Company profile

History of Coca-Cola
On May 8, 1886, Atlanta druggist Dr. John smith Pemberton (former confederate officer)
Invented "coca cola" syrup, It was mixed in a 30 gal. Brass kettle hung over a backyard
fire. It was marketed as a "brain and nerve tonic" in drugstores. Sales averaged nine
drinks per day.

Frank M. Robinson, Pemberton's bookkeeper, was the person who suggested the name
"coca cola", which was chosen because both words actually named two ingredients found
in the syrup. Robinson also thought that two "C's" Would look well in advertising. The
first year's gross sales were $ 50 and advertising costs were $ 73.96.

The original formula included extracts of the African kola nut and coca leaves both
strong stimulants. "Coca Cola" was one of thousands of exotic patent medicines sold in
the 1800s that actually contained traces of cocaine. Coca-Cola was first sold for 5cent a
glass as a soda fountain drink at Jacob's Pharmacy in Atlanta Georgia.

In 1888, As Griggs Candler bought the company from Dr. Pemberton. Later that same
year, Dr. Pemberton died. By 1914, Candler had acquired a fortune of some $50 million.
Baseball hall of Famer TyCobb, a Georgia native was another early investor in the
company.

In 1894, Joseph A. Biedenharn owner of the Biedenharn Candy Company in vicksvurg,

Mississippi, first bottled "Coca Cola".

By 1903 the use of cocaine was controversial and "coca cola" decided to use only "spent
coca leaves" It also stopped advertising "coca cola" as a cure for headaches and other ills.

In 1929 after his death Griggs Candler's family sold the interest in 'interest in "coca cola"
to a group of businessmen led by Ernest woodruff for $25 million. Woodruff was
appointed president of "coca cola" on April 28, 1923 and stayed on the job until 1955.

Coke Brands in Indian Origin

COCA-COLA:
Developed in a brass pot in 1886, Coca-Cola is the most
recognized and admired trademark around the globe. Not to
mention the best selling soft drink in the world.

SPRITE:
In 1961, a citrus-flavored drink made its U.S. debut, using "Sprite Boy" as inspiration for
its name. This elf with silver hair and a big smile was used in 1940s advertising for Coca-
Cola. Sprite is now the fastest growing major soft drink in the U.S., and the world's most
popular lemon-lime soft drink.

FANTA:
The name "Fanta" was first registered as a trademark in
Germany in 1941, when it was used for a few years for a soft
drink created from available materials and flavors. The name
was then revived in 1955 in Naples, Italy, when it was used for
the "Fanta" orange drink we know today. It is now the
trademark name for a line of flavored drinks sold around the
world.

VANILA :

It is an Ice Cream in taste. Launched in 2004.

Hindustan Coca-Cola Beverages Pvt. Ltd

After 1993, when coca cola re enters Indian market, done a lot of changes in the existing
system of the soft drink market prevailing in India, by acquiring the major brands and the
bottling operations from Parle. After this company founded some of it’s own bottling
operation in India.

In year 1997, company did a major investment of $700 million in India by purchasing
other bottling operations, all around India and introduces new technology in them. These
bottling plants are called Company Owned and Operation Bottling Operation. Company
has full ownership and operational right for these type of operations. The other type of
bottling operation for the company are called Franchise Owned and Operated bottling
Operation, to these, the company has given the right to produce the product for the
company and to supply with in the territory assigned by the company. Company has no
ownership or operational right/control over these.
In India Company have 26 COBO and 14 FOBO operations for the production and
control of the whole operation in India. These are divided in to various zones that are
given in the marketing mix section of this report.

Hindustan Coca-Cola Beverages Pvt. Ltd. First established plant is Hathras in India,
second largest plant is Dasna, The largest one is in Bangalore. Hathras plant has 3 RGB
filling lines. The RGB line operating at mechanical efficiency of 90% . Company doesn't
have the facility for filling Mazza (RGB and Tetra Pack) a Mango flavor drink of Coca-
Cola , pet bottling ,water plant.

RESEARCH METHODOLOGY

Approach-

The approach behind a surveyor the project varies with the purpose of the survey. Under
this report, "quantitative" approach is used which is concerned with the objective
assessment of the availability and display that is clearly visible and can be easily
quantified. No subjective assessment is involved in this report.

Planning:

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 form which I was used to collect data was designed by me and my immediate
supervisor.

Schedule:

To achieve the desired goal it was necessary to make schedule of tasks which were
handed over to us. So keeping in view the original objective, the content of the schedule
was prepared. Then I and my group members collected data from the desired field. Since
the data form distribution and collection was an official work so it was a time taking
process. In the meantime it was our work to keep in touch with our fields.

Sampling Design :

Design is the plan, structure & strategy of investigation conceived so as to attain answer
to questions' to survey and to control the variances. According to this project's / survey's
purpose the analytical, interpretive/objective design was chosen.

Data Collection Method :

The two sources for data collection are documentary or secondary and field or primary is
used. Because I have to collect the information, which is fickle in nature, the availability
and display of the product changes even each and every day, therefore questionnaire is
selected as the survey instrument. The forms used for the survey were close-ended
questionnaire consisting of various items.

MARKETING STRATEGY OF COKE

As millions of rural Indians reach for a cold soft drink in the hottest summer in years,
Coca-Cola India seems to have discovered the consumers who could rescue its dismal
sales record. Coca-Cola India totally misjudged rural India, home to two-thirds of the
country's 1 billion population, when it re-entered the country a decade ago.

Yet as the country side emerges as the fastest-growing source of demand for consumer
products, the local arm of the US soft drinks giant seems to have learnt its lesson. "We
were just not addressing the masses, that were the problem," says Mr. Sanjeev Gupta, Coca-
Cola's operations chief.

The company's new strategy of smaller bottles, price cuts and advertising that straddles
cities and villages pushed turnover last year up by a quarter to nearly Rs.5000 crore. And
Thumbs Up, a local brand that Coca-Cola bought and then ran down, is also recovering
spectacularly. The success of Thumbs Up, whose market share is now roughly equal to
that of marker leader Pepsi at 23 percent, is an embarrassment for Coca-Cola, which is in
third place with 16.5 percent (from 12 percent three years ago) in India's Rs.8000 crore
soft drinks market. Coca-Cola returned to India after being kicked out by the government
in the mid-1970s. It paid a high price for the then market leader, Thumbs Up, and tried to
kill it off in the mistaken belief that this would pave the way for Coca-Cola's rise.
Extravagance, unoptimistic and naive reading of the market and mismanagement of its
new bottling assets led Coca-Cola to write down Rs.2000 crore of its Indian assets
in2000. The greatest indignity is that India is one of the few markets where Pepsi has
outsmarted Coca-Cola.

Marketing Mix and Strategy:

Marketing mix of any organization consists of 4 P's i.e. product, price, place and
promotion having its own significance, which varies from one organization to the other.
In Coca-Cola the information about all the 4 P's that can be available to me is given here:
Product:-

Product mix of Coca-Cola consists of the various brand packs and flavors given in the
table. Product strategy of the Coca-Cola is to promote all the brands available in all the
brands packs and to introduce the product in new flavors and. even new product.
Regarding this Kinley soda is introduced. Fanta in green apple flavor is also introduced.

PRICE:

Regarding 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.

PLACE:

The Coca-Cola Company in India is governed from its corporate office located at
Ghaziabad. It governs the working of five zones covering whole India these zones are: -
Northern zone, Eastern zone, Western zone, Southern zone and Andhra Pradesh zone.
These zones are divided in to various, plants, which govern the area assigned to them.
The areas are the various distribution centers called distributors and C&F agents. Then
comes the retailers/customer for the company's product, they receive goods from
distributors and C&F agents. Finally consumer is there, having the product from the
customer's shops or delivered to their home, it is more clearly visible through this chart.
The Coca-Cola Company, which gave its reach to the mouth of billions of people all
around the world having a wide distribution, network. In India, the pace and speed at
which Coca-Cola has widened its business is really amazing. Distribution network is the
biggest strength of the company.

CONCLUSION
From this summer training and project titled "Market Survey of Right Execution for
Coca-Cola” I have learned a lot about real practical work being done in the market I
have also watched & learned the practical applicability of the various things that we have
studied theoretically.

I observed on the basis of survey in GHAZIABAD city that Coca-Cola lay emphasis on
merchandising in order to become the No.1 brand in soft drink industry the report was
finds out the availability of different flavor and packs.

Cola-Cola adopt a good customer relationship management, it is focus on the, segment

of the product because each segment is affected by different sets of factor which hamper
or enhance sales. Each segment had its own Pros & Cons. So we have to understand the
various segment of soft drink industry that which flavor is existing more in the market,
Such as Thums-up strong brand of coke which is more popular in young generation. I
also observe about fate dealer, sub dealer, monopoly counter & its marketing strategy.
Such as fate dealer is influence wrong direction to the market. They are supply product at
high margin with low scheme.

LIMITATION OF RESEARCH
1.The area of study is limited to the Market Survey of Right Execution for Coca Cola
aspects of the system, while the marketing has other crucial areas too which were left
uncharted

2. The study is limited to eastern region of coca cola which is a multinational company,
so the area plays as a constraint in the study.

3. 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.

4. The study was based on both primary and secondary data but the relevance of the
secondary data may not be justified.