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1 INTRODUCTION
1.1.1 SOFT DRINKS A soft drink is a beverage that does not contain alcohol. Carbonated soft drinks are called in different names in different countries. In United States America Carbonated soft drinks are commonly known as soda, pop, or soda pop. In Canada, it is called as soda or pop. On the same way in United Kingdom are pronounced by pop. In Ireland it called as minerals.

The soft drinks are mainly differentiated with hard drinks by the way of content of Alcohol. The term "drink", while nominally neutral, sometimes carries connotations of alcoholic content. The most common soft drinks are colas, sparkling water, iced tea, lemonade, squash, and fruit punch. In the case of hot chocolate, hot tea, coffee, milk, tap water, and milkshakes do not fall into this classification. Many carbonated soft drinks are optionally available in versions sweetened with sugars or with non-caloric sweeteners.

1.1.2 ORIGIN OF SOFT DRINKS Soft drinks trace their history back to the mineral waters found in natural springs. Ancient societies believed that bathing in natural springs and/or drinking mineral waters could cure many diseases. The following scientist had attempted different studies on mineral waters; the scientists are Geber, Alkindus, Rhazes, Paracelsus, Robert Boyle, Friedrich Hoffmann, Antoine Laurent Lavoisier, Hermann Boerhaave, William Brownrigg, Gabriel F. Venel, Joseph Black, and David Macbride.

The earliest soft drinks were Sherbets developed by Arabic chemists and originally served in the medieval Near East. These were juiced soft drinks made of crushed fruit, herbs, or flowers.

The first marketed soft drinks (non-carbonated) in the Western world appeared in the 17th century. They were made from water and lemon juice sweetened with honey. In 1676, KCM Page 1

the Compagnie des Limonadiers of Paris was granted a monopoly for the sale of lemonade soft drinks. Vendors carried tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty Parisians.

1.1.3 HISTORY OF THE SOFT DRINK The history of the soft drink began with the end of the last century. Its history dates back to the civil war in USA in 1860 that time people were suffering from many diseases. Problem at that time was to cure all these diseases, since no remedy was available at that time. It was a big question to American people. So, In 1880 Mr.john Palmwarition, who lived in Actonica, made a drink and registered it as French wine cola. In the beginning this drink was made with mixture of cocaine and Alcohol. But later on it was converted and changed into a soft drink. Now it is named s coca-cola. A new brand name is PEPSI COLA came in the year 1887.

Around 1984 the first branded soft drink came in the Indian market. This soft drink was named as old sport. Before coca cola entered to the country dominant the scene in 1950s.Parle export private limited was the first Indian company to introduce a lemon soft drink. This soft drink was known as LIMCA and it is introduced in 1970s. However before this, they had introduced cola pepino , which was withdrawn in face to tough competition from coca cola.

In the year 1977 coca-cola left Indian market his brought in an opportunity for various Indian companies to shoe their calibre. At this time pale products introduced a new soft drink and this was named as Thums-up. This was a coca-cola drink, which has a burnt sugar colour. This drink was introduced with a mighty happy days are here again.

As if happy days went away with coco-cola. There was another company named pure drink, which introduced the soft drink named Campa cola, along with orange and lemon flavour. Just after this many more Indian companies entered in the soft drink market. KCM Page 2

A company modern baker has introduced a soft drink named Double seven. Another company Mohan Meakins also came with a soft drink named Marry and Puck up. McDowell came with Thrill, Rush and Spirit. Previously there was nil competition in the Indian soft drink market.

1.1.4 INTRODUCTION TO COCA-COLA Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. The Companys beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale: Provide a moment of refreshment for a small amount of moneya billion times a day.

The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world .More than anything, that system is dedicated to people working long and hard to sell the products manufactured by the Company. This unique worldwide system has made The Coca-Cola Company the worlds premier soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any other consumer product, has brought pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day.

The Company aims at increasing shareowner value over time. It accomplishes this by working with its business partners to deliver satisfaction and value to consumers through KCM Page 3

a worldwide system of superior brands and services, thus increasing brand equity on a global basis. They aim at managing their business well with people who are strongly committed to the Company values and culture and providing an appropriately controlled environment, to meet business goals and objectives. The associates of this Company jointly take responsibility to ensure compliance with the framework of policies and protect the Companys assets and resources whilst limiting business risks.

1.1.5 THE INDIAN SOFT DRINK HISTORY Gold Spot is considered as the first branded soft drink in India it was introduced by Parle in early forties. Coca-Cola was the foreign soft drink to be introduced in Indian markets. The Coca-Cola Company entered India in the early fifties, when four bottling plants were set up at Mumbai, Kolkata, Delhi, and Kanpur. Coca-Cola enjoyed a good beginning and dominated the market. Parle exports private limited, the major domestic player, and later in 1970 introduced Limca lemon soft drink. Before Limca they had attentively introduced cola Pepino which was soon withdrawn from the market following the confrontation with Coca- Cola.

In July 1977 Coca-Cola left India following a public dispute over shareholding Structure and imports permits. Coca-Cola left a big gap, which was filled by several companies who came forward pushing different brands in market. Parle Products introduced their Cola Thumps Up, pure drinks introduced. Double Seven Thrill, Rush, Sprint. At the same time various regional soft brands played an independent role in their respective territories like Duke, mangola.

After coke was asked to leave India Pepsi began to lay plans to enter this huge market. Pepsi started its operations in April 1989 for beverages snack foods and export business. In 1990 first Pepsi Cola was produced in India. In the next year 1991, production of Mirinda and 7up started, the production of Slice Teem, Fountain Pepsi started in 1993.

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Coca-Cola came back again in India in October 1993 and was launched in Agra.It joined hands with Parle Exports Pvt. Ltd. To enter India and gradually took over the same company. The nineties also saw a new foreign entrant Cadbury Schweppes that rolled out Canada dry and Crush in metropolitan cities. Pepsi entered the cloudy lemon market category by launching its Mirinda lemon in 1998.

In May 1999 a notification, presented the prevention of food adulteration (fourth amendment) Rules 1999, allowed the use of the artificial Sweeteners, aspartame and acesulfame potassium in The formulation of soft drinks-which was what made the entry of Diet Pepsi and Diet Coke. Coca-Cola also rolled out its popular clear lemon drink Sprite in India in the same year 1999.

Soft drinks can trace their history back to the mineral water found in springs.

Soft drinks can trace their history back to the mineral water found in natural springs. Bathing in natural springs has long been considered a healthy thing to do; and mineral water was said to have curative powers. Scientists soon discovered that gas carbonium or carbon dioxide was behind the bubbles in natural mineral water.

The first marketed soft drinks (non-carbonated) appeared in the 17th century. They were made from water and lemon juice sweetened with honey. In 1676, the Compagnie de Limonadiers of Paris were granted a monopoly for the sale of lemonade soft drinks. Vendors would carry tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty Parisians.

1.1.6 GROWTH & DEVELOPMENT The product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Dr. John Smith Pemberton, a local pharmacist, produced the syrup for Coca-Cola, and carried a jug of the new product down the street to Jacobs' KCM Page 5

Pharmacy, where it was sampled, pronounced "excellent" and placed on sale for five cents a glass as a soda fountain drink. Carbonated water was teamed with the new syrup to produce a drink that was at once "Delicious and refreshing," a theme that continues to echo today wherever Coca-Cola is enjoyed.

Thinking that "the two Cs would look well in advertising," Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested the name and penned the now famous trademark "Coca-Cola" in his unique script. The first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to try "the new and popular soda fountain drink." Hand-painted oilcloth signs reading "Coca-Cola" appeared on store awnings, with the suggestion "Drink" added to inform passersby that the new beverage was for soda fountain refreshment. During the first year, sales averaged a modest nine drinks per day.

Dr. Pemberton never realized the potential of the beverage he created. He gradually sold portions of his business to various partners and, just prior to his death in 1888, sold his remaining interest in Coca-Cola to Asa G. Candler. An Atlantan with great business acumen, Mr. Candler proceeded to buy additional rights and acquire complete control. The Coca-Cola Company is the worlds biggest beverage company. Coca-Cola, the corporate nourishing global community with the worlds largest selling soft drink concentrates since 1886. The Coca-Cola formula and brand was bought in 1889 by As a Candler who incorporated the Coca-Cola Company in 1892. Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.5 billion serving each day. Coca-Cola Company is headquartered in Atlanta, Georgia. Its current president and CEO is Muhter Kent.

Originally a cocawine called Pemberton's French Wine Coca in 1885. The first CocaCola recipe was invented in a drugstore in Columbus, Georgia by John Pemberton, may have been inspired by the formidable success of Vin Mariani, a Europeancocawine. KCM Page 6

In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton responded by developing Coca-Cola, essentially a non-alcoholic version of French Wine Cola. The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886 It was initially sold as a patent medicine for five centsa glass at soda fountains, which were popular in the United States at the time due to the belief that carbonated water was good for the health. Pemberton claimed Coca-Cola cured many diseases, including morphine addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton ran the first advertisement for the beverage on May 29 of the same year in the Atlanta Journal.

By 1888, three versions of Coca-Colasold by three separate businesseswere on the market. As a Griggs Candler acquired a stake in Pemberton's company in 1887 and incorporated it as the Coca Cola Company in 1888.

The same year, while suffering from an ongoing addiction to morphine, Pemberton sold the rights a second time to four more businessmen: J.C. Mayfield, A.O. Murphey, C.O. Mullahy and E.H. Bloodworth. Meanwhile, Pemberton's alcoholic son Charley Pemberton began selling his own version of the product.

John Pemberton declared that the name "Coca-Cola" belonged to Charley, but the other two manufacturers could continue to use the formula. So, in the summer of 1888, Candler sold his beverage under the names Yum Yum and Koke. After both failed to catch on, Candler set out to establish a legal claim to Coca-Cola in late 1888, in order to force his two competitors out of the business. Candler purchased exclusive rights to the formula from John Pemberton, Margaret Dozier and Woolfolk Walker. However, in 1914, Dozier came forward to claim her signature on the bill of sale had been forged, and subsequent analysis has indicated John Pemberton's signature was most likely a forgery as well.

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1.1.7 PRESENT STATUS OF INDUSTRY Entering the last quarter of the 20th century, the deep emotional bond between Coca-Cola and its consumers grew even more powerful and more global. In 1971, young people from around the world gathered on a hilltop in Italy to sing "I'd Like to Buy the World a Coke," a counterpoint to turbulent times. This was also a glimpse into the Company's future: an expanding global presence and an even closer attachment to the world's most cherished trademark. The power and prestige of Coca-Cola were exemplified in 1988, when three independent worldwide surveys conducted by Landor & Associates confirmed CocaCola as the best-known, most-admired trademark in the world. Perhaps a more human assessment of consumers' loyalty to Coca-Cola had come in 1985. The Company startled the American public by announcing a new taste for Coke, the first change in the secret formula since Coca-Cola was created in 1886. The new taste was overwhelmingly preferred in taste tests, but all the testing and research could not measure the emotional attachment Americans had for the original formula. That original taste had become more than just a soft drink, and consumers' deep feelings, memories and loyalties to it came alive. The Company listened to its consumers and quickly responded by returning the original formula to the market as Coca-CoThe Company's global strategy during the 1980s continued to bring consumers on every continent refreshing products for every occasion and every lifestyle. In 1982, soft-drink history was made with the introduction of Diet Coke, the first extension of the trademarks Coca-Cola and Coke, and the most successful new soft drink since Coca-Cola itself. Within two years, Diet Coke had become the top low-calorie soft drink in the world. Advertising during the 1970s and 1980s continued a long tradition that presented Coca-Cola as one of life's simple pleasures, distinctive and acceptable anywhere. In 1976, the "Coke Adds Life" campaign was introduced, laying the foundation for the 1979 introduction of "Have a Coke and a Smile," a campaign of heart-warming KCM Page 8

emotion best captured by the famous television commercial featuring Pittsburgh Steelers tackle "Mean" Joe Greene. Coca-Cola" campaign debuted in 1993, followed by "Coca-Cola Real" in 2003 and "The Coke Side of In early 1982, the theme "Coke Is It!" was launched around the world to reflect the resurgent, positive spirit of the 1980s and to reaffirm the leadership of Coca-Cola.Can't Beat the Feeling" wrapped up the 1980s, while "Can't Beat the Real Thing" led the way into the 1990s, and the innovative "Always Life" in 2006. Established: 1886 Ranking: We own 4 of the world's top 5 nonalcoholic sparkling beverage brands Associates: 90,500 worldwide Operational Reach: 200+ countries Consumer Servings (per day): 1.5 billion

1.1.8 CHALLENGES IN THE INDUSTRY Gold Spot is considered as the first branded soft drink in India it was introduced by Parle in early 1948. Coco-cola was the first foreign soft drink to be introduced in Indian market. The coco-cola company entered India in early fifties where four bottling plant were set up at Bombay, Calcutta, Delhi and Kanpur. Coco-cola enjoyed good beginning and dominated to the market. Parle exports private limited the major domestic player, latter in 1970 introduce Limca, A lemon soft drink before Limas introduction they had attentively introduced Cola PEPINO which was soon withdrawn from the market following the conformation with Coco cola.

In July 1977 Coco cola left to oppose India following a public dispute over share holding structure and export permits. Coco Cola lift a big gap, which was filed by several companies who came forward pushing different brands in market. PARLE Products introduced their Cola, Thumps-UP, pure drink introduced Double Seven trill Rush Sprint at the same time various regional soft drink brands played in independent role in their respective territories like Duke and Mongol etc. KCM Page 9

After coke was asked to learn this India Pepsi begin to lay plans to enter this huge market PEPSI worked with an Indian business group seek government approval for its entry over the objection of both domestic soft drink companies and anti multinational legislators. PEPSI saw the solution to like in the marketing an offered to help India export some of its agriculture products in a volume that would more than cover the cost of important soft drink concentrate.

Pepsi also promised to focus considerable selling offered to transfer food processing. Packaging and water treatment, technology to India and in this way PEPSI started its operation in April 1989, for beverage snack, Food and export business. In 1990 first CocoCola was produced in India. In next year 1991 production of Miranda and 7-UP also started the production of Slice.

Team fountain PEPSI started in 1993. Coco-Cola came back again in October 1993 and was launch in Agra. It joined hands with Parle export Pvt. Lt. to enter Indian Market and gradually took over same company the nineties also saw a new foreign entrant called Cadbury, Schweppes which rolled out Canada dry and Crush in metropolitan cities. Pepsi entered to the cloudy category by launching its Mirinda Lemon in 1998.

In May 1999 a notification presenting the preservation of food adulteration rules 1999 allowed using of the blended artificial sweeteners. Aspartame and accsulfame potassium in the formulation of soft drinks, which is wet made the entry of diet Pepsi and Diet Coke, Coco-Cola also rolled out its Popular Lemon drink sprite in India in the same year 1999.

1.1.9 MARKET SHARE OF COCA-COLA In 2009, the company generated revenues of $31 billion with $6.8 billion net income. An increased consumer preference for healthier drinks has resulted in slowing growth rates for sales of carbonated soft drinks (abbreviated as CSD), which constitutes 78% of KOs KCM Page 10

sales. KOs profits are also vulnerable to the volatile costs for the raw materials used to make drinks - such as the corn syrup used as a sweetener, the aluminium used in cans, and the plastic used in bottles. Furthermore, slowing consumer spending in Coke's large North American market compounds the challenge of increasing costs and a weak economic environment. Finally, Coca-Cola earns approximately 75% of revenue from international sales, exposing it to currency fluctuations, which are particularly adverse with a stronger U.S. Dollar (USD).

Despite these challenges, Coca-Cola has remained profitable. Though the non-CSD market is growing quickly, the traditional CSD market is still large in terms of both revenues and volume and highly lucrative. The size and variety of KOs offerings in the CSD category, coupled with the unparalleled brand equity of the Coca-Cola trademark, has allowed KO to maintain its share of this important market. KO has also responded to consumers changing tastes with new, non-CSD product launches and acquisitions such as that of Glaceau in 2007. Strong international growth has also more than offset a weak domestic market.

On February 25, Coca-Cola Company announced its plan to buy Coca-Cola Enterprises (CCE) for $12.3 million.[7] Since spinning of Coca-Cola Enterprises (CCE) 24 years ago, the soft drink market has changed dramatically with consumers buying fewer soft drinks and more non-carbonated beverages, such as PowerAde and Dasani water. Under the new deal, Coca-Cola Company will take control of the bottler's North America operations, giving the company control over 90% of the total North America volume. In return, Coca-Cola Enterprises will take over Coke's bottling operations in Norway and Sweden, becoming a European-focused producer and distributor.

In March 2010, Coca-Cola Company entered into discussions to buy the Russian juice company, OAO Nidan Juices. The company is 75% owned by a private equity firm in London and 25% by its Russian founders and controls 14.5% of the Russian juice market. If successful, the purchase would add to Coca-Cola's 20.5% market share, passing Pepsi's

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30% market share. The Russian juice market is estimated to be $3.2 billion dollars, and estimates of Nidan's purchase price are between $560-$620 million.

In April 2010, Coca-Cola Company purchased a majority share of Innocent, the British fruit smoothie maker. Last year the company bought an 18% share of the company for more than $45 million, and recent purchases of additional shares increased Coke's stake to 58%.

In June 2010, Coca-Cola Company agreed to pay Dr Pepper Snapple Group (DPS) $715 million for the continued right to sell their products following the company's acquisition of Coca-Cola Enterprises (CCE). The deal covers the next 20 years with an option to renew for an additional 20 years.

1.1.10 Companies in India The Coca-cola is the leading soft drink brand in India since 1977.Coca-cola returned to India in 1993 with a deal that give Coca-cola ownership of the nations top soft drink brands and bottling network. With the acquisitions of major brands in India like Thumsup, Limca, Maaza, Citra& Goldspot .It went to be known as The Hindustan Coca-Cola beverages private limited. The company have 4 business regions like Gurgaon, Mumbai, and Hyderabad & Kolkata and operates out of 50 locations across India. From 1993 to 2003 Coca-Cola invested more than US $ 1 Billion in India. Coca-Cola India Achieved 39% volume growth and 23% industrial growth reaching breakeven profitability in the region in 2002.The Coca-Cola employs approximately 8000 local people. In that manner it indirectly creates employment for more than 150,000 people in India. Mr. John Ustas has been the Chief Executive officer of Hindustan Coca-Cola beverages pvt.Ltd since July 2005.Mr.Sanjeev Gupta, president heads the Indian operations of HCCBPL. Mr. Krishna Kumar was appointed C.O.O in Oct.2008.

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1.2COMPANY PROFILES
1.2.1 HISTORY OF COCACOLA

The world has changed in many ways since pharmacist, John Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia. The name and the product mean so many things to hundreds of Millions of consumers around the globe. Coca-Cola products are served more than 705 million times every day, quenching the thirsts of consumers in more than 195 countries in every climate. That's a long way to come after such a modest beginning...
Old German Coca-Cola bottle opener

May -Pemberton concocted caramel-colored syrup in a three-legged brass

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1886 kettle in his backyard. He first "distributed" the new product by carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass of Coca-Cola at the soda fountain. Whether by design or accident, carbonated water was teamed with the new syrup, producing a drink that was proclaimed "Delicious and Refreshing." Dr. Pemberton's partner and bookkeeper, Frank M. Robinson, suggested the name and penned, in the unique flowing script that is famous worldwide today, " ".

1886 -Sales of Coca-Cola averaged nine drinks per day. That first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the No. 1 soft drink brand ever since. 1891 -Atlanta entrepreneur Asa G. Candler had acquired complete ownership of the Coca-Cola business for $2,300. Pemberton was forced to sell because he was in a state of poor health and was in debt. Within four years, Candler's merchandising flair helped expand consumption of Coca-Cola to every state and territory. 1893 -In January "Coca-Cola" was registered in the U.S. Patent office.

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1917 -3 Million Coke's sold per day. " recognized trademark.

" is the worlds most

1919 -The Coca-Cola Company was sold to a group of investors for $25 million. 1923 -The Coca-Cola Company was sold after the Prohibition Era to Ernest Woodruff for 25 million dollars. He gave Coca-Cola to his son, Robert Woodruff, who would be president for six decades. Woodruff's leadership took the business to unrivaled heights of commercial success, making Coca-Cola an institution the world over. During the Woodruff era, Mr. Woodruff made a promise to the armed forces of the United States to supply Coca-Cola to every serviceperson. He said that costs and location did not matter; he supplied 5 billion bottles to the service.

1925 -6 Million Coke's sold per day. 1927 -The first Coca-Cola radio advertisement. 1928 -Sales of bottled Coca-Cola surpassed fountain sales for the first time. 1943 On June 29, an urgent cablegram arrived from General Dwight Eisenhower's Allied Headquarters in North Africa, requesting 10 Coca-

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Cola bottling plants to serve American servicemen overseas. Eventually, 64 plants were set up during WWII. 1950 -Advertising on on the television began. Currently Coca-Cola is advertised on over five hundred TV channels around the world. 1961 -Sprite was introduced. 1971 -The song "I'd like to Buy the World a Coke" was released. 1978 -The two liter bottle was introduced, and during that same year the company also introduced plastic bottles 1982 -Diet Coke was introduced in July. 1985 -The Coca-Cola Company made what has been known as one of the biggest marketing blunder. They stumbled onto a new formula in efforts to produce diet Coke. They put forth 4 million dollars of research to come up with the new formula. The new formula was a sweeter variation with less tang, it was also slightly smoother. The factor that influenced the change was that Coke's market share fell 2.5 percent in four years. Each percentage point lost or gain meant 200 million dollars. This was the first flavor change since the existence of the Coca-Cola company. The change was announced April 23, 1985 at the

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Vivian Beaumont Theater at the Lincoln Center. Some two hundred TV and newspaper reporters attended this very glitzy announcement. The change to the world's best selling soft drink was heard by 81 percent of the United States population within twenty-four hours of the announcement. Within a week of the change, one thousand calls a day were flooding the company's eight hundred number. Most of the callers were shocked and/or outraged, many said that they were considering switching to Pepsi. Within six weeks, the eight hundred number was being jammed by six thousand calls a day. The company also fielded over forty thousand letters, which were all answered and each person got a coupon for the new Coke. Many American consumers of Coca-Cola asked if they would have the final say. When Pepsi heard that the Coca-Cola company was changing its secret formula they said that it was a decision that Pepsi tastes better. Roger Enrico, the president and CEO of Pepsi-Cola wrote a letter to every major newspaper in the U.S. to declare the victory. Coca-Cola management had to decide: Do nothing or "buy the world a new Coke". They decided to develop the new formula.

1985 -July 10, eighty-seven days after the new Coke was introduced, the old

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U.P.

& Rajasthan

M.P.

& Haryana

Goa Nepal

Uttranchal

Chhattisgarh

Agra

Dholpur Gwaliar Faridabad Panaj Kathmandu Coke was brought back in addition to the new one. This was greatly i Jaipur dropping market share and consumer protest. The market share Bhind Gurgaon due to Alwar a high of 15 percent to a low of 1.4 percent. This was said to Morena Rohtak fell from be a classic marketing retreat. Coca-Cola executives admitted that they had goofed by taking the old Coke off the market. The Coca-Cola company's eight hundred number received eighteen thousand calls of gratitude. The comeback of old Coke drove stock prices to the highest level in twelve years. This was said to be the only way to regain the lead on the cola wars. 1993 -Coca-Cola exceeds 10 Billion cases sold worldwide.

Mathura Firozabad

1996 -The Summer Olympics will be held in Atlanta, Georgia, the home of Coca-Cola. For more than 65 years, Coca-Cola has been a sponsor of the Olympics.

1.2.2 Area of operation

TABLE NO-1.1 : AREA OF OPERATIONS

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Aligarh Jhansi Lucknow Etawah Ghaziabad Meerut Dehradun Bijnaur

Jodhpur

Guna Shivpur
Type

Tikamgarh
of com pany : PRIV ATE LIMIT ED

1.2.3 OWNERSHHIP PATTERN

Company Name: COCA COLA PVT. LTD.

Owner: Mr. MUHTAR KENT

Division: LUCKOW, UTTER PRDESH

Area of operation: UTTER PRADESH

Competitor: PEPSI

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1.2.4 COMPETITIVE ARENA

The soft drink market all over the world has been witnessing a neck to neck battle between the two major players, Coca-Cola and Pepsi since the very beginning. The thirst quenchers are trying hard to have the major chunk of the pie of carbonated soft drink market. Both the players are spending their energies in building capacity, infrastructure, promotional activities etc.

Coca-Cola being 11 years older than Pepsi has dominated the scene in most of the soft drink markets in the world and enjoying leadership in terms of market share. But the Coca-Cola people are finding it hard to keep away Pepsi, which has been narrowing the gaps regularly. The two are posing threats to each other in every nook and corner of the world. While Coca-Cola has been earning most of its bread and butter through beverage sales, Pepsi has a multi products portfolio with some portion from the same business.

The two warriors are face to face once again here in india with different strategies and tactics to attack the rival. coca-cola is focusing upon the joint ventures with the existing bottlers { fobo } franchise owned bottling operations to enhance its control on manufacturing and marketing of its products range and attain the quality standards of its class.

Countering it pepsi has taken the battle in its own hands by floating as investment of 95 billion to set pepsi company. India holdings, as subsidiary for {cobo} company owned bottling operations. both the companies are following different path to reach the same destiny i.e. to fetch the bigger portion of aerated soft drink market. both consider india a huge potential market, as per capita consumption here is a mere 3 serving annually against the world average of 80. therefore, they are putting in their best efforts to woo the Indian consumer who has to work for 1.5 hours to buy a bottle of soft drink. in comparison to the international norms minutes, a major hurdle to cross over for both the athletes for getting no.1 position comparison to the inter. Coca-Cola is well set with its 53 bottling sites throughout the country giving it an edge over competition by processing a well-built bottling KCM Page 20

and distribution set-up. on the other hand, Pepsi, with two more years in india, has been able to set an image of a winner in India and has been able to get the pulse of the india soft drink market. the soft drink giants are leaving on stone unturned and her for the long terms.

Coca-Cola has been penetrating the market through its wide product range with a determination to change consumption pattern of soft drink in india. firstly, they upgraded the whole industry by introduction 300 ml bottles, which in turn had given the industry a booming growth of 20% as compared to the earlier 5%. they want to develop a coca culture here and are working on a strategy to offer soft drink in every possible package. in cocacola camp, the idea of competition has not come from pepsi, but from the other beverages such as tea, coffee, nimbu pani, water etc. pepsi is quite aggressive in its approach to indian consumer. they are desperately working on the strategy to be winners in the hot cola war between two big barons. according to pepsi philosophy, its the madness that encourages executive to think, to conjure up those creative tactics to knock the fizz out their competition. pepsi had plumbed a large on the visibility of its blue red and white logo. they have been going with aggressive marketing by putting amir khan, akshay kumar and their advertisement to endorse their brand, the role models for its targeted consumer the teenagers. they have increased the fizz in the market place by introducing the dispensers called fountain pepsi and has been enjoying a lead over its rival there.

Coca-Cola on the other hand, has been working on the saying slow and steady wins the races side by retailing to every more of its competitor. they have procured the shield of thumps up with a handsome market share in indian soft drink market. Countering pepsis international commercial that used two chimpanzees to cock a snoop at coke, thumps up come with the ad line, dont be bandar, and taste the thunder. also thumps up has been positioned now very near to that young image of pepsi and giving it a though time.

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These cool merchants have put everything on fire. it coke got the status of the official drink of wills. world cup, pepsi blushed as nothing official about it. as thumps up projected as saaree jahan se achcha pepsi was passionate enough with freedom to be and now the yeh dil mange more when thumps up came with thunder blast, the other offered pepsi stuff card. if red is meant for coke, pepsi has chosen to be blue.

1.2.5 Infrastructural facilities

Labor welfare measures Canteen facility In canteen meals, snacks tea, are provided at nominal rates. All the executives, managers, team members have their food in canteens. Uniform

Common

uniforms are provided to all team members, executives, and managers. Management provides 3 set of uniform and one set of shoe to all employees once in a year. Night shift allowance Employees who are working in night shift will be getting snacks, tea and coffee, night shift allowance is paid as per company policy. Lockers Lockers are provided only for permanent worker. Transportation Transportation is provided to all employees in the plant except contract workers. A maximum of Rs. 100 will be deducted from their salary.

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 Medical facility Medical facility such as medical reimbursement is given to workers and staff members. Advances A festival advance is given to the employees for festival such as Ugadi, Deepavali. Personal loans To meet emergency expenses like medical. Interest free loans are provided to employees maximum up to r.s.15000. Incentives Incentives will be given to team members if they achieve certain targets. Safety Safety equipments such as ear plugs, aprons, gloves, shoes are provided to employees. Plant is equipped with fire extinguishers, fire alarm. Miscellaneous 1. Daily working hours: 9 a. m. 6 p.m. 2. launch break 30 min 3. Weekly off Sunday. 4. Double the one day wages will be given to team members for over time 5. Recreational activities such as picnics will be arranged and sports will be conducted.

1.2.6 Achievements & Awards KCM Page 23

Golden Peacock National Quality Award in 2003, 2004 and 2009. Coca-Cola honoured with 'Best Management Award' by the Government of Andhra Pradesh. Coca-Cola India awarded the Bombay Stock Exchange Award for Social and Corporate Governance 2009.

5. PRODUCT PROFILE
DIFFERENT BRANDS OF COMPANY
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
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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 by HCCBPL:

In the Cola Section:

In the Lemon Section

In the Orange & Apple section:

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 In the mango section:

In the juice section :

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 In the Soda Water and Bottled Mineral Water section:

BRANDS TAGLINE
Thumsup Cocacola Sprite Limca Fanta Maaza - Taste the thunder - Open happiness - Seedhi baat no bakwaas ,clear hai - Fresh ho jao Go bite

- Bina guthli wala aam

BRAND AMBASSDORS
Thumsup Cocacola Sprite Fanta Limca
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-Akshay Kumar -Aamir Khan -Shahrukh Khan -Genelia Dsouza -Riya Sen
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ABOUT BRANDS THUMSUP

It is the leading brand of the company. It has cola flavor. Thumsup is the highest selling beverage brand of India. Mostly like by the youngsters specially boys. The competitor of the brand on same category is Pepsi.

COCACOLA
This is the worlds most famous & old brand. This brand is specially liked by teenagers & youngsters. The competitor on the cola category is Pepsi.

SPRITE
This brand is the one of the fastest growing brand in the country. Sprite is liked by all age groups & people. Jan 09 report of The times of India claims sprite to be the second brand in sales after Thumsup Competitor: 7up & Mountain dew

LIMCA
Limca is cloudy lemon in flavor. This is very unique in this category .It has white in color.

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FANTA
Competitor: Nimbooz Fanta has two flavors apple & orange. This is very popular drink among females. Competitor: Mirinda, Parles Appy fizz

MAAZA
This has mango flavor. Maaza is popular among children and women. Competitor: Slice, frooti

MINUTE MAID pulpy orange

This is orange juice .This contains no sugar & added flavor .This is a family drink. Competitor: Tropicana

KINLEY
This comes in two variety-mineral water & soda. Mineral water is used by all but soda is commonly used for alcoholic purpose by adult people. Competitor: Aquafina, Bisleri

2.1 COKE MISSION , VALUES ,OBJECTIVE,AND GUIDING PRINCIPLE KCM Page 29

2.1.1 MISSION: We aspire to make Coca cola company the world premier consumer product company focused on convenient foods and beverages. We seek to produce healthy financial reward to investors as we provide opportunities for growth and enrichment to our employees, our business partner and the communities in which we operate. And in everything we do, we strive to act with honesty, openness, fairness and integrity. To achieve our mission, we have articulated the behaviours that will help us get there in our values statement. Everything done is inspired by enduring mission. To refresh the world.............In body, mind & spirit. To inspire moments of optimism..........through their brands &their actions To create value & make a difference..........everywhere they engage.

2.1.2 VISION: To achieve sustainable growth have established a vision with clear goals. People: Being a great place to work where people are inspired to be the best they can be. Planet:Being a responsible global citizen that makes a difference. Portfolio:Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples' desires and needs. Partners:Nurturing a winning network of partners and building mutual loyalty. Profit:Maximizing return to shareowners while being mindful of our overall responsibilities.

2.1.3 GOALS: We Will Reinvigorate Growth , Of Our Company , And We Will Inspire Our People. 2.1.4 COCA COLA COMPANYS VALUE: KCM Page 30

Our commitment is to deliver sustained growth through empowered people acting with responsibility and building trust.

Sustained growth is fundamental to motivate and measure our success. Our quest for sustained growth stimulated innovation, places on result and helps us to understand whether actions of today will contribute to our future.

Empowered people means we have the freedom to act and think in ways that we feel will get the job done, while being consistent with the processes that ensure proper governance and being mindful of the rest of the companys need. Responsibility and trust from the foundation for healthy growth. Its about earning the confidence that other people place in us as individuals and as a company.

2.1.5 Objectives of the Company: Mainly all companies' objectives are to survive, maximize their profits and to expand their business, however, from when Coca Cola had started, over the years they had achieved these objectives. So the company have come up with six strategic objectives to provide the company with a framework for the company's success. In 2003, every function of The Coca-Cola Company integrated these priorities into their business plans. And this year, they will continue to establish these priorities, and their benefits into every aspect the business.

2.1.6 Coca Cola's Six Strategic Priorities: 1. Accelerate carbonated soft-drinks growth led by coca cola Coca Cola leads with their strengths. Carbonated soft drinks remain their most profitable business and Coca Cola is the most popular brand in the world. This strategy paves the way for growth.

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2. Selectively broaden our family of beverage brands to drive profitable growth Enormous opportunity exists in categories such as juice and juice drinks, bottled water, teas, energy drinks, coffee and more.

3. Grow system profitability and capability together with our bottling partners Coca Cola is a company of relationships, and one of our most important relationships is the one we share with our bottling partners. In 2003, those relationships became more profitable and productive.

4. Serve customers with creativity and consistency to generate growth across all channels We will continually strive to increase growth for the customers' businesses, helping create a context for the company's growth.

5. Direct investments to highest-potential areas across markets Coca Cola tailor their business approach to the individual marketplace based on its stage of development. In this way, we direct our investments in a way that makes the most business sense.

6. Drive efficiency and cost-effectiveness everywhere by leveraging technology, creating alignment across business units and achieving economies of scale, we are able to operate with more efficiency. To maximise profits enables the company to enhance the business, to expand the business, allow business to take over another business, buy new machineries, and pay more dividends to the shareholders. Enhancing the business means to upgrade the business in a sense that a business buys new Computers, new office equipments, new furniture, expand the office, employee more labour etc. These six objectives are just not the businesses objectives but they provide the framework for the company's success. They achieve these goals very successfully by striving for carrying out against a crystal clear strategy for success, and by doing so with an unwavering commitment to quality.

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2.1.7 COCA COLA GUIDING PRINCIPLE: This is how we carry out our commitment .we always strive to Care for customer, consumer and the world we live in. our success depends on a thorough understanding of our customer and communities.

Sell only the product we can proud of. The test of our standing is that we must be able to personally endorse our product without reservation and consume them ourselves. Speak with truth and condor. We speak up; telling whole picture not just what is convenient to achieve individual goals.

Balance short term and long term. We make a decision that holds both short term and long term risks and benefits in balance overtime. Without this balance, we cant achieve the goal of sustainable growth.

Win with diversity and inclusion. We leverage a work environment that embraces people with diverse traits and different ways of thinking. This leads to innovation, the ability to identify new market opportunities, all of which helps to develop new product and drives our ability to sustain our commitments to growth through empowered people.

Respect others and succeed together. This company is built on individual excellence and personal accountability, but no one can achieve their goal by act alone, we need great people who can have the capability of working together, whether in structured teams or informal collaboration.

ORGANIZATION STRUCTURE:

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Every business works using an organizational structure, this means that the organization has its staff organized in a certain way depending on the staff, their responsibilities and whom they must report to. Cultures and management styles play a massive part in organizing the structure. As the Coca Cola Company is a large multinational company, it is made up of many organizational structures, these are broken down into the different units that are located around the world, which are; North America, Africa, Asia, Europe, Eurasia and Middle East and finally Latin America. Each unit is then organized into their own organizational structure. The following structure shows the Coca Cola Company in the Great Britain. Then each of the different departments has their own structure.

STRUCTURE OF HIERARCHY:

CM MD

DIR. MKT.

DIR. FIN.

DIR. PER.

DIR. PRO

MANAGERS

MM C. E.
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FM
C. E.

HR M
C. E.

PM

C. E.
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CHART NO- 3.1 : STRUCTURE OF HIERARCHY

HERE: CM- Chairmen, MD- Managing Director, DIR- Director (Marketing, finance, Personnel, Production), CE- Customer Executive,

McKENSEYS 7S MODEL

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STRUCTURE: Structures describe the hierarchy of authority and accountability in an organization. The four basic structural forms are the functional form, Divisional structure, Matrix structure and Network structure. SKILL:The training will be given to enhance the environmental awareness among employees through training, development and education.

STYLE: Top down, participative and authoritative. KCM Page 36

STRATEGY: Flavours are used as major content in production of SOFTDRINKS and other products.

SYSTEM: The company uses FIFO that is First in First out inventory.

STAFF: Permanent-154 Seasonal- 160 Total314

SHARED VALUE: TEAM WORK, RESPECT, TRANSPERANCY IN PROCESS, etc.

FUNCTIONAL AREAS

Every organisation is made up of different departments, each of these departments help Coca Cola achieve their objectives. As Coca Cola is a large multinational company, the amounts of departments are huge. Each country has their own Head Office and departments. Coca Cola is geographically split into five geographic operating segments, also known as strategic business units (SBU's). The five SBU's are North America, Africa,

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Asia, Europe, Eurasia and Middle East and finally Latin America. If all these departments perform in the correct way then that will continue the success of Coca Cola.

STATEGEIS OF COCA COLA COMPANY: What will drive our success in the future? Not just growth, but sustainable growth -meeting our short-term commitments while investing to meet our long-term goals. And we have a vision and clear goals to guide our journey to achieve long-term growth -- the kind of long-term growth that allows careers to flourish.

We are building on our fundamental strengths in marketing and innovation, driving increased efficiency and effectiveness in interactions with our system and generating new energy through core brands that focus on health and wellness. We are poised to capture the opportunity in so many ways. Here are just a few: With the world's most recognized family of brands, we deliver more than 2,800 products to 200 countries around the world -- not just soft drinks, but juice and juice drinks, sports drinks, water, even coffee and milk. And every day we explore new ways to create and share beverages to energize, relax, nourish, hydrate and enjoy. As the world's largest distributor of non-alcoholic beverages, we maintain a trusted local presence in every community we serve. We are constantly looking ahead to anticipate what our communities may need and gathering resources to support them. We've increased our annual marketing budget substantially, launched many new products, and developed a model to help our retail customers maximize their sales while we continue to plan for the next one, five and ten years in business. We need highly skilled, ambitious, innovative people who think entrepreneurially and thrive on teamwork.

Human Resource Management within Coca Cola

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Human Resource Management is an essential part for any organization. Moreover, development of this department is the first step, the ground on which the future of the company depends. It is essential for every single business unit and especially for such international company as Coca Cola. It is people, not technology who create the company. Human Resource Management at Coca Cola Company has many advantages. It is the global company and it is impossible to create certain policies or procedures applicable in all divisions of the company, cultural and political differences need to be taken into account. Therefore, the focus of this paper will be on four tasks and duties of Human Resource Management (performance management, compensation, career development, succession planning) based on the United States procedures.

Basically the HRM practices are necessary for every organization. But unfortunately in Pakistan not so much used HRM practices. In multinational companies like coca cola have their own separate department of HRM. According senior executive of HR WaqarMahmood our HR department consist of 29 people in Gujranwala plant.

Every organization has its own policies and strategies by which they control the functions of their departments. Similarly, we also have own policies and strategies by which we control all the functions of our departments. coca cola HR department is also conducting all the practices of HRM like Job analysis and design of work, recruitment and selection, training and development, performance appraisals, compensation, employee relationships, staff welfare and medical policies and some other things like that. These all practices are conducted by own policies and strategies.

HR department not make decisions related of its own department, they also conduct in companys decision. Job analysis and designing

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Job analysis is the procedure for determining the duties and skill requirements of a job and the kind of person who should be hire for it. Job analysis consists of two products one is job description and second job specification.

Job description: a list of job duties, responsibilities, reporting relationship, working conditions, and supervisory responsibilities- one product of a job. Job specification: a list of a jobs human requirements that is requisites education, skills, personality, and so on-other product of a job analysis. Coca cola company HR department check its own job description and job analysis in which they get the information about employees work activities, human behavior, performance standard, job context and human requirements and also other information related to this conduct.

HR department of coca cola used this information for Recruiting, selection, compensation, performance appraisal, training, and employees relationship. Planning and Forecasting The process of deciding what positions the firm will have to fill, and how to fill them. Coca cola HR department involves in company strategic planning and they also make sufficient planning for hiring new employees in the future. We forecast for the expected employees needs in the organization. We forecast of employees on the change technology and increasing in productivity.

After planning we send this report to the head office for approval. If we get approval from the head office then we start recruitment process. RECRUMENT PROCESS Our recruitment process is well established first of all we give ads in news papers, company website, institutions etc.Once we receive an application form, from candidates with required documents and C V.

Internal recruitment External recruitment External Selection process

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The selection process will vary depending on the position youre applying for, as one process cant fit all the different roles we have here at CCE. However, in most cases a combination of any of the following tools will be used:

Interview Group exercises Presentations Psychometric tests Role plays/Situational Exercises Interview The interview is designed to reveal more about you and your experiences. Well ask for examples of how you behaved in different situations, maybe at school, university, a club, at home or in previous jobs. This is not designed to 'catch you out' and our interviewers will never try and trick you into an answer. Be honest, be yourself and it should be an enjoyable experience.

Also, dont forget that this is your chance to find out more about us and ask questions. Remember, interviews are a two-way process so use it to understand the nature of the role and to make sure it really is what youre looking for.

Group exercises Were very much a team at CCE so these will show us how effectively you work with people. Theyre a good opportunity for us to see how you communicate, influence and involve other people in the workplace.

Presentations give you the chance to show your ability to communicate to a group of people on a specific topic. You may be given a topic in advance or on the day, but dont worry youll have plenty of time to prepare.

Psychometric tests Psychometric tests are timed exercises that examine your abilities and potential. On occasions, we may also use a personality assessment tool that is designed to find out more specific things about you. If youre asked to complete a psychometric test, well send you information and advice in advance on how to prepare.

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Designed to assess how you react in certain situations, these help to highlight particular skills and how well youre suited for a position. You may be given facts and figures to review, or a report to complete; we may also have an assessor acting as a customer or employee to simulate a situation that could occur in the workplace. Dont worry, youll be given a brief and ample time to prepare.

Training process of employees Training process is essential part of every employee with out training; employee can not come to now the procedure of work, rules and regulations of firm, some times when new technology is introduced it is also responsibility of a firm to train its employees.

After recruiting the fresh employee we train them for three months and also pay them salaries after three months they become part of a firm We also give training to already exist employee it depend upon condition for example if new technology is introduced first of all we give full training to them about new technology then we allow them to start their job .

Performance appraisal Coca cola performance appraisal is annually Hrmangerwaqarmahmood said that we appraise the employee due to their performance about goals of the organization .we set the goals started the year and tell the employees about the goal if the employees achieve this goal we appraise the employees.

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Steps in appraising performance The performance appraisal process process contains three steps; Define the job Appraise the performance Provide feedback

Define the job; Means making sure that you and your subordinate agree on his or her duties and job standard. Appraise performance; Page 42

Means comparing your subsssssordinates actual performance to the standards that have been set. Provide feedback; Means discuss the subordinate performance and progress, and make plans for any development required. Compensation and benefits Objective of compensation Our compensation objective is to improve performance of employees and convey a message to employees that company is loyal with employees. HR department manage says that employees are our assets, there for we are careful about their health and benefits. We give following compensation and benefits: Basic salary Bonus Medical facility Pick and drop Gratuity fund Social security We get many advantages from our employees because they are happy from company. Our employees are satisfy from our compensation and in the coca cola never downsizing occurred which shows that well relationship between employees and company.

EMPLOYEE RELATIONSHIP Employees are the most important assets of every company so it is very important to give them importance. The satisfaction of the employees makes the company successful. The reason is that if the employees of the company are satisfied then they will work hard for the development of the company but if they are not satisfied with the companys policies and they are not given their rights then they will leave the company which can turn into a big loss. So employees relationship is very important for every company.

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 Every company has its own policy. We have also got our own policy by which we give importance to our employees if any employee faces some kind of problem related to his life or work then he can directly go to the manager and he can share all of his problems. This thing should be adopted by every company because this makes the employee satisfied with the company. We believe that an open door policy is the best policy for employees relations because due to this, our employees feel very independent and they know that if they get any problem, they can contact directlthe manager of their department. So we strongly believe that such policy makes our employees satisfy with us.

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Marketing:

The Coca Cola marketing department at the Atlanta Headquarters develops core strategies for company brands to ensure that all communication is consistent in every market. With this cohesive effort, the Coca-Cola system maximizes its resources for market leadership and profitable growth. The marketing departments are responsible for marketing the products and advertising the products and promoting the products. If all these departments perform their duty firmly then the objectives of The Coca-Cola Company will meets. Market share - Coca Cola, in 2000, took up 20.3% of the following drinks. The chart shows that 89% of sales come from soft drinks, 50% of the soft drinks sales come from Coca Cola.

STRUCTURE OF MARKETING DEPARTMENT:

The structure of the marketingdepartment is quite simple and is equally spaced out. It is a formal structure, which means that it has limited communication channels, the arrows show the flow of communication, it is mainly vertical flows of communication. You can easily see no problems in this structure as the span of control is spaced out and can easily be managed.

M.U.H

U.H.

T.D.M.

T.D.M.

T.D.M.

T.D.M.

A.D.C.

A.D.C.

A.D.C.

A.D.C.

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C.E.

C.E.

C.E.

C.E.

SALESMAN

SALESMAN

SALESMAN

SALESMAN

SALESMAN

CHART NO- 4.1 : STRUCTURE OF MARKETING

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HERE:M.U.H. U.H. MARKET UNIT HEAD. UNIT HEAD.

T.D.M -TERRITORY DEVELOPMENT MANAGER. A.D.C. C.E. ACCOUNTS DEVELOPMENT CO-ORDINATOR. CUSTOMER EXECUTIVE.

MARKETING STRTEGIES: The Coca-Cola Company is the worlds leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups. Its world headquarters is based in Atlanta, Georgia. The company and its subsidiaries employ nearly 31,000 people around the world. The Coca-Cola Company manufactures syrups, concentrates and beverage bases for Coca-Cola, the companys 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-Colas 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 Dominos Pizza. Coca-Cola is also testing a new plastic cup in the famous Coca-Cola contour.

They are also coming out with a new curved can. Coca-Cola and One 2 One are teaming up for a promotion called, Collect and Connect. According to consumer specialist, Robert Bertini, the cans stand out on the shelves and are fun to hold. Cokes logo has become a widely known at music and sports events. They will reintroduce its winning commemorative Coca-Cola classic bottles featuring the members of the Coca-Cola Racing Team. The phone and service can be altered but Coke will use the text messaging service to inform customers of new promotions.

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Coca-Cola has also signed a three year deal with AOL valued at 100 million dollars linking packaging and promotional activities from the retail shelves to cyberspace.

Market Share of 2010 :

Coca-Cola Classic 20.3%

Pepsi 13.9%

Diet Coke 8.6%

Mountain Dew 7.1%

Sprite 6.5%

Dr. Pepper 6.2%

Diet Pepsi 4.9%

Seven-Up 2.0%

Minute Maid Orange 1.5%

Others 29%

Total 100%

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Both 63%

Pepsi

Coke

Coke 22%

Pepsi 15%

Both

CHART:-4.2 Diagram showing percentage of Retailers who sold Exclusively Pepsi, Coke or Both in different areasof Lucknow.

Finance: FINANCIAL GROWTH FROM ORIGEN: Coca-Cola sold only 25 bottles in the first year Now, they sell is over one billion bottles per day A single share in Coke that was bought in 1919 would be worth $92,500 in 1997 1s919 is when the Coca-Cola went public From 1993 to 2003 coca cola invested more than Us$ 1 billion in India. Coca cola India achieved 39% volume growth and 23% industrial growth reaching break even profitability in the region in 2002

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STRUCTURE OF FINANCE DEPARTMENT

Unit Head Sales Account Head

Accounts Executive

Accounts Executive

Accounts Executive

CHART NO- 4.4 : STRUCTURE OF FINANCE

Packaging:

The packaging department of The Coca-Cola Department is responsible for the packaging of the products. They have to make the packaging attractive Bringing so new that that product package meets is their the eyes of the It consumers. works with

products

responsibility.

the companies bottling partners to produce an attractive combination. STRUCTURE OF PACKAGING DEPARTMENT:

Packaging Manager

Packaging Head

Packaging Executive

CHART-4.6: STRUCTURE OF PACKAGING

PackagingIncharge

Policies & Strategies:

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There are various functional areas and they have different-different policies and strategies for each and every department. Thats policies and procedures are way of the success. What will drive our success in the future? Not just growth, but sustainable growth -- meeting our short-term commitments while investing to meet our long-term goals. And we have a vision and clear goals to guide our journey to achieve long-term growth -- the kind of long-term growth that allows careers to flourish. RESEARCH AND DEVELOPMENT DEPATMENT

This department has their budget given by the finance department and their responsibility is to investigate new products. They work closely with marketing by looking at marketing research findings. They have to bring new products in the market for the change because the consumer cannot stick with the same old products. If necessary then they also have to improve the quality of the products. The Coca-Cola Company research department has done a lot of research and recently they have launched many new products like Diet coke with lemon, Fanta Tropical, Minute maids, Fanta raspberry, Fanta blue berry etc.

STRUCTURE OF R & D DEPARTMENT:

R&D HEAD

R & D Incharge
CHART- 4.7 STRUCTURE OF R& D DEPT.

R & DIncharge

Policies & Strategies: KCM Page 51

There are various functional areas and they have different-different policies and strategies for each and every department. Thats policies and procedures are way of the success. What will drive our success in the future? Not just growth, but sustainable growth -- meeting our short-term commitments while investing to meet our long-term goals. And we have a vision and clear goals to guide our journey to achieve long-term growth -- the kind of long-term growth that allows careers to flourish.

Administration:

This department is essential for keeping the business going. They act as a help support of the company, it is not the central purpose the business but every business organization would need this department. Most businesses rely on administration to be organized. They deal with enquiries, give messages produce documents and give information to any customer. The complaints that this department will get would be transferred to the research and development department to make the product better or fix the problem that the consumer is having. These departments are the most important department of The Coca-Cola Company because they helps the company to meets the objectives of The Coca-Cola Company i.e. surviving, customer satisfaction and make more profits. As I said that the help desk department satisfies the customer by providing the information they needs and taking the complaints and passing to the research and development departments who improves the products.

Policies & Strategies:

There are various functional areas and they have different-different policies and strategies for each and every department. Thats policies and procedures are way of the success. What will drive our success in the future? Not just growth, but sustainable growth -- meeting our short-term commitments while investing to meet our long-term goals. And we have a visionand clear goals to guide our journey to achieve long-term growth -- the kind of long-term growth that allows careers to KCM Page 52

flourish.

STRUCTURE OF PERSONNEL DEPARTMENT

For any origination the personnel existing in the organisation are very important. The topic covered under this chapter is personnel policy, recruitment, selection, training, performance appraisal, remuneration, and other functions of the department.

Unit Manager Personnel Manager

.

TDM ADC CE
CHART- 4.8 STRUCTURE OF PERSONNEL DEPT.

Policies & Strategies:

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There are various functional areas and they have different-different policies and strategies for each and every department. Thats policies and procedures are way of the success. What will drive our success in the future? Not just growth, but sustainable growth -- meeting our short-term commitments while investing to meet our long-term goals. And we have a vision and clear goals to guide our journey to achieve long-term growth -- the kind of long-term growth that allows careers to flourish.

STRUCTURE OF PRODUCTION DEPARTMENT:

Plant Managers Plant Accountant Production Manager Shipping Head

Supply Executive
CHART- 4.9 STRUCTURE OF PRODUCTION DEPT.

Shipping Incharge

STRUCTURE OF PURCHASE DEPARTMENT

Purchase Manager
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Purchase Executive

Purchase Executive

CHART- 4.91 STRUCTURE OF PURCHASE DEPT.

Management Styles:

There are four main types of management styles that each business would use. Coca Cola have four principles of citizenship that they would have to incorporate into the management style:

* Provide quality in the marketplace

* Enrich the workplace

* Preserve the environment

* Strengthen the community

A management style is an overall method of leadership used by the manager. The Coca Cola Company use the following management styles, but each one in different departments. There are three main types of management styles used in businesses:

Autocratic

Where the leader makes all the decisions, there is no negotiation and is very prescriptive and there is little job satisfaction. However, the job gets done quickly and there is less conflict between different ideas. This style is hardly used among the company as they believe that the lack of input could lead to poor results. Autocratic does save a lot of time as quick decisions can be made and there is no time wasted KCM Page 55

on discussion resulting in the business saving time and money.

Democratic

this emphasises on group agreements to generate new ideas. There are two types of democratic management styles; democratic and consultative democratic. Democratic is where all the managers, junior managers and employees are involved in the ideas and final decision process. Out of all the workers, no-one has a higher level than the others n this management style.

Consultative democratic

his is where the managers allow the employees to make the ideas but the ideas are forwarded to the executive's or the manager consults their team to make the final decision. Coca Cola applies consultative management style to the company more as there can be less conflict for what the final decision is. The advantage of this is that it helps to motivate staff as they are aware that they have a say in the company to some extent. The disadvantages of this that the process is very time consuming and effort will be needed by a manager to do this.

Management encourages employees to set goals in line within the organization aims. There are reviewed regularly in performance appraisals. The advantages of this style are that it will increase efficiency of individuals and help to motivate them and train them so they are productive. The disadvantages of this are that it needs to be well organized and will not work in highly structured jobs.

Democratic style is the management style that Coca cola adopts. This sort of management style involves empowerment. In this management style individuals and teams are given responsibilities and decisions to make, usually within a given framework. If anything wrong happens then the individuals and teams are then held responsible for the decisions that are chosen. With this type of management style it allows the manager to feel comfortable with other people in the organization making some of the decisions. Democratic managers will often want KCM Page 56

feedback from their employees on decisions being made. Democratic leaders listen and act on the opinions of the group. This type of management is good as it makes the employees happy and productivity is high. This is a very good method because employee's thoughts and suggestions are listened to by the business. This makes the employees seem as if they are respected and that their thoughts are valid.

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5 SWOT ANALYSIS

5.1STRENGTHS Strong brand name. Huge market shares in India and USA. Glamorous, attractive and effective advertisement campaign. Wide brand variety to face the competition and to serve the mass. Attractive sales promotional schemes. Excellent product design. Strong financial backing. Extensive distribution network of over 3,00,000 outlets. Adopts aggressive and innovative advertising strategies.

5.2 WEAKNESS Retailers did not support the schemes and tries to create confusion in the market. Its taste is too sweet. Very high budget for sales promotion and advertisement. Uneducated salesman, unable to handle the retailers properly. Perceived only as a pleasure drink. Internationally Coke has a well-diversified product line

5.3 OPPORTUNITY The present per capita consumption in India is very low. The growth opportunity is phenomenal. FMCG products future is very bright. Rate of social change is increasing. Effective utilization of the vast distribution network. An opportunity for Pepsi is more because Cokes relationship with its bottler is deteriorating. KCM Page 58

5.4 THREATS The retailers may revolt against the company, because its different schemes would affect their sales. The competition in the market is the major threat to the company. Losing market share due to ineffective work force. Local brands are the major setback for the company because they imitate packing and looks.

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FINDINGS & SUGESSTION

6.1 FINDINGS

1. The company is wholly owned by the Private, so it has to follow the rules and regulation made by the company. 2. The company is under utilizing its capacity. 3. The company is using old and new machineries for production. 4. Underutilization of Labour force. 5. The distribution channel is not effective in South India. 6. The availability of raw-material are scares, therefore the cost of raw material is very high and expensive. 7. Neglecting fresh blood in the company.

6.2 SUGESSTION Workshop to enhance the personal development of the respondents along with their interpersonal skills should be conducted. The HR department should create awareness among the existing company policies and should conduct workshops. The company should provide quality food at subsidized rates. Rewards should be given depending upon the performance of the employees. Self-appraisal should be encouraged. To give opportunity for new enthusiastic and creative people to contribute in development of companies growth By applying JIT process it can reduce the inventory cost Increase the marketing network by which sales can be increased. Get the feedback Workshop to enhance the personal development of the respondents along with their interpersonal skills should be conducted. The HR department should create awareness among the existing company policies and should conduct workshops. KCM Page 60

The company should provide quality food at subsidized rates. Rewards should be given depending upon the performance of the employees. Self-appraisal should be encouraged. To give opportunity for new enthusiastic and creative people to contribute in development of companies growth By applying JIT process it can reduce the inventory cost.

Get the feedbacks from the customer regarding the quality of the s from the customer regarding the quality.

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6.3 CONCLUSION

After studying the plant, the various departments, organization structure and the market, the following conclusion are drawn: Coca cola follows the same policies as far as marketing is concerned around the world It has a good product line and products to tap all the segments of the market. With these brands, and price flexibility, Pepsi can compete with international, national as well as local brands. The plant is scientifically laid out and the type of lay out is process layout. The plant capacity in one line is 500/hr, line 2 is 1200/hr, line 3 is 850/hr.line 4 is 775/hr The factory is running to full capacity. It operates in three shift.

6 A.M. to 2 p.m.- 1st shift 2 p.m. to 10 p.m. 2nd shift 10 p.m. to 6 a.m.- 3rd shift

The total permanent employees in the plant are: 1. Managers and executives 34 2. Other factory staff- 136 Coca cola has conquered both the soft drink market and the heart of millions of consumer both at home and around the globe by its quality products. The 46% market share in the Indian market has made the coke a good product. It can pitch in its success to its sparkling people around, who have the ability to transform dream in to reality, bountiful resources and the like. Brand coke has maintained its dominant leadership in the soft drinks industry with a 24.5 percent share.

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8 BIBLIOGRAPHY

Internet site o www.cocacola.com o www.pepsico.com Record of N.M. Soft drinks, Sat Nirnkari Colony, Delhi Record of luminous marketing. News items of English dailies, published from New Delhi. The Times of India The Telegraph The Economic Times Advertisement on coke products. Advertisement on Pepsi product. Consulted Libraries o American Library o British Library Consulted Books o Research for marketing Decision by P. Green, D.S. Tull, G. Albaum Marketing Management -Phillip Kotler.

Company details: organizational journals

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