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WELCOME TO THE

A PROJECT RELATING
MARKET ANALYZE ON PLACEMENT AND OFF TAKE OF NIMBU

FRESH AND AVAILABILITY OF COKE WITH DISPLAY

UNDER THE GUIDANCE OF: ANJANI (Management Trainer) MARKET DEVELOPERS OF RANCHI

SUBMITTED BY

Manish Bihari Sharan


SESSION- 2011-13
MASTERS OF BUSINESS ADMINISTRATION (MARKETING)

Surya School Of Business Management, PUNJAB DURATION: 19TH JUNE 04TH AUGUST

A
Project On
MARKET ANALYZE ON PLACEMENT AND OFF TAKE OF NIMBU

FRESH AND AVAILABILITY OF COKE

For HINDUSTAN COCA-COLA BEVERAGES PVT LTD.


(E-1, Industrial Area, Patliputra, Patna) Under: Chama Enterprises, Ranchi Submitted in partial fulfillment of the requirement Of MASTER OF BUSINESS ADMINISTRATION Of Surya School Of Business Management PUNJAB,

Submitted By

MANISH BIHARI SHARAN


M.B.A SESSION-2011-13 Surya School Of Business Management PUNJAB
DURATION: 19TH JUNE 04TH AUGUST

INDEX
1. 2. 3. 4. 5. PREFACE ACKNOWLEDGEMENT EXECUTIVE SUMMARY ABOUT THE PROJECT HISTORY OF COCA COLA
EVOLUTION OF COCA COLA ADVERTISING HISTORY OF COCA COLA THE COCA COLA BUSINESS IN INDIA THE MAIN BRANDS IN INDIA TYPES OF COKE

6. PRODUCTION OPERATIONS 7. VISION AND MISSION 8. SALES PROMOTION


PUSH AND PULL STRATEGY PROMOTION STRATEGY PRICE STRATEGY SALES PROMOTION ACTIVITIES

9. PERFORMANCE GRAPH 10. FINANCIAL DATA 11. ANALYSIS OF CONSOLIDATED STATEMENT OF INCOME 12. BALANCE SHEET 13. CORE CAPABILITIES 14. DISTRIBUTION NETWORK 15. POLITICAL CHALLENGES 16. COMPETITION 17. PROMISE OF COKE 18. COKE THANDA MATLAB COCA COLA 19. ABOUT MINUTE MAID NIMBU FRESH 20. DISPLAY SCHEMES 21. RESEARCH METHODOLOGY 22. DATA ANALYSIS AND INTERPRETATION
SURVEY OF OUTLETS IN RANCHI AREAS COVERED COMPETITION MAPPING OFFTAKE OF NIMBU FRESH

STEPS INCLUDE OUTLETS DATA

23. GRAPHICAL REPRESENTATION 24. RECOMMENDATIONS 25. SWOT ANALYSIS 26. CONCLUSION 27. QUESTIONNAIRE 28. BIBILIOGRAPHY 29. CORPORATE LEARNING

PREFACE
In todays highly competitive world, we need to change and to improve ourselves to complete
with it and learn more about jobs, spurious and the informations related to the outer world. But we cannot get all these only by theoretical knowledge; there is a need to the Real world. For a student of a professional course like MBA, the significance of practical knowledge gained through the Summer Training is Enormous. During this period one gets the opportunity to see how the market works in Real World. In todays highly competitive beverages industry market knowledge of emerging trends of beverages industry is of much importance to the company and aids the management in farming the companies strategies and policies. The present study has been carried out with the objective of finding out the effective placement of a new product Nimbu Fresh and coke. This Project Report on Market Analyze on Placement and off take of Nimbu Fresh and availability of coke is based on my six weeks of training with Hindustan Coca Cola Beverages Pvt. Ltd. During this period, I was provided with an excellent opportunity to study and analyze the market. This analysis provided me the practical knowledge of the Market. I have tried my best to arrange and write down the report in good and systematic way and I hope my project will help the organization in making decisions regarding the mentioned topic.

ACKNOWLEDGEMENT
A person has few things which leave an impression in to the mind. My Summer Training is one
of the events which will evergreen my carrier and life as I have been placed in the worlds largest Soft Drinks Hindustan Coca Cola Beverages Pvt. Ltd. I would like to express my heartiest gratitude to Ms. Ritika Verma (HR Manager) Hindustan Coca-Cola Beverages Pvt. Ltd. Patna for giving me an opportunity to associate myself in carrying out my project titled Market Analyze on Placement and off take of Nimbu Fresh and
availability of coke.

I am also sincerely thankful to Market Developers under whose 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. I m also thankful to outlet holders to whom I visited for their support, information, Cooperation, advice to complete my project detail. It is a privilege to express my sincere thanks to my Project Guide Mr. Anjani and for giving me an opportunity to undergo this project. The work culture and environment at Coca Cola was just ideal for me. I am thankful and obliged to all the officials for their co-ordination and continuous support, without whom it would have been very difficult for me in achieving my target and making the project successful. Thank you everyone . MANISH BIHARI SHARAN

EXECUTIVE SUMMERY
This project comprises of two parts one is to analyze the market on the placement and its off
take of Nimbu Fresh .The main objective of this study was to know the placement situation of the Nimbu Fresh. As this Nimbu Fresh is a new Product of Coca Cola the study is based on its placement and off take with its availability and Display in outlets of Ranchi. Another part consists; the study of availability of Coke in Ranchi. The main aim of study of this is to recognize the availability of products in the outlets and to go through the display of the products. By looking into this study, the company will be able to take corrective measures to avoid the loopholes provided by the company in earlier Period as a result the market share of the company will increase. The study gives a brief idea about the company, its history and how the company sales Force operates globally and acts locally. In this project first of all it was necessary to have adequate knowledge about the product viz. Nimbu Fresh and Coke and the demographic and geographical structure of Ranchi. After imbibing proper knowledge of the products the next task was to frame a Questionnaire as we had to go through the outlets to acquire the desirable data. On the basis of the acquired data and benchmarking the various schemes of effective placement of products was made for the retailers along with the various display schemes to overcome the off takes of the product and for a better mid share of the consumers. The coca-cola company follows strict policies and Takes necessary steps to improve its sales by providing better services to consumers within a short period of time where the company is lagging behind. Therefore the company is the market leader among all beverages companies today.

ABOUT THE PROJECT


This project is about the Placement and off take of Nimbu Fresh and availability of coke in Ranchi,
so there are various things are to be done to make a plan for effective distribution of Nimbu Fresh and Coke. Firstly Proper knowledge of the product, its history, its launch in the market of India, its association with Coca Cola, pricing structure is to be known. Then the Demographic profile of Ranchi is to be understood with the total geographic set up is known. Then the competitors are to be traced out. Adequate knowledge about the competitors, their products and their total distribution process is to find out. Effective analyze of products on their placement and off take is to be done. Effective Route Plan should be made. Plan for Effective placement, off take, availability and Display is to be made.

HISTORY OF COCA COLA


The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on

May 8, 1886. About nine servings of the soft drink were sold each day. Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The name "Coca-Cola" was suggested by Dr. Pemberton's bookkeeper, Frank Robinson. He penned the name CocaCola in the flowing script that is famous today. Coca-Cola was first sold at a soda fountain in Jacob's Pharmacy in Atlanta by Willis Venable. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expanses, so the first year of sales were a loss. Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut. In 1887, another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. By the late 1890s, Coca Cola was one of America's most popular fountain drinks; Candler's aggressive marketing of the product takes credit for that. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900. Advertising was an important factor in John Pemberton and Asa Candler's Success and by the turn of the century, the drink was sold across the United States and Canada. Coca Cola began selling syrup to independent bottling companies licensed to sell the drink. Still today, the US soft drink industry is organized on this principle Coca-Cola was invented by Doctor John Pemberton a pharmacist from Atlanta Georgia in May of 1886. John Pemberton concocted the Coca Cola formula in a three legged brass kettle; all this was done in his backyard. The name Coca Cola was actually given to John Pemberton by his bookkeeper Frank Robinson Frank Robinson had excellent penmanship. He first scripted Coca Cola" into the flowing letters which has become the famous logo we know and love today.

The Coca-Cola Company is the world's leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, with world headquarters in Atlanta, Georgia. The Company and its subsidiaries employ nearly 31,000 people around the world. Syrups, concentrates and beverage bases for Coca-Cola, the Company's flagship brand, and over 300 other Company soft-drink brands are manufactured and sold by The Coca-Cola Company and its subsidiaries in nearly 200 countries around the world. The Coca-Cola Company is the worlds leading owner and marketer of nonalcoholic beverage brands and the worlds largest manufacturer, distributor and marketer of concentrates and syrups used to produce nonalcoholic beverages. We own or license and market more than 500 nonalcoholic beverage brands, primarily sparkling beverages but also a variety of still beverages such as waters, enhanced waters, juices and juice drinks, ready-to-drink teas and coffees, and energy and sports drinks. Finished beverage products bearing our trademarks, sold in the United States since 1886, are now sold in more than 200 countries. Along with Coca-Cola, which is recognized as the worlds most valuable brand, we own and market four of the worlds top five nonalcoholic sparkling beverage brands, including Diet Coke, Fanta and Sprite? We manufacture beverage concentrates and syrups, which we sell to authorized bottling and canning operations (to which we typically refer as our bottlers or our bottling partners) who use the concentrates and syrups to produce finished beverage products. We also manufacture, or authorize bottling partners to manufacture, fountain syrups, which we sell to fountain retailers such as restaurants and convenience stores which use the fountain syrups to produce finished beverages for immediate consumption, or to fountain wholesalers or bottlers, which in turn sell and distribute the fountain syrups to fountain retailers. In addition, we manufacture certain finished beverages, such as juices and juice drinks and water products, which we sell to retailers directly or through wholesalers or other distributors, including bottling partners. While most of our branded beverage products are manufactured, sold and distributed by independently owned and managed bottling partners, from time to time we do acquire or take control of bottling or canning operations, often, but not always, in underperforming markets where we believe we can use our resources and expertise to improve performance. In addition, we have no controlling ownership interests in numerous beverage joint ventures, bottling partners and emerging beverage companies. We make our branded beverage products available to consumers throughout the world through our network of bottling partners, distributors, wholesalers and retailers the worlds largest beverage distribution system. We were incorporated in September 1919 under the laws of the State of Delaware and succeeded to the business of a Georgia corporation with the same name that had been organized in 1892. Our Company is one of numerous competitors in the commercial beverages market. Of the approximately 54 billion beverage servings of all types consumed worldwide every day, beverages bearing trademarks owned by or licensed to us account for approximately 1.6 billion.

EVOLUTION OF COCA COLA


Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early
growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. 1894 A modest start for a Bold Idea In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling CocaCola to sell, using a common glass bottle called a Hutchinson. Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales. 1899 The first bottling agreement

Two young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States (specifically excluding Vicksburg) -- for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture. 1900-1909 Rapid growth The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were open only during hot-weather months when demand was high.

1916 Birth of the contour bottle Bottlers worried that the straight-sided bottle for Coca- Cola was easily confused with imitators. A group representing the Company and bottlers asked glass manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won enthusiastic approval in 1915 and was introduced in 1916. The contour bottle became one of the few packages ever granted trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the world -even in the dark!

1920s Bottling overtakes fountain sales As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit after their 1923 introduction. A few years later, open-top metal coolers became the forerunners of automated vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales. 1920s and 30s International expansion Led by longtime Company leader Robert W. Woodruff, chief executive officer and chairman of the Board, the Company began a major push to establish bottling operations outside the U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy, Peru, Spain, Australia and South Africa. By the time World War II began, Coca-Cola was being bottled in 44 countries.
1940s Post-war growth

During the war, 64 bottling plants were set up around the world to supply the troops. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa. Many of these war-time plants were later converted to civilian use, permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business.
1950s Packaging innovations

For the first time, consumers had choices of Coca-Cola package size and type -- the traditional 6.5-ounce contour bottle, or larger servings including 10-, 12- and 26-ounce versions. Cans were also introduced, becoming generally available in 1960.
1960s New brands introduced

Following Fanta in the 1950s, Sprite, Minute Maid, Fresca and TaB joined brand Coca Cola in the 1960s. Mr. Pibb and Mello Yello were added in the 1970s. The 1980s brought diet Coke and Cherry Coke, followed by POWERADE and DASANI in the 1990s. Today hundreds of other brands are offered to meet consumer preferences in local markets around the world.
1970s and 80s Consolidation to serve customers

As technology led to a global economy, the retailers who sold Coca-Cola merged and evolved into international mega-chains. Such customers required a new approach. In response, many

small and medium-size bottlers consolidated to better serve giant international customers. The Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers.
1990s New and growing markets

Political and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. And as the century closed, more than $1.5 billion was committed to new bottling facilities in Africa.

ADVERTISING HISTORY OF COCA COLA


Coca-Cola's advertising has had a significant impact on American culture, and is frequently
credited with the "invention" of the modern image of Santa Claus as an old man in red-and-white garments; however, while the company did in fact start promoting this image in the 1930s in its winter advertising campaigns, it was already common before that. In fact, Coca-Cola was not even the First soft drink Company to utilize the modern image Santa Claus in its advertising White Rock Beverage used Santa in advertisements for its ginger ale in 1923 after first using him to sell mineral water in 1915 Before Santa Claus; however, Coca-Cola relied on images of smartlydressed young women to sell its beverages. Coca-Cola's first such advertisement appeared in 1895 and featured a young Bostonian actress named Hilda Clark as its spokesperson. In the 1970s, a song from a Coca-Cola commercial called "I'd Like to Teach the World to Sing", produced by Billy Davis, became a popular hit single. Coca-Cola has a policy of avoiding using children younger than the age of 12 in any of its advertising. This decision was made as a result of a lawsuit from the beginning of the 20th century that alleged that Coke's caffeine content was dangerous to children. However, in recent times, this has not stopped the company from targeting young consumers. Coke's advertising is rather pervasive, as one of Woodruff's stated goals was to ensure that everyone on Earth drank Coca-Cola as their preferred beverage. This is especially true in southern areas of the United States, such as Atlanta, where Coke was born. Some of the memorable Coca-Cola television commercials between 1960 through 1986 were written and produced by former Atlanta radio veteran Don Naylor (WGST 1936-1950, WAGA 1951-1959) during his career as a Producer for the McCann Erickson advertising agency. Many of these early television commercials for Coca-Cola featured movie stars, sports heroes, and popular singers of the day. Coca-Cola's advertising has had a significant impact on American culture, and is frequently credited with the "invention" of the modern image of Santa Claus as an old man in red-and-white garments; however, while the company did in fact start promoting this image in the 1930s in its winter advertising campaigns, it was already common before that. In fact, CocaCola was not even the

First soft drink Company to utilize the modern image Santa Claus in its advertising White Rock Beverages used Santa in advertisements for its ginger ale in 1923 after first using him to sell mineral water in 1915 Before Santa Claus; however, Coca-Cola relied on Images of smartlydressed young women to sell its beverages. Coca-Cola's first such advertisement Appeared in 1895 and featured a young Bostonian actress named Hilda Clark as its spokesperson. In the 1970s, a song from a Coca-Cola commercial called "I'd Like to Teach the World to Sing", produced by Billy Davis, became a popular hit single. Coca-Cola has a policy of avoiding using children younger than the age of 12 in any of its advertising. This decision was made as a result of a lawsuit from the beginning of the 20th century that alleged that Coke's caffeine content was dangerous to children.

COCA COLA USES DIFFERENT MEDIUMS FOR THE ADVERTISEMENT AS:


Print media Pos material TV commercial Billboards and holdings

PRINT MEDIA They often use print media for advertisement. They have a separate department for print media. POS MATERIAL Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas. TV COMMERCIALS As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on different channels. BILLBOARDS AND HOLDINGS Coca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards.

THE COCA- COLA BUSINESS IN INDIA


While The Coca-Cola Company is a global company with some of the world's most widely
recognized brands, the Coca-Cola business in India, as in each country where it operates, is a local business. Its beverages are produced locally, employing Indian citizens, its product range and marketing reflect Indian tastes and lifestyles, and it is deeply involved in the life of the local communities in which it operates. While The Coca-Cola Company is a global company with some of the world's most widely brands, the Coca-Cola business in India, as in each country where it operates, is a local business. Its beverages are produced locally, employing Indian citizens, its product range and marketing reflect Indian tastes and lifestyles, and it is deeply involved in the life of the local communities in which it operates. After a 16-years absence, Coca-Cola returned to India in 1993. The Company's presence in India was cemented in November that year in a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Coca-Cola India has made significant investments to build and continually improve its business in India, including new production facilities, wastewater treatment plants, and distribution systems and marketing equipment. During the past decade, the Coca-Cola system has invested more than US$ 1 billion in India Coca-Cola is one of the country's top international investors Coca-Cola business system directly employs approximately 6,000 local people in India In India, we indirectly create employment for more than 125,000 people in related industries Through our vast procurement, supply and distribution system. Virtually all the goods and services required to produce and market Coca-Cola locally are Made in India.

The Coca-Cola system in India comprises 27 wholly-owned company-owned bottling operations and another 17 franchisee-owned bottling operations. A network of 29 contract-packers also manufactures a range of products for the Company. The complexity of the Indian market is reflected in the distribution fleet, which includes 10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian cities, and trademarked tricycles and pushcarts.

THE MAIN BRANDS IN INDIA

PRODUCTS DESCRIPTION
FANTA:
Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is

seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identified as "The Fun Catalyst". Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special times with friends.

DIET COKE:
Diet Coke was born in 1982 and quickly became the No. 1 sugar-free drink in diet conscious America. Known as Diet Coke in the U.S., Canada, Australia and Great Britain, and as Coca-Cola light in other countries, it's now the No. 3 soft drink in the world. It's the drink for people who want no calories, but plenty of taste. Ad campaigns around the world for Diet Coke share a playful, sophisticated and fun-loving attitude.

MAAZA:
Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit drink category. Over the years, brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like "Taaza Mango, Maaza Mango" and "Botal mein Aam, Maaza hain Naam". Consumers regard Maaza as wholesome, natural, fun drink which delivers the real experience of fruit.

LIMCA:
Lime n' lemony Limca, the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3 decades. The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavors soft drink in the country.

The success formula? The sharp fizz and lemony bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise. Limca energizes refreshes and transforms. Dive into the zingy refreshment of Limca and walk away a new person...

COCA- COLA:
The world's favourite drink. The world's most valuable brand. The most recognizable word across the world after OK. Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong associations with cricket, the thriving cinema industry, music etc. Coca-Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996 and various other tournaments, including the Coca- Cola Cup in Sharjah in the late nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youth's vocabulary. In 2002, Coca-Cola launched the campaign "Thanda Matlab Coca-Cola" which sky rocketed the brand to make it India's favourite soft-drink brand. In 2003, Coke was available for just Rs. 5 across the country and this pricing initiative together with improved distribution ensured that all brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and today, its brand ambassadors are Aamir Khan and Hrithik Roshan.

THUMS UP:
Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys.

SPRITE:

Worldwide Sprite is ranked as the No. 4 soft drink &is sold in more than 190 countries. In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest growing soft drinks, leading the Clear lime category. Today Sprite is perceived as a youth icon. Why? With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp refers hing taste encourages the today's youth to trust their instincts, influence them to be true to who they are and to obey their thirst.

MINUTE MADE NIMBU FRESH:


Coca-Cola announced the launch of its new lemon drink Minute Maid Nimbu Fresh on Monday 18th January2010. The soft-drink major Hindustan Coca Cola Beverages (Coca-Cola India) is considering replacing the imported lemon juice for its newlylaunched Minute Maid Nimbu Fresh lemon drink with a local variety, but not immediately. The juice is imported from Israel and the concentrate made at the company's Pune plant, and then sent to Coca-Cola plants at Gangaikondan in Tamil Nadu and Chittoor in Andhra Pradesh. The lemon-flavored drink is made out of fresh lemon juice concentrate, emulating home-made 'Nimbu Pani', The innovative consumer proposition of Minute Maid Nimbu Fresh especially formulated to offer a refreshing experience is best explained by the brand's tagline Bilkul Ghar Jaisa' (just like home). Translating this fresh lemon juice concentrate idea into a campaign, pieces of lemons placed along a super sized Minute Maid Nimbu Fresh bottle has been put up on mobile van attracting huge attention.

TYPES OF COKE
Coca Cola New Coke Diet Coke Diet Coke Sweetened With Splenda Diet Coke Plus Caffeine Free Coca Cola Classic Caffeine Free Diet Coke Coca Cola C-2 Coca Cola Zero Coca Cola Vanilla

Diet Coke Vanilla Coca Cola Vanilla Zero Coca Cola Lemon Diet Coke Lemon Coca Cola Cherry Diet Coke Cherry Coca Cola Cherry Zero Coca Cola With Lime Coca Cola With Lime Diet Coke Lime Coca Cola M-5 Coca Cola Citra Coca Cola Raspberry Diet Coke Raspberry Coca Cola Black Cherry Vanilla Diet Coke Black Cherry Vanilla Coca Cola Light Sango Coca Cola Light Orange Coca Cola Black Diet Coke With Citrus ( Lemon &Lime) Coca Cola With Orange TaB (Original Diet Coke, Still Available in some Countries)

PRODUCTION OPERATIONS
SWEETENER Team of professionals, work on selecting, auditing, sampling, testing, approving and then
authorizing the sugar suppliers and the list of such authorized suppliers with approved sugar lots and along with the certificate of analysis are sent across to all the bottling unit for procurement.

SECRET FORMULA

Created in special concentrate plants, its delivered held and used under strict controls to maintain its integrity and security. Each unit of concentrate is especially identifiable to allow the History of each component to be researched at any stage of production, storage or use.

CO2 FORMULA
When delivered to the plant, co2 comes in cylinders for easy delivery and storage. In essence, co2 is colorless and odorless gas that provides the Fizz for our beverages.

WATER
Since water is a key component to all our beverages, its quality is critical. And since public water quality varies around the world, each plant further treats the water it uses. This means that before water is added to any of the beverages, its rigorously filtered and cleansed.

MATERIALS
Ingredients are not the only things delivered to the plant, other materials such as bottles, cans, labels and packaging are also delivered. Coca cola plants in Khurda uses refillable glass bottles (RGB) in the production process. When bottles are delivered to the plant, they are carefully inspected to ensure that they meet the exacting standards. Once these have passed initial inspection, they move on to be washed and rinsed.

WASHING AND RINSING


To ensure quality, each bottle is washed, sanitized and rinsed before being filled. While this sounds simple, the actual steps can differ by bottling plant. In khurda, Coca cola plants use refillable glass bottles. To ensure they meet the cleanliness standard of the company, bottles are first hit with pre-rinse jets which remove a dirt or debris. They are then soaked in a high temperature deep cleaning solution that removes any remaining dirt and sanitizes them. The bottles then move to the Hydro wash where they are washed again with a deep cleaning pressure spray.

MIXING AND BLENDING

H2O AND SUGAR


Mixing and blending begins with the steps of mixing pure water with refined sugar, which creates simple syrup. The syrup is then measured for the correct amount of sugar.

H2O AND SYRUP


With the syrup nearing its final state, it is mixed with pure water, creating the finished carbonated beverage. However, the water and syrup must be mixed in right ratio. This is done by the beverage proportioning equipment. It accurately measures the correct ratio for each and sends this mixture to the carbonator.

CO2 ADDING
Adding CO2 or carbon dioxide gas, it is the final touch that carbonates the beverages, CO2 not only give our beverages their effervescent zest but it also adds to the distinctive and familiar taste everyone has come to expect from our beverages.

FILLING
Once all the ingredients have been mixed and blended and the bottles have been cleaned and sanitized the plant is ready to start filling. This is a surprisingly complex process requiring precision at each step. To begin with bottles must be carefully timed as they move to the filler. Before the bottles can be filled, the inside of the bottles must be pressurized. This allows for the force of gravity itself to draw the beverage into the bottle a process that ensure the smooth flow of liquid with little to no foaming.

CAPPING
Once filled, bottles are then capped. Company uses different bottles, glass bottles are usually topped with a metal. Each cap type then moves through different parts of the machine which ensures each cap stays scratch free and is in the right position to be precisely placed on the bottle. The process actually stops if the detector doesnt find a closure. If the bottle cap isnt just right, the beverages can become flat or be affected in other ways. If this happens the bottle is discarded.

CODING

The bottle is now ready to be coded. Each one of the beverages is marked with a special code that identifies specific information about it. The codes simply identify the data the beverages was bottled. These codes identify the date, time, batch no. and the MRP.

INSPECTION
Company inspects bottles at many points during the process. With the refillable bottles, it happens when they are first brought into the plant. They are also inspected after they are washed and again after they are filled. Inspectors look for external bottle imperfections and make sure each bottle has the right amount of beverages. Even after filling, the plant samples bottles for analysis in its lab to ensure quality is up to standards.

PACKAGING
Once the filled beverages have passed final inspection, they are ready to be packaged for delivery.

WAREHOUSING AND DELIVERY


In order to make sure the freshest beverages possible get to you, each warehouse must efficiently manage the thousands of beverages cases produce each day. From the warehouse, beverages are loaded onto the distinctive trucks.

NO. OF BOTTLES IN A CASE

VISION AND MISSON

VISION
Profit: Maximizing return to shareowners while being mind full of Our overall Responsibility Planet: Being a responsible global citizen that makes a difference. People: Being a great place to work where people are inspired to be the best they can be. Partners: Nurturing a winning network f partners and building mutual loyalty. Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy People desire and need.

MISSION

To refresh the world in mind body and spirit. To inspire moments of optimism through our brands and our actions. To create value and make a difference everywhere we engage. Consumers as an opportunity to grow profit through the use of finished drinks. Bottlers as an opportunity to make reasonable to grow profits and value added Suppliers as an opportunity to make reasonable when creating real value added in environment of system wide teamwork, flexible business system and continuous improvement Indian society in form of contribution to economic and social development.

SALES PROMOTION
PUSH STRATEGY:HCCBPL is using Push strategy in which they use its sales force and trade promotion money to induce intermediaries to carry, promote and sell the product to end users i.e. consumers. For example-as HCCBPL is giving free pet bottles and other trade schemes to distributors, agency owners and retailers.

PULL STRATEGY:HCCBPL is also using Pull strategy in which they are using advertising and promotion to persuade consumers to ask intermediaries for the company brand product by this way HCCBPL inducing customer to order it from shopkeeper. For example-HCCBPL are using flanges, display racks, tier racks, standees, mobile hangers and Vizicoolers brand strips.

PROMOTION STRTEGY:GETTING SHELVES:They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers. EYE CATCHING POSITION:Salesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores. SALE PROMOTION:Company also do sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share. UTC SCHEME:UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, TV sets, cash prizes etc. This scheme is very much popular among children.

PRICE STRATEGY:TRADE PROMOTION:Coca Cola Company gives incentives to middle men or retailers in way that they offer them free samples and free empty bottles, by this these retailers and middle man push their product in the market. And thats why coca cola seen more in the market. And they have a good sale in the market because according to the expert which product seen more in the market that sells more. Seen as sold They do agreements with a shop keepers and stores to exclusive sale in those stores. These stores are called as KEY accounts in their local language. And coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives. DIFFERENT PRICE IN DIFFERENT SEASONS:Sometimes Coca Cola Company changes their product prices according to the season. Summer is supposed to be a good season for beverage industry in India. So in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle.

SALES PROMOTION ACTIVITIES


COCA-COLA CRICKET
Cricket the most sought after; watched & played game in India. The game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time. It has ranged from tobacco to lubricants to communication companies to banks to airlines & lately to the beverage industry. The competition has become tougher & tougher as the time has progressed. Coca-Cola realizing the fact that cricket is a very strong element by which it can reach it consumers & masses invested in the opportunity and launched a massive campaign on mass media showing all these cricket stars endorsing & complimenting Coca- Cola brand. The Coca-Cola Company developed TV commercials & testimonial ads with the players & ran them on the national network during various cricket matches. These bold steps taken by the Coca-Cola marketing unit acclaimed them many acknowledgements across the board. This campaign helped Coca-Cola to establish its association with the game & the player.

COCA-COLA FOOD MELA


With a splash of food, fun & prizes to be won, the Coca-Cola food mela treats the people with a festive food festival comprising restaurants. The promotion saws the avid families & friends enjoying the delicacies at the restaurants; all resiliently upholding the Coca-Cola identity.

COCA-COLA SHOPPING FESTIVAL


Coca-Cola hosts The Coca-Cola Shopping Festival, a resounding success with tempting discounts, live music, great prizes & fireworks. The in augural event proved so popular that it is now set to become a fixture.

COCA-COLA WONDER OF THE WORLD PROMOTION


Coca-Cola sets the stage of the grand UTC promotion. Coca-Cola goes ahead with the idea of giving consumer chances to win fabulous, magical dream vacation to numerous wonder destination throughout the world on every purchase of a 250 ml RGB bottle of Coca-Cola, Sprite, & Fanta. The promotion gives consumers a chance to win free drink, a trip to PARIS, HOLLYWOOD, NEWYORK, SINGAPORE & CAIRO along with Airfare & four nights free stay in these dream lands. The promotion saws avid consumer collecting Coca-Cola Crown caps & sparks a keen response from the public.

COCA-COLA & NOKIA


In August 2001, the new under-the-crown promotion Nikla Kya?(What have u won) was launched in collaboration with Chimera Nokia. The promotion gave consumer a chance to win thousands of Coca-Cola branded Nokia 3310 cellular phones on every purchase of 750ml RGB bottle of Coca-Cola ,Sprite, & Fanta. This activity helped build confidence and brand loyalty among core consumers.

COCA COLA TV MAZZA


The coca cola new campaign is coca cola TV Maaza; it is a UTC scheme in which people are getting television sets of different sizes. These days this scheme is very popular among the people.

COCA-COLA & MC DONALDS


Coca-Cola & key account of MC Donalds launched the we go together joint promotion to reinstate amongst consumers a real sense of the affinity that, both shares globally. The promotion kicked off with pos material (Danglers, Bunting etc) displayed at all MC Donalds restaurants along with a special offer for coke & fries.

PERFORMANCE GRAPH
Comparison of Five-Year Cumulative Total Return among the Coca-Cola Company, the Peer Group Index and the S&P 500 Index

Total Return Stock Price plus Reinvested Dividends

FINANCIAL DATA
The following selected financial data shows the financial stability of the Coca Cola Company of the Year 2011: Year Ended December 31
(In millions except per share data)

2011 $ 30,990 6,824

2010 $ 31,944 5,807

2009 $ 28,857 5,981

2008 $ 24,088 5,080

2007 $ 23,104

SUMMARY OF OPERATIONS Net operating revenues Net income attributable to shareowners of The Coca-Cola Company PER SHARE DATA Basic net income Diluted net income Cash dividends BALANCE SHEET DATA Total assets Long-term debt

4,872 $ 2.95 2.93 1.64 $ 48,671 5,059 $ 2.51 2.49 1.52 $ 40,519 2,781 $ 2.59 2.57 1.36 $ 43,269 3,277 $ 2.16 2.16 1.24 $ 29,963 1,314 $ 2.04 2.04 1.12 $ 29,427 1,154

1. In 2007, Coca Cola adopted new accounting guidance that clarified the accounting for uncertainty in income taxes recognized in an enterprises financial statements. This guidance prescribes a recognition threshold and measurement attribute for the financial statement recognition and measurement of a tax position taken or expected to be taken in a tax return. It also provides guidance on derecognition, classification, interest and penalties, accounting in interim periods, disclosure and transition. 2. The American Jobs Creation Act of 2004 was enacted in October 2004. Among other things, the Jobs Creation Act included a temporary incentive for U.S. multinationals to repatriate foreign earnings at an approximate 5.25 percent effective tax rate. During 2005, the Company repatriated approximately $6.1 billion in previously unremitted foreign earnings, with an associated tax liability of approximately $315 million.

ANALYSIS OF CONSOLIDATED STATEMENTS OF INCOME


Year Ended December 31, (In Millions Except Percentages And Per Share Data) NET OPERATING REVENUES COST OF GOODS SOLD GROSS PROFIT GROSS PROFIT MARGIN SELLING, GENERAL AND ADMINISTRATIVE EXPENSES OTHER OPERATING CHARGES OPERATING INCOME OPERATING MARGIN INTEREST INCOME INTEREST EXPENSE EQUITY INCOME (LOSS) NET OTHER INCOME (LOSS) NET INCOME BEFORE INCOME TAXES INCOME TAXES EFFECTIVE TAX RATE CONSOLIDATED NET INCOME LESS: NET INCOME ATTRIBUTABLE TO NONCONTROLLING INTERESTS NET INCOME ATTRIBUTABLE TO SHAREOWNERS OF THE COCA-COLA COMPANY NET INCOME PER SHARE Basic net income per share Diluted net income per share * Calculation is not meaningful. Basic net income per share and diluted net income per share are calculated based on net Income attributable to shareowners of The Coca-Cola Comp 2011 2010 2009 Percent Change 2011 2010 Vs. vs. 2010 2009 (3)% 11% (3) (3) (4) * (3) (25) (19) * * 19 25 18 22 9 11 8 * 16 41 (4) * * (5) (5) (3) 46

$ 30,990 11,088 19,902 64.2% 11,358 313 8,231 26.6% 249 355 781 40 8,946 2,040 22.8% 6,906 82

$ 31,944 11,374 20,570 64.4% 11,774 350 8,446 26.4% 333 438 (874) 39 7,506 1,632 21.7% 5,874 67

$ 28,857 10,406 18,451 63.9% 10,945 254 7,252 25.1% 236 456 668 219 7,919 1,892 23.9% 6,027 46

$ 6,824

$ 5,807

$ 5,981

18%

(3)%

$ 2.95 $ 2.93

$ 2.51 $ 2.49

$ 2.59 $ 2.57

18% 18%

(3)% (3)%

CORE CAPABILITIES
CONSUMER MARKETING
Marketing investments are designed to enhance consumer awareness of and increase consumer preference for Coca Cola brands. This produces long-term growth in unit case volume, per capita consumption and our share of worldwide nonalcoholic beverage sales. Through our relationships with our bottling partners and those who sell our products in the marketplace, we create and implement integrated marketing programs, both globally and locally, that are designed to heighten consumer awareness of and product appeal for our brands. In developing a strategy for a Company brand, we conduct product and packaging research, establish brand positioning, develop precise consumer communications and solicit consumer feedback. Our integrated marketing activities include, but are not limited to, advertising, point-of-sale merchandising and sales promotions. We have disciplined marketing strategies that focus on driving volume in emerging markets, increasing our brand value in developing markets and growing profit in our most developed markets. In emerging markets, we are investing in infrastructure programs that drive volume through increased access to consumers. In developing markets, where consumer access has largely been established, our focus is on differentiating our brands. In our most developed markets, we continue to invest in brands and infrastructure programs, but at a slower rate than revenue growth. We are focused on affordability and ensuring we are communicating the appropriate message based on the current economic environment.

COMMERCIAL LEADERSHIP
The Coca-Cola system has millions of customers around the world who sell or serve our products directly to consumers. Coca Cola focus on enhancing value for our customers and providing solutions to grow their beverage businesses. Its approach includes understanding each customers business and needs, whether that customer is a sophisticated retailer in a developed market or a kiosk owner in an emerging market. It focuses on ensuring that our customers have the right product and package offerings and the right promotional tools to deliver enhanced value to themselves and the Company. Coca Cola are constantly looking to build new beverage consumption occasions in our customers outlets through unique and innovative consumer experiences, product availability and delivery systems, and beverage merchandising and displays. It participates in joint brandbuilding initiatives with our customers in order to drive customer preference for brands. Through the commercial leadership initiatives, embed further into our retail customers businesses while developing strategies for better execution at the point of sale.

FRANCHISE LEADERSHIP
Coca Cola must continue to improve franchise leadership capabilities to give the Company and bottling partners the ability to grow together through shared values, aligned incentives and a sense of urgency and flexibility that supports consumers always changing needs and tastes. The financial health and success of bottling partners are critical components of the Companys success. Company work with bottling partners to identify system requirements that enable to quickly achieve scale and efficiencies, and share best practices throughout the bottling system. System leadership allows leveraging recent acquisitions to expand volume base and enhance margins. With bottling partners, the company work to produce differentiated beverages and packages that are appropriate for the right channels and consumers. It also design business models for sparkling and still beverages in specific markets to ensure that appropriately share the value created by these beverages with bottling partners. Coca Cola will continue to build a supply chain network that leverages the size and scale of the Coca-Cola system to gain a competitive advantage.

DISTRIBUTION NETWORK
HCCBPL 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 HCCBPL would be: Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse --- Retail Stock --- Retail Shelf --- Consumer The customers of the Company are divided into different categories and different routes, and every salesman is assigned to one particular route, which is to be followed by him on a daily basis. A detailed and well-organized distribution system contributes to the efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher profits to the firm.

DISTRIBUTION OF PRODUCT ACCORDING TO LOCALITY


Coca-cola Company distributes their schemes according to area. Area or place where soft drinks sold in a large manner, on those place company gives good schemes to shopkeeper and retailer. Place like railway station bus stand are consider in this category and place which have low selling where company gives small schemes to the shopkeeper.

CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENT


An ice box is provided for the sale of 1-2 crates daily to the retailers. For the sale of 5-6 crates daily a visi cooler of 4 crates is provided. For the sale of 7-8 crates daily a Vizicoolers of 7 crates is provided by the company. If the sale exceeds 9 crates daily then a Vizicoolers of 9 crates or deep fridger is provided by the company.

A Steplizer of 1 KV to 5 KV is provided with the vizi cooler & chest cooler.

POLITICAL CHALLENGES
Other political challenges hindered the success of Coca-Cola and Pepsi in India as well. In 2003, when the United States and Britain invaded Iraq, the All-India Anti- Imperialist Forum called a boycott on goods from America and India. Indians protested American companies for the war and specifically targeted Coca-Cola and Pepsi products. ] While the war was beyond control for these two companies, management perhaps couldve done more to not only attempt to predict the backlash from Indian consumers due to the war, but also couldve created advertisement campaigns to address the situation. While political and legal factors produced problems for Coca-Cola and Pepsi, both Coca-Cola and Pepsi did a lot of things to prevent that situation from happening. Both companies heavily participated in the cultural festival of Navratri in western India to promote their products and create brand awareness in a culturally traditional setting. The companies also produced television and print advertisements that linked important Indian themes to their products by building a connect using the relevant local idioms Coca-Cola and Pepsi both utilized popular Indian sporting events, athletes, and celebrities to endorse their products. Both companies couldve made the mistake of using American celebrities or already made American commercials to advertise their products in India, but instead made the right move by making advertisements to specifically target their foreign market.

COMPETITION
Coca Cola competes in the nonalcoholic beverages segment of the commercial beverages industry. The nonalcoholic beverages segment of the commercial beverages industry is highly competitive, consisting of numerous firms. These include firms that, like Coca Cola, compete in multiple geographic areas, as well as firms that are primarily regional or local in operation. Competitive products include numerous nonalcoholic sparkling beverages; various water products, including packaged, flavored and enhanced waters; juices and nectars; fruit drinks and dilatable (including syrups and powdered drinks); coffees and teas; energy and sports and other performance-enhancing drinks; dairy-based drinks; functional beverages; and various other nonalcoholic beverages. These competitive beverages are sold to consumers in both ready-todrink and other than ready-to-drink form. In many of the countries in which Coca Cola does business, including the United States, PepsiCo, Inc., is one of our primary competitors. Other significant competitors include, but are not limited to, Nestl, Dr Pepper Snapple Group, Inc., Group DANONE, Kraft Foods Inc. and Unilever. In certain markets, competition includes beer companies. Coca Cola compete against numerous regional and local firms and, in some markets, against retailers that have developed their own store or private label beverage brands. Competitive factors impacting business include, but are not limited to, pricing, advertising, sales promotion programs, product innovation, increased efficiency in production techniques, the introduction of new packaging, new vending and dispensing equipment, and brand and trademark development and protection. The competitive strengths include leading brands with a high level of consumer acceptance; a worldwide network of bottlers and distributors of Company products; sophisticated marketing capabilities; and a talented group of dedicated associates. The competitive challenges include strong competition in all geographic regions and, in many countries, a concentrated retail sector with powerful buyers able to freely choose among Company products, products of competitive beverage suppliers and individual retailers own store or private label beverage brands.

MAJOR COMPETITOR PEPSI INTERNATIONAL

HISTORY
PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion and over 143,000 employees. The company consists of the snack businesses of Frito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana North America and PepsiCo Beverages International; and Quaker Foods North America, manufacturer and marketer of ready- to eat cereals and other food products. PepsiCo brands are available in nearly 200 countries and territories. Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.would entertain the listener with the latest musical selections rendered by violin or piano or both. The new name, Pepsi Cola, is derived from the two of the principle ingredients, Pepsin and Kola Nuts. It was first used on the August 28. At that time, Brad hams advertising praises his drink as Exhilarating, invigorating, aids digestion. Consumers firstly decide that they are going to have a soft drink. Then they compete brands with each other. Like they compete Coke with Pepsi and Sprite with 7up and team .So the major competitor of Coke is Pepsi. When they motivate to any other brand or on Coke its in instinct basically that based on messages derive certain feelings. But Coca Cola thinks in a different way, they believe that RC Cola, new coming AMRAT Cola, and all juices, even they take water and tea as their competitors.

PEPSIS PRODUCTS

THREATS FROM COMPETITORS:Threats are well planned. Price is the major threat. When price goes certain beyond the exact price whether come down or go higher its effects the consumption of soft drink. Because when the price goes higher people go for the substitute of coke i.e. Pepsi. And when price goes down they think that there is must be something wrong in it. In short it all depends on customers perception.

MAJOR CUSTOMERS NEED:First of all the majority dont care that what they are going to have. In other words, they dont care before drinking that whether it is Pepsi or coke. They dont actually differentiate between these two brands in order to their tastes. Consumers basically drink what they get. They believe on WHAT COLD THEY SOLD Consumers availability in brands is basically works like: Push availability Pull consumers demand. For this reason Coca-Cola have provided their coolers and freezers in the market. They have maximum number of coolers and freezers in the market. They provide this infrastructure free of cost just to provide child coke to their customer, which they want to be purchase. Their salesman and mechanics regularly visit all the shops where coke has its infrastructure to check that either it is in proper condition or not, if not then they immediately change or repair it.

COCA COLAS BRAND:Coca cola is US brand. Because they believe in the togetherness, being people together and friends are being together. Coca Cola strongly believes that Pakistani temperament is US not ME

PEPSIS BRAND:Pepsis brand is basically is basically ME branded. They use the temperament of ME. In contrast to Coke they believe on individual struggle.

BRAND DIFFERENTIATION:Now different companies have got different brand names. So, people can distinguish between brands. Two major brands coke and Pepsi also have brand names.

ATTRACTIVE BRAND NAME:Now the consumers know the Name of Coke, because Coke is the name, which is the most popular after the word ok. So people can better differentiate brands with each other.

PROMISE OF COKE
The basic proposition of our business is simple, solid and timeless. When we bring refreshment,
value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business.

TARGET MARKET:Cokes commercials basically based on young generations, so, the young generation is the target market of Coke because they want to represent Coke with the youth and energy but they also consider about the old people they take then as a co-target market.

MAJOR SEGMENTS:Major segments are basically those people who take this drink daily and those areas where the demands are higher than the other areas. There are so many people who take this drink daily and those people who take weekly and those who take less often are always there as well. So, their basic segments are those people who take this drink regularly.

STRATEGIES OF QUALITY:After Micro and macro analysis Brand coke is primarily role: 1. 2. 3. 4. Enhance competition moments When people watch cricket Through commercialization. Fun time though these strategies there could be better understanding and better connection with the public. These are the key consumption

FACILITATING THE PRODUCT BY INFRASTRUCTURE:


For providing their product in good manner company has provided infrastructure these includes:

STRATEGIES OF GETTING GOALS I.E. HIGH PROFITS:


To increase the price is the least thing, which Coke can adopt. There are so many ways through which Coke can increase the profits. Some major ways are as follows. Volume can be increased Interest level of consumers To take part in energetic festivals

How to increase the volume of consumers?


Coke can increase the volume by expanding the industry of coke. Through advertisements, offering different interesting things to attract people towards this product.

How to increase the interest level of consumers?


Coke is increasing the interest level of consumers by offering different flavors. For example Coke is increasing the number of flavors in Lemon like a new product Nimbu Fresh this is one of the products of coke. Through offering different flavors Coke can increase the Level of consumers and through this profits can be gained.

How to take part in energetic festivals?


Coke offers different attractive things in festivals and through this Coke gains high profit and thus the consumption of coke increases on these occasions.

MARKETING STRATEGY
Our local marketing strategy enables Coke to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions. What people want in a beverage is a reflection of which they are, where they live, how they work and play, and how they relax and recharge. Whether you're a student in the United States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple in Korea buying bottled water after a run together, we're there for you. We are determined not only to make great drinks, but also to contribute to communities around the world through our commitments to education, health, wellness, and diversity. 30 Coke strives to be a good neighbor, consistently shaping our business decisions to improve the quality of life in the communities in which we do business. It's a special thing to have billions of friends around the world, and we never forget it.

EXPANDING TARGET MARKET:In last 2 years Coke has come back in aggressive manner.

Consumer has choice Attractive brand name Brand differentiating

COKE THANDA MATLAB COCA COLA


Environmental issues are a huge challenge for Coca Cola; the financial aspects of their
operations deserve attention as well. Coke is a mighty player in Indian business, topping a list of Foreign Direct Investment (FDI). Among the American TNCs that are the largest FDI into India, Coca Cola is at the top of a list that includes GM, Ford, Enron, Hughes Electronics, PepsiCo and Soros Fund Management. Coke received approval to invest Rs 2,387 Crore ($694m) in 1995, the single largest FDI approval in the 11 post-liberalization years. As the biggest FDI investor, Coke has immense clout. Added to this is the Indian government's sensitivity to the possibility of foreign investors pulling out. The rates of realization of FDI show the reasons for this sensitivity. Between 1992 and 2003, India approved FDI proposals of Rs 2, 85,443 Crore ($76,651 million), but actual inflows were $32,974 million. Thus about 60% of planned foreign investment pulled out without completing, or in some cases, beginning the project. This trend was only reversed in 2002, when FDI was actually 191% of what was approved. Only two years prior to this, the rate was 60% ('99). Thus, any TNC has huge leverage with the government-- the threat to pull out investments can always be used in negotiations. Because of Enron's eventual ouster from India, US firms have been particularly nervous about entering the US market, and the Indian government has had to prove that the protests of the past against Enron, Kentucky Fried Chicken, etc. will not be repeated. Coke has a particular history in India, which adds to the equation. In 1977, George Fernandez was Industry Minister in the Morarji Desai government Fernandez demanded that Coke and IBM adhere to the Foreign Exchange Regulation Act, which required foreign companies to reduce their stake to 40% and sell the remainder to Indian associates. When the companies refused to dilute down, Fernandez took the dramatic step of throwing both companies out of the country. In the next two decades, local software companies sprung up to fulfill the national thirst for syrupysweet drinks, creating India-only brands like Thums Up, Limca and Gold Spot. Two decades later, as part of liberalization, the foreign equity dilution provision was revised so that companies only had to sell 49% of their equity to Indian partners. Under this new provision and a government that was now aggressively wooing TNCs, Coke roared triumphantly back into India. One of their first actions was to buy up Kejriwal Beverages, which had created the made-in-India competitors like Thums Up and Limca. As Coke expanded rapidly in India, buying and building bottling plants, the 49% equity provision soon became an issue for Corporate HQ in Atlanta. Gradually the company began to pressure the BJP government to relax the provision. In these discussions, two possibilities were used as leverage against the government. First was the possibility that as much as Rs 16 Billion would be repatriated out of the country. The second possibility that was put forward by Coke executives was that it would make little sense for them to go IPO in Indian Stock Exchange because they would soon delist its shares as per existing Indian laws.

The US Ambassador Robert Blackwill played a key role in all these negotiations. In a letter to the Prime Minister's Principal Secretary Brajesh Misra, he wrote: "It seems to me that in view of India's ongoing economic reforms and considerable efforts to attract and maintain greater levels of foreign direct investment, there should be some flexibility possible in resolving this issue in a way that is acceptable to both sides" (Source: Hindu Business Line, 2002). This was followed up by a letter from Commerce Assistant Secretary William Lash, which said: "I understand that this is the second time that Coca-Cola's waiver request has been denied. I find this to be very unfortunate, not just for the company but also for India's investment climate." In February 2003, after requesting and receiving extensions, the company finally gave in and sold 49% of its stake to Indian shareholders. Having lost the first portion of the negotiation, the company now focused on voting rights. The companys efforts paid off and in 2003, the government announced that Coke would retain 100% of the voting rights in the company, while holding only 51% of equity. This represented a significant defeat for the government's negotiating team; because the Department of Economic Affairs had earlier insisted that there would be no "differential rights" in the equity shares. The significance of the Coke equity issue became clear at the WSF meet. In order to change Coke's business practices, organizers like Srivastava are taking the campaign global and bring pressure on Coke in Atlanta. This is because all voting power rests with the US parent company- Indian partners own 49% of equity, but don't have any voting rights. Unfortunately, when the equity negotiations were going on in 2003, only business newspapers like the Economic Times paid any attention to the outcomes. Environmentalists and Corporate Accountability workers missed an opportunity to influence the decisions at that level. As a result, they now face a much more uphill battle against Coke's environmentally unsound business practices. On the train ride to Goregaon, I was discussing the case with Stefan Quenneville, a WSF delegate and consultant who works on projects for the World Bank and others. Stefan pointed out that these equity-voting issues were not unique to India. Even in his native Canada, some TNCs had been able to keep control of voting rights. But the negative impact can be higher in India, where there are so few safeguards for consumers and the environment. Coke deserves (backhanded) praise for the cool way they handles the negotiations. Walking softly, but carrying a big stick, they managed to meet most of their goals regarding governance and control. One commentator pointed out that the company had truly met its advertising slogan: "Thanda Matlab Coca Cola (Cool Means Coca Cola)." The activists at WSF now need to come up with their own cool strategies to counter Coke's sleek ways.

ABOUT MINUTE MAID NIMBU FRESH

After the success of Minute Maid Pulpy Orange, coca cola launched a truly refreshing lemon juicebased drink with no added preservative or added color

Coca-Cola announced the launch of its new lemon drink Minute Maid Nimbu Fresh on Monday 18th January2010. The soft-drink major Hindustan Coca Cola Beverages (Coca-Cola India) is considering replacing the imported lemon juice for its newly-launched Minute Maid Nimbu Fresh lemon drink with a local variety, but not immediately. The company executive T. Krishnakumar announced the launch of Minute Maid Nimbu Fresh said, "It takes time to identify the farms and to grow the kind of lemon fruit we need. Currently we import the juice. The new product comes in two packs - a 400ml bottle priced at Rs.15 and a one-litre bottle at Rs.45. The juice is imported from Israel and the concentrate made at the company's Pune plant, and then sent to Coca-Cola plants at Gangaikondan in Tamil Nadu and Chittoor in Andhra Pradesh.

The company aimed to reach the new product to 35,000 outlets in Tamil Nadu by March and 90,000 outlets across the country in a phased manner. As the Indian juice market is estimated at 660 million cases per annum, of which fresh juice accounts for 570 million cases and packaged ones 90 million cases.

The fruit beverage market has three categories - fruit drink (pulp content up to 20 %), nectar (pulp 20-80 %) and juice (100 %t fruit juice).The lemon juice content in Minute Maid Nimbu Fresh brand is 5.7 %.

Coca-Cola India would invest $ 250 million in three years.

The newly launched Minute Maid Nimbu Fresh is a lemon juice-based drink with no added
preservative or added color, developed for the Indian market. Coca-Cola has drawn up an aggressive outdoor campaign to market Minute Maid Nimbu Fresh across Tamil Nadu including Chennai, Coimbatore, Madurai, and Salem & Trichy. The lemon-flavored drink is made out of fresh lemon juice concentrate, emulating home-made 'Nimbu Pani', The innovative consumer proposition of Minute Maid Nimbu Fresh especially formulated to offer a refreshing experience is best explained by the brand's tagline Bilkul Ghar Jaisa' (Just Like Home). Translating this fresh lemon juice concentrate idea into a campaign, pieces of lemons placed along a super sized Minute Maid Nimbu Fresh bottle has been put up on mobile van attracting huge attention. The innovation has been ideated and executed by MOMS, the OOH agency of Madison World. The proposition of the Indian refresher perfectly captures the mass appeal of this product and will certainly drive consumer connect. Adopting the policy of aggressive marketing, the mobile van will move in high traffic areas. The campaign is already up across Chennai, Coimbatore, Madurai, Salem and Trichy. To create an added exposure and to target busy city centers or areas with limited access in an engaging and professional manner, a unique, creative and innovative concept, Look walkers was used wherein a team of 10 people were used carrying the vertical translites of Minute Maid on their back in prime locations to provide Brand Identity - Recognition, Exposure and Recall. Minute Maid is the product line of beverages, usually associated with lemonade or orange juice, but now extended to many soft drinks also. The Minute Maid Company claims to be the worlds leading Marketer of lemonades and juices. Minute maid holds 24% of the overall market. During the first year of operation in 1946 the company recorded the sales of $374,500. Just five years later, sales reached $29.5 million. In 1985 the company developed centrifuge equipment that removed water from the concentrate through freezing rather than evaporation, thereby improving the concentration process. In 1960s Minute Maid gained the attention of Soft drink king Coca Cola, which later that year acquired the company through a stock swap, marketing firms first venture outside of soft drinks. Five days after the purchase was consummated, Fox & mdash president of Minute Maid at that time- left the company. Benjamin h. Oehelrt, Jr., who had helped shepherd the purchase through, was named president of Minute Maid Company, which was set up as a division of Coca Cola.

DISPLAY SCHEMES

SHOPS FRONT (on the top of all the Shops) Minute Maid Nimbu Fresh and Cokes
Banner should be placed for effective looking. COOLER FRONT RACK- The front Rack of the Cooler must be arranged in order to avoid wrong impression. COOLER SIDE DISPLAY (Decal) - The side Display must be attractive and showing the brand name and logo. SHELF DISPLAY (Grocery Shop) The Shelf Display in a grocery shop should also be arranged in a perfect manner. AERIAL BOTTLE HANGER (in all shops, as there is no space required) There must be a bottle hanger for easy open of a bottle in each and every shops. BANNER- Banner should be placed for consumer attraction. POSTERS (Canteens and Shops) - Posters should be placed in canteens and shops. TENT CARD HOLDER WITH NAPKIN HOLDER (only in Restaurants and Hotels) Tent Card holder and napkin Holder should be Placed in Restaurants and Hotels. THREE TIER RACK (only in the shops where there is enough space) In the shops where there is enough space for placing Three tier racks its better scheme to display the brand efficiently.

VISI TOP BUNTING FOUR BOTTLE DISPLAY CARD It must be used in those Canteens and outlets where

there is enough space on the Counter. UMBRELLA- It should be used only in Restaurants and Ground Display.

RESEARCH METHODOLOGY
The topic Market Analyze on Placement and off take of Nimbu Fresh and availability of
coke for the project work was suggested to me by the Management Trainer of Hindustan CocaCola Beverage private limited. He asked me to conduct a survey in areas to find out the Placement and off take of the new product launched Minute Maid Nimbu Fresh and also the availability of Coke with Display. Armed with the ideas provided to me by the Management Trainer and the Market Developers, I went ahead for the research. In order to collect datas regarding my project the unit of products can be selected random. In my research, the market Developers and the retailers of coca-cola in Ranchi comprise the universe. Therefore, they are the ones who constitute as the main source of information to me. SAMPLE SIZE FOR SURVEY:The survey for my project Topic, I covered almost 110 outlets including eateries & drinkeries, groceries, and other conveniences. Out of 110 shops, 40 outlets had a good placement of Nimbu fresh and cokes availability was good on50 outlets.

RESEARCH OBJECTIVE
MAIN OBJECTIVE To find out competition provided by its competitors and the extra benefits or offerings provided by its competitors. To find the retailers satisfaction. Opportunities in the market for better placement of new product Nimbu Fresh. SPECIFIC OBJECTIVE Availability of Nimbu Fresh and Coke in the outlets To know the number of outlets of Coke To know the number of mixed outlets To know the number of SGA distribution of Coke & Nimbu Fresh To know strength of Coke Reasons of decreasing sales volume of Coke and Nimbu Fresh in few Areas To know the problem definition of Coke Opportunities in the market To go through the study of Placement and Off take of Nimbu Fresh

METHOD OF DATA COLLECTION

There are different methods of data collection. They are:-observation, experimentation,


uncontrolled experimentation, controlled experimentation, survey and focus group. Here the data are collected by market survey. MARKET SURVEY Market survey is one of the most widely used MR techniques; it is at times viewed as synonymous with marketing research. This is erroneous. It has to be understood clearly that market survey is just one of the techniques of MR and is not synonymous with MR. It is just one of the methods of collecting marketing information required for a given marketing assignment. It is used when the required data is not available with the companys internal records, as well as external published source. Here the researcher carries out opinion pools involving sales persons, dealers, traders and experts. Trade surveys are very common. In conducting these surveys, the researcher has to carefully select the instrument and methods of surveying. METHODOLOGY The data can be dichotomized into two types: primary data, secondary. In this study the data collected was mainly primary data. The respondents were from the area of Ranchi. The secondary data were obtained from the Coca-Cola websites and other sources. The sample size collected for the various objectives where, from the total number of outlet the sample size determined was: 110 INSTRUMENT FOR DATA COLLLECTION The primary data collected through the survey method for the purpose of the study. The survey was done by using questionnaire method. Beside this I had an informal discussion with the retail outlet. The Secondary data regarding organizations information was obtained from secondary sources like company journals, company websites, publications & records. LIMITATIONS The major limitations of the project work under study was time , since it was to be completed within a period of one month and this time period may not be sufficient to undertake a comprehensive study. This study is exclusively from HCCBPL and the results cannot be extrapolated to other organization. Being a project student, it created some hurdles in getting the true feedback from the respondents.

DATA ANALYSIS AND INTERPRETATION


SURVEY OF OUTLETS IN RANCHI

There are some specific areas covered for the purpose of survey in the state capital of
Jharkhand, Ranchi. Generally these areas are weaker in terms of sales. To find out the reason of low sales volume, competitors activity and the improvement to be needed for high sales volume, the survey was done.

AREA COVERED
North Office Para, Doranda Kadru Ashok Nagar Circular Road Lalpur Highway (Ranchi - Hazaribag Highway) Hinoo Kanke Road

Here according to the survey point of view, the outlets are classified in to three types. They are; PEPSI OUTLETS: Where all the carbonated soft drinks of PepsiCo are available i.e. Pepsi, Mirinda, 7up, Slice, Mountain Dew, Nimbooz. COKE OUTLETS: Where all the carbonated soft drinks of Coca-cola are available i.e. Coca-Cola, Nimbu Fresh, Thumsup, Sprite, Limca, Fanta, Maaza, Kinley. MIXED OUTLETS: Where both PepsiCo and Coca-cola products i.e. carbonated soft drinks are available. As the name of the project suggests, the project is all about analyzing the placement and off take of Nimbu Fresh and Availability of Coke outlets in the potential area. The main objective is to increase the market sales of Nimbu Fresh and coca-cola products by making the products more familiar.

COMPETITION MAPPING

In Competition Mapping the main objective of this project is to find out competition provided
by its competitors and the extra benefits or offerings provided by its competitors. In this project we look into the services provided by its competitors and also we want to know why particular retailer prefers pepsi products rather than coke products. This mean to state that how Nimbooz a Pepsi product gives a hard compete to Nimbu Fresh. In our project we covered a certain areas of Ranchi like N.O.P Doranda, Kadru, Ashok Nagar, Highway, Hinoo, Kanke Road, Lalpur, Circular Road, etc. I went through all the potential shops those did not keep coca-cola or Nimbu Fresh. I personally convince the shopkeeper to keep our products because these days particularly in summer our products are very demanding. People are really searching our products when they are feeling thirsty or to avoid hot and humidity. Also the people are in search of a different flavor like Nimbu and our Company has also launched a new product Like Minute Maid Nimbu Fresh. Why people are searching our products? Because some of our products are very demanding, very tasty and quality of certain products are really very good compared to its competitors. Why there is a need of Potential Area for the Growth of Nimbu Fresh? Because Potential area is that place whether the outlet is in the market place or nearer to market place or in a chowk or nearer to a colony or nearer to a particular landmark, where regularly some people must go through that place hoping that some business will take place. As these places are helpful to be recognized and make Nimbu Fresh consumed.

OFF TAKE OF NIMBU FRESH


As I have studied the 110 outlets in a short period of time i.e. one month I found that the off take of Nimbu Fresh was very slow and less demanded mostly. Most of the outlet holders told me that this product is less demanded thats why it has slow response from the consumers. But in some areas, the outlet holders also told that the off take of Nimbu Fresh was increasing and people were giving good response to this product. As it has a strong competitor (Nimbooz, LMN etc.) in the market in its level it is taking time to grow in the market. In some areas the off take was good and the outlet holders told that people are responding well to this new product. It was totally confusing for me to understand the real stand of Nimbu Fresh, then through the data collected I came to a conclusion that the off take was slow and need to be marketed well.

STEPS INCLUDE Identify the potential area Identify the potential outlet by knowing the business Convince the retailer to keep our products Convey the cost and price of the products Convey the terms and conditions of payments Convey the offerings and benefits provided by the company Convey the retailer about the company policy for providing SGA OR ICEBOX Convey the retailer about role of a sales person I went through the project by filling up the questionnaires. As per the questionnaire first I asked the retailer what is the placement of Nimbu Fresh and what is the off take of it then About the Availability of Coke and how they get their products either from the Company or the other sources. Then I get to know it is by company DSD, which stands for direct sales distributors. In this case no intermediaries are required. After this we note down the outlets name and retailers name .Then we note down the address of particular outlets which wants to be a part of our company that means that particular outlet wants to have our products .We note down all these things for easy access of the company .Even we take its contact no. for easy communication. Then first we get to know which type of outlet is this. Accordingly we provide the SGA OR ICEBOX as per the requirement of the outlet. Even we provide different benefits to different category of outlets. Then we ask the retailer whether he or she wants to keep R.G.B which stands for returnable glass bottle and whether the retailer wants to keep pet or not and the big bottle containing 1.5ltr or 2ltr and which is the most salable item in terms of container and in terms of product . Then we ask the whether he services provided by the company is satisfactory or not. Do they get the products in right time or not? If the outlet would be a new outlet then I explain the role of sales person for that particular area. If it would be an old one I ask them whether the sales person visits the outlet frequently or not. Last I ask the retailer to give overall remarks for company and its new product Nimbu Fresh and also for the other products of our company regarding service, products everything.

From the surveyed outlets, there are some following data, which are given below.
Total number of outlets covered = 110 Total number of Pepsi outlets = 08 Total number of Coke outlets =33 Total number of mixed outlets = 72 Total number of Nimbu Fresh Availability in the Outlets = 83 Total number of Coke availability in outlets = 102 Total number of outlets where coca cola Display is available = 70

By the below given graphical representation, it is cleared that most of the outlets have coca cola products which is 40% excluding Nimbu fresh. After that pepsi products outlets which is 30% and other or mixed outlets which is 13% and lastly Nimbu Fresh outlets is 7%.This is the macro analysis of the data which are got from the market. The Micro analysis of these data is as under: NEW FORMULA Use of disposable cans should be increased like plastic cans Younger generation is more interested in new flavored soft drinks, so new openings in institutional areas should be increased Paper pouches to be replaced for plastic carriers for juice and lemonades, environment friendly conditions Coca cola is English oriented so covering of English medium schools to grow new products in the outlets As people are now a days becoming more health conscious so Nimbu paani can be made to quench the thirst of health consciousness

GRAPHICAL REPRESENTATION COMPARISION AMONG THE PRODUCTS

7%

23%

40%

Coke &its products Pepsi Products Other/mixed Nimbu fresh

30%

AVAILABILITY OF COKE AND NIMBU FRESH

20%

Availability of Nimbu Fresh 78% Availability of Coke

RECOMMENDATIONS
1.

We need to be proactive and aggressive in new counter for the products through
visibility exercise in clusters like Circular Road and Lalpur, market building area.

2. We should take calculative risk to Provide SGA & place new products in Doranda and Hinoo clusters where there is huge competition. 3. We need to prove to the network that we take care of small counter as well by taking initiative like better service, schemes by grooming some of them. 4. We should arrange training programmes for prospective new products to the market developers to give insight of the business which will help them to develop their counters. 5. We need to appoint good well managed market developers for better service to the rest of network where the presence is less and to access the market easily. 6. Company should introduce package of zero initial deposit; this will help us to retain our future prospective counters. 7. We should react fast in better and timely service to the counter. 8. We need to provide sufficient posters, banners and sales promo materials like rack etc to these set of counters and hoarding and wall painting in these locality to increase the awareness of the new products as well as the existing products among the customer. 9. As the presences in some areas are below average we can run some TV ads in local channels through the cable operators. 10. We can organize some events on new products like Nimbu Fresh during summer in the locality for young generation in a well known school or college. 11. We can make some street audit of these areas once in 3 months to know the developments in the locality where we had already run some promo activities.

12. We should take initiatives to form a strong & long term relationship with the counter We should arrange training programmes for selected counter regarding how to sale new products and schemes etc. We can arrange some higher ups visit at least once in quarter to make them engaged in the business and can be called for a dealer meet addressed by the Sr. Managers of the company. These counters should be encouraged to involve company sales Officers as much as possible to give better service. We should try to give business through local parties or events by these outlets. We should remember special occasions (like anniversary, birthday, new year etc) of these outlets and give some momentous in these occasions. 13. Display Schemes should be proper. The company should ensure that the product is placed properly at the shops and other outlets. As once a product is visible more number of times, people remember the product more. If the recall value is higher then there is better Chance for the new products to be sold out. 14. The Company should trace the competitors also. This could Help them to find out what the competitor are doing, what system they are following, whether they are providing some special schemes or not, and what schemes they are providing currently, whether there is any new product launch, etc. 15. The company should ensure that there is proper availability of the product in the market; as if the products are not available at the right time then any other product will replace the existing one. As this is the LRB (Liquid Replacement Beverages) sector where the replacement rate of the products is extremely high.

SWOT ANALYSIS
SWOT analysis is a basic, straightforward model that provides direction and serves as a basis for
the development of marketing plans. It accomplishes this by assessing an organizations Strength (what an organization can do) and Weakness (what an organization cannot do) in addition to Opportunities (potential favorable conditions for an organization) and Threats (potential unfavorable condition for an organization). SWOT analysis is an important step in planning and its value is often underestimated despite the simplicity in creation. The role of SWOT analysis is to take the information from the surrounding and separate it forms internal issues (strength and weaknesses) and external issues (opportunities and threats). Swot analysis assists the firm in accomplishing its objectives (strength or opportunity) and overcoming the obstacles (weakness or threats).

STRENGTH
Better network covers whole of the city. Brand recognition brand image among customers. Product availability coca cola directly sales its products in Ranchi so the product is regularly supplied to its outlets. Brand equity high equity in the market. Advertisement policy Coca Cola Company has endorsed with famous personalities like Aamir Khan, Hrithik Roshan, Akshya Kumar, Priyanka Chopra, Kareena Kapoor and many more. Bottling plants there are 29 bottling plants in India. These plants are company owned and not franchised like Pepsi. Promotional schemes to activate Sales Company is providing Umbrellas, Chairs, Tables, racks, flanges, Vizicoolers & glasses.

WEAKNESSES
Retailers interested in short term gains. Doesnt have efficient coverage in rural areas. Difficulty in turning suspects into prospects. Retailers complain for irregular visit of distributors. Few areas yet to be activated.

ORROTUNITY
Greater opportunity in rural areas where coca cola can gain a substantial base. 70% of total population lies in rural area, and market penetration of soft drink is only 12% hence there is greater scope of increasing revenue of the coca cola company. Opening new outlets in the area where the coca colas market share is less. Company should offer schemes for long term profit to the retailer so that they get involved in long term association. Company should give more number of schemes. Improvement in distribution channel. Improvement in bottling plant. More disposable income by using plastic cans. Opening new outlets in convent schools, as more urbanization. More office blogs are opening in Ranchi, it leads to greater opportunity for coca cola as it is a ready alternative for snacks. Covering greater institutional areas as younger generation gets much fascination out of such beverages.

THREATS
Impulse customers bye whatever is in the offer, so company should give offers regularly. Health conscious people are boycotting soft drinks. Threat from Competitors as they give offers at cheaper rates than coca cola. Its too seasonal. People are becoming health conscious.

CONCLUSION
In the due course of time of project, which lasted for 4 weeks, I got the chance of visiting 110
outlets and also interact with each and every person of those outlets in Ranchi. By formal interaction with the dealers and retailers, I got to know many a things from the outlets. In this particular city Coca cola is doing well as compared to Pepsi. But there are few mixed outlets too. So to increase the market share of Coca cola it should tap all the mixed outlets. About 80% of market is owned by it, yet more is expected to be achieved. Coca cola is trying to increase its expansion by: Entering to the Milk segment. Providing the packed Lemon water (Nimbu Fresh). Entering to the organized Juice market. Company should take advantage of its positive aspect like rain harvesting and many social activities. Coke is investing a huge amount on advertising, it should reduce the advertising cost and that amount should be used in various promotional offers then the sell will increase like anything. If sale increase obviously the market share will also increase. In Ranchi Coke is doing the direct operation so that the margin goes to the company and as a result company is generating more profit. In other parts and cities also company should do direct operation. In my findings there are some drawbacks. The company should overcome these draw backs. There are few threats that the company should not neglect, they are like 1. 2. 3. 4. 5. People are becoming health conscious hence switching to fresh fruit juice Omfed is also gaining its weightage in soft drink market Amul cool also is increasing its demand Increasing crowd in fruit juice and Lassi stalls are alarming It also can introduce vitamin water considering health consciousness of customers.

Companys new theme For Nimbu Fresh Bilkul Ghar Jaisa' (Just like Home) is working efficiently. Still tent card and combo boards activation is still not there in many eateries and drinkeries. Hence it should be done very soon. Even various promotional schemes and offers should be given in all modern trades. So, considering these problems if Coca Cola Company looks after these problems and tries to rectify it then definitely coca cola would be able to promote its new products (Nimbu Fresh) efficiently and will lead to be the number one company in the world, according to revenue generation where now it holds the fourth position.

QUESTIONNAIRE
OUTLET NAME .

NAME OF OUTLET OWNER: . AREA CONTACT NO.: . .

1).Type of channela) Grocery b) Eating & Drinking c) Convenience 2). Type of categorya) Diamond b) Gold c) Silver 3). Are you familiar with new product Nimbu Fresh? a) Familiar b) Unfamiliar 4).Your belief on Coca Cola nowadays increased by? a) 25% b) 50% c) 75% d) 100%

5).What kind of incentives you are getting from company? a) Schemes b) Prizes c) Scratch coupons d) Cash discount e) None 6).Which brand of cola provides you better facility? a) Pepsi b) Coca-cola c) Both 7.) What is the placement of Nimbu Fresh? a.) Good b.) Poor 8.) What is the off take of Nimbu Fresh? a.) Good b.) Fair c.) Increasing d.) Slow 9.) What is the availability of Coke? a.) Less than 1 Case b.) 1 -2 Case c.) 3 4 Case d.) More than 4 Case

10.) Which medium affects the sales most? a) Television b) Magazines/Newspapers c) Display d) Wall paintings/Hoardings 11.) Which companys visi - cooler you have in your outlet? a.) Pepsi b.) Own c.) Coca-Cola d.) Both e.) None 12.) Is the delivery of Coca colas product increased? a) Yes b) No c) As it is 13.) What is the performance of Market developer? a) Poor b) Good c) Better d) Best 14.) Which Product sells the most? a.) Coke and its Products b.) Pepsi Products c.) Others

15.) Which company, Pepsi or Coke gives more schemes? ..................................................................................... 16.) Any Complaints regarding delivery, products, Schemes or company? .............................................................................................................. .. .. 17.) Any Suggestions? .................................................................................................................... . .

BIBILIOGRAPHY
BOOKS
MARKETING MANAGEMENT: Philip Kottler Kelvin Keller Ramaswamy

INTERNET WEBSITES:
www.coca-cola.com www.cocacolaindia.com www.india.indymedia.org www.wikipedia.com www.businesstoday.in www.hindustantimes.in

CORPORATE LEARNING:
I didnt have any idea about the great company like Coca Cola. What I had learnt in my entire
1st year course I realized this practically during my summer internship programme. I got a chance to deal with corporate citizens. In the beginning when I joined here I was only concerned about the data collection which was interesting. Then I was assigned a project known as Market Analyze on Placement and off take of Nimbu Fresh and availability of coke. I did the project very carefully which gave a successful outcome. The project aims at mainly to the placement and off take of the new product Minute Maid Nimbu Fresh and also with the availability of Coke in the market of Ranchi. I had tried a little bit in a short term to create some awareness in the mind of the people about this new product of Coca Cola Company so that it could easily be identified and the obstacles in the progress of this product could be removed. So, keep on consuming the world's favorite soft drink, Coca-Cola. And Say,

JO CHAHO HO JAYE COCA COLA ENJOY