PREFACE

The material presenting in this report is mainly primary date colleting and
thereafter has been analyzed and interpreted. The report also contains –
secondly data as back and proof of the objective method of data collection,
analysis and interpretation etc.

I would like to express special gratitude to Mr. Bhaumik Nayak , Carnales

Pvt. Ltd., under whom this project was completed. All these who helped me,
in however a way by assisting me to get the information needed to prepare
this report is entitled to my heartful thanks.

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 ACKNOWLEDGEMENT

We are grateful to numerous people who have given their valuable time and
suggestion in the course of writing this report.

We are thankful to our honorable director Shri Silpa Trivedi and we are also
thankful to Prof. Bhaumik Nayak for his kind assistance & guidance
through our project without this report.

We are thankful the management of the Coca Cola for extending their co-
operative and gave us every detail about the company.

DHARMESH J. PATEL.

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 TABLE OF CONTENT

Sl. No. NAME OF THE CHAPTER PAGE NO.

1. Introduction 1
2. Mission of Coca Cola of India 2
3. History of the Organisation 3
4. Production Department 4
5. Marketing Information 7
6. Finance Department 14
7. Conclusion 15

CHAPTER-1

INTRODUCTION

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Birth of a Refreshing Idea

John Styth Pemberton first introduced the refreshing taste of Coca Coal in
Atlanta Georgia. It was may of 1886 when the pharmacist contacted a
Caramel coloured syrup in a legged brass kettle in his backyard. He first
“distributed” the new product by carrying Coca Cola in a jug down the street
to Jacobs Pharmacy for five cents. Consumers could enjoy a glass Coca Cola
at the soda fountain, whether by design or accident carbonated water was
termed with the new syrup. Producing a drink that was proclaimed delicious
and refreshing..

By 1886 sales of Coca Cola averse nine drinks per day. That first year Dr.
Pemberton sold 25 gallons of syrup shipped in bright red wooded kegs. Ref
has been a distinctive colour associated with number of soft drink brand
ever since. For his efforts Dr. Pemberton grossed $ 50 and spent $ 73.96 on
advertisement.

In 1981, Atlanta entrepreneur as a candler has acquired complete

ownership of the Coca Cola business within four years, his merchandising
flair helped expand consumption of Coca Cola to every state and territory in
1919. The Coca Coal Company was sold to a group of investors for $25
million. Robert W. Woodreff became president of the Coca Coal Company in
1923 and his more than six decade of leadership took the business to
unrivaled heights of commercial success, making Coca Coal in institution
the world over.

CHAPTER-2

MISSION OF COCA COLA INDIA

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Create consumer products, services and communication, customer service
and bottling system strategies, processes and takes in order to create
competitive advantage and deliver superior value to

- Consumer as a superior beverage experience.

- Consumers an opportunity to grow profits through the use of

finished drinks.

- Bottlers as an opportunity to grow profits and volume.

- TCCC as trademark enhancement and positive economic value

added.

- Suppliers as an opportunity to make reasonable profits when

creating real value added in an environment of system wide
teamwork, flexible business system and continuous improvement.

- CCL Associates as superior owner opportunity.

- Indian Society in the from of a contribution to economic and socio

development.

Coca Cola has been termed a failure in India because of its inability to
establish itself as a market leaded. The primary brands for the Coca Cola
Company are Coke and Thums Up. The competing brands for Coca Cola are
Pepsi Cola and Mirinda. According to brand wise market share, Coke lags
behind Thums Up and Pepsi.

CHAPTER-3

HISTORY OF THE ORGANISATION

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 Organisation Chart

Board of Director

General Manager
(Maria Fernanclus)

Production Finance Marketing Sales

Manager Manager Manager Manager

Assistant Supervisor Subordinates

Manager

Workers
Social Responsibility:-

The organisation have spent money in the earth quack in Gujarat. The send
tent, blanket and other things to the public of Kutch and Bhuj.

The organisation has send ambulance van to the help of people of the
nearby villages. This van is giving 24 hours services. If they are very ill then
the ambulance would take them to the nearest hospital. If any accident took
place on the highway which is passing near the organisation and in that
accident if any one is injured then the ambulance will take him to the
hospital.

Location Advantage:-

The Hindustan Coca Cola Beverages Pvt. Ltd. is established in Gujarat

because the state government of Gujarat have the quick response than any
other state government.

Secondly to make the Coca Cola 90% water is used to the organisation
should establish in that area where there is lots of water in the earth. So the
organisation selected the Gobrej village in Kheda district.

The environment is clean because it is far from the city and there are no
industries near that unit. These are the advantage of this place, so the
organisation decided to locate at that place.
CHAPTER-4

PRODUCTION DEPARTMENT

Types of Product:-

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A Coca Cola Company Limited produce the top ten brands with very
successful are as under:-

1) Coca Cola
2) Sprite
3) Fanta
4) Diet Coke
5) Cherry Coke
6) Citra
7) Mr. Pibb
8) Fruitopia
9) Frescu
10)Fumbling Foot Bear

The product produce in Hindustan Coca Cola Beverages Pvt. Ltd. are as
under.

1) Coca Cola
2) Sprite
3) Fanta
4) Limca
5) Maaza
6) Canada Dry

Production Process

SUPPLY WATER CHLORINE SAND

CHAIN PROCESS FILTER

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 UV OSNAIS SOFTENER ACTIVATED
SYSTEM CARBON

TREATED SUGAR SYRUP CARBON

WATER TREATED TREATMENT

DILUTION MOTNER SAMPLE FILTERISATION

SYRUP SYRUP &
FLAVOUR

CHILLING CARBON SOFT DRINK BOTTLING

DIOXIDE READY

EMPTY BOTTLES
ARE BROUGHT

BOTTLE
SNARLING

BOTTLE
WASNER
SIMPLE HOT CHLORINATED
WATER COSMETIC SOFT WATER
SODA

INSPECTION

LABELING
In production process first the water is taken from earth (underground) with
the help of motor and machines. Then it is put in the tank. This water is not
pure water. There are mainly bacteria in it. So to remove the bacteria the
water is passed from chlorine. Now the water is coming from underground
so in that water there is sand, smell and colour etc. To remove this the
water is passed from sand water. Now the water is sandless, smellness but
in this water there is chlorine to remove this chlorine it is passed from the
activated carbon plant, which remove the chlorine from water after giving all
this treatment the water will become hard so to make it soft the water is

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passed from softer plant. Then water will become soft water will pass from R
osnais plant. Now the water is passed from ultra violet rays to remove the
bacteria and at the end treated water is reach.

Now the treated water and sugar are mixed and it will become syrup. The
syrup is given carbon treatment to make syrup pure. After this it will filter in
a filterisation plant and simple syrup is reach. In this simple syrup flavour
is added. This flavour is the secret formula brought from Pune. Now the
motner syrup is ready, to keep the soft drink good in bottle before the
consumer use. Now it is packed in the bottles.

Empty bottles are brought and the bottles are snarled before being felt in to
the bottle wasner. Uncleanable and defective bottles are segregated. The
bottle washing operation takes entirely minutes. Bottles are thoroughly
washed, cleaned and scrutinized in a simple hot water and then in caustic
soda and at last in a final rinse of chlorine soft water bottles are washed.
Washed bottles are carefully inspected and bottles are filled. At the end the
production date is printed and the labeling is done.

CHAPTER-5

MARKETING INFORMATION

Product Decisions:-

Product decisions means the decisions that are taken for the improvement
and the development of the product so that it can be marketed and sold to

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the end users. Product decision included branding and packing of the
product.

Product decision is one of the best criteria of any business or firm so this is
the important step in any business world. In Coca Cola company decision
regarding the product is taken by the production manager. He is the last
responsible person who is liable for all the process of production. The
strategy of Coca Cola company is pick up modern marketing way.

Product Planning:-

A product is that can be offered to a market for attention acquisition, use or

consumption that might satisfy a want or need.

Product Range:-

A product range means different types of products in the same line i.e.
modifying the products according to the different consumers need and
offering them different choices from which they can choose the appropriate
products that can satisfy their needs. At Coca Cola Company Limited the
product range is as follows:-

Coca Cola
Thums Up (only marketing)
Fanta
Sprite (only marketing)
Diet Coke

Product Line:-

A product line is a group of products that are closely related to each other
because they function in a similar manner are sold to the same customer
groups and are market through the same type of outlets or feel within the
given price range.

The product line can also be subdivided in to three categories:-

1. Product length
2. Product line modernization
3. Product line features

Product Mix:-

A product mix is a set of all the product lines and items that a particular
seller offers for sale.

A Company’s product mix dimension provides the handles for defining the
Company’s product strategies. The company cans increases it’s business in
four ways. It can add new product lines. Its new product line build on the

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company’s reputation in it’s other line. The company can lengthen it’s
existing product line to become a more full line company.

At Coca Cola Company Limited the product like Coca Cola, Fanta, Sprite
Surge, Citra, Mr. Pibb, Fresca, Tab, Diet Coke are provided in various
quantities as 300 ml., 500 ml., 1 ltr. and 2 ltr. etc.

New Product Development:-

1) Soda
2) Processed Foods
3) Making Syrup
4) Commodities Export

The above process mention product manufacturing process is as old as Coca

Cola invented. But now it is manufacture in different manner. In present,
the productions of the Coca Cola Company product depend upon two main
sources. These are sugar and water. Hence before starting the production
process they need to collect water from around the available resources.

The collected water is weighted in nature for first then they have to
converted the weighed water into beverage soft water from water treatment
plant. Plant manufactured about 600 bottles per minute. When the bottling
process become over it will distributed to their customer, whole sellers
according to order.

Packing:-

Packing included the activities of designing and producing the outer packing
and container for a final product. The package, shipping package which are
necessary to store, identify and shift the product.

Packaging at Coca Cola Company Limited

Products Packing stage

Coca Cola Bottle
Diet Coke Tin
Thums Up Bottles & Tin

In short the packaging of any product regarding soft drink is packed in

bottles or tins.
Product Life Cycle Stage:-

The Coca Cola Company Limited has five distinct stage:-

a) Product Development
b) Introduction
c) Growing
d) Maturity

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 e) Decline

a) Product Development:-
It begins when the company find and develop a new product concept or idea
during a product process development sales is zero.

b) Introduction:-
It is a period of slow sales growing as the product is being introduced in the
market. Profits are non existent in this stage because of the heavy expenses
of product introduction.

c) Growing:-
It is a period of rapid market acceptance and increasing profit.

d) Maturity:-
It is a period of slow down in achieve acceptance by most potential buyers
and finally profit level declines.

e) Declines:-
It is a period when sales falls of and profit drops.

Market Segmentation:-
Market consists of buyers and buyers differ in one or one more ways. They
may differ in their wants, resources, location, buying attitude etc. Each is
potentially a separate market ideally a seller must decide a separate
marketing programme for each other.

Geographic Segmentation:-
It is done by the market by it’s geographical limits. For example dividing the
market as rural market, urban market, domestic market, international
market etc.

Demographic Segmentation:-
It is done on the basis of the population of a particular state or a country.

Psycnographic Segmentation:-
It is done on the basis of the taste, choice, income, preference, psychology
etc. of the consumer.

Behavioral Segmentation:-
It is done on the basis of the behaviour of the consumer.
Various Pricing Policy:-

A Company may choose various kind of pricing for their products such as:

At Coca Cola Company Limited the price of the product like Soft drinks,
mineral water etc. are determined according to various internal and external
factors such as:

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 - Cost of raw material
- Fixed cost
- Variable cost
- Cost of packaging
- Cost of sales promotion

Channel of Distribution:-

A distribution channel transfer goods from producer to end users that is

consumers. It over comes the major factor such as time placed and
possession slaps at that separate goods and services from those who would
used them. Members of the marketing channel perform many key functions.
To the extends that the manufacturer performs these functions. It is cost
rise and it’s prices become high.

Channels of distribution are also called trade channels. The problem of

selecting the most suitable channel of distribution for a product is complex.
Channel is the combination and sequence of agencies through which one
more of marketing follows and moves.

Distribution channels may be classified as non-integrated and integrated.

Distribution channel can be design in many ways according to the
availability of resources. It could be as follows:-

Manufacturer

Whole Seller

Semi Whole Seller

Retailer

Consumer

At Coca Cola Company Limited the channel of distribution is as under:-

Coca Cola Company Limited

Agents

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 Stockiest

Whole Seller

Semi Whole Seller

Retailer

Consumer

Sales Promotion:-

Advertising is based by two other mass promotion tools that is Sales

Promotion and Reaction.

Sales promotion consists of smart term incentive to encourage to purchaser

or sales of a product or a service, where as advertising offers reasons to buy
a product or a service sales promotion offers to by now.

Sales promotion includes a wide variety of promotion tools design to

stimulated earlier or stronger market response. It includes consumer
promotion such as samples coupons, rebates, price offs, premium etc. The
sales promotion of a product on of the Company may required many steps
such as:

- Setting sales promotion objectives

- Selecting the sales promotion tools

Sales Promotion Tools and Progammes:-

At Coca Cola Company Limited the sale promotion tools and programs are
under taken as follows:
a) Providing knowledge about product
b) Marketing advertising
c) Providing gifts to distributors
d) Providing samples
e) Provide small restaurant in rural areas
The Study of Consumer Behaviour:-

The study of consumer behaviour is the study of how individual make

decision to spend their available resources (time, money and efforts) on
consumption related item. It includes the study of when buy, why they buy
it, when they buy it, where they buy it, how often they buy it and how often

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they use it, what type of soft drink consumers buy, Coca non coca or a fruit
based, what brand (national brand, local brand, generic brand).

Moreover consumer research encompasses all of the behaviour that a

consumer displays in searching for purchasing, using, evaluating and
disposing of the product that they think will satisfy needs of all these
elements. The most influential is the evaluation process, in the case of soft
drink, a consumer dissatisfied with the soft drink.

Research Objectives

1) To find out the causes of buying a soft drink by the consumer i.e. why
they buy it? Because of thirst or its taste, flavour, price etc.
2) To identify the consumption of consumers like who buys, when they
buy, where they buy and how often they buy it etc.
3) To find out the awareness of various brands among consumer.
4) To find out the market share of various brands of Cola drinks.

Research Methodology

This project was given to me with a view to identify the consumer pattern
and the questionnaire was accordingly prepared. There are various stages of
research process. An overview of the research process has been outlined
here and the detail has been dealt with in the following pages.

RESEARCH PROCESS IN FLOW CHART

Define research problem

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Formulate Hypothesis (if any)
Review concepts
Design
Analyze
research
Inter
Data
Preparation
(including
(Test Hypothesis
&sample
ReportifReview
decision)
any) previous
and theories Data Collection (Execution)research finding
 CHAPTER-6

FINANCE DEPARTMENT

As the finance department of Coca Cola Company Limited, Gujarat unit has
the annual turnover around 6,000 Crore, there expenses on advertisement

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is around 2 to 3 Crore. But it is different from year to year. As this unit is
capital intensive unit from 1995 till today the plant had the investment of
capital upto 250 Crore and the profit is going increasing as the year are
going.

CHAPTER-7

CONCLUSION

It was nice experience for me to prepare the project of “The Coca Cola Co.” I
came to conclude that the Coca Cola Company has been one of the

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dominant players in this field. The financial health of the Company is good
and can still today Coca Cola Company is a Profit making company.

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