Accurate Cover Pages

A SUMMER TRAINING REPORT ON
TO PROVIDE THE BETTER PROMOTIONAL SCHEME FOR THE

DEALERS
HINDUSTAN COCA-COLA MARKETING
COMPANY PRIVATE LIMITED
FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD
OF POST GRADUATE DIPLOMA IN BUSINESS MANAGEMENT
Under the G!d"n#e $%& Under the S'er(!)!$n $%
VISHAL VASHANEY MR* DIPESH KUMAR
M"n"+er - O'er"t!$n)
S,-!tted B.
SANDEEP ANAND
PGDBM /001-02
ACCURATE INSTITUTE OF MANAGEMENT 3 TECHNOLOGY
GREATER NOIDA
For Hindustan CocaCo!a Co" P#t" Ltd.
2

PREFACE
Practical and Theory are the two aspects of Management education. The practical training
in the domain of management courses has received vital importance. It exposes to the
potential manager towards the actual work situation and gives a student rich insight into
what practically is going on inside the industries, infect it is the implementation of theory
into practices which is the life force of management.
Two months practical training is an obligatory reuirement for the M.!.". It was of great
advantage to receive practical training in H!nd)t"n C$#"-C$4" M"r5et!n+ C$-'"n.
P(t* Ltd. at #elhi !ranch office. The management of the company offered an excellent
learning situation.
There have been considerable changes in the technology, operation and structure of the
industry due to globali$ation, mergers, environmental issues and available fiber sources,
and new challenges being posed by the changing customer satisfaction levels and multiple
market reuirements are forcing industry to adapt to new solutions.
I was assigned special Pro%ect& '
To Provide a !etter Promotional (cheme )or The #ealers.
*

ACKNO6LEDGEMENT
I take it a matter of great pleasure to submit my research To
Provide The Better Promotional Schemes For The Dealers I am
highly indebted to Dr Prashant Srivastava !"D# $anhit Institute of
%ducation & Information 'reater (oida for guiding me
)t last I am thankful to the library of the institution for providing me
necessary material & all those *ho helped me in completion of my
pro+ect
Thanks again to every body
(MOHIT AGARWAL,
+

TABLE OF CONTENTS
Preface
Acknowledgement
,.-xecutive summary
2.Profile of .oca'.ola India /imited
2., Industrial Profile
2.2 .ompany Profile
2.* .ore brands in India
2.+ "dvertisement and Punch lines
2.0 )abulous facts about .oca cola
2.1 2istory of .oca'.ola
2.3 .oca'.ola India 4 our 5ision, Mission
2.6 (trategy adopted by .oca'.ola
2.7 Marketing mix
0

2.,8 -ko introduction
2.,, "wards achieved by coca'cola
2.,2 Principles of coca'cola India
*.Introduction to Pro%ect
*., 9b%ective of study
*.2 :esearch Methodology
*.* :esearch Techniue
*.+ (ampling "rea
+.#ata sorting, "nalysis
0.Interpretation
0./imitations of (tudy
1.)indings
3.(uggestions and :ecommendations
6. !ibliography
7. ;uestionnaire
1

E7ECUTIVE SUMMARY
#oing this pro%ect was a great experience. The .oca'.ola in India has set up an
independent organi$ations which is 2.... < !..... with a capital of *08 =.(.> each by
virtue of sellout decision of the passed managing director (h. (..."garwal.
Present soft drink boon in India was attributed to the legacy of .oca'.ola, which was
there in India till ,733. In toady?s market the .oca'.ola hold a 12@ market share that
appears to bear concentrated rush to beg a big share in the soft drink market.
!eing a capital < biggest business center of India I choose the area of #elhi to conduct my
study and to get lot of exposure < various opportunities to meet different kind of
customers. This pro%ect has been under taken to study the availability of complete range of
.oca'.ola products to retail outlets.
To conduct the detail study of my pro%ect, I worked for a distributor in south #elhi. #uring
the training period I covered the whole market of center #elhi and gathered the
information from retail outlets regarding the availability of whole range of .oca'.ola
products. "fter getting the information, I list out those retail outlets and getting the
response regarding the various promotional schemes of coke and other.
3

PROFILE OF COCA-COLA
INDIA LIMITED
6

INDUSTRIAL PROFILE
Present soft drink boon in India was attributed to the legacy of .oca .ola, which was there
in IA#I" till ,733. In todays market the .oca'.ola B.oke, Thumps =p, )anta, /imca,
(prite, 5anilla .oke, etc.C hold a 12@ market share that appears to bear concentrated rush
to beg a big share in the soft drink market.
5arious national < multinational firms are engaged in soft drink market due to increase in
its demand day by day. "s far as IA#I" soft drink market is concerned there are ma%or
company?s engaged having a big completion to capture the soft drink market are namely
.oca'.ola < Pepsi. Dhile .ampa .ola < many local cola?s still notice in the Indian
Market.
Pepsi .ola attacked .oca'.ola before Dorld Dar II. .oca .ola dominated the "merican
soft drink industry, Pepsi cola was a drink less to manufactures < with a less satisfactory
taste then .oke. Dhere as .oca'.ola ma%or selling point was more drink for the same
price and Pepsi emphasi$ed on advertising.
7

#uring Dorld Dar II Pepsi < .oke both en%oyed increased sale. "fter the war Pepsi sale
was started to fall relatively to .oke, resulting the .oca'.ola had starting to click the
Market share. " number of factory contributed to Pepsi problem were poor image, poor
taskforce, poor uality control etc.
"t that point "lfred.A.(teeler came to the presidency of Pepsi cola with a great reputation
for merchandising. 2e and his staff recogni$ed that the main hope lay transforming Pepsi
from a cheap imitator of .oke into a class on soft drink manufacturer.
!y ,700 all Pepsi?s ma%or weakness had been overcome, resulting sales had climbed
substantially. These actions from ,700 to ,718 led to a considerable sales growth for Pepsi.
In India another company engaged in soft drink market is .oca'.ola. It is one of the most
widely known, accepted and admired trademarks of the world. .oca'.ola was their in
India till ,733, when the Indian Eovernment banned it due to strong resentment against
multinational company?s .oca'.ola was re'launched again in India in (eptember ,77* at
F2"T2:"(G near "gra. The India people welcomed the come back of their most loved
.ola in the country with great enthusiasm and vigor.
.oca'.ola marked its re'launching with acuiring five Parley drinks vi$. Thumps =p,
Eold (pot, /imca, .itra, Maa$a, (oda.
,8

(oft drink industry is one of the fastest growing industries in India. The basic idea
behind the rapid growth of this industry is due to following reasons&
,. The great corporate war between .oke < Pepsi, who left no stone unturned, for
monopoli$ing the India (oft #rink market.
2. The basic ideology of these two giants is to promote soft drinks as a food item in
India hold.
*. The long hot summers in India have increased the consumption of soft drinks.
,,

COMPANY PROFILE
Heeping in view of tapping the Indian soft drink market and also developing soft drinks as
a drinking product among Indians. The .oca'.ola in India has setup an independent
organi$ations which is 2.... < !.... with a capital of *08 =.(.> each by virtue of sellout
decision of the passed managing director (h. (. .. "ggarwal.
2industan .oca'.ola bottling BA'DC Pvt. /td. Aa%ibabad took the complete possession of
this plant, land, machinery, < intellectuals on )ebruary ,+? ,776 and since then 2....,
looking after all its affairs under company owned bottling plant to establish integrated
marketing system in the area.
In ,777 the company opened up the new bottling plant at #"(A" in Eha$iabad #istt. This
plant has more sophisticated euipments, then the plant at Aa%ibabad.

,2

CORE BRANDS IN INDIA
,*

CORE BRANDS &
C$#"-C$4"& #eveloped in a brass pot in ,661, coca'cola is the most
recogni$ed and admired trademark around the globe. Aot to mention the
best selling soft drink in the world.

S'r!te& In ,71,, a citrus'flovered drink made its =.( debut, using
F(prite !oy F") inspiration for its name. This elf with silver hair and a big
smile was used in ,7+8s advertising for .oca'.ola. (prite is now the fastest
growing ma%or soft drink in =.( and the world?s most popular lemon'lime
soft drink.
F"nt" & The name Ffanta F was first registered as a trademark in Eermany in
,7+, ,when it was used for a few year for a soft drink created from available
materials and flavors . The name was then revived in ,700 in Aaples, Italy,
when it was used for the&G fanta Forange drink we know today. It is now the
trademark name for a line of flavored drinks around the world.

D!et #$5e& The extension of the coca'cola name began in ,762 with the
introduction of diet coke Balso called coca'cola light in some countriesC. #iet
coke uickly become the number 4 one selling low 4calorie soft drink in the
world.
,+

BRAND IN INDIAN ORIGIN
GOLD SPOT& this orange cardonate soft drink was introduced in the early
,708c, and acuired by the coca'cola company in ,77*, its tangy taste has
been popular with Indian teenagers
LIMCA& It is thirst'uenching beverage features a fresh and light lemon'
lime taste and lighthearted attitude. The limca brand was introduced in ,73,
and acuired by the coca'cola company in ,77*.
MAA8A& Maa$a, launched in ,76+ and acuired by the coca'cola company
in ,77*, is a non carbonated mango soft drink with a rich, %uict < natural
mango taste.

THUMPS UP& in ,77*, the coca'cola company acuired this brand, which
was originally introduced in ,733. Its strong and fi$$y taste makes it uniue
carbonated Indian cola.

,0

BRAND IN INDIAN
,1

ADVERTISEMENT
3
PUNCH LINE
OF COCA-COLA
,3

ADVERTISEMENT AND PUNCH LINE OF COCA-COLA
,7*1 - It9) The Re%re)h!n+ Th!n+ T$ D$ .

,7+2 - It9) The Re"4 Th!n+ *
,7+* ' G4$,"4 H!+h S!+n*
,707 ' Be Re"44. Re%re)hed*

,712 - Th!n+ G$ Better 6!th C$5e*

,717 - It9) the Re"4 Th!n+*
,738 ' I:D L!5e T$ B. The 6$r4d A C$5e *

,731 ' C$5e Add L!%e *
,762 - C$5e I) It *

,761 - C"t#h The 6"(e*
,6

,767 - Y$ C"n9t Be"t the Fee4!n+*
,77* - A4;".) C$#"-C$4"
,776 ' E"t M)!#< S4ee' M)!#< And Dr!n5 On4. C$#"-C$4".
,777 - =$ Ch"h$ H$ =".e C$#"-C$4" En>$.*
2888 ' I 6"nt Hr!t!5 And I 6"nt C$5e*
2882 ' Th"nd" M"t4", C$#"-C$4"
288* ' =!.$ Th"nd" P!.$ Th"nd" *

,7

FABULOUS FACTS ABOUT
COCA-COLA
28

,. The world?s largest spherical coca'cola sign is in Aagoya, Iapan a top
the dial 4 Aagoya building in front of the Aagoya railway station. The
sing is a double sphere constructed from more then +1 tone of steel,
more 7+8meter of neon tubing, and more then, 637 light bulbs. The outer
shape features the coca'cola logo and contour bottle, while the inner
sphere portrays a comic scene with twinkling planets and stars.
2. 9ne of the world?s largest signs for coca'cola is located on a hill called
F-/2".2"G in "merica, .hile. It is +88 feet wide and ,*, feet high
and is made from 38,888, 21 ounce bottles.
*. The first out door paint sign advertising coca'cola still exists. It was
painted in ,67+ in .artersville, Eeorgia.
+. .oca'cola is one of the world?s most recogni$able trademarks
recogni$ed in countries that account for 76 percent of the world?s
population.
0. If all the coca'cola ever produced were in 6' ounce bottles. "nd these
bottles were distributed to each person in the world. There would be 136
bottles or over +2 gallons for each person.
1. If all the coca'cola ever produced were in 6 4 ounce bottles, placed side
by side and end to end to from a lane highway, it would wrap around the
earth 62 times.
2,

3. If all the coca'cola ever produced were flowing over Aiagara fall at its
normal rate of ,80 million gallons per second instead of water, the falls
would flow for about a day and a half *6 hours and +1 minutes.
6. the largest representation of the world?s best known package ,88 foot
tall glass contour bottle is located at world of coca'cola /9( 5-E";(
22

HISTORY
OF
COCA-COLA
2*

Ion (tyth Pemberton first introduced the refreshing taste of .oca'.ola in "tlanta,
Eeorgia it was May ,61, when the pharmacist concocted a caramel colored syrup in three4
legged brass kettle in his backyard. 2e first distributed the new product by carrying .oca'
.ola in a %ug cown en%oys in a glass of .oca'.ola at the soda fountain. Dhether by design
or accident, carbonated water was teamed with the new syrup, producing a drink that was
proclaimed F#elicious and :efreshingG.
#r. Pemberton?s Partner and bookkeeper, Mr. )rank :obinson, suggested the name
and penned as F.oca'.olaG in the uniue flowing script that is still famous worldwide
today.
#r. Pemberton?s sold 20 gallons of syrup, shipped in bright :ed wooden kegs. :ed
has been a distinctive color associated with the Ao., soft drink brand ever since. )or his
efforts, #r. Pemberton grossed > 08 and spent > 3*.71 on advertising, by ,67,, "tlanta
chemist as a E..anler had acuired complete ownership of the .oca'.ola business.
2e purchases it from the #r.Pemberton family for > 2*88. Dith in + year his
merchandising flair helped to expand the consumption of .oca'.ola to over >20 million.
:obert D. woodruff become the president of the .oca'.ola company in ,72* and his more
than six decades of leadership took the business of commercial success making .oca'.ola
an institution the world over. .oca'.ola begins as a never tonic, but candy merchant
Ioseph ". !iedenharn of Mississippi was looking for awry to serve refreshing beverages.
2e responded to this demand began offering bottle .oca'.ola using syrup shipped from
"tlanta, during a hot summer in ,67+.
2+

HISTORY IN INDIA
20

The coca'cola company reintroduced coca'cola in India on 9ctober 2*,
,77*, after an absence of ,1 years.
The coca'cola company received approval from the government in Iuly ,771 to
set up a holding company to invest =( > 388 million in downstream operation
of beverages
In Iuly ,773 the holding company was permitted by the government to
operationally its bottling subsidiaries.

The bottling subsidiary currently owns and operates twenty'six bottling
plants and sixty distribution centers across India. In addition, it uses 28 contract
packers to augment its production capacity and cater to the increasing demand
for its wide portfolio of beverage.

21

PROMISE BY COCA-COLA
23

THE COCA-COLA PROMISE
The #$#"-#$4" #$-'"n. e?!)t) t$ ,ene%!t) "nd re%re)h e(er.
$ne !t t$#he)* The basic proposition of our business is simple , solid and
timeless . when we bring refreshment , value , %oy and fun to our stakeholders
then we successfully nurture and protect our brand , particularly coca'cola .
that is the key to fulfilling our ultimate obligation to provide consistently
attractive to the owner so four business.
More then a billion times every day , thirsty people around the world reach for
coca'cola products for refreshment. They deserve the highest
;uality 4 every time . our promise to deliver that uality is the most important
promise we make . and it involves a world'wide , yet distinctively local ,
network of bottling partner , supplier , distributor and retailers whose success
is paramount to our own. 9ur investment in local communities in over 288
countries totals billions of dollars in %obs, facilities , marketing, the purchase of
local good and services, and local business partnership. "lways and every
where , we pursue continuous innovation in the products we offer the processes
we use to make them, the package we develop and the way we bring them to
market .
26


YOUR HEALTH AND OUR BEVERAGES
27

YOUR HEALTH AND OUR BEVERAGES
There is growing confusion about what constitutes a health diet. Dith so mush
conflicting information available about health and nutrition, it can be very
difficult to determine what is accurate and what is not.

The truth is that soft drink and beverages have a place in a healthy lifestyle. "
healthy diet incorporates the basic principles of variety, balance and moderation
without sacrificing en%oyment.
HEALTH AND OUR BEVERAGES --- THE FACTS
(oft drinks do not contribute to diabetes.
The caffeine and phosphoric acid in soft drinks does not affect bone
health
The sugar in soft drinks does not cause children to be hyperactive.
The consumption of soft drinks has not affected calcium consumption.
(ugar consumption has not been shown to cause obesity.
The amount of sugar and calories in soft drinks is about the same as many
fruit %uices
*8

COCA-COLA INDIA-OUR VISION
Provide exceptional strategic leadership on the .oca'.ola India system, resulting in
customer preference and loyalty, through .oca'.ola?s commitment to them and in a highly
profitable .oca'.ola corporate branded beverages system.
THE COCA-COLA-MISSION
THE BEST GLOBAL COMPANY
The mission of .oca'.ola .o. is to increase shareowner value over time. The .o.
accomplishes the mission by working with its business partners to deliver satisfaction and
values to its customers, through world wide system of superior brands and services, thus
increasing brand euity on a global basis, create consumer products, services and
communications, customer service and bottling strategies, process and tools in order to
create competitive advantage and deliver superior value.

*,


(T:"T-EI-( "#9PT-# !J
.9."'.9/"
*2

C$#" C$4"9) G4$,"4!@"t!$n Str"te+!e)
The .oca .ola .ompany is global player and approximately 38 percent of its volume
and68 percent of its profit come from outside the =nited (tate 9f "merica. "lthough it was
perceived as a standardi$ed brand across the world, .oca .ola had been uietly fine
turning its international marketing strategies to suit the needs of individual national
markets. 9nly the brands .oca'.ola, (prite and )anta were marketed globally. In /atin
"merican and -urope, where a heavy consumer preferred existed for lemon lime and
orange sodas. .oke had developed a wide range of formulations and flavors to cater the
needs of different countries. In Indonesia .oke had been selling pineapple and banana
flavored sodas which had been carefully developed to suit local preferences. In Iapan,
.oca'.ola had added a coffee drink called Eeorgia and energy healthy drink named
"uarius to its product line. In India, the .oca'.ola .ompany acuired the brands /imca,
Maa$a and Thums =p in ,77*.
**

MARKETING MI7
*+

M":H-TIAE MIK < (T:"T-EJ&

Marketing mix of any organi$ation consists of + ps i.e. Product, price, place and
promotion having its own significance, that varies from one organi$ation to the other. in
coca 4 cola the information about all the + PLs that can be available to me is given here&
PRODUCT& Product mix of coca'cola consists of the various brand packs and flavor
given in the table. Product strategy of the coca'cola is to promote all brands available in
the brand packs and to introduce the product in new flavor is also introduced.
PRICE& :egarding the pricing policy or the price to the distributor is not disclosed to me,
but as done for the different product of the company, company has priced the product same
as that of its ma%or competitor or the market leader.
PLACE& the coca'cola company in India is governed from its corporate office located at
Eurgaon in 2aryana . It governs the working of five $ones covering whole India these
$ones are 4north $one , eastern $one , western 4 $one , southern $one and "ndhra Pradesh
$one . These $ones are divided in to various. Plant, which govern the area assigned to
them. The area is the various distribution centers called distributors and .<) agents. Then
come the retailers M customer for the company?s product,
*0

They receive good from distributor and c<f agent. )inally consumer is there, having the
product from the consumer?s shops or delivered to their home, it is more clearly visible
through this chart. The coca'cola company, which gave its reach to the mouth of billion of
people all around the world having a wide distribution, network. In India, the pace and
(peed at which coca'cola has widened its business is really ama$ing. #istribution network
is the biggest strength of the company.
PROMOTION& this past of the marketing is playing a very vital and important role in
the current situation in India . /ooking at the competition and promotion and advertising
budget of both the companies coca'cola and Pepsi, one can easily estimate the importance
of this. The promotion mix of coca'cola is divided in to t$' 4!ne 'r$-$t!$n "nd ,e4$; the
4!ne 'r$-$t!$n*
T$' 4!ne 'r$-$t!$n includes the promotion designed and done by the company?s
corporate office of gurgaon and the office of !ombay T.5 ads , design of banner , and
other p's done by the company simultaneously all around India with no difference in
designs etc fall in this category . !elow the line promotion includes the promotion
schemes, publicity material, P9( display done by the company from $onal, plant, sale
manager and area sales manager level. "t the sales manager and area sales manager level
the promotion done exclusively for the cities in their respective area and other P9(
display.
*1

EKO
INTRODUCTION
*3

-ko '''' introduction

In .oca'.ola India we have been implementing an environment management
system ' .oca'.ola India eH9 Management (ystem ' to be used as a tool to
translate all the five eH9 policies into action in our day to day operation. The
environmental management is Institutionali$ed and integrated in annual
business planning cycle by this eH9 management system. 5iews of all
stakeholders including outside world are taken into consideration while setting
annual environmental ob%ectives. The eH9 Management (ystem ensures that
all .oca'.ola associates assume responsibility in ensuring that the
environmental ob%ectivesMtargets are met by constantly monitoring the
environmental performance and taking ongoing corrective action whenever
necessary.
" large part of our relationship with the world around us is our relationship
with the physical world. Dhile we have always sought to be sensitive to the
environment, we use our resources and capabilities to provide active leadership
on environmental issues, particularly those relevant to our business. De want
the world, we share, to be clean and beautiful. The same sprit of innovation in
bringing you different delicious beverages comes alive in implementation of
our environmental programs.
*6

.oca'.olaNs existence in India or for that matter throughout the world is for
refreshing everybody that comes in contact with us. "ll our products live up to
this expectation ,88 @. Dhat more positive environmental impact a product
can have than creating refreshed minds to take good care of environmentO
"s a leader in the beverage industry, .oca' .ola India and its business partners
introduced a series of innovation in the areas of production, distribution and
marketing like never before in India.
De have been giving environmental considerations to all our business
decisions right from inception in India in ,77* like&
-nvironmental due diligence before acuiring land or starting pro%ects .
-nvironmental impact assessment before commencing operations .
Eround water and environmental surveys before selecting sites .
#iligent compliance with all regulatory environmental reuirements
*7

(ince ,77*, we have put a ban on purchase of refrigeration euipment
containing .).s BHnow to be 9$one depletingC. De buy only non'.).
cooling euipment even if at extra cost
De have well euipped Daste Dater treatment facilities manned by
trained personnel at all company owned bottling operations as a minimum
reuirement
-very manufacturing plant has a designated -nvironmental .oordinator
and an active eH9 .ommittee which meets every month
9ur plants comply with same stringent environmental and safety
reuirements in plant design and layout to minimi$e possibility of
accident of damage to environment. Two ma%or plants in India are rated to
be Aeutral P/P rating.
De have affected 08@ water saving in last seven years of operations and
,*@ in year 288,. Minimi$ing water wastage and implementation of
recovery scheme is the key
(everal of our plants are $ero discharge, utili$ing water within premises
only.
+8

De have rainwater harvesting done at a number of Plants.
De have energy conservation programs at all plants. In one year alone, in
past, the monitory savings from these amounted to around :s. *0
millions.
+,

EKO
I-'"#t 3 O''$rtn!t!e)
De use the results of research and new technology to minimi$e the
environmental impact of our operations, euipment, products and packages,
taking into account the associated cost or profit for each environmental benefit.
De minimi$e the discharge of waste materials into the environment by
employing responsible pollution prevention and control practices.
Environmentally Conscious Design
-nvironmental implications are key factors in the
decision'making process during the design and
development of new products, euipment, packages,
processes and facilities.
9perations adhere to the .ompanyNs environmental reuirements and
applicable environmental laws and regulations when designing or modifying
products, euipment, packages, processes, facilities and offices.
9perations seek opportunities to incorporate innovative environmental design
principles for maximum overall environmental benefit.
9perations review capital pro%ects for their potential environmental impact and
take action to address environmental issues.
+2

On$oin$ En#iron%&nta! I%'ro#&%&nt
9perations follow the .ompanyNs Eood -nvironmental Practice for Measuring
and :eporting -nvironmental Performance that
reuires&
' Measurement of environmental impacts.
' (etting goals for waste minimi$ation and cost
savings, documents these in annual business plans.
' Implementing continuous improvement programs.
The .ompany updates The .oca'.ola ecosystems to accommodate changing
technologies and environmental realities in consultation with environmental
managers at all levels of the system and external stakeholders.
+*

EKO
Co%%it%&nt
9ur commitment to protecting and preserving the environment extends
throughout our organi$ation. De believe that having effective environmental
management systems reuires the involvement of employees at all levels. 9ur
officers, managers and employees assume responsibility for daily
implementation of our -nvironmental Management (ystem.
B)!ne)) P4"nn!n+
9perations incorporate environmental management and commitment into
their annual business planning cycles.
"ctivities that will eliminate or minimi$e our impact on the local
environment are integrated into daily business considerations and
operations.
O'er"t!$n) Per)$nne4
-ach .ompany group and division designates an environmental coordinator.
Hey .ompany support functions B/egal, Technical, Marketing, etc.C
designate an environmental coordinator as appropriate.
-ach plant designates a plant environmental coordinator.
9perations management provides written descriptions of roles and
responsibilities for environmental coordinators, and evaluates their
performance annually
++

O'er"t!$n) S''$rt
9perations management provides training to help personnel effectively
implement initiatives to meet all applicable reuirements.
9perations management ensures new employees receive an environmental
orientation.
Individuals with operational environmental responsibility regularly improve
their environmental knowledge and expertise by participating in users,
seminars, meetings and other programs.
C$-'"n. S''$rt
The .ompany develops training programs to address system wide
environmental topics and provides guidance on implementation.
The .ompany works with our bottling partners to help them implement, at a
minimum, The .oca'.ola eH9system or an euivalent environmental
management system.
+0

A6ARDS ACHIEVED BY
COCA-COLA
+1

AWARDS
Hindustan Coca-Cola Beverages Private Limited,
Dasna unit, bags the
Golden Peacock Environment Management Award 2004
The #asna unit near #elhi in Eha$iabad has been awarded the prestigious
FEolden Peacock -nvironment Management "ward 4 288+ BEP-M"' 288+CG
for excellent environment practices and effective control of environmental
impact.
The #asna unit won this award in the )ood < !everage Industry category for
its environment practices among hundreds of entries received from across the
country. The annual award winner is decided on the basis of a rigorous
assessment procedure, which includes a visit to the facility by a team of
experts.
(peaking on the occasion, Mr. (an%iv Eupta, #ivision President and .-9,
.oca'.ola India said, FDe are proud to win this coveted award. "t .oca'.ola
we are committed to preserve, protect and enhance the environment and this
simple belief guides us in everything that we do. De will continue to further
improve our systems and are confident of making a significant positive impact
on our environment in times to come.G
The award will be formally presented to the company shortly by Institute of
#irectors, an independent body that recogni$es the achievements of
manufacturing units under the categories of -nvironment, ;uality and
.orporate Eovernance, in association with Dorld -nvironment )oundation
BD-)C, at an official function during the 1th Dorld .ongress on -nvironment
Management.
+3

The #asna plant achieved this distinction by adhering to The .oca'.ola
.ompany?s internal global uality program called The .oca'.ola ;uality
(ystem BT..;(C. T..;( not only covers environment management, but also
takes into consideration other business aspects such as safety and loss
Prevention B(/PC, product uality, packaging uality, process capability
improvement and customer satisfaction. (trict compliance with T..;(, often
rated as a programmed euivalent to the internationally reputed I(9 ,+88,
(ystem, has also enabled all the company'owned bottling plants in the country
to successfully get the coveted I(9 ,+88, .ertification from #et Aorske
5eritas B#A5C.
The award has been granted after a thorough evaluation of #asna plant?s
compliance with a D-) prescribed program assessment format over a period of
, year from ,st "pril 288* to *,st Mach 288+ during which several
environmental performance indicators were monitored and evaluated according
to D-)?s stringent parameters& energy use, water use, wastewater discharge,
compliance with Eovernment regulations and resource utili$ation.
EP-M" has been instituted by the Institute of #irectors in association with
Dorld -nvironment )oundation BD-)C and is designed to encourage and
recogni$e effective implementation of environment management system. The
award is given both in manufacturing and service sectors.
+6

"ll India #ivision .9!9?s are now I(9 ,+88,
certified
"ll 20 of the India #ivision?s .ompany'owned bottling plants have
gained the international standard I(9 ,+88, -nvironment Management
(ystem certificate.
The I(9 ,+88, certificate is the internationally recogni$ed standard of
-nvironmental Management.
" company must demonstrate management commitment, the total
involvement of all employees and a compliance with applicable
regulatory and internal company standards.
The .ompany started its compliance effort in )ebruary
+7

CARBONATED SOFT DRINK
INDUSTRY
08

.":!9A"T-# (9)T #:IAH B.(#C IA#=(T:J
Industry (tructure

There are three ma%or participants in the production'carbonated soft
drinks. They are concentrate producers for example roughly one 4 half if
Pepsi 4 cola?s sale are through company owned bottles P the remaining volume
is sold through franchises bottles line of soft drink in a defined territory , and
not allowed to market to market a directly competitive ma%or brand.
The principal retail channel for channels for carbonate soft drink are
supermarkets, convenience store, vending machines fountain service, and
thousand of small outlet. (oft drinks are typically sold in glass bottle and in
plastic and cans except for fountain services.
In fountain service syrup is sold to a retail outlet. Dhich mixes the syrup with
carbonated water for immediate sales.

0,

ADVERTISEMENT AGENCY
02

"#5-:TI(-M-AT "E-A.J&
In the year ,77,, coca'cola went for more creative advertisements and
split the > 288million ad account between Mr. . . .""A -:I.H(9A and
.:-"TI5- ":TI(T "E-A.J B.""C presently howler. .haitra leo burnett
handles the coke?s account.
Q India scenario : managing the ad account earlier with a very creative
desirer ting, McCann Erickson managing the to bring out the coca-cola ad
watchers with an Annus Indies descri!tion for the year "#$$ % the year that
the Atlanta brand started moving on the thesis that&&&&' In the once
thunder struck and then choice arm(s reach'
)r getting wall to look red but also about getting the brand(s massage right
through the corte* onto the mind the young India mind'+

0*

SOFT DRINK MARKET
INDIAN SCENARIO

0+

SOFT DRINK MARKET INDIA SCENARIO
India soft drink industry is witnessing a boom time. Its growth rate is
around 28@ with which such growth rate, volume could reach billion crates with in ,8
years. Three ma%or multinational companies are fighting to grab a ma%or chunk of business
from Indian markets. These three coca'cola, Pepsi, .adbury. "ll of these companies have
seen an enormous potential in this country. .onseuently, by world standard, Indian per
capita consumption of soft drinks is still very low.
There fore these soft drinks grants feel that fire capita consumption can only grow up.
(oft drink industries has already seen and estimated sale of around 2+8 million crates
higher then last year?s sale of 28+ million in ,776. The Main reason for such a high growth
rate heightened competition between coca'cola and Pepsi, .adbury, bring a new entrant is
for behind.
India is actually more vivid in taste and preference then any other country
market. #elhi %ar instance, account for about 28@ of total soft consumption in term of
sales.
There are about +, 68,888 soft drinks retailers in India and their numbers are
increasing day to day. This actually means that there is %ust one soft drink retailer on a
population of *3,188, which is far below the international standard. Dhere as Philippines
has one soft drink retail counter over a population of ,08 people i.e. +, 88,888 outlet on a
population of 18 million.
00

P:IA.IP/-(
9)
.9."'.9/"
IA#I"
01

P:IA.IP/-( 9) .9."'.9/" IA#I"
De will conduct ourselves and business activates with the highest standard of
honestly integrity, and professionalism.
De will recogni$e the positive contributions that we make individual and team
member to produce our business success.
De will recogni$e the positives contribution that we makes individual and term
member to produce our business success.
De will encourage a learning environment where the people can constantly grow
developed and contribute.
De will strive for excellence and seek continue improvement in everything we do.
De will respect the entire stake holder, including employees and suppliers and instill
them with a person to deliver the highest employees and suppliers and instill them
with a passion to deliver the highest uality good and services.

03

POLICY
The .oca'.ola .ompany exists to benefit and refresh everyone it touches.
)or us, ;uality is more than %ust something we taste or see or measure. It shows in our
every action. De relentlessly strive to exceed the worldNs ever'changing expectations
because keeping our ;uality promise in the marketplace is our highest business ob%ective
and our enduring obligation.
More than a billion times every day, consumers choose our brand of refreshment because
.oca'.ola is...
The (ymbol of ;uality
.ustomer and .onsumer (atisfaction
" :esponsible .iti$en of the Dorld

06

STRATEGY ADOPTED BY COCA-COLA TO INCREASE
THE NUMBER OF CONSUMERS
The * "Ns is the underlying strategy for meeting company goals to increase no. of
consumers. The * "Ns are& '
A("!4",!4!t.&
To increase the availability of .oca'.ola products in an improved or innovative new
Packaging, dispensing systems, distribution systems, marketing programs and training and
development programs.
A%%$rd",!4!t.&
The consumer can afford the .oca'.ola products at a very reasonable price.
A##e't",!4!t.&
Making .oca'.ola brand is the beverage choice for any occasion depends on the likings,
taste and preferences of the target audience. "cceptability can also be increased through
advertising, sponsorships, promotionsP youth market activities, community programs and
other activities.
07

IAT:9#=.TI9A
T9
P:9I-.T (T=#J
18

OB=ECTIVES OF STUDY
1,

OB=ECTIVES OF STUDY
,. To check out the availability of several promotional scheme of coca'cola for the
dealers.
2. To find out the retailers response regarding the various promotion schemes of
.oca'.ola and to %udge to %udge its impact on retailers.
*. To make an overall assessment of specified market to provide a better
promotional scheme for the dealers.
+. To draw a comparative analysis of promotional schemes.
12

RESEARCH METHODOLOGY
Pr$,4e- De%!n!t!$n& -

Identification of those retailers who are not satisfied with
promotional schemes of .oca'.ola?s
S$r#e) $% D"t"& - Primary
The study was conducted with the help of specified
format of the company. "ll the comparison was made wholly depending on
information gathered first hand.
Re)e"r#h In)tr-ent)& -

9bservation and asking uestions according to the provided
format for the retailers.
Re)e"r#h Te#hn!Ae& -
1*

Be)t!$nn"!re
,. Aame of the outletO
RRRRRRRRRRRRR
2. Aame of the dealerO
RRRRRRRRRRR
*. "re you having S:ack charge Haro Mobile recharge karo L schemeO
Jes Ao
+. #ate of %oining the scheme.
RRRRR..
0. 2ow did you come to know about this schemeO
(alesman.
MIT.
5isitor.
9ther outlet.
9thersRRRRRRRRR
1. Dhat did you %oin this scheme forO
Pri$es.
Money.
#isplay.
-nrich relations with ScokeL.
"ny otherRRRRRRRR.
3. Dhat would you like the most to get as pri$eO
.ash.
Eifts
Trips
Prepaid connection.
:echarge card .
"ny otherRRRRRR..

1+

6. Dhat is the display statusO
Darm.
.ool.
7. #o you have any problem regarding this schemeO
(alesman.
Pri$e distribution .
"ny other RRRRRRR
,8. Dhich is the most exciting scheme you have participated yet in Scoca'
colaL.
RRRRRRRRRRRRRRRR..
,,. Dhich is the most exciting scheme you have participated yet in
"ny other brandO
RRRRRRRRRRRRRRRR.
,2. Dhat improvement would you like to have in this schemeO
RRRRRRRRRRRRRRRR
,*. "ccording to you what should be the duration for these sort of schemeO

9ne month.
Three month.
(ix month.
9ne year.
10

SAMPLING AREA
S"-'4e Are"& -
11

To conduct the study of my pro%ect, marketing department of .oca'.ola gave me a
region of (outh #elhi. =nder the guidance of distributor I covered following areas.
TOTAL C DE0 OUTLETS
13

CENTRAL
DELHI
H.E
M":E,
(2"AH":
MHT.
/.A.I.P,
"IM-:I E"T-
2...M /"A-,
M--:"
!"T":
P":/I"M-A
T (T:--T
.. P,
E9/- MHT.
:-#
.:9((,
:-# )9:T
I.T.9 /"A-,
!"/
!2"D"A
#-/2I
E"T-,
"A(":I
M":H-T
DATA SORTING<
ANALYSING
AND
INTERPRETATION
16

,. NUMBEROF RETAILERS GETTING THE
INFORMATION ABOUT THE PROMOTIONAL
SCHEME FROM THE DIFFERENT SOURCES&
(alesman ' ,,3
M.I.T ' 6
5isitor ' ,6
9ther 9utlets ' 3
T9T"/UUU'UU,08UUU
17

/* THE PUROSE OF =OINING THIS SCHEME BY THE
RETAILERS IS &
Pri$e ' 10
Money ' +0
#isplay ' 2+
-nrich relation with coke ' ,1
UUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
T9T"/ ' ,08
"s shown in the table 10 retailers had a opinion that they should get something
back from the coke with regarded to sales in terms of gift < reward. This
provide to be a motivating factor for them .another +0 were demanding for
monetary profit because it would help them in their business. Jet another 2+
demanded display facilities which helps them to increase their sales rest ,1 had
totally different opinion i.e. outlets wanted only good relation with the
company.
38

3,

F* AFTER ANALYSNG THE MARKET THE MOST
DEMANDING ITEM AS A PRI8E BY THE DEALARS
&
.ash ' 02
Eifts ' 3*
Trips ' ,2
Prepaid connection ' 3
:echarge coupons ' 1
UUUUUUUUUUUUUUUUUUUUUUUUUUUUU
T9T"/ ' ,08
32

G* MANY RETAILERS 6ILL SHO6 THE DISPLAY OF
COCA CCOLA ON THEIR SHOPE IS A &
Darm ' 6+
.ool ' 11
UUUUUUUUUUUUUUUUU
T9T"/ ' ,08

3*

E* ACCORDING TO RETAILERS THE DURATION OF
THESE SORTS OF SCHMES SHOULD BE&
9ne Month ' 20
Three Month ' 16
(ix Month ' +3
9ne year ' ,8
UUUUUUUUUUUUUUUUUUUUU
T9T"/ ' ,08
20 outlets suggested towards the one month scheme by which they got regular
and new scheme and more gift. 16 outlets were the favor of three months
scheme as they throught that * month schemes are much more profitable then
one month scheme. They can get more refunds from this scheme. They didn?t
for one year or six month scheme because they were also having a view of
getting new scheme from time to time and same was the view of outlets who
voted for six month < one year scheme
3+

30


1. T2- #I))-:-AT -KI.ITIAE (.2-M- 9) .9."'.9/"
P":TI.-P"T-# !J T2- #I))-:-AT 9=T/-T(.
.ash discount scheme ' 62
(cratch card ' 2*
:ack points ' *8
:un collection ' ,0
UUUUUUUUUUUUUUUUUUUUUUUUUUUUUU
T9T"/ ' ,08

"s show in the figure 62 outlets are prefer the cash discount scheme by coca'
cola by which they got investment to get increase their business . and 2*
outlets are at scratch card scheme side in which they got surprise gift and *8 of
them suggest the rack schemes in which they got gifts on display of racks and
,0 is for run collection the collects the point as runs and sum of the points got
the gifts .
31


33

3. Jou will get proper scheme.
Jes 61@
Ao ,+@
36

INTERPRETATION
Many retailers %oined the schemes to get something back from the coke.
This provides to be a motivating factor for them.
"s the figures say that short terms schemes for 1 month gives more time
to outlet to achieve their target.

37

LIMITATIONS
OF
STUDY
68

LIMITATIONS OF STUDY
,. :etailers are reluctant to discuss the problems in detail and are not willing to provide
the exact information of each brand and si$es to the researcher.
2. The no. of outlet sample was less to draw any conclusion of channel wise sales.
*. The time period of study is %ust 6 weeks, under such constraints the study cannot be
undertaken comprehensively.
+. Eeographically area of #elhi was a big one and outlet were locationally scattered in the
nature. Thus was a difficult thing to cover even a single route in a day.
0. It being a dynamic market, where competition is cut throat, even outlet change their
response very freuently, thus at a time are biased.
6,

FINDINGS
)ollowing are the findings of the survey, which I observed during the survey&
"ccording to analysis (alesman informed more about the promotional
schemes as compared to other.
.ash is more demanding item in market by outlets as because it gives
them a financial support to their business.
The outlets %oin the schemes to motivate themselves by getting high pri$e
by company.
62

SUGGESTIONS
AND
RECOMMENDATIONS
6*

SUGGESTIONS AND RECOMMENDATIONS
These are the following suggestions, which I recommend to the distributor.
/aunching schemes which should act as counter attack schemes for
competitors
In order to raise the sales and compete he market the distributor should
give some extra scheme to its retailers.
Aew freuently scheme should be launched.
In short'term scheme for 1 month should be launched in comparison to
other brand.
6+

BIBLIOGRAPHY
60

BIBLIOGRAPHY
The B")!#) $% C$#"-C$4"& -
Publisher& .oca'.ola .ompany
B$$5)& -
"uthor Aame ' E...!eri
!ook Title ' Marketing :esearch
-dition Aumber ' Third -dition
Publisher ' Tata Mc'Eraw 2ill
Pages 9f .itation ' +,, 72, ,12, **7
Other) ,$$5)&-
"uthor Aame ' (.p gupta
!ook Title ' :esearch
-dition Aumber ' Third -dition
Publisher ' Tata Mc'Eraw 2ill

61

Internet& -
(ites&
www.cocacola.com
www.google.com
www.coca'colaindia.com
www.myen%oy$one.com
63

BUESTIONNAIRE
66

BUESTIONNARE &
R$te N$* &-
N"-e $% $t4et &-
C$nt"#t 'er)$n &
Addre)) &-
D * T.'e $% Ch"nne4&-
H"I -atery H,I Erocery H#I .onvenience HdI Institute HeI 9ther
/* In%r")tr#tre $% ret"!4 $t4et &-
HAI Pe')! C$#"-C$4"
H"I -mpty BiC BiC
H,C5isionMoye BiiC BiiC
H# I Ice box BiiiC BiiiC

HdI (ignage BivC BivC

F*P"#5 "("!4",!4!t. $% " d"!4. "(er"+e )"4e &-
67

HBI Pepsi .oca'.ola

H"I 288ml BiC BiC
H, I *88ml BiiC BiiC

H# I 088ml BiiiC BiiiC

BdC 2888ml BivC BivC

BeC "uafinaMHinley BvC BvC
G*
F"#!4!t!e) Pre$(!ded ,. #$-'"n.&
H #I
)acilities Pepsi coca'.ola
BaC .ash #iscount BiC BiC
BbC .redit BiiC BiiC
BcC -mpty loan BiiiC BiiiC
BdC 9ther BivC BivC
E* T.'e) $% St"t)&
BaC Pepsi monopoly BbC .oca'.ola monopoly BcC Mix
78

0. Dhich company product you sell moreO BaC
Pepsi BbC .oca'.8la BcC !oth
1. Dhy you prefer Pepsi M.oke or mix Bplease. :ank itC&
BaC .onsumer demand
BbC (ervice
BcC (cheme
BdC Personal relationship with company employee
BeC )acility provided by the company
BfC :elation with root agent
BgC .ompany staff freuently visit
3. :etailer satisfaction regarding service&
BiC which company provide better delivery
aC Pepsi BbC .oke BcC !oth BdC Aone
BiiC which company vehicle arrives on time&
BaC Pepsi BbC .oke BcC !oth BdC Aone
BiiiC which company provides better service in emergency
BivC which company?s vehicle is more regular in visit&
7,

7. :etailer satisfaction euipment&
BiC which company provides better scheme BvisiMoyeC
BiiC Dhich company provides better scheme for ice box&
,8. :etailer satisfaction scheme&
BiC Dhich company comes out with good schemes&
BiiC Dhich company executes his marketing scheme&
72

BiiiC Dhich company provides better option for marketing scheme&
BaC Pepsi BbC .oke BcC !oth BdC none
BivC Dhich company offers other more trade scheme&
BvC Dhich company offers more value trade scheme&
,,. :egular satisfaction relationship&
BiC Dhich company route agent behaves more supportively and professionally&
BiiC Dhich company official visits more freuently&
BaCPepsi BbC .oke BcC !oth BdC Aone
7*

BiiiC Dhich company officer provide better solutions&
,2. Problem Bif anyC&
,*. (uggestion Bif anyC &
RETAILOR JS SIGNATURE
7+

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