Objectives of the study

bjective of the study is to learn and experience significant

contribution of theoretical aspects of business
administration in business world. Any organisation either
public or private comes under industry of commerce follow
the basic concepts of business administration and they have to plan
organise direct control and coordinate different activities at different
grounds.

The study is undertaken the following specific objectives: To learn and experience the current business world.
To analyse the present organisational behaviour and business
environment.
To analyse the effect of the ethics and values in enhancing
effectiveness of the organisation.
To analyse various measures necessary for gearing up of business

About the Company

HISTORY OF THE VARUN BEVERAGES LTD.
Varun Beverages Ltd. is situated in Tahsil Chhata of Mathura district. Pepsi
has given VBL franchise and profit generated by the Co. is totally
participated by itself.

Earlier, Agra Beverages Ltd. was situated in the city of Taj, Agra in 1970. It
was set up for Coca Cola but due to political movement Coca Cola went
out from the country. They started filling Limca, Double Seven by 10th
April 1986 and then afterwards Parle Products. In 1991 the company
started filling of Pepsi brands. At present Agra Beverages Ltd. is converted
into Varun Beverages Ltd. established in March 1999, situated in
Kosikalan, Mathura.

Varun Beverages Ltd. is a private limited company to which franchise is

given by Pepsi Food Ltd. for bottling of the various Pepsi brands.
Managing Director of the company is Mr. Ravi Kumar Jaipuria, leading top
businessman (In Soft drink Market) in India.

PEPSI GUIDELINES:

PEPSI LANGUAGE:
A district is a geographical area, which includes a number of accounts or
outlets.
A route is a set of outlet called on by a sales man per day.
A sub route is a set of outlet called on by a sales man on a specific day.
A route day is a specific day of week during which is sub route is served.
Call frequency is the number of times; an outlet is a schedule to be
called on by a salesman in a week.
Selling is defined as the active attempt of a salesman to sell the product
to the consumer.

VISION OF THE ORGANIZATION

The future description of something (an organization corporate
culture, a business, a technology, an activity) in the future.
Varun Beverages define its vision statement as follows:
Varun Beverages Ltd. enters next few years with the confidence of a
learning knowledge based and happy organization.
We will establish ourselves as a supplier of choice by delighting our
customers with our service and our products. In the coming decade, we
will become the most cost competitive Beverages Plant and so serve the
community and the nation.

Market Survey:
Marketing survey is an assessment, which can help executive to raise
the level of their subordinates. Survey collects recorded and analyze
the data about marketing problems to facilitate decision-making.
Varun Beverages Ltd. is one of the bottlers representing PEPSI. Varun
Beverages has provided its total market potential ranging U.P.,
RAJASTHAN, HARYANA, M.P., GOA, NEPAL, due to piracity of time,
market survey was operated only in Vrindavan city.

Soft drink is a consumers good market has divided the consumers

good into three categories:(a)Convenience goods
(b)Shopping goods &
(c)Special goods

Soft drink falls in the categories of convenience goods. These products,

which a consumer buy frequently, immediately, regularly and with
minimum shopping efforts. The distribution of these products should
be available for the convenient location to facilitate consumer. Soft
drink completely fits into the definition, simply because soft drink are
impulse item purchased on the spur of the moment without much
through & consideration. Hence V.B.L. does its best effort to make soft
drink available with in easy reach of consumers.
Different marketing activities are adopted to ensure proper discharge
at marketing functioning three folds: (1) Anticipation and recognition at demand.
(2) Stimulation of demand
(3) Satisfaction of demand

PROMOTION FACILITIES :
The company in order to enhance its sales gives certain Promotional
concessions to the dealers and retailers
DISTRIBUTORS:
The company owns the advertisement costs Expenditure On lifting
schemes are given. The company owns umbrellas, Chains and paintings
etc.
RETAILERS:
Free painting.
Glow signboard.
Refrigerators are provided (on certain terms and conditions).
Umbrellas and chains are provides by the company, conditions
being good gathering and publicity etc. market schemes are given.

MARKETING CONCEPT:
Marketing boasts a rich array of concept and tools. We will start
by defining marketing, and than describe its major concept and tools.
Marketing is a societal process by which individuals and Group
obtain what they need and want through creating, Offering, and freely
exchange products and services of Value with others.
The marketing concept hold that key to achieving its
Organizational goals consists of the company being more effective than
competitor in creating, delivering, and communication customer value
to its chosen target market. The marketing concept takes an outside in
prospective. It starts with a well-defined market, focuses on customer
needs, coordinates all the activities that will affect customer and
produces profits by satisfying customers.
MISSION STATEMENT:
Consistent with the values of the Varun Beverages . Pvt. Ltd and strives
to strengthen Indias industrial base through the effective utilization of
men and materials.
The means envisaged to achieve this are high technology and productivity,
consistent with modern management practices. Overall, the company seeks to scale
the heights of excellence in all that it does in all atmospheres free from fear and
thereby reaffirms the faith in democratic values.

PHILOSOPHY
The Philosophy of Varun Beverages Ltd. Establishes the value, believes &
guidelines for the manner in which the Varun Beverages Ltd. Is going to
conduct its business. Usually the officers of the Varun Beverages Ltd. Lay
down the corporate Philosophy, which an organization follows in its
strategic and operational activities. Such a Philosophy may not be
consciously and formally stated but may gradually evolve due to the
officers actions.
Generally an officer has a perception of the type of organization that he wants
his company to be the executive committees of Varun Beverages Ltd.
Discuss and decide on a corporate philosophy to be followed for strategic
management. Consultants may also be called upon to make an in depth
analysis of the organization to suggest an appropriate Philosophy
statement.

STRUCTURE OF THE ORGANIZATION

CHAIRMAN

MANAGING DIRECTOR

PRODUCTION

FINANCE

PERSONNEL

MARKETING

MANAGER

MANAGER

MANAGER

MANAGER

ASSISTANT

ASSISTANT

ASSISTANT

AREA SALES

MANAGER

MANAGER

MANAGER

MANAGER

1. STRUCTURE OF PRODUCTION DEPARTMENT

Plant. Managers
Plant Accountant
Production Manager
Shipping Head

Supply Executive

Shipping In charge

2. STRUCTURE OF SALES DEPARTMENT IN V.B.L.

M.U.M.

U.M.

T.D.M.

A.D.C.

C.E.

T.D.M.

T.D.M.

T.D.M.

A.D.C.

A.D.C.

A.D.C.

C.E.

C.E.

C.E.

SALES

SALES

SALES

SALES

SALES

MAN

MAN

MAN

MAN

MAN

M.U.M. -

MARKETING UNIT HEAD, Mr. Prakash Chopra

U.M.

UNIT MANAGER, Mr. Deepak Bhalla

T.D.M. -

TERRITORY DEVELOPMENT MANAGER, Mr. Ajay Saigal

A.D.C. -

ACCOUNTS DEVELOPMENT CO-ORDINATOR, Mr. Amit Gupta

C.E.

CUSTOMER EXECUTIVE, Mr. Sachin Dixit

M.E.

MARKETING EXECUTIVE, Mr. Ashish Agrawal

3. STRUCTURE

OF ACCOUNTS DEPARTMENT:

Unit Head

Sales Account Head

Accounts Executive

Accounts Executive

Accounts Executive

4. STRUCTURE OF PERSONNEL DEPARTMENT:

Unit Manager

--

H R Manager

TDM

Mr. Anoop Channa.

A Raziq Malik

--

Mr. K.M. Sharma.

ADC

--

Mr. Ravi Jain.

CE

--

Mr. Rajeev Tandon.

5.

STRUCTURE OF PURCHASE DEPARTMENT:

Purchase Manager

Purchase Executive

Purchase Executive

CORPORATE SOCIAL RESPONSIBILITIES

Under the guidance of its chairperson, the company had consistently backed on
numerous occasions awards for quality assurance and productivity. The companys
highly sophisticated plant and quality control laboratory along with the dedication
and enterprise of its employees is more than evenly matched by the managements
sense of understanding and compassion that insured the companys progress with
every passing day.
Currently despite having a sale of more than 24 million bottles and paying
handsomely to the state of and national exchequer by way of statutory duties and
company enable to meet the growing demand of its products and consequently a
plan to establish a second production line with enhanced capacity is on the anvil.

MAJOR COMPETITORS
The Coca-Cola Company exists to benefit and refresh everyone it touches. Founded
in 1886, our Company is the world's leading manufacturer, marketer, and distributor
of nonalcoholic beverage concentrates and syrups, used to produce nearly 400
beverage brands. Our corporate headquarters are in Atlanta, with local operations in
over 200 countries around the world.

The product range of COCA-COLA Consists of: COLA

ORANGE

LIME

LIME

MANGO

M.WATER

COKE

FANTA

LIMCA

SPRITE

MAAZA

KINLEY

SWOT ANALYSIS

Strengths:-

Varun Beverages are franchisee owned Bottle Operation (FOBO) of worlds most famous
soft drinks giant PepsiCo.
Varun Beverages uses state of the art and fully automatic machines and technology for the
product and bottling of soft drinks.
It has a very strong distribution network and well built market and currently holds almost
all the parts of the state.
Weakness: Purity & Quality of the products are estimated manually.
Promotional activities in the rural market are not up to the mark as compared to the
urban market.
Its one of the popular brands PEPSI in Cola flavor is lagging behind with its nearest
competitor only due to high sugar content and less thrilling taste.
More emphasis is given to the large dealers.
PEPSI has only one cola flavor where its competitor has Coca-cola has Coke and
Thumps-Up.

Opportunities:-

It should give more incentives to the dealers in the rural areas, where there is a
huge market potential.
It should adopt automatic and computerized quality control system for its product.
More lucrative schemes to be launched regularly, especially during off-season. So
as to attract more and more customers.
Apart from sponsoring films, cricket and music it should also Spencer to different
fashion shows, quizzes and debates in schools and colleges.
The consumption rate is higher in Mathura
As it is a international brand, it is easy to capture market.

 Rural market is relatively untouched with high growth potential.

Enhancement of township will enhance its sells.
The present supply is not sufficient to fulfill the demand, which may be trapped.
Threats:

One of the products of their competitor in the cola segment has a very good market share due to its
taste.

Coca-cola is now spending more and more to boost up the sale, so Varun Beverages should also
have to go a head and think about it.

The frequent article in news paper about harmful effects of carbonated soft drinks.

The entry of new local lemon flavor fruits juices.

Sprite is expanding its market in rural area

The strong brand image & advertising style may harm the sells in future

The following table shows the internal and external factors affecting the market opportunities for
PepsiCo & its products.

Internal Factors

Strengths

Weaknesses

Management

Experienced, broad base of interests

and knowledge

Large size may lead to conflicting

interests

Product Line

Unique, tastes good, competitive price,

and convenient

Generic brands can make similar drinks

- cheaper

Marketing

Diverse, and global awareness

Culture differences

Personnel

International, diverse positions

Possible conflicts due to so many

people, possible trouble staying focused

Finance

High sales revenue, high sale growth,

large capital base

High expenses, may have trouble

balancing cash-flows of such a large
operation

Manufacturing

Low costs and liabilities due to

outsourcing of bottling and distributing.

Lose control and quality standards

Research &
Development

Continuous efforts to research trends

and reinforce creativity

May concentrate too much on existing

products, intrapreneuralship may not be
welcomed

External

Opportunities

Threats

Consumer/Social

Highest per capita consumption rate of

carbonated beverages in the world.
Often a substitute for water.

Traditional sodas & fruit juice have a

strong brand loyalty due to pesticide
finding.

Competitive

Lower entry barriers due to presence

of highly distribution system for other
Pepsi products

Not entirely patentable, constant

replicability by competitors

Technological

Internet promotion such as

banner ads and keywords can
increase their sales, and more
computerized manufacturing
and ordering processes can
increase their efficiency

Computer breakdowns, viruses

and hackers can reduce
efficiency, and must constantly
update products or other
competitors will be more
advanced

Economic

Consumer income is high, more

tend to eat out, convenience is
important

Very elastic demand, almost pure

competition

Factors

PRODUCT PROFILE

The products manufactured by Varun Beverages Pvt. Ltd, are very limited in range as
it is not independent to diversify its products when required. This is because it is a
unit of PEPSI FOODS LIMITED, which supplies the concentrates for different brands
of soft drink. These are: PEPSI (cola flavour)
MIRINDA (orange, apple & lemon flavour)

 7 UP (Clean lemon flavour)

SLICE (Mango flavour, having concentration of ALPHANSO, TOTAPURI Mango
30:70)
SODA EVERNESS
MOUNTAIN DEW
PEPSI BLUE
The chief consumers are young masses. Beside direct consumer, hoteliers,
restaurants owners and various other soft drinks peddlers also use them. Thus it can
be said that these are the product for mass consumption.
SOFT DRINKS BRANDS:
Brands available in 200 ml.

Treta Slice Mango.

Treta Slice Orange.
Brand available in 250 ml.

Slice
Brands available in 300 ml.

Pepsi
Mirinda orange
Mirinda Lemon
7 Up
Mountain Dew.
Soda

Brands available in 600 ml

Pepsi
Mirinda Orange
Mirinda Lemon
7 Up
Mountain Dew
Soda
Brands available in 1000 ml.

Pepsi
Mirinda Orange
Brands available in 2000 ml.

Pepsi
Mirinda Orange
Mirinda Lemon
7 Up
Mountain Dew
Mineral Water

Aquafina

Available in 1000 ml. Bottle.

Prices of Pepsi Products:

Soft Drink

Bottles in Crait

Price

300 ml Brand

24

260

600 ml Brand

24

498

2000 ml Brand

09

510

PRODUCTION PROCESS
Water Treatment Plants:

Water

in

Beverages

the

Varun

Ltd,

Before

ensuring production, raw

water is being treated in
the

water

treatment

plant. In this stage hard

water is converted into
soft

water

by

the

demineralization for the

soft drink base. The process of Osmosis does the conversion of hard
water. The process involved is known as coagulation process. Main
chemicals used are Ferrous Sulphate (FeSo4), Calcium Hydroxide (CaOH),
& Chlorine (CI).
Initially water is treated with all these chemicals in the treatment tank and
becomes turbid. All impurities get settled at the base and remove the
turgidity. Then it sent to the Carbon Tank where all the microorganisms
and chlorines are removed. The water so obtained is completely free from
any kind of impurities and can be used in further processing. The maximum
alkalinity maintained until as much as 50ppm

FUNCTION OF EQUIPMENT INVOLVED IN WATER TREATMENT PLANT:

1. SAND FILTER:

It filters the water with help of sand. It is cleaned Monthly by water &
yearly sand changed.
2.

ACF (Actified Carbon Filter):

It removes chlorine from water. It is cleaned monthly by steam & yearly

it is replaced
3.

SF (Softener Filters):

It removes hardness. It is changed by 10% brine solution and cleaned

by reverse water
4.

flow.

DMF (Dual Media Filter):

It removes suspended particles. It is cleaned weekly by Sodium hypochlorite

solution.

5.

DOSING SYSTEM:

Removal of chlorine.
6.

MICRO FILTER:
It removes micro size particles. It is cleaned by Chlorine Solution

7.

REVERSE OSMOSIS:

It cleans water on the principal of reverse osmosis

8.

U.V.LIGHT: It removes all remaining harmful bacteria

Bottle Washing Plant:

Used bottles returning from the market are stealthy. It is completely an auto-process
which takes place within a machine called washer machine. The machine has three
compartments. Bottle for washing are placed on the conveyer come inside the
machine and get successive treatment. Bottles are treated with 4% caustic soda in
the first compartmental a temperature 100-150 F. Next these were conveyed to the
second compartmental, where bottles are again treated with 2% caustic soda at a
temperature of 120F, in the third compartment bottles are treated with soft water.
Time duration in each compartment is 10 minutes. Bottles are then sent through the
inspection center, where these are watched against strong light.

Syrup Room: Syrup room is situated on the first floor. Here syrup is prepared
from filtered water, sugar and the concentration. The room is well equipped with
several tanks and filter press.

water under pressure in definite proportion. Inspected bottles gradually come

under the Filtration Machine. Carbonated syrup by this time fills the filler machine.
From this machine, syrup is poured into the Calculated amount of syrup along with
concentrate and water are being heated up to 85 degree C. Thus a saturated solution
is being prepared. Next it is sent through a machine called Filter Press syrup is
filtered here.
Filtered syrup is next passed through a para flow cooler, when by recycling and glycol
method, the temperature of the syrup is cooled down to 20-25 degree C cooled
syrup is than stored in the syrup tanks. Syrup comes to the Traumatic machine. Here
syrup is mixed with carbonated bottles in calculated amount. Meanwhile, crowner
machine helps in closing the bottle mouth with helps of the caps completely air tight.
Ready bottles are again sent through an inspection center for through examination
on conveyer. Next they were carried on a round table from where they are collected.

These are the pictures of placing the cartoons full of cold-drinks which
are ready to sell to Retailers, Consumers, etc.:

For placing the cold-drink or mineral water bottles to the lorry, a

Robot is being used:

Research methodology
This section includes Primary and Secondary data.
Primary data: These are the datas which are being collected by own
self, not by others.
We have visited the Varun Beverages and got all the information about
the processes, machines which are assembled in the processing of
bottle and filling of Soft Drink. Photos were also taken out there.

SECONDARY DATA: means the data which have already been

collected and analysed by someone else for its own use. The photos of
various types of processes engaged in soft-drink factory are reffered
from the internet.

LIVE AND LEARNING EXPERIENCE

Back from our industrial visit. It was certainly a great experience and highly
surprising to see all the theories we study in our commerce books being put to
practical use. We went for a visit to a soft-drink factory. That was totally exciting,
educational and demonstrative too. I mean I could never imagine so many
processes are involved in the production of a soft drink.
Before entering there, they provide us the cap made from thin cloth (used mainly
while working into the factory) which would provide us the protection from the
harmful gases emitted from the machines.

The Varun Beverages Ltd. deals in Soft-drink factory. Wherein, we have seen
many machines like fillers, etc. Bottle washing by various machines, which was
the first process in the factory. Mr. Ajeet Singh told us :
Turnover= Rs. 2000 Crore annually;
Sale= 200 countries;
Bottles= 24000 per day.

CONCLUSION
As we have been there we have experienced and gained the
knowledge about the proper industry. In books we acquire only
theoretical knowledge, but in actual, the pragmatic implementation
of the same, can be grasped only by visiting an industry, which varun
beverage has provided to us.

We have learned that how managers are able to manage an industry

at a large scale.

We come to know that how we implement our ideas in practical

way.

The workers of varun beverage are very friendly and adjusting, they
give us a chance to learn more about their machine.

BIBLIOGRAPHY
Website:
www.rjcorp.com
www.google.co.in
www.21food.com

Photographs at site of different units.