COCA COLA BEVERAGE PVT LTD

A
SUMMER TRAINING PROJEGT REPORT

ON
THE EFFECTIVE DISTRIBUTION PROCESS OF VARIOUS
PRODUCT OF COCA COLA

Submitted for the partial fulfillment of

the requirement for the award
Of
MASTER OF BUSINESS ADMINISTRATION
SESSION 2010-2012

Submitted By: Amit Kumar Balmiki

MBA IInd Year
Roll No. : -1066670012

SUBMITTED TO
AJAY SINGH
TRAINING MANAGER

S.R.M. BUSINESS SCHOOL

Bkt, Lucknow

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ACKNOWLEDGEMENT
The Research report will be incomplete without acknowledge
giving my sincere, gratitude to all persons who have helped me in
the preparation of this dissertation. First of all, I thank GOD
ALIMIGHTY for the blessings showered on me throughout this
project work, which has helped me in the successful completion of
the training. I express our thanks to Coca cola Hindustan
Beverages Ltd. for granting me the permission to work with the
esteem organization. I am also thankful to Mr. Ajay Singh (Training
Manager) and then to Mr. Ashutosh Sharma (Sales Co-ordinator)
and then to Rahul Singh (SE) and then to Pankaj Chaudhary
(Logistic Co-ordinator) of Coca cola Hindustan Beverage Ltd. They
guided and helped us in all possible ways they could, at every
stage of the report.

I would also like to thank all the Executives, distributors & staff of
Coca cola who provided us all the relevant information and their
kind support, on the basis of which this report has been prepared.
.

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DECLARATION
I hereby declare that I have carried out Summer Training Project on the
topic entitled The Effective Distribution process of Various Products
of Coca Cola at Lucknow, Uttar Pradesh.
I further declare that this project work is based on my original work and
no part of this project has been published or submitted to anybody.

AMIT KUMAR BALMIKI

M.B.A IIND YEAR

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PREFACE
In summer the consumption of soft drinks is more due to hot
weather in this time chilled weather is needed everywhere and
every body irrespective of age difference. In the market peoples
not only need water, but they want same taste too. Here comes the
need of soft drinks: it has become an essential part of market as
people like it in addition to the bottles, now days packages of soft
drinks i.e. Tin cans. Pet packs of i.e. Litters canisters and
dispensers are introduced to enhance the impact in sales.
As an integral part as curriculum all M.BA a participant are
required to undergo practical summer training in any industry for 6
to 8 weeks period. The main objective of this training is to
supplement theoretical knowledge with exposure to practical
operator of an organization or industry. Candidate tale much help
from this training when he get the job after completed the
curriculum in this training candidate get the better opportunity to in
meet the Retailer conjurer, whale sellers dealer by which
candidates gain more and more information about the market. By
this practical Experience candidate confident level is improved.

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Consequently

we

can

say

this

training

provide

better

understanding of all functional areas of management skills.

TABLE OF CONTENTS
PAGE NO.

TOPIC

INTRODUCTION

OBJECTIVE OF THE PROJECT

COMPANY PROFILE

MARKET OF SOFT DRINK IN INDIA

DISTRIBUTION CHANNEL

ANALYSIS & INTERPRATION

RESEARCH METHODOLOGY
SWOT ANALYSIS

:
:

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FINDINGS

RECOMMENDATION

LIMITATION

CONCLUSION

BIBLIOGRAPHY

ANNEXURE - QUESTIONNAIRE

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Introduction
Modern age is full of competition. Today only way of success is
your continuous efforts towards the growing market needs and in
satisfying them. It is the marketer job to know what the market
speaks i.e. the ever changing needs of the customer through
market research & adopt them fruitfully. It is must for all the
companies to make policies according to the customers and the
govt. Today to succeed for any organization has to target its
customer needs, to create a culture in the organization i.e. market
conscious & responsive to customer needs. Soft drinks industry
has become big business in India in recent years.
The soft drink business under went major change with the entry of
PEPSI and re-entry of COCA-COLA in India in the late 80s when
Parley with brands like Thumps, Limca & Gold spot was a clear
leader. Coca-Cola took up the product line of parley in 1993-94;
today both brands are the Indians favorite soft drinks.

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COMPANY PROFILE COCA-COLA (US)

Coca cola is a world leader in beverages, with revenues of about
$35 billion and over 180,000 employees. The company consists of
the snack business of Frito-Lay North America and the beverage
and food businesses of Coca cola Beverages and Foods, which
includes Coca cola Beverages North America (Cola North America
and Gatorade/Tropicana North America) and Quaker Foods North
America. Coca-cola International includes the coffee businesses of
Frito-Lay International and beverage businesses of Coca-cola
Beverages International. Coca-cola brands are available in nearly
200 countries and territories.
Many of Coca-cola brand names are over 100-years-old, but the
corporation is relatively young. Coca-cola was founded in 1923
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.
Coca-cola Company Coca-cola (formulated in 1898), Diet coke
(1964) and Mountain Dew (Introduced by Tip Corporation in 1948).
KO is the world leader in the food chain business. It consists of
many companies amongst which the prominent one is Pepsi cola,
Frito lay, Pepsi food international, pizza hut, and KFC and taco
bell. The group is presently into three most profitable businesses
namely, beverages, snack foods and restaurants. It has scores of
big brand available in nearly 150 countries across the globe.

The beverages segment primarily market Pepsi diet, mountain dew

and other brands worldwide and 7UP outside the U.S. market.
They are positioned in close competition with Coca-Cola inc. of
USA. A point to be noted is that coca cola get 80% of its profit from
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international operation while same figure of Pepsi co. stand at 6%,

the segment is also in the bottling plants and distribution facilities.

The restaurant segment primarily consists of the operations of the

worldwide pizza hut, Taco Bell and KFC. Long time no.2 player in
the cola wars, Pepsi co. is widening the play field, over the last
years; the company has invested more than $2billion in its
worldwide operations.
When Coca-Cola changed its formula in 1985, Pepsi stepped up
its competition with its long time archival claiming victory in the
cola wars. Coke and Pepsi expanded their rivalry to tea in 1991
when Pepsi formed a venture with #1 Lipton in response to cokes
announced venture with nestle (Nestea) it has won over 30% of
the ready to drink tea market, a part of the so called new age
beverages
segment.

The beverage industry has witness the phenomenal

growth over the last few years necessitating capacity increase
and builds up of commensurate infrastructure to meet the
business growth, which is accordingly matched.

PepsiCos success is the result of superior products, high

standards of performance, distinctive competitive strategies and
the high integrity of our people.
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Mission of the Company: Continuously excel to achieve and

maintain leadership position in the chosen businesses; and delight
all stakeholders by making economic value additions in all
corporate functions. Coca-Cola bottling plant opens in 1950 in New
Delhi, operated by pure drinks Ltd. In 1951 Bombay plant opens,
also operated by pure drinks Ltd. In 1953 and 1954 Calcutta &
Kanpur bottling plant opens cont. 1973 was the time when 22
bottling plant operated in 13
States. In 1978 Coca-Cola withdraws Indian operations.

In 1992 KO resumes business operation in India in joint venture

with JMRPCO. After that KO acquires Parleys brands (Thumps up,
Limca, Maaza, Gold spot, Cintra, Rimzim.) 1994-Plants open in
Bombay, Calcutta and New Delhi. In 1996 Can, PET plant started
in pune. 1998-First Greenfield plant opens in Ahmedabad.

Coca-Cola buys a no. of bottlers in India. Integration of all

bottling units into 1 pans India Company bottler, HCCBPL in 19971999. In july 2005 HCCBPL becomes a separate bottling entity
(CBO) reporting in bottling investment group (BIG), Atlanta.

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BUSINESS SEGMENTS

The KO Group is divided into three-business segmentsBeverage, Food and Education. It has a leading market position in
each of its three business segments. Our balanced portfolio
produced a solid business performance. Products and services,
which look to the future, ensure that we will be well placed in
growth markets.

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OUTLET
CLASSIFICATIO
N

DIAMOND
GOLD
SILVER
BRONZE

KO
VP
O
SL
AB
(ph
y
c/s
)
>800
500799
200499
<200

TYPES OF COOLERS

2 cacs
4 cacs.
7 cacs
9 cacs
11 cacs
20 cacs
30 cacs

KO VPO (ANNUAL) phy c/s

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RATE LIST-2010
Brand
Basic
Rate
200 ML 149.33
300 ML 190.22
SD 300 129.78
ML
SD 500 224.00
ML
600 ML 394.67
1.25
337.78
LTR
2 LTR
364.44
DT 330 444.44
ML
330 ML 444.44
KIN
144.00
500ML
KIN 1
97.78
LIT

Amt.Vat charge
@ 12.5 %
18.67
23.78
16.22

Total

28.00

252.00

49.33
42.22

444.00
380.00

45.56
55.56

410.00
500.00

55.56
18.00

500.00
162.00

12.22

110.00

168.00
214.00
146.00

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FRUIT JUICE
Brand
Basic
Rate
MZ 200 ML 278.85
MZ 250 ML 205.77
MZ 600 ML 530.77
MZ 1200 ML 480.77
MMPO 400 509.62
ML
MMPO 1.2
600.96
LTR

Amt.Vat Charges
@4%
11.15
8.23
21.23
19.23
20.38

Total

24.04

625.00

290.00
214.00
552.00
500.00
530.00

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OBJECTIVE of the project

The objective of my training is survey in ALAMBAGH and

CHARBAGH (A&B Routes) and LALBAGH, AMINABAD, SADAR,
CANTT & etc in order to find out Market Share Of Coca Cola And
Channel Of Distribution it means we have to find that what is the
market share of coca cola in the market and what is the market
share of his competitor Pepsi and we have to find that customer
take coca cola brand from company vehicle or from dealer.

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COMPANY PROFILE
COCA-COLA

ENTRY IN INDIA

Coca-Cola bottling plant opens in 1950 in New Delhi, operated by

pure drinks Ltd. In 1951 Bombay plant opens, also operated by
pure drinks Ltd. In 1953 and 1954 Calcutta & Kanpur bottling plant
opens cont. 1973 was the time when 22 bottling plant operated in
13States. In 1978 Coca-Cola withdraws Indian operations.
In 1992 KO resumes business operation in India in joint
venture with JMRPCO. After that KO acquires Parles brands
(Thumps up, Limca, Maaza, Gold spot, Cintra, Rimzim.) 1994Plants open in Bombay, Calcutta and New Delhi. In 1996 Can,
PET plant started in pune. 1998-First Greenfield plant opens in
Ahmedabad.
Coca-Cola buys a no. of bottlers in India. Integration of all
bottling units into 1 pans India Company bottler, HCCBPL in 19971999. In July 2005 HCCBPL becomes a separate bottling entity

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HISTORY OF COLA
The cola industry has phenomenal possibilities for rocketing profit
growth inspire of the sign of relief heaved by the manufacture at
the abrupt sensational termination of coca cola monopoly the
tastes of cola is by no means extinguished the coca. Cola have a
status symbol to it..., generated by the sub standard, penetrated,
advertising and extensive distribution network.
Total soft drink segment is growing at the rate of 10% per year still
if

international

standard

area

considered

the

per

capita

consumption of three serving in rock bottom, less than even our

neighbors Pakistan and Bangladesh, where it is four more as
much. So with kind of a market potential coke entered in India in
1991 after the permissions of setting up Britico Food company to
coke was granted by the government in Pune in 1992 the plant
was established for is deducted then the bottle are taken out of the
line and cleaned again or rejected.
The most important step is the mixing of drink concentrate
dissolved in the soft water the sugar syrup at the same time.
Carbon dioxide is passed in the drink to produce a fizz.

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After the crowing of the bottle the crown contains the

manufacturing data batch number and Time.
After crowing the bottle, the bottle comes again at checking screen
for checking the bottle.

THE PRESENT POSITION OF COKE IN INDIA

Coke is a house holds name and is the lips of every one. In
present time every person knows the name of coca cola since
India is one of biggest market and sultry summer from March the
end of October and huge population has immensely helped in the
sales the sales of coke in India and its making it more economical.
Last years, the market share of Coca Cola was not specific. In this
year companys top management adopted new policy and
decreased the rate of all brands of coke. By this decision top
management determined the rate of 300 ml / 7Rs. And they made
a new brand of 200 ml determine the rate of this brand 5Rs. By
which medium size family and lower level family can be taken the
enjoy of coke. By this decision companys marketing share has
been increased.
In present time coke is captured approximate 70% market share in
cold Dinks line. Now coke has defeated all the soft drinks
company. According to service and according to advertising coke
has appropriate position.
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It has now emerged as the winner and has a good image in the
market.
Coke has even sponsored the wills cricket world cup 96 at an
estimated cost of 26 corers.

ORGANIZATION STRUCTURE
COCA-COLA HINDUSTAN BEVERAGE LTD.

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PRODUCTION PROCESS OF SOFT DRINK

The production process is highly mechanical is and automatic the
raw material required for soft drink are concrete sugar syrup and
treated bottled the entire process take in the following steps.
The first step in the production involves conversion of hard water in
the soft water.
The next step is the preparation of sugar syrup in the plant itself
the content of the syrup various according to the brand prepared
the syrup at most can be stored for 4 hours.
Then the bottle is cleaned thoroughly before is done with steam
water jets and caustic soda.
Bottle are then moved on a conveyor belt in a line and are closely
examined in case some impurity is left. It the impurity the
concentrate coke is not a now product for the Indian it was there in
India till 1977 but had to leave India on mass demonstration led
against it, instigated by the local brands it was leaded by Mr.
George Fernandez in Agrain UP so when the program of relaunching was made, it was again (where it was made o leave the
country), on the 24th October 1993 in order to a strong hold in the
Indian market, it signed a pact with Mr. Ramesh Chauhan of Parle
exports. Thumps Up, Limca, Gold Spot, Citra, Maaza, Bisleri Club
Soda etc. at a cost of $40 million by doing so they gripped the
Indian market of soft drinks and captured 65% of the entire soft
drinks much that the competition was tougher and commodities
was of the same standard. So the going was tougher, but still it has
managed to gain and keep in.

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MARKET OF SOFT DRINK IN INDIA

Today India is one of the most potential markets, with population of
around 900 million people, the Indian soft drinks market was only
of 200 cases per year. This was very low even compared to
Pakistan and Philippines. Population and potential market are two
major reasons for major multinational companies of entering India.
They feel that a huge population coupled with low consumption
can only lead to an increase in the soft drink market. Another
increase in the sale of soft drinks in the scorching heat and the
climate of India, which is suitable for high sale of soft drinks. All
these factors together have contributed to a 30% growth in the soft
drinks industry. If the demand continues growing at the same rate,
within two years the volume could touch 1 billion cases. All these
factors are the reasons for the entry two giant of the soft drink
industry of the world to enter the Indian market. These two giants
Pepsi and Coca-Cola, Themselves share 96% of the soft drink
market share. Rest is shared by Cadburys Schweppes, Campa
Cola and other soft drink brands. But was the scene same 20
years ago? The answer is No. 1970 was the year of pure soft
drinks Campa cola and Parle people (Thumps up and Limca).

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Soft drink consists of a flavor base, sweetener and carbonated

water. In general terms non-alcoholic drinks are considered as soft
drinks this name soft drink was given by Americans as against
hard which is mainly alcoholic.
The major participants involved in the production and distribution
of soft drink are concentrate and syrup producers, bottlers and

Retail channel. Concentrate producers manufacture basic soft

drink flavors and retail channel refers to business location that tells
or serves the products directly to consumers.
Soft drink is not a product, which a person plans to buy before
hand, but is an impulse purchase. Lots of sale depends upon the
strength of merchandizing done at the point of sale.
It all begin in 1977, a change in government at the center led the
exit of coca-cola which preferred to quit rather to dilute its equity to
40% in compliance with the Foreign Exchange Regulation Act
(FERA). The first national cola drink to pop up was double seven.
In the meantime, Pure Drinks, Delhi on cokes exit, switched over
to Campa Cola.

The beginning of 1980s saw the birth of another cola drink,

Thumps up, Parle the Gold spot people, launched it in 1978-79, as
Refreshing Cola. By the mid-eighties Mc Dowells launched Thrill,
and by the late eighties there was Double Cola, which entered in
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India market, as a NRO-run out fit with its plant in Nasik

{ Maharastra }, in 1978 Parle, Indian soft drinks market (share
33%) with its gold spot and Limca brands. Later Thumps Up also
started Thumps Up. At the same time the threat to the Indian soft
drinks was that of fruit drinks. In 1988, fruit drinks market was
valued at Rs. 40 corers and grew at the rate 20%.

Coca-Cola entered Indian by buying up to 69% of the 1,800 corer

soft drink market { i.e. 5 Parle Export brands of Thumps Ups
Limca Gold spot, Citra & Maaza }.Today the scene has changed
making it a direct battle between two giant Coca-Cola and Pepsi.

The picture will become clearer by looking at the India market

shares in the beverage industry.
One of the strongest weapons in Coke armory is the flexibility it
has empowered its people with. In Coke every employee, may he
be a manager or salesman, have an authority to take whatever
steps he or she feels will make the consumers aware of the brand
and increase its consumption. Thus Coke believes in establishing
and

nurturing

creditability

of

the

salesman

and

making

commitment to grow business in accounts. All these factors

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together led to a high growth in the Indian market and constantly

increasing market share.

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COMPETITIVE ARENA
The soft drink market all over the world has been witnessing a
neck to neck battle between the two major players, Coca-Cola and
Pepsi since the very beginning. The thirst quenchers are trying
hard to have the major chunk of the pie of carbonated soft drink
market. Both the players are spending their energies in building
capacity, infrastructure, promotional activities etc.
Coca-Cola being 11 years older than Pepsi has dominated the
scene in most of the soft drink markets in the world and enjoying
leadership in terms of market share. But the Coca-Cola people are
finding it hard to keep away Pepsi, which has been narrowing the
gaps regularly. The two are posing threats to each other in every
nook and corner of the world. While Coca-Cola has been earning
most of its bread and butter through beverage sales, Pepsi has a
multi products portfolio with some portion from the same business.

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

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Countering it Pepsi has taken the battle in its own hands by

floating as investment of $ 95 billion to set Pepsi Company. India
holdings, as subsidiary for {cobo} company owned bottling

operations. Both the companies are following different path to

reach the same destiny i.e. to fetch the bigger portion of aerated
soft drink market. Both consider India a huge potential market, as
per capita consumption here is a mere 3 serving annually against
the world average of 80. Therefore, they are putting in their best
efforts to woo the Indian consumer who has to work for 1.5 hours
to buy a bottle of soft drink. In comparison to the international
norms minutes, a major hurdle to cross over for both the athletes
for getting no.1 position comparison to the inter. Coca-cola is well
set with its 53 bottling sites through out the country giving it an
edge over competition by processing a well-built bottling and
distribution set-up. On the other hand, Pepsi, with two more years
in india, has been able to set an image of a winner in India and has
been able to get the pulse of the India soft drink market. The soft
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drink giants are leaving on stone unturned and her for the long
terms.

Coca-cola has been penetrating the market through its wide

product range with a determination to change consumption pattern

of soft drink in India. Firstly, they upgraded the whole industry by

introduction 300 ml bottles, which in turn had given the industry a

booming growth of 20% as compared to the earlier 5%. They want

to develop a coca culture here and are working on a strategy to

offer soft drink in every possible package. In coca-cola camp, the

idea of competition has not come from Pepsi, but from the other
beverages such as tea, coffee, nimbu pani, water etc. Pepsi is
quite aggressive in its approach to Indian consumer. They are
desperately working on the strategy to be winners in the hot cola
war between two big barons. According to Pepsi philosophy, its
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the madness that encourages executive to think, to conjure up

those creative tactics to knock the fizz out their competition. Pepsi
had plumbed a large on the visibility of its blue red and white logo.
They have been going with aggressive marketing by putting Amir
Khan, Akshay Kumar and their advertisement to endorse their
brand, the role models for its targeted consumer the teenagers.

They have increased the fizz in the market place by introducing the
dispensers called fountain Pepsi and has been enjoying a lead
over its rival there.
Coca-cola on the other hand, has been working on the saying slow
and steady wins the races side by retailing to every more of its
competitor. They have procured the shield of thumps up with a
handsome market share in Indian soft drink market.
Countering Pepsis international commercial that used two
chimpanzees to cock a snoop at coke, thumps up come with the
ad line, dont be Bandar, and taste the thunder. Also thumps up
has been positioned now very near to that young image of Pepsi
and giving it a though time.
These cool merchants have put everything on fire. It coke got the
status of the official drink of wills. World cup, Pepsi blushed as
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nothing official about it. As thumps up projected as saaree jahan

se achcha Pepsi was passionate enough with freedom to be and
now the yeh dil mange more when thumps up came with thunder
blast, the other offered Pepsi stuff card. If red is meant for coke,
Pepsi has chosen to be blue.

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COKES MARKETING STRATEGIES

Coke decides on its marketing strategies at a national level and
lends them a local flavor. For example, while festival mood plays a
strong role in marketing, it is activated for Durga Puja in Calcutta,
Dandiya in Gujarat, etc., Coke has its focus on the youth market in
India.
As a first step toward catching the attention of the youth, coke
signed on cricket heroes Saurav Ganguly and Javagal Srinath. It
slowly started talking about youth passions like cricket, films,
festivals and food. Soon the advertisements started giving the
message, Eat Cricket, Sleep Cricket, Drink only Coca-Cola
And now it has started modifying film hits to frame catch lines that
appeal to the youth. This particular strategy has worked well for
coke.
Coke is focused on distribution to ensure that its products are
within customers reach. And it saves its focus has begun to pay it
dividends. As per mid-1998 figures coke is selling as many bottles
in the hinterland of Punjab as it does the four metros.

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THE FUTURE OF COCA COLA

While doing business overseas offers coke wonderful growth
opportunities it also has its own disadvantages. The economic
slowdown in various overseas markets and the strong dollar had
their impact on coca-cola revenues and bottom line in 1998. But
the company optimistic about the future.
M Douglas Investor, the Chief Executive Officer of the Coca-Cola
Company says, This past year 1998 has been a challenging
period for the Coca-Cola Company as economic environment
became more uncertain in the later part of 1998, we strongly
believe that our fundamental opportunities for long term growth
have not changed.
As long as maximization of share holder wealth remain Cokes
focus for its future is assured Goizueta had stated and proven to
the world that focus on shareholder wealth does more good to the
company than focus on revenues and it is not that coke does not
enjoy volumes for it is worlds No.1 soft drink manufacture. It is not
content with this title and is aiming at higher volumes year after
year. Surely coke will continue to grow. Point on Roberto had
reduced the company basically to its trademark and the returns are
so astronomical as to be off the boards. It just absolutely added a
jet engine to their performance.

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COCA COLA GLOBALIZATION STRATEGIES

The coca-cola company is global player and approximately 70 %
of its volume and 80 % of its profit come from outside the United
States of America. Although it was perceived as a standardized
brand across the world, coca-cola had been quietly fine turning its
international marketing strategies to suit the needs of individual
national markets. Only the brand coca-cola, sprite and fanta were
marketed globally. In Latin America and Europe, where a heavy
consumer preference existed for lemon lime and orange sodas.
Coke had developed a wide range of formulations and flavors to
cater the needs of different countries. In ei salvador and
venezuela, a version of fanta called fanta kolita a cream soda type
of drink became extremely popular. Similarly, in indonesia coke
had been selling pineapple and banana limca, maaza and thumps
up in 1993.

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A 100 YEARS OF THE CURVY GLASS BOTTLE

OF COCA COLA
Coca-Cola Company marks a mile stone on Wednesday, 24 th
March 1899 Chattanooga; Tenn. where its first bottling plant was
started 100 year ago by two men struck one of the most lucrative
business deals in US history.
Joseph whitehead and benjamin thomas offered coca-cola
company owner asia candler a dollar for the right to bottle soft
drinks in 1899. Today 1 billion soft drinks are sold each day in
more than 200 countries around the world.
Candler had purchase what would become the cola company for
$2,300 eight years earlier from john pemberton, an atlanta
phamacist who astonished the world.

Candler though the bottling venture would never succeed, but he

signed the contract with white head and thomas any way, and the
rest is history, bob lovell, vice president of marketing for coca-cola
bottling company. United inc., said in telephone interview from
chattanooga.

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Lovell said thomas had seen cuban fields hand drinking pina fria
a pineapple beverages, from bottles while he was
Stationed in Cuba during Spanish American war. When he
returned to Chattanooga, he decided to pitch the idea of bottle soft
drinks to coke, which was then sold only as a fountain beverage.

it occurred to him that coca-cola in bottles would be very popular,

Lovell said, Mr. Candler did not see any future in it because the
containers were not sound, but thats how it all came about.
Thomas and whitehead promised to pay one dollar for the right to
bottle coca-cola, but legend has it that no money changed hands.

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COKES BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant
extent for ensuring the availability of the products. Bottlers are
supplied with concentrate to which they add aerated water and
bother ingredients before packing and sealing either cans or
bottles. Bottlers play a strategic role in the success of soft drinks
companies and this was not far from Goizuetas mind.
In 1986 the company merged some of its company owned bottling
operations with two large ownership groups that had been put up
for sale. All these bottling activities were combined to from its own
subsidiary Coca-Cola Enterprises (CCE) to handle bottling
operations. The Coca-Cola Company took 49 percent equity stake
in Coca-Cola Enterprises enabling it to retain its own balance
sheet.

41 | P a g e

PROMOTION : THE COCA-COLA WAY

GOAL

FOR THE 90S

TO PLACE COCA-COLA WITHIN AN ARMS REACH OF

DESIRE.

CONSUMER

ACTIVITY CLUSTERS: Grocery shopping

Other shopping & services

Eating and drinking
Entertainment / Recreation / Leisure
Travel / Transportation / Hospitality
Educational
At Work

THE 3AS:The strategy for reaching in creasing numbers of consumers in

India is based on the belief that consumers will buy our products it
they are Available, Affordable and Acceptable.

STRATEGIES

FOR THE 3AS

Focus on the consumer and customer.

To provide quality customer services, and caring about the

quality of performance in respective jobs.
Caring enough about what we do, to it the best we know how.
42 | P a g e

The 3As is Coca-Cola underlying strategy for meeting its goal to

reach increasing numbers of consumers. How does coke position
its limited resources to help meet its good? Let us explore the
specific ways in which the Coca-Cola system addresses each of
the 3As:-

AVAILABILITY
Some of the ways in which the Coca-Cola Company hopes to
increase availability of its product include improved or innovative
packaging,

dispensing

systems,

distributions

system

and

marketing.

AFFORDABILITY
The ways to address affordability include pricing decisions, as well
as resource management. To make its product available at a price
affordable to the consumer. Continually processes more efficient
and therefore more cost-effective.

ACCEPTABILITY
Making coca-cola brand products the beverage choice for any
occasions depends on a variety of strategies to reach the target
audience. The common strategies adapted to effect acceptability
were though sponsorships, promotion youth market activities,
community programs, and other activates.
43 | P a g e

44 | P a g e

Distribution Channel
Distribution means supply of goods from company to its ultimate
user. After manufacturing the product the important work for the is
to provide its goods to its ultimate user at the right time and when
manufacturing process has been over. Than marketing work will be
start by the marketing Department adopt the policy for providing
goods to the consumer at the right time and place. Distribution
means the way be which the product reach to the hand of
consumer these all process comes under the Distribution of
Network. Good distribution network is essential for more sailing
and customer satisfaction. If customer or retailer is not satisfy of
your distribution net work. It reflects that companys Distribution is
not good and some thing is wrong any when.
The Distribution of Coca Cola of best. Company doesnt want to
take any type of risk so they have made the distributor in different
2 areas. Distributor take the flavors from the company and deposit
all the payment in advance by this process company get all the
money at the right time. Distributors establish all the goods in bare
house company are appointed 2 or 3 executive for marketing.
Executives are getting the salary from company. But sales man
helper, loader, appointed by the Distributor. Distributor is liable to
give the salary to the sales man helper; loader and clerk the sales
man do the work under the pressure of Executive.

45 | P a g e

From the bare house company launch the flavors in the market.
The flavor reaches in the market to the retailer by two medium.
1)

By the company vehicle

2)

Dealer

Company vehicle and dealers both provided the flavors to the

Retailer.
Retailer sales the flavor to the consumer. This is the good
marketing strategy.

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FLOW

OF DISTRIBUTION CHANNEL

Plant

Warehouse

Direct route

Market

Indirect route

Distributor

Market

47 | P a g e

DISTRIBUTION IN THE COCA-COLA SYSTEM

GETTING PRODUCTS

TO MARKET
One of the values of the coca-cola system is presence that coca-

cola should exist everywhere. In the words of former CEO-India

operations Richard Nicholas, Our goal is to have coke
available within an arms reached of desire. To fulfill this goal,
coca-cola not only produces products, but also has an effective
system to distribute them all over India.

DISTRIBUTION
Distribution sales + delivery + merchandising + local account
management.
Distribution of Cokes products includes the activities of sales,
delivery merchandizing and local accounts management. These
are two major types of distribution systems:(i)

Direct and Indirect

In direct distribution, the bottler partner direct control over the
activities of sales, delivery, merchandizing and local account
management.
In indirect distribution, an organization which is not a part of
the coca-cola system has control of one or more of the
distribution

elements

(sales,

merchandizing and

local

accounts managements).

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With direct distribution there are two types of sales:Advanced sales and conventional sales.
In conventional sales, all the distribution activities (Sales, Delivery,
Merchandizing and Local Accounts Management) are performed
by the same persons.
In advanced sales, sales and delivery are performed by different
people within the coca-cola system.
Difference between a customer and a consumer.

a consumer is some one who drinks coca-cola products.

A customer is a business location which sells or serves cocacola products to consumers.

MERCHANDIZING
One the products are delivered to the customers they are
promoted at the point-of-purchase to maximize the companys
sales opportunities, merchandizing involves looking at the
presentation of the products through the eyes of the consumers. It
is an on-going process that help the company present its products
properly to the consumers in the market place for instance, is the
display attractive? Are the product neatly organized.

PRESENTING

THE PRODUCTS

Coca-cola presents its products for sale in four different ways.

They are as follows: Secondary display
Coolers
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 Vending machines
Post mix / pre mix

INDIAS

RELATIONSHIP WITH COCA-COLA

Just after independence, the maharaja of patiala oversaw his

coca-cola hoarding from his huge, ornate palace, coca-cola export
representative frank harrold, was awed by the maharajas opulent
life style. In 1993 after coca-cola returned to India after a 16 year
absence (George fernandes threw the company out of the
country in 1977 on the pre text that it had refuse to divalge its
formula to indian officials), ceo of the coca-cola company, robes to
boirueta salivated over a virtually untapped market of 840 million
people.

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OUT

CHANNEL OF DISTRIBUTION
LINE DYGRAM OF DISTRIBUTION CHANNEL
COCA COLA

OF

Company
Manufacturing goods
Depote

Distributor

Company
Vehicle

Retailer

Consumer

Retailer

Consumer

Area List
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52 | P a g e

ANALYSIS & INTERPRETATION

OBSERVE THE PROBLEM
Under this investigate by own observation without interview is the
respondent. This also adopted by me by observation data can be
collecting more correct. It is depend upon ability of investigator.

COLLECT THE PROBLEM

After collecting the data I considered that what the problem is for
the company and when company ants to know his weakness.

ANALYSING THE PROBLEM

After collecting the problem I analysis the problem such as how
many problems are general and how many are different from
others and how many problem is considerable and solvable.

TAKE SOLUTION
After analyzing the problem I sow that 90% problem was general
and I found 20% problem personal and I was found 10% problem
as Genuine which is considerable and soluble. General solution
solve the journal problem remaining 10% problems solution we
found and then after we implement the solution.

APPLICATION OF SOLUTION
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After founding the solution we apply the solution and satisfy the
customer & consumer.

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GUIDELINES FOR CONSTRUCTING

QUESTIONNAIRE / SCHEDULE
The researcher must pay attention to the following points in
constructing an appropriate and effective questionnaire or a
schedule:
(1) The researcher must keep in view the problem he is to study
for it provides the starting point for developing the
Questionnaire / Schedule. He must be clear about the
various aspects of his research problem to be dealt with in
the course of his research project.
(2) Appropriate from of questions depends on the nature of
information sought, the sampled respondents and the kind of
analysis intended. The researcher must decide whether to
use closed or open-ended questions. Questions should be
simple and must be constructed with a view to their forming a
logical part of a well thought out tabulation plan. The units of
enumeration should also be defined precisely so that they
can ensure accurate and full information.
(3) Rough draft of the Questionnaire / Schedule be prepared,
giving due thought to the appropriate sequence of putting
questions. Questionnaire or schedules pervasively drafted (if
available) may as well be looked into at this stage.

55 | P a g e

(4) Researcher must invariably re-examine, and in case of need

may revise the rough draft for a better one. Technical defects
must be minutely scrutinised and removed.

(5) Pilot study should be undertaken for pre-testing the

questionnaire. The questionnaire may be edited in the light of
the results of the pilot study.
(6) Questionnaire must contain simple but straight forward
directions for the respondents so that they may not feel any
difficulty in answering the questions.

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MAAZA
Yaari-Dosti Taaza Maaza.
WITH THE REAL FRUIT TASTE KIDS LOVE, PLUS ADDED
CALCIUM, MAAZAS TAGLINE, YAARI-DOSTI TAAZA

MAAZA MEANS FRIENDSHIP MOMENTS WITH

FRESH

Maaza in Hindi.

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MAAZA WAS INTRODUCED IN INDIA IN 1984 AS A NONCARBONATED MANGO FRUIT DRINK. IT WAS
ACQUIRED BY THE COCA-COLA COMPANY IN 1993
AND IS CURRENTLY AVAILABLE IN THREE FLAVORS,
MANGO, PINEAPPLE AND ORANGE, PLUS ADDED
CALCIUM.
MAAZA MANUFACTURING UNIT IS LOCATED IN
NAJIBABAD WHICH IS DELIVERING IN ALL OVER
WESTERN AND EAST U.P. THROUGH THAT
NAJIBABAD MANUFACTURING UNIT BECOME MAAZA
IS A FIFTH LARGEST SELLING BRAND OF COCACOLA. MAAZA HAS MANGO FRUIT TEST ITS
FLAVOUR INTRODUCING BEFORE SLIECE PEPSI
COPY ITS.

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SPRITE
Clear, crisp, refreshing
INTRODUCED IN 1960, SPRITE IS THE WORLDS
LEADING LEMON-LIME FLAVORED SOFT DRINK.
SPRITE IS SOLD IN MORE THAN 190 COUNTRIES
AND RANKS AS THE NO. 4 SOFT DRINK
WORLDWIDE, WITH A STRONG APPEAL TO YOUNG
PEOPLE.
MILLIONS OF PEOPLE ENJOY SPRITE BECAUSE OF ITS
CRISP, CLEAN TASTE THAT REALLY QUENCHES
YOUR THIRST. BUT SPRITE ALSO HAS AN HONEST,
STRAIGHTFORWARD ATTITUDE ABOUT THINGS
THAT SETS IT APART FROM OTHER SOFT DRINKS.
SPRITE ENCOURAGES YOU TO BE TRUE TO WHO
YOU ARE AND TO OBEY YOUR THIRST.

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ACCORDING TO SURVEY FOR IT HAS FOUND OUT THAT

SPRITE IS A LEMON-LIME FLAVORED SOFT DRINK. I
ASKED ABOUT SPRITE BRAND THEN I FOUND OUT
THAT WHEN NOT AVAILABLE LIMCA BRAND OF
RETAIL OUTLET THEN CUSTOMER OR CONSUMER
DEMAND TO SPRITE BRAND THROUGH ALL OVER
REGION SURVEY GONE ON STATEMENT SPRITE IS
FOURTH LARGEST SELLING BRAND OF COCA-COLA
IN GHAZIABAD.

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THUMS UP
Strong Cola Taste, Exciting Personality
A THUMP UP IS A LEADING CARBONATED SOFT DRINK
AND MOST TRUSTED BRAND IN INDIA. ORIGINALLY
INTRODUCED IN 1977, THUMPS UP WAS ACQUIRED
BY THE COCA-COLA COMPANY IN 1993.
THUMS UP IS KNOWN FOR ITS STRONG, FIZZY TASTE
AND CONFIDENT, MATURE AND UNIQUELY
MASCULINE ATTITUDE. THIS BRAND CLEARLY
SEEKS TO SEPARATE THE MEN FROM THE BOYS.
ITS TAG LINE SAYS IT ALL: THUMPS UP, I WANT MY
THUNDER.
THUMPS UP IS A NUMBER ONE LARGEST SELLING
BRAND OF COCA-COLA IN GHAZIABAD REGION
URBAN AREA ONLY IN GHAZIABAD RURAL AND
SEMI-URBAN AREAS ARE SECOND LARGEST
SELLING BRAND AFTER PEPSI BECAUSE THEY ARE
AWARE THUMPS UP BRAND THAT WHAT HAS EXTRA
ENTITY IN THUMPS UP.
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DIET COKE/COCA-COLA LIGHT

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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, ITS NOW THE NO. 3 SOFT DRINK IN THE
WORLD.

ITS 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 SEXY ATTITUDE. VISIT OUR
AUDIO/VIDEO CENTER TO WITNESS HOW THE DIET
COKE
NORTH AMERICAN AD CAMPAIGN CELEBRATES THE
REAL
AND HUMAN ATTRIBUTES THAT MAKE PEOPLE
ALLURING

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IN THE EYES OF OTHERS.

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COCA-COLA
COCA-COLA IS THE MOST POPULAR AND BIGGESTSELLING SOFT DRINK IN HISTORY, AS WELL AS THE
BEST-KNOWN PRODUCT IN THE WORLD. CREATED
IN ATLANTA, GEORGIA BY DR. JOHN S.
PEMBERTON, COCA-COLA WAS FIRST OFFERED AS
A FOUNTAIN BEVERAGE BY MIXING COCA-COLA
SYRUP WITH CARBONATED WATER.

COCA-COLA WAS REGISTERED AS A TRADEMARK IN

1887 AND BY 1895 COCA-COLA WAS BEING SOLD IN
EVERY STATE AND TERRITORY IN THE UNITED
STATES. IN 1899, THE COMPANY BEGAN
FRANCHISED BOTTLING OPERATIONS IN THE
UNITED STATES.

TODAY, YOU CAN FIND COCA-COLA IN VIRTUALLY EVERY

PART OF THE WORLD. THE COCA-COLA COMPANY
HAS NEARLY 400 BEVERAGES IN ITS PORTFOLIO.

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TODAY YOU CAN FIND COCA-COLA IN EACH AND EVERY

AREA OF GHAZIABAD REGION EARLY BECAUSE
COCA-COLA IS A LARGEST NUMBER ONE BRAND
AMONG ALL SOFT DRINK BRAND SO ITS KNOWN AS
THAT THUNDA MATLAB COCA-COLA THAT IF I
WOULD LIKE DRINK THUNDA ONLY COCA-COLA.

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FANTA
A FAVORITE IN EUROPE SINCE THE 1940S, FANTA WAS
ACQUIRED BY THE COCA-COLA COMPANY IN 1960.
FANTA ORANGE IS THE CORE FLAVOR,
REPRESENTING ABOUT 70% OF SALES, BUT OTHER
CITRUS AND FRUIT FLAVORS HAVE THEIR OWN
SOLID FAN BASE.
CONSUMERS AROUND THE WORLD, PARTICULARLY
TEENS, FONDLY ASSOCIATE FANTA WITH
HAPPINESS AND SPECIAL TIMES WITH FRIENDS
AND FAMILY. THIS POSITIVE IMAGERY IS DRIVEN
BY THE BRANDS FUN, PLAYFUL PERSONALITY,
WHICH GOES HAND IN HAND WITH THE BRIGHT
COLOR (PARTICULARLY ORANGE), BOLD FRUIT
TASTE, AND TINGLY CARBONATION.

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FANTA SELLS BEST IN BRAZIL, GERMANY, SPAIN, JAPAN,

ITALY AND ARGENTINA. FANTA DISTRIBUTION WAS
INCREASED IN THE U.S. IN 2001 WITH THE RETURN
OF FOUR FLAVORS: ORANGE, STRAWBERRY,
PINEAPPLE AND GRAPE. ORANGE, THE BIGGEST
SELLER, IS NOW AVAILABLE IN MOST OF THE
COUNTRY.

diet coke
THE EXTENSION OF COCA-COLA NAME BEGAN IN 1982
WITH THE INTRODUCTION OF DIET COKE (ALSO
CALLED COCA-COLA LIGHT IN SOME COUNTRIES).
DIET COKE QUICKLY BECAME THE NUMBER ONE
SELLING LOW-CALORIES SOFT DRINK.

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limca
THIS IS THIRST-QUENCHING BEVERAGE FEATURES A
FRESH AND LIGHT LEMON-LIME TASTE AND
LIGHTHEARTED ATTITUTE. THE LIMCA BRAND WAS
INTRODUCED IN 1971 AND ACQUIRED BY THE
COCA-COLA COMPANY IN 1993.

kinley water
THIS IS THIRST-QUENCHING BEVERAGE FEATURES
FRESH THE FRESH WATER WITH THE SATURATED
OXYGEN LEVEL.
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sunfill
THIS IS THIRST-QUENCHING BEVERAGE FEATURES A
FRESH AND LIGHT ORANGE TASTE AND
LIGHTHEARTED ATTITUDE.

vanila
IT IS AN ICE CREAM IN TASTE.LAUNCHED IN 2004.

mmpo

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IT IS THE ORAGE JUICE FLAVOUR. IT WAS LAUNCHED IN

2008. IN THIS YEAR IT REACHES ITS HIGHEST
SALE.

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THE MOST PREFERRED BRAND OF COKE

LIKE BY CUSTOMER

TYPE
THUMPSUP
LIMCA
COKE
MAAZA

RESPONDENTS

PERCENTAGE

42
07
11
05

65%
10%
17%
8%

DURING THE SURVEY I ASKED THE CUSTOMER ABOUT

THE BRAND PREFERENCE AND I FOUND THAT
MAXIMUM NUMBER OF RETAILERS PREFER
THUMPSUP

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GUIDELINES FOR SUCCESSFUL INTERVIEWING REASON

FOR HIGH DEMAND

FREQUENCY
PRICE
TEST
AVAILABILITY
PACKAGING
OTHERS

RESPONDENTS
33
20
25
06
11

PERCENTAGE
35%
21%
26%
6%
12%

Interviewing is an art and one learns it by experience. However,

the following points may be kept in view by an interviewer for
eliciting the desired information:

73 | P a g e

(1) Interviewer must plan in advance and should fully know the
problem under consideration. He must choose a suitable
time and place so that the interviewee may be at ease during
the interview period. For this purpose some knowledge of the
daily routine of the interviewee is essential.
(2) Interviewers approach must be friendly and informal. Initially
friendly greetings in accordance with the cultural pattern of
the interviewee should be exchanged and then the purpose
of the interview should be explained.
(3) All possible effort should be made to establish proper rapport
with the interviewee; people are motivated to communicate
when the atmosphere is favourable.

(4) Interviewer must now that ability to listen with understudying

respect and curiosity is the gateway to communication, and
hence must act accordingly during the interview. For all this,
the interviews must be intelligent and must be a man with
self-restraint and self discipline.
(5) To the extent possible there should be a free-flowing
interview and the questions must be well phrased in order to
have full cooperation of the interviewee. But the interviewer
must control the course of the interview in accordance with
the objective of the study.

74 | P a g e

(6) In case of big enquiries, where the task of collating

information is to be accomplished by several interviewers,
there should be an interview guide to be observed by all so
to ensure reasonable uniformity in respect of all salient
points in the study.

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SALESMEN
Conventional Route Salesmen carries ready stocks in vehicles and
sells it to retailers on his route. Characteristics of conventional
routes:
Salesman visits the outlets without a proper PJP
Has the responsibility of driving which includes following
traffic rules , finding place to place to park in congested
market places , sell the products
And collect cash & glass.
Communicates schemes and handles cash himself which
given him the opportunity to manipulates with discounts.
Salesman is un-educated, with his primary qualification being
a driving license.

Very low vehicles capacity utilization.

Companys span of control till distributor

SKUs loaded on truck is only an estimate leading to
shortage in brand/packs in the market.

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WHAT IS PRE-SELL?
Pre-sell A selling technology in which the selling process has
two distinct parts:
Generating order selling the order and delivering the pre-sold
order .It segregates the front-end and back-end process of
selling.
Works on a proper beat with a defined PJP.
A pre-seller focuses on taking orders in advance after
activating the outlet .Therefore eh has dedicated time for
effectively selling schemes and promotions and
Carrying out his executing an outlet responsibility.
Back-end activities like invoicing, delivering stocks, collecting
cash & glass are carried out by others.
Delivery vehicles are loaded as per the orders, leading to
very high capacity utilization & negligible shortage of
brand/pack to the retailer.
Company gets control over retailer.
Retailer is sure that hes getting the complete discount.
Higher Distribution ROI.

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WHY PRE-SELL?
Improved execution
Reduced manpower through better utilization of MD
resources
Increased vehicle utilization (90%+)
Reduced costs
Improved BPPC Control-Focus on profitable packs and right
BPPC
.

PRE-REQUISITES FOR LAUNCHING PRESELL

1. DAS operation is a must.
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2. EDS/outlet list by current route/salesman to be prepared with

RED outlets marked.

PRINCIPLES
1. Pre-Seller can be a current Route salesman or a
market developer.
2. All pre-sellers are hired by HCCB & paid through a 3 rd
party.
3. Pre-seller will be responsible for:
RED outlets = Execution + Volume.
Non RED outlets =Volumes
4. Depending on the town/area/locality, pre-seller will be
allocated two/three beats each, with a frequency of
3x/2x per outlet.
5. Will cover 30 outlets in one beat using Beat Planning
Format
6. Pre-billed orders leave the depot/distributor go down.
7. Pre-sell to work on specific geography rather than
specific outlets.

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IMPLEMENTING PRE-SELL METHODOLOGY

RE-ORGANIZING THE ROUTES
1. List all outlets. The listing will provide all the
necessary information.
2. Identify outlets that should be on Pre-sell beats &
form geographical clusters.
3. Convert these clusters into Pre-sell beats ,
using the beat planning format
4. Prepare walking order Route Plan for Pre-sellers
for the beats assigned to him.
5. And Remember to ensure:
One Pre-sell beat should have 30-35
outlets.
Check available time through the beat
planning format.

ASSIGNING MANPOWER
For Pre-sell we need the following:
1. Pre-Seller for generating the order and market
execution.
There will be only one cader called PRESSELLER which is either salesman or MD
converted to this role .

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2. Drivers

(delivery

salesman)

&

helpers

for

supplying orders.
3. MDs for executing RED outlets on conventional
routes.
4. For DSD one person at depot to take orders from
Pre-sellers and billing.

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BUILDING BACK-END SUPPORT

1. DELIEVERY PROCESS
1 cluster of 3-4 pre-sellers.
Volume & no. of outlets for every cluster
will be derived.
2. VEHICLES
Collect and analyses data related to
vehicles utilization over a period of 6-8
months after Pre-sell is launched.
Re-align the fleets as per the analysis.

TRAINING OF PRE-SELLERS

Training for MD, Pre-sellers must cover how

to take order, and suggestive selling after
executing the outlet.
Training

for

salesman

Pre-sellers

must

include how to execute an outlet before taking

orders through suggestive selling.
Training will be first organized for MD
converted

Pre-sellers.

The

Salesman

converted Pre-sellers will be trained later on.

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PHASING OUT THE ROUTES/DISTRIBUTORS

FOR LAUNCH
Communicating about Pre-sell in the RIGHT.
Do not encourage Pre-sellers to initiate talk
about Pre-sell with retailers because they not
be able to handle queries well.
STLs/S.Trainers / ASMs / ACDM MUST
accompany Pre-sellers during the launch.
This should be the way forward for at least
all important markets / retailers to reduce
chances of resistance from the trade.
Plan the phasing as per the number of
STLs / trainers you have.

MEASURING PRE-SELLERS PERFORMANCE

Performance to be measured on following parameters:
RED scores of a pre-sellers, Pre-pre-sell &
Post-pre-sell.
This needs to be checked to ensure that in
course of pursuing volume targets; market
execution is not left out which is very
important key to our business.
Volume achievements & growths vs. targets.
83 | P a g e

 Productivity.
No. of bills cut in a week vs. potential
Formula-Actual bills cut per week/ (No. of
retailers X3)

CAUTION
1. There might be cases where in some retailers
return stock due to various reasons : Does not have money.
Father gave the order but son present
at shop during delivery of stocks.
Estimated the order wrongly now wants
to change the stock.
But the world of caution is that please dont
move back to conventional route
2. Make deliveries through clubbed orders and
do not allocate a vehicle for every MD. Even if
that is done in the beginning, swap the
salesman.

VISION

The long term vision of Coca-Cola in

India is to provide exceptional strategic
lead to the Coca-Cola in India.
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 Through Coca-Cola system resulting in

consumer & customer preference and
loyalty

through

Coca-cola

is

commitment to them and in a highly

profitable

Coca-Cola

Corporate

branded beverage system.

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MISSION
The mission of Coca-Cola in India is:
Increase in shareholders value over
time.
To achieve the above by working with
business

partners

to

deliver

satisfaction and value to customers

through world wide system of superior
brand and services thus increasing the
brand equity.
To achieve the mission the company
seeks the contribution from each of
the given areas:1. People working in the company.
2. Commitment of the company.
3. Goals

&

objectives

of

the

company.
4. Environmental polices.
5. Internal control.

86 | P a g e

COCA-COLA BEVERAGE PVT. LTD

In the network of the Coca-Cola system, Coca-Cola has either of
the two bottling operation done for the company.
1. COBO (Company Owned & Operated
Bottling Operation).
2. FOBO (Franchise Owned & Operated
Bottling Operation).
After 1993, when Coca-Cola re-enters India market, done a lot of
changes in existing system of soft drink market prevailing in India,
by acquiring the major brands and the bottling operations from
Parle. After this company founded some of its own bottling
operation in India.
In year 1997, company did a major investment of $700 million in
India by purchasing other bottling operations, all around India and
introduces new technology in them. These bottling plants are
called Company Owned and Operation Bottling Operation.
Company has full ownership and operational right for these types
of operations. The other type of bottling operation for the company
are called Franchise Owned and Operated Bottling Operation, to
these, the company has given the right to produce the product for
the company and to supply with the territory assigned by the
company. Company has no ownership or operational right/ control
over these.
In India Company have 26 COBO and 14 FOBO operations for
the production and control of the whole operation in India. These
are divided in to various zones that are given in the marketing mix
section of this report.
Hindustan Coca-Cola Beverage Pvt. Ltd. First established plant is
Hathras in India, second largest plant is Dasna, and the largest
one is in Bangalore. Hathras plant has 3 RGB filling lines. The
RGB line operating at mechanical efficiency of 90 % . Company
doesnt have the facility for filling Maaza (RGB and Tetra Pack) a
Mango flavour drink of Coca-Cola, pet bottling, water plant.
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88 | P a g e

RESEARCH METHODOLOGY
TECHNIQUES FOR SALES PROMOTION
1) Product availability
2) 100% rich
3) Good relation
4) Warm display
5) Cold display
6) Proper singer
7) Rich at one time
8) Fulfill your commitment
1) Product availability
It means all the flavors of coca cola should be available at one
time. By which customer can able to give any flavors to the
consumer and can give the satisfaction.

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2) 100% rich - it means. Company top management always should

always worry about the quality of all the brands. If any
organization wants to service in the market and wants to better
image then quality play a very integral role so for sales
promotion quality should by 100% good.

3) Good relation companys executive, sales man should make

good relation from dealer, whole seller and retailer. There is only
20% brand loyal person. Remaining 80% impulse selling is
going on. It means in India in cold drinks line which ever brand
consumer see first of all that brand will demanded by user. The
selling is high that particular brand. So i want to say that if. The
executive relations will goods from dealer, whole seller retailer.
Then he will arrange coke brands on front of shop by which
coke selling will improve.
4) Worm display

5) Cold display

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6) Proper shin age - proper shin age also play a key roll in more
selling.
7) Fulfill our commitment if executive promise to the customer of
any type. Then executive shovel fulfill his promise, such as.
Executive say that to the retailer if you will sell 1000 carrot in
this month then i will give you a coke fridge. If retailer has sold
out 1000 carrot in the a month then executive should fulfill is
commitment. By this manner selling will also improve.

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USE

OF RESEARCH METHODOLOGY

Without using research methodology to find new fact and

knowledge is not possible.
First of all question is arises what is research Research as a scientific and systematic search for pertinent
information on a specific topic. In fact research is an art of
scientific investigation

OBJECTIVE

OF RESEARCH

The main aim of research is to final out the truth which is hidden
and which has not been discounted as yet. The purpose of
research is to discover answers to questions through the
application of scientific procedures of collecting the data.

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METHOD

ADOPTING IN THE RESEARCH

PRIMARY METHOD
Adopted the personnel personal interview method in this method
we made a questioner with this questioner we used to go in the
market and see the customer one by one.
First of all we used to give the introduction with smile enthusiastic
and with proper eye contact and demand to give 2 or 3 minute to
fulfill his questioner and then after we started to put the questioner
at the retailer and completed the questioner.
(i)

Questionnaire Method

(ii)

Personal Interview

SECONDARY METHOD
This method is most appropriate method for collecting the data. By
this method researcher get the actual report

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TECHNIQUE INVOLVED IN DEFINING

PROBLEM
1) Observation the problem
2) Collect the Problem
3) Analyzing the Problem
4) Take Solution
5) Application the Problem
6) Solving the Problem

OBSERVE THE PROBLEM

Under this investigate by own observation without interview is the
respondent. This also adopted by me by observation data can be
collect more correct. It is depend upon ability of investigator.

COLLECT THE PROBLEM

After collecting the data I considered that what is the problem for
the company and when company wants to know his weakness.

ANALYSING THE PROBLEM

After collecting the problem I analysis the problem such as how
many problems are general and how many are different from
others and how many problem is considerable and solvable.
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 TAKE SOLUTION
After analysing the problem I sow that 90% problem was general
and I found 20% problem personal and I was found 10% problem
as Genuine which is considerable and soluble. General solution
solve the journal problem remaining 10% problems solution we
found and then after we implement the solution.

APPLICATION OF SOLUTION
After founding the solution we apply the solution and satisfy the
customer & consumer.

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MARKET SHARE OF COCA COLA IN THE

MARKET
In Present situation of Coca Cola is very good in the market. The
company have good market share app. 67% and remain 33%
market share covered by his close competitor Pepsi in this Area.

Last years situation was not that. Last years market share of coca
cola and pepsi was app. Same in the market but in this year
company adopted new strategy and provided good service and
provide more and more customer satisfaction company top
management have taken a good decision in this year. Decision
was that all the flavors rate should be decreased by which lower
level people can be taken the enjoy of coke and the company
provided a new flavor of 200 ml in the birth rupees of 5. This brand
have got good position in middle level and lower level family so by
the virtue of good strategy company have got good market share
app. 67% right now coke

position is much more strong.

Comparison to Pepsi.

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Coke

Pepsi

Cola

Cola
(Pepsi)

Coca Cola

Thumsup

Orange
(Fanta)

Orange
(Mirinda)

Fanta Orange

Fanta Green Apple

Fanta Water Malon

Clear lemon

Clear Lemon

(Sprite)

(7UP)

Cloudy lemon

Cloudy Lemon

(Limca)

(Lemon Mirinda)

Fruit

Fruit

(Maaza)

(Slice)

MAAZA ORANGE
Pulpy orange
Pineapple

Soda

Soda

(Lehar Evervess)

(Kinley)
Kinley Water
(Kinley)

Kinley Water
Aquafina
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COMPETITIVE MARKET SHARE BETWEEN

KO / PC

Cola
Pepsi

45%

Coke

35%

Thumps up =

20%

20%
45%

35%

Pepsi

Coke

Thumsup

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Orange
Fanta

75%

Mirinda

25%

25%

75%

Fanta

Mirinda

Cloudy Lemon
Limca

Lemon Miranda =

20%

80%

20%

80%

Limca

Lemon Mirinda

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Clear Lemon
Sprit

75%

7UP

25%

25%

75%

Sprit

7UP

Mango
Maaza

80%

Slice

20%

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20%

80%

Maaza

Slice

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Soda
Kinley

50%

Lehar Evervess

50%

50%

50%

Kinley

Lehar Evervess

Can
Coke

40%

Pepsi

60%

40%

60%

Coke

Pepsi

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103 | P a g e

PET
Coke

60%

Pepsi

40%

40%

Coke

60%

Pepsi

Kinley Water
Kinley

80%

Aquafina

20%

20%

80%

Kinley

Aquafina

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105 | P a g e

Total Product
Coke

63%

Pepsi

37%

37%

63%

Coke

Pepsi

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107 | P a g e

SWOT Analysis
STRENGTH
Company product having a good brand name and trade mark.
So that there is no such problem for convenes the user.
Being a franchise company product trade mark. Thats why its
scope is worldwide.
Coca cola capturing near about 69% market in cold drinks line
remaining 31% captured by its main competitor Pepsi. The
reason behind that good supply and its all flavor like Thumsup,
Limca, Fanta, Maaza and Sprite also asked by the user in
Sahibabad Area.
Coca Cola good Brand Image not only in India rather all over
the world. Thats why there is no need of Advertisement.
Company marketing policy is consumer oriented by doing
mentioned M.R.P. and manufactured date.
Company having expert management so that company can
provides better goods & service for the ultimate user.

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WEAKNESS

The main weakness of the company is that company is not in

position of provide all flavors to the customer daily or at a one
time.
Customer is not happy from company marketing policy. He
wants company will start special discount program or increase
maximum retail price.
Most of the retailers problem is that no. company person
comes at the shop for listening the problem.
Company top management not declare the scheme before one
or two days. Thats why scheme catalogue not prepared by the
lower level management. In this way retailers are not satisfy for
company policy.
Company management is not doing any thing for retailer. If
management is not provide any relief then he will increase
M.R.P.

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OPPORTUNITY

Company can increase his product selling by increasing plant

capacity and manufacturing capacity.
Being a seasonal selling product provide all the flavor to the
customer in hot session very necessary. It is the opportunity for
the company.
By providing better goods & services company can increase his
market share.
In present now the competitors are very less so that company
can compromise its main competitor Pepsi and can take
maximum profit.

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THREAT
Company should do something for customer interest. Providing
beneficial scheme and good relation to customer other wise its
other competitor will develop and they will capture its market.
Cold Drinks selling is very much depend on customer or retailer
so that retailer is not happy than sale can be effected in future.
In this time only two or three competitor are existing in the
market. In the future the competitor can increase. So that
company should prepare some future plan for maintaining its
market share.
Some domestic competitor can develop in the market.
Company should prepare long term future plan for permanently
existing in Host Country.
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112 | P a g e

RECOMMENDATIONS
Company should prepare future plan for maintain selling in
market. Because company competitor can increase and can
capture the market.
Company should provide special benefit to the retailer. Other
wise his interest will go down from cold drinks.
Present time competition is not high in this line because its
competitor is only Pepsi. So that company can do compromise
with Pepsi and both can increase products M.R.P.
Company should appointed a special representative for
listening retailers problem and solve them. He can also find out
some shortcomings of salesman & others.
In case of cold drinks selling mostly depend on retailer. So that
his satisfaction needed.
Test of all flavor like, Coke, Thumps, Limca, Fanta, Maaza and
Sprite should also good.
Defected goods should be returnable or changeable.
Good execution is a main factor in more selling good execution
improves selling.
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 Sales executive & salesman relation and good behavior also

provide effective guidelines in increasing selling.

For more selling company person should fulfill his commitment.

In Cold Drinks line brand loyalty found only 20%. So that which
will be visible that will salable.

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

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118 | P a g e

Questionnaire
NAME OF THE SHOP.
ADDRESS
TEL. NO. .
Q1)Which brand do you sell?
PEPSI
COCA COLA
BOTH
Q2)Why are you not selling the Coca Cola or Pepsi product?
Q3)How many brands are available in your shop in the RGB and PET
Bottles?
(A)
In RGB
COCA COLA

THUMS UP

SPRITE

LIMCA

FANTA

MAAZA

(B)In PET
COCA COLA

THUMS UP
SPRITE

LIMCA

FANTA

MAAZA

MMPO

NIMBO FRESH

Q4) Which company Visi Cooler are you having?

PEPSI
COCA COLA
BOTH
Q5)Whether the purity of the refrigerator is maintained or not?
YES
NO
Q6)Which brand is preferred by the customers?
PEPSI BRANDS

COCA COLA BRANDS

Q7)Are you satisfied with the distribution network?

YES

NO

Q8)Are you aware of the various schemes run by the coca cola?
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YES

NO

Q9) Which companyadvertisement and sales promotion activities

are better?
PEPSI COCA COLA

Q10)Your daily sales?

1-2 CASE

3-5 CASES

6-10 CASES
More than 10 CASES
Q11)Do you think promotional activities can increase sales?
YES
NO
Q12) According to you a company should improve upon?
Distribution

Service

Sales Promotion

Schemes

Q13)How would you rate Coca Cola?

Excellent

Very Good

Average

Bad

Very Bad
COMPLAINTS OR SUGGESTIONS

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WORD OF THANKS
I pay sincere thanks to Coca Cola Company, which gave me the
chance to do my summer training in their reputed organization.
This is a matter of great respect on their side that they
supported us in every problem faced by us.
Hope that in future also we will get a support from their side
and I shall be given an opportunity to work under this brand name
and to be a part of this organization.
Thank You.
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Thank you very much for your kind

cooperation!!!!!!!

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