Synopsis

Soft- drinks have been found to be an effective medium of refreshment,

which can cover large population packets within low cost. In Summer Soft-

drinks is the only medium that has a one-on-one relationship with

consumers. A person likes to have soft-drinks to get rid of heat of summer,

and not only in summer but in other seasons also it is the best way of

refreshment. Owing to the usefulness of soft-drinks in refreshment, now a

days it has been used as medium of honor and used in different social

occasions.

Soft-drinks are an effective medium of refreshment for all the classes of

people. Though their was a time where soft-drinks lost its hold in the Indian

market but in recent times its back with a bang and it’s now a business of

more then 15000crore. Because of the growing popularity of soft-drinks

there is a fierce competition between various companies which have made

the products more competent and rational so that they don’t loose their

hold in the market and have a competitive edge over its competitors.
Soft-drinks Industry is growing very rapidly, as many players are joining

the industry now and then, some of the major players are COCA COLA,

PEPSICO, PERLEY AGRO and many more who are taking the Lionel part

of the market share in the Indian market.

It has becomes important for all the companies to know the market well so

that they can survive the competition and this could be done if they know

the ambiguity of the customers that might hamper their business in future.

The project which has been given to me by COCA COLA is mainly to

study the behavior of the customers of the Modern Trade in the city and

make a thorough analysis of the trading procedure of COCA COLA with

the Modern trades through survey.

The COCA COLA Company put the emphasis on the project because they

want to know about their loopholes in the sales procedure and the

distribution channelization and what are their competitive advantages so

that they make their position in the business more strong. They also want

to know what the consumers expect from them so that they can offer

better products and services according to the taste and the preference of

their customers.
The Company wants to have better understanding of its impact on local

people lives. The project evaluates the public's perception on different

products available in the city and compares RETAIL TRADE with

MODERN TRADE, and also to analyze MODERN TRADE with

benchmarks and considers what turns SOFT-DRINKS might take in future.

Research Problem

Soft- drinks reaches out to 90 per cent of India’s population and is the

most cost-effective medium of refreshment. So we can term soft-drinks as

a medium for communication and refreshment. In last few years soft-drinks

has revived again as the people in India uses the soft-drinks as a medium

of their feelings, so in party or in get together or refresh the soul they uses

the only medium which is soft-drinks. The better products with an

affordable range of the price lists have made soft-drinks an effective

medium of refreshment. But again there are some basic problems in the

soft-drinks industry i.e. when people consume these soft-drinks it have a

side effect the human boy also as its ingredients includes carbon and a
high amount of saccharine, sugar and different types of acids. When they

see any advertisement they conceptualize the advertisement in their own

mind which might sometimes change the meaning of the message

because sometimes the advertisements are very action –packed

performed by the idols from different sectors, so general people also want

to follow them and could herm him/herself. Moreover there is a fierce

competition between various soft-drinks companies which have made the

products more competent and rational so that they don’t loose their hold in

the market and have a competitive edge over its competitors.

The project is mainly to make an analysis of some competitive soft-drink

companies in the city who are doing their business in Modern Trades and

make a through analysis of the survey.

 INTRODUCTION

BACKGROUND

Soft drinks are enormously popular beverages consisting primarily of

carbonated water, sugar, and flavorings. Nearly 200 nations enjoy the

sweet, sparkling soda with an annual consumption of more than 34 billion

gallons. Soft drinks rank as America's favorite beverage segment,

representing 25% of the total beverage market. In the early 1990s per

capita consumption of soft drinks in the U.S. was 49 gallons, 15 gallons

more than the next most popular beverage, water.

The roots of soft drinks extend to ancient times. Two thousand years ago

Greeks and Romans recognized the medicinal value of mineral water and

bathed in it for relaxation, a practice that continues to the present. In the

late 1700s Europeans and Americans began drinking the sparkling mineral

water for its reputed therapeutic benefits. The first imitation mineral water

in the U.S. was patented in 1809. It was called "soda water" and consisted
of water and sodium bicarbonate mixed with acid to add effervescence.

Pharmacists in America and Europe experimented with myriad ingredients

in the hope of finding new remedies for various ailments. Already the

flavored soda waters were hailed as brain tonics for curing headaches,

hangovers, and nervous afflictions.

Pharmacies equipped with "soda fountains" featuring the medicinal soda

water soon developed into regular meeting places for local populations.

Flavored soda water gained popularity not only for medicinal benefits but

for the refreshing taste as well. The market expanded in the 1830s when

soda water was first sold in glass bottles. Filling and capping the gaseous

liquid in containers was a difficult process until 1850, when a manual filling

and corking machine was successfully designed. The term "soda pop"

originated in the 1860s from the popping sound of escaping gas as a soda

bottle was opened.

New soda flavors constantly appeared on the market. Some of the more

popular flavors were ginger ale, sarsaparilla, root beer, lemon, and other

fruit flavors. In the early 1880s pharmacists experimented with powerful

stimulants to add to soda water, including cola nuts and coca leaves. They
were inspired by Bolivian Indian workers who chewed coca leaves to ward

off fatigue and by West African workers who chewed cola nuts as a

stimulant. In 1886 an Atlanta pharmacist, John Pemberton, took the fateful

step of combining coca with cola, thus creating what would become the

world's most famous drink, "Coca-Cola". The beverage was advertised as

refreshing as well as therapeutic: "French Wine Cola—Ideal Nerve and

Tonic Stimulant." A few years later another pharmacist, Caleb Bradham,

created "Pepsi-Cola" in North Carolina. Although the name was a

derivation of pepsin, an acid that aids digestion, Pepsi did not advertise

the beverage as having therapeutic benefits. By the early 20th century,

most cola companies focused their advertising on the refreshing aspects

of their drinks.

As flavoured carbonated beverages gained popularity, manufacturers

struggled to find an appropriate name for the drinks. Some suggested

"marble water," "syrup water," and "aerated water." The most appealing

name, however, was "soft drink," adapted in the hopes that soft drinks

would ultimately supplant the "hard liquor" market. Although the idea never

stuck, the term soft drink did.

Until the 1890s soft drinks were produced manually, from blowing bottles

individually to filling and packaging. During the following two decades

automated machinery greatly increased the productivity of soft drink

plants. Probably the most important development in bottling technology

occurred with the invention of the "crown cap" in 1892, which successfully

contained the carbon dioxide gas in glass bottles. The crown cap design

endured for 70 years.

The advent of motor vehicles spawned further growth in the soft drink

industry. Vending machines, serving soft drinks in cups, became regular

fixtures at service stations across the country. In the late 1950s aluminum

beverage cans were introduced, equipped with convenient pull-ring tabs

and later with stay-on tabs. Light-weight and break-resistant plastic bottles

came into use in the 1970s, though it was not until 1991 that the soft drink

industry used plastic PET (polyethylene terephthalate) on a wide scale.

Soft drink manufacturers have been quick to respond to consumer

preferences. In 1962 diet colas were introduced in response to the fashion

of thinness for women. In the 1980s the growing health consciousness of

the country led to the creation of caffeine-free and low-sodium soft drinks.
The 1990s ushered in clear colas that were colorless, caffeine-free, and

preservative-free.
 Objective

The objectives of the projects are:-

 To make the comparative analysis between the soft-drinks

companies in the City who are dealing with Modern Trades.

 Expectation of customers from the soft-drink companies especially

from COCA COLA.

 To provide the company with the suggestion that comes from the

customers.

 To know about the customers preference of COCA COLA’s products

with other companies products.

 Area where the company is lacking behind.

 Their Competitive advantage.

 Limitation

 The study seeks to provide a helicopter view of the field reality and

hence inferences drawn don’t provide conclusive evidence.

 During the survey the whole of the city was not covered most of the part

of the city was remained untouched.

 Such survey needs to be undertaken periodically to gauge the exact

consumer perception that they keep changing with the time.

 It may so happen that consumers provide an incomplete information or

even wrong information.

 Sometimes listeners are reluctant to provide us with correct information.

 Sometimes listeners are reluctant to provide us with correction

information.

 Some of the respondents did not answer properly as they were busy

hence the right information could not be obtained.

 Since I was not familiar with the area of operation the study took more

time than what it actually deserved.

 Due to the climatic condition sometime problem arises regarding daily

sales targets.

 Lots of competition among various companies, all of which can not be

touched.

Methodology

To decide on the plan of action, the entire project was divided into parts.

The first part involved the desk research of the available literature.

Information collected in this section was to provide an introduction to the

soft-drinks industry, COCA-COLA and its competitors.

The second part actually involved designing the questionnaire, conducting

interviews and analyzing the data for the primary research.

The main focus of the project was to make comparative analysis between

different soft-drinks companies in Guwahati city.

The survey has been conducted using both Primary Data as well as

Secondary Data. The sources of both are:

• PRIMARY DATA SOURCES:- Data are collected from personal

interview from various parts of the citiy and between various age

groups. Most of the research findings are dependent on the response

given by them.

As an instrument of collecting Primary Data, questionnaire method is used

here. The questionnaire contains a set of questions presented to

respondents to get relevant answers.

• SECONDARY DATA SOURCES:-

Data collecting from the record observation made by the company. Also

partly by consulting journals, magazines and publications and surfing the

website.

SAMPLING PLAN:- As a sampling procedure, both techniques of

sampling i.e. probability sampling as well as non probability sampling is

used. In the probability sampling, stratified random sampling as well as

simple random sampling is applied. In the non probability sampling,

judgment sampling is applied here. Both the sampling methods of

probability sampling mentioned here are used as in all the areas simple

random sampling is not applicable and in some cases stratification is a

must.

SCALE: The data required for measuring the quantitative and the

parameters of the project a self developed questionnaire is made which

given to the customers for getting the required information. The

questionnaire for the above project is in the form of appendix below.

PROCEDURE

Procedure for the collection of information was as follows:

 First of the questionnaire was prepared and then survey was

conducted to collect more information and to know about the ground

reality of the performance of the company. This questionnaire was

supposed to be produced to the customers of the company to be

filled by them.
 There are two types of Questionnaires which were prepared, one for

the peoples from Modern Trade and the second type was for the

customers of Modern Trade..

 Secondly I also collected data from internet to know more about the

company, its customers, and its competitors.

 Lastly to come to any conclusion based on the information collected

through various sources.

RESEARCH METHODOLOGY DIAGRAM

DEVELOP
OBJECTIVES

Design of Qualitative
Research
• Methodology
• Sample Design
• Data Collection

Designing of
Questionnaire

Collection of Data through

Interview and Survey

Limitation

Data Analysis

Reports, Findings, Suggestion

& Conclusion
 THE HISTORY OF COCA COLA COMPANY

The first Coca-Cola recipe was invented in Columbus, Georgia, by John

Stith Pemberton, originally as a cocawine called Pemberton's French Wine

Coca in 1885. He may have been inspired by the formidable success of

European Angelo Mariani's cocawine, Vin Mariani. In 1885, when Atlanta

and Fulton County passed Prohibition legislation, Pemberton responded

by developing Coca-Cola, essentially a carbonated, non-alcoholic version

of French Wine Cola. The first sales were at Jacob's Pharmacy in Atlanta,

Georgia, on May 8, 1886. It was initially sold as a patent medicine for five

cents a glass at soda fountains, which were popular in the United States at

the time due to the belief that carbonated water was good for the health.

Pemberton claimed Coca-Cola cured many diseases, including morphine

addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton

ran the first advertisement for the beverage on May 29 of the same year in

the Atlanta Journal. For the first eight months only nine drinks were sold

each day. By 1888, three versions of Coca-Cola — sold by three separate

businesses — were on the market. Asa Griggs Candler acquired a stake in

17 | P a g e
Pemberton's company in 1887 and incorporated it as the Coca Cola

Company in 1888. The same year, while suffering from an ongoing

addiction to morphine, Pemberton sold the rights a second time to four

more businessmen: J.C. Mayfield, A.O. Murphey, C.O. Mullahy and E.H.

Bloodworth. Meanwhile, Pemberton's alcoholic son Charley Pemberton

began selling his own version of the product. In an attempt to clarify the

situation, John Pemberton declared that the name Coca-Cola belonged to

Charley, but the other two manufacturers could continue to use the

formula. So, in the summer of 1888, Candler sold his beverage under the

names Yum Yum and Koke. After both failed to catch on, Candler set out

to establish a legal claim to Coca-Cola in late 1888, in order to force his

two competitors out of the business. Candler purchased exclusive rights to

the formula from John Pemberton, Margaret Dozier and Woolfolk

Walker. However, in 1914, Dozier came forward to claim her signature on

the bill of sale had been forged, and subsequent analysis has indicated

John Pemberton's signature was most likely a forgery as well. In 1892,

Candler incorporated a second company, The Coca-Cola Company (the

current corporation), and in 1910, Candler had the earliest records of the

company burned, further obscuring its legal origins. Regardless, Candler

18 | P a g e
began marketing the product, although the efficacy of his concerted

advertising campaign would not be realized until much later. By the time of

its 50th anniversary, the drink had reached the status of a national icon for

the USA. In 1935, it was certified kosher by Rabbi Tobias Geffen, after the

company made minor changes in the sourcing of some ingredients. Coca-

Cola was sold in bottles for the first time on March 12, 1894. Cans of Coke

first appeared in 1955. The first bottling of Coca-Cola occurred in

Vicksburg, Mississippi, at the Biedenharn Candy Company in 1891. Its

proprietor was Joseph A. Biedenharn. The original bottles were

Biedenharn bottles, very different from the much later hobble-skirt design

that is now so familiar. Asa Candler was tentative about bottling the drink,

but the two entrepreneurs who proposed the idea were so persuasive that

Candler signed a contract giving them control of the procedure. However,

the loosely termed contract proved to be problematic for the company for

decades to come. Legal matters were not helped by the decision of the

bottlers to subcontract to other companies—in effect, becoming parent

bottlers.Coke concentrate, or Coke syrup, was and is sold separately at

pharmacies in small quantities, as an over-the-counter remedy for nausea

or mildly upset stomach.

19 | P a g e
 BACKGROUND

Soft drinks are enormously popular beverages consisting primarily of

carbonated water, sugar, and flavorings. Nearly 200 nations enjoy the

sweet, sparkling soda with an annual consumption of more than 34 billion

gallons. Soft drinks rank as America's favorite beverage segment,

representing 25% of the total beverage market. In the early 1990s per

capita consumption of soft drinks in the U.S. was 49 gallons, 15 gallons

more than the next most popular beverage, water.

The roots of soft drinks extend to ancient times. Two thousand years ago

Greeks and Romans recognized the medicinal value of mineral water and

bathed in it for relaxation, a practice that continues to the present. In the

late 1700s Europeans and Americans began drinking the sparkling mineral

water for its reputed therapeutic benefits. The first imitation mineral water

in the U.S. was patented in 1809. It was called "soda water" and consisted

20 | P a g e
of water and sodium bicarbonate mixed with acid to add effervescence.

Pharmacists in America and Europe experimented with myriad ingredients

in the hope of finding new remedies for various ailments. Already the

flavored soda waters were hailed as brain tonics for curing headaches,

hangovers, and nervous afflictions.

Pharmacies equipped with "soda fountains" featuring the medicinal soda

water soon developed into regular meeting places for local populations.

Flavored soda water gained popularity not only for medicinal benefits but

for the refreshing taste as well. The market expanded in the 1830s when

soda water was first sold in glass bottles. Filling and capping the gaseous

liquid in containers was a difficult process until 1850, when a manual filling

and corking machine was successfully designed. The term "soda pop"

originated in the 1860s from the popping sound of escaping gas as a soda

bottle was opened.

New soda flavors constantly appeared on the market. Some of the more

popular flavors were ginger ale, sarsaparilla, root beer, lemon, and other

fruit flavors. In the early 1880s pharmacists experimented with powerful

stimulants to add to soda water, including cola nuts and coca leaves. They

21 | P a g e
were inspired by Bolivian Indian workers who chewed coca leaves to ward

off fatigue and by West African workers who chewed cola nuts as a

stimulant. In 1886 an Atlanta pharmacist, John Pemberton, took the fateful

step of combining coca with cola, thus creating what would become the

world's most famous drink, "Coca-Cola". The beverage was advertised as

refreshing as well as therapeutic: "French Wine Cola—Ideal Nerve and

Tonic Stimulant." A few years later another pharmacist, Caleb Bradham,

created "Pepsi-Cola" in North Carolina. Although the name was a

derivation of pepsin, an acid that aids digestion, Pepsi did not advertise

the beverage as having therapeutic benefits. By the early 20th century,

most cola companies focused their advertising on the refreshing aspects

of their drinks.

As flavored carbonated beverages gained popularity, manufacturers

struggled to find an appropriate name for the drinks. Some suggested

"marble water," "syrup water," and "aerated water." The most appealing

name, however, was "soft drink," adapted in the hopes that soft drinks

would ultimately supplant the "hard liquor" market. Although the idea never

stuck, the term soft drink did.

22 | P a g e
Until the 1890s soft drinks were produced manually, from blowing bottles

individually to filling and packaging. During the following two decades

automated machinery greatly increased the productivity of soft drink

plants. Probably the most important development in bottling technology

occurred with the invention of the "crown cap" in 1892, which successfully

contained the carbon dioxide gas in glass bottles. The crown cap design

endured for 70 years.

The advent of motor vehicles spawned further growth in the soft drink

industry. Vending machines, serving soft drinks in cups, became regular

fixtures at service stations across the country. In the late 1950s aluminum

beverage cans were introduced, equipped with convenient pull-ring tabs

and later with stay-on tabs. Light-weight and break-resistant plastic bottles

came into use in the 1970s, though it was not until 1991 that the soft drink

industry used plastic PET (polyethylene terephthalate) on a wide scale.

Soft drink manufacturers have been quick to respond to consumer

preferences. In 1962 diet colas were introduced in response to the fashion

of thinness for women. In the 1980s the growing health consciousness of

the country led to the creation of caffeine-free and low-sodium soft drinks.

23 | P a g e
The 1990s ushered in clear colas that were colorless, caffeine-free, and

preservative-free.

USE OF STIMULANTS IN FORMULA

The beverage was named Coca-Cola because, originally, the stimulant

mixed in the beverage was coca leaves from South America, which the

drug cocaine is derived from. In addition, the drink was flavored using kola

nuts, also acting as the beverage's source of caffeine. Pemberton called

for five ounces of coca leaf per gallon of syrup, a significant dose,

whereas, in 1891, Candler claimed his formula (altered extensively from

Pemberton's original) contained only a tenth of this amount. Coca-Cola did

once contain an estimated nine milligrams of cocaine per glass, but in

1903 it was removed. After 1904, Coca-Cola started using, instead of fresh

leaves, "spent" leaves - the leftovers of the cocaine-extraction process

with cocaine trace levels left over at a molecular level. To this day, Coca-

Cola uses as an ingredient a non-narcotic coca leaf extract prepared at a

Stepan Company plant in Maywood, New Jersey. In the United States,

Stepan Company is the only manufacturing plant authorized by the

Federal Government to import and process the coca plant.

24 | P a g e
25 | P a g e
 NEW COKE

New Coke stirred up a controversy when it replaced the original Coca-

Cola in 1985. Coca-Cola Classic was reinstated within a few months of

New Coke's introduction into the market.

On April 23, 1985, Coca-Cola, amid much publicity, attempted to change

the formula of the drink. Some authorities believe that New Coke, as the

reformulated drink was called, was invented specifically to respond to its

commercial competitor, Pepsi (which had more lemon oil and less orange

oil, and used vanillin rather than vanilla). Double-blind taste tests

indicated that most consumers preferred the taste of Pepsi to Coke. In

taste tests, drinkers were more likely to respond positively to sweeter

26 | P a g e
drinks, and Pepsi had the advantage over Coke because it was much

sweeter. Coca-Cola tinkered with the formula and created "New Coke".

Follow-up taste tests revealed that most consumers preferred the taste of

New Coke to both Coke and Pepsi. The reformulation was led by the

then-CEO of the company, Roberto Goizueta, and the president Don

Keough. It is unclear what part long-time company president Robert W.

Woodruff played in the reformulation. Goizueta claimed that Woodruff

endorsed it a few months before his death in 1985; others have pointed

out that, as the two men were alone when the matter was discussed,

Goizueta might have misinterpreted the wishes of the dying Woodruff,

who could speak only in monosyllables. It has also been alleged that

Woodruff might not have been able to understand what Goizueta was

telling him. The commercial failure of New Coke therefore came as a

grievous blow to the management of the Coca-Cola Company. It is

possible that customers would not have noticed the change if it had been

made secretly or gradually, and thus brand loyalty could have been

maintained. Coca-Cola management was unprepared, however, for the

nostalgic sentiments the drink aroused in the American public; some

compared changing the Coke formula to rewriting the American

27 | P a g e
Constitution. The new Coca-Cola formula subsequently caused a public

backlash. Gay Mullins, from Seattle, Washington, founded the Old Cola

Drinkers of America organization, which attempted to sue the company,

and lobbied for the formula of Old Coke to be released into the public

domain. This and other protests caused the company to return to the old

formula under the name Coca-Cola Classic on July 10, 1985. The

company was later accused of performing this volte-face as an elaborate

ruse to introduce a new product while reviving interest in the original.

Donald Keough, company president at the time, responded to the

accusation by declaring: "Some critics will say Coca-Cola made a

marketing mistake. Some cynics will say that we planned the whole thing.

The truth is we are not that dumb, and we are not that smart." The Coca-

Cola Company is the world's largest consumer of natural vanilla extract.

When New Coke was introduced in 1985, this had a severe impact on

the economy of Madagascar, a prime vanilla exporter, since New Coke

used vanillin, a less-expensive synthetic substitute. Purchases of vanilla

more than halved during this period. But the flop of New Coke brought a

recovery. Meanwhile, the market share for New Coke had dwindled to

only 3% by 1986. The company renamed the product "Coke II" in 1992

28 | P a g e
(not to be confused with "Coke C2", a reduced-sugar cola launched by

Coca-Cola in 2004). However, sales falloff caused a severe cutback in

distribution. By 1998, it was sold in only a few places in the Midwestern

U.S.

21ST CENTURY

On February 7, 2005, the Coca-Cola Company announced that in the

second quarter of 2005 they planned a launch of a Diet Coke product

sweetened with the artificial sweetener sucralose ("Splenda"), the same

sweetener currently used in Pepsi One. On March 21, 2005, it

announced another diet product, "Coca-Cola Zero", sweetened partly

with a blend of aspartame and acesulfame potassium. Recently Coca-

Cola has begun to sell a new "healthy soda" Diet Coke with Vitamins B6,

B12, Magnesium, Niacin, and Zinc, marketed as "Diet Coke Plus". In

April 2007, in Canada, the name "Coca-Cola Classic" was changed back

to "Coca-Cola". The word "Classic" was removed because "New Coke"

29 | P a g e
was no longer in production, eliminating the need to differentiate between

the two. The formula remained unchanged.

PRODUCTION FORMULA

Coca-cola and bubbles

The exact formula of Coca-Cola is a famous trade secret. The original

copy of the formula is held in SunTrust Bank's main vault in Atlanta. Its

30 | P a g e
predecessor, the Trust Company, was the underwriter for the Coca-Cola

Company's initial public offering in 1919. A popular myth states that only

two executives have access to the formula, with each executive having

only half the formula. The truth is that while Coca-Cola does have a rule

restricting access to only two executives, each knows the entire formula

and others, in addition to the prescribed duo, have known the formulation

process.

RAW MATERIALS

Carbonated water constitutes up to 94% of a soft drink. Carbon dioxide

adds that special sparkle and bite to the beverage and also acts as a

mild preservative. Carbon dioxide is an uniquely suitable gas for soft

drinks because it is inert, non-toxic, and relatively inexpensive and easy

to liquefy.

31 | P a g e
The second main ingredient is sugar, which makes up 7-12% of a soft

drink. Used in either dry or liquid form, sugar adds sweetness and body

to the beverage, enhancing the "mouth-feel," an important component for

consumer enjoyment of a soft drink. Sugar also balances flavors and

acids.

Sugar-free soft drinks stemmed from a sugar scarcity during World War

II. Soft drink manufacturers turned to high-intensity sweeteners, mainly

saccharin, which was phased out in the 1970s when it was declared a

potential carcinogen. Other sugar substitutes were introduced more

successfully, notably aspartame, or Nutra-Sweet, which was widely used

throughout the 1980s and 1990s for diet soft drinks. Because some high-

intensity sweeteners do not provide the desired mouth-feel and aftertaste

of sugar, they often are combined with sugar and other sweeteners and

flavors to improve the beverage.

The overall flavor of a soft drink depends on an intricate balance of

sweetness, tartness, and acidity (pH). Acids add a sharpness to the

background taste and enhance the thirst-quenching experience by

stimulating saliva flow.

32 | P a g e
The most common acid in soft drinks is citric acid, which has a lemony

flavor. Acids also reduce pH levels, mildly preserving the beverage.

Very small quantities of other additives enhance taste, mouth-feel,

aroma, and appearance of the beverage. There is an endless range of

flavorings; they may be natural, natural identical (chemically synthesized

imitations), or artificial (chemically unrelated to natural flavors).

Emulsions are added to soft drinks primarily to enhance "eye appeal" by

serving as clouding agents. Emulsions are mixtures of liquids that are

generally incompatible. They consist of water-based elements, such as

gums, pectins, and preservatives; and oil-based liquids, such as flavors,

colors, and weighing agents. Saponins enhance the foamy head of

certain soft drinks, like cream soda and ginger beer.

To impede the growth of microorganisms and prevent deterioration,

preservatives are added to soft drinks. Anti-oxidants, such as BHA and

ascorbic acid, maintain color and flavor. Beginning in the 1980s, soft

drink manufacturers opted for natural additives in response to increasing

health concerns of the public.

33 | P a g e
 THE MANUFACTURING PROCESS

Most soft drinks are made at local bottling and canning companies.

Brand name franchise companies grant licenses to bottlers to mix the

soft drinks in strict accordance to their secret formulas and their required

manufacturing procedures.
34 | P a g e
CLARIFYING THE WATER

• The quality of water is crucial to the success of a soft drink.

Impurities, such as suspended particles, organic matter, and

bacteria, may degrade taste and color. They are generally removed

through the traditional process of a series of coagulation, filtration,

and chlorination. Coagulation involves mixing a gelatinous

precipitate, or floc (ferric sulphate or aluminum sulphate), into the

water. The floc absorbs suspended particles, making them larger

and more easily trapped by filters. During the clarification process,

alkalinity must be adjusted with an addition of lime to reach the

desired pH level.

FILTERING, STERILIZING, AND

DECHLORINATING THE WATER

35 | P a g e
• The clarified water is poured through a sand filter to remove fine

particles of floc. The water passes through a layer of sand and

courser beds of gravel to capture the particles.

• Sterilization is necessary to destroy bacteria and organic

compounds that might spoil the water's taste or color. The water is

pumped into a storage tank and is dosed with a small amount of

free chlorine. The chlorinated water remains in the storage tank for

about two hours until the reaction is complete.

• Next, an activated carbon filter dechlorinates the water and

removes residual organic matter, much like the sand filter. A

vacuum pump de-aerates the water before it passes into a dosing

station.

MIXING THE INGRIDIENTS

36 | P a g e
• The dissolved sugar and flavor concentrates are pumped into the

dosing station in a predetermined sequence according to their

compatibility. The ingredients are conveyed into batch tanks where

they are carefully mixed; too much agitation can cause unwanted

aeration. The syrup may be sterilized while in the tanks, using

ultraviolet radiation or flash pasteurization, which involves quickly

heating and cooling the mixture. Fruit based syrups generally must

be pasteurized.

• The water and syrup are carefully combined by sophisticated

machines, called proportioners, which regulate the flow rates and

ratios of the liquids. The vessels are pressurized with carbon

dioxide to prevent aeration of the mixture.

CARBONATING THE BEVARAGE

• Carbonation is generally added to the finished product, though it

may be mixed into the water at an earlier stage. The temperature of

the liquid must be carefully controlled since carbon dioxide

solubility increases as the liquid temperature decreases. Many

37 | P a g e
 carbonators are equipped with their own cooling systems. The

amount of carbon dioxide pressure used depends on the type of

soft drink. For instance, fruit drinks require far less carbonation

than mixer drinks, such as tonics, which are meant to be diluted

with other liquids. The beverage is slightly over-pressured with

carbon dioxide to facilitate the movement into storage tanks and

ultimately to the filler machine.

FILLING AND PACKAGING

• The finished product is transferred into bottles or cans at extremely

high flow rates. The containers are immediately sealed with

pressure-resistant closures, either tinplate or steel crowns with

corrugated edges, twist offs, or pull tabs.

• Because soft drinks are generally cooled during the manufacturing

process, they must be brought to room temperature before labeling

to prevent condensation from ruining the labels. This is usually

achieved by spraying the containers with warm water and drying

them. Labels are then affixed to bottles to provide information

38 | P a g e
 about the brand, ingredients, shelf life, and safe use of the product.

Most labels are made of paper though some are made of a plastic

film. Cans are generally pre-printed with product information before

the filling stage.

• Finally, containers are packed into cartons or trays which are then

shipped in larger pallets or crates to distributors.

QUALITY CONTROL

Soft drink manufacturers adhere to strict water quality standards for

allowable dissolved solids, alkalinity, chlorides, sulfates, iron, and

aluminum. Not only is it in the interest of public health, but clean water

also facilitates the production process and maintains consistency in

flavor, color, and body. Microbiological and other testing occur regularly.

The National Soft Drink Association and other agencies set standards for

regulating the quality of sugar and other ingredients. If soft drinks are

produced with low-quality sugar, particles in the beverage will spoil it,

creating floc. To prevent such spoilage, sugar must be carefully handled

in dry, sanitized environments.

39 | P a g e
It is crucial for soft drink manufacturers to inspect raw materials before

they are mixed with other ingredients, because preservatives may not kill

all bacteria. All tanks, pumps, and containers are thoroughly sterilized

and continuously monitored. Cans, made of aluminum alloy or tin-coated

low-carbon steel, are lacquered internally to seal the metal and prevent

corrosion from contact with the beverage. Soft drink manufacturers also

recommend specific storage conditions to retailers to insure that the

beverages do not spoil. The shelf life of soft drinks is generally at least

one year.

RECYCLING

The $27 billion dollar soft drink industry generated about 110 billion

containers each year in the early 1990s. About half of soft drink

containers were aluminum cans and the other half, about 35 billion, were

PET plastic bottles. Nearly 60% of all soft drink containers were recycled,

the highest rate for any packaging in the United States. Environmental

concerns continued to lead to improvements and innovations in

40 | P a g e
packaging technology, including the development of refillable and

reusable containers.

THE FUTURE OF COCA COLA

In the 1990s there were more than 450 types of soft drinks on the market

and new flavors and sweeteners are developed all the time to meet

market demands. In the future, advanced technology will lead to greater

efficiency of soft drink production at all stages. New methods of water

clarification, sterilization, and pasteurization will improve production and

minimize the need for preservatives in soft drinks. Concerns with

consumer health, safety, and the environment will continue to have a

positive impact on trends in the soft drink industry.

RECENT UPDATES; INDIA'S CHRONIC AND WIDESPREAD WATER

SUPPLY PROBLEMS

“The Coca-Cola Company has recently announced, to much

fanfare, a three-year, US$20 million partnership with the World

Wildlife Fund on water conservation.

41 | P a g e
• At face value, such an announcement is obviously welcome. After all,

who would object to water conservation projects in a world where over

1 billion people still lack access to clean drinking water?

• But the announcement by Coca-Cola deserves scrutiny - something

sorely lacking from the media and even NGO's - primarily because it is

the Coca-Cola Company that is announcing water conservation

projects.

• The Coca Cola Company used 290 billion liters of water in 2006

alone, enough to meet the entire world's drinking water needs for 10

days”. (Amit Srivastava, July 30, 2007) The Coca-Cola Company

converted two-thirds of the freshwater it used into wastewater.

According to Srivastava, The company used the vast majority of the

freshwater it uses for cleaning in its production process, and the result

is that the Coca-Cola Company is a champion of turning perfectly fine

(and increasingly scarce) freshwater into wastewater.

• This article makes it very clear that Coca Cola’s image in India is not a

very good one. One of India’s biggest problems is the water shortage.

Coca Cola used a lot of water. It doesn’t take a high IQ to make the

42 | P a g e
connection that these two things don’t go well together. Coca Cola

needs to look in to this problem with great attention and figure out how

to adjust or change their strategy or even developing (water

conversion) plans. To be able to build trust with the population, this is

what they must do in order to be able to create a strong and profitable

market in India.

DIFFERENT PRODUCTS OF

43 | P a g e
COCA COLA :

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The Coca Cola Company has seven products in the Guwahti market.

They are:

1) COCA-COLA

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Coca cola is the world’s favorite drink as well as world’s most valuable

brands. “Coke” is the second most recognizable word across the word

after “OK”.

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Coca cola’s advertising campaign Jo Chahe ho Jaye and Life ho to aisi

was very popular and had entered the youth’s vocabulary in 2002. Coca

Cola launched the campaign Thanda mat lab Coca Cola,Piyo Sar Utha

ke , Sabka Thanda Ek, Which sky rocketed the brand to make it India’s

favorite soft drink.

2) THUMS UP

Thums up is the leading

carbonated soft drink and the most trusted brand in India. It was

introduced in the market in 1977. The Coca Cola Company acquired

Thums up in 1993.

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This brand is known for its strong, fizzy taste and its confident, mature

and uniquely masculine attitude. This brand clearly seeks to separate the

men from the boys.

3) SPRITE :

Sprite is the named as the NO-4 Soft drink and is sold in more than 190

countries. In India Sprite launched in the year of 1999 and today it has

grown to be one f the fastest growing soft drinks leading the clear lime

category.

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Today Sprite is perceived as a youth Icon because it encourages the

today’s youth to trust their instincts, influence them to be true to whom

they are and to obey their thirst.

4) FANTA

Fanta the orange drink of The Coca Cola Company is seen as one of the

favorite drinks since 1940s.It was introduced in Indian market in the year

49 | P a g e
of 1993.Over the years Fanta has occupied a strong market place and is

identified as “The Fun Catalyst”.

5) LIMCA:

Limca was introduced in the market in 1971 has been the thirst choice of

millions of consumers for over 3 decades. The brand has been displaying

healthy volume growths on year and Limca continues to be the leading

flavors soft drink in the country.

6)

MAAZA:

50 | P a g e
Maaza was launched in 1976. It was a drink that offered the same real

taste of fruits juices and was available throughout the year. In 1993

Maaza was acquired by Coca-Cola India.

The brands dominates the fruit drink category has been the result of

such successful campaigns line “Taaza Mango, Maazza Mango” and

“Botal mein Aam, Maaza hain Naam”.

7) KINLEY

Kinley water comes with the assurance of safety from the Coca-Cola

Company. The company introduces it with reverse osmosis along with

the latest technology to ensure the purity of company’s product.

COMPANY PROFILE

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The Atlanta pharmacist and patent medicine maker John S. Pemberton

invented the soft drink Coca-Cola in 1886. Its name, suggested by an

employee, Frank Robinson.

Coca-Cola's exited its operations from the country in 1977 ,in the wake of

the Foreign Exchange Regulation Act (FERA) of 1973, after a 25- year

presence in the Indian market, but again Coca-Cola, reentered India in

1993.After reentering India, Coca-Cola encountered problems one after

the other. The company focused on establishing the Coke brand quickly,

believing that its international image was well entrenched in the minds of

the Indian consumers. However, the emergence of many local soft drink

brands since the time it had left India and competition from Pepsi, made

things difficult for Coca-Cola. To gain a quick entry into the market and

neutralize Pepsi's early mover advantage, CCI decided to buy out a local

soft drink company, Parle in 1993. Parle's popular brands like Thums Up,

Limca, Maaza, Citra and Gold Spot had a 60% market share.

With virtually all the goods and services required to produce and market

Coca-Cola being made in India, the business system of the Company

directly employs approximately 6,000 people, and indirectly creates

52 | P a g e
employment for more than 125,000 people in related industries through

our vast procurement, supply and distribution system.

Basically, Coca Cola is an American based company. It has spread all

over the world through its different product lines which is mainly through

its soft- drinks products. Its branch in the Indian region is popularly

known as the Coca Cola India Ltd.

In 1886 an Atlanta pharmacist, John Pemberton, took the fateful step of

combining coca with cola, thus creating what would become the world's

most famous drink, "Coca-Cola". The beverage was advertised as

refreshing as well as therapeutic: "French Wine Cola—Ideal Nerve and

Tonic Stimulant." A few years later another pharmacist, Caleb Bradham,

created "Pepsi-Cola" in North Carolina. Although the name was a

derivation of pepsin, an acid that aids digestion, Pepsi did not advertise

the beverage as having therapeutic benefits. By the early 20th century,

most cola companies focused their advertising on the refreshing aspects

of their drinks.

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AIMS:
Business activity is focused around the achievement of appropriate

business goals. These can be categorized into Business aims and

business objectives a business aim is the goal a business wants to

achieve. It may have several aims. In the private sector businesses aim

to make a profit. Others aim to survive as a primary aim, as survival is

necessary for the business to continue. Other aims include: expanding,

maximizing sales, to be more competitive and to be environmentally

friendly.

A business objective is a detailed picture of a step you plan to take in

order to achieve a stated aim. These need to be SMART in order for the

business to know what progress it has made towards achieving the

objective. SMART objectives are developed in the theory section 'Setting

aims and objectives'. Production aims for a company like Coca-Cola or

Nissan will focus on quality and meeting particular targets and standards.

54 | P a g e
Marketing aims for a company like Kellogg's or Kraft will focus on

identifying and meeting the needs of consumers. Customer service aims

for organizations like the Inland Revenue or Argos will focus on delighting

customers. Business objectives and functional objectives make it

possible to set targets. These targets then create a direction for activities.

OBJECTIVES:--
The overarching aims of an organization can be translated into specific

activity objectives. For example, a section head in a supermarket may

have the objective at the end of each working day to make sure that

there are enough employees scheduled to carry out the required work

activities on the following day. Individual employees will have their own

work Objectives and schedules - e.g. to make sure that a particular

section of shelves are filled by a given time. Objectives therefore provide

a clear structure for all of the various activities that an organization

carries out. By measuring how well an objective has or has not been

achieved, managers can make necessary changes to their activities to

ensure progress and achievements of the stated objectives are made

within the timescale allocated. Objectives within an organization are

55 | P a g e
established at a number of levels from top level corporate objectives,

down to team objectives and individual objectives that create a

framework for operational activities.

DISTRIBUTION

CHANELIZATION

The company has to go through different channels

to reach to its ultimate customers. Mainly there are different distribution

houses at different places of the different cities. These distribution

houses cover the different areas of the city. From these distribution

houses the Coke products reach to the outlets situated at different areas.

And from these outlets the products reach the ultimate customers.

This distribution channelization we can easily

understand through the example of the Agra city.

As there is a plant of Coca Cola in Barnihat an

area situated near to Agra . Here all the Coke products are produced &

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sent to all the distribution houses at Agra .There are mainly four

distribution houses in Agra

DISTRIBUTION NETWORK

COCA COLA’S OPERATION IN AGRA:-

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 SWASTIK
RETAI
LERS

RAMDEO
PLANT

PURNIMA

JAI MATA DI

MODERN TRADE

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With the organized retail sector growing at 30 per cent, the contribution of

large-format retail stores to the turnover of fast moving consumer goods

(FMCG) firms is set to more than double in 2008. The FMCG sector has

taken some steps to match the pace of growth in the organized retail

sector. Companies have launched dedicated sales personnel for modern

trade channels and taken initiatives to boost point of purchase (POP)

management at the large stores.

Modern trade refers to retailing through large-format stores whereas

general trade refers to retailing through kirana stores. V S Sitaram,

executive director, marketing (consumer care division) Dabur India said,

“The servicing needs of modern trade are vastly different from the

traditional stores and it requires a ‘sell through’ approach. The exciting

new formats also open up immense opportunities for “brand activation” at

the point of purchase. The selling skills are vastly different and are of a

higher order.

A team with appropriate skill sets has been put in place within Dabur

India to respond to the requirements in modern trade and the results are

59 | P a g e
most encouraging. It has initiated a programme titled “DARE – Driving

Achievement of Retail Excellence” aimed at improving Dabur’s

distribution effectiveness in organized retail sector.

Industry experts say that while the emergence of modern trade has

surely altered the retail landscape in India, the fact remains that a bulk of

FMCG sales still comes from traditional trade. On an average 95 per cent

of the sales come from kirana stores with a meager 5 per cent coming

from large format retail stores. For Dabur, about 3 per cent of sales come

from modern trade and it expects it to grow up to 7.5 per cent in the near

future.

For some categories of products like premium skin and hair care,

60 | P a g e
organized retail contributes a higher percentage of up to 50 per cent.

Secondly, the main fear of FMCG companies that modern retailers will

squeeze their margins was dispelled by the head of a leading retail chain

who said in a seminar on retail that “Unlike developed countries where

FMCG companies are pressed on margins by retailers, in India since the

retail sector is just picking up, retailers tend to not pressurize companies

for margins.

This year, FMCG major Hindustan Unilever (HUL) also announced a joint

venture with South-Africa based Smollan Holdings to provide “in-store”

61 | P a g e
services to its customers and point-of-purchase management at large

format retail stores. Sanjiv Kakkar, executive director, sales and

customer development, HUL, said, “Modern trade in India is growing and

evolving rapidly and our strategy for winning in this growing retail market

is to win at point-of-purchase with our shoppers and by delivering best-in-

class service to our modern trade customers. This JV will bring in world

class execution excellence in the market and build the right capabilities to

deliver the company’s marketing strategy in modern trade”. Market

research reports say 25-40 per cent of consumers switch brands at the

point of sale driven by display or promotion. Other companies that have a

dedicated team for modern trade include Colgate-Palmolive, Procter &

Gamble India and Marico.

However, the companies cannot afford to neglect kirana stores, as they

still remain the biggest source of revenue. Along with forming the JV with

Smollan, HUL also went fast-forward this year with its Super Value Store

(SVS) programme, which is aimed at enhancing the customer experience

at select kirana stores in urban areas. Similarly, Marico and Dabur

launched Mera and Parivaar programme were aimed at activating the

general trade channel by giving consultancy to mom-and-pop shop

62 | P a g e
owners. In retail, consumers need convenience.

The neighborhood kirana store, by virtue of being the nearest store to the

consumers, will always occupy that position of convenience. Unlike a

developed market where consumers need to travel some distance for

shopping, Indian consumers in most parts of the country have the kirana

stores to service them on all days, all through the year. The companies

hence are expected to follow a twin-focus in 2008 to get the most out of

retailers. Organized retail will give the companies access to high-income

consumers and kirana stores will give much greater volume, say

analysts.

MODERN TRADES IN AGRA

As with the present situation and the changing Economy Modern trades

have influenced general peoples mind and life. Human being is such an

animal who wants to be lazy. So it finds the way to decrease its workload

and whenever the chance is given to him to decrease his workload he

immediately grabs the opportunity. Again with that he has some

tremendous pressure of finishing his work in the shortest meanwhile as

soon as possible.
63 | P a g e
In the previous years a man has to go to different places to buy all those

things whatever he needs, so it consumed much valuable time. That’s

why the concept of Modern trade came. It was a very wonderful concept,

because for this concept much of the valuable times are saved as all the

possible items which are needed for easy going of day to day life are

available in such outlets.

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 Achievements

Coca-Cola is already the leading soft drinks producer in the world. It has

also become the leader in producing and marketing soft drinks in India.

Since it re entry in the Indian market in October 1993.

Recently Coca-Cola India partnered with the government of Delhi under

its partnership scheme and the minister of environment forest and wildlife

mr deep hand bandhu launched program.

The neeti bagh welfare assoc. Delhi government, Supreme Court,

undertook the project jointly. Rar Cooperative society, neeti forum and

Coca-Cola India.

A group of three hundred youngsters from the N.C.C. eco club. Schools

and colleges joined neeti bagh residents and officials and volunteers in

the clean up operation and planted saplings to increase greenery all

over.

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66 | P a g e
 Swot Analysis

Strengths:-

1.Best Quality:-
“Coca-Cola” means quality. When you reach for one of our beverages,

whether it is a soda, juice, water or a soft drink, you know that you are

getting a product made from purest water and finest ingredients.

2.Availablity:-

Whether it is big Taj Hotel or a small pan corner, whether it is an urban

area or a small-unknown village “Coca-Cola” or its brands. As Coca-Cola

are spread all over the world. If you would not get one brand of Coca-

Cola you may get another, but the trademark would be the same coke or

thumps up it doesn’t make any different.

3.No.1 Brand in the world of soft drink:-

“Coca-Cola” is number 1 brand in whole world. We produce nearly 300

brands in almost 200 countries. “Coca-Cola” is proved to be no.1 in all

over the world, as it is a best quality product.

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4.Acceptability:-

Our one of the most big strength is that our product is accepted every

where in the world, with the taste that every type of people that is of

every region and religion can be accept.

5.Affordability of our product:-

Our Product is such as affordable product that each and every class of

people can afford to purchase the product is almost the reasonable rates

and one can get the nice drink with the little amount.

Weakness:-

1.Other Substitute:-

When in a small village if can “Coca-Cola” is not available, consumer

may demand for its substitute like Pepsi or any low rate drink. This is the

major weakness of our product.

2.Government Interference:-

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Government had made such a pools that we cannot raise or decrease

the price level of any beverage. Our substitute and we are found to sell

our product in a fixed rate. And other government interference is also

there.

3.Low Bottling Capacities Procured:-

Experts says India bottling plants typically processed no more than 200

bottles per minute while the world wide norm for “Coca-Cola” was

between 1200 to 1600 bottles per minute.

FUTURE PLAN

The future plan of coca-cola company is a produce a food items, health

drink, tea, coffee etc.

The other future plan is the profit of company is making more profit from

another year.

The product of company is increases in future.

69 | P a g e
 PROCEEDURE OF THE DEALINGS
The procedure of dealings of COCA COLA with Modern trade is a little bit

different from the small retail outlets. Generally in small outlets the process

of pre- sell was done. But it was found that the pre-sell method is not that

much good as it was thought before. Because in this concept the market

developers go to the outlets and took the order and submit it to the

distributors and according to the orders, next day the salesmen go and

serve the products to the outlets. But some times there is an immediate

need of the products, and then the distributors can not deliver the products

to the retailers which create a bad impact. So now a day on the spot

delivery system comes into existence, in this system salesmen go with the

products and deliver them according to the need of the retailers.

But different from pre-sell and spot delivery system, in Modern trade

another system works. As modern trades like VISHAL MEGA MART, etc.

deals in a large quantity so it is almost difficult for the distributors to supply

goods directly to those outlets. So the products in these types of outlets

come directly from the plant itself. But in comparatively small outlets like

GNRC’s, Cinema halls etc. the distributer itself delivers the products. But

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here in Modern trades another concept of dealings exists which is known

as PO (PURCHASE ORDER) system. In this system the MD (MARKET

DEVELOPER) who visits the Modern trades go to the outlets and receives

the PO (PURCHASE ORDER). A Purchase Order is nothing but the

systematized order slip of the products needed. In a PO the address of

registered office, address of the vendor, payment terms, VAT no., CST no,

and the description of the products are given. Generally the payment

terms of the Modern trade are nearly about 30 days, like in BIG BAZAR

and in PANTALOON which are under the same brand name FUTURE

GROOPS the payment due term is 21 days.

After getting the PO the MD submits it to the distributor’s office. Then he

delivers the products to the respective outlets. After getting the products

the Modern trade outlets give GRN ( GOODS RECEIVED NOTE) to the

MD or the company. Then they dispatched this GRN to the head-office

and within the specified limit the cheque of the desired amount comes.

The PO includes some extra charges also , like Landing rate and tax. Here

a chart shown below to refer the Landing rates and taxes charged in the

Big Bazar.

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 ARTICLES TAX % LANDING RATE
KINLEY SODA 600M 12.5 13.2
COCA COLA 1.5 12.5 37.4
THUMS UP 300 12.5 17.6
SPRITE 330 12.5 17.6
THUMS UP 1.5 12.5 37.4
SPRITE 1.5 12.5 37.4
FANTA 1.5 12.5 37.4
FANTA 600 12.5 19.35
MAAZA1.2 4 42.2
MAAZA600 4 24.64
FANTA APPLE 600 12.5 19.35

The Terms & Conditions are :--

• The freight expenses are to be borne by the vendor.

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• The freight expenses may be borne by the PRIL if there is any contract.

• The Insurance of the goods are to be borne by the PRIL.

• The Invoices are to be raised by the PT/ CTL/ BB/ FB etc.

• Other conditions are subject to the jurisdiction of Mumbai.

CUSTOMERS OF MODERN TRADE

There are different types of customers existing in the market. There tastes

& preferences are also different. so with this view the company has

launched different types of products to match their customers tastes &

preferences e.g.---

1) Coca Cola is such a brand with the help of which the company is

targeting the whole family. So in their Advertisements they every

time shows in any party or when some friends gather they would like

to choose the particular product.

2) Thumbs Up is such a product by which the company is targeting

the youth generation who likes adventures & thrills. So they have

73 | P a g e
 chosen Mr. Akshay Kumar as he is famous for his stunts &

adventures.

3) Again Sprite is such a product by which they are targeting the

straight- forward youths, so their punch line is “ Sidhi Baat No Bakwas “

4) Limca is the product by which they are targeting the simple people

who wants some moments of leisure.

5) By Fanta the co. is attracting especially the ladies section of the

society. So the brand ambassador the product is Jane Desuza

6) And with Maaza & Milk maid Pulpy orange they are targeting the

people from all the ages who are fruit specially Mango & Orange-lovers.

7) And last but not the least with Kinley the mineral water & soda they

try to get an impact of purity with the punch line “ Boond Boond Mein

Biswas “.

India has one of the largest youth populations in the world, it’s key for

every marketer to crack this market. A new Coca-Cola India commissioned

research study titled ‘The Truth about Youth: Exploding the Youth

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Homogeneity Myth’ is a good descriptor of young people’s consumption

styles today. Some of the Key Highlights of the Research are:

1. The motto of the Indian youth is I want it and I want it Now. An

impatient lot in pursuit of all the good things in life but equipped with

very narrow attention spans, they move from one exhilarating

experience to another without any certainty of returning or lasting

loyalties.

2. Young adults are focused on short-term obsessions rather than

longterm unwavering passion. So what does it mean for marketing

men? “The key and challenge is to stay with a brand position long

enough to make an impact but not too long because then you might

have to deal with the threat of losing the group,”.

3. While in metros the youth focus is money, in smaller towns it’s fame

and the aspiration to be a local hero – Bunty & Babli fascination.

4. While small town boys and girls are less discerning and possess

high loyalty, in the metros the young and restless are a bit more

critical.

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 5. Growing intensity for liberation among young girls both in small and

big towns — an insight that Srinivas Murthy, head, coloured drinks,

Coca-Cola India, says was used to develop advertising for Fanta’s

latest apple flavoured variant.

We can divide the customers in some more groups, which are:--

Type 1:-- Some peoples come to visit the outlets to purchase the

necessary Products of the day to day life. The soft-drinks are a part of

every ones life now a days , so they purchase the coke products.

Type 2 :-- Again some of the people comes to the outlet without any

purpose, so they purchase the coke products and enjoy the visit.

Type 3 :-- Some of the people are influenced by their younger ones and

purchase the products.

Type 4 :-- Some of the people are influenced by the warm display and

purchase the product.

Type 5 :-- Some of the people are yet also influenced by the offers given

in the Modern trades, so they purchase the products.

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COMPETITORS: ----

In the soft-drinks line PepsiCo. India & Parley Agro are the main

competitors of the Coca –Cola Company.

They have alternative products as well as the Coca Cola have.For

example---

Thumps Up Vs Pepsi

Limca Vs Nimbus

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Fanta Vs Mirinda

Maaza Vs Slice & Fruity

Sprite Vs 7Th Up & Mountain Dew

VISI- COOLER STANDARDS

As we know the Modern Trades are huge outlets who deals in huge

quantity, so we can classify them as the diamond outlets as there

dealings are more than 800 cases a year.

As per availability standard

200ml, 250ml, 300ml Coke, at least 3 types of

other brands +Maaza

Xpress (350ml ) Sprite + at least 2 types of

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 other brands
Mobile (500ml, 600 ml) Coke + at least 3 types of

other brands +Maaza+MMPO

Fridge pack (1 L,1.2L,1.25L) Coke + at least 3 types of

other brands +Maaza+MMPO

Party Pack (1.5 L,2L,2.25L) Coke + at least 3 types of

other brands
Water (500ml, 1L ) Kineley

SHELF ORDER STANDARD

JUICE RGB

JUICE MOBILE

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 WATER

SHELF NCB COOLER

RGB

RGB

XPRESS (FULL SHELF ) OR MOBILE (FULL SHELF )

MOBILE

FRIDGE PACK/ PARTY PACK+ WATER

SHELF DOUBLE DOOR COOLER

RGB

RGB
XPRESS (FULL SHELF ) OR MOBILE (FULL SHELF )

MOBILE

FRIDGE PACK/ PARTY PACK+ WATER

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 ACTIVATION STANDARD

Essential Activation Standard:

1) Tier Display Rack with Header--- It should be pure and at least 50 %

charged

2) Shelf Display--- Other then rack, 6facing of any PET displayed together

and visible. It can be a cut case display as well.

3) Price communication

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4) Visi- cooler in prime position

5 ) OBM/ Drinking shot communication.

QUESTIONS ASKED TO THE CONSUMERS

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BATTLE OF THE BRANDS

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WHICH COKE PRODUCT SOLD MORE IN BIG BAZAR?

ANSWER ACCORDING TO THE 16.06.2009 PO OF BIG BAZAR AND

20.06.2009 PO OF PANTALOON

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SO FOR WHICH REASONS THE JUICY PRODUCT NAMED MAAZA

SOLD MORE?

ANSWER ACCORDING TO 20 PEOPLE FROM FOOD BAZAR FROM

EACH OUTLET….

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 QUESTIONS ASKED TO THE OUTLETS

TASTE PRICE PREFERENCES OFFERS CONVENIENCES WARM

DISPLAY

NO. OF 7 5 3 1 3 1

PEOPLE

PERCEN 35 25 15 5 15 5

TAGE

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DO YOU THINK THE SERVICES PROVIDED BY THE COCA COLA ARE

GOOD?

IN WHICH SECTORS THEY HAVE TO MAKE PROGRESS ?

ANSWER: In this question the respondents were given ten marks to

distribute them in the given points (i.e.—DISTRIBUTION, MORE OFFRES,

MARKETING, and RELATIONSHIP)

This question was asked to those 8 respondents who were not satisfied

with services of COCA COLA.

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WHICH BRAND OF SOFT- DRINKS GIVES YOU MORE PROFIT ?

ANSWER:-- They doesn’t want to disclose the actual figure of profit as it

is confidential. So the graph has been drawn according to the mostly sold

products.

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DO YOU THINK THAT THE DISPLAY CAN IMPROVE THE SALES?

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WHAT TYPE OF OFFERS OR HELP DO YOU WANT FROM COCA

COLA ?

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This question was asked to the 20 respondents chosen from the Modern

Trade where they have to give marks out of 10 to those points mentioned

above.

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 Learning in the Executive Training

I had learnt lots of things in my Executive training in the fame-holder

company COCA COLA

1)came to know about the style of the corporate life which is very
busy and having a little time to spare

2)came to know about the working environment of the corporate life.

came to know about the marketing tactics of the company.

3)came to know about the company’s supply and distribution

channel.

4)came to know about the customers views on the different products

of the company.

5)came to know about the area where the company is lacking

behind which is mainly its supply and distribution channel.

6)came to know about the market situation and different strategies of

the company to retain its customers at the same time making new
customers.

7)gain I was taken to the COCA COLA plant situated at Barnihat,

which helped me a lot to understand the making process of the soft-
drinks and the system how the soft drinks come to the market.

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 SUGESSION

In the mid of summer there is a huge demand for the Coke products & the

company is unable to satisfy the whole demand of the customer. So they

have to give more stress on their distribution channel.

Sometimes , in the bye-lane areas the sales- persons don’t want to go for

their inconvenience, for that those outlets which are at the bye-lanes don’t

get the products which led’s a bad relationship between the company and

the customers. So it is important for the company person or the respective

Market Developers to visit each outlet under him and to ensure that they

are getting the sufficient products or not.

COMPANY FEEDBACK

Working in COCA COLA is an experience I shall cherish for life. I have

been learning a lot and this shall help me in all my future endeavors. The

work environment at COCA COLA is warm and friendly and it is almost

becoming my second home.

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COCA COLA had become popular and that is why it has been crowned as

the fastest growing trade. Moreover my surveys also prove that the masses

are more inclined towards COCA COLA. COCA COLA”s USP is that it

targets all ranges of society. I strongly believe that if COCA COLA keeps

moving in this direction its progress will grow even more.

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 CONCLUSION

Coca Cola holds nearly 75 percentage of the market share in Guwahati.

The company is far ahead of with regard to the competition with its different

competitors mainly Pepsi. Coca cola has not only shakes up the Indian

carbonated drinks market, and given consumers the pleasure of world-

class drinks to fill up their hydration, refreshment & nutrition needs but has

also been instrumental in giving an exponential growth to job opportunities.

In Guwahati it has managed to have a good distribution system. Although

the area of operations is much more than the number of distributors in the

city but with the help of Supply chain management system it has shown a

good distribution network among its customers. SCM has a great effect in

fulfilling the demand of their customers when the overall demand is high in

the market, especially in the summer.

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The Project and the OJT carried out during the course of the SIP was

indeed an eye-opener to me in more than one way. This project and the

OJT assigned helped me to increase the current understanding of the

industry in general and analyze customers taste and preference of

products. The study helped me to cast light on the much unexamined area

of industry. The study also revealed that the COCA COLA is the most

identified brand by the soft-drinkers in the city when compared to its

competitors. The Project is an attempt to study the factors that influence

the listeners. The main results of the study indicate the following.

• The factors underlying the choice of the customers are made by the

good taste less prices.

• Some of the people drink a particular brand for different reasons like

taste, price, character, brand ambassador etc.

• The most interesting thing that I came across my survey was that

generally most people belonging to middle aged can’t identify

products accurately, they identify the products by its flavor or colors.

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. In most of the cases the general people doesn’t know which are the

products of which company, they mixed COCA COLA’s products with the

products of its competitors.

BIBLIOGRAPHY

R.C.Agarwal. Marketing Management. Third Edition. Agra: Published by:

Lakshmi Narain Agarwal, Hospital Road, Agra.

Study Material of Marketing Management. Published by ICFAI University

Press.

Marketing Management – philip kotler

Website

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 www.google.com

 www.ciaadvertising.org

 www.cocacolaindia.com

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