SESSION

2008-10

BRAND ESTABILISHMENT & QUALITY

SUBMITTED TO : SUBMITTED BY:

Management Department Dinesh Singh Yadav
B.V.M.C.T.M. MBA IInd SEM
 ACKNOWLEDGEMENT

This project has been completed with the help of my teachers. So I would Honour and
obliged all my teachers.
First of all I would like to thanks all mighty god because of he has made me
efficient and capable to accomplished my project work. Than after I will be highly
obliged towards my parents, other family members and friends who inspired me and
encouraged me to complete my project work.

Signature

Name : Dinesh Singh Yadav

 CERTIFICATE

This is to certify that Mr. Sunil Rajput has visited our office/Institution for his project
work. During the project work his work and behavior was satisfactory.

Date : …………. Signature : …………………...

Place : Gwalior Name : Dinesh Singh Yadav

Office/Institution : B.V.M.C.T.M.
 DECLERATION

It is hereby declared that this report has been written for The fulfillment of Master in
Business Administration at BVM college of technology & Management and Shivpuri
Link Road Gwalior (M.P.) All the information, facts and figures presented are true to the
best of my knowledge and will be solely used for academic purpose.

Date: Dinesh Singh Yadav

Place: MBA IInd Sem.

College : B.V.M.C.T.M.
 INDEX

S.No. Particular Page No.

1. Introduction

2.

3.

4.

5.

6.
Introduction

Birth of Refreshing Idea – Coca-Cola

Dr. John Stith Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,
Georgia. It was May of 1886 when the pharmacist concocted caramel-colored syrup in a
three-legged brass kettle in his backyard. He first “distributed” the new product by
carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. For five cents,
consumers could enjoy a glass of Coca-Cola at the soda fountain. Whether by design or
accident, carbonated water teamed with the new syrup, producing a drink that was
proclaimed “delicious and refreshing”.

Dr. Pemberton’s partner and bookkeeper, Frank M. Robinson, suggested the name and
penned Coca-Cola in the unique flowing script that is famous worldwide today.

By 1886, sales of Coca-Cola averaged nine drinks per day. The first year, Dr. Pemberton
sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has become a
distinctive colour associated with the no. 1 soft drink brand ever since.

In 1891, Atlanta entrepreneur As a G. Candler had acquired complete ownership of the

Coca-Cola business. Within four years, his merchandising flair helped expand
consumption of Coca-Cola to every state and territory. In 1919, the Coca-Cola Company
was sold to a group of investors for $25 million. Robert W. Woodruff became president
of the Coca-Cola company in 1923 and in his more than six decades of leadership took
the business to unrivaled heights of commercial success, making Coca-Cola an institution
the world over.
Coca-Cola in India

The Coca-Cola Company returned to India in October 1993 after nearly 16 years to serve
the population of over 800 million. It was in the ancient city of Agra – the home of the
magnificent Taj Mahal where Coca-Cola was launched with much fanfare and
refreshment history was made. The Indian entity of the Coca-Cola Company has become
the third largest Fast Moving Consumer Goods Company in India and achieved a volume
of approximately 140 million Unit Cases in 1999. A feat made possible through creation
of a well spread and large network of bottling plants. The Coca-Cola Company
understands the beverage business in India better than anyone else does in the country. It
has a holistic understanding of all its aspects including manufacturing, distribution,
quality and research. It is local in the way it is structured and also in the way it markets
its products. An experienced, highly talented and committed core management team
heads the operations of the company.

Focus

The focus of Coca-Cola in India in the last few years has been on four major activities
with a view to making its products available at arms reach.

Organization

The motivated and intelligent workforce remains the greatest strength of The Coca-Cola
Company. Its Human Resource Management practices are increasingly setting new
benchmarks for the industry. It gives responsibility to its people with a freehand and
firmly believes that people perform best when they set their own goals. Personnel
policies and extensive management development and training programs are designed to
provide professional growth and skill advancements. Management trainees from the
country’s leading institutes and specialists with outstanding credentials in their field form
a large percentage of the workforce of The Coca-Cola Company’s operations in India. It
considers its people as its most valuable asset and investment in them. Its most
rewarding outlay. This results in high employees morale and motivation and makes
Coca-Cola, a fun place to work in.

Bottling System

Thousands of companies compete in the international business arena. There are very few
companies who do it using ‘think local, act local’ approach. At the heart of this is the
bottling system created by the Coca-Cola Company in India. This unique aspect is the
single most important factor responsible for the growing popularity of its brands with the
Indian masses. The bottling strategy included acquisitions to create an integrated
company-owned bottling system. Apart from company owned bottling +units, it also has
an All-India network of locally owned and operated, fGwaliorse bottlers. This forms the
backbone of the soft drink operations of Coca-Cola in India and its brands a local product
to all consumers. The highest standards of product quality and uniformity are maintained
in all plants.

Infrastructure

The Government of India accorded permission to The Coca-Cola Company to invest in

India. More than 70% of Foreign Direct Investment was made in building of new
infrastructure including Greenfield plants units where the entire process from
manufacturing to marketing and distribution of all products of the Company is realised
and also to strengthen existing manufacturing and distribution system. This mammoth
task involved upgrading and expanding production capacity. Large investments in
coolers, glass bottles, plastic cases and trucks have also been made for an effective
logistics and distribution network.
Besides, the following are the major focus areas concerning Marketing followed in Coca-
Cola India.

Brands

The Coca-Cola Company strives to meet the challenging desires of its consumes by
providing them with its international brands such as Coca-Cola, Diet-Coke, Sprite, Fanta
and Georgia as well as India’s leading soft drink brands that including Thums Up, Limca
and Maaza. The company has also launched its Kinley brand of Soda & Packaged
Drinking Water.
Innovations

Reaching out to consumers with the message of employment and relaxation is the
business of the Coca-Cola Company. In India it is committed to build aggressively on its
marketing strength to achieve profitable growth through consumer driven, customer
centered sales, advertising and promotional programs coupled with competitive pricing
strategies and efficient distribution methods. Focus has always been on ensuring the
highest standards of product quality and uniformity which helps in the growth of the
Coca-Cola trademark and other trademarks of the Company.

Beliefs

An important part of The Coca-Cola Company’s operations in India is its firm

commitment of being a good corporate citizen. This stems from the company’s
philosophy that it is appropriate and right to give back to the people and communities that
have been so good to the Company wherever it has done business.
Coca-Cola in India has implemented a host of community development projects in rural
areas. These are in the vicinity of over 20 plants spread across the country. These
projects focus on improving the quality of life through primary education and health
welfare facilities, as well as supporting cultural and sports activities.

The way forward

As good corporate citizens company take pride in being a key player in the economic
development of the country. Company contribute not only to the development of the soft
drink industry, but also to the development of related industries and the economy as a
whole. The company is committed to serve the society and continuously strives to
improve the quality of its products and lives of the community where is operates.
Guiding principles of Coca-Cola India
 Company will conduct itself and it business activities with the highest standards of
honesty, integrity and professionalism.
 Company recognizes the positive contributions that company make as individuals and
team members to produce its business success.
 Company will encourage a learning environment where people can constantly grow,
develop and contribute.
 Company will strive for excellence and seek continuous improvement in everything
which company does.
 Company will respect all stakeholders, including employees, partners and suppliers
and instill them with a passion to deliver the highest quality goods and services.
 Company will foster initiative and creativity by empowering individuals to attain
well-defined objectives.

Mission of Coca-Cola India

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

 To become world’s premier relationship company that markets and sells branded non-
alcoholic refreshment.
 Consumers as a superior beverage experience.
 Consumers as an opportunity to grow profits through the use of finished drinks.
 Bottlers as an opportunity to grow profits and volume.
 TCCC as trademark enhancement and positive economic value-added.
 Suppliers as an opportunity to make reasonable profits when creating real value-
added in an environment of system-wide teamwork, flexible business system and
continuous improvement.
 Coca-Cola India associates as superior career opportunity.
 Indian society in the form of a contribution to economic and socio development.
Vision of Coca-Cola India

Provide exceptional strategic leadership in the Coca-Cola India System-resulting in

consumer and customer preference and loyalty, through Coca-Cola’s commitment to
them, and in a highly profitable Coca-Cola Corporate branded beverages system.

Values of Coca-Cola India

♦ Integrity

We will work with uncompromising integrity, always striving to do what is right. We

will speak boldly and openly, and our words will be matched or exceeded by our
actions. Each of us will bring our own personal integrity to our daily work, and we
will behave collectively in a way that will make us proud personally.

♦ Relationships

We understand the importance of our relationships with the people and the world
around us. We seek to strengthen those relationships in every decision we make, and
consistently behave in a way that makes us increasingly trustworthy each day.

♦ Compassion

Because relationships exist primarily with people, we must genuinely care about other
people and make a consistent effort to listen to them and understand how they see
things. While we should always take pride in the success of our company, our
understanding of our interdependence with our stakeholders should also keep us
firmly rooted in a foundation of respect and humility.

♦ Environment
 We know that a critical part of our relationship with the world around us is our
relationship with our physical environment. We know our role in the Eco-system is
entirely interdependent, and that we must use our significant resources and
capabilities to provide true leadership on environmental issues, particularly those
most relevant to our business.

♦ Diversity

To succeed, we must be as diverse as the world we serve. We seek to be true leaders

in bringing together and leading a team that is rich in variety of thinking,
perspectives, backgrounds and culture. If Coca-Cola is to be the world’s most
accessible brand, then Coca-Cola must also be the world’s most accessible company.

♦ Innovation

To consistently renew our growth, we must consistently renew our thinking. We seek
to be relentlessly curious about the world around us. As entrepreneurs, we enjoy
never allowing ourselves to become either bored or boring. As a marketing company,
we know that innovation is what makes us interesting, attractive and entertaining, and
we are intrigued with creating the ideas that will, in turn, intrigue the world.

♦ Adaptability

Adaptability is the key to our sustainability. Through innovation, we know we can

move fluidly from one economy to another, by allowing new businesses to flow
naturally from existing businesses. We view change as a natural state that we enjoy.
We always seek to lead and stimulate change, never to merely endure or survive it.
Business Model of Coca-Cola India

The Coca-Cola
Company

Manufactures Concentrate

Bottler/Bottling
Units
Manufactures Finished Bottle/Can,
Fountain Syrup

Customer
The Company Manufactures Sells & Delivers
Concentrate for Sale to Bottlers
& Bottling Units
Bottlers & Bottling Units produce
the final products, and sell and Consumer
deliver them to the customers

Journey of Bottle
Trucks Warehouse Production Depalletizing Uncaser

Pre-Inspection

Bottle Washing

EBI

Palletizing Caser Final-Inspection Date Coding Filling and Crowning

Sugar

Concentrate Storage Syrup Room Mixing equipment

WTP CO2
Quality Is Our Highest Business Objective

The Coca-Cola Company exists to benefit and refresh everyone it touches. For us,
Quality is more than just something we taste or see or measure. It shows in our every
action. We relentlessly strive to exceed the world's ever-changing expectations because
keeping our Quality promise in the marketplace is our highest business objective and our
enduring obligation.

Consumers across the globe choose our brand for refreshment more than a billion times
every day because Coca-Cola is...
The Symbol of Quality
Customer and Consumer Satisfaction
Responsible Citizen of the World

Quality Commitment

A Commitment As Safe & Strong As Your Vault

People love to speculate about the secret ingredient in Coca-Cola. Some say it could be
ferreted out by simple analytical chemistry. Others are sure they taste a distinctive flavour
base. But most are simply delighted that it makes Coca-Cola, the world's premier soft
drink, taste so consistently delicious.
What's our secret? Well, one secret is locked safely away in a secured vault. But another
is just an arm's length away. It's the consistent quality of Coca-Cola. Wherever we do
business, the Coca-Cola system adheres not only to local and national laws for food
processing and labeling, but also to our own strict standards for exceptional quality.
Everything we do, from the selection of ingredients to the delivery of our finished
products, reflects our commitment to offering you the highest quality products. Let's take
a closer look at that commitment
The Art Of Concentrate & Syrup Manufacturing

Most of our flavours are produced as concentrates, which are rigorously analyzed to
ensure that they meet quality specifications. Each concentrate lot is coded and packaged,
then shipped on for the next step - the addition of sweetener and water to the concentrates
to produce syrups for our products.

The quality standards are very high. Mixing tanks must be of a specified grade of
stainless steel. The entire syrup manufacturing system must employ hot sanitation.
Precise control over water and sweetener components must be demonstrated. And,
quality control professionals must oversee each step of the process.

Our syrups start with fresh water, treated by using a multiple barrier filtration process to
ensure its quality. In addition to the water and concentrate, sweeteners are added to
produce syrup for most products. Throughout the manufacturing process, we take special
care to ensure that every step - from the selection of ingredients to the calibration of
equipment - adheres to our own strict requirements. The final step is to verify that our
efforts have been successful by testing the syrups for taste and adherence to their
formulae
A Mixture Of Quality Control Processes

The magic of turning syrup into a finished beverage is the role of bottlers and canners.
They bring together the essential ingredients - syrup, water and carbon dioxide - and
transform them into the essence of refreshment. To do this, many producers now use the
latest in computer technology and statistical process control. It's a modern way to achieve
our one traditional goal - consistent quality.

Because we know that quality cannot be "tested in" to a product, we work tirelessly to
ensure that we make it right the first time. We clearly define the process and control the
inputs and steps in the process so that we can predict the quality of what we produce.
Then, we test our work as a confirmation of our tightly controlled process.

For instance, syrup-to-water ratios (mixtures) are accurately established at production

start-up and are monitored frequently during the production run. Some plants use "in-
line" electronic monitors, which continuously test the ratios and the carbonation of the
beverage. No matter what sophisticated techniques are utilized, frequent taste-testing
confirms that the blending process has produced exactly the right flavour ... the flavour
you expect every time you drink one of our products.

Adding the Sparkle

Adding pure carbon dioxide to the blend, in just the right proportion, puts the "sparkle" in
soft drinks. To ensure we have it right, technicians periodically check production runs
Packaging That Is As Neat & Clean

The actual beverage aside, even our packaging undergoes, rigorous quality tests. We not
only work with our packaging suppliers to ensure quality in their production, but also
employ our own testing methods. All packages must be free from defects. Cans are
regularly "torn down" to check the quality of liners and seams. Bottles, whether glass or
plastic, must meet standards for finish and uniformity.

Once the packaging has been inspected the filler injects the right quantity of the beverage
and seals it with a can end, metal crown or plastic closure. Each closure application
method must pass regular testing. Metal crowns for glass bottles must be properly
crimped onto the bottle lip. Plastic closures are tested for proper alignment, threading and
torque (how hard you have to twist to get the closure off the bottle). Can ends are
inspected for smooth, uniform application without gaps or leaks.

Checking fill heights or net contents of our products helps to ensure that each package
contains the proper volume. Can fill levels are continuously checked by an electronic
device, which rejects any cannot properly filled. Bottle fill heights are measured
gravimetrically, or by weight. Labeling and graphics for all packages must meet clearly
defined standards.

Every production lot is coded by date and producing facility. Trained route sales people
use this code extensively to provide the freshest, best-tasting product possible. It's our
primary tool for maintaining high quality standards throughout the distribution cycle,
right to you - our consumer.
A Cent Percent Quality Assurance - For Your Sake

At The Coca-Cola Company, quality is more than just something we taste, or see, or
measure or manage. Quality shows itself in our every action; it encompasses everything
we do. From processing to packaging to pouring, anything less than 100 percent quality is
unacceptable. Our consumers throughout the world deserve the highest quality beverages
we can produce. Every time.

Policy

Quality Assurances Of A Billion

The Coca-Cola Company exists to benefit and refresh everyone it touches.

For us, Quality is more than just something we taste or see or measure. It shows in our
every action. We relentlessly strive to exceed the world's ever-changing expectations
because keeping our Quality promise in the marketplace is our highest business objective
and our enduring obligation.

Consumers across the globe choose our brand of refreshment more than a billion times
every day because Coca-Cola is...
 The Symbol of Quality

Customer and Consumer Satisfaction

Responsible Citizen of the World

Marketing Strategy

Company has adopted a new strategy to get maximum sales and market share. This
practice of increasing volume was given the name of RED, which means Right
Execution Daily. Company thinks that by activation, volume will increase, and if
volume increases profit will automatically come. According to this new strategy of
Marketing, company will focus on its products through merchandising equipment at
different outlet across the town. To fulfill its motto, company has appointed Market
Developers, who goes out in the market according to the area given to them; Check
Company’s merchandising materials, Check the purity of the Visi Coolers and take
the correct measures and give report to there supervisors. The cheek is being done on
several basis which are:

1. Is Company’s Visi Cooler present?

2. Is the Visi Cooler as per standard?
3. Is the graphic of Visi Cooler ok?
4. Is Visi Cooler kept on prime position?
5. Is Visi Cooler in a working condition?
6. Is the light of Visi Cooler working?
 7. Is the Visi Cooler pure?
8. Is the product of Coca-Cola kept in a specified brand order?
9. Are Cola + 3 present inside the Visi Cooler?
10. Are Pet products available?
11. Is there any price communication?
12. Is there any counter display of PET product?

Assurance & Control

Meeting International Certifications Of Assurance

Coca-Cola ensures that the world’s most acknowledged Quality Assurance mechanisms
have tested your drink before you taste your favourite beverage. The Coca-Cola quality
system Assurance layer meets the intent of international standards ISO 9001:2000, ISO
14001 and OHSAS 18001. SGS and Lloyds of London, internationally recognized
registrars, benchmarked The Coca-Cola Quality System against ISO 9001:2000(Quality)
and ISO 14001 (Environmental)
Systems That Have Controlled Quality Over A Century

The testing and inspection requirements, which have been part of the Company’s day-to-
day operations for more than 100 years are strictly adhered to. The operations Division of
Coca-Cola India is governing and supporting each of its bottling units so as to enable
them produce world-class products. The entire system of The Coca-Cola Company is
applicable throughout the bottling operations and is supported with the same technical
and quality tools, systems, procedures and standards. We guarantee that each operation
must achieve the exactly the same end results.

Science behind our quality

A Tour through Our Scientific Manufacturing Processes

The Coca-Cola Company ensures the supreme quality of its beverages by employing
globally accepted and validated manufacturing processes and Quality Management
Systems. Let us now take you through the processes and Quality Assurance Programs
followed by our world-class manufacturing facilities in India
Testing Source Water For Plant Site Selection

The site for our manufacturing plants are finalized only after the source water has been
tested for all requirements of potable water. The analysis is always conducted by
independent third party accredited laboratories. The source water is then properly
protected and re-tested periodically to ensure that it conforms to international standards.

The water is then drawn through sealed pipelines into the storage tanks placed in secured
water treatment areas of the manufacturing plant.

Water Treatment - Know the Chemistry Of Purity

1. The first step in the process of manufacturing

soft drinks is to disinfect the

water using globally approved chlorination procedures. This ensures that

all micro-organisms including pathogens are destroyed. It also removes
organic and inorganic impurities caused by oxidation of heavy metal ions.

2. The second step is the filtration at the molecular level, which is achieved
either by coagulation/flocculation or reverse osmosis. Contaminants
commonly removed by this process include:
Dirt, clay and any other suspended matter in the water. Microbial
matter (including bacteria, yeast, moulds, virus,
V protozoa).
Heavy metals and compounds which may cause an off-taste. When
coagulation/flocculation is used, colloidal materials and suspended
particles are removed by settling plus enhanced filtration through multi-
media. If needed, alkalinity reduction may also be achieved by lime
softening or ion exchange filters.
 The third step to stop potential contaminants is water purification using
granular activated carbon filters. The granular activated carbon, with its
large and porous surface area, ensures effective

3. Removal of trace levels of organic compounds (including pesticides and

herbicides), colour, off-taste and odour-causing compounds using the
principle of absorption.

4. The last step is polishing filtration, which is passing water through high
efficiency 5-micron filters to ensure every drop of treated water is free
from any activated carbon fines and is safe for use in beverages.

The Purity Of Our Sugar Is Crystal Clear

Our sugar selection process is as stringent as our water purification process. The sugar,
bought from high-grade authorized mills, is cleaned with a globally acclaimed carbon
treatment process. A purified sugar syrup is created which is then blended with the soft
drink concentrate.

Carbon Dioxide Meeting International Purity Standards

We procure carbon-dioxide, meeting international purity standards, from authorized

suppliers. The gas then goes through stringent quality control checks before it used in the
beverage.

All the three primary ingredients used in beverage, the syrup, treated water and carbon-
dioxide, are blended as per The Coca-Cola Company's specifications
The Automated Bottling Process

We use a fully automated process to recycle the glass bottles returned from the market.
These bottles are sanitized at high temperatures with specially formulated cleaning
agents. They are then transported to the filler after a thorough visual inspection. After
they are filled, in a high-speed automated filling machine, the bottles are
capped/crowned, date coded and packed into crates/cartons.

The complete manufacturing process has a well defined and structured Quality Control
and Assurance Program.
All the manufacturing facilities employ qualified, experienced and trained professionals
for manufacturing and testing of our products.

All the bottling facilities follow the Good Manufacturing Practices requirements as
applicable to the food industry. All manufacturing equipment fulfil the stringent
requirements of GMP and sanitary design.
The entire Quality Management system of each plant is documented, managed and
continually improved through a world-wide accepted system of TCCQS (The Coca-Cola
Quality System).
Internal & External Audit Monitor Compliance Clauses

The Company also has a strong internal audit system that monitors compliance to
international and local standards. The manufacturing facilities are also audited by
accredited external audit agencies that check the
quality management standards.

This internal checks and balances system is applied in all aspects of our business and
gives us the confidence to reassure our promise to consumers every day.

At The Coca-Cola Company, we are committed to delivering high quality products to our
customers and consumers throughout the globe. In each and every sip

GOLDEN PEACOCK NATIONAL QUALITY AWARD 2004

Coca-Cola India Division President, Mr. Sanjiv Gupta (seen top, extreme right in the
photograph) receiving the Golden Peacock National Quality Award 2004 along with the
Coca-Cola team at the 15th World congress on Total Quality in Mumbai on January 14,
2005

Hindustan Coca-Cola Beverages Private Limited, Dasna unit, bags the "Golden
Peacock Environment Management Award 2004"

The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious "Golden
Peacock Environment Management Award - 2004 (GPEMA- 2004)" for excellent
environment practices and effective control of environmental impact.
The Dasna unit won this award in the Food & Beverage Industry category for its
environment practices among hundreds of entries received from across the country. The
annual award winner is decided on the basis of a rigorous assessment procedure, which
includes a visit to the facility by a team of experts.

Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO, Coca-Cola
India said, "We are proud to win this coveted award. At Coca-Cola we are committed to
preserve, protect and enhance the environment and this simple belief guides us in
everything that we do. We will continue to further improve our systems and are confident
of making a significant positive impact on our environment in times to come."

The award will be formally presented to the company shortly by Institute of Directors, an
independent body that recognizes the achievements of manufacturing units under the
categories of Environment, Quality and Corporate Governance, in association with World
Environment Foundation (WEF), at an official function during the 6th World Congress
on Environment Management.

The Dasna plant achieved this distinction by adhering to The Coca-Cola Company's
internal global quality program called The Coca-Cola Quality System (TCCQS). TCCQS
not only covers environment management, but also takes into consideration other
business aspects such as safety and loss Prevention (SLP), product quality, packaging
quality, process capability improvement and customer satisfaction. Strict compliance
with TCCQS, often rated as a programme equivalent to the internationally reputed ISO
14001 System, has also enabled all the company-owned bottling plants in the country to
successfully get the coveted ISO 14001 Certification from Det Norske Veritas (DNV).

The award has been granted after a thorough evaluation of Dasna plant's compliance with
a WEF prescribed program assessment format over a period of 1 year from 1st April
2003 to 31st Mach 2004 during which several environmental performance indicators
were monitored and evaluated according to WEF's stringent parameters: energy use,
water use, wastewater discharge, compliance with Government regulations and resource
utilization. GPEMA has been instituted by the Institute of Directors in association with
World Environment Foundation (WEF) and is designed to encourage and recognize
effective implementation of environment management system. The award is given both in
manufacturing and service sectors.

All India Division COBO's are now ISO 14001 certified

All 25 of the India Division's Company-owned bottling plants have gained the
international standard ISO 14001 Environment Management System certificate.

The ISO 14001 certificate is the internationally recognized standard of Environmental

Management.

A company must demonstrate management commitment, the total involvement of all

employees and a compliance with applicable regulatory and internal company standards.

The Company started its compliance effort in February, 2002 and the Bidadi plant near
Bangalore in the southern State of Karnataka was the first plant to receive this prestigious

accreditation in January 2003.

Strict division compliance with the eKO system ensured that the bottling plants were
ready to meet the tough evaluation criteria and standards of the ISO auditors.

After only 15 months, when certifying agency Det Norske Veritas completed its audit and
granted the ISO certification to the Patna plant in eastern State of Bihar, every plant in
the Company owned bottling system held the coveted certificate.

"We have been able to achieve this due the unwavering commitment and belief
demonstrated by all our associates in protecting, preserving and enhancing the
environment," says India Division President Sanjiv Gupta.

The India Division Environment Resource Management team guided the plant teams in
implementing systems that helped fulfill the requirements of the ISO Certifying system.
Strict division compliance with the eKO system ensured that the bottling plants were
ready to meet the tough evaluation criteria and standards of the ISO auditors.

The environment management system has resulted in other significant business benefits,
including conservation of resources, increased productivity and reduction of overall
wastages.

The Division is now working hard to extend the ISO footprint across the entire franchisee
owned bottling system as well.
Vijayawada, March 13, 2004: Hindustan Coca-Cola Beverages Private Limited
(HCCBPL) announced that its Atmakuru unit in Guntur District, Andhra Pradesh has
been awarded the prestigious "Golden Peacock National Quality Award 2003" for
excellent quality standards, high productivity and Community relationships. The award
was given to the company by The Institute of Directors, (IOD) Delhi, an independent
body constituted by eminent industrialists, bureaucrats among others and recognises the
achievements of manufacturing units under the categories of Environment, Quality and
Corporate Governance.

The Atmakuru unit has been judged as the best plant in the Medium Manufacturing
category for Food and Beverage Industry encompassing under Quality processes, among
272 entries received from across the country. The annual award winner is decided using a
long assessment procedure, which also includes a visit to the facility by a team of experts
from IOD.

Commenting on the Award Mr.Ashok Namboodiri - Area General Manager, HCCBPL,

said "We are proud to have received this coveted award. At Coca-Cola, Quality is more
than just something we taste or see or measure. It shows in our every action. We
relentlessly strive to exceed the world's ever-changing expectations because keeping our
Quality promise in the marketplace is our highest business objective and our enduring
obligation."

The unit has received many awards and recognitions for its achievements and
performance. The Pollution Control Board and Government of Andhra Pradesh awarded
"Excellence in Water Conservation and Pollution Control" to the Atmakuru unit in 2003.

The unit certified for ISO 9001, ISO 14001 and is in the final stages of getting certified
for Food Safety Management System (HACCP) from accredited Certification agency
DNV.
The Coca-Cola Company exists to benefit and refresh everyone it touches

The basic propositions of our business are simple, solid and timeless. When we bring
refreshment, value, joy fun to our stakeholders, then we successfully nurture and protect
our brands, particularly Coca-Cola. That is key to fulfilling our ultimate obligation to
provide consistently attractive returns to the owners to our business.
Recommendation and Suggestion.

1. There is a need to conduct a training program on sales-men ship for the grocery
shop owners. It is essential keeping in view that most of the grocery shop owners
do not have essential salesmen skills. It is universally acceptable by the Marketing
guru’s such as Philip Kotler , that poor sales-men skills do affect the sales figure
of the company.It is also necessary in the light of stiff competition which Coca-
cola has with Pepsi.

(This job of conducting a program on sales-men ship may be assigned to an out

side Management consultant. Soon it is done; it will benefit the coca-cola
company to get rich benefits.)

2. In most of the grocery shops, it was found during survey at Gwalior, that grocery
shop owners don’t have essential good display skills.
Marketing expert’s beliefs that good display of commodity does help in attracting
the customer besides improving the sales of the Products. To our surprise, we
found that none of the grocery shop owner has internal decoration skills of the
shop; they cannot distinguish in keeping other grocery items and coca-cola
products.

(It is suggested that program covering essential tips on shop display may be
carried out by an outside consultant in consultation with Marketing Manager and
Sales Manager of The Hindustan Coca-Cola Beverage Pvt. Ltd. This should cover
all shop keepers keeping coca-cola product at Gwalior.)

3. It is a high time to introduce an award and title “BEST OUTLET

AWARD”. Certain dimension to access a shop owner for this could be:
 i) Sales
ii) Display
iii) Interest in selling Coca-Cola product.
iv) Proud on selling
v) Increase in sales continuously.

4. There is a need to introduce a scheme of Intensive Award whereby the shop

owner selected for this award will be allowed to visit Brindavan agro pvt. ltd.head
office at Gurgaon.

This will help other shop owners to follow the example of awarded shop owners.
This should be followed by the publication of the visit of these shop owners of
different regions in India in the journal of Brindavan agro pvt. Ltd.

5. There is a need to create decoration corners at strategies location of and Gwalior

and also on highway’s. This decorative corner of the company should not only
display the products of Coca-Cola Company but also give some experience of
common consumers of Coca-Cola product.

6. A task force may be set up in and Gwalior to find out the “Fast moving and slow
moving” product of Brindavan agro pvt. Ltd.

(In this an out side management consultant should be given the task with a limited
time frame.)

7. The cold drinks especially the Coca-Cola Company are not only popular in urban
areas but also slowly-slowly penetrating into rural areas at a rapid pace. In fact
 Brindavan agro pvt. ltd.should learn from the experience of ITC Ltd. who
introduced the concept of “CHOUPALS” to popularize its products. They belief
that there is a good potential in rural area to popularize Coca- Cola products.
Also when a rural person consumes soft drinks, other perceives it with pride. This
reflects the tremendous potential to push sales of Coca-Cola products in rural
areas .

8. During the survey, it was seen that most of the outlet owners were complaining of
shortage of products such as Maaza and Coke during peak season. Maaza has
been able to gain an upper hand in the juice segment as compared to its counter
part i.e. Frooti and Slice. But due to the short supply, the company is loosing its
revenue as well as customer base. So it should be seen that a proper stock should
be maintained in advance during peak season i.e. summer.

9. If possible, the company should carry out on a testing basis the idea of selling
through vendors as is done by Dairyman, Quality and Other Ice-Cream company
seeing the cost benefit analysis.
 CONCLUSION

Coca cola in Gwalior is very successful. Its marketing strategy is also good. In my
summer trainings project i met with a number of retailers of coca cola and i found there
is a good market of coca cola and for its other brands also in Gwalior . coca cola is
providing the proper schemes to the retailers of Gwalior. I found there marketing strategy
which is based on right execution daily plan (RED) which is very effective and creates a
positive image of coca cola’s brand. The distribution channel is also working properly
according to company’s norms which is helping to the sales executives and market
developers of Gwalior in order to fulfill the demand of the retailers . The most important
thing which i found, people are aware about the coca cola and its different brand.
 BIBLIOGRAPHY

 Brochure of Coca-Cola India, published by Corporate Affairs, Coca-Cola India.

 Kotler Philip, Marketing Management.
 Schiffman, L.G. and Kanuk, L.L. Consumer Behaviour.
 Personal interview of Distributors and Retailers (Grocery Shop Owners).
 Website: www.cokeindialimited.com
 ANNEXURE-I

QUESTIONNAIRE

Dear…………………

As a M.B.A Student of B.V.M. College of Technology & Management,

Gwalior, I am doing a summer project on “BRAND ESTABILISHMENT &
QUALITY”.

I request you to kindly spend few minutes to fill up the following questions.

Your feedback will help Brindavan Agro Pvt. Ltd. to take necessary step to strength
this channel.

Kindly give your frank opinion. I assure that your feedback will be kept
“CONFIDENTIAL”, and data so collected will be used only for academic research.

Thanking you

Yours faithfully

Name of the outlet ……………………… Dinesh Singh Yadav

Address ………………………. (MBA –II Student)
Type of outlet ……………………….
(Diamond/Gold/Silver/Bronze)
Tel. No. ……………………….
Q1. Do you feel that RGB is a successful system?

YES NO

Q2. Which customer mostly prefers RGB system?

a) Daily customer
b) Credit holder
c) Flying customer
d) Who lives near the Grocery shop
e) Cant say

Q3. Which type of customer prefers PET?

a) Who purchase for future consumption

b) Who wants to consume immediately
c) Who comes in group to enjoy
d) Who organize meeting frequently at there office or house.
e) Above all

Q4. What consideration do you have while keeping Coca-Cola product in your shop?

a) Customer preference
b) Brand name
c) Investment on it
d) Profit margin
e) Scheme given by company or distributor.

Q5. According to you, for selling cola product what is most important?
a) Price
b) Awareness of people
c) Counter Display
d) Location of shop
e) Availability
Any other………………………………………. (Record verbatim)

Q6. Which company product you prefer to sale?

a) Pepsi b) Coca-Cola

Any other……………………………………………
Why…………………………………………………

Q 7. Do the market developers visit you?

a) Frequently
b) Sometimes
c) Never

Q 8. Are all the schemes are provided to you?

a) Yes
b) No