Student Name: Md.

Sahadat ullah

Batch: Fall Winter 2010-12 (ISBE-A)

ID No. D1012FWISBE-A10342-(KOL-2A-CT-2038)

ORGANIZATION: BENGAL BEVERAGES PRIVATE LIMITED (BBPL)

TITLE:

PROJECT REPORT ON MARKETING STRATEGIES ON CUSTOMER

MANAGEMENT SYSTEM FOR COCA COLA
IN
BENGAL BEVERAGES PRIVATE LIMITED (BBPL)

Ph. No. – 8860903869, 7827881877 Email: kabirmama@yahoo.co.in

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COMLPETION CERTIFICATE FROM THE COMPANY/ORGANIZATION

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 Acknowledgement

First of all I would like to place on record my gratitude to all concerned

respectable executives of ‘Bengal Beverages Private Limited (BBPL) ’of
COCACOLA for giving me this opportunity of internship which has been a
pure learning experience and which have enlightened my knowledge and skills
about the soft drink manufacturing industry.

I would also like to express my gratitude towards the ‘Indian Institute Of

Planning & Management (IIPM)’ for giving me the opportunity to undergo
Summer internship at Bengal Beverages Private Limited (BBPL) .

I am specially thankful to my mentors Mr. Samiran Choudhury (ASM) for

guidance and cooperation during this internship and in fact without their
navigational assistance life would have been very difficult as far as structuring
the projects are concerned. I would be always grateful to them for their help and
support.

Lastly but not the least I would like to thank Mr. Debopom Dey (Personal
Executive) HR dept. and Mr. Nikhilesh Bhattacharya (Training Manager) for
inducting the module of internship programmes at Bengal Beverages Private
Limited (BBPL) without which I shouldn’t have ever learnt what I had during
my internship.

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 Preface

In summer the consumption of soft drinks is more due to hot weather in this
time chilled weather is needed everywhere and everybody irrespective of age
difference. In the market people not only needed water, but they want some
taste too. Here comes the need of soft drinks: is has become an essential part of
market as people like it in addition to the bottles, now a days packages of soft
drinks i.e. Tin can, Pet Packs of i.e. Litter Canisters and dispensers are
introduced to enhance the impact in sales.

The matters curriculum is designed in such a way student can grasp maximum
knowledge and can get practical exposure to the corporate world in minimum
possible time. Business school of today realised the importance of practical
knowledge over the theoretical base.

The research report is necessary for the partial fulfilment of Masters curriculum
and it provides an opportunity to the student in understanding the industry with
special emphasis on the development of skills in analyzing and interpreting
practical problems through the application of management theories and
techniques.

It is a new platform of learning through practical experience, which incorporate

survey and practical analysis. It gives the learner an opportunity to relate the
theory with the practice, to rest the validity and applicability of his classroom
learning against real life business situation.

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TABEL OF CONTENTS

S.No. CONTENTS
1. Executive Summary
2. Introduction
3. Research Objectives and methodology
4. Sector Overview
5. Manifesto for Growth
6. Types of Bottling operations
7. Business Model l Of Coca-Cola
8. Coca-Cola Products
9. Management At A Glance
10. Vision 2020
11. Company Overview
12. Visit To A Plant
13. Products Of BBPL(Bengal Beverages Pvt. Ltd.)
14. SWOT Analysis
15. Comparative Positions
16. Financial Analysis
17. Questionnaire Preparation for Primary Data
18. Primary Findings and Analysis
19. An Assessment of the Internship
20. Conclusions and Recommendations
21. Illustrations and Annexure

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22. Bibliography

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 1. EXECUTIVE SUMMARY

Coca-Cola, the product that has given its best-known taste as born in Atlanta,
Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading
manufacturer, marketer and distributor of non-alcoholic beverage concentrates
and syrups, used to produce nearly 400 brands. It sells beverage concentrates
and syrups to bottling and canning operator, distributors, fountain retailers,
fountain wholesalers.

Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the

year 1886 in Atlanta, Georgia when he concocted caramel-coloured syrup in a
three legged brass kettle in his backyard. He first “distributed” the product by
carrying it in a jug down the street to Jacob’s Pharmacy and customers bought
the drink for five cents at a soda fountain.

Carbonated water as teamed with the ne syrup, whether by accident or

otherwise, producing a drink that was proclaimed “delicious and refreshing”, a
theme that continues to echo today wherever Coca-Cola is enjoyed. Coca-Cola
originated as a soda fountain beverage in 1886 selling for five cents a glass.
Early growth was impressive, but it was only when a strong bottling system
develop that Coca-Cola become the world famous brand it is today. Coca-Cola
was the leading soft drink brand in India until 1977, when it left rather than
reveal it’s formula to the Government and reduce it’s equity stake as required
under the Foreign Regulation Act (FERA) which governed the operations of
foreign companies in India.

In the new liberalized and deregulated environment in 1993, Coca-Cola made

its re-entry into India. Now it has about 25 own bottling operations, 18
franchisee own bottling units and 8 contract packaging operation across the
India. Bengal Beverages Private limited of West Bengal is a leading franchisee
own bottling operation (FOBO) of the eastern region of the country.

The main objective of the study lies in understanding the organization and
studying the market of the SSD (Sparkling Soft Drinks) brands by Coca-Cola
and understanding the consumer’s perception and opinion about the products,
with more inclination towards the study of market of juices, soft drink,
packaged water and respective competitor’s analysis.

This report will also give insight the company’s norms to maintain standards,
the production process, their strategies to keep up with their retailers, companies
approach to the sales of SSD and most importantly this report will provide an

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opportunity to know the psychographic needs of the retailers which in turn
shows the company an avenue to create good future plans. This report will
provide detail information about prevailing market competition and thus prepare
itself to meet the market challenge by making adjustments in its new strategy
and promotional activity.

The project begins with in-depth interview with the owner of retail outlets, as
primary source, to extract the reality on ground level about “retailer’s
psychology’ as our distributors and “competitor’s position and strategy”. The
third need was to know the psychographic needs of our customers, which was
achieved by feedback/questionnaire process among 100 to 150 retailers and the
end level consumers. The conclusion drawn from the quantitative analysis of
data via graphs and open ended feedbacks, are represented in under the tag of
gap analysis/grievances and implications/suggestions.

We will like to add that the project will provide the readers and listeners very
high profile information about the marketing strategies as a whole and also
about the Coca Cola Company. Therefore the company is the market leader
among all beverages in 21st century.

In the end we hope that the project will result very profitable for the readers
and Coca Cola. Your feedback in the end either critical or substantial will be
very highly appreciated

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 2. INTRODUCTION

A Brief Insight – The FMCG Industry I India.

Fast moving consumer goods (FMCG), also known as Consumer Packaged

Goods (CPG) are products that have a quick turnover and relatively low cost.
Consumers generally put less thought into the purchase of FMCG than they do
for other product,.

The Indian FMCG industry witnessed significant changes through the 1990s.
Many players had been facing severe problems on account of increased
competition from small and regional players and from slow growth across it’s
various product categories. As a result, most of the companies were forced to
revamp their product, marketing, distribution and custom service strategies to
strengthen their position in the market.

By the turn of 20’th century, the face of the Indian FMCG industry had change
significantly. With the liberalization and growth of the Indian economy the
Indian customer witnessed an increasing exposure to new domestic and foreign
products through different media, such as television and the internet. Apart from
this social changes such as increase in the number of nuclear families and the
growing number of working couples resulting in increase spending power also
contributed to the increase in the Indian consumers’ personal consumption. The
realization of the customer’s growing awareness and the need to meet changing
requirements and preferences on account on changing lifestyle required the
FMCG producing companies to formulate customer centric strategies. These
changes had a positive impact, leading to the rapid growth in the FMCG
industry. Increase availability of retail space, rapid urbanization and qualified
man power also boosted the growth of the organised retailing sector.

Though the absolute profit made on FMCG products is relatively small, they
generally sell in large numbers and so the cumulative profit on such products
can be large. Unlike some industries, such as automobiles, computers and
airlines, FMCG doesn’t suffer from mass lay-offs every time the economy
starts to dip. A person may put off buying a car but he will not put off having his
dinner.

Unlike other economic sectors, FMCG share float in a steady manner respective
of global market dip, because they generally satisfy rather fundamental, as
opposed to luxurious needs. The FMCG sector, which is growing at the rate of
9% is the forth largest sector in the Indian economy and it’s worth rupees
93000crores. The main contributor, making of 32% of the sector , is the south

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Indian region. It is predicted that in the year 2010, the FMCG sector will be
worth Rs. 143000 crores. The sector being one of the biggest sector s of the
Indian economy provides up to 4millon jobs.

The FMCG sector consists of the following categories:

1. Personal Care- Oral Care, Hair care, Wash(Soaps), Cosmetics and

toiletries, Deodorants and perfumes, Paper product(Tissues, Diapers,
Sanitary Products) and Shoe Care. The major players being – Hindustan
Unilever Ltd. , Godrej Soaps, Colgate Marico, Dabur and Procter &
Gamble.

2. Household Care - Fabric Wash(Laundry soaps and synthetic detergents),

Household cleaners(Dish/Utensil/Floor/Toilet cleaners), Air fresheners,
Insecticides and Mosquito Repellents, Metal polish and furnirture polish.
The major players being – HUL, Nirma, Ricket Benkijol.

3. Branded and Packaged foods and beverages- Health beverages, Soft

drinks, Staples/Cereals, Bakery Products(Biscuits, Breads, Cakes), Snack
Foods, Chocolates, Ice-creams, Tea, Coffey, Processed Fruits, Processed
vegetable, Processed Meats, Branded Flour, Bottled water, Branded Rice,
Branded Sugar, Juices. The major players being – HUL, Nestle, Coca-
Cola, Cadbury, Pepsi and Dabur.

4. Spirits and tobacco- The major players being- ITC, Godfrey, Philips and
UB.

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Beverage industry in India; a brief insight:-

In India, beverages form an important part of the lives of people. It is an

industry, in which the players constantly innovate, in order to come up with
better products to gain more consumers and satisfy the existing consumers.

The soft-drink industry comprises companies that manufacture non-alcoholic

beverages and carbonated mineral waters or concentrates and syrups for the
manufacture of carbonated beverages.

Non-alcoholic soft drink beverage market can be divided into fruit drinks and
soft drinks. Soft drinks can be further divided into carbonated and non-
carbonated drinks. Cola, lemon and oranges are carbonated drinks while mango
drinks come under non carbonated category.
Cola products account for over 60% of the total soft drink market and include
popular brands such as Coca-Cola, Pepsi, and Thumps up etc. Non-cola
segment constitutes for over 35% of the market.

Types of Alcoholic Non Alcoholic Hot & cold Others

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 beverages
Non Alcoholic
wine, apple-
Tea, coffee,
Beer, cider, squash, Milk,
Examples iced tea,
champagne etc. lemonade, soup
cold coffee
juices,
carbonated
THE TYPES OF BEVERAGES (WIKIPEDIA, 2010)

Flavoured carbonated beverages, or soft drinks, were developed by apothecaries

And chemists in the early nineteenth century by the addition of flavoured
Syrups to fountain dispensed carbonated water. The introduction of proprietary
Flavours began in the late 1880s. Charles H. Hires introduced his root beer
extract
In 1876, Vernors’s Ginger Ale was marketed by James Vernor in 1880, R. S.
Lazen by perfected the formula for Dr. Pepper in 1885, and John S. Pemberton
Developed the formula for Coca-Cola in 1886.Brad’s Drink was introduced in
1896 and was later renamed Pepsi-Cola in 1898.

The per capita consumption of soft drinks in India is among the lowest in the
world - 5 bottles per annum compared to the 800 bottles per annum in the USA.
Delhi reports highest per capita consumption in the country, 50 bottles per
annum. The consumption of PET bottles is more in the urban areas [75% of
total PET bottle (plastic bottles) consumption] whereas the sales of 200ml
bottles were higher in the rural areas. According to a survey, 91% of the soft
drink consumption in India is in the lower, lower middle and upper middle class
section.
Last one century witnessed the entry of various soft drink companies but only
few of them were able to survive. The major among them are COKE and

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PEPSI. These are the only two companies that has shared the whole market
between them and left a very small share for the remaining ones. This made the
word cola drink synonymous to the word soft drink.

Entry Barriers in Beverage Market

What are the factors that made the soft drink market a duopoly market?
The several factors that make it very difficult for the competition to enter the
soft drink market include:
The factors that made the duopoly soft drink market and that make it very
difficult for the competition to enter the soft drink market include:
Network Bottling:
Both Coke and PepsiCo have franchisee agreements with their existing bottler’s
who have rights in a certain geographic area in perpetuity. These agreements
prohibit bottler’s from taking on new competing brands for similar products.
Also, with the recent consolidation among the bottler’s and the backward
integration with both Coke and Pepsi buying significant percent of bottling
companies, it is very difficult for a firm entering to find bottler’s willing to
distribute their product.
The other approach to try and build their bottling plants would be very capital-
intensive effort with new efficient plant capital requirements in 2011 being more
than $ 1.6 billon per annum.

Advertising Spend:
The advertising and marketing spend in the industry is very high by Coke, Pepsi
and their bottler’s. This makes it extremely difficult for an entrant to compete
with the incumbents and gain any visibility.

Brand Image / Loyalty:

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Coke and Pepsi have a long history of heavy advertising and this has earned
them huge amount of brand equity and loyal customer’s all over the world. This
makes it virtually impossible for a new entrant to match this scale in this market
place.

Fear of Retaliation:
To enter into a market with entrenched rival behemoths like Pepsi and Coke is
not easy as it could lead to price wars which would affect the new comer.

Retailer Shelf Space (Retail Distribution):

Retailers enjoy significant margins of 15-20% on these soft drinks for the shelf
space they offer. These margins are quite significant for their bottom-line. This
makes it tough for the new entrants to convince retailers to carry/substitute their
new products for Coke and Pepsi.

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 3. RESEARCH OBJECTIVES AND METHOLOGY

 The main objective of this study lies in studying and understanding the
techniques of “New dealership activation Process” in the diversified
market.
 To find out the difficulties to create new dealership and sort out the
remedies for difficulties.
 Comparative analysis among brand packages, views of the customers.

Methodology
The selection of the research method is crucial for the conclusions as it affects
what we have to say about the cause and factors influencing the project work. It
was important to choose a research method which was within the limits of what
could be done. Time, feasibility, ethics and availability to measure the
phenomenon correctly were issues constraining the project work. Research was
conducted in MEMARI, a city of Burdwan District, West Bengal, India.

Instrument
Two different questionnaires was devised to carry out one for Consumers and
other for Retailers.

Sources of Data
1.) Primary Sources
The sample consists of students, employees, people on the streets and retailers.
Various measurable factors were identified. Based on these variables, primary
sources were identified.

2.) Secondary Sources

It was collected from the employees and HR of the company; they provided

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various information about the company “Bengal Beverage Pvt. Ltd.(BBPL),
which really helped in gathering the information.

QUESTIONNAIRE DESIGN
First of all for designing the questionnaire, there are scaling techniques
available like:
1) Comparative Scales.
a) Paired Comparison
b) Rank order
c) Constant Sum
d) Other Techniques
2) Non – Comparative Scales
a) Continuous Rating Scales
b) Itemized Rating Scales
 Likert Scale
 Semantic Differential Scale
 Staple

Out of all these mentioned techniques for designing the questionnaire, I have
opted for Comparative Scale Technique since this way it becomes much more
easy for answering the questions and also the context in which the questions
have been asked, gets delivered across to the other party easily. And thus we can
analyze the responses in a better way.

And to obtain the graphical view of the responses being generated, we have
used the Bar graph and Pie chart analysis, since it also helped in doing
justification to the responses being gathered from the sample, as it again clearly
becomes visible that how much percentage of customers agree with which
question being asked and thus accordingly a collective percentage of the

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participants, really helped us to gather/ conclude our findings in a more
effective and an efficient manner.

Method of Data Collection

Data collection means gathering information to address those critical evaluation
questions that were identified earlier in the evaluation process. Data was
collected by conducting opinion surveys by filling out questionnaires on paper
and on internet.
Data Collection:
The data was collected through survey.

Consumers
Number of consumers who were survey – 100
Number of responses through email – 25
Number of responses obtained by personal interview – 75

Retailers
Number of retailer who were survey through personal interview – 100

Sampling
Sampling involves selecting units from a population of interest so that by
studying the sample one can fairly generalize the results back to the population
from which they were chosen. In the present course work, convenience
sampling was used and an aggregate sample size of 100 consumers was
considered.

Sampling technique

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Sample Type: “Non Probabilistic” Convenience sampling was followed.
Convenience sampling is used in exploratory research where the researcher is
interested in getting an inexpensive approximation of the truth. As the name
implies, the sample is selected as per the convenience
Sample size: 100

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

Coca-Cola, the product that has given the world its best- known taste was born
in Atlanta, Georgia on May 8, 1886. Coca-Cola Company is the world’s leading
manufacturer, Marketer and distributor of Type Public(NYSE:KO)
Industry Beverage
non-alcoholic beverage concentrates and Founded 1886, USA
syrups, used to produce nearly 400 Headquarters Atlanta, Georgia ,
USA
beverage brands. The corporate Area served Worldwide
Key People Muhtar Kent
headquarters are in Atlanta, with local (Chairman and
CEO)
operations in over 200 countries around the
Products Coca Cola
world. The Coca-Cola Company began Carbonated Soft
Drinks
building its global network in the Water
Other non alcoholic
1920s.Coca-Cola system has successfully beverages
applied a formula on a global scale Employees 92,400 (October
2009)
“Provide a moment of refreshment for small Website KO.com 
amount of money a billion times a day”.

When launched Coca-Cola two key ingredients were

cocaine (benzoyl methyl ecgonine) and caffeine.
The cocaine was derived from the coca leaf and the

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caffeine from kola nut, leading to the name Coca-Cola (the "K" in Kola was
replaced with a "C" for marketing purposes Coca-Cola often referred to simply
as Coke (a registered trademark of The Coca-Cola Company in the United
States since March 27, 1944)was invented in May 1886 by Dr. John Stith
Pemberton in Atlanta, Georgia. The name "Coca-Cola" was suggested by Dr.
Pemberton's bookkeeper, Frank Robinson. He penned the name Coca-Cola in
the flowing script that is famous today.
Coca-Cola was first sold at a soda fountain in Jacob's Pharmacy in Atlanta by
Willis Venable. 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. The company was formed to sell three main
products: Pemberton's French Wine Cola (later known as Coca-Cola),
Pemberton's Indian Queen Hair Dye, and Pemberton's Globe Flower Cough
Syrup.[The Coca-Cola formula and brand was bought in 1889 by Asa Candler
who incorporated The Coca-Cola Company in 1892.

In 1892 Candler incorporated a second

company, The Coca-Cola Company (the
current corporation), Coca-Cola was sold
in bottles for the first time on March 12,
1894. The first Outdoor wall
advertisement was painted in the same

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year as well in Cartersville, Georgia. CAN of Coke first appeared in 1955. On
February 7, 2005, the Coca-Cola Company announced that in the second quarter
of 2005 they planned to launch a Diet Coke product sweetened with the
artificial sweetener sucralose, 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. On July
5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the
first time since the Arab League boycotted the company in 1968. In India,
Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink
ThumsUp. The Coca-Cola Company purchased Thums Up in 1993. As of 2004,
Coca-Cola held a 60.9% market-share in India.

Coca-Cola was the first commercial sponsor of the Olympic

games, at the 1928 games in Amsterdam, and has been an
Olympics sponsor ever since. Special aluminium bottle
designed exclusively for the Vancouver 2010 Olympic
Winter Games Torch Relay.
This corporate sponsorship included the 1996 Summer
Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight its
hometown.
Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other
competitions organized by FIFA. In fact, one FIFA tournament trophy, the FIFA
World Youth Championship from Tunisia in 1977 to Malaysia in 1997, was
called "FIFA — Coca Cola Cup".

In 2010 it was announced that Coca-Cola had become the first brand to top £1
billion in annual UK grocery sales

Ingredients

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  Carbonated water

 Sugar (sucrose or high-fructose corn syrup depending on country of

origin)

 Caffeine

 Phosphoric acid v. Caramel (E150d)

 Natural flavourings

A Can of Coke (12 fl ounces/355ml) has 39 grams

of carbohydrates (all from sugar, approximately 10
teaspoons), 50 mg of sodium, 0 grams fat, 0 grams potassium,140calorie.

Formula of natural flavourings

The exact formula of Coca-Cola's natural flavourings (but not its other
ingredients which are listed on the side of the bottle or can) is a trade secret. The
original copy of the formula is held in SunTrust Bank's main vault in Atlanta. Its
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.

The 1’st Logo..

The famous Coca-Cola logo was created by John Pemberton's bookkeeper,

Frank Mason Robinson, in 1885. Robinson came up with the name and chose

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the

logo's distinctive cursive script. The typeface used, known as Spencerian script,
was developed in the mid 19th century and was the dominant form of formal
handwriting in the United States during that period.

Robinson also played a significant role in early Coca-Cola advertising. His

promotional suggestions to Pemberton included giving away thousands of free
drink coupons and plastering the city of Atlanta with publicity banners and
streetcar signs.

The World’s Most Powerful Brand

Inter-brand’s Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand
in the World, estimated its brand value at $70.45 billion .The ranking’s
methodology determined a brand’s valuation on the basis of how much it was
likely to earn in the future, distilling the percentage of revenues that could be
credited to the brand, and assessing the brand’s strength to determine the risk of
future earnings forecasts. Considerations included market leadership, stability,
and global reach, incorporating its ability to cross both geographical and
cultural borders.

From the beginning, Coke understood the importance of branding and the

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creation of a distinct personality. Its catchy, well-liked slogans (“It’s the real
thing” (1942, 1969), “Things go better with Coke” (1963), “Coke is it” (1982),
“Can’t beat the Feeling” (1987), and a 1992 return to “Can’t beat the real
thing”) linked that personality to the core values of each generation and
established Coke as the authentic, relevant, and trusted refreshment of choice
across the decades and around the globe.

5. MANIFESTO FOR GROWTH

The world is changing all around us. To continue to thrive as a business oer the
next ten years and beyond, we must look ahead, understand the trends and
forces that will shape our business in the future and move swiftly to prepare for
what’s to come. The company must get ready for tomorrow at today. That’s
what 2020’s vision is all about. It creates a long-term destination for our
business and provides us with a “Road-Map” for winning along with the
bottling partners,

MISSION:-
 To Refresh the world ------- In body, Mind and Spirite.
 To Inspire Moments of Optimism....... Through our brands and our
actions.
 To Create Value and Make a Differnces.....Everywhere we engage.

VISION:-
To achieve sustainable growth, we have established a vision with clear goals.
 Profit - Maximizing return to shareowners while being mindful of our
overall responsibilities.

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  People - Being a great place to work where people are inspired to be the
best they can be.
 Portfolio - Bringing to the world portfolios of beverage brands that
anticipate satisfy peoples; desires and needs.
 Partners - Nurturing a winning network of partners and building mutual
loyalty
 Planet - Being a responsible global citizen that makes a difference.
VALUES:-
Our values serve as a compass for our actions and describe how we behave in
the world.
 Leadership - The courage to shape a better future.

 Collaboration - Leverage collective genius.

 Integrity - Be real.

 Accountability - If it is to be, it's up to me.

 Passion - Committed in heart and mind .

 Diversity - As inclusive as our brands.

 Quality - What we do, we do well.

Focus on the Market 

• Focus on needs of our consumers, customers and franchise partners

• Get out into the market and listen, observe and learn
• Possess a world view
• Focus on execution in the marketplace every day
• Be insatiably curious

Work Smart

• Act with urgency

• Remain responsive to change
• Have the courage to change course when needed

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• Remain constructively discontent
• Work efficiently

Act Like Owners

• Be accountable for our actions and inactions

• Steward system assets and focus on building value
• Reward our people for taking risks and finding better ways to solve problems
• Learn from our outcomes -- what worked and what didn’t

Be The BRAND

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 6. TYPES OF BOTTOLING OPERATION:
A) FOBO – Franchised owned bottling operations.
B) COBO – Company owned bottling operations.
Another type is – contract packaging operations which is least type.

LOCATIONS OF COBO, FOBO & CONTRACT PACKAGING IN INDIA

Franchised production model

In 1899, it franchised its bottling operations in the U.S.,
growing quickly to reach 370 franchisees by 1910.The company operates a
franchised distribution system dating from 1889 where The Coca-Cola
Company only produces syrup concentrate which is then sold to various bottlers
throughout the world who hold an exclusive territory.

The company produces concentrate, which is then sold to licensed Coca-Cola

bottlers throughout the world. The bottlers, who hold territorially exclusive
contracts with the company, produce finished product in cans and bottles from
the concentrate in combination with filtered water and sweeteners. The bottlers
then sell, distribute and merchandise Coca-Cola to retail stores and vending
machines. Such bottlers include Coca-Cola Enterprises, which is the largest
single Coca-Cola bottler in North America and Western Europe. The Coca-Cola

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Company also sells concentrate for soda fountains to major restaurants and food
service distributors.

In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces

(or produce) syrup concentrate which is then sold to various bottlers throughout
the world who hold a Coca-Cola franchise. Coca-Cola bottlers, who hold
territorially exclusive contracts with the company, produce finished product in
cans and bottles from the concentrate in combination with filtered water and
sweeteners. The bottlers then sell, distribute and merchandise the resulting
Coca-Cola product to retail stores, vending machines, restaurants and food
service distributors.

One notable exception to this general relationship between TCCC and bottlers is
fountain syrups in the United States, where TCCC bypasses bottlers and is
responsible for the manufacture and sale of fountain syrups directly to
authorized fountain wholesalers and some fountain retailers.

The Coca-Cola Company only produces a syrup concentrate, which it sells to

bottlers throughout the world, who hold Coca-Cola franchises for one or more
geographical areas. The bottlers produce the final drink by mixing the syrup
with filtered water and sweeteners, and then carbonate it before putting it in
cans and bottles, which the bottlers then sell and distribute to retail stores,
vending machines, restaurants and food service distributors.

The Coca-Cola Company owns minority shares in some of its largest franchises,
like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling
Company (CCHBC) and Coca-Cola FEMSA, but fully independent bottlers
produce almost half of the volume sold in the world. Independent bottlers are
allowed to sweeten the drink according to local tastes

The bottling plant in Skopje, Macedonia, received the 2009 award for "Best
Bottling Company"
Page | 27
Indian History
India is home to one of the most ancient cultures in the world dating back over
5000 years. At the beginning of the twenty-first century, twenty-six different
languages were spoken across India, 30% of the population knew English, and
greater than 40% were illiterate. At this time, the nation was in the midst of
great transition and the dichotomy between the old India and the new was stark.
Remnants of the caste system existed alongside the world’s top engineering
schools and growing metropolises as the historically agricultural economy
shifted into the services sector. In the process, India had created the world’s
largest middle class, second only to China.

A British colony since 1769 when the East India Company gained control of all
European trade in the nation, India gained its independence in 1947 under
Mahatma Ghandi and his principles of non-violence and self-reliance. In the
decades that followed, self-reliance was taken to the extreme as many Indians
believed that economic independence was necessary to be truly independent. As
a result, the economy was increasingly regulated and many sectors were
restricted to the public sector. This movement reached its peak in 1977 when the
Janta party government came to power and Coca-Cola was thrown out of the
country.

In INDIA

Coca-Cola was the leading soft drink brand in India until

1977 when it left rather than reveals its formula to the
government and reduces its equity stake as required under the Foreign
Exchange Regulation Act (FERA) which governed the operations of foreign

Page | 28
companies in India. After a 16-year absence, Coca-Cola returned to India in
1993, cementing its presence with a deal that gave Coca-Cola ownership of the
nation's top soft-drink brands and bottling network. Coke’s acquisition of local

Popular Indian brands including Thumps Up (the most trusted brand in

India21), Limca, Maaza, Citra and Gold Spot provided not only physical
manufacturing, bottling, and distribution assets but also strong consumer
preference. This combination of local and global brands enabled Coca-Cola to
exploit the benefits of global branding and global trends in tastes while also
tapping into traditional domestic markets.

Leading Indian brands joined the Company's international family of brands,

including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product
range. In 2000, the company launched the Kinley water brand and in 2001,
Shock energy drink and the powdered concentrate Sunfill hit the market. While
The Coca-Cola Company is a global company with some of the world's most
widely brands, the Coca-Cola business in India, as in each country where it
operates, is a local business.

After a 16-years absence, Coca-Cola returned to India in 1993. The Company's

presence in India was cemented in November that year in a deal that gave Coca-
Cola ownership of the nation's top soft-drink brands and bottling network.
Coca-Cola India has made significant investments to build and continually
improve its business in India, including new production facilities, wastewater
treatment plants, and distribution systems and marketing equipment

Page | 29
 During the past decade, the Coca-Cola system has invested more than US$ 1
billion in India
 Coca-Cola is one of the country's top international investors by 2003; Coca-Cola
India had won the prestigious Woodruff Cup from among 22 divisions of the
Company based on three broad parameters of volume, profitability, and quality.
 In 2003, Coca-Cola India pledged to invest a further US$100 million in its
operations
 In India, we indirectly create employment for more than 125,000 people in related
industries through our vast procurement, supply and distribution system

 Virtually all the goods and services required to produce and market Coca-Cola
locally are made in India

 The Coca-Cola
system in India
comprises 27
wholly-owned
company-owned
bottling operations and
another 17
franchisee-owned
bottling operations.
 A network of 29 contract-packers also manufactures a range of products for the
Company
 The complexity of the Indian market is reflected in the distribution fleet, which
includes 10-tonne trucks, open-bay three-wheelers that can navigate the narrow
alleyways of Indian cities, and trademarked tricycles and pushcarts.
 The complete manufacturing process had a documented quality control and
assurance program including over 400 tests performed throughout the process.
Page | 30
 We will collaborate creatively with those who sell our products in the
marketplace, developing relationships built on mutual success, not only from our
brands, but also from our services.
 Ranking: We own 4 of the world’s top 5 non-alcoholic sparkling beverage brands:
Coca-Cola, Diet Coke, Sprite and Fanta.

Oct 1993 1993 - Pune 1996

Coke relaunched Concentrate Can, PET plant
Plant started in Pune
in Agra

1998
Sept 1997
First greenfield
Acquired first bottling
plant, Ahmedabad plant, Bareilly

1997 - 1999 2000

22 Acquired, 6 COBO regions,
4 bottling 7 Greenfield
companies 1 FOBO operation

2010- 7000 local employees, 500 managers, over 60

manufacturing locations, 27 Company Owned Bottling
Operations (COBO), 17 Franchisee Owned Bottling
Operations (FOBO) and a network of 29 Contract Packers
that facilitate the manufacture process of a range of products
for the company

Page | 31
7. BUSINESS MODELS OF

Page | 32
THE COCA COLA COMPANY

Manufacturers , Concentrate
Beverage base and syrup

BOTTLER

Manufactures Finished Bottle/Can/Fountain

DISTRIBUTOR

Sales and Delivers

RETAILERS

CUSTOMERS

Page | 33
 8. COCA-COLA PRODUCTS
The Coca-Cola company offers a wide range of products to the customers
including beverages, fruit juices and bottled mineral water, The company is
always looking to innovate and come up with, either complete new products or
new ways to bottle or pack the existing drinks.

Brands of Coca-Cola

Coca-Cola Zero® has been one of the

most successful product launches in our history. In 2009,
we sold more than 600 million cases globally. Put into
perspective, that's roughly the same size as our total
business in Germany, one of our top 6 markets. As of
September 2010,Coca-Cola Zero is available in more than
130 countries.

Energy Drinks
For those with a high intensity approach to life,
Coca-Cola’s brands of Energy drinks contain
ingredients such as ginseng extract, guarana
extract, caffeine and B vitamins.

Juices / Juice drinks

We bring innovation to the goodness
of juice in Coca-Cola’s more than 2o
juices and juice drink brands, offering

Page | 34
both adults and children a nutritious, refreshing and flavourful beverages.

Soft Drinks
Coca-Cola’s dozens of soft drink brand
provides flavour and refreshment in a variety
of choices. From the original Coca-Cola to
most recent introductions, soft drinks f are both icons and innovations in the
beverage industry.

Sport Drinks
Carbohydrates, fluids and electrolytes
team together in Coca-Cola’s sport
drinks, providing rapid hydration and terrific taste for fitness-seekers at any
level.

Tea and Coffee

Bottled and Canned tea and coffees provide
consumer’s favourite drinks in convenient
take-anywhere packaging, satisfying both
traditional tea drinkers and today’s growing
coffee culture.

Water
Smooth and essential, our Waters and Water
beverages offer hydration in its purest form.

Page | 35
Other drinks
So much more than soft drinks , Coca-
Cola’s brands also include milk products, soup, and more so you can choose a
Coca-Cola product anytime, anywhere for nutrition, refreshment or other needs.

Products Of COCA-COLA INDIA

 In the Cola Section:

 In the Lemon Section:

 In the orange section:

Page | 36
 In the juice section:

 In the Soda Water and Bottled Mineral Water Section:

 In the Tonic Water Section:

 In the Tea and Coffee section:

Page | 37
Page | 38
9. Management At a glance

Page | 39
Earnings of the Company

Page | 40
Performance Of The Company

10. VISION
2020

Page | 41
11.Company Overview

Bengal Beverages Pvt. Ltd.

Type: Franchisee Own Bottling Operation(FOBO)
Geographical Position: Near ‘Durgapur Toll Plaza’
Behind Durgapur Expressway,
Dankuni, Kolkata.

Bengal Beverages Private

Limited ( BBPL) was
established in 1984 and
presently a progressive
business house in West
Bengal. The group’s first
venture was a established at
Dankuni, Kolkata in the East
Indian state of West Bengal.
The Company is engaged in the business of bottling, marketing and distribution
of aerated water under franchise agreement with the Coca-Cola Enterprise,
India.

The Managing Director and Chair person of BBPL is Mr. S.R.Goyenka. The
organization held above five thousands employees covering 6 different
departments such as Sales, HR, Shipping Dept., Distribution etc. The GM of
Sales Department is Mr. Joydeb Mukherjee. BBPL’s bottles Coca-Cola’s various
products such as Thums up, Limca, Maaza, Sprite, Nimbu Fresh, Fanta and
Page | 42
Kinley mineral water of various quantity.

ORGANIZATIONAL STRUCTURE

CEO

GENERAL
MANAGER

VICE
PRESIDENT

RED HEAD DEPUTY GM

SGA MANAGER SALES MARKETING MARKET RESEACH

MANGER MANAGER EXECUTIVE

AREA SALES
MANAGER

SR. SALES EXECUTIVE

REGIONAL
EXECUTIVE

TEAM
LEADER

MARKET Page | 43
DEVELOPER

SALESMAN
 12. VISIT TO PLANT AND UNDERSTANDING OPERATIONS IN
THE PLANT
The company has mega Greenfield bottling plants for filling soft drinks located at
Dankuni, Near Durgapur Toll Plaza, behind Durgapur expreesway, WB. India.

MANUFACTRURING PROCESS

Water is received from the 300 ft. tube-well and it passes through the water
treatment plant, further passing through the sand filter and the activated carbon
filter, so as to attain pure cleansed water.
Page | 44
In the syrup room, the concentrate received from another bottling plant situated
at Pune, is blended with the sugar syrup.
Once both the water and the final syrup are ready, they are both mixed together
and sent to the carbonator section where Carbon Dioxide is added to the mixture
to form the final product.
On the other hand, simultaneously, the returnable glass bottles are depalletized,
inspected and washed for the purpose of filling in the final product in it. This
step does not take place in the PET bottle line as the bottles once used are
disposed.
The product is finally filled in the bottles, crowned (in case of RGB)/ capped (in
case of PET bottles), labeled and cased in order to be sent into the warehouse
for distribution

INGREDIENT DELIVERY

SWEETENER
Team of professionals, work on selecting, auditing, sampling, testing, approving
and then authorizing the sugar suppliers and the list of such authorized suppliers
with approved sugar lots and along with the certificate of analysis are sent
across to all the bottling unit for procurement.

SECRET FORMULA
Created in special concentrate plants, its
delivered held and used under strict controls
to maintain its integrity and security. Each
unit of concentrate is especially identifiable to
allow the “History” of each component to be
researched at any stage of production, storage

Page | 45
or use.

CO2 FORMULA
When delivered to the plant, co2
comes in cylinders for easy delivery
and storage.
In essence co2 a colorless and odorless gas
that provides the “Fizz” for our
beverages.

WATER
Since water is a key component to all our beverages, its quality is critical. And
since public water quality varies around the world, each plant further treats the
water it uses. This means that before water is added to any of the beverages, its
rigorously filtered and cleansed.
MATERIALS
Ingredients are not the only things delivered to the plant, other materials such as
bottles, cans, labels and packaging are also delivered. Coca cola plants use
refillable glass bottles (RGB) in the production process. When bottles are
delivered to the plant, they are carefully inspected to ensure that they meet the
exacting standards. Once these have
passed initial inspection, they move on
to be washed and rinsed.

WASHING AND RINSING

To ensure quality, each bottle is washed,
sanitized and rinsed before being filled.

Page | 46
While this sounds simple, the actual steps can differ by bottling plant. In Coca
cola plants use refillable glass bottles. To ensure they meet the cleanliness
standard of the company, bottles are first hit with pre-rinse jets which remove a
dirt or debris. They are then soaked in a high temperature deep cleaning solution
that removes any remaining dirt and sanitizes them. The bottles then move to
the “Hydro wash” where they are washed again with a deep cleaning pressure
spray.

MIXING AND BLENDING

H2O AND SUGAR

Mixing and blending begins with the steps of mixing pure water with refined
sugar, which creates simple syrup. The
syrup is then measured for the correct
amount of sugar.
H2O AND SYRUP
With the syrup nearing its final state, it is
mixed with pure water, creating the
finished carbonated beverage. However,
the water and syrup must be mixed in
right ratio.

Page | 47
This is done by the beverage proportioning equipment. It accurately measures
the correct ratio for each and sends this mixture to the carbonator.

CO2 ADDING
Adding CO2 or carbon dioxide gas, it
is the final touch that carbonates the
beverages, CO2 not only give our
beverages their effervescent zest but
it also adds to the distinctive and
familiar taste everyone has come to
expect from our beverages.

CAPPING
Once filled, bottles are then capped.
Company uses different bottles, glass
bottles are usually topped with a
metal. Each cap type then moves through different parts of the machine which
ensures each cap stays scratch free and is in the right position to be precisely
placed on the bottle. The process actually stops if the detector doesn’t find a
closure. If the bottle cap isn’t just right, the beverages can become flat or be
affected in other ways. If this happens the bottle is discarded.

CODING
The bottle is now ready to be coded.
Each one of the beverages is marked
with a special code that identifies
specific information about it. The
codes simply identify the data the

Page | 48
beverages was bottled. These codes identify the date, time, batch no. and the
MRP.

INSPECTION
Company inspects bottles at
many points during the
process. With the refillable
bottles, it happens when they
are first brought into the plant.
They are also inspected after
they are washed and again after they are filled. Inspectors look for external
bottle imperfections and make sure each bottle has the right amount of
beverages. Even after filling, the plant samples bottles for analysis in its lab to
ensure quality is up to standards.

PACKAGING

Page | 49
Once the filled beverages have passed final inspection, they are ready to be
packaged for delivery.

WAREHOUSING AND DELIVERY

In order to make sure the freshest beverages possible get to you, each
warehouse must efficiently manage the thousands of beverages cases produce
each day. From the warehouse, beverages are loaded onto the distinctive trucks.

Page | 50
BRANDS IN INDIA:

Page | 51
 13. PRODUCTS OF BBPL
THUMPS- UP is a leading carbonated soft drink and most trusted
brand in India. Originally introduced in 1977, Thums Up was
acquired by The Coca-Cola Company in 1993.
 Thums Up 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.

RGB PET Can

250ml,400ml,600m
200 ml, 300 ml 330 ml
l 1.2L,1.25L,2L

Internationally, FANTA - The 'orange' drink of The Coca-

Cola Company, is seen as one of the favorite drinks since
1940's. Fanta entered the Indian market in the year 1993.
Over the years Fanta has occupied a strong market place and
is identified as "The Fun Catalyst".
Perceived as a fun youth brand, Fanta stands for its vibrant
color, tempting taste and tingling bubbles that not just uplifts feelings but also
helps free spirit thus encouraging one to indulge in the moment. This positive
imagery is associated with happy, cheerful and special times with friends.

Page | 52
 RGB PET Can
250ml,400ml,600ml
200 ml, 300ml 330 ml
1.2L,1.25L,2L

World's favorite drinks, the most valuable brand and the most recognizable
word across the world after OK.

COCA-COLA returned to India in 1993 and

over the past ten years has captured the
imagination of the nation, building strong
associations with cricket, the thriving cinema
industry, music etc. Coca-Cola has been very
strongly associated with cricket, sponsoring the World Cup in 1996 and various
other tournaments, including the Coca-Cola Cup in Sharjah in the late nineties.
Coca-Cola's advertising campaigns “Jo Chaho Ho Jaye” and “Life ho to Aisi”
were very popular and had entered the youth's vocabulary. In 2002, Coca-Cola
launched the campaign "Thanda Matlab Coca-Cola" which sky-rocketed the
brand to make it India's favorite soft-drink brand. In 2003, Coke was available
for just Rs. 5 across the country and this pricing initiative together with
improved distribution ensured that all brands in the portfolio grew leaps and
bounds.

Coca-Cola had signed on various celebrities including movie stars such as

Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern
celebrities like Vijay in the past and today, its brand ambassadors are Aamir
Khan and Hrithik Roshan.

Page | 53
 RGB PET Can
250ml,400ml,600m
200 ml, 300 ml 330 ml
l 1.2L,1.25L,2L

Lime n' lemony Limca , the drink that can cast a tangy refreshing spell on
anyone, anywhere. Born in 1971, Limca has been the original thirst choice, of
millions of consumers for over 3 decades. The brand has been displaying
healthy volume growths year on year and Limca continues to be the leading
flavors soft drink in the country.
The sharp fizz and lemony bite combined with the single minded positioning of
the brand as the ultimate refresher has continuously strengthened the brand
franchise. Limca energizes refreshes and transforms. Dive into the zingy
refreshment of Limca and walk away a new person.

RGB PET Can

250ml,400ml,600m
200 ml, 300 ml 330 ml
l 1.2L,1.25L,2L

Diet Coke was born in 1982 and quickly became the No. 1
sugar-free drink in diet-conscious America. Known as Diet

Page | 54
Coke in the U.S., Canada, Australia and Great Britain, and as Coca-Cola light in
other countries, it's now the No. 3 soft drink in the world.
It's the drink for people who want no calories, but plenty of taste. Ad campaigns
around the world for Diet Coke share a playful, sophisticated and fun-loving
attitude.

Can
330 ml

Maaza was launched in 1976. Here was a

drink that offered the same real taste of fruit juices and was available
throughout the year.
In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates
the fruit drink category.

Over the years, brand Maaza has become synonymous with Mango. This has
been the result of such successful campaigns like "Taaza Mango, Maaza
Mango" and "Botal mein Aam, Maaza hain Naam". Consumers regard Maaza as
wholesome, natural, fun drink which delivers the real experience of fruit.

The current advertising of Maaza positions it as an enabler of fun friendship

moments between moms and kids as moms trust the brand and the kids love its
taste. The campaign builds on the existing equity of the brand and delivers a

Page | 55
relevant emotional benefit to the moms rightly captured in the tagline "Yaari
Dosti Taaza Maaza".

RGB Tetra pack PET

250ml,400ml.,600ml,1.2
200ml,300ml 200 ml
L

Worldwide Sprite is ranked as the No. 4 soft

drink &is sold in more than 190 countries.
In India, Sprite was launched in year 1999 & today it has grown to be one of the
fastest growing soft drinks, leading the Clear lime category.
Today Sprite is perceived as a youth icon. Why? With a strong appeal to the
youth, Sprite has stood for a straight forward and honest attitude. Its clear crisp
refers hing taste encourages the today's youth to trust their instincts, influence
them to be true to who they are and to obey their thirst.

RGB PET Can

250ml,400ml,600ml
200 ml, 300 ml 330 ml
1.2L,1.25L,2L Page | 56
 ‘’Orange juice with real orange pulp” with this slogan, Coca
cola launched its minute maid brand of orange juices for the
first time in the country at Hyderabad. Though Coca cola India
had in its portfolio the highly successful Maaza brand in the
juices segment (which it got from the chouhans), this is the first time the
company is introducing some of the products from its own Minute maid
portfolio.
The roll out of the naturally refreshing orange beverage with real pulp has been
designed to extend the Company’s market leadership in the juice segment and
with this launch; it is expected to further extend its leadership.

PET
400ML,1.25 L

Water is thirst quencher that refreshes, life giving force that washes all the
toxins away. A ritual purifier that cleanses, purifies, transforms. Water the most
basic need of life, the very sustenance of life, a celebration of life itself. The
importance of water can never be understated. Particularly in a nation such as
Page | 57
India where water governs the lives of the millions, be it as part of everyday
rituals or as the monsoon which gives life to the sub-continent.

Kinley water understands the importance and value of this life giving force.
Kinley water thus promises water that is as pure as it is meant to be. Water you
can trust to be truly safe and pure. Kinley water comes with the assurance of
safety from the Coca-Cola Company. That is why we introduced Kinley with
reverse-osmosis along with the latest technology to ensure the purity of our
product. That's why we go through rigorous testing procedures at each and
every location where Kinley is produced.
Because we believe that right to pure, safe drinking water is fundamental.

BCG (BOSTON CONSULTING GROUP) APPROACH

In the BCG approach, a company classifies all its Bus according to the growth
share matrix. Coke is one of the main product lines of the Coca Cola Company.
It is the one which is giving maximum revenues to it by different products in
this line. Here we have classified some of its major products in the BCG matrix
on the basis of their fame and liking of the people.

Page | 58
 Stars - Coke, Limca ? – Kinley, Diet coke,
Sprite, Nimbu fresh, Pulpy
orange

Cash cows - Fanta, Dogs - Kinley soda

Thumps up

Michael Porters Five Force Analysis

Page | 59
Page | 60
 14. SWOT ANALYSIS

SWOT analysis is a basic, straightforward model that provides direction and

serves as a basis for the development of marketing plans. It accomplishes this
by assessing an organizations Strength (what an organization can do) and
Weakness (what an organization can not do) in addition to Opportunities
(potential favorable conditions for an organization) and Threats (potential
unfavorable condition for an organization). SWOT analysis is an important step
in planning and its value is often underestimated despite the simplicity in
creation. The role of SWOT analysis is to take the information from the
surrounding and separate it form internal issues (strength and weaknesses) and
external issues (opportunities and threats). SWOT analysis assists the firm in
accomplishing its objectives (strength or opportunity) and overcoming the
obstacles (weakness or threats).

Better network – covers whole of the city.

 Brand recognition – brand image among customers
 Product availability – coca cola has distributors all
over India so the product is regularly supplied to its
outlets, Maximum market share
 Brand equity – high equity in the market.
 Advertisement policy – CocaCola Company
endorsed with famous personalities like Aamir Khan,
Hrithik Roshan, Akshya Kumar, Priyanka Chopra,
STRENGTH Kareena Kapoor and many more.
 Bottling plants – there are 29 bottling plants in
India. These plants are company owned and not
franchised like Pepsi.
 Promotional schemes – to activate sales company is
providing Umbrellas, Chairs, Tables, racks, flanges,
visicooler & glasses.
 People Reliance on Quality of our Product and
Brand.
 Knowledge Regarding Competitor

Page | 61
  Customer feedback system is not effective.
 Product availability – Distributors give products to
specific retailers only when they have limited due to low
production.
 CANS are not available.
 This year Pepsi giving hard time to coca cola due to strong
relationship with retailers.

WEAKNESSE  Coca-Cola giving less schemes and incentives to its

S retailers then Pepsi.
 Customer demand is augmented day by day, which is not
satisfied well on time.
 Retailers complain for irregular visit of distributors.
 Promotional schemes – Schemes are not available to all
retailers.

Greater opportunity in rural areas where coca cola

CAN gain a substantial base.
 Company should give more number of schemes.
 Improvement in distribution channel.
 70% of total population lies in rural area, and market
penetration of soft drink is only 12% hence there is
greater scope of increasing revenue of the coca cola
company.
 Covering greater institutional areas as younger generation
gets much fascination out of such beverages
OPPORTUNIT
 Coca cola can create more monopoly outlets by giving
Y
heavy discounts as brand image and quality speaks itself.
 Opening new outlets in convent schools, Hotels and multi
activity channels ,as more urbanization
 Improvement in distribution channel and in bottling
plant.
 In the present scenario can come up with more verities in
the fruit drink along with more flavours.

Page | 62
  Threat from Competitors as they give offers at
cheaper rates than coca cola.
 Its too seasonal
 Preference of juices and energy drinks over cold
drinks
 May lose the market share to its competitor, if
they don’t look upon the demands of retailers
who ultimately sell product to the end customer.
 Impulse customer’s bye what ever is in the offer,
THREATS
so company should give offers regularly
 Retailers are more inclined towards Pepsi as
better services and good relationship are being
made by them.
 Lack of adequate new trends.

Page | 63
Future Plan

15. COMPARATIVE POSITIONS

COMPETITOR ANALYSIS

Direct Competitor Comparison  

KO DPS NSRGY.PK PEP Industry
Market Cap: 154.07B 7.75B 198.64B 98.23B 736.47M
Employees: 139,600 19,000 281,000 294,000 3.96K
Qtrly Rev Growth (yoy): 46.80% 4.10% N/A 13.70% 14.30%
Revenue (ttm): 42.17B 5.78B 132.43B 62.43B 1.53B
Gross Margin (ttm): 61.76% 59.13% 57.20% 54.03% 42.13%
EBITDA (ttm): 11.50B 1.23B 21.16B 12.58B 207.70M
Operating Margin (ttm): 23.02% 17.64% 13.42% 16.07% 9.66%
Net Income (ttm): 12.52B 542.00M 11.11B 6.31B N/A
EPS (ttm): 5.37 2.35 12.82 3.93 0.59
P/E (ttm): 12.50 15.19 4.76 15.79 17.08
PEG (5 yr expected): 1.90 1.49 3.10 1.68 1.49
P/S (ttm): 3.69 1.36 1.53 1.60 1.31
 

Page | 64
DPS = Dr Pepper Snapple Group, Inc.
NSRGY.PK = Nestl
PEP = Pepsico, Inc.
Industry = Beverages - Soft Drinks

MARKET SHARE (Brands) -------

Sale of (CSD) Carbonated Soft drinks Cases (in billions)

The volume of the U.S. CSD business declined -0.5% in 2010, to a total of about 9.36 bil
cases. That is better than the -2.1% decline in 2009. The CSD category in the U.S. last grew
in 2004. With the volume declines of the last six years, the category's volume is back down
to about where it was in 1996, eliminating years of growth (right chart page 2). As shown by
the left chart on page 2, the CSD industry has moved from roughly +3% growth in the 1990's
to varying rates of decline. BD's CSD data includes carbonated energy drinks.

Top-10 Brands:
Page | 65
Two diet brands -- Diet Mt. Dew and Diet Dr. Pepper -- posted volume growth
rates in excess of +5%. Diet Coke, though down -1%, moved ahead of regular
Pepsi in the brand rankings and is now the #2 brand. Pepsi's volume was down
-4.8%. Beyond Diet Mt. Dew and Diet Dr Pepper, four other top-10 brands
posted volume growth: Dr Pepper, Sprite, Mt. Dew and Fanta. The two big
colas -- Coke and Pepsi -- continued to decline: Coke down -0.5% and Pepsi
down -4.8%. Pepsi fell below 1 bil cases in 2008, for the first time in decades.
Just below the top-10, Coke Zero grew +17.5% to 136.4 mil cases. It is the #11
brand, but it is still far from being a top-10 brand in this all-channel data.
Given the strong performance of Diet Mt. Dew, Diet Dr Pepper and Coke Zero,
BD estimates that the diet part of the U.S. CSD business gained share in 2010
and is now more than 30% of the entire category.

Top Companies:
Coca-Cola Co's market share was up slightly last year on volume which was down slightly.
Coke's CSD volume decline of -0.5% reflected much better performance than in 2009 when it
was down -3.9%. PepsiCo lost both share and volume last year. PepsiCo's CSD volume was
down -4.8%, about the same as its -5% decline in 2009. Dr Pepper Snapple in 2010 posted a
CSD volume increase of +1.4%; in 2009, it grew +4.8%. It benefited last year from strong
performance of Dr Pepper in fountain; regular Dr Pepper was up +2.8%.

16. FINANCIAL ANALYSIS

COMPARATIVE BALANCESHEET OF CONSEQUETIVE YEARS

Period Ending

Dec 31, 2010 Dec 31, 2009 Dec 31, 2008

Page | 66
Assets
Current Assets
Cash And Cash Equivalents 8,379,000   6,959,000   4,701,000  
Short Term Investments 2,820,000   2,192,000   278,000  
Net Receivables 4,430,000   3,758,000   3,090,000  
Inventory 2,650,000   2,354,000   2,187,000  
Other Current Assets 3,162,000   2,226,000   1,920,000  

Total Current Assets 21,579,000   17,551,000   12,176,000  

Long Term Investments
Property Plant and Equipment
Goodwill
Intangible Assets
Accumulated Amortization
Other Assets
Deferred Long Term Asset Charges
7,585,000   6,755,000   5,779,000  
14,727,000   9,561,000   8,326,000  
11,665,000   4,224,000   4,029,000  
15,244,000   8,604,000   8,476,000  
-  -  - 
2,121,000   1,976,000   1,733,000  
-  -  - 

Total Assets 72,921,000   48,671,000   40,519,000  

Liabilities
Current Liabilities
Accounts Payable
Short/Current Long Term Debt
Other Current Liabilities
9,132,000   6,921,000   6,152,000  
9,376,000   6,800,000   6,531,000  
-  -  305,000  

Total Current Liabilities 18,508,000   13,721,000   12,988,000  

Long Term Debt 14,041,000   5,059,000   2,781,000  
Other Liabilities 4,794,000   2,965,000   3,401,000  
Deferred Long Term Liability Charges 4,261,000   1,580,000   877,000  
Minority Interest 314,000   547,000   - 
Negative Goodwill -  -  - 

Total Liabilities 41,918,000   23,872,000   20,047,000  

Stockholders' Equity
Misc Stocks Options Warrants -  -  - 
Redeemable Preferred Stock -  -  - 
Preferred Stock -  -  - 
Common Stock 880,000   880,000   880,000  
Retained Earnings 49,278,000   41,537,000   38,513,000  
Treasury Stock (27,762,000) (25,398,000) (24,213,000)
Capital Surplus 10,057,000   8,537,000   7,966,000  
Other Stockholder Equity (1,450,000) (757,000) (2,674,000)

Page | 67
 Total Stockholder Equity 31,003,000   24,799,000   20,472,000  

Net Tangible Assets 4,094,000   11,971,000   7,967,000  

Currency in USD.

INCOME STATEMENT

Period Ending Dec 31, 2010 Dec 31, 2009 Dec 31, 2008
Total Revenue 35,119,000   30,990,000   31,944,000  
Cost of Revenue 12,693,000   11,088,000   11,374,000  

Gross Profit 22,426,000   19,902,000   20,570,000  

Operating Expenses
Research Development -  -  - 
Selling General and Administrative 13,977,000   11,671,000   11,774,000  
Non Recurring -  -  350,000  
Others -  -  - 

Total Operating Expenses -  -  - 

Operating Income or Loss 8,449,000   8,231,000   8,446,000  

Income from Continuing Operations

Total Other Income/Expenses Net 5,502,000   289,000   305,000  

Page | 68
 Earnings Before Interest And Taxes 14,976,000   9,301,000   7,877,000  
Interest Expense 733,000   355,000   438,000  
Income Before Tax 14,243,000   8,946,000   7,439,000  
Income Tax Expense 2,384,000   2,040,000   1,632,000  
Minority Interest (50,000) (82,000) - 

Net Income From Continuing Ops 12,834,000   7,605,000   5,807,000  

Non-recurring Events
Discontinued Operations -  -  - 
Extraordinary Items -  -  - 
Effect Of Accounting Changes -  -  - 
Other Items -  -  - 

Net Income 11,809,000   6,824,000   5,807,000  

Preferred Stock And Other Adjustments -  -  - 

CASH FLOW

Period Ending

Dec 31, 2010 Dec 31, 2009 Dec 31, 2008

Net Income 11,809,000   6,824,000   5,807,000  

Operating Activities, Cash Flows Provided By or Used In

Depreciation 1,443,000   1,236,000   1,228,000  
Adjustments To Net Income (4,140,000) 608,000   1,224,000  
Changes In Accounts Receivables -  -  148,000  
Changes In Liabilities -  -  (734,000)
Changes In Inventories -  -  (165,000)
Changes In Other Operating Activities 370,000   (564,000) 63,000  

Total Cash Flow From Operating Activities 9,532,000   8,186,000   7,571,000  

Investing Activities, Cash Flows Provided By or Used In

Page | 69
Capital Expenditures (2,215,000) (1,993,000) (1,968,000)
Investments (679,000) (2,152,000) (240,000)
Other Cash flows from Investing Activities (1,511,000) (4,000) (155,000)

Total Cash Flows From Investing Activities (4,405,000) (4,149,000) (2,363,000)

Financing Activities, Cash Flows Provided By or Used In

Dividends Paid (4,068,000) (3,800,000) (3,521,000)
Sale Purchase of Stock (1,295,000) (854,000) (493,000)
Net Borrowings 1,848,000   2,363,000   29,000  
Other Cash Flows from Financing Activities 50,000   (2,000) - 

Total Cash Flows From Financing Activities (3,465,000) (2,293,000) (3,985,000)

Effect Of Exchange Rate Changes (166,000) 576,000   (615,000)

Change In Cash and Cash Equivalents 1,496,000   2,320,000   608,000  

Currency in USD.

Page | 70
 17. QUESTIONAIRE FOR PRIMARY DATA

Sl. No. Date. / /2011

Consumer’s/ Retailer’s Name - ____________________________________

Name of the Enterprise-________________________________Contact
No.______________
Address_________________________________________________
Age- _________ Gender- M / F

1. Are you a regular consumer of Coca-Cola? a. Yes ⃝ b. No ⃝

2. Do you know the other cold-drink brands by coca-cola? a. Yes ⃝ b. No ⃝ c.
may be ⃝ d. partially ⃝
3. How many brands do you know ?
Coca-cola⃝ Thumbs up⃝ Sprite⃝ Maaza⃝ Fanta⃝ Limca⃝
Pepsi ⃝ 7up ⃝ Mountain Dew ⃝ Slice ⃝ Mirinda ⃝
4. Which is your favourite soft drink? Coca-Cola⃝ Pepsi⃝ Others ⃝__________
a. If Coke then which brand? Coca-cola⃝ Thumbs up⃝ Sprite⃝ Maaza⃝
Fanta⃝ Limca⃝
b. If Pepsi which brand? Pepsi ⃝ 7up ⃝ Mountain Dew ⃝ Slice ⃝
Mirinda ⃝
c. If Pepsi, Have you ever tried coke product YES⃝ / NO⃝
d. If Yes, then what made you change over from Coke to Pepsi? --a)Taste⃝ b)
Flavor⃝ c) Celebrity⃝ d)Advertisement ⃝ e) Brand loyalty⃝ f)
Availability⃝
5. Which size you prefer more? a)200ml⃝ b) 300ml c) Pet bottle (500ml) ⃝ d) Pet
bottle (2L) ⃝ e)Can⃝
6. Do you think rate of 300ml bottle which is available at Rs.12 is worth it? a)
Yes⃝ b) No⃝
7. Do you find the display attractive of … a)Coke ⃝ b) Pepsi ⃝ c) Same⃝
8. Source of supply of soft drink ------ a)Grocery store⃝ b) Confectioneries⃝ c)
Eating & ⃝ d) Others⃝
9. Have you ever experience that, you asked for the Coke product and vendor supplied
you with Pepsi product? a)Yes⃝ b) No⃝
a. If yes, did you buy that Pepsi product ?----- Yes ⃝ b) No⃝
10. Which package sells more:? a)300ML ⃝ b) PET ⃝ c) SAME⃝

Page | 71
 11. Which 300ml RGB brand you are more satisfied to sell? a)Pepsi ⃝
b) Coca cola⃝ c) Same⃝
a. If PEPSI, why? ---- a)More margin/schemes than coke⃝ c)

Brand loyalty⃝ c)Services⃝ d) Supply⃝

12. Reaction towards 300ml RGB, are you happy to sell? ----- a) Satisfied

⃝ b) Mix response ⃝ c) Not satisfied⃝

a. If Not satisfied, what problems you are facing?-------- a)Margin is

less then Pet bottles ⃝ b) Space problem⃝ c)Breakage /

Replacement problem⃝ d) Change⃝ e)Sometime you need stock
but due to empty cant buy it⃝
13. Do you think 300ML RGB should be replaced with 300ML Pet bottle? a)Yes⃝
b)No⃝
14. Do you think rate of 300ml bottle which is available at Rs.12 is worth it? a)Yes ⃝ b)
No⃝

Note::: Small sized questions are for consumers only, and all with the rest are for retailers

Page | 72
 18. Primary Findings and Analysis
The variables relevant for analysis of data were collected. Various analysis and
interpretations have been shown in graphical and tabular form.

Analysis of Coke Lovers (Consumers)

 This graph makes a distinction between the number of males and number
of females with whom sampling was conducted. The percentage is almost
the same in both categories.

Gender

MEN, 48%
WOMEN
52%

 This graph depicts the total number of consumers divided on the basis of
the age group they belong to. The age of consumers included in the
sampling activity ranged from 10 years. Accordingly the age groups 10 to
20, 20 to 30, 30 to 40, 40 to 50, 50 to 60 and 60 above.

Page | 73
 Age group
40
32
30
20 18
20
10 12
8
10

0
10 to 20 20 to 30 30 to 40 40 to 50 50 to 60 above 60

Page | 74
Others,
8%
Favorite Soft Drink
Pepsi,
25%

Coke,
67%

Page | 75
 1. Favorite soft-drink?
a) Coca cola b) Pepsi
c) others

 The following graph denotes the feedback of consumers irrespective of the age
group they belong to or their gender. This is an overall perception of the
consumers towards their Favorite soft drink. Coke has larger share then Pepsi
in MEMARI.

I. If Coke which brand

a) Thumps-up b) Sprite c) Coca-Cola d) Maaza

e) Limca f) Fanta

 It was found that out of

If Coke then which product
100 correspondences 47
16 15
of them prefer Coke.
14
12
12 From these
10
10 47
8

6
4
4 3 3

correspondences favorite brand of Coke was asked. The outcome

of survey is shown in graph. Sprite is preferred by youth and
Maaza by all age group but more famous among old people.

Page | 76
 II. If Pepsi which brand
a) Dew b) 7-up c) Pepsi d) Slice

e) Mirinda (lemon) f) Mirinda (orange)

If Pepsi then which product

 It was found that
25
21
out of 100
20 correspondences 40
of them prefer 7 up.
15
From these 40
10
10
7 correspondences
5 favorite brand of
2
0 0 Dew was asked.
0
Dew 7 up Pepsi Slice Mirinda Mirinda (L) The outcome of
(o)
survey is shown in
graph. 7 up and Dew are most selling brands.

If Pepsi, Have you ever tried coke product YES / NO

i) If Yes, then what made you change over from Coke to Pepsi
a) Taste b) Flavor c) Celebrity
d) Advertisement e) Brand loyalty f) Availability

Page | 77
 40 correspondences who said that Why Pepsi instead of Coke
6
their favorite soft drink is Pepsi were
asked that have they tried Coke and all 6

of them said yes, they were again

15
asked what made them to choose
7
Pepsi instead of Coke, common
answer was taste. 3

 Advertisement also had great impact.

0 5 10 15 20

2. Which size you prefer more

a) 200ml b) 300ml c) Pet bottle (500ml) d) Pet bottle (2L) e) Can

Preferred Brand package

200 ml

500 ml Pet

300 ml

2 L Pet

Cans

 From 100
respondent 43 people like 300 ml and 28 people like 500 ml pet, 8 people
preferred cans and rest 2l and 200ml.Pet bottles are more famous among youth.
According to survey done Pie chart shows which brand package size are
preferred by consumers.

Page | 78
3. Do you think rate of 300ml bottle which is available at Rs.12 is worth it?

a) Yes b) No

Rate of 300ml is worth it?

 Out of 100 People 53 people said the
rate of 300ml is more then what it
YES, 47%
NO, 53% should be keeping in mind the
inflation rate and 47 people said yes
rate of 300 ml is fine and 300ml RGB
has 85% share in market when
compared with 200ml RGB, it clearly
shows that people want more while they want to spend less money.
4. Do you find the display attractive of
a) Coke b) Pepsi c) Same

 27 people think that

Display Attractive
Pepsi display is more
Pepsi, 31% attractive than Coke
Same, display and 44 said
23%
Coke display is better
and 29 said both are
same neck to neck.
From this it can be seen
Coke, 46% that companies spend
lot of money in
advertisements.

5. Source of supply of soft drink

Page | 79
 a) Grocery store b) Confectioneries c) Eating & drinking d) Others

 It was found that 50 Source of supply

39
40
source of supply of soft 31
30
drinks is more from 23
20
convenience than 7
10
grocery store or eating
0
& drinking hubs. It
shows that there are
more convenience store in MEMARI, it is found that mostly grocery shop only
keep Pet bottles, they avoid RGB was it require lots of attention.

6. Have you ever experience that, you asked for the Coke product and
vendor supplied you with Pepsi product?
a) Yes b) No

NO, 50% YES, 50%

 Out of 100 respondents, it was coincidence that 50 people said YES and same
number of people said NO. From this it can be concluded that mostly vendors
sell those things which consumers doesn’t ask for..
i. If yes, did you buy that Pepsi product

Page | 80
 a) Yes b) No

40  50 persons said that it

34
35 happened with them
30
25 that when they had
20 16
asked for Coke product
15
10 and vendor supplied
5
0 with Pepsi product in
YES NO that case another
question was asked

Did they buy that product?

36 people said YES they bought and 16 don’t. This shows the brand loyalty of 16
people with Coke.

7. Choose ONE you like most out of given TWO:

Following are the answer given by 100 respondents as they have to choose one out of
two given. Respondents choose which they liked the most.
With this it can be analyze, Brands of both companies has direct competition with
each other like Maaza competitor is Slice, Limca competitor is Mirinda Lemon
likewise Fanta with Mirinda orange, Sprite with 7-up and Coke with Pepsi

Page | 81
Analysis of Retailers

1.) TYPE OF SHOP:

a) Grocery b)Convenience c) Eating & Drinking

Page | 82
 Type of shop
 In survey
almost equal number of
Eating &
Grocery, types of shops are
Drinking,
33%
33% covered, so that it will not
favor any question that
been asked to any
Convenienc particular type of shop.
e, 34%
100 RGB Retailers has
been surveyed. From this
it is analyze that convenience shops are more in MEMARI than other two
types of shops.
2.) Which package sells more:
a) 300ML b) PET c) SAME

 From 100 RGB retailers it

Which package sells more
was asked which package
SAME, 9%
sells more in your shop, it
was found that Pet bottles
PET, 45%
and RGB almost sells 300 ml,
48%
equal in city. RGB sells
more because Pet bottle
mostly used in household
and RGB sells more at
E&D and convenience, these types of shops are more in the city.

3) Which 300ml RGB brand you are more satisfied to sell?

Page | 83
 a) Pepsi b) Coca cola c) Same

 50 retailers out of 100 are

more satisfied to sell Coke
SAME,
then Pepsi and 30 retailers 20%
are inclined towards Pepsi COKE,
50%
and 20 are satisfied with
both. This shows that PEPSI,
demand of coke is more 30%

that’s why vendors are

satisfied or in these 50
monopoly or discounted
outlets are there of coke.

I. If PEPSI, why?
a) More margin/schemes than coke c) Brand loyalty
b) Services d) Supply

Why Pepsi
 Out of 30 those who
0
are satisfied with
17 300ml RGB of Pepsi
were asked why Pepsi?
13

0
17 of them said more
0 5 10 15 20 margin then Coke

Page | 84
 13 are more satisfied with Pepsi services than which Coke offered.

4) Reaction towards 300ml RGB, are you happy to sell?

a) Satisfied b) Mix response c) Not satisfied

 Out of 100 retailers

10
only 47 are satisfied
which less than 50%
of total outcome. 47

Retailers are facing

many problems by
43
selling glass bottle.
They prefer to sell
0 10 20 30 40 50
Pet bottles instead of
glass bottle. Glass bottle require lots of maintenance and it is also quite expensive
to refill glass bottle for companies.
I. If Not satisfied, what problems you are facing?
a) Margin is less then Pet bottles d) Space problem
b) Breakage / Replacement problem e) Change
c) Sometim
18
16 e you need stock but due to
14
12 empty cant buy it
10
8
6
 Space problem is mostly
4
2 faced by grocery store;
0
they are more interested
in pet bottles. Pet bottles

Page | 85
 also give more margins and there are no issues of empty and breakage is also
minimized.

5) Do you think 300ML RGB should be replaced with 300ML Pet bottle?
 Yes
 No

300 ml RGB should be replaced with

300 ml Pet

YES,
100%

Through internship I came to know about the problems that are being faced by
vendors regarding 300ml RGB. So I think of if glass bottle being replaced by pet
bottle.

6) Do you think rate of 300ml bottle which is available at Rs.12 is worth it?
a) Yes b) NO

Page | 86
 74 retailers think the rate of 300ml RGB
bottle which is available at Rs.12 is
NO,
26% worth it keeping in mind the scenario of
YES,
inflation rate and rest 26 think that it is
74%
not worth it.
 19. AN ASSESMENT OF THE INTERNSHIP

Details of actual work undertaken

NEW DEALER ACTIVATION

Q. WHO IS OUR NEW DEALER?

Ans. 1) Those who never sold our products,
2) those who sold product but ceased to transact order at least 3 years,
3) who sales soft drinks but not our products.

NEW DEALER ACTIVATION SCHEMES

There are 5 types of schemes under which a new dealer could be authorised. These
are....
1) Own Cooler Scheme : Through this scheme, new
dealership could be given (those retailers who have own
coolers) with 3 cases of empty bottles & plastic crates for
free, no GOD(Glass bottle given on deposit) required. Tolal
led amount for the retailer is 501 Rs. (Crates at 95 Rs. &
Bottles at 3 Rs.; a crates carries 24 glass bottles.)

2) Ice Box Scheme: 2 cases of GOD required. Customer will

be provided with a Ice Box for cooling purpose for free.

3) Pet Bottle Scheme: No free product is given and retailer

must have own sufficient cooling unit.

4) OYA or Family Fridge Scheme: Dealership activated by

giving a OYA or Family Fridge of “Haier Appliance Private
Limited” of 210Lt. at the rate of 5870 Rs. With the subsidy
of company BBPL of Rs. 1600 (from 3rd Sept. 2011
onwards; rate may be re-priced). Customer will get 4 cases
of empty bottles for free under this scheme.

5) Existing Dealers with OYA: This is an extended scheme

for existing dealers, basic scheme pattern is same as
previous one and no free product should be given.
SALES MANAGMENT
MANAGEMENT

OPERATION TEAM: looks ACTIVATION TEAM ADVERTISING TEAM:

after Market/Distributor’s Branding, Gift and other
primary and secondary sales promotion management

NEW DEALE ACTIVATION: SPOKE ACTIVATION:

looks upon new dealership looks upon Spoke
outlet in area of sales distributors activation

Coca cola has its own management system which is a major tool that helps
management in problem solving and framing marketing strategy.
Followings are done in MEMARI during INTERNSHIP of 2 months.
Route Ridding was the first thing done during half months of 2 month internship.
In route riding the task was to go along with salesman in truck, the main motive of
route ridding is to see how orders being taken from vendors and different schemes
being told by salesman, schemes changes daily.
Through route ridding it came to know that outlets are classified in two categories
which are as follow -:

OUTLETS

Consumption Volume

Based on Consumption pattern

E&D: - This stands for Eating & Drinking outlets. Generally all the
RESTUARANTS, HOTELS, FAST FOOD come under this. Basically of two types,
E&D1,E&D2.
GROCERY: - This is a part of merchandising. Generally all the GENERAL stores
and GROCERY shops comes under this category. Basically of two types,
GROCERY1 & GROCERY 2.
CONVENIENCE: - Includes outlet which are small stores or shops, generally
accessible locality. There are often located along side busy roads. It includes STD,
PAN, CONFECTIONERY shop etc.
TRAVEL:- Those outlets at the nearest point of any travel spot or junction or on
roadside. These a re of two types,TRAVEL1,TRAVREL2.

Other types are - SINGLE SCREEN CINEMA CHANNEL, RAILWAYS

CHANNEL & MODERN TRADE (BIG BAZAR AND OTHER DEPARTMENTAL
STORES)

Based on volume pattern

VOLUME

BRONZE SILVER GOLD DIAMOND PLATINUM

DIAMOND: - Those outlets are known as Diamond outlets where the annual sale of
Coca cola soft drinks is more than 800 crates.
GOLD: - Those outlets are known as Gold outlets where the sale is in between 500
crates to 800 crates per annum.
SILVER: - Those outlets are known as Silver outlets where the sale is in between
200 to 499 crates per annum.
BRONZE: - Those outlets are known as Bronze outlets where the sale is less than
200 crates per annum.
PLATINUM: - Those outlets are known as Platinum where the sales is more than
1100 carets per annum.
 In two months internship another task was given to create market for all types of
RGB. Task was to go to vendors, tell them about the availability of the product is
there, which was not there earlier, and to convince the retailer to buy RGB coke
and other product’s RGB.
Strategies where made to sell coke, different scheme were given
Some areas surrounding MEMARI are AMC, AMC are the area like villages,
colonies etc. where lower middle class people resides. These area are operated by
distributors not directly by FOBO.
Following data show the order taken from the vendors in KALIBELE an AMC.

No. of shops visited Order taken

15 RGB/PET– 42 cases

These above orders were mainly in consideration of 200 ml ,300 ml, as it was told
that the orders from this AMC are not there regarding 200 & 300ml.
This was another task that was given on every Friday’s and Saturday’s in a week.
In this, task was to go along with MD (Market developer) and check out each outlet
under the area of Market developer. Main motive of market impacting are as follow
 To see that if all products are available at that particular outlet or not,
If not then products are being made available to vendors.

 To seek any new outlet yet to be discovered at any prime location.

 To deal with new customers by encountering him with schemes and profits.
 Submitting document to the authorized dealer for sanction and approval.

This was another very interesting task that was given. Main motive was to open new
outlets. In this REFREGIRATOR i.e. SGA (Sales Generating Asset) was to be
provided to the new outlet along with CRET BOTTLES OR RGB. Main focus for
opening new outlet was not only shop or restaurant, new outlet should be opened at
any potential area that could be feasible with terms and regulations. SGA should be
given to them by making them understand about the company’s responsibility and
support.
What I observed was many store were aware of the COKE and it’s market status.
Some were to kind to listen. But some were deflecting our words by comprising our
product and it’s return with other company’s product(mainly PEPSI).
Our aim was to satisfy them with the large view of COKE and it’s dominancy on the
market. The main object was to create a new customer to the company.

Development/ Improvement/Complaints Performa were made for the vendors. In this

all the complaints were registered which were facing by the outlet owners; this was
done to improve the services of Coca-Cola and to make development.
It was found that majority of share is of Coke in MEMARI nearly 20% and strangely
same percentage of owners i.e.20% are not satisfied with Coke, they have complaints
moreover they are happy to sell Pepsi instead of Coke. They just keep Coke because
of consumer demand else they are not satisfied.
Rests 80% who are satisfied are either monopoly counter of Coke or Discounted
outlets or has good relationship with the salesman.
Through this it was found that services of Pepsi are far better than Coke and margin
is also little higher in case of Pepsi.

Mostly complaints of Outlets are as follow:-

 Replacement was not done of breakage, expired products, regarding Quality.
 Margin is high in case of Pepsi as compare with Coke.
 Stock of each brand packs are not available or given to specific outlets.
 Visi-cooler problem not working well or require bigger Visi-cooler as
formalities has been done still nothing done.
 Schemes were not given to them.
 Alteration in order is obvious at the time of delivery.

EDSR was to get how much stock does the particular outlet has. In this to get the
mobile number of the owner so that daily message being send to the owner regarding
the Schemes, in Coke schemes changes everyday. It also helps to compare the stock
between Coke and Pepsi available at outlets.
Below is Performa which was needed to be filled up:-

Outlet Phone Visi Empty 500 2L Soda Cans Water

name no. RGB Pet PET Pet
 K P K P K P K K P K P
Ko Pc Pc
o c o c o c o o c o c

SECTOR- EDSR
DATE-

Performa need to be filled in numbers that how much stock does outlet has.
KO – Coca-Cola
PC – Pepsi

Pre-sell order was to get order one day prior of the delivery. Orders were taken from
the vendors one day before and delivery was given next day. This was done because
vendors were facing problems regarding the brand package size that are not available
when they want.
Orders were taken of all brand packages with main focus on Pet and Juices. There
were shortages of Pet, only some parts of the area are being supplied with all kind of
pet.
Vendors always gave complaint regarding stock, whether they required or not. So this
problem was solve out through pre-sell order.
 20. CONCLUSION AND RECOMENDATION

Findings of the Study

In the due course of time of project, which lasted for 8 weeks, I got the chance of
visiting to many outlets and also interact with each and every person of those outlets
in MEMARI. By formal interaction with the dealers and retailers, I got to know
many things from the outlets. In this particular city Coca-cola has larger share than
Pepsi. But there are few mixed outlets too by few number, so to increase the market
share of Coca-cola it should tap all the mixed outlets. About 80% of market is owned
by it, yet more is expected to be achieved

 Share of 300ML in restaurants and hotels of MEMARI is 69% whereas 2L

share is 21%; 500ml pet has 8% and cans have 2%.

 Distribution channel is effective at present but in long run it needs to be

upgraded. Retailers in MEMARI Circle comes under direct operations and
retailers in small town in surrounding areas of MEMARI comes under indirect
operations.

 The major competitor PEPSI is getting the market aggressively through its
services and high margin issues.

 Retailer in some area revealed that they are not getting schemes i.e. distributors
are not providing schemes properly, basically in rural areas.

 Minute maid Nimbo Fresh and 200ml RGB brand packages are getting
popularity.
Recommendations

 I strongly believe that RGB(refill glass bottle) should be replaced with Pet
bottles of same size because it will solve out all the problems which are as
follow :-
I. For Retailers
a) Breakage
b) No empty bottles required to fill carat
c) No extra space required to keep the carat outside shop
II. For Company
a) To carry the empty carat back to manufacturing unit to refill again
b) Cost will be reduced Pet bottle are cheaper than Glass bottle
c) Process of rinsing and washing RGB bottle again will be eliminated
which will lead to less wastage of water.

 Services of Pepsi are far better than Coke, good relationship with vendors,
solving any problem with in no time should be done.
 Due to the current prices, an eyebrow raiser for some, the product could be
sold in packs of 2 or more and there could be a price reduction.
 New flavours can be introduced into the market as early as possible consumers
were eager to know if the drink would come in more flavours, health drinks
like milk proteins content soft drink can be invented.
 Younger generation are more interested in soft drinks , so new openings in
institutional areas should be increased.
 Use some proper methodology to provide the information about the schemes
directly to the retailers. Company has to try to sort out the personal
misunderstandings between distributors and retailers.
 Time to think about the mineral water to some effective parts such as hospitals,
office and near stalls.
Limitations

 Time and cost constraints were also there.

 A Samples size of 100 has been use due to other work also done regularly
which was given to us by company.

 The time period of study was only for three month so it was not possible to
cover all the areas and go into the depth of the problem and make analysis.

 Chances of some biasness could not be eliminated.

 Lastly, some amount of error exists in the data filling process because of the
following reasons.

 Influence of others.
 Misunderstanding of the concept.
 Hurried filling of the questionnaire.

N:B Short form used in this report –

RGB- Returnable Glass Bottle, GOD- Glass bottle given on Deposit,
GWD- Glass bottle given without deposit, SKU- Stock Keeping Unit,
RED- Right Execution Daily,
21. ILLUSTRATIONS & ANNEXURE
 22. BIBILIOGRAPHY

Websites Visited:

 http://www.thecoca-colacompany.com

 http://www.coca-cola.com

 http://www.ko.com

 http://www.google.com

 http://www.wikipedia.org

 http://www.coca-colaindia.com

 http://www.worldofcoca-cola.com

 Beverage news

 www.economictimes.indiatimes.com

 www.forbes.com

 www.beverage-digest.com