ATUL SINGH PRESIDENT AND CEO, COCA-COLA, INDIA

Atul Singh took over as the President & CEO, Coca-Cola India from 1st September2005. Prior to this assignment, Atul Singh was the President of East, Central & South (ECS) China Division in January 2005. Given the strategic importance of China, a Division within the greater China Division was created. ECS China Division consists of Shanghai, the Swire Territories of China, Hong Kong and Taiwan. Additionally, Atul was also responsible for the global and strategic Key Customer Relationships for Greater China and was a member of the Customer Leadership Council. Prior to his appointment as the President of East, Central and South China Division, Atul served as Deputy Division President and headed the Operations group of China Division. Under Atul's leadership, mainland China operation was among the fastest growing Coca-Cola businesses worldwide for the past 3 years. Atul started his career in the Coca-Cola system in 1998 as Vice President, Operations of Coca -Cola

India Division. He led the Franchise Operations and Key Accounts group of the India Division from 1998 to 2001. Atul then joined the China Division in July of 2001 as Region Manager of East China, China Div ision. Under his leadership, East China Region exceeded volume and profit targets by growing at double the rate of other regions.

Prior to joining Coca -Cola, Atul worked for the Colgate Palmolive Company for 10 years and held several roles including Cou ntry General Manager, Nigeria (1995 1998), CFO then General Manager, Romania (1992 -1995) and Finance Manager, USA Body Care (1990-1992), Prior to Colgate, Atul worked as an Auditor with Price Waterhouse in New York. Atul, holds a MBA degree from Texas Christian University.

CHAPTER NO. 2

SOFT DRINKS SECTOR

2.1 Around The World

Globally, carbonated soft drinks are third most liked beverages. According to a new report from a market research firm, Soft drinks are ready to be the largest beverage sector in the world, taking over hot drinks, with consumption rising by around 4.9 per cent a year, while the US remains the biggest market for now, it is likely to be Asia as the main pilot of sales growth in the times ahead. As a cumulative category, soft drinks give a powerful growth proposition. The indispensable advance of bottled water and still drinks, joined with the scale of carbonates, help get soft drinks on track to be the number one beverage sector. With the two of the world's largest soft drinks producers (Coca-Cola and Pepsi Cola) headquartered in U.S. , it is not surprising that the U.S. emerges as the world's biggest market for soft drinks by a big margin, with a 25 per cent global share in 2002, Along with Mexico and China, the US is also one of the world's biggest bottled water markets. The place of China among the top three markets in both the carbonates and wa ter categories shows the increasing importance of Asia to soft drink producers, the report shows. In fact, Asia along with the Middle East and Eastern Europe, accounted for all of the top five fastest growing countries over the past five years, with the highest growth achieved by Pakistan, with volume up by 146 per cent since 1997. And Asia is likely to remain as the driver of global soft drink consumption over the next few years. Asia and Australia is forecast to be the largest sole region for soft drink sales with a 26 per cent share, overtaking North America on 25 percent.

"The huge populations, increasing affluence and underdeveloped soft drinks markets of China and India present massive opportunities. Strong growth is also anticipated in a number of countries across East Europe, the Middle East and Africa."

COM

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3 2 1 milk alcohol hot drinks E soft drinks

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2.2 MARKET PLAYERS

The carbonated soft drinks (C.S.D.s.) sector is ruled by three major players: COKE is dominant company of the soft drink industry and boasts a global market share of around 44.1%, followed by PepsiCo at about 31.2%, and Cadbury Schweppes at

14.6% . Separately from these major co.s, smaller companies such as Cott Corporation and Royal Crown own the remaining market share. Coca cola and Pepsi co. are the main rulers of this market. They struggle for over a century to conquer the number one position in the market, competing fiercely in last few years, following each ones strategic decision s. Nevertheless, something seems to threaten the profitability of these two giants. The increasing share of non -carbonated soft drinks seems to be able to decrease the high margins that once ruled in the CSDs industry. In this sense, 1. What will the future of Coke and Pepsi be? 2. How will Concentrate Producers (CPs) and bottlers face this new challenge? The answer to this question is hidden in the folds of future. It mainly depends on the different TATICS
STRATEGIES adopted by the companies. Whichev er company

is able to satisfy the customer, will be tomorrows market leader.

thers 1 % Cadbury 1 % Coke 44% Coke Pepsi Cadbury thers Pepsi 1%

2.3 SOFT DRINK INDUSTRY IN INDIA

Far back Soft drink market size was around 400 mn cases (7240 mn bottles). The market witnessed 10-12% growth in the 2003 onwards . Presently the market growth has growth rate of 7.2- 8.1% per annum compared to 23% growth rate in the previous year. The expected market size is to be 10000 mn bottles.

Soft drink production area

Indian market liking is highly regional n place based. While cola drinks (black) have big markets in metropolitan cities and northern states like Punjab, Haryana etc. Orange drinks are demanded more in southern states. Sodas are sold more in southern states besides sale through bars. Western markets have preference for mango drinks. Diet coke presently constitutes just 0.8% of the total carbonated beverage market.

Growth promotional activities

The government has adopted liberalized and privatized policies for the soft drink trade to give the industry a boo st and promote the Indian brands internationally. Although the import and manufacture of international brands like Pepsi and Coke is enhanced in India the local brands are being stabilized by advertisement s, good

quality and low cost. The soft drinks market till early 90s was in hands of national players like Campa, thumps up, Limca, 21, gold spot etc but with opening up of Indian economy and coming of MNC players like Pepsi and Coke the market has come totally under their control. The distribution network of Coca cola had 9 lac outlets across the country in FY2007, which the company is planning to increase to 11 lac by FY2011 .

CHAPTER NO. 3

COCA-COLA COMPANY

3.1 HISTORY
Coca cola was established in year 1886 and today holds the esteemed position as the worlds most omnipresent brand. It is in India since long and is catering the Indian community with different flavors. Till date coca cola in India has invested US $ 1 billion and employs over 5000 people. The Coca Cola system in India comprised 25 fully owned bottling operations and another 25 franchisee -owned bottling operation plants. A network of 27 contracts packers also manufactures range of products for the company. Coca Cola is a leading player in the Indian beverage market with a 60 percent share in the carbonate soft drinks segment, 36 percent share in fruit drinks segment and 33 percent share in the packaged water segment. In 2004, Coca-Cola sold 7 billion pa cks of its brands to more than 230 million consumers across 4,700 towns and 1,75,000 villages. The company has doubled. Its volumes and trebled its profits between 2001 and 2004.

3.2 THE JOURNEY OF COCA-COLA

The worlds best drink taste was developed in Atlanta at Georgia dated May 8 by Dr.John Pemberton, when a local pharmacist, made the syrup for Coke, and carried a jar of the product down the Jacobs Pharmacy, where it was sampled, pronounced excellent and put on sale for five cents per glass as a fountain soda drink, Carbonated water was teamed with the new ly made syrup to make a drink that was at once Refreshing and Delicious , a theme that continues to echo today even wherever Coca-Cola is enjoyed. Thinking that The two Cs would look well in advertising, Dr. Pembertons partner and bookkeeper, Frank M. Robinson, thought the name and penned the now famous trademark Coca-Cola in his genius script. The first newspaper advertisement for Coca-Cola soon was in The Atlanta Journal, inviting thirsty citizens to try the new and popular soda fountain drink. Hand -painted oilcloth signs reading Coca -cola appeared on store awnings, with the suggestion Drink added t o inform passersby that the new beverage was for soda fountain refreshment. During the first years, sales averaged a modest nine drinks per day. Dr. Pemberton never knew the potential of the beverage he created. He gradually sold portions of his business to various partners and, just before his death in 1888, sold his remaining interest in Coca -Cola to Asa G. Candler. An Atlantan with great business acumen, Mr. Candler proceeded to buy additional rights and acquire complete control.

On May 1, 1889, Asa Candler published a full -page advertisement in the Atlanta Journal, proclaiming his wholesale and retail drug business as sole prop rietors of Coca-Cola. Delicious, Refreshing. Invigorating. Sole ownership, which Mr.Candler did not actually achieve until 1891, cost a total of $2,300. By 1892, Mr. Candlers flair for merchandising had boosted sales of Coca -Cola syrup nearly tenfold. He soon liquidated his pharmaceutical business and focused his full attention on the soft drink. With his brother, John S. Can dler, John Pembertons former partner Frank Robinson and two other associates, Mr. Candler formed a Georgia corporation named the Coca -Cola Company. Initial capitalization was $100,000. The trademark Coca-Cola used in the marketplace since 1886, was reg istered in the United States Patent Office on January 31,1893. That same year the first divided was paid; at $20 per share, it amounted to 20 percent of the book value of a share of stock. A firm believer in advertising, Mr. Candler expanded on Dr. Pembe rtons marketing efforts, distributing thousands of coupons for a complimentary glass of Coca -Cola. He promoted the product incessantly, distributing souvenir fans, calendars, slocks, countless novelties, all depicting the trademark.

The business continued to grow, and in 1894, the first syrup manufacturing plant outside Atlanta was opened in Dallas, Texas. Others were opened in Chicago, Illinois, and Los Angeles, California, the following year. In 1895, three years after The Coca -Cola Companys incorporation, Mr. Candler announced in his annu al report to shareholders that Coca -Cola was now drunk in every state and territory in the United States . As demand for Coca-Cola boomed, the Company quickly outgrew its facilities. A new building erected in 1898 was the first headquarters building devoted exclusively to the production of syrup an d the management of the coke. Mr. Candler hailed the new, three-story structure as sufficient for all our needs for all time to come. It was inadequate in just over a d ecade.

3.3 COCA - COLA IN INDIA

Brings back the fizz to India Coca-Cola, the corporate nourishing the global community with the worlds greatest selling soft drink originated since 1886, re-entered India in 1993 after 16 years giving a new boost to the Indian Soft Drink Market. In that year, the Company took over ownership of the nation's top positioned soft-drink brands and bottling network.

Growth to the Economy.

Coca-Cola India has made big and important investments to establish and continually consolidate its business in the country, including new production facilities, waste water treatment plants, distribution systems and marketing channels. Coca-Cola India is among the countrys top international investors, having invested more than US$ 1.1 billion in India within a period of 10 years of its re -entry.

A pure commitment to the Indian Economy

The Company has not only kicked up the Indian carbonated drinks market, and given consumers the pleasure of world-class drinks to fill up their hydration, refreshment & nutrition needs but has also been instrumental in giving an exponential growth to job opportunities.

Creating Enormous Job Opportunities

With virtually all the goods and services required to produce and market Coca -Cola being made in India, the business system of the Company directly employs approximately 15,000 people, and indirectly creates employment for more than 250,000 people in related industries through our vast procu rement, supply and distribution system. The vast Indian operation comprises 25 wholly -owned- company-owned bottling operations and another 24 franchisee -owned bottling operations. That apart, a network of 21 contract-packers also manufactures a range of products for the company. On the distribution front, 10 -tonne trucks, open -bay three-wheelers that can navigate the narrow alleyways of Indian cities constantly keep our brands available in every nook and corner of even the countrys remotest areas.

ORGANIZATION STRUCTURE OF COCA-COLA IN INDIA

CHAPTER NO. 4

KANDHARI BEVERAGES Pvt. Ltd. CHANDIGARH

4.1 INTRODUCTION ABOUT KANDHARI BEVERAGES Ltd (KBL)

Kandhari Beverages Ltd is one of the largest bottling franchisee of India under license with the coca cola company, U.S.A. Kandhari Beverages set up their first plant in Chandigarh in the year 1967, under the agreement with Parle group. Kandhari group of industrie s was promoted by late. Sh. Teja Singh Kandhari by setting up a bottling plant in Chandigarh by the name of M/S Chandigarh Bottling Company that bottled the parle drinks via gold spot, Thums up, limca, and citra. In the year 1993, the company entered in th e franchise agreement with coca cola Company, U.S.A. & launched the world -renowned COKE brands. KBL is the first plant in the country to start a pet line. It has a total capacity of 3000 bottles per minute consisting of multiserve, RGB, Mazaa & 2 pet li nes KBL became the BIGGEST FRANCHISE in 2006 & achieved the landmark of 12 million unit cases. It has three bottling plants in Chandigarh, Nalagarh Distt. Solan, Nabipur Distt. Fathegarh. The company has a prime presence in the industry and has been awarded various quality awards and sales promotion awards for highest growth. KBL won a peacock award for environment management in 2002.

Confidential

Coca Cola K
Mr Mr Mr
Mr U Mr Mr R Mr Mr R r r r

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KBL FRANCHISE MATRICS

Chandigarh Haryana Himachal Pradesh Punjab

Metro 19 Districts 10 Districts 3 Districts

4.2 ORGANISATIONAL STRUCTURE OF THE SALES DEPARTMENT IN KBL

4.3 MANUFACTURING UNIT OF KBL

The manufacturing unit of KBPL, situated at Chandigarh, Solan & Fatehgarh Sahib is largest plant and one of the bottling operations owned by the company. It has a total capacity of 1560 bottles per minute consisting of multiserv e, RGB, Mazaa & 2 pet lines.
MANU ACTURING PROCESS AT KBPL

EXPLANATION O MANU ACTURING PROCESS

The manufacturing of the products of Coca -Cola involves the following steps: Water passes through the water treatment plant, further passing through the sand filter and the activated carbon filter, so as to attain pure cleansed water. In the syrup room, the concentrate 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.

CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

Manufacturing Plant, Fatehgarh Sahib

Sales and Distribution Operations

Distributors

Outlets

Outlets

4.4 BUSINESS PLAN MODEL AT KBL

Coca-Cola India

Manufactures Concentrate, Beverage base and Syrup

Regional Bottlers COBO/FOBO

Manufactures finished Bottles/Cans/Fountain Syrup

Customers

Consumers

4.5 DISTRIBUTION NETWORK

KBPL has a wide and well -managed network of salesmen appointed for taking up the responsibility of distribution of products to diverse parts of the cities. The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when they need it.

A typical distribution chain at KBPL would be:

Production --- Plant arehouse --- Depot arehouse --- Distribution

arehouse --- Retail Stock --- Retail Shelf --- Consumer

The customers of the Company are divided into different categories and different routes, and every salesman is assigned to one particular route, which is to be

followed by him on a daily basis. A detailed and well -organized distribution system contributes to the efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher profits to the firm.

DISTRIBUTION SYSTEM
y Direct distribution: In direct distribution, the bottling unit or the bottler partner

has direct control over the activities of sales, delivery, and merchandising and local account management at t he store level.
y Indirect distribution: In indirect distribution, an organization which is not part

of the Coca-Cola system has control on one or more of the distribution elements (Sales, delivery, merchandising and local account management)
y Merchandising: Merchandising means communication with the consumer at

the point of purchase to convey product benefit, value and Quality. Sales people and delivery personnel both have this responsibility. In certain locations special teams who go into business location s to specifically merchandise our products.

4.6 SWOT ANALYSIS OF KBL

STRENGTHS
y DISTRIBUTION NET ORK: The Company has a strong and reliable

distribution network. The network is formed on the basis of the time of consumption and the amount of sales yielded by a particular customer in one transaction. It has a distribution network consisting of a number of efficient salesmen, 700,000 retail outlets and 8000 distributors. The distribution fleet

includes different modes of distribution, from 10 -tonne trucks to open -bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles.

STRONG BRANDS: The products produced and marketed by the Company

have a strong brand image. People all around the world recognize the brands marketed by the Company. Strong brand names like Sprite, Fanta, Limca, Thums Up and Maaza add up to the brand name of the Coca -Cola Company as a whole. The Coca-Cola is one of the very few things that are recognized by people all over the world. Coca-Cola has been named the world's top brand for a fourth consecutive year in a survey by consultancy Interbran d. It was estimated that the Coca-Cola brand was worth $70.45billion. People all over the world enjoy coca cola products more than 1.3 billion times per day.

COST O OPERATIONS: The production, marketing and distribution systems

are very efficient due to forward planning and maintenance of consistency of operations, which minimizes wastage of both time and resources, leads to lowering of costs.

WEAKNESSES
y LO EXPORT LE ELS: The brands produced by the company are brands

produced world wide thereby making the export levels very low. In India, there exists a major controversy concerning pesticides and other harmful chemicals in bottled products including Coca -Cola. In 2003, the Centre for Science and Environment (CSE), a non-governmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India, including multinational giants PepsiCo and Coca -Cola, contained toxins including

lindane, DDT, malathion and chlorpyrifos - pesticides that can contribute to cancer and a breakdown of the immune system. Therefore, people abroad, are apprehensive about Coca -Cola products from India.

SMALL SCALE SECTOR RESER ATIONS LIMIT ABILITY TO IN EST AND ACHIE E ECONOMIES O SCALE:

The Companys operations are carried out on a small scale and due to Government restrictions and red-tapism, the Company finds it very difficult to invest in technological advancements and achieve economies of scale.

OPPORTUNITIES
y LARGE DOMESTIC MARKETS: The domestic market for the products of the

Company is very high as compared to any other soft drink manufacturer. Coca-Cola India claims a 60.1 per cent share of the soft drinks market; this includes a 42 per cent share of the cola market. Other p roducts account for 18.1 per cent market share, chiefly led by Limca.
y EXPORT POTENTIAL: The Company can come up with new products, which

are not manufactured abroad, like Maaza etc and export them to foreign nations. It can come up with strategies to elim inate apprehension from the minds of the people towards the Coke products produced in India so that there will be a considerable amount of exports and it is yet another opportunity to broaden future prospects and cater to the global markets rather than just domestic market.

HIGHER INCOME AMONG PEOPLE: Development of India as a whole has

lead to an increase in the per capita income thereby causing an increase in disposable income. Unlike olden times, people now have the power of buying goods of their choice without having to worry much about the flow of their income. The beverage industry can take advantage of such a situation and enhance their sales.

THREATS
y IMPORTS: As India is developing at a fast pace, the per capita income has

increased over the years and a majority of the people is educated, the export levels have gone high. People understand trade to a large extent and the demand for foreign goods has increased over the years. If consumers shift onto imported beverages rather than have beverages manufactured within the country, it could pose a threat to the Indian beverage industry as a whole in turn affecting the sales of the Company.

TAX AND REGULATORY SECTOR: The tax system in India is accompanied

by a variety of regulations at each stage on the consequence from production to consumption. When a license is issued, the production capacity is mentioned on the license and every time the production capacity needs to be increased, the license poses a problem. Renewing or updating a license every now and then is difficult. Therefore, this can limit the growth of the Company and pose problems.

SLO DO N IN RURAL DEMAND: The rural market may be alluring but it is

not without its problems: Low per capita disposable incomes that is half the urban disposable income; large number of daily wage earners, acute dependence on the vagaries of the monsoon; seasonal consumption linked to harvests and festivals and special occasions; poor roads; power problems; and inaccessibility to conventional advertising media. All these problems might lead to a slowdown in the demand for the companys products.

CHAPTER NO. 5

BRANDS OF COCA COLA

5.1 B

OF COCA-COLA
Coca-Cola Zero is one of the most successful product launch in Coca Colas portfolio. In 2007, Coca Colas sold nearly 460 million cases globally. Put into perspective, that's roughly the same size as Coca Colas total business in the Philippines, one of our top 15 markets. As of September 2008, Coca-Cola Zero is available in more than 110 countries.

Energy Drinks For those with a high-intensity approach to life, Coca Colas 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 Colas more than 20 juice and juice drink brands, offering both adults and children nutritious, refreshing and flavorful beverages.

Soft Drinks Coca Colas dozens of soft drink brands provide flavor and refreshment in a variety of choices. From the original Coca-Cola to most recent introductions, soft drinks from The Coca-Cola Company are both icons and innovators in the beverage industry. Sports Drinks Carbohydrates, fluids, and electrolytes team together in Coca Colas Sports Drinks, providing rapid hydration and terrific taste for fitness-seekers at any level

Tea and C

Bottl t offees ovi e onsumers' favorite rinks in onvenient take-any here ackaging, satisfying oth traditional tea drinkers and today's gro ing coffee culture.

Wa er

mooth and essential, our Water and Water Beverages offer hydration in its urest form.

O her Drinks

o much more than soft drinks. Coca Colas rands also include milk roducts, soup, and more so you can choose a Coca Cola Company product anytime, any here for nutrition, refreshment or other needs.

5.2 BRANDS AVAILABLE IN INDIA

ee

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.

The worlds favorite drink. The worlds most valuable brand. The most recognizable word across the world after OK. Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of non alcoholic beverages in the world. In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated its departure. Coca -Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. Coca-Cola returned to India in 1993 and over the past 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 -Colas advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the youths vocabulary. In 2002, Coca -Cola launched the campaign THANDA MATLAB COCA COLA which sky-rocketed the brand to make it Indias 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 b ounds.

Glass 200ml, 300ml, 500ml, 1000ml

PET 500ml,1.5L, 2L, 2.25L,500ml+100ml

Can 330ml

Fountain Various Sizes

STRONG COLA TASTE, EXCITING PERSONALITY

Thums 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.

Glass 200ml, 300ml, 500ml, 1000ml

Pet 500ml, 1.5L, 2L, 2.25L, 500ml+100ml

Can 330ml

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Today Sprite is perceived as a youth icon. Why? With a strong appeal to the you th, Sprite has stood for a straight forward and honest attitude. Its clear crisp refers hingtaste encourages the todays youth to trust their instincts, influence them to be true to who they are and to obey their thirst. Glass 200ml, 300ml Pet 500ml,1.5L, 2L, 2.5L, 500ml+100ml Can 330ml

Fanta-

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

favorite drinks since 1940s. 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.

Glass 200ml,300ml

Pet 500ml,1.5L,2L, 2.25L,500ml+100ml

Can 330ml

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. Consumes regard Maaza as wholesome, natural, fun drink which delivers the real experience of fruit. Th e current advertising of Maaza under the tagline Yaari Dosti Taaza Maaza positions it as enabler of fun friendship moments between mom and kids as mom trust the brand and kids love its taste. Glass 250ml Pet 1000ml Tetra pack 125ml, 200ml

MINUTE MAID- PULPY ORANGE

The history of the Minute Maid brand goes as far back as 1945 when the Florida Foods Corporation developed orange juice powder. The company developed a process that eliminated 80 percent of the water in the orange juice, forming a frozen concentrates that when reconstituted created orange juice. They branded it Minute Maid, a name connoting the convenience and the ease of preparation (In a minute). Minute Maid thus moved from a powdered concentrate to the first ever orange juice from concentrate. Over the years, through innovations and unmatched consumer experience provided in over 60 countries, Minute Maid brand has clearly become one of the worlds largest juice and juice drink brands. The launch of Minute Maid Pulpy Orange in India(starting with the south of the country) is aimed to further extend the leadership of Coca-Cola in in the juice drink category.

A AILABLE IN THREE PET PACK SIZES 400 ML and 1 LITERS and 1.25 LITERS.

Water, a thirst quencher that refreshe s a life giving force that washes all the toxins away. A ritual purifier that cleanse s, 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 understood. Particularly in a nation such as India where water governs the lives of the million, 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 Coco -Cola Company. That is why we introduced Kinley with reverse -osmosis along with the latest technology to ensure the purity of our product. Thats why we go through rigorous testing procedures at each and every location where Kinley is produced.

MINUTE MAID-NIMBU FRESH

Riding on the success of Minute Maid Pulpy Orange, Coca -Cola in India today announced the launch of its latest product variant under the Minute Maid brand umbrella. The new Minute Maid Nimbu Fresh is a lemon juice -based drink with no added preservative or added colour, developed for the Indian market. The lemon-flavoured drink is made out of fresh lemon juice concentrate, emulating home-made 'nimbu pani', and casrries the tagline: 'Bilkul ghar jaisa' (just like home). The new drink is targeted at consumers across all age groups who are on the look out for a naturally refreshing juice drink. Minute Maid Nimbu Fresh is being launched in a phased manner and will be initially made available to consumers through selective channels and outlets in Tamil Nadu, followed by a nation -wide launch later this year

ABSTRACT
The origination of the project R .E .D (Right execution Daily ) is from Atlanta. The key concept or the underlying principal behind R.E.D. is the Point of Purchase (POP) display. Various promotional tools and marketing techniques were used to enhance the tendency or impulse purchase by the end consumer. For instance, if the product is kept at the prime location, the information regarding the brand availability of the product can be easily transmitted. It was also made sure that there are sufficient promotional tools to add to the tendency o f increased impulsive purchase by the consumer. Initially market developers were appointed in certain specific areas to provide various promotional tools like visicooler (for proper display of all the product brands), warm display racks, Standees, Flanges and other relevant material to selected and pre categorized outlets. Thereafter the responsibility to maintain the promotional tools at the outlets was rigorously carried out on a daily basis by them. It was also made sure that the sufficient stocks are available at all the outlets for which they kept in constant touch with the sales team. Hence, it also makes the sales team an inseparable part of the project. Agency named A.C. Nielsen was recruited on a nationwide scale to measure the performance of the project on a monthly basis. The agency measures the execution of project RED on various parameters. In the next stage of this project Minute Maid Nimbu Fresh was promoted as PEPSI had launched its new product Nimbooz which proved to be a success and so work was required for maintaining good position in lemon drinks category.

RED: - RIGHT EXECUTION DAILY

6.1 WHAT IS R.E.D.?

Right Execution Daily is the tool to measure sales team and distributors performance in the outlets with respect to all parameters of execution.
y

RED lays down standards for visi-coolers, brand norms and in-outlet activation elements.

It lays down specific norms and elements f or enhanced in- outlet brand execution.

y y

It tracks brands and brand packs penetration in outlets. It allows for development of short, mid and long term execution strategies, tactics and action plans.

Due to the audit characteristic RED, each brand can be me asured against its specific execution goals and can be precisely monitored.

OUTLET VOLUME On the basis of the outlet volume outlets are divided into 3 main types: -

DIAMOND - This category includes those outlets whose annual sale is more than 800 crates.

GOLD

- This category includes those outlets whose annual sale is from 500

to 799 crates.
y

SILVER This category include those outlets whose annual sale is 200 to 499 crates.

CHANNEL CLUSTER On the basis of channel cluster outlets are divided into 3 types -

GROCERY These outlets are primarily engaged in retailing of food and various household items. It includes grocers (outlets dealing mainly in grains, provision, spices, and edible outlets.

E&D Eating and drinking outlets sell items to eat which are being cooked within outlets with possibility of consuming those products within the outlets. The outlets have a place to sit. It includes Bakery, Sweets shop, Restaurant, Bars, Juice centers, Ice cream parlors.

CONVENIENCE It include outlets which are small stores or shop, easily accessible. These are often located alongside of busy roads. It includes Chemist shops, STD booths, Pan Shops etc. After the identification of the outlets on the specified norms the total area of the Chandigarh was fragmented sub market was to be looked after by the market developers appointed by the company. Each M .D had his permanent journey plan .The P.J.P plan is a day wise schedule of the market developer which contain the names of the outlets to be visited by him coming under the campaign R.E.D where the project has to be implemented. After going the permanent journey plan the next step was as market on a whole .The visit to all the outlets of that area helped in revealing its market condition prevalent in Sector 30 & 31, 32.

6.2 WHY R.E.D

y

With 50% market share, do we need to worry about Pepsi?

With the availability, can we expand the distribution?

But do we have the high availability all brands packs?

New brand packs do we have the space in the visi-cooler.

Then how we get growths?

6.3 WHAT IS REAL CHALLENGE?

1. Impulse consumption 2. Home consumption 3. Space in outlet

6.4 RED MEASURES COMPLIANCE TO THE PICTURE OF SUCCESS

y y y y y

VisiCooler presence & condition. VisiCooler position, display & and brand order compliance. Availability standards. Activation elements. Price communication.

6.5 MARKET SE ME TAT ON MODEL

SEGMENTATION MODEL
OUR MARKET CAN BE SEGMENTED ALONG 2 LINES-OUTLET OLUME CHANNEL CLUSTER

OUTLET CLASSIFICATION Diamond Gold Silver Bronze

VPO SLAB(C/S) >800 >500-799 200-499

<200

GROCERY

Outlets primarily engaged in retailing of food & various household items. It includes Grocers(outlets dealing mainly in grains, provisions, spices, edible oil, vanaspati etc.) and General stores (outlets selling items of day today requirements & stocking a variety of branded products.

E D

These outlets sell items to eat which are made at the outlet with possibility of consuming those products within the outlets. These outlets have a place to sit. It includes OSR/Bakery/Mithai stores/Restaurants/Bars/Juice Centers/ Soft Drinks Shops ice-cream parlors/ Tea Shops/Cafes etc.

CON ENIENCE

It includes outlets which are small stores or shops, generally accessible These are often located alongside busy roads. It includes chemists/STD Boothsl/Pan-Beedi Shops etc

locally.

6.6 R.E.D NORMS

It becomes very important to know about the details of various norms necessary to evaluate the performance of M.D.s before going for the details analysis. Brand order norms as per R.E.D standards. CoLOJK (BRAND ORDER PACK) According to this brand order norms Co refers to cola, L refer to Lemon, O ref ers to Orange, J refers to Juices and K refers to Kinley.

RED BRAND PACK NORMS

This brand pack norms are designed as per nature of the outlet and the requirement of the outlet. e.g. The outlets which mainly deals in daily use products like flour, oil, soap, etc. which consumers usually purchase once in a month and hence PET bottles must be there in grocery outlet. Although outlet owner can keep RGB but it is not mandatory. It is mandatory only on silver outlet which has low sales as compared to other classified outlet categories.

FOR GROCERY OUTLET.

PACK/CATEGORY CAN RGB RGB MAAZA MOBIL MAZZA LARGE PET CSD LARGE PET MAZZA TP-MAZZA DIAMOND NA NA NA MAZZA 600ml COLA+3 MAZZA 1.2lit NA GOLD NA NA NA MAZZA 600ml COLA+2 MAZZA 1.2lit NA SILVER NA COLA+2 MAZZA+250ml COLA+1 MAZZA 600ml COLA+1 MAZZA 1.2lit NA

ACTI ATION ELEMENTS MANDATORY

The given display is mandatory as per the requirement of the outlet .Grocery outlet mainly contain PET bottles.

FOR EATING AND DRINKING OUTLETS

PACK/CATEGORY CAN RGB RGB MAAZA MOBIL MAAZA LARGE PET CSD LARGE PET MAAZA TP-MAAZA MOBIL CSD DIAMOND DIET KO+1 COLA+3 250ml MAAZA600ML NA NA NA COLA+3 GOLD NA COLA+3 250ml MAAZA600ml NA NA NA COLA+2 SILVER NA COLA+2 250ml MAAZA 600ml NA NA NA COLA+1

ACTI ATION ELEMENTS

E &D (eating and drinking) are the outlets engaged in selling the items which are being made at the outlet with possibility of consuming those products with in the outlet. The outlet may have a place to sit and hence RGB in 200ml and 3 00ml must be there in the outlet for consuming along with RGB and small PET bottles.

FOR CON ENIENCE OUTLET

PACK/CATEGORY CAN RGB RGB MAAZA MOBIL MAAZA LARGE PET CSD LARGE PET MAAZA TP-MAAZA MOBIL CSD

DIAMOND DIET KO+1 COLA+3 250 ml MAAZA 600ml NA NA NA COLA+3

GOLD NA COLA+3 250 ml MAAZA 600ml NA NA NA COLA+2

SILVER NA COLA+2 250ml MAAZA 600ml NA NA NA COLA+1

These norms were to be followed at each and every outlet according to their categorized type. Now for every outlet there were some points for location of visicooler, some points for availability and some points for activation of different rack.

6.7 SCORE SHEET

RED 1 2 3 4 5 6 7 Parameter Is a coca cola cooler present Is the cooler as per standard Is the cooler in prime location Is the visicooler in a working condition Is the visicooler light working Is the cooler 100% pure Is the cooler brand order compliant Total Can RGB-CSD RGB- aaza obile-CSD obile- aaza LARGE PET-CSD LARGE PET- aaza TP- aaza Total Warm Display Rack Is the rack pure and charged Shelf Display Crate display with wrap Flange/Standee/GSB/ DPS board/Flex board Aerial obile Hanger enu board/ enu card Combo communication Branded table mat/table vinyl Total Grocery D G S D E&D G S Conv. D G S 4 10 3 2 10 6 35 18 4 14 4

Visicooler

Activation

1 2 3 4 5 6 7 8 9

1 2 3 4 Availability 5 6 7 8

4 4 4 4 10 10 10 10 3 3 3 3 2 2 2 2 10 10 10 10 6 6 6 6 35 35 35 35 4 12 22 4 8 16 16 10 6 4 4 4 16 16 10 4 4

4 4 4 4 10 10 10 10 3 3 3 3 2 2 2 2 10 10 10 10 6 6 6 6 35 35 35 35 4 25 25 14 18 10 10 4 4 5 5 13 13 3 3

2 2 40 40 40 40 40 40 40 40 10 10 8 10 10 10 10 7 5 5 5 5 5 5 5 5 10 10 5 5 15 15 15 5 5 25 25 25 25 25 25 25 25

40 10

5 10

25