COCA COLA BEVERAGE PVT LTDCOCA COLA BEVERAGE PVT LTD

AResearch REPORT

ON

“ANALYTICAL STUDY OF THE EFFECTIVENESS OF THE DISTRIBUTION PROCESS OF VARIOUS

PRODUCT OF COCA COLA”

Submitted for the partial fulfillment of the requirement for the award

OF

MASTER OF BUSINESS ADMINISTRATIONSESSION 2012-2014

MANGALMAY INSTITUTE OF MANAGEMENT & TECHNOLOGY GREATER

NOIDA

Submitted To: Submitted By:Prof. Sandeep Sharma Dharmendra KumarFaculty of Marketing MBA IInd Year (MIMT) Roll-1215270019

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ACKNOWLEDGEMENT

The Research report will be incomplete without acknowledge

giving my sincere, gratitude to all persons who have helped me in

the preparation of this dissertation. First of all, I thank “GOD

ALIMIGHTY” for the blessings showered on me throughout this

project work, which has helped me in the successful completion of

the Report.

In the beginning, I would like to express my sincere thanks to my

Institute teachers for giving me an opportunity to take the practical

experience of working life.

I convey my sincere thanks to Prof. Sandeep Sharma (MIMT), Gr.

Noida, for providing me the proper guidance for providing me the

opportunity to carry out my summer training project effectively and

efficiently. I would also like to pay thanks to all my classmates and

friends and my family members for co-operating with me and

helping me to complete the project.

.

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DECLARATION

I hereby declare that I have carried out Research Report on the topic

entitled “Analytical study of the effectiveness of distribution process

of various product of coca-cola” at Delhi/NCR.

I further declare that this Report work is based on my original work and

no part of this Report has been published or submitted to anybody.

Place: DHARMENDRA KUMAR DATE: ROLL NO- 1215270019

M.B.A IIND YEAR

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PREFACE

In summer the consumption of soft drinks is more due to hot

weather in this time chilled weather is needed everywhere and

every body irrespective of age difference. In the market peoples

not only need water, but they want same taste too. Here comes

the need of soft drinks: it has become an essential part of market

as people like it in addition to the bottles, now day’s packages of

soft drinks i.e. Tin cans. Pet packs of i.e. Litters canisters and

dispensers are introduced to enhance the impact in sales.

As an integral part as curriculum all M.BA a participant are

required to undergo research Report in any industry for 6 to 8

week’s period. The main objective of this Report is to supplement

theoretical knowledge with exposure to practical operator of an

organization or industry. Candidate tale much help from this report

when he get the job after completed the curriculum in this report

candidate get the better opportunity to in meet the Retailer

conjurer, whale sellers dealer by which candidates gain more and

more information about the market. By this practical Experience

candidate confident level is improved. Consequently we can say

this report provide better understanding of all functional areas of

management skills.

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EXECUTIVE SUMMARY

Coca cola is a 125 years old brand which was invented in Atlanta

Georgia in the year 1886 by Dr John S Pemberton. Over a period

of time the drink transform itself from a drink of medicinal value to

the most recognizable brand in the world today.

This report has been prepared with a specific purpose in mind. It outlines

the history and current scenario of the Coca-Cola Company globally and

locally. The first part of the study takes us through the present state of

affairs of the beverage industry and Coca-Cola Company globally.

The report contains a brief introduction of Coca Cola Company and

Coca-Cola India and a detailed view of the tasks, which have been

undertaken to analyze the market of Coca-Cola i.e. we have performed

Competitive, PESTLE and SWOT analysis of Coca-Cola Company and

PESTLE and SWOT analysis of Coca-Cola India in order to identify

areas of potential growth for Coca-Cola. We have also given a brief

description of Trends and Forces that are affecting Coca-Cola Company

globally.

The main objective of this project report is to analyze and study in

efficient way the current position of Coca- Cola Company. The study also

aims to perform Market Analysis of Coca-Cola Company & find out

different factors effecting the growth of Coca-Cola. Another objective of

the study was to perform Competitive analysis between Coca-Cola and its

competitors. Apart from these objectives this study is also conducted to

understand the Customer preferences towards various Coca-Cola

products.

.

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TABLE OF CONTENTTopic Page No.

INTRODUCTION OF COCA COLA : 8-11

HISTORY : 12-14

COMPANY PROFILE : 15-27

LOGO DESIGN : 28-34

ADVERTISING : 35-41

BUSINESS SEGMENT : 42

COMPANY PROFILE IN INDIA : 43-45

ORGANIZATION STRUCTURE : 46

PRODUCTION PROCESS : 47 MARKET OF SOFT DRINK IN INDIA : 48-55

MARKETING STRATEGIES : 56-63

DISTRIBUTION CHANNEL : 64-70

ANALYSIS & INTERPRATION : 71-83

GRAPH : 84-94

PRESELL : 95-103

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RESEARCH METHODOLOGY : 104-114

SWOT ANALYSIS : 115-118

Findings : 119-120

SUGGETION & CONCULATION : 121-122

RECOMMENDATION : 123

BIBLIOGRAPHY : 124-125 Annexure - Questionnaire : 126-128

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INTRODUCTION

Coca-Cola

1941-present logo

Type Cola

Manufacturer The Coca-Cola Company

Country of

originUnited States

Introduced 1886

Color Caramel E-150d

Flavor Cola, Cola Cherry, Cola

Vanilla, Cola Green Tea,

Cola Lemon, Cola Lemon

Lime, Cola Lime, Cola

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Orange and Cola

Raspberry.

VariantsSee Brand portfolio

section below

Related

products

Pepsi

RC Cola

Cola Turka

Kola Real

Inca Kola

Zam Cola

Mecca-Cola

Virgin Cola

Parsi Cola

Qibla Cola

Evoca Cola

Corsica Cola

Breizh Cola

Afri Cola

Website www.coca-cola.com

Coca-Cola is a carbonated soft drink sold in stores, restaurants,

and vending machines throughout the world. It is produced by The

Coca-Cola Company of Atlanta, Georgia, and is often referred to

simply as Coke (a registered trademark of The Coca-Cola

Company in the United States since March 27, 1944). Originally

intended as a patent medicine when it was invented in the late

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19th century by John Pemberton, Coca-Cola was bought out by

businessman Asia Griggs Candler, whose marketing tactics led

Coke to its dominance of the world soft-drink market throughout

the 20th century.

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. The Coca-Cola Company also sells concentrate for

soda fountains to major restaurants and food service distributors.

The Coca-Cola Company has, on occasion, introduced other cola

drinks under the Coke brand name. The most common of these is

Diet Coke, with others including Caffeine-Free Coca-Cola, Diet

Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-

Cola Vanilla, and special versions with lemon, lime or coffee.

History of Coca cola

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19th century historical origins

Eagle Drug and Chemical House, Columbus, Georgia

John Pemberton, the inventor of Coca-Cola

Old German Coca-Cola bottle opener.

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Believed to be the first coupon ever, this ticket for a free glass of

Coca-Cola was first distributed in 1888 to help promote the drink.

By 1913, the company had redeemed 8.5 million tickets.

This Coca-Cola advertisement from 1943 is still displayed in the

small city of Minden, Louisiana.

Colonel John Pemberton was wounded in the Civil War, became

addicted to morphine, and began a quest to find a substitute to the

dangerous opiate. The prototype Coca-Cola recipe was formulated

at Pemberton's Eagle Drug and Chemical House, a drugstore in

Columbus, Georgia, originally as a coca wine. He may have been

inspired by the formidable success of Vin Mariana, a European

coca wine.

In 1885, Pemberton registered his French Wine Coca nerve tonic.

In 1886, when Atlanta and Fulton County passed prohibition

legislation, Pemberton responded by developing Coca-Cola,

essentially a nonalcoholic version of French Wine Coca. 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,

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and impotence. Pemberton ran the first advertisement for the

beverage on May 29 of the same year in the Atlanta Journal.

By 1888, three versions of Coca-Cola – sold by three separate

businesses – were on the market. A copartner ship had been

formed on January 14, 1888 between Pemberton and four Atlanta

businessmen: J.C. Mayfield, A.O. Murphy; C.O. Mullahy and E.H.

Blood worth. Not codified by any signed document, a verbal

statement given by Asia Candler years later asserted under

testimony that he had acquired a stake in Pemberton's company

as early as 1887. John Pemberton declared that the name "Coca-

Cola" belonged to his son, Charley, but the other two

manufacturers could continue to use the formula.

Charley Pemberton's record of control over the "Coca-Cola" name

was the underlying factor that allowed for him to participate as a

major shareholder in the March 1888 Coca-Cola Company

incorporation filing made in his father's place. More so for Candler

especially, Charley's position holding exclusive control over the

"Coca Cola" name continued to be a thorn in his side.

Asa Candler's oldest son, Charles Howard Candler, authored a

book in 1950 published by Emory University. In this definitive

biography about his father, Candler specifically states: "..., on April

14, 1888, the young druggist [Asia Griggs Candler] purchased a

one-third interest in the formula of an almost completely unknown

proprietary elixir known as Coca-Cola."

The deal was actually between John Pemberton's son Charley and

Walker, Candler & Co. - with John Pemberton acting as cosigner

for his son. For $50 down and $500 in 30 days, Walker, Candler &

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Co. obtained all of the one-third interest in the Coca-Cola

Company that Charley held, all while Charley still held on to the

name. After the April 14th deal, on April 17, 1888, one-half of the

Walker/Dozier interest shares were acquired by Candler for an

additional $750

The Coca-Cola Company

In 1892, Candler set out to incorporate a second company; "The

Coca-Cola Company" (the current corporation). When Candler had

the earliest records of the "Coca-Cola Company" burned in 1910,

the action was claimed to have been made during a move to new

corporation offices around this time.

After Candler had gained a better foothold of Coca-Cola in April

1888, he nevertheless was forced to sell the beverage he

produced with the recipe he had under the names "Yum Yum" and

"Coke". This was while Charley Pemberton was selling the elixir,

although a cruder mixture, under the name "Coca-Cola", all with

his father's blessing. After both names failed to catch on for

Candler, by the summer of 1888, the Atlanta pharmacist was quite

anxious to establish a firmer legal claim to Coca-Cola, and hoped

he could force his two competitors, Walker and Dozier, completely

out of the business, as well.

When Dr. John Stitch Pemberton suddenly died on August 16,

1888, Asia G. Candler now sought to move swiftly forward to attain

his vision of taking full control of the whole Coca-Cola operation.

Charley Pemberton, an alcoholic, was the one obstacle who

unnerved Asia Candler more than anyone else. Candler is said to

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have quickly maneuvered to purchase the exclusive rights to the

name "Coca-Cola" from Pemberton's son Charley right after Dr.

Pemberton's death. One of several stories was that Candler

bought the title to the name from Charley's mother for $300;

approaching her at Dr. Pemberton's funeral. Eventually, Charley

Pemberton was found on June 23, 1894, unconscious, with a stick

of opium by his side. Ten days later, Charley died at Atlanta's

Grady Hospital at the age of 40.

In Charles Howard Candler's 1950 book about his father, he

stated: "On August 30th {1888}, he {Asia Candler} became sole

proprietor of Coca-Cola, a fact which was stated on letterheads,

invoice blanks and advertising copy."

With this action on August 30, 1888, Candler's sole control

became technically all true. Candler had negotiated with Margaret

Dozier and her brother Wool folk Walker a full payment amounting

to $1,000, which all agreed Candler could pay off with a series of

notes over a specified time span. By May 1, 1889, Candler was

now claiming full ownership of the Coca-Cola beverage, with a

total investment outlay by Candler for the drink enterprise over the

years amounting to $2,300.

In 1914, Margaret Dozier, as co-owner of the original Coca-Cola

Company in 1888, came forward to claim that her signature on the

1888 Coca-Cola Company bill of sale had been forged.

Subsequent analysis of certain similar transfer documents had

also indicated John Pemberton's signature was most likely a

forgery, as well, which some accounts claim was precipitated by

his son Charley.

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Origins of bottling

The first bottling of Coca-Cola occurred in Vicksburg, Mississippi,

at the Biedenharn Candy Company in 1891. The proprietor of the

bottling works was Joseph A. Biedenharn. The original bottles

were Biedenharn bottles, very different from the much later hobble-

skirt design of 1915 now so familiar.

It was then a few years later that two entrepreneurs from

Chattanooga, Tennessee, namely; Benjamin F. Thomas and

Joseph B. Whitehead, proposed the idea of bottling and were so

persuasive that Candler signed a contract giving them control of

the procedure for only one dollar. Candler never collected his

dollar, but in 1899, Chattanooga became the site of the first Coca-

Cola bottling company. Candler remained very content just selling

his company's syrup. The loosely termed contract proved to be

problematic for The Coca-Cola Company for decades to come.

Legal matters were not helped by the decision of the bottlers to

subcontract to other companies, effectively becoming parent

bottlers.

The first outdoor wall advertisement that promoted the Coca-Cola

drink was painted in 1894 in Cartersville, Georgia.

Cola syrup is sold as an over-the-counter dietary supplement for

upset stomach.

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20th century landmarks

By the time of its 50th anniversary, the soft drink had reached the

status of a national icon in the USA. In 1935, it was certified kosher

by Atlanta Rabbi Tobias Geffen, after the company made minor

changes in the sourcing of some ingredients.

Original framed Coca-Cola artist's drawn graphic presented by The

Coca-Cola Company on July 12, 1944 to Charles Howard Candler

on the occasion of Coca-Cola's "1 Billionth Gallon of Coca-Cola

Syrup."

Claimed to be the first installation anywhere of the 1948 model

"Boat Motor" styled Coca-Cola soda dispenser, Freeman’s

Pharmacy, Atlanta, Georgia. The "Boat Motor" soda dispenser was

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introduced in the late 1930s and manufactured till the late 1950s.

Photograph circa 1948.

The longest running commercial Coca-Cola soda fountain

anywhere was Atlanta's Freeman’s Pharmacy, which first opened

its doors in 1914. Jack Freeman took over the pharmacy from his

father and ran it till 1995; closing it after 81 years.

On July 12, 1944, the one-billionth gallon of Coca-Cola syrup was

manufactured by The Coca-Cola Company.

Cans of Coke first appeared in 1955.

New Coke

Main article: New Coke

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

change the formula of the drink with "New Coke". Follow-up taste

tests revealed most consumers preferred the taste of New Coke to

both Coke and Pepsi, but Coca-Cola management was

unprepared for the public's nostalgia for the old drink, leading to a

backlash. The company gave in to protests and returned to a

variation of the old formula using high fructose corn syrup instead

of cane sugar as the main sweetener, under the name Coca-Cola

Classic, on July 10, 1985.

21st century

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.

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

changed back to "Coca-Cola". The word "Classic" was removed

because "New Coke" was no longer in production, eliminating the

need to differentiate between the two. The formula remained

unchanged.

In January 2009, Coca-Cola stopped printing the word "Classic" on

the labels of 16-US-fluid-ounce (470 ml) bottles sold in parts of the

southeastern United States. The change is part of a larger strategy

to rejuvenate the product's image. The word "Classic" was

removed from all Coca-Cola products by 2011.

In November 2009, due to a dispute over wholesale prices of

Coca-Cola products, Costco stopped restocking its shelves with

Coke and Diet Coke. However, some Costco locations (such as

the ones in Tucson, Arizona), sell imported Coca-Cola from

Mexico.

Coca-Cola introduced the 7.5-ounce mini-can in 2009, and on

September 22, 2011, the company announced price reductions,

asking retailers to sell eight-packs for $2.99. That same day, Coca-

Cola announced the 12.5-ounce bottle, to sell for 89 cents. A 16-

ounce bottle has sold well at 99 cents since being re-introduced,

but the price was going up to $1.19.

In 2012, Coca-Cola would resume business in Myanmar after 60

years of absence due to U.S.-imposed investment sanctions

against the country. Coca-Cola's bottling plant will be located in

Yangon and is part of the company's five-year plan and $200

million investment in Myanmar.

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Coca-Cola with its partners is to invest USD 5 billion in its

operations in India by 2020.

In 2013, it was announced that Coca-Cola Life would be

introduced in Argentina that would contain Stevie and sugar.[44]

Coke advertisement - 2013

Production

Coca-Cola 375 ML cans – 24 pack (AU)

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Ingredients

Carbonated water

Sugar (sucrose or high-fructose corn syrup depending on

country of origin)

Caffeine

Phosphoric acid

Caramel color (E150d)

Natural flavorings]

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

carbohydrates (all from sugar, approximately 10 teaspoons),

50 mg of sodium, 0 grams fat, 0 grams potassium, and 140

calories.

Formula of natural flavorings

Main article: Coca-Cola formula

The exact formula of Coca-Cola's natural flavorings (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 was held in

SunTrust Bank's main vault in Atlanta for 86 years. Its

predecessor, the Trust Company, was the underwriter for the

Coca-Cola Company's initial public offering in 1919. On December

8, 2011, the original secret formula was moved from the vault at

SunTrust Banks to a new vault containing the formula which will be

on display for visitors to its World of Coca-Cola museum in

downtown Atlanta.

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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.

On February 11, 2011, Ira Glass revealed on his PRI radio show,

This American Life, that the secret formula to Coca-Cola had been

uncovered in a 1979 newspaper. The formula found basically

matched the formula found in Pemberton's diary.

Use of stimulants in formula

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An early Coca Cola advertisement.

When launched, Coca-Cola's two key ingredients were cocaine

and caffeine. The cocaine was derived from the coca leaf and the

caffeine from kola nut, leading to the name Coca-Cola (the "K" in

Kola was replaced with a "C" for marketing purposes).

Brand portfolio

This is a list of variants of Coca-Cola introduced around the world.

In addition to the caffeine-free version of the original, additional

fruit flavors have been included over the years. Not included here

are versions of Diet Coke and Coca-Cola Zero; variant versions of

those no-calorie colas can be found at their respective articles.

Name Launched Discontinued Notes

Coca-Cola 1886

The original

version of Coca-

Cola.

Caffeine-

Free Coca-

Cola

1983

The caffeine free

version of Coca-

Cola.

Coca-Cola

Cherry

1985 Was available in

Canada starting

in 1996. Called

"Cherry Coca-

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Cola (Cherry

Coke)" in North

America until

2006.

New

Coke/"Coca-

Cola II"

1985 2002

Was still available

in Yap and

American Samoa

Coca-Cola

with Lemon

2001 2005 Available in:

Australia,

American Samoa,

Austria, Belgium,

Brazil, China,

Denmark,

Federation of

Bosnia and

Herzegovina,

Finland, France,

Germany, Hong

Kong, Iceland,

Korea,

Luxembourg,

Macau, Malaysia,

Mongolia,

Netherlands, New

Caledonia, New

Zealand,

Reunion,

Singapore, Spain,

Switzerland,

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Taiwan, Tunisia,

United Kingdom,

United States,

and West Bank-

Gaza

Coca-Cola

Vanilla

2002;

20072005;

Available in:

Austria, Australia,

China, Finland,

Germany, Hong

Kong, New

Zealand,

Malaysia, South-

Africa, Sweden,

United Kingdom

and United

States. It was

reintroduced in

June 2007 by

popular demand.

Coca-Cola

with Lime2005

Available in

Belgium,

Netherlands,

Singapore,

Canada, the

United Kingdom,

and the United

States.

Coca-Cola

Raspberry

June 2005 End of 2005 Was only

available in New

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Zealand.

Currently

available in the

United States in

Coca-Cola

Freestyle fountain

since 2009.

Coca-Cola

Black Cherry

Vanilla

2006Middle of

2007

Was replaced by

Vanilla Coke in

June 2007

Coca-Cola

Blāk2006

Beginning of

2008

Only available in

the United States,

France, Canada,

Czech Republic,

Bosnia and

Herzegovina,

Bulgaria and

Lithuania

Coca-Cola

Citra2006

Only available in

Bosnia and

Herzegovina,

New Zealand and

Japan.

Coca-Cola

Orange

2007 Was available in

the United

Kingdom and

Gibraltar for a

limited time. In

Germany, Austria

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and Switzerland

it's sold under the

label Mezzo Mix.

Currently

available in Coca-

Cola Freestyle

fountain outlets in

the United States

since 2009.

Coca-Cola

Life2013

Only available in

Argentina.

Logo design

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

bookkeeper, Frank Mason Robinson, in 1885. Robinson came up

with the name and chose the logo's distinctive cursive script. The

typeface used, known as Spenserians 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.

Contour bottle design

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Earl R. Dean's original 1915 concept drawing of the contour Coca-Cola bottle.

The prototype never made it to production since its middle

diameter was larger than its base, making it unstable on conveyor

belts.

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Designer label for 2 liter Coca-Cola bottle

The Coca-Cola bottle, called the "contour bottle" within the

company, but known to some as the "hobble skirt" bottle, was

created by bottle designer Earl R. Dean. In 1915, the Coca-Cola

Company launched a competition among its bottle suppliers to

create a new bottle for their beverage that would distinguish it from

other beverage bottles, "a bottle which a person could recognize

even if they felt it in the dark, and so shaped that, even if broken, a

person could tell at a glance what it was."

Chapman J. Root, president of the Root Glass Company of Terre

Haute, Indiana, turned the project over to members of his

supervisory staff, including company auditor T. Clyde Edwards,

plant superintendent Alexander Samuelsson, and Earl R. Dean,

bottle designer and supervisor of the bottle molding room. Root

and his subordinates decided to base the bottle's design on one of

the soda's two ingredients, the coca leaf or the kola nut, but were

unaware of what either ingredient looked like. Dean and Edwards

went to the Emeline Fairbanks Memorial Library and were unable

to find any information about coca or kola. Instead, Dean was

inspired by a picture of the gourd-shaped cocoa pod in the

Encyclopedia Britannica. Dean made a rough sketch of the pod

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and returned to the plant to show Root. He explained to Root how

he could transform the shape of the pod into a bottle. Root gave

Dean his approval.

Faced with the upcoming scheduled maintenance of the mold-

making machinery, over the next 24 hours Dean sketched out a

concept drawing which was approved by Root the next morning.

Dean then proceeded to create a bottle mold and produced a small

number of bottles before the glass-molding machinery was turned

off.

Chapman Root approved the prototype bottle and a design patent

was issued on the bottle in November, 1915. The prototype never

made it to production since its middle diameter was larger than its

base, making it unstable on conveyor belts. Dean resolved this

issue by decreasing the bottle's middle diameter. During the 1916

bottler's convention, Dean's contour bottle was chosen over other

entries and was on the market the same year. By 1920, the

contour bottle became the standard for the Coca-Cola Company.

Today, the contour Coca-Cola bottle is one of the most recognized

packages on the planet..."even in the dark!".

As a reward for his efforts, Dean was offered a choice between a

$500 bonus or a lifetime job at the Root Glass Company. He chose

the lifetime job and kept it until the Owens-Illinois Glass Company

bought out the Root Glass Company in the mid-1930s. Dean went

on to work in other Midwestern glass factories.

One alternative depiction has Raymond Loewy as the inventor of

the unique design, but, while Loewy did serve as a designer of

Coke cans and bottles in later years, he was in the French Army

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the year the bottle was invented and did not immigrate to the

United States until 1919. Others have attributed inspiration for the

design not to the cocoa pod, but to a Victorian hooped dress

In 1944, Associate Justice Roger J. Tray nor of the Supreme Court

of California took advantage of a case involving a waitress injured

by an exploding Coca-Cola bottle to articulate the doctrine of strict

liability for defective products. Trainer’s concurring opinion in

Escola v. Coca-Cola Bottling Co. is widely recognized as a

landmark case in U.S. law today.

In 1997, Coca-Cola introduced a "contour can," similar in shape to

its famous bottle, on a few test markets, including Terre Haute,

Indiana. The can has never been widely released.

A new slim and tall can began to appear in Australia on December

20, 2006; it cost A$1.95. The cans have a resemblance to energy

drink cans. The cans were commissioned by Domino's Pizza and

are available exclusively at their restaurants.

In January 2007, Coca-Cola Canada changed "Coca-Cola Classic"

labeling, removing the "Classic" designation, leaving only "Coca-

Cola." Coca-Cola stated this is merely a name change and the

product remains the same.

In 2007, Coca-Cola introduced an aluminum can designed to look

like the original glass Coca-Cola bottles.

In 2007, the company's logo on cans and bottles changed. The

cans and bottles retained the red color and familiar typeface, but

the design was simplified, leaving only the logo and a plain white

swirl (the "dynamic ribbon").32 | P a g e

In 2008, in some parts of the world, the plastic bottles for all Coke

varieties (including the larger 1.5- and 2-liter bottles) were changed

to include a new plastic screw cap and a slightly taller contoured

bottle shape, designed to evoke the old glass bottles.

Two Chinese Coke bottles, a 200 ml glass bottle, which is becoming less common, and a 300 ml plastic bottle that is now widely available.

Designer bottles

Karl Lagerfeld is the latest designer to have created a collection of aluminum bottles for Coca-Cola. Lagerfeld is not the first fashion designer to create a special version of the famous Coca-Cola Contour bottle. A number of other limited edition bottles by fashion designers for Coca Cola Light soda have been created in the last few years.

In 2009, in Italy, Coca-Cola Light had a Tribute to Fashion to celebrate 100 years of the recognizable contour bottle. Well known Italian designers Alberta Ferrety, Blumarine, Etro, Fendi, Marini, Mission, Mooching, and Versace each designed limited edition bottles.

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Competitors

Pepsi, the flagship product of PepsiCo, The Coca-Cola Company's main rival in the soft drink industry, is usually second to Coke in sales, and outsells Coca-Cola in some markets. RC Cola, now owned by the Dr Pepper Snapple Group, the third largest soft drink manufacturer, is also widely available.

Around the world, many local brands compete with Coke. In South and Central America Kola Real, known as Big Cola in Mexico, is a growing competitor to Coca-Cola. On the French island of Corsica, Corsica Cola, made by brewers of the local Pietra beer, is a growing competitor to Coca-Cola. In the French region of Brittany, Breizh Cola is available. In Peru, Inca Kola outsells Coca-Cola, which led The Coca-Cola Company to purchase the brand in 1999. In Sweden, Julius outsells Coca-Cola during the Christmas season. In Scotland, the locally produced Irn-Bru was more popular than Coca-Cola until 2005, when Coca-Cola and Diet Coke began to outpace its sales.

In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink Thumps Up. The Coca-Cola Company purchased Thumps Up in 1993. As of 2004, Coca-Cola held a 60.9% market-share in India. Tropicola, a domestic drink, is served in Cuba instead of Coca-Cola, due to a United States embargo. French brand Mecca Cola and British brand Qibla Cola are competitors to Coca-Cola in the Middle East.

In Turkey, Cola Turka, in Iran and the Middle East, Zam Cola and Parsi Cola, in some parts of China, China Cola, in Slovenia, Cockta and the inexpensive Mercator Cola, sold only in the country's biggest supermarket chain, Mercator, are some of the brand's competitors. Classiko Cola, made by Take Group, the largest manufacturing company in Madagascar, is a serious competitor to Coca-Cola in many regions. Laranjada is the top-selling soft drink on Madeira.

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Advertising

A 1890s advertisement showing model Hilda Clark in formal 19th century attire. The ad is titled Drink Coca-Cola 5¢. (US).

Coca-Cola's advertising has significantly affected American culture, and it is frequently credited with inventing the modern image of Santa Claus as an old man in a red-and-white suit. Although the company did start using the red-and-white Santa image in the 1930s, with its winter advertising campaigns illustrated by Haddon Sundblom, the motif was already common. Coca-Cola was not even the first soft drink company to use the modern image of Santa Claus in its advertising: White Rock Beverages used Santa in advertisements for its ginger ale in 1923, after first using him to sell mineral water in 1915. Before Santa Claus, Coca-Cola relied on images of smartly dressed young women to sell its beverages. Coca-Cola's first such advertisement appeared in 1895, featuring the young Bostonian actress Hilda Clark as its spokeswoman.

1941 saw the first use of the nickname "Coke" as an official trademark for the product, with a series of advertisements informing consumers that "Coke means Coca-Cola". In 1971 a song from a Coca-Cola commercial called "I'd Like to Teach the World to Sing", produced by Billy Davis, became a hit single.

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Coca-Cola sales booth on the Cape Verde island of Fogo in 2004.

Coke's advertising is pervasive, as one of Woodruff's stated goals was to ensure that everyone on Earth drank Coca-Cola as their preferred beverage. This is especially true in southern areas of the United States, such as Atlanta, where Coke was born.

Some Coca-Cola television commercials between 1960 through 1986 were written and produced by former Atlanta radio veteran Don Naylor (WGST 1936–1950, WAGA 1951–1959) during his career as a producer for the McCann Erickson advertising agency. Many of these early television commercials for Coca-Cola featured movie stars, sports heroes and popular singers.

Coca-Cola ghost sign in Fort Dodge, Iowa. Older Coca-Cola ghosts behind Borax and telephone ads.

During the 1980s, Pepsi-Cola ran a series of television advertisements showing people participating in taste tests demonstrating that, according to the commercials, "fifty percent of the participants who said they preferred Coke actually chose the Pepsi." Statisticians pointed out the problematic nature of a 50/50 result: most likely, the taste tests showed that in blind tests, most people cannot tell the difference between Pepsi and Coke. Coca-Cola ran ads to combat Pepsi's ads in an incident sometimes referred to as the cola wars; one of Coke's ads compared the so-called Pepsi challenge to two chimpanzees deciding which tennis ball was furrier. Thereafter, Coca-Cola regained its leadership in the market.

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Selena was a spokesperson for Coca-Cola from 1989 till the time of her death. She filmed three commercials for the company. In 1994, to commemorate her five years with the company, Coca-Cola issued special Selena coke bottles.

The Coca-Cola Company purchased Columbia Pictures in 1982, and began inserting Coke-product images into many of its films. After a few early successes during Coca-Cola's ownership, Columbia began to under-perform, and the studio was sold to Sony in 1989.

Coca-Cola has gone through a number of different advertising slogans in its long history, including "The pause that refreshes," "I'd like to buy the world a Coke," and "Coke is it" (see Coca-Cola slogans).

In 2006, Coca-Cola introduced My Coke Rewards, a customer loyalty campaign where consumers earn points by entering codes from specially marked packages of Coca-Cola products into a website. These points can be redeemed for various prizes or sweepstakes entries.

In Australia in 2011, Coca-Cola began the "share a Coke" campaign, where the Coca-Cola logo was replaced on the bottles and replaced with first names. Coca-Cola used the 150 most popular names in Australia to print on the bottles. The campaign was paired with a website page, Facebook page and an online "share a virtual Coke". The same campaign was introduced to Coca-Cola, Diet Coke & Coke Zero bottles and cans in the UK in 2013.

Coca-Cola has also advertised its product to be consumed as a breakfast beverage, instead of coffee or tea for the morning caffeine.

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In mass media

Coca Cola advertised on a Volkswagen T2 in Maringa, Parana, Brazil.

Coca-Cola has been prominently featured in countless films and television programs. Since its creation, it remains as one of the most important elements of the popular culture. It was a major plot element in films such as One, Two, Three, The Coca-Cola Kid, and The Gods Must Be Crazy among many others. It provides a setting for comical corporate shenanigans in the novel Syrup by Maxx Barry. And in music, in The Beatles' song, "Come Together", the lyrics said, "He shoot Coca-Cola, he say...". The Beach Boys also referenced Coca-Cola in their 1964 song "All Summer Long" (i.e. 'Member when you spilled Coke all over your blouse?)

Also, the best selling artist of all time and worldwide cultural icon, Elvis Presley, promoted Coca-Cola during his last tour of 1977. The Coca-Cola Company used Elvis' image to promote the product. For example, the company used a song performed by Presley, A Little Less Conversation, in a Japanese Coca-Cola commercial.

Other artists that promoted Coca-Cola include The Beatles, David Bowie, George Michael, Elton John and Whitney Houston, who appeared in the Diet Coca-Cola commercial, among many others.

Not all musical references to Coca-Cola went well. A line in "Lola" by The Kinks was originally recorded as "You drink champagne

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and it tastes just like Coca-Cola." When the British Broadcasting Corporation refused to play the song because of the commercial reference, lead singer Ray Davies was forced to fly from New York to London and re-record the lyric as "it tastes just like cherry cola" to get airplay for the song.

Criticism

Main article: Criticism of Coca-Cola

Coca-Cola has been criticized for alleged adverse health effects,

its aggressive marketing to children, exploitative labor practices,

high levels of pesticides in its products, building plants in Nazi

Germany which employed slave labor, environmental destruction,

monopolistic business practices, and hiring paramilitary units to

murder trade union leaders. In October 2009, in an effort to

improve their image, Coca-Cola partnered with the American

Academy of Family Physicians, providing a $500,000 grant to help

promote healthy-lifestyle education; the partnership spawned

sharp criticism of both Coca-Cola and the AAFP by physicians and

nutritionists.

Bolivia has been reported to consider banning Coca-Cola prior to

January 2013.

Use as political and corporate symbol

Coca-Cola advertising in High Atlas mountains of Morocco

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A mock-up of the Coke dispenser flown aboard the Space Shuttle

in 1996 (US)

Coca-Cola has a high degree of identification with the United

States, being considered by some an "American Brand" or as an

item representing America. During World War II, this gave rise to

brief production of the White Coke as a neutral brand.

The identification with the spread of American culture has led to

the pun "Coca-Colonization".

The drink is also often a metonym for the Coca-Cola Company.

There are some consumer boycotts of Coca-Cola in Arab countries

due to Coke's early investment in Israel during the Arab League

boycott of Israel (its competitor Pepsi stayed out of Israel).

Mecca Cola and Pepsi have been successful alternatives in the

Middle East

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A Coca-Cola fountain dispenser (officially a Fluids Generic

Misprocessing Apparatus-2 or FGBA-2) was developed for use on

the Space Shuttle as a test bed to determine if carbonated

beverages can be produced from separately stored carbon

dioxide, water and flavored syrups and determine if the resulting

fluids can be made available for consumption without bubble

nucleation and resulting foam formation.

The unit flew in 1996 aboard STS-77 and held 1.65 liters each of

Coca-Cola and Diet Coke. PepsiCo’s success is the result of

superior products, high standards of performance, distinctive

competitive strategies and the high integrity of our people.

Mission of the Company: Continuously excel to achieve and

maintain leadership position in the chosen businesses; and delight

all stakeholders by making economic value additions in all

corporate functions. Coca-Cola bottling plant opens in 1950 in New

Delhi, operated by pure drinks Ltd. In 1951 Bombay plant opens,

also operated by pure drinks Ltd. In 1953 and 1954 Calcutta &

Kanpur bottling plant opens cont. 1973 was the time when 22

bottling plant operated in 13

States. In 1978 Coca-Cola withdraws Indian operations.

In 1992 KO resumes business operation in India in joint venture

with JMRPCO. After that KO acquires Parleys brands (Thumps up,

Limca, Maaza, Gold spot, Cintra, Rimzim.) 1994-Plants open in

Bombay, Calcutta and New Delhi. In 1996 Can, PET plant started

in pune. 1998-First Greenfield plant opens in Ahmadabad.

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

bottling units into 1 pans India Company bottler, HCCBPL in 1997-

1999. In july 2005 HCCBPL becomes a separate bottling entity

(CBO) reporting in bottling investment group (BIG), Atlanta.

BUSINESS SEGMENTS

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

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COCA-COLA ENTRY IN INDIA

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

pure drinks Ltd. In 1951 Bombay plant opens, also operated by

pure drinks Ltd. In 1953 and 1954 Calcutta & Kanpur bottling plant

opens cont. 1973 was the time when 22 bottling plant operated in

13States. In 1978 Coca-Cola withdraws Indian operations.

In 1992 KO resumes business operation in India in joint

venture with JMRPCO. After that KO acquires Parles brands

(Thumps up, Limca, Maaza, Gold spot, Cintra, Rimzim.) 1994-

Plants open in Bombay, Calcutta and New Delhi. In 1996 Can,

PET plant started in Pune. 1998-First Greenfield plant opens in

Ahmadabad.

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

bottling units into 1 pans India Company bottler, HCCBPL in

1997-1999. In July 2005 HCCBPL becomes a separate bottling

entity

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THE PRESENT POSITION OF COKE IN INDIA

Coke is a house holds name and is the lips of every one. In

present time every person knows the name of coca cola since

India is one of biggest market and sultry summer from March the

end of October and huge population has immensely helped in the

sales the sales of coke in India and its making it more economical.

Last years, the market share of Coca Cola was not specific. In this

year company’s top management adopted new policy and

decreased the rate of all brands of coke. By this decision top

management determined the rate of 300 ml / 7Rs. And they made

a new brand of 200 ml determine the rate of this brand 5Rs. By

which medium size family and lower level family can be taken the

enjoy of coke. By this decision company’s marketing share has

been increased.

In present time coke is captured approximate 70% market share in

cold Dinks line. Now coke has defeated all the soft drinks

company. According to service and according to advertising coke

has appropriate position.

It has now emerged as the winner and has a good image in the

market.

Coke has even sponsored the wills cricket world cup 96 at an

estimated cost of 26 corers.

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ORGANIZATION STRUCTURE

COCA-COLA HINDUSTAN BEVERAGE LTD.

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PRODUCTION PROCESS OF SOFT DRINK

The production process is highly mechanical is and automatic the

raw material required for soft drink are concrete sugar syrup and

treated bottled the entire process take in the following steps.

The first step in the production involves conversion of hard water in

the soft water.

The next step is the preparation of sugar syrup in the plant itself

the content of the syrup various according to the brand prepared

the syrup at most can be stored for 4 hours.

Then the bottle is cleaned thoroughly before is done with steam

water jets and caustic soda.

Bottles are then moved on a conveyor belt in a line and are closely

examined in case some impurity is left. It the impurity the

concentrate coke is not a now product for the Indian it was there in

India till 1977 but had to leave India on mass demonstration led

against it, instigated by the local brands it was leaded by Mr.

George Fernandez in Agrain UP so when the program of re-

launching was made, it was again (where it was made o leave the

country), on the 24th October 1993 in order to a strong hold in the

Indian market, it signed a pact with Mr. Ramesh Chauhan of Parle

exports. Thumps Up, Limca, Gold Spot, Citra, Maaza, Bisleri Club

Soda etc. at a cost of $40 million by doing so they gripped the

Indian market of soft drinks and captured 65% of the entire soft

drinks much that the competition was tougher and commodities

was of the same standard. So the going was tougher, but still it

has managed to gain and keep in.

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MARKET OF SOFT DRINK IN INDIA

Today India is one of the most potential markets, with population of

around 900 million people, the Indian soft drinks market was only

of 200 cases per year. This was very low even compared to

Pakistan and Philippines. Population and potential market are two

major reasons for major multinational companies of entering India.

They feel that a huge population coupled with low consumption

can only lead to an increase in the soft drink market. Another

increase in the sale of soft drinks in the scorching heat and the

climate of India, which is suitable for high sale of soft drinks. All

these factors together have contributed to a 30% growth in the soft

drinks industry. If the demand continues growing at the same rate,

within two years the volume could touch 1 billion cases. All these

factors are the reasons for the entry two giant of the soft drink

industry of the world to enter the Indian market. These two giants

Pepsi and Coca-Cola, Themselves share 96% of the soft drink

market share. Rest is shared by Cadbury’s Schweppes, Campa

Cola and other soft drink brands. But was the scene same 20

years ago? The answer is No. 1970 was the year of pure soft

drinks Campa cola and Parle people (Thumps up and Limca).

Soft drink consists of a flavor base, sweetener and carbonated

water. In general terms non-alcoholic drinks are considered as soft

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drinks this name soft drink was given by Americans as against

hard which is mainly alcoholic.

The major participants involved in the production and distribution

of soft drink are concentrate and syrup producers, bottlers and

Retail channel. Concentrate producers manufacture basic soft

drink flavors and retail channel refers to business location that tells

or serves the products directly to consumers.

Soft drink is not a product, which a person plans to buy before

hand, but is an impulse purchase. Lots of sale depends upon the

strength of merchandizing done at the point of sale.

It all begin in 1977, a change in government at the center led the

exit of coca-cola which preferred to quit rather to dilute its equity to

40% in compliance with the Foreign Exchange Regulation Act

(FERA). The first national cola drink to pop up was double seven.

In the meantime, Pure Drinks, Delhi on coke’s exit, switched over

to Campa Cola.

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

Thumps up, Parle the Gold spot people, launched it in 1978-79, as

“Refreshing Cola”. By the mid-eighties Mc Dowels launched Thrill,

and by the late eighties there was Double Cola, which entered in

India market, as a NRO-run out fit with its plant in Nasik

{ Maharashtra }, in 1978 Parle, Indian soft drink’s market (share

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33%) with its gold spot and Limca brands. Later Thumps Up also

started Thumps Up. At the same time the threat to the Indian soft

drinks was that of fruit drinks. In 1988, fruit drinks market was

valued at Rs. 40 corers and grew at the rate 20%.

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

soft drink market { i.e. 5 Parle Export brands of Thumps Up’s

Limca Gold spot, Citra & Maaza }.Today the scene has changed

making it a direct battle between two giant Coca-Cola and Pepsi.

The picture will become clearer by looking at the India market

shares in the beverage industry.

One of the strongest weapons in Coke armory is the flexibility it

has empowered its people with. In Coke every employee, may he

be a manager or salesman, have an authority to take whatever

steps he or she feels will make the consumers aware of the brand

and increase its consumption. Thus Coke believes in establishing

and nurturing creditability of the salesman and making

commitment to grow business in accounts. All these factors

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

increasing market share.

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COMPETITIVE AREA

The soft drink market all over the world has been witnessing a

neck to neck battle between the two major players, Coca-Cola and

Pepsi since the very beginning. The thirst quenchers are trying

hard to have the major chunk of the pie of carbonated soft drink

market. Both the players are spending their energies in building

capacity, infrastructure, promotional activities etc.

Coca-Cola being 11 years older than Pepsi has dominated the

scene in most of the soft drink markets in the world and enjoying

leadership in terms of market share. But the Coca-Cola people are

finding it hard to keep away Pepsi, which has been narrowing the

gaps regularly. The two are posing threats to each other in every

nook and corner of the world. While Coca-Cola has been earning

most of its bread and butter through beverage sales, Pepsi has a

multi products portfolio with some portion from the same business.

The two warriors are face to face once again here in India with

different strategies and tactics to attack the rival. Coca-cola is

focusing upon the joint ventures with the existing bottlers {fobo }

franchise owned bottling operations to enhance its control on

manufacturing and marketing of its products range and attain the

quality standards of its class.

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

floating as investment of $ 95 billion to set Pepsi Company. India

holdings, as subsidiary for {cobo} company owned bottling

Operations. Both the companies are following different path to

reach the same destiny i.e. to fetch the bigger portion of aerated

soft drink market. Both consider India a huge potential market, as

per capita consumption here is a mere 3 serving annually against

the world average of 80. Therefore, they are putting in their best

efforts to woo the Indian consumer who has to work for 1.5 hours

to buy a bottle of soft drink. In comparison to the international

norms minutes, a major hurdle to cross over for both the athletes

for getting no.1 position comparison to the inter. Coca-cola is well

set with its 53 bottling sites through out the country giving it an

edge over competition by processing a well-built bottling and

distribution set-up. On the other hand, Pepsi, with two more years

in India, has been able to set an image of a winner in India and

has been able to get the pulse of the India soft drink market. The

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soft drink giants are leaving on stone unturned and her for the long

terms.

Coca-cola has been penetrating the market through its wide

product range with a determination to change consumption pattern

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

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

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

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

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

idea of competition has not come from Pepsi, but from the other

beverages such as tea, coffee, nimbu pani, water etc. Pepsi is

quite aggressive in its approach to Indian consumer. They are

desperately working on the strategy to be winners in the hot cola

war between two big barons. According to Pepsi philosophy, it’s

the madness that encourages executive to think, to conjure up

those creative tactics to knock the fizz out their competition. Pepsi

had plumbed a large on the visibility of its blue red and white logo.

They have been going with aggressive marketing by putting Amir

Khan, Akshay Kumar and their advertisement to endorse their

brand, the role models for its targeted consumer the teenagers.

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They have increased the fizz in the market place by introducing the

dispensers called fountain Pepsi and has been enjoying a lead

over its rival there.

Coca-cola on the other hand, has been working on the saying slow

and steady wins the race’s side by retailing to every more of its

competitor. They have procured the shield of thumps up with a

handsome market share in Indian soft drink market.

Countering Pepsi’s international commercial that used two

chimpanzees to cock a snoop at coke, thumps up come with the

ad line, don’t be Bandar, and taste the thunder. Also thumps up

has been positioned now very near to that young image of Pepsi

and giving it a though time.

These cool merchants have put everything on fire. It coke got the

status of the official drink of wills. World cup, Pepsi blushed as

nothing official about it. As thumps up projected as ‘saaree jahan

se achcha’ Pepsi was passionate enough with ‘freedom to be’ and

now the “yeh dil mange more” when thumps up came with thunder

blast, the other offered ‘Pepsi stuff card’. If red is meant for coke,

Pepsi has chosen to be blue.

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COKE’S MARKETING STRATEGIES

Coke decides on its marketing strategies at a national level and

lends them a local flavor. For example, while festival mood plays a

strong role in marketing, it is activated for Durga Puja in Calcutta;

Dandily in Gujarat, etc., Coke has its focus on the youth market in

India.

As a first step toward catching the attention of the youth, coke

signed on cricket heroes Saurav Ganguly and Javagal Srinath. It

slowly started talking about youth passions like cricket, films,

festivals and food. Soon the advertisements started giving the

message, “Eat Cricket, Sleep Cricket, Drink only Coca-Cola”

And now it has started modifying film hits to frame catch lines that

appeal to the youth. This particular strategy has worked well for

coke.

Coke is focused on distribution to ensure that its products are

within customer’s reach. And it saves its focus has begun to pay it

dividends. As per mid-1998 figures coke is selling as many bottles

in the hinterland of Punjab as it does the four metros.

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THE FUTURE OF COCA COLA

While doing business overseas offers coke wonderful growth

opportunities it also has its own disadvantages. The economic

slowdown in various overseas markets and the strong dollar had

their impact on coca-cola revenues and bottom line in 1998. But

the company optimistic about the future.

M Douglas Investor, the Chief Executive Officer of the Coca-Cola

Company says, “This past year 1998 has been a challenging

period for the Coca-Cola Company as economic environment

became more uncertain in the later part of 1998, we strongly

believe that our fundamental opportunities for long term growth

have not changed”.

As long as maximization of share holder wealth remain Coke’s

focus for its future is assured Goizueta had stated and proven to

the world that focus on shareholder wealth does more good to the

company than focus on revenues and it is not that coke does not

enjoy volumes for it is world’s No.1 soft drink manufacture. It is not

content with this title and is aiming at higher volumes year after

year. Surely coke will continue to grow. Point on Roberto had

reduced the company basically to its trademark and the returns are

so astronomical as to be off the boards. It just absolutely added a

jet engine to their performance.

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COCA COLA GLOBALIZATION STRATEGIES

The coca-cola company is global player and approximately 70 %

of its volume and 80 % of its profit come from outside the United

States of America. Although it was perceived as a standardized

brand across the world, coca-cola had been quietly fine turning its

international marketing strategies to suit the needs of individual

national markets. Only the brand coca-cola, sprite and fanta were

marketed globally. In Latin America and Europe, where a heavy

consumer preference existed for lemon lime and orange sodas.

Coke had developed a wide range of formulations and flavors to

cater the needs of different countries. In the Salvador and

Venezuela, a version of fanta called fanta kolita a cream soda type

of drink became extremely popular. Similarly, in Indonesia coke

had been selling pineapple and banana limca, maaza and thumps

up in 1993.

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A 100 YEARS OF THE CURVY GLASS BOTTLE OF COCA COLA

Coca-Cola Company marks a mile stone on Wednesday, 24th

March 1899 Chattanooga; Tenn. where its first bottling plant was

started 100 year ago by two men struck one of the most lucrative

business deals in US history.

Joseph whitehead and Benjamin Thomas offered coca-cola

company owner Asia Candler a dollar for the right to bottle soft

drinks in 1899. Today 1 billion soft drinks are sold each day in

more than 200 countries around the world.

Candler had purchase what would become the cola company for

$2,300 eight years earlier from john pemberton, an Atlanta

pharmacist who astonished the world.

Candler though the bottling venture would never succeed, but he

signed the contract with white head and Thomas any way, “and the

rest is history”, bob Lovell, vice president of marketing for coca-

cola bottling company. United inc., said in telephone interview from

Chattanooga.

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Lovell said Thomas had seen Cuban fields hand drinking pine friar

a pineapple beverages, from bottles while he was

Stationed in Cuba during Spanish American war. When he

returned to Chattanooga, he decided to pitch the idea of bottle soft

drinks to coke, which was then sold only as a fountain beverage.

“It occurred to him that coca-cola in bottles would be very popular”,

Lovell said, “Mr. Candler did not see any future in it because the

containers were not sound, but that’s how it all came about.

“Thomas and whitehead promised to pay one dollar for the right to

bottle coca-cola, but legend has it that no money changed hands.

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COKE’S BOTTLING STRATEGIES

In the soft drink business the bottlers are responsible significant

extent for ensuring the availability of the products. Bottlers are

supplied with concentrate to which they add aerated water and

bother ingredients before packing and sealing either cans or

bottles. Bottlers play a strategic role in the success of soft drinks

companies and this was not far from Goizueta’s mind.

In 1986 the company merged some of its company owned bottling

operations with two large ownership groups that had been put up

for sale. All these bottling activities were combined to from its own

subsidiary Coca-Cola Enterprises (CCE) to handle bottling

operations. The Coca-Cola Company took 49 percent equity stake

in Coca-Cola Enterprises enabling it to retain its own balance

sheet.

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PROMOTION: THE COCA-COLA WAY

GOAL FOR THE 90’S “TO PLACE COCA-COLA WITHIN AN ARM’S REACH OF

DESIRE.

CONSUMER ACTIVITY CLUSTERS:- Grocery shopping

Other shopping & services

Eating and drinking

Entertainment / Recreation / Leisure

Travel / Transportation / Hospitality

Educational

At Work

THE 3A’S:-The strategy for reaching in creasing numbers of consumers in

India is based on the belief that consumers will buy our products it

they are Available, Affordable and Acceptable.

STRATEGIES FOR THE 3A’S Focus on the consumer and customer.

To provide quality customer services, and caring about the

quality of performance in respective jobs.

Caring enough about what we do, to it the best we know how.

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The 3A’s is Coca-Cola underlying strategy for meeting its goal to

reach increasing numbers of consumer’s. How does coke position

its limited resources to help meet its good? Let us explore the

Specific ways in which the Coca-Cola system addresses each of

the 3A’s:-

AVAILABILITY

Some of the ways in which the Coca-Cola Company hopes to

increase availability of its product include improved or innovative

packaging, dispensing systems, distributions system and

marketing.

AFFORDABILITY

The ways to address affordability include pricing decisions, as well

as resource management. To make its product available at a price

affordable to the consumer. Continually processes more efficient

and therefore more cost-effective.

ACCEPTABILITY

Making coca-cola brand products the beverage choice for any

occasions depends on a variety of strategies to reach the target

audience. The common strategies adapted to effect acceptability

were though sponsorships, promotion youth market activities,

community programs, and other activates.

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Distribution Channel

Distribution means supply of goods from company to its ultimate

user. After manufacturing the product the important work for the is

to provide its goods to its ultimate user at the right time and when

manufacturing process has been over. Than marketing work will

be start by the marketing Department adopt the policy for providing

goods to the consumer at the right time and place. Distribution

means the way be which the product reach to the hand of

consumer these all process comes under the Distribution of

Network. Good distribution network is essential for more sailing

and customer satisfaction. If customer or retailer is not satisfy of

your distribution net work. It reflects that company’s Distribution is

not good and something is wrong any when.

The Distribution of Coca Cola of best. Company doesn’t want to

take any type of risk so they have made the distributor in different

2 areas. Distributor take the flavors from the company and deposit

all the payment in advance by this process company get all the

money at the right time. Distributors establish all the goods in bare

house company are appointed 2 or 3 executive for marketing.

Executives are getting the salary from company. But sales man

helper, loader, appointed by the Distributor. Distributor is liable to

give the salary to the sales man helper; loader and clerk the sales

man do the work under the pressure of Executive.

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From the bare house company launch the flavors in the market.

The flavor reaches in the market to the retailer by two medium.

1) By the company vehicle

2) Dealer

Company vehicle and dealers both provided the flavors to the

Retailer.

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

marketing strategy.

FLOW OF DISTRIBUTION CHANNEL

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Plant

Direct route Indirect route

Warehouse

DistributorMarket

Market

DISTRIBUTION IN THE COCA-COLA SYSTEM

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

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

operations – Richard Nicholas, “Our goal is to have coke

available within an arm’s reached of desire”. To fulfill this goal,

coca-cola not only produces products, but also has an effective

system to distribute them all over India.

DISTRIBUTION

Distribution sales + delivery + merchandising + local account

management.

Distribution of Coke’s products includes the activities of sales,

delivery merchandizing and local accounts management. These

are two major types of distribution systems:-

(i) Direct and Indirect

In direct distribution, the bottler partner direct control over the

activities of sales, delivery, merchandizing and local account

management.

In indirect distribution, an organization which is not a part of

the coca-cola system has control of one or more of the

distribution elements (sales, merchandizing and local

accounts managements).

With direct distribution there are two types of sales:-67 | P a g e

Advanced sales and conventional sales.

In conventional sales, all the distribution activities (Sales, Delivery,

Merchandizing and Local Accounts Management) are performed

by the same persons.

In advanced sales, sales and delivery are performed by different

people within the coca-cola system.

Difference between a customer and a consumer.

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

A customer is a business location which sells or serves coca-

cola products to consumers.

MERCHANDIZING

One the products are delivered to the customer’s they are

promoted at the point-of-purchase to maximize the company’s

sales opportunities, merchandizing involves looking at the

presentation of the products through the eyes of the consumers. It

is an on-going process that help the company present its products

properly to the consumers in the market place for instance, is the

display attractive? Are the product neatly organized.

PRESENTING THE PRODUCTS

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

They are as follows:-

Secondary display

Coolers

Vending machines

Post mix / pre mix

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INDIA’S RELATIONSHIP WITH COCA-COLA

Just after independence, the maharaja of Patiala oversaw his

coca-cola hoarding from his huge, ornate palace, coca-cola export

representative frank Harold, was awed by the maharaja’s opulent

life style. In 1993 after coca-cola returned to India after a 16 year

absence (George Fernandez threw the company out of the

country in 1977 on the pre text that it had refuse to divulge its

formula to Indian officials), ceo of the coca-cola company, robes to

biretta “salivated over a virtually untapped market of 840 million

people”.

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CHANNEL OF DISTRIBUTIONOUT LINE DIAGRAM OF DISTRIBUTION CHANNEL OF

COCA COLA

Company

Manufacturing goods

Depote

Distributor Company

Vehicle

Retailer Retailer

Consumer Consumer

Area List

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ANALYSIS & INTERPRETATION

OBSERVE THE PROBLEM

Under this investigate by own observation without interview is the

respondent. This also adopted by me by observation data can be

collecting more correct. It is depend upon ability of investigator.

COLLECT THE PROBLEM

After collecting the data I considered that what the problem is for

the company and when company ants to know his weakness.

ANALYSING THE PROBLEM

After collecting the problem I analysis the problem such as how

many problems are general and how many are different from

others and how many problem is considerable and solvable.

TAKE SOLUTION

After analyzing the problem I sow that 90% problem was general

and I found 20% problem personal and I was found 10% problem

as Genuine which is considerable and soluble. General solution

solve the journal problem remaining 10% problems solution we

found and then after we implement the solution.

APPLICATION OF SOLUTION

After founding the solution we apply the solution and satisfy the

customer & consumer.

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GUIDELINES FOR CONSTRUCTING QUESTIONNAIRE / SCHEDULE

The researcher must pay attention to the following points in

constructing an appropriate and effective questionnaire or a

schedule:

(1) The researcher must keep in view the problem he is to study

for it provides the starting point for developing the

Questionnaire / Schedule. He must be clear about the

various aspects of his research problem to be dealt with in

the course of his research project.

(2) Appropriate from of questions depends on the nature of

information sought, the sampled respondents and the kind of

analysis intended. The researcher must decide whether to

use closed or open-ended questions. Questions should be

simple and must be constructed with a view to their forming a

logical part of a well thought out tabulation plan. The units of

enumeration should also be defined precisely so that they

can ensure accurate and full information.

(3) Rough draft of the Questionnaire / Schedule be prepared,

giving due thought to the appropriate sequence of putting

questions. Questionnaire or schedules pervasively drafted (if

available) may as well be looked into at this stage.

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

may revise the rough draft for a better one. Technical defects

must be minutely scrutinized and removed.

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MAAZA

“Yaari-Dosti Taaza Maaza”.

WITH THE REAL FRUIT TASTE KIDS LOVE, PLUS ADDED CALCIUM, MAAZA’S TAGLINE, “YAARI-DOSTI

TAAZA MAAZA” MEANS “FRIENDSHIP MOMENTS WITH FRESH

Maaza” in Hindi.

MAAZA WAS INTRODUCED IN INDIA IN 1984 AS A NON-CARBONATED MANGO FRUIT DRINK. IT WAS

ACQUIRED BY THE COCA-COLA COMPANY IN 1993 AND IS CURRENTLY AVAILABLE IN THREE FLAVORS,

MANGO, PINEAPPLE AND ORANGE, PLUS ADDED CALCIUM.

MAAZA MANUFACTURING UNIT IS LOCATED IN NAJIBABAD WHICH IS DELIVERING IN ALL OVER

WESTERN AND EAST U.P. THROUGH THAT NAJIBABAD MANUFACTURING UNIT BECOME MAAZA IS A FIFTH LARGEST SELLING BRAND OF COCA-COLA. MAAZA

HAS MANGO FRUIT TEST ITS FLAVOUR INTRODUCING BEFORE SLIECE PEPSI COPY ITS.

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SPRITE

Clear, crisp, refreshing

INTRODUCED IN 1960, SPRITE IS THE WORLD’S LEADING LEMON-LIME FLAVORED SOFT DRINK.

SPRITE IS SOLD IN MORE THAN 190 COUNTRIES AND RANKS AS THE NO. 4 SOFT DRINK WORLDWIDE, WITH

A STRONG APPEAL TO YOUNG PEOPLE.

MILLIONS OF PEOPLE ENJOY SPRITE BECAUSE OF ITS CRISP, CLEAN TASTE THAT REALLY QUENCHES YOUR

THIRST. BUT SPRITE ALSO HAS AN HONEST, STRAIGHTFORWARD ATTITUDE ABOUT THINGS THAT SETS IT APART FROM OTHER SOFT DRINKS. SPRITE

ENCOURAGES YOU TO BE TRUE TO WHO YOU ARE AND TO OBEY YOUR THIRST.

ACCORDING TO SURVEY FOR IT HAS FOUND OUT THAT SPRITE IS A LEMON-LIME FLAVORED SOFT

DRINK. I ASKED ABOUT SPRITE BRAND THEN I FOUND OUT THAT WHEN NOT AVAILABLE LIMCA BRAND OF

RETAIL OUTLET THEN CUSTOMER OR CONSUMER DEMAND TO SPRITE BRAND THROUGH ALL OVER REGION SURVEY GONE ON STATEMENT SPRITE IS

FOURTH LARGEST SELLING BRAND OF COCA-COLA IN GHAZIABAD.

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THUMS UP

Strong Cola Taste, Exciting Personality

A THUMP UP IS A LEADING CARBONATED SOFT DRINK AND MOST TRUSTED BRAND IN INDIA. ORIGINALLY

INTRODUCED IN 1977, THUMPS UP WAS ACQUIRED BY THE COCA-COLA COMPANY IN 1993.

THUMS UP IS KNOWN FOR ITS STRONG, FIZZY TASTE AND CONFIDENT, MATURE AND UNIQUELY MASCULINE ATTITUDE. THIS BRAND CLEARLY SEEKS TO SEPARATE

THE MEN FROM THE BOYS.

ITS TAG LINE SAYS IT ALL: “THUMPS UP, I WANT MY THUNDER”.

THUMPS UP IS A NUMBER ONE LARGEST SELLING BRAND OF COCA-COLA IN GHAZIABAD REGION URBAN AREA ONLY IN GHAZIABAD RURAL AND SEMI-URBAN AREAS ARE SECOND LARGEST SELLING BRAND AFTER PEPSI BECAUSE THEY ARE AWARE THUMPS UP BRAND

THAT WHAT HAS EXTRA ENTITY IN THUMPS UP.

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Diet Coke was born in 1982 and quickly became the

NO. 1 SUGAR-FREE DRINK IN DIET-CONSCIOUS AMERICA.

KNOWN AS DIET COKE IN THE U.S., CANADA, AUSTRALIA

AND GREAT BRITAIN, AND AS COCA-COLA LIGHT IN OTHER

COUNTRIES, 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 SEXY ATTITUDE. VISIT OUR

AUDIO/VIDEO CENTER TO WITNESS HOW THE DIET COKE

NORTH AMERICAN AD CAMPAIGN CELEBRATES THE REAL

AND HUMAN ATTRIBUTES THAT MAKE PEOPLE ALLURING

IN THE EYES OF OTHERS.

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COCA-COLA

COCA-COLA IS THE MOST POPULAR AND BIGGEST-SELLING SOFT DRINK IN HISTORY, AS WELL AS THE

BEST-KNOWN PRODUCT IN THE WORLD. CREATED IN ATLANTA, GEORGIA BY DR. JOHN S. PEMBERTON, COCA-COLA WAS FIRST OFFERED AS A FOUNTAIN BEVERAGE BY MIXING COCA-COLA SYRUP WITH

CARBONATED WATER.

COCA-COLA WAS REGISTERED AS A TRADEMARK IN 1887 AND BY 1895 COCA-COLA WAS BEING SOLD IN

EVERY STATE AND TERRITORY IN THE UNITED STATES. IN 1899, THE COMPANY BEGAN FRANCHISED

BOTTLING OPERATIONS IN THE UNITED STATES.

TODAY, YOU CAN FIND COCA-COLA IN VIRTUALLY EVERY PART OF THE WORLD. THE COCA-COLA COMPANY HAS NEARLY 400 BEVERAGES IN ITS

PORTFOLIO.

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TODAY YOU CAN FIND COCA-COLA IN EACH AND EVERY AREA OF GHAZIABAD REGION EARLY BECAUSE

COCA-COLA IS A LARGEST NUMBER ONE BRAND AMONG ALL SOFT DRINK BRAND SO ITS KNOWN AS

THAT THUNDA MATLAB COCA-COLA THAT IF I WOULD LIKE DRINK THUNDA ONLY COCA-COLA.

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FANTA

A FAVORITE IN EUROPE SINCE THE 1940S, FANTA WAS ACQUIRED BY THE COCA-COLA COMPANY IN

1960. FANTA ORANGE IS THE CORE FLAVOR, REPRESENTING ABOUT 70% OF SALES, BUT OTHER

CITRUS AND FRUIT FLAVORS HAVE THEIR OWN SOLID FAN BASE.

CONSUMERS AROUND THE WORLD, PARTICULARLY TEENS, FONDLY ASSOCIATE FANTA WITH HAPPINESS

AND SPECIAL TIMES WITH FRIENDS AND FAMILY. THIS POSITIVE IMAGERY IS DRIVEN BY THE BRAND’S FUN, PLAYFUL PERSONALITY, WHICH GOES HAND IN HAND WITH THE BRIGHT COLOR (PARTICULARLY ORANGE),

BOLD FRUIT TASTE, AND TINGLY CARBONATION.

FANTA SELLS BEST IN BRAZIL, GERMANY, SPAIN, JAPAN, ITALY AND ARGENTINA. FANTA DISTRIBUTION

WAS INCREASED IN THE U.S. IN 2001 WITH THE RETURN OF FOUR FLAVORS: ORANGE, STRAWBERRY,

PINEAPPLE AND GRAPE. ORANGE, THE BIGGEST SELLER, IS NOW AVAILABLE IN MOST OF THE

COUNTRY.

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diet coke

THE EXTENSION OF COCA-COLA NAME BEGAN IN 1982 WITH THE INTRODUCTION OF DIET COKE (ALSO

CALLED COCA-COLA LIGHT IN SOME COUNTRIES). DIET COKE QUICKLY BECAME THE NUMBER ONE

SELLING LOW-CALORIES SOFT DRINK.

limca

THIS IS THIRST-QUENCHING BEVERAGE FEATURES A FRESH AND LIGHT LEMON-LIME TASTE AND

LIGHTHEARTED ATTITUTE. THE LIMCA BRAND WAS INTRODUCED IN 1971 AND ACQUIRED BY THE COCA-

COLA COMPANY IN 1993.

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kinley water

THIS IS THIRST-QUENCHING BEVERAGE FEATURES FRESH THE FRESH WATER WITH THE SATURATED

OXYGEN LEVEL.

sunfill

THIS IS THIRST-QUENCHING BEVERAGE FEATURES A FRESH AND LIGHT ORANGE TASTE AND

LIGHTHEARTED ATTITUDE.

vanila

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

mmpo

IT IS THE ORAGE JUICE FLAVOUR. IT WAS LAUNCHED IN 2008. IN THIS YEAR IT REACHES ITS HIGHEST SALE.

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THE MOST PREFERRED BRAND OF COKE LIKE BY CUSTOMER

TYPE RESPONDENTS PERCENTAGE

THUMPSUP 42 65%LIMCA 07 10%COKE 11 17%

MAAZA 05 8%

DURING THE SURVEY I ASKED THE CUSTOMER ABOUT THE BRAND PREFERENCE AND I FOUND THAT

MAXIMUM NUMBER OF RETAILERS PREFER THUMPSUP

GUIDELINES FOR SUCCESSFUL INTERVIEWING REASON FOR HIGH DEMAND

FREQUENCY RESPONDENTS PERCENTAGEPRICE 33 35%TEST 20 21%

AVAILABILITY 25 26%PACKAGING 06 6%

OTHERS 11 12%

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Interviewing is an art and one learns it by experience. However, the following points may be kept in view by an interviewer for eliciting the desired information:

(1) Interviewer must plan in advance and should fully know the

problem under consideration. He must choose a suitable

time and place so that the interviewee may be at ease during

the interview period. For this purpose some knowledge of the

daily routine of the interviewee is essential.

(2) Interviewer’s approach must be friendly and informal. Initially

friendly greetings in accordance with the cultural pattern of

the interviewee should be exchanged and then the purpose

of the interview should be explained.

(3) All possible effort should be made to establish proper rapport

with the interviewee; people are motivated to communicate

when the atmosphere is favorable.

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

respect and curiosity is the gateway to communication, and

hence must act accordingly during the interview. For all this,

the interviews must be intelligent and must be a man with

self-restraint and self discipline.

(5) To the extent possible there should be a free-flowing

interview and the questions must be well phrased in order to

have full cooperation of the interviewee. But the interviewer

must control the course of the interview in accordance with

the objective of the study.

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

information is to be accomplished by several interviewers,

there should be an interview guide to be observed by all so

to ensure reasonable uniformity in respect of all salient

points in the study.

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AGE GROUP & GENDER:From Fig, we can comprehend that 90% of total respondents

belong to the age group of 20-30. This is because most of the

consumers that prefer or consume Coca-Cola products belong to

this age group. About 6% belong to age group below 20 and 3%

belong to age group of 30-40.Form Fig, we come to know that the

gender ratio of the total respondents is almost 2:1 (male: female).

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SOFT DRINK CONSUMPTION & EXPENDITURE:From Fig, we interpret that about 48% of the total respondents

consume soft drinks rarely or once a week. About 35%

respondents consume soft drinks twice or thrice a week and only

18% consumes soft drinks every day.

From Fig, we interpret that about 81% of the respondents spend

only Rs. 50-100 a week on Coca-Cola products, which is very low

as compared to the global scenario. This creates a potential

growth market for Coca-Cola India. About 12% spends from 100-

150 a week & 7% spend above 150

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PURCHASING PORTAL PREFERENCE:FROM THE ABOVE DATA, WE HAVE ASCERTAINED THAT PREFERRED

PORTAL FOR PURCHASE OF COCA-COLA PRODUCTS IS THE RETAIL

SHOPS I.E. 58%. THIS IS PROBABLY BECAUSE NOT ALL COMMUNITIES IN

INDIA HAVE SUPERMARKETS AND OTHER PURCHASING CHANNELS

PRESENT NEARBY, WHEREAS, WE CAN FIND RETAIL SHOPS IN EVERY

CORNER.19% PREFER TO PURCHASE FROM SUPERMARKETS AND

VENDOR MACHINES. 23% PREFER TO PURCHASE FROM PUBS,

RESTAURANTS AND MULTIPLEXES

REASON FOR CONSUMPTION:From this graph, we infer that there is no specific occasion why

people purchase Coca-Cola products. Although some of the

advertising campaigns target special occasion or festivals. From

Fig 2.9 it is concluded that 59% respondents purchase Coca-Cola

without any specific reason. About 23% purchase for the purpose

of parties, 15% purchase while watching movies in the cinemas

and only about 4% purchase during festivals and for picnic

purposes

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SOFT DRINK PREFERENCE:From the above graph we interpret that about 70% of the

respondents, prefer consuming Coca-Cola product over Pepsi and

other drinks. This clearly states why Coca-Cola is market leader

with almost 60% of market share. 23% prefer Pepsi Products and

only 75 prefer other drinks.

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OPINION ABOUT COCA-COLA PRODUCTS & PRODUCTS EXPECTED BY CONSUMERS:From Fig, we infer that though the respondents are more than

satisfied by the Coca-Cola product range they would still like the

company to introduce new drinks. From Fig 2.12, we conclude that

about 40% would like to see a new fruit drink being added to the

product basket, 26% want energy drinks, 20% alcoholic drinks and

only 14% want another fizzy drink. Majority of the people wanting

to see a fruit drink is mainly because people are more health

conscious now and want to manage their calorie intake

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From Fig, we infer that about 47% of respondents prefer to

purchase PET bottle of Coca-Cola Products. About 27% prefer to

purchase glass bottles, 19% prefer Can of 300ml and only 8%

prefer 1 & 2 liter bottles of Coca-Cola.

BRANDING & PRICING:

From Fig, it is concluded that respondents find Coca-Cola products

better than that of Pepsi products. About 62% respondents said

that they find Coca-cola products better than Pepsi and only 38%

supported Pepsi products.

From Fig , we infer that about 62% of the respondent considers the

pricing of Coca-Cola much more reliable than that of Pepsi. About

38% respondents think that Pepsi have better pricing than that of

Coca-Cola.

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QUALITY & TASTE:From Fig , it’s clear that Coca-Cola products have better taste and

quality than that of Pepsi. About 73% respondents consider that

Coca-Cola products have very good quality and taste. 27%

respondents consider Pepsi products have better taste and quality.

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AVAILABILITY & SATISFACTION:From Fig, it’s clear that there is slight difference between the

availability of products of Coca-Cola and Pepsi. About 51%

respondents think that Coca-Cola products are much easily

available in the market.49% consider that availability of Pepsi

products is more in the market.

About 70% of respondents are satisfied with the Coca-Cola

products while as 30% respondents are satisfied with the Pepsi

products as shown in Fig.

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SALESMEN

Conventional Route Salesmen carries ready stocks in vehicles and

sells it to retailers on his route. Characteristics of conventional

routes:

Salesman visits the outlets without a proper PJP

Has the responsibility of driving which includes following

traffic rules , finding place to place to park in congested

market places , sell the products

And collect cash & glass.

Communicates schemes and handles cash himself which

given him the opportunity to manipulates with discounts.

Salesman is un-educated, with his primary qualification being

a ‘driving license’.

Very low vehicles capacity utilization.

Company’s span of control till distributor

SKU’s loaded on truck is only an estimate leading to

shortage in brand/packs in the market.

WHAT IS PRE-SELL?

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Pre-sell a selling technology in which the selling process has

two distinct parts:

Generating order selling the order and delivering the pre-sold

order .It segregates the front-end and back-end process of

selling.

Works on a proper beat with a defined PJP.

A pre-seller focuses on taking orders in advance after

activating the outlet .Therefore eh has dedicated time for

effectively selling schemes and promotions and

Carrying out his executing an outlet responsibility.

Back-end activities like invoicing, delivering stocks, collecting

cash & glass are carried out by others.

Delivery vehicles are loaded as per the orders, leading to

very high capacity utilization & negligible shortage of

brand/pack to the retailer.

Company gets control over retailer.

Retailer is sure that he’s getting the complete discount.

Higher Distribution ROI.

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WHY PRE-SELL?

Improved execution

Reduced manpower through better utilization of MD

resources

Increased vehicle utilization (90%+)

Reduced costs

Improved BPPC Control-Focus on profitable packs and right

BPPC

.

PRE-REQUISITES FOR LAUNCHING PRE-SELL

1. DAS operation is a ‘must’.

2. EDS/outlet list by current route/salesman to be prepared with

RED outlets marked.

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PRINCIPLES

1. Pre-Seller can be a current ‘Route’ salesman or a

market developer.

2. All pre-sellers are hired by HCCB & paid through a 3rd

party.

3. Pre-seller will be responsible for:

RED outlets = Execution + Volume.

Non RED outlets =Volumes

4. Depending on the town/area/locality, pre-seller will be

allocated two/three beats each, with a frequency of

3x/2x per outlet.

5. Will cover 30 outlets in one beat using Beat Planning

Format

6. Pre-billed orders leave the depot/distributor go down.

7. Pre-sell to work on specific geography rather than

specific outlets.

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IMPLEMENTING PRE-SELL METHODOLOGYRE-ORGANIZING THE ROUTES

1. List all outlets. The listing will provide all the

necessary information.

2. Identify outlets that should be on Pre-sell beats &

form geographical clusters.

3. Convert these clusters into ”Pre-sell beats” ,

using the beat planning format

4. Prepare walking order Route Plan for Pre-sellers

for the beats assigned to him.

5. And Remember to ensure:

One Pre-sell beat should have 30-35

outlets.

Check available time through the beat

planning format.

ASSIGNING MANPOWER For Pre-sell we need the following:

1. Pre-Seller for generating the order and market

execution.

There will be only one cadre called “PRE-

SSELLER” which is either salesman or MD

converted to this role.

2. Drivers (delivery salesman) & helpers for

supplying orders.

3. MD’s for executing RED outlets on conventional

routes.

4. For DSD one person at depot to take orders from

Pre-sellers and billing.

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BUILDING BACK-END SUPPORT1. DELIEVERY PROCESS

1 cluster of 3-4 pre-sellers.

Volume & no. of outlets for every cluster

will be derived.

2. VEHICLES

Collect and analyses data related to

vehicles utilization over a period of 6-8

months after Pre-sell is launched.

Re-align the fleets as per the analysis.

TRAINING OF PRE-SELLERS Training for MD, Pre-sellers must cover how

to take order, and suggestive selling after

executing the outlet.

Training for salesman Pre-sellers must

include how to execute an outlet before taking

orders through suggestive selling.

Training will be first organized for MD

converted Pre-seller’s. The Salesman

converted Pre-sellers will be trained later on.

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PHASING OUT THE ROUTES/DISTRIBUTORS FOR LAUNCH

Communicating about Pre-sell in the RIGHT.

Do not encourage Pre-sellers to initiate talk

about Pre-sell with retailers because they not

be able to handle queries well.

STL’s/Strainers / ASM’s / ACDM MUST

accompany Pre-sellers during the launch.

This should be the way forward for at least

all important markets / retailers to reduce

chances of resistance from the trade.

Plan the phasing as per the number of STL’s

/ trainers you have.

MEASURING PRE-SELLER’S PERFORMANCEPerformance to be measured on following parameters:

RED scores of pre-sellers, Pre-pre-sell &

Post-pre-sell.

This needs to be checked to ensure that in

course of pursuing volume targets; market

execution is not left out which is very

important key to our business.

Volume achievements & growths vs. targets.

Productivity.

No. of bills cut in a week vs. potential

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Formula-Actual bills cut per week/ (No. of

retailers X3)

CAUTION1. There might be cases where in some retailers

return stock due to various reasons :-

Does not have money.

Father gave the order but son present

at shop during delivery of stocks.

Estimated the order wrongly now wants

to change the stock.

But the world of caution is that please don’t

move back to conventional route

2. Make deliveries through clubbed orders and

do not allocate a vehicle for every MD. Even if

that is done in the beginning, swap the

salesman.

VISION The long term vision of Coca-Cola in

India is to provide exceptional strategic

lead to the Coca-Cola in India.

Through Coca-Cola system resulting in

consumer & customer preference and

loyalty through Coca-cola is

commitment to them and in a highly

profitable Coca-Cola Corporate

branded beverage system.

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MISSION

The mission of Coca-Cola in India is:

Increase in shareholder’s value over

time.

To achieve the above by working with

business partners to deliver

satisfaction and value to customers

through world wide system of superior

brand and services thus increasing the

brand equity.

To achieve the mission the company

seeks the contribution from each of

the given areas:-

1. People working in the company.

2. Commitment of the company.

3. Goals & objectives of the

company.

4. Environmental polices.

5. Internal control.

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COCA-COLA BEVERAGE PVT. LTD

In the network of the Coca-Cola system, Coca-Cola has either of

the two bottling operation done for the company.

1. COBO (Company Owned & Operated

Bottling Operation).

2. FOBO (Franchise Owned & Operated

Bottling Operation).

After 1993, when Coca-Cola re-enters India market, done a lot of

changes in existing system of soft drink market prevailing in India,

by acquiring the major brands and the bottling operations from

Parle. After this company founded some of its own bottling

operation in India.

In year 1997, company did a major investment of $700 million in

India by purchasing other bottling operations, all around India and

introduces new technology in them. These bottling plants are

called Company Owned and Operation Bottling Operation.

Company has full ownership and operational right for these types

of operations. The other type of bottling operation for the company

are called Franchise Owned and Operated Bottling Operation, to

these, the company has given the right to produce the product for

the company and to supply with the territory assigned by the

company. Company has no ownership or operational right/ control

over these.

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.

RESEARCH METHODOLOGY

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OBJECTIVES OF THE RESEARCH:

The main objective of the project is to analyze and study in

efficient way the current position of Coca- Cola Company.

To perform PESTLE and SWOT analysis of Coca-cola

globally as well as locally. This would help us identify areas

of potential growth.

The study was aimed to perform Market Analysis of Coca-

Cola Company & find out different factors effecting the

growth of Coca-Cola.

Another objective of the study was to perform Competitive

analysis between Coca-Cola and its competitors.

To understand the reasons behind the purchase of Coca-

Cola products.

SCOPE OF THE STUDY:-

This study basically tries to discover the current position of

Coca-cola in the market. It also tries to discover the preferences

of the customers when posed with a choice between Coca-Cola

and Pepsi. It is primarily directed to the general public but was

done only in New Delhi, Noida and Greater Noida

RESEARCH DESIGNA research design is the specification of methods and procedures

for acquiring the needed information. It is overall operational

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pattern or framework of the project that stipulates what information

is to be collected from which source by what procedure.

There are three types of objectives in a marketing research

project:-

Exploratory Research.

Descriptive Research.

Casual Research.

1. Exploratory Research:-

The objective of exploratory research is to gather preliminary

information that will help define problems and suggest

hypothesis.

2. Descriptive Research:-

The objective of descriptive research is to describe things, such

as the market potential for a product or the demographics and

attitudes of consumers who buy the product.

3. Casual Research:-

The objective of casual research is to test hypothesis about

casual and effect relationships.

Based on the above definitions it can be established that this study

is a Descriptive Research as the attitudes of the customers who

buy the products have been stated. Through this study we are

trying to analyze the various factors that may be responsible for

the preference of Coca-Cola products.

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Use of research methodology

Without using research methodology to find new fact and

knowledge is not possible.

First of all question is arises what is research -

“Research as a scientific and systematic search for pertinent

information on a specific topic. In fact research is an art of

scientific investigation”

.

Method adopting in the research

PRIMARY METHOD

Adopted the personnel personal interview method in this method

we made a questioner with this questioner we used to go in the

market and see the customer one by one.

First of all we used to give the introduction with smile enthusiastic

and with proper eye contact and demand to give 2 or 3 minute to

fulfill his questioner and then after we started to put the questioner

at the retailer and completed the questioner.

(i) Questionnaire Method

(ii) Personal Interview

SECONDARY METHOD

This method is most appropriate method for collecting the data. By

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RESEARCH MEASURING TOOLS & TECHNIQUES

The primary tool for the data collection used in this study is the

respondent’s response to the questionnaire given to them. The

various research measuring tools used are:-

Questionnaire.

Personal interview.

Tables.

Percentages.

Pie-charts.

Bar-charts.

Column charts.

SAMPLING DESIGN

An integral component of a research design is the sampling plan.

Especially it addresses three questions: Whom to survey (sample

Unit), how many to survey (Sample Size) and how to select them

(sampling Procedure). Making the census study of the entire

universe will be impossible on the account of limitations of time

and money. Hence sampling becomes inevitable. A sample is only

his portion of population. Properly done, sampling produces

representative data of the entire population.

SAMPLE SIZE:-

i. Through questionnaire – 150 respondents.

ii. Through personal interview – 27 respondents.

SAMPLING TOOL:-

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Questionnaire was used as a main tool for the collection of data,

mainly because it gives the chance for timely feedback from

respondents. Moreover respondents feel free to disclose all

necessary detail while filling up a questionnaire. Respondents

seeking any clarification can easily be sorted out through tool.

TECHNIQUE INVOLVED IN DEFINING PROBLEM

1) Observation the problem

2) Collect the Problem

3) Analyzing the Problem

4) Take Solution

5) Application the Problem

6) Solving the Problem

OBSERVE THE PROBLEM

Under this investigate by own observation without interview is the

respondent. This also adopted by me by observation data can be

collect more correct. It is depend upon ability of investigator.

COLLECT THE PROBLEM

After collecting the data I considered that what the problem is for

the company and when company wants to know his weakness.

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ANALYSING THE PROBLEM

After collecting the problem I analysis the problem such as how

many problems are general and how many are different from

others and how many problem is considerable and solvable.

TAKE SOLUTION

After analyzing the problem I sow that 90% problem was general

and I found 20% problem personal and I was found 10% problem

as Genuine which is considerable and soluble. General solution

solve the journal problem remaining 10% problems solution we

found and then after we implement the solution.

FIELD WORK:-

The study was conducted in New Delhi, Noida and Greater Noida.

The questionnaires were given to the respondents to fill in

order to get their feedback.

Questions were read out to the respondents and the answers

were noted.

LIMITATIONS OF THE STUDY:-

The main purpose of this study is get idea about the preference of

the customers towards various Coca-Cola products. But there are

certain factors which affects this study they are as follow:

Since the sampling procedure was judgmental, the sample

selected may not be true representative of the population.

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Economic and market conditions are very unpredictable

(Present and future).

The project duration is limited to 4 weeks so it limits the area

of study.

The study was confined to New Delhi, Noida and Greater

Noida due to which the result cannot be applied universally.

TECHNIQUES FOR SALES PROMOTION

1) Product availability

2) 100% rich

3) Good relation

4) Warm display

5) Cold display

6) Proper singer

7) Rich at one time

8) Fulfill your commitment

1) Product availability

It means all the flavors of coca cola should be available at one

time. By which customer can able to give any flavors to the

consumer and can give the satisfaction.

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

always worry about the quality of all the brands. If any

organization wants to service in the market and wants to better

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image then quality play a very integral role so for sales

promotion quality should by 100% good.

3) Good relation – company’s executive, sales man should make

good relation from dealer, whole seller and retailer. There is

only 20% brand loyal person. Remaining 80% impulse selling is

going on. It means in India in cold drinks line which ever brand

consumer see first of all that brand will demanded by user. The

selling is high that particular brand. So i want to say that if. The

Executive relations will goods from dealer, whole seller retailer.

Then he will arrange coke brands on front of shop by which

coke selling will improve.

4) Worm display

5) Cold display

6) Proper shin age - proper shin age also play a key roll in more

selling.

7) Fulfill our commitment – if executive promise to the customer of

any type. Then executive shovel fulfill his promise, such as.

Executive say that to the retailer if you will sell 1000 carrot in

this month then i will give you a coke fridge. If retailer has sold

out 1000 carrot in the a month then executive should fulfill is

commitment. By this manner selling will also improve.

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MARKET SHARE OF COCA COLA IN THE MARKET

In Present situation of Coca Cola is very good in the market. The

company have good market share app. 67% and remain 33%

market share covered by his close competitor Pepsi in this Area.

Last years situation was not that. Last years market share of coca

cola and pepsi was app. Same in the market but in this year

company adopted new strategy and provided good service and

provide more and more customer satisfaction company top

management have taken a good decision in this year. Decision

was that all the flavor’s rate should be decreased by which lower

level people can be taken the enjoy of coke and the company

provided a new flavor of 200 ml in the birth rupees of 5. This brand

have got good position in middle level and lower level family so by

the virtue of good strategy company have got good market share

app. 67% right now coke position is much more strong.

Comparison to Pepsi.

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Coke Pepsi

Cola Cola

(Pepsi)

Coca Cola Thumsup

Orange

(Fanta) Orange

(Mirinda)

Fanta Orange Fanta Green Apple

Fanta Water Malon

Clear lemon Clear Lemon

(Sprite) (7UP)

Cloudy lemon Cloudy Lemon

(Limca) (Lemon Mirinda)

Fruit Fruit

(Maaza) (Slice)

MAAZA ORANGE Pulpy orange Pineapple Soda

Soda (Lehar Evervess)

(Kinley)

Kinley Water Kinley Water

(Kinley) Aquafina

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SWOT Analysis

STRENGTH

Company product having a good brand name and trade mark.

So that there is no such problem for convenes the user.

Being a franchise company product trade mark. That’s why it’s

scope is worldwide.

Coca cola capturing near about 69% market in cold drinks line

remaining 31% captured by its main competitor Pepsi. The

reason behind that good supply and its all flavor like Thumsup,

Limca, Fanta, Maaza and Sprite also asked by the user in

Sahibabad Area.

Coca Cola good Brand Image not only in India rather all over

the world. That’s why there is no need of Advertisement.

Company marketing policy is consumer oriented by doing

mentioned M.R.P. and manufactured date.

Company having expert management so that company can

provides better goods & service for the ultimate user.

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

position of provide all flavor’s to the customer daily or at a one

time.

Customer is not happy from company marketing policy. He

wants company will start special discount program or increase

maximum retail price.

Most of the retailer’s problem is that no. company person

comes at the shop for listening the problem.

Company top management not declare the scheme before one

or two days. That’s why scheme catalogue not prepared by the

lower level management. In this way retailers are not satisfy for

company policy.

Company management is not doing any thing for retailer. If

management is not provide any relief then he will increase

M.R.P.

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OPPORTUNITY Company can increase his product selling by increasing plant

capacity and manufacturing capacity.

Being a seasonal selling product provide all the flavor to the

customer in hot session very necessary. It is the opportunity for

the company.

By providing better goods & services company can increase his

market share.

In present now the competitors are very less so that company

can compromise its main competitor Pepsi and can take

maximum profit.

THREAT

Company should do something for customer interest. Providing

beneficial scheme and good relation to customer other wise it’s

other competitor will develop and they will capture its market.

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Cold Drinks selling is very much depend on customer or retailer

so that retailer is not happy than sale can be effected in future.

In this time only two or three competitor are existing in the

market. In the future the competitor can increase. So that

company should prepare some future plan for maintaining it’s

market share.

Some domestic competitor can develop in the market.

Company should prepare long term future plan for permanently

existing in Host Country.

FINDINGS & OBSERVATION

The reports of each phase of the project had to be supplemented

by the information, data, facts and figures and significant findings

and observation to support the feasibility of decisions to be taken

on the basis of the Retail mapping Summary or the CDR. The

information so recorded in each phases of the project had to be

listed in order of their relevance and seriousness and presented in

a form to facilitate immediate inference.

The most important and satisfying observation was that,

Coca Cola had approximately 64% market share in the soft

drinks market in DELHI & NCR and some of its brands like

Miranda Orange and Mountain Dew were performing above

standards apart from Coca Cola in spite of the Coca Cola

with two cola flavor packs i.e., Coke and Thumps up.

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The present distribution system of Coca Cola is the best in

the entire FMCG industry in DELHI & NCR and the major

strength

of Coke. The enhancement in the distribution network would

definitely increase the market share of Coke.

The retailers played a very critical role in the increment in the

sales volume of the product and they had to be kept satisfied

in order to increase the market share by offering better

schemes, discounts, display materials such as VISI’s, racks,

counter, signage, wall paintings and better amount for

purchase of shelf space for display.

The existence of sub-dealers and super stockiest are also

the major area of problem, as they do not move the schemes

and other display materials and incentives information to the

retailers, which is one of the reasons for the dissatisfaction of

retailers.

The other major issue was the supply of Coca Cola from the

bottling plants in Delhi and Punjab against the company

policies. These plants supplied the products at discounted

rates and violated merchandising principles of Coca Cola.

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Another critical issue was the presence of duplicate products

of Coca Cola in the market. The details of these outlets have

been surrendered to the company for action against these

outlets.

SUGGESTIONSThe suggestions made in this section are based on the market

study conducted as part of “Coca-Cola India”. The suggestions are

arranged in order of priority, highest first.

Perform a detail demand survey at regular interval to know

about the unique needs and requirements of the customer.

The company should make hindrance free arrangement for

its customers/retailers to make any feedback or suggestions

as and when they feel.

The company should focus to bring some more flavors like

health drinks and other low-calorie offerings. Coca-Cola

India can also introduce some fruit based drinks, as it has

already entered the energy drink arena with “Burn”.

Coca-Cola’s distribution channel is mostly through retail.

Whereas the competitors also concentrates more on the

multiplexes, pubs and restaurants. Coca-Cola should try to

increase their distribution in these areas.

The company must keep a watch on its primary competitors

in market in order to be able to compete with them.

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The company should use new attractive system of word of

mouth advertisement to keep alive the general awareness

in the whole market as a whole.

The company should be always in a position to receive

continuous feedback and suggestions from its customers/

consumers as well as from the market and try to solve it

without any delay to establish its own good credibility.

A strong watch should be kept on distributors so that the

goodwill of the BRAND doesn’t get affected.

CONCLUSION

Though there were certain limitations in the study that was

conducted. The sample allowed for some conclusions to be drawn

on the basis of analysis that was done on the data collected.

The data has clearly indicated that Coca-Cola products are more

popular than the products of Pepsi mainly because of its TASTE,

BRAND NAME, INNOVATIVENESS and AVAILABILITY, thus it

should focus on good taste so that it can capture the major part of

the market. The study also indicated that the consumers are

satisfied with the Coca-Cola products and purchase them without

any specific occasions.

In today’s scenario, customer is the king because he has got

various choices around him. If you are not capable of providing

him the desired result he will definitely switch over to the other

provider. Therefore to survive in this cutthroat competition, you

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need to be the best. Customer is no more loyal in today’s scenario,

so you need to be always on your toes

RECOMMENDATIONS

Company should prepare future plan for maintain selling in

market. Because company competitor can increase and can

capture the market.

Company should provide special benefit to the retailer. Other

wise his interest will go down from cold drinks.

Present time competition is not high in this line because it’s

competitor is only Pepsi. So that company can do compromise

with Pepsi and both can increase product’s M.R.P.

Company should appointed a special representative for

listening retailer’s problem and solve them. He can also find out

some shortcomings of salesman & others.

In case of cold drinks selling mostly depend on retailer. So that

his satisfaction needed.

Test of all flavors like, Coke, Thumps, Limca, Fanta, Maaza and

Sprite should also good.

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BIBLIOGRAPHY

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Internet site

www.cocacola.com

www.pepsico.com

www.Google.co.in

Record of luminous marketing.

News items of English dailies, published from New

Delhi.

The Times of India

The Telegraph

The Economic Times

Advertisement on coke products.

Advertisement on Pepsi product.

Consulted Libraries

American Library

British Library

Consulted Books

Research for marketing Decision by P.

Green, D.S. Tulle, G. Album

Marketing Management -Phillip Kotler.

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Questionnaire

NAME OF THE SHOP……………………………………………………….ADDRESS………………………………………………………………………TEL. NO. ………………………………………………………….

Q1) Which brand do you sell? PEPSI COCA COLA BOTH

Q2) Why are you not selling the Coca Cola or Pepsi product?Q3) How many brands are available in your shop in the RGB and PET Bottles?

(A)In RGB

COCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

(B)In PET

COCA COLA THUMS UP

SPRITE LIMCA

FANTA MAAZA

MMPO NIMBO FRESH

Q4) Which company Visit Cooler are you having?

PEPSI COCA COLA BOTHQ5) Whether the purity of the refrigerator is maintained or not?

YES NOQ6) Which brand is preferred by the customers?

PEPSI BRANDS COCA COLA BRANDS

Q7)Are you satisfied with the distribution network?

YES NO

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

YES NO

Q9) Which company advertisement and sales promotion activities are better?

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PEPSI COCA COLA

Q10)Your daily sales?

1-2 CASE 3-5 CASES 6-10

CASES

More than 10 CASES

Q11)Do you think promotional activities can increase sales?

YES NO

Q12) According to you a company should improve upon?

Distribution Service

Sales Promotion Schemes

Q13)How would you rate Coca Cola?

Excellent Very Good

Average Bad

Very Bad

COMPLAINTS OR SUGGESTIONS…………………

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