Coca cola dharm project

COCA COLA BEVERAGE PVT LTDCOCA COLA BEVERAGE PVT LTD
A
ReseARch 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 ADMINISTRATION
SESSION 2012-2014
mANGAlmAY iNsTiTuTe Of mANAGemeNT &
TechNOlOGY GReATeR NOidA
Submitted To: Submitted By:
Prof. Sandeep Sharma Dharmendra Kumar
Faculty of Marketing MBA IInd
Year
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(MIMT) Roll-1215270019
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
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understand the Customer preferences towards various Coca-Cola
products.
.
TAble Of cONTeNT
TOPic 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
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PRESELL : 95-103
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
origin
United States
Introduced 1886
Color Caramel E-150d
Flavor
Cola, Cola Cherry, Cola
Vanilla, Cola Green Tea,
Cola Lemon, Cola Lemon
Lime, Cola Lime, Cola
Orange and Cola
Raspberry.
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Variants
See 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
19th century by John Pemberton, Coca-Cola was bought out by
businessman Asia Griggs Candler, whose marketing tactics led
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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
19th century historical origins
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Eagle Drug and Chemical House, Columbus, Georgia
John Pemberton, the inventor of Coca-Cola
Old German Coca-Cola bottle opener.
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.
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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,
and impotence. Pemberton ran the first advertisement for the
beverage on May 29 of the same year in the Atlanta Journal.
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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 &
Co. obtained all of the one-third interest in the Coca-Cola
Company that Charley held, all while Charley still held on to the
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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
have quickly maneuvered to purchase the exclusive rights to the
name "Coca-Cola" from Pemberton's son Charley right after Dr.
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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.
20th century landmarks
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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
introduced in the late 1930s and manufactured till the late 1950s.
Photograph circa 1948.
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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.
In April 2007, in Canada, the name "Coca-Cola Classic" was
changed back to "Coca-Cola". The word "Classic" was removed
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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.
Coca-Cola with its partners is to invest USD 5 billion in its
operations in India by 2020.
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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)
Ingredients
• Carbonated water
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• 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.
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
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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
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
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caffeine from kola nut, leading to the name Coca-Cola (the "K" in
Kola was replaced with a "C" for marketing purposes).
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-
Cola (Cherry
Coke)" in North
America until
2006.
New 1985 2002 Was still available
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Coke/"Coca-
Cola II"
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,
Taiwan, Tunisia,
United Kingdom,
United States,
and West Bank-
Gaza
Coca-Cola 2002; 2005; Available in:
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Vanilla 2007
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 Lime
2005
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
Zealand.
Currently
available in the
United States in
Coca-Cola
Freestyle fountain
since 2009.
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Coca-Cola
Black Cherry
Vanilla
2006
Middle of
2007
Was replaced by
Vanilla Coke in
June 2007
Coca-Cola
Blāk
2006
Beginning of
2008
Only available in
the United States,
France, Canada,
Czech Republic,
Bosnia and
Herzegovina,
Bulgaria and
Lithuania
Coca-Cola
Citra
2006
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
and Switzerland
it's sold under the
label Mezzo Mix.
Currently
available in Coca-
Cola Freestyle
fountain outlets in
the United States
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since 2009.
Coca-Cola
Life
2013
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
Earl R. Dean's original 1915 concept drawing of the contour Coca-
Cola bottle.
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The prototype never made it to production since its middle
diameter was larger than its base, making it unstable on conveyor
belts.
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
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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
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
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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
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.
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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").
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.
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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.
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.
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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.
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
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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.
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.
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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.
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,"
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"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.
In mass media
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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
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,
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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).
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With direct distribution there are two types of sales:-
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 DISTRIBUTION
OUT 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.
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vANILA
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
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 PERCENTAGE
PRICE 33 35%
TEST 20 21%
AVAILABILITY 25 26%
PACKAGING 06 6%
OTHERS 11 12%
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TYPE RESPONDENTS PERCENTAGE
THUMPSUP 42 65%
LIMCA 07 10%
COKE 11 17%
MAAZA 05 8%

0
5
10
15
20
25
30
35
Price Test Availability Packaging Others
REASON FOR HIGH DEMAND OF
COKE
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
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and only about 4% purchase during festivals and for picnic
purposes
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.
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WHAT IS PRE-SELL?
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’.
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2. EDS/outlet list by current route/salesman to be prepared with
RED outlets marked.
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 METHODOLOGY
RE-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.
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4. For DSD one person at depot to take orders from
Pre-sellers and billing.
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BUILDING BACK-END SUPPORT
1. 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 PERFORMANCE
Performance 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.
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No. of bills cut in a week vs. potential
Formula-Actual bills cut per week/ (No. of
retailers X3)
CAUTION
1. 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
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
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RESEARCH DESIGN
A research design is the specification of methods and procedures
for acquiring the needed information. It is overall operational
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
109 | P a g e

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.
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
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SECONDARY METHOD
This method is most appropriate method for collecting the data. By
this method researcher get the actual report
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
111 | P a g e

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:-
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
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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.
 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.
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 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.
 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
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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
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
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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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