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11
Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
BBAASSIICC IINNFFOORRMMAATTIIOONNSS
Company Profile
Name of the Organization: Hindustan Coca – Cola Beverages Private Limited Year of Establishment: October 1993 Form of Business: Private Limited Nature of Business: Leading Producer & marketer of soft drinks in India Address of Corporate Office: Coca – Cola India Enkay Towers, Udyog Vihar V, Gurgaon, Haryana – 122106. Tel.: (0124) 2234 8041/8571. Plant Address (Gujarat): Village: Goblej, Dist.: Kheda, Gujarat – 387440. Name of the President: Mr. Sanjiv Gupta Telephone:
02694 84386 / 87 / 77585 E – Mail:
[email protected] Website:
http://www.coca-colaindia.com
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
History Birth of a Refreshing Idea
John Styth Pemberton first introduced the refreshing
taste of Coca – Cola in Atlanta, Georgia. It was of 1886
when the pharmacist concocted a caramel – colored syrup
in a three – legged brass kettle in his backyard. He first “distributed” the
new product by carrying Coca – Cola in a jug down the street to Jacobs
Pharmacy. For five cents, consumers could
enjoy a glass of Coca – Cola at the soda
fountain. Whether by design or accident,
carbonated water was proclaimed “Delicious &
Refreshing” Dr. Pemberton’s partner &
bookkeeper, Frank M. Robinson suggested the
name & panned “Coca – Cola” in the unique flowing script that is famous
worldwide today. Mr. Robinson thought ‘the two C’s would look well in
advertising. In 1886 sales of Coca – Cola averages nine drinks per day.
The first, Dr. Pemberton sold 25 gallon of syrup, shipped in bright red
wooden kegs. Red has been a distinctive color associated with the no. 1
soft drink brand ever since. By 1891, Atlanta entrepreneur Asa G.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Candler had acquired complete ownership of Coca – Cola business.
Within four years, his merchandising flair helped expand consumption for
$ 25 million. Robert W. Woodruff became president of The Coca – Cola
Company in 1923, & his more than six decades of leadership took the
business to unrivalled height of commercial success, making Coca – Cola
an institution the world over.
Coca – Cola began as a fountain
product, but candy merchant Joseph A.
Biedenhurn of Mississippi was looking for a
way to serve this refreshing beverage at picnics.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Coca-Cola First Bottled
Coca-Cola began as a fountain product, but candy merchant Joseph
A. Biedenharn of Mississippi was looking for a way to serve this
refreshing beverage at picnics. He began offering bottled Coca-Cola,
using syrup shipped from Atlanta, during an especially busy summer in
1894.
In 1899, large-scale bottling became possible when Asa Candler
granted exclusive bottling rights to Joseph B. Whitehead and Benjamin F.
Thomas of Chattanooga, Tennessee. The contract marked the beginning
of The Coca-Cola Company's unique
independent bottling system that remains the
foundation of Company soft drink operations.
Back then, soda bottles were all very similar.
And Coca-Cola had many imitators, which consumers would be unable to
identify until they took a sip. The answer was to create a distinct bottle
for Coca-Cola. As a result, the contour bottle for Coca-Cola with the
shape now known around the world was developed in 1915 by the Root
Glass Company.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Coca – Cola in India
After a 16-years absence, Coca-Cola returned to India in 1993. The
Company's presence in India was cemented in November that year in a
deal that gave Coca-Cola ownership of the nation's top soft-drink brands
and bottling network.
Coca-Cola India has made significant investments to build and
continually improve its business in India, including new production
facilities, wastewater treatment plants, and distribution systems and
marketing equipment.
During the past decade, the Coca-Cola system has invested more
than US$ 1 billion in India.
Coca-Cola is one of the country's top international investors.
In 2003, Coca-Cola India pledged to invest a further US$100
million in its operations.
Coca-Cola business system directly employs approximately
6,000 local people in India.
In India, we indirectly create employment for more than
125,000 people in related industries through our vast procurement,
supply and distribution system.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Virtually all the goods and services required to produce and
market Coca-Cola locally are made in India.
The Coca-Cola system in India comprises 27 wholly-owned
company-owned bottling operations and another 17 franchisee-owned
bottling operations.
A network of 29 contract-packers also manufactures a range of
products for the Company.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Name of the Directors
Douglas N. Draft is chairman, Board of Director & Chief
Executive Officer.
Carl Ware is Executive Vice President of Public affairs &
Administration.
Brian G. Dyson is Vice Chairman & Chief Operating officer.
Steven S. Heyer is Executive Vice President & Chief Operating
Officer, Coca – Cola Ventures.
Stephen C. Jones is Senior Vice President & C.M.O.
David L. Patrick is Executive Vice President of General Counsel.
Mary E. Minnick is Executive Vice President & Chief Operating
Officer in Asia.
Alexander R. C. Allen is Executive Vice President & Chief
Operating Officer in Europe, Eurasia & Middle East.
Alexander B. Cumming Jr. is President of Africa Group.
Gary P. Fayard is Senior Vice President & C.F.O.
Sanjiv Gupta is a President of Coca – Cola India.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Mission
THE COCA – COLA COMPANY EXISTS TO BENEFITS &
REFRESH EVERYONE IT TOUCHES, THIS IS OUR PROMISE
WE STRIVE TO DELIVER ON THIS PROMISE EVERYDAY
CREATING STRONGER & MORE SUSTAINABLE FUTURE
FOR OUR BUSINESS & FOR THE COMMUNITIES WE SERVE
19
Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Quality Policy
The Coca-Cola Company exists to benefit and refresh everyone it
touches. For us, Quality is more than just something we taste or see or
measure. It shows in our every action. We
relentlessly strive to exceed the world's ever-
changing expectations because keeping our
Quality promise in the marketplace is our
highest business objective and our enduring
obligation. More than a billion times every day, consumers choose our
brand of refreshment because Coca-Cola is...
The Symbol of Quality
Customer and Consumer Satisfaction
A Responsible Citizen of the World
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
SWOT Analysis
S. = Strengths
� It is a company with an experience more than 100 years.
� Coca – Cola is no 1 Soft Drink Company of the world.
� The company has never look back because of its innovative
ideas.
� It has got a very good infrastructure which helps the process of
production.
� Its trademark is identified by almost 95% of world population.
� Maintains its major focus on worldwide expansion of cola
market.
W. = Weaknesses
� Relationship with bottling subsidiaries could create territorial &
other loyal problems.
� Large region bottlers may not have the adequate finance
resources to continue expansion; this may decrease or spoil the
relationship.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
O. = Opportunities
� It has got golden opportunities of promoting its product trough
out the nation.
� Coca – Cola tries to grab every opportunity that comes their
way.
� World wide economy development & population growth to
sustain sales & profit.
� Strong brands name of the company.
� Its logo is identified by almost about 95% of the world
population.
T. = Threats
� The main threat which not only the Coca – Cola, but also the
Soft drink Industry.
� It has captured believe that the next turn will be that of India.
� The biggest threat to coke is its competitor Pepsi.
� It has another threat to increase its advertisement budget.
22
Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
OORRGGAANNIIZZTTIIOONNAALL AASSPPEECCTTSS
Organizational Structure
Board of Directors
Managing Director
Executive Director
Vice President
Senior General Manager
General Manager
Head of the Department
Supervisors
Workers
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Departments of Organization
There are so many departments of this company. There are many
sub departments of the department. The some major departments are
described under:
PRODUCTION DEPARTMENT
This is the department, which looks after the whole production
process, there are also some sub divisions.
1. Water Treatment Department:
In this department water is treated to make is pure & safe water,
they use RO Plant, UV rays, Chlorine etc. to make it pure.
2. Flavour Department:
This is the department, which looks after the taste & proper amount
of flavour added into it. This is the reason why the taste of Coca – Cola is
same an over the world.
3. Bottling Department:
In this department all the bottles are manually checked so that no
damaged bottles are filled. Bottles are first cleaned with automatic
machines & then filled with a machine that as capacity to fill 600 bottles
per min.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
SALES DEPARTMENT
This department looks after the sale of the production, the Coca –
Cola has an indirect distribution channel of supply, this department plays
a major role. There are more than 300,000 retail outlets across the country
& to keep watch on this outlet is duty of sales department, so that this
outlet never cheats the consumer.
FINANCIAL DEPARTMENT
This department looks after all financial needs of the company’s
any department. To expand the business or to yet it divers the company
should look that is this department has enough finance to do so or not.
MARKETING DEPARTMENT
This department looks after how the production of the company
can be promoted in the market. This department thinks of schemes to be
given along with the product. It can be in form of discount or sample of
new product is given free or anything else.
RESEARCH & DEVELOPMENT DEPARTMENT
This department do research to improve the quality of product
along it is great. This department does research or how the drink should
be packed & sold in the market at the lowest cost. This department
develops new & new taste soft drinks.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
PPRROODDUUCCTTIIOONN AASSPPEECCTTSS Various Products
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Coca – Cola:
In India, Coca-Cola was the leading soft-
drink till 1977 when govt. policies necessitated its
departure. Coca-Cola made its return to the country
in 1993 and made significant investments to ensure
that the beverage is available to more and more people, even in the
remote and inaccessible parts of the nation.
Coca-Cola returned to India in 1993 and
over the past ten years has captured the
imagination of the nation, building strong associations with cricket, the
thriving cinema industry, music etc. Coca-Cola has been very strongly
associated with cricket, sponsoring the World Cup in 1996 and various
other tournaments, including the Coca-Cola Cup in Sharjah in the late
nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life
ho to Aisi were very popular and had entered the youth's vocabulary. In
2002, Coca-Cola launched the campaign "Thanda Matlab Coca-Cola"
which sky-rocketed the brand to make it India's favorite soft-drink brand.
In 2003, Coke was available for just Rs. 5 across the country and this
pricing initiative together with improved distribution ensured that all
brands in the portfolio grew leaps and bounds.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Thums Up:
Thums Up is a leading carbonated soft drink
and most trusted brand in India. Originally
introduced in 1977, Thums Up was acquired by The
Coca-Cola Company in 1993 from Parle.
Thums Up is known for its strong,
fizzy taste and its confident, mature and
uniquely masculine attitude. This brand
clearly seeks to separate the men from the boys.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Limca:
“Lime n’ lemoni Limca”. The drink that can
cast a tangy refreshing spell on anyone, anywhere.
Born in 1971, Limca has been the original thirst
choice, of millions of consumers for over 3 decades.
The brand has been displaying healthy volume growths year on year and
Limca continues to be the leading flavor soft drink
in the country.
The sharp fizz and lemoni bite combined
with the single minded positioning of the brand as
the ultimate refresher has continuously
strengthened the brand franchise. Limca energizes
refreshes and transforms. Dive into the zingy refreshment of Limca and
walk away a new person.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Fanta:
Internationally, Fanta - The 'orange' drink of
The Coca-Cola Company, is seen as one of the
favorite drinks since 1940's. Fanta entered the
Indian market in the year 1993.
Over the years Fanta has occupied a strong market place and is identified
as "The Fun Catalyst". Perceived as a fun youth brand, Fanta stands for
its vibrant color, tempting taste and tingling bubbles that not just uplifts
feelings but also helps free spirit thus encouraging one to indulge in the
moment. This positive imagery is associated with happy, cheerful and
special times with friends.
Fanta advertising over the time has had
the highest association with fun and friends that has reflected through
past TV commercials like Masti ka Apna Taste, Bajao Masti Ki
Ghanti to the recent commercials Dil Khol Ke at the Airport. Rani
Mukerjee, as the brand ambassador for Fanta is the perfect embodiment
of brand character vis fun, vivacious and energetic.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Sprite:
Worldwide Sprite is ranked as the No. 4 soft
drink and is sold in more than 190 countries. In
India, Sprite was launched in year 1999 and today it
has grown to be one of the fastest growing soft drinks, leading the Clear
lime category. Today Sprite is perceived as a youth icon. Why? With a
strong appeal to the youth, Sprite has stood for a straightforward and
honest attitude. Its clear crisp refreshing taste encourages the today's
youth to trust their instincts, influences them to be true to who they are
and to obey their thirst.
Sprite advertising for has always been
memorable with very high recall value,
specially amongst the youth. With popular TV
commercials like Lisa Ray, Aish, Market Research and it's latest take on
its competitor - 'I don't want to Do' Sprite has stood in the minds of youth
as "Sprite Bujhaye Only Pyaas, Baki All Bakwaas", which has became
recognizable around the country.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Maaza:
Maaza was launched in 1976. Here was a
drink that offered the same real taste of fruit juices
and was available throughout the year. In 1993,
Maaza was acquired by Coca-Cola India. Maaza currently dominates the
fruit drink category.
Over the years, brand Maaza has
become synonymous with Mango. This has
been the result of such successful campaigns
like "Taaza Mango,Maaza Mango" and "Botal mein Aam, Maaza hain
Naam". Consumers regard Maaza as wholesome, natural, fun drink which
delivers the real experience of fruit.
The current advertising of Maaza positions it as an enabler of fun
friendship moments between moms and kids as moms trust the brand and
the kids love its taste. The campaign builds on the existing equity of the
brand and delivers a relevant emotional benefit to the moms rightly
captured in the tagline "Yaari Dosti Taaza Maaza"
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Diet Coke: “Looking good and tasting great!” 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 fun-loving attitude.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Sunfill: Sunfill powder drink has been developed locally
based on the Indian consumer preferences. We have
kept in mind the Indian palate (Taste / Sweetness /
Sourness / orange flavor). Sunfill is also present in other countries, either
in the form of a fruit juice based drink, or in the powdered concentrate
form in countries like Indonesia, Sri Lanka and Bangladesh. It has been
developed using The Coca-Cola Company's expertise in the beverage
business. Keeping in mind the affordability factor and the competition,
Sunfill is available in three variants- Sunfill Regular, Sunfill Anand and
Sunfill Tarang. Sunfill is great tasting, convenient and economical.
Sunfill Regular priced at Rs. 2.50 per
serve gives the consumer a world class
product, which not only is very convenient, but also has a very attractive
price. The product is available in single serve (23gms) & multi serve
(200gms) and in 4 flavours- Orange, Lemon, Mango and Pineapple.
Sunfill Anand was launched with the strategy cater to SEC C, D, E
and Rural India. It is a non-sugared concentrate which provides one
serving at 50 paise only. Anand has also been launched in a multi-serve
pack which provides 22 glasses only at Rs. 10.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Sunfill Tarang is targeted at housewives in the high-end grocery
segment keeping in mind the age-old Indian custom of making squashes
at home. It is a non-sugared concentrate and is available in a multi-serve
pack which makes 18 glasses at Rs. 15.
The advertising campaign emanates from the winning product and
brand concept and is based on extensive consumer research. Sunfill is
bounty in the hands of the housewife. It is refreshing, economical and
convenient.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Kinley Water: Water, a thirst quencher that refreshes, a life
giving force that washes all the toxins away. A
ritual purifier that cleanses, purifies, transforms.
Water, the most basic need of life, the very sustenance of life, a
celebration of life itself. The importance of water can never be
understated. Particularly in a nation such as India where water governs
the lives of the millions, be it as part of everyday rituals or as the
monsoon which gives life to the sub-continent.
Kinley water understands the
importance and value of this life giving
force. Kinley water thus promises water that
is as pure as it is meant to be. Water you can trust to be truly safe and
pure. Kinley water comes with the assurance of safety from the Coca-
Cola Company. That is why we introduced Kinley with reverse-osmosis
along with the latest technology to ensure the purity of our product. That's
why we go through rigorous testing procedures at each and every location
where Kinley is produced. Because we believe that right to pure, safe
drinking water is fundamental. A universal need, that cannot be left to
chance. Kinley water - Boond Boond Mein Vishvaas!
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Georgia:
In the company's journey towards the vision
'leading the beverage revolution in India', now even
Garam matlab Coca-Cola…. A hot new launch
from Coca-Cola India. Georgia, quality tea &
coffee served from state of the art vending machines is positioned to tap
into the nation’s biggest beverage category.
Georgia, which promises a great tasting, consistent, hygienic and
affordable cuppa is available in a range of 7 sizzling flavors, adrak,
elaichi, masala and plain tea cappuccino, mochaccino and regular
coffee.
Georgia is currently in the roll out stage after a successful launch
in Delhi & Kolkata. Georgia aims to become the consumers preferred
choice of hot beverage when he is on the go, the brand is well on course
to achieving its vision.
While Georgia is a mass market
offering, Georgia Gold is the premium brand which caters to the
connoisseur. Made from freshly roasted and ground coffee beans,
Georgia Gold is delicious tasting aroma with the tantalizing aroma of
fresh coffee. Currently available exclusively at McDonalds outlets
across the country Georgia Gold has driven coffee sales through the roof.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
The success of hot beverages from Georgia Gold has resulted in
extension into the cold category, with the introduction of Ice Tea and
Cold Coffee.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Georgia Gold: In the company's journey towards the vision
'leading the beverage revolution in India', now even
Garam matlab Coca-Cola…. A hot new launch
from Coca-Cola India. Georgia, quality tea and coffee served from
state of the art vending machines is positioned to tap into the nations
biggest beverage category.
Georgia, which promises a great tasting, consistent, hygienic and
affordable cuppa is available in a range of 7 sizzling flavours, adrak,
elaichi, masala and plain tea cappuccino, mochaccino and regular
coffee.
Georgia is currently in the roll out
stage after a successful launch in Delhi &
Kolkata. Georgia aims to become the
consumers preferred choice of hot beverage
when he is on the go and the with 23
million cups so far, the brand is well on
course to achieving its vision.
While Georgia is a mass market offering, Georgia Gold is the
premium brand which caters to the connoisseur. Made from freshly
39
Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
roasted and ground coffee beans, Georgia Gold is
delicious tasting aroma with the tantalizing aroma of fresh coffee.
Currently available exclusively at McDonald’s outlets across the country
Georgia Gold has driven coffee sales through the roof. The success of hot
beverages from Georgia Gold has resulted in extension into the cold
category, with the introduction of Ice Tea and Cold Coffee.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Vanilla Coke:
Vanilla Coke was launched in 2002 in North
America and subsequently in various other markets
across the world and met with immense success.
The idea of the refreshment of Coca-Cola with a hint of Vanilla was
found very appealing when tested in India and we launched Vanilla Coke
in April 2004. The Thanda Matlab Coca-Cola campaign which was
launched in 2002 had made Coca-Cola India’s favourite soft drink and
this helped launch Vanilla Coke as ‘Ice-Creamy Thanda’, thereby making
the new brand something familiar and comfortable to the consumer.
Vanilla Coke was launched with a high
profile TVC featuring teen heartthrob Vivek
Oberoi in a remarkably new and different retro avatar. Directed by Ram
Madhvani, the TVC has become a rage in the country with people from
various walks of life using the term ‘Wakaw’ in various contexts. The
Bappi Lahiri track has also become very popular.
Other than the TVC, radio & outdoor, the 360 degrees campaign
includes a complete internet led brand experience that you can catch on
www.myenjoyzone.com/vanillacoke and outdoor activation.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Plant Layout
THE GOBLEJ PLANT
∗ Commissioned in March 1998.
∗ Situated at the peaceful environs of Goblej just 30 km away
from Ahmedabad City.
∗ Have two RGB lines & One Hot fill Line.
∗ Capable of Producing 55000 cases/day.
∗ The World’s favorite soft drink is Ahmedabad’s favorite too,
evident from the phenomenal growth rate that Coca – Cola has
achieved since its re – introduction in India.
In Goblej, government facilities are very good; there are lots of non
– skilled people here at Goblej. Coca – Cola generated lots of
employment in Goblej. The staff of Goblej plant coming from allover
Gujarat.
The struggling time for the pant is Rainy Season. In rainy season
everything will go down, production to marketing. The profitable time is
summer. In summer consumption goes up because here at Gujarat, the
temperature is very hot at the time of summer. That’s why in summer
production should be on full speed.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
Technology
At The Coca-Cola Company, through our globally accepted and
validated manufacturing processes and Quality Management Systems,
they ensure that their manufacturing facilities are equipped to provide the
consumer with the highest possible quality beverage each time. Let us
now take you through the processes and Quality Assurance Programs
followed by our world-class manufacturing facilities in India.
Even before the plant is constructed, the site is selected based on
the availability of source water meeting the portability quality standards.
At all their carbonated and non-carbonated soft drink manufacturing
locations, the source water is tested for all requirements of potable
drinking water. The analysis is always conducted by independent third
party accredited laboratories. The source water is then properly protected
and re-tested periodically to ensure conformance to potability standards.
The water is then drawn through sealed pipelines into the storage
tanks in secured water treatment areas of the manufacturing plant.
1. The first step in the manufacturing of soft drinks is the
disinfections of water using the globally approved procedure of
chlorination. This treatment ensures the destruction of microorganisms
including pathogens and oxidation of heavy metal ions and organic
impurities.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
2. The second step is the filtration at the molecular level, which is
achieved either by coagulation/flocculation or reverse osmosis.
Contaminants commonly removed by this process include:
-Dirt, clay and any other suspended matter in the water.
-Microbial matter (including bacteria, yeast, moulds, virus, protozoa).
-Heavy metals and compounds which may cause an off-taste.
When coagulation/flocculation is used, colloidal materials and
suspended particles are removed by settling plus enhanced filtration
through multi-media. If needed, alkalinity reduction may also be achieved
by lime softening or ion exchange filters.
3. The third step to stop potential contaminants is water
purification using granular activated carbon filters. The granular activated
carbon, with its large and porous surface area, ensures effective removal
of trace levels of organic compounds (including pesticides and
herbicides), colour, off-taste and odour-causing compounds using the
principle of absorption.
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
4. The last step is polishing filtration, which is passing water
through high efficiency 5-micron filters to ensure every drop of treated
water is free from any activated carbon fines and is safe for use in
beverages.
Similar to the stringent norms used for water, we buy high-grade
sugar from authorized sugar mills in India and this is treated with a
globally acclaimed carbon treatment which removes any impurities and is
then used for the preparation of purified sugar syrup. This sugar syrup is
then blended with the soft drink concentrate.
Carbon-dioxide from authorized suppliers meeting international
purity standards is procured, which goes through stringent quality control
checks before being used in the beverage process. The three ingredients
of syrup, treated water and carbon-dioxide are blended as per The Coca-
Cola Company's specifications.
The glass bottles returned from the market are thoroughly cleaned
and sanitized with specially formulated cleaning agents at high
temperature that use sophisticated state-of-the-art Bottle Washers or
Bottle Rinsers (in case of PET). These bottles are then transported to the
filler using a fully automated conveyor system after a thorough visual
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Coca Coca Coca Coca –––– Cola India Cola India Cola India Cola India PARTNERS IN PROGRESS
inspection. The beverage is then filled into glass
containers or virgin food grade PET bottles using a high-speed automated
filling machine. The entire filling operation is fully automated and
untouched by human hands.
The bottles are finally capped/crowned, date coded and packed into
crates/cartons to make them available to our consumers. The complete
manufacturing process has a well defined and structured Quality Control
and Assurance Program. All the manufacturing facilities employ
qualified, experienced and trained professionals for manufacturing and
testing of our products.
All the bottling facilities follow the Good Manufacturing Practices
requirements as applicable to the food industry. All manufacturing
equipments fulfills the stringent requirements of GMP and sanitary
design. The entire quality management system of each plant is
documented, managed and continually improved through a world-wide
accepted system of TCCQS (The Coca-Cola Quality System).
The Company also has a strong internal audit system to monitor
compliance to international and local standards. The manufacturing
facilities also get audited by accredited external audit agencies against
quality management standards. This internal checks and balances system
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works virtually in every aspect of our business and gives us the
confidence to reassure our promise to consumers every day.
At The Coca-Cola Company, they are committed to delivering high
quality products to our customers and consumers throughout the globe.
Each and every time.
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Basic Production Process:
The secret ingredient
People love to speculate about the secret ingredient in Coca-Cola.
Some say it could be ferreted out by simple analytical chemistry. Others
are sure they taste a distinctive flavour base. But most are simply
delighted that it makes Coca-Cola, the world’s premier soft drink, taste so
consistently delicious.
What’s our secret? Well, one secret is
locked safely away in a secured vault. But
another is just an arm’s length away. It’s the consistent quality of Coca-
Cola. Wherever we do business, the Coca-Cola system adheres not only
to local and national laws for food processing and labeling, but also to our
own strict standards for exceptional quality. Everything we do, from the
selection of ingredients to the delivery of our finished products, reflects
our commitment to offering you the highest quality products. Let’s take a
closer look at that commitment.
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Concentrate and syrup manufacturing
Most of our flavours are produced as concentrates, which are
rigorously analyzed to ensure that they meet quality specifications. Each
concentrate lot is coded and packaged, then shipped on for the next step -
the addition of sweetener and water to the concentrates to produce syrups
for our products.
The quality standards are very high.
Mixing tanks must be of a specified grade of
stainless steel. The entire syrup manufacturing
system must employ hot sanitation. Precise
control over water and sweetener components must be demonstrated.
And, quality control professionals must oversee each step of the process.
Our syrups start with fresh water, treated by using a multiple
barrier filtration process to ensure its quality. In addition to the water and
concentrate, sweeteners are added to produce syrup for most products.
Throughout the manufacturing process, we take special care to ensure
that every step - from the selection of ingredients to the calibration of
equipment - adheres to our own strict requirements. The final step is to
verify that our efforts have been successful by testing the syrups for taste
and adherence to their formulas.
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The Process
The magic of turning syrup into a finished beverage is the role of
bottlers and canners. They bring together the essential ingredients - syrup,
water and carbon dioxide - and transform them into the essence of
refreshment. To do this, many producers now use the latest in computer
technology and statistical process control. It’s a modern way to achieve
our one traditional goal - consistent quality.
Because they know that quality cannot
be "tested in" to a product, they work
tirelessly to ensure that they make it right the
first time. They clearly define the process
and control the inputs and steps in the process so that we can predict the
quality of what we produce. Then, they test our work as a confirmation of
our tightly controlled process. For instance, syrup-to-water ratios
(mixtures) are accurately established at production start-up and are
monitored frequently during the production run. Some plants use "in-line"
electronic monitors, which continuously test the ratios and the
carbonation of the beverage. No matter what sophisticated techniques are
utilized, frequent taste-testing confirms that the blending process has
produced exactly the right flavour ... the flavour you expect every time
you drink one of our products. Adding pure carbon dioxide to the blend,
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in just the right proportion, puts the "sparkle" in soft
drinks. To ensure we have it right, technicians periodically check
production runs. In addition to consistent syrup and beverage quality,
packaging must also pass rigorous standards. We not only work with our
packaging suppliers to ensure quality in their production, but also employ
our own testing methods. All packages must be free from defects. Cans
are regularly "torn down" to check the quality of liners and seams.
Bottles, whether glass or plastic, must meet standards for finish and
uniformity.
Once the package has been inspected
and rinsed, it passes to the filler. The filler
injects a precise amount of product.
Immediately, a can end, metal crown or plastic closure seals the package.
Each closure application method must pass regular testing. Metal crowns
for glass bottles must be properly crimped onto the bottle lip. Plastic
closures are tested for proper alignment, threading and torque (how hard
you have to twist to get the closure off the bottle). Can ends are inspected
for smooth, uniform application without gaps or leaks.
Checking fill heights or net contents of our products helps to
ensure that each package contains the proper volume. Can fill levels are
continuously checked by an electronic device, which rejects any can not
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properly filled. Bottle fill heights are measured
gravimetrically, or by weight. Labeling and graphics for all packages
must meet clearly defined standards. Every production lot is coded by
date and producing facility. Trained route sales people use this code
extensively to provide the freshest, best-tasting product possible. It’s our
primary tool for maintaining high quality standards throughout the
distribution cycle, right to you - our consumer.
At The Coca-Cola Company, quality is more than just something
they taste, or see, or measure or manage. Quality shows itself in their
every action; it encompasses everything they do. From processing to
packaging to pouring, anything less than 100 percent quality is
unacceptable. Their consumers throughout the world deserve the highest
quality beverages we can produce. Every time.
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Pollution Policy
Coca-Cola India is in the business of beverages that refresh people.
They will carry out their operations in ways that Protect, Preserve and
Enhance the Environment they work in. their activities are guided by
Coca-Cola eKOsystem, which provides a framework to transform this
principle in actions.
Towards this objective, it shall endeavor to:
1. Establish, maintain and operate facilities to comply with all
applicable Environmental Safety and Health laws, Statutes and
Consents.
2. Formulating sound environmental objectives and targets and
integrate a continuous process review in all essential elements of
corporate management.
3. Conservation of natural resources specifically in water, energy and
Fuel by continually improving its usage and reducing wastage.
4. Working as catalyst to enhance collection of post consumer PET
bottles through awareness programs and synergizing relevant
agencies for getting better pricing to the consumer.
5. Seek Co-operation with Public, Private and Governmental
Organizations in identifying solutions to relevant environmental
issues.
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6. Advertising initiatives are to be critically evaluated while
advertising in Eco-sensitive areas. Do not put advertisement on
Historical Monuments, Religious, Political Buildings & Structures
and other specially protected and sensitive areas.
7. Using cooling equipment with environmentally friendly
technologies.
8. Managing fleet operations in a manner to minimize environmental
impacts by ensuring good maintenance, improving & tracking fuel
efficiency and effectively managing wastes.
9. Ensuring Procurement policies that consider the environmental
impact of packaging materials and all direct and indirect process
aids used within the operation.
10. Ensuring all operations implement eKO Management System and
requirements under ISO 14001 before December 2004.
This pollution eKO System policy was issued by President of Coca –
Cola India Mr. Sanjiv Gupta, on 21st September, 2003.
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PPEERRSSOONNNNEELL AASSPPEECCTTSS
Broad Overview & Pyramidal Break up
B.O.D. M.D.
General Manager, Heads of Departments,
Assistants,
Supervisors, Technical Persons, Examiners,
Workers – Workers – Workers – Workers
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Recruitment
Look beyond the unified team of Coca-Cola and you'll see the reason
why we work so well together. Commitment, tempered by passion for the
brand and the company, seasoned with a huge deal of fun is what life at
Coke is all about. Collectively addressing every issue, Coke draws upon
the many strengths of its people. Be it an external adversity or a
challenging target internally, the invisible glue that makes us stick
together has to be experienced firsthand. Building our strategies in touch
with the market, right from the bottoms-up Annual Business Plan to the
Engagement Program, every associate participates wholeheartedly. The
annual engagement survey backed with business interventions, that gauge
satisfaction, is a two-way tool to enable clarity of deliverables, channelize
feedback and constantly improve ourselves. True to our values of People,
Integrity, Quality, Image and Diversity, Coca-Cola surges forward to
facilitate our commitment to our internal and external customers and the
environment.
Entrepreneur? CEO? If that's how you picture yourself some years
from now then Coca-Cola is the perfect place to nuture your ambitions.
Working at thrice the pace of an ordinary FMCG and reverse logistics
make the beverage industry much more challenging.
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Selection Process
With large areas of the Indian consumer market remaining
untapped and riding on a double digit growth rate business is booming.
With new products being introduced each year, new distribution &
marketing strategies will be a challenge in the coming years…from the
brand position to the distribution strategy- it could be all yours!
Campus Recruitments
� Summer Trainees
The Coca-Cola Summer Trainee
Program is designed to facilitate the
professional development of young talent and
identify talented culture-fit employees for the
company's Management Trainee program. The Summer Trainee program
provides a learning of the vagaries and complexities of our business 'from
the ground up'. With value-creating live projects, the intern begins
appreciating the intricacies of his or her function and the impact that it’s
has on business. The quality and content of projects provides an
opportunity to complement your classroom learning with hand-on
experience.
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We offer a traineeship in the following areas:
* Sales
* Marketing
* Human Resources
* Supply Chain
� Management Trainee
The Coca-Cola Management Trainee Program is the first step
towards developing business general managers. A structured assessment
process at some of the country's premier
business schools ensures that we hire
the right talent to groom them into
senior management positions A cross-
functional training program spread over
six months across the country builds an appreciation of the complexity of
the business as well as help you understand the its interlinkages. The
learning experience is also spiced up with a few value-creating projects in
the functional stints. Ground learnings are further consolidated with
structured classroom sessions from the field managers themselves. A
Community Development stint helps the leaders of tomorrow to relate to
their environment and reaffirms our commitment to the community.
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The functional training stints include Sales, Marketing, Technical,
Finance and Human Resources.
We offer a traineeship in the following areas:
* Sales
* Marketing
* Human Resources
* Supply Chain
* Logistics
* Finance
� Graduate Engineer Trainees & Quality Operations
Trainees
Quality is one of the key values for Coca-Cola. To deliver on thier
the promise of 100% Quality, they begin with a comprehensive training
program for Quality executives. The Quality Operations Trainee Program
has a mix of candidates from the country’ best Food Technology
Institutes and internal high potential executives.
In addition, the technical expertise across our bottling plants is
honed during a year long program -the Graduate Engineer Trainee
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program, which boasts of a mix of graduates from
premiere Engineering colleges and high potential internal candidates,
both of whom are selected through a rigorous assessment process.
Coaches and mentors at the locations supplement their education thereby
enhancing the learning quotient of the program.
During the training program the trainees are exposed to various
cross-functional modules besides in-depth practical knowledge of their
core function. Each trainee as specific learning objectives through a
project in each plant that he is assigned during the course of his or her
training. Each trainee has a stint at, at least three different plants working
with the central technical/ quality team at Gurgaon, thus delivering and
contributing to the Business even while learning.
� WOTES - Women Operations Trainees Program
The WOTES program is based on a simple approach that
reemphasizes Equal Opportunity and Meritocracy as a core value of the
Company’s operations. The program not only
aims to grow the business in sync with the
Company’s diverse community and consumer
base but also intends to engage the confident educated Indian women to
be an integral part of the management.
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The WOTES or Women Operations Trainees Program is a focused
Sales Training program for Women executives who will supplement the
sales force in Frontline Sales. Spanning six-months the program consists
of a three-month introduction to Sales the Coke way, followed by three
months of on-the-job training at their prospective locations. The program
imparts invaluable learning and an exposure to on-ground market
conditions. At the end of the training, the WOTES will join the field force
managing the sales operations across the country.
Lateral Recruitments
The wisdom of experience that you bring to the table will
complement the challenging nature of our assignments that form your
ladder of progress... All positions are those of an entrepreneur:
Working with a business that constantly
evolves newer ways of managing business &
processes; we are learning-relearning old &
new lessons every day. With a business plan
to grow double digit every year, it is your impatience to deliver results
that will see you charged through the year. Working with the bottling
operations would imply working as part of these business units and
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working very closely with all functions on a daily basis. The
opportunities of working on cross functional projects and the high
autonomy that our roles offer would set you thinking nothing less than an
entrepreneur!!
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Training & Development
Successful candidates placed on the jobs need training to perform
their duties effectively. Workers must be trained to operate machines,
reduce scrap & avoid accidents. It is only the workers who need training.
Supervisors, managers & executives also need to be developed in order to
enable them to grow & acquire maturity of thought & action. Training &
Development constitute an ongoing process in any organization. This
chapter is denoted to a detailed discussion on the nature & process of
training & development in a typical industrial establishment.
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Compensation
The objective of our compensation philosophy is simple- to attract,
retain and motivate talented and qualified people to achieve business
objectives. One of the guiding principles of the Compensation & Benefits
policy of The Coca-Cola Company is that the compensation and benefit
program is market competitive. The activity of determining 'The Target
Market' and benchmarking our remuneration in relation to that market is
based on this very principle.
Guiding principles for compensation
� Market Competitive: The Company’s compensation practices are
competitive with other employers who are comparable in size,
scope and performance with Coca-Cola India.
� Flexible: Compensation practices are tailored to address specific
business needs as well as local business issues and local market
differences.
� Performance-linked: Compensation is linked to key business
results and is driven by business, individual and team performance.
� Equitable: The use of consistent standards in the administration of
compensation practices throughout the Company results in
equitable treatment for all employees.
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� Team-oriented: Compensation practices encourage an
environment of teamwork and co-operation in which associates can
effectively achieve business objectives.
� Developmental: Compensation practices are structured to facilitate
the development and application of individual talent through our
Company.
� Clearly communicated: The compensation program is clearly
defined and communicated to all associates.
But that's just the plain vanilla; the Coca-Cola Corporate Incentives
Program is a globally administered variable pay program of The Coca-
Cola Company to reward your individual performance and that of your
team.
Payout in this programme is based on:
o Company Performance
o Division Performance
o Your Performance
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MMAARRKKEETTIINNGG AASSPPEECCTTSS
Introduction
Marketing set up and Marketing organization: Coca-Cola’s
operation in India is divided into 5 regions and has a corporate entity by
the name of Coca-Cola India. Marketing as an operation also is divided
into 2 roles, Coca-Cola India marketing (corporate role) and Region
marketing (local role). While the corporate marketing is involved in
developing the brand personality and ensuring share of voice (thru above
the line marketing spends), the region marketing is responsible for the on
ground activation and ensuring share of throat (thru effective below the
line spends). There is a marketing resource allocated to each unit under a
region to carry out local activation and execution of brand plans, hence
each unit is self sufficient.
Basic marketing philosophy and marketing objectives: Marketing
philosophy is to, be the most preferred brand in all the categories of
beverage that we operate in & the marketing objective is to provide an
integrated approach towards being the most preferred brand and top of
mind in all categories. This is enabled thru our innovative advertising (in
all mediums) and effective promotions on respective brands. This is also
triggered thru launches of new packaging & flavours.
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Environmental influences on marketing strategies: Coca-Cola
Company’s very high quality standards and international appeal provide
all our brands a distinct credibility. Also it being an impulse product with
affordability strategy, there is hardly a factor which influences the
marketing strategy drastically. Coca-Cola India as a corporate citizen is
involved in a lot of projects promoting the social and cultural fabric of
India. It works very closely with the government and NGOs on the
conservation of scarce resources in the country.
Brief assessment of the competitive environment: PepsiCo India
has a first mover advantage in some select parts of the country; however,
nationally Coca-Cola India is leading with a market share of 60%. We
lead in the concentrated soft drinks (CSD) and non-concentrated soft
drinks (NCSD) business; however, in water business we are second to
Bisleri nationally. On the brand front, Pepsi is the second most preferred
cola brand in the country after Thums Up. In the clear lime category, our
Sprite competes with their 7UP and Mountain Dew put together and still
leads. Limca is the undisputed leader in the category. In the orange
segment, both the companies share an even platform. Their distribution
model is 60% franchise oriented and 40% owned.
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Importance of marketing research in your organization: Coca-Cola
worldwide is heavily dependent on the market pulse for formulating its
marketing strategy. There are various tools which the company engages
to understand the behavior at the retail outlet level and the consumer
level. The company tracks its performance monthly on these key
parameters.
Market segmentation – target marketing and positioning strategies:
The Company has 6 offerings in the CSD business, 1 offering in the
NCSD, 2 offerings in the powdered segment (both hot and cold). Each
segment is targeted as per the international guidelines and moderating the
same to suit the local expectations. Each brand has a specific positioning
statement and a target group which also is tracked and monitored on the
monthly basis.
Product line – product mix and branding: The Company exists in 5
product lines, CSD, NCSD, Ready to drink Hot, Ready to drink Cold and
Water. Each line has various products offering with specific branding and
variant mix. For eg. Under Ready to drink Cold beverage, the company
has a brand called Sunfill with variants as Anand and Tarang.
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Channels of distribution, Role of intermediaries and physical
distribution: Largely it’s a 3 tier structure. From the manufacturing plant
to the distributors and further to the retail outlets. Role of intermediaries
is the key and hence the selection is the key. Physical distribution
happens through both mechanized and non-mechanized vehicles from
these distributor depots into the markets. Each distributor has a defined
area of operation. We then work out the routing for the area and deploy
resources to cater to the area.
Sales promotion – Advertising – Advertising strategy: As
mentioned in point no. 1, above the line advertising strategy and
execution happens at the corporate level. While below the line sales
promotions happens at the region/ unit level. Over all the advertising
strategy is to provide differentiated messages with an adequate
opportunity to see. To create innovative ads and ways to communicate the
same. Sales promotions at the other end happen to create push for the
brand or specific SKU.
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Sales pattern in domestic and international markets and indicative
market shares: While the market shares have been mentioned in the point
no. 4, the sales pattern is quite different locally as compared to the
international trends. This is because of the channels behaving differently.
Outside India, large format departmental stores or organized shopping is
pretty prevalent hence it is garnering the shelf space. Locally, there are
huge numbers of small outlets across channels hence penetration is the
key.
Pricing philosophy as a marketing mix variable: The soft drink
consumption habit in the country still is at a nascent stage, hence, pricing
is aggressive (affordability strategy). All other marketing mix variables
get driven to deliver affordability strategy in the market place.
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Compensation & Market Share
There are mainly 2 major players in this industry, Pepsi & Coca –
Cola. Coca – Cola, which winded up in India operation during the
introduction of the FERA region reentered in India after 16 years later in
1993.
Coca – Cola acquired a major clank of soft drink market by buying
out local brands like Thums – up, Limca & Gold Spot from Parle
Beverages. Coca – Cola acquired Cadbury sweetener soft drink brand
Crush, Canada Dry & Sport Cola in early 1990 & now recently in
October 2000 is required distribution rights of these brands from IFB
Agro Limited.
Pepsi Started a couple of years before Coca – Cola in 1991, & then
also right now it has lower market share. It has brought over Mumbai
based Duties range of soft drink.
Both Cola manufacturers Coca – Cola & Pepsi came up with their
own market share & claims to have increased their share.
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Price Strategy
Prices of Coca – Cola brands are as under:
Price in Rs.
Brands 200 ml
300 ml
500 ml
1 ltr. 1.5 ltr.
2 ltr. 330 ml
Coca – Cola 6 8 18 30 35 42 15
Thums up 6 8 18 30 35 42 15 Sprite 6 8 18 30 35 42 15 Fanta 6 8 18 30 35 42 15
Maaza 6 8 - - - - - Canada Dry - 8 15 - - - 15 Kinley Soda - 6 10 - 30 42 -
Kinley Water - 6 - 12 - - - Crush - 8 - - - - - Limca 6 8 - 30 35 42 15
Diet Coke - - - - 35 42 15 Vanilla Coke - 8 18 30 35 42 15
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Distribution Channel
A distribution channel transfers goods from producer to end users
that are consumers. It overcomes the major factor such as time placed &
possession gaps that separate goods & services from those who could use
them. Members of the marketing channel perform many functions. To the
extent that the manufacture performs these function, its cost rise & its
price become high.
At the same time, when some of these functions are shifted to inter
medicals the producer’s cost & the prices may be lower. But the
intermediacies must change more, to cover the cost of their work in
adverting the work of channel. The various functions showed are the
channel member who can perform them most effectual & affectively to
provide satisfaction assessments of goods to target cost.
Channel of distribution can also called tread channels. The problem
of selecting most suitable channel of distribution for a product.
Distribution channels may be classified as non – integrated & integrated
distribution channel can be design in many ways according to availability
of resources of it could be use follow:
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Model of Distribution Channel:
Manufacturers
Wholesalers
Semi Wholesalers
Retailers
Consumers
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Distribution Network
The actual sale & distribution of that magic elixir is handled
largely by a number of independent bottlers. These bottlers mix syrup it
with carbonated water & distribute it to retailers in their area. The number
of retailers who sell coke to the public almost exceeds counting.
In India, the bottling subsidiary currently owns & operates 26
bottling plants & 60 distribution centers. In addition, it uses 20 contract
packers to argument its production capacity & later to the increasing
demand for its wide portfolio of beverages. To reach India’s 300 million
soft drink consumers, the company distributes its product in over 70000
retail outlets, serviced via trucks. Converted three wheelers, tricycles &
push carts.
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Advertising
It’s now cool and hip to carry water and the ads are targeted at the
young and the health – conscious those who care about their bodies.
Advertising Objectives of the company:
1. To stimulate demand.
2. To strengthen offer, promotion mix elements, i.e. preselling of
product.
3. To develop brand preference.
4. To cut cost as sales increase.
5. To lower price as it increases competition.
6. To be a competitive weapon.
Advertising has played an important role in the success of our
products since our first newspaper ad in 1886, which read, "Coca-Cola.
Delicious! Refreshing! Exhilarating! Invigorating!" The Company
uses advertising to trigger desire as often and in as many ways as
possible. Throughout the years, slogans for Coca-Cola have always been
memorable. Here are some highlights:
2000 – Coca-Cola Enjoy
1993 – Always Coca-Cola
1990 – Can't Beat the Real Thing
1989 – Can't Beat the Feeling
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1986 – Red, White and You
1982 – Coke Is It
1976 – Coke Adds Life
1971 – I'd like to buy the World a Coke
1969 – Its the Real Thing
1963 – Things Go Better with Coke
1959 – Be Really Refreshed
1944 – Global High Sign
1942 – Its the Real Thing
1936 – Its the Refreshing Thing to Do
1929 – The Pause That Refreshes
Fine illustrations by noted artists, including Norman Rockwell and
N. C. Wyeth, were the hallmark of early campaigns in premier
magazines. Artist Haddon Sundblom's portraits for holiday ads, which
began in the 1930s, helped mould the national image of a red-suited Santa
Claus. Fresh, creative and tasteful, advertising images for Coca-Cola have
always set a high standard of quality for other products around the world.
The Company recognizes that Coca-Cola belongs to the billions of
consumers in every corner of the globe who have chosen it as their
favorite soft drink. Our advertising reflects that special relationship
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between consumers and the simple moments of pleasure
they have come to associate with Coca-Cola.
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TV Commercials
COCA – COLA:
VANILLA COKE:
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THUMS UP: FANTA:
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SPRITE: MAAZA:
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SUNFILL:
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Pricing Philosophy
Supply & demand tie into how these companies are performing.
Pricing strategies & advertisements mostly affects this outcome. Coke
overseas having a hard time because of the economic factors economy is
down. So supply is large & they are forced to drum up business by
dropping prices to get rid of the excess supply. Soft drinks are especially
sensitive to supplies: they are produced with harvested crops. Orange
juice for example, needs of oranges to be made. If the product is hit by
bad harvest of oranges, then they supply of juice drop dramatically. This
creates a demand & allows a producer to charge a lot more of it. This
industry also takes place in price wants to win market share, lowering the
price creates & supply needed. This is because the lower price, more
beverages are sold & that means more demand is put on producers. This
is odd because producers would prefer to sell their products at a high
price & produce less when the retail price is lower.
Business without competition would not offer the public a fair
price, because monopolies would become dominate. It there were only
one company, then they could set a price & people would not have a
choice but to pay the price to but their products.
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Research & development is done at the head lab situated in plant,
however for testing & recruiting local brands, a lab is opened in
Hindustan Beverages. This lab maintains quality control for marketing of
coke all over India.
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If all the Coca-Cola ever produced were in 8 ounce bottles loaded on
average-size route trucks passing a given point bumper-to-bumper at a
speed of 65 miles per hour, it would take 5 years, 5 months and 2 days for
all the trucks to pass.
All the Coca-Cola ever produced were in traditional 8 ounce bottles
and placed end-to-end, they would reach all the way to the moon and
back 1,057 times over.
If all the Coca-Cola ever produced were flowing over Niagara Falls
and at its normal rate of 1.5 million Gallons per Second, the falls would
flow for 38 hours and 46 minutes.
If all the Coca-Cola ever produced were in traditional 8 ounce bottles
and placed side-by-side and end-to-end, to form a four-lane highway, it
would wrap around the Earth 82 times.
If all the Coca-Cola ever produced were to erupt from "Old Faithful"
at its normal rate of 15,000 Gallons per Hour, the Geyser would flow
continually for 1,689 years.
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1 Books
Kottler Philip Armstrong Gerry,
“Principal of Marketing”
Pearson Education, Tenth Edition
2 News Paper:
1. “coca cola awarded as best T.V.
Commercial of year 2003-2004”, Times of
India; 13th September 2004
2 “contact technology to rule”, Business
World, 30th June 2004 pg no 15 to 28
3 Websites:
1. www.coca-colaindia.com
2. www.timesofindia.com
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CCOONNCCLLUUSSIIOONN
My overall impression about this company is an expressible the
experience of industrial visit as a report of Second Year Bachelor of
Business Administration is unforgettable experience to Coca - Cola is a
successful industry and after this report I can conclude that it has very
bright future.
I am sure that successors are equally capable and innovative. Coca
- Cola showed the world that if one cabling itself to the different
combination and a utility is property that the success would achieve.