Business Development by right execution

8/6/2019 Business Development by right execution

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SUMMER INTERNSHIP

In

HINDUSTAN COCA COLA BEVERAGES PRIVATE LTD., JAMMU

PROJECT ON

´BUSINESS DEVELOPMENT BY RIGHT

EXECUTIONµ

COMPANY GUIDE- Mr. DAVINDER SACHDEVA

FACULTY GUIDE- Mr. ROHIT VIJ

SUBMITTED BY:RISHAB MEHTA

E17B1-A39

3450070062



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ACKNOWLEDGEMENT

I am glad to bring out this project report. I realized my duty of healthy thanks

to all those who helped me in bringing about this project and convey my

heartiest gratitude towards all of them.

I am extremely gratified to my faculty guide Mr. Rohit Vij for their kind

supervision and guidance as well as their cooperation to complete this project in

the best way. I pay my gratitude to our Training Coordinator Mr. Ashwani

Panesar & Sr.Dean-Dr.Sanjay modi of my college for giving me a nice

opportunity as well as their kind attitude towards this work. I also want to thank

all my Company guides Mr. Som Dutt Sharma(Sales Team Leader)&

Mr.Davinder Sachdeva (Area Sales Manager)who helped me in this project.

I am obliged & pay regards to my institution for giving me such a kind

opportunity to make this project to present my talent before the world.

At last but not the least I would like to thanks my ³PARENTS´ in the absence

of whom this work could never be possible.

DECLARATION



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Chapter I: Company Profile 6

Chapter II: Timeline of Coca Cola Company 20

Chapter III: Competitive rivalry 30

Chapter IV: Product Profile 34

Chapter V: Slogans & Taglines 46

Chapter VI: Business development by right execution 50

Chapter VII: Objectives, Work Done, Recommendations 57

Chapter VIII: Data Interpretation and Findings 60

Chapter IX: SWOT Analysis 67

Chapter X: References 70

Executive Summary

Over the last few years, thousands of companies have greatly improved their performance

and growth level through superior sales promotion services. Today many companies are



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following this path and are tuning their products of beverage segment into a formidable

competitive weapon. Sales Promotion services have become a subject of huge interest in

recent years.

Sales Promotion Services is growing because:

In the face of ever-increasing competition between organizations it is felt that it is

important to build reliable & sustainable processes with focus on strong relationships

with customers.

Significant revenue & profit gains can be made from successful Sales Promotion

Activities that improve efficiency & help serve customers better & faster.

The different distribution channels are as follows:

1. Eating & Drinking 2.Convenience 3.Grocery

Activation is the key part of Coca-Cola marketing strategy

Company believes that soft drink sale is not planned it is a impulse buying, and

activation create impulse for buying

For improvement in the market of Coca-Cola, a proper analysis and research work has

been done.

Sales Promotion Strategies are offering new & better ways of addressing industrialobjectives.

Coca-Cola has developed a unique sales promotion strategy that offer a unique way to

increase the sales of the soft drink and that is called RED i.e. Right Execution Daily

Chapter-I



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Company Profile

INTRODUCTION

The Coca-Cola Company (NYSE: KO) is a beverage retailer, manufacturer and marketer of

non-alcoholic beverage concentrates and syrups. The company is best known for its flagship

product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola

formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola

Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers

more than 500 brands in over 200 countries or territories and serves over 1.6 billion servings

each day.

The company operates a franchised distribution system dating from 1889 where The Coca-

Cola Company only produces syrup concentrate which is then sold to various bottlers

throughout the world who hold an exclusive territory. The Coca-Cola Company owns its

anchor bottler in North America, Coca-Cola Refreshments.

The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the

NYSE and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell 1000

Growth Stock Index. Its current chairman and CEO is Muhtar Kent.

Revenue

According to the 2005 Annual Report the company sells beverage products in more than 200

countries. The report further states that of the more than 50 billion beverage servings of all

types consumed worldwide every day, beverages bearing the trademarks owned by or

licensed to Coca-Cola account for approximately 1.5 billion (the latest figure in 2010 shows

that now they serve 1.6 billion drinks everyday). Of these, beverages bearing the trademark

"Coca-Cola" or "Coke" accounted for approximately 78% of the Company's total gallon

sales.



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Type Public

Trades as NYSE:KO , Dow jones Industrial Average

component

Industry Beverage

Founded 1892

Headquarters Atlanta, Georgia, United States

Area Served Worldwide

Key People Muhtar Kent(Chairman and cEO)

Products Coca Cola, Carbonated Soft Drinks, Water

Employees 139,600 (2010)

Website www.coca-colaindia.com, www.coca-cola.com

Also according to the 2007 Annual Report, Coca-Cola had gallon sales distributed as follows:

y 42% in the United States

y 37% in Mexico,India, Brazil, Japan and the People's Republic of China

y 20% spread throughout the rest of the world

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

annual UK grocery sales .

Coca-Cola worldwide and in India



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The Coca-Cola Company is the world¶s largest beverage company. Along with Coca-Cola,

recognized as the world¶s most-valuable brand, the Company markets four of the world¶s top

five soft drink brands, including Diet Coke, Fanta and Sprite and a wide range of other

beverages, including water, juices and juice drinks, tea, coffee and sports drinks. Through one

of the world¶s largest beverage distribution system, consumers in more than 200 countries

enjoy The Coca-Cola Company¶s beverages at a rate exceeding 1.6 billion servings each day.

Coca-Cola in India is the country¶s leading beverage Company with an unmatched portfolio

of beverages. The Company manufactures and markets leading beverage brands like Coca-

Cola, Thums Up, Fanta, Fanta Apple, Limca, Sprite, Maaza, Minute Maid, Burn, Kinley and

Georgia range of tea coffee, Nestea and Fanta Fun Taste.

One of the early investors in India, the Coca-Cola system provides direct and indirect

employment to more than 1, 50,000 people. The Coca-Cola System in India has more than 1

million retailers and our business has a multiplier effect on employment and earning

opportunities. Coca-Cola in India is the largest domestic buyer of sugar and one of the top

buyers of mango pulp. The Coca-Cola System in India business also positively impacts

industries like Glass, Plastics, Resin Manufacturers, Sugar, Automobiles, White Goods

Manufacturers, Banking etc.

The Coca-Cola Company has always placed high value on good citizenship. At the heart of

business is a mission statement called the Coca-Cola Promise - ³The Coca-Cola Company

exists to benefit and refresh everyone that it touches.´ This basic proposition entails that the

Company¶s business should refresh the markets, protect, preserve and enhance the

environment and strengthen the community. Coca-Cola India provides extensive support for

community programs across the country, with a focus on education, health and water

conservation. The Company has installed more than 500 rain water harvesting structures in

the country. The Company has also undertaken the rejuvenation and reconstruction of several

traditional water bodies including check dams. We are also working towards providing clean

drinking water to school children in Chennai and areas in West Bengal in partnership with

Rotary International and UN Habitat respectively. The Company is committed to work with

communities across India in its effort to contribute to mutual growth and development.

MISSION, VISION AND VALUES



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The world is changing all around us. To continue to thrive as a business over the next ten

years and beyond, we must look ahead, understand the trends and forces that will shape our

business in the future and move swiftly to prepare for what's to come. We must get ready for

tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination

for our business and provides us with a "Road map" for winning together with our bottling

partners.

Our Mission

Our Road map starts with our mission, which is enduring. It declares our purpose as a

Company and serves as the standard against which we weigh our actions and decisions.

y To refresh the world...

y To inspire moments of optimism and happiness...

y To create value and make a difference

Our Vision

Our vision serves as the framework for our Road map and guides every aspect of our business

by describing what we need to accomplish in order to continue achieving sustainable, quality

growth.

y People: Be a great place to work where people are inspired to be the best they canbe

y Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and

satisfy people¶s desires and needs

y Partners: Nurture a winning network of customers and suppliers, together we create

mutual, enduring value

y Planet: Be a responsible citizen that makes a difference by helping build and support

sustainable communities

y Profit: Maximize long-term return to share owners while being mindful of our overall

responsibilities

y Productivity: Be a highly effective, lean and fast-moving organization

Our Winning Culture

Our Winning Culture defines the attitudes and behaviors that will be required of us to make

our 2020 Vision a reality.



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Live Our Values

Our values serve as a compass for our actions and describe how we behave in the world.

y Leadership: The courage to shape a better future

y Collaboration: Leverage collective genius

y Integrity: Be real

y Accountability: If it is to be, it¶s up to me

y Passion: Committed in heart and mind

y Diversity: As inclusive as our brands

y Quality: What we do, we do well

Focus on the Market

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

y Get out into the market and listen, observe and learn

y Possess a world view

y Focus on execution in the marketplace every day

y Be insatiably curious

Work Smart

y Act with urgency

y Remain responsive to change

y Have the courage to change course when needed

y Remain constructively discontent

y Work efficiently

Act Like Owners

y Be accountable for our actions and in actions

y Steward system assets and focus on building value

y Reward our people for taking risks and finding better ways to solve problems

y Learn from our outcomes -- what worked and what didn¶t

Be the Brand



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y Inspire creativity, passion, optimism and fun

COCA COLA SYSTEM WORLDWIDE AND IN INDIA

At the core of our business in India, as in the rest of the world is our production anddistribution network, which we call the ³Coca-Cola system´. Globally, the Coca-Cola system

includes our Company and more than 300 bottling partners. The Coca-Cola Company

manufactures and sells concentrate and beverage bases. Our authorized bottlers combine our

concentrate or beverage bases as the case may be with sweetener (depending on the product),

water or carbonated water to produce finished beverages. These finished beverages are

packaged in authorized containers bearing our trademarks -- such as cans, refillable glass

bottles, non-refillable PET bottles and tetra packs -- and are then sold to wholesalers or

retailers. In India, additionally, the Company also sells certain powdered beverage mixes

such as Vitingo and Fanta Fun Taste.

Our beverages reach our ultimate consumers through our customers: the grocers, small

retailers, hypermarkets, restaurants, convenience stores and millions of other businesses that

are the final points of distribution in the Coca-Cola system. What truly defines the Coca-Cola

system, and indeed what makes it unique among businesses, is our ability to create value for

our customers and consumers.

In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola

Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and

beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely,

Hindustan Coca-Cola Beverages Pvt Ltd; thirteen authorized bottling partners of The Coca-

Cola Company, who are authorized to prepare, package, sell and distribute beverages under

certain specified trademarks of The Coca-Cola Company; and an extensive distribution

system comprising of our customers, distributors and retailers. Coca-Cola India Private

Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use

these to produce our portfolio of beverages.These authorized bottlers independently develop

local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants

and numerous other businesses. In turn, these customers make our beverages available to

consumers across India.

HISTORY OF BOTTLING

1950 Coca-Cola bottling plant opens in New Delhi



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1958 Concentrate plant opens in India

1973 22 bottling plants operate in 13 states

1977 Coca-Cola and 38 other companies refuse to dilute stake, formally

withdraws from Country in 1978

1992 Re-enters India

BOTTLING PARTNERS

In India, the Coca-Cola system comprises of a wholly owned subsidiary of

The Coca-Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells

concentrate and beverage bases and powdered beverage mixes, a Company-owned bottling

entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd; thirteen authorized bottling partners

of The Coca-Cola Company, who are authorized to prepare, package, sell and distribute

beverages under certain specified trademarks of The Coca-Cola Company; and an extensive

distribution system comprising of our customers, distributors and retailers. Coca-Cola India

Private Limited sells concentrate and beverage bases to authorized bottlers who are

authorized to use these to produce our portfolio of beverages.These authorized bottlers

independently develop local markets and distribute beverages to grocers, small retailers,

supermarkets, restaurants and numerous other businesses. In turn, these customers make our

beverages available to consumers across India.

PEOPLE (Working and a global team)

Our people are the face of our brands. They are talented and passionate, and they take

immense pride in being a part of this Company with a global scale. The Coca-Cola system in

India directly employs over 25,000 people including those on contract. The system has

created indirect employment for more than 1,50,000 people in related industries through its

vast procurement, supply and distribution system. We strive to ensure that our work

environment is safe and inclusive and that there are plentiful opportunities for our people in

India and across the world.

LEADERSHIP (Leading the industry and refreshing thr world responsibly)

Since our first soda fountain sales in 1886, we have played a role in driving marketplace

innovation and catalyzing growth in local economies where we operate. Today we lead the



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beverage industry with more than 500 beverage brands across the world ± including four of

the top five sparkling brands. But while our business opportunities are enormous, our

commitment to the consumers and the communities inwhich we operate is even greater.

Atul Singh, President & CEO, India and South West Asia leads the Company¶s operations in

India, Nepal, Bhutan, Bangladesh, SriLanka and Maldives. In our journey to become a

profitable, sustainable growth company, our management structure has evolved to sharpen

external focus on the marketplace with greater speed, productivity and effectiveness.

OUR PRESIDENT

Atul Singh

President & CEO, Coca-Cola India and South West Asia

Atul Singh is the President of Coca-Cola India and South West Asia Business Unit, a

responsibility that he took over on September 1, 2005. He was earlier the President of East,

Central & South (ECS) China Division of Coca-Cola. Atul heads the Coca-Cola India and

South West Asia Business Unit and is responsible for Coca-Cola¶s operations in India, Sri

Lanka, Bangladesh, Bhutan, Nepal and the Maldives.

Under his stewardship, Coca-Cola¶s business in India has made strides in all facets of its

operations and has reported eighteen consecutive quarters of growth of which fourteen

quarters have registered double digit growth.

Atul joined The Coca-Cola Company in 1998 as Vice President, Operations of Coca-Cola,

India Division. He led the Franchise Operations and Key Accounts group of the India

Division from 1998 to 2001. Atul then moved to China and served as the President of the

East, Central and South China Division. Additionally, Atul was also responsible for the

global and strategic Key Customer Relationships for Greater China and was a member of the



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Customer Leadership Council. Prior to this, Atul served as Deputy Division President and

headed the Operations group of China Division. Under his leadership, mainland China

operations were among the fastest growing Coca-Cola businesses.

Prior to joining Coca-Cola, Atul worked with The Colgate Palmolive Company for 10 years

and held several key positions including Country General Manager, Nigeria (1995-1998),

Finance Director and then Country General Manager, Romania (1992-1995) and Finance

Manager, Body Care Division, USA (1990-1992). Before joining Colgate, Atul worked as an

Auditor with Price Waterhouse in New York.

Atul is currently the Vice-Chairman of the Asia Pacific Council of American Chambers of

Commerce (APCAC) for South Asia and the past President of AMCHAM India. He is also

the current Chairman of the Rural Development Committee of Confederation of Indian

Industry (CII) having earlier chaired CII¶s National Committee on Environment and National

Committee on CSR. He continues to lead the Sports Committee of Federation of Indian

Chambers of Commerce and Industry (FICCI), as its Chairman. Atul is also a member of the

Advisory Board of AIESEC, the world¶s largest run student organization and a member of

the Young Presidents¶ Organization, a global body dedicated to creating µBetter Leaders

through Education and Idea Exchange¶.

Atul is regularly invited to panel discussions and guest lectures across the globe. He has been

a panelist at the Indian Economic Summit, World Economic Forum on subjects of

sustainability, rural development and supply chain management over the past three years. He

has also been a guest speaker at Kellogg¶s Business School, Indian School of Business,

Hyderabad and Singapore Management University. He has addressed several sessions for CII

including the Incredible India@60 Summit in Singapore, FICCI, AMCHAM and other

industry chambers as well as the Asia Society Corporate Conference in Mumbai in 2006.

Atul is an alumnus of the prestigious St. Xavier¶s College of Kolkata, India from where he

majored in Commerce. Atul holds an MBA degree from Texas Christian University, USA.

He has lived and worked in the four continents of Asia, Africa, Europe and North America.

COMPANY HISTORY

The Coca-Cola Company re-entered India through its wholly owned subsidiary, Coca-Cola

India Private Limited and re-launched Coca-Cola in 1993 after the opening up of the Indian

economy to foreign investments in 1991. Since then its operations have grown rapidly



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through a model that supports bottling operations, both company owned as well as locally

owned and includes over 7,000 Indian distributors and more than 1.3 million retailers. Today,

our brands are the leading brands in most beverage segments. The Coca-Cola Company¶s

brands in India include Coca-Cola, Fanta Orange, Fanta Apple, Limca, Sprite, Thums Up,

Burn, Kinley, Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu

Fresh and Nestea Iced tea, the Georgia Gold range of teas and coffees and Vitingo (a

beverage fortified with micro-nutrients).

In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola

Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and

beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely,

Hindustan Coca-Cola Beverages Pvt Ltd; thirteen authorized bottling partners of The Coca-

Cola Company, who are authorized to prepare, package, sell and distribute beverages under

certain specified trademarks of The Coca-Cola Company; and an extensive distribution

system comprising of our customers, distributors and retailers. Coca-Cola India Private

Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use

these to produce our portfolio of beverages.These authorized bottlers independently develop

local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants

and numerous other businesses. In turn, these customers make our beverages available to

consumers across India.

The Coca-Cola Company has invested nearly USD 1.1 billion in its operations in India since

its re-entry back into India in 1992. The Coca-Cola system in India directly employs over

25,000 people including those on contract. The system has created indirect employment for

more than 1,50,000 people in related industries through its vast procurement, supply and

distribution system. We strive to ensure that our work environment is safe and inclusive and

that there are plentiful opportunities for our people in India and across the world.

The beverage industry is a major driver of economic growth. A National Council of Applied

Economic Research (NCAER) study on the carbonated soft-drink industry indicates that this

industry has an output multiplier effect of 2.1. This means that if one unit of output of

beverage is increased, the direct and indirect effect on the economy will be twice of that. In

terms of employment, the NCAER study notes that ³an extra production of 1000 cases

generates an extra employment of 410 man days.´



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As a Company, our products are an integral part of the micro economy particularly in small

towns and villages, contributing to creation of jobs and growth in GDP. Coca-Cola in India is

amongst the largest domestic buyers of certain agricultural products.

As an industry which has strong backward and forward linkages, our operations catalysis

growth in demand for products like glass, plastic, refrigeration, transportation, and Industrial

and agricultural products. Our operations also lead to incremental growth for enterprises

engaged in post production activities like merchandising, marketing and sales. In addition, we

share best practices and technological advancements with our suppliers, vendors and allied

industries which often lead to improvement in the overall standards of quality across

industries.

The Coca-Cola Company has always placed high value on good citizenship. Our basic

proposition entails that our Company¶s business should refresh the market; enrich the

workplace; protect and preserve the environment; and strengthen the community. We

leverage our unique strengths to actively support and respond to local needs-- be it the need

for education, health, water or nutrition. We have used our distribution network for disaster

relief, our marketing prowess to raise awareness on issues such as PET recycling, and our

presence in communities to improve access to education and potable water. The Coca-Cola

India Foundation is now taking forward in the community at large, projects and programs of

social relevance to carry forward the message of inclusive growth and development. For more

details on activities of the Coca-Cola India Foundation, please visit the website of the Coca-

Cola India Foundation.

CORPORATE GOVERNANCE

Coca-Cola India operations are fully integrated into the governance structure of The Coca-

Cola Company, including two important codes:

(a) The Code of Business Conduct outlines expectations for employees to comply with the

law and act ethically in all matters. The Code remains applicable to all employees of The

Coca-Cola Company and its majority-owned subsidiaries.

Anti-Bribery Policy: The Coca-Cola Company and its subsidiaries are committed to doing

business with integrity. This means avoiding corruption of all kinds, including bribery of



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government officials. We will abide by all applicable anti-bribery laws, including the U.S.

Foreign Corrupt Practices Act, and local laws in every country in which it does business. The

Company is a signatory to the United Nations Global Compact, by which it is committed to

work against corruption and bribery around the world. The Company also has incorporated a

prohibition against bribery into its Code of Business Conduct. This anti-bribery policy

provides compliance requirements to prevent improper payments and to ensure accurate

reporting of permissible payments under all applicable anti-bribery laws.

(b) The Code of Business Conduct for Suppliers seeks to extend and clarify similar ethical

expectations to our suppliers. The Supplier Code became effective in February 2008. Both

the Code of Business Conduct and the Supplier Code highlight the EthicsLine reporting

service, through which individuals can confidentially ask questions or report concerns to an

independent administering party.

ADVISORY BOARD

Ours is a Company committed to achieving the highest standards of governance, and we

continuously engage with our stakeholders, seeking their inputs to further refine our strategy

and operations. As part of our commitment, Coca-Cola India has constituted the following

Advisory Boards:

India Advisory Board The India Advisory Board guides our Company on various issues including future strategies,

corporate citizenship and corporate governance. Mr. Naresh Chandra, former Ambassador

of India to the United States, who also headed the Government of India committee on

Corporate Governance, is the Chairman of the Board. The Advisory Board meets three to

four times a year and reviews the performance of the Company. It also guides our Company¶s

management on various operational and environment-related matters to help us formulate

short- and long-term strategies.

Advisory council on Environment and Sustainability The Advisory council on Environment and Sustainability (ACES) guides our company to

preserve, protect and enhance the environment and natural resources. The ACES also helps to

ensure that our Company uses its resources and capabilities to provide active leadership on

environment and sustainability related matters relevant to our business. The Council is

chaired by General V.P. Malik (Retd), Former Chief of Indian Army, who has also been a



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member of the National Security Advisory Board and Honorary Advisor to the Center for

Policy Research, New Delhi.

Health and Wellness Advisory Council

We believe that our industry has a role to play in helping Indian consumers¶ lead healthier

lives. Coca-Cola is committed to developing and launching a portfolio of products that enable

the Indian consumer to lead healthier lives. The Health and Wellness Advisory Council

(H&WAC) shares this belief and guides and assists our Company to (a) identify and highlight

the evolving nutritional needs of Indian Consumers (b) suggest viable health & wellness

solutions for beverage applications and (c) support consumer education programs that

promote a healthy and active lifestyle.

Coca-Cola India Foundation Advisory Board

Coca-Cola India Foundation has constituted an Advisory Board to advise it on its overall

working, its mission objectives, functioning priorities and long term strategies best designed

to achieve maximum public benefit. The Board constituted under the Chairmanship of Justice

JS Verma, former Chief Justice of India, comprises eminent personalities who have provided

distinguished service to public, social, charitable organizations / institution, and who have

expertise in the field covered by the objects of the Foundation. This Board meets three to four

times a year. More details on the boards and their members are available on our website

TRADE MARK RECOGNITION

The Trademark ³Coca-Cola´ was registered with the U.S. Patent and Trademark

office in 1893 followed by ³Coke´ in 1945. The unique contour bottle, familiar to consumers

everywhere, was granted registration as a trademark by the U.S. Patent and Trademark office

in 1977, an honour awarded to few other packages.

Today, the world¶s favourite soft drink, Coca-Cola, is also the world¶s best known

and most admired trademark, recognized by more than 90 percent of the world¶s population.

COCA-COLA CULTURE

The values help to create the culture of the Coca-Cola system. A culture is

simply the behaviour and attitudes that are expected in a group of people. These behaviours

and attitudes are called norms or standards of behaviours. And norms are the behaviours



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accepted, supported and modeled in a community of people. And while the Coca-Cola

community is spread around the globe, the culture norms are shared in common.

Cultural Corms Or Standards of The Coca-Cola System

Quotations from leaders of The Coca-Cola Company, as well as others within

the system, offer insight into this culture. As you progress through this program, you will

hear more about each of the following themes:

³There are two important things we heave to do;

(1) Enhance the Coca-Cola trademark and

(2) Satisfy customer needs and expectations.´

³The Customer is always right´

Both trademark enhancement and customer satisfaction are extremely critical to our

business.

µManage change or change manages you´.

µBusiness is all about survivors.´

These quotes illustrate the importance of adaptability in the continuing history of the

Coca-Cola system. As history has shown, those who adapt survive.

³Think global, act local.´

Our approach to marketing is called the ³Multi-local approach´. The Coca-Cola

approached marketing in a global sense, but works with each area on a local basis,through a

joint partnership between. The Coca-Coal Company and the Bottlers. This approach can best

meet the needs of local consumers and customers in each area.

µA descent thing honestly made´

Our products are quality products and our system upholds standards for honesty in our

business endeavors.

³Coca-Cola is a simple pleasure´



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BENCHMARK

Coca-Cola ranks no.1 brand in the world by the business world survey followed by

companies like Microsoft and IBM.

Coca-Cola is the market leader in the whole world in beverage industry.

Business week magazine ranks Coca-Cola on 4th position in Indian FMCG industry.

Coca-Cola enjoys approx. 60% market share in Indian beverage industry.

Timeline of Coca Cola Company

1886-1892

Atlanta Beginnings

It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. Eight

hundred miles away, another great American symbol was about to be unveiled.

Like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired

by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when

it was done, he carried it a few doors down to Jacobs' Pharmacy. Here, the mixture was

combined with carbonated water and sampled by customers who all agreed -- this new drink

was something special. So Jacobs' Pharmacy put it on sale for five cents a glass.

Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola®, and wrote it out

in his distinct script. To this day, Coca-Cola is written the same way. In the first year,

Pemberton sold just 9 glasses of Coca-Cola a day.

Chapter-II



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A century later, The Coca-Cola Company has produced more than 10 billion gallons of syrup.

Unfortunately for Pemberton, he died in 1888 without realizing the success of the beverage

he had created.

Over the course of three years, 1888-1891, Atlanta businessman Asa Griggs Candler secured

rights to the business for a total of about $2,300. Candler would become the Company's first

president, and the first to bring real vision to the business and the brand.

1893-1904

Beyond Atlanta

Asa G. Candler, a natural born salesman, transformed Coca-Cola from an invention into a

business. He knew there were thirsty people out there, and Candler foundbrilliant and

innovative ways to introduce them to this exciting new refreshment. He gave away coupons

for complimentary first tastes of Coca-Cola, and outfitted distributing pharmacists with

clocks, urns, calendars and apothecary scales bearing the Coca-Cola brand. People saw Coca-Cola everywhere, and the aggressive promotion worked. By 1895, Candler had built syrup

plants in Chicago, Dallas and Los Angeles.



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Inevitably, the soda's popularity led to a demand for it to be enjoyed in new ways. In 1894, a

Mississippi businessman named Joseph Biedenharn became the first to put Coca-Cola in

bottles. He sent 12 of them to Candler, who responded without enthusiasm. Despite being a

brilliant and innovative businessman being a brilliant and innovative businessman, he didn't

realize then that the future of Coca-Cola would be with portable, bottled beverages customers

could take anywhere.

He still didn't realize it five years later, when, in 1899, two Chattanooga lawyers, BenjaminF. Thomas and Joseph B. Whitehead, secured exclusive rights from Candler to bottle and sell

the beverage -- for the sum of only one dollar.

1905-1918

Safeguarding the brand

Imitation may be the sincerest form of flattery, but The Coca-Cola Company was none too

pleased about the proliferation of copycat beverages taking advantage of its success. This was

a great product, and a great brand. Both needed to be protected. Advertising focused on the

authenticity of Coca-Cola, urging consumers to "Demand the genuine" and "Accept no

substitute."



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The Company also decided to create a distinctive bottle shape to assure people they were

actually getting a real Coca-Cola. The Root Glass Company of Terre Haute, Indiana, won a

contest to design a bottle that could be recognized in the dark. In 1916, they began

manufacturing the famous contour bottle. The contour bottle, which remains the signature

shape of Coca-Cola today, was chosen for its attractive appearance, original design and the

fact that, even in the dark, you could identify the genuine article.

As the country roared into the new century, The Coca-Cola Company grew rapidly, moving

into Canada, Panama, Cuba, Puerto Rico, France, and other countries and U.S. territories. In

1900, there were two original design and the fact that, even in the dark, you could identify the

genuine article.

As the country roared into the new century, The Coca-Cola Company grew rapidly, moving

into Canada, Panama, Cuba, Puerto Rico, France, and other countries and U.S. territories. In

1900, there were two bottlers of Coca-Cola; by 1920, there would be about 1,000.

1919-1940

The Woodruff legacy

Perhaps no person had more impact on The Coca-Cola Company than Robert Woodruff. In

1923, four years after his father Ernest purchased the Company from Asa Candler, Woodruff

became the Company president. While Candler had introduced the U.S. to Coca-Cola,



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Woodruff would spend more than 60 years as Company leader introducing the beverage to

the world beyond.

Woodruff was a marketing genius who saw opportunities for expansion everywhere. He led

the expansion of Coca-Cola overseas and in 1928 introduced Coca-Cola to the Olympic

Games for the first time when Coca-Cola traveled with the U.S. team to the 1928 Amsterdam

Olympics. Woodruff pushed development and distribution of the six-pack, the open top

cooler, and many other innovations that made it easier for people to drink Coca-Cola at homeor away. This new thinking made Coca-Cola not just a huge success, but a big part of

people's lives.

1941-1959

The war and its legacy

In 1941, America entered World War II. Thousands of men and women were sent overseas.

The country, and Coca-Cola, rallied behind them. Woodruff ordered that "every man in

uniform gets a bottle of Coca-Cola for 5 cents, wherever he is, and whatever it costs the

Company." In 1943, General Dwight D. Eisenhower sent an urgent cablegram to Coca-Cola,

requesting shipment of materials for 10 bottling plants. During the war, many people enjoyed

their first taste of the beverage, and when peace finally came, the foundations were laid for

Coca-Cola to do business overseas.



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Woodruff¶s vision that Coca-Cola be placed within "arm's reach of desire," was coming true -

- from the mid-1940s until 1960, the number of countries with bottling operations nearly

doubled. Post-war America was alive with optimism and prosperity. Coca-Cola was part of a

fun, carefree American lifestyle, and the imagery of its advertising -- happy couples at the

drive-in, carefree moms driving big yellow convertibles -- reflected the spirit of the times.

1960-1981

A world of customers

After 70 years of success with one brand, Coca-Cola®, the Company decided to expand with

new flavors: Fanta®, originally developed in the 1940s and introduced in the 1950s; Sprite®

followed in 1961, with TAB® in 1963 and Fresca® in 1966. In 1960, The Coca-Cola

Company acquired The Minute Maid Company, adding an entirely new line of business --

juices -- to the Company.

The Company's presence worldwide was growing rapidly, and year after year, Coca-Cola

found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey

and more.



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Advertising for Coca-Cola, always an important and exciting part of its business, really came

into its own in the 1970s, and reflected a brand connected with fun, friends and good times.

The international appeal of Coca-Cola was embodied by a 1971 commercial, where a group

of young people from all over the world gathered on a hilltop in Italy to sing "I'd Like to Buy

the World a Coke."

In 1978, The Coca-Cola Company was selected as the only Company allowed to sell

packaged cold drinks in the People's Republic of China.

1982-1989

Diet Coke and New COke

The 1980s -- the era of legwarmers, headbands and the fitness craze, and a time of much

change and innovation at The Coca-Cola Company. In 1981, Roberto C. Goizueta became

chairman of The Board of Directors and CEO of The Coca-Cola Company. Goizueta, who

fled Castro's Cuba in 1961, completely overhauled the Company with a strategy he called

"intelligent risk taking."

Among his bold moves was organizing the numerousU.S. bottling operations into a new

public company, Coca-Cola Enterprises Inc. He also led the introduction of diet Coke®, the

very first extension of the Coca-Cola trademark; within two years, it had become the top low-

calorie drink in the world, second in success only to Coca-Cola.



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One of Goizueta's other initiatives, in 1985, was the release of a new taste for Coca-Cola, the

first change in formulation in 99 years. In taste tests, people loved the new formula,

commonly called ³new Coke.´ In the real world, they had a deep emotional attachment to the

original, and they begged and pleaded to get it back. Critics called it the biggest marketing

blunder ever. But the Company listened, and the original formula was returned to the market

as Coca-Cola classic®, and the product began to increase its lead over the competition -- a

lead that continues to this day.

1990-1999

New Markets and Brands

The 1990s were a time of continued growth for The Coca-Cola Company. The Company's

long association with sports was strengthened during this decade, with ongoing support of the

Olympic Games, FIFA World Cup� football (soccer), Rugby World Cup and the National

Basketball Association. Coca-Cola classic became the Official Soft Drink of NASCAR

racing, connecting the brand with one of the world's fastest growing and most popular

spectator sports.

And 1993 saw the introduction of the popular "Always Coca-Cola" advertising campaign,

and the world met the lovable Coca-Cola Polar Bear for the first time. New markets opened

up as Coca-Cola products were sold in East Germany in 1990 and returned to India in 1993



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New beverages joined the Company's line-up, including Powerade® sports drink, Qoo®

children's fruit drink and Dasani® bottled water. The Company's family of brands further

expanded through acquisitions, including Limca®, Maaza® and Thums Up® in India,

Barq's® root beer in the U.S., Inca Kola® in Peru, and Cadbury Schweppes'® beverage

brands in more than 120 countries around the world. By 1997, the Company already sold 1

billion servings of its products every day, yet knew that opportunity for growth was still

around every corner.

2000- Present

Coca Cola Now

In 1886, Coca-Cola® brought refreshment to patrons of a small Atlanta pharmacy. Now well

into its second century, the Company's goal is to provide magic every time someone drinks

one of its more than 500 brands. Coca-Cola has fans from Boston to Budapest to Bahrain,

drinking brands such as Ambasa, Vegitabeta and Frescolita. In the remotest comers of the

globe, you can still find Coca-Cola.

Coca-Cola is committed to local markets, paying attention to what people from different

cultures and backgrounds like to drink, and where and how they want to drink it. With its

bottling partners, the Company reaches out to the local communities it serves, believing that

Coca-Cola exists to benefit and refresh everyone it touches.



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From the early beginnings when just nine drinks a day were served, Coca-Cola has grown to

the world¶s most ubiquitous brand, with more than 1.7 billion beverage servings sold each

day. When people choose to reach for one of The Coca-Cola Company brands, the Company

wants that choice to be exciting and satisfying, every single time.

Evolution of Coca Cola Logo throughout the years



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Competitive Rivalry

COKE V/S Pepsi Rivalry

Coke had entered the Indian soft drinks market way back in the 1970s. The company was the

market leader till 1977, when it had to exit the country following policy changes regarding

MNCs operating in India. Over the next few years, a host of local brands emerged such as

Campa Cola, Thumps Up, Gold Spot and Limca etc. However, with the entry of Pepsi and

Coke in the 1990s, almost the entire market went under their control. Making billions fromselling carbonated/colored/sweetened water for over 100 years, Coke and Pepsi had emerged

as truly global brands.

Coke was born 11 years before Pepsi in 1887 and, a century later it still maintained its lead in

the global cola market. Pepsi, having always been number two, kept trying harder and harder

to beat Coke at its own game.

In this never-ending duel, there was always a new battlefront opening up somewhere. In India

the battle was more intense, as India was one of the very few areas where Pepsi was the

leader in the cola segment.

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Coke re-entered India in 1993 and soon entered into a deal with Parle, which had 60%

market share in the soft drinks segment with its brands Limca, Thums UP, gold Spot.

Following this Coke turned into the absolute market leader overnight. The company also acquired

Cadbury Schweppes soft drink brands Crush, Canada Dry and Sport Cola in early 1999.

The Rivalry on Various Fronts

I -Bottling

Bottling was the biggest area of conflict between Pepsi and Coke. This was because, bottling

operations held the key to distribution, an extremely important feature for soft-drink marketing. As the wars intensified, both companies took pains to maintain good relationships

with bottlers, in order to avoid defections to the other camp.

II ±Advertising

When Coke re-entered India, it found Pepsi had already established itself in the soft

drinks market. The global advertisement wars between the cola giants quickly spread

to India as well. Internationally, Pepsi had always been seen as the more aggressive

and offensive of the two, and its advertisements the world over were believed to be

more popular than Coke's.

It was rumored that at any given point of time, both the companies had their spies in the other

camp. The advertising agencies of both the companies (Chaitra Leo Burnett for Coke and

HTA for Pepsi) were also reported to have insiders in each other's offices who reported to

their respective heads on a daily basis.



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III -Product Launches

Pepsi beat Coke in the Diet-Cola segment, as it managed to launch Diet Pepsi much before

Coke could launch Diet Coke. After the Government gave clearance to the use of Aspertameand Acesulfame-K (potassium) in combination (ASK), for use in low-calorie soft drinks,

Pepsi officials lost no time in rolling out Diet Pepsi at its Roha plant and sending it to retail

outlets in Mumbai.

IV- Poaching

Pepsi and Coke fought the war on a new turf in the late 1990s. In May 1998, Pepsi filed a

petition against Coke alleging that coke had entered into a conspiracy to disrupt its business

operations. Coke was accused of luring away three of Pepsi¶s key sales personnel from

Kanpur, going as far as to offer Rs 10 lakh a year in pay and perks to one of them.

While new recruits in the soft drinks industry averaged a pay hike of between 40-60% Coke

had offered 300-400%. Coke, in its reply filed with the Delhi High Court, strongly denied the

allegations and also asked for the charges to be dropped since Pepsi had not quantified any

damages

V -Other Fronts

Till the late 1980s, the standard SKU for a soft drink was 200 ml. Around 1989, Pepsi

launched 250 ml bottles and the market also moved on to the new standard size. When Coke

re-entered India in 1993, it introduced 300 ml as the smallest bottle size. Soon, Pepsi

followed and 300 ml became the standard.

But around 1996, the excise component led to an increase in prices and a single 300 ml

purchase became expensive. Both the companies thus decided to bring back the 200 ml

bottle, In early 1996, Coke launched its 200 ml bottles in Meerut and gradually extended to

Kanpur, Varanasi, Punjab and Gujarat, and later to the south...

In May 1996, Coke launched Thums Up in blue cans, with four different pictures depicting

'macho sports'such as sky diving, surfing, wind-surfing and snow-boarding. Much to Pepsi's



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chagrin, the cans were colored blue - the color Pepsi had chosen for its identity a month

earlier, in response to Coke's 'red'identity.

There were frequent complaints from both the players about their bottlers and retailers beinghijacked. Pepsi's blue painted retail outlets being painted in Coke's red color overnight and

vice-versa was a common phenomena in the 1990s.

Dabur

Dabur in India, is one of the most trusted brands as it has been operating ever since times and

people have laid all their trust in the Company and the products of the Company. Apart from

food products, Dabur has introduced into the market Real Juice that is packaged fresh fruit

juice. These products give a strong competition to Maaza and Minute Maid brand of juices.

More people are becoming health conscious so they prefer natural juices over soft drinks but

coke has fought back with the introduction of their own brand of natural juices in India with

the name Minute Maid, Packets will be available in almost every size.

Other Brands

Many brands like Catch Soda, Onjus, Leh berry, Rani Juice, RC Cola are trying to gain

ground in the Indian beverage market and are presenting their product in as cheap rates as

possible.



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Product Profile

COCA COLA

Coca-Cola is the most popular and highest-selling soft drink in history, as well as the best-

known product in the world.

Coca-cola has a truly remarkable heritage. From a humble beginning in 1886, it's now the

flagship brand of the largest manufacturer, marketer and distributor of non alcoholic

beverages in the world.

History of Coca-Cola

In India, Coca-Cola was the leading soft-drink till 1977 when the government policies

necessitated its departure. Coca-Cola made its return to the country in 1993 and madesignificant investments to ensure that the beverage is available to more and more people,

even in the remote and inaccessible parts of the nation.

Cans RGB PET Fountain Glass

300 ml, 330ml 200 ml,300 ml,330 350 ml,400 ml, 500 Various sizes

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ml ml, 600 ml, 1250 ml,

1500 ml, 2000 ml,

2250 ml

Diet Coke

World's Third Largest Selling Soft Drink. Diet Coke is for those who want plenty of taste but

no calories. Diet coke is also known as Coke light in some countries

History of Diet Coke

Launched in 1982 in America, Diet Coke (also known as Coca-Cola light in some countries)

has become the world's third largest soft drink.

PET CAN

350 ml, 500 ml, 600 ml 300 ml, 330 ml

Thums Up



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Today it is the largest selling soft drink brand in India. 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.

History of Thums Up

Originally introduced in 1977, Thums Up was acquired by The Coca-Cola company in 1993.


300 ml, 330ml 200 ml,300 ml,330

ml

350 ml,400 ml, 500

ml, 600 ml, 1250 ml,

1500 ml, 2000 ml,

2250 ml

Various sizes

Sprite

Sprite is the brand that gained most share in sparkling beverages in year 2010

Present in over 130 countries worldwide. In India sprite is the second largest brand of soft

drinks.



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History of Sprite

Since its inception is 1999, Sprite has not only established itself as a brand which

successfully boasts it's 'cut-thru' perspective with an authentic, edgy, irreverent, urban and

straight forward style, but has also achieved status of an undisputed youth 'badge' brand.

Today Sprite is the most preferred and fastest growing soft drink in India and hasbecome the

second largest soft drink in 2009, aiming for the No.1 spot.


300 ml, 330ml 200 ml,300 ml,330

ml

350 ml,400 ml, 500

ml, 600 ml, 1250 ml,

1500 ml, 2000 ml,

2250 ml

Various sizes

Fanta

Fanta the 'orange' drink. Over the years Fanta has occupied a strong market place and is

identified as the "The Fun Catalyst".


300 ml, 330ml 200 ml,300 ml,330

ml

350 ml,400 ml, 500

ml, 600 ml, 1250 ml,

1500 ml, 2000 ml,

2250 ml

Various sizes



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History of Fanta

Fanta entered the Indian market in the year 1993. 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

Limca

Limca's freshness is like no other- 'lime n lemoni' Lime 'n' lemoni Limca can cast a tangy

refreshing spell on anyone, anywhere. Derived from 'Nimbu' + 'jaisa' hence Lime Sa, Limca

has lived up to its promise of refreshment and has been the original thirst choice of millions

of consumers for over 3 decade.

History of Limca



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Born in 1971, Limca has remained unchallenged as the No.1 Sparkling Drink in the Cloudy

lemon Segment. The success formula is the sharp fizz and lemoni bite combined with the

single minded proposition of the brand as the provider of "Freshess".


300 ml, 330ml 200 ml,300 ml,330

ml

350 ml,400 ml, 500

ml, 600 ml, 1250 ml,

1500 ml, 2000 ml,

2250 ml

Various sizes

Maaza ± the wholesome family fun

Mango. Imagine this delicious fruit, bottled. This is what Maaza is all about. Maaza- the most

loved beverage brand in India. It provides the most authentic experience of rich, juicy

mangoes²anytime, anywhere!

History of Maaza

Introduced in 1970s, Maaza has today come to symbolize the very spirit of mangoes.

Universally loved for its taste, color, thickness and wholesome properties, Maaza is the

mango lover's first choice.

RGB PET Pocket Pack

200 ml, 250ml 250m ml, 400 ml, 500ml,

1.2 l

200 ml



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Maaza Milky delite

A lip smacking milky blend of juicy and delicious mangoes. Perfectly blended and

delightfully refreshing, it offers a great taste in every sip. A taste so irresistible that you will

never want to share it with anyone. More so, it is from Maaza that has been delighting mango

lovers for over three decades.

History of Milky Maaza

Maaza Milky Delite has been test launched in Kolkatta in August 2010.Available only in 200 ml tetra packs

Minute Maid Pulpy Orange

Refreshingly Orange Surprisingly Pulpy!

Minute Maid ± one of the world's largest juice and juice drink brands.



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History of Minute Maid Pulpy Orange

The history of the Minute Maid brand goes as far back as 1945when the Florida Food

Corporation developed orange juice powder. They branded it Minute Maid, a name connoting

the convenience and the ease of preparation (In a minute)

PET

400 ml, 1 L, 1.25 L

Minute Maid Nimbu Fresh

Just Like Home-made Lemonade

A lemon drink with no added preservative or colour, Minute Maid Nimbu Fresh offers arefreshing drinking experience as close to homemade Nimbu Paani as possible in a packaged

format. Nostalgia in a bottle, Minute Maid Nimbu Fresh offers 'Ghar Ki Yaadon Ka Ras'

(memories of home-made lemonade) in every sip.

History of Minute Maid Nimbu Fresh

Launched first in South of India in January 2010, Minute Maid Nimbu Fresh, started

refreshing the whole of India by April 2010.

PET RGB Tetra Pack

400 ml, 1L 200 ml 200 ml



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Burn

Most successful energy drink brand world over From the coca-cola company

Burn is The Coca-Cola Company's most successful Energy Drink brand. Successful world

over sold in over 80 countries across the world

*Consume Responsibly

History of Burn

Launched in northe europe in year 2000 Burn has expanded to over 80 countries over a short10 year period.

Available only in 300 ml Can

Kinley Water

Water you can trust and be truly safe and pure.

Kinley water understands the importance and value of this life giving force. Kinleywater

thus promises water that is as pure as it is meant to be.

PET

500 ml, 1000 ml,2 L, 20 L, 25 L



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History of Kinley

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 purityof our product. Because we believe that right to pure, safe drinking water is fundamental.

Kinley Soda

India's no.1 National Soda brand. With its unique taste and formula Kinley Soda packs quite

a punch

History of Kinley Soda

Launched in 2002 Kinley soda today is no.1 national Soda brand



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RGB PET

200 ml, 300 ml 350 ml, 500 ml, 1.25 L, 1.5 L, 2L

Nestea

Lemony Light refresher ± Nestea Iced Tea

Part of the Beverage Partners Worldwide (BPW) partner Ship between Nestle and Coca-Cola,

One of the largest selling ready-to-drink tea brand sold in over 60 countries.

History of Nestea

Coca-Cola India launched Nestea in Mumbai in 2010.

Available only in 400 ml PET bottle

Schweppes

Premium range of mixers Ever since its launch schweppes is recognized as a mixer that

knows its drink the best.It is available in select towns and channels.



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History of Schweppes

Schweppes was launched in India in 1999 after the international take over of the brand from

cadbury schweppes.

Bitter Lemon Tonic Water Ginger Ale Soda Water

250 ml (250ml) 25o ml 250 ml 250 ml(RGB)

Georgia Gold

Quality Coffee & Tea from the Coca±Cola Company Come and explore our world.

From Freshly Ground "Bean-to-cup" Coffee, Quality Tea, Refreshingly chilled Iced Teas and

Cold Coffee

History of GEORGIA Gold



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Introduced in 2004, the GEORGIA Gold range of Tea

and Coffee beverage is the perfect solution for your office and restaurant needs!

Hot Beverages: Espresso, Americano, Cappucino, Caffe Latte, Mochaccino, Hot Chocolate,

Cardamom Tea.

SLOGANS and TAGLINES

Following are slogans and taglines that have been used to Advertise Coca Cola

over the years.

S.No. Slogans

1 Delicious and refreshing

2 Thirst knows No reason.

3 Around the corner from everywhere

4 The Pause that Refreshes

5 Ice cold Sunshine

6 The Best Friend thirst Ever Had

7 Coca-Cola goes along

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8 Where Theres Coke Theres Hospitality

9 Coca-Cola Makes Good things taste better

10 Be Really refreshed

11 Things Go Better with Coke

12 Its the Real Thing

13 Id like to Buy the World A Coke

14 Coke Adds Life

15 Have a Coke and a Smile

16 Coke is it!

17 When Coca-Cola is a Part of your Life, you cant beat the feelings

18 Cant beat the feelings

19 Cant beat the Real Thing

20 Always Coca-Cola

21 Jo Chaho Ho Jay Coca Cola Enjoy!

22 Life Ho to Aisi! Coca-Cola

23 Thanda Matlab! Coca-Cola

24 Thande Ka Tadkaa! Coca-Cola

25 Sab Ka Thanda Ek! Coca-Cola



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26 Little drops of joy

27 The Coke Side of life

Distribution Channel or Sales Network

Distribution channel on which Coca Cola is working in Jammu is

There is a sales team working between Distributor and Retailers. That sales team consists of

Sales Team Leader and Market Developers.



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Organisational Chart of Hindustan Coca Cola Beverages Pvt. Ltd.



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BUSINESS DEVELOPMENT BY RIGHT EXECUTION

My project is ³Business development by Right Execution . This project is all about the

applicability of RED norms on the business of Coca Cola Company and to apply measuresto

improve the RED scoring of the outlets and thus enhancing the sales of the company. RED is

a special system widely used by Coca Cola Companyto know their position in the market

and is using this concept daily since FEB 2006. Coca cola company believes that its success

depends on their ability to connect with consumer by providing them with a wide varietyof

choices to meet their desire, needs and lifestyles choices, companysuccess further depends

on the ability of their people by execute effectively every day.

What is RED?

R- Right E- Execution D-Daily

There are 3 parameters in RED:

1-Visi Cooler Total: In this availability of Coca Cola visi cooler is checked , whether it is in

prime position, as per standard, Pure and brand order/shelf order compliant.Total Visi-cooler

total is 20 for all channels.

What is Purity?

Coca cola visi cooler should contain only the brands of The Coca ColaCompany.

2-Availiability Total: Availability of soft drinks is checked inside the visi cooler. Brand

order is maintained. Availability of RGB, 600 ml PET, Juice RGB, Chilled facings of Coke

and Lead Cola+ Flavour+ Maaza are compulsory for every outlet where as availability of

other available packaging varies from channel to channel. Availability total is 65 in Grocery,

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convenience, Travel and E&D1 channels where as in E&D 2 and Cinema Single Screen it is

55.

What is Brand Order?

The company has given a brand order to the market developersand drinks should be arranged

in the cooler in the specific order only.

COLOJ-K

Co-Cola : Lead Cola Flavour followed by other cola

L-Lime: Lead Lemon flavour followed by other lemon flavour soft drink

O- Orange- Orange flavoured Cold Drink

J- Juices

K- Kinley Water and Soda

Brand order followed in Jammu is

Thums UP

Coca Cola

Limca

Sprite

Fanta

Maaza

Kinley



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Same order is followed in RGB, PET and Cans

3-Activation Total: Activation is important because it helps to boost the sales of the

company. It is done through the GSB Flex Boards, Shelf display, Price Communication,

Combo boards, Table top or shelf top display .GSB Flex boards and displays are oftenly used

in E&D and convenience outlets. They help in attracting the customers. Rack with header is

provided to the grocery stores. Activation total for E&D1, convenience, Grocery and Travel

is 15 where as in E&D2 and cinema it is 25.

NPD/Activation: These are announced from time to time and carry 5 marks

RED Scoring Sheet :

First column consists of scoring standards

Second column consist score of E&D1 and Convenience outlets

Third column consists score of E&D2 outlets

Fourth column consists score of Grocery Outlets

Types of Outlets:

The Coca Cola Company has divided its outlets in the following criteria

Outlet Volume

Channel Cluster

Locality Income

Outlet Volume

There are five types of outlets according to the volume of sales of the outlet-

Platinum - >1500 C/s per year



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Diamond - 800-1499 C/s per year

Gold - 500-799C/s per year

Silver - 200-499C/s per year

Bronze - <200C/s per year

RED Scoring Sheet



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Market Segmentation Model

Channel Cluster



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Grocery

Outlets primarily engaged in retailing of food & various household items. It includes Grocers

(Outlets dealing mainly in grains, provisions, spices, edible oil, vanaspati etc) and General

Stores (outlets selling items of day to day requirements and stocking a variety of branded

products)

E&D Type 1

Outlets selling items to eat which are being consumed primarily standing in the outlet or

being taken away for future consumption.Does not have a place to sit. It includes Bakery,

Sweet Shops, QSR, Juice Centres, Soft Drink shops and Tea Shops etc.

E&D Type 2

Outlets selling items to eat which are being cooked or made within outlet with possibility of

consuming those products within the outlet. The outlet should have a place to sit. It

includes sit down restaurants, bars, dhabas, cafes etc

Convenience

Includes outlets which are small stores or shops. Generallyaccessible locally. These are often

located alongside busy roads. It includes chemists, STD booths, Pan- Beedi Shops etc.

Locality Income

According to income outlets are divided into three categories

Low- Those outlets where low-income customer comes.

Medium- Those outlets where medium income customer comes.

High- Those outlets where high-income customer comes.

Cooler Specification:

Different sized visi coolers of Coca cola are available. They are



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1-4 Casers

2-7 Casers

3-9Casers

4-15 Caser

5-20 Caser

6-30 Caser

Cooler Allotment Criteria

Channel Income Class Category Coolers Alloted

Grocery/E&D1/E&D2 High/Medium Diamond/Gold 15 C/S, 20 C/S,30

C/S

Grocery/E&D1 Low Diamond 15 C/S, 20 C/S,30

C/S

Grocery/E&D1 Low Gold 9 C/S, 15 C/S, 30

C/S

Grocery/E&D1 Low/Medium/High Silver 7 C/S, 9 C/S

Grocery High/Medium Bronze 4 C/S, 9 C/S

Grocery Low Bronze 4 C/S, 7 C/S

E&D1/E&D2 Low/Medium/High Bronze 4 C/S, 7 C/S

E&D2 Low Diamond 15 C/S

E&D2 High/Medium Gold 9 C/S, 15 C/S

E&D2 Low Gold 9 C/S

E&D2 High/Medium Silver 7 C/S, 9 C/S

E&D2 Low Silver 7 C/S



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Objectives of the Project

y To identify distribution issues

y To increase the RED scores of the outlets

y How sales depend upon activation elements

y To help Market Developer in the outlet activation

Work Done:

y Checked purity of visi-cooler that whether it is 100% pure or not

y Maintained brand order of soft drinks in visi-cooler

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y Checked whether visi-cooler is present in prime position or not

y Attached Price communication slips on the visi-coolers which do not have them

already

y Took orders from the outlets on Ghagwal Highway and Samba

y Educated retailers about the ways to increase RED score of their outlets (selling

defined brands for their respected outlets)

y Soft drinks were arranged in shelf top and cooler top display in outlets

y Persuaded retailers to sell more brands of coke

y Confirmed that each outlet is working in fine condition

y Scoring of the outlets is done in the RED tracker

y Listened complaints of the retailers and told my STL about those problems

Problems Observed:

y Enough activation elements are not present at the outlets

y Many retailers were complaining that Coca cola do not provide enough schemes and

promotion offers.

y Availability of soft drinks in the outlets is not according to the defined terms and

condition of the companyy There are lot of stabiliser malfunctioning problems, tube light problems and cooling

problems regarding visi colers

y Performance of Minute Maid Pulpy Orange is not up to the mark

y Retailers prefer other cheap mineral water brands over Kinley mineral water because

they say margin is high in those products

y Delivery problems are present in some areas of Samba

y Demand of 1.25 ltr PET is high but it is not widely available in the market due to its

less production

y Pepsico is giving more schemes to lure the customers of Coca Cola



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Recommendations & Suggestions

y Team of engineers should be made for timely repairing of the faulty coolers

y Faulty stabilisers should be replaced or repaired

y Out of 283 outlets, GSB/Flex boards are present only in 47 outlets so more GSB/Flex

boards should be distributed and placed in the market for publicity

y Racks are present only in 4 out of 48 grocery outlets, so more racks should be

distributed in market for outlet activation

y More Schemes or benefits should be introduced

y Timely distribution and delivery of the soft drinks to ensure customer satisfaction

y Purity level can be improved because still many retailers fight for keeping other

materials in the coolers. There were only 133 pure outlets out of 283 outlets I visited

y Executives who achieve or cross their sales target should be rewarded

y Feedback from customers and ass well as the employees should be given more

importance

y Gift items like umbrella, key chains, t shirts or pens should reach to the retailers in

time

y Complaint handling should be improved and complaints already lodges must be dealt

in timey Company should gather information regarding offerings by its competitors

y Schemes should be given to boost the sales of Minute Maid Pulpy Orange



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DATA INTERPRETATION AND FINDINGS

0

0

100

1¡

0

200

2¡

0

300

Ra¢ k

£

Pr¤ £ ¤

nt

T¥

tal

Gr¥ ¢ ¤

r¦

Outl¤

t£

G§

/Fl¤

x

¨ ¥ ard

£

Pur¤

T¥

tal

Outl¤

t£

4

484

©

133

283

T tal RED Outlet

Total RED Outlets

0

20

40

60

80

100

120

Racks

Present

Total

Grocery

Outlets

GSB/Flex

Boards

Pure Total

Outlets

4

4 29

56

102

Bari Brahmana

Bari Brahmana

Chapter-VIII



of 70

0

20

40

60

80

100

120

140

Racks

Present

Total Grocery

Outlets

GSB/Flex

Boards

Pure Total Outlets

0 7 10

52

130

Samba

Samba

0

10

20

0

40

0

60

Racks

Present

Total Grocery

Outlets

GSB/Flex

Boards

Pure Total Outlets

07 8

25

51

Vijayp r

Vijaypur



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146

4

Channel

Convenience

E&D 1 Or 2

Grocer

T2

28

203

43

9

Ca egory

Bronze

Silver

Gold

Diamond



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Availability Elements

Bari Brahmana

Date Area Visi-cooler Total Availability Total Activation Total NPD/Activation Total

04-06-2011 BB city & Bis 15.4 56.64 8.57 3.2 83.81

06-06-2011 BB city 16 47.5 8.5 2 74

07-06-2011 BB City 15.8 52.3 8.26 2.2 78.56

08-06-2011 Highway & B 16.4 58.2 10.18 3.8 88.58

09-06-2011 Raya Morh & 17.1 51.5 9.25 2.7 80.55

20-06-2011 Telli Basti & 17.6 50.2 7.353 2.4 77.553

21-06-2011 BB-Sarore 15.5 45.2 7.35 2.8 70.85

23-06-2011 Smailpur 12.4 51.5 8.14 2.1 74.14

24-06-2011 BB City 16 63.2 9 4.5 92.7

29-06-2011 Parmandal 15.5 49.8 7.727 1.8 74.827

30-06-2011 Telli Basti & 19.2 54.7 6.667 1.3 81.867

Total 16.08181818 52.79454545 8.272454545 2.618181818 79.767

0

50

100

150

200

250

300

25 29 36 20 24 36 42 4822

18

9695

35

113 72

129146

11

6

58 50

28

49

56

71

85

1

5 5

2

4

5

5

5

T2E&D 1 & 2

Convenience

Grocery



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SambaDate Area

isi-cooler Total Availability Total Activation Total NPD/Activation Total

! !

"

o #

$

%

& ' g

(

#

!

)

0 !

)

0 1 2 3 0

)

! ! 0

)

4 1 0 1 4

2

! ! 5

o6 7

e6

8

6

ea9 0 2 1 0 3 2 0 2

0 1 4 3

0 9 4

! 2

! ! 5 @ A

B

a$ 7

%

"

o#

!

)

0 3 3

)

1 0 2 9 1 0 ! 0

)

1 ! 0

)

4

!

)

! !

C

aD E

a

F ( ag #

!

)

0 2

)

0 ! 3 0

)

3 ! 0 2 3 1 0 4

! 3

! ! G @ 7

!

9 2 0 2 2

0 3 3

)

0 4 4

! 1

! !

C

aD E

a5 @ A A

B

a!

)

0 !

) )

0

)

1 0

3

0 4 9 3 0

)

! 9

! 4

! ! G & ! ! 0 ! !

)

0 3 3

)

0

) )

! 0 ! ! 3 1 0 !

Total H 2.5H 41.6

I 571429 5.014285714 1.126142857 60.33614

Vijaypur

Date Area Visi-cooler Total Availability Total Activation Total NPD/Activation Total

P Q R P S R

T

P Q Q

U

V W

aX

Y

` a b ` c Q

d d

e f Q S f e

T

S

g

f S

Q P R P S R

T

P Q Q

h

i a

p

q

V

r i

V

Q e

d

S

g

Q S s

T t

R P S R

T

P Q Q

U V W

aX

Y

` a R

u

av

Q

g d T

f e s f Q

T g

P f S

Total 15.33333333 44.53333333 7.533333333 1.666666667 69.06667

FINDINGS

y In my study it is revealed that only 133 outlets out of 283 were pure i.e. only products

of Coca cola were present in the visi-cooler and remaining 150 were keeping other

products too in the visi-cooler.

y Only 47 GSB/Flex Boards are present in the covered market.

y 48 Grocery outlets are present in the covered market and 44 more racks are still

needed for activation of these outlets.

y Out of 283 outlets 146 are Convenience outlets, 85 are E&D 1 or 2 outlets, 48 are

Grocery outlets and 5 are T2.

y Out of 283 outlets I visited, 28 are Bronze, 203 are silver, 9 are Diamond and 43 areDiamond Outlets.

y RED score during the month of May was 54% and during my time of training it has

increased upto 62%



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Bari Brahmana

y There are total 102 RED outlets in Bari Brahmana out of which 56 were pure i.e.

purity level was 54.91 %.

y 29 GSB/Flex Boards are present in Bari Brahmana.

y There are 34 Grocery outlets in Bari Brahmana and only 4 of those outlets have Racks

present.

y 25 fully activated outlets are present in Bari Brahmana

Samba

y There are total 130 RED outlets in Samba, only 52 of those were pure i.e. purity levelwas 40 %.

y 10 GSB/Flex Boards are present in Bari Brahmana.

y There are 7 Grocery outlets in Samba but none of those have any racks.

y 6 fully activated outlets are present in Samba.

Vijaypur

y There are total 51 RED outlets in Vijaypur , only 25 out of those were pure i.e. purity

level was 49.01 %.

y 8 GSB/Flex Boards are present in Vijaypur.

y There are 7 Grocery outlets in Vijaypur nut none of these outlets had any racks.

y 3 fully activated outlets are present in Vijaypur.

Conclusion

y Coca Cola is market leader in Jammu region where as Pepsi is market challenger

y Coca Cola is most selling brand in Jammu region, Thums UP and Limca are most

selling brands in Jammu.

y According to the outlet owners and analysis activation element plays an important

role in sales i.e. ³Jo Dikhta hai vo Bikta hai´



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SWOT ANALYSIS

STRENGTH

y Coca Cola has been named as world¶s strongest brand consecutively 4th year in a row

and even in India brands of Coca cola are leading the market.

y Brand image is very good and people prefer Coca Cola¶s products over theproduct of

their competitors. Even the taste of coca cola is better than the taste of Pepsi as said

by the people.

y Distribution network is very wide, for every area there is a fixed allotted distributor

who supplies cold drinks on regular basis. Delivery in Bari Brahmana is very good,

even all the outlets were filled with the stock at time.

y Factory is situated near to the analysed area so the delivery of products from factory

to distributor is made on time.

y Beverage is available in many size from 200 ml to 2.25 l , making this convenient for

the people of different income class.

y Production, distribution and marketing department of the coca cola company are

working hard and efficiently,

y Sales Team is putting a lot of effort in the market and have good relationship with the

retailers.

y Coca Cola is market leader in all segments.. Thums up and Limca are preferred by

most of the consumers.

Chapter-IX



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WEAKNESS

y According to the people, advertising of coca cola is not as effective and eye catching

as those of their competitors.

y Products are made almost in every country so the export levels are low.

y Enough activation elements are not present in the market. 236 GSB/Flex Boards are

needed to be distributed in the market and 44 more racks are needed to be placed in

the grocery stores.

y Coca Cola does not introduce many schemes for the customers as compared to their

rival PepsiCo.

y Delivery problems are present in some areas of Samba i.e. NUD and delivery of the

drinks are not made on the promising date.

y Government restrictions are there, so company is finding difficulty in investing on

large scale.

OPPORTUNITIES

y Company can launch special schemes or bonuses for highest selling outlets.

y More emphasis in villages near Samba (Nud), Vijaypur (Ramgarh) and Bari

Brahmana (Gura Morh) can help in increasing the sales and expansion in the market

share.

y More activation elements should be given to the retailers.

y New schemes and promotions could attract more retailers to sell products of the coca

cola company.

y Disposable income of the society is increasing, so beverage industry can take its

advantage.

y Highest selling brands like Thums up and Limca can be used to lure new retailers to

sell our drinks rather than those of our competitors.



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THREATS

y People are becoming more health conscious and thats why they are shifting towards

other thirst quenching beverages like juices because it is supposed that they are good

for health

y Recent speculation about the detection of pesticides in the soft drinks also made

people move towards other drinks

y Pepsi is doing aggressive marketing and are trying to lure customers of coca cola in

those areas where delivery problems are present. They are also giving higher margins

and more schemes for luring away our customers

y Pepsi has distributed more activation elements in the market than Coca Cola so

advertising is need to be improved



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REFERENCES

RED Market Developer Tracker

www.coca-cola.com

http://heritage.coca-cola.com/

http://www.thecoca-colacompany.com/ourcompany/ar/

www.google.com

Chapter-X

Business Development by right execution

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