A

PROJECT REPORT
ON

ENHANCING PROFITABILITY BY SALES PROMOTION: A

CASE STUDY ON BILL BUSTER PROGRAMME OF
COCA COLA

Submitted in the partial fulfillment of the requirement for the programme,

“Post Graduate Diploma in Management (Marketing)”

Under The Guidance of: Submitted By:

Prof. Niraj Nalin Ashish Ranjan
Faculty Member PGDM (Marketing)
IIBM. PATNA.

PATNA
Indian Institute of Business Management
PATNA

PREFACE
 Experience is not what happens to a man;
it is “What a man does
With what happens to him.”
-- ALDOUS HUXLEY
Doing a professional course viz PGDM (Post Graduate Diploma in
Manaement, Marketing) of two years duration is earmarked primarily
for the purpose of acquiring knowledge and preparing one for the real
practical life which follows after that more theoretical knowledge of
management gained from the instructions in the classroom is
insufficient and imperfect unless it is put in the acid-test by
reconciling it with the programmatic situation prevailing in the
business world. Exposure to partial dealing brings maturity and adds
perfection to knowledge with central objective Summer Training has
been made integral part of management course.

I had an opportunity to undergo training of two months in Hindustan

Coca Cola Beverages Private Limited at Patna.

During my training cum project work I was assigned as a co-

coordinator for my project “BILL BUSTER PROGRAMME.”

I have tried my best to arrange and write down the report in a good
systematic way and I prudently hope that the outcome of the report
will help the organization in making decision regarding the mentioned
topic. Despite my best efforts, if there is any weakness and
shortcoming it is unintentional.

Valuable comments are always welcomes because it will motivate me

to work with great zeal and efficiency in the future.

ACKNOWLEDGEMENT
Working for this project was revelations to me on more than one
account. It introduced my self to the world present day marketing,
coming to know the functioning of the large company and meeting an
exciting cross section of people was quiet a thrilling experience. So, I
express my sincere gratitude to all those without whose
encouragement, assistance and cooperation, the success and
completion of this project would not have been possible.

I, first and foremost acknowledge my heartfelt thanks to Mr. Subir

Chatterji (Marketing Manager, HCCBPL, Patna) who was a constant
source of guidance and inspiration. It is who taught me in various
ways the MOOL MANTRA of business and strategies of channel
activation, keeping in mind the psychology of the consumers in the
region.

Secondly I would like to pay sincere gratitude and thanks to my

company guide Md. Imtiaz Ansari for the inspiration, motivation and
guidance that they have provided to me.

I am equally thankful to my institute, IIBM, Patna, and the faculty

members there who have been the sole source of my business
management knowledge. I do acknowledge the contributions of the
institute and the faculty members sincerely. Finally, I am also
thankful to my fellow friends, training mates and other business
executives who have time and again made critical comments and
positive criticisms in my Endeavour. I also acknowledge my thanks to
all whose names have not spelt out here but who have in different
ways contributed in the preparation of this project.

Thanking You

CHAPTER 1: Introduction
• Introduction
 •The company
•Objective
CHAPTER 2: History of coca-cola company
• Operation
•Brands of coca-cola company
•Fabulous facts about coca-cola
CHAPTER 3:Coca-cola in India
•Executive summary
•Coke in India
•Indian beverage market
•Marketing cola in India
CHAPTER 4:The Hindustan Coca-Cola beverages Pvt ltd, Patna
•About the plant
•Organizational structure
•Nature of product
•Marketing Mix
•Marketing channels
•Functioning
CHATER 5: Financials

INTRODUCTION
All of us in the coca cola family wake up each morning knowing that
every single one of the world’s 5.6 billion people gets thirsty that day.
If we make it impossible for these 5.6 billion people to escape Coca
Cola, then we assure our future success for many years to come

The coca cola company possess one the most recognized brands
around this world .It sits firmly atop business weeks annual list of top
100 global brands by order by the dollar value ($67.3 billion), beating
out the likes of Microsoft , IBM ad General electric. It is the brand
recognition that the company has been able to establish itself as icon
of Americanism as it spreads its ult image to rest of the world. Coke
and its catalogue of lose to 400 was founded by civil war veteran and
Atlanta pharmacist John Pemberton are found in 200 countries. Coke
paints itself as a wonderful corporation that produces amazing life
enhancing products for the whole world to enjoy. Coke is an
aggressive corporation that will jump at any opportunity to flog its
products in its continuous push for global domination of the beverage
industry. The company has proven, However that the power of its
brand recognition lies in it constant aggressive marketing, public
relations, and advertising campaigns.

History of Coca Cola Company

Dr John Smith Pemberton invented coca cola in 1886. It was the

doctor’s second drink with cola leaves and cola nut as basis. The
doctor first cola leaves drink, Pemberton’s French wine coca was
actually an imitation of Vin Mariani, a coca wine drink invented by
Angelo Mariani in 1883. Although there were several limitations of
French coca wine, Pemberton’s formula was superior. He was actually
quoted saying “I believe that I am now producing a better preparation
than that of Mariani.”

Pemberton was not in a very good health. Not to mention he was

morphine addict, so in 1887 he began to sell parts of the company off.
On July 8th he sold a 3rd to George Lowndes. Neither man had the
time to market, make or sell coke so they sold their portion of the
company to Wool folk and his younger sister Margeret Dozier. Dozier
owned two ninths and Walker owned four ninths of the formula rights
Venable somehow disposed its potion of coke to Joseph Jaobs, owner
of Jaobs pharmacy.In early October Pemberton ran a blind ad looking
for additional investors and was able to get three investors with this
ad. He took $2000 from each of them .In December three new
partners moved to Atlanta, ready to produce all Pembertons’s
medicine.

At this point of time formula of coke was officially owned by

Pemberton,Walker and Dozier,but several others started showing
interest in it Enter Asa Candler an ambitious Atlanta druggist. Candler
somehow acquired control of the company in 1888.Things got sticky
for a while with Pemberton claiming his right to the drink. This
kicked off by having two cokes by the name of Yum and Coke

Pemberton grew even more ill and eventually he died in on august

16 1888.Exactly 2 weeks after the death of Pemberton Candler bought
the remaining interest of Walker and Dozier for$1,000.Therefore
Candler became the sole proprietor by May 1 1889.By the turn of the
century Candler became one of the wealthiest men in Atlanta and
Coke became one of the most famous soft drink in America.

The world has changed since pharmacist John Styth Pemberton first
introduced the refreshing taste of Coca Cola in Atlanta. The name and
the product means so many good things to millions of consumers
around the globe .Coca Cola products are served more than 705
million times per day, quenching the thirst of consumers of more than
195 countries in every climate.

MISSION, VISION & VALUES

Our mission, vision and values outline who we are, what we seek to achieve,
and how we want to achieve it. They provide a clear direction for our Company
and help ensure that we are all working toward the same goals.

Mission:
To Refresh the World...in body, mind, and spirit.
 To Inspire Moments of Optimism...through our brands and our actions.
To Create Value and Make a Difference...everywhere we engage.

Vision with clear goals:

People: Being a great place to work where people are inspired to be
the best they can be.
Planet: Being a responsible global citizen that makes a difference.
Portfolio: Bringing to the world a portfolio of beverage brands that
anticipate and satisfy peoples' desires and needs.
Partners: Nurturing a winning network of partners and building
mutual loyalty.
Profit: Maximizing return to shareowners while being mindful of
our overall responsibilities.

Values
Leadership: “The courage to shape a better future”
Passion: “Committed in heart and mind”
Integrity: “Be real”
Accountability: “If it is to be, it's up to me”
Collaboration: “Leverage collective genius”
Innovation: “Seek, imagine, create, delight”
Quality: “What we do, we do well”

OPERATIONS

Coke operations has been broken into six segments, the company
refers as the first five as strategic business units. This forms the basis
of internal financial reports. The heads of each SBU’s report it report
to chief operating officer who then reports it to chief executive officer
and chairman of board of directors.
NORTH AMERICA
Thirty percent and $6.3 billion of Coke’s worldwide revenues comes
from here.29% of worldwide unit cases volumes are sold

AFRICA
Four percent and $287 million of coke’s worldwide annual revenues
come from here. Coke’s African is divided into two divisions. North
and West Africa and Southern and East Africa. Coke products have
been bottled in Africa since 1929.

ASIA
Twenty four percent and $ 5 Billion of Coke‘s worldwide annual
operating revenues and 18% of worldwide unit cases volume. The
Asia business unit is divided into six divisions: China, India, Japan,
Philippines, and South Pacific and Korea, and Southeast and West
Asia. Coke products have been bottled in Asia since 1912.

EUROPE,EURASIA AND MIDDLE EAST

31% and 6.5 billion of Coke’s worldwide annual operating revenue
and 22% of worldwide unit case volume. This unit is made of seven
divisions. Central Europe and Russia, Eurasia and Middle east,
Germany and Nordic, Iberian, Italy and Alpine, north west Europe
and Southeast Europe and Gulf. Coke products have been bottled in
this region since 1919.

LATIN AMERICA
10% and $970 million of worldwide annual operating revenue and
25% of worldwide unit case volume. The Latin America business unit
has four divisions: Brazil, Latin centre, Mexico and South Latin.
Company products have been bottled in Latin America since 1906.
CORPORATE
1%and $223 million of worldwide annual operating revenue.

BRANDS OF THE COCA COLA COMPANY

The coca cola company owns four of the top five selling soft drink
brand in the world-COCA COLA, DIET COKE, FANTA and
SPRITE. Its other brands include, BARQ’S, FRUITOPIA, MINUTE
MAID, POWERADE and DASANI (TAP) WATER. Coke sells
CRUSH, Dr PEPPER and SCHWEPPES outside Australia, Europe
and North America. When it comes to bottle water, in addition to their
Dasani product, the company sells group Danone’s spring water
brands (Dannon and sparkletts) in the United States and markets and
distributes Group danone’s spring water Evian world wide. Coke sells
close to 400 drinks brand worldwide including coffee, juices, sports
drinks and teas in 200 countries.

Fabulous facts about coca cola

> Mexico and Iceland have the highest per capital consumption
of coca cola.
> coca cola translate in chinless means,” The make mouth happy”.
> Every second over 7,000 coca cola products are consumed.
> If all the coca cola ever produced were in 6 1 /2 oz bottles and
placed end to end they would wrap around the earth more than 11,863
times.
> The tallest coca cola bottling plants are in hongkong.the plant in
Ouray Bay is 17 floors and the plant in shatin is 25 floors.
> The bottling plant at the highest elevation in the world ids located in
Bolivia, at 12,000 feet.
> The world’s longest Coca cola truck is in Sweden. It is 79 feet long
with a four-aisle trailer.
> The best selling non – carbonated soft drink in Japan is product of
The Coca Cola Company named ‘GEORGIA’, a coffee flavored
beverage.
> Coca cola first crossed the Atlanta on board the Graf Zep pelin, the
German dirigible.
> The varsity restaurant in Atlanta, Georgia, has earned the distinction
of serving the highest volume of coca cola anywhere it dispenses
nearly 3 million servings of coca cola annually.
> If all the coca cola vending machines in the U.S. were stacked one
on top of each other, the pile would be over 3450 miles high.
Introduction of Soft Drinks
Soft drink is a non-alcoholic beverage either carbonated or non-
carbonated usually containing a sweetening agent, edible acids or
natural or artificial flavors. Soft drinks are so designed to distinguish
them from hard liquor or Spirits, Coffee, tea, milk, cocoa and
undiluted fruits and vegetable juices are not considered as Soft Drink.
.

Types of Soft Drink

Soft Drinks can be divided into two parts Viz,
 Carbonated Soft Drinks
  Non Carbonated Soft Drinks
.
The soft drinks which are not under pressure are termed as carbonated
soft drinks. These are packaged for sale in a variety of containers,
including glass bottles.

The soft drinks that are in pressure is known as Non-carbonated Soft

Drinks. This may be packaged in not only in bottles and cans but also
in treated carbonated cartoons.

Water is the key element in a soft drink. Water taken from municipal
sources, undergoes further processing both to ensure uniformity and
to remove solid matter color, chlorine and any other tastes or orders
that may be present. The Introduction of carbon dioxide protects the
carbonated beverages against spoilage, at the same time endowing it
with the characteristics effervescence and tangy taste. Sugar or other
sweeteners are dissolving or diluted with processed water and then
combined with flavoring substances, edible acids colorings and
sometimes preservation.

History of Soft Drinks

The first marketed soft drinks (non carbonated) appeared in the 17 th

century as a mixture of water and lemon juices sweetened with honey,
In 1676 The campaign de Lemonades of Paris were granted a
monopoly for the sale of lemonade soft drinks, Vendors would carry
the tanks of lemonade on their backs and dispensed cups of the soft
drinks to thirsty pedestrians. In late 1970s the people who plated great
role in the invention of Soft Drink were, William Hales, Josephs
Black David McBride, William Brown rigg, Henry Cavendish
Thomas Lane.
Mr. Thomas Henry an apothecary in Manchester England produced
Carbonated Water and made 12 gallons barrels using an apparent
based on Priest leys. The improvement in the manufacturing processes
has made great contribution in the develop mint of Soft Drink. The
great contribution in the world of soft drink made by Mr. John
Pemberton a Pharma sist in Atlanta when he invented Coca Cola the
first Cola drink in 1886. After 12 years i.e. in 1898 Caleb Bradham
invented Pepsi Cola and gave a new dimension in the soft drink
world.

Coca- Cola Company the largest soft drink company founded in 1892
and today engaged primarily the manufacturing and sale of syrup and
concentrate for Coca- Cola. The company was originated in 1886 by
an American pharmacist John S Pemberton at his Pemberton
Chemical Company, his bookkeeper, Frank Robinson choose the
name for the drink and penned it in the flowing script that became the
Coca- Cola trademark. Mr. Frank suggested the name Coca- Cola
because both the name Coca and Cola named of the ingredient. All the
two”C”s would look good in advertising New Coca- Cola is available
in 200 countries and territories. At the time of introduction in Coca-
Cola sold and 9 drinks a day but today it sales averages 800,000,000
per day around the world.

It has been a steady and confident journey to growth and success.

 1886 : Coca Cola sold for the first time marked as an Esteemed Braign
Tonic and Intellectual Beverages
 1886: John Pemberton Drink became known as Coca Cola.
 1887 : Pemberton’s “ Coca Cola Syrup & Extract “ registered trade
mark granted
 1891: Asa Candler acquired the Coca Cola Business for $ 2300.
 1893: Asa Candler registered the Coca Cola Company as Coca Cola
trade mark with U S patent office and paid his first Dividends On
Company’s Stock.
 1893 : The Trade mark “Coca Cola” first registered with the U.S. patent
office
 1899 : Coca Cola company signed its first agreement with an
Independent bottling company and sell Coca cola across the US ., which
was allowed to buy the Syrup and produced, bottle and distribute Coca
Cola drink.
 1913: The use of Cocaine in Coca Cola because controversial and Coca
Cola put “Spent Coca leaves “instead of Cocaine.
 1919: The Company sold to a group of investors for $25000000 led by
Atlanta business man Ernest Woodruff.
 1923: Wood ruff introduced six bottle cartoons.
 1929: Coca cola started too available through Vending machine.
 1933: Coca cola expanded its business into 44 countries.
 1934; Coca cola introduced Santa as Christmas Promotion.
 1936 : Coca cola celebrated 50 th anniversary
 1940: Coca cola was bottled in more than 45 countries
 1941: “COKE” first appeared in bottle.
 1945: Coke registered as a trademark in US patent office.
 1946: Minute Maid frozen orange juice concentrate was introduced.
 1946: Coca Cola Company purchased rights to the Fanta Soft Drink.
 1960: Fanta was introduced.
 1960: Coke can available for twelve once.
 1960: Company purchased Minute Maid Corporation and entered the
Citrus beverages market.
 1961: Company introduced the lemon – lime drink Sprite.1963 Company
introduced sugar free cola Tab.
 1963: TAB was introduced
 1964: Coca Cola company merged with Duncan Food Company
 1967: Coca Cola Company formed Coca Cola Company Food Division
from Minute Maid Company and Duncan Foods.
 1968 : Frozen Coca Cola Introduced
 !972: Mr. Pibb was introduced.
 1977: Coca Cola Contour was patented.
 1978: Two lit and plastic bottle of Coca cola Introduced.
 1979: Company purchased Columbia pictures a motion picture and
entertainment company
 1979: Diet Coke was introduced.
 1983: Caffeine free Coca Cola Diet Coke, TAB were introduced
 1985 Diet Fanta was introduced.
 1985: New Coke was introduced.
 1985: Coca cola introduced new product named Diet Coke. They put
forth 4 million dollar of research to come up with the new formula.
 1985: Coca Cola announced the flavor changes.
 1985 Plastic Can was introduced.
 1986: Coca Cola Enterprise Inc was formed from existing and acquired
bottling operation.
 1986: Coca Cola celebrated 100th Anniversary.
 1987: Minute Maid brand soft Drinks were introduced.
 1889: Diet Mello Yello was introduced.
 1990: Coffeign free Coca Cola classic and powerade introduced.
 1990: World of Coca Cola in Atlanta opened.
 1991: Blend of recycled and virgin plasyic bottles was introduced.
 1992: New Coke re named as Coke 11
 1992: Coca Cola was available in 195 countries and territories &
appeared in more than 80 languages
 1993: Coca Cola reentered in India.
 1993: A contour PET bottle was introduced.
 1993: Tab clear was introduced 1994: Fruitopia was introduced.
 1995: Coca Cola completes its acquisition of Barq’s Inc.
 1996: Coca Cola purchased Venezuela bottler.
 1997: 0.5 L contour bottler was intro duced
 1997: Surge was introduced.
 1997: Citra was introduced.
 1998: Coca Cola bought Cadbury Schweppes non US beverages business
in 155countries
 1998: Coca Cola Card prmotioned.
 2000: Coca cola and AOL signed multi year global strategic marketing.
 2000: Coca Cola online store cocoa-Colastre.com opened.
 2000: coca Cola bought Paraguay Refrescos.
 2000: Coca Cola launched new job website –coca-cola on campus.com.
 2001: Simply orange introduced.
 2001: Coca Cola introduced fountain.
 2001: Diet Coke Introduced.
 2002: Vanilla Coke was introduced.
  2003: coca Cola sponsored National Football League in India.
 2004: Coca Cola launched music down load site mycokemsic.com
 2005: Coca Cola with Lime Introduced.

Coca-Cola in India

Coca-Cola, the corporate nourishing the global community with the

worlds largest selling soft drink concentrates since 1886, returned to
India in 1993 after a gap of 16 years giving a new thumbs up to the
Indian Soft Drink Market. In the same year, the Company took over
ownership of the nation's top soft-drink brands and bottling network.
No wonder, our brands have assumed an iconic status in the minds of
the consumers.
Ever Since, Coca-Cola India has made significant investments to
build and continually consolidate its business in the country, including
new production facilities, waste water treatment plants, distribution
systems and marketing channels.
Coca-Cola India is among the countries top international investors,
having invested more than US$ 1 billion in India within a decade of
its presence and further pledged another US$ 100 million in 2003 for
its operations.
The Company has not only shacked up the Indian carbonated drinks
market, and given consumers the pleasure of world-class drinks to fill
up their hydration; refreshment & nutrition needs but has also been
instrumental in giving an exponential growth to job opportunities.

With virtually all the goods and services required to produce and
market Coca-Cola being made in India, the business system of the
Company directly employs approximately 6,000 people, and
indirectly creates employment for more than 125,000 people in related
industries through our vast procurement, supply and distribution
system.

The vast Indian operation comprises 25 wholly-owned- company-

owned bottling operations and another 24 franchisee-owned bottling
operations. That apart, a network of 21 contract-packers also
manufactures a range of products for the Company.

On the distribution front, 10-tonne trucks, open-bay three-wheelers

that can navigate the narrow alleyways of Indian cities constantly
keep our brands available in every nook and corner of even the
country’s remotest areas
Financial Statements

Balance Sheet
The Coca-Cola Company and Subsidiaries
Condensed Consolidated Balance Sheet
(UNAUDITED)
(In millions except par value)

March 28, 2008

ASSETS
CURRENT ASSETS
Cash and cash equivalents $
 6,199
Marketable securities 221
Trade accounts receivable, less allowances 3,500
Inventories 2,447
Prepaid expenses and other assets 2,521
TOTAL CURRENT ASSETS 14,888

INVESTMENTS
Equity method investments:
Coca-Cola Enterprises Inc. 1,661
Coca-Cola Hellenic Bottling Company S.A. 1,571
Coca-Cola FEMSA, S.A.B. de C.V. 1,065
Coca-Cola Amatil Limited 836
Other, principally bottling companies and joint
ventures 2,440
Cost method investments, principally bottling
companies 549
TOTAL INVESTMENTS 8,122

OTHER ASSETS 2,702

PROPERTY, PLANT AND EQUIPMENT — net 8,675
TRADEMARKS WITH INDEFINITE LIVES 5,323
GOODWILL 4,334
OTHER INTANGIBLE ASSETS 2,960

$
TOTAL ASSETS 47,004

LIABILITIES AND SHAREOWNERS' EQUITY

CURRENT LIABILITIES
$
Accounts payable and accrued expenses 7,805
Loans and notes payable 7,285
Current maturities of long-term debt 130
Accrued income taxes 368
TOTAL CURRENT LIABILITIES 15,588

LONG-TERM DEBT 3,259

OTHER LIABILITIES 3,287
DEFERRED INCOME TAXES 1,838

SHAREOWNERS' EQUITY
Common stock, $0.25 par value; Authorized — 5,600
shares 880
Capital surplus 7,662
Reinvested earnings 36,843
Accumulated other comprehensive income 1,199
Treasury stock, at cost (23,552)
TOTAL SHAREOWNERS' EQUITY 23,032
 TOTAL LIABILITIES AND SHAREOWNERS' $
EQUITY 47,004

Cash Flow Statement

The Coca-Cola Company and Subsidiaries

Condensed Consolidated Statement of
Cash Flows
(UNAUDITED)
(In millions)

Three Months
Ended
March 28, 2008

OPERATING ACTIVITIES
Net income $ 1,500
Depreciation and amortization 307
Stock-based compensation expense 75
Deferred income taxes (8)
(122
Equity income or loss, net of dividends )
(18
Foreign currency adjustments )
Gains on sales of assets, including bottling interests (8)
Other operating charges 78
Other items 11
(695
Net change in operating assets and liabilities )
Net cash provided by operating activities 1,120

INVESTING ACTIVITIES
Acquisitions and investments, principally beverage and
(238
bottling companies and trademarks )
(42
Purchases of other investments )
Proceeds from disposals of other investments 97
(386
Purchases of property, plant and equipment )
Proceeds from disposals of property, plant and equipment 14
Other investing activities (2)
(557
Net cash used in investing activities )

FINANCING ACTIVITIES
Issuances of debt 3,204
(1,825
Payments of debt )
Issuances of stock 316
(254
Purchases of stock for treasury )
Net cash provided by financing activities 1,441

EFFECT OF EXCHANGE RATE CHANGES ON

CASH AND CASH EQUIVALENTS 102

CASH AND CASH EQUIVALENTS

Net increase during the period 2,106
Balance at beginning of period 4,093
Balance at end of period $ 6,199
Income Statement

The Coca-Cola Company and Subsidiaries

Condensed Consolidated Statement of
Income
(UNAUDITED)
(In millions except per share data)

Three Months Ended

March 28, 2008

$
NET OPERATING REVENUES 7,379

Cost of goods sold 2,624

GROSS PROFIT 4,755

Selling, general and administrative expenses 2,803

Other operating charges 78

OPERATING INCOME 1,874

Interest income 65

Interest expense 117

Equity income — net 137

(
Other income (loss) — net 11)

INCOME BEFORE INCOME TAXES 1,948

Income taxes 448

$
NET INCOME 1,500

$
BASIC NET INCOME PER SHARE 0.65

$
DILUTED NET INCOME PER SHARE 0.64

$
DIVIDENDS PER SHARE 0.38

AVERAGE SHARES OUTSTANDING 2,322

Effect of dilutive securities 29

AVERAGE SHARES OUTSTANDING ASSUMING

DILUTION 2,351
 Coca Cola Company in Patna

Coke Began Its Operation in Patna unit on 4th of September 1998 by

taking over the plant from Franchise Bottler-Orient Beverages
Limited. it is located at E-1,Industrial Area,Patliputra,Patna just 3
Kms.away from the banks of river Ganga.

The plant is spread over an area of 1.7 acres and houses the most
sophisticated machinery to produce Coca-Cola and many other brands
marketed by the company. The Plant can produce around 20,000 case
of soft drink per day and employs over 120 employees.
 EXECUTIVE SUMMARY
The study of Business Management could never be complete without
the actual experience which brings reality to classroom learning. So
SMS also provided me the opportunity to go out in the field & get
hands on experience of “What marketing is all about?”

As part of Summer Training at Hindustan Coca – Cola Beverages Pvt.

Ltd., where I was assigned the project “Enhancing Profitability by Bill
Buster Programme of Coca – Cola with special reference to Hindustan
Coca – Cola Beverages Pvt. Ltd., Patna.”

Also apart from it, I also wanted to be part of other important

activities of the company in order to enhance my ‘skills &
knowledge.’

By seeing my ‘zeal & keenness’, company do allow me to be part of

the following:
  New product Launching activity (Free Sampling of Minute
Maid Pulpy Orange).
 Hardcore selling of Coca – Cola soft drinks (all brands).
 Different sales & marketing activities.

INTRODUCTION
Coca-Cola serves in India as most the recalled brands across the
world including names such as Diet Coke, Sprite, Fanta, Thums up,
Limca, Mazza and Kinley.We are partners with leading customers.

The business system of company in India is directly related to

Hindustan Coca Cola Beverages Private Limited (HCCBPL).The vast
Indian operation comprises 25 companies owned bottling operation
and 24 franchises owned bottling operation. The company owned
bottling arm of Indian operation, HCCBPL is responsible for the
manufacture, sale and distribution of beverages across the country.

Project assigned to me at HCCBPL:

Title of the project is ENHANCING PROFITABILITY BY SALES

PROMOTION: A CASE STUDY ON BILL BUSTER PROGRAMME OF
COCA COLA. This project was assigned to me and I have to visit
restaurants and various outlets across the Patna town. I have to
convince owner of the restaurant or retail outlet to start the
promotional scheme in their restaurant which will be helpful in
increasing the profitability of the respective restaurant. This scheme
was for only those retailers who well selling coca cola products in
their respective outlets.

Uniqueness of this project:

 It was only for selected retailers who were not doing very good
business.
 This promotional scheme was developed to create trust between
retailers and coca cola Company.
 To increase the awareness the awareness about this promotional
scheme all types of the promotional scheme will be provided by
the company.

OBJECTIVE
This promotional scheme is considered as long term project. This
means that retailer can see the profitability clearly only if he is
running this promotional scheme for minimum two months.

The main objective of this project is –

 To increase the sale of the coca cola products.

 To increase the profitability of the concerned outlet.
 Creating strong bond of trust between the owner of the restaurant
and the coca cola company.
 To increase the number of customers in the concerned outlets and
restaurants.
 RESEARCH METHODOLOGY

The basic need of any reason is data and method of colleting it. Data
is an information on basis of which inferences are drawn therefore
data becomes a very important factor to research study. The main
purpose behind framing the methodology is to describe the research
procedure.

The population under this study is mainly comprised of the retailers

and the wholesale distributors.

The areas where the study was conducted, in the jurisdiction of the
wholesale distributors.

Since, I interviewed all the retailers; it is a complete enumeration, not

a sampling.

Tools used for collecting data were questionnaire method. This was
the most important source of primary data.
Secondary data like the company profile, history, products details and
other facts and figures etc. were collected from data supplied by the
Route Executive, internet, books and papers. Moreover internet was
one of the major sources of secondary data.

FINDINGS & INTERPRETATION

Number of Outlets Selling Coca Cola Products Only

OUTLETS SELLING COCA COLA PRODUCTS

ONLY Chart Showing
Percentage of
Outlets Selling
Coca Cola
Yes products only
36%

No
Table 1
No. of outlets selling
64% Coca Cola products
only
Yes 36
No 64
Table Showing
Percentage of
Outlets Selling
Coca Cola products only

Conclusion
 -- 36% of the outlets surveyed said that they were selling Coca Cola products only
-- 64% of the outlets surveyed said that they were selling other brands also

Age Group of Potential Customers

AGE BREAKUP OF POTENTIAL CUSTOMERS

Above 40 years Under 15 years

19% 13%

25-40 years
20%
15-25 years
48%

Chart Showing Age Breakup of Potential Customers

Table 2
Age Number
Under 15 years 13
15-25 Years 48
25-40 Years 20
Above 40 Years 19
Table Showing Age Breakup of Potential Customers

Conclusion
The outlets surveyed said that nearly 60% of their customers were less than 25 years old
Average Number of Customers in a Day

AVERAGE NO. OF CUSTOMERS IN A DAY

35 32
29
30
25
20 18

15 12
9
10
5
0
less than 50 50-100 100-150 150-200 more than 200

Chart Showing Average Number Customers visiting an outlet in a Day

Table 3
Customers Number
Less than 50 32
50-100 29
100-150 18
150-200 12
More than 200 9
Table Showing Average Number Customers visiting an outlet in a Day

Conclusion
61% of the outlets received less than 100 customers in a day
39% of the outlets received more than 100 customers in a day
Average Bill of Customers

AVERAGE BILL OF CUSTOMERS

35
30
30 27
25 21 22
20
15
10
5
0
less than Rs 50 Rs.50-75 Rs.75-100 above Rs 100

Chart Showing Average Bill of Customers visiting an outlet in a Day

Table 4
Average Bill Number
Less than Rs 50 27
Rs 50-75 21
Rs 75-100 30
Above Rs 100 22
Table Showing Average Bill of Customers visiting an outlet in a Day

Conclusion
78% of the customers had a bill of less than Rs 100 and 22% of the customers had a bill of
more than Rs 100
Type of Food preferred with Coca Cola products

TYPE OF FOOD PREFERRED WITH COCA COLA

PRODUCTS

All of the Above

Italian 4%
26% Chinese
42%

North Indian
South Indian
15%
13%

Chart showing type of food preferred with Coca Cola Products

Table 5
Type of food Number
Chinese 42
South Indian 13
North Indian 15
Italian 26
All of the Above 4
Table Showing type of food preferred with Coca Cola products

Conclusion
Chinese was the most preferred type of food and South Indian was the least preferred type of
food with Coca Cola Products
E&D Outlets willing to adopt Bill Buster Strategy

E&D outlets willing to adopt Bill Buster Strategy

No
29%

Yes
71%

Chart showing the percentage of outlets willing to adopt bill buster strategy

Table 6

Table showing the number of outlets willing to adopt bill buster strategy

Conclusion
71% of the outlets surveyed said that they were willing to adopt Bill Buster Strategy whereas
29% of the outlets were not willing to adopt Bill Buster strategy
 Preferred Quantity for the Scheme

Preferred Quantity for the Scheme

60

50

40

30

20

10

0
200 ml bottle 300 ml bottle Glass

Chart showing preferred quantity for the scheme

Table 7
mber

Table showing preferred quantity for the scheme

Conclusion
55% of the respondents said that they preferred to serve in glasses for running the scheme
 Demand for Combo Packs

Demand For Combo Packs

Can't Say
15%

No Yes
27% 58%

Chart Showing the Demand for Combo Packs

Table 8
d for Combo Packs Number of Respondents
58
27
ay 15
Table Showing the Demand for Combo Packs

Conclusion
Nearly 60% of the respondents surveyed said that there would be demand for Combo Packs
15% of the respondents were undecided about the demand for Combo Packs
 MOST IMPORTANT FACTOR FOR SUCCESS OF BILL BUSTER
STRATEGY

MOST IMPORTANT FACTOR FOR SUCCESS OF

SCHEME

60 55
50
40
31
30
20 12
10 2
0
Communication Add Ons Training to the Crew Regular Supply
Material

Chart showing the most important factor for success of Bill Buster Strategy

Table 9
r Success of Strategy Number
ication Material 55
31
ning 02
Supply 12
Table showing the most important factor for success of Bill Buster Strategy

Conclusion
The E&D outlets surveyed were of the opinion that Communications Material and Add Ons
were the most important factor for success of Bill Buster Strategy.
Training to the crew was rated as the least important factor
Frequency of visiting Restaurants in a week

Frequency of visiting restaurants in a week

40 37
35

30

25 23
21
20

15
11
10 8

0
Daily thrice tw ice once occassionaly
Chart showing the frequency of visiting restaurants in a week

Table 9
Frequency of visit in a week Number
Daily 21
Thrice 11
Twice 8
Once 37
Occasionally 23
Table showing the frequency of visiting restaurants in a week

Conclusion
21% of the respondents said that they visited restaurants daily whereas 37% of the
respondents visited restaurants once in a week
Preference of Coca Cola products with food items

Preference of Coca Cola products with food items

No
47%

Yes
53%

Chart showing the preference of Coca Cola products with food items

Table 10
Response Number
Yes 53
No 47
Table showing the preference of Coca Cola products with food items

Conclusion
53% of the respondents preferred to have Coca Cola products with food items
Quantity Preference for Combo Packs

Quantity preference for Combo packs

Glass 63

Cans 5

300ml 12

200ml 20

0 10 20 30 40 50 60 70
Chart Showing the Quantity preference for Combo Packs

Table 11
Quantity Preferred Number
Glass 63
Cans 5
300 ml 12
200 ml 20
Table Showing the Quantity preference for Combo Packs

Conclusion
More than 60% of the respondents preferred to have Coca Cola Products in a Glass with food
items
Type of Company preferred for visiting Restaurants

Type of company preferred for visiting restaurants

13%
25%

Alone
Couple
Friends
27%
Family

35%

Chart showing the type of company preferred for Visiting Restaurants

Table 12
Type of Company Number
Alone 13
Couple 27
Friends 35
Family 25
Table showing the type of company preferred for Visiting Restaurants

Conclusion
More than 80% of the respondents visited restaurants with family and friends. Only 13% of
the respondents visited restaurants alone.

Amount Spent per person on food items

 Amount spent per person on food items

40
34
35
30
30
25 22

20
14
15

10

0
less than Rs 50 Rs 50-75 Rs 75-100 Above Rs 100
Chart showing the amount spent per person on food items

Table 13
Amount Spent Number
Less than Rs 50 34
Rs 50-75 22
Rs 75-100 30
Above Rs 100 14
Table showing the amount spent per person on food items

Conclusion
34% of the respondents spent less than Rs 50 on food items and 14% of the respondents spent
more than Rs 100 on food items

Type of food preferred with Coca Cola Products

 Type of food preferred with Coca Cola products

All of the above 3

Italian 26

North Indian 6

South Indian 9

Chinese 56

0 10 20 30 40 50 60
Chart showing the type of food preferred with Coca Cola Products

Table 14
Type of Food Number
Chinese 56
South Indian 9
North Indian 6
Italian 26
All of the Above 3

Conclusion
Chinese was the most preferred food with Coca Cola products as 56% of the respondents like
to have Coca Cola products with Chinese food

Preference for Coca Cola Products at a Discounted Price

 Preference for Coca Cola at a discounted price

24%

Yes
No

76%

Chart showing the preference of Coca Cola Products at a discounted Price

Table 15
Response Number
Yes 76
No 24
Table showing the preference of Coca Cola Products at a discounted Price

Conclusion
76% of the respondents preferred Coca Cola Products at a Discounted Price with food items

Results after Implementation of Bill Buster Strategy

MOTI DHABA

M O TI D H A B A

90

80

70

60

50

40

30

20

10

0
23 /05 /0 8 27 /0 5/08 31 /0 5/0 8 4 /6/20 08 8/6/2 00 8 1 3/6/08 17 /0 6/08 2 1/06 /0 8 25 /0 6/08
Chart showing the increase in Net Profits per day at Moti Dhaba after
adoption of Bill Buster Strategy

Conclusion
The Net Profits at Moti Dhaba increased by 2.17% after
implementation of Bill Buster Strategy

SURUCHI, BIRLA MANDIR

 S URUCHI, B IRLA M A NDIR

160

140

120

100

80

60

40

20

0
23/05/08 27/05/08 31/05/08 4/6/2008 8/6/2008 13/6/08 17/06/08 21/06/08 25/06/08
Chart showing the increase in Net Profits per day at Suruchi, Birla,
Mandir after adoption of Bill Buster Strategy

Conclusion
The Net Profits at Suruchi,Birla Mandir increased by 5.2% after
implementation of Bill Buster Strategy

SURUCHI, PATNA CITY

 S UR UC HI, P A TN A C ITY

100

90

80
70

60

50

40

30
20

10

0
23/05/08 27/05/08 31/05/08 4/6/2008 8/6/2008 13/6/08 17/06/08 21/06/08 25/06/08
Chart showing the increase in Net Profits per day at Suruchi, Patna
City after adoption of Bill Buster Strategy

Conclusion
The Net Profits at Suruchi, Patna City increased by 5.39% after
implementation of Bill Buster Strategy

AMRAPALI
 A M RA P A LI

90
80
70
60
50
40
30
20
10
0
2 3 /0 5 /0 8 2 7 /0 5 /0 8 3 1 /0 5 /0 8 4 /6 /2 0 0 8 8 /6 /2 0 0 8 1 3 /6 /0 8 1 7 /0 6 /0 8 2 1 /0 6 /0 8 2 5 /0 6 /0 8
Chart showing the increase in Net Profits per day at Amrapali after
adoption of Bill Buster Strategy

Conclusion
The Net Profits at Amrapali increased by 1.24% after implementation
of Bill Buster Strategy

SETAL CHAYA
 S E TA L C H A Y A

40

35

30

25

20

15

10

0
2 3 /0 5 /0 82 7 /0 5 /0 83 1 /0 5 /0 84 /6 /2 0 0 88 /6 /2 0 0 8 1 3 /6 /0 8 1 7 /0 6 /0 82 1 /0 6 /0 82 5 /0 6 /0 8
Chart showing the increase in Net Profits per day at Setal Chaya after
adoption of Bill Buster Strategy

Conclusion
The Net Profits at Setal Chaya increased by 1.37% after
implementation of Bill Buster Strategy

FRESH N FRY, GANDHI MAIDAN

 F R E S H N F R Y , G A N D H I M A ID A N

10 0
90
80
70
60
50
40
30
20
10
0
2 3 /0 5 /0 8 2 7 /0 5 /0 8 3 1 /0 5 /0 8 4 /6 /2 0 0 8 8 /6 /2 0 0 8 1 3 /6 /0 8 1 7 /0 6 /0 8 2 1 /0 6 /0 8 2 5 /0 6 /0 8
Chart showing the increase in Net Profits per day at Fresh n Fry,
Gandhi Maidan after adoption of Bill Buster Strategy

Conclusion
The Net Profits at Fresh n Fry, Gandhi Maidan increased by 3.76%
after implementation of Bill Buster Strategy

Suggestions
 In the preliminary stage, the promotion must draw attention to our
Combo Packs. Radical advertisement will make people look up with
curiosity. Radio Mirchi is an option worth contemplating.

 Word of mouth publicity is the best in the product industry. It’s free!
Satisfied customer themselves will brand ambassadors for us.

 Flyers & pamphlets can be distributed in restaurant and other hang

out in the city. They can even be inserted in newspaper and
magazines

BIBILLIOGRAPHY
Marketing Management by Philip Kotler

www.coca-cola.com

www.the-cocacolacompany.com

www.opppapers.com

Questionnaire

Hindustan Coca Cola Beverages Pvt. Ltd Patna

 E&D Outlets Survey for
Acceptance of bill Buster
The basic aim of this survey is to measure the acceptance of this concept among E&D outlets..
Job no. Bill Buster Date: / /
Outlet’s Name:

Location: ---------------------------------

City: ---------------------------------------

Mobile: ------------------------------------

1) Do you sell Coca Cola products only?

Yes No

2) Which age group are the potential consumers?

Under 15 15-25 25-40 above 40

3) What is the average food fall of the customer?

Less then 50 50-100 100-150 150-200 above 200

4) What is the average bill?

Less then Rs. 50 Rs. 50-75 Rs. 75-100 above Rs. 100

5) What kind of food items customer prefer the most with Coca Cola product?

Chinese South Indian North Indian Italian

All of them

6) Would you like to increase your average bill by selling the Coca cola product at
subsidized rate?

Yes No

7) If yes, at what quantity would like to run this scheme?

200ml 300ml Glass

8) Demand for combo pack?

 Yes No Can’t say

9) What kind of assistance you want from the company?

Communication material
Add-on
Training of the crew
Regular supply

10) Any suggestion for the success of this scheme?

Hindustan Coca Cola Beverages Pvt. Ltd Patna

Consumer Survey for

Acceptance of bill Buster
The basic aim of this survey is to measure the acceptance of this concept among
Consumer.
Job no. Bill Buster Date: / /

Respondent’s Name:

Academic: -------------------------------------

City: --------------------------------------------

Mobile No: -------------------------------------

Sex: Male Female Age: _________

1) How frequently (in a week) you visit restaurants?

Daily Thrice Twice Once Occasionally

2) Would you prefer the Coco Cola products with food item?

Yes No

3) In What quantity would you like to consume Coca Cola products while eating at
restaurants?

200ml 300ml Cans Glass

4) With whom you prefer to visit the restaurant?

Alone Couple Friends Family

5) How much you spend (per person) on food item?

Less Rs. 50 Rs. 50-75 Rs. 75-100 more than Rs. 100

6) What kind of food items customer prefer the most with Coca Cola product?

Chinese South Indian North Indian Italian

7) Would you prefer Coca Cola at subsidized rate?

Yes No