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SUMMER INTERNSHIP
In
HINDUSTAN COCA COLA BEVERAGES PRIVATE LTD., JAMMU

PROJECT ON

BUSINESS EXECUTION

DEVELOPMENT

BY

RIGHT

COMPANY GUIDE- Mr. FACULTY GUIDE- Mr.

DAVINDER SACHDEVA 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 PARENTS in the absence of whom this work could never be possible.

DECLARATION

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I RISHAB MEHTA S/o Sh. SUSHIL MEHTA hereby declare that this project report titled Business Development by Right Execution, is an authentic work done by me as a part of my MBA program. It is not a duplicate work or readymade assignment of other persons work.

On being proved so I myself will be liable for consequences.

RISHAB MEHTA
(MBA IIIrd SEM)

TABLE OF CONTENTS

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Chapter I: Company Profile Chapter II: Timeline of Coca Cola Company Chapter III: Competitive rivalry Chapter IV: Product Profile Chapter V: Slogans & Taglines Chapter VI: Business development by right execution Chapter VII: Objectives, Work Done, Recommendations Chapter VIII: Data Interpretation and Findings Chapter IX: SWOT Analysis Chapter X: References

6 20 30 34 46 50 57 60 67 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 & bett r ways of addressing industrial e objectives.

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 th 50 billion beverage servings of all an 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 Trades as

Public NYSE:KO , Dow jones Industrial Average component

Industry Founded

Beverage 1892

Headquarters Atlanta, Georgia, United States Area Served Key People Products Employees Website Worldwide Muhtar Kent(Chairman and cEO) Coca Cola, Carbonated Soft Drinks, Water 139,600 (2010) www.coca-colaindia.com, www.coca-cola.com

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

42% in the United States 37% in Mexico,India, Brazil, Japan and the People's Republic of China 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 worlds largest beverage company. Along with Coca -Cola, recognized as the worlds most-valuable brand, the Company markets four of the worlds 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 worlds largest beverage distribution system, consumers in more than 200 countries enjoy The Coca-Cola Companys beverages at a rate exceeding 1.6 billion servings each day. Coca-Cola in India is the countrys 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 - The Coca-Cola Company exists to benefit and refresh everyone that it touches. This basic proposition entails that the Companys business should refresh the markets, protect, preserve and enhanc the e 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 stuctures in r 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 Wes Bengal in partnership with t 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 y y

To refresh the world... To inspire moments of optimism and happiness... 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 y

People: Be a great place to work where people are inspired to be the best they can be Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs

Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value

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

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

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 y y y y y y

Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, its up to me Passion: Committed in heart and mind Diversity: As inclusive as our brands Quality: What we do, we do well

Focus on the Market

y y y y y

Focus on needs of our consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious

Work Smart
y y y y y

Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently

Act Like Owners

y y y y

Be accountable for our actions and in actions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -- what worked and what didnt

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 and distribution network, which we call the Coca-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 CocaCola 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 Companyowned 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 pe ple in o 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 in which we operate is even greater. Atul Singh, President & CEO, India and South West Asia leads the Companys operations in India, Nepal, Bhutan, Bangladesh, SriLanka and Maldives. In our journey to become a profitable, sustainable growth company, our mana gement 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-Colas operations in India, Sri Lanka, Bangladesh, Bhutan, Nepal and the Maldives.

Under his stewardship, Coca-Colas 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 (19951998), 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 A MCHAM India. He is also the current Chairman of the Rural Development Committee of Confederation of Indian Industry (CII) having earlier chaired CIIs National Committee on Environment and National Committee on CSR. He continues to lead the Sports Committe of Federation of Indian e Chambers of Commerce and Industry (FICCI), as its Chairman. Atul is also a member of the Advisory Board of AIESEC, the worlds largest run student organization and a member of the Young Presidents Organization, a global body dedi ated to creating Better Leaders c 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 Kelloggs Business School, Indian School of Business, Hyderabad and Singapore Management University. He has addressed several sessions for CI I 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. Xaviers College of Kolkata, India from where h e 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 CocaCola Companys 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 distri ution b 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 bottle independently develop rs 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 uni of output of t 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 an 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 enterpriss e 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 Companys business should refresh the market; enrich the workplace; protect and preserve the environment; and stre ngthen 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 CocaCola 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 CocaCola India Foundation.

CORPORATE GOVERNANCE Coca-Cola India operations are fully integrated into the governance structure of The CocaCola 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 t eir inputs to further refine our strategy h 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 strateg ies, 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 thre to e four times a year and reviews the performance of the Company. It also guides our Companys management on various operational and environmentrelated 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 provid active leadership on e 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 Honorar Advisor to the Center for y 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 Coca-Cola was registered with the U.S. Patent and Trademark office in 1893 followed by Coke in 1945. The unique contour bottle, familiarto 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 worlds favourite soft drink, Coca-Cola, is also the worlds best known and most admired trademark, recognized by more than 90 percent of the worlds 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 behavi ours 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 CocaCola 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: There are two important things we heave to do; (1) (2) Enhance the Coca-Cola trademark and Satisfy customer needs and expectations.

The Customer is always right Both trademark enhancement and customer satisfaction are extremely critical to our business. Manage change or change manages you. Business is all about survivors. These quotes illustrate the importance of adaptability in the continuing history of th e Coca-Cola system. As history has shown, those who adapt survive. Think global, act local. Our approach to marketing is called the Multi 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. A descent thing honestly made Our products are quality products and our system upholds stan dards for honesty in our business endeavors. Coca-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.

Chapter-II

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.

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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 found brilliant 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 CocaCola 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 CocaCola in bottles. He sent 12 of them to Candler, who responded without enthusiasm. De spite 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, Benjamin F. 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. Advertisng focused on the i 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 CocaCola, -

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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 Coc a-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 home or 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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Woodruffs 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 CocaCola 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, CocaCola found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey and more.

Page 26 of 70

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 numerous U.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 lowcalorie drink in the world, second in success only to Coca-Cola.

Page 27 of 70

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 new 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

Page 28 of 70

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 Fresco lita. 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 worlds 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

Chapter-III

Page 30 of 70

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 e merged 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 from selling carbonated/colored/sweetened water for over 100 years, Co and Pepsi had emerged ke 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 Aspertame and 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 Pepsis 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 a y n 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

Page 33 of 70

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 being hijacked. 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.

Chapter-IV

Page 34 of 70

Product Profile
COCA COLA
Coca-Cola is the most popular and highest-selling soft drink in history, as well as the bestknown 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 made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. Cans 300 ml, 330ml RGB 200 ml,300 ml,330 PET 350 ml,400 ml, 500 Fountain Glass Various sizes

Page 35 of 70

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

Page 36 of 70

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. Cans 300 ml, 330ml RGB 200 ml,300 ml,330 ml PET 350 ml,400 ml, 500 ml, 600 ml, 1250 ml, 1500 ml, 2000 ml, 2250 ml Fountain Glass 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.

Page 37 of 70

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. Cans 300 ml, 330ml RGB 200 ml,300 ml,330 ml PET 350 ml,400 ml, 500 ml, 600 ml, 1250 ml, 1500 ml, 2000 ml, 2250 ml Fountain Glass 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". Cans 300 ml, 330ml RGB 200 ml,300 ml,330 ml PET 350 ml,400 ml, 500 ml, 600 ml, 1250 ml, 1500 ml, 2000 ml, 2250 ml Fountain Glass Various sizes

Page 38 of 70

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". Cans 300 ml, 330ml RGB 200 ml,300 ml,330 ml PET 350 ml,400 ml, 500 ml, 600 ml, 1250 ml, 1500 ml, 2000 ml, 2250 ml Fountain Glass 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 mangoesanytime, 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 200 ml, 250ml PET 250m ml, 400 ml, 500ml, 1.2 l Pocket Pack 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 1945 when 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 a refreshing 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 400 ml, 1L RGB 200 ml Tetra Pack 200 ml

Page 42 of 70

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 ov a short er 10 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

Page 43 of 70

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 purity of 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 200 ml, 300 ml

PET 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 250 ml (250ml) Tonic Water 25o ml Ginger Ale 250 ml Soda Water 250 ml(RGB)

Georgia Gold Quality Coffee & Tea from the CocaCola 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.

Chapter-V

SLOGANS and TAGLINES

Following are slogans and taglines that have been used to Advertise Coca Cola over the years. S.No. 1 2 3 4 5 6 7 Delicious and refreshing Thirst knows No reason. Around the corner from everywhere The Pause that Refreshes Ice cold Sunshine The Best Friend thirst Ever Had Coca-Cola goes along Slogans

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8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25

Where There s Coke There s Hospitality Coca-Cola Makes Good things taste better Be Really refreshed Things Go Better with Coke It s the Real Thing I d like to Buy the World A Coke Coke Adds Life Have a Coke and a Smile Coke is it! When Coca-Cola is a Part of your Life, you can t beat the feelings Can t beat the feelings Can t beat the Real Thing Always Coca-Cola Jo Chaho Ho Jay Coca Cola Enjoy! Life Ho to Aisi! Coca-Cola Thanda Matlab! Coca-Cola Thande Ka Tadkaa! Coca-Cola Sab Ka Thanda Ek! Coca-Cola

Page 48 of 70

26 27

Little drops of joy 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.

Page 49 of 70

Organisational Chart of Hindustan Coca Cola Beverages Pvt. Ltd.

Chapter-VI

Page 50 of 70

BUSINESS DEVELOPMENT BY RIGHT EXECUTION

My project is Business 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 Company to 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, company success further depends on the ability of their people by execute effectively e very 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, .

Page 51 of 70

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

Page 52 of 70

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

Page 53 of 70

Diamond Gold Silver Bronze

800-1499 C/s per year 500-799C/s per year 200-499C/s per year <200C/s per year

RED Scoring Sheet

Page 54 of 70

Market Segmentation Model

 Channel Cluster

Page 55 of 70

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. Generally accessible 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 HighThose outlets where low-income customer comes.

 Medium- Those outlets where medium income customer comes. Those outlets where high-income customer comes.

Cooler Specification:
Different sized visi coolers of Coca cola are available. They are

Page 56 of 70

1-4 Casers 2-7 Casers 3-9Casers 4-15 Caser 5-20 Caser 6-30 Caser

Cooler Allotment Criteria

Channel Income Class Category Diamond/Gold Coolers Alloted 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 Grocery Grocery E&D1/E&D2 E&D2 E&D2 E&D2 E&D2 E&D2 Low/Medium/High High/Medium Low Low/Medium/High Low High/Medium Low High/Medium Low Silver Bronze Bronze Bronze Diamond Gold Gold Silver Silver 7 C/S, 9 C/S 4 C/S, 9 C/S 4 C/S, 7 C/S 4 C/S, 7 C/S 15 C/S 9 C/S, 15 C/S 9 C/S 7 C/S, 9 C/S 7 C/S

Grocery/E&D1/E&D2 High/Medium

Page 57 of 70

Chapter-VII

Objectives of the Project

y y y y To identify distribution issues To increase the RED scores of the outlets How sales depend upon activation elements 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

Page 58 of 70

y y

Checked whether visi-cooler is present in prime position or not Attached Price communication slips on the visi-coolers which do not have them already

y y

Took orders from the outlets on Ghagwal Highway and Samba Educated retailers about the ways to increase RED score of their outlets (selling defined brands for their respected outlets)

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 y Enough activation elements are not present at the outlets 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 company y There are lot of stabiliser malfunctioning problems, tube light problems and cooling problems regarding visi colers y y Performance of Minute Maid Pulpy Orange is not up to the mark 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

Page 59 of 70

Recommendations & Suggestions

y y y Team of engineers should be made for timely repairing of the faulty coolers Faulty stabilisers should be replaced or repaired 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 y y More Schemes or benefits should be introduced Timely distribution and delivery of the soft drinks to ensure customer satisfaction 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 y Executives who achieve or cross their sales target should be rewarded 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 th retailers in e time y Complaint handling should be improved and complaints already lodges must be dealt in time y y Company should gather information regarding offerings by its competitors Schemes should be given to boost the sales of Minute Maid Pulpy Orange

Page 60 of 70

Chapter-VIII

DATA INTERPRETATION AND FINDINGS

T tal RED Outlet

300
2 0 200 1 0

100
133 4

Bari Brahmana
120 100 80

60 40
56

4
0

Racks Present

Total Grocery Outlets

20

29

GSB/Flex Boards

Pure

Total Outlets

Ra k Pr nt

T tal Gr r Outl t

/Fl x ard

283 Total RED Outlets

48

Pur

T tal Outl t

102

Bari Brahmana

Page 61 of 70

Samba
140
120 100

80 60
40 52

130
Samba

20
0 7 Total Grocery Outlets

10 GSB/Flex Boards Pure Total Outlets

0
Racks Present

Vijayp r
60

40 0

20
25 10 0

 

51

Vijaypur

0 Racks Present

7 Total Grocery Outlets

8 GSB/Flex Boards Pure Total Outlets

Page 62 of 70

Channel

T2

Ca egory

9 43

28

Bronze Silver

Gold Diamond

203

 
Convenience

E&D 1 Or 2

146


Grocer

Page 63 of 70

Availability Elements

300
5

250

85

200
150

71
5 5 4

58

50

49

56
146 129 96 95
2

100 50 11
22
16

28
35

113

72

18

25

29

36

20

24

36

42

48

T2 E&D 1 & 2
Convenience Grocery

Bari Brahmana
Date 04-06-2011 06-06-2011 07-06-2011 08-06-2011 09-06-2011 20-06-2011 21-06-2011 23-06-2011 24-06-2011 29-06-2011 30-06-2011 Total Area Visi-cooler Total Availability Total Activation Total NPD/Activation Total BB city & Bishn 15.4 56.64 8.57 3.2 83.81 BB city 16 47.5 8.5 2 74 BB City 15.8 52.3 8.26 2.2 78.56 Highway & BB 16.4 58.2 10.18 3.8 88.58 Raya Morh & B 17.1 51.5 9.25 2.7 80.55 Telli Basti & BB 17.6 50.2 7.353 2.4 77.553 BB-Sarore 15.5 45.2 7.35 2.8 70.85 Smailpur 12.4 51.5 8.14 2.1 74.14 BB City 16 63.2 9 4.5 92.7 Parmandal 15.5 49.8 7.727 1.8 74.827 Telli Basti & BB 19.2 54.7 6.667 1.3 81.867 16.08181818 52.79454545 8.272454545 2.618181818 79.767

Page 64 of 70

Samba
Date

o ag

Vijaypur
Date
SfP g sS Sf S g T g efS ef Td S d Qfe d Q g eQ Q d Ra` X QQP RSPR T tT v u Y WV U `ir p i QQP RSPRPQ T V Vq h c`b a` YX QQP RSPRQP T WV U

Total

15.33333333

44.53333333

7.533333333

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 y Only 47 GSB/Flex Boards are present in the covered market. 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 are Diamond Outlets. y RED score during the month of May was 54% and during my time of training it has increased upto 62%

Qfs

1.666666667 69.06667

T Q

Area a a a

Visi-cooler Total Availability Total Activation Total NPD/Activation

Total

2.5

41.6 571429

5.014285714

1.126142857 60.33614

Total

!013 9! 03 ) 440 ) 401 4 0!1 ) 490 3  4101

330 ) 1 0 ) )) 9 !0 ) 9201 ) 3012 210

g ea

!!0! 94 0  330  320!  0 ) 410  4 0! )

0 )) ) 3 0  2202 3 03 ) !01 202 ! 03 )

H H !!0!! !0 ! ) !  20 ! ) 330 ! ) 09 !0 ! )

& G !!    AA@5 ED !!  B C   7@ G !!    # (F  ED C !!   # " % 7$ BA@5 !!   6 6 76 5 !!   8  #( '& % $ # " !!   

Area o o e a a a

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

4!  1!  3!  ! ) 2!  2     

Page 65 of 70

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 y 29 GSB/Flex Boards are present in Bari Brahmana. 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 level was 40 %. y y y 10 GSB/Flex Boards are present in Bari Brahmana. There are 7 Grocery outlets in Samba but none of those have any racks. 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 y y 8 GSB/Flex Boards are present in Vijaypur. There are 7 Grocery outlets in Vijaypur nut none of these outlets had any racks. 3 fully activated outlets are present in Vijaypur.

Conclusion
y y Coca Cola is market leader in Jammu region where as Pepsi is market challenger 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. Jo Dikhta hai vo Bikta hai

Page 66 of 70

Activation Elements like Table top, Shelf top display, GSB/Flex Boards, Racks plays an important role in increasing the sales of the outlet.

y y y

Retailers prefer selling other cheap mineral water brands than Kinley Sprite is fastest growing brand in lime segment Cans of the Coca Cola company are widely available in the market than those of Pepsico but still they are not generating enough sales

RED is an effective system used for increasing sales of the company, it ensures better distribution of the projects

Limitations
y y y Retailer might have given wrong information Report is valid only in Samba, Vijaypur, Bari Brahmana and their nearby areas Report is based on the personal observation of the trainee so there might be chances of some biasness y Time Period of study was only of 45 days so it was not possible to go in depth of all the problems y y Training was done during peak season so retailers were not much cooperative Report is made during the period 24th May,2011- 15th June,2011 so results may vary during other months

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Chapter-IX

SWOT ANALYSIS STRENGTH

y Coca Cola has been named as worlds 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 Colas 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.

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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 y Products are made almost in every country so the export levels are low . 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 y Company can launch special schemes or bonuses for highest selling outlets . 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 y More activation elements should be given to the retailers. 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 areshifting 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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Chapter-X

REFERENCES

 RED Market Developer Tracker  www.coca-cola.com  http://heritage.coca-cola.com/  http://www.thecoca-colacompany.com/ourcompany/ar/  www.google.com