A PROJECT ON WORKING CAPITAL OF COCO COLA In partial fulfillment of the requirement For THE AWARD OF DEGREE OF MASTER OF BUSINESS

ADMINISTRATION (MBA) MAHAMAYA TECHNICAL UNIVERSITY, NOIDA

SESIION 2010-2012 Submitted to

ACKNOWLEDGEMENT
First of all I would like to acknowledge my depth of gratitude to Mr. (Execution Manager) for this valuable guidance and motivation at all stages of my study. I am specially thankful to Mr.G.D Sahu (Area sales manager) & Mr.Abhishek Agarwal (sales executive) for the guidance, suggestion and support extended to me. I am also thankful to all the employees of for enhancing my mettle to get successfully completed my work. I will be failing in my obligations if I do not mention the continuous support, encouragement and co-operation of my parents and dear friends. I am very gratitude to all those persons whose contribution can not be defined in words. I thank to all of them again.

(NEELESH AGARWAL)

DECLARATION
I declare that the subject matter in this report is based on the market research conducted by me in the city of Agra, Hathras, Etah and Gwalior. Therefore the observation, analysis, recommendations expressed in this reports are subject to personal perception.

(NEELESH AGARWAL)

PREFACE
I feel highly gratified in placing this work. In the preparation of this study the constant Endeavour has been given to present the complete study in systematic, analytical and crispy way. This impression combines the various aspects of Coca-Cola regarding the Consumer perception towards Coca-Cola concern with it in addition to this the study also gives other relevant information related with Coca-Cola. It provides the record of the promotional activities & its critical analysis. More emphasis has been given on making clear the modus operandi of the marketing intermediaries of Coca-cola. A company can achieve its mission; the only thing required for this is it should be avoid doing so. Nothing is beyond the ambit of any person. It is hoped that the study would be found useful in making the people acquainted with the problems faced by the intermediaries of coca-cola particularly at global market level.

INTRODUCTION
Coca Cola is a cola (a type of carbonated soft drink, now known as sparkling drinks) sold in stores, restaurants and vending machines in more than 200 countries. It is produced by the coca-cola company and is often referred to simply as coke. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-cola was bought out by businessman As a Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft drink market throughout the 20th century. The company actually produces concentrate, which is then sold to various licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in cans and bottles to retail stores and vending machines. Such bottlers include Coca-Cola enterprises, which is the largest single Coca-Cola bottler in North America and Western Europe. The Coca-Cola Company also sells concentrate for fountain sells to major restaurants and food service distributors. The Coca-Cola Company has, on occasion; introduce other cola drinks under the Coke brand name. The most common of these are Thumps Up, Limca which has cover the major market share in India. However, others exists, including Diet Coke caffeine free ,Cherry Coke ,Coca-Cola Zero, Vanilla Coke and special edition with lemon and with lime and even with coffee in different part of world.

Contents

1 History 2 Revenue 3 Bottlers 4 Products and brands 5 About the organization

6 Highlight of coca cola 7 Businuss of objectives 8 Customer of coca-cola 9 Competitor of coca-cola 10 Market Research 11 Method of data collection 12 Sample Design

TCCC VISION TCCC MISION QUALITY ASSURANCE TOTAL PRODUCT MANAGEMENT RED( RIGHT EXECUTION DAILY) RTM (ROOT TO MARKET) MERCHANDISE BRAND ORDER

14 Criticism 15 Sponsorship 16 References 17 External links 18 Coca-Cola in India 19 Company profile 20 Product Portfolio 21 Strategy Adopted

HISTORY OF SOFT DRINKS

The history of soft drinks with the end of the last century. Its date back to the civil war in USA in 1860 at that time people was suffering from many diseases.Problem at that time was how to cure all these diseases since no remedy was present at that time. It was a big question for American people. So in 1885 Mr. Jiln Plmwartion, who lived in Antonica, made a drink and got it registered with the name French wine cola in the beginning this drink was made with mixture of cocaine and alcohol but later in it was converted

and changed into a soft drinks.The drinking of either natural or artificial mineral water was considered a healthy practice. American pharmacists, who were selling most of the mineral water, started to add medicine and other flavored herbs to this drinks. The early drug stores with their sod fountains became popular part of American culture Drink bottle tops. The bottles were under a lot of pressure from the gas. Inventors were trying to find the best way to prevent the carbon dioxide from escaping. In 1892, the crown cork bottle seal was presented by William Painter, a Baltimore machine shop operator. It was the first very successful method of keeping the bubbles in the bottles. In 1899 the first patent was issued for a glass blowing machine for the automatic production of glass bottle. Earlier glass bottle had all been hand blown. Four years later, the new bottle machine was in operation. It was first operated by the inventor, Michale J. Owens, an employee of Libby Glass Company. Within a few years, glass bottle production increased from 1500 bottle a day to 57000 bottles a say.

HISTORY OF COCA COLA

Coca cola Company, the beverage company and the world leader in the soft drink sales produces and distributes several brands of soft drink in the US as well international market. The company also produces and markets many fruit juices and other non-soda beverages. The coca cola company is based in Atlanta, Georges.

Dr. John S. Pemberton

Coca cola traces its origin to 1886 when Dr. John S. Pemberton, an Atlanta pharmacist, who developed patent medicines, created a drink from carbonated water, cane sugar syrup caffeine and extracts of cola nuts and coca leaves. Pemberton found the drink both medicinal and refreshing, and he sought market it. His book keeper, Frank M.

Robinson, suggested the name coca cola after the two extracts in the ingredients and also wrote the products name in distinctive script. Coca cola has used that same logo ever since. Pemberton and Robinson also coined the drinks first slogan, delicious and refreshing. Pemberton, however, was ill and be would not live to see his products success. In their first year selling coke and its partners made only $50 by selling it. Pemberton sold two third of his business in 188 to cover his losses an deep the business a float. He died later that year and Candler, and Atlanta wholesale druggist, purchased total interest in coca cola for $ 2300 in 1891. The next year Candler and his brother, john Frank Robinson and two associates formed coca cola co. In 1893 Candler registered coca cola as a patented trademark. He also responded to growing concerns over the dangers of cocaine by reducing the amount of coca in the drink to a trace. However, he kept come coca extracts in coca cola so the name would accurately describe the drink. Candler only had a patent on the name, and not on the drink syrup that was the drinks base, containing all the ingredients minus the carbonated water. He figured that keeping the coca in his formula would legally allow the company to distinguish its drink from limitations.

Other companies also produced soda drink made with coca nut extracts. In particular, the Pepsi cola company and its cola of the same name would become coca colas major competitor over the next few decades. Candler also spent more than $11,000 on his first massive advertising campaign in 1892. The coca-cola logo appeared across the country, painted as mural on walls: imprinted on widely marketed, common household items, such as calendars and drinking glasses. In addition to this, Candler was the first person ever to use coupons to gain costumers for a product. He distributed flyers offering free soda fountain glasses of coca cola to people visiting his drugstore. In 1894 the coca cola company opened its first coke syrup production plant outside of Atlanta, in Dallas, Texas. That same year a candy storeowner in Vicksburg, Mississippi, installed bottling machines and produced the first bottled coke. It had previously been sold only at soda fountains. By 1895 the drink was sold in all US states and territories. In 1899 Lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga, Tennessee, bought the exclusive rights to distribute coke syrup to bottlers throughout most of the county for only one dollar. At that time Candler saw a little profit in bottling, and was more willing to give up that part of the business. Their contract maintained that Candler could withdraw bottling

rights, however, if the quality of time and money, Thomas and whitehead split their partnership soon after it started. In 1890 Thomas took bottling rights for the northeast and the west coast. Whitehead received financial backing from John Lupton, and the two formed the Dixie coca cola bottling franchise system that still exists. In 1915 the root glass company created a contour glass bottle for coke, its design based on the curvature of a coca bean. This bottle design became a coke trademark world wide. The same year, Candler retired from the company, passing it on to his children and moving into politics. He was elected mayor of Atlanta in 1916. In 1919 the Candler family sold coca cola to businessman Ernest Woodruff of Columbus, Georgia, for $ 25 million. Woodruffs son, Robert was elected company president in 1923. Robert Woodruff was a skilled marketer, and he put more of the company resources into market research than into manufacturing coke. Two new coke slogans were developed under Woodruff. These slogans were, the pause that refreshes in 1929 and the other, its the real thing in the year 1941.During world war 2nd (1939-1945), woodruff also boosted cokes popular image in the US by pledging that his company would provide coke to every US soldier. The company did to limit itself, however, to only doing business that would increase its success in

America. In the period leading up to the war, between 1930 and 1936, it had set up a division of the company in Germany, and it continued that venture during the war. It recreated its image as a Germany company and allowed the Germans to produce all but two, secret, coca cola ingredients in their own factories. In 1941 the German companys president, Max Keith, developed Fanta orange soda using orange flavoring and all the German made coke ingredients. The coca cola companys wartime efforts helped it expand its global market, often with the economic support of he US government. By the end of the war in 1945, it had established 64 overseas bottling plants. That same year the company registered a patent on coca colas popular nickname, Coke.In 1955 Robert woodruff retired as the coca cola companys president. Candler and woodruff are remembered as the two most important figures in the companys early growth, both for their contribution to the company and their considerable fortunes donated to diversify by producing new products, acquiring new business and ensuring new international markets. In 1960 the coca cola company pouched the Minute Maid Corporation, producer of fruit juices and began offering coke in cans. Between 1960 and 1963 it also launched four new soft drinks in the US: Fanta, an orange soda; Sprite, a lemon lime soda; tab, a diet cola; and Fresca, a diet grape fruit flavored soda. In 1964 the company acquired the

Duncan Food Corporation. In 1967 it created the coca cola foods division by merging its Duncan and Minute maid operation. In the late 1960s, coca cola faced difficulties in some of its foreign markets. When the company built a bottling plant in Israel at the outset of the ArabIsraeli war, the governments of all Arab league Nations banned the production and sale of coke. A year late the company withdrew from its markets in India when that countrys government requested that coca cola reduce its equity in joint ventures to 40 percent the company refused to relinquish so much control over those operations. In 1977 coca cola began packaging coke and other drinks in two liter plastic bottles. The popularity of these large bottles grew over time, and their sales earned the company introduced diet coke, Which soon became the best selling diet soft drink in the world. In 1982 coca cola purchased the motion picture company Columbia pictures Industries, which was also known as Tri-star Pictures, for almost $700 million. Two years later the company sold off its Columbia holdings and other media acquisitions to Sony Corporation for over $1 billion. By the year 1987 Pepsi cola had gained on Cokes previous domination of the US market to the pint that the two had almost equal sales. In an attempt to regain market dominance, the company, attempted the first ever revision

of the original recipe. The American public largely rejected new Coke and so the company quickly returned to producing the old recipe under the name coca cola classic.
In 1986 the coca cola company consolidated all of its non- franchised US bottling operations as coca cola enterprises. The new company began acquiring independent bottling companies, a venture that grew into the worlds largest bottler of soft drinks by 1988. while coca cola enterprises distributes over half of all coca cola products in the United States, small franchise business continue to bottle, can and distributed the companys drink world wide. In 1987 the coca cola company was listed in the prestigious Dow Jones industrial Averages Index of stock market performance. Its stock is traded on the New York stock Exchange. Coca cola and Pepsi co products occupied nine of the top ten spots in the US soft drink market in the mid 1990s. Worldwide, coca cola ranked first in soft drink sales, and the company eared almost 80 percent of its profits from international sales.Coca-cola came back in the year in the year 1993 after liberalization and launched at Agra with the slogan old wave have come to India Again. Coca cola joined ands with Parle and Re-entered India after 17 years by striking a $40 million (RS.140 core) deal with Parle.

Revenue
According to the 2005 Annual Report, the company sells beverage products in more than 312 countries or territories. The report further states that of the more than 50 billion beverage servings of all types consumed worldwide every day, beverages bearing the trademarks owned by or licensed to CocaCola account for approximately 1.5 billion. Of these, beverages bearing the trademark "Coca-Cola" or "Coke" accounted for approximately 78% of the Company's total gallon sales. Also according to the 2007 Annual Report, Coca-Cola had gallon sales distributed as follows:

37% in the United States 43% in Mexico, Brazil, Japan and China 20% spread throughout the world

Bottlers
In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or produce) syrup concentrate which is then sold to various bottlers throughout the world who hold a Coca-Cola franchise. Coca Cola bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise the resulting Coca-Cola product to retail stores, vending machines, restaurants and food service distributors. One notable exception to this general relationship between TCCC and bottlers is fountain syrups in the United States, where TCCC bypasses bottlers and is responsible for the manufacture and sale of fountain syrups directly to authorized fountain wholesalers and some fountain retailers. In 2005, The Coca-Cola Company had equity positions in 51 unconsolidated bottling, canning and distribution operations which produced approximately 58% of volume. Significant investees include:

36% of Coca-Cola Enterprises which produces (by population) for 78% of USA, 98% of Canada and 100% of Great Britain (but not Northern Ireland), continental France and the Netherlands, Luxembourg, Belgium and Monaco. 40% of Coca-Cola FEMSA, S.A. de C.V. which produces (by population) for 48% of Mexico, 16% of Brazil, 98% of Colombia, 47% of Guatemala, 100% of Costa Rica, Ecuador, Nicaragua, Panama, Peru and Venezuela, and 30% of Argentina. 24% of Coca-Cola Hellenic Bottling Company, S.A. which produces (by population) for 67% of Italy and 100% of Armenia, Austria, Belarus, Bosnia-Herzegovina, Bulgaria, Croatia, the Czech Republic, Estonia, Greece, Hungary, Latvia, Lithuania, Macedonia, Moldova, Nigeria, Northern Ireland, Poland, Rep. of Ireland, Romania, Russia, Serbia and Montenegro, Slovakia, Slovenia, Switzerland and Ukraine.

34% of Coca-Cola Amatil Limited which produces (by population) for 98% of Indonesia and 100% of Australia, Indonesia, New Zealand, South Korea, Fiji and Papua New Guinea. 20% of Coca-Cola Icecek As, which produces (by population) for 100% of Turkey, Kazakhstan, Azerbaijan, Kyrgyzstan, Jordan, Syria, Iraq & Turkmenistan. 27% of Coca-Cola Bottling Co. which is the second largest Coca-Cola bottler in the United States. The company was incorporated in 1980, and "its predecessors have been in the soft drink manufacturing and distribution business since 1902."

Products and brands

The Coca-Cola Company offers nearly 400 brands in over 200 countries, besides its namesake Coca-Cola beverage. This includes other varieties of Coca-Cola such as:

Diet Coke (introduced in 1982), which uses aspartame, a synthetic phenylalanine-based sweetener in place of sugar Diet Coke Caffeine-Free Cherry Coke (1985) Diet Cherry Coke (1986) Coke with Lemon (2001) Diet Coke with Lemon (2001) Vanilla Coke (2002) Diet Vanilla Coke (2002) Coca-Cola C2 (2004) Coke with Lime (2004) Aquarius Mineral Water (2004) Diet Coke with Lime (2004) Diet Coke Sweetened with Splenda (2005) Coca-Cola Zero (2005) Coca-Cola Black Cherry Vanilla (2006) Diet Coca-Cola Black Cherry Vanilla (2006) Coca-Cola BlK (2006) Diet Coke Plus (2007) Coca-Cola Orange (2007)

Tab was Coca-Cola's first attempt to develop a diet soft drink, using saccharin as a sugar substitute. Introduced in 1963, the product is still sold today, however its sales have dwindled since the introduction of Diet Coke. The Coca-Cola Company also produces a number of other soft drinks including Fanta (introduced circa 1942 or 1943) and Sprite. Fanta's origins date back to World War II when Max Keith, who managed Coca-Cola's operations in

Germany during the war, ran out of the ingredients for Coke, which could be supplied only from the United States. Keith resorted to producing a different soft drink, Fanta, which proved to be a hit, and when Coke took over again after the war, it adopted the Fanta brand as well. The German Fanta Klare Zitrone ("Clear Lemon Fanta") variety became Sprite, another of the company's bestsellers and its response to 7 Up. During the 1990s, the company responded to the growing consumer interest in healthy beverages by introducing several new non-carbonated beverage brands. These included Minute Maid Juices to Go, Powerade sports beverage, flavored tea Nestea (in a joint venture with Nestle), Fruitopia fruit drink and Dasani water, among others. In 2001, Minute Maid division launched the Simply Orange brand of juices including orange juice. In 2004, perhaps in response to the burgeoning popularity of lowcarbohydrate diets such as the Atkins Diet, Coca-Cola announced its intention to develop and sell a low-carbohydrate alternative to Coke Classic, dubbed C2 Cola. C2 contains a mix of high fructose corn syrup, aspartame, sucralose, and Acesulfame potassium. C2 is designed to more closely emulate the taste of Coca-Cola Classic. Even with less than half of the food energy and carbohydrates of standard soft drinks, C2 is not a replacement for zero-calorie soft drinks such as Diet Coke. C2 went on sale in the U.S. on June 11,

COKE: Cole is considered to be a cola drink. It is generally preferred by all sections of the consumer. This is a cash cow brand for the company. And it generates huge amount of revenue to the company.

THUMS UP: Thums up is also considered to be a cola drink. It is strong in comparison to coke. It is preferred by all sections of the consumers but specially teenagers. It is a big source of cash and publicity to the company.

FANTA: Fanta is an orange drink. It comes under the category of fruit drinks. It is specially preferred by women and children.

MAAZA: Maaza also comes under the category of fruit dinks. It is in the flavour of mango with real mango taste. There is no gas in maaza. It is only juice. It is also preferred buy women and children.

LIMCA: Limca is considered to be lemony in taste, and comes under the category of cloudy lemon because of its color which is similar to that of clouds. It has to yield good sales revenue. It is generally preferred by children and women.

KINLEY SODA: This is a soda drink. It has no colour and no flavour. It is generally used with alcohol. It is very strong drink. It is used by adults and mostly men

KINLEY WATER: It is clean and fresh mineral water. It comes under the category of mineral water. It is used by all sections of the consumer.

SPRITE: Sprite is to be considered lemony in taste. It comes under the category of clear lemon drink but its taste is some different from that of limca. It is also liked by all section of consumer.

Minute Maid Pulpy Orange: It is the new launched product of coca cola. It comes under the fruit drinks. It provides the taste of traditional Indian .It is delicious health drink. It is also liked by all section of the consumer. It also saves from the sun stroke.

ABOUT THE ORGANISATION

The organization named as Agra Sales & Marketing Services Pvt.Ltd. Is a part of ladhani group of companies, which accounts to be worth of more than 250 crore Rupees. It has got five other sister concerns namely-

1. Amrit Bottles Pvt.Ltd. Faizabad. 2. Brindavan Bottles Bereilly. 3. Brindavan Bottle Barabanki. 4. Avadh Crown Industry, Barabanki. 5. Laxmi Cold Alloys, Faizabad.

The chairman of ladhani group of companies is Mr. S.N. Ladhani. And it has four more directorsMr. Mohan Ladhani Mr. Laxman Das Ladhani Mr. G.C. Ladhani Agra franchise is reputed to be the first franchise of Coca Cola Company. It was established in 1993, when Mr. Donald Short, Chairman of coca cola came to India and offered the franchise to the Ladhani groups but at this time chairman of coca cola was Mr. Alex Bher ,since from the beginning the company has been growing in hilly was a turnover of Rs.25 crores in 1998. The bottling plant of 35000 square feet. It has a storage capacity of 150,000 case. The company has modernized its plant having the latest technology of coke. Its machinery includes a high tech Para mix which is made exclusively for coca cola incorporates. The production capacity of company is 600 bottle per minute. In addition to this company has a fleet of 75 owned and 125 hired vehicles to facilitate distribution. The company has a sales and marketing division is Agra which is responsible for all the sales and marketing of the products of the company. It is named as Agra sales and marketing services Pvt. Ltd.

Hierarchical structure of Agra Sales & Marketing

General Manager
Regional Sales Area vol. controller
SENIOR EXECUTIVE

Area Sales

Area Sales

Market Execution Assistant Market Execution Sales Promotion

Junior Executive Salesman

GLOSSARY OF SOFT DRINK

COMPANY OWNED BOTTLED OPERATION (COBO)

This is bottler in which the company holds controlling ownership. The bottlers financial results are consolidated in to companys financial statements. BEVERAGE BASE This is the material manufactured by the company defines ingredients sold to bottlers for use in preparation of syrup through the addition of sweeteners and water. UNIT CASE Physical case and foundation gallon which is converted to a standard unit of measure, defined as 24 eight ounce serving is called unit case. CONSUMER The persons who consume the cold drinks are called consumers. FOUNTAIN Beverage system used by retail outlets to dispense products into cups or glasses for immediate consumption is called fountain.

GALLON SALE

Unit of measurement to measure the syrups sold by the company to its consumers. PRE-CAPITA CONSUMPTION Average no. of eight ounce servings consumed per person, per year in a specific market is called per capita consumption. It can be derived by multiplying unit case volume by 24, and dividing by the population in respective market. POLYETHYLENE TEREPHEKATE This is the plastic used to make soft drink bottles. PHYSICAL CASE Eight US fluid ounce of beverages. SOFT DRINK Soft drinks are distinguished from had drinks or alcohol beverages, such as distilled spirits, beer or wine. Soft drinks dont contain alcohol. Consumers can choose from a wide variety of beverages including regular carbonated soft drink, diet and caffeine free soft drinks, bottled water, juices drinks, sport drinks and ready to drink. SYRUP Concentrate mixed with sweetener and water, sold to bottlers who add carbonated water to produce finished soft drinks.

HIGHLIGHTS OF COCA COLA:

Coca Cola is worlds No. 1 soft drink brand. 4 of top 5 brands are owned by the Coca Cola Company. Coca sells more than 1 billion drinks a day. Coca Cola employs more than 55000 people all over the world.

Coca Cola system uses: 24% of worlds Aluminum cans. 17% of worlds Pet resin. 31% of worlds HFCS. 5% of worlds sugar. 30% of worlds Aspartame. TCCC Vision TCCCs vision is to achieve the sustainable growth by Profit People Maximizing the return to the shareowners Develop the Healthy relation between people & inspire to

do best that they can

Portfolio desire & needs.

Bring portfolio of brand to world to satisfy peoples

Partners mutual loyalty.

Nurturing a wining network of partners & building

Planet difference.

Bring a responsible global citizen that makes a

TCCC Mission

To refresh the worldIn mind, body and spirit. To inspire moments of optimism. Through portfolio brands and actions. To create value and make a difference ..everywhere we engage. Coca cola has developed a Manifesto For Growth (MFG) to fufill its mission, vision and values.

Quality Assurance
Central Science laboratories (CSL), the worlds leading UK Government laboratory in London has tested the Coca-Cola you drink in India against the most stringent pesticide norms.

TOTAL PRODUCT MANAGEMENT

Total product Management deals with managing of the finished goods i.e. how to utilize the product to the best to avoid wastage, money, time & space. Points to remember area) focus

b) Clearance c) Dispose d) Save from sunlight e) Prompt customer service f) Kept finished product properly

g) Implement FEFO ( first Execution First Out ) h) Maintain warehouse properly

RED (Right Execution Daily)

RED is Right Execution Daily. RED is the method to measure the parameters of the activities of retailers & salesman. It is used to maintain the standards for Visi-cooler, Brand pack availability, Activation element in snoops. It measures the outlets on the basis Picture of Success. RED is only applied on the selected outlets. Outlets should fulfill certain norms to count as a RED outlet like Pure Visi, contain activation element, all brands available, counter display, etc.

RTM (Root To Market)

RTM is Root to Market. RTM is implemented in 2007-08. RTM is the way of dividing the areas for supply so that every retailer should got the proper supply. By this technique every retailer either small or big is covered under the Coca-cola distribution network. RTM provided the supply either by a tempo or a truck according to the locality & outlet consumption without leaving any retailer.

MERCHANDISING

Merchandising is the systematic process of effectively displaying consumer products at this point of purchase. Point of Purchase is place of easily visibility to consumers. It will help increase Sales, Market share, Profits.

BRAND ORDER
It is the method of placing the different brand in outlet for display. Brands are placed in COLOJK order, COLOJK stands forCO- Cola( Lead cola 2nd cola, Diet coke) L-Limca (lead lemon, 2nd Lemon) O- Orange J- Juice K-kinley water & soda

TERMINOLOGY
The various terms which are uses in Coca Cola terminology which are as follows: BBD : Best Before Date CSD : Carbonated Soft Drink COBO : Company Operated Bottling Operations DOP : Dispatch Out Date E&D : Eating and Drinking FOBO : Franchisee Operated Bottling Operations FEFO : First Expired First Out HRS : Human Right Statement HWAC : Health and Wellness Advisory Council IDOD : In plant Dispatch Out Date MFG : Manifesto for Growth RED : Right Execution Daily RTM : Root to Market SKUs : Stock Keeping Units TCCC : The Coca Cola Companies TPM : Total Product Management

TECHNOLOGY
Coca Cola uses best available technology for the following process

Syrup Preparation Cleaning of empty bottles Filling of bottles Capping Labeling Quality Checks Packaging or Casing

 Distribution

These all process are integrated with each other with help the of automatic machines which are automatically maintain by computer tools or software like CAM (Computer Aided Machine). Cleaning of bottles are maintain by various critical steps like PSF Filtration, ACF Filtration, 5 Micron Treatment, Chemical dosing, Chlorination and RO Water Treatment. Latest technology capping machine are use to maintain the air pressure in a bottle. Well maintain labs in

each bottling plant to check the quality standards by taking regular sample from each batch which on process. Before filling, strength of bottle is check with the help of pressure and Carbon Dioxide. Best possible transport are use to maintain the RTM.

BUSINESS OBJECTIVES
Maintain Coca Cola as a globally trusted brand in Sparkling Drinks Products or FMCG Product. Maintain same quality standards of their products across the globe. Enhance the distribution network in countries like India with the help of new strategy Root to Market (RTM) to serve our products to maximum consumer to enjoy the every sip. To refresh the world . In mind, body and spirit. To inspire moments of optimism through our brands and our actions. To create value and make a difference everywhere we engage.

MISSION VISION & VALUES: Coca Cola define their Mission Vision & Values with the help of 5Ps structure. These are:
Profit:

Maximizing return to shareowners while being

mindful of our overall responsibilities.

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.
Partners: Nurturing a winning network of partners and

building mutual loyalty. Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy people desires and needs

CUSTOMERS OF COCA-COLA
As we all know that Coca Cola sell more than 1 billion drinks per day globally which shows its huge customer base throughout the globe. In India, Coca Cola have big market share where it caters customer base of over 1 billion. Apart of end-consumer, Coca Cola Company divides its customer on the basis of different criteria which are as follows: Distributors & Sub-Distributors Channels

 Volume Income Distributors & Sub-Distributors: These are responsible for the distribution of drinks from bottling plant to different channel or outlets through itself or sub-distributor. Channels: Company divides the channels in three segments according to the need of end-user which are as follows:

Grocery outlets. Convenience outlets.

E & D (Eating and Drinking) outlets.

Volume: These outlets categories according to VPO (Volume per outlet) of these outlets which are as

 Diamond (VPO greater than 800 case annually) Gold (VPO between 500 to 799 case annually) Silver (VPO between 200 to 499 case annually) Bronze (VPO less than 200 case annually)

Income: Consumer market clustered according to the income level of the locality which are as: Higher Income Locality Medium Income Locality Lowest Income Locality

COMPETITORS OF COCA-COLA

The core competitor of Coca Cola Company throughout the globe is PepsiCo. PepsiCo is often second to Coke in terms of sales, but outsells Coca-Cola in some localities. Around the world, some local brands do compete with Coke. In South and Central America, Kola Real, known as Big Cola in Mexico, is a fast growing competitor to Coca-Cola. On the French island of Corsica, Corsica Cola, made by brewers of the local Pietra beer, is a growing competitor to Coca-Cola. In Sweden, Julmust outsells Coca-Cola during the Christmas season. In Scotland, the locallyproduced Irn-Bru was more popular than Coca-Cola until 2005, when CocaCola and Diet Coke began to outpace its sales. In India, Coca-Cola ranked third behind its own product Thumps Up which market leader is followed by Pepsi-Cola. However, The Coca-Cola Company purchased Thums Up in 1993. As of 2004, Coca-Cola held a 60.9% market-share in India. Mecca Cola and Qibla Cola, in the Middle East, is a competitor to Coca-Cola. In Turkey, Cola Turka is a major competitor to Coca-Cola.

In Iran and also many countries of Middle East, Zam Zam Cola and Pepsi Cola are major competitors to Coca-Cola. In some parts of China, Future cola can be bought. In Slovenia, the locally-produced Cockta is a major competitor to Coca-Cola, as is the inexpensive Mercator Cola, which is sold only in the country's biggest supermarket chain, Mercator. In the UK CocaCola stated that Pepsi was not its main rival, but rather Robinsons drinks.

PepsiCo Profile:
Pepsi Cola is a carbonated beverage that is produced and manufactured by PepsiCo. It is sold in stores, restaurants and from vending machines. The drink was first made in the 1890s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years, including Diet Pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Pepsi X (available in Finland and Brazil), Pepsi Next (available in Japan and South Korea), Raw, Pepsi Retro in Mexico and Pepsi Ice Cucumber in Japan.

MARKET RESEARCH
Research is a process of gathering, recording and analysis of critical relevant fact about any problem in any branch of human activity

Market research is only one branch of marketing information system. The term market refers to actual and potential costumers and hence market research is a systematic way, investigation or study of the who, what, when, where and why about the actual and potential buyers. It deals with research on consumers, retailers and dealers of a firm in the market. It is primarily concerned with the investigation analysis and measurement of market demand. The following items of study and analysis are included in market research. 1. Size of the market. 2. Geographical location of the costumers. 3. Demographic description of the costumers. 4. Market segmentation on the basis of gender, age and education. 5. Analysis of market demand. 6. Costumer requirement and demand. 7. Degree of competition and market trend.

USAGE OF MARKET RESEARCH

TO FIND OUT THE POTENTIAL MARKET: It can be used for estimating the potential for sales. It covers reactions of different classes of consumers in markets their importance for product of enterprise. TO MAKE SELLING POLICIES: It covers the study of locating and studying costumers, channels of distributions and their relative costs. Here we also study the strategy of the competitions so we can make some new strategies to compete in the market. REGARDING PRODUCTS: It covers reactions to the products new and existing, technical and commercial development of the product to meet the specific requirement of consumers, quality to be produced, design, size, colour, packaging, product preference etc. ADVERTISING: Advertising and wide publicity are powerful instruments for increasing sales. It helps in selecting the proper and most appropriate media of promotion.

STEPS IN MARKET RESEARCH 1) PROBLEM DEFINITION: Under problem definition there comes a) Setting of objectives b) Setting of hypothesis 2) RESEARCH DESIGN: Research design includes a) b) c) Defining the population or universe. Assessing the relevant existing or secondary data. Deciding the method of collecting primary data (that is survey, observation and experimentation.) d) e) f) Defining the sampling unit Deciding the sample size. Deciding the sampling method (probability or non probability sampling method.) g)
h)

Deciding how the data could be analyzed. Deciding in what style the repot would be presented (scheme of chapterisation )

3) DATA COLLECTION OR FIELD WORK: It includes collection of data using different instruments and adjusting the problem of not at home, refused to co-operate, bias of interviewer and bias of respondent etc. 4) DATA ANALYSIS AND INTERPRETATION: This is the most important part of research. We should take special care, while analyzing the collected data. Data analysis and interpretation includes the following steps. A. Edit the collected data B. Code the collected data C. Tabulate the data D. Analysis the data using statistical tools E. Interpret the data and draw conclusion F. Suggest and recommend the improvements in the existing system

5) REPORT PRESENTAION: This is final step in the research process. This step includes the following steps.

A. Arrange the research results in accordance with an approved reporting format.

B. Get the report typed and bound

C. Present the copies of the report to the concerned authority.

AREAS OF MARKETING RESEARCH 1) MARKET RESEARCH: Special feature of the market channel distribution Channel distribution Location of the market Influences: seasonal and other trends

2) CONSUMER RESEARCH: Method of approaching prospects The habits, liking, disliking and prejudices of the costumers Location of consumers and prospects Approach and collection of other preliminary relevant information Types of consumers

3) PRODUCT APPROACH:

Special features and other characteristics of the products Analysis of a new product Testing of a new product Trademarks and brands Uses and other benefits of the product Analysis of competitive product Packing and packaging consideration

4) MEDIA RESEARCH: Different media available for advertising Quality of the prospects selective approach Depth of the impacts Media research circulation Role of expert agencies

METHODS OF DATA COLLECTION

The task of data collection begins after a research problem has been defined and research design chalked out. While deciding about the method of data collection to be used for the study, the researcher should keep in the mind two types of data viz., primary and secondary. The primary data are those which are collected afresh and for the first time, and thus happen to be original in character. The secondary data on the other hand, are those which have already been collected by someone else and which have already passed through the statistical process. The method of collecting primary and secondary data differ since primary data are to be originally collected, while in the case of secondary data the nature collection work is merely that of competition. There are four methods which are used to collect the data. Questionnaire method Observation method Schedule method

 Interview method All these methods of data collection have some merits and demerits. The adaptation of the method of data collection depends on the nature of the research work to be conducted. I used the questionnaire method to collect the data. For that I prepared a printed questionnaire which was filled by the interviewer. COLLECTION OF DATE THROUGH QUESTIONNAIRES This method of data collection is quite poplar, particularly in case of big enquiries. It is being adopted by private individuals, research workers, private and public organizations and even by governments. In this method a questionnaire is sent to the person concerned with the request to answer the questions. A questionnaire consists of a number of questions printed or typed in a definite order on from or set of forms.The method of collection data by the questionnaire is most extensively employed in various economic and business surveys. The merits claimed on behalf of this method are as follows. There is low cost even when the universe is large and is widely spread geographically. It is free from the bias of the interviewer; answers are respondents own words.

 Respondents, who are not easily approachable, can also be reached conveniently. Large samples can be made use of and thus results can be made more dependable and reliable.

SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample from the given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. Sample design may as well lay down the number of items to be included in the sample i.e., the size of the sample. Sample design is determined before data are collected. There are many sample designs from which a researcher can choose. Some designs are relatively more precise and easier to apply than others. Researcher must select a sample design which should be reliable and appropriate for his research study. This research design is simply the framework for a study that guides the collection and analysis of data by the survey of 100 consumers and 50 retails in the different areas of Agra. The sampling method used is judgment sampling method.

The sampling design is discussed below;

TYPE OF UNIVERSE: The first step in developing any sample design is to clearly define the set of objects, technically called the universe, to be studied. The universe can be finite

or infinite. In finite universe the number of items is certain, but in the case of an infinite universe the number of items is infinite. For this research study the universe is infinite. And this is all the consumers and retailers of oft drink in Agra.

SAMPLING UNIT: A decision has to be taken concerning the sampling unit before selecting sample. Sampling unit may be a geographical one such as state, district, and village etc. or a construction unit such as house, flat etc, or it may be a social unit such a family, club, school, etc, or it may be an individual. The research

will also have to decide one or more of such units that he has to select for the study. For this research study the sampling unit is the retailers of Agra city selling soft drinks and consumer who is an individual of Agra city consuming at least one brand of soft drink.

SIZE OF SAMPLE: This refers to the number of items to be selected from the universe to constitute a sample. This is major problem before a researcher. The size of sample should neither be excessively large, nor too small. It should be optimum. An optimum sample is one which fulfills the requirements of efficiency, represantativeness, reliability and flexibility. While deciding the size of sample, researcher must determine the desired precision as also an acceptable confidence level for the estimate. The size of population variance needs to be considered as in case of larger variances a bigger sample is

needed. The size old population must be kept in view for this also limits the sample size. The parameters of interest in a research study must be kept in view, while deciding that size of the sample. Thus the size of the sample should be selected with care. For this research study the size of sample is 100 consumers and 50 retailers of soft drink from the different areas of Agra.

PROMOTION STRATEGIES
A promotion strategy is an important element of marketing strategy. Suppose a marketing manager has developed his product as a part of his marketing plan. He has priced his products and decided on the distribution channel. Now he has to formulate a strategy for promoting his product so that they are sold at high profit. For this the marketing manager has to promote the sales. The elements of promotion strategies are advertising, personal selling, sales promotion and publicity.

ADVERTISING: Advertising refers to those non personal activities, oral or visual, which are aimed at informing and inducing the selected public to by the advertised products. Direct mailing, which is also a form of advertising, is aimed at specific individual, whereas advertising as addressed to a group of potential costumers, for example for advertising of coca cola, glow signboards and banners are distributed to the shop keeper and distributors.

PERSONAL SELLING: Personal selling in contrast to advertising is addressed to individual costumers. It is personalized method of getting across the sales message to individual costumers and inducing them to buy the products.

SALES PROMOTION: It includes all those demand simulation activities, which are not covered under advertising and selling. It includes all those marketing activities such as displays, shows and exhibitions, demonstrations etc.

PUBLICITY: Publicity, like advertising, is an important method of sales promotion. It is the publication of any new item in a news paper or magazine about a company and its products on radio, television and stage.

Criticism
The Coca-Cola Company has been involved in a number of controversies and law suits related to its perceived relationship with human rights violations and other perceived unethical practices. A number of law suits have issued in relation to its allegedly monopolistic and discriminatory practices, some of which have been dismissed, some of which have caused The Coca-Cola Company to change its business practices, and some of which have been settled out of court. It has also been involved in a discrimination case. There have been continuing criticisms regarding the Coca-Cola Company's relation to the Middle East and U.S. foreign policy. In regards to environmental issues in India, there has been a controversy over pesticides possibly showing up in the product, as well as the company's overuse of local water supplies in some locations, that have sometimes led to severe shortages for regional farmers. Packaging used in Coca-Cola's products have a significant environmental impact but the company strongly opposes attempts to introduce mechanisms such as container deposit legislation. There are charges that the Coca-Cola Company was involved in the violent repression of a union at several of its bottling plants in Colombia, South America. As of August 2005 when PBS's Frontline ran a story on the controversy, Coca-Cola was strenuously denying all allegations of unionbusting and murder of union leaders. Shareholders and U.S. colleges have boycotted Coca-Cola to try to put pressure on the company to approve a fullscale, independent investigation of the charges.

Sponsorship
Coca-Cola has sponsored the English Football League since the beginning of the 2004-05 season (beginning August 2004). Other major sponsorships include NASCAR, the NBA, the PGA Tour, NCAA Championships, the 2008 Beijing Olympics and the FIFA World Cup.

Mission
Everything we do is inspired by our enduring 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
To a

achieve sustainable growth, we have established a 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.

COCA-COLA IN INDIA
The coca-cola company entered India in the early 1950s. It set up four bottling plants at Bombay, Calcutta, Kanpur and Delhi. In 1950s as there were negligible companies in Indian market therefore coca-cola did not face much competition and they were accepted in Indian market more easily. By the end of 1977 coca-cola had had captured more than 45% of market share in India. Then coca-cola left following public disputes over share holding structure and import permit .As per FERA regulation the companys operation came to an end in July, 1977. In October 1993 coca-cola returned to India after a 16 year of absence with the slogan Old waves have come to India again. First launched in Hathras near Agra home of the famous Taj Mahal . At this time Parley was the leader in the soft drink market and had more than 60% of the total share in soft drink. Coca-Cola joined hand with Parley and strategic alliance with Parley exports gave the company instant ownership of the nations top soft drink brands. Thumps Up, Limca, Citra Gold Spot and Maaza access to Parleys extensive 62 plant bottling network and a base for the rapid introduction of the companys international brand. By striking a $40 deal with Parley. Coke almost made it goal as To become an all time, all occasion drink not a special treat beverage. Coca-cola India (CCI) focused on the four passions of Indian consumers identified by the company namely cricket, movies, music and food apart from eat, sleep and drink series. Four new companies were made, one revolving around cricket two were theme campgain involving teenage aspiration and the forth aimed to propel volume of the 1 litre size. The market strategy of CCI revolves around acceptability, availability and affordability.

At the leading age of beverage for over a century, the CCI system in India also introduced a series of innovations in the area of marketing.

COMPANY PROFILE
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 nations 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.

PRODUCT PORTFOLIO
Coca-cola serves in India some of the most recalled brands across the world, which include name as such as Coca-Cola, Diet Coke, Sprite, Fanta along with the Schweppes product range. The acquisition of Thumps Up brought some of the leading national soft drinks like Thumps Up under its umbrella. Following are the 11 products which played important role in Indian sparkling drink market are as follows: Coca Cola Diet Coke Thumps Up Limca Fanta Maaza Sprite Minute Maid Pulpy Orange Georgia Coffee Kinley Mineral Water Kinley Club Soda

BBD (BEST BEFORE DATE):

Basically this date is used for beverage for finding out the best usable duration. Mean, after manufacturing the beverage, what time is suitable for drinking. Basically it may be of two or three months around.

CSD (CARBONATED SOFT DRINK):

The drinking of either natural or artificial mineral water was considered a healthy practice. The American pharmacists selling mineral waters began to add medicinal and flavorful herbs to unflavored mineral water. They used brich bark, dandelion, sarsaparilla and fruit extracts. Some historians consider that the first flavored carbonated soft drink was that made in 1807 by Dr.Philip Syng Physick of Philadelphia.

COBO:
Basically COBO is used in terms of distribution channel network. In COBO, Coca-Cola products are supplied from manufacturers to dealers and also retailers under the company activities.

FOBO:
In this term, when Coca-cola products are supplied from dealers to retailers called FOBO. Means transportation activities occurred through franchisees.

TPM:
Total product Management deals with managing of the finished goods i.e. how to utilize the product to the best to avoid wastage, money, time & space .Points to remember are-

a) b) c) d) e) f) g) h)

Focus Clearance Dispose Save from sunlight Prompt customer service Kept finished product properly Implement FEFO (First Execution First Out) Maintain warehouse properly

Some Abbrevations used in the TPM are:a) b) c) d) DOD-Dispatch Out Date IDOD-Inplant Dispatch Out Date FEFO-First Execution First Out BBD-Best Before date

REDRED is the Right Execution Daily. RED is the method to measure the parameters of the activities of retailers & salesman. It is used to maintain the standards for Visy-cooler, Brand pack availability, Activation element in shops. It measures the outlets on the basis Picture of success. RED is only applied on the selected outlets. Outlets should fulfill certain norms to count as a RED outlet like Pure Visy, contain activation element, all brands available, counter display etc.

RTM
RTM is (Root To Market). RTM is implemented in 2007-08. RTM is the way of dividing the areas for supply so that every retailer should got the proper supply. By this technique every retailer either small or big is covered under the Coco-Cola distribution network. RTM provided the supply either

by a tempo or truck according to the locality &outlet consumption without leaving any retailer.

Merchandising
Merchandising is the systematic process of effectively display consumer products at the point of purchase. Point of Purchase is place of easily

visibility to consumers. It will help increase Sales, Market share, Profits. Brand Order It is the method of placing the different brand in outlet for display. Brands are placed in COLOJK order. COLOJK stands for-

CO-Cola Flavor (Lead Thumps Up, Coca-cola, Diet coke) L- Limca (Lead Lemon, Sprite) O- Orange (Flavor (Lead Fantail)

JSKUs :

Juice (Lead Maaza, Minute Made Pulpy Orange)

K- Kinley water & soda

SKUs are the Stock Keeping Units. It refers to the varieties of the quantities, the product is packed & available in market .SKUs of Coca-Cola, Thumps-up, Limca, Fanta, Sprite is 200ml, 300ml, 500+100ml, 1.5ltr 2ltr.There are Different SKUs of Maaza, Kinley Water & Soda. Pictorial figure are as follows.

Environment
When we heal the earth, we heal ourselves
The company has one single environmental system, eco system, implemented at all its operations in 202 countries across the world. The eco system is a tool that integrates environment management with business planning cycle. The eco system primarily comprises of two main factors namely Environment.

E -safety and Loss Prevention (SLP).

Both the facets are aligned with international management system standards, ISO 14001 for Environment Management and OSHAS 18001

for Safety Management. As on June 2005, 33 manufacturing units are certified to ISO 14001 & 8 units are certified to OHSAS 18001 standards. Company owned bottling operation at Jaipur received prestigious Golden Peacock Award on Environment Management for 2005.The same award was also received by the company operations at Dasna, Ameenpur and Baddi for 2004,2003and 2002 respectively. The award are conferred by Institue of Directors in association with World Environmental Foundation (WEF) in recognition of effective implementation of Environment and Quality Management System (EMS) by these units. Some of the prime environment considerations followed in business decisions are: Environment due diligence before acquiring land. Environment impacts assessment before commencing operations. Ground water and environment surveys before selecting sites. Diligent compliance with all regulatory environment requirements. Ban on purchase of refrigeration equipment containing CFCs (known to be Ozone depleting). Installation of Effluent treatment plant at each manufacturing locations. Separate collection and treatment domestic and industrial effluent as per Company OR Local standard Separate discharge of industrial, domestic and storm water to prevent storm water pollution.

The Coca-Cola eco system is governed by 5 major policies. Each of these policies are supported by specific requirements and practices that govern our daily operation.

 A Commitment To lead. Compliance And Beyond. Accountability Minimizing Impact Maximizing Opportunity. Citizenship.

Marketing mix adopted by company

Marketing mix: Marketing mix is define as, The appointment of effort
the combination, the designing and integration of the element of the marketing into a program of mix will best achieve the objectives of an enterprise at a given time. Marketing mix in the set of marketing mix tools that the firm uses to pursue its marketing objective in the target market. The marketing problems are analyzed by utilizing the important force emanating from the marketing operations of enterprises. By adopting procedure and policies for an efficient marketing program. Element of mktg.mix: Mc Carthy popularized a four factor classification of these tools called the fours Ps. These Ps are Products, Price, Place and Promotion. Product mix: Product mix refers to the activities relating to the product service or ideas to be offered product mix involve planning, developing and producing the right type of product and service to be marketed by the firm produce strategy include decision, about quality, size design, package design, branding trade marks, warranties guaranties product life cycle new development etc. Basically CCI use these product mix for sale promotion: At manufacturing stage Water, Co2, Syrup. At size200 ml, 300 ml, 500+100 ml, 1.2 ltr. At packaging stagesPlastic Bottles, Cartoon, RGB (Returnable Glass Bottle). At Branding & Trade Mark Stage Plastic Bottle, Cartoon.

Strategy Adopted
Planning is the foremost step in achieving the target. Similarly other management functions are necessary, like organizing, directing, coordination, implementation, decision making. Strategy is considered as a technique of doing the task systematically. Targets are based on the areas given by the company guide. Till now I had covered a part of Khandari, Bodla , Taj Nagri , Sewla, Hathras, Eta and Gwalior. For this, we need not to make any worry but all planning for the completion of target is done by Company guide. Selection of the areas is made through EDS (Execution Daily Survey) report; include name & address of the outlets. According to the AC Nelson, these outlets need a person that might convert into Coco Cola as a horizontal expansion. Being as a stranger about the places of Agra, EDS report plays a vital role in achieving the target as it provides the new places that requires a horizontal expansion. Our company guide has suggested for the tally calling to retailers, but according to me it is not much successful because Coca-Cola is the FMCG product that requires a face to face interaction .It is along term relationship between the retailer & company. Later I became the Team leader of 10 trainees .Training module of these trainees is based on RTM (Root To Market). I have to explain to make the web in order to grab the customer into a web of words in convincing to sell our product. Reporting of these training is made either morning & evening or

only in the evening as per the situation. Quest market response is discussed during reporting. During MIT, in whole Agra Region, I had selected Gwalior with team trainees. We all are known to the place but Agra sales Manager supported a lot. Now strategy to work is changed while implementing new program in outlets called Suggestive Selling .In this Program, our trainees is going trained the manager & waiter of Hotels, Restaurants & Dhabas suggesting the CocaCola & its brand while offering them with eatable alone. This is to be done by the trainees.

Price & service mix:

The service mix refers to the various to be provided to the consumer before and sales period different classes of customers. The company should concentrate on both these type of services in order to capture market and provide satisfaction to the consumers.

Rates list of coca-cola products Prod Tetr 200 300 330 400 500 uct a ml ml ml ml + Nam Pac 100 e k ml -- 170 216 552 -- 450 -- 170 216 552 -- 450 -- 170 216 552 -- 450 -- 170 216 552 -- 450 -- 170 216 552 --270 -- 216 --- 570 ----- 540 ---- 126 --- 264 -------

1 ltr.

1.2 ltr.

2 ltr.

------------ 504 648 ---105 --

423 423 423 423 423 -----

Research methodology
The purpose of research methodology is to describe the research procedure. This includes over all research design, the sampling procedure, the data collection method, the fried methods and analysis procedure. Since research consisted to two different surveys of retailers and consumer to different methodology were used which are explained below.

Research DESIGN:
Exploratory research and descriptive research design is used to collect the needed information regarding numbers of crates of coke and other brands, the preference of retailers for specific company brand and complaints if any.

SAMPLING:
Out of the total universe of retail stores, which stocks cold drinks or can sell cold drinks only 200 retails out let were taken. The sampling units are retail out lets with in the city of no growth. First areas were divided into starts and stores were randomly picked up for survey keeping in mind that every type of stores small and large should be included in the sample. Nonrandom is used sampling is used to important objectivity and accuracy to the problem at hand and this method can give current situation at the market place also.

FIELD WORK:
It is an important activity without which training cannot be done. It is an essential and inseparable part of my summer training program. The fieldwork is conducted in different areas which are provided. These areas are:Agra-Khandari, Bodla,Sewla, GwaliorHathrasEtah

Research & SAMPLING:

Type-Exploratory Research Method-Observation, Formats Type-Non random, Sampling Sampling Size-200 Outlet

Sales promotion techniques

The various methods of sales promotion are being adopted by Coca Cola now days. They may be grouped of classified under the following heads Consumer Sales Promotion Techniques. Trade Sales Promotion Techniques. Sales Force Promotion Techniques.

Consumer Sales Promotion Techniques

Consumer sales promotion methods are those which are directed at consumers to induce or persuade them to buy the companys are given incentives directly by the company to buy a product. Every possible effort is made to attract the consumers for being the product by providing for buying the product by providing various incentives directly to them. Prominent consumer sales promotion techniques or devices are as follows:

A. Premium: A premium may be defined as an article of merchandise or other of values which is offered as an inducement purchase a product or service. B. Samples: Samples are given free cost to the potential customers at the time of introducing a new product in the market. Samples are given or distributed with a view to allow the customer to the test the quality of the product before purchasing the same. C. Price or Promotion or Temporary Price Reduction: It is an offer to the consumer of a certain amount of money of the regular price of a product. In this case the consumer in offered a price reduction over the printed or list price on purchase made during a fixed period. D. Money refund offer: This is an offer the consumer that if he is not satisfied with the quality of the product, the manufacturing will return the purchase price with in a started period. E. Competitions contest calls: Competitions Contest calls are arranged with a view to attract the customers, preferable new customers, to participate in the contest and win cash prize, trip or tours or goods F. Education sales: Under this method products are sold at reduced price by the company, It is also called clearance sale. The method is pootialorty employed when a large stock of products accumulates with the seller and then the offer is made to the consumer to purchase. The same at concessional rates.

Trade Sales Promotion Techniques

Trade sale promotion is an incentive given to middlemen o pay goods in large quantity from the producer. The methods adopted for making bulk sales are called trade sales promotion techniques. Trade sales promotion techniques are: A. Discount: in this case the buying allowance or discount on purchases is offered to the dealer to induce to purchase companys product during a started period of time.

B.

Display and Advertising Allowance: In this method,

dealers display companys product at their premises and for this they are given display and advertising allowance by the company. The display and advertising allowance is paid on the company is product at their premise.

C.

Free Advertising Material: In this method

dealers are provided free advertising materials by the company such as Sign Board, Wall watch, Store Sing Board, Bill Books, Pan, Stand, Rack, etc.

Sales Force Promotion Techniques

Sales force promotion techniques are those methods which are intended to motivate the sales force to increase sales. Sales force promotion activities are to be planned, supported and coordinated with other sales promotion methods to make them more effective and useful. The main techniques of sales force promotion are as follows: A. Sales Force Contests: Sales force contest aim of fulfilling the needs of individual for achievement and recognition. The sales force context are planned, organized and arranged by the company from time to time so as to motivate the sales force to increase sales.
B.

Sales force bonus: in this method a sales quota is fixed to each

salesman to be achieved during a year.

Objective of the study

To study the market strength of Coca Cola.

 To study the market strategies of Coca Cola. To collect the information from the dealer and consumers of CocaCola in order to do the study of Coca Cola for sales promotion activities. To achieve adequate volume of sales. To project continuous growth of the enterprise. To study the factors effecting of Coca Cola. Product Availability. To study the SWOT analysis of Coca Cola.

Place mix:
A general manager has to develop a distribution structure for marketing is product available to his customer at the right place at the right time. Distribution makes consist of two ways these are Manufacturing to Retailers.

Manufacturing to Distribution.

Retailers Manufacturing of Coca Cola Products

Distributers I Distributers II Distributers III

Retailers I Retailers II Retailers III

Distribution Channels Promotion mix:

Promotion mix refers to the activities relating and motivating consumers to buy the product. Promotion mix involved decision with respect to advertising, personal selling, publicity and sales promotion. For promotion purpose, Coca Cola choose different type instrument for sale promotion .CCI use these promotion mix Advertising Banner and Postures Crates Display Rack, Shine Board, Counter Display,Visi-Coolers Schemes, Special offers.

 MIT(Merchandise Impact on trade)

SIP Objective
SIP objective is same for all companies either of FMCG or financial sector. As a trainee in Agra sales & marketing (Coco-Cola), worlds largest Beverage Company has tried to give best of its own. Beside, basic motive of summer internship are: Create the awareness in the work used in markets Building confidence Understanding the terminologies used in markets Capture the corporate opportunity Develop the network useful in enhancing the aspect Selling skills at various situation of market Team work & goal oriented.

Product comparison in India:

S.No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 Coca Cola Product Coke Diet Coke Thumps Up Limca Fanta Maaza Sprite Sprite Minute Maid Pulpy Orange Kinley Mineral water Kinley Club Soda Georgia Coffee --Pepsi Co. Product Pepsi Pepsi Diet Pepsi Mirinda Lemon Mirinda Orange Slice 7up Mountain Dew Tropicana Aquafina Mineral Water --Lays Product Lehar Product

D. Public: A public is an group that has an actual or potential interest in or impact on the organization ability to achieve its interest. Media public, local public are some example. Most of the people are interested in Coca Cola Product. People influence the sale of the Coca Cola Products through his new and past experience and perception. E. Market Intermediaries: CCI have to appoint number of market intermediaries of sales promotion.

These includes middlemen such as agents and merchants who helps the company to find customer or close Sales with them, physical distribution firms which assists the company in stocking and moving goods from their origin to their destination such as warehouses and transportation firms, marketing services agencies and financial intermediaries which finance marketing

activities and insure business risk. Marketing intermediaries are vital links between the company and final consumers.

Sales force structure

GM Sales RSM Manager) / AMM (Assistant Market Manager) Area Volume Controller Assistant Market Executive Manager Senior Executive Execution Manager Senior Executive Market Developer Junior Executive MEM (Market Executive

Sales Man Sales Promoter

HIGHLIGHTS OF COCA COLA Coca cola is worlds No. 1 soft drink brand. 4 of top 5 brands are owned by the Coca Cola Company Coca sells more than 1 billion drinks a day.

Coca cola employs more than 55000 people all over the world. Coca cola system uses: 24% of worlds Aluminum cans. 17% of worlds pet resin. 31% of worlds HFCS. 5% of worlds suger. 30% of worlds Aspartame.

SWOT ANALYSIS
STRENGTH: Consumers across the globe choose our brands for refreshment more than a billion times every day because Coca-Cola is...
The Symbol of Quality

 Customer and Consumer Satisfaction A Responsible Citizen of the World Coca Cola has been constantly innovating in terms of products to offer such incisive products to every segments which cater more than 1billion people per day. A thums up is much stronger in taste compared to Pepsi. Maintains high quality. A wide range of different tastes. Company has good money power. People trust coca cola. Coca Cola has a very innovative Research and Development divisions to develop new tastes and flavors. Over 55000 employees working for one organization across the globe. So, these standards are the strengths of Coca Cola Company.

WEAKNESS: It is very difficult to any company to maintain its operation in more than 200 countries successfully, So Coca Cola is also phasing some problems

which shows its weakness in some part of its operational countries which are as follows : Weak distribution network, particularly in some part of India. Company is also lagging behind in products like Lays and Lehar as compare to its main competitor PepsiCo. Retailers dont support its low budget schemes. It has very low budget for promotion and advertisement of its products. Company has offer very few products in India from its impressive product profile of more than 400 products across the globe. Coca Cola have incurred losses in some part of world.

Some products are expensive as compared to its close competitors. The Coca-Cola Company, alone, could never reach and serve all of its consumers.

 The Company relies on numerous groups to work together to make our brands available to consumers throughout the world. OPPORTUNITIES: A company which serves over 1 billion people per day in more than 200 countries with refreshing series of more than 400 products has always have great opportunities to grab. Some of these opportunities are: Countries like India, company have great opportunities to serve over 1 billion people. In India company have more than 60 percent market share only with 11 products, so here big opportunity to offer more than 390 products from its product basket.

THREATS:

A company which serves in more than 200 countries is always prone to threats. Some of these threats are: Government Policy. Market Competitors mainly PepsiCo. Dependent over distributor for distribution.
Baba Ramdeo is a big threat to all the soft drink companies.

Wrong weather forecasting for production. Cultural Restrictions.

Technology
Coca cola uses best available technology for the following process: Syrup Preparation. Cleaning of empty bottles. Filling of bottles. Capping. Labeling. Quality checks. Packaging or casing. Distribution.

These all process are integrated with each other with help the of automatic machines which are automatically maintain by computer tools or software like CAM (Computer Aided Machine).cleaning of bottles are maintain by various critical steps like PSF Filtration, ACF Filtration, 5 Micron treatment, Chemical Dosing, Chlorination and RO Water Treatment. Latest technology capping machine are use to maintain the air pressure in a bottle. Well maintain labs in each bottling plant to check the quality standards by taking regular sample from each batch which on process. Before filling, strength of bottle is check with the help of pressure and carbon Dioxide. Best possible transport are use to maintain the RTM

Macro factors:
It is known as general and remote environment. CCI have to focus on the macro factors because macro factors provide opportunities and threats to the company. These macro forces are generally more uncontrollable. Macro factors are:

Political And Government Environment: its play a very

active role for controlling all activity of CCI. The government role varies from a regulator to an entrepreneur and from planner to a promoter of its economy and trade and commerce.

Natural Environment: Natural environment affects the sales of CCI

at the high level. CCI produce the cold drink which is consumed by consumer in summer. When Raining season starts, Products sale of CCI goes down. In case of winter, sales reach at lowest point in hole year.

Technological Environment:

Demographical Environment: Cultural Environment: Global Environment:

Summary
My training program was start from 5th of June in Agra was my first day in company on that day our company guide conducted a orientation program for us from which we learn & come to know lots of facts about the company. I learn about the Coca Colas history, its origin, Colas inventor etc. I also come to knowhow the company works, its hierarchy, its different kinds of product & also Coca Colas advantage over its competitors. After that for two days we are exposed to market for practical experience of how the market works with our respective area Market Developers. I visited to the Coca Colas warehouse and depose.

Finally, Company Guide were assigned my target of MIT of company at Agra, Hathras, Etah, Gwalior. I worked sincerely to achieve my targets.

LIMITATIONS OF THE STUDY

No body is perfect in the world. Everybody makes some mistakes. If some body doesnt make mistakes, that means he or she doesnt work because when you do some work you are bound to make come mistakes. And there is

always room for the improvements. So this study may also not be free from the mistakes. But I have tried my level best to make this research project best. There may be some mistakes in this study. They may be as follows: The data has been collected from the retailers of particular area. The data was collected from the retailers by using questionnaire and interview method. This study may be affected from the biasness of the interviewer. The results have not been tasted. Some time the respondents were full of confidence while thinking much over it.

Research Methodology Economic Times Business World www.Coca-cola.com www.google,com www.pepsizone.com

by R.C. Kpthar