cOCA cOLA

APROJECT REPORT ON

“INDUSTRIAL MARKETING RESEARCH , OBJECTIVE AND LIMITATION OF

PRODUCTS”

SUBMITTED BY-

Student NameMBA

MARKETING

UNDER THE GUIDENCE OF:

INDUSTRY MENTOR FACULITY

Mr. Sachin Srivastava Mr. Rupeesh Sir AREA SALES MANAGER (Dada Nagar) Director

INDIA, KANPUR (U.P.) (Manipal Institute

name) (Marketing)

Manipal Institute Address

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BONAFIDE CERTIFICATE

Certified that this project report titled “VOLATILITY OF SHARE PRICES OF TELECOM INDUSTRY IN KANPUR ” is the bonafide work of “Anuj Kumar ” who carried out the project work under my supervision.

SIGNATURE SIGNATURE HEAD OF THE DEPARTMET FACULTY IN CHARGE

Mr.Roopesh Upadhyay Mr. Amit Bajpai

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ACKNOWLEDGEMENT

“Expression of feelings by words makes them less significant when it

comes to make statement of gratitude”

It gives me pleasure to express my most profound regards and sense of great

indebtedness and sincere gratitude to my project guide Mr. Amit Bajpai for

their guidance in preparing this report.

I would also like to thank my co-trainees who gave guidance and

support during the completion of the project.

I would also like to extend my sincere thanks to all my faculty members who

helped me a lot at every step of the project.

Hereby, I am deeply obliged and highly indebted to my family members for

moral support.

My special thanks to my friends who helped me out from time to time

during the project.

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TABLE OF CONTENT

Project Summary

Introduction

Organization Profile

Industrial background

Brief History of the Industrial organization

Industrial Organization structure

Responsibility of Marketing Research

Coca-Cola products Profile

Performance and progress of Coca-Cola

Promotion or advertising

Research methodology

Aims & objective of the study

Limitation of the study

Data analysis

Conclusion

Suggestions

Analysis

Appendix

Bibliography

Questionnaire

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Project

summaryCompany 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 through a model that

supports bottling operations, both company owned as well as

locally owned and includes over 7,000 Indian distributors

and more than 1.3 million retailers. Today, our brands are

the leading brands in most beverage segments. The Coca-

Cola Company’s brands in India include Coca-Cola, Fanta

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Orange, Fanta Apple, Limca, Sprite, Thums Up, Burn, Kinley,

Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange,

Minute Maid Nimbu Fresh and Nestea Iced tea, the Georgia

Gold range of teas and coffees and Vitingo (a beverage

fortified with micro-nutrients).

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

subsidiary of The Coca-Cola Company namely Coca-Cola

India Pvt Ltd which manufactures and sells concentrate and

beverage bases and powdered beverage mixes, a Company-

owned bottling entity, namely, Hindustan Coca-Cola

Beverages Pvt Ltd; thirteen authorized bottling partners of

The Coca-Cola Company, who are authorized to prepare,

package, sell and distribute beverages under certain

specified trademarks of The Coca-Cola Company; and an

extensive distribution system comprising of our customers,

distributors and retailers. Coca-Cola India Private Limited

sells concentrate and beverage bases to authorized bottlers

who are authorized to use these to produce our portfolio of

beverages.These authorized bottlers independently develop

local markets and distribute beverages to grocers, small

retailers, supermarkets, restaurants and numerous other

businesses. In turn, these customers make our beverages

available to consumers across India.

The Coca-Cola Company has invested nearly USD 1.1 billion

in its operations in India since its re-entry back into India in

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1992. The Coca-Cola system in India directly employs over

25,000 people including those on contract. The system has

created indirect employment for more than 1,50,000 people

in related industries through its vast procurement, supply

and distribution system. We strive to ensure that our work

environment is safe and inclusive and that there are plentiful

opportunities for our people in India and across the world.

The beverage industry is a major driver of economic growth.

A National Council of Applied Economic Research (NCAER)

study on the carbonated soft-drink industry indicates that

this industry has an output multiplier effect of 2.1. This

means that if one unit of output of beverage is increased,

the direct and indirect effect on the economy will be twice of

that. In terms of employment, the NCAER study notes that

“an extra production of 1000 cases generates an extra

employment of 410 man days.”

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

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to incremental growth for enterprises engaged in post

production activities like merchandising, marketing and

sales. In addition, we share best practices and technological

advancements with our suppliers, vendors and allied

industries which often lead to improvement in the overall

standards of quality across industries.

The Coca-Cola Company has always placed high value on

good citizenship. Our basic proposition entails that our

Company’s business should refresh the market; enrich the

workplace; protect and preserve the environment; and

strengthen the community. We leverage our unique

strengths to actively support and respond to local needs --

be it the need for education, health, water or nutrition. We

have used our distribution network for disaster relief, our

marketing prowess to raise awareness on issues such as PET

recycling, and our presence in communities to improve

access to education and potable water. The Coca-Cola India

Foundation is now taking forward in the community at large,

projects and programs of social relevance to carry forward

the message of inclusive growth and development. For more

details on activities of the Coca-Cola India Foundation,

please visit the website of the Coca-Cola India Foundation,

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Introducti

on

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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 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

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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.

Soft drink industry came into existence 1840’s; evaluation of soft drink took place over a much longer time period. The forerunner of soft drink began more than 2000 years ago when hippo crates, the “The Father of Medicine” first suspected that the mineral could be beneficial to our well being. But hippo crates did not envision drinking the effervescent mineral water bubbling from the earth’s crust. The Greek and Romans used them for bathing and relaxation.

By 1840’s both artificial and natural mineral were considered healthy and refreshing product in America. But pharmacist believed they could improved upon their curative’ experimented with a multitude of ingredient from birch bark to dandelions.

The soft drink was seasonal business in early days. Responding to consumer demand the industry rolled out soft drink in can and introduced diet beverages to the market.

Calabbradham ‘a North Carolina pharmist concocted Coca cola in the year 1890 as a cure for dysCoca cola (Indigestion).

In1903, Coca cola trademark was registered. Brad ham believed that marketing would be the to Coca cola’s prosperous future. Now he started his business in his first year he spent 1900 on advertising when sold only 40,000 liters of syrup.

Brad ham business strategy worked & in 1905 he built Coca cola’s first bottling plant. Three more plant followed soon and in 1907 he was selling 50,000 liters per year. Brad ham hired an advertising agency in New York &started in 1907.

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Trouble started at the end of world war when Brad ham overstocked sugar at high price, which subsequently dipped to rock to bottom in 1920. By1922 Company was insolvent & by 1923 it went bankrupt. Brad ham return to his pharmacy.

Roy Megargell a Wall Street broker stepped in and recognized the company. However the company was running at loss every year and with stock market crash in 1929, Megargell was not able upkeep the company any longer. In 1931, the company went bankrupt second time.

Coca-Cola India operations are fully integrated into the governance structure of The Coca-Cola Company, including two important codes:

(a) The Code of Business Conduct outlines expectations for employees to comply with the law and act ethically in all matters. The Code remains applicable to all employees of The Coca-Cola Company and its majority-owned subsidiaries. More details on the code can be accessed at our corporate website http://www.thecoca-colacompany.com/ourcompany/business_conduct.html.

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 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. More details on the Code of Business Conduct for Suppliers can be accessed athttp://www.thecoca-colacompany.com/citizenship/pdf/COBC_Suppliers.pdf

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More information is available online at www.thecoca-colacompany.com.

Organization Profile

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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 MissionOur 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.

To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference

Our VisionOur 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.

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 people’s 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

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Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality.Live Our ValuesOur values serve as a compass for our actions and describe how we behave in the world.

Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, it’s 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 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 Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently

Act Like Owners 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 didn’t

Be the Brand Inspire creativity, passion, optimism and fun

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Industrial Background

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In1898 an American pharmacist Calabbradham developed a beverage made of aerated water and the base of $25 billion international food &beverages giant was formed

Coca cola Co food & beverage international – a full-fledged company earns more than half its global revenues from snack food and fast food.

Coca cola Co’s major business includes –

Coca cola food KFC (Kentucky Fried Chicken) Pizza Hut Taco Bell California Pizza

Kenkucky Fried Chicken (KFC) with 9,000 restaurants in 66 countries and pizza hut with 9800 restaurants in 84 countries are household names in U.S.A & Europe.

The credit of marketing Coca Cola a household name goes to decade long ranging cola war between Coca cola and coke, which started 30 years ago.

Coca Cola incorporation is made by four major categories of product including food & beverages. They are as follows-

Coca cola Frito-Lays Tropicana Quakers

Coca cola is traded on New York stock exchange under the symbol PEP. From the office of Steve Reinmund, chairman and chief executive officer of Coca cola incorporation in New York it

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has been delivered that Coca cola has increased its earnings by 12% from $944 million to $1.06 billion this year due to huge increased in sale of its low calories beverages

Brief History Of

The Industrial

Organization

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Ninety years after the invention of what has become one of the most favored drinks globally, in 1988 Coca cola entered India flanged with heavy resources and riding the winds of change of newly opened economy.

The mission was to change the taste and lifestyle of a common Indian who identified soft drink and beverages as a few available cold drinks, squashes and concentrates.

Rajeev Bakshi, the Indian Coca cola chief sitting in the corporate office situated in Gurgaon, Haryana. The whole Coca cola business India is operated from this place under to mode of operations. They are as follows-

COBO (Company owned bottling plant) FOBO (Franchisee owned bottling plant)

Coca cola’s 40% operation is being done through COBO and remaining 60%

Operation is being done FOBO.

Coca cola India has invested $100million over the last few months in hiking

Production capacity by 40%and improving infrastructure &expects to add up to 60 Million new customers this year.

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Although India has a per capita consumption as low as 3 per person as

Compared to 400 in U.S.A. India has one of the largest number of potential Consumers in the world with the population of 1 billion.

Coca cola along with coca cola had introduced the 200 ml pack size last year across India, and this summer the company says that pack size will account for half of its total sales. Executive director (mkt) said, we have invested $100 million over the last couple of months. We have added capacity through Greenfield ventures as well as by upgrading existing lines, invested in infrastructure and other related activities.

COBO

DIRECT INDIRCT

C & F Agent Distributors

Regions of India which are covered by COBO are listed below:

Eastern U.P Punjab Haryana Himanchal Pradesh Gujarat Maharashtra Karnataka Karla West Bengal

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Tamil Nadu

FOBO DESTRIBUTION: The FOBO structure is under:

Coca cola Food Ltd.

Syrup Providing

Franchise (Bottler) Franchiser invests in plants, machinery for distribution and infrastructure.

The regions covered by FOBO are:

Jammu & Kashmir

Delhi and National capital region (NCR)

Western U.P

Rajas than

Goa

M.P

A.P

Orissa

Bihar

N. E states

Jharkhand

COCA COLACO: U.P Level

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U.P which covers 8.9%of India’s total geographical

area has 16.44%of India’ total population. Sourav Gupta, head of the utter Pradesh has been given responsibility to look after here. 80% of the total populatation of U.P is residing in rural areas. Company has conducted a survey that in U.P 85%of total population has not tested any of the soft drink yet. Sothe Company has good scope to cater to this population in future.

There are three bottling plants, which exits in U.P.

Kalyanpur

Bithor

Hanspuram

COMPETITIVE SITUATION:

No two companies could be more similar or more different. Coca cola’s main competitor is no else but coca-cola. Both companies have been selling thirst quenchers for hundered years that are now global brands.

Coke is mainly a franchisee – driven operation with a company supplying its soft concentrates (secret portion) to its bottlers around the world.

Coke management realizes that soft drink is a convenient as well as an impulse product. Accordingly the company’s expertise lies in consumer marketing.

Through product differentiation coke planed to reach out to the consumer by enhancing consumer accessibility to the product with larger, multi server pack, all competitively priced coke, therefore plans to enter Indian home.

Demand of soft drink is increasing at an average rate of 20%, means that company will have to build capacity,

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infrastructure, make their bottle more available &more affordable. Coke infrastructure plans include setting up new subsidiaries. It is also considering a 35 Greenfield ensure to set up model plan build in Western corridor most likely Gujarat. They will have four product lines with the capacity of 600 hundred bottles per minute, with a built in flexibility to adopt top different flavor and sizes.

Another option for building capacity is to bring in bottlers from overseas to invest jointly in fresh capacity. The company wants to go a step further and setup coco- cola institute, a training facility for bottlers.

Coke has various advertising / consumer awareness plans. The company has not been a big advertiser until now. One reason for this is coke did not want to overspend on big advertisement budget and another reason is that coca- cola is not yet a national brand. Consequently, localized media advertising and promotion was opted, whoever coke intends to rational in future, hence advertising will move into the national media then. Coke is to put into its advertising an estimated rest 25 cores which will increase its share of noice in the market.

Coke continues to stay with its multiband strategy. They enhance the ability to leverage self-space at the retail outlet.

At last I would like to say, that in soft drink business if you are not up to date each and every movement & not keeping the tight vigilance what your competitor is doing, what are the changes, which is being brought about by them. And you have to be quiet adaptive, you immediately have to take decision to come to level of your competitor.

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COCA COLACO HAS STRONG BRANDS WORLD WIDE:

COCA COLA : $15.6 BILLION QUAKERS : $1.9 BILLION

DEW : $5.0 BILLON RUFFLES : $1.8 BILLION

COCA COLA DIET: $4.3BILLION 7 UP : $1.6 BILLION

WALKERS : $4.1 BILLION CHEETOS : $1.4 BILLION

TROPICANA: $2.3 BILLION MIRINDA : $ 1.1 BILLION

DORITOS : $2.2BILLON LIPTON ICE TEA: $1 BILLION

BARORATE : $3.1 BILLION

TOP 13 BRANDS REPRESENT OVER 65% OF TOTAL SALE OF COCA COLACO FOOD & BEVERAGES.

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Industrial Organization Structure

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The soft drink market is highly skewed in term of place of consumption , regional distribution &soft drink flavor as well as in term of SKU’s , while 80% of the consumption is impulse , based outside home and remaining 20% comes from consuming at home. This trend is slowly changing with increasing in occasion and changing in life style. Increasing in urbanization and impact of liberalization has slowly and gradually started moving the market from impulse led to occasion led and to home refrigeration led consumption.

Understanding of market trend & consumption of different beverages in different part of India is very important. From the survey it has been shown that cola’s main market exits in metro cities, Northern part of India like Punjab, Haryana and some part of the U.P also. Orange flavor drink is popular in Southern state Soda to be sold largely at the same place. Western market has preference towards mango flavored drink. In term of SKU’s the market is skewed towards 300ml which continues around 80-85% of the market , rest are in term of other pack sizes. But increasing consumption on occasion and home refrigeration consumption has started the trend of using PET bottles .consumption of PET is more in urban areas compare to rural areas. From the survey it has been found that 75% sale of PET comes out from urban areas and rest from rural areas.

An other peculiar feature of the market is to positioning and targeting of various brands. While cola brands of coke is targeted at teenagers and positioned as refreshment of mind and body. Its Thumps-up brand is targeted at people in group of 20-29 year positioned as thing for adventure loving. Fanta is targeted at in pre teenage group and is positioned as fun thing .

Coca cola product is targeted towards youth while the Miranda and 7UP are positioned on fun platform and for enjoying light movement of life. Coca cola distribution network has 6 lakh outlets across the country during FY00 which it is planning to increased by 10 lakh by FY03

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ORGANIZATION CHART: (MARKETING)

VICE PRESIDENT OF

MARKETING

OTHER SALES FUNCTIONAL MANAGER MANAGER

REGIONAL REGIONAL REGIONAL REGIONAL SALES SALES SALES SALES MANAGER MANAGER MANAGER MANAGER EAST NORTH WEST SOUTH

SALES SALES SALES SALES

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MANAGER MANAGER MANAGER MANAGER FINAL FINAL FINAL FINAL CONSUMERS CONSUMERS CONSUMERS CONSUMERS

SALES SALES SALES SALES MANAGER MANAGER MANAGER MANAGER ORG “L ORG”L ORG”L ORG”L CONSUMERS CONSUMERS CONSUMERS CONSUMERS

ORGANIZATION CHART OF COCA COLA:

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Responsibility of

Marketing

Research

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Plan, to discuss and execute such sales policies as will help to

achieve targets.

To achieves volume sales figures.

To be responsible for district wise/distribution point wise sales

achievements.

To manage sales promotion activities.

To maintain credit control.

To fix target for distribution points and follow up with sales

supervisor for achievement.

To collect and discuss, competitive activity information.

Recommendation

The following are some recommendation which I think company

should do--------

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1. The company should organize the monthly meetings of its

retailer and try to solve the problems they are facing in the

marked at the optimum level.

2. The company should also organized the get together events of

retailer in which we build up better relationship with them and

assuring them of benefit that they can be Products.

3. P.S.R should cheek Products in every visit that make awareness

among retailer.

4. P.S.R should tell retailer about the profit of Products.

5. Company should take some stick action to those retailer whom

Products.

6. Company should increase the availability of demanding products

in well manner.

7. Company officer should visit the every retail outlet and should

cheek the Products.

8. Company should make good relationship with retailer.

Your suggestion

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For building the harmonious relations with retailers and

consumer the authorized dealer of the company in the particular

city should provide hording and banners for the promotion /

advertising of the brand.

The company should also keep a watch on properly display of

advertisement management given by the company to television

and other media.

The company should also keep a watch on discount and facilities

and other sales promotional schemes provided by the company

to the consumers.

The company should give high priority the maximum numbers of

monopoly out lets.

School and college students should be targeted.

Typical or no understandable advertisements should not make.

The cast of the advertisement should be pre-analyzed.

Increase the availability of soft drinks and maintain the quality of

the drink according to the advertisement showed.

Majority as a part of the suggestion says that supply is done in a

proper manner and viability of all products should be in proper

manner.

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Coca-Cola

Products

Profile

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Product List

COCA-COLA

DIET COKE

THUMS UP

SPRITE

FANTA

LIMCA

MAAZA

MAAZA MILKY DELITE

MINUTE MAID PULPY ORANGE

MINUTE MAID NIMBU FRESH

BURN

KINLEY WATER

KINLEY SODA

SCHWEPPES

GEORGIA GOLD

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Product Safety & Quality

The global nature of our business requires that the Coca-Cola

system has the highest standards and processes for ensuring

consistent product safety and quality – from our concentrate

production to our bottling and product delivery. We measure key

product and package quality attributes to ensure our beverage

products in the marketplace meet Company requirements and

consumer expectations. Consistency and reliability are critical to

our product quality and to meeting global regulatory

requirements and Company standards.

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Coca-Cola India Launches The Globally Successful Minute Maid 100% Juice In The Country.   Launch further strengthens its diversified product portfolio and will provide more choice to consumers.

Coca-Cola India Launches The Globally Successful Ready To Drink Iced Tea - 'NESTEA®' – in the countryCoca-Cola India announced the launch of the globally successful ready-to-drink iced tea brand 'NESTEA®' in the country. The latest offering promises to uniquely refresh the consumers with its lemony, light flavor allowing them to enjoy the delicious goodness of tea.

Coca-Cola India Rolls Out 'Shadow' Campaign featuring Bollywood Heartthrob Imran KhanCoca-Cola India rolled out the latest communication campaign 'Shadow' for brand Coca-Cola featuring Bollywood heartthrob and Coca-Cola Brand Ambassador- Imran Khan on mass media.

Coca-Cola India Forays Into the Dairy Segment, Launches It's Latest Innovation, 'Maaza Milky Delite'After successfully delighting consumers with the irresistible taste of Maaza, Coca-Cola India has now announced its foray into the dairy segment with the launch of its latest innovation.

Leading Actor & Fanta Brand Ambassador Genelia D'souza Meets the Winners of 'Sip A Taste Of Friday' Initiative   Leading Actor and Fanta Brand Ambassador, Genelia D'souza today met the winners of 'Fanta – Sip A Taste of Friday', an exciting initiative rolled out to connect with consumers across the states of Karnataka, Andhra Pradesh and Tamil Nadu.

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Performanc

e And

Progress Of

Coca-Cola

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Coca-Cola is proud to share the progress we've made on our

'Performance with Purpose' agenda journey over the last year. Take a

look at some the most significant successes.

Progress:-

Accelerated the growth of our portfolio of healthful products

Coca-Cola named to the Dow Jones Index for the third

straight year

Expanded our portfolio of healthful products through

innovation

Launched the food industry’s first Carbon Reduction Label

with the Carbon Trust on Walkers Crisps

Improved water intensity ratio across all of our operations

Committed more than $16 million to organizations working

to bring safe water to developing countries

Incorporated consideration of environmental sustainability

issues and opportunities as part of every capital

expenditure evaluation for projects greater

Signed CEO Water Mandate

Conserved nearly 5 billion liters of water and nearly 500

million kilowatt hours of energy worldwide in 2007 as

compared to 2006

Set corporation-wide goals to reduce water consumption

by 20% per unit of production by the year 2015

Authored with industry the "Global Commitment to Action

on the Global Strategy on Diet, Physical Activity and

Health", a commitment addressed to the World Health

Organization

Launched our global sustainable packaging policy

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Improved significantly our water, fuels, and electricity

efficiency

Reduced PET bottles, paperboard, and corrugated

materials by more than 20 million pounds

Introduced our Supplier Code of Conduct

Joined Supplier Ethical Data Exchange (SedEx)

Increased spending on women and minority owned

businesses

Translated our Human Rights Workplace Policy into 20

languages

Incorporated consideration of environmental sustainability

issues and opportunities as part of every capital

expenditure evaluation for projects greater than $5 million

Saved nearly 1.5 billion gallons of water worldwide in 2007

compared to 2006

Continued reuse of water from processing, working with

local communities to provide access to clean water, and

supporting farmers to deliver "more crop per drop"

Offset the total purchased electricity used by all Coca-Cola

US-based facilities by purchasing renewable energy credits

Honored by the U.S. Environmental Protection Agency

(EPA) with 2007 and 2008 Energy Star Partner of the Year

awards for energy conservation

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Promotion

Or

Advertisin

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g

Stakeholders recognize Coca-Cola India's efforts towards water stewardship and Sustainability the BU celebrates World Water Day

Coca-Cola's commitment and continuous endeavors in the area of environment conservation,water stewardship and sustainability have been recognized at several stakeholder forums. These recognitions, coming around , this World Water Day are special as many of these awards are for its efforts to Reduce, Reuse and Replenish water.

The Company was recently awarded the coveted Vishwakarma Award for its outstanding efforts in the field of Corporate Social Responsibility. Coca-Cola India received the award as a recognition for its rain water harvesting efforts in partnership with communities across the country. These awards have been instituted by the Construction Industry Development Council (CIDC) - the apex body established by the Planning Commission of India and the Construction Industry. CIDC is dedicated towards promoting best practices in the Indian construction industry.

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Coca-Cola India was also awarded the coveted Chanakya Awards 2011 by the prestigious Public Relations Council of India (PRCI) for using communication as a tool for creating awareness on water conservation. The award was presented to the Company in recognition of the communications tool- The Ripple Effect, developed for sharing best practices in Water and Sanitation project of Coca-Cola and UN-HABITAT in India & Nepal. The award recognizes the Company's efforts in reaching out to the stakeholders and partners; a far reaching impact on water conservation, water access and sanitation; and creating a ripple effect by creating a partnership that blossomed into a partnership over nearly 20 NGOs, government department and institutions.

The same project Ripple Effect- with UN Habitat was also awarded the coveted prize of 'Best Use of Public Relations for a Social Cause Award' at the First Indian PR and Corporate Communication Awards instituted by the leading communication house - Exchange4Media. Exchange4Media is one of the most credible and the largest source of media, advertising and marketing information in the country.

Page 44

PRCI also recognized the Company's efforts towards transparency and openness with respect to its stakeholders by awarding its corporate website the Silver award in the country's best website category. PRCI noted that the website had been used as a tool to interact and engage with stakeholders including former employees which further enhanced engagement. The Company's website is a one stop hub for information on economic, social and environmental matters on the Coca-Cola system in India.

In addition, Coca-Cola India's New Year calendar based on the theme of environment and , sustainability has been recognized as an innovative and unique attempt at promoting environmental awareness in the country, by PRCI. PRCI noted while giving away the Silver Prize that, coming from a company that is known across the world for its brands and its marketing capability, the Environment calendar reflects its global focus on 'Sustainability". The calendar has been shared with more than 25,000 stakeholders across the country.

Wednessday, June 27, 2012 Mr. Muhtar Kent, Chairman & CEO, The Coca-Cola Company meets retailers in Agra on his visit to India

Tuesday, June 26, 2012 Coca-Cola Targeting Additional US$3 Billion Investment to Support Long-Term, Sustainable Growth in India

Tuesday, June 26, 2012 Coke Studio@MTV- Season II Premieres in Delhi

LIVE POSITIVELY focuses on seven core areas key to our business sustainability: Beverage Benefits; Active Healthy Living; Energy Management and Climate Protection;

Page 45

Community; Sustainable Packaging; Water Stewardship; and Workplace.

Our Recent Initiatives

Support My SchoolIn it continued endeavor to help build sustainable communities, Coca-Cola India and NDTV in...

The Coca-Cola System in India Celebrates World Water DayReaffirming its goals on Reduce, Reuse and Replenish water ...

Page 46

Mir Iqbal Hussain Trophy 2011Coca-Cola India and All India Football Federation launch the third edition of the 'Coca Cola Mir Iqbal Hussain Trophy' 2011...

Coca-Cola India partners with Indian School of Business (ISB) to launch the Coca-Cola – ISB Retail Academy...

Page 47

Research

Methodolo

gyPage 48

WHY THIS PROJECT WAS UNDERTAKEN:

Coca cola has taken this project to evaluate their competitive strength in respect of the assets which company has provided in the form of glass strength, chilling equipment, singe, and to identify the gap in respect of geographical location where Coca cola’s product are not

accessible.

PROBLEM ENVIORNMENT:

Coca cola has a tough competition with Coca-Cola. No doubt in that Coke has been a big company in all respect in compare to Coca cola since long time. The kind of competition that occurs in soft drink industry is not found in any of the sector in all over the world.

Both the players have to keep strong vigilance on each one’s activity. Both of the company are run with the same kind, if one company implements any new thing in their operation, other also has to be adopt, if they are not up to date and not brings changes in their way of business, what and how its competitor doing, they would have been immediately thrown out of the market.

Page 49

THE PROBLEMS BEING FACED:

Company has been facing numbers of problem in the market of Kanpur. They are mentioned below:

Retailers were not looked enthusiastic and satisfied. They looked monotonous in doing the business with Coca cola.

Only big retailers who has the monopoly of Coca cola were in tough with the companies employee, but the rest had no contact with Coca cola’s employee even they do not know how to deal with the problems which may arise from once you given the security to the company for selling their product.

Shortage of the bottles is also create major problem, some retailers wants to buy more product in peak of season but sales man cannot give him because of instruction from his distributor.

``

Page 50

WHAT DOES COMPANY EXPECTS TO DO BY SOLVING THE PROBLEM?

Company wants to evaluate its market strength in comparison to coke. They want to evaluate their market in respect of facilities that both the companies have provided in the form chilling equipment, glass strength, sinage etc. Company also wants to aware with those geographical areas where it has very weak market in Kanpur.

So company expects to remove those problem where they find weaker themselves from the of survey that we have done in our summer training. So Coca cola has good opportunity to cater to those areas of Kanpur, where its opponent is much stronger with them.

Page 51

RESEARCH PROBLEM:

Research problem refers to some difficulty, which a researcher experiences in the contest of either a theoretical or practical situation and want to obtain a solution for the same.

The major problem that has been practically faced in doing research is that, outlets owner did not responded me precisely once they knew that research is being done on Every Dealer Survey project from the Coca cola Company, because their perception was like that the survey will not benefited them.

Page 52

Aims &

Objective

Of The

Study

Page 53

TO evaluate the Competitive strength of Coca cola in Kanpur.

SUB –OBJECTIVES: There are many sub- objectives under the light of whole research have been done, they are as follows:

Number of outlets on which soft drink are being sold.

Chilling equipments, which they have.

Total glass strength.

Sign board of the company.

Source of information: There of two sources for collecting the information. They are as follows:

INTERNAL SOURCES: Information is collected from the different department within the organization are said to be internal source of information.

EXTERNAL SOURCES: They are collected from outside of organization and can be further divided into two types:

PRIMARY SOURCE OF INFORMATION: Under this questionnaire are prepared and the questions are directly asked to the consumers.

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SECONDARY SOURCES OF INFORMATION: under this, information’s are collected with that source which has been used in primary source of collection.

I have used questionnaire method for collecting the information; the questionnaire is given in the form of EDS (EVERY DEALER SURVEY) report from the company.

RESEARCH DESIGN:

A research design is the arrangement of conditions for collection and analysis of data that aims to combine relevance to the research purpose with economy in procedure. It constitutes the blue print for the collection, measurement and analysis of data.

There are two types of research design:

Exploratory Research: Its goal is to shed light on the real nature of the problem and to suggest possible solutions or new ideas.

Conclusive research: It is designed to choose among various possible course of action i.e. to make decision.

RESEARCH INSTRUMENT: QUESTIONAIRE

It can be of two types:

o STRUCTURED

o UNSTRUCTURED

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In structured a formal list of questionnaire is set up and these questions are asked directly to the person concerned while in none structured there is not a definite set of questions.

I have chosen structured questionnaire, which is in the form of EDS, under which given questions, were directly asked.

SAMPLE TECHNIQUE: Sampling may be defined as the selection of some part of the aggregate or totality on the basis of which a judgment or inference of the aggregate is made. In other words, it is the process of obtains information about an entire population by examining only a part of it.

There are two types of sampling:

o Probability Sampling Method: In this method every item in the universe has a no chance of being chosen for the sample. In this sampling mathematical calculation is possible. Probability sampling of three types-

Sample Random Sample

Stratified Random Sampling

Cluster Sampling

Non- probability sampling method: This method does not provide every item in the universe with a known chance of being included in the sample. In this sample mathematical calculation is not possible. Types of Non- Probability sampling are:

Convenience Sampling

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Judgment Sampling

Quota Sampling

I have used Non- Probabity Convenience Sampling.

Sample sizes: 570 outlets.

FIELD WORK:

I was given a questionnaire, which was in the form of EDS (every dealer survey) report.

I went to the outlets owner in my given areas and made filled the questionnaire by them.

I had to visit only those outlets, where soft drink was being sold.

I had to access those geographical areas also were where Coca cola might be sold but not being.

ANALYTICAL TOOL USED: They are as follows:

Percentage Pie- chart Bar- chart Doughnut

Page 57

Limitation

Of The

Study

Page 58

I was not very well known with the city of Allah bad.

It was the hottest time of summer, due to this survival was difficult.

Summer season is the peak time for soft drink industry that is why distributors and retailers had not enough time to talk with me.

Some time outlet owners reacted abusely with me, when they came to know that I am from Coca cola, because they had some bad experience in doing business with Coca cola.

Some retailers tried to disguise me by giving wrong information.

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Data

Analysis

Sample Profile: Sample profile is mentioned as follows:

I have to I was given a questionnaire in the form of EDS (EVERY DEALER SURVEY) by the company.

I was assigned to a geographical area, which is a part of territory of the distributor of the company.

My work was limited to visit only those outlets, which come under the territory of my distributor.

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Directly asked question to the retailers, which was mentioned, in my Ends reports.

68%

30% 2%

CONSUMPTION OF SOFTDRINKS IN THE FORM OF BOTTLES .

PEPSI

COKE

OTHERS

Page 61

INTERPRETATION:

68% of Coca cola’s flavors are being consumed.

30% of Coca-Cola’s flavors are being consumed.

Rest 2% is being consumed by some local brands.

PEPSI59%

COKE41%

PRESENCE OF DEALER BOARD ON OUTLETS

PEPSI COKE

INTERPRETATION:

Page 62

60% of Coca cola’s flavors are being consumed.

40% of Coca-Cola flavors are being consumed

PCI CCX0.00%

20.00%

40.00%

60.00%

80.00%66.25%

33.75%

CAPACITY OF GLASS STRENGH OF BOTH THE COMPANIES

East

INTERPRETATION:

Coca cola contains 66.25% in total glass strength.

Page 63

Coca-Cola contains remaining 33.25% of

total.

INTERPRETATION:

58%

42%

TOTAL MARKET SHARE OF ANY OF SOFT DRINK IN

ALLHABAD

PEPSI COKE

Page 64

Coca cola has covered 58% of the total soft

drink market of Allah bad.

Rest 42 % of the market is covered by coke.

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

0102030405060708090

East

West

North

Page 65

BISLERI

KINLEY

AQUAFINA

YES

BAILEY

OTHERS

0%

5%

10%

15%

20%

25%

30%

35%

13%

31%

26%

8% 7%

16%

MARKET SHARE OFPEPSI'S WA-TER(AQUAFINA)IN ALLAHABAD

East

INTERPRETATION:

Aquarian acquires 26% of total water market.

Kinley acquires 30.56% of total water market.

Bisleri covers 13% of the total.

Bailey covers 7% of the total market.

Yes acquires 85 of the total area.

Page 66

Rest of the brands like, Mac-Dowell, King fisher and some local brands covers remaining.

27%

29%

44%

PRESENCE OF CHILLING EQUIPMENT ON DIFFERENT

OUTLETS.

PEPSI

COKE

OWN

Page 67

INTERPETATION:

Coca cola contains 27 % of share in providing chilling equipments.

Coca-Cola stakes 29 5 of the total.

Remaining 44 % are their own.

INTERPRETATION:

Coca cola has provided 24%ofOYC (OWN YOUR CHILLING) to the outlet owners of total

Coca-Cola has provided remaining 76%.

24%

76%

PRESENCE OF OYC GIVEN ON SCHEME BY BOTH COMPANIES

PEPSI

COKE

Page 68

INTERPRETATION:

14% of the shops where only Coca cola’ ice chest is present.

67 % shops are available with the ice chest of Coke.

Rest 19 % shops contain both of the ice chests.

14%

67%

19%

ICECHEST IN USED PROVIDED BY BOTH OF COMPANIES

PCI

CCX

BOTH

Page 69

PEPSI39%

COKE61%

PRESENCE OF GLOWSIGN ON

DIFFERENT OUT-LETS

PEPSI COKE

Page 70

INTERPRETATION:

Coca cola has provided 39 % of glow sign to the outlets in total.

Remaining 61% has been provided by Coke.

PEPSI59%

COKE41%

PRESENCE OF DEALER BOARD ON OUTLETS

PEPSI COKE

Page 71

INTERPRETATIONS:

Coca cola has covered 59 % of outlets, where its dealer board is present.

Remaining 41 % is covered by Coca-Cola.

INTERPRETATIONS:

Coca cola has painted 64 % of area of total covered area by both of the company.

PEPSI64%

COKE36%

RATIO IN RESPECT OF AREAS COVERED BY

PAINTING

PEPSI

COKE

Page 72

Rest 36 % of area is covered by Coke.

31%

55%

14%

RACTS IN USED BY THE SHOPKEEPERS

PEPSI COKE BOTH

INTERPRETATIONS:

Page 73

31 % of the outlets owner who are using only Coca

cola’s racks.

55 % of the outlet owners using only Coke’s rack

14 % of the outlet owners are using the racks of both companies.

Conclusio

n Page 74

The company has given me a responsibility to evaluate the market potential of Coca cola in respect of glass strength, signage and chilling equipment and to find out those geographical locations where company has a scope to sell their products.

In this regard I have drawn some conclusions on which they need to put some extra efforts, so that they can overcome on Coke in respected areas:

The distribution of chilling equipments to the outlets is not up to the mark, means shops which are consuming more has a low capacity equipments or having own chilling and shops which are consuming less having high capacity equipments.

Exchanging of the chilling equipments should also be done from one who has been improving its selling capacity day by day and the one who remained stagnant for long times.

Company has painted most of those areas where no soft drink is being sold, and not those areas where most of the population is gathered.

Page 75

Company is not given emphasize on some interior areas, where Coke has captured the 90% of market and it has provided all the facilities to the outlet owners.

Company has not provided any of the facilities in those interior areas, even the shopkeepers started abusing to the company employees when I visited there.

Few Sub- Dealers of the company seemed not to take interest in improving their sales and to enhance their territory.

Lack of motivation was accessed in employs of the company as well as sales men who are working under distributors

Page 76

Suggesti

ons

Page 77

o Company has a wider scope to cater to the rulers market, for that sales man who is working under distributors has a quality to persuade the retailers to purchase their products.

o Company should be given more and more scheme to the retailers as the Coke people is doing and the benefits of scheme should be reachable to each big and small retailers.

o Sales man who is as well as driver under the distributors play a pivotal role in enhancing the sales of the distributors, so if company targets them to improve their sell by giving them some additional benefits and make feel them a responsible person.

o The products should be regularly and timely available to every retailer’s whether his shop is situated in the hub of the market or in somewhere in outskirts.

o Some outlet owners want to keep the inventory at large when the summer is on its peak, but they are not able to due to not having that much of inventory, so the company has scope to increase their sell if they succeed to remove this problem of retailers.

Page 78

o Scheme should be honestly distributed to each

small and big outlet owners.

Appendix

Page 79

Pci = Coca colaCo incorporation

Ccx = stand for a competitor

PET = stands for polyethylene tereptorate (plastic bottle)

OYC = Own your cooling

Page 80

Bibliograp

hy

Website: The Coca-Cola CompanyURL: http://www.thecoca-colacompany.com/ourcompany/index.html

Website: World of Coca-Cola at Pemberton PlaceURL: http://www.worldofcoca-cola.com/coca-colahistory.htm Website title: Atlanta Georgia Attractions - Attractions in Atlanta Georgia | World of Coca-ColaPage title: Coca-Cola History | World of Coca-Cola

Website: How Stuff WorksURL: http://money.howstuffworks.com/coca-cola1.htmPage title: How Coca-Cola worksAuthor: Tracy V. Wilson

>Botteling: 

Page 81

Website: National GeographicURL: http://video.nationalgeographic.com/video/player/national-geographic-channel/specials-1/science-technology/ngc-the-coca-cola-can.htmlVideo title: The Coca-Cola can

Water Controversies:

Website: India Resource Center URL:http://www.indiaresource.org/campaigns/coke/Page title: Campaign to hold Coca-Cola accountable 

Website: PBSURL:http://www.pbs.org/now/transcript/transcript_shiva.htmlAuthor: Bill Moyers, interview with Vandana ShivaPage title: Transcript: Interview with Dr. Vandana Shiva 

Website: Mindfully.org URL: http://www.mindfully.org/Water/2005/India-Coca-Cola-Pepsi14mar05.htmPage Title: India: Soft drinks, hard casesAuthor: Vandana Shiva

Contraverisies: Website: Businessweek - Business News, Stock Market & Financial AdviceURL: http://www.businessweek.com/magazine/content/06_04/b3968074.htmPage title: "Killer Coke" Or Innocent Abroad?

Website: The New York Times - Breaking News, World News & MultimediaURL:http://www.nytimes.com/2003/05/21/business/protests-in-india-deplore-soda-makers-water-use.html?scp=6&sq=coca-cola%20controversy&st=SearchPage title: Protests in India Deplore Soda Makers' Water Use - New York TimesAuthor: Sartha Rai 

Health affects:Website:  Natural Health Articles - Latest and Current Health News and Information by Dr. MercolaURL: http://articles.mercola.com/sites/articles/archive/2005/06/14/calories-america.aspxPage title: The Number One Source of Calories in America Author: Dr. Mercola

Page 82

Website: Natural Health Articles - Latest and Current Health News and Information by Dr. MercolaURL:http://articles.mercola.com/sites/articles/archive/2010/04/03/soft-drinks-firms-claim-sugary-sodas-cut-in-schools.aspxPage title: Soft Drink Firms Claim Sugary Sodas Cut in SchoolsAuthor: Dr.Mercola

Website: Natural Health Articles - Latest and Current Health News and Information by Dr. MercolaURL:http://articles.mercola.com/sites/articles/archive/2010/11/04/the-dirty-truth-behind-coca-cola.aspxPage title: The dirty truth behind Coca-ColaAuthor: Dr. Mercola

Photo credits: o Ice cold coca cola ad page one: http://www.thecoca-

colacompany.com/dynamic/press_center/imagegallery.html?assetId=41499&assetTag=heritage 1931 USA Ad

o Friendliest drink on earth: http://www.thecoca-colacompany.com/dynamic/press_center/imagegallery.html?assetId=41603&assetTag=heritage

o

o Jacobs Pharmacy: http://www.thecoca-colacompany.com/dynamic/press_center/imagegallery.html?assetId=41603&assetTag=heritage 

o John Smith Pemberton: http://www.thecoca-colacompany.com/presscenter/img/imagepeople/downloads/lg_pemberton_john.jpg

o Frank Robinson: http://www.ccc-spain.com/historia%20de%20coca-cola.htm Coca-Cola of spain 

o Coca logo: coca-cola-art.com o Candler: coca-cola-art.como Coca Cola cans: sparklette.neto Drawn bottles corporateraiter.com o World map photo: geology.com o evoltion of bottles: fanpop.como king cola: shorpy.como Logo: http://www.squidoo.com/coca-cola-logo o Contour bottle: coca-cola company image gallery o Hilltop coca-cola

ad: http://www.thecoca-colacompany.com/dynamic/press_center/imagegallery.html?assetId=41577&assetTag=heritage

Page 83

o Polar bear: coca-cola companyo newspaper ad: adbranch.como dreesed up woman, old ads: coca-cola companyo Santa ads: all from coca-cola company o in school: theslowcook.como http://www.google.com/imgres?

um=1&hl=en&sa=X&biw=946&bih=662&tbm=isch&tbnid=V4u55kC12np1oM:&imgrefurl=http://www.nationsonline.org/oneworld/india_map.html&docid=qBpiMn3O2ihszM&imgurl=http://www.nationsonline.org/bilder/map_of_india50.jpg&w=846&h=890&ei=ijI9T8uYDpOQ0QHmpJHEBw&zoom=1&iact=hc&vpx=91&vpy=306&dur=5507&hovh=230&hovw=219&tx=107&ty=124&sig=111254413678984234476&page=1&tbnh=126&tbnw=120&start=0&ndsp=17&ved=0CF4QrQMwBQ india water

o coke: the-travel-garden.blogspot.com

Page 84

Questionna

ire

General information

Name: ___________________________________________

Designation: _______________________________________

Page 85

Organization: ______________________________________

Address: __________________________________________

Phone: ___________________________________________

E-mail: __________________ URL: ___________________

Business type: ______________________________________

I have collected some more data from the questionnaire which is

following

Survey

Name of outlet:

Route

Date:

1. How many case of Coca-Cola soft drink purchased by

outlet daily-

Page 86

(A) 1-5 (b) 5-10

(c) 10-15 (d) more than 15

2. Which company’s soft drink sell by outlet

(a) Coca-Cola (b) Pepsi

(c) Both Coca-Cola & Coca-Cola (d) other

3. Does outlet have Coca-Cola Products—

(a)Yes

(b)No

4. Which company Product outlet have

(a)Coca-Cola (b)Both (Pepsi and coca cola)

(c)Other

5. Does outlet owner know the criteria of Coca-Cola Product

(a)Yes

(b)No

6. Does P.S.R cheek Product in visit-

(a)Yes

(b)No

7. Why did outlet owner not do Coca-Cola Products

(a)Due to not having stock

(b)Due to not having proper supply of product

Page 87

(c) Due to light

(d)Due to other factor

8. Do you know the profit of Coca-Cola Products

(a)Yes

(b)No

9. Is outlet having proper stock

(a)Yes

(b)No

10. Is shopkeeper giving proper support in Coca-Cola

Products

(a)yes

(b)no

11. Any suggestion

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Q. Any problems and suggestions give to us?…………………….

Q. How many TV set do you sell in a month?

.................................

Q. What is your strategy in off sessions?

.................................

Q. What is your strategy in on sessions?

Page 89

.................................

Q. What is the work culture of other competitors?

.................................

Q. What is the weakness of our company?.................................

Page 90