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AC KNOWLEDGEMENT
I would like to express my gratitude to all those who gave me the possibility to
complete this project. Therefore, I want to offer my heartiest thanks to those
people who made it possible for me to complete the project work successfully.
First and foremost, my intellectual debt is to DEPARTMENT OF
MANAGEMENT NORTH BENGAL UNIVERSITY and entire mentors cum
coordinator of the visit and project.
I am thankful to our Head of the Department of management NORTH
BENGAL UNIVERSITY Mr. DEBOBROTO MITRA who gave our 2010-2012
batch of Management this valuable opportunity to visit
HCCB PVT. LTD. RANINAGAR plant JALPAIGURI and complete this project,
by which I came in contact with the organization and its culture during my one
day industrial visit.
Secondly, I would like to give my thanks to our group mentors and visit
coordinator Mrs. PAROMITA CHOUDHARY, Mr. SUBHROTO ROY, Mr.
DEBASIS BISWAS, Ms. NANDITA PRADHAN who guides me during the visit
help me lot how to complete the project successfully
After this, I would like to give my heartiest thanks to Ms. Kamalika Chakra
borty Human resource .manager of HUNDUSTAN COCA COLA
BEVERAGES Pvt. Ltd. who helped and guide me very much to complete our
project. He taught me about the company and how to deal with the customers.
Adding to the above I would like to give my thanks to Mr. BIPLOB GHOSE
manager(PLANT) of HCCBPL who gave me permission for conduct and
complete our visit.
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CONTENTS
INTRODUCTION TO PROJECT
INTRODUCTION ABOUT VISIT
INTRODUCTION TO COMPANY
ABOUT HCCB PVT. LTD.
FUNCTIONAL AREAS
ADMINISTRATION
PRODUCTION
CONCLUSION
INTRODUCTION ABOUT PROJECT
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This is the project related to industrial visit to the HUNDUSTAN COCA COLA
BEVERAGE PVT. LTD.
This project help to understand the reader about the industry and its
concerned firm, its administrative cum operational mechanism, production
process, machineries, quality control mechanism, safety systems.
It gives the detail idea about following mentioned points.
: - About the industry and its firms.
: - About COCA-COLA.
: - About HCCB Pvt. Ltd.
: - Administrative frame work
: - Production process.
This project also includes the most important part i.e.; machineries quality
control, safety systems and last but not the least operational in HCCBPL
RANINAGAR, JALPAIGURI.
HINDUSTAN COCA-COLA BEVERAGES PRIVATE LIMITED, RANINAGAR JALPAIGURI,WEST BENGAL :-
The plant of Hindustan Coca-Cola Beverages Private Limited located in
Raninagar Industrial Growth Centre on NH-31 near Jalpaiguri, is one of the
major bottling plants among the eight plants located in northern region of
India.The Hindustan Coca-Cola Beverages Private Limited has set up its plant
in Raninagar because of the availability of ground water, availability of labor at
comparatively lower cost, good environment condition and also the location of
the plant. The location of the plant not only provides good transport facility
since it is located on NH 31, but also the Raninagar plant is the supply line for
the whole eastern region and also for Nepal and Bhutan. This is very near to
Siliguri, which is no doubt one the most enthralling business places in Eastern
India.The Raninagar plant produces all the coca cola products except Maaza
and Kinley Soda. According to the survey done by the Hindustan Coca-Cola
Beverages Private Limited, the product ‘Sprite’ is their most popular brand.
Hindustan Coca-Cola Beverages Private Limited, Jalpaiguri unit in Raninagar
was also conferred the environment appreciation ce4toificate. The Chief
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Minister presented the award at a seminar organized by the WB cleaner
production centre in collaboration with the population control board and the
Indian chamber of commerce.Hindustan Coca-Cola Beverages Private
Limited here in Raninagar produces soft drinks on returnable glass bottles i.e.
RGB as well as on pet bottles. In case RGB the company produces 200 ml
and 300 ml bottles, and in case of PET bottles the company produces 500 ml,
600 ml, and 1.5 lt bottles. The RGB are used for filling up of beverages again
and again after proper washing but on other hand PET bottle s are not used
again for filling up of beverages rather the raw materials of the PET bottles
are recycled and used for making different kinds of goods like T-shirt, toys etc.
NON-ALCOHOLIC BEVERAGE INDUSTRY
SOFT DRINKS INDUSTRY“For years the story in the non alcoholic sector centred on the power struggle between Coke and Pepsi. But as the pop fight has topped out, the industry’s giants have begun relying on new product flavours and looking to non carbonated beverages for growth”
- Barbara Murray.
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Three leading companies have prominent presence in the soft drink industry.
The leaders include the Coca-Cola Company, PepsiCo, and Cadbury
Schweppes. According to the Coca-Cola annual report, it has the most soft
drink sales with $32 billion. The Coca-Cola product line has several popular
soft drinks including Coca-Cola, Diet Coke, Fanta, Barq’s, Sprite, Maaza etc
selling over 400 drink brands in about 200 nations. PepsiCo is the next top
competitor with soft drink sales grossing $28 billion for the two beverage
subsidiaries, PepsiCo Beverages North America and PepsiCo International.
PepsiCo’s soft drink product line includes Pepsi, Mountain Dew, Miranda,
Slice etc which make up more than one quarter of its sales. Cadbury
Schweppes, the third major player had soft drink sales of $13 billion with a
product line consisting of soft drinks such as A&W Root Beer, Canada Dry,
and Dr. Pepper. These companies' products occupy large portions of any
supermarket's shelf space, often covering more territory than real food
categories like dairy products, meat, or produce. The prototype of all
marketing and branding struggles, the "Cola Wars" keep expanding. The
Pepsi and Coca Cola keep rolling out the big guns: duelling pop stars, and
new branded products in the form of “Vanilla Coke" and “Pepsi Blue.” They
are fighting on the TV, in the fast-food restaurants, and in the supermarkets;
they are also duelling in the schools. One of the biggest pushes of the last few
years has been convincing school districts, universities, and other institutions
to go all-Coke or all-Pepsi, in return for a (small) cut of the gross sales. Selling
costly sugared water and building an increasing demand for it, even in Third
World countries, involves marketing in its purest form, unsullied by any pre-
existing need or local tradition. Markets in Eastern Europe, China, India, and
Mexico, among others, are expanding fast, and both Coke and Pepsi are
finding local partners (bottlers) in these countries to keep extending their
reach. And while the American market may be mature, there's still an
opportunity worldwide to replace hot beverages like coffee and tea that
require some preparation with these cold, iconic ready-to-drink brands.
BEVERAGE INDUSTRY IN INDIA
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India is home to one of the most ancient cultures in the world dating back over
5000 years. Beverages industry in India plays an important role in the Indian
FMCG market. It is an industry, in which the players constantly innovate, in
order to come up with better products to gain more market share and to
satisfy the existing consumers.
The beverage industry is vast and there various ways of segmenting it, so as
to cater the right product to the right person. The different ways of segmenting
it are as follows:
Alcoholic, non-alcoholic and sports beverages
Natural and Synthetic beverages
In-home consumption and out of home on premises
consumption.
Age wise segmentation i.e. beverages for kids, for adults and for
senior citizens
Segmentation based on the amount of consumption i.e. high
levels of consumption and low levels of consumption.
DEPARTMENT OF MANAGEMENT UNIVERSITY OF NORTH BENGAL
BEVERAGES
Alcoholic Non-Alcoholic
Carbonated Non-Carbonated
Cola Non-Cola Non-Cola
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If the behavioral patterns of consumers in India are closely noticed, it could be
observed that consumers perceive beverages in two different ways i.e.
beverages are a luxury and that beverages have to be consumed
occasionally. These two perceptions are the biggest challenges faced by the
beverage industry. In order to leverage the beverage industry, it is important
to address this issue so as to encourage regular consumption as well as and
to make the industry more affordable.
Four strong strategic elements to increase consumption of the products of the
beverage industry in India are:
The quality and the consistency of beverages needs to be
enhanced so that consumers are satisfied and they enjoy
consuming beverages.
The credibility and trust needs to be built so that there is a very
strong and safe feeling that the consumers have while
consuming the beverages.
Consumer education is a must to bring out benefits of beverage
consumption whether in terms of health, taste, relaxation,
stimulation, refreshment, well-being or prestige relevant to the
category.
Communication should be relevant and trendy so that
consumers are able to find an appeal to go out, purchase and
consume.
The beverage market has still to achieve greater penetration and also a wider
spread of distribution. It is important to look at the entire beverage market, as
a big opportunity, for brand.
COMPANY OVERVIEW
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COCA COLA Coca-Cola was created in 1886 by John S Pemberton, a pharmacist in Atlanta,
Georgia, who sold the syrup mixed with fountain water as a potion for mental and
physical disorders. The formula changed hands three more times before Asa D.
Candler added carbonation and by 2003, Coca-Cola was the world’s largest
manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and
syrups, with more than 500 widely recognized beverage brands in its portfolio.
With the bubbles making the difference, Coca-Cola was registered as a trademark in
1887 and by 1895, was being sold in every state and territory in the United States. In
1899, it franchised its bottling operations in the U.S., growing quickly to reach 370
franchisees by 1910. Headquartered in Atlanta with divisions and local operations in
over 200 countries worldwide, Coca-Cola generated more than 70% of its income
outside the United States by 2003
INTERNATIONAL EXPANSION
Coke’s first international bottling plants opened in 1906 in Canada, Cuba, and
Panama. By the end of the 1920’s Coca-Cola was bottled in twenty-seven countries
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throughout the world and available in fifty-one more. In spite of this reach, volume
was low, quality inconsistent, and effective advertising a challenge with language,
culture, and government regulation all serving as barriers. Former CEO Robert
Woodruff’s insistence that Coca-Cola wouldn’t “suffer the stigma of being an
intrusive American product,” and instead would use local bottles, caps, machinery,
trucks, and personnel contributed to Coke’s challenges as well with a lack of standard
processes and training degrading quality. Coca-Cola continued working for over 80
years on Woodruff’s goal: to make Coke available wherever and whenever consumers
wanted it, “in arm’s reach of desire.” The Second World War proved to be the
stimulus Coca-Cola needed to build effective capabilities around the world and
achieve dominant global market share. Woodruff’s patriotic commitment “that every
man in uniform gets a bottle of Coca-Cola for five cents, wherever he is and at
whatever cost to our company” was more than just great public relations. As a result
of Coke’s status as a military supplier, Coca-Cola was exempt from sugar rationing
and also received government subsidies to build bottling plants around the world.
THE WORLD’S MOST POWERFUL BRAND
Interbrand’s Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in the
World and estimated its brand value at $70.45 billion . The ranking’s methodology
determined a brand’s valuation on the basis of how much it was likely to earn in the
future, distilling the percentage of revenues that could be credited to the brand, and
assessing the brand’s strength to determine the risk of future earnings forecasts.
Considerations included market leadership stability, and global reach, incorporating
its ability to cross both geographical and cultural borders. From the beginning, Coke
understood the importance of branding and the creation of a distinct personality. Its
catchy, well-liked slogans (“It’s the real thing” (1942, 1969), “Things go better with
Coke” (1963), “Coke is it” (1982), “Can’t beat the Feeling” (1987), and a 1992 return
to “Can’t beat the real thing”) linked that personality to the core values of each
generation and established Coke as the authentic, relevant, and trusted refreshment
of choice across the decades and around the globe.
PATENTS, COPYRIGHTS, TRADE SECRETS AND TRADEMARKS
Company owns numerous patents, copyrights and trade secrets, as well as
substantial know-how and technology, which we collectively refer to as
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‘‘technology.’’ This technology generally relates to Company’s products and
the processes for their production; the packages used for products; the design
and operation of various processes and equipment used in business; and
certain quality assurance software. Some of the technology is licensed to
suppliers and other parties. Company’s sparkling beverage and other
beverage formulae are among the important trade secrets of
Company.Company own numerous trademarks that are very important to
business. Depending upon the jurisdiction, trademarks are valid as long as
they are in use and/or their registrations are properly maintained. Pursuant to
company’s bottler’s agreements, company authorize bottlers to use
applicable Company trademarks in connection with their manufacture, sale
and distribution of Company products. In addition, we grant licenses to third
parties from time to time to use certain of company’s trademarks in
conjunction with certain merchandise and food products.
HINDUSTAN COCA COLA BEVERAGES PRIVATE LIMITED
COKE IN INDIA:
Coca-Cola was the leading soft drink brand in India until 1977 when it left
rather than reveals its formula to the government and reduce its equity stake
as required under the Foreign Exchange Regulation Act (FERA) which
governed the operations of foreign companies in India. After a 16-year
absence, Coca-Cola returned to India in 1993, cementing its presence with a
deal that gave Coca-Cola ownership of the nation's top soft-drink brands and
bottling network. Coke’s acquisition of local popular Indian brands including
Thums Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold
Spot provided not only physical manufacturing, bottling, and distribution
assets but also strong consumer preference. This combination of local and
global brands enabled Coca-Cola to exploit the benefits of global branding
and global trends in tastes while also tapping into traditional domestic
markets. Leading Indian brands joined the Company's international family of
brands, including Coca Cola, diet Coke, Sprite and Fanta, plus the
Schweppes product range. In 2000, the company launched the Kinley water
brand and in 2001, Shock energy drink and the powdered concentrate Sunfill
hit the market.
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From 1993 to 2003, Coca-Cola invested more than US$1 billion in India,
making it one of the country’s top international investors. By 2003, Coca-Cola
India had won the prestigious Woodruf Cup from among 22 divisions of the
Company based on three broad parameters of volume, profitability, and
quality. Coca-Cola India achieved 39% volume growth in 2002 while the
industry grew 23% nationally and the Company reached breakeven
profitability in the region for the first time. Encouraged by its 2002
performance, Coca-Cola India announced plans to double its capacity at an
investment of $125 million (Rs. 750 crore) between September 2002 and
March 2003. Coca-Cola India produced its beverages with 7,000 local
employees at its twenty-seven wholly owned bottling operations
supplemented by seventeen franchisee-owned bottling operations and a
network of twenty- nine contract-packers to manufacture a range of products
for the company. The complete manufacturing process had a documented
quality control and assurance program including over 400 tests performed
throughout the process.
The complexity of the consumer soft drink market demanded a distribution
process to support 700,000 retail outlets serviced by a fleet that includes 10-
ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts
that were used to navigate the narrow alleyways of the cities. In addition to its
own employees, Coke indirectly created employment for another 125,000
Indians through its procurement, supply, and distribution networks.
MARKETING STRATEGY
Coca-Cola CEO Douglas Daft set the direction for the next generation of
success for his global brand with a “Think local, act local” mantra.
Recognizing that a single global strategy or single global campaign wouldn’t
work, locally relevant executions became an increasingly important element of
supporting Coke’s global brand strategy.
In 2001, after almost a decade of lagging rival Pepsi in the region, Coke
India re-examined its approach in an attempt to gain leadership in the Indian
market and capitalize on significant growth potential, particularly in rural
markets. The foundation of the new strategy grounded brand positioning and
marketing communications in consumer insights, acknowledging that urban
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versus rural India were two distinct markets on a variety of important
dimensions. The soft drink category’s role in people’s lives, the degree of
differentiation between consumer segments and their reasons for entering the
category, and the degree to which brands in the category projected different
perceptions to consumers were among the many important differences
between how urban and rural consumers approached the market for
refreshment. -home thirst-quenching and the Coca-Cola India no. 1. Soft drink
category was undifferentiated in the minds of rural consumers. Additionally,
with an average Coke costing Rs. 10 and In rural markets, where both the
soft drink category and individual brands were undeveloped, the task was to
broaden the brand positioning while in urban markets, with higher category
and brand development, the task was to narrow the brand positioning,
focusing on differentiation through offering unique and compelling value. This
lens, informed by consumer insights, gave Coke direction on the trade-off
between focus and breadth a brand needed in a given market and made clear
that to succeed in either segment, unique marketing strategies were required
in urban versus rural India.
BRAND LOCALIZATION STRATEGY: THE TWO INDIA
INDIA A: “Life ho to aisi”
“India A,” the designation Coca-Cola gave to the market segment including
metropolitan areas and large towns, represented 4% of the country’s
population.33 This segment sought social bonding as a need and responded
to aspirational messages, celebrating the benefits of their increasing social
and economic freedoms. “Life ho to aisi,” (life as it should be) was the
successful and relevant tagline found in Coca-Cola’s advertising to this
audience.
INDIA B: “Thanda Matlab Coca-Cola”
Coca-Cola India believed that the first brand to offer communication targeted
to the smaller
towns would own the rural market and went after that objective with a
comprehensive strategy. “India B” included small towns and rural areas,
comprising the other 96% of the nation’s population. This segment’s primary
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need was out-of an average day’s wages around Rs. 100, Coke was
perceived as a luxury that few could afford.
In an effort to make the price point of Coke within reach of this high-
potential market, Coca- Cola launched the Accessibility Campaign,
introducing a new 200ml bottle, smaller than the traditional 300ml bottle found
in urban markets, and concurrently cutting the price in half, to Rs. 5. This
pricing strategy closed the gap between Coke and basic refreshments like
lemonade and tea, making soft drinks truly accessible for the first time. At the
same time, Coke invested in distribution infrastructure to effectively serve a
disbursed population and doubled the number of retail outlets in rural areas
from 80,000 in 2001 to 160,000 in 2003, increasing market penetration from
13 to 25%. Coke’s advertising and promotion strategy pulled the marketing
plan together using local language and idiomatic expressions. “Thanda,”
meaning cool/cold is also generic for cold beverages and gave “Thanda
Matlab Coca-Cola” delicious multiple meanings. Literally translated to “Coke
means refreshment,” the phrase directly addressed both the primary need of
this segment for cold refreshment while at the same time positioning Coke as
a “Thanda” or generic cold beverage just like tea, lassi, or lemonade. As a
result of the Thanda campaign, Coca-Cola won Advertiser of the Year and
Campaign of the Year.
RURAL SUCCESS
Comprising 74% of the country's population, 41% of its middle class, and 58%
of its disposable income, the rural market was an attractive target and it
delivered results. Coke experienced 37% growth in 2003 in this segment
versus the 24% growth seen in urban areas. Driven by the launch of the new
Rs. 5 product, per capita consumption doubled between 2007 - 2008. This
market accounted for 80% of India’s new Coke drinkers, 30% of 2008 volume,
and was expected to account for 50% of the company’s sales in 2008.
HCCBPL STRUCTURE
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Coca-cola is a world class company in "low margin, high volume" business
which means sales of high volume for the product in order to be profitable
and complete in the global market.
* Company Owned Bottling Operation (COBO)
* Franchisee Owned Bottling Operation (FOBO)
COBO :
COBO stand for company owned bottling operations; COBO has been of
Coke Company's biggest strategy, which has proved to be winner. A
bottling operation is a capital intensive business, particularly so the
returnable bottle market like in India and the investment is the forth level.
Apart from the capital cost of plant and equipment the bottles has to invest
in bottles and crates, truck and cooling structure (Visi. Coolers and ice
boxes) at the retail point industry estimates @Rs. Crate which is equivalent
to the price at which the crate enters the distribution system Bottlers
operates on margins around 10% with the bulk of the killing (between Rs.
24 and Rs. 30 per crate or about 20%) being made by the retailer. Excise
and other taxes amounting Rs. 40 per crate. The going for a COBO is the
risk of coke Company and it is also implied a big attitude change from a
totally marketing orientation to an operation mindset.
COBO'S IN INDIA
COBO’s are present across the nation, the locations are given below:
Mumbai, Bangalore, Ahemadabad, Chennai, Calcutta & Jalpaiguri
unit also
FOBO
FOBO stand for franchise owned bottling operation, in India Pepsi has
franchise. In the case the company supplies its soft drink concentrate to its
franchies (bottle syrup). Coca-cola has taken a more capital - intensive
route of the owning and running its own plants along side those of its
franchises.
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Coca-cola pumped in money to upgrade plants of franchises, which were
weaker did not have financial worth were given massive support in form of
interest free loans to upgrade their operations.
Getting into FOBO has helped Coke Company on several fronts. First, it
has enabled Pepsi to focus on marketing operations as much as it has on
operation fronts. Another gain of going FOBO is that since the franchises
have to invest in plants and machines glass bottles, trucks, and
infrastructure, the cost burden has been reduced.
FOBO IN INDIA:
FOBO are located at the following places:
Part of Delhi, Punjab, Part of Andhra Pradesh, Calcutta and south
bengal.
PRODUCTION PROESS OF COCA-COLA
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REFINED SUGAR
WATER TREATMENT
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DEPARTMENT OF MANAGEMENT UNIVERSITY OF NORTH BENGAL 16
SIMPLE SYRUP
CARBON DIOXIDE
FILTARATION
CONCENTRATION
FINAL SYRUP
DE-CREATOR PROPOTIONER COOLER
FILTER CROWNER
EMPTY BOTTLE IMDEPECTION
FULL PRODUCT INSPECTION
BOTTLE WASH
PREE-IN-FEED INSPECTION
UNCASHER
CASE CLEANING
WARE-HOUSE
PACKING
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MANUFACTURING UNIT OF HCCBPL :-The manufacturing unit of HCCBPL,
situated at Bidadi, is the third largest plant and one of the bottling operations
owned by the company. The Plant has one PET line which has the capacity of
yielding 209 bottles, per minute, two RGB (Returnable glass bottles) lines
which yields 600 bottles per minute each and one Juice line which yield 155
bottles per minute. It caters to the whole of South Karnataka through a
network of more than 80 distributors. There are three depots in Bangalore;
North Depot, East Depot and Mega Depot.
ORGANISATION STRUCTURE
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Organizations are shifting from steep hierarchy of the industrial era to flatter
network organizations based on dynamic teaming and virtual enterprising.
By CHARLES M. SAVAGE
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Fig: Employees structure in RANINAGAR plant
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PRODUCTION DEPARTMENT:-
Process of Production: If we start our discussion on production, then at first
we will find that the water they use for the production for the beverages is
ground water which they pumped from 330ft below the earth’s surface. This
ground water is treated and purify in a plant called WATER TREATMENT
PLANT. This water treatment plant can purify water at a rate of 10000 lt/hr.
First the water which is pumped from the bore-well is collected in a huge tank
of capacity 340x2 KL. This tank is known as RAW WATER TANK. Also there
are six inter connected huge tanks of capacity of 10000 lt each. At first, lime
and bleaching powder is mixed with water and it is filtered with a normal filter.
After that the filter water is passed through a micron filter where the particles
having size of 1U,2U & 3U (U=Micron) are completed removed. The filtration
process is not completed yet, the treated water is finally passed through a
U.V filter. It used to kill any kind of micro organization and bacteria present in
the water. They also give importance to the purification to the tanks where
the water is kept and the beverage is prepared. The process is called CIP
(Cleaning in place). They adopt five stages while cleaning it. At first, it is
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washed with chlorine water, then caustic water (NaOH) is spread then this is
washed with water, then the tanks are washed with hot water and lastly with
cold water.
QUALITY CONTROL DEPARTMENT:-
Then with the carbonated water, sugar, different kinds of government
permitted flavored, preservatives and if it is a colored drink then different
colours are mixed to prepare the beverage and it is stored in a safe place.
Again while producing the beverages the quality of the liquid is given
importance and for that they have a separate quality laboratory. In every half
an hour two bottles are picked and the authority checked the quality whether
there are any lapses in the test or in the bottles or anything. They have a
machine called GAS VOLUME MACHINE which checks the pressure and
temperature, then the sugar concentration is checked in a machine called
DENSITY METER, two or three people take a sip of the liquid to be sure of
the test. Lately, whether the bottles are made properly or not is checked. For
that the bottles is dipped in a liquid for 30 minutes to check the durability
PRODUCTION OF BOTTLES AND FILLING OF BEVERAGES:-
While the production of the beverages is going on, on the other side, the
production of the PET bottles and its cleaning is also going on. But in case of
glass bottles only the beverage is filled into them as the bottle are made in
some other places.
In case of PET bottles the Raninagar plants buys the raw material on the
bottle from Hyderabad and Chennai and it is called perform. The send of raw
material into a machine called BOTTLE BLOWING MACHINE. There in
temperature in 40 bar air pressure the small sized perform takes the shape of
the bottles which we used to see in the market as in the machine it moulds
like a balloon. Then it comes to the machine called RISER where the washing
of the bottles are done.
The PET and RGB bottles are washed for 30 minutes through five steps:
Washed with chlorine water.
Caustic soda water.
Caustic in washed out with pure treated water.
Washed with hot & cold water.
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Then the bottle is ready for the for the filling of the liquid. In the machine at a
time 600 glass bottles can be washed.
Now the bottle reaches the place where the liquid to be filled in them is kept.
WORKER SAND THE EMPLOYEES:-
An estimation number of the production department employees.
DISTRIBUTION NETWORK:-
HCCBPL has a wide and well managed network of salesmen appointed for
taking up the responsibility of distribution of products to diverse parts of the
cities. The distribution channels are constructed in such a way that the
demand of customers is fulfilled at the right place and the right time when it is
needed by them.
A typical distribution chain at HCCBPL would be:
Production Plant Warehouse Depot Warehouse Distribution
Warehouse Retail Stock Retail Shelf Consumer
The customers of the Company are divided into different categories and
different routes, and every salesman is assigned to one particular route, which
is to be followed by him on a daily basis. A detailed and well organized
distribution system contributes to the efficiency of the salesmen. It also leads
to low costs, higher sales and higher efficiency thereby leading to higher
profits to the firm.
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Learning Outcome
The learning outcome that I have experienced by doing this project is invaluable.
This helps me to understand entire marketing situation of coke in Siliguri market.
The strategies adopted by coke to increase its market share are unique in nature.
And the entire organization structure is different from its main competitor Pepsi.
The main difference is in the case of market developers. Instead of market
developers Pepsi has only sales man. This is considered as the main reason that
makes coke unique from Pepsi. I am confident that, I will be able to implement these
acquired skills in my future.
References
www.google.com
www.thecoca-colacompany.com
www.coca-colaindia.com
http://www.drinks-business-review.com/news/
mango_beverage_market_reportedly_attracts_new_players_in_in
dia
Observations and Conclusion
DEPARTMENT OF MANAGEMENT UNIVERSITY OF NORTH BENGAL 23
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• The Coca-Cola Company has one global standard.
• Coca-Cola India follows the same international quality standard across all
the bottling operations within
India.
• Every ingredient use in the manufacturing of beverages meets all the local
regulatory, Company and
International standards.
• All ingredients undergoes extensive testing and inspection prior of being
released for use. On periodic
bases external validation and testing is performed by independent and
accredited laboratory in all our
ingredients used in the
manufacture of beverages.
• Coca-Cola India procures the ingredients from pre-selected lots approved
from authorized suppliers.
The Coca-Cola Company has only one quality system around the world.
DEPARTMENT OF MANAGEMENT UNIVERSITY OF NORTH BENGAL 24