Introduction

INTRODUCTION
The soft drink market is one of the biggest markets all over the world and growing
at very rapid speed. The major player in the soft drink industry is Coca-Cola, Pepsi
& Amul. Coca – Cola is market leader and one of the oldest brands present in the
market. Its main competitor is Pepsi.
Any soft drink company thrives on its bottling system. The three central points
could be seen for the soft drink industry. Firstly the soft drink industry historically
has been vertically segregated. With the national parent company is producing the
propriety syrup base and independent bottler at the local level producing the
finished soft drink product. Secondly the industry grew using refillable containers,
which requires relatively dense production facilities. Thirdly the use of refillable
containers and independent bottlers in turn requires the creation of exclusive
marketing territories.
The soft drink industry could prosper to such an extent because of the
development of the machine - blown bottle and the invention of crown cap in the
last decade of nineteenth century because the bottler had to deliver the product and
pick up the empty used bottles for refilling and because the cost of transporting the
finished product over long distances would have been prohibited. Production
efficiencies demanded that the soft drink distribution system be rather dense. With
the large number of bottling plants located relatively close to there respective
markets. On account of early operation set the boundaries of each individual
territory at the distance of a horse and driver cover conveniently in one day: Those
territories later increased somewhat in size to account for the use of motor vehicles.
Even though efficiencies of production and distribution using refillable bottles

demanded dense production facilities, the syrup manufactures lacked both the will
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and the resources to establish vertically integrated production and distribution
system. Thus was born the franchised Bottler, who bought syrup from the
manufactures and bottled the product for local market pursuant to an exclusive,
perpetual appointment.
There are two reasons the use of refillable container in a vertically
segregated organization required exclusive geographic marketing territories. Firstly
for the early bottlers the venture was quite risky, as it would be for contemporary
bottlers in an environment of intense intra brand completion and territorial
exclusivity was the only way to attract participants. Second, the refillable bottling
process itself requires exclusivity. A bottler using refillable bottles will always have a
huge number of bottles in circulation, either on the shelves of retailers or in the
hands of customers. The supply of bottles out of bottler’s direct control is the
“Float’’.
Refillable bottles cost more than the deposit that is charged for their return,
thus the bottlers essentially finance the float. If the bottler is not assured of
recapturing this float. The refillable bottles, the development of a vertically
segregated distribution system. The need to create potentially higher rate of return
in order to encourage investment in bottling enterprise and the need to protect
each bottler’s float of refillable glass. The trademarked soft drink industry historically
has consisted of a large number of independent bottlers holding appointments for a
national brand in an exclusive geographic territory.
Refillable glass bottle were usable for the industry for the following two
reasons as well:-
1. Refillable bottles provide an environmentally sound way to extend the
life of soft drink containers
2. There is also a case for refillable bottles based on consumer economies.
Refillable glass bottle historically have provided the consumer soft dink at
lowest cost per ML.
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Coca cola resorted to forward integration of the bottling network through
direct purchase and equity investment and Pepsi co followed a parallel integration
path.
The forward integration of territories permits consolidation of production
facilities and realization of scale economics in production.
This lead to formation of company owned bottling (COBO) and franchises
operated bottling operation (FOBO). These are two main systems through Coke
and Pepsi operate throughout the world.
Coke likes to develop new taste according to the regional preference and
thus can boast of many brands less than one roof.
At present it sells these beverages in 200ml, 300ml, 1.2ltr, 1.5ltr, 2.25ltr. And
bottle one way package (pet take away bottle). Can and in fountain. Maaza is also
available in tetra packs.
Pepsi entered India two year ahead of coke that is in 1991.
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OVERVIEW ABOUT COCA-COLA
Every person who drinks a coca-cola enjoy moment of refreshment and shares an
experience that millions of others have savored. All of those individual experience
combined have created a worldwide phenomenon – a truly global brand. The Coca-
Cola company, nursing the global community with the world largest selling soft
drinks since 1886, returned to India in 1993 after a grape of 16 years giving a new
thumbs up to Indian soft drink market. In the same year ,the company took our
ownership of the nations top soft drink market brands & bottling market. No
wonder our brands assumed an iconic status in mind of consumers. Coca-Cola
serves in india some recalled brands across the world including name such as
Coca-Cola, diet coke, Sprite, Fanta, Thums-up, Limca, Maaza & Kinely (packaged
drinking water).
The biz.system of coca-cola in India directly employs apporxmatly 6,000 people, &
indirectly creats employment for many more related industries throw our wash
procurement , supply and distribution system.
The vast Indian operations comprise 25 company owned bottling operations & 24
franchise –owned bottling operations . the apart a network of contract packers also
mfg. a range of the product for company. On the distribution front ,10 tone trucks,
open-bay three wheelers that can navigate the narrow alleyways of Indian cities,
ensure that our product available in each corner of the country.
The coca cola is reasponsible for the mfg. distrubtion & sales of product across the
country.
A career in coca-cola is truly one kind of experience. Come @ Coca-Cola and taste
the life \. It is with enjoyment.
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MISSION OF COCA-COLA
 To refresh the world in mind, body & sprit.

 To make a difference in our product.
 To inspire moments of optimism through our brand and action.
 To create a value in brands & difference everywhere we engage.
 To do everything differs.
 Our product in each hand.
 Being a global leader in beverage.
VISION OF COCA-COLA
Profit : Maximize the return of shareholder.
People : Establish a great place to work where people are inspired to
the Best they can do.
Portfolio : Bringing to the world a portfolio of beverage brands that
Anticipate and safely people’s desire & need.
Partners : nurturing a winning network of partners & building a mutual
Loyalty.
Planet : Being a responsible global citizen that makes a difference.
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VALUE OF COCA-COLA
Leadership : “The courage to shape a better future”
Passion : “Committed in heart & mind”
Integrity : “Be real”
Accountability: “If it is to be, it is to up to me”
Collaboration : “Leverage collective genius”
Innovation : “Seek, Imagine, create, Delight”
Quality : “What we do. We do well”
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BIRTH OF COCA-COLA
DR. John Stith Pemberton invented coca-cola on May 8, 1886 in

Atlanta, Georgia. The doctor was trying to invent a headache tonic by mixing
coca leaves and the kola nuts as basic. The tonic was to be mixed water to
be sold as headache tonic.
It had a tingle of alcohol in it. So after all the drinks with the alcohol were banned
Atlanta in 1885. DR. Pemberton mixed the leafs with the kola nuts, water,
sugar, Carmel, vanilla, lemon, cassia, caffeine, and a lot of other ingredients.
The new syrup was to be mixed with normal water and taken by mouth and was
a marketed as a headache tonic. It was a tested in popular soda fountain’s at
Jacob’s pharmacy. It turned out to he good medicine for headache. After some
months soda jerk. Willis Venerable at Jacob’s pharmacy mixed syrup with
carbonated water instead of normal water and hence coca- cola born and
derived its name by Frank Robinson. DR. John Pemberton’s bookkeeper. Coca-
cola got its name from the kola leaves and kola beans that were used to
prepare the drink. He also wrote the famous script logo that is still used today.
COCA-COLA COMPANY
As a Candler bought the rights of coca—cola from various people to whom

Dr. Pemberton had gifted or soled. In 1889. As a Griggs Candler an ambitious
pharmacist and owner of the as a. G. Candler & company became the sole
proprietor of coca—cola and Robinson became his partner. Thus coca—cola the
company was born in 1888.
Later in 1919 As a Candler sold the Company to Ernest woodruff who made the
company public.
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FIRST BOTTLING AGREEMENT - 1899
Till 1899 coca-cola was sold as fountain beverage only. In 1899 two young
attorneys from Chattanooga. Tennessee believed they could build a business
around bottling coca cola. In a meeting with Candler, Benjamin. Thomas and
Joseph white head obtained exclusive rights to bottle coca-cola across most of the
United States for the sum of the one dollar. A third Chattanooga lawyer John. T.
Lupton soon joined three ventures.
THE RAPID GROWTH-1900-1909
The three pioneer bottler divided the countries into territories and sold bottling
rights to local entrepreneur. Their efforts were boosted by major progress in bottling
technology which improved efficiency and product quality. By 1909, nearly 400
coca-cola bottling plaits were operating, most of them family owned business.
Some were open only during hot weather months when demand was high.
THE CONTOUR BOTTLE-1916
The coca—cola as sold in simple Hutchinson (straight —sided bottles till

1916 that could be easily imitated also due to large popularity duplicates with the
name of coca-cola started entering the market and it was difficult to distinguish coke
from the duplicate beverages. Hence in 1916, a Swedish engineer. Alex
Samuelsson of the root glass company of Terric haute. Indiana designed the
present color bottle. It became the identify of coke. The contour bottle became one
of the few packages ever granted trademark status by U.S. patent office. It was
patented in 1920.
BOTTLE OVERTAKES FOUNTAIN SALES
As the 1920s dawned more than 1000 coca—cola bottlers were operating in
the U.S. Their ideas and zeal fuelled steady growth. Six bottles cartons were a
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huge hit starting in 1923. A few years later, open top metal coolers became the
forerunners of automated vending machines. By the end of 1920s bottle sales of
coca-cola exceeded fountain sales
START OF GLOBAL FOOTAGE
Candler’s oldest son first introduced coca-cola in Europe about the year
1900. He introduced it in sod fountain and generated by man new orders. The first
international bottling plant was opened in 1906 in Canada, Cuba and Panama Soon
followed by many more.
NEW FLAVOUR
Till 1960 Coke Company had only brand named Coca-Cola, its original cold
Drink. In 1960 it introduce four new brands namely Sprite. Fanta, Fresca and TAB
followed by Mr. Pibb and Mello Yello 1970s. Diet coke and Cherry Coke were
added to the list in 1980s and POWERADE and Fruitopia in 1990s.
CONSOLIDATION TO SERVE COUSTOMER-1970 AND 1980
As technology led to a global economy. Retail customer of The Coca-Cola

Company merged and evolved into international mega-chains. Such customer
required a new approach. In response many small and medium size bottlers
consolidated to better serve giant international customer. The company encouraged
and invested in a number capacity to lead the system in working with global retailer.
THE CLASSIC COKE
In 1980’s the sales of coke declined. The blind test were organized that it was
concluded that sales are declining because people no prefer the taste of coke. Thus
the ‘New Coke’ with new test was introduced in 1985. It turned out to be the biggest
blunder in the history of coke. People didn’t like the new coke and demanded the
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old test. The company did so and renamed the new classic coke and new coke as
Coke II.
NEW AND GROWING MARKETS – 1990

Political and economic changes opened vast markets that were closed or
underdeveloped for decades.
THINK LOCAL ACT LOCAL 21 CFNTURY

The Coca-Cola bottling system grew up with root deeply planted in local
communities.
COKE TODAY
Today coca-cola is available in nearly 200 countries and its trademark is
seen in Approximately 80 languages. It has around 300 brands. In fact, around
10450 soft drinks from the coca-cola company are consumed every second.
THE PEOPLE WHO MADE COKE

John Stitch Pcmberton - Inventor of the Coca-Cola Syrup. President of Pemberton
chemical.
Frank Masson Robinson- Inventor of the Coca-Cola logo
As a Riggs Candler- launder of the Coca-Cola Company. President & Chairman of
the Coca-Cola Co. 1888-1916.
Benjamin F. Thomas & Joseph B. Whitehead— First bottler
Alex Samuelson- Designer of Contour bottle
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TYPES OF COKE
• Coca-Cola
• New Coke (renamed Coke II)
• Diet Coke (also known as Coca-Cola Light)
• Caffeine free Coca-Cola Classic
• Caffeine free Diet Coke
• Diet Coke Sweetened with Splenda
• Coca-Cola C2
• Coca-Cola Zero
• Coca-Cola Cherry Zero
• Coca-Cola Cherry
• Diet Coke Cherry
• Coca-Cola with Lemon
• Diet Coke with Lemon
• Coca-Cola Vanilla
• Diet Coca-Cola Vanilla
• Coca-Cola with Lime
• Diet Coke with Lime
• Coca-Cola with Lime
• Coca-Coke Raspberry
• Diet Coke Raspberry
• Coca-Cola Black Cherry Vanilla
• Diet Coke Black Cherry Vanilla
• Coca-Cola Black
• Tab (original Diet Coke, still available in some countries)
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MANAGEMENT STRUCTURE OF THE COCA-COLA COMPANY IN WORLD
CHAIRMAN
BOARD OF DIRECTOR
PRESIDENT & CHIFE

OPERATING OFFICER
SENIOR LEADERSHIP
TEAM
OPREATING GROUP
MANAGEMENT STRUCTURE OF THE COCA-COLA COMPANY IN
INDIA
CEO
VICE PRESIDENT
AGM
PLANT
MANAGE
ROUTE
MANAGER (REGION WISE )
MANAGE
R
FINANCE
MANAGER
SALES
MANAGER
R
CHANNEL AREA CAPABILITY

MANAGER DEVEPOLMENT
ASM MANAGER
SALES MARKETING SALES

EXECUTIVE EXECUTIVE 12
TRANNER
MARKET
DDEVELOPE
R
Objective of Research
• To get the retailer’s wants in terms of product selling.
• To know effectiveness of the marketing strategy & sales promotions in
market.
• Visicoolers survey in Urban market of patna.
• Ensuring the visibility of the product.
• Ensuring the availability of products in outlets.
• Analyzing the effect of scheme.
• Analyzing the effect of discounts.
• Evaluating the competitor’s strength & weakness in urban market.
• Retailer’s expectation from company.
Scope of Research
 By this study company can know its growth.
 This study helps the company to know their actual position in
the market.
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 RED helps to find out the promotion activities of the company
and help to make relevant changes according to their rivalry
company.
 This study ensures the availability of the product in the
market.
 The study also helps in the evaluation of the market developer.
RED helps to maintain the outlets in a well designed way to attract
the consumers.
Reason for selecting this topic
Because I persuade the ‘marketing’ as a major specialization and this give a

fundamental aspect about the marketing.
b) ‘Outlet Activation’ for any company related to the marketing division so it gives
me an additional and solid exposure about marketing.
c) To create new outlet and activate the other one for company needs in depth
knowledge about market.
d) It gives me the overall view about the market and competitor strategy and how it
should be tackle.
These are the following reason for selecting this topic.
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MFG. PROCESS OF COCA-COLA PRODUCTS
INGREDIENT DELIVERY
Sweetener
Team of professionals, work on selecting, auditing,
sampling, testing, approving and then authorizing the sugar
suppliers and the list of such authorized suppliers with
approved sugar lots and along with the certificate of
analysis are sent across to all the bottling unit for
procurement.
Secret Formula
Created in special concentrate plants, it's delivered, held

and used under strict controls to maintain its integrity and
security. Each unit of concentrate is especially identifiable
to allow the "history" of each component to be researched
at any stage of production, storage or use.
CO2 Formula
when delivered to the plant, carbon dioxide, or CO2, comes

in cylinders for easy delivery and storage. But what is it? In
essence, it's a colorless and odorless gas that provides the
"fizz" for our beverages. But it's also a by-product of our
breathing and used by plants and trees to produce oxygen.
Water
since water is a key component to all our beverages, its
quality is critical. And, since public water quality varies
around the world, each plant further treats the water it
uses. This means that before water is added to any of our
beverages; it's rigorously filtered and cleansed. We then
continuously sample the water to ensure it meet our
standards.
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Materials
Ingredients are not the only things delivered to the plant.
Other materials such as bottles, cans, labels and
packaging are also delivered. Our plants in India use
refillable bottles, CANS, PET etc. in the Production
Process, when bottles and cans are delivered to the plant;
they are carefully inspected to ensure that they meet our
exacting standards. Once these have passed initial
inspection, they move on to be washed and/or rinsed
WASHING AND RINSING
To ensure quality, each bottle is washed, sanitized and

rinsed before being filled. While this sounds simple, the
actual steps can differ by bottling plant. In India, our plants
use refillable glass, cans or PET bottles. To ensure they
meet our cleanliness standard, bottles are first hit with
precise jets which remove any dirt or debris. They are then
soaked in a high-temperature deep cleaning solution that
removes any remaining dirt and sanitizes them. The bottles
then move to the "hydro wash" where they are washed
again with a deep cleaning pressure-spray.
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MIXING AND BLENDING
H2O and Sugar
Mixing and blending begin with the steps of mixing pure water with refined sugar,
which creates simple syrup. The syrup is then measured for the correct amount of
sugar.
Secret Formula
Our secret formula is... still secret! That's right; the secret formula remains a
mystery to the millions of people in nearly 200 countries that enjoys our refreshing
beverages everyday. Even though we can't tell you the secret, you can be sure that
"LIFE TASTES GOOD" with Coca-Cola.
H20 and Syrup
With the syrup nearing its final state, we mix it with pure water, creating the finished
uncarbonated beverage. However, the water and syrup must be mixed in right ratio.
This is done by the beverage proportioning equipment. It accurately measures the
correct ratio for each and sends this mixture to the carbonator.
CO2 Adding
Adding CO2 or carbon dioxide gas is the final touch that carbonates the beverages.
Carbon dioxide not only gives our beverages their effervescent zest, but it also
adds to the distinctive and familiar taste everyone has come to expect from our
beverages.
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FILLING
Once all the ingredients have been mixed and blended and the bottles have been
cleaned and sanitized, we're ready to start filling. This is a surprisingly complex
process requiring precision at each step. To begin with, bottles must be carefully
timed as they move to the filler - synchronization is key. Once at the filler, bottles are
either held securely in place by flexible grippers or precisely placed under filling
valves by centering devices. Before the bottles can be filled, the inside of the bottles
must be pressurized. This allows for the force of gravity itself to draw the beverage
into the bottle - a process that ensures the smooth flow of liquid, with little to no
foaming.
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CAPPING
Once filled, bottles are then capped. We use different caps for different bottles -
glass bottles are usually topped with a metal crown while "PET BOTTLES" are
topped with a plastic screw-top. Each cap type then moves through different parts of
the machine, which ensures each cap stays scratch free and is in the right position
to be precisely placed on the bottle. As quality and freshness are key, we use a "no
closure" detector during the capping process and a "go-no-go gauge" or "torque
meter" after the bottles has been capped. The "no-closure" detector checks if a
screw top or crowns has been placed on bottle. The process actually stops if the
detector doesn't find a closure. The "go-no-go gauge" checks for the proper crown
crimp and the "torque meter" checks to make sure the screw-top is good and tight. If
the bottle cap isn't just right, the beverages can become flat or be affected in other
ways. If this happens, the bottle is discarded.
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LABELING
Once the bottles have been filled and capped, they move on to be labeled. A
special machine dispenses labels from large rollers, cuts them and place on the
bottles. For special labels such as commemorative bottles for football
championships, the labels are sent to the bottling plants for approval, and then used
for packaging. Depending on the occasion, some of these special bottles will go only
to the specific locations. For example, a national football championship bottle will be
sent only to the home town or state of the championship team.
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CODING
The bottle is now ready to be coded. Each one of our beverages is marked with a
special code that identifies specific information about it. The codes simply identify
the date the beverages was bottled or canned. These codes identify the date, time,
batch no. and the MRP. Product coding allows us to ensure that u receive our
beverages at their flavorful best.
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INSPECTION
We inspect bottles at many points during the process. With refillable bottles, it
happens they are first brought into the plant. They are also inspected after they are
washed and again after they are filled. Inspectors look for external bottle
imperfections and make sure each bottle has the right amount of beverages. Even
after filling, each plant samples bottles for analysis in its lab to ensure quality is up
to standards.
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PACKAGING
Once our filled beverages have passed final inspection, they are ready to be
packaged for delivery. Generally, packing can refer to everything from the unique
"BOTTLE" and "CAN" designs, to label designs, to cardboard boxes and
containers, to plastic rings.
Because the needs and tastes of our consumers are so diverse, the packaging
varies depending on where the beverages are being sent.
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WAREHOUSING & DELIVERY
In order to make sure the freshest beverages possible get to you, each warehouse
must efficiently manage the thousands of beverages cases produced each day.
Beverage organization is key, though it's the bottle and can coding that allow for
the necessary precision. From the warehouse, we load beverages onto our
distinctive trucks. Night and day, our trucks are delivering our refreshing
beverages to stores, soda fountains, and vending machines near you.
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BRANDS OF INDIA
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PRODUCT INTRODUCTION
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The world's favourite drink. The world's most valuable brand. The most
recognizable
word across the world after OK.

Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is
now the flagship brand of the largest manufacturer, marketer and distributor of
non-alcoholic beverages in the world.
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In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies
necessitated its departure. Coca-Cola made its return to the country in 1993 and
made significant investments to ensure that the beverage is available to more and
more people, even in the remote and inaccessible parts of the nation.
Coca-Cola returned to India in 1993 and over the past ten years has captured the
imagination of the nation, building strong associations with cricket, the thriving
cinema industry, music etc. Coca-Cola has been very strongly associated with
cricket, sponsoring the World Cup in 1996 and various other tournaments,
including the Coca-Cola Cup in Sharjah in the late nineties. Coca-Cola's
advertising campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular
and had entered the youth's vocabulary. In 2002, Coca-Cola launched the
campaign "Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it
India's favourite soft-drink brand. In 2003, Coke was available for just Rs. 5 across
the country and this pricing initiative togetherwith improved distribution ensured
that all brands in the portfolio grew leaps and bounds.
Coca-Cola had signed on various celebrities including movie stars such as

Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern
celebrities like Vijay in the past and today, its brand ambassadors are Aamir
Khan and Hrithik Roshan.
Glass PET Can Fountain

500 ml, 1.5 L,
200 ml, 300 ml, 500
2 L, 2.25 L, 330 ml Various Sizes
ml, 1000 ml
500 ml + 100 ml
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Strong Cola Taste, Exciting Personality
Thums Up is a leading carbonated soft drink and most trusted brand in India.
Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company
in 1993. Thums Up is known for its strong, fizzy taste and its confident, mature and
uniquely masculine attitude. This brand clearly seeks to separate the men from the
boys
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Worldwide Sprite is ranked as No.4 soft drink and is sold in more than 190
countries. In India Sprite was launched in 1999 and today it has grown to be the
fastest growing soft drink leading the clear lime Category.
Today Sprite is separated is perceived as a Youth Icon Why? With a strong appeal
to the youth. In spite has stood forward and honest attitude. It is clear crisp refers its
taste encourages the today’s youth to trust their instincts influences them to be true
to who they are and to obey their thirst.
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FANTA
The company acquired a european drink Fanta in 1960. Fanta orange is the Core
flavor. But it is also available in other citrus and fruit flavor. Consumers, particularly
teens, fondly associated Fanta with happiness and special time with friends and
family this positive imagery is driven by the Brands fun. Playful personality, which
goes with its bright colour, bold fruit taste and sparky carbonation.
LIMCA - LIGHT AND LEMONY This thirst-quenching beverage features a fresh,

light lemon-lime taste and fun loving attitude. lt’s a home-grown national reassures
in India. where it was acquired by Coca-Cola Company in 1993. The product’s
invigorating taste and cloudy look haven’t changed. But the brand has been
revitalized with a new marketing campaign.
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MAAZA
Maaza was launched in 1976. Here was the drink that offered the same real
taste of fruit juices and was available throughout the year.
In 1993, Maaza was acquired by Coco-Cola India. Maaza currently

dominates the fruit juice category. Over the year the brand Maaza has become
synonymous with mango. This has been the result of successful campaign like “Taaza
Mango, Maaza Mango” and “Botal Mein Aam, Maaza hain Naam” Consumers regard
Maaza as wholesale, natural fun drink which delivers the rich experience of fruit.
The current ad. of maaza positions it as an enabler of fun friendship moments

between a mother and her kid. as mother trust the brand and the kids loves the taste. Ihe
canipaign builds on the existing equity of the brand and delivers a relevant emotional
benefit to the mother rightly captured in the. tagline Yaari dosti Taaza maaza”
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Minute Maid - A 62 year success story
The history of the Minute Maid brand goes as far back as 1945 when the Florida
Foods Corporation developed orange juice powder. The company developed a
process that eliminated 80 percent of the water in orange juice, forming a frozen
concentrate that when reconstituted created orange juice. They branded it Minute
Maid, a name connoting the convenience and the ease of preparation (In a minute).
Minute Maid thus moved from a powdered concentrate to the first ever orange juice
from concentrate.
Minute Maid- One of the world's largest juice and juice drink brands
Over the years, through innovations and unmatched consumer experience provided
in over 60 countries, Minute Maid brand has clearly become one of the world's
largest juice and juice drink brands. The launch of Minute Maid Pulpy Orange in
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India (starting with the south of the country) is aimed to further extend the leadership
of Coca-Cola in India in the juice drink category
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Water a thirst quencher that refreshes a life giving force that washes all the toxins
away. A ritual purifier that cleanses, purifies, transforms. water the most basic need
of life. The very substances of life a celebration of life itself. The importance of
water can never be understood. Particularly on nation such as India where Water
governs the life of the millions, be it as part of everyday rituals or as the monsoon
which gives life to the sub- continent.
Kinley water understands of this life giving Force. Kinley water thus promises
that water in pure as it is meant to be. Water you can trust to be truly safe and pure.
Kinley water comes with the assurance of safely from the Coco-Cola Company.
That is why they introduce Kinley with reverse osmosis along with the latest
techno1ogy to ensure the purity of our product. That’s why they go through rigorous
testing procedures at each location where Kinley water is produced. Because they
believe that right to pure, safe drinking water is Fundamental. A universal need that
cannot be left to chance.
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In the company's journey towards the vision 'leading the beverage revolution in
India', now even Garam matlab Coca-Cola…. A hot new launch from Coca-Cola
India.
Georgia, quality tea and coffee served from state of the art vending machines is
positioned to tap into the nations biggest beverage category.
Georgia, which promises a great tasting, consistent, hygienic and affordable cuppa
is available in a range of sizzling flavours, adrak, elaichi, masala and plain tea
cappuccino, mochaccino and regular coffee.
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Georgia is currently in the roll out stage after a successful launch in Delhi &
Kolkata. Georgia aims to become the consumers preferred choice of hot beverage
when he is on the go, the brand is well on course to achieving its vision.
While Georgia is a mass market offering, Georgia Gold is the premium brand which
caters to the connoisseur. Made from freshly roasted and ground coffee beans,
Georgia Gold is delicious tasting aroma with the tantalizing aroma of fresh coffee.
Currently available exclusively at McDonalds outlets across the country Georgia
Gold has driven coffee sales through the roof. The success of hot beverages from
Georgia Gold has resulted in extension into the cold category, with the introduction
of Ice Tea and Cold Coffe
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DIET COKE
looking good and tasting great Diet Coke was born in 1982 and quickly became the
no. 1 sugar-free drink in diet-conscious America known as Diet Coke in the U.S.
Canada. Australia and Great Britain. And as coca-cola light in other countries. It’s
now the No.3 soft drink in the world.
It’s drink of the people who want no calories, but plenty of taste. Ad campaign
around the world for the Dite Coke shares a playful. Sophisticated and fun—loving
attitude.
42
BRANDS TAGLINE competitor
of the brand
Thumsup - Taste the thunder

Pepsi
Cocacola - Open happiness
Pepsi
Sprite - Seedhi baat no bakwaas ,clear hai 7up &
Mountain dew
Limca - Fresh ho jao:
Nimbooz
Fanta - Go bite Mirinda,
Parle’s Appy fizz
Maaza - Bina guthli wala aam
Slice, frooti
MMPO
Tropicana
43
Kinley - Bund Bund me pyas hai Aquafina,
Bisleri
THE COCA-COLA’S PATNA PLANT
Coke begins its operation on 4th sept. 1998 by taking over the franchise
bottler.It is located at E-1 industrial Area, Patliputra. Plant is spread over an area of
1.75 acres and houses most sophisticated machinery to produce coca-cola and
many other brands marketed by the company.
The plant can produce around 18000 cases of soft drinks per day and
employers 113 worked to do the same.
INTRODUCTION TO THE TOPIC
44
RED: A RIGHT EXECUTION DAILY
1. CONCEPT OF RED: RED stands for Right Execution Daily. It is a survey method
for the company to know their position in the market
Hindustan Coca Cola Beverages Pvt. Ltd., India division
under Eurasia Operating Group has been working on RED i.e. Right Execution
Daily since FEB 2006.
Coca Cola Company believes that its success depends on their ability to connect
with consumers by providing them with a wide variety of choices to meet their
desires, needs and lifestyles choices, Company success further depends on the
ability of their people by execute effectively, every day.
2. MEET COCA-COLA CUSTOMER:
Worldwide the coca cola company is no. 1 in sales of Sparkling Beverages & Juices
& Juices Drinks, as well as no. 2 in sales of Soft Drinks & no. 3 in sales of Bottled
Water. It’s our customers that are largely responsible for this unrelenting success
Who are the Customers?
Coca Cola customers are grocery stores, restaurants, streets vendors, mass
merchandisers, conveniences stores drug stores, movie theaters, & amusement
parks- among others.
What do they do!
Coca Cola customer sells its products to consumers & shoppers, who enjoy the
products at a rate of 1 .5 billions servings a day.
45
Why is their role important?
Coca Cola customers make it possible for consumer & shoppers in local
communities around the world to purchase & its broad purchase & enjoy its broad
portfolio of quality beverages.
3. MARKET SEGMENTATION UNDER RED:
Coca Cola Company’s market can be segmented in RED

along 3 lines- Channel Cluster, Outlet Volume, and Locality Income
46
S
47
Types of outlets
Grocery:-
Outlets which primarily engaged in retailing of food and various household
items. It include neighborhood outlet stoking provisions, edible & general
household items of daily usages E.G., commodities like flour, pulses, rice &
branded household items like toothpaste, mosquito oil, soap etc.
E & D:-
Outlets selling items to eat which are being cooked within outlet, made at the
outlet & possibility consume in outlet.
They may have place of sitting. It includes QSR/Bakery/MITIE
Store/Restaurants/Bars/juice/soft drinks/ ice cream parlor/tea soaps etc.
Convenience:-
Includes outlets which are small stores or soap generally accessible locally.
These are often located alongside busy roads.
It includes Chemists soap/STD booths/Pan Bidi soaps etc. E & D includes
flowing outlets.
Take away
On the go or consumption out of premise food & drink purchase lead by
convenience or impulse.
Fast food-
Self service with limited menu.
48
Pubs-
Outlets selling alcoholic beverages & snack items. May be open till late at
nights or 24 hrs.
Dhaba-
Situated on roadside & market places catering cost effective Indian food.
Convenience includes:
Pan shop-
Semi- temporary kiosk located near the road side selling
Cigarettes, beverages and other confectionary items.
Outlet at petrol pumps-
Convenience outlets selling top up items, may be open till late at nights or 24
hrs.
Travel & convenience kiosks-
Permanent kiosks within the airports/ railways/ bus stand premises (inside or
outside) selling only beverages or a food & beverage kiosks.
49
BRAND ORDER SYSTEM OF COCA-COLA
COLOJ-K
Cola Lemon Orange Juice Kinely
Thums Fant Kinely

Up a
coca
Sprite Maaz
a
Limca
50
DISTRUBTION SYSTEM OF PRODUCTS IN MARKET
Distribution of products is main point of the marketing strategy of the
companies. How the product distribute in market as much as possible.
Coca-Cola India distributes its product in market from its warehouse in two
types.
1. Direct route.
2. Indirect route.
DIRECT ROUTE
Where company supply its products in market by company route or its agent
route by company owned delivery vans. In jaipur city company have direct
route.
INDIRECT ROUTE
Indirect routes are those in which Coca-Cola products are supplied to its
distributers appointed in different areas. Than distributers distribute products
in market by their own tempo or vehicle.
Total number of indirect routs in Jaipur rural region is more then 100
51
FLOW OF DISTRIBUTION SYSTEM
Market
Direct Route
Plant Warehouse
Indirect Route
Distributer
Market
52
STANDARDS FOR DIFFERENT TYPES OF OUTLETS
CHENNAL:- GROCERY
OUTLET CATEGORY:- DIAMOND
Availability standards of products
200ml/TP -
250ml/200ml mz Maaza
300ml Thums Up+[coke,limca,sprite,fanta(any3)]
330ml Diet coke, Coca-cola (only for medium/high income
500/600ml Thums Up+[coke,limca,sprite,fanta(any3)] Maaza
1.Ltr/1.2/1.5/2Ltr Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza,Kinely
COOLER STANDERDS
Locality income
20 c/s visi low
9 c/s visi
30 c/s visi Medium/high
20 c/s visi
53
ACTIVITION STANDERDS
Essential activation standards:-
• Display Rack (at least 1)
• 3 Tier Rack with Header(should pure 50%charged by
coke products)
• Self Display (other than rack, mini.8 facing of any pet
displayed & visible.
• Price communication & visi cooler @ prime position.
Optional activation standerds.
• Counter Top.
• Aerial Mobile Hanger.
• Crate Display.
• Road Standee/Flange/Signage.
54
EXECUTION STANDERDS
CHANNEL: - GROCERY OUTLET CATEGORY: - GOLD
200ml/TP Only for few locality income.
Maaza,Kinely Necessary.
COOLER STANDERDS
Locality income
9 c/s visi low
7 c/s visi
20 c/s visi
55
coke products)
• Counter Top.
• Crate Display.
• Road Standee/Flange/Signage
56
CHANNEL:- GROCERY OUTLET CATAGERY- SILVER
200ml/TP Thums Up+[coke,limca,sprite,fanta(any3)]
Maaza,Kinely
COOLER STANDERDS
Locality income
4 c/s visi low
7 c/s visi
7 c/s visi - Medium/high
57
coke products)
• Counter Top.
• Crate Display.
• Road Standee/Flange/Signage.
58
CHANNEL:-GROCERY OUTLET CATEGORY-BRONZE
300ml -
330ml -
500/600ml -
1.Ltr/1.2/1.5/2Ltr -
Maaza,Kinely
COOLER STANDERDS
Locality income
2 c/s visi - Low
PVC ICE BOX - Medium/high
• 1 Tier Rack
59
CHANNEL-E & D OUTLET CATEGORY-DIAMOND
200ml/TP Maaza
Maaza,Kinely
COOLER STANDERDS
Locality income
20 c/s visi low
9 c/s visi
20 c/s visi
60
• Combo standee(mini3 nos.)/combo wall hanging(mini
3 nos.)/menu board with combo communication (at
least 1 of 3 option).
• Branded table mats/Branded menu card/table top
vinlys(at least 1 of 3 option) at least 5 nos. or all tables
if less than 5 tables.
• Flange/Road Standee/Glow sign board(at least 1 of
these 3)
61
CHANNEL-E&D OUTLET CATEGORY-GOLD
200ml/TP Maaza
Maaza,Kinely
COOLER STANDERDS
Locality income
7 c/s visi low
9 c/s visi
20 c/s visi
62
these 3)
63
CHANNEL-E&D OUTLET CATEGORY-SILVER
200ml/TP Maaza
Maaza,Kinely
COOLER STANDERDS
Locality income
4 c/s visi low
7 c/s visi
7 c/s visi - Medium/high
64
these 3)
65
CHANNEL E&D OUTLET CTEGORY-BRONZE
300ml -
330ml -
500/600ml -
1.Ltr/1.2/1.5/2Ltr -
Maaza,Kinely
COOLER STANDERDS
Locality income
2 c/s visi - Low
• Table top Display.
• DPS/Flange/Road standee.
66
CHANNEL-CONVIENCE OUTLET CATEGORY-DIAMOND
200ml/TP Maaza
Maaza,Kinely
COOLER STANDERDS
Locality income
20 c/s visi low
9 c/s visi
20 c/s visi
67
• Table top display unit/Hanging rack (at least 1 , should
be pure& atleast 50% charged).
• DPS/Flex board/glow sign board /road standee/flange
(at least 1 of the above).
these 3)
• Arial mobile hanger (with at least 4 mobile hanger
displayed at front of store).
68
CHENNAL-CONVENIENCE OUTLET CATEGORY-GOLD
200ml/TP Maaza
250ml/200ml mz Thums Up+[coke,limca,sprite,fanta(any3)]MZA
300ml Thums Up+[coke,limca,sprite,fanta(any3)]M/H .IN
Maaza,Kinely
COOLER STANDERDS
Locality income
7 c/s visi low
9 c/s visi
20 c/s visi
69
these 3)
70
CHANNEL-CONVENINENCE OUTLET CATEGORY-SILVER
300ml Thums Up+[coke,limca,sprite,fanta(any2]
330ml ------------------------------------------------
Maaza,Kinely
COOLER STANDERDS
Locality income
4 c/s visi low
7 c/s visi
71
these 3)
• Outside crate display (min.3 crate with crate wrap).
72
CHANNEL-CONVENVENENCE OUTLET CATEGORY-BRONZE
300ml -
330ml -
500/600ml -
1.Ltr/1.2/1.5/2Ltr -
Maaza,Kinely
COOLER STANDERDS
Locality income
2 c/s visi - Low
(2 covers)
• Table top Display.
• DPS/Flange/Road standee.
73
ACTIVATION ELEMENTS
GROCERY:-
• 3 Tier Rack.
• 1 Tier Rack.
• Table Top Display.
• Self Display.
EATING & DRINKING:-
• Tripod stand.
• Lit Combo.
• Non-Lit Combo.
• Salt & Pepper Tent Card.
• Regular Tent Card.
• Menu Boards.
• Changeable Insert Boards.
• 3 Cups Strategy Unit.
• Changeable Standee.
• Changeable Hanging Insert brd.
• Counter Utility Display
74
CONVENIENCE
• 1 Tier Rack
• Table Top Rack.
ESSENTAIL ELEMENTS FOR ALL CHANNELS
• Price Strips.
• Shelf Strips.
• Price Cards.
• Cooler Door Tray.
• Dealer Board / DPS.
• Bottle Neck Header.
• Crate Wrap.
• Non-Lit Flange.
• Standee.
75
COOLER INSTALATION PROCESS
Company set the coolers in a systematic way the way is following.

1. To know where the cooler is sitting inside the outlet or outside the
outlet.
2. If outside than the night cover is set at the palace where the cooler will
set.
3. After establishment of the guarder than cooler set in guarder.
4. When cooler has been set in guarder than the price communication on
cooler tray & set the trays properly in coolers.
5. When the cooler is properly installed @ outlet after it charged by coke
products as follow the brand order.
6. We also set the menu boards with combo on E & D outlets.
7. On small convienence outlets we put their also hanging rack.
8. Set up warm display on outlets.
BENEFITES OF INSTALL A COOLER OUTSIDE THE OUTLET
• Larger income. More consumers will buy beverages from soap.

• Increase in selling space.
• Outside cooler arouses more consumers’ interest and increase sales
through good beverage exposure.
• Outside outlet, it enlarges the amount of consumers visiting outlets.
• Easier access to chilled product triggers the consumers purchase
impulse.
• Effective use of soap space. Saving store/warehouse area.
• Attractive and convenient form of beverage presentation.
• Complimentary installation and services.
76
Pita –population+inciedence+transation+av .profit
77
BENEFITES SETTING A COOLER INSIDE THE OUTLET.
• Larger income. More consumers will buy beverages from soap.

• Easier access to chilled product triggers the consumers purchase
impulse.
• Chilled beverages taste better & hold greater value for consumers.
• Effective use of soap space. Saving store/warehouse area.
Complimentary installation and services
BENEFITES OF INSTALLING A VISI COOLER
• Attractive presentation of products.
• Consumer’s connivances easier access to the product.
• Increase in sales and income. When consumer see the product he
willing to buy it.
• It fills the consumers want & willingness.
• The salespersons easily know that what is in our cooler.
BENEFITS OF SETTING UP MENU BOARDS WITH COMBO

• Transaction value increases (meal+beverages) and as a result, raises
trade turnover and income.
• Attractive offer for the consumers.
• Combo visualization shortens consumer’s decision making time.
• Chosen meals purchase suggestion makes dish preparation and sales
planning easier.
• Seeing “saving” communication consumers perceive combo as
promotion and buy them more willingly.
• Combo price is prominently visible to the consumer.
78
BENEFITES OF SETTIN UP HANGING RACK
• Easier access to product for consumers.
• Easier product merchandising.
• Product in order and visible.
• Selling space enlargement using small outlet space.
• Placed on consumers route will trigger impulse so that a lot of
consumers will buy beverages in soaps thus increasing transaction
value.
BENEFITES OF SETTING UP WARM DISPLAY
• Attractive presentation of products in coolers.

• Consumer’s connivances easier access to the product.
• Increase in sales and income. When consumer see the product he
willing to buy it.
• Time: less time spent by the soap staff in filling up product.
• It fills the consumers want & willingness.
• Seeing “saving” communication consumers perceive display as
promotion and buy them more willingly.
RED SCORING:-
RED Scoring is the technique by which the quality of service & performance
executed by the company’s personnel are enumerated in item of number.
The following marks under assigned under RED are 100 and these total marks
segregated among the three factor of the RED.
Which are as follows:-
VISICOOLER = 30 , AVIABILITY = 50 MARKS
79
ACTIVATION = 20 MARKS
SWOT ANALYSIS
Strength
Products manufactured are of high quality. Experienced employees. Testing
of products at each stage of production has maintained relation between employees
and employer is a good relation with the customers. Customer’s satisfactions are
the rules of the company.
Weakness
The products are to be manufactured as per the customer’s requirements. So
it requires lot of the time and if the requirements do not meet then the product has
to be redesigned ‘ which will take lot of efforts and time.
Opportunity
Catering to the rural market and making the product available to the rural
areas by managing the distributor.
Threats
Competition in the manufacturing of Beverages industry.
80
RESEARCH METHADOLOGY
The research includes the study which was descriptive in nature.It
basically aims about how coke schemes plays in the mind of
shopkeepers and the consumers.
The study includes two methods-
(a)PRIMARY
(b)SECONDARY
Primary includes the following ways-
• Observation
• Experiment
• Survey
Here we include the primary method of survey
Research Instruments-
• Questionnaire-A printed questionnaire was their to make the
survey.
• RED scoring sheet
• Area of Survey-Patna
Sampling plan
• Sampling unit - Owners of the retail outlets.
• Sampling size- 1250 outlets
• Sampling procedure-Random sampling
• Sampling method- Retailers survey
SECONDARY DATA- For the secondary study data was not
available so it is taken from company records.
81
OBSERVATION
1) The order of each and every outlet is collected.

2) The Vz-cooler is checked for 100% purity.
3) Brand Order of soft drink is observed.
4) The availability of soft drink is checked at every out --let.
5) The location of Vz- cooler is observed at every outlet and is checked
whether it is present in prime location.
6) Every outlet in visited on regular basis.
7) Any complain regarding Vz- cooler or soft drink is noted in complaint diary.
8) Each out let is checked whether it is working properly or not.
9) As like a Market Developer (M.D.) my responsibility is to check terms and
conditions of Vz-Cooler for an outlet whether the conditions are met or
not.
10) As like a Market Developer (M.D.) my responsibility is to find which
product is not being sold and then give advice to outlet so that sale
increases.
82
LIMITATION
Although all efforts has been taken to make the results of survey as possible
but the survey suffers from the following limitations:-
 Considering the fact that nothing is prefect in the world. Every individual
bound to make mistake at some points. It’s genuine.
 The study was restricted to patna only, so it was difficult to generalize the
interpretations would be make out of the findings.
 Limited knowledge of the researcher in the field of research may lead to
interpretation errors.
 The result has not been tested.
 The respondents may be based or influence by other factor.
 Information collection took 60 days.
 A busy schedule of dealers/ retailers also makes the collation of information a
very difficult one.
 The projection is purely based on verbal meetings and may be influenced by
unprecedented factors.
 Non-co-operative behavior of respondent was a big problem in this survey.
 White studying the report the above fact should be taken into consideration.
 The research was dependant on the information provided by the respondents
(retailers). It may insufficient.
 As associated with every project, time and money were the major limitations
with project.
 The time period of study was only for two-months so it was not
possible to cover all the areas and go into the depth of the problem
and make analysis.
83
 The psychological condition varies from place to place because in
many places outlet owners were not supportive.,
 The training was carried on in the pick season so market developer
was not so supportive.

 Some respondents left some of the questions unanswered either
due to inability to put a strain on mind or they did not know the
answer.
LIVE EXPRIENENCE
In last I can say that the project successfully done by us. I gratitude to
all staff of coca-cola those include me in this kind of live project.It is a
live & imagines experience for me. I always remain it in my life. After
successfully completed the project Durgesh sir told to me that till
today’s you learn only book knowledge. In project you learn the
practical knowledge. This practical is a beneficial for you so remember
that whatever you learn from here mention on a paper always remain. it
is useful for you in future.
84
FINDINGS
After visiting Outlets we collect some conclusion. Which in brief as
Follows:
1. End costumer satisfaction level with the Coca-Cola good.
2. Brand awareness among consumers is very good.
3. Availability stander in outlet according to terms & conditions of the company is

not fully fulfilled. This is due to the poor down payment and poor communication
between outlet & sales Man.
4. Purity level of the Red out let is also not good because Shopkeepers put their
own material inside the freeze. It is seen that the many shopkeepers behavior is not
good. They behave like a illiterate person.
5. About 40% Red out let Activation standered good.
6. Demand of product by retailers is not fully fulfilled by agency
7. E&D and CON. Channel have more sales volume respect to STD , P.C.O and
other channel.
8. For the outlets, their focus brand is C.S.D & JUICE ; WATER &and SODA is
least preferred brand.
9. All most 85% S.G.A belongs to the coca cola company.
10 Irregular supply
11 Find purity Coca-Cola visicoolers.

12 Found so many outlets they want visi coolers from Coca-Cola.
13 Also found dead & useless coolers.
14 Some retailers complain about the service & repair of coolers.
85
SUGGESTION
• The company should measure Retailers satisfaction regularly.

• Company can increase the sales when it considering more on retailers,
their suggestions or complaints about service or product so that
necessary action can be taken.
• Review meeting should be often held so that the working pattern of the
executives can be checked and improved if needed.
• Company representatives should visit retailers and should make a long-
term relationship with retailer so that they can pull the customer.
• Since customers are value maximizes and their expectation to this
brand is high, as the brand image shows their quality is supervene so
the company should also take feed back at time to time. By this they
can make their brand loyal.
• Distributers should be convinced to pass the incentives to the retailers
so that they are motivated to promote this brand.
• Increase the number of dealers and retailers as this will help in making
high sales volume.
• Cash discount should be competitive and luring.
• Try to continue the good image of the outlets by keeping more and
more good quality in services. By this the monopoly will continue with
Coke products.
• Company should attains on small outlets so there sales can increase.
86
• For marketing strategy of company should divers it business in related
this sector Like-Ice creams, butter &chocolates because of company
have visicoolers in mostly outlets.
• Now company should launch new taste of soft drinks like recently
launched Minute Maid & also launched new product in another flavor.
• Company should search new area for increasing in sales.
• In winter Season Company gives more discount & schemes to retailers
so they sell more our product.
Company must make new strategy to fight local cold drinks brands.
• Company should give new dealership on small towns.
• Try to decrease the price of commodity in competition of Pepsi.
• Company should try to maintain manpower.
87
SIGNIFICANCE OF STUDY
To the Researcher:
• It gave a chance to use the conceptual knowledge in actual

environment and prepares the researcher to use the knowledge for
better in his future endeavors.
• It helped in the assessing the factors, which influenced the retailers

purchasing and selling products to the consumer from Coca-Cola.
• The study is essential for the researcher in partial fulfillment of

PGDM curriculum. The study gave the researcher the experiences to
conduct survey.
To the Company:
Cold drinks companies are facing a great competition nowadays.
Consumers are very much aware and curious about safely products,
services, brands and other upcoming products. This study provides an
insight to the company that what kind of strategies must be adopted in order
to sell more products to consumers and also satisfying them.
To the Others:
The study gave an insight into various aspects of the Beverage
companies, discussed in this study. One can easily come to know about what
is happening in Beverage companies in the current environment. How they
make attraction of Retailers & consumer mind.
88
QUESTIONNAIRE
NAME OF OUTLET OWNER:
AREA
CONTACT NO.:
(A ) GENERAL QUESTIONS
1).Type of channel
a) Grocery ( ) b) Eating & Drinking ( )
c) Convenience ( )
2). Type of category
a) Diamond ( ) b) Gold ( )
c) Silver ( )
3). Are you familiar with project RED?
a) Familiar ( ) b) Unfamiliar ( )
4).Your belief on Coca Cola increased from Project RED by?
a) 25% ( ) b) 50% ( )
c) 75% ( ) d) 100% ( )
5).What kind of incentives you are getting from distributors?
a) Schemes ( ) b) Prizes ( )
c) Scratch coupons ( ) d) Cash discount ( )
e) None ( )
89
(B) AFTER PROJECT RED
6) Improvement in condition of visicooler?

a) Yes ( ) b) No ( )
c) As it is ( )
20
YES
8
72 NO
AS IT IS
7) Has the availability of product increased?

a) Yes ( ) b) No ( )
c) As it is ( )
9
9
YES
NO
AS IT IS
82
8) Has the activation of outlet increased?

a) Yes ( ) b) No ( )
c) As it is ( )
90
12 10 YES
NO
78
AS IT IS
9) Is the delivery of Coca cola’s product increased?

a) Yes ( ) b) No ( )
c) As it is ( )
13
7 YES
NO
AS IT IS
80
(C ) PERFORMANCE OF RED TEAM
10) What is the performance of Market developer?

a) Poor ( ) b) Good ( )
c) Better ( ) d) Best ( )
9
18 GOOD
BETTER
BEST
73
91
11) What is the frequency of deliveryman visit?
a) Daily ( ) b) Weekly ( )
c) Monthly ( ) d) Never ( )
7 0
DAILY
WEEKLY
MONTHLY
NEVER
89
12) What is the frequency of visit of top management?
a) Daily ( ) b) Weekly ( )
c) Monthly ( ) d) Never ( )
3 2 16
DAILY
WEEKLY
MONTHLY
NEVER
79
13) Do you want to continue with RED project?
a) Continue ( ) b) Discontinue ( )
7
CONTINUE
DISCONTINUE
93
14) Any
suggestion?....................................................................................
…………………………………………………………………………………………
…………………………………………………………………………………………
…………………………………………………………
92
RED SCORING SHEET
Groce ry E&D Conv.

RED Pa ra m e te r
D G S D G S D G S
1 Is a coca cola cooler present
2 Is the cooler as per standard 4 4 44 4 44 4 4
3 Is the cooler in prime location 10 10 10
10 10 10
10 10 10
4 Is the visicooler in a working condition 3 3 33 3 33 3 3
Visicoole r
5 Is the visicooler light working 2 2 22 2 22 2 2
6 Is the cooler 100% pure 10 10 10
10 10 10
10 10 10
7 Is the cooler brand order compliant 6 6 66 6 66 6 6
Total 35 35 35
35 35 35
35 35 35
1 Can 4 4
2 RGB-CSD 12 22 25 25 14 18 18
3 RGB-Maaza 4 8 10 10 4 4 4
4 Mobile-CSD 16 16 10 6 5 5 13 13 14
Ava ila bility 5 Mobile-Maaza 4 4 4 3 3 4
6 LARGE PET-CSD 16 16 10
7 LARGE PET-Maaza 4 4
8 TP-Maaza 2 2
Total 40 40 40 40 40 40 40 40 40
1 W arm Display Rack 10 10 8 10 10 10
2 Is the rack pure and charged 10 10 7
3 Shelf Display 5 5 5
4 Crate display with wrap 5 5 5
5 Flange/Standee/GSB/ DPS board/Flex board 5 5 5 10 10 10
Activa tion
6 Aerial Mobile Hanger 5 5
7 Menu board/Menu card 15
8 Combo communication 15 15
9 Branded table mat/table vinyl 5 5
Total 25 25 25 25 25 25 25 25 25
93
BIBLIOGRAPHY: -
BOOK AUTHOR
Marketing Management Philip Kotler
Magazines
Business Today
Business India
Newspaper
Economics Times
Business Standard
Search engines.
• www.google.com
• www.yahoo.com
Web sites.
• www.cocacola.com
• www.coke.com
• www.cocacolaindia.com
94

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Introduction

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INTRODUCTION

Even though efficiencies of production and distribution using refillable bottles

 To refresh the world in mind, body & sprit.

Profit : Maximize the return of shareholder.

People : Establish a great place to work where people are inspired to

the Best they can do.

Portfolio : Bringing to the world a portfolio of beverage brands that

Anticipate and safely people’s desire & need.

Partners : nurturing a winning network of partners & building a mutual

Planet : Being a responsible global citizen that makes a difference.

Leadership : “The courage to shape a better future”

Passion : “Committed in heart & mind”

Integrity : “Be real”

Accountability: “If it is to be, it is to up to me”

Collaboration : “Leverage collective genius”

Innovation : “Seek, Imagine, create, Delight”

Quality : “What we do. We do well”

DR. John Stith Pemberton invented coca-cola on May 8, 1886 in

As a Candler bought the rights of coca—cola from various people to whom

THE RAPID GROWTH-1900-1909

THE CONTOUR BOTTLE-1916

The coca—cola as sold in simple Hutchinson (straight —sided bottles till

BOTTLE OVERTAKES FOUNTAIN SALES

START OF GLOBAL FOOTAGE

CONSOLIDATION TO SERVE COUSTOMER-1970 AND 1980

As technology led to a global economy. Retail customer of The Coca-Cola

THE CLASSIC COKE

NEW AND GROWING MARKETS – 1990

THINK LOCAL ACT LOCAL 21 CFNTURY

THE PEOPLE WHO MADE COKE

PRESIDENT & CHIFE

MANAGEMENT STRUCTURE OF THE COCA-COLA COMPANY IN

CHANNEL AREA CAPABILITY

SALES MARKETING SALES

• To get the retailer’s wants in terms of product selling.

• To know effectiveness of the marketing strategy & sales promotions in

• Visicoolers survey in Urban market of patna.

• Ensuring the visibility of the product.

• Ensuring the availability of products in outlets.

• Analyzing the effect of scheme.

• Analyzing the effect of discounts.

• Evaluating the competitor’s strength & weakness in urban market.

• Retailer’s expectation from company.

 By this study company can know its growth.

 This study helps the company to know their actual position in

and help to make relevant changes according to their rivalry

 This study ensures the availability of the product in the

 The study also helps in the evaluation of the market developer.

RED helps to maintain the outlets in a well designed way to attract

Reason for selecting this topic

Because I persuade the ‘marketing’ as a major specialization and this give a

Created in special concentrate plants, it's delivered, held

when delivered to the plant, carbon dioxide, or CO2, comes

WASHING AND RINSING

To ensure quality, each bottle is washed, sanitized and

H2O and Sugar

H20 and Syrup

word across the world after OK.

Coca-Cola had signed on various celebrities including movie stars such as

Glass PET Can Fountain

LIMCA - LIGHT AND LEMONY This thirst-quenching beverage features a fresh,

In 1993, Maaza was acquired by Coco-Cola India. Maaza currently

The current ad. of maaza positions it as an enabler of fun friendship moments