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4075259 Coca Cola Report

4075259 Coca Cola Report

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Published by: manishsingh6270 on May 30, 2010
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HINDUSTAN COCA-COLABEVERAGES PRIVATE LIMITED
AN INTERNSHIP REPORT
ANURADHA NAYAK SSN: 888-93-2972IN PARTIAL FULFILMENT OF THE MASTERS PROGRAMIN BUSINESS ADMINISTRATION,OHIO UNIVERSITY, ATHENS, USA
OHIO UNIVERSITY CHRIST COLLEGE ACADEMY FOR MANAGEMENTEDUCATIONCHRIST COLLEGE CAMPUSHOSUR ROAD, BANGALORE-29APRIL 2007
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_______________________________________________ACKNOWLEDGEMENT
I would like to thank my Mr. U Narendra Kini, General Manager, Coca-ColaIndia, without whom an internship with, Hindustan Coca-Cola BeveragesPrivate Limited (HCCBPL) would not have been possible. I am grateful to himfor having taken time off his busy schedule and spoken to the concernedperson to get me this internship. I express my gratitude to the HindustanCoca-Cola Beverages Private Limited (HCCBPL) for having given me anopportunity to work with them and make the best out of my internship. Ithank my trainers, Miss Poornima and Miss Neha Kashyap for having trainedme and constantly guided and supported me throughout the training period.My heartfelt gratitude also goes out to the staff and employees at HCCBPLfor having co-operated with me and guided me throughout the one and ahalf months of my internship period. I thank my school, Ohio UniversityChrist College Academy of Management Studies for having given me thisopportunity to put to practice, the theoretical knowledge that I impartedfrom the program. I thank the internship co-coordinators, Dr. Amalendu Jyotishi and Mr. Girish M for having guided and supported me through thecourse of the internship. I take this opportunity to thank my parents andfriends who have been with me and offered emotional strength and moralsupport.
_______________________________________________
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EXECUTIVE SUMMAR
Coca-Cola, the product that has given the world its best-known taste wasborn in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world’sleading manufacturer, marketer and distributor of non-alcoholic beverageconcentrates and syrups, used to produce nearly 400 beverage brands. Itsells beverage concentrates and syrups to bottling and canning operators,distributors, fountain retailers and fountain wholesalers. Coca-Cola was firstintroduced by John Syth Pemberton, a pharmacist, in the year 1886 inAtlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard. He first “distributed” the product bycarrying it in a jug down the street to Jacob’s Pharmacy and customersbought the drink for five cents at the soda fountain. Carbonated water wasteamed with the new syrup, whether by accident or otherwise, producing adrink that was proclaimed “delicious and refreshing”, a theme thatcontinues to echo today wherever Coca-Cola is enjoyed. Coca-Colaoriginated as a soda fountain beverage in 1886 selling for five cents a glass.Early growth was impressive, but it was only when a strong bottling systemdeveloped that Coca-Cola became the world-famous brand it is today. Coca-Cola was the leading soft drink brand in India until 1977, when it left ratherthan reveal its formula to the Government and reduce its equity stake asrequired under the Foreign Regulation Act (FERA) which governed theoperations of foreign companies in India. In the new liberalized andderegulated environment in 1993, Coca-Cola made its re-entry into Indiathrough its 100% owned subsidiary, HCCBPL, the Indian bottling arm of theCoca-Cola Company. The main objective of this study lies in understandingthe organization and studying and understanding the consumers’ perceptionand opinion about the latest product, Minute Maid Pulpy Orange, introducedinto India, by the Coca-Cola Company. A consumer sampling involving 5.5lakh people was conducted in a span of 30 days across major cities in orderto give the product the required marketing push and to recognize the
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