This action might not be possible to undo. Are you sure you want to continue?
leadership future” Passion Integrity : :
“The courage to shape a better “Committed in heart & mind” “Be real” “If it is to be, it’s up to me.” “Leverage collective genius.”
2. 3. 4. 5. 6.
Accountability : Collaboration : Innovation delight.” 7. Quality : :
“ Seek, imagine, create, “What we do, we do well
THE GOBLEJ PLANT
Commission in March 1998 Situated at the peaceful environs of Globleg just 30 km have two RGB lines & one hot fill line. Capable of producing 55000 cases/days. The world’s favorable soft drink is Ahemedabad’s favorable too; evident from the phenomenal growth rate that coca-cola has ach achieved since its re-introduction in India.
The secret formula of Coca Cola
The mystique of Coca-Cola was also enhanced of course, by its secret formula, whose blend of flowers was code-named 7x. Soon after frank Robinson brought him the formula, as a Candler changed it. His son said that he did so because the Palmerton product did not have an altogether agreeable taste. It was unstable; it contained too many things, too much some ingredients and too little of other the bouquet of several of the volatile essential oils previously used was adversely affected by some ingredients. The main reason that Candler modified the formula was to distinguish it from all the other recipes floating around. At least ten people had access to the origin Palmerton. Robinson had a particularly keen nose and pallet and could detect even a trace of an off flavor, although there are rumors of the secret formula is no longer a secret, the magical formula of Coca-Cola called 7x still remain distinctive in flavor till date.
Mission of The Coca Cola Company
The Mission of the Coca-Cola Company is to increase shareowner value over time. The Company over accomplished the by working with its business partners to deliver satisfaction and value to customers an consumers through a world wide system of superior brands and services, thus increasing brand equity on a global basis.
Vision of coca-cola company
To achieve sustainable growth, we have established a vision with clear goals. Profit: Maximizing return to share owns while being mindful of our overall responsibilities. People: Being a great place to work where people are inspired to be the best they can be Portfolio: Being to the world a portfolio of beverage brands that anticipate and satisfy people’s desires and needs. Partners: Nurturing a winning network of partners and building mutual loyalty. Planet : Being a responsible global citizen that makes a difference.
Board of directors
James D. Robinson [General Partner of RRE Ventures] Warren E. Buitentt [Chairman of the board and chief executive officer] Dunaut F. Henery [President of the IRC Group, LIC] Sam Naun [Chief executive officers of nuclear threat initiatives] Paul F. Oreffic [Board of director and chief executive officer of Dow chemical company] Douglas N Daft [Chairman of the board and chief executive of the Coca – Cola Company] Herbert A. Aller [Director and Managing director of Allen and company] Cathlon P. Block [President of Henrst Magazines] James B. Williams [Chairman of the executive committees] Robert L. Nardeil [Chairman of the board] Parter V. Veheniroth [Chairman of Contrarian]
Sales Promotion Manager
Regional Sales Manager A
Regional Sales Manager B
Regional Sales Manager C
Sales Educative I
Sales Educative II
Sales Educative III
Organization chart is the vital – tool for providing information about organization relationships. Such a chart is diagrammatical from which show3s the major function and their respective relationship, the channels of formal authority and the relative authority of each manager who is an in charge of each respective function. The organizational chart shows only formal relationship.
The whole production process are showing in the above chart are shows how raw material passes through different process and result in to the finished products. Company is used highly quality refined sugar area is produced modern refineries. The water which is used in coca-cola is first treated and filtered before going in to the manufacturing operation. Production process start with maxing refined sugar with treated water. So, simple syrup is made than this simple syrup is pumped through a filter to ensure its purity and clarity. Than coca-cola concentration. And it is mixed with simple syrup so, the final coca-cola syrup is ready. In the process ultra virus system is used. After preparing coca-cola this final syrup is transfer to de-creator proportional cooler-carbonator. Here air is removed for the treated water proporting meter modswars, the proper combination de-creator water and coca-cola syrup. The mixture is than cooled and carbonated. Then high purity carbon dioxide is supplied from bulk to the carbonator. After the above process coca-cola is automatically bottled and highly crowned and capped. Then each filled bottle is carefully inspected. After inspecting filled bottles are mechanically placed in cleaned cases which are automatically cleaned before filled bottle are placed, than carry to
pallets manually to trucks for delivery to sales and other bottles put in the ware house. After selling the products when empty bottles came in to the factory, first empty bottle from trucks. Then this bottle is automatically removed from the cases and transferred to the convergent empty bottles are examined washer unclean. Able and effective in a special bottle washer plant in which bottles are washed very cleanly. The bottle washing operating takes 30 minutes. In the bottle washer plant, bottles are thoroughly washed, cleaned sanitized in uat, caustic, and soda solution. The dirty water is used in gardening, water is given then these washed bottles are very carefully inspected and then this bottle sent of filled coca-cola syrup.
PRODUCTION PROCESS CHART
REFINED SUGAR WATER TREATMENT
FILTRATION CONCENTRATION FINAL SYRUP
DE-CREATOR PROPORTIONER COOLER
FILLER CROWNER FULL PRODUCT INSPECTION EMPTY BOTTEL INDEPECTION
PRE-IN -FEED INSPECTION CASE CLEANING UNCASHER
HUMAN RESOURCES DEPARTMENT
Human resources department is a vital part of the organization. It means the utilization not only of physical factors, but also of what is still more important of people who are working on these factors. There are 6000 Workers in India a 250 workers are working in the beverage plant, who are divided batch-wise or production wise or category-wise. There are 3 shifts for the workers in Coca-Cola beverages pvt. Ltd. Each shift is of 8 hours of these 3 shifts. 1. Morning shift 2. General shift (Time 9:00 am to 5:00 pm) 3. Night shift The daily wage of one particular employee is Rs.125 of Hindustan Coca-Cola beverages private limited.
Human resources department chart
The organizational chart of personnel department is as follow:Chief executive officer and divisional head Regional head Area general manager Head of department Durgesh telana is area general manager of goblej plant.
EMPLOYEES BENEFITS AND FACILITIES
The employees here are taken good care. They are paid well and on the other hand, many other benefits are also given. On Special occasions all family are invited to the factory. A part from these the workers are occasionally taken to picnics or movie show. This helps them in getting motivation. Some special programmers such as meeting at quality circles are also done to know the hidden qualities of the employees and they are motivated. Special skill identifications programmers are also held for this purpose and prizes are given. The ambulance and community etc. services are provided by Coca-Cola beverages private limited at 24 hours. The company provides pure drinking facility to near villages. The company has an emergency team for any natural calamities. The company provides medical checkup facility for villages’ person. The company provides uniform and canteen facility to the employees.
The company should have a proper of recruitment regarding the quantity and quality of personnel required and the time when it is needed. The process of recruitment and the cost involved in it depends on the size of the undertaking and the type of persons to be recruited. in the case of small concern the process of the recruitment is simple and inexpensive, while in the case of large concern the processes complicated and expensive particularly if technical and managerial personnel are to be recruited.
SOURCES OF RECRUITMENT
The sources of recruitment can be broadly classified into categories:1. Internal sources 2. External sources “Coca-cola” Company mostly used a internal sources for the recruitment of employees. At last, recruitment done according to candidate’s experience, basic knowledge of foods etc. In marketing, the first choice is M.B.A people for the recruitment.
Whereas under recruitment the manager identifies the sources for prospective candidate and stimulates them to apply for various opening in his organization, under selection he compares their qualification with the recruitments of a job and eliminates all those who do no stand up to this comparison. Thus, in Hindustan Coca-Cola beverages private limited (goblej plant), selection is based on education qualification, interview of prior work,experiences and mapping of the candidates’ skill with the profiles for the required him.
TRAINING AND DEVELOPMENT
Different types of training and development schemes are taken for the executives of Coca-Cola ltd. Training is given to the lower or bottom level management while Development programmers are meant for the Top Level Management. The employees here are provided with uniform, Cap, Masks and Gloves. Employee safety is taken at most cases. The suggestions of employees are taken into account in a suggestion hex. The problems of employees are heard and steps or measures are taken at grass root level. Five key value of company 1. Quality:-“what we do, we do well”. 2. Integrity:-“be read”. 3. Accountability:-“if it is to be, its up to me”. 4. Innovation:-“seek, imagine, create, delight”. 5. Passion:-“committed in heart and mind”. And leadership:-“the courage to shope a better future”. Collaboration:-“average collective genius”.
Promotion:It involves a change from one job to another that is better in terms of status responsibilities promotion is given to the workers in the “Coca-Cola” Company not by increasing their wages or position but by transferring them to some other plant.
Labour Welfare:Life of the workers is made worth living “Coca-cola” Company takes care at their worker by taking them for outing once in a month. It use to become where form the plant. The workers enjoy there and return by the same day.
Health and Safety:“Coca-Cola” takes care of its workers from all. They have an ambulance which is kept four the emergences and the companions is given some thing happens on duty.
INTRODUCTION OF MARKETING
Marketing is the important function of business. Marketing identifies customer’s needs wants and determine the goal of marketing is to create customer satisfaction many people see marketing only as advertising or selling but real marketing does not involve only it. It is an art of selling what you make marketing is all around us. “We define marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with other to explain this definition, we will examine the following important terms: needs wants and demands, products, values, satisfactions and relationship. Marketing is which is directly related with consumer. Main aim of modern marketing is to make profit and make consumer value and satisfaction. It also try to attract customer by satisfaction. “Marketing” is necessary for large and small profit and global market. We are all related with marketing, in our by shop in advertisement that feds our T.V screen, Magazines and mailbox, at home, at school, at college, at work place. Yet, there is much and more marketing than meets customer casual eyes. It includes sell resources and a set of activities necessary and to direct and facilities the flow of good and service from products to customer in the process of distribution.
CORE MARKETING CONCEPT
Product & Needs Wants and Core Core Marketing Concept Concept Marketing Value Satisfaction & Quality Markets Exchange Transaction & Relationship Services
The most basic concept of marketing is that human needs. Human needs are states of felt deprivation. They include basic physical needs for food clothing warmth and safety social needs needs for belonging and individual needs for
Wants are the from taken by human needs as they are shaped by culture and individual personality wants are described in terms of
objects that will safety needs people have almost unlimited wants but limited resources thus they want to choose products that provide that most value and satisfaction for their monet.
When backed by buying power wants become demands consumer view products as bundles of benefits and choose products that give them the best bundle for their money.
WHAT IS MARKETING
Marketing means “ A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” Marketing creating customer value and satisfaction Coca – Cola long the world’s leading soft drink delivers on the simple but enduring promise, “Always Coca – Cola” always thirst quenching always god with food, always cool always a part of our life. These and other highly successful companies know that if they take care of their customers, market share and profits will follow. We know marketing is all around us we see marketing in the advertising that fill own television soon, magazines and mail box. Marketing more than any other business function, deals with customers creating customer value and satisfaction are the heart of modern marketing thinking and practice, marketing is the delivery of customer satisfaction at a profit. The two fold goal of marketing is to attract new customers by promising superior value and to keep current customer by delivering satisfaction.
In the past Marketing meaning is different in nature it is known transaction between two products. There was no any market available and that time people depend on other people to get things and the medium of marketing is goods and products. That time there no one saw the quality of products. That time there wasn’t market place available. So that time many difficulties arise in transaction. And at a specific time and place they organized mela (fair) to fulfill their needs and demands. This all process are known as barter system. The barter system is very famous in that time but now a day this system is not popular. In the modern marketing system people purchase all things according to their needs and demands people purchase products and fulfill their needs and demands. Today the medium of exchange is note and currency. People give easily the value to products. Today people easily purchase any thing to the market and every product is easily available in the market. Today people are not depends on other people. Today people first see the quality of products.
TRADITIONAL MARKETING SYSTEM
PRODUCT IDUSTRY MONEY MARKET
The function that links the consumer, customer and public to the markets through information, Information used to identify and define marketing opportunities and problems to generate, refine and evaluate marketing action to monitor marketing performance and to improve understanding of the marketing process.
The Marketing Research Process:-
Defining the problem and research objectives. Developing the research plan for collecting information. Implementing the research plan collecting and analyzing the data. Interpreting and reporting the findings
Marketing Research of Coca-Cola Company
In the beginning near by 1985 when coke was not running in a proper manner due to regular innovation in the taste of coke. It was losing its market value of shares. This was due to the research done by the company. But, then Coca-Cola began the largest new product research project in the company’s history. It spent more then two years and four million on research before setting on a new formula. It conducted some 2, 00,000 taste and 3, 00,000 on the final formula taste alone. It blind tests, 60% of consumers chose the new coke over the old and 52% chose it over Pepsi. Research showed that new coke would be a winner and the company introduced it with confidence. The Coca-Cola Company has one of the largest Best-Managed and most advanced marketing research operations in America-a top the rough and tumble soft drink market for decades. But marketing research is far from an exact science. Consumers are fuel or surprises and figuring then out can be touch. If Coca-Cola L.T.D. can make a large marketing research mistake, any company can.
The marketing process involves:
Analyzing market opportunities Selecting target markets Developing the marketing mix Managing the marketing efforts
The strategic plan defines the company’s overall mission and objectives with each business unit; marketing plays a important role in helping to accomplish the overall strategic objectives marketing role and activities in the organization can be clearly seen by knowing the marketing strategy of the company.
Targeting the consumer is very important step in the marketing process. The company identifies the total market; select the most promising segments and focalizes serving and satisfying these segments. It designs a marketing mix made up of factors under its control; Product; Prices; Place and promotion. To find the best marketing mix and put it into action, the company engages in marketing analysis planning implementation and controls.
Market consists of buyers and buyers differ in one or more ways, they may differ in their wants, resources location, buying attitude etc. each buyer is potentially a separate market. Ideally, a seller must design a separate marketing program for each buyer.
Most sellers face large no. of small buyers and do not final complete segmentation worth while instead; they look for brand classes of buyers who differ in their product needs or buying responses.
Types of Segmentation:1 Geographic segmentation:Dividing market by its geographical limits does it. For example dividing the market as rural market urban market, International market, domestic market etc.
2 Demographic segmentation:It is done because of population of a particulars state of a country.
3 Psychographics segmentation:It is done because of taste, chose in company preferences, psychology etc.
4 Behavioral segmentation:It is bone because of the behavior of the consumer.
Marketing targeting involves evaluating each markets segment attractiveness and selecting one or more segment to enter. A Company should target segments in which it can generate the greatest consumer value and sustain it overtime. A Company with L.T.D. resources might decide to save only one or a few special segments.
Once the company has decided on its overall competitive marketing strategy, it is ready to being planning the details of the marketing mix. The marketing mix is one of the major concepts in modern marketing. We define marketing mix as the set of controllable tactical marketing tools that the firm blends to produce the response it wants in the target marketing. The marketing mix consists of everything the firm can do to influence the demand for its product. The many possibilities can be collected into four groups of variables known as the “Four Ps”: product, price, place, and promotion. Figure 5-6 shows the particular marketing tools under each P. Product means the “goods-and-service” combination the company offers to the target marketing. Thus, a Ford Taurus “product” consists of nuts and bolts, spark plugs, pistons, headlights, and thousands of other parts. Ford offers several Taurus styles and dozens of optional features. The car comes fully serviced and with a comprehensive warranty, that is as much a part of the product as the tailpipe. Price is the amounts of money customers have to pay to obtain the product. Ford calculates suggested retail price that its dealers might change for each Taurus. However, Ford dealers really change the full sticker price. Instead, they negotiate the price with each customer,
offering discounts, and trade-in allowances, and credit terms to adjust for the current competitive situation and to bring the price into line with the buyer’s perception of the car’s value. Place includes company activities that make the product available to target consumers. Ford maintains a large body of indecently owned dealerships that sell the company’s many different models. Ford selects its dealers carefully and supports them strongly. The dealers keep an inventory of Ford automobiles, demonstrate them to potential buyers negotiate prices, close sales, and service the cars after the sale.
PRODUCT Product variety Quality Features Brand name Size Services Warranties Returns
PRICE List piece Discounts Allowance Payment period Credit terms
Target Customers Intended Positioning
PROMOTION Advertising Personal selling Sales promotion Public relations
PLACE Channels Coverage Assortments Locations Inventory Transportation Logistics
“Anything that can be offered to a market for attending, acquisition, use or consumption that might satisfy a want or need. It includes physical objects services, persons, places organizations and ideas.”
Levels of Products:There are three levels of product:
Core Product:The problems solving services are core-benefits that consumers are really buying when they obtain a product.
Actual Product:A product’s parts, quality, level, features, design brand name packaging and other attributes that combine to deliver core product benefits.
Augmented Product:Additional consumer services and benefit build around the care and actual products
There are many products producing in GOBLEJ plant. The products which are produced by GOBLEJ plant are as under:Coca-Cola 2. Fanta 3. Sprite 4. Crush 5. Diet coke 6. Canada dry 7. Kinley water 8. Kinley soda 9. Maaza 10.Thumps up
In the country, there are eight products of soda being sold by coca-cola company and other two products are of safe water. In the world, there are three hundred products being sold by the company.
Product line:Retailer can classify by the length and breath of their product assortment. The most important type of retailers is:
Specialty store Department store Super market Consequences store Super store Service business
TYPE OF PRODUCT
The various type of product manufacturing by Hindustan coca cola beverage pvt ltd.are as follow:-
i. ii. iii. iv. v. vi. vii. viii. ix. x. xi. xii.
coca-cola fanta sprite crush diet coke Canada dry kinley water kinley soda maaza thumps up Coca-cola Fanta
In the world, coca cola company make and selling their 300 product. But in India, Coca-Cola Company selling a 8 product of carbon dioxide and other are safe water.
A product mix is a set of all the product lines and items that a particular seller offers for the sale. A company’s product mix dimension provides the handles for defining the company’s product strategies. The company can increase its business in three ways:
It can add new product lines. Its new product line builds on the company’s reputation in its other
The company can lengthen its existing product line to become a
more full line company. Coca-Cola product like Coca-Cola, Fanta, Sprite, Fresca, Tab, Diet Coke, Fruitopia are provided in various quantity packs such s 300 ml, 500 ml, 1 liter, 1.5 liter and 2 liter.
It exist 5 items.
Csd, ncsd, ready to drink hot, ready to drink cold, ready to drink water.
Figure show the important decisions in the development and marketing of marketing of individuals products and services. We will focus on design about product attributes brandings packaging .labeling and product support services.
Product attributesDeveloping a product or service involves defines the benefits that it will offer, these benefits are communicated and delivered by product attribute such as quality, features and decision.
Brand is a name term, sign, symbol, or design or a combination of their intended to identity the goods or services of one seller or a group of seller and to differentiate them from those of competitors. The various brands of Coca-Cola in India are the following:
Slogan:- “Thanda Matalab Coca-Cola”
“Coca-Cola” has a truly remarked heritage. From a humble beginning in 1886. It is now the flog ship brands of the largest manufacturers markers, distributor of non-alcoholic beverages in the world.
2. DIET COKE:-
Slogan:- “Taste the power of one less than one calories.”
Slogan:- “Taste the Thunder”
It is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977. “Coca-Col” Company acquired Thumps UP in 1993.
Slogan:- “Rang le Dil Khol Ke.”
The orange drink of “Coca-Cola” Company is seen as one of the favorite drink since 1940. It entered in India market in 1993.
Over the years it has occupied a strong market place and is identified as “FUN CATALYS”.
5. KINLEY WATER:-
Slogan:- “Boond Boond Mein Vishwas” 6. KINLEY SODA:-
Slogan:- “Clear Hay”
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 one of the fastest growing soft drink.
PACKAGING & LABELNG
Packaging means the activities of designing and producing the container or wrapper for a product. Traditionally packaging decisions where based primarily on cost and production factors, the primary function of the package was to contain and protect the product the product. In recent time, however humorous factors have made packaging an important marketing tool. These factors include all acting attention describing the product making the sales. Packaging involves designing and producing the container or wrapper for product. The package may include the product’s primary container a secondary package that is thrown away when the product is
about to be used and shipping package necessary to store , information appearing the product labeling printed information appearing on or with the packaging is also part of packaging. Label ways rouge from toys attached from product the to complex graphic that identify the product or brand, such as the product the label weight also described several things about the product who made its contents how it is to be used. Packing refers to the activities of designing and producing the container or wrapper for a product. The package may include the products primary container. Coca-Cola products, almost all of them are available in bottles of 250 ml, 500 ml pet jar, 1000ml, 1500 ml and 2000 ml bottles as well as 330 ml cans. The company use cola lime for preparing Coca-Cola from Pune, getting raw-material (glass) from approved suppliers. The advantages of packaging are as follows In strip packaging there is aluminum foil on both those products which are having less productivity. In facilitates branding and advertising of products. In serves as a silent salesman. It induces the buyers to make re order. It has got display value. the
sides. strip packing is done for providing stability to
It helps the seller to increase his sales and obtained higher prices than he could get from unpacked good. Printed literature containing “Instruction to use the product” can be easily passed on to the consumers by putting in the package. Packaging given the product a prestige an individually and identity which the goods sold in loose form do.
Labels may range from simple tags attached to products to complex graphics that are part of the package.
Labeling is mainly done in order to promote the product through attractive graphic. In the “Coca-Cola” company, the labels are provided with bottles.
The better attributes of the product may be called the quality of the product. Quality means the ability of the product to perform its functions, overall durability, precession, case of operation and repair and other valued attributes. Quality is one of the product which is more important in any product. Consumers purchase only those products which satisfy their needs and wants. Which quality result is 100 % and it was good quality than consumer easily purchased it. Consumers satisfaction is closely linked to quality. If any types of problems arises in quality of product then consumer move to another product. Coca – Cola’s company also believed on quality. It always take care the quality. In the company of Coca – Cola they have special category of research and development when its quality cheeked by the quality expert and after the quality checking it reach to the consumer because quality is the main function of any product. Coca – Cola is a quality conscious product due to it taste is same all around the world. After the doubling process its quality capacity is major six months.
Product Life Cycle
After launching a product the company wants to survive in a market to earn a reasonable profit and for the progress and development of the product, but the product has its own life after its launching into the market it has to pass through various life cycle stages.
Product Development:It begins when the company finds and develops a new
product concept or idea. During a product process development sale is zero.
Introduction:It is a period of slow sales growth as the product is being
introduced in the market. Profits are non-existent in this stage because of the heavy expense of product introduction.
Growth:It is a period of rapid market acceptance and increasing profit.
4. Maturity:It is a period of slow down in achieve acceptance by most potential buyers and finally profit level declines.
5. Declines:It is a period when product sales fall and profit decline.
In April 1985 the company proudly introduces the new taste of coke the first change in the secret formula since the product was created in 1886. The launch of coke with the new taste took place in the United States and Canada. While the initial response to the new taste confirmed the company’s marketing research, many consumers told the company they also wanted on option. The company listened and in July 1985 the original formula of coca-cola returned as Coca-Cola classic, in 1886, Coca-Cola became an still remains the top selling soft drink of the united state of America. It is a brand No.1.
“Price is the amount of money customers have to pay to obtain the product ford calculates suggested retail prices that are dealers might change for each Taurus. But ford dealers relay charge the full sticker price. Instead they negotiate the price with each customer offering discount trade in allownness and credit terms to adjust for current competitive situation and to bring the price in the line with the buyer’s perception values. Price is important to stay in the competition every company. If price is very high then products sales will be reduced. If price is less then product sales will be increase. But at a less price company will be not able to get profit. So product price decide according to its competitors based price. Pricing policy is important because it is directly affects the earning of the concern and there fore its successful functioning. Price is the amount of money customers have to pay to obtain the product. Coke launched the 200ml. bottle at Rs. 5/- in early 2003 which is attract the consumer. After doubling process its capacity is six month flat. The cola major had 28 new lines running in six months flat and even suppliers double capacity. Coke spent big money 100 million
in 2003 and 70 million in 2004 to found the growth initiatives. For the first in months in 2003 the company registered more than 40 % growth. The Rs. 5/- coke skv was often retailed at Rs. 6/- and the price point was popular. That is concerned nearly 80 % of the market and 300ml. price was Rs. 10 /-
PRICE OF THE COCA – COLA’S
Coca – Cola Thums Up Sprite Fanta Mazza Canada Dry Soda Kinley Water Crush Shock Limca Diet Coke
200 ml 07 07 07 07 -
300 ml 09 09 09 09 09 09 09 09 09 09 -
500 ml 20 20 20 20 20 15 15 20 -
1.5 Liter 40 40 40 40 30 35 -
2 Liter 48 48 48 48 42 48 -
Pricing policies or strategies have played major, role in the company’s growth and development over the course denotes the value of product or service expressed in money only when a buyer and seller agree on price they can exchange and transact the good and services and lead to transfer of ownership. Price is a economic factor and pricing an economic mechanism have received considerable attention at the hands of economist price includes average total cost and managerial revenue price elasticity of demand and price determination under different competitive situation.
Various Pricing Policies
A company may choose various kinds of pricing for their product. At “Coca-Cola” Company limited the price of the product like soft drink, mineral water, etc. are determined according to various internal and external factors such as:
Cost of Row-Material Fix Cost Variable Cost Cost of Packing Cost of Sales Promotion
Place Distribution Channel
These channels transfer goods from producer to end users that are consumers. It over comes the major factor such as time placed and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform many key functions. To the extant that the manufacturer performs these functions, its cost rises and its price becomes high. At the same time, when some at these functions are shifted to intermediaries the producer is lower, but the intermediaries must change more to cover the cost of their work in dividing the work of channel. Channel of distributors are also called trade channels the problems of selecting the most suitable channel of distribution for a product is complex. Channel is the combination and sequence of agencies through which one more of marketing follows and moves. Distribution channels may be classified as non-integrated and integrated.
At “Coca-Cola” Ltd., the distribution channel is as under:
“Coca-Cola” Company Ltd. Agents Stock Whole Sellers Semi Whole Sellers Retailers Consumers
Control of Outlets
About 80% of all retail stores are independence accounting for two thirds of all retail sales. Other forms of ownership include.
Corporate Chain Voluntary Chain and Retailer Co-operative Franchise organization Merchandising Conglomerate
Company chooses this location because…. Easily get facility of water supply Nearly big cities like Baroda,Ahmedabad To develop rural area like Kheda district and its villages Government of Gujarat favor to established Thus many factors combine together to give coca-cola location advantages and this has resulted its efficiency.
In evaluation of marketing promotion is not last element in Coca – Cola. In promotion we include personnel selling, public relation, advertising etc., Coca – Cola have highest marketing channels. When save the coast and time of the company. So promotion is important in Coca – Cola. With the types of products that Coca – Cola manufactures and markets, needs and therefore markets can be found almost anywhere in the world. Because these products are specially formulated and fulfill specific needs. Consumer develops a loyalty towards these brands and these very consumers promote these brands through world of month the same to their friends, Colleagues and relatives. Added to that is Coca – Cola strong advertising and promotional activities and communication all of which together has ensured that pars enjoy a halting presence and fame all over its most country India. In simple word promotion means make popularity of products. It is one of the part of 4 ‘P’ of marketing. Each and every company always tries to promotion its products in market. That’s why company tried to realize its product future in the mind of its customers company tried to make and image in customer mind.
Due to, all these factors company try to make selling more some time company personally deal with trader. It applies its personal policy for increasing sales. Company deal to trader that if it sells he could get some special discount agter selling decide time limit. So, trader always tries to sell that product first. So, company tries to promote its products to using all these formulas or factors.
Advertisement is important to introduce the product in the market. Advertisement is the channel of information for consumer advertising is long term channel which gives benefit in long time when product advertise is very attractive then it affect the consumer to purchase there product. Advertising makes purchasing easy for consumer. Advertisements prove that the particular brand will be better than other brand of same goods. Today without advertising products sale is very difficult TV Channels, Radios, Posters, News Papers, Bill Broads are the main way of advertising.
In India coke give advertising with help of super stars of films and player like Amir Khan, Aishwarya Rai, Salman Khan, Vivek Obroy , Rajwardhan Rathod etc. who are the best super stars of the bollywood and every person attract by them and they gives different messages in their adds about the products. In the year 2005 Coke select in their add shooter Raj Vardhan who is shooter of India who win many medal in their shooting game and attract all Indians with their game and coke selected him in their add and he attract the cokes consumers also with their thoughts. Obray ,Aishwarya Rai, Virendra Shwag, Amir Khan, Hritik Roshan and Raj Wardhan Rathod came with Coca – Cola add. Today Coca - Cola has become the latest company to use an umbrella advertising coma ping to support its portfolio of brand. After all how many consumers know that Coca – Cola was 67.4 billion in a recent inter brand study owns the fanta minute maid and miler brands in addition to the anonymous brown fizzy drink with its lemon lim and diet varmints. The advertising which uses the banner “ A world refreshment” bring so gebher all of the iconic cocke bottle. This campaign aim to tells consumers that Coca – cola products health drinks such as orange juice and water.
Hritik roshan (actor) -Aish (actress) -Aamir khan (actor) SALES PROMOTION
“Short term incentives to encourage the purchase or sale of a product or service.” Consumer Promotion Tools The main consumer promotion tools include sample, coupons, cash, refunds, price packs, premiums, advertising specialties, patronage rewards, point of purchase displays and demonstrations and contests, sweepstakes and games. Sample “ A small amount of a product offered to consumers for trail. “ Samples are offers of a trial amount of a product. Sampling is the most expensive way to introduce a new product.
Coupon “Certificate that gives buyers a saving when they purchase a specified product.” Cash Refund Offer to refund part of the purchase price of a product to consumers who send a “proof of purchase” to the manufacturer. Price Pack Reduced price that ‘P’ s market by the product directly on the label or package. Premium Good offered either free or at low cost as an incentive to buy a product. Advertising Specialty Useful article imprinted with an advertiser’s name, given as a gift to consumers. Point of Purchase Promotion Display and demonstration that takes place at the pint of purchase or sale. Contests, Sweepstakes & Games Promotional events that give consumers the change to win something, Such as cash, trips or goods etc.
Personal Selling involves business-to-business trade. In selling to business, sales people may not offer brides to purchasing agents or to others who can influence the sale. They may not obtain or use technical or trade secrets of competitors through bribers or industrial espionage. Finally, sales people must not disparage competitor or competing product by suggesting things that are not true.
Public Relations:Building good relations with the company various public by obtaining favorable publicity, building up a good corporate image handling or heading off unfavorable rumors, stories and events. Major public relations tools include press relations, product publicity corporate communications, lobbying and counseling.
Major Public Relations Decisions:a) Setting Public Relations objectives. b) Choosing Public Relations Messages and Vehicles. c) Implementing the public Relations Plan. Evaluating Public Relations Results.
Social responsibility is the part of company oraganisation. Social responsibility of business may be at four level;1. economic responsibility;2. Legal responsibility;3 .moral responsibility;4 .voluntary responsibility;Economic responsibility;The coca-cola company provide help to poor and needy also give good facility, loan and also arrange medical check up camp etc .This is economic responsibility.
legal responsibility;“This is towards the concerned sections like trade unions,
workers etc. The company has to abide by laws in this regard” the coca-cola company spend good salary, bonus ,remuneration, scholarship, other-facilities etc. Company spends remuneration, salary, other facility according to law.
The social responsibility;In social responsibility includes moral responsibility also
like creating zero pollution. Thus the coca-cola company planted a many tree for zero pollution.
Small savings 4)
Voluntary responsibility;The company may volunteer for certain responsibility like tree
planting, started a school in village also they give computers in the school and gram panchayat of the goblej village also provide scholarship to the student of nearer village. In time of natural calamities like earth quake cyclone, ttsunami, heavy rain etc. at the time company help the people by giving food, mineral water, blanket, food packet etc. The coca-cola company provides their ambulance services if there is any accident on national highway no-8. The coca-cola company provides many types of facilities to their workers. They also provide many welfare facilities to their workers like best canteen facility, pure drinking water, health services, women and child welfare etc.
Coke : “Thand Matlab Coca – Cola” Pepsi : “Yeh Dil Mange More”
In 1886 John Pemberton whipped up a refreshing elixir or cocaleaf and coal nut extracts in back of his Atlant home. By accident, his syrup was mixed with carbonated not plan, water. Coca – Cola is born six year later, another druggist, Caleb Brad ham of new Bern north Carolina, trade market the name of a new cola concoction. Pepsi efforts on dyspepsia, or upset stomach. The battle between coals brings. Although slowly at first. That same year 1902, the first magazine advertisement for Coca – Cola appeared in Munsey’s and it became obvious that the company would need professional help in creating advertisements. In 1904, as a Candler, president of the Coca-Cola company appointed the massengale agency trend to create an image for Coca – Cola by having the art in its ads shoe people drinking the cola and by attempting to carve out a sociological niche for its characters : middle to upper class white Americans enjoying them selves on outings. Some how there were always refreshment stands in the back of these scenes. At this pint in time massengale advertised in
newspapers and magazines but concentrated most efforts on streetcars and billboards. Massengale slogans were generally too long and Coca – Cola company trend to curb this by hiring the W.C.D. Arcy agency to handle part of the Coca – Cola account. Both ad add agencies shared the responsibility and covered their ads with testimonials. Eventually, the massengale agency was bottled and in 1908 D Arcy and fellow salesman Sam Dobbs dreamex up the idea for the world’s largest outdoor sign at the time. Mean while, Pepsi was tagging along. Its creator Caleb brad ham was busy proclaiming Pepsi I cola to be “Exhilarating”, “Invigorating” and “Aids Digestion”. “Don’t forget to purchase Pepsi at the soda fount ion.” In 1909, Pepsi too had its own testimonial. The Coca – Cola company and ‘D’ Arey responded to Pepsi and a slew of other would be challengers. Some amusingly called Coca – Cola and Ko Ke Old/ By inserting phrases such as “Demand the genuine” and “Accept no substitutes” in their advertisements. Coca – cola’s competitors repeatedly fail in sales.
Coca-Cola is already the leading soft drinks producer in the world. It has also become the leader in producing and marketing soft drinks in India. Since it re entry in the Indian market in October 1993. Recently Coca-Cola India partnered with the government of Delhi under its partnership scheme and the minister of environment forest and wildlife mr deep hand bandhu launched program. The neeti bagh welfare assoc. Delhi government, Supreme Court, undertook the project jointly. Rar Cooperative society, neeti forum and Coca-Cola India. A group of three hundred youngsters from the N.C.C. eco club. Schools and colleges joined neeti bagh residents and officials and volunteers in the clean up operation and planted saplings to increase greenery all over.
Swot Analysis Strengths:1.Best Quality:“Coca-Cola” means quality. When you reach for one of our beverages, whether it is a soda, juice, water or a soft drink, you know that you are getting a product made from purest water and finest ingredients. 2.Availablity:Whether it is big Taj Hotel or a small pan corner, whether it is an urban area or a small-unknown village “Coca-Cola” or its brands. As Coca-Cola are spread all over the world. If you would not get one brand of Coca-Cola you may get another, but the trademark would be the same coke or thumps up it doesn’t make any different. 3.No.1 Brand in the world of soft drink:“Coca-Cola” is number 1 brand in whole world. We produce nearly 300 brands in almost 200 countries. “CocaCola” is proved to be no.1 in all over the world, as it is a best quality product. 4.Acceptability:Our one of the most big strength is that our product is accepted every where in the world, with the taste that every type of people that is of every region and religion can be accept.
5.Affordability of our product:Our Product is such as affordable product that each and every class of people can afford to purchase the product is almost the reasonable rates and one can get the nice drink with the little amount. Weakness:1.Other Substitute:When in a small village if can “Coca-Cola” is not available, consumer may demand for its substitute like Pepsi or any low rate drink. This is the major weakness of our product. 2.Government Interference:Government had made such a pools that we cannot raise or decrease the price level of any beverage. Our substitute and we are found to sell our product in a fixed rate. And other government interference is also there. 3.Low Bottling Capacities Procured:Experts says India bottling plants typically processed no more than 200 bottles per minute while the world wide norm for “Coca-Cola” was between 1200 to 1600 bottles per minute.
The future plan of coca-cola company is a produce a food items, health drink, tea, coffee etc. The other future plan is the profit of company is making more profit from another year.
The product of company is increases in future.
My over all impression about this unit is and expressible. The experience of industrial visit as a report of S.Y.B.B.A. program is the unforgettable experience for me. The visit of Coca-cola beverage ltd. has become a very nice experience for all the students. The arrangement showed positive attitude toward us. “Coca-Cola” beverage Ltd. is the soft drink co. in present world. The credit of “Coca-Cola” in Indian market is very well. I am sure and confident that successors are equally capable and innovative. Before I conclude it will be considered as ill mannered if I do not thank to the staff for their kind of company. My best wishes for future success of the company are and important part of my life. I am sure that it will run on the path of success.
Books:1. Philip Kotler and Gary Armstrong, “Principle of Marketing” (Twelfth Edition) 2. Shah thakore and Balyan, “Human resource management and Industrial Relation.”
The Times of India Divya Bhaskar Gujarat Samachar Sandesh
Website: www.cocacola.com www.cocacolaindia.com www.google.com
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.