0 EXECUTIVE SUMMARY The Non alcoholic soft drinks beverages are mainly classified in to Fruit and Soft drinks.Soft drinks are further categorized in to two components such as Carbonated and Non carbonated drinks.Carbonated drinks are Coca cola and Pepsi.Fruit drinks are drinks purely made by fruits such as Frooty and Appy.etc. The soft drinks markets will early 1990 was in India in hands of drastic players such as MNC such as Coca cola and Pepsi .The products of Coca cola like Thumps ,Fanta,Maaza,Limca and Pepsi Products such as the Mountain Up,Sprite

dew,Mirinda,,Dukes etc. Soft drinks are available in glass bottles, aluminum cans and PET bottles for home consumption. Fountains also dispense them in disposable containers Nonalcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks while mango drinks come under non carbonated category. The market can also be segmented on the basis of types of products into cola products and non-cola products. Cola products account for nearly 61-62% of the total soft drinks market. The brands that fall in this category are Pepsi, Coca- Cola, Thumps Up, diet coke, Diet Pepsi etc. Non-cola segment which constitutes 36% can be divided into 4 categories based on the types of flavors available, namely: Orange, Cloudy Lime, Clear lime and Mango. The government has adopted liberalized policies for the soft drink trade to give the industry a boast and promote the Indian brands internationally. Although the import and manufacture of international brands like Pepsi and Coke is enhanced in India the local brands are being stabilized by advertisements, good quality and low cost.


The market preference is highly regional based. While cola drinks have main markets in metro cities and northern states of UP, Punjab, Haryana etc. Orange flavored drinks are popular in southern states. Sodas too are sold largely in southern states besides sale through bars. Western markets have preference towards mango flavored drinks. Diet coke presently constitutes just 0.7% of the total carbonated beverage market. Title of the project Effectiveness of advertisement and oserve effect of sales after the activation of the particular clusters. Objective of study: Design a template for Hindustan Coca Cola Beverages Ltd. For Cluster activation to leverage the merchandising options available at the identified category of outlet. Methodology: Outlets survey methods used in the study purposes. This is nothing but the visiting the retail outlet and interviewing the retail outlet customers.Asking the market problems of retail outlet customers and collecting present marketing datas such as how many activation elements are present in the particular outlet.etc if no activation elements in particular outlet providing the activation elements such as the advertising banners,signage boards,counter top,to them.after the activation of the particular outlet check the sales of the outlets.these methods used in the study. Location : Sant tukaram nagar and Hinjawadi area. Sample size : morethan 50 regular coca cola outlets sampled. Some other pepsi monopoly outlets also visited. Sample techniques Statistical tools used Instruments used :Convenient sample. :Tables, Pie diagram, Bar diagram :Self administrated Questionnaire.


1.2 INDUSTRY PROFILE Indian History India is home to one of the most ancient cultures in the world dating back over 5000 years .At the beginning of the twenty-first century, twenty-six different languages were spoken across India, 30% of the population knew English, and greater than 40% were illiterate. At this time, the nation was in the midst of great transition and the dichotomy between the old India and the new was stark. Remnants of the caste system existed alongside the world’s top engineering schools and growing metropolises as the historically agricultural economy shifted into the services sector. In the process, India had created the world’s largest middleclass, second only to China. A British colony since 1769 when the East India Company gained control of all European trade in the nation, India gained its independence in 1947 under Mahatma Gandhi and his principles of non-violence and self-reliance. In the decades that followed, self-reliance was taken to the extreme as many Indians believed that economic independence was necessary to be truly independent. As a result, the economy was increasingly regulated and many sectors were restricted to the public sector. This movement reached its peak in 1977 when the Janta party government came to power and Coca-Cola was thrown out of the country. In 1991, the first generation of economic reforms was introduced and liberalization began. Coke in India Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies. In India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Coke’s acquisition of local popular Indian brands including Thums Up the most trusted brand in India, Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets VISVESVARAYA TECHNOLOGICAL UNIVERSITY, P.G.CENTER , BELGAUM 3

Marketing and was instrumental to the company’s success in developing a brand relevant to the Indian consumer and in tapping India’s vast rural market potential. Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs.000 Indians through its procurement.000 retail outlets serviced by a fleet that includes 10-ton trucks. From 1993 to 2003.23 Encouraged by its 2002 performance. plus the Schweppes product range. BELGAUM 4 . Sprite and Fanta. Coca-Cola India had won the prestigious Woodruff Cup from among 22 divisions of the Company based on three broad parameters of volume. and trademarked tricycles and pushcarts that were used to navigate the narrow alley ways of the cities. and ready-to-serve tea and coffe . In 2000.Gupta and VISVESVARAYA TECHNOLOGICAL UNIVERSITY. Following his marketing responsibilities. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time. Sanjiv Gupta.000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchiseeowned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company.24 Coca-Cola India produced its beverages with 7. Shock energy drink and the powdered concentrate Sunfill hit the market. Coca-Cola invested more than US$1 billion in India.25 In addition to its own employees. Coke indirectly created employment for another 125. President and CEO of Coca-Cola India. P. Gupta served as Head of Operations for Company-owned bottling operations and then as Deputy President. Seen as the driving force behind recent successful forays into packaged drinking water.G.22 by 2003. including Coca-Cola. making it one ofthe country’s top international investors.Leading Indian brands joined the Company's international family of brands. diet Coke. and distribution networks. profitability. This combination of local and global brands enabled Coca-Cola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets . the company launched the Kinley water brand and in 2001. joined Coke in 1997 as Vice President. and quality. powdered drinks. The complexity of the consumer soft drink market demanded a distribution process to support 700.but also strong consumer preference. 750 crore) between September 2002 and March 2003. open-bay three wheelers.CENTER . supply. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process.

as a JV of PepsiCo. green coconut water.G. Soft drink sales in India grew 76% between 1998 and 2002. 73 in Thailand. annual per capita consumption was only 6 bottles versus 17 in Pakistan. from 5. tea. Coke and Pepsi dominated the market and together had a consolidated market share above 95%. Pepsi tried to gain entry into India and finally succeeded with the Pepsi Foods Limited Project in 1988. P. in the Philippines and 800 in the United States29. by 2003 91% of sales weremade to the lower. and Voltas India Limited. Coke launched a smaller bottle priced at almost 50% of the traditional package. and lassi.CENTER . competitive pricing was essential. the rural market represented a significant opportunity for penetration and a critical battleground for market dominance. creatively entering the market in the 1980’s in advance of liberalization by way of a joint venture. Pepsi was marketed and sold as Lehar Pepsi until 1991 when the use of foreign brands was allowed under the new economic policy and Pepsi ultimately bought out its partners. Punjab government-owned Punjab Agro Industrial Corporation (PAIC).his marketing prowess were critical to the continued growth of the considered products only for the affluent. growing middle class. In spite of this growth.670 million bottles to over 10. In response. Marketing Cola in India The post-liberalization period in India saw the comeback of cola but Pepsi had already beaten Coca-Cola to the punch. BELGAUM 5 . Coca-Cola recognized that to compete with traditional refreshments including lemon water.While the joint venture was only marginally successful in VISVESVARAYA TECHNOLOGICAL UNIVERSITY. As early as 1985. middle and upper The Indian Beverage Market India’s one billion people. While soft drinks were once middle classes.With its large population and low consumption. villages. and small towns where annual per capita consumption was less than four bottles.000 million and were expected to grow at least 10% per year through 2012. and low per capita consumption of soft drinks made it a highly contested prize in the global CSD market in the early twenty-first century. Ten percent of the country’s population lived in urban areas or large cities and drank ten bottles of soda per year while the vast remainder lived in rural areas. In 2001.becoming a fully-owned subsidiary and ending the JV relationship in 1994. fruit juices.

Pepsi’s appeal focused on youth and when Coke entered India in 1993 and approached the market selling an American way of life. In rural markets. 2001 Marketing Strategy Coca-Cola CEO Douglas Daft set the direction for the next generation of success for his global brand with a “Think local. and the degree to which brands in the category projected different perceptions to consumers were among the many important differences between how urban and rural consumers approached the market for refreshment. the task was to narrow the brand positioning focusing on differentiation through offering unique and compelling value. BELGAUM 6 .CENTER . unique marketing strategies were required in urban versus rural India. VISVESVARAYA TECHNOLOGICAL UNIVERSITY. The soft drink category’s role in people’s lives. after almost a decade of lagging rival Pepsi in the region. acknowledging that urban versus rural India were two distinct markets on a variety of important dimensions. act local” mantra. locally relevant executions became an increasingly important element of supporting Coke’s global brand strategy. gave Coke direction on the tradeoff between focus and breadth a brand needed in a given market and made clear that to succeed in either segment. Coke India re-examined its approach in an attempt to gain leadership in the Indian market and capitalize on significant growth potential. where both the soft drink category and individual brands were undeveloped. P. In 2001. Recognizing that a single global strategy or single global campaign wouldn’t work. The foundation of the new strategy grounded brand positioning and marketing communications in consumer insights. the task was to broaden the brand positioning while in urban markets. the degree of differentiation between consumer segments and their reasons for entering the category. it allowed Pepsi to gain precious early experience with the Indian market and also served as an introduction of the Pepsi brand to the Indian consumer such that it was well-poised to reap the benefits when liberalization came. informed by consumer insights. particularly in rural markets.its own right. Pepsi’s head-start gave Coke a disadvantage in the mind of the consumer. This lens. Though Coke benefited from Pepsi creating demand and developing the market.G. it failed to resonate as expected. with higher category and brand development.

In an effort to make the price point of Coke within reach of this high-potential market.” meaning cool/cold is also generic for cold beverages and gave “Thanda Matlab Coca-Cola” delicious multiple meanings.to Rs. Literally translated VISVESVARAYA TECHNOLOGICAL UNIVERSITY.Brand Localization Strategy: The Two Indias India A: “Life ho to aisi” “India A. increasing market penetration from 13 to 25%. Coke invested in distribution infrastructure to effectively serve a disbursed population and doubled the number of retail outlets in rural areas from 80. India B: “Thanda Matlab Coca-Cola” Coca-Cola India believed that the first brand to offer communication targeted to the smaller towns would own the rural market and went after that objective with a comprehensive strategy. 5. comprising the other 96% of the nation’s population. smaller than the traditional 300ml bottle found in urban markets. Coke was perceived as a luxury that few could afford. CocaCola launched the Accessibility Campaign. 100. introducing a new 200ml bottle.” the designation Coca-Cola gave to the market segment including metropolitan areas and large towns. “Thanda. This segment’s primary need was out-of-home thirst-quenching and the soft drink category was undifferentiated in the minds of rural consumers. making soft drinks truly accessible for the first time.Coke’s advertising and promotion strategy pulled the marketing plan together using local language and idiomatic expressions. This segment sought social bonding as a need and responded to aspirational messages. and concurrently cutting the price in half. “Life ho to aisi. “India B” included small towns and rural areas. 10 and an average day’s wages around Rs. celebrating the benefits of their increasing social and economic freedoms. with an average Coke costing Rs. P.G.” (life as it should be) was the successful and relevant tagline found in Coca-Cola’s advertising to this audience. represented 4% of the country’s population. At the same time. Additionally. This pricing strategy closed the gap between Coke and basic refreshments like lemonade and tea.000 in 2001 to 160.000 in 2003.CENTER . BELGAUM 7 .

the rural market was an attractive target and it delivered results. focused on higher education as a vehicle to build strong communities and enhance individual opportunity. where the VISVESVARAYA TECHNOLOGICAL UNIVERSITY. or lemonade. Coke experienced 37% growth in 2003 in this segment versus the 24% growth seen in urban areas. by addressing water. The Company employed 7000 citizens and believed that for every direct job. stated: “The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business. BELGAUM 8 . called the Coca-Cola Promise. 30% of 2002 volume. and was expected to account for 50% of the company’s sales in 2003. The company’s mission statement. per capita consumption doubled between 2001-2003. Coca-Cola won Advertiser of the Year and Campaign of the Year in 2003 Rural Success Comprising 74% of the country's population. Coca-Cola’s footprint in India was significant as well.G. Like its parent. Coke India’s Corporate Social Responsibility (CSR) initiatives were both community and environment-focused. This market accounted for 80% of India’s new Coke drinkers. The Coca-Cola Foundation. climate change and waste management initiatives.” the phrase directly addressed both the primary need of this segment for cold refreshment while at the same time positioning Coke as a “Thanda” or generic cold beverage just like tea. 30-40 more were created in the supply chain. and other NGOs. Driven by the launch of the new Rs. and 58% of its disposable income.36 Corporate Social Responsibility As one of the largest and most global companies in the world. and the environment. As a result of the Thanda campaign.” The Company has made efforts towards good citizenship in the areas of community. Priorities included education. Their activities also included The Coca-Cola Africa Foundation created to combat the spread of HIV/AIDS through partnership with governments. UNAIDS.to “Coke means refreshment.CENTER . lassi. where primary education projects had been set up to benefit children in slums and villages. P. water conservation. 5 product. by improving the quality of life in the communities in which they operate. 41% of its middle class. Coca-Cola took seriously its ability and responsibility to positively affect the communities in which it operated.

That is the essence of our promise . the environment and the community. where Coke India partnered with NGOs and governments to provide medical access to poor people through regular health camps.The Coca-Cola Company exists to benefit and refresh everyone it touches. P. we strive to be trusted partners and good citizens. the integrity of our brands and the dedication of our people build trust and strengthen relationships. BELGAUM 9 . the company committed itself to environmental responsibility through its own business operations in India including • Environmental due diligence before acquiring land or starting projects • Environmental impact assessment before commencing operations • Ground water and environmental surveys before selecting sites • Compliance with all regulatory environmental requirements • Ban on purchasing CFC-containing refrigeration equipment • Waste water treatment facilities with trained personnel at all company-owned bottling operations • Energy conservation programs • 50% water savings in last seven years of operations Coca-Cola Principles of Corporate Citizenship Our reputation is built on trust. Through good citizenship we will nurture our relationships and continue to build that trust.Company supported community-based rainwater harvesting projects to restore water levels and promote conservation education. Wherever Coca-Cola does business. These core values are essential to our long-term business success and will be reflected in all of our relationships and actions . We will serve the people who enjoy our brands through VISVESVARAYA TECHNOLOGICAL UNIVERSITY. We are committed to managing our business around the world with a consistent set of values that represent the highest standards of integrity and excellence.CENTER .G. We share these values with our bottlers. Marketplace We will adhere to the highest ethical standards. In addition to outreach efforts. making our system stronger. the workplace. knowing that the quality of our products. and health.in the marketplace.

We will seek to improve the quality of life through locally-relevant initiatives wherever we do business. Environment We will conduct our business in ways that protect and preserve the environment. mind. We will integrate principles of environmental stewardship and sustainable development into our business decisions and processes. in body.innovation.. To Create Value and Make a Difference. and respect for the unique customs and cultures in the communities where we do business. superb customer service. Workplace We will treat each other with dignity. expertise and resources to help develop sustainable communities in partnership with local leaders. Vision & Values Mission Everything we do is inspired by our enduring mission: • • • To Refresh the World.. and where responsibility and accountability are encouraged and rewarded. We believe that what is best for our employees. P. VISVESVARAYA TECHNOLOGICAL UNIVERSITY. through our brands and our actions. BELGAUM 10 . Mission..G. To Inspire Moments of Optimism. fairness and respect. The Coca-Cola workplace will be a place where everyone's ideas and contributions are valued.. for the community and for the environment is also best for our business. Community We will contribute our time.. We will foster an inclusive environment that encourages all employees to develop and perform to their fullest potential. consistent with a commitment to human rights in our workplace.CENTER . everywhere we engage.. and spirit. Responsible corporate citizenship is at the heart of The Coca-Cola Promise.

Our bottling partners are local companies so they are rooted in their communities. of course. producers of the world's most popular beverages. Before any of our 2. • • • • • • Leadership: "The courage to shape a better future" Passion: "Committed in heart and mind" Integrity: "Be real" Accountability: "If it is to be. Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples’ desires and needs. Since we reach 6 billion consumers in over 200 countries.400 beverage products is consumed by anybody around the world. it has to be produced. it’s up to me" Collaboration: "Leverage collective genius" Innovation: "Seek. our bottling system has to be the best. Values we are guided by shared values that we will live by as a company and as individuals. and. thinking and acting locally. Our business opportunities are enormous and our commitment to our consumers and communities is great. They are employers.CENTER . • • • • People: Being a great place to work where people are inspired to be the best they can be. at the heart of this approach is our bottling system.Vision To achieve sustainable growth. good neighbors. VISVESVARAYA TECHNOLOGICAL UNIVERSITY. BELGAUM 11 . Planet: Being a responsible global citizen that makes a difference. imagine. • Profit: Maximizing return to shareowners while being mindful of our overall responsibilities. we have established a vision with clear goals. purchasers of local goods and services. delight" Quality: "What we do.G. create. we do well" About Bottling. packaged and distributed. Partners: Nurturing a winning network of partners and building mutual loyalty. P.

P. retain. where the main road is often the river itself. refresh. with responsibility to enable our people to tap into their full potential. its brand and its people. VISVESVARAYA TECHNOLOGICAL UNIVERSITY. collaboration. The Coca-Cola Company is a vibrant network of people. in over 200 countries. By building an inclusive workplace environment. for instance. body. Through this strategy we can achieve our goal of being the destination of great global talent. In Indonesia.CENTER . The Coca-Cola Company seeks to leverage its worldwide team which is rich in diverse people. strengthen and protect. a culture committed to recruiting and retaining employees of diverse backgrounds . These two assets give us the opportunity to keep our central promise: to refresh the world in mind. Across much of Africa. BELGAUM 12 . as well as creating value and making a difference. enrich the workplace. and spirit. we strive every day to refresh the marketplace. bottlers deliver to thousands of family-run kiosks and home-based stores on which local economies depend. and educate at all levels so that we master the skills to achieve sustainable growth. Through our actions as local citizens. and accountability. Each day we work to bring these values to life through our diversity workplace strategy. provide support systems for groups of diverse background. Coca-Cola is sometimes transported by four-legged power. and sometimes it's done quite creatively.It's a big job. water-borne distribution is also common. and develop diverse talent. talent and ideas. working at their innovative best and representing the diversity of the world we serve. boats transport Coca-Cola® and our other brands between the many hundreds of islands that make up that nation. integrity. Beliefs There is much in our world to celebrate. innovation. At Work The Coca-Cola Company is built around two core assets. This strategy includes programs to attract. quality.We are a local employer. passion. In the Amazon. putting citizenship into action.G. and inspire moments of optimism. At The Coca-Cola Company. we strive for an inclusive culture that is defined by our seven core values: leadership. In some of the higher elevations of the Andes. protect the environment and strengthen our communities.

Communication . P. Our Strategic Framework . and engage and inspire our workforce around diversity .Build employee awareness. Culture . We invite you to review the diversity workplace section of our website to learn more about our workplace programs and practices. and establish TCCC as a destination for great global talent. understanding and support for the business case for diversity.CENTER . inclusive and fair workplace.G. Consumption .. we have established a strategic framework with four powerful drivers: Commitment .Demonstrate the importance of diversity as a marketplace and workplace imperative.Drive a diverse.The Four Cs To advance our vision to be the most respected company in the world.Drive diverse consumers to higher consumption rates against our core brands. VISVESVARAYA TECHNOLOGICAL UNIVERSITY. BELGAUM 13 .

The use of drugs such as cocaine and heroin for both medical.G. reduce tiredness and depression. and he replaced it with sugar. due to a new prohibition law.1. If not for him. They only became illegal drugs in fairly recent times. as the range of sales would have been limited.3 COMPNY PROFILE. Pemberton's French Wine Coca. started to supply the new recipe in their soda fountain on 8 May. to find a new product to replace his nerve tonic. and increase the capacity to work. Basically.The History The soft drink idea started in Atlanta in 1886.CENTER . As more was learned about cocaine. BELGAUM 14 . he simultaneously created a new bottling industry and advanced the concept of user-based placement for products. That particular pharmacist realised that there were a lot of very thirsty miners nearby who could not pop into town every time they wanted to quench their thirsts. At the turn of the 20th Century. in combination they would induce a feeling of well-being. By bottling the drink. Coca-Cola was marketed as a beverage to aid digestion. Jacob's Pharmacy. 1886. stimulant and headache remedy. when Dr John Stith Pemberton was forced. and hauling it to the customers. Just prior to his death in 1888. by buying out the minor shareholders. due to political and economic pressure. Pemberton sold the rights to Coca-Cola to Asa Candler. the Coca-Cola VISVESVARAYA TECHNOLOGICAL UNIVERSITY. The local pharmacy. commercial and recreational use was much more prevalent in the 19th Century than might be expected. Both these substances are stimulants and have definite actions on the central nervous system. and kola (Cola acuminata) nut extract. It cost Candler $2300 and took him three years to gain sole ownership of Coca-Cola. The new formula still contained cocaine derived from Erythroxylon coca. it would not have come close to hitting the same early level of popularity. The new name 'Coca-Cola' was suggested by Pemberton's bookkeeper Frank Robinson. P. He had to remove the wine from the formula. Coca-Cola . largely from the US.

it was only trace amounts. the company were afraid that if they dropped the cocaine entirely. have been found in it. and more than 70% of the company's income comes from outside the US.CENTER . but dangerous levels of toxic metals such as lead and cadmium. South West India. In 1955. This is due to the soil. The Coca-Cola Corporation The Coca-Cola Corporation is perhaps the biggest soft drink company in the world. Cocacolonisation has become a byword to describe its spread into third world countries. In 1919 the Coca-Cola Company was sold to an Atlantan banker named Ernest Woodruff for $25m. GA. P. The company then pioneered the six-bottle carton. Nowadays Coca-Cola is sold worldwide.with levels of lead in a nearby well at levels well above those set by the World VISVESVARAYA TECHNOLOGICAL UNIVERSITY.G. it would affect their trademark and so for the bulk of the time that Coca-Cola had any cocaine in it.Company gradually reduced the amount of it in their product. water and air of the entire area around the factory becoming contaminated since the corporate arrival in 1998. not enough to have any active effect. and there is a homage to all things coke-related at the Coca-Cola Museum in Atlanta. What water remains has been contaminated: What is particularly disturbing is that the contamination has spread to the water supply . Coca-Cola was canned and shipped to Japan and other Pacific regions for consumption by the US military. In 1916 the famous curvy bottle was introduced. BELGAUM 15 . The company promoted a waste product locally as a fertiliser. It has a factory and a bottling plant in Plachimada. By 1902 the cocaine content was as little as 1/400 of a grain of cocaine per ounce of syrup (Coca-Cola became completely cocaine-free in 1929). and the shape of it is patented. Kerala. The original bottles are much in demand as collector's items. Presenter John Waite of the BBC Radio 4 programme Face The Facts investigated complaints from local inhabitants that their village water supply was running dry due to the chronic overuse (up to one million gallons of water a day) by the Coca-Cola Corporation. which is under investigation. The regular version outsells the 'diet' varieties by two-toone. For a while.

polluting the land. consultant at St Mary's Hospital. Cadmium is a carcinogen and it accumulates in the kidneys. Mr Sunil Gupta. The results of the analysis of the 'fertiliser' product were given to Britain's leading poisons expert. Other ingredients VISVESVARAYA TECHNOLOGICAL UNIVERSITY. On their website. stillbirths and premature deliveries. . University of Exeter senior scientist. P. local water supplies and the food chain. the Vice President of Coca-Cola in India. Local farmers and villagers have been arrested for protesting at the Coca-Cola factory gates.G. There is a need to review medical data for that entire area in light of what has happened. You would expect to see an increase in miscarriages. Lead is particularly dangerous to children and the results of exposure can be fatal.Health Organisation. Coca-Cola now sends water trucks to supply the basic water needs in the villages which contain an estimated 2. London. it's good for the farmers because most of them are poor and they have been using this for the past three years. . Professor John Henry: The levels of toxins found in the samples of waste taken by the BBC would cause serious problems . We have scientific evidence to prove it is absolutely safe and we have never had any complaints.What It Contains Coca-Cola contains phosphoric acid which can react with calcium in teeth.David Santillo. In response to the claims. Even at low levels it can cause mental retardation and severe anaemia.CENTER .000 families.micro-organisms in the mouth use sugar as a food (energy) source. Repeated exposure can lead to kidney failure. BELGAUM 16 . Coca-Cola . producing acids which can also attack your teeth. In November 2003 a local Judge threatened to completely shut down the factory pending further enquiries. was interviewed for the programme and he stated: It's good for crops. Coca-Cola show how seriously they take water management in India. What most worries me about the levels found is how this might be affecting pregnant women in the area. Then there's a surprising amount of sugar .Professor John Henry. The case is still ongoing.

rises in cases of Hypertension2 (high blood pressure).G. P. It is somewhat ironic that Coca-Cola eventually made a product named Cherry-Cola.include caffeine (34. Health Warning The general opinion of health officials and dentists is that you should not drink CocaCola on a regular basis.5mg per 330ml/11. and all of their 'diet' counterparts. Dr Pepper. Nowadays there is also a caffeine-free version of coke. Cola Drinks in School There is controversy over a $1 million (over £½million) grant that the corporation gave to the American Academy of Paediatric Dentistry (the AAPD). Some dentists believe there has been a rise in juvenile intake of soft drinks and that this is contributing to the rapid increase in obesity and type 2 diabetes. It can also.CENTER . Cherry Cola. 20 oz (600ml). caries and the total loss of teeth generally. Alternate Varieties There are several variations of the Coca-Cola drink. Appletiser. 7-Up1 and the several Fanta flavours. such as Diet Cola. 12 oz (360ml). BELGAUM 17 . preservatives and certain E-number additives. Vanilla Cola. The American Academy of Paediatrics recommends that 'Paediatricians work to eliminate sweetened drinks available in school'. Lilt. and in the case of adolescents. Coca-Cola with Lemon. The latest version is 'Coca-Cola Blak' which is coffee-flavoured. one litre and two litre bottles.5 fl oz (UK) can . and Sprite. but after protests (or possibly legal advice) they changed the reference to cherry-cola. In Los Angeles. The Coca-Cola Corporation suggests that its logo belongs on materials given to schoolchildren. as well as cavities. caramel colour and carbonated water. and can be unhealthy because of sheer sugar content.a 225ml/8 fl oz cup of coffee contains approximately 135mg of caffeine). 'Lola' by The Kinks is said to have originally mentioned Coca-Cola. if consumed in a large quantity on a single VISVESVARAYA TECHNOLOGICAL UNIVERSITY. as it has a detrimental effect on teeth. as well as all of their 'diet' alternatives. Coca-Cola with Lime. USA. America's leading paediatric dental association. you can get classic Coke in 8 oz (240ml).

This VISVESVARAYA TECHNOLOGICAL UNIVERSITY. Approximately one in ten thousand Northern Europeans are genetically unable to metabolise phenylalanine. People with stomach ulcers (which are caused by excess stomach acid) shouldn't partake of drinks like Coca-Cola as it contains phosphoric acid. and she died of heart failure at the age of 37 years. BELGAUM 18 . and it lubricates the muscles and organs in the body. Whole groups of people can be affected too – as with the people of San Juan Chamula in Chiapas. Also. increases the body's metabolism rate. which therefore accumulates in the blood. Christina Onassis reportedly lived on an unhealthy diet of fast food and cola. therefore you need to drink more water. toddlers and small children. Caffeine is a diuretic. so you would be doing your children a favour by offering them water to drink instead of cola. Drinks such as Coca-Cola can rot delicate milk teeth and are unhealthy due to the additives. It washes away any unused and therefore dangerous minerals and vitamins.CENTER . Mexico. The problem with aspartame is that it contains the amino acid. P. care should be taken when giving sugary drinks to babies. phenylalanine. cause temporary hyperactivity. People suffering from type 2 diabetes should cut down their caffeine intake in order not to exacerbate their symptoms. Water helps to regulate body temperature. because the caffeine in the Coca-Cola acts as a stimulant. which actually increases your need for liquid.G. As with all caffeine drinks. Here the 'agua negra' as Coca-Cola is called has become the coin of the realm and is used for everything from a gift with which to ply town elders for favours to a preferred formula with which to nurse babies3.occasion. This is a dipeptide (aspartylphenylalanine methyl ester) which is one hundred to two hundred times sweeter than sucrose. there is a risk of addiction. Aspartame The 'diet' alternatives don't contain sugar: instead to maintain the sweet taste an artificial sweetener called aspartame is substituted. There is some disagreement among nutritionists as to whether caffeinated drinks like cola should count toward your goal of drinking eight (six for children) glasses of water per day.

Flat cola poured down the toilet will not remove limescale.CENTER . Elton's 1996 double CD 'Coca-Cola Planet Live' is extremely rare and valuable. BELGAUM 19 . Stain Remover and Hair Colour Restorer Coca-Cola has achieved almost-legend status as a stain remover. Medical Uses and Extermination Cola attracts wasps so take care if drinking out of cans while picnicking. Elton John In 1993 Elton John was presented with the Georgia Community Award. Urban Myths and Folklore The Coca-Cola Company didn't invent Father Christmas. is acidic.condition is called phenylketonuria. unless the diagnosis is made very early in life. This is because CocaCola. but it does polish up copper coins a treat. and they receive a diet which is low in proteins containing phenylalanine. neither is Coca-Cola a contraceptive. nor will a tooth dissolve if left in a glass of Coca-Cola overnight (instead it will turn black). for his work in the fight against AIDS. How do you VISVESVARAYA TECHNOLOGICAL UNIVERSITY. Coca-Cola can be used on a wasp-sting in an emergency. they won't send you a crate of coke for forwarding an email4. but not on a bee sting. but you have to use flat regular coke to separate curls. The Mythbusters TV programme heard a report that American highway clean-up crews carry bottles of Coca-Cola to wash away blood from the road. containing phosphoric acid.G. Cola also removes oil stains from concrete drives and garage bases. This means that people suffering from phenylketonuria need to avoid food and drinks that contain aspartame. Apparently diet coke helps fade hair dye. Bee stings on the other hand are acidic and Coca-Cola would have no effect. Affected children become severely mentally defective. which was sponsored by Coca-Cola. P. and proved it worked. Hopefully no more bad hair days then. while wasp stings are alkaline.

Because they can't expel the gas from their digestive systems.G. BELGAUM 20 . Rats can't belch. • • • • In Japan there is a market for cola-flavoured chocolate cigarettes called 'Little Bobdog Coca-Cola Cigarettes' complete with Disney-style characters on the boxes. P. Some people use regular cola (apparently it must be fresh with bubbles. Under appropriate supervision. 'Use Vinegar5 for Wasps' (U. Eyeglasses with very thick lenses in the frame are called 'coke bottle glasses' or 'jam jar bottoms' depending on where in the world you are.W . Flat cola has been known to relieve children's upset tummies (dyspepsia) and aid re-hydration for diarrhoea sufferers. VISVESVARAYA TECHNOLOGICAL UNIVERSITY. colourings.CENTER .called the 'bottleneck slide'. Blues players have been known to use necks from coke bottles to play slide guitar .hence the joke that caffeine-free sugar-free cola really is just brown water. here's another astronaut sampling Pepsi during the same Challenger space shuttle mission in 1985. Necks from beer or wine bottles are more commonly utilised today. and some whiskies. vodka. an empty cola can can be turned into a wasp-trap. It tastes particularly nice in rum.V.three letters in alphabetical order). and they are attracted to the sweet smell and taste. Cola Wars in Space Not quite the real thing. Coca-Cola Trivia • Nowadays most colas consist of artificial flavourings. but effective. Messy. sugar. caffeine and H20 . although in reality it's brown water with flavourings. • Coca-Cola is one of the most popular mixers for spirits. Coca-Cola is a fantastic medical 'tool' for flushing feed lines (such as nasogastric.remember how to treat your sting? Use the mnemonic. not flat) to save extermination bills. Peter Sellers persuades Keenan Wynn to shoot open a Coca-Cola dispenser in a scene from the Stanley Kubrick film Dr Strangelove. when they are troubled with rats. PEG or PEJ) as the fizzyness helps to unclog them. In the interests of balance. This also works for jellyfish stings although immediate medical attention should be sought in case of poisoning. they explode.

Coca-Cola with a scoop of vanilla ice-cream makes a nice ice cream float. which Coca-Cola are sponsoring. Collectible Cans The Disney Corporation commemorated their 65th anniversary by advertising with Coca-Cola. which might become collectible especially if Germany win the 2006 World Cup7. BELGAUM 21 . offering a connection to the VISVESVARAYA TECHNOLOGICAL UNIVERSITY. There is a recipe for Chocolate Cola Cake at BBC Food. in particular Pepsi. • • Rivals There are rival cola firms. The characters the Mad Hatter. with the lines Rock and roll cola wars/I can't take it anymore.CENTER . The current promotion in Germany is for the big-sized (taller than usual) cans with a member of the German football team on them. Coca-Cola responded by changing the formula of the drink. fans of that celebrity display a heightened level of interest in the product being offered. BBC Music: Whitney Houston. Tweedle-Dee and Tweedle-Dum and the March Hare appeared on regular coke cans. and came up with 'New Coke' which caused to public outcry when 'old coke' was removed from the shelves. and the trend since the 1980s has been to use celebrities like Michael Jackson. Some of the image of the celebrity is 'transferred' to the product. Cans such as these are highly collectible and their current value is $4 per can. Coca-Cola lost the marketing war due to the 'Pepsi Challenge'.• There are connections between Coca-Cola and Father Christmas thanks to clever marketing campaigns. Celebrity Endorsement When a celebrity is paid to allow his or her name to advertise a product. P. so they were forced to change it back. The rivalry was referenced in Billy Joel's 'We Didn't Start The Fire'. Dumbo and characters from Pinocchio on diet coke. when adverts showing blindfolded tasters chose Pepsi because it was sweeter. Madonna and Mariah Carey to promote the drinks.G. the Cheshire Cat. and Tinkerbell6.

the pirangut plant is the only plant with canning facility for Coca-cola and production of Diet coke in India. Beckham doesn't drink CocaCola.PET.celebrity's fans.Pune is located at scenic and peaceful environs of village Pirangut.The main business of the company is to produce and distribute the products of the Coca-cola Company. The sales territory of HCCBPL.Sprite.Limca.275 acres VISVESVARAYA TECHNOLOGICAL UNIVERSITY.This Quality System relates to the full range company activities as determined by the standards described in TCCQS.Spread over 25 acres. location is at south Maharashtra state extending from Riagrah to Nanded and Pune to Sindadurg.Taluka Mulshi and Dist.just 18-20 Km from pune city. Sad but true. The image plus the product creates a powerful selling machine.fanta. BELGAUM 22 . Coca-Cola's current celebrity endorser is former England football captain David Beckham.The plant commenced operation in January 1996. CAN:-66000 cases/day. Plant Area Total area Built-up area :23. P. PET:-12000 cases/day.The brands being currently produced are Coca-Cola. and the latter in real life.The manufacturing site is located on area of around 115342 m2. The main manufacturing unit has 208 permanent employees and there are 54 number employed in sales and there 54 number employed in sales and marketing.The production facility of pune plant is capable of producing RGB:-36000 cases/day. and has two number of filling lines for manufacture of RGB. 'Brand' Beckham and Beckham the man are two different entities – the former exists in our heads.55 acres :9.Diet Coke and Kinley Soda.CENTER . Company background The manufacturing unit of Hindustan Coca-Cola Beverages (P)Ltd.Pune.and CAN.Thums Up.G.

The warehouse is generally located adjacent to the production line to minimize materials handling. The demand analysis carried out by the sales department acts as an input to the shipping department. They in turn estimate the volume of production based on the number of empty and filled bottles.We begin examining the plnt layout at the storage area.commissioned on April 03 Line III-SASIB-Italy-commissioned on April 98 Before taking up the study of the various plant operations in detail we identify the operations required in a bottling plant and devise a flowchart. Warehouse In a bottling plant a warehouse is used to store both empty and bottles.exist in coordination with them.The empty bottles in the warehouse are sorted according to pack and flavor and sent for filling.G. BELGAUM 23 . the flow chart gives an overview of the beverages manufacturing process. Uncasing VISVESVARAYA TECHNOLOGICAL UNIVERSITY.the warehouse to store both empty and filled bottles.Placing case on the conveyor may be done manually or with the aid of depalletizer(here done manually).Sales.CENTER . OVERVIEW OF THE BEVERAGE MANUFACTURING PROCESSAll the plant operations can be broadly classified in to four main areas namely (i) (ii) (iii) (iv) Warehouse Production Process Utilities Apart from these.the general functions such as HR. Depalletising After sorting the cases of empties are placed on a conveyor.Finance. P.54 acres :3.Etc.Green belt Undeveloped Production Line :10.9 acres Line I-KRONES-Germany-commissioned on March 97 Line II-SIG SIMONAZZI-Italy.

Here the concentrated or the beverage base is added to it.G.The general procedure is Raw syrupàReady syrupàBeverage Raw syrup Raw syrup is prepared by adding raw materials such as sugar. P.This also can be done manually but here an uncaser is incorporated.Here bottles are washed.rinsed and drained .The bottles are then for inspection. BELGAUM 24 .washer is located spaciously to ensure easy acess to all sides of the washer. Bottle Washer The washer is the largest single piece of equipment on the bottling line. Coca-cola and beverages bases provide the same to the other soft drink products of the Coca-cola Company.treated water and activated carbon.A small amount of Co2 is also added to avoid stagnation of the ready syrup in the supply lines. Empty Bottle Inspetion The bottles are once again inspected after they are washed and before they are sent for filling Filler This is the heart of the production line and here the beverage is filled at rate of 600 BPM(bottle per minute).In most plants. Beverage is the final product made from the rw materials through a series of processes.CENTER . Emty returns are inspected for broken and chipped areas and for excessively dirty are washed. VISVESVARAYA TECHNOLOGICAL UNIVERSITY.Concentrate imparts the distinctive taste and colour to the product. The concentrate and beverage bases mentioned here are manufactured by the Coca-Cola company.In this process the mixture is heated to about 85*C Ready syrup Raw syrup is pumped to the tanks in the ready syrup room after the syrup is cooled to about 20*-25*C.

P. Filled Bottle Inspection The filled bottles are once again inspected finally for the the level of fill and coding.Mixer The ready syrup from the ready syrup room is pumped to the mixer where it is mixed with Co2 and water according to the prefixed requirements.The caser now packs the filledbottles into the cases.These values remain university constant. (here done manually)and sent to the ware house . cooling equipment.Some of them are forklifts. time and MRP are printed on the bottle by using the coding machine. Quality Lab. VISVESVARAYA TECHNOLOGICAL UNIVERSITY.CENTER . lines. In addition to above some other utilities also contribute to the beverage manufacturing process.The mixture now is known as the beverage. carbonation equipment. CIP (Cleaning In Place) A Clean In Place (CIP) system is most common way to clean closed systems of pipe line as well as pieces of equipment. transformer etc. Crowning The bottles that are filled with the beverage in the filler are crowned in this process. Warehouse The filled bottle cases are stored in the ware house and are further sent for distribution. Date coding The date of manufacture.This is mainly needed at the sypur rooms and filling equipment such as filter. This mixture is sent to the carbonation tank. fillling equipment such as filler.G. BELGAUM 25 . Caser Cases which are obtained by the empty bottles are sent to the cleaner where they are cleaned . etc. Palletising The cases are now placed on a conveyor by either using a palletiser or manually. Carbonation tank The finl beverage is then chilled or cooled as it is observed that the solubility of Co2 is higher at lower temperatures.

The beverage so produced should match some prefixed standards.The quality lab is placed near the production line to make sampling convenient.Syrup room.In order to test the quality of the beverage manufactured. Coca-Cola Indias ultra-modern ISO 14001 certified bottling plant in the State won this top award in the medium scale Food & Beverage category from amongst more than 17 entries.raw syrup etc.G. in recognition of its world-class environment practices. Golden Peacock Environment Management Award 2005 (GPEMA) to the Coca-Cola bottling plant at Kaladera.CIP. Boiler It is a part of the plant utilities which supplies steam to various part of the pkant such as raw syrup room. near Jaipur. WTP(Water Treatment Plant) Water is required at many stages in the plant operations.etc.WTP etc before it is released in to environment. BELGAUM 26 . VISVESVARAYA TECHNOLOGICAL UNIVERSITY.bottle washer .In the beverage manufacturing process we make use of treated water.regular sampling and testing is done. The Kaladera unit is the fourth plant to get this distinction in the Coca-Cola India ETP(Effluent Treatment Plant) An effluent treatment plant in the plant premises treats the waste water coming from various parts of the plant such as bottle washer.In addition to this soft water is supplied for the sanitation. Chilling Plant This provides all the refrigeration required in the plant mainly for cooling the beverage. Air Compressor This system provides compressed air for all the pneumatic needs of the plant and it is piped to the bottling room. P.This is manufactured by systemized water treatment thechniques.CENTER .biler etc.

The awards are given separately for manufacturing and service organizations.CENTER . we aspire to environmental excellence every day through each business decision and process everywhere we operate around the globe. and therefore can do the most good: water use. All 25 of the India Division’s Company-owned bottling plants have gained the international standard ISO 14001 Environment Management System certificate. .G. it’s good business. and energy use & climate protection. and are assessed under the following categories. TCCQS is all encompassing management system (Total Quality) covering environment management and other business aspects such as safety and loss Prevention (SLP). GPEMA has been instituted by the Institute of Directors in association with World Environment Foundation (WEF) and is designed to encourage and recognize effective implementation of environment management system. packaging. BELGAUM 27 . packaging quality. VISVESVARAYA TECHNOLOGICAL UNIVERSITY. The bottom line is that our business depends on the health and sustainability of our planet and the natural resources. product quality. we have developed a number of specific initiatives and programs to address these core issues in sustainable. To help align our actions with our aspirations.At The Coca-Cola Company. As a beverage company. we focus our environmental efforts on the three areas where we have the greatest impact. P. process capability improvement. measurable ways The Golden peacock environment management award The GPEMA is designed to encourage and recognize effective implementation of environmental management system and this achievement has been made possible by the plants adherence to Coca-Colas total quality program called The Coca-Cola Quality system (TCCQS). Our commitment is not just good citizenship.

P.G. including conservation of resources. increased productivity and reduction of overall wastages. BELGAUM 28 . returned to India in 1993 after a gap of 16 years giving a new thumbs up to the Indian Soft Drink Market. The India Division Environment Resource Management team guided the plant teams in implementing systems that helped fulfill the requirements of the ISO Certifying system. when certifying agency Det Norske Veritas completed its audit and granted the ISO certification to the Patna plant in eastern State of Bihar. India Coca-Cola.After only 15 months. the Company took over ownership of the nation's top soft-drink brands and bottling network. Strict division compliance with the EKO system ensured that the bottling plants were ready to meet the tough evaluation criteria and standards.The ISO 14001 certificate is the internationally recognized standard of Environmental Management.CENTER . 2002 and the Bidadi plant near Bangalore in the southern State of Karnataka was the first plant to receive this prestigious accreditation in january2003. the corporate nourishing the global community with the worlds largest selling soft drink concentrates since 1886. The environment management system has resulted in other significant business benefits. Strict division compliance with the eKO system ensured that the bottling plants were ready to meet the tough evaluation criteria and standards of the ISO auditors. In the same year. the total involvement of all employees and a compliance with applicable regulatory and internal company standards.The Company started its compliance effort in February. A Healty Growth To The Indian Economy Ever Since.. Coca-Cola India has made significant investments to build and continually consolidate its VISVESVARAYA TECHNOLOGICAL UNIVERSITY. our brands have assumed an iconic status in the minds of the consumers. No wonder.A company must demonstrate management commitment. The Division is now working hard to extend the ISO footprint across the entire franchisee owned bottling system as well.

P.company-owned bottling operations and another 24 franchisee-owned bottling operations. BELGAUM 29 . and given consumers the pleasure of world-class drinks to fill up their hydration. the business system of the Company directly employs approximately 6. waste water treatment plants. a network of 21 contract-packers also manufactures a range of products for the Company. Coca-Cola India is among the countrys top international investors. and indirectly creates employment for more than 125. On the distribution front. The vast Indian operations comprises 25 wholly-owned. That apart. having invested more than US$ 1 billion in India within a decade of its presence and further pledged another US$ 100 million in 2003 for its operations. distribution systems and marketing channels.CENTER . including new production facilities.000 people.G. refreshment & nutrition needs but has also been instrumental in giving an exponential growth to job opportunities. open-bay three-wheelers that can navigate VISVESVARAYA TECHNOLOGICAL UNIVERSITY. A Pure Commitment to The Indian Economy The Company has not only shaked up the Indian carbonated drinks market.000 people in related industries through our vast procurement. supply and distribution system.business in the country. Creating Enormous Job Opportunities With virtually all the goods and services required to produce and market Coca-Cola being made in India. 10-tonne trucks.

CENTER . binding the young and old to enjoy their moments of simple pleasure and eternal joy is the magic of CocaCola.G. Coca-Cola Advertisements Its The Real Thing Advertising has played an important role in the success of our products since our first newspaper ad in 1886.Always Coca-Cola 1990 . The world s largest beverage company has come a long way since its modest beginnings more than a century ago. Delicious! Refreshing! Exhilarating! Invigourating!" The Company uses advertising to trigger desire as often and in as many ways as possible. Throughout the years.Coke Adds Life 1971 . what has withstood the test and taste of time. consumers the world over will reach for products of The CocaCola Company more than a billion times every single day.Can t Beat the Feeling 1986 .Coke Is It 1976 . with the old giving way to the new at almost daily strokes.the narrow alleyways of Indian cities constantly keep our brands available in every nook and corner of even the countrys remotest areas. "Coca-Cola. And this year. White and You 1982 .Can t Beat the Real Thing 1989 . BELGAUM 30 . which read. These are only some of the facts that speak about our commitment to the growth of the Indian Economy The Worlds Largest Beverage Company While much of the world has changed since 1886. slogans for Coca-Cola have always been memorable... P.Red.Coca-Cola Enjoy 1993 . Here are some highlights: 2000 .I d Like to Buy the World a Coke VISVESVARAYA TECHNOLOGICAL UNIVERSITY.

the Companys thrust has always been on reaching the core of the consumers heart through advertising excellence.It s the Real Thing 1963 .It s the Refreshing Thing To Do 1929 . creative and tasteful.Things Go Better with Coke 1959. Consequently. In fact.Be Really Refreshed 1944. in early 2003. we have produced some of the most memorable campaigns of the times. BELGAUM 31 .Global High Sign 1942. P. advertising images for CocaCola have always set a high standard of quality for other products around the world. Coca-Cola India collected Advertiser of the Year and Campaign of the Year awards for the Thanda Matlab Coca-Cola all-media campaign.It s the Real Thing 1936. For five cents.G. were the hallmark of early campaigns in premier magazines. Born In A Kettle Charming The World Forever John Stith Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta. VISVESVARAYA TECHNOLOGICAL UNIVERSITY. Artist Haddon Sundblom s portraits for holiday ads. Fresh. Wyeth. C.The Pause That Refreshes Fine illustrations by noted artists. Indian Advertising Award In India too. It was May of 1886 when the pharmacist concocted a caramel-coloured syrup in a three-legged brass kettle in his backyard. including Norman Rockwell and N.1969 .CENTER . Our advertising reflects that special relationship between consumers and the simple moments of pleasure they have come to associate with Coca-Cola. The Company recognizes that Coca-Cola belongs to the billions of consumers in every corner of the globe who have chosen it as their favorite soft drink. He first "distributed" the new product by carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. helped mould the national image of a red-suited Santa Claus. which began in the 1930s. Georgia.

The Growing Corporate With An Ever-Refreshing Drink That first year. making Coca-Cola an institution the world over. Robinson.consumers could enjoy a glass of Coca-Cola at the soda fountain. In 1919." John Pemberton s partner and bookkeeper. P. Using syrups. By 1891. shipped in bright red wooden kegs. The Coca-Cola Company is committed to assisting its bottlers with the functions of an efficient bottling operation and initiating quality systems to ensure the highest quality products for our consumers. and most are independent businesses. then distributes them to more than 14 million retail outlets worldwide.$73. Woodruff became president of The Coca-Cola Company in 1923. Within four years. Mr.96 on advertising. carbonated water was teamed with the new syrup. VISVESVARAYA TECHNOLOGICAL UNIVERSITY. Pemberton sold 25 gallons of syrup. producing a drink that was proclaimed "Delicious and Refreshing." In 1886. Frank M. Atlanta entrepreneur Asa G. The Coca-Cola Company was sold to a group of investors for---.$50 and spent----. and his more than six decades of leadership took the business to unrivaled heights of commercial success. Know About Our Global Bottling System Today. Robert W. our global bottling system packages and markets products. Robinson thought "the two Cs would look well in advertising.CENTER . For his efforts. concentrates and beverage bases produced by The Coca-Cola Company. Candler had acquired complete ownership of the Coca-Cola business. suggested the name and penned "Coca-Cola" in the unique flowing script that is famous worldwide today. BELGAUM 32 . These bottlers are located around the world. Pemberton grossed -----. Red has been a distinctive color associated with the number one soft drink brand ever since. Whether by design or accident. sales of Coca-Cola averaged nine drinks per day. our products reach consumers and customers around the world through a vast distribution network made up of local bottling companies.G.$25 million. his merchandising flair helped expand consumption of Coca-Cola to every state and territory.

The contract marked the beginning of The CocaCola Company s unique independent bottling system that remains the foundation of Company soft drink operations. soda bottles were all very similar. P. consumers said they preferred it over both Coca-Cola and its primary competition. Whitehead and Benjamin F. Coca-Cola Bottles As Memorable As The Design Back then. Biedenharn of Mississippi was looking for a way to serve this refreshing beverage at picnics. The answer was to create a distinct bottle for Coca-Cola. As a result. Patent and Trademark Office in 1893. Through internal evaluations and thousands of blind taste tests.the first change in the secret formula since the product was created in 1886 Trademark Registration Of Coca-Cola The trademark "Coca-Cola" was registered with the U.In 1899.CENTER . Tennessee. In 1985. Patent and Trademark Office in 1977.G. followed by "Coke" in 1945.S. And Coca-Cola had many imitators. a new cola emerged from laboratory research. the contour bottle for Coca-Cola with the shape now known around the world was developed in 1915 by the Root Glass Company. BELGAUM 33 . large-scale bottling became possible when Asa Candler granted exclusive bottling rights to Joseph B.Coca-Cola Gets The First Change of Taste in 1886. The unique contour bottle. during an especially busy summer in 1894.S. in April 1985. Thomas of Chattanooga. an honor awarded very few packages VISVESVARAYA TECHNOLOGICAL UNIVERSITY. but candy merchant Joseph A. familiar to consumers everywhere. He began offering bottled Coca-Cola. the Company proudly introduced the new taste of Coke . using syrup shipped from Atlanta. which consumers would be unable to identify until they took a sip. As a result. was granted registration as a trademark by the U.The Bottling History Of Coca-Cola Coca-Cola began as a fountain product.

BELGAUM 34 . Later years saw the introduction of additional products bearing the Coca-Cola name. . Interestingly. the Coca-Cola trademarks happen not only to be our most valuable assets but of the entire earth. The Coca-Cola Company introduced diet Coke to U.Extension Of The Most Cherished Trademark In 1982. For Coca-Cola. the world that is touched by our cherished drinks for every moment. which now encompasses a powerful line of cola products. the most drunk soft drink on earth is one of the world s best-known and most admired trademarks. P.S. recognized by more than 90 percent of the world s population. consumers. VISVESVARAYA TECHNOLOGICAL UNIVERSITY.CENTER . marking the first extension of the Company s most precious trademark to another product. Trademarks The Worlds Most Valuable Assets Their most valuable assets happen to be the trademarks we possess.G.

BELGAUM 35 .4.G. P.1.PRODUCT PROFILE Brands of coca cola company There are nine brands in the coca cola company these are as follows 1)Coca cola 2)ThumsUp 3)Fanta 4)Limca 5)Sprite 6)Maaza 7)Georgia 8)Minute maid 9)Kinley 10)Diet coke VISVESVARAYA TECHNOLOGICAL UNIVERSITY.CENTER .

P. It shows in our every action. Thums Up was acquired by The Coca-Cola Company in VISVESVARAYA TECHNOLOGICAL UNIVERSITY.. THUMS UP Thumps up is a leading carbonated soft drink and most trusted brand in India. We relentlessly strive to exceed the world's everchanging expectations because keeping our Quality promise in the marketplace is our highest business objective and our enduring obligation. Quality is taste or see or measure. For more than just something we to benefit and us. Originally introduced in 1977.COCA COLA The Coca-Cola Company exists refresh everyone it touches. BELGAUM 36 .CENTER .G.. Consumers across the globe choose our brand of refreshment more than a billion times every day because Coca-Cola is.

is seen as one of the favorite drinks since 1940's.CENTER .G. P. There are more than 70 kinds of Fanta fruit taste in the world woday with Orange being the largest volume contributor. Distributed in 188 countries around the world with teenagers aged 12-19 being the largest number of its consumers. fizzy taste and its confident. Fanta stands for its vibrant color.1993. Over the years Fanta has occupied a strong market place and is identified as "The Fun Catalyst". Perceived as a fun youth brand. Fanta entered the Indian market in the year 1993. Thums Up is known for its strong. Tempting taste and tingling bubbles that not just uplifts feelings LIMCA VISVESVARAYA TECHNOLOGICAL UNIVERSITY. BELGAUM 37 . This brand clearly seeks to separate the men from the boys FANTA The 'orange' drink of The Coca-Cola Company. It is another brand from The Coca-Cola Company for a carbonated soft drink with bold fruit taste. mature and uniquely masculine attitude.

CENTER .Limca is a drink which mostly preffered by the female customers SPRITE Introduced in 1960. Sprite hasstood for a straight forward and honest attitude. clean taste that really quenches your thirst. Sprite was launched in year 1999 & today it has grown to be one of the fastest growing. Sprite is the world's leading lemos-lime flavored soft drink. with a strong appeal to young people.Limca has been the original thirst choice . Millions of people enjoy Sprite because of its crisp.Born in 1971. Worldwide Sprite is ranked as the No.G. P. Why? With a strong appeal to the youth. BELGAUM 38 . VISVESVARAYA TECHNOLOGICAL UNIVERSITY. Today Sprite is perceived as a youth icon. 4 soft drink &. 4 soft drink worldwide. Soft drinks.The drink that can cast a tangy refreshing spell on anyone anywhere.Its clear crisp refres hingtaste encourages the today's youth to trust their instin cts.of millions of consumers for over 3 decades. is sold in more than 190 countries In India.The brand has been displaying volume growths years on year and Limca continues to be the flavour soft drink in the country. straightforward attitude about things that sets it apart from other soft drinks. leading the Clear lime category. But Sprite also has an honest.Sprite encourages u to be true who u are and to obey your thirst.influence them to be true to who they are and to obey their thirst. Sprite is sold in more than 190 countries and ranks as the No.

BELGAUM 39 .CENTER . Consumers regard Maaza as wholesome. brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like "Taaza Mango.Maaza was acquired by Coca-Cola India.Over the years. VISVESVARAYA TECHNOLOGICAL UNIVERSITY.G. P. The current advertising of Maaza positions it as an enabler of fun friendship moments between moms and kids as moms trust the brand and the kids love its taste. The campaign builds on the existing equity of the brand and delivers a relevant emotional benefit to the moms rightly captured in the tagline "Yaari Dosti Taaza Maaza. Maaza hain Naam".Maaza Mango" and "Botal mein Aam. Here was a drink that offered the same real taste of fruit juice sand was available throughout the year. In 1993. natural. .MAAZA It was launched in 1976. fun drink which delivers the real experience of fruit.


a name connoting the convenience and the ease of preparation (In a minute). hygienic and affordable cuppa is available in a range of sizzling flavours. Minute Maid thus moved from a powdered concentrate to the first ever orange juice from concentrate. The company developed a process that eliminated 80 percent of the water in orange juice.CENTER . Georgia. elaichi. VISVESVARAYA TECHNOLOGICAL UNIVERSITY. masala and plain tea cappuccino. which promises a great tasting. Georgia. now even Garam matlab Coca-Cola…. They branded it Minute Maid.In the company's journey towards the vision 'leading the beverage revolution in India'.G. quality tea and coffee served from state of the art vending machines is positionedtotapintothenationsbiggestbeveragecategory. BELGAUM 41 . adrak. 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. consistent. Over the years. The launch of Minute Maid Pulpy Orange in 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. mochaccino and regular coffee MINUTE MAID The history of the Minute Maid brand goes as far back as 1945 when the Florida Foods Corporation developed orange juice powder. A hot new launch from Coca-Cola India. forming a frozen concentrate that when reconstituted created orange juice. P.


and as Coca-Cola light in other countries. Water.G. The importance of water can never be understated. transforms. Particularly in a nation such as India where water governs the lives of the millions. safe drinking water is fundamental. U. a life giving force that washes all the toxins away. BELGAUM 43 . P. SUPPLIER GUIDING PRIINCIPLES VISVESVARAYA TECHNOLOGICAL UNIVERSITY. 1 sugar-free drink in dietconscious America. the most basic need of life. That is why we introduced Kinley with reverse-osmosis along with the latest technology to ensure the purity of our product. It's the drink for people who want no calories. Because we believe that right to pure. Kinley water comes with the assurance of safety from the Coca-Cola Company. Canada. A ritual purifier that cleanses.Water. the very sustenance of life. Australia and Great Britain. 3 soft drink in the world. That's why we go through rigorous testing procedures at each and every location where Kinley is produced.S. a thirst quencher that refreshes. be it as part of everyday rituals or as the monsoon which gives the life to the sub-continent . it's now the No. Known as Diet Coke in the Indonesia.Kinley water thus promises water that is as pure as it is meant to be. a celebration of life itself.CENTER . purifies.Kinley water understands the importance and value of this life giving force. DIET COKE Diet coke was born in July 1982 and quickly became the No. but plenty of taste.Water you can trust to be safe and pure.

excellence. The Supplier Guiding Principles restate our requirements and emphasize good workplace policies that comply with applicable environmental laws and with local labour laws and regulations. we are introducing the Supplier Guiding Principles Program for direct suppliers to The Coca-Cola Company. P.the best way to reach this mass VISVESVARAYA TECHNOLOGICAL UNIVERSITY.5 ADVERTISING. BELGAUM 44 .Moerever this has to be a mass contact which means that the marketer is interested in reaching a large number of people so that his product may receive optimum exposure. customs and economic conditions that affect business practices in various parts of the world.Naturally. We look forward to working with Suppliers to ensure understanding of and compliance with the requirements set forth in the program for Suppliers and all direct suppliers to The Coca-Cola Company.G. integrity. The Supplier Guiding Principles Program is based on the belief that good corporate citizenship is essential to our long-term business success and must be reflected in our relationships and actions in the marketplace. the environment and the community. the workplace.CENTER .Built On The Compliance Of Perfection The reputation of The Coca-Cola Company is built on trust. Recognizing there are differences in laws. compliance with the law and respect for the unique customs and cultures in communities where we operate. Those who do business with us around the world know we are committed to managing our business with a consistent set of values that represent the highest standards of quality. When marketer or firm has developed a product to satisfy a market demand after thoroughly analyzing the market is a need for establishing contact with the target market to eventually sell the product . We seek to develop relationships with suppliers that share similar values and conduct business in an ethical manner. 1. Relationships Built On Good Corporate Citizenship As part of our ongoing effort to develop and strengthen our relationships with suppliers. we believe that shared values must serve as the foundation for relationships between The Coca-Cola Company and our suppliers.

Competitors. Marketing mix consists of four major tools these are.and services by an VISVESVARAYA TECHNOLOGICAL UNIVERSITY.In earlier times to “advertise”meant merely to annocunce or to inform. Personal selling: for making sales.therefore. Advertising: Any paid form of non-personal communication of identified sponser. Short –term direct inducements to encourage sales of products are services Publicity: Non-personal stimulation of demand for a product/service or business organization as a whole by putting commercially significant news in media to create a favourable image. Advertisement is that it is a “public” announcement .G.employees and the society. P. Public Relations:Marketers engage in public relations to develop a image of their organization in the eyes of public large. BELGAUM 45 .shareholder. Modern marketing communication : It is the management of the four p’s-product.a salesman interacts orally with the buyer or buyers in the form of a sales presentation.products.sales promotion and public relations. In the sense the entire marketing process has a large content of communication for instance the product communicates a distinctive image such as youthfulness. ideas.It is not paid for by the sponsor.communication and advertising is one of the means of such mass communication along with such other means as publicity.g dreamflower talc .made mass selling possible.glamour or prestige.media.CENTER .customers.suppliers. The brand name communicates physichological attributes of the product e. Sales Promotion.government. Advertising as a means of mass communication has.promotion and place or distribution channel.price.

G.1 TITLE OF THE STUDY The title of the study is “Effect of advertisement and activation of cluster outlet” 2.3 NEED FOR STUDY VISVESVARAYA TECHNOLOGICAL UNIVERSITY. BELGAUM 46 .this project is meant for activate the unactivated outlets. it is need to evaluate the effect before and after actvation(advertisement) of cluster outlets and observe the sales after activation of outlets.CENTER . In this study is mainly focused on the effect of advertisement and activation of cluster outlets in coca cola company . 2.2. It is very important to define the statement of problem because of the saying that “A problem well defined is half solved”. P. In this context.2 STATEMENT OF THE PROBLEM This is the first step in the research methodology.

4 OBJECTIVES OF THE STUDY Objective: • • To Design a template for cocacola for cluster activation to leverage the merchandising options available at the identified category of outlet. To know the strategy of competitors such as the Pepsi 2. Comparative study of stock in retail outlets present in Sant tukaram nagar and Hinjawadi clusters. To identify options available at the retail outlets for activating the outlets. BELGAUM 47 .Sprite and other Coca cola products To know market demand as well as the needs and wants of the customers of coca cola.Limca. To know the job of market developers.why this changes are happened.and understand market business. VISVESVARAYA TECHNOLOGICAL UNIVERSITY.maaza. To know what consumers feel about coca cola product as well as their opinion about present existing product To know the effectiveness of advertisements To know what retail customer wants.this is the main need of the project • • • • • • • To know the market condition of soft drinks likeThumps up . Main need of the study is for activate the activeless outlets and after advertising what are the changes came in to existence . Sub objectives: • • • To know what all facilities are provided by company to retail outlets. P.and study their needs.To sustain competitive and dynamic market conditions the observation of market or study of market is necessary.G. To know how to improve the sale of the company.CENTER .

that how organization works. BELGAUM 48 . What is the effect of advertisement in marketing. marketing is the main components of Hindustan Coca cola beverages Ltd. P. VISVESVARAYA TECHNOLOGICAL UNIVERSITY. How to handle retail outlet customer. 2. 2. 3. Visit the clusters clusters along with the Distributors salesman and understand the business.5 SCOPE OF THE STUDY . To know what makes consumers to go for soft drinks To know consumers behaviors towards the soft drinks of coca cola. 1.2)Grocery.what makes the consumers to go for soft drinks.CENTER . Work along withj the Market Developers and understand the concept of RED and activations in RED(Right Execution Daily)and activations in RED.• • • To study the consumer behavior of coca cola. The data collected is organized systematically in the form of tables and charts to get the clear view of the picture.6 RESEARCH DESIGN Design: following steps are suggested to be taken to make the project. The method used in this research study to obtain the data needed for the analysis is questionnaire and observation method from a sample base of retail outlets of about 140 outlets and morethan 15000 consumers in the Pune city. Pune . Implementation of theoretical aspects in to practical.G. List downthe differences among the identified 3 category of the outlets is 1)E &D. This project helps me to get practical exposure. how the finished product reach the consumer form plant to the retail outlets.3)Convenience. 2.

Identify the Elements that can be put up in the outlets keeping the RED Activation guidelines in perspective.Make a VISVESVARAYA TECHNOLOGICAL UNIVERSITY. Select 2 Clustersand make a list of entire outlets available in each cluster (selling CSD)and collect data of these outlets. 8. 7.CENTER . 2)Address of the outlet. After the understand the business and the concept of RED activation make a comprehensive list of elements that be made and utilized at the retail out. 4)Category of outlet(E&d. The outlets datamust contain the following information 1)Name of the outlet.lets of the selected cluster. 5. Once the basic data is collected from the outlet.4. Identify options available at the retail outlets for activating the outlets.Each element of activation must equa Ted with the cost of the elemented. P.organize the data. 6)options available for Elements to be put in the outlet.Grocery or Concenience) 5)Sales Volume of outlet/Top 2 Brands . BELGAUM 49 .G. 6. 3)Contact person with Phone no.

Plan for putting activation elements at the outlet based on the volume class of the outlet. 9. The cost of activation of an outlet must justify the business generated From the outlet. 10.Activate the selected 2 clusters as per the points mentioned above The research design constitutes the blue print for the collection, measurement and analysis of data. It helps the researchers by posing crucial choices: is the blue print to include experiments, interviews, observations, the analysis of records, or combination of these? Are the methods of data collection and the research to be highly structured? Should the analysis be primarily quantitative or qualitative? . There are morethan15000 retail outlets in the Pune city who also deal in soft drinks in their shops. These shops are scattered in different locations of the city. As it was very difficult to study all the retail outlets, I have taken a sample of 50 outlets across the city who deals with soft drinks in their shop and a sample base of 100 consumers of different ages. The outlets are bifurcated in different categories so as to segment the likely group and differentiate it from others Convenience, Grocery, Restaurants / bar and restaurants, and liqueur shops. Convenience includes all the outlets like Pan shops,Dairy, Bakeries, Juice centers, Ice cream parlors, STD shops, Snacks centers. Grocery Shops includes all Kirana stores, general stores super stores etc. Hotel/Restaurants / Bar and restaurants includes all Restaurants, Refreshments and Bar cum restaurants.They also known as eating and drinking types. The are the shops which sell only alcoholic drinks such as Wines etc. The segmentation of the consumers is done on the basis of age as below 15, 16 to 25, and 30 and some old aged customers . It is done so assuming that the same age group people behave similarly. The research study is done with the help of a questionnaire and observation method.


Two different questionnaires have been formulated to gather the information from retail outlets and consumers, needed for the study of existing problem. The data collected is organized in the form of tables and charts. Then the situation is analyzed with the help of the charts and tables and suggestions are made with reference to the results obtained there from.

3.0.DATA ANALYSIS AND INTTERPRETATION; Data collection methods
From the given two clusters Sant tukaram nagar Pune, and Hinjawadi the two clusters data are to be taken Sant tukaram nagar Pune; Mainly the outlets are to be categoterised in to three categories. 1)Eating and Drinking 2)Grocery 3)Convenience 1.Eating and drinking : Hotels, Bar and restaurant ,Dhabas, are comes under the Eating and Drinking type of outlets 2.Grocery:


Kirana stores ,Sweetmarts,General stores ,Stationary stores these are comes under the Grocery type of outlets. 3.Convenience Dairy, Panshops,Cakes and bakery, these are comes under the Convenience types of outlets. Next to that the outlets are classified in to Three categories based on the annual sales volume per year. These are as follows 1)Diamond 2)Gold 3)Silver

1.Diamond Outlets; Diamond outlets are those outlets which are having annual sales of 800 or morethan 800 cases per year.These outlets are one of the good selling outlets with compared to gold and silver outlets. 2.Gold Outlets ; Gold outlets are those outlets which are having annual sales of 500-800 cases per year.

3.Silver outlets ;
These outlets are having annual sales of 250-500 cases per year.

Some of the advertising or activation elements are as follows;
1)Rack. Which is used for keeping plastic Coca-cola bottles.This is mainly present in grocery type of outlet. 2)Signage.


BELGAUM 53 RED (Regular . 6)Menu boards Which contains list of various food item present in hotel and coca cola products pictures. Market developer checks these three parameters in every RED outlets. 4)Road standing Which is kept infront the shop side of the road.This is mainly used for the advertising purposes. 7)Menu cards. This is the board which is designed by the various food item pictures along with the coca-cola pictures. Diamond.these are as follows.mostly used in the eating and drinking outlets. There are three types of parameters to check Regular Execution Daily(RED)outlets.It is a board that contains cocacola and cocacola products pictures along with the name of outlet.Which is used for the for generally all types of outlets. Menu cards are which containes the list of food item present in the hotels and they also contains the list of coca cola beverages present in the particular outlet this is for to draw attention of customer.which is containes picture of coca cola products which is for advertising purposes.this is also a long board which contains.these are as follows. VISVESVARAYA TECHNOLOGICAL UNIVERSITY.CENTER . 1)Visicooler 2)Availability 3)Activation In Visicooler he checks following things.Silver these types of outlets collectively called as Execution Daily)outlets.G. 3)Highway signage.its is advertising for the people who are passing through highways. This is mainly present on the high way sides. 5)Combo standee or Combo boards. P.Gold.this is also designed for the advertising purposes. 8)Conter top/Table top This is present on the counter of the convenience type of outlet.

2 Ltr NAME OF CLUSTER : Sant tukaram nagar(before Activation) OUTLET NAME LOCALITY ANNUAL VOLUME Laxmi sweets Shanikrupa sweets Prem sagar Sant sawta mali Madhur sweets Sant sawta mali 2 Santosh general stores Chamunda sweets Sonali permit room Pratik permit room Deepak sweets Laxmi sweets Swarna permit room Chetana sweets Narmada permit room Archana permit room Jiwala hotel Bandhu prem milk dairy Alite juice centre Vaisahali sweets Suraj sweets Ganesh sweets Deepak sweets 2 Neelkamal sweets Sant tukaram nagar Sant tukaram nagar Landewadi Landewadi Landewadi Landewadi Landewadi Bhosari chowk Pune-nasik road Pune-nasik road Pune-nasik road Pune-nasik road Pune-nasik road Pune-nasik road Pune-nasik road Pune-nasik road Dighi gaon Dighi gaon Pune-nasik road Sant tukaram nagar Sant tukaram nagar Pune-nasik road Nehru nagar Pune-nasik road (CATEGORY) Gold Gold Diamond Diamond Gold Diamond Silver Diamond Diamond Diamond Gold Diamond Gold Gold Diamond Gold Gold Gold Gold Diamond Gold Gold Gold Silver OUTLET TYPE Grocery Grocery Grocery E&D Grocery E&D Grocery Grocery E&D E&D Grocery Grocery E&D Grocery E&D E&D E&D Convinience Convinience Grocery Grocery Grocery Grocery Grocery 600 cases/yr 550 cases/yr 800 cases/yr 850 cases/yr 600 cases/yr 800 cases/yr 400 cases/yr 800 cases/yr 800 cases/yr 800 cases/yr 550 cases/yr 800 cases/yr 550 cases/yr 560 cases/yr 800 cases/yr 600 cases/yr 560 cases/yr 550 cases/yr 560 cases/yr 800 cases/yr 560 cases/yr 550 cases/yr 510 cases/yr 300 cases/yr ANNUAL SALES VISVESVARAYA TECHNOLOGICAL UNIVERSITY.(1)Is a coca cola cooler present? (2)Is the cooler as per standards? (3)Is visicooler is in the prime position? (4)Is the visicooler is in a working condition? (5)Is the light is working? (6)Is the visicooler 100% pure? (7)Is the cooler brand-order complaint? In Availability he checks the (1)weather 300 ml(cola. P.3) (2)mobile PET 500/600ML(cola.G. BELGAUM 54 .CENTER .3) (3)Maaza RGB(2000/250ML)(4)Can(Diet coke.1(5)Large PET 1.

The Table no. shows the data collected from the Sant tukaram nagar pune NUMBERS O Table no .G. P.Table no.CENTER .2 Category 15 tukaram nagar 10 5 Before activation 0 Numbers of outlets 9 13 2 Comparison between before and after activation of cluster outlet sant of outlets Diamond Gold Silver Numbers of outlets Diamon Table no.3 Category of outlets Diamond Gold Silver Category of out lets Diamond Numbers of outlets 9 13 2 Numbers of outlets 9 After activation Number of outlets 0 Gold 14 Category of Diamond Gold Silver out lets VISVESVARAYA1TECHNOLOGICAL UNIVERSITY. 1. BELGAUM d 12 10 8 6 16 14 12 10 8 6 4 2 14 4 2 0 Category 55 of outlets Silver Gold . 1.

G.respectvely.3. P.The difference is one silver outlet comes under the gold outlet. and Table no 4.Table no .CENTER .due to this figure how advertising helps to improve the sales.4 There is a difference between before activation of cluster and after activation of cluster as shown in the Table no. According to the Annual sales the cluster Sant tukaram nagar cluster is categorized in to as follows: 14 Numbers of outlets 12 10 8 6 4 2 0 Category of outlets Diamond Gold Silver 16 OUTLET TYPE NUMBER OF OUTLETS numbers 14 12 10 8 6 4 2 0 Grocery Eating & Drinking Conveni ence 14 8 Outlet type Grocery E&D Convenience 2 Outlet type Grocery E&D Convenience VISVESVARAYA TECHNOLOGICAL UNIVERSITY. This is the effect of activation (advertising). BELGAUM 56 .

G. P.Table no 5 16 14 12 10 8 6 4 2 0 rin ki ng G ro ce ry ve ni e Co n nc e VISVESVARAYA TECHNOLOGICAL UNIVERSITY. BELGAUM 57 Ea ti n g & D .CENTER .

P.CLUSTER NAME: Hinjawadi (before activation) OUTLET NAME Jai santoshi maa market Cakes &Bakers Radhika super market Sakare dairy Poornima sweets Hanuman enterprises Abhishek sweets Athavan hotel Dhanashree hotel New Poona Bakery Joshi wadawale Kailsh hotel Sagar cafee Silver palm Delhi darbar Kohinoor hotel Rajmudra hotel Rajyog hotel Ranjayi hotel Sonam hotel Shree mahalaxmi hotel Sagar sweets Shreenath hotel Vishal hotel LOCALITY Hinjwadi chowk Hinjwadi chowk Hinjwadi chowk Hinjwadi chowk Hinjwadi chowk Hinjwadi chowk Bhomkar chowk Bhomkar chowk Bhomkar chowk bhomkar wasti wakad wakad Tatwade Tatwade Rawet gaon Rawet gaon Rawet gaon poonawala highway Hinjwadi chowk Hinjwadi chowk Wakad naka Wakad gaon Hinjwadi chowk Hinjwadi chowk Hinjwadi chowk ANNUAL VOLUME Gold Gold Gold Gold Silver Silver Silver Silver Gold Gold Diamond Silver Silver Gold Silver Silver Gold Diamond Gold Gold Silver Gold Silver Silver ANNUAL SALES 650 cases/year 670 cases/year 650 cases/year 650 cases/year 450 cases/year 280 cases/year 300 cases/year 450 cases/year 280 cases/year 300 cases/year 800 cases/year 450 cases/year 450 cases/year 550 cases/year 450 cases/year 450 cases/year 450 cases/year 800 cases/year 650 cases/year 650 cases/year 300 cases/year 650 cases/year 800 cases/year 280 cases/year Table no.CENTER . 6 The table no.G.shows the data collected from Hinjawadi cluster outlets Category of outlets Dia mond Gol d 11 Number of outlets 2 Category of outlets Diamond Gold Silver Silver 11 VISVESVARAYA TECHNOLOGICAL UNIVERSITY. BELGAUM 58 .

P.G. BELGAUM 59 .Comparison between Hinjewadi cluster outlet before activation and after activation Before activation 12 10 8 Category of outlets Dia mond Gol d Silv er Number of outlets 2 11 11 Num bers 6 4 2 0 Gold OUTLET Diamond CATEGORY Silver Table no.8 After activation Category of outlets Dia mond Gol d Silv er Number of outlets 2 14 8 Num bers of outlets 14 12 10 8 6 4 2 0 Category of outlets Diamond Gold Silver VISVESVARAYA TECHNOLOGICAL UNIVERSITY.CENTER .

9 we may come to conclusion that the Three silver outlets come in to gold Category. According to the Annual sales the cluster Hinjewadi cluster is categorized in to as follows: Outlet type Grocery E&D Convenience Numbers 5 16 3 Table no.Table no. BELGAUM 60 Number of outlets . 9 There is a difference between Hinjewadi cluster before activation and after activation.This is due to activation(advertising). P. 18 16 14 12 10 8 6 4 2 0 Outlet type E&D Grocery Convenience VISVESVARAYA TECHNOLOGICAL UNIVERSITY.10. From Table no 8 and Table no.G.CENTER .

6)Counter top required are---------------------à3 in numbers. BELGAUM 61 .CENTER .and Hinjawadi cluster.4. 6)Combo stands required are------------------à2 in numbers.0 FINDINGS From the outlet survey i came to know how much activation elements are required and which activation elements are to be required for the cluster Sant tukaram nagar. 8)Countertop required--------------------------à2 in numbers. 1)Signage is required are ---------------------à13 in numbers. The activation elements required for the Sant tukaram nagar is as follows: 1)Highway signage required are --------------à 4 in numbers. 8)Rack required are ---------------------------à3 in numbers. 7)Combo standee required are---------------à10 in numbers. 2)10x4 size signage required are --------------à 4 in numbers. 4)Menu cards required are---------------------à7 in numbers. 5)Menu boards required are---------------------à3 in numbers. 4)Menu cards required are---------------------à15 in numbers. 5)Rack required are------------------------------à2 in numbers. VISVESVARAYA TECHNOLOGICAL UNIVERSITY. P. The activation elements The activation elements required for the Hinjawadi is as follows. 3)15x4 size signage required is --------------à1 in number. 2)Table mats required are---------------------à 7 in numbers.G. 3)Coca cola Umbrella required are-----------à 7 in numbers. 7)Signage required------------------------------à8 in numbers.

• The company should provide all activation elements such as the rack. • The company should sponsor some sports so that advertisements will be more effective. Company should come up with new offer attractive schemes to the retailers.umbrella.CENTER . These are made under the stated limitations of the research study.menu boards. VISVESVARAYA TECHNOLOGICAL UNIVERSITY. combo standee.5. • Provide refrigerator to outlets so that the sales of company will increase effectively. P. • Market developer should visit the outlets and check the availabilityof product regularly.G. highway signage.according to need of the retail out lets.counter top. • • • To delivery products in time. • The company should give more discounts to the outlets so that they can buy more number of coca cola products and sales of coca cola will increase.0 SUGGESTIONS These are some of the few suggestions made by observing findings of the coca cola market analysis obtained from the retailers and consumers in the Pune city. supply chain should satisfy the retailers Dealers must provide discount and schemes to regular customers.menu cards. BELGAUM 62 .signage .

The data in the Sant tukaram nagar shows the there is increase of gold outlets by single in number this shows the slightly increase in number sales . P. And the data taken from the Hinjawadi cluster also shows the increase of gold outlets in more in number that compared to Sant tukaram nagar. This data is very very important to know the increase of the sales due to advertising the given outlets.0 CONCLUSION The data analysis shows how activation(Advertising) is important for the increase of sales .6.G. The data taken from the Sant tuklaram nagar is shows the increase of gold outlet by activation cluster outlets.CENTER . BELGAUM 63 . This is shown by activation of the cluster outlet number of sales is increased. Silver out lets are those outlets having sales 250-500 cases/year and gold outlets are those outlets having sales morethan 500 cases/year. From the data collected from the cluster outlets such as the Sant tukaram nagar and Hinjawadi cluster I came to conclusion that the advertisement plays a key role in increasing the sales and profit to coca cola company. The data taken from the Hinjawadi cluster shows the increase of gold outlets from the three in number. VISVESVARAYA TECHNOLOGICAL UNIVERSITY.Means the three silver outlets come in to the gold category.

C.google.CENTER . BELGAUM 64 .G. P. 3)www.0 BIBILIOGRAPHY 1)Foundations of advertising theory and practice by S.7.com/agricultural-commodities/soft-drinks.Chunawalla and K.com 4)Company brouchure.cocacola.agriculture-industry-india.html VISVESVARAYA TECHNOLOGICAL UNIVERSITY.Sethia 2)Company brouchure. 5)www.com 6)http://www.A .

8)Outlet category. VISVESVARAYA TECHNOLOGICAL UNIVERSITY.. (ii)If outlet is Gold…………………………………………Yes/Not. (iii)Menu cards present or not……………………… (iv)Menu boards present or not……………………. (v)Signage present or not……………………………. 9)Existing elements. (vi)Table top/Counter top present or not………………..Yes/Not.Yes/Not.Yes/Not. (iii)If outlet is convenience type……………………………. P.0 ANNEXURE Quesionnaire 1)Name of the cluster…………………………… 2)Name of the outlet……………………………. BELGAUM 65 . (ii)If outlet is eating and drinking type………………………Yes/Not. (ii)Combo standee present or not………………..8.. (i)Rack is present or not………………. (i)If outlet is grocery……………………………………….G.Yes/Not.... 7)Outlet type. 3)Owner name…………………………………… 4)Contact no……………………………………… 5)Locality of the outlet…………………………… 6)Annual volume……………………………………..CENTER . (i)If outlet is Diamond……………………………………. (iii)If out is Silver ………………………………………….

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