SUMMER TRAINING REPORT

On
STUDY OF
“MARKETING STRATEGY IN COCA COLA”
Submitted in the partial fulfillments of the requirements for the

award of the degree of

Bachelor of Business Administration (BBA)

To

Guru Gobind Singh Indraprastha University, Delhi

Guide name:

Dr Vikas Bharara Submitted by: -Vaibhav sabharwal

06021101717
2017-2020

Institute of Information Technology & Management

New Delhi -110058

2019-20
Certificate

Mr./Ms VAIBHAV SABHARWAL Roll No 06021101717 certify that the Summer

Training Report (paper Code BBA-311 entitled MARKETING STRATEGY IN COCA
COLA is done by me and it is an authentic work carried out by me . The matter
embodied in this has not been submitted earlier for the award of any degree or diploma to
the best of my knowledge and belief.

Signature of the Student

Date:

Certified that the Summer Training Report(Paper Code BBA-311 entitled ‘’ entitled
MARKETING STRATEGY IN COCA’’ Done by Mr. / Ms. VAIBHAV
SABHARWAL Roll No. No 06021101717, is completed under my guidance.

Signature of the Guide

Date:

Name of the Guide: Dr. Vikas Bharara

Designation:
CONTENTS

S No. TOPIC PAGE NO.

1 Certificates

2 Acknowledgement

3 Assignment Directive

4 List of Tables

5 List of Figures

6 List of Symbols

7 List of Abberivations

8 Executive Summary

9 Chapter -1 Profile of the Company

10 Chapter-2 SWOT Analysis of the Company

11 Chapter-3 Functional Analysis of the Company

 12 Chapter-4 Lessons Learnt

13 References/Bibilography

14 Appendicies

Executive Summary
Internship is such a program which makes a student experiences the corporate life for the
first time. I was assigned as intern under Market strategy Division. I did my report on
“Marketing strategy of ‘’The Coca Cola Company” This report is prepared on the basis of
my two-month practical experience at the company. This internship program helped me
to learn about the practical scenario of a firm. Coca Cola Company is a unique and
sustainable soft drink provider. Keeping main focus on business expansion and growth in
the most prospective sectors, the group is continuously taking up projects to make it the
largest conglomerate in the business arena, despite fast-changing business trend and
tricky situation. Depending on the firm foundation and highly professional human
resources, the company is still making good use of its business potentials and also
contributing to the sustainable development and making a significant contribution to the
overall development of the country and its economy.

The entire project consists of 4 chapters:

1.      The first chapter is an introduction of The Coca Cola Company. It includes

brief profile of the company in which all the details such as the acquisition and
history of the company are specified.
2.      In the next chapter it discuss the strengths, weakness, opportunities and
threats  of the company.
3.      The next chapter is all about the functional analysis of the company. In this
chapter key functional area and how each area is function is mentioned. This
chapter also includes scope and objectives of the company. It also includes
various training methods used by the company.
 4.      The last chapter deals with all practical knowledge and skills that I have
gained over the due course of my summer training programme and also it
comprises of various responses filled by respondents through survey.

CHAPTER 1- PROFILE
OF THE COMPANY

Basic information
1.1

Business type :- Company

Legal status :- private ltd. Company

Year of estabilishment :-1892

Number of employees:- 62,600

Address :- Atlanta, Georgia, United States

Phone number :- 1800 208 2653

Facebook :- https://www.facebook.com/CocaColaUnitedStates/

1.2NATURE OF THE ORGANIZATION

The Coca-Cola Company is an American multinational corporation, and manufacturer,
retailer, and marketer of non alcoholic beverage concentrates and syrups. The company is
best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith
Pemberton in Atlanta, Georgia. The Coca-Cola formula and brand were fully bought with
US$2,300 in 1889 by Asa Griggs Candler, who incorporated The Coca-Cola Company in
Atlanta in 1892.The Coca-Cola Company produces concentrate, which is then sold to
licensed Coca-Cola bottlers throughout the world. The bottlers, who hold exclusive
territory contracts with the company, produce the finished product in cans and bottles
from the concentrate, in combination with filtered water and sweeteners. A typical 12-
US-fluid-ounce (350 ml) can contains 38 grams (1.3 oz) of sugar (usually in the form of
high fructose corn syrup). The bottlers then sell, distribute, and merchandise Coca-Cola
to retail stores, restaurants, and vending machines throughout the world. The Coca-Cola
Company also sells concentrate for soda fountains of major restaurants and foodservice
distributors.

The Coca-Cola Company has on occasion introduced other cola drinks under the Coke
name. The most common of these is Diet Coke, along with others including Caffeine-
Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-
Cola Vanilla, and special versions with lemon, lime, and coffee. Based on Interbrand's
"best global brand" study of 2015, Coca-Cola was the world's third most valuable brand
after Apple and Google. In 2013, Coke products were sold in over 200 countries
worldwide, with consumers downing more than 1.8 billion company beverage servings
each day.

1.3 HISTORY OF COCA-COLA

Coca-Cola, or Coke is a carbonated soft drink manufactured by The Coca-Cola

Company. Originally intended as a patent medicine, it was invented in the late 19th
century by John Pemberton and was bought out by businessman Asa Griggs Candler,
whose marketing tactics led Coca-Cola to its dominance of the world soft-drink market
throughout the 20th century. The drink's name refers to two of its original
ingredients: coca leaves, and kola nuts (a source of caffeine). The current formula of
Coca-Cola remains a trade secret, although a variety of reported recipes and experimental
recreations have been published.
The Coca-Cola Company produces concentrate, which is then sold to licensed Coca-Cola
bottlers throughout the world. The bottlers, who hold exclusive territory contracts with
the company, produce the finished product in cans and bottles from the concentrate, in
combination with filtered water and sweeteners. A typical 12-US-fluid-ounce (350 ml)
can contains 38 grams (1.3 oz) of sugar (usually in the form of high fructose corn syrup).
The bottlers then sell, distribute, and merchandise Coca-Cola to retail stores, restaurants,
and vending machines throughout the world. The Coca-Cola Company also sells
concentrate for soda fountains of major restaurants and foodservice distributors.
The Coca-Cola Company has on occasion introduced other cola drinks under the Coke
name. The most common of these is Diet Coke, along with others including Caffeine-
Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Zero Sugar, Coca-Cola
Cherry, Coca-Cola Vanilla, and special versions with lemon, lime, and coffee. Based
on Interbrand's "best global brand" study of 2015, Coca-Cola was the world's third most
valuable brand, after Apple and Google. In 2013, Coke products were sold in over 200
countries worldwide, with consumers drinking more than 1.8 billion company beverage
servings each day.
Confederate Colonel John Pemberton, who was wounded in the American Civil War and
became addicted to morphine, began a quest to find a substitute for the problematic
drug. The prototype Coca-Cola recipe was formulated at Pemberton's Eagle Drug and
Chemical House, a drugstore in Columbus, Georgia, originally as a coca wine. He may
have been inspired by the formidable success of Vin Mariani, a French-Corsican coca
wine. It is also worth noting that a Spanish drink called "Kola Coca" was presented at a
contest in Philadelphia in 1885, a year before the official birth of Coca-Cola. The rights
for this Spanish drink were bought by Coca-Cola in 1953.
In 1885, Pemberton registered his French Wine Coca nerve tonic. In 1886, when Atlanta
and Fulton County passed prohibition legislation, Pemberton responded by developing
Coca-Cola, a nonalcoholic version of French Wine Coca. The first sales were at Jacob's
Pharmacy in Atlanta, Georgia, on May 8, 1886.  It was initially sold as a patent
medicine for five cents[14] a glass at soda fountains, which were popular in the United
States at the time due to the belief that carbonated water was good for the
health. Pemberton claimed Coca-Cola cured many diseases, including morphine
addiction, indigestion, nerve disorders, headaches, and impotence.

In Charles Howard Candler's 1950 book about his father, he stated: "On August 30th
[1888], he [Asa Candler] became sole proprietor of Coca-Cola, a fact which was stated
on letterheads, invoice blanks and advertising copy."
With this action on August 30, 1888, Candler's sole control became technically all true.
Candler had negotiated with Margaret Dozier and her brother Woolfolk Walker a full
payment amounting to $1,000, which all agreed Candler could pay off with a series of
notes over a specified time span. By May 1, 1889, Candler was now claiming full
ownership of the Coca-Cola beverage, with a total investment outlay by Candler for the
drink enterprise over the years amounting to $2,300.
In 1914, Margaret Dozier, as co-owner of the original Coca-Cola Company in 1888,
came forward to claim that her signature on the 1888 Coca-Cola Company bill of sale
had been forged. Subsequent analysis of certain similar transfer documents had also
indicated John Pemberton's signature was most likely a forgery, as well, which some
accounts claim was precipitated by his son Charley.On September 12, 1919, Coca-Cola
Co. was purchased by a group of investors for $25 million and reincorporated. The
company publicly offered 500,000 shares of the company for $40 a share.
In 1986, The Coca-Cola Company merged with two of their bottling operators (owned by
JTL Corporation and BCI Holding Corporation) to form Coca-Cola Enterprises Inc.
(CCE).
In December 1991, Coca-Cola Enterprises merged with the Johnston Coca-Cola Bottling
Group, Inc.

1.4
NEW COKE

On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of
the drink with "New Coke". Follow-up taste tests revealed most consumers preferred the
taste of New Coke to both Coke and Pepsi but Coca-Cola management was unprepared
for the public's nostalgia for the old drink, leading to a backlash. The company gave in to
protests and returned to a variation of the old formula using high fructose corn syrup
instead of cane sugar as the main sweetener, under the name Coca-Cola Classic, on July
10, 1985.
21st century
On July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the
first time since the Arab League boycotted the company in 1968.
In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-
Cola". The word "Classic" was removed because "New Coke" was no longer in
production, eliminating the need to differentiate between the two. The formula remained
unchanged. In January 2009, Coca-Cola stopped printing the word "Classic" on the labels
of 16-US-fluid-ounce (470 ml) bottles sold in parts of the southeastern United States. The
change is part of a larger strategy to rejuvenate the product's image. The word "Classic"
was removed from all Coca-Cola products by 2011.
In November 2009, due to a dispute over wholesale prices of Coca-Cola
products, Costco stopped restocking its shelves with Coke and Diet Coke for two months;
a separate pouring rights deal in 2013 saw Coke products removed from Costco food
courts in favor of Pepsi. Some Costco locations (such as the ones in Tucson, Arizona)
additionally sell imported Coca-Cola from Mexico with cane sugar instead of corn syrup
from separate distributors. Coca-Cola introduced the 7.5-ounce mini-can in 2009, and on
September 22, 2011, the company announced price reductions, asking retailers to sell
eight-packs for $2.99. That same day, Coca-Cola announced the 12.5-ounce bottle, to sell
for 89 cents. A 16-ounce bottle has sold well at 99 cents since being re-introduced, but
the price was going up to $1.19.
In 2012, Coca-Cola resumed business in Myanmar after 60 years of absence due to U.S.-
imposed investment sanctions against the country. Coca-Cola's bottling plant will be
located in Yangon and is part of the company's five-year plan and $200 million
investment in Myanmar. Coca-Cola with its partners is to invest USD 5 billion in its
operations in India by 2020. In 2013, it was announced that Coca-Cola Life would be
introduced in Argentina that would contain stevia and sugar.

PRODUCTION
Ingredients

 Carbonated water
 Sugar (sucrose or high-fructose corn syrup (HFCS) depending on country of
origin)
 Caffeine
 Phosphoric acid
 Caramel color (E150d)
 Natural flavorings
A typical can of Coca-Cola (12 fl ounces/355 ml) contains 38 grams of sugar (usually in
the form of HFCS), 50 mg of sodium, 0 grams fat, 0 grams potassium, and 140
calories.On May 5, 2014, Coca-Cola said it is working to remove a controversial
ingredient, brominated vegetable oil, from all of its drinks.
FORMULA OF NATURAL FLAVORINGS
The exact formula of Coca-Cola's natural flavorings (but not its other ingredients, which
are listed on the side of the bottle or can) is a trade secret. The original copy of the
formula was held in SunTrust Bank's main vault in Atlanta for 86 years. Its predecessor,
the Trust Company, was the underwriter for the Coca-Cola Company's initial public
offering in 1919. On December 8, 2011, the original secret formula was moved from the
vault at SunTrust Banks to a new vault containing the formula which will be on display
for visitors to its World of Coca-Cola museum in downtown Atlanta.

According to Snopes, a popular myth states that only two executives have access to the
formula, with each executive having only half the formula. However, several sources
state that while Coca-Cola does have a rule restricting access to only two executives,
each knows the entire formula and others, in addition to the prescribed duo, have known
the formulation process.
On February 11, 2011, Ira Glass said on his PRI radio show, This American Life,
that TAL staffers had found a recipe in "Everett Beal's Recipe Book", reproduced in the
February 28, 1979, issue of The Atlanta Journal-Constitution, that they believed was
either Pemberton's original formula for Coca-Cola, or a version that he made either
before or after the product hit the market in 1886. The formula basically matched the one
found in Pemberton's diary. Coca-Cola archivist Phil Mooney acknowledged that the
recipe "could ... be a precursor" to the formula used in the original 1886 product, but
emphasized that Pemberton's original formula is not the same as the one used in the
current product.
1.5 Objectives
The main objectives for the Coca-Cola Company are to be globally known as a business that
conducts business responsibility and ethically and to accelerate sustainable growth to operate in
tomorrow's world. By having these objectives, it forms the foundation for companies in the
decision making process.

Strategies and Tactics

The Coca-Cola company aims to be globally known, they do this by targeting different areas
across the globe with different products, gaining their brand name and popularity. All the bottling
partners work closely with their customers such as convenience stores, grocery stores, movie
theatres and street vendors to create and use localized strategies developed in partnership with the
Company. Their competition with other beverage companies are also narrowed down as they own
various brands that could be possible competition. For example, the company sells Coke without
the competition of other popular soft drink brands like Sprite and Fanta because the company
owns those brands as well. The company often reviews and evaluates their business plans and
performance to improve their earnings and analyse their competitive position in the market. They
make decisions in realigning their business models to match the objectives of the company by
using strategies and tactics in the analysis of their performance. 

1.6 Needs
In coca cola, marketing main idea is to serve it cold, so we can say that, they focus
more on hot areas of the world, i.e. middle east etc and their sale increase in
summer.
The market needs vary with time and coca cola introduces its product over time.

1.7 Scope
Coca cola is engaged in single industry sector i.e. how specialized the firm is in
terms of the range of products it supplies. The geographical spread of activities for
the firm. whether a company operates globally or in a certain area.

1.8 Company’s vision and mission

Mission

Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.

 To refresh the world...

 To inspire moments of optimism and happiness...
 To create value and make a difference.

Vision

vision serves as the framework for our Roadmap and guides every aspect of our business
by describing what we need to accomplish in order to continue achieving sustainable,
quality growth.

 People: Be a great place to work where people are inspired to be the best they can
be.
 Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate
and satisfy people's desires and needs.
 Partners: Nurture a winning network of customers and suppliers, together we
create mutual, enduring value.
 Planet: Be a responsible citizen that makes a difference by helping build and
support sustainable communities.
 Profit: Maximize long-term return to shareowners while being mindful of our
overall responsibilities.
 Productivity: Be a highly effective, lean and fast-moving organization.
Winning Culture

Winning Culture defines the attitudes and behaviors that will be required of us to make
our 2020 Vision a reality.

Values

values serve as a compass for our actions and describe how we behave in the world.

 Leadership: The courage to shape a better future

 Collaboration: Leverage collective genius
 Integrity: Be real
 Accountability: If it is to be, it's up to me
 Passion: Committed in heart and mind
 Diversity: As inclusive as our brands
 Quality: What we do, we do well

Focus on the Market

 Focus on needs of our consumers, customers and franchise partners

 Get out into the market and listen, observe and learn
 Possess a world view
 Focus on execution in the marketplace every day
 Be insatiably curious

Work Smart

 Act with urgency

 Remain responsive to change
 Have the courage to change course when needed
 Remain constructively discontent
 Work efficiently

Act Like Owners

 Be accountable for our actions and inactions

  Steward system assets and focus on building value
 Reward our people for taking risks and finding better ways to solve problems
 Learn from our outcomes -- what worked and what didn’t

Be the Brand

 Inspire creativity, passion, optimism and fun

1.9 PRODUCT RANGE OF THE COMPANY

Product Range of Coca Cola : The Coca-Cola Company (NYSE: KO) is a beverage
retailer, manufacturer and marketer of non-alcoholic beverage concentrates and syrups.
The company is best known for its flagship product Coca-Cola, invented by pharmacist
John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by
Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake
Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200
countries or territories and serves 1.6 billion servings each day.[3]
The company operates a franchised distribution system dating from 1889 where The
Coca-Cola Company only produces syrup concentrate which is then sold to various
bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company
owns its anchor bottler in North America, Coca-Cola Refreshments.
The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the
NYSE and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell 1000
Growth Stock Index. Its current chairman and CEO is Muhtar Kent.
Company aim to anticipate and identify consumer preferences for ideal products, and to
provide them in packaging at the right time and place, at prices that are affordable.
The product range is being constantly broadened by bringing new vitality to the iconic
carbonated beverage brands.
At the same time, an increasing variety of non-carbonated drinks – including waters, teas,
coffees, juices, and sports and energy products – are being developed to meet the desires
Significantly, more products are being adapted or specifically created to expand our
wellness segment
To present our products attractively and conveniently, we develop containers and
packaging using the most hygienic and energy-efficient materials, while designing shapes
and sizes with appealing and informative graphics.

Among the more than 30 different water brands available through our system, we have
introduced waters flavoured with fruits, berries and herbal extracts, and supplemented with
vitamins. Waters have also been enlivened with varying degrees of carbonation.

Our range is intended to provide everyone with the opportunity to choose high quality,
pleasantly-flavoured varieties that suit their lifestyles while contributing to their wellness.
New 'NaturAqua Emotion' mineral water flavours in Hungary

The NaturAqua Emotion flavoured water in Hungary launched two exciting new flavours at
the beginning of July: Mango with Guave and Rhubarb with Mint.

The new water flavours are mildly carbonated, in order to boost the flavour experience and
add refreshment to the product. The products come in unique green packaging with colour
coded caps.

The two new water flavours contain 15 calories per 100 ml.
The product range of Coca-Cola includes:
1. Coca cola
2. Coca cola classic
3. Caffeine free coca cola
4. Diet coke
5. Caffeine free diet coke
6. Diet coke with lemon
 7. Vanilla coke
8. Diet vanilla coke
9. Cherry coke
10. Diet cherry coke
11. Fanta brands soft drinks
12. Sprite
13. Diet sprite
14. Sprite remix 33

1.10 Size
The statistic presents the total number of Coca-Cola's employees worldwide from 2007 to
2018. In 2018, the Coca-Cola Company employed some 62 thousand people worldwide,
down from about 100 thousand employees in 2016. Coca-Cola's revenue amounted to
about 35 billion U.S. dollars worldwide this year. More than 700,000 associates create
the Coca-Cola system. Each associate brings his or her unique talents and ideas to work
every day to help the Coca-Cola system achieve the goals outlined in our 2020 Vision.
Associates also represent Coca-Cola in their communities and are ambassadors of our
brands to the world. Ensuring our associates are happy, healthy and treated fairly and
with respect is at the core of our business philosophy and success. We strive to create
open work environments as diverse as the markets we serve, where people are inspired to
create superior results. We also aim to create environments where people are fully
engaged and where the Company is viewed both internally and externally as an employer
of choice.

Financial turnover of coca cola

Coca-Cola annual/quarterly cost of goods sold history and growth rate from 2006 to
2019. Cost of goods sold can be defined as the difference between beginning and ending
inventories for tangible products resulting in an expense that reflects production and sales
costs.

 Coca-Cola cost of goods sold for the quarter ending June 30, 2019 was $3.921B,
a 10.67% increase year-over-year.
 Coca-Cola cost of goods sold for the twelve months ending June 30, 2019
was $12.400B, a 0.29% increase year-over-year.
 Coca-Cola annual cost of goods sold for 2018 was $11.77B, a 11.2%
decline from 2017.
 Coca-Cola annual cost of goods sold for 2017 was $13.255B, a 19.5%
decline from 2016.
 Coca-Cola annual cost of goods sold for 2016 was $16.465B, a 5.82%
decline from 2015.
1.11 Organizational structure of the company
Organizational structure of coca cola has characteristics of both mechanical and organic
structure. The company has a centralized structure but recently there is a twist, it is
moving from centralized to decentralized structure.

The Coca-Cola Company has a Separate International Division Structure because its
international staffs operate separately and in isolation from head office. It has various
divisions in all continents around the world with presidents that control each continental
division. Coca-Cola has 5 continental divisions.
 Eurasia & Africa Group
 Europe Group
 Latin America Group
 North America Group
 Pacific Group
Each Continental division has vice presidents that control sub-divisions based on regions
or countries. This structure is efficient for Coca-Cola since it is a very large company.

1.12 Market share and the position of the company

Approximately 60% of the global non-alcoholic beverages industry is

controlled by Coca-Cola and pepsi. Of this 60%, the split between Coca-
Cola and Pepsi, respectively, is about 40% to 20%. This average is on a
global and U.S. domestic basis. Worldwide CSD volumes were up 1% in 2013 in a
declining global market, led by Coca-Cola, with growth also coming from Fanta and Sprite.

The growing role of still drinks in the Coca-Cola portfolio saw sparkling beverage growth
slightly behind group volumes as a whole at +2% in 2014, although the company did claim
increased global market share in both volumes and value. Coke, Sprite and Fanta were again
the drive brands.

The Coca-Cola Co's global sparkling beverage growth in 2015 was 1%, with a 3% increase
for Sprite and 6% for Coca-Cola Zero. These performances were offset, however, by a 6%
decrease for Diet Coke/Coke Light.
CSD volumes were flat for Coca-Cola as a whole in 2016, and volumes dropped 1% in 2017.
Coca-Cola Zero Sugar became a significant part of the company's sparkling beverage armoury
in response to consumer trends and regulatory pressures over sugar content in some countries.
The brand was launched in 2016 in France, Belgium, the Netherlands and Ireland, after its
initial launch in the UK, and was rolled out to Australia and South Africa last year.

1.13 Research methodology

The term "research methods" typically refers to the strategy or plan that a researcher has
devised in order to gather data. While "research methodology" sounds similar to
"research method," research methodology refers to the body of practices that govern the
acquisition of knowledge within a given field. 
 Effective marketing strategy has played a critical role for Coca Cola’s success in the
global marketplace. The company has declared its total compliance with the following 4
principles of Responsible Marketing Policy:
1. Choice – providing a great range of product options, so that customers can choose
according to balanced diets and active lifestyles.
2. Balance – encouraging the consumption of beverages in sensible manners and
moderated amounts.
3. Honesty – adhering to the principles of honesty and transparency in all marketing
and sales activities.
4. No marketing to children – marketing of any products should not be aimed at
children under the age of 12.
In addition to its own marketing initiatives, Coca Cola provides promotional and
marketing services to distributors, bottlers and resellers on a discretionary basis. In 2014
marketing expenses of this category amounted to $7 billion respectively.
The company has announced ‘One Brand’ marketing campaign that is aimed to unite four
different brands – Coca Cola, Diet Coke, Coca Cola Zero and Coca Cola Life under the
umbrella of Coca Cola. The level of marketing spending to advertise lower sugar, no
sugar and no calorie beverages has been doubled in 2015
 USE OF STIMULANTS IN FORMULA

AN EARLY COCA-COLA ADVERTISEMENT.

When launched, Coca-Cola's two key ingredients were cocaine and caffeine. The cocaine

was derived from the coca leaf and the caffeine from kola nut (also spelled "cola nut" at
the time), leading to the name Coca-Cola.
Coca – cocaine
Pemberton called for five ounces of coca leaf per gallon of syrup (approximately 37 g/L),
a significant dose; in 1891, Candler claimed his formula (altered extensively from
Pemberton's original) contained only a tenth of this amount. Coca-Cola once contained an
estimated nine milligrams of cocaine per glass. (For comparison, a typical dose or "line"
of cocaine is 50–75 mg. In 1903, it was removed.
After 1904, instead of using fresh leaves, Coca-Cola started using "spent" leaves – the
leftovers of the cocaine-extraction process with trace levels of cocaine. Since then, Coca-
Cola uses a cocaine-free coca leaf extract prepared at a Stepan Company plant
in Maywood, New Jersey.
In the United States, the Stepan Company is the only manufacturing plant authorized by
the Federal Government to import and process the coca plant, which it obtains mainly
from Peru and, to a lesser extent, Bolivia. Besides producing the coca flavoring agent for
Coca-Cola, the Stepan Company extracts cocaine from the coca leaves, which it sells
to Mallinckrodt, a St. Louis, Missouri, pharmaceutical manufacturer that is the only
company in the United States licensed to purify cocaine for medicinal use.
Long after the syrup had ceased to contain any significant amount of cocaine, in the
southeastern U.S., "dope" remained a common colloquialism for Coca-Cola, and "dope-
wagons" were trucks that transported it. The traditional shape of the bottle is said to
resemble the seed-pod of the coca bush, memorializing the cocaine recipe.
Kola nuts – caffeine
Kola nuts act as a flavoring and the source of caffeine in Coca-Cola. In Britain, for
example, the ingredient label states "Flavourings (Including Caffeine)." Kola nuts contain
about 2.0 to 3.5% caffeine, are of bitter flavor, and are commonly used in cola soft
drinks. In 1911, the U.S. government initiated United States v. Forty Barrels and Twenty
Kegs of Coca-Cola, hoping to force Coca-Cola to remove caffeine from its formula. The
case was decided in favor of Coca-Cola. Subsequently, in 1912, the U.S. Pure Food and
Drug Act was amended, adding caffeine to the list of "habit-forming" and "deleterious"
substances which must be listed on a product's label.
Coca-Cola contains 34 mg of caffeine per 12 fluid ounces (9.8 mg per 100 ml).
Franchised production model
The actual production and distribution of Coca-Cola follows a franchising model. The
Coca-Cola Company only produces a syrup concentrate, which it sells to bottlers
throughout the world, who hold Coca-Cola franchises for one or more geographical areas.
The bottlers produce the final drink by mixing the syrup with filtered water and
sweeteners, and then carbonate it before putting it in cans and bottles, which the bottlers
then sell and distribute to retail stores, vending machines, restaurants, and food service
distributors.
The Coca-Cola Company owns minority shares in some of its largest franchises, such
as Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company,
and Coca-Cola FEMSA, but fully independent bottlers produce almost half of the volume
sold in the world. Independent bottlers are allowed to sweeten the drink according to
local tastes.
The bottling plant in Skopje, Macedonia, received the 2009 award for "Best Bottling
Company"

1.15 LOGO DESIGN

The Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason
Robinson, in 1885. Robinson came up with the name and chose the logo's distinctive
cursive script. The writing style used, known as Spencerian script, was developed in the
mid-19th century and was the dominant form of formal handwriting in the United States
during that period.
Robinson also played a significant role in early Coca-Cola advertising. His promotional
suggestions to Pemberton included giving away thousands of free drink coupons and
plastering the city of Atlanta with publicity banners and streetcar signs.

CONTOUR BOTTLE DESIGN

The Coca-Cola bottle, called the "contour bottle" within the company, was created by
bottle designer Earl R. Dean and Coca-Cola's general counsel, Harold Hirsch. In 1915,
The Coca-Cola Company was represented by their general counsel to launch a
competition among its bottle suppliers as well as any competition entrants to create a new
bottle for their beverage that would distinguish it from other beverage bottles, "a bottle
which a person could recognize even if they felt it in the dark, and so shaped that, even if
broken, a person could tell at a glance what it was."
Chapman J. Root, president of the Root Glass Company of Terre Haute, Indiana, turned
the project over to members of his supervisory staff, including company auditor T. Clyde
Edwards, plant superintendent Alexander Samuelsson, and Earl R. Dean, bottle designer
and supervisor of the bottle molding room. Root and his subordinates decided to base the
bottle's design on one of the soda's two ingredients, the coca leaf or the kola nut, but were
unaware of what either ingredient looked like. Dean and Edwards went to the Emeline
Fairbanks Memorial Library and were unable to find any information about coca or kola.
Instead, Dean was inspired by a picture of the gourd-shaped cocoa pod in
the Encyclopædia Britannica. Dean made a rough sketch of the pod and returned to the
plant to show Root. He explained to Root how he could transform the shape of the pod
into a bottle. Root gave Dean his approval.
Faced with the upcoming scheduled maintenance of the mold-making machinery, over
the next 24 hours Dean sketched out a concept drawing which was approved by Root the
next morning. Dean then proceeded to create a bottle mold and produced a small number
of bottles before the glass-molding machinery was turned off.
Chapman Root approved the prototype bottle and a design patent was issued on the bottle
in November 1915. The prototype never made it to production since its middle diameter
was larger than its base, making it unstable on conveyor belts. Dean resolved this issue
by decreasing the bottle's middle diameter. During the 1916 bottler's convention, Dean's
contour bottle was chosen over other entries and was on the market the same year. By
1920, the contour bottle became the standard for The Coca-Cola Company. A revised
version was also patented in 1923. Because the Patent Office releases the Patent
Gazette on Tuesday, the bottle was patented on December 25, 1923, and was nicknamed
the "Christmas bottle." Today, the contour Coca-Cola bottle is one of the most recognized
packages on the planet..."even in the dark!"
As a reward for his efforts, Dean was offered a choice between a $500 bonus or a lifetime
job at the Root Glass Company. He chose the lifetime job and kept it until the Owens-
Illinois Glass Company bought out the Root Glass Company in the mid-1930s. Dean
went on to work in other Midwestern glass factories.
One alternative depiction has Raymond Loewy as the inventor of the unique design, but,
while Loewy did serve as a designer of Coke cans and bottles in later years, he was in
the French Army the year the bottle was invented and did not emigrate to the United
States until 1919. Others have attributed inspiration for the design not to the cocoa pod,
but to a Victorian hooped dress.
In 1944, Associate Justice Roger J. Traynor of the Supreme Court of California took
advantage of a case involving a waitress injured by an exploding Coca-Cola bottle to
articulate the doctrine of strict liability for defective products. Traynor's concurring
opinion in Escola v. Coca-Cola Bottling Co. is widely recognized as a landmark case in
U.S. law today.
CHAPTER-2
SWOT ANALYSIS OF COMPANY
 2.1 SWOT Analysis of Coca-Cola

The following is a SWOT analysis of Coca Cola:

Coca-Cola Strengths – Internal Strategic Factors

1. Strong brand identity – Coca-Cola is a highly popular brand with a unique

brand identity. Its soft drinks are the most-selling drinks in history.
2. Highest brand equity – Coca-Cola is undoubtedly one of the most renowned
brands with the highest brand equity. It was also awarded ‘highest brand equity
award’ in 2011 by Interbrand.
3. Extended global reach – It is sold in more than 200 countries with 9 billion
servings per day of Company products. It has introduced more than 500 new products
globally. Some of these are variations of Coca-Cola beverage, like Coco Cola Vanilla and
Cherry Coca-Cola. Its brands are known to touch every lifestyle and demography.
4. Greatest brand association and customer loyalty – Coca-Cola is considered
one of US’s most emotionally-connected brands. This valuable brand is associated with
‘happiness’ and has strong customer loyalty. Customers can quickly identify their
particular taste. Finding its substitutes is difficult for them. Moreover, Coca-Cola and
Fanta have a huge fan following than other beverage names in the industry.
5. Largest Brand Valuation – Coca-Cola is listed as the 3rd Best Global Brand on
Inter brand’s annual ranking. Having an estimated brand value of $79.96 billion, it has
retained the top position for many years.
6. Dominant Market Share – Out of Coca-Cola and Pepsi, the only two largest
manufacturers of soft drinks in the beverage segment, Coca-Cola has the largest market
share. Coke, Sprite, Diet Coke, Fanta, Limca, and Maaza are the highest growth drivers
for Coca-Cola.
7. Unparalleled distribution system – Coca-Cola has the most efficient and most
extensive distribution network in the world. The company has nearly 250 bottling
partners globally.
8. Acquisitions – Coca-Cola acquired AdeS in 2016. AdeS is the largest soy-based
beverage brand in Latin America. Through this acquisition, Coca-Cola expanded its
ready-to-drink beverage portfolio.
 Coca-Cola Weaknesses – Internal Strategic Factors

1. Aggressive competition with Pepsi – Pepsi is the biggest rival of Coca-Cola.

Had it not been Pepsi, Coca-Cola would have been the clear market leader in the
beverage.
2. Product diversification – Coca-Cola has low product diversification. Where
Pepsi has launched many snacks items like Lays and Kurkure, Coca-Cola is lagging in
this segment. It gives Pepsi leverage over Coca-Cola.
3. Health concerns –Carbonated drinks are one of the major sources of  sugar
intake. It results in two grave health issues – obesity and diabetes. Coca-Cola is the
biggest manufacturer of carbonated beverages. Many health experts have prohibited the
use of these soft drinks. It is a controversial issue for the company. However, Coca-Cola
hasn’t devised any health alternative or solution for this problem yet.

Coca-Cola Opportunities – External Strategic Factors

1. Introduce new products and diversify its segments – Coca-Cola has the
opportunity to introduce new offerings in health and food segments just like Pepsi. It can
contribute to their revenue, and they can branch out from carbonated drink.
2. Increase presence in developing nations – Many regions with hot climate have the
highest consumption for cold drinks. Thus, increasing presence in such locations can be
excellent – Middle Eastern and African countries are a good example.
3. Bring advanced supply chain system – Coca Cola’s business is entirely dependent
upon logistics and supply chain. Transportation costs and fuel prices are always on the
rise. Thus, coming up with some advanced and improved systems for distribution can be
an opportunity.
4. Packaged drinking water – Coca-Cola owns several packaged drinking water
brands like Kinley. There is a great potential for expansion in this segment for Coca-
Cola. There is an opportunity to expand and bring more healthy drinks in the market to
avoid people’s criticism.
 Coca-Cola Threats – External Strategic Factors

1. Water usage controversy – Coca-Cola has faced many criticisms over its water
management issue. Many social and environmental groups have claimed that the
company has a vast consumption of water in water-scarce regions. Besides, people have
alleged that Coca-Cola is polluting water and mixing pesticides in water to clear
contaminants.
2. Packaging controversy – Greenpeace censured Coca-Cola in its published report
in 2017 for its use of single-use plastic bottles. It has also been criticized over its
recycling and renewable sources.
3. Direct and indirect competition – Although direct competition from Pepsi is
clear in the market, however, there are many other companies which are indirectly
competing with Coca-Cola. Starbucks, Costa Coffee, Tropicana, Lipton juices, and
Nescafe, are the indirect competitors of Coca-Cola which can threaten its market
position.
 2.2 Recommendations

Based on the above SWOT analysis of Coca-Cola, we can conclude that Coca-Cola has
a definitive market position in the soda industry. However, it is recommended to bring
more innovative changes.

Some recommendations are explained as follows:

1. Stepping into the food market – Coca-Cola needs to introduce new

products in snacks and food segments.
2. Focusing on health-related matters – It should bring some solution to address the
rising health concerns from social activists.
3. Improving its water management system and dealing with the criticisms from
environmental agencies.
4. Expanding into developing countries with humid temperatures – There are many
products of Coca-Cola like Fuze Tea, Dasani and Hi-C which aren’t distributed in many
developing countries. Coca-Cola needs to increase the distribution of such products.
5. Increasing the distribution of packaged drinking water like Kinley.
6. Working on sustainability and green marketing It can improve its brand image in
the market.
CHAPTER-3 FUNCTIONAL ANALYSIS
OF COMPANY
3.1 Marketing

Coca Cola is world’s leading soft drink maker and operates in more than 200 countries
around the world. It sells a variety of sparkling and still beverages. It generates 60% of its
revenue and about 80% of its operating profit from outside the United States. It has
strong brand recognition across the globe. According to business insider, approximately
94% of the world population is aware of the red & white logo of Coca Cola.

Segmentation helps the brand to define the appropriate products for specific customer

group; Coca Cola doesn’t target a specific segment but adapts its marketing strategy by
developing new products.

Similarly it uses mix of undifferentiated & mass marketing strategies as well as niche

marketing for certain products in order to drive sales in the competitive market. Its Cola
is popular worldwide & is liked by people of all age group while the diet coke targets
niche segment for people who are more health conscious.

Coca Cola uses competitive positioning strategy to be way ahead of its competitors in the

Non-alcoholic beverages market.

Customer relationship management is managing the interactions between them.

 customers, clients, sales prospects and the company. CRM needs technology to
organize sales activities, marketing, technical support and customer service. The Aim is
to find new clients, retain the old customer those the company already have and reduce
the cost of marketing and the service provide to the customers. CRM shows the company
strategy including the customer interface department and other departments.

“Customer relationship management is the development and maintenance of mutually

beneficial long-term relationships with strategically significant customers.”
CRM support the relationship between a business and its customers are to

 Acquire
 Enhance
 Retain

Relationship marketing that views customers as assets and emphasizes retaining

customers by nurturing and sustaining a relationship with them. It involves building the
value for the customer and giving the perception that the company and the customer are
partners. Relationship marketing creates bonds with customers bu fully understanding
and responding to their needs, requirements and problems with customized personal
service.

Marketing Mix is used to indicate the integrating of several variables to satisfy specific
consumer needs. The task of the marketing manager is to form these variables into
marketing mix that meets the needs of each consumer group or market segment targeted
by the company. The most widely used marketing mix is the “Four Ps”

1. Product
2. Price
3. Promotion
4. Place

3.2. Human resource management

It is designed by the HR Department to maximize employee performance in service of an

employer's strategic objectives.HR is primarily concerned with the management of
people within organizations, focusing on policies and on systems. HR departments are
responsible for overseeing employee-benefits design, employee recruitment, training and
development, performance appraisal, and rewarding (e.g., managing pay and benefit
systems). HR also concerns itself with organizational change and industrial relations, that
is, the balancing of organizational practices with requirements arising from collective
bargaining and from governmental laws.
OBJECTIVES OF HUMAN RESOURCE MANAGEMENT

1. To help the organization to attain its goals effectively and efficiently by providing
competent and motivated employees.
2. To utilize the available human resources effectively.
3. To increase to the fullest the employee’s job satisfaction and self-actualisation.
4. To develop and maintain the quality of work life (QWL) which makes employment
in the organization a desirable personal and social situation.
5. To help maintain ethical policies and behaviour inside and outside the organization.
6. To establish and maintain cordial relations between employees and management.
7. To reconcile individual/group goals with organizational goals.

SCOPE
1. HRM in Personnel Management

This is typically direct manpower management that involves manpower planning, hiring
(recruitment and selection), training and development, induction and orientation, transfer,
promotion, compensation, layoff and retrenchment, employee productivity. The overall
objective here is to ascertain individual growth, development and effectiveness which
indirectly contribute to organizational development.

2. HRM in Employee Welfare

This particular aspect of HRM deals with working conditions and amenities at workplace.
This includes a wide array of responsibilities and services such as safety services, health
services, welfare funds, social security and medical services.

3. HRM in Industrial Relations

Since it is a highly sensitive area, it needs careful interactions with labor or employee
unions, addressing their grievances and settling the disputes effectively in order to
maintain peace and harmony in the organization.

3.3 TRAINING

Training is teaching, or developing in oneself or others, any skills and knowledge that
relate to specific useful competencies. Training has specific goals of improving one's
capability, capacity, productivity and performance. It forms the core of apprenticeships
and provides the backbone of content at institutes of technology (also known as technical
colleges or polytechnics). In addition to the basic training required for a trade, occupation
or profession, observers of the labor-market recognize as of 2008 the need to continue
training beyond initial qualifications: to maintain, upgrade and update skills throughout
working life. People within many professions and occupations may refer to this sort of
training as professional development.

TRAINING METHODS

 ON THE JOB TRAINING METHODS

 OFF THE JOB TRAINING METHODS

1. ON THE JOB TRAINING METHODS

On the job training method is the most common method of training in which a trainee is
placed on a specific job and taught the skills and knowledge necessary to perform it.

On-the-job training methods are as follows:

1. Job rotation

This training method involves movement of trainee from one job to another gain
knowledge and experience from different job assignments. This method helps the trainee
understand the problems of other employees.

2. Coaching

Under this method, the trainee is placed under a particular supervisor who functions as a
coach in training and provides feedback to the trainee. Sometimes the trainee may not get
an opportunity to express his ideas.

3. Job instructions

Also known as step-by-step training in which the trainer explains the way of doing the
jobs to the trainee and in case of mistakes, corrects the trainee.

4. Committee assignments

A group of trainees are asked to solve a given organizational problem by discussing the
problem. This helps to improve team work.
5. Internship training

Under this method, instructions through theoretical and practical aspects are provided to
the trainees. Usually, students from the engineering and commerce colleges receive this
type of training for a small stipend.

2. OFF THE JOB TRAINING METHOD

On the job training methods have their own limitations, and in order to have the overall
development of employee’s off-the-job training can also be imparted. The methods of
training which are adopted for the development of employees away from the field of the
job are known as off-the-job methods.

Off-the-job methods are as follows:

1. Case study method:

Usually case study deals with any problem confronted by a business which can be solved
by an employee. The trainee is given an opportunity to analyse the case and come out
with all possible solutions. This method can enhance analytic and critical thinking of an
employee.

2. Incident method:

Incidents are prepared on the basis of actual situations which happened in different
organizations and each employee in the training group is asked to make decisions as if it
is a real-life situation. Later on, the entire group discusses the incident and takes
decisions related to the incident on the basis of individual and group decisions.

3. Role play:

In this case also a problem situation is simulated asking the employee to assume the role
of a particular person in the situation. The participant interacts with other participants
assuming different roles. The whole play will be recorded and trainee gets an opportunity
to examine their own performance.

4. In-basket method:

The employees are given information about an imaginary company, its activities and
products, HR employed and all data related to the firm. The trainee (employee under
training) has to make notes, delegate tasks and prepare schedules within a specified time.
This can develop situational judgments and quick decision making skills of employees.
5. Business games:

According to this method the trainees are divided into groups and each group has to
discuss about various activities and functions of an imaginary organization. They will
discuss and decide about various subjects like production, promotion, pricing etc. This
gives result in co-operative decision making process.

6. Grid training:

It is a continuous and phased programme lasting for six years. It includes phases of
planning development, implementation and evaluation. The grid takes into consideration
parameters like concern for people and concern for people.

7. Lectures:

This will be a suitable method when the numbers of trainees are quite large. Lectures can
be very much helpful in explaining the concepts and principles very clearly, and face to
face interaction is very much possible.

8. Simulation:

Under this method an imaginary situation is created and trainees are asked to act on it.
For e.g., assuming the role of a marketing manager solving the marketing problems or
creating a new strategy etc.

9. Management education:

At present universities and management institutes gives great emphasis on management

education. For e.g., Mumbai University has started bachelors and postgraduate degree in
Management. Many management Institutes provide not only degrees but also hands on
experience having collaboration with business concerns.

10. Conferences:

A meeting of several people to discuss any subject is called conference. Each participant
contributes by analyzing and discussing various issues related to the topic. Everyone can
express their own view point.

3.4 DEVELOPMENT

Lots of time training is confused with development, both are different in certain respects
yet components of the same system. Development implies opportunities created to help
employees grow. It is more of long term or futuristic in nature as opposed to training,
which focus on the current job. It also is not limited to the job avenues in the current
organisation but may focus on other development aspects also.

At Goodyear, for example, employees are expected to mandatorily attend training

program on presentation skills however they are also free to choose a course on
‘perspectives in leadership through literature’. Whereas the presentation skills program
helps them on job, the literature based program may or may not help them directly.

Similarly many organisations choose certain employees preferentially for programs to

develop them for future positions. This is done on the basis of existing attitude, skills and
abilities, knowledge and performance of the employee. Most of the leadership programs
tend to be of this nature with a vision of creating and nurturing leaders for tomorrow.

The major difference between training and development therefore is that while training
focuses often on the current employee needs or competency gaps, development concerns
itself with preparing people for future assignments and responsibilities.

3.5 Production and operation

The Coca-Cola Company is selected for this project because it has one of the largest
supply chain systems in the world. The Coca-Cola Company is a beverage retailer,
manufacturer and marketer of non-alcoholic beverage concentrates and syrups. Coca-
Cola currently offers more than 500 brands in over 200 countries or territories and serves
1.6 billion servings each day. [1] The company is best known for its flagship product
Coca-Cola. The Coca-Cola Company headquartered in Atlanta, Georgia is the world’s
largest beverage company. Along with Coca-Cola, recognized as the world’s most
valuable brand, the Company markets four of the world’s top five nonalcoholic sparkling
brands, including Diet Coke, Fanta and Sprite, and a wide range of other beverages,
including diet and light beverages, waters, juices and juice drinks, teas, coffees, energy
and sports drinks. Coca-Cola is the best-selling soft drink in most countries. The Middle
East is one of the only regions in the world where Coca-Cola is not the number one soda
drink.

SUPPLY CHAIN GRAPHIC

The generic supply chain graphic of the beverage industry is generally the same as any
other industry with manufacturers, distributors, retailers and end consumers playing their
respective roles. We will further delve into Coca-Cola’s customized and somewhat
complex supply chain model in the proceeding diagrams.
SUPPLY CHAIN MANAGEMENT

Due to the vast nature of the company’s operations and its several product lines spread
throughout the world, we shall restrict the scope of this project towards the most
important brand produced by the company, its flagship brand Coca-Cola. This section
will entail a brief overview of the company’s supply chain.

The Coca-Cola Company follows a unique supply chain management system where the
company only produces syrup concentrate which is then sold to various bottlers
throughout the world who hold an exclusive territory. The Coca-Cola Company owns its
anchor bottler in North America by the name of Coca-Cola Refreshments. Other Coca-
Cola bottlers, who hold territorially exclusive contracts with the company, produce the
finished product in cans and bottles from the concentrate in combination with filtered
water and sweeteners. The bottlers then sell, distribute and merchandise the resulting
Coca-Cola product to retail stores, vending machines, restaurants and food service
distributors.

The Supply Chain of the company is divided into different levels. This report will mainly
be focusing on the downstream activities of the product which entails partnerships with
different bottlers, distributors and channels used to reach different retailers.

3.6 Finance

Balance sheet
Cash flow statement
3.7. ITes
The company’s focus had shifted from any further territorial growth but they could not
shy away from the addition of new products. In addition to this, the company’s
management also wanted a better system to manage their financial information and
provide data to aid in the decision making because currently, any custom report was
sought from multiple sources and compiled manually.

Since the company needed a solution that would not only be compatible companywide
but also facilitate the communication and other needs of the individual departments, ERP
emerged to be the way forward. This decision was backed by extensive research done by
employees to justify expenditures. Hence the executive committee steering this research
aided by the IT department gave ERP a go ahead.

The new system was anticipated to be capable of the following

Handling company growth

Communicating between departments

Producing customizable and robust reports

SAP was shortlisted as the ERP vendor which offered a product with the following
unique features to the bottling company:

Financial Module that could track profit, forecast sales and manage cash flows

Human Resources Module

Payroll Module

Feature to feed compensation, benefits and labour information to the financial modules to
generate accurate profit reports

Feature that automatically updated production scheduling, cost of goods and inventory to
the income statement

The ERP Software was purchased and the go-ahead was given for its implementation.
Inspite of the fact that the ERP software was capable of solving a majority of the
company’s existing problems, there was work to do with respect to its implementation
which by no standards is trivial. It is at this step that the company made the biggest
mistake of not hiring independent ERP consultants it had hired in the recommendation
and evaluation phase. They instead chose their own path for the implementation effort
which made it even more challenging.
The company had very limited staff in the IT department and most of its professional
staff was young and inexperienced. Yet they chose to assign way too much time
consuming implementation specific tasks to the staff who were not ERP experts. They
did not even have the proper ERP implementation training. They were expected to do
their regular job duties alongside of this extra work inspite of the fact that earlier the
independent ERP consultants had recommended that such employees should be given
extra help for their regular duties. The enormous workload of ERP implementation
placed a great deal of strain on the employees involved in the project.

Another major issue that the company started facing on front of the human resources was
communication, especially employee motivation. There were serious breakdowns in the
communication channel. There was lack of management support resulting in high levels
of attrition especially at senior levels. A majority of these were involuntary.

All the above factors rendered the ERP implementation off to a shaky start. Another
major issue at hand was the selection of a proper ERP implementation team because only
a selection of right employees would be able to overcome the communication barriers
and other minor obstacles. However, to add to the company’s misery, the selection leads
to further project and personnel issues. Not paying any heed to the consultants advice, the
company did not chose the best candidates for the job with most people having worked
for the company only for a couple of months and hence were unfamiliar to the intricacies
of the manufacturing environment. The company adopted the sole selection criteria to be
graduates in Management Information Systems which were not appropriate.
CHAPTER – 4 LESSONS LEARNT
I am happy to complete my internship in coca cola under marketing department. To my
own experience the working environment of the organization is very inspiring. The
organization is always keen to implement new rules and actions for improvement. Market
Development Department is really working hard and every day they are coming up with
new unique and innovative ideas to wide spread their business. If this effort goes on than
they can able to cover the untapped markets, increase their distribution reach and which
will also ensure future source of business.

I was interning with “coca cola” It was a great experience to work under such supporting
staff and management. The senior staffs were also very encouraging and always ready to
guide us with all the experience they had.

I also learnt the procedure and the documentation that are necessary in processing

During my internship, I came to know about some terms in details.

The internship was an opportunity to test-drive my career without making any serious

Commitments. It provided me with experiences, lessons, and the tools that will be

Required in the future.

Doing an internship was a great choice because it gave me the feel of work without

Getting into the deep end straight away. It gave me the opportunity to grow and learn

before entering the working world

.
Questionnaire
 NAME:
..............................................................................
 GENDER:
a) Male b) Female

 Do you drink Soft drinks?

a) Yes
b) No

 How often do you have soft drinks per week?

a) Once a week
b) Twice a week
c) Thrice a week
d) Everyday
e) Rarely

 What drink comes to your mind when you think of soft drinks?
a) Coca-Cola
b) Pepsi
c) Other products of Coca-Cola
d) Other products of Pepsi
e) Other drinks

 What quantity do you usually prefer to buy?

a) 200-250 ml Glass bottle
b) 300 ml Can
c) 500 ml Pet bottle
d) 1 litre
e) 2 litre

 What do you feel about Coca-Cola product range?

a) Excellent
b) Good
c) Satisfactory
d) Below Satisfactory
e) Bad
  What occasions do you prefer to buy Coca-Cola products?
a) Festivals
b) Picnics
c) Parties
d) Cinemas
e) Just like that

 What is your most preferred channel for purchasing Coca-Cola products?

a) Super markets
b) Retails
c) Vendor Machines
d) Pubs & Restaurants
e) Multiplexes

 How much do you spend on Coca-Cola products per week?

a) 50-100
b) 100-150
c) 150-200
d) Above 200

 Put (X) mark in which ever you feel is appropriate?

Parameters / Product Coca-Cola Products Pepsi Products

1) Branding
2) Quality
3) Price
4) Taste
5) Availability
6) Satisfaction

 What kind of products do you want Coca-Cola to introduce in the future?

a) Fizzy Drinks
b) Fruit Drinks
c) Energy Drinks
d) Alcoholic Drinks

........................................................................................................
 Respondents based on age group
180
160
140
Number of respondents

120
100
80
60
40
20
0
Below 20 20-30 30-40 40-50 above 50
Fig 4.1

Respondents based on gender

37%

Male
Female

63%

Fig 4.2
AGE GROUP & GENDER:
From Fig 4.1, we can comprehend that 90% of total respondents belong to the age group
of 20-30. This is because most of the consumers that prefer or consume Coca-Cola
products belong to this age group. About 6% belong to age group below 20 and 3%
belong to age group of 30-40.Form Fig 4.2, we come to know that the gender ratio of the
total respondents is almost 2:1 (male: female).

Frequency of soft drink consumption

50
45
40
35
30
25
20
15
10
5
0
Once a week Twice a week Thrice a week Everyday Rarely

Fig 4.3

Weekly expenditure of coca-cola

products (INR)
12% 4% 3% 50-100
100-150
150-200
Above 200

81%

Fig 4.4

SOFT DRINK CONSUMPTION & EXPENDITURE:

From Fig 4.3, we interpret that about 48% of the total respondents consume soft drinks
rarely or once a week. About 35% respondents consume soft drinks twice or thrice a
week and only 18% consumes soft drinks every day.

From Fig 4.4, we interpret that about 81% of the respondents spend only Rs. 50-100 a
week on Coca-Cola products, which is very low as compared to the global scenario. This
creates a potential growth market for Coca-Cola India. About 12% spends from 100-150
a week & 7% spend above 150.

Purchasing Portal Preference

120

100

80

60

40

20

0
Supermarkets Retails Vendor Machines Pubs & Restaurant Multiplexes

Fig 4.5

PURCHASING PORTAL PREFERENCE:

From the above data, we have ascertained that preferred portal for purchase of Coca-Cola
products is the retail shops i.e. 58%. This is probably because not all communities in
India have supermarkets and other purchasing channels present nearby, whereas, we can
find retail shops in every corner.19% prefer to purchase from Supermarkets and Vendor
machines. 23% prefer to purchase from Pubs, Restaurants and Multiplexes.

Occasions/Reasons for consumption

Just like that

Parties

Cinemas

Picnics

Festivals

0 20 40 60 80 100 120
Number of respondents

Fig 4.6

REASON FOR CONSUMPTION:

From this graph, we infer that there is no specific occasion why people purchase Coca-
Cola products. Although some of the advertising campaigns target special occasion or
festivals. From Fig 4.6 it is concluded that 59% respondents purchase Coca-Cola without
any specific reason. About 23% purchase for the purpose of parties, 15% purchase while
watching movies in the cinemas and only about 4% purchase during festivals and for
picnic purposes.
 Soft drink preference
80

70

60

50

40
Number of responses

30

20

10

0
a i la si ks
ol ps Co ep in
a-C Pe - P r
c ca of r d
Co fC
o ts he
o du
c Ot
ts ro
duc p
ro r
he
erp O t
h
Ot

Fig 4.7

SOFT DRINK PREFERENCE:

From the above graph we interpret that about 70% of the respondents, prefer consuming
Coca-Cola product over Pepsi and other drinks. This clearly states why Coca-Cola is
market leader with almost 60% of market share. 23% prefer Pepsi Products and only 75
prefer other drinks.
 Opnion About Coca-Cola Products
Bad

Below Satisfactory

Satisfactory

Good

Excellent
0 20 40 60 80 100 120
NO. OF RESPONDENTS

Fig 4.8

Products expected by consumers from Coca-Cola

Fizzy drinks Fruit drinks Energy drinks Alcoholic drinks
20% 14%

27% 40%

Fig 4.9

OPINION ABOUT COCA-COLA PRODUCTS

& PRODUCTS EXPECTED BY CONSUMERS:

From Fig 2.11, we infer that though the respondents are more than satisfied by the Coca-
Cola product range they would still like the company to introduce new drinks. From Fig
2.12, we conclude that about 40% would like to see a new fruit drink being added to the
product basket, 26% want energy drinks, 20% alcoholic drinks and only 14% want
another fizzy drink. Majority of the people wanting to see a fruit drink is mainly because
people are more health conscious now and want to manage their calorie intake.
 Quantity preference
90
80
70
60
50
Number of responses

40
30
20
10
0
le an le r e re
ott lC ott lit lit
s b m t b 1 2
Glas 30
0
l Pe
l m
m 0
0 50
- 25
2 00

Fig 4.10

QUANTITY PREFERENCE:
From Fig 2.13, we infer that about 47% of respondents prefer to purchase PET bottle of
Coca-Cola Products. About 27% prefer to purchase glass bottles, 19% prefer Can of
300ml and only 8% prefer 1 & 2 litre bottles of Coca-Cola.
 Branding

Pepsi products

Coca-Cola products

0 20 40 60 80 100 120
NO. OF RESPONDENTS

Fig 4.11

Pricing

120
100
80
60
40
20
0
Coca-Cola products Pepsi products

Fig 4.12

BRANDING & PRICING:

From Fig 4.11, it is concluded that respondents find Coca-Cola products better than that
of Pepsi products. About 62% respondents said that they find Coca-cola products better
than Pepsi and only 38% supported Pepsi products.

From Fig 4.12, we infer that about 62% of the respondent considers the pricing of Coca-
Cola much more reliable than that of Pepsi. About 38% respondents think that Pepsi have
better pricing than that of Coca-Cola.
 Quality
140
120
100
80
60
40
20
0
Coca-Cola products Pepsi products

Fig 4.13

TASTE

Pepsi products

Coca-Cola products

0 20 40 60 80 100 120 140

NO. OF RESPONDENTS

Fig 4.14

QUALITY & TASTE:

From Fig 4.13 & 4.14, it’s clear that Coca-Cola products have better taste and quality
than that of Pepsi. About 73% respondents consider that Coca-Cola products have very
good quality and taste. 27% respondents consider Pepsi products have better taste and
quality.
 Availability

Pepsi products

Coca-Cola products

85.5 86 86.5 87 87.5 88 88.5 89 89.5 90

Number of respondents

Fig 4.15

Satisfaction

Pepsi products

Coca-Cola products

0 20 40 60 80 100 120 140

Fig 4.16

AVAILABILITY & SATISFACTION:

From Fig 4.15, it’s clear that there is slight difference between the availability of products
of Coca-Cola and Pepsi. About 51% respondents think that Coca-Cola products are much
easily available in the market.49% consider that availability of Pepsi products is more in
the market.

About 70% of respondents are satisfied with the Coca-Cola products while as 30%
respondents are satisfied with the Pepsi products as shown in Fig 4.16.
BIBLIOGRAPHY

 http://www.coca-colacompany.com/
 SubhashDey, Business Studies Class 12, Ninth Edition, 2016,
Geeta Publishing House, New Delhi,
 Joshi Rosy Walia Gupta Shashi K., Human resource management BBA 4th
semester
1 edition, 2011Kalyani Publishers, New Delhi,