Contents

1. INTRODUCTION ......................................................................................................................... 6
OBJECTIVES OF THE STUDY .............................................................................................................. 7
SCOPE OF THE STUDY: - ................................................................................................................... 7
LIMITATIONS OF THE STUDY: - ......................................................................................................... 7
2. INDUSTRY PROFILE .................................................................................................................. 8
A BRIEF INSIGHT - THE FMCG INDUSTRY IN INDIA ............................................................................ 9
A BRIEF INSIGHT - BEVERAGE INDUSTRY IN INDIA .......................................................................... 10
3. COMPANY PROFILE ................................................................................................................ 11
HISTORY OF COCA-COLA ................................................................................................................ 12
COCA-COLA IN INDIA ..................................................................................................................... 15
How Coca Cola did it in India .......................................................................................................... 17
HINDUSTAN COCA-COLA BEVERAGES PVT. LTD ............................................................... 19
Overview ....................................................................................................................................... 19
MANUFACTURING FOOTPRINTS OF COCA-COLA IN INDIA .............................................................. 20
MISSION AND VISION ................................................................................................................. 21
Mission .......................................................................................................................................... 21
Vision ............................................................................................................................................ 21
Values............................................................................................................................................ 21
THE COCA-COLA MANUFACTURING PROCESS................................................................... 23
The manufacturing of the products of Coca-Cola involves the following steps:............................... 23
Distribution chain: ......................................................................................................................... 23
DISTRIBUTION ROUTES: ................................................................................................................. 24
MARKET SEGMENTATION MODEL OF THE COCA-COLA COMPANY ................................................. 24
TYPE OF OUTLET (CHANNEL CLUSTER) ........................................................................................... 25
CATEGORIES AND PRODUCTS OF COCACOLA ................................................................................. 27
SPARKLING PRODUCTS:.................................................................................................................. 28
JUICE: ............................................................................................................................................ 29
MIXTURE, WATER AND ENERGY DRINK .......................................................................................... 30
PRODUCTS OF COCA COLA IN INDIA ............................................................................................... 32
ORGANISATION STRUCTURE: ......................................................................................................... 34
ZONES: .......................................................................................................................................... 35
PITA (PROFIT CREATION MODEL) ................................................................................................... 36

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 SWOT ANALYSIS............................................................................................................................. 36
Porter’s five forces ......................................................................................................................... 38
COMPETITORS ............................................................................................................................... 39
4. RESEARCH METHODOLOGY ................................................................................................ 41
RESEARCH DESIGN: - ...................................................................................................................... 42
SOURCES OF DATA ......................................................................................................................... 42
RESEARC H MEASURING TOOLS & TECHNIQUES ............................................................................. 43
SAMPLING DESIGN......................................................................................................................... 43
SAMPLE SIZE: - ............................................................................................................................... 43
SAMPLING TOOL: - ......................................................................................................................... 43
FIELD WORK: - ............................................................................................................................... 43
5. DATA ANALYSIS ....................................................................................................................... 44
6. SUGGESTIONS AND CONCLUSION ...................................................................................... 51
SUGGESTIONS................................................................................................................................ 52
CONCLUSION ................................................................................................................................. 53
BIBLIOGRAPHY ............................................................................................................................... 54
ANNEXURE .................................................................................................................................... 55
QUESTIONNAIRE ............................................................................................................................ 55