CAlCcla SUBMITTED BY: VIPIN KUMAR In partial fulfilment of Post Graduate Diploma in ManagementHindustan COCA-COLA Beverages private Itd. a SUMMER TRAINING PROJECT REPORT ON “TO FIND OUT THE POTENTIAL AREA INI UPCOUNTRY MARKET 4 DRINKUnder the guidance of NAME OF GUIDE: Mr. AJAY GUPTA DESIGNATION : SE(Sales Executive) ORGANISATION: Hindustan COCA-COLA Beverages private itd. CERTIFICATE FROM ORGANISATIONAL GUIDE This is to certify that project titled “ TO FIND OUT THE POTENTIAL AREA IN UPCOUNTRY MARKET” in Meerut. “HINDUSTAN COCACOLA BEVERAGES PVT LTD.” Is based On live Project study conducted by VIPIN KUMAR at Meerut tenure as a summer trainee with us and in our guidance.PLACE: Ajay Gupta DATE: (Sales Executive) a> QT LearneServe «Lead | do hereby declare that the project entitled “TO FIND OUT THE POTENTIAL AREA IN UPCOUNTRY MARKET” a bonafide rarnard af tha wark dana Aumo See eLiianetoan 2n375_4nloI a ee Beverages Pvt. Ltd.” towards thepartial fulfillment of requirement for POST GRADUATE DIPLOMA _IN MANAGEMENT under the supervision and guidance of Mr.AjayGupta (SE) and this project report havenot been submitted anywhere else previously for award of any Degree/Diploma /Fellowship. VIPIN KUMAR (VIDYA INTERNATIONAL SCHOOL OF BUSINESS, MEERUT) ABSTRACTThe most important motive of any company is to expand its market share by satisfying its customers through their products and services. If customers is not satisfied with product or services then that will ceases to exit from the market. A satisfied customer will bring many prospective customers. This study helps us in to understand the current status of company in rural market.This project is done villages where data is collected from every outlet of the villages. The target population for the study are the retailes outlets in rural area in Meerut district. Data is collected on EDS(every dealer survey) sheet from retailers. Data was examined idea,analysed & present in tabular as well as in pie-chart form. Findings support the idea,and the conclusion strongly suggests the available potential market. In the end recommendations strongly suggest the steps which company should take to remove market problems and improve its market.ACKNOWLEDGMENT. Learn-Serve-Lead | would like to express my heartiest gratitude to Mr.Anuman Mathur (Team leader HR) Hindustan Coca- Cola Beverages Pvt. Ltd.,Dasna for given me an opportunity to associate myself to the world’s largest soft drink Co.Carry out my project titled “TO FIND OUT THE POTENTIAL AREA IN UPCOUNTRY MARKET”. | would like to thank Ms. Sarika Saxena to recommending my name for the summer trainee. | also sincerely thanks to Mr. Praveen Chaudhry (ASM) for given me this valuable proiect_lam sincerely thankful to Mr.Ajay Gupta (SE) underwhose guidance | have successfully completed this project. | think him forhis consent, encouragement, and warm response and for filling every gapwith valuable ideas that has made this project successful. | also thankful to outlet holders to whom | visited for their support,information, cooperation, advice to complete my project detail. | would give my sincere thanks to all the faculty members of my college for given me virtual suppot during this project. Specially to Mr. K.TARA SHANKAR ( faculty guide) for giving me sound marketing concepts which helped me in writing for this Project.(VIPIN KUMAR) TABLE OF CONTENTS S.No. | TITLE | PAGE No. |Cover page 1 ii, Title page 2 iii, Certificate from the organisational guide 3 iv. Declaration 4 ve Abstract 5 vie Acknowledgement 6-7 a Company's profile 10-76 2. Introduction of the topic 78 3. Objective of study 79 4. Scope of study 80 5. Rsearch Methodology 81-82 6 EDS sheet 83 7 Analysis of data collected (Table 7.1) 84 8. Representation of villages: 85-106 Bul Representation of village Allipur(piechart 8.1a) 85 8.2 Representation of village Phaphunda(piechart 8.2a 86 83 Representation of village Zahidpur(piechart 8.3a 87 84 Representation of village Lohia Nagar(piechart 8.4a) 88 85 Representation of village Nokza(piechart 8.5a) 89 8.6 Representation of village Chandrasara(piechart 8.6a) 90 8.7 Representation of village Slampur(piechart 8.7a) 91 88 Representation of village Zallalpur(piechart 8.8) 92 89 Representation of village Piplikheda(piechart 8.9a) 93 8.10 Representation of village Hazipur(piechart 8.10a) 948.11 Representation of village Kazipur(piechart 8.11a) 95 8.12 Representation of village Ghoshipur(piechart 8.12a) 96 8.13 Representation of village Kundla(piechart 8.13a) 97 8.14 Representation of village Bhavanpur(piechart 8.14a) 98 8.15 Representation of village Pachpeda(piechart 8.15a) 99 8.16 Representation of village Syal(piechart 8.16a) 100 8.17 Representation of village Chilora(piechart 8.17a) 101 8.18 Representation of village Rukanpur(piechart 8.18a), 102 8.19 Representation of village Abdullapur(piechart 8.19a) 103 8.20 Representation of village Jai(piechart 8.20a) 104 B21 Representation of village Nagla(piechart 8.21a) 104 8.22 Representation of village Aurangabad(piechart 8.22a) 106 % Conclusion 107-108 10. | Findings 109 11. Recommendations 110 12. Bibliography 111 13. Annexures(EDS sheets) 112Part I: ABOUT THE COMPANY © Coco-cola Enterprise Inc. ¢ Vision ¢ Mission e History ¢ Evolution of coca-cola © Brands of coca-cola © Coca-cola & the Olympic games © Coca-cola in India © Brands in India e Brand order/Tagline/Ambassdors e Major competitor-Pepsi ¢ Ranking in world © Distribution network e Swot analysis © Challenges & Risks © Critisism related to coca-cola ees):es ee ren eee Benchmark Initial difficulties Political challenges Prising policy for Indian market Promise of coke Target market Threats & opportunities for price Marketing strategy(HEAD QUARTER OF COCA-COLA) Type F Public (NYSE: KO) Founded e 1892 (1892) Headquarters : Atlanta, Georgia, U.S Area served A Worldwide Key people g MuhtarKent (Chairmanand CEO) Industry t Beverage Products : Coca-Cola Carbonated Soft Drinks, Water& Other Non-alcoholic beverages Revenue(USS) : 31.944 billion Operating income (USS): 8.446 billion Net income (US$) c 5.807billion Total assets (USS) : 40.519 billion Total equity (USS) : 20.472 billion Employees : 92,400 (October2009)Website : WWww.cococola.com www.cococolaindia.in COCA-COLA : N\SION Our 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 Coco-Cola : MISSION Our 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 “ COMPANY’S PROFILE “ History of coco cola soDoctor John Pemberton Coca-Cola was invented by Doctor John Pemberton a pharmacist from Atlanta Georgia in May of 1886. John Pemberton concocted the Coca Cola formula in a three legged brass kettle; all this was done in his backyard. The name Coca Cola was actually given to John Pemberton by his bookkeeper Frank Robinson . Frank Robinson had excellent penmanship. He first scripted "Coca Cola" into the flowing letters which has become the famous logo we know and love today. CLC cle. The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886. About nine servings of the soft drink were sold each day. Sales for that first year addedUp tO a lOLal OF AVOUL ov. TNE TUNMY Cine Was tial It COSt JONI Pemberton over $70 in expanses, so the first year of sales were a loss. Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut. In 1887, another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. By the late 1890s, Coca Cola was one of America's most popular fountain drinks; Candler's aggressive marketing of the product takes credit for that. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900. Advertising was an important factor in John Pemberton and Asa Candler's success and by the turn of the century, the drink was sold across the United States and Canada. Coca Cola began selling syrup to independent bottling companies licensed to sell the drink. Still today, the US soft drink industry is organized on this principle . CLC cle.EVOLUTION OF coca -cola Coca-Cola® originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. 1894 — A modest start for a Bold Idea In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-Cola impressed the store's owner, Joseph A.Biedenharn. He began bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson. Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales. 1899 The first bottling agreement Two young attorneys from Chattanooga, Tennessee Believed they could build a business around bottlin; Coca-Cola. In a meeting with Candler,Benjamin F. Thomas and Joseph B. Whitehead obtained exclusiverights to bottle Coca-Cola across most of the United States (specifically excluding Vicksburg) for the sum of one dollar. A third Chattanoogalawyer, John T. Lupton, soon joined their venture. COBC Ue,1900-1909 ... Rapid growth The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were open only during hot-weather months when demand was high. 1916 ... Birth of the contour bottle Bottlers worried that the straight-sided bottle for Coca-Cola was easily confused with imitators. A Group representing the Company and bottlers asked glass manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Company of Terre Haute,Indiana won enthusiastic approval in 1915 and Was introduced in 1916. The became one of the few packages ever granted trademark status by the U.S. Patent Office. Today, | it's one of the most recognized icons in the world -even in the dark! 1920s ... Bottling overtakes fountain sales As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas andzea! Tueled steady growtn. oix-bottle cartons were a huge hit after their 1923 introduction. A few years later, open- top metal coolers became the forerunners of automated vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales. 1920s and 30s ... International expansion Led by longtime Company leader Robert W. Woodruff, Chief executive officer and chairman of the Board, the Company began a major push to establish bottling operations outside the U.S. Plants were ‘DRINK IN BOTTLES. opened in France, Guatemala, Honduras, Mexico, Belgium, Italy, Peru, Spain, Australia and South Africa. By the time began, Coca-Cola was being bottled in 44 countries. 1940s ... Post-war growth During the war, 64 bottling plants were set up around the world to supply the troops. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa, Many of these war-time plants were later converted World War IIto civilian use, permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business. 1950s ... Packaging innovations For the first time, consumers had choices of Coca-Cola package size and type -- the traditional 6.5-ounce contour bottle, or larger servings including 10-, 12- and 26-ounce versions. Cans were also introduced, becoming generally available in 1960. 1960s ... New brands introduced Following Fanta® in the 1950s, Sprite®, Minute Maid®, Fresca® and TaB® joined brand Coca-Cola in the 1960s. Mr. Pibb® and Mello Yello® were added in the 1970s. The 1980s brought diet Coke® and Cherry Coke®, followed by POWERADE® and DASANI® in the 1990s. Today hundreds of other brands are offered to meet consumer preferences in local markets around the world. 1970s and 80s ... Consolidation to serve customersAs technology led to a global economy, the retailers who sold Coca-Cola merged and evolved into international mega-chains. Such customers required a new approach. In response, many small and medium-size bottlers consolidated to better serve giant international customers. The Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers. 1990s ... New and growing markets Political and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. And as the century closed, more than $1.5 billion was committed to new bottling facilities in Africa. 21st Century The Coca-Cola bottling system grew up with roots deeply plantedin local communities. This heritage serves the Company well today as people seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca- Cola bottlers, customers and communities are the foundation on which the entire business grows. C2Ccla. 2001 ... launched the new fridge pack in USA a thinner longer 12 pack design. 2005 ... innovative aluminum contour bottles introduced commonly called M5 as the magnificent five bottles., Coca Cola zero a zero calorie coca cola with real coca cola taste launched. 2006 ... coca cola turns 120. Launches the “every drop counts” campaign to make the consumers remind of the variety of products coca cola offers. 2007 ... launches the PET bottle which uses 5% less plastic than the ather PET hotties OQnenc tn new warld of coca cola in AtlantaGeorgia on may 24". Brands of Coca-Cola Coca-Cola Zero® has been one of the most successful product launch hes in Coca Cola’s history. In 2007, Coca Cola’s sold nearly 450 million cases globally. Put into perspective, that's roughly the same sizeas Coca Cola’s total business in the Philippines, one of our top 15 markets. As of September 2008, Coca-Cola Zero is available in more than 100 countries.Energy Drinks For those with a high-intensity approach to life, Coca Cola’s brands of Energy Drinks contain ingredients such as ginseng extract, guarana extract, caffeine and B vitamins. We bring innovation to the goodness of juice in Coca Cola’s more than 20 juice and juice drink brands, offering both adults and children nutritious, refreshing and flavorful beverages. Soft Drinks Coca Cola’s dozens of soft drink brands provide flavor and refreshment in a variety of choices. From the original Coca-Cola to most recent introductions, soft drinks from The Coca-Cola Company are both icons and innovators in the beverage industrv.Sports Drinks Carbohydrates, fluids, and electrolytes team together in Coca Cola’s Sports Drinks, providing rapid hydration and terrific taste for fitness-seekers at any level Tea and Coffee Bottled and canned teas and coffees provide consumers' favorite drinks in convenient take-anywhere packaging, satisfying both traditional tea drinkers and today's growing coffee culture Water Smooth and essential, our Waters And Water Beverages offer hydration in its purest form.Other Drinks So much more than soft drinks. Coca Cola’s brands also include milk products, soup, and more so you can choose a Coca Cola Company product anytime, anywhere for nutrition, refreshment or other needs. ayOLYMPIC PARTNER SINCE 1928 Coca-Cola and the International Olympic Committee Partnership Renewal On August 1, 2005, The Coca-Cola Company and the International Olympic Committee announced the renewal of their historic partnership for an unprecedented 12 years. This latest renewal of the most-enduring partnership in the history of the Olympic Games takes effect in 2009 and lengthens the role of Coca-Cola as the Worldwide Olympic Partner in the nonalcoholic beverages category through 2020. The deal also extends our partnership with the Olympic Games —a relationship that began in 1928 — to 92 years without interruption. With the latest 12-year pact, our support of the Olympic Games continues from the Beijing 2008 Olympic Games through the Vancouver 2010 Olympic Winter Games, the London 2012 Olympic Games, the Sochi 2014 Olympic Winter Games, and the Olympic Games of 2016, 2018 and 2020. MBerzam es,coca-cola in India little drops of joy Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveals its formula to the government and reduces 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 India21), Limca,Maaza, Citra and Gold Spot provided not only physicalmanufacturing,bottling, and distribution assets but also strong consumer preference. Thiscombination 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. 84 Leading Indian brands joined the Company's international family of brands, including Coca- Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market. From 1993 to 2003, Coca-Cola invested more than USS1 billion in India, making it one of the country’s top international investors.22 By 2003, Coca- Cola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola Indiaacnieved 37/4 VOIUME Browtn IN 2UU2 While (he INGUSTFY BFEW 25/4