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CONTENTS

1. CHAPTER-1: INTRODUCTION a) b) c) d) e) Introduction Need for the study Objectives Methodology Limitations

2.CHAPTER-2: AN OVERVIEW OF HINDUSTAN COCA- COLA BEVERAGES Pvt.LIMITED a) b) c) d) e) f) g) h) i) Origin and its development Organisational structure Production levels Marketing levels HR functions Financial structures Research and development Future plannings Overall information regarding coca-cola

3.CHAPTER-3: AN OVER VIEW OF CUSTOMER SATIAFACTION a) Theoretical frame work 4. CHAPTER-4:- DATA ANALYSIS & INTERPRETATION 5. CHAPTER-5 SUMMARY & SUGGESTION a) b) c) d) Summary Findings Suggestions Conclusion

ANNEXURE: QUESTIONNARE BIBILOGRAPHY

CHAPTER-1 INTRODUCTION

a) INTRODUCTION

Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Marketing is a product or service selling related overall activities. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.

Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.

The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.

Kotler had defined the marketing as the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.

The Chartered Institute of Marketing (CIM) has given the definition for marketing as marketing is the management process that identifies, anticipates and satisfies customer requirements profitably.

Important elements that can be understood from the concept of marketing are:

Marketing focuses on the satisfaction of customer needs, wants and requirements. The philosophy of marketing needs to be owned by everyone from within the organization. Future needs have to be identified and anticipated. There is normally a focus upon profitability, especially in the corporate sector. However, as public sector organizations and not-for-profit organizations adopt the concept of marketing, this need not always be the case. More recent definitions recognize the influence of marketing upon society.

CUSTOMER SATISFACTION: Customer satisfaction, a business term is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four of a balanced scorecard. Increasing competition (whether for-profit or nonprofit) is forcing businesses to pay much more attention to satisfying customers. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Organizations need to retain existing customers while targeting non-customers. Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. Customer satisfaction is the most common form of market research in business-to-business markets and is often connected to quality and production measurement, rather than as straight marketing based research. Before setting up a customer satisfaction programmed, it is necessary to ensure that the organization has the will to actually make changes for improvement; otherwise you will simply be annoying customers by taking their time to collect information, then not doing anything with it.

Customers or buyers are exposed to more of the world than ever before i.e. in the changing economy through cable and satellite television, the internet and increased travel and as a result, their tastes and interests have broadened dramatically. Moreover, the long economic dominance of the United States, Europe and Japan is giving way, and economic power is increasingly shared with developing economies. Customer satisfaction survey further illuminates the relationship between the customer experience and business performance. Around the world, consumers expect better service quality. It confirms that consumers are more likely to leave a provider because of poor service than for any other reason. It also reveals that service quality is the most powerful factor, more influential than price in choosing providers or to do business with them.

The COCA COLA, which is the market leader in the soft drinks industry, is successful because of mass survey conducted through the sales force. By following different effective strategies and planning procedures it is running its business successfully. So it is enjoying high customer loyalty as there is high customer satisfaction. Hence customer satisfaction is one of the key elements for achieving good results.

Non-alcoholic Beverage industry can be classified into two types namely, The Fruit Drink Industry and Soft Drink Industry. Fruit Drinks are made from extracts of natural fruits whereas Soft Drinks are flavored carbonated water containing Sugar. The Soft Drink industry is one of the It is no surprise that the worlds most profitable industries in the world.

leading Multinational Company is a Soft Drink Brand. The major players in

Soft Drink Industry are the archrivals-Coca-Cola and Pepsi. companies are competing in the Soft Drink market.

These two

Both companies are But the average

American based Multinational Companies and are well known for having fought similar wars fiercely in other parts of the world. happening in the Soft Drinks market. Indian consumer is neither interested in the war not curious about what is

The Coca-Cola is a beverage company, manufacturer, distributor 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 400 brands in over 200 countries or territories and serves 1.6 billion servings each day. 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.

Brand logos:-

b) NEED FOR THE STUDY

In the modern era building customer satisfaction and loyalty is a key we say to profitable business. The current trend for businesses to become 'customer-centric', that is, to put the customer at the centre of our business in terms of our strategies, actions and processes. Many organizations now approach the 'lifetime value' of customers and seek to increase it.

The importance of customer satisfaction was a hot business topic in the 1980s, as customer satisfaction was considered the best window into loyalty. It seems self evident that companies should try to satisfy their customers. Satisfied customers usually return and buy more, they tell other people about their experiences.

A market trader has a continuous finger on the pulse of customer satisfaction. Direct contact with customers indicates what he is doing right or where he is going wrong. Such informal feedback is valuable in any company but hard to formalize and control in anything much larger than a corner shop. For this reason surveys are necessary to measure and track customer satisfaction.

In customer satisfaction research we seek the views of respondents on a variety of issues that will show how the company is performing and how it

can improve. It is wise to cross check the internal views with a small number of depth interviews with customers. In any customer satisfaction survey there will be quick fixes actions that can be taken today or tomorrow that will have immediate effect. The purpose of customer satisfaction research is to improve customer satisfaction and yet so often surveys sit collecting dust. Worse than that, customers have generously given their time to assist in the survey believing that some positive action will take place. Their expectations will have been raised. The process of collecting the data seems easier than taking action to improve satisfaction levels. The key to customer retention is customer delightment. A highly satisfied customer stays loyal longer, talks favorably about the company and its products; offers product or service ideas to the company and costs less to serve the new customers. Today more companies are recognizing the importance of satisfying and retaining current customers. It is not enough to be skillful in attracting new customers, the company must keep them. Todays companies must pay closer attention to the customer defection rate (the rate at which they lose customer). Here in case of COCA COLA thus the need for study on customer satisfaction is important since it is highly depending on the customer opinions and expectations there by using that information to change its strategies.

c) OBJECTIVES OF THE STUDY

To study the response of the customers about the Own Your Asset Scheme. To know about the companys relationship with the customers. To know about the companys sales force. To identify key areas that influence customers purchase decisions. To recommend the company necessary steps to be taken in order to minimize customer switch over. To identify the company gaps that exists between customer

expectations and the value offered by the company. To know about the customers preferences.

d) METHODOLOGY

Marketing research is the Systematic design, collection, analysis, and reporting of data and finding relevant to a specific Marketing situation facing the company Date collection is the most important task for a company to stay in the market for long time. The accuracy of the collected data is of great significance for drawing correct and valid conclusions from the investigation. Data can be collected in territorial sources. They are as follows. Primary data sources Secondary data sources

Primary Data:The primary data is the first hand information which has-been collected as follows. A set of structured non disguised question near was utilized for the project.

Secondary Data:Secondary data can be defined as data collected by someone else for purpose of solving the problem being investigated. It is second hand information, for this is referred as a. Annual reports b. Magazines c. Internet

d. Company files e. Company website. DATA TABULATION:The data once collected will be kept in the tables, so that the customer executive officer can easily identify the sale and stock display on that particular day. The competitors data will also be collected and will be put in the form of tables.

ANALYSIS METHOD:The data in the form of tables will be useful to analyses the market share. The competitors position in the market can also be analyzed with this data.

e) LIMITATIONS OF THE STUDY


While doing study on customer satisfaction the following

limitations were observed:

Firstly the area is confined to rural outlets only. Time is the major constraint for taking necessary information. Lack of interest of some retailers and customers in giving answers. Defining the proper sample size is also one of the limitations. This season is not the correct one to be considered.

CHAPTER-2 AN OVERVIEW OF HINDUSTAN COCACOLA BEVERAGES PVT.LIMITED

a) Origin and development

The History of Soft Drinks:Soft drinks can trace their history back to the mineral water Found in natural springs. Bathing in natural springs has long been considered a healthy thing to do; and mineral water was said to have curative powers. Scientists soon discovered the gas harmonium or carbon dioxide was behind the Bubbles in natural mineral water. The first marketed soft drinks (non-carbonated) appeared in the 17 Century. They were made from water and lemon juice sweetened with Honey. In 1676, the companies de Lemonades of Paris were granted a Monopoly for the sale of lemonade soft drinks. Vendor would carry Tanks of lemonade on their backs and dispensed cups of the soft drink to Thirsty Parisians.

Joseph Priestley:In 1767, the first drinkable man-made glass of carbonated water was created by Englishmen Doctor Joseph Priestley. Three years later, Swedish chemist Torero Bergman invented a Generating apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergmans apparatus allowed imitation mineral Water to be produced in large amounts.

John Mathews:In 1810, the first United States patent was issued for the means of mass Manufacture of imitation mineral waters to Simons and Rendell of Charleston, South Carolina. However carbonated beverages did not achieve great popularity in America until 1832, when John Mathews Invented his

apparatus for the making carbonated water. John Mathews Then massmanufactured his apparatus for sale to soda fountain owners.

Health Properties of Mineral Water:The drinking of either natural or artificial mineral water was considered a healthy practice. The American pharmacists selling mineral waters Began to add medicinal and flavorful herbs to unflavored mineral water. They used birch bark, dandelion, sarsaparilla, and fruit extracts. Some Historians consider that the first flavored carbonated soft drink was that made in 1807 by Doctor Philip syng Physic of Philadelphia. Early American pharmacies with soda fountains became a popular part of Culture. The customers soon wanted to take their health drinks home with them and a soft drink bottling industry grew from consumer demand.

The Soft Drink Bottling Industry:Over 1,500 U.S. patents were filed for a cork, cap, or lid for the carbonated drink bottle tops during the early days of the bottling industry. Carbonated drink bottles are under a lot of pressure from the Gas. Inventors were trying to find the best way to prevent the carbon Dioxide or bubbles from escaping. In 1892, the Crown Cork Bottle Seal Was patented by William Painter, a Baltimore machine shop operator. It was the first very successful method of keeping the bubbles in the bottle?

Automatic Production of Glass Bottles: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 worldfamous brand it is today.

1894.A modest start for a bold idea 1899.The first bottling agreement 1900-1909..Rapid growth 1916.Birth of the contour bottle 1920s..Bottling overtakes fountain sales 1920s and 30s...International expansion 1940s..Post-war growth 1950s..Packaging innovations 1960s..New brands introduced 1970s and 80s...Consolidation to serve customers 1990s..New and growing markets 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.

Historical events of Coca-Cola:-

1885 John Pemberton invented the original recipe for a new coca wine. He named it Pembertons French Wine Coca, which was believed to be inspired by Vin Mariani, a popular coca wine invented by Angelo Mariani. 1892 Made the first big break in Coca Cola history. Candler incorporated The Coca-Cola Company in 1982, and began marketing the product. 1894 Bottles of Coca-Cola were sold starting in 1894. 1899 The first bottle was sold in Vicksburg, Mississippi. In 1899, Chattanooga, Tennessee became the first site of a Coca-Cola bottling company. 1955 Coke cans were sold starting in 1955. 1985 Coca-Cola attempted to change the original formula. Most consumers preferred the taste of the original Coca-Cola, and many ceased purchasing the product until the company switched back to the original formula. It was

renamed Coca-Cola Classic to show consumers that the drink had reverted back to its original formula. 2000 Coca Cola is now being sold around the world, in more than 200 different countries. The Coca-Cola Company now sponsors an assortment of events, including the Olympic Games, and NASCAR. In England, it is the primary sponsor of The Football League. It is also featured in several television shows including The Gods Must Be Crazy. 2005 Coca Cola history took another leap in the market. In 2005, the company launched Diet Coke, sweetened with artificial flavors. Later in 2005, it announced Coca Cola Zero, sweetened with aspartame and ace sulfate potassium.

Coca Cola enjoyed in step by step worldwide:Atlanta Beginnings (1986- 1892) Coca Cola is enjoyed in the United States. Coca Cola made its debut in Atlanta, At Jacobs pharmacy Soda fountain where it is sold for 5 cents a glass. It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. Eight hundred miles away, another great American symbol was about to be unveiled. John Pemberton, an Atlanta pharmacist, was inspired by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when it was done, he carried it a few doors down to Jacobs Pharmacy. Here, the mixture was combined with carbonated water and sampled by

customers who all agreed -- this new drink was something special. So Jacobs Pharmacy put it on sale for five cents a glass. Pembertons bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it out in his distinct script. To this day, Coca-Cola is written the same way. In the first year, Pemberton sold just 9 glasses of Coca-Cola a day. A century later, The Coca-Cola Company has produced more than 10 billion gallons of syrup. Unfortunately for Pemberton, he died in 1888 without realizing the success of the beverage he had created. Beyond Atlanta (1893-1904) Coca - Cola hires first celebrity spokesperson, Music hail performer Hilda Clark appears in advertisements. Safe guarding the Brand (1905-1918) Coca-Cola is enjoyed in 8 countries worldwide. The Contour Bottle to combat copycats, Coca-Cola develops a unique bottle. 1916, they began manufacturing the famous contour bottle. The contour bottle, which remains the signature shape of Coca-Cola today, was chosen for its attractive appearance, original design and the fact that, even in the dark, you could identify the genuine article. The woodruff Legacy (19 19-1940) Coca-Cola is enjoyed in 53 countries worldwide. Coca-Cola introduces the six packs. This convenient packing revolutionizes soft drink consumption by enabling people to enjoy Coca-Cola anywhere. Woodruff was a marketing genius who saw opportunities for expansion everywhere. He led the expansion of Coca-Cola overseas and in

1928 introduced Coca-Cola to the Olympic Games for the first time when Coca-Cola traveled with the U.S. team to the 1928 Amsterdam Olympics. Woodruff pushed development and distribution of the six-pack, the open top cooler, and many other innovations that made it easier for people to drink Coca-Cola at home or away. This new thinking made Coca-Cola not just a huge success. The war and its Legacy (194 l-1959) Coca-Cola is enjoyed in 120 countries worldwide. Introducing Coke The elf-like sprite is introduce to promote the use of the worldwide Coke

A world of customers (196l-l980) Coca-Cola is enjoyed 163 countries worldwide. Teaching the world to sing. During the 70s Coca-Cola thrilled the world with its exciting and dynamic advertising After 70 years of success with one brand, Coca-Cola. The Company decided to expand with new flavors: Fanta, originally developed in the 1940s and introduced in the 1950s; Sprite followed in 1961, with TAB in 1963 and Fresca in 1966. In 1960, The Coca-Cola Company acquired The Minute Maid Company, adding an entirely new line of business - juices -- to the Company. Advertising for Coca-Cola, always an important and exciting part of its business, really came into its own in the 1970s, and reflected a brand connected with fun, friends and good times. The international appeal of

Coca-Cola was embodied by a 1971 commercial, where a group of young people from all over the world gathered on a hilltop in Italy to sing Id Like to Buy the World a Coke. 1978, The Coca-Cola Company was selected as the only Company allowed to sell packaged cold drinks in the Peoples Republic of China. Diet Coke and New Coke (1982-1989) Coca-Cola is enjoyed 165 countries worldwide. Coke in space In 1985, Coca-Cola becomes the first soft drink ever in space. New Markets and Brands (1990-1999) Coca-Cola is enjoyed in nearly 200 countries worldwide. Refreshing the world through sports. The Company continues its long standing association with athletic events including the Olympic Games and the Fifa world cup. The l990s were a time of continued growth for The Coca-Cola Company. The Companys long association with sports was strengthened during this decade, with ongoing support of the Olympic Games, FIFA World CupTM football (soccer), Rugby World Cup and the National Basketball Association. Coca-Cola classic became the Official Soft Drink of NASCAR racing, connecting the brand with one of the worlds fastest growing and most popular spectator sports. 1993 saw the introduction of the popular Always Coca-Cola advertising campaign, and the world met the lovable Coca-Cola Polar Bear for the first time. New markets opened up as Coca-Cola products were sold in East Germany in 1990 and returned to India in 1993.

New water. The

beverages

joined of

the

Companys further

line-up, expanded

including through

PowerAde sports drink, Qoo childrens fruit drink and Dasani bottled Companys family brands acquisitions, including Limca, Maaza and Thurns Up in India, Barqs root beer in the U.S., Inca Kola in Peru, and Cadbury Schweppes beverage brands in more than 120 countries around the world. By 1997, the Company already sold 1 billion servings of its products every day, yet knew that opportunity for growth was still around every corner. Coca-Cola now (2000-now) Coca-Cola is enjoyed in more than 200 countries worldwide. Welcome to The Coke side of life. Coca-Cola global marketing flat form makes its debut. 1886, Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy. Now well into its second century, the Companys goal is to provide magic every time someone drinks one of its more than 500 brands. From the early beginnings when just nine drinks a day were served, Coca-Cola has grown to the worlds most ubiquitous brand, with more than 1.4 billion beverage servings sold each day. When people choose to reach for one of The Coca-Cola Company brands, the Company wants that choice to be exciting and satisfying, every single time. Milestones 1969 Hellenic Bottling Company S.A. is headquartered in Athens. The Coca-Cola Company grants bottling rights in Greece. 1981

Kar-Tess Holding S.A. acquires 99.9 per cent interest in Hellenic Bottling Company S.A. 1991 Hellenic Bottling Company S.A. shares are listed on the Athens Stock Exchange. 1998 Coca-Cola Amatil Limited de-merges its European operations, resulting in the formation of Coca-Cola Beverages plc. 2000 Coca-Cola Beverages plc is acquired by Hellenic Bottling Company S.A. to form Coca-Cola Hellenic Bottling Company S.A. Included in the social responsibility index FTSE4Good. 2001 Expanded territory to include The Coca Cola Companys Russian territories, yielding full control of Russian Coca-Cola bottling operations. First operation certified ISO 14001. 2002 Acquired all bottling operations in the Baltics. Acquired Valser Mineraiquellen AG in Switzerland and Dorna Apemin in Romania. Coca-Cola Hellenic Bottling Company S.A. lists its American Depositary Receipts (ADRs) on the New York Stock Exchange. FTSE4Good listing confirmed under the new stricter environmental, social and human rights criteria.

2003 Twentieth anniversary of our Amita juice brand, the market leader in Greece with 29 flavors. Recapitalization plan results in a return of 2 per share to shareholders. Acquired Multi vita sp. z.o.o, in Poland and Romerquelle GmbH in Austria. Acquired the Greek potato chip company Tsakiris S.A. First country operations certified OHSAS 18001. 2004 Acquired Gotalka d.o.o., a water company in Croatia. Eight Coca-Cola Hellenic Bottling Company territories join the European Union (EU). Published the first Global Reporting Initiative (GRI) report in the nonalcoholic beverage industry. 2005 Acquired Vlasinka d.o.o. mineral water company in Serbia and Bankya Mineral Waters Bottling Company E.O.O.D. in Bulgaria. Acquired the Multon Z.A.O. Group, a leading Russian fruit juice company. Acquired Vendit Ltd, one of the largest independent vending operators in Ireland. Signed the UN Global Compact. Ratified the UNESDA commitments to the EU Platform on Diet and Health.

Launched the Green Danube Partnership with the International Commission for the Protection of the Danube River (ICPDR). 2006 Sales volume exceeds 500 million unit cases of non-sparkling drinks for the first time in one year. Acquired the Fresh & Co d.o.o. Group, a leading Serbian fruit juice company. Acquired Lanitis Brothers Public Limited, the Coca-Cola bottler in Cyprus. Acquired Fonti del vulture S.r.l., a producer of high quality mineral water in Italy. Acquired Yoppi Kft., a hot and cold beverage vending operator in Hungary. Named Notable Reporter on Progress by the UN Global Compact. 2007 Acquired Eurmatik, a full-line vending operator in Italy. Acquired a newly constructed beverage production facility, Aqua vision in Russia. Signed the UN Global Compact CEO Water Mandate, Caring for Climate statement and the Bali Communiqu. Announced intent to build 15 combined heat and power (CHP) units to reduce total carbon dioxide emissions from operations by 20 per cent. Opened the first industry-owned PET-to-PET recycling plant. Achieved the milestone of two billion unit case sales volume in one year.

Earnings before interest, tax, depreciation and amortization (EBITDA) per annum in excess of l billion for the first time. Launched guideline daily amount (GDA) labeling in the EU states. 2008 Formed three-party joint venture with The Coca-Cola Company and illycafe SpA, Italy producer of premium coffees, to manufacture, market, sell and distribute premium ready-to- drink (RTD) iced coffee products. Acquisition of Socib, the second largest Coca-Cola franchise bottler in Italy. Included in the Dow Jones Sustainability Indexes (DJSI). 2009 Agreement with Campbell Soup Company regarding the distribution by Coca-Cola Hellenic of Campbell soup and broth products throughout Russia.

b) Organizational Structure

Organization (Limited):-

Structure

And

Management

Of

Coca-Cola

India

The word Organization has two meanings. In the first instance, it signifies institution or functional group and the second meaning refers to the process of organizing the way of work which is arranged and allocated among the members of the organization, so that the goal of the organization

can be achieved efficiently. The organization process involved the balancing of the companies on one hand changes on the other hand. Organization structure gives stability and reliability to the action of its members.

Organization structure can be defined as the relationship existing among the various jobs and positions within an organization an organization structure specifies its division of work activities and shows how different functions or activities are linked.

The following table shows the description of the employees along with the designation and also the number of employees.

S. No.

Description

No .of employees

1 2 3 4 5 6 7 8 9 10

General Manager (Finance) Commercial Manager Marketing Dept Manager Territory Dept Manager Administration Production Manager Asst. Personal manager Store Executive Central Executive Route Agents

1 1 1 4 1 1 1 3 25 50

11 12 13 14 15 16 17 18 19 20 21 22

Sales Training Chemist Accountant Supervisors Clerks Operations Electricians Fitters Computer cum Telephone Operator Security Guards Office Boys Sweepers & Helpers

1 3 5 8 8 10 3 2 12 6 13

ORGANIZATION CHART OF COCA-COLA INDIA VIZAG LTD

Managing director

CEO

Executive CEO

Head Finance

Head AVP Sales

Managing Marketing

Head Operations

Head Human Resource

Head Transport & Shipping

Manager Finance

Manager TDM

Manager Modern Trade

Manager Production Manager TPT Executives Shipping

Executive Asst. Manager ADC Asst. Manager Marketing Manager Quality Control

Asst. Accts

Sales Executives

Executives

Manager Maintenance

c)Production levels
Production department:The production department is headed by a factory manager who reports directly to the Area General Manger (AGM) .one engineer is so far inn side battery limit i.e. plant equipments and maintenance and the second engineer is for outside battery limits; for the utilities like generate room, boiler, water treatment plant and the Maaza unit which is located at same distance, these four people report to the plant manager. There are 165 workers in the plant, which includes women, who are otherwise engaged in housekeeping into the production line. Depending on the demand, the company operates three types of shifts. 1. General shift 2. Second shifts 3. 24hours : : : 8a.m to 5pm 6am to 2pm to10pm 6am to6pm and6pm to 6am

Women are employed only in the general shift (8am to 5pm) o the a shift (6am to 2pm).in the other shifts, casual labours are used. Stages in production process: 1. Water treatment 2. Raw syrup making 3. Ready syrup making 4. Bottling process 5. Quality control

Production schedule:The production schedule fixed daily by taking into consideration the market demand, the availability of empty bottles and inventory position of filled bottles. The storage capacity of the godown is at present 90,000 crates, which also limits the production schedule. The production schedule for each brand is fixed daily. Production is generally carried out in two shifts. In summer, the demand its peak and production will be extended 12 hours shifts.

Raw materials:Raw materials are the flavors essence concentrate supplied by parley, sugar and water sugar purchased in bulk from the wholesale sugar market. The requirement of sugar for 20-25 production days kept in stock in stoke and requirement for a month intended in advance. Water required met by municipal supply, water from bore well and tube wells also used when required. Water further treated with chemicals. Caps are supplied by specialized firms like L&T and metal box India ltd.

Ingredients:1. Water 2. Sugar 3. Co2 4. Flavors (for soda only water, co2 in used).

Quality assurance department:


The quality assurance department is headed by plant manager. In addition to him there are 7 chemists. The deputy manager reports to the plant manager. The department tests and controls the quality of water, caustic solution and the final beverage. The final beverage is tested for gas and bricks i.e. the sugar content.

d) Marketing levels
Sales department:The sales department has a general sales manager and three associates sales managers. Of the three sales managers, one person is in charges of city sales while the other looks after district and orissa sales. All of report to AGM directly, Is interacts with sales department on daily basis and virtually leads the teams.

District sales:In addition to the sales manager, there is a deputy sales manager, four assistance sales manager and below the two salesmen each distributor. From the distributor it reaches the retailer outlet. The company sales force helps the retailer and distributor achieve their targets promotions and other incentives. The sales forced in far locations report to the sales manager once in a weak. Based on their reports, new incentive schemes and

offers are made. The previous weeks performance is evaluated and targets for the next week.

City sales:Under the sales manager (city), there are supervisor, staffs and 113 field forces. The company has no distributors in the city of Visakhapatam. They directly supply to the retailers. There are 30 routes with trunks covering each route. Each trunk is accompanied by sales man and two sales helpers. There is a sales officer for every two routes. He moves around on a hike and sees to it that are outlets are covered. Any urgent messages are communicated to the sales force through mobiles there are approximately 5600 outlets in Visakhapatam city. In lop areas i.e. Areas where company trunk cannot go, a fat dealer is appointed.

Customer service support system:There is customer service support system (CSSS), which functions under the CSSS for entire Andhra Pradesh, locally it reports to the AGM. In the soft industry, the customer and consumer are defined separately.

Consumer response co-ordination unit (CRC):The consumer response co-ordination unit has the sales manager the units temporarily handle by the CSSS. The CRC unit receives complaints and grievance from the market either through phone calls or through sales force. It sends regular reports to the corporate office.

Distribution patterns:Direct operation Plant Plant Plant Plant

Indirect operation Plant

Area marketing C&F Distributo r Customer s Consumers

Super stockiest

Route agents

Marketing mix:In the early 1960s, Professor Neil Borden at Harvard business school identified a no of company performance action that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a marketing mix. Professor e. Jerome mc carthy, also at the Harvard business school in the early 1960s, suggested that the marketing mix contained four elements: product, price, place, and promotion. Diagram:-

In popular usage marketing is the promotion of products especially advertising and branding. However in professional usage the term as a wider meaning, which recognize the marketing is customer cantered. Products often developed to meet the desires of groups of customers or event, in some cases for specific customers.

The four ps are:The product aspects of marketing deal with the specification of the actual goods or services and how it relates to the end user needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support.

Price: this refers to the process of setting, a price for a product, including
discounts. The price need not be monetary- it can simply be what exchanged for the product or services

Promotion: this includes advertising, sales promotion, publicity, and


personal selling, branding and refers to the various methods of product, brand, or company,

Place (or distribution): refers to how the product gets to the


customer; for example, point of sale placement or retailing this fourth p generally to the channel by which a product segment (young adults, families, business people), etc. These four elements are often referred to as the marketing mix, which a marketer can use to craft a marketing plan.

e) H R Functions

Human Resource Management is an essential part for any organization. Moreover, development of this department is the first step, the ground on which the future of the company depends. It is essential for every single business unit and especially for such international company as Coca Cola. It is people, not technology who create the company. Human Resource Management at Coca Cola Company has many advantages. It is the global company and it is impossible to create certain policies or procedures applicable in all divisions of the company, cultural and political differences need to be taken into account. Therefore, the focus of this paper will be on four tasks and duties of Human Resource Management (performance management, compensation, career development, succession planning) based on the United States procedures. Basically the HRM practices are necessary for every organization. But unfortunately in Pakistan not so much used HRM practices. In multinational companies like coca cola have their own separate department of HRM. According senior executive of HR Waqar Mahmood our HR department consist of 29 people in Gujranwala plant.

Every organization has its own policies and strategies by which they control the functions of their departments. Similarly, we also have own policies and strategies by which we control all the functions of our departments. coca cola HR department is also conducting all the practices of HRM like Job analysis and design of work ,recruitment and selection, training and development, performance appraisals, compensation, employee relationships, staff welfare and medical policies and some other things like that. These all practices are conducted by own policies and strategies. HR department not make decisions related of its own department, they also conduct in companys decision.

Job analysis and designing:Job analysis is the procedure for determining the duties and skill requirements of a job and the kind of person who should be hire for it. Job analysis consists of two products one is job description and second job specification. Job description: a list of job duties, responsibilities, reporting relationship, working conditions, and supervisory responsibilities- one product of a job. Job specification: a list of a jobs human requirements that is requisites education, skills, personality, and so on-other product of a job analysis. Coca cola company HR department check its own job description and job analysis in which they get the information about employees work activities, human behavior, performance standard, job context and human requirements and also other information related to this conduct.

HR department of coca cola used this information for Recruiting, selection, compensation, performance appraisal, training, and employees relationship.

Planning and Forecasting:The process of deciding what positions the firm will have to fill, and how to fill them. Coca cola HR department involves in company strategic planning and they also make sufficient planning for hiring new employees in the future. We forecast for the expected employees needs in the organization. We forecast of employees on the change technology and increasing in productivity. After planning we send this report to the head office for approval. If we get approval from the head office then we start recruitment process.

Our recruitment process:Our recruitment process is well established first of all we give ads in news papers, company website, institutions etc.Once we receive an application form, from candidates with required documents and CV. Internal recruitment External recruitment Selection process:The selection process will vary depending on the position youre applying for, as one process cant fit all the different roles we have here at

CCE. However, in most cases a combination of any of the following tools will be used: Interview Group exercises Presentations Psychometric tests Role plays/Situational Exercises Interview The interview is designed to reveal more about you and your experiences. Well ask for examples of how you behaved in different situations, maybe at school, university, a club, at home or in previous jobs. This is not designed to 'catch you out' and our interviewers will never try and trick you into an answer. Be honest, be yourself and it should be an enjoyable experience. Also, dont forget that this is your chance to find out more about us and ask questions. Remember, interviews are a two-way process so use it to understand the nature of the role and to make sure it really is what youre looking for.

Group exercises:Were very much a team at CCE so these will show us how effectively you work with people. Theyre a good opportunity for us to see how you communicate, influence and involve other people in the workplace. Presentations give you the chance to show your ability to communicate to a group of people on a specific topic. You may be given a

topic in advance or on the day, but dont worry youll have plenty of time to prepare.

Psychometric tests:Psychometric tests are timed exercises that examine your abilities and potential. On occasions, we may also use a personality assessment tool that is designed to find out more specific things about you. If youre asked to complete a psychometric test, well send you information and advice in advance on how to prepare.

Role Plays/Situational Exercises:Designed to assess how you react in certain situations, these help to highlight particular skills and how well youre suited for a position. You may be given facts and figures to review, or a report to complete; we may also have an assessor acting as a customer or employee to simulate a situation that could occur in the workplace. Dont worry, youll be given a brief and ample time to prepare.

Training process of employees :Training process is essential part of every employee without training, employee cannot come to now the procedure of work, rules and regulations of firm, sometimes when new technology is introduced it is also responsibility of a firm to train its employees. After recruiting the fresh employee we train them for three months and also pay them salaries after three months they become part of a firm.

We also give training to already exist employee it depend upon condition for example if new technology is introduced first of all we give full training to them about new technology then we allow them to start their job.

Performance appraisal :Coca cola performance appraisal is annually Hr manger waqar mahmood said that we appraise the employee due to their performance about goals of the organization .we set the goals started the year and tell the employees about the goal if the employees achieve this goal we appraise the employees.

Compensation and benefits :Objective of compensation is our compensation objective is to improve performance of employees and convey a message to employees that company is loyal with employees. HR department manage says that employees are our assets, there for we are careful about their health and benefits. We give following compensation and benefits: Basic salary Bonus Medical facility Pick and drop Gratuity fund Social security We get many advantages from our employees because they are happy from company. Our employees are satisfy from our compensation

and in the coca cola never downsizing occurred which shows that well relationship between employees and company.

EMPLOYEES RELATIONSHIP:Employees are the most important assets of every company so it is very important to give them importance. The satisfaction of the employees makes the company successful. The reason is that if the employees of the company are satisfied then they will work hard for the development of the company but if they are not satisfied with the companys policies and they are not given their rights then they will leave the company which can turn into a big loss. So employees relationship is very important for every company. Every company has its own policy. We have also got our own policy by which we give importance to our employees if any employee faces some kind of problem related to his life or work then he can directly go to the manager and he can share all of his problems. This thing should be adopted by every company because this makes the employee satisfied with the company. We believe that an open door policy is the best policy for employees relations because due to this, our employees feel very independent and they know that if they get any problem, they can contact directly to the manager of their department. So we strongly believe that such policy makes our employees satisfy with us.

Safety Policy:We at CCBPL Gujranwala are committed to ensure the maximum level of safety and prevention of loss for our employees, assets and visitors.

We believe in the involvement of each and every one of us in this effort and realize the importance of every individuals contribution to safety. We strive for continuous improvement in our safety standards and to the consistently meet or exceed them. We therefore, will make certain that the necessary financial and personnel resources are made available in order to continuously improve our safety standards. With this belief we vow to. Set our safety standard at a level that ensures compliance with governmental and company requirements. Protect our employees and ensure public safety extending throughout our organization. Integrate sound safety practices in to our daily business operation even in the absence of specific regulatory requirements use the results of research and new technology to minimizing the safety risks of our operations equipment, products and packages taking in to account the associate costs or profit for each safety benefits. Ensure accountable for each our and every one to use in responsible to and

actions.

Establish

mechanisms

communicate

effectively with employees Consumers and government on our safety performance. We believe in safety. We adhere to our safety principles. We deliver.

H R Department Chart:-

Asst. General Manager HR (AGM)

Dy. Manager IR& Personnel Administrator


Executive HR (Compensation & MIS)

Executive Legal & Administration

Senior Executive (General administration)

Personnel asst (HR & Personnel activities)

f) Financial structures
Finance department:A finance manager heads the finance department. This is a very powerful post in the company and the finance department. This is a very powerful post in the company and the finance manager is the second in command of the unit. The entire plant and operations keep him abreast of their daily functioning, while the AGM mainly attends to the sales functions.

Sources of finance:Coca-cola being a MNC has a wide network and market for its products worldwide. The finance to the company comes from corporate office and financial institution abroad. The units which have been set up in India are subsidiary concerns of group. These units mobilize their own funds and pay lumps amount to the corporate group for getting technology and the product specification to be manufactured in the company, for which the formulation comes from the office situated abroad. The finance department can be broadly segmented into two, the accounting sections and the payables or receivables i.e., working capital. In addition to these sections like stores, shipping, purchase, administration in unit level regional office. The finance manager makes allocations for the different department in consultant heads

Stores:There is a store in-charge and four other people to assist him. All material used for production are under the stores in charge once they enter the company premises. This includes raw material, other material etc. The stores department reports to the finance manager and daily reports are sent

to him. Materials are stocked in accordance with the production schedule and sales target.

Shipping:The functions of the two people including, the purchase in charge who reports to the finance manager.

Purchases:This section functions with two people including the purchase in charge who reports to the finance manager. The plant inform as the stores of the requirements who in turn make a purchase request to the purchase department. Every purchase matter whether concerning the plant or office is handled by the purchase department.

Personnel department:Matters like recruitment, selection. Wage structure, etc is decided at Hyderabad. The respective department heads sanction leaves for the staff. The department is conducting training programs in computers and spoken English to better equip its people to handle the change the organization is under going.

Financial Structure:Any company to start and operate its business has to invest its capital in fixed assets and floating assets and also in meeting the daily requirements of the company. However, depending on the nature of the business and the product being offered by the company the ratio of the investment of capital in fixed and floating assets differ.

g) Research And Developments


Coca-Cola's most senior executives commissioned a secret effort named "Project Kansas" headed by marketing vice president Sergio Zyman and Brian Dyson, president of Coca-Cola USA to test and perfect the new flavor for Coke itself. It took its name from a famous photo of that state's renowned journalist William Allen White drinking a Coke that had been used extensively in its advertising and hung on several executives' walls.[4] The company's marketing department again went out into the field, this time armed with samples of the possible new drink for taste tests, surveys, and focus groups. The results of the taste tests were strong the sweeter mixture overwhelmingly beat both regular Coke and Pepsi. Then tasters were asked if they would buy and drink it if it were Coca-Cola. Most said yes, they would, although it would take some getting used to. A small minority, about 10-12%, felt angry and alienated at the very thought, saying that they might stop drinking Coke altogether. Their presence in focus groups tended to skew results in a more negative direction as they exerted indirect peer pressure on other participants. The surveys, which were given more significance by standard marketing procedures of the era, were less negative and were key in convincing management to move forward with a change in the formula for 1985, to coincide with the drink's centenary. But the focus groups had provided a clue as to how the change would play out in a public context, a data point that the company downplayed but which was to prove important later.

Management also considered, but quickly rejected, an idea to simply make and sell the new flavor as yet another Coke variety. The company's bottlers were already complaining about absorbing other recent additions into the product line in the wake of Diet Coke. Many of them had sued over the company's syrup pricing policies. A new variety of Coke in competition with the main variety could, if successful, also dilute Cokes existing sales and increase the proportion of Pepsi drinkers relative to Coke drinkers. Early in his career with Coca-Cola, Goizueta had been in charge of the company's Bahamian subsidiary. In that capacity, he had improved sales by tweaking the drink's flavor slightly, so he was receptive to the idea that changes to the taste of Coke could lead to increased profits. He believed it would be "New Coke or no Coke", and the change must take place openly. He insisted that the containers carry the "NEW!" label, which gave the drink its popular name. Goizueta also made a visit to his mentor and predecessor as the company's chief executive, the ailing Robert W. Woodruff, who had built Coke into an international brand following World War II. He claimed he had secured Woodruff's blessing for the reformulation, but even many of Goizueta's closest friends within the company doubt that Woodruff truly understood what Goizueta intended. Goizueta always said he had.

h) Future Plannings
This report is to investigate Coca Cola Company. On this coursework I will look at the company on all aspects from their business functions, organizational structures to the company's objectives. I would have to look at the departments within the business and the functional areas within these departments, also look at the different management styles within the business, looking at the organizational structure, the communication used within the business, and the impact of ICT on the organizations communications. The manufacturer, Coca-Cola and Company distributor is of the world's leading beverage

marketer

non-alcoholic

concentrates and syrups. Along with Coca Cola, the world's best known brand, The Coca Cola Company markets four of the world's top-five soft drink brands, including Diet Coke, Fanta and Sprite. Throughout the world, no other brand is an immediately recognizable as Coca Cola. With operations in more than 200 countries, a diverse workforce comprised of more than 200 different nationalities, communicating in more than 100 different languages, The Coca Cola Company is part of the fabric of life in each of the communities they serve throughout the world. It operates as a local business partner, providing quality in the marketplace, enhancing the workplace, preserving the environment and strengthening the community. Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Coca-Cola was invented in May 1886 by Dr. John S. Pemberton in Atlanta, Georgia. The name 'Coca-Cola' was suggested by Dr. Pemberton's bookkeeper, Frank Robinson. He kept the name Coca-Cola in the flowing script that is famous

today. Coca-Cola was first sold at a soda fountain by mixing Coca-Cola syrup with carbonated soda in Jacob's Pharmacy in Atlanta by Willis Venable. During the first year, sales of Coca-Cola averaged nine drinks a day, adding up to total sales for that year of $50. Since the year's expenses were just over $70, Dr. Pemberton took a loss. Today, products of The Coca-Cola Company are consumed at the rate of more than one billion drinks per day. In 1893, Coca Cola was registered in the United States and then further investment was put into it to expand the business. To handle the enormous capacity of its business, the Coca Cola Company has divided up into six operating units: Middle and Far East Groups, Europe, The Latin America Group, The North America, The Africa Group and The Minute Maid Company. The Head Quarters is situated in the United States. The country that I'm going to be concentrating on is the United Kingdom and how the company works in the U.K. I drew up this action plan as a guide to priorities what information I need to complete this report. The method of research I will use the most on this report will be secondary research such as the annual reports, etc. Coca Cola also have limited liability as they are a public limited company. A limited company is owned by its shareholders. There is no legal maximum to the number of shareholders. There are two forms of Limited Liability Company in the UK, the Private Limited Company (Ltd) and the Public Limited Company (Plc). The essential difference, between the two, is that the Private Limited Company cannot legally offers its shares to the general 'public', therefore this form of company is usually associated with family run businesses. Whilst the Public Limited Company can sell its shares

to the general public on the Stock Exchange, providing the potential for far greater finances to be raised. The owners of a limited company are referred to as its members, or shareholders. An individual can become an owner of the business by purchasing shares in that business. When the profits of the business are distributed to shareholders, they are distributed in the form of a dividend. The value of the dividend is decided upon not by the owners, but by the Directors of the business. Some shareholders had invested their life savings and not only lost their money, but their homes, limited liability was designed to protect shareholders from this mistake, but the key motive was to ensure that large projects could continue to raise capital. Coca Cola's Objectives of the Company. Mainly all companies' objectives are to survive, maximize their profits and to expand their business, however, from when Coca Cola had started, over the years they had achieved these objectives. So the company has come up with six strategic objectives to provide the company with a framework for the company's success. In 2003, every function of The CocaCola Company integrated these priorities into their business plans. And this year, they will continue to establish these priorities, and their benefits into every aspect of the business.

i) Overall information regarding coca-cola


Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines internationally. The Coca-Cola Company claims that the beverage is sold in more than 200 countries. It is produced by The Coca-Cola Company in Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft-drink market throughout the 20th century. The Coca Cola is a beverage company, manufacturer, distributor, 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 400 brands in over 200 countries or territories and serves 1.6 billion servings each day. Coke is it -- it being the world #1 soft-drink company. The CocaCola Company (TCCC) owns four of the top five soft-drink brands (CocaCola, Diet Coke, Fanta, and Sprite), Its other brands include Minute Maid, PowerAde, and Dasani water. In North America it sells Group Danon&s Evian; it also sells brands from Dr Pepper Snapple Group (Crush, Dr Pepper, and Schweppes) outside Australia, Europe, and North America. The firm makes or licenses more than 3,000 drinks under 500 brand names in some 200 nations. Although it does no bottling itself, Coke owns 34% of the

worlds #1 Coke bottler Coca-Cola Enterprises (CCE); 32% of Mexicos bottler Coca-Cola FEMSA; and 23% of European bottler Coca-Cola Hellenic Bottling.

OVER VIEW:Coca-Cola were invented by Atlanta pharmacist, John Stith Pemberton in 1886, since that time The Coca-Cola Company has grown to represent over 400 different brands in 200 countries. Coca-Cola Ltd. (CCL) is responsible for developing and marketing the brands of The Coca-Cola Company, and various other brands, to consumers in Canada, and for the protection of our trademarks here in Canada. CCL is a subsidiary of the Coca-Cola Company, the worlds leading Beverage Company, with worldwide headquarters in Atlanta, Georgia. In addition, Coca-Cola Ltd. owns and operates The Minute Maid Company Canada Inc. Coca-Cola Bottling Company (CCBC) is our local primary

Canadian bottler responsible for manufacturing, sales and distribution of most Coca-Cola brands in Canada. CCBC is a division of Coca-Cola Enterprises, the worlds largest Coca-Cola bottler. The two partner organizations, CCL and CCBC, represent one beverage provider system which collectively employs over 5,000 people across Canada. Coca-Cola beverages have been sold and distributed in Canada for more than one hundred years. In 1906, the first Canadian-made CocaCola bottles came off the production line at 65 Bell woods Avenue in Toronto. Today, the Coca-Cola system in Canada has seven production plants and employs approximately 5,500 employees in more than 60 sales centers and satellite locations in all 10 provinces.

The Coca-Cola Company is a vibrant network of people, in more than 200 countries. putting citizenship into action. Through our actions as local citizens, we strive every day to refresh the marketplace, enrich the workplace, protect the environment and strengthen our communities.

Corporate citizenship:Our efforts to identify solutions to environmental challenges, we seek the cooperation of public, private and governmental organizations. We direct our companys skills, energies and resources toward activities and issues where we are confident of making a powerful and effective contribution. The Coca-Cola Identity We are stewards of brands universally recognized for quality and consistency. Maintaining an established standard of excellence in our business conduct is essential if we are to continue to be trusted neighbors in the communities where we do business. Our efforts towards environmental management exhibit this level excellence at the local, division, and corporate levels. We will take progressive actions that focus on minimizing our impact on the environment while striving towards continuous improvement. We act responsibly, doing the right thing with regard to the local and global environment as we build and nurture strong brands. As responsible stewards of the environment and our brands, we will take progressive actions that focus on minimizing our impact on the environment and strive for continuous improvement. Our goal is to be environment management leaders in the communities where we conduct business. We provide leadership in three critical areas:

Water efficiency and water quality Energy efficiency Eliminating or minimizing solid waste Our activities focus on community involvement based on understanding local and global environmental issues, leadership on research to provide innovative solutions, and open and ongoing dialogue on our environmental efforts.

Coca-Cola headquarters:The Coca-Cola Headquarters is a campus in Midtown Atlanta, Georgia that is home to The Coca-Cola Company. The most visible building on the site is a 29-story, 403foot (122.8 m) high One Coca-Cola Plaza. located on the corner of North Aven and Luckie Street. Completed in 1979, the architects were FABRAP and the designer Torn Pardue.

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

Vision:- 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 peoples 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.

Values:Our 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, its 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 didnt

Be the Brand: Inspire creativity, passion, optimism and fun

CEO:Muhtar Kent is Chairman of the Board and Chief Executive Officer of The Coca-Cola Company.

Coca-Cola in India:-

Coca-Cola the corporation nourishing the global community with the worlds largest selling soft drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, giving new thumbs up to the Indian soft drink market. In the same year, the Company took over ownership of the nations top soft-drink brand and bottling network. Its no wonder our brands have assumed an iconic status in the minds of the worlds consumers.

Company Portfolio:Our Company continues to expand our beverage portfolio in order to meet consumers evolving needs and preferences. We currently offer more than 3,300 Coca-Cola beverages around the world. Visit our Products section to learn about beverage variety, product safety and quality, nutrition, hydration, sweeteners and how our beverages can fit into your healthy, active lifestyle.

The various flavors and sub- brands are fallows:CSD (Carbonated soft drinks) Coca Cola ThumsUp Limca Sprite Fanta

Mazaa Pulpy Orange Minute maid nimbu fresh

CEO COCA COLA INDIA


Atul Singh (President, India and South West Asia Business Unit). Atul Singh is the President of Coca-Cola India and South West Asia Business Unit, a responsibility that he took over on September 1, 2005. He was earlier the President of East, Central & South (ECS) China Division of Coca-Cola. Atul is responsible for Coca Colas operations in India, Sri Lanka, Bangladesh, Bhutan, Nepal and the Maldives.

Coca cola beverages president & CEO


President CEO : Atul Singh : Tirumalai Krishna Kumar

Coca-Cola India Head Quarters


Company Coca Cola India,

Contact Person Alexander Von Behr, Dr. G.m.Tiwari, Address State Enkaya Towers, Udyog Vihar-v, Gurgaon, Haryana,

Zip/Pin Country Tel Fax Info serve Beverages.

122106, India, 0124-2648041/ 571, 0124-26348144/ 146, Sweetened Carbonated No-alcoholic Beverages, Ready-to-

Coca-Cola India Vizag:


Company Address State District Coca Cola India, Coca-Cola, Murali nagar,NH-5, Andhra Pradesh, Visakhapatnam 530016.

Coca-Cola international level:CCSF:- Coca-Cola Food Service


Innovation is always on tap with Coca-Cola Food Service (CCFS). Restaurateurs can find ways to increase sales, better manage personnel, increase profits and grow the business through CCFS. Bringing creativity and consumer and industry insights to food and beverage operators, CCFS offers operators ways to build and sustain profit and growth and develop their brands.

Coca-Cola beverages:Coca-Cola is worldwide leader in beverage innovation and creativity, throughout its 122-years ownership of the world most valuable brand and

producing currently 2800 beverages , Coke takes pride in being a product and service innovator in 50 countries Where in operates. On Guam, the northern Mariana Islands and all over Micronesia, Coca-Cola exemplifies this leadership in innovation as its regularly introduce new quality products to the region.

Market share:The market share of Coca-Cola is shown in the following table. Coca-Cola Indias consolidated share of carbonated soft drinks is 57.8%, Four Coca-Cola brands have market shares of over 10%. Coca-cola & Thums up Sprite Limca Fanta 12.2% 10.9% 10.0% 25.6%

Achievements:Coca-Cola is one of the Warren Buffets Top 5 holding Company. Re entering in India 1993. Introducing of Kinley water bottle in the year 1994. Starting of Coca-Cola online in the year 1996. Celebrating a 100 anniversary with first world wide bottle conference in the year 1985. I time of introducing 2 liters, plastic bottles with bottle grip handle.

Coca-Cola India Private Limited:-

Company Overview
Coca-Cola India Private Limited produces carbonated drinks. It offers soft drinks, juice drinks, fruit drinks, and bottled water, as well as ice tea and cold coffees. The company was founded in 1993 and is based in Gurgaon, India. Coca-Cola India Private Limited operates as a subsidiary of Coca-Cola South Asia Holdings, Inc.

Key Executives
Mr. Atul Singh
Chief Executive Officer and President

Mr. Deepak Jolly


Vice President of Public Affairs and Communications

Mr. Richard L. Miller


Regional Vice President of North

Ms. Sangeeta Pendurkar


Vice President of Strategy

Mr. Viraj Chouhan


Senior Manager of Corporate Communications

Description of Products:Sprite Fanta Maaza Pulpy Orange Minute Maid Nimbu Clear Lemon Orange Mango Pure Orange Lemon

Kinley

Pure Water

Coca-Colas Brand order:COLOJK

Co - Cola L - Lemon 0 - Orange J - Juice K - Kinley

- Coke, Thums up. - Sprite, Limca - Fant - Mazaa, Pulpy, Nimbu fresh - Soda, water

Generally Shops are called Outlets, These out lets are 4 type There is
Convenience out lets Grocery out lets E&D-l E&D-2

Contents of out lets:Convenience Outlets : - It had all type of items available. Ex: pan shops, STD points etc. Grocery Out lets : - It was located on bus stops and public spots. Ex: - Busy malls, provision stores, large shops etc.

E&D -l E&D -2

: - wine shops , Lodges etc. :- Bar and Restaurants, Hotels etc.

In sales purpose outlets (channels) are divided 4 types, that is Diamond Gold - 800 cases (+) per. Annum

- 500 to 799 cases p.a

Silver -200 to 499 cases p.a Bronze - 1 to 199 cases p.a In Income purpose Outlets (Channels) are divided 3 types, that is High level Income Medium level income Low level income Mostly Coca-Cola using 2 types of Coolers, that is Visi Cooler Chest Cooler

Coca-Cola provides different outlets for different Coolers.


Cooler Size (Cases) 4 7 9 10 Out Let (Channel) Bronze Silver Gold Gold

15 20 30

Diamond Diamond Diamond

Types of Products available sizes:200 ml Coke, Thums Up, Limca, Sprite, Fanta, Mazaa, And Mazaa Tetra 250ml 300 ml 330 ml 350 ml 600 ml Mazaa-RCB Coke, Thums Up, Limca, sprite, Fanta, kinley -RGB Coke. Thums, sprite, Fanta cans or tins. Coke, Thurns Up, Lirnca, sprite, Fanta Pet- Xpress pack Coke, Thums Up, Lirnca,sprite, Fanta, Mazaa pet,mobile pack 400 ml 1.25 ml 2 let 1 .2 let 1 .2 let 500 ml 1.5 let 500 ml Minuete maid, Pulpy orange, Nimbu fresh Mobile pack Coke, Thums Up, Limca, sprite, Fanta fridge pack Coke, Thums Up, Limca, sprite, Fanta party pack Mazaa Pulpy orange Soda Soda Water

1 let 2 let

Water Water

Types of Drinks
SSD - Sparkling soft drink CSD - Carbonated soft drink RGB - Returnable glass bottle PET - Poly ethylene turf ethylated

Coca-Cola took order booking 2 types, i.e,


Line order Alternate order Line order booking: it had order taken every day. Regularly Coca cola follows this order. Alternative Order booking: it had order taken every 3days at once. Sometimes company fallows these order.

PLANT LAY-OUT:The lay-out of the bottling plant of Coca-cola vizag confirms to the products on lines lay-out. The machines and equipment have been imported from Germany, which products the best capital investment in the World. The machinery and all the equipments is arranged according to the sequence of operations, the machines and workers are specialized in drink industry. They are specialized in operations such as the syrup, clearing the bottles, filling

the bottles. Crating and sealing the bottles with crown. All these operations are carried on a continuous movement.

THE REASONS FOR CHOOSING THE PRODUCT LAY-OUT: There is continuous supply of material. The brands are all standardized products. The demand for products brands are reasonable stable. The volume of production is adequate for the reasonable utilization of equipment. Due to above reasons the product lay-out offers certain advantages. The production cycle is speedier up. Since the company follows a continuous movement, the cost of material handling goes low. The total floor space required by the machine is less than for other types of plant lay-outs.

PLANT CAPACITY:The company installed latest up to automatic plant confirming to plant lay-out. The capacity of the plant is 24000 bottles per hour i.e., at the speed on the 400 B.P.M. implying 400 bottles per minute. In the months from March to June, the plant is used to its full capacity by running their shifts every day. Each shift consists of 8 hours. So, during the summer season the plant is run round the clock, i.e, 24 hour. This is because the demand reaches its peak in its summer months. The company has to produce enough bottles of soft drinks at a speed to keep in pace with the disappearance of soft drinks from the shelves of the retailers.

PRODUCTION SCHEDULE:-

The production schedule is fixed by taking into consideration the present or current market demand, the availability of empty bottles and also the inventory position of differ flavors. The production schedule for each brand is fixed daily, filling the bottles of each brand and flavor. This has an advantage in that the branded products can be manufactured once at a time. The glass bottles used for filling soft drinks are of the volumes of containing 300m1 of soft drinks. There are also bottles of 500rnl capacities to be filled soft drinks.

QUALITY CONTROL:Coca-Cola vizag takes great care to maintain the quality control of the products in their factory. The bottles are visually examined for impurities continuously, as the bottles move out. Samples are checked every ten minutes of production time by the chemist for its quality and hygiene condition. The chemical analysis is also made for flavors, gas contents and sugar percentages. The appearance, smell and taste of the products are also checked. If any defects are noticed the production is suspended and the connection measures are taken so as to set right the bottling process irregularities, further samples from each batch are dispatched to the affiliated parent agency company in each week for quality check up. Moreover, agency of the company also lifts sample from the market at random for quality checkup at any to make sure that the quality is maintained to the exact standard of the parent company. At the end of the production schedule, daily all the equipment, plant floor and wet patches are cleaned with bleaching powder of some other solution, the standards of hygiene maintained inside the production shops are commendable.

SYRUP MAKING:In this process the syrup of a particular is prepared by heating sugar with activated carbon power and filter aid (Hyfloces super cell) in treatment tank for a specified time and up to a particular temperature. During the treatment most of the colors, odor and some Organic impurities are removed from sugar syrup. This treated syrup then passed through filter press, fitted with filter papers and heat exchangers and clear syrup is collected in the syrup making tank, the essence of particular product will be added fOr which a required. Amount sugar is taken for treatment. Sugar syrup and essence are mixed in the tank with the help of mechanical stirrer and eventually the flavor syrup is ready to be used in the end use product.

WATER TREATMENT:This is the second in the process of soft drink manufacture. Water is the basic ingredient in the soft drink, which comprises up to 90% of the quality. Hence, the quality of water is brought to treatment tank and then water treatment chemicals such as hydrated lime, bleaching powdered Ferro sulphate are added to the tank and mix thoroughly with the help of mechanical stirrer.

THE REASONSFOR WATER TREATMENTS ARE: It removes hardness and converts the water into soft water. It frees the water from micro organisms.

Reduces the alkalinity to a required level. Removes suspended matter in water. This treated water passes though the specially designed filtration plant containing chemical such activated carbon ( granular) and finally the manufacturer will get the water suitable for soft drink bottling. For maintaining equipments in hygiene conditions soda bicarbonate is used.

BOTTLING:In this process both the concentrate and the purified water are mixed together along with carbon dioxide gas and then bottled. In soft drinks field, only reusable glass bottles sparkling clean and they are sterilized before the beverage is filled. For this purpose the company makes use of machine known as Bottle Washer. For cleaning of bottles washing chemicals such as caustic soda and tn-sodium phosphate are used. In the bottle washing system, in one end of washer the dirty bottles are fed and the bottles are washed automatically while passing through various designed chambers containing chemical solutions at different temperatures and concentration. Hot water is used for cleaning the bottles. The bottles, after sterilization are collected at the other end of the washer. They are then sending towards Filler on conveyor belts. Before the beverage reaches the filling machine fit is saturated with carbon dioxide gas in carbonated after being chilled. This carbon dioxide gas gives Fizz to the soft drinks and along side pro larges the shelf life of the products. The bottles then are moved on the conveyor belts to the filling machines where the beverage is filled under pressure and bottles are sent to the crowner where sealing is done with the help of crowns. The crowns are

used to retain the carbonation, flavors as well as to protect the products form spoilage and contamination.

CRATING:The bottles collected from conveyor belts area placed manually into plastic crakes. Each plastic case has capacity of 24 bottles. These crakes protect the bottles from breakage and for easy handling of bottles. These crakes are put on specially designed vans for carrying bottles and are sent to various consumption points.

DISTRIBUTION SETUP:Coca-Cola India ?vt Ltd. Covers the five district of the territory through 172 distributors appointed at various locations for secondary di Coca-Cola India., REACHES THE 2200 OUTLETS OF Vizag city trough its four dealers. Each dealer is assigned a specific area which is further divided.. Dealer is given to salesmen depending upon the potential of his route. The total covered by the plant is put to around 15,000 nos., in the five districts in the Visakha patnarn city contributes to 2200 put lets.

CHAPTER-3 AN OVERVIEW OF CUSTOMER SATISFACTION

a) Theoretical frame work

3.1 INTRODUCTION
Customer is the king; this is all the more apt for today business environment where, all other factors remaining more or less constant, it is the value addition to the customer that is making all the difference. Customer satisfaction depends on the performance relative to a expectations. A key premise in customer satisfaction is understanding the needs and meeting or exceeding the expectations of customers. Furthermore, this is done while optimally using resources. While most companies have developed strategies to improve quality and external customer service, internal customer satisfaction is a much neglected component of quality improvement. To this end, it is important to emphasize that total customer satisfaction can be attained only if all employees devoted to external customer satisfaction can work together and assist each other to achieve the common objective, when the internal customer isnt satisfied; Relationships with the external customer suffer. So, it suggested to adopt customer oriented approach to keep the internal customer satisfied and motivated, who in turn will focus their attention and energy upon meeting the requirements of their customers, thereby maximizing the customer, thereby maximizing the customer satisfaction.

Customer satisfaction survey is the process to monitor the satisfaction quotient of their people. In internal satisfaction surveys therefore tracks the return on your investments in keeping your people happy, high salaries, a quality culture, a healthy work environment. Last, but not the least internal customer satisfaction survey helps in finding the critical areas, which need further improvement.

NEED OF INTERNAL CUSTOMER SATISFACTION:Rapidly growing organization. High or growing turnover rate. Excessive rumors Highly competitive industry. Planned and recent organizational changes. BENEFITS OF INTERNAL CUSTOMER SATISFACTION: It creates better teamwork and n improved work process. It leads to higher output and superior quality product. It decreases the turnover. Reduced overheads, and increase customer satisfaction levels inter departmental. It enhances communication and hence helped in team building, hence there is less wasted effort caused by lack of common purpose and poor communication. A good employee feedback survey improves employee attitude and boosts morals. EXTERNAL CUSTOMER-SUPPLIER RELATIONSHIP: In an organization, from procuring an order to delivering the final product, as of activities takes place. There are different departments to which these activities, eg: - Raw material for production is purchased by one

department. And Applied to other department where the production initiates. Thus every department Play an ortanti role of a customer and supplier as well. The importance of a customer is well known from the maxim, Customer is the king. Earlier, organizational administrators concentrated only on the satisfaction of external customers i.e. the target market. But now it is being realized that if the internal customer is satisfied the quality as well as the quantity is also appreciable. Higher the custom satisfaction index, higher will be the quality of the production. This results in the satisfaction of external customers and ultimately brings profits & prosperity to the organization. It can benefit the organization in following ways: There will be less employee turnover. Optimum utilization of available resources will take place. High job satisfaction and feeling of belongingness in employees. Qualitative product. Least conflicts in the departments. Good reputation in the market and many more benefits can be accrued. Thus, every department should ensure that the customer department is satisfied with the product and services provided by it as it will result into an overall improvement of the organization. Company Internal Marketing External Marketing

Employee ---interactive---- customer

To serve a final customer first of all a company has to satisfy his employees. If employees are satisfied then they will ultimately satisfy the final customer. Three types of marketing arise. These are as follows: 1) Internal marketing:It is defined as when company communicates its policies to the employees. In this understands their employees & provides good working condition, compensation and incentives so as to satisfy their employees. Company satisfies their employees because they are The person n touch with the final users. 2) External marketing:When company communicates with its final end user regarding the product complaints & suggestions so as to satisfy them. 3) Interactive marketing:In this employees communicate company product to its final end users.

3.2 SATISFACTION
Todays companies are facing their toughest competition ever. These companies can outdo their competition if they can move from product and sales philosophy to a marketing philosophy. We spell out in detail how companies can go about winning customers and outperforming competitors. The answer lies in doing a better job of meeting and satisfying customers needs. Only customer- centered companies are adept at building customers, not just building product. They are skilled in market engineering, not just product engineering. Too many companies think that it is the marketing/sales departments job to procure customers. If that department cannot, the company draws the conclusion that its marketing people arent very good. But in fact,

marketing is only one factor in attracting and keeping customers. The best marketing department in the world cannot spell products that are poorly made or fail to meet anyones need. The marketing department can be effective only in companies whose various departments and employees have designed and implemented a competitively superior customer, value-delivery system. Although the customer oriented firms seek to create high customer satisfaction, its main goal is to maximize customer satisfaction, first the company can increase customer satisfaction by lowering its prices, but results may be lower profits second the company might be able to increase prices. Third the company has many stake-holders including employees, dealers, Suppliers and stock holders spending more to increase customer satisfaction might divert funds from increasing the satisfaction of other partner. Estimate the company must operate on the philosophy that it is trying to deliver a high level of satisfaction to the other stake- holder within the constrains of its, Resources. From the past studies of last three decades we observed that the companys first task is to create and satisfy customers. But todays customers face a vast array of product and brand choice prices and suppliers. It is generally believed that customers estimate which offer will deliver the most value customers are like value maximizes, within the bounds of search costs and limited knowledge, mobility income, they form an expectation of value and act on it, whether or not the offer lives up to the value expectations affects customers satisfaction and their repurchase probability.

When we talk about customer satisfaction, we talk about creativity. Creativity allows us to handle or diffuse problems at hand or later on in the process of conducting the everyday We talk about how, or rather what, does the organization have to do to gain not only the sale but also the loyalty of the customer. We want to know the payoff of the transaction both in the short and long term. We want to know what our customers want. We want to know if our customers are satisfied. Satisfaction, of course, means that what we delivered to a customer met the customers approval. We want to know if customers are delighted and willing to comeback, and so on. Fleiss and Feldman present examples of that delightfulness in their writings. Fleiss has written about Ben and Jerrys ice cream and Feldman has discussed excellence in a cab ride. As important as delightfulness is, some of us minimize it, or even totally disregard it. At this point, we fail. Some of the issues that will guarantee failure in sales, Employees must adhere to a rigid chain of command. Employees are closely supervised. Conflictin whatever formis not allowed. Rewards are based on carrot-and- stick. Improving Customer Satisfaction:Published standards exist to help organizations develop their current levels of customer satisfaction. The International Customer Service Institute (TICSI) has released The International Customer Service Standard (TICSS). TICSS enables organizations to focus their attention on delivering excellence in the management of customer service, whilst at the same time providing recognition of success through a 3rd Party registration scheme.

TICSS focuses an organizations attention on delivering increased customer satisfaction by helping the organization through a Service Quality Model. TICSS Service Quality Model uses the 5 Ps - Policy, Processes, People, Premises, Product/Services, as well as performance measurement. The implementation of a customer service standard should lead to higher levels of customer satisfaction, which in turn influences customer retention and customer loyalty.

Customer Grievances Customer Focus Customer Property

Customer Satisfaction

Customer Feedback Special Requirement Of Customer

Timely Supply

Because customer satisfaction is a subjective, non quantitative state, measurement wont be exact and will require sampling and statistical analysis.

Customer satisfaction measurement must be undertaken with an understanding of the gap between customer expectations and attribute performance perceptions. There should be some connection between customer satisfaction measurement and bottom-line result.

NEED OF INTERNAL CUSTOMER SATISFACTION SURVEY ARISES DUE TO FOLLOWING REASONS. Rapidly growing organization. High or growing turnover rate. Excessive rumors Highly competitive industry. Planned and recent organizational changes. BENEFITS OF AN INTERNAL CUSTOMER SATISFACTION SURVEY It creates better teamwork and much improved work process. It leads to higher output and superior quality product. It decreases the turnover. Reduced overheads, and increase customer satisfaction levels inter departmental. It enhances communication and hence helped in team building, hence there is less wasted effort caused by lack of common purpose and poor communication. A good employee feedback survey improves employee attitude and boosts morals.

INTERNAL CUSTOMER-SUPPLIER RELATIONSHIP

In an organization, from procuring an order to delivering the final product, a series of activities takes place. There are different depts. To which these activities are assigned. Eg: - Raw material for production is purchased by one department and supplied to other department where the production initiates. Thus every department Play an octant role of a customer and supplier as well. The importance of a customer is well known from the maxim, Customer is the king. Earlier, organizational administrators concentrated only on the satisfaction of external customers i.e. the target market. But now it is being realized that if the internal customer is satisfied the quality as well as the quantity is also appreciable. Higher the customer satisfaction index, higher will be the quality of the production. This results in the satisfaction of external customers and ultimately brings profits 8& prosperity to the organization. It can benefit the organization in following ways: There will be less employee turnover. Optimum utilization of available resources will take place. High job satisfaction and feeling of belongingness in employees. Qualitative product. Least conflicts in the departments.

Good reputation in the market and many more benefits can be


accrued.

3.3 CUSTOMER VALUE


Customer delivered value is the difference between the total customer value and total consumer cost. Consumer value is the bundle of benefits customers expect from a given product or service. Total consumer cost it the bundle of costs consumer expect to incur in evaluating, obtaining and using the product. That two customers can report being highly satisfied for different reasons. one may be easily satisfied most of the time and other might be hard to please but was pleased on this occasion. Companies should also note that managers and salespeople can manipulate their ratings on customer satisfaction. They can be especially nice just before the survey. They can also try to exclude unhappy customers from the survey. Another danger is that if customers will know that the company will go out of its way to please customers, some customers may express h dissatisfaction (even if satisfied) in order to receive more concession.

DELIVERING CUSTOMER VALUE AND SATISFACTION: The value chain is a tool for identifying ways to create more customer value, every firm is a collection of activities that are performed to design, produce, market, deliver and support its product. The value chain identifies nine strategically relevant activities that create value and cost in a specific business. These nine value-creating activities consist of five primary activities and four support activities. INTERNAL RECORD SYSTEM:

Marketing managers rely on internal reports on orders, sales, prices, cost, inventory levels, receivables, payables, and so on. By analyzing this information, they can spot important opportunities and problems.

THE MARKETING INTELLIGENCE SYSTEM (MIS): Products; A marketing intelligence system is a set of procedures and sources used by managers to obtain everyday information about developments in the marketing environment. Marketing managers collect marketing intelligence by reading books, newspapers and trade publications; talking to customers, suppliers and distributors; meeting with other company mangers. First, it can train and motivate the sales force to spot and report new developments. Sales representatives are positioned to pick up information missed by other means. Second, the company can motivate the distributors, retailers, and other intermediaries to pass along important intelligence. Third, companies can collect competitive intelligence by purchasing competitors attending open houses and trade shows; reading competitors publishing reports; attending stockholders meeting; talking to employees, dealers, distributors, suppliers, and freight agents; collecting competitors ads; and looking up news stories about competitors on the internet. Customer satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance in retain to his or her expectations. As this definition makes clear, satisfaction is a function of perceived and expectations. If the performance falls short of exception, the customer is dissatisfied. If the performance matches the exception, the customer is highly satisfied. If the performance exceeds exception, the

customer is highly satisfied or delights. Powerful research, quality, and planning tools to carry out the improvement process in your department and company. Youll learn how to identify and to assess and measure

3.4 Customer Experience


Companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch when a better offer comes along. Those who are highly satisfied or delighted. Companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch. High satisfaction or delight creates an emotional bond with the brand, not just a rational performance. The result is high customer loyalty. Most successful companies are rising expectations and delivering performances to match. These companies are aiming for TCS-total customer satisfaction. The key to engineering high customer loyalty is to deliver high customer value according to Michael planning, in this delivery profitable value; a company must develop a competitively superior value proposition and superior value delivery system. A company value proposition is much more then its positioning on a single attribute, it is a statement about the resulting experience customer will have from the offering and their relationship with the supplier. The brand must be representing a promise about the total resulting experience the customer can expect. Whether the promise is kept depends upon the companys ability to manage its value delivery system.

The value-delivery system includes all the communication and channel experiences the customer will have on the way to obtaining the offering. Brand marketers try to distinguish brand from others by a unique selling proposition. Whether customers will actually receive the promised value proposition will depend upon the marketers ability to influence various core processes. For customer- centered companies, customer satisfaction is a both a goal and marketing tool. Companies that achieve high customer satisfaction ratings make sure it their target marketing knows it. With the globalization and technological advances, and deregulation that is takes place in recent years endless opportunities and in the market place. Giving more meaning to the phase Behind every problem is o brilliantly disguised opportunity but what marketing should do with these issues. With the above development marketing has taken major shifts in the past tow decades from the traditional production concept to product concept. To selling concept because of the liberalization policies adopted by many nations the markets or developing countries are flooded buy the wide variety of products giving both to a new concept that is selling concept. This concept holds that Consumers and business, if left above, will .ordinarily not bay enough of the organizations products the organizations must therefore, undertake an aggressive selling and promotion effort. According to this concept the consumers must be induced to bay products more and more with the help of effective selling and promotional tools. This philosophy worked for the companies seeking short run results, but not for the long run. Because if gives more emphasis to pushing the products into the markets whether they may or may not have the potential.

In recent years with the growing number of MNCs and domestic companies a wide assertion of products, and service were made available to the consumers. This shift in market place gave birth to a new concept what is called marketing concept. According to this concept, the key to achieving its organizational, goals consists of the company being more effective than competitors in creating, delivering and communicating consumer value to its chosen target markets. This concept gave more emphasis to customer needs, and marketing profits by satisfying the customers, offering the highest customer delivered value. Whether the customer is satisfied after purchase depends on the offers performance in relation to the buyers expectations. Satisfaction is a persons feelings of pleasure of disappointment resulting from comparing a product perceived performance (or outcome) in relation. to his or her expectation. In this system a suggestion! Compliant register is maintained at the, branch head quarters of the company making easy for its customers to deliver sections and complaints. This information provides companies with many good as and enables then to act quickly to resolve problems. They send questionnaires to a random customer to know about the Faction with their product & take steps to recovery deficiencies. This method is not widely adopted in India. In this method the fired by the for the purpose pose as potential and. reply strong all week points

3.5 Customers analysis


Company contacts the customers who have shopped buying who have attached over to another supplier to learn why this happened. As we how out of the above 4 methods of measuring customers satisfaction Irvey is the widely used method, Deacon Chronicle company is also adopting the me method to measure its customer satisfaction. A customer is not dependent on us. We are dependent on him a customer is not an interruption of our work. He is the purpose of it. We not do a favor by serving him. He is doing us a favor by giving us the port unity to do so. A customer is a person who brings us his wants. It is our job to handle them to him and to ourselves. We believe that the customers estimate which product or offer will deliver the t value. Customers are value maxi misers, with in the bounds of search costs a limited knowledge, mobility and income. They from an expectation of values and act on it. Whether or not the offer up to the value expectation affects both satisfaction and repurchases profitability.

3.6 Customer perceived value


Our premise it that customers will buy from the firm that they see as offering highest perceived value. CPV is the difference between the prospective customers evaluation of all the benefits and all the costs of an offering and the alternatives, TOTAL CUSTOMER VALUE is perceived monetary value of economic, functional and psychological benefits customer expect from market offering.

3.7 Measuring customer satisfaction

Organizations need to retain existing customers while targeting noncustomers; Measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an abstract concept and the actual

manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other factors the customer, such as other products against which the customer can compare the organizations products. Work done by Paraguayan,

3.8 Seven Steps Of Customer Satisfaction

A. Encourage Face-to-Face Dealings: This is the most daunting and downright scary part of interacting with a customer. If youre not used to this sort of thing it can be a pretty nerve- wracking experience. Rest assured, though, it does get easier over time. Its important to meet your customers face to face at least once or even twice during the course of a project.

My experience has shown that a client finds it easier to relate to and work with someone theyve actually met in person, rather than a voice on the phone or someone typing into an email or messenger program. When you do meet them, be calm, confident and above all, take time to ask them what they need. I believe that if a potential client spends over half the meeting doing the talking, youre well on your way to a sale. B. Respond to Messages Promptly & Keep Your Clients Informed: This goes without saying really. We all know how annoying it is to wait days for a response to an email or phone call. It might not always be practical to deal with all customers queries within the space of a few hours, but at least email or call them back and let them know youve received their message and youll contact them about it as soon as possible. E if youre not able to solve a problem right away let the customer know youre working on it. A good example of this is my Web host. Theyve had some trouble with server hardware which has caused a fair bit of downtime lately. At every step along the way I was emailed and told exactly what was going on, why things were going wrong, and how long it would be before they were working again. They also apologized repeatedly, which was nice. Now if they server had just gone down with no explanation I think Id have been pretty annoyed and may have moved my business elsewhere. But because they took time to keep me informed, it didnt seem so bad, and I at least knew they were doing something about the problems. That to me is a prime example of customer service. C. Be Friendly and Approachable: A fellow Site Pointer once told me that you can hear a smile through the phone. This is very true. Its very important to be friendly, courteous and to make your clients feel like youre their friend and youre there to help them out. There will be times when you want to beat your clients over the head repeatedly with a blunt object - it happens to all of us.

Its vital that you keep a clear head, respond to your clients wishes as best you can, and at all times remain polite and courteous. D. Have a Clearly-Defined Customer Service Policy: This may not be too important when youre just starting out, but a clearly defined customer service policy is going you a lot of time and effort in the long run. If a customer has a problem, what should they do? If the first option doesnt work, then what? Should they contact different people for billing and technical enquiries? If theyre not satisfied with any aspect of your customer service, who should they tell? Theres nothing more annoying for a client than being passed from person to person, or not knowing who to turn to. Making sure they know exactly what to do at each stage of their enquiry should be of utmost importance. So make sure your customer service policy is present on your site and anywhere else it may be useful. E. Attention to Detail also known as The Little Niceties: Have you ever received a Happy Birthday email or card from a company you were a client of? Have you ever had a personalized sign-up confirmation email for a service that you could tell was typed from scratch? These little niceties can be time consuming and arent always cost effective, but remember to do them. Even if its as small as sending a Happy Holidays email to all your customers, its something. It shows you care; it shows there are real people on the other end of that screen or telephone; and most importantly, it makes the customer feel welcomed, wanted and valued.

F. Anticipate Your Clients Needs & Go Out Of Your Way To Help Them Out:

Sometimes this is easier said than done! However, achieving this supreme level of understanding with your clients will do wonders for your working relationship. Take this as an example: youre working oh the front-end for your clients exciting new ecommerce endeavor. You have all the images, originals and files backed up on your desktop computer and the site is going really well. During a meeting with your client he/she happens to mention a hard-copy brochure their internal marketing people are developing. As if by magic, a couple of weeks later a CD-ROM arrives on their doorstep complete with high resolution versions of all the images youve used on the site. A note accompanies it which reads: Your client is heartily impressed, and remarks to his colleagues and friends how very helpful and considerate his Web designers are. Meanwhile, in your office, you lay back in your chair drinking your 7th cup of coffee that morning, safe in the knowledge this happy customer will send several referrals your way. G. Honor Your Promises: Its possible this is the most important point in this article. The simple message: when you promise something, deliver. The most common example here is project delivery dates. Clients dont like to be disappointed. Sometimes, something may not get done, or you might miss a deadline through no fault of your own. Projects can be late, technology can fail and sub-contractors dont always deliver on time. In this case a quick apology and assurance itll be ready ASAP wouldnt go amiss.

3.9 Role of Customer satisfaction in Marketing

Customer satisfaction plays a huge role in the success (or failure) of your marketing campaign. Creating a successful marketing strategy begins and ends with knowing your target audience. If your target audience is leaving messages like the one to the left - well no viral marketing messages can overcome a lack of customer service. In the days prior to the World Wide Web and the ensuing social media explosion - the holy grail of marketing was advertising. In a nutshell, word of mouth marketing depends upon customer satisfaction to generate buzz in the community. One satisfied customer tells another and suddenly, a business would find its sales growing without spending precious dollars on traditional advertising. In a vicious catch 22 the very businesses who could benefit the MOST from a traditionally orchestrated marketing campaign were the ones least likely to do so. These hard working small businesses could count on their supremely satisfied customers to spread the word. The reason I say that this is a vicious catch 22 is that a business that delights its customers is the one most likely to see results from a properly, marketing campaign. Even though she hadnt read my book, she had followed the steps outlined in the book beautifully. Her product was not only tightly targeted to a specific market; it also addressed an issue which literally consumed her target audience. So, it wasnt surprising that after launching a new web site marketing strategy with a redesigned web site, new business blog and an email newsletter, that she began enjoying phenomenal success. After 6 short months the results were literally amazing. Her newsletter had a 76%

sign up rate. That meant that out of 100 visitors to her site, 76 were signing up for her newsletter. (For the rest of us, an average sign up rate for an online newsletter is about 13 %.) In a nutshell, my clients sales were climbing and customer service was effortless because customers were delighted with her product. Yet, my client was upset. Turns out, she had been making the info guru free telecasts rounds and as a result, her expectations for her marketing were really out of line. Sometimes - its hard in our current culture - where most marketing messages seem to be a study in hyperbole - to see how making the sale on the back of establishing unrealistic expectations is like blowing your nose with a tissue filled with sneezing powder. Sure, youll make a few short term sales - but when you make unrealistic promises which cant be fulfilled - you end up with a slew of customers who are not satisfied. No matter how successful your marketing efforts are - they will never be able to overcome an inherent lack of customer satisfaction. Seek first not to understand - but rather to delight your customers. Once your customers are delighted - then the rest is relatively easy TCS-total customer satisfaction:The key to engineering high customer loyalty is to deliver high customer value according to Michael learning, in this delivery profitable value, a company must develop a competitively superior value proposition and superior value delivery system. A company value proposition is much more then its positioning on a single attribute; it is a statement about the resulting experience customer will have from the offering and their relationship with the supplier. The brand must be representing a promise about the total resulting experience the customer can expect. Whether the

promise is kept depends upon the companys ability to manage its value delivery system. The value-delivery system includes all the communication and channel experiences the customer will have on the way to obtaining the offering. Brand marketers try to distinguish brand from others by a unique selling propositions. Whether customers will actually receive the promised value proposition will depend upon the marketers ability to influence various core processes. For customer- centered companies, customer satisfaction is a both a goal and marketing tool. Companies that achieve high customer satisfaction ratings make sure it their target marketing knows it. With the globalization and technological advances, and deregulation that is takes place in recent years endless opportunities and in the market place. Giving more meaning to the phase Behind every problem is o brilliantly disguised opportunity but what marketing should do with these issues. With the above development marketing has taken major shifts in the past tow decades from the traditional production concept to product concept. TO selling concept because of the liberalization policies adopted by many nations the markets or developing countries are flooded buy the wide variety of products giving both to a new concept that is selling concept. This concept holds that Consumers and business, if -left above, will ordinarily not bay enough of the organizations products the organizations must therefore, undertake an aggressive selling and promotion effort. According to this concept the consumers must be induced to bay products more and more with the help of effective selling and promotional tools. This philosophy worked for the companies seeking short run results, but not for the long run. Because if gives more emphasis to pushing the products into the markets whether they may or may not have the potential.

In recent years with the growing number of MNCs and domestic companies a wide assertion of products, and service were available to the consumers. This shift in market place gave birth to a new concept what is called marketing concept. According to this concept, the key to achieving its organizational, goals consists of the company being more effective than competitors in creating, delivering and communicating consumer value to its chosen target markets. This concept gave more emphasis to customer needs, and marketing profits by satisfying the customers, offering the highest customer delivered value. Whether the customer is satisfied after purchase depends on the offers performance in relation to the buyers expectations. Satisfaction is a persons feelings of pleasure of disappointment resulting from comparing products perceived performance (or outcome) in relation to his or her expectation. Many companies are aiming for high satisfaction because customers who are just satisfied still find it easy to switch a better offer comes along those who are highly satisfied are must less ready to switch satisfaction or delight creates and emotional found with the brand, not just a rational preference. The result is high customer loyalty. The key to generation high customers loyalty is to deliver high customer value. However, there are four methods companies use to track customer satisfaction

Types of Consumer Buying Behavior:Types of consumer buying behavior are determined by: Level of Involvement in purchase, decision. Importance and intensity of interest in a product in a particular situation.

Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others. High involvement purchases--Honda Motorbike, high priced goods, products visible to others, and the higher the risk the higher the involvement. Types of risk: Personal risk Social risk Economic risk The four type of consumer buying behavior are: Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc. Limited Decision Making--buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand. Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/ performance /psychological risk. Examples include cars, homes, computers, education. Spend alot of time seeking information and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process. Impulse buying, no conscious planning. The purchase of the same product does not always elicit the same Buying Behavior. Product can shift from one category to the next. For

example: Going out

for dinner for one person may be extensive decision

making (for someone that does not go out often at all), but limited decision making for someone else. The reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision making.

Categories that Effect the Consumer Buying Decision Process:A consumer, making a purchase decision will be affected by the following three factors: Personal Psychological Social The marketer must be aware of these factors in order to develop an appropriate MM for its target market.

Personal
Unique to a particular person. Demographic Factors. Sex, Race, Age etc. Who in the family is responsible for the decision making? Young people purchase things for different reasons than older people.

Psychological factors:Psychological factors include: Motives:A motive is an internal energizing force that orients a persons activities toward satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one. If marketers can identify motives then they can better develop of the soft drinks industry marketing mix. Maslow hierarchy of needs!! Physiological

Safety Love and Belonging Esteem Self Actualization Need to determine what level of the hierarchy the consumers are

at to determine what motivates their purchases. Motives often operate at a subconscious level therefore are difficult to measure. Perception:What do you see? Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. We chose what info we pay attention to, organize it and interpret it. Information inputs are the sensations received through sight, taste, hearing, smell and touch. Selective Exposure-select inputs to be exposed to our awareness. More likely if it is linked to an event, satisfies current needs, intensity of input changes (sharp price drop). Selective Distortion-Changing/twisting current received information, inconsistent with beliefs. Advertisers that use comparative advertisements (pitching one product against another), have to be very careful that consumers do not distort the facts and perceive that the advertisement was for the competitor. A current example... MCI and AT&T....do you ever get confused? Selective Retention-Remember inputs that support beliefs, forgets those that dont. Average supermarket shopper is exposed to 17,000 products in a shopping visit lasting 30 minutes-60% of purchases are unplanned. Exposed to 1,500 advertisements per day. Cant be expected to be aware of all these inputs, and certainly will not retain many.

Interpreting information is based on what is already familiar, on knowledge that is stored in the memory. Ability and Knowledge:Need to understand individuals capacity to learn. Learning, changes in a persons behavior caused by information and experience. Therefore to change consumers behavior about your product, need to give them new information re: product...free sample etc. South Africa...open bottle of wine and pour it!! Also educate American consumers about changes in SA. Need to sell a whole new country. When making buying decisions, buyers must process information. Knowledge is the familiarity with the product and expertise. Inexperience buyers often use prices as an indicator of quality more than those who have knowledge of a product. Non-alcoholic beer example: consumers chose the most expensive six-pack, because they assume that the greater price indicates greater quality. Learning is the process through which a relatively permanent change in behavior results from the consequences of past behavior. Attitudes:Knowledge and positive and negative feelings about an object or activity maybe tangible or intangible, living or non- living...Drive perceptions individual learns attitudes through experience and interaction with other people. Consumer attitudes toward a firm and its products greatly influence the success or failure of the firms marketing strategy. Consumers screen information that conflicts with their attitudes. Distort information to make it consistent and selectively retain information that reinforces our attitudes. I.e. Brand loyalty. There is a difference between attitude and intention to buy (ability to buy). Personality:-

All the internal traits and behaviors that make a person unique, uniqueness arrives from a persons heredity and personal experience. Examples include: Workaholics Compulsiveness Self confidence Friendliness Adaptability Ambitiousness Dogmatism Authoritarianism Introversion Extroversion Aggressiveness Competitiveness. Traits affect the way people behave. Marketers try to match the store image to the perceived image of their customers. There is a weak association between personality and buying behavior; this may be due to unreliable measures. Nike ads. Consumers buy products that are consistent with their self concept. Lifestyles:Recent US trends in lifestyles are a shift towards personal independence and individualism and a preference for a healthy, natural lifestyle. Lifestyles are the consistent patterns people follow in their lives. Example healthy foods for a healhy lifestyle. Sun tan not considered fashionable in US until 1920s. Now an assault by the American Academy of Dermatology. Social Factors:-

Consumer wants, learning, motives etc. are influenced by opinion leaders, persons family, reference groups, social class and culture. Opinion leaders:Spokes people etc. Marketers try to attract opinion leaders....they actually use (pay) spokespeople to market their products. Michael Jordon (Nike, McDonalds, Gatorade etc.) Can be risky.. .Michael Jackson.. .OJ Simpson.. .Chevy Chase Roles and Family Influences:Role....things you should do based on the expectations of you from your position within a group. People have many roles. Husband, father, employer/employee people have many roles. Individuals role are continuing to change therefore marketers must continue to update information. Family is the most basic group a person belongs to. Marketers must understand: That many family decisions are made by the family unit Consumer behavior starts in the family unit Family roles and preferences are the model for childrens future family (can reject/alter/etc) Family buying decisions are a mixture of family interactions and individual decision making Family acts an interpreter of social and cultural values for the individual. The Family life cycle: families go through stages; each stage creates different consumer demands: Bachelor stage....most of BUAD3O1 Newly married, young, no children....me Full nest I, youngest child under 6 Full nest II, youngest child 6 or over

Full nest III, older married couples with dependant children Empty nest I, older married couples with no children living with them, head in labor force Empty nest II, older married couples, no children living at home, head retired Solitary survivor, in labor force Solitary survivor, retired Modernized life cycle includes divorced and no children. Individual identifies with the group to the extent that he takes

Reference Groups:on many of the values, attitudes or behaviors of the group members. Families, friends, sororities, civic and professional organizations. Any group that a positive or negative influence on a persons attitude and behavior. Membership groups (belong to) Affinity marketing is focused on the desires of consumers that belong to reference groups. Marketers get the groups to approve the product and communicate that approval to its members. Credit Cards etc.!! Aspiration groups (want to belong to) Disassociate groups (do not want to belong to) Honda, tries to disassociate from the biker group. The degree to which a reference group will affect a purchase decision depends on an individuals susceptibility to reference group influence and the strength of his/her involvement with the group. Social Class:An open group of individuals who have similar social rank. US are not a classless society. US criteria; occupation, education, income, wealth, race, ethnic groups and possessions. Social class influences many aspects of our lives. ie upper middle class Americans prefer luxury cars Mercedes.

Social class determines to some extent, the types, quality, and quantity of products that a person buys or uses. Lower class people tend to stay close to home when shopping; do not engage in much repurchase information gathering. Stores Project Definite class images. Family, reference groups and social classes are all social influences on consumer behavior. All operate within a larger culture. Culture and Sub-culture:Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation. Culture also determines what is acceptable with product advertising. Culture determines what people wear, eat, reside and travel. Cultural values in the US are good health, education, individualism and freedom. In American culture time scarcity is a growing problem. IE change in meals. Big impact on international marketing. Culture can be divided into subcultures: Geographic regions Human characteristics such as age and ethnic background. Ie West Coast, teenage and Asian American. Culture affects what people buy, how they buy and when they buy. Understanding Consumer Buying Behavior offers consumers greater satisfaction (Utility). We must assume that the company has adopted the Marketing Concept and are consumer oriented.

CHAPTER-4 DATA ANALYSIS AND INTERPRETATION

1.Out let category: a)convenience b)grocery c)E&D1 Total no of out lets: 67 Name of out lets Convenience Grocery E&D 1 E&D 2 No of out lets 55 9 2 1 % of out lets 82 13 3 2 d)E&D2

Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation: It is observed that in this area (srikakuam district) out of total 67 outlets 82% are belongs to convenience 13% are belongs to grocery and 3% belongs to E&D1 and 2% belongs to E&D2.

2) Sales per day: a)1 b)2 c)3 d)3to5 e)5to20 Total no of out lets: 67 Sales by cases a)1 b)2 c)3 d)3to5 e)5to20 No of respondents 14 31 19 2 1 % of respondents 21 46 28 3 2

Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation: It is observed that out of total 67 outlets I was noticed that sales per day according to cases is 1 case sales is 21% and 2 cases sales is 46% and 3 case sales is 28% and 4to5 cases sales is 3% and 6 to 15 cases sales is 2%.

3) Did you purchase OYA HAIER FRIDGE: a) Yes b) no

Total no of outlets:67 No of customers Yes No No of respondents 67 0 % of respondents 100 0

Sales

1st Qtr 2nd Qtr

4th Qtr

Interpretation: It is observed that out of 67 outlets whole 67 outlets customers are purchased the OYA refrigerator.

4) Usage of the fridge: a)Only coca-cola products b)Competitor products c)Other products Total no of products:67 Usage of the fridge Only coca-cola products Competitor products Other products No of respondents 64 1 2 % of respondents 95 2 3

Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation: It is observed that out of 67 outlets 95% customers are using only coca-cola products and 2% are using the competitor products and 3% are using the other products.

5) Did u purchase 3 case 200ml+1csd 1.25ltr drinks: a)Yes b)No

Total no of outlets:67 No of customers Yes No No of respondents 62 5 % of respondents 92 8

Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation; It is observed that out of 67 outlets 92% are purchased the 3 case 200ml+1csd 1,25ltr drinks and remaining 8% are purchased are not received.

6)How does the fridge works: a)fair b)good c)excellent

Total no of outlets:67 Fridge performance fair good excellent No of respondents 40 27 0 % of respondents 60 40 0

Column1

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation; It is observed that out of 67 outlets 60% are responded that the fridge working condition is fair and remaining 40% are responded that it is good.

7)Do you think coupon scheme is good: a) Yes b)No

Total no of outlets:67 Coupon scheme Yes No No of respondents 67 0 % of respondents 100 0

Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation; It is observed that out of 67 outlets whole customers are responded that coupon scheme is good.

8) How many months has been the usage: a)1 to 3 months Total no of outlets:67 Usage 1 to 3 months 3 to 6 months >6 months No of respondents 5 34 28 % of respondents 7 51 42 b)3 to 6 months c)>6 months:

Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation; It is observed that out of 67 outlets 7% customers are responded that they were used from 1to3 months and 51% are using from 3to6 months And 42% are from more than 6 months.

9)Redumption of cupons: a) Every month Total no of outlets:67 Redumption Every month Every 2months No of respondents 56 11 % of respondents 84 16 b) Every 2 months

Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation;

It is observed that out of 67 outlets 84% redumption of coupons is helding at every month and 16% are in every 2 months.

10)Are you getting the money back with the coupons regularly: a) Yes b) no

Total no of outlets:67 Getting money Yes no No of respondents 61 6 % of respondents 91 9

Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation; It is observed that out of 67 outlets 91% customers are getting money and 9% are not getting money.

11)Is the capacity of the fridge is sufficient: a) Yes b) No

Total no of outlets:67 Capacity Yes No No of respondents 42 25 % of respondents 63 37

Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation; It is observed that out of 67 outlets 63% customers are satisfied with capacity of fridge and 37% are not satisfied with capacity.

12.Are you satisfied with the product/scheme: a) Yes b) No

Total no of outlets:67 scheme Yes No No of respondents 67 0 % of respondents 100 0

Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation; It is observed that out of 67outlets 100% customers are satisfied with product scheme.

13.No of empty glass shells present at the out let: a.>3 Total no of outlets:67 Empty glass shells a.>3 b.<3 No of respondents 29 38 % of respondents 43 57 b.<3

Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation; It is observed that out of 67outlets 43% are having greater than 3empty shells and 57% are having less than empty shells.

14.What other products do you sell other than RGB in coca cola: a.can b. pet bottles c.water bottles d.soda e. tetra pack

Total no of outlets:67 RGB can pet bottles water bottles soda tetra pack No of respondents 8 67 67 67 22 % of respondents 12 100 100 100 33

Sales

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation; It is observed that out of 67outlets 12% cans and 100% pet bottles and100% water bottles and 100% soda and33% tetra packs are selling other than RGB.

CHAPTER-5 SUMMARY& SUGGESTIONS

a) SUMMARY
In this chapter the overall summary was given briefly to understand the total project at glance. The project entitled A Study on Effect of Own Your Asset Scheme on Customer Satisfaction with reference to Hindustan Coca-Cola Beverages Private Limited, Visakhapatam has been divided into five chapters to arrange the total information in perfect manner. The First chapter includes the introduction, need for the study, objectives of the study and limitations of the study. Through this chapter we can know the overview of the soft drinks industry and Hindustan Coca-Cola Beverages Private Limited i.e. detailed manner. In the Introduction (a). The details of the soft drinks i.e. Origin of the soft drinks industry, growth of the industry and the major players of the industry and total details of the Coca-Cola products. After giving the topic the details of the company, the topic introduction was given like the definition of the topic collected from different sources and the definition, the importance of the study and use of the study to the company were clearly explained. This help to understand why the researcher has chosen the topic as his project. After the introduction the Need for the Study (b) has been explained briefly. In this, why the investigator has chosen that the topic and what can she gets from that study and how it is useful to him is explained briefly. Because without any need the study will not be conducted. After explaining the need of the study the Objectives of the Study (e) was given. In this part, what information the investigator wanted collect and why

she wanted to the project in that particular company and what goal she wanted to reach though this project has been clearly explained. After explaining the objectives of the study methodology was given. This clearly explains the data that we are considering. Finally the Limitations of the Study (g) were given in the next part. Forever study there will be some limitation and we may call those as hurdles for the study. The limitations may call those as hurdles for the study. The limitations may be the time limits, financial limits or troubles from the environment. In this study environment means the markets and the lack of awareness in the retailer. The Second Chapter includes genesis and growth of the company, organization structure of the company, all the functional areas like marketing, HR, finance and production, finally the future trends of the company. All these functions are explained. In Origin And Development Of The Company (a), the origin of the soft drinks industry and Coca-Cola products and its gradually growth of the company has been explained. The growth of the company has shown year by year. After the explanation genesis and growth of the company the Organization Structure (b) of the company and its importance and the use has been explained with the organization chart of the company. By using the organization chart we can understand the position of the management. In that company and the relation between the superiors and subordinates in the company. The organization structure can decided the future of the company whether it is going to be successful or a failure one. After this The Marketing levels (d) of the company has been explained in a very detailed manner. In the marketing strategies of the company and the technique of the company has been explained. After the marketing function the HR Functions (e) of the Coca-Cola products has been explained. In this the company providing education, health, welfare activities. After the HR Functions the Financial

structers (f) of the company has been explained in a very detailed manner. In the Financial Functions of the company and the Financial technique of the company has been explained. After the Financial Functions the Production levels (c) was explained very clearly point by point. In this chapter the detail starting from the different types of soft drinks etc. Finally the future trend of the company also explained.

The Third chapter includes the theoretical framework. In this chapter, detail information of the customer satisfaction. In this chapter, it clearly shows that what is satisfaction, need of internal customer satisfaction, benefits of internal customer satisfaction, external customersupplier relationship, satisfactions, customer value, delivering customer value and satisfaction, internal record system, the marketing intelligence system (MIS),customer experience, customers analysis, customer perceived value, Measuring customer satisfaction, Seven Steps Respond Of to Customer Messages Satisfaction, Encourage Face-to-Face Dealings,

Promptly & Keep Your Clients Informed, Be Friendly and Approachable, Have a Clearly-Defined Customer Service Policy, Attention to Detail also known as The Little Niceties, Anticipate Clients Needs & Go Out Of Your Way to Help Them Out, Honor Your Promises, Role of Customer satisfaction in Marketing. The Fourth chapter includes the Analysis and Interpretation of the Study. It contains lot of valuable information regarding the company and also the customer have been collected from the survey, which helped me to clearly understand the customer satisfaction of soft drinks and Coca-Cola products. The Fifth chapter includes the summary, findings of the study, suggestions and conclusion which were given to the company. Summary is a tool to understand the total study of the investigator at a glance very briefly. In this summary the details of each and every chapter were kept to make

the observer understood the total project clearly. After the summary part the findings from the study were given. All the findings are picked out from the interpretations of the collected data. After the findings of the study part, the suggestions were given to observations that we have observed through the whole project. These suggestions may be useful to rectify to the faults of the company. Finally the conclusion that we have concluded through project. Finally appendix of the analysis and data interpretation and the bibliography were attached to the project work, which were used to complete the project successfully.

b) FINDINGS

Market share of the organization is more. It is market leader. Most of the retailers (56%) require the daily supply (service) from the soft drink companies, which indicates the high sales of the soft drinks. Most of the retailers are highly satisfied with the service (supply) of Coca-Cola Company. The scheme offered by the company is not in a position to attract a greater pool of customers. Only few percentage of the people are willing to continue the scheme as it s not that much effective.

The consumption of fruit based soft drinks has been highly increased and goes on increasing. The reason for this is the awareness of the health consciousness in the people. The current scheme is not suitable to all seasons and also it is not having any innovative characteristics in it, hence it is not accepted by all the people. It is most suitable to the people who are taking new dealership of the Coca-Cola products for the first time and the people who are already having dealership are not benefited with this scheme. The service from the company is good. The companys customer relationship management is also good. The company is having strong sales force. Majority of people are looking forward for more effective and useful offers from company.

c) SUGGESTIONS
The company might have got more response from the customers if it communicated more effectively and in correct time. The schemes offered by Coca-Cola to the retailers should be increased and also profitable to the retailers.

As most of the retailers require the daily supply, the Company has to supply the drinks daily to the retailers, so that they can serve the consumers according to their requirements. If they dont supply the drinks daily to the time and sufficiently the sales will be decreased.

The company should take care of the customers needs and wants to make them satisfied, then only they will promote the companys products and thereby will help to increase the sales of the company.

Capacity of the van should be increased. It is needed for the company to find the big customers by offering good schemes.

It is suggestible to the company that the company should offer this type of schemes in the correct season.

d) CONCLUSION

Soft drink industry is a vast growing industry when compared to other industries. This industry is a place where two major players are there in the world. Coca-Cola Company is one of them. Doing my project in CocaCola is a great experience as it gave me lot of opportunity and scope to understand the soft-drink industry and its marketing structure and distribution channels.

Lot of valuable information regarding the company and also the retailers, has been collected from survey, which helped me to understand the real problems faced by the marketers to distribute and also make retailers to sell the companys products in the market. I understood how difficult to do the marketing in the resent scenario to get success in the marketing field. From the analysis of the data collected from the retailers I got some important findings regarding the company and the industry. For those findings some of the suggestions were given to the company and were really applicable for the growth and benefits for the company in order to increase its market share and to become the market leader in the soft drink industry.

QUESTIONNARE
Customer satisfaction on OYA Fridge
Outlet name: Contact person: Route no:

1.Outlet category: a.convenience b.grocery 2.Sales per day: ..

c.E&D 1 d.E&D 2

3.Did you purchase OYA HAIER FRIDGE: a.Yes b.no

4.Usage of fridge: a.Only coca cola products b.compitators products c.others products

5.Did you purchase 3 case 200ml+1csdb1.25ltr drinks: a.Yes b.no

6.Howmdoes the fridge works: a.fair b.good

c.excellent

7.Doyou think coupon schemeis good: a.yes b.no

8.How many months has been the usage: a.1to3months b.3 to 6 months c. >6 months

9.Redumption of coupons: a.every month

b.every months

10.Are you getting the money back with the coupons regularly: a.yes b.no

11.Is the capacity of the fridge is sufficient: a.yes b.no

12.Are you satisfied with the product/scheme: a.yes b.no

13.No of empty glass shells present at the out let: a.>3 b.<3

14.What other products do you sell other than RGB in coca cola: a.can b. pet bottles c.water bottles d.soda e.tetra pack

BIBILOGRAPHY

REFERENCE BOOKS: Management theory and practice Management, 7/e Pearson education, 2006. : Robbins Research methodology and statistical tools An introduction to statistical methods: c.b.Gupta & Vijay gupta Marketing management Marketing management Marketing management Advertising management Marketing management Consumer behavior Consumer behavior Consumer behavior International marketing 1. International marketing JOURNALS: Indian journal of marketing Indian journal of marketing Business today Indian journal of marketing The ICFAI journal of marketing management : July 2009 : June 2007 : June 2008 : xxxviii may 2008 : VI, no-1 Feb. 2007 : Sak onkvisit John, j.Shaw : : Hawkins, Best Coney Henry Arsel : : : : Kotler Phillip Ramaswamy & Ramakumari P.K.Agarwal Tappan k.Panda

Web Sites Referred:


www.Coca-Cola.com www.Coca-Colaindia.com www.coke.com www.scribd.com