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Guided by: Mr. Vind Kumar Srivastava & Vishal Kumar (Sales Executive & Sales Manager)

SUBMITED TOH.O.D:- K.K. Mishra S.I.T.M. Barabinki

SUBMITED BYAmit Kumar Verma M.B.A. Final Year (3rd Sem.)

Mr.VIVEK LADHANI, Director Advance Sales &Service, Faizabad,


Soft drink include all type of non alcoholic, carbonate flavored or otherwise sweetened beverage. Soft drinks are mostly packaged in 200 ml, 300 ml, 600 ml, 2 ltr. Bottle and comes in a verity of flavors. It also comes in plastic bottles. They are artificially undergoing many transformation with changing consumers demand, govt. policies and innovation packaging. There industry is much emphasizing advertising to increase there sales.

With the introduction of fruit base soft drinks packaged in cardboard cartoons knows a TETRRA PACKES the bottled soft market has under gone a slight decrease in demand. After 1994 the eminent re-entry of Coco cola in Indian soft drink industry is heading for a giant war between the two competitors to capture the market has already began by various promotion tools like many schemes, advertisements and gift etc. The Project was divided in two different stages. It consists of Preparation of questionnaire, collection from retailer & consumer, tabulation of the data, recommendation and collection.

My first regards are to almighty god it was my trust and belief on him, which enable me to embark upon this task, move on the righteous path and recede the realm of facts. So Success is lock and hard work is the key. My training place is Amrit Bottlers private limited Faizabad immensely helped me to utilize my knowledge practically. I am very thankful to Mr. Vind Kumar Srivastava & Vishal Kumar (Sales Executive & Sales Manager) for providing me an opportunity to take my project. That project was a great experience for me. As is made aware of professional culture that exists in an organization, about the market, qualities required work and how to deal with the customers. I am extremely thankful to our respected faculty Guide Mr.

K.K.Mishra (H.O.D.) SITM Barabanki for giving me there wholehearted support,

guidance and encouragement to me at every step of this project. There valuable suggestions and advices have been a constant source of inspiration to me in completing this project. I am heartily indebted for the co-ordination of all Retailers & respondents who gave their valuable time in listening me and provide information, which are important for project & without whom my project would not have been completed.

Table of Content
1.Title Page 2.Table of Contents 3.Foreword (Introduction) 4.Statement of Objective 5.Research Methodology (a)Research design (b)Data-collection method (c)Sampling (d)Fieldwork 6.Analysis and interpretation 7.Limtations 8.Findings 9.Conclusions and recommendations 10.Appendix(annexure) 11.Bibiliography and Reference 12.Summary report

The objective of any study defines purpose for which study is taken up. It specifies the goal i.e. to be achieved. The project on soft drink is to find out the market share of coke vis--vis Pepsi and to study about distribution channels this basic objective of this research is to find out the answer the following question.

Can the soft drink industry will expand in the future.

What is the market share of coke in cold drink market?

What are strategies to success and dominate the market place of 2005. The analysis the promotional strategies. To study future plan & change.

To conclude and suggest. From the above study, the company measures &

means to increase its sales and upgrade its overall performance. Thus to improve corporate image.


The surveys is an attempt by the company to grow closer to the customer and conveys downs its philosophy customer service and social commitment. However, there are other reasons too, which instigated the company to conduct the surveys these are:

(1) To do everything that can be done over and above what the customer expects. (2) To arrogance a system to provide a company management can know latter about the product of retailers and to tackle them with objectives of satisfying consumers need on a long term basis.

1886-1892: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. Like many people who change history, 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.

Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it out in his distinct He knew there were thirsty people out there, and Candler found brilliant and innovative ways to introduce them to this exciting new refreshment. He gave away coupons for complimentary first tastes of Coca-Cola, and outfitted distributing pharmacists with clocks, urns, calendars and apothecary scales bearing the Coca-Cola brand. People saw Coca-Cola everywhere, and the aggressive promotion worked. By 1895, Candler had built syrup plants in Chicago, Dallas and Los Angeles. Inevitably, the soda's popularity led to a demand for it to be enjoyed in new ways. In 1894, a Mississippi businessman named Joseph Biedenharn became the first to put CocaCola in bottles.

1905-1918:Imitation may be the sincerest form of flattery, but The Coca-Cola Company was none too pleased about the proliferation of copycat beverages taking advantage of its success. This was a great product, and a great brand. Both needed to be protected. Advertising focused on the authenticity of Coca-Cola, urging consumers to "Demand the genuine" and "Accept no substitute." The Company also decided to create a distinctive bottle shape to assure people they were actually getting a real Coca-Cola. The Root Glass Company of Terre Haute, Indiana, won a contest to design a bottle that could be recognized in the dark. In 1916, they began manufacturing the famous contour bottle.

1919-1940:Perhaps no person had more impact on The Coca-Cola Company than Robert Woodruff. In 1923, four years after his father Ernest purchased the Company from Asa Candler, Woodruff became the Company president. While Candler had introduced the U.S. to Coca-Cola, Woodruff would spend more than 60 years as Company leader introducing the beverage to the world beyond. Woodruff was a marketing genius who saw opportunities for expansion everywhere. He led the expansion of Coca-Cola overseas and in 1928 introduced CocaCola 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.

1941- 1959:In 1941, America entered World War II. Thousands of men and women were sent overseas. The country, and Coca-Cola, rallied behind them. Woodruff ordered that "every man in uniform gets a bottle of Coca-Cola for 5 cents, wherever he is, and whatever it costs the Company." In 1943, General Dwight D. Eisenhower sent an urgent cablegram to Coca-Cola, requesting shipment of materials for 10 bottling plants. During the war, many people enjoyed their first taste of the beverage, and when peace finally came, the foundations were laid for Coca-Cola to do business overseas. Woodruffs vision that Coca-Cola be placed within "arm's reach of desire," was coming true -- from the mid-1940s until 1960, the number of countries with bottling operations nearly doubled. Post-war America

1960-1981 :AWORD OF COSTMER 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 CocaCola Company acquired The Minute Maid Company, adding an entirely new line of business -- juices -- to the Company. The Company's presence worldwide was growing rapidly, and year after year, Coca-Cola found a home in more and more places: Cambodia, Montserrat, Paraguay, Macau, Turkey and more.

1981-1989:DIET COKE & NEW COKE The 1980s -- the era of legwarmers, headbands and the fitness craze, and a time of much change and innovation at The Coca-Cola Company. In 1981, Roberto C. Goizueta became chairman of The Board of Directors and CEO of The Coca-Cola Company. Goizueta, who fled Castro's Cuba in 1961, completely overhauled the Company with a strategy he called "intelligent risk taking." Among his bold moves was organizing the numerous U.S. bottling operations into a new public company, Coca-Cola Enterprises Inc. He also led the introduction of diet Coke, the very first extension of the Coca-Cola trademark; within two years, it had become the top low-calorie drink in the world, second in success only to Coca-Cola.

1990-1999:NEW MARKET AND NEW BRANDS The 1990s were a time of continued growth for The Coca-Cola Company. The Company's long association with sports was strengthened during this decade, with ongoing support of the Olympic Games, FIFA World Cup 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 world's fastest growing and most popular spectator sports. And 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.

2000 NOV:COCA COLA NOW In 1886, Coca-Cola brought refreshment to patrons of a small Atlanta pharmacy. Now well into its second century, the Company's goal is to provide magic every time someone drinks one of its more than 400 brands. Coca-Cola has fans from Boston to Budapest to Bahrain, drinking brands such as Ambasa, Vegitabeta and Frescolita. In the remotest comers of the globe, you can still find Coca-Cola. Coca-Cola is committed to local markets, paying attention to what people from different cultures and backgrounds like to drink, and where and how they want to drink it. With its bottling partners, the Company reaches out to the local communities it serves, believing that Coca-Cola exists to benefit and refresh everyone it touches.

Coca Cola enjoys the privilege of being the largest selling soft drink company in the world. Its product Coke, Fanta Limca, Thums-Up, Sprite and Maaza are well known worldwide and are sidely regarded as top, most brands in their respective flavor segments. Soft drink industry is ballooning in India with continuously growth rate that swells more every year. In S.G.A. (sales generating assets) Coca-Cola is leading the market in providing the maximum number of cooling equipments i.e. viz cooler, family fridges and E.B.C. (electro bottle cooler) to their retailer. Coca-Cola is also ahead of Pepsi in providing signages i.e. glow signs and dealers boards to the retailers. Since the Good service, advertising and superior promotional strategies from the basic rules fro survival in the, all the companies are trying to perform their best on these front. Coca-Cola is the leader of this front also. It provides the better service to the retailers that its competitors airs superior quality advertisement and launches better sales promotion schemes into the market. Gut to maintain the position and to improve it even better, it should continuously improve itself through innovative marketing strategies, since the market is highly competitors pocket.

Story of Soft Drinks

Segmented of Soft Drinks:
The Soft Drinks can be segmented on the basis of point of purchase or the basis of type of products. The story of Soft Drinks in Fascinating. Since the beginning of life the most pressing need of all living beings is food and sweet juice when cut open, ditto the watermelon and fresh coconuts. Man learnt the Secrets of these Sources and used them as additional pleasant aid drinks besides water. As year passed in thousand, man tried to imitate nature in preparing these drinks so as to use them as well. As results of laborious Search in 1772, Joseph Priestly combined carbon dioxide with water and artificial produced directed water bubbling with gas spread quickly and parched mouth begin to consume this. The Segmentation on the basis of point of purchase divides the market into two parts-Onpremise-80% of the Consumption of Soft Drinksis done. Premise i.e.- - Restaurants, Railways station, Cinema Hall etc.

AT HOME : :The rest of 25% of the market compromises of the soft drinks purchased for consumption at home. The market can also be segmented on the basis of products. The segmented could be present as follows-> This account for 62 % of the total Soft Drinks at all India Level. The Brands that falls in these categories are PEPSI, Thumsup, and coke.

Non-Cola segmented, which can be further, divided as orange: This segment has 19 % share of the total market. Miranda orange (of Pepsi), Fanta & Gold Spot (Both of the Coke) and Crush represent the orange segment.

Lime : This segment represent 14 % of the total market. Cokes Limca and Pepsis
Mirinda fall in these categories. The market leader is close to 70 % market share of this segment but Sprite has considerably cut into this market

Mango : Slice Mangola and MAZA are leading Mango drinks.

Mango drinks accounts for about 3 % of the soft drink market. There is very thin line of difference between the clear and cloudy lime. The most obvious features is that clear lime has to be bottled in green bottle as sunlight harms the drink and change the taste.

Soft Drinks industries : An Overview

It all began in 1886, when a tree legged brass kettle in Hohn Styth pembertons backyard in Atlanta was brewing the first P of marketing leged. Unaware the pharmacist has given birth to a caromel syrup, which is now the chief ingredient of the worlds favorite drinks. The syrup combined with carbonated the soft drink market. It is estimated that this drink is served with carbonated the soft drink market. It is estimated that drink is served more than one thousand million times in a day. Equally oblivious to the historic value of his actions was Frank IX. Robinson, his partner and book keeper. Pemberton and Robinson laid the first foundation of this beverage when an average nine drinks per day to begins with, upping volumes as sales grew. In 1984, this beverage got into bottle, courtesy a candy merchant from Mississippi. By the 1950s Colas were a daily consumption item, stored in houses hold fridges. Soon were born other non-cola variants of this product like orange and lemon. Now, the soft drink industry has been dominated by three major player---- 1) The New York based Pepsi Co. Inc. 2) The Atlanta based Coca Cola Co. 3) The united Kingdom Based Cadbury Schweppes Through out the glove these major players have been battling it. Out for a bigger chunk of the ever-growing cold drink market. Now this battle has begun in India too. India is now the part of cold drink war. Gone are days of Ramesh Chauhan, Indias one time Cola

King and his bouts of pistol shooting. Expected now to hear the boon of cannons when

the Coca Cola and Pepsi co. battle it out for, as the Jordon goes a bigger share of throat. By buying over local competition, the two America Cola giants have cleared up the arena and are packing all their power behind building the Indian franchisee of their globe gridline brands. The huge amount invested in fracture has never been seen before. Both players seen an enormous potential in his country where swigging a carbonated beverage is still considered a treat, virtually a luxury. Consequently, by world standards Indias per capita consumption of the cold drinks as going by survey results is rock bottom, less than over Neighbors Pakistan & Bangladesh, where it is four times as much. Behind the type, in an effort invisible to consumer Pepsi pumps in Rs 3000 Crores (1994) to add muscle to its infrastructure in bottling and distribution. This is apart from money that companys franchised bottles spend in upgrading their plants all this has contributed to substantial gains in the market. In colas, Pepsi is already market leader and in certain cities like Delhi, Pepsi retailers are on one side & all the other colas put together on the other. While coke executive scruff at Pepsis claims as well as targets, industry observes are of the view that Pepsi has definitely stolen over its competitors coke. Apart from number, Pepsi has made qualitative gains. The foremost is its image. This image turn around is no small achievement, considering that since it was established in 1989, taking the hardship route prior to liberalization and weighed down by export commitment.

Now, at present as there are three major players coke, Pepsi and Cadbury and there is stiff competition between first two, both Pepsi and Coke have started, sponsoring local events and staging frequent consumer promotion campaigns. As the mega event of this century

has started, and the marketers are using this events- world cup football, cricket events and many more other events. Like Pepsi, Coke is picking up equity in its bottles to guarantees their financial support; one side coke is trying to increases its popularity through. Eat Food, enjoy Food, Drink only Coca Cola. Eat Cricket, Sleep Cricket, Drink only Coca Cola. Eat Movies, sleep movies. Drink only Coca Cola. On the other side of coin Pepsi has introduces AMITABH BACHCHAN for capturing the lemon market through MIRINDA lemon with Zor Ka Jhatka Dheere Se Lage?. But no doubt that UK based is also Cadbury is also recognizing its presence. So there is real crush in the soft drink market, with launch of the carbonated organize drink Crush, few year ago in Delhi, the first in a series of a launches, Cadbury Schweppes beverage India (CSBI) has planned. The world third largest soft drinks marketers all over the country. CSBI wholly owned subsidiary of the London based $ 6.52 billion. Cadbury Schweppes is hopping that crush is going well and well not suffer that samefate as the Rs. 175 crore Cadbury indias apple drink Apella. SBI is now with orange (crush), and Schweppes soda in the market.

As orange drinks are the smallest of non-cola categories that in Rs. 1100 crore market with 10 % market share and cola having 50 % is followed by Lemon segment with 25%. The success of soft drinks industry depends upon 4 major factories viz.. 1. Availability 2.Visibility 3. Cooling 4. Range

Availability: it means that the presence of a particular brand at any retailers. If a product is now available at any retailers and the competitors brands are available, the consumer will go for at because generally the consumption of any soft drink is an impulse decision and not predetermined one. Visibility: it is the presences felts, if any outlets has a particular brand of soft drinks sayPepsi Cola and this brands is not displays in the retailers, then its availability is of no use. The soft drinks must be shown off properly and attractively so as to catch the attention of the consumer immediately Pepsi achieves visibility by providing glow signboards, hoardings, calendars etc. to the outlets. It also includes various stands to display Pepsi and other flavors of the company. Cooling: As the soft drinks are consumed chilled so cooling them plays a vital role in boosting up the sales. The brands, which is available chilled, gets more sale then the one, which is not, even if it more preferred one. Range: This is the last but not the least factor, which affects the sale of the products of a particular company,Range availability means the availability of the all flavors in all sizes.

Coca Cola India is American Multinational Company having its corporate Office in Atlanta America, Coca Cola is known World Wide, Coca Cola was born in 1887. After economic liberalization in 1991 many MNCs came in India. Coca Cola started its production on 24th October 1993 at Agra. India is an emerging market, which means that low consumption coupled with big population numbers that adds up to high potential demand. Coke is continuing to stay with multi-brand strategy as it enhance company ability to leverage self space at the retail outlets; it also gives flexibility to offer price-off on brands other than its lead ones Cokes dual brand approach will extend to lemon flavor too since it plants to introduce Fanta Lemon shortly after the can hits the market. Coke is moving slow in India, as it wants to get the strategy right first; build a strong foundation before moving ahead the supply side infrastructure. Has also to be strengthened with the volumes reaching a critical mass; it could well be worth the while of Cokes international suppliers to set up facilities in India: Bell corporation of Colorado is considering setting up a can manufacturing plants near pune and continental Pet Europe has similar plants. Coke considers itself as the gold standard and therefore says that focused on pushing through innovations in the marketplace Coming in with a lower price of Rs. 6 (which has now been raised) and bottle size to 300 ml. Introducing full depth plastic crates when the industry was used to half depth wooden crates has reduces bottle scuffing and breakages drastically.


There is a great opportunity here because per person consumption of cold drinks in India is very low but the potential is high because large population is discoursing hot climate in India. While The Coca-Cola Company is a global company with some of the worlds most widely recognized brands, the Coca-Cola business in India, as in each country where we operate, is a local business. Our beverages are produced locally, employing Indian citizens, our product range and marketing reflect Indian tastes and lifestyles, and we are deeply involved in the life of the local communities in which we operate.

The Coca-Cola Company is a global company with some of the worlds most widely recognized brands, after a 16-years absence, Coca-Cola returned to India in 1993. the Companys presence in India was cemented in November that year in a deal that gave Coca-Cola ownership of the nations top soft-drink brands and bottling network. CocaCola India has made significant investments to build and continually improve its business in India, including new production facilities, wastewater treatment plants, and distribution systems and marketing equipment.

During the past decade, the Coca-Cola system has invested more than US$ billion in India. Coca-Cola is one of the countrys top international investors. In 2003, Coca-Cola India pledged to invest a further US$ 100 million in its operations. Coca-Cola business system pledged directly employs local people in India. approximately 6,000

The Coca-Cola Company exists to benefit and refresh everyone it touches. For us, Quality is more than just something we taste or see or measure. It shows in our every action. We relentlessly strive to exceed the worlds ever-changing expectations because keeping our Quality promise in the marketplace is our highest business objective and our enduring obligation.

More than a billion times every day, consumers choose our brand of refreshment because Coca-Cola is

The symbol of Quality. Customer and Consumer Satisfaction. A Responsible Citizen of the World.

Slogans of Coke Company

Its clear in looking at the slogans over the years that Pepsi and Coke have very different targeting strategies. Coke is touting itself as the original, the authentic and appealing to a sense of traditional, positioning itself as an integral part of the daily American life. Pepsi, on the other hand is promoting itself as something new, young and hip, which seems a little odd after over 100 years. 1886 Drink Coca Cola 1904 Delicious and Refreshing 1905 Coca Cola Revives and sustains 1906 The Great National Temperance 1907Delicious Coca Cola, Sustain, Refreshes, Invigorate 1908 Sparkling-Harmless as Water, and Crisp as Frost 1909 Delicious, Wholesome, Refreshing 1910 Quenches Thirst as Nothing Else Can 1911 - Real Satisfaction in Every Glass 1912 - Demand the Genuine- Refuse Substitutes 1913- A Welcome Addition to any Party-Any time-Anywhere 1914 - Demand the Genuine by Full Name 1916 - just One Glass Will Tell You 1917 - Three million A Day 1919 - Quality Tells the Difference 1920 - Drink Coca Cola with Soda 1922 - Thirst known No Season

1923 - Refresh Yourself 1924 - Pause and refresh Yourself 1925 - The Sociable Drink 1926 - Stop at the Red Sign 1927 - Around the Corner From Anywhere 1928 - A pure drink of natural flavors 1929 - The Pause that refreshes 1930 - Meet Me At the Soda Fountain 1932 - Ice-Cold Sunshine 1933 - Dont Were a Tired, thirsty Face 1934 - Carry a Smile Back to Work 1935 - All Traits Lead to Ice-Cold Coca Cola 1936 - What Refreshing Ought to Be 1936 - The Refreshing Thing to Do 1937 America Favorite Moments 1937 - So Easy tyo serve and so Inexpensive 1938 - Pure Sunlight 1939 Coca Cola goes Along 1939 Thirst Stops Here 1940 - Brings in Your Thirst and Go Away Without It 1941 - Completely Refreshing 1942 - Refreshing That Cant Be Duplicate 1943 - A Taste All Its own 1943 - That Extras Something

1944 - How About a Coke 1945 - Passport to Refreshment 1946 - A Taste All Its own 1947 - Coke Known No Season 1947 - Serving Coca Cola Serves Hospitality 1948 - Where Theres Coke, Theres Hospitality 1949 - Coca Cola..Along the Highway to Anywhere 1950 - Help Yourself to Refreshment 1951 - Good Food and Coca Cola just Naturally Go Together 1952 - What You Want Is a Coke 1953 - Dependable as Sunrise 1954 - For People on the GO 1955 - America Preferred Taste 1956 - Coca-Cola Making Good Things Taste Better 1956 - Feel The Difference 1957 - Sign of a Good Taste 1958 - The Cold, Crisp Taste of Coke 1959 - Be Really Refreshed 1960 - Relax With Coke 1961 - Coke and Food- Refreshing New Feeling 1962 - Coca Cola Refreshes you best 1963 - Things Go Better With Coke 1965 - Something More Than a Soft Drink 1966 - CokeAfter CokeAfter Coke

1970 - Its the Real Things 1971 - Id Like to buy the World a Coke 1974 look Up, America 1976 - Coke Adds Life 1979 - Have a Coke and a smile 1982 - Coke Is it! 1984 - Just For the Taste Of It (Diet Coke) 1985 - Just For the Free Of It 1986 - Catch The Wave 1986 - Red, White and you 1986 - you cant Beat Real Things 1989 - Cant Beat The Feeling 1990 - Cant Beat Real Things 1993 - Always Coca Cola 1994- Taste it All 1995 - Coke It Is 2003 - Jiyo Sir Utha Ke 2004 - Jan Me Hai Dum 2005 - Thanda Matlab Coca Cola 2006 - Thande Ka Tadka 2009-

Organization Structure of Coca-cola Company

Business Units Manager India

Marketing Unit Manager (West)

Marketing Unit Manager (East & North)

Marketing Unit Manager (South)

Unit Manager (Uttar Pradesh)

TDM (Gorakhpur)

TDM (Kanpur)

TDM (Lucknow)

Territory Development Manager (Allahabad)

TDM (Barailly)

Territory Traini

Account Development Coordinator

C.E. (Jaunpur)

C.E. (Gazipur)

Customer Executives (Allahabad)








Sales officers


Sales officers

Sales officers

Market Size and Growth Rate

The particular features of markets is that of positioning And targeting of various brands while Coca Brands of Coke is targeted at teenagers and its positioned as refreshment for mind and body. The Thums-up brands are targeted at people in age group and are positioned as fun drinks. Soft Drink market size for Fyo0 was around 270 mm cases (6480 mm bottle). The market which was witnessing 5-6% growth in the early 1905 and even slower growth at around 2-3% in the late 80s. Presently the market growth has slowed down with growth rate of 78 per annum dawn with growth rate of 7-8% per annum compared to 22% growth rate in the previous year. The market size for Fyo1 is expected to be 7000 mm bottles. The markets growth of 22% till year target still due to high excise duty of 40% leading to higher price of the end product. In terms of SKUS the market is Skewed towards 300 ml which constitutes around 80-85% of the market rest in the form of other pack, size, But with increasing occasion led and home refrigeration led consumption the sales of bigger SKUs like more than1 liter pack size has increasing this has led to increase contribution from pet bottles sales, upto 75% are in the Urban areas. Another skewness is in terms of the time of the year when the consumption takes place. Sales of soft of Drink Takes place during summer while just 5-6 % of the total sales take

in the winter. In summer the high season starts for 70 75 days, which contributes more than 50 % of the total years sales.

COMMON STOCK Ticker symbol: KO
The Coca-Cola Company is one of 30 companies in the Dow. Jones Industrial Average. Share owners of record at year end : 365,189. Shares outstanding at year end: 2.47 billion

STOCK EXCHANGES Inside the United States: Common stock listed and traded: New York Stock Exchange, The principle market for our common stock. Common stock traded: Boston, Chicago, Cincinnati, Pacific and Philadelphia stock exchanges.

Outside the United States: Common stock listed and traded: the German exchange in Frankfurt and the Swiss exchange in Zurich.


The Dividend and Cash Investment Plan permits share owners of record to reinvest dividends from Company stock in shares of the Coca-Cola Company. The plan provides a convenient, economical and systematic method of acquiring additional shares of our common stock. All share owners of record are eligible to participate. Share owners also may purchase Company stock through voluntary cash investments of up to $125,000 per year.

At year end, 76 percent of the Companys share owners of record were participants in the Plan. In 2002, share owners invested $36.7 million in dividends and $25.7 million in cash in the Plan.

If your shares are held in the street name by your broker and you are interested in participating in the Dividend and Cash Investment Plan, you may have your broker transfer the shares electronically to Equi Serve Company, N.A., through the direct registration System.


Coca-Cola began as a fountain. But candy merchant Joseph A.Bledenharn of Mississippi was looking for a way to serve this refreshing this beverage at picnics. He began offering bottled Coca-Cola, using syrup shipped from Atlanta, during an especially busy summer in 1894.

In 1899, large scale bottling become possible when as Candler granted exclusive bottling rights to Joseph b. Whitehead and Benjamin F. Thomas of Chattanooga, Tennessee. The contract marked the beginning of the Coca-Cola Companys unique

independent bottling system that remains the foundation of companys Soft Drinks Operation.

Back then, soda bottles were all very similar.and Coca-Cola had many controllers, which consumers would be unable to identify until they took a sip. The answer was to create a distinct bottle for Coca-Cola. As a result, the root glass company developed the genuine Coca Cola. As a result, the root glass company developed the genuine Coca Cola bottle with the contour shape known around the world in 1915.


TODAY, Cokes products reach consumers and around the world through a vast distribution network made up of local bottling companies. These bottlers are locked around the world and most are in independent business. using concentrates and beverage basis produced by Coca-Cola. The Coca-Cola Company is committed to assist its bottlers with the functions of an efficient bottling operation. Quality Control, monitored constantly by the company, is necessary to produce high quality Soft drinks. At The Coca-Cola Company, quality is more than just something we taste, or see, or measure or manage. Quality shows itself in our every action; it encompasses everything we do. From processing to packaging to pouring, anything less than 100 percent quality beverages we can produce every time. At The Coca-Cola Company, through our globally accepted and validated manufacturing processes and Quality Management Systems, we ensure that our manufacturing facilities are equipped to provide the consumer with the highest possible quality beverage each time. Let us now take you through the processes and Quality Assurance Programs followed by our world-class manufacturing facilities in India.

Even before the plant is constructed, the site is selected based on the availability of source water meeting the portability quality standards. At all our carbonated and noncarbonated soft drink manufacturing locatins, the source water is tested for all requirements of potable drinking water. Independent third party accredited laboratories always conduct the analysis. The source water is then properly protected and re-tested periodically to ensure conformance to portability standards. The water us then drawn through sealed pipelines into the storage tanks in secured water treatment areas of the manufacturing plant.

1. The first step in the manufacturing of soft drinks is the disinfections of water using the globally approved procedure of chlorination. This treatment ensures the destruction of microorganisms including pathogens and oxidation of heavy metal ions and organic impurities. 2. The second step is the filtration at the molecular level, which is achieved either by coagulation/flocculation or reverse osmosis. Contaminants commonly removed by this process include : Dirt, clay and any other suspended matter in the water. Microbial matter (including bacteria, yeast, moulds. Virus, protozoa). Heavy metals and compounds, which may cause an off-taste.

When coagulation/flocculation is used, colloidal materials and suspended particles are removed by settling plus enhanced filtration multi-media. If needed, alkalinity may also be achieved by lime softening or ion exchange filters.

3. The third step to stop potential contaminants is water purification using granular activated carbon filters. The granular activated carbon, with its large and porous surface area, ensures effective removal of trace levels of organic compounds (including pesticides and herbicides), color, off-taste and odor-causing compounds using he principle of absorption. 4. The last step is polishing filtration, which is passing water through high efficiency 5-micron filters to ensure every drop of treated water is free from any activated carbon fines and is safe for use in beverages

An employee operates a proportioned where the syrup, carbon-dioxide and water are blended

Cokes trademark are our most valuable assets. The trademark Coca-Cola was registered with the U.S. Patent and Trademark office in 1893, followed by Coke in 1945. Coke was granted registration by the U.S. Patent and trademark office in 1977. In 1982 the Coca Cola Company introduced diet coke to U.S. consumers, making the first extension of companys most precious trademark to another products. Later year saw the introduction of additional products bearing the Coca Cola name, which now encompasses a powerful line of seven (7) Cola Products. PRODUCT ADVANCEMENT In 1985, a new Cola emerged from laboratory research. Through internal evaluation and thousands of blind taste tests, consumers said they preferred it to both Coca Cola and its primary competitors. As a result in April 1985, the Company proudly introduced the new taste of Coke. The First change in the secret formula since the product was created in 1886. the launch of coke with the new taste took place in the U.S. and Canada. Consumers responded with an unprecedented and now famous outpouring of loyalty and affection for the original formula, and the company listened. In july 1985, the original formulated of Coca Cola classic became, and still remains, the nations top selling soft drinks.


Provide exceptional strategic leadership in the Coca Cola India system resulting in consumer and customer preference and loyalty, through Coca Colas commitment to them, and in a highly profitable Coca Cola corporate branded beverage system.


Create consumer products, services and communications, customer service and bottling system strategies, processes and tools in order to create competitive advantage and superior value to :

Consumers as a superior beverage experience.

Consumers as an opportunity to grow profits through the use of finished drinks.

Bottlers as an opportunity to grow profit and volume.

Suppliers as an opportunity to make reasonable profits when creating real value added in an environment system wide teamwork.

CCI associates as superior career opportunity.

Indian Society in the form of a contribution to economic and social development.

Mission, Vision & Values 2020

The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Roadmap" for winning together with our bottler partners. Our 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.

Our 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 people's desires and needs. Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value. Planet: Be a responsible citizen that makes a difference by helping build and support

sustainable communities. Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities. Productivity: Be a highly effective, lean and fast-moving organization.

Our Winning Culture Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality. Live Our 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, it's up to me Pasion: 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


The Coca Cola Company entered India in early 1950s. the company set up its four bottling plant in India i.e. Bombay, Calcutta, Kanpur, Delhi. In 1950s as there were negligible companies in the Indian market therefore Coca Cola did not faced much competition in the market and accept by the Indian market very easily. All age groups accepted this brand. The full credit must go to Coca Cola for making soft drinks popular in India; by the end of 1977 Coca Cola has captured more than 45% of market share in India. Then Coca Cola left India following public disputes over share holding structure to Indians about close operation by may 5,1978, yet strangely enough the companys operation came to an end in July 1977. Coca Cola came back in Indian Market after Liberalization and start manufacturing in Agra with the Slogan OLD WAVE HAS COME TO INDIA AGAIN. At that time PARLE was the leader in the soft drink market and had more than 60% of the total market share of soft drinks. Coca Cola joined hands with Parle and entered India after 17 years. By striking a $40 million deal with Parle, Coke almost made a clear sweep and made its goal as To Become An All Time All Occasion Drink Not A Special Treat Beverage. A present the CEO of the Coca Cola India is Mr. Alexander Bon Bhor. In the year 1977 Coca Cola left India Market and this brought in an opportunity for various indiann companies to show their caliber. At this time Parle product named Thums-Up introduced in the market as a new soft drink. This was a Coca Cola drink, which had a burnt sugar color. This drink was introduced with a saying HAPPY DAYS ARE HERE AGAIN. There was another company names Pure Drinks, which introduced a Soft Drink named Campa-Cola in Orange and Lemon Flavors.

Just after this many companies entered the Indian Soft Drinks market. A company Modern Bakers has introduced a soft drink name Double7. Another company Mohan Meakins also came with a soft drink names Mary & Puch-up. Mc Dowell came with Thrill, Rush and Sprint. Previously there was no competition in the Indian soft drinks Market but with all these companies coming to the Indian market a huge competition was taking place with high voltage advertisement. But in the year 1988 Pepsi was given permission to sell its soft drinks in India.


In todays world when competition is heating up and everybody is trying to establish their supremacy over others in soft drink industry. It has become so important for companies to satisfy consumer properly. In Soft Drinks industry oligopoly type of market situated is going on but there are only two major players. Generally they give competition to each other but in some place and in some segments they have to face stiff competition from local beverages. Basically 3500 crore and 206 million cases soft drink consist of two segments Cola segments and non-cola segment. Cola segment accounts for 63% and non-cola segment 37%. The total industry in growing at a constant rate of 24%. Constant rate become one of two major players mission is to expand the market because they think by expanding market the market can grow at faster rate; simultaneously it can have a slight edge over the competitor players are adopting some ethical and unethical tactics.


Coca Cola acquired Parle all the brand at a sum of 300 crore and now coke has formulated a policy to acquire the plant of bottles instead of making franchise. On this step Coke first acquired Parle Delhi and Bombay Plant in 250 crores. Coca Cola also acquired Schweppes nearly all the brand except one for the sake of maintaining on step lead. Leading Indian brands Thums Up, Limca, Maaza, join the Companys international family of brands including Coca-Cola, Diet Coke, Sprite, Fanta and one hot product i.e. Georgia tea or coffee product range.

Our Kinley water brand was launched in 2000.

In 2001, our energy drink Shock ad our first powdered concentrate, Sunfill, hit the market.

Annual per capita consumption of soft drinks in India is nine 8-ounce servings.

We monitor our success through our customer and consumer feedback and our intrade monitoring programmes, and this information enables us to continuously improve our already demanding systems.

The Company ranking up first in the introduction of canned and PET soft drinks, vending machines and backpack diepensers for crowds of cricket supporters.

The Coca-Cola system adheres not only to national laws on food processing and labeling, but also to our own strict standards for exceptional quality.

In everything we do, from the selection of ingredients to the production of our beverages and their delivery to the market place, we use our specialized quality management system, The Coca-Cola Quality System, to ensure that we are offering consumers only the highest quality products.


Mainly Movies, music, Cricket and Food can Influence Indian Consumer so companies are encashing this situation very well by revolving campaign around these things. E.g. inn Cola segment some sort of war is being raked with celebrates identification as weapon such as Coca Cola has encashed Aamir Khan, Hrithik Roshan, Aishwarya Rai, Virendra Sehwag, Sunil Gavaskar, Akshay Kumar, Rani Mukherjee etc. on the other hand our Competitor Pepsi is going for celebrities like Sachin, Amitabh, Sharukh Khan, Kajol, Kareena etc. These celebrities are drawing customer attraction towards the product. In early 2003, Coca-Cola India collected Advertiser of the Year and Campaign of the Year awards for the Thanda Matlab Coca-Cola all-media campaign award. There other most lovable advertisement is Ramuji (Aishwarya Rai ke sang photo khichyange yo), and Mannobhabhi aid. These lavishing advertisement are attracting customer towards they product. They attractive promos, organizing Cricket Tournaments and organizing Music Concerts give the company a perfect platform to stay in the market.


Seated, left to right: James D. Robinson III General Partner of RRE Venture (A private information technology venture investment firm), President of JD Robinson, Inc. (a strategic advising firm) and Chairman of Violy, Byorum & partners Holdings, LLC (a Private Firm specializing advisory and investment banking activities in Latin America)

Paul F. Oreffice Retired Chairman of the Board of Directors and Chief executive Officer Of The Dow Chemical Company Douglas N. Daft Chairman of the Coard And Chief executive officer Of The Coca-Cola Company

Susan Bennett King Chairman of the Board of The Leadership initiative. Sansford Institute of Public policy, Duke University (non-profit corporation for leadership education) Barry Diller Chairman of the Board and Chief Executive Officer Of USA Interactive (an interactive commerce company)

Warren E. Buffett Chairman of the Board And Chief Executive Officer Of Berkshire Hathaway Inc. (a diversified holding company)

Herbert A. Allen Managing Director of Allen & Company LLC and President, Chief Executive Officer, Director and Managing Director of Allen & Company Incorporated (Privately held investment firms) Cathleen P. Black President of Hearst Magazines

Robert L. nardelli Chairman of the Board. President and chief Executive Officer of The Home Depot, Inc.


ATLANTA, July 23, 2008 - The Board of Directors of The Coca-Cola Company elected Joseph Tripodi as executive vice president, Harry Anderson as senior vice president, Kathy Waller as controller and appointed Connie McDaniel as chief of Internal Audit. Mr. Tripodi serves as the Companys chief marketing and commercial officer. Prior to joining the Company in 2007, Mr. Tripodi was the senior vice president and chief marketing officer for Allstate Insurance Co. Previously, Mr. Tripodi was chief marketing officer for The Bank of New York. He served as chief marketing officer for Seagram Spirits & Wine Group from 1999 to 2002. From 1989 to 1998, he was the executive vice president for global marketing, products and services for MasterCard International. Mr. Tripodi has an undergraduate degree in economics from Harvard University and a masters degree from The London School of Economics. Mr. Anderson was named head of Global Business and Technology Services in June. Prior to this role, he served as controller for the Company. Mr. Anderson joined the Company in 2001, and in 2003, he was named vice president and director of Supply Chain and Manufacturing Management. He served as chief financial officer of Coca-Cola North America from 2004-2007. Before joining the Company, he served in roles of increasing responsibility at Turner Broadcasting System, Inc., where he was executive vice president of Finance and Operations for Turner Entertainment Group. Prior to his roles at Turner Broadcasting, Mr. Anderson worked in Audit and Accounting Services at Price Waterhouse. He has a bachelor's degree in accounting from the University of Alabama.

Before this role, Ms. Waller served as chief of internal audit. She is a Certified Public Accountant who joined the Company in 1987 as a senior accountant in the Accounting Research Department. Three years later, she became principal accountant for the Northeast Europe/Africa Group and, in 1991, she became marketing controller for the McDonalds Group. Ms. Waller was then named financial services manager for the Africa Group and The Minute Maid Company in 1996. She served as the director of Financial Reporting from 1998 to 2004. Prior to joining the Company, Ms. Waller worked for the firm now known as Deloitte Touche Tohmatsu. She received her bachelors and masters degrees from the University of Rochester in New York. Ms. McDaniel, most recently head of Global Finance Transformation, has played an instrumental role in leading the finance transformation at the Company over the last two years. Previously, Ms. McDaniel served as controller, a role held from 1999 to 2007. Prior to that, she served in other critical leadership roles including division finance manager of Germany, division finance manager of the Southeast and West Asia Division, and director of Financial Reporting. Before joining the Company, Ms. McDaniel spent nine years at Ernst & Young. She has a bachelor's degree in accounting from Georgia State University and is a Certified Public Accountant. Both Ms. Waller and Ms. McDaniel are vice presidents of the Company. Their new roles become effective August 1. The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with nearly 500 sparkling and still brands. Along with CocaCola, recognized as the world's most valuable brand, the Company's portfolio includes 12 other billion dollar brands, including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, POWERADE, Minute Maid and Georgia Coffee. Globally.

Product groups
Tangible and Intangible Products Products can be classified as tangible or intangible. [11] A tangible product is any physical product like a computer, automobile, etc. An intangible product is a non-physical product like an insurance policy. Categories In its online product catalog, retailer Sears, Roebuck and Company divides its products into departments, then presents products to shoppers according to (1) function or (2) brand. Each product has a Sears item number and a manufacturer's model number. The departments and product groupings that Searss uses are intended to help customers browse products by function or brand within a traditional department store structure. Sizes and colours A catalog number, especially for clothing, may group sizes and colors. When ordering the product, the customer specifies size, color and other variables. example: you walk into a store and see a group of shoes and in that group are sections of different colors of that type of shoe and sizes for that shoe to satisfy your need. Product line A product line is "a group of products that are closely related, either because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges."

Many businesses offer a range of product lines which may be unique to a single organization or may be common across the business's industry. In 2002 the US Census compiled revenue figures for the finance and insurance industry by various product lines such as "accident, health and medical insurance premiums" and "income from secured consumer loans". Within the insurance industry, product lines are indicated by the type of risk coverage, such as auto insurance, commercial insurance and life insurance.

Active, Healthy Living:As a Company, we care about people's health and well-being and want to make a positive difference in people's lives, both physically and emotionally. We aspire to help people lead active, healthy lifestyles through the beverages we produce and how we market them, the nutritional information we provide and our support of programs that encourage active living. There is increasing concern about obesity. While there are many factors involved in obesity, the fundamental cause is an imbalance between calories consumed and calories expended. We are playing a leading role together with our partners and other stakeholders in identifying and implementing solutions to address issues of obesity as they affect consumers and our industry. In India, we indirectly create employment for more than 125,000

BRANDS PROFILE Study Of the Product

A product line is a group o0f product that are closely related because they perform a similar function are sold to the same customer group are marketed through the same channel or fall within given price range.

Serial No.
1 2 3 4 5 6 7 8 9

Coca Cola Thumsup Fanta Limca Mazza Sprite Kinely Water Kinley-soda M.M.P.O.

Cola Cola Orange Lemon Mango(juicy) Lemon Mineral -----------Juice

Caranel Brunt sugar Orange Tetrazin Mangoish yellow Tetrazin Transparent ------------Mangoish yellow

Coca Cola Company provides six brands of soft drinks. In all brands Coca-Cola one is Soda, Second Minerals water and other are running successfully in the markets. Now here we will discuss about the market shares of each brands of soft drinks. Quantity Details of all brands of Soft Drinks are given as below of the Coca Cola Company.

1. Thums up 2. Coca Cola 3. Fanta 4. Limca 5. Mazza 6. Sprite 7. Soda

200ml, 300ml, 600ml, 2 lit, 330ml cane 200ml, 300ml, 600ml, 2 Liter,330ml cane 200ml, 300ml, 600ml, 2 Liter,330ml cane 200ml, 300ml, 600ml, 2 Liter,330ml cane 600ml, 1200ml, tetra/250 pet 200ml, 300ml, 600ml, 2 Liter,330ml cane 300ml, 600ml, 1liter 1 liter.

8. Water


CO - Coca L - Lemon O - Orange JJuicy K - Kinley Coca-cola, Sprite, Fanta, Maaza, Kinley Water, Thums up Limca MMPO Kinley Soda


There are six most important brands of Coca-Cola named as following : These six brands are different in taste, flavors and also in their colors:

1. Coca-Cola :Coke is considered to be a cola drink. It is generally preferred by all sections of consumer. This is a cash cow brand for the company in terms of sales revenue. Coke is available in market different size like 200ML, 300ML, 600ML(PET) and 2000ML(PET). Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Created in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. Coca-Cola was introduced in 1886, patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States. In 1899, The Coca-Cola Company began franchised bottling operations in the United States. Coca-Cola might owe its origins to the United States, but its popularity has made it truly universal. Today, you can find Coca-Cola in virtually every part of the world.

2. Thums Up :Thums Up is also considered to be a cola drink. It is hard in comparison to Coke. All sections of consumers but especially to teenagers prefer it. It is big sauce of company to cash its publicity. Thums Up is available in market different size like200ML, 300ML, 600ML(PET) and 2000ML(PET). Coco cola offers thumbs up. This soft drink is a leading carbonated drink and the most trusted brand in india. It has a strong cola taste with an exciting personality. Thumbs up is know for its strong, fizzy taste with its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate men from boys. Coco Cola India Offers Thumbs Up. This Soft Drink Is A Leading Carbonated Drink And The Most Trusted Brand In India

3. Limca :Limca is considered to be lemony in taste, and comes under the category of cloudy lemon because of its color, which is similar to that of clouds. It has to yield good sales revenue. Children and women generally prefer it. Limca is available in market different size like- 200ML, 300ML, 600ML(PET) and 2000ML(PET). Coco cola india offers limca. Lime n` lemoni limca is a tangy refreshing spell with original thrust choice of million consumers over 3 decades. The brand has been displaying healthy volume growth year on year and limca continues to be amongst the

leading flavour soft drink in the country. The sharp fizz and lemony bite combined with the single minded positioning of the brand as the ultimate refresher that has continuously strengthens the brand. This soft drink energises, refreshes and transforms.

4. Fanta :Fanta is coming in orange flavor. Children and women prefer it. Fanta is available in market different size like- 200ML, 300ML, 600ML(PET) and 2000ML(PE Fanta was introduced in the United States in 1960. Consumers around the world, particularly teens, fondly associate Fanta with happiness and special times with friends and family. This positive imagery is driven by the brand's fun, playful personality, which goes hand in hand with its bright color, bold fruit taste and tingly carbonation.T).

5. Maaza :Maaza is considered to be juicy soft drink because it contains mango pulp. This soft drink is preferred by different segments of consumers. Maaza is available in market 250ML size. And the tetra pack of 160ml and 1ltr pet also.

6. Sprite :In order to complete with 7UP a brand of Pepsi in the area of Plain lemon, this product is launched by Coca-Cola. Sprite is available in market different size like- 200ML, Coco cola india offers sprite. This soft drink was launched in 1999 and today worldwide it ranks as the no.4 soft drink and sold in more that 190 counties. It has grown to be one of the fastest growing soft drink, leading the clear lime category.300ML, 600ML(PET) and 2000ML(PET).

Water, a thirst quencher that refreshes, a life giving force that

washes all the toxins away. A ritual purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very sustenance of life, a celebration of itself.

The importance of water can never be understood. Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which gives life to the sub-continent. Kinley water comes with the assurance of safety from the CocaCola Company. That is why we introduced Kinley with reverse osmosis along with the latest technology to ensure the purity of our product. Thats why we go through rigorous testing procedure at each and every location where Kinley is produced.

PRODUCT VALIDITY:The time in which product is good for human is Product Validity. After manufacturing till the Dispatch Out Date is product validity.


R.G.B. ( 3 Months )

P.E.T. (2 Months )

Maaza/Tetra Pack (6th Months)

B.B.D. - Best Before Date , R.G.B. - Returnable Glass Bottle, P.E.T. - Poly Ethylene Teramide.

Jaipur 21

Jaipur bottling pant Jamshedpur bottling plant BOTTLING PLANTS Amritsar Beverages United soft drink Amritsar Beverages Monn Beverage Waluj Beverages Jai Hind Bottling Brindavan Beverages Saravaraya sugars Hindustan Coca Cola Bottling Bharat Coca Cola Bottling S.E. Vishal Beverage Brindawan Bottling Drinks Munna Ludhianna Beverage Drinks Narmada Madurai Soft Drinks Madarui Soft Drinks Kanhari Soupanaca Beverage Beverage Cheenai Bottling Parle Beverage Black Diamond Beverage Superior Drinks Delhi Bottlers Hindustan Coca Cola Bottling. Amrit Bottlers Nasik Beverage Sro Ganga Nagar bottling Pinakini Beverage Model Bottling Hindustan Coca Cola Bottling Enrich Agra Food Product Hindustan Coca Cola Bottling Associated Beverage Coolade beverage Brindawan Surat Beverage Indore bottling plant Double Cola Beverage Black Diamond Beverage

22. 1. 23. 2. 24. 3. 25. 4. 26. 5. 27. 6. 28. 7. 29. 8. 30. 9. 10. 31. 11. 32. 12. 33. 13. 34. 14. 35. 15. 36. 16. 37. 17. 38. 18. 39. 19. 40. 20. 41. 42. Jodhpur

Jamshedpur Ahemdabad

Amritsar Ghaziabad AuranAgabad Kanpur Bangalore Hamman Sri Bareilly Kurnool Bhopal

LucknowBhuvaneshwar Ludhianna Bilaspur Madurai Calicut

Manglore Chandigarh Mumbai Chandigarh Nagpur Najibabad Nasik Nellore Patalaganga Patna Sahibabad Hathras Surat Tarapur Taratala Indore Dankuni Delhi Faizabad GangaNagar Gantur Gurgaon


43. 45. 46. 47.

Trivandrum Udaipur Varanasi Vijaywada

Hind Coca Cola Bottling S.W. Mewar Bottling Hinndustan Coca Cola Beverage Vijaywada Bottling


YEAR 1893.1894 1899 1900 1919 1920 1960 1961 1963 1966 1982 1985 1991 1993 1997-98 1999-00 2001 2002 2002 2003 2004 2005 DEVELOPMENT Coca-Cola registered at the US patent office. Bottled and sold by Mississippi perchants. Coca-Cola bottling plant came up in Chattanooga, Tennessee and Atlanta. Robert woodruff acquired it. There came into existence around 1000 bottling Plants. A new aerated drink Fanta appeared on the shelves of market. Lemon drink Sprite was launched in USA. A one-calorie cola drink TAB was launched. A low calorie Citrus drink was launched. Coca-Cola Company launched Diet Coke fo health conscious drink. Coke had launched with new formula to coke preparation having sweeter taste. Coke decided on more creative advertising for the worth 200 million(700 crore) Coca-Cola re-entered to India. 80,000 Coolers were provided at the outlets in India. Pet Bottle of 2Lt. was launched. Mineral water Kinley was launched. Thums Up 200ml was launched. Sunfill was launched. A coffee named Georgia is launched. Maaza tetra pack was launched. 1 ltr Mazza was launched.


200ml maaza was launched.

In 1993 Coca Cola has introduced 300 ml returnable Glass Bottles(RGB) , while maintaining the price at Rs.5, which was offered by the industry for 250ml RGB. The rest of the industry was forced to follow CCIs example and upgrade to 300ml.

The focus of CCI was to offer consumer better value of price, and this has remained the cornerstone of CCIs strategy in India. Specially designed pallet loading trucks have improved distribution efficiencies. Introducing full depth plastic crates when the industry was used to half depth wooden crates has reduced bottle scuffing and breakages drastically.

At present CCIs brand are available in a host of package sizes. These include 200ml, 300ml, 600ml, and 2000ml PET and 330ml cans. The 200ml package was introduced in March 1996, and was positioned to capitalize the potential of the rural and semi-urban markets of India. Coca-Cola India was the first drink company in the country to launch cans.

Coca Cola and Fanta marked the beginning of the can revolution when launched in cans just before the World Cup Cricket in January 1996 followed by Thums Up and Limca in May 1996. The launch of cans in India brought India on par with international packaging standards in the soft drink industry the world over and opened up a new dimension in providing the consumers with a convenient, mobile, single serve consumption package.

Consumer benefit from 11 more brand package combinations being made available to them led by the successful,, first ever launch of Cans and PET.

The subsequent introduction of 600ml and 2 liter RGBs with superior tamper evident, leakage-proof and child-safe Plastic Closures represented a technological leap over the mental closures previously used by the rest of the soft drink industry.

All the national brands i.e. Coca-Cola ,Fanta, Thums Up and Limca are available in the entire above package sizes.

The regional brands i.e. Coke, Sprite and Maaza are available in 300ml RGB. In 1996 coke also saw the pioneering of Coca-Cola on the Go Back pack Dispensers for in-stadium use during the Wills World Cup and Can Vending Machines in India. Both of these are widely used across the country now. Inn year 2004-2005 the company moves to sell they Maaza tetra Pack and 1ltr party pack to they customer.

At the leading edge of the beverage industry for over a century, the Coca-Cola Company system in India also introduced a series of innovation in the areas of production, distribution and marketing never seen before in India.

Image-enhanced graphics on signage retail outlet walls and delivery vehicles. Trademarked tricycles and pushcarts with umbrellas, covering thousands of mobile outlets. Leading edge merchandising equipment, including icebox coolers that allows small retailers to services ice-cold soft drinks. Training for retailers in merchandising techniques, such as product placement. Large single and refillable-glassed bottles, offering consumers more value. Georgia Green refillable glass bottles produces for the first time in India to differentiate the brand. Dynamic PC-based/driven electronic outdoor signage.

The distribution networks of Coca- Cola had 6.5 Lakhs retailers across the country in FY00 which the company is planning to increase to 8 lakhs by FY01 on the other hand PepsiCos distribution networks had 6 lakh retailers across the country during FY00 which it is planning to increasing to 7.5 lakhs by FY01.

There are two marketing channels involved in the transfer of product from the producer to the consumer. The intermediaries involved in the transfer are distributor and retailers.

DISTRIBUTION : They are appointed agents of the company who make order to the company by paying in advance through drafts, stocks the products in their godowns and provides delivery with a team of salesman and derivers. They are allowed to sell company products to the retailers in a specified area. This area is divided into routes by the company. Each route is covered by one unit i.e. one delivery van, one salesman, one drivers, one helper etc. these units and godowns are their main investments. The company evaluate its distributor at the end of the year and makes plans for the next year. Company fixes the targets for each distributor according to markets size, potential last year sales growth assumption is based on deposit of empties. Distributors are awarded with a fair margin of 9 % For their services company also offers many gifts like briefcase handbags, T-shirts, Caps etc to encourage the distributor before appointing them. If the distributor is not complying with the condition of these agreements, company may reduce the area of distributors or may even terminate the relationship


The sale of particular soft drinks depend a lot entirely on retailers wish. For instance if he does not keep Pepsi Cola and If his shop is at the prime location them certainly the customer will turn towards others other Cola Drinks etc. This all goes to prove that retailers are kings. So retailers require special focus from the Company. PepsiCo helps the retailers to serve its customers better by providing good margin to them for storing its product using merchandisting to improve in store product displays. PepsiCo not only sell the flavor but also tries to sell the glass bottles and crates to the retailer so that retailer can maintain adequate amount of ready stocks and quick rotation of glass bottle could be facilitated. PepsiCo provides a fair margin of Rs. 24% per crates to the retailers. Full-depth stackable plastic crates, in bright red with Coca-Cola trademark. New six and ten ton closed bay route trucks, loaded by forklift with standardized pallets of multiple crates permitting more efficient distribution. New three-wheeled vehicles open bay, for city/alley distribution.


The Company has distributed 3,000 cooling approach at the Retailers. The Company has purchased these coolers from six different companies out of which few also provide maintaince services. The companies are Alwyn, Carrier, Kelvinator, Konark and Helchama. In India 80% soft drink is consumed at the retailers and the rest 20% is consumed at homes, this requires the soft drink manufacturer to provide adequate cooling facilities at the outlets to make the soft drink, ready to serve to the consumer. PepsiCo Company wants to serve its consumers with finished products. The company supplies final products to the retailer and it is retail retailers where the products is transformed into finished product while serving the chilled soft drink to customer The company has also installed deep freezers models of 100 let, 250 lit and 1000 lit. these cooling equipment are the property of the Company which are installed at retailers to serve the customer. They are installed at those retailers, which have a deposit of 1 crates of empties upon each 10 liter capacity of the order and a potential of selling four crates annually on each liter capacity of the cooler. The retailers are required to keep only Pepsi product in these coolers. The capacity of coolers very from 65 liters to 330 liters. Most of the models have a transparent door, which makes the products visible. These models are called VISI coolers.


Today, Coca Cola is one of the worlds top ten most valuable brands makers. Today, a world wide web of local bottlers supplies coke to over two million retail outlets, which constitute more than 194 countries. After entering in 1993 in India. The Coca Cola, American Company made a striking entry in the India Cola Market. Coca Cola started its operation in India by the name Coca Cola India (CCI) with its head office at Nehru Place, New Delhi and is looking after all its franchises operated/ owned bottling operatins. Today, Coca Cola has around 50 bottling plants all over India. Where some of them have been taken/owned y CCI. Coca Cola has also established a tin manufacturing plant at Puna at the expense of 2200 crore from which tin packs are supplied to all bottling plant.

Research Methodology

Research Methodology is way to systematically solve the research problem. Research Methodology has many dimension and research methods constitute a part of the research methodology. Thus research methodology does not only talk of research methods but also considered the logic behind the methods used in the context of research study and explain why we are using particular and technique or method and why we are not using other so that research results are capable of being evaluated either by the researcher himself or by other. Research Methodology can be expressed and explained to research process. Research Process is a sequential description of the entire research work including research methodology.

Review the Literature


R e v i e w C e f i n e e s e a r c h r o b l e mR e v i e w R e s e a r c

e p

e o

r i e s I n t e r p r e t s i s & R e p o r t

P h

F o r m u D l a e t se i g C n o l l e c A t e n d a l y H y p o t Rh e e s s i e s a r D c h a t a D a t a r e v i o u s f i n d i n g

[Research Process Flow Chart]

Where F - Feedback FF - Feed Forwards Research process consists of series of the action or step necessary to effectively carryout research and desired sequencing of these steps- Problem Identification Developing the hypothesis Research Design Collecting the data Execution of the project Analysis of data Hypothesis testing Generalization& interpretation

Preparation of the report or presentation of the report Suggestion Bibliography Research Methodology Consist of the following Steps 1. Research Design 2. Data Collection

RESEARCH DESIGN Definitions: A Research Design is the arrangement of conditions for collection and Analysis of Data in a Manner that aims to combined relevance to the research purpose with economy in Procedure Research process should be clearly defined as Research Design is a Plan, Structure and Strategy of the investigation concord so as to find answer to research problem and to control to variance. Plan : Out line of Research Project. Structure: More Specified Out line Strategy : Method of the Collection Data.

In have used exploratly techniques because through the level of retailers satisfaction. I have been trying to find out the Glass strength (Filled Stock + Cooling Stock + Pet Stock + Glass Strength) of Pepsi in Eastern region of Allahabad city as well as coolers provides by the company (PepsiCo) to the retailers.

Sampling Plan : I have used the area sampling methods in my project report.

Sample Area: I have covered the faizabad city.

Sample Size: I have covered the many retailers of faizabad city.

Research Tools: The two tools of survey are with closed ended questionnaire, which is provided by the Company. Interviewed methods is done with the help of surveys checklists and the interview method is done with the help of closed needed Questionnaire. Stastical Tools: I used simple percentage formula for finding the share of coke and used charts and graph analysis.


Data is collected by Primary and Secondary Data Sources . . . . .

Primary Data: Marketing Research project involves direct interviews with retailers to get the ideas as to how the retailers feel about the services of the company.

Secondary Data: Secondary data consists of information that is already exiting somewhere, having been collected for another purpose by somebody else. It can be obtained from published source. It offers that advantage of low cost and ready availability, but many times the data may not be complete of inaccurate. In this case, I was considered to collect the primary data, which proved to be more accurate. This was done by face-to-face interview of the retailers.

Secondary Data Sources are as follows: Company Profile (Company Site) Group Profile Through News Paper and Magazines

Type Of Outlets
Type Of Outlets
General Store



Pan Shop Canteen P.C.O. Medical Store Sweet House Dairy

31 02 11 12 17 03

20.26% 1.31% 7.19% 7.84% 11.11% 1.96%

Types of the OUTLET'S

Sweet House 11% Analysis: Medical Store The above 8% Dairy 2%

General Store Pan Shop Canteen

table and pie graph shows the regarding types of retailers which were covered in the way we can see that the percentage P.C.O. General stores are 50.32%, of the P.C.O. and Pan Shop are 20.26%, Canteen are General StoreP.C.O 7.19%, Medical Stores 7.84%, 1.31% and 7% Sweet House 11.11% and Dairy are 1.96%. 51% Medical Store

Outlets Satisfaction and Dissatisfaction: Pan Shop


Canteen 1%

Sweet House Dairy



Satisfaction Dissatisfaction

42 52

44.68% 55.32%

Satisfaction and Dissatisfaction

Satisfaction Dissatisfactio n 55% Satisfaction 45% Dissatisfaction


The above table and pie graph shows the level of satisfied outlets are 45% who satisfied the company services, coolers facilities, be behaviors towards Retailers and Dissatisfaction or retiles are 55%.

Reasons Of Dissatisfaction: Number Want Fridge 28 Percentage 28.00%

Unproper Supply After Sale Service Negative Economy Interaction

44 18 10

44.00% 18.00% 10.00%

Reason of Distribution's
Negative Economy Interaction 10% After Sale Service 18% unproper Supply 44%

Wants Fridge 28%

Wants Fridge unproper Supply After Sale Service Negative Economy Interaction


The above table and pie graph shows the level of Dissatisfied outlets. What is the reasons of outlets Dissatisfaction. There are 28% outlets Dissatisfied because they not get the fridge by the company (Pepsi) 44% outlets are dissatisfied because they not get the proper supply of products. 18% outlets are dissatisfied because they not set the after services and 10% outlets are dissatisfied the negative company behavior.

Here PCI for Pepsi, CCX for Coke: Number PCI CCX OWN Other 32 28 88 05 Percentage 20.92% 18.30% 57.52% 3.27%


OTH ER 3% PCI 21% OWN 58% CCX 18%



No supply20



No schemes30 No supply20

No schemes

No 50 margin

no supply no margin


Yes70 No30

After analyzing the data out of 100 outlets, 70 outlets said that they are satisfied with the Coca-Cola Company and its policy. While 30 outlets said that they are not satisfied the company.




Yes No

According to my sample and size out of 100 outlets only 30 outlets said that they sell kinley soda and water while 70 outlets said that they do not sell the kinley soda or water. The reasons are about the kinley water has no scheme for this product like the other company products. The reason behind this is that the company has no marketing strategy for kinley water.


Big coke 45

Small coke 55

Big45 Small55

Marketing manager often commission formal markets studies of specific problems and opportunities. They may request a market survey, a product preference test, a sales forecast by region, on n advertising evaluation. We define marketing research. Marketing research is the systematic design, collection, analysis and reporting of data and finding relevant to a specific marketing situation facing the company.

Effective marketing research involves the five steps are as follow : 1. 2. 3. 4. 5. 6. Define the problem and research objectives. Develop the research plan Design a marketing research strategy. Collect the information. Analysis the information. Present the finding.

Define the problem and research objectives

The first step in marketing research is identifying and understanding the marketing problem. What is the problem? What types of information are required to solve it?

What segment of the related information is already available? Marketing research also make use of the available literature for an in depth background study of the problem. A marketing researcher must also define the research objective clear.

Develop the research plan :When marketing problem is clear identified and formulated, a marketing researcher should develop a plan to collect the relevant information. While developing the research plan, he should also familiars with the existing research findings. He can also take the help of library sources as well as experienced consultants, persons with practical knowledge etc.

Collection of information:A marketing researcher has to make a plan for collecting secondary data, primary data or both, as the case may be. Primary data given the first hand information for specific purposes in hand, whereas secondary data consist the information tat already exists. The marketing researcher selects one of the above- mentioned method or both. His decision depends on the nature of study, the objectives of the study, financial resources available, availability of time and the degree of accuracy desired.

Analysis the information :The next to last step in the marketing research is to extract finding from the collected data. The researcher tabulated the data and develops frequency distribution.

Average and measures of dispersion are computed for the major variables. The researcher will also apply some advanced statistical techniques and design models in the hope of discovering additional findings.

Present the finding :Keeping the objectives of the study in mind, he researcher should prepare the study report. The finding should be written in a concise, simple and objective oriented language. Graph and example in the main report should be only if they are essential for conveying the essential facts or are otherwise necessary to support the statement.



A market comprising of both semi-urban and semi-rural type of consumers. Having its dimensions stretching from faizabad & Barabanki itself of various small home lets situated as far as 90 to 120 kilometres. Having an equally competitive market provides the major competition ground for soft drink giants.

Comprises mainly of faizabad City, which includes the whole periphery in, and ground faizabad Is a wide market area where consumers of all types are present? Since, faizabad is a center that caters to a number f small places in any way and in every manner it can. Hence, faizabad Urban is a mix of all types of consumer.

Dominated by business class equally having literate middle class comprising of government servants. Presence of an established railways setup i.e., Divisional Railway Magistrate Office, Railway Workshops etc. Along with a Military base with separately located Cantt. Area with a base of Military engine caring services. Along with a public sector unit like HAL. Also present is a National Thermal Power Plant head office located on the other side, thus, building up mini townships and an opportunity for developing

small markets. Provides for the literate middle class market where consumers choice takes the toll.

Coca Cola Pepsi

No Of Bottles Found Filled

4262 2420

45% 55%



Location Of Coke In Faizabad City

2 Months Product Salling

Coc Thums a up Col a 15 % 8%

Fant a

Limc a

Mazz a




Sprit Kinel Kinle e y yWate soda r 10% 18% 8%

M.M.P.O To. . 100 %



It is a large Organization.

2. Capturing the Board Market. 3. It is manufacturing Company. 4. Proper Utilization of Man Power. 5. Produce highly demands in the market.

1. Services are not up to the Markets. 2. Unable to penetrate a large no. Of rural market. 3. Unable to break up the Monopoly of Coke. 4. Reducing the Brand Loyalty of the Customer.

1. Large Number of Consumer. 2. Large Market Segment. 3. By removing weakness company could be ultimate leader.


1. Existence of Local Soft Drinks. 2. Different offers and Schemes provided by the other soft drink companies

An in depth analysis of report was undertaking and interpretation were done accordingly. Analysis was done using simple statistics. Total no. of sales were counted and percentage of cokes sales were taken out. This represent the market share of coke and area wise profile of coke share is also presented in graphical form. I also find out the percentage of coke monopoly outlets. In the report letter on some important information were presented in graphical form.

1. From the fields experience and data collected. I got the following finding on which Pepsi should emphasize itself so that it would maintain its credibility in the market, retain the customer and finally, increase its demand::--

2. Most of the outlets have problems with their Fridges. They either used to report to Pepsi Distributor 3 4 times to get it repaired or they get it repaired on their own cost after being frustrated.

3. Outlets should be want Company Fridge Schemes and Dealers & Sign Boards of the Company because they say that JO DIKHTA HAI VAHI BIKTA HAI.

4. Most of the small retailers have the problems of improper supply. The problem related to the supply are as following: a. Delivery Van doesnt stop their shop. b. c. Most of time, Stock is not available to distributors. Salesman employed by the distributor in illiterate And immature to handle marketing problems. He is driver cum Salesman.

5. Monopolies of Pepsi are Supplying the stock to retailers (outlets) lower than the price fixed by Pepsi i.e. reduction of Rs. 10 per crates approx.

6. Retailers are not informed by the ongoing schemes by the route agents.

7. Coke has its activation Schemes for the retailers Cheaper than Pepsi and they are providing them attractive scheme in lesser time also. 8. So outlets sell the more coke stock because he earn more profits

9. There is a tough competition between two major soft drinks companies in the market namely The Coca Cola Company and Pepsi. 10. Pepsi provides better promotional schemes and services as compared to CocaCola. 11. In the segments of Pet bottles, Pepsi gave the schemes of 1 bottle of Pepsi (2 litre) free per pad as a regular way. Where as a coca-cola give this scheme not in regular basis. 12. In interior market hare o both the company effected by locally made soft drinks (like Vatan, Tazza). 13. Glow sign, painting and signage of Pepsi are more than compare to Coca-Cola. 14. Pepsi providing very liberal credit facilities to the retailers whereas Coca-Cola does not providing such facilities. 15. Coca-Cola does provide the entire flavor in the market but Pepsi does not provide all the flavors.

16. Delivery Van of Pepsi is in better condition as compare to Coca-Cola. 17. The salesman personal relations with the retailers influence the frequency of supply. 18. Delivery Van of Coca-Cola do not covering all the retailers regularly as compare to Pepsi.

19. There is more demand of T-up and coke but retailers are willing to sell Pepsi more because of better promotional schemes, services and profit margin (Difference of Rs.8). 20. Pepsi man power is more than compare to Coca-Cola.


1. Whenever any schemes are launched, C.E. should inform the retailers about it. 2. Schemes and Gift should be given to retailers as early as possible. 3. Pepsi should consider on its activation schemes, as Cokes activation schemes is more attractive than that of Pepsi. 4. Pepsi should be clear the claim of retailers of defected bottles, as it is dangerous for the reputation of the company. 5. Pepsi should be trying to avail its all products at each of its outlets. 6. Company should give proper attention towards groceries as their prime channels of distribution. 7. Pepsi should be take actions against those monopolies that are selling Pepsi at a lesser price than the price fixed by company.

Both the soft drinks major have spread its distribution networks in almost every of the area. The reach of the Pepsi and Coca Cola in almost is almost same even though Pepsi chilling equipment is widely present in the Outlets. Its found that most of the outlets have their own fridge.

Most of the time, Pepsi faces shortage of supply. During mean time, retailers could shift to Coca Cola. So Pepsi should try to maintain regular and proper supply in the markets. It was also find that monopolies are selling Pepsi at a price lower than that fixed by Pepsi.

In the Coca Flavors, Thums-Up is the power brand of Coca Cola. Preference for ThumsUp is more due its hardness. Pepsi is just behind Thumps- up in cola flavor. Mountain Dew has got a good launched in the markets and now leading in the clears lemon flavor. Mirinda is almost at the leadership position in orange flavor and it is giving good competition to Fanta in orange flavor.


(1) Name and Address (2) Type of Outlet ... (3) Which of the companys product do sale? (a) Coca-Cola ( ) (b) Pepsi ( ) (c) Others (4) Which pack do you sale? (a) 200 ml ( ) (b) 300 ml ( ) (c) 500 ml ( ) 2lt ( ) (5) Can you tell me that which companys product is demanded more? (a) Coca-Cola ( ) (b) Pepsi ( ) (6) Can you tell me that which brand is more demanded by consumer? Coca-Cola (a) Coke ( ) (b) Thumsup ( ) (c) Limca ( ) (d) Fanta ( ) (e) Maaza Pepsi (a) Pepsi ( ) (b) 7up ( ) (f) Sprite ( ) ( ) (c) Mirinda Leman ( )

(d) Mirinda Orange ( ) (e) Slice ( ) (f) Mountain Dew ( ) (7) Do you sale kingly soda? (a) Yes ( ) (b) No ( ) (8) If no why? ............................................................................................ (9) Do you get timely supply of coke brand? (a) Yes ( ) (b) No ( ) (10) Who provides you better schemes? (a) Coke ( ) (b) Pepsi ( ) (11) Which companys provided better distributions? (a) Coke ( ) (b) Pepsi ( )

(12) In your opinion of the following factor affecting consumer buying choice? (a) Price ( ) (b) Size ( ) (c) Quality ( ) (d) Advertisement ( ) (e) Company & brand name ( ) (f) Others ( ) (13) What is your per day sale (in crates)? ................................................. (14) Are you satisfy with company & its policy? (a) Yes ( ) (b) No ( )

BIBLIOGRAPHY 1.Book: Marketing Management :- Philip Kotler 2.Websites: 3.Outlet Survey Formet