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CONTENT

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TOPIC

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INTRODUCTION

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COMPANY PROFILE

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RESEARCH METHODOLOGY

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4.

SWOT ANALYSIS

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5.

FINANCIAL REPORTS

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6.

LESSONS LEARNT

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7.

BIBLIOGRAPHY

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CHAPTER-1

PROFILE OF THE FIRM/COMPANY

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EXECUTIVE SUMMARY
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world‟s leading manufacturer, marketer and distributor of non-alcoholic beverage

concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. Coca-Cola was first introduced by John Smyth Pemberton, a p h a r m a c i s t , i n t h e ye a r 1 8 8 6 i n A t l a n t a , G e o r g i a w h e n h e c o n c o c t e d c a r a m e l - c o l o r e d s yr u p i n a t h r e e - legged brass kettle in his backyard. He first “distributed” the product by c a r r yi n g i t i n a j u g d o w n t h e s t r e e t t o J a c o b ‟ s P h a r m a c y a n d c u s t o m e r s bought the drink for five cents at the soda fountain. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-Cola is enjoyed. C o c a - C o l a originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. Coca-Cola was the leading soft drink brand in India until 1977, when it left rather than reveals its formula to the Government and reduces its equity stake as r e q u i r e d u n d e r t h e F o r e i g n R e g u l a t i o n Act (FERA) which governed the o p e r a t i o n s o f f o r e i g n c o m p a n i e s
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i n I n d i a . I n t h e n e w l i b e r a l i z e d a n d deregulated environment in 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. The main objective of this study lies in understanding the organization and studying and understanding the consumers‟ perception and opinion about the latest product, Minute Maid Pulpy Orange, introduced into India, by the Coca-Cola Company. A consumer sampling involving 5.5lakh people was conducted in a span of 30 days across major cities in order t o give the product the required marketing push and to

r e c o g n i z e t h e prospective consumers and their opinion in order to develop and market the p r o d u c t in a better way in the near future. The

m e t h o d o l o g y u s e d i n studying and understanding the perceived views of consumers towards the product was „SAMPLING‟.

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INTRODUCTION
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the world‟s leading manufacturer, marketer and distributor of non-alcoholic beverage

concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. The Company‟s beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-C o l a Company

b e g a n b u i l d i n g i t s g l o b a l n e t w o r k i n t h e 1 9 2 0 s . N o w operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale: “Provide a moment of refreshment for a small amount of money- a billion times a day.” T h e C o c a Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. More than anything, that system is dedicated to people working long and h a r d t o s e l l t h e p r o d u c t s m a n u f a c t u r e d b y t h e C o m p a n y. T h i s u n i q u e worldwide system has made The Coca-Cola Company the world‟s premier soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola,
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has brought pleasure to thirsty consumers around the globe. also known as Consumer Packaged Goods (CPG) are products that have a quick turnover and relatively low cost. They aim at managing their business well with people who are strongly committed to the Company values and culture and providing an appropriately controlled environment. A BRIEF INSIGHT. Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day. For more than 115 years. The Company aims at increasing share owner value of over time. d i s t r i b u t i o n a n d c u s t o m e r s e r v i c e strategies to strengthen their position in the market. thus increasing brand equity on a global basis.THE FMCG INDUSTRY IN INDIA Fast Moving Consumer Goods (FMCG). The Indian FMCG industry witnessed significant changes through the 1990s. It accomplishes this by working with its business partners to deliver s a t i s f a c t i o n and value to consumers through a worldwide system of superior brands a n d preferences on and services. Consumers generally put less thought into the purchase of FMCG than they do for other products. By the turn of the 20th century. most of the companies were forced t o r e v a m p t h e i r p r o d u c t . The associates of this company jointly take responsibility to ensure compliance with the framework of policies and protect the company‟s assets and resources whilst limiting business risks.more than any other consumer product. m a r k e t i n g .Many players had been facing severe problems on account of increased competition from small and regional players and from slow growth across its various product categories. to meet business goals and objectives. As a result. the face of the Indian FMCG industry had changed significantly. With the 6 .

direct distribution.HLL led the way in revolutionizing the product. Increased availability of retail space. The FMCG sector also received a boost by government led initiatives in the 2003budget such as the setting up of excise free zones in various parts of the country that witnessed firms moving away from outsourcing manufacturing by investing in the zones. such as television and the Internet. they g e n e r a l l y s e l l i n l a r g e n u m b e r s a n d s o the cumulative profit on such products can be large. market. distribution and service formats of the FMCG industry by focusing on rural markets. and qualified manpower also boosted the growth of the organized retailing sector. leading to the rapid growth in the FMCG industry. FMCG does not suffer from mass layoffs every time the economy starts to dip. and airlines. Apart from this. s u c h a s a u t o m o b i l e s . These changes had a positive impact. Though the absolute profit made on FMCG products is relatively small. the Indian customer witnessed an increasing exposure to new domestic and foreign products through different media. The realization of the customer's g r o w i n g a w a r e n e s s a n d t h e n e e d t o m e e t c h a n g i n g r e q u i r e m e n t s account of changing lifestyles required the FMCG producing companies to formulate customer-centric strategies.l i b e r a l i z a t i o n a n d g r o w t h o f t h e I n d i a n economy. rapid urbanization. creating new product. Unlike s o m e i n d u s t r i e s . social changes such as increase in the n u m b e r o f n u c l e a r f a m i l i e s a n d t h e g r o w i n g n u m b e r o f w o r k i n g c o u p l e s resulting in increased spending power also contributed to the increase in the Indian consumers' personal consumption. computers. 7 . distribution and service formats. A person may put off buying a car but he will not put off having his dinner.

B r e a d s . Chocolates. the FMCG sector will be worth Rs. Processed fruits. Diapers. The FMCG sector consists of the following categories:  Personal Care. FMCG share float in a steady m a n n e r irrespective of global market dip. Processed vegetables. Hindustan Lever Limited. S o f t d r i n k s . Branded 8 . Colgate. S t a p l e s / C e r e a l s . Processed meat.Air fresheners. as opposed to luxurious needs.  Household synthetic Care-F a b r i c detergents). Paper products ( T i s s u e s .  Branded and Packaged foods and beverages-Health beverages. Snack foods. Ice-creams. B a k e r y p r o d u c t s ( B i s c u i t s . Branded flour. Tea. It is predicted that in the year 2010. the major players being. Cosmetics and Toiletries. Marico. Hindustan Lever Limited. Metal polish and Furniture polish.93000 crores. Cakes). Irma and Rickets Colman. Insecticides and Mosquito repellants. The FMCG sector. wash (Laundry cleaners soaps and Household (Dish/Utensil/Floor/Toilet cleaners). Branded rice. The sector being one of the b i g g e s t sectors of the Indian Economy provides up to 4 million jobs. Dabur and Procter & Gamble. which is growing at the rate of 9% is the fourth largest sector in the Indian Economy and is worth Rs. Hair care.Unlike other economy sectors. Wash (Soaps). making up 32% of the sector. Bottled water. Deodorants and Perfumes. Godrej Soaps. because they generally s a t i s f y r a t h e r fundamental.Oral care.143000 crores. Sanitary products) and Shoe care. the major players being. is the South Indian region. Coffee. The main contributor.

sugar. in which the players constantly innovate.  Li mited. Juices. C o c a . Philips and UB BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT In India. in order to come up with better products to gain more consumers and satisfy the existing consumers. C a d b u r y. Godfrey. Spirits and Tobacco. beverages form an important part of the lives of people.C o l a . It is an industry.The major players being. P e p s i a n d Dabur. ITC. H i n d u s t a n L e v e r N e s t l e . the major players being. BEVERAGES ALCOHOLIC NONALCOHOLIC CARBONATED NONCARBONATED NON-COLA COLA NON-COLA FIGURE 1: BEVERAGE INDUSTRY IN INDIA 9 .

non-alcoholic and sports beverages Natural and Synthetic beverages In-home consumption and out of home on premises consumption. Age wise segmentation i.The beverage industry is vast and there various ways of segmenting it. beverages for kids. 10 . If the behavioral patterns of consumers in India are closely noticed. T h e d i f f e r e n t w a ys o f segmenting it are as follows:     Alcoholic. it could be observed that consumers perceive beverages in two different ways i.  The credibility and trust needs to be built so that there is a very strong and safe feeling that the consumers have while consuming the beverages. In order to leverage the beverage industry.e. Four strong strategic elements to increase consumption of the products of the beverage industry in India are:  The quality and the consistency of beverages needs to be enhanced so that consumers are satisfied and they enjoy consuming beverages. These two perceptions are the biggest challenges faced by the b e v e r a g e industry. it is important to address this issue so as to encourage regular consumption as well as and to make the industry more affordable. high levels of consumption and low levels of consumption. so a s t o c a t e r t h e r i g h t p r o d u c t t o t h e r i g h t p e r s o n . b e v e r a g e s are a luxury and that beverages have to be consumed occasionally.e. for adults and f o r senior citizens  Segmentation based on the amount of consumption i.e.

 Consumer education is a must to bring out benefits of beverage consumption relaxation. stimulation. whether in terms of health. taste. up to the overall growth of the food and beverage industry in the economic 11 . as a big opportunity. well-being or prestige r e l e v a n t t o t h e category. purchase and consume. The beverage market has still to achieve greater penetration and also a wider spread of distribution. for brand and sales growth in turn to add. It is important to look at the entire beverage market.  Communication should be relevant and trendy so that consumers are able to find an appeal to go out. refreshment.

” Handpainted oil cloth signs reading “Coca-Cola” appeared on store awnings. a t h e m e t h a t continues to echo today wherever Coca-Cola is enjoyed. in the year 1886 in Atlanta. shipped in bright red wooden kegs. a pharmacist. suggested t h e name and penned “Coca-Cola” in the unique flowing script that is famous worldwide even today. For his efforts.HISTORY Coca-Cola was first introduced by John Syth Pemberton. Pemberton sold 25 gallons of syrup. Dr. Pemberton grossed $50 and spent $73. with the suggestions “Drink” added to inform passersby that the new beverage was for soda fountain refreshment. inviting thirsty citizens to try “the new and popular soda fountain drink. Dr. He first “distributed” the product by carrying it in a jug down the street to Jacob‟s Pharmacy and customers bought the drink for five cents at the soda fountain.96 o n advertising. Pemberton‟s partner and book-keeper. He gradually sold portions of his business to various partners and. whether by accident or otherwise. sales of Coca-Cola averaged nine drinks per day. By the year 1886. Dr. He suggested that “the two Cs would look well in advertising. Red has been a distinctive color associated with the soft drink ever since. Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard. Carbonated water was teamed with the new syrup. just prior to his death 12 . Robinson. Dr. Frank M.” The first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal. Pemberton never realized the potential of the beverage he created. producing a d r i n k t h a t w a s p r o c l a i m e d “ d e l i c i o u s a n d r e f r e s h i n g ” . The first year.

Mr. California. Woodruff became the President of the Company in the year 1923 and his more than sixty years of leadership took the business to unsurpassed heights of 13 . Mr. Texas. sold his remaining interest in Coca-Cola to Asa G. Candler announced in his annual report to share owners that “Coca-Cola is n o w drunk in every state and territory in the United States. Candler. By the year 1891. In 1895. Mr. Robert W. and Los Angeles. With his brother. A new building erected in 1898 was the first headquarters building devoted exclusively to the production of syrup and the management of the business. Illinois. the following year.” used in the marketplace since 1886. Candler. Within four years. t h r e e years after The Coca-Cola Company‟s incorporation. the first syrup manufacturing plant outside Atlanta was opened in Dallas. 1893. J o h n Pemberton‟s former partner Frank Robinson and two other associates. his merchandising flair had helped expand consumption of Coca-Cola to every state and territory after which he liquidated his pharmaceutical business and focused his full attention on the soft drink. John S. The trademark “Coca-Cola. the Coca-Cola Company was sold to a group of investors for $25 million. Candler proceeded to buy additional rights and acquire complete ownership and control of the Coca-Cola business. an entrepreneur from Atlanta. Candler formed a Georgia corporation named the Coca-Cola Company. and in 1894.in 1888. In the year 1919. Others were opened in Chicago. the Company quickly outgrew i t s facilities. The business continued to grow. was registered in the United States Patent Office on January 31.” As demand for Coca Cola increased.

the values being:        LEADERSHIP: The courage to shape a better future PASSION: Committed in heart and mind INTEGRITY: Be real ACCOUNTABILITY: If it is to be.  PLANET: a responsible global citizen that makes a difference. and delight QUALITY: What we do. MANIFESTO FOR GROWTH VALUES: Coca-Cola is guided by shared values that both the employees as individuals and the Company will live by. making Coca-Cola one of the most recognized and valued brands around the world. create.  PORTFOLIO: Bringing to the world a portfolio of beverage brands that anticipate and satisfy peoples‟ Desires and needs. it‟s up to me COLLABORATION: Leverage collective genius INNOVATION: Seek.  PEOPLE: Being a great place to work where people are inspired to be the best they can be.  PARTNERS: Nurturing a winning network of partners and building mutual loyalty.commercial success. we do well VISION FOR SUSTAINABLE GROWTH  PROFIT: Maximizing return to shareowners while being mindful of our overall responsibilities. imagine. 14 .

t h e Hindustan Coca-Cola Holdings would divest 49% of its shareholding in 15 . With access to 53 of Parley‟s plants and a well set bottling network. An agreement with the Parle Group gave the Company instant ownership of the top soft drink brands of the nation. a s t h e s e p r o d u c t s h a d a c h i e v e d a strong consumer base and formed a strong brand image in Indian market during the reentry of Coca-Cola in 1993. the Indian bottling arm of the Coca-Cola Company. Limca and M a a z a . One such major commitment was t h a t . I n t h e n e w l i b e r a l i z e d a n d d e r e g u l a t e d e n v i r o n m e n t i n 1 9 9 3 . with its launch i n A g r a . an excellent base for rapid introduction of the Company‟s International brands was formed. when it left r a t h e r than reveals its formula to the Government and reduces its equity stake as required under the Foreign Regulation Act (FERA) which governed t h e operations of foreign companies in India.COMPANY PROFILE HINDUSTAN COCA-COLA BEVERAGESPRIVATE LIMITED (HCCBPL) ABOUT THE COMPANY Coca-Cola was the leading soft drink brand in India until 1977. Coca-Cola re-entered the Indian market on 26 th October 1993 after a gap of 16 years. this was based on numerous commitments and stipulations which the Company agreed to implement in due course. W h i c h w e r e f l o a t e d b y P a r l e . However.Thus these products became a part of range of products of the Coca-Cola Company. The Coca-Cola Company acquired soft drink brands like Thumps Up. C o c a . HCCBPL.C o l a made its re-entry into India through its 100% owned subsidiary. Gold spot.

recognition and loyalty worldwide. 500 managers. e n a b l i n g t h e C o m p a n y t o a c h i e v e s u c c e s s . t h e p e r c a p i t a consumption of cold drinks doubled due to the launch of the new packaging of 200 ml returnable glass bottles which were made available at a price of R s . t h e y h a v e a l o n g s t a n d i n g b e l i e f t h a t everyone who touches their business should benefit. 1 7 F r a n c h i s e e O w n e d B o t t l i n g Operations (FOBO) and a network of 29. I t a l s o h a s a s u p p o r t i n g d i s t r i b u t i o n n e t w o r k consisting of 700.favor of resident shareholders by June 2002.C o l a i s m a d e u p o f 7 0 0 0 local e m p l o ye e s . is the mantra that Coca-Cola follows. with help of technology and skills within the Company. 5 p e r b o t t l e . act local”.C o c a .000 retail outlets and 8000 distributors. B e t w e e n 2 0 0 1 a n d 2 0 0 3 . from 10tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles and pushcarts. T h i s n e w market accounted for over 80% of In dia‟s new Coca-Cola drinkers.“Think local. Almost all goods and services required to cater to the Indian market are made locally. The complexity of the Indian market is reflected in the distribution fleet which includes different modes of distribution. This resulted in a 37% growth rate in rural India visa-vie 24%g r o w t h s e e n i n u r b a n I n d i a .Contract Packers that facilitate the manufacture process of a range of products for the c o m p a n y. 16 . 27 Company Owned Bottling Operations (COBO). with punch lines like “Life ho to aisi” for Urban India and “Thanda Matlab Coca-Cola” for Rural India. over 6 0 manufacturing locations. A t C o c a .C o l a . thereby inducing them t o u p h o l d t h e s e v a l u e s .

 Suppliers as an opportunity to make reasonable profits when creating r e a l value-added in an environment of system-wide team w o r k . \ 17 . c u s t o m e r s e r v i c e a n d b o t t l i n g s ys t e m s t r a t e g i e s .   Consumers as a superior beverage experience Consumers as an opportunity to grow profits through the use o f finished drinks   Bottlers as an opportunity to grow profits in volumes Bottlers as a trademark enhancement and positive economic valueadded. services and communications. p r o c e s s e s a n d t o o l s i n o r d e r t o create competitive advantage and deliver superior value to. flexible business system and continuous improvement  Indian society in the form of a contribution to economic and social development.MISSION To create consumer products.

QUALITY POLICY “To ensure customer delight. deed sand actions by continually improving our processes…Every time. we commit to quality in our thoughts.C O L A I N INDIA Chief Executive Officer Vice President Supply Chain Officer Chief Finance Human Resource Director Vice President Regional Vice President (North) Regional Vice President (Central) 18 .” O R G A N I Z A T I O N S T R U C T U R E O F C O C A .

Region External Affairs. 19 . Region. Region Capability Management. Region Channel. AGM/AOD Unit 3.FIGURE 3: ORGANIZATION STRUCTURE IN COCA-COLA. INIDA Regional Vice President AGM/AOD Unit 1. Region BSG. AGM/AOD Unit 4. Region Finance. Region Human Resource. AGM/AOD Unit 2. Region Cold Drink. Region Legal. Director/Manager Market Execution. Region Customer Service.

two RGB (Returnable glass bottles) lines which yields 600 bottles per minute each and one Juice line which yield 155 bottles per minute. situated at Bidadi. East Depot and Mega Depot.FIGURE 4: ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT MANUFACTURING UNIT OF HCCBPL The manufacturing unit of HCCBPL. It caters to the whole of South Karnataka through a network of more than 80 distributors. North Depot. per minute. Manufacturing Plant Sales and Distribution Operations Distributors Outlets Outlets 20 . There are three depots in Bangalore. The Plant has one PET line which has the capacity of yielding 209 bottles. is the third largest plant and one of the bottling operations owned by the company.

FIGURE 5: CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION MANUFACTURING PROCESS AT HCCBPL FIGURE 6: MANUFACTURING PROCESS 21 .

simultaneously. inspected and washed for the purpose of filling in the final product in it. t h e y a r e both mixed together and sent to the carbonator section where C a r b o n Dioxide is added to the mixture to form the final product. the returnable glass bottles are depalletized.The manufacturing of the products of Coca-Cola involves the f o l l o w i n g steps:  Water is received from the River Cauvery and it passes through the water treatment plant. further passing through the sand filter and the activated carbon filter. This step does not take place in the PET bottle lines the bottles once used are disposed. labeled and cased in order to be sent into the warehouse for distribution 22 . crowned (in case of RGB)/capped (in case of PET bottles).  In the syrup room.  The product is finally filled in the bottles. the concentrate received from another bottling plant situated at Pune. so as to attain pure cleansed water. is blended with the sugar syrup  O n c e b o t h t h e w a t e r a n d t h e f i n a l s y r u p a r e r e a d y.  On the other hand.

The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when it is needed by them. which is to be followed by him on a daily basis. and every salesman is assigned to one particular route. The Company provides 23 . I t basically consists of organizations that buy large quantities of a product in one single transaction. It also leads to low costs. A detailed a n d w e l l organized distribution system contributes to the efficiency of the salesmen.DISTRIBUTION NETWORK HCCBPL has a wide and well managed network of salesmen appointed for taking up the responsibility of distribution of products to diverse parts of the c i t i e s . A typical distribution chain at HCCBPL would be: Production---Plant Warehouse---Depot Warehouse---Distribution Warehouse--Retail Stock ---Retail Shelf ---Consumer The customers of the Company are divided into different categories and different routes. higher sales and higher efficiency thereby leading to higher profits to the firm. DISTRIBUTION ROUTES The various routes formulated by HCCBPL for distribution of products are as follows:  Key Accounts: The customers in this category collectively contribute a large chunk of the total sales o f t h e C o m p a n y .

hotels. Super markets etc. Examples: Departmental stores. either a month of half a month.e.  General: Under this route. The stock does not exhaust within a day or two.e. Examples: S m a l l s i z e d b a r s a n d r e s t a u r a n t s . The consumption period is not taken into consideration in this particular route.  Immediate Consumption: T h e o u t l e t s i n t h i s r o u t e a r e t h o s e which require stocks on a daily basis. wherein a considerable amount of stock is kept in order to use for future consumption. fine dines restaurants. instead as and when required stocks are stacked up by them so as to avoid shortage or nonavailability of the product. are exhausted on t h e same day and might run a little into the next day i. The stocks of products i n these outlets are not stored for future use instead. all the outlets that come in a particular area or an area along with its neighboring areas are catered to. t h e products are consumed at a fast pace. Examples: Clubs.  Future Consumption: This route consists of outlets of Coca-Cola products. payments being made by them after a certain period of time i. corporate houses etc.goods to these customers on credit. e d u c a t i o n a l institutions etc. 24 .

S a l e s p e o p l e a n d d e l i v e r y p e r s o n n e l b o t h h a v e t h i s responsibility. and merchandising and local account management at the store level. DEPARTMENTS INVOLVED IN THE D I S T R I B U T I O N PROCESS The Distribution process mainly consists of three departments:  Distribution Department: It appoints distributors and establishes a distribution network. an organization which is not part of the Coca-Cola system has control on one or more of the d i s t r i b u t i o n e l e m e n t s ( S a l e s .  Indirect distribution: In indirect distribution. 25 . m e r c h a n d i s i n g a n d l o c a l a c c o u n t management)  Merchandising: M e r c h a n d i s i n g m e a n s c o m m u n i c a t i o n w i t h t h e consumer at the point of purchase to convey product benefit. d e l i v e r y. processes approved sale orders and prepares i n v o i c e s . co-ordinates with distributors for collections and monitors distribution stocks and their set-up. In certain locations special teams who go into business locations to specifically merchandise our products.DISTRIBUTION SYSTEM  Direct distribution: In direct distribution. delivery. value a n d Q u a l i t y. the bottling unit or the bottler partner has direct control over the activities of sales. arranges logistics and ship products.

 Shipping or Warehousing Department: It dispatches goods as per approved by order. ensures that stocks are dispatched on a FIFO b a s i s . ensures physical control over load out area and updates warehouse stock records in a timely manner 26 . records collections from distributors. periodically r e c o n c i l e s outstanding balances from distributors. obtains balance confirmation from distributors and follows up outstanding balances. Finance Department: I t c h e c k s c r e d i t l i m i t s a n d a p p r o v e s s a l e s orders in compliance with the credit policy followed by the firm.

a market share of 95% out of which 60. Baby foods and Chocolates. Gatorade sports drink. a n d S l i c e . P e p s i C o s e l l s Tropicana orange juice brands.alcoholic beverage industry consisting of juices and soft drinks. The key competitors in the industry are as follows:  PepsiCo: T h e P e p s i C o c h a l l e n g e . T h e f l a v o r e d m i l k p r o d u c t s a l s o h a v e b e c o m e substitutes to the products of the company due to growing health awareness among people. t o k e e p u p w i t h a r c h r i v a l . PepsiCo also sells Dole juices and Lipton ready-to-drink tea. and Aquafina water. C o l a i s n o t t h e c o m p a n y ' s o n l y b e v e r a g e .8% is held by Coca-Cola and the rest belongs to Pepsi. PepsiCo and Coca-Cola hold together. The company's soft drinks include Pepsi. t h e Coca-Cola Company never ends for the World's # 2.COMPETITORS TO HCCBPL The competitors to the products of the company mainly lie in the n o n . But the iced tea that is Nestea which has been introduced into the market b y N e s t l e p r o v i d e s a c o n s i d e r a b l e a m o u n t o f c o m p e t i t i o n t o t h e products of the Company.  Nestlé: Nestle does not give that tough a competition to Coca-Cola‟s it mainly deals with milk products. Mountain Dew. carbonated soft-drink maker. Iced tea is one of the closest substitutes to the Colas as it is a thirst quencher and it is healthier when compared t o f i z z d r i n k s . 27 .

 Dabur: Dabur in India. These products give strong competitions Maaza and the latest product Minute Maid Pulpy Orange. A p a r t f r o m f o o d products. 28 . Dabur has introduced into the market Real Juice which is packaged fresh fruit juice. is one of the most trusted brands as it has been operating ever since times and people have laid all their trust in t h e C o m p a n y a n d t h e p r o d u c t s o f t h e C o m p a n y.

The Company is always looking to innovate and come up with.PRODUCTS The Coca-Cola Company offers a wide range of products to the customers including beverages. fruit juices and bottled mineral water. The Coca-Cola Company h a s a w i d e r a n g e o f p r o d u c t s o u t o f w h i c h t h e f o l l o w i n g p r o d u c t s a r e marketed by HCCBPL:  In the Cola Section:  In the Lemon section: In the Orange section: 29 . either complete new products or new ways to bottle or pack the existing drinks.

 In the Juice section  In the Soda Water and Bottled Mineral Water section:  In the Tonic Water section: 30 .

200 ml and 300 ml returnable glass bottles.5 litre PET bottles. 1. 31 . 500+100 ml free.PACKAGING DETAILS  Coca-Cola. 500+100 ml free and 1. 500+100 ml free PET bottles    Schweppes Mineral Water: 750 ml PET bottles Schweppes Tonic Water: 330 ml can Kinley Soda Water: 300 ml returnable glass bottles. Fanta Limca and Sprite: 330 ml can. Thums Up.5 litre and 2litre PET bottles   Diet Coke: 330 ml can and 500 ml PET bottle Maaza: 200 ml and 250 ml Returnable Glass Bottle. 500+100 ml free and 1litre+200 ml free PET bottles and the newly introduced 200 ml Tetra Pack   Minute Maid Pulpy Orange: 400 ml and 1 litre PET bottles Schweppes Soda Water: 300 ml returnable glass bottles.

Minute Maid Pulpy Orange. one could define perception as the levels of awareness and acceptance among people towards the product. 32 . aesthetic quality and the way a person sees or understands. introduced into India.OBJECTIVE OF THE STUDY 1. Perception can be defined as intuitive recognition of a truth. In the case of Minute Maid Pulpy Orange. 2. To know the perception of consumers towards pulpy orange. T h e m a i n o b j e c t i v e o f t h i s s t u d y l i e s i n s t u d yi n g a n d u n d e r s t a n d i n g t h e consumers‟ perception and opinion about the latest product. To know the consumer preference towards pulpy orange. by the Coca-Cola Company.

SCOPE OF THE STUDY 1. Reasons for popularity of a particular drink. Why people prefer Minute Maid pulpy orange or Coke. 2. 3. Preference of consumers between Minute Maid pulpy orange and Coke. 33 .

Sources of data collection  Primary data. interviews etc.RESEARCH METHODOLOGY 1. Like questionnaires. journals.E.g.E. The major purpose of descriptive research is description of the state of affairs as it exists at present.  Secondary data -It‟s the data which already exists. 2. Sample size 200 consumers 4. etc.It‟s the data which is collected for the first time. The main characteristics of this method are that the researcher has no control over the variables.g. publications. 3. Sample area DELHI 34 . Research Design-Descriptive Research Descriptive research d esign includes surveys and fact findings enquiries of different kinds.

CHAPTER-2 SWOT ANALYSIS OF THE COMPANY 35 .

Strong brand names like Sprite.  STRONG BRANDS: T h e p r o d u c t s p r o d u c e d a n d m a r k e t e d b y t h e Company have a strong brand image. Fanta. People all around the world recognize the brands marketed by the Company. It was e s t i m a t e d t h a t t h e C o c a Cola brand was worth $70. m a r k e t i n g a n d distribution systems are very efficient due to forward  planning and maintenance of consistency of operations which minimizes wastage of both time and resources leads to lowering of costs 36 . Thums Up and Maaza add up to the brand name of the Coca-Cola Company as a whole.STRENGTHS  DISTRIBUTION NETWORK: The Company has a strong and reliable distribution network. CocaCola has been named the world's top brand for a fourth consecutive year in a survey by consultancy Inter brand.45billion. It has a distribution network consisting of a number of efficient salesmen.  LOW COST OF OPERATIONS: The production. The network is formed on the basis of the time o f c o n s u m p t i o n a n d t h e a m o u n t o f s a l e s yi e l d e d b y a p a r t i c u l a r customer in one transaction. 700.000 retail outlets and 8000 d i s t r i b u t o r s . The red and white Coca-Cola is one of the very few things that are recognized by people all over the world. Limca.

pesticides that can contribute to cancer and a breakdown of the immune system. there exists a major controversy concerning pesticides and other harmful chemicals in bottled products including Coca-Cola. the Company finds it very difficult to i n v e s t i n t e c h n o l o g i c a l a d v a n c e m e n t s a n d a c h i e v e e c o n o m i e s o f scale 37 . I n 2 0 0 3 . t h e C e n t r e for Science and Environment (CSE). p e o p l e a b r o a d . T h e r e f o r e . a r e a p p r e h e n s i v e a b o u t C o c a . In India.C o l a .WEAKNESSES  LOW EXPORT LEVELS: The brands produced by the company are brands produced worldwide thereby making the export levels very low. Malathion and chlorpyrifos.  SMALL SCALE SECTOR RESERVATIONS LIMIT ABILITY T O INVEST AND ACHIEVE ECONOMIES OF S C A L E : The Company‟s operations are carried out on a small scale and due to Government restrictions and „red -tapism‟. drinks said aerated waters in and manufacturers giants PepsiCo including multinational C o c a . c o n t a i n e d t o x i n s including lindane. in by New soft Delhi.C o l a products from India. DDT. a nongovernmental organization produced India.

Unlike olden times. 38 . people now have the power of buying goods of their choice without having to worry much about the flow of their income. like Maaza etc and export them t o f o r e i g n nations. It can come up with strategies to eliminate apprehension from the minds of the people towards the Coke products produced in India so that there will be a c o n s i d e r a b l e amount of exports and it is yet another opportunity to broaden future prospects and cater to the global markets rather than just domestic market.OPPORTUNITIES  LARGE DOMESTIC MARKETS: T h e d o m e s t i c m a r k e t f o r t h e products of the Company is very high as compared to any other soft drink manufacturer.  HIGHER INCOME AMONG PEOPLE: Development of India as a whole has lead to an increase in the per c a p i t a i n c o m e t h e r e b y causing an increase in disposable income.  EXPORT POTENTIAL: The Company can come up with new products which are not manufactured abroad. The beverage industry can take advantage of such a situation and enhance their sales. chiefly led by Limca. this includes a 42 per cent share of the cola market. Other products account for 16 per cent market share. Coca-Cola India claims a 58 per cent share of the s o f t drinks market.

All these problems might lead to a slowdown in the demand for the company‟s products. W h e n a l i c e n s e i s issued. p o o r r o a d s .THREATS  IMPORTS:A s I n d i a i s d e v e l o p i n g a t a f a s t p a c e . People understand trade to a large extent and the demand for foreign goods has increased over the years. seasonal consumption linked to harvests and festivals and special occasions.  TAX AND REGULATORY SECTOR: T h e t a x s ys t e m i n In d i a i s accompanied by a variety of regulations at each stage on the consequence from production to c o n s u m p t i o n . t h e p e r c a p i t a income has increased over the years and a majority of the people are educated. R e n e w i n g o r u p d a t i n g a license every now and then is difficult. the production capacity is mentioned on the license and every time the production capacity needs to be increased. acute dependence on the vagaries of the monsoon. large number of daily wage earners. p o w e r p r o b l e m s . a n d inaccessibility to conventional advertising media.  SLOWDOWN IN RURAL DEMAND: The rural market may be alluring but it is not without its problems: Low per capita disposable incomes that is half the urban disposable income. the export levels have gone high. 39 . the license poses a p r o b l e m .

DATA ANALYSIS 1. What do consumers prefer between MINUTE MAID PULPY ORANGE and COKE? MINUTE MAID PULPY ORANGE COKE BASIS MINUTE MAID PULPY ORANGE COKE TOTAL NUMBER OF PEOPLE PERCENTAGE 40 20% 160 80% 200 100% 40 .

Why do consumers prefer COKE above M I N U T E M A I D PULPY ORANGE??      Taste Fizzy Cheaper Variety of Flavors Easy availability Taste Fizzy Cheaper Variety of Flavors Easy availiblity Basis Taste Fizzy Cheaper Variety of Flavours Easy availability Total Number of people 30 40 20 50 20 160 Percentage 18.75% 25% 12.2.50% 31.50% 100% 41 .25% 12.

Why do consumer prefer MINUTE MAID PULPY ORANGE?  Fresh Juice  Healthy drink  Non fizzy  Good pulp MINUTE MAID PULP ORANGE Fresh juice Healthy drink Non fizzy Good pulpy drink Basis Fresh juice Healthy drink Non fizzy Good pulpy drink Total Number of people 24 9 5 2 40 Percentage 60% 22.50% 5% 100% 42 .3.50% 12.

MINUTE MAID PULPY ORANGE Less availablity Costly Bitter taste Non awareness Basis Less availability Costly Bitter taste Non awareness Total Number of people 50 60 40 10 160 Percentage 31. Why don’t consumer prefer MINUTE MAID PULPY ORANGE?     Less availability Costly Bitter taste Non awareness.25% 37.25% 100% 43 .50% 25% 6.4.

CHAPTER-3 ANALYSIS OF FINANCIAL REPORTS OF THE COMPANY 44 .

000 4.326.000 13.000 3.244.000 547.000 1.000 7.579.976.029.000 2.000 18.000 2.000 3.650.580.531.152.000 2.000 6.000 8.176.041.000 - .000 8.727.733.000 2.000 6.162.000 40.000 12.921.000 15.000 9.000 9.604.755.000 278.721.000 14.779.000 4.401.665.585.000 4.000 2.000 6.000 72.000 8.000 6.000 4.059.379.551.000 9.090.000 4.376.226.224.000 1.354.000 305.701.820.000 877.000 1.000 - 6.000 2.000 2.000 1.000 5.261.561.476.959.000 2.132.920.794.000 3.121.000 5.000 48.800.000 14.187.BALANCE SHEET Balance Sheet Period Ending Assets Current Assets Cash And Cash Equivalents Short Term Investments Net Receivables Inventory Other Current Assets Total Current Assets Long Term Investments Property Plant and Equipment Goodwill Intangible Assets Accumulated Amortization Other Assets Deferred Long Term Asset Charges Total Assets Liabilities Current Liabilities Accounts Payable Short/Current Long Term Debt Other Current Liabilities Total Current Liabilities Long Term Debt Other Liabilities Deferred Long Term Liability Charges Minority Interest Negative Goodwill 45 31-Dec-2010 31-Dec-2009 31-Dec-2008 8.508.000 - 6.000 314.000 3.988.921.192.671.000 21.000 12.758.965.519.000 11.781.000 2.000 4.000 17.430.

000 4.000 38. 41.674.799.000 880.000 (1.918.000 (757.966.000 (24.000 (2.398.000 (25.000 (27.000) 24.003.000 7.967.000) 7.450.513.000 46 .762.537.000 11.213.094.000 23.047.472.000) 31.278.000) 20.872.000 880.000) 8.000 49.537.000 41.971.000 20.000) 10.Total Liabilities Stockholders' Equity Misc Stocks Options Warrants Redeemable Preferred Stock Preferred Stock Common Stock Retained Earnings Treasury Stock Capital Surplus Other Stockholder Equity Total Stockholder Equity Net Tangible Assets Currency in USD.057.000 880.

243.000 .000 1.502.000 11.000 733.000 11.605.807.693.000 11.000 6.384.000 5.000 438.000 14.807.632.000 5.000 11.000 22.990.834.671.000) 12.000 20.000 8.000 8.000 2. 47 31-Dec-2010 35.000 5.000 (82.000 8.809.902.570.877.944.774.809.000 (50.449.000 31-Dec-2009 30.824.000 5.977.000 305.439.000 7.374.000 2.824.000 350.000 31-Dec-2008 31.119.301.040.000 355.946.000 11.446.088.000 13.000 289.426.000 14.INCOME STATEMENT Income Statement Period Ending Total Revenue Cost of Revenue Gross Profit Operating Expenses Research Development Selling General and Administrative Non Recurring Others Total Operating Expenses Operating Income or Loss Income from Continuing Operations Total Other Income/Expenses Net Earnings Before Interest And Taxes Interest Expense Income Before Tax Income Tax Expense Minority Interest Net Income From Continuing Ops Non-recurring Events Discontinued Operations Extraordinary Items Effect Of Accounting Changes Other Items Net Income Preferred Stock And Other Adjustments Net Income Applicable To Common Shares Currency in USD.000 7.231.000 11.000 8.976.000 19.000 9.000) 7.807.000 12.000 6.

000 Other Cash Flows from Financing Activities 50.000) Other Cash flows from Investing Activities (1.000) 2.000 (1.000 148.993.985.000 Operating Activities.000) Sale Purchase of Stock (1.000) (3.000 Investing Activities.186.000) Total Cash Flows From Investing Activities (4.068.000) Investments (679.224.000) (155.000) Net Borrowings 1.000 608.000) (4.000 (734.807.000 (3.320.000) Financing Activities.000 1.000 7.000) (493.000) 576.800.443.968.000) (615.000) (2.848.405.000) (2.000 2.363.363.511.000 30-Dec-2008 5.000) Changes In Accounts Receivables Changes In Liabilities Changes In Inventories Changes In Other Operating Activities 370.140.532.000) (854.152.000) (3.000) 8.236.000 (1. (3.000) 1.000 1.000 (564. Cash Flows Provided By or Used In Capital Expenditures (2. Cash Flows Provided By or Used In Depreciation 1.496.000) 608.CASH FLOW Cash Flow Period Ending 30-Dec-2010 30-Dec-2009 6.000) 29.000) (240.571.000 48 .000) (2.000) (165.465.215.228.000 1.000 Total Cash Flow From Operating Activities 9.521.000) (4.824. Cash Flows Provided By or Used In Dividends Paid (4.149.000) 63.000) (166.809.000 Adjustments To Net Income (4.000 (2.295.000 Total Cash Flows From Financing Activities Effect Of Exchange Rate Changes Change In Cash and Cash Equivalents Currency in USD.000 Net Income 11.293.

CHAPTER-4 LESSONS LEARNT 49 .

I t e v e n g a v e a g o o d u n d e r s t a n d i n g o f b e h a v i o r o f customers when placed in different situations. A good understanding of the market was accomplished as around 700 people were spoken to and t h a t g r o u p c o n s i s t e d o f a v a r i e t y o f c u s t o m e r s . trainees were given an opportunity to carry out the process ourselves. a musthave to survive and make it big in t h e p r e s e n t w o r l d . It gave good amount of exposure mainly because after being trained. the training period was a good experience and a good stepping stone into the real business world. it took a lot of it to convince the store managers to give us cooler space to cool the product for 2 hours and even more to convince the customers into tasting the product and to get reviews from them. T h i s e v e n h e l p e d i n t h e polishing of communication skills. as a large number of customers were to be dealt with. because.The Sampling activity was a good first step into the area of Marketing and Sales. It was a good opportunity to work on the skill of patience. As all the points in the above mentioned paragraph. 50 . It helped in developing the kind of relations one needs to uphold the corporate world and it helped in building up the right attitude. It helped in developing a considerable amount of convincing skills. are the must-have skills for anyone in the field of Marketing and Sales.

It is not bitter like other readymade juice products that are available in the market. It is a ready-to-drink fruit juice. It was a product of the Coca-Cola Company and ever s i n c e t h e controversy. It is as sweet as natural oranges that one buys in the market.. the consistency is not good.e. It h a s g o t r e a l p u l p i n i t a n d w h e n o n e c a n f e e l t h e p u l p a n d t h i s makes the drink tastier     It is a non-carbonated drink. Due to the natural orange pulp. It is a good thirst quencher. 51 . especially in the summer season.FINDINGS The reasons given by consumers for having liked the product were:     It tastes like fresh orange juice. consumers are a little apprehensive about the products of that company. the juice is healthier. Fresh fruit juice is preferable. It is too watery i. The reasons given by consumers for having disliked the product were:     It is too sweet.

Minute Maid Pulpy Orange could be given away free.Advertisements should highlight the main features of the product that i s t h e e x i s t e n c e o f pulp (which is already made prominent in Advertisements). Big Bazaar etc. It could be introduced even at Fab Mall.  At Modern Trade Outlets.  Due to the current prices. Spencer‟s Daily. an eyebrow raiser for some. mainly because it has been observed that irrespective of age and gender.  New flavors can be introduced into the market as early as possible because around 30% of the consumers were eager to know if the 52 . if the customer buys goods worth more than a certain price line. This strategy is already being carried out at the Food World outlets. where shoppers buy in bulk. the product could be sold in packs of 2 or more and there could be a p r i c e reduction.SUGGESTIONS/RECOMMENDATIONS Taking the above analysis into consideration. Subhiksha. more than 75% of the people have liked the product and look forward to buy it again . the following points can be regarded for further marketing of the product:  Advertisements should target the entire family. it should lay emphasis on the health and nutrition value of the product and also on the fact that it is as good as fresh fruit juice.

he would not w a n t t o b u y a bottle containing 400 ml or 1litre of the juice. 53 .  Smaller packs of Minute Maid Pulpy Orange like tetra packs of 200-300 ml can be introduced as. Therefore. when a customer wants a small amount of the drink just to quench his thirst for that moment.drink would come in more flavors and another 10% of the consumers d i d n o t l i k e O r a n g e j u i c e s o t h e y w e r e a n t i c i p a t i n g t h e p r o b a b l e launch of other flavors. smaller packs of the product do come in handy.

T h i s e v e n h e l p e d i n t h e polishing of communication skills. It was a good opportunity to work on the skill of patience. 54 . A good understanding of the market was accomplished as around 700 people were spoken to and t h a t g r o u p c o n s i s t e d o f a v a r i e t y o f c u s t o m e r s . the Marketing and Sales Department at HCCBPL could offer projects like:  Analysis Impact of advertisements on the Sales of a p a r t i c u l a r product. As a future line of research. It helped in developing the kind of relations one needs to uphold the corporate world and it helped in building up the right attitude. It gave good amount of exposure mainly because after being trained. are the must-have skills for anyone in the field of Marketing and Sales. It helped in developing a considerable amount of convincing skills. a musthave to survive and make it big in t h e p r e s e n t w o r l d . I t e v e n g a v e a g o o d u n d e r s t a n d i n g o f b e h a v i o r o f customers when placed in different situations. as a large number of customers were to be dealt with. the training period was a good experience and a good stepping stone into the real business world. trainees were given an opportunity to carry out the process ourselves.CONCLUSION The Sampling activity was a good first step into the area of Marketing and Sales. As all the points in the above mentioned paragraph. because. it took a lot of it to convince the store managers to give us cooler space to cool the product for 2 hours and even more to convince the customers into tasting the product and to get reviews from them.

Formulation of Market penetration strategies.   Analysis of major trends in the Indian Non-Alcoholic Beverage market. 55 . Analysis of changing trends in the market for Coca-Cola products.

What sort of drinks do you prefer?     Aerated drinks Juice Alcoholic Other 56 . How often do you consume soft drinks?     Rarely Often Never Always 3.Questionnaire Marketing strategy of coke 1. Where are you used to drink soft drinks?     At home At work In parties Other 4. Do you like soft drinks?   Yes No 2.

5. What would you choose between aerated and non aerated drinks?   Aerated Non. What would you choose between Coca Cola and Minute maid pulpy orange?   Coca Cola Minute maid pulpy orange 7.   No Yes. If you choose Minute maid pulpy orange above Coca cola then why? (Can tick more than one)      Fresh juice Healthy drink Non fizzy Good pulp content All the above 9. If you choose Coca cola above Minute maid pulpy orange then why? (Can tick more than one)      Taste Fizz Cheap Variety of flavors All the above 8. which brand do you prefer? 57 .Aerated 6. Have you ever tasted other Coca cola products? (Aerated drinks) other than Coca cola.

Which of the following fruit based drinks have you tried? ( Can tick more than one)       mazza slice frooti tropicana LMN appy 58 .10. Which of the following aerated drinks have you tried? ( Can tick more than one)         sprite limca 7up mirinda thums up pepsi fanta all the above 12. Are you sensitive to price when u buy a drink?    No A little bit A lot 11.

thecoca-colacompany..com http://www. S.bbc.com http://www.org BOOKS:   Tull & Hawkins. Gupta.coca-cola.com http://www. 2000.com http://www.wikipedia.cybernoon. 2003 59 .com http://news. Marketing Research.co.L.hoovers. Sales & Distributions Management. all the above BIBLIOGRAPHY WEBSITES:        http://www.ko.uk http://www. Excel Books. Prentice Hall of India.