Company Profile
Year of Establishment:
October 1993
Form of Business:
Private Limited
Nature of Business:
Leading Producer & marketer of soft drinks in India
Telephone:
02694 84386 / 87 / 77585
E – Mail:
mfernandes@apac.ko.com
Website:
http://www.coca-colaindia.com
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History
new product by carrying Coca – Cola in a jug down the street to Jacobs
name & panned “Coca – Cola” in the unique flowing script that is famous
worldwide today. Mr. Robinson thought ‘the two C’s would look well in
advertising. In 1886 sales of Coca – Cola averages nine drinks per day.
The first, Dr. Pemberton sold 25 gallon of syrup, shipped in bright red
wooden kegs. Red has been a distinctive color associated with the no. 1
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Candler had acquired complete ownership of Coca – Cola business.
Within four years, his merchandising flair helped expand consumption for
Company in 1923, & his more than six decades of leadership took the
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Coca-Cola First Bottled
Coca-Cola began as a fountain product, but candy merchant Joseph
1894.
identify until they took a sip. The answer was to create a distinct bottle
for Coca-Cola. As a result, the contour bottle for Coca-Cola with the
shape now known around the world was developed in 1915 by the Root
Glass Company.
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Coca – Cola in India
deal that gave Coca-Cola ownership of the nation's top soft-drink brands
marketing equipment.
During the past decade, the Coca-Cola system has invested more
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Virtually all the goods and services required to produce and
bottling operations.
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Name of the Directors
Douglas N. Draft is chairman, Board of Director & Chief
Executive Officer.
Administration.
Officer in Asia.
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Mission
THE COCA – COLA COMPANY EXISTS TO BENEFITS &
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Quality Policy
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
obligation. More than a billion times every day, consumers choose our
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SWOT Analysis
S. = Strengths
ideas.
production.
market.
W. = Weaknesses
relationship.
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O. = Opportunities
way.
population.
T. = Threats
The main threat which not only the Coca – Cola, but also the
It has captured believe that the next turn will be that of India.
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ORGANIZTIONAL ASPECTS
Organizational Structure
Board of Directors
Managing Director
Executive
Director
Vice President
General Manager
Supervisors
Workers
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Departments of Organization
described under:
PRODUCTION DEPARTMENT
2. Flavour Department:
This is the department, which looks after the taste & proper amount
of flavour added into it. This is the reason why the taste of Coca – Cola is
3. Bottling Department:
damaged bottles are filled. Bottles are first cleaned with automatic
machines & then filled with a machine that as capacity to fill 600 bottles
per min.
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SALES DEPARTMENT
This department looks after the sale of the production, the Coca –
a major role. There are more than 300,000 retail outlets across the country
& to keep watch on this outlet is duty of sales department, so that this
FINANCIAL DEPARTMENT
MARKETING DEPARTMENT
along it is great. This department does research or how the drink should
be packed & sold in the market at the lowest cost. This department
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PRODUCTION ASPECTS
Various Products
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Coca – Cola:
In India, Coca-Cola was the leading soft-
that the beverage is available to more and more people, even in the
thriving cinema industry, music etc. Coca-Cola has been very strongly
associated with cricket, sponsoring the World Cup in 1996 and various
ho to Aisi were very popular and had entered the youth's vocabulary. In
In 2003, Coke was available for just Rs. 5 across the country and this
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Thums Up:
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Limca:
The brand has been displaying healthy volume growths year on year and
in the country.
refreshes and transforms. Dive into the zingy refreshment of Limca and
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Fanta:
Internationally, Fanta - The 'orange' drink of
Over the years Fanta has occupied a strong market place and is identified
as "The Fun Catalyst". Perceived as a fun youth brand, Fanta stands for
its vibrant color, tempting taste and tingling bubbles that not just uplifts
feelings but also helps free spirit thus encouraging one to indulge in the
the highest association with fun and friends that has reflected through
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Sprite:
has grown to be one of the fastest growing soft drinks, leading the Clear
strong appeal to the youth, Sprite has stood for a straightforward and
honest attitude. Its clear crisp refreshing taste encourages the today's
youth to trust their instincts, influences them to be true to who they are
commercials like Lisa Ray, Aish, Market Research and it's latest take on
its competitor - 'I don't want to Do' Sprite has stood in the minds of youth
as "Sprite Bujhaye Only Pyaas, Baki All Bakwaas", which has became
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Maaza:
like "Taaza Mango,Maaza Mango" and "Botal mein Aam, Maaza hain
friendship moments between moms and kids as moms trust the brand and
the kids love its taste. The campaign builds on the existing equity of the
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Diet Coke:
Known as Diet Coke in the U.S., Canada, Australia and Great Britain,
and as Coca-Cola light in other countries, it's now the No. 3 soft drink in
the world.
plenty of taste. Ad campaigns around the world for Diet Coke share a
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Sunfill:
form in countries like Indonesia, Sri Lanka and Bangladesh. It has been
product, which not only is very convenient, but also has a very attractive
price. The product is available in single serve (23gms) & multi serve
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Sunfill Tarang is targeted at housewives in the high-end grocery
convenient.
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Kinley Water:
Water, the most basic need of life, the very sustenance of life, a
is as pure as it is meant to be. Water you can trust to be truly safe and
pure. Kinley water comes with the assurance of safety from the Coca-
along with the latest technology to ensure the purity of our product. That's
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Georgia:
In the company's journey towards the vision
coffee served from state of the art vending machines is positioned to tap
coffee.
choice of hot beverage when he is on the go, the brand is well on course
across the country Georgia Gold has driven coffee sales through the roof.
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The success of hot beverages from Georgia Gold has resulted in
extension into the cold category, with the introduction of Ice Tea and
Cold Coffee.
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Georgia Gold:
from Coca-Cola India. Georgia, quality tea and coffee served from
state of the art vending machines is positioned to tap into the nations
coffee.
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roasted and ground coffee beans, Georgia Gold is
Georgia Gold has driven coffee sales through the roof. The success of hot
beverages from Georgia Gold has resulted in extension into the cold
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Vanilla Coke:
found very appealing when tested in India and we launched Vanilla Coke
launched in 2002 had made Coca-Cola India’s favourite soft drink and
Madhvani, the TVC has become a rage in the country with people from
various walks of life using the term ‘Wakaw’ in various contexts. The
Other than the TVC, radio & outdoor, the 360 degrees campaign
includes a complete internet led brand experience that you can catch on
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Plant Layout
evident from the phenomenal growth rate that Coca – Cola has
In Goblej, government facilities are very good; there are lots of non
Gujarat.
The struggling time for the pant is Rainy Season. In rainy season
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Technology
At The Coca-Cola Company, through our globally accepted and
they ensure that their 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
The water is then drawn through sealed pipelines into the storage
impurities.
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2. The second step is the filtration at the molecular level, which is
carbon, with its large and porous surface area, ensures effective removal
principle of absorption.
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4. The last step is polishing filtration, which is passing water
water is free from any activated carbon fines and is safe for use in
beverages.
sugar from authorized sugar mills in India and this is treated with a
then used for the preparation of purified sugar syrup. This sugar syrup is
checks before being used in the beverage process. The three ingredients
of syrup, treated water and carbon-dioxide are blended as per The Coca-
The glass bottles returned from the market are thoroughly cleaned
Bottle Rinsers (in case of PET). These bottles are then transported to the
The bottles are finally capped/crowned, date coded and packed into
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works virtually in every aspect of our business and gives us the
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Basic Production Process:
The secret ingredient
People love to speculate about the secret ingredient in Coca-Cola.
are sure they taste a distinctive flavour base. But most are simply
delighted that it makes Coca-Cola, the world’s premier soft drink, taste so
consistently delicious.
another is just an arm’s length away. It’s the consistent quality of Coca-
to local and national laws for food processing and labeling, but also to our
own strict standards for exceptional quality. Everything we do, from the
our commitment to offering you the highest quality products. Let’s take a
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Concentrate and syrup manufacturing
Most of our flavours are produced as concentrates, which are
concentrate lot is coded and packaged, then shipped on for the next step -
And, quality control professionals must oversee each step of the process.
barrier filtration process to ensure its quality. In addition to the water and
verify that our efforts have been successful by testing the syrups for taste
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The Process
The magic of turning syrup into a finished beverage is the role of
bottlers and canners. They bring together the essential ingredients - syrup,
water and carbon dioxide - and transform them into the essence of
and control the inputs and steps in the process so that we can predict the
monitored frequently during the production run. Some plants use "in-line"
produced exactly the right flavour ... the flavour you expect every time
you drink one of our products. Adding pure carbon dioxide to the blend,
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in just the right proportion, puts the "sparkle" in soft
packaging must also pass rigorous standards. We not only work with our
our own testing methods. All packages must be free from defects. Cans
are regularly "torn down" to check the quality of liners and seams.
Bottles, whether glass or plastic, must meet standards for finish and
uniformity.
Immediately, a can end, metal crown or plastic closure seals the package.
Each closure application method must pass regular testing. Metal crowns
for glass bottles must be properly crimped onto the bottle lip. Plastic
closures are tested for proper alignment, threading and torque (how hard
you have to twist to get the closure off the bottle). Can ends are inspected
ensure that each package contains the proper volume. Can fill levels are
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properly filled. Bottle fill heights are measured
date and producing facility. Trained route sales people use this code
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Pollution Policy
Coca-Cola India is in the business of beverages that refresh people.
They will carry out their operations in ways that Protect, Preserve and
Enhance the Environment they work in. their activities are guided by
principle in actions.
Consents.
corporate management.
issues.
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6. Advertising initiatives are to be critically evaluated while
technologies.
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PERSONNEL ASPECTS
Broad Overview & Pyramidal Break up
B.O.D.
M.D.
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Recruitment
Look beyond the unified team of Coca-Cola and you'll see the reason
brand and the company, seasoned with a huge deal of fun is what life at
Coke is all about. Collectively addressing every issue, Coke draws upon
with the market, right from the bottoms-up Annual Business Plan to the
facilitate our commitment to our internal and external customers and the
environment.
from now then Coca-Cola is the perfect place to nuture your ambitions.
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Selection Process
With new products being introduced each year, new distribution &
Campus Recruitments
Summer Trainees
The Coca-Cola Summer Trainee
the ground up'. With value-creating live projects, the intern begins
appreciating the intricacies of his or her function and the impact that it’s
experience.
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We offer a traineeship in the following areas:
* Sales
* Marketing
* Human Resources
* Supply Chain
Management Trainee
The Coca-Cola Management Trainee Program is the first step
the business as well as help you understand the its interlinkages. The
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The functional training stints include Sales, Marketing, Technical,
* Sales
* Marketing
* Human Resources
* Supply Chain
* Logistics
* Finance
Trainees
project in each plant that he is assigned during the course of his or her
training. Each trainee has a stint at, at least three different plants working
with the central technical/ quality team at Gurgaon, thus delivering and
base but also intends to engage the confident educated Indian women to
Sales Training program for Women executives who will supplement the
conditions. At the end of the training, the WOTES will join the field force
Lateral Recruitments
that will see you charged through the year. Working with the bottling
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working very closely with all functions on a daily basis. The
autonomy that our roles offer would set you thinking nothing less than an
entrepreneur!!
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Training & Development
Successful candidates placed on the jobs need training to perform
reduce scrap & avoid accidents. It is only the workers who need training.
enable them to grow & acquire maturity of thought & action. Training &
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Compensation
The objective of our compensation philosophy is simple- to attract,
differences.
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Team-oriented: Compensation practices encourage an
Company.
But that's just the plain vanilla; the Coca-Cola Corporate Incentives
team.
o Company Performance
o Division Performance
o Your Performance
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MARKETING ASPECTS
Introduction
Marketing set up and Marketing organization: Coca-Cola’s
developing the brand personality and ensuring share of voice (thru above
the line marketing spends), the region marketing is responsible for the on
ground activation and ensuring share of throat (thru effective below the
region to carry out local activation and execution of brand plans, hence
integrated approach towards being the most preferred brand and top of
mind in all categories. This is enabled thru our innovative advertising (in
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Environmental influences on marketing strategies: Coca-Cola
all our brands a distinct credibility. Also it being an impulse product with
India. It works very closely with the government and NGOs on the
has a first mover advantage in some select parts of the country; however,
Bisleri nationally. On the brand front, Pepsi is the second most preferred
cola brand in the country after Thums Up. In the clear lime category, our
Sprite competes with their 7UP and Mountain Dew put together and still
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Importance of marketing research in your organization: Coca-Cola
marketing strategy. There are various tools which the company engages
to understand the behavior at the retail outlet level and the consumer
parameters.
NCSD, 2 offerings in the powdered segment (both hot and cold). Each
same to suit the local expectations. Each brand has a specific positioning
statement and a target group which also is tracked and monitored on the
monthly basis.
product lines, CSD, NCSD, Ready to drink Hot, Ready to drink Cold and
Water. Each line has various products offering with specific branding and
variant mix. For eg. Under Ready to drink Cold beverage, the company
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Channels of distribution, Role of intermediaries and physical
is the key and hence the selection is the key. Physical distribution
these distributor depots into the markets. Each distributor has a defined
area of operation. We then work out the routing for the area and deploy
execution happens at the corporate level. While below the line sales
promotions happens at the region/ unit level. Over all the advertising
same. Sales promotions at the other end happen to create push for the
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Sales pattern in domestic and international markets and indicative
market shares: While the market shares have been mentioned in the point
pretty prevalent hence it is garnering the shelf space. Locally, there are
key.
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Compensation & Market Share
There are mainly 2 major players in this industry, Pepsi & Coca –
1993.
out local brands like Thums – up, Limca & Gold Spot from Parle
Crush, Canada Dry & Sport Cola in early 1990 & now recently in
Agro Limited.
Pepsi Started a couple of years before Coca – Cola in 1991, & then
also right now it has lower market share. It has brought over Mumbai
Both Cola manufacturers Coca – Cola & Pepsi came up with their
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Price Strategy
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Distribution Channel
A distribution channel transfers goods from producer to end users
that are consumers. It overcomes the major factor such as time placed &
possession gaps that separate goods & services from those who could use
extent that the manufacture performs these function, its cost rise & its
At the same time, when some of these functions are shifted to inter
medicals the producer’s cost & the prices may be lower. But the
adverting the work of channel. The various functions showed are the
channel member who can perform them most effectual & affectively to
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Model of Distribution Channel:
Manufacturer
s
Wholesaler
s
Semi Wholesalers
Retailers
Consumers
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Distribution Network
The actual sale & distribution of that magic elixir is handled
with carbonated water & distribute it to retailers in their area. The number
demand for its wide portfolio of beverages. To reach India’s 300 million
soft drink consumers, the company distributes its product in over 70000
retail outlets, serviced via trucks. Converted three wheelers, tricycles &
push carts.
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Advertising
It’s now cool and hip to carry water and the ads are targeted at the
young and the health – conscious those who care about their bodies.
1. To stimulate demand.
product.
6. To be a competitive weapon.
possible. Throughout the years, slogans for Coca-Cola have always been
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1986 – Red, White and You
1982 – Coke Is It
began in the 1930s, helped mould the national image of a red-suited Santa
Claus. Fresh, creative and tasteful, advertising images for Coca-Cola have
always set a high standard of quality for other products around the world.
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between consumers and the simple moments of pleasure
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TV Commercials
COCA – COLA:
VANILLA COKE:
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THUMS UP:
FANTA:
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SPRITE:
MAAZA:
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SUNFILL:
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Pricing Philosophy
Supply & demand tie into how these companies are performing.
dropping prices to get rid of the excess supply. Soft drinks are especially
bad harvest of oranges, then they supply of juice drop dramatically. This
creates a demand & allows a producer to charge a lot more of it. This
industry also takes place in price wants to win market share, lowering the
price creates & supply needed. This is because the lower price, more
beverages are sold & that means more demand is put on producers. This
one company, then they could set a price & people would not have a
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Research & development is done at the head lab situated in plant,
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AMAZING FACTS
If all the Coca-Cola ever produced were in 8 ounce bottles loaded on
speed of 65 miles per hour, it would take 5 years, 5 months and 2 days for
and placed end-to-end, they would reach all the way to the moon and
If all the Coca-Cola ever produced were flowing over Niagara Falls
and at its normal rate of 1.5 million Gallons per Second, the falls would
If all the Coca-Cola ever produced were to erupt from "Old Faithful"
at its normal rate of 15,000 Gallons per Hour, the Geyser would flow
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BIBLOGRAPHY
1 Books
“Principal of Marketing”
2 News Paper:
3 Websites:
1. www.coca-colaindia.com
2. www.timesofindia.com
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CONCLUSION
My overall impression about this company is an expressible the
successful industry and after this report I can conclude that it has very
bright future.
- Cola showed the world that if one cabling itself to the different
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