RIGHT EXECUTION DAILY (RED) - THE POWER OF COCA COLA SYSTEM

S UM M E R T R A I N I N G P RO J E C T R E P O R T FOR A D VA N C E S A L E S A N D S E R VI C E S P R I VA T E L I M I T E D R I N G R O A D , A D I L N A G A R , L UC K N O W .
IN PARTIAL FULFILMENT OF THE MASTERS PROGRAM IN BUSINESS ADMINISTRATION (ELECTRONIC BUSINESS), DEPARTMENT OF BUSINESS ADMINISTRATION, U N I V E R S I T Y O F L U C K N O W.

S UB M I T T E D B Y - : S H A H R UK H H A M E E D B A T C H ( 2 0 1 0 - 2 0 1 2)

Acknowled ge me nt
I wo u l d l i k e t o e x p r e s s my h ea r t f e l t gr at i t u d e t o M r . N a m d e v o f B r i n d a v a n b e v e r a g e s l i m i t e d f or r e co m m e n d i n g m y n am e f or s u mm e r training at its sales an d m ar ke t i n g he ad o f fi c e at

A d v a n c e s a l e s a n d s e r v i c es l i mi t e d . I wou l d a l s o l i ke t o t h an ks M r . A j a y S i n g h , o u r t r a i n i n g ma n a ge r & M s . P o o j a M a ` a m , ou r HR Ma n a g e r f o r m e n t o r i n g me t hr ou gh ou t m y t e nu r e o f t r ai n i n g. T h a n k s a r e a l s o d u e t o al l t h e Pr e- S al es Re p r es e n t a t i ve s wi t h wh o m I go t a n o p p o r t u n i t y t o u n de r s t a n d t he co ca co l a ma r ke t i n Lu c k n o w. In a d d i t i o n t o t h i s I al s o wo u l d l i ke t o t h an k Mr . A s h i s h P r a t a p S i n g h , Ma n a ge r N e w P r o du c t De ve l o p m e n t fo r g i v i n g me a n o p p o r t u n i t y t o wo r k i n Mo d e r n T r a d e Di vi s i o n . T h a n k s a r e a l s o d u e t o my De p a r t m e n t a l He a d P r o f e s s o r J . K . S h a r m a fo r gi v i n g me a n op po r t u n i t y f or t hi s pr a ct i c a l e xp os u r e a n d m y t e a c h e r s a t t h e De p a r t m e n t Of Bu s i n es s Ad mi n i s t r a t i o n f o r p r o v i d i n g me t h e o r e t i c a l i np u t s wi t h ou t wh i c h t h i s s u mm e r t r a i n i n g wo u l d n o t h a v e b ee n p os s i bl e . I am al s o t ha n kf u l t o my f a m i l y a n d fr i e n d s fo r ke e p i n g my mo r a l e h i gh du r i n g t h e en t i r e training period.

TABLE OF CONTENTS

E x e c u t i v e s u mm a r y Ob j e c t i v e s o f t h e p r oj ec t S o f t d r i n k i n d u s t r y i n In d i a T h e Co c a c o l a c o m p a n y Coca cola India Product profile RE D( R i g h t E x e c u t i o n Da i l y ) A dv a n c e S a l e s a n d S er vi c e s Pr i va t e L t d . Ma r k e t i n g p r o c e s s a t A S S P L . Re s e a r c h m e t h o d o l o gy Conclusions Findings Re c o m m e n d a t i o n s S u r v e y Qu e s t i o n n a i r e B i b l i o g r a p h y / Re f e r e n c e s

EXECUTIVE SUMMARY
C o c a C o l a , t h e p r o d u c t t h at h as gi ve n t he wo r l d i t s be s t - kn o wn t a s t e wa s b o r n i n A t l a n t a , Ge o r gi a , o n Ma y 8, 1 886. C oc a C ol a C o mp a n y is the wo r l d s l ea di n g m an u f a c t u r er , m ar ke t e r an d

d i s t r i b u t o r o f n o n - a l c o h o l i c be ve r a ge co nc e n t r a t e s an d s yr u ps , u s e d t o p r o d u c e n e a r l y 4 00 be ver a ge br a n ds . I t s el l s b e ver a ge concentrates and syrups to b ot t l i n g an d c an ni n g op er a t or s ,

d i s t r i b u t o r s , f o u n t a i n r e t ai l e r s a nd fo u n t a i n who l e s a l e r s . C oc a C o l a was fi r s t i n t r o d u c e d by J o hn S t yt h P e m b e r t o n , a ph ar m a c i s t , i n t h e y e a r 1 8 8 6 i n At l a n t a , Ge or gi a wh e n he c on co c t e d c ar a m e l c o l o r e d s y r u p i n a t h r e e - l egge d br a s s ket t l e i n h i s ba c ky a r d. He f i r s t d i s t r i b u t e d t h e p r o du ct by c ar r y i n g i t i n a j u g do wn t he s t r e e t t o J a c o b s Ph a r m a c y an d cu s t o m e r s bou gh t t he dr i n k fo r f i v e c e n t s a t t h e s o d a fo u n t a i n. C ar bo n a t e d wa t e r was t e a m e d wi t h t h e n e w s y r u p , wh e t h e r by ac ci d e n t or ot h er wi s e , pr o du ci n g a d r i n k t h a t wa s p r o c l a i m e d d el i c i o u s an d r e fr es h i n g , a t h e m e t h a t c o n t i n u e s t o e c h o t o da y wh e r e ve r Co c a- C ol a i s e nj o ye d . C o c a - Co l a o r i g i n a t e d a s a s o da f ou nt a i n be ve r a ge i n 188 6 s e l l i n g f o r fi v e c e n t s a gl a s s . E ar l y gr o wt h was i m pr es s i ve , bu t i t was o n l y wh e n a s t r o n g b o t t l i n g s ys t e m d eve l o p e d t h at C oc a - Co l a b e c a m e t h e wo r l d - fa m o u s br an d i t i s t o da y . C oc a- C ol a wa s t h e l e a d i n g s o ft d r i n k b r a n d i n In di a u n t i l 197 7 , wh e n i t l e ft r at he r t h a n r e v e a l i t s fo r mu l a t o t he Go ve r n m e n t a nd r ed u c e i t s eq u i t y s t a k e a s r e q u i r e d u n d e r t h e F or e i gn Ex ch a n ge Re gu l a t i o n Ac t

( FE RA ) wh i c h go v e r n e d t he op er at i o n s of f or e i gn co mp a n i e s i n I n d i a . In t h e n e w l i b e r a l i z e d a nd d er e gu l a t e d en vi r o n m e n t i n 1 9 9 3 , Co c a Co l a m a d e i t s r e- en t r y i nt o I nd i a t hr ou gh i t s 10 0 % o wn e d s u b s i d i a r y , C o c a Co l a I nd i a , t h e In d i a n bo t t l i n g a r m of t he C o c a - Co l a C o m p a n y . C o c a C ol a t od ay ha s a di ver s e pr o du ct p o r t f o l i o r a n g i n g fr o m r ef r es h i n g dr i n ks t o t hi r s t qu e nc h e r s t o e n e r g y d r i n k s . T h e c o m p a n y ha s al s o s t ar t e d p en et r a t i n g r u r al m a r k e t s a s we l l wi t h i t s i n no va t i v e r ef r i ge r a t o r whi c h r u n s wi t h o u t e l e c t r i c i t y . It i s pa r t n er i n g wi t h s ma l l s h op ke e p e r s i n v i l l a g e s t o l a r g e r e t a i l o u t l e t s i n c i t i e s t he r e b y ca t e r i n g t o wi d e a n d d i v e r s e c u s t o m e r s e g m e n t s . Wh a t l i e s be hi n d t he s u cc es s o f C o c a Co l a C o m p a n y ? We l l s u cc es s fu l co m p a n i e s ha ve ce r t a i n s y s t e m s a n d p r o c e d u r e s ar ou nd wh i c h co m p a n y s ma r ke t i n g a nd o p e r a t i o n a l s t r a t e g i e s r e vol ve , i n C oc a C ol a s ca s e i t i s RE D wh i c h s t a n d s fo r Ri g h t Ex e cu t i o n Da i l y . RE D i s a t o ol t o m e as u r e s a l e s t e a m a n d d i s t r i b u t o r s p er fo r m a n c e i n t he ou t l et s wi t h r e s p e c t t o a l l p a r a m e t e r s o f ex ec u t i o n . T he s e pa r a m e t e r s ar e b r o a d l y c l a s s i f i e d a s Vi s i c o o l e r S pe ci f i c a t i o n , Ou t l e t ac t i va t i o n & B r a n d p a c k s a n d o r d e r a va i l a b i l i t y . RE D au d i t i s co nd u c t e d b y AC Nielson every mo nt h bu t Its Pr e S al e Re p r es e n t a t i ve

r e s p o n s i b i l i t y t o m a i n t a i n RE D p ar a m e t e r s on a d ai l y b as i s i n h i s o u t l e t s a n d e n t i r e ma r k e t , s i nc e RE D S t an d a r ds ar e ma i n t a i n on a d a i l y b as i s i t i s r e f e r r e d a s Ri gh t E xe c u t i o n Da i l y. RE D i s i n f ac t t h e p o we r o f Co c a C o l a s ys t e m an d t h i s pr oj ec t i s a hu mb l e e f f or t i n u n d e r s t a n d i n g t h i s c o nc e p t an d i t s e xe cu t i o n i n Lu c k n o w market.

OBJECTIVES OF THE PROJECT

T h e m a i n o b j e c t i v e o f t hi s RE D pr o j e ct i s t o i nc r e a s e t he

sales of the company.

T h e n e x t o b j e c t i v e o f t h i s pr oj e c t i s t o ad ve r t i s e t he var i o u s

Products of the company.

T o fi n d o u t t h e p r es e n t s t a t u s ab ou t t h e ava i l a b i l i t y of

T h u ms Up , Co k e , S p r i t e , L i m c a , F an t a , Ma a z a at t he r et ai l ou t l e t s in the area.

T h e s t u d y h e l p s i n ma i n t a i n i n g co mp a n y s S a l e s Gen e r a t i n g

As s e t - Vi s i c o o l e r i n a l l t h e ou t l e t s . T o fi n d o u t a v a i l a b l e o pp or t u n i t i es i n t he m ar ke t by fi nd i n g

gaps in competitors penetration. T o c o l l e c t d a t a f r o m r e t a i l er s f or t h e ac t i va t i o n o f n e w

channels.

Find

out

wa y s

to

pu s h

s al e

in

different

ou t l e t s

of

particular area.

T o s t u d y t h e p r e s a l e co nc e p t of t he C o ke

T o e n h a n c e t h e m a r k e t s h ar e of t he c om p a n y .

SCOPE OF THE STUDY

T h i s s t u d y h e l p s c o mp a n y i n kno wi n g i t s gr o wt h i n t he

Ma r k e t . T h i s s t u d y h e l p s t he co m p a n y t o kn o w wh a t t he i r a ct u a l p o s i t i o n i n t h e Ma r k e t Vi s - - Vi s t he i r co m p e t i t or .

RE D h e l p s t o f i n d ou t t h e pr o m ot i o n a l ac t i vi t i e s of t h e

c o m p a n y a n d h e l p t o m a ke r el e va n t c ha n ge s a cc or d i n g t o t h ei r competitor.

T h i s s t u d y e n s u r e s t h e ava i l a b i l i t y of t h e pr o du ct i n t h e

market

T h e s t u d y a l s o h e l p s i n t he e val u a t i o n o f t h e Mar ke t

De v e l o p e r p e r f o r m a n c e .

RE D h e l p s t o ma i n t a i n t h e ou t l e t s i n a wel l d es i gn e d wa y t o

attract the consumers.

RE D h e l p s i n m a i n t a i n i n g t he a t t r a c t i ve n e s s of t h ei r s al es

g e n e r a t i n g a s s e t i . e . t h e i r vi s i c o ol e r .

RE D h e l p s i n Vi s u a l m er c h a n d i s i n g.

SOFTDRINK INDUSTRY IN INDIA Introduction

T h e I n d i a n S o ft - Dr i n k In du s t r y i s a 35 0 0 cr or e r u p ee I nd u s t r y c o m p r i s e s o f c o n s u m e r s t h r o u gh ou t t he cou nt r y , a nd o f al l d e m o g r a p h i e s . Th e i n d u s t r y h as be en c om p r i s e d o f al l In di a n S o f t - Dr i n k s m a n u f a c t u r es an d t he mu l t i n a t i o n a l C oc a- C ol a t i l l 1 97 6 . Fr o m 1 9 7 6 t o 1 9 8 9, t h e i nd u s t r y on l y c on s i s t e d of In di a n m a n u f a c t u r e r s n a m e l y , Pa r l e , C a m p a- C ol a an d Du ke s . De c a d e of nineties have brought c ha n ge s in Go ve r n m e n t P ol i c i e s of L i b e r a l i z a t i o n a n d De r e g u l a t i o n whi c h ha s h el pe d t o u s h er i n t wo h u ge A m e r i c a n m u l t i n a t i o n a l s of t dr i n k p l a ye r s - P ep s i C ol a i n t e r n a t i o n a l a n d C o c a Co l a i nt er n a t i o n a l .

THE CHRONOLOGY OF SOFT- DRINK SCENARIO IN INDIA

1977

Re fu s i n g t o d i l u t e i t s eq u i t y s t a ke , Co ca C ol a wi n ds u p i t T h u ms - Up fr o m Pa r l e a nd C a m p a - Co l a fr o m Pu r e Dr i n ks

operations in the country.

launched. 1986

A n a p p l i c a t i o n f o r a s of t dr i n k a nd s n ac k fo o d j oi n t ven t u r e

b y Pe p s i wi t h Vo l t a s a n d Pu nj ab a gr o i s s u b m i t t e d t o t he I nd i a n Go v e r n m e n t .

1988

F i n a l a p p r o v a l fo r t h e Pe ps i f oo d l i mi t e d pr oj ec t gr a n t e d by

t h e C a b i n e t c o m m i t t e e o n ec on o m i c af f a i r s o f t h e Raj e e v Ga n d h i Go v e r n m e n t .

C o c a - Co l a S o u t h As i a Ho l d i n g I nc o r p o r a t i o n of t h e U. S .

f i l e s a n a p p l i c a t i o n t o m an u f a c t u r e s o ft dr i n ks c on c e nt r a t e i n N o i d a ( De l h i ) Fr e e Tr a d e Z on e. 1990

P e p s i Co l a a n d 7 u p l au n ch e d i n l i m i t e d ma r ke t i n N or t h

Indian.

T h e Go v e r n m e n t c l e a r s t h e P ep s i P r o j e ct aga i n bu t wi t h t h e

b r a n d n a m e c h a n g e d t o Le ha r P ep s i . S i m u l t a n e ou s l y , i t a l s o r e j e c t s t h e a p p l i c a t i o n o f C oke . C i t r a hi t s t he m ar ke t f r o m t h e Parle Stable. 1991

B r i t c o fo o d fi l e s a n ap pl i c a t i o n b ef o r e F or e i gn I n ve s t m e n t

P r o m o t i o n a l Bo a r d ( F I P B ) t o s et u p a ne w 5 0 cr or e f ac i l i t y i n Ma h a r a s h t r a .

P e p s i e x t e n d s i t s s o f t dr i n k r e ac h o n n at i o n a l s c al e. Pr od u c t s

l a u n c h e d i n De l h i a n d Bo m b a y.

B r i t c o f o o d s a p p l i c a t i o n c l e ar e d b y t he F I P B , Pe ps i a nd

Vo l t a s s t a r t i n i t i a l n e g o t i a t i o ns f or a s t r a t e gi c al l i a n c e bu t t a l ks b r e a k a ft e r a wh i l e . 1993

P e p s i l a u n c h e s T e e m an d S l i c e t o co u n t e r L i m c a a nd Ma a z a

r e s p e c t i v e l y fr o m Pa r l e . P ep s i c ap t u r e s ab ou t 30 % m ar ke t s h ar e i n a b o u t t wo y e a r s .

C o k e fi l e s a n a p p l i c a t i o n fo r a 1 00 % own e d s o ft dr i n ks

C o mp a n y wi t h FI P B , De c i d e s t o p ar t wa y s wi t h Ra j a n P i l l a i .

T h e Go v e r n m e n t c l e a r s t he C o ke ap pl i c a t i o n i n r ec or d t i m e. Vo l t a s p u l l s o u t o f t he P ep s i Fo o d L i m i t e d j oi nt ven t u r e .

P e p s i d e c i d e s t o b u y o u t t he Vol t a s s ha r e a nd r ai s e s i t s equ i t y t o 9 2 % Re p o r t o f C o k e - Pa r l e j oi nt ve n t u r e ga i n s t r en gt h .

P e p s i l a u n c h e d 1 l i t er b ot t l e s i n Pe ps i C ol a , Mi r i n d a an d

T e e m fl a v o r s . S we e p s o f f t he 10 0 ml s egm e n t f r o m Pu r e Dr i n ks .

C o c a - Co l a b u y s o u t P ar l e an d m aj or l e ad er s of t he ma r ke t ,

Ra m e s h C h a u h a n , b e c o m e s a pa r t of t he C o ke ga m e pl an .

F o u n t a i n Pe p s i l a u nc h e d i n t h e N or t h e r n p ar t o f I nd i a.

C o c a - Co l a h i t s t h e I n d i a n m ar ke t i n 30 0 ml a t t he pr i ce o f 25 0 ml . 2000

C o c a Co l a I n d i a h a s r e gi s t e r e d a gr o wt h of 1 8 t h p er ce n t i n

i t s n e t s a l e d u r i n g t h e fi r s t qu ar t e r of t he cu r r en t fi s c a l ye ar .

Hr i t h i k t h e b u r n i n g s e ns a t i o n o f B ol l y wo o d i s hi r e d t o

a d v e r t i s e Co k e i s ve r y e f f e c t i ve . 2001

C o c a C o l a u p gr a d e d fr o m 1. 5 l i t er . t o 2 l i t er b ot t l e s . wi t h

t h e c h a n g i n g r e t a i l s c e n a r i o i n I nd i a n e w ma r ke t i n g c ha nn e l o f Mo d e r n Tr a d e i s o p e n e d u p. 2010 C o k e a n d P e p s i m o v e s t o wa r d s m al l e r t o wns a nd vi l l a ge s as r u r a l i n c o m e r i s e s d u e t o r i s i n g f ar m pr o du ct i vi t y t o ca pt u r e t hi s market. C o c a c o l a I n d i a l a u n ch e s s ol ar c oo l e r t o t a p i nt o t he m ar ke t s o f u n e l e c t r i f i e d r u r a l v i l l a ge s .

THE COCA COLA COMPANY

C o c a Co l a , t h e c o m p a n y t ha t h as gi ve n t he wor l d i t s b es t - kn o wn t a s t e wa s b o r n i n A t l a n t a , Ge or gi a , o n Ma y 8, 188 6. C oc a- C ol a C o mp a n y i s t h e wo r l d s l e ad i n g ma nu f a c t u r e r , ma r ke t e r a nd d i s t r i b u t o r o f n o n - a l c o h o l i c be ve r a ge co nc e n t r a t e s an d s yr u ps , u s e d t o p r o d u c e n e a r l y 4 00 be ver a ge br a n ds . I t s el l s b e ver a ge concentrates and syrups to b ot t l i n g an d c an ni n g op er a t or s , d i s t r i b u t o r s , fo u n t a i n r e t ai l e r s an d fo u n t a i n wh o l es a l e r s . T he C o mp a n y s b e v e r a g e p r o du ct s co m pr i s es o f b ot t l e d an d c an ne d s o ft d r i n k s a s we l l a s co nc e n t r a t e s , s y r u p s an d r e ad y- t o- dr i n k p r o d u c t s . In a d d i t i o n t o t h i s , i t al s o pr o du c es an d m ar ke t s s po r t s d r i n k s , t e a a n d c o f f e e . T h e Co c a Co l a Co m p a n y b ega n bu i l d i n g i t s g l o b a l n e t wo r k i n t h e 1 920 s . N o w op er at i n g i n m or e t h an 20 0 c o u n t r i e s a n d p r o d u c i n g n ea r l y 40 0 br an ds , t he C oc a - Co l a s ys t e m h a s s u cc e s s fu l l y a p p l i e d a s i mp l e fo r mu l a o n a gl o b a l s ca l e: P r o v i d e a m o m e n t o f r e f r e s h m e n t f or a s m a l l a m o u n t of m o n e y - a B i l l i o n t i m e s a d a y. Th e Co c a C ol a C om p a n y an d i t s n e t wo r k o f b o t t l e r s c o mp r i s e t h e mo s t s op hi s t i c a t e d an d p er vas i ve p r o d u c t i o n a n d d i s t r i b u t i o n s ys t e m i n t he wor l d . Mor e t ha n a n y t h i n g , t h a t s y s t e m i s de di c a t e d t o pe op l e wor ki n g l on g an d h a r d t o s e l l t h e p r o d u c t s m an u f a c t u r e d by t h e Co m p a n y . T hi s u n i q u e wo r l d wi d e s y s t e m h as ma d e Th e Co ca C ol a Co m p a n y t h e wo r l d s p r e m i e r s o ft - d r i n k e nt er p r i s e. F r o m B os t o n t o B ei j i n g, f r o m Mo n t r e a l t o Mo s c o w, Co ca - Co l a s e l l s m or e t h an an y ot he r c o n s u m e r p r o d u c t i t h a s b r o u gh t p l e as u r e t o t h i r s t y c on s u m er s a r o u n d t h e g l o b e . F o r mo r e t ha n 1 15 y ea r s , Co ca C ol a ha s c r e at e d a s p e c i a l m o m e n t o f p l e a s u r e f or hu n dr e ds of mi l l i o n s o f p eo pl e e v e r y d a y . T h e C o m p a n y a i m s at i n cr e as i n g s h ar e o wn e r va l u e o ve r t i m e . It a c c o m p l i s h es t hi s by wo r ki n g wi t h i t s bu s i ne s s p a r t n e r s t o d e l i v e r s a t i s f a c t i o n a nd val u e t o c on s u m er s t hr ou gh a

wo r l d wi d e s y s t e m o f c o m p a n y own e d a nd f r a n c hi s e e bo t t l er s , t hu s i n c r e a s i n g b r a n d e q u i t y o n a gl o b a l b as i s . Th e y a i m at m an a gi n g t h e i r b u s i n e s s we l l wi t h p eo pl e wh o ar e s t r o n gl y c om m i t t e d t o t h e C o mp a n y va l u e s and culture of pr o vi d i n g an a pp r o pr i a t e l y c o n t r o l l e d e n v i r o n m e n t , t o m ee t bu s i n es s go a l s a nd o bj e ct i ve s . T h e a s s o c i a t e s o f t h i s Co m p a n y j oi n t l y t a ke r es po ns i b i l i t y t o e n s u r e c o m p l i a n c e wi t h t he fr a m e wo r k o f p ol i c i e s a nd pr o t e c t t h e C o mp a n y s a s s e t s a n d r e s ou r c es whi l s t l i m i t i n g bu s i ne s s r i s ks .

History
C o c a - Co l a wa s fi r s t i n t r od u c e d by J o h n S t yt h P e m b e r t o n , a p h a r m a c i s t , i n t h e y e a r 1 886 i n A t l an t a , Ge o r gi a wh 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 Th r e e - l e gge d br as s ke t t l e i n h i s b a c k y a r d . He fi r s t d i s t r i b u t e d t h e pr o du ct b y c ar r y i n g i t i n a j u g d o wn t h e s t r e e t t o J a c ob s C oc a - Co l a was fi r s t i nt r o du c e d b y J o h n S t i t h P e m b e r t o n , a p h ar m a c i s t , i n t h e Ye a r 1 886 i n P ha r m a c y a n d c u s t o m e r s b o u g h t t he dr i n k f or fi ve ce nt s a t t h e s o da f o u n t a i n . C a r b o n a t e d wa t er wa s t ea m e d wi t h t he ne w s yr u p, wh e t h e r b y a c c i d e n t o r o t h er wi s e , pr o du ci n g a dr i n k t h at wa s p r o c l a i m e d d e l i c i o u s a n d r ef r es h i n g , a t he m e t ha t c on t i n u e s t o e c h o t o d a y wh e r e v e r Co c a- C ol a i s e nj o ye d . Dr . P e m b e r t o n p ar t n e r a n d b o o k - k e e p e r , F r a n k M . R o b i n s o n , s u gges t e d t he na m e an d p e n n e d Co c a - Co l a i n t he u ni q u e fl o wi n g s c r i pt t h at i s f a m ou s wo r l d wi d e e ve n t o d a y . He s u g g e s t e d t h at t h e t wo C s wou l d l o o k we l l i n a d v e r t i s i n g . T h e f i r s t n e ws p a p e r a d f or Co ca Co l a s oo n ap pe a r e d i n T h e A t l a n t a J o u rn a l, i n vi t i n g t h i r s t y c i t i z e n s t o t r y t h e ne w a n d p o p u l a r s o d a f o u n t a i n dr i n k. Ha n d- p ai nt e d oi l cl ot h s i gns r e a d i n g C o c a Co l a a p pe ar e d on s t o r e s , wi t h t he s u gges t i o n s a d d e d t o i n f o r m p a s s e r s b y t h at t he ne w be ve r a ge was fo r s o da

f o u n t a i n r e fr e s h m e n t . B y t h e ye ar 1886, s a l e s o f Co ca C ol a a v e r a g e d n i n e d r i n k s p e r d ay . T he f i r s t y ea r , Dr . Pe m b e r t o n s o l d 2 5 ga l l o n s o f s y r u p , s h i p p e d i n b r i gh t r ed wo o d e n ke gs . Re d ha s b e e n a d i s t i n c t i v e c o l o r a s s oc i a t e d wi t h t h e s of t dr i n k e ve r s i n ce . F o r h i s e f f o r t s , Dr . P e m b e r t o n gr o s s e d $5 0 a nd s pe nt $7 3. 96 o n a d v e r t i s i n g . Dr . P e m b e r t o n n eve r r ea l i z e d t he po t e n t i a l o f t he b e v e r a g e h e c r e a t e d . He g r a du a l l y s ol d po r t i o n s of h i s bu s i ne s s t o v a r i o u s p a r t n e r s a n d , j u s t pr i or t o hi s d ea t h i n 1888, s o l d h i s remaining interest in C oc a - Co l a to Asa G. Candler, an e n t r e p r e n e u r fr o m At l a n t a . B y t h e y e a r 1 8 9 1 , Mr . Ca nd l e r pr o c e e d e d t o bu y ad di t i o n a l r i gh t s a n d a c q u i r e c o m p l e t e o wn e r s h i p an d c on t r o l o f t he Co ca - C ol a b u s i n e s s . Wi t h i n fo u r y e ar s , h i s me r c h a n d i s i n g fl ai r ha d h el pe d e x p a n d c o n s u m p t i o n o f C oc a Co l a t o e ver y s t at e an d t er r i t o r y a ft e r wh i c h h e l i q u i d a t e d hi s p ha r m a c eu t i c a l bu s i n es s an d fo cu s e d h i s fu l l a t t e n t i o n o n t h e s of t dr i n k. Wi t h h i s br ot h e r , J o hn S . C a n d l e r , J o h n Pe m b e r t o n s fo r m e r p ar t n e r F r a n k Ro b i ns o n an d t wo o t h e r a s s o c i a t e s , Mr . Ca n dl e r f or m e d a Ge or gi a c or po r a t i o n n a m e d t h e Co c a Co l a Co m p a n y. T he t r a de m a r k Co ca Co l a , u s e d i n t h e m a r k e t p l a c e s i n c e 1886, wa s r egi s t e r e d i n t h e Un i t e d S t at es P a t e n t Of f i c e o n J a n u a r y 3 1, 1893 . Th e bu s i ne s s c on t i n u e d t o g r o w, a n d i n 1 8 9 4 , t h e f i r s t s yr u p ma nu f a c t u r i n g pl an t ou t s i de A t l a n t a wa s o p e n e d i n Da l l a s , T ex a s . Ot h e r s wer e op en e d i n C h i c a g o , I l l i n o i s , a n d L os An ge l es , Ca l i f o r n i a , t h e f ol l o wi n g y e a r . In 1 8 9 5 , t h r e e y e ar s af t e r T he Co ca Co l a Co m p a n y s i n c o r p o r a t i o n , Mr . C a n d l e r a nn ou nc e d i n h i s a nn u a l r e po r t t o s h a r e o wn e r s t h a t C o c a Co l a i s no w dr u n k i n e ver y s t at e a nd territory in t h e Un i t e d S t at e s . As d em a n d fo r Co ca Co l a i n c r e a s e d , t h e Co m p a n y q u i c kl y ou t gr e w i t s f ac i l i t i es .

A n e w b u i l d i n g e r e ct e d i n 1 898 was t he f i r s t he ad q u a r t e r s b u i l d i n g d e v o t e d e x c l u s i ve l y t o t h e pr o du ct i o n o f s yr u p an d t h e m a n a g e m e n t o f t h e b u s i n es s . In t he ye ar 1 91 9, t he C oc a Co l a C o mp a n y wa s s o l d t o a gr ou p o f i n ve s t o r s fo r $25 mi l l i o n . R o b e r t W . W o o d r u f f b e c a m e t h e P r e s i d e n t o f t h e C om p a n y i n t he y ea r 1 9 2 3 a n d h i s m o r e t h a n s i x t y ye ar s of l e ad e r s h i p t oo k t h e b u s i n e s s t o u n s u r p a s s e d h ei gh t s of c om m e r c i a l s u cc es s , m a ki n g C o c a Co l a o n e o f t h e m o s t r ec o gn i z e d an d va l u e d br a n ds ar ou nd t h e wo r l d .

History of Coca Cola Bottling

C o c a - Co l a o r i g i n a t e d a s a s o da f ou nt a i n be ve r a ge i n 188 6 s e l l i n g f o r fi v e c e n t s a gl a s s . E ar l y gr o wt h was i m pr es s i ve , bu t i t was o n l y wh e n a s t r o n g b o t t l i n g s ys t e m d eve l o p e d t h at C oc a - Co l a b e c a m e t h e wo r l d - fa m o u s br an d i t i s t o da y .

Year Wise History of Bottling: Year 1894: A modest start for a bold idea
I n a c a n d y s t o r e i n Vi c k s b u r g, Mi s s i s s i p p i , br i s k s al es o f t he ne w f o u n t a i n b e v e r a g e c a l l e d Co ca Co l a i m pr e s s e d t h e s t or e 's own e r , J o s e p h A . B i e d e n h a r n . He be ga n b ot t l i n g C oc a - Co l a t o s e l l , u s i n g a c o m m o n g l a s s b o t t l e ca l l e d a Hu t ch i n s o n. B i e d e n h a r n s e nt a c a s e t o As a Gr i g g s Ca nd l e r wh o o wn e d t h e C o m p a n y. C an d l er t h a n k e d h i m b u t t o o k n o a ct i o n . One o f hi s n ep h e ws a l r ea d y h ad u r ge d t h a t C o c a - C o l a b e bo t t l e d , bu t Ca nd l e r f oc u s e d o n fo u n t a i n sales.

Year 1899: The first bottling agreement

T wo y o u n g a t t o r n e y s f r o m C ha t t a n o o ga , Te n n es s e e b el i e ve d t he y c o u l d b u i l d a b u s i n e s s a r o u n d b ot t l i n g C oc a- C ol a. In a me e t i n g wi t h C a n d l e r , B e n j a m i n F . T h o m a s a nd J o s e p h B . W h i t e h e a d o b t a i n e d e x c l u s i v e r i g h t s t o bo t t l e Co ca C ol a ac r o s s mo s t of t he Un i t e d S t a t e s fo r a s u m o f o ne do l l ar . A t hi r d C ha t t a n o o ga l a wy e r , J o h n T . L u p t o n , s oo n j oi ne d t he i r ve n t u r e.

Years 1900- 1909: Rapid growt h

T h e t h r e e p i o n e e r b o t t l e r s d i vi d e d t he cou nt r y i nt o t e r r i t o r i es a nd s o l d b o t t l i n g r i g h t s t o l o ca l en t r e pr e n e u r s . Th ei r ef f o r t s wer e boosted by ma j o r p r o gr e s s in bo t t l i n g t ec hn o l o gy , wh i c h i mp r o v e d e f fi c i e n c y a n d pr o du ct qu a l i t y. B y 1 90 9, n ea r l y 40 0 C o c a Co l a b o t t l i n g p l a n t s wer e o pe r a t i n g, mo s t o f t h e m fa m i l y o wn e d b u s i n e s s e s . S o m e we r e op en on l y du r i n g h ot - we a t h e r m o n t h s wh e n d e m a n d wa s hi gh.

Year 1916: Birth of the Contour Bottle

B o t t l e r s wo r r i e d t h a t Co c a Co l a ' s s t r a i gh t - s i d ed bo t t l e was ea s i l y c o n fu s e d wi t h i m i t a t o r s . A gr o u p r ep r e s e nt i n g t h e C o m p a n y a nd b o t t l e r s a s k e d g l a s s ma n u f a c t u r e r s t o o ff e r i de as fo r a di s t i n c t i ve b o t t l e . A d e s i g n fr o m t h e R o ot G l a s s C o m p a n y of T er r e Hau t e , I n d i a n a wo n e n t h u s i a s t i c ap pr o va l . T he C on t ou r Bo t t l e b ec a m e o n e o f t h e f e w p a c k a g e s e ve r gr a n t e d t r a d e m a r k s t at u s b y t he U. S . P a t e n t Of f i c e . To d a y , i t i s o ne of t h e m os t r e co gn i z e d i c on s i n t he wo r l d .

In the 1920s: Bottling overtakes fountain sales

As t h e 1 9 2 0 s d a wn e d ; mo r e t ha n 1,0 0 0 Co ca - Co l a b ot t l e r s wer e o p e r a t i n g i n t h e U. S . Th ei r i de as an d z ea l fu el e d s t e ad y gr o wt h. S i x - b o t t l e c a r t o n s we r e a hu ge h i t s t a r t i n g i n 1923 . A fe w y e ar s later, open-top metal co ol er s b ec a m e t he fo r e r u n n e r s of a u t o m a t e d ve n d i n g ma c h i n es . By t h e e nd of t h e 1920 s , b ot t l e s a l e s o f C o c a - C o l a e x c e e d e d f ou nt a i n s a l e s

In the 1920s and 1930s: International expansion

L e d b y Ro b e r t W . W o o d r u f f , ch i e f ex ec u t i ve o ff i c e r a nd c ha i r m a n o f t h e Bo a r d , t h e C o m p a n y b e ga n a ma j o r pu s h t o es t ab l i s h b o t t l i n g o p e r a t i o n s o u t s i d e t he U. S . Pl an t s we r e op en e d i n F r a n c e , Gu a t e m a l a , Ho n d u r a s , Me xi c o , B el gi u m , It al y a nd S ou t h A fr i c a . B y t h e t i m e W o r l d W a r I I b ega n C oc a- C ol a was be i n g b ot t l e d i n 44 countries.

In the 1940s: Post- war growt h

Du r i n g t h e wa r , 64 b o t t l i n g p l a nt s we r e s e t u p a r o u n d t he wor l d t o s u p p l y t h e t r o o p s . T h i s fo l l o we d an u r gen t r eq u e s t fo r b ot t l i n g e q u i p m e n t a n d m a t e r i a l s fr o m Ge n e r a l E i s en h o we r ' s b as e i n No r t h A fr i c a . Ma n y o f t h e s e wa r - t i m e pl a nt s wer e l a t e r c on ve r t e d t o c i v i l i a n u s e , p e r m a n e n t l y en l a r gi n g t h e bo t t l i n g s ys t e m a nd a c c e l e r a t i n g t h e g r o wt h o f t h e Co m p a n y ' s wo r l d wi d e bu s i ne s s .

In the 1950s: Packaging innovations

F o r t h e fi r s t t i m e , c o n s u m er s ha d ch oi c e s of C oc a - Co l a pa c ka ge s i z e a n d t y p e - t h e t r a d i t i o n a l 6. 5 ou n ce Co nt ou r Bo t t l e , or l a r ge r s e r vi n g s i n c l u d i n g 1 0 , 1 2 a nd 26 ou nc e ve r s i o ns . C an s wer e al s o i n t r o d u c e d , b e c o m i n g ge n e r a l l y ava i l a b l e i n 1960 .

In the 1960s: Introduction of new brands

S p r i t e , F a n t a , Fr e s c a a n d T AB j oi n e d br an d C oc a Co l a i n t h e 1 9 6 0 s . Mr . Pi b b a n d Me l l o Yel l o wer e a dd e d i n t he 197 0s . T he 1 9 8 0 s b r o u g h t d i e t C o k e an d C he r r y Co ke , f ol l o we d by Po we r A d e a n d F r u i t o p i a i n t h e 1 9 90 s . T od a y s co r e s of o t h er br an ds ar e o ff e r e d t o m e e t c o n s u m e r pr e f e r e n c es i n l oc al ma r ke t s a r o u n d t h e wo r l d .

In

the

1970s
in

and

198 0s:
led Such

Consolidation
to gl ob a l

to

serve
r et ai l a ne w

customers
Advancement international t e c h n o l o gy chains. e co n o m y r e qu i r e d c u s t o m e r s o f t h e C o c a C ol a C om p a n y me r ge d a nd evo l ve d i nt o me g a cu s t o m e r s a p p r o a c h . In r e s p o n s e , m an y s m al l a nd me d i u m - s i ze b ot t l e r s c o n s o l i d a t e d t o b e t t e r s e r ve gi a n t i nt er n a t i o n a l cu s t o m e r s . Th e C o mp a n y encouraged and i n ve s t e d in a nu m b er of bo t t l er c o n s o l i d a t i o n s t o a s s u r e t h at i t s l ar ge s t b ot t l i n g p ar t n er s wo u l d h a v e c a p a c i t y t o l e a d t h e s y s t e m i n wo r ki n g wi t h gl ob a l r et ai l e r s .

In the 1990s: New and growi ng markets

P o l i t i c a l a n d e c o n o m i c ch an ge s op en e d va s t ma r ke t s t ha t we r e c l o s e d o r u n d e r d e v e l o p e d f or de ca d e s . Af t e r t h e f al l of t he B er l i n W a l l , t h e C o m p a n y i n v e s t e d h ea vi l y t o bu i l d p l a nt s i n Ea s t e r n Eu r o p e . A s t h e c e n t u r y cl os ed , m or e t h an $ 1. 5 bi l l i o n wa s c o m m i t t e d t o n e w b o t t l i n g fa c i l i t i e s i n Af r i c a

21st Century: Coca- Cola today

T h e C o c a - Co l a b o t t l i n g s ys t e m gr e w u p wi t h r oo t s de ep l y pl a nt e d i n l o c a l c o m m u n i t i e s . T hi s h er i t a ge s e r ve s t h e C om p a n y we l l t o d a y a s c o n s u m e r s s e e k br a nd s t ha t ho no r l o ca l i de nt i t y an d t he d i s t i n c t i v e n e s s o f l o c a l m ar ke t s . A s was t r u e a ce nt u r y a go , s t r o n g l o c a l l y b a s e d r e l at i o ns h i p s b et we e n C oc a - Co l a bo t t l e r s , c u s t o m e r s a n d c o m m u n i t i es ar e t he fo u n da t i o n on whi c h t h e en t i r e b u s i n e s s g r o ws . T h u s we s ee Co ca Co l a i s mo vi n g t o wa r ds Ho l i s t i c ma r k e t i n g concept bu i l di n g a web of r e l a t i o ns h i ps b e t we e n i t s s u p p l i e r s , b o t t l e r s , f r a n c h i s e e , ou t l et o wn e r s , r et ai l e r s a n d t h e fi n a l c o n s u m e r s .

COCA COLA INDIA

T h e C o c a - C o l a C o m p a n y r e- e n t e r e d I n d i a t h r ou gh i t s wh o l l y o wn e d s u b s i d i a r y, to Coca-Cola India in P r i va t e 1 99 1. Limited Since its and r el a u n c h e d C o c a - C o l a i n 1 993 a f t e r t h e o p e n i n g u p o f t h e I n d i a n economy foreign i n ve s t m e n t s reentry o p e r a t i o n s h a v e g r o wn r a p i d l y t hr o u gh a m o d e l t h a t s u p p or t s b o t t l i n g o p e r a t i o n s , b o t h c o m p a n y o w n e d a s we l l a s l o c a l l y o wn e d a n d i n c l u d e s o v e r 7 , 0 0 0 I n d i a n d i s t r i bu t or s a n d m o r e t h a n 1. 3 m i l l i o n r e t a i l e r s . To d a y, i t s b r a n ds a r e t h e l e a d i n g i n m o s t b e v e r a g e s e g m e n t s . T h e C o c a C o l a C o m p a n y s br a n d s i n I n d i a i n c l u d e C o c a - C o l a , F a n t a Or a n ge , F a n t a A p p l e , L i m c a , S p r i t e , T h u m s U p , B u r n , Ki n l e y, Ma a z a , M a a z a M i l k y De l i t e , M i n u t e M a i d P u l p y O r a n g e , Mi n u t e M a i d N i m b u F r e s h a n d N es t e a I c e d t e a , t h e Ge o rg i a Go l d r a n ge o f t e as a n d c o ff e e s a n d Vi t i n g o ( a b e v e r a g e f o r t i f i e d w i t h m i c r o- n u t r i e n t s ) . I n I n d i a , t h e C o c a - C o l a s ys t e m c o m p r i s es o f a wh o l l y o w n e d subsidiary of The Coca-Cola Company namely Coca-Cola India P v t L t d wh i c h m a n u f a c t u r e s a n d s el l s c o n c e n t r a t e a n d b e v e r a g e b a s e s a n d p o wd e r e d b e v e r a g e m i x e s , a C o m p a n y - o wn e d b o t t l i n g e n t i t y, n a m e l y, Hi n d u s t a n C o c a - C o l a B e ve r a ge s P vt L t d ; t h i r t e e n a u t h o r i z e d b o t t l i n g p a r t n e r s o f T h e C o c a - C o l a C o m p a n y, wh o a r e a u t h o r i z e d t o p r e p a r e , p a c ka ge , s el l a n d d i s t r i b u t e b e ve r a ge s u n d e r c e r t a i n s p e c i f i e d t r a d e m a r ks o f T h e C o c a - C o l a C o m p a n y; a n d a n e x t e n s i v e d i s t r i b u t i o n s ys t e m c o m p r i s i n g o f ou r cu s t o m e r s , d i s t r i b u t o r s a n d r e t a i l e r s . C o c a - C o l a I n d i a P r i va t e L i m i t e d s el l s c o n c e n t r a t e a n d b e v e r a g e b a s e s t o au t h or i z e d b o t t l er s w h o a r e a u t h o r i z e d t o u s e t h e s e t o p r o du c e i t s po r t f o l i o o f b e v e r a g e s . T h e s e a u t h o r i z e d b o t t l e r s i n d e p e n d e n t l y d e ve l o p l o c a l m a r ke t s a n d d i s t r i b u t e b e v e r a g e s t o gr o c e r s , s m a l l r e t a i l er s , s u p er m a r k e t s , restaurants and numerous ot h e r bu s i n e s s e s . In turn, these

c u s t o m e r s m a k e t h e s e b e v e r a g e s a va i l a b l e t o c o ns u m e r s a c r o s s India. T h e C o c a C o l a C o m p a n y h a s i n ve s t e d n e a r l y US D 1. 1 b i l l i o n i n i t s o p e r a t i o n s i n I n d i a s i n c e i t s r e - e n t r y b a c k i n t o I n d i a i n 1 99 2. T h e C o c a C o l a s y s t e m i n I n d i a d i r e c t l y e m p l o ys o ve r 25 , 0 0 0 people including those on contract. The system has created indirect employment for more than 150000 people in related i n d u s t r i e s t h r o u g h i t s v a s t p r o cu r e m e n t , s u p p l y a n d d i s t r i b u t i o n s y s t e m. C o c a C o l a s t r i v e s t o e ns u r e t h a t t h e i r wo r k e n vi r o n m e n t i s s a f e a n d i n c l u s i v e a n d t h a t t h e r e a r e pl e n t i f u l o p p o r t u n i t i e s f o r i t s p e o p l e i n I n d i a a n d a c r o s s t h e w o r l d. T h e b e v e r a g e i n d u s t r y i s a m aj o r d r i ve r o f e c o n o m i c gr o w t h. A N a t i o n a l C o u n c i l o f A p p l i e d E c o n o m i c Re s e a r c h ( N C A E R ) s t u d y o n t h e c a r b o n a t e d s o f t - d r i n k i n d u s t r y i n d i c a t e s t h a t t hi s i n d u s t r y h a s a n o u t p u t m u l t i p l i e r e ff e c t o f 2. 1 . T h i s m e a n s t h a t i f o n e u ni t o f o u t p u t o f b e v e r a g e i s i n c r e a s e d , t h e d i r e c t a n d i n d i r e c t e ff e c t o n t h e e c o n o m y wi l l b e t wi c e o f t h a t . I n t e r m s o f e m p l o y m e n t , t h e N C A E R s t u d y n o t e s t h a t a n e x t r a pr o d u ct i o n o f 1 0 0 0 c as e s generates an extra employment of 410 man days. A s a C o m p a n y i t s p r o d u c t s ar e a n i n t e gr a l p a r t o f t h e m i c r o e c o n o m y p a r t i c u l a r l y i n s m a l l t o wn s a n d v i l l a g e s , c o n t r i bu t i n g t o c r e a t i o n o f j o b s a n d g r o wt h i n G D P. C o c a C o l a i n I n d i a i s amongst products. A s a n i n d u s t r y w h i c h h a s s t r o n g b a c k w a r d a n d f o r wa r d l i n ka ge s , t h e i r o p e r a t i o n s c a t a l y s i s gr o w t h i n d e m a n d f o r pr o d u c t s l i ke g l a s s , p l a s t i c , r e f r i g e r a t i o n , t r a n s p o r t a t i o n, a n d I n du s t r i a l a n d a g r i c u l t u r a l p r o d u c t s . T h e i r op e r a t i o n s a l s o l e a d t o i n c r e m e n t a l g r o wt h f o r e n t e r p r i s e s e n ga g e d i n p o s t p r o du c t i o n a c t i vi t i e s l i k e the l a rg e s t domestic bu y e r s of certain a gr i c u l t u r a l

m e r c h a n d i s i n g , m a r k e t i n g a n d s a l es . I n a d d i t i o n , t h e y s h a r e b e s t p r a c t i c e s a n d 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 wi t h i t s s u pp l i e r s , v e n d o r s a n d a l l i e d i n d u s t r i e s w h i c h o f t e n l e a d t o i m p r o ve m e n t i n t h e o v e r a l l s t a n d a r d s o f q u al i t y a c r o s s i n du s t r i e s . T h e C o c a - C o l a s y s t e m c o m p r i s e s o f a wh o l l y o wn e d s u b s i d i a r y o f T h e C o c a - C o l a C o m p a n y n a m e l y C o c a - C o l a I n d i a P v t L t d wh i c h manufactures n a m e l y, and sells concentrate and b e ve r a g e Pvt b as e s and p o wd e r e d b e v e r a g e m i x e s , a C o m p a n y - o w n e d b o t t l i n g e n t i t y, Hi n d u s t a n Coca-Cola Beverages L t d; thirteen a u t h o r i z e d b o t t l i n g p a r t n e r s o f T h e C o c a - C o l a C o m p a n y, wh o a r e a u t h o r i z e d t o p r e p a r e , p a c ka ge , s el l a n d d i s t r i b u t e b e ve r a ge s u n d e r c e r t a i n s p e c i f i e d t r a d e m a r ks o f T h e C o c a - C o l a C o m p a n y; a n d a n e x t e n s i v e d i s t r i b u t i o n s ys t e m c o m p r i s i n g o f customers, d i s t r i b u t o r s a n d r e t a i l e r s . C o c a - C o l a I n d i a P r i va t e L i m i t e d s el l s c o n c e n t r a t e a n d b e v e r a g e b a s e s t o au t h or i z e d b o t t l er s w h o a r e a u t h o r i z e d t o u s e t h e s e t o pr o d u c e p o r t f o l i o o f b e ve r a ge s . T h e s e a u t h o r i z e d b o t t l e r s i n d e p e n d e n t l y d e ve l o p l o c a l m a r ke t s a n d d i s t r i b u t e b e v e r a g e s t o gr o c e r s , s m a l l r e t a i l e r s , s u p e r m a r ke t s , restaurants India. and numerous ot h e r bu s i n e s s e s . In turn, these c u s t o m e r s m a k e o u r b e ve r a ge s a va i l a b l e t o c o ns u m e r s a c r o s s

History of Bottli ng in Indi a -:

C o c a C o l a b o t t l i n g p l a n t o p e ns i n N e w De l h i Concentrate plant opens in India 22 bottling plants operate in 13 states 1977 Coca-Cola and 38 other companies refuse to dilute formally wi t h d r a ws f r o m C o u n t r y i n 1 97 8

stake,

Re-enters India

Coca Cola is made up of 7000 local employees, 500 managers, o v e r 6 0 m a n u f a c t u r i n g l o c a t i o ns , 27 C o m p a n y O w n e d B o t t l i n g O p e r a t i o n s ( C O B O ) , 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 Op e r a t i o n s ( F OB O ) a n d a n e t wo r k o f 2 9 C o n t r a c t P a c ke r s t h a t f a c i l i t a t e t h e m a n u f a c t u r e p r o c e s s o f a r a n ge o f pr o d u c t s f o r t h e c o m p a n y. 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 wo r k c o ns i s t i n g o f 7 0 0 , 0 0 0 r e t a i l o u t l e t s a n d 8 0 0 0 d i s t r i bu t o r s . A l m o s t a l l g o o d s a n d s er v i c e s r e q u i r e d t o c a t e r t o t h e I n d i a n m a r k e t a r e m a d e l o c a l l y, wi t h h e l p o f t e c h n o l o g y a n d s k i l l s wi t h i n t h e C o m p a n y. T h e c o m p l e x i t y o f t h e I n d i a n m a r k e t i s r e f l e c t e d i n t h e d i s t r i bu t i o n f l e e t w h i c h i n c l u d e s d i ff e r e n t m o d e s o f d i s t r i b u t i o n , f r o m 1 0 - t o n n e t r u c ks t o open-bay three wh e e l e r s that can n a vi g a t e t h r ou gh narrow a l l e y wa y s o f I n d i a n c i t i e s a n d t r a d e m a r ke t r i c y c l e s a n d pu s h c a r t s .

Mi ssion, Vision and Values Mission

Coca Cola India road map starts with its mission, which is e n d u r i n g . I t d e c l a r e s t h e i r pu r p o s e a s a C o m p a n y a n d s e r ve s a s t h e s t a n d a r d a g a i n s t w h i c h t h e y we i gh t h e i r a c t i o n s a n d d e c i s i o ns . To r e f r e s h t h e wo r l d .

To i n s p i r e m o m e n t s o f o p t i m i s m a n d h a p p i n es s . To c r e a t e v a l u e a n d m a k e a d i ff e r e n c e .

Our Vi sion
I t s v i s i o n s e r v e s a s t h e f r a m e wo r k f o r t h e i r R o a d m a p a n d gu i d es e v e r y a s p e c t o f t h e i r b u s i n es s b y d es c r i b i n g w h a t i t n e e d s t o a c c o m p l i s h i n o r d e r t o c o n t i nu e a c h i e v i n g s u s t a i n a b l e , q u a l i t y g r o wt h .

P e o p l e : B e a g r e a t p l a c e t o w o r k w h e r e p e o p l e a r e i n s pi r e d t o P o r t f o l i o : B r i n g t o t h e wo r l d a p o r t f o l i o o f qu a l i t y b e ve r a g e Partners: Nurture a wi n n i n g n e t wo r k of cu s t o m e r s and

be the best they can be

b r a n d s t h a t a n t i c i p a t e a n d s at i s f y p e o p l e s d es i r e s a n d n e e d s

s u p p l i e r s , t o g e t h e r i t c r e a t e s m u t u al , e n d u r i n g v a l u e

P l a n e t : B e a r e s p o n s i bl e c i t i z e n t h a t m a k e s a d i ff e r e n c e b y P ro f i t : M a x i m i z e l o n g - t e r m r e t u r n t o s h ar e o wn e r s wh i l e b e i n g P ro d u c t i v i t y : B e a h i gh l y e ff e c t i ve , l e a n a n d f a s t - m o vi n g

h e l p i n g b u i l d a n d s u p p o r t s u s t a i n a b l e c o m m u n i t i es

m i n d f u l o f t h e i r o v e r a l l r es p o n s i b i l i t i e s

o rg a n i z a t i o n

Values
T h e i r v a l u e s s e r v e a s a c o m p a s s f o r t h e i r a c t i o n s a n d d e s cr i b e h o w c o m p a n y b e h a v e s i n t h e w o r l d.

L e a d e r s h i p : T h e c o u r a ge t o s h a p e a b e t t e r fu t u r e C o l l a b o r a t i o n : L e v e r a ge c o l l e c t i ve ge n i u s Integrity: Be real A c c o u n t a b i l i t y : I f i t i s t o b e , i t s u p t o m e Passion: Committed in heart and mind D i v e r s i t y : As i n c l u s i v e as o u r br a n d s Q u a l i t y : W h a t we d o , w e d o we l l

Focus on the Market Focus on needs of our consumers, customers and franchise partners G e t o u t i n t o t h e m a r k e t a n d l i s t e n , o b s e r ve a n d l e a r n Possess a world view F o c u s o n e x e c u t i o n i n t h e m a r ke t p l a c e e v e r y d a y Be insatiably curious Wo r k S m a r t A c t w i t h u rg e n c y R e m a i n r e s p o n s i v e t o c h a n ge Have the courage to change course when needed Remain constructively discontent Wo r k e ff i c i e n t l y Act Like Owners B e a c c o u n t a b l e f o r o u r a c t i o n s a n d i n a c t i o ns S t e wa r d s y s t e m a s s e t s a n d f o c u s o n b u i l d i n g va l u e

R e wa r d

p e o p l e f o r t a ki n g r i s ks a n d f i n d i n g b e t t e r w a y s t o

solve problems

COCA COLA INDIA ORGANIZ ATION STRUCTURE DISTRIBUTION NET WORK OF COCA COLA INDIA

C C I h a s a w i d e a n d we l l m a n a g e d n e t w o r k o f s a l es m e n a p p o i n t e d f o r t a k i n g u p t h e r e s p o n s i b i l i t y o f d i s t r i b u t i o n o f p r o du c t s C o c a C o l a I n d i a h a s a w i d e a n d we l l m a n a ge d n e t wo r k o f s a l e s m e n a p p o i n t e d f o r t a k i n g u p t h e r e s p o ns i b i l i t y o f d i s t r i b u t i o n o f p r o d u c t s t o d i v e r s e p a r t s o f t h e c i t i e s . T h e d i s t r i bu t i o n c h a n n e l s a r e c o n s t r u c t e d i n s u c h a wa y t h a t t h e d e m a n d o f c u s t o m e r s i s f u l f i l l e d a t t h e r i g h t p l a c e a n d t h e r i gh t t i m e w h e n i t i s n e e d e d b y t h e m. A t y p i c a l d i s t r i b u t i o n c h a i n a t C C I wo u l d b e : Production----Plant C o n s u m e r. The customers of the Company ar e d i vi d e d into d i ff e r e n t c a t e g o r i e s a n d d i ff e r e n t r o u t e s , a n d e ve r y s a l e s m a n i s a s s i gn e d t o one particular route, which is to be followed by him on a daily basis. A detailed and well o rga n i z e d d i s t r i bu t i o n s ys t e m c o n t r i b u t e s t o t h e e ff i c i e n c y o f t h e s a l es m e n. I t a l s o l e a d s t o l o w c o s t s , h i g h e r s a l e s a n d h i gh e r e ff i c i e n c y t h e r e b y l e a d i n g t o h i gh e r profits to the firm. D I S T R I B UT I O N R O UT E S T h e v a r i o u s r o u t e s f o r mu l a t e d b y C o c a C o l a I n d i a f o r d i s t r i b u t i o n o f p r o d u c t s a r e a s f o l l o ws : Key Accounts: The customers in this c a t e go r y c o l l e c t i ve l y c o n t r i b u t e a l a rg e c h u n k o f t h e t o t a l s al e s o f t h e C o m p a n y. I t b a s i c a l l y c o n s i s t s o f o rg a n i z a t i o n s t h a t b u y l a rge q u a nt i t i e s o f p r o d u c t i n o n e s i n g l e t r a n s a c t i o n . T h e C o m p a n y p r o vi d e s g o o d s t o these customers on credit, payments being made by them after a c e r t a i n p e r i o d o f t i m e i . e . e i t h er a m o n t h o f h a l f a m o n t h . Wa r e h ou s e- - - - De p o t Wa r e h o u s e - - Shelf---Di s t r i b u t i o n - - - - Wa r e h o u s e- - - - R e t a i l S t o c k- - - - R e t a i l

E x a m p l e s : C l u b s , f i n e d i n e r e s t au r a n t s , h o t e l s , C o r p o r a t e h o u s es etc. F u t u re C o n s u m p t i o n : T h i s r ou t e c o ns i s t s o f ou t l e t s o f C o c a - C o l a p r o d u c t s , w h e r e i n a c o n s i d e r a b l e a m o u n t o f s t o c k i s k e p t i n o r d er t o u s e f o r f u t u r e c o n s u m p t i o n . T h e s t o c k d o e s n o t e x h au s t w i t h i n a d a y o r t wo , i n s t e a d a s a n d wh e n r e qu i r e d s t o c ks a r e s t a c k e d u p b y t h e m s o a s t o a v o i d s h or t a ge o r n o n - a v a i l a b i l i t y o f t h e p r o d u c t . E x a m p l e s : De p a r t m e n t a l s t o r es , S u p e r m a r ke t s e t c. I m m e d i a t e C o n s u m p t i o n : T h e o u t l e t s i n t h i s r ou t e ar e t h os e w h i c h r e q u i r e s t o c k s o n a d a i l y b a s i s . T h e s t o c ks o f pr o d u c t s i n t h e s e o u t l e t s a r e n o t s t o r e d f o r fu t u r e u s e i n s t e a d , a r e e x h au s t e d on the same day and might run a little into the next day i.e. the p r o d u c t s a r e c o n s u m e d a t a f a s t p a c e . E x a m p l es : S m a l l s i z e d b ar s a n d r e s t a u r a n t s , e d u c a t i o n a l I n s t i t u t i o ns e t c . General: Under this route, all the outlets that come in a p a r t i c u l a r a r e a o r a n a r e a a l o n g w i t h i t s n e i gh b o r i n g a r e a s a r e catered to. The consumption p er i o d is not t a ke n into c o n s i d e r a t i o n i n t h i s p a r t i c u l a r r ou t e. D I S T R I B UT I O N S Y S T EM D i re c t d i s t r i b u t i o n : I n d i r e c t d i s t r i b u t i o n , t h e b o t t l i n g u n i t or t h e b o t t l e r p a r t n e r h a s d i r e c t c o n t r o l o v e r t h e a c t i vi t i e s o f s a l e s , d e l i v e r y, a n d m e r c h a n d i s i n g a n d l o c a l a c c ou n t m a n a ge m e n t a t t h e store level. I n di re c t d i s t r i b u t i o n : I n i n d i r e c t d i s t r i bu t i o n , a n o rg a n i z a t i o n w h i c h i s n o t p a r t o f t h e C o c a - C o l a s y s t e m h as c o n t r o l o n o n e or

m o r e o f t h e d i s t r i b u t i o n e l e m e n t s ( S a l es , d e l i ve r y, 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 m a n a g e m e n t ). M e rc h a n d i s i n g : M e r c h a n d i s i n g m e a n s c o m m u ni c a t i o n w i t h t h e c o n s u m e r a t t h e p o i n t o f pu r c h as e t o c o n ve y pr o d u c t b e n e f i t , v a l u e a n d Qu a l i t y. S a l e s p e o p l e a n d d e l i ve r y p er s o n n e l b o t h h a v e t h i s r e s p o n s i b i l i t y. I n c e r t a i n l o c a t i o n s s p e c i a l t e a m s wh o go i n t o b u s i n e s s l o c a t i o n s t o s p e c i f i c a l l y m e r c h a n d i s e ou r p r o du c t s . D e p a r t m e n t s I n v o l v e d I n t h e D i s t r i b u t i o n P ro c e s s T h e Di s t r i b u t i o n p r o c e s s m a i n l y c o n s i s t s o f t h r e e d e p a r t m e n t s : Distribution Department: It appoints distributors and establishes a distribution wi t h n e t wo r k , processes for approved c ol l e c t i o n s sale or d e r s and p r e p a r e s i n v o i c e s , a r r a n ge s l o gi s t i cs a n d s h i p p r o du c t s , c oordinates distributors and monitors d i s t r i b u t i o n s t o c k s a n d t h e i r s e t - u p. F i n a n c e D e p a r t m e n t : I t c h e c ks cr e d i t l i m i t s a n d a p p r o ve s s a l e s orders in compliance with the credit policy followed by the firm, records collections from from di s t r i b u t o r s , and periodically obtains up f o l l o ws reconciles balance outstanding outstanding confirmation balances S h i p p i n g o r Wa re h o u s i n g D e p a r t m e n t : I t d i s p a t c h e s go o d s as p e r a p p r o v e d b y o r d e r, e n s u r es t h a t s t o c ks a r e d i s p a t c h e d o n a F I F O b a s i s , e n s u r e s p h ys i c a l c o n t r o l o ve r l o a d o u t a r e a a n d u p d a t e s wa r e h o u s e s t o c k r e c o r ds i n a t i m e l y m a n n e r. balances from distributors,

distributors

Product Portfolio

C oc a c ol a` s t h r e e l ea di n g br a n ds i n c ol a s egm e n t ar e F l a gs h i p pr od u c t C o ca c o l a whi c h i s s t i l l fo l l o wi n g t he s a m e t r ad i t i o n a l r e ci p i e u s e d b y J o hn 1 886. I t brand S t yt h is t he Pemberton, mo s t t h r o u gh ou t since the Re c o g n i z e d

w o r l d , a v a i l a b l e i n m o r e t h a n 20 0 c o u n t r i es . I n I n d i a i t c o m e s i n t h e p a c ka gi n g o f 3 3 0 m l c a n , 20 0 m l and 300 ml returnable gl a s s b o t t l e s ; 5 0 0 + 1 0 0 m l f r e e , 1. 5 l i t r e & 2 l i t r e P E T b o t t l es T h u m s u p i s t h e l e a d i n g br a n d o f cola among all at f r e a ks ml its competitors and the gl a s s in positioned a d ve n t u r e and 300 Da r e d e vi l s comes returnable

p a c ka gi n g o f 3 3 0 m l c a n , 20 0 m l b o t t l e s ; 5 0 0 + 1 0 0 m l f r e e , 1. 5 l i t r e & 2 l i t r e P E T b o t t l es Diet coke is the cola beverage for h e a l t h c o n s c i ou s a n d d i a b e t i cs s o l d m a i n l y as 3 3 0 m l c a n a n d 5 0 0 m l PET bottle. S p ri t e wa s l au n c h e d i n 1 9 9 9. s p r i t e has not only established itself as a

brand

wh i c h

successfully

b o as t s

i t s cu t - t hr u p e r s p e c t i ve wi t h a n a u t h e n t i c , e d gy, i r r e ve r e n t , u r b a n a n d s t r a i g h t f o r wa r d s t y l e , bu t h a s also achieved youth status ba d ge of an u nd i s pu t e d b r a n d.

To d a y S p r i t e i s t h e m o s t p r e f e r r e d a n d f a s t e s t gr o wi n g s o f t dr i n k i n its and segment. 300 ml it comes returnable in the gl a s s p a c ka gi n g o f 3 3 0 m l c a n , 20 0 m l b o t t l e s ; 5 0 0 + 1 0 0 m l f r e e , 1. 5 l i t r e & 2 l i t r e P E T b o t t l es . L I MCA S F RE SHNE SS I S L I KE NO OT HE R- L IM E N L E MONI L i m e n l e m o n i L i m c a c an c as t a t an gy r ef r e s h i n g s pe l l o n a ny on e , a ny wh e r e . De r i ve d fr o m Ni mb u + j ai s a he nc e L i m e S a, Li m c a ha s l i ve d up to an d its pr o m i s e ha s be en of the r ef r e s h m e n t

or i gi n a l t hi r s t ch oi c e o f m i l l i o ns of c on s u m er s fo r o ve r 3 de ca d e . i t comes in the packaging of 330 ml can, 200 ml and 300 ml returnable glass bottles; 500+100 ml free, 1.5 litre & 2 litre PET bottles.

F an t a en t e r e d t he I nd i a n m ar ke t i n t he ye ar 1 993. Pe r c e i ve d as a fu n y ou t h br a nd , Fa n t a s t a nd s f or i t s vi b r a n t c ol or , t em p t i n g t as t e an d t i n gl i n g spirit bu b bl es t ha t n ot o ne just to u p l i ft s fe e l i n gs bu t a l s o he l p s fr ee t hu s e nc ou r a gi n g i nd u l ge i n t he mo m e n t . i t c o m e s i n t h e p a c k a g i n g o f 3 3 0 m l c a n , 20 0 m l a n d 3 0 0 m l r e t u r n a b l e gl a s s b o t t l e s ; 5 0 0 + 1 0 0 m l f r e e , 1. 5 l i t r e & 2 l i t r e P E T b o t t l es

I nt r o d u c e d spirit of

in

197 0s ,

Ma a z a

h as

t od ay c om e t o s y m b o l i z e t h e ve r y ma n go e s . Un i ve r s a l l y l ove d fo r i t s t as t e , c ol or , t hi c kn e s s a nd wh ol e s o m e pr op er t i e s , Ma a z a i s t h e ma n go l o ver ' s f i r s t ch oi c e. 200 ml a nd 25 0 ml Re t u r n a b l e Gl a s s B ot t l e; 5 00 + 1 0 0 ml fr ee a nd 1 l i t r e + 20 0 ml f r e e PE T bo t t l es a nd 200 m l T et r a P a c k. Minute Maid Pulpy Orange in India was launched in Hyderabad on the

1 9 t h O f F e b r u ar y. T h e p r o du c t i s aimed to further extend the leadership of Coca-Cola in India in t h e j u i c e dr i n k c a t e g o r y. M i n u t e Maid Pulpy Orange 400 ml and 1 l i t e r P E T b o t t l es

L au nc h e d f i r s t i n S ou t h o f I nd i a i n J a nu ar y 20 1 0 , Mi n u t e Ma i d Ni m bu F r e s h s t a r t e d r ef r es h i n g t h e who l e o f In di a by Ap r i l 20 1 0 . C o m e s i n 4 00 m l P E T.

Ki n l e y C oc a

mineral Co l a

wa t e r

an d in in

s od a I nd i a. the

c om p l e t e s t he pr o du ct po r t f o l i o o f Company c om e s Mi n er a l wa t er

p ac ka gi n g o f 1 l i t er an d s o da a s 5 0 0 ml P E T. 3 00 ml r e t u r n ab l e gl a s s bo t t l es , 5 00 + 1 0 0 m l a nd 1. 5 l i t er PE T bo t t l es . free

RED (RIGHT EXECUTION DAILY)

R E D ( Ri g h t E x e c u t i o n Da i l y ) i s a t o o l t o m e a s u r e s a l e s t e a m a n d Di s t r i b u t o r s P e r f o r m a n c e i n t h e o u t l e t wi t h r es p e c t t o a l l t h e parameters of execution.

R E D l a y s d o w n s t a n d a r d f o r Vi s i - c o o l e r s , B r a n d n o r m s a n d I t l a y s d o wn s p e c i f i c n or m s a n d e l e m e n t s f o r e n h a n c e d i n It tracks Brand and Brand pack penetration in outlets. I t a l l o ws f o r De v e l o p m e n t o f s h or t , m i d a n d l o n g t e r m Du e t o a u d i t c h a r a c t e r i s t i c Of R E D e a c h B r a n d c a n b e

in outlet activation elements.

outlet Brand execution.

e x e c u t i o n s t r a t e g i e s , t a c t i c s a n d a c t i o n p l a n. m e a s u r e d a g a i n s t i t s s p e c i f i c e x e cu t i o n go a l s a n d c a n b e pr e c i s e l y monitored.

RED Market Segment ation Model

1. Types Of Outlet (Channel)

( A ) G ro c e r y S t o re Gr o c e r y S t o r e s t o c k i n g a var i e t y of r e gu l ar u s es h ou s eh o l d i t e m s . T h e c h an n e l s p r o v i d e a n o pp or t u n i t y fo r pe ne t r a t i o n as i t pr o p el s h o m e c o n s u m p t i o n I t i n c l u d es al l ki r a n a s t or es , j u i ce s t a l l , c ol d d r i n k s t a l l , d e p a r t m e n t a l s t or es , s u p er m a r ke t s , pr o vi s i o n s t or es e t c . N e c e s s a r y Av a i l a b i l i t y - 2 l i t e r a nd 30 0 ml . ( B ) E a t i n g & D r i n k i n g C h an n e l 1 E a t i n g a n d Dr i n k i n g C h a n n e l : Ou t l e t s r a n ge f r o m t h e h i gh - en d r e s t a u r an t s t o t h e s ma l l e r dh ab a s . T he s e ou t l e t s of f e r mu l t i pl e Op p o r t u n i t y t o e f f e c t s a l e s as pe op l e u s u al l y or de r s o m e t h i n g t o d r i n k a l o n g wi t h fo o d . I t i n cl u d es - : - Re s t a u r a n t s - Ba r s a n d Pu b s - Dh a b a s - S we e t s h o p s - Qu i c k s e r v i c e r e s t a u r a n t s (C) Eating & Drinking Channel 2 I t i n c l u d e s m i n i m u m 5 s e t t a bl e & ch ai r ou t l e t s wh e r e p eo pl e ca n s i t wh i l e d i n i n g . (D) Convenience Channel P a n / b e e d i s h o p s : Th i s s egm e n t i nc l u de s Pa n / b e e d i ou t l e t s t ha t s t o c k c i g a r e t t e s , m i n t , a nd co n f e c t i o n ar y . It co ve r s S T D/ I S D p h o n e b o o t h s , t r a v e l c h a n n e l et c. S ma l l ou t l et s t ha t ma i nl y s e l l 2 0 0 m l o r 3 0 0 ml b o t t l e s . Th ey m ay a l s o s e l l 600 m l m ob i l e PE T . I N C O M E G RO UP

A c c o r d i n g t o t h e i n c o m e gr o u p of t he p eo pl e l i vi n g i n a pa r t i cu l ar area Low income Me d i u m i n c o m e Hi g h i n c o m e A c c o r d i n g t o t h e v o l u m e s a l e i n t h e ou t l e t s t h e c o m p a n y h a s adopted a DIAMOND GOLD S I LVE R BRONZE u n i q u e p o l i c y o f c a t e go r i z i n g t h e ou t l e t s i n f ou r d i ff e r e n t s e g m e n t s s u c h a s :

B a s e d o n Vo l u m e P a t t e r n

D IA M O N D T h o s e o u t l e t s i n wh i c h t h e a n nu a l s a l e o f C o c a C o l a p r o du c t s a r e more than 800 crates. GOLD T h o s e o u t l e t s i n wh i c h t h e a n nu a l s a l e o f C o c a C o l a p r o du c t s a r e less than 200 crates. S I LV E R . T h o s e o u t l e t s wh i c h g i v e a n a n nu a l s a l e o f C o c a C o l a pr o d u c t s b e t we e n 2 0 0 t o 4 9 9 c r a t e s . BRONZE. T h o s e o u t l e t s i n wh i c h a n nu a l s a l e o f C o c a C o l a p r o du c t s a r e l e s s than 200 crates.

RED PARAMETERS OF EXECUTION

RED PARAMETERS

COOLER SPECIFICATION

ACTIVATION ELEMENTS

AVAILABILITY BRAND PACKS AND ORDER

VISICOOLER SPECIF ICATIONS

Vi s i c o o l e r i s S GA ( s a l e s ge n e r a t i n g a s s e t ) f o r b o t h C o c a C o l a company and its customers which comprises of Shopkeepers, General merchants, Ma l l s , B a ke r i e s , C o n ve n i e n c e s t o r e s , e t c. t h r o u g h w h i c h t h e p r o d u c t r e a c h e s t o e n d c o ns u m e r t h e r e f o r e i t becomes very important to maintain the cleanliness and purity standard of v i s i c o o l e r. R E D s t i pu l a t es that the f o l l o wi n g c o n d i t i o n s s h o u l d b e f u l f i l l e d wi t h r e ga r d s t o vi s i c o o l e r - : Vi s i c o o l e r s h o u l d b e i n w o r k i n g c o n d i t i o n. It should be placed in prime location in the shop/outlet so that i t i s v i s i b l e t o e a c h a n d e ve r y c u s t o m e r. I t s h o u l d b e c l e a n a n d pu r e f r o m N o n c o c a c o l a pr o d u ct s .

It

should

follow

rack

and

br a n d

order

compliance

i . e . C OL O J - K ( c o l a s , l e m o n , or a n ge , j u i c e , K i n l e y w a t e r & s o d a ).

Acti vation Ele me nts

A c t i v a t i o n e l e m e n t s r e f e r t o t h os e v i s u a l e l e m e n t s w h i c h a c t i va t e t h e n e e d o f p a r t i c u l a r p r o du c t i n t h e c o n s u m e r s m i n d. T h e s e t o o l s i n c l u d e g l o w s i g n s s t a n d e e s , f l a n g e s , M e n u b o ar d s f o r c o m b o o ff e r s e t c . g i v e n t o ou t l e t s b y t h e c o m p a n y f o r e ff e c t i ve sales promotion and t r i g ge r i n g impulse sales. Ma r ke t d e v e l o p e r / P r e S a l e s r e p r es e n t a t i ve s mu s t e ns u r e t ha t a l l t he s e a c t i v a t i o n e l e m e n t s mu s t a vai l a b l e a t al l t he ou t l et s . De t a i l s o f a c t i v a t i o n e l e m e n t s - : Gr o c e r y S t o r e s : 1 . W a r m Di s p l a y Ra c k 2 . S h e l f Di s p l a y

Optional Elements- :
1. Standee 2. Flange 3 . S i x Mo b i l e Ha n g e r 4 . Vi s i Co o l e r Br a n d S t r i p

Activation Elements for E&D- :

1. Combo Standee 2. Flange or Standee 3 . B r a n d e d Ta b l e Ma t 4 . Me n u Bo a r d o r Me n u C ar d

Optional Elements -:
1 . W a r m Di s p l a y Ra c k 2 . T a b l e To p Ra c k 3 . T e n t Ca r d

Activation Elements For Convenie nce- ; 1. W a r m Di s p l a y Ra c k o r 1 Ti er Ra c k

2. Flange or Standee 3 . A e r i a l Mo b i l e Ha n g e r

Optional Elements:1 . T a b l e To p Di s p l a y 2 . Vi s i c o o l e r B r a n d S t r i p

Price List/Price Commu nicatio n Activation is not complete until price list is not stuck on visicooler.Price communication is essential for complete activation of a particular outlet. Price list should be complete and clear for easy understanding of prospective consumer. Availability Brand Packs and Order

A l l t h e b r a n d s s h o u l d b e pr es e n t i n t he e ve r y di s t r i b u t i o n ch an n e l b u t ma i n c o n c e r n i s t h a t 30 0 ml & 200 m l s h ou l d b e pr e s e n t i n t he e v e r y c h a n n e l a n d 6 0 0 ml an d 1. 5 l i t e r s pe r bo t t l es s ho u l d b e p r e s e n t i n t h e E a t i n g a nd . dr i n ki n g, co n ve n i e n c e an d Gr o c e r y s h o p . A l l t h e B r a n d s s h o u l d b e ava i l a b l e t o co ns u m e r on a l l t he o u t l e t s a s p e r RE D s e g m e n t a t i o n i n va r i o u s pa c ka gi n g ava i l a b l e .

Red Score Tracking

T h e p e r f o r m a n c e o f m a r k e t d eve l o p e r i s me as u r e d o n t h e ba s i s o f score tracking. T r a c k i n g wi l l b e d o n e o f t he f ol l o wi n g Pa r a m e t e r s : 1 . Vi s i c o o l e r 2 0 p o i n t s 2. Availability 65oints

3. A c t i v a t i o n E l e m e n t s 1 5 p oi nt s .

Cocacola`s Visicooler

ADVANCE SALES AND SERVICES PRIVATE LTD

A d v a n c e S a l e s A n d S e r v i c e s P r i v a t e L i m i t e d ( AS S P L ) i s a S a l e s & Ma r ke t i n g H e a d o ff i c e Of B r i n d a v a n B e v e r a g e s P v t . L i m i t e d ( B B P L ) i n Lu c k n o w. B r i n d a v a n B e ve r a ge s P vt . L t d. ( B B P L ) i s one of the major Bottlers of the Coca Cola Company in India, o p e r a t i n g i n Ut t a r P r a d e s h . I t h a s i t s M a n u f a c t u r i n g u ni t i n L u c k n o w, R a i b a r e i l l y, B a r a b a n k i , L a l i t pu r, J h a n s i , S i t a pu r a n d Hardoi.ASSPL is a l s o a De p o t f r o m w h i c h f o l l o wi n g m a r ke t s o f Lucknow are catered to-:
1) 2) 3) 4) 5) 6) 7) 8) 9)

Kalyanpur Vi k a s n a g a r 1 & 2 Nishatganj 1&2 N e w Hy d e r a b a d 1 & 2 Indranagar 2 & 3 Jankipuram 1a 1b 1c Jankipuram 2a 2b Da n d a i y y a r o u t e IT/Kapurthala 10) Aliganj 11 ) Tr a n s g o m t i 1 & 2

O t h e r t wo d e p o t s a r e l o c a t e d a t C h a r b a g h a n d L u c kn o w wh i c h c a t e r s t o t h e m a r k e t s o f r e s t o f L u c kn o w a n d a d j o i n i n g a r e a s .

Va r i o u s m a r k e t i n g d i v i s i o ns o f A S S P L a r e a s f o l l o ws - :

G e n e r a l Tr a d e - A s t h e n a m e S u gg e s t t h i s d i vi s i o n l o o ks a f t e r t h e g e n e r a l s h o p s a n d s t o r e s o f t h e c i t y a l o n g wi t h s o m e e a t i n g a n d dining outlet. M o d e r n Tr a d e - T h i s d i v i s i o n l o o ks a f t e r t h e b i g s h o p s a n d Ma l l s o f t h e c i t y a n d i s a l s o k n o w n as ke y a c c o u n t s De p a r t m e n t m a i n l y b e c a u s e i t f o r m s t h e b i g ge s t c u s t o m e r B a s e f o r t h e C o m p a n y. I n t h i s d i v i s i o n c u s t o m e r b u y go o d s f r o m t h e c o m p a n y o n t h i r t y d a y c r e d i t a n d c a n d o p a y m e n t t hr o u gh c h e qu e s a s w e l l . F o r E x a m p l e G o o d B a k e r y, B i g B a z a a r e t c. R u r a l Tr a d e - As t h e n a m e s u gg e s t s t h i s Di vi s i o n i s m a i n l y r e s p o n s i b l e f o r m a r k e t i n g c o c a c o l a pr o d u c t s t o r u r a l a r e a s a n d outside the main city area. N e w P ro d u c t D e v e l o p m e n t A ga i n a s t h e n a m e S u gg e s t t h i s d i v i s i o n i s m a i n l y r e s p o ns i b l e f o r P r o m o t i n g n e w pr o d u c t s i n t o t h e M a r k e t . F o r E x a m p l e C o c a c o l a h a s r e c e n t l y l au n c h e d m i nu t e M a i d 1 0 0 % j u i c e r a n g e i n t h e Ma r ke t w h i c h c o m e s i n t h r e e F l a v o r s a p p l e , o r a n g e a n d gr a p e s . T h i s p r o du c t i s qu i t e n e w w h e n c o m p a r e d t o e s t a b l i s h e d pl a y e r s l i ke P e p s i C o s Tr o p i c a n a A n d Da b u r ` s Re a l S o N e w p r o du c t De v e l o p m e n t h as a C h a l l e n gi n g j ob t o p r o m o t e a n d p e n e t r a t e P a c ka g e d j u i c e m a r ke t i n Lu c kn o w.

MARKETING PROCESS AT ASSPL

Presale Conce pt
I n t h i s c o n c e p t c o m p a n y t a kes or de r on e da y be f or e a nd t he n d e l i v e r s t h e p r o d u c t t o ea ch r ou t e. S o t hi s gi ve s m or e t i m e t o m a r k e t d e v e l o p e r t o a s s u r e RE D co m pl i a n c e . T h i s c o n c e p t h a s f o l l o wi n g a d va n t a ge s T h i s g i v e s mo r e t i m e t o t he m ar ke t de ve l o p e r fo r t h e a c t i v a t i o n & b r a n d i n g p u r p os e . B y t h i s c o m p a n y c a n e as i l y i m pl e m e n t t he RE D co nc e p t i n

b e t t e r wa y P r e s a l e c o n c e p t ma ke s a s s u r e o f mo r e a va i l a b i l i t y o f t h e

products in the market. T h i s c o n c e p t i s e a s y i n pr oc es s i n g B y t hi s co nc e p t ma r ke t

d e v e l o p e r c a n a r r a n g e t h e pr od u c t i n be t t er wa y. T h e C o m p a n y c a n d i s p l a y i t s pr o du ct s i n pr o pe r wa y s o t ha t

c u s t o m e r s c a n a t t r a c t t o wa r ds i t .

Permanent Journey Plan (PJP)/Route Card

T h e P . J . P. p l a n i s a d a y wi s e s c he du l e o f a m ar ke t De ve l o p e r wh i c h c o n t a i n s t h e n a m es of t h e ou t l et s t o be vi s i t e d b y hi m c o m i n g u n d e r R. E. D. wh e r e i t h as t o be i m pl e m e n t e d af t er ge t t i n g p e r m a n e n t j o u r n e y p l a n t h e ne xt s t ep was t o vi s i t t h e ou t l et s f or g a i n i n g i n i t i a l i n fo r m a t i o n of e ver y i nd i vi du a l ou t l et as we l l as m a r k e t o n a wh o l e . T h e vi s i t t o a l l t h e ou t l e t s o f t h at ar ea h el pe d i n r e v e a l i n g i t s m a r k e t c on di t i o n. Vi s i t i n g t he ou t l et s cl ea r l y s h o we d t h e p i c t u r e o f t h e m ar ke t s i t u a t i o n pr e va l e n t i n m ar ke t .

T h i s Ro u t e c a r d h a s t o b e f i l l e d be fo r e vi s i t i n g t he m ar ke t b y e a c h ma r k e t d e v e l o p e r a n d P r e s al e r ep r e s e n t a t i ve .

Daily Sales Report In this report details of various outlet visited is entered by the pre sale representative/ market developer. It also helps in tracking market conditions of a particular area and performance of particular market developer or pre sale reprentative. Order Sheet In this Order of various Brands and SKU`s required by the particular outlet as per the demand is entered from where it goes into office records. A copy of this order sheet is given to depot manager who then dispatches these demanded products in a delivery truck or trolley the very next day.

RESEARCH METHODOLOGY

T h e me t h o d o l o g y u s e d t o a na l y z e t h e pr o j e ct i s ma i n l y ba s e d o n survey me t h o d and this s u r ve y was c on du ct e d t hr ou gh Qu e s t i o n n a i r e s a n d i t a l s o i n cl u d e d i r ec t c on t a c t wi t h gr oc e r y r e t a i l e r , c o n v e n i e n c e s t o r e, e at i n g a nd dr i n ki n g an d c on s u m er . F o r s u r v e y s a mp l e s i z e was t ake n f r o m d i f f e r e n t l oc at i o n o f Lu c k n o w a n d i t wa s c o v e r e d wi t h t h e he l p of m ar ke t d eve l o p e r a n d k e y a c c o u n t ma n g e r of t he A dva n c e S a l e s & S er vi c e Pr i va t e Limited. T h e s a mp l e c o l l e c t e d f r o m t wo hu n dr ed f i f t y ou t l et o f ea ch Gr o c e r y , Co n v e n i e n c e a n d Ea t i n g & Dr i n ki n g.

Research design:
A r e s e a r c h d e s i g n i s p u r e l y a nd s i mp l y t he wor k or pl a n fo r a s t u d y t h a t gu i d e s t h e c o l l e c t i o n a nd a na l ys i s o f t h e d at a. I h ave c h o s e n d e s c r i p t i v e r e s e a r c h d es i gn f or s t u dy

Sampling:
S a m p l i n g s t u d i e s a r e b e co m i n g mo r e a nd m or e po pu l a r i n a l l t y p e s of m a s s s t u d y . Th e r es u l t o f s a mp l i n g h as at t a i n e d a s u ff i c i e n t l y h i g h s t a n d a r d a cc u r ac y

Sample Design : No n r a nd o m s am p l i n g

Size of sample: 250

Sources Of Data Collectio n

The data are collected from primary and secondary sources. P r i m a r y S o u rc e s

G a t h e r i n f o r m a t i o n t h r ou gh Qu es t i o n n a i r e. Di r e c t i n t e r v i e w wi t h Gr o c e r y ou t l e t , C o n ve n i e n c e s t or e , a n d d r i n k i n g a n d c o ns u m e r. w w w. C o c a - C o l a. c o m , w w w. wi k i p e d i a . c o m , w w w. c o c a - c o l a i n d i a. c o m A c t i v a t i o n b o o k l e t o f t h e c o c a - c o l a. R E D t r a c k e r o f t h e m a r ke t d e ve l o p e r. M a g a z i n e s - B u s i n e s s Wo r l d , M a n a ge m e n t a n d Te c h n o l o gy

Eating

S e c o n d a r y S o u rc e s
o o o

Li mitations
A l t h o u g h a l l e ff o r t s h a v e b e e n t a ke n t o m a ke t h e r es u l t s o f s u r v e y a s a c c u r a t e a s p os s i b l e b u t t h e s u r ve y s u ff e r s f r o m t h e f o l l o wi n g l i m i t a t i o n s :

T h e t i m e p e r i o d o f s t u d y w a s o n l y f o r t wo m o n t h s o i t w a s

n o t p o s s i b l e t o c o v e r a l l t h e ar e a s a n d g o i n t o t h e d e p t h o f t h e problem and make analysis.

The

area

of

survey

wa s

Lu c kn o w

di s t r i c t

and

it

was

concentrated

o n u r b a n a r e a o n l y.

T h e p s y c h o l o g i c a l c o n d i t i o n v a r i es f r o m p l a c e t o p l a c e S o m e r e s p o n d e n t s l e f t s o m e o f t h e qu es t i o n s u n a ns we r e d

b e c a u s e i n m a n y p l a c e s o u t l e t o wn e r wa s n ot s u p p or t i ve.

e i t h e r d u e t o i n a b i l i t y t o pu t a s t r a i n o n m i n d or t h e y d i d n o t k n o w t h e a n s we r.

Trai ning Acti vities

1) To c o l l e c t o r d e r e a c h a n d e v e r y ou t l e t .

2)

To c h e c k v i s i c o o l e r w i t h 1 0 0 % p u r i t y. To s e e a s o f t d r i n k i n B r a n d Or d e r. To s e e e v e r y o u t l e t i s t h i s s o f t d r i n k pr e s e n t i n d i s p l a y r a c k To s e e e v e r y o u t l e t v i s i c o o l e r wi l l p r e s e n t i n pr i m e l o c a t i o n. To v i s i t e v e r y o u t l e t i n r e gu l ar b a s i s . To g o e v e r y o u t l e t a n d l i s t e n a n y pr o b l e m s i n vi s i c o o l e r a n d

3) 4)
5)

6)
7)

s o f t d r i n k t o b e n o t e d i n c o m p l a i n d i ar y. 8)
9)

To s e e e a c h a n d e v e r y o u t l e t w o r k e d i n b e t t e r c o n d i t i o n. To s e e a s a Ma r k e t d e ve l o p e r ( M. D) e ve r y ou t l e t f u l f i l l s t h e

c r i t e r i a wi t h r e s p e c t t o v i s i c o o l e r. 1 0 ) To s e e a s a M a r k e t d e ve l o p e r ( M. D. ) i f a n y ou t l e t wi l l n o t selling our product. 11 ) S u g g e s t i v e S e l l i n g .

DATA ANALYSIS AND FINDING

Q u e s t i o n n a i re Ou t l e t Ty p e : E & D . . Gr o c e r y . . C o n ve n i e n c e Ou t l e t O w n e r : . L o c a t i o n : . M DN a m e . . . . . . . . . . . . . . . . . . . . . . . . . C o n t a c t n o. : A C T I VAT I O N 1 . N u m b e r o f o u t l e t s n e e d s a c t i v at i o n e l e m e n t s ? A c t i v a t e d = 1 9 0 N o t a c t i v a t e d = 60

ACTIVATED NOT ACTIVATED

B RA N D O R D E R 2 . N u m b e r o f o u t l e t f o l l o w i n g b r a n d o r d e r? B r a n d o r d e r- 1 6 8 N o B r a n d or d e r- 8 2

PRESENT ABSENT

PURITY 3 . N u m b e r o f o u t l e t s h a v i n g p u ri t y? P u re - 1 7 2 U n p u re - 7 8

PURE UNPURE

PRIME POSITION 4 . N u m b e r o f o u t l e t l o c a t e d at p r i m e p os i t i o n ? P r i m e p o s i t i o n -1 6 7 N o p r i m e p os i t i on - 8 3

PRESENT ABSENT

TRADE CHANNEL

5 . D i s t ri b u t i o n o f t r a d e c h an n e l C o n v e n i e n c e - 2 0 6 Gr o c e r y - 1 6 E & D- 2 8

CONVINIENCE GROCERY E&D

VISI COOLER 6 . D i s t r i b u t i o n o f Vi s i c o o l e r i n t h e m a r k e t 2 c - 4 , 4 c - 2 8 , 7 c - 1 0 0 , 9 c - 9 8, 11 c- 1 0 , 2 0 c - 6, 3 0 c - 4

2c 4c 7c 9c 11c 20c 30c

VP O C L A S S

7 . Vo l u m e wi s e d i s t r i b u t i o n Di a m o n d - 5 7 , Go l d - 5 6 , S i l v e r- 1 3 5 , B r o n z e - 2

DIAMOND GOLD SILVER BRONZE

G O D R E Q UR I E D 8. Number of outlet need glass order demand G o d r e q u i r e d - 2 3 1 N o r e q u i r e d- 1 9

REQUIRED NOT REQUIRED

F i n di n g s

7 6 % o u t l e t f r o m t h e s a m p l e o f 25 0 o u t l e t s w h i c h h a v e

s u ff i c i e n t a c t i v a t i o n e l e m e n t s b u t r e m a i n i n g 24 % o u t l e t s ar e n o t fully activated.

I n o u r s t u d y i t i s r e ve a l e d t h a t 67 . 2 % f r o m t h e s el e c t e d

o u t l e t f o l l o w t h e B r a n d Or d e r C O L OJ - K, b u t r e m a i n i n g 3 2. 8 % a r e n o t f o l l o wi n g t h e b r a n d o r d e r

6 8 . 8 % o f v i s i t e d o u t l e t , vi s i c o o l e r a r e pu r e i . e . i n v i s i c o o l er

o n l y t h e p r o d u c t o f C o c a c o l a a r e p l a c e d a n d 3 1 . 2% o f o u t l e t s d o n t k e e p v i s i c o o l e r p u r e .

6 6 . 8 % o f v i s i c o o l e r ar e a t pr i m e p os i t i o n w h e r e c o n s u m e r

c a n s e e o u r p r o d u c t a n d c h o o s e a s p er t h er e n e e d wh e r e a s 3 3. 2 % v i s i c o o l e r s a r e n o t i n p r i m e l o c a t i o n.

8 2 . 4 o u t l e t s a r e c o n ve n i e n c e s t or e , 11. 2 % ar e u nd e r t h e E & D

a n d 6 . 4 % a r e g r o c e r y s h o p.

1 . 6 % o u t l e t s h a v e 2 c as e r c o ol e r, 11 . 2% h a ve 4 c a s e r, 4 0 % a r e

7 c a s e r, 3 9 . 2 % a r e 9 c a s e r, 4 % a r e 11 c as e r, 2. 4 % a r e 20 c a s er a n d 1 . 6 % a r e 3 0 c a s e r.

5 4 % m a r k e t c o v e r s u nd e r t h e s i l ve r c a t e g o r i es wh e r e a s

r e m a i n i n g 2 2 . 8 % , 2 2 . 4 % , 0 . 8 % ar e u nd e r d i a m o n d , go l d , a n d b r o n z e r e s p e c t i v e l y.

9 2 . 4 % o u t l e t s d o n t h a ve a s u ff i c i e n t nu m b e r g l a s s o r d e r

demand i.e. they can create stock pile according to the visi

c o o l e r s p r o v i d e d t o t h e m a n d 9. 6 % ar e t h o s e o u t l e t s w h i c h h a ve s u ff i c i e n t n u m b e r o f G O D.

Suggestions

We m u s t v i s i t a l l R E D ou t l e t s w h e r e t h e a c t i va t i o n e l e m e n t s We m u s t v i s i t a l l t h os e o u t l e t s a n d ar r a n ge t h e p r o du c t

a r e m i s s i n g a n d i t m u s t b e a c t i va t e d i m m e d i a t e l y.

a c c o r d i n g t o C OL OJ - K wh e r e a r e pr o d u c t s a r e n o t p l a c e d i n t h e v i s i c o o l e r a c c o r d i n g t o C OL OJ - K.

A l l t h e M D n e e d s t o vi s i t a l l t h e r e d ou t l e t s r e gu l a r l y t o

keep the visicooler pure.

P r i m e p o s i t i o n o f v i s i c o o l e r e n h a n c e s t h e vi s i b i l i t y o f t h e

p r o d u c t wh i c h h e l p c o n s u m e r t o c h o o s e t h e pr o d u c t a n d s o m e t i m e s i t i n f l u e n c e s t h e cu s t o m e r s t o s wi t c h o ve r f r o m s i m i l a r product We s h o u l d t r y t o e s t a b l i s h c ou n t er s a t s t r a t e g i c pl a c e s s o

t h a t p r o d u c t i s a v a i l a b l e a t r i gh t p l a c e s a n d a t r i gh t t i m e.

We n e e d t o p u t e ff o r t t o i n cr e a s e t h e r e q u i r e d nu m b e r o f

G O D a s p e r t h e v i s i c o o l e r s i z e s o t h a t t h e s t o c k i s a va i l a b l e i n advance.

A c t i v a t i o n e x e r c i s e s h o u l d b e d o n e o n wa r f o o t i n g.

Vi s i c o o l e r s h o u l d b e gi ve n o nl y t o m o s t d e s i r a b l e r e t a i l er s

w h o h a v e l o c a t i o n a d v a n t a g e a n d n o t t o e ve r y b o d y

Conclusions

P r i m e p o s i t i o n o f Vi s i - c o o l e r o u t s i d e t h e ou t l e t p l a y s a n

i m p o r t a n t r o l e i n t h e s e l e c t i o n o f t h e s o f t d r i n k b y cu s t o m e r.

F e w a c t i v a t i o n e l e m e n t s l i k e Ta b l e To p , Gl o w S h i n e B o a r d ,

H a n g e r ; Ro a d S t a n d p l a y s a m a j or r o l e i n i n c r e a s i n g s a l e o f t h e soft drink. S u p p l y o f p r o d u c t a s we l l as s t o c k ke e p i n g u n i t i s n o t u p t o

the mark Av a i l a b i l i t y s t a n d a r d i n o u t l e t i s n o t a c c o r d i n g t o t er m s a n d

c o n d i t i o n s o f t h e c o m p a n y.

T h e r e a r e n u m b e r o f u n s a t i s f i e d r e d o u t l e t wi t h c o m p l a i n s

regarding product shortage.

Recommendations

R e g u l a r v i s i t t o d i s t r i b u t o r s b y m i d d l e l e ve l m a n a g e r s t o

u n d e r s t a n d g r o u n d r e a l i t i es o f t h e m a r ke t

S a l e s p r o m o t i o n a n d a d ve r t i s i n g t o b e m a d e m o r e f r e q u e n t

for brand building.

C o m m u n i c a t i o n s s h o u l d b e i m p r o ve d b e t w e e n s h o p ke e p e r

and presale representative. Improve coordination b e t we e n salesman and m a r ke t

d e v e l o p e r / p r e s a l e r e p r e s e n t a t i ve . On Minute Maid juices labeling should be more elaborate

a b o u t n u t r i t i o n a l v a l u e a s i n Tr o p i c a n a j u i c e s N e w m a r k e t i n g t i e - u p s s h ou l d b e u n d e r t a ke n wi t h u p c o m i n g

eating and dining outlets. Ou t l e t s wh i c h are p er f o r m i n g consistently s h ou l d be

r e wa r d e d w i t h s p e c i a l i n c e n t i ve s a n d s c h e m e s . C o m p a n y s h o u l d a d o p t r e l a t i o ns h i p m a r ke t i n g s t r a t e gy a n d

t r y t o e s t a b l i s h l o n g t e r m r e l a t i o n s h i p wi t h s h o p k e e p e r s , r et a i l e r s a n d o u t l e t o wn e r s a s t h e y a r e t h e o n c e wh o p u s h t h e s al e o f c o m p a n y s p r o d u c t s .

ANNEXURE Questio nnaire

Ou t l e t Ty p e : E & D Gr o c e r y . C o n ve n i e n c e Ou t l e t N a m e : . . . . . . . . . L o c a t i o n : . . MD Name 1 . Vi s i c o o l e r s i z e a. 4vc b. 7vc d . 11 v c e. 20vc c. 9vc f. 30vc 2. VPO class a. Bronze b. Gold c. Silver d . Di a m o n d 3 . P r i m e l o c a t i o n o f Vi s i c o o l er a . Ye s b. No

4. Brand order a . Ye s b. No Purity a . Ye s b. No 5. Activation element available a . Ye s b. No 6 . N u m b e r o f Gl a s s o r d e r d e m a n d ( GO D) 7 . Da i l y S a l e s 8 . Do y o u a g r e e t h a t R E D h e l ps i n De ve l o p i n g a b e t t er m a r k e t b y developing an outlet? a . Ye s b. No 9 . Yo u r C o m m e n t o n R E D

BIBILOGRAPHY

R e f e re n c e : M a r k e t i n g Re s e a r c h : N ar e s h M a l h o t r a M a r k e t i n g Ma n a g e m e n t : P h i l i p Ko t l e r R e s e a r c h M e t h o d o l o gy : C. R. Ko t h a r i w w w. c o c a - c o l a i n d i a . c o m w w w. c o c a c o l a . c o m