Project report On New product Development in Coca-cola &

HINDUSTAN COCA-COLA BEVERAGES PRIVATE LTD, NAJIBABAD BIJNOR U.P

Submitted to: Mr. Deep Kamal Khurana Area Sales Manager Submitted By:
Ankit Srivastav M.B.A (Second Semester) L.D.C Institute of Technical Studies Allaha ad !."

Contents
PREFACE AC NO!"ED#E$EN% DEC"ARA%&ON &N%ROD'C%&ON
A B#I$% I&SI'(T) T($ %MC' I&D!ST#* I& I&DIA A B#I$% I&SI'(T) T($ B$+$#A'$ I&D!ST#* I& I&DIA MISSI,&

%(E COCA-CO"A CO$PAN)

I&T#,D!CTI,& (IST,#* "#,D!CTI,& L,CAL C,M"$TIT,#S AD+$#TISI&' ,#'A&I-ATI,& ST#!CT!#$ ,% C,CA)C,LA I& I&DIA C,CA C,LA C(A&&$L MA#K$TI&' . "#,%ITS C#ITICISM ,% C,CA C,LA C,M"A&*

(&ND'S%AN COCA-CO"A *E+ERA#ES PR&+A%E "&$&%ED, NA-&*A*AD

"LA&T "#,%IL$ "#,D!CT ,% C,M"A&*

OR#AN&.A%&ON S%R'C%'RE OF %(E SA"ES DEPAR%$EN% &N (CC*P".

/!ALIT* ASS!#A&C$. T#A&S",#TATI,&

NE! PROD'C% DE+E"OP$EN% & R&#(% E/EC'%&ON DA&")

BASIS OF NEW PRODUCT DEVELOPMENT NEW PRODUCT DEVELOPMENT PROCESS NEW PRODUCT OPPORTUNITY PRODUCT DEVELOPMENT SYSTEM NEW PRODUCT DEVELOPMENT STAGES NEW PRODUCT IN COCA-COLA BASIS OF RED MARKET SEGMENTATION MODEL VESICULAR PRESENCE & CONDITION

 RED SCORE TRACKING OBJECTIVES OF RED

F&ND&N# ANA")S&S
S0,T A&AL*SIS.

F&E"D E/PER&ENCE
RESEARC( $E%(ODO"O#)
Initi ! "t #$ L t$% "t #$

$) RO"E &N PRO-EC% RED F&ND&N#S OF PRO-EC% RECO$$ENDA%&ONS "&$&%A%&ONS OF PRO-EC% CONC"'S&ON *&*"O#RAP()

PREFACE
Acceptance of New challenge make the path Fo! Futu!e ucce "
Master of Business Administration is a course1 2hich com ines oth theor3 and its applications as its contents of stud3 in the field of management. As part and parcel of this course1 e4er3 aspirant has to undergo an 5in 6 compan3 training7 in an organi8ation. The purpose of this training is to e9pose the student of management sciences 2ith real life situations e9isting in the organi8ation and to pro4ide an insight into the 4arious functions 2ho can 4isuali8e things 2hat the3 ha4e een taught in classrooms. Actuall31 it is the life force of management. It is in practical training that the effecti4eness of management itself is reali8ed. I 2as fortunate enough to do m3 training in Coca)Cola Compan3. As a complementar3 to training1 e4er3 trainee has to prepare and su mit a report on the 2or:ing of the organi8ation. This report is in continuation of that tradition. It is an attempt to present an account of practical :no2ledge and o ser4ations gathered during the training.

A&'n()!$*#$+$nt
This pro;ect ears the imprint of man3 people 2ho 2ere either directl3 or indirectl3 in4ol4ed in the successful completion of this pro;ect 2or:. I am grateful to Dr0 0+enkaia1 *a2u1 (ead of Department of LDC

&N%&S%'%E OF %EC(N&CA" S%'D&ES, A""A(A*AD 1 for gi4ing me the opportunit3 to 2or: on a pro;ect. I am than:ful to Deep Kamal Khurana for assigning me this pro;ect and also help me to handle the pro;ect. I 2ould also than:ful to m3 Area Sales $9ecuti4e Mr. #ohit Tondon for help me this pro;ect. Last ut not least1 I e9tend a special than:s to m3 parents and m3 rother Mr. Ashish Sri4asta4 for their committed support1 de4otion and co)operation.

3Ankit Srivastav4

DEC"ARA%&ON
I1 Ankit Srivastav Class MBA of "DC &NS%&%'%E OF %EC(CN&CA" S%'D&ES, A""A(A*AD 3a55iliated to 'ttar Prades1 %ec1nical 'niversit6, Alla1a2ad4 here 3 declare that the pro;ect entitled <To Stud3 Mar:eting in Coca) Cola Compan3= is an original 2or: and the same has not een su mitted to an3 other institution for the a2ard of an3 other Degree 0 The feasi le suggestions ha4e een dul3 incorporated in consultation 2ith the super4isor.

3Ankit Srivastav4

INTRODUCTION

Introduction
A *R&EF &NS&#(%- %(E F$C# &ND'S%R) &N &ND&A7 %ast Mo4ing Consumer 'oods (%MC')1 also :no2n as Consumer "ac:aged 'oods (C"') is products that ha4e a >uic: turno4er and relati4el3 lo2 cost. Consumers generall3 put less thought into the purchase of %MC' than the3 do for other products. The Indian %MC' industr3 2itnessed significant changes through the ?@@As. Man3 pla3ers had een facing se4ere pro lems on account of increased competition from small and regional pla3ers and from slo2 gro2th across its 4arious product categories. As a result1 most of the companies 2ere forced to re4amp their product1 mar:eting1 distri ution and customer ser4ice strategies to strengthen their position in the mar:et. B3 the turn of the BAth centur31 the face of the Indian %MC' industr3 had changed significantl3. 0ith the li erali8ation and gro2th of the Indian econom31 the Indian customer 2itnessed an increasing e9posure to ne2 domestic and foreign products through different media1 such as tele4ision and the Internet. Though the a solute profit made on %MC' products is relati4el3 small1 the3 generall3 sell in large num ers and so the cumulati4e profit on such products can e large. !nli:e some industries1 such as automo iles1 computers1 and airlines1 %MC' does not suffer from mass la3offs e4er3 time the econom3

starts to dip. A person ma3 put off u3ing a car ut he 2ill not put off ha4ing his dinner. !nli:e other econom3 sectors1 %MC' share float in a stead3 manner irrespecti4e of glo al mar:et dip1 ecause the3 generall3 satisf3 rather

fundamental1 as opposed to lu9urious needs. The %MC' sector1 2hich is gro2ing at the rate of @C is the fourth largest sector in the Indian $conom3 and is 2orth #s.@DAAA Crores. The main contri utor1 ma:ing up DBC of the sector1 is the South Indian region. It is predicted that in the 3ear BA?A1 the %MC' sector 2ill e 2orth #s.?EDAAA Crores. The sector eing one of the iggest sectors of the Indian $conom3 pro4ides up to E million ;o s.

*E+ERA#E &ND'S%R) &N &ND&A7 A *R&EF &NS&#(%

In India1 e4erages form an important part of the li4es of people. It is an industr31 in 2hich the pla3ers constantl3 inno4ate1 in order to come up 2ith products to gain more consumers and satisf3 the e9isting consumers.
BEVERAGES

etter

A!&(,(!i&

N(n-A!&(,(!i&

C %-(n t$*

N(n-C %-(n t$*

C(!

N(n-C(!

N(n-C(!

*E+ERA#E &ND'S%R) &N &ND&A The e4erage industr3 is 4ast and there 4arious 2a3s of segmenting it1 so as to cater the right product to the right person. The different 2a3s of segmenting it are as follo2sF Alcoholic1 non)alcoholic and sports e4erages &atural and S3nthetic e4erages In)home consumption and out of home on premises consumption. Age 2ise segmentation i.e. e4erages for :ids1 for adults and for senior citi8ens. Segmentation ased on the amount of consumption i.e. high le4els of

consumption and lo2 le4els of consumption. The credi ilit3 and trust needs to e uilt so that there is a 4er3 strong and safe feeling that the consumers ha4e 2hile consuming the e4erages. Communication should e rele4ant and trend3 so that consumers are a le to find an appeal to go out1 purchase and consume. The e4erage mar:et has still to achie4e greater penetration and also a 2ider spread of distri ution. It is important to loo: at the entire e4erage mar:et1 as a ig opportunit31 for rand and sales gro2th in turn to add up to the o4erall gro2th of the food and e4erage industr3 in the econom3.

%(E CREA%OR OF COCA CO"A

-o1n Pem2erton invented Coke in 899: $&SS&ON

To #efresh the 0orld... In od31 mind1 and spirit To Inspire Moments of ,ptimism... Through our rands and our actions To Create +alue and Ma:e a Difference... $4er32here 2e engage.

C(AP%ER ;7 %(E COCA CO"A CO$PAN)

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#((*" n* "$%0i&$" %$C/i%$* t( & t$% t( t,$ In*i n + %'$t %$ + *$ !(& !!1, )it, ,$!. (6 t$&,n(!(#1 n* "'i!!" )it,in t,$ C(+. n1. T,$ &(+.!$Dit1 (6 t,$ In*i n + %'$t i" %$6!$&t$* in t,$ *i"t%i-/ti(n 6!$$t, ),i&, in&!/*$" *i66$%$nt +(*$" (6 *i"t%i-/ti(n, 6%(+ 38-t(nn$ t%/&'" t( (.$n-- 1 t,%$$ ),$$!$%" t, t & n n 0i# t$ t,%(/#, n %%() !!$1) 1" (6 In*i n &iti$" n* t% *$+ %'$* t%i&1&!$" n* ./",& %t".

CO*O FO*O CON%RAC% PAC A#&N#

"OCA%&ONS OF CO*O, FO*O & CON%RAC% PAC A#&N# &N &ND&A

COCA CO"A
Coca#Cola i" & %-(n t$* "(6t *%in' "(!* in "t(%$", %$"t /% nt" n* 0$n*in# + &,in$" in +(%$ t, n :88 &(/nt%i$". It i" .%(*/&$* -1 T,$ C(& -C(! C(+. n1 n* i" (6t$n %$6$%%$* t( "i+.!1 " Coke. O%i#in !!1 int$n*$* " . t$nt +$*i&in$ ),$n it ) "

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In %$".(n"$ t( &(n"/+$% in"i"t$n&$ (n

+(%$ n t/% ! .%(*/&t, t,$ &(+. n1 i" in

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(istor6
,ld 'erman Coca)Cola ottle opener.

The first Coca)Cola recipe 2as in4ented in Colum us1 'eorgia at a drugstore 3 Gohn Stith "em erton1 originall3 as a coca2ine called "em ertonHs %rench 0ine Coca in ?IIJ. (e ma3 ha4e een inspired 3 the formida le success of

$uropean Angelo MarianiHs coca2ine1 +in Mariani. In ?IIK1 2hen Atlanta and %ulton Count3 passed prohi ition legislation1 "em erton responded 3 de4eloping Coca)Cola1 essentiall3 a car onated1 non) alcoholic 4ersion of %rench 0ine Cola. The first sales 2ere at Gaco Hs "harmac3 in Atlanta1 'eorgia1 on Ma3 I1 ?IIK It 2as initiall3 sold as a patent medicine for fi4e cents a glass at soda fountains1 2hich 2ere popular in the !nited States at the time due to the elief that car onated 2ater 2as good for the health "em erton claimed Coca)Cola cured man3 diseases1 including morphine addiction1 d3spepsia1 neurasthenia1

headache1 and impotence. "em erton ran the first ad4ertisement for the e4erage on Ma3 B@ of the same 3ear in the Atlanta Journal. %or the first eight months onl3 nine drin:s 2ere sold each da3. Lcitation neededM B3 ?III1 three 4ersions of Coca)Cola N sold 3 three separate

usinesses N 2ere on the mar:et. Asa 'riggs Candler ac>uired a sta:e in "em ertonHs compan3 in ?IIO and incorporated it as the Coca Cola Compan3 in ?III The same 3ear1 2hile suffering from an ongoing addiction to morphine1 "em erton sold the rights a second time to four more usinessmenF G.C.

Ma3field1 A.,. Murphe31 C.,. Mullah3 and $.(. Blood2orth. Mean2hile1 "em ertonHs alcoholic son Charle3 "em erton egan selling his o2n 4ersion of the product. In an attempt to clarif3 the situation1 Gohn "em erton declared that the name Coca)Cola elonged to Charle31 ut the other t2o manufacturers could

continue to use the formula. So1 in the summer of ?III1 Candler sold his e4erage under the names *um *um and Ko:e. After oth failed to catch on1 Candler set out to esta lish a legal claim to Coca)Cola in late ?III1 in order to force his t2o competitors out of the usiness. Candler purchased e9clusi4e

rights to the formula from Gohn "em erton1 Margaret Do8ier and 0oolfol: 0al:er. (o2e4er1 in ?@?E1 Do8ier came for2ard to claim her signature on the ill of sale had een forged1 and su se>uent anal3sis has indicated Gohn

"em ertonHs signature 2as most li:el3 a forger3 as 2ell.

In ?I@B1 Candler incorporated a second compan31 The Coca)Cola Compan3 (the current corporation)1 and in ?@?A1 Candler had the earliest records of the compan3 urned1 further o scuring its legal origins. #egardless1 Candler egan mar:eting the product1 although the efficac3 of his concerted

ad4ertising campaign 2ould not e reali8ed until much later. B3 the time of its JAth anni4ersar31 the drin: had reached the status of a national icon for the !SA. In ?@DJ1 it 2as certified :osher 3 #a i To ias 'effen1 after the compan3

made minor changes in the sourcing of some ingredients. Coca)Cola 2as sold in ottles for the first time on March ?B1 ?I@E. Cans of Co:e first appeared in ?@JJ. The first ottling of Coca)Cola occurred in

+ic:s urg1 Mississippi1 at the Biedenharn Cand3 Compan3 in ?I@?. Its proprietor 2as Goseph A. Biedenharn. The original ottles 2ere Biedenharn ottles1 4er3 different from the much later ho le)s:irt design that is no2 so familiar. ottling the drin:1 ut the t2o

Asa Candler 2as tentati4e a out

entrepreneurs 2ho proposed the idea 2ere so persuasi4e that Candler signed a contract gi4ing them control of the procedure. (o2e4er1 the loosel3 termed contract pro4ed to e pro lematic for the compan3 for decades to come. Legal matters 2ere not helped 3 the decision of the ottlers to su contract to other companiesNin effect1 ecoming parent ottlers

Co:e concentrate1 or Co:e s3rup1 2as and is sold separatel3 at pharmacies in small >uantities1 as an o4er)the)counter remed3 for nausea or mildl3 upset stomach.

New Coke
,n April BD1 ?@IJ1 Coca)Cola1 amid much pu licit31 attempted to change the formula of the drin: 2ith P&e2 Co:e.P %ollo2)up taste tests re4ealed that most consumers preferred the taste of &e2 Co:e to oth Co:e and "epsi. Coca) Cola management 2as unprepared1 ho2e4er1 for the nostalgic sentiments the drin: aroused in the American pu lic. The ne2 Coca)Cola formula caused a pu lic ac:lash. "rotests caused the compan3 to return to the old formula under the name Coca)Cola Classic on Gul3 ?A1 ?@IJ.

;8st centur6
,n %e ruar3 O1 BAAJ1 the Coca)Cola Compan3 announced that in the second >uarter of BAAJ the3 planned a launch of a Diet Co:e product s2eetened 2ith the artificial s2eetener sucralose (PSplendaP)1 the same s2eetener currentl3 used in "epsi ,ne ,n March B?1 BAAJ1 it announced another diet product1 PCoca)Cola -eroP1 s2eetened partl3 2ith a lend of aspartame and acesulfame potassium #ecentl3 Coca)Cola has egun to sell a ne2 Phealth3 sodaP Diet

Co:e 2ith +itamins BK1 B?B1 Magnesium1 &iacin1 and -inc1 mar:eted as PDiet Co:e "lusP.

,n Gul3 AJ1 BAAJ1 it 2as re4ealed that Coca)Cola 2ould resume operations in Ira> for the first time since the Ara League o3cotted the compan3 in ?@KI. In April BAAO1 in Canada1 the name PCoca)Cola ClassicP 2as changed PCoca)ColaP. The 2ord PClassicP 2as truncated ac: to

ecause P&e2 Co:eP 2as no

longer in production1 eliminating the need to differentiate et2een the t2o. The formula remained unchanged.

Use of stimulants in formula

0hen launched Coca ColaHs t2o :e3 ingredients 2ere cocaine ( en8o3lmeth3l ecgonine) and caffeine. The cocaine 2as deri4ed from the coca lea4e and the caffeine from :ola nuts ) Coca)Cola (the HKH in Kola 2as replaced 2ith a C for mar:eting purposes).

Coca - Cocaine
"em erton called for fi4e ounces of coca leaf per gallon of s3rup1 a significant dose1 2hereas1 in ?I@?1 Candler claimed his formula (altered e9tensi4el3 from "em ertonHs original) contained onl3 a tenth of this amount. Coca Cola did once contain an estimated nine milligrams of cocaine per glass1 ut in ?@AD it 2as remo4ed Coca Cola still contains coca fla4oring . After ?@AE1 Coca Cola started using1 instead of fresh lea4es1 PspentP lea4es ) the lefto4ers of the cocaine)e9traction process 2ith cocaine trace le4els

left o4er at a molecular le4el. To this da31 Coca Cola uses as an ingredient a cocaine free coca leaf e9tract prepared at a Stepan Compan3 plant in Ma32ood1 &e2 Gerse3. In the !nited States1 Stepan Compan3 is the onl3 manufacturing plant authori8ed 3 the %ederal 'o4ernment to import and process the coca plant

Stepan la orator3 in Ma32ood1 &.G.1 is the nationHs onl3 legal commercial importer of coca lea4es1 2hich it o tains mainl3 from "eru and1 to a lesser e9tent1 Boli4ia. Besides producing the coca fla4oring agent for Coca Cola1 Stepal Compan3 e9tracts cocaine from the coca lea4es1 2hich it sells to Mallinc:rodt Inc1 a St. Louis pharmaceutical manufacturer that is the onl3 compan3 in the !nited States licensed to purif3 cocaine for medicinal use &.G. Stepan u3s

a out ?AA metric tons of dried "eru4ian coca lea4es each 3ear1 said Marco Castillo1 spo:esman for "eruHs state)o2ned &ational Coca Co.

ola Nuts - Ca55eine

Kola nuts act as a fla4oring in Coca Cola1 ut are also the e4erageHs

source of caffeine. In Britain1 for e9ample1 the ingredient la els states P%la4orings (Including Caffeine)P. Kola nuts contain a out B to D.J percent caffeine1 are of itter fla4our and are commonl3 used in cola soft drin:s. In ?@?? The !S go4ernment initiated !nited States 4. %ort3 Barrels and T2ent3 Kegs of Coca)Cola1 hoping to force Coca Cola to remo4e caffeine from its formula. The case 2as decided in fla4or of Coca Cola. Su se>uentl31 in ?@?B the !S "ure

%ood and Drug Act 2as amended1 adding caffeine to the list of Pha it)formingP and PdeleteriousP su stances 2hich must e listed on a productHs la el. Coca Cola contains EK mgQ?B fl o8 of caffeine1 2hile Diet Co:e Caffeine)%ree contains A mg. Caffeine ma3 e used 3 athletes as ergogenic aid ) to

increasing the capacit3 for mental or ph3sical la or. The ergogenic >ualities of caffeine are contested1 although there is strong e4idence that it ma3 significantl3 enhance endurance performance. %or this reason1 caffeine is listed as a restricted su stance 3 the International ,l3mpic Committee (I,C).

&e4ertheless Coca Cola 2as the leading sponsor of the ?@@K summer ,l3mpic 'ames The e9act formula of Coca)Cola is a famous trade secret. The original cop3 of the formula is held in SunTrust Ban:Hs main 4ault in Atlanta. Its predecessor1 the Trust Compan31 2as the under2riter for the Coca)Cola Compan3Hs initial pu lic offering in ?@?@. A popular m3th states that onl3 t2o e9ecuti4es ha4e access to the formula1 2ith each e9ecuti4e ha4ing onl3 half the formula M The truth is that 2hile Coca)Cola does ha4e a rule restricting access to onl3 t2o e9ecuti4es1 each :no2s the entire formula and others1 in addition to the prescri ed duo1 ha4e :no2n the formulation process.

Franc1ised production model

The actual production and distri ution of Coca)Cola follo2s a franchising model. The Coca)Cola Compan3 onl3 produces a s3rup concentrate1 2hich it sells to 4arious ottlers throughout the 2orld 2ho hold Coca)Cola franchises for one or more geographical areas. The ottlers produce the final drin: 3 mi9ing the s3rup 2ith filtered 2ater and sugar (or artificial s2eeteners) and then car onate it efore filling it into cans and ottles1 2hich the ottlers then sell and distri ute to retail stores1 4ending machines1 restaurants and food ser4ice distri utors The Coca)Cola Compan3 o2ns minorit3 shares in some of its largest franchises1 li:e Coca)Cola $nterprises1 Coca)Cola Amatil1 Coca)Cola (ellenic Bottling Compan3 (CC(BC) and Coca)Cola %$MSA1 ut full3 independent

ottlers produce almost half of the 4olume sold in the 2orld. Since independent ottlers add sugar and s2eeteners1 the s2eetness of the drin: differs in 4arious parts of the 2orld1 to cater for local tastes

*rand port5olio
Name CocaCola Coca) Cola Cherr3 "aunc1e d ?IIK Discontinue d Notes

?@IJ Still a4aila le inF American Samoa1 Austria1 Australia1 Belgium1 Bra8il1 China1 Denmar:1 %ederation of Bosnia and (er8ego4ina1 %inland1 %rance1 'erman31 (ong Kong1 Iceland1 Korea1 Lu9em ourg1 Macau1 Mala3sia1 Mongolia1 &etherlands1 &or2a31 "hilippines1 #eunion1 Singapore1 South Africa1 Spain1 S2eden1 S2it8erland1 Tai2an1 Tunisia1 !nited States1 and 0est Ban:)'a8a Still a4aila le inF Austria1 Australia1 China1 'erman31 (ong Kong1 South Africa1 &e2 -ealand (KAAml and DJA ml onl3) and #ussia It 2as reintroduced in Gune BAAO 3 popular demand BAAO 0as onl3 a4aila le in Gapan1 Canada1 and the !nited States. Still a4aila le in Belgium1 Singapore

Coca) Cola 2ith BAA? Lemon

BAAJ

Coca) Cola +anilla Coca) Cola CB

BAAB BAAO BAAE

BAAJ

Coca) Cola 2ith BAAJ Lime Coca) Gune Cola BAAJ #asp err3 Coca) Cola MJ Coca) Cola Blac: Cherr3 +anilla Coca) Cola BlR: BAAJ $nd of BAAJ

0as onl3 a4aila le in &e2 -ealand. ,nl3 a4aila le in %ederation of Bosnia and (er8ego4ina1 'erman31 Ital31 Spain1 Me9ico and Bra8il

BAAK

Middle BAAO

of

0as replaced 3 +anilla Co:e in Gune BAAO

BAAK

Beginning of BAAI

,nl3 a4aila le in the !nited States1 %rance1 Canada1 C8ech #epu lic1 %ederation of Bosnia and (er8ego4ina1 Bulgaria and Lithuania ,nl3 a4aila le in %ederation of Bosnia and (er8ego4ina1 &e2 -ealand and Gapan. ,nl3 a4aila le in %rance and Belgium.

Coca) BAAK Cola Citra Coca) Cola Light BAAK Sango Coca) Cola) ,range %anta Apple BAAO BAA@

,nl3 a4aila le in !nited Kingdom A4aila le in India

*ottle and lo<o desi<n

The famous Coca)Cola logo 2as created 3 Gohn "em ertonHs oo::eeper1 %ran: Mason #o inson1 in ?IIJ It 2as #o inson 2ho came up 2ith the name1 and he also chose the logo7s distincti4e cursi4e script. The t3peface used1 :no2n as Spencerian script1 2as de4eloped in the mid ?@th centur3 and 2as the dominant form of formal hand2riting in the !nited States during that period. $arl #.DeanHs original ?@?J concept dra2ing of the contour Coca)Cola ottle

Dean reduced the middle diameter...and the famous Contour Coca)Cola Bottle 2as orn.

The protot3pe ne4er made it to production since its middle diameter 2as larger than its ase. This 2ould ma:e it unsta le on con4e3or elts. The e>uall3 famous Coca)Cola ottle1 called the Pcontour ottleP 2ithin the compan31 ut :no2n to some as the Pho le s:irtP ottle1 2as created in ?@?J 3

ottle designer1 $arl #. Dean. In ?@?J1 the Coca)Cola Compan3 launched a competition among its ottle suppliers to create a ne2 ottle for the e4erage that 2ould distinguish it from other e4erage ottles... Pa ottle 2hich a person could recogni8e e4en if the3 felt it in the dar:1 and so shaped that1 e4en if ro:en1 a person could tell at a glance 2hat it 2asP Chapman G. #oot1 president

of the #oot 'lass Compan31 turned the pro;ect o4er to mem ers of his super4isor3 staff including compan3 auditor T. Cl3de $d2ards1 plant

superintendent Ale9ander Samuelsson and $arl #. Dean1 super4isor of the ottle molding room.

ottle designer and

#oot and his su ordinates decided to ase the ottle7s design on one of the soda7s t2o ingredients1 the coca leaf or the cola nut1 ut 2ere una2are of 2hat either ingredient loo:ed li:e. Dean and $d2ards 2ent to the $meline %air an:s Memorial Li rar3 and 2ere una le to find an3 information a out coca or cola. Instead the3 2ere inspired 3 a picture of the gourd)shaped cocoa pod in the $nc3clopedia Britannica 2hich Chapman #oot appro4ed as the model for the protot3pe.LD@M %aced 2ith the upcoming scheduled maintenance of the mold)ma:ing machiner31 o4er the ne9t BE hours Dean s:etched out and created the mold for the ottle. Dean then molded a small num er of ottles efore the glass)molding machiner3 2as turned off. Chapman #oot appro4ed the protot3pe issued on the ottle in &o4em er1 ?@?J. The ottle and a design patent 2as ottle 2as chosen o4er other

entries at the ottler7s con4ention in ?@?K and 2as on the mar:et the same 3ear. B3 ?@BA1 Dean7s contoured ottle ecame the standard for the Coca)Cola

Compan3. Toda31 the contour Coca)Cola ottle is one of the most recogni8ed pac:ages on the planet..."even in the dark!"

As a re2ard for his efforts1 Dean 2as offered a choice et2een a SJAA onus or a lifetime ;o at the #oot 'lass Compan3. (e chose the lifetime ;o and :ept it until the ,2ens)Illinois 'lass Compan3 ought out the #oot 'lass Compan3 in the mid ?@DAs. Dean 2ent on to 2or: in other Mid2estern glass factories. Although endorsed authoritati4e 3 some1 this 4ersion of e4ents is not considered elie4e. ,ne

3 man3 2ho cite its implausi ilit3 as difficult to

alternati4e depiction has #a3mond Loe23 as the in4entor of the uni>ue design1 ut although Loe23 did ser4e as a designer of Co:e cans and ottles in later 3ears1 he 2as in the %rench Arm3 in the 3ear the ottle 2as in4ented and did not migrate to the !nited States until ?@?@. ,thers ha4e attri uted inspiration for the design not to the cacao pod1 ut to a +ictorian hooped dress. In ?@@O1 Coca)Cola also introduced a Pcontour canP1 similar in shape to their famous ottle1 on a fe2 test mar:ets1 including Terre (aute1 Indiana. This ne2 can 2as ho2e4er ne4er 2idel3 released. A ne2 slim and tall can has egun to appear in Australia as of Decem er BA1 BAAK1 2hich costs an a4erage of SBA!D. The cans ha4e a distinct resem lance to energ3 drin:s that are popular 2ith the teenage demographic. It is un:no2n if this design is of limited edition or ma3 soon replace the current DJJ ml cans that ha4e een used in the past (the ne2 slim cans are DAA ml1 ma:ing the 4olume to cost ratio e4en smaller).

In Ganuar3 BAAO1 Coca)Cola Canada changed PCoca)Cola ClassicP la elling1 remo4ing the PClassicP designation1 lea4ing onl3 PCoca)ColaP. Coca) Cola stated this is merel3 a name change and the product remains the same. The cans still ear the PClassicP logo in the !nited States. Coca)Cola in the ne2 aluminum ottle. Coca)Cola is a registered trademar: in most countries around the 2orld and should al2a3s e 2ritten 2ith the h3phen and not as PCoca ColaP. The !S trademar: 2as registered in the !nited States "atent ,ffice on D? Ganuar3 ?I@D. In the !K Coca)Cola 2as registered 2ith the !K "atent ,ffice on ?? Gul3 ?@BB1 under registration num er EBOI?O. In BAAO1 Coca)Cola introduced an aluminum can that is designed to loo: li:e the original glass ottles that Coca)Cola 2as first distri uted in . In BAAO1 the Coca)Cola logo on cans and ottles has changed1 retaining the red color and familiar t3peface ut ta:ing randing ac: in time 3 remo4ing much of the clutter on the can1 lea4ing onl3 the logo and a plain 2hite s2irl)) the Pd3namic ri onP.

In BAAI1 the Coca)Cola plastic ottles for all Co:e 4arieties 2as changed 2ith a ne2 plastic scre2 cap and contoured ottle shape designed to e4o:e the old glass ottles.

Local competitors
"epsi is often second to Co:e in terms of sales1 ut outsells Coca)Cola in some localities. Around the 2orld1 some local rands do compete 2ith Co:e. In South and Central America1 Kola #eal1 :no2n as Big Cola in Me9ico1 is a fast gro2ing competitor to Coca)Cola ,n the %rench island of Corsica1 Corsica Cola1 made 3 re2ers of the local "ietra eer1 is a gro2ing competitor to Coca)Cola. In the %rench region of Bretagne1 Brei8h Cola is a4aila le. In "eru1 Inca Kola outsells Coca)Cola. (o2e4er1 The Coca)Cola Compan3 purchased the rand in ?@@@. In S2eden1 Gulmust outsells Coca)Cola during the Christmas season. In Scotland1 the locall3)produced Irn)Bru 2as more popular than Coca)Cola until BAAJ1 2hen Coca)Cola and Diet Co:e egan to outpace its sales In India1 Coca) Cola ran:ed third ehind the leader1 "epsi)Cola1 and local drin: Thums !p.

(o2e4er1 The Coca)Cola Compan3 purchased Thums !p in ?@@D As of BAAE1 Coca)Cola held a KA.@C mar:et)share in India Tropicola1 a domestic drin:1 is ser4ed in Cu a instead of Coca)Cola1 in 2hich there e9ists a !nited States em argo. Mecca Cola and /i la Cola1 in the Middle $ast1 is a competitor to Coca)Cola. In Tur:e31 Cola Tur:a is a ma;or competitor to Coca)Cola. In Iran and also man3 countries of Middle $ast1 -am -am Cola and "arsi Cola are ma;or competitors to Coca)Cola. In some parts of China1 %uture cola can e

ought. In Slo4enia1 the locall3)produced Coc:ta is a ma;or competitor to Coca)

Cola1 as is the ine9pensi4e Mercator Cola1 2hich is sold onl3 in the countr3Hs iggest supermar:et chain1 Mercator. In Madagascar1 Classi:o Cola1 made 3 Ti:o 'roup1 the largest manufacturing compan3 in the countr31 is a serious competitor to Coca)Cola in man3 regions. ,n the "ortuguese island of Madeira1 Laran;ada is the top selling soft drin:. In the !K Coca)Cola stated that "epsi 2as not its main ri4al1 ut rather #o insons drin:s.

Advertising
A 1890s advertisement showing model Hilda Clark in formal 19th century attire !he ad is entitled "rink Coca#Cola $% Coca)ColaHs ad4ertising has had a significant impact on American culture1 and is fre>uentl3 credited 2ith the Pin4entionP of the modern image of Santa Claus as an old man in red)and)2hite garmentsT ho2e4er1 2hile the compan3 did in fact start promoting this image in the ?@DAs in its 2inter ad4ertising campaigns1 it 2as alread3 common efore that. In fact1 Coca)Cola 2as not e4en the first soft drin: compan3 to utili8e the modern image Santa Claus in its ad4ertising 6 0hite #oc: Be4erages used Santa in ad4ertisements for its ginger ale in ?@BD after first using him to sell mineral 2ater in ?@?J Before Santa Claus1 ho2e4er1 Coca)Cola relied on images of smartl3) dressed 3oung 2omen to sell its e4erages. Coca)ColaHs first such

ad4ertisement appeared in ?I@J and featured a 3oung Bostonian actress named (ilda Clar: as its spo:esperson. In the ?@OAs1 a song from a Coca)Cola commercial called PIHd Li:e to Teach the 0orld to SingP1 produced 3 Bill3 Da4is1 ecame a popular hit single. Coca)Cola has a polic3 of a4oiding using children 3ounger than the age of ?B in an3 of its ad4ertising. This decision 2as made as a result of a la2suit from the eginning of the BAth centur3 that alleged that Co:eHs caffeine content 2as dangerous to children. (o2e4er1 in recent times1 this has not stopped the compan3 from targeting 3oung consumers. Co:eHs ad4ertising is rather per4asi4e1 as one of 0oodruffHs stated goals 2as to ensure that e4er3one on $arth dran: Coca)Cola as their preferred e4erage. This is especiall3 true in southern areas of the !nited States1 such as Atlanta1 2here Co:e 2as orn. Some of the memora le Coca)Cola tele4ision commercials et2een ?@KA through ?@IK1 2ere 2ritten and produced 3 former Atlanta radio 4eteran Don &a3lor (0'ST ?@DK)?@JA1 0A'A ?@J?)?@J@) during his career as a producer for the McCann $ric:son ad4ertising agenc3. Man3 of these earl3 tele4ision commercials for Coca)Cola featured mo4ie stars1 sports heroes1 and popular singers of the da3.

During the ?@IAs1 "epsi)Cola ran a series of tele4ision ad4ertisements sho2ing people participating in taste tests essentiall3 demonstrating thatF P%ift3 percent of the participants 2ho said the3 preferred Co:e actually chose the "epsiP. Statisticians 2ere >uic: to point out the pro lematic nature of a JAQJA resultT that most li:el3 all this reall3 sho2ed 2as that in lind tests1 most people simpl3 cannot tell the difference et2een "epsi and Co:e. Coca)Cola ran ads to com at "epsiHs ads in an incident sometimes referred to as the cola warsT one of Co:eHs ads compared the so)called "epsi challenge to t2o chimpan8ees deciding 2hich tennis leadership in the mar:et. Selena 2as a spo:esperson for Coca)Cola from ?@I@ till the time of her death. She filmed three commercials for the compan3. In ?@@E to commemorate her J 3ears 2ith the compan31 Coca)Cola issued special Selena co:e ottles In an attempt to roaden its portfolio1 Coca)Cola purchased Colum ia all 2as furrier. Thereafter1 Coca)Cola regained its

"ictures in ?@IB. Colum ia pro4ided su tle pu licit3 through Co:e product placements in man3 of its films 2hile under Co:eHs o2nership. (o2e4er1 after a fe2 earl3 successes1 Colum ia egan to under)perform1 and 2as dropped 3 the compan3 in ?@I@. Coca)Cola has gone through a num er of different ad4ertising slogans in its long histor31 including PThe pause that refreshesP1 PIHd li:e to u3 the 2orld a Co:eP1 and PCo:e is itP (see Coca)Cola slogans).

In BAAK1 Coca)Cola introduced M3 Co:e #e2ards1 a customer lo3alt3 campaign 2here consumers earn 4irtual PpointsP 3 entering codes from special mar:ed pac:ages of Coca)Cola products into a 2e site. These points can in turn e redeemed for 4arious pri8es or s2eepsta:es entries

Sponsors1ip o5 sportin< events

Coca)Cola 2as the first)e4er sponsor of the ,l3mpic games1 at the ?@BI games in Amsterdam and has een an ,l3mpics sponsor e4er since. M This

corporate sponsorship included the ?@@K Summer ,l3mpics hosted in Atlanta1 2hich allo2ed Coca)Cola to spotlight its hometo2n. Since ?@OI Coca)Cola has sponsored each %I%A 0orld Cup and other competitions organi8ed 3 %I%A. In fact1 one of the %I%A tournament troph3F %I%A 0orld *outh Championship from Tunisia in ?@OO to Mala3sia in ?@@O 2as called P%I%A ) Coca Cola CupP. LJEM In addition1 Coca)Cola sponsors the annual Coca)Cola KAA and Co:e -ero EAA for the &ASCA# Sprint Cup Series at Lo2eHs Motor Speed2a3 in Charlotte1 &orth Carolina and Da3tona International Speed2a3 in Da3tona1 %lorida. Coca)Cola has a long histor3 of sports mar:eting relationships1 2hich o4er the 3ears ha4e included Ma;or League Base all1 the &ational %oot all League1 &ational Bas:et all Association and the &ational (oc:e3 League1 as 2ell as 2ith man3 teams 2ithin those leagues. Coca)Cola is the official soft drin: of man3 collegiate foot all teams throughout the nation.

In India Coca Cola 2as the one of the official Sponsors of the ?@@K Cric:et 0orld Cup. In $ngland1 Coca)Cola is the main sponsor of The %oot all League1 a name gi4en to the three professional di4isions elo2 the "remier League in

foot all (soccer). It is also responsi le for the renaming of these di4isions) until the ad4ent of Coca)Cola sponsorship1 the3 2ere referred to as Di4isions ,ne1 T2o and Three. Since BAAE1 the di4isions ha4e een :no2n as The

Championship (e>ui4. of Di4ision ?)1 League ,ne (e>ui4. of Di4. B) and League B (e>ui4. of Di4ision D). This renaming has caused unrest amongst some fans 2ho see it as farcical that the third tier of $nglish %oot all is no2 called PLeague ,ne.P In BAAJ Coca)cola launched a competition for the OB clu s of the foot all league ) it 2as called P0in a "la3erP. These allo2ed fans to place ? 4ote per da3 for their elo4ed clu 1 2ith ? entr3 eing chose at random earning UBJA1AAA for the clu . This 2as repeated in BAAK. The P0in A "la3erP competition 2as 4er3 contro4ersial1 as at the end of the B competitions1 Leeds !nited A%C had the most 4otes 3 more than dou le1 3et the3 did not 2in an3 mone3 to spend on a ne2 pla3er for the clu . In BAAO the competition changed to PBu3 a "la3erP. This competition allo2ed fans to u3 a ottle of Coca)Cola -ero or Coca)Cola and su mit the code on the 2rapper on the Coca)Cola 2e site V222.coca) colafoot all.co.u:W. This code could then earn an3thing from JAp to U?AA1AAA for a clu of their choice. This competition 2as fa4ored o4er the old P0in A "la3erP

competition as it allo2ed all clu s to 2in some mone31 instead of all the mone3 going to one 2inning clu .

OR#AN&.A%&ON S%R'C%'RE OF COCA-CO"A &N &ND&A

C1ie5 E=ecutive O55icer

+ice President Suppl6 C1ain

C1ie5 Finance O55icer

(uman Resource Director

+ice President *S#

Re<ional +ice President 3Nort14

Re<ional +ice President 3Central4

Re<ion +ice President A#$>AOD 'nit 8 A#$>AOD 'nit ; A#$>AOD 'nit ? A#$>AOD 'nit@

Re<ion Finance

Re<ion (uman Resource

Re<ion Customer Service

Re<ion E=ternal A55airs

Re<ion Cold Drink

Re<ion "e<al

Re<ion *S#

Re<ion Director>$ana<er $arket E=ecution Re<ion Capa2ilit6 $ana<ement

Re<ion C1annel

Coca Cola C1annel $arketin< and Pro5its

Coca Cola has managed their compan3 mar:eting and sales strateg3 2ithin channels. (a4e 3ou e4er considered the significance of the Co:e 4ending machine to the success

and profita ilit3 of the Coca Cola compan3X This channel is direct to consumer and 4ending machines often ha4e little to no competition and no trade or price promotions. De4elop solutions for groups of customers and deplo3 3our enefit throughout the channel as compared to forcing a road solution onto multiple customer t3pes.

%or man3 food companies1 the ans2er to this single >uestion can point to si8ea le ne2 profits and opportunities for gro2th 4ia adding ne2 sales channels and opening ne2 mar:ets 2ith profits and speed. The Co:e Compan3 operates three primar3 deli4er3 s3stems for its usiness channelsF Y Bul: deli4er3 for the channels of large Supermar:ets1 Mass Merchandisers and

Clu storesT Y %or smaller channels Co:e does ad4anced sale deli4er3 for con4enience stores1 drug stores1 small supermar:ets and on)premise fountain accounts. Y %ull ser4ice deli4er3 for its full ser4ice 4ending customers. e6 C1annel "istin< Supermar:ets

Con4enience Stores %ast %ood "etroleum #etailers Chain Drug Stores (otelsQMotelsQ#esorts Mass Merchandisers !.S. D,D Militar3 #esale retail commandsF AA%$S1 &A+#$SS, and D$CA +ending

If 3ou noticed the gro2th of tractor trailer deli4eries 3 Co:e into C)Stores and other channels in the past 3ear or so1 3ou noticed their ne2 deli4er3 scheme. In BAAK1 the Compan3 egan changing its deli4er3 method for its route deli4er3

s3stem. (istoricall31 the Compan3 loaded its truc:s at a 2arehouse 2ith products the route deli4er3 emplo3ee 2ould deli4er. The deli4er3 emplo3ee 2as responsi le for pulling the re>uired products off a side load truc: at each customer location to fill the customerHs order. Co:e egan using a ne2 CooLiftZ deli4er3 s3stem in BAAK in a portion of the Compan3Hs territor3 2hich in4ol4es pre) uilding orders in the 2arehouse on a small pallet the deli4er3 emplo3ee can

roll off a truc: directl3 into the customerHs location. The CooLiftZ deli4er3 s3stem in4ol4es the use of a rear loading truc: rather than a con4entional side loading truc:. Co:e anticipates the implementation of this deli4er3 s3stem 2ill continue o4er the ne9t se4eral 3ears. This rollout re>uired additional capital spending for the rear loading deli4er3 4ehicle. The Compan3 anticipates that this change in deli4er3 methodolog3 2ill result in significant sa4ings in future 3ears and more efficient deli4er3 of a greater num er of products.

Criticisms
It , " -$$n "/##$"t$* t, t "(+$ (6 t,$ in6(%+ ti(n in t,i" %ti&!$G" Criticism (% Controversy "$&ti(nA"B -$ +$%#$* int( (t,$% "$&ti(n" t( &,i$0$ +(%$ n$/t% ! .%$"$nt ti(n. T,$ C(& -C(! C(+. n1 , " -$$n &%iti&iF$* 6(% it" -/"in$"" .% &ti&$" " )$!! " t,$ !!$#$* *0$%"$ ,$ !t, $66$&t" (6 it" 6! #",i. .%(*/&t. A &(++(n &%iti&i"+ (6 C('$ - "$* (n it" !!$#$*!1 t(Di& &i*it1 !$0$!" , " -$$n 6(/n* t( -$ - "$!$"" -1 %$"$ %&,$%"H ! )"/it" - "$* (n t,$"$ &%iti&i"+" , 0$ -$$n *i"+i""$* -1 "$0$% ! A+$%i& n &(/%t" 6(% t,i" %$ "(n. Sin&$ t,$%$ %$ in*i& ti(n" t, t I"(* n* ")$$t$n$* *%in'" %$ t,$ + in "(/%&$ (6 n* (t,$% "(6t

& !(%i$" in Jt,$K A+$%i& n *i$t,IK +("t n/t%iti(ni"t" *0i"$ t, t C(& -C(!

*%in'" & n -$ , %+6/! i6 &(n"/+$* $D&$""i0$!1, . %ti&/! %!1 t( 1(/n# &,i!*%$n ),("$ "(6t *%in' &(n"/+.ti(n &(+.$t$" )it,, % t,$% t, n &(+.!$+$nt", , 0$ ",()n t, t %$#/! % "(6t *%in' /"$%" , 0$ - ! n&$* *i$t. St/*i$"

!()$% int '$ (6 & !&i/+, + #n$"i/+,

"&(%-i& &i*, %i-(6! 0in, n* 0it +in A T,$ *%in' , " !"( %(/"$* &%iti&i"+ 6(% it" /"$ (6 & 66$in$, */$ t( t,$ .(""i-i!it1 (6 .,1"i& ! *$.$n*$n&$ A !in' , " -$$n ",()n -$t)$$n !(n#-t$%+ %$#/! % &(! int '$, (6 ),i&, C(& -C(! i" t,$ +("t &(n"/+$* -% n*

)(%!*)i*$, n* ("t$(.(%("i" in (!*$% )(+$n A-/t n(t +$nBT,i" ) " t,(/#,t t( -$ */$ t( t,$ .%$"$n&$ (6 .,(".,(%i& &i*, n* t,$ %i"' ) " 6(/n* t( -$ " +$ 6(% & 66$in t$* n* n( & 66$in t$* &(! ", " )$!! " t,$ " +$ 6(% *i$t n* "/# %$* &(! ". A!t,(/#, n/+$%(/" &(/%t & "$" , 0$ -$$n 6i!$* # in"t T,$ C(& -C(! C(+. n1 "in&$ t,$ 39:8", !!$#in# t, t t,$ &i*it1 (6 t,$ *%in' i" * n#$%(/", n( $0i*$n&$

&(%%(-(% tin# t,i" &! i+ , " -$$n 6(/n*. Un*$% n(%+ ! &(n*iti(n", "&i$nti6i& $0i*$n&$ in*i& t$" C(& -C(! G" &i*it1 & /"$" n( i++$*i t$ , %+. T,$%$ i" !"( "(+$ &(n&$%n %$# %*in# t,$ /" #$ (6 ,i#, 6%/&t("$ &(%n "1%/. in t,$ .%(*/&ti(n (6 C(& -C(! . Sin&$ 392@ in t,$ U.S., C('$ , " -$$n + *$ )it, ,i#, 6%/&t("$ &(%n "1%/., in"t$ * (6 "/# % #!/&("$ (% 6%/&t("$, t( %$*/&$ &("t". T,i" , " &(+$ /n*$% &%iti&i"+ -$& /"$ (6 &(n&$%n" t, t t,$ &(%n /"$* t( .%(*/&$ &(%n "1%/. + 1 &(+$ 6%(+ #$n$ti& !!1 !t$%$* .! nt". S(+$ n/t%iti(ni"t" !"( & /ti(n # in"t &(n"/+.ti(n (6 ,i#, 6%/&t("$ &(%n "1%/. -$& /"$ (6 .(""i-!$ !in'" t( (-$"it1 n* t1.$-: *i -$t$". In In*i , t,$%$ $Di"t" + >(% &(nt%(0$%"1 &(n&$%nin# .$"ti&i*$" n* (t,$% , %+6/!

&,$+i& !" in -(tt!$* .%(*/&t" in&!/*in# C(& -C(! . In :88L, t,$ C$nt%$ 6(% S&i$n&$ n* En0i%(n+$nt ACSEB, n(n-#(0$%n+$nt ! (%# niF ti(n in N$) D$!,i, " i* $% t$* ) t$%"

.%(*/&$* -1 "(6t *%in'" + n/6 &t/%$%" in In*i , in&!/*in# +/!tin ti(n ! #i nt" P$."iC( n* C(& -C(! , &(nt in$* t(Din" in&!/*in# !in* n$, DDT, + ! t,i(n n* &,!(%.1%i6(" M

.$"ti&i*$" t, t & n &(nt%i-/t$ t( & n&$% n*

-%$ '*()n (6 t,$ i++/n$ "1"t$+. T$"t$*

.%(*/&t" in&!/*$* C('$, P$."i, n* "$0$% ! (t,$% "(6t *%in'", + n1 .%(*/&$* -1 t,$ C(& -C(! C(+. n1. CSE 6(/n* t, t t,$ In*i n .%(*/&$* P$."iG" "(6t *%in' .%(*/&t" , * L4 ti+$" t,$ !$0$! (6 .$"ti&i*$ %$"i*/$" .$%+itt$* /n*$% E/%(.$ n Uni(n %$#/! ti(n"H C(& -C(! G" "(6t *%in' ) " 6(/n* t( , 0$ L8 ti+$" t,$ .$%+itt$* +(/nt. CSE " i* it , * t$"t$* t,$ " +$ .%(*/&t" "(!* in t,$ US n* 6(/n* n( "/&, %$"i*/$". A6t$% t,$ .$"ti&i*$ !!$# ti(n" )$%$ + *$ in :88L, C(& -C(! " !$" *$&!in$* -1 3@N. In :887, n In*i n . %!i +$nt %1 &(++itt$$ - &'$* /. CSEG" 6in*in#", n* #(0$%n+$nt- ..(int$*

&(++itt$$ ) " t "'$* )it, *$0$!(.in# t,$ )(%!*G" 6i%"t .$"ti&i*$ "t n* %*" 6(% "(6t *%in'". T,$ C(& -C(! C(+. n1 , " %$".(n*$* t, t it" .! nt" 6i!t$% ) t$% t( %$+(0$ .(t$nti ! &(nt +in nt" n* t, t it" .%(*/&t" %$ t$"t$* 6(% .$"ti&i*$" n* +/"t +$$t +ini+/+ ,$ !t, "t n* %*" -$6(%$ t,$1 %$ *i"t%i-/t$*.J4LK In t,$ In*i n "t t$ (6 K$% ! , " !$ n* .%(*/&ti(n (6 C(& -C(! , !(n# )it, (t,$% "(6t *%in'", ) " initi !!1 - nn$*, -$6(%$ t,$ Hi#, C(/%t in K$% ! (0$%t/%n$* t,$ - n %/!in# t, t (n!1 t,$ 6$*$% !

#(0$%n+$nt & n - n 6((* .%(*/&t". C(& -C(! , " !"( -$$n &&/"$* (6 $D&$""i0$ ) t$% /" #$ in In*i .

C(AP%ER ?7 (&ND'S%AN COCA-CO"A *E+ERA#ES P+%0 "%D0 NA-&*A*AD

&a;i a ad plant (the compan3) is spread o4er an area of a out JA thousand s>uare meter. The plant 2as esta lished in ?@ID as Mansaro4er Bottling Compan3 Ltd. This plant 2as a franchise outlet for "arle $9ports Bom a3. As per the BI%# ruling1 coca)cola too: o4er this plant on ?E th %e . And a sor ed all the BOJ permanent emplo3ees. The onl3 ma;or change in the operational set up 2as the appointment of a 'eneral Manager and a %inance Manager. This change led to a certain amount of distrust and uncertaint3 among the emplo3ees. This feeling 2as further strengthened 12hen certain emplo3ees 2ho in the past 2ere high in the hierarch3 2ere left 2ith limited authorit3 and responsi ilit3 .A change in the management of decision ma:ing. !he &a'i(a(ad (ottling plant)s product line consists of the following*
Coke

%1ums U+

Sprit

Fanta

 $aaAa

inle6 Soda

"imca

The plant procures the concentrate re>uired for producing the soft drin:s from "une .The cans and the pet ottles for all the soft drin: and procured from "une and 'ha8ia ad. The plant produces oth DAA ml and BAAml of Co:e. Coca)cola India has also introduced Maa8a tetra pac:s that are produced in Bhopal and then distri uted in the region.

Capacit6 o5 t1e plant

The product is seasonal in nature thus the production depends upon the seasons . The pea: season 2hen the production is the ma9imum is et2een April and Gul3. The per da3 pea: production capacit3 is as follo2sF Aerated Drin:sF BD1AAA Crates Maa8a F ?A1AAA Crates

The per da3 production during non)pea: season is as per demand. The plant has three ottling lines. T2o ottling lines produced aerated drin:s and the line produces a non) aerated drin: i.e.1 Maa8a. )Aerated Drin:F

Lin ? F DEA Bottles per minute. Line B F BAA Bottles per minute. )&on) Aerated Drin:F Line D F BEA Bottles per minute. The num er of hours the machines 2o:s depends upon the season and the demand .During the pea: season the machines run appro9imatel3 for ?K hrs)BE hrs. But during the non pea: season the plant is closed do2n for maintenance from the month of &o4em er till Ganuar3 .,ther than this 1the plant is operated according to mar:et demand.

OR#AN&.A%&ON S%R'C%'RE OF %(E SA"ES DEPAR%$EN% &N (CC*P"

A#$>AOD

Plant $ana<er

Route to $arket

(uman Resource $ana<er

Finance $ana<er

#eneral Sales $ana<er

Area Sales $ana<er

C1annel $ana<er

Area Capa2ilit6 $ana<er

Sales E=ecutive

$arketin<

Sales %rainers

$arket Developer

e6 Accounts

Distri2utors And Salesmen

$AR E%&N# $&/ OF (0C0C0*0P0"

The Coca)Cola Compan3 offers a 2ide range of products to the customers including e4erages1 fruit ;uices and ottled mineral 2ater. The Compan3 is

al2a3s loo:ing to inno4ate and come up 2ith1 either complete ne2 products or ne2 2a3s to ottle or pac: the e9isting drin:s. The Coca)Cola Compan3 has a 2ide range of products out of 2hich the follo2ing products are mar:eted (CCB"L F 3

"roducts of Compan3
&n t1e Cola Section7 %('$S 'P

BStron< cola %aste, e=citin< personalit6C Thums up is the leading car onated soft drin: and trusted rand in India.

,riginall3 introduced in ?@OO it 2as ac>uired 3 the Coca)Cola Compan3 in ?@@D. It is :no2n for its strong fi883 taste and it7s confident1 mature and uni>uel3 masculine attitude. This from the o3s. rand clearl3 see:s to separate the men

+olumes o5 t1e t1umps up &t has dar: ro2n color 2ith 4er3 high content of C,B 2hich ma:es the Cola fla4or is 4er3 strong .It is a4aila le in different 4olumes in the mar:et li:es) BAA ml glass ottle. DAA ml glass ottle. DJA ml e9press pac:. DDA ml can. KAA ml pet ottle. ?.BJlt pet ottle. Blt ottle.

D&E% CO E

$ooking good and ta ting g!eat"

Diet co:e 2as orn in ?@IB and >uic:l3 ecame the &o.? sugar free drin: in diet conscious America1 :no2n as Diet co:e in the !.S. 1Canada1 Australia and great Britain and coca)cola light in other countries 1it no2 the &o.D soft drin: in the 2orld. It7s the drin: for people 2ho 2ant no calories1 ut plent3 of taste. Ad

campaigns around the 2orld for diet co:e share a pla3ful1 sophisticated and se93 attitude. +isit our AudioQ+ideo center to 2itness ho2 the Diet co:e north American ad campaign cele rates the real and human attri utes that ma:e people alluring in the e3es of others.

Coca- Cola

Cola)cola is the most popular and iggest selling soft drin: in histor31 as 2ell as the est :no2n product in the 2orld. Created 3 Dr.Gohn.S."em erton1 Coca)cola 2as first offered as fountain e4erages 3 mi9ing Coca)cola s3rup 2ith Car onated 2ater. Coca)cola 2as registered as a trademar: in ?I@J.Coca) cola 2as eing sold in e4er3 state and territor3 in the united state. In ?I@@1 the co. egan %ranchised ottling operations in the !nited States. Toda31 3ou can find coca)cola in 4irtuall3 e4er3 part of the 2orld and the coca) cola compan3 has more than BDA e4erages to its portfolio.

,olumes of the Coca- Cola

&t has ro2n color 2ith 4er3 high content of C,B 2hich ma:es the Cola fla4or is 4er3 strong .It is a4aila le in different 4olumes in the mar:et li:es) BAA ml glass ottle. DAA ml glass ottle. DJA ml e9press pac:. DDA ml can. KAA ml pet ottle. ?.BJlt pet ottle. B.BJlt pet ottle.

&n t1e "emon Section SPR&%E

Clea!% c!i p% !ef!e hing&"

Introduced in ?@KA1Sprite is the 2orld7s leading lemon lime fla4ored soft drin: .sprite is sold in more than ?@A countries and ran:s as the &o.E soft drin: 2orld2ide 2ith a strong appeal to 3oung people. Millions of people en;o3 Sprite ecause of its crisp 1clean taste that reall3 >uenches 3our thirst .But also has an honest 1straightfor2ard attitude a out things that sets it apart from others soft drin:s. Sprite encourages 3ou to e true to 2ho are and to o e3 3our thirst.

,olumes of the Sprite

&t is color less 2ith pac:ing in green colored ottle. It has content of C,B .It is a4aila le in different 4olumes in the mar:et li:es)

BAA ml glass ottle. DAA ml glass ottle. DJA ml e9press pac:. DDA ml can. KAA ml pet ottle. ?.BJlt pet ottle. B.lt pet ottle.

"&$CA

$ight and $emony"

This thirst >uenching e4erages features a fresh1 light lemon 6lime taste and fun 6lo4ing attitude. It7s a homegro2n1 national treasure in India1 2here the Coca)Cola co. ac>uired it in ?@@D the product7s in4igoration taste and cloud3 loo: ha4en7t changed1 ut the rand has een re4itali8ed 2ith a ne2 mar:eting

campaign. Limca continues to uild a lo3al follo2ing among 3oung adults 2ho lo4e the lighthearted 2a3 it compliments the est moments of their li4es. It7s also ecome a hit in man3 "ersian 'ulf countries. 'ra a limca and go.

+olumes o5 t1e "&$CA

&t is light gre3 color. It has content of C,B that ma:es its fla4or tast3. It is a4aila le in different 4olumes in the mar:et li:es)

BAA ml glass ottle. DAA ml glass ottle. DJA ml e9press pac:. DDA ml can. KAA ml pet ottle. ?.BJLt pet ottle. BLt pet ottle.

$inute maid Nim2u Fres1

The ne2 Minute Maid &im u %resh is a trul3 refreshing lemon ;uice) ased drin: 2ith no added preser4ati4e or added color. The latest offering is a lemon ;uice) ased drin: from the Coca)Cola Compan3Hs (TCCC) sta le de4eloped especiall3 for consumers in India. Minute Maid &im u %resh is made out of great >ualit3

fresh lemon ;uice concentrate1 pro4iding consumers 2ith a great refreshing e9perience ) ;ust li:e natural1 home)made 5nim u paniH.

+olumes o5 t1e $inute $aid Nim2u Fres1

&t is actuall3 a Minute maid nim u fresh 1 2hich is 4er3 eas3 to prepare 3 mi9ing 2ater in it and its pac:ing in the mar:et are F EAA ml pet ottle ?BAA ml pet ottle.

'n the (!ange ection:

FAN%A

The coca)cola compan3 ac>uired a fa4orite in $urope since the ?@EA %anta in ?@KA. %anta orange is the core fla4or 1 representing a out OAC of sales1 ut other citrus and fruit fla4ors ha4e their o2n solid fan ase. Consumers around the 2orld1 particularl3 teens 1fondl3 associate %A&TA 2ith happiness and special times 2ith friends and famil3. This positi4e imager3 is dri4en 3 the rand7s fun pla3ful personalit31 2hich goes hand in hand 2ith the

right color1

old fruit taste1 and tingl3 car onation. %anta sells

est in

Bra8il1'erman31Spain 1Gapan1 Ital3 and Argentina.

%anta distri ution 2as

increased in the !.S. in BAA? 2ith the return of four fla4orF ,range1 Stra2 err31 "ineapple1 and 'rape. ,range1 the iggest seller1 is no2 a4aila le in most of the countr3 .

+olumes o5 t1e Fanta

&t comes man3 fla4ors li:e orange. It has content of C,B that ma:es its fla4or tast3. It is a4aila le in different 4olumes in the mar:et li:es

BAA ml glass ottle. DAA ml glass ottle. DJA ml e9press pac:. DDA ml can. KAA ml pet ottle. ?.BJLt pet ottle.

B Lt pet ottle

&n t1e -uice section7 $AA.A

)aa!i *o ti +aa,a -aa,a"

It is a real fruit taste Kids lo4e 1plus added calcium Maa8a tagline D)aari Dosti %aaAa $aaAaE means D%riendship moments 2ith fresh Maa8a= in hindi . Maa8a 2as introduced in India in ?@IE as a no car onated mango fruit drin: .It 2as ac>uired 3 the Coca)cola Co. in ?@@D and is currentl3 a4aila le in three fla4ors1 mango1 pineapple And orange plus added calcium.

,olumes of the -aa.a

It is of 3ello2 color 2ith decent taste of mango .It doesn7t contain C,B .It is a4aila le in different 4olumes in the mar:et li:es BAA ml Tetra pac:. BJA glass Bottle. BJA e9press pac: KAA ml pet ottle. ?.BLt pet ottle.

$&N'%E $A&D P'"P) ORAN#E

Minute maid pulp3 orange 1 2hich is haired 3 the coca)cola compan3 and no2 its manufacturing in under coca)cola compan3 2ith the etter taste of ,range7s.

Volumes of the Minute made pulpy orange

&t is actuall3 a Minute made pulp3 orange 1 2hich is 4er3 eas3 to prepare 3 mi9ing 2ater in it and its pac:ing in the mar:et are F EAA ml pet ottle ?BAA ml pet ottle.

&n t1e Soda !ater and *ottled $ineral !ater section7 &N"E) C"'* SODA

This is thirst 6/uenching e4erage features fresh the fresh 2ater 2ith the saturated o93gen le4el. This is thirst 6 >uenching e4erages features a fresh and light oranges taste and a lighthearted attitude.

Volumes of the Clube oda

It is color less and a4aila le in mar:et F DAA ml glass ottle. JAA ml pet ottle.

&N"E) $&NERA" !A%ER

.inley -ine!al /ate!

This is thirst 6/uenching e4erage features fresh the fresh 2ater 2ith the saturated o93gen le4el.

+olumes o5 t1e inle6 mineral water

K) 0ater is a mineral 2ater a4aila le in follo2ing 4olumes in the mar:etF FGG ml pet ottle 8 Lt 1pet ottle ; Lt 1pet ottle

PAC A#&N# DE%A&"S

PAC
$AA. A CO E %('$ S'P FAN% A SPR&% E "&$C A

SOD A

?GG$ " ??G$ " ?FG $" ;GG$ " ;FG$ "

#$ #$ #$ #$ !"

!" !" !" !" #$

!" !" !" !" #$

!" !" !" !" #$

!" !" !" !" #$

!" !" !" !" #$

!" #$ #$ #$ #$

; "%R

#$

!"

!"

!"

!"

!"

#$

:GG$ "

!"

!"

!"

!"

!"

!"

!"

80; "%R 80 ;F"% R

!" #$

#$ !"

#$ !"

#$ !"

#$ !"

#$ !"

#$ #$

PAC
?GG$" ;GG$" ;FG$" ; "&%RES :GGm" 80; "%R 8 0;F "%R

NO0OF *O%%"ES &N A CASE ;@ ;@ ;@ H ;@ 8; 8;

PR&CE DE%A&"S
"ac: DAA ML BAA ML BJA ML DJA ML B Lt "et ?.B Lt ?.BJ Lt #etail "rice ?BQ) IQ) ?BQ) ?OQ) KAQ) JAQ) DIQ) "rice for retailer BKE ?OA BKE DOI JAJ JKA DOI

E/P"ANA%&ON OF $AN'FAC%'R&N# PROCESS

The manufacturing of the products of Coca)Cola in4ol4es the follo2ing stepsF ?. 0ater passes through the 2ater treatment plant1 further passing through the sand filter and the acti4ated car on filter1 so as to attain pure cleansed 2ater. B. In the s3rup room1 the concentrate is lended 2ith the sugar s3rup D .,nce oth the 2ater and the final s3rup are read31 the3 are oth mi9ed

together and sent to the car onator section 2here Car on Dio9ide is added to the mi9ture to form the final product. E. ,n the other hand1 simultaneousl31 the returna le glass ottles are

depalleti8ed1 inspected and 2ashed for the purpose of filling in the final product in it. This step does used are disposed. J. The product is finall3 filled in the ottles1 cro2ned (in case of #'B)Q capped (in case of "$T ottles)1 la eled and cased in order to e sent into the not ta:e place in the "$T ottle line as the ottles once

2arehouse for distri ution.

-anufactu!ing Plant Baddi 01P2

Sale and *epot /a!e 1ou e

*i t!ibution

(3+ $E+S C(A&N FO""O!ED FRO$ $AN'FAC%'RE %O D&S%R&*'%&ON

I'A"&%) ASS'RANCE3IA4
/A department ensure the total >ualit3 in each and e4er3 aspect of the organi8ation .This >ualit3 is not onl3 concerned 2ith indi4idual department li:e production of goods ut it is concerned 2ith e4er3 functioning of the organi8ation such as h3giene in the organi8ation li:e pro4iding the nutrias food from the canteen 1 cleanliness in the athrooms 1not polluting the en4ironment etc. ,ne of the ma;or function of /A department is pre and post manufacturing tests 2hich ensures 8ero defect so that consumers can get right >uantit3 and >ualit3 of products .All the procured materials ha4e to undergo a rigorous >ualit3 chec:.

$4en efore procurement the >ualit3 of the material has een ensured 3 the sample chec: of material.

O2jectives 7
%otal cost-7 The first and foremost o ;ecti4es is to ring do2n o4erall cost. The costs in4ol4ed in Logistics ,perations) a) Transportation of supplies to the plant and distri ution of finished goods through distri ution s3stem. ) "rocessing customers orders. c) "ac:aging. d) "ro4iding customers ser4ices. e) Maintaining 2arehouse . These functions are directl3 not responsi le for sales . But the3 do support the sales acti4ites . So the total cost approach refers to e4aluation of all logistics e9panded for an3 gi4en sales re4enue .B3 using the cost approach the manager 2ould tr3 to maintain total logistics cost as compared to the historical performance of the firm and in comparison 2ith other firms of the same industr3 Su2 J OptimiAation)F It is a term applied to a situation in 2hich one department o ;ecti4e or function is optimi8ed 2ithout considering the affect of action on others departments . The goal of logistics is to manage the s3stem to pro4ide designated le4els of manufacturing suppl3 at the least possi le cost. Cost %rade JO55 )F This occur 2hen a change in destination s3stem causes some costs to increase and other cost to decrease.

 Customers Service -7 $lements of customers ser4ice are F a) ,n time deli4er3. ) "roper handling of merchandise. c) /uantit3 assem led should e according in4oice. d) ,n time ser4ice 2hich includes after sales ser4ice1 etc.

D&S%R&*'%&ON NE%!OR
(CCB"L has a 2ide and 2ell)managed net2or: of salesmen appointed for ta:ing up the responsi ilit3 of distri ution of products to di4erse parts of the cities. The distri ution channels are constructed in such a 2a3 that the demand of customers is fulfilled at the right place and the right time 2hen the3 need it. A t3pical distri ution chain at (CCB"L 2ould eF Production --- Plant !are1ouse --- Depot !are1ouse --- Distri2ution !are1ouse --- Retail Stock --- Retail S1el5 --- Consumer T,$ &/"t(+$%" (6 t,$ C(+. n1 %$ *i0i*$* int( *i66$%$nt & t$#(%i$" n* *i66$%$nt %(/t$", n* $0$%1 " !$"+ n i" ""i#n$* t( (n$ . %ti&/! % %(/t$, ),i&, i" t( -$ 6(!!()$* -1 ,i+ (n * i!1 - "i". A *$t i!$* n* )$!!-(%# niF$* *i"t%i-/ti(n "1"t$+ &(nt%i-/t$" t( t,$ $66i&i$n&1 (6 t,$ " !$"+$n. It !"( !$ *" t( !() &("t", ,i#,$% " !$" n* ,i#,$% $66i&i$n&1 t,$%$-1 !$ *in# t( ,i#,$% .%(6it" t( t,$ 6i%+.

%RANSPOR%A%&ON "O#&S%&CS
The distri ution function has to perform t2o functionsF it has to generates demand for the product and secondl3 1it has to ma:e sure that demand thus created is matched 3 ade>uate and time suppl3 .0hile all the mem ers of the channel 2ill ha4e to ta:e part in dual function 1 the transporter has primar3 responsi ilit3 .A logistics plan can e dra2n 3 considering the follo2ing pointsF

0hat are the alternati4es modes of transport 1 4i8 .1road1 rail1 air1 etc. A4aila le for transporting the goods from the point of manufacture to the point of purchase X 0hat is the mode 2hich is optimal from the standpoint of total distri ution costX Is there an3 need for 2arehousing arrangements .:eeping in 4ie2 the products and mar:eting characteristics. In fact the first t2o are important enough to e considered e4en at the time of selection of mar:ets . The non) a4aila ilit3 of re>uired transportation facilit3 can out 2eigh all other mar:eting ad4antages that a compan3 ma3 ha4e . The perisha le nature of products demands that must reach the consumers 2ithin the shortest possi le time.

Therefore1 unless the potential mar:ets are ser4ed 1deli4er3 of such time items cannot e underta:en.

To consider the second aspect 1 namel3 selection of the appropriate mode of transport 1it is necessar3 first to identif3 the elements that ta:en together constitute the total distri ution costs. In a stud3 carried out in the !S it is found that the total distri ution costs are allocated o4er the 4arious components in the follo2ing proportionF Administration Transportation #ecei4ing and Shipping "ac:aging 0arehouse In4entor3 carr3ing costs ,rder processing ??.AC B@.EC O.IC ??.@C ?O.AEC ?O.AEC J.JC

The proportion o 4iousl3 2ill 4ar3 from product to product 1 ut all the cost components1 2ith sole e9ception of 2arehousing 12ill ha4e to e considered for

determining the total distri ution costs of each and e4er3 product.It is 1therefore o 4ious that the selection of the mode cannot e ta:en onl3 on the asis of the

freight element1 2hich at est 2ill e onl3 an important segment of total distri ution costs .But the decision 2ill depend on the total incidence of costs for alternati4e modes of transport. In general the criteria that should e ta:en in mind deciding on

the proper modes of

transport are cost speed fre>uenc3 1relia ilit3 1 safet3 and

appropriates 2ith regards to the product.

FAC%ORS AFFEC%&N# C(ANNE" DEC&S&ON7

'nit value J In general 1 direct sales preferred for items of high unit +alue and 2holesaler are approached for items of lo2 4alue. *ulk and !ei<1t K7 If ul: transportation is possi le 1 direct e9porting is preferred. %ec1nical nature-7 Technologicall3 comple9 and speciali8ed products are usuall3 sold direct. Peris1 a2lit6K7 The more perisha le the product the shorter should e the channel leasing is usuall3 adopted for technological perisha le products. StandardiAations-7 Indirect channels are possi le for standardi8ed products.

Sta<e o5 market development-K &e2 products are promoted 3 Direct sales. In direct channels ma3 e adapted for esta lished products. "O#&S%&CS &N COCA-CO"A The compan3 (CCB"L "+T LTD. &a;i a ad1 does its usiness in full fledge et2een March and Gune in 2estern !.". Appro9 KAC of the usiness of the 3ear is done in these E months of period. The compan3 IAC of usiness depends on #eturna le 'lass Bottles compan3 al2a3s tr3 to recei4e same amount of empt3 ottles as it has een dispatched to distri uters ecause if the organi8ation 2ill not do so then its production 2ill hamper and that ultimatel3 effect the sale. Compan3 al2a3s sends t2o)2a3 4ehicles instead of one)2a3 4ehicles .The concept of t2o)2a3 is that 4ehicle 2ill distri ute the full ottles and return 3 ta:ing empt3 ottles from them. The one)2a3 4ehicles cost much higher than t2o)2a3 4ehicles are also returned to ena le further production

This is eneficial for oth compan3 and distri utor ecause compan3 gi4es glass ottles and crates on loan to distri utors and their mone3 is recei4ing the ottles in the plant. The compan3 pa3s freight according to distance and load. It has a polic3 of pa3ing freight according to load sla s . destination.

NE! PROD'C% DE+E"OP$EN% &N COCACO"A 7

&N%ROD'C%&ON A*O'% NE! PROD'C% DE+E"OP$EN% )
"roduct de4elopment is the process of designing1 creating1 and mar:eting an idea or product. The product can either e one that is ne2 to the mar:etplace or one that is ne2 to 3our particular compan31 or1 an e9isting product that has een impro4ed. In man3 instances a product 2ill e la eled ne2 and impro4ed 2hen su stantial changes ha4e een made.

%1e Product Development Process

All product de4elopment goes through a similar planning process. Although the process is a continuous one1 it is crucial that companies stand ac: after each step and e4aluate 2hether the ne2 product is 2orth the in4estment to continue. That e4aluation should e ased on a specific set of o ;ecti4e criteria1 not someoneHs gut feeling. $4en if the product is 2onderful1 if no one u3s it the compan3 2ill not ma:e a profit.

Brainstorming and de4eloping a concept is the first step in product de4elopment.

,nce an idea is generated1 it is important to determine 2hether there is a mar:et for the product1 2hat the target mar:et is1 and 2hether the idea 2ill e profita le1 as 2ell as 2hether it is feasi le from an engineering and financial standpoint. ,nce the product is determined to e feasi le1 the idea or concept is tested on a small sample of customers 2ithin the target mar:et.

New Product Development Process* O O O O O O O &dea #eneration and Screenin< Concept Development and %estin< $arketin< Strate<6 *usiness Anal6sis Product Development %est $arketin< CommercialiAation

Step 80 &dea #eneration Simpl3 ha4ing an <idea= is 2orthless))3ou need to ha4e proof of 2hen 3ou came up 2ith the idea for 3our in4ention. 0rite do2n e4er3thing 3ou can thin: of that relates to 3our in4ention1 from 2hat it is and ho2 it 2or:s to ho2 3ou7ll ma:e and mar:et it. This is the first step to patenting 3our idea and :eeping it from eing stolen. *ou74e pro a l3 heard a out the <poor man7s patent=))2riting 3our idea do2n and mailing it to 3ourself in a sealed en4elope so 3ou ha4e dated proof of 3our in4ention7s conception. This is unrelia le and unli:el3 to hold up in court. 0rite 3our idea do2n in an in4entor7s ;ournal and ha4e it signed 3 a 2itness. This ;ournal 2ill ecome 3our i le throughout the patent process. An in4entorHs ;ournal can 3 any ound note oo: 2hose pages are num ered consecuti4el3

and canHt e remo4ed or reinserted. *ou can find speciall3 designed in4entorHs ;ournals at oo:stores (tr3 &olo "ress or the Boo: %actor3 to start)1 or 3ou can sa4e mone3 and purchase a generic note oo: an32here the3Hre sold1 such as the grocer3 store1 office suppl3 store1 stationar3 store1 etc

S6stematic Searc1 5or New Product &deas

&nternal sources Customers Competitors Distri2utors Suppliers

Step ;0 &dea Screenin<

Criteria Process to spot <ood ideas and drop poor ones P $arket SiAe P Product Price P Development %ime & Costs P $anu5acturin< Costs P Rate o5 Return

Step ?0 Concept Development & %estin<

?0 ?0 C1o C1o ose ose t1e t1e *est *est One One

80 80 Develop Develop Product Product &deas &deasinto into Alternativ Alternativ e e Product Product Concepts Concepts ;0 ;0 Concept Concept %estin< %estin<-%est %estt1e t1e Product Product Concepts Concepts wit1 wit1 #roups #roups o5 o5%ar<et %ar<et Customers Customers

Step @0 $arketin< Strate<6 Development

Part Part One One -- Overall7 Overall7

%ar<et %ar<et $arket $arket Planned Planned Product Product Positionin< Positionin< Sales Sales & & Pro5it Pro5it #oals #oals $arket $arket S1are S1are

Part Part %wo %wo -- S1ort-%erm7 S1ort-%erm7

ProductCs ProductCs Planned Planned Price Price Distri2ution Distri2ution $arketin< $arketin< *ud<et *ud<et

Part Part %1ree %1ree -- "on<-%erm7 "on<-%erm7

Sales Sales & & Pro5it Pro5it #oals #oals $arketin< $arketin< $i= $i= Strate<6 Strate<6

Step F0 *usiness Anal6sisAfter management de4elop the product concept and mar:eting strateg3 1 it can e4aluate the proposal7s usiness attracti4eness management needs to prepare sales 1cost and profit pro;ection to determine 2hether the3 satisf3 compan3 .As ne2 information comes in the usiness anal3sis 2ill undergo re4ision and e9pansion. In usiness anal3sis doing a estimating total sales and estimating cost and profits in usiness.

*usiness Anal6sis
- Review o5 Product Sales, Costs, -and Pro5its Projections to See i5 -%1e6 $eet Compan6 O2jectives Step :0 Product Development%1e ne=t sta<e o5 new product development is product development0 %1e jo2 o5 translatin< target customer re>uirement into a 2or:ing protot3pe is helped d3 a set of method :no2n as /ualit3 Deplo3ment. The methodolog3 ta:es the list of Desired cutomers attri utes generated 3 mar:et research and them into a list of engineering attri utes can e use a engineers.

The research and de4elopment department 2ill de4elop one or more ph3sical 4ersions of the product concept.

Step L7 $arket %estin<7

After management is satisfied 2ith functional and ps3chologoical performance1 the product read3 to e dressed up 2ith a rand name and

pac:aging and put into a mar:et test.The ne2 product is introduced into an authentic setting to learn ho2 large the mar:et is and ho2 consumers and dealers to handling using and repurchasing the product .

The amount of mar:et testing is influenced 3 the in4estment cost and ris: on the one hand 1and the time pressutre and research cost on the other .(igh in4estment 6high ris: products.

Step 9- CommercialiAationIf the compan3 goes a head 2ith commerciali8ation it 2ill face its largest cost to date the compan3 2ill ha4e to contract for manufacture or uild or rent a full scale manufacturing facilit3

&e2 "roduct ,pporrtunit3

!nderstanding the customers and the mar:et. $conomic change rigs a out economic de4elopment increase in the income in the long run ut economic c3cles and price changes in the short run.

 Sociological and de4elopment changes ma3 appear in such factors as decreasing famil3 si8e.The trend affects the preference for products and ser4ices. Technological changes ma:e changes in the product features and inno4ation. "olitical legal change rings a out ne2 trade agreement and go4ernment contract.

&e2 product de4elopment s3stem

An effecti4e product strateg3 lin:s product decisions 2ith cash flo21mar:et d3namics 1product life)c3cle and organi8ation capa ilities .A compan3 must ha4e cash for product de4elopment understand the changes ta:ing place in the mar:et and ha4e the necessar3 talent and resource for product de4elopment.

"roduct de4elopment stages Ideas for man3 sources [ Does the firm ha4e a ilit3 to carr3 out the idea [ Customer re>uirement to 2in orders. [ %uctional Specification.

[ "roduct Specification [ Design #e4ie2 Are these product Spections the est 0a3 to meet customer e9pectationX [ Test mar:et does the product meet customer $9pectationX [ Introduction [ $4aluations

Issues for product design

#o ust design)F Means that the product is designed so that small 4ariation in production or assem l3 does not affect the product. Modular design)F "roduct design in easil3 segmented components are :no2n as modular design .Modular design offer fle9i ilit3 to production and mar:eting as it ma:es change easier. Computer aided design)F Is the use of computer to interacti4el3 design product and prepare engineering documentation 1CAD soft2are allo2s designers to sa4e time and mone3 3 shortening de4elopment c3cles for all product. Computer aided manufacturing)F #efers to the use of Speciali8ed computer programs to direct and control manufactering e>uipment.

NE! PROD'C% OF CO$PAN)

Coca)Cola India refreshes millions of consumers throughout the countr3 .The compan3 launch the ne2 product in DJA ML e9press pac: and ?.BJ Lt I %ridge "ac: in1 Coca)Cola1 Thums !p1 %anta1 Limca1 Sprite1 Maa8a1 introduced Minute Maid "ulp3 ,range1 and and also

Minute Maid &im u %resh in

duration of BAAI)BA?A. The compan3 has in4ested more than !SS ? illion in its Indian operations1 emerging as one of the countr3Hs top international in4estors. In)addition the compan37s ?1JA1AAA people in India. usiness operations also engage appro9imatel3

Coke to launch 350 ml packs for people on-the-move

"aunc1in< Date7 ;GG9-GH-;H

Place7 &e2 Delhi 'lo al e4erages firm Coca Cola is planning to introduce DJA ml pac:s of most of its ma;or rands1 including Coca Cola1 Diet Co:e1 Thumps !p and Ma8aa1 in a id to attract on)the)mo4e consumers ahead of the e9pected sales drop in the 2inter. The compan3 has alread3 introduced the ne2 \press DJA ml pac: for its Sprite rand and plans to e9pand it to other products in a phased manner. P\press DJA ml pac: to e also made a4aila le in Coca)Cola1 Diet Co:e1 Thumps !p1 Maa8a and Kinle3 Clu Soda in the first phase follo2ed 3 %anta1 Limca and Minute Maid "ulp3 ,range in the second phase1P. PThe Sprite \press pac:aging inno4ation 2ill e the perfect complement to the on) the)mo4e lifest3les of toda3Hs 3outh and it 2ill further strengthen the rands 3outh connect1P "aunc1 a product in t1e 5ollowin< place in india The latest pac:aging 2ould e a4aila le in select mar:ets including Delhi and &C#1 Bangalore1 Mum ai1 "une1 'oa1 Gaipur1 Ahmeda ad1 Godhpur and !daipur. The compan3 2ill also launch a special campaign titled HSeedhi Baat1 &o Ba:2aasH to promote its latest format. The integrated campaign 2ould focus on out)of)home media through location) specific creati4es in spots li:e shopping malls1 par:ing areas and hang)out 8ones.

Co:e in DJA ML
Price Availa2ilit67 $odel7$RP $anu5acturer7 Avera<e Ratin<7 Rs0 8L &n stock 890GG CO E Not rated0

%('$PS 'P ?FG $"

%1ums up is t1e leadin< car2onated so5t drink and trusted 2rand It is :no2n for it7s strong fi883 taste and it1s confident1 mature and uni>uel3 masculine attitude. This rand clearl3 see:s to separate the men from the o3s.
Price Availa2ilit67 $odel7$RP $anu5acturer7 Avera<e Ratin<7 Rs0 8L &n stock 890GG %1umps 'p Not rated0

SPR&%E

?FG $"

Sprite \press pac: ) a DJA ml on)the)go pac:aging inno4ation1 priced at #s.?J Launched last 3ear uilds a stronger connect 2ith the 3outh1 2ho are al2a3s on The loo:out of opportunities to mo4e up the ladder. The3 prefer Sprite simpl3 ecause of its unmatched thirst >uenching a ilit3 and stating facts as the3 are 6 eedhi %aat &#o %akwaas& Clear 'ai(!

Coke to launc1 80;F "tr Frid<e pack

Coca)Cola India7s inno4ati4e ?.BJ liter %ridge "ac:. The inno4ation1 ac:ed 3 e9tensi4e research has een speciall3 designed for Indian consumers. It is aptl3 called the <%ridge "ac:= as it easil3 fits into an3 a4erage si8e refrigerator o2ned 3 most families. To further strengthen consumer connect especiall3 2ithin the in)home segment1 Coca)Cola India has e9tended its latest pac:aging inno4ation across its entire spar:ling e4erage portfolio i.e. Coca)Cola1 Thums !p1 Sprite1 %anta1 Limca.

%irst launched in select mar:ets of Delhi1 Mum ai1 &asi: and states li:e 'u;arat and ,rissa1 the %ridge "ac: has een a runa2a3 success 2ithin B months of its launch in end March 5AI. &o2 as part of the J million milestone cele ration1 Coca)Cola India toda3 announced plans to &ATI,&ALL* roll out the ?.BJ liter %ridge "ac: across all mar:ets.

According to +en:atesh Kini1 +ice)"resident1 Mar:eting1 Coca)Cola India1 <Inno4ation has al2a3s een the hallmar: of Coca)Cola7s usiness strateg3 in India. 0ith the trend of in)home consumption of read3 to drin: pac:aged e4erages on the rise1 the success of the inno4ati4e ?.BJ liter fridge pac: is e9citing. It is heartening to see the pac:aging inno4ation cross the J million milestone 2ithin B months of its launch in select mar:ets. The challenge no2 is to e9tend the enefits offered 3 the fridge pac: to ma9imum num er of

consumers. 0e are no2 in the process of rolling out this latest inno4ation in a phased manner nationall31 across our entire portfolio of spar:ling rands.= e4erage

Advanta<es7
The %ridge "ac:1 comes loaded 2ith numerous advanta<es for consumers) e it the con4enience to store in an a4erage si8e refrigerator1 pro4ide an ideal ser4ing for one occasion consumption for E)J people. In)addition1 the pac:aging inno4ation also pro4ides for etter fi88 retention and at #s DJ offers real 4alue for mone3. The compan3 has een launch the fridge pac: in Coca 6Cola 1Thums up 1 Sprite1%anta 1 Limca.

Sprite

Thums Up

India7s largest selling Soft Drin:

rand in the clear lime segment1 orange

segment1cola section. is all set to un4eil its latest communication ) )ridge Mein Jayega %ade *aam Ayega on In.Com for the %I#ST timeon August1 I1 BAA@. New Del1i7 Coca)Cola in India announced on Saturda3 the launch of the latest communication initiati4e for Sprite 6 India7s largest selling Soft Drin: rand in the clear lime segment. The initiati4e )ridge Mein Jayega %ade *aam Ayega (fits in 3our %ridge1 comes in hand3 in e4er3da3 life) for the inno4ati4e ?.BJ liter %ridge "ac: has een designed to strengthen Sprite7s consumer connect in the

segment of in)home consumption. The ?.BJ liter %ridge "ac: ) a pac:aging inno4ation ) comes loaded 2ith numerous ad4antages for consumers) e it the con4enience to store in an a4erage si8e refrigerator or pro4iding an ideal ser4ing for one occasion consumption for E)J people.

According to Mr. Srini4as Murth3 6 'eneral Manager1 Mar:eting (%la4ors) at Coca)Cola India1 <"ac:aging inno4ation has al2a3s added a ne2 dimension to the 2hole e9perience of ha4ing a soft drin:1 ma:ing it far more con4enient for consumption and also offering etter 4alue for mone3. 0ith the trend of in)home consumption of read3 to drin: pac:aged e4erages on the rise1 the con4enient ?.BJ liter fridge pac: offers immense enefits to the consumers. The ne2

communication initiati4e depicts the con4enience of this pac: through a creati4e rendition that is peculiar to rand Sprite .The strateg3 includes uilding a

stronger connect 2ith the 3outh1 2ho prefer Sprite simpl3

ecause of its

unmatched thirst >uenching a ilit3 and its refreshingl3 honest attitude. The clutter rea:ing inno4ati4e initiati4e is designed to ring out the no nonsense and unpretentious attitude of Sprite. Le4eraging the online platform1 Sprite 2ill also launch an e9citing consumer contest on In.Com on August O1 5A@1 a da3 prior to the ,nline "remier of the communication for its inno4ati4e ?.BJ liter %ridge "ac:.

"evera<in< t1e Di<ital plat5orm

Le4eraging the online platform1 Sprite 2ill also launch an e9citing consumer contest on In.Com1 a da3 prior to the ,nline "remier of the communication for its inno4ati4e ?.BJ liter %ridge "ac:. As part of the communication1 Consumers get an opportunit3 to predict the entire plot of the communication ;ust 3 4ie2ing the T+C for the initial I seconds. The consumers are e9pected to predict the 2a3 for2ard for the protagonist 2ho uses a %ridge "ac: to find a 2a3 for his dinner. K luc:3 consumers selected from a computer generated luc:3 dra2 2ith the correct ans2ers 2in &o:ia Multimedia "hones.

Minute Maid puppl3 ,range

$inute $aid is a product line of e4erages1 usuall3 associated 2ith lorange ;uice1 ut no2 e9tends to soft drin:s of man3 :inds1 including (i)C. Minute Maid is sold under Capp3 rand . . Minute Maid 2as the first compan3 to mar:et orange ;uice concentrate1 allo2ing it to e distri uted throughout the !nited States and ser4ed 3ear)round. The Minute Maid compan3 is no2 o2ned 3 The Coca)Cola Compan31 and is the 2orldHs largest mar:eter of fruit ;uices and drin:s. The firm opened its head>uarters in Sugar Land To2n S>uare in Sugar Land1 Te9as1 !nited States1 on %e ruar3 ?K1 BAA@T pre4iousl3 it 2as

The Minute Maid compan3 2as purchased 3 Coca)Cola in ?@KA In ?@KO1 Minute Maid relocated to (ouston1 Te9as1 and is ;oined 2ith Duncan %oods to form the Coca)Cola %oods di4ision.

In ?@OA1 the compan3 2as in4ol4ed in a scandal in the !nited States a out ad housing1 often referred to as Psla4e >uarters1P and 2or:ing conditions of Minute Maid farm la orers in %lorida. The !nited %arm 0or:ers stepped in to support the 2or:ers. &BC reported on the issue in a ?@OA documentar3 called Chet 'untley+s Migrant, An #%C -hite .aper In response to the ad press and a o3cott in %lorida1 the compan3 esta lished a program that impro4ed the 2or:ersH situation In ?@OD1 the compan3 released its first read3)to)drin:1 chilled orange ;uice product in the !nited States1 entering an Porange ;uice 2arP 2ith Tropicana In ?@@K1 the name 2as changed from $inute $aid Corp0 to %1e $inute $aid Compan6 The Coca)Cola Compan3 sold its Minute Maid orange gro4es in %lorida in ?@@O. The !nited %arm 0or:ers again too: the side of the orange gro2ers during this time In BAA?1 the Minute Maid di4ision of Coca)Cola launched the Simpl3 ,range rand. In BAAB1 Minute Maid ought the naming rights to re) rand the (ouston Astros allpar: from $nron %ield to Minute Maid "ar: In BAAD1 Minute MaidHs di4ision full3 merges 2ith Coca)Cola &orth America

&t is actuall3 a Minute made pulp3 orange 1 2hich is 4er3 eas3 to prepare 3 mi9ing 2ater in it and its pac:ing in the mar:et are F EAA ml pet ottle ?BAA ml pet ottle.

$inute $aid Nim2u Fres1

#iding on the success of Minute Maid "ulp3 ,range1 Coca)Cola in India toda3 announced the launch of its latest product inno4ation under the Minute Maid rand um rella. The ne2 $inute $aid Nim2u Fres1 is a trul3 refreshing lemon ;uice) ased drin: 2ith no added preser4ati4e or added color. The latest offering is a lemon ;uice) ased drin: from the Coca)Cola Compan3Hs (TCCC) sta le de4eloped especiall3 for consumers in India. Minute Maid &im u %resh is made out of great >ualit3 fresh lemon ;uice concentrate1 pro4iding consumers 2ith a great refreshing e9perience ) ;ust li:e natural1 home)made 5nim u paniH.

PInno4ation has al2a3s een the hallmar: of Coca)ColaHs usiness strateg3 in India. The launch of Minute Maid &im u %resh is the latest e9ample. "art of a phased launch1 the latest product inno4ation 2ould e first made a4aila le to consumers across the state of Tamil &adu. As part of the same process1 o4er the ne9t t2o months1 Minute Maid &im u %resh 2ould e retailed across DJ1AAA outlets in the state follo2ed 3 a nation)2ide launch later this 3earP1 said %0 ris1nakumar, CEO, (industan Coca-Cola *evera<es Pvt0 "td at the press conference in Chennai ..

The latest inno4ation 3 Coca)Cola in India is targeted at consumers across all age groups 2ho are on the loo:out for a naturall3 refreshing ;uice drin:. The inno4ati4e consumer proposition of Minute Maid &im u %resh especiall3 formulated to offer a refreshing e9perience is est e9plained 3 the randHs tagline 6 5*ilkul #1ar -aisaH (;ust li:e home).

P0e at Coca)Cola India are constantl3 tr3ing to find ne2 2a3s to delight and refresh our consumers. It gi4es me immense pleasure to announce the launch of Minute Maid &im u %resh1 a refreshing lemon ;uice) ased drin: de4eloped especiall3 for Indian consumers said Ricardo Fort, +ice President, $arketin<, Coca-Cola &ndia at t1e launc10 PThe roll out of the latest inno4ation has een designed to further e9tend the compan3Hs mar:et leadership in the ;uice drin: segment.P

Minute Maid &im u %resh is eing made a4aila le in t2o pac: si8es ) on)the)go EAA ml "$T and ? liter "$T all afforda l3 priced at #s ?J and #s EA respecti4el3. Coca)Cola in India currentl3 en;o3s mar:et leadership in the ;uice drin: segment 2ith rand Maa8a (no.? mango ;uice drin: in the countr3) and Minute Maid "ulp3 ,range (no.? orange ;uice drin: in the countr3). 0ith the launch of Minute Maid &im u %resh1 Coca)Cola in India is all set to further e9tend its leadership in this fast gro2ing segment.

R E D (RIGHT EXECUTION DAILY)

J.?F #$D 2or:s on t2o categories ?) T3pe of ,utlets RED works on two cate<ories ?).T3pe of outlets B) +olume of ,utlet 80 %6pe o5 Outlet 3C1annel4

3A4 #ROCER) S%ORE

'rocer3 (customer profile)F Store stoc:ing a 4ariet3 of regular uses household items. The channels pro4ide an opportunit3 for penetration as it propels home consumption. It includes all :ar3ana stores1 departmental stores1 supermar:ets1 pro4ision stores etc. &ecessar3 A4aila ilit3 ) B liter and DAAml

3* 4 EA%&N# & DR&N &N# C(ANNE"

$ating and Drin:ing ChannelF ,utlets range from the high)end restaurants to the smaller dha as. These outlets offer multiple ,pportunit3 to effect sales as people usuall3 order something to drin: along 2ith food. It includes ) #estaurants ) Bars and "u s

) Dha as

3C 4 CON+&ENCE C(ANNE"
Pan>2idi s1ops 3customer pro5ile4 F This segment includes "A& BIDDI outlets that stoc: cigarettes1 mint1 confectionar3. It co4ers STDQISD phone ooths1 tra4el channel etc. Small outlets that mainl3 sell BAAml or DAAml ottles. The3 ma3 also sell KAAml.

4& +O"'$E OF O'%"E%S

Diamond 7 Silver 7 M 9GG cs ;GG-@HH cs #old 7 *ronAe FGG-LHH cs 7 N ;GG cs

-a!ket Segmentation model

C(ANNE" C"'S%ER
*ased on consumption occasion

+isi-cooler presence & condition +isi-cooler position, displa6 & *rand Order Compliance

!nder #$D mar:et de4eloper has to ensure that shop:eeper must displa3 all products. Displa3 ma3 e in the form of Shelf Displa31 Ta le Top Displa3 etc. All products must e displa3ed in rand order CO"Oi0e0 Co:e1 Thums up1

Limca1 Sprite1 %anta1 Maa8a1 Minute Maid "ulp3 ,range1 Kinle3 (mineral 2ater . Soda 2ater).

F0;0@0 Activation Elements

Mar:et de4eloper must ensure that all these acti4ation elements must a4aila le at all the outlets. Detail of acti4ation elements must a4aila le at '#,C$#* ST,#$SF ?. 0A#M DIS"LA* #ACK B. S($L% DIS"LA*

OP%&ONA" E"E$EN%S7?. STA&D$$ B. %LA&'$ D. SI\ M,BIL$ (A&'$# E. +ISI C,,L$# B#A&D ST#I"

AC%&+A%&ON E"E$EN%S FOR E&D780 C,MB, STA&D$$ ;0 %LA&'$ ,# STA&D$$ ,# 'SB ?0 B#A&D$D TABL$ MAT @0 M$&! B,A#D ,# M$&! CA#D

OP%&ONA" E"E$EN%S780 0A#M DIS"LA* #ACK ;0 TABL$ T," #ACK ?0 T$&T CA#D

AC%&+A%&ON E"E$EN%S FOR CON+EN&ENCE75& WARM DISPLAY RACK OR 3 TIER RACK 4& FLANGE OR STANDEE 6& AERIAL MOBILE HANGER

OP%&ONA" E"E$EN%S7?. TABL$ T," DIS"LA*

RED SCOR&N# S(EE% ;GGH, A"" C(ANNE"S A"& +PO C"ASS Q N( D VISICOOLER 3. :. L. 7. @. 4. ?. 2. S/-t(t ! AVAILABILITY 9. S. %'in# "(6t *%in' ASSDB in&!/*in# "(* :88 (% L88 +! ADi +(n*RG(!* C(! TLB Si!0$% AC(! T:B S. %'in# "(6t *%in' ASSDB in&!/*in# "(* M(-i!$ .$t @88R488 M! Di+(n* AC(! T LB G(!* AC(! T:B Si!0$% AC(! T3B U.%$"" L@8 M! Di +(n*RG(!*AS.%it$ T:B Si!0$%ASi!0$%T3B An1 J/i&$ RGB A:88R:@8 ML n1 J/i&$ T$t% B M(-i!$ J/i&$ ADi +(n*RG(!* : 6! 0(/%B Si!0$% A3 6! 0(/%B J/i&$ ! %#$ P$t ADi +(n*RG(!* : 6! 0(/%"B L %#$ P$t 3.:@ Lt%R3.@ Lt%R: Lt%R:.:@ Lt% in&!/*in# "(* ADi +(n* AC(! TLB G(!* AC(! T:B Si!0$% AC(! T3B W t$% A$it,$% @88 +! (% 3 !t%B S/- T(t ! ACTIVATION E&D 34. B% n*$* M$n/ & %*" )it, KO -$0$% #$" +$n/A t !$ "t @ +$n/ & %*"B M$n/ -( %* A t !$ "t 3B C(+-( $!$+$nt F! n#$RR( * St n*$$RF!$DRG!() "i#n -( %* A t !$ "t 3 (6 t,$ 6(/%B 38 38 38 38 38 38 38 I" C(& C(! Vi"i&((!$% .%$"$nt Ai6 n")$% i" n( "'i. C/$"ti(n :-2B I" t,$ Vi"i&((!$%RC,$"t " .$% "t n*$%*S Sti!!" C((!$% (/t!$t" (n!1B Ain *i +(n* E&D T1.$ 3 G S E&D T1.$ : D G S G%(&$%1 D G S C(n0$ni$n&$ D G S

4 3 @ 3 3 38 4 L8 :8

4 3

4 3

4 3

I" t,$ Vi"i&((!$% in t,$ P%i+$ .("iti(nS I" t,$ Vi"i&((!$% int( )(%'in# &(n*iti(nS I" t,$ Vi"i&((!$% in t,$ !i#,t )(%'in#S I" t,$ Vi"i&((!$% 388N ./%$S I" t,$ Vi"i&((!$% ",$!6 (%*$% &(+.!i nt S

@ : 3 38 4 L8 :8

@ : 3 38 4 L8 ::

@ 3 3 38 4 L8 L4

@ : 3 38 4 L8 L4

@ : 3 38 4 L8 78

@ 3 3 38 4 L8 4

@ : 3 38 4 L8 4

@ : 3 38 4 L8 34

@ 3 3 38 4 L8 :8

@ : 3 38 4 L8 :8

@ : 3 38 4 L8 ::

38.

34

34

34

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3:

3:

34

34

34

33. 3:. 3L. 37.

4 4

4 4

4 4

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L 4 4 3@

4 4

4 4

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3?.

B. +ISIC,,L$# B#A&D ST#I"

RED SCORE %RAC &N#

The performance of mar:et de4eloper is measured on the trac:ing. Trac:ing 2ill e done of the follo2ing "arametersF ?. +isi)cooler B. A4aila ilit3 D. Acti4ation $lements E. Bonus '#A&D T,TAL DA points JA points BA points AJ points ?AJ points asis of score

These ?AJ points are distri uted in 4arious "arameters e9plained in the follo2ing ta leF

RE* SC(R'N7 S1EE+

G%(&$%1

ACTIVATION

32.

T,%$$ ti$% % &' ./%$ & &, %#$* S,$!6 *i".! 1 t, n % &'B A(t,$%

39. C(n0$ni$n&$ :8. :3. ::.

T -!$ t(( *i".! 1 /nitR, n#in# % &'R $%i ! , n#$% S,$!6 Di".! 1 A(t,$% t, n % &'B F! n#$RR( * St n*$$RF!$DRG!() Si#n B( %*A t !$ "t 3 (6 t,$ 7B OBMRDnn'in# &(++/ni& ti(n S,(t L 7 L 7 L 7 L 7 L 7 L 7 L 7 L 7 L 7

@ @ L

@ @ L

A!! C, nn$!" :L. :7. L 7 L 7

A%$ .%i&$" (6 C(& C(! .%(*/&t" &(++/ni& t$* in &!$ % n* 0i"i-!$ + nn$%S

S/- T(t ! T(t ! B(n/" P(int" :@.

:8 388

:8 388

:8 388

:8 388

:8 388

:8 388

:8 388

:8 388

:8 388

:8 38 8

:8 388

BONUS

:4.

L %#$ P$tRF%i*#$ . &' -(n/"RDi +(n* AC(! TLB G(!* AC(! T:B Si!0$% AC(! T3B M(-i!$ ED.%$"" . &' -(n/" +(-i!$ *i +(n* A&(! TLB #(!* A&(! T:B Si!0$% A&(! T3B ED.%$"" A*i +(n*R#(!*R"i!0$% T: ".%it$ T3B

G% n* T(t !

?AJ

38@

38@

38@

38@

38@

38@

38@

38@

38 @

38@

O*-EC%&+ES OF RED
?. The main o ;ecti4e of this #$D pro;ect is to increase the sales of the compan3. B. The ne9t o ;ecti4e of this pro;ects is to ad4ertise the 4arious "roducts of the compan3. D. The main o ;ecti4e of #$D is to loo: out the retail outlets for the displa3s of compan3 products. E. To stud3 the channel anal3sis of Coca Cola through retail outlets in Kotd2ar. J. To stud3 the effecti4eness of ad4ertising products in the retail outlets and their correction to 4isuali8e through consumer.

Someone 1as ri<1tl6 said t1at

?. G, DIK(TA +, BIKTA (AI B. GIT&A DIK(TA (AI !T&A BIKTA (AI D. GAISA DIK(TA (AI +AISA BIKTA (AI

Findin<s And Anal6sis

S!O% ANA")S&S
S%REN#%(7 Coca)cola "otential rand position in the mar:et. 'ood >ualit3 and inno4ation of product for long term customers relations ship. 'ood ad4ertising campaign1 and rand am assador. Ad4ertisement campaign more effecti4e and change punch line ma:e. $motional touch 2ith customers and retail. (igh in4estment in research and de4elopment. Coca)cola has a good mar:et share. Segment of co:e product to e4er3 age group. To satisf3 of retail or through schemes S'A1 displa3.

!EA NESS7
Lac: of proper distri ution in man3 areas. Lac: a4aila ilit3 ? it and ?.J it product pac:. Lac: suppl3 of Kinle3 2ater in the mar:et. #ising &o. of date dealers that 2ill 2rong effect in mar:et condition. #etailers are not getting schemes at the time. &o distri ute enough signage to retailers.

Opportunit67

 Co:e is a le to capture large mar:et share. More monopol3 countries of co:e rand. To impro4e mar:et mi9 ("roduct1 price1 promotion1 place) To increase the sale of :inle3 2ater.

%1reats7
"epsi is the ma;or competitors1 that means 2atch m3opia in the mar:et e4er3 time. "epsi ha4e captured ma;or mar:et of JAAML1 ?.J and BLT #etailers di4ert to pepsi ecause the3 are getting good schemes and S'A signage. Increase local rand in the mar:et.

Field E8pe!ience
The success of an3 sur4e3 depends upon the >ualit3 and integrit3 of the sur4e3 or 2ho collect the asic data 3 e9pressing the su ;ect under the stud3 and on the respondent 2ho pro4ides the data re>uired 3 filling up the

>uestionnaire. The accurac3 of the data collected solel3 depends upon the cooperation and truthfulness of the person 2ho is eing inter4ie2ed.

Keeping this in mind i ha4e tried m3 est to collect the relia le data. During this process .I came across a 4ariet3 of e9periences some interesting and some itter ones.

After :no2ing the utilit3 of the sur4e3 some of the respondent filled up this >uestionnaire sincerel3 2hereas some of the other 2as not interested in it. (o2 e4er most of respond 2ere friendl3 and cooperati4e and 2illingl3 filled up the /uestionnaire 2ith utmost sincerit3 and to est. of their :no2ledge. Barring fe2 e9ceptions I had a pleasant time 2ith respondent .I hope that the #espondent did not feel the inter4ie2 insipid and oring.

I got the opportunit3 to interact 2ith different people of different areas in The (industan coca)cola ad;oining region li:e1 e4erages "4t. Ltd. &a;i a ad Distt. Bi;nor and

O%D!AR0

RESEARC( $E%(ODO"O#)
"ro;ect #$D is a li4e pro;ect. It can roadl3 e classified in t2o stages1 2hich can e descri ed as follo2s.

/nitial 0tage*#
This stage comprises of "roduct Kno2ledge and "rocess Kno2ledge. The product :no2ledge means the :no2ledge of e4er3 product and its 4ariants offered 3 the compan3) The "rocess Kno2ledge means the :no2ledge a out the distri ution of the product and its 4ariants from the sales depot to the different retailers of the cit3. The actual :no2ledge a out the product and the process 2as attained 2ith the help of #oute #iding. #oute #iding means to 4isit different outlets on the commuting 4ehicle (4ehicle 2hich carries co:e product from depot to different outlets) along 2ith salesman. B3 the route riding it is 4er3 eas3 to grasp and understand ho2 the cola mar:et actuall3 2or:s. #oute riding ela orated the factors influencing the cola mar:et and pro4ided the information a out the competitor7s strategies and schemes 2hich the3 offer to the retailers in order to gain ad4antage. #etailer7s grie4ances 2ere est :no2n 2ith the help of route riding through personal interaction. Also 2ith route riding an3 one can :no2 a out the sales status of an outlet on a dail3 asis. Later stage* This stage comprises of the serious implementation of the pro;ect #$D in the area of Kotd2ar. To ensure effecti4e and fruitful implementation of the campaign1 mar:et de4elopers (M.D.) 2ere appointed 3 the compan3. Mar:et

De4elopers carried the responsi ilit3 to handle all the acti4ities under the #.$.D. campaign. The first step in4ol4ed in this stage 2as to select the outlets 2here the campaign has to e implemented. The outlets are selected on the asis of some parameters li:e annual sale of the outlet1 t3pe of the outlet1 space a4aila le at the outlet etc. Total a4aila le mar:et 2as mainl3 segmented on t2o parameters1 2hich are gi4en elo2 on the ne9t page.

3804

Outlet volume
,n asis of outlet 4olume outlets are di4ided into e main t3pes.

3a4 Diamond7 This categor3 includes those outlets 2hose annual sale is more than IAA crates.

( .) #old 7This categor3 includes those outlets 2hose annual sale is from JAA to O@@ crates. 3c04 Silver 7This categor3 includes those outlets 2hose annual sales is from BAA to E@@ crates. A:.B Channel clu te!

,n asis of channel cluster outlets are di4ided into D main t3pes.

3a04 #rocer6 7These outlets are primaril3 engaged in retailing of food and 4arious household items. It includes grocers (outlets dealing mainl3 in grains1 pro4ision1 spices1 edi le1 oil etc.)1 and general stores.

3204 E & D
($ating and Drin:ing)F) ,utlets selling items to eat 2hich are eing coo:ed 2ithin outlet1 made at the outlet 2ith possi ilit3 of consuming those products 2ithin the outlet. The outlet ma3 ha4e a place to sit. It includes Ba:er31 s2eets shop1 #estaurant1 Bars1 Guice centers1 Ice cream parlor.

A&.B

Convenience7 -

It includes outlets 2hich are small stores or shops1

generall3 accessi le locall3. These are often located alongside of us3 roads. It includes Chemists1 STD ooths1 "an Shops etc. After the identification of the outlet on the pre specified norms1 the total area of Kotd2ar mar:et 2as fragmented and each fragmented su loo:ed after 3 the mar:et de4elopers appointed had his permanent ;ourne3 plan mar:et 2as to e 3 the compan3. $ach M.D.

$) RO"E &N PRO-EC% DREDE

/-+L1-1&!A!/2& 6 %irst and foremost tas: for me 2as to implement the pro;ect in the gi4en area 2ith the support of MD7s (MA#K$T D$+$L,"$#). +arious norms for different outlets had een fi9ed ut their implementation 2as 4er3 important. Different areas 2ere assigned to me in 2hich I implemented #$D and these areas are further 4isited 3 4arious higher.
NAME TOWN VISICOOLE R AVAILABILITY (BRANDS IN No.s) ACTIVATION S ( % E A " * F $O*&" " RA D E E C & (AN# S ER % P O " P A )

S0NO0

NA$E OF O'%"E%S

AREA

C(AN NE"

CA%0

PR&$ E "OCA %&ON

P' R&% )

R# *

: ; G " G t $ r "

R # * -'& CE $ $ A O* A &"E . A

'& C E P E %

TOTAL SIGNATURE OF ASM SIGNATURE OF ASM SIGNATURE OF SE SIGNATURE OF MARKET DEVELOPER

SIGNATURE OF DGM / SM

SIGNATURE OF SE

/-+L1-1&!A!/2& 6 %irst and foremost tas: for me 2as to implement the

pro;ect in the gi4en area 2ith the support of MD7s (MA#K$T D$+$L,"$#). +arious norms for different outlets had een fi9ed ut their implementation 2as 4er3 important. Different areas 2ere assigned to me in 2hich I implemented #$D and these areas are further 4isited (%# niF ti(n. I measured the performance of sales team and distri utors (under #$D) in outlets 0ith respect to all parameters of e9ecution. I ha4e to chec: the stoc:1 that is a4aila le in the shop1 then I ha4e to ma:e a report1 and send to me team leader1 the format of the report is that. 3 4arious higher officials (6 t,$

$AR E% A'D&%&N# 3%RAC &N# PERFOR$ANCE4 6 Trac:ing performance of the MD of corresponding area 2as also m3 responsi ilit3. I had to score him on fi9ed norms (#$D SC,#I&' S($$T) and also gi4e the feed ac: on his performance.

F&ND&N# "OOP(O"ES 6 %inding loopholes in the s3stem li:e a sence of co)ordination et2een MD7s and SAL$S T$AM and report to higher

officials (Mr. Kamal Sharma) and D'M (SAL$S).

*RAND CON%AC% - I had to interact regularl3 2ith shop:eepers to :no2 their grie4ances and sol4e them. If I could sol4e them then I reported them to m3 compan3 guide1 else he suggested me the alternati4es.

A+A&"A*&"%) - I also need to gi4e compan3 Dail3 a4aila ilit3 report of Kotd2ar of 4arious rands.

F&ND&N#S OF PRO-EC%
?). According to the demand of outlet o2ners1 deli4er3 of products are not Made a4aila le in the outlets. B). $fficient rands of coca 6 cola are not a4aila le in outlets. D). Sales people and deli4er3 persons do not 4isit the outlets on a regular asis. E). Ad4ertisement materials are not a4aila le in the right time at the right place i.e. Different Channels li:e 'rocer31 Con4enience1 $.D. J). Man3 outlet o2ners ha4e complains on improperl3 2or:ing +ISIC,,L$# i.e. its cooling Capacit3 is lo2 or its lights are not 2or:ing. K). Improper management is seen as &o mechanics 4isit the outlets despite of Complaints issued 3 outlet o2ners O). +isicoolers are not placed at their "rime locations in man3 outlets I). Man3 outlet o2ners e9press deep in satisfaction to2ards coca)cola as the3 do not get An3 "ri8e or Cash discount as the3 recei4e from other companies.

RECO$$ENDA%&ONS
80 Deli4er3 position should e maintained to get good return from the mar:et. ;0 The compan3 must tr3 to ma:e different rands of Coca)Cola a4aila le at e4er3 retail outlet 2hether it is large or small1 other2ise the consumer ma3 go for su stitute. ?0 Sales "eople and deli4er3 persons should properl3 monitor the mar:et 2hether stoc:s are a4aila le and are properl3 utili8ed in the mar:et or not. @0 If Sign oardsQDispla3 oards are costl3 then 2e can pro4ide them alternate arrangements li:e 2all paintings and posters. F0 0e can pro4ide them eautiful displa3 rac:s1 ta lemats1 menu)cards etc1

containing the trademar: and rand name of the compan3. :0 Displa3 material should e pro4ided to the retailers on more regular asis to increase the sales le4el. L0 Maintenance 2or: of refrigerator must e impro4ed. I. The compan3 should ta:e steps to replace damaged or un)sella le Coca) Cola goods fre>uentl3 from the retailers. @. The Compan3 emplo3ees should ma:e direct contact 2ith the consumers1 so that the3 ma3 a2are 2ith real situation of the mar:et and consumers attitude to2ards the product. %or this the3 can arrange a2areness camps in different locations.?A. At e4er3 petrol)pump 2e should install %ountain

Machine. It 2ill

e helpful in generating impulse purchase and also as

a2areness a out the products of the compan3 among the consumers.

"&$&%A%&ONS OF %(E CA$PA&#N

?. ,ut of nearl3 KJA total coca cola selling outlets 2ere selected 3 the compan3 (These selected outlets had a 4er3 high 4olume of sales of coca cola . its different rands. To maintain all the rands in the re>uired orientation Brand pac: ,rder 2as 4er3 tough). B. Man3 of the retailers 2ere reluctant to :eep there 4isicoolers pure or in the rand pac: order 2ithout an3 genuine reason. The3 2ere hesitant

prescri ed

e4en in allo2ing the compan3 appointed MD7s to pure their 4Qc7s. The3 2anted to :eep the products in the 2a3 con4enient to them.

D.

$ach retail counter e9hi ited a different sales scenario. In some shops the ottles 2ere in high

sales of #.'.B. Scaled heights 2hereas in others pet

demand. Due to this influencing factor the retailers 2ere tentati4e to stoc: the prescri ed product 4ariants.

E. Time constraint)the campaign #.$.D 2as designed to e implemented o4er a period spanning one 3ear. Man3 aspects of the campaign are still left une9plored as the pro;ect highlights the anal3sis for the 2or: done for ?E 2ee:s.

CONC"'S&ON
#$D is a 2orld2ide pro;ect of C,CA C,LA Compan3. This pro;ect is pla3ing a 4er3 important role for the compan3. 0ith the help of this pro;ect1 sale of the compan3 has een increased. Because in this pro;ect there is one mar:et e on prime location1 all

de4eloper 2ho has to ensure that +isicooler must

rands must a4aila le1 all rands must displa3ed in rand order i.e. C,L,GK. All the acti4ation elements li:e 2arm displa3 rac:1 ta le top rac:1 standees etc must e a4aila le at all outlets come under #$D. All these elements help the compan3 in increasing the sales ecause ?. G, DIK(TA +, BIKTA (AI B. GIT&A DIK(TA (AI !T&A BIKTA (AI

D. GAISA DIK(TA (AI +AISA BIKTA (AI

Definitel3 2hen sales increase then profits also increases. 0ith the help of this pro;ect compan3 has increased its sale in Kotd2ar region and also compan3 can measure or chec: the performance of each franchises 2or:ing all o4er the 2orld 2ith C,CA C,LA C,M"A&*.

B'B$'(7RP1)
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