0 EXECUTIVE SUMMARY
The Non alcoholic soft drinks beverages are mainly classified in to Fruit and
Soft drinks.Soft drinks are further categorized in to two components such as
Carbonated and Non carbonated drinks.Carbonated drinks are Coca cola and
Pepsi.Fruit drinks are drinks purely made by fruits such as Frooty and Appy.etc.
The soft drinks markets will early 1990 was in India in hands of drastic players such as
MNC such as Coca cola and Pepsi .The products of Coca cola like Thumps
Up,Sprite ,Fanta,Maaza,Limca and Pepsi Products such as the Mountain
dew,Mirinda,,Dukes etc.
Soft drinks are available in glass bottles, aluminum cans and PET bottles for
home consumption. Fountains also dispense them in disposable containers Non-
alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks.
Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola,
lemon and oranges are carbonated drinks while mango drinks come under non
carbonated category.
The market can also be segmented on the basis of types of products into cola
products and non-cola products. Cola products account for nearly 61-62% of the total
soft drinks market. The brands that fall in this category are Pepsi, Coca- Cola, Thumps
Up, diet coke, Diet Pepsi etc. Non-cola segment which constitutes 36% can be divided
into 4 categories based on the types of flavors available, namely: Orange, Cloudy Lime,
Clear lime and Mango.
The government has adopted liberalized policies for the soft drink trade to give
the industry a boast and promote the Indian brands internationally. Although the import
and manufacture of international brands like Pepsi and Coke is enhanced in India the
local brands are being stabilized by advertisements, good quality and low cost.
Objective of study:
Design a template for Hindustan Coca Cola Beverages Ltd. For Cluster
activation to leverage the merchandising options available at the identified category of
outlet.
Methodology:
Outlets survey methods used in the study purposes. This is nothing but the
visiting the retail outlet and interviewing the retail outlet customers.Asking the market
problems of retail outlet customers and collecting present marketing datas such as how
many activation elements are present in the particular outlet.etc if no activation
elements in particular outlet providing the activation elements such as the advertising
banners,signage boards,counter top,to them.after the activation of the particular outlet
check the sales of the outlets.these methods used in the study.
India is home to one of the most ancient cultures in the world dating back over
5000 years .At the beginning of the twenty-first century, twenty-six different languages
were spoken across India, 30% of the population knew English, and greater than 40%
were illiterate. At this time, the nation was in the midst of great transition and the
dichotomy between the old India and the new was stark. Remnants of the caste system
existed alongside the world’s top engineering schools and growing metropolises as the
historically agricultural economy shifted into the services sector. In the process, India
had created the world’s largest middleclass, second only to China.
A British colony since 1769 when the East India Company gained control of all
European trade in the nation, India gained its independence in 1947 under Mahatma
Gandhi and his principles of non-violence and self-reliance. In the decades that
followed, self-reliance was taken to the extreme as many Indians believed that
economic independence was necessary to be truly independent. As a result, the
economy was increasingly regulated and many sectors were restricted to the public
sector. This movement reached its peak in 1977 when the Janta party government came
to power and Coca-Cola was thrown out of the country. In 1991, the first generation of
economic reforms was introduced and liberalization began.
Coke in India
Coca-Cola was the leading soft drink brand in India until 1977 when it left
rather than reveals its formula to the government and reduce its equity stake as required
under the Foreign Exchange Regulation Act (FERA) which governed the operations of
foreign companies.
Coca-Cola India believed that the first brand to offer communication targeted to
the smaller towns would own the rural market and went after that objective with a
comprehensive strategy. “India B” included small towns and rural areas, comprising the
other 96% of the nation’s population. This segment’s primary need was out-of-home
thirst-quenching and the soft drink category was undifferentiated in the minds of rural
consumers. Additionally, with an average Coke costing Rs. 10 and an average day’s
wages around Rs. 100, Coke was perceived as a luxury that few could afford. In an
effort to make the price point of Coke within reach of this high-potential market, Coca-
Cola launched the Accessibility Campaign, introducing a new 200ml bottle, smaller
than the traditional 300ml bottle found in urban markets, and concurrently cutting the
price in half,to Rs. 5. This pricing strategy closed the gap between Coke and basic
refreshments like lemonade and tea, making soft drinks truly accessible for the first
time. At the same time,
Rural Success
Comprising 74% of the country's population, 41% of its middle class, and 58%
of its disposable income, the rural market was an attractive target and it delivered
results. Coke experienced 37% growth in 2003 in this segment versus the 24% growth
seen in urban areas.
Driven by the launch of the new Rs. 5 product, per capita consumption doubled
between 2001-2003. This market accounted for 80% of India’s new Coke drinkers,
30% of 2002 volume, and was expected to account for 50% of the company’s sales in
2003.36
Our reputation is built on trust. Through good citizenship we will nurture our
relationships and continue to build that trust. That is the essence of our promise - The
Coca-Cola Company exists to benefit and refresh everyone it touches.
Wherever Coca-Cola does business, we strive to be trusted partners and good
citizens. We are committed to managing our business around the world with a
consistent set of values that represent the highest standards of integrity and excellence.
We share these values with our bottlers, making our system stronger. These core values
are essential to our long-term business success and will be reflected in all of our
relationships and actions - in the marketplace, the workplace, the environment and the
community.
Marketplace
We will adhere to the highest ethical standards, knowing that the quality of our
products, the integrity of our brands and the dedication of our people build trust and
strengthen relationships. We will serve the people who enjoy our brands through
Environment
We will conduct our business in ways that protect and preserve the environment. We
will integrate principles of environmental stewardship and sustainable development
into our business decisions and processes.
Community
We will contribute our time, expertise and resources to help develop sustainable
communities in partnership with local leaders. We will seek to improve the quality of
life through locally-relevant initiatives wherever we do business. Responsible corporate
citizenship is at the heart of The Coca-Cola Promise. We believe that what is best for
our employees, for the community and for the environment is also best for our
business.
Mission
Everything we do is inspired by our enduring mission:
• People: Being a great place to work where people are inspired to be the best
they can be.
• Portfolio: Bringing to the world a portfolio of beverage brands that anticipate
and satisfy peoples’ desires and needs.
• Partners: Nurturing a winning network of partners and building mutual loyalty.
• Planet: Being a responsible global citizen that makes a difference.
Values
we are guided by shared values that we will live by as a company and as individuals.
About Bottling, at the heart of this approach is our bottling system. Before any
of our 2,400 beverage products is consumed by anybody around the world, it has to be
produced, packaged and distributed. Since we reach 6 billion consumers in over 200
countries, our bottling system has to be the best. Our business opportunities are
enormous and our commitment to our consumers and communities is great.
Our bottling partners are local companies so they are rooted in their
communities, thinking and acting locally. They are employers, purchasers of local
goods and services, good neighbors, and, of course, producers of the world's most
popular beverages.
At Work
The Coca-Cola Company is built around two core assets, its brand and its
people. These two assets give us the opportunity to keep our central promise: to refresh
the world in mind, body, and spirit, and inspire moments of optimism; as well as
creating value and making a difference. By building an inclusive workplace
environment, The Coca-Cola Company seeks to leverage its worldwide team which is
rich in diverse people, talent and ideas. At The Coca-Cola Company, we strive for an
inclusive culture that is defined by our seven core values: leadership, passion, integrity,
collaboration, innovation, quality, and accountability. Each day we work to bring these
values to life through our diversity workplace strategy. This strategy includes programs
to attract, retain, and develop diverse talent; provide support systems for groups of
diverse background; and educate at all levels so that we master the skills to achieve
sustainable growth. Through this strategy we can achieve our goal of being the
destination of great global talent, a culture committed to recruiting and retaining
employees of diverse backgrounds .
Beliefs
There is much in our world to celebrate, refresh, strengthen and protect. The
Coca-Cola Company is a vibrant network of people, in over 200 countries, putting
citizenship into action. Through our actions as local citizens, we strive every day to
refresh the marketplace, enrich the workplace, protect the environment and
strengthen our communities.We are a local employer, with responsibility to enable
our people to tap into their full potential; working at their innovative best and
representing the diversity of the world we serve.
To advance our vision to be the most respected company in the world, we have
established a strategic framework with four powerful drivers:
.
Communication - Build employee awareness, understanding and support for the
business case for diversity.
Culture - Drive a diverse, inclusive and fair workplace, and establish TCCC as a
destination for great global talent.
We invite you to review the diversity workplace section of our website to learn
more about our workplace programs and practices.
The soft drink idea started in Atlanta in 1886, when Dr John Stith Pemberton was
forced, due to a new prohibition law, to find a new product to replace his nerve tonic,
stimulant and headache remedy, Pemberton's French Wine Coca. He had to remove the
wine from the formula, and he replaced it with sugar. The new formula still contained
cocaine derived from Erythroxylon coca, and kola (Cola acuminata) nut extract. Both
these substances are stimulants and have definite actions on the central nervous system.
Basically, in combination they would induce a feeling of well-being, reduce tiredness
and depression, and increase the capacity to work. The new name 'Coca-Cola' was
suggested by Pemberton's bookkeeper Frank Robinson.
The local pharmacy, Jacob's Pharmacy, started to supply the new recipe in their soda
fountain on 8 May, 1886. That particular pharmacist realised that there were a lot of
very thirsty miners nearby who could not pop into town every time they wanted to
quench their thirsts. By bottling the drink, and hauling it to the customers, he
simultaneously created a new bottling industry and advanced the concept of user-based
placement for products. If not for him, it would not have come close to hitting the same
early level of popularity, as the range of sales would have been limited.
Just prior to his death in 1888, Pemberton sold the rights to Coca-Cola to Asa Candler.
It cost Candler $2300 and took him three years to gain sole ownership of Coca-Cola, by
buying out the minor shareholders. At the turn of the 20th Century, Coca-Cola was
marketed as a beverage to aid digestion.
The use of drugs such as cocaine and heroin for both medical, commercial and
recreational use was much more prevalent in the 19th Century than might be expected.
They only became illegal drugs in fairly recent times, due to political and economic
pressure, largely from the US. As more was learned about cocaine, the Coca-Cola
In 1916 the famous curvy bottle was introduced, and the shape of it is patented. In 1919
the Coca-Cola Company was sold to an Atlantan banker named Ernest Woodruff for
$25m. The company then pioneered the six-bottle carton. In 1955, Coca-Cola was
canned and shipped to Japan and other Pacific regions for consumption by the US
military.
Nowadays Coca-Cola is sold worldwide, and more than 70% of the company's income
comes from outside the US. The regular version outsells the 'diet' varieties by two-to-
one. The original bottles are much in demand as collector's items, and there is a homage
to all things coke-related at the Coca-Cola Museum in Atlanta, GA.
The Coca-Cola Corporation is perhaps the biggest soft drink company in the world.
Cocacolonisation has become a byword to describe its spread into third world
countries. It has a factory and a bottling plant in Plachimada, Kerala, South West India,
which is under investigation. This is due to the soil, water and air of the entire area
around the factory becoming contaminated since the corporate arrival in 1998. The
company promoted a waste product locally as a fertiliser, but dangerous levels of toxic
metals such as lead and cadmium, have been found in it. Presenter John Waite of the
BBC Radio 4 programme Face The Facts investigated complaints from local
inhabitants that their village water supply was running dry due to the chronic overuse
(up to one million gallons of water a day) by the Coca-Cola Corporation. What water
remains has been contaminated:
What is particularly disturbing is that the contamination has spread to the water
supply - with levels of lead in a nearby well at levels well above those set by the World
Local farmers and villagers have been arrested for protesting at the Coca-Cola factory
gates. On their website, Coca-Cola show how seriously they take water management in
India. In November 2003 a local Judge threatened to completely shut down the factory
pending further enquiries. Coca-Cola now sends water trucks to supply the basic water
needs in the villages which contain an estimated 2,000 families. The case is still
ongoing.
The results of the analysis of the 'fertiliser' product were given to Britain's leading
poisons expert, Professor John Henry:
The levels of toxins found in the samples of waste taken by the BBC would cause
serious problems - polluting the land, local water supplies and the food chain.
Cadmium is a carcinogen and it accumulates in the kidneys. Repeated exposure can
lead to kidney failure. Lead is particularly dangerous to children and the results of
exposure can be fatal. Even at low levels it can cause mental retardation and severe
anaemia. What most worries me about the levels found is how this might be affecting
pregnant women in the area. You would expect to see an increase in miscarriages,
stillbirths and premature deliveries. There is a need to review medical data for that
entire area in light of what has happened.
- Professor John Henry, consultant at St Mary's Hospital, London.
In response to the claims, the Vice President of Coca-Cola in India, Mr Sunil Gupta,
was interviewed for the programme and he stated:
It's good for crops, it's good for the farmers because most of them are poor and they
have been using this for the past three years. We have scientific evidence to prove it is
absolutely safe and we have never had any complaints.
Coca-Cola contains phosphoric acid which can react with calcium in teeth. Then there's
a surprising amount of sugar - micro-organisms in the mouth use sugar as a food
(energy) source, producing acids which can also attack your teeth. Other ingredients
In Los Angeles, USA, you can get classic Coke in 8 oz (240ml), 12 oz (360ml), 20 oz
(600ml), one litre and two litre bottles.
Alternate Varieties
There are several variations of the Coca-Cola drink, such as Diet Cola, Coca-Cola with
Lemon, Coca-Cola with Lime, Vanilla Cola, Cherry Cola, as well as all of their 'diet'
alternatives; and Sprite, Appletiser, Lilt, Dr Pepper, 7-Up1 and the several Fanta
flavours, and all of their 'diet' counterparts. Nowadays there is also a caffeine-free
version of coke. The latest version is 'Coca-Cola Blak' which is coffee-flavoured.
'Lola' by The Kinks is said to have originally mentioned Coca-Cola, but after protests
(or possibly legal advice) they changed the reference to cherry-cola. It is somewhat
ironic that Coca-Cola eventually made a product named Cherry-Cola.
There is controversy over a $1 million (over £½million) grant that the corporation gave
to the American Academy of Paediatric Dentistry (the AAPD), America's leading
paediatric dental association. Some dentists believe there has been a rise in juvenile
intake of soft drinks and that this is contributing to the rapid increase in obesity and
type 2 diabetes, and in the case of adolescents, rises in cases of Hypertension2 (high
blood pressure), as well as cavities, caries and the total loss of teeth generally. The
American Academy of Paediatrics recommends that 'Paediatricians work to eliminate
sweetened drinks available in school'. The Coca-Cola Corporation suggests that its logo
belongs on materials given to schoolchildren.
Health Warning
The general opinion of health officials and dentists is that you should not drink Coca-
Cola on a regular basis, as it has a detrimental effect on teeth, and can be unhealthy
because of sheer sugar content. It can also, if consumed in a large quantity on a single
As with all caffeine drinks, there is a risk of addiction. Christina Onassis reportedly
lived on an unhealthy diet of fast food and cola, and she died of heart failure at the age
of 37 years.
Whole groups of people can be affected too – as with the people of San Juan Chamula
in Chiapas, Mexico. Here the 'agua negra' as Coca-Cola is called has become the coin
of the realm and is used for everything from a gift with which to ply town elders for
favours to a preferred formula with which to nurse babies3.
Water helps to regulate body temperature. It washes away any unused and therefore
dangerous minerals and vitamins, increases the body's metabolism rate, and it lubricates
the muscles and organs in the body, so you would be doing your children a favour by
offering them water to drink instead of cola.
Aspartame
The 'diet' alternatives don't contain sugar: instead to maintain the sweet taste an
artificial sweetener called aspartame is substituted. This is a dipeptide
(aspartylphenylalanine methyl ester) which is one hundred to two hundred times
sweeter than sucrose. The problem with aspartame is that it contains the amino acid,
phenylalanine. Approximately one in ten thousand Northern Europeans are genetically
unable to metabolise phenylalanine, which therefore accumulates in the blood. This
Elton John
In 1993 Elton John was presented with the Georgia Community Award, which was
sponsored by Coca-Cola, for his work in the fight against AIDS. Elton's 1996 double
CD 'Coca-Cola Planet Live' is extremely rare and valuable.
The Coca-Cola Company didn't invent Father Christmas; they won't send you a crate of
coke for forwarding an email4; neither is Coca-Cola a contraceptive; nor will a tooth
dissolve if left in a glass of Coca-Cola overnight (instead it will turn black). Flat cola
poured down the toilet will not remove limescale, but it does polish up copper coins a
treat.
Cola attracts wasps so take care if drinking out of cans while picnicking. Coca-Cola can
be used on a wasp-sting in an emergency, but not on a bee sting. This is because Coca-
Cola, containing phosphoric acid, is acidic, while wasp stings are alkaline. Bee stings
on the other hand are acidic and Coca-Cola would have no effect. How do you
Coca-Cola is a fantastic medical 'tool' for flushing feed lines (such as nasogastric, PEG
or PEJ) as the fizzyness helps to unclog them. Flat cola has been known to relieve
children's upset tummies (dyspepsia) and aid re-hydration for diarrhoea sufferers.
Some people use regular cola (apparently it must be fresh with bubbles, not flat) to save
extermination bills, when they are troubled with rats. Rats can't belch, and they are
attracted to the sweet smell and taste. Because they can't expel the gas from their
digestive systems, they explode. Messy, but effective.
Cola Wars in Space Not quite the real thing. In the interests of balance, here's another
astronaut sampling Pepsi during the same Challenger space shuttle mission in 1985.
Coca-Cola Trivia
Rivals
There are rival cola firms, in particular Pepsi, and the trend since the 1980s has been to
use celebrities like Michael Jackson, BBC Music: Whitney Houston, Madonna and
Mariah Carey to promote the drinks. Coca-Cola lost the marketing war due to the 'Pepsi
Challenge', when adverts showing blindfolded tasters chose Pepsi because it was
sweeter. Coca-Cola responded by changing the formula of the drink, and came up with
'New Coke' which caused to public outcry when 'old coke' was removed from the
shelves, so they were forced to change it back. The rivalry was referenced in Billy
Joel's 'We Didn't Start The Fire', with the lines Rock and roll cola wars/I can't take it
anymore.
Collectible Cans
The current promotion in Germany is for the big-sized (taller than usual) cans with a
member of the German football team on them, which might become collectible -
especially if Germany win the 2006 World Cup7, which Coca-Cola are sponsoring.
Celebrity Endorsement
When a celebrity is paid to allow his or her name to advertise a product, fans of that
celebrity display a heightened level of interest in the product being offered. Some of the
image of the celebrity is 'transferred' to the product, offering a connection to the
Company background
The main manufacturing unit has 208 permanent employees and there are 54
number employed in sales and there 54 number employed in sales and marketing.The
production facility of pune plant is capable of producing
RGB:-36000 cases/day,
PET:-12000 cases/day,
CAN:-66000 cases/day.
Plant Area
Total area :23.55 acres
Built-up area :9.275 acres
Production Line
Line I-KRONES-Germany-commissioned on March 97
Line II-SIG SIMONAZZI-Italy- commissioned on April 03
Line III-SASIB-Italy-commissioned on April 98
Before taking up the study of the various plant operations in detail we
identify the operations required in a bottling plant and devise a flowchart. the flow
chart gives an overview of the beverages manufacturing process.
OVERVIEW OF THE BEVERAGE MANUFACTURING PROCESS-
All the plant operations can be broadly classified in to four main areas namely
(i) Warehouse
(ii) Production
(iii) Process
(iv) Utilities
Apart from these,the general functions such as HR,Finance,Sales,Etc.exist in
coordination with them.We begin examining the plnt layout at the storage area.
Warehouse
In a bottling plant a warehouse is used to store both empty and bottles.the
warehouse to store both empty and filled bottles.The warehouse is generally located
adjacent to the production line to minimize materials handling. The demand
analysis carried out by the sales department acts as an input to the shipping
department. They in turn estimate the volume of production based on the number of
empty and filled bottles.The empty bottles in the warehouse are sorted according to
pack and flavor and sent for filling.
Depalletising
After sorting the cases of empties are placed on a conveyor.Placing case on the
conveyor may be done manually or with the aid of depalletizer(here done
manually).
Uncasing
Bottle Washer
The washer is the largest single piece of equipment on the bottling line.In most
plants,washer is located spaciously to ensure easy acess to all sides of the
washer.Here bottles are washed,rinsed and drained .
Empty Bottle Inspetion
The bottles are once again inspected after they are washed and before they
are sent for filling
Filler
This is the heart of the production line and here the beverage is filled at rate of 600
BPM(bottle per minute).
Beverage is the final product made from the rw materials through a series of
processes.The general procedure is
Raw syrupàReady syrupàBeverage
Raw syrup
Raw syrup is prepared by adding raw materials such as sugar,treated water and
activated carbon.In this process the mixture is heated to about 85*C
Ready syrup
Raw syrup is pumped to the tanks in the ready syrup room after the syrup is cooled
to about 20*-25*C.Here the concentrated or the beverage base is added to it.A
small amount of Co2 is also added to avoid stagnation of the ready syrup in the
supply lines.
The concentrate and beverage bases mentioned here are manufactured by
the Coca-Cola company.Concentrate imparts the distinctive taste and colour to the
product.
Coca-cola and beverages bases provide the same to the other soft drink products of
the Coca-cola Company.
Chilling Plant
This provides all the refrigeration required in the plant mainly for cooling the
beverage,raw syrup etc.
Air Compressor
This system provides compressed air for all the pneumatic needs of the plant and it
is piped to the bottling room.
Our commitment is not just good citizenship; it’s good business. The bottom
line is that our business depends on the health and sustainability of our planet and
the natural resources. .
To help align our actions with our aspirations, we have developed a number of specific
initiatives and programs to address these core issues in sustainable, measurable
ways
The Division is now working hard to extend the ISO footprint across the entire
franchisee owned bottling system as well.
India
Coca-Cola, the corporate nourishing the global community with the worlds
largest selling soft drink concentrates since 1886, returned to India in 1993 after a gap
of 16 years giving a new thumbs up to the Indian Soft Drink Market. In the same year,
the Company took over ownership of the nation's top soft-drink brands and bottling
network. No wonder, our brands have assumed an iconic status in the minds of the
consumers.
Coca-Cola India is among the countrys top international investors, having invested
more than US$ 1 billion in India within a decade of its presence and further pledged
another US$ 100 million in 2003 for its operations.
On the distribution front, 10-tonne trucks, open-bay three-wheelers that can navigate
These are only some of the facts that speak about our commitment to the growth of the
Indian Economy
While much of the world has changed since 1886, with the old giving way to the new at
almost daily strokes, what has withstood the test and taste of time, binding the young
and old to enjoy their moments of simple pleasure and eternal joy is the magic of Coca-
Cola. And this year, consumers the world over will reach for products of The Coca-
Cola Company more than a billion times every single day. The world s largest beverage
company has come a long way since its modest beginnings more than a century ago...
Advertising has played an important role in the success of our products since our first
newspaper ad in 1886, which read, "Coca-Cola. Delicious! Refreshing! Exhilarating!
Invigourating!" The Company uses advertising to trigger desire as often and in as many
ways as possible. Throughout the years, slogans for Coca-Cola have always been
memorable. Here are some highlights:
Fine illustrations by noted artists, including Norman Rockwell and N. C. Wyeth, were
the hallmark of early campaigns in premier magazines. Artist Haddon Sundblom s
portraits for holiday ads, which began in the 1930s, helped mould the national image
of a red-suited Santa Claus. Fresh, creative and tasteful, advertising images for Coca-
Cola have always set a high standard of quality for other products around the world.
The Company recognizes that Coca-Cola belongs to the billions of consumers in every
corner of the globe who have chosen it as their favorite soft drink. Our advertising
reflects that special relationship between consumers and the simple moments of
pleasure they have come to associate with Coca-Cola.
In India too, the Companys thrust has always been on reaching the core of the
consumers heart through advertising excellence. In fact, we have produced some of the
most memorable campaigns of the times. Consequently, in early 2003, Coca-Cola India
collected Advertiser of the Year and Campaign of the Year awards for the Thanda
Matlab Coca-Cola all-media campaign.
John Stith Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,
Georgia. It was May of 1886 when the pharmacist concocted a caramel-coloured syrup
in a three-legged brass kettle in his backyard. He first "distributed" the new product by
carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. For five cents,
That first year, Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs.
Red has been a distinctive color associated with the number one soft drink brand ever
since. For his efforts, Pemberton grossed ------ $50 and spent----- $73.96 on
advertising. By 1891, Atlanta entrepreneur Asa G. Candler had acquired complete
ownership of the Coca-Cola business. Within four years, his merchandising flair helped
expand consumption of Coca-Cola to every state and territory. In 1919, The Coca-Cola
Company was sold to a group of investors for---- $25 million. Robert W. Woodruff
became president of The Coca-Cola Company in 1923, and his more than six decades
of leadership took the business to unrivaled heights of commercial success, making
Coca-Cola an institution the world over.
Today, our products reach consumers and customers around the world through a vast
distribution network made up of local bottling companies. These bottlers are located
around the world, and most are independent businesses. Using syrups, concentrates and
beverage bases produced by The Coca-Cola Company, our global bottling system
packages and markets products, then distributes them to more than 14 million retail
outlets worldwide.
The Coca-Cola Company is committed to assisting its bottlers with the functions of an
efficient bottling operation and initiating quality systems to ensure the highest quality
products for our consumers.
Back then, soda bottles were all very similar. And Coca-Cola had many imitators,
which consumers would be unable to identify until they took a sip. The answer was to
create a distinct bottle for Coca-Cola. As a result, the contour bottle for Coca-Cola with
the shape now known around the world was developed in 1915 by the Root Glass
Company.Coca-Cola Gets The First Change of Taste in 1886.
In 1985, a new cola emerged from laboratory research. Through internal evaluations
and thousands of blind taste tests, consumers said they preferred it over both Coca-Cola
and its primary competition. As a result, in April 1985, the Company proudly
introduced the new taste of Coke - the first change in the secret formula since the
product was created in 1886
The trademark "Coca-Cola" was registered with the U.S. Patent and Trademark Office
in 1893, followed by "Coke" in 1945. The unique contour bottle, familiar to consumers
everywhere, was granted registration as a trademark by the U.S. Patent and Trademark
Office in 1977, an honor awarded very few packages
In 1982, The Coca-Cola Company introduced diet Coke to U.S. consumers, marking
the first extension of the Company s most precious trademark to another product. Later
years saw the introduction of additional products bearing the Coca-Cola name, which
now encompasses a powerful line of cola products.
.
Trademarks The Worlds Most Valuable Assets
Their most valuable assets happen to be the trademarks we possess. For Coca-Cola, the
most drunk soft drink on earth is one of the world s best-known and most admired
trademarks, recognized by more than 90 percent of the world s population.
Interestingly, the world that is touched by our cherished drinks for every moment, the
Coca-Cola trademarks happen not only to be our most valuable assets but of the entire
earth.
1)Coca cola
2)ThumsUp
3)Fanta
4)Limca
5)Sprite
6)Maaza
7)Georgia
8)Minute maid
9)Kinley
10)Diet coke
Consumers across the globe choose our brand of refreshment more than a billion times
every day because Coca-Cola is...
THUMS UP
Thumps up is a leading carbonated soft drink and most trusted brand in India.
Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in
Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys
FANTA
The 'orange' drink of The Coca-Cola Company, is seen as one of the favorite drinks
since 1940's. Fanta entered the Indian market in the year 1993.
It is another brand from The Coca-Cola Company for a carbonated soft drink with bold
fruit taste. Distributed in 188 countries around the world with teenagers aged 12-19
being the largest number of its consumers. There are more than 70 kinds of Fanta fruit
taste in the world woday with Orange being the largest volume contributor.
Over the years Fanta has occupied a strong market place and is identified as "The Fun
Catalyst".
Perceived as a fun youth brand, Fanta stands for its vibrant color. Tempting
taste and tingling bubbles that not just uplifts feelings
LIMCA
SPRITE
Introduced in 1960, Sprite is the world's leading lemos-lime flavored soft drink. Sprite
is sold in more than 190 countries and ranks as the No. 4 soft drink worldwide, with a
strong appeal to young people.
Millions of people enjoy Sprite because of its crisp, clean taste that really quenches
your thirst. But Sprite also has an honest, straightforward attitude about things that sets
it apart from other soft drinks.Sprite encourages u to be true who u are and to obey your
thirst.
Worldwide Sprite is ranked as the No. 4 soft drink &. is sold in more than 190
countries
In India, Sprite was launched in year 1999 & today it has grown to be one of the fastest
growing. Soft drinks, leading the Clear lime category. Today Sprite is perceived as a
youth icon. Why? With a strong appeal to the youth, Sprite hasstood for a straight
forward and honest attitude.Its clear crisp refres hingtaste encourages the today's youth
to trust their instin cts,influence them to be true to who they are and to obey their thirst.
It was launched in 1976. Here was a drink that offered the same real taste of fruit juice
sand was available throughout the year. In 1993,Maaza was acquired by Coca-Cola
India.
.Over the years, brand Maaza has become synonymous with Mango. This has been the
result of such successful campaigns like "Taaza Mango,Maaza Mango" and "Botal
mein Aam, Maaza hain Naam". Consumers regard Maaza as wholesome, natural, fun
drink which delivers the real experience of fruit.
Georgia, quality tea and coffee served from state of the art vending machines is
positionedtotapintothenationsbiggestbeveragecategory.
Georgia, which promises a great tasting, consistent, hygienic and affordable cuppa is
available in a range of sizzling flavours, adrak, elaichi, masala and plain tea
cappuccino, mochaccino and regular coffee
MINUTE MAID
The history of the Minute Maid brand goes as far back as 1945 when the Florida Foods
Corporation developed orange juice powder. The company developed a process that
eliminated 80 percent of the water in orange juice, forming a frozen concentrate that
when reconstituted created orange juice. They branded it Minute Maid, a name
connoting the convenience and the ease of preparation (In a minute). Minute Maid thus
moved from a powdered concentrate to the first ever orange juice from concentrate.
Over the years, through innovations and unmatched consumer experience provided in
over 60 countries, Minute Maid brand has clearly become one of the world's largest
juice and juice drink brands. The launch of Minute Maid Pulpy Orange in India
(starting with the south of the country) is aimed to further extend the leadership of
Coca-Cola in India in the juice drink category.
The importance of water can never be understated. Particularly in a nation such as India
where water governs the lives of the millions, be it as part of everyday rituals or as the
monsoon which gives the life to the sub-continent
.Kinley water understands the importance and value of this life giving force.Kinley
water thus promises water that is as pure as it is meant to be.Water you can trust to be
safe and pure. Kinley water comes with the assurance of safety from the Coca-Cola
Company. That is why we introduced Kinley with reverse-osmosis along with the latest
technology to ensure the purity of our product. That's why we go through rigorous
testing procedures at each and every location where Kinley is produced.
Because we believe that right to pure, safe drinking water is fundamental.
DIET COKE
Diet coke was born in July 1982 and quickly became the No. 1 sugar-free drink in diet-
conscious America. It's the drink for people who want no calories, but plenty of taste.
Known as Diet Coke in the Indonesia, U.S, Canada, Australia and Great Britain, and as
Coca-Cola light in other countries, it's now the No. 3 soft drink in the world.
The reputation of The Coca-Cola Company is built on trust. Those who do business
with us around the world know we are committed to managing our business with a
consistent set of values that represent the highest standards of quality, integrity,
excellence, compliance with the law and respect for the unique customs and cultures in
communities where we operate. We seek to develop relationships with suppliers that
share similar values and conduct business in an ethical manner.
As part of our ongoing effort to develop and strengthen our relationships with
suppliers, we are introducing the Supplier Guiding Principles Program for direct
suppliers to The Coca-Cola Company. The Supplier Guiding Principles Program is
based on the belief that good corporate citizenship is essential to our long-term business
success and must be reflected in our relationships and actions in the marketplace, the
workplace, the environment and the community.
Recognizing there are differences in laws, customs and economic conditions that affect
business practices in various parts of the world, we believe that shared values must
serve as the foundation for relationships between The Coca-Cola Company and our
suppliers. The Supplier Guiding Principles restate our requirements and emphasize
good workplace policies that comply with applicable environmental laws and with local
labour laws and regulations.
1.5 ADVERTISING;
When marketer or firm has developed a product to satisfy a market demand after
thoroughly analyzing the market is a need for establishing contact with the target
market to eventually sell the product .Moerever this has to be a mass contact which
means that the marketer is interested in reaching a large number of people so that his
product may receive optimum exposure.Naturally,the best way to reach this mass
Advertising:
The title of the study is “Effect of advertisement and activation of cluster outlet”
This is the first step in the research methodology. It is very important to define
the statement of problem because of the saying that “A problem well defined is half
solved”. In this study is mainly focused on the effect of advertisement and activation of
cluster outlets in coca cola company .
In this context, it is need to evaluate the effect before and after
actvation(advertisement) of cluster outlets and observe the sales after activation of
outlets.this project is meant for activate the unactivated outlets.
Main need of the study is for activate the activeless outlets and after advertising
what are the changes came in to existence .why this changes are happened.this is the
main need of the project
• To know market demand as well as the needs and wants of the customers of
coca cola.
• To know what consumers feel about coca cola product as well as their
opinion about present existing product
• To know the effectiveness of advertisements
• To know what retail customer wants.and study their needs.
Objective:
• To Design a template for cocacola for cluster activation to leverage the
merchandising options available at the identified category of outlet.
• To know the job of market developers.and understand market business.
Sub objectives:
• To know what all facilities are provided by company to retail outlets.
• Comparative study of stock in retail outlets present in Sant tukaram
nagar and Hinjawadi clusters.
• To identify options available at the retail outlets for activating the
outlets.
The method used in this research study to obtain the data needed for the
analysis is questionnaire and observation method from a sample base of retail outlets of
about 140 outlets and morethan 15000 consumers in the Pune city.
The data collected is organized systematically in the form of tables and charts
to get the clear view of the picture.
1. Visit the clusters clusters along with the Distributors salesman and
understand the business.
2. Work along withj the Market Developers and understand the concept of
RED and activations in RED(Right Execution Daily)and activations in
RED.
5. After the understand the business and the concept of RED activation make
a comprehensive list of elements that be made and utilized at the retail
out;lets of the selected cluster.
7. Identify the Elements that can be put up in the outlets keeping the RED
8. Once the basic data is collected from the outlet,organize the data.Make a
The research design constitutes the blue print for the collection, measurement and
analysis of data. It helps the researchers by posing crucial choices: is the blue print to
include experiments, interviews, observations, the analysis of records, or combination
of these? Are the methods of data collection and the research to be highly structured?
Should the analysis be primarily quantitative or qualitative?
.
There are morethan15000 retail outlets in the Pune city who also deal in soft
drinks in their shops. These shops are scattered in different locations of the city.
As it was very difficult to study all the retail outlets, I have taken a sample of 50
outlets across the city who deals with soft drinks in their shop and a sample base of 100
consumers of different ages.
The outlets are bifurcated in different categories so as to segment the likely
group and differentiate it from others Convenience, Grocery, Restaurants / bar and
restaurants, and liqueur shops.
Convenience includes all the outlets like Pan shops,Dairy, Bakeries, Juice
centers, Ice cream parlors, STD shops, Snacks centers.
Grocery Shops includes all Kirana stores, general stores super stores etc.
Hotel/Restaurants / Bar and restaurants includes all Restaurants, Refreshments and
Bar cum restaurants.They also known as eating and drinking types.
The are the shops which sell only alcoholic drinks such as Wines etc.
The segmentation of the consumers is done on the basis of age as below
15, 16 to 25, and 30 and some old aged customers . It is done so assuming that the same
age group people behave similarly.
The research study is done with the help of a questionnaire and observation
method.
2)Grocery
3)Convenience
Next to that the outlets are classified in to Three categories based on the annual sales
volume per year.
These are as follows
1)Diamond
2)Gold
3)Silver
1.Diamond Outlets;
Diamond outlets are those outlets which are having annual sales of 800 or morethan
800 cases per year.These outlets are one of the good selling outlets with compared to
gold and silver outlets.
2.Gold Outlets ;
Gold outlets are those outlets which are having annual sales of 500-800 cases per year.
3.Silver outlets ;
These outlets are having annual sales of 250-500 cases per year.
6)Menu boards
Which contains list of various food item present in hotel and coca cola products
pictures.
7)Menu cards.
Menu cards are which containes the list of food item present in the hotels and they also
contains the list of coca cola beverages present in the particular outlet this is for to draw
attention of customer.
NUMBERS O
Table no .2
15
Comparison between before and after activation of cluster outlet sant
tukaram nagar
10
Before activation 5
Category
0
Numbers of
Numbers of outletsDiamon
of outlets outlets
Gold
Diamond 9 14
d
Gold 13
Silver 2
12
Table no.3
10
8
Category of
outlets
Numbers of
outlets
6
After activation
Diamond 9 16 4
Gold 13 14
Silver 2 12
Number of outlets
Category of Numbers of
10
8
2
out lets outlets 6
0
4
Diamond 9
2
Gold 14 0
Category
Category of Diamond Gold Silver
Silver
VISVESVARAYA1TECHNOLOGICAL UNIVERSITY, P.G.CENTER
out lets
, BELGAUM
55
of outlets
Table no .4
There is a difference between before activation of cluster and after activation of cluster
as shown in the Table no.3. and Table no 4.respectvely.The difference is one silver
outlet comes under the gold outlet. This is the effect of activation (advertising).due to
this figure how advertising helps to improve the sales.
According to the Annual sales the cluster Sant tukaram nagar cluster is categorized in
to as follows:
14
12
Numbers of outlets
10
16 8
OUTLET NUMBER 14 6
12 4
TYPE OF 2
10
numbers
0
OUTLETS 8
Category Diamond Gold Silver
6 of outlets
4
Grocery 14 2
0
Outlet type Grocery E&D Convenience
Eating & 8
Drinking
Conveni 2
ence
Outlet type
Grocery
E&D
Convenience
16
14
12
10
8
6
4
2
0
ng
e
ry
nc
ki
ce
rin
e
ro
ni
D
G
ve
&
n
g
Co
ti n
Ea
Category of Number of
outlets outlets
Dia 2
Category of outlets
mond Diamond
Gol 11 Gold
Silver
d
Silver 11
VISVESVARAYA TECHNOLOGICAL UNIVERSITY, P.G.CENTER , BELGAUM
58
Comparison between Hinjewadi cluster outlet before activation and
after activation
Before activation
12
10
8
Num bers 6
Category of Number of
4
outlets outlets 2
Dia 2 0
Gold
OUTLET Diamond Silver
mond CATEGORY
Gol 11
d
Silv 11
er
Table no.8
After activation
Category of Number of 14
outlets outlets 12
Dia 2 10
Num bers of 8
mond outlets 6
Gol 14 4
2
d 0
Category
Silv 8 of outlets Diamond Gold Silver
er
There is a difference between Hinjewadi cluster before activation and after activation.
From Table no 8 and Table no.9 we may come to conclusion that the Three silver
outlets come in to gold Category.This is due to activation(advertising).
According to the Annual sales the cluster Hinjewadi cluster is categorized in to as
follows:
Grocery 5
E&D 16
Convenience 3
18
16
Number of outlets
14
12
10
Table no.10. 8
6
4
2
0
Outlet E&D
type Grocery Convenience
From the outlet survey i came to know how much activation elements are required and
which activation elements are to be required for the cluster Sant tukaram nagar,and
Hinjawadi cluster.
The activation elements required for the Sant tukaram nagar is as follows:
1)Highway signage required are --------------à 4 in numbers.
2)10x4 size signage required are --------------à 4 in numbers.
3)15x4 size signage required is --------------à1 in number.
4)Menu cards required are---------------------à7 in numbers.
5)Rack required are------------------------------à2 in numbers.
6)Combo stands required are------------------à2 in numbers.
7)Signage required------------------------------à8 in numbers.
8)Countertop required--------------------------à2 in numbers. The activation elements
These are some of the few suggestions made by observing findings of the coca cola
market analysis obtained from the retailers and consumers in the Pune city. These are
made under the stated limitations of the research study.
• The company should provide all activation elements such as the rack, combo
standee, highway signage,signage ,menu boards,umbrella,menu cards,counter
top,according to need of the retail out lets.
• To delivery products in time, supply chain should satisfy the retailers
• Dealers must provide discount and schemes to regular customers.
retailers.
• The company should sponsor some sports so that advertisements will be more
effective.
• Market developer should visit the outlets and check the availabilityof product
regularly.
effectively.
• The company should give more discounts to the outlets so that they can buy
more number of coca cola products and sales of coca cola will increase.
The data analysis shows how activation(Advertising) is important for the increase of
sales . From the data collected from the cluster outlets such as the Sant tukaram nagar
and Hinjawadi cluster I came to conclusion that the advertisement plays a key role in
increasing the sales and profit to coca cola company.
The data taken from the Sant tuklaram nagar is shows the increase of gold outlet by
activation cluster outlets.
And the data taken from the Hinjawadi cluster also shows the increase of gold outlets in
more in number that compared to Sant tukaram nagar. This is shown by activation of
the cluster outlet number of sales is increased.
Silver out lets are those outlets having sales 250-500 cases/year and gold outlets are
those outlets having sales morethan 500 cases/year.
The data in the Sant tukaram nagar shows the there is increase of gold outlets by single
in number this shows the slightly increase in number sales .
The data taken from the Hinjawadi cluster shows the increase of gold outlets from the
three in number.Means the three silver outlets come in to the gold category.
This data is very very important to know the increase of the sales due to advertising the
given outlets.
Quesionnaire
1)Name of the cluster……………………………
2)Name of the outlet……………………………..
3)Owner name……………………………………
4)Contact no………………………………………
5)Locality of the outlet……………………………
6)Annual volume…………………………………….
7)Outlet type.
(i)If outlet is grocery………………………………………...Yes/Not.
(ii)If outlet is eating and drinking type………………………Yes/Not.
(iii)If outlet is convenience type……………………………..Yes/Not.
8)Outlet category.
(i)If outlet is Diamond……………………………………..Yes/Not.
(ii)If outlet is Gold…………………………………………Yes/Not.
(iii)If out is Silver …………………………………………..Yes/Not.
9)Existing elements.
(i)Rack is present or not……………….
(ii)Combo standee present or not……………….
(iii)Menu cards present or not………………………
(iv)Menu boards present or not……………………..
(v)Signage present or not……………………………..
(vi)Table top/Counter top present or not……………….