HINDUSTAN COCA-COLA

BEVERAGES PRIVATE LIMITED

(Patna)

AN INTERNSHIP REPORT

For the award of the of

PGDM

DRY OUTLETS OF COCA-COLA

 A PROJECT

ON

“DRY OUTLETS OF COCA-COLA IN PATNA”

AT
HINDUSTAN COCA-COLA BEVERAGES PVT LTD.

SUBMITTED TO

SINHGAD INSTITUTE OF MANAGEMENT

IN PARTIAL FULFILLMENT OF REQUIREMENTS FOR THE
AWARD OF
PGDM

SUBMITTED BY

SHIVRAJ
UNDER THE GUIDENCE OF

PROF. R.R KENDRE

Sinhgad Institute of Management

Vadgaon (Bk)

2
3
 PREFACE

The summer training programs are designed to give the practical knowledge of

corporate world. Training is usually meant for such vocations where advanced

theoretical knowledge is to be backed up by practical experience on the job and it is

because of this reason that summer training programs are designed. So, that the future

manger must be ready to take the future responsibilities.

It was exactly in this context that I was privileged enough to join coca cola- one of the

biggest brand in beverages in the world.

I achieved lots of experience and confidence over the past eight week which will help

me to take the future responsibility on my shoulder.

During this period, I was given to find out the “Dry outlets of coca-cola in Patna”.

In the training program I had tried my level best to arrange the work in systematic and

chronological way.

This endeavor work shall provide the coca cola marketing department, an idea about

market condition. Therefore it hoped with all sincerity that this work shall be of

definite use to the organization.

4
5
 ACKNOWLEDGEMENT

Completing a task is never one effort. It is often the result of invaluable contribution

of number of individuals in a direct or indirect manner that helps in sharing a

marketing success.

This project is not the work of an individual, but all the faculty members of Sinhgad

Institutes of Management without whose guidance, suggestions and constructive

ideas, it give a final shape to the project.

I express my whole gratitude towards the management of Hindustan Coca Cola

Beverages Pvt. Ltd., Patna. For given me the opportunities to undergo my summer

project in a multinational concern of a great reports and allowing me to gain

invaluable with subsequent exposure to the modern business world.

I am very grateful to Mr. Subir Chatterji (Marketing Manager), Mr. Supratho Acharya

(Area Sales Manager), Raman Singh & Rajesh Ranjan (Sales Executive) who guided

me in my report. I further extend my thanks to all the employees for the appreciation

and cooperation given by them to help me in gathering information of the market

survey especially marketing developer (MD)

Finally I also indebted to my faculty members, parents, friends and family members

who have been a constant source of inspiration for whatever I am because of their

blessing.

6
7
 INTRODUCTION

Today’s market is changing at incredible pace. Company operates in a Darwinian

market place where the principal of natural selection leads to “the survival of fittest”.

In additional to the globalization & technology changes we are also witnessing a

power shift form manufactures to

Gain retailers, a rapid growth & acceptance of store brands, new retail firms, growing

price and value sensitivity of consumers, a seemingly diminishing role for mass-

marketing and advertising and disconcerting erosion of brand loyalty. The changes are

dragging the companies instead of operating in defined market with a fixed number of

competitors and with a set of stable customer preference to a more volatile marketing

atmosphere-almost a war zone like situation with rapidly changing variable… like

competitors, technology, business laws, trades policies, customers, brand loyalty etc.

companies very often find themselves unprepared and ill-equipped to have a

competitive edge over its competitors especially then, when changes are even difficult

to be predicate precisely or accurately,

This makes the situation more difficult for the companies & organization as they are

not always in a position to adopt themselves and their activities to suit to the demands

of the changed scenarios.

Thus companies find themselves running in race where the road signs and rules keep

changing too frequently & there is no visible finish line, no concept of “permanent

win”. They simply have to keep racing in a direction to be the one, which the

customer, public and society want them to go into.

8
Today the customer is donning the king gown. He is more evolved than his

predecessors and has grown to enjoy the limelight. All company who wish to survive

9
& grow in the market needs to focus their attention & resources to woo & please the

“customer-the king”. That is why the customer finds an unperfected glare at himself.

The company’s all queuing up and bowing respectfully before him & presenting him

with their offerings.

So, consumer today has the advantages of plenty of products in every category. They

exhibit varying & diverse requirements for products/service-combination of quality

service. In the face of their vast choices, customers are gravitated to the offering that

best meet their individual needs & expectations. They will buy on the basis of their

perception of values.

Therefore, today’s winning company’s are those who succeed in satisfying, indeed

delighting their target customers. These companies see marketing as company-wise-

philosophy-not a separate function. Their marketing people define which customer

group & needs the company can profitably serve & how to serve them more

efficiently than competitors. These companies are marketing focused & customer

driven rather than solely product focused or cost driven. They pay extreme attention

to qualities & service to meeting and even exceeding customer’s expectation. They

complete vigorously, pursue efficiently & yet are responsive & flexible.

Perhaps, the basic change in marketing thinking is the paradigm shift from “pursuing

a sale” to “creating a customer”. Past marketing has been largely transaction oriented.

Today it is more relationship oriented. In addition to designing the best marketing mix

“to make a sale” there is growing emphasis on designing the best relationship-mix for

winning and keeping customer. Good customers are always an asset which, when well

managed & served will return a handsome lifetime income stream to the company. In

10
the intensely competitive market place, the company’s first order of business to retain

customer loyalty through continually satisfying there in a superior way.

Nevertheless , market must study/target consumer’s wants, perception, preference &

shopping & buying behavior. Such study will provide clues for developing new

products, product features, channels, message & other marketing mix element.

11
12
 CONTENTS

Chapter 1
1.1 Executive Summary……………………………………………………..
…...02
Chapter 2
2.1 Introduction …...……………………………………………………….....
…..04
2.2 History and development…………………………………………..
……..…06
2.3 Company setup in India………. ………………………………………..
…..07
2.4 History of soft drink in
Bihar…………………………………………….......08
2.5 Coke plant in
Patna……………………………………………………….....10
2.6 Product and brands ...
…………………………………………………….....11
2.7 Organization chart ………………………………………………….........
….12
2.8 Mission & Vision ...
………………………………………………………....16
2.9 Value …..…………………………………………………………………....
17
2.10
Competitors……………………………………………………………….....18
2.11 Awards………………………………………….
………………………….....20
2.12
Customers…………………………………………………………………....26
Chapter 3

13
 3.1 Objective of study ..……….
………………………………………………....28
Chapter 4
4.1 Research methodology……..
………………………………………………. .30
4.2 Scope …….……………………………………………………………………
31
4.3 Observation ……………………………………………………………………
31
4.4 Limitation …………………………………………………………………….
…32
4.5 Questionnaire ………………………………………………………….......
....33
Chapter 5
5.1 Project work undertaken ...
…………………………………………………..37
Chapter 6
6.1 Analysis and interpretation of data ...
………………………………………..46
Chapter 7
7.1
Suggestions…………………………………………………………………….53
7.2 Conclusions ………………………………………………………………..
….54
7.3 Bibliography
……………………………………………………………….......56

14
 CHAPTER 1

Executive Summary

15
 EXECUTIVE SUMMARY

Over the last few years hundreds of companies have greatly improved their

performance &the graph of growth through superior sales promotion services.Sales

Promotion services have become a subject of huge interest in recent years. Dry outlets

were searched in order to help the promotion. Dry outlets are regarded as the potential

market for the company, here for the coca-cola company.

Dry outlets include those outlets which :

• Are selling cold drink but not of coca cola company.

• Are not selling cold drink of any company.

• Used to sell cold drink of coca-cola but at present are not selling.

The different distribution channels are as follows:"

1.Eating & Drinking 2.Convenience 3.Grocery

• Activation is the key part of coca-cola marketing strategy

• Company believes that soft drink sell is not a planned sell it's a impulse

buying, and activation create impulse for buying

• For improvement of Coca-cola market, a proper research work has done.

Sales Promotion Strategies are offering new & better ways of addressing

industries objectives.Coca-Cola has developed a unique sales promotion strategy

that offer a unique way to increase the sales of the soft drink.

16
17
 CHAPTER 2

Company profile

• Introduction of the company

• History & Development

• Company setup of Coca-cola India

• Coke plant in Patna

• Product Highlight

• Organization chart

• Mission

• Vision

• Competitors

• Awards

• Customers

18
 COMPANY INTRODUCTION

Coca-Cola, the product that has given the

world its best-known taste was born in

Atlanta, Georgia, on May 8, 1886. Coca-Cola

Company is the world’s leading manufacturer,

marketer and distributor of non-alcoholic

beverage concentrates and syrups, used to

produce nearly 400 beverage brands. It sells

beverage concentrates and syrups to bottling

and canning operators, distributors, fountain retailers and fountain wholesalers. The

Company’s beverage products comprises of bottled and canned soft drinks as well as

concentrates, syrups and not-ready-to-drink powder products. In addition to this, it

also produces and markets sports drinks, tea and coffee. The Coca-Cola Company

began building its global network in the 1920s. Now operating in more than 200

countries and producing nearly 400 brands, the Coca-Cola system has successfully

applied a simple formula on a global scale: “Provide a moment of refreshment for a

small amount of money- a billion times a day.”

The Coca-Cola Company and its network of bottlers comprise the most sophisticated

and pervasive production and distribution system in the world. More than anything,

that system is dedicated to people working long and hard to sell the products

manufactured by the Company. This unique worldwide system has made The Coca-

Cola Company the world’s premier soft-drink enterprise. From Boston to Beijing,

19
from Montreal to Moscow, Coca-Cola, more than any other consumer product, has

brought pleasure to thirsty consumers around the globe. For more than

115 years, Coca-Cola has created a special moment of pleasure for hundreds of

millions of people every day.

The Company aims at increasing shareowner value over time. It accomplishes this by

working with its business partners to deliver satisfaction and value to consumers

through a worldwide system of superior brands and services, thus increasing brand

equity on a global basis. They aim at managing their business well with people who

are strongly committed to the Company values and culture and providing an

appropriately controlled environment, to meet business goals and objectives. The

associates of this Company jointly take responsibility to

ensure compliance with the framework of policies and protect the Company’s assets

and resources whilst limiting business risks.

The biz.system of coca-cola in India directly employs approximately 6,000 people, &

indirectly creates employment for many more related industries throw our wash

procurement, supply and distribution system.

The vast Indian operations comprise 25 companies owned bottling operations & 24

franchises –owned bottling operations. The apart a network of contract packers also

mfg. a range of the product for company. On the distribution front, 10 tone trucks,

open-bay three wheelers that can navigate the narrow alleyways of Indian cities,

ensure that our product available in each corner of the country.

The coca cola is responsible for the mfg. distribution & sales of product across the

country.

20
 HISTORICAL BACKGROUND OF COCA COLA

Coca Cola is a very popular cola (a carbonated soft drink) sold in stores and

restaurants in more than 200 countries. lt is produced by the Coca-cola Company

which is also often referred to as simply Coca cola or coke. Coke is one of the world's

most recognizable and widely sold commercial brands; its major rival is Pepsi.

Originally intended as a patent medicine when it was invented in the 19th century,

Coca-cola was bought out by businessman Asa Griggs Candler, whose marketing

tactics led Coke to its dominance of the world soft drink market throughout the 20th

century.

The Coca -cola Company owns and markets other soft drinks that do not carry the

Coca -cola branding, such as Sprite, Fanta, and others. Coca cola was invented. In

Atlanta, Georgia, by John S. Pemberton, originally as a coca wine caned Pemberton's

French, Wine coca in 1885. He was ' inspired by the formidable success of European

Angelo Mariani's coca wine Mariani.

21
22
 HISTORY OF SOFT DRINK IN INDIA

The first brand of soft drink Gold spot established 53 years ago. Before all

empowering Coca-Cola entered the country to dominate the soft drink market, the

history of soft drink in India is quite drinking old. Down the ages, people consume

soft drink to give them a refreshing feeling. Gold spot is considered as the first brand

of soft drink in India, it was introduced in 1965.

Coca- cola at the same time entered the Indian mark t .and dominated the whole

market. It faced no though competition from the domestic market. Due to certain

circumstances the Coca cola Company discontinued its operations in India. In 1993

Coca Cola was launched in Agra (India) again with a slogan of "OLD WAVE HAVE

COME AGAIN" Joining the hand with Parle export Pvt. Ltd., The Company was

trying its best to regain prestige which it had before. At present only Coca Cola and

Pepsi Food are giving tough competition to each other.

Coca Cola was the first foreign drink came in India in the year 1965. Coca cola had a

very good beginning in the Indian market and it hardly faced any competition in

India. The marketing people did not even require advertising Coca Cola. This extra

ordinary success of soft drink could be attributed to following factors.

Later in 1970, it introduced Limca a lemony soft drink. Before limca they had

tentatively introduced by Cola-Pepsi which they had to withdraw soon in the face

battering confrontation with Coca-Cola. The Indian drink had a significant

opportunity in 1977 when Coca Cola decided to wind up its operation rather than

bowing to the government of India insistence of dilution of equity.

23
 HISTORY OF SOFT DRINK IN BIHAR

When Coca- Cola re-entered the Indian market The Hindustan Coca cola Beverages

Pvt. Ltd. of Patna, Bihar on lease for 20 years in 1997 98 started its operation. The

first product launched by Hindustan Coca Cola Beverages Pvt. Ltd. of Patna was

Coca-cola and after that all the remaining products came in the Bihar market. At

present the work force capacity of the Hindustan Coca Cola Beverages Pvt. Ltd. is

126 including all the departments.

The soft drink market in India is quite wide. The production of soft drink in Bihar was

stated on 27th with March 1967 with installation of a Coca Cola bottling plant in

Jamshedpur under the auspicious guidance of late industrialist Mr. Dharma Chad

Kumari which was named as Steel city Beverages Pvt. Ltd. The company controlled

the lions share in the soft drink market for nearly 10 years. Parle also entered this field

in Bihar with the installation of bottling unit in collaboration with Mr. Rajendra

Poddar in the name of Orient Beverage Pvt. Ltd. In 1997 with the advent of Janta

Party Government, it created trouble for Coca Cola which led to withdraw its

operation from India.

After the withdraw of Coca Cola from India the Parle monopolized the soft drink

market in Bihar and took a lions share of the beverages product from the industry

even after Mc. Dowell pure drinks and local drinks entered into the market. They

would not complete with Parle.

24
Once again with the liberalization of economy in 1991. Pepsi Food Ltd. Entered in

the India market. It shared its bottling of products in Bihar by Steel city Beverages

Company on 24th March 1991 owned by Kamani's collaboration with Birla Group

which was once the bottling plant for Coca-Cola. After the re-entry of Coke in 1993

the market scenario of Bihar also changed dramatically. Coca cola establishes its

bottling plant in Jamshedpur (Now in Jharkhand) and Patna to counter its archrival

Pepsi.

A soft drink is a non-alcoholic beverage. It is artificially flavored and content no fruit

juice or pulp. The invent of soft drink is really a classic example of today's marketing

theory which says “The real marketing spirit of marketing man lies behind the fact of

identifying a need, a real need of consumer and providing him the product to fulfill

his need”.

25
 THE COCA-COLA PATNA’s PLANT

Coke begins its operation on 4th Sept. 1998 by taking over the franchise bottler.

It is located at E-I Industrial Area, Patliputra. Plant is spread over an area of 1.75

acres and houses most sophisticated machinery to produce coca-cola and many other

brands marketed by the company.

The plant can produce around 24000 cases of soft drinks per day and employees 113

workers to do the same.

26
27
PRODUCT HIGHLIGHT

28
 Organizational Chart of
Hindustan Coca Cola Beverages Pvt. Ltd.

29
ORGANIGATION STRUCTURE

30
ORGANIZATION STRUCTURE IN COCA-COLA, INDIA

31
ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT
IN HCCBPL:

ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT

32
 MISSION, VISION AND VALUE

Our mission, vision and values outline who we are, what we seek to achieve, and
how we want to achieve it. They provide a clear direction for our Company and help

ensure that we are all working toward the same goals.

• OUR MISSION

Our mission declares our purpose as a company. It serves as the standard against

which we weigh our actions and decisions. It is the foundation of our Manifesto.

• To refresh the world in body, mind and spirit.

• To inspire moments of optimism through our brands and our actions.

• To create value and make a difference everywhere we engage.

• OUR VISION

Our vision guides every aspect of our business by describing what we need to

accomplish in order to continue achieving sustainable growth.

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 quality beverage brands that anticipate

and satisfy people's desires and needs.

Partners: Nurturing a winning network of customers and suppliers, together we

create mutual, enduring value.

33
Planet: Being a responsible citizen that makes a difference by helping build and

support sustainable communities.

Profit: Maximizing long-term return to shareowners while being mindful of our

overall responsibilities.

• OUR VALUE
Coca-Cola is guided by shared values that both the employees as individuals and the

Company will live by; the values being:

• LEADERSHIP: The courage to shape a better future

• PASSION: Committed in heart and mind

• INTEGRITY: Be real

• ACCOUNTABILITY: If it is to be, it’s up to me

• COLLABORATION: Leverage collective genius

• INNOVATION: Seek, imagine, create, delight

• QUALITY: What we do, we do well

'

34
 COMPETITORS TO HCCBPL

The competitors to the products of the company mainly lie in the non-alcoholic

beverage industry consisting of juices and soft drinks.

The key competitors in the industry are as follows:

• PepsiCo: The PepsiCo challenge, to keep up with archrival, the Coca-Cola

Company never ends for the World's # 2, carbonated soft-drink maker. The

company's soft drinks include Pepsi, Mountain Dew, and Slice. Cola is not the

company's only beverage; PepsiCo sells Tropicana orange juice brands,

Gatorade sports drink, and Aquafina water.

35
• PepsiCo also sells Dole juices and Lipton ready-to-drink tea. PepsiCo and

Coca-Cola hold together, a market share of 95% out of which 60.8% is held by

Coca-Cola and the rest belongs to Pepsi.

• Nestlé: Nestle does not give that tough a competition to Coca-Cola as it

mainly deals with milk products, Baby foods and Chocolates. But the iced tea

that is Nestea which has been introduced into the market by Nestle provides a

considerable amount of competition to the products of the Company. Iced tea

is one of the closest substitutes to the Colas as it is a thirst quencher and it is

healthier when compared to fizz drinks. The flavored milk products also have

become substitutes to the products of the company due to growing health

awareness among people.

• Dabur: Dabur in India, is one of the most trusted brands as it has been

operating ever since times and people have laid all their trust in the Company

and the products of the Company. Apart from food products, Dabur has

introduced into the market Real Juice which is packaged fresh fruit juice.

These products give a strong competition to Maaza and the latest product

Minute Maid Pulpy Orange.

36
 AWARDS
Coca-Cola wins Bhagidari Award - Fourth
time in a row

Coca-Cola India won the Delhi Government's

Bhagidari Award for the 4th consecutive year

for its efforts in Water Conservation and

Community Development. The award was

presented on the second day of the two days Bhagidari Utsav at Pragati Maidan, New

Delhi on February 3, 2007 by the Hon’ble Chief Minister of Delhi Smt. Ms. Sheila

Dikshit. We took this opportunity to also present the Water Calendar 2007 to the

Hon'ble CM.

The Bhagidari Utsav is an annual event to celebrate the success of 'Bhagidari' - A

public -private-community partnership program launched by the Delhi government a

few years ago.

Among the highlights of the Utsav was an exhibition cum display by some of the

partners of the Delhi government, where each partner showcased its initiatives to

make Delhi a 'better' place. In recognition of Coca-Cola's efforts in Water

Conservation and PET Recycling, we were given two stalls to outline our initiatives in

these areas. Ms. Dikshit was one of the first to visit our PET Recycling stall and after

being briefed on our PET Recycling program, she urged the Company to spread the

37
awareness on PET Recycling not just amongst the visitors to the Bhagidari Utsay but

also among people at large.

Our Water Conservation stall was visited both by the Hon'ble Chief Minister Ms.

Sheila Dikshit as well as by the Hon'ble Mr. A. K. Walia, Minister for Finance,

Planning, P.W.D & Urban development, Delhi Government, who were briefed about

the various programs undertaken by the Company to spread awareness and to

conserve water. The dignitaries were very appreciative of our efforts. We had

showcased a device called 'Drip Gauge' for the first time in the country at the stall.

Drip Gauge is a simple but effective tool to sensitize people to save water. A 3-D

Rain Water Harvesting (RWH) model demonstrating the utility, functioning and

commissioning of Rain Water Harvesting projects at individual households &

residential colonies was also on display. In addition, people were apprised of simple

methods to Reduce, Reuse, Recycle and Recharge water in their daily lives.

Our stalls evoked tremendous response from all stakeholders and nearly 3000 people

visited our stalls during the event of these nearly 2500 participate in the two quiz

contests that we ran at the stalls. Several Resident Welfare Associations and NGOs

also approached us seeking our guidance and help for RWH and PET Recycling

programs in their colonies.

St. Agnes College (Mangalore University) Wins The First Jimmy & Rosalynn Carter

Partnership Award In India.

38
(From left) President Jimmy Carter, Ms Rosalynn

Carter, Dr Sue Sehgal, Founder & President

Jimmy & Rosalynn Carter Foundation, Sister

Carmel Rita from St Agnes College and other

members of the College.

President Jim y Carter & Ms Rosalynn Carter

personally presented the Jimmy and Rosalynn

Carter Partnership Award for Campus community

Collaboration to St. Agnes College (Mangalore

University) for the exemplary work done by them in the field of 'Watershed

Management & Development'. - The award has been brought into India by Coca-Cola

India in association with Federation of Indian Chambers of Commerce & Industry

(FICCI).

The coveted award serves as one of the highest recognition for academic-service

learning to educational institutions for outstanding 'Campus Community Learning

programs.

St Agnes received a special handcrafted golden globe trophy, a citation & a cash prize

of US$ 10,000. The 2nd and 3rd runner's up i.e. Punjab University for its Literacy

Program & Aligarh Muslim University for its Pulse Polio Immunization Program also

received a citation and a cash' prize of US $ 3000 and US$ 2000 respectively. The

winner was selected by the foundation based on the combined merits of each program

out of scores of applications received for the award.

39
Speaking on the occasion, President Jimmy Carter said, "This will be the first

presentation or this award outside the United States, and it is particularly significant to

me that India is the next country to embrace this recognition of service. Many years

ago my mother, who was a nurse and Peace Corps volunteer, ministered to Indian

citizens. That experience touched her deeply, and the emotion she felt, and also the

love for India has filtered through to me through her recollections." Also present at

the Award Ceremony were Shri Kapil Sibal, Honorable Minister for Science &

Technology & Earth Sciences, Government of India & Aparna Sen, noted film actor,

director.

According to Atul Singh, President & CEO, Coca-Cola India, "President Carter and

Coca-Cola share a strong belief in the benefit of working for the local communities.

As an example o)r Company is actively spearheading water sustainability and

conservation programs in India. We have so far commissioned more than 220 rain

water harvesting structures in 17 Indian states both at bottling plants and in the local

communities. We are constantly trying to benefit the communities where we operate."

Carter Partnership Awards celebrate schools, communities, and businesses working

together to make a difference in the lives of people in ne d. The Award aims to be a

powerful motivator for the academic community to develop community service

programs in their curriculum and encourages the student community to inculcate

values of selfless service and empathy towards the community.

Other members present at the function included, Mr S K Poddar, President FICCI, Dr

Sue Sehgal, Founder & President, Jimmy & Rosalynn Carter Partnership Foundation,

40
Shri Farookh Abdullah, eminent

parliamentarian, Naveen Jindal (Member

of Parliament) & other well known

personalities. World Environment

Foundation Awards 2005 Golden

Peacock Environment Management

Award to Kaladera unit.

The World Environment Foundation

(WEF) awarded the prestigious Golden

Peacock Environment Management Award 2005 (GPEMA) to the Coca-Cola bottling

plant at Kaladera, near Jaipur, in recognition of its world-class environment practices.

Coca-Cola Indias ultra-modem ISO 14001 certified bottling plant in the State won this

top award in the medium scale Food & Beverage category from amongst more than

17 entries. The Kaladera unit is the fourth plant to get this distinction in the Coca-

Cola India after Baddi(Himachal Pradesh), Ameenpur (Andhra Pradesh) and Dasna

(Uttar Pradesh).

The award was presented to the plant team at a glittering function at Palampur by Dr.

OIa Ullisten, former Prime Minister of Sweden.

The Kaladera unit qualified on stringent selection criteria of an eminent international

and national jury of experts after a thorough evaluation of the plants compliance with

a WEF prescribed program assessment format covering various issues related to

environment management. The assessment covered a period of one year from 1st April

2004 to 31st March 2005 and several environmental performance indicators were

41
monitored and evaluated according to WEFs stringent parameters, for grant of this

award. Some of the environmental performance monitors are: energy use, water use,

wastewater discharge, compliance with Government regulations and positive impact

on local community.

The Golden Peacock Environment Management Award the GPEMA is designed to

encourage and recognize effective implementation of environmental management

system and this achievement has been made possible by the plants adherence to Coca-

Colas total quality program called The Coca-Cola Quality system (TCCQS). TCCQS

is all encompassing management system (Total Quality) covering environment

management and other business aspects such as safety and loss Prevention (SLP),

product quality, packaging quality, process capability improvement and customer

satisfaction.

UPEMA has been instituted by the Institute of Directors in association with World

Environment Foundation (WEF) and is designed to encourage and recognize effective

implementation of environment management system. The awards are given separately

for manufacturing and service organizations, and are assessed under the following

categories, viz large enterprises (251 and above employees), Medium Enterprises (51

to 250 employees), and Small Enterprises (upto 50 employees). WEF is a non-profit

NGO, which strives to foster partnerships and improve links between industry and

environmentalists for developing innovative strategies to minimize the environmental

degradation.

42
 CUSTOMER

As coca cola has a wide range of products. Its customer also varies according to taste

and preference. Coca cola is also available in can of 330ml which targets the upper

income class and their sale is also confined in those particular places.

Coca cola is available in cola, lemon, orange and juice flavor, accordingly customers

have choice for. Among the products of coca cola Thumps-up has lead the way with

45% of market share Fanta stands third after Mirinda.

Coca Cola Company has wide range of customers that falls under the distribution

channels of marketing. Customers may be CNF, distributor, retailers to final

customers, which are households.

43
44
 CHAPTER 3

Objective of the study

45
 OBJECTIVE OF THE STUDY

1) To know the reason behind prevailing dry outlet

2) To know the availability of activation element in dry outlet.

3) To know the problem in the distribution of activation element.

4) To identify suitable activation element according to the outlet's location.

5) To know the impact of activation element on sell when keep it outside.

6) To know the impact of activation element on customer.

7) To help M.D. (Market Developer) in outlet activation.

46
47
 CHAPTER 4

Research Methodology

• Scope of the study

• Observation

• Limitation

• Questionnaire

48
 RESEARCH METHODOLOGY

The methodology used to analyze the project is mainly based on survey method and

this survey was conducted through direct contact with grocery retailer, convenience

store, hotels.

For survey sample size was taken from different location of Patna using cluster

sampling technique and it was coveted with the help of market developer and key

account manger of the Hindustan Coca-Cola Beverage Private Limited.

SOURCES OF DATA COLLECTION

The data are collected from primary and secondary sources.

• PRIMARY SOURCES.

1.Direct interview with Grocery outlet, Convenience store, hotels.

• SECONDARY SOURCES

• Internet Sites - www.google.com,

www.Coca-Cola.com,

www.wikipedia.com,

www.coca-colaindia.com

• Activation booklet of the coca-cola.

• RED tracker of the market developer.

• Magazines - Business World Management and Technology

49
 SCOPE OF THE STUDY

1)The main scope of study is to understand the impact of S.G.A (Sells Generating

Assets) on sell.

2)To increase number outlets.

3)To make a platform for market developer to work on difficult dry outlet.'

OBSERVATION

• To collect order each and every outlet.

• To cheque Vz-cooler with 100% purity.

• To see a soft drink in Brand Order.

• To see every outlet is this soft drink present in display rack.

• To see every outlet Vz- cooler will present in prime location.

• To visit every outlet in regular basis.

• To go every outlet and listen any problems in Vz- cooler and soft drink to be

noted in complaine diary.

• To see each and every outlet worked in better condition.

• To see as a Market developer (M.D) every outlet full fill in terms and

conditions with Vz-Cooler.

• To see as a Market developer (M.D.) if any outlet will not selling your

product than you asked why you are not selling in my product. Then you give

advise to outlet.

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 LIMITATIONS

Although all efforts have been taken to make the results of survey as accurate as

possible but the survey suffers from the following limitations:

• The time period of study was only for two month so it was not possible to

cover all the areas and go into the depth of the problem and make analysis.

• The area of survey was Patna district and it was concentrated on urban area

only.

• The psychological condition varies from place to place because in many

places outlet owner was not supportive.

• The training was carried on in the peak season so market developer was not so

supportive.

• Some respondents left some of the questions unanswered either due to

inability to put a strain on mind or they did not know the answer.

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 QUESTIONNAIRE
TOPIC: TO IDENTIFY DRY OUTLETS IN PATNA
QUESTION FOR RETAILERS:

Name of the Outlet: …………………………………………………

Address: ……………………………………………………………..
Contact No.: …………………………………………………………

1. For how long have you opened your outlet?

a.One year b. Two years
c.Three Years d. More than 3 yrs.

2.Are you interested for selling the soft drink?

a. yes b. No

3.Which Companies soft drinks do you want to sell?

a. Coca-Cola b.Pepsi c.Both

4. According to you, what is the impact of brand order on your sale?

a. Substantial increased b. Minor Increased
c. Same d. Can’t say

5. Who executes all these executions on your outlet?

a. Distributor b.Company Personnel
c.Any other(Plea. Specify)………………………………….

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6. Are you facing any problems in supply of soft drinks from the Coca-
Cola Company?
a.yes b. No

7. What attribute you consider while selling soft drinks?

a. Taste b. Brand name
c.Quality d.Availabilty
e.Celebrity associated f. Advertisement
g. Any other (plea specify)……………………………………..

8. Which Brand do you prefer to sell for the specific flavor?

a. Thumsup or, Pepsi
b. Coca-Cola or, Pepsi
c. Sprite or, 7 up
d. Limca or, Mirinda Lemon
e. Fanta or, Mirinda orange
f. Maaza or, Slice

9. Which size of cold drinks do you prefer to sell?

a. 200 ml b.300 ml
c. 600ml d. Family Pack

10. Which affects more generally to sell soft drinks?

a. Convenience b. E & D
c. Grocery d. Any other

11.What are expectations you have from the company

…………………………………………………………………………

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…………………………………………………………………………
…………………………………………………………………………

12. Any Suggestion:

…………………………………………………………………………
…………………………………………………………………………
…………………………………………………………………………

THANKS FOR YOUR KIND CO-OPERATION

Date………………..
Signature

54
55
 CHAPTER 5

Project work undertaken

56
 TECHNOLOGY
Technology helps any business or

industry to keep pace with time. It is

a major weapon to get a competitive

advantage over its competitor.

WATER TREATMENT

Water treatment is very essential in

soft drink plant as the nature & quality of water varies from place to place. The water

taken out of bore well by the help of motor pump & pipe lines are connected in

storage tank where is pre-chlorinated by chlorinator & then by the help of pipelines

line comes to a treatment tank called a coagulation tank where to this water, solution

of different strength of bleaching powder ferrous sulphate, hydrate lime are added

through dosing pump to reduce alkalinity hardness, kills the bacteria. Mechanical

striper mixes the chemical & then the suspended matter settles down as sludge and

clear water passage to retention tank. From this tank the water passage through sand

filter containing fine sand and pebbles and carbon filter containing granular carbon

and finally through water polisher, micron filter, uv lamp to ensure clear and sanitary

water for use further' water is used In bottle washer and boiler need softening. For this

purpose, the water from storage tank after passing through two filter beds containing

fine sand and granular carbon respectively comes through a bed of resin where it is

softened. This softened water is essential to use in boiler & bottle. Water to reduce

scale formation inside the machines.

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SYRUP MAKING

For the syrup making of particular brand, calculated quantity of

sugar water, activated carbon (powder) & by flow super cell

known as filter aid are taken into sugar space to enter steam and

also filter by motor with agitated sugar syrup called raw syrup is

prepared by dissolving the sugar with continuous stirring and

heating by steam supplied by oil fried boiler this hot syrup by

the help of a pump is filtered through a filter press attached with

a series of quality filter paper to separate out carbon particles.

Clear hot syrup by the help of SS pipeline passes through water

P.H.E. for cooling then another P.H.E. circulated by glycol for further cooling. The

chilled syrup comes to a mixing tank, which is cleaned & sanitized prior to use. After

calculation of sugar quantity by Brix hydrometer, concentrate are added & mixed

thoroughly by a mechanical stirrer filter to the tank. This syrup is known as finished

syrup ready to drink the concentration mainly, the liquid parts are kept in a cold store,

the temperature of finished syrup is and room temperature is also maintained by air-

conditioner, all the containers used for syrup making are cleaned sanitized by soda -

di - carb, strong chlorine and hot caustic soda solution.

BOTTLING WASHING

Bottle washing is an important part in soft drink plant. The empty durable and

restorable bottles used are returned from market in plastic crates, are fed to bottle

washing machine (washer). The machine has double end system with circular chain to

carry the bottles. Caustic soda, tri- sodium phosphate, sodium gluconate is added to

58
the caustic tanks filled in with water heated by steam supplied by the boiler. The

empty bottles enter to the tanks in one end & after being cleaned by hot caustic

solution and finally washed with water through spray- jets fitter dared discharged in

other end. The washed bottles after proper inspection are directed to filling machines

through conveyor. SU819 & SU853 are used for conveyor. Cleaning and smooth

running of chain carrying bottles, SU260 & SU773 are used for bottle cleaning,

shining and mold removing concentration.

FILLING

Finished syrup and treated water lime are concentrated to a dosing pump, which

mixes syrup and water with ratio 1.5 and the syrup mixed with water enters to

carbonator tank to mix with carbon-dioxide gas which are preserved in cylinders for

use. The cylinders are connected through carbon dioxide pressure and temperature of

liquid; we use recording control (Taylor). The syrup passed through a PHE that is

cooled itself by circulation of chilled glycol supplied by chilling compressor. To run

the machine for chilling F-22 gas is used. The syrup being chilled easily mixes with

carbon- dioxide and enters to filter for boiling. The filter is fitted with filling valves

and lift cylinders. The lift cylinders function by pressure of air supplied by an air

compressor. The syrup known as beverage in this stage is filled in the cleaned bottle,

which are durable in nature and returnable by the buyer. By the filling machine by a

counter pressure of carbon-dioxide gas. After beverage is filled in bottle goes to the

crowner where with the help of crown corks the bottle are sealed (crowned) to product

the carbonation, flavor outside contamination and spoilage. The finished product are

coded, by coding machine and inspected properly by inspection light while passing

through the conveyer fitted with SS chains. The empty plastic crated, passing through

59
a conveyer enter to crates, which are durable in nature and returnable by buyer, put on

plates and sent shipping for shipment. The entire container in contact with syrup are

properly cleaned and sanitized by soda-bio-carb, hot water, hot caustic soda solution

and strong chlorine base.

TESTING OF PRODUCT

Finally the finished syrup during bottling is tested in laboratory to meet the

parameters and also to get standard and quality products. To maintain the standard

and uniformity in products, the sugar contents and carbonation in the filled bottle are

checked in regular intervals' by drink- hydrometers refract meter and pressured gauge.

A digital Ph meter tests TA and Ph Electronic digital balance is used to the weight

chemical to conduct test in lab. The purity of carbon dioxide is checked by a carbon

dioxide purity tester. The microbiology test of the products and water used in syrup

making and production are also done to ensure that the product is free from any

bacteriological contamination. To conduct the micro test, 'hot sterilizer incubator

autoclave, pads filter membranes are produced and used. The diesel generator is

operated is operated incase of electricity failure for smooth operation of the plant and

for drawn electricity from the state electricity board the transformer is used.

60
MANUFACTURING PROCESS

61
DISTRIBUTION NETWORK
HCCBPL has a wide and well managed network of salesmen appointed for taking up

the responsibility of distribution of products to diverse parts of the cities. The

distribution channels are constructed in such a way that the demand of customers is

fulfilled at the right place and the right time when it is needed by them.

A typical distribution chain at HCCBPL would be:

Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse

--- Retail Stock --- Retail Shelf --- Consumer

The customers of the Company are divided into different categories and different

routes, and every salesman is assigned to one particular route, which is to be followed

by him on a daily basis. A detailed and well organized distribution system contributes

to the efficiency of the salesmen. It also leads to low costs, higher sales and higher

efficiency thereby leading to higher profits to the firm.

DISTRIBUTION ROUTES

The various routes formulated by HCCBPL for distribution of products are as follows:

• Key Accounts: The customers in this category collectively contribute a large

chunk of the total sales of the Company. It basically consists of organizations

that buy large quantities of a product in one single transaction. The Company

provides goods to these customers on credit, payments being made by them

after a certain period of time i.e. either a month of half a month.

Examples: Clubs, fine dine restaurants, hotels, Corporate houses etc.

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 Future Consumption: This route consists of outlets of Coca-Cola products,

wherein a considerable amount of stock is kept in order to use for future

consumption. The stock does not exhaust within a day or two, instead as and

when required stocks are stacked up by them so as to avoid shortage or non-

availability of the product.

Examples: Departmental stores, Super markets etc.

• Immediate Consumption: The outlets in this route are those which require

stocks on a daily basis. The stocks of products in these outlets are not stored

for future use instead, are exhausted on the same day and might run a little into

the next day i.e. the products are consumed at a fast pace.

Examples: Small sized bars and restaurants, educational institutions etc.

• General: Under this route, all the outlets that come in a particular area or an

area along with its neighboring areas are catered to. The consumption period is

not taken into consideration in this particular route.

DISTRIBUTION SYSTEM
• Direct distribution: In direct distribution, the bottling unit or the bottler

partner has direct control over the activities of sales, delivery, and

merchandising and local account management at the store level.

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 • Indirect distribution: In indirect distribution, an organization which is not

part of the Coca-Cola system has control on one or more of the distribution

elements (Sales, delivery, merchandising and local account management)

• Merchandising: Merchandising means communication with the consumer at

the point of purchase to convey product benefit, value and Quality. Sales

people and delivery personnel both have this responsibility. In certain

locations special teams who go into business locations to specifically

merchandise our products.

DEPARTMENTS INVOLVED IN THE DISTRIBUTION PROCESS

The Distribution process mainly consists of three departments:

• Distribution Department: It appoints distributors and establishes a

distribution network, processes approved sale orders and prepares invoices,

arranges logistics and ship products, co-ordinates with distributors for

collections and monitors distribution stocks and their set-up.

• Finance Department: It checks credit limits and approves sales orders in

compliance with the credit policy followed by the firm, records collections

from distributors, periodically reconciles outstanding balances from

distributors, obtains balance confirmation from distributors and follows up

outstanding balances.

Shipping or Warehousing Department: It dispatches goods as per approved by

order, ensures that stocks are dispatched on a FIFO basis, ensures physical control

over load out area and updates warehouse stock records in a timely manner.

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65
 CHAPTER 6

Analysis and Interpretation of data

66
 ANALYSIS OF DATA
Data are collected from different location of Patna Market.

1.RAZA BAZAR 2.DANAPUR

3.RAJBANSI NAGER 4.PATEL NAGER

5.BAILY ROAD

SURVEY ANALYSIS.

The Survey was conducted in in different location of Patna. A Total survey Of 250
outlet was conducted.

1. INCEPTION OF THE OUTLET

2. SHOPKEEPER’S INTEREST TO SELL COLD DRINK

3. BRAND PREFERENCE

4.BRAND ORDER IMPACT

5. SERVICE PROVIDER

6. RESPONSE TO PROBLEMS WITH SUPPLY FROM COMPANY

7. ATTRIBUTES AFFECTING SALE

8. PREFFERED COLA FLAVOUR

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9. REFRESHER PREFFERED

10. PREFFERED ORANGE FLAVOUR

11. PREFFERED MANGO FLAVOUR

12. IMPACT OF ACTIVATION ELEMENT ON SALE

13. IMPACT OF ACTIVATION ELEMENT ON E&D

14. IMPACT OF ACTIVATION ELEMENT ON GROCERY

15. IMPACT OF ACTIVATION ELEMENT ON CONVENIENCE STORE

16. IMPACT OF RED ON SALE

17.COMPANY PREFFERED IN TERMS OF SCHEMES

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 CHAPTER 7

Suggestions and Conclusions

• Suggestions
• Conclusions

69
 SUGGESTIONS

Taking the above analysis into consideration, the following points can be regarded for

further marketing of the product:

• It should be essential to provide SGA to company’s keys outlets and the

quality of the SGA should be good especially it should consume less
electricity.

• Company should introduce incentive based schemes for RED score. Incentive
should be different for different RED score.

• Company should start campaign to provide information about RED to the

outlets because many of them have no idea about RED.

• Company should instruct MD to achieve a certain target of RED score in a

particular month.

• Higher authority of the HCCBPL should make regular visit to the RED outlet
of the various areas & should deal with complaints.

Schemes should be provided at regular interval especially in the peak seasons

and Information of schemes should be crystal clear.

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 CONCLUSIONS

• Coca-Cola is the leading soft drink brand in Patina region & most selling brand in

the region is Thumps Up, Sprite and Maaza.

• According to most of the outlet owners the product which is seen is sold i.e. "Jo

Dikhta Hai Woh Bikta Hai".

• Prime position of Visi-cooler outside the outlet plays an important role in the

selection of the soft drink by customer.

• Few activation elements like Table Top, Glow Shine Board, Hanger; Road Stand

plays a major role in increasing sell of the soft drink.

• Supply of product as well as stock keeping unit is not up to the mark.

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72
 CHAPTER 8

Bibliography

BIBLIOGRAPHY
Reference:

Books Authors

Marketing Research :Naresh Malhotra

Marketing Management :Philip Kotler

Research Methodology :C. R. Kothari

Websites :

www.quickmba.com

www.indiacom.com

www.yellowpages.com

www.coca-colaindia.com

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