Professional Documents
Culture Documents
ON
“RIGHT EXECUTION DAILY OF COCA-COLA
PRODUCTS IN GORAKHPUR CITY”
PREPARED AND PRESENTED TO
I here by declare that the project, which is being presented in this project report entitled “Right
execution Daily of Coca-Cola and Pepsi Products in Gorakhpur City”, is an authentic record of
my own work during the period of 6 weeks. This information given by me in this report is
exclusively for concerned organization and would not be submitted by me anywhere else.
Akhtar Nawaz
GORAKHPUR
and Mr.Ganesh Gupta (Ditribution Manager), who allotted me this interesting topic and
without whose guidance and constructive criticism this report might have not been completed. I
us. I appreciate for their cooperation and contributions for helping us in making project factual
and informative.
I also express my gratitude to Prof. (Dr.) JAI BEER PRATAP SINGH (Director), Mr.
Dr. Naresh Gill , (H.o.D of MBA Deptt) And (Lecturer & Faculty Guide of MBA Deptt.) of KIPM
Akhtar Nawaz
Soft drink includes all types of non alcoholic carbonate flavored or otherwise sweetened
beverages. Soft drinks are mostly packaged in 200 ml, 300 ml, 500 ml, 1000 ml, 1500 ml, and
2000 ml and comes in a variety of flavors. It also comes in glass as well as in plastic
bottles.5ince so many changes and transformations are under going ever changing consumer
demands, Govt. Policies and innovative packaging. Then industries are much emphasizing
With the introduction of fruit pulp based soft drinks, packaged in cardboard
cartoons known as "TERRAPACK" has been introduced in the market. The bottled soft drink
market has undergone a marginal decreases in demand After 1994 the eminent re-entry of
coca-cola in Indian soft drink Industry it is heading for two giants war to capture the market. It
has introduced various sharp and efficient tools say tour packages, prizes gift other avenues to
3. Preface
4. Acknowledgement
5. Declaration
Industrial Profile
Carbonated Soft Drink (Csd) Industry
Coca-Cola History in India
Company Profile
History of Coca-Cola
Fabulous Facts about Coca-Cola
Soft Drink Market India Scenario
Important Landmarks of Company
Awards
The Coca-Cola Promise
Policy
Strategy Adopted by Coca-Cola
Competitive Situation
Introduction of The Organization
Organization Structure
Organizational Structure Chart
Company's Objectives and Goals
Product Profile of Coca-Cola
Right Execution Daily (RED)
8. Project Profile --------------------------------------------------------------------- 69-70
Relevance of Topic
9. Research Methodology --------------------------------------------------------------- 71-77
Sample Profile
Findings
Main Objective -
* To find out the market share of Coca-Cola products in the market in comparison to the
Pepsi product.
* To find out the current status of the Sales Generating Assets (S.G.A.)
Secondary Objective -
* The find out the more potential market & retailers.
* To get the suggestions from retailers to improve the market share of Coca-Cola.
* The whole survey was mainly based on retailers & distributor of the soft drinks.
Problem defination: -
The cola wars had become a part of global folklore - something all of us took for granted.
However, for the companies involved, it was a matter of ‘fight or succumb.'Both print and
electronic media served as battlefields, with the most bitter of the cola wars often seen in form
In the early 1970s, the US soft-drinks market was on the verge of maturity, and as the major
players, Coke and Pepsi offered products that ‘looked the same and tasted the
same,'substantial market share growth seemed unlikely. However, Coke and Pepsi kept
tactics.
Gorakhnath , Bargadwa ,FCI road , Mohripur , Maniram, kauriya Jungle, Peepi ganj ,
Above area are selected as sample of the research because these are main market of all
items where almost every day above 70% population of Gorakhpur City and its nearby rural
Collection of Data
1. Primary Data
Retialer Survey
Consumer servey
Personal Interview
2. Secondary Data
Website,
Magazine
Sample Size
Coke is having four Cola brands i.e. Coca Cola & Thums-up Limca & Sprite covers
more target customers. Those consumers who prefer hard Cola drink choose Thums-
Up & Sprite & those who wants soft drink prefer Coca-Cola & Limca.
The no. of specific outlets for Coke is more comparing to Pepsi. Thus larger markets
share in the area covered by Coke.
About 70% to 80% of consumers prefer the taste of the drinks of Coke Co.
Suggestions: -
The company should move with societal marketing concept "The Societal Marketing
Concept holds that the organization's task is to determine the needs wants & interest of
target market and to deliver the desired satisfaction efficiently than competitors in a way
Retailers have emerged as major opinion leader and high retailer margin should be
There should be proper allocation of each activity on the basis of city & population.
There should be proper visit of Area Sales Manager at least once in a month to sort out
the problem of retailers like leakage replacement etc. & to motivate the retailers selling
Topics covered: -
Competitive Situation
Brand Competition
Organization Structure
Introduction of Organization
INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta, Limca, Sprite,
Vanilla Coke, etc.) hold a 62% market share that appears to bear concentrated rush to beg a
Various national & multinational firms are engaged in soft drink market due to increase in its
demand day by day. As far as INDIA soft drink market is concerned there are major company’s
engaged having a big completion to capture the soft drink market are namely Coca-Cola &
Pepsi. While Campa Cola & many local cola’s still notice in the Indian Market.
Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the American soft
drink industry, Pepsi cola was a drink less to manufactures & with a less satisfactory taste then
Coke. Where as Coca-Cola major selling point was more drink for the same price and Pepsi
emphasized on advertising.
During World War II Pepsi & Coke both enjoyed increased sale. After the war Pepsi sale was
started to fall relatively to Coke, resulting the Coca-Cola had starting to click the
Market share. A number of factory contributed to Pepsi problem were poor image, poor
At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great reputation for
merchandising. He and his staff recognized that the main hope lay transforming Pepsi
In India another company engaged in soft drink market is Coca-Cola. It is one of the most
widely known, accepted and admired trademarks of the world. Coca-Cola was their in India till
1977, when the Indian Government banned it due to strong resentment against multinational
company’s Coca-Cola was re-launched again in India in September 1993 at “HATHRAS” near
Agra. The India people welcomed the come back of their most loved Cola in the country with
great enthusiasm and vigor.
Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps Up, Gold
Spot, Limca, Citra, Maaza, Soda.
Soft drink industry is one of the fastest growing industries in India. The basic idea behind
the rapid growth of this industry is due to following reasons:
1. The great corporate war between Coke & Pepsi, who left no stone unturned, for
monopolizing the India Soft Drink market.
2. The basic ideology of these two giants is to promote soft drinks as a food item in India
hold.
3. The long hot summers in India have increased the consumption of soft drinks.
Industry Structure
There are three major participants in the production-carbonated soft drinks. They
are concentrate producers for example roughly one – half if Pepsi – cola’s sale are through
company owned bottles ; the remaining volume is sold through franchises bottles line of soft
drink in a defined territory , and not allowed to market to market a directly competitive major
brand.
The principal retail channel for channels for carbonate soft drink are supermarkets,
convenience store, vending machines fountain service, and thousand of small outlet. Soft
drinks are typically sold in glass bottle and in plastic and cans except for fountain services.
In fountain service syrup is sold to a retail outlet. Which mixes the syrup with carbonated
India soft drink industry is witnessing a boom time. Its growth rate is around
20% with which such growth rate, volume could reach billion crates with in 10 years. Three
major multinational companies are fighting to grab a major chunk of business from Indian
markets. These three coca-cola, Pepsi, Cadbury. All of these companies have seen an
enormous potential in this country. Consequently, by world standard, Indian per capita
There fore these soft drinks grants feel that fire capita consumption can only grow up. Soft
drink industries has already seen and estimated sale of around 240 million crates higher then
last year’s sale of 204 million in 1998. The Main reason for such a high growth rate heightened
competition between coca-cola and Pepsi, Cadbury, bring a new entrant is for behind.
India is actually more vivid in taste and preference then any other country market.
Delhi jar instance, account for about 20% of total soft consumption in term of sales.
There are about 4, 80,000 soft drinks retailers in India and their numbers are increasing day to
day. This actually means that there is just one soft drink retailer on a population of 37,600,
which is far below the international standard. Where as Philippines has one soft drink retail
counter over a population of 150 people i.e. 4, 00,000 outlet on a population of 60 million.
drinking product among Indians. The Coca-Cola in India has setup an independent
organizations which is H.C.C & B.C.C with a capital of 350 U.S.$ each by virtue of sellout
Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of this
plant, land, machinery, & intellectuals on February 14’ 1998 and since then H.C.C, looking
after all its affairs under company owned bottling plant to establish integrated marketing
In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This
Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia it
was May 1861 when the pharmacist concocted a caramel colored syrup in three–legged brass
kettle in his backyard. He first distributed the new product by carrying Coca-Cola in a jug cown
carbonated water was teamed with the new syrup, producing a drink that was proclaimed
Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested the name and
penned as “Coca-Cola” in the unique flowing script that is still famous worldwide today.
Dr. Pemberton’s sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red has
been a distinctive color associated with the No.1 soft drink brand ever since. For his efforts, Dr.
He purchases it from the Dr.Pemberton family for $ 2300. With in 4 year his merchandising flair
than six decades of leadership took the business of commercial success making Coca-Cola an
institution the world over. Coca-Cola begins as a never tonic, but candy merchant Joseph A.
Biedenharn of Mississippi was looking for awry to serve refreshing beverages. He responded
to this demand began offering bottle Coca-Cola using syrup shipped from Atlanta, during a hot
summer in 1894.
Nagoya building in front of the Nagoya railway station. The sing is a double sphere
constructed from more then 46 tone of steel, more 940meter of neon tubing, and more
then, 879 light bulbs. The outer shape features the coca-cola logo and contour bottle,
while the inner sphere portrays a comic scene with twinkling planets and stars.
2. One of the world’s largest signs for coca-cola is located on a hill called “ELHACHA” in
America, Chile. It is 400 feet wide and 131 feet high and is made from 70,000, 26
ounce bottles.
3. The first out door paint sign advertising coca-cola still exists. It was painted in 1894 in
Cartersville, Georgia.
5. If all the coca-cola ever produced were in 8- ounce bottles. And these bottles were
distributed to each person in the world. There would be 678 bottles or over 42 gallons
end to end to from a lane highway, it would wrap around the earth 82 times.
7. If all the coca-cola ever produced were flowing over Niagara fall at its normal rate of
105 million gallons per second instead of water, the falls would flow for about a day
The largest representation of the world’s best known package 100 foot tall glass contour bottle
The coca-cola company reintroduced coca-cola in India on October 23, 1993, after an absence
of 16 years. The coca-cola company received approval from the government in July 1996 to
In July 1997 the holding company was permitted by the government to operationally its
bottling subsidiaries. The bottling subsidiary currently owns and operates twenty-six bottling
plants and sixty distribution centers across India. In addition, it uses 20 contract packers to
augment its production capacity and cater to the increasing demand for its wide portfolio of
beverage.
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
shifted into the services sector. In the process, India had created the world’s largest middle
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 Ghandi and his
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
Coca-Cola come back in the year 1993 after liberalization and was launched at
Agra with the slogan "Old wave have come to Indian again". At the time parle was the leader in
the soft drink market and had more than 60% of the total shore in soft drink. Coca-Cola joined
hands with parle and to enter India after 17 years. By striking a 40 million deal with Parle. Coke
almost made a clear sweep and made its good as “To become all time all occasion drink not a
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal
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 in
India. After a 16-year absence, Coca-Cola returned to India in 1993, cementing its presence
with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling
network. Coke’s acquisition of local popular Indian brands including Thums Up (the most
Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and
distribution assets but also strong consumer preference. This combination of local and global
Leading Indian brands joined the Company's international family of brands, including Coca-
Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company
launched the Kinley water brand and in 2001, Shock energy drink and the powdered
concentrate Sunfill hit the market. From 1993 to 2003, Coca-Cola invested more than US$1
By 2003, Coca-Cola India had won the prestigious Woodruf Cup from among 22 divisions of
the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola
India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the
Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity
at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003.
Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven
for the company. The complete manufacturing process had a documented quality control and
assurance program including over 400 tests performed throughout the process .
support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three
wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow
In addition to its own employees, Coke indirectly created employment for another 125,000
Sanjiv Gupta, President and CEO of Coca-Cola India, joined Coke in 1997 as Vice President,
Marketing and was instrumental to the company’s success in developing a brand Coca-Cola
India.
The Indian consumer and in tapping India’s vast rural market potential. Following his marketing
and then as Deputy President. Seen as the driving force behind recent successful forays into
packaged drinking water, powdered drinks, and ready-to-serve tea and coffee, Gupta and his
India’s one billion people, growing middle class, and low per capita consumption of soft
drinks made it a highly contested prize in the global CSD market in the early twenty-first
century. Ten percent of the country’s population lived in urban areas or large cities and
drank ten bottles of soda per year while the vast remainder lived in rural areas, villages, and
small towns where annual per capita consumption was less than four bottles. Coke and
soft drinks were once considered products only for the affluent, by 2003 91% of sales were
made to the lower, middle and upper middle classes. Soft drink sales in India grew 76%
between 1998 and 2002, from 5,670 million bottles to over 10,000 million
and were expected to grow at least 10% per year through 2012.
In spite of this growth, annual per capita consumption was only 6 bottles versus 17 in Pakistan,
With its large population and low consumption, the rural market represented a significant
opportunity for penetration and a critical battleground for market dominance. In 2001, Coca-
Cola recognized that to compete with traditional refreshments including lemon water, green
coconut water, fruit juices, tea, and lassi, competitive pricing was essential. In response, Coke
Company.
1993 Coca-cola bought all the Parle Products Thumps up, Limca,
Environment Management Award – 2004 (GPEMA- 2004)” for excellent environment practices
The Dasna unit won this award in the Food & Beverage Industry category for its environment
practices among hundreds of entries received from across the country. The annual award
winner is decided on the basis of a rigorous assessment procedure, which includes a visit to
Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO, Coca-Cola India
said, “We are proud to win this coveted award. At Coca-Cola we are committed to preserve,
protect and enhance the environment and this simple belief guides us in everything that we do.
We will continue to further improve our systems and are confident of making a significant
The award will be formally presented to the company shortly by Institute of Directors, an
independent body that recognizes the achievements of manufacturing units under the
Environment Foundation (WEF), at an official function during the 6th World Congress on
Environment Management.
global quality program called The Coca-Cola Quality System (TCCQS). TCCQS not only
covers environment management, but also takes into consideration other business aspects
such as safety and loss Prevention (SLP), product quality, packaging quality, process
capability improvement and customer satisfaction. Strict compliance with TCCQS, often rated
as a programmed equivalent to the internationally reputed ISO 14001 System, has also
enabled all the company-owned bottling plants in the country to successfully get the coveted
The award has been granted after a thorough evaluation of Dasna plant’s compliance with a
WEF prescribed program assessment format over a period of 1 year from 1st April 2003 to
31st Mach 2004 during which several environmental performance indicators were monitored
and evaluated according to WEF’s stringent parameters: energy use, water use, wastewater
GPEMA has been instituted by the Institute of Directors in association with World Environment
environment management system. The award is given both in manufacturing and service
sectors.
The coca-cola company exists to benefits and refresh every one it touches. The basic
proposition of our business is simple , solid and timeless . when we bring refreshment , value ,
joy and fun to our stakeholders then we successfully nurture and protect our brand ,
particularly coca-cola . that is the key to fulfilling our ultimate obligation to provide consistently
More then a billion times every day , thirsty people around the world reach for coca-cola
Quality – every time . our promise to deliver that quality is the most important promise we
make . and it involves a world-wide , yet distinctively local , network of bottling partner ,
supplier , distributor and retailers whose success is paramount to our own. Our investment in
local communities in over 200 countries totals billions of dollars in jobs, facilities , marketing,
the purchase of local good and services, and local business partnership. Always and every
where , we pursue continuous innovation in the products we offer the processes we use to
make them, the package we develop and the way we bring them to market .
For us, Quality is more than just something we taste or see or measure. It shows in our every
keeping our Quality promise in the marketplace is our highest business objective and our
enduring obligation.
More than a billion times every day, consumers choose our brand of refreshment because
Coca-Cola is...
Availability:
Packaging, dispensing systems, distribution systems, marketing programs and training and
development programs.
Affordability:
The consumer can afford the Coca-Cola products at a very reasonable price.
Acceptability:
Making Coca-Cola brand is the beverage choice for any occasion depends on the likings, taste
and preferences of the target audience. Acceptability can also be increased through
advertising, sponsorships, promotions; youth market activities, community programs and other
activities.
The cola wars had become a part of global folklore - something all of us took for granted.
However, for the companies involved, it was a matter of ‘fight or succumb.'Both print and
electronic media served as battlefields, with the most bitter of the cola wars often seen in form
In the early 1970s, the US soft-drinks market was on the verge of maturity, and as the major
players, Coke and Pepsi offered products that ‘looked the same and tasted the
same,'substantial market share growth seemed unlikely. However, Coke and Pepsi kept
tactics.
This modus operand was followed in the Indian markets as well with Coke and Pepsi resorting
to more innovative tactics to generate consumer interest. In essence, the companies were
trying to increase the whole market pie, as the market-shares war seemed to get nowhere.
This was because both the companies came out with contradictory market share figures as per
surveys conducted by their respective agencies - ORG (Coke) and IMRB (Pepsi). For instance,
in August 2000, Pepsi claimed to have increased its market share for the first five months of
calendar year 2000 to 49% from 47.3%, while Coke claimed to have increased its share in the
Coke had entered the Indian soft drinks market way back in the 1970s. The company was the
market leader till 1977, when it had to exit the country following policy changes regarding
Campa Cola, Thumps Up, Gold Spot and Limca etc. However, with the entry of Pepsi and
Coke in the 1990s, almost the entire market went under their control. Making billions from
selling carbonated/colored/sweetened water for over 100 years, Coke and Pepsi had emerged
Coke was born 11 years before Pepsi in 1887 and, a century later it still maintained its lead in
the global cola market. Pepsi, having always been number two, kept trying harder and harder
In this never-ending duel, there was always a new battlefront opening up somewhere. In India
the battle was more intense, as India was one of the very few areas where Pepsi was the
leader in the cola segment Coke re-entered India in 1993 and soon entered into a deal with
Parle, which had a 60% market share in the soft drinks segment with its brands Limca, Thums
Up and Gold Spot. Following this, Coke turned into the absolute market leader overnight. The
company also acquired Cadbury Schweppes'soft drink brands Crush, Canada Dry and Sport
Bottling was the biggest area of conflict between Pepsi and Coke. This was because, bottling
operations held the key to distribution, an extremely important feature for soft-drink marketing.
As the wars intensified, both companies took pains to maintain good relationships with bottlers,
When Coke re-entered India, it found Pepsi had already established itself in the soft drinks
market. The global advertisement wars between the cola giants quickly spread to India as well.
and its advertisements the world over were believed to be more popular than Coke's.
It was rumored that at any given point of time, both the companies had their spies in the other
camp. The advertising agencies of both the companies (Chaitra Leo Burnett for Coke and HTA
for Pepsi) were also reported to have insiders in each other's offices who reported to their
Pepsi and Coca-Cola both are American company. Pepsi earn more profit from its native
country where as Coca-Cola get most part of its profit from overseas. In India, Coca-Cola
capture 58% share market and Pepsi has only 42% of share market of soft drink. Coca-cola is
far head in carbonated soft drink competition where as Pepsi performing well in snack segment
in comparison of Coca-Cola.
There are number of brands of soft drink in the market of various companies. Various brand
6. Mazza Slice
7. Kinley (water mineral) Aquafina (water mineral)
The huge profile in the soft drink industry attracted Mr. L D. LADHANI towards this
business. He established and registered AMRIT BOTTLER PVT. LTD. (ABPL) 1993.It is
located at Allahabad Road, near village Chandpur. Harban post office Dhabasemar, Faizabad.
The plant was erected and commissioned in 1993. Later production started on 22 nd
March 1994 with the capacity of bottling unit up to 280 B.P.M.I i.e. 5600 crates of 24 bottles of
each per 8 hours schedule. The utilization capacity is about 70% of total capacity. Originally all
the flavors were bottled in 300ml container. Bottling carried on support of 40 technician's
qualified production plant charge with support of 40 technician's team, having capacity to
Total cost of the project at the time of installation was Rs. 1.26 Crores. The meet of
finance eas assisted from PICUP, UPFC & Bank OF INDIA Central investment capital
subsides with generator subsidy were also sanctioned and included in means of financer ship.
The principle materials are purchased from Parle Exports against payment as prescribed rate,
Rest of raw materials is purchased from market within and outside of the State.
For every organization, a structure is necessary upon which the organization is founded.
a structure is not a choice of the organizer, it's mainly upon the pattern of the organization.
Structure, in a simple term is the pattern in which various parts of components are
inter related or inter connected and in this way it is established pattern of relationship, among
In order to make the organizational structure more effective; one should keep in
mind the essential features of a good organizational structure that can meet demand of various
factors namely environment technology, size & people coming to the organization
The ABPL has a management board. The Managing Director is executive head of the
organization. At present Mr. Naresh Ladhani Managing Director of ABPL but overall polices
regarding management decision and all the executive function are looked and performed by
Mr. R. Ladhani, who is well assisted advised by the Managing Director for day today decision
& general administration as well as management. The director looks after all functional
the head of the production department too he looks after production i.e. Bottling process
A.B.P.L. do marketing in all the area covered by them through SAKET SALES & SERVICES
PVT. LTD. & A.B.P.L. has many agencies scattered in all areas. The account department
controls over all the transactions. Under it there is a Chief Accountant who maintains the
different account of the organization. The purchase officer is the in charge of all the purchase
activity of the company & workers according to the requisition raised by the different
departments.
The Sales Manager is the in charge of all type of marketing activity i.e.
Sales, promotion, advertisement, market study & shipping (storing of sold bottles as well as
loading & unloading of the vehicles). But the main function of the sales manager is to control
over distribution channels, Sales Executive, City Sales Executive & supervisor assisting the
Sales Manager.
Managing Director
Supervisor Chemist
Sales Manager
Sales Executive
Statistician
( In each District)
Assistant to Chief
A/c Officer
* AKBARPUR * GOPALGANJ
*BAHRAICH * GORAKHPUR
* BANDA * MAHARAJGANJ
* BASTI * PADRAUNA
* DEORIA * PRATAPGARH
* FAIZABAD * SALEMPUR
* FATEHPUR * SIWAN
* GONDA * SIDDHARTHNAGAR
* SULTANPUR
A- Production Process
The following raw material are required to prepare bottled soft drinks: Water Essence,
Sugar, Co2 gas Crown Some chemicals like Hy flow super cell. Activated Carbon Powder,
Power
PRODUCTION PROCESS-
Coming to the manufacturing process of the soft drinks, it may be mentioned that the
process to manufacture the various soft drink is more or less the same. The process begins
with the preparation of the Syrup. This syrup is prepared by mixing sugar & water in steam
jacketed stainless steel vessel. The syrup is then cooled in the exchanger after the process of
filtration of the syrup. This filtration of syrup is done through stainless steel filter.
After the cooling process the concentrate essence supplied by the PARLE Exports (P)
Ltd Bombay is mixed in the prepared syrup in the tank. After the mixing process the dilution of
mixed concentrate takes place with the help of treated water. After this process the soft drink is
ready to be filled the washed bottles. The washing process is also automatically done with the
help of washing machine. The cleared bottles & filled bottles are conveyed automatically.
The following processes & machines are involved in the bottling procedure, All the
WATER TREATMENT-
Firstly we take simple water, form this simple water we find beverage water on Zero part
per million. For this purpose we mixed up lime water firstly. After then mix up Ferrous sulphate
bleaching powder (30% to 33%) in this simple water (Bleaching powder kills bacteria) after
SYRUP PREPARATION-
High-grade sugar (carbonated water) is mixed with beverage water after then mix up
Hy flow super cell activated carbon powder (to clean the odor. color and! dirtiness of the sugar)
after then they heat it 85c, just to kill the bacteria, after then! they find the raw syrup and collect
There are few tanks in the room. In this they store the flavor of Thumps up, Limca, Coke,
Fanta and soda, In these tanks they mix up raw syrup+ citric acid+base after then they find
AIR COMPRESSOR-
BOILER-
Boiler is to generate the steam, it is used in:-Bottle washing machine Syrup Co2 plant.
REFRIGERATION PLANT-
HEAT EXCHANGER-
Co2.
In this tank Co2 gas dissolved in beverage water and then they get carbonated beverage.
BOTTLE WASHER-
Dirty bottles are washed and sterilized in hot caustic soda and rinsed with soft water.
FILLER MACHINE-
Washed empty bottles are entering in this filter though conveyor's Chain and than it is
crowned.
CROWNER-
Each bottle is crowned with metallic caps to protect the purity of content.
ROLLER CONVEYOR-
That is the movement point of point empty plastic crates. From this point the dirty empty
bottles are loaded into washer to the point where filled crowned bottles are collected.
LIGHT CONTROL-
QUALITY CONTROL-
In ABPL strict quality control is done at all levels of process as well as for sealed bottles.
LAB -
5- Syrup premix
6- Bottler
The organizational structure of Saket services is very simple and it contains Managing
Director (M.D.), Sales Manager, Regional Sales Manager, Area Sales Manager,and Sales
post holders do all the activities of sales and distribution management. This type of
1- MANAGING DIRECTOR:
The Managing Director is also the owner of this company is honorable Mr. Naresh
Lodhani. He controls & directs over all the activities of the company. It is the duty of the Sales
Manager to report all the information about the Sales & Distribution Channels to the Managing
Director.
No plans & policies can be finalized without the recommendation of the Managing
Director. He can change or reject the decision taken by the Sales Manager. He keeps the Veto
2- SALES MANAGER:
Sales Manager is also regarded as Marketing Manager who controls over all the
activities of the market Mr. Sanjeev Garg is the Sales Manager. Sales Manager the business
activities that direct the flow of goods & services from manufacturer to the consumer.
Marketing activities of the Sales Manager involves the study & analysis of consumer taste,
their demand, production of goods, its packaging, publicity & after sales service etc. Sales
as to make and sell what the consumer want at a reasonable price, that he is willing to pay and
with product characteristic that he want in the product (Soft Drink). The soft drink should be
Sales Manager defines the products objectives, pricing objective, distribution strategy
& his promotional activities. For proper planning Sales Manager has to perform the following
tasks-
marketing activities.
• Determining the product line strategy and planning for product diversification.
Sales manager controls all the functions relating to the market. He fixes the sale
standard for the market and for the sales executives, analyze their own performance with the
set standard and takes corrective action when ever necessary. If deviation is positive he tries
Sales Executive performs very important role in the market. Sales Executive remains
in direct touch retailers and work under the area Sales Manager.
Sales Executive are given a specific target to Sale the soft drinks in a certain period-
Due to direct relation with the retailers these executives can listen the grievances of them. The
executives have also the authority to provide promotional materials like glow signs, racks,
boards, posters, openers & Sales generating aids like Ice box, cooling freezes & freezer's etc.
own product by doing "Intelligence" type studies designed to have a view of competitors
marketing practices sales policies. Coca-Cola Company is getting benefit significance with the
help of the executives. The company pays attention towards them & they keep the activities &
******
Sales Manager
Sales Executive
Sales Man
Producers normally use a number of marketing intermediaries for talking their products to
users.
Distributors.
Whole sellers.
Marketers.
Stockiest.
Franchised Dealers.
Retailers.
Authorized Representatives.
Brokers.
Commission Agents
Distribution channel play a pivotal role in the successful marketing of most products
Evaluation of company resources and matching the channel design to the resources.
Development of alternative channels designs and Selection if the one that suits the firm
most.
After the production process the next main step is distribution & sales. The production is
made to satisfy the need of the customer. Thus the product must reach to the customer for
whom it is made. There are different channel of distribution i.e. goods may be passed on to the
MANUFACTURER
STOCKIST/DISTRIBUTIOR
SEMI STOCKIST
RETAILER
CONSUMER
There are two criteria of selection of distribution channel of Coca-Cola Company. First the
channel chosen for the company's product intimately affects the other marketing decision i.e.
pricing decision, advertising decision, sales decision etc & second channel decision involves
organization. It is very necessary to choose the best stockiest. For this purpose the executive
surveys about the potentiality of different stockiest & communicate the information to the
higher authority. Then the company allots the agency to the best contestant on city level.
In Gorakhpur market while conducting our market survey we observed two types of
1- BY CUSTOMER DIRECTLY:
Consumer are very important for any enterprise. In Gorakhpur market most of the
household are of middle class & they frequently use soft drink in any simple or marriage party.
That's way the agencies also receive the order from the consumers for self-consumption &
2- BY RETAILERS TO CONSUMER:
Retailers are very important link between the consume and the manufacturer. They
also play a very sensitive role of conveying the message regarding the liking &disliking of the
consumers. It has been remarked that they are the marketing arms of the Coca-Cola Co.
• Physical movement &storage of product for the supply to the consumers to meet their
requirements.
• To provide information concerning the nature & use of the product to the Consumer.
• To make the soft drinks of various kind available for the consumers.
Manufacturer
Agency
Retailer Retailer
Consumer
SALES PROMOTION
The main purpose of sales promotion activities is to stimulate consumers & dealers
effectively. Sales promotion directed to increase the consumption rate or to attract the new
consumers towards the company's product. Coca-Cola Co has adopted some sales promotion
for Coke. These Sales promotion activities are for consumers & retailers both. Consumers
promotional activities are simple e.g. increase in quantity at the same price on the other hand
retailers promotional activities include cash discount on purchase, deal on carets, display
schemes & Sales generating aids (S.G-A.) like openers, umbrellas & cooling system like
Advertising and sales promotion being a part of marketing mix is integrated with
marketing objective and coordinate with other selling efforts such as the effort of sales
Executive. The Sales Executive of Coca-Cola Co, report about the different advertising and the
1- PROVIDING INFORMATION:
The purpose of sales promotion for Coke is to provide information regarding the flavor,
taste and price etc. to consumers while introducing the brand of soft drink.
2- INCREASE IN SALE:
The main purpose of all promotional activities is to increase the sales of Coke by
beating the soft drink brand of other company Promotional activities increases sales by
changing the elasticity of demand of the Product through various techniques i.e. by distributing
free gift, purchase premium, discounts, providing system etc. Such activities made the product
popular.
In slack season, the promotional Activities help in maintaining the sales of Coke
Nothing happens until 'somebody sales something' the sales promotional activities help
in promoting the sales of concern effectively. More and more promotional activities are
required to induce the consumers to purchase more and more products and thus they produce
the demand. In today's competitive world promotional activities play an important role.
ADVERTISEMENT
The main purpose of every commercial organizational is to promote sales because it is the
only way to commercialize the product. Such promotional activities are called advertising.
Sales promotion and personal selling which generally constitutes the promotional mix within
the marketing mix. Advertising and sales promotion are indirect and non personal methods of
sales promotion. An effective coordination of all the three can alone secure the maximum
In modern business world, no can survive without advertisement. The problem is not
whether to advertise or not but the problem is how advertise with a view to maxim's returns of
the money invested for the production. Effectiveness of advertising is greater the when it is
goods or services by an identified sponsor in the present day advertisement has become an
inseparable part of the business in the marketing activities Coca-Cola has also adopted a
strategy for advertisement of Coke to compete with Pepsi, Hardly there is a business in the
sales of coke and preparing ground for the future expansion. Coca-Cola has provided cooling
system facilities to the prospective retailers towards the soft drink brand of Coca-Cola and
induce him to by Coca-Cola at the point of purchase, beyond Pepsi, at the salesmen's level its
object is to achieve more sales as teh retailer's level the purpose of sell Coca-Colabrand in
Sprite of Pepsi or other soft drink. At the consumer's level the main idea is to enable the
MEDIA OF ADVERTISING
1982 - Coke Is It .
* Profitability
* Sales
* Market Share
* Improvement
* Innovating
* Risk Diversification
******
CORE BRANDS
Coca-Cola: Developed in a brass pot in 1886, coca-cola is the most recognized and
inspiration for its name. This elf with silver hair and a big smile was used in 1940s advertising
for Coca-Cola. Sprite is now the fastest growing major soft drink in U.S and the world’s most
Fanta : The name “fanta “ was first registered as a trademark in Germany in 1941 ,when
it was used for a few year for a soft drink created from available materials and flavors . The
name was then revived in 1955 in Naples, Italy, when it was used for the:” fanta “orange
drink we know today. It is now the trademark name for a line of flavored drinks around the
world.
Diet coke:The extension of the coca-cola name began in 1982 with the introduction of
diet coke (also called coca-cola light in some countries). Diet coke quickly become the
GOLD SPOT: This orange cardonate soft drink was introduced in the early 1950c, and
acquired by the coca-cola company in 1993, its tangy taste has been popular with Indian
teenagers
lighthearted attitude. The limca brand was introduced in 1971 and acquired by the coca-
MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in 1993, is a non
carbonated mango soft drink with a rich, juict & natural mango taste.
THUMPS UP: in 1993, the coca-cola company acquired this brand, which was originally
introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian cola.
BRAND IN INDIA
Coca-Cola Company has more than 400 Beverages in its portfolio. But in India there is
COCA-COLA:
It has brown colour with ingredients of (Water + Sugar + Concentrate + CO2). The
colour of Coca-Cola comes from Specific concentrate. The flavor of Coca-Cola due to CO2
which are dissolved in syrup at less than 5*C with (3.75% W/V). The contant of sugar is 10.2
“I WANT MY THUNDER"
It has dark brown colour with ingredients of (Water + Sugar + Concentrates + CO2) . The
colour of Thums-Up comes from concentrate. The high content of CO2 (3.95% W/V) which
market. like-
It has Orange colour with light Concentrate of CO2 (2.2% W/V) that makes its flavor different
It has light gray colour with CO2 (3.95% W/V) that makes its flavor lemony and tasty.
After the introduction of the "MIRINDA LIME" BY PEPSI, it is now facing a competition and
step should be taken to promote its sale. It has a 15%- 18% share in the market.
It is colour less with packaging in green colored bottle. It contain CO2 (3.75% W/V) which
makes nice flavor. The content of sugar is 11.8g/100g. It is available in different volume in
market. like-
"BOTTLE ME AAM
It is of yellow colour with decent taste of Mango. It doesn't contain CO2. It's availability
of packing in marketare-
PULPY ORANGE:
It is of light yellow colour with decent taste of orange. It doesn't contain CO2. It's
1. 300 ml
2. 600 ml
It is a mineral water containing treated water and minerals. It's available in the following
1. 1 liter
BRANDS
identify the goods or services of one seller or a group of sellers' and differentiate them from
3-VALUE: The brand also says something about the producer's value like high performance,
4-CULTURE: The brand may represent a certain culture of the country to which it belongs.
6-USER: The brand suggests the kind of consumer who buys or user the product.
******
OBJECTIVES OF STUDY
• To find out the present sales status of ThumsUp, Coke, Sprite, Limca, Fanta,
Maaza at the retail outlets in the area..
• To collect data from retailers for the activation of new channels of distribution.
• This study helps the company to know their actual position in the market.
• RED helps to find out the promotion activities of the company and help to make
• RED helps to maintain the outlets in a well designed way to attract the consumers.
• This project is helpful to find out the sale trends of the coke products and its
effect on consumer value and satisfaction.
• This project directly deals with the interaction of different kind of people.
IMPLEMENTATION – First and foremost task for me was to implement the project in
the given area with the support of MD’s (MARKET DEVELOPER). Various norms for
different outlets had been fixed but their implementation was very important. Different
areas were assigned to me in which I implemented RED and these areas are further
visited by various higher officials of the organization.
• I measured the performance of sales team and distributors (under RED) in outlets
with respect to all parameters of execution.
The scoring sheet was provided on the basis of which scoring can be done.
Scoring is done out of 100 marks and they have been further divided in 3 components
2- AVAILABILTY - 50 points
3- ACTIVATION – 20 point
on fixed norms (RED SCORING SHEET) and also give the feedback on his performance.
ordination between MD’s and SALES TEAM and report to higher officials (Mr. Vindhya
Srivastava)
problem and try to solve them. If I could solve them then I reported them to my company
guide, else he suggested me the alternatives, and I also took out the orders from retail
outlets and to check out the activation.
Relevance of Topic
1- With the help of this study one can know about the distribution network of distributors.
2- The market position of Coke brands and its impact. It focuses on the retailers &
Distributor relationship.
3- It throws light on the needs & demands of consumers & retailers. It provides a Better
4- The study provides the solutions & better ways to reach the ultimate consumer and to
Objective of Research
Research Design
Scope
Limitation
MAIN OBJECTIVE-
* To find out the market share of Coca-Cola products in the market in comparison to the
Pepsi product.
* To find out the current status of the Sales Generating Assets (S.G.A.)
SECONDARY OBJECTIVE-
* To get the suggestions from retailers to improve the market share of Coca-Cola.
• The whole survey was mainly based on retailers & distributor of the soft drinks.
RESEARCH DESIGN
******
defined as a systematic effort to collect the valuable information's. A research can be carried
out by different methodologies, which have their own pros and cons.
The present project work aims to take the retailers response with respect to Coke
products and it distribution, to get the required data, a survey has been carried out in
Gorakhpur.
problems; generate refine, and evaluate marketing actions; monitor marketing performance;
geographic markets its serves to help determine amount of sales efforts that should be
allocated to a specific market. Market os sales potential must be stated for a given product or
groups of products for a given area for a given period of time; usually a year.
In other word market potential is the maximum demand response possible for a given
group of costumers with in a well defined geographic area for a given product or service over a
Information from the survey will help management estimate its overall market share and
its share within individual markets. Management can use this information to evaluate past
achievements and to pinpoint market in which the firm’s progress has been noticeably above
or below average.
Information’s obtained by survey are useful because they can help managers determine
it past efforts have been successful in obtaining desired degree of distribution coverage and
support. It the firm’s market share objectives are not being attained, management are not
being attained. Management will have to know it the cause of the problem is poor consumer
promotions have been successful in achieving the desired levels of awareness trade and
This can be useful troubleshooting information, specially it market share objectives are
not being met. In such a situation, management will want to know it the poor sales record
results from low consumer awareness of product, unfavorable attitudes toward the products or
market share, market potential, distribution performance and consumer response. It market
share objective are not being achieved in a certain market, the problem is likely to result from
poor distribution coverage and/or poor consumer response. Management should first
determine which of these is the problem cause of the lower-than-expected market share. Then
by comparing the pattern of marketing expenditures in the problem market with the distribution
performance and consumer response information’s as associated with the market managers
may be able to pinpoint those parts of previous marketing plans that had not been given
sufficient budget or that had not been carried out as intended of that were not as effective as
intended.
make mistake at some point, we are not exception for this problem faced were associated with
The problems associated with the respondents are the non-sampling Error, which can
Response error – When respondent does not give the correct answer.
Non – Respondent error – It occurs when respondent does not responds to some question.
Refusal to co-operate
Others limitations
Some times respondents were not in a position to reply with fully confidence.
Sample Profile
Conclusion
Suggestions
(Selected Area)
2. Number of outlet visited - 130
FINDINGS
To convert the available data into useful information the analysis is done with
Categorization of Retailers.
Coke
16%
Coke
Pepsi Pepsi
19%
Both
Both
65%
Where
1. Maniram
2. Bargdawa
3. Kauriya jungle
4. Mohripur
5. Peepi ganj
6. Gorakhnath
80%
60%
40% Coke
20% Pepsi
0%
1 2 3 4 5 6 7 8
Where
1. Maniram
2. Bargdwan
3. Kauriya jungle
4. Peepi ganj
5. Gorakhnath
6. FCI Road
7. Humanyun pur
8. Gorakhnath Mandir
Where
1. Mansrover
2. Rasulpur
3. Suraj kund
4. Gorakhnath
5. Rajendra Nagar
6. Bargdwa
Where
1. Nanda Nagar
2. Kuranghat
3. Air Force
4. Singhadia
5. M.M.M.E.C.
PROP. MR RUPESH
Where
1. Padri Bazar
2. Asuran Chowk
3. Gita Vatika
4. Rapti nagar
5. Shahpur
PROP. MR MANOJ
Where
1. Railway Station
2. Bus Stand
3. Mohaddipur
4. Charphatak
5. University
PROP. SHIVANG
70%
60%
50%
40%
Coke
30%
Pepsi
20%
10%
0%
1 2 3 4 5 6 7
Where
1. Alinagar
2. Tarang
3. Durga Badi
4. Zafra Bazar
5. Beniganj
6. Andhiyari Bagh
7. Tiwaripur
Pepsi
Coke Coke
48%
52% Pepsi
SWOT ANALYSIS
advantage of these opportunities. Each business unit needs to evaluate its internal strength
and weakness.
As the research is conducted following strength and weakness of the Coke Company is
found.
Thums-Up & Limca which are the product of Coke are having a reputation of "Swadeshi
Brand" in the consumers mind because of its tie-up with the Indian company Parle Exports.
Coke is having more number of bottling plants in compare to Pepsi that is why it has
Coke is having four Cola brands i.e. Coca Cola & Thums-up Limca & Sprite covers
more target customers. Those consumers who prefer hard Cola drink choose
Thums-Up & Sprite & those who wants soft drink prefer Coca-Cola & Limca.
The no. of specific outlets for Coke is more compare to Pepsi. Thus larger markets
About 70 to 80% of consumers prefer the taste of the drinks of Coke Co.
No proper maintenance of asset as like visi-coolers, dealer board, glow sign, etc.
OPPORTUNITY
Coke must try to approach those outlets that are selling only Pepsi.
Seasonal sellers generally do not have proper cooling system. If they get a small fridge
If Coke covers the schools, office canteens, hotels & bars then it can get a regular
customer.
THREATS
Better facilities provided by the competitor to their distribution this might lead to switch
The main threat to coke is from beverages like tea, coffee & fruit, juices.
A larger number of retailers are not having any type of Sales Generating Assets from
SUGGESTIONS
The company should move with societal marketing concept "The Societal Marketing
Concept holds that the organization's task is to determine the needs wants & interest of
target market and to deliver the desired satisfaction efficiently than competitors in a way
Retailers have emerged as major opinion leader and high retailer margin should be
There should be proper allocation of each activity on the basis of city & population.
There should be proper visit of Area Sales Manager at least once in a month to sort out
the problem of retailers like leakage replacement etc. & to motivate the retailers selling
only Pepsi.
Books: -
• Kothari, C.R., Research Methodology, New Delhi, Wishwa Prakashan Pvt. Ltd.
Websites :
• www.coke.com
• www.cococolaindia.com
• www.tropicana.com
Magazine: -
• Business World
• Business Today
Newspaper: -
• Economics Times
RETAILER SURVEY
Questionnaire Format
Date: ……………
Name of retailer/shop ………………………………………………………………..
Address:
……………………………………………………………………………………....
1. How many soft drink companies are in the market?
• …………………………..
• …………………………..
• ………………………….
Brands
Coca Cola
Pepsi
i. COCA-COLA
ii. PEPSI
iii. Others
i. COCA-COLA
ii. PEPSI
iii. Other
…………………………………………………………………………………………
Remarks
……………………………………………………………………………………………………………
………
• In this survey we checked warm and cold stock of coke & Pepsi.
• We also checked amtey & annual sales of cold drinks and water.
• We tried to solve retailers problem and we checked sales promotion scheme is they getting.
• We also checked sign board, wall painting, rack,stand rack, counter rack & poster.