Submitted to:-

Kamal Sharma
( Marketing executive manager)

Submitted by: -
Ravinder singh
(USM,K.U.K)
 PREFACE

Master of Business Administration is a course, which

combines both theory and its applications as its contents of

study in the field of management. As part and parcel of this

course, every aspirant has to undergo an ‘in – company

training’ in an organization. The purpose of this training is to

expose the student of management sciences with real life

situations existing in the organization and to provide an

insight into the various functions who can visualize things

what they have been taught in classrooms. Actually, it is the

life force of management. It is in practical training that the

effectiveness of management itself is realized. I was

fortunate enough to do my training in Coca-cola Company.

As a complementary to training, every trainee has to

prepare and submit a report on the working of the

organization. This report is in continuation of that tradition. It

is an attempt to present an account of practical knowledge

and observations gathered during the training

 Acknowledgement
I am grateful to Dr. NARESH KUMAR, Director of Univeristy

School of Management, Kurukshetra, for giving me the opportunity to work

on a project. I am thankful to S. Jaspal Singh Bhatia and Mr. Kamal Sharma,

for assigning me this project and also help me to handle the project.

I would also thankful to my area Team Leader Mr.Baljinder Singh

& Market Developer Mr.Karan Singh, Surinder Singh, Davinder Singh,

Satendra Kumar, for help me this project. Last but not least, I extend a

special thanks to my parents for there committed support, devotion and co-

operation.
 Ravinder singh

DECLARATION

I, Ravinder Singh Class MBA of Univ School of Management, k.u.k)

hereby declare that the project entitled “To Study Marketing in Coca-cola

Company” is an original work and the same has not been submitted to any

other institution for the award of any other Degree. The feasible suggestions

have been duly incorporated in consultation with the supervisor.

( Ravinder Singh)
 CONTENTS

INTRODUCTION:

1A brief insight- The FMCG Industry in India

2A brief insight- The Beverage Industry in India

3Mission

THE COCA-COLA COMPANY:

1INTRODUCTION

2HISTORY

3PRODUCTION

4LOCAL COMPETITORS

5ADVERTISING

6ORGANIZATION STRUCTURE OF COCA-COLA IN INDIA

7COCA COLA CHANNEL MARKETING & PROFITS
8CRITICISM OF COCA COLA COMPANY

KANDHARI BEVERAGES PRIVATE LIMITED:

 1Introduction

2Key Personnel

3ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT

IN KBPL

PROJECT RIGHT EXECUTION DAILY:

1Basis of RED

2Market segmentation model

2Visicooler presence & condition

3RED Score Tracking

3Objectives of RED

RESEARCH METHODOLOGY:

3Initial stage
4Later stage

MY ROLE IN PROJECT RED

FINDINGS OF PROJECT
RECOMMENDATIONS
LIMITATIONS OF PROJECT
CONCLUSION
BIBLOGRAPHY
CHAPTER 1: INTRODUCTION

A BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA: -

Fast Moving Consumer Goods (FMCG), also known as Consumer

Packaged Goods (CPG) are products that have a quick turnover and

relatively low cost. Consumers generally put less thought into the purchase

of FMCG than they do for other products.

The Indian FMCG industry witnessed significant changes through the

1990s. Many players had been facing severe problems on account of

increased competition from small and regional players and from slow

growth across its various product categories. As a result, most of the

companies were forced to revamp their product, marketing, distribution and

customer service strategies to strengthen their position in the market.

By the turn of the 20th century, the face of the Indian FMCG industry

had changed significantly. With the liberalization and growth of the Indian

economy, the Indian customer witnessed an increasing exposure to new

domestic and foreign products through different media, such as television

and the Internet.

Though the absolute profit made on FMCG products is relatively

small, they generally sell in large numbers and so the cumulative profit on
such products can be large. Unlike some industries, such as automobiles,

computers, and airlines, FMCG does not suffer from mass layoffs every time

the economy starts to dip. A person may put off buying a car but he will not

put off having his dinner.

Unlike other economy sectors, FMCG share float in a steady manner

irrespective of global market dip, because they generally satisfy rather

fundamental, as opposed to luxurious needs. The FMCG sector, which is

growing at the rate of 9% is the fourth largest sector in the Indian Economy

and is worth Rs.93000 Crores. The main contributor, making up 32% of the

sector, is the South Indian region. It is predicted that in the year 2010, the

FMCG sector will be worth Rs.143000 Crores. The sector being one of the

biggest sectors of the Indian Economy provides up to 4 million jobs.

BEVERAGE INDUSTRY IN INDIA: A BRIEF
INSIGHT

In India, beverages form an important part of the lives of people. It is an

industry, in which the players constantly innovate, in order to come up with

better products to gain more consumers and satisfy the existing consumers.

BEVERAGE INDUSTRY IN INDIA

The beverage industry is vast and there various ways of segmenting it, so

as to cater the right product to the right person. The different ways of

segmenting it are as follows:

1Alcoholic, non-alcoholic and sports beverages

2Natural and Synthetic beverages

3In-home consumption and out of home on premises consumption.

4Age wise segmentation i.e. beverages for kids, for adults and for senior

citizens

5Segmentation based on the amount of consumption i.e. high levels of

consumption and low levels of consumption.

2The credibility and trust needs to be built so that there is a very strong
 and safe feeling that the consumers have while consuming the

beverages.

3Communication should be relevant and trendy so that consumers are

able to find an appeal to go out, purchase and consume.

The beverage market has still to achieve greater penetration and also a

wider spread of distribution. It is important to look at the entire beverage

market, as a big opportunity, for brand and sales growth in turn to add up to

the overall growth of the food and beverage industry in the economy.
The Creator of coca cola

John Pemberton invented Coke in 1886

MISSION

1To Refresh the World... In body, mind, and spirit

2To Inspire Moments of Optimism... Through our brands and our actions

3To Create Value and Make a Difference... Everywhere we engage.

CHAPTER 2: THE COCA COLA COMPANY

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. 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. The Company aims at increasing shareowner value over time. 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. Coca-Cola is made up of 7000 local

employees, 500 managers, over 60 manufacturing locations, 27 Company

Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling

Operations (FOBO) and a network of 29 Contract Packers that facilitate the

manufacture process of a range of products for the company. It also has a

supporting distribution network consisting of 700,000 retail outlets and 8000

distributors. Almost all goods and services required to cater to the Indian

market are made locally, with help of technology and skills within the

Company. The complexity of the Indian market is reflected in the

distribution fleet, which includes different modes of distribution, from 10-

tonne trucks to open-bay three wheelers that can navigate through narrow

alleyways of Indian cities and trademarked tricycles and pushcarts.

COBO
FOBO
CONTRACT PACKAGING
LOCATIONS OF COBO, FOBO & CONTRACT PACKAGING IN INDIA
 COCA COLA
Coca-Cola is a carbonated soft drink sold in stores, restaurants and
vending machines in more than 200 countries. It is produced by The Coca-
Cola Company and is often referred to simply as Coke. Originally intended
as a patent medicine when it was invented in the late 19th century by John
Pemberton, 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 company actually produces concentrate, which is then sold to
various licensed Coca-Cola bottlers throughout the world. The bottlers, who
hold territorially exclusive contracts with the company, produce finished
product in cans and bottles from the concentrate in combination with filtered
water and sweeteners. The bottlers then sell, distribute and merchandise
Coca-Cola in cans and bottles to retail stores and vending machines. Such
bottlers include Coca-Cola Enterprises, which is the largest single Coca-
Cola bottler in North America and western Europe. The Coca-Cola
Company also sells concentrate for fountain sales to major restaurants and
food service distributors.
The Coca-Cola Company has, on occasion, introduced other cola
drinks under the Coke brand name. The most common of these is Diet Coke,
which has become a major diet cola. However, others exist, including Diet
Coke Caffeine-Free, Cherry Coke, Coca-Cola Zero, Vanilla Coke and
special editions with lemon and with lime and even with coffee.
In response to consumer insistence on a more natural product, the
company is in the process of phasing E211 or Sodium Benzoate, the
controversial additive linked to DNA damage and hyperactivity in children,
out of Diet Coke. The company has stated that it plans to remove the
controversial additive from its other products - including Sprite, and Oasis -
as soon as a satisfactory alternative is discovered

History

Old German Coca-Cola bottle opener.

The first Coca-Cola recipe was invented in Columbus, Georgia at a
drugstore by John Stith Pemberton, originally as a cocawine called
Pemberton's French Wine Coca in 1885. He may have been inspired by the
formidable success of European Angelo Mariani's cocawine, Vin Mariani.
In 1886, when Atlanta and Fulton County passed prohibition legislation,
Pemberton responded by developing Coca-Cola, essentially a carbonated,
non-alcoholic version of French Wine Cola.
The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8,
1886 It was initially sold as a patent medicine for five cents a glass at soda
fountains, which were popular in the United States at the time due to the
belief that carbonated water was good for the health Pemberton claimed
Coca-Cola cured many diseases, including morphine addiction, dyspepsia,
neurasthenia, headache, and impotence. Pemberton ran the first
advertisement for the beverage on May 29 of the same year in the Atlanta
Journal. For the first eight months only nine drinks were sold each day.[citation
needed]

By 1888, three versions of Coca-Cola — sold by three separate businesses

— were on the market. Asa Griggs Candler acquired a stake in Pemberton's
company in 1887 and incorporated it as the Coca Cola Company in 1888
The same year, while suffering from an ongoing addiction to morphine,
Pemberton sold the rights a second time to four more businessmen: J.C.
Mayfield, A.O. Murphey, C.O. Mullahy and E.H. Bloodworth. Meanwhile,
Pemberton's alcoholic son Charley Pemberton began selling his own version
of the product.
In an attempt to clarify the situation, John Pemberton declared that the name
Coca-Cola belonged to Charley, but the other two manufacturers could
continue to use the formula. So, in the summer of 1888, Candler sold his
beverage under the names Yum Yum and Koke. After both failed to catch
on, Candler set out to establish a legal claim to Coca-Cola in late 1888, in
order to force his two competitors out of the business. Candler purchased
exclusive rights to the formula from John Pemberton, Margaret Dozier and
Woolfolk Walker. However, in 1914, Dozier came forward to claim her
signature on the bill of sale had been forged, and subsequent analysis has
indicated John Pemberton's signature was most likely a forgery as well.
In 1892, Candler incorporated a second company, The Coca-Cola Company
(the current corporation), and in 1910, Candler had the earliest records of the
company burned, further obscuring its legal origins. Regardless, Candler
began marketing the product, although the efficacy of his concerted
advertising campaign would not be realized until much later. By the time of
its 50th anniversary, the drink had reached the status of a national icon for
the USA. In 1935, it was certified kosher by Rabbi Tobias Geffen, after the
company made minor changes in the sourcing of some ingredients.
Coca-Cola was sold in bottles for the first time on March 12, 1894. Cans of
Coke first appeared in 1955. The first bottling of Coca-Cola occurred in
Vicksburg, Mississippi, at the Biedenharn Candy Company in 1891. Its
proprietor was Joseph A. Biedenharn. The original bottles were Biedenharn
bottles, very different from the much later hobble-skirt design that is now so
familiar. Asa Candler was tentative about bottling the drink, but the two
entrepreneurs who proposed the idea were so persuasive that Candler signed
a contract giving them control of the procedure. However, the loosely
termed contract proved to be problematic for the company for decades to
come. Legal matters were not helped by the decision of the bottlers to
subcontract to other companies—in effect, becoming parent bottlers
Coke concentrate, or Coke syrup, was and is sold separately at pharmacies in
small quantities, as an over-the-counter remedy for nausea or mildly upset
stomach.

New Coke
On April 23, 1985, Coca-Cola, amid much publicity, attempted to change
the formula of the drink with "New Coke." Follow-up taste tests revealed
that most consumers preferred the taste of New Coke to both Coke and
Pepsi. Coca-Cola management was unprepared, however, for the nostalgic
sentiments the drink aroused in the American public. The new Coca-Cola
formula caused a public backlash. Protests caused the company to return to
the old formula under the name Coca-Cola Classic on July 10, 1985.

21st century
On February 7, 2005, the Coca-Cola Company announced that in the second
quarter of 2005 they planned a launch of a Diet Coke product sweetened
with the artificial sweetener sucralose ("Splenda"), the same sweetener
currently used in Pepsi One On March 21, 2005, it announced another diet
product, "Coca-Cola Zero", sweetened partly with a blend of aspartame and
acesulfame potassium Recently Coca-Cola has begun to sell a new "healthy
soda" Diet Coke with Vitamins B6, B12, Magnesium, Niacin, and Zinc,
marketed as "Diet Coke Plus".
On July 05, 2005, it was revealed that Coca-Cola would resume operations
in Iraq for the first time since the Arab League boycotted the company in
1968. In April 2007, in Canada, the name "Coca-Cola Classic" was changed
back to "Coca-Cola". The word "Classic" was truncated because "New
Coke" was no longer in production, eliminating the need to differentiate
between the two. The formula remained unchanged.
Use of stimulants in formula
When launched Coca Cola's two key ingredients were cocaine
(benzoylmethyl ecgonine) and caffeine. The cocaine was derived from the
coca leave and the caffeine from kola nuts - Coca-Cola (the 'K' in Kola was
replaced with a C for marketing purposes).

Coca - Cocaine
Pemberton called for five ounces of coca leaf per gallon of syrup, a
significant dose, whereas, in 1891, Candler claimed his formula (altered
extensively from Pemberton's original) contained only a tenth of this
amount. Coca Cola did once contain an estimated nine milligrams of cocaine
per glass, but in 1903 it was removed Coca Cola still contains coca
flavouring.
After 1904, Coca Cola started using, instead of fresh leaves, "spent" leaves -
the leftovers of the cocaine-extraction process with cocaine trace levels left
over at a molecular level. To this day, Coca Cola uses as an ingredient a
cocaine free coca leaf extract prepared at a Stepan Company plant in
Maywood, New Jersey.
In the United States, Stepan Company is the only manufacturing plant
authorized by the Federal Government to import and process the coca plant
Stepan laboratory in Maywood, N.J., is the nation's only legal commercial
importer of coca leaves, which it obtains mainly from Peru and, to a lesser
extent, Bolivia. Besides producing the coca flavouring agent for Coca Cola,
Stepal Company extracts cocaine from the coca leaves, which it sells to
Mallinckrodt Inc, a St. Louis pharmaceutical manufacturer that is the only
company in the United States licensed to purify cocaine for medicinal use
N.J. Stepan buys about 100 metric tons of dried Peruvian coca leaves each
year, said Marco Castillo, spokesman for Peru's state-owned National Coca
Co.

Kola Nuts - Caffeine

Kola nuts act as a flavouring in Coca Cola, but is also the beverage's source
of caffeine. In Britain, for example, the ingredient label states "Flavourings
(Including Caffeine)". Kola nuts contains about 2 to 3.5 percent caffeine, is
of bitter flavour and is commonly used in cola soft drinks. In 1911 The US
government initiated United States v. Forty Barrels and Twenty Kegs of
Coca-Cola, hoping to force Coca Cola to remove caffeine from its formula.
The case was decided in favour of Coca Cola. Subsequently, in 1912 the US
Pure Food and Drug Act was amended, adding caffeine to the list of "habit-
forming" and "deleterious" substances which must be listed on a product's
label.
Coca Cola contains 46 mg/12 fl oz of caffeine, while Diet Coke Caffeine-
Free contains 0 mg. Caffeine may be used by athletes as ergogenic aid - to
increasing the capacity for mental or physical labor. The ergogenic qualities
of caffeine are contested, although there is strong evidence that it may
significantly enhance endurance performance. For this reason, caffeine is
listed as a restricted substance by the International Olympic Committee
(IOC). Nevertheless Coca Cola was the leading sponsor of the 1996 summer
Olympic games
The exact formula of Coca-Cola is a famous trade secret. The original copy
of the formula is held in SunTrust Bank's main vault in Atlanta. Its
predecessor, the Trust Company, was the underwriter for the Coca-Cola
Company's initial public offering in 1919. A popular myth states that only
two executives have access to the formula, with each executive having only
half the formula] The truth is that while Coca-Cola does have a rule
restricting access to only two executives, each knows the entire formula and
others, in addition to the prescribed duo, have known the formulation
process]

Franchised production model

The actual production and distribution of Coca-Cola follows a franchising
model. The Coca-Cola Company only produces a syrup concentrate, which
it sells to various bottlers throughout the world who hold Coca-Cola
franchises for one or more geographical areas. The bottlers produce the final
drink by mixing the syrup with filtered water and sugar (or artificial
sweeteners) and then carbonate it before filling it into cans and bottles,
which the bottlers then sell and distribute to retail stores, vending machines,
restaurants and food service distributors
The Coca-Cola Company owns minority shares in some of its largest
franchises, like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola
Hellenic Bottling Company (CCHBC) and Coca-Cola FEMSA, but fully
independent bottlers produce almost half of the volume sold in the world.
Since independent bottlers add sugar and sweeteners, the sweetness of the
drink differs in various parts of the world, to cater for local tastes
Brand portfolio
Launche Discontinue
Name Notes
d d
Coca-
1886
Cola
Coca-
Cola 1985
Cherry
Still available in:
American Samoa, Austria, Australia,
Belgium, Brazil, China, Denmark,
Federation of Bosnia and Herzegovina,
Coca-
Finland, France, Germany, Hong Kong,
Cola
2001 2005 Iceland, Korea, Luxembourg, Macau,
with
Malaysia, Mongolia, Netherlands,
Lemon
Norway, Philippines, Reunion,
Singapore, South Africa, Spain, Sweden,
Switzerland, Taiwan, Tunisia, United
States, and West Bank-Gaza
Still available in: Austria, Australia,
China, Germany, Hong Kong, South
2002 2005
Africa, New Zealand (600ml and 350 ml
only) and Russia
It was reintroduced in June 2007 by
2007
popular demand
Coca- Was only available in Japan, Canada, and
2004 2007
Cola C2 the United States.
Coca-
Cola Still available in Belgium, Singapore
2005
with
Lime
Coca-
Cola June
End of 2005 Was only available in New Zealand.
Raspberr 2005
y
Only available in Federation of Bosnia
Coca-
2005 and Herzegovina, Germany, Italy, Spain,
Cola M5
Mexico and Brazil
Coca- 2006 Middle of Was replaced by Vanilla Coke in June
Cola
Black
2007 2007
Cherry
Vanilla
Only available in the United States,
Coca-
Beginning France, Canada, Czech Republic,
Cola 2006
of 2008 Federation of Bosnia and Herzegovina,
Blāk
Bulgaria and Lithuania
Coca- Only available in Federation of Bosnia
Cola 2006 and Herzegovina, New Zealand and
Citra Japan.
Coca-
Cola
2006 Only available in France and Belgium.
Light
Sango
Coca-
Cola- 2007 Only available in United Kingdom
Orange
Fanta
2009 Available in India
Apple

Bottle and logo design

The famous Coca-Cola logo was created by John Pemberton's bookkeeper,
Frank Mason Robinson, in 1885 It was Robinson who came up with the
name, and he also chose the logo’s distinctive cursive script. The typeface
used, known as Spencerian script, was developed in the mid 19th century
and was the dominant form of formal handwriting in the United States
during that period.
Earl R.Dean's original 1915 concept drawing of the contour Coca-Cola
bottle

Dean reduced the middle diameter...and the famous Contour Coca-Cola

Bottle was born.

The prototype never made it to production since its middle diameter was
larger than its base. This would make it unstable on conveyor belts.
The equally famous Coca-Cola bottle, called the "contour bottle" within the
company, but known to some as the "hobble skirt" bottle, was created in
1915 by bottle designer, Earl R. Dean. In 1915, the Coca-Cola Company
launched a competition among its bottle suppliers to create a new bottle for
the beverage that would distinguish it from other beverage bottles... "a bottle
which a person could recognize even if they felt it in the dark, and so shaped
that, even if broken, a person could tell at a glance what it was" Chapman J.
Root, president of the Root Glass Company, turned the project over to
members of his supervisory staff including company auditor T. Clyde
Edwards, plant superintendent Alexander Samuelsson and Earl R. Dean,
bottle designer and supervisor of the bottle molding room.
Root and his subordinates decided to base the bottle’s design on one of the
soda’s two ingredients, the coca leaf or the cola nut, but were unaware of
what either ingredient looked like. Dean and Edwards went to the Emeline
Fairbanks Memorial Library and were unable to find any information about
coca or cola. Instead they were inspired by a picture of the gourd-shaped
cocoa pod in the Encyclopædia Britannica which Chapman Root approved
as the model for the prototype.[39]
Faced with the upcoming scheduled maintenance of the mold-making
machinery, over the next 24 hours Dean sketched out and created the mold
for the bottle. Dean then molded a small number of bottles before the glass-
molding machinery was turned off.
Chapman Root approved the prototype bottle and a design patent was issued
on the bottle in November, 1915. The bottle was chosen over other entries at
the bottler’s convention in 1916 and was on the market the same year. By
1920, Dean’s contoured bottle became the standard for the Coca-Cola
Company. Today, the contour Coca-Cola bottle is one of the most
recognized packages on the planet..."even in the dark!"
As a reward for his efforts, Dean was offered a choice between a $500 bonus
or a lifetime job at the Root Glass Company. He chose the lifetime job and
kept it until the Owens-Illinois Glass Company bought out the Root Glass
Company in the mid 1930s. Dean went on to work in other Midwestern glass
factories.
Although endorsed by some, this version of events is not considered
authoritative by many who cite its implausibility as difficult to believe. One
alternative depiction has Raymond Loewy as the inventor of the unique
design, but although Loewy did serve as a designer of Coke cans and bottles
in later years, he was in the French Army in the year the bottle was invented
and did not migrate to the United States until 1919. Others have attributed
inspiration for the design not to the cacao pod, but to a Victorian hooped
dress.
In 1997, Coca-Cola also introduced a "contour can", similar in shape to their
famous bottle, on a few test markets, including Terre Haute, Indiana. This
new can was however never widely released.
A new slim and tall can has begun to appear in Australia as of December 20,
2006, which costs an average of $2AUD. The cans have a distinct
resemblance to energy drinks that are popular with the teenage demographic.
It is unknown if this design is of limited edition or may soon replace the
current 355 ml cans that have been used in the past (the new slim cans are
300 ml, making the volume to cost ratio even smaller).
In January 2007, Coca-Cola Canada changed "Coca-Cola Classic" labelling,
removing the "Classic" designation, leaving only "Coca-Cola". Coca-Cola
stated this is merely a name change and the product remains the same. The
cans still bear the "Classic" logo in the United States.
Coca-Cola in the new aluminum bottle.
Coca-Cola is a registered trademark in most countries around the world and
should always be written with the hyphen and not as "Coca Cola". The US
trademark was registered in the United States Patent Office on 31 January
1893. In the UK Coca-Cola was registered with the UK Patent Office on 11
July 1922, under registration number 427817.
In 2007, Coca-Cola introduced an aluminum can that is designed to look like
the original glass bottles that Coca-Cola was first distributed in .
In 2007, the Coca-Cola logo on cans and bottles has changed, retaining the
red color and familiar typeface but taking branding back in time by
removing much of the clutter on the can, leaving only the logo and a plain
white swirl-- the "dynamic ribbon".
In 2008, the Coca-Cola plastic bottles for all Coke varieties was changed
with a new plastic screw cap and contoured bottle shape designed to evoke
the old glass bottles.

Local competitors
Pepsi is often second to Coke in terms of sales, but outsells Coca-Cola in
some localities. Around the world, some local brands do compete with Coke.
In South and Central America, Kola Real, known as Big Cola in Mexico, is
a fast growing competitor to Coca-Cola On the French island of Corsica,
Corsica Cola, made by brewers of the local Pietra beer, is a growing
competitor to Coca-Cola. In the French region of Bretagne, Breizh Cola is
available. In Peru, Inca Kola outsells Coca-Cola. However, The Coca-Cola
Company purchased the brand in 1999. In Sweden, Julmust outsells Coca-
Cola during the Christmas season. In Scotland, the locally-produced Irn-Bru
was more popular than Coca-Cola until 2005, when Coca-Cola and Diet
Coke began to outpace its salesIn India, Coca-Cola ranked third behind the
leader, Pepsi-Cola, and local drink Thums Up. However, The Coca-Cola
Company purchased Thums Up in 1993 As of 2004, Coca-Cola held a
60.9% market-share in India Tropicola, a domestic drink, is served in Cuba
instead of Coca-Cola, in which there exists a United States embargo. Mecca
Cola and Qibla Cola, in the Middle East, is a competitor to Coca-Cola. In
Turkey, Cola Turka is a major competitor to Coca-Cola. In Iran and also
many countries of Middle East, Zam Zam Cola and Parsi Cola are major
competitors to Coca-Cola. In some parts of China, Future cola can be
bought. In Slovenia, the locally-produced Cockta is a major competitor to
Coca-Cola, as is the inexpensive Mercator Cola, which is sold only in the
country's biggest supermarket chain, Mercator. In Madagascar, Classiko
Cola, made by Tiko Group, the largest manufacturing company in the
country, is a serious competitor to Coca-Cola in many regions. On the
Portuguese island of Madeira, Laranjada is the top selling soft drink. In the
UK Coca-Cola stated that Pepsi was not its main rival, but rather Robinsons
drinks.[

Advertising

An 1890s advertisement showing model Hilda Clark in formal 19th century

attire. The ad is entitled Drink Coca-Cola 5¢.
Coca-Cola's advertising has had a significant impact on American culture,
and is frequently credited with the "invention" of the modern image of Santa
Claus as an old man in red-and-white garments; however, while the
company did in fact start promoting this image in the 1930s in its winter
advertising campaigns, it was already common before that. In fact, Coca-
Cola was not even the first soft drink company to utilize the modern image
Santa Claus in its advertising – White Rock Beverages used Santa in
advertisements for its ginger ale in 1923 after first using him to sell mineral
water in 1915
Before Santa Claus, however, Coca-Cola relied on images of smartly-
dressed young women to sell its beverages. Coca-Cola's first such
advertisement appeared in 1895 and featured a young Bostonian actress
named Hilda Clark as its spokesperson.
In the 1970s, a song from a Coca-Cola commercial called "I'd Like to Teach
the World to Sing", produced by Billy Davis, became a popular hit single.
Coca-Cola has a policy of avoiding using children younger than the age of
12 in any of its advertising. This decision was made as a result of a lawsuit
from the beginning of the 20th century that alleged that Coke's caffeine
content was dangerous to children. However, in recent times, this has not
stopped the company from targeting young consumers.[citation needed]
Coke's advertising is rather pervasive, as one of Woodruff's stated goals was
to ensure that everyone on Earth drank Coca-Cola as their preferred
beverage. This is especially true in southern areas of the United States, such
as Atlanta, where Coke was born.
Some of the memorable Coca-Cola television commercials between 1960
through 1986, were written and produced by former Atlanta radio veteran
Don Naylor (WGST 1936-1950, WAGA 1951-1959) during his career as a
producer for the McCann Erickson advertising agency. Many of these early
television commercials for Coca-Cola featured movie stars, sports heroes,
and popular singers of the day.
During the 1980s, Pepsi-Cola ran a series of television advertisements
showing people participating in taste tests essentially demonstrating that:
"Fifty percent of the participants who said they preferred Coke actually
chose the Pepsi". Statisticians were quick to point out the problematic nature
of a 50/50 result; that most likely all this really showed was that in blind
tests, most people simply cannot tell the difference between Pepsi and Coke.
Coca-Cola ran ads to combat Pepsi's ads in an incident sometimes referred to
as the cola wars; one of Coke's ads compared the so-called Pepsi challenge
to two chimpanzees deciding which tennis ball was furrier. Thereafter,
Coca-Cola regained its leadership in the market.
Selena was a spokesperson for Coca-Cola from 1989 till the time of her
death. She filmed three commercials for the company. In 1994 to
commemorate her 5 years with the company, Coca-Cola issued special
Selena coke bottles
In an attempt to broaden its portfolio, Coca-Cola purchased Columbia
Pictures in 1982. Columbia provided subtle publicity through Coke product
placements in many of its films while under Coke's ownership. However,
after a few early successes, Columbia began to under-perform, and was
dropped by the company in 1989.
Coca-Cola has gone through a number of different advertising slogans in its
long history, including "The pause that refreshes", "I'd like to buy the world
a Coke", and "Coke is it" (see Coca-Cola slogans).
In 2006, Coca-Cola introduced My Coke Rewards, a customer loyalty
campaign where consumers earn virtual "points" by entering codes from
special marked packages of Coca-Cola products into a website. These points
can in turn be redeemed for various prizes or sweepstakes entries

Sponsorship of sporting events

Coca-Cola was the first-ever sponsor of the Olympic games, at the 1928
games in Amsterdam and has been an Olympics sponsor ever since.] This
corporate sponsorship included the 1996 Summer Olympics hosted in
Atlanta, which allowed Coca-Cola to spotlight its hometown. Since 1978
Coca-Cola has sponsored each FIFA World Cup and other competitions
organised by FIFA. In fact, one of the FIFA tournament trophy: FIFA World
Youth Championship from Tunisia in 1977 to Malaysia in 1997 was called
"FIFA - Coca Cola Cup".[54] In addition, Coca-Cola sponsors the annual
Coca-Cola 600 and Coke Zero 400 for the NASCAR Sprint Cup Series at
Lowe's Motor Speedway in Charlotte, North Carolina and Daytona
International Speedway in Daytona, Florida. Coca-Cola has a long history of
sports marketing relationships, which over the years have included Major
League Baseball, the National Football League, National Basketball
Association and the National Hockey League, as well as with many teams
within those leagues. Coca-Cola is the official soft drink of many collegiate
football teams throughout the nation.
In India Coca Cola was the one of the official Sponsors of the 1996 Cricket
World Cup.
In England, Coca-Cola is the main sponsor of The Football League, a name
given to the three professional divisions below the Premier League in
football (soccer). It is also responsible for the renaming of these divisions-
until the advent of Coca-Cola sponsorship, they were referred to as
Divisions One, Two and Three. Since 2004, the divisions have been known
as The Championship (equiv. of Division 1), League One (equiv. of Div. 2)
and League 2 (equiv. of Division 3). This renaming has caused unrest
amongst some fans who see it as farcical that the third tier of English
Football is now called "League One." In 2005 Coca-cola launched a
competition for the 72 clubs of the football league - it was called "Win a
Player". This allowed fans to place 1 vote per day for their beloved club,
with 1 entry being chose at random earning £250,000 for the club. This was
repeated in 2006. The "Win A Player" competition was very controversial,
as at the end of the 2 competitions, Leeds United AFC had the most votes by
more than double, yet they did not win any money to spend on a new player
for the club. In 2007 the competition changed to "Buy a Player". This
competition allowed fans to buy a bottle of Coca-Cola Zero or Coca-Cola
and submit the code on the wrapper on the Coca-Cola website {www.coca-
colafootball.co.uk}. This code could then earn anything from 50p to
£100,000 for a club of their choice. This competition was favoured over the
old "Win A Player" competition as it allowed all clubs to win some money,
instead of all the money going to one winning club.
ORGANIZATION STRUCTURE OF COCA-COLA
IN INDIA
Coca Cola Channel Marketing and Profits
Coca Cola has managed their company marketing and sales strategy within
channels. Have you ever considered the significance of the Coke vending
machine to the success and profitability of the Coca Cola company?

This channel is direct to consumer and vending

machines often have little to no competition and no trade or price
promotions. Develop solutions for groups of customers and deploy your
benefit throughout the channel as compared to forcing a broad solution
onto multiple customer types.

For many food companies, the answer to this single question can point to
sizeable new profits and opportunities for growth via adding new sales
channels and opening new markets with profits and speed.
The Coke Company operates three primary delivery systems for its business
channels:
• Bulk delivery for the channels of large Supermarkets, Mass Merchandisers
and Club stores;
• For smaller channels Coke does advanced sale delivery for convenience
stores, drug stores, small supermarkets and on-premise fountain accounts.
• Full service delivery for its full service vending customers.

Key Channel Listing

• Supermarkets

• Convenience Stores

• Fast Food

• Petroleum Retailers

• Chain Drug Stores

• Hotels/Motels/Resorts

• Mass Merchandisers

• U.S. DOD Military Resale retail commands: AAFES, NAVRESSO

and DECA

• Vending

If you noticed the growth of tractor trailer deliveries by Coke into C-Stores
and other channels in the past year or so, you noticed their new delivery
scheme. In 2006, the Company began changing its delivery method for its
route delivery system. Historically, the Company loaded its trucks at a
warehouse with products the route delivery employee would deliver. The
delivery employee was responsible for pulling the required products off a
side load truck at each customer location to fill the customer's order. Coke
began using a new CooLift® delivery system in 2006 in a portion of the
Company's territory which involves pre-building orders in the warehouse on
a small pallet the delivery employee can roll off a truck directly into the
customer's location. The CooLift® delivery system involves the use of a rear
loading truck rather than a conventional side loading truck. Coke anticipates
the implementation of this delivery system will continue over the next
several years. This rollout required additional capital spending for the rear
loading delivery vehicle. The Company anticipates that this change in
delivery methodology will result in significant savings in future years and
more efficient delivery of a greater number of products.

Criticisms
It has been suggested that some of the information in this article's Criticism or
Controversy section(s) be merged into other sections to achieve a more neutral
presentation.

The Coca-Cola Company has been criticized for its business practices as
well as the alleged adverse health effects of its flagship product. A common

criticism of Coke based on its allegedly toxic acidity levels has been found
to be baseless by researchers; lawsuits based on these criticisms have been
dismissed by several American courts for this reason.
Since there are indications that "soda and sweetened drinks are the main
source of calories in [the] American diet,"] most nutritionists advise that
Coca-Cola and other soft drinks can be harmful if consumed excessively,
particularly to young children whose soft drink consumption competes with,
rather than complements, a balanced diet. Studies have shown that regular
soft drink users have a lower intake of calcium, magnesium, ascorbic acid,
riboflavin, and vitamin A The drink has also aroused criticism for its use of
caffeine, due to the possibility of physical dependence A link has been
shown between long-term regular cola intake, of which Coca-Cola is the
most consumed brand worldwide, and osteoporosis in older women (but not
men)This was thought to be due to the presence of phosphoric acid, and the
risk was found to be same for caffeinated and noncaffeinated colas, as well
as the same for diet and sugared colas.
Although numerous court cases have been filed against The Coca-Cola
Company since the 1920s, alleging that the acidity of the drink is dangerous,
no evidence corroborating this claim has been found. Under normal
conditions, scientific evidence indicates Coca-Cola's acidity causes no
immediate harm.
There is also some concern regarding the usage of high fructose corn syrup
in the production of Coca-Cola. Since 1985 in the U.S., Coke has been made
with high fructose corn syrup, instead of sugar glucose or fructose, to reduce
costs. This has come under criticism because of concerns that the corn used
to produce corn syrup may come from genetically altered plants. Some
nutritionists also caution against consumption of high fructose corn syrup
because of possible links to obesity and type-2 diabetes.
In India, there exists a major controversy concerning pesticides and other
harmful chemicals in bottled products including Coca-Cola. In 2003, the
Centre for Science and Environment (CSE), a non-governmental
organization in New Delhi, said aerated waters produced by soft drinks
manufacturers in India, including multinational giants PepsiCo and Coca-
Cola, contained toxins including lindane, DDT, malathion and chlorpyrifos
— pesticides that can contribute to cancer and a breakdown of the immune
system. Tested products included Coke, Pepsi, and several other soft drinks,
many produced by The

Coca-Cola Company. CSE found that the Indian produced Pepsi's soft drink
products had 36 times the level of pesticide residues permitted under
European Union regulations; Coca-Cola's soft drink was found to have 30
times the permitted amount. CSE said it had tested the same products sold in
the US and found no such residues. After the pesticide allegations were
made in 2003, Coca-Cola sales declined by 15%. In 2004, an Indian
parliamentary committee backed up CSE's findings, and a government-
appointed committee was tasked with developing the world's first pesticide
standards for soft drinks. The Coca-Cola Company has responded that its
plants filter water to remove potential contaminants and that its products are
tested for pesticides and must meet minimum health standards before they
are distributed.[63] In the Indian state of Kerala, sale and production of Coca-
Cola, along with other soft drinks, was initially banned, before the High
Court in Kerala overturned the ban ruling that only the federal government
can ban food products. Coca-Cola has also been accused of excessive water
usage in India.
CHAPTER 3: KANDHARI BEVERAGES Pvt. Ltd.

CHANDIGARH

INTRODUCTION ABOUT KANDHARI BEVERAGES Ltd.

Kandhari Beverages Ltd. is one of the largest bottling franchisee of

India under license with the coca cola company, U.S.A. Kandhari Beverages

set up their first plant in Chandigarh in the year 1967, under the agreement

with Parle group. Kandhari group of industries was promoted by late. Sh.

Teja Singh Kandhari by setting up a bottling plant in Chandigarh by the

name of M/S Chandigarh Bottling Company that bottled the parle drinks via

gold spot, Thums up, limca, and citra. In the year 1993, the company entered

in the franchise agreement with coca cola Company, U.S.A. & launched the

world-renowned ”COKE” brands.

KBL is the first plant in the country to start a pet line. It has a total

capacity of 1560 bottles per minute consisting of multiserve, RGB, Mazaa &

2 pet lines KBL became the BIGGEST FRANCHISE in 2004 & achieved

the landmark of 12 million unit cases. It has three bottling plants in

Chandigarh, Nalagarh Distt. Solan, Nabipur Distt. Fathegarh. The company

has a prime presence in the industry and has been awarded various quality
awards and sales promotion awards for highest growth. KBL won a peacock

award for environment management in 2002. KBL is no 1 in sales and

production in India in 2009.

KEY PERSONNEL

1Mr. Atul Singh: President and CEO India Division (CCI)

2Mr. Jaspal Singh Kandhari: Chairman and MD (KBL)
3Mr. Bikram Singh Kandhari: Executive Director
4Mr. Updeep Singh: DGM
5Mr. G S Saggu: DGM
6Mr. Rajan Sharma: DGM
7Mr. BP Singh: DGM
8Mr. Rajan Arora: DGM

Chandigarh Metro
Haryana 19 Districts
Himachal Pradesh 10 Districts
Punjab 3 Districts
KBL FRANCHISE MATRICS
KBL was fir KBL was first of the Kandhari family plants. International
brands were launched in 1993
# KBL is the first franchise plant in the country to start a PET line
# KBL won the Golden Peacock award for Environment Management
in 2002.
# KBL has a total capacity of 1.
KBL AREA

1From Le Corbousier’s City Beautiful ~ Chandigarh to Land of Patiala

Pegs!

2 From Sardars of Punjab to Jatts of Haryana!

3 From Hill stations of Shimla to snow mountains of Kullu-Manali…

ORGANIZATION STRUCTURE OF THE

SALES
DEPARTMENT IN KBPL:
MARKETING MIX OF K.B.P.L

The Coca-Cola Company offers a wide range of products to the customers

including beverages, fruit juices and bottled mineral water. The Company is

always looking to innovate and come up with, either complete new products

or new ways to bottle or pack the existing drinks. The Coca-Cola Company

has a wide range of products out of which the following products are

marketed by KBPL:

In the Cola Section:

In the Lemon Section

1In the Orange section:

2In the Apple Section

Fanta Apple

3In the Juice section:

 4In the Soda Water and Bottled Mineral Water

section:

PACKAGING DETAILS
NUMBER OF BOTTLES IN A CASE

PRICE DETAILS
Pack Retail Price Price for retailer
300 ML 12/- 252
200 ML 10/- 168
250 ML 12/- 252
2 Ltr Pet 60/- 486
500 ML Pet 22/- 480
EXPLANATION OF MANUFACTURING

PROCESS

The manufacturing of the products of Coca-Cola involves the following

steps:

1. Water passes through the water treatment plant, further passing through

the sand filter and the activated carbon filter, so as to attain pure cleansed

water.

2. In the syrup room, the concentrate is blended with the sugar syrup

3 .Once both the water and the final syrup are ready, they are both mixed

together and sent to the carbonator section where Carbon Dioxide is added

to the mixture to form the final product.

4. On the other hand, simultaneously, the returnable glass bottles are

depalletized, inspected and washed for the purpose of filling in the final

product in it. This step does not take place in the PET bottle line as the

bottles once used are disposed.

5. The product is finally filled in the bottles, crowned (in case of RGB)/

capped (in case of PET bottles), labeled and cased in order to be sent into the

warehouse for distribution.

 CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

DISTRIBUTION NETWORK

KBPL 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

they need it.

A typical distribution chain at KBPL 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.

R E D
(RIGHT EXECUTION
DAILY)
5.1: RED works on two categories

1) Type of Outlets

RED works on two categories

1).Type of outlets

2) Volume of Outlet

1. Type Of Outlet (Channel)

(A ) GROCERY STORE

Grocery (customer profile): Store stocking a variety of regular uses

household items. The channels provide an opportunity for penetration as it

propels home consumption.

It includes all karyana stores, departmental stores, supermarkets,

provision stores etc.

Necessary Availability - 2 liter and 300ml

(B ) EATING & DRINKING CHANNEL

Eating and Drinking Channel: Outlets range from the high-end restaurants to

the smaller dhabas. These outlets offer multiple

Opportunity to effect sales as people usually order something to drink along

with food. It includes

 - Restaurants

- Bars and Pubs

- Dhabas

(C ) CONVIENCE CHANNEL

Pan/bidi shops (customer profile) : This segment includes PAN BIDDI

outlets that stock cigarettes, mint, confectionary. It covers STD/ISD phone

booths, travel channel etc. Small outlets that mainly sell 200ml or 300ml

bottles. They may also sell 600ml.

2. VOLUME OF OUTLETS
Market Segmentation models
Visi-cooler presence & condition

Visi-cooler position, display & Brand Order

Compliance
Under RED market developer has to ensure that shopkeeper must display all
products. Display may be in the form of Shelf Display, Table Top Display
etc. All products must be displayed in brand order COLOJK i.e. Coke,
Thums up, Limca, Sprite, Fanta, Maaza, Minute Maid Pulpy Orange, Kinley
(mineral water & Soda water).
5.2.4. Activation Elements

Market developer must ensure that all these activation elements must

available at all the outlets. Detail of activation elements must available at

GROCERY STORES:

1.WARM DISPLAY RACK

2.SHELF DISPLAY

OPTIONAL ELEMENTS:-
1.STANDEE
2.FLANGE
3.SIX MOBILE HANGER
4.VISI COOLER BRAND STRIP

ACTIVATION ELEMENTS FOR E&D:-

1.COMBO STANDEE
2.FLANGE OR STANDEE OR GSB
3.BRANDED TABLE MAT
4.MENU BOARD OR MENU CARD

OPTIONAL ELEMENTS:-
1.WARM DISPLAY RACK
2.TABLE TOP RACK
3.TENT CARD
ACTIVATION ELEMENTS FOR CONVENIENCE:-
1.WARM DISPLAY RACK OR 1 TIER RACK
2.FLANGE OR STANDEE
3.AERIAL MOBILE HANGER

OPTIONAL ELEMENTS:-
1.TABLE TOP DISPLAY
2.VISICOOLER BRAND STRIP

RED SCORE TRACKING

The performance of market developer is measured on the basis of score

tracking.
Tracking will be done of the following Parameters:
1.Visi-cooler 30 points
2.Availability 50 points
3.Activation Elements 20 points
4.Bonus 05 points
GRAND TOTAL 105 points

These 105 points are distributed in various Parameters explained in the

following table:
RED SCORING SHEET 2009, ALL CHANNELS ALI VPO CLASS
E&D Type 1 E&D Type 2 Grocery Convenien
D G S D G S D G S D G S
1. Is a Coca Cola Visicooler
present (if answer is no
skip question 2-8)
2. Is the Visicooler/Chest as 6 6 6 6 6 6 6 6 6 6 6 6
per standerd?
3. Stills Cooler (in diamond 1 1 1 1
outlets only)
4. Is the Visicooler in the 5 5 5 5 5 5 5 5 5 5 5 5
Prime position?
5. Is the Visicooler into 1 2 2 1 2 2 1 2 2 1 2 2
working condition?
6. Is the Visicooler in the 1 1 1 1 1 1 1 1 1 1 1 1
light working?
7. Is the Visicooler 100% 10 10 10 1 10 10 10 10 10 1 10 1
pure? 0 0
8. Is the Visicooler shelf 6 6 6 6 6 6 6 6 6 6 6 6
order compliant ?
Subtotal 30 30 30 3 30 30 30 30 30 3 30 3
0 0
9. Sparking soft drink (SSD) 20 20 22 3 36 40 6 6 16 2 20 2
including soda 200 or 300 6 0
ml (Diamond/Gold Cola
+3) Silver (Cola +2)
10. Sparking soft drink (SSD) 16 16 16 12 12 12 1 16 1
including soda Mobile pet 6
500/600 Ml Dimond (Cola
+ 3) Gold (Cola +2) Silver
(Cola +1) Xpress 350 Ml
Diamond/Gold(Sprite +2)
Silver(Silver+1)
11. Any Juice RGB (200/250 6 6 6 9 9 10 3 3 6 6 6 6
ML any Juice Tetra)
12. Mobile Juice 6 6 6 6 6 6 6 6 6
(Diamond/Gold 2 flavour)
Silver (1 flavour)
13. Juice large Pet 6 6
(Diamond/Gold 2 flavours)
14. Large Pet 1.25 Ltr/1.5 Ltr/2 15 15 10
Ltr/2.25 Ltr including soda
(Diamond (Cola +3) Gold
(Cola +2) Silver (Cola +1)
15. Water (either 500 ml or 1 2 2 5 5 2 2 2 2
ltr)
Sub Total 50 50 50 5 50 50 50 50 50 5 50 5
0 0
 E&D
16. Branded Menu cards with 10 10 10 1 10 10 10
KO beverages menu(at 0
least 5 menu cards) Menu
board (at least 1) Combo
element
17. Flange/Road 3 3 3 3 3 3
Standee/Flex/Glow sign
board (at least 1 of the
four)

Grocery

18. Three tier rack pure & 8 8 8

charged

19. Shelf display (other 5 5 5

than rack)
Convenience
20. Table too display 5 5 5
unit/hanging rack/aerial
hanger
21. Shelf Display (other 5 5 5
than rack)

22. Flange/Road 3 3 3
Standee/Flex/Glow
Sign Board(at least 1 of
the 4)
All Channels
23. OBM/Dnnking Shot 3 3 3 3 3 3 3 3 3 3 3 3
communication

24. Are prices of Coca Cola 4 4 4 4 4 4 4 4 4 4 4 4

products communicated
in a clear and visible
manner?
Sub Total 20 20 20 20 20 20 20 20 20 20 20 20
Total 100 100 100 100 100 100 100 100 100 10 100 100
0
Bonus Points
25. Large Pet/Fridge pack 5 5 5
bonus/Diamond (Cola
+3) Gold (Cola +2)
Silver (Cola +1)
26. Mobile Express pack 5 5 5 5 5 5 5 5 5
bonus mobile diamond
(cola +3) gold (cola
+2) Silver (cola +1)
Express
(diamond/gold/silver
+2 sprite +1)
Grand Total 105 105 105 105 105 105 105 105 105 10 105 105
5
 OBJECTIVES OF RED

1. The main objective of this RED project is to increase the sales of

the company.

2. The next objective of this projects is to advertise the various

Products of the company.

3. The main objective of RED is to look out the retail outlets for the displays

of company products.

4. To study the channel analysis of Coca Cola through retail outlets in

Patiala.

5. To study the effectiveness of advertising products in the retail outlets and

their correction to visualise through consumer.

Someone has rightly said that

1. JO DIKHTA VO BIKTA HAI

2. JITNA DIKHTA HAI UTNA BIKTA HAI

3. JAISA DIKHTA HAI VAISA BIKTA HAI

 CHAPTER 5 : RESEARCH
METHODOLOGY

Project RED is a live project. It can broadly be classified in two stages,

which can be described as follows.

Initial Stage:-
This stage comprises of Product Knowledge and Process Knowledge.
1The product knowledge means the knowledge of every product and its
variants offered by the company-
2The Process Knowledge means the knowledge about the distribution of
the product and its variants from the sales depot to the different
retailers of the city.
The actual knowledge about the product and the process was attained
with the help of Route Riding.
Route Riding means to visit different outlets on the commuting
vehicle (vehicle which carries coke product from depot to different outlets)
along with salesman. By the route riding it is very easy to grasp and
understand how the cola market actually works. Route riding elaborated the
factors influencing the cola market and provided the information about the
competitor’s strategies and schemes which they offer to the retailers in order
to gain advantage. Retailer’s grievances were best know with the help of
route riding through personal interaction. Also with route riding any one can
know about the sales status of an outlet on a daily basis.
Later stage:
 This stage comprises of the serious implementation of the project
RED in the area of Patiala. To ensure effective and fruitful implementation
of the campaign, market developers (M.D.) were appointed by the company.
Market Developers carried the responsibility to handle all the activities
under the R.E.D. campaign.

The first step involved in this stage was to select the outlets where the
campaign has to be implemented. The outlets are selected on the basis of
some parameters like annual sale of the outlet, type of the outlet, space
available at the outlet etc. Total available market was mainly segmented on
two parameters, which are given below on the next page.

1)Outlet volume

On basis of outlet volume outlets are divided into e main

types.

a)Diamond: -

This category includes those outlets whose annual sale is

more than 800 crates.
b)Gold :-
This category includes those outlets whose annual sale is from 500 to
799 crates.

c)Silver :-
This category includes those outlets whose annual sales is
from 200 to 499 crates.
2) Channel cluster
On basis of channel cluster outlets are divided into 3 main
types.
(a.) Grocery :-
These outlets are primarily engaged in retailing of food and
various household items. It includes grocers (outlets dealing mainly in
grains, provision, spices, edible, oil etc.), and general stores.
(b.) E&D
(Eating and Drinking):- Outlets selling items to eat which are being cooked
within outlet, made at the outlet with possibility of consuming those
products within the outlet. The outlet may have a place to sit. It includes
Bakery, sweets shop, Restaurant, Bars, Juice centers, Ice cream parlor.

(c.) Convenience:- It includes outlets which are small stores or shops,

generally accessible locally. These are often located alongside of busy roads.
It includes Chemists, STD booths, Pan Shops etc.
After the identification of the outlet on the pre specified norms, the total area
of Patiala market was fragmented and each fragmented sub market was to be
looked after by the market developers appointed by the company. Each M.D.
had his permanent journey plan
(P.J.P. Plan):. The P.J.P. plan is a day wise schedule of a market
developer which contains the names of the outlets to be visited by him
coming under the campaign R.E.D. where the project has to be implemented.
After getting permanent journey plan the next step was to visit the
outlets for gaining initial information of every individual outlet as well as
market on a whole. The visit to all the outlets of that area helped in revealing
its market condition. Visiting the outlets clearly showed the picture of the
market situation prevalent in Patiala.
MY ROLE IN PROJECT “RED”
AVAILABILI
TY
NAM VISICO (BRANDS IN
E TOWN OLER Nos) ACTIVATION
S
H
R T
E
G JU J A
L
PRIM 6 B IC UI B
2 F MOBI
E PU 0 E C L
NAME OF CHAN RG L RA D LE
S.NO. AREA CAT. LOC RIT 0 M M E E
OUTLETS NEL B t CK I HANG
ATIO Y M A O P
r S ER
N L A BI E T
P
Z LE T O
L
A P
A
Y

TOTAL
_________________ ___________________ __________________ ________________________
_____ ___________ ________ _____________
SIGNATURE SIGNATUR SIGNATURE SIGNATURE OF
OF DGM / SM E OF ASM OF SE MARKET DEVELOPER
1IMPLEMENTATION – 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.

1I measured the performance of sales team and distributors (under RED) in

outlets

with respect to all parameters of execution.

2I have to check the stock, that is available in the shop, then I have to make
a

report, and send to me team leader, the format of the report is that.
MARKET AUDITING (TRACKING PERFORMANCE)– Tracking
performance of the MD of corresponding area was also my responsibility. I
had to score him on fixed norms (RED SCORING SHEET) and also give
the feedback on his performance.

2FINDING LOOPHOLES – Finding loopholes in the system like absence

of co-ordination between MD’s and SALES TEAM and report to
higher officials (Mr. Kamal Sharma) and DGM (SALES).

3BRAND CONTACT - I had to interact regularly with shopkeepers to

know their grievances and solve them. If I could solve them then I
reported them to my company guide, else he suggested me the
alternatives.

4AVAILABILTY - I also need to give company Daily availability report of

Patiala of various brand.
FINDINGS OF PROJECT

1). According to the demand of outlet owners, delivery of products are not

Made available in the outlets.

2). Efficient brands of coca – cola are not available in outlets.

3). Sales people and delivery persons do not visit the outlets on a regular
basis.

4). Advertisement materials are not available in the right time at the right
place i.e.

Different Channels like Grocery, Convenience, E&D.

5). Many outlet owners have complains on improperly working

VISICOOLER i.e. its cooling
Capacity is low or its lights are not working.

6). Improper management is seen as No mechanics visit the outlets despite

of

Complaints issued by outlet owners

7). Visicoolers are not placed at their Prime locations in many outlets

8). Many outlet owners express deep in satisfaction towards coca-cola as

they do not get

any Prize or Cash discount as they receive from other companies.

RECOMMENDATIONS
1.Delivery position should be maintained to get good return from the
market.
2.The company must try to make different brands of Coca-Cola available
at every retail outlet whether it is large or small, otherwise the
consumer may go for substitute.
3.Sales People and delivery persons should properly monitor the market
whether stocks are available and are properly utilized in the market or
not.
4.If Sign boards/Display boards are costly then we can provide them
alternate arrangements like wall paintings and posters.
5.We can provide them beautiful display racks, tablemats, menu-cards etc,
containing the trademark and brand name of the company.
6.Display material should be provided to the retailers on more regular basis
to increase the sales level.
7.Maintenance work of refrigerator must be improved.
8. The company should take steps to replace damaged or un-sellable Coca-
Cola goods frequently from the retailers.
9. The Company employees should make direct contact with the consumers,
so that they may aware with real situation of the market and consumers
attitude towards the product. For this they can arrange awareness camps in
different locations.10. At every petrol-pump we should install Fountain
Machine. It will be helpful in generating impulse purchase and also as
awareness about the products of the company among the consumers.
LIMITATIONS OF THE CAMPAIGN
1. Out of nearly 650 total coca cola selling outlets were selected by the
company (These selected outlets had a very high volume of sales of coca
cola & its different brands. To maintain all the brands in the required
orientation Brand pack Order was very tough).
2. Many of the retailers were reluctant to keep there visicoolers pure or
in the prescribed brand pack order without any genuine reason. They were
hesitant even in allowing the company appointed MD’s to pure their v/c’s.
They wanted to keep the products in the way convenient to them.

3. Each retail counter exhibited a different sales scenario. In some shops

the sales of R.G.B. Scaled heights whereas in others pet bottles were in high
demand. Due to this influencing factor the retailers were tentative to stock
the prescribed product variants.

4. Time constraint-the campaign R.E.D was designed to be implemented

over a period spanning one year. Many aspects of the campaign are still left
unexplored as the project highlights the analysis for the work done for 14
weeks.
CONCLUSION
RED is a worldwide project of COCA COLA Company. This project is

playing a very important role for the company. With the help of this project,

sale of the company has been increased. Because in this project there is one

market developer who has to ensure that Visicooler must be on prime

location, all brands must available, all brands must displayed in brand order

i.e. COLOJK. All the activation elements like warm display rack, table top

rack, standees etc must be available at all outlets come under RED. All these

elements help the company in increasing the sales because

1.JO DIKHTA VO BIKTA HAI

2. JITNA DIKHTA HAI UTNA BIKTA HAI

3. JAISA DIKHTA HAI VAISA BIKTA HAI

Definitely when sales increase then profits also increases. With the help of

this project company has increased its sale in Patiala region and also

company can measure or check the performance of each franchises working

all over the world with COCA COLA COMPANY.

 BIBLIOGRPHY

Marketing Management : Philip Kottler

Marketing Research : Bound, Stash & Others
“Booklet of RED”, COCA COLA INDIA

www.coca-cola.com