A PROJECT REPORT ON INDUSTRIAL MARKETING RESEARCH , OBJECTIVE AND LIMITATION OF PRODUCTS

SUBMITTED BYStudent Name MBA

MARKETING

UNDER THE GUIDENCE OF: INDUSTRY MENTOR Mr. Sachin Srivastava AREA SALES MANAGER (Dada Nagar) INDIA, KANPUR (U.P.) (Marketing) FACULITY Mr. Rupeesh Sir Director
(Manipal Institute name)

Manipal Institute Address

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BONAFIDE CERTIFICATE
Certified that this project report titled VOLATILITY OF SHARE PRICES OF TELECOM INDUSTRY IN KANPUR is the bonafide work of Anuj Kumar who carried out the project work under my supervision.

SIGNATURE SIGNATURE FACULTY IN CHARGE Mr.Roopesh Upadhyay Bajpai

HEAD OF THE DEPARTMET

Mr. Amit

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ACKNOWLEDGEMENT Expression of feelings by words makes them less significant when it comes to make statement of gratitude

It gives me pleasure to express my most profound regards and sense of great indebtedness and sincere gratitude to my project guide Mr. Amit Bajpai for their guidance in preparing this report.

I would also like to thank my co-trainees who gave guidance and support during the completion of the project. I would also like to extend my sincere thanks to all my faculty members who helped me a lot at every step of the project. Hereby, I am deeply obliged and highly indebted to my family members for moral support. My special thanks to my friends who helped me out from time to time during the project.

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TABLE OF CONTENT
Project Summary Introduction Organization Profile Industrial background Brief History of the Industrial organization Industrial Organization structure Responsibility of Marketing Research Coca-Cola products Profile Performance and progress of Coca-Cola Promotion or advertising Research methodology Aims & objective of the study Limitation of the study Data analysis Conclusion Suggestions Analysis Appendix Bibliography Questionnaire

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Project summary
Company History

The Coca-Cola Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private Limited and re-launched CocaCola in 1993 after the opening up of the Indian economy to foreign investments in 1991. Since then its operations have grown rapidly through a model that supports bottling operations, both company owned as well as locally owned and includes over 7,000 Indian distributors and more than 1.3 million retailers. Today, our brands are the leading brands in most beverage segments. The Coca-Cola Companys brands in India include Coca-Cola, Fanta Orange, Fanta Apple, Limca, Sprite, Thums Up, Burn, Kinley, Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh and

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Nestea Iced tea, the Georgia Gold range of teas and coffees and Vitingo (a beverage fortified with micro-nutrients). In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd; thirteen authorized bottling partners of The Coca-Cola Company, who are authorized to prepare, package, sell and distribute beverages under certain specified trademarks of The Coca-Cola Company; and an extensive distribution system comprising of our customers, distributors and retailers. Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use these to produce our portfolio of beverages.These authorized bottlers independently develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous other businesses. In turn, these customers make our beverages available to consumers across India. The Coca-Cola Company has invested nearly USD 1.1 billion in its operations in India since its re-entry back into India in 1992. The Coca-Cola system in India directly employs over 25,000 people including those on contract. The system has created indirect employment for more than 1,50,000 people in related industries through its vast procurement, supply and distribution system. We

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strive to ensure that our work environment is safe and inclusive and that there are plentiful opportunities for our people in India and across the world. The beverage industry is a major driver of economic growth. A National Council of Applied Economic Research (NCAER) study on the carbonated soft-drink industry indicates that this industry has an output multiplier effect of 2.1. This means that if one unit of output of beverage is increased, the direct and indirect effect on the economy will be twice of that. In terms of employment, the NCAER study notes that an extra production of 1000 cases generates an extra employment of 410 man days. As a Company, our products are an integral part of the micro economy particularly in small towns and villages, contributing to creation of jobs and growth in GDP. Coca-Cola in India is amongst the largest domestic buyers of certain agricultural products. As an industry which has strong backward and forward linkages, our operations catalysis growth in demand for products like glass, plastic, refrigeration, transportation, and Industrial and agricultural products. Our operations also lead to incremental growth for enterprises engaged in post production activities like merchandising, marketing and sales. In addition, we share best practices and technological advancements with our suppliers, vendors and allied

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industries which often lead to improvement in the overall standards of quality across industries. The Coca-Cola Company has always placed high value on good citizenship. Our basic proposition entails that our Companys business should refresh the market; enrich the workplace; protect and preserve the environment; and strengthen the community. We leverage our unique strengths to actively support and respond to local needs -- be it the need for education, health, water or nutrition. We have used our distribution network for disaster relief, our

marketing prowess to raise awareness on issues such as PET recycling, and our presence in communities to improve access to education and potable water. The Coca-Cola India Foundation is now taking forward in the community at large, projects and programs of social relevance to carry forward the message of inclusive growth and development. For more details on activities of the Coca-Cola India Foundation, please visit the website of the Coca-Cola India Foundation,

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Introduction

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At the core of our business in India, as in the rest of the world is our production and distribution network, which we call the Coca-Cola system. Globally, the Coca-Cola system includes our Company and more than 300 bottling partners. The Coca-Cola Company manufactures and sells concentrate and beverage bases. Our authorized bottlers combine our concentrate or beverage bases as the case may be with sweetener (depending on the product), water or carbonated water to produce finished beverages. These finished beverages are packaged in authorized containers bearing our trademarks -- such as cans, refillable glass bottles, non-refillable PET bottles and tetra packs -- and are then sold to wholesalers or retailers. In India, additionally, the Company also sells certain powdered beverage mixes such as Vitingo and Fanta Fun Taste. Our beverages reach our ultimate consumers through our customers: the grocers, small retailers, hypermarkets, restaurants, convenience stores and millions of other businesses that are the final points of distribution in the Coca-Cola system. What truly defines the Coca-Cola system, and indeed what makes it unique among businesses, is our ability to create value for our customers and consumers. In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and beverage bases and powdered beverage mixes, a Companyowned bottling entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd; thirteen authorized bottling partners of The Coca-Cola Company, who are authorized to prepare, package, sell and distribute beverages under certain specified trademarks of The Coca-Cola Company; and an extensive distribution system comprising of our customers, distributors and retailers. Coca-Cola India Private Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use these to produce our portfolio of beverages.These authorized bottlers independently develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants and numerous other businesses. In turn, these customers make our beverages available to consumers across India.

Soft drink industry came into existence 1840s; evaluation of soft drink took place over a much longer time period. The forerunner of soft drink began more than 2000 years ago when hippo crates, the The Father of Medicine first suspected that the mineral could be beneficial to our well being. But hippo crates did not envision drinking the effervescent mineral water bubbling from the earths crust. The Greek and Romans used them for bathing and relaxation.
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By 1840s both artificial and natural mineral were considered healthy and refreshing product in America. But pharmacist believed they could improved upon their curative experimented with a multitude of ingredient from birch bark to dandelions. The soft drink was seasonal business in early days. Responding to consumer demand the industry rolled out soft drink in can and introduced diet beverages to the market.

Calabbradham a North Carolina pharmist concocted Coca cola in the year 1890 as a cure for dysCoca cola (Indigestion).

In1903, Coca cola trademark was registered. Brad ham believed that marketing would be the to Coca colas prosperous future. Now he started his business in his first year he spent 1900 on advertising when sold only 40,000 liters of syrup.

Brad ham business strategy worked & in 1905 he built Coca colas first bottling plant. Three more plant followed soon and in 1907 he was selling 50,000 liters per year. Brad ham hired an advertising agency in New York &started in 1907.

Trouble started at the end of world war when Brad ham overstocked sugar at high price, which subsequently dipped to rock to bottom in 1920. By1922 Company was insolvent & by 1923 it went bankrupt. Brad ham return to his pharmacy.

Roy Megargell a Wall Street broker stepped in and recognized the company. However the company was running at loss every year and with stock market crash in 1929, Megargell was not able upkeep the company any longer. In 1931, the company went bankrupt second time.

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Coca-Cola India operations are fully integrated into the governance structure of The Coca-Cola Company, including two important codes: (a) The Code of Business Conduct outlines expectations for employees to comply with the law and act ethically in all matters. The Code remains applicable to all employees of The Coca-Cola Company and its majority-owned subsidiaries. More details on the code can be accessed at our corporate website http://www.thecocacolacompany.com/ourcompany/business_conduct.html. Anti-Bribery Policy: The Coca-Cola Company and its subsidiaries are committed to doing business with integrity. This means avoiding corruption of all kinds, including bribery of government officials. We will abide by all applicable antibribery laws, including the U.S. Foreign Corrupt Practices Act, and local laws in every country in which it does business. The Company is a signatory to the United Nations Global Compact, by which it is committed to work against corruption and bribery around the world. The Company also has incorporated a prohibition against bribery into its Code of Business Conduct. This anti-bribery policy provides compliance requirements to prevent improper payments and to ensure accurate reporting of permissible payments under all applicable antibribery laws. (b) The Code of Business Conduct for Suppliers seeks to extend and clarify similar ethical expectations to our suppliers. The Supplier Code became effective in February 2008. Both the Code of Business Conduct and the Supplier Code highlight the EthicsLine reporting service, through which individuals can confidentially ask questions or report concerns to an independent administering party. More details on the Code of Business Conduct for Suppliers can be accessed at http://www.thecoca-colacompany.com/citizenship/pdf/COBC_Suppliers.pdf More information is available online at www.thecoca-colacompany.com.

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Organization Profile

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The world is changing all around us. To continue to thrive as a business over the next ten years and beyond, we must look ahead, understand the trends and forces that will shape our business in the future and move swiftly to prepare for what's to come. We must get ready for tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination for our business and provides us with a "Road map" for winning together with our bottling partners. Our Mission Our Road map starts with our mission, which is enduring. It declares our purpose as a Company and serves as the standard against which we weigh our actions and decisions. To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference Our Vision Our vision serves as the framework for our Road map and guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable, quality growth. People: Be a great place to work where people are inspired to be the best they can be Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities Profit: Maximize long-term return to share owners while being mindful of our overall responsibilities Productivity: Be a highly effective, lean and fast-moving organization Our Winning Culture Our Winning Culture defines the attitudes and behaviors that will be required of us to make our 2020 Vision a reality. Live Our Values Our values serve as a compass for our actions and describe how we behave in the world. Leadership: The courage to shape a better future Collaboration: Leverage collective genius Integrity: Be real Accountability: If it is to be, its up to me Passion: Committed in heart and mind

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Diversity: As inclusive as our brands Quality: What we do, we do well Focus on the Market Focus on needs of our consumers, customers and franchise partners Get out into the market and listen, observe and learn Possess a world view Focus on execution in the marketplace every day Be insatiably curious Work Smart Act with urgency Remain responsive to change Have the courage to change course when needed Remain constructively discontent Work efficiently Act Like Owners Be accountable for our actions and in actions Steward system assets and focus on building value Reward our people for taking risks and finding better ways to solve problems Learn from our outcomes -- what worked and what didnt Be the Brand Inspire creativity, passion, optimism and fun

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Industrial Background

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In1898 an American pharmacist Calabbradham developed a beverage made of aerated water and the base of $25 billion international food &beverages giant was formed Coca cola Co food & beverage international a full-fledged company earns more than half its global revenues from snack food and fast food. Coca cola Cos major business includes Coca cola food KFC (Kentucky Fried Chicken) Pizza Hut Taco Bell California Pizza

Kenkucky Fried Chicken (KFC) with 9,000 restaurants in 66 countries and pizza hut with 9800 restaurants in 84 countries are household names in U.S.A & Europe. The credit of marketing Coca Cola a household name goes to decade long ranging cola war between Coca cola and coke, which started 30 years ago. Coca Cola incorporation is made by four major categories of product including food & beverages. They are as follows

Coca cola Frito-Lays Tropicana Quakers

Coca cola is traded on New York stock exchange under the symbol PEP. From the office of Steve Reinmund, chairman and chief executive officer of Coca cola incorporation in New York it has been delivered that Coca cola has increased its earnings by 12% from $944 million to $1.06 billion this year due to huge increased in sale of its low calories beverages

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Brief History Of The Industrial Organization

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Ninety years after the invention of what has become one of the most favored drinks globally, in 1988 Coca cola entered India flanged with heavy resources and riding the winds of change of newly opened economy. The mission was to change the taste and lifestyle of a common Indian who identified soft drink and beverages as a few available cold drinks, squashes and concentrates. Rajeev Bakshi, the Indian Coca cola chief sitting in the corporate office situated in Gurgaon, Haryana. The whole Coca cola business India is operated from this place under to mode of operations. They are as follows COBO (Company owned bottling plant) FOBO (Franchisee owned bottling plant)

Coca colas 40% operation is being done through COBO and remaining 60% Operation is being done FOBO.

Coca cola India has invested $100million over the last few months in hiking Production capacity by 40%and improving infrastructure &expects to add up to 60 Million new customers this year.

Although India has a per capita consumption as low as 3 per person as Compared to 400 in U.S.A. India has one of the largest number of potential Consumers in the world with the population of 1 billion.

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Coca cola along with coca cola had introduced the 200 ml pack size last year across India, and this summer the company says that pack size will account for half of its total sales. Executive director (mkt) said, we have invested $100 million over the last couple of months. We have added capacity through Greenfield ventures as well as by upgrading existing lines, invested in infrastructure and other related activities.

COBO

DIRECT

INDIRCT

C & F Agent

Distributors

Regions of India which are covered by COBO are listed below: Eastern U.P Punjab Haryana Himanchal Pradesh Gujarat Maharashtra Karnataka Karla West Bengal Tamil Nadu

FOBO DESTRIBUTION: The FOBO structure is under: Coca cola Food Ltd. Syrup Providing Franchise (Bottler)

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Franchiser invests in plants, machinery for distribution and infrastructure. The regions covered by FOBO are: Jammu & Kashmir Delhi and National capital region (NCR) Western U.P Rajas than Goa M.P A.P Orissa Bihar N. E states Jharkhand

COCA COLACO:

U.P Level

U.P which covers 8.9%of Indias total geographical area has 16.44%of India total population. Sourav Gupta, head of the utter Pradesh has been given responsibility to look after here. 80% of the total populatation of U.P is residing in rural areas. Company has conducted a survey that in U.P 85%of total population has not tested any of the soft drink yet. Sothe Company has good scope to cater to this population in future.

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There are three bottling plants, which exits in U.P. Kalyanpur Bithor Hanspuram

COMPETITIVE SITUATION:
No two companies could be more similar or more different. Coca colas main competitor is no else but coca-cola. Both companies have been selling thirst quenchers for hundered years that are now global brands. Coke is mainly a franchisee driven operation with a company supplying its soft concentrates (secret portion) to its bottlers around the world. Coke management realizes that soft drink is a convenient as well as an impulse product. Accordingly the companys expertise lies in consumer marketing. Through product differentiation coke planed to reach out to the consumer by enhancing consumer accessibility to the product with larger, multi server pack, all competitively priced coke, therefore plans to enter Indian home. Demand of soft drink is increasing at an average rate of 20%, means that company will have to build capacity, infrastructure, make their bottle more available &more affordable. Coke infrastructure plans include setting up new subsidiaries. It is also considering a 35 Greenfield ensure to set up model plan build in Western corridor most likely Gujarat. They will have four product lines with the capacity of 600 hundred bottles per minute, with a built in flexibility to adopt top different flavor and sizes.

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Another option for building capacity is to bring in bottlers from overseas to invest jointly in fresh capacity. The company wants to go a step further and setup coco- cola institute, a training facility for bottlers. Coke has various advertising / consumer awareness plans. The company has not been a big advertiser until now. One reason for this is coke did not want to overspend on big advertisement budget and another reason is that coca- cola is not yet a national brand. Consequently, localized media advertising and promotion was opted, whoever coke intends to rational in future, hence advertising will move into the national media then. Coke is to put into its advertising an estimated rest 25 cores which will increase its share of noice in the market. Coke continues to stay with its multiband strategy. They enhance the ability to leverage self-space at the retail outlet.

At last I would like to say, that in soft drink business if you are not up to date each and every movement & not keeping the tight vigilance what your competitor is doing, what are the changes, which is being brought about by them. And you have to be quiet adaptive, you immediately have to take decision to come to level of your competitor.

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COCA COLACO HAS STRONG BRANDS WORLD WIDE:

COCA COLA $1.9 BILLION DEW

: $15.6 BILLION

QUAKERS :

: $5.0 BILLON

RUFFLES

: $1.8 BILLION : $1.6

COCA COLA DIET: $4.3BILLION BILLION WALKERS : $4.1 BILLION TROPICANA: $2.3 BILLION BILLION DORITOS BILLION : $2.2BILLON

7 UP
CHEETOS MIRINDA

: $1.4 BILLION : $ 1.1

LIPTON ICE TEA: $1

BARORATE : $3.1 BILLION

TOP 13 BRANDS REPRESENT OVER 65% OF TOTAL SALE OF COCA COLACO FOOD & BEVERAGES.

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Industrial Organization Structure

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The soft drink market is highly skewed in term of place of consumption , regional distribution &soft drink flavor as well as in term of SKUs , while 80% of the consumption is impulse , based outside home and remaining 20% comes from consuming at home. This trend is slowly changing with increasing in occasion and changing in life style. Increasing in urbanization and impact of liberalization has slowly and gradually started moving the market from impulse led to occasion led and to home refrigeration led consumption.

Understanding of market trend & consumption of different beverages in different part of India is very important. From the survey it has been shown that colas main market exits in metro cities, Northern part of India like Punjab, Haryana and some part of the U.P also. Orange flavor drink is popular in Southern state Soda to be sold largely at the same place. Western market has preference towards mango flavored drink. In term of SKUs the market is skewed towards 300ml which continues around 80-85% of the market , rest are in term of other pack sizes. But increasing consumption on occasion and home refrigeration consumption has started the trend of using PET bottles .consumption of PET is more in urban areas compare to rural areas. From the survey it has been found that 75% sale of PET comes out from urban areas and rest from rural areas.

An other peculiar feature of the market is to positioning and targeting of various brands. While cola brands of coke is targeted at teenagers and positioned as refreshment of mind and body. Its Thumps-up brand is targeted at people in group of 20-29 year positioned as thing for adventure loving. Fanta is targeted at in pre teenage group and is positioned as fun thing .

Coca cola product is targeted towards youth while the Miranda and 7UP are positioned on fun platform and for enjoying light movement of life. Coca cola distribution network has 6 lakh outlets across the country during FY00 which it is planning to increased by 10 lakh by FY03

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ORGANIZATION CHART:

(MARKETING)

VICE PRESIDENT OF MARKETING

SALES MANAGER

OTHER FUNCTIONAL MANAGER

REGIONAL SALES MANAGER EAST

REGIONAL SALES MANAGER NORTH

REGIONAL SALES MANAGER WEST

REGIONAL SALES MANAGER SOUTH

SALES MANAGER FINAL CONSUMERS CONSUMERS

SALES MANAGER FINAL CONSUMERS

SALES SALES MANAGER MANAGER FINAL FINAL CONSUMERS

SALES MANAGER ORG L CONSUMERS CONSUMERS

SALES MANAGER ORGL CONSUMERS

SALES SALES MANAGER MANAGER ORGL ORGL CONSUMERS

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ORGANIZATION CHART OF COCA COLA:

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Responsibility of Marketing Research

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 Plan, to discuss and execute such sales policies as will help to achieve
targets.

To achieves volume sales figures. To be responsible for district wise/distribution point wise sales
achievements.

To manage sales promotion activities. To maintain credit control. To fix target for distribution points and follow up with sales supervisor
for achievement.

To collect and discuss, competitive activity information.

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Recommendation

The following are some recommendation which I think company should do-------

1.

The company should organize the monthly meetings of its retailer and try to solve the problems they are facing in the marked at the optimum level.

2.

The company should also organized the get together events of retailer in which we build up better relationship with them and assuring them of benefit that they can be Products.

3.

P.S.R should cheek Products in every visit that make awareness among

retailer.

4.

P.S.R should tell retailer about the profit of Products.

5.

Company should take some stick action to those retailer whom Products.

6.

Company should increase the availability of demanding products in well manner.

7.

Company officer should visit the every retail outlet and should cheek the

Products.

8.

Company should make good relationship with retailer.

Your suggestion

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 For building the harmonious relations with retailers and consumer the

authorized dealer of the company in the particular city should provide hording and banners for the promotion / advertising of the brand.
The company should also keep a watch on properly display of

advertisement management given by the company to television and other media.

The company should also keep a watch on discount and facilities and

other sales promotional schemes provided by the company to the consumers.

The company should give high priority the maximum numbers of

monopoly out lets. School and college students should be targeted.

Typical or no understandable advertisements should not make. The cast of the advertisement should be pre-analyzed. Increase the availability of soft drinks and maintain the quality of the

drink according to the advertisement showed.

Majority as a part of the suggestion says that supply is done in a proper

manner and viability of all products should be in proper manner.

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Coca-Cola Products Profile

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Product List
COCA-COLA DIET COKE THUMS UP SPRITE FANTA LIMCA MAAZA MAAZA MILKY DELITE MINUTE MAID PULPY ORANGE MINUTE MAID NIMBU FRESH BURN KINLEY WATER KINLEY SODA SCHWEPPES GEORGIA GOLD

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Product Safety & Quality

The global nature of our business requires that the Coca-Cola system has the highest standards and processes for ensuring consistent product safety and quality from our concentrate production to our bottling and product delivery. We measure key product and package quality attributes to ensure our beverage products in the marketplace meet Company requirements and consumer expectations. Consistency and reliability are critical to our product quality and to meeting global regulatory

requirements and Company standards.

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Coca-Cola India Launches The Globally Successful Minute Maid 100% Juice In The Country. Launch further strengthens its diversified product portfolio and will provide more choice to consumers. Coca-Cola India Launches The Globally Successful Ready To Drink Iced Tea 'NESTEA' in the country Coca-Cola India announced the launch of the globally successful ready-to-drink iced tea brand 'NESTEA' in the country. The latest offering promises to uniquely refresh the consumers with its lemony, light flavor allowing them to enjoy the delicious goodness of tea. Coca-Cola India Rolls Out 'Shadow' Campaign featuring Bollywood Heartthrob Imran Khan Coca-Cola India rolled out the latest communication campaign 'Shadow' for brand Coca-Cola featuring Bollywood heartthrob and Coca-Cola Brand Ambassador- Imran Khan on mass media.

Coca-Cola India Forays Into the Dairy Segment, Launches It's Latest Innovation, 'Maaza Milky Delite' After successfully delighting consumers with the irresistible taste of Maaza, Coca-Cola India has now announced its foray into the dairy segment with the launch of its latest innovation. Leading Actor & Fanta Brand Ambassador Genelia D'souza Meets the Winners of 'Sip A Taste Of Friday' Initiative Leading Actor and Fanta Brand Ambassador, Genelia D'souza today met the winners of 'Fanta Sip A Taste of Friday', an exciting initiative rolled out to connect with consumers across the states of Karnataka, Andhra Pradesh and Tamil Nadu.

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Performance And Progress Coca-Cola

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Of

Coca-Cola is proud to share the progress we've made on our 'Performance with Purpose' agenda journey over the last year. Take a look at some the most significant successes.

Progress:

Accelerated the growth of our portfolio of healthful products Coca-Cola named to the Dow Jones Index for the third straight year Expanded our portfolio of healthful products through innovation Launched the food industrys first Carbon Reduction Label with the Carbon Trust on Walkers Crisps

Improved water intensity ratio across all of our operations Committed more than $16 million to organizations working to bring safe water to developing countries

Incorporated consideration of environmental sustainability issues and opportunities as part of every capital expenditure evaluation for projects greater

Signed CEO Water Mandate Conserved nearly 5 billion liters of water and nearly 500 million kilowatt hours of energy worldwide in 2007 as compared to 2006

Set corporation-wide goals to reduce water consumption by 20% per unit of production by the year 2015

Authored with industry the "Global Commitment to Action on the Global Strategy on Diet, Physical Activity and Health", a

commitment addressed to the World Health Organization

Launched our global sustainable packaging policy

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Improved significantly our water, fuels, and electricity efficiency

Reduced PET bottles, paperboard, and corrugated materials by more than 20 million pounds

Introduced our Supplier Code of Conduct Joined Supplier Ethical Data Exchange (SedEx) Increased spending on women and minority owned businesses Translated our Human Rights Workplace Policy into 20 languages Incorporated consideration of environmental sustainability issues and opportunities as part of every capital expenditure evaluation for projects greater than $5 million

Saved nearly 1.5 billion gallons of water worldwide in 2007 compared to 2006

Continued reuse of water from processing, working with local communities to provide access to clean water, and supporting farmers to deliver "more crop per drop"

Offset the total purchased electricity used by all Coca-Cola USbased facilities by purchasing renewable energy credits

Honored by the U.S. Environmental Protection Agency (EPA) with 2007 and 2008 Energy Star Partner of the Year awards for energy conservation

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Promotion Or Advertising
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Stakeholders recognize Coca-Cola India's efforts towards water stewardship and Sustainability the BU celebrates World Water Day Coca-Cola's commitment and continuous endeavors in the area of environment conservation,water stewardship and sustainability have been recognized at several stakeholder forums. These recognitions, coming around , this World Water Day are special as many of these awards are for its efforts to Reduce, Reuse and Replenish water. The Company was recently awarded the coveted Vishwakarma Award for its outstanding efforts in the field of Corporate Social Responsibility. Coca-Cola India received the award as a recognition for its rain water harvesting efforts in partnership with communities across the country. These awards have been instituted by the Construction Industry Development Council (CIDC) - the apex body established by the Planning Commission of India and the Construction Industry. CIDC is dedicated towards promoting best practices in the Indian construction industry.

Coca-Cola India was also awarded the coveted Chanakya Awards 2011 by the prestigious Public Relations Council of India (PRCI) for using communication as a tool for creating awareness on water conservation. The award was presented to the Company in recognition of the communications tool- The Ripple Effect, developed for sharing best practices in Water and Sanitation project of Coca-Cola and UN-HABITAT in India & Nepal. The award recognizes the Company's efforts in reaching out to the stakeholders and partners; a far reaching impact on water conservation, water access and sanitation; and creating a ripple effect by creating a partnership that blossomed into a partnership over nearly 20 NGOs, government department and institutions.
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The same project Ripple Effect- with UN Habitat was also awarded the coveted prize of 'Best Use of Public Relations for a Social Cause Award' at the First Indian PR and Corporate Communication Awards instituted by the leading communication house - Exchange4Media. Exchange4Media is one of the most credible and the largest source of media, advertising and marketing information in the country.

PRCI also recognized the Company's efforts towards transparency and openness with respect to its stakeholders by awarding its corporate website the Silver award in the country's best website category. PRCI noted that the website had been used as a tool to interact and engage with stakeholders including former employees which further enhanced engagement. The Company's website is a one stop hub for information on economic, social and environmental matters on the Coca-Cola system in India. In addition, Coca-Cola India's New Year calendar based on the theme of environment and , sustainability has been recognized as an innovative and unique attempt at promoting environmental awareness in the country, by PRCI.

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PRCI noted while giving away the Silver Prize that, coming from a company that is known across the world for its brands and its marketing capability, the Environment calendar reflects its global focus on 'Sustainability". The calendar has been shared with more than 25,000 stakeholders across the country.

Wednessday, June 27, 2012 Mr. Muhtar Kent, Chairman & CEO, The Coca-Cola Company meets retailers in Agra on his visit to India Tuesday, June 26, 2012 Coca-Cola Targeting Additional US$3 Billion Investment to Support Long-Term, Sustainable Growth in India Tuesday, June 26, 2012 Coke Studio@MTV- Season II Premieres in Delhi

LIVE POSITIVELY focuses on seven core areas key to our business sustainability: Beverage Benefits; Active Healthy Living; Energy Management and Climate Protection; Community; Sustainable Packaging; Water Stewardship; and Workplace.

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Our Recent Initiatives

Support My School
In it continued endeavor to help build sustainable communities, Coca-Cola India and NDTV in...

The Coca-Cola System in India Celebrates World Water Day

Reaffirming its goals on Reduce, Reuse and Replenish water ...

Mir Iqbal Hussain Trophy 2011

Coca-Cola India and All India Football Federation launch the third edition of the 'Coca Cola Mir Iqbal Hussain Trophy' 2011...

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Coca-Cola India partners with Indian School of Business (ISB) to launch the Coca-Cola ISB Retail Academy...

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Research Methodology

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WHY THIS PROJECT WAS UNDERTAKEN:

Coca cola has taken this project to evaluate their competitive strength in respect of the assets which company has provided in the form of glass strength, chilling equipment, singe, and to identify the gap in respect of geographical location where Coca colas product are not accessible. PROBLEM ENVIORNMENT:

Coca cola has a tough competition with Coca-Cola. No doubt in that Coke has been a big company in all respect in compare to Coca cola since long time. The kind of competition that occurs in soft drink industry is not found in any of the sector in all over the world. Both the players have to keep strong vigilance on each ones activity. Both of the company are run with the same kind, if one company implements any new thing in their operation, other also has to be adopt, if they are not up to date and not brings changes in their way of business, what and how its competitor doing, they would have been immediately thrown out of the market.

Page 48

THE PROBLEMS BEING FACED:

Company has been facing numbers of problem in the market of Kanpur. They are mentioned below: Retailers were not looked enthusiastic and satisfied. They looked monotonous in doing the business with Coca cola. Only big retailers who has the monopoly of Coca cola were in tough with the companies employee, but the rest had no contact with Coca colas employee even they do not know how to deal with the problems which may arise from once you given the security to the company for selling their product.

Shortage of the bottles is also create major problem, some retailers wants to buy more product in peak of season but sales man cannot give him because of instruction from his distributor.

``

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WHAT DOES COMPANY EXPECTS TO DO BY SOLVING THE PROBLEM?

Company wants to evaluate its market strength in comparison to coke. They want to evaluate their market in respect of facilities that both the companies have provided in the form chilling equipment, glass strength, sinage etc. Company also wants to aware with those geographical areas where it has very weak market in Kanpur.

So company expects to remove those problem where they find weaker themselves from the of survey that we have done in our summer training. So Coca cola has good opportunity to cater to those areas of Kanpur, where its opponent is much stronger with them.

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RESEARCH PROBLEM:

Research problem refers to some difficulty, which a researcher experiences in the contest of either a theoretical or practical situation and want to obtain a solution for the same.

The major problem that has been practically faced in doing research is that, outlets owner did not responded me precisely once they knew that research is being done on Every Dealer Survey project from the Coca cola Company, because their perception was like that the survey will not benefited them.

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Aims & Objective Of The Study

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TO evaluate the Competitive strength of Coca cola in Kanpur.

SUB OBJECTIVES: There are many sub- objectives under the light
of whole research have been done, they are as follows: Number of outlets on which soft drink are being sold. Chilling equipments, which they have. Total glass strength.

Sign board of the company.

Source of information:
the information. They are as follows:

There of two sources for collecting

INTERNAL SOURCES: Information is collected from the different department within the organization are said to be internal source of information. EXTERNAL SOURCES: They are collected from outside of organization and can be further divided into two types: PRIMARY SOURCE OF INFORMATION: Under this questionnaire are prepared and the questions are directly asked to the consumers. SECONDARY SOURCES OF INFORMATION: under this, informations are collected with that source which has been used in primary source of collection. I have used questionnaire method for collecting the information; the questionnaire is given in the form of EDS (EVERY DEALER SURVEY) report from the company.

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RESEARCH DESIGN:
A research design is the arrangement of conditions for collection and analysis of data that aims to combine relevance to the research purpose with economy in procedure. It constitutes the blue print for the collection, measurement and analysis of data. There are two types of research design: Exploratory Research: Its goal is to shed light on the real nature of the problem and to suggest possible solutions or new ideas. Conclusive research: It is designed to choose among various possible course of action i.e. to make decision.

RESEARCH INSTRUMENT:
It can be of two types:
o STRUCTURED o UNSTRUCTURED

QUESTIONAIRE

In structured a formal list of questionnaire is set up and these questions are asked directly to the person concerned while in none structured there is not a definite set of questions.

I have chosen structured questionnaire, which is in the form of EDS, under which given questions, were directly asked.

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SAMPLE TECHNIQUE: Sampling may be defined as the

selection of some part of the aggregate or totality on the basis of which a judgment or inference of the aggregate is made. In other words, it is the process of obtains information about an entire population by examining only a part of it. There are two types of sampling: o Probability Sampling Method: In this method every item in the universe has a no chance of being chosen for the sample. In this sampling mathematical calculation is possible. Probability sampling of three types Sample Random Sample Stratified Random Sampling Cluster Sampling Non- probability sampling method: This method does not provide every item in the universe with a known chance of being included in the sample. In this sample mathematical calculation is not possible. Types of Non- Probability sampling are:

Convenience Sampling Judgment Sampling

Quota Sampling

I have used Non- Probabity Convenience Sampling.

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Sample sizes:
FIELD WORK:

570 outlets.

I was given a questionnaire, which was in the form of EDS (every dealer survey) report. I went to the outlets owner in my given areas and made filled the questionnaire by them. I had to visit only those outlets, where soft drink was being sold. I had to access those geographical areas also were where Coca cola might be sold but not being.

ANALYTICAL TOOL USED: They are as follows:

Percentage Pie- chart Bar- chart Doughnut

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Limitation Of The Study

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 I was not very well known with the city of Allah bad. It was the hottest time of summer, due to this survival was difficult. Summer season is the peak time for soft drink industry that is why distributors and retailers had not enough time to talk with me. Some time outlet owners reacted abusely with me, when they came to know that I am from Coca cola, because they had some bad experience in doing business with Coca cola. Some retailers tried to disguise me by giving wrong information.

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Data Analysis

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Sample Profile:

Sample profile is mentioned as follows:

I have to I was given a questionnaire in the form of EDS (EVERY DEALER SURVEY) by the company. I was assigned to a geographical area, which is a part of territory of the distributor of the company. My work was limited to visit only those outlets, which come under the territory of my distributor.

Directly asked question to the retailers, which was mentioned, in my Ends reports.

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CONSUMPTION OF SOFTDRINKS IN THE FORM OF BOTTLES .

2% 30% 68%
PEPSI COKE OTHERS

INTERPRETATION:

68% of Coca colas flavors are being consumed. 30% of Coca-Colas flavors are being consumed. Rest 2% is being consumed by some local brands.

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PRESENCE OF DEALER BOARD ON OUTLETS

COKE 41%

PEPSI 59%

PEPSI

COKE

INTERPRETATION:

60% of Coca colas flavors are being consumed.

40% of Coca-Cola flavors are being consumed

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CAPACITY OF GLASS STRENGH OF BOTH THE COMPANIES

80.00% 60.00% 40.00% 20.00% 0.00% PCI CCX 33.75%
PCI CCX

66.25%

INTERPRETATION:
Coca cola contains 66.25% in total glass strength.

Coca-Cola contains remaining 33.25% of total.

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TOTAL MARKET SHARE OF ANY OF SOFT DRINK IN ALLHABAD

42% 58%

PEPSI

COKE

INTERPRETATION:

Coca cola has covered 58% of the total soft drink market of Allah bad.

Rest 42 % of the market is covered by coke.

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100 80 60 40 20 0 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

East West North

MARKET SHARE OFPEPSI'S WATER(AQUAFINA)IN ALLAHABAD

35% 31% 30% 26% 25% 20% 16% 15% 10% 5% 13% 8% 7%

BISLERI KINLEY AQUAFINA YES BAILEY

0%

OTHERS

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INTERPRETATION:
Aquarian acquires 26% of total water market. Kinley acquires 30.56% of total water market. Bisleri covers 13% of the total. Bailey covers 7% of the total market. Yes acquires 85 of the total area. Rest of the brands like, Mac-Dowell, King fisher and some local brands covers remaining.

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PRESENCE OF CHILLING EQUIPMENT ON DIFFERENT OUTLETS.

PEPSI

44%

27% 29%

COKE OWN

INTERPETATION:
Coca cola contains 27 % of share in providing chilling equipments. Coca-Cola stakes 29 5 of the total. Remaining 44 % are their own.

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PRESENCE OF OYC GIVEN ON SCHEME BY BOTH COMPANIES

24%
PEPSI

76%

COKE

INTERPRETATION:
Coca cola has provided 24%ofOYC (OWN YOUR CHILLING) to the outlet owners of total Coca-Cola has provided remaining 76%.

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ICECHEST IN USED PROVIDED BY BOTH OF COMPANIES

19%

14%

PCI CCX BOTH

67%

INTERPRETATION:
14% of the shops where only Coca cola ice chest is present. 67 % shops are available with the ice chest of Coke. Rest 19 % shops contain both of the ice chests.

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PRESENCE OF GLOWSIGN ON DIFFERENT OUTLETS

PEPSI 39% COKE 61%

PEPSI

COKE

INTERPRETATION:
Coca cola has provided 39 % of glow sign to the outlets in total. Remaining 61% has been provided by Coke.

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PRESENCE OF DEALER BOARD ON OUTLETS

COKE 41% PEPSI 59%

PEPSI

COKE

INTERPRETATIONS:
Coca cola has covered 59 % of outlets, where its dealer board is present. Remaining 41 % is covered by Coca-Cola.

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RATIO IN RESPECT OF AREAS COVERED BY PAINTING

COKE 36%
PEPSI

COKE
PEPSI 64%

INTERPRETATIONS:
Coca cola has painted 64 % of area of total covered area by both of the company. Rest 36 % of area is covered by Coke.

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RACTS IN USED BY THE SHOPKEEPERS

14%

31%

55%
PEPSI COKE BOTH

INTERPRETATIONS:
31 % of the outlets owner who are using only Coca colas racks. 55 % of the outlet owners using only Cokes rack 14 % of the outlet owners are using the racks of both companies.

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Conclusion

Page 74

The company has given me a responsibility to evaluate the market potential of Coca cola in respect of glass strength, signage and chilling equipment and to find out those geographical locations where company has a scope to sell their products. In this regard I have drawn some conclusions on which they need to put some extra efforts, so that they can overcome on Coke in respected areas: The distribution of chilling equipments to the outlets is not up to the mark, means shops which are consuming more has a low capacity equipments or having own chilling and shops which are consuming less having high capacity equipments. Exchanging of the chilling equipments should also be done from one who has been improving its selling capacity day by day and the one who remained stagnant for long times. Company has painted most of those areas where no soft drink is being sold, and not those areas where most of the population is gathered.

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 Company is not given emphasize on some interior areas, where Coke has captured the 90% of market and it has provided all the facilities to the outlet owners. Company has not provided any of the facilities in those interior areas, even the shopkeepers started abusing to the company employees when I visited there. Few Sub- Dealers of the company seemed not to take interest in improving their sales and to enhance their territory.

Lack of motivation was accessed in employs of the company as well as sales men who are working under distributors

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Suggestions

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o Company has a wider scope to cater to the rulers market, for that sales man who is working under distributors has a quality to persuade the retailers to purchase their products.

o Company should be given more and more scheme to the retailers as the Coke people is doing and the benefits of scheme should be reachable to each big and small retailers.

o Sales man who is as well as driver under the distributors play a pivotal role in enhancing the sales of the distributors, so if company targets them to improve their sell by giving them some additional benefits and make feel them a responsible person.

o The products should be regularly and timely available to every retailers whether his shop is situated in the hub of the market or in somewhere in outskirts.

o Some outlet owners want to keep the inventory at large when the summer is on its peak, but they are not able to due to not having that much of inventory, so the company has scope to increase their sell if they succeed to remove this problem of retailers.

o Scheme should be honestly distributed to each small and

big outlet owners.

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Appendix

Page 79

Pci Ccx

= Coca colaCo incorporation = stand for a competitor

PET = stands for polyethylene tereptorate (plastic bottle)

OYC

= Own your cooling

Page 80

Bibliography

Page 81

Website: The Coca-Cola Company URL: http://www.thecoca-colacompany.com/ourcompany/index.html Website: World of Coca-Cola at Pemberton Place URL: http://www.worldofcoca-cola.com/coca-colahistory.htm Website title: Atlanta Georgia Attractions - Attractions in Atlanta Georgia | World of Coca-Cola Page title: Coca-Cola History | World of Coca-Cola Website: How Stuff Works URL: http://money.howstuffworks.com/coca-cola1.htm Page title: How Coca-Cola works Author: Tracy V. Wilson >Botteling: Website: National Geographic URL: http://video.nationalgeographic.com/video/player/national-geographicchannel/specials-1/science-technology/ngc-the-coca-cola-can.html Video title: The Coca-Cola can Water Controversies: Website: India Resource Center URL:http://www.indiaresource.org/campaigns/coke/ Page title: Campaign to hold Coca-Cola accountable Website: PBS URL:http://www.pbs.org/now/transcript/transcript_shiva.html Author: Bill Moyers, interview with Vandana Shiva Page title: Transcript: Interview with Dr. Vandana Shiva Website: Mindfully.org URL: http://www.mindfully.org/Water/2005/India-Coca-ColaPepsi14mar05.htm Page Title: India: Soft drinks, hard cases Author: Vandana Shiva

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Contraverisies: Website: Businessweek - Business News, Stock Market & Financial Advice URL: http://www.businessweek.com/magazine/content/06_04/b3968074.htm Page title: "Killer Coke" Or Innocent Abroad? Website: The New York Times - Breaking News, World News & Multimedia URL:http://www.nytimes.com/2003/05/21/business/protests-in-indiadeplore-soda-makers-water-use.html?scp=6&sq=cocacola%20controversy&st=Search Page title: Protests in India Deplore Soda Makers' Water Use - New York Times Author: Sartha Rai Health affects: Website: Natural Health Articles - Latest and Current Health News and Information by Dr. Mercola URL: http://articles.mercola.com/sites/articles/archive/2005/06/14/caloriesamerica.aspx Page title: The Number One Source of Calories in America Author: Dr. Mercola Website: Natural Health Articles - Latest and Current Health News and Information by Dr. Mercola URL:http://articles.mercola.com/sites/articles/archive/2010/04/03/softdrinks-firms-claim-sugary-sodas-cut-in-schools.aspx Page title: Soft Drink Firms Claim Sugary Sodas Cut in Schools Author: Dr.Mercola Website: Natural Health Articles - Latest and Current Health News and Information by Dr. Mercola URL:http://articles.mercola.com/sites/articles/archive/2010/11/04/the-dirtytruth-behind-coca-cola.aspx Page title: The dirty truth behind Coca-Cola Author: Dr. Mercola Photo credits: o Ice cold coca cola ad page one: http://www.thecocacolacompany.com/dynamic/press_center/imagegallery.html?assetId=41499 &assetTag=heritage 1931 USA Ad o Friendliest drink on earth: http://www.thecocacolacompany.com/dynamic/press_center/imagegallery.html?assetId=41603 &assetTag=heritage
o

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o o o o o o o o o o o

o o o o o o

Jacobs Pharmacy: http://www.thecocacolacompany.com/dynamic/press_center/imagegallery.html?assetId=41603 &assetTag=heritage John Smith Pemberton: http://www.thecocacolacompany.com/presscenter/img/imagepeople/downloads/lg_pemberto n_john.jpg Frank Robinson: http://www.ccc-spain.com/historia%20de%20cocacola.htm Coca-Cola of spain Coca logo: coca-cola-art.com Candler: coca-cola-art.com Coca Cola cans: sparklette.net Drawn bottles corporateraiter.com World map photo: geology.com evoltion of bottles: fanpop.com king cola: shorpy.com Logo: http://www.squidoo.com/coca-cola-logo Contour bottle: coca-cola company image gallery Hilltop coca-cola ad: http://www.thecocacolacompany.com/dynamic/press_center/imagegallery.html?assetId=41577 &assetTag=heritage Polar bear: coca-cola company newspaper ad: adbranch.com dreesed up woman, old ads: coca-cola company Santa ads: all from coca-cola company in school: theslowcook.com http://www.google.com/imgres?um=1&hl=en&sa=X&biw=946&bih=662&t bm=isch&tbnid=V4u55kC12np1oM:&imgrefurl=http://www.nationsonline. org/oneworld/india_map.html&docid=qBpiMn3O2ihszM&imgurl=http:// www.nationsonline.org/bilder/map_of_india50.jpg&w=846&h=890&ei=ijI9T 8uYDpOQ0QHmpJHEBw&zoom=1&iact=hc&vpx=91&vpy=306&dur=5507& hovh=230&hovw=219&tx=107&ty=124&sig=111254413678984234476&page=1 &tbnh=126&tbnw=120&start=0&ndsp=17&ved=0CF4QrQMwBQ india water coke: the-travel-garden.blogspot.com

Page 84

Questionnaire

Page 85

General information
Name: ___________________________________________ Designation: _______________________________________ Organization: ______________________________________ Address: __________________________________________ Phone: ___________________________________________ E-mail: __________________ URL: ___________________

Business type: ______________________________________

Page 86

I have collected some more data from the questionnaire which is following

Survey Name of outlet: Route Date:

1. How many case of Coca-Cola soft drink purchased by outlet daily(A) 1-5 (b) 5-10

(c) 10-15

(d) more than 15

2. Which companys soft drink sell by outlet (a) Coca-Cola (b) Pepsi

(c) Both Coca-Cola & Coca-Cola

(d) other

3. Does outlet have Coca-Cola Products (a) Yes (b) No

4. Which company Product outlet have (a) Coca-Cola (c)Other (b)Both (Pepsi and coca cola)

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5. Does outlet owner know the criteria of Coca-Cola Product (a) Yes (b) No

6. Does P.S.R cheek Product in visit(a) Yes (b) No

7. Why did outlet owner not do Coca-Cola Products (a) Due to not having stock (b) Due to not having proper supply of product (c) Due to light (d) Due to other factor

8. Do you know the profit of Coca-Cola Products (a) Yes (b) No

9. Is outlet having proper stock (a) Yes (b) No

10. Is shopkeeper giving proper support in Coca-Cola Products (a) yes (b) no

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11. Any suggestion --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Page 89

Q. Any problems and suggestions give to us? . Q. How many TV set do you sell in a month? ................................. Q. What is your strategy in off sessions? ................................. Q. What is your strategy in on sessions? ................................. Q. What is the work culture of other competitors? ................................. Q. What is the weakness of our company? .................................

Page 90