ACKNOWLEDGEMENT

Success is nourished under the kind of combination of perfect guidance, care and
blessings.
I take the opportunity to express my deep gratitude to Hindustan Coca-Cola beverages
Pvt. Ltd. to taking me as a summer trainee & extending me their full support & cooperation towards the completion of this project.
I express my deep sense of gratitude to Mrs. Shivani Pareek(HR Manager, Jaipur) &
Mr. Vijay Sharma(project guide) of Coca-cola Who have given an opportunity to do
the summer project in their organization
I would like to extend my gratitude to Mr. Puran Sharma(Market Developer) and all
the people who directly or indirectly provided me with assistance and helped me to
obtain the to materialize the project.

I would like to extend my gratitude to Mr. Sandeep Vyas not only provided me with
her active support, guidance & direction but also energized my confidence through out
the project.
I would also like to thank the retailer of Jaipur who helped me, without them it would
have been difficult to get the true picture.

Deepanshu Jain

OVERVIEW ABOUT COCA-COLA

Every person who drinks a Coca-cola enjoys a moment of refreshment and shares an
experience that millions of others have savored. All of those individual experiences
combined have created a worldwide phenomenon a truly global brand. The CocaCola Company, nourishing the global community with the worlds largest selling soft
dirnk since 1886, returned to India in 1993 after a gap of 16 years giving a new
thumbs-up to the Indian Soft Drink Market. In the same year, the Company took over
ownership of the nations top soft-drink brands and bottling network. No wonder, our
brnds have assumed an iconic status in the minds of the consumers. Coca-cola serves
in India some of the most recalled brands across the world including names such as
Coca-cola, Diet Coke, Sprite, Fanta, Thums Up, Limca, Mazza and Kinley (packaged
drinking water).
The business system of the company in India directly employs approximately 6,000
people, and indirectly creates employment for many more in related industries through
our vast procurement, supply and distribution system.
The vast Indian operations comprise 25 company-owned bottling operation and 24
franchisee-owned bottling operations. That apart, a network of contract-packers also
manufactures a range of products for the Company. On the distribution front, 10-tonne
trucks, open-bay three-wheelers that can navigate the narrow alleyways of Indian
cities, ensure availability of our brands in every nook and corner of the country.
The company-owned Bottling arm of the Indian Operations, Hindustan Coca-Cola
Beverages Private Limited is responsible for the manufacture, sale and distribution of
beverages across the country.
A career at Hindustan Coca-Cola Beverages Pvt. Ltd. is truly a one of a kind
experience. Come taste life at Coca-cola

MISSION OF COCA-COLA
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

VISION OF COCA-COLA
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

Live Company 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, it's up to me

Passion: Committed in heart and mind

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

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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 inactions

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

HISTORY
John S. Pemberton

Born

July 8, 1831
Knoxville, Georgia, U.S.

Died

August 16, 1888 (aged 57)

Atlanta, Georgia, U.S.

Resting place Linwood Cemetery in Columbus, Georgia

Occupation

Chemist

Known for

Coca-Cola

Spouse(s)

Ann Eliza Clifford Lewis

Children

1
6

Parents

James Clifford Pemberton, Martha L. Gant

John Stith Pemberton (July 8, 1831 August

16,1888) was an bhangi pharmacist, and is best known
for being the inventor of

The Coca-Cola Company re-entered India through its wholly owned subsidiary, CocaCola India Private Limited and re-launched Coca-Cola 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 2.2 million retailers. Today, our brands are the leading brands in most beverage
segments. The Coca-Cola Company's brands in India include Coca-Cola, Fanta
Orang0e, Limca, Sprite, Thums Up, Burn, Kinley, Maaza, Minute Maid Pulpy
Orange, Minute Maid Nimbu Fresh and 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 CocaCola 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 licensed
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
consumersacrossIndia.
The Coca-Cola system in India has already invested USD 2 Billion till 2011, since its
re-entry into India. The company will be investing another USD 5 Billion till the year
2020. 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
7

people in related industries through its vast procurement, supply and distribution
system. We 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. CocaCola 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 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 Company's 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,

PRODUCT OF COCA - COLA

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.
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 CocaCola 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 licensed
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 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.

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Product Description
Coca-Cola

Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the
best-known brand in the world.
On May 8, 2011, Coca-Cola celebrated its 125thanniversary. Created in 1886 in
Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain
beverage at Jacob's Pharmacy by mixing Coca-Cola syrup with carbonated water.
Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was
being sold in every state and territory in the United States. In 1899, The Coca-Cola
Company began franchised bottling operations in the United States.
Coca-Cola might owe its origins to the United States, but its popularity has made it
truly universal. Today, you can find Coca-Cola in virtually every part of the world.

Sprite
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Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink. Sprite
is sold in more than 190 countries and ranks as the No. 3 soft drink worldwide, with a
strong appeal to young people. Millions of people enjoy Sprite because of its crisp,
clean taste that really quenches your thirst. But Sprite also has an honest,
straightforward attitude that sets it apart from other soft drinks. Sprite encourages you
to be true to who you are and to obey you.

Fanta

Introduced in 1940, Fanta is the second oldest brand of The Coca-Cola Company and
our second largest brand outside the US. Fanta Orange is the leading flavor but almost
every fruit grown is available as a Fanta flavor somewhere. Consumed more than 130
million times every day around the world, consumers love Fanta for its great, fruity
taste.

Diet Coke

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Diet Coke, also known as Coca-Cola light, is a sugar- and calorie-free soft drink with
a deliciously crisp taste that gives you a light boost in your busy day. It was first
introduced in the United States on August 9, 1982, as the first new brand since 1886 to
use the Coca-Cola Trademark. The brand created an entire new category and a new
way of life. Today, Diet Coke/Coca-Cola light is one of the largest and most
successful brands of The Coca-Cola Company, available in over 150 markets around
the world.

Minute Maid

Minute Maid has been making juice for over 60 years and has a heritage of nutrition,
innovation, and quality. We continue to use high quality fruits and fruit juices so that
consumers can enjoy our products with confidence. Our commitment to delivering
high-quality juices and juice drinks with great taste and good nutrition is something
you can count on. Thats the stuff that makes you feel good and thats what we do.

Limca
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Limca is a lemon and lime flavoured carbonated soft drink made primarily in India
and certain parts of the U.S.
Limca also publishes the Limca Book of Records, a record book similar to the
Guinness Book of Records, started originally by Mr Ramesh Chauhan. The Limca
Book of Records details feats, records and other unique statistics from an Indian
perspective.
One of Limca's original and very popular taglines was "Limca. It's veri veri Lime &
Lemoni." In India reigning top Hindi film actress and actors are generally chosen as
brand-ambassadors for the product.

Thums Up

Thums Up is a brand of cola in India. The logo is a red thumbs up. It was introduced
in 1977 to offset the expulsion of The Coca-Cola Company from India. The brand was
later bought by Coca-Cola who re-launched it in order to compete against Pepsi.

14

As of February 2012, Thums Up is the leader in the cola segment in India,

commanding approximately 42% market share and an overall 15% market share in the
Indian aerated waters market.
During the late 1970s, American cola giant Coca-Cola abandoned operations in India
rather than accept a forced sale of 60% of their equity to an Indian company.
Following this, the Parle brothers, Ramesh Chauhan and Prakash Chauhan, along with
then CEO Bhanu Vakil, launched Thums Up as their flagship drink, adding to their
portfolio of older brands Limca (lime flavour) and Gold Spot (orange flavour).
Thums Up enjoyed a near monopoly with a much stronger market share, often
overshadowing domestic rivals like Campa Cola, Double Seven, Dukes and United
Breweries Group's McDowell's Crush, although many small players sold well in their
own markets.

Kinley Water

Kinley water comes with the assurance of safety from The Coca-Cola Company. That
is why we introduced Kinley with reverse osmosis along with the latest technology
to ensure purity of our product. Because we believe that right to pure, safe drinking
water is fundamental.

Kinley Soda

15

Launched in 2002 Kinley soda today is no.1 national Soda brand. Kinley is a brand of
still or carbonated water owned by The Coca-Cola Company and sold in many large
European and Asian countries. Its carbonated forms are used for mixers, and also
available in a variety of fruit flavors. Kinley Lemon was one of eight international
soda flavors featured and available for tasting at Club Cool in Epcot, but was retired
in October of 2013.

Maaza

Maaza is a Coca-Cola fruit drink brand marketed in Middle East, Africa, Eastern
Europe and Asia, the most popular drink being the mango variety, so much that over
the years, the Maaza brand has become synonymous with Mango. Initially Coca-Cola
had also launched Maaza in orange and pineapple variants, but these variants were
subsequently dropped. Coca-Cola has recently re-launched these variants again in the
Indian market.
Mango drinks currently account for 90% of the fruit juice market in India. Maaza
currently dominates the fruit drink category and competes with Pepsi's Slice brand of
mango drink and Frooti, manufactured by Parle Agro.

16

While Frooti was sold in small cartons, Maaza and Slice were initially sold in
returnable bottles. However, all brands are also now available in small cartons and
large PET bottles. Of late, the Indian market is witnessing the entry of a large number
of small manufacturers producing only mango fruit drink.
Maaza has a distinct pulpy taste as compared to Frooti and tastes slightly sweeter than
Slice. Maaza claims to contain mango pulp of the Alphonso variety, which is known
as the "King of Mangoes" in India.

OBJECT OF PRODUCT WORK

Consumption of soft drink has increased tremendously in India. Every age grout like
it, now a days it has become a household and necessary item.
In the field of marketing many kind of surveys are conducted by coca-cola team.
This is an important feedback for any kind of organization.
By the specific survey, which was conducted by Coca-Cola, organization want to
know the right picture of the market of Jaipur. This study provides extensive
information about the position of companys brand in Jaipur city.
In brief, the important aim & objective are:(a) Information about scheme and discount for Pepsi outlets,
(b) Average consumption of soft drinks in different seasons.
(c)Analyzing the effect of scheme & discounts.
(d) Evaluating the competitors strength & weakness.
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(e) Consumer & Customer attitude and expectation from company.

RESEARCH METHODOLOGY
ROUTE VISIT
We visited the routes with corresponding route agent everyday on different route
under different market developer. I observed the display norms/outlets to all route.
Every morning I went to one corresponding route & observed all the techniques of
selling of Coca-Cola products by sales person and also tried to know mentality of
consumer and retailers.
I visited the wall city in Jaipur. At various Pepsi outlets, I asked some questions to
shopkeepers. I asked the following questions:1. Name of the owner
2. Coke available or not
3. Scheme of Pepsi brands

18

Fact & Finding

1
2
3
4
5
6
7

Price Factor.
Competition with local drink like - fruit juice, lassi, nimbu pani.
Insufficient Scheme for retailers and salesman.
Negative marketing.
Empty bottles problem.
Continuous supply is not available.
Lack of salesman dedication towards reaching the core area of the market.

19

CONCLUSION
The survey was conducted in various areas of Jaipur.
The market share of coke is higher than the other product but in the coke
products, thums-up is largest selling product.
Some retailers are facing a problem from distributors.
Sale is based on the display so soft-drinks market introduced racks. It is the part
of advertising and other part of the advertising is glow signboard.
Chilling equipment is main part of sales promotion because the retailers are
attracts to sales the products.
I found that the display was not proper in the racks & chilling equipment during
my survey.
Some Pepsi outlets are facing problem from salesmen regarding scheme &
discounts.
I found that some Pepsi outlets are interested in Coca-Cola products.
Stocks are not available on time, its problem of both Coca-Cola & Pepsi outlets.

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RECOMMENDATIONS and SUGGESTIONS

Company should attain small outlets, so it can increase its sales.
Company has visicooler on mostly outlets. So according to my view company
should diverse its business in other sector.
According to my view company should enter in ICE-CREAM, BUTTER, and
CHOCOLATES.
Company should set price in round figures.
Company should give more discount & scheme as possible.
Company needs to check the efficiency of the supply chain management.
Company should launch new flavors of cold- drink.
Company should search new area for increasing the sales.
Company should give new dealership on small scale.
Company selects only those people who have better ability of sell products.
Company should try to maintain manpower.

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LIMITATIONS OF STUDY
Considering the fact that nothing is perfect in this world. Every individual is
bound to make mistake at some point or the other.
The information is only collected from retailer.
The result has not been tested.
Information collection took 45 days.
The respondent may be based or influenced by some other factors.
The minor concept and technique at the marketing management are used
significant in the project concern.
Sometime respondent were not in reply with fill confidence and sometime they
reply without thinking over the matter.

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BIBLIOGRAPHY

Websites
www.cococala.com
www.coke.com
www.cococolaindia.com
Magazines

India Today
Business India
Economic Times
Route Survey

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