A PROJECT REPORT

ON
“MARKET STUDY OF MANGO JUICE”
IN
“HINDUSTHAN COCA COLA BEVERAGES PVT. LTD”

PROJECT REPORT SUBMITTED

TO THE OSMANIA UNIVERSITY
IN PARTIAL FULFILLMENT FOR THE AWARD OF
THE DEGREE OF
“MASTERS OF BUSINESS ADMINISTRATION”

BY:
G.MADHUSUDHAN REDDY
H.T.No:2451-09-672-011

MVSR ENGINEERING COLLEGE

(Affiliated to Osmania University)
Nadargul, Rangareddy.
2009-2011

1
 DECLARATION

I Mr. G.Madhusudhan Reddy student of Master of

Business Management, MVSR Eng College, Nadargul,
Rangareddy, here by that the project report entitled
“MARKET STUDY OF MANGO JUICE” Has been carried out at
“Hindusthan Coca Cola Beverages Pvt. Ltd” submitted in
partial fulfillment for the “Master’s Degree in Business
Administration” in the result of my own work and is original.

I have not submitted this project to any other university

or college for the award of any other degree or Diploma.

G.Madhusudhan Reddy

2
 ACKNOWLEDGEMENTS

I express my sense of profound gratitude to the

Management of “Hindustan Coca cola Beverages Pvt.
Ltd”, Ameenpur. For giving me this opportunity to conduct a
study on Training and Development in their esteemed
organization.

My sincere thanks to Mr. J.S Rama Rao (Human

resource Manager), Hindustan coca cola bevarege Pvt. Ltd,
Ameenpur. For permitting me to pursue this project.

I would like to express my gratitude to Mr.

Vijaybhaskar prabala (Sales Manager), Hindustan Coca
cola Beverages Pvt. Ltd, Ameenpur. For providing his
valuable time, suggestions and support for completing my
project work successfully.

I am extremely grateful to Dr. K.V.S Mahesh Babu,

Hindustan Coca cola Beverages Pvt. Ltd, Ameenpur. For his
support during the preparation of the project report. His
patience and invaluable guidance have proved to be very
precious without which project would not be completed.

I am thankful to our Principal Mr. P V Rao. and also

convey my thanks to our faculty members for their support.

Lastly, I am indebted to the friends and will-wishers who

have extended their support to me during the project.

L. Jaya Prakash

3
 INDEX
PAGE NO:
CHAPTER-1

 INTRODUCTION 6-7

 INDUSTRY PROFILE IN INDIA 9-10

CHAPTER-2

 NEED FOR THE STUDY 12-13

 SCOPE FOR THE STUDY 15-17

 OBJECTIVE OF THE STUDY 19

 RESEARCH METHODOLOGY 21-24

 LIMITATION OF THE STUDY 26

CHAPTER-3

 COMPANY PROFILE 28-60

CHAPTER-4

 DATA ANALYSIS AND INTERPRETATION 63-

73

CHAPTER-5

 SUGGESTION 75

 CONCLUSION 77

 FINDINGS 79

 QUESTIONNAIRE 81-83

4
 BIBLOGRAPHY 85

INTRODUCTION

5
 INTRODUCTION

Marketing in simple terms can be said to be “A human activity

directed at satisfied needs and wants through an exchange
process.” Marketing as a functional area of management is becoming
extremely important as compared to other fields. All decisions in
modern business organization revolve around information related with
marketing decision making situations, which are characterized by
Distribution Strategy, Channel members and Product decisions. The
Product Decisions, customers assess a product’s value by looking at
many factors including those that surround the product.

In a constantly changing business and market scenario,

maintaining the channel members becomes more challenging in such
a situation only innovative technology, good product and committed
people, accompany can take the lead over its competitors.

Coca-cola ltd has differentiated itself from its competitors and

providing the total “value for money” to its customers. Coca-cola ltd
has integrated all the features to offer a value for its products.

Value for the product and services refers to the quality of product
and services offered to the customers. Several surrounding features
can be directly influenced by channel members, such as customer
service, delivery, and availability. Consequently, a channel partner
involves a value analysis in the same way customers make purchase
decisions. This area becomes the most important from the company as
well as customer point of view. This helps the company to know better
their customers and provide them with what they are expecting.

6
Market:

The set of all actual and potential buyers of a product or service.

Marketing:

A social and managerial process whereby individuals and groups obtain

what they need and want through creating and exchanging products
and value with others.

Marketing Management:

The art and science of choosing target markets and building profitable
relationships with them.

Customer Satisfaction:

The extent to which a product’s performance matches a buyer’s

expectations.

Marketing Mix:

The set of controllable tactical marketing tools – product, price, place,

and promotion – that the firm blends to produce the response it wants
in the target market.

Developing the marketing Mix:

Once the company have decided on its overall competitive marketing
strategy, it is ready to begin planning the details of the marketing mix,
one of the major concepts in modern marketing. The marketing mix is
the set of controllable, tactical marketing tools that the firm blends to
produce the response it wants in the target market.

7
INDUSTRY PROFILE

8
 INDUSTRY PROFILE IN INDIA

OUR COUNTRY WITH APOPULATION OF 100 crores as on 2001. Is

potentially one of the largest consumer market in the world the soft
drinks market is the one among the various markets in India .Soft
drinks is product, which the consumer purchases to quench his thirst,
the secondary factor such as taste, hygienic conditions of storage and
social status influenced the consumers purchasing decision.

Soft Drink scenario in India:

The soft drinks market till early 1990`s was in hands of domestic
players like Campa Thums up limca etc .but with opening up of
economy and the entry of MNC players Pepsi and coca -cola, the
market as come totally under their control while world wide coca cola
is the leader in carbonated drinks market, in India it is Pepsi which
scored over coca cola .Coca cola, which had winded up its Indian
operations during the introduction of FERA regime, reentered in India
16 years later in 1993. Coca cola acquired a major chunk of the soft
drink market by buying out local brands Thumps Up. Limca and Gold
Spot from Parle Beverages. Pepsi, although started a couple of years
before Coca cola in 1991, has a lower market share today. It has
bought over Mumbai based Dukes range of soft drinks brands .Pepsi
has been targeting it’s products towards youth and it has stuck right
chord with the sales have been doing well by sticking to the is youth
brand wagon

Soft drinks are available in glass bottles, aluminum cans and pet
bottles for home consumption. Fountains also dispense them in
disposable containers. While 80% of the consumption is impulse based

9
outside home 20% comes from consumption at home. This trend is
slowly changing with increase in occasion led sales. The market is
slowly moving from Non-Alcoholic Carbonated drinks to fruit based
drinks and also to plain bottles water due to lower cost and ready
availability. Per Capital consumption in India is among lowest in the
world at 7 bottles per annum compared to 15 bottles in Pakistan, 89 in
china and 1500 bottles in USA.

Market has highest per capita consumption in the country with 50

bottles per annum compared to 5 bottles for the country. While 75% of
the PET bottle consumption is in urban areas and the 200 ml bottles
sales are higher in rural areas. According to the NCAER survey, lower
lower middle and upper middle class people do 90% of the total
consumption of soft drinks in the country.

Soft drinks market size of FY05 was around 320 million cases
(7680million bottles). The market, which was witnessing 5% to 6%
growth in the early 1990`s and even slower growth at around 2-3% in
late80`s. presently the market growth rate is around 7-8% per annum.

The market preference is highly regional based. While the cola drinks
have main markets in metro cities and Northern states of UP, Punjab,
Haryana, etc. orange flavored drinks are popular in southern states.
Sodas are also sold largely in southern sates, besides sales through
bars. Western markets have preference towards mango-flavored
drinks; diet coca cola constituted just 0.7% of the total carbonated
beverage market.

Another particular feature of the market is that of positioning and

targeting of various brands. While cola based brand of coca cola is
targeted at teenagers and is positioned as refreshment for mind and
body .its Thums Up brand is targeted at people in age group of 20-

10
29yrars, positioned as thing for adventure-loving successful and macho
person

NEED FOR THE STUDY

11
 NEED FOR STUDY
As retailer, each of has a vast number of perceptions toward
products, toward services, toward company or industry, etc. It is
difficult to imagine in any research project that does not include
the measurement of some aspects of retailer’s s perceptions. The
size of the market is vast and constantly expanding, thus
resulting in a vast number of competitors entering the market.
Billions of dollars were being spent on goods and services by tens
of millions of people. The growth of the retailer’s movements
created urgent need to understand how competitors form
strategies and capture the market share and take strategic
decisions. For example, in order to discover how retailers
respond to the promotional offer, advertisement and distribution
or service. (E.g. promotional appeals, package labels, warranties,
discounts, etc.).

The study of retailer’s perception and market share would

provide the company with necessary insights to develop the
product, its pricing strategy, and to design persuasive
promotional strategy, distribution system and develop defensive
strategies and elimination strategies to remove the competitor’s
product from the market or some promotional strategies to
increase the market share of particular products and brands. It
would also support the organization to analyze its drawbacks in

12
its various strategies and to take corrective action to remain as
market leaders.

The study will also reveal the different aspects of retailer’s

perception regarding price, quality, range, availability, and
advertisements of the products. The need for the study is very
essential as the competition in the soft drink and water segment
is ever increasing. Competitors are mainly struggling to
shutdown the market by capturing its market share. The
competitors are coming up with sales promotion and incentives to
compete with this Maaza.

13
SCOPE FOR THE STUDY

14
 SCOPE FOR STUDY

The scope of the study is limited. The study is a very minor

contribution to the company as it is only restricted to the twin
cities (Borabanda and Kodapur). The study would only be a drop
in the ocean, Can help the distribution in this area.

The study can be conducted on a national basic too with a large

sample size and interviewing many numbers of respondents.

OPERATIONAL DEFINITIONS:

Retailer:
Retailer is a person or business who sells products to the public.

Brand:
Brand refers to the identification of the product given by the
manufacturer.

Brand Loyalty:
Brand loyalty refers to the continuous and repeated purchase of a
particular brand without any wavering purchase pattern.

Respondent:

15
Respondent is a person who is being interviewed for the purpose
of conducting the study.

Market share:
The amount that a company sells of its products or services
compared with other companies selling the same things
Promotional Activities:
Promotional activities include advertising, personal selling, sales
promotion, and publicity, which have their own characteristics
and cost but have common objectives of achieving high sales by
creating awareness.

Incentives:
Offer of an article at frees of cost or less price of the market can
be termed as incentives.

Interviewee:
A person who is answerable to the interviewer of the proposed
questions.

Interviewer:
A person who carries on investigation for the purpose of
achieving the objectives of the project.

Sample:
The selection of set of people from the total population for the
purchase of carrying on the investigation.

Survey:

16
It refers to the questionnaire administered to the subject who is
identified from the population with the help of probability or non-
probability sampling.

Questionnaire:
It refers to the set of questions that are framed to be answered
by the respondents for the purpose of achieving the research
objectives. In questionnaires there are two types structured and
unstructured. There are four types of questions in a questionnaire
on open ended questions, closed ended questions, disguised and
interrogative questions.

Brand awareness:
Knowing brand; knowing that particular brand exists and is
important; being interested in particular brand: brand awareness
refers to the consumer awareness of the particular brand.

Brand Name:
The name given to a product by the company that produces it.
brand name is nothing but the name and value of the brand.

17
OBJECTIVE OF THE STUDY

18
OBJECTIVE OF THE STUDY
 To know the retailers perception on maaza tetra pack.

 To know the brand image among fruit drinks.

 To know the retailers satisfaction levels towards maaza.

 To study the customer preferences and choice in various juice

brands

 To identify the problems of distribution

 To analyze the sales of competitors products in various outlets

 To know the most preferred size and quantity in juice brands by

retail outlets

19
METHODOLOGY

20
 RESEARCH METHODOLOGY

Research Design:

Once the problem is identified, the next step is the research design.
Research design is the basic framework of rest of the study. A
research design specifies the methods and procedures for conducting
particular study.

In this project we are following descriptive research design.

Source of Data:
There are two types of data:
1. Primary data
2. Secondary data

Primary Data:
The primary data is fresh information collected for a specified study.
The primary data can be gathered by observational, experimentation
and survey method. Here the entire scheme of plan starts with the
definition of various terms used, units to be employed, type of enquiry
to be conducted, extent of accuracy aimed etc.,

The methods commonly used for the collection of primary data

are:

21
 1. Direct personal investigation, where the data is collected by
the investigator from the sources concerned.
2. Indirect oral interviews, where the interview is conducted
directly or indirectly concerned with subject matter of the
enquiry.
3. Information received through local agencies, which are
appointed by the investigator.
4. Mailed questionnaire method, here the method consists in
preparing a questionnaire (a list of questions relating to the
field of enquiry and providing space for the answers to be
filled by the respondents.), which is mailed to the respondents
with a request for quick response with in the specified time.

In this project mailed questionnaire method is used to collect

the primary data.

Secondary Data:
The secondary data refers to data, which already exists.
The secondary data collect from internal records, business magazines,
company websites and Newspapers.

Research instruments:
For the collection of primary data a structured questionnaire was
prepared covering various aspects of the study.

The questionnaire contains closed-ended and dichotomous questions.

Sampling Procedure:
It is a procedure required from defining a population to the actual
selection of the sample.

Introduction:

22
The precision and accuracy of the survey results are affected by the
manner in which the sample has been chosen.

Sample:
A part of a population, which is provided by some process on other,
usually by deliberated selection with the object of investigating the
properties of the parent population set.
Non probability sampling method is in deterministic method where the
sample size in numerous and can’t be determined. So for our
convenience we take convenience-sampling method where all the
population in sample is given equal opportunity.

Sampling Method: - Convenience sampling method.

Statistical Tools Used:

Weighted Arithmetic Mean.

Weighted Arithmetic Mean is based on the assumption that all the
items in the distribution are of equal importance. Here the weights are
attached to each item being proportional to the importance of the item
in the distribution.

Let W1, W2, W3, Wn be the weights attached to variable values

X1,X2,X3…, Xn respectively then weighted arithmetic means X is
given by ∑WX/∑W where W1, W2… Wn are the respective weights of
X1, X2, Xn.

1. Population: Retailers in Borabanda and kondapur.

2. Source of data: The two important sources of data are the
primary data and secondary data. The primary data is

23
 collected through survey method with the help of
questionnaire and personal interview.
The secondary data is been collected from consumer
attitude books.
3. The information is collected through survey done in
Borabanda and kondapur
4. Sample unit: The sample unit consists of retailers in
Borabanda and kondapur
5. Sample size: The sample size is 120
respondents.
6. The sample taken for the study caters to upper class and
middle class of the society.
7. Sample method: the sample method used is non-
probability. In non-probability sampling the chance of any
particulars unit in the population being selected unknown.
a. Procedure: the procedure used for sampling is
convenient sampling in this method the sample unit is
chosen primarily on the basics of the convenience to
the investigator.
8. The survey consists of structured
questionnaire.
9. The questionnaire consists of both open
and closed-ended questions

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LIMITATIONS OF THE STUDY

25
 LIMITATIONS

• The study was confined to limited consumers only

• The duration of the study was restricted for 8 weeks

only, which is not sufficient to study the entire

consumers in the market.

• The analysis can not be straight away used in decision

making, as simple is very small when compared to the

total consumers in the market.

• The present study deals with coca-cola-brand.

26
COMPANY PROFILE

27
COCA-COLA PROFILE

The company actually produces concentrate for Marco, which is

then sold to various 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 single largest
Coca-Cola bottler in North America and 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 famous of these is
Diet Coke, which has become a major diet cola but others exist,
including Caffeine free Coke, Cherry Coke, Coke Zero, Vanilla
Coke and limited editions with lemon and with lime, and even
with coffee. The Coca-Cola Company owns and markets other soft
drinks that do not carry the Coca-Cola branding, such as Sprite,
Fanta, and others.

28
 The Las Vegas World of Coca-Cola museum in 2000
The first recipe Coca-Cola was invented in Atlanta, Georgia, by
John S. Pemberton, originally as a coca wine called Pemberton's
French Wine Coca in 1885. [1][2] He may have been inspired by
the formidable success of European Angelo Mariani's coca wine,
Vin Mariani.

In 2007, when Ging Mo Tuen and Fulton County passed

Prohibition legislation, Pemberton responded by developing Coca-
Cola, essentially a carbonated, non-alcoholic version of French
Wine Cola.[3] The beverage was named Coca-Cola because,
originally, the stimulant mixed in the beverage was coca leaves
from South America. In addition, the drink was flavored using kola
(Cola) nuts, the beverage's source of caffeine. [4] 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 after 1903 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. [5][6] However, as cocaine is one of numerous
alkaloids present in the coca leaf, it was nevertheless present in
the drink. Today, the flavoring is still done with kola nuts and the
"spent" coca leaf. In the United States, there is only one plant (in
New Jersey) authorized by the Federal Government to grow the
coca plant for Coca-Cola syrup manufacture. [7]

29
Coca-Cola 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 thanks to a belief that carbonated water was good for
the health.[8] Pemberton claimed Coca-Cola cured a myriad of
diseases, including morphine addiction, dyspepsia, neurasthenia,
headache, and impotence. The first sales were made at Jacob's
Pharmacy in Atlanta, Georgia, on May 8, 1886, and for the first
eight months only nine drinks were sold each day. Pemberton ran
the first advertisement for the beverage on May 29 of the same
year in the Atlanta Journal.

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.
Murphy, 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

30
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 —
the efficiency of this 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,
and cans of Coke first appeared in 1955. [14] 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.

31
 New Coke stirred up a controversy
when it replaced the original Coca-Cola
in 1985. Coca-Cola Classic was
reinstated within a few months of New
Coke's introduction into the market.

In 1985, Coca-Cola, amid much

publicity, attempted to change the
formula of the drink. Some authorities
believe that New Coke, as the reformulated drink was called, was
invented specifically to respond to its commercial competitor,
Pepsi. Double-blind taste tests indicated that most consumers
preferred the taste of Pepsi (which had more lemon oil, less
orange oil, and used vanillin rather than vanilla) to Coke. In taste
tests, drinkers were more likely to respond positively to sweeter
drinks, and Pepsi had the advantage over Coke because it was
much sweeter. Coca-Cola tinkered with the formula and created
"New Coke". Follow-up taste tests revealed that most consumers
preferred the taste of New Coke to both Coke and Pepsi. The
reformulation was led by the then-CEO of the company, Roberto
Goizueta, and the president Don Keough.

It is unclear what part long-time company president Robert W.

Woodruff played in the reformulation. Goizueta claimed that
Woodruff endorsed it a few months before his death in 1985;
others have pointed out that, as the two men were alone when
the matter was discussed, Goizueta might have misinterpreted
the wishes of the dying Woodruff, who could speak only in

32
monosyllables. It has also been alleged that Woodruff might not
have been able to understand what Goizueta was telling him.
[Citation needed]

The commercial failure of New Coke therefore came as a grievous

blow to the management of the Coca-Cola Company. It is possible
that customers would not have noticed the change if it had been
made secretly or gradually and thus brand loyalty could have
been maintained. Coca-Cola management was unprepared,
however, for the nostalgic sentiments the drink aroused in the
American public; some compared changing the Coke formula to
rewriting the American Constitution.

The Coca-Cola Company is the world's largest consumer of

natural vanilla extract. When New Coke was introduced in 1985,
this had a severe impact on the economy of Madagascar, a prime
vanilla exporter, since New Coke used vanillin, a less-expensive
synthetic substitute. Purchases of vanilla more than halved
during this period. But the flop of New Coke brought a recovery.

Meanwhile, the market share for New Coke had dwindled to only
3% by 1986. The company renamed the product "Coke II" in 1992
(not to be confused with "Coke C2", a reduced-sugar cola
launched by Coca-Cola in 2004). However, sales falloff caused a
severe cutback in distribution. By 1998, it was sold in only a few
places in the Midwestern U.S.

33
Main article: Coca-Cola formula:
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 fill it into cans and bottles, which the bottlers then sell and
distribute to retail stores, vending machines, restaurants and
food service distributors.[20]

The Coca-Cola Company owns minority shares in some of its

largest franchisees, 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.

34
Bottle and logo design

The first version of the famous bottle went into production in

1916.
The famous Coca-Cola logotype 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.

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 a Swedish former glassblower,
Alexander Samuelson, who had emigrated to the U.S. in the
1880s and was employed as a manager at The Root Glass
Company in Terre Haute, Indiana, one of Coca-Cola's bottle
suppliers. According to the Coca-Cola Company, Samuelson took
time to ponder a possible new design for the bottle after

35
production at his plant was shut down due to a heat wave.
Inspired, he considered the possibility of basing a new design on
the kola nut or coca leaf, two of the drink's flagship ingredients.
He sent an employee to research the shape of the two objects in
question, but a misunderstanding led to the man returning with
sketches of the cacao pod—a crucial ingredient in chocolate, but
not Coca-Cola. According to the company, it was this mistaken
design that was accepted and put into production.

Although endorsed by the company, 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

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

36
2005, when Coca-Cola and Diet Coke began to outpace its sales.
In India, Coca-Cola ranks third behind the leader, Pepsi-Cola, and
local drink Thumps Up. However, The Coca-Cola Company
purchased Thumps Up in 1993. Tropical, a domestic drink is
served in Cuba instead of Coca-Cola, in which there exists a
United States embargo. Mecca 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 or can be
bought. In Slovenia, the locally-produced Cocktail 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. Finally, in Madagascar, Classiko Cola made by Tiko
Group the largest manufactured company in the country is a
serious competitor to Coca-Cola in many regions.

Advertising:
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.

37
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. In addition, it has not been disclosed
in exact terms how safe Coke is for consumption by young
children (or pregnant mothers).

Coke's advertising has been rather pervasive, as one of

Woodruff's stated goals was to ensure that everyone on Earth
drank Coca-Cola as their preferred beverage. Advertising for Coke
is now almost ubiquitous, especially in southern areas of North
America, 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

38
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).

39
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 organized 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". In addition, Coca-Cola sponsors the
annual Coca-Cola 600 for the NASCAR Nextel Cup auto racing
series at Lowe's Motor Speedway in Charlotte, North Carolina.
Coca-Cola has a long history of sports marketing relationships,
which over the years have included Major League Baseball, the
National Football League,
Criticisms

Main article: Criticism of Coca-Cola:

The Coca-Cola Company has been criticized for the alleged
adverse health effects of its flagship product. However, a
common criticism of Coke based on its allegedly toxic acidity
levels has been found to be baseless by most researchers;
lawsuits based on these criticisms have been dismissed by
several American courts for this reason.

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

40
regular soft drink users have a lower intake of calcium (which can
contribute to osteoporosis), magnesium, ascorbic acid, riboflavin,
and vitamin A. The drink has also aroused criticism for its use of
caffeine, an addictive substance which does not affect the
products' taste.

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. Like
most other colas, Coca-Cola contains phosphoric acid. One study
has shown that this hastens bone loss, contributing to illnesses
such as osteoporosis.

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 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

41
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. 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.

In 2006, the United States Food and Drug Administration

responded to reports that the carcinogen benzene was present in
unhealthy levels in certain soft drinks by conducting a survey of
more than 100 soft drinks and other beverages. Based on this
limited survey, the FDA stated that it "believes that the results

42
indicate that benzene levels are not a safety concern for
consumers."

History

One of the Coca-Cola

Company's headquarters buildings in Atlanta, GA.
Pharmacist John Stith Pemberton invented a coca wine called
Pemberton's French Wine Coca in 1884. He was inspired by the
formidable success of French Angelo Mariani's coca wine, Vin
Mariani. The following year, when Atlanta and Fulton County
passed Prohibition legislation, Pemberton began to develop a
non-alcoholic version of the French Wine Coca. He named it Coca-
Cola, because it included the stimulant coca leaves from South
America and was flavored using kola nuts, a source of caffeine.
Pemberton ran the first advertisement for the beverage on May

43
29 that year in the Atlanta Journal. In 1887, while suffering from
an ongoing addiction to morphine, Pemberton sold a stake in his
company to Asa Griggs Candler, who incorporated it as the Coca
Cola Corporation in 1888. In the same year, Pemberton sold the
rights a second time to three more businessmen: J.C. Mayfield,
A.O. Murphy, and E.H. Blood worth. Meanwhile, Pemberton's
alcoholic son Charley Pemberton began selling his own version of
the product. Three versions of Coca-Cola — sold by three
separate businesses — were on the market. In 1899 Candler sold
the exclusive rights, for $1 (USD) to bottle Coca-Cola in most of
the United States to two entrepreneurs from Chattarnooga, TN,
Benjamin Thomas and Joseph B. Whitehead who subsequently
founded the Coca-Cola Bottling Company In 1919 Candler sold his
company to Atlanta banker Ernest Woodruff.

According to the 2005 Annual Report, the company sells

beverage products in more than 200 countries. The report further
states that of the more than 50 billion beverage servings of all
types consumed worldwide every day, beverages bearing the
trademarks owned by or licensed to Coca-Cola account for
approximately 1.3 billion. Of these, beverages bearing the
trademark "Coca-Cola" or "Coke" accounted for approximately
55% of the Company's total gallon sales.

Also according to the 2005 Annual Report, Coca-Cola had gallon

sales distributed as follows:
27% in the United States
27% in Mexico, Brazil, Japan and China
46% in spread throughout the world Bottlers

44
In general, The Coca-Cola Company (TCCC) and/or subsidiaries
only produces (or produce) syrup concentrate which is then sold
to various bottlers throughout the world who hold a Coca-Cola
franchise. Coca-Cola 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 the resulting Coca-Cola product to retail stores,
vending machines, restaurants and food service distributors.

One notable exception to this general relationship between TCCC

and bottlers is fountain syrups in the United States, where TCCC
bypasses bottlers and is responsible for the manufacture and sale
of fountain syrups directly to authorized fountain wholesalers and
some fountain retailers.

In 2005, Coca-Cola had equity positions in 51 unconsolidated

bottling, canning and distribution operations which produced
approximately 58% of volume. Significant investees include:

36% of Coca-Cola Enterprises which produces (by population) for

78% of USA, 98% of Canada and 100% of Great Britain (but not
Northern Ireland), continental France and the Netherlands,
Luxembourg, Belgium and Monaco.

40% of Coca-Cola FEMSA, S.A. de C.V. which produces (by

population) for 48% of Mexico, 16% of Brazil, 98% of Colombia,
47% of Guatemala, 100% of Costa Rica, Nicaragua, Panama and
Venezuela, and 30% of Argentina.

45
24% of Coca-Cola Hellenic Bottling Company S.A. which produces
(by population) for 67% of Italy and 100% of Armenia, Austria,
Belarus, Bosnia-Herzegovina, Bulgaria, Croatia, the Czech
Republic, Estonia, Greece, Hungary, Latvia, Lithuania, Macedonia,
Moldova, Nigeria, Northern Ireland, Poland, Rep. of Ireland,
Romania, Russia, Serbia and Montenegro, Slovakia, Slovenia,
Switzerland and Ukraine.

34% of Coca-Cola Amatil which produces (by population) for 98%

of Indonesia and 100% of Australia, Indonesia, New Zealand,
South Korea, Fiji and Papua New Guinea.

27% of Coca-Cola Bottling Co. which is the second largest Coca-

Cola bottler in the United States. The company was incorporated
in 1980, and "its predecessors have been in the soft drink
manufacturing and distribution business since 1902.
Products and brands

46
Diet Coke was introduced in 1982 to offer an alternative to
dieters worried about the high number of calories present in
Classic Coke.
Main article: Coca-Cola brands
The Coca-Cola Company offers nearly 400 brands in over 200
countries, besides its namesake Coca-Cola beverage. This
includes other varieties of Coca-Cola such as Diet Coke
(introduced in 1982), which uses aspartame, a synthetic
phenylalanine-based sweetener, to eliminate the sugar content of
the drink; Caffeine-free Coke; Cherry Coke (1985); Diet Cherry
Coke (1986); Coke with Lemon (2001); Diet Coke with Lemon
(2001); Vanilla Coke (2002); Diet Vanilla Coke (2002); Coca-Cola
C2 (2004); Coke with Lime (2004); Diet Coke with Lime (2004);
Diet Coke with Splenda (2005), Coca-Cola Zero (2005), Coca-Cola
Black Cherry Vanilla (2006), Diet Coca-Cola Black Cherry Vanilla
(2006), and Coca-Cola BlāK.

Information on brands of coca-cola:

Coca-cola
The world's favorite drink. The world's most valuable brand. The
most recognizable word across the world after OK. Coca-Cola has
a truly remarkable heritage. From a humble beginning in 1886, it
is now the flagship brand of the largest manufacturer, marketer
and distributor of non-alcoholic beverages in the world

47
In India, Coca-Cola was the leading soft-drink till 1977 when govt.
policies necessitated its departure. Coca-Cola made its return to
the country in 1993 and made significant investments to ensure
that the beverage is available to more and more people, even in
the remote and inaccessible parts of the nation.

Coca-Cola returned to India in 1993 and over the past ten years
has captured the imagination of the nation, building strong
associations with cricket, the thriving cinema industry, music etc.
Coca-Cola has been very strongly associated with cricket,
sponsoring the World Cup in 1996 and various other
tournaments, including the Coca-Cola Cup in Sharjah in the late
nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and
Life ho to Aisi were very popular and had entered the youth's
vocabulary. In 2002, Coca-Cola launched the campaign "Thanda
Matlab Coca-Cola" which sky-rocketed the brand to make it
India's favorite soft-drink brand. In 2003, Coke was available for
just Rs. 5 across the country and this pricing initiative together
with improved distribution ensured that all brands in the portfolio
grew leaps and bounds.

Coca-Cola had signed on various celebrities including movie stars

such as Karishma Kapoor, cricketers such as Srinath, Sourav
Ganguly, southern celebrities like Vijay in the past and today, its
brand ambassadors are Aamir Khan, Aishwarya Rai, Vivek Oberoi
and cricketer Virendra Sehwag.

48
 Fanta

Internationally, Fanta - The 'orange' drink of The Coca-Cola

Company, is seen as one of the favorite drinks since 1940's.
Fanta entered the Indian market in the year 1993.
Over the years Fanta has occupied a strong market place and is
identified as "The Fun Catalyst".

Perceived as a fun youth brand, Fanta stands for its vibrant color,
tempting taste and tingling bubbles that not just uplifts feelings
but also helps free spirit thus encouraging one to indulge in the
moment. This positive imagery is associated with happy, cheerful
and special times with friends.

Georgia

In the company's journey towards the vision 'leading the

beverage revolution in India', now even Garam matlab Coca-
Cola…. A hot new launch from Coca-Cola India.

Georgia, quality tea and coffee served from state of the art
vending machines is positioned to tap into the nation’s biggest
beverage category.

49
Georgia, which promises a great tasting, consistent, hygienic and

affordable cuppa is available in a range of sizzling flavours,

adrak, elaichi, masala and plain tea cappuccino, mochaccino and
regular coffee.
Georgia aims to become the consumers preferred choice of hot
beverage when he is on the go; the brand is well on course to
achieving its vision

While Georgia is a mass market offering, Georgia Gold is the

premium brand which caters to the connoisseur. Made from
freshly roasted and ground coffee beans, Georgia Gold is
delicious tasting aroma with the tantalizing aroma of fresh coffee.
Currently available exclusively at McDonald’s outlets across the
country Georgia Gold has driven coffee sales through the roof.
The success of hot beverages from Georgia Gold has resulted in
extension into the cold category, with the introduction of Ice Tea
and Cold Coffee

Kinley Water, a thirst quencher that refreshes, a life giving force

that washes all the toxins away. A ritual purifier that cleanses,
purifies, transforms. Water, the most basic need of life, the very
sustenance of Life, a celebration of life itself.

50
The importance of water can never be understated. Particularly in
a nation such as India where water governs the lives of the
millions, be it as part of everyday rituals or as the monsoon which
gives life to the sub-continent.

Kinley water understands the importance and value of this life

giving force. Kinley water thus promises water that is as pure as it
is meant to be. Water you can trust to be truly safe and pure.
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 the purity of
our product. That's why we go through rigorous testing
procedures at each and every location where Kinley is produced.

Because we believe that right to pure, safe drinking water is

fundamental. A universal need that cannot be left to chance

Sprite
Worldwide Sprite is ranked as the No. 4 soft drink.

It is sold in more than 190 countries Worldwide Sprite is ranked

as the No. 4 soft drink & is sold in more than 190 countries.

In India, Sprite was launched in year 1999 & todayit has grown to
be one of the fastest growing soft drinks, leading the Clear lime
category. Today Sprite is perceived as a youth icon. Why? With a
strong appeal to the youth, Sprite has stood for a straight forward

51
and honest attitude. Its clear crisp refreshing taste encourages
the today's youth to trust their instincts, influence them to be
true to who they are and to obey their thirst.

Limca
Lime n' lemony Limca, the drink that can cast a tangy
refreshing spell on anyone, anywhere. Born in 1971, Limca has
been the original thirst choice, of millions of consumers for over 3
decades
The brand has been displaying healthy volume growths year on
year and Limca continues to be the leading flavor soft drink in the
country.

The success formula? The sharp fizz and lemony bite combined
with the single minded positioning of the brand as the ultimate
refresher has continuously strengthened the brand franchise.
Limca energizes refreshes and transforms. Dive into the zingy
refreshment of Limca and walk away a new person...

Maaza
Maaza was launched in 1976. Here was a drink that offered the
same real taste of fruit juices and was available throughout the

52
year. In 1993, Maaza was acquired by Coca-Cola India. Maaza
currently dominates the fruit drink category.

Over the years, brand Maaza has become synonymous with

Mango. This has been the result of such successful campaigns
like "Taaza Mango, Maaza Mango" and "Botal mein Aam, Maaza
hain Naam". Consumers regard Maaza as wholesome, the current
advertising of Maaza positions it as an enabler of fun friendship
moments between moms and kids as moms trust the brand and
the kids love its taste. The campaign builds on the existing equity
of the brand and delivers a relevant emotional benefit to the
moms rightly captured in the tagline "Yaari Dosti Taaza Maaza"

Thums up
Strong Cola Taste, Exciting Personality
Thums Up is a leading carbonated soft drink and most trusted
brand in India. Originally introduced in 1977, Thums Up was
acquired by The Coca-Cola Company in 1993 Thums Up is known
for its strong, fizzy taste and its confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men
from the boys

Career at Coca-Cola:
Every person who drinks a Coca-Cola enjoys a moment of
refreshment - and shares in an experience that millions of others

53
have savored. And all of those individual experiences combined
have created worldwide phenomenon.

The Secret of Formula:

Commitment, tempered by Passion and seasoned with a great
deal of Fun is the Coke way of life. Drawing upon our collective
energies, this Secret Formula drives us to achieve greater results
collaboratively and thoroughly enjoy ourselves while doing it! The
pace, energy and passion of our people constitute the invisible
glue that make us one of the most sought after workplaces.

Participative Leadership:
Right from our interactions in the market, our Business Planning
and our Brand launches, to our Employee Engagement Programs,
our Values Agenda, and employee processes, every system is
available for continuous improvement. A learning atmosphere,
enabled by our Manifesto for Growth, helps us seek and replicate
the learning’s from within and outside our organization. Our
Engagement programs enable us to examine, validate and
improve ourselves, constantly. Our colleagues involve themselves
in our opportunities for participative leadership volunteering for
work groups that assist decision-making in critical processes.

CAMPUS RECRUITMENTS:
A taste of summer the Coca-Cola Summer Trainee Program is
designed to facilitate the professional development of young
talent and identify talented culture-fit employees for the
company's Management Trainee program. The Summer Trainee

54
program provides a learning of the vagaries and complexities of
our business 'from the ground up'. With value-creating live
projects, the intern begins appreciating the intricacies of his or
her function and the impact that it has on business.

The quality and content of projects provides an opportunity to

complement your classroom learning with hands-on experience.
The Coca-Cola Management Trainee Program is the first step
towards developing business general managers. A structured
assessment process at some of the country's premier business
schools ensures that we hire the right talent to groom them into
senior management positions. A cross-functional training program
spread over six months across the country builds an appreciation
of the complexity of the business as well as help you understand
the its interlink ages. The learning experience is also spiced up
with value-creating projects in the functional stints. Ground
learning’s are further consolidated with structured classroom
sessions from the field managers themselves and a Community
Development stint helps the leaders of tomorrow to relate to their
environment and reaffirms our commitment to the communities
that we work in.

Women Operations Trainees Program:

The WOTES program is based on the Company philosophy that
reemphasizes Equal Opportunity and Meritocracy as a core value
of the Company’s operations. The program not only aims to grow
the business in sync with the Company’s diverse community and
consumer base but also intends to engage confident educated

55
Indian women to be an integral part of our organization.

The WOTES or Women Operations Trainees Program is a focused

Sales Training program for Women executives who will
supplement the sales force in Frontline Sales. Spanning six-
months the program consists of a three-month introduction to
Sales the Coke way, followed by three months of on-the-job
training at their prospective locations. The program imparts
invaluable learning and an exposure to on-ground market
conditions. At the end of the training, the WOTES will join the field
force managing the sales operations across the country.

We are guided by the shared values that guide us a

Company and as individuals:

Leadership ‘The courage to shape a better future’

Passion ‘Committed in heart and mind’
Integrity ‘Be real’
Accountability ‘If it is to be, it’s up to me
Collaboration ‘Leverage collective genius’
Innovation ‘Seek, imagine, create, delight’
Quality ‘What we do, we do well’

Respecting Ideals We Have Grown With Coca-Cola treasures

its people as the most valuable asset, and assert with pride the
role its human resources have played in establishing a consistent
set of ideals. The Company attributes its unabated growth
momentum worldwide to the disciplined approach of its
manpower, and promises to reward its employees by respecting

56
these ideals to sustain its long-term growth plans, no matter how
much the world and business structures undergo changes.

Integrity Is Our Key Ingredient Of Success we believe our

success primarily hinges on integrity, and hence, our absolute
thrust is on ensuring quality control for each and every of our
products, acting with a strong sense of accountability in
everything we do.
Integrating Our Global Brand With Local Perspectives:
Our people have always acknowledged that building and
nurturing relationships with people and the world around us is an
essential part of our work. No matter how big or complex our
business becomes, we recognize the need to demonstrate
complete respect for each other. As the world becomes more and
more interconnected, yet more firmly rooted in local pride,
identification of our interdependence with our stakeholders
becomes even more essential. As we have expanded over the
decades, our company has benefited from the various cultural
insights and perspectives of the societies in which we do
business.

A large part of our relationship with the world around us is our

relationship with the physical world. While we have always sought
to be sensitive to the environment, we must use our significant
resources and capabilities to provide active leadership on
environmental issues, particularly those relevant to our
businesses.

Much of our future success will depend on our ability to develop a

57
worldwide team that is rich in its diversity of thinking,
perspectives, backgrounds and culture. Coca-Cola is the world's
most inclusive brand, and Coca-Cola must also be the world's
most inclusive company

Corporate response:
The Coca-Cola Company believes our business has always been
based on the trust consumers everywhere place in us—trust that
is earned by what we do as a corporate citizen and by our ability
to live our values as a commercial enterprise. There is much in
our world to celebrate, refresh, strengthen and protect. Through
our actions as local citizens, we strive every day to refresh the
marketplace, enrich the workplace, preserve the environment
and strengthen our communities.

At the heart of our business is the trust consumers place in us.

They rightly expect that we are managing our business according
to sound ethical principles, that we are enhancing the health of
our communities, and that we are using natural resources
responsibly.

Media:
Touching lives of a few more Fisherman- closer to 2nd
anniversary of Tsunami Coca-Cola India Dedicates New Dockyard
and Marketing Centre to Cuddlier Fishing Community Continuing
its long-standing and ongoing support to communities affected by
Tsunami in Tamil Nadu, Coca-Cola India and Hindustan Coca Cola
Beverage Pvt. Ltd and to realize their common vision to
strengthen the communities, dedicated a boat dockyard and a

58
large Marketing Centre to the fishing community in
Pudhukuppam, situated 25 kms from Cuddalore in Tamilnadu.
This was done by organizing a large community mobilization
camp on November 26, 2006 in presence of hundreds of
members of community, District Collector, representatives of our
partner NGO- AFPRO and other dignitaries. The Dockyard facility
aims to create new economic opportunities for the fishing families
in Pudhukuppam. While the dockyard will ensure that the boats
will not get impacted during disasters and the marketing centre
ensures that the fishermen get good price right at their doorstep.
Earlier, Coca-Cola had provided fiber motorized boats and fishing
nets to a group of 80 fishermen in adjoining village in the same
area. The district collector Sh. Gagandeep Singh
Bedi, present at the occasion, commended Coca-Cola’s effort for
such a unique project post Tsunami, which will touch the lives of
the poorest of the fisherman. Sh Bedi highlighted that the project
is unique as not only it is first Dock Yard coming up post Tsunami
but that the marketing centre will help touch lives of even the
smallest of the fisherman.

The boat dockyard and marketing center together are expected

to considerably ease the burden of storage, transportation and
sale of the catch for approximately 3000 fishing families that live
in the surrounding area.

Speaking on the occasion the Panchayat President said that, “This

initiative by Coca-Cola India and Action for Food Production
(AFPRO) to bring about a renewed economic change is heartily
welcome. The new boat dockyard would enable the fishermen to

59
dock their boats safely and the proximity of the dockyard to the
main market and the road will ease the burden of transportation,
preservation and disposal of the catch”. He added that such
corporate contributions are the only way the region’s fishing
community – recently affected by the disastrous tsunami – will
regain economic stability. With the financial investment from
Coca-Cola India, the dockyard is built with technical support from
Action for Food Production (AFPRO), a socio-technical non-
governmental organization working for the development of the
rural poor through effective natural resource management
solutions. The new dockyard has been constructed at a
convenient location further inland on the backwaters and away
from the coast so that boats can be safely anchored and can be
protected from any natural calamity like tsunamis or storms that
frequent the region. The dockyard is situated close to the main
road that is used by fishermen to transport their catch and also
offers proximity to the main market. At Coca-Cola India, we are
committed to undertake a whole range of initiatives aimed at
improving the livelihood of people around us.

Quality Is Our Highest Business Objective:

The Coca-Cola Company exists to benefit and refresh everyone it
touches. For us, Quality is more than just something we taste or
see or measure. It shows in our every action. We relentlessly
strive to exceed the world's ever-changing expectations because
keeping our Quality promise in the marketplace is our highest
business objective and our enduring obligation. Consumers

60
across the globe choose our brand of refreshment more than a
billion times every day because Coca-Cola is...

The Symbol of Quality

Customer and Consumer Satisfaction
A Responsible Citizen of the World

DATA ANALYSIS FINIDINGS

61
 DATA ANALYSIS FINDINGS

1) Which brand sales are more in the juice segment in your retail out
let?

Brands Responses In Percentage

Maaza 75 63
Fruity 24 20
Slice 6 5
Appy 15 12

Graph:

62
 In Percentage

70

60

50

40
In Percentage
30

20

10

0
Maaza Fruity Slice Appy

Statistics:
From the above table 63% of the retailers are selling Maaza brand, and
24% of fruity and 5 % of slice and 12% of Appy are being sold in the
120 retails outlets on the average

Inference:
From the above table we can see Maaza brand has highest brand

loyalty and sales. i.e., 63% of the retailers have no problem in selling
Maaza brand.

2) Which size is mostly preferred in maaza?

Sizes Respondents In Percentage

RGB 72 60
Tetra 18 15
Pet Bottles 30 25

 Graph :

63
 Respondents

80
70
60
50
40 Respondents
30
20
10
0
RGB Tetra Pet Bottles

Statistics:

In the above table 60% of the retailers Prefer RGB Size, 15 % of Tetra
Packing and 25 % of Pet bottles in Maaza brand are preferred by
the retailers

Inference:
From the above table we can see that RGB is the highest preferred
brand by most of the retailers

3) Which Brand is mostly preferred in Tetra Pack?

Brands Respondents In Percentages

Maaza 60 50
Fruity 42 35
Appy 18 15

Graph:

64
 In Percentages

60

50

40

30 In Percentages

20

10

0
Maaza Fruity Appy

Statistics:
In the above table 50% of the retailers Prefer Maaza, 35 % prefer Fruity
and 15 % perere Appy in Tetra Pack.

Inference:
From the above table we can see that most of the retailers preferred
Maaza.brand in Tetra packing

4) Which Brand is mostly preferred in Pet Bottles?

Brands Respondents In Percentages

Maaza 66 55
Fruity 36 30
Slice 6 5
Appy 12 10

Graph:

65
 In Percentages

60

50

40

30 In Percentages

20

10

0
Maaza Fruity Slice Appy

Statistics:
In the above table 55% of the retailers Prefer Maaza, 30 % prefer Fruity
and 5 % prefer Slice and 10% Appy in Pet Bottles.

Inference:
From the above table we can see that among Pet Bottles the most
preferred brand by retailers is Maaza.

5) Which Brand is mostly preferred in RGB Size?

Brands Respondents In Percentages

Maaza 102 85
Slice 18 15

Graph:

66
 In Percentages

90
80
70
60
50
In Percentages
40
30
20
10
0
Maaza Slice

Statistics:
In the above table 85% of the retailers Prefer Maaza, 15 % prefer Slice
in RGB Bottles.

Inference:
From the above table we can see that the maaza brand is most
preferred by the retailers in RGB bottles.

6) Table showing the figures in years about the selling of

Maaza?

No. of years selling

No. Percentage%
Maaza
6 months 15 15%
1 year 19 19%
2 years 24 24%
More than two year’s 42 42%

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  Graph :

Percentage%

45%
40%
35%
30%
25%
Percentage%
20%
15%
10%
5%
0%
6 months 1 year 2 years More than
two year’s

Statistics:
In the above table 42% of the retailers are selling Maaza brand from
more than 2 years, and 24% from 2years and 19% from 1 year, and
15% from 6 months.
Inference:
From the above table we can see Maaza brand addiction and brand
loyalty. i.e., 42% of the retailers have long association in selling the
maaza brand.

7) Table showing the distribution of Maaza?

ibutor visit to
retailer No. Percentage %

One time 5 5%
Two time 5 5%

68
Three times 23 23%
Four times 0 0%
Daily 67 67%

 Graph :

Percentage %

0.8
0.7
0.6
0.5
0.4 Percentage %
0.3
0.2
0.1
0
One Two Three Four Daily
time time times times

Inference:
Above table shows that 67% of the retailers say that distributors come
daily, 23% say that they come three times in a week and 5% say one
time, two times in a week respectively.

This shows that the distribution level of the Coca-Cola Company in twin
cities is good and 94%the retailers are satisfied by the distribution of
Coca-Cola.

8) Table showing that, which fruit drink supply is good in

distribution.

Brands No. Percentage%

Maaza 75 70%
Frooti 17 12%

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Slice 9 4%
Appy 19 14%

 Graph :

Percentage%

80%
70%
60%
50%
40% Percentage%
30%
20%
10%
0%
Maaza Frooti Slice Appy

Inference:
Above table shows that 70% of the retailers say that distributors come
daily. And they are satisfied in distribution of Maaza. 12% say that they
are satisfied with Frooti, and 3% say that slice is good in distribution.
And 14% retailers say that, Appy is good in distribution.

This shows that the distribution level of the Coca-Cola Company in twin
cities is good and 70%the retailers are satisfied by the distribution of
Coca-Cola.

9) Table showing the distributors communication about

schemes with the retailers?

70
 Yes 61 61%

No 39 39%

 Graph :

70%

60%

50%

40%
Series1
30%

20%

10%

0%
Yes No

Inference:

Table shows that 61% of the distributors communicate the schemes of

the company and 39% doesn’t. This shows the Coca-Cola has bad
communication with retailers. About the schemes of Maaza tetra- pack.

71
10) Table showing that, why the retailer does not prefer
Maaza.

Reason Respondents Percentage %

Packaging is not good 10 8.10 %
Price is high 33 27.02 %
Taste is not good 33 27.02 %
Retailer margin 25 21.62 %
Advertisement 19 16.21 %

Graph:

Percentage %

30.00%
25.00%
20.00%
15.00% Percentage %
10.00%
5.00%
0.00%
Advertisement
Taste is not
Packaging is
not good

good

Inference:
From the analysis the retailers who do not prefer maaza is due to high
price and low retailers margin. Necessary steps have to be take to
guide the retails that the price is not that high compared to the
competitive products

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11) Table showing that design and style of Maaza pack

Very
12 12%
attractive
Medium 76 76%

Unattractive 12 12%

Very un
0 0%
attractive

 Graph:

80%
70%
60%
50%

40% Series1
30%

20%
10%
0%
Very attractive Medium Unattractive Very un
attractive

Inference:

The above table shows that 76% of the retailers are said that the
design and style of Maaza tetra-pack is medium. And 12% of the
retailers said design is very attractive. And 12% of retailers said that it

73
is UN attractive. By observing the above table we can know that, the
style and design of Maaza tetra-pack is not satisfied by the retailers.

12) Table showing retailers view to increase the sales of Maaza

tetra-pack.

Distribution services 6 4%
Trade schemes / Promotional
76 70%
offers
More advertisement
6 4%
hoardings.
Telecast of ads in TV media 8 5%
Change in flavor 8 5%
Other’s (packing, display
16 12%
boards, etc.,)

Graph:

80%
70%
60%
50%
40% Series1
30%
20%
10%
advertisement
Distribution

Change in

0%
hoardings.
services

flavor
More

Statistics:
From the above table we can see that 70% is for the promotional
offers, the next big thing is for the Display boards & packing with 12%,
then goes to more advertisement in TV media. With 5%. And 5% is for
change in flavor. And advertisement hoarding with 4%.

Inference:

74
From the above table we can say that, to increase the sales of the
Maaza tetra-pack, They should go with the promotional offers to the
retailers, and by giving display boards, and by telecasting of ads on TV
is the next best option and we can even go for the advertisement
hoarding no the road side is the economical option.

SUGGESTIONS

75
 SUGGESTIONS

1. The company should improve the existing sales promotion

scheme and introduce new and attractive ones.

2. The company should try to concentrate on advertising and

should try to increasing the awareness among consumer

build brand image through it.

3. The company should improve the design, style and

packaging because retailers are looking at the physical

structure of the products.

4. The company should concentrate on the quality, service.

5. Company should concentrate on the distribution of the

product.

6. Coca-cola should concentrate on the pull strategy rather

than push strategy.

7. Coca-cola should increase the banners and hoardings out

side the public areas.

8. The company should also introduce more new flavors

76
CONSLUSION

77
 CONCLUSION

In the present competitive world the success of the company

depends on satisfying the customers as well as channel
members. This is the area of retail business and to win the race
and be on the top companies are out performing by spending
more on trade promotions. The channel members play a key role
in increasing the sales of FMCG products. So the company has to
pay more attention on distribution, promotion and availability of
brand to win sales in the market.

The study concludes that the Hindustan Coca Cola Beverages Pvt. Ltd
has to strengthen its product line by introducing new flavors and new
sizes. It also has to increase the stock holding and availability of cock
brands through motivating channel members by offering attractive

schemes and incentives.

78
FINDINGS

79
 FINDINGS
 By doing this study we come to the conclusion that most of
the retailers sell both maaza tetra pack and maaza bottles.
 According to the study most of the retailers are loyal to the
brands of coca-cola.
 A few retailers are not satisfied with the distribution of coca-
cola.
 Some of the retailers are not satisfied with the packaging of
the some coca-cola brands.
 According to the study maaza holds good brand image,
brand awareness and average market share in fruit drink
category from the study we can conclude that retailers are
showing interest to stock and sell maaza but the company
has to improve its margin, distribution, promotional
strategies, brand building, brand awareness and brand
image for some of the products to improve the its market
share.
 By this study we can say that maaza holds around 30% of
the market share in fruit drink segment.
 Coca-cola should consider and formulate some strategies in
order to reduce the market share of other domestic and
international water and soda brands.
 Coca-cola should concentrate on distribution of the brand.

80
 According to the study the retailers want promotional offers
to promote and increase the market share of maaza tetra
pack.

QUESTIONNAIRE

81
 SURVEY QUESTIONNAIRE

MARKET STUDY OF MANGO JUICEA

HINDUSTAN COCA-COLA BEVERAGES PRIVATE LTD. AMEENPUR

I Mr. L.Jaya Prakash. Pursuing M.B.A from University of Osmania, at

Vivekananda School of P.G. College. Hyderabad, as a part of my course
I am doing a project work on “MARKET STUDY OF MANGO JUICE” IN
COCA-COLA”. So I kindly request you to extend your earnest
cooperation in filling this questionnaire. The information furnished by
you is purely for my academic purpose only and will kept confidential

Name of the retailers;

Area ;
Address ;

1) Which brand sales are more in the juice segment in your retail out
let?.

a) Maaza ( )
b) Fruity ( )
c) Slice ( )
d) Appy ( )

2) Which size is mostly preferred in maaza?

a) RGB Bottles ( )
b) Tetra pack ( )

82
 c) Pet bottles ( )

3) Which Brand is mostly preferred in Tetra Pack?

a) Maaza ( )
b) Fruity ( )
c) Appy ( )

4) Which Brand is mostly preferred in Pet Bottles?

a) Maaza ( )
b) Fruity ( )
c) Slice ( )
d) Appy ( )

5) Which Brand is mostly preferred in RGB Size?

a) Maaza ( )
b) Slice ( )

6) When the sales target of Maaza was achieved?

a) six months ( )
b) one year ( )
c) two years ( )
d) More than two years ( )

7) Distribution of Maaza?

a) One time ( )
b) Two times ( )
c) Three times ( )
d) Daily ( )

8) Which fruit drink supply is good in distribution?

a) Maaza ( )
b) Fruity ( )
c) Slice ( )
d) Appy ( )

9) Is there any distributor’s communication with the

retailers?

83
 a) Yes ( )
b) No ( )

10) Why the retailer does not prefer Maaza?

a) Packaging is not good ( )

b) Price is high ( )
c) Taste is not good ( )
d) Retailer margin ( )

11) How was the design and style of Maaza pack?

a) Very attractive ( )
b) Attractive ( )
c) Un Attractive ( )
d) Very Un Attractive ( )

12) Retailers view to increase the sales of Maaza tetra-

pack.?

a) Distribution Service ( )
b) Trade schemes and Promotional offers ( )
c) More advertisement hoardings ( )
d) Change in flavour ( )

84
BIBLIOGRAPHY

85
 BIBLOGRAPHY

Principles of Marketing Philip Kotler

Marketing Research G.C.Berry

Marketing Management Kotler

www.coca-colaindia.com

www.google.com

www.coca-cola.com

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