Vipul STPR

INTERNSHIP REPORT
On
Marketing Strategies of Hindustan Coca-Cola

Beverages Pvt Ltd.
Unit at Ghaziabad
Supervised by:
Dr. Prateek Gupta
Professor
Prepared by:
Vipul Taliyan
University roll no: 2100290700150
MBA Department
(2022-2023)
KIET Group of Institutions, Ghaziabad
KIET School of Management
13th KM Stone, Ghaziabad-Meerut Road, Ghaziabad-201206
(U.P.)
CERTIFICATE BY THE GUIDE
Mentor / Guide Name: DR. PRATEEK GUPTA

Designation: PROFESSOR
This is to certify that the project report titled “ Marketing Strategies of Hindustan Coca
Cola Beverages Pvt Ltd”. been prepared by VIPUL TALIYAN , ROLL NO
2100290700150 under my supervision and guidance, for the fulfillment of master’s in
business administration. His/her field work is satisfactory.
Date:
Signature of Guide:
DECLARATION
I do hereby declare that this project work titled “ MARKETING STRATEGIES OF HINDUSTAN
COCA-C0LA BEVERAGES” submitted by me for the fulfilment of the requirement for the award of
Master in Business Administration (MBA) is a record of my own research work. The report embodies
the finding based on my study and observation and has not been submitted earlier for the award of any
degree or diploma to any Institute or University.
Date:
Name: VIPUL TALIYAN
Roll No: 2100290700150
Acknowledgement
First of all, I would like to thank the Almighty God for blessing me with the strength, aptitude
and patience for successfully completing my internship program.
I would like to thank my Supervisor Dr.Prateek Gupta for giving me the opportunity to work
with her during my period of internship. I have been able to compile and complete this report
in a comprehensive manner due to the guidance, support and counselling that she has provided
me during this period. I have tried my best to implement her constructive suggestions while
doing my report.
I would also like to take this opportunity to acknowledge the help provided to me by some
personals of the company. My sincere gratitude goes to Sameer Mandal, (HR) Manager Mani
Gupta Manager RTM, Md. Rokan Uddin Ahmed Manager (MIS) for giving me time from their
busy schedule, providing me with information that were required to complete the report, and
for guiding me properly throughout the period of my internship.
I would also like to thank all the employees of moon beverages Limited -Beverage Unit who
supported me and co-operated with me during my internship period. Finally, my sincere thanks
go to each and every one who helped and su0pported me significantly in different stages during
the period of my internship.
Name: VIPUL TALIYAN

Roll No: 210029070015
CONTENT
ABSTRACT
Chapter:1 Introduction 1-3
1.1 Prelude 1
1.2 Objective of the Study 2
1.3 Methodology 2
1.4 Scope 3
1.5 Limitations 3
Chapter:2 Overview of moon beverages 4-13
2.1 Company Overview 4

2.2 Corporate Profile 4
2.3 Inception and Expansion 5
2.4 Business Units of moon beverages 6
2.5 Beverage Unit – Production Facilities 7
2.6 Company Vision for 2020 7
2.7 Company Values 8
2.8 Organogram of Beverage Unit 9
2.9 Products of Coca Cola in India 10
2.10 History of moon beverages Beverage Unit 11
2.11 Strategic Hierarchy of Coca Cola in India 12
Chapter:3 Industry Overview 13-14
Beverage Industry in India 13

Major Competition in Beverage Industry 14
Chapter:4 Marketing Strategies 15-26
The positioning & Brand Management Strategy of Coca Cola 15

Marketing Mix of Coca Cola 18
Product 19
Price 23
Distribution 24
Promotion 25
SWOT Analysis 26
Chapter – 5 Conclusion & Recommendations 27-29
Conclusion 27
Recommendations 28
Bibliography 29
ABSTRACT
ABSTRACT
Researcher started the study with statement of the problem as Investors in

India and their awareness of investment process and opportunity philosophy
of mutual fund. With reference to Equity mutual fund, Debt mutual fund and
balanced mutual fund. This study deals with identifying the better performing
equity midcap funds among the selected group of funds by considering
various parameters to help the advisors suggest the investors in choice of
their investment. This study driven with Need for the study of doing this
work is to know about mutual funds and its functions. This helps to know in
detail about mutual fund industry right from its inception stage, growth and
future prospects and It also helps in understanding different schemes of
mutual funds. Researcher has set an Objective for the study as to study the
various schemes to invest from investor point of view, to compare the risk
involved and the yield in each scheme and to study the price movement and
variation involved in the scheme with respect to NIFTY index. The secondary
data was obtained from various mutual fund schemes and investors magazine
and websites. Yearly fact sheets of mutual fund companies are important
source of secondary data. The data obtained is analyzed using mathematical
models and present value method analysis Investment is the sacrifice of
certain present value for the uncertain future reward. Such decision making
has not only to be continuous but rational too. Broadly speaking, an
investment decision is a trade-off between the risk and return. Investment
decisions are found to be the outcome of three different but related classes of
factors 1. The first may be describe as factual or informal premises. 2. The
second class of factors is exceptional premises. 3. The third class of factors is
valuation premises. Investing has been an activity confined to the rich and
business class in the past. But, today we find that investment has become
common and popular with people from all walks of life. Increasing popularity
of investment can be attributed to the following factors: 1. Increasing in
working population, larger family incomes and consequent higher savings. 2.
Provisions of tax incentives with respect to investment in specified channels.
3. Increase in tendency of people to hedge against inflation. 4. Availability of
large and attractive investment alternatives. 5. Increase in investment related
publicity. 6. Availability of investment to provide income and capital gains, etc. 7.
Investment process: The investment process describes how an investor should go about
making decision about marketable securities in which to invest, how extensively the
investment should band when the investment should be made. The five steps procedure
for making these decisions from the basis of the investment process: • Set investment
policy • Perform security analysis. • Construct a portfolio. • Revise the portfolio. •
Evaluate the performance of portfolio. All investment is risky and uncertain. An efficient
investor is one with the knowledge of the market who can reduce the risk and maximize
the returns. He can avoid pitfalls and protect his interests. The management of risk and
return requires expertise. Investment is both an art ant and science. Investment in
financial market is not a gamble or speculation that some investors indulge in, which is
risky. Investor should be those who invest with the objective of receiving some income,
share in the prosperity of the company and gain capital appreciation in a longer time
span. Investing in the stock market is always interesting, challenging and rewarding.
Interesting because the stock market is dynamic; the only certainty is uncertainty.
Rewarding because it is risky and is likely to yield high returns. Stock markets are
dynamic, volatile and unpredictable
CHAPTER - 1
INTRODUCTION
Prelude
For generations, the simple pleasure of drinking Coca-Cola has been associated with special
times, special places and timeless moments but also with the satisfying experience of everyday
life. That is the magic of Coke. Coca-Cola, the brand is the heart of moon beverages Limited.
It has always been and always will be. Coca-Cola, Fanta, Sprite& Kinley create the magic to
provide consumers with special moments. Consumers of all ages want great tasting beverages
that also provide nutrients for healthy growth and to make them feel their best. Coca-Cola
compliments and shares the best moments of all consumers!
A customer is generally understood to be the person who makes the decision to purchase a
product or who pays for it. In fact, products are often bought by one person for consumption
by another, therefore the customer and the consumer need not be the same person. The Coca
Cola Company who is manufacturer, retailer and marketer of the non-alcoholic beverage
concentrates and syrups focuses on the consumers rather than the customers. Being a company,
which is American by origin and with a rich history starting from the year 1886 it must have
been a very dynamic firm which changes its strategies and tweaks its products according to the
needs and wants of the consumers.
In the recent market Coca cola has identified what the customer’s value in the market. “This
generation values the openness to new culture and sense. Even though they value new cultures
they have a love for their local products and want to support their neighborhoods and
communities and keep the wealth within their region itself. In a way you can say that they are
moving back to a collectivist culture. With the collectivist mindset they want to revive folk
traditions and rituals starting from food to spirituality. Customers now follow the YOLO
concept where you only live once and they want to experience personalized by unique
experiences which allow them to express their identity. The customers have also become health
conscious because of their increase in awareness towards the world as a whole. This has made
customers scrutinize every ingredient present in the products they consume and makes them
weigh their pros and cons before consuming it again. Consumers now value their time; they
believe time is money and have a burning desire to be hyper productive especially when it
comes to their shopping habits and way of communication. Consumers want to be productive
but at the same time they want to have more leisure in their lives and more moments of pleasure
and even indulgence. The utmost expectations from the brands they consume is to engage with
the brand through new experiences and conversations. These insights are helping Coca cola to
become a total beverage company.
Objectives of the Study
The main objective of this study is to identify the marketing strategies of moon beverages
Limited-Coca Cola Beverage Unit. The specific objectives of the study are given below:
i) to identify the consumer’s behavior pattern towards Coca-Cola;

ii) to find out the organizational overview of moon beverages Limited-Beverage Unit;
iii) to analyses the SWOT of the organization;
iv) to highlight some suggestions for maintaining the competitive position in the
market choice;
Methodology
The mode of methodology selected for this report is known as Multi-methodology. Also known
as Mixed Methods Research, Multi-methodology is an approach to professional research that
combines the collection and analysis of both quantitative and qualitative data.
Data
Primary Secondary
Data Data
Internal Extezrnal
Data Data
Figure 1: Sources of Information
Different data and information are required to meet the goal of this report. Those data and
information w5ere collected from various sources, such as, primary and secondary which
isshowed below:
Primary Sources: I have had face-to-face conversation with Manager HR, Route to Market
Manager, Head of Sales and employees of this company.
Secondary Sources: Necessary information was received from the Web Site and internal
reports.
Scope
Due to several unavoidable situation and reality, the extent of this report has been compromised
up to certain limit. The boundaries of this report are thus:
• This study focuses on moon beverages Limited-Beverage Unit especially for sales
&marketing team,
• This study will focus on the value chain activity of the beverage production unit of
AML, from production to promotion, and the key factors affecting those activities.
• The reports will also focus on the strong logistic and manpower to ensure the marketing
strategy of its beverage product to each corner of the market place.
Limitations
The extent and limit of the study were constricted due to some of the following considerations:
• AML doesn't agree to provide me their official papers & documents as they are one of
the renowned in Bangladesh and they are competing with their competitors.
• They don't provide their financial report for some obligations, for which I had to collect
it only by personal interview.
• I got the information after a little bit late than I expected. For that, I have to make the
report in a very short time.
• Time limitations.
CHAPTER - 2
AN OVERVIEW OF MOON BEVERAGES LIMITED
Company Overview
is one of the leading diversified business conglomerates of Bangladesh which was established
in 1956. This Company one of the luckiest few to experience change over the Millennium. Today,
in the constantly growing and ever-changing world of trade and technology, moon beverages Ltd.
has a new challenge, the challenge to keep it competitive in the Millennium with the leading-edge
technologies as well as products and services. The company has long experience of more than 50
years in accomplishing that in the past and is sure to be able to meet this challenge in the future
as well. Started as a Construction Contractor in 1956 and later diversified to food sector, moon
beverages Ltd. proudly represents brands like Coca-Cola, Igloo, Novus Pharmaceuticals and
Danish Emulsion that are the milestones to the company’s quest to provide the best and quality
products to its millions of consumers.
Corporate Profile
Name of the Company Moon beverages Limited

Year of Establishment 1987
Status of the Company Private Limited Company
Country of Registration Registered under registrar of joint stock companies
Number of Employee 500
Corporate Head A-32, SITE IV Sahibabad industrial area , UP
Quarters
Telephone
0120-4172600
E-mail info@mblcoca-cola.com
Website Info@mblcoca-cola.com
Inception and Expansion
The Managing Director and Chairman had established the organization in the year 1994 and he still
strongly and successfully runs it along with his two eligible sons working as the Deputy Managing
Directors (DMD) of the company, company has led others to follow. The core strength of this
organization is rooted in its capacity to gather the resources to complete infrastructure projects on a
grand scale (funded by Word Bank, ADB, JICA etc.) thus demonstrating the ability to bear the initial
risks associated with such projects and proving sustainability of the company throughout the long
development periods.
Over a successful period, AML has

not just developed a wealth of
experience in infrastructure and
development project arena in order
to meet the international standards
of quality and services, it has also
become the bottler of Coca Cola,
the producer of number one ice-
cream brand Igloo, Igloo milk and
dairy products, Igloo food items
and snacks, manufacturer of
pharmaceuticals, maker of auto
bricks, bitumen and other selected
construction materials. It also
established AM Sugar Refinery
Ltd., AM Rice Bran Oil, Servicing
BPO, AM Securities and Financial
Services Ltd., etc. In 2015, it was
awarded to develop one of the first
private economic zones of the
country .All these strategic units
are established with a view to
leveraging the strength of the
parent company as well as to
contribute to the national economy
with an intention of generating
employment opportunities for
fellow citizens. Even though, AML
began as a family owned business, it
has transformed into a multi-
disciplinary modern- day business
group delivering value to its
customers. As such, its priority has
been to focus on building
capabilities to infuse strength and
character in its people, business
partners, associates and
stakeholders resulting in robust
and dynamic
Company History
The Coca-Cola Company re-entered India through its wholly owned

subsidiary, Coca-Cola India Private Limited and re-launched Coca-
Colin 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
das well as locally owned and includes over 7,000 Indian distributors
and more than 2.6 million retailers. Today, their brands are the leading
brands in most beverage segments. The Coca-Cola Company’s brands in
India include Coca-Cola, Coca-Cola Zero, Diet Coke, Thumps Up,
Fanta
,Lima, Sprite, Masa, Minute Maid range of juices, Georgia and Georgia
gold range of hot and cold tea and coffee options, Kinleyand Bon aqua
packaged drinking water, Kinley Club Soda, BURN, Kinley Glaucoma
land Voting.
In India, the Coca-Cola system comprises of a wholly owned subsidiary

of The Coca-Cola Company namely Coca-Cola India Pvt. Ltdwhich
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 trademarksof 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
reauthorized to use these to produce our portfolio of beverages. These
authorized bottlers independently develop local markets and distribute
beverages to grocers, small retailers, supermarkets, restaurants and
numerous other businesses. In turn, these customers make our
beverages available to consumers across India.
The Coca-Cola 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
year2020. 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
1,50,000peopleinrelatedindustriesthroughitsvastprocurement,supplyanddistributionsyste
mower 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 thatif 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
extraproductionof1000cases generates an extra employment of410man days.”
As a Company, our products are an integral part of the micro economy particularly in
small towns and villages, contributing to creation of jobs and growth in GDP. Coca-
Cola in India is amongst the largest domestic buyers of certain agricultural products.
As an industry which has strong backward and forward linkages, our operations
catalysis growth in demand for products like glass, plastic, refrigeration, transportation,
and Industrial and agricultural products. Our operations also lead to incremental growth
for enterprises engaged in post-production activities like merchandising, marketing and
sales. In addition, we share best practices and technological advancements with our
supplliers, 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; enrichthe
workplace; protect and preserve the environment; and strengthen the community.
We leverage our unique strengths to actively support and respond to local needs — be
itthe need for education, health, water or nutrition. We have used our distribution
networkfor disaster life, 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. TheCoca-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.
BEVERAGE INDUSTRY IN INDIA
In India, beverages form an important part of the lives of people. It is an
Beverage
Non-Alcoholic Alcoholic-Beverage
Non-Carbonate Carbonate Fruit-Based Grain
Fruit, Colas, Wine, Beer,

Juice, soda, Brandy Whisky
Coffee, Tonic
Water
Tea,
Package
industry,inwhichtheplayersconstantlyinnovate,inordertocomeupwithbetterproductstogainm
ore consumers and satisfy the existing consumers.
THE COCA-COLA COMPANY
Coca-Cola was first introduced by John Sith Pemberton, a pharmacist,

intheyear1886inAtlanta,Georgiawhenheconcoctedcaramel- colored syrup in a
three- legged brass kettle in his back yard. He first “distributed “the product
by carrying itin a jug down the street to Jacob’s Pharmacy and customers
bought the drinkfor five cents at the soda fountain. Carbonated water was
teamed with the news syrup ,whether be accident or otherwise, producing a
drink that was pro claimed “delicious and refreshing”, a the me that continues
to echo today wherever Coca-Cola is enjoyed.
Coca-Cola bottling plant opens in1950 in New Delhi, India , operated by Pure
Drinks Ltd. In 1951 Bombay plant opens, also operated by Pure Drinks Ltd. In
1953 and 1954 Calcutta & Kanpur bottling plant opens cont. 1973 was the time
when 22 bottling plant operated in 13 states. Coca-Cola buys a no. of bottlers
in India. Integration of all bottling units into 1 pans India Company bottler,
HCCBPL in 1997-1999. In July 2005,HCCBPL becomes a separate bottling
entity.
Mission:
Coca-Cola declares the purpose as a company and serves as the standard
against actions and decisions:
To refresh the world…
To inspire moments of optimism and
happiness…To create value and make a
difference.
Vision:
The vision of Coca-Cola is the framework for their guides of every aspect of its
business. It ispresentedin6Ps:
1. People: Bea great place to work where peopleware inspired be the best they can be.
2. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate
andsatisfy people's desires and needs.
3. Partners:Nurtureawinningnetworkofcustomersandsuppliers,togetherwecreatemutual,e
during value.
4. Planet:Bearesponsiblecitizenthatmakesadifferencebyhelpingbuildandsupportsustaina
ble communities.
5. Profit: Maximize long-
termreturntoshareownerswhilebeingmindfulofouroverallresponsibilities.
Productivity: Bea highly effective ,lean and fat-moving organization
MOON BEVERAGES GHAZIABAD
This is a mega plant having six lines and packaging 80,000 packs per day.
Approximate turnover of the company is about Rs.500crores.
Plant plot size: 9 acres
Product portfolio:1)RGB-CSD(Fanta,Coke,ThumsUp,Sprite)
2) RGB-Maaza(Maaza)
3) PET-CSD(Thums Up,Sprite,Coke,Fanta)
4) RetailWater(KinleyWater)
5) Tetra-Pak(Maaza,MinuteMaidMango)
Plant Capacity:1)RGBCSD-600 BPM

2) RGB Maaza-600BPM
3) PETCSD-140 BPM
4) RetailWater-75 BPM
5) PETCSDKrones-600BPM
6) TetraPak-400PPM
COCA-COLAPRODUCTS
1) COCA-COLA
Is the most popular and biggest-selling soft drink in history, as well as the
best-known brand in the world. It was created in 1886 in Atlanta, Georgia, by Dr.John
Pemberton. Coca-Cola might owe its origins to the United States, but its popularity has
made it truly universal.
2) SPRITE
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 it scrips, clean taste that really quenches your thirst.
3) FANTA
FantaOrangeistheleadingflavorbutalmosteveryfruitgrownisavailableas a
Fanta flavor somewhere. Consumed more than 130 million times every day around the
world, consumers love Fanta for its great, fruity taste.
9
4) DIET COKE
Diet Coke, also known as Coca-Cola light, is a sugar- and calorie-

freesoft drink with a deliciously crisp taste that gives you a light boost in your busy
day.Today, Diet Coke/Coca-Cola light is one of the largest and most successful
brands ofTheCoca-ColaCompany,availableinover150 markets around theworld.
5) MAAZA
Mazza was introduced in India in 1984 as a non-carbonated mango

fruit drink. It was acquired by The Coca-Cola Company in 1993 and is
currentlyavailable inthreeflavors,mango,pineappleand orange,plusadded
calcium.
6) THUMS UP
ThumsUp is a brand of cola in India. The logo is a red thumbsup .It was
introduced in1977 tooffsetthe withdrawal of The Coca-Cola Company from India.
7) LIMCA
Limca is a lemon and lime flavoured carbonated soft drink

madeprimarily in India and certain parts of the U.S. One of Limca's original and
very popular taglineswas"Limca.It's veriveriLime & Lemoni."
8) KINLEY WATER
Kinley water has added minerals which is necessary for body. It

isavailable in many sizes like 500 ml and 1 ltr and 2 ltr bottle. It goes through and uv
treatment to make the waterpurify.The taste of the water is very fine and very sweet soit
felt good to drink.
9) MINUTE MAID
Minute Maid is a product line of beverages, usually associated with

lemonade or orange juice, but now extends to soft drinks of many kinds.Minute Maid
was the first company to market orange juice concentrate. The Minute Maid company
isownedbyTheCoca-ColaCompany,andistheworld'slargestmarketeroffruitjuices.
CONSTITUENTS OF BEVERAGE
Water used in the beverage industry has to be treated to remove undesirable substances
and to control the alkalinity. A drink made from untreated water or water of poor quality
would result in off tastes in the finished beverage.
Carbon dioxide is added to most soft drinks. It dissolves readily in cold water
underpressureandgivesasparklingappearancetothedrinkwhenpoured.Italsoenhancesth
e flavour and gives a pleasant refreshing 'lift' to the drink. Carbon dioxide also
contributes to the inhibition of micro-organisms, particularly at higher carbonation
volume.
Flavouring syrup is normally a concentrated solution of a sweetener (sugar or
artificial),an acidulant for tartness, flavouring, and a preservative when necessary. The
flavouring syrup is made in two steps. First, a “simple syrup” is prepared by making a
solution of water and sugar. This simple sugar solution can be treated with carbon and
filtered if the sugar quality is poor. All of the other ingredients are then added in a
precise order tomakeup what is called a“finished syrup.”
Concentrate is an essential component in all soft drinks. Without the addition of
itmost drinks would taste like sweetned acidified water. It is supplied to all Coca-
cola plants in India fromPune.
Mango or Orange Pulp is used in making Maaza and other Minute Maid
products.Mangoes used are Alfanso and Totapuri. The product mango pulp is obtained
byprocessingofsound,mature,ripened Totapuri mangoes possessing the characteristics
flavourand colour.
WATER TREATMENT PLANT (WTP)
Water purification is the removal of contaminants from untreated water to

produce drinking water that is pure enough for the most critical of its intended
uses, usually for human consumption. Substances that are removed during the
process of drinking water treatment include suspended solids, bacteria,
algae,viruses,fungi,mineralssuchasiron,manganeseandsulfur,andotherchemical
pollutants such as fertilisers.
Measures taken to ensure water quality not only relate to the treatment of the
water, but to its conveyance and distribution after treatment as well. It is
therefore common practice to have residual disinfectants in the treated
waterinordertokillanybacteriologicalcontaminationduringdistribution.
Water used in soft drink production must fullfil quality requirement of the
highest level. The water must have a positive influence on the taste of the
beverage, be crystal clear and biologically perfect and, despite differing
water compositions at different sources, must always be available with a
consistent quality. To ensure consistent quality of water used in
manufacturing process, water is treated before using for the production of
carbonated and non-carbonated beverages.
The most essential water requirements for the production of non-alcoholic
beverage and juices are:
1) Low alkalinity
2) No iron or manganese
3) Low organic pollution
4) Low nitrate content
5) Low salt content
6) Biological clean
Source:1)Industrial Development Corporation Of Orissa(IDCO)
2) Oil Orissa
3) Oil well
Source water is obtained from IDCO through pipeline. It is supplied from a pump house
situated at 15kms from Khurda plant on the bank of river "Daya". During rainy
season,water carries high turbidity and pesticide residues which is taken care by settling
tank prior to being supplied to the plant. Another source of water is from a well 2kms
awayfromplantthatservesasbackupsupply.WTPsystemisdesignedtakingintoconsiderationo
frawmaterialsquality,using multiple barrier approach.
StorageTank:1)500kl
2)1000 kl
3)1500 kl
4) 1250kl(To be installed)
WaterTypes:1)Raw water(Surface and groundwater)

2) Treated water (Used in beverage manufacturing)
3) Process water(Used in nonproduct water application)
4) Packaged drinking water(Used in bottled water application)
WTP
OLDWTP NEWWTP
(Continuous coagulation based WTP) (Ultra filtration based WTP)
14
NEW WATERTREATMENT PLANT
Raw water is taken from different sources and stored in storage tank. The plant has
three storage tank. Presurized Sand Filters (PSF) consist of multiple layer of
sand,pebbles and granules with variety in size and specific gravity. PSF is
highlyrecommendedfortheremovalofsuspendedsolids&undissolvedimpuritieslikedustpa
rticles & heavy metals etc. PSF reduces turbidity. PSF is an ideal solution for the
systems with high sediment,silt,sand,and turbidity.
Activated Carbon Filters (ACF) can effectively reduce some of these organic chemicals
as well as certain harmless taste- and odor-producing compounds. The medium for an
activated carbon filter can be one of many carbon-based materials, but is typically
petroleum coke and bituminous coal. The length of contact time between the water and
the carbon which is determined by the rate of water flow also affects contaminant
adsorption. Greater contact time can allow for greater adsorption of contaminants.
Also,the amount of carbon in the filter affects
contaminantremoval.Forinstance,lesscarbonisgenerallyrequiredto remove tasteandodor-
producing compounds.
Dealkaliser removes the alkanity of the water by the adsortion of
carbonates,bicarbonates,hydroxidesonthe resins.
Degasser is used to remove gasses from drilling fluid which could otherwise
formbubbles. It removes the carbonic acid formed by breaking it to CO2 and
H2O.Water isnowstored in the Blending Tank where chlorinedosing is done.
Water is filtered by Ultrafiltration for the removal of particulates and
macromoleculesfrom raw water to produce potable water. It has been used to either
replace
existingsecondary(coagulation,flocculation,sedimentation)andtertiaryfiltration(sandfiltrat
ionand chlorination) systems employed in water treatment plant. UF processes are
currentlypreferred overtraditionaltreatmentmethodsforthefollowing reasons:
1)Nochemicalsrequired(asidefromcleaning)2)Constantproduct
qualityregardless of feedquality
3)Capable of exceeding regulatory standards of water quality, achieving 90-
100%pathogen removal
Now, treated water is stored in the Storage Tank . After this the water is sent to
Leadand Lag ACF tank. Water is then passed through 5µ filter for removal of all
unwantedand harmful microbes. UV removes all microbes by killing them by DNA
denaturation.Water is then finally passed through 3µ filter which gives water sparkling
appearance.Water is then sent through 1µ filter. Water from here is supplied to various
productionlines.
OLDWATERTREATMENTPLANT
Raw water is supplied from river Daya. This water is stored in three different
storagetank. Solid contact clarifier (SCC) provides for coagulation, flocculation,
solidsrecirculation,clarificationandpositivesludgeremovalinasinglebasin.Thiseliminatesth
eneedformultipletanksandadditionalpipework.Herecoagulantslikeironsulphate
,calciumhydroxide,calciumhypochloridearepresentwhichcoagulatesandremovesturbidityof
the water.
Clarified Water Tank (CWT) stores the water. It is generally used to remove
solidparticulates or suspended solids from liquid for clarification. The clarifier
works
bypermittingtheheavierandlargerparticlestosettletothebottomoftheclarifier.Thepartic
lesthenformabottomlayerofsludgerequiringregularremovalanddisposal.
Pressurized Sand Filters (PSF) consist of multiple layer of sand, pebbles and
granuleswith variety in size and specific gravity. PSF is highly recommended for the
removal ofsuspended solids & undissolved impurities like dust particles & heavy metals
etc. PSFreduces turbidity. Activated Carbon Filters (ACF) can effectively reduce
some ofthese organic chemicals as well as certain harmless taste- and odor-
producingcompounds.The medium for an activated carbon filter can be one of many
carbon-basedmaterials, but is typically petroleum coke and bituminous coal.The length
of contacttime between the water and the carbon which is determined by the rate of
water flowalso affects contaminant adsorption. Greater contact time can allow for
greateradsorption of contaminants. Also, the amount of carbon in the filter affects
contaminantremoval. For instance, less carbon is generally required to remove taste and
odor-producing compounds
Afterthis thewaterissentto Lead and LagACFTank.
Water is then sent through 10µ filter for removal of all organic matter
includingmicrobes. Water is then passed through 5µ filter for all organic matter
includingmicrobes.
UV removes all microbes by killing them by DNA denaturation. Water is then
passedthrough1µfilter.This waterisusedin CIPoftheplantandin blendingofthebeverage.
TestsForWaterTreatment:
1) Taste,Odour,Appearance
2) pH
3) TDS(TotalDissolvedSolids) ---ppm
4) Turbidity---NTU–NephelometricTurbidityUnit
5) M–Alkanity(TotalAlkanity)—hydroxides,carbonates,bicarbonates
6) P–Alkanity(Phenolpthalein)–carbonates,bicarbonates
7) TotalHardness
8) CalciumHardness
9) IronTest
10) ChlorideTest
11) SulphateTest
12) FRCTest(FreeResidualChloride)
CIP OF THE PLANT
CIP(CleanInPlace)iscleaningandsanitizingsystemwheredetergentsandsanitizingagents
along with water is circulated throughout the interior surfaces of pipes, vessels,process
equipment, filters and associated fittings. The benefit to industries that use
CIPisthatthe
1) Cleaningisfaster,
2) Lesslabor-intensiveandmorerepeatable
3) Possesslessofachemicalexposurerisktopeople.
It is used to remove in-process residues, control bioburden, and reduce endotoxin
levelswithin processing equipment and systems. Residue removal is accomplished during
CIPwith acombinationofheat,chemicalaction,andturbulent flow.
TypesofCIP:
1) 3-stephotlye-
Recoverywater/Treatedwater(10mins)
Hotlye(85⁰C)(1-1.5%conc.)(15mins)
2) 3-stephotwater-
Recovery water/Treated water
(10mins)Hotwater (85⁰C) (15mins)
3) 5-stepCIP-
Hotlye(85⁰C)(1-1.5% conc.)(15mins)
Hotwater(85⁰C)(15mins)
growth of the establishment.
Business Units of Moon beverages Group
Moon beverages is one of the leading diversified business conglomerates of gaziabad.

Fundamental promise of company is ‘Touching Lives… Building Capabilities…!’
Unit
AML
Construction
AM Economic
Service Engine
Zone
BPO
Moon
beverages
Igloo Foods
Igloo Suger
Igloo Dairy Ltd. Igloo Ice-cream
Nature Fresh
Novus
Pharmaceticals
Figure 2: Business Units of moon beverages

MOON Beverage Unit – Production Facilities
Company Vision for 2022
MOON – Vision 2020

Business Objective
To Drive Sustainable and Profitable Business in INDIA
● 33 Million Unit Cases : More than 3X of current Business
● 20% NARTD (Non Alcoholic Ready to Drink) share
● 28% Sparkling share
● Most respected and connected organization with the community and Government
● To become the most preferred employer in the industry

Company Values
PEOPLE
“Our people are our strength”. Hence, our company prioritizes to nurture and provide them
with the opportunities to achieve their maximum competence. We also express our preeminent
desire to serve the needs of our valued customers, business partners and the society in general
by being responsible in creating and delivering our valuable products, services and business
practices.
PROSPERITY
“Prosperity outlook is key to our success”. Our company contributes immensely to the
prosperity of the people and the country. Therefore, we ensure to utilize advanced technologies,
skills and knowledge of a dedicated, well-trained and motivated workforce in delivering high
quality products and services to our esteemed customers.
PROGRESS
“We explore for progress”. Our company believes in sustainable development by investing
in the future of our people, our business, our society and our nation as a whole. Thus, we
continuously explore ways to progress and elevate our practices, our standards and our
expectations.
Organogram of Beverage Unit
Managing Director
Deputy Managing Director
Chief Executive Officer
Head of General
Head of Sales Manager
& Marketing Factory Ops
Distribution
NSM Manager
Plant Manager
Distribution
RTM Assistant Plant

manager
TMM
Figure 3: Organogram of MOON Beverage Unit

Products of Coca Cola in india
There are 7 types of carbonated beverage and 1 mineral water products of Coca-Cola, these
are:
Coca-Cola
Coke Diet
Coca-Cola ZERO
Sprite
Sprite ZERO
Fanta
Kinly
History of moon beverages Limited-Beverage Unit
Moon -Beverage Unit is the authorized bottler of Coca-Cola, Fanta, Sprite & Kinley. The
bottling operation started after acquiring the plant Company ( in 1982. In 1987 the company
made an aggressive move to expand the market byestablishing a new RGB (returnable glass
bottle) bottling plant of 450 BPM (bottles per minute)capacity in gaziabad. With this move the
company immediately gained the market leadership position from the competitors. Strategic
planning in further capacity building, investment in logistics and support services as well as
aggressive marketing approach rewarded the enterprisewith dividends in better market share
and product availability across the territory.
In 1990 the company was awarded the President’s Turtle Award by the President of The Coca-
Cola Company (TCCC) in recognition of its contribution to positioning the brand. This is the
most prestigious reward for bottlers by Coca-Cola.
In 1997 the company established another bottling plant at Chittagong. This state-of-the-art
RGB (returnable glass bottle) bottling plant of 650 BPM capacities is the most modern plant in
the country, equipped with straight-line technology from Germany. This plant was established
to expand the market further and to deliver products at every consumer’s doorstep, even to the
most remote areas of india. Company stopped operation of Chittagong plant in 2005 due to
centralize the factory bottling operation in Comilla.
In 2001, AML Beverage Unit established two production lines for producing products in PET
(Polyethylene Terephthalate) bottles and in Can (metal container) at Comilla named PET-1 &
CAN production line to meet the increasing consumer demand. Capacity of PET-1-line is 200
BPM (Bottle per minute) & CAN line is 300 CPM (Can per minute).
In 2016 company installed another production line named PET-2 Production Line. Capacity of
this highly sophisticated fully German technology production line is 440 BPM (bottles per
minute). This is a Combo Line (PET CSD + Water production in same line).
Company has a vision to expand its market growth. To meet the incremental improvement on
sales forecast, company planned to install another PET production line in 2021.
Strategic Hierarchy of Coca Cola in india
The beverage unit of moon beverages Limited works under two different managements. The
production and quality of the beverage is maintained and strictly monitored by the international
Coca-Cola authority headquartered at Atlanta, USA, whereas the local operations are
maintained under the supervision of Management Board of moon BeverageUnit.
Coca-Cola Structure in india
Coca-Cola is a significant player in india economy and operates its business through two
bottling partners, International Beverages Pvt. Ltd. (IBPL) and Abdul Monem Limited (AML).
One territory under International Beverage Private Limited (IBPL) & the area covered Dhaka
& Rajshahi region. IBPL is a company owned bottling entity, part of Bottling Investment
Group (BIG) of The Coca-Cola Company (TCCC).
Another territory operated by moon beverages Limited-Beverage Unit, a licensed franchise

bottling partner of TCCC, who are authorized to prepare, package, sell & distribute beverages
under trademark of TCCC. Areas covered under AML-Beverage unit are Chittagong, Comilla,
Khulna, Barisal & Sylhet region.
Coca-Cola Bangladesh Limited (CCBL) is the liaison company for Coca-Cola operation in
Bangladesh, responsible for demand creation, brand building, marketing, product development,
consumer response, IMCR (incident management & crisis resolution), etc. CCBL is operated
& controlled by Coca-Cola India (CCI). CCI is the Business Unit (BU) of Coca-Cola & the
area covered India & Southwest Asia (INSWA) under Asia Pacific Group which is directly
controlled by The Coca-Cola Company (TCCC).
Coca-Cola India and South West Asia (INSWA) is one of the fastest growing Business Units
(BU) in the Coca-Cola universe. This BU consists on India, Bangladesh, Sri Lanka, Nepal,
Maldives and Bhutan. Bangladesh is the second largest and fastest growing economy in this
BU. Bangladesh is a young and vibrant nation that has a bright future ahead of it. Coca-Cola is
one of the most loved brands in the country as it represents the youthful aspirations of the
nation.
It is an incredibly local company as through its business system adds approximately BDT 800
crores value added to the Bangladesh economy, which equals to about 0.1% of Bangladesh's
GDP.
Local Management for Beverage Operation
The strategies and operations of the beverage unit of AML are maintained under the control of
the General Managers of corresponding divisions. The General Managers are supervised by the
Chief Executive Officer of the Coca Cola Operations, who is accountable to the Board of
Directors composed of The Managing Director and Deputy Managing Directors. The operation
and performance of the Coca Cola operations of AML are closely monitored by the
International Coca Cola Authority through its regional stations (CCI).
A conceptual flow diagram of the strategy making hierarchy of Abdul Monem Limited is given
below:
Corporate Strategy
Undertaken by the international Coca Cola Authority at Atlanta, USA, delivered and
monitored by the local country
Business Strategy
Crafted by Abdul Momen Ltd. as a part of the group. The Board of Director is
responsible for the Beverage Unit as well as for other units
Operating Strategy within Business

The heads of the different divisions, like establishments, sales, accounts, distribution
and so on. Usually a General Manager is in charge of every Division.
Figure 4: Flow of Strategic Direction of Coca Cola Unit

CHAPTER - 3
INDUSTRY OVERVIEW
Beverage Industry in india
After independence the food habit of Bangladeshi people has been changed a lot. Besides our
traditional food consumer of Bangladesh like to take western food also after 1980s. As a result
of global marketing this was not too hard for the consumers. Different foreign food companies
were established in Bangladesh. Beverage industry is one of them. But more interestingly we
don’t know beverage is also our cultural food because beverage doesn’t mean only carbonated
drinks. Yoghurt, soup and lacchi are also beverage of our own tradition which consumed for
the last 100 years in Bangladesh. But carbonated beverage is new in Bangladesh and today our
research is on carbonated beverage market in Bangladesh and consumer reaction to it.
Carbonated beverage entered into our market in the later part of 1980. At that time there were
only few companies in Bangladesh. But by the change of time and western culture influences
it’s become very popular in Bangladesh. By year 2000 more than 12 Beverage Company
operating business in Bangladesh and most of them are foreign companies.
Major Competition in Beverage Industry
The rivals for the beverage unit of AML range from the rivals producing other carbonated
beverages as well as from the producers of other beverages such as Fruit Juices, Flavored Milk,
Synthetic Drinks and Pure Drinking Water. Notably, the major rivals of AML are:
Rival Beverage Producers are:
➢ Transcom Beverage (Pepsi Cola, 7up, Mirinda)

➢ Pertex Group (RC Cola, RC Lemon)
➢ AMCL – PRAN (Pran Cola, Pran Up, Fruto)
➢ Globe Beverage (Uro Cola, Uro Lemon)
➢ Akij Food and Beverage Limited, AFBL (Lemu, Mojo, Spa, Frutica)
➢ Acme Pharmaceuticals (Acme Juice)
CHAPTER - 4
MARKETING STRATEGIES
The positioning and brand management strategy of the Coca-Cola
The positioning strategy used by Coca-Cola has allowed them to paint a suitable image of
themselves in the mind of their customers as the only “Real One”. They have designed their
positioning strategy so as to draw an effective picture of their products offered for their
customer. Once they had decided the market segment they wanted to target and compete in,
they clearly developed a picture of that targeted market segment and properly defined their
products as part of their positioning strategy. Through their positions strategy they emphasized
on their distinct and unique characteristics with relation to their competitive brands stressing
on their individuality. They associated their product with the customer’s values and knowledge
highlighting their benefits. Their positioning strategy also included comparison of Coca-Cola’s
products with those of their rivals, like Pepsi, so that drive their customers to believe that Coca-
Cola’s products had higher quality and standard.
The Coca-Cola brand has turned out to be one of the most recognizable and a popular brand of
all times and their beverage company is among the world’s largest beverage companies. They
have become a successful brand since they have used a number of different brand management
strategies depending on the market situation and target market. The strategies include hybrid,
manufacturer, and individual, private, family and generic brand management strategies.
However, the most utilized brand management strategy she used is the individual brand
management strategy since all of their major products have individual brand names, like Sprite,
Fanta& Kinley. Coca-Cola’s world-wide recognition comes from the fact that they have spent
billions of dollars to promote and develop their trademark and brand name. Due to this today
more than 95% of our global population recognizes Coca-Cola along with their special writing
and their prominent red and white color.
As a matter of fact, Coca-Cola Company came into being in 1986 and within the past 2 decades,
it has been able to establish itself as one of the leading beverage companies in the world. The
brand used a number of modern marketing techniques which has immensely benefited the
business. This includes aiming their marketing concept totally towards their customers and
allowing the focus of their customers to percolate trough almost every department whether
human resource, production or finance. Another beneficial modern marketing technique
includes taking of all of their important decisions with relevance to the existing market
considerations, position and segmentation. Apart from placing importance on market
implications, there are 3 techniques of modern marketing which the company can highly benefit
from – focusing on customers, coordination and profit orientation. The company’s focus should
always be on the consumer’s viewpoint so that they can totally understand whichproduct or
service the buyer needs. Since the marketing mix is an interconnected system, the entire
marketing program needs to be considered and designed as a whole.
In addition, the marketing techniques used by Coca-Cola allow them to listen to the needs and
demands of the people all over the world who want beverages that extend over a wide variety
of occasions and tastes. Their marketing strategy has allowed them to produce great beverages
which contribute towards each and every community of our world. Their marketing techniques
display their commitment towards diversity, health, education and wellness, thus establishing
them as one of the most successful and powerful brands of all time. Coca-Cola’s marketing
techniques consists of an extremely efficient marketing mix strategy combining product, price,
promotion and place. They not only provide the customers with their products, soft drinks, but
also several services, like movies and holidays, allowing the consumers to be completely
satisfied. Their main pricing strategy includes penetration pricing which has allowed them to
grab a footing in their target market by winning a major part of the market share. After
establishing customer loyalty, Coca-Cola then slowly raised their product prices. Coca-Cola
has always been among the fore-runners in gimmicks and advertising styles and techniques
which fall under promotion of marketing techniques. They have effectively use their
promotional strategies for persuading their customers into buying their original products and
trying the new ones. They have used a combination of public relations, advertising, personal
selling and sales promotion as a part of their marketing techniques. Coca-Cola have also
carefully chosen the place or distribution techniques for their company. Their techniques
include direct, selective, intensive and exclusive distribution. It is completely apparent from
their widespread popularity and reputation that these marketing strategies used by Coca-Cola
has helped them establish themselves as among the most powerful and successful brand of
modern times, one which will fortunately be a complex yet vital part of our modern world
culture.
In a highly competitive world such as ours effective branding and positioning strategies are
extremely essential since it plays as a major force for the company and allows it to retain its
stronghold all over the world. The branding strategies of a company accurately define the
individuality of the company, its products and services. Every company, whether small or large,
consider their branding strategies to be an important part of the entire business. Through their
branding strategies they establish themselves as a brand name which represents quality and
standard to their customers. A brand name helps the differentiation among customers based on
their unique qualities from other similar products.
Additionally, the positioning strategy of a company helps it to establish the profitability of their
various products and services. In order for a company to be successful simply having a quality
product is not enough in our capitalistic world economy. The products and services must have
a distinct and clear image and should be offered to the target customers at competitive prices.
This is what a positioning strategy creates. Therefore, positioning strategies helps companies
create a useful and desired image of the product for the customers, producing a direct contact
between them and the company.
The Coca-Cola Company aims to be globally known, they do this by targeting different areas
across the globe with different products, gaining their brand name and popularity. All the
bottling partners work closely with their customers such as convenience stores, grocery stores,
eating & drinking stores and modern trade to create and use localized strategies developed in
partnership with the Company. Their competition with other beverage companies are also
narrowed down as they own various brands that could be possible competition. For example,
the company sells Coke without the competition of other popular soft drink brands like Sprite
and Fanta because the company owns those brands as well. The company often reviews and
evaluates their business plans and performance to improve their earnings and analyze their
competitive position in the market. They make decisions in realigning their business models to
match the objectives of the company by using strategies and tactics in the analysis of their
performance.
Marketing Mix (4Ps) of Coca-Cola india:
Product
Product line of Coca-Cola in india
Coca-Cola
Sprite
Fanta
Diet Coke
Coke Zero Sprite
Zero
Kinley (Packaged drinking water)
CompanyHistory

subsidiary, Coca-Cola India Private Limited and re-launched Coca- Cola
in 1993 after the opening up of the Indian economy to foreign
through a model that supports bottling operations, both company owne
India include Coca-Cola, Coca-Cola Zero, Diet Coke, Thumps Up,
Fanta ,Limc a, Sprite, Maaza, Minute Maid range of juices, Georgia and
Georgia gold range of hot and cold tea and coffee options, Kinleyand
Bonagura packaged drinking water, Kinley Club Soda, BURN, Kinley
Glico a land Voting.
In India, the Coca-Cola system comprises of a wholly owned subsidiary

of The Coca-Cola Company namely Coca-Cola India Pvt. Ltdwhich
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 trademarksof 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.Theseauthorized bottlers independently develop local
markets and distributebeverages to grocers, small retailers,
supermarkets, restaurants andnumerous other businesses. In turn, these
customers make o ur beveragesavailabletoconsumersacrossIndia.
The Coca-Cola system in India has already invested USD 2 Billion till 2011, since it sore-entry into
India. The company will be investing another USD 5 Billion till the year2020. 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
1,50,000peopleinrelatedindustriesthroughitsvastprocurement,supplyanddistributionsystem. 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 thatif 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 “anextraproductionof1000cases generates an extra employment of410man days.”
As a Company, our products are an integral part of the micro economy particularly in small towns
and villages, contributing to creation of jobs and growth in GDP. Coca-Cola in India is amongst the
largest domestic buyers of certain agricultural products.
As an industry which has strong backward and forward linkages, our operations catalysisgrowth in
demand for products like glass, plastic, refrigeration, transportation,andIndustrial and agricultural
products. Our operations also lead to incremental growthforenterprises engaged in post-production
activities like merchandising, marketing andsales. In addition, we share best practices and
technological advancements with oursuppliers, vendors and allied industries which often lead to
improvement in the overallstandardsof qualityacrossindustries
The Coca-Cola Company has always placed high value on good citizenship. Our basicproposition entails
that our Company’s business should refresh the market; enrichtheworkplace; protect and preserve the
environment; and strengthen the community.
Weleverage our unique strengths to actively support and respond to local needs — be ittheneed for
education, health, water or nutrition. We have used our distribution network
fordisasterrelief,ourmarketingprowesstoraiseawarenesson issuessuchasPETrecycling, and our
presence in communities to improve access to education and potablewater. TheCoca-Cola India
Foundation is now taking forward in the community at large,projects and programs of social relevance
to carry forward the message of inclusivegrowthanddevelopment.
BEVERAGEINDUSTRYININDIA
InIndia,beverages formanimportant partofthelivesofpeople.It is an
Beverage
Fruit, Colas, Wine,B Beer,W

Juice,Coffee,
soda, randy
Tea,Packag hisky
Tonic
Water
industry,inwhichtheplayersconstantlyinnovate,inordertocomeupwithbetterproductstogainm ore consumers

and satisfy thee existing consumers.
THECOCA-COLACOMPANY
Coca-Cola was first introduced byJohn Syth Pemberton, a pharmacist,

intheyear1886inAtlanta,Georgiawhenheconcoctedcaramel-
coloredsyrupinathree-
leggedbrasskettleinhisbackyard.Hefirst“distributed”theproduct by carrying it
in a jug down the street to Jacob’s Pharmacy andcustomers bought the drink
for five cents at the soda fountain. Carbonatedwater was teamed with the new
syrup, whether by accident or otherwise,producing a drink that was
proclaimed“delicious and refreshing”, a themethatcontinuesto echo
todaywhereverCoca-Colaisenjoyed.
Coca-Cola bottling plant opens in1950 in New Delhi, India , operated byPure
Drinks Ltd. In 1951 Bombay plant opens, also operated by Pure DrinksLtd. In
1953 and 1954 Calcutta & Kanpur bottling plant opens cont. 1973 wasthe time
when 22 bottling plant operated in 13 states. Coca-Cola buys a no. ofbottlers in
India. Integration of all bottling units into 1 pans India Companybottler,
HCCBPL in 1997-1999. In July 2005,HCCBPL becomes a
separatebottlingentity
Mission:

againstactions anddecisions:
Torefreshtheworld…
To inspire moments of optimism and happiness…To
create value andmake adifference.
Vision:
The vision of Coca-Cola is the framework for their guides of every aspect of itsbusiness.It
ispresentedin6Ps:
6. People:Beagreatplaceto workwherepeopleareinspiredto bethebesttheycanbe.
7. Portfolio:Bring to theworld a portfolio ofquality beveragebrands that anticipateand
satisfypeople'sdesiresandneeds.
8. Partners:Nurtureawinningnetworkofcustomersandsuppliers,togetherwecreatemutual,e
nduringvalue.
9. Planet:Bearesponsiblecitizenthatmakesadifferencebyhelpingbuildandsupportsustaina
blecommunities.
10. Profit:Maximizelong-
Productivity:Beahighlyeffective,leanandfat-movingorganization
2) RGB-Maaza(Maaza)

7) RGB Maaza-600BPM
8) PETCSD-140 BPM
11) TetraPak-400PPM
COCA-COLAPRODUCTS
10) COCA-COLA
Is the most popular and biggest-selling soft drink in history, as well as thebest-known
brand in the world. It was created in 1886 in Atlanta, Georgia, by Dr.John S.Pemberton. Coca-Cola
might owe its origins to the United States, but its popularity hasmadeittrulyuniversal.
11) SPRITE
Introduced in 1961, Sprite is the world's leading lemon-lime flavoredsoftdrink.

Sprite is sold in more than 190 countries and ranks as the No. 3 soft drinkworldwide, with a
strong appeal to young people. Millions of people enjoy
Spritebecauseofitscrisp,cleantastethatreallyquenchesyourthirst.
12) FANTA
FantaOrangeistheleadingflavorbutalmosteveryfruitgrownisavailableas a Fanta flavor

somewhere. Consumed more than 130 million times every day around theworld,consumers love
Fanta for its great,fruitytaste.
13) DIET COKE
Diet Coke, also known as Coca-Cola light, is a sugar- and calorie- freesoft drink
with a deliciously crisp taste that gives you a light boost in your busyday.Today, Diet Coke/Coca-
Cola light is one of the largest and most successful brands ofTheCoca-
ColaCompany,availableinover150 markets around theworld.
14) MAAZA
Maaza was introduced in India in 1984 as a non-carbonated mango fruitdrink.

It was acquired by The Coca-Cola Company in 1993 and is currentlyavailable
inthreeflavors,mango,pineappleand orange,plusadded calcium.
15) THUMS UP
ThumsUp is a brand of cola in India. The logo is a red thumbsup .It wasintroduced
in1977 tooffsetthe withdrawal of The Coca-Cola Company from India.
16) LIMCA
Limca is a lemon and lime flavoured carbonated soft drink madeprimarily

in India and certain parts of the U.S. One of Limca's original andvery popular
taglineswas"Limca.It's veriveriLime & Lemoni."
17) KINLEY WATER
Kinley water has added minerals which is necessary for body. It isavailable in many
sizes like 500 ml and 1 ltr and 2 ltr bottle. It goes through and uv treatment to make the
waterpurify.The taste of the water is very fine and very sweet soitfelt good to drink.
18) MINUTE MAID
Minute Maid is a product line of beverages, usually associated with lemonade or

orange juice, but now extends to soft drinks of many kinds.Minute Maidwas the first company to
market orange juice concentrate. The Minute Maid companyisownedbyTheCoca-
ColaCompany,andistheworld'slargestmarketeroffruitjuices.
Water used in the beverage industry has to be treated to remove undesirable substances and to control
the alkalinity. A drink made from untreated water or water of poor quality would result in off tastes in
the finished beverage.
underpressureandgivesasparklingappearancetothedrinkwhenpoured.Italsoenhancesth e flavour and
gives a pleasant refreshing 'lift' to the drink. Carbon dioxide also contributes to the inhibition of
micro-organisms, particularly at higher carbonation volume.
Flavouring syrup is normally a concentrated solution of a sweetener (sugar or artificial),an acidulant
for tartness, flavouring, and a preservative when necessary. Theflavouring syrup is made in two steps.
First, a “simple syrup” is prepared by making asolution of water and sugar. This simple sugar solution
can be treated with carbon andfiltered if the sugar quality is poor. All of the other ingredients are then
added in a precise order tomakeup what is called a“finished syrup.”
Concentrate is an essential component in all soft drinks. Without the addition ofitmost drinks
would taste like sweetned acidified water. It is supplied to all Coca- cola plants in India
fromPune.
Mango or Orange Pulp is used in making Maaza and other Minute Maid products.Mangoes used are
Alfanso and Totapuri. The product mango pulp is obtainedbyprocessingofsound,mature,ripened Totapuri
mangoes possessing the characteristics flavourand colour.

7) Low alkalinity
11) Low salt content
12) Biological clean
13
2) Oil Orissa
3) Oil well
Source water is obtained from IDCO through pipeline. It is supplied from a pump house situated at 15kms
from Khurda plant on the bank of river "Daya". During rainy season,water carries high turbidity and
pesticide residues which is taken care by settling tank prior to being supplied to the plant. Another source
of water is from a well 2kms
StorageTank:1)500kl
2)1000 kl
3)1500 kl

WTP
OLDWTP NEWWTP
Raw water is taken from different sources and stored in storage tank. The plant has three storage
tank. Presurized Sand Filters (PSF) consist of multiple layer of sand,pebbles and granules with
variety in size and specific gravity. PSF is
highlyrecommendedfortheremovalofsuspendedsolids&undissolvedimpuritieslikedustpa rticles &
heavy metals etc. PSF reduces turbidity. PSF is an ideal solution for the systems with high
sediment,silt,sand,and turbidity.
Activated Carbon Filters (ACF) can effectively reduce some of these organic chemicalsas well as
certain harmless taste- and odor-producing compounds. The medium for an activated carbon filter can
be one of many carbon-based materials, but is typically petroleum coke and bituminous coal. The
length of contact time between the water andthe carbon which is determined by the rate of water flow
also affects contaminant adsorption. Greater contact time can allow for greater adsorption of
contaminants.
contaminantremoval.Forinstance,lesscarbonisgenerallyrequiredto remove tasteandodor-producing
compounds.
Degasser is used to remove gasses from drilling fluid which could otherwiseformbubbles.
It removes the carbonic acid formed by breaking it to CO2 andH2O.Water isnowstored in
the Blending Tank where chlorinedosing is done.
Water is filtered by Ultrafiltration for the removal of particulates and macromoleculesfrom raw water to
produce potable water. It has been used to either replace
existingsecondary(coagulation,flocculation,sedimentation)andtertiaryfiltration(sandfiltrat ionand
chlorination) systems employed in water treatment plant. UF processes are currentlypreferred
overtraditionaltreatmentmethodsforthefollowing reasons:
1)Nochemicalsrequired(asidefromcleaning)2)Constantproductqualityregardless of
feedquality
Now, treated water is stored in the Storage Tank . After this the water is sent to Leadand Lag ACF
tank. Water is then passed through 5µ filter for removal of all unwantedand harmful microbes. UV
removes all microbes by killing them by DNA denaturation.Water is then finally passed through 3µ
filter which gives water sparklingappearance.Water is then sent through 1µ filter. Water from here is
supplied to variousproductionlines.
Raw water is supplied from river Daya. This water is stored in three different storagetank. Solid
contact clarifier (SCC) provides for coagulation, flocculation,
,calciumhydroxide,calciumhypochloridearepresentwhichcoagulatesandremovesturbidityof the water.
Clarified Water Tank (CWT) stores the water. It is generally used to remove solidparticulates
or suspended solids from liquid for clarification. The clarifier works
Pressurized Sand Filters (PSF) consist of multiple layer of sand, pebbles and granuleswith variety in
size and specific gravity. PSF is highly recommended for the removal ofsuspended solids &
undissolved impurities like dust particles & heavy metalsetc. PSFreduces turbidity. Activated Carbon
Filters (ACF) can effectively reduce some ofthese organic chemicals as well as certain harmless taste-
and odor- producingcompounds.The medium for an activated carbon filter can be one of many carbon-
basedmaterials, but is typically petroleum coke and bituminous coal.The length of contacttime
between the water and the carbon which is determined by the rate of water flowalso affects
contaminant adsorption. Greater contact time can allow for greateradsorption of contaminants. Also,
the amount of carbon in the filter affects contaminantremoval. For instance, less carbon is generally
required to remove taste andodor-producing compounds
Water is then sent through 10µ filter for removal of all organic matter includingmicrobes.
Water is then passed through 5µ filter for all organic matterincludingmicrobes.
UV removes all microbes by killing them by DNA denaturation. Water is then passedthrough1µfilter.This
waterisusedin CIPoftheplantandin blendingofthebeverage.
14) pH
19) TotalHardness
20) CalciumHardness
21) IronTest
22) ChlorideTest
23) SulphateTest
CIP OF THE PLANT
CIP(CleanInPlace)iscleaningandsanitizingsystemwheredetergentsandsanitizingagents along with

water is circulated throughout the interior surfaces of pipes, vessels,processequipment, filters and
associated fittings. The benefit to industries that use CIPisthatthe
It is used to remove in-process residues, control bioburden, and reduce endotoxin levelswithin
processing equipment and systems. Residue removal is accomplished during CIPwith
acombinationofheat,chemicalaction,andturbulent flow.
TypesofCIP:
4) 3-stephotlye-
5) 3-stephotwater-
(10mins)Hotwater (85⁰C) (15mins) Recoverywater/Treatedwater(10mins)
6) 5-stepCIP-
Company History

subsidiary, Coca-Cola India Private Limited and re-launched Coca-
Colain 1993 after the opening up of the Indian economy to foreign
through a model that supports bottling operations, both company owne
India include Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta
,Limca, Sprite, Maaza, Minute Maid range of juices, Georgia
andGeorgia gold range of hot and cold tea and coffee options, Kinley
andBonaqua packaged drinking water, Kinley Club Soda, BURN,
Kinley Glucojal and Vitingo.
In India, the Coca-Cola system comprises of a wholly owned

subsidiaryof The Coca-Cola Company namely Coca-Cola India Pvt. Ltd
whichmanufactures and sells concentrate and beverage bases and
powderedbeverage mixes, a Company-owned bottling entity, namely,
HindustanCoca-Cola Beverages Pvt. Ltd; thirteen licensed bottling
partners of TheCoca-Cola Company, who are authorized to prepare,
package, sell anddistribute beverages under certain specified trademarks
of The Coca-Cola Company; and an extensive distribution system
comprising of ourcustomers, distributors and retailers. Coca-Cola India
Private Limitedsells concentrate and beverage bases to authorized
bottlers who areauthorized to use these to produce our portfolio of
beverages.Theseauthorized bottlers independently develop local
markets and distributebeverages to grocers, small retailers,
supermarkets, restaurants andnumerous other businesses. In turn, these
customers make our beveragesavailabletoconsumersacrossIndia.
The Coca-Cola system in India has already invested USD 2 Billion till 2011, since itsre-entry into
India. The company will be investing another USD 5 Billion till the year2020. The Coca-Cola system
in India directly employs over 25,000 people includingthose on contract. The system has created
indirect employment for more than
1,50,000peopleinrelatedindustriesthroughitsvastprocurement,supplyanddistributionsystem.We strive to
ensure that our work environment is safe and inclusive and that there areplentiful opportunities forour
peoplein Indiaandacross theworld.
The beverage industry is a major driver of economic growth. A National Council ofApplied Economic
Research (NCAER) study on the carbonated soft-drink industryindicates that this industry has an output
multiplier effect of 2.1. This means thatif oneunit of output of beverage is increased, the direct and
indirect effect on the economy willbe twice of that. In terms of employment, the NCAER study notes
that “anextraproductionof1000cases generates an extraemployment of410man days.”
As a Company, our products are an integral part of the micro economy particularly insmall towns
and villages, contributing to creation of jobs and growth in GDP. Coca-ColainIndiaisamongst
thelargestdomesticbuyers ofcertain agriculturalproducts.
As an industry which has strong backward and forward linkages, our operations catalysisgrowth in
demand for products like glass, plastic, refrigeration, transportation,andIndustrial and agricultural
products. Our operations also lead to incremental growthforenterprises engaged in post-production
activities like merchandising, marketing andsales. In addition, we share best practices and
technological advancements with oursuppliers, vendors and allied industries which often lead to
improvement in the overallstandardsof qualityacrossindustries
The Coca-Cola Company has always placed high value on good citizenship. Our basicproposition entails
that our Company’s business should refresh the market; enrichtheworkplace; protect and preserve the
environment; and strengthen the community.
Weleverage our unique strengths to actively support and respond to local needs — be ittheneed for
education, health, water or nutrition. We have used our distribution network
fordisasterrelief,ourmarketingprowesstoraiseawarenesson issuessuchasPETrecycling, and our
presence in communities to improve access to education and potablewater. TheCoca-Cola India
Foundation is now taking forward in the community at large,projects and programs of social relevance
to carry forward the message of inclusivegrowthanddevelopment.
BEVERAGEINDUSTRYININDIA
InIndia,beverages formanimportant partofthelivesofpeople.It is an
Beverage
Fruit, Colas, Wine,B Beer,W

Juice,Coffee,
soda, randy
Tea,Packag hisky
Tonic
Water
industry,inwhichtheplayersconstantlyinnovate,inordertocomeupwithbetterproductstogainm oreconsumers
andsatisfytheexistingconsumers.
5
THECOCA-COLACOMPANY
Coca-Cola was first introduced byJohn Syth Pemberton, a pharmacist,

intheyear1886inAtlanta,Georgiawhenheconcoctedcaramel-
coloredsyrupinathree-
leggedbrasskettleinhisbackyard.Hefirst“distributed”theproduct by carrying it
in a jug down the street to Jacob’s Pharmacy andcustomers bought the drink
for five cents at the soda fountain. Carbonatedwater was teamed with the new
syrup, whether by accident or otherwise,producing a drink that was
proclaimed“delicious and refreshing”, a themethatcontinuesto echo
todaywhereverCoca-Colaisenjoyed.
Coca-Cola bottling plant opens in1950 in New Delhi, India , operated byPure
Drinks Ltd. In 1951 Bombay plant opens, also operated by Pure DrinksLtd. In
1953 and 1954 Calcutta & Kanpur bottling plant opens cont. 1973 wasthe time
when 22 bottling plant operated in 13 states. Coca-Cola buys a no. ofbottlers in
India. Integration of all bottling units into 1 pans India Companybottler,
HCCBPL in 1997-1999. In July 2005,HCCBPL becomes a
separatebottlingentity
Mission:

againstactions anddecisions:
Torefreshtheworld…
To inspire moments of optimism and happiness…To
create value andmake adifference.
Vision:
The vision of Coca-Cola is the framework for their guides of every aspect of itsbusiness.It
ispresentedin6Ps:
11. People:Beagreatplaceto workwherepeopleareinspiredto bethebesttheycanbe.
12. Portfolio:Bring to theworld a portfolio ofquality beveragebrands that
anticipateandsatisfypeople'sdesiresandneeds.
13. Partners:Nurtureawinningnetworkofcustomersandsuppliers,togetherwecreatemutual,
e nduringvalue.
14. Planet:Bearesponsiblecitizenthatmakesadifferencebyhelpingbuildandsupportsustain
a blecommunities.
15. Profit:Maximizelong-
Productivity:Beahighlyeffective,leanandfat-movingorganization
7
2) RGB-Maaza(Maaza)

12) RGB Maaza-600BPM
13) PETCSD-140 BPM
16) TetraPak-400PPM
COCA-COLAPRODUCTS
19) COCA-COLA
Is the most popular and biggest-selling soft drink in history, as well as thebest-known
brand in the world. It was created in 1886 in Atlanta, Georgia, by Dr.John S.Pemberton. Coca-Cola
might owe its origins to the United States, but its popularity hasmadeittrulyuniversal.
20) SPRITE
Introduced in 1961, Sprite is the world's leading lemon-lime flavoredsoftdrink.

Sprite is sold in more than 190 countries and ranks as the No. 3 soft drinkworldwide, with a
strong appeal to young people. Millions of people enjoy
Spritebecauseofitscrisp,cleantastethatreallyquenchesyourthirst.
21) FANTA
FantaOrangeistheleadingflavorbutalmosteveryfruitgrownisavailableas a Fanta flavor

somewhere. Consumed more than 130 million times every day around theworld,consumers love
Fanta for its great,fruitytaste.
22) DIET COKE
Diet Coke, also known as Coca-Cola light, is a sugar- and calorie- freesoft drink
with a deliciously crisp taste that gives you a light boost in your busyday.Today, Diet Coke/Coca-
Cola light is one of the largest and most successful brands ofTheCoca-
ColaCompany,availableinover150 markets around theworld.
23) MAAZA
Maaza was introduced in India in 1984 as a non-carbonated mango fruitdrink.

It was acquired by The Coca-Cola Company in 1993 and is currentlyavailable
inthreeflavors,mango,pineappleand orange,plusadded calcium.
24) THUMS UP
ThumsUp is a brand of cola in India. The logo is a red thumbsup .It wasintroduced
in1977 tooffsetthe withdrawal of The Coca-Cola Company from India.
25) LIMCA
Limca is a lemon and lime flavoured carbonated soft drink madeprimarily

in India and certain parts of the U.S. One of Limca's original andvery popular
taglineswas"Limca.It's veriveriLime & Lemoni."
26) KINLEY WATER
Kinley water has added minerals which is necessary for body. It isavailable in many
sizes like 500 ml and 1 ltr and 2 ltr bottle. It goes through and uv treatment to make the
waterpurify.The taste of the water is very fine and very sweet soitfelt good to drink.
27) MINUTE MAID
Minute Maid is a product line of beverages, usually associated with lemonade or

orange juice, but now extends to soft drinks of many kinds.Minute Maidwas the first company to
market orange juice concentrate. The Minute Maid companyisownedbyTheCoca-
ColaCompany,andistheworld'slargestmarketeroffruitjuices.
Water used in the beverage industry has to be treated to remove undesirable substances and to control
the alkalinity. A drink made from untreated water or water of poor quality would result in off tastes in
the finished beverage.
underpressureandgivesasparklingappearancetothedrinkwhenpoured.Italsoenhancesth e flavour and
gives a pleasant refreshing 'lift' to the drink. Carbon dioxide also contributes to the inhibition of
micro-organisms, particularly at higher carbonation volume.
Flavouring syrup is normally a concentrated solution of a sweetener (sugar or artificial),an acidulant
for tartness, flavouring, and a preservative when necessary. Theflavouring syrup is made in two steps.
First, a “simple syrup” is prepared by making asolution of water and sugar. This simple sugar solution
can be treated with carbon andfiltered if the sugar quality is poor. All of the other ingredients are then
added in a precise order tomakeup what is called a“finished syrup.”
Concentrate is an essential component in all soft drinks. Without the addition ofitmost drinks
would taste like sweetned acidified water. It is supplied to all Coca- cola plants in India
fromPune.
Mango or Orange Pulp is used in making Maaza and other Minute Maid products.Mangoes used are
Alfanso and Totapuri. The product mango pulp is obtainedbyprocessingofsound,mature,ripened Totapuri
mangoes possessing the characteristics flavourandcolour.

13) Low alkalinity
17) Low salt content
18) Biological clean
2) Oil Orissa
3) Oil well
Source water is obtained from IDCO through pipeline. It is supplied from a pump house situated at 15kms
from Khurda plant on the bank of river "Daya". During rainy season,water carries high turbidity and
pesticide residues which is taken care by settling tank prior to being supplied to the plant. Another source
of water is from a well 2kms
StorageTank:1)500kl
2)1000 kl
3)1500 kl

WTP
OLDWTP NEWWTP
Raw water is taken from different sources and stored in storage tank. The plant has three storage
tank. Presurized Sand Filters (PSF) consist of multiple layer of sand,pebbles and granules with
variety in size and specific gravity. PSF is
highlyrecommendedfortheremovalofsuspendedsolids&undissolvedimpuritieslikedustpa rticles &
heavy metals etc. PSF reduces turbidity. PSF is an ideal solution for the systems with high
sediment,silt,sand,and turbidity.
Activated Carbon Filters (ACF) can effectively reduce some of these organic chemicalsas well as
certain harmless taste- and odor-producing compounds. The medium for an activated carbon filter can
be one of many carbon-based materials, but is typically petroleum coke and bituminous coal. The
length of contact time between the water andthe carbon which is determined by the rate of water flow
also affects contaminant adsorption. Greater contact time can allow for greater adsorption of
contaminants.
contaminantremoval.Forinstance,lesscarbonisgenerallyrequiredto remove tasteandodor-producing
compounds.
Degasser is used to remove gasses from drilling fluid which could otherwiseformbubbles.
It removes the carbonic acid formed by breaking it to CO2 andH2O.Water isnowstored in
the Blending Tank where chlorinedosing is done.
Water is filtered by Ultrafiltration for the removal of particulates and macromoleculesfrom raw water to
produce potable water. It has been used to either replace
existingsecondary(coagulation,flocculation,sedimentation)andtertiaryfiltration(sandfiltrat ionand
chlorination) systems employed in water treatment plant. UF processes are currentlypreferred
overtraditionaltreatmentmethodsforthefollowing reasons:
1)Nochemicalsrequired(asidefromcleaning)2)Constantproductqualityregardless of
feedquality
Now, treated water is stored in the Storage Tank . After this the water is sent to Leadand Lag ACF
tank. Water is then passed through 5µ filter for removal of all unwantedand harmful microbes. UV
removes all microbes by killing them by DNA denaturation.Water is then finally passed through 3µ
filter which gives water sparklingappearance.Water is then sent through 1µ filter. Water from here is
supplied to variousproductionlines.
Raw water is supplied from river Daya. This water is stored in three different storagetank. Solid
contact clarifier (SCC) provides for coagulation, flocculation,
,calciumhydroxide,calciumhypochloridearepresentwhichcoagulatesandremovesturbidityof the water.
Clarified Water Tank (CWT) stores the water. It is generally used to remove solidparticulates
or suspended solids from liquid for clarification. The clarifier works
Pressurized Sand Filters (PSF) consist of multiple layer of sand, pebbles and granuleswith variety in
size and specific gravity. PSF is highly recommended for the removal ofsuspended solids &
undissolved impurities like dust particles & heavy metalsetc. PSFreduces turbidity. Activated Carbon
Filters (ACF) can effectively reduce some ofthese organic chemicals as well as certain harmless taste-
and odor- producingcompounds.The medium for an activated carbon filter can be one of many carbon-
basedmaterials, but is typically petroleum coke and bituminous coal.The length of contacttime
between the water and the carbon which is determined by the rate of water flowalso affects
contaminant adsorption. Greater contact time can allow for greateradsorption of contaminants. Also,
the amount of carbon in the filter affects contaminantremoval. For instance, less carbon is generally
required to remove taste andodor-producing compounds
Water is then sent through 10µ filter for removal of all organic matter includingmicrobes.
Water is then passed through 5µ filter for all organic matterincludingmicrobes.
UV removes all microbes by killing them by DNA denaturation. Water is then passedthrough1µfilter.This
waterisusedin CIPoftheplantandin blendingofthebeverage.
26) pH
31) TotalHardness
32) CalciumHardness
33) IronTest
34) ChlorideTest
35) SulphateTest
CIP OF THE PLANT
CIP(CleanInPlace)iscleaningandsanitizingsystemwheredetergentsandsanitizingagents along with

water is circulated throughout the interior surfaces of pipes, vessels,processequipment, filters and
associated fittings. The benefit to industries that use CIPisthatthe
It is used to remove in-process residues, control bioburden, and reduce endotoxin levelswithin
processing equipment and systems. Residue removal is accomplished during CIPwith
acombinationofheat,chemicalaction,andturbulent flow.
TypesofCIP:
7) 3-stephotlye-
8) 3-stephotwater-
(10mins)Hotwater (85⁰C) (15mins) Recoverywater/Treatedwater(10mins)
9) 5-stepCIP-
COCA-COLA
Coca-Cola is the world’s favorite soft drink and has been enjoyed since 1886. It is now the
most recognized trademark in the world, available everywhere in the world. Coca-Cola was
introduced in Bangladesh in 1963 and has been an accelerator for spreading joy ever since.
Secret of Coca-Cola formula: The formula for making Coca-Cola is a trade secret. The
company has protected the special taste of Coca-Cola for more than 132 years. Only The Coca-
Cola Company (TCCC) knows how to make Coca-Cola. That way, when someone buy Coca-
Cola drinks, you can be sure you’re getting the same delicious and refreshing experience time
and time again!
The most closely guarded and best-kept secret in the food and drinks industry, the Coca-
Cola formula is a complex blend of natural flavors. Although it has been frequently imitated,
it has never been replicated.
Only a few people know the secret formula of Coca-Cola in the world. Dr. John S. Pemberton
invented Coca-Cola in 1886. Since then, the formula has been kept under wraps, shared only
with a small group. The secret formula of Coca-Cola is written on a piece of paper which is
kept in a vault in the United States. Anyone can visit of Coca-Cola the Vault of the Secret
Formula at the World of Coca-Cola in Atlanta.
Ingredients: Carbonated water, Sugar, Acidulant, Color,

Natural Flavors and Caffeine
Packs available: 200ml, 250 ml, 500 ml, 1 ltr, 2 ltr, 2.25 ltr
Nutrition facts: Energy: 44 kCal, Protein: 0 Gram, Carbohydrate:

11 Gram, Fat: 0 Gram
SPRITE
Crisp, refreshing and Transparent, Sprite is the world’s leading lemon and lime-flavored soft
drink. It first hit shop shelves back in 1961 and since its inception, Sprite has not only
established itself as a brand which successfully boasts it's 'cut-thru' perspective with an
authentic, edgy, irreverent, urban and straight forward style, but has also achieved status of an
undisputed youth 'badge' brand.
Ingredients: Carbonated water, Sugar, Acidulates, Preservative and

Natural Flavors.
Packs available: 200ml, 250 ml, 500 ml, 1ltr, 1.5 ltr, 2 ltr, 2.25 ltr
Nutrition facts: Energy: 48 kCal, Protein: 0 Gram, Carbohydrate: 12

Gram, Fat: 0 Gram
FANTA
Bright, bubbly and a popular favorite, Fanta Orange is a soft drink with a tangy, fruity taste.
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 colour, tempting taste and tingling
bubbles that not just uplift feelings but also helps free the spirit, thus, encouraging one to
indulge in the moment.
Ingredients: Carbonated water, Sugar, Acidulants, Stabilizers, Clouding

Agent, Preservative, Colors and Artificial Flavors
Packs available: 200ml, 250ml, 500ml, 1 ltr, 1.5 ltr,
Nutrition facts: Energy: 52 kCal, Protein: 0 Gram, Carbohydrate: 13 Gram,

Fat: 0 Gram
Diet Coke
Diet Coke, also known as Coca-Cola Light in some markets, is a sugar-free soft drink. It was
first introduced in the United States since 1982, as the first new brand since 1886 to use the
Coca-Cola Trademark. Today, Diet Coke/Coca-Cola Light is one of the largest and most
successful brands of The Coca-Cola Company, available in more than 150 markets around the
world including india
Ingredients: Carbonated water, Acidulants, Artificial Sweeteners,

Preservative, Caffeine, Color and Natural Flavors.
Packs available: 250ml Can
Nutrition facts: Energy: 0.2 kCal Protein: 0 Gram Carbohydrate: 0 Gram

Fat: 0 Gram
Coca-Cola Zero
Coca-Cola Zero is one of The Coca-Cola Company’s most successful and significant
innovations. It offers the same ‘Great Coke Taste, with Zero Sugar’. Launched in 2005 in
America, Coca-Cola Zero is now available in 150 countries including india where it was
launched in 2017. Coca-Cola Zero is one of the $20 billion brands of the Coca-Cola Company
in revenue terms and is one of the fastest to this milestone.

Preservative, Caffeine, Color and Natural Flavors
Packs available: 250ml Can & PET
Nutrition facts: Energy: 0.3 kCal, Protein: 0 Gram, Carbohydrate: 0 Gram,

Fat: 0 Gram
Sprite Zero Sugar
Sprite Zero Sugar, a sugar-less variant of the classic and original lemon-lime beverage – Sprite,
offers the same refreshing taste but without the calories. As with the classic version of Sprite,
Sprite Zero Sugar is also caffeine free. Sprite Zero Sugar was launched in Bangladesh in 2017.

Preservative and Natural Flavors
Packs available: 250ml Can
Nutrition facts: Energy: 0.6 kCal, Protein: 0 Gram, Carbohydrate: 0 Gram,

Fat: 0 Gram
Kinley
Kinley packaged water, was launched in india in December 2016 and comes with the assurance
of safety from The Coca-Cola Company. Kinley undergoes a reverse-osmosis technique along
with the latest technology to ensure purity of our product. Because we believethat right to pure,
safe drinking water is fundamental.
Ingredients: Treated water, Salts of Sodium & Magnesium.
Packs available: 500 ml, 1 ltr & 2 ltr

Price
The prices of Coca-Cola products vary according to the brand and the size. Each sub-brand of
coca cola has different pricing strategy. Their pricing strategy is based on the competitors
pricing, Pepsi is the direct competitor to coke.
Price Per Unit Brand (Main Price Per

Product Volume Brand
(BDT) Rival PepsiCo) Unit (BDT)
Glass Bottle Coca Cola 15 Pepsi 15
Sprite 15 Mirinda 15
Fanta 15 Mountain Dew 15
250 ML PET Coca Cola 20 Pepsi 18
Sprite 20 7-up 18
Fanta 20 Merinda 18
500 ML PET Coca-Cola 40 Pepsi 35
Sprite 40 7-Up 35
Fanta 40 Merinda 35
Kinley 10 Aquafina 15
1 Litre PET Coca Cola 60 Pepsi 55
Sprite 60 7-Up 50
Fanta 60 Merinda 60
2 Litre PET Coca Cola 100 Pepsi 100
Sprite 100 7-Up 100

Distribution
For more than hundred centuries The Coca-Cola Company has dominated the world’s market
for beverage. The main products of The Coca-Cola Company like Coca-Cola, Sprite, Fanta,
Kinley, etc. are available at any location in the world. Many factors contribute to Coca-cola
Company’s enduring success of high-quality products, feasible and efficient manufacturing and
steady stream if innovative new products, and a lean organization that makes them responsive
to customer needs. The biggest reason for Coca-Cola Company’s success has beentheir system
of distribution & product support and the close customer relationship. The backbone of that
system is their uncountable dealers around the world who sell their products. Coca-Cola
Company and its dealers work in close harmony to find better ways to bring values tocustomer.
The close relationship between Coca-Cola Company and its dealers come down to more thanjust formal
contracts and business agreements.
Dealer profitability: When times are good, Coca-Cola Company shares the bounty with dealers rather
than trying to grab all those riches for itself. When times are bad, Coca-Cola Company emerged with the
distribution systemintact and its competitivepositionstronger thanever.
The Coca-Cola Company sells its products by bottling and canning operations. The distributors
reached the coke to the wholesalers and the wholesalers reached it to retailers. And at last the
customers buy coca cola from retailer shop.
Distribution channel of moon beverages-Beverage Unit:
Producer/ Producer/
Manufacturer Manufacturer
Regional Sales
Depots
Distributor Distributor
Retailer Retailer
Consumer Consumer
There are 260 numbers of Distributors across the AML territory. Total number of retailers in
AML region: 42,000 numbers and 4 types of retailer shops are available—E&D (Eating &
Drinking), Convenience, Grocery & Modern Trade.
Promotion
Advertising the Coca-Cola Company uses advertising as its main source of increasing
consumer awareness. It mainly uses the television. There are many television advertisements
on Coca-Cola products. This source allows the company’s products to reach a large audience.
In Bangladesh, Coca-Cola promotion is the event base ad like Pohela Boishak, Basha Dibosh,
Eid festival, Sports, etc.Coca-Cola is the most popular and biggest-selling soft drink in
Bangladesh in Cola segment, as well as the best-known product in the world. Coca-Cola is the
oldest brand in Bangladesh.
Communication
Coca-Cola Company communicates with its dealers fully, frequently & honestly. There is no
secrets (except cona-cola formula) between them. They have financial statements and key
operating data for every dealers in the country. In addition, virtually all Coca-Cola Company
and dealer employees have real-time access to continually update databases of service
information, sales trends and forecasts.
Tools for Communication with Promotion
➢ Advertising
➢ Personal Selling
➢ Publicity
➢ Sales Promotion
➢ Direct Marketing
➢ Interactive/ Internet Marketing
SWOT Analysis
Strength Weakness
• Brand value USD

77.839 billion • Reliance in carbonated
• World largest beverage drinks
company • Lack of diversification
• Strong marketing & in product
advertising • Negative publicity
• Most extensive
beverage distribution
channel
• Customer loyalty
Opportunities Threats
• Growth in beverage
consumption • Increased competition
• Increasing bottle water in carbonated drink
demand industry
• Increasing demand for • So many local brand
healthy food & • Impacting sales
beverage volume with weather
CHAPTER - 5
CONCLUSION & RECOMMENDATIONS
❖ CONCLUSION
It was observed that Coca-Cola has been perceived quite positively as it has been projected.
People are aware of the Brand & Awareness of Coca-Cola is quite high in the market. When a
product is launched, avid Coke drinkers choose the product over any other competitor simply
because it's a Coca-Cola product and they trust it.
When people buy Coca-Cola, they are not just buying the beverage but also the image that goes
with it, therefore to have the price higher reiterates the fact that the product is of a better quality
than the rest and that the consumer is not cheap.
In modern trade (super market) and convenience stores Coca-Cola has their own fridge (cooler)
which contains only their products. There is little personal selling, but that is made up for in
public relations and corporate image. Coca-Cola sponsors a lot of events including sports and
recreational activities.
❖ Recommendations
The study has been concluded some recommendation for the Coca Cola Company, which are
following:
• Coca-Cola Company should try to emphasis more on providing their infrastructure in

the market to facilitate their customers;
• According to the survey, conducted by the international in some places, people like
little bit sweeter Cola drink. So, for this Coca Cola company should produce their
product according to the local demand;
• Advertisement is an important instrument for increasing sales but Coca-Cola company

telecasts little advertisement;
• Marketing team should try to increase the availability of Coca-Cola products in rural
areas.
BIBLIOGRAPHY
1. Philip Kotler and Kevin Lane Keller (2016) published by Pearson Education,
authorized adaptation from the United States edition, entitled Marketing Management,
15th edition, ISBN 978-0-13-385646-0.
2. Jennifer Aaker (August 1997), “Dimensions of Measuring Brand Personality,” Journal
of Marketing Research 34
3. West CF. (2013) Coca Cola Market Plan and Market Research. Retrieved from Study
Moose. https://studymoose.com/coca-cola-market-plan-and-market-research-essay
4. Aashish Paha (2018) Coca-Cola Marketing Case Study. Retrieved from Fee dough, ,
https:// doubleweight. com/you=https://www.feedough.com/coca-cola-marketing-
study/&hl=en-IN
5. Abdul Minam Jamil Parachi, Muhammad Waqas, Ali Raza Khan (2012). Consumer
Preference Coca Cola versus Pepsi-Cola. Global Journal of Management and
Business Research,
6. COCA COLA (2018) . Marketing Analysis Project Report., Retrieved from Bohai
Ala:https:// bohatala.com/coca - cola-marketing-analysis-project-report/
7. Drummond, Graeme, Ensor, John & Ashford, Ruth (2008). Strategic marketing:
planning and control. (Butterworth-Heinemann)
8. Jobber, David (2013). Principles and practice of marketing. (McGraw-Hill)
9. Cengage Learning (2010). Moot into, Luiz & Southern, G. Strategic
marketingmanagement: a business process approach.
10. Marketing Jobs & Marketing News - Media, Advertising, Brands - Marketing Week
11. moon Group (2018) Growth of Sales Report.
Findings
❖ Income level of an investor is an important factor, which affects portfolio of the investor percent.
❖ 39.6 Percent of investors are preferred to invest in long-term where as 40.6 percent of investors are
preferred to invest in both long term and short-term avenues.
❖ 37.6 percent of the investors are preferred to invest in monthly and 20.8% of investors preferred to invest
.in quarterly basis.
❖ 65.3 percent of the investors are investing on the basis of self-analysis.
❖ Business paper is an important source of study for the investors. Apart from this, business channels and
websites are some other important sources of study.
❖ Return on investment and risk involved in most important factor for the investors before taking any
investment decisions.
❖ Return on investment and credit rating are to important factors for those investors who are interested to
invest in bonds/debentures.
❖ 47.5% of investors investment pattern will affect if any changes in the market, so market movement is
very important factor is changing of investment pattern.
Suggestions
❖ Better analysis tools should be used to make better predictions.
❖ It is recommended that investors decision should be based on their broker advice.
❖ Risk and Return should be evaluated before making an investment decision. 105
❖ There should be a regular E-Mail, SMS updates to the investors regarding their investments.
❖ Those investors who want to avoid risk should invest in treasury notes or high-rated municipal
bonds and debentures etc.
❖ SMC Global Securities Ltd. should expand its by business by setting up of new branches in
various places where they have potential clients.
❖ SMC Global Securities Ltd. should start their brand awareness.
❖ Those investors who want to avoid risk should invest in Public Provident Fund; National
Pension Scheme & Equity linked savings scheme.
QUESTIONNAIRE
When was Coca-Cola first introduced to the public?
a. 1886 b. 1900 c. 1920 d. 1940
Which of the following is not a brand owned by Coca-Cola?

a. Sprite b. Fanta c. Mountain Dew d. Minute Maid
What is the name of the original Coca-Cola formula?

a. Coca-Cola Classic b. Coca-Cola Zero c. New Coke d.
Pemberton's French Wine Coca
What is the name of the Coca-Cola Company's first diet soft drink?
a. Tab b. Diet Coke c. Coca-Cola Light d. Pepsi Max
What is the name of Coca-Cola's energy drink brand?

a. Powerade b. Red Bull c. Monster d. Full Throttle
In which year did Coca-Cola start selling bottled water under the
Dasani brand?
a. 1982 b. 1992 c. 2002 d. 2012
What is the name of Coca-Cola's brand of sports drinks?

a. Gatorade b. Powerade c. Propel d. Vitamin Water

a. Dr. Pepper b. Minute Maid c. Honest Tea d. Simply Orange
What is the name of Coca-Cola's brand of coffee?

a. Coca-Cola Coffee b. Coca-Cola Black c. Coca-Cola Caffè d. Coca-
Cola Black
Which of the following countries does not have a Coca-Cola

bottling plant?
a. United States b. China c. India d. North Korea
What is the name of Coca-Cola's brand of juice boxes?
a. Hi-C b. Capri Sun c. Juicy Juice d. Minute Maid

a. Honest Tea b. Gold Peak c. Smartwater d. Brisk
What is the name of Coca-Cola's brand of tea?

a. Arizona b. Pure Leaf c. Gold Peak d. Honest Tea
Which year did Coca-Cola introduce the "Share a Coke" campaign?

a. 2011 b. 2013 c. 2015 d. 2017
What is the name of Coca-Cola's brand of coconut water?

a. Zico b. Vita Coco c. Coco Libre d. O.N.E. Coconut Water

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INTERNSHIP REPORT

Marketing Strategies of Hindustan Coca-Cola

KIET Group of Institutions, Ghaziabad

KIET School of Management

13th KM Stone, Ghaziabad-Meerut Road, Ghaziabad-201206

Mentor / Guide Name: DR. PRATEEK GUPTA

business administration. His/her field work is satisfactory.

Name: VIPUL TALIYAN

Chapter:1 Introduction 1-3

Chapter:2 Overview of moon beverages 4-13

2.1 Company Overview 4

Beverage Industry in India 13

Chapter:4 Marketing Strategies 15-26

The positioning & Brand Management Strategy of Coca Cola 15

Chapter – 5 Conclusion & Recommendations 27-29

Researcher started the study with statement of the problem as Investors in

Objectives of the Study

i) to identify the consumer’s behavior pattern towards Coca-Cola;

AN OVERVIEW OF MOON BEVERAGES LIMITED

Name of the Company Moon beverages Limited

Over a successful period, AML has

The Coca-Cola Company re-entered India through its wholly owned

In India, the Coca-Cola system comprises of a wholly owned subsidiary

The beverage industry is a major driver of economic growth. A National Council of

Non-Carbonate Carbonate Fruit-Based Grain

Fruit, Colas, Wine, Beer,

Coca-Cola was first introduced by John Sith Pemberton, a pharmacist,

Plant plot size: 9 acres

Plant Capacity:1)RGBCSD-600 BPM

Introduced in 1961, Sprite is the world's leading lemon-lime flavored

Diet Coke, also known as Coca-Cola light, is a sugar- and calorie-

Mazza was introduced in India in 1984 as a non-carbonated mango

Limca is a lemon and lime flavoured carbonated soft drink

Kinley water has added minerals which is necessary for body. It

Minute Maid is a product line of beverages, usually associated with

Water purification is the removal of contaminants from untreated water to

WaterTypes:1)Raw water(Surface and groundwater)

Recovery water/Treated water

(10mins)Hotwater (85⁰C) (15mins)

Moon beverages is one of the leading diversified business conglomerates of gaziabad.

Figure 2: Business Units of moon beverages

Company Vision for 2022

MOON – Vision 2020

To Drive Sustainable and Profitable Business in INDIA

● 33 Million Unit Cases : More than 3X of current Business

● 20% NARTD (Non Alcoholic Ready to Drink) share

● 28% Sparkling share

● To become the most preferred employer in the industry

Deputy Managing Director

Chief Executive Officer

RTM Assistant Plant

Figure 3: Organogram of MOON Beverage Unit

Coca-Cola Structure in india

Another territory operated by moon beverages Limited-Beverage Unit, a licensed franchise

Local Management for Beverage Operation

Operating Strategy within Business

Figure 4: Flow of Strategic Direction of Coca Cola Unit

Beverage Industry in india

Major Competition in Beverage Industry