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A PROJECT ON Comparative analysis of MINUTE MAID NIMBU FRESH and channels used by Coca-cola against its competitors




AcknowledgementI would like to express my gratitude to the management of KANDHARI BEVERAGES Pvt. Ltd. (Coca-Cola), Chandigarh for giving me the opportunity to undertake my summer internship program in the company which gave me an insight into the working of the company and the FMCG and BEVERAGES sector as a whole. I owe my sincere thanks and heartfelt gratitude to Mr. Gurdeep Saggu (DGM), Mr. Amit (A.S.M), and Ms. Preeti who gave time to share their thoughtful criticism and suggestions to improve the work. Their contribution gave me valuable insights into this project and immense knowledge of the area. I am thankful to Mr. S.R TANEJA (DEAN-MBA, CHITKARA UNIVERSITY) for his help and Ms. Divya Bhutani guidance at every stage to help me complete this dissertation on time .. Last but not the least, I would also like to thank my institute Chitkara Business School, Chitkara University for inculcating in me the management knowledge and skills and then providing me with the best opportunity to apply and update my knowledge and skills through summer internship in such an esteemed organization

Amritpal singh


Table of Contents SECTION - AChapter 1: Introduction Chapter 2: Beverage industry Chapter 3: Brands of Coca-Cola Chapter 4: S.W.O.T analysis Chapter 5: Competitor and Financial analysis Chapter6: khandhari beverages

SECTION - BChapter 6: Introduction Chapter 7: objectives Chapter 8: research methodology Chapter 9: Recommdation and limitation


Soft Drinks were common preference among all the individuals before juices were being introduced,

With the changing lifestyle and income levels, people are shifting their consumption patterns and have therefore become more health conscious thus leading to increase in demand of juices.

Market Research is based on some underlying parameters like: Changing consumption pattern Health factor Status consciousness Varying lifestyle

The basic subject matter of the research, comparative analysis of Minute maid nimbu fresh Juice is focused to study the mind/taste of different age group of people. The study starts with determining the major players in the juice market, their overall consumption pattern among the people and ends up with the conclusion as per the state of mind of the average rational human being.



Founded in 1886, the coca-cola company is the worlds leading manufacturer , marketer, and distributor of non alcoholic beverage concentrates and syrups. The companys corporate headquarters are in Atlanta, with local operations in over 200 countries around the world. Although Coca-Cola was first created in the United States. It quickly became popular wherever it went. Our first international bottling plants opened in 1906 in Canada, Cuba and panama, soon followed by many more. Today, Coca-Cola has a portfolio of more than 3000 beverages. Coca-cola has 92,400 employees worldwide more than 70 percent of our income comes from outside the U.S but real reason we are truly global company is that our meet the varied taste preferences of consumer everywhere.

Coca-ColaType Manufacture Founder (s) Country of Origin Introduced Area served Color Flavors Soft Drink (cola) The coca-cola company John S. Pemberton United states 1886 Over 200 countries Caramel E-150d Cola, cola green tea ,cola lemon, cola lemon lime, cola lime , cola Orange and cola raspberry Pepsi, Irn Bru, RC Cola, Cola Turka, Zam Zam Cola, Mecca Cola Virgin Cola ,Parsi Cola, Qibla Cola, evoca , Corsica, Breizh Cola ,Afri Cola

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Employees Serving per Day Website

92,400 1.6 Billion


HISTORY OF COCA COLACoca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a threelegged brass kettle in his backyard. He first distributed the product by carrying it in a jug down the street to Jacobs Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed delicious and refreshing, a theme that continues to echo today wherever Coca-Cola is enjoyed. Dr. Pembertons partner and book-keeper, Frank M. Robinson, suggested the name and penned Coca-Cola in the unique flowing script that is famous worldwide even today. He suggested that the two Cs would look well in advertising. The first newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to try the new and popular soda fountain drink. Hand-painted oil cloth signs reading Coca-Cola appeared on store awnings, with the suggestions Drink added to inform passersby that the new beverage was for soda fountain refreshment. By the year 1886, sales of Coca-Cola averaged nine drinks per day. The first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has been a distinctive color associated with the soft drink ever since. For his efforts, Dr. Pemberton grossed $50 and spent $73.96 on advertising. Dr. Pemberton never realized the potential of the beverage he created. He gradually sold portions of his business to various partners and, just prior to his death in 1888, sold his remaining interest in Coca-Cola to Asa G. Candler, an entrepreneur from Atlanta. By the year 1891, Mr. Candler proceeded to buy additional rights and acquire complete ownership and control of the Coca-Cola business. Within four years, his6|Page

merchandising flair had helped expand consumption of Coca-Cola to every state and territory after which he liquidated his pharmaceutical business and focused his full attention on the soft drink. With his brother, John S. Candler, John Pembertons former partner Frank Robinson and two other associates, Mr. Candler formed a Georgia corporation named the Coca-Cola Company. The trademark Coca-Cola, used in the marketplace since 1886, was registered in the United States Patent Office on January 31, 1893. The business continued to grow, and in 1894, the first syrup manufacturing plant outside Atlanta was opened in Dallas, Texas. Others were opened in Chicago, Illinois, and Los Angeles, California, the following year. In 1895, three years after The Coca-Cola Companys incorporation, Mr. Asa G. Candler announced in his annual report to share owners that Coca-Cola is now drunk in every state and territory in the United States. As demand for Coca-Cola increased, the Company quickly outgrew its facilities. A new building erected in 1898 was the first headquarters building devoted exclusively to the production of syrup and the management of the business. In the year 1919, the Coca-Cola Company was sold to a group of investors for $25 million. Robert W. Woodruff became the President of the Company in the year 1923 and his more than sixty years of leadership took the business to unsurpassed heights of commercial success, making Coca-Cola one of the most recognized and valued brands around the world.

HISTORY OF BOTTLINGCoca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. 1894 A modest start for a bold idea In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson.7|Page

Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that CocaCola be bottled, but Candler focused on fountain sales. 1899 The first bottling agreement Two young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States (specifically excluding Vicksburg) -- for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture. 1900-1909 Rapid growth The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were open only during hot-weather months when demand was high. 1916 Birth of the contour bottle Bottlers worried that the straight-sided bottle for Coca-Cola was easily confused with imitators. A design from the Root Glass Company of Terre Haute, Indiana won enthusiastic approval in 1915 and was introduced in 1916. The contour bottle became one of the few packages ever granted trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the world - even in the dark! 1920s Bottling overtakes fountain sales As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit after their 1923 introduction. A few years later, open-top metal coolers became the forerunners of automated vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales. 1920s and 30s International expansion Led by longtime Company leader Robert W. Woodruff, chief executive officer and chairman of the Board, the Company began a major push to estab