Download - Amrit Coke
A PROJECT ON
Comparative analysis of MINUTE MAID NIMBU FRESH and channels used by Coca-cola against its competitors
SUBMITTED BY:
AMRITPLAL SINGH
M090700006
Acknowledgement
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I 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 - A
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Chapter 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 - B
Chapter 6: Introduction
Chapter 7: objectives
Chapter 8: research methodology
Chapter 9: Recommdation and limitation
EXECUTIVE SUMMARY
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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.
INTRODUCTION
Founded in 1886, the coca-cola company is the world’s leading manufacturer , marketer, and distributor of non alcoholic beverage concentrates and syrups. The company’s corporate headquarters are in Atlanta, with local operations in over 200 countries around the world.
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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-Cola
Type Manufacture
Soft Drink (cola)The coca-cola company
Founder (s) John S. PembertonCountry of Origin Introduced
United states1886
Area servedColor Flavors
Over 200 countriesCaramel E-150dCola, cola green tea ,cola lemon, cola lemon lime, cola lime , cola Orange and cola raspberry
Related Products
EmployeesServing per Day
Pepsi, Irn Bru, RC Cola, Cola Turka, Zam Zam Cola, Mecca Cola Virgin Cola ,Parsi Cola, Qibla Cola, evoca , Corsica, Breizh Cola ,Afri Cola
92,4001.6 Billion
Website www.coca-cola.com
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HISTORY OF COCA COLA
Coca-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 three-
legged brass kettle in his backyard. He first “distributed” the product by carrying it in
a jug down the street to Jacob’s 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. Pemberton’s 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
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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, his
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 Pemberton’s 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 Company’s 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.
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HISTORY OF BOTTLING
Coca-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 ideaIn 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.
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 Coca-Cola be bottled, but Candler focused on fountain sales.
1899 … The first bottling agreementTwo 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 growthThe 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 bottleBottlers 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 salesAs 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.
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1920s and 30s … International expansionLed by longtime Company leader Robert W. Woodruff, chief executive officer and chairman of the Board, the Company began a major push to establish bottling operations outside the U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy, Peru, Spain, Australia and South Africa. By the time World War II began, Coca-Cola was being bottled in 44 countries.
1940s … Post-war growthDuring the war, 64 bottling plants were set up around the world to supply the troops. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa. Many of these war-time plants were later converted to civilian use, permanently enlarging the bottling system and accelerating the
growth of the Company's worldwide business.
s1950s … Packaging innovationsFor the first time, consumers had choices of Coca-Cola package size and type -- the traditional 6.5-ounce contour bottle, or larger servings including 10-, 12- and 26-ounce versions. Cans were also introduced, becoming generally available in 1960.
1960s … New brands introduced: Following Fanta® in the 1950s, Sprite®, Minute Maid®, Fresca® and TaB® joined brand Coca-Cola in the 1960s. Mr. Pibb® and Mello Yello® were added in the 1970s. The 1980s brought diet Coke® and Cherry Coke®, followed by POWERADE® and DASANI® in the 1990s. Today hundreds of other brands are offered to meet consumer preferences in local markets around the world.
1970s and 80s … Consolidation to serve customers: As technology led to a global economy, the retailers who sold Coca-Cola merged and evolved into international mega-chains. Such customers required a new approach. In response, many small and medium-size bottlers consolidated to better serve giant international customers. The Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers.
1990s … New and growing markets: Political and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. And as the century closed, more than $1.5 billion was committed to new bottling facilities in Africa.
21st Century …: The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as people seek brands that honour local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customers and communities are the foundation on which the entire business grows.
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A Brief History about the Company in India
The Coca-Cola Company came to India on October 23, 1993, after an absence of 16
years. When the Company (hereon referred to as CCI – Coca Cola, India) re-entered
the Indian market, there was competition from Pepsi, which had a head start as it
had established itself since 1989, and Thumps Up (the flag ship CSD – Carbonated
Soft Drink of Parle Foods).
As an entry strategy, CCI took over Parle Foods. With a fine and detailed distribution
network in place, Coke was now ready to take on archrival – Pepsi. Over a period of
time, CCI also bought certain bottling units that earlier belonged to Parle or individual
distributors. In 1993, Thumps
Up, Gold Spotand Limca enjoyed around 75% share of the CSD market. With the
entry of Coke, CCI decided not to promote the cola brand they took over i.e., they
decided to withdraw Thumps Up from the market. This however, did not pay off since
the cola market was (and still is) highly polarized and people were unwilling to
compromise on the taste of their preferred cola. As a result, Coke’s market share
(Coke + Thumps Up) fell to nearly 55%. After 3 years of incurring losses, CCI finally
took a decision to re-launch Thumps Up. This strategy paid off and today almost
59% of the market is governed by CCI.
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In order to reach India’s 300 million soft drink consumers, the company distributes its
range of products in over 700,000 retail outlets, serviced via trucks, converted three-
wheelers, tricycles and pushcarts.
Atul Singh is the President & CEO of Coca-Cola India . After a 16-year absence,
Coca-Cola returned to India in 1993, cementing its presence with a deal that gave
Coca-Cola ownership of the nation's top soft-drink brands and bottling network.
Coke’s acquisition of local popular Indian brands including Thums Up (the most
trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only
physical manufacturing, bottling, and distribution assets but also strong consumer
preference.
This combination of local and global brands enabled Coca-Cola to exploit the
benefits of global branding and global trends in tastes while also tapping into
traditional domestic markets.
Leading Indian brands joined the Company's international family of brands, including Coca-
Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company
launched the Kinley water brand and in 2001, Shock energy drink and the powdered
concentrate Sunfill hit the market.
From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the
country’s top international investors.22 By 2003, Coca-Cola India had won the prestigious
Woodruf Cup from among 22 divisions of the Company based on three broad parameters of
volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002
while the industry grew 23% nationally and the Company reached breakeven profitability in
the region for the first time.23 Encouraged by its 2002 performance.
Coca-Cola India announced plans to double its capacity at an investment of $125 million
(Rs. 750 crore) between September 2002 and March 2003.
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Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven
wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling
operations and a network of twenty-nine contract-packers to manufacture a range of
products for the company. The complete manufacturing process had a documented quality
control and assurance program including over 400 tests performed throughout the process.
The complexity of the consumer soft drink market demanded a distribution process to
support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three
wheelers, and trademarked tricycles and pushcarts that were used to navigate the narrow
alleyways of the cities.
PRODUCTS
The Coca-Cola Company offers a wide range of products to the customers including beverages, fruit
juices and bottled mineral water. The Company is always looking to innovate and come up with,
either complete new products or new ways to bottle or pack the existing drinks. The Coca-Cola
Company has a wide range of products out of which the following products are marketed by
HCCBPL:
In the Cola Section:
In the Lemon section:
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In the Orange section:
In the Juice section:
In the Soda Water and Bottled Mineral Water section:
In the lemon Drink section:
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4.1: PACKAGING DETAILS
Coca-Cola, Thums Up, Fanta Limca and Sprite: 330 ml can, 200 ml and 300
ml returnable glass bottles; 500+100 ml free, 1.5 litre and 2 litre PET bottles
Diet Coke: 330 ml can and 500 ml PET bottle
Maaza: 200 ml and 250 ml Returnable Glass Bottle; 500+100 ml free and
1litre+200 ml free PET bottles and the newly introduced 200 ml Tetra Pack
Minute Maid Pulpy Orange: 400 ml and 1 litre PET bottles
Kinley Soda Water: 300 ml returnable glass bottles, 500+100 ml free and 1.5
litre PET bottles.
Minute Maid Nimbu Fresh :400ml and 1litrePET bottles
BRANDS TAGLINE
Thumsup - Taste the thunder
Cocacola - Open happiness
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Sprite - Seedhi baat no bakwaas ,clear hai
Limca - Fresh ho jao
Fanta - Go bite
Maaza - Bina guthli wala aam
Nimbu fresh - 'Bilkul Ghar Jaisa'
BRAND AMBASSDORS
Thumsup -Akshay Kumar
Coca cola -Aamir Khan
Sprite -Shahrukh Khan
Fanta -Genelia D’souza
Limca -Riya Sen
ABOUT BRANDS
THUMSUP
Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by the Coca-Cola Company in 1993. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys. Mostly like by the youngsters specially boys.
The competitor of the brand on same category is Pepsi.
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COCACOLA
Coca cola is the world's favorite drink. It is the world's most valuable brand and the most recognizable word across the world. Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic beverages in the world.
The competitor on the cola category is Pepsi.
SPRITE
This brand is the one of the fastest growing brand in the country. Sprite is liked by all age
groups & people. Jan 09 report of “The times of India” claims sprite to be the
second brand in sales after Thumsup
Competitor : 7up & Mountain dew
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LIMCA
Limca is cloudy lemon in flavor. This is very unique in this category .It has white
in color.
Competitor : Nimbooz , Lime merinda
FANTA
Fanta has two flavors apple & orange. This is very popular drink among females.
The 'orange' drink of the Coca-Cola Company, is seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identified as "The Fun Catalyst".
Competitor: Mirinda, Parle’s Appy fizz
MAAZA
This is mango flavor. Maaza was launched in 1976. It is a drink which offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India and it currently dominates the fruit drink market.
Competitor: Slice, frooti
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MINUTE MAID pulpy orange
This is orange juice .This contains no sugar & added flavor .This is a family drink.
Competitor : Tropicana
KINLEY This comes in two variety-mineral water & soda. Mineral water is used by all but
soda is commonly used for alcoholic purpose by adult people.
Competitor : Aquafina, Bisleri
ADVERTISING
Advertising is a non promotion of goods & services by sponsor who can identified
and who has paid for his communication. Their purpose of advertisement is to sell
something goods or services,idea ,person or place.
BRAND AMBASSDORS & TV COMMERCIALS
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Bollywood star Aamir Khan for Coke.
Genelia D’souza (Right) for cocacola’s Fanta
Tennis star Sania Mirza for Sprite
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Bollywood star Akshay kumar for Thums up
Sprite “seedhi baat” TV add
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Nimbu 'Bilkul Ghar Jaisa' (just like home).
VISION STATEMENT
Our vision guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable growth.
People: Be a great place to work where people are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.
Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.
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MISSION STATEMENT
Mission statement is a statement of organization’s purposes that what it wants to accomplish. In order to achieve mission of increasing market share and maintaining good relations with our customers all over the world, we wish to create value for all the constraints we serve, including our consumers, our bottlers, and our communities. The Coca Cola Company creates value by executing business strategy guided by four key beliefs:
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Customer is king; Customer demand drives everything we do. Brand Coca Cola is the core of our business. We will serve consumers a broad selection of the nonalcoholic ready-to-
drink beverages they want to drink throughout the day. We will be the best marketers in the world.
Everything we do is inspired by our enduring Mission:
To Refresh the World...in body, mind, and spirit. To Inspire Moments of Optimism...through our brands and our actions. To Create Value and Make a Difference...everywhere we engage.
MAJOR COMPETITOR
PEPSI
The biggest and perhaps the only serious for the coca-cola worldwide has an already been Pepsi. In India, as per as the Cola segment is concerned the with the biggest competition to coke comes from its brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was the leading brand of Parley product, was acquired by Coca-Cola just over a year ago to bolster its market share in India. Today, Thums-up along with coke, the leading brand of the Coca-Cola Company, other still competition to Pepsi, which despite this stiff competition is still by far the single most popular Cola drink in India
With both the companies being backed fully by the parent concerns based in the united state, the fight to become the dominant player in the huge Indian Soft drink market continues unabated. Aggressive ad campaign's, sale-promotion, schemes for retailers are just some of the strategies being adopted by the two companies to outwit each other and grab and large share of the market.
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Pepsi Co. Inc. was founded in the year 1965. Major products of the new company are Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered the Indian market in 1992 and now is the market leader with a market share of 26.5 percent in the cola segment. Pepsi is in between the two of it's closet competitors as far as marketing strategies are concerned. Pepsi is an international drink with Indian imagery in it's communication Traditional focus of Pepsi has been on the early teenager with a gender skew more to the female.
Pepsi is by far the more aggressive player in the market. With in your face advertising continuous event marketing targeting the new generation and eye catching merchandising. It's got its selling strategy well mapped out.
The company has always been innovating it's ad campaigns which has helped the company to get top of the mind recall. From "The choice of the new generation" to the "Freedom" campaign the company has been able to Indianise the brand. With the help of promotional schemes Pepsi has managed to keep the brand alive and has not let it become old. During 1995 the total ad spent by the company was Rs. 6.98 crore only on television Pepsi has set aside Rs. 8 crore for its advertising programme in the run up to and during the cricket world cup.
Product lines of Coke& Pepsi are as follows:-
FLAVOUR COKE BRAND PEPSI BRAND
Cola Coca-Cola
Thums-up
Coke diet
Pepsi
Pepsi diet
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Orange Fanta Mirinda
Cloudy Lemon Limca Mirinda lime
Clear lime Sprite 7up
Mango Maaza Slice
ORGANIZATIONAL HIERARCHY
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OF COCA COLA
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Managing Director
Chief Operating Officer (Sales)
Director Operations
Director Operations
Quality Control Manager
Assisstant Manager
Executive Manager
Senior Officer
Sales and Marketing Manager
Regional Sales Manager
Sales Manager
Marketing Development
Officer
Sales and Marketing
Officer
Driver
HR ManagerDistribution and
Logistics Manager
Accounts Manager
Production Manager
DEPARTMENTS OF COCA COLA Every organization is made up of different departments, each of these departments
help Coca Cola achieve their objectives. As Coca Cola is a large multinational company, the amounts of departments are huge. Each country has their own Head Office and departments. Coca Cola is geographically split into five geographic operating segments, also known as strategic business units (SBU's). The six SBU's are North America, Africa, Asia, Europe, Middle East and finally Latin America. If all departments perform in the correct way then that will continue the success of Coca Cola.
There are 6 functional departments within Coca Cola, these are:
Marketing
Finance
Packaging
Sales
Research and development
Administration
MARKETING DEPARTMENT The Coca Cola marketing department develops core strategies for company brands to
ensure that all communication is consistent in every market. With this cohesive effort, the Coca-Cola system maximizes its resources for market leadership and profitable growth. The marketing departments are responsible for marketing the products and advertising the products and promoting the products. If all these departments perform their duty firmly then the objectives of The Coca-Cola Company will meets.
FINANCE DEPARTMENT
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The finance department of the Coca Cola Company is responsible for financial record keeping. This involves keeping records of money received and paid out. The financial records will be used to produce the annual reports for the shareholders so that they can see the company performance. The Finance department is also responsible for the management accounts of the business like marketing etc. The Coca-Cola Company finance department is also responsible for making budget of the company and for each department like marketing department or research and development department. They will also be involved in the planning process like taking over or any major decision.
PACKAGING DEPARTMENTThe packaging department of Coca-Cola Company is responsible for the packaging of
the products. They have to make the packaging attractive so that that product meets the eyes of the consumers. Bringing new products package is their responsibility. It works with the companies bottling partners to produce an attractive combination.
SALES DEPARTMENTThe sales department of the Coca Cola Company is to coordinate the selling program.
They also have to make the distribution methods, etc. Also, decide how much to sell and how much to store in the warehouse and to choose the transporting method which is the most cost efficient and the quickest way.
RESEARCH AND DEVELOPMENT DEPARTMENT
This department has their budget given by the finance department and their responsibility is to investigate new products. They work closely with marketing by looking at marketing research findings. They have to bring new products in the market for the change because the consumer cannot stick with the same old products. If necessary then they also have to improve the quality of the products. The Coca-Cola Company research department has done a lot of research and recently they have launched many new products like Diet coke with lemon, Fanta Tropical, Minute maids, Fanta raspberry, Fanta blue berry etc.
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ADMINISTRATION DEPARTMENTThis department is essential for keeping the business going. They act as a help support
of the company, it is not the central purpose the business but every business organization would need this department. Most businesses rely on administration to be organized. They deal with enquiries, give messages produce documents and give information to any customer. The complaints that this department will get would be transferred to the research and development department to make the product better or fix the problem that the consumer is having. These departments are the most important department of The Coca-Cola Company because they helps the company to meets the objectives of The Coca-Cola Company i.e. surviving, customer satisfaction and make more profits. As I said that the help desk department satisfies the customer by providing the information they needs and taking the complaints and passing to the research and development departments who improves the products.
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MARKET SHARE OF COCA COLA
Coca Cola is now one of the largest corporations in the world, with a global workforce of over 92,400 and revenues of $31 billion in revenues in 2009. Over the years, the brand equity of the Coca-Cola trademark, as well as that of other Coca Cola-produced brands, has established Coca Cola as a prominent figure in the non-alcoholic beverage industry and allowed the company to keep both revenues and profits high.
Sales and Income Data in Millions
2005 2006 2007 2008 2009
Net Sales $23,104 $24,088 $28,857 $31,944 $30,990
Net Income (Profits)
$4,872 $5,080 $5,981 $5,807 $6,824
Units sold in Billions
20.6 21.4 22.7 23.7 24.3
Quarterly Earnings: 1Q2009 In the first quarter of 2009, the Coca-Cola Company posted revenues of $7.169 billion, a 3% decrease from 1Q 2008 figures; net income fell 10% to $1,348 billion. Although sales volumes actually rose 7% during the quarter, the Coca-Cola Company was negatively impacted by the dollar's strengthening against the euro, Brazilian real, Mexican peso, and South African rand.
2Q2009: In the second quarter of 2009, the Coca-Cola Company posted revenues of $8.267 billion, an 8.6% decrease from 2Q2008 figures; net income grew 43% to $2.037 billion. Although the company managed to grow worldwide case volume by 4% (with especially important increase of 33% in India and 14% in China), adverse fluctuations in the foreign exchange caused the decrease in revenue. On a currency neutral basis, revenues grew by 4% during 2Q2009, as pricing remained constant during the year. The growth in net income is deceptively large, as the 2008 figure includes an $843 million, or $0.40 per share, charge due to changes in the company's accounting policy of its equity investments in its bottlers. Ignoring this charge, net income would've fallen by 12%.
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GLOBAL UNIT SALES OF COCA COLAThe global unit sale of the Coca Cola Company is increasing from last years. The data
of the global unit sale of the Coca Cola Company can be represented by the following chart.
2005 2006 2007 2008 200918
19
20
21
22
23
24
25
20.6
21.4
22.7
23.7
24.4
Unit sale in Billions
Unit sale in Billions
So there is a positive growth in the market of Coca Cola Company. There is a worldwide volume increase with strong international growth. This is only due to the innovative marketing programmers, which has deepened the relationship of the customers and Coca Cola. The financial health and success of their bottling partners is a critical component of the Coca Cola Company’s ability to build and deliver leading brands.
In 2008, the company had worked with their bottlers to turn good intentions into reality by improving the system economics. The results in 2008 reflect this steadily improving and mutually constructive relationship between the Company and their bottling partners. The main reason behind this relationship is to continue realizing shared opportunities for growth, with closer coordination of operations including customer relationships, logistics and production.
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REGION WISE CONSUMPTION
OF COCA COLA
Coca Cola is the world renowned soft drink and the company is currently operating throughout the world. The world wide total is 23.7 Billions. Review according to the regions is as follows:
27%
6.399 billion cases
24%
5.688 billion cases
17%
4.029 billion cases
17%
4.029billion cases
15%
3.555billion cases
Region wise Consumption of Coca Cola
Latin AmericaNorth AmericaEuropePacificEurasia & Africa
So the volume is least in Eurasia & Africa and the most in Latin America. From this data we can find out that the customers of Coca Cola are increasing which is shown the company’s per capita income.
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MARKET POSITION OF COCA COLA WORLDWIDE
60%
30%
10%
Coca ColaPepsiOthers
MARKET POSITION OF COCA COLA
IN INDIA
54%36%
10%
PepsiCoca ColaOthers
On global level Coca-Cola is the most popular brand and market leader controlling 60% of market share. In India Coca Cola is the market follower but still in a very strong and stable position holding 36% of the local market with a growing and increasing market share every year.
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Comparative Balance Sheet
Particulars Dec-08 Dec-09 Absolute Change % change
Current Assets
Cash & Cash Equivalents 4701000 6959000 -2258000 -48.032
Short term Investments 278000 2192000 -1914000 -6.88
Net Receivables 3090000 3758000 -668000 -0.216
Inventory 2187000 2354000 -167000 -0.076
Other Current Assets 1920000 2226000 -306000 -0.159
Total Current Assets 17551000 12176000
Fixed Assets
Long Term Investments 5779000 6755000 -976000 -0.168
Property Plant & Equipment 8326000 9561000 -1235000 -0.148
Goodwill 4029000 4224000 -195000 -0.048
Intangible Assets 8476000 8604000 -128000 -0.0151
Other Assets 1976000 1733000 -243000 -0.1402
Total Assets 40519000 48671000
Current Liabilities
Accounts Payable 6152000 6921000 -796000 -0.125
Short Term Debt 6531000 6800000 -269000 -0.0411
Other Liabilities 305000
Total Current Liabilities 12988000 13721000
Long Term Debt 2781000 5059000 -2278000 -0.8191
Other Liabilities 3401000 2965000 436000 0.218
Deferred Long Term Liability Charge 877000 1580000 -703000 -0.801
Monthly Interest 547000
Total Liabilities 20047000 23872000
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Stockholders Equity
Common Stock 880000 880000
Retained Earnings 38513000 41537000 3024000 -0.0785
Treasury Stock -2.4E+07 -25398000
Capital Surplus 8537000 7966000 -571000 -0.0716
Other Stock hold Equity -2674000 -757000
Total 40519000 48671000
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Ratio Analysis
1. CURRENT RATIO
Current Ratio = Current Assets/ Current Liabilities
December'06 December'07 December'08 December'090
0.2
0.4
0.6
0.8
1
1.2
1.4
0.950000000000001 0.92
0.940000000000001
1.28
Current Ratio
Time Period
Curr
ent R
atio
Current ratio is used to measure the short term financial solvency of a company ie.
whether the company is able to meet its short term liabilities or not. A current ratio of
2:1 is generally considered satisfactory.
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Trend AnalysisYear Current Assets % IBT %
Dec-07 12105000 100 7873000 100
Dec-08 12176000 100.59 7439000 94.487
Dec-09 17551000 144.99 8946000 113.63
Thus, from the above graph we can interpret that the short term solvency position of
the company is fair.
2. QUICK RATIO
Quick Ratio = Liquid Assets/ Current Liabilities
Liquid Assets = Current Assets – stock – Prepaid expenses
December'06 December'-07 December'08 December'090
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
0.58 0.58
0.620000000000001
0.950000000000001
Quick Ratio
Time Period
Qui
ck R
atio
Quick or Acid Test or Liquid Ratio helps the company to assess its short term financial
position in a better way. It measures the firm's capacity to pay off current obligations
immediately and is more rigorous test of liquidity than the current ratio A liquid ratio of 1:1 is
generally considered acceptable.
Thus, from the above graph we can interpret that the short term liquidity position of Coke is
fairly good but still not satisfactory as the ratio should be 1:1
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3. NET PROFIT RATIO
Net Profit Ratio = Net Profit/ Net Sales *100
Net Profit= Gross profit + operating & non-op. incomes - Non-op. expenses
December'06 December'07 December'08 December'0924
24.5
25
25.5
26
26.5
27
26.19
25.13
26.44 26.56
Operating Ratio
Time Period
Ope
ratin
g Pr
ofit
Net Profit Ratio indicates net margin earned on sales in terms of percentage. NP ratio is
used to measure the overall profitability and hence it is very useful to proprietors. This ratio
also indicates the firm's capacity to face adverse economic conditions such as price
competition, low demand, etc. Obviously, higher the ratio the better is the profitability.
Overall the company’s profitability position is reasonably fair.
4. OPERATING RATIO
Operating Ratio = Operating Cost/ Net sales * 100
Operating Cost = Cost of Goods Sold + Operating Expenses
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December'06 December'07 December'08 December'0924
24.5
25
25.5
26
26.5
27
26.19
25.13
26.44 26.56
Operating Ratio
Time Period
Ope
ratin
g Pr
ofit
Operating Ratio measures the operating cost of the concern in terms of percentage of sales.
Operating ratio shows the operational efficiency of the business. Lower operating ratio
shows higher operating profit and vice versa.
SWOT ANALYSIS
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STRENGTHS:
Coke Company has a good market reputation and a strong distribution network.
Coke is having a multi brand strategy ad is looking for a great volume opportunity in India.
Coke is presently no. 1 player in Indian Carbonated soft drinks market. Coke was born 11 year before Pepsi (in 1987) ad a century later still
maintains that pioneering least. Pepsi and coke both have good brand image.
WEAKNESS:
Coke has less no. of retailers Less force - it has less no. Have owned bottling plant. It has not planned for setting up of any new plants where their competitor has
planned to set up several new plants.
OPPORTUNITY:
A rapidly growing market, which is expanding @ 205 every year. It can take the market very well with the new investment of Rs. 2400 corers. It can give a big jerk to its major competitor Pepsi it can increase its number of
fountain to a sizeable amount. Increasing trend of cold drink of different brands.
THREATS:
It has a continuous threat from Pepsi as well as various other local soft drinks. Coke has a major market than Pepsi between the teenager as well as the
student due to advertisement of world cup cricket. A large amount of expenses on the advertisement. There is no proper policy of distributing the merchandising assets of the
company to the retailers. The company should search the new target market to expand the market
share in this competitive era. To meet the demand of the customers the company should set up the new
plants as its competitors are planning to set up.
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COKE AND PEPSI POSITIONING
Coke had introduced in the market before the Pepsi. So taking the first move advantage, Coke is able to place itself as the all American choice. Firstly the Pepsi in India try to position its product for the society as whole and for the purpose of refreshment, which can be clearly visible from their advertisement slogans like
Any whether is Pepsi whether”
The light refreshment “
Be sociable, have a Pepsi “
This positioning strategy they followed up to 1960 and after analyzing that it is very difficult to capture whole population as whole. So Pepsi after 1960 started targeted marketing. Pepsi targeted the youth section and position there product as a necessity for youth and Pepsi advertisement slogan try to position Pepsi as the brand for youth which are clearly visible from there advertisement as follow
Now its Pepsi for those who thing young” come alive, you’re in Pepsi generation “ you’re got a lot to live and Pepsi’ yeh hai youngistaan meri jaan
PepsiCo was parted ways with Shah rukh khan, Sachin Tendulkar, Rahul Dravid,
Sourav ganguly, Mahender singh Dhoni, Ranbir kapoor, Deepika padukone, Ishant sharma,Rohit sharma, Shreeshant and Virende rsehwag to strengthen its ”youngistaan” brigade.
PepsiCo signed Asin (of Ghajini fame) to take war to orange flavor category.
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PROMOTION MIX
Adverting is only one element of the promotion mix, but it often considered
prominent in the overall marketing mix design. Its high visibility and pervasiveness
made it as an important social and encomia topic in Indian society.
Promotion may be defined as “the co-ordination of all seller initiated efforts
to set up channels of information and persuasion to facilitate the scale of a good or
service.” Promotion is most often intended to be a supporting component in a
marketing mix. Promotion decision must be integrated and co-ordinated with the
rest of the marketing mix, particularly product/brand decisions, so that it may
effectively support an entire marketing mix strategy. The promotion mix consists
of basic elements. They are:-
1. Personal Selling
2. Sales Promotion
3. Public Relations (PR)
4. Publicity
5. Advertising
The Promotions Mix
1. Personal Selling
Personal Selling is an effective way to manage personal customer
relationships. The sales person acts on behalf of the organization. They tend
to be well trained in the approaches and techniques of personal selling.
However sales people are very expensive and should only be used where
there is a genuine return on investment. For example salesmen are often
used to sell cars or home improvements where the margin is high.
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2. Sales Promotion
For example the BOGOF promotion, or Buy One Get One Free. Others
include coupons, money-off promotions, competitions, free accessories (such
as free blades with a new razor), free installation, and so on. Each sales
promotion should be carefully compared with the next best alternative.
3. Public Relations (PR)
Public Relations are defined as 'the deliberate, planned and sustained effort to
establish and maintain mutual understanding between an organization and its
publics'. It is relatively cheap, but certainly not cheap. Successful strategies
tend to be long-term and plan for all eventualities.
5. Trade Fairs and Exhibitions
Such approaches are very good for making new contacts and renewing old
ones. Companies will seldom sell much at such events. The purpose is to
increase awareness and to encourage trial. They offer the opportunity for
companies to meet with both the trade and the consumer.
6. Advertising
Advertising is a 'paid for' communication. It is used to develop attitudes,
create awareness, and transmit information in order to gain a response from
the target market. There are many advertising 'media' such as newspapers
(local, national, free, trade), magazines and journals, television (local,
national, terrestrial, satellite) cinema, outdoor advertising (such as posters,
bus sides).
7. Sponsorship
Sponsorship is where an organization pays to be associated with a particular
event, cause or image. Companies will sponsor sports events such as the
Olympics or Formula One. The attributes of the event are then associated
with the sponsoring organization.
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ADVERTISING
Advertising has played an important role in the success of products since first newspaper add in 1886, which read “Coca-Cola Delicious! Refreshing! Exhilarating! Invigorating!” The company uses advertising to trigger desire as often and in as many ways as possible.
Through the consumers survey it has been proved that the T.V. commercials and sin ages affect the consumer buying behaviour by approximately 70%. May be only Coca-Cola. is investing huge finances in the T.V. commercials and other sinages, big names of Indian film industries and sports hero’s are being proposed to become the brand promoters and brand ambassadors. Amir Khan, Akshay Kumar, Hritik Roshan, Riya Sen and more are being offered huge amount for carrying out the promotions.
Posters
DPS boards
Glow Sign boards
Date calendars
Cinema hall tickets
Radio commercial
Through out the years, slogans or coca-cola have been memorable .Here are some highlights:
(1)Thnada matlab coca cola (2) Jo chaho ho jaye coca cola enjoy,
(3) Coca cola piyo sir utha ke.
2000-Coca-Cola Enjoy 1993-Always Coca-Cola 1990- Can’t Beat the Real Thing 1989-Can’t Beat the Feeling 1986-Red,White and You 1982-Coke Is It 1976-Coke Adds Life 1971-I’d Like to Buy the World a Coke 1969-It’s the Real Thing 1963-Things Go Better With Coke
Advertising has played an important role in the success of coke
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SALES PROMOTION
PUSH & PULL STRATEGY
PUSH STRATEGY:-
Coca cola is using Push strategy in which they use its sales force and trade promotion money to induce intermediaries to carry, promote and sell the product to end users i.e. consumers.
For example-as coca cola is giving free pet bottles and other trade schemes to distributors, agency owners and retailers.
PULL STRATEGY:-
Coca-cola is also using Pull strategy in which they are using advertising and promotion to persuade consumers to ask intermediaries for the company brand product by this way coca cola inducing customer to order it from shopkeeper.
For example-Coca cola is using flanges, display racks, tier racks, standees, mobile hangers and visicooler brand strips.
PROMOTION STRATEGIES OF COCA COLA
Promotional strategy during IPL matches
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Coca cola Lucky Coupon Dinner with kings XI Punjab
Sprite “kholega toh bolega” IPL Season 2
Combining this key insight with the passion of T20 cricket, company had launched a special edition ‘Sprite Kolkata Knight Riders’ bottle with insignia of key players. Complimenting the innovation, Sprite was also rolling out a special ‘Kholega Toh Milega’ digital initiative in association with KKR and Nokia.In the offer consumers just need to drink Sprite and look out for a unique 9 digit code under the crown and SMS the code. Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh Khan and members of the KKR team. In addition, consumers also get a chance to win a Nokia mobile phone every hour. To create awareness about ‘Kholega Toh Milega’ digital initiative, the company had launched a mass media campaign featuring Shahrukh Khan, owner KKR, to be telecast on all the leading TV channels across India.
PROMOTION DURING OFF SEASON
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Limca Launches ‘Laptop Ki Barish’ Consumer Initiative
Coca-Cola India has announced the launch of its innovative ‘Limca ‘Laptop Ki Barish’ consumer initiative nationally. As part of this unique initiative a computer generated lucky draw would provide consumers a chance to win “HP Mini Laptop” every hour for the next 45 days. The initiative is applicable to 200ml, 300ml returnable glass bottles (RGB) and also on 500 ml, 600 ml 1.25, 1.5, 2 & 2.25 liters PET bottles of Limca. As part of the under the crown initiative consumers just need to SMS “LIMCA” followed by a 9 digit unique code to 58558 from their GSM / CDMA mobile phones.
SALES PROMOTION ACTIVITIES
Coca-Cola Cricket
Cricket the most sought after; watched & played game in India .the game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time. It has ranged from tobacco to lubricants to communication companies to banks to airlines & lately to the beverage industry. The competition has become tougher & tougher as the time has progressed.
Coca-Cola signed a sponsorship agreement with IPL team of kings 11 Punjab. Coca-Cola realizing the fact that cricket is a very strong element by which it can reach it consumers & masses invested in the opportunity and launched a massive campaign on mass media showing all these cricket stars endorsing & complimenting Coca-Cola brand. The Coca-Cola Company developed three TV commercials & four testimonial ads with the player & ran them on the national net work during various cricket matches.
Coca-Cola GO-RED
Quenching the thirst of motorist, pedestrians & passerby’s during Chandigarh. hottest summer season, Coca-Cola’s “GO-RED” teams went out into the city’s main quadrants to “serve & refresh” on the spot with ice-cold Coca-Colas at discounted prices backed by a heavy FM announcement campaign the “GO-RED” stall, served well to promote the Coca-Cola industry.
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Coca-Cola Pet Promotion
In 2008, Coca-Cola launched 1.5 litre Pet contour bottle Targeting house wives & family home, Coca-Cola’s 1.5 litre Pet bottle, took the limelight & gained momentum with a campaign promoting the unique packaging and its numerous consumer benefits .A treat for the family, Coca-Cola’s PET was offered through a “price-off” promotion
Coca-Cola & Mc Donald’s
Coca-Cola & key account of MC Donald’s launched the “we go together” joint promotion to reinstate amongst consumers a real sense of the affinity that, both shares globally. The promotion kicked off with pos material (Danglers, Bunting etc) displayed at all MC Donald’s restaurants along with a special offer for coke & fries.
Getting shelves
They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers.
Eye Catching Position
Salesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores.
Sale Promotion
Company also do sponsorships with different college and school’s cafes and sponsors their sports events and other extra curriculum activities for getting market share.
Scheme
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Coke comes out with the schemes on their different products many times in a year.
Most of these schemes are made to benefit the retailers. Some of the schemes are
as follows:
1 bottle of 2lt. free with one 2lt bottle pack.
1 bottle of 1lt. free with one 1lt bottle pack.
2 bottles of 500ml free with one 500ml bottle pack.
6 bottles of Kinley free with one pack of Kinley.
These schemes keep on changing depending upon the stock.
Promotion through restaurants and cinema hall holdings.
Coca-cola is tying up with different chains of restaurants and fast food centres to
promote the Coca-cola and its other brands like Limca, Sprite, Maaza etc. these
restaurants are authorized to keep and use the merchandising assets of Pepsi.
Usually these kinds of restaurants and fast food chains are in contract with the Pepsi
Co., so that they cannot promote any other brand.
Merchandising assets.
Coca-Cola also try to promote their brands by providing their retailers and dealers
some display items. Some of such items are as follows:
1. Fridges
2. Coca-Cola/Mazza stands
3. Display bottles
4. Posters
Coca-Cola provide the above things to the retailers to use them in promoting
companies brands and products, and provide refrigerators to the retailers in the hope
that these retailers only use these assets in promoting the Coca-Cola’s products and
they will chill the Coca-Cola’s products so that its products will always be available to
the end consumers. But it is not true in most of the cases. Retailers usually use the
50 | P a g e
merchandising asset of one company in such a way that it benefits another
company. Sometime they do it unknowingly, sometimes they do it knowingly and
sometimes because of the deficiencies of the company
AVAILABILTY
Availability is done according the type of outlet. There are four type of outlet
mentioned below. According to this market developer has to ensure the availability of
the products in the particular outlet.
ACTIVATION
Activation is important because it helps to boost the sales of the company. It is done
through the Glow sign, Shelf display, flanges. Combo boards, Table tops .This
boards usually gives to the E&D outlets .It helps to attract the customers. Rack with
header is provided to the grocery stores.
1. WARM DISPLAY RACK
2. SHELF DISPLAY
SHELF DISPLAY DISPLAY OF RACK VISI COOLER
VISI COOLER DISPLAY
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Under Coke market developer has to insure that shopkeeper must display all products. Display may be in the form of Shelf Display, Table Top Display etc. All products must be displayed in brand order i.e. Thumsup, Coke, Sprite, Limca, Fanta, Maaza, MinuteMaid Pulpy Orange, Kinley (mineral water & Soda water).
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ADVERTISEMENTS AND DISPLAYS
* JO DIKHTA HAI VO BIKTA HAI *
Glowing sigh board at prime locations should be put that to not wall hanging one
but standing one.
There should be a price communication of the product as juice drink is one which
has a impression in psyche that it is costly along with any added quality regarding the
product could also be mentioned keeping the end users in mind as:
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Kandhari Beverages Pvt. Ltd
KANDHARI GROUP was established in 1967 by Late Mr. Teja Singh Kandhari, is presently
a progressive business house in India. The group’s first venture was a bottling unit as a
franchisee of PARLE’s soft drink manufacturing “Gold Spot” under license from PARLE
established at Amritsar in the north Indian state of Punjab.
The Company is engaged in the business of manufacturing, marketing and distribution of
aerated water under franchise agreement with the Coca-Cola Company, USA. The
Company has two mega Greenfield bottling plants for filling soft drinks located at Village
Nabipur, District Fatehagarh Sahib (Punjab) and Village Katha, Baddi, District Solan (HP).
Present gross turnover of the company is approx. Rs. 190.00 Crores. The company has also
entered the power sector by setting up a 6.25 MW Wind Mill project having 5 units in the
State of Maharashtra.
In 1993, the world renowned soft drink giant - Coca-Cola entered India and bought over
PARLE brand of soft drink products, being one of the star bottlers of PARLE the Group
switched to manufacturing, bottling & marketing of Coke brand of soft drink products.
The Group companies are fully
conscious of their socio- economic
responsibilities and have taken up a
series of community development
programs especially the funding &
setting up of Rain harvesting
projects to conserve the scarce
natural resource
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MISSION :In line with our main partner coca cola we wish to refresh the world and in addition we further aim to create value and make a difference by making our environment a cleaner and a better place to live for our future generation.
VISSION :Our company vision as was established by the founder of our group remains to provide the people that work in the group, be it the owners or the managers a great place to work where people are inspired to be the best they can be and work with quality brands and partners to maximize profit and productivity.
LOCATIONS OF COBO, FOBO & CONTRACT PACKAGING IN INDIA
VISIT TO PLANT AND UNDERSTANDING OPERATIONS IN THE PLANT
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COBOFOBOCONTRACT PACKAGING
Water is received from the 300 ft. tube-well and it passes through the water treatment
plant, further passing through the sand filter and the activated carbon filter, so as to
attain pure cleansed water.
In the syrup room, the concentrate received from another bottling plant situated at
Pune, is blended with the sugar syrup.
Once both the water and the final syrup are ready, they are both mixed together and
sent to the carbonator section where Carbon Dioxide is added to the mixture to form
the final product.
On the other hand, simultaneously, the returnable glass bottles are depalletized,
inspected and washed for the purpose of filling in the final product in it. This step
does not take place in the PET bottle line as the bottles once used are disposed.
The product is finally filled in the bottles, crowned (in case of RGB)/ capped (in case
of PET bottles), labeled and cased in order to be sent into the warehouse for
distribution
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INGREDIENT DELIVERY
SWEETENER
Team of professionals, work on selecting, auditing, sampling, testing, approving and then
authorizing the sugar suppliers and the list of such authorized suppliers with approved sugar
lots and along with the certificate of analysis are sent across to all the bottling unit for
procurement.
SECRET FORMULA
Created in special concentrate plants, its delivered held and
used under strict controls to maintain its integrity and
security. Each unit of concentrate is especially identifiable to
allow the “History” of
each component to be
researched at any stage
of production, storage or
use.
CO2 FORMULA
When delivered to the plant, co2 comes in cylinders for easy delivery and storage.
In essence co2 a colorless and odorless gas that provides the “Fizz” for our beverages.
WATER
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Since water is a key component to all our beverages, its quality is critical. And since public
water quality varies around the world, each plant further treats the water it uses. This means
that before water is added to any of the beverages, its rigorously filtered and cleansed.
MATERIALS
Ingredients are not the only things delivered to the plant, other materials such as bottles,
cans, labels and packaging are also delivered. Coca cola plants uses refillable glass bottles
(RGB) in the production process. When bottles are delivered to the plant, they are carefully
inspected to ensure that they meet the exacting standards. Once these have passed initial
inspection, they move on to be washed and rinsed.
WASHING AND RINSING
To ensure quality, each bottle is washed,
sanitized and rinsed before being filled. While
this sounds simple, the actual steps can differ by
bottling plant. In Coca cola plants use refillable
glass bottles. To ensure they meet the
cleanliness standard of the company, bottles are
first hit with pre-rinse jets which remove a dirt or
debris. They are then soaked in a high
temperature deep cleaning solution that removes
any remaining dirt and sanitizes them. The
bottles then move to the “Hydro wash” where
they are washed again with a deep cleaning pressure spray.
MIXING AND BLENDING
H2O AND SUGAR
Mixing and blending begins with the steps of
mixing pure water with refined sugar, which
creates simple syrup. The syrup is then measured
for the correct amount of sugar.
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H2O AND SYRUP
With the syrup nearing its final state, it is mixed with pure water, creating the finished
carbonated beverage. However, the water and syrup must be mixed in right ratio.
This is done by the beverage proportioning equipment. It accurately measures the correct
ratio for each and sends this mixture to the carbonator.
CO2 ADDING
Adding CO2 or carbon dioxide gas, it is the final touch that carbonates the beverages, CO2
not only give our beverages their effervescent zest but it also adds to the distinctive and
familiar taste everyone has come to expect from our beverages.
CAPPING
Once filled, bottles are then
capped. Company uses
different bottles, glass bottles
are usually topped with a
metal. Each cap type then
moves through different parts
of the machine which ensures
each cap stays scratch free
and is in the right position to be
precisely placed on the bottle.
The process actually stops if
the detector doesn’t find a
closure. If the bottle cap isn’t
just right, the beverages can
become flat or be affected in
other ways. If this happens the
bottle is discarded.
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CODING
The bottle is now ready to be
coded. Each one of the beverages
is marked with a special code that
identifies specific information
about it. The codes simply identify
the data the beverages was
bottled. These codes identify the
date, time, batch no. and the MRP.
INSPECTION
Company inspects bottles at
many points during the process.
With the refillable bottles, it
happens when they are first
brought into the plant. They are
also inspected after they are
washed and again after they are
filled. Inspectors look for external
bottle imperfections and make
sure each bottle has the right
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amount of beverages. Even after filling, the plant samples bottles for analysis in its lab to
ensure quality is up to standards.
PACKAGING
Once the filled beverages have passed final inspection, they are ready to be packaged for
delivery.
WAREHOUSING AND DELIVERY
In order to make sure the freshest
beverages possible get to you, each
warehouse must efficiently manage the
thousands of beverages cases produce
each day. From the warehouse,
Beverages are loaded onto the
distinctive trucks.
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Organizational structure of kandhari Beverages
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CEO (Ashish sethi)
General Manager (Eesh sethi)
Vice-President (Jaspal bhatia)
RED head (Kamal sharma)
Deputy GM (Gurdeep saggu)
SGA Manager (Satinder)
Sales Manager (Pragraj)
Astt Sales Manager
Sr. Sales Executive
Sales Supervisors
Team Leaders
Market developers
Salesman
Marketing Manager (Mohnish)
Market Research
Executive (Preeti)
Comparative analysis of MINUTE MAID NIMBU FRESH and channels used by Coca-cola against its competitors
63 | P a g e
About Product
Minute Maid is a 62-year-old brand and entered the Coca-Cola fold in 1960. The new
Minute Maid Nimbu Fresh is a truly refreshing lemon juice-based drink with no added
preservative or added color. The latest offering is a lemon juice-based drink from the Coca-
Cola Company's (TCCC) stable developed especially for consumers in India. Minute Maid
Nimbu Fresh is made out of great quality fresh lemon juice concentrate, providing
consumers with a great refreshing experience - just like natural, home-made ‘nimbu pani'.
The product was thereby branded ‘Minute Maid’, a name signifying the convenience and the
ease of preparation i.e. the drink could be prepared in just about a minute. "Innovation has
always been the hallmark of Coca-Cola's business strategy in India.
The launch of Minute Maid Nimbu Fresh is the latest example. Part of a phased launch, the
latest product innovation would be first made available to consumers across the state of
Tamil Nadu. As part of the same process, over the next two months, Minute Maid Nimbu
Fresh would be retailed across 35,000 outlets in the state followed by a nation-wide launch
later this year", said T. Krishnakumar, CEO, Hindustan Coca-Cola Beverages Pvt. Ltd at
the press conference in Chennai today
The latest innovation by Coca-Cola in India is targeted at consumers across all age groups
who are on the lookout for a naturally refreshing juice drink. The innovative consumer
proposition of Minute Maid Nimbu Fresh especially formulated to offer a refreshing
experience is best explained by the brand's tagline – ‘Bilkul Ghar Jaisa' (just like home).
There are over a 100 products in the Minute Maid banner that include fruit drinks in various
flavors and fortified varieties. Coca-Cola is exploring its options to introduce some of these in
India in future after tweaking them to suit local tastes and conditions. Minute Maid Nimbu
Fresh is being made available in two pack sizes - on-the-go 400 ml PET and 1 liter PET all
affordably priced at Rs 15 and Rs 40 respectively. Coca-Cola in India currently enjoys
market leadership in the juice drink segment with brand Maaza (no.1 mango juice drink in
the country) and Minute Maid Pulpy Orange (no.1 orange juice drink in the country). With the
launch of Minute Maid Nimbu Fresh, Coca-Cola in India is all set to further extend its
leadership in this fast growing segment.
The product is made available in groceries, large format stores, eating and drinking outlets, convenience stores etc a company official told that the juice is imported from Israel and the concentrate made at the company's Pune plant, and then sent to Coca-Cola plants at Gangaikondan in Tamil Nadu and Chittoor in Andhra Pradesh.
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According to Krishnakumar, the company aims to reach the new product to 35,000 outlets in Tamil Nadu by March and 90,000 outlets across the country in a phased manner.
OBJECTIVES OF THE STUDY
To study the channels and selling techniques used by coca-cola and its competitors for their respective lemon juice variants.
To Study the taste preferences of the consumers towards the lemon Juice.
SCOPE OF THE STUDY
This study was confined to the Chandigarh region covering all sectors. I am considered the Lemon Drink variants, that is,
Minute maid Nimbu Fresh ----- Coca-cola
RESEARCH DESIGN
A research design is a framework or blueprint for conducting the marketing research
project. It specifies the details of the procedures necessary for obtaining the information
needed to structure and/or solve marketing research problem.
On the basis of fundamental objectives of the research we can classify research design into
two general types:
EXPLORATORY RESEARCH
CONCLUSIVE RESEARCH
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Exploratory research is one type of research design, which has its primary
objective the provision of insights into, and comprehension of, the problem situation
confronting the researcher.
Conclusive research is designed to assist the decision maker in determining
evaluating and selecting the best course of action to take in a given situation.
Conclusive research can be further divided into two types:-
Descriptive
Experimental
The research design used in this project is a DESCRIPTIVE DESIGN.
Descriptive study as the name implies is designed to describe something-for example the
characteristics of users of a given product, the degree to which the product use the varies
with income, age, etc.
SAMPLING TECHNIQUE USED:
This research has used convenience sampling technique.
Convenience sampling technique: Convenience sampling is used in
exploratory research where the researcher is interested in getting an inexpensive
approximation of the truth. As the name implies, the sample is selected as per the
convenience.
SAMPLE SIZE:
For the study, a sample size of 100 has been taken into consideration.
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SOURCES OF DATA COLLECTION:
Research will be based on two sources:
1. Primary data
2. Secondary data
1) PRIMARY DATA:
Questionnaire: Primary data was collected by preparing questionnaire and the people
were randomly being requested to fill them.
2) SECONDARY DATA:
Secondary data consisted of different literatures like books, articles, internet and websites.
In order to reach relevant conclusion, research work needed to be designed in a proper way.
STATISTICAL TOOLS USED
The main statistical tools used for the collection and analyses of data in this project are:
Pie Charts
Bar Diagrams
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Q1.Do you drink readymade lemon juice?
(a) YES (b) NO
Sales
YESNO
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ANALYSIS:
From the survey it was found that amongst 100 respondents
a) 54% of the respondents prefer to drink lemon juice.b) 46% of the respondents prefer to drink lemon juice.
57%
43%
0%
10%
20%
30%
40%
50%
60%
Nimbooz Nimbu Fresh
Series1
(a) If yes, what do you prefer to drink?
Particulars No. of Respondents Percentage
Nimbooz 57 57%
Nimbus fresh 43 43%
Total 100 100%
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ANALYSIS:
From the survey it was found that amongst 100 respondents
c) 57% of the respondents prefer Nimbooz to drink.d) 43% of the respondents prefer Nimbus fresh to drink.
30
4
8
32
26
0
5
10
15
20
25
30
35
TasteBrand Loyalty
Adverti-sement
Availability Awareness
Factors
Series1
(b) If not, Nimbu fresh any specific reason for not trying:
Particulars No. of Respondents Percentage
Taste 30 30%
Brand Loyalty 4 4%
Advertisement 8 8%
Availability 32 32%
Awareness 26 26%
Total 100 100%
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Q2. Frequency of consumption of your preferred Lemon juice in a week?
a) Nimbooz, Daily b) Nimbu fresh, Daily
2-6 times 2-6 times
Above 7 Above 7
LEMON JUICE
Particulars No. of Respondents Percentage
Daily 28 49%
2-6 times 23 40%
Above 7 6 11%
Total 57 100%
49%
40%
11.00%
0%
10%
20%
30%
40%
50%
60%
Daily 2-6 times Above 7
Weekly Consumption
No
. o
f R
esp
on
den
ts
Series1
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ANALYSIS:
From the survey it was found that amongst 57 respondents.
a) 49% of the respondents consume Nimbu Fresh daily.
b) 43% of the respondents consume Nimbu Fresh2-6 times.
c) 11% of the respondents consume Nimbu Fresh more than 7 times.
Q3. What induces you to buy Nimbu fresh as compare to Nimbooz?
Particulars No. of Respondents Percentage
Price with quantity 30 30%
Health Drink 15 4%
Status symbol 18 8%
Taste 32 32%
Total 100 100%
Q4. How do you rate Nimbu fresh as compared to Nimbooz?
Particulars No. of Respondents Percentage
Equivalent to taste 24 24%
Have artificial added flavor 36 36%
Healthy with preservatives 40 40%
Total 100 100%
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ANALYSIS:
From the survey it was found that amongst 57 respondents.
a) 49% of the respondents consume Nimbu Fresh daily.
b) 43% of the respondents consume Nimbu Fresh2-6 times.
c) 11% of the respondents consume Nimbu Fresh more than 7 times.
ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 30% of the respondents consume Nimbu Fresh because of its price. b) 04% of the respondents consume Nimbu Fresh because it is a healthy drink.c) 08% of the respondents consume Nimbu Fresh because it is a status symbol.d) 32% of the respondents consume Nimbu Fresh because of its taste.
24%
36%
40%
Equivalent to taste
Have artificialadded flavor Healthy withpreservatives
Q5. If not a Nimbu fresh or a Nimbooz, which other beverage (other than water) tops your
mind?
Particulars No. of Respondents Percentage
Coffee 30 30%
Tea 25 25%
Shakes(Milk/Ice cream/Fruit) 8 8%
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ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 24% of the respondents think Nimbu fresh taste are Equivalent to Nimbooz. b) 36% of the respondents think Nimbu fresh have artificial added flavor.c) 40% of the respondents think Nimbu fresh are Healthy but have preservatives.
30%
25%8.00%
12%
25%
Coffee
Tea
Shakes(Milk/Ice-cream/Fruit)
Lassi
Sharbat
Lassi 12 12%
Sharbat 25 25%
Total 100 100%
Q6. Do advertisements affect the purchase of that product?
(a) YES (b) NO
Particulars No. of Respondents Percentage
Yes 77 77%
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ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 30% of the respondents prefer coffee.b) 25% of the respondents prefer tea.c) 08% of the respondents prefer Shakes.d) 12% of the respondents prefer Lassi.e) 25% of the respondents prefer Sharbat.
No 23 23%
Total 100 100%
77%
23%
Yes
No
Q7. Do you think brand ambassador of a product have an impact on the sales of that product?
(a) YES (b) NO
Particulars No. of Respondents Percentage
Yes 72 77%
No 28 28%
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ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 77% of the respondents think that advertisements affect their purchases. b) 23% of the respondents think that advertisements do not affect their purchases.
72%
28%
Yes
No
Total 100 100%
(a) If yes, Nimbu fresh should be associated with a brand ambassador to
Increase its sales?
(a) YES (b) NO
Particulars No. of Respondents Percentage
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ANALYSIS:
From the survey it was found that amongst 100 respondents.
a) 72% of the respondents think that brand ambassador of a product have an impact on the sales of the Product.
b) 28% of the respondents brand ambassador of a product have an impact on the sales of the Product.
58%
42%
0%
10%
20%
30%
40%
50%
60%
YES No
Series1
YES 58 57%
No 42 43%
Total 100 100%
SUGESSTION
Taking the above analysis into consideration, the following points can be regarded for further
marketing of the product:
Advertisements should target the entire family, mainly because it has been observed
that irrespective of age and gender, more than 75% of the people have liked the
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ANALYSIS:
From the survey it was found that amongst 100 respondents
a) 58% of the respondents think that brand ambassador to increase its sales
b) 42% of the respondents think that brand ambassador to increase its sales
product and look forward to buy it again. Advertisements should highlight the main
features of the product that is the existence of Nimbu bilkul ghar jaisa (which is
already made prominent in Advertisements); it should lay emphasis on the health and
nutrition value of the product and also on the fact that it is as good as fresh Lemon
juice.
Due to the current prices, an eyebrow raiser for some, the product could be sold in
packs of 2 or more and there could be a price reduction.
At Modern Trade Outlets, where shoppers buy in bulk, Minute Maid nimbu fresh
could be given away free, if the customer buys goods worth more than a certain price
line. This strategy is already being carried out at the Food World outlets. It could be
introduced even at Subhiksha, Spencer’s Daily, Big Bazaar etc.
Smaller packs of Minute Maid Nimbu fresh like tetra packs of 200-300 ml can be
introduced as, when a customer wants a small amount of the drink just to quench his
thirst for that moment, he would not want to buy a bottle containing 400 ml or 1litre of
the juice. Therefore, smaller packs of the product do come in handy.
Company should even provide umbrella, chairs etc. to the places like college canteen, tea stalls etc. which will motivate them keep more of Coca-cola.
For the launch of the product and for the success of the product what should be done first is to target the Retailer for the simple reason he is the person who will give display, promotion & add to the selling of the product.
LIMITATIONS
The study was confined to some areas of New Chandigarh only.
Time and cost constraints were also there.
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Chances of some biasness could not be eliminated.
A Samples size of 100 has been use due to time limitations
The time period of study was only for two month so it was not possible to
cover all the areas and go into the depth of the problem and make analysis.
Some respondents left some of the questions unanswered either due to inability to put a strain on mind or they did not know the answer.
ANNEXURE
PERSONAL DETAILS
Name - _________________
Age - 15-25 25-35 35-50
Gender - Male Female
Occupation - Student Housewife Business Service
Q1.Do you drink readymade lemon juice?
(a) YES (b) NO
(a) If yes, what do you prefer to drink?
a) Nimbooz
b) Nimbu fresh
(b) If not, Nimbu fresh any specific reason for not trying:
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(a) Taste (b) brand loyalty (c) Advertisement
(d) Availability (e) Awareness
Q2. Frequency of consumption of your preferred Lemon juice in a week?
a) Nimbooz, Daily b) Nimbu fresh, Daily
2-6 times 2-6 times
Above 7 Above 7
Q3. What induces you to buy Nimbu fresh as compare to Nimbooz?
a) Price with quantity ______
b) Health Drink ______
c) Status symbol ______
d) Taste ______
Q4. How do you rate Nimbu fresh as compared to Nimbooz?
a) Equivalent to taste
b) Have artificial added flavor
c) Healthy with preservatives
Q5. If not a Nimbu fresh or a Nimbooz, which other beverage (other than water) tops your
mind?
a) Coffee
b) Tea
c) Shakes (Milk/Ice-cream/Fruit)
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d) Lassi
e) Sharbat
Q6. Do advertisements affect the purchase of that product?
a) Yes
b) No
Q7. Do you think brand ambassador of a product have an impact on the sales of that product?
(a) YES (b) NO
(a) If yes, Nimbu fresh should be associated with a brand ambassador to
increase its sales?
(a) YES (b) NO
References & Bibliography
Websites Visited:
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http://www.thecoca-colacompany.com
http://www.coca-cola.com
http://www.ko.com
http://www.hoovers.com
http://www.google.com
http://www.wikipedia.org
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