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Company Profile

Name of the Organization:

Hindustan Coca – Cola Beverages Private Limited

Year of Establishment:
October 1993

Form of Business:
Private Limited

Nature of Business:
Leading Producer & marketer of soft drinks in India

Address of Corporate Office:

Coca – Cola India
Enkay Towers, Udyog Vihar V,
Gurgaon, Haryana – 122106.
Tel.: (0124) 2234 8041/8571.

Plant Address (Gujarat):

Village: Goblej, Dist.: Kheda,
Gujarat – 387440.

Name of the President:

Mr. Sanjiv Gupta

02694 84386 / 87 / 77585

E – Mail:


Coca – Cola India

Birth of a Refreshing Idea

John Styth Pemberton first introduced the refreshing

taste of Coca – Cola in Atlanta, Georgia. It was of 1886

when the pharmacist concocted a caramel – colored syrup

in a three – legged brass kettle in his backyard. He first “distributed” the

new product by carrying Coca – Cola in a jug down the street to Jacobs

Pharmacy. For five cents, consumers could

enjoy a glass of Coca – Cola at the soda

fountain. Whether by design or accident,

carbonated water was proclaimed “Delicious &

Refreshing” Dr. Pemberton’s partner &

bookkeeper, Frank M. Robinson suggested the

name & panned “Coca – Cola” in the unique flowing script that is famous

worldwide today. Mr. Robinson thought ‘the two C’s would look well in

advertising. In 1886 sales of Coca – Cola averages nine drinks per day.

The first, Dr. Pemberton sold 25 gallon of syrup, shipped in bright red

wooden kegs. Red has been a distinctive color associated with the no. 1

soft drink brand ever since. By 1891, Atlanta entrepreneur Asa G.

Coca – Cola India
Candler had acquired complete ownership of Coca – Cola business.

Within four years, his merchandising flair helped expand consumption for

$ 25 million. Robert W. Woodruff became president of The Coca – Cola

Company in 1923, & his more than six decades of leadership took the

business to unrivalled height of commercial success, making Coca – Cola

an institution the world over.

Coca – Cola began as a fountain

product, but candy merchant Joseph A.

Biedenhurn of Mississippi was looking for a

way to serve this refreshing beverage at picnics.

Coca – Cola India
Coca-Cola First Bottled
Coca-Cola began as a fountain product, but candy merchant Joseph

A. Biedenharn of Mississippi was looking for a way to serve this

refreshing beverage at picnics. He began offering bottled Coca-Cola,

using syrup shipped from Atlanta, during an especially busy summer in


In 1899, large-scale bottling became possible when Asa Candler

granted exclusive bottling rights to Joseph B. Whitehead and Benjamin F.

Thomas of Chattanooga, Tennessee. The contract marked the beginning

of The Coca-Cola Company's unique

independent bottling system that remains the

foundation of Company soft drink operations.

Back then, soda bottles were all very similar.

And Coca-Cola had many imitators, which consumers would be unable to

identify until they took a sip. The answer was to create a distinct bottle

for Coca-Cola. As a result, the contour bottle for Coca-Cola with the

shape now known around the world was developed in 1915 by the Root

Glass Company.

Coca – Cola India
Coca – Cola in India

After a 16-years absence, Coca-Cola returned to India in 1993. The

Company's presence in India was cemented in November that year in a

deal that gave Coca-Cola ownership of the nation's top soft-drink brands

and bottling network.

Coca-Cola India has made significant investments to build and

continually improve its business in India, including new production

facilities, wastewater treatment plants, and distribution systems and

marketing equipment.

During the past decade, the Coca-Cola system has invested more

than US$ 1 billion in India.

Coca-Cola is one of the country's top international investors.

In 2003, Coca-Cola India pledged to invest a further US$100

million in its operations.

Coca-Cola business system directly employs approximately

6,000 local people in India.

In India, we indirectly create employment for more than

125,000 people in related industries through our vast procurement,

supply and distribution system.

Coca – Cola India
Virtually all the goods and services required to produce and

market Coca-Cola locally are made in India.

The Coca-Cola system in India comprises 27 wholly-owned

company-owned bottling operations and another 17 franchisee-owned

bottling operations.

A network of 29 contract-packers also manufactures a range of

products for the Company.

Coca – Cola India
Name of the Directors
Douglas N. Draft is chairman, Board of Director & Chief

Executive Officer.

Carl Ware is Executive Vice President of Public affairs &


Brian G. Dyson is Vice Chairman & Chief Operating officer.

Steven S. Heyer is Executive Vice President & Chief Operating

Officer, Coca – Cola Ventures.

Stephen C. Jones is Senior Vice President & C.M.O.

David L. Patrick is Executive Vice President of General Counsel.

Mary E. Minnick is Executive Vice President & Chief Operating

Officer in Asia.

Alexander R. C. Allen is Executive Vice President & Chief

Operating Officer in Europe, Eurasia & Middle East.

Alexander B. Cumming Jr. is President of Africa Group.

Gary P. Fayard is Senior Vice President & C.F.O.

Sanjiv Gupta is a President of Coca – Cola India.

Coca – Cola India





Coca – Cola India
Quality Policy
The Coca-Cola Company exists to benefit and refresh everyone it

touches. For us, Quality is more than just something we taste or see or

measure. It shows in our every action. We

relentlessly strive to exceed the world's ever-

changing expectations because keeping our

Quality promise in the marketplace is our

highest business objective and our enduring

obligation. More than a billion times every day, consumers choose our

brand of refreshment because Coca-Cola is...

The Symbol of Quality

Customer and Consumer Satisfaction

A Responsible Citizen of the World

Coca – Cola India
SWOT Analysis

S. = Strengths

 It is a company with an experience more than 100 years.

 Coca – Cola is no 1 Soft Drink Company of the world.

 The company has never look back because of its innovative


 It has got a very good infrastructure which helps the process of


 Its trademark is identified by almost 95% of world population.

 Maintains its major focus on worldwide expansion of cola


W. = Weaknesses

 Relationship with bottling subsidiaries could create territorial &

other loyal problems.

 Large region bottlers may not have the adequate finance

resources to continue expansion; this may decrease or spoil the


Coca – Cola India
O. = Opportunities

 It has got golden opportunities of promoting its product trough

out the nation.

 Coca – Cola tries to grab every opportunity that comes their


 World wide economy development & population growth to

sustain sales & profit.

 Strong brands name of the company.

 Its logo is identified by almost about 95% of the world


T. = Threats

 The main threat which not only the Coca – Cola, but also the

Soft drink Industry.

 It has captured believe that the next turn will be that of India.

 The biggest threat to coke is its competitor Pepsi.

 It has another threat to increase its advertisement budget.

Coca – Cola India
Organizational Structure

Board of Directors

Managing Director

Vice President

Senior General Manager

General Manager

Head of the Department



Coca – Cola India
Departments of Organization

There are so many departments of this company. There are many

sub departments of the department. The some major departments are

described under:


This is the department, which looks after the whole production

process, there are also some sub divisions.

1. Water Treatment Department:

In this department water is treated to make is pure & safe water,

they use RO Plant, UV rays, Chlorine etc. to make it pure.

2. Flavour Department:

This is the department, which looks after the taste & proper amount

of flavour added into it. This is the reason why the taste of Coca – Cola is

same an over the world.

3. Bottling Department:

In this department all the bottles are manually checked so that no

damaged bottles are filled. Bottles are first cleaned with automatic

machines & then filled with a machine that as capacity to fill 600 bottles

per min.

Coca – Cola India

This department looks after the sale of the production, the Coca –

Cola has an indirect distribution channel of supply, this department plays

a major role. There are more than 300,000 retail outlets across the country

& to keep watch on this outlet is duty of sales department, so that this

outlet never cheats the consumer.


This department looks after all financial needs of the company’s

any department. To expand the business or to yet it divers the company

should look that is this department has enough finance to do so or not.


This department looks after how the production of the company

can be promoted in the market. This department thinks of schemes to be

given along with the product. It can be in form of discount or sample of

new product is given free or anything else.


This department do research to improve the quality of product

along it is great. This department does research or how the drink should

be packed & sold in the market at the lowest cost. This department

develops new & new taste soft drinks.

Coca – Cola India
Various Products

Coca – Cola India
Coca – Cola:
In India, Coca-Cola was the leading soft-

drink till 1977 when govt. policies necessitated its

departure. Coca-Cola made its return to the country

in 1993 and made significant investments to ensure

that the beverage is available to more and more people, even in the

remote and inaccessible parts of the nation.

Coca-Cola returned to India in 1993 and

over the past ten years has captured the

imagination of the nation, building strong associations with cricket, the

thriving cinema industry, music etc. Coca-Cola has been very strongly

associated with cricket, sponsoring the World Cup in 1996 and various

other tournaments, including the Coca-Cola Cup in Sharjah in the late

nineties. Coca-Cola's advertising campaigns Jo Chaho Ho Jaye and Life

ho to Aisi were very popular and had entered the youth's vocabulary. In

2002, Coca-Cola launched the campaign "Thanda Matlab Coca-Cola"

which sky-rocketed the brand to make it India's favorite soft-drink brand.

In 2003, Coke was available for just Rs. 5 across the country and this

pricing initiative together with improved distribution ensured that all

brands in the portfolio grew leaps and bounds.

Coca – Cola India
Thums Up:

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 from Parle.

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.

Coca – Cola India

“Lime n’ lemoni Limca”. The drink that can

cast a tangy refreshing spell on anyone, anywhere.

Born in 1971, Limca has been the original thirst

choice, of millions of consumers for over 3 decades.

The brand has been displaying healthy volume growths year on year and

Limca continues to be the leading flavor soft drink

in the country.

The sharp fizz and lemoni bite combined

with the single minded positioning of the brand as

the ultimate refresher has continuously

strengthened the brand franchise. Limca energizes

refreshes and transforms. Dive into the zingy refreshment of Limca and

walk away a new person.

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

The Coca-Cola Company, is seen as one of the

favorite drinks since 1940's. Fanta entered the

Indian market in the year 1993.

Over the years Fanta has occupied a strong market place and is identified

as "The Fun Catalyst". Perceived as a fun youth brand, Fanta stands for

its vibrant color, tempting taste and tingling bubbles that not just uplifts

feelings but also helps free spirit thus encouraging one to indulge in the

moment. This positive imagery is associated with happy, cheerful and

special times with friends.

Fanta advertising over the time has had

the highest association with fun and friends that has reflected through

past TV commercials like Masti ka Apna Taste, Bajao Masti Ki

Ghanti to the recent commercials Dil Khol Ke at the Airport. Rani

Mukerjee, as the brand ambassador for Fanta is the perfect embodiment

of brand character vis fun, vivacious and energetic.

Coca – Cola India

Worldwide Sprite is ranked as the No. 4 soft

drink and is sold in more than 190 countries. In

India, Sprite was launched in year 1999 and today it

has grown to be one of the fastest growing soft drinks, leading the Clear

lime category. Today Sprite is perceived as a youth icon. Why? With a

strong appeal to the youth, Sprite has stood for a straightforward and

honest attitude. Its clear crisp refreshing taste encourages the today's

youth to trust their instincts, influences them to be true to who they are

and to obey their thirst.

Sprite advertising for has always been

memorable with very high recall value,

specially amongst the youth. With popular TV

commercials like Lisa Ray, Aish, Market Research and it's latest take on

its competitor - 'I don't want to Do' Sprite has stood in the minds of youth

as "Sprite Bujhaye Only Pyaas, Baki All Bakwaas", which has became

recognizable around the country.

Coca – Cola India

Maaza was launched in 1976. Here was a

drink that offered the same real taste of fruit juices

and was available throughout the year. In 1993,

Maaza was acquired by Coca-Cola India. Maaza currently dominates the

fruit drink category.

Over the years, brand Maaza has

become synonymous with Mango. This has

been the result of such successful campaigns

like "Taaza Mango,Maaza Mango" and "Botal mein Aam, Maaza hain

Naam". Consumers regard Maaza as wholesome, natural, fun drink which

delivers the real experience of fruit.

The current advertising of Maaza positions it as an enabler of fun

friendship moments between moms and kids as moms trust the brand and

the kids love its taste. The campaign builds on the existing equity of the

brand and delivers a relevant emotional benefit to the moms rightly

captured in the tagline "Yaari Dosti Taaza Maaza"

Coca – Cola India
Diet Coke:

“Looking good and tasting great!” Diet

Coke was born in 1982 and quickly became the No.

1 sugar-free drink in diet-conscious America.

Known as Diet Coke in the U.S., Canada, Australia and Great Britain,

and as Coca-Cola light in other countries, it's now the No. 3 soft drink in

the world.

It's the drink for people who want no calories, but

plenty of taste. Ad campaigns around the world for Diet Coke share a

playful, sophisticated and fun-loving attitude.

Coca – Cola India

Sunfill powder drink has been developed locally

based on the Indian consumer preferences. We have

kept in mind the Indian palate (Taste / Sweetness /

Sourness / orange flavor). Sunfill is also present in other countries, either

in the form of a fruit juice based drink, or in the powdered concentrate

form in countries like Indonesia, Sri Lanka and Bangladesh. It has been

developed using The Coca-Cola Company's expertise in the beverage

business. Keeping in mind the affordability factor and the competition,

Sunfill is available in three variants- Sunfill Regular, Sunfill Anand and

Sunfill Tarang. Sunfill is great tasting, convenient and economical.

Sunfill Regular priced at Rs. 2.50 per

serve gives the consumer a world class

product, which not only is very convenient, but also has a very attractive

price. The product is available in single serve (23gms) & multi serve

(200gms) and in 4 flavours- Orange, Lemon, Mango and Pineapple.

Sunfill Anand was launched with the strategy cater to SEC C, D, E

and Rural India. It is a non-sugared concentrate which provides one

serving at 50 paise only. Anand has also been launched in a multi-serve

pack which provides 22 glasses only at Rs. 10.

Coca – Cola India
Sunfill Tarang is targeted at housewives in the high-end grocery

segment keeping in mind the age-old Indian custom of making squashes

at home. It is a non-sugared concentrate and is available in a multi-serve

pack which makes 18 glasses at Rs. 15.

The advertising campaign emanates from the winning product and

brand concept and is based on extensive consumer research. Sunfill is

bounty in the hands of the housewife. It is refreshing, economical and


Coca – Cola India
Kinley Water:

Water, a thirst quencher that refreshes, a life

giving force that washes all the toxins away. A

ritual purifier that cleanses, purifies, transforms.

Water, the most basic need of life, the very sustenance of life, a

celebration of life itself. The importance of water can never be

understated. Particularly in a nation such as India where water governs

the lives of the millions, be it as part of everyday rituals or as the

monsoon which gives life to the sub-continent.

Kinley water understands the

importance and value of this life giving

force. Kinley water thus promises water that

is as pure as it is meant to be. Water you can trust to be truly safe and

pure. Kinley water comes with the assurance of safety from the Coca-

Cola Company. That is why we introduced Kinley with reverse-osmosis

along with the latest technology to ensure the purity of our product. That's

why we go through rigorous testing procedures at each and every location

where Kinley is produced. Because we believe that right to pure, safe

drinking water is fundamental. A universal need, that cannot be left to

chance. Kinley water - Boond Boond Mein Vishvaas!

Coca – Cola India
In the company's journey towards the vision

'leading the beverage revolution in India', now even

Garam matlab Coca-Cola…. A hot new launch

from Coca-Cola India. Georgia, quality tea &

coffee served from state of the art vending machines is positioned to tap

into the nation’s biggest beverage category.

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

affordable cuppa is available in a range of 7 sizzling flavors, adrak,

elaichi, masala and plain tea cappuccino, mochaccino and regular


Georgia is currently in the roll out stage after a successful launch

in Delhi & Kolkata. Georgia aims to become the consumers preferred

choice of hot beverage when he is on the go, the brand is well on course

to achieving its vision.

While Georgia is a mass market

offering, Georgia Gold is the premium brand which caters to the

connoisseur. Made from freshly roasted and ground coffee beans,

Georgia Gold is delicious tasting aroma with the tantalizing aroma of

fresh coffee. Currently available exclusively at McDonalds outlets

across the country Georgia Gold has driven coffee sales through the roof.

Coca – Cola India
The success of hot beverages from Georgia Gold has resulted in

extension into the cold category, with the introduction of Ice Tea and

Cold Coffee.

Coca – Cola India
Georgia Gold:

In the company's journey towards the vision

'leading the beverage revolution in India', now even

Garam matlab Coca-Cola…. A hot new launch

from Coca-Cola India. Georgia, quality tea and coffee served from

state of the art vending machines is positioned to tap into the nations

biggest beverage category.

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

affordable cuppa is available in a range of 7 sizzling flavours, adrak,

elaichi, masala and plain tea cappuccino, mochaccino and regular


Georgia is currently in the roll out

stage after a successful launch in Delhi &

Kolkata. Georgia aims to become the

consumers preferred choice of hot beverage

when he is on the go and the with 23

million cups so far, the brand is well on

course to achieving its vision.

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

premium brand which caters to the connoisseur. Made from freshly

Coca – Cola India
roasted and ground coffee beans, Georgia Gold is

delicious tasting aroma with the tantalizing aroma of fresh coffee.

Currently available exclusively at McDonald’s outlets across the country

Georgia Gold has driven coffee sales through the roof. The success of hot

beverages from Georgia Gold has resulted in extension into the cold

category, with the introduction of Ice Tea and Cold Coffee.

Coca – Cola India
Vanilla Coke:

Vanilla Coke was launched in 2002 in North

America and subsequently in various other markets

across the world and met with immense success.

The idea of the refreshment of Coca-Cola with a hint of Vanilla was

found very appealing when tested in India and we launched Vanilla Coke

in April 2004. The Thanda Matlab Coca-Cola campaign which was

launched in 2002 had made Coca-Cola India’s favourite soft drink and

this helped launch Vanilla Coke as ‘Ice-Creamy Thanda’, thereby making

the new brand something familiar and comfortable to the consumer.

Vanilla Coke was launched with a high

profile TVC featuring teen heartthrob Vivek

Oberoi in a remarkably new and different retro avatar. Directed by Ram

Madhvani, the TVC has become a rage in the country with people from

various walks of life using the term ‘Wakaw’ in various contexts. The

Bappi Lahiri track has also become very popular.

Other than the TVC, radio & outdoor, the 360 degrees campaign

includes a complete internet led brand experience that you can catch on and outdoor activation.

Coca – Cola India
Plant Layout


∗ Commissioned in March 1998.

∗ Situated at the peaceful environs of Goblej just 30 km away

from Ahmedabad City.

∗ Have two RGB lines & One Hot fill Line.

∗ Capable of Producing 55000 cases/day.

∗ The World’s favorite soft drink is Ahmedabad’s favorite too,

evident from the phenomenal growth rate that Coca – Cola has

achieved since its re – introduction in India.

In Goblej, government facilities are very good; there are lots of non

– skilled people here at Goblej. Coca – Cola generated lots of

employment in Goblej. The staff of Goblej plant coming from allover


The struggling time for the pant is Rainy Season. In rainy season

everything will go down, production to marketing. The profitable time is

summer. In summer consumption goes up because here at Gujarat, the

temperature is very hot at the time of summer. That’s why in summer

production should be on full speed.

Coca – Cola India
At The Coca-Cola Company, through our globally accepted and

validated manufacturing processes and Quality Management Systems,

they ensure that their manufacturing facilities are equipped to provide the

consumer with the highest possible quality beverage each time. Let us

now take you through the processes and Quality Assurance Programs

followed by our world-class manufacturing facilities in India.

Even before the plant is constructed, the site is selected based on

the availability of source water meeting the portability quality standards.

At all their carbonated and non-carbonated soft drink manufacturing

locations, the source water is tested for all requirements of potable

drinking water. The analysis is always conducted by independent third

party accredited laboratories. The source water is then properly protected

and re-tested periodically to ensure conformance to potability standards.

The water is then drawn through sealed pipelines into the storage

tanks in secured water treatment areas of the manufacturing plant.

1. The first step in the manufacturing of soft drinks is the

disinfections of water using the globally approved procedure of

chlorination. This treatment ensures the destruction of microorganisms

including pathogens and oxidation of heavy metal ions and organic


Coca – Cola India
2. The second step is the filtration at the molecular level, which is

achieved either by coagulation/flocculation or reverse osmosis.

Contaminants commonly removed by this process include:

-Dirt, clay and any other suspended matter in the water.

-Microbial matter (including bacteria, yeast, moulds, virus, protozoa).

-Heavy metals and compounds which may cause an off-taste.

When coagulation/flocculation is used, colloidal materials and

suspended particles are removed by settling plus enhanced filtration

through multi-media. If needed, alkalinity reduction may also be achieved

by lime softening or ion exchange filters.

3. The third step to stop potential contaminants is water

purification using granular activated carbon filters. The granular activated

carbon, with its large and porous surface area, ensures effective removal

of trace levels of organic compounds (including pesticides and

herbicides), colour, off-taste and odour-causing compounds using the

principle of absorption.

Coca – Cola India
4. The last step is polishing filtration, which is passing water

through high efficiency 5-micron filters to ensure every drop of treated

water is free from any activated carbon fines and is safe for use in


Similar to the stringent norms used for water, we buy high-grade

sugar from authorized sugar mills in India and this is treated with a

globally acclaimed carbon treatment which removes any impurities and is

then used for the preparation of purified sugar syrup. This sugar syrup is

then blended with the soft drink concentrate.

Carbon-dioxide from authorized suppliers meeting international

purity standards is procured, which goes through stringent quality control

checks before being used in the beverage process. The three ingredients

of syrup, treated water and carbon-dioxide are blended as per The Coca-

Cola Company's specifications.

The glass bottles returned from the market are thoroughly cleaned

and sanitized with specially formulated cleaning agents at high

temperature that use sophisticated state-of-the-art Bottle Washers or

Bottle Rinsers (in case of PET). These bottles are then transported to the

filler using a fully automated conveyor system after a thorough visual

Coca – Cola India
inspection. The beverage is then filled into glass

containers or virgin food grade PET bottles using a high-speed automated

filling machine. The entire filling operation is fully automated and

untouched by human hands.

The bottles are finally capped/crowned, date coded and packed into

crates/cartons to make them available to our consumers. The complete

manufacturing process has a well defined and structured Quality Control

and Assurance Program. All the manufacturing facilities employ

qualified, experienced and trained professionals for manufacturing and

testing of our products.

All the bottling facilities follow the Good Manufacturing Practices

requirements as applicable to the food industry. All manufacturing

equipments fulfills the stringent requirements of GMP and sanitary

design. The entire quality management system of each plant is

documented, managed and continually improved through a world-wide

accepted system of TCCQS (The Coca-Cola Quality System).

The Company also has a strong internal audit system to monitor

compliance to international and local standards. The manufacturing

facilities also get audited by accredited external audit agencies against

quality management standards. This internal checks and balances system

Coca – Cola India
works virtually in every aspect of our business and gives us the

confidence to reassure our promise to consumers every day.

At The Coca-Cola Company, they are committed to delivering high

quality products to our customers and consumers throughout the globe.

Each and every time.

Coca – Cola India
Basic Production Process:
The secret ingredient
People love to speculate about the secret ingredient in Coca-Cola.

Some say it could be ferreted out by simple analytical chemistry. Others

are sure they taste a distinctive flavour base. But most are simply

delighted that it makes Coca-Cola, the world’s premier soft drink, taste so

consistently delicious.

What’s our secret? Well, one secret is

locked safely away in a secured vault. But

another is just an arm’s length away. It’s the consistent quality of Coca-

Cola. Wherever we do business, the Coca-Cola system adheres not only

to local and national laws for food processing and labeling, but also to our

own strict standards for exceptional quality. Everything we do, from the

selection of ingredients to the delivery of our finished products, reflects

our commitment to offering you the highest quality products. Let’s take a

closer look at that commitment.

Coca – Cola India
Concentrate and syrup manufacturing
Most of our flavours are produced as concentrates, which are

rigorously analyzed to ensure that they meet quality specifications. Each

concentrate lot is coded and packaged, then shipped on for the next step -

the addition of sweetener and water to the concentrates to produce syrups

for our products.

The quality standards are very high.

Mixing tanks must be of a specified grade of

stainless steel. The entire syrup manufacturing

system must employ hot sanitation. Precise

control over water and sweetener components must be demonstrated.

And, quality control professionals must oversee each step of the process.

Our syrups start with fresh water, treated by using a multiple

barrier filtration process to ensure its quality. In addition to the water and

concentrate, sweeteners are added to produce syrup for most products.

Throughout the manufacturing process, we take special care to ensure

that every step - from the selection of ingredients to the calibration of

equipment - adheres to our own strict requirements. The final step is to

verify that our efforts have been successful by testing the syrups for taste

and adherence to their formulas.

Coca – Cola India
The Process
The magic of turning syrup into a finished beverage is the role of

bottlers and canners. They bring together the essential ingredients - syrup,

water and carbon dioxide - and transform them into the essence of

refreshment. To do this, many producers now use the latest in computer

technology and statistical process control. It’s a modern way to achieve

our one traditional goal - consistent quality.

Because they know that quality cannot

be "tested in" to a product, they work

tirelessly to ensure that they make it right the

first time. They clearly define the process

and control the inputs and steps in the process so that we can predict the

quality of what we produce. Then, they test our work as a confirmation of

our tightly controlled process. For instance, syrup-to-water ratios

(mixtures) are accurately established at production start-up and are

monitored frequently during the production run. Some plants use "in-line"

electronic monitors, which continuously test the ratios and the

carbonation of the beverage. No matter what sophisticated techniques are

utilized, frequent taste-testing confirms that the blending process has

produced exactly the right flavour ... the flavour you expect every time

you drink one of our products. Adding pure carbon dioxide to the blend,

Coca – Cola India
in just the right proportion, puts the "sparkle" in soft

drinks. To ensure we have it right, technicians periodically check

production runs. In addition to consistent syrup and beverage quality,

packaging must also pass rigorous standards. We not only work with our

packaging suppliers to ensure quality in their production, but also employ

our own testing methods. All packages must be free from defects. Cans

are regularly "torn down" to check the quality of liners and seams.

Bottles, whether glass or plastic, must meet standards for finish and


Once the package has been inspected

and rinsed, it passes to the filler. The filler

injects a precise amount of product.

Immediately, a can end, metal crown or plastic closure seals the package.

Each closure application method must pass regular testing. Metal crowns

for glass bottles must be properly crimped onto the bottle lip. Plastic

closures are tested for proper alignment, threading and torque (how hard

you have to twist to get the closure off the bottle). Can ends are inspected

for smooth, uniform application without gaps or leaks.

Checking fill heights or net contents of our products helps to

ensure that each package contains the proper volume. Can fill levels are

continuously checked by an electronic device, which rejects any can not

Coca – Cola India
properly filled. Bottle fill heights are measured

gravimetrically, or by weight. Labeling and graphics for all packages

must meet clearly defined standards. Every production lot is coded by

date and producing facility. Trained route sales people use this code

extensively to provide the freshest, best-tasting product possible. It’s our

primary tool for maintaining high quality standards throughout the

distribution cycle, right to you - our consumer.

At The Coca-Cola Company, quality is more than just something

they taste, or see, or measure or manage. Quality shows itself in their

every action; it encompasses everything they do. From processing to

packaging to pouring, anything less than 100 percent quality is

unacceptable. Their consumers throughout the world deserve the highest

quality beverages we can produce. Every time.

Coca – Cola India
Pollution Policy
Coca-Cola India is in the business of beverages that refresh people.

They will carry out their operations in ways that Protect, Preserve and

Enhance the Environment they work in. their activities are guided by

Coca-Cola eKOsystem, which provides a framework to transform this

principle in actions.

Towards this objective, it shall endeavor to:

1. Establish, maintain and operate facilities to comply with all

applicable Environmental Safety and Health laws, Statutes and


2. Formulating sound environmental objectives and targets and

integrate a continuous process review in all essential elements of

corporate management.

3. Conservation of natural resources specifically in water, energy and

Fuel by continually improving its usage and reducing wastage.

4. Working as catalyst to enhance collection of post consumer PET

bottles through awareness programs and synergizing relevant

agencies for getting better pricing to the consumer.

5. Seek Co-operation with Public, Private and Governmental

Organizations in identifying solutions to relevant environmental

Coca – Cola India
6. Advertising initiatives are to be critically evaluated while

advertising in Eco-sensitive areas. Do not put advertisement on

Historical Monuments, Religious, Political Buildings & Structures

and other specially protected and sensitive areas.

7. Using cooling equipment with environmentally friendly


8. Managing fleet operations in a manner to minimize environmental

impacts by ensuring good maintenance, improving & tracking fuel

efficiency and effectively managing wastes.

9. Ensuring Procurement policies that consider the environmental

impact of packaging materials and all direct and indirect process

aids used within the operation.

10. Ensuring all operations implement eKO Management System and

requirements under ISO 14001 before December 2004.

This pollution eKO System policy was issued by President of Coca –

Cola India Mr. Sanjiv Gupta, on 21st September, 2003.

Coca – Cola India
Broad Overview & Pyramidal Break up


General Manager, Heads

of Departments,

Supervisors, Technical Persons, Examiners,

Workers – Workers – Workers – Workers

Coca – Cola India
Look beyond the unified team of Coca-Cola and you'll see the reason

why we work so well together. Commitment, tempered by passion for the

brand and the company, seasoned with a huge deal of fun is what life at

Coke is all about. Collectively addressing every issue, Coke draws upon

the many strengths of its people. Be it an external adversity or a

challenging target internally, the invisible glue that makes us stick

together has to be experienced firsthand. Building our strategies in touch

with the market, right from the bottoms-up Annual Business Plan to the

Engagement Program, every associate participates wholeheartedly. The

annual engagement survey backed with business interventions, that gauge

satisfaction, is a two-way tool to enable clarity of deliverables, channelize

feedback and constantly improve ourselves. True to our values of People,

Integrity, Quality, Image and Diversity, Coca-Cola surges forward to

facilitate our commitment to our internal and external customers and the


Entrepreneur? CEO? If that's how you picture yourself some years

from now then Coca-Cola is the perfect place to nuture your ambitions.

Working at thrice the pace of an ordinary FMCG and reverse logistics

make the beverage industry much more challenging.

Coca – Cola India
Selection Process

With large areas of the Indian consumer market remaining

untapped and riding on a double digit growth rate business is booming.

With new products being introduced each year, new distribution &

marketing strategies will be a challenge in the coming years…from the

brand position to the distribution strategy- it could be all yours!

Campus Recruitments

 Summer Trainees
The Coca-Cola Summer Trainee

Program is designed to facilitate the

professional development of young talent and

identify talented culture-fit employees for the

company's Management Trainee program. The Summer Trainee program

provides a learning of the vagaries and complexities of our business 'from

the ground up'. With value-creating live projects, the intern begins

appreciating the intricacies of his or her function and the impact that it’s

has on business. The quality and content of projects provides an

opportunity to complement your classroom learning with hand-on


Coca – Cola India
We offer a traineeship in the following areas:

* Sales

* Marketing

* Human Resources

* Supply Chain

 Management Trainee
The Coca-Cola Management Trainee Program is the first step

towards developing business general managers. A structured assessment

process at some of the country's premier

business schools ensures that we hire

the right talent to groom them into

senior management positions A cross-

functional training program spread over

six months across the country builds an appreciation of the complexity of

the business as well as help you understand the its interlinkages. The

learning experience is also spiced up with a few value-creating projects in

the functional stints. Ground learnings are further consolidated with

structured classroom sessions from the field managers themselves. A

Community Development stint helps the leaders of tomorrow to relate to

their environment and reaffirms our commitment to the community.

Coca – Cola India
The functional training stints include Sales, Marketing, Technical,

Finance and Human Resources.

We offer a traineeship in the following areas:

* Sales

* Marketing

* Human Resources

* Supply Chain

* Logistics

* Finance

 Graduate Engineer Trainees & Quality Operations


Quality is one of the key values for Coca-Cola. To deliver on thier

the promise of 100% Quality, they begin with a comprehensive training

program for Quality executives. The Quality Operations Trainee Program

has a mix of candidates from the country’ best Food Technology

Institutes and internal high potential executives.

In addition, the technical expertise across our bottling plants is

honed during a year long program -the Graduate Engineer Trainee

Coca – Cola India
program, which boasts of a mix of graduates from

premiere Engineering colleges and high potential internal candidates,

both of whom are selected through a rigorous assessment process.

Coaches and mentors at the locations supplement their education thereby

enhancing the learning quotient of the program.

During the training program the trainees are exposed to various

cross-functional modules besides in-depth practical knowledge of their

core function. Each trainee as specific learning objectives through a

project in each plant that he is assigned during the course of his or her

training. Each trainee has a stint at, at least three different plants working

with the central technical/ quality team at Gurgaon, thus delivering and

contributing to the Business even while learning.

 WOTES - Women Operations Trainees Program

The WOTES program is based on a simple approach that

reemphasizes Equal Opportunity and Meritocracy as a core value of the

Company’s operations. The program not only

aims to grow the business in sync with the

Company’s diverse community and consumer

base but also intends to engage the confident educated Indian women to

be an integral part of the management.

Coca – Cola India
The WOTES or Women Operations Trainees Program is a focused

Sales Training program for Women executives who will supplement the

sales force in Frontline Sales. Spanning six-months the program consists

of a three-month introduction to Sales the Coke way, followed by three

months of on-the-job training at their prospective locations. The program

imparts invaluable learning and an exposure to on-ground market

conditions. At the end of the training, the WOTES will join the field force

managing the sales operations across the country.

Lateral Recruitments

The wisdom of experience that you bring to the table will

complement the challenging nature of our assignments that form your

ladder of progress... All positions are those of an entrepreneur:

Working with a business that constantly

evolves newer ways of managing business &

processes; we are learning-relearning old &

new lessons every day. With a business plan

to grow double digit every year, it is your impatience to deliver results

that will see you charged through the year. Working with the bottling

operations would imply working as part of these business units and

Coca – Cola India
working very closely with all functions on a daily basis. The

opportunities of working on cross functional projects and the high

autonomy that our roles offer would set you thinking nothing less than an


Coca – Cola India
Training & Development
Successful candidates placed on the jobs need training to perform

their duties effectively. Workers must be trained to operate machines,

reduce scrap & avoid accidents. It is only the workers who need training.

Supervisors, managers & executives also need to be developed in order to

enable them to grow & acquire maturity of thought & action. Training &

Development constitute an ongoing process in any organization. This

chapter is denoted to a detailed discussion on the nature & process of

training & development in a typical industrial establishment.

Coca – Cola India
The objective of our compensation philosophy is simple- to attract,

retain and motivate talented and qualified people to achieve business

objectives. One of the guiding principles of the Compensation & Benefits

policy of The Coca-Cola Company is that the compensation and benefit

program is market competitive. The activity of determining 'The Target

Market' and benchmarking our remuneration in relation to that market is

based on this very principle.

Guiding principles for compensation

 Market Competitive: The Company’s compensation practices are

competitive with other employers who are comparable in size,

scope and performance with Coca-Cola India.

 Flexible: Compensation practices are tailored to address specific

business needs as well as local business issues and local market


 Performance-linked: Compensation is linked to key business

results and is driven by business, individual and team performance.

 Equitable: The use of consistent standards in the administration of

compensation practices throughout the Company results in

equitable treatment for all employees.

Coca – Cola India
 Team-oriented: Compensation practices encourage an

environment of teamwork and co-operation in which associates can

effectively achieve business objectives.

 Developmental: Compensation practices are structured to facilitate

the development and application of individual talent through our


 Clearly communicated: The compensation program is clearly

defined and communicated to all associates.

But that's just the plain vanilla; the Coca-Cola Corporate Incentives

Program is a globally administered variable pay program of The Coca-

Cola Company to reward your individual performance and that of your


Payout in this programme is based on:

o Company Performance

o Division Performance

o Your Performance

Coca – Cola India
Marketing set up and Marketing organization: Coca-Cola’s

operation in India is divided into 5 regions and has a corporate entity by

the name of Coca-Cola India. Marketing as an operation also is divided

into 2 roles, Coca-Cola India marketing (corporate role) and Region

marketing (local role). While the corporate marketing is involved in

developing the brand personality and ensuring share of voice (thru above

the line marketing spends), the region marketing is responsible for the on

ground activation and ensuring share of throat (thru effective below the

line spends). There is a marketing resource allocated to each unit under a

region to carry out local activation and execution of brand plans, hence

each unit is self sufficient.

Basic marketing philosophy and marketing objectives: Marketing

philosophy is to, be the most preferred brand in all the categories of

beverage that we operate in & the marketing objective is to provide an

integrated approach towards being the most preferred brand and top of

mind in all categories. This is enabled thru our innovative advertising (in

all mediums) and effective promotions on respective brands. This is also

triggered thru launches of new packaging & flavours.

Coca – Cola India
Environmental influences on marketing strategies: Coca-Cola

Company’s very high quality standards and international appeal provide

all our brands a distinct credibility. Also it being an impulse product with

affordability strategy, there is hardly a factor which influences the

marketing strategy drastically. Coca-Cola India as a corporate citizen is

involved in a lot of projects promoting the social and cultural fabric of

India. It works very closely with the government and NGOs on the

conservation of scarce resources in the country.

Brief assessment of the competitive environment: PepsiCo India

has a first mover advantage in some select parts of the country; however,

nationally Coca-Cola India is leading with a market share of 60%. We

lead in the concentrated soft drinks (CSD) and non-concentrated soft

drinks (NCSD) business; however, in water business we are second to

Bisleri nationally. On the brand front, Pepsi is the second most preferred

cola brand in the country after Thums Up. In the clear lime category, our

Sprite competes with their 7UP and Mountain Dew put together and still

leads. Limca is the undisputed leader in the category. In the orange

segment, both the companies share an even platform. Their distribution

model is 60% franchise oriented and 40% owned.

Coca – Cola India
Importance of marketing research in your organization: Coca-Cola

worldwide is heavily dependent on the market pulse for formulating its

marketing strategy. There are various tools which the company engages

to understand the behavior at the retail outlet level and the consumer

level. The company tracks its performance monthly on these key


Market segmentation – target marketing and positioning strategies:

The Company has 6 offerings in the CSD business, 1 offering in the

NCSD, 2 offerings in the powdered segment (both hot and cold). Each

segment is targeted as per the international guidelines and moderating the

same to suit the local expectations. Each brand has a specific positioning

statement and a target group which also is tracked and monitored on the

monthly basis.

Product line – product mix and branding: The Company exists in 5

product lines, CSD, NCSD, Ready to drink Hot, Ready to drink Cold and

Water. Each line has various products offering with specific branding and

variant mix. For eg. Under Ready to drink Cold beverage, the company

has a brand called Sunfill with variants as Anand and Tarang.

Coca – Cola India
Channels of distribution, Role of intermediaries and physical

distribution: Largely it’s a 3 tier structure. From the manufacturing plant

to the distributors and further to the retail outlets. Role of intermediaries

is the key and hence the selection is the key. Physical distribution

happens through both mechanized and non-mechanized vehicles from

these distributor depots into the markets. Each distributor has a defined

area of operation. We then work out the routing for the area and deploy

resources to cater to the area.

Sales promotion – Advertising – Advertising strategy: As

mentioned in point no. 1, above the line advertising strategy and

execution happens at the corporate level. While below the line sales

promotions happens at the region/ unit level. Over all the advertising

strategy is to provide differentiated messages with an adequate

opportunity to see. To create innovative ads and ways to communicate the

same. Sales promotions at the other end happen to create push for the

brand or specific SKU.

Coca – Cola India
Sales pattern in domestic and international markets and indicative

market shares: While the market shares have been mentioned in the point

no. 4, the sales pattern is quite different locally as compared to the

international trends. This is because of the channels behaving differently.

Outside India, large format departmental stores or organized shopping is

pretty prevalent hence it is garnering the shelf space. Locally, there are

huge numbers of small outlets across channels hence penetration is the


Pricing philosophy as a marketing mix variable: The soft drink

consumption habit in the country still is at a nascent stage, hence, pricing

is aggressive (affordability strategy). All other marketing mix variables

get driven to deliver affordability strategy in the market place.

Coca – Cola India
Compensation & Market Share
There are mainly 2 major players in this industry, Pepsi & Coca –

Cola. Coca – Cola, which winded up in India operation during the

introduction of the FERA region reentered in India after 16 years later in


Coca – Cola acquired a major clank of soft drink market by buying

out local brands like Thums – up, Limca & Gold Spot from Parle

Beverages. Coca – Cola acquired Cadbury sweetener soft drink brand

Crush, Canada Dry & Sport Cola in early 1990 & now recently in

October 2000 is required distribution rights of these brands from IFB

Agro Limited.

Pepsi Started a couple of years before Coca – Cola in 1991, & then

also right now it has lower market share. It has brought over Mumbai

based Duties range of soft drink.

Both Cola manufacturers Coca – Cola & Pepsi came up with their

own market share & claims to have increased their share.

Coca – Cola India
Price Strategy

Prices of Coca – Cola brands are as under:

Price in Rs.

Brands 200 300 500 1 ltr. 1.5 2 ltr. 330

ml ml ml ltr. ml
Coca – Cola 6 8 18 30 35 42 15
Thums up 6 8 18 30 35 42 15
Sprite 6 8 18 30 35 42 15
Fanta 6 8 18 30 35 42 15
Maaza 6 8 - - - - -
Canada Dry - 8 15 - - - 15
Kinley Soda - 6 10 - 30 42 -
Kinley Water - 6 - 12 - - -
Crush - 8 - - - - -
Limca 6 8 - 30 35 42 15
Diet Coke - - - - 35 42 15
Vanilla Coke - 8 18 30 35 42 15

Coca – Cola India
Distribution Channel
A distribution channel transfers goods from producer to end users

that are consumers. It overcomes the major factor such as time placed &

possession gaps that separate goods & services from those who could use

them. Members of the marketing channel perform many functions. To the

extent that the manufacture performs these function, its cost rise & its

price become high.

At the same time, when some of these functions are shifted to inter

medicals the producer’s cost & the prices may be lower. But the

intermediacies must change more, to cover the cost of their work in

adverting the work of channel. The various functions showed are the

channel member who can perform them most effectual & affectively to

provide satisfaction assessments of goods to target cost.

Channel of distribution can also called tread channels. The problem

of selecting most suitable channel of distribution for a product.

Distribution channels may be classified as non – integrated & integrated

distribution channel can be design in many ways according to availability

of resources of it could be use follow:

Coca – Cola India
Model of Distribution Channel:

Semi Wholesalers



Coca – Cola India
Distribution Network
The actual sale & distribution of that magic elixir is handled

largely by a number of independent bottlers. These bottlers mix syrup it

with carbonated water & distribute it to retailers in their area. The number

of retailers who sell coke to the public almost exceeds counting.

In India, the bottling subsidiary currently owns & operates 26

bottling plants & 60 distribution centers. In addition, it uses 20 contract

packers to argument its production capacity & later to the increasing

demand for its wide portfolio of beverages. To reach India’s 300 million

soft drink consumers, the company distributes its product in over 70000

retail outlets, serviced via trucks. Converted three wheelers, tricycles &

push carts.

Coca – Cola India
It’s now cool and hip to carry water and the ads are targeted at the

young and the health – conscious those who care about their bodies.

Advertising Objectives of the company:

1. To stimulate demand.

2. To strengthen offer, promotion mix elements, i.e. preselling of


3. To develop brand preference.

4. To cut cost as sales increase.

5. To lower price as it increases competition.

6. To be a competitive weapon.

Advertising has played an important role in the success of our

products since our first newspaper ad 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. Throughout the years, slogans for Coca-Cola have always been

memorable. Here are some highlights:

2000 – Coca-Cola Enjoy

1993 – Always Coca-Cola

1990 – Can't Beat the Real Thing

1989 – Can't Beat the Feeling

Coca – Cola India
1986 – Red, White and You

1982 – Coke Is It

1976 – Coke Adds Life

1971 – I'd like to buy the World a Coke

1969 – Its the Real Thing

1963 – Things Go Better with Coke

1959 – Be Really Refreshed

1944 – Global High Sign

1942 – Its the Real Thing

1936 – Its the Refreshing Thing to Do

1929 – The Pause That Refreshes

Fine illustrations by noted artists, including Norman Rockwell and

N. C. Wyeth, were the hallmark of early campaigns in premier

magazines. Artist Haddon Sundblom's portraits for holiday ads, which

began in the 1930s, helped mould the national image of a red-suited Santa

Claus. Fresh, creative and tasteful, advertising images for Coca-Cola have

always set a high standard of quality for other products around the world.

The Company recognizes that Coca-Cola belongs to the billions of

consumers in every corner of the globe who have chosen it as their

favorite soft drink. Our advertising reflects that special relationship

Coca – Cola India
between consumers and the simple moments of pleasure

they have come to associate with Coca-Cola.

Coca – Cola India
TV Commercials



Coca – Cola India


Coca – Cola India


Coca – Cola India

Coca – Cola India
Pricing Philosophy
Supply & demand tie into how these companies are performing.

Pricing strategies & advertisements mostly affects this outcome. Coke

overseas having a hard time because of the economic factors economy is

down. So supply is large & they are forced to drum up business by

dropping prices to get rid of the excess supply. Soft drinks are especially

sensitive to supplies: they are produced with harvested crops. Orange

juice for example, needs of oranges to be made. If the product is hit by

bad harvest of oranges, then they supply of juice drop dramatically. This

creates a demand & allows a producer to charge a lot more of it. This

industry also takes place in price wants to win market share, lowering the

price creates & supply needed. This is because the lower price, more

beverages are sold & that means more demand is put on producers. This

is odd because producers would prefer to sell their products at a high

price & produce less when the retail price is lower.

Business without competition would not offer the public a fair

price, because monopolies would become dominate. It there were only

one company, then they could set a price & people would not have a

choice but to pay the price to but their products.

Coca – Cola India
Research & development is done at the head lab situated in plant,

however for testing & recruiting local brands, a lab is opened in

Hindustan Beverages. This lab maintains quality control for marketing of

coke all over India.

Coca – Cola India
If all the Coca-Cola ever produced were in 8 ounce bottles loaded on

average-size route trucks passing a given point bumper-to-bumper at a

speed of 65 miles per hour, it would take 5 years, 5 months and 2 days for

all the trucks to pass.

All the Coca-Cola ever produced were in traditional 8 ounce bottles

and placed end-to-end, they would reach all the way to the moon and

back 1,057 times over.

If all the Coca-Cola ever produced were flowing over Niagara Falls

and at its normal rate of 1.5 million Gallons per Second, the falls would

flow for 38 hours and 46 minutes.

If all the Coca-Cola ever produced were in traditional 8 ounce bottles

and placed side-by-side and end-to-end, to form a four-lane highway, it

would wrap around the Earth 82 times.

If all the Coca-Cola ever produced were to erupt from "Old Faithful"

at its normal rate of 15,000 Gallons per Hour, the Geyser would flow

continually for 1,689 years.

Coca – Cola India
1 Books

Kottler Philip Armstrong Gerry,

“Principal of Marketing”

Pearson Education, Tenth Edition

2 News Paper:

1. “coca cola awarded as best T.V.

Commercial of year 2003-2004”, Times of

India; 13th September 2004

2 “contact technology to rule”, Business

World, 30th June 2004 pg no 15 to 28

3 Websites:



Coca – Cola India
My overall impression about this company is an expressible the

experience of industrial visit as a report of Second Year Bachelor of

Business Administration is unforgettable experience to Coca - Cola is a

successful industry and after this report I can conclude that it has very

bright future.

I am sure that successors are equally capable and innovative. Coca

- Cola showed the world that if one cabling itself to the different

combination and a utility is property that the success would achieve.

Coca – Cola India