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PROJECT ON KINLEY WATER MANAGEMENT IN

COCA-COLA











Submitted
By
Mr. Sai Chaitanya
MBA-MS (2013-15)
Amrita School of Business, Bangalore

Internal Guide
Dr. Pooja sharma,
Amrita School of Business
Amrita Vishwa Vidyapeetham
Bangalore


External Guide
Mr. Girish,
Area Sales Manager
Coca- cola India Beverages
Bangalore
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TABLE PAGE NO
1.Inroduction 3
2.Industry Profile 5
3.Beverages Industry in India 8
4.Different brands of soft drinks 12
5.List of soft drinks in India 13
6.Government Regulations 14
7.Taxation 15
8.Company Profile 16
9.Company operations in India 19
10.Sales and distribution 20
11.History of bottling 21
12.Products of Coca-Cola in India 27
13.Purpose of the project 29
14.Scope and Limitations 32
14.Methodology 33
15.Project Explanation 33
16.Issues mentioned by the distributors 34
17.Recommendations 35



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INTRODUCTION
Coca-Cola, the product that has given the world best-known taste, was born in Atlanta,
Georgia, on May 8, 1886. The Coca-Cola Company is the worlds leading manufacturer,
marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce
nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning
operators, distributors, fountain retailers and fountain wholesalers. Coca-Cola was first
introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when
he concocted a caramel-colored syrup in a three-legged brass kettle in his backyard. His first
distributed the product by carrying it in a jug down the street to Jacobs Pharmacy and
customers bought the drink for five cents at the soda fountain. Carbonated water was teamed
with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed
delicious and refreshing, a theme that continues to echo today wherever Coca-Cola is
enjoyed. 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. Coca-Cola was the leading soft
drink brand in India until 1977, when it left rather than reveals its formula to the Government
and reduces its equity stake as required under the Foreign Regulation Act (FRA) which
governed the operations of foreign companies in India. In the new liberalized and deregulated
environment in 1993, Coca-Cola made its re-entry into India through its 100% owned
subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. The Companys
beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups
and not-ready-to-drink powder products. In addition to this, it also produces and markets
sports drinks, tea and coffee. The Coca-Cola Company began building its global network in
the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, the
Coca-Cola system has successfully applied a simple formula on a global scale: Provide a
moment of refreshment for a small amount of money- a billion times a day. The Coca-Cola
Company and its network of bottlers comprise the most sophisticated and pervasive
production and distribution system in the world. More than anything, that system is dedicated
to people working long and hard to sell the products manufactured by the Company. This
unique worldwide system has made The Coca-Cola Company the worlds premier soft-drink
enterprise.

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From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than any other
consumer product, has brought pleasure to thirsty consumers around the globe. For more than
115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of
people every day. The Company aims at increasing Shareowner value over time. It
accomplishes this by working with its business partners to deliver satisfaction and value to
consumers through a worldwide system of superior brands and services, thus increasing
brand equity on a global basis. They aim at managing their business well with people who are
strongly committed to the Company values and culture and providing an appropriately
controlled environment, to meet business goals and objectives. The associates of this
Company jointly take responsibility to ensure compliance with the framework of policies and
protect the Companys assets and resources whilst limiting business risks.
















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INDUSTRY PROFILE
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INDUSTRY PROFILE
FMCG INDUSTRY IN INDIA
Fast Moving Consumer Goods (FMCG) also known as Consumer Packaged Goods
(CPG) is products that have a quick turnover and relatively low cost. Consumers generally
put less thought into the purchase of FMCG than they do for other products. The Indian
FMCG industry witnessed significant changes through the 1990s. Many players had been
facing severe problems on account of increased competition from small and regional players
and from slow growth across its various product categories. As a result, most of the
companies were forced to revamp their product, marketing, distribution and customer service
strategies to strengthen their position in the market. By the turn of the 20
th
century, the face of
the Indian FMCG industry had changed significantly. With the liberalization and growth of
the Indian economy, the Indian customer witnessed an increasing exposure to new domestic
and foreign products through different media, such as television and the Internet. Apart from
this, social changes such as an increase in the number of nuclear families and the growing
number of working couples resulting in increased spending power also contributed to the
increase in the Indian consumers' personal consumption. The realization of the customer's
growing awareness and the need to meet changing requirements and preferences on account
of changing lifestyles required the FMCG producing companies to formulate customer-
centric strategies. These changes had a positive impact, leading to the rapid growth in the
FMCG industry. Increased availability of retail space, rapid urbanization, and qualified
manpower also boosted the growth of the organized retailing sector. It led the way in
revolutionizing the product, market, distribution and service formats of the FMCG industry
by focusing on rural markets, direct distribution, creating new products, distribution and
service formats. The FMCG sector also received a boost by government led initiatives in the
2003 budget such as the setting up of excise free zones in various parts of the country that
witnessed firms moving away from outsourcing of manufacturing by investing in the zones.
Though the absolute profit made on FMCG products is relatively small, they generally sell in
large numbers and so the cumulative profit on such products can be large. Unlike some
Industries, such as automobiles, computers, and airlines. FMCG does not suffer from mass
layoffs every time the economy starts to dip. A person may put off buying a car but he will
not put off having his dinner. Unlike other economy sectors, FMCG share float in a steady
manner irrespective of global market dip, because they generally satisfy rather fundamental,
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as opposed to luxurious needs. The FMCG sector, which is growing at the rate of 9% is the
fourth largest sector in the Indian Economy and is worth Rs.93000 crores. The main
contributor making up 32% of the sector is the South Indian region. It is predicted that in the
year 2014, the FMCG sector will be worth Rs.143000 crores. The sector being one of the
biggest sectors of the Indian Economy provides up to 4 million jobs.
The FMCG sector consists of the following categories:
Personal Care- Oral care, Hair care, Wash (Soaps), Cosmetics and Toiletries,
Deodorants and Perfumes, Paper products (Tissues, Diapers, Sanitary products) and
Shoe care; the major players being; Hindustan Lever Limited, Godrej Soaps, Colgate,
Marico, Dabur and Procter & Gamble.

Household Care- Fabric wash (Laundry soaps and synthetic detergents), Household
cleaners (Dish/Utensil/Floor/Toilet cleaners), Air fresheners, Insecticides and
Mosquito repellants, Metal polish and Furniture polish; the major players being;
Hindustan Lever Limited, Nirma and Ricket Colman.

Branded and Packaged foods and beverages- Health beverages, Soft drinks,
Staples/Cereals, Bakery products (Biscuits, Breads, Cakes), Snack foods, Chocolates,
Ice-creams, Tea, Coffee, Processed fruits, Processed vegetables, Processed meat,
Branded flour, Bottled water, Branded rice, Branded sugar, Juices; the major players
being; Hindustan Lever Limited, Nestle, Coca-Cola, Cadbury and Pepsi.

Spirits and Tobacco : the major players being ITC, Godfrey, Philips and UB




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BEVARAGE INDUSTRY IN INDIA

In India, beverages form an important part of the lives of people. It is an industry, in which
the players constantly innovate, in order to come up with better products to gain more
consumers and satisfy the existing consumers. The beverage industry is vast and there various
ways of segmenting it, so as to cater the right product to the right person. The different ways
of segmenting it are as follows:
Alcoholic, non-alcoholic and sports beverages
Natural and Synthetic beverages
In-home consumption and out of home on premises consumption.
Age wise segmentation i.e. beverages for kids, for adults and for senior citizens
Segmentation based on the amount of consumption i.e. high levels of consumption
and low levels of consumption.

If the behavioral patterns of consumers in India are closely noticed, it could be observed that
consumers perceive beverages in two different ways i.e. beverages are a luxury and that
beverages have to be consumed occasionally. These two perceptions are the biggest
challenges faced by the beverage industry. In order to leverage the beverage industry, it is
important to address this issue so as to encourage regular consumption as well as and to make
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the industry more affordable. Four strong strategic elements to increase consumption of the
products of the beverage industry in India are:
The quality and the consistency of beverages needs to be enhanced so that consumers
are satisfied and they enjoy consuming beverages.
The credibility and trust needs to be built so that there is a very strong and safe feeling
that the consumers have while consuming the beverages.
Consumer education is a must to bring out the benefits of beverage consumption
whether in terms of health, taste, relaxation, stimulation, refreshment, well-being or
prestige relevant to the category.
Communication should be relevant and trendy so that consumers are able to find an
appeal to go out, purchase and consume.
The beverage market has still to achieve greater penetration and also a wider spread of the
distribution. It is important to look at the entire beverage market, as a big opportunity, for
brand and sales growth in turn to add up to the overall growth of the food and beverage
industry in the economy.
SOFT DRINK INDUSTRY
The Indian soft drink industry is a 3500 crore rupee industry comprised of consumers
throughout the country, and of all ages. The industry has been comprised of all Indian soft
drinks manufactures and the multinational Coca-Cola up to 1976. From 1976 to 1989, the
industry only comprised of Indian manufacturers namely parley, Campa-cola and dukes.
Decades of 90s have brought changes in government policies of liberalization, which has
helped usher in two huge American Multinational Pepsi-cola international and coca-cola. A
soft drink is a beverage that typically contains water usually a sweetener and usually a
flavoring agent. The sweetener may be sugar, high fructose corn syrup, fruit juice, sugar
substitutes (in the case of diet drinks) or some combination of these. Soft drinks may also
contain caffeine, colorings, preservatives and other ingredients. Soft drinks are called soft in
contrast to hard drinks IE... Alcoholic beverages. Small amounts of alcohol may be present in
a soft drink but the alcohol content must be less than 0.5% of the total volume. The drink is to
be considered nonalcoholic. Fruit juice, tea and other such nonalcoholic beverages are
technically soft drinks by this definition but are not generally referred to as such. Widely soft
drink flavors are cola, cherry, lemon-lime, root beer, orange, grape, vanilla, ginger ale, fruit
punch and lemonade. Soft drinks may be served chilled or at room temperature and some
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such as pepper can be served as warm. The first marketed soft drinks in the western world
appeared in the 17
th
century. They were made of water and lemon juice sweetened with
honey. In 1676 the company des Limonadiers of Paris was granted a monopoly for the sale of
lemonade soft drinks. Vendors carried tanks of lemonade on their backs and dispensed cups
of the soft drink to thirsty Parisians.
Soft drinks witnesses healthy growth in India:
Soft drinks recorded robust double digit off-trade growth. Bottled water and fruit/vegetable
juice continued to grow slowly as more consumers turned to these products in the search of
healthier options. Carbonates also witnessed good sales growth as the long summer helped to
fuel sales. Energy drinks have witnessed a slowdown in sales growth as it is a premium
priced product type and therefore not considered a necessity. Importantly more consumers
refrained from spending on non-essential items in the wake of the economic downturn. Soft
drinks is expected to record healthy sales growth in the forecast period Soft drinks is
expected to witness a healthy double digit total volume growth over the forecast period. As
consumer awareness and understanding of the variety of soft drinks increases and as
manufacturers continue to be innovative, soft drinks is expected to perform well. Products on
the health and wellness platform and niche categories can expect to see good sales growth in
the forecast period.

SOFT DRINK MARKET IN INDIA
Today India is one of the most potential markets, with a population of around 900
million people, the Indian soft drinks market was only about 200 cases per year. This was
very low even compared to Pakistan and Philippines. Population and potential market are two
major reasons for major multinational companies who are entering into India. They feel that a
huge population coupled with low consumption can only lead to an increase in the soft drink
market. Another increase in the sale of soft drinks in the scorching heat and the climate of
India, which is suitable for high sale of soft drinks. All these factors together have
contributed to a 30% growth in the soft drinks industry. If the demand continues to grow at
the same rate, within two years the volume could touch 1 billion cases. All these factors are
the reasons for the entry two giants of the soft drink industry of the world enter the Indian
market. These two giants Pepsi and Coca-Cola, Themselves share 96% of the soft drink
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market share. The rest is shared by Cadburys Schweppes, Campa Cola and other soft drink
brands. But was the scene same 20 years ago? The answer is No. 1970 was the year of pure
soft drinks Campa cola and pale people (thumbs up and Limca). Soft drink is not a product,
which a person plans to buy beforehand, but is an impulse purchase. Lots of sales depend
upon the strength of merchandising done at the point of sale. It all begins in 1977; a change in
government at the center led the exit of Coca-Cola which preferred to quit rather to dilute its
equity to 40% in compliance with the Foreign Exchange Regulation Act (FERA). The first
national cola drink to pop up was double seven. In the meantime, Pure Drinks, Delhi on
cokes exit, switched over to Campa Cola. The beginning of 1980s saw the birth of another
cola drink, Thumsup, Parle the Gold spot people, launched it in 1978-79, as Refreshing
Cola. By the mid-eighties Mc Dowells launched Thrill, and by the late eighties there was
Double Cola, which entered in India market, as an NRO-run outfit with its plant in Nasik
Maharashtra in 1978 parole, Indian soft drinks market (share 33%) with its gold spot and
Limca brands. Later Thumsup also started Thumsup. At the same time the threat to the Indian
soft drinks was that of fruit drinks. At 1988, the fruit drinks market was valued at Rs. 40
crores and grew at the rate 20%. Coca-Cola entered Indian by buying up to 69% of the 1,800
crore soft drink market i.e. 5 Parle Export brands of ThumsUp, Limca Gold spot, Citra &
Maaza. Today the scene has changed making it a direct battle between two giant Coca-Cola
and Pepsi. The picture will become clearer by looking at the India market shares in the
beverage industry. One of the strongest weapons in Coke armory is the flexibility it has
empowered its people with. In Coke every employee, may he be a manager or salesman, have
an authority to take whatever steps he or she feels will make the consumers aware of the
brand and increase its consumption. Thus Coke believes in establishing and nurturing
creditability of the salesman and making commitment grow business in accounts. All these
factors together led to a high growth in the Indian market and constantly increasing market
share.




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Different brands of Soft drinks
Coca-Cola Company
Appletiser or Appletise
Aquarius
Barqs
Coca-Cola
PepsiCo Brands
Mirinda
Mountain Dew
Dr. Pepper Snapple Group
7up in US only
Canada Dry
Crush ( Bevarage)
Dr. Pepper Cherry Vanilla
Genie
Orangina ( in North America only)
Sunkist
Buffalo Rock Company
Buffalo Rock Ginger Ale
Dr. Wham
Cola
Jolt Cola
Kiwi Cola
Mecca Cola
Panda Cola
Panda Pops ( Drinks brand)
Sport Cola
Virgin Vanilla Cola
American Cola
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Planet Cola
Tipsy Cola
Pop Cola ( Philippines)
Citrus Soda
Britvic
Tango ( drink)
Tango clear
Caribou ( drink )
Tropicana Twister Soda
Squirt
Quarto
List of Soft Drinks in India
India
Appy Fizz by Parle
Aqua Blue (Natural Mineral Water By LR Beverages Pvt Lttd)
Banta (lemon-flavored soft drink
Bovonto (grape soda produced by Kali Mark)
Campa Cola (popular Indian soda introduced in 1977)
Cloud 9 (energy drink)
Citra
Frooti (mango-flavored drink from Parle Agro)
Frams (Local drink from Pune)
Gold Spot
Grappo Fizz
Ganga (Local drink of Haryana)
Guptas (8 flavored soft drinks introduced in 1947)
h2o (powered carbonated soda)
Juicila (Powdered Soft Drink Concentrate available in Orange, Mango, Lemon, Cola,
Masala, Jaljira )
Limca (lemon-lime soda)
LMN (lemon drink produced by Parle Agro)
Kalimark
Duke's Mangola (mango drink from Dukes bought by PepsiCo)
Duke's Lemonade
Maaza (mango drink from Parle bought by Coca-Cola)
Mohammad Cola
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One Day Mango Mastana
One Day Jeera Fresh
One Day Club Soda
Raja
Rasna (powdered soft drink)
Real (fruit juice from Dabur)
Red Bull (energy drink)
Rio-fusion drink
Salina
7Up
Thums Up (Cola drink)
777 (soft drink) (Pannier, Cola, Orange, Lemon, Clear Lemon Lime, Mango)
XXX (energy drink).
Government Regulation
Schools
In recent years, debate on whether high-calorie soft drink vending machines should be
allowed in schools has been on the rise. Opponents of the (soft drink) vending machines
believe that soft drinks are a significant contributor to childhood obesity and tooth decay,
and

That allowing soft drink sales in schools encourages children to believe they are safe to
consume in moderate to large quantities. Opponents argue that schools have a
responsibility to look after the health of the children in their care, and that allowing
children easy access to soft drinks violates that responsibility. Vending machine
proponents believe that obesity is a complex issue and soft drinks are not the only cause.
They also note the immense amount of funding that soft drink sales bring to schools.
Some people take a more moderate stance, saying that soft drink machines should be
allowed in schools, but that they should not be the only option available. They propose
that when soft drink vending machines are made available on school grounds, the schools
should be required to provide children with a choice of alternative drinks (such as fruit
juice, flavored water and milk) at a comparable price. Some lawmakers debating the issue
in different states have argued that parentsnot the governmentshould be responsible
for children's beverage choices. On May 3, 2006, the Alliance for a Healthier
Generation, Cadbury Schweppes, Coca-Cola, PepsiCo, and the American Beverage
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Association announced new School Beverage Guidelines that will voluntarily remove high-calorie
soft drinks from all U.S. schools. On 19 May 2006, the British Education Secretary, Alan
Johnson, announced new minimum nutrition standards for school food. Amongst a wide range of
measures, from September 2006, school lunches will be free from carbonated drinks. Schools will
also end the sale of junk food (including carbonated drinks) in vending machines and tuck shops.

Taxation
In the United States and elsewhere, legislators, health experts and consumer advocates are
considering levying higher taxes on the sale of soft drinks and other sweetened beverages
to help curb the epidemic of obesity among Americans, and its harmful impact on overall
health. Some speculate that higher taxes could help reduce soda consumption. Others say
that taxes could help fund education to increase consumer awareness of the unhealthy
effects of excessive soft drink consumption, and also help cover costs of caring for
conditions resulting from overconsumption. The food and beverage industry holds
considerable clout in Washington, DC, as it has contributed more than $50 million to
legislators since 2000. In January 2013, a British lobby group called for the price of
sugary fizzy drinks to be increased, with the money raised (an estimated 1 billion at 20p
per liter) to be put towards a
"Children's Future Fund", overseen by an independent body, which would encourage
children to eat healthily in school.
In March 2013, New York City's mayor Michael Bloomberg proposed to ban the sale of
non-diet soft drinks larger than 16 ounces, except in convenience stores and
supermarkets. A lawsuit against the ban was upheld by a state judge, who voiced
concerns that the ban was "fraught with arbitrary and capricious consequences".
Bloomberg announced that he would be appealing the verdict.




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COMPANY PROFILE



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COMPANY PROFILE
Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in
Atlanta, Georgia when he concocted a 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 Jacobs
Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated
water was teamed with the new syrup, whether by accident or otherwise, producing a drink
that was proclaimed delicious and refreshing, a theme that continues to echo today wherever
Coca-Cola is enjoyed. Dr. Pembertons partner and bookkeeper, Frank M. Robinson,
suggested the name and penned Coca-Cola in the unique flowing script that is famous
worldwide even today. He suggested that the two Cs would look well in advertising. The first
newspaper ad for Coca-Cola soon appeared in The Atlanta Journal, inviting thirsty citizens to
try the new and popular soda fountain drink. Hand-painted oil cloth signs reading Coca-Cola
appeared on store awnings, with the suggestions drink added to inform passersby that the new
beverage was for soda fountain refreshment. By the year 1886, sales of Coca-Cola averaged
nine drinks per day. The first year, Dr. Pemberton sold 25 gallons of syrup, shipped in bright
red wooden kegs. Red has been a distinctive color associated with the soft drink ever since.
For his efforts, Dr. Pemberton grossed $50 and spent $73.96 on advertising. Dr. Pemberton
never realized the potential of the beverage he created. He gradually sold portions of his
business to various partners, and just prior to his death in 1888, sold his remaining interest in
Coca-Cola to Asa G. Candler, an entrepreneur from Atlanta. By the year 1891, Mr. Candler
proceeded to buy additional rights and acquire complete ownership and control of the Coca-
Cola business. Within four years, 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
Pembertons former partner Frank Robinson and two other associates, Mr. Candler formed a
Georgia corporation named the Coca-Cola Company. The trademark Coca-Cola, used in the
marketplace since 1886, was registered in the United States Patent Office on January 31,
1893. The business continued to grow, and in 1894, the first syrup manufacturing plant
outside Atlanta was opened in Dallas, Texas. Others were opened in Chicago, Illinois, and
Los Angeles, California, the following year. In 1895, three years after The Coca-Cola
Companys incorporation, Mr. 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
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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. Coca-Cola is a carbonated soft drink sold in stores,
restaurants, and vending machines in every country except Cuba and North Korea. It is
produced by The Coca-Cola Company of Atlanta, Georgia and is often referred to simply
as Coke a registered trademark of The Coca-Cola Company in the United States since March
27, 1944. Originally intended as a patent medicine when it was invented in the late 19th
century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler,
whose marketing tactics led Coke to its dominance of the world soft-drink market throughout
the 20th century. The company produces concentrate, which is then sold to licensed Coca-
Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts
with the company, produce finished product in cans and bottles from the concentrate in
combination with filtered water and sweeteners. The bottlers then sell, distribute and
merchandise Coca-Cola to retail stores and vending machines. The Coca-Cola Company also
sells concentrate for soda fountains to major restaurants and food service distributors. The
Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand
name. The most common of these is Diet Coke, with others including Caffeine-Free Coca-
Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and
special versions with lemon, lime or coffee.








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COMPANY OPERATIONS IN INDIA
Hindustan Coca-Cola Beverages Private Limited produces cool drinks. The company was
founded in 1999 and is based in Gurgaon, India. Hindustan Coca-Cola Beverages Private
Limited operates as a subsidiary of The Coca-Cola Company. And in India it works in the
below hierarchy









In this hierarchy pre seller are very important because, Coca-Cola sales in Bangalore are
direct sales so they will directly visit the market and take the orders. And a each sales team
leader has 7 to 8 routes to take care and Area sales manager has 5 to 6 STLs under him.
ROUTE TO MARKET:

RTM route to market takes care from production to market delivery. First the project and RE
(Request) are given by area sales manager to planning team. After that the planning team
schedule the SKUs and they are divided in to three categories A, B,C. A is 70% moving
and B is 20% and c is 10%, for example Kinley is A category and 600ml and 400ml are
C category. Planning team gives the schedule to the production team and in warehouses
there are two types of inbound warehouses one is primary and other is secondary. Primary is
the stock directly from the plant and secondary is return of the stock. Preseller gets the order
from the market by direct sales. And he works from morning 8:30 am to evening 6:30 pm and
he takes the order in blackberry mobiles. And the software used in the mobiles is Road net
and it is directly link with the database in the company. Geocoding another one in which
every outlet has some code based on the address and they are given some number. And by
using this geocoding the delivery will happen. And now comes to distribution of the stock
and this will takes place by vehicles and in each vehicle there should not be more than 200
cases and 30 to 35 outlets. Based on the number of cases the route map will be generated by
the road line software. If there are small amount to delivery they software will choose small
truck and merge the route. Hebbal depot has 62 presellers and 45 to 50 trucks in season and
25 to 30 trucks in unseasoned. Based on the routes the outlet sheets will come and the load
ZONAL SALES MANAGER
SALES MANAGER
AREA SALES MANAGER
SALES TEAM LEADER
PRE SELLER
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sheets will be generated and they are loaded in the respective trucks. And this load has to
check by four people security at the gate, C&F checkers, drivers and billers, after checking all
the three people will sign on the paper. Then the stock goes out for delivery with outlet
address, H&T machines, VAT forms, if there is some stock which is left by the end of the
day for example outlet is closed. Then the billing people should take the stock back to the
depot and the same security check will happen to ensure there is nothing wrong in the
process. And after coming in to the depot the finished goods supervisor will check the stock
and make an entry in to card which is called as Full card. After that this card goes to the
Finance department and there they will tally the debit and credit and punch it in the card if
everything is correct. And after that the settlement for the day is done.
SALES AND DISTRIBUTION:
The sales of the company are basically depending on the presellers. There are different types
of outlets like E&D-1, E&D-2. There are two types of cards RED and GREEN where the
incentives of the preseller are decided.
RED CARD: RED is the execution part and is Right execution Dairy. And it is divided in
to three parts
1. Execution standard
2. Cooler standard
3. Availability standard
Execution standard contains Internal and external activation, and contains 10points for
internal activation is like keeping the Coca-Cola products inside the shop, and external is
displaying the boards outside the outlet. Next is cooler standard is for 20 points it includes the
prime position, brand order (COLT-J)
C- Coca-Cola
O- Fanta
L Lime (Limca, sprite)
T Thums up
J Juices (maaza, minute maid)
RGB (refilling glass bottles), SOVI. And finally availability depending on the channel stock
in the outlet. They are divided into IC packs (200 and 400ml) and FC packs are remaining
bottles.


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GREEN CARD:
It is the Process part of the process; it is the Grow excellent execution. It decides the
permanent journey plan of the Preseller. Total it has hundred points out of that 50points are
for only coke product which means every preseller should sell at least one case of coke in a
month. And remaining 50 points are for the SKUs and minimum bill that they make from
every outlet. Other than the two there is third one like Horizontal expansion like now 400ml
coke bottles which helps in the market growth. This horizontal expansion also makes the
preseller to gain some incentives.

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.
Year 1894: A modest start for a bold idea
In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called
Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-Cola
to sell, using a common glass bottle called a Hutchinson. 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.
Year 1899: The first bottling agreement
Two young attorneys from Chattanooga, Tennessee believed they could build a business
around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B.
Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States for
a sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture.
Years 1900-1909: Rapid growth
The three pioneer bottlers divided the country into territories and sold the 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.
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Year 1916: Birth of the Contour Bottle
Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with imitators. A
group representing the Company and bottlers asked glass manufacturers to offer ideas for a
distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won
enthusiastic approval. The Contour Bottle became one of the few packages ever granted
trademark status by the U.S. Patent Office. Today, it is one of the most recognized icons in
the world.
In the 1920s: Bottling overtook fountain sales
As the 1920s dawned; more than 1,000 Coca-Cola bottlers were operating in the U.S. Their
ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit starting in 1923. A
few years later, open-top metal sellers became the forerunners of automated vending
machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales.
In the 1920s and 1930s: International expansion
Led by 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 and South Africa. By the
time World War II began, Coca-Cola was being bottled in 44 countries.
In the 1940s: Post-war growth
During 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 wartime plants were later converted to civilian use,
permanently enlarging the bottling system and accelerating the growth of the Company's
worldwide business.
In the 1950s: Packaging innovations
For 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.

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In the 1960s: Introduction of new brands
Sprite, Fanta, 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 Fruitopia in the 1990s. Today scores of other brands are offered to meet
consumer preferences in local markets around the world.
In the 1970s and 1980s: Consolidation to serve customers
Advancement in technology led to the global economy, retail customers of The Coca-Cola
Company 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 the capacity to lead the
system in working with global retailers.
In the 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. As the century closed, more than $1.5 billion was committed to new bottling
facilities in Africa.
21st century
On July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the first
time since the Arab League boycotted the company in 1968. On April 2007, in Canada, the
name Coca-Cola Classic was changed back to Coca-Cola. The word Classic was removed
because New Coke was no longer in production, eliminating the need to differentiate between
the two. The formula remained unchanged. In January 2009, Coca-Cola stopped printing the
word Classic on the labels of 16-US-fluid-ounce (470 ml) bottles sold in parts of the
southeastern United States. The change is part of a larger strategy to rejuvenate the product's
image. The word Classic was removed from all Coca-Cola products by 2011. In November
2009, due to a dispute over wholesale prices of Coca-Cola products, Costco stopped
restocking its shelves with Coke and Diet Coke. However, some Costco locations (such as the
ones in Tucson, Arizona, sell imported Coca-Cola from Mexico. Coca-Cola introduced the
7.5-ounce mini-can in 2009, and on September 22, 2011, the company announced price
reductions, asking retailers to sell eight-packs for $2.99. That same day, Coca-Cola
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announced the 12.5-ounce bottle, to sell for 89 cents. A 16-ounce bottle has sold well at 99
cents since been re-introduced, but the price was going up to $1.19. In 2012, Coca-Cola
would resume business in Myanmar after 60 years of absence due

To U. S. -imposed investment sanctions against the country. Coca-Cola's bottling plant will
be located in Yangon and is part of the company's five-year plan and $200 million investment
in Myanmar. Coca-Cola with its partners is to invest USD 5 billion in its operations in India
by 2020. In 2013, it was announced that Coca-Cola Life would be introduced
in Argentina that would contain Stevie and sugar.

MANIFESTO FOR GROWTH

Mission, Vision and Values:

The world is changing all around us. To continue to thrive as a business over the next ten
years and beyond, we must look ahead, understand the trends and forces that will shape our
business in the future and move swiftly to prepare for what's to come. We must get ready for
tomorrow today. Thats what our 2020 vision is all about. It creates a long term destination
for our business and provides us with a road map for winning together with our bottling
partners.
Our Mission:
Our road map starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.
To refresh the world.
To inspire moments of optimism and happiness.
To create value and make a difference.
Our Vision:
Our vision serves as the framework for our roadmap and guides every aspect of our business
by describing what we need to accomplish in order to continue achieving sustainable, quality
growth.
People : Be a great place to work where people are inspired to be the best they can be.
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Portfolio : Bring to the world a portfolio of quality beverage brands that anticipate and
satisfy peoples 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 share owners while being mindful of our overall
responsibilities.
Productivity : Be a highly effective, lean and fast-moving organization.
Our Winning Culture:
Our winning culture defines the attitudes and behaviors that will be required of us to make
our 2020 vision a reality.
Living our Values:
Our values serve as a compass for our actions and describe how we behave in the world.
Leadership : The courage to shape a better future.
Collaboration : Leverage collective genius.
Integrity : Be real
Passion : Committed in heart and mind
Diversity : As inclusive as our brands
Quality : what we do, we do well
Focus on the market
Focus on needs of our consumers, customers and franchise partners.
Get out into the market and listen, observe and learn
Possess a world view
Focus on execution in the marketplace every day
Be insatiably curious
Work Smart
Act with urgency
Remain responsive to change
Have the courage to change course when needed
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Remain constructively discontent
Work efficiently



Act Like Owners

Be accountable for our actions and inactions
Steward system assets and focus on building value
To reward our people for taking risks and finding better ways to solve problems
Learn from our outcomes -- what worked and what didnt.












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PRODUCTS OF COCA-COLA IN INDIA
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PRODUCTS OF COCA-COLA IN INDIA
COCA-COLA :

In India Coca-Cola was leading soft drink till 1977 when Government 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 remote
and inaccessible parts of the nation. Over the past fourteen years has enthralled consumers in
India by connecting with passions of India Cricket, movies, music & food. Coca-Colas
advertising campaigns Jo Chaho Ho Jaye & Life Ho Toh Aise were very popular &
had entered youths vocabulary. In 2002.Coca-Cola launched its iconic campaign Thanda
Matlab Coca-Cola which sky rocked the brand to make it Indias favorite soft drink brand.

GLASS
PET CAN FOUNTAIN
200ml, 300ml,
500ml, 1000ml
500ml, 1.5L, 2L,
2.25L, 500ml, 100ml
330 ml VARIOUS SIZES

LIMCA :

Limca was introduced in 1971 in India. Limca has remained unchallenged as the No.1
sparkling drink in the cloudy lemon segment. The success formula is the sharp fizz and lemon
I bite combined with the single minded proposition of the brand as the provider of Freshness.
Limca can cast a tangy refreshing spell on anyone, anywhere. Derived from Nimbu and Jaise,
hence Lime SA, Limca has lived up to its promises of refreshment and has been the original
first choice of millions of customers for over 3 decades.



GLASS
PET CAN FOUNTAIN
200ml, 300ml,
500ml, 1000ml
500ml, 1.5L, 2L,
2.25L, 500ml, 100ml
330 ml VARIOUS SIZES
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THUMSUP:
Thumsup is a leading sparkling soft drink and most trusted brands in India. Originally
introduced in 1977, Thums up was acquires by The Coca-Cola Company in 1993. Thums up
is known for its strong, fizzy taste and it confident, mature and uniquely masculine attitude.
This brand clearly seeks to separate the men from the boys.
GLASS
PET CAN FOUNTAIN
200ml, 300ml,
500ml, 1000ml
500ml, 1.5L, 2L,
2.25L, 500ml, 100ml
330 ml VARIOUS SIZES
SPRITE:
Sprite a global leader in the lemon lime category is the second largest sparkling beverage
brand in India. Launched in 1999, Sprite with its cut-thru perspective has managed to be a
true teen icon.
GLASS
PET CAN FOUNTAIN
200ml, 300ml 500ml, 1L, 1.5L
2L
330 ml VARIOUS SIZES


FANTA :
Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong
market place and is identifies as The Fun Catalyst. Perceived as a fun youth brand, Fanta
stands for its vibrant colour, tempting taste and tingling bubbles that not just uplifts feelings
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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.
GLASS
PET CAN FOUNTAIN
200ml, 300ml 500ml, 1.5L, 2L,
2.25L, 500ml, 100ml
330 ml VARIOUS SIZES

MINUTE MAID PULPY ORANGE :
The history of the Minute Maid brand goes as far back as 1945 when the Florida Food
Corporation developed orange juice powder. The company developed a process that
eliminated 80% of the water in the orange juice, forming a frozen concentrate that when
reconstitute created orange juice. They branded it Minute Maid a name connoting the
convenience and the ease of preparation. Minute Maid thus moved from a powdered
concentrate to the first ever orange juice from concentrate. The launch of Minute Maid in
India (started with the south of the country) is aimed to further extend the leadership of Coca-
Cola in India in the juice drink category.
Available in 3 PET pack sizes i.e. 400ml, 1 litre, 1.25 litres.



MAZZA :
Maaza was introduced in late 1970s. Maaza has today come to symbolise the very spirit of
mangoes. Universally loved for its taste, colour, thickness and wholesome properties, Maaza
is the mango lovers first choice.
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RGB PET POCKET MAAZA
200ml, 250ml 250ml, 600ml, 1.2L 200ml
DIET COKE :
It is the worlds third largest selling soft drink. Launched in 1982 in America. Diet Coke is
also called as Coca-Cola Light in some countries. Diet Coke was sweetened
with aspartame after the sweetener became available in the United States in 1983 to save
money, this was originally in a blend with saccharin. After Diet Rite cola advertised its 100
percent use of aspartame, and the manufacturer of NutraSweet (then, G.D. Searle &
Company) warned that the NutraSweet trademark would not be made available to a blend of
sweeteners, Coca-Cola switched the formula to 100 percent NutraSweet. Diet Coke from
fountain dispensers still contains some saccharin to extend shelf life.

GEORGIA GOLD COFFEE:
Georgia coffee was introduced in India in 2004. The Georgia gold range of Tea and coffee
beverages is the perfect solution for office and restaurant needs. Today Georgia coffee is
available at Quick-Service Restaurants, Airports, Cinemas and in Corporates across all major
metros in India.
HOT BEVERAGES Espresso, Americano, Cappuccino, Caffe Latte,
Mochaccino, Hot Chocolate, Cardamon Tea.
COLD
BEVERAGES
Ice Teas, Cold Coffee.


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KINLEY:
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 a part of everyday ritual or as the
monsoon which gives life to the sub-continent. Kinley water comes with the assurance of
safety from the Coca-Cola Company. Available in PET 500ml and 1000ml.
PURPOSE OF THE PROJECT:
In FMCG beverages industry there are two major players PEPSI AND COCA-COLA. Water
industry is very vast industry, Other than that there are few major competitors in water
industry like Bisleri, Aquafina, Nandi water, Q water. The important aspect of this project
involves water management (Kinley water). Working with the distributors and outlets in a
particular area which are selling other than Kinley water products. We should make the
distributor to take our Kinley water for distribution. And from each distributor we should get
an order of at least 500 cases of Kinley. In parallel to that we should also make Monopoly
market of Coca-Cola soft drinks at outlets.
SCOPE AND LIMITATIONS:
The very purposes which the company has laid down and gave the project are
Water distribution in Bangalore
Crack the distributors of other companies.
Issues with the outlets.
An issue with the Refrigerators in Outlets.
While cracking the distributors, issues raised should be handled properly.











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METHODOLOGY

The methodology involved in collecting the distributors phone numbers from shopkeepers
by visiting each and every outlet that has the competitor products in display and also from the
other company suppliers. And making the list of distributors with numbers that are present in
the market and meeting them with an appointment. The margin part is very important in this
dealing because, these distributors used to send the stocks to the outlets. Offers which we are
delivering to them and their profit gained and finally we should make them take bulk
amounts of water.

PROJECT EXPLANATION:
Every day we are assigned with a particular preseller and visit the market. And I am working
under my ASM and he had seven STls under him and each STL has 7 to 8 routes for market.
Under each STl they have 10 to 15 preseller and every day I am going with one of the
presellers in different routes. And my job is to find the outlets which are currently serving
water outlets other than Kinley like bisleri, kingfisher, bailey, Aquafina and some local water.
And from the outlets we should get the supplier or the distributor contact number. After
getting the contact number we should call them and fix for an appointment to meet them.
When we get an appointment to meet them we will explain the margins they get on taking our
product and net landing from company. Apart from all these ultimate goal is to change the
supplier or the distributor to Kinley. From each distributor we should take an order of 1000 to
1500 cases of water bottles. And other thing in this project is working with the preseller and
booking the orders and cleaning the refrigerators. Every day there will be 50 to 60 outlets to
visit, and from the outlets knowing the issues which people are facing is also other one in this
project. Up to now we got ten distributors numbers and spoke with them regarding the
distribution and all of them are on hold.
Water industry is very vast industry, in that surviving by doing business is very difficult
because local water is very competitive. After getting the distributors contact numbers we
should call them and fix an appointment to meet them. And we should talk with them
regarding the business for doing Kinley. I have met almost 20 distributors for taking Kinley.
Everyone are on hold for taking the water, while interacting with the distributors they had
raised a few issues for taking the Kinley water.
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ISSUES MENTIONED BY THE DISTRIBUTORS:
1. Distribution ship: Actually coke has a direct distribution in Karnataka and so many
other parts in India. They will directly distribute the products to the outlets, even
water (Kinley) also same procedure. Bisleri, Bailey and other local water works on
distributor and suppliers. They are asking for distributorship which company cant
give.
2. Particular Route: They are asking to assign a particular route to supply Kinley water.
And they are mentioning like no one should distribute the Kinley water other than
them and even company should not supply in that route.
3. Low Net landing: They are asking for very low prices because, if Kinley wants to
survive in the market then they should give more schemes, offers with low prices.
WORKING WITH THE PRESELLER:
Preseller will book the orders every day by visiting different outlets in assigned routes. While
they visit we are joining with them and when they will take soft drinks orders, We will tell
them about the offers and schemes on water and make them to take at least 2 to 3 cases of
water at every outlet. In a week we will work four days with the preseller and two days with
the distributors.
And also we will ask the issues and problems faced by the customers (outlets).
1. Coolers are not properly working.
2. Shortage of stock.
3. Next day payment: coke will not follow credit system; they should pay the bill
amount on the day of delivery.
4. Cleaning the coolers
Daily we are visiting 40 to 50 outlets and 3 to 4 distributors in week.








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RECOMMENDATIONS:

Kinley is also direct distribution along with the soft drinks, so in water industry many
companies are giving distributor ship to the others.
If they give distributor ship they can compete strong in the market.
When compare with the other company Coca-Cola are giving very few offers.
By giving more offers they can attract customers.
If they assign particular route to distributor.