1

A PROJET REPORT ON
OPPORTUNITY FOR GEORGIA ICED TEA AND
COLD COFFEE AS AN ALTERNATE BEVERAGE IN
THE RETAIL SECTOR
CARRIED AT
DIAMOND BEVERAGES PVT LTD.






FOR THE PARTIAL FULFILLMENT OF THE AWARD POST
GRADUATION PROGRAMME IN MANAGEMENT

BY
CHETNA KHETAWAT
Roll No.010401028
Session: 2012-2014

Guided by

Prof. Mahua Datta Mr. Prabir Mandal
Mr. R. K. Gangopadhyay
Faculty Guide Company Guides
Unitedworld School of Business Diamond Beverages pvt. Ltd


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PREFACE

This study on New Marketing Opportunities for Coca Cola Companys Georgia brand
is done by Chetna Khetawat as a part of PGPM curriculum from Unitedworld School
of Business with a lot of endurance, hard work, and honesty. The time duration of
this study was two months.
This study involved field task of visiting various retailers in different areas of kolkata
in order to conduct the survey and explain the milestone program to people. As a
consequence, the retailers were convinced to keep the product and also helped a lot
for creating awareness of the brand.
The survey involved a total visit of 155 retailers and vendors personally by me in
order to build awareness among people and convince them to try the product.


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ACKNOWLEDGEMENT

I convey my sincere thanks and deep sense of gratitude to MR. PRABIR MANDAL
(Operations Manager for Georgia), Mr. R.K. Gangopadhyay (General Manager
for Crystal Springs pvt ltd.) for their inspiring and valuable guidance during
internship. I am also thankful to the entire staff and team of Diamond Beverages pvt
ltd for time to time motivation and valuable suggestions.

Last but not the least, I would like to express my gratefulness to my college mentor
Prof. MAHUA DATTA, the entire staff of the institute and all those people who
directly or indirectly helped me to complete my training in time bound matter.












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DECLARATION

I, Chetna Khetawat declare that this project, titled OPPORTUNITY FOR GEORGIA
ICED TEA AND COLD COFFEE AS AN ALTERNATE BEVERAGE IN THE
RETAIL MARKET conducted at Diamond Beverages Pvt Ltd. is an original work
done by me under the guidance of my company mentors Mr. Prabir Mandal and Mr.
R. K. Gangopadhyay. I further declare that it is an original work as a part of my
academic course.


This report neither full nor part has ever been submitted for award of my any other
degree. Also, no chapter of this manuscript in whole or in part is lifted and
incorporated in this report from any earlier work done by others.



Chetna Khetawat.


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APPROVAL OF THE FACULTY GUIDE


This is to certify that the project entitled OPPORTUNITY FOR GEORGIA ICED TEA
AND COLD COFFEE AS AN ALTERNATE BEVERAGE IN THE RETAIL MARKET
at Diamond Beverages has been carried out by ChetnaKhetawat under my
guidance in partial fulfilment of the diploma of Post Graduate Programme in
Management (PGPM) at Unitedworld School Business for the academic session
2012-2014.


Signatory:

Prof. Mahua Datta
Date:
Place:





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INDEX



TOPIC

PAGE NO.
PREFACE 2
ACKNOWLEDGEMENT 3
DECLARATION 4
APPROVAL OF THE FACULTY GUIDE 5
INTRODUCTION TO THE BEVERAGE INDUSTRY 8
OUT OF HOME BEVEAGE INDUSTRY 10
INTRODUCTION TO THE COCA COLA COMPANY 11
INTRODUCTION TO COCA COLA INDIA 13
PRODUCTS OF THE COCA COLA COMPANY 19
COCA COLA IN READY TO DRINK TEA AND COFFEE 22
INTRODUCTION TO THE BRAND GEORGIA 23
INTRODUCTION TO DIAMOND BEVERAGES PVT LTD. 28
INTRODUCTION TO THE PROJECT 30
PROJECT OBJECTIVES 32
PROJECT SPECIFICATIONS 32
MARKETING CONCEPTS WITH THE PROJECT 35
QUESTIONAIRE 37
ANALYSIS AND FINDINGS 39
ADDITIONAL INFORMATION 46
RECCOMENDATIONS 49
PROBLEM STATEMENT 49
CONCLUSION 50
ANNEXURES 51

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LIST OF FIGURES









FIGURES

PAGE NO.
FIGURE 1: BEVERAGE INDUSTRY IN INDIA 8
FIGURE 2: DIFFERENT COBO, FOBO AND
CONTRACT PACKAGING IN INDIA
17
FIGURE 3: ORGANISATION CHART OF COCA
COLA INDA
18
FIGURE 4: IGOR ANSOFF MATRIX

36
FIGURE 5: GOODS SERVICE CONTINUUM

37
FIGURE 6: AVERAGE FOOTFALL

39
FIGURE 7: DIFFERENT BRANDS POPULARITY

40
FIGURE 8: BRAND AWARENESS

41
FIGURE 9: PRODUCT POTENTIAL

42
FIGURE 1O: INTEREST BASED ON STALL TYPE 43
FIGURE 11: INTEREST BASED ON AREA

44

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BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT
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.


FIGURE 1: BEVERAGE INDUSTRY IN INDIA
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
BEVERAGES
Alcoholic Non-Alcoholic
Carbonated Non-Carbonated
Cola Non-Cola Non-Cola

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Segmentation based on the amount of consumption i.e. high levels of
consumption and low levels of consumption.

If the behavioural patterns of consumers in India are closely noticed, it could be
observed that consumers perceive beverages in two different ways i.e. packaged
beverages are a luxury and that they 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 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 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 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.


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OUT OF HOME (OOH) BEVERAGE SECTOR:

Indians are looking to quench their thirst the healthy way - fruit juices and fruit-based
drinks.

The Indian non-carbonated beverage market is valued at Rs 20,000 crore, with an
estimated size of 120 billion litre annually. Out of this, the packaged beverage
segment is around five per cent.

The beverage market comprises various brands of carbonated soft drinks, non-
carbonated drinks like the energy drinks, powder-based versions, fruit-based
beverages and non-fruit-based varieties such as soya and milk-based beverages
and iced tea.

The demand for fruit-based juices prompted Coca-Cola to enter the juice market with
Minute Maid, which is available in two flavours Nimbu Fresh and Pulpy Orange. In
fact, fruit-based drinks will soon surpass soft drinks. One of the largest players in the
segment is Daburs Real, which holds 50 per cent of the market share. PepsiCos
Tropicana has 35 per cent chunk of the business.
The beverage market also comprises of the Non packaged drinks and products. The
roadside Vendors for friit jices, Lassi, Lemonade etc capture a large part of this
industry.
Also, many other Cafs, tea shops etc contribute to this sector. CCDs, Barista,
Lavasa, Costa coffee etc are some of the most popular hangouts for young people
who go there to consume coffee, tea and snacks and talk in the nice and upmarket
ambience.
Whereas, many tea house like the Cutting Chai, Tea Junction, Chai point etc as well
the regular nukkad wala chai walas contribute to this sector.
This market is expanding and there is a great scope of innovation in this sector.
People staying out for the entire day for work, studies or other reasons has
increased considerably in the past decade which also affects this demand in a
positive manner.


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INTRODUCTION:

THE COCA COLA COMPANY:
Coca-Cola was invented in May 1886, by Dr. John S. Pemberton in Atlanta, Georgia.
The name "Coca-Cola" was suggested by Dr. Pemberton's bookkeeper, Frank
Robinson, who penned the name Coca-Cola in the flowing script that
is famous today. The Coca-Cola Company, today, is the world's largest and most
loved beverage company. Along with Coca-Cola, recognized as the world's most-
valuable brand, the Company markets four of the world's top five soft drink brands,
including Diet Coke, Fanta and Sprite. 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. Also the company has taken over some of the leading brands of local
beverages in many countries which has not only help it grow its market share and
profits, but also made it a popular brand all over 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.
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. The Companys

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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. 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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COCA COLA IN INDIA:





Coca-Cola bottling plant opened in New Delhi in the year 1950. By 1973, 22 bottling
plants were operating in 13 states of India.
But in the year 1977 Coca-Cola company refuse to dilute stake, as per the
government regulations (FERA) then, and it formally withdrew from Country in 1978.
The Coca-Cola Company re-entered India through its wholly owned subsidiary,
Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after the
opening up of the Indian economy to foreign investments in 1992. An agreement with
the Parle Group gave the Company instant ownership of the top soft drink brands of
the nation. With access to 53 of Parles plants and a well set bottling network, an
excellent base for rapid introduction of the Companys International brands was
formed. The Coca-Cola Company acquired soft drink brands like Thumps Up,
Goldspot, Limca, Maaza, which were floated by Parle, as these products had
achieved a strong consumer base and formed a strong brand image in Indian market
during the re-entry of Coca-Cola in 1993.Thus these products became a part of
range of products of the Coca-Cola Company.

In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-
Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells
concentrate and beverage bases and powdered beverage mixes, a Company-owned
bottling entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd; thirteen
authorized bottling partners of The Coca-Cola Company, who are authorized to
prepare, package, sell and distribute beverages under certain specified trademarks
of The Coca-Cola Company; and an extensive distribution system comprising of the

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customers, distributors and retailers. Coca-Cola India Private Limited sells
concentrate and beverage bases to authorized bottlers who are authorized to use
these to produce the portfolio of beverages. These authorized bottlers independently
develop local markets and distribute beverages to grocers, small retailers,
supermarkets, restaurants and numerous other businesses. Coca-Cola is made up
of 7000 local employees, 500 managers, over 60 manufacturing locations, 27
Company Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling
Operations (FOBO) and a network of 29 Contract Packers that facilitate the
manufacture process of a range of products for the company. It also has a
supporting distribution network consisting of 700,000 retail outlets and 8000
distributors. Almost all goods and services required to cater to the Indian market are
made locally, with help of technology and skills within the Company.
The Coca-Cola Company has invested nearly USD 2 billion in its operations in India
since its re-entry back into India in 1991. The Coca-Cola system in India directly
employs over 25,000 people including those on contract. The system has created
indirect employment for more than 1,50,000 people in related industries through its
vast procurement, supply and distribution system. A National Council of Applied
Economic Research (NCAER) study on the carbonated soft-drink industry indicates
that this industry has an output multiplier effect of 2.1. As an industry which has
strong backward and forward linkages, Its operations catalysis growth in demand for
products like glass, plastic, refrigeration, transportation, and Industrial and
agricultural products. The companys operations also lead to incremental growth for
enterprises engaged in post-production activities like merchandising, marketing and
sales.






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MANIFESTO FOR GROWTH:

1)VALUES
The values that the employees in the Company are expected to keep up to and work
by regularly are as follows:
LEADERSHIP: To take an initiative and lead, motivate and drive the team
with energy and zeal, to deliver outstanding results.

INNOVATION: To continuously strive for progress and reach the next level of
excellence in everything we do.

PASSION: To be deeply committed and display drive and energy in the quest
to deliver outstanding performance.

TEAMWORK: To unite for greater strength and work collectively as a group
towards the achievement of common goals.

OWNERSHIP: To think and act like owners at all levels; to have decisions
taken at the lowest appropriate level.

ACCOUNTABILITY: To be individually and transparently accountable to our
colleagues for delivering agreed targets and goals.

2) VISION
To provide exceptional strategic leadership in the Coca-Cola India System-resulting
in consumer and customer preference and loyalty, through Coca-Colas commitment
to them, and in a highly profitable Coca-Cola Corporate branded beverages system.

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3) MISSION
To create consumer products, services and communications, customer service and
bottling system strategies, processes and tools in order to create competitive
advantage and deliver superior value to;
Consumers as a superior beverage experience

Consumers as an opportunity to grow profits through the use of finished
drinks

Bottlers as an opportunity to grow profits in volumes

Bottlers as a trademark enhancement and positive economic value added

Suppliers as an opportunity to make reasonable profits when creating real
value-added in an environment of system-wide team work, flexible business
system and continuous improvement

Indian society in the form of a contribution to economic and social
development.


4) QUALITY POLICY
To ensure customer delight, we commit to quality in our thoughts, deeds and
actions by continually improving our processesEvery time.

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FIGURE 2: DIFFERENT COBO, FOBO AND CONTRACT PACKAGING IN INDIA



COBO
FOBO
CONTRACT PACKAGING

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THE ORGANISATION CHART OF COCA COLA INDIA:




FIGURE 3: ORGANISATION CHART OF COCA COLA INDA

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PRODUCTS OF THE COCA COLA COMPANY:

COCA-COLA IS THE MOST POPULAR AND HIGHEST-SELLING SOFT
DRINK IN HISTORY, AS WELL AS THE BEST-KNOWN PRODUCT IN
THE WORLD.
Coca-cola has a truly remarkable heritage. From a humble beginning in
1886, it's now the flagship brand of the largest manufacturer, marketer and
distributor of non alcoholic beverages in the world.
Available in CANS, GLASS BOTTLES, PET BOTTLES and FOUNTAIN
GLASS of various sizes.



DIET COKE IS WORLD'S THIRD LARGEST SELLING SOFT DRINK
Diet Coke is for those who want plenty of taste but no calories. Diet
coke is also known as Coke light in some countries. It was launched in
1982 in America.
Available in CANS and PET BOTTLES of different sizes.



TODAY IT IS THE LARGEST SELLING SOFT DRINK BRAND IN
INDIA.
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. Originally introduced in 1977, Thums Up was
acquired by The Coca-Cola Company in 1993.
Available in CANS, PET BOTTLES, GLASS BOTTLES and FOUNTAIN
GLASS of various sizes.


SPRITE, THE COUNTRY'S LARGEST SELLING SOFT DRINK BRAND
IN THE CLEAR LIME SEGMENT. It has not only established itself as a
brand which successfully boasts it's 'cut-thru' perspective with an
authentic, edgy, irreverent, urban and straight forward style, but has also
achieved status of an undisputed youth 'badge' brand. Available in
CANS, PET BOTTLES, GLASS BOTTLES and FOUNTAIN GLASS of
various sizes.

FANTA THE 'ORANGE' DRINK
Over the years Fanta has occupied a strong market place and is
identified as the "The Fun Catalyst". Fanta entered the Indian market in
the year 1993. Perceived as a fun youth brand, Fanta stands for its
vibrant color, tempting taste and tingling bubbles. Available in CANS,

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PET BOTTLES, GLASS BOTTLES and FOUNTAIN GLASS of various sizes.




LIMCA'S FRESHNESS IS LIKE NO OTHER- 'LIME N LEMONI'
Lime 'n' lemoni Limca can cast a tangy refreshing spell on anyone,
anywhere. Derived from 'Nimbu' + 'jaisa' hence Lime Sa, Limca has
lived up to its promise of refreshment and has been the original thirst
choice of millions of consumers for over 3 decade. Available in CANS,
PET BOTTLES, GLASS BOTTLES and FOUNTAIN GLASS of various
sizes.



MAAZA THE WHOLESOME FAMILY FUN!!
Mango. Imagine this delicious fruit, bottled. This is what Maaza is all
about.
Maaza- the most loved beverage brand in India. It provides the most
authentic experience of rich, juicy mangoesanytime, anywhere!
Available in GLASS BOTTLES, PET BOTTLES and POCKET PACK of
Different sizes .





REFRESHINGLY ORANGE SURPRISINGLY PULPY!
Minute Maid one of the world's largest juice and juice drink brands.
Available in PET BOTTLES of different sizes.







JUST LIKE HOME-MADE LEMONADE
A lemon drink, Minute Maid Nimbu Fresh offers a refreshing drinking
experience as close to homemade Nimbu Paani as possible in a
packaged format. Nostalgia in a bottle, Minute Maid Nimbu Fresh offers
'Ghar Ki Yaadon Ka Ras' (memories of home-made lemonade) in every
sip. Available in GLASS BOTTLES, PET BOTTLES and POCKET
PACK of different sizes.


MOST SUCCESSFUL ENERGY DRINK BRAND FROM THE COCA-
COLA COMPANY
Burn is The Coca-Cola Company's most successful Energy Drink brand.
Successful world over sold in over 80 countries across the world.
Available in CANS.

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KINLEY: WATER YOU CAN TRUST AND BE TRULY SAFE AND PURE.
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.
Available in PET BOTTLES and JARS.





KINLEY SODA: INDIA'S NO.1 NATIONAL SODA BRAND.
With its unique taste and formula Kinley Soda packs quite a punch
Available in GLASS BOTTLES and PET BOTTLES of various sizes.






PREMIUM RANGE OF MIXERS
Ever since its launch schweppes is recognized as a mixer that knows its
drink the best.It is available in select towns and channels. It includes four
different flavours under it.
Available in 250 ml. GLASS BOTTLES.





QUALITY COFFEE & TEA FROM THE COCACOLA COMPANY
From Freshly Ground "Bean-to-cup" Coffee, Quality Tea, Refreshingly
chilled Iced Teas and Cold Coffee
Hot Beverages: Espresso, Americano, Cappucino, Caffe Latte,
Mochaccino, Hot Chocolate, Cardamom Tea
Cold Beverages: Cold Coffee, Iced tea.


Newly Launched:




and

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COCA COLA IN READY TO DRINK TEA AND COFFEE
SECTOR:
For over 70 years, The Coca-Cola Company sold only one beverage Coca-Cola - made
with a variety of ingredients including extracts of coca leaves, kola and vanilla beans.
Within months of the 75
th
anniversary of the soft drink debut, The Coca-Cola Company
augmented its portfolio of one beverage to include a full-line of fruit-flavoured sodas, frozen
citrus juice concentrates, and instant coffee and tea.
In 1960, The Coca-Cola Company acquired Minute Maid and along with it Tenco. Tenco
manufactured instant coffee and tea that were sold by food stores and other distributors
under their private labels. The new division also supplied Tenco brand instant coffee for
automatic vending machines. Tenco had operations in Ajax, Canada; Hamburg, Germany;
Linden, New Jersey; London, England; and San Francisco, California.
In 1964, The Coca-Cola Company acquired Duncan Coffee Company. Consequently, Coca-
Cola added Admiration, Bright & Early, Fleetwood, and Maryland Club Butter-Nut to its
growing portfolio of coffee brands.
In 1975, Coca-Cola Japan launched Georgia brand ready-to-drink coffee. Unlike its
American cousins, Georgia has risen over the years to be one of the billion-dollar brands in
the Coca-Cola family. In fact, Georgia is the number one soft drink brand in Japan.
In the U.S. Coca-Cola discontinued Duncan Coffee operation and eventually sold the
business.
Tenco was sold in 1982, which became part of Tetley then part of Tata Tea, the largest tea
manufacturer in India. Incidentally, Tata sold its 30% stake in Energy Brands dba glaceau,
the maker of smartwater and vitaminwater, to The Coca-Cola Company in 2007.
In 1991, Coca-Cola and Nestle joined forces to form Coca-Cola Nestle Refreshment (CCNR)
and launched Nestea brand iced tea and Nescafe brand coffee beverages the following
year. In 2001, the partnership was renewed and a new joint venture Beverage Partners
Worldwide (BPW) was established.
Fifty years after the acquisition of its first coffee business, Coca-Cola acquired New York-
based P. J. Bean Company, which manufactured Planet Java bottled coffee drinks in
2001. Coca-Colas competitor Pepsi had just begun bottling and distributing Starbucks
Frappuccino coffee drinks. The same year, Coca-Cola also acquired Connecticut-based Mad
River Traders, the maker of Mad River Tea and other juices and soft drinks.

Both Planet Java and Mad River unfortunately did not last as long as Tenco or
Duncan. Coca-Cola discontinued both brands in 2004.
Coca-Cola Bottling Consolidated also introduced Cinnabon brand coffee beverages in
cans. Other Coca-Cola bottlers also distributed Godiva Belgian brand premium coffee
beverages in glass bottles.

September 22, 2007, Coca-Cola opened its first Far Coast concept store in Toronto, Canada
to showcase its latest premium Far Coast coffee blends. Coca-Cola also introduced
Chaqwa, a new brand of coffees and teas for convenience stores. The Chaqwa name is a
fusion of the Mandarin Chinese word for tea and the Arabic word for coffee.

In August 2007, Coca-Cola North America (CCNA) and Caribou Coffee announced the
launch of a new line of premium ready-to-drink iced coffees. This was Coca-Colas fourth
bottled coffee attempt against the Frappuccino since 2001 if you exclude Coca-Cola Black.


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INTRODUCTION TO THE BRAND GEORGIA:


Georgia is the name of a popular brand of coffee-flavoured beverages sold by The
Coca-Cola Company. It was launched in 1975 by Coca-Cola (Japan) Company,
a Japanese subsidiary of the company. It has since expanded to markets
in Singapore, South Korea, India and Bahrain. Georgia enjoys the most success in
Japan, where it is the highest-grossing coffee beverage. It is also the highest-
grossing beverage by Coca-Cola (Japan) Company. As of 2007, in Japan, Georgia's
sales double the sales of Coca-Cola Georgia is one of many brands of Japanese
Canned Coffee. Georgia coffee was introduced in the United States in 2009, where it
is almost exclusively sold in restaurants.

In India, GEORGIA Gold is part of the non-carbonated beverage portfolio of Coca-
Cola India. It was launched in the end of the year 2004 through Mc Donalds outlets.
Under this brand, beverages are dispensed from machines, but not in the canned
format. The coffee is freshly brewed from roast beans with variants like cappuccino,
cafe latte, mochaccino, espresso etc. Other beverages that get dispensed from the
same machine are teas like cardamom tea and hot chocolate.

Later on, they also introduced another machine that dispenses Iced Tea (Lemon &
Peach) and Cold Coffee.

Coca cola India used the term Georgia for their Ready to Drink Tea and Coffee in
India, due to its huge success in the other Asian countries. While
the other brands for coffee either didnt turn out so successful or
wasnt much heard of in this part of the world.
The tea and coffee vending machines of Georgia can be easily
spotted out at Mc Donalds outlets, Subway outlets, Fun
cinemas, Inox multiplex and other like places.

Also, the company has used its extensive distribution chains to
develop a strong market base for this product. It has developed a
considerable market share in the rest of the OOH coffee and tea
market.




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PRODUCT
DESCRIPTION:



GEORGIA GOLD COFFEE:

Every cup of freshly extracted
cappuccino and Americano uses GEORGIAs Medium-Dark blend of Aabicah and
Robust beans.
The beans are sourced from plantations in South India and are delivered to your
office in sealed pouches, to ensure that you have a delightful coffee experience.
Being served in the leading food chains, it is increasingly becoming one of the
favourite choices for coffee lovers. One of the best loved Out of Home beverage.

Flavours and variety:

Espresso Black Coffee
Cappuccino
Americano
Caf Latte
Moccacinno
Light Roast
Dark roast
Decaf
Bean to cup
Premix
Hot chocolate
Chicory coffee






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GEORGIA TEA:

It is made using selective species of Tea leaves which comes with the assurance of
a brand name like coca cola. The flavours of the tea are authentic and the premix is
of a very good quality. Its popularity is rapidly increasing. Perfect for a fresh break
during office hours or outside.

Flavours and Variety:

Cardamom Tea
Lemon Tea
Masala Tea




GEORGIA CHILLED BEVERAGES:

In the scorching heat and hot weather, there can be nothing better than some chilled
beverage that quenches your thirst as well as refreshes you. And for an Out of Home
solution at that point, GEORGIA is one of the most preferred brands.
It is made from high quality premixes.

Flavours and Variety:

Creamy cold coffee
Lemon Iced tea
Peach Iced tea


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VENDING MACHINES:




Freshly Roast & Ground Coffee & Premixed Tea
Dispensing Solution
Beverages that can be dispensed: Freshly
extracted
Coffee variants like Cappuccino, Americano.
And Premixed Teas, Hot Chocolate
Rated Capacity: @ 80+ drink of 150 ml per hour
Dimensions (H x W x D) in inches: 34 x 17 x 20
Rated Power Consumption: 1.4 KW/day
Weight: 53 KG
Premix Canister Capacity: 1.5 KG
Coffee Bean Hopper Capacity: 1.7 KG
No of Beverages: 7 Beverages
Serve Sizes: 90-150 ML
Beverage Temperature: 72-84C








Premix Coffee & Tea Dispensing Solution:

Beverages that can be dispensed: Premixed
coffee,
Premixed Teas
Rated Capacity: @ 4 cups per minute
Dimensions (H x W x D) in inches: 25.39 x
14.96 x 21.06
Rated Power Consumption: 0.9 KW/day
Weight: 23 KG
Premix Canister Capacity: 1.5 Kg
No of Beverages: 4 Beverages
Serve Sizes: 60-140 ML
Beverage Temperature: 72-84C


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Iced Tea & Cold Coffee Dispensing Solution
Beverages that can be dispensed: Lemon or Peach
Flavoured Iced Tea, Cold Coffee
Rated Capacity: @ 40 cups/hour of 400 ml for 2 peak
hours
Dimensions (H x W x D) in inches: 28x 14 x 29
Rated Power Consumption: 3.2 KW/day
Weight: 62 KG
Premix Canister Capacity: 1 KG
No of Beverages: 3 Beverages
Serve Sizes: 250- 400 ML
Beverage Temperature: <7 degree Celsius





Premixes for the vending machines

Except for the Bean to Cup coffee, all other
variants of Tea, Coffee, Iced tea and Cold
coffee need Premix powder. Georgia Coffee
and Tea Premix is an exclusive product. If any
one wants to grab a cup of refreshing tea or
coffee with a pure aroma and natural taste, then
it should be opted for. Georgia Premix is made
by hand picked and selected coffee beans and
tea leaves which has a rich flavour and
refreshing taste.







Canned cold coffee

Japans one of the most favourite versions of Georgia
cold coffee. It is available in various flavours and in
different sizes of the can. Natural and refreshing coffee
on the go. Although it is not available in India currently,
but GeorgiaIndia might look forward to launch this
product due to its demand.


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INTRODUCTION TO DIAMOND BEVERAGES PVT LTD.:

Diamond Beverages Pvt Ltd is an Independent private Franchisee of Coca-Cola
India manufacturing Soft Drinks, Water, Juices etc. It comprises of two different units
viz: Diamond Beverages pvt ltd which produces the carbonated and Non-carbonated
beverages like Coca cola, Thumsup, Fanta, Maaza, Minute Maid etc.
And Crystal springs which is a sister concern of Diamond beverage, deals with the
manufacturing and bottling of Kinley water and distribution of Georgia products.
Located in Taratala Road of Kolkata, this company covers the manufacturing and
distribution of Coca cola products in the central and south of the city as well as the
neighbouring towns.

It is one of the 17 Franchisee owned bottling plants of the Coca cola company
(FOBO).
There are two FOBO in West Bengal, one being Diamnond Beverages, the other is
Bengal Beverages in the Dankuni area of Kolkata. There is just one COBO in West
Bengal which is at Siliguri, but it is much smaller in size and capacity then Diamond
Beverage.

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PRODUCTS MANUFACTURED AT DIAMOND BEVERAGES:











PRODUCTS MANUFACTURED AND DEALT AT CRYSTAL
SPRINGS:




30


INTRODUCTION TO THE PROJECT:


Opportunity for Georgia Iced Tea and Cold Coffee as an Alternate
Beverage in the Retail sector- This is the title of the project.
The coca cola company wants to be the thirst quencher for all the sectors in the
market.
It has achieved a huge success in the packaged beverage segment with its products
like Coca cola, Thums up, Sprite, Fanta etc in the Carbonated Beverage
segment, and Minute Maild and Maaza in the Non-Carbonated Beverage
Segment. The packaged drinking water from Coca cola- Kinley is considered as
one of the most successful packaged water brands in India. It has also achieved a
good amount of success in their Ready to Drink Tea and Coffee segment by their
brand Georgia.
Now, the company has decided to capture the unattended market, which is the
Retail Roadside Beverage Market. The Unpacked products available in these
sectors are generally Hot tea, Hot coffee, Fresh fruit Juices, Lemonades, Soda and
likes. In this scorching heat and summers, when people want to have some chilled
beverage like cold coffee or iced tea, either someone needs to go to a nearby caf or
consume that at their home.






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Coca Cola Company wants to cater to this segment of the OOH Beverage Market.
The company has decided to keep its GEORGIA ICED TEA AND COLD COFFEE
premix powder with the Roadside vendors who keep other such beverages. It is easy
to make and could be made by the Vendors in a few seconds. Thus the product of
the company will be easily available in all the segments and one can grab a glass of
Georgia cold beverage outside an office or while in the market at a very nominal
price.
Coca cola wants to be the No. 1 beverage solution in all the segments of the market.
If you want to drink something, think of a Coca cola product!- That is the motto of
the company. Either it be water, carbonated drinks, Non-carbonated packed items,
Vending machines or now this roadside Innovation, coca cola wants its products to
be consumed by Anybody, Anytime, Anywhere!




A Market Research was conducted by the Diamond Beverage, in the retail sector. A
sampling involving 150 vendors and retailers was required to be conducted in a span
of two months across different areas of Kolkata in order to give the product the
marketing push and to recognize the prospective consumers and their opinion in
order to develop and market the product in the near future. The methodology used in
studying and understanding the perceived views of the retailers and consumers
towards the product was SAMPLING. The findings of the activity have been drawn
out in form of graphs and suggestions have been offered there from.



32





OBJECTIVE OF THE RESEARCH:

1. To analyse the opportunity of Georgia Iced Tea and cold coffee as an
alternate beverage in Retail sector.

2. To know the awareness level of Iced tea and cold coffee among the retailers.

3. To analyse the buying behaviour of consumers.

4. To cater to the unattended segment in the OOH Beverage Industry.

5. To know its acceptability level by the retailers and roadside vendors.

6. To know the level of demand of its manually made Iced Tea and Cold Coffee
from the Premix powder by the vendor.


RESEARCH DESIGN:
Exploratory Research Design.


RESEARCH DURATION:
Two Months.


SAMPLING DESIGN:
Convenience Basis.

SAMPLE SIZE AND
SAMPLING UNITS:

150 Retail outlets viz;

Fruit Juice Vendors.
Lassi Vendors.
Soda centres.

33

Variety beverage centres(ice gola, flavoured water etc)
Lemonade vendors.
DATA COLLECTION METHODS:

1. PRIMARY DATA.

a) Direct Interview with questionnaires to the Retailers and Vendors.

b) Direct interview with questionnaires to the Customers.

2. SECONDARY DATA

Internet- a) Product and Company Websites.
b) Previous News publishes.
c) Various other reports.

DATA ANALYSIS METHOD:
1. Graphical Methods.

2. Explanation with the help of certain Marketing strategies.

AREAS COVERED IN THE SURVEY:
1. Maniktalla
2. New Market
3. New Alipore
4. Park Street
5. Rash Behari Avenue
6. Sealdah
7. Rabindra Sadan
8. Rabindra Sarobar
9. Sarat Bose Road
10. Shyam Bazar
11. Saltlake Sector V
12. Hazra Morde
13. Exide Morde

34

14. Nandan
15. College Street
16. Dalhousie
17. Golpark
18. Dhakuria
19. Gariahat Market
20. Taratala
21. Camac street
22. Russel street
23. Bara Bazar
24. Girish Park
25. Bhawnipore
26. Maidan
27. Bagree Market
28. Esplanade
29. Chandni Chowk
30. Central Avenue
31. Aurobindo Sarani











35


THE PROJECT AS EXPLAINED WITH CERTAIN
MARKETING CONCEPTS:
IGOR ANSOFF MATRIX:

FIGURE 4: IGOR ANSOFF MATRIX


According to Igor Ansoff Matrix, this strategy of Coca Cola company to
introduce the Premix of Iced tea and Cold coffee in the retail market through
roadside vendors lies in the Market Development segment.

The research is done for an already existing product, the premix of the Iced
Tea and Cold Coffee is made for the Vending Machine of Georgia. Now, that
already existing product will be sold in a completely new segment of the
market, i.e. the Roadside stalls and beverage vendors. This will cater to the
previously unattended segment of customers.

Although, geographically the market may still be the same, but this product
was not available everywhere and specially for this segment of customers.







36







GOODS SERVICE CONTINUUM:

When we look at the Goods Service continuum
we can spot that other products of coca cola Soft
Drinks are more toward pure commodity goods.
These goods like Minute Maid Juices, Carbonated
beverages, Kinley water etc. are more of pure
goods since it is just packed and dispatched from
the manufacturing unit, then the consumer buys it
from any store or outlet.
But in case of Georgia Iced tea and cold coffee, it
is made right in front of the customer as per his
specifications. The premix powders are sold to the
retailers, they are explained how to make the
product and the retailer makes it as per the
customer demand which cannot be possible in the
case of a Pure Good.
FIGURE 5: GOODS SERVICE CONTINUUM


37


QUESTIONNAIRE:

1. Name of the proprietor:
2. Name of the shop:
3. Type of shop:
4. Area:
5. Contact no.:
6. How long are you in this business?
2-3yrs
3-4 yrs
4-5 yrs
More than 5 yrs
7. How many glasses on average do you sell per day?

10-15
15-20
20-25
Above 25 glasses.

8. What type of drinks do you sell?
Nimbu Pani
Fruit juice
Variety store
Soda centre
Lassi
Others

9. What is the estimated average footfall of your customers per day?
40-60 persons
70-90 persons
100-120 persons
Above 120 persons

10. Have you heard of Iced Tea and Cold Coffee?
Yes
No
If Yes do sell any such of the product?

38

Yes
No
11. Which company first comes to your mind dealing with such products?
HLL
Amul
Nescafe
Lipton
Others
12 .Do you know that Georgia a product of Coca-Cola beverage also deal
with such products?
Yes
No
13. What are the potential of such product in your area?
High demand
Moderate demand
Low demand
Very low demand
14. Would you like to take a demo of such product?
Yes
No
15.Are you satisfied with our product and want to invest into such
product?
Yes
No



39

ANALYSIS AND FINDINGS

1) Average footfall of customers in the shop



FIGURE 6: AVERAGE FOOTFALL

We can see that the Average footfall of the customers is generally 40-60 per day.
The footfall depends upon the location of the stall as well as the variety of items
available in it.
Footfall doesnot indicate the sales of the product, it means the no. of people who
hold for sometime near the stall, maybe to buy a product, to ask about one, to ask
for water maybe. The sales is generally quite lesser than the footfall.
Sometimes due to unavailability of ice or disposable glass, customers donot buy the
product. Sometimes there is a group of many friends or likes who go to the vendor
but only 1 or 2 of them buy the product, the rest may be interested in some other
beverage maybe. This could be Georgia Iced tea or Cold Coffee.
35%
21%
25%
19%
40-60 70-90 90-120 ABOVE 120

40

2) Which company first comes to your mind dealing with such products?



FIGURE 7: DIFFERENT BRANDS POPULARITY

From the above chart we can see that majority of the retailers relate to the brand
Nescafe for Iced tea or cold coffee. It is basically for the Cold coffee, that these
small vendors know of this brand so well. Also, the large scale advertisement of
Nescafe has helped it achieve its popularity.
There are a lot of vending machines of Nestea n Nescafe frappe, in all the leading
market and office areas. Even this is one of the reason.
Many vendors knew about the packaged Iced tea produced by lipton
HLL and Amul being lesser known brands.
The others included brands like Amazon, Godrej etc.

HLL AMUL NESCAFE LIPTON OTHERS
12
20
73
28
22
Series1

41


3) Do you know that Georgia a product of Coca-Cola beverage also deal with
such products?




FIGURE 8: BRAND AWARENESS
As we can see from the above chart, very less number of retailers know about the
brand Georgia. Infact, some retailers who have heard of this brand werent aware
that it is a product of the Coca Cola Company.
This throws light to the lack of advertisement. People should be made aware that this
product is available in the market and that it is a part of such a well known company.

YES NO
21
134
Series1

42

4) What are the potential of such product in your area?


FIGURE 9: PRODUCT POTENTIAL

On explaining the product features to the vendors and how easy it is to make, most
of the retailers agreed that there is demand of such a product in their areas.
As we can see in the graph, that 38% have found its demand to be Moderate i.e. if it
is brought in the market, it will definitely work out.
27% have been very optimistic about it. For them, it is a must have product.
While according to the rest, the product might not work well, as it is altofether a new
concept and some say, that for having an Iced tea or cold coffee, one needs a nice
ambience like a caf or at home. The street side might not be the best place for this
product.


HIGH
27%
MODERATE
38%
LOW
23%
VERY LOW
12%

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5) Level of interest in Demo by different types of retailers.


FIGURE 1O: INTEREST BASED ON STALL TYPE.

Majority of the stores I covered were Lassi centres or Fruit Juice stores.
We can see that in all categories of the stalls, the response is generally positive for
the product. The retailers are positive about the product and want to take the demo
of the product.
For all types of stalls, 55-70% of the stall owners are interested in the demo except
for others
The others here mean, Dhabas, small fast food outlets etc. These people arent
much interested in the product due to lack of time.






NIMBU
PANI
FRUIT
JUICE
VARIETY
STORE
SODA
CENTRE
LASSI OTHERS
15
28
11
3
33
16
7
10
3
1
15
13
YES NO

44


6) Area wise response of the retailers regarding the interest in Demo of the
product.


FIGURE 11: INTEREST BASED ON AREA

There is a huge difference between how retailers of different areas have reacted to
this product.
We can see that Camac street, Esplanade, Saltlake sector V have been quite
optimistic and willing to try the product, while Dhakuria, Park street, Southcity area
the response is quite mixed.
Retailers at Bagri Market and Bara Bazar were not interested to even listen to the
entire product description due to lack of time.




15
11
3 3
8
9
11
7
3
9
7
5 5
4
6
8
3 3
0
2
3 3 3
4
5
7
4 4
YES NO

45

ADDITIONAL INFORMATION:
While doing the survey and talking to various people (retailers as well as customers),
I found out many other information which are of importance to the project. Some of
these are highlighted below:
Many retailers who were interested in the product also wanted
georgia or coca cola printed glasses from the company along with
the premix powders, according to them, this would be a promotion for
the company as well as raise the standard of their stall.






There is a huge Union Problem in areas like Hazra, Victoria and
Sealdah. Even if the retailers were highly interested in the product,
either they would not be allowed completely by the Union leaders to
keep a new product, or they would have to pay a huge commission to
them before starting up with this product. So they resisted from
accepting to take the demo.

For the Variety beverage and Gola stores, the main substitute for iced
tea and cold coffee turned out to be products like:
RALLIS and GANESH syrups:
According to many variety retailers, fruit syrups of these brands are
available at a cheaper cost, and the number of glasses produced
is much more. Also, these are well known and popular brands in
this beverage sector.
Brand Price range No. of glasses
Rallis/Ganesh 140-180 65(app)
Georgia Iced tea 225 40
Georgia Cold coffee 325 33


46

LOCAL MADE SYRUPS:
Although, these syrups arent as popular or
good quality like the previous ones, but are
easily available at a very low cost and a
buyer doesnt buy having a gola from this
syrup at rs.10 rather than buying a rs.20
Iced tea.

RASNA FRUIT POWDER:
It comes in a variety of flavours, it can be sold to the
customers at Rs. 5 for just Rasna water, and Rs. 10 for
Gola. So again, the customer might not want to buy a
glass of iced tea or cold coffee.


On talking to many customers, I found out that hygiene is one of the main
issues for an important class of customers. It is either students, or working
professionals who will be more interested in these products. But they wouldnt
take a glass of our product from a Roadside Lemonade vendor or a fruit juice
seller. As they arent sure if the water is pure and hygienic.



Many Vendors were intrested in keeping packaged products
just like the other products of the brand. May be in cans or
tetrapack as this would save them from the time in making
the product as well as it would be covinent to store etc.




47

In areas like Gariahat Market, many retailers were at first interested to take
the demo of the product, but on knowing that its a Coca cola Company
product, they refused. The reason being their bitter experience with the dealer
of Coca cola in that area.

According to some customers whom I had surveyed, it is a very feasible
option as this is very less time consuming, good to taste, comes with coca
cola assurance and can be easily available at any local beverage stall near
their tuitions or college. It would be a good alternative to going to expensive
cafs said one of them.

Nescaf company has installed many of its cold beverage vending
machines at the normal grocery stores etc in market or office areas. The sale
of these products are quite low.

Many vendors have started keeping the product after the demo, but have not
really seen much demand of the product as of yet.








48


RECOMMENDATION:

After considering all the above problems and the scenario in the market. Following
are some of the recommendations; I would like to give to the company:
Advertisement should be focussed upon. There is a very small set of people
who are aware of the brand Georgia, and even if they have heard of it,
hardly anybody is aware that it is a product of the coca cola company.


Two shakers should be given to the vendors, for each Iced Tea and Cold
Coffee. As sometimes out of carelessness or lack of time, the vendor doesnt
clean the shaker properly and if he had previously made iced tea, and then
makes Cold coffee in the same shaker, it spoils the taste; thus, resulting in
loss of customers.


Hygiene issue should be paid heed to. The retailers should be told to keep
pure supply water in a transparent bottle for the regular customers, so that
they can see that the water is clean. Also, a tie up can be made, that for
people who need even more precaution, the product can be made in Kinley
water (a coca cola product) by charging Rs. 5 extra. Thus stimulating sales for
both products


As we have seen from the above graphs that there are certain areas like
Camac street, Saltlake sector V etc. where the response to the product is
quite positive, the company should first capture these markets. Also it shows
that areas having Schools, Colleges and offices have more demand of this
product. So, the target should be in this area.







49




PROBLEM STATEMENT:

While conducting the market survey, the problems which acted as barriers are
mentioned below:-
Roaming around in the streets in such a hot summer was a challenging job.

Hesitation in explaining points to the retailers at the beginning was happening.

I faced a lot of Language problem in the beginning, these small retailers were
not able to understand Hindi or English. Had to learn to explain things to them
in Bengali.

Maximum retailers didnt give me sufficient time to explain me the entire
points.

In the beginning, finding out the locations and areas assigned to me was also
a little troublesome.

Many retailers had their own perception regarding the product, and were not
ready to listen to me.

But the experience that I have gathered is more valuable than the faced
problems.








50





CONCLUSION:

The Sampling activity and Market Research was a good first step into the area of
Marketing and Sales. It gave good amount of exposure mainly because after being
explained the process, we were given an opportunity to carry out the process
ourselves. It helped in developing a considerable amount of convincing skills,
because, it took a lot of it to convince the retailers to try our product and take the
demo. Also, people had their own perception about the product, clearing which was
a tough task. This even helped in the polishing of communication skills, a must-have
to survive and make it big in the present world. It even gave a good understanding of
behaviour of customers as well as retailers when placed in different situations. I also
came across many of the problems that these retailers face like the Union
Problems etc. which we dont come to know unless we visit the field our self. It was
a good opportunity to work on the skill of patience, as a large number of retailers
were to be dealt with. It helped in developing the kind of relations one needs to
uphold in the corporate world and it helped in building up the right attitude.

As all the points in the above mentioned paragraph, are the must-have skills for
anyone in the field of Marketing and Sales, the training period was a good
experience and a good stepping stone into the real business world.


51



ANNEXURE

BIBLOGRAPHY:
www.cocacolaindia.com
www.cocacolacompany.com
www.georgiaindia.com
www.wikipedia/cocacola.com
www.wikimapia.com
www.linkedin/diamondbeveragespvtltd.com
www.redifftimes/oohbeveragesectorindia.com
www.facebook.com/diamondbeverages
www.wikipedia/beverageindustryofindia.com



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