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PART-1









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BRIEF HISTORY










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BRIEF HISTORY

John Stryth pemberton first introduced the refreshing coke taste of Coca cola in Atlanta Georgia. It way
may of 1886 when the pharmacist concocted a caramel colored syrup in a three legged brass kettle in
this backyard. The first distribute the new product by carrying Coca Cola in a Jud down the sstrect to
Jacobs Pharmacy for five cenls consumers could enjoy & glass of Coca Cola at the soda function
whether we design or accident carbonated water way termed with new syrup, producing a drink, that
was proclaimed Delicious and refreshing.

By 1886, sales of Coca Cola averaged nine drinks per day. That first year, Dr. Pemberton sold 25
gallons of syrop, shipped in bright red wooden kgs .red has been a distinctive color associated with the
No.1 soft drink brand ever since. For this efforts, Dr. Palmerton grossed $50 and spent $73.96 on
advertising.

In 1891, Atlanta entrepreneur. As g. candler had acquired complete owner ship of the Coca cola
business within for his merchandising flair helped expand consumption of Coca cola to every state and
territory. In 1919, the coca cola way sold to a group investors for $25million, Robert W.Woodrup
become president of the Coca cola company in 1923, and his more than six decades of leadership took
the business to unrivaled height of commercial success making coca Cola in institution the world over.


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COCA-COLA FIRST BOTTLED
Coca Cola began as a ferntevin product but candy merchant jusepth A. Biedentrnn of Mississippi was
looking for a way to serve this resrashing beverage at picnics. Tiebegan offering bottled Coca Cola,
using syrup shipped from Atlanta, during an especially, busy summer in 1894.

In 1899, large scale bottling become possible when as concluder granted exclusive bottling rights to
Joseph B. whiter head and Benjamin F. Thomas of Chattanooga, Jenacessec. The contract market the
beginning of the Coca cola companys unique intendment bottling system that remains the formdation of
the company soft drink operations.

THE BOTTLING SYSTEM

The day Coca Cola reach consumers and customer around the world through a vast distribution network
made up of local bottling companies. These bottlers are located around the world, and most are
independent business. Using concentrates and beverages bases produced by the Coca Cola company, our
bottling partners package and market products, the distribute them to more than & million customer and
more than 2 million vending machines around the world.
The Coca Cola company is committed to assisting its bottlers with the function of an efficient bottling
operation. Quality contract, ministered constantly by the company is necessary to produce high quality
soft drinks.






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TRADE MARKS
Our trademarks are our most valuable ossets. The trademark Coca-Cola was registered with the U.S.
patent and trademark office in 1893, followed by Coke in 1945 theunique contour bottle, familiar to
consumersevery when, way granted registration is a trademark by the U.S. patent and trademark office
in 1977, in honor a warded to few other packages. In 1982, the Coca Cola company introduced diet
Coke is U.S. consumer marking the first extension of me companys most precious trademark to another
product later years saw the introduction DP additional products bearing the Coca Cola name which now
emcon passes a powerful line of six Coal products. Today, the worlds favorite soft drink Coca Cola
the world best known and most admired trademark; recognized by more than 90 percent of the world
population.











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HISTORY OF BOTTLING

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
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 the sum of one dollar. A third
Chattanooga lawyer, John T. Lupton, soon joined their venture.


1900-1909 Rapid growth

The three pioneer bottlers divided the country into territories and sold bottling rights to local
entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved
efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of

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them family-owned businesses. Some were open only during hot-weather months when demand was
high

1916 Birth of the Contour Bottle

Bottlers worried that 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's one of the most recognized icons in the world - even in the dark!


1920s Bottling overtakes fountain sales

As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas and
zeal fueled steady growth. Six-bottle cartons were a huge hit starting in 1923. A few years later, open-
top metal coolers became the forerunners of automated vending machines. By the end of the 1920s,
bottle sales of Coca-Cola exceeded fountain sales

1920s and '30s International expansion

Led by 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


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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 war-time plants were later converted to civilian use, permanently enlarging the bottling
system and accelerating the growth of the Company's worldwide business.

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.

1960s New brands introduced

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

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1970s and '80s Consolidation to serve customers












As technology led to a 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 capacity to lead the system in working with global retailers



1990s New and growing markets

Political and economic changes opened vast markets that were closed or underdeveloped for decades.
After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. As the
century closed, more than $1.5 billion was committed to new bottling facilities in Africa.

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1st Century Think local, act local

The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage
serves the Company well today as consumers seek brands that honor local identity and the
distinctiveness of local markets. As was true a century ago, strong locally based relationships between
Coca-Cola bottlers, customers and communities are the foundation on which the entire business grows.

BOTTLING TODAY
Think local, act local

From the world's largest cities to its most remote villages, our bottling system is made up of locally
rooted enterprises committed to quality. The Coca-Cola Company bottling partners are always local
businesses, exerting a strong influence on economic development and actively participating in
community life through local events and philanthropic activities.

Bottlers and Customers

Bottlers are a critical local link. They sell our brands to businesses and institutions, retail chains,
supermarkets, restaurants, small neighborhood grocers, sports and entertainment venues, schools and
colleges, among others. These customers, in turn, are where you go when you want a Coke or one of
our other brands.For each of our customers, providing the right mix of Company products and packages
at the right price is the foundation of mutual success. Local consumer tastes determine the brands and
package types a particular customer wants us to supply. Bottlers in many countries offer tours of their

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facilities to schoolchildren and adult groups. Contact the local bottler in your region for more
information on tours and other activities that our bottlers sponsor.
A Revolution in Plastics Recycling
If you ask Peter Anderson, project director of the Plastic Redesign Project (PRP), The Coca-Cola
Company has spurred a revolution in the economics of plastics recycling, with its decision three years
ago to establish a public goal for using recycled content in PET (Polyethylene Terephthalate) bottles.
The company made the ground-breaking commitment in 2000 to use 10% recycled content in its plastic
bottles by 2005, culminating its years-long work to help commercialize recycling PET bottles from
curbside programs into new bottles.
In February 2003, The Coca-Cola Company received an award from the PRP, as it reached a milestone
in that commitment, with 10% recycled content in 80% of its bottles. During the ceremony, Anderson
expressed the industry's gratitude to the company's commitment, "We cannot begin to tell you how
much we appreciate your bold decision to step up to the plate, following on your decade-long dedication
to technology development with a public commitment."
Receiving the award for outstanding corporate responsibility on behalf of The Coca-Cola Company
were Scott Vitters, Environmental Manager, and Jeffrey Hansen, Packaging Recycling System
Manager.
Vitters explained that the Coca-Cola system has worked diligently over the past decade to develop
sustainable recycling technologies. "We appreciate the recognition for these efforts and look forward to
continuing to drive new innovation. The company continues ahead of schedule to meeting its 2005 goal


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WORKPLACE CULTURE

With the same spirited investment as the world's premier marketer and beverage industry leader for
more than 116 years, we are focused on strategic workplace programs that help assure the success of our
commitment to embracing the similarities and differences of people, cultures and ideas.
Cultural Sensations
This employee awareness program takes diversity beyond representation and provides employees an
opportunity to learn about different cultures and regions of the world in which we do business. Our
Cultural Sensations program is designed to foster dialogue about the similarities and differences of
people, cultures and ideas through the use of art, music, dance, food and special events.

Diversity Advisory Council
The company's corporate Diversity Advisory Council consists of a representative group of employees
from all levels, functions and business units of the organization. The Council develops recommendations
for senior management on advancing the company's efforts towards achieving our diversity objectives.

Employee Forums
We believe that a sense of community enhances our ability to attract, retain, and develop diverse talent
and ideas as a source of competitive business advantage. In the United States, through employee forums,
employees can connect with colleagues who share similar interests and backgrounds. In those forums

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and elsewhere, employees support each other's personal and professional growth and enhance their
individual and collective ability to contribute to the company. Forums that are currently active include:
WORKPLACE POLICIES

Within every large organization, there are always governing rules, and our company is no exception. In
order to foster an environment that is productive, healthy, safe, and successful for all of our employees,
our company has policies to help guide the behaviour that shape our work environment.


Code of Business Conduct

Our Code of Business Conduct (English Translation) serves to guide the actions of our employees,
officers and directors in ways that are consistent with our core values: honesty; integrity; diversity;
quality; respect; responsibility; and, accountability. The Code helps our people play by the rules
wherever we operate around the world. And, we have well-defined procedures for times when concerns
arise, in The Code of Business Conduct Procedural Guidelines (English Translation).

Equal Opportunity

The Coca-Cola Company values all employees and the contributions they make. Consistent with this
value, the company reaffirms its long-standing commitment to equal opportunity and affirmative action
in employment, which are integral parts of our corporate environment. The company strives to create a
work environment free of discrimination and physical or verbal harassment with respect to race, gender,
colour, national origin, religion, age, disability, sexual orientation, or veteran status. We will make

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reasonable accommodations in the employment of qualified individuals with disabilities, for religious
beliefs, and whenever else appropriate

The company maintains equal employment opportunity functions to ensure adherence to all laws and
regulations, and to company policy in the areas of equal employment opportunity and affirmative action.
All managers are expected to implement and enforce the company policy of non-discrimination, equal
employment opportunity, and affirmative action, as well as to prevent acts of harassment within their
assigned area of responsibility. Further, it is a part of every individual's responsibility to maintain a work
environment that reflects the spirit of equal opportunity and prohibits harassment.



Individuals with Disabilities, Disabled Veterans and Veterans of the
Vietnam Era

The Coca-Cola Company has a long-standing commitment to take affirmative action to employ and
advance the employment of qualified individuals with disabilities, disabled veterans, and veterans of the
Vietnam Era. As part of these efforts, we periodically invite disabled individuals, disabled veterans,
veterans of the Vietnam Era, and other covered veterans to identify themselves as such, if they have not
already done so, by advising their Human Resources representatives.
The information provided by an employee is voluntary, and will be handled confidentially.
However, if it's necessary to assist an employee in performing job responsibilities, appropriate managers
may be informed regarding any restrictions on work, necessary accommodations, or conditions that
might require emergency treatmen



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THE COCA-COLA PROMISE

The Coca-Cola Company exists to benefit and refresh every one it touches.
The basic proposition of our business is simple, solid and timeless. When we bring refreshment, value,
joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-
Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the
owner so four business.

MARKET PLACE
More than a billion times every day, thirsty people around the world reach for Coca-Cola products for
refreshment. They deserve the highest qualityevery time. Our promise to deliver that quality is the
most important promise we make. And it involves a worldwide, yet distinctively local, network of
bottling partners, suppliers, distributors and retailers whose success is paramount to our own. Our
investment in local communities in over 200 countries totals billions of dollars in jobs, facilities,
marketing, the purchase of local goods and services, and local business partnerships. Always and
everywhere, we pursue continuous innovation in the products we offer, the processes we use to make
them, the packages we develop and the ways we bring them to market.



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WORK PLACE

The Coca-Cola system is one of the most diverse organizations on earth, with a rich mosaic of talented
colleagues who bring a variety of intellectual, professional, ethnic and cultural perspectives to our
enterprise. They reflect the nations, cultures and languages of the world.
Our policy is to foster an inclusive environment that encourages all employees to develop and
perform to their fullest potential.
Our workplace must be a place where everyone's ideas and contributions are valued. Our employees
deserve equal treatment under our policies governing compensation, advancement, health, safety and
other aspects of workplace life. We understand that fairness in the workplace, coupled with the
opportunity to develop individual capabilities, fosters our collective success.
















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ORGANISATION STRUCTURE
BRINDAVAN BEVERAGE LIMITED, BAREILLY
Brindavan Beverage Ltd. Bottling Company started during the year 1986 in Bangalore due to
humble service of Mr. S.N.Ladhani the managing director of the company with initial capital
Rs.25 lakes. Brindavan Beverage Ltd .had a franchisee agreement with Parle Export Pvt. Ltd.
for 10 year to manufacture and seed its product during Nov.1993 Parle Export sold all its 60
franchise to Coca-Cola India in order to compete to Pepsi .In this way BBL has undergone the
territory of Coca-Cola. The company is manufacturing and selling 200ml. 300ml. 600ml and
2.00 liters of Thums Up, Limca, Coke, Fanta, Maaza, and Sprite., Kinely Soda for Bareilly and
other nearby districts such as Baduan, Moradabad, Rampur, Pilibhit, Shajahanpur Lakhimpur
Khiri, Nainital etc. Brindavan Beverage Ltd has its production unit having a speed of 1520
bottles per minute, located at Parsakhera an industrial area Rampur road Bareilly. The storage
of filled bottle is done in a go down, which is located next, the production unit.
The managing director, head of the organization is in charge of all the administrative matter.
The marketing director is responsible for activity such as sales promotion advertising and
distribution etc. and the production manager take care of the production department.

All kinds of material are handled in stores The COCA-COLA Organization in Bareilly is
divided into many departments for their smooth working. The Plant is basically for 200 ml, 300
ml & 1 Liter packing and rest of the products are sourcing from other units. All the departments
and their workings are briefly described as follows.

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STRUCTURE OF COCA COLA COMPANY
The Bareilly is divided into many departments for their smooth working. The Plant is basically for 200
ml, 300 ml & 1 Litre packing and rest of the products are sourcing from other units. All the departments
and their workings are briefly described as follows:

ORGANIZATION
STRUCTURE
FINANCE
HUMAN
RESOURCE
(HR)
PRODUCTION
SHIPPING

SALES &
MARKETING
STORES
QUALITY
ASSURANCE
(QA)

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FINANCE:
Finance department performs the activities in management of Accounts Receivables, Claims and
expenses, Fixed Assets management & their depreciation, Transportation, arrangement of raw material
as through supply chain, computer networking management, Taxation, etc. Above all these functions
checking authority verifies all these activities and approves it for final actions.
HUMAN RESOURCE (HR):
HR department works in Recruitment & selection, Training & Development, Performance Appraisals,
objective setting leading to management Incentive plan, wages & salary administration, Disciplinary
Actions, Statutory compliance, ISO documentation, assisting in civil & criminal litigation, handling of
contract labour .
And worker related issues, employee welfare, community development projects, policy implementation,
internal & external environment etc.

PRODUCTION :
The manufacturing of different types of Brands of soft drink comes under the Production department. It
comprises the process of Water Treatment, Syrup preparation, Container Washing, Mixing &
Proportioning, Filling & Crowning and then the Final Inspection of the product.



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SHIPPING :
This department is also termed as Dispatch Section. Goods are received and dispatched from shipping. It
works in receiving of products from other unit, transferring of fulls from production, Inventory
Management of finished products in First In First Out (FIFO) method, dispatch of finished goods to
distributors, empty received and dispatch to other units.
SALES & MARKETING :
Sales department takes care of placement of all brands in right proportion in right time at right place.
Sales executive always dispatches in proportion of empty receiving and payment terms. The main aim of
this department is that all the brands should be at distributor's end and must not be any deficiency of any
brand.
All the activities that help in enhancing the sales come under marketing. In this, company gives glow
sign boards to distributors, Table, chairs & Umbrellas, advertisements, T-shirts, Caps, posters, banners,
seasonal schemes, product keeping containers like Fridge, ice-box etc.
STORES :
All kinds of material are handled in stores either it can be of raw material for production or materials
used in the office. A proper sequence is followed. At very first, Purchase requisition is prepared by each
department and then materials are purchased form the fixed vendors after this the material are
distributed as per the requirement. In broader terms, we can say that the activities performed in this
process are receiving of materials, issuing of materials, rejection handling, scrap handling.


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QUALITY ASSURANCE (QA):
QA department ensures the total quality in each and every aspect of the organization. This quality is not
only concerned with individual department like production of goods but it is concerned with every
functioning of the organization such as hygiene in the organization like providing the nutrias food from
the canteen, cleanliness in the bathrooms, not polluting the environment, etc. One of the major functions
of QA department is pre and post manufacturing tests which ensures zero defect so that consumers can
get right quantity and quality of products. All the procured materials have to undergo a rigorous quality
check. Even before procurement the quality of the material has been ensured by the sample check of
material.


















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MISSION ,VISION AND VALUES

VISION

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 Corporation branded beverages system.

MISSION

The mission of the Coca-Cola Company is to increase share-owner value over time. The company
accomplished the mission by working with its business partners to deliver satisfaction and value to
customers and consumers through a worldwide system of superior brands and services, thus increasing
brand equity on a global basis.

VALUES
Honesty in every action.Integrity: -
Commitment:-Doing whatever it takes to deliver, as promised.
Passion:-Missionary zeal is arising out of an emotional engagement with work.
Seamlessness: - Thinking and working together across functional silos, hierarchy Levels, businesses
and geographies.

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Speed: - Responding to stakeholders with a sense of urgency.Create consumer products, services and
communication customer service and bottling system strategies, processes and tools in order to create
competitive advantage and deliver superiors value to:

Consumer as a superior beverage experience.
Consumers as an opportunity to grow profit through the use of finished drinks.
Bottlers as an opportunity to grow profits and volume.
TCCC as 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 teamwork, flexible business system and continuous improvement.
CCI Associates as superior career opportunity.
Indian society in the form of a contribution to economic and socio development.

1. improvement in everything we do.

2. We will respect all stakeholders, including employees, partners and suppliers and instill them
with a passion to deliver the highest quality goods and service.

3. We will foster initiative and creativity by empowering individual to attain well-defined
objectives.





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FABOULAS FACTS ABOUT COCA-COLA

The world has changed in many ways since pharmacist, John Styth Pemberton first introduced
the refreshing taste of Coca-Cola in Atlanta, Georgia. However, the pure and simple magic of
one thing remains the same Coca-Cola the name and the product mean so many good things to
hundred of millions of consumers around the globe. Coca-Cola products are served more than
705 million times long way to come after such a modest beginning.

.MORE FUND FACTS AND TRIVIA

Mexico and Iceland have the highest per capita consumption of Coca-Cola
Coca-Cola translated to Chinese means, To make mouth happy.
Every second over 7,000 Coca-Cola products are consumed.
If all the Coca-Cola every produced were in 61/2 oz. Bottles and paled end to end they
would wrap around the earth more than 11,863 times.
The tallest Coca-Cola bottling plants are in Hong Kong. The plant in Quarry Bay is 17
floors, and the plant in Shatin is 25 floors.
The bottling plant at the highest elevation in the world is located in Bolivai, at 12,000
feet.
The worlds longest Coca-Cola truck is in Sweden. It is 7 0 feet long with a four-azle
trailer.
The best selling non-carbonated soft drink in Japan is a product of the Coca-Cola
Company named Georgia, a coffee flavored beverage.
Coca-Cola first crossed the Atlantic on borad the Graf Zeppelin, the Geman dirigible.

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The Varsity Restaurant in Atlanta, Georgia, bas earned the distinction of serving the
highest volume of Coca-Cola anywhere. It dispenses nearly 3 million servings of Coca-
Cola annually.
If all the Coca-Cola vending machines in the U.S. were stacked one on top of each other,
the pile would be over 450 miles high


What is in a Coke


Carbonated Water

High Fructose Corn Syrup

Caramel Color

Phosphoric Acid

Natural Flavors

Caffeine







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PERFOMANCE OF COCA-COLA COMPANY

COCA-COLA is certainly no stranger to global marketing. Long the worlds leading
soft drink marker, the company now sells its brands in more than 200 countries. In fact,
in recent years, as its domestic markets have lost their fizz. Coca-Cola has revved up
every aspect of its global marketing. The result; near world dominance of the soft drink
market. The great global Cola wars between Coca-Cola and rival Pepsi have become
decidedly one-sided. In the 1990s, while Pepsis sales volume rose just 2 percent, Coke
Classic consumption increased by more than 30 percent.
Since the early 1980s, soft drink consumption has grown at a rate of 3 percent annually
both domestically and internationally; during that same period, Cokes volume has
grown 5 percent and 7 percent, respectively. Coca-Cola international prowess has
played a major role in its dominance. In fact, Coca-Cola earns over 70 percent of its
profits aboard. Whereas in the United States Coca-Cola captures a 44 percent market
share versus Pepsis 31 percent, it outsells Pepsi 3 to 1 overseas and boasts 4 of the
worlds 5 leading soft drink brands: Coca-Cola, diet Coke, Sprite, and Fanta. Coca-Cola
has handed Pepsi a number of crushing international setbacks. As a result.
Pepsi has recently experience flat or declining international soda sales. During the same
period, Coca-Cola has reported strong growth in Latin America and grew a stunning 20
percent in China, 17 percent in India, and 16 percent in the Philippines.
Pepsi is new retrenching its efforts aboard by focusing on emerging markets-China,
India, and Indonesia-where Coke is growing but does not yet dominate.


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Together, these three emerging markets boast 2.4 billion people, nearly half the worlds
total population. With their young populations, exploding incomes, and underdeveloped
soft drink demand, they represent prime potential for Coca-Cola and Pepsi.
For example, Chinas 1.2 billion consumers-drinks an average of only 5 servings of
soda per year, compared with 343 in the United States, crating heady opportunity for
growth. Indonesia, with 200 million people, nearly all of whom are Muslims for-bidden
to consume alcohol, is what one top Coca-Cola executive calls a soft drink paradise.
Coca-Colas success as a global power has made it one of the most enduringly
profitable companies in history. As one observes states, Coke will remain the 800
pound gorilla in the soft drink business for the foreseeable future. How profitable ahs
Coca-Cola been over the decades? Incredibly, a single share of Coca-Cola stock
purchased for $40 in 1919 would be worth $4,847,000 today.



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PARTNERS OF COCA COLA

The Coca-Cola Company works with a wide variety of organizations to support health, fitness
and good nutrition. Visit these sites for more information about positions, programs and
activities.
The Coalition for a Healthy and Active America (CHAA) CHAA was formed in 2003 by
concerned organizations and national leaders to educate parents, children, schools, and
communities about the critical roles physical activity and nutrition education play in reversing
the alarming trends of childhood obesity. As a non-profit national grassroots coalition, CHAA is
a vigorous advocate for developing healthy and active lifestyles for America's youth.
CHAA is committed to working with schools to rededicate time for physical fitness; giving
parents the freedom to help their children make their own nutritional choices; building school-
business model relationships that benefit our families by supporting healthy and active
lifestyles; and finding solutions to childhood obesity that are both responsible and realistic
American Council for Fitness and Nutrition The American Council for Fitness and Nutrition
(ACFN) is a group of food, beverage and consumer products companies, not-for-profit
organizations and trade associations working together to improve the health of all Americans,
particularly youth, by encouraging a healthy balance between fitness and nutrition. The

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cornerstone of all ACFN initiatives is the idea that lasting solutions to the nation's obesity
problem must be based on sound science and behavioural research. Such policies are likely to
help parents and their children develop eating and exercise habits that lead to a healthier life.

Grocery Manufacturers of America The Grocery Manufacturers of America (GMA) represents
the food, beverage and consumer products industry on key issues that affect the ability of brand
manufacturers to market their products profitably and deliver superior value to the consumer.
International Food Information Council (IFIC) Foundation The IFIC Foundation is a public
education foundation disseminating sound, science-based information on food safety, nutrition
and health.
International Life Sciences Institute Founded in 1978, the International Life Sciences Institute
(ILSI) is a nonprofit, worldwide foundation that seeks to improve the well-being of the general
public through the pursuit of balanced science. Its goal is to further the understanding of
scientific issues relating to nutrition, food safety, toxicology, risk assessment, and the
environment by bringing together scientists from academia, government, and industry.









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YOUR HEALTH AND OUR BEVERAGES

There is growing confusion about what constitutes a healthy diet. With so much
conflicting information available about health and nutrition, it can be very difficult to determine what is
accurate and what is not.
The truth is that soft drinks and other beverages have a place in a healthy lifestyle. A healthy diet
incorporates the basic principles of variety, balance and moderation without sacrificing enjoyment.

HEALTH AND OUR BEVERAGES -- THE FACTS

Facts on Diabetes and Soft Drinks
Soft drinks do not contribute to diabetes.
Children who are obese have a greater risk of type 2 diabetes but this is not related to the
sugar content in soda

Facts on Aspartame and Soft Drinks
Key Fact

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Aspartame is a safe low-calorie sweetener, approved by more than 90 nations and scores of
health organizations, that has never been linked to any health risks.


Facts on Healthy Bones and Soft Drinks
Key Fact
The caffeine and phosphoric acid in soft drinks does not affect bone health.

Facts on Hyperactivity and Soft Drinks
Key Fact
The sugar in soft drinks does not cause children to be hyperactive.

Facts on Milk Consumption and Soft Drinks
Key Fact
The consumption of soft drinks has not affected calcium consumption.

Facts on Sedentary Lifestyle and Obesity
Key Facts
Rising obesity rates are due in large part to sedentary lifestyles and lack of physical activity.

Soft drinks can be part of an active lifestyle



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Facts on Sugar and Soft Drinks

Key Facts
Sugar consumption has not been shown to cause obesity.
There are no nutritional differences between sugars and the body uses them all the same way.
The amount of sugar and calories in soft drinks is about the same as many fruit juices

Facts on Caffeine and Soft Drinks
Key Facts
Soft drinks containing caffeine are not addictive.
Caffeine has no negative impact on hydration or bone health.
There is no connection between cardiovascular disease and caffeine.








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PRODUCT OF COCA COLA


In 1985, a new Cola emerged from laboratory research. Through internal evaluation and thousand by
blind taste tests, consumer said they preferred it over both Coca Cola and its primary competition. As a
result. In April 1985, the company proudly introduced the new taster of coke the first change in the
secrete formula since my product way created in 1886.
he launch of Coke with the new taste took place in the United State and Canada.
Consumer respected with an unprecedented and new famous out pouring of loyalty and offering for me
original formula of Coca-cola
returned & Coca-Cola classic. In 1986, Coca-Cola classic became and still remains, the nations top-
selling soft drink.

Brands in Indian Origin
COKE - COCA-COLA:
Developed in a brass pot in 1886, Coca-Cola is the most recognized and
admired trademark around the globe. Not to mention the best selling soft drink
in the world.


SPRITE:

34
In 1961, a citrus-flavored drink made its U.S. debut, using "Sprite Boy" as inspiration for its name. This
elf with silver hair and a big smile was used in 1940s advertising for Coca-Cola. Sprite is now the fastest
growing major soft drink in the U.S., and the world's most popular lemon-lime soft drink.

FANTA:
The name "Fanta" was first registered as a trademark in Germany in 1941, when it
was used for a few years for a soft drink created from available materials and
flavors. The name was then revived in 1955 in Naples, Italy, when it was used for
the "Fanta" orange drink we know today. It is now the trademark name for a line of flavored drinks sold
around the world


DIET COKE :
The extension of the Coca-Cola name began in 1982 with the introduction of diet
Coke (also called Coca-Cola light in some countries). Diet coke quickly became the
number- one selling low-calorie soft drink in the world.


VANILA :

It is an Ice Cream in taste. Launched in 2004.





35



LIMCA:
This is thirst-quenching beverage features a fresh and light lemon-lime taste and
a lighthearted attitude. The Limca brand was introduced in 1971 and acquired by
the Coca-Cola Company in 1993.

MAAZA :
Maaza, launched in 1984 and acquired by The Coca-Cola Company in 1993, is a non
carbonated mango soft drink with a rich, juicy m natural mango taste


.
THUMPS- UP :
In 1993, The Coca-Cola Company acquired this brand, which was originally
introduced in 1977. Its strong and fizzy taste makes it unique carbonated Indian Cola.



KINLEY WATER:
This is thirst-quenching beverage features fresh the fresh water with the
saturated oxygen level.

36



SUNFILL:
Thirst-quenching beverage feat ures a fresh and light orange taste
This is ghthearted attitude.


COCA-COLA I N I NDI A











Famous Ads of Coke












37






Famous Ads of Thums-up






















Famous Ads of Fanta














38




Famous Ads of Sprite & Limca













Famous Ads of Maaza















39



STUDY OF THE PRODUCT

A product line is group of products that are closely related because they perform a similar
function are sold to the same customer group are marketed through the same channels or fall
within given price range.

S.LNO. PRODUCT FLAVOUR COLOUR

1. Thumps Cola Burnt sugar

2. Limca Lemon Tetrazin

3. Fanta Orange Orange

4. Maaza Mango Yellow

5. Coke Cola Burnt sugar

6. Sprite Lime No colour

40

7. minute maid Orange Orange


A BRIEF PROFILE OF FLAVOUR AND PAC

Flavour Ingredients Pack Product Company
Cola Cola Flavour
carbonated
water sugar
200Ml.
300Ml.
500Ml.
1 Litre
1.5 Litre
2 Litre
Coke,
Thumsup



Coca-Cola



Orange Orange
Flavour +
Carbonated
Water+ Sugar
200Ml.
300Ml.
500Ml.
1 Litre
1.5 Litre
2 Litre
Fanta



Coca-Cola




Fruit Juice Mango Pulp+
Treated water+
sugar
250 ML Maaza

Coca-Cola


41
Cloudy
Lemon
Lemon Flavour
+ Carbonated
Water+ Sugar
200Ml.
300Ml.
500Ml.
1 Litre
1.5 Litre
2 Litre
Limca




Coca-Cola



Clear
Lemon
Lemon
Flavour+
Carbonated
Water + Sugar
200Ml.
300Ml.
500Ml.
1 Litre
1.5 Litre
2 Litre
Sprite




Coca-Cola
















42

PROBLEM OF COCA COLA COMPANY

The Coca-Cola Company has been criticized for its business practices as well as the alleged adverse
health effects of its flagship product. A common criticism of Coke based on its allegedly toxic acidity
levels has been found to be baseless by researchers; lawsuits based on these criticisms have been
dismissed by several American courts for this reason
Since there are indications that "soda and sweetened drinks are the main source of calories in American
diet," most nutritionists advise that Coca-Cola and other soft drinks can be harmful if consumed
excessively, particularly to young children whose soft drink consumption competes with, rather than
complements, a balanced diet. Studies have shown that regular soft drink users have a lower intake of
calcium, magnesium, ascorbic acid, riboflavin, and vitamin A. The drink has also aroused criticism for
its use of caffeine, due to the possibility of physical dependence. A link has been shown between long-
term regular cola intake, of which Coca-Cola is the most consumed brand worldwide, and osteoporosis
in older women (but not men). This was thought to be due to the presence of phosphoric acid, and the
risk was found to be same for caffeinated and noncaffeinated colas, as well as the same for diet and
sugared colas.
Although numerous court cases have been filed against The Coca-Cola Company since the 1920s,
alleging that the acidity of the drink is dangerous, no evidence corroborating this claim has been found.
Under normal conditions, scientific evidence indicates Coca-Cola's acidity causes no immediate harm.
There is also some concern regarding the usage of high fructose corn syrup in the production of Coca-
Cola. Since 1985 in the U.S., Coke has been made with high fructose corn syrup, instead of sugar
glucose or fructose, to reduce costs. This has come under criticism because of concerns that the corn

43
used to produce corn syrup may come from genetically altered plants. Some nutritionists also caution
against consumption of high fructose corn syrup because of possible links to obesity and type-2 diabetes.
In India, there exists a major controversy concerning pesticides and other harmful chemicals in bottled
products including Coca-Cola. In 2003, the Centre for Science and Environment (CSE), a non-
governmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers in
India, including multinational giants PepsiCo and Coca-Cola, contained toxins including lindane, DDT,
malathion and chlorpyrifos pesticides that can contribute to cancer and a breakdown of the immune
system. Tested products included Coke, Pepsi, and several other soft drinks, many produced by The
Coca-Cola Company. CSE found that the Indian produced Pepsi's soft drink products had 36 times the
level of pesticide residues permitted under European Union regulations; Coca-Cola's soft drink was
found to have 30 times the permitted amount. CSE said it had tested the same products sold in the US
and found no such residues. After the pesticide allegations were made in 2003, Coca-Cola sales declined
by 15%. In 2004, an Indian parliamentary committee backed up CSE's findings, and a government-
appointed committee was tasked with developing the world's first pesticide standards for soft drinks.
The Coca-Cola Company has responded that its plants filter water to remove potential contaminants and
that its products are tested for pesticides and must meet minimum health standards before they are
distributed. In the Indian state of Kerala, sale and production of Coca-Cola, along with other soft drinks,
was initially banned, before the High Court in Kerala overturned the ban ruling that only the federal
government can ban food products. Coca-Cola has also been accused of excessive water usage in India.







44
FUTURE OF COCA COLA COMPANY

Coca Cola claims to have sold 60 million cases of its products between 1st January and 31st May,
which is a 30% jump in volumes over the same period last year. Individually also Coca Cola has grown
by 48%, Thums Up has gone up by 33%, Limca has risen by 23%, and Fanta volumes have swelled by
an unbelievable 70%. On the other hand the rival Cola giant Pepsi has grown by an impressive 42%. At
this pace Coca Cola hopes to close the year with around 128 million cases while Pepsi hopes to do 105
million cases. Also an ORG - MARG survey conducted for Coca Cola shows that the top - of - the -
mind awareness gap between Pepsi and Coke is narrowing down every month. In August, 2004, only
19.4% of a sample soft drinks consumer population recalled seeing a coke advertisement while 37%
remembered Pepsi instantly. By November, the same year the figures were - 21.6% were aware of Coke
and 33.7% knew about Pepsi, In March 1998, the gap had filled further with 32% aware of Pepsi and
30.4% appraised of Coke.
Between 1993, when Coca Cola acquired the Parle Soft Drinks Division, and 2004, its overall
market share had dropped from a comfortable 69% to 51% while Pepsi zoomed from a paltry 17% to
40% during the same period. Pepsis gains came from market growth and a large chunk of it was at the
expense of Coke.
In India Coca Cola has an established bottling infrastructure comprising of 52 bottling plants
and a portfolio of eight strong brands. Each of these brand has a character of its own. Thums Up has the
macho image targeted towards the 20-29 year olds; Fanta is the fun drink the first love of 13-19 year
olds and Limca has the take it easy image. The brands Coca Cola, Thums Up, Limca and Fanta have
been identified as national brands in India.
Coca Cola is now planning to set up four down stream bottling companies and the franchisee
bottler is being given two options to either join hands or sell out. Of the 52 bottlers in India only 12

45
have formed joint ventures so far and that two mainly in the south. Another ten bottlers are sitting on
the fence.
The backbone of success of Coca Cola has been the bottler, the franchisee in partnership and the
local operating unit of the Coca Cola system. The Coca Cola Company works with bottler partners all
around the world to create effective operating units at the local levels. The ties that bottlers have with
local customers, consumers, governments, banks, entrepreneurs, charities and sports organization are
critical to the success of the Coca Cola system.
The Coca Cola bottler system today consists of approximately 2,500 ownerships worldwide, which vary
greatly in size. On one end of the spectrum is Leticia, an independent bottler operating in the middle of
the Amazon jungle where Peru, Colombia and Brazil intersect - serving a population of 30,000 people.
At the other end of the spectrum are companies like Coca Cola Enterprises, the largest bottler in the
USA, and Coca Cola Amatil, an international bottler based in Sydney, Australia. Coca Cola Amatil
operates in over seven countries and serves a population of over 200 million people.


46






PART-2











47
OBJECTIVES OF THE PROJECT

The main objective of this project is to study the distribution network of Coca Cola in Bareilly
and find out the various drawbacks and shortcomings of it. This project also aims to provide
suggestions to remedify the flaws in the distribution system. Also this project tries to study the
behaviour of consumers towards their preferred brand of soft drink and what they desire from the
company.
The objective of my study are as follows:
To know the distribution system of coke & Pepsi in Bareilly region.
To know the share of coke & Pepsi in Bareilly region.
To know the retailer response towards the company.
To know retailer suggestion & recommendation about coke.
To find out the gap between demand & supply.










48
USE & IMPORTANCE OF THE PROJECT

Approximately 70% of Coca Cola beverage purchases are impulse purchases. This means that when the
consumer enters a retail outlet he did not have any intention in mind of purchasing, but on impulse he
made the purchase. To promote impulse purchasing two factors are very critical. They are:
Availability
Visibility
Availability means that the products should be available to the consumer wherever he is and whenever
he demands it. Visibility means that the products or its trademark should be very much prominent and
visible to the consumer so as to promote impulse purchase.
But the very first factor of availability is a major problem in the Delhi market. But this is not the case
in all parts of the city. During the peak summer season parts of the city simply go dry and remain so for
days together. At the same time other parts of the city has ample stock. This non-availability reflects
very poorly on the worlds most recognised brands image, not to say the effect it has on the sales of the
company.
Moreover, Coca Cola is not facing much of a competition from its traditional archrival Pepsi. This is
because the only bottling plant of Pepsi in the northeast of India is in Dimapur, Nagaland and its
capacity is very less to cater to the whole of this region. It caters to the population of Nagaland and
parts of upper Assam bordering Nagaland. this is the only reason why Pepsi has no visible presence in
Delhi and why it has not been able to penetrate into the strong Coca Cola market.




49
But now Pepsi is setting up a bottling plant in Rani, very close to Delhi that will have the same
capacity as the Coca Cola plant. This bottling plant, which is due to start operations in September 1998,
will then cater to the whole population of the northeast. Now, if the glaring deficiencies of Coca Cola in
its distribution network is not remedified than Pepsi will certainly succeed in eating into a sizable chunk
of the Coca Cola market.

For these above reasons this project is significant to Associated Beverages Private Limited so that they
do not lose out its strong hold on the Delhi market when their arch rival Pepsi enters the battle field. For
me also this project is of great significant, as after having chosen marketing as a career this project has
given me an opportunity to get an insiders view of operations of one of the worlds most recognized
brands.

50

RESEARCH METHODOLOGY

HEAD OFFICE (BBL)
INTERNET
PAPERS & RECORDS

The data collected from the above mentioned sources helped me in getting information about the brief
history of COKE Co.

METHODS OF DATA COLLECTIONS

The data collected for EDS project was primary data. The data was collected through personal
interviews, which was in the form of direct investigating. The interview was very structured because we
only ask the questions as per the EDS format.

The method for data collection has limitation, which are as follows.
The overlapping or routes created problem during the survey.
Many of the times especially in the afternoon the shops were closed, therefore we have to audit
the routes.
Since there was no such list available for the caterers, we have to move to every corner of the
city to identify the.

51
Data collection Sources
The data mostly collected, such as sales figures of previous years, number of distributors; retailers etc.
were obtained from the company office itself. Moreover, other secondary data such as National Market
share of Coca Cola brands etc. were obtained from magazines such as Business India and newspapers
like The Times of India. The primary data was obtained from the questionnaires administered on
consumers.


DATA COLLECTION METHODS AND INSTRUMENTS

The data collection method for this project begins with finding a sample of the population. The
population for this project was the entire Bareilly and finding a fairly representative sample of this
population can never be perfect.
At the very beginning the whole market was divided into twelve zones each having one distributor of
Coca Cola and samples proportionate to the number of retailers the distributor caters to are taken. Again
from each distributor zone the sample taken was at random. There was no set pattern to select a sample.
Moreover, there may be a bias in the findings, since a majority chunk of the sample were consumers at
the point-of-purchase in market places, parks, cinema halls etc. The distributor all over the Bareilly has
7920 retailers under them, which include pan-Wallas, school canteens, institutional or office canteens
etc. The distributors do not serve equal number of retailers individually. Keeping this in mind the
sample size taken from each distributor zone is proportionate to the number of retailers in each zone.
The instrument for data collection was a structured questionnaire targeted towards soft drinks
consumers. This questionnaire was to know the tastes and preferences of consumers of soft drinks. As
far as interacting with distributors and retailers of Coca Cola products there was no fixed structure. The

52
mode of communication was informal and friendly conversation, which does not limit discussion within
a well-defined boundary. This helps in listening to the distributor and retailers what they have to say,
because prime importance needs to be given to this, as they are the people who stay in the market the
whole day. Informal and friendly conversation also allows the mask, that one wears when doing
business, to be dropped to accommodate free flow of thoughts and ideas. By going to the market and
just watching how a consumer buys a Coca Cola and how a retailer sells it, one can get a good idea of
the operations of the market also.

EXECUTION OF THE PROJECT

There were several routes directs and indirect. One route was covered in three days (2 days with the
companys vehicle and 1 day independently)

FIELD WORK PLAN
My project duration was of 1 and a half month a field work plan was drawn up to manage time
effectively. The fieldwork was planned for completion within 30 days.
The number of days allotted for the fieldwork was based on the number of respondents to be
administered as per the sampling plan.
For the first week while visiting the area covered by the distributor M/s Kamrup Enterprises. I went in
the Coca Cola distribution van. In the morning, I was picked up on the way to the market. This enabled
me to observe from close quarters how salespersons of the company go about in their business how the
retailer, distributor and the company sales person interact amongst themselves. After the first week I
decided to go on my own as my schedule did not match with the schedule of the sales persons and the
distribution vans.

53
Besides administering the structured questionnaires on consumers most of the time was devoted to
interacting with the retailers talking about their problems, how they can be solved and how can Coca
Cola capture more of the Bareilly market.

RESEARCH DESIGN

A research design is an arrangement of condition for collection and an analysis of data in a manner that
aims to combine relevance to the research purpose which economy in procedure. In fact research design
is conceptual structural within which research is conducted. It constitutes the blueprint for the
collection, measurement an analysis of data. The data required in this endeavor includes both primary
and secondary data.

EXPLORATORY RESEARCH

Exploratory research are also termed as formulate research studies. The main purpose of research study
is that of formulating a pigation or a developing working hypothesis. The investigation thus carried out
by researcher in Bareilly region is discovering of ideas and insights.





54
SAMPLING DESIGN
UNIVERSE
All the items comprising field of the inquiry constitute a universe. The universe in our research study
was no. of retails shop available in Bareilly region.
SAMPLING UNIT
Sampling unit means individual entity or individual retail shop.
SAMPLING SIZE
It means size of the selected sample .In my research project, the size of sample was such that it
represent the universe. Thus the optimal size of the sample is one that fulfills the requirement of
efficiency, representatives, reliability and flexibility.
Predefine Performa for obtaining information. The sales sheet is having the subject such as..
SAMPLING PLAN
Target population of the universe Retailers of Bhojipura, Dohna,
Abhaypur, Bhawanpurwa, C.B. Ganj

Sampling size 100
Sampling Method Simple Random Sampling
Area of Survey BAREILLY Region


55

SWOT ANALYSIS

STRENGTH

1. Coca-cola potential brands position in the market.
2. Good quality and innovation of product for long term customer relationship.
3. Good advertising campaign, and brand ambassador.
4. Advertisement campaign more effective and change punch line make. Emotional touch with
customer and retail.
5. High investment in research and development.
6. Coca-cola has a good market share.
7. Segment of coke product to every age group.
8. To satisfy of retail or through schemes SGA, display.

WEAKNESS
1. Lack of proper distribution in many areas.
2. Lack availability 1 it & 1.5 it product pack.
3. Lack supply of Kinley water in the market.
4. Rising No. of date dealers that will wrong effect in market condition.
5. Retailers are not getting schemes at any time.
6. No distribution enough to retailers.


56
OPPORTUNITY

1. Coke is able to large market share.
2. More monopoly counters of coke brand.
3. To improve market mix (product, price, promotion, place)
4. To increase the sale on kinley water.
THREATS

1. Pepsi is the major competitors, that means watch myopia in the market every time.
2. Pepsi has captured major market of 500ml, 1.5 & 2 it.
Retailers divert to Pepsi because they are getting good schemes and SGA signage. Increase local brand
in the Cokes




57
DATA ANALYSIS & FINDINGS
Table- I
Prefer to have cold drinks


RESPONSE


No of Respondent

Percentage ( %)

Yes 100 100%

No 00 00%

Total 100 100%


Analytical Interpretation:

The given Chart & Table show that the most no. of respondent like to take cold drink because it
gives the full satisfaction in the hot and humid day. It was found that 100% of respondent likes to take
the soft drinks and 00% respondent dont want to take cold drinks. The people who donts prefer are
because of their taste and preference. They are of the perception that Lassie and Nimbu pani are
beneficial than the carbonated soft drinks.


58

The population of Bareilly as of now is approximately 8,50,000 and if we relate this to the sales
figure of 2004 we will get a rough estimate of the per capita consumption of soft drinks in the
city. The sales figure for 2004 was 1,10,000. Every individual consumer consumes
approximately 4 bottles of soft drinks annually.
Data collected from the questionnaire ranks Thums Up as the most preferred soft drink followed
by Coca Cola, Pepsi, Fanta, Mirinda, Limca and others respectively in that order. The other
soft drinks mainly include tetrapack fruit juice beverages such as Frooti, Onjus etc.


Thums Up 26.8%

Coca Cola 24.4%

Pepsi

13.1%

Fanta 12%

Mirinda 11.5%

Limca 9.3%

Others 2.6%




59
The popularity of Thumbs Up can be attributed to the fact that it already had a strong market
presence even during the times it was with the Parle soft drinks division before Coca Cola made its
entry into India. But even after five years of its existence in India, Coca Cola has not been able to
overtake its sister brand in terms of market share in bareilly city.
Taste/flavour and brand image are the two most important factors why Coca Cola products are
purchased with 45.3% and 30.2% respondents voting for it.
Coca Colas multi local approach to marketing is designed to meet the needs of the local
consumers. It approaches marketing in a global sense, but works with each area on a local
basis, through a joint partnership between the Coca Cola Company and the bottlers, which in
bareilly is Associated Beverages Private Limited.
The distribution of Coca Cola products includes the activities of sales, delivery, and
merchandising and local account management. In the conventional sales system the demand of
all retail outlets on a particular route are estimated and a truck is loaded accordingly. The route
sales person discusses with the customers his actual needs at the business location and unloads
the product, stocks the shelves and merchandises accordingly. The sales person is also
responsible for local account management, which involves managing the financial part of the
transaction, developing and maintaining rapport with the retailer and looking for additional sales
opportunities.
By looking for new sales opportunities, the sales person can help the retailer improve his business.
For example, the salesperson might identify opportunities for the retailer to sell more product or
consider what additional products consumers may want. Another type of sales technique is called
the Advance sell or Pre-sell system. In this system, a sales person calls on each retailer with the
specific purpose of making a sales call, but does not actually deliver the products. The sales person

60
establishes rapport with the retailer, discusses new sales opportunities and merchandises the
products ordered, usually the following day and does additional merchandising.
The above two systems were direct distribution system. The other form of distribution system
wherein an organization which is not part of Coca Cola system i.e. the distributor, has control over
the elements of distribution viz. delivery, merchandising and local account management
In Bareilly there are twelve authorized distributors who control the four vital
elements of distribution. Each of these distributor is allotted a fixed number of empties (i.e. cases with
empty bottles). Suppose a distributor is allotted 1000 empties. The distributor may return say 500
empties and get them filled up. These filled cases are then sent to the retail outlets within the
distributors zone of operations. Till the time these cases come back as empties the other 500 empties
are filled up by the bottler and in this way the cycle goes on.












61
GRAPHICAL ANALYSIS

Data collected from the questionnaire ranks Thums Up as the most preferred soft drink followed
by Coca Cola, Pepsi, Fanta, Mirinda, Limca and others respectively in that order. The other
soft drinks mainly include tetrapack fruit juice beverages such as Frooti, Onjus etc.
Thums Up 26.8%

Coca Cola 24.4%

Pepsi

13.1%

Fanta 12%

Mirinda 11.5%

Limca 9.4%
Others 2.6%


62


The popularity of Thumbs Up can be attributed to the fact that it already had a strong market
presence even during the times it was with the PARLE SOFT drinks division before Coca Cola
made its entry into India. But even after five years of its existence in India, Coca Cola has not
been able to overtake its sister brand in terms of market share in Bareilly city.
Taste/flavour and brand image are the two most important factors why Coca Cola products are
purchased with 55.4 % and 44.6 % respondents voting for it.



0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
Thums Up Coca Cola Pepsi Fanta Mirinda Limca Others

63
Market share of Coca-Cola & Pepsi in Bareilly reagion.



Coca Colas multi local approach to marketing is designed to meet the needs of the local
consumers. It approaches marketing in a global sense, but works with each area on a local
basis, through a joint partnership between the Coca Cola Company and the bottlers, which in
Bareilly is Associated Beverages Private Limited.
The distribution of Coca Cola products includes the activities of sales, delivery, and
merchandising and local account management. In the conventional sales system the demand of
all retail outlets on a particular route are estimated and a truck is loaded accordingly. The route
sales person discusses with the customers his actual needs at the business location and unloads
the product, stocks the shelves and merchandises accordingly. The sales person is also
responsible for local account management, which involves managing the financial part of the
MARKET SHARE
COKE
PEPSI

64
transaction, developing and maintaining rapport with the retailer and looking for additional
sales opportunities.
By looking for new sales opportunities, the sales person can help the retailer improve his
business. For example, the salesperson might identify opportunities for the retailer to sell more
product or consider what additional products consumers may want.
Another type of sales technique is called the Advance sell or Pre-sell system. In this system, a
sales person calls on each retailer with the specific purpose of making a sales call, but does not
actually deliver the products. The sales person establishes rapport with the retailer discusses
new sales opportunities and merchandises the products ordered, usually the following day and
does additional merchandising. The above two systems were direct distribution system. The
other form of distribution system wherein an organization which is not part of Coca Cola
system i.e. the distributor, has control over the elements of distribution viz. delivery,
merchandising and local account management
In Bareilly there are twelve authorized distributors who control the four vital
elements of distribution. Each of these distributors is allotted a fixed number of empties (i.e.
cases with empty bottles).
Suppose a distributor is allotted 1000 empties. The distributor may return say 500 empties and
get them filled up. These filled cases are then sent to the retail outlets within the distributors
zone of operations. Till the time these cases come back as empties the other 500 empties are
filled up by the bottler and in this way the cycle goes on.





65

CONCLUSION


From the analysis of the data, it can be concluded that the market share of Coca-Cola is more
due to its brand name and awareness and its availability in Bareily region. The demand of Coca-
Colas product is more with the comparison of its competitors product.
Supply of various flavours is not adequate. Flavour likes Limca and Maaza have a high
customer demand, but their supply is irregular. Competitors are taking advantage of this
Replacement procedure of faulty bottles is very low. It promotes retairs dissatisfaction.












66
RECOMMENDATIONS


To rectify the above deficiencies the following suggestions may be helpful to the company.
The capacity of the bottling plant needs to be increased. But this may not be feasible keeping in
mind the constraints of the companys financial strength. In that case, the company should go in
for a joint venture with Coca Cola India which will go a long way in facilitating an increase in
the plant capacity or setting up another plant.
The operations of the distributors should be more closely scrutinized so that they cannot
encroach on others territory. For this a watertight map of the distributor zones should be made.
The distributors should be made accountable for any deficiency in their respective areas of
operation. This will go a longway in ensuring that no area goes dry for days together and will
also promote more product visibility.
Suppliers of carbon dioxide and sugar can be appointed within the state after strict quality
control tests and constant monitoring thereafter. This will go a long way in cutting down
transportation costs and the hassles involved will be eliminated. Also, this will generate
employment for the local masses and the company can earn goodwill of the public which in turn
will inevitably promote salesLapses in communication can be very crucial as in this industry the
average time period from production to consumption can be just a few hours. When a
concentrate of Coca Cola is needed and concentrate for Thums Up comes in, it may result in
Coca Cola vanishing from the market for one day or two. As such this type of communication
lapses has to be avoided at any cost.


67
LIMITATIONS

Time was major constraint in the study process
Dull process and unwilling respondent also affect the result of the study
The result of the study is applicable to the survey area only.
Some of the retailer could have been raised and could not been achieved the actual information.
It is assumed that the information given by the respondents is authentic and best of their
knowledge.
















68



ANNEXURE
QUESTIONARE FOR RETAILER.

Retailers Name :
Sex : Age :

Q-1 Do you get delivery in time?
Yes ( ) No ( )

Q-2 Are you happy with the company service?
Yes ( ) No ( )

Q-3 Which of the company you feel have better service?
Coke ( ) Pepsi ( )

Q-4 How many days a takes to delivered the goods?
One to two ( ) More than two days ( )

Q-5 Do you get benefits of daily schemes launched by company?
Yes ( ) No ( )

Q-6 Do you received the ordered quantity?
Yes ( ) No ( )



69
Q-7 Do you want salesman to be changed at regular interval?
Yes ( ) No ( )




Q-8 Which flavor is more demanded?
Pepsi ( )
Mirinda orange/Lemon ( )
Mountain Due ( )
Slice ( )
7up ( )

Q-9 Are the Companys officers visit time to time?
Yes ( ) No ( )

















70

QUESTIONNAIRE FOR CONSUMERS OF SOFT DRINKS


Respondents Name
Sex : Age : Occupation :

Please tick your choice or answer wherever necessary:

1. Which is your favourite soft drink ?
(a) Coca-Cola (e) Mirinda
(b) Pepsi (f) Limca
(c) Thums Up (g) Others(please specify)
(d) Fanta


2. What makes this soft drink your favourite ?
(a) Taste/Flavour (d) Easy Availability
(b) Price (e) Advertisement/promotions
(c) Brand image (f) Others(please specify)

3. What form of packaging do your buy most ?
(a) 1 1/2 Litres carry away perbottle
(b) 300 ml bottle
(c) 330 ml Can


4. Do you buy your soft drinks daily?
Yes/No




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5. How much do you consume daily (330 ml bottles) ?
(a) 1 bottle (c) 4/5 bottles
(b) 2/3 bottles (d) more than 5 bottles

6. In case you do not find your favourite soft drink with your retailer do you buy any other
alternative ?

7. How does your retailer explain the non-availability of your favourite soft drink ?

8. Which is your favourite soft drink advertisement?
Please specify where you saw it ?

9. Television advertisements play a major role in the buying process of soft drinks?
(a) Strongly agree (b) Agree (c) Neutral (d) Disagree
(e) Strongly disagree

10. Can you suggest improvements to make your favourite soft drinks even better?












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SLOGANS USED TO ADVERTISE COCA-COLA OVER THE YEARS

1904

1922

1927

1929

1932

1938

1939

1948

1956

1959

1963

1970

1971

1976

1979

-

-

-

-

-

-

-

-

-

-

-

-

-

-

-

Delicious and Refreshing

Thirst knows No season

Around the corner from everywhere

The Pause that Refreshes

Ice-cold sunshine

The best friend thirst ever Had

Coca-cola Goes Along

Where theres coke theres
Hospitality
Coca-cola.makes good things
Taste better
Be Really Refreshed

Things go better with coke

Its the Real thing

Id like to buy the world a coke

Coke adds life

Have a coke and a smile


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1982

1989

1989

1993

1998

1998

1998

-

-

-

-

-

-

-




When coca-cola is part of your
life,you cant beat the feeling
Cant beat the feeling

Cant beat real things

Always Coca-cola

Eat cricket, Sleep cricket, Drink only
Coca-cola
Eat football, Sleep football, Drink

only Coca-cola

74

BIBLIOGRAPHY



Sites
www.cocacola.com
www.pepsico.com
The Times of India
The Telegraph
The Economic Times
Advertisement on coke products.
Advertisement on Pepsi product.
Consulted Libraries
American Library
British Library
Consulted Books
Research for marketing Decision by P. Green, D.S. Tull, G. Albaum
Marketing Management -Phillip Kotler.



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