Coca Cola Final Dissertation

“IMPACT OF RED ON THE SALE OF COCA COLA
PRODUCT: A STUDY IN LUCKNOW MARKET”

2008 - 09
CHAPTER 1
Introduction:
The introduction of soft drink was due to necessity of traveling

particular in the absence of availability of reliable water. But
meaning quietly changed with changing in time. It has become so,
popular commodity fashion & habit instead of requirement of
quenching thirst.
The Coca Cola Company is the largest manufacture, distributor and

marketer of non alcoholic beverages concentrates and syrups in
the world. Finished beverages products bearing company
trademarks, sold in the United States since 1886 are now sold in
more than 200 countries. Along with Coca Cola, this is recognized
as the world’s most valuable brand. Coca Cola market four of the
world’s top five nonalcoholic sparkling brands, including Diet Coke,
Fanta and Sprite. Coca Cola Company has emerged as a global
leader in the beverages sector. It has a variety of products in the
market which provides benefits to the customer as well as to the
government. The customer uses Coca Cola product for their
refreshment as per the requirement of their willingness. The
Company provides large number of employment in the form of jobs
to the people working in our country. The Government in return
generates profits from the company as it is a multinational
company due to the induction of foreign investment policy adopted
by the government of India. Coca Cola also continues to broaden
I.I.P.S, DAVV, INDORE -1-
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the range of low and no colour alternatives that they provide to

help people manage their colour intake. They are offering an
increasing variety of package sizes to allow customers to manage
their consumption. They continue to expand its beverages with
added health and nutrition benefits such as vitamins and nutrients.
Intense competition between other companies and Pepsi in
particular has characterized the soft drink industry for decades. In
this game of giant firm, Coca Cola dominated the soft drink market
throughout the 1950’s, 1960’s and the early 1970’s. It outsold
Pepsi two to one. Then this chess game switched to the
international arena.
The Company business is in nonalcoholic beverages-principally

sparkling beverages, but also a variety of still beverages. Company
manufacture beverages concentrates and syrups, which company
sell to bottling and canning operations, fountain wholesalers and
some fountain retailers as well as finished beverages, which
company sell primarily to distributors. Company owns or licenses
more than 450 brands, including diet and light beverages, water,
enhanced waters, juices and juices drinks, teas, coffees, and
energy & sports drinks. in addition, company has ownership
interests in numerous beverages joint venture, bottling and
canning operations, although most of these operations are
independently owned and managed. Ever Since, Coca-Cola India
has made significant investments to build and continually
consolidate its business in the country, including new production
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facilities, waste water treatment plants, distribution systems and

marketing channels. Coca-Cola India is among the country’s top
international investors, having invested more than US$ 1 billion in
India within a decade of its presence and further pledged another
US$100 million in 2003 for its operations. Hindustan Coca Cola
Beverages Pvt Ltd., India division under Eurasia Operating Group
has been working on RED i.e. Right Execution Daily since FEB 2006.
Coca Cola Company believes that its success depends on their

ability to connect with consumers by providing them with a wide
variety of choices to meet their desires, needs and lifestyles
choices. Company success further depends on the ability of their
people to execute effectively, every day. Coca Cola product helps
the customer in an instant digestion process. However the
customers are using their product in order to feel energetic and
refreshing. Whenever the customer feels thirsty then they use the
soft drink to quench their thirst instead of water. Therefore the
Company enables the employees to join hands to make the
company profit.
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CHAPTER 2
RESEARCH METHODOLOGY
2.1 INTRODUCTION
The management decision process has become complex and
requires an effective and full proof management information
system. During the year of growing complexities, the management
needs more and more rigorous information to reduce uncertainties
involved in introducing new products and penetrating a new
market. Market research has today becomes an important
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component of the marketing information system, to manage all

areas of management in general amount to marketing
management in particular.
Marketing research is the collection, analysis and interpretation of
facts and figures pertaining to marketing management.
Marketing management needs essential information regarding

products, prices, market condition of demand and supply,
customer’s need and desires, selling methods, physical flow of
goods, competitive decision, external marketing environment and
other factors of marketing thus a systematic approach is applied
termed as research methodology. Glasser has defined “Market
research is the application of scientific method of the study of the
factors that affects the buying decision in a given market and the
profitability of the business concerned”
2.2 RESEARCH METHODOLOGY:
Research methodology has many dimensions and research

methods are integral part of it. Research methodology has a wider
scope than that of research methods. Research methodology is
systematic way for solving research problem. It is a science of
studying 'how Research is done scientifically.
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It is essential for any researcher to know not only research

techniques but also research methodology. In research
methodology we study the various steps that are generally adopted
by researcher in studying his research problem along with logic
behind them so that research results are capable of being
evaluated either by the researcher himself or by any other person.
2.3 TYPES OF RESEARCH:
There are different types of research viz., analytical research,

fundamental research, quantitative research, qualitative research,
conceptual research, empirical research. Present study is a
Exploratory study.
Exploratory Research: The researcher has to use facts or

information already available and analyze these to make a critical
evaluation of the material.
2.4 SELECTION OF SUBJECT:
Selecting the subject of research is a crucial decision for the
researcher. The idea of the subject should be very clear in his
mind. The selected subject should be clear and precise and
ambiguity should be avoided. In the present instance the subject
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related for study consists of analyzing the impact of RED on the
sale of coca-cola product in patna market.
2.5 SELECTION OF TITLE:
The title given to the subject matter to research work should not be
ambiguous; the reader should be able to form an idea about the
contents of the research work after going' through its title. The title
of this research work is Impact of “RED”-Right Execution Daily on
the sale of coca-cola product in patna market.
2.6 RESEARCH OBJECTIVES:

Following are the various objectives of study
• To study marketing strategies adopted by coca-cola.
• To study customer satisfaction about coca-cola products.
• To study the effect of RED on boosting sales of coca-cola products.
2.7 SCOPE OF THE STUDY:
Study of Management of RED helps the management in the

following ways:-
1. It improves management’s ability to plan and control the

sales of Coca Cola.
2. It will certainly help the strategies for survival and growth of
the Company.
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3. It avoids wastage and underutilization of resources which can

be employed profitably.
4. It is relevant to inflows and outflows conditions of the
Company.
2.9 DATA COLLECTION AND RELIABILITY OF

DATA:
For this research work there is need of both Primary &

Secondary data. Here I have taken the Primary data which was
collected from the Customers.
The secondary data are those, which have already been collected
by someone else for other purpose. The data, which are secondary
in the hands of one, may be primary for others. Here the Secondary
data is collected from the company’s R&D department.
2.10 LIMITATION OF THE REPORT
I found the following limitations during my actual project

execution:-
o More stress was given on the primary data.

o The finding of the survey will be strictly based on the response of the
consumers, since it is difficult to ascertain the authenticity of the statements.
o All the observation and recommendation will be made on the feedback
obtained from the survey.
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2.11 HYPOTHESIS:
After the researcher has collected the data and before

starting work on it, he forms a hypothesis. Hypothesis is the
assumption made by the researcher about the outcome of the
study. Based on objectives following hypothesis was made. Here
the hypothesis formed is:
 Marketing strategy of Coca Cola beverages Pvt. Ltd is

strong enough to increase the profit and sales volume of the
Company.
 Retailers and distributors are satisfied with the RED.
2.12 ANALYZING THE DATA:
The next step in the research process is to extract pertinent

findings from the data. The researcher tabulates the data and uses
various financial tools to assess the financial soundness of the
company.
2.13 FINDINGS
After analyzing the data and conducting various tests upon it

the researcher comes to know of certain facts. These facts are the
findings of the study.
2.14 REPORTING
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When the researcher finishes analyzing the data and various

facts are found out the research work is almost over. These
findings are then summarized and conclusions are drawn from it.
CHAPTER 3
COMPANY PROFILE
3.1 EXECUTIVE SUMMARY
The Coca Cola Company was incorporated in September 1919

under the laws of the State of Delaware and succeeded to the
business of a Georgia Corporation with the same name that had
been organized in 1892. Coca Cola Company is one of numerous
competitors in the commercial beverages market. Of the
approximately 53 billion beverage servings of all type of consumed
I.I.P.S, DAVV, INDORE - 10 -
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worldwide every day. Beverages bearing trademarks owned by or

licensed to company account for approximately 1.5 billion. Coca-
Cola, the corporate nourishing the global community with the
worlds largest selling soft drink concentrates since 1886. Coca Cola
Company put his first step in India in 1952 but withdrew completely
in 1977 due to change in Indian Government polices. Again
returned to India in 1993 after a gap of 16 years giving a new
thumb up to the Indian Soft Drink Market. In the same year, the
Company took over ownership of the nation's top soft-drink brands
and bottling network. No wonder, their brands have assumed an
iconic status in the minds of the consumers.
Coca-Cola serves in India some of the most recalled brands across

the world, which include names such as Coca-Cola, Diet Coke,
Sprite, Fanta, along with the Schweppes product range. The
acquisition of Thums Up brought some of the leading national soft
drinks like Thums Up, Limca, Maaza, Citra and Gold Spot under its
umbrella. To add to this, Kinley mineral water was launched in the
year 2000.
The Company ranking up "firsts" in the introduction of Canned and

PET soft drinks, vending machines and backpack dispensers for
crowds of cricket supporters.
Ever Since, Coca-Cola India has made significant investments to

build and continually consolidate its business in the country,
including new production facilities, waste water treatment plants,
distribution systems and marketing channels.
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Coca-Cola India is among the country’s top international investors,

having invested more than US$ 1 billion in India within a decade of
its presence and further pledged another US$ 100 million in 2003
for its operations.
RED, IN INDIA
Hindustan Coca Cola Beverages Pvt.Ltd., India division under
Eurasia Operating Group has been working on RED i.e. Right
Execution Daily since FEB 2006. Coca Cola Company believes that
its success depends on their ability to connect with consumers by
providing them with a wide variety of choices to meet their desires,
needs and lifestyles choices. Company success further depends on
the ability of their people to execute effectively, every day.
COMPANY GOAL
Company goal is to use the Company’s asset –company brands,
financial strength, unrivaled distribution system, global reach and
talent and strong commitment of our management and associates-
to become more competitive and to accelerate growth in manner
that creates value for our shareowners.
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3.2 COCA-COLA PORTFOLIO
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Glass PET Can Fountain
200 ml 500 ml 330 ml Various Sizes
500 ml + 100 ml
300 ml
free
500 ml 1L+ 200 ml free
1000 ml 1.5 L
2L
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3.3 CHRONOLOGICAL INCIDENT IN THE

DEVELOPMENT OF
SOFT DRINKS:-
1798 The term "soda water" first coined.

1810 First U.S. patent issued for the manufacture of imitation
mineral waters.
1819 The "soda fountain" patented by Samuel Fahnestock.
1835 The first bottled soda water in the U.S.
1850 A manual hand & foot operated filling & corking device,
first used for bottling soda water.
1851 Ginger ale created in Ireland.
1861 The term "pop" first coined.
1874 The first ice-cream soda sold
1876 Root beer mass produced for public sale.
1881 The first cola-flavored beverage introduced.
1885 Charles Aderton invented "Dr Pepper" in Waco, Texas.
1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta,
Georgia.
1892 William Painter invented the crown bottle cap.
1898 "Pepsi-Cola" is invented by Caleb Bradham.
1899 The first patent issued for a glass blowing machine, used
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to produce glass bottles.

1913 Gas motored trucks replaced horse drawn carriages as
delivery vehicles.
1919 The American Bottlers of Carbonated Beverages formed.
1920 The U.S. Census reported that more than 5,000 bottlers
now exist.
Early 1920's The first automatic vending machines dispensed
sodas into cups.
1923 Six-pack soft drink cartons called "Hom-Paks" created.
1929 The Howdy Company debuted its new drink "Bib-Label
Lithiated Lemon-Lime Sodas" later called "7 Up".
1934 Applied color lab

els first used on soft drink bottles, the coloring was baked on
the face of the bottle.
1952 The first diet soft drink sold called the "No-Cal Beverage"
a ginger ale sold by Kirsch.
1957 The first aluminum cans used.
1959 The first diet cola sold.
1962 The pull-ring tab first marketed by the Pittsburgh Brewing
Company of Pittsburgh, PA. The pull-ring tab was invented by
Alcoa.
1963 The Schlitz Brewing company introduced the "Pop Top"
beer can to the nation in March, invented by Ermal Fraze of
Kettering, Ohio.
1965 Soft drinks in cans dispensed from vending machines.
1965 The resaleable top invented.
1966 The American Bottlers of Carbonated Beverages renamed
The National Soft Drink Association.
1970 Plastic bottles are used for soft drinks.
1973 The PET (Polyethylene Terephthalate) bottle created.
1974 The stay-on tab invented. Introduced by the Falls City
Brewing Company of Louisville, KY.
1979 Mello Yello soft drink is introduced by the Coca Cola
Company as competition against Mountain Dew.
1981 The "talking" vending machine invented.
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3.4 THE VALUE CHAIN
3.5 BUSINESS MODEL OF COCA-COLA
The Coca-Cola
Company
Manufactures Concentrate
Beverage Base & Syrup

Bottler
Manufactures Finished
Bottle/Can Fountain syrup
Customer
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3.6 INTRODUCTION TO SOFT DRINKS IN INDIA

Gold Spot considered as the first soft drink, established 50 years
ago before all empowering Coca-Cola entered the company to
dominate the scene. It faced no competition and its euphoric image
built up in western countries helped it get ready clientele &
glamour. Parle export private ltd. should be regarded as the first
Indian company introducing limca a lemon drink complimentary to
their well entiemched Gold Spot in 1970 which got moderate
success. However, before this, it had also introduced Cola-Pepino
which was withdrawn in face tough competition from Coca-cola.
When Coca-cola bid farewell in 1977, Indian market was open for
various cold drinks and several companies came forward pushing
the different in the market. Parle people introduced their Cola-
Thumps Up with a mightily bang saying “Happy days are here
again” as if happy days went away with Coca-cola pure drinks of
Delhi, also without loosing much time introduced pure drinks with
Campa Orange and Campa Lemon. Modern bakeries interested the
market Double Seven, Mohan Meakings with Marry and Pick Up &
McDowell with Thrill, Rush and Sprint and Indian Market where
there was competition previously a cut throat competition and
heavy advertising was on. Each one was trying their best to be
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come under one company with “A Class” products in the field of

soft drink business, now after a long gap; Govt. of India had given
permission to the Coca-Cola to start their business in India. Coca-
Cola came with Parle to do business on the Indian soil. They are
trying best regaining its prestige which it had before.
3.7 GROWTH PROMOTIONAL ACTIVITIES
The government has adopted liberalized policies for the soft drink
trade to give the industry a boast and promote the Indian brands
internationally. Although the import and manufacture of
international brands like Pepsi and Coke is enhanced in India the
local brands are being stabilized by advertisements, good quality
and low cost. The soft drinks market till early 1990s was in hands
of domestic players like Campa, Thumps up, Limca etc but with
opening up of economy and coming of MNC players Pepsi and Coke
the market has come totally under their control.
The distribution network of Coca Cola had6.5 lakhs outlets across

the country in FY00, which the company is planning to increase to
8 lakhs by FY01. On the other hand Pepsi Co's distribution network
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had 6 lakhs outlets across the country during FY00 which it is

planning to increase to 7.5 lakhs by FY01.
3.8 MARKET BIFURCATION OF SOFT DRINKS
Soft drinks are available in glass bottles, aluminum cans and PET
bottles for home consumption. Fountains also dispense them in
disposable containers Non-alcoholic soft drink beverage market can
be divided into fruit drinks and soft drinks. Soft drinks can be
further divided into carbonated and non-carbonated drinks. Cola,
lemon and oranges are carbonated drinks while mango drinks
come under non carbonated category.
The market can also be segmented on the basis of types of

products into cola products and non-cola products. Cola products
account for nearly 61-62% of the total soft drinks market. The
brands that fall in this category are Pepsi, Coca- Cola, Thumps Up,
Diet Coke, Diet Pepsi etc. Non-cola segment which constitutes 38%
can be divided into 4 categories based on the types of flavors
available, namely: Orange, Cloudy Lime, Clear Lime and Mango.
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non cola
product, 38
non cola product
cola product
cola
product, 62
3.9 PRODUCTS & DISTRIBUTION
Coca Cola Company manufactures and sells beverage concerates,

sometimes referred to as “beverages bases” and syrups, including
fountain syrups, and finished beverages.
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As used in this report:
 “Concentrates” means flavoring ingredients and depending

on the products, sweetners used to prepare syrups or
finished beverages;
 “syrups” means the beverages ingredients produced by
combining concentrates and, depending on the product,
 sweetners and added water;
 “Fountain syrups” means syrups that are sold to fountain
retailers, such as restaurants, that use dispensing
equipment to mix the syrups with sparkling or still water at
the time of purchase to produce finished beverages that are
served in cups or glasses for immediate consumption;
 “Sparkling beverages” means nonalcoholic ready to drink
beverages with carbonation, including energy drinks and
carbonated waters and flavored waters;
 “Still beverages” means nonalcoholic beverages without
carbonation, including non-carbonated waters, flavored
waters& enhanced waters, juices & juices drinks, teas,
coffees, and sports drinks.
3.10 MISSION, VISION & VALUES
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Coca Cola mission, vision and values outline who they are, what
they seek to achieve, and how they want to achieve it. These
provide a clear direction for the Company and help ensure that
they are all working toward the same goals.
MISSION
 Everything Coca Cola do is inspired by their enduring Mission:

 To Refresh the World...in body, mind, and spirit.
 To Inspire Moments of Optimism...through their brands and their actions.
 To Create Value and Make a Difference...everywhere they engage.
VISION
To achieve sustainable growth, Coca Cola has established a
Vision with clear goals:
 Planet : Being a responsible global citizen that makes a

difference.
 Portfolio: Bringing to the world a portfolio of beverage
brands that anticipate and satisfy Peoples' desires
and needs.
 Partners: Nurturing a winning network of partners and building
mutual loyalty. Profit: Maximizing return to shareowners while
being mindful of our
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VALUES
Coca Cola is guided by shared Values that they will live by as a company
and as individuals:
 Leadership : “The courage to shape a better future”
 Passion : “Committed in heart and mind”
 Integrity : “Be real”
 Accountability : “If it is to be, it's up to me”
 Collaboration : “Leverage collective genius”
 Innovation : “Seek, imagine, create, delight”
 Quality : “What we do, we do well”
3.11 GET TO KNOW OUR LEADERS
Leading the Industry & Refreshing the World

Responsibly
Since Coca Cola first soda fountain sales
in 1897, they have been a driver of
marketplace innovation and an investor in
local economies. Today they lead the
beverage industry with over 450 brands --
including four of the world's top-five
sparkling brands. But while their business
opportunities are enormous, their
commitment to their consumers and the
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communities in which they operate is

even greater.
E. Neville Isdell, named chairman and

chief executive officer in June 2004, leads
them into the new century with a firm
commitment to the values and spirit of
the world's greatest brand. With his
proven leadership and the talent and
experience of their management team,
they will continue our mission to provide
quality beverages while helping to
improve lives around the world.
Board Of Directors:
E. Neville Isdell : - 12th Chairman of the Board of Directors &
CEO.
Muhtar Kent : - President & Operating Officer.
Herbert A. Allen : - President & CEO Allen & Company Inc.
Ronald W. Allen : - Advisory Director, Former Chairman of the
Board Allen & Co.
Cathleen P. Black : - President, Hearst Magazines
Barry Diller : - Chair of the Board & CEO Inter Active Corp.
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Alexis M. Herman : - Chair & CEO New Ventures,LLC.
Donald R. Keough : - Non Executive Chair of the Board Allen & Co.
Inc.
Donald F. McHenry : - Distinguished Proff. In the Practice of
Diplomacy &Internal
Sam Nunn : - Co-Chair & CEO Nuclear Threat Initiative.
James D. Robinson III : - General Partner, RRE Ventures, President, J. D.
Robinson, INC.
Peter V. Ueberroth :- Investor & Chairman, Contrarian Group Inc.
Jacob Wallenberg : - Chair of the Board, Investor AD.
James B. Williams :- Former Chairman of the Board & CEO Sun
Trust Bank Inc.
3.12 BEVERAGE PRODUCTS
Coca Cola Company continues to expand Its beverage portfolio, as

well as packaging options and sizes, in order to meet consumers'
evolving needs and preferences. Coca Cola currently offer more
than 2,800 beverage products around the world.
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In addition to sparkling drinks, Coca Cola increasingly offer juice

and juice drinks, waters, sports and energy drinks, teas and
coffees, soy-based drinks and beverages with added nutritional
benefits. They market four of the world's top five nonalcoholic
sparkling brands: Coca-Cola®, Diet Coke®, Sprite® and Fanta®. In
2006, Coca Cola globally ranked:
• No. 1 in Sales of Juice and Juice Drinks

• No. 1 in Sales of Ready-to-Drink Coffees and Teas
• No. 2 in Sales of Sports Drinks
• No. 3 in Sales of Water
Coca cola also continue to broaden the range of low- and no-calorie
alternatives that they provide to help people manage their caloric
intake. And they offer an increasing variety of package sizes to
allow consumers to manage their consumption. they continue to
expand into beverages with added health and nutrition benefits
such as vitamins and nutrients. Some examples around the world
include the following:
• Health Works in Hong Kong

• Ipsei in Germany
• Minute Maid with added Vitamin D in the U.S.
• Odwalla in the U.S.
• Minute Maid ready-to-drink milk beverages in Mexico
• Aquarius Active Diet functional water supplement in Japan
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They are also conducting exploratory programs to help address

malnutrition with fortified products. Scientists working with their
Beverage Institute For Health and Wellness developed Nurisha, a
water-soluble powder of 12 vitamins and minerals to add to
beverages, and conducted clinical trials in Botswana and Peru.
Their first beverage fortified with Nurisha is now in trials in South
African schools, and they are looking for opportunities to expand it
and other fortified beverages in other countries.
3.13 SWOT ANALYSIS
Strength
Coca Cola competitive strengths include leading brands with a high
level of consumer acceptance, a worldwide network of bottlers &
distributors of company products, sophisticated marketing
capabilities; & a talented group of dedicated associates.
Weakness
Sales of Coca Cola ready-to-drink nonalcoholic beverages are
somewhat seasonal, with the second & third calendar quarters
accounting for highest sales volumes. The volume of sales in the
beverages business may be affected by weather conditions.
Opportunities
Over the next several years Soft Drinks Industry’s growth is
expected to out pace the growth of the world economy. By 2010 is
projected to eclipse $650 billion in total revenue. There is
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tremendous opportunity to grow our sparkling beverages in both

developed & emerging markets.
Threats
Coca Cola Company competes in the nonalcoholic beverages
segment of the commercial beverages industry. Based on internally
available data & a variety of industry sources, Coca Cola believe
that in 2007, worldwide sales of Company products accounted for
approximately 10% of total worldwide sales of nonalcoholic
beverages products. The nonalcoholic beverages segment of the
commercial beverages industry is highly competitive, consisting of
numerous firms.
A STRONG YEAR
The following pages tell the story of a company delivering
consistent performance that is well-balanced across markets,
categories, customers and products -- a company that is moving
forward with a clear strategic agenda. In 2007, The Coca-Cola
Company earned $2.57 per share, an increase of 19 percent. Unit
case volume grew 6 percent. And net operating revenues grew 20
percent to $28.9 billion.
We took several key steps in 2007, including
• strengthening our sparkling portfolio with new brands and

brand extensions;
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• expanding our still portfolio with strategic acquisitions and

innovations;
• improving our capabilities in consumer marketing,
commercial leadership and franchise leadership;
• Creating a more sustainable future through more efficient
energy, water and operational practices.
3.14 BUILDING OUR CAPABILITIES
A year ago in this report, we said we were going to fuel growth by

creating inspirational consumer marketing, providing enhanced
value to millions of retail partners and to our bottling partners, who
make up the world's largest and most powerful beverage
distribution network.
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The men and women of The Coca-Cola Company, working closely

with our dedicated bottling partners around the world, delivered on
our commitments with great discipline and skill. Our product mix is
the strongest it has ever been, our innovation pipeline is growing,
and our brands are winning again at the point of sale.
Our progress in consumer marketing and commercial leadership

has renewed interest in our expanding portfolio among shoppers,
retail customers and our bottling partners. Creative marketing is
part of our DNA and has always been our core competency in eras
of success.
In the past year, with "The Coke Side of Life," Happiness Factory-
The Movie and other award-winning marketing programs, we
reinvigorated the energy and optimism at the heart of our brands.
We also invited our consumers to experience the magic and history
of the world's most valuable brand at the highly successful new
World of Coca-Cola, which opened this past year in Atlanta.
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3.15 ENHANCING THE COMMUNITIES WE SERVE
We recognize that we cannot have a healthy and growing business

unless the communities we serve are sustainable themselves.
Careful consideration of environmental, economic and social
factors plays into all our decision making and resulted in a number
of new partnerships to support the health of our business and our
planet. Across the Coca-Cola system, we made significant progress
in reducing our water, packaging and energy imprint.
Water is essential to our business. In 2007, we set the ambitious

goal to return the water we use, in our beverages and in their
production, back to nature. And our expanded global partnership
with World Wildlife Fund (WWF) aims to help conserve seven of the
world's most important watersheds, as well as to further improve
water efficiency in our operations and strengthen our climate
protection initiatives. Additionally, we signed The CEO Water
Mandate, a partnership with the United Nations Global Compact
that commits companies to help protect and preserve freshwater
resources by making water-resource management a strategic
priority throughout their operations and supply chain.
We see packaging not as waste, but as a valuable resource for

future use. In 2007, we established a goal of recycling or reusing
100 percent of our PET* packaging in the United States. We took an
important step toward this goal through a major investment in the
world's largest PET bottle-to-bottle recycling plant in South Carolina
and the launch of a new recycling business called Coca-Cola
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Recycling LLC led by our bottling partner, Coca-Cola Enterprises

Inc. In India, we are partnering with the Indian Association of Plastic
Manufacturers in significant PET recycling initiatives in more than
100 locations across the country. And in Brazil, which recycles
nearly 50 percent of PET containers, the Company remains a long-
time supporter of CEMPRE, a nonprofit association dedicated to the
promotion of recycling and waste management.
We also are scaling up our efforts to reduce carbon emissions. We

are committed to growing our business, without growing our
carbon footprint. In 2007, we launched Project ESKO to reduce
emissions in manufacturing and drive productivity improvements.
For example, at our 2-million-square-foot world headquarters in
Atlanta, we are working to reduce energy consumption by 23
percent. These efforts are expected to eliminate more than 10,000
metric tons of carbon dioxide emissions each year, which is the
equivalent of removing 2,000 cars from the road. And we are using
our voice on the world stage to call for responsible standards on
greenhouse gas emissions through our support of the United
Nations Global Compact “Caring for Climate” leadership platform
and the “Bali Communiqué.”
*Polyethylene terephthalate (PET)
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2008 - 09
Our commitment to being a responsible company includes being a

responsible employer. In 2007, we launched our global Workplace
Rights Policy and Human Rights Statement, guided by the
principles of the International Labour.
Organization and other well-known international organizations. Our

Workplace Rights Policy formalizes our long-standing commitment
to ensure that each of our 90,500 associates around the world is
treated with dignity and fairness.
3.16 THE ROAD AHEAD
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2008 - 09
To reach our peak performance in 2008, we will focus on

five strategic priorities:
First, we will continue to grow our leadership in sparkling

beverages, the core of our business today and tomorrow. We know
there is tremendous opportunity to grow our sparkling beverages in
both developed and emerging markets. Second, we will drive even
faster growth in our still beverage portfolio by adding new
functional benefits, developing affordable formulations, pursuing
relevant bolt-on acquisitions and seeking margin enhancements.
Juice and juice drinks, sports drinks, water, coffees, teas and
emerging categories offer exciting opportunities for future growth
around the world.
Second, we will continue to generate and take advantage of the

balanced growth we have achieved across our portfolio and the
markets we serve. In the world's emerging economies, our
business is buoyed by growing urbanization, rising middle-class
consumers and the corresponding conversion to ready-to-drink
beverages that meet new lifestyle needs. In North America, our
flagship market, we will continue to focus on renewing the health of
our business.
3.17 OPERATING GROUP

The Operating Group of Coca-Cola. The map is segmented into
Coca Cola Operating Groups: Africa, Eurasia, European Union, Latin
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2008 - 09
America, North America, Pacific, Bottling Investments. Certain prior

year amounts have been reclassified to conform to the current year
presentation.
1) In 2007, Coca Cola adopted Financial Accounting Standards

Board (FASB) Interpretation No. 48, "Accounting for Uncertainty
in Income Taxes" and recorded an approximate $65 million
increase in accrued income taxes in their consolidated balance
sheet for unrecognized tax benefits, which was accounted for as
a cumulative effect adjustment to the January 1, 2007 balance
of reinvested earnings.
2) In 2006, Coca Cola adopted Statement of Financial Accounting
Standards (SFAS) No.158, "Employers' Accounting for Defined
Benefit Pension and Other Postretirement Plans -- an
amendment of FASB Statements No. 87, 88, 106, and 132(R)."
3) Coca Cola adopted FASB Staff Position (FSP) No. 109-2,
"Accounting and Disclosure Guidance for the Foreign Earnings
Repatriation Provision within the American Jobs Creation Act of
2004" in 2004. FSP No. 109-2 allowed the Company to record
the tax expense associated with the repatriation of foreign
earnings in 2005 when the previously unremitted foreign
earnings were actually repatriated.
4) Coca Cola adopted FASB Interpretation No. 46(R), "Consolidation
of Variable Interest Entities," effective April 2, 2004.
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2008 - 09
3.18 ORGANIZATIONAL STRUCTURE
Coca Cola in India
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2008 - 09
3.19 RED i.e... A Right Execution Daily
3.19.1 CONCEPT OF RED
Hindustan Coca Cola Beverages Pvt Ltd., India division under

Eurasia Operating Group has been working on RED i.e. Right
Execution Daily since FEB 2006.
Coca Cola Company believes that its success depends on their

ability to connect with consumers by providing them with a wide
variety of choices to meet their desires, needs and lifestyles
choices. Company success further depends on the ability of their
people to execute effectively, every day.
3.19.2 DETAIL ANALYSIS OF RED: -
Right Execution Daily is segregated under three important point

they are as follows:
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2008 - 09
VisiCooler: -
Visicooler is the Sales Generating Assets, which not only make the
beverages product chilled which the company served its customers
at the purchase point but also attract the number of shoppers or
consumers in a given universe to buy company products.
• In the visicooler, attention are given on the following points: -
• The visicooler is as per standard or not.
• The visicooler as per prime position or not.

• Is the visicooler in a working condition?
• Is the visicooler light working?
• Is the visicooler 100% pure?
• Is the visicooler brand order compliant?
Availability: -
Under Availability, company ensures that their all products are
available at the shop as per the standards of the company to
serves the consumers or the shoppers. The main focuses of
Availability are as follows: -
 The company products are available at the shop in full flavor

& range.
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2008 - 09
 Consumers have enough choice to select the company’s

beverage products as per their desire.
 10 to 15% of total shoppers are those who drink only
particular brand & particular brand & particular flavor. So,
company doesn’t want to loose that consumer also.
Activation: -
Activation is the important ingredients under RED. It is a

techniques by which the sales are generated. It is a complex set of
activity by which the shoppers are stimulated to come at the shop.
By proper activation buyers are induced to come at the purchase
point.
3.19.3 Important tools for activation
Important tools for activation are Counter Top, Aerial Mobile

Hanger, Crate Display, Road Standee, Flange, Signage, Branded
Menu Cards, Combo Communication, Flex or Glow Sign Board,
Three Tire Display Rack, Price Communication.
Under the Activation, the attention is given to ensure the

following points at the purchase point: -
 Prices of HCCBPL products communicated in a clear & visible manner.
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2008 - 09
 DPS/Flex Board/Glow Sign Board, Flange, or Road Standee, at least 1,

should be in a proper condition.
 Ariel Mobile Hanger with at least 4 mobiles displayed at stores front in

Convenience Stores.
 OBM/Drinking Shot Communication present at each store.
 Table Top display unit/Hanging Rack, at least 1 should be pure & should be
at least 50% charged in Convenience Stores.
 Self Display Rack in which minimum 8 facings of any PET displayed &
visible in Grocery.
 Rack should be pure & should be at least 50% full in Grocery.
 Combo Communication should be present in E&D.
 Branded Menu Cards with KO (cola) Beverages Menu (at least 5 Menu
Cards)/Menu Board (at least 1) with KO beverages listing.
3.19.4 TOOLS USED FOR CONTROL UNDER RED
 Market Developer RED Tracker
 Survey conducted by Individual Agency
Market Developer RED Tracker
It is a tool by which the Market Developer, checks its performance. It shows

where the Market Developer is put their efforts, by which the RED Score will be
increasing. It throws light on, where are the Execution Team lacking. It also aids
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2008 - 09
to the Management in tuning the Market Execution Team. There are two parts of
the Market Developer RED tracker: -
 Market Developer Permanent Journey Plan
It is a tool, which fix the activities of the Market Developer for the given period.
In the Market Development Permanent Journey Plan, the information about the
following things is given: -
 Permanent Journey Plan for the Market Developer
 Name of the Market Developer
 Distributor/Direct Route Name
 Sales Team Leader Name
 Sales Trainer Name
 The Town/City where the execution plans are executed.
 Month of the Execution Plan
 No. Of Outlet visited at a particular date

 Daily Market Report
It is a survey conduct by the Market Developer himself.
Market Developer has to prepare this Report before he starts
his execution activities at the Customer Place. It helps to get
the actual figure & also help to check the execution impact of
the previous day.
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2008 - 09
3.19.5 RED SCORING
RED Scoring is the techniques by which the quality of services &

performance executed by the company’s personnel are
enumerated in terms of numbers.
The total marks assigned under RED are 100 and these total marks
are segregated among the three factors of the RED, which are as
follows: -
VISICOOLER = 30 MARKS
AVIABILITY = 50 MARKS
ACTIVATION = 20 MARKS
For RED Scoring sheet: Please refer Appendix…Point No. 7.3
3.20 CASE STUDY OF COCA COLA
Coca Cola India has been working on RED (Right Execution Daily) since 2006. In
Patna Region RED was introduced in FEB 2006. RED is an integration of Sales
Management & Marketing Execution Plan. By this, company not only has been
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2008 - 09
increasing its Sales & Market Shares but it also has proved as a media for the
company to come closer to its Customers & Shoppers.
This case of Coca Cola Company is related to the Patna Region where the company
is the leader in the both the Market Shares & the Sales Volume. After RED was
introduced in Patna, the Company continuously tried to improve its RED Score
Card.
Its RED Score Card shown in April 2008, in Patna Region (especially Exhibition
Road, Pirmohani, Goriatoli & New Market) was 34.5% (Approx), which was not
near to the Standard i.e. 50, fixed for the month.
The Standard for the month May was fixed 60 by the Sales Management for this
Region. But the result was negative for this month i.e. 22.3%(approx). The RED
Score declined by 63% in this month as it was fixed by sales management.
It put extra pressure on Sales Execution Team to uplift this Score in the month of
June. So, it was the challenge for the Sales Execution Force to regain its prestige but
still they didn’t achieve the minimum Standard of 60% but somehow manage the
score 31.1% which was increased from the previous month.
3.21 SURVEY REPORT CONDUCTED BY INDIVIDUAL

AGENCY
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2008 - 09
FOR THE MONTH MARKS

APRIL 34.5
MAY 22.3
JUNE 30.1
35
30
25
20 APRIL
15 MAY
10 J UNE
0
MARKS
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2008 - 09
CHAPTER 4
DATA COLLECTION, ANALYSIS &

INTERPRETATION
4.1 INTRODUCTION:
Both Primary as well as secondary data has been collected. Here I

am going to give the analysis of Primary data first and then the
analysis of secondary data will follow.
4.2 ANALYSIS OF PRIMARY DATA:

Primary data is in the form of a questionnaire which has been
collected by asking civilians to fill in a questionnaire. Below given is
the analysis of many of the questions in the Questionnaire. The
Questionnaire is present in the Appendix.
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2008 - 09
Question No. 1.a).…..Refer question in Appendix.
Analysis:
Table: On the basis of Age
Age No. of % of
Persons Respondents
15 - 25 68 45.33%
26 - 35 41 27.33%
36 - 45 23 15.33%
46 - 55 18 12.00%
150 100%
Table 4.2.1.a
Figure: On the basis of Age
Fig. 4.2.1.a
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2008 - 09
Interpretation:
In the above fig. I have done survey on the basis of

age group15-25, 26-35, 36-45, 46-55 where the no. of
consumers are 68, 41, 23, 18 respectively.
Question No. 1.b)……..Refer question in Appendix.
Analysis:
Table: On the basis of Gender
Gender No. of Persons
Male 120
Female 30
Total 150
Table 4.2.2.b
Figure: On the basis of Gender
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2008 - 09
Fig. 4.2.2.b
Interpretation:
In the above fig. the respondents are grouped on the basis

of gender in which male corresponds to 120 and female 30.
Question No. 1.c)……..Refer question in Appendix.
Analysis:
Table: On the basis of Occupation
Occupation No. of Persons
Student 45
Others 29
Servicemen 46
Businessmen 30
Total 150
Table 4.2.3.c
Figure: On the basis of Occupation
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2008 - 09
Fig. 4.2.3.c
Interpretation:
In the above fig. respondents are classified on the basis of

occupation in which there are 45 students, 46 servicemen,
30 businessmen and the rest 29.
Question No.2……..Refer question in Appendix.
Analysis:
Table: On the basis of Preference
Yes / No No. of Respondents
Yes 131
No 19
Total 150
Table 4.2.2
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2008 - 09
Figure: On the basis of Preference
Fig. 4.2.2
Interpretation:
In the above fig., 131 repondents take beverages and the

rest don’t prefer to take.
Question No. 3……..Refer question in Appendix.
Analysis:
Table: On the basis of Choice
Type of Cold Drink No. of Respondents
Coca-Cola 57
Pepsi 31
Frooti 39
Others 23
Total 150
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2008 - 09
Table 4.2.3
Figure: On the basis of Choice
Fig. 4.2.3
Interpretation:
In the above fig., most repondents (i.e) 57, prefer to take

Coca Cola , 39 Frooti, 31 Pepsi and others 23.
Analysis:
Table: On the basis of Likeness
Thumps Up 45
Coca Cola 30
Sprite 22
Maaza 53
Total 150
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2008 - 09
Table 4.2.5
Figure: On the basis of Likeness
Fig. 4.2.5
Interpretation:
In the above fig., 53 people like to take Maaza, 45 Thumps

up, 30 Coca Cola and 22 Sprite.
Analysis:
Table: On the basis of characteristics
Characteristics No. of Respondents
Quality 40
Taste 78
Benefit 10
I.I.P.S,
To DAVV,
quenchINDORE
thirst 22 - 53 -
Total 150
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2008 - 09
Table 4.2.6
Figure: On the basis of characteristics
Fig. 4.2.6
Interpretation:
In the above fig., almost everyone prefers to take the

beverages on th basis of Taste, then quality, thirdly to
quench thirst and lastly for its benefits.
Analysis:
Table: On the basis of Sources of Beverages
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2008 - 09
Sources No. of Respondents
Advertising 100
Friends 39
Newspapers 01
Others 10
Total 150
Table 4.2.7
Figure: On the basis of characteristics
Fig. 4.2.7
Interpretation:
In the above fig., consumers know about the product thru

advertising that is 100 respondents, 39 thru friends, 1 thru
newspapers and the rest from other means.
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2008 - 09
Analysis:
Table: On the basis of Urge(“ Prefer More Often”)
Thumps Up 43
Limca 12
Fanta 12
Maaza 37
Sprite 21
Coca Cola 25
Total 150
Table 4.2.8
Figure: On the basis of Urge(“ Prefer More Often”)
Fig. 4.2.8
Interpretation:
In the above fig., 43 prefer to take Thumps up and the 2’nd

is 37 Maaza Fans
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2008 - 09
Analysis:
Table: On the basis of Satisfaction of availability
Satisfaction of No. of Respondents

availability
Yes 113
No 37
Total 150
Table 4.2.10
Figure: On the basis of Satisfaction of availability
Fig. 4.2.10
Interpretation:
In the above fig., 113 respondents are satisfied with the

availability offered by the Coca Cola Company and the rest
don’t prefer it.
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2008 - 09
Analysis:
Table: On the basis of right condition of product
Right condition of No. of Respondents

Product
Yes 113
No 37
Total 150
Table 4.2.11
Figure: On the basis of right condition of product
Fig. 4.2.11
Interpretation:
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2008 - 09
In the above fig., 113 respondents find Coca Cola product in

the right condition and 37 didn’t find it.
Analysis:
Table: On the basis of problem with the price tag affixed
Problem with the No. of Respondents

price tag affixed
Yes 64
No 51
Can’t Say 35
Total 150
Table 4.2.13
Figure: On the basis of problem with the price tag

affixed
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2008 - 09
Fig. 4.2.13
Interpretation:
In the above fig., 64 repondents have issues regarding the

price affixed by the Company and 51 are not while the rest
are in doubt.
Analysis:
Table: On the basis of factor
Factor No. of Respondents
Person Factor 64
Advt. Factor 20
To remain Chill 50
Parties 16
Total 150
Table 4.2.14
Figure: On the basis of problem with the factor
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2008 - 09
Fig. 4.2.14
Interpretation:
In the above fig., 64 repondents take beverages on the

personal front while 50 others take it to remain chill while
the others take it on other basis.
Analysis:
Table: On the basis of purchase quantity
Quantity No. of Respondents
200 ml 74
300 ml 44
500 ml 22
1.5 litres 10
Total 150
Table 4.2.15
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2008 - 09
Figure: On the basis of purchase quantity
Fig. 4.2.15
Interpretation:
In the above fig. 74 respondents take 200ml while 300ml is

preferred by 44 others, 500ml by 22 others and the rest 10
on 1.5 litres.
Analysis:
Table: On the basis of purchase decisions
Decision Maker No. of Respondents
Own Judgement 95
friends 24
Family Members 12
Shopkeeper 14
Any Other 05
Total 150
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2008 - 09
Table 4.2.17
Figure: On the basis of purchase decisions
Fig. 4.2.17
Interpretation:
In the above fig., 95 people take it on own judgment, 24 by

friends, 14 by shopkeepers, 12 by family members and the
rest five members.
Analysis:
Table: On the basis of brand switching
Go for Brand No. of Respondents

Switching?
Yes 93
No 35
Can’t Say 22
TotalINDORE
I.I.P.S, DAVV, 150 - 63 -
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2008 - 09
Table 4.2.18
Figure: On the basis of brand switching
Fig. 4.2.18
Interpretation:
In the above fig., majority 93 will switch over to the other

brand, 35 will not switch over and the rest cant say
anything.
Analysis:
Table: On the basis of awareness of promotional schemes
Awareness of No. of Respondents

Promotional
I.I.P.S, DAVV,
SchemesINDORE - 64 -
Yes 95
No 55
Total 150 Page 64

2008 - 09
Table 4.2.19
Figure: On the basis of awareness of promotional

schemes
Fig. 4.2.19
Interpretation:
In the above fig., 95 people are aware of the promotional

schemes while he rest are not aware.
Analysis:
Table: On the basis of activation board attraction
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2008 - 09
Go for Brand No. of Respondents

Switching?
Yes 75
No 36
Didn’t Notice 39
Total 150
Table 4.2.20
Figure: On the basis of activation board attraction
Fig. 4.2.20
Interpretation:
In the above fig., 75 people get attracted on account of

activation boards while 36 don’t get attracted and the rest
39 didn’t notice it.
Analysis:
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2008 - 09
Table: On the basis of properly visualizing the visicooler
See Visicooler in No. of Respondents

proper order?
Absolutely 79
Yes, but not 30
always
Hardly ever 13
Can’t say, maybe 21
Never 07
Total 150
Table 4.2.22
Figure: On the basis of properly visualizing the

visicooler
Fig. 4.2.22
Interpretation:
In the above fig., 79 see the visicooler in proper condition

while the rest see it frequently, 21 are unable to say, 13
see it hardly ever while the rest 7 never see.
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2008 - 09
CHAPTER 5
CONCLUSIONS & SUGGESTIONS
5.1 CONCLUSIONS:
The outcome of any research is the systematic and well conclusion

(i.e) what one can gain from it. This report is truly a unique
specimen of the aforementioned statement. Efforts in the form of
Survey and survey data have been collected after lot of hectic work
spanning may days. So I have done my level best in going ahead
with this project and I take the honour of undertaking this research.
After analysis & interpretation, I came to know that:
1) Most of the respondents prefer to take the beverage on the

basis of taste.
2) Out of the whole lot of the Coca Cola products most of the
people prefer to take Maaza in Large quantities.
3) Majority of the people know the beverages of Coca Cola thru

advertisements.
4) It is heartening to notice that the availability of the Coca Cola

Product is excellent.
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2008 - 09
5) The Coca Cola products are always found in its optimum

condition in which it is expected to be.
6) It has come to my notice that most of the customers are

unsatisfied with the price of the beverages.
7) Almost all the respondents take the beverages on the basis

of personal judgment.
8) Also it is good to observe that most of the people are aware

of the promotional schemes offered by the Company.
9) All the products in the Visicooler are kept in a systematic

way(CLOJ).
10) It has been observed that most of the people visualize

the activation boards properly in front of the Outlets.
5.2 SUGGESTIONS:
1) Well, I would advise the Company to reduce the price affixed

to each and very of beverages so that all the classes and
categories of the people can have the pleasure of drinking
the Coca Cola product.
2) Most of the respondents wants to increase the flavours of the

Coca Cola Ionized beverages as they have been consuming
the same flavor over a period of time.
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2008 - 09
3) Promotion and promotional schemes need to be propagated

in the rural areas so as to tap the unsaid and unclaimed
potential of the rural life and habitat.
CHAPTER 6
BIBLIOGRAPHY
6.1 BOOKS
1) Philip Cotler, “Principle of Marketing

Management”, 5th Edition, Prentice Hall of India
Pvt. Ltd., New Delhi.
2) Ramaswamy, “Marketing Management”,
6.2 WEBSITES
www.financialexpress.com
www.businessworld.com
www.cocacolacompany.com
www.cocacolaindia.com
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2008 - 09
CHAPTER 7
APPENDIX
7.1 Questionnaire
Dear Respondent,
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2008 - 09
A survey is being carried out on Impact of “RED-Right

Execution Daily” on the sales of Coca-Cola product: A case study of
PATNA MARKET. It is the part of my academic, which is carried
under my Department of Business Administration and Research,
S.S.G.M.C.E.SHEGAON. I will be thankful if you would please convey
yours views on the following questions referred and Co-operate me
for bringing a grand success.
RAHUL
TRIVEDI
[ M.B.A
Marketing]
1. Consumer details:-
a) Name:-
…………………………………………………………………………
…………………………
b) Age:-
…………………………………………………………………………
……………………………
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2008 - 09
c) Gender:-
…………………………………………………………………………
d) Occupation:-
…………………………………………………………………………
……………….
e) Address:-
…………………………………………………………………………
……………………
2. Do you take any beverage or not?
a) yes [ ] b) no [ ]
3. Which beverages do you prefer to take?
a) coca-cola [ ] b) pepsi [ ] c) frooti [ ] d) real juice [ ]

4. Do you know anything about flavours of beverages of coca-cola?
a) coke [ ] b) lemon [ ] c) orange [ ] d) juicy [ ]

5. Which flavour do you like the most?
a) thumps-up [ ] b) coca-cola [ ] c) sprite [ ] d) maaza [ ]

e) others [ ]
6. You take beverages on what basis?
a) quality [ ] b) taste [ ] c) benefits [ ] d) to quench thirst [ ]

7. From what sources you know about the beverages?
a) advertising [ ] b) friends [ ] c) newspapers [ ] d) others [ ]

8. Out of the beverages given below which one do you prefer more often:- a)
Thumps –up [ ] b) Limca [ ] c) Fanta [ ] d) Maaza [ ]
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2008 - 09
e) Sprite [ ] f) Coca-Cola [ ]
9. How many times do you consume the beverages in a day?
a)once [ ] b) twice [ ] c) thrice [ ] d) more than four times [ ]

10. Are you satisfied with the availability offered by the coca-cola company of
the selected beverages types?
a) yes [ ] b) no [ ]
11. Do you find coca-cola product in the right condition when you ask for it? a)
yes [ ] b) no [ ]
12. Do you prefer to recommend the coca-cola beverages’ to your friends or

family members?
a) yes [ ] b) no [ ]
13. Do you have any problem regarding the price affixed by the price tag of
coca-cola product?
a) yes [ ] b) no [ ] c) can’t say [ ]

14. You take beverages on account of which factor?
a) personal factor [ ] b) advertisement impact [ ]

c) to remain chill [ ] d) parties [ ]
15. You purchases coca-cola bottles in what quantity?
a) 200ml [ ] b) 300ml [ ] c) 500ml [ ] d)1.5ltrs[ ]

16. Do you prefer to stock coca-cola product at homes to take a stand when you
desire?
a) yes [ ] b) no [ ]
17. Who is in your opinion taking decision relating to purchase?
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2008 - 09
a) own judgment [ ] b) friends [ ] c) family members [ ] d) shop

keepers [ ] e) any others [ ]
18. If the current brand is not available then will you switch over to the other
brand?
a)yes [ ] b) no [ ] c) can’t say [ ]

19. Are you aware of any promotional schemes offered by the company for you?
a) Yes [ ] b) no [ ]
20. Do you visualize any attractions in the form of activation boards or hoardings
or banners in front or above the outlets in which cold drinks from the Coca
Cola Inc. are being sold?
a) Yes [ ] b) No [ ] c) Didn’t notice [ ]
21.Whether activation boards or hoardings or banners

encourages you to consume Coca-Cola?
a)Always [ ] b)Sometimes [ ] c)Rarely [ ]
22.When inside any Coca Cola Drink Outlet, do you see the
Visicooler in proper condition?
a) Absolutely [ ] b) Yes, but not always! [ ] c) Hardly ever [ ]
d) Can’t say, maybe! [ ] e) Never [ ]

23.Do you suggest any improvement in the current version of coca-
cola beverages (please specify):-
………………………………....................................
………………………………………………………………………………………
………………………………..
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7.2 FINANCIAL OVERVIEW OF COCA-

COLA COMPANY:
Page 76

7.2.1 Unit Case Data
Year Ended
2008 - 09
2007 2006 2005 2004 2003
December 31,
Unit Case Volume

22.7 21.4 20.6 19.8 19.4
(in billions)
7.2.2 Selected Financial Data
Year Ended 2007 2006 2005 20043,

2003
December 31, 1 2 3 4
(in millions except per share data)
7.2.3 SUMMARY OF OPERATIONS
Net operating 28,85 24,08 23,10 20,85

$ $ $ $ 21,742 $
revenues 7 8 4 7
10,40
Cost of goods sold 8,164 8,195 7,674 7,776
6
18,45 15,92 14,90 13,08

Gross profit 14,068
1 4 9 1
Selling, general
and 10,94
9,431 8,739 7,890 7,287
administrative 5
expenses
Other operating
254 185 85 480 573
charges
Operating income
I.I.P.S, DAVV, INDORE 7,252 6,308 6,085 5,698 5,221
- 77 -
Interest income 236 193 235 157 176

Page 77
Interest expense 456 220 240 196 178
Equity income --
668 102 680 621 406
net “Thanda Matlab, Coca
2008 - 09
7.2.4 PER SHARE DATA
Basic net income $ 2.59 $ 2.16 $ 2.04 $ 2.00 $ 1.77
Diluted net
2.57 2.16 2.04 2.00 1.77
income
Cash dividends 1.36 1.24 1.12 1.00 0.88
Closing market
price on 61.37 48.25 40.31 41.64 50.75
December 31
7.2.5 TOTAL
MARKET VALUE 142,28 111,85 95,50 100,32 123,90
$ $ $ $ $
OF COMMON 9 7 4 5 8
STOCK
7.2.6 BALANCE SHEET DATA
Cash, cash
equivalents and
current $ 4,308 $ 2,590 $ 4,767 $ 6,768 $ 3,482
marketable
securities
Property, plant
and equipment -- 8,493 6,903 5,831 6,091 6,097
net
Page 78

2008 - 09
Depreciation 958 763 752 715 667
Capital
1,648 1,407 899 755 812
expenditures
29,42
43,269 29,963 31,441 27,410
Total assets 7
Long-term debt 3,277 1,314 1,154 1,157 2,517
Shareowners' 16,35
21,744 16,920 15,935 14,090
equity 5
NET CASH
PROVIDED BY
$ 7,150 $ 5,957 $ 6,423 $ 5,968 $ 5,456
OPERATING
ACTIVITIES
7.2.7 Unit Case Data
Year Ended
2007 2006 2005 2004 2003
December 31,
Unit Case
Volume (in 22.7 21.4 20.6 19.8 19.4
billions)
7.2.8 Selected Financial Data
Page 79

2008 - 09
Year Ended 2005 20043,

20071 20062 2003
December 31, 3 4
(in millions except per share data)
7.2.9 SUMMARY OF OPERATIONS
Net operating 23,10

$ 28,857 $ 24,088 $ $ 21,742 $ 20,857
revenues 4
Cost of goods
10,406 8,164 8,195 7,674 7,776
sold
14,90
Gross profit 18,451 15,924 14,068 13,081
9
Selling, general
and
10,945 9,431 8,739 7,890 7,287
administrative
expenses
Other operating
254 185 85 480 573
charges
Operating
7,252 6,308 6,085 5,698 5,221
income
Interest income 236 193 235 157 176
Interest expense 456 220 240 196 178
Page 80

2008 - 09
Equity income --
668 102 680 621 406
net
Other income
173 195 (93) (82) (138)
(loss) -- net
Gains on
issuances of
-- -- 23 24 8
stock by equity
investees
Income taxes 1,892 1,498 1,818 1,375 1,148
Net income $ 5,981 $ 5,080 $ 4,872 $ 4,847 $ 4,347
Average shares 2,313 2,348 2,392 2,426 2,459

outstanding
Average shares
outstanding
2,331 2,350 2,393 2,429 2,462
assuming
dilution
7.2.10 PER SHARE DATA
Basic net income $ 2.59 $ 2.16 $ 2.04 $ 2.00 $ 1.77
Diluted net
2.57 2.16 2.04 2.00 1.77
income
Page 81

2008 - 09
Cash dividends 1.36 1.24 1.12 1.00 0.88
Closing market
price on 61.37 48.25 40.31 41.64 50.75
December 31
7.2.11 TOTAL
MARKET VALUE 142,28 111,85 95,50 100,32 123,90
$ $ $ $ $
OF COMMON 9 7 4 5 8
STOCK
7.2.12 BALANCE SHEET DATA
Cash, cash
equivalents and
current $ 4,308 $ 2,590 $ 4,767 $ 6,768 $ 3,482
marketable
securities
Property, plant
and equipment -- 8,493 6,903 5,831 6,091 6,097
net
Depreciation 958 763 752 715 667
Capital
1,648 1,407 899 755 812
expenditures
43,269 29,963 29,42 31,441 27,410
Page 82

2008 - 09
Total assets 7
Long-term debt 3,277 1,314 1,154 1,157 2,517
Shareowners' 16,35
21,744 16,920 15,935 14,090
equity 5
NET CASH
PROVIDED BY
$ 7,150 $ 5,957 $ 6,423 $ 5,968 $ 5,456
OPERATING
ACTIVITIES
7.3 RED SCHORING SHEETS
7.3.1 RED SCHORING SHEET (Diamond):
About VisiCooler
Diamond
Q. E&D Grocer Convenience Remarks

No y
1. Is a Coca Cola
Visi/Chest-cooler
present?(if answeris
No. skip questions 2-
Page 83

2008 - 09
7)
2. Is the Visi/Chest- 3 3 3 Low Income: 9/10.5/20cs

cooler as per & Med/High
standard? Income20/30cs.For
Chest Cooler-10cs+
3. Is the visicooler in 7 7 7 All channels: At Entrance

the prime position? & Outside Shop.
Additionally only for E&D
outlets-if full face visible
from main dining area.
No point for Chest
Cooler.
4. Is the Visi/Chest- 2 2 2 Should be able to chill

cooler in a working products. Switched off
condition? coolers deemed as not
working. If cooler is in
working condition &
there is power cut
,marked as working.
5. Is the Visicooler light 2 2 2 Light should switch on.

working? No points if light is in
working condition, but
switch off. No points for
Chest Cooler.
6. Is the Visi/Chest 10 10 10 Coolers should have only

Cooler 100% pure? Coca Cola Company
Page 84

2008 - 09
inside.
7. Is the Visi-cooler 6 6 6 As per note on CLOJ-K

brand order brand order. No points
complaint? for Chest-Cooler.
TOTAL 30 30 30
7.3.2 RED SCHORING SHEET (Diamond): -
About Availability
Page 85

2008 - 09
Diamond
Q.No E&D Grocer Convenience Remarks

y
1. Sparkling Soft Drink 20 20 Min. 6 bottles per brand

(SSD) 200 or 300 ml (Chilled). Can have Cola
(Cola + 3) + 3 in any pack size
(200ml or 300ml).A mix
packs
(200ml+300ml)wont be
allowed.
2. SSD, Mobile PET 12 18 12 Only SSD: Min 6 bottles

500/600 ml (Cola per brand, Chilled for
+3) E&D/Convenience, &
Chilled or warm for
Grocery.
3. Maaza RGB (200 or 5 5 Min. 6 bottles (chilled) of

250 ml) either of the pack (200
or 250 ml).
4. Maaza TP 200 ml 3 3 Min. 6 packets chilled.

available
5. Juice Mobile (2 6 6 6 Min.6 bottles (chilled).

flavours)
6. Juice Large PET 6 Min. 6 bottles (Chilled or

(2 flavours) warm)
7. Can (Diet Coke +1) 4 4 Min. 6 cans (chilled)
8. Large PET 1.25 ltr / 20 Min. 6 bottles per brand

1.5 ltr / 2 ltr (Cola + (Chilled or Warm)
3)
TOTAL 50 50 50
Page 86

2008 - 09
7.3.3 RED SCHORING SHEET (Diamond): - About Activation
Page 87

E&D
1. Branded Menu 5 Any one Should

“IMPACT OF REDcards
PRODUCT: A STUDY
ONwith
THE
IN
KOSALE OF COCA COLA
LUCKNOW
Beverages Menu MARKET”
2008 - 09
have KO Beverages
Listing.
(at least 5 Menu
Cards) /Menu
Boards (at least 1)
with KO Beverages
Listing
2. Combo 5 At least One of the

Communication: options given.
Combo
standee/Combo
wall hanging/Menu
Board (at least 1 of
the 3 options)
3. Flange, Road 3 At least One of the 4

Standee, Flex, options given.
GSB, (at least 1 of
the 4).
Grocery
4. Is there a 3 tier
Display Rack with
header present?
(If answer is No,
skip question 5).
5. Is the Rack Pure & 8 100% pure & at

Charged? (Should least 50% charged &
be pure & should with header
be at least 50% otherwise no score
full).
6. Shelf Display 5 Should be arranged

(other than Rack). display.
Min. 8 facings of
any PET displayed
& visible.
Convenience
7. Table Top Display 5 Should be 100%
Unit/or hanging pure , charged at
Rack (at least 1, least 50% ,
should be pure & moreover, it should
at least 50% be on /near the front
charged). counter, where it is
easily visible to the
customer
8. Aerial Mobile 5 With at least 4

Hanger mobiles display at
storefront.
9. DPS/Flex Board, 3 At least 1 should be

GSB, Flange, or in a proper
Road Standee. condition.
I.I.P.S,
All
DAVV, INDORE - 88 -
Channel
s
10. OBM/Drinking Shot 3 3 3 Can

Page be a
88Separate
Communication. communication or a
part of any
activation material
relevant to channel.
11. “Thanda
Are prices of HCCBPL Matlab,
4 Coca
4 4 Any price communication,
2008 - 09
7.3.4 RED SCHORING SHEET (Gold): -
About VisiCooler
Gold

No y
1. Is a Coca Cola
Visi/Chest-cooler
present?(if answeris
No. skip questions 2-
7)
Page 89

2008 - 09

Chest Cooler-10cs+
3. Is the visicooler in 7 7 7 All channels: At Entrance

No point for Chest
Cooler.

working condition &
there is power cut
,marked as working.
5. Is the Visicooler light 2 2 2 Light should switch on.

working? No points if light is in
Chest Cooler.

inside.

Page 90

2008 - 09
TOTAL 30 30 30
7.3.5 RED SCHORING SHEET (Gold): -
About Availability
Page 91

2008 - 09
Gold

y
1. Sparkling Soft Drink 20 20 Min. 6 bottles per

(SSD) 200 or 300 ml brand (Chilled). Can
(Cola + 3) have Cola + 3 in any
pack size (200ml or
300ml).A mix packs
(200ml+300ml)wont
be allowed.
2. SSD, Mobile PET 15 18 15 Only SSD: Min 6

500/600 ml (Cola bottles per brand,
+2) Chilled for
E&D/Convenience, &
Chilled or warm for
Grocery.
3. Maaza RGB (200 or 6 6 Min. 6 bottles (chilled)

250 ml) of either of the pack
(200 or 250 ml).
4. Maaza TP 200 ml 3 3 Min. 6 packets chilled.

available
5. Juice Mobile (2 6 6 6 Min.6 bottles (chilled).

flavours)
6. Juice Large PET 6 Min. 6 bottles (Chilled

(2 flavours) or warm)
7. Large PET 1.25 ltr / 20 Min. 6 bottles per

1.5 ltr / 2 ltr (Cola + brand (Chilled or
3) Warm)
TOTAL 50 50 50
7.3.6 RED SCHORING SHEET (Gold): - About Activation

Page 92

2008 - 09
Page 93

E&D
1. Branded Menu 5 Any one Should

“IMPACT OF REDcards
PRODUCT: A STUDY
ONwith
THE
IN
KOSALE OF COCA COLA
LUCKNOW
Beverages Menu MARKET”
2008 - 09
have KO Beverages
Listing.
(at least 5 Menu
Cards) /Menu
Boards (at least 1)
with KO Beverages
Listing
2. Combo 5 At least One of the

Communication: options given.
Combo
standee/Combo
wall hanging/Menu
Board (at least 1 of
the 3 options)
3. Flange, Road 3 At least One of the 4

Standee, Flex, options given.
GSB, (at least 1 of
the 4).
Grocery
4. Is there a 3 tier
Display Rack with
header present?
(If answer is No,
skip question 5).
5. Is the Rack Pure & 8 100% pure & at

Charged? (Should least 50% charged &
be pure & should with header
be at least 50% otherwise no score
full).
6. Shelf Display 5 Should be arranged

(other than Rack). display.
Min. 8 facings of
any PET displayed
& visible.
Convenience
7. Table Top Display 5 Should be 100%
Unit/or hanging pure , charged at
Rack (at least 1, least 50% ,
should be pure & moreover, it should
at least 50% be on /near the front
charged). counter, where it is
easily visible to the
customer
8. Aerial Mobile 5 With at least 4

Hanger mobiles display at
storefront.
9. DPS/Flex Board, 3 At least 1 should be

GSB, Flange, or in a proper
Road Standee. condition.
I.I.P.S,
All
DAVV, INDORE - 94 -
Channel
s
10. OBM/Drinking Shot 3 3 3 Can

Page be a
94Separate
Communication. communication or a
part of any
activation material
relevant to channel.
11. “Thanda
Are prices of HCCBPL Matlab,
4 Coca
4 4 Any price communication,
2008 - 09
7.3.7 RED SCHORING SHEET (Silver): -
About VisiCooler
Silver
No y
1. Is a Coca Cola
Visi/Chest-cooler
present? (If answer
is No. Skip questions
Page 95

2008 - 09
2-7)

Chest Cooler-10cs+
3. Is the VisiCooler in 7 7 7 All channels: At Entrance

No point for Chest
Cooler.

working condition &
there is power cut,
marked as working.
5. Is the VisiCooler 2 2 2 Light should switch on.

light working? No points if light is in
Chest Cooler.

Page 96

2008 - 09
inside.

TOTAL 30 30 30
7.3.8 RED SCHORING SHEET (Silver): -

Page 97

2008 - 09
About Availability
Silver

y
1. Sparkling Soft Drink 20 20 Min. 6 bottles per

(SSD) 200 or 300 ml brand (Chilled). Can
(Cola + 2) have Cola + 2 in
any pack size
(200ml or 300ml).A
mix packs
(200ml+300ml)wont
be allowed.
2. SSD, Mobile PET 15 18 15 Only SSD: Min 6

500/600 ml (Cola bottles per brand,
+1) Chilled for
E&D/Convenience, &
Chilled or warm for
Grocery.
3. Maaza RGB (200 or 6 6 Min. 6 bottles

250 ml) (chilled) of either of
the pack (200 or
250 ml).
4. Maaza TP 200 ml 3 3 Min. 6 packets

available chilled.
5. Juice Mobile (1 6 6 6 Min.6 bottles

flavours) (chilled).
6. Juice Large PET 6 Min. 6 bottles

(2 flavours) (Chilled or warm)
7. Large PET 1.25 ltr / 20 Min. 6 bottles per

1.5 ltr / 2 ltr (Cola brand (Chilled or
+1) Warm)
Page 98

2008 - 09
TOTAL 50 50 50
7.3.9 RED SCHORING SHEET (Silver): -About Activation
Page 99

E&D
1. Menu Board (at least 7 Any of the 4

“IMPACT OF RED ON KO
1)with
PRODUCT: A STUDY
THE
IN
SALE OF COCA COLA
Beverages
LUCKNOW
Listing/Branded Menu MARKET”
2008 - 09
options is ok.
Cards with KO
Beverages Menu (at
least 5 menu
cards) /Combo
Communication/Table
Top Vinly
2. Outside Crate Display 3 At least One of

(Min 3 crates with the options
wrap). given.
3. Flange, Road 3 At least One of

Standee, Flex, GSB, the 4 options
(at least 1 of the 4). given.
Grocery
4. Is there any Display
Rack with header
present? (If answer
is No, skip question
5).
5. Is the Rack Pure & 7 100% pure &

Charged? (Should be at least 50%
pure & should be at charged & with
least 50% full). header
otherwise no
score
6. Outside Crate 3 Crate Wrap

Display. (Min 3 crates Must
with crate wrap)
7. Shelf Display (other 3 Should be an

than rack ,min 8 arranged
facing of any PET display.
displayed & visible).
Convenience
8. Table Top Display 7 Should be
Unit/or hanging Rack 100% pure ,
(at least 1, should be charged at
pure & at least 50% least 50% ,
charged). moreover, it
should be on
/near the front
counter, where
it is easily
visible to the
customer
9. Aerial Mobile Hanger 3 With at least 4

mobiles display
at storefront.
10. DPS/Flex Board, GSB, 3 At least 1

Flange, or Road should be in a
I.I.P.S, DAVV, INDORE
Standee. -proper
100 -
condition.
All
Channe
ls
Page 100
11. OBM/Drinking Shot 3 3 3 Can be a

Communication. Separate
communication
“Thanda Matlab, Coca or a part of any
2008 - 09
7.4 Outlets Of Training Area
Page 101

2008 - 09
S.N0. Exhibition Road Pirmohani & New Market

Goriatoli
1 Gupta Pan - C./G Uma Cinema-C/D Vijay Paan-C/D
2 Gaurav Res. – E.&D / G Gariblal-C/D H.K. Pan-C/D
3 Talkwell-C/G Patna Dairy-C/D Hayat GEN.-C/G
4 Rajdarbar-E&D/G Dadiji Rest-C/S Shamim-C/D
5 Shivam Kirana-C/G Bharat Paan-C/S Sonu Gen.-C/G
6 Hotel Republic-C/S Galaxy Cigg.-C/S Royal pan- C/D
7 Biryani House-C/S Jagdamba Gen.- Mohan Pan- C/S

C/S
8 Bahadur Litti-C/S Prem Hotel-C/S Om Jarda-C/S
9 Pradeep Gen.-Gr./S Preety Paan-C/S Banarsidoodh-

C/S
10 JJ STD-C/S Radhekrishna Bihar Kirana-C/D

Gen.-C/S
12 Amininfront-C/S Vinod Cigg.C/S Aftab Gen.-C/D
13 Ice & milkbar-C/S Gopal Lassi-C/S Shahbudin Gen.-

C/S
14 Gift corner-C/G Gyan Ganga-C/S Parvati Gen.-

Gr./D
15 Sweta Gen.-C/G Prasad Pan-C/S Shankar Lassi-

C/D
16 Baba Kirana-C/G Manish Paan-C/S Supershahi- C/D
17 Vishno Hotel-C/D Pankaj Gen.-C/D Urmila Med.-C/D
18 Nandkishore Hotel-C/D Gupta Paan-C//S Jaimaa Shakti-C/S
19 Windsor Rest.-E&D/D Sai STD-C/S Rajdhani Hotel-

E&D/D
20 Ramfal Paan-C/D Naina Gen.-C/S Shavitri PCO-C/G

21 Contact Point-C/D Jagdamba PCO-C/S Gupta Homeo-
C/S
Page 102

2008 - 09
Page 103

Coca Cola Final Dissertation

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“IMPACT OF RED ON THE SALE OF COCA COLA

PRODUCT: A STUDY IN LUCKNOW MARKET”

The introduction of soft drink was due to necessity of traveling

The Coca Cola Company is the largest manufacture, distributor and

I.I.P.S, DAVV, INDORE -1-

“Thanda Matlab, Coca

the range of low and no colour alternatives that they provide to

The Company business is in nonalcoholic beverages-principally

I.I.P.S, DAVV, INDORE -2-

“Thanda Matlab, Coca

facilities, waste water treatment plants, distribution systems and

Coca Cola Company believes that its success depends on their

I.I.P.S, DAVV, INDORE -3-

“Thanda Matlab, Coca

I.I.P.S, DAVV, INDORE -4-

“Thanda Matlab, Coca

component of the marketing information system, to manage all

Marketing management needs essential information regarding

2.2 RESEARCH METHODOLOGY:

Research methodology has many dimensions and research

“Thanda Matlab, Coca

It is essential for any researcher to know not only research

2.3 TYPES OF RESEARCH:

There are different types of research viz., analytical research,

Exploratory Research: The researcher has to use facts or

2.4 SELECTION OF SUBJECT:

Selecting the subject of research is a crucial decision for the

researcher. The idea of the subject should be very clear in his

mind. The selected subject should be clear and precise and

ambiguity should be avoided. In the present instance the subject

I.I.P.S, DAVV, INDORE -6-

“Thanda Matlab, Coca

related for study consists of analyzing the impact of RED on the

sale of coca-cola product in patna market.

2.5 SELECTION OF TITLE:

ambiguous; the reader should be able to form an idea about the

of this research work is Impact of “RED”-Right Execution Daily on

the sale of coca-cola product in patna market.

2.6 RESEARCH OBJECTIVES:

2.7 SCOPE OF THE STUDY:

Study of Management of RED helps the management in the

1. It improves management’s ability to plan and control the

I.I.P.S, DAVV, INDORE -7-

“Thanda Matlab, Coca

3. It avoids wastage and underutilization of resources which can

2.9 DATA COLLECTION AND RELIABILITY OF

For this research work there is need of both Primary &

2.10 LIMITATION OF THE REPORT

I found the following limitations during my actual project

o More stress was given on the primary data.

I.I.P.S, DAVV, INDORE -8-

“Thanda Matlab, Coca

After the researcher has collected the data and before

 Marketing strategy of Coca Cola beverages Pvt. Ltd is

The next step in the research process is to extract pertinent

After analyzing the data and conducting various tests upon it

I.I.P.S, DAVV, INDORE -9-

“Thanda Matlab, Coca

When the researcher finishes analyzing the data and various

3.1 EXECUTIVE SUMMARY

The Coca Cola Company was incorporated in September 1919

“Thanda Matlab, Coca