A

PROJECT REPORT
ON
BUSINESS PROCESS DASHBOARD
OF
COCA COLA

Submitted To

SCHOOL OF BUSINESS

GALGOTIAS UNIVERSITY, GREATER NOIDA

SESSION: 2018-2019

GUIDED BY: SUBMITTED BY:

MS. VEENA MEHTA GROVER RAJ MISHR

 ACKNOWLEDGEMENT

It gives me immense pleasure and privilege to acknowledge my deepest sense of

gratitude towards all those who helped me in the successful execution of this
project.

I have got considerable help and support in making this project report a reality
from many people.

I am highly indebted to my Project Guide Ms. VEENA MEHTA GROVER

whose constructive counseling and able guidance helped me immensely in
bringing out this project in the present form.

The acknowledgement would be incomplete without thanking my family and

friend who were a big support throughout.

M.B.A. 2nd Sem. Raj Mishra

 STUDENT DECLARATION

I Raj Mishra pursuing Master of Business Administration (MBA) 1st year (1st
SEM.) From GALGOTIAS UNIVERSITY, in the session 2018-19. I hereby
declare research project title “BUSINESS PROCESS DASHBOARD OF COCA
COLA” is the outcome of my own effort at Coca-Cola Ltd. Organization under
the guidance of Ms. Veena Mehta Grover.

The same report has not been submitted earlier to any institute/university for
awarding any degree/diploma of MBA or any other professional course. If there
will be any violation of IPR then I will be solely responsible to that and university
has right to cancel my project.

Date:

Raj Mishra
 CERTIFICATE

This is to certify that Mr. Raj Mishra is pursuing two year full time Masters of
Business Administration (MBA) course from Galgotias University, Greater
Noida as regular student, in session (2018-2019).

In compliance with the provision/guidelines of Galgotias University, Greater

Noida, He has been assigned a Project Report. The project work has been
genuinely carried out by the student. He has made sincere efforts in the
completion of the project work with original contents

Project Guide

Ms. Veena Mehta Grover

 TABLE OF CONTENT

Serial No Contents Page No

1 Introduction 1

2 Company Profile 2-8

3 Objective 9

4 Production Process 10-12

5 Research Methodology 13

6 Data Analysis 14-15

7 Suggestions 16

8 Conclusion 17
INTRODUCTION TO COCA-COLA

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta,
Georgia, on May 8, 1886. Coca-Cola Company is the world’s leading manufacturer, marketer
and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400
beverage brands. It sells beverage concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. The Company’s beverage products
comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-
drink powder products. In addition to this, it also produces and markets sports drinks, tea and
coffee. The Coca- Cola Company began building its global network in the 1920s. Now
operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system
has successfully applied a simple formula on a global scale: “Provide a moment of refreshment
for a small amount of money- a billion times a day.”

The Coca-Cola Company and its network of bottlers comprise the most sophisticated and
pervasive production and distribution system in the world. More than anything, that system is
dedicated to people working long and hard to sell the products manufactured by the Company.
This unique worldwide system has made The Coca-Cola Company the world’s premier soft-
drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola, more than
any other consumer product, has brought pleasure to thirsty consumers around the globe. For
more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of
millions of people every day.
The Company aims at increasing shareowner value over time. It accomplishes this by working
with its business partners to deliver satisfaction and value to consumers through a worldwide
system of superior brands and services, thus increasing brand equity on a global basis. They
aim at managing their business well with people who are strongly committed to the Company
values and culture and providing an appropriately controlled environment, to meet business
goals and objectives. The associates of this Company jointly take responsibility to ensure
compliance with the framework of policies and protect the Company’s assets and resources
whilst limiting business risks.

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 COMPANY PROFILE

MISSION:

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company
and serves as the standard against which we weigh our actions and decisions.

 To refresh the world...

 To inspire moments of optimism and happiness...
 To create value and make a difference.

VISION:
Our vision serves as the framework for our Roadmap and guides every aspect of our business
by describing what we need to accomplish in order to continue achieving sustainable, quality
growth.
 People: Be a great place to work where people are inspired to be the best they can be.
 Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and
satisfy people's desires and needs.
 Partners: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value.
 Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.

 Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
 Productivity: Be a highly effective, lean and fast-moving organization.

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WINNINGCULTURE:
Our Winning Culture defines the attitudes and behaviors that will be required of us to make
our 2020 Vision a reality.

LIVEOURVALUES:
Our values serve as a compass for our actions and describe how we behave in the world.
 Leadership: The courage to shape a better future.
 Collaboration: Leverage collective genius.
 Integrity: Be real.
 Accountability: If it is to be, it's up to me.
 Passion: Committed in heart and mind.
 Diversity: As inclusive as our brands.
 Quality: What we do, we do well.

FOCUS ON THE MARKET:

 Focus on needs of our consumers, customers and franchise partners.
 Get out into the market and listen, observe and learn.
 Possess a world view.
 Focus on execution in the marketplace every day.
 Be insatiably curious.

WORK SMART:
 Act with urgency.
 Remain responsive to change.
 Have the courage to change course when needed.
 Remain constructively discontent.
 Work efficiently.

ACT LIKE OWNERS:

 Be accountable for our actions and inactions.
 Steward system assets and focus on building value.
 Reward our people for taking risks and finding better ways to solve problems.

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HISTORY OF COCA-COLA

The prototype Coca-Cola recipe was formulated at the Eagle Drug and Chemical Company, a
drugstore in Columbus, Georgia by John Pemberton, originally as a coca wine called
Pemberton's French Wine Coca. He may have been inspired by the formidable success of Vin
Marianna, a European coca wine.

In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton responded
by developing Coca-Cola, essentially a non-alcoholic version of French Wine Coca. The first
sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886. It was initially sold as a
patent medicine for five cents a glass at soda fountains, which were popular in the United States
at the time due to the belief that carbonated water was good for the health.[9] Pemberton claimed
Coca-Cola cured many diseases, including morphine addiction, dyspepsia, neurasthenia,
headache, and impotence. Pemberton ran the first advertisement for the beverage on May 29
of the same year in the Atlanta Journal.

By 1888, three versions of Coca-Cola — sold by three separate businesses — were on the
market. Asa Griggs Candler acquired a stake in Pemberton's company in 1887 and incorporated
it as the Coca Cola Company in 1888. The same year, while suffering from an ongoing
addiction to morphine, Pemberton sold the rights a second time to four more businessmen: J.C.
Mayfield, A.O. Murphy, C.O. Mullahy and E.H. Bloodworth. Meanwhile, Pemberton's
alcoholic son Charley Pemberton began selling his own version of the product.

John Pemberton declared that the name "Coca-Cola" belonged to Charley, but the other two
manufacturers could continue to use the formula. So, in the summer of 1888, Candler sold his
beverage under the names Yum Yum and Coke. After both failed to catch on, Candler set out
to establish a legal claim to Coca-Cola in late 1888, in order to force his two competitors out
of the business. Candler purchased exclusive rights to the formula from John Pemberton,
Margaret Dozier and Woolfolk Walker. However, in 1914, Dozier came forward to claim her
signature on the bill of sale had been forged, and subsequent analysis has indicated John
Pemberton's signature was most likely a forgery as well.

Coca-Cola was sold in bottles for the first time on March 12, 1894. The first outdoor wall
advertisement was painted in the same year as well in Cartersville, Georgia. Cans of Coke first
appeared in 1955. The first bottling of Coca-Cola occurred in Vicksburg, Mississippi, at the

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Biedenharn Candy Company in 1891. Its proprietor was Joseph A. Biedenharn. The original
bottles were Biedenharn bottles, very different from the much later hobble-skirt design that is
now so familiar. Asa Candler was tentative about bottling the drink, but two entrepreneurs from
Chattanooga, Tennessee, Benjamin F. Thomas and Joseph B. Whitehead, proposed the idea
and were so persuasive that Candler signed a contract giving them control of the procedure for
only one dollar. Candler never collected his dollar, but in 1899 Chattanooga became the site of
the first Coca-Cola bottling company. The loosely termed contract proved to be problematic
for the company for decades to come. Legal matters were not helped by the decision of the
bottlers to subcontract to other companies, effectively becoming parent bottlers. Coke
concentrate, or Coke syrup, was and is sold separately at pharmacies in small quantities, as an
over-the-counter remedy for nausea or mildly upset stomach.

On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of the
drink with "New Coke". Follow-up taste tests revealed that most consumers preferred the taste
of New Coke to both Coke and Pepsi, but Coca-Cola management was unprepared for the
public's nostalgia for the old drink, leading to a backlash. The company gave in to protests and
returned to a variation of the old formula, under the name Coca-Cola Classic on July 10, 1985.

On February 7, 2005, the Coca-Cola Company announced that in the second quarter of 2005
they planned to launch a Diet Coke product sweetened with the artificial sweetener sucralose,
the same sweetener currently used in Pepsi One. On March 21, 2005, it announced another diet
product, Coca-Cola Zero, sweetened partly with a blend of aspartame and acesulfame
potassium. In 2007, Coca-Cola began to sell a new "healthy soda": Diet Coke with vitamins
B6, B12, magnesium, niacin, and zinc, marketed as "Diet Coke Plus”. On July 5, 2005, it was
revealed that Coca-Cola would resume operations in Iraq for the first time since the Arab
League boycotted the company in 1968.

In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of 16-ounce
bottles sold in parts of the southeastern United States. The change is part of a larger strategy to
rejuvenate the product's image. In November 2009, due to a dispute over wholesale prices of
Coca-Cola products, Costco stopped restocking its shelves with Coke and Diet Coke.

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Coca-Cola Revenue Sources

Coca-Cola reports its net revenue in two segments: concentrate operations and finished product
operations. Coca-Cola manufactures and sells syrup to authorized bottlers to make finished
Coca-Cola products and manufacture fountain syrups. This revenue is reported under the
company's concentrate operations. The company also manufactures its own fountain syrups,
manages several bottling operations, and collects revenue on finished products. This revenue
is reported under the finished product operations. While Coca-Cola's net revenues declined 9%
to 8.2 billion in Q3 2018, the company saw concentrate sales grow by 4% due to higher demand
for diet soda this quarter.

How Coca-Cola Works With Bottlers

Coca-Cola has supported the consolidation occurring among its bottlers. Having too many
small independent bottlers created several challenges for the company. Challenges can stem
from micro- to macroeconomic factors and they vary around the globe. When faced with
economic challenges, some smaller, independent bottlers lacked the financial assets to continue
operations and fund necessary investments. When bottlers face financial problems, it creates
logistical and image issues for Coca-Cola.

To solve this problem, Coca-Cola created the Bottling Investments Group (BIG). The goal of
BIG is to identify and help bottling franchises that need financial and institutional support. BIG
targets struggling franchises and provides them with the resources they need to remain a part
of the Coca-Cola franchise network. Coca-Cola then sends in teams of experts and resources
to drive growth and return the franchise to profitability. Once profitability and stability in the
local market is achieved, the company finds a qualified bottler to assume operations.

The BIG program currently operates in 19 countries and is responsible for managing over 25%
of the total system bottling volume. Combined, the BIG program is the largest global bottler in
the company. In 2004, bottlers in the BIG program took in $11 billion in revenue. In Q3 2018,

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Coca-Cola completed refranchising company-owned bottling operations in North America,
which cost $275 million.

The Future

The unique franchise bottling system developed over 100 years ago continues to be a valuable
asset for Coca-Cola. A long-term company goal is to end the BIG program by having zero need
and further consolidate its bottlers. Ideally, bottlers should be profitable and possess the
financial assets to fund investments and help drive growth for the parent company.

As global revenue in sugary soft drinks falls, it will be important to ensure bottlers have the
financial means to transition with consumer tastes. Coca-Cola has set several sustainability
goals to achieve by 2020 that will require commitments from bottlers. These goals include a
reduction in carbon emissions, recycling 75% of the bottles and cans used in developed
markets, improving water efficiency, and returning the equivalent of 100% of the water used
in bottling to communities and nature.

Company’s Strategies

Brand development Strategy. P.Kotler and K.L.Keller (2009) suggest that brands signal a
certain level of quality so that satisfied buyers can easily choose the product again. So Coca
Cola Company to far reach and to manage remaining in the limelight it created Brand
development strategy. This strategy is effective as it has been able to construct, manage as well
as maintain its brand image since yesteryears. As Kotler et. al., (2009) argue, brand loyalty
provides predictability and security of demand for the company and creates barriers to entry
that make it for other firms to enter the market. The brand loyalty is the instrumental in keeping
up company’s brand image. Over the years, Coca Cola has passed several tests of brand
enhancement and the company makes it a point that the products under the banner Coca Cola
continue to invade the minds of the consumers. It involves 4000 customers to test 20 brand
attributes every month.

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With regard to the brand development of Coca Cola Zero, the company came out with an
advertisement, which was quite different from the conventional ones. In this regard, (no calorie
beverage), it has shelled out three types of products:

 Coca Cola Classic;

 Diet Coke;
 Coca Cola Zero.

There are few experts who believe that when Coca Cola had the tag line of “The Real Thing”,
it was really that but with the invention of various categories of coke, the “real thing” changes
to “many things”, and the original flavor is usually lost. Hence, the brand building strategies
should be such that it does not confuse people and is able to retain consumers despite the fact
that several new non alcoholic beverage firms are on the (development strategy of Coca Cola,
finance.mapsofworld.com).

Business Intelligence Strategy. In order to know what consumers prefer it intends to use
Information technology (IT) to monitor the pulse of its customers. According to Information
Week article titled “Coke’s RFID-Based Dispensers Redefine Business Intelligence”, Coke
plans to roll out the Freestyle drink dispenser nationwide which is taking the concept of
customer choice to new heights, and the most interesting aspect is the technology it’s built on.
According to Rainer and Turban (2009), business intelligence (BI) is applications and
technologies for consolidating, analyzing and providing access to vast amounts of data to help
users make better business and strategic decisions. Freestyle will become Coke’s front-line
robotic army for BI, sending massive amounts of consumption data back to the beverage
company’s Atlanta headquarters. The dispensers collect data on what customers are drinking
and how much, and transmit that information each night over a private Verizon wireless
network to Coke’s SAP data warehouse system in Atlanta. Unique byproduct of this BI enabled
dispenser is that Coke can try out new flavors and get back almost real time feedback on the
viability of its success. With a competitive advantage like this, I think it’s a good idea Coke
store its IT details to develop its recipe formula.

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OBJECTIVES OF THE STUDY

 The main objective of the project is to analyze and study in efficient way the current
position of Coca- Cola Company.

 To understand the reasons behind the purchase of Coca-Cola products.

 The study was aimed to perform Market Analysis of Coca-Cola Company & find out
different factors effecting the growth of Coca-Cola.

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PRODUCTION PROCESS

Coca Cola monitor their production processes with sophisticated control equipment and testing
programmes in order to meet and exceed our customers' and consumers' expectations.
quality standards
commitment to producing and bottling high-quality drinks is underpinned by the international
standard ISO 9001 and ISO 22000, as well as by our own Quality and Food Safety policy and
the global standards of The Coca-Cola Company.

Coca Cola have installed electronic bottle inspection equipment on all refillable bottling
production lines to identify and reject even the tiniest irregularity in their beverages.

The process

The production cycle starts with sugar, fruit juices, flavours and concentrate or beverage base.

The finished products will be packaged in PET or glass bottles, metal cans, bag in box or kegs.

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Water treatment

The water used in the production process is subjected to special treatments that ensure the

microbiological safety and the correct concentration of naturally dissolved salts, in compliance

with specific compositional and sensory characteristics.

The syrup

The syrup is prepared in special tanks by dissolving sugar in the treated water, then filtering

the water to remove any impurities. Only after this, this “simple syrup” is mixed

with “concentrate” or the various “basic preparations” used for the various drinks, thus

becoming“finalsyrup”.

A flash pasteurization thermal process ensures that even the most sensitive products will not

alter their sensory characteristics during their shelf life.

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Filling and packaging

The treated and cooled water is mixed with the final syrup and, for sparkling drinks, with the
carbon dioxide that gives the product its characteristic effervescence.

The drink is then ready to be packaged: every hour, tens of thousands of perfectly clean
containers are filled, hermetically sealed, labelled, coded and tested in modern automatic
plants. The glass bottles are placed in boxes, while the nonreturnable glass bottles, PET bottles
and cans go into various multi-packs.

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RESEARCH METHODOLOGY
Research Design-

A research design is a design of a study which defines the study type and consists the blue

prints of collection measurement and data analysis.

In this project the research design was adopted for the “Descriptive research study” is the

exploratory research studies with the main purpose of formulating the problem for more precise

investigation.

Two methods that are used in this study are-

1) The survey of concerning literature

2) The experience study

Data Sources-

Primary data collection-

The following methods are used for the collection of primary data-

 Interview method

 Questionnaire method

Secondary data collection-

The following sources are used for the collection of secondary data-

 Organization’s documents

 Magazines

 Websites

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Data Analysis/ Interpretation

Respondents based Respondents based

on age group on gender
respondents

200
Number of

0 37%
B… 2… 3… Male
Number of 63% Female
10 159 6 1 1
respondents

AGE GROUP & GENDER:

From Figures we can comprehend that 90% of total respondents belong to the age group of 20-
30. This is because most of the consumers that prefer or consume Coca-Cola products belong
to this age group. About 6% belong to age group below 20 and 3% belong to age group of 30-
40, the gender ratio of the total respondents is almost 2:1 (male: female).

4%
Weekly expenditure Frequency of soft
of coca-cola… drink consumption
12% 3% 50-100
50
100-150 0 Series1
81% 150-200

SOFT DRINK CONSUMPTION & EXPENDITURE:

From Figures we interpret that about 48% of the total respondents consume soft drinks rarely
or once a week. About 35% respondents consume soft drinks twice or thrice a week and only
18% consumes soft drinks every day, about 81% of the respondents spend only Rs. 50-100 a
week on Coca-Cola products, which is very low as compared to the global scenario. This
creates a potential growth market for Coca-Cola India. About 12% spends from 100-150 a
week & 7% spend above 150.

Occasions/Reasons Purchasing Portal

for consumption Preference
Festiv Picnic Cine Partie Just
Fe stivals 200
als s mas s like…
Series1 3 4 26 40 104 Super Retail Vend Pubs Multi
mar… s or… &… plex…
Number of respondents Series1 26 103 8 20 20
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REASON FOR CONSUMPTION:
From fig 1, we infer that there is no specific occasion why people purchase Coca-Cola products.
Although some of the advertising campaigns target special occasion or festivals. From Fig 2.9
it is concluded that 59% respondents purchase Coca-Cola without any specific reason. About
23% purchase for the purpose of parties, 15% purchase while watching movies in the cinemas
and only about 4% purchase during festivals and for picnic purposes.

PURCHASING PORTAL PREFERENCE:

From fig 2, we have ascertained that preferred portal for purchase of Coca-Cola products is the
retail shops i.e. 58%. This is probably because not all communities in India have supermarkets
and other purchasing channels present nearby, whereas, we can find retail shops in every
corner.19% prefer to purchase from Supermarkets and Vendor machines. 23% prefer to
purchase from Pubs, Restaurants and Multiplexes.

QUANTITY PREFERENCE:
About 47% of respondents prefer to purchase PET bottle of Coca-Cola Products. About 27%
prefer to purchase glass bottles, 19% prefer Can of 300ml and only 8% prefer 1 & 2 litre bottles
of Coca-Cola.

BRANDING & PRICING:

It is concluded that respondents find Coca-Cola products better than that of Pepsi products.
About 62% respondents said that they find Coca-cola products better than Pepsi and only 38%
supported Pepsi products.

About 62% of the respondent considers the pricing of Coca-Cola much more reliable than that
of Pepsi. About 38% respondents think that Pepsi have better pricing than that of Coca-Cola.

QUALITY & TASTE:

It’s clear that Coca-Cola products have better taste and quality than that of Pepsi. About 73%
respondents consider that Coca-Cola products have very good quality and taste. 27%
respondents consider Pepsi products have better taste and quality.

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 SUGGESTIONS
The suggestions made in this section are based on the market study conducted as part of “Coca-
Cola India”. The suggestions are arranged in order of priority, highest first.

 Perform a detail demand survey at regular interval to know about the unique needs and
requirements of the customer.

 The company should make hindrance free arrangement for its customers/retailers to make any
feedback or suggestions as and when they feel.

 The company should focus to bring some more flavours like health drinks and other low-
calorie offerings. Coca-Cola India can also introduce some fruit based drinks, as it has already
entered the energy drink arena with “Burn”.

 Coca-Cola’s distribution channel is mostly through retail. Whereas the competitors also
concentrates more on the multiplexes, pubs and restaurants. Coca-Cola should try to increase
their distribution in these areas.

 The company must keep a watch on its primary competitors in market in order to be able to
compete with them.

 The company should use new attractive system of word of mouth advertisement to keep alive
the general awareness in the whole market as a whole.

 The company should be always in a position to receive continuous feedback and suggestions
from its customers/ consumers as well as from the market and try to solve it without any delay
to establish its own good credibility.

 A strong watch should be kept on distributors so that the goodwill of the BRAND doesn’t get
affected.

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CONCLUSION

Though there were certain limitations in the study that was conducted. The sample allowed for
some conclusions to be drawn on the basis of analysis that was done on the data collected.

The data has clearly indicated that Coca-Cola products are more popular than the products of
Pepsi mainly because of its TASTE, BRAND NAME, INNOVATIVENESS and
AVAILABILITY, thus it should focus on good taste so that it can capture the major part of
the market. The study also indicated that the consumers are satisfied with the Coca-Cola
products and purchase them without any specific occasions.

In today’s scenario, customer is the king because he has got various choices around him. If
you are not capable of providing him the desired result he will definitely switch over to the
other provider. Therefore to survive in this cutthroat competition, you need to be the best.
Customer is no more loyal in today’s scenario, so you need to be always on your toes.

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