A PROJET REPORT ON

OPPORTUNITY FOR GEORGIA ICED TEA AND COLD COFFEE AS AN ALTERNATE BEVERAGE

IN THE RETAIL SECTORCARRIED AT

DIAMOND BEVERAGES PVT LTD.

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

BYCHETNA KHETAWATRoll No.010401028Session: 2012-2014

Guided by

Prof. Mahua Datta Mr. Prabir Mandal Mr. R. K. Gangopadhyay

Faculty Guide Company GuidesUnitedworld School of Business Diamond Beverages pvt. Ltd

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PREFACE

This study on New Marketing Opportunities for Coca Cola Company’s Georgia brand

is done by Chetna Khetawat as a part of PGPM curriculum from Unitedworld School

of Business with a lot of endurance, hard work, and honesty. The time duration of

this study was two months.

This study involved field task of visiting various retailers in different areas of kolkata

in order to conduct the survey and explain the milestone program to people. As a

consequence, the retailers were convinced to keep the product and also helped a lot

for creating awareness of the brand.

The survey involved a total visit of 155 retailers and vendors personally by me in

order to build awareness among people and convince them to try the product.

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ACKNOWLEDGEMENT

I convey my sincere thanks and deep sense of gratitude to MR. PRABIR MANDAL (Operations Manager for Georgia), Mr. R.K. Gangopadhyay (General Manager for Crystal Springs pvt ltd.) for their inspiring and valuable guidance during

internship. I am also thankful to the entire staff and team of Diamond Beverages pvt

ltd for time to time motivation and valuable suggestions.

Last but not the least, I would like to express my gratefulness to my college mentor

Prof. MAHUA DATTA, the entire staff of the institute and all those people who

directly or indirectly helped me to complete my training in time bound matter.

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DECLARATION

I, Chetna Khetawat declare that this project, titled “OPPORTUNITY FOR GEORGIA ICED TEA AND COLD COFFEE AS AN ALTERNATE BEVERAGE IN THE RETAIL MARKET” conducted at Diamond Beverages Pvt Ltd. is an original work

done by me under the guidance of my company mentors Mr. Prabir Mandal and Mr. R. K. Gangopadhyay. I further declare that it is an original work as a part of my

academic course.

This report neither full nor part has ever been submitted for award of my any other

degree. Also, no chapter of this manuscript in whole or in part is lifted and

incorporated in this report from any earlier work done by others.

Chetna Khetawat.

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APPROVAL OF THE FACULTY GUIDE

This is to certify that the project entitled “OPPORTUNITY FOR GEORGIA ICED TEA AND COLD COFFEE AS AN ALTERNATE BEVERAGE IN THE RETAIL MARKET”

at Diamond Beverages has been carried out by ChetnaKhetawat under my

guidance in partial fulfilment of the diploma of Post Graduate Programme in

Management (PGPM) at Unitedworld School Business for the academic session

2012-2014.

Signatory:

Prof. Mahua Datta

Date:

Place:

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INDEX

TOPIC PAGE NO.

PREFACE 2ACKNOWLEDGEMENT 3

DECLARATION 4APPROVAL OF THE FACULTY GUIDE 5INTRODUCTION TO THE BEVERAGE INDUSTRY 8

OUT OF HOME BEVEAGE INDUSTRY 10INTRODUCTION TO THE COCA COLA COMPANY 11

INTRODUCTION TO COCA COLA INDIA 13PRODUCTS OF THE COCA COLA COMPANY 19

COCA COLA IN READY TO DRINK TEA AND COFFEE 22INTRODUCTION TO THE BRAND GEORGIA 23INTRODUCTION TO DIAMOND BEVERAGES PVT LTD. 28INTRODUCTION TO THE PROJECT 30

PROJECT OBJECTIVES 32PROJECT SPECIFICATIONS 32MARKETING CONCEPTS WITH THE PROJECT 35

QUESTIONAIRE 37ANALYSIS AND FINDINGS 39

ADDITIONAL INFORMATION 46RECCOMENDATIONS 49

PROBLEM STATEMENT 49CONCLUSION 50

ANNEXURES 51

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LIST OF FIGURES

FIGURES PAGE NO.FIGURE 1: BEVERAGE INDUSTRY IN INDIA 8

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

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FIGURE 3: ORGANISATION CHART OF COCA COLA INDA

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FIGURE 4: IGOR ANSOFF MATRIX 36

FIGURE 5: GOODS SERVICE CONTINUUM 37

FIGURE 6: AVERAGE FOOTFALL 39

FIGURE 7: DIFFERENT BRANDS POPULARITY 40

FIGURE 8: BRAND AWARENESS 41

FIGURE 9: PRODUCT POTENTIAL 42

FIGURE 1O: INTEREST BASED ON STALL TYPE 43

FIGURE 11: INTEREST BASED ON AREA 44

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BEVERAGES

Alcoholic Non-Alcoholic

Carbonated Non-Carbonated

Cola Non-Cola Non-Cola

BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHT

In India, beverages form an important part of the lives of people. It is an industry, in

which the players constantly innovate, in order to come up with better products to

gain more consumers and satisfy the existing consumers.

FIGURE 1: BEVERAGE INDUSTRY IN INDIA

The beverage industry is vast and there various ways of segmenting it, so as to cater

the right product to the right person. The different ways of segmenting it are as

follows:

Alcoholic, non-alcoholic and sports beverages

Natural and Synthetic beverages

In-home consumption and out of home on premises consumption.

Age wise segmentation i.e. beverages for kids, for adults and for senior

citizens

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

consumption and low levels of consumption.

If the behavioural patterns of consumers in India are closely noticed, it could be

observed that consumers perceive beverages in two different ways i.e. packaged

beverages are a luxury and that they have to be consumed occasionally. These two

perceptions are the biggest challenges faced by the beverage industry. In order to

leverage the beverage industry, it is important to address this issue so as to

encourage regular consumption as well as and to make the industry more affordable.

Four strong strategic elements to increase consumption of the products of the

beverage industry in India are:

The quality and the consistency of beverages needs to be enhanced so that

consumers are satisfied and they enjoy consuming beverages.

The credibility and trust needs to be built so that there is a very strong and

safe feeling that the consumers have while consuming the beverages.

Consumer education is a must to bring out benefits of beverage consumption

whether in terms of health, taste, relaxation, stimulation, refreshment, well-

being or prestige relevant to the category.

Communication should be relevant and trendy so that consumers are able to

find an appeal to go out, purchase and consume.

The beverage market has still to achieve greater penetration and also a wider spread

of distribution. It is important to look at the entire beverage market, as a big

opportunity, for brand and sales growth in turn to add up to the overall growth of the

food and beverage industry in the economy.

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OUT OF HOME (OOH) BEVERAGE SECTOR:

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

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

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

The demand for fruit-based juices prompted Coca-Cola to enter the juice market with Minute Maid, which is available in two flavours – Nimbu Fresh and Pulpy Orange. In fact, fruit-based drinks will soon surpass soft drinks. One of the largest players in the segment is Dabur’s Real, which holds 50 per cent of the market share. PepsiCo’s Tropicana has 35 per cent chunk of the business.

The beverage market also comprises of the Non packaged drinks and products. The roadside Vendors for friit jices, Lassi, Lemonade etc capture a large part of this industry.

Also, many other Cafés, tea shops etc contribute to this sector. CCDs, Barista, Lavasa, Costa coffee etc are some of the most popular “hangouts” for young people who go there to consume coffee, tea and snacks and talk in the nice and upmarket ambience.

Whereas, many tea house like the Cutting Chai, Tea Junction, Chai point etc as well the regular “nukkad wala chai walas” contribute to this sector.

This market is expanding and there is a great scope of innovation in this sector. People staying out for the entire day for work, studies or other reasons has increased considerably in the past decade which also affects this demand in a positive manner.

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INTRODUCTION:

THE COCA COLA COMPANY: Coca-Cola was invented in May 1886, by Dr. John S. Pemberton in Atlanta, Georgia.

The name "Coca-Cola" was suggested by Dr. Pemberton's bookkeeper, Frank

Robinson, who penned the name “Coca-Cola” in the flowing script that

is famous today. The Coca-Cola Company, today, is the world's largest and most

loved beverage company. Along with Coca-Cola, recognized as the world's most-

valuable brand, the Company markets four of the world's top five soft drink brands,

including Diet Coke, Fanta and Sprite. The 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. Also the company has taken over some of the leading brands of local

beverages in many countries which has not only help it grow its market share and

profits, but also made it a popular brand all over Now operating in more than 200

countries and producing nearly 400 brands, the Coca-Cola system has successfully

applied a simple formula on a global scale: “Provide a moment of refreshment for a

small amount of money- a billion times a day.”

Coca-Cola Company is the 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

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beverage products comprises of bottled and canned soft drinks as well as

concentrates, syrups and not-ready-to-drink powder products. In addition to this, it

also produces and markets sports drinks, tea and coffee. The Coca-Cola Company

began building its global network in the 1920s. Now operating in more than 200

countries and producing nearly 400 brands, the Coca-Cola system has successfully

applied a simple formula on a global scale: “Provide a moment of refreshment for a

small amount of money- a billion times a day.”

The Coca-Cola Company and its network of bottlers comprise the most sophisticated

and pervasive production and distribution system in the world. More than anything,

that system is dedicated to people working long and hard to sell the products

manufactured by the Company. This unique worldwide system has made The Coca-

Cola Company the 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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COCA COLA IN INDIA:

Coca-Cola bottling plant opened in New Delhi in the year 1950. By 1973, 22 bottling

plants were operating in 13 states of India.

But in the year 1977 Coca-Cola company refuse to dilute stake, as per the

government regulations (FERA) then, and it formally withdrew from Country in 1978.

The Coca-Cola Company re-entered India through its wholly owned subsidiary,

Coca-Cola India Private Limited and re-launched Coca-Cola in 1993 after the

opening up of the Indian economy to foreign investments in 1992. An agreement with

the Parle Group gave the Company instant ownership of the top soft drink brands of

the nation. With access to 53 of Parle’s plants and a well set bottling network, an

excellent base for rapid introduction of the Company’s International brands was

formed. The Coca-Cola Company acquired soft drink brands like Thumps Up,

Goldspot, Limca, Maaza, which were floated by Parle, as these products had

achieved a strong consumer base and formed a strong brand image in Indian market

during the re-entry of Coca-Cola in 1993.Thus these products became a part of

range of products of the Coca-Cola Company.

In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-

Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells

concentrate and beverage bases and powdered beverage mixes, a Company-owned

bottling entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd; thirteen

authorized bottling partners of The Coca-Cola Company, who are authorized to

prepare, package, sell and distribute beverages under certain specified trademarks

of The Coca-Cola Company; and an extensive distribution system comprising of the

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customers, distributors and retailers. Coca-Cola India Private Limited sells

concentrate and beverage bases to authorized bottlers who are authorized to use

these to produce the portfolio of beverages. These authorized bottlers independently

develop local markets and distribute beverages to grocers, small retailers,

supermarkets, restaurants and numerous other businesses. Coca-Cola is made up

of 7000 local employees, 500 managers, over 60 manufacturing locations, 27

Company Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling

Operations (FOBO) and a network of 29 Contract Packers that facilitate the

manufacture process of a range of products for the company. It also has a

supporting distribution network consisting of 700,000 retail outlets and 8000

distributors. Almost all goods and services required to cater to the Indian market are

made locally, with help of technology and skills within the Company.

The Coca-Cola Company has invested nearly USD 2 billion in its operations in India

since its re-entry back into India in 1991. The Coca-Cola system in India directly

employs over 25,000 people including those on contract. The system has created

indirect employment for more than 1,50,000 people in related industries through its

vast procurement, supply and distribution system. A National Council of Applied

Economic Research (NCAER) study on the carbonated soft-drink industry indicates

that this industry has an output multiplier effect of 2.1. As an industry which has

strong backward and forward linkages, Its operations catalysis growth in demand for

products like glass, plastic, refrigeration, transportation, and Industrial and

agricultural products. The company’s operations also lead to incremental growth for

enterprises engaged in post-production activities like merchandising, marketing and

sales.

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MANIFESTO FOR GROWTH:

1)VALUES

The values that the employees in the Company are expected to keep up to and work

by regularly are as follows:

LEADERSHIP: To take an initiative and lead, motivate and drive the team

with energy and zeal, to deliver outstanding results.

INNOVATION: To continuously strive for progress and reach the next level of

excellence in everything we do.

PASSION: To be deeply committed and display drive and energy in the quest

to deliver outstanding performance.

TEAMWORK: To unite for greater strength and work collectively as a group

towards the achievement of common goals.

OWNERSHIP: To think and act like owners at all levels; to have decisions

taken at the lowest appropriate level.

ACCOUNTABILITY: To be individually and transparently accountable to our

colleagues for delivering agreed targets and goals.

2) VISION

To provide exceptional strategic leadership in the Coca-Cola India System-resulting

in consumer and customer preference and loyalty, through Coca-Cola’s commitment

to them, and in a highly profitable Coca-Cola Corporate branded beverages system.

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3) MISSION

To create consumer products, services and communications, customer service and

bottling system strategies, processes and tools in order to create competitive

advantage and deliver superior value to;

Consumers as a superior beverage experience

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

drinks

Bottlers as an opportunity to grow profits in volumes

Bottlers as a trademark enhancement and positive economic value added

Suppliers as an opportunity to make reasonable profits when creating real

value-added in an environment of system-wide team work, flexible business

system and continuous improvement

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

development.

4) QUALITY POLICY

“To ensure customer delight, we commit to quality in our thoughts, deeds and

actions by continually improving our processes…Every time.

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

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THE ORGANISATION CHART OF COCA COLA INDIA:

FIGURE 3: ORGANISATION CHART OF COCA COLA INDA

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PRODUCTS OF THE COCA COLA COMPANY:

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

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

TODAY IT IS THE LARGEST SELLING SOFT DRINK BRAND IN INDIA.

Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys. Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993.Available in CANS, PET BOTTLES, GLASS BOTTLES and FOUNTAIN GLASS of various sizes.

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

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

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

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

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

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

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

KINLEY: WATER YOU CAN TRUST AND BE TRULY SAFE AND PURE.

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Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be.Available in PET BOTTLES and JARS.

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

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

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

Newly Launched:

and

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

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

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

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

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INTRODUCTION TO THE BRAND GEORGIA:

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

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

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

Coca cola India used the term Georgia for their Ready to Drink Tea and Coffee in India, due to its huge success in the other Asian countries. While the other brands for coffee either didn’t turn out so successful or wasn’t much heard of in this part of the world.The tea and coffee vending machines of Georgia can be easily spotted out at Mc Donald’s outlets, Subway outlets, Fun cinemas, Inox multiplex and other like places.

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

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PRODUCT DESCRIPTION:

GEORGIA GOLD COFFEE:

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

Flavours and variety:

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

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GEORGIA TEA:

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

Flavours and Variety:

Cardamom Tea Lemon Tea Masala Tea

GEORGIA CHILLED BEVERAGES:

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

Flavours and Variety:

Creamy cold coffee Lemon Iced tea Peach Iced tea

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VENDING MACHINES:

Freshly Roast & Ground Coffee & Premixed Tea Dispensing SolutionBeverages that can be dispensed: Freshly extractedCoffee variants like Cappuccino, Americano.And Premixed Teas, Hot ChocolateRated Capacity: @ 80+ drink of 150 ml per hourDimensions (H x W x D) in inches: 34” x 17” x 20”Rated Power Consumption: 1.4 KW/dayWeight: 53 KGPremix Canister Capacity: 1.5 KGCoffee Bean Hopper Capacity: 1.7 KGNo of Beverages: 7 BeveragesServe Sizes: 90-150 MLBeverage Temperature: 72-84˚C

Premix Coffee & Tea Dispensing Solution:

Beverages that can be dispensed: Premixed coffee, Premixed TeasRated Capacity: @ 4 cups per minuteDimensions (H x W x D) in inches: 25.39” x 14.96” x 21.06”Rated Power Consumption: 0.9 KW/dayWeight: 23 KGPremix Canister Capacity: 1.5 KgNo of Beverages: 4 BeveragesServe Sizes: 60-140 MLBeverage Temperature: 72-84˚C

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Iced Tea & Cold Coffee Dispensing Solution

Beverages that can be dispensed: Lemon or PeachFlavoured Iced Tea, Cold CoffeeRated Capacity: @ 40 cups/hour of 400 ml for 2 peak hoursDimensions (H x W x D) in inches: 28”x 14” x 29”Rated Power Consumption: 3.2 KW/dayWeight: 62 KGPremix Canister Capacity: 1 KGNo of Beverages: 3 BeveragesServe Sizes: 250- 400 MLBeverage Temperature: <7 degree Celsius

Premixes for the vending machines

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

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

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INTRODUCTION TO DIAMOND BEVERAGES PVT LTD.:

Diamond Beverages Pvt Ltd is an Independent private Franchisee of Coca-Cola India manufacturing Soft Drinks, Water, Juices etc. It comprises of two different units viz: Diamond Beverages pvt ltd which produces the carbonated and Non-carbonated beverages like Coca cola, Thumsup, Fanta, Maaza, Minute Maid etc.

And Crystal springs which is a sister concern of Diamond beverage, deals with the manufacturing and bottling of Kinley water and distribution of Georgia products.

Located in Taratala Road of Kolkata, this company covers the manufacturing and distribution of Coca cola products in the central and south of the city as well as the neighbouring towns.

It is one of the 17 Franchisee owned bottling plants of the Coca cola company (FOBO).

There are two FOBO in West Bengal, one being Diamnond Beverages, the other is Bengal Beverages in the Dankuni area of Kolkata. There is just one COBO in West Bengal which is at Siliguri, but it is much smaller in size and capacity then Diamond Beverage.

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PRODUCTS MANUFACTURED AT DIAMOND BEVERAGES:

PRODUCTS MANUFACTURED AND DEALT AT CRYSTAL SPRINGS:

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INTRODUCTION TO THE PROJECT:

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

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

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

OBJECTIVE OF THE RESEARCH:

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

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

3. To analyse the buying behaviour of consumers.

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

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

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

RESEARCH DESIGN:Exploratory Research Design.

RESEARCH DURATION:Two Months.

SAMPLING DESIGN: Convenience Basis.

SAMPLE SIZE AND SAMPLING UNITS:

150 Retail outlets viz;

Fruit Juice Vendors. Lassi Vendors. Soda centres. Variety beverage centres(ice

gola, flavoured water etc) Lemonade vendors.

DATA COLLECTION METHODS:

1. PRIMARY DATA.

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

b) Direct interview with questionnaires to the Customers.

2. SECONDARY DATA

Internet- a) Product and Company Websites. b) Previous News publishes.

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c) Various other reports.

DATA ANALYSIS METHOD:1. Graphical Methods.

2. Explanation with the help of certain Marketing strategies.

AREAS COVERED IN THE SURVEY:

1. Maniktalla

2. New Market

3. New Alipore

4. Park Street

5. Rash Behari Avenue

6. Sealdah

7. Rabindra Sadan

8. Rabindra Sarobar

9. Sarat Bose Road

10.Shyam Bazar

11.Saltlake Sector V

12.Hazra Morde

13.Exide Morde

14.Nandan

15.College Street

16.Dalhousie

17.Golpark

18.Dhakuria

19.Gariahat Market

20.Taratala

21.Camac street

22.Russel street

23.Bara Bazar

24.Girish Park

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25.Bhawnipore

26.Maidan

27.Bagree Market

28.Esplanade

29.Chandni Chowk

30.Central Avenue

31.Aurobindo Sarani

THE PROJECT AS EXPLAINED WITH CERTAIN MARKETING CONCEPTS:

IGOR ANSOFF MATRIX:

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FIGURE 4: IGOR ANSOFF MATRIX

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

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

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

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GOODS SERVICE CONTINUUM:

When we look at the “Goods Service continuum” we can spot that other products of coca cola “Soft Drinks” are more toward pure commodity goods.

These goods like Minute Maid Juices, Carbonated beverages, Kinley water etc. are more of pure goods since it is just packed and dispatched from the manufacturing unit, then the consumer buys it from any store or outlet.

But in case of Georgia Iced tea and cold coffee, it is made right in front of the customer as per his specifications. The premix powders are sold to the retailers, they are explained how to make the product and the retailer makes it as per the customer demand which cannot be possible in the case of a “Pure Good”.

FIGURE 5: GOODS SERVICE CONTINUUM

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QUESTIONNAIRE:

1. Name of the proprietor:

2. Name of the shop:

3. Type of shop:

4. Area:

5. Contact no.:

6. How long are you in this business? 2-3yrs 3-4 yrs 4-5 yrs More than 5 yrs

7. How many glasses on average do you sell per day?

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

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

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

10.Have you heard of Iced Tea and Cold Coffee? Yes No

If Yes do sell any such of the product?

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Yes No

11. Which company first comes to your mind dealing with such products?

HLL Amul Nescafe Lipton Others

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

Yes No

13. What are the potential of such product in your area?

High demand Moderate demand Low demand Very low demand

14. Would you like to take a demo of such product?

Yes No

15.Are you satisfied with our product and want to invest into such product?

Yes No

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ANALYSIS AND FINDINGS

1) Average footfall of customers in the shop

35%

21%

25%

19%

40-60 70-90 90-120 ABOVE 120

FIGURE 6: AVERAGE FOOTFALL

We can see that the Average footfall of the customers is generally “40-60” per day.

The footfall depends upon the location of the stall as well as the variety of items available in it.

Footfall doesnot indicate the sales of the product, it means the no. of people who hold for sometime near the stall, maybe to buy a product, to ask about one, to ask for water maybe. The sales is generally quite lesser than the footfall.

Sometimes due to unavailability of ice or disposable glass, customers donot buy the product. Sometimes there is a group of many friends or likes who go to the vendor but only 1 or 2 of them buy the product, the rest may be interested in some other beverage maybe. This could be Georgia Iced tea or Cold Coffee.

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

HLL AMUL NESCAFE LIPTON OTHERS

12

20

73

2822

Series1

FIGURE 7: DIFFERENT BRANDS POPULARITY

From the above chart we can see that majority of the retailers relate to the brand “Nescafe” for Iced tea or cold coffee. It is basically for the Cold coffee, that these small vendors know of this brand so well. Also, the large scale advertisement of Nescafe has helped it achieve its popularity.

There are a lot of vending machines of “Nestea” n “Nescafe frappe”, in all the leading market and office areas. Even this is one of the reason.

Many vendors knew about the “packaged Iced tea” produced by lipton

HLL and Amul being lesser known brands.

The others included brands like Amazon, Godrej etc.

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

YES NO

21

134

Series1

FIGURE 8: BRAND AWARENESS

As we can see from the above chart, very less number of retailers know about the brand Georgia. Infact, some retailers who have heard of this brand weren’t aware that it is a product of the Coca Cola Company.

This throws light to the lack of advertisement. People should be made aware that this product is available in the market and that it is a part of such a well known company.

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

HIGH27%

MODERATE38%

LOW23%

VERY LOW12%

FIGURE 9: PRODUCT POTENTIAL

On explaining the product features to the vendors and how easy it is to make, most of the retailers agreed that there is demand of such a product in their areas.

As we can see in the graph, that 38% have found its demand to be Moderate i.e. if it is brought in the market, it will definitely work out.

27% have been very optimistic about it. For them, it is a must have product.

While according to the rest, the product might not work well, as it is altofether a new concept and some say, that for having an Iced tea or cold coffee, one needs a nice ambience like a café or at home. The street side might not be the best place for this product.

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

NIMBU PANI FRUIT JUICE VARIETY

STORESODA CENTRE LASSI OTHERS

15

28

11

3

33

16

710

31

1513

YES NO

FIGURE 1O: INTEREST BASED ON STALL TYPE.

Majority of the stores I covered were Lassi centres or Fruit Juice stores.

We can see that in all categories of the stalls, the response is generally positive for the product. The retailers are positive about the product and want to take the demo of the product.

For all types of stalls, 55-70% of the stall owners are interested in the demo except for “others”

The others here mean, Dhabas, small fast food outlets etc. These people aren’t much interested in the product due to lack of time.

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

RASHBEH

ARI TO HAZR

A

GARIAHAT MARKET

SOUTH

CITY M

ALL

EXIDE M

ORE AND VICTO

RIA

CAMAC STREET

SALTL

AKE SEC

TOR V

ESPLA

NADE TO CHANDNICHOWK

NEW M

ARKET

MINTO PARK, EL

GIN ROAD

SEALD

AH

COLLEGE S

TREET

BAGRI MARKET,

BARA BAZAR

DHAKURIA

PARK STREE

T, SHOVABAZA

R

15

11

3 3

89

11

7

3

9

7

5 54

6

8

3 3

0

23 3 3

45

7

4 4

YES NO

FIGURE 11: INTEREST BASED ON AREA

There is a huge difference between how retailers of different areas have reacted to this product.

We can see that Camac street, Esplanade, Saltlake sector V have been quite optimistic and willing to try the product, while Dhakuria, Park street, Southcity area the response is quite mixed.

Retailers at Bagri Market and Bara Bazar were not interested to even listen to the entire product description due to lack of time.

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ADDITIONAL INFORMATION:While doing the survey and talking to various people (retailers as well as customers), I found out many other information which are of importance to the project. Some of these are highlighted below:

Many retailers who were interested in the product also wanted “georgia” or “coca cola” printed glasses from the company along with the premix powders, according to them, this would be a promotion for the company as well as raise the standard of their stall.

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

For the Variety beverage and Gola stores, the main substitute for iced tea and cold coffee turned out to be products like:

RALLI’S and GANESH syrups:

According to many variety retailers, fruit syrups of these brands are available at a cheaper cost, and the number of glasses produced is much more. Also, these are well known and popular brands in this beverage sector.

Brand Price range No. of glasses

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Ralli’s/Ganesh 140-180 65(app)Georgia Iced tea 225 40Georgia Cold coffee 325 33

LOCAL MADE SYRUPS:

Although, these syrups aren’t as popular or good quality like the previous ones, but are easily available at a very low cost and a buyer doesn’t buy having a gola from this syrup at rs.10 rather than buying a rs.20

Iced tea.

RASNA FRUIT POWDER:

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

On talking to many customers, I found out that “hygiene” is one of the main issues for an important class of customers. It is either students, or working professionals who will be more interested in these products. But they wouldn’t take a glass of our product from a Roadside Lemonade vendor or a fruit juice seller. As they aren’t sure if the water is pure and hygienic.

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

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

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

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

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

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RECOMMENDATION:

After considering all the above problems and the scenario in the market. Following are some of the recommendations; I would like to give to the company:

Advertisement should be focussed upon. There is a very small set of people who are aware of the brand “Georgia”, and even if they have heard of it, hardly anybody is aware that it is a product of the coca cola company.

Two shakers should be given to the vendors, for each Iced Tea and Cold Coffee. As sometimes out of carelessness or lack of time, the vendor doesn’t clean the shaker properly and if he had previously made iced tea, and then makes Cold coffee in the same shaker, it spoils the taste; thus, resulting in loss of customers.

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

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

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PROBLEM STATEMENT:

While conducting the market survey, the problems which acted as barriers are

mentioned below:-

Roaming around in the streets in such a hot summer was a challenging job.

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

I faced a lot of Language problem in the beginning, these small retailers were

not able to understand Hindi or English. Had to learn to explain things to them

in Bengali.

Maximum retailers didn’t give me sufficient time to explain me the entire

points.

In the beginning, finding out the locations and areas assigned to me was also

a little troublesome.

Many retailers had their own perception regarding the product, and were not

ready to listen to me.

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

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CONCLUSION:

The Sampling activity and Market Research was a good first step into the area of

Marketing and Sales. It gave good amount of exposure mainly because after being

explained the process, we were given an opportunity to carry out the process

ourselves. It helped in developing a considerable amount of convincing skills,

because, it took a lot of it to convince the retailers to try our product and take the

demo. Also, people had their own perception about the product, clearing which was

a tough task. This even helped in the polishing of communication skills, a must-have

to survive and make it big in the present world. It even gave a good understanding of

behaviour of customers as well as retailers when placed in different situations. I also

came across many of the problems that these retailers face like the “Union

Problems” etc. which we don’t come to know unless we visit the field our self. It was

a good opportunity to work on the skill of patience, as a large number of retailers

were to be dealt with. It helped in developing the kind of relations one needs to

uphold in the corporate world and it helped in building up the right attitude.

As all the points in the above mentioned paragraph, are the must-have skills for

anyone in the field of Marketing and Sales, the training period was a good

experience and a good stepping stone into the real business world.

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ANNEXURE

BIBLOGRAPHY:

www.cocacolaindia.com

www.cocacolacompany.com

www.georgiaindia.com

www.wikipedia/cocacola.com

www.wikimapia.com

www.linkedin/diamondbeveragespvtltd.com

www.redifftimes/oohbeveragesectorindia.com

www.facebook.com/diamondbeverages

www.wikipedia/beverageindustryofindia.com

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THANKYOU

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