coca cola summer report file

8/8/2019 Coca Cola summer report File

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SESSION

2008-10

BRAND ESTABILISHMENT & QUALITY

SUBMITTED TO : SUBMITTED BY:

Management Department Dinesh Singh Yadav

B.V.M.C.T.M. MBA IInd SEM


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ACKNOWLEDGEMENT

This project has been completed with the help of my teachers. So I would Honour and

obliged all my teachers.

First of all I would like to thanks all mighty god because of he has made me

efficient and capable to accomplished my project work. Than after I will be highly

obliged towards my parents, other family members and friends who inspired me and

encouraged me to complete my project work.

Signature

Name : Dinesh Singh Yadav


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CERTIFICATE

This is to certify that Mr. Sunil Rajput has visited our office/Institution for his project

work. During the project work his work and behavior was satisfactory.

Date : . Signature : ...

Place : Gwalior Name : Dinesh Singh Yadav

Office/Institution :B.V.M.C.T.M.


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DECLERATION

It is hereby declared that this report has been written for The fulfillment of Master in

Business Administration at BVM college of technology & Management and Shivpuri

Link Road Gwalior (M.P.) All the information, facts and figures presented are true to the

best of my knowledge and will be solely used for academic purpose.

Date: Dinesh Singh Yadav

Place: MBA IInd Sem.

College : B.V.M.C.T.M.


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INDEX

S.No. Particular Page No.

1. Introduction

2.

3.

4.

5.

6.


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Introduction

Birth of Refreshing Idea Coca-Cola

Dr. John Stith Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta,

Georgia. It was May of 1886 when the pharmacist concocted caramel-colored syrup in a

three-legged brass kettle in his backyard. He first distributed the new product by

carrying Coca-Cola in a jug down the street to Jacobs Pharmacy. For five cents,

consumers could enjoy a glass of Coca-Cola at the soda fountain. Whether by design or

accident, carbonated water teamed with the new syrup, producing a drink that was

proclaimed delicious and refreshing.

Dr. Pembertons partner and bookkeeper, Frank M. Robinson, suggested the name and

penned Coca-Cola in the unique flowing script that is famous worldwide today.

By 1886, sales of Coca-Cola averaged nine drinks per day. The first year, Dr. Pemberton

sold 25 gallons of syrup, shipped in bright red wooden kegs. Red has become a

distinctive colour associated with the no. 1 soft drink brand ever since.

In 1891, Atlanta entrepreneur As a G. Candler had acquired complete ownership of the

Coca-Cola business. Within four years, his merchandising flair helped expand

consumption of Coca-Cola to every state and territory. In 1919, the Coca-Cola Company

was sold to a group of investors for $25 million. Robert W. Woodruff became president

of the Coca-Cola company in 1923 and in his more than six decades of leadership took

the business to unrivaled heights of commercial success, making Coca-Cola an institution

the world over.


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Coca-Cola in India

The Coca-Cola Company returned to India in October 1993 after nearly 16 years to serve

the population of over 800 million. It was in the ancient city of Agra the home of themagnificent Taj Mahal where Coca-Cola was launched with much fanfare and

refreshment history was made. The Indian entity of the Coca-Cola Company has become

the third largest Fast Moving Consumer Goods Company in India and achieved a volume

of approximately 140 million Unit Cases in 1999. A feat made possible through creation

of a well spread and large network of bottling plants. The Coca-Cola Company

understands the beverage business in India better than anyone else does in the country. It

has a holistic understanding of all its aspects including manufacturing, distribution,

quality and research. It is local in the way it is structured and also in the way it markets

its products. An experienced, highly talented and committed core management team

heads the operations of the company.

Focus

The focus of Coca-Cola in India in the last few years has been on four major activities

with a view to making its products available at arms reach.

Organization

The motivated and intelligent workforce remains the greatest strength of The Coca-Cola

Company. Its Human Resource Management practices are increasingly setting new

benchmarks for the industry. It gives responsibility to its people with a freehand andfirmly believes that people perform best when they set their own goals. Personnel

policies and extensive management development and training programs are designed to

provide professional growth and skill advancements. Management trainees from the

countrys leading institutes and specialists with outstanding credentials in their field form

a large percentage of the workforce of The Coca-Cola Companys operations in India. It


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considers its people as its most valuable asset and investment in them. Its most

rewarding outlay. This results in high employees morale and motivation and makes

Coca-Cola, a fun place to work in.

Bottling System

Thousands of companies compete in the international business arena. There are very few

companies who do it using think local, act local approach. At the heart of this is the

bottling system created by the Coca-Cola Company in India. This unique aspect is the

single most important factor responsible for the growing popularity of its brands with the

Indian masses. The bottling strategy included acquisitions to create an integrated

company-owned bottling system. Apart from company owned bottling +units, it also has

an All-India network of locally owned and operated, fGwaliorse bottlers. This forms the

backbone of the soft drink operations of Coca-Cola in India and its brands a local product

to all consumers. The highest standards of product quality and uniformity are maintained

in all plants.

Infrastructure

The Government of India accorded permission to The Coca-Cola Company to invest in

India. More than 70% of Foreign Direct Investment was made in building of new

infrastructure including Greenfield plants units where the entire process from

manufacturing to marketing and distribution of all products of the Company is realised

and also to strengthen existing manufacturing and distribution system. This mammoth

task involved upgrading and expanding production capacity. Large investments in

coolers, glass bottles, plastic cases and trucks have also been made for an effective

logistics and distribution network.


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Besides, the following are the major focus areas concerning Marketing followed in Coca-

Cola India.

Brands

The Coca-Cola Company strives to meet the challenging desires of its consumes by

providing them with its international brands such as Coca-Cola, Diet-Coke, Sprite, Fanta

and Georgia as well as Indias leading soft drink brands that including Thums Up, Limca

and Maaza. The company has also launched its Kinley brand of Soda & Packaged

Drinking Water.


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Innovations

Reaching out to consumers with the message of employment and relaxation is the

business of the Coca-Cola Company. In India it is committed to build aggressively on its

marketing strength to achieve profitable growth through consumer driven, customer

centered sales, advertising and promotional programs coupled with competitive pricing

strategies and efficient distribution methods. Focus has always been on ensuring the

highest standards of product quality and uniformity which helps in the growth of the

Coca-Cola trademark and other trademarks of the Company.

Beliefs

An important part of The Coca-Cola Companys operations in India is its firm

commitment of being a good corporate citizen. This stems from the companys

philosophy that it is appropriate and right to give back to the people and communities that

have been so good to the Company wherever it has done business.

Coca-Cola in India has implemented a host of community development projects in rural

areas. These are in the vicinity of over 20 plants spread across the country. These

projects focus on improving the quality of life through primary education and health

welfare facilities, as well as supporting cultural and sports activities.

The way forward

As good corporate citizens company take pride in being a key player in the economic

development of the country. Company contribute not only to the development of the soft

drink industry, but also to the development of related industries and the economy as awhole. The company is committed to serve the society and continuously strives to

improve the quality of its products and lives of the community where is operates.


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Guiding principles of Coca-Cola India

Company will conduct itself and it business activities with the highest standards of

honesty, integrity and professionalism.

Company recognizes the positive contributions that company make as individuals andteam members to produce its business success.

Company will encourage a learning environment where people can constantly grow,

develop and contribute.

Company will strive for excellence and seek continuous improvement in everything

which company does.

Company will respect all stakeholders, including employees, partners and suppliers

and instill them with a passion to deliver the highest quality goods and services.

Company will foster initiative and creativity by empowering individuals to attain

well-defined objectives.

Mission of Coca-Cola India

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 :

To become worlds premier relationship company that markets and sells branded non-

alcoholic refreshment.

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 and volume.

TCCC as trademark enhancement and positive economic value-added.

Suppliers as an opportunity to make reasonable profits when creating real value-

added in an environment of system-wide teamwork, flexible business system and

continuous improvement.

Coca-Cola India associates as superior career opportunity.

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


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Vision of Coca-Cola India

Provide exceptional strategic leadership in the Coca-Cola India System-resulting in

consumer and customer preference and loyalty, through Coca-Colas commitment to

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

Values of Coca-Cola India

Integrity

We will work with uncompromising integrity, always striving to do what is right. Wewill speak boldly and openly, and our words will be matched or exceeded by our

actions. Each of us will bring our own personal integrity to our daily work, and we

will behave collectively in a way that will make us proud personally.

Relationships

We understand the importance of our relationships with the people and the world

around us. We seek to strengthen those relationships in every decision we make, and

consistently behave in a way that makes us increasingly trustworthy each day.

Compassion

Because relationships exist primarily with people, we must genuinely care about other

people and make a consistent effort to listen to them and understand how they see

things. While we should always take pride in the success of our company, our

understanding of our interdependence with our stakeholders should also keep us

firmly rooted in a foundation of respect and humility.

Environment


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Business Model of Coca-Cola India

Journey of Bottle

The Coca-Cola

Company

Manufactures Concentrate

Bottler/Bottling

Units

Manufactures Finished Bottle/Can,

Fountain Syrup

Customer

Sells & Delivers

Consumer

The Company Manufactures

Concentrate for Sale to Bottlers

& Bottling Units

Bottlers & Bottling Units produce

the final products, and sell and

deliver them to the customers

Trucks Warehouse Production Depalletizing Uncaser

Pre-Inspection

Bottle Washing

EBI

Filling and CrowningDate CodingFinal-InspectionCaserPalletizing

Mixing equipmentSyrup RoomConcentrate Storage

WTP

Sugar

CO2


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Quality Is Our Highest Business Objective

The Coca-Cola Company exists to benefit and refresh everyone it touches. For us,

Quality is more than just something we taste or see or measure. It shows in our every

action. We relentlessly strive to exceed the world's ever-changing expectations because

keeping our Quality promise in the marketplace is our highest business objective and our

enduring obligation.

Consumers across the globe choose our brand for refreshment more than a billion times

every day because Coca-Cola is...

The Symbol of Quality

Customer and Consumer Satisfaction

Responsible Citizen of the World

Quality Commitment

A Commitment As Safe & Strong As Your Vault

People love to speculate about the secret ingredient in Coca-Cola. Some say it could be

ferreted out by simple analytical chemistry. Others are sure they taste a distinctive flavour

base. But most are simply delighted that it makes Coca-Cola, the world's premier soft

drink, taste so consistently delicious.

What's our secret? Well, one secret is locked safely away in a secured vault. But another

is just an arm's length away. It's the consistent quality of Coca-Cola. Wherever we do

business, the Coca-Cola system adheres not only to local and national laws for food

processing and labeling, but also to our own strict standards for exceptional quality.

Everything we do, from the selection of ingredients to the delivery of our finished

products, reflects our commitment to offering you the highest quality products. Let's take

a closer look at that commitment


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The Art Of Concentrate & Syrup Manufacturing

Most of our flavours are produced as concentrates, which are rigorously analyzed to

ensure that they meet quality specifications. Each concentrate lot is coded and packaged,

then shipped on for the next step - the addition of sweetener and water to the concentrates

to produce syrups for our products.

The quality standards are very high. Mixing tanks must be of a specified grade of

stainless steel. The entire syrup manufacturing system must employ hot sanitation.

Precise control over water and sweetener components must be demonstrated. And,

quality control professionals must oversee each step of the process.

Our syrups start with fresh water, treated by using a multiple barrier filtration process to

ensure its quality. In addition to the water and concentrate, sweeteners are added to

produce syrup for most products. Throughout the manufacturing process, we take special

care to ensure that every step - from the selection of ingredients to the calibration of

equipment - adheres to our own strict requirements. The final step is to verify that our

efforts have been successful by testing the syrups for taste and adherence to their

formulae


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A Mixture Of Quality Control Processes

The magic of turning syrup into a finished beverage is the role of bottlers and canners.

They bring together the essential ingredients - syrup, water and carbon dioxide - and

transform them into the essence of refreshment. To do this, many producers now use the

latest in computer technology and statistical process control. It's a modern way to achieve

our one traditional goal - consistent quality.

Because we know that quality cannot be "tested in" to a product, we work tirelessly to

ensure that we make it right the first time. We clearly define the process and control the

inputs and steps in the process so that we can predict the quality of what we produce.

Then, we test our work as a confirmation of our tightly controlled process.

For instance, syrup-to-water ratios (mixtures) are accurately established at production

start-up and are monitored frequently during the production run. Some plants use "in-

line" electronic monitors, which continuously test the ratios and the carbonation of the

beverage. No matter what sophisticated techniques are utilized, frequent taste-testing

confirms that the blending process has produced exactly the right flavour ... the flavour

you expect every time you drink one of our products.

Adding the Sparkle

Adding pure carbon dioxide to the blend, in just the right proportion, puts the "sparkle" in

soft drinks. To ensure we have it right, technicians periodically check production runs


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Packaging That Is As Neat & Clean

The actual beverage aside, even our packaging undergoes, rigorous quality tests. We not

only work with our packaging suppliers to ensure quality in their production, but also

employ our own testing methods. All packages must be free from defects. Cans are

regularly "torn down" to check the quality of liners and seams. Bottles, whether glass or

plastic, must meet standards for finish and uniformity.

Once the packaging has been inspected the filler injects the right quantity of the beverage

and seals it with a can end, metal crown or plastic closure. Each closure application

method must pass regular testing. Metal crowns for glass bottles must be properly

crimped onto the bottle lip. Plastic closures are tested for proper alignment, threading and

torque (how hard you have to twist to get the closure off the bottle). Can ends are

inspected for smooth, uniform application without gaps or leaks.

Checking fill heights or net contents of our products helps to ensure that each package

contains the proper volume. Can fill levels are continuously checked by an electronic

device, which rejects any cannot properly filled. Bottle fill heights are measured

gravimetrically, or by weight. Labeling and graphics for all packages must meet clearly

defined standards.

Every production lot is coded by date and producing facility. Trained route sales people

use this code extensively to provide the freshest, best-tasting product possible. It's our

primary tool for maintaining high quality standards throughout the distribution cycle,

right to you - our consumer.


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A Cent Percent Quality Assurance - For Your Sake

At The Coca-Cola Company, quality is more than just something we taste, or see, or

measure or manage. Quality shows itself in our every action; it encompasses everything

we do. From processing to packaging to pouring, anything less than 100 percent quality is

unacceptable. Our consumers throughout the world deserve the highest quality beverages

we can produce. Every time.

Policy

Quality Assurances Of A Billion

The Coca-Cola Company exists to benefit and refresh everyone it touches.

For us, Quality is more than just something we taste or see or measure. It shows in our

every action. We relentlessly strive to exceed the world's ever-changing expectations

because keeping our Quality promise in the marketplace is our highest business objective

and our enduring obligation.

Consumers across the globe choose our brand of refreshment more than a billion times

every day because Coca-Cola is...


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The Symbol of Quality

Customer and Consumer Satisfaction

Responsible Citizen of the World

Marketing Strategy

Company has adopted a new strategy to get maximum sales and market share. This

practice of increasing volume was given the name of RED, which means Right

Execution Daily. Company thinks that by activation, volume will increase, and if

volume increases profit will automatically come. According to this new strategy of

Marketing, company will focus on its products through merchandising equipment atdifferent outlet across the town. To fulfill its motto, company has appointed Market

Developers, who goes out in the market according to the area given to them; Check

Companys merchandising materials, Check the purity of the Visi Coolers and take

the correct measures and give report to there supervisors. The cheek is being done on

several basis which are:

1. Is Companys Visi Cooler present?

2. Is the Visi Cooler as per standard?

3. Is the graphic of Visi Cooler ok?

4. Is Visi Cooler kept on prime position?

5. Is Visi Cooler in a working condition?

6. Is the light of Visi Cooler working?


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7. Is the Visi Cooler pure?

8. Is the product of Coca-Cola kept in a specified brand order?

9. Are Cola + 3 present inside the Visi Cooler?

10. Are Pet products available?

11. Is there any price communication?

12. Is there any counter display of PET product?

Assurance & Control

Meeting International Certifications Of Assurance

Coca-Cola ensures that the worlds most acknowledged Quality Assurance mechanisms

have tested your drink before you taste your favourite beverage. The Coca-Cola quality

system Assurance layer meets the intent of international standards ISO 9001:2000, ISO

14001 and OHSAS 18001. SGS and Lloyds of London, internationally recognized

registrars, benchmarked The Coca-Cola Quality System against ISO 9001:2000(Quality)

and ISO 14001 (Environmental)


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Systems That Have Controlled Quality Over A Century

The testing and inspection requirements, which have been part of the Companys day-to-

day operations for more than 100 years are strictly adhered to. The operations Division of

Coca-Cola India is governing and supporting each of its bottling units so as to enable

them produce world-class products. The entire system of The Coca-Cola Company is

applicable throughout the bottling operations and is supported with the same technical

and quality tools, systems, procedures and standards. We guarantee that each operation

must achieve the exactly the same end results.

Science behind our quality

A Tour through Our Scientific Manufacturing Processes

The Coca-Cola Company ensures the supreme quality of its beverages by employing

globally accepted and validated manufacturing processes and Quality Management

Systems. Let us now take you through the processes and Quality Assurance Programs

followed by our world-class manufacturing facilities in India


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Testing Source Water For Plant Site Selection

The site for our manufacturing plants are finalized only after the source water has been

tested for all requirements of potable water. The analysis is always conducted by

independent third party accredited laboratories. The source water is then properly

protected and re-tested periodically to ensure that it conforms to international standards.

The water is then drawn through sealed pipelines into the storage tanks placed in secured

water treatment areas of the manufacturing plant.

Water Treatment - Know the Chemistry Of Purity

1. The first step in the process of manufacturing

soft drinks is to disinfect the

water using globally approved chlorination procedures. This ensures that

all micro-organisms including pathogens are destroyed. It also removes

organic and inorganic impurities caused by oxidation of heavy metal ions.

2. The second step is the filtration at the molecular level, which is achieved

either by coagulation/flocculation or reverse osmosis. Contaminants

commonly removed by this process include:

Dirt, clay and any other suspended matter in the water. Microbial

matter (including bacteria, yeast, moulds, virus,

V protozoa).

Heavy metals and compounds which may cause an off-taste. When

coagulation/flocculation is used, colloidal materials and suspended

particles are removed by settling plus enhanced filtration through multi-

media. If needed, alkalinity reduction may also be achieved by lime

softening or ion exchange filters.


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The third step to stop potential contaminants is water purification using

granular activated carbon filters. The granular activated carbon, with its

large and porous surface area, ensures effective

3. Removal of trace levels of organic compounds (including pesticides and

herbicides), colour, off-taste and odour-causing compounds using the

principle of absorption.

4. The last step is polishing filtration, which is passing water through high

efficiency 5-micron filters to ensure every drop of treated water is free

from any activated carbon fines and is safe for use in beverages.

The Purity Of Our Sugar Is Crystal Clear

Our sugar selection process is as stringent as our water purification process. The sugar,

bought from high-grade authorized mills, is cleaned with a globally acclaimed carbon

treatment process. A purified sugar syrup is created which is then blended with the soft

drink concentrate.

Carbon Dioxide Meeting International Purity Standards

We procure carbon-dioxide, meeting international purity standards, from authorized

suppliers. The gas then goes through stringent quality control checks before it used in the

beverage.

All the three primary ingredients used in beverage, the syrup, treated water and carbon-

dioxide, are blended as per The Coca-Cola Company's specifications


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The Automated Bottling Process

We use a fully automated process to recycle the glass bottles returned from the market.

These bottles are sanitized at high temperatures with specially formulated cleaningagents. They are then transported to the filler after a thorough visual inspection. After

they are filled, in a high-speed automated filling machine, the bottles are

capped/crowned, date coded and packed into crates/cartons.

The complete manufacturing process has a well defined and structured Quality Control

and Assurance Program.

All the manufacturing facilities employ qualified, experienced and trained professionals

for manufacturing and testing of our products.

All the bottling facilities follow the Good Manufacturing Practices requirements as

applicable to the food industry. All manufacturing equipment fulfil the stringent

requirements of GMP and sanitary design.

The entire Quality Management system of each plant is documented, managed and

continually improved through a world-wide accepted system of TCCQS (The Coca-Cola

Quality System).


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Internal & External Audit Monitor Compliance Clauses

The Company also has a strong internal audit system that monitors compliance to

international and local standards. The manufacturing facilities are also audited by

accredited external audit agencies that check the

quality management standards.

This internal checks and balances system is applied in all aspects of our business and

gives us the confidence to reassure our promise to consumers every day.

At The Coca-Cola Company, we are committed to delivering high quality products to ourcustomers and consumers throughout the globe. In each and every sip

GOLDEN PEACOCK NATIONAL QUALITY AWARD 2004

Coca-Cola India Division President, Mr. Sanjiv Gupta (seen top, extreme right in the

photograph) receiving the Golden Peacock National Quality Award 2004 along with the

Coca-Cola team at the 15th World congress on Total Quality in Mumbai on January 14,

2005

Hindustan Coca-Cola Beverages Private Limited, Dasna unit, bags the "Golden

Peacock Environment Management Award 2004"

The Dasna unit near Delhi in Ghaziabad has been awarded the prestigious "Golden

Peacock Environment Management Award - 2004 (GPEMA- 2004)" for excellent

environment practices and effective control of environmental impact.


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The Dasna unit won this award in the Food & Beverage Industry category for its

environment practices among hundreds of entries received from across the country. The

annual award winner is decided on the basis of a rigorous assessment procedure, which

includes a visit to the facility by a team of experts.

Speaking on the occasion, Mr. Sanjiv Gupta, Division President and CEO, Coca-Cola

India said, "We are proud to win this coveted award. At Coca-Cola we are committed to

preserve, protect and enhance the environment and this simple belief guides us in

everything that we do. We will continue to further improve our systems and are confident

of making a significant positive impact on our environment in times to come."

The award will be formally presented to the company shortly by Institute of Directors, an

independent body that recognizes the achievements of manufacturing units under the

categories of Environment, Quality and Corporate Governance, in association with World

Environment Foundation (WEF), at an official function during the 6th World Congress

on Environment Management.

The Dasna plant achieved this distinction by adhering to The Coca-Cola Company's

internal global quality program called The Coca-Cola Quality System (TCCQS). TCCQS

not only covers environment management, but also takes into consideration other

business aspects such as safety and loss Prevention (SLP), product quality, packaging

quality, process capability improvement and customer satisfaction. Strict compliance

with TCCQS, often rated as a programme equivalent to the internationally reputed ISO

14001 System, has also enabled all the company-owned bottling plants in the country to

successfully get the coveted ISO 14001 Certification from Det Norske Veritas (DNV).

The award has been granted after a thorough evaluation of Dasna plant's compliance with

a WEF prescribed program assessment format over a period of 1 year from 1st April

2003 to 31st Mach 2004 during which several environmental performance indicators

were monitored and evaluated according to WEF's stringent parameters: energy use,

water use, wastewater discharge, compliance with Government regulations and resource


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utilization. GPEMA has been instituted by the Institute of Directors in association with

World Environment Foundation (WEF) and is designed to encourage and recognize

effective implementation of environment management system. The award is given both in

manufacturing and service sectors.

All India Division COBO's are now ISO 14001 certified

All 25 of the India Division's Company-owned bottling plants have gained the

international standard ISO 14001 Environment Management System certificate.

The ISO 14001 certificate is the internationally recognized standard of Environmental

Management.

A company must demonstrate management commitment, the total involvement of all

employees and a compliance with applicable regulatory and internal company standards.

The Company started its compliance effort in February, 2002 and the Bidadi plant near

Bangalore in the southern State of Karnataka was the first plant to receive this prestigious

accreditation in January 2003.

Strict division compliance with the eKO system ensured that the bottling plants were


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ready to meet the tough evaluation criteria and standards of the ISO auditors.

After only 15 months, when certifying agency Det Norske Veritas completed its audit and

granted the ISO certification to the Patna plant in eastern State of Bihar, every plant in

the Company owned bottling system held the coveted certificate.

"We have been able to achieve this due the unwavering commitment and belief

demonstrated by all our associates in protecting, preserving and enhancing the

environment," says India Division President Sanjiv Gupta.

The India Division Environment Resource Management team guided the plant teams in

implementing systems that helped fulfill the requirements of the ISO Certifying system.

Strict division compliance with the eKO system ensured that the bottling plants were

ready to meet the tough evaluation criteria and standards of the ISO auditors.

The environment management system has resulted in other significant business benefits,

including conservation of resources, increased productivity and reduction of overall

wastages.

The Division is now working hard to extend the ISO footprint across the entire franchisee

owned bottling system as well.


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Vijayawada, March 13, 2004: Hindustan Coca-Cola Beverages Private Limited

(HCCBPL) announced that its Atmakuru unit in Guntur District, Andhra Pradesh has

been awarded the prestigious "Golden Peacock National Quality Award 2003" for

excellent quality standards, high productivity and Community relationships. The award

was given to the company by The Institute of Directors, (IOD) Delhi, an independent

body constituted by eminent industrialists, bureaucrats among others and recognises the

achievements of manufacturing units under the categories of Environment, Quality and

Corporate Governance.

The Atmakuru unit has been judged as the best plant in the Medium Manufacturing

category for Food and Beverage Industry encompassing under Quality processes, among

272 entries received from across the country. The annual award winner is decided using a

long assessment procedure, which also includes a visit to the facility by a team of experts

from IOD.

Commenting on the Award Mr.Ashok Namboodiri - Area General Manager, HCCBPL,

said "We are proud to have received this coveted award. At Coca-Cola, Quality is more

than just something we taste or see or measure. It shows in our every action. We

relentlessly strive to exceed the world's ever-changing expectations because keeping our

Quality promise in the marketplace is our highest business objective and our enduring

obligation."

The unit has received many awards and recognitions for its achievements and

performance. The Pollution Control Board and Government of Andhra Pradesh awarded

"Excellence in Water Conservation and Pollution Control" to the Atmakuru unit in 2003.

The unit certified for ISO 9001, ISO 14001 and is in the final stages of getting certified

for Food Safety Management System (HACCP) from accredited Certification agency

DNV.


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The Coca-Cola Company exists to benefit and refresh everyone it touches

The basic propositions of our business are simple, solid and timeless. When we bring

refreshment, value, joy fun to our stakeholders, then we successfully nurture and protect

our brands, particularly Coca-Cola. That is key to fulfilling our ultimate obligation to

provide consistently attractive returns to the owners to our business.


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Recommendation and Suggestion.

1. There is a need to conduct a training program on sales-men ship for the grocery

shop owners. It is essential keeping in view that most of the grocery shop owners

do not have essential salesmen skills. It is universally acceptable by the Marketing

gurus such as Philip Kotler , that poor sales-men skills do affect the sales figure

of the company.It is also necessary in the light of stiff competition which Coca-

cola has with Pepsi.

(This job of conducting a program on sales-men ship may be assigned to an out

side Management consultant. Soon it is done; it will benefit the coca-cola

company to get rich benefits.)

2. In most of the grocery shops, it was found during survey at Gwalior, that grocery

shop owners dont have essential good display skills.

Marketing experts beliefs that good display of commodity does help in attracting

the customer besides improving the sales of the Products. To our surprise, wefound that none of the grocery shop owner has internal decoration skills of the

shop; they cannot distinguish in keeping other grocery items and coca-cola

products.

(It is suggested that program covering essential tips on shop display may be

carried out by an outside consultant in consultation with Marketing Manager and

Sales Manager of The Hindustan Coca-Cola Beverage Pvt. Ltd. This should cover

all shop keepers keeping coca-cola product at Gwalior.)

3. It is a high time to introduce an award and title BEST OUTLET

AWARD. Certain dimension to access a shop owner for this could be:


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i) Sales

ii) Display

iii) Interest in selling Coca-Cola product.

iv) Proud on selling

v) Increase in sales continuously.

4. There is a need to introduce a scheme of Intensive Award whereby the shop

owner selected for this award will be allowed to visit Brindavan agro pvt. ltd.head

office at Gurgaon.

This will help other shop owners to follow the example of awarded shop owners.

This should be followed by the publication of the visit of these shop owners of

different regions in India in the journal of Brindavan agro pvt. Ltd.

5. There is a need to create decoration corners at strategies location of and Gwalior

and also on highways. This decorative corner of the company should not only

display the products of Coca-Cola Company but also give some experience of

common consumers of Coca-Cola product.

6. A task force may be set up in and Gwalior to find out the Fast moving and slow

moving product of Brindavan agro pvt. Ltd.

(In this an out side management consultant should be given the task with a limited

time frame.)

7. The cold drinks especially the Coca-Cola Company are not only popular in urban

areas but also slowly-slowly penetrating into rural areas at a rapid pace. In fact


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Brindavan agro pvt. ltd.should learn from the experience of ITC Ltd. who

introduced the concept of CHOUPALS to popularize its products. They belief

that there is a good potential in rural area to popularize Coca- Cola products.

Also when a rural person consumes soft drinks, other perceives it with pride. This

reflects the tremendous potential to push sales of Coca-Cola products in rural

areas .

8. During the survey, it was seen that most of the outlet owners were complaining of

shortage of products such as Maaza and Coke during peak season. Maaza has

been able to gain an upper hand in the juice segment as compared to its counter

part i.e. Frooti and Slice. But due to the short supply, the company is loosing its

revenue as well as customer base. So it should be seen that a proper stock should

be maintained in advance during peak season i.e. summer.

9. If possible, the company should carry out on a testing basis the idea of selling

through vendors as is done by Dairyman, Quality and Other Ice-Cream company

seeing the cost benefit analysis.


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CONCLUSION

Coca cola in Gwalior is very successful. Its marketing strategy is also good. In my

summer trainings project i met with a number of retailers of coca cola and i found there

is a good market of coca cola and for its other brands also in Gwalior . coca cola is

providing the proper schemes to the retailers of Gwalior. I found there marketing strategy

which is based on right execution daily plan (RED) which is very effective and creates a

positive image of coca colas brand. The distribution channel is also working properly

according to companys norms which is helping to the sales executives and market

developers of Gwalior in order to fulfill the demand of the retailers . The most important

thing which i found, people are aware about the coca cola and its different brand.


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BIBLIOGRAPHY

Brochure of Coca-Cola India, published by Corporate Affairs, Coca-Cola India.

Kotler Philip, Marketing Management.

Schiffman, L.G. and Kanuk, L.L. Consumer Behaviour.

Personal interview of Distributors and Retailers (Grocery Shop Owners).

Website: www.cokeindialimited.com
http://www.cokeindialimited.com/http://www.cokeindialimited.com/


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ANNEXURE-I

QUESTIONNAIRE

Dear

As a M.B.A Student of B.V.M. College of Technology & Management,

Gwalior, I am doing a summer project on BRAND ESTABILISHMENT &

QUALITY.

I request you to kindly spend few minutes to fill up the following questions.

Your feedback will help Brindavan Agro Pvt. Ltd. to take necessary step to strength

this channel.

Kindly give your frank opinion. I assure that your feedback will be keptCONFIDENTIAL, and data so collected will be used only for academic research.

Thanking you

Yours faithfully

Name of the outlet Dinesh Singh Yadav

Address . (MBA II Student)


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Type of outlet .

(Diamond/Gold/Silver/Bronze)

Tel. No. .

Q1. Do you feel that RGB is a successful system?

YES NO

Q2. Which customer mostly prefers RGB system?

a) Daily customer

b) Credit holder

c) Flying customer

d) Who lives near the Grocery shop

e) Cant say

Q3. Which type of customer prefers PET?

a) Who purchase for future consumption

b) Who wants to consume immediately

c) Who comes in group to enjoy

d) Who organize meeting frequently at there office or house.

e) Above all

Q4. What consideration do you have while keeping Coca-Cola product in your shop?

a) Customer preference

b) Brand name

c) Investment on it

d) Profit margin

e) Scheme given by company or distributor.

Q5. According to you, for selling cola product what is most important?


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a) Price

b) Awareness of people

c) Counter Display

d) Location of shop

e) Availability

Any other. (Record verbatim)

Q6. Which company product you prefer to sale?

a) Pepsi b) Coca-Cola

Any other

Why

Q 7. Do the market developers visit you?

a) Frequently

b) Sometimes

c) Never

Q 8. Are all the schemes are provided to you?

a) Yes

b) No

coca cola summer report file

Documents