Divya Tripathi AIT Report MBA

Download Divya Tripathi AIT Report MBA

Post on 10-Apr-2015

465 views

Category:

Documents

4 download

TRANSCRIPT

<p>1</p> <p>OF</p> <p>The worlds most recognized trademark it is recognized by 94% of the worlds population</p> <p>FOR HINDUSTAN COCA-COLA BEVERAGES PVT. LTD. , PANKI INDUSTRIAL AREA, DADA NAGAR KANPUR.</p> <p>SUBMITTED IN SUMMER TRAINING OF MBA PROGRAMME OF APOLLO INSTITUTE OF TECHNOLOGY</p> <p>KANPUR</p> <p>UNDER GUIDANCE OF: Mr. ADESH TRIPATHI (AREA MARKETING MANAGER)</p> <p>SUBMITTED BY: Divya Tiwari MBA 3rd SEMESTER 2009-2010</p> <p>1</p> <p>2</p> <p>DECELARATIONI Divya Tiwari declare that this project report titled</p> <p>Comparative Survey of Coke vs. Papsi</p> <p>is an original</p> <p>work done by me under the guidance of Mr. ADESH TIWARI (AREA MARKATING MANAGER). I further declare that it is my original work as a part of my academic course.</p> <p>PLACE: KANPUR DATE: Aug. 16th, 2010</p> <p>Divya Tiwari</p> <p>2</p> <p>3</p> <p>INDEXTITLE PAGE AKNOWLEDGEMENT MEANING OF PROJECT INTRODUCTIONCHAPTER 1: PROFILES</p> <p> HISTORY OF THE COMPANY EARLY GROWTH</p> <p> WARTIME DEVELOPMENT RECENT DEVELOPMENTS POSTWAR GROWTH</p> <p>CHAPTER 2: INDUSTRIAL PROFILE SOFT DRINK INDUSTRY IN INDIA COCA-COLA IN INDIA VISION OF COCA-COLA IN INDIA MISSION OF THE COCA-COLA IN INDIA</p> <p>CHAPTER 3: PRODUCT PROFILE SOFT DRINK INDUSTRY IN INDIA COCA-COLA IN INDIA VISION OF COCA-COLA IN INDIA MISSION OF THE COCA-COLA IN INDIA</p> <p>CHAPTER 4: THE COMPETITIVEAREA THE COMPETITIVE AREA AMONG COKE AND PEPSI ADVERTISING 3</p> <p>4</p> <p>CHAPTE 5: MARKET MARKET</p> <p>DEPATME T</p> <p>DEPARTME T</p> <p> SALES PROMOT ON TECHNIQUES OF COMPANY CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS S.G.A PROVIDING COMPANIES</p> <p>CHAPTER 6 INTRODUCTION</p> <p> OB ECTIVE OF THE STUDY R.E.D. CONCEPT</p> <p>PRE SALE CONCEPT ADVERTISEMENTS TARGETED BY COKE PROMOTION BY THE COMPANY</p> <p>CHAPTER- 7 MARKET IMPACT TEAM</p> <p> MIT METHODOLOGY AND DETAILS AFTER MIT ROAD AHEADCHAPTER- 8 OB ECTIVES</p> <p> OB ECTIVES IMPORTANTS OF OPENING NE IDENTIFICATION OF NE PROCESS OF OPENING A NEOUTLETS OUTLET OUTLET</p> <p> DEAL WITH OB ECTIONS &amp;QUERY HORZENTAL E PENTION FLOW CHART</p> <p>4</p> <p>5</p> <p>CHAPTER 9: MATHODOLOGY RESEARCH METHODOLOGY DATA ANALYSIS</p> <p>CHAPTER 10: HYPOTHESIS</p> <p> SWOT ANALYSISCHAPTER 11: CONCLUSION CONCLUSION FINDINGS SUGGESTION</p> <p>CHAPTER 12: QUESTIONAIRE QUESTIONAIRE DECELARATION REFRENCES</p> <p>5</p> <p>6</p> <p>ACKNOWLEDGEMENT</p> <p>Coke, Panki Industrial Area, Kanpur for giving opportunity to associate myself to the worlds largest soft drink company and to carry out my project titled</p> <p>Comparative Survey of Coke vs. Papsi.I am sincerely thankful to Mr. ADESH TRIPATHI (AREA</p> <p>MARKETING MANAGER) under whose guidance I have successfully completed this project and the time spend with constant encouragement,</p> <p>warm response and for filling every gap with valuable ideas that has made this project successful. I would also give special thanks to all the outlet holders to whom, I visited for the support, information, co-operation, advice to complete my project details would also given my sincere thanks to all the staff and the members of Hindustan Coca-Cola Beverages Private Limited.</p> <p>6</p> <p>7</p> <p>MEANING OF PROJECTThe word Project has great specification in the field of management before starting any work we must have an idea about its basic. The meaning of the PROJECT is as follows: -</p> <p>P The word p signify the phenomenon of planning, which deals symbolization and proper arrangement of sen sex and suggestion on respectively in accordance withneed. R It stand for associated with word resource with which guides to promote planning.</p> <p>O This letter stands overhead expenses on unestimated expenses, which occur in manufactures designed or layout of project.</p> <p>J This letter stands for joint efforts i.e. Project work which is undertaking should be completed with a combined effort.</p> <p>E This stands for engineering i.e. worker undertaken is to be employing technical process.</p> <p>C This stands for the phenomenon of constriction on which is more essentially and basic form of work. T This stands for the techniques unless techniques to work is not Known.</p> <p>CONCLUSION: - In general we came to conclusion. That project is systematic conclusion discussed proposed particular subject which, include complete information about required to machine tools, appliances need the various operation required to be done in well sequences.7</p> <p>8</p> <p>INTRODUCTION</p> <p>Coke would rather be long term wiser, than being short term smarter Abraham Ninan Director External Affairs, Coca-Cola, India COCA COLA ENTERPRISES INC.</p> <p>TYPE FOUNDED HEAD QUARTERS</p> <p>: PUBLIC (NYSE:CCE) : 1926 : ATLANTA, GEORGIA, U.S.A.</p> <p>CHIEF EXECUTIVE OFFICER : JOHN BROCK CHIEF FINANCIAL OFFICER : INDUSTRY REVENUE OPERATING INCOME NET INCOME EMPLOYEES : : : : : WILLIAM W.DOUGLAS BEVERAGES $19.800 BILLION USD $1.495 BILLION USD $1.143 BILLION USD 73,000 (APROX)</p> <p>8</p> <p>9</p> <p>CONCLUSIONIn general we came to conclusion. That project is systematic conclusion discussed proposed particular subject which, include complete information about required to machine tools, appliances need the various operation required to be done in well sequences.</p> <p>9</p> <p>10</p> <p>CHAPTER 1</p> <p> HISTORY OF THE COMPANY EARLY GROWTH WARTIME DEVELOPMENT POSTWAR GROWTH RECENT DEVELOPMENTS</p> <p>10</p> <p>11</p> <p>HISTORY OF COCA-COLA</p> <p>T i story begi s i Atl</p> <p>ta, Georgia on May 8, 1886, when a pharmacist</p> <p>called Dr. John Smith Pemberton first mi ed Coca -Cola in his back yard. This formula, which was made from carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola leaves, was brought to the nearby Jacobs Pharmacy where it made its Debut as a soft drink the same day, selling for only 5 cent. His bookkeeper named this drink Coca -Cola after the first two ingredients and the same distinctive script he wrote it in is the same logo they use To this day.</p> <p>In January 1893 Coca-Cola was registered with the U.S. patent office. Later on in 1915 the Root glass company created the famous contour glass bottle for Coca-Cola in 1915.</p> <p>In 1917 Coca-Cola was found to be the worlds most recogni ed trademark with a record of 3 million Cokes sold per day. Unfortunately, John Pemberton fell ill, and did not live to see his products success</p> <p>Sadly, in the first year of Cokes existence, Pemberton and his partner only made $50. Pemberton sold two third of his business in 1888 to cover his losses and keep the business afloat.</p> <p>11</p> <p>12</p> <p>He died later that year, and Mr. Candler, an Atlanta druggist, purchased total interest in Coca-Cola for an unbelievable $2,300 in 1891. In 1891,Candler and his brother formed the Coca -Cola Company.</p> <p>EARLY GROWTH</p> <p>In 1893 Candler registered Coca-Cola as a patented trademark. He also responded to growing concern over the dangers of cocaine by reducing the amount of coca in the drink to a trace. However, he kept some coca extract in Coca-Cola so the name would accurately describe the drink. Candler only had a patent on the name, and not the drink syrup that is, the drinks base, containing all the ingredients minus carbonated water. He figured that keeping the Coca in his formula would le gally allow the company to distinguish its drink from imitations. Other companies also produced soda drink made with cola nut extract. In particular, the Pepsi Cola Company would become Coca -Cola Companys major competitor over the next few decades. Candler also spent more than $11,000 on his first massive advertising campaign in 1892. The Coca-Cola logo appeared across the country painted as a mural on walls; displayed on posters and soda such as calendars and drinking glasses. In addition, Candler was the first person ever to use coupons to gain customers for a product. He distributed flyers offering free soda fountain glasses of Coca -Cola to people visiting his drugstore. In 1894 the Coca-Cola Company opened its first Coke syrup production plant outside of Atlanta, in Dallas Texa. That same year a candy storeowner in Vicksburg, Mississippi installed bottling machines and produced the first bottled Coke. It had previously been sold only at soda fountains. By 1895 the drink was sold in all U.S. states and territories.12</p> <p>13</p> <p>In 1899 lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga, Tennessee, bought the exclusive right to distribute Coke syrup to bottles throughout most of the country for only on dollars, at the</p> <p>time, Candler saw little profit in bottling and was more than willing to give up that part of the business. In 1915 the Root Glass Company created a couture glass bottle for Coke, its design based on the curvature of a coca bean. This bottle design became a Coke trademark worldwide. The same ye ar, Candler retired from the company, passing it on to his children and moving into polities. He was elected mayor of Atlanta in 1916. In 1919 the Candler family sold Coca -Cola to businessman Ernest Woodruff of Columbus, Georgia, for $25 million. Woodruff son, Robert, was elected company president in 1923. Robert Woodruff was a skilled marketer and he put more of the companys resources into market research than manufacturing Coke.</p> <p>WARTIME DEVELOPMENTDuring World War II (1939-1945), Woodruff also boosted</p> <p>Cokespopuler image in the United States by pledging that his company would provide Coke to every U.S. soldier. The company did not limit itself, however, to only doing business that would increase its success in America . In the period leading up to the war, between 1930 and 1936, it had set up a division of the company in Germany, and it continued that venture during the war. It recreated its image as a German company and allowed the Germans to produce all but two, secret, Coca-Cola ingredients in their own factories. In 1941 the German companys president, Max Keith, developed Fanta orange soda using orange flavoring and all the German -made Coke13</p> <p>14</p> <p>ingredients. The Coca-Cola Companys wartime efforts helped it expend its global market, often with the economic support of the U.S. government. By the end of the war in 1945, it had established 64 overseas bottling plants. The same year the company registered a patent on Coca -Colas popular nickname, COKE.</p> <p>POSTWAR GROWTHIn 1955 Robert Woodruff retired as the Coca-Cola Companys president. Candler and Woodruff are remembered as the two most important figures in the companys early growth, both for their contributions to the company and their considerable fortunes donated to the city of Atlanta. After Woodruff departure, the company began to diversify by producing new products, acquiring new business, and entering new international markets. In 1960 the Coca-Cola Company purchased the Minute Maid Corp. producer of fruit juices and began offering Coke in cans. Between 1960 and 1963 it also launched four new soft drink in the United States: Fanta, an orange soda; Sprite, a lemon-lime soda; Diet Cola; Diet grapefruit-flavored soda. In 1964 the company acquired the Duncan foods crop. In 1967, it created the Coca-Cola foods division by merging its Duncan and Minute Maid operations. In the late 1960s, Coca-Cola faced difficulties in some of its foreign markets. When the company built a bottling plant in Israel at the outset of the Arab-Israel War, the governments of all Arab League nations banned the production and sale of Coke. A year later the company withdrew from its markets in India when that countrys government requested that Coca Cola reduces its equity in joint ventures to 40 pe rcent. The company refused to relinquish so much control over those operations.</p> <p>14</p> <p>15</p> <p>In 1977 Coca-Cola began packaging Coke and other drinks in two liter plastic bottles. The popularity of these large bottles grew over time,</p> <p>and their sales earned the company new project, primarily in small specialty and convenience stores. In 1982 the company introduced Diet Coke, which soon becomes the best-selling diet soft drink in the world. Also in 1982, Coca-Cola purchased the motion-picture company, Columbia Picture Industries, also know as Tri-star Pictures, for almost $700 million. Two year later, the company sold off its Columbia holdings and other media acquisitions to Sony Corporation for over $1.5 billion. By 1984 Pepsi-Cola had gained on Cokes previous do mination of the U.S. market to the point that the two had almost equal sales. In an attempt to return market dominance, the company attempted the first -ever reason of the original Coke recipe. The American public largely rejected New Coke, and so the company quickly returned to also producing the old recipe under the name Coca -Cola classic.</p> <p>RECENT DEVELOPMENTSIn 1986 The COCA-COLA Company consolidated all of its no franchised U.S. bottling operating as Coca-Cola Enterprise, Inc. The new company began acquiring independent bottling companies, a venture that grew into the worlds largest bottle of soft drinks by 1988, while Coca -Cola Enterprise distributes over half of all Coca-Cola products in the United</p> <p>States, small franchises businesses continue to bottle can and distribute the companys drink worldwide.</p> <p>15</p> <p>16</p> <p>In 1987 The Coca-Cola Company was fisted in the prestigious Dow Jones Industrial Averages index of stock market performance. Its stock is traded on the New York Stock Exchange. Coca Cola and Pepsi Company</p> <p>products occupied nine of the top ten spots in the U.S. soft drink market in themed-1990s.</p> <p>Worldwide, Coca-Cola ranked first in soft drink sales, and the company earned almost 80 percent of its profits from international sales.</p> <p>16</p> <p>17</p> <p>CHAPTER 2 SOFT DRINK INDUSTRY IN INDIA COCA-COLA IN INDIA VISION OF COCA-COLA IN INDIA MISSION OF THE COCA-COLA IN INDIA</p> <p>17</p> <p>18</p> <p>SOFT DRINK INDUSTRY IN INDIAINTRODUCTIONThe Indian Soft-Drink Industry is a 3500 crore rupee Industry comprised of consumers throughout the country, and of all ages. The industry has been comprised of all Indian Soft-Drinks manufactures and the multinational Coca-Cola up to 1976. From 1976 to 1989, the industry only comprised of Indian manufacturers namely, Parle, Campa-Cola and Dukes. Decades of 90s have brought changes in Government Policies of liberalization, which has helped user in two huge American Multinational Pepsi-Cola international and Coca-Cola .</p> <p>THE CHRONOLOGY OF SOFT-DRINK SCENARIO IN INDIA</p> <p>1977Refusing to dilute its equity stake, Coca-Cola winds up it operations in the country.</p> <p>Thums-Up from Parle and Campa-Cola from Pure Drinks launched.</p> <p>18</p> <p>19</p> <p>1986An application for a soft drink cum snack food joint venture by Pepsi. Voltas and Punjab agro is submitted to the Indian Government.</p> <p>1988Final approval for the Pepsi food limited project granted by the Cabinet committee on economic affairs of the Rajeev Gandhi Government.</p> <p>Coca-Cola South Asia Holding Incorporation of the U.S. files an application to manufacture soft drinks concentrate in Noida (Delhi) free trade zone.</p> <p>1990Pepsi Cola and 7 Up launched in limited market in North Indian.</p> <p>The Government clears the Pepsi Project again but with the brand name changed to Lehar Pepsi. Simultaneously, it also rejects the application of Coke. Ci...</p>