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SUMMER TRAINING PROJECT REPORTON
The impact of Distribution & supply focus withThe impact of Distribution & supply focus with
E&D OutletsE&D Outlets
Submitted for the partial fulfillment for the award of e!ree of
Ma"ter of #u"ine"" Admini"tration
BY
GAURA$ RAI
M#A II %EAR(Maretin!"
RO&& NO' ()**((+,*(,
Under the !uidan-e of M#$#%M 'N)
M$*%+'T% Y%D%+
DE,%#TMENT O- B.'NE %DM'N'T#ET'ON
.N'+E#'TY O- /.0*NO1
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D E 0 / % # % T ' O N
I. the under"i!ned. hereb/ de-lare that the Pro0e-t Report entitled T)E 'M,%0T O-T)E 'M,%0T O-
D'T#'B.T'ON & .,,/Y -O0. 1'T) E&D O.T/ETD'T#'B.T'ON & .,,/Y -O0. 1'T) E&D O.T/ETwritten and "ubmitted b/ me to
the EPARTMET O1 #USINESS AMINISTRETION &U. &u-2now in partial
fulfillment of the re3uirement" for the award of de!ree of Ma"ter of #u"ine""
Admini"tration under the !uidan-e of MR4 RAM SING5 and MS46A$ITA %AA$
i" m/ ori!inal wor2 and the -on-lu"ion" drawn therein are ba"ed on the material
-olle-ted b/ m/"elf4
,lace 2 /ucnow 7Name8
ate9 GAURA$ RAI
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%0*NO1/EDEMENT
:e thin2 if an/ of u" hone"tl/ refle-t" on who we are. how we !ot here. what
we thin2 we mi!ht do well. and "o forth. we di"-o;er a debt to other" that "pan"
written hi"tor/4 The wor2 of 5O and all the fa-ultie"< member" of the
epartment O1 #u"ine"" Admini"tration. Uni;er"it/ of &u-2now to ta2e
intere"t and !uide me for thi" re"ear-h report4 :e belie;e it=" appropriate to
a-2nowled!e all of the"e un2nown per"on"> but it i" al"o ne-e""ar/ to
a-2nowled!e tho"e people we 2now ha;e dire-tl/ "haped our li;e" and our
wor24
I am al"o than2ful to M$ #%M 'N)3 (T/3 )'ND.T%N 0O0%0O/%
+%#%N%'". and Ms$ *%+'T% Y%D%+ (MD"and hi" all team Co-a Cola.
$arana"i. who helped me durin! thi" trainin! period4
At la"t. I would li2e to than2 M/ God. M/ Parent" and m/ friend" for all the
"upport and ble""in!" that wa" re3uired for -ompletion of thi" pro0e-t4
Gaura; Rai
Master Of Business %4ministration
(567897:"
T%B/E O- 0ONTENT
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Executive summary
Preface
Objective of the project
Chapter (9 Introduction(4(5indu"tan Co-a Cola P;t4 &td(4+ Soft rin2 Mar2et in India(4? Produ-t" of Co-a Cola(4? Si!nifi-an-e of the Stud/
Chapter +9 Re;iew of the &iterature+4(Re;iew of re"ear-her"+4+ Some important &iterature Re;iew"
Chapter ?9 Re"ear-h Method" and Pro-edure"?4( Purpo"e of the Stud/?4+ Re"ear-h e"i!n?4? Re"ear-h @ue"tion"?4) ata Colle-tion?4 In"trument" u"ed?4B Pro-edure"?4 &imitation"
Chapter )9 ata Anal/"i" and 1indin!")4(Re;iew of Methodolo!/)4+ Re"ult" of Re"ear-h @ue"tion")4? Summar/ of the 1indin!"
Chapter 9 Su!!e"tion" D Con-lu"ion"5.1 Suestions
5.2 conc!usions
Bibliography
Annexure
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E;E0.T'+E .MM%#Y
A" I ha;e -ho"en the title T)E 'M,%0T O- D'T#'B.T'ON &T)E 'M,%0T O- D'T#'B.T'ON &
.,,/Y -O0. 1'T) E&D O.T/ET.,,/Y -O0. 1'T) E&D O.T/ET In thi" I ha;e to anal/e the
-omparati;e "ale. awarene"" of brand" and brand" lo/alt/ of -u"tomer". their
thin2in! about Soft drin2 produ-t"4 :hi-h are the produ-t" the/ often bu/F :h/
the/ bu/ a parti-ular -ompan/ produ-t"4 :hi-h -ompan/ i" the mo"t fa;orite
amon! them4
Cu"tomer" are ma0or "our-e of earnin! for the -ompan/4 So it i"
ne-e""ar/ to 2now about their need and how -an we !i;e them $alue Of Mone/H4
So I am tr/in! to 2now what produ-t the/ li2e to bu/ more often4 #/ 2nowin! all
the"e we -an in-rea"e footfall and will al"o help in enhan-in! the "ale4 There are
"ome produ-t" whi-h are bou!ht alwa/" the/ are non'"ea"onal4 Therefore b/ thi"
pro0e-t I want to !ain rea"onin! about e;er/ pro" and -on" related with Soft drin2
produ-t"4 And would li2e to rai"e the "ati"fa-tion le;el of both Retailer" and
-u"tomer"4
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,#E-%0E
A pro0e-t i" a "-ientifi- and "/"temati- "tud/ of real i""ue" on a problem with the
appli-ation of mana!ement -on-ept and "2ill"4 The "tud/ -an deal with "mall or bi!
i""ue" in an/ di;i"ion of an or!aniation4 It -an be -a"e "tud/ where a problem ha"
been dealt with. throu!h the pro-e"" of mana!ement4 The e""ential e3uipment of a
pro0e-t i" that. it "hould -ontain "-ientifi- -olle-tion of data. anal/"i" and
interpretation of data leadin! to ;alid -on-lu"ion4
Summer Trainin! i" an e""ential part in M#A -urri-ulum4 It enable" the "tudent to
"hare the real eperien-e in indu"tr/4 M/ "ummer trainin! ha" pla-ed in
5INUSTAN COCO CO&A. $ARANASI for the period of Ei!ht wee2" in
$ARANASI. U4P4
The topi- of m/ pro0e-t wa" T)E 'M,%0T O- D'T#'B.T'ONT)E 'M,%0T O- D'T#'B.T'ON
&.,,/Y -O0. 1'T) E&D O.T/ET&.,,/Y -O0. 1'T) E&D O.T/ET M/ trainin! at Co-a Cola
had been learnin! and wonderful eperien-e -on"tantl/ addin! to m/ 2nowled!e4 I
had !ot the opportunit/ of !ettin! pra-ti-al in"i!ht into the bu"ine"" world. whi-h
enable" me to "upplement the prin-iple" of mana!ement with -riti-al wor2in! of
thi" well e"tabli"hed. e"teemed and leadin! or!aniation4 I ha;e al"o learned how to
ameliorate m/ theoreti-al 2nowled!e into pra-ti-al a"pe-t"4
I ha;e tried to put m/ utmo"t and be"t effort to ma2e thi" pro0e-t a learnin! and
reall/ u"eful to -ompan/4
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0hapter97
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'NT#OD.0T'ON TO O-T D#'N* 'ND.T#Y
The main produ-tion of "oft drin2 wa" "tored in (,?*? The term L"oda waterL fir"t -oined4
7?76 1ir"t U4S4 patent i""ued for the manufa-ture of imitation mineral water"4
7?7> The L"oda fountainL patented b/ Samuel 1ahne"to-24
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7?8: The fir"t bottled "oda water in the U4S4
7?:6 A manual hand D foot operated fillin! D -or2in! de;i-e. fir"t u"ed for bottlin! "oda
water4
7?:7 Gin!er ale -reated in Ireland4
7?@7 The term LpopL fir"t -oined4
7?=A The fir"t i-e'-ream "oda "old4
7?=@ Root beer ma"" produ-ed for publi- "ale4
7??7 The fir"t -ola'fla;ored be;era!e introdu-ed4
7??: Charle" Aderton in;ented Lr PepperL in :a-o. Tea"4
7??@ r4 John S4 Pemberton in;ented LCo-a'ColaL in Atlanta. Geor!ia4
7?>5 :illiam Painter in;ented the -rown bottle -ap4
7?>? LPep"i'ColaL i" in;ented b/ Caleb #radham4
7?>> The fir"t patent i""ued for a !la"" blowin! ma-hine. u"ed to produ-e !la"" bottle"4
7>78 Ga" motored tru-2" repla-ed hor"e drawn -arria!e" a" deli;er/ ;ehi-le"4
7>7> The Ameri-an #ottler" of Carbonated #e;era!e" formed4
7>56 The U4S4 Cen"u" reported that more than .*** bottler" now ei"t4
Early 7>56s The fir"t automati- ;endin! ma-hine" di"pen"ed "oda" into -up"4
7>58 Si'pa-2 "oft drin2 -arton" -alled L5om'Pa2"L -reated4
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7>5> The 5owd/ Compan/ debuted it" new drin2 L#ib'&abel &ithiated &emon'&ime Soda"L
later -alled L upL4 In;ented b/ Charle" &eiper Gri!!4
7>8A Applied -olor label" fir"t u"ed on "oft drin2 bottle". the -olorin! wa" ba2ed on the fa-e
of the bottle4
7>:5 The fir"t diet "oft drin2 "old -alled the LNo'Cal #e;era!eL a !in!erale "old b/ 6ir"-h4
7>:= The fir"t aluminum -an" u"ed4
7>:> The fir"t diet -ola "old4
7>@: Soft drin2" in -an" di"pen"ed from ;endin! ma-hine"4
7>@@ The Ameri-an #ottler" of Carbonated #e;era!e" renamed The National Soft rin2
A""o-iation4
7>=6 Pla"ti- bottle" are u"ed for "oft drin2"4
7>=8 The PET 7Pol/eth/lene Terephthalate8 bottle -reated4
7>=A The "ta/'on tab in;ented4 Introdu-ed b/ the 1all" Cit/ #rewin! Compan/ of &oui";ille.
6%4
7>=> Mello %ello "oft drin2 i" introdu-ed b/ the Co-a Cola Compan/ a" -ompetition a!ain"t
Mountain ew4
7>?7 The Ltal2in!L ;endin! ma-hine in;ented4
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#%1 M%TE#'%/ .ED 'N O-T D#'N*
There are different t/pe" of raw material" u"ed in different "oft drin2"4 Mo"t of the raw
material" are a" under9
7$ 1ater2
The "imple "weetened "oft drin2 -ontain" about * of water. while in diet drin2"> it
-ontain" of water4
5$ -laCour2
1la;our i" of !reat importan-e in "oft drin24 E;en water from different pla-e" ha" different
ta"te4 The fla;our for ta"te added -an be natural or artifi-ial. a-idi-. -affeine4
8$ %rtificial -laCour2
The"e are the fla;our" manufa-tured from natural etra-t"> thi" i" u"ed to !i;e !reater -hoi-e.
in ta"te to -on"umer"4
A$ %ci4s2
A-id" li2e -itri- a-id D pho"phori- a-id are added to !i;e refre"hin! tartne"" or bite D help
in pre"er;in! the 3ualit/ of a drin24
:$ Natural -laCours2
The"e are the fla;our". whi-h are etra-ted from fruit". ;e!etable". nut". bar2". lea;e" et-4 in
"oft drin2 -ontainin! natural fla;our" D fruit 0ui-e4
@$ 0affeine212
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Caffeine ha" "pe-ial 2ind of ta"te ma2e" the ta"te of "oft drin2 a ro/al one4 Caffeine wa"
added to "oft drin2 from it" introdu-tion to a -ommer-ial mar2et but now -affeine free "oft
drin2" are al"o a;ailable4 It" 3ualit/ i" than -ompared with "ame amount of -offee4
=$ 0arbon Dioi4e2
Carbon ioide i" a -olorle"" D "mell le"" !a". whi-h i" added to -old drin2 to !et bubble D
it al"o help in 2eepin! drin2 "tron! D fre"h4
?$ 0olour2
Alon! with ta"te of "oft drin2 i" al"o of ;er/ important. the -ompan/ trie" to maintain both
ta"te D -olour of the "oft drin2 e;er/ where in the world4
>$ u!ar2
Su!ar "/rup i" added to the drin2 at around de!ree C* to the pure drin2in! water.
thi" i" to ma2e "oft drin2 ta"te "weet4 E;en artifi-ial "weetne"" i" al"o u"ed4
D'T#'B.T'ON O- O-T D#'N*
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The "oft drin2" -an be di"tributed on the ba"i" of two -on-ept"4
(4 i"tribution a--ordin! to ta"te4
+4 i"tribution a--ordin! to -on"umption4
7$ Distribution accor4in! to taste2
The "oft drin2" -an be di"tributed in Cola D non K -ola
ta"te4 Non -ola ta"te -on"i"t of drin2 of oran!e. lime. man!o et-4 D lime ta"te
-an further di;ided in to -loud/ lime D -lear lime4
The pie dia!ram "how" the mar2et -aptured b/ different ta"te4 Oran!e
ta"te mar2et i" o--upied b/ brand" li2e 1anta. Mirinda Oran!e D Cru"h4 Man!o
ta"te mar2et o--upied b/ brand" li2e Sli-e. Maaa. Man!ola4 Cloud/ lime ta"te
i" o--upied b/ brand" li2e &im-a. Mirinda &ime et-4
Clear lime ta"te i" o--upied b/ UP. Sprite. Canada r/ et-4 Thi" i" ba"i-all/
produ-ed in !reen bottle a" "unli!ht "poil" the ta"te of the drin2"> it" -olour i"
tran"parent li2e water4
5$ Distribution accor4in! to the consumption2
,* of "oft drin2" are -on"umed on the "pot. where it i"
"old at pla-e li2e -inema". railwa/ "tation" et-4 Other +* of the mar2et of "oft
drin2 i" -on"umed at home or other pla-e"4
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0ON.M,T'ON O- O-T D#'N* 'N 'ND'%
India i" one of the lowe"t "oft drin2 -on"umin! -ountrie" in the world4
A--ordin! to per -apita in India i" bottle" per /ear. while hi!he"t -on"umption
in USA of ,** bottle" per /ear4
&ower. &ower middle D upper middle -la"" -on"ume ( of "oft drin2 mar2et4
D'T#'B.T'ON .NDE# M%/E %ND -EM%/E
0%TEO#Y
15
Bran4s #s$ (0rore"
Thum" Up ()*
Co2e (?*
&im-a (*?*
1anta B**
6inle/ )*
Sprite )**
Maaa ?*
UP +*
Mirinda +(*
Pep"i (+
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1#
Bran4s #s$ (0rore"
Thum" Up ()*
Co2e (?*
&im-a (*?*
1anta B**
6inle/ )*
Sprite )**
Maaa ?*
UP +*
Mirinda +(*
Pep"i (+
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#O1T) %ND 'E O- M%#*ET
1$
Year No of Bottles pro4uce4 (million"
(, (B,
(* +**
(( +(
(+ +)*
(? +,**
() ?***
( ?+)*
(B )***
( ))*
(, )+*
( B*
+*** B),*
+**( ***
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The -on"umption dia!ram !raph of "oft drin2 ha" ne;er. de-rea"e4 If on-e. it ha"
in-rea"ed4 It i" in-rea"in! at +) K + per /ear4
E;en in India the mar2et i" -on"tantl/ !rowin! in (?. the people of
India -on"ume onl/ *4 lthead. while in ( it in-rea"ed from *4 to *4?
lthead. in ( it wa" (4() lthead D in +**( it wa" (4B+ lthead4
1%
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M%#*ET )%#E 'N 'ND'%
The two !lobal ma0or" Pep"i D Co-a K Cola dominate the "oft drin2 indu"tr/
mar2et4
Co-a K Cola. whi-h had winded up it" bu"ine"" from India durin! the
introdu-tion of IERA re!ime reentered in India after (B /ear" letter in (?4
Co-a K Cola ha" a-3uired a ma0or "oft drin2 mar2et b/ bu/in! out lo-al brand"
li2e Thum" up. &im-a D Gold Spot from Parle #e;era!e"4
Pep"i althou!h "tarted a -ouple of /ear" before Co-a K Cola in ((. ri!ht now
it ha" lower mar2et "hare4 It ha" brou!ht o;er Mumbai ba"ed u2e" ran!e of
"oft drin2"4
#oth Cola manufa-ture" Pep"i D Co-a K Cola -ome up with their own mar2et
"hare D -laim to ha;e in-rea"ed their "hare4
#rand Name Mar2et Share 7or! fi!ure8 Mar2et Share 7IMR#8
Pep"i )( )
Co-a K Cola ),
Other #rand" + ?
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'ND.T#Y ,#O-'/E
% B#'E- 'N')T 9 T)E -M0 'ND.T#Y 'N 'ND'%
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1a"t Mo;in! Con"umer Good" 71MCG8. al"o 2nown a" Con"umer
Pa-2a!ed Good" 7CPG8 are produ-t" that ha;e a 3ui-2 turno;er and relati;el/
low -o"t4 Con"umer" !enerall/ put le"" thou!ht into the pur-ha"e of 1MCG thanthe/ do for other produ-t"4 The Indian 1MCG indu"tr/ witne""ed "i!nifi-ant
-han!e" throu!h the (*"4 Man/ pla/er" had been fa-in! "e;ere problem" on
a--ount of in-rea"ed -ompetition from "mall and re!ional pla/er" and from
"low !rowth a-ro"" it" ;ariou" produ-t -ate!orie"4 A" a re"ult. mo"t of the
-ompanie" were for-ed to re;amp their produ-t. mar2etin!. di"tribution and
-u"tomer "er;i-e "trate!ie" to "tren!then their po"ition in the mar2et4
#/ the turn of the +*th -entur/. the fa-e of the Indian 1MCG indu"tr/
had -han!ed "i!nifi-antl/4 :ith the liberaliation and !rowth of the Indian
e-onom/. the Indian -u"tomer witne""ed an in-rea"in! epo"ure to new
dome"ti- and forei!n produ-t" throu!h different media. "u-h a" tele;i"ion and
the Internet4 Apart from thi". "o-ial -han!e" "u-h a" in-rea"e in the number of
nu-lear familie" and the !rowin! number of wor2in! -ouple" re"ultin! in
in-rea"ed "pendin! power al"o -ontributed to the in-rea"e in the Indian
-on"umer"= per"onal -on"umption4 The realiation of the -u"tomer=" !rowin!
awarene"" and the need to meet -han!in! re3uirement" and preferen-e" on
a--ount of -han!in! life"t/le" re3uired the 1MCG produ-in! -ompanie" to
formulate -u"tomer'-entri- "trate!ie"4 The"e -han!e" had a po"iti;e impa-t.
leadin! to the rapid !rowth in the 1MCG indu"tr/4 In-rea"ed a;ailabilit/ of
retail "pa-e. rapid urbaniation. and 3ualified manpower al"o boo"ted the
!rowth of the or!anied retailin! "e-tor4
5&& led the wa/ in re;olutioniin! the produ-t. mar2et. di"tribution and "er;i-e
format" of the 1MCG indu"tr/ b/ fo-u"in! on rural mar2et". dire-t di"tribution.
-reatin! new produ-t. di"tribution and "er;i-e format"4 The 1MCG "e-tor al"o
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re-ei;ed a boo"t b/ !o;ernment led initiati;e" in the +**? bud!et "u-h a" the
"ettin! up of e-i"e free one" in ;ariou" part" of the -ountr/ that witne""ed
firm" mo;in! awa/ from out"our-in! to manufa-turin! b/ in;e"tin! in the
one"4
Thou!h the ab"olute profit made on 1MCG produ-t" i" relati;el/ "mall. the/
!enerall/ "ell in lar!e number" and "o the -umulati;e profit on "u-h produ-t"
-an be lar!e4 Unli2e "ome indu"trie". "u-h a" automobile". -omputer". and
airline". 1MCG doe" not "uffer from ma"" la/off" e;er/ time the e-onom/
"tart" to dip4 A per"on ma/ put off bu/in! a -ar but he will not put off ha;in!
hi" dinner4 Unli2e other e-onom/ "e-tor". 1MCG "hare float in a "tead/ manner
irre"pe-ti;e of !lobal mar2et dip. be-au"e the/ !enerall/ "ati"f/ rather
fundamental. a" oppo"ed to luuriou" need"4 The 1MCG "e-tor. whi-h i"
!rowin! at the rate of i" the fourth lar!e"t "e-tor in the Indian E-onom/
and i" worth R"4?*** -r4 The main -ontributor. ma2in! up ?+ of the "e-tor. i"
the South Indian re!ion4 It i" predi-ted that in the /ear +*(*. the 1MCG "e-tor
will be worth R"4()?*** -r4 The "e-tor bein! one of the bi!!e"t "e-tor" of the
Indian E-onom/ pro;ide" up to ) million 0ob"4 7Sour-e9 5CC#P&. Monthl/
Cir-ular8
% B#'E- 'N')T 9 BE+E#%E 'ND.T#Y 'N 'ND'%
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In India. be;era!e" form an important part of the li;e" of people4 It i" an indu"tr/. in whi-h
the pla/er" -on"tantl/ inno;ate. in order to -ome up with better produ-t" to !ain more
-on"umer" and "ati"f/ the ei"tin! -on"umer"4
The be;era!e indu"tr/ i" ;a"t and there ;ariou" wa/" of "e!mentin! it. "o a" to -ater the ri!ht
produ-t to the ri!ht per"on4 The different wa/" of "e!mentin! it are a" follow"9
Al-oholi-. non'al-oholi- and "port" be;era!e"4
Natural and S/ntheti- be;era!e"4
In'home -on"umption and out of home on premi"e" -on"umption4
A!e wi"e "e!mentation i4e4 be;era!e" for 2id". for adult" and for "enior -itien"4
Se!mentation ba"ed on the amount of -on"umption i4e4 hi!h le;el" of -on"umption
and low le;el" of -on"umption4
If the beha;ioral pattern" of -on"umer" in India are -lo"el/ noti-ed. it -ould be ob"er;ed
that -on"umer" per-ei;e be;era!e" in two different wa/" i4e4 be;era!e" are a luur/ and that
be;era!e" ha;e to be -on"umed o--a"ionall/4 The"e two per-eption" are the bi!!e"t
-hallen!e" fa-ed b/ the be;era!e indu"tr/4
In order to le;era!e the be;era!e indu"tr/. it i" important to addre"" thi" i""ue "o a" to
en-oura!e re!ular -on"umption a" well a" and to ma2e the indu"tr/ more affordable4 1our
"tron! "trate!i- element" to in-rea"e -on"umption of the produ-t" of the be;era!e indu"tr/ in
India are9
The 3ualit/ and the -on"i"ten-/ of be;era!e" need" to be enhan-ed "o that -on"umer"
are "ati"fied and the/ en0o/ -on"umin! be;era!e"4
The -redibilit/ and tru"t need" to be built "o that there i" a ;er/ "tron! and "afe
feelin! that the -on"umer" ha;e while -on"umin! the be;era!e"4
Con"umer edu-ation i" a mu"t to brin! out benefit" of be;era!e -on"umption whether
in term" of health. ta"te. relaation. "timulation. refre"hment. well'bein! or pre"ti!e
rele;ant to the -ate!or/4
Communi-ation "hould be rele;ant and trend/ "o that -on"umer" are able to find an appeal to !o out. pur-ha"e and -on"ume4
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0OM,%NY ,#O-'/E
2"
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0OM,%NY ,#O-'/E
M''ON2
Our Roadmap "tart" with our mi""ion. whi-h i" endurin!4 It
de-lare" our purpo"e a" a -ompan/ and "er;e" a" the "tandard a!ain"t whi-h we
wei!h our a-tion" and de-i"ion"4
To refre"h the world444
To in"pire moment" of optimi"m and happine""444
To -reate ;alue and ma2e a differen-e4
+''ON2
Our ;i"ion "er;e" a" the framewor2 for our Roadmap and !uide" e;er/ a"pe-t of
our bu"ine"" b/ de"-ribin! what we need to a--ompli"h in order to -ontinue
a-hie;in! "u"tainable. 3ualit/ !rowth4
,eople2#e a !reat pla-e to wor2 where people are in"pired to be the be"t
the/ -an be4 ,ortfolio2#rin! to the world a portfolio of 3ualit/ be;era!e brand" that
anti-ipate and "ati"f/ people=" de"ire" and need"4 ,artners2 Nurture a winnin! networ2 of -u"tomer" and "upplier".
to!ether we -reate mutual. endurin! ;alue4
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,lanet2#e a re"pon"ible -itien that ma2e" a differen-e b/ helpin! build
and "upport "u"tainable -ommunitie"4 ,rofit2Maimie lon!'term return to "hareowner" while bein! mindful
of our o;erall re"pon"ibilitie"4
,ro4uctiCity2#e a hi!hl/ effe-ti;e. lean and fa"t'mo;in! or!aniation4
1'NN'N 0./T.#E2
Our :innin! Culture define" the attitude" and beha;ior" that will be re3uired of
u" to ma2e our +*+* $i"ion a realit/4
/'+E O.# +%/.E 2
Our ;alue" "er;e a" a -ompa"" for our a-tion" and de"-ribe how we
beha;e in the world4
/ea4ership2The -oura!e to "hape a better future4
0ollaboration2&e;era!e -olle-ti;e !eniu"4
'nte!rity2#e real4
%ccountability2If it i" to be. it=" up to me4
,assion2Committed in heart and mind4 DiCersity2A" in-lu"i;e a" our brand"4
Fuality2:hat we do. we do well4
-O0. ON T)E M%#*ET2
1o-u" on need" of our -on"umer". -u"tomer" and fran-hi"e partner"4
Get out into the mar2et and li"ten. ob"er;e and learn4
Po""e"" a world ;iew4
1o-u" on ee-ution in the mar2etpla-e e;er/ da/4
#e in"atiabl/ -uriou"4
1O#* M%#T2
2#
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A-t with ur!en-/4
Remain re"pon"i;e to -han!e4
5a;e the -oura!e to -han!e -our"e when needed4
Remain -on"tru-ti;el/ di"-ontent4
:or2 effi-ientl/4
%0T /'*E O1NE#2
#e a--ountable for our a-tion" and ina-tion"4
Steward "/"tem a""et" and fo-u" on buildin! ;alue4
Reward our people for ta2in! ri"2" and findin! better wa/" to "ol;e
problem"4 &earn from our out-ome" '' what wor2ed and what didn
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and heada-he remed/. LPemberton=" 1ren-h :ine Co-a.L "old at that time b/
mo"t. if not all. of the -it/=" dru!!i"t"4
So when the new Co-a'Cola debuted later that /ear''"till po""e""in! Lthe
;aluable toni- and ner;e "timulant propertie" of the -o-a plant and -ola nut".L
/et "weetened with "u!ar in"tead of wine''Pemberton ad;erti"ed it not onl/ a" a
Ldeli-iou". ehilaratin!. refre"hin! and in;i!oratin!L "oda'fountain be;era!e
but al"o a" the ideal Ltemperan-e drin24L
The protot/pe Co-a'Cola re-ipe wa" formulated at the Ea!le ru! and
Chemi-al Compan/. a dru!"tore in Columbu". Geor!ia b/ John Pemberton.
ori!inall/ a" a -o-a wine -alled Pemberton=" 1ren-h :ine Co-a4 5e ma/ ha;e
been in"pired b/ the formidable "u--e"" of $in Mariani. a European -o-a wine4
In (,,B. when Atlanta and 1ulton Count/ pa""ed prohibition le!i"lation.
Pemberton re"ponded b/ de;elopin! Co-a'Cola. e""entiall/ a non'al-oholi-
;er"ion of 1ren-h :ine Co-a4 The fir"t "ale" were at Ja-ob=" Pharma-/ in
Atlanta. Geor!ia. on Ma/ ,. (,,B4 It wa" initiall/ "old a" a patent medi-ine for
fi;e -ent" a !la"" at "oda fountain". whi-h were popular in the United State" at
the time due to the belief that -arbonated water wa" !ood for the
health4Pemberton -laimed Co-a'Cola -ured man/ di"ea"e" in-ludin! morphine
addi-tion. d/"pep"ia. neura"thenia. heada-he. and impoten-e4 Pemberton ran the
2%
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fir"t ad;erti"ement for the be;era!e on Ma/ + of the "ame /ear in the %tlanta
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-orporation8. and in ((* Candler had the earlie"t re-ord" of the -ompan/
burned. further ob"-urin! it" le!al ori!in"4 #/ the time of it" *th anni;er"ar/.
the drin2 had rea-hed the "tatu" of a national i-on in the USA4 In (?. it wa"
-ertified 2o"her b/ Rabbi Tobia" Geffen. after the -ompan/ made minor
-han!e" in the "our-in! of "ome in!redient"4
Co-a'Cola wa" "old in bottle" for the fir"t time on Mar-h (+. (,)4 The fir"t
outdoor wall ad;erti"ement wa" painted in the "ame /ear a" well in Carter";ille.
Geor!ia4 Can" of Co2e fir"t appeared in (4 The fir"t bottlin! of Co-a'Cola
o--urred in $i-2"bur!. Mi""i""ippi. at the #iedenharn Cand/ Compan/ in (,(4
It" proprietor wa" Jo"eph A4 #iedenharn4 The ori!inal bottle" were #iedenharn
bottle". ;er/ different from the mu-h later hobble'"2irt de"i!n that i" now "o
familiar4 A"a Candler wa" tentati;e about bottlin! the drin2. but two
entrepreneur" from Chattanoo!a. Tenne""ee. #en0amin 14 Thoma" and Jo"eph
#4 :hitehead. propo"ed the idea and were "o per"ua"i;e that Candler "i!ned a
-ontra-t !i;in! them -ontrol of the pro-edure for onl/ one dollar4 Candler ne;er
-olle-ted hi" dollar. but in (, Chattanoo!a be-ame the "ite of the fir"t Co-a'
Cola bottlin! -ompan/4 The loo"el/ termed -ontra-t pro;ed to be problemati-
for the -ompan/ for de-ade" to -ome4 &e!al matter" were not helped b/ the
de-i"ion of the bottler" to "ub-ontra-t to other -ompanie". effe-ti;el/ be-omin!
parent bottler"4 Co2e -on-entrate. or Co2e "/rup. wa" and i" "old "eparatel/ at
3'
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pharma-ie" in "mall 3uantitie". a" an o;er'the'-ounter remed/ for nau"ea or
mildl/ up"et "toma-h4
On April +?. (,. Co-a'Cola. amid mu-h publi-it/. attempted to -han!e the
formula of the drin2 with LNew Co2eL4 The -ompan/ !a;e in to prote"t" and
returned to a ;ariation of the old formula. under the name Co-a'Cola Cla""i- on
Jul/ (*. (,4
On 1ebruar/ . +**. the Co-a'Cola Compan/ announ-ed that in the "e-ond
3uarter of +** the/ planned to laun-h a iet Co2e produ-t "weetened with the
artifi-ial "weetener "u-ralo"e. the "ame "weetener -urrentl/ u"ed in Pep"i One4
On Mar-h +(. +**. it announ-ed another diet produ-t. Co-a'Cola Qero.
"weetened partl/ with a blend of a"partame and a-e"ulfame pota""ium4 On Jul/
. +**. it wa" re;ealed that Co-a'Cola would re"ume operation" in Ira3 for the
fir"t time "in-e the Arab &ea!ue bo/-otted the -ompan/ in (B,4
In April +**. in Canada. the name LCo-a'Cola Cla""i-L wa" -han!ed ba-2 to
LCo-a'Cola4L The word LCla""i-L wa" trun-ated be-au"e LNew Co2eL wa" no
lon!er in produ-tion. eliminatin! the need to differentiate between the two4 The
formula remained un-han!ed4
In Januar/ +**. Co-a'Cola "topped printin! the word LCla""i-L on the label" of
(B'oun-e bottle" "old in part" of the "outhea"tern United State"4 The -han!e i"
part of a lar!er "trate!/ to re0u;enate the produ-t=" ima!e4 In No;ember +**.
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due to a di"pute o;er whole"ale pri-e" of Co-a'Cola produ-t". Co"t-o "topped
re"to-2in! it" "hel;e" with Co2e and iet Co2e4
.MM%#Y
1ounded in (,,B in Atlanta. Co-a'Cola Compan/ i" the world=" leadin!
manufa-turer. mar2eter and di"tributor of nonal-oholi- be;era!e -on-entrate"
and "/rup". u"ed to produ-e more than +?* be;era!e brand"4 It i" al"o the
world=" mo"t in-lu"i;e brand and -ompan/4
It ha" alread/ ;entured re!ionall/ out of Atlanta to other "tate" of United
State" "in-e the late (th -entur/ and it" "i!nature -ontour bottle wa" fir"t
manufa-tured in the earl/ +*th -entur/ to di"tin!ui"h them"el;e" and a""urin!
the !enuine Co-a'Cola4 Thou!h the -ompan/ !rew rapidl/ and roared into
"ome European -ountrie" durin! the (**". it" pre"en-e worldwide !rew "wiftl/
onl/ after :orld :ar II4 %ear after /ear. the -ompan/ ha" been di"-o;erin! new
forei!n mar2et" to brin! hi!her profit"4
%roun4 The 1orl42
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The Co-a'Cola Compan/ ha" lon! been a worldwide bu"ine""4 Our fir"t "oda
fountain "ale" to Canada and Mei-o were re-orded in (,4 Our fir"t
international bottler '' in Panama '' wa" e"tabli"hed in (*B4 :e entered China
in (+ and our (**th -ountr/ '' Sierra &eone '' in (4
Toda/. The Co-a'Cola Compan/ i" the lar!e"t be;era!e -ompan/ with the
mo"t eten"i;e di"tribution "/"tem in the world4 #ut we are "o mu-h more4 Our
;i"ion "pan" a-ro"" fi;e area"9
,eople2
The Co-a'Cola Compan/. in-ludin! the bottlin! entitie" we own. emplo/"
approimatel/ .*** people4 More than )).*** of tho"e emplo/ee" wor2 for
the Compan/ out"ide of the United State"4
:e are the lar!e"t pri;ate'"e-tor emplo/er a-ro"" all of Afri-a4 And in the
-ountr/ of South Afri-a. for e;er/ one 0ob -reated b/ the Co-a'Cola "/"tem. (B
0ob" are -reated in the informal retail "e-tor4
,lanet2
:or2in! with our #railian partner". the Compan/ ha" laun-hed a pro!ram to
redu-e !reenhou"e !a" emi""ion" b/ u"in! alternati;e fuel"4 Our bottlin! partner
in Sao Paulo ha" a fleet of approimatel/ ()* tru-2" runnin! on per-ent
biodie"el 7made form -a"tor bean" and "o/bean"84
The Co-a'Cola S-holar" 1oundation ha" awarded more than +B million in
hi!her'edu-ation "-holar"hip" to ?.+* "tudent" in the United State" "in-e it"
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in-eption in (,B4 The Co-a'Cola "/"tem ha" a -omprehen"i;e 5I$AIS
health -are pro!ram in Afri-a. -o;erin! nearl/ B*.*** emplo/ee". their "pou"e"
and their -hildren4
,ortfolio2
The LMa2e E;er/ rop CountL -ampai!n. laun-hed in North Ameri-a. i"
de"i!ned to help in-rea"e awarene"" of the benefit" of the Compan/=" broad
be;era!e portfolio and it" -ommitment to -on"umer"4
#ona3ua #ona-ti;e laun-hed in 5on! 6on! in April +** and i" the fir"t
ele-trol/te repleni"hment and reh/dration -a"ual "port" drin2 relea"ed under the#ona3ua trademar24
,rofit2
Approimatel/ + per-ent of our unit -a"e ;olume i" from operation" out"ide of
North Ameri-a4 In +**. we had double'di!it unit -a"e ;olume !rowth in
Pa2i"tan. China. E!/pt and Ru""ia4
,artners2
In partner"hip with the Italian Mini"tr/ of Edu-ation and the Italian National
Ol/mpi- Committee. we ha;e -reated the LS-hool" in MotionL pro!ram in Ital/
to en-oura!e ph/"i-al a-ti;it/4 More than (?*.*** "tudent" from (.+** "-hool"
ha;e parti-ipated4
#eCenue2
A--ordin! to the +*(* Annual Report. the -ompan/ "ell" be;era!e produ-t" inmore than +(+ -ountrie"4 The report further "tate" that of the more than *
billion be;era!e "er;in!" of all t/pe" -on"umed worldwide e;er/ da/.
be;era!e" bearin! the trademar2" owned b/ or li-en"ed to Co-a'Cola a--ount
for approimatel/ (4? billion4 Of the"e. be;era!e" bearin! the trademar2 LCo-a'
ColaL or LCo2eL a--ounted for approimatel/ of the Compan/=" total
!allon "ale"4
3"
http://www.bookrags.com/Coca-Colahttp://www.bookrags.com/Coca-Colahttp://www.bookrags.com/Coca-Colahttp://www.bookrags.com/Coca-Cola -
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Al"o a--ordin! to the +** Annual Report. Co-a'Cola had !allon "ale"
di"tributed a" follow"9
+ in the United State"
+ in Mei-o. #rail. Japan and China
)B in "pread throu!hout the world
#rin!" #a-2 The 1i To India Co-a'Cola. the -orporate
nouri"hin! the !lobal -ommunit/ with the world
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% ,ure 0ommitment to The 'n4ian Economy
The Compan/ ha" not onl/ "ha2en up the Indian -arbonated drin2" mar2et. and
!i;en -on"umer" the plea"ure of world'-la"" drin2" to fill up their h/dration>
refre"hment D nutrition need" but ha" al"o been in"trumental in !i;in! an
eponential !rowth to 0ob opportunitie"4
0reatin! Enormous
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/OB%/ ,O'T'ON O-
0O0%9 0O/%
3$
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/OB%/ M%#*ET )%#E O- 0O0%90O/%
In +**. the -ompan/ !enerated re;enue" of ?( billion with B4, billion
net in-ome4 An in-rea"ed -on"umer preferen-e for healthier drin2" ha" re"ulted
in "lowin! !rowth rate" for "ale" of -arbonated "oft drin2" 7abbre;iated a"
CS8. whi-h -on"titute" , of 6O
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will ta2e -ontrol of the bottler=" North Ameri-a operation". !i;in! the -ompan/
-ontrol o;er * of the total North Ameri-a ;olume4 In return. Co-a'Cola
Enterpri"e" will ta2e o;er Co2e=" bottlin! operation" in Norwa/ and Sweden.
be-omin! a European'fo-u"ed produ-er and di"tributor4
In Mar-h +*(*. Co-a'Cola Compan/ entered into di"-u""ion" to bu/ the
Ru""ian 0ui-e -ompan/. OAO Nidan Jui-e"4 The -ompan/ i" owned b/ a
pri;ate e3uit/ firm in &ondon and + b/ it" Ru""ian founder" and -ontrol"
()4 of the Ru""ian 0ui-e mar2et4 If "u--e""ful. the pur-ha"e would add to
Co-a'Cola=" +*4 mar2et "hare. pa""in! Pep"i=" ?* mar2et "hare4 The
Ru""ian 0ui-e mar2et i" e"timated to be ?4+ billion dollar". and e"timate" of
Nidan=" pur-ha"e pri-e are between B*'B+* million4
In April +*(*. Co-a'Cola Compan/ pur-ha"ed a ma0orit/ "hare of
Inno-ent. the #riti"h fruit "moothie ma2er4 &a"t /ear the -ompan/ bou!ht an
(, "hare of the -ompan/ for more than ) million. and re-ent pur-ha"e" of
additional "hare" in-rea"ed Co2e=" "ta2e to ,4
In June +*(*. Co-a'Cola Compan/ a!reed to pa/ r Pepper Snapple
Group 7PS8 ( million for the -ontinued ri!ht to "ell their produ-t"
followin! the -ompan/=" a-3ui"ition of Co-aCola Enterpri"e" 7CCE84 The deal
-o;er" the net +* /ear" with an option to renew for an additional +* /ear"4
3&
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0O0%90O/% 0OM,%NY
0oca 0ola 0ompany i" one of the United State" ba"ed -ompan/ founded
in the /ear (,,B4 It i" one of the world=" leadin! manufa-turer. mar2eter and
di"tributor of -ola t/pe
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Type Publi-
-oun4e4 (,+ b/ A"a Gri!!" Candler
)ea4Guarters Atlanta. Geor!ia.USA
%rea serCe4 :orldwide
*ey people Muhtar 6ent7CEO8
'n4ustry #e;era!e
,ro4ucts Co-a'Cola.:ater.Non'al-oholi-'be;era!e.
#eCenue US?4(( #illion 720108
Operatin! income US,4)) #illion 720108
Net income US((4,* #illion 720108
Total assets US+4+( #illion 720108
Total eGuity US?(4?( #illion 720108
Employees (?.B** 720108
1ebsite http9www4the-o-a'-ola-ompan/4-om
The 0oca90ola 0ompany i" the world=" lar!e"t be;era!e
-ompan/. lar!e"t manufa-turer. di"tributor and mar2eter of non'al-oholi-
be;era!e -on-entrate" and "/rup" in the world. and one of the lar!e"t
-orporation" in the United State"4 The -ompan/ i" be"t 2nown for it" fla!"hip
produ-t Co-a'Cola. in;ented b/ pharma-i"t John Stith Pembertonin (,,B4 The
Co-a'Cola formula and brand wa" bou!ht in (,, b/ A"a Candler who
in-orporated The Co-a'Cola Compan/ in (,+4 #e"ide" it" name"a2e Co-a'
"1
http://en.wikipedia.org/wiki/Category:Types_of_companieshttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Asa_Griggs_Candlerhttp://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/Worldwidehttp://en.wikipedia.org/wiki/Muhtar_Kenthttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Beveragehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Waterhttp://en.wikipedia.org/wiki/Non-alcoholic_beveragehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Assetshttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Ownership_equityhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Websitehttp://www.thecoca-colacompany.com/http://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/John_Stith_Pembertonhttp://en.wikipedia.org/wiki/1889http://en.wikipedia.org/wiki/Asa_Candlerhttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Category:Types_of_companieshttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Asa_Griggs_Candlerhttp://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/Worldwidehttp://en.wikipedia.org/wiki/Muhtar_Kenthttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Beveragehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Waterhttp://en.wikipedia.org/wiki/Non-alcoholic_beveragehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Assetshttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Ownership_equityhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Websitehttp://www.thecoca-colacompany.com/http://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/John_Stith_Pembertonhttp://en.wikipedia.org/wiki/1889http://en.wikipedia.org/wiki/Asa_Candler -
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Cola be;era!e. Co-a'Cola -urrentl/ offer" nearl/ )** brand" in o;er +**
-ountrie" or territorie" and "er;e" (4 billion "er;in!" ea-h da/4
The -ompan/ operate" a fran-hi"eddi"tribution "/"tem datin! ba-2 to
(,, where TCCC onl/ produ-e" "/rup -on-entrate whi-h i" then "old to
;ariou"bottler"throu!hout the world who hold an e-lu"i;e territor/4
%D+E#T''N
Ad;erti"in! ha" pla/ed an important role in the "u--e"" of produ-t" "in-e
fir"t new"paper add in (,,B. whi-h read Co-a'Cola eli-iou" Refre"hin!
Ehilaratin! In;i!oratin!H The -ompan/ u"e" ad;er)ti"in! to tri!!er de"ire a"
often and in a" man/ wa/" a" po""ible4
Throu!h out the /ear". "lo!an" or -o-a'-ola ha;e been memorable 45ere
are "ome hi!hli!ht"9
+*()'Get refre"hed with Co-a'Cola
+***'(*'Co-a'Cola En0o/
"2
http://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Bottler_(company)http://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Bottler_(company) -
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(?'Alwa/" Co-a'Cola
(*' Can
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Maaa wa" laun-hed in (B4 It i" a drin2 whi-h offered the "ame real
ta"te of fruit 0ui-e" and wa" a;ailable throu!hout the /ear4 In (?. Maaa wa"
a-3uired b/ Co-a'Cola India and it -urrentl/ dominate" the fruit drin2
mar2et4O;er the /ear". brand Maaa ha" be-ome "/non/mou" with Man!o4
Thi" ha" been the re"ult of "u-h "u--e""ful -ampai!n" li2e LTaaa Man!o.""
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Maaa Man!oL and L#otal mein Aam. Maaa hain NaamL4 Con"umer" re!ard
Maaa a" whole"ome. natural. fun drin2 whi-h deli;er" the real eperien-e of
fruit4
The -urrent ad;erti"in! of Maaa po"ition" it a" an enabler of fun
friend"hip moment" between mom" and 2id" a" mom" tru"t the brand and the
2id" lo;e it" ta"te4 The -ampai!n build" on the ei"tin! e3uit/ of the brand and
deli;er" a rele;ant emotional benefit to the mom" ri!htl/ -aptured in the ta!line
L%aari o"ti Taaa MaaaL
Maaa9 +** ml and +* ml Returnable Gla"" #ottle> **(** ml free and (litre PET
bottle" and the newly introduced 400 ml Tetra Pack
0O,E O- T)E ,#O
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To under"tand the !rowin! demand
a--ordin! to -han!in! "-enario and
-omparin! the le;el of "er;i-e pro;ided4
"#
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0hapter98
"$
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#EE%#0)
MET)ODO/OY
#EE%#0) MET)ODO/OY
The purpo"e of the re"ear-h methodolo!/ i" to de"-ribe the re"ear-h
pro-edure4 Thi" in-lude" o;er all re"ear-h de"i!n and the data -olle-ti;e
method4 Thi" "ele-tion i" important be-au"e it i" hard to di"-u"" methodolo!/
without u"in! te-hni-al term" /et. mo"t of the reader" for the report will not
under"tand the te-hni-al lan!ua!e"4
The in;e"ti!ator -olle-t" the re3ue"t information per"onall/ throu!h3ue"tionnaire and per"onal inter;iew"4 The in;e"ti!ator i" "olel/ re"pon"ible for
-olle-ti;e of data thi" method> hi" trainin!. "2ill D 2nowled!e pla/ an important
role on the 3ualit/ of primar/ data4
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A "li!ht ;ariation of the pro-edure i" indire-t and in;e"ti!ation" where
data are -olle-ted throu!h re"our-e" per"on" who are li2el/ to ha;e information
about the problem are inte!rated and on the ba"i" of their an"wer". primar/ date
be-ome" a;ailable4 Thi" a--ura-/ of the primar/ data -olle-ted b/ hi" method
depend" lar!el/ upon the t/pe of per"on"4 Inter;iewed and hen-e4 The"e per"on"
ha;e to be "ele-ted ;er/ -arefull/4
#esearch Desi!n29
A re"ear-h de"i!n i" the "pe-ifi-ation of mea"ure" and pro-edure for the
information needed to "tru-ture to "ol;e problem" it the o;erall operational
pattern of framewor2 of the pro0e-t that "tipulate" what information i" to be
-olle-ted from whi-h "our-e". and b/ what pro-edure4
A re"ear-h de"i!n there for defined a" plan. "tru-ture and "trate!/ of
in;e"ti!ation on -on-ei;ed "o a" to obtain an"wer to "ear-h 3ue"tion and -ontrol
;arian-e4
VRe"ear-h< mean" a "-ientifi- and "/"temati- "ear-h for pertinent
information on a "pe-ifi- topi-4 Re"ear-h i" a -areful in;e"ti!ation or in3uir/
e"pe-iall/ throu!h "ear-h for new fa-t" in an/ bran-h of 2nowled!e4 Re"ear-h
-ompri"e" definin! and redefinin! problem". formulatin! h/pothe"i" or
"u!!e"ted "olution> -olle-tin!. or!aniin! and e;aluatin! data> ma2in!
dedu-tion" and rea-hin! -on-lu"ion"> and at la"t -arefull/ te"tin! the
-on-lu"ion" to determine whether the/ fit the formulatin! h/pothe"i"4
VMethodolo!/< i" defined a the "tud/ of method" b/ whi-h we !ain 2nowled!e.
it deal" with -o!niti;e pro-e""e" impo"ed on re"ear-h b the problem" ri"in!
from the nature of it" "ub0e-t matterH
TY,E O- #EE%#0)29
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e"-ripti;e re"ear-h ha" been u"ed> it in;ol;e" "ur;e/" and fa-t'findin!"
en3uirer of different 2ind" the ma0or purpo"e of de"-ripti;e re"ear-h i" the
de"-ription of the "tate of affair". a" it ei"t" at pre"ent4 The main -hara-teri"ti-"
of thi" method are that the re"ear-her ha" no -ontrol o;er the ;ariable> -an onl/
report what had happened or what i" happenin!4 The method" of re"ear-h
utilied in de"-ripti;e re"ear-h are "ur;e/ method" of all 2ind". in-ludin!
-omparati;e and -orrelation method"4
7$ 0ollection of Data 29
The re"ear-h approa-hed the dealer and outlet owner indi;iduall/ for data
-olle-tion4 Inter;iewed the dealer and outlet owner for -olle-tin! the
information4 @ue"tion" were eplained "o a" to a;oid ambi!uit/4 The/ were
found -o' operati;e4
ource of 4ata collection29
The data u"ed for thi" "tud/ are both primar/ and "e-ondar/ data4 The
"our-e of primar/ data i" the field where the re"ear-her ha" been -ondu-ted and
the data ha" been -olle-ted from the emplo/ee" dealer and outlet owner of
0O0% 0O/%$
,#'M%#Y D%T%2
The primar/ data are tho"e that are -olle-ted throu!h 3ue"tionnaire and
dire-t per"onal inter;iew4 The 3ue"tionnaire wa" framed in "u-h a manner to
obtain -orre-t information. !raded "uitabl/ for the "tud/4
5'
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E0OND%#Y D%T%2
The "e-ondar/ data ha" been -olle-ted throu!h -ompan/ web"ite and ma!aine"
of -ompan/ and dealer tran"a-tion "ummar/ report4 Se-ondar/ data about the
-ompan/ profile and -olle-tin! information of the indu"trial -on"ultin! "ide4
5$ #EE%#0) 'NT#.MENT2
The re"ear-h in"trument u"ed in thi" "tud/ "tru-tured 3ue"tionnaireH4
Stru-tured 3ue"tionnaire are tho"e 3ue"tionnaire in whi-h there are
predetermined 3ue"tion relatin! to the a"pe-t for whi-h the re"ear-her -olle-t"
data4 The 3ue"tion" are pre"ented with ea-tl/ the "ame wordin! and in the
"ame order to all the re"pondent"4
A$ %M,/'N ,#O0ED.#E29
Con;enien-e "amplin! ha" been u"ed in thi" "tud/4 Con;enien-e It refer" to
-andidate" "ele-tion a "ample of "tud/4 It i" a non'probabilit/ "amplin!4
Thu" re"ear-h "tud/ ma/ in-lude "tud/ ob0e-t". whi-h are -on;enientl/ lo-ated4
Re"ear-h findin!" ba"ed on -on;enient "amplin! howe;er. -annot be
!eneralied4
@$ %M,/'N 'E29
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ue to time and re"our-e -on"traint the "ample "ie ha" been ta2en a" the
-ombine !roup of dealer and outlet owner 7(**WB*84 In -on"ultation with the
-ompan/ !uide and the pro0e-t !uide4
=$ TOO/ -O# D%T% %N%/Y'29
After the -olle-tion of primar/ data the information obtained wa"
pro-e""ed and tabulated on data "heet". "tati"ti-al te-hni3ue" were u"ed in
anal/"i" the data4
tatistical TechniGue29
The -hi' "3uare te"t amon! the "e;eral te"t" of "i!nifi-an-e de;eloped b/
"tati"ti-ian"4 Chi' "3uare "/mboli-all/ written. a" X+i" a "tati"ti-al mea"ure u"ed
in the -onte"t of "amplin! anal/"i" for -omparin! ;arian-e to theoreti-al ;alue"4
A" a non' parametri- te"t. it -an be u"ed to determine whether
-ate!ori-al data "how" dependen-/ or the two -la""ifi-ation are independent4 It
-an al"o be u"ed to ma2e -ompari"on" between theoreti-al population and
a-tual data when -ate!orie" are u"ed4H The formula u"ed to -omputin! -hi'
"3uare te"t i"9
Ob"er;ed ;alue K Epe-ted $alue
X+ WY
Epe-ted $alue
e!ree of freedom W 7r'(87-'(8
52
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:here R W No4 of row"
C W No4 of -olumn"
If the -al-ulate ;alue Z tabulated ;alue. null h/pothe"i" will be a--epted4
1ei!hte4 %Cera!e Metho429
:ei!hted a;era!e method i" u"ed to !i;e ran2 for different fa-tor" b/
ha;in! the -olle-tion" of data from the re"pondent4 Total "-ore i" -al-ulated
from the data and it i" di;ided b/ no4 of re"pondent and finall/ the wei!hted
a;era!e i" found4
%M,/E DET%'/
,opulation iHe 2 more than 766
ample iHe 2 :6 outlet ownersI76 4ealers J @6
amplin! TechniGue 2 0onCenience samplin!
%reas 0oCere4 2 +aranasi (shiCpur baipass ro4e !illat baHar
bhoKubir$"
Time -rame 2 : 1ees
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1or the ea"e of data -olle-tion and it" a--urate anal/"i" the "ample "ie
wa" limited to B* and the eli!ible re"pondent" were approa-hed for data
-olle-tion4 The "ample wa" randoml/ "ele-ted from the area of +aranasi to
ha;e a di;er"ified ;iew of the re"ear-h anal/"i"4
The time frame for the re"ear-h wa" fi;e wee2" and e;er/ po""ible effort wa"
made to obtain a--urate and appropriate information4
Colle-tion of ata,#'M%#Y2
Maret surCey of 4ealer an4 outlet owner
Ob"er;ation.
1ield Ob"er;ation
@ue"tionnaire.
i"-u""ion.
5"
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Ob"er;ation i" either an a-ti;it/ of a li;in! bein! "u-h a" a human. -on"i"tin! of
re-ei;in! 2nowled!e of the out"ide world throu!h the "en"e". or the re-ordin!
of data u"in! "-ientifi- in"trument4 The term ma/ al"o refer to an/ data
-olle-ted durin! thi" a-ti;it/4 An ob"er;ation -an al"o be the wa/ /ou loo2 at
thin!" or when /ou loo2 at "omethin!4
A field ob"er;ationapplie" the "-ientifi- method to eperimentall/ eamine
an inter;ention in the real world 7or a" man/ eperimentali"t" li2e to "a/.
naturall/'o--urrin! en;ironment"8 rather than in the laborator/ 1ield
eperiment". li2e lab eperiment". !enerall/ randomie "ub0e-t" 7or other
"amplin! unit"8 into treatment and -ontrol !roup" and -ompare out-ome"
between the"e !roup"4
A 3ue"tionnaire i" a re"ear-h in"trument -on"i"tin! of a "erie" of 3ue"tion"
and other prompt" for the purpo"e of !atherin! information from re"pondent"4
Althou!h the/ are often de"i!ned for "tati"ti-al anal/"i" of the re"pon"e". thi" i"
not alwa/" the -a"e4
E0OND%#Y2
Co-o' -ola portal.
Internet.
Pamphlet"
55
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Se-ondar/ data i" data -olle-ted b/ "omeone other than the u"er4 Common
"our-e" "e-ondar/ data for "o-ial "-ien-e in-lude -en"u"e". "ur;e/".
or!aniational re-ord" and data -olle-ted throu!h 3ualitati;e methodolo!ie" or
3ualitati;e re"ear-h4 Primar/ data. b/ -ontra"t. are -olle-ted b/ the in;e"ti!ator
-ondu-tin! the re"ear-h4
Se-ondar/ data anal/"i" "a;e" time that would otherwi"e be "pent -olle-tin!
data and. parti-ularl/ in the -a"e of 3uantitati;e data. pro;ide" lar!er and
hi!her'3ualit/ databa"e" than would be unfea"ible for an/ indi;idual re"ear-her
to -olle-t on their own4 In addition to that. anal/"t" of "o-ial and e-onomi-
-han!e -on"ider "e-ondar/ data e""ential. "in-e it i" impo""ible to -ondu-t a
new "ur;e/ that -an ade3uatel/ -apture pa"t -han!e andor de;elopment"4
1OT %nalysis
5#
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Strength:
A;ailabilit/
@ualit/
ifferent
"ie"
A--eptabilit/
Affordabilit/
#rand ima!e
&ar!e"t
di"tribution
networ2
Weakness:
No
repla-ement
poli-/
&e""
awarene""
about new
laun-hin!
Opportunity:
Co;era!e
of wea2 area"4
Re!ular
;i"it to
-u"tomer
Grie;an-e
handlin! of
-u"tomer
Threats:
#rand
ima!e of
-ompetitor
Redu-
ed epen"e"
5$
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0hapter9A
5%
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Data analysis
&
'nterpretation
5&
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D%T% %N%/Y' %ND 'NTE#,#ET%T'ON
F97 1hy 4o you lie the 0oca90ola pro4ucts mostL
#easons of #esponses
,rice 7:
Fuality & tan4ar4 A6
+ariety of ,ro4ucts 56
%Cailability of pro4ucts 5:
't is represente4 by the followin! pie chart$
'NTE#,#ET%T'ON
)* "a/ that the/ li2e -o2e produ-t" due to 3ualit/ D "tandard. +* due to
;ariet/ and + li2e be-au"e of it" a;ailabilit/4
F98 Do you fin4 any in4 of communication !ap while main! an
or4er with 0oca9cola as compare4 to ,epsicoL
#'
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Options #esponse
Yes A:
No ::
'NTE#,#ET%T'ON
"a/ that the/ don
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F9A %re you satisfie4 with the Carious 4istribution process of
0oca90olaL
Options #esponse
?69766 A6@69?6 8:
:69@6 56
/ess than :6 :
'NTE#,#ET%T'ON
The abo;e -hart "how" that )* retailer" are "ati"fied with the di"tribution
pro-e"" of -o2e upto * almo"t4 while ? are "ati"fied upto *4
#2
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F9: %re you satisfie4 with 4istribution of sparlin! ,ro4uctsL
Options #esponse
)i!hly satisfie4 @6
atisfie4 86Not satisfie4 76
'NTE#,#ET%T'ON
The abo;e -hart "how" that ?* retailer" are hi!hl/ "ati"fied with the
di"tribution of "par2lin! produ-t" of -o-a -ola4
F9= 1hat is the focus pac in your E&D outlets by
#3
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0onsumersL
Options #esponse
#B @6
0an 76,ET 7:
Others :
'NTE#,#ET%T'ON
The abo;e -hart "how" that B* retailer" u"e RG# a" a fo-u" pa-2 in ED
outlet". ( the/ u"e PET4
F9> 1hich 0ompany is haCin! the best ales ,romotional
toolsL
#"
Focus Pack in Outlets
60%
15%
20%
5%
RGB
Can
PET
Others
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Options #esponse
0oca90ola ::
,epsico A:
'NTE#,#ET%T'ON
Retailer" "a/ that the/ li2e -o-a -ola promotional tool" while ) li2ePep"i-o promotional tool"4
F976 %re you happy with the returnin! process of the
,ro4uctsL
Options #esponse
#5
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Yes =5
No 5?
'NTE#,#ET%T'ON
The abo;e -hart "how" that + retailer" are hi!hl/ "ati"fied with the returnin!pro-e"" of produ-t" of -o-a -ola4 +, not "ati"fied4
##
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0hapter9:
0onclusion#$
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&
u!!estions
0ON0/.'ON
1rom the abo;e we -an -on-lude that the mar2et "hare of -o-o -ola i"
more than pep"i 4
The demand of -o2e produ-t i" more than the pep"i produ-t" 4
The "horta!e of the "prit and lemon produ-t and -o2e produ-t li2e 7fanta.
lim-a thum"'up.8 !i;e the ad;anta!e to other -ompan/ to ta2e o;er the
mar2et be-au"e the pre"en-e of -u"tomer li2e who are not depend on
brand ma/ prefer an/ produ-t for there -on;enien-e4#%
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There are "ome pla-e" where our "er;i-e" -ould not "ati"f/ the owner
and the de-rea"e in "ale" ha" to bear b/ the -ompan/4
Ma0or "-heme" promotion made b/ the -ompan/ li2e to bu/ one -rate
owner !et" a ad;anta!e of +? bottle" -ould ma2e a in-rea"e in "ale"
whi-h a-3uire" a !ood mar2et "hare 4
A" per retailer" inter;iew a -on-lu"ion -ould be ta2en that the
di"tribution "ometime" doe"n
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Co-a'-ola tru-2" whi-h -ontain all the produ-t" "hould be rea-hed in mar2ed
before it" ri;al Pep"i4
A" I found durin! m/ "ummer trainin! the tru-2 dri;er" ha;e their ma0or role
in "ellin! of the produ-t "o here I want to "u!!e"t that their "hould an effi-ient
poli-ie" whi-h -an moti;ate the"e people" to "ale more D bein! with the
-ompan/ for lon! time4
Compan/ "hould pro;ide new banner" with -elebritie" in the mar2et D tr/ to
ad;erti"e more near b/ "-hool" and -olle!e"4
The -ompan/ "hould pro;ide repairin! of Refri!erator. paintin!. other thin!"
whi-h are u"ed for "ale" promotion4
The -ompan/ "hould tr/ to ad;erti"ement" of new "-heme" in all the re!ional
lan!ua!e new" paper"4
Redu-tion of !ap between the boardroom and on the field4
En"urin! better pri-e -omplian-e4
#etter -ommuni-ation between the di"tributor and the bottlin! plant4
$'
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/'M'T%T'ON O- T)E T.DY
Time wa" the ma0or -on"traint" in inter;iewin! re3uired retailer"4
The "-ope of the "tud/ i" re"tri-ted onl/ to the ma0or area" of
&u-2now and doe" not in-lude the out"2irt"
Re"pon"i;e error '''' thi" ari"e" when re"pondent" are unwillin!
to li"ten or tal24
The information obtained from "e-ondar/ data ma/ not refle-t the
a-tual mar2et po"ition4
$1
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e"pite the"e limitation" e;er/ po""ible effort wa" made to !et a repre"entati;e
re"ult4 Utmo"t -are wa" ta2en to minimie the error"4 So the re"ear-her belie;e"
that the "tud/ -an be implemented with !reat de!ree of dependen-/4
B'B/'O#%,)Y
Mar2etin! Re"ear-h'#/ C4R 6othari
www4-o-a-olaindia4-om
www4"oftdrin2a""o-iation44-om
www4!oo!le4-o4in
www4pep"i4-o4in
$2
http://www.pepsi.co.in/http://www.pepsi.co.in/ -
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)'ND.T%N 0O0%90O0/%&td47$arana"i48
0hapter9@
$3
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%NNE;.#E
Fuestionnaire -or The #etailer
5ello SirMa
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(4" %Cailability of pro4ucts
F95 -rom which year are you sellin! 0oca90ola pro4uctsL
999999999999999999999999999999999999999999999999999999999999999999999999
F98 Do you fin4 any in4 of communication !ap while main! an
or4er with 0oca9cola as compare4 to ,epsicoL
(a" yes
(b" No
F9A %re you satisfie4 with the Carious 4istribution process of
0oca90olaL
(a" ?69766
(b" @69?6
(c" :69@6
(4" /ess than :6
F9: %re you satisfie4 with 4istribution of sparlin! ,ro4uctsL
(a" )i!hly satisfie4
(b" atisfie4
(c" Not satisfie4
$5
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F9@ 1hich oft 4rin company offers !oo4 chemes for youL
(a" 0oca90ola
(b" ,epsico!f!f
F9= 1hat is the focus pac in your E&D outlets by
0onsumersL
(a" #B
(b" 0an
(c" ,ET
(4" Others
F9? %s per Guality & stan4ar43 which company is betterL
(a" 0oca90ola(b" ,epsico
F9> 1hich 0ompany is haCin! the best ales ,romotional
toolsL
(a" 0oca90ola
(b" ,epsico
F976 %re you happy with the returnin! process of the
,ro4uctsL
$#
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(a" Yes (b" No
$$
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#E-E#EN0E & B'B/'O#%,)Y
www$cocacola$com
www$timesofin4ia$comarticles
www$reuters$com
www$businessstan4ar4$com
Datamonitor (,ublishe4 NoCember 566?"
www$fle9news9foo4$combreCa!espa!eCiewer$aspL
pa!e>65:
www$pepsicoportal$com
http://www.cocacola.com/http://www.timesofindia.com/articleshttp://www.reuters.com/http://www.businessstandard.com/http://www.flex-news-food.com/brevages/pageviewer.aspx?page9025http://www.flex-news-food.com/brevages/pageviewer.aspx?page9025http://www.cocacola.com/http://www.timesofindia.com/articleshttp://www.reuters.com/http://www.businessstandard.com/http://www.flex-news-food.com/brevages/pageviewer.aspx?page9025http://www.flex-news-food.com/brevages/pageviewer.aspx?page9025