Submitted to:Kamal Sharma ( Marketing executive manager) Submitted by: Ravinder singh (USM,K.U.K)

PREFACE

Master of Business Administration is a course, which combines both theory and its applications as its contents of study in the field of management. As part and parcel of this course, every aspirant has to undergo an in company training in an organization. The purpose of this training is to expose the student of management sciences with real life situations existing in the organization and to provide an insight into the various functions who can visualize things what they have been taught in classrooms. Actually, it is the life force of management. It is in practical training that the effectiveness of management itself is realized. I was fortunate enough to do my training in Coca-cola Company. As a complementary to training, every trainee has to prepare and submit a report on the working of the organization. This report is in continuation of that tradition. It is an attempt to present an account of practical knowledge and observations gathered during the training

AcknowledgementI am grateful to Dr. NARESH KUMAR, Director of Univeristy School of Management, Kurukshetra, for giving me the opportunity to work on a project. I am thankful to S. Jaspal Singh Bhatia and Mr. Kamal Sharma, for assigning me this project and also help me to handle the project.

I would also thankful to my area Team Leader Mr.Baljinder Singh & Market Developer Mr.Karan Singh, Surinder Singh, Davinder Singh, Satendra Kumar, for help me this project. Last but not least, I extend a special thanks to my parents for there committed support, devotion and cooperation.

Ravinder singh

DECLARATIONI, Ravinder Singh Class MBA of Univ School of Management, k.u.k) hereby declare that the project entitled To Study Marketing in Coca-cola Company is an original work and the same has not been submitted to any other institution for the award of any other Degree. The feasible suggestions have been duly incorporated in consultation with the supervisor.

( Ravinder Singh)

CONTENTS

INTRODUCTION:1A brief insight- The FMCG Industry in India2A brief insight- The Beverage Industry in India

3Mission

THE COCA-COLA COMPANY:1INTRODUCTION 2HISTORY 3PRODUCTION 4LOCAL COMPETITORS 5ADVERTISING 6ORGANIZATION STRUCTURE OF COCA-COLA IN INDIA 7COCA COLA CHANNEL MARKETING & PROFITS 8CRITICISM OF COCA COLA COMPANY

KANDHARI BEVERAGES PRIVATE LIMITED:

1Introduction 2Key Personnel 3ORGANIZATION STRUCTURE OF THE SALES DEPARTMENT IN KBPL

PROJECT RIGHT EXECUTION DAILY:1Basis of RED 2Market segmentation model 2Visicooler presence & condition 3RED Score Tracking 3Objectives of RED

RESEARCH METHODOLOGY:3Initial stage 4Later stage MY ROLE IN PROJECT RED FINDINGS OF PROJECT RECOMMENDATIONS LIMITATIONS OF PROJECT CONCLUSION BIBLOGRAPHY

CHAPTER 1: INTRODUCTIONA BRIEF INSIGHT- THE FMCG INDUSTRY IN INDIA: Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG) are products that have a quick turnover and relatively low cost. Consumers generally put less thought into the purchase of FMCG than they do for other products. The Indian FMCG industry witnessed significant changes through the 1990s. Many players had been facing severe problems on account of increased competition from small and regional players and from slow growth across its various product categories. As a result, most of the companies were forced to revamp their product, marketing, distribution and customer service strategies to strengthen their position in the market. By the turn of the 20th century, the face of the Indian FMCG industry had changed significantly. With the liberalization and growth of the Indian economy, the Indian customer witnessed an increasing exposure to new domestic and foreign products through different media, such as television and the Internet. Though the absolute profit made on FMCG products is relatively small, they generally sell in large numbers and so the cumulative profit on

such products can be large. Unlike some industries, such as automobiles, computers, and airlines, FMCG does not suffer from mass layoffs every time the economy starts to dip. A person may put off buying a car but he will not put off having his dinner. Unlike other economy sectors, FMCG share float in a steady manner irrespective of global market dip, because they generally satisfy rather fundamental, as opposed to luxurious needs. The FMCG sector, which is growing at the rate of 9% is the fourth largest sector in the Indian Economy and is worth Rs.93000 Crores. The main contributor, making up 32% of the sector, is the South Indian region. It is predicted that in the year 2010, the FMCG sector will be worth Rs.143000 Crores. The sector being one of the biggest sectors of the Indian Economy provides up to 4 million jobs.

BEVERAGE INDUSTRY IN INDIA: A BRIEF INSIGHTIn India, beverages form an important part of the lives of people. It is an industry, in which the players constantly innovate, in order to come up with better products to gain more consumers and satisfy the existing consumers.

BEVERAGE INDUSTRY IN INDIA

The beverage industry is vast and there various ways of segmenting it, so as to cater the right product to the right person. The different ways of segmenting it are as follows: 1Alcoholic, non-alcoholic and sports beverages 2Natural and Synthetic beverages 3In-home consumption and out of home on premises consumption. 4Age wise segmentation i.e. beverages for kids, for adults and for senior citizens 5Segmentation based on the amount of consumption i.e. high levels of consumption and low levels of consumption. 2The credibility and trust needs to be built so that there is a very strong

and safe feeling that the consumers have while consuming the beverages. 3Communication should be relevant and trendy so that consumers are able to find an appeal to go out, purchase and consume. The beverage market has still to achieve greater penetration and also a wider spread of distribution. It is important to look at the entire beverage market, as a big opportunity, for brand and sales growth in turn to add up to the overall growth of the food and beverage industry in the economy.

The Creator of coca cola

John Pemberton invented Coke in 1886 MISSION1To Refresh the World... In body, mind, and spirit 2To Inspire Moments of Optimism... Through our brands and our actions 3To Create Value and Make a Difference... Everywhere we engage.

CHAPTER 2: THE COCA COLA COMPANYCoca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale: Provide a moment of refreshment for a small amount of money- a billion times a day. The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. The Company aims at increasing shareowner value over time. The associates of this Company jointly take responsibility to ensure compliance with the framework of policies and protect the Companys assets and resources whilst limiting business risks. Coca-Cola is made up of 7000 local employees, 500 managers, over 60 manufacturing locations, 27 Company Owned Bottling Operations (COBO), 17 Franchisee Owned Bottling

Operations (FOBO) and a network of 29 Contract Packers that facilitate the manufacture process of a range of products for the company. It also has a supporting distribution network consisting of 700,000 retail outlets and 8000 distributors. Almost all goods and services required to cater to the Indian market are made locally, with help of technology and skills within the Company. The complexity of the Indian market is reflected in the distribution fleet, which includes different modes of distribution, from 10tonne trucks to open-bay three wheelers that can navigate through narrow alleyways of Indian cities and trademarked tricycles and pushcarts.

COBO FOBO CONTRACT PACKAGING

LOCATIONS OF COBO, FOBO & CONTRACT PACKAGING IN INDIA

COCA COLACoca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines in more than 200 countries. It is produced by The CocaCola Company and is often referred to simply as Coke. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft drink market throughout the 20th century. The company actually produces concentrate, which is then sold to various licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in cans and bottles to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single CocaCola bottler in North America and western Europe. The Coca-Cola Company also sells concentrate for fountain sales to major restaurants and food service distributors. The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, which has become a major diet cola. However, others exist, including Diet Coke Caffeine-Free, Cherry Coke, Coca-Cola Zero, Vanilla Coke and special editions with lemon and with lime and even with coffee. In response to consumer insistence on a more natural product, the company is in the process of phasing E211 or Sodium Benzoate, the controversial additive linked to DNA damage and hyperactivity in children, out of Diet Coke. The company has stated that it plans to remove the controversial additive from its other products - including Sprite, and Oasis as soon as a satisfactory alternative is discovered History Old German Coca-Cola bottle opener. The first Coca-Cola recipe was invented in Columbus, Georgia at a drugstore by John Stith Pemberton, originally as a cocawine called Pemberton's French Wine Coca in 1885. He may have been inspired by the

formidable success of European Angelo Mariani's cocawine, Vin Mariani. In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton responded by developing Coca-Cola, essentially a carbonated, non-alcoholic version of French Wine Cola.

The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886 It was initially sold as a patent medicine for five cents a glass at soda fountains, which were popular in the United States at the time due to the belief that carbonated water was good for the health Pemberton claimed Coca-Cola cured many diseases, including morphine addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton ran the first advertisement for the beverage on May 29 of the same year in the Atlanta Journal. For the first eight months only nine drinks were sold each day.[citationneeded]

By 1888, three versions of Coca-Cola sold by three separate businesses were on the market. Asa Griggs Candler acquired a stake in Pemberton's company in 1887 and incorporated it as the Coca Cola Company in 1888 The same year, while suffering from an ongoing addiction to morphine, Pemberton sold the rights a second time to four more businessmen: J.C. Mayfield, A.O. Murphey, C.O. Mullahy and E.H. Bloodworth. Meanwhile, Pemberton's alcoholic son Charley Pemberton began selling his own version of the product. In an attempt to clarify the situation, John Pemberton declared that the name Coca-Cola belonged to Charley, but the other two manufacturers could continue to use the formula. So, in the summer of 1888, Candler sold his beverage under the names Yum Yum and Koke. After both failed to catch on, Candler set out to establish a legal claim to Coca-Cola in late 1888, in order to force his two competitors out of the business. Candler purchased exclusive rights to the formula from John Pemberton, Margaret Dozier and Woolfolk Walker. However, in 1914, Dozier came forward to claim her signature on the bill of sale had been forged, and subsequent analysis has indicated John Pemberton's signature was most likely a forgery as well. In 1892, Candler incorporated a second company, The Coca-Cola Company (the current corporation), and in 1910, Candler had the earliest records of the company burned, further obscuring its legal origins. Regardless, Candler began marketing the product, although the efficacy of his concerted advertising campaign would not be realized until much later. By the time of its 50th anniversary, the drink had reached the status of a national icon for the USA. In 1935, it was certified kosher by Rabbi Tobias Geffen, after the company made minor changes in the sourcing of some ingredients. Coca-Cola was sold in bottles for the first time on March 12, 1894. Cans of Coke first appeared in 1955. The first bottling of Coca-Cola occurred in

Vicksburg, Mississippi, at the Biedenharn Candy Company in 1891. Its proprietor was Joseph A. Biedenharn. The original bottles were Biedenharn bottles, very different from the much later hobble-skirt design that is now so familiar. Asa Candler was tentative about bottling the drink, but the two entrepreneurs who proposed the idea were so persuasive that Candler signed a contract giving them control of the procedure. However, the loosely termed contract proved to be problematic for the company for decades to come. Legal matters were not helped by the decision of the bottlers to subcontract to other companiesin effect, becoming parent bottlers Coke concentrate, or Coke syrup, was and is sold separately at pharmacies in small quantities, as an over-the-counter remedy for nausea or mildly upset stomach. New Coke On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of the drink with "New Coke." Follow-up taste tests revealed that most consumers preferred the taste of New Coke to both Coke and Pepsi. Coca-Cola management was unprepared, however, for the nostalgic sentiments the drink aroused in the American public. The new Coca-Cola formula caused a public backlash. Protests caused the company to return to the old formula under the name Coca-Cola Classic on July 10, 1985. 21st century On February 7, 2005, the Coca-Cola Company announced that in the second quarter of 2005 they planned a launch of a Diet Coke product sweetened with the artificial sweetener sucralose ("Splenda"), the same sweetener currently used in Pepsi One On March 21, 2005, it announced another diet product, "Coca-Cola Zero", sweetened partly with a blend of aspartame and acesulfame potassium Recently Coca-Cola has begun to sell a new "healthy soda" Diet Coke with Vitamins B6, B12, Magnesium, Niacin, and Zinc, marketed as "Diet Coke Plus". On July 05, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the first time since the Arab League boycotted the company in 1968. In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-Cola". The word "Classic" was truncated because "New Coke" was no longer in production, eliminating the need to differentiate between the two. The formula remained unchanged.

Use of stimulants in formula When launched Coca Cola's two key ingredients were cocaine (benzoylmethyl ecgonine) and caffeine. The cocaine was derived from the coca leave and the caffeine from kola nuts - Coca-Cola (the 'K' in Kola was replaced with a C for marketing purposes). Coca - Cocaine Pemberton called for five ounces of coca leaf per gallon of syrup, a significant dose, whereas, in 1891, Candler claimed his formula (altered extensively from Pemberton's original) contained only a tenth of this amount. Coca Cola did once contain an estimated nine milligrams of cocaine per glass, but in 1903 it was removed Coca Cola still contains coca flavouring. After 1904, Coca Cola started using, instead of fresh leaves, "spent" leaves the leftovers of the cocaine-extraction process with cocaine trace levels left over at a molecular level. To this day, Coca Cola uses as an ingredient a cocaine free coca leaf extract prepared at a Stepan Company plant in Maywood, New Jersey. In the United States, Stepan Company is the only manufacturing plant authorized by the Federal Government to import and process the coca plant Stepan laboratory in Maywood, N.J., is the nation's only legal commercial importer of coca leaves, which it obtains mainly from Peru and, to a lesser extent, Bolivia. Besides producing the coca flavouring agent for Coca Cola, Stepal Company extracts cocaine from the coca leaves, which it sells to Mallinckrodt Inc, a St. Louis pharmaceutical manufacturer that is the only company in the United States licensed to purify cocaine for medicinal use N.J. Stepan buys about 100 metric tons of dried Peruvian coca leaves each year, said Marco Castillo, spokesman for Peru's state-owned National Coca Co. Kola Nuts - Caffeine Kola nuts act as a flavouring in Coca Cola, but is also the beverage's source of caffeine. In Britain, for example, the ingredient label states "Flavourings (Including Caffeine)". Kola nuts contains about 2 to 3.5 percent caffeine, is of bitter flavour and is commonly used in cola soft drinks. In 1911 The US government initiated United States v. Forty Barrels and Twenty Kegs of Coca-Cola, hoping to force Coca Cola to remove caffeine from its formula.

The case was decided in favour of Coca Cola. Subsequently, in 1912 the US Pure Food and Drug Act was amended, adding caffeine to the list of "habitforming" and "deleterious" substances which must be listed on a product's label. Coca Cola contains 46 mg/12 fl oz of caffeine, while Diet Coke CaffeineFree contains 0 mg. Caffeine may be used by athletes as ergogenic aid - to increasing the capacity for mental or physical labor. The ergogenic qualities of caffeine are contested, although there is strong evidence that it may significantly enhance endurance performance. For this reason, caffeine is listed as a restricted substance by the International Olympic Committee (IOC). Nevertheless Coca Cola was the leading sponsor of the 1996 summer Olympic games The exact formula of Coca-Cola is a famous trade secret. The original copy of the formula is held in SunTrust Bank's main vault in Atlanta. Its predecessor, the Trust Company, was the underwriter for the Coca-Cola Company's initial public offering in 1919. A popular myth states that only two executives have access to the formula, with each executive having only half the formula] The truth is that while Coca-Cola does have a rule restricting access to only two executives, each knows the entire formula and others, in addition to the prescribed duo, have known the formulation process] Franchised production model The actual production and distribution of Coca-Cola follows a franchising model. The Coca-Cola Company only produces a syrup concentrate, which it sells to various bottlers throughout the world who hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the final drink by mixing the syrup with filtered water and sugar (or artificial sweeteners) and then carbonate it before filling it into cans and bottles, which the bottlers then sell and distribute to retail stores, vending machines, restaurants and food service distributors The Coca-Cola Company owns minority shares in some of its largest franchises, like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company (CCHBC) and Coca-Cola FEMSA, but fully independent bottlers produce almost half of the volume sold in the world. Since independent bottlers add sugar and sweeteners, the sweetness of the drink differs in various parts of the world, to cater for local tastes

Brand portfolio Launche Discontinue Name Notes d d Coca1886 Cola CocaCola 1985 Cherry Still available in: American Samoa, Austria, Australia, Belgium, Brazil, China, Denmark, Federation of Bosnia and Herzegovina, CocaFinland, France, Germany, Hong Kong, Cola 2001 2005 Iceland, Korea, Luxembourg, Macau, with Malaysia, Mongolia, Netherlands, Lemon Norway, Philippines, Reunion, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Tunisia, United States, and West Bank-Gaza Still available in: Austria, Australia, China, Germany, Hong Kong, South 2002 2005 Africa, New Zealand (600ml and 350 ml only) and Russia It was reintroduced in June 2007 by 2007 popular demand CocaWas only available in Japan, Canada, and 2004 2007 Cola C2 the United States. CocaCola Still available in Belgium, Singapore 2005 with Lime CocaCola June End of 2005 Was only available in New Zealand. Raspberr 2005 y Only available in Federation of Bosnia Coca2005 and Herzegovina, Germany, Italy, Spain, Cola M5 Mexico and Brazil Coca2006 Middle of Was replaced by Vanilla Coke in June

Cola Black Cherry Vanilla CocaCola Blk CocaCola Citra CocaCola Light Sango CocaColaOrange Fanta Apple 2006

2007

2007 Only available in the United States, France, Canada, Czech Republic, Federation of Bosnia and Herzegovina, Bulgaria and Lithuania Only available in Federation of Bosnia and Herzegovina, New Zealand and Japan. Only available in France and Belgium.

Beginning of 2008

2006

2006

2007 2009

Only available in United Kingdom Available in India

Bottle and logo design The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason Robinson, in 1885 It was Robinson who came up with the name, and he also chose the logos distinctive cursive script. The typeface used, known as Spencerian script, was developed in the mid 19th century and was the dominant form of formal handwriting in the United States during that period. Earl R.Dean's original 1915 concept drawing of the contour Coca-Cola bottle Dean reduced the middle diameter...and the famous Contour Coca-Cola Bottle was born. The prototype never made it to production since its middle diameter was larger than its base. This would make it unstable on conveyor belts. The equally famous Coca-Cola bottle, called the "contour bottle" within the company, but known to some as the "hobble skirt" bottle, was created in 1915 by bottle designer, Earl R. Dean. In 1915, the Coca-Cola Company

launched a competition among its bottle suppliers to create a new bottle for the beverage that would distinguish it from other beverage bottles... "a bottle which a person could recognize even if they felt it in the dark, and so shaped that, even if broken, a person could tell at a glance what it was" Chapman J. Root, president of the Root Glass Company, turned the project over to members of his supervisory staff including company auditor T. Clyde Edwards, plant superintendent Alexander Samuelsson and Earl R. Dean, bottle designer and supervisor of the bottle molding room. Root and his subordinates decided to base the bottles design on one of the sodas two ingredients, the coca leaf or the cola nut, but were unaware of what either ingredient looked like. Dean and Edwards went to the Emeline Fairbanks Memorial Library and were unable to find any information about coca or cola. Instead they were inspired by a picture of the gourd-shaped cocoa pod in the Encyclopdia Britannica which Chapman Root approved as the model for the prototype.[39] Faced with the upcoming scheduled maintenance of the mold-making machinery, over the next 24 hours Dean sketched out and created the mold for the bottle. Dean then molded a small number of bottles before the glassmolding machinery was turned off. Chapman Root approved the prototype bottle and a design patent was issued on the bottle in November, 1915. The bottle was chosen over other entries at the bottlers convention in 1916 and was on the market the same year. By 1920, Deans contoured bottle became the standard for the Coca-Cola Company. Today, the contour Coca-Cola bottle is one of the most recognized packages on the planet..."even in the dark!" As a reward for his efforts, Dean was offered a choice between a $500 bonus or a lifetime job at the Root Glass Company. He chose the lifetime job and kept it until the Owens-Illinois Glass Company bought out the Root Glass Company in the mid 1930s. Dean went on to work in other Midwestern glass factories. Although endorsed by some, this version of events is not considered authoritative by many who cite its implausibility as difficult to believe. One alternative depiction has Raymond Loewy as the inventor of the unique design, but although Loewy did serve as a designer of Coke cans and bottles in later years, he was in the French Army in the year the bottle was invented and did not migrate to the United States until 1919. Others have attributed inspiration for the design not to the cacao pod, but to a Victorian hooped

dress. In 1997, Coca-Cola also introduced a "contour can", similar in shape to their famous bottle, on a few test markets, including Terre Haute, Indiana. This new can was however never widely released. A new slim and tall can has begun to appear in Australia as of December 20, 2006, which costs an average of $2AUD. The cans have a distinct resemblance to energy drinks that are popular with the teenage demographic. It is unknown if this design is of limited edition or may soon replace the current 355 ml cans that have been used in the past (the new slim cans are 300 ml, making the volume to cost ratio even smaller). In January 2007, Coca-Cola Canada changed "Coca-Cola Classic" labelling, removing the "Classic" designation, leaving only "Coca-Cola". Coca-Cola stated this is merely a name change and the product remains the same. The cans still bear the "Classic" logo in the United States. Coca-Cola in the new aluminum bottle. Coca-Cola is a registered trademark in most countries around the world and should always be written with the hyphen and not as "Coca Cola". The US trademark was registered in the United States Patent Office on 31 January 1893. In the UK Coca-Cola was registered with the UK Patent Office on 11 July 1922, under registration number 427817. In 2007, Coca-Cola introduced an aluminum can that is designed to look like the original glass bottles that Coca-Cola was first distributed in . In 2007, the Coca-Cola logo on cans and bottles has changed, retaining the red color and familiar typeface but taking branding back in time by removing much of the clutter on the can, leaving only the logo and a plain white swirl-- the "dynamic ribbon". In 2008, the Coca-Cola plastic bottles for all Coke varieties was changed with a new plastic screw cap and contoured bottle shape designed to evoke the old glass bottles. Local competitors Pepsi is often second to Coke in terms of sales, but outsells Coca-Cola in some localities. Around the world, some local brands do compete with Coke. In South and Central America, Kola Real, known as Big Cola in Mexico, is a fast growing competitor to Coca-Cola On the French island of Corsica,

Corsica Cola, made by brewers of the local Pietra beer, is a growing competitor to Coca-Cola. In the French region of Bretagne, Breizh Cola is available. In Peru, Inca Kola outsells Coca-Cola. However, The Coca-Cola Company purchased the brand in 1999. In Sweden, Julmust outsells CocaCola during the Christmas season. In Scotland, the locally-produced Irn-Bru was more popular than Coca-Cola until 2005, when Coca-Cola and Diet Coke began to outpace its salesIn India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink Thums Up. However, The Coca-Cola Company purchased Thums Up in 1993 As of 2004, Coca-Cola held a 60.9% market-share in India Tropicola, a domestic drink, is served in Cuba instead of Coca-Cola, in which there exists a United States embargo. Mecca Cola and Qibla Cola, in the Middle East, is a competitor to Coca-Cola. In Turkey, Cola Turka is a major competitor to Coca-Cola. In Iran and also many countries of Middle East, Zam Zam Cola and Parsi Cola are major competitors to Coca-Cola. In some parts of China, Future cola can be bought. In Slovenia, the locally-produced Cockta is a major competitor to Coca-Cola, as is the inexpensive Mercator Cola, which is sold only in the country's biggest supermarket chain, Mercator. In Madagascar, Classiko Cola, made by Tiko Group, the largest manufacturing company in the country, is a serious competitor to Coca-Cola in many regions. On the Portuguese island of Madeira, Laranjada is the top selling soft drink. In the UK Coca-Cola stated that Pepsi was not its main rival, but rather Robinsons drinks.[ Advertising An 1890s advertisement showing model Hilda Clark in formal 19th century attire. The ad is entitled Drink Coca-Cola 5. Coca-Cola's advertising has had a significant impact on American culture, and is frequently credited with the "invention" of the modern image of Santa Claus as an old man in red-and-white garments; however, while the company did in fact start promoting this image in the 1930s in its winter advertising campaigns, it was already common before that. In fact, CocaCola was not even the first soft drink company to utilize the modern image Santa Claus in its advertising White Rock Beverages used Santa in advertisements for its ginger ale in 1923 after first using him to sell mineral water in 1915 Before Santa Claus, however, Coca-Cola relied on images of smartlydressed young women to sell its beverages. Coca-Cola's first such

advertisement appeared in 1895 and featured a young Bostonian actress named Hilda Clark as its spokesperson. In the 1970s, a song from a Coca-Cola commercial called "I'd Like to Teach the World to Sing", produced by Billy Davis, became a popular hit single. Coca-Cola has a policy of avoiding using children younger than the age of 12 in any of its advertising. This decision was made as a result of a lawsuit from the beginning of the 20th century that alleged that Coke's caffeine content was dangerous to children. However, in recent times, this has not stopped the company from targeting young consumers.[citation needed] Coke's advertising is rather pervasive, as one of Woodruff's stated goals was to ensure that everyone on Earth drank Coca-Cola as their preferred beverage. This is especially true in southern areas of the United States, such as Atlanta, where Coke was born. Some of the memorable Coca-Cola television commercials between 1960 through 1986, were written and produced by former Atlanta radio veteran Don Naylor (WGST 1936-1950, WAGA 1951-1959) during his career as a producer for the McCann Erickson advertising agency. Many of these early television commercials for Coca-Cola featured movie stars, sports heroes, and popular singers of the day. During the 1980s, Pepsi-Cola ran a series of television advertisements showing people participating in taste tests essentially demonstrating that: "Fifty percent of the participants who said they preferred Coke actually chose the Pepsi". Statisticians were quick to point out the problematic nature of a 50/50 result; that most likely all this really showed was that in blind tests, most people simply cannot tell the difference between Pepsi and Coke. Coca-Cola ran ads to combat Pepsi's ads in an incident sometimes referred to as the cola wars; one of Coke's ads compared the so-called Pepsi challenge to two chimpanzees deciding which tennis ball was furrier. Thereafter, Coca-Cola regained its leadership in the market. Selena was a spokesperson for Coca-Cola from 1989 till the time of her death. She filmed three commercials for the company. In 1994 to commemorate her 5 years with the company, Coca-Cola issued special Selena coke bottles In an attempt to broaden its portfolio, Coca-Cola purchased Columbia Pictures in 1982. Columbia provided subtle publicity through Coke product

placements in many of its films while under Coke's ownership. However, after a few early successes, Columbia began to under-perform, and was dropped by the company in 1989. Coca-Cola has gone through a number of different advertising slogans in its long history, including "The pause that refreshes", "I'd like to buy the world a Coke", and "Coke is it" (see Coca-Cola slogans). In 2006, Coca-Cola introduced My Coke Rewards, a customer loyalty campaign where consumers earn virtual "points" by entering codes from special marked packages of Coca-Cola products into a website. These points can in turn be redeemed for various prizes or sweepstakes entries Sponsorship of sporting events Coca-Cola was the first-ever sponsor of the Olympic games, at the 1928 games in Amsterdam and has been an Olympics sponsor ever since.] This corporate sponsorship included the 1996 Summer Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight its hometown. Since 1978 Coca-Cola has sponsored each FIFA World Cup and other competitions organised by FIFA. In fact, one of the FIFA tournament trophy: FIFA World Youth Championship from Tunisia in 1977 to Malaysia in 1997 was called "FIFA - Coca Cola Cup".[54] In addition, Coca-Cola sponsors the annual Coca-Cola 600 and Coke Zero 400 for the NASCAR Sprint Cup Series at Lowe's Motor Speedway in Charlotte, North Carolina and Daytona International Speedway in Daytona, Florida. Coca-Cola has a long history of sports marketing relationships, which over the years have included Major League Baseball, the National Football League, National Basketball Association and the National Hockey League, as well as with many teams within those leagues. Coca-Cola is the official soft drink of many collegiate football teams throughout the nation. In India Coca Cola was the one of the official Sponsors of the 1996 Cricket World Cup. In England, Coca-Cola is the main sponsor of The Football League, a name given to the three professional divisions below the Premier League in football (soccer). It is also responsible for the renaming of these divisionsuntil the advent of Coca-Cola sponsorship, they were referred to as Divisions One, Two and Three. Since 2004, the divisions have been known as The Championship (equiv. of Division 1), League One (equiv. of Div. 2) and League 2 (equiv. of Division 3). This renaming has caused unrest

amongst some fans who see it as farcical that the third tier of English Football is now called "League One." In 2005 Coca-cola launched a competition for the 72 clubs of the football league - it was called "Win a Player". This allowed fans to place 1 vote per day for their beloved club, with 1 entry being chose at random earning 250,000 for the club. This was repeated in 2006. The "Win A Player" competition was very controversial, as at the end of the 2 competitions, Leeds United AFC had the most votes by more than double, yet they did not win any money to spend on a new player for the club. In 2007 the competition changed to "Buy a Player". This competition allowed fans to buy a bottle of Coca-Cola Zero or Coca-Cola and submit the code on the wrapper on the Coca-Cola website {www.cocacolafootball.co.uk}. This code could then earn anything from 50p to 100,000 for a club of their choice. This competition was favoured over the old "Win A Player" competition as it allowed all clubs to win some money, instead of all the money going to one winning club.

ORGANIZATION STRUCTURE OF COCA-COLA IN INDIA

Coca Cola Channel Marketing and ProfitsCoca Cola has managed their company marketing and sales strategy within channels. Have you ever considered the significance of the Coke vending machine to the success and profitability of the Coca Cola company?

This channel is direct to consumer and vending machines often have little to no competition and no trade or price promotions. Develop solutions for groups of customers and deploy your benefit throughout the channel as compared to forcing a broad solution onto multiple customer types.

For many food companies, the answer to this single question can point to sizeable new profits and opportunities for growth via adding new sales channels and opening new markets with profits and speed. The Coke Company operates three primary delivery systems for its business channels:

Bulk delivery for the channels of large Supermarkets, Mass Merchandisers and Club stores; For smaller channels Coke does advanced sale delivery for convenience stores, drug stores, small supermarkets and on-premise fountain accounts. Full service delivery for its full service vending customers. Key Channel Listing

Supermarkets Convenience Stores Fast Food Petroleum Retailers Chain Drug Stores Hotels/Motels/Resorts Mass Merchandisers U.S. DOD Military Resale retail commands: AAFES, NAVRESSO and DECA

Vending

If you noticed the growth of tractor trailer deliveries by Coke into C-Stores and other channels in the past year or so, you noticed their new delivery scheme. In 2006, the Company began changing its delivery method for its route delivery system. Historically, the Company loaded its trucks at a warehouse with products the route delivery employee would deliver. The delivery employee was responsible for pulling the required products off a side load truck at each customer location to fill the customer's order. Coke

began using a new CooLift delivery system in 2006 in a portion of the Company's territory which involves pre-building orders in the warehouse on a small pallet the delivery employee can roll off a truck directly into the customer's location. The CooLift delivery system involves the use of a rear loading truck rather than a conventional side loading truck. Coke anticipates the implementation of this delivery system will continue over the next several years. This rollout required additional capital spending for the rear loading delivery vehicle. The Company anticipates that this change in delivery methodology will result in significant savings in future years and more efficient delivery of a greater number of products.

CriticismsIt has been suggested that some of the information in this article's Criticism or Controversy section(s) be merged into other sections to achieve a more neutral presentation. The Coca-Cola Company has been criticized for its business practices as well as the alleged adverse health effects of its flagship product. A common

criticism of Coke based on its allegedly toxic acidity levels has been found to be baseless by researchers; lawsuits based on these criticisms have been dismissed by several American courts for this reason. Since there are indications that "soda and sweetened drinks are the main source of calories in [the] American diet,"] most nutritionists advise that Coca-Cola and other soft drinks can be harmful if consumed excessively, particularly to young children whose soft drink consumption competes with, rather than complements, a balanced diet. Studies have shown that regular soft drink users have a lower intake of calcium, magnesium, ascorbic acid, riboflavin, and vitamin A The drink has also aroused criticism for its use of

caffeine, due to the possibility of physical dependence A link has been shown between long-term regular cola intake, of which Coca-Cola is the most consumed brand worldwide, and osteoporosis in older women (but not men)This was thought to be due to the presence of phosphoric acid, and the risk was found to be same for caffeinated and noncaffeinated colas, as well as the same for diet and sugared colas. Although numerous court cases have been filed against The Coca-Cola Company since the 1920s, alleging that the acidity of the drink is dangerous, no evidence corroborating this claim has been found. Under normal conditions, scientific evidence indicates Coca-Cola's acidity causes no immediate harm. There is also some concern regarding the usage of high fructose corn syrup in the production of Coca-Cola. Since 1985 in the U.S., Coke has been made with high fructose corn syrup, instead of sugar glucose or fructose, to reduce costs. This has come under criticism because of concerns that the corn used to produce corn syrup may come from genetically altered plants. Some nutritionists also caution against consumption of high fructose corn syrup because of possible links to obesity and type-2 diabetes. In India, there exists a major controversy concerning pesticides and other harmful chemicals in bottled products including Coca-Cola. In 2003, the Centre for Science and Environment (CSE), a non-governmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India, including multinational giants PepsiCo and CocaCola, contained toxins including lindane, DDT, malathion and chlorpyrifos pesticides that can contribute to cancer and a breakdown of the immune system. Tested products included Coke, Pepsi, and several other soft drinks, many produced by The Coca-Cola Company. CSE found that the Indian produced Pepsi's soft drink products had 36 times the level of pesticide residues permitted under European Union regulations; Coca-Cola's soft drink was found to have 30 times the permitted amount. CSE said it had tested the same products sold in the US and found no such residues. After the pesticide allegations were made in 2003, Coca-Cola sales declined by 15%. In 2004, an Indian parliamentary committee backed up CSE's findings, and a governmentappointed committee was tasked with developing the world's first pesticide standards for soft drinks. The Coca-Cola Company has responded that its plants filter water to remove potential contaminants and that its products are

tested for pesticides and must meet minimum health standards before they are distributed.[63] In the Indian state of Kerala, sale and production of CocaCola, along with other soft drinks, was initially banned, before the High Court in Kerala overturned the ban ruling that only the federal government can ban food products. Coca-Cola has also been accused of excessive water usage in India.

CHAPTER 3: KANDHARI BEVERAGES Pvt. Ltd. CHANDIGARHINTRODUCTION ABOUT KANDHARI BEVERAGES Ltd.Kandhari Beverages Ltd. is one of the largest bottling franchisee of India under license with the coca cola company, U.S.A. Kandhari Beverages set up their first plant in Chandigarh in the year 1967, under the agreement with Parle group. Kandhari group of industries was promoted by late. Sh. Teja Singh Kandhari by setting up a bottling plant in Chandigarh by the name of M/S Chandigarh Bottling Company that bottled the parle drinks via gold spot, Thums up, limca, and citra. In the year 1993, the company entered in the franchise agreement with coca cola Company, U.S.A. & launched the world-renowned COKE brands. KBL is the first plant in the country to start a pet line. It has a total capacity of 1560 bottles per minute consisting of multiserve, RGB, Mazaa & 2 pet lines KBL became the BIGGEST FRANCHISE in 2004 & achieved the landmark of 12 million unit cases. It has three bottling plants in Chandigarh, Nalagarh Distt. Solan, Nabipur Distt. Fathegarh. The company has a prime presence in the industry and has been awarded various quality

awards and sales promotion awards for highest growth. KBL won a peacock award for environment management in 2002. KBL is no 1 in sales and production in India in 2009.

KEY PERSONNEL1Mr. Atul Singh: President and CEO India Division (CCI) 2Mr. Jaspal Singh Kandhari: Chairman and MD (KBL) 3Mr. Bikram Singh Kandhari: Executive Director 4Mr. Updeep Singh: DGM 5Mr. G S Saggu: DGM 6Mr. Rajan Sharma: DGM 7Mr. BP Singh: DGM 8Mr. Rajan Arora: DGM

Ch n ig rh ad a Ha n rya a Him c a Pra e h ah l ds Pu ja n b

Me tro 1 Dis ts 9 tric 1 Dis ts 0 tric 3 Dis ts tric

KBL FRANCHISE MATRICS

KBL was fir KBL was first of the Kandhari family plants. International brands were launched in 1993 # KBL is the first franchise plant in the country to start a PET line # KBL won the Golden Peacock award for Environment Management in 2002. # KBL has a total capacity of 1.

KBL AREA1From Le Corbousiers City Beautiful ~ Chandigarh to Land of Patiala Pegs! 2 From Sardars of Punjab to Jatts of Haryana! 3 From Hill stations of Shimla to snow mountains of Kullu-Manali

ORGANIZATION STRUCTURE SALES DEPARTMENT IN KBPL:

OF

THE

MARKETING MIX OF K.B.P.LThe Coca-Cola Company offers a wide range of products to the customers including beverages, fruit juices and bottled mineral water. The Company is always looking to innovate and come up with, either complete new products or new ways to bottle or pack the existing drinks. The Coca-Cola Company has a wide range of products out of which the following products are marketed by KBPL:

In the Cola Section:

In the Lemon Section

1In the Orange section:

2In the Apple SectionFanta Apple

3In the Juice section:

4In the Soda Water and Bottled Mineral Water section:

PACKAGING DETAILS

NUMBER OF BOTTLES IN A CASE

PRICE DETAILS Pack 300 ML 200 ML 250 ML 2 Ltr Pet 500 ML Pet Retail Price 12/10/12/60/22/Price for retailer 252 168 252 486 480

EXPLANATION PROCESS

OF

MANUFACTURING

The manufacturing of the products of Coca-Cola involves the following steps: 1. Water passes through the water treatment plant, further passing through the sand filter and the activated carbon filter, so as to attain pure cleansed water. 2. In the syrup room, the concentrate is blended with the sugar syrup 3 .Once both the water and the final syrup are ready, they are both mixed together and sent to the carbonator section where Carbon Dioxide is added to the mixture to form the final product. 4. On the other hand, simultaneously, the returnable glass bottles are

depalletized, inspected and washed for the purpose of filling in the final product in it. This step does bottles once used are disposed. 5. The product is finally filled in the bottles, crowned (in case of RGB)/ capped (in case of PET bottles), labeled and cased in order to be sent into the warehouse for distribution. not take place in the PET bottle line as the

CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

DISTRIBUTION NETWORKKBPL has a wide and well-managed network of salesmen appointed for taking up the responsibility of distribution of products to diverse parts of the cities. The distribution channels are constructed in such a way that the demand of customers is fulfilled at the right place and the right time when they need it. A typical distribution chain at KBPL would be:

Production --- Plant Warehouse --- Depot Warehouse --- Distribution Warehouse --- Retail Stock --- Retail Shelf --- Consumer The customers of the Company are divided into different categories and different routes, and every salesman is assigned to one particular route, which is to be followed by him on a daily basis. A detailed and wellorganized distribution system contributes to the efficiency of the salesmen. It also leads to low costs, higher sales and higher efficiency thereby leading to higher profits to the firm.

R E D(RIGHT EXECUTION DAILY)

5.1: RED works on two categories1) Type of Outlets

RED works on two categories1).Type of outlets 2) Volume of Outlet

1. Type Of Outlet (Channel) (A ) GROCERY STOREGrocery (customer profile): Store stocking a variety of regular uses household items. The channels provide an opportunity for penetration as it propels home consumption. It includes all karyana stores, departmental stores, supermarkets, provision stores etc. Necessary Availability - 2 liter and 300ml

(B ) EATING & DRINKING CHANNELEating and Drinking Channel: Outlets range from the high-end restaurants to the smaller dhabas. These outlets offer multiple Opportunity to effect sales as people usually order something to drink along with food. It includes

- Restaurants - Bars and Pubs - Dhabas

(C ) CONVIENCE CHANNELPan/bidi shops (customer profile) : This segment includes PAN BIDDI outlets that stock cigarettes, mint, confectionary. It covers STD/ISD phone booths, travel channel etc. Small outlets that mainly sell 200ml or 300ml bottles. They may also sell 600ml.

2. VOLUME OF OUTLETS

Market Segmentation models

Visi-cooler presence & conditionVisi-cooler Compliance position, display & Brand Order

Under RED market developer has to ensure that shopkeeper must display all products. Display may be in the form of Shelf Display, Table Top Display etc. All products must be displayed in brand order COLOJK i.e. Coke, Thums up, Limca, Sprite, Fanta, Maaza, Minute Maid Pulpy Orange, Kinley (mineral water & Soda water).

5.2.4. Activation ElementsMarket developer must ensure that all these activation elements must available at all the outlets. Detail of activation elements must available at GROCERY STORES: 1.WARM DISPLAY RACK 2.SHELF DISPLAY

OPTIONAL ELEMENTS:1.STANDEE 2.FLANGE 3.SIX MOBILE HANGER 4.VISI COOLER BRAND STRIP

ACTIVATION ELEMENTS FOR E&D:1.COMBO STANDEE 2.FLANGE OR STANDEE OR GSB 3.BRANDED TABLE MAT 4.MENU BOARD OR MENU CARD

OPTIONAL ELEMENTS:1.WARM DISPLAY RACK 2.TABLE TOP RACK 3.TENT CARD

ACTIVATION ELEMENTS FOR CONVENIENCE:1.WARM DISPLAY RACK OR 1 TIER RACK 2.FLANGE OR STANDEE 3.AERIAL MOBILE HANGER

OPTIONAL ELEMENTS:1.TABLE TOP DISPLAY 2.VISICOOLER BRAND STRIP

RED SCORE TRACKINGThe performance of market developer is measured on the basis of score tracking. Tracking will be done of the following Parameters: 1.Visi-cooler 2.Availability 3.Activation Elements 4.Bonus GRAND TOTAL 30 points 50 points 20 points 05 points 105 points

These 105 points are distributed in various Parameters explained in the following table:

RED SCORING SHEET 2009, ALL CHANNELS ALI VPO CLASSE&D Type 1 D G S1. 2. 3. 4. 5. 6. 7. 8. Subtotal 9. Sparking soft drink (SSD) including soda 200 or 300 ml (Diamond/Gold Cola +3) Silver (Cola +2) Sparking soft drink (SSD) including soda Mobile pet 500/600 Ml Dimond (Cola + 3) Gold (Cola +2) Silver (Cola +1) Xpress 350 Ml Diamond/Gold(Sprite +2) Silver(Silver+1) Any Juice RGB (200/250 ML any Juice Tetra) Mobile Juice (Diamond/Gold 2 flavour) Silver (1 flavour) Juice large Pet (Diamond/Gold 2 flavours) Large Pet 1.25 Ltr/1.5 Ltr/2 Ltr/2.25 Ltr including soda (Diamond (Cola +3) Gold (Cola +2) Silver (Cola +1) Water (either 500 ml or 1 ltr) Sub Total Is a Coca Cola Visicooler present (if answer is no skip question 2-8) Is the Visicooler/Chest as per standerd? Stills Cooler (in diamond outlets only) Is the Visicooler in the Prime position? Is the Visicooler into working condition? Is the Visicooler in the light working? Is the Visicooler 100% pure? Is the Visicooler shelf order compliant ?

E&D Type 2 D G S

Grocery D G

S

Convenien D G S

6 1 5 1 1 10 6 30 20

6

6

6 1

6

6

6 1

6

6

6 1

6

6

5 2 1 10 6 30 20

5 2 1 10 6 30 22

5 1 1 1 0 6 3 0 3 6

5 2 1 10 6 30 36

5 2 1 10 6 30 40

5 1 1 10 6 30 6

5 2 1 10 6 30 6

5 2 1 10 6 30 16

5 1 1 1 0 6 3 0 2 0 1 6

5 2 1 10 6 30 20

5

2

1

1

6

3

2

10.

16

16

16

12

12

12

16

1

11. 12. 13. 14.

6 6

6 6

6 6

9

9

10

3 6 6 15

3 6 6 15

6 6

6 6

6 6

6

6

10

15.

2 50

2 50 50

5 5 0

5 50 50

2 50

2 50 50

2 5 0

2 50

5

E&D 16. Branded Menu cards with KO beverages menu(at least 5 menu cards) Menu board (at least 1) Combo element Flange/Road Standee/Flex/Glow sign board (at least 1 of the four) 10 10 10 1 0 10 10 10

17.

3

3

3

3

3

3

Grocery 18. Three tier rack pure & charged Shelf display than rack) (other 8 8 8

19. Convenience 20. 21. 22.

5

5

5

Table too display unit/hanging rack/aerial hanger Shelf Display (other than rack) Flange/Road Standee/Flex/Glow Sign Board(at least 1 of the 4) OBM/Dnnking communication Shot 3 4 3 4 3 4 3 4 3 4 3 4 3 4 3 4 3 4

5 5 3

5 5 3

5 5 3

All Channels 23. 24. 3 4 3 4 3 4

Are prices of Coca Cola products communicated in a clear and visible manner?

Sub Total Total Bonus Points 25.

20 100

20 100

20 100

20 100

20 100

20 100

20 100

20 100

20 100

20 10 0

20 100

20 100

26.

Large Pet/Fridge pack bonus/Diamond (Cola +3) Gold (Cola +2) Silver (Cola +1) Mobile Express pack bonus mobile diamond (cola +3) gold (cola +2) Silver (cola +1) Express (diamond/gold/silver +2 sprite +1)

5

5

5

5

5

5

5

5

5

5

5

5

Grand Total

105

105

105

105

105

105

105

105

105

10

105

105

5

OBJECTIVES OF RED1. The main objective of this RED project is to increase the sales of the company. 2. The next objective of this projects is to advertise the various Products of the company. 3. The main objective of RED is to look out the retail outlets for the displays of company products. 4. To study the channel analysis of Coca Cola through retail outlets in Patiala. 5. To study the effectiveness of advertising products in the retail outlets and their correction to visualise through consumer.

Someone has rightly said that1. JO DIKHTA VO BIKTA HAI2. JITNA DIKHTA HAI UTNA BIKTA HAI 3. JAISA DIKHTA HAI VAISA BIKTA HAI

CHAPTER 5 : METHODOLOGY

RESEARCH

Project RED is a live project. It can broadly be classified in two stages, which can be described as follows.

Initial Stage:This stage comprises of Product Knowledge and Process Knowledge. 1The product knowledge means the knowledge of every product and its variants offered by the company2The Process Knowledge means the knowledge about the distribution of the product and its variants from the sales depot to the different retailers of the city. The actual knowledge about the product and the process was attained with the help of Route Riding. Route Riding means to visit different outlets on the commuting vehicle (vehicle which carries coke product from depot to different outlets) along with salesman. By the route riding it is very easy to grasp and understand how the cola market actually works. Route riding elaborated the factors influencing the cola market and provided the information about the competitors strategies and schemes which they offer to the retailers in order to gain advantage. Retailers grievances were best know with the help of route riding through personal interaction. Also with route riding any one can know about the sales status of an outlet on a daily basis.

Later stage:

This stage comprises of the serious implementation of the project RED in the area of Patiala. To ensure effective and fruitful implementation of the campaign, market developers (M.D.) were appointed by the company. Market Developers carried the responsibility to handle all the activities under the R.E.D. campaign. The first step involved in this stage was to select the outlets where the campaign has to be implemented. The outlets are selected on the basis of some parameters like annual sale of the outlet, type of the outlet, space available at the outlet etc. Total available market was mainly segmented on two parameters, which are given below on the next page.

1)Outlet volumeOn basis of outlet volume outlets are divided into e main types. a)Diamond: This category includes those outlets whose annual sale is more than 800 crates. b)Gold :This category includes those outlets whose annual sale is from 500 to 799 crates. c)Silver :This category includes those outlets whose annual sales is from 200 to 499 crates.

2) Channel cluster On basis of channel cluster outlets are divided into 3 main types. (a.) Grocery :These outlets are primarily engaged in retailing of food and various household items. It includes grocers (outlets dealing mainly in grains, provision, spices, edible, oil etc.), and general stores. (b.) E&D (Eating and Drinking):- Outlets selling items to eat which are being cooked within outlet, made at the outlet with possibility of consuming those products within the outlet. The outlet may have a place to sit. It includes Bakery, sweets shop, Restaurant, Bars, Juice centers, Ice cream parlor. (c.) Convenience:It includes outlets which are small stores or shops,

generally accessible locally. These are often located alongside of busy roads. It includes Chemists, STD booths, Pan Shops etc. After the identification of the outlet on the pre specified norms, the total area of Patiala market was fragmented and each fragmented sub market was to be looked after by the market developers appointed by the company. Each M.D. had his permanent journey plan

(P.J.P. Plan):.

The P.J.P. plan is a day wise schedule of a market

developer which contains the names of the outlets to be visited by him coming under the campaign R.E.D. where the project has to be implemented. After getting permanent journey plan the next step was to visit the outlets for gaining initial information of every individual outlet as well as

market on a whole. The visit to all the outlets of that area helped in revealing its market condition. Visiting the outlets clearly showed the picture of the market situation prevalent in Patiala.

MY ROLE IN PROJECT REDAVAILABILI TY VISICO (BRANDS IN OLER Nos)R G B JU IC E M M A O A BI Z LE A J UI C E P E T

NAM E

TOWN

ACTIVATIONS H E L F D I S P L A Y T A B MOBI L LE E HANG ER T O P

S.NO.

NAME OF OUTLETS

AREA

CHAN NEL

CAT.

PRIM E LOC ATIO N

PU RIT Y

RG B

6 0 0 M L

2 L t r

RA CK

TOTAL_________________ _____ SIGNATURE OF DGM / SM ___________________ ___________ SIGNATUR E OF ASM __________________ ________________________ ________ _____________ SIGNATURE SIGNATURE OF OF SE MARKET DEVELOPER

1IMPLEMENTATION

First and foremost task for me was to

implement the project in the given area with the support of MDs (MARKET DEVELOPER). Various norms for different outlets had been fixed but their implementation was very important. Different areas were assigned to me in which I implemented RED and these areas are further visited by various higher

officials of the organization. 1I measured the performance of sales team and distributors (under RED) in outlets with respect to all parameters of execution. 2I have to check the stock, that is available in the shop, then I have to make a report, and send to me team leader, the format of the report is that.

MARKET AUDITING (TRACKING PERFORMANCE) Tracking performance of the MD of corresponding area was also my responsibility. I had to score him on fixed norms (RED SCORING SHEET) and also give the feedback on his performance.

2FINDING LOOPHOLES Finding loopholes in the system like absence of co-ordination between MDs and SALES TEAM and report to higher officials (Mr. Kamal Sharma) and DGM (SALES). 3BRAND CONTACT - I had to interact regularly with shopkeepers to know their grievances and solve them. If I could solve them then I reported them to my company guide, else he suggested me the alternatives. 4AVAILABILTY - I also need to give company Daily availability report of Patiala of various brand.

FINDINGS OF PROJECT1). According to the demand of outlet owners, delivery of products are not Made available in the outlets. 2). Efficient brands of coca cola are not available in outlets. 3). Sales people and delivery persons do not visit the outlets on a regular basis. 4). Advertisement materials are not available in the right time at the right place i.e. Different Channels like Grocery, Convenience, E&D. 5). Many outlet owners have complains on improperly working VISICOOLER i.e. its cooling Capacity is low or its lights are not working. 6). Improper management is seen as No mechanics visit the outlets despite of Complaints issued by outlet owners 7). Visicoolers are not placed at their Prime locations in many outlets 8). Many outlet owners express deep in satisfaction towards coca-cola as they do not get any Prize or Cash discount as they receive from other companies.

RECOMMENDATIONS1.Delivery position should be maintained to get good return from the market. 2.The company must try to make different brands of Coca-Cola available at every retail outlet whether it is large or small, otherwise the consumer may go for substitute. 3.Sales People and delivery persons should properly monitor the market whether stocks are available and are properly utilized in the market or not. 4.If Sign boards/Display boards are costly then we can provide them alternate arrangements like wall paintings and posters. 5.We can provide them beautiful display racks, tablemats, menu-cards etc, containing the trademark and brand name of the company. 6.Display material should be provided to the retailers on more regular basis to increase the sales level. 7.Maintenance work of refrigerator must be improved. 8. The company should take steps to replace damaged or un-sellable CocaCola goods frequently from the retailers. 9. The Company employees should make direct contact with the consumers, so that they may aware with real situation of the market and consumers attitude towards the product. For this they can arrange awareness camps in different locations.10. At every petrol-pump we should install Fountain Machine. It will be helpful in generating impulse purchase and also as awareness about the products of the company among the consumers.

LIMITATIONS OF THE CAMPAIGN1. Out of nearly 650 total coca cola selling outlets were selected by the company (These selected outlets had a very high volume of sales of coca cola & its different brands. To maintain all the brands in the required orientation Brand pack Order was very tough). 2. Many of the retailers were reluctant to keep there visicoolers pure or in the prescribed brand pack order without any genuine reason. They were hesitant even in allowing the company appointed MDs to pure their v/cs. They wanted to keep the products in the way convenient to them. 3. Each retail counter exhibited a different sales scenario. In some shops

the sales of R.G.B. Scaled heights whereas in others pet bottles were in high demand. Due to this influencing factor the retailers were tentative to stock the prescribed product variants. 4. Time constraint-the campaign R.E.D was designed to be implemented

over a period spanning one year. Many aspects of the campaign are still left unexplored as the project highlights the analysis for the work done for 14 weeks.

CONCLUSIONRED is a worldwide project of COCA COLA Company. This project is playing a very important role for the company. With the help of this project, sale of the company has been increased. Because in this project there is one market developer who has to ensure that Visicooler must be on prime location, all brands must available, all brands must displayed in brand order i.e. COLOJK. All the activation elements like warm display rack, table top rack, standees etc must be available at all outlets come under RED. All these elements help the company in increasing the sales because 1.JO DIKHTA VO BIKTA HAI 2. JITNA DIKHTA HAI UTNA BIKTA HAI

3. JAISA DIKHTA HAI VAISA BIKTA HAI

Definitely when sales increase then profits also increases. With the help of this project company has increased its sale in Patiala region and also company can measure or check the performance of each franchises working all over the world with COCA COLA COMPANY.

BIBLIOGRPHYMarketing Management Marketing Research : Philip Kottler : Bound, Stash & Others

Booklet of RED, COCA COLA INDIA www.coca-cola.com