Net operating income=Operating income-operating expenses(before tax deduction) TEA, COFFEE, DAIRY DOMINATE KEY NEED STATES
800 employees Sample size for ice tea -10 Sample size for cold coffee-56 Convenience/accidental sampling
CORPORATE INTERNSHIP PROGRAM
SUBMITTED IN PARTIAL FULFILMENT OF PGDM PROGRAM 2012-14,FIIB,N.D.
Name: Shreesti Ghosh, Roll No.8
Project Title: Market Penetration of Georgia
Name of the Organization: Coca-Cola India Pvt. Ltd.
FIIB, New Delhi
1. Arijit Mitra
National Sales ManagerCommercial Beverages
Coca-Cola India Pvt. Ltd.
2. Manjula Dhiman
National Marketing Manager
Coca-Cola India Pvt. Ltd.
THE COCA-COLA COMPANY
Coca-Cola was developed in 1886 by Dr. John S. Pemberton.
Coca-Cola operates in over 215 countries across the globe.
Coca-Cola sells more than 1 billion drinks a day and employs 1,50,000 people directly and
indirectly all over the world.
Sell over 22 billion unit cases in a year – that is over 100 billion litres.
Net Operating Revenue of Over 24 Billion US$.
Today over 77% of their business comes from their international Operations.
TEA & COFFEE INDUSTRY IN INDIA
India & China account for over 58% of worlds tea
production & consumption.
India is the largest consumer of tea in the world by
Market size of Tea & Coffee in India is roughly
20000 crores & growing at 5% annually.
There are roughly 5000 branded coffee shops or
baristas across India and growing at over 35%
annually, with almost all major international players
making a presence.
Others, 5.7% Bulk
World’s coffee and tea market is expected to reach almost $70 billion by 2015
Business development and increasing the sales of Georgia by adding
new accounts to Georgia’s business.
•Expanding the business portfolio from B2B to B2C.
•Brand awareness of Georgia and gaining channel insights in the EnD segment.
•Receptiveness of Georgia at various organizations.
•Analyzing the Georgia business and understanding the industry.
Primary Data-Personal interviews, questionnaires
Secondary Data-Internet, company documents/previous reports
Description of Work:
Communication of business proposal(email, telephone)
Fix up meetings
Strike the deal
Supply of stock
Competitive analysis(tools-SWOT and strategy canvas)
Analysis of beverage at organizations(convenience sampling)
Statistical tools: MS excel
p ro j t t o D e f
The d ou
rrie her par ll
and dia as y the
Reasons for unsuccessful business
Recommendation and the deciding parameters for the same
Launched in 2002
GEORGIA Gold Coffee & Tea are served in McDonalds India and Subway.
2012: Introduced Seaga & Crathco M/C’s
Best in Class
Increased Focus From Organized Players
Vending ~ Rs.3000 Cr, 2 YR CAGR 40%
Rs. 500 CR
HOT & COLD T&C
CAFÉ COFFE DAY
Rs. 200 CR
HOT B2C VENDING
HOT PREMIX &
Currently, Georgia Is 0.2% of Tea & Coffee Industry and 2% of OOH Vending.
BUSINESS PROPOSAL FOR GEORGIA
COLD COFFEE AND ICE TEA
1) To prepare cold beverage from premix instead of Vending Machine
2) To Install Vending machine.
To Use Premix only
Advantage of using Premix Only
•No chances of breakdown of machine
•Very less/ no electricity consumption to make beverage
•Remove the problem of space to keep machine
•It will take 2-3 minutes to prepare the beverage
•No spillage of beverage
•Consistent taste of the beverage
•Consistent temperature of the beverage
One scoop to measure premix while preparing the beverage. (Company provides the same)
Arrange Coffee Shaker/Sipper to make the beverage else you can also arrange a hand blender which
will blend the water with premix to make beverage.
COSTING AND OTHER DETAILS OF BEVERAGE
The premix model reduces operational efficiency as well.
To Install Georgia Vending Machine
• Provide used (not brand new) cold vending machine which will meet the expectation aesthetically &
operationally with an exciting array of beverages.
• Provide cold vending machines on monthly rent of Rs 1000/mc/month.
• Request for a person from the other end to do daily sanitization and maintaining hygiene for better
• Sign a machine bailment agreement to enable the company to start the equipment installation process.
OFFER FOR COLD BEVERAGES: PER CUP PRICING
Format of Daily Report
SWOT ANALYSIS OF GEORGIA
Employee engagement by the Coca-Cola India family.
Vending equipment and spares directly managed by
Coca-Cola India Pvt. Ltd.
Widest range of product portfolio
Use of dairy whitener which improves hygiene and
removes hidden costs associated with wastage and
Cost of vending machine higher than other
Passive Georgia India website and online engagement
Absence of brand tagline (low brand awareness).
Non-availability of product in in-house and retail.
Absence of café/kiosks.
Tea and coffee continue to top the beverage industry.
Expanding the business from B2B to B2C (in-home
and retail) with special focus on premix.
Increasing working class and urbanization leading to
more preference of premix.
Increase in usage occasions both in-home and OOH.
Highly cluttered market.
Increasing media spends by competitors like Nescafe,
CCD, Lipton etc. reducing Georgia’s share of voice.
Regular expansion of product portfolios by the top
STRATEGY CANVAS OF GEORGIA V/S
REASONS FOR UNSUCCESSFUL OUTLETS
Existing partnership with some other brands like Pepsico.
Many food joints have the perception that preparing the beverage is a hassle and it’s
better to sell packaged ready-to-drink beverage.
Premix is provided to outlets where minimum cuppage does not matter and vending
machines are provided to those outlets whose minimum cuppage is 50 because the
vending machine is provided at a rental of Rs.1000/month.
Not much demand for ice tea in Indian eating outlets like Rajdhani, The Chowk etc.
Adequate amount of pre-existing stock like Monin syrup for ice tea.
Reasons for unsuccessful B2B deal
SIGNIFICANT OPPORTUNITY TO EXPAND BUSINESS
Currently, Georgia Is 0.2% Of Tea & Coffee Industry And 2% Of OOH Vending
IMPACT OF THE RECOMMENDATIONS
ON THE ORGANIZATION
Pilot launch of Georgia RTD cold coffee and ice tea by end of August
Digital marketing( social media presence, active brand website).
Helped the organization gain insights in the EnD segment.
•The market covered was confined to Gurgaon only.
•Chances of some biasness could not be eliminated.
Selling and Negotiation Techniques
Business Communication-I,II(email, report)
Realistic view of the peoples’ behavior and attitude in the organization.
Ease of work-no pressure
Easy to sustain but difficult to get in