BBA Level project on: Coca Cola India pvt. ltd.

1. Coca-Cola India Pvt. Ltd.
JITENDRA SANGLE

2. Coca-Cola India Pvt. Ltd.
Coca-cola India Pvt. Ltd.
INTRODUCTION
Coca-Cola, the corporation nourishing the global community with the world’s largest selling
soft drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, giving new
thumbs up to the Indian soft drink market. In the same year, the Company took over ownership
of the nation’s top soft-drink brand and bottling network. It’s no wonder our brands have
assumed an iconic status in the minds of the world’s consumers.
The Coca-Cola Company is the world's largest beverage company, largest manufacturer,
distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is
one of the largest corporations in the United States. The company is best known for its flagship
product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola
formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola
Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more
than 400 brands in over 200 countries or territories and serves 1.6 billion servings each day.
The company operates a franchised distribution system dating from 1889 where The Coca-Cola
Company only produces syrup concentrate which is then sold to various bottlers throughout the
world who hold an exclusive territory.
The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE
and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell 1000 Growth Stock
Index. Its current chairman and CEO is Muhtar Kent.
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HISTORY
The Coca-Cola Company was originally established as the J. S. Pemberton Medicine Company,
a co-partnership between Dr. John Stith Pemberton and Ed Holland. The company was formed
to sell three main products: Pemberton's French Wine Cola (later known as Coca Cola),
Pemberton's Indian Queen Hair Dye, and Pemberton's Globe Flower Cough Syrup. In 1884, the
company became a stock company and the name was changed to Pemberton Chemical
Company. The new president was D. D. Doe while Ed Holland became the new Vice-
President.Pemberton stayed on as the superintendent. The company's factory was located at No.
107, Marietta St. Three years later, the company was again changed to Pemberton Medicine
Company, another co-partnership, this time between Pemberton, A. O. Murphy, E. H. Blood
worth, and J. C. Mayfield
Finally in October 1888, the company received a charter with an authorized capital of
$50,000.The charter became official on January 15, 1889. By this time, the company had
expanded its offerings to include Pemberton's Orange and Lemon Elixir.
FOCUS AREA:
Production:
Processes and methods employed in transformation of tangible inputs (raw materials, semi-
finished goods, or subassemblies) and intangible inputs (ideas, information, know how) into
goods or services. To study the production activity carried out in the plant.
TYPE OF PRODUCTION:
Mass production:
Mass production is the name given to the method of producing goods in large quantities at low
cost per unit. But mass production, although allowing lower prices, does not have to mean low-
quality production. Instead, mass-produced goods are standardized by means of precision-
manufactured, interchangeable parts. The mass production process itself is characterized by
mechanization to achieve high volume, elaborate organization of materials flow through various
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stages of manufacturing, careful supervision of quality standards, and minute division of labour.
To make it worthwhile, mass production requires mass consumption. Until relatively recent
times the only large-scale demand for standardized, uniform products came from military
organizations. The major experiments that eventually led to mass production were first
performed under the aegis of the military.
PLANT LAYOUT:
Efficient production depends on how well the machinery, production facilities and
employee amenities are placed and located in the plant. The adequacy of layout affects the
effectiveness of subsequent operations.
A good layout in a plant will ensure smooth and rapid movement of material from the
stage of raw material to the end product stage. The grouping of equipment and operations in a
factory for the greatest degree of efficiency is called Plant Layout. It can also be defined as the
location of machinery, tools and support system properly organized in a manufacturing facility
resulting in an efficient flow of product.
A good layout results in comforts, convenience, safety, efficiency, compactness and
profits. A poor layout results in congestion, waste, frustration and inefficiency.
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 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 sweeteners, and then carbonate it
before putting it in 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)
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and Coca-Cola FEMSA, but fully independent bottlers produce almost half of the volume sold
in the world. Independent bottlers are allowed to sweeten the drink according to local tastes.
The bottling plant in Skopje, Macedonia, received the 2009 award for "Best Bottling Company".
AUTOMATIC PET BLOW MOULDING MACHINE
SPSB Series of Two Stage PET Blow Moulding Machine
SHYAM PLASTIC MACHINERY manufactures
excellent quality Automatic PET Blow Moulding
Machines for PET bottle production. Our
Automatic PET Blow Moulding Machines have
wider wide-mouth capability, faster production
rates, and shorter changeover times. Also have features such as preferential heating or heat-
setting capability. Our Two stage Plastic PET machines can make bottles from round to flat
bottle styles. With our two stage Automatic PET Blow Molding Machines you can produce
various different shaped PET containers, such as mineral water bottle, beverage bottle,
cosmetics bottle, medicine bottle, pesticide bottle, edible oil bottle, milk bottle, Juice bottle and
many more types of Plastic PET Bottles.
Low labor consumption, high output, uniform bottle
quality, easy and safe operation, and short changeover
times make this system very efficient to operate, are the
main features of our plastic machine range to meet the
needs of various applications. It comes with one or two
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cavities and makes bottles or jars up to 5L at rates around 1200 bottles/hr. Controlled by PLC,
the whole process from perform feeding to bottle discharging is complete automatically, with
advantages of labor saving.
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MARKETING
MARKETING RESEARCH-
Marketing research involves conducting research to support marketing activities, and the
statistical interpretation of data into information. This information is then used by managers to
plan marketing activities, gauge the nature of a firm's marketing environment and attain
information from suppliers. Marketing researchers use statistical methods such as quantitative
research, qualitative research, hypothesis tests, Chi-squared tests, linear regression, correlations,
frequency distributions, Poisson distributions, binomial distributions, etc. to interpret their
findings and convert data into information. The marketing research process spans a number of
stages including the definition of a problem, development of a research plan, collecting and
interpretation of data and disseminating information formally in form of a report. The task of
marketing research is to provide management with relevant, accurate, reliable, valid, and
current information.
FOUR P’s OF MARKETING-
A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which has
seen wide use. The four Ps concepts are explained in most marketing textbooks and classes.
Elements of the marketing mix are often referred to as 'the four Ps':
JITENDRA SANGLE
PriceProduct
Place
Promotion
MARKETING

8. Coca-Cola India Pvt. Ltd.
• Product - A tangible object or an intangible service that is mass produced or
manufactured on a large scale with a specific volume of units. Intangible products are
service based like the tourism industry & the hotel industry or codes-based products like
cell phone load and credits. Typical examples of a mass produced tangible object are
the motor car and the disposable razor. A less obvious but ubiquitous mass produced
service is a computer operating system.
• Price – The price is the amount a customer pays for the product. It is determined by a
number of factors including market share, competition, material costs, product identity
and the customer's perceived value of the product. The business may increase or
decrease the price of product if other stores have the same product.
• Place – Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. It can include any physical store as well as
virtual stores on the Internet.
• Promotion- represents all of the communications that a marketer may use in the
marketplace. Promotion has four distinct elements - advertising, public relations, word
of mouth and point of sale. A certain amount of crossover occurs when promotion uses
the four principal elements together, which is common in film promotion. Advertising
covers any communication that is paid for, from cinema commercials, radio and Internet
adverts through print media and billboards. Public relations are where the
communication is not directly paid for and includes press releases, sponsorship deals,
exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any
apparently informal communication about the product by ordinary individuals, satisfied
customers or people specifically engaged to create word of mouth momentum. Sales
staff often plays an important role in word of mouth and Public Relations.
Coca-Cola's advertising has significantly affected American culture, and it is frequently credited
with inventing the modern image of Santa Claus as an old man in a red-and-white suit. Although
the company did start using the red-and-white Santa image in the 1930s, with its winter Coca-
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Cola was not even the first soft drink company to use the modern image of 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, Coca-Cola relied on images of smartly-dressed young women to sell
its beverages. Coca-Cola's first such advertisement appeared in 1895, featuring the young
Bostonian actress Hilda Clark as its spokeswoman.
1941 saw the first use of the nickname "Coke" as an official trademark for the
product, with a series of advertisements informing consumers that "Coke means Coca-Cola".
In 1971, a song from a Coca-Cola commercial called "I'd like to teach the World
to sing," produced by Billy Davis, became a hit single.
Coke's advertising is 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.
Coca-Cola Sales Booth on the Cape Verde Island of FogoiIn 2004. (Title of above picture)
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.
During the 1980s, Pepsi-Cola ran a series of television advertisements showing
people participating in taste tests demonstrating that, according to the commercials, "fifty
percent of the participants who said they preferred Coke actually chose the Pepsi." Statisticians
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were quick to point out the problematic nature of a 50/50 result: most likely, all the taste tests
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 five years with the company, Coca-Cola issued special Selena coke bottles.
The Coca-Cola Company purchased Columbia Pictures in
1982, and began inserting Coke-product images in many of its films. After a few early successes
during Coca-Cola's ownership, Columbia began to under-perform, and the studio was sold to
Sony 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 points by entering codes from specially-
marked packages of Coca-Cola products into a website. These points can be redeemed for
various prizes or sweepstakes entries. Keith Law, a producer and writer of
commercials for Belfast City Beat, was not convinced by Coca-Cola's reintroduction of the
advertisement in 2007, saying that "I don't think there's anything Christmassy about HGVs and
the commercial is too generic." In 2001, singer Melanie Thornton recorded
the campaign's advertising jingle as a single, Wonderful Dream (Holidays are Coming), which
entered the pop-music charts in Germany at no. 9. In 2005, Coca-Cola expanded the advertising
campaign to radio, employing several variations of the jingle.
Sports sponsorship
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Special aluminum bottle designs, designed exclusively for the Vancouver 2010 Olympic
Winter Games Torch Relay. Available in Canada.
Coca-Cola was the first commercial 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. Most recently, Coca-Cola has released localized commercials for the 2010 Olympics
in Vancouver; one Canadian commercial referred to Canada's hockey heritage and was modified
after Canada won the gold medal game on February 28, 2010 by changing the ending line of the
commercial to say "Now they know whose game they're playing"
Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other competitions
organized by FIFA. In fact, one FIFA tournament trophy, the FIFA World Youth Championship
from Tunisia in 1977 to Malaysia in 1997, was called "FIFA — Coca Cola Cup".]
In addition,
Coca-Cola sponsors the annual Coca-Cola 600 and Coke Zero 400 for the NASCAR Sprint Cup
Series at Charlotte Motor Speedway in Concord, 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.
Coca-Cola was one of the official sponsors of the 1996 Cricket World Cup held on the
Indian subcontinent. Coca Cola is also one of the associate sponsor of Delhi Daredevils in
Indian Premier League.
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 divisions — until 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, which see it as farcical that
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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 chosen 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.coca-colafootball.co.uk}. This code could then earn anything from 50p to £100,000 for a
club of their choice. This competition was favored over the old "Win a Player" competition, as it
allowed all clubs to win some money.
Brand portfolio
Name Launched Discontinued Notes Picture
Coca-Cola 1886 The original version of Coca-Cola.
Caffeine-Free
Coca-Cola
1983
Coca-Cola
Cherry
1985 Was available in Canada starting in 1996.
Called "Cherry Coca-Cola (Cherry Coke)" in
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North America until 2006. Zero-calorie
variant (Coca-Cola Cherry Zero) also
currently available.
New
Coke/"Coca-
Cola II"
1985 2002 Still available in Yap and American Samoa
Coca-Cola
with Lemon
2001 2005
Still available in:
American Samoa, Austria, Belgium, Brazil,
China, Denmark, Federation of Bosnia and
Herzegovina, Finland, France, Germany,
Hong Kong, Iceland, Korea, Luxembourg,
Macau, Malaysia, Mongolia, Netherlands,
Norway, Reunion, Singapore, Spain,
Switzerland, Taiwan, Tunisia, United
Kingdom, United States, and West Bank
Coca-Cola
Vanilla
2002 2005
Still available in:
Austria, Australia, China, Germany, Hong
Kong, New Zealand (600ml only) Malaysia,
Sweden (Imported) and Russia. Was called
"Vanilla Coca-Cola (Vanilla Coke)" during
initial U.S. availability.
2007
It was reintroduced in June 2007 by popular
demand
Coca-Cola C2 2003 2007
Was only available in Japan, Canada, and the
United States.
Coca-Cola
with Lime
2005
Available in Belgium, Netherlands,
Singapore, Canada, and the United States.
Coca-Cola
Raspberry
June 2005 End of 2005 Was only available in New Zealand.
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Coca-Cola
Zero
2005
Coca-Cola M5 2005
Only available in Federation of Bosnia and
Herzegovina, Germany, Italy, Spain, Mexico
and Brazil
Coca-Cola
Black Cherry
Vanilla
2006
Middle of
2007
Was replaced by Vanilla Coke in June 2007
Coca-Cola
Blāk
2006
Beginning of
2008
Only available in the United States, France,
Canada, Czech Republic, Slovak Republic,
Federation of Bosnia and Herzegovina,
Bulgaria and Lithuania
Coca-Cola
Citra
2006
Only available in Federation of Bosnia and
Herzegovina, New Zealand and Japan.
Coca-Cola
Light Sango
2006 Only available in France and Belgium.
Coca-Cola
Orange
2007
Only available in the United Kingdom and
Gibraltar
LOGO DESIGN:
U.S. containers, as of 2008, Sizes vary from 8 US fl oz (240 ml) to 2 L (68 US fl oz), shown in cans
and glass and plastic bottles. The famous Coca-Cola
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logo was created by John Pemberton's bookkeeper, Frank Mason Robinson, in 1885. Robinson came up
with the name and chose the logo's distinctive cursive script. The typeface used, known as Spenserian
script, was developed in the mid 19th century and was the dominant form of formal handwriting in the
United States during that period.
Robinson also played a significant role in early Coca-Cola advertising. His promotional
suggestions to Pemberton included giving away thousands of free drink coupons and plastering the city
of Atlanta with publicity banners and streetcar signs
OBSERVATION
Facts about Coca-Cola
In 1995, Coca – Cola Company came to India.
 In 1996, PV and Can production starts in Pune.
 RGB( Returnable Glass Bottles) are supplied to Pune and South
 Maharashtra.
 “Cans” are supplied to Goa and Pune.
 “PV” line produces 200 bottles per minute.
 “Can” line produces 1100 bottles per minute.
 “RGB” line produces 600 bottles per minute.
Ingredients
 Carbonated water
 Sugar (sucrose or high-fructose corn syrup depending on country of origin)
 Caffeine
 Phosphoric acid v. Caramel (E150d)
 Natural flavorings
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Process
• Water treatment is done. It is basic in nature.
• Direct water is used for carbonate soda. Hardness of water have to remove for making
carbonate soda.
• Bleaching powder, sulphurate, lime is used. They are then filtered through soda filter
and followed by carbon filter.
• Water is passed through carbon tower (micron).There are 10, 5 and 8.
• Cane sugar and water are added to make syrup. Sugar comes from co-operative mills.
• Remaining bottles are sent to the bottle – washer.
• Bottles are then subjected to caustic soda at 75 degree Celsius.
• Bottles should be cleaned so that the bottles contain fewer bacteria.
• PT is in 119 to 150 degree Celsius and in it heavy air pressure is blown in size PET
bottle.
• 101% aluminium can are imported from outside. They are packed one above the other.
• Aluminium cans are 99.99% purified.
• Waste – water consists of 30% good water and recycled and used in washing crates.
CONCLUSION
Coca-Cola the “Big Red” of the soft drink industry is one of the
biggest companies having the largest ‘war chest’ of Advertisement budget. Take it
sports, take it any prime time television show or any feature film.
But contrary to the myth, that sale of the particular brand is linked
with its advertisement expenditure; it is actually linked with the factor called
“SHELF VISIBLITY”.
This is exactly what Coca-Cola India Pvt. Ltd. is doing. It has
virtually captured the ‘shelf’ and ‘racks’ of every possible retailer & sales outlet.
Something that its parent company is already a “PRO” in it.
JITENDRA SANGLE