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CHAPTER 1
INTRODUCTION TO COCA-COLA WORLDWIDE
The Coca-Cola Company exists to benefit and refresh everyone it touches. Founded in 1886, the
Company is the world's leading manufacturer, marketer, and distributor of non alcoholic
beverage concentrates and syrups, used to produce nearly 400 beverage brands. Our corporate
headquarters are in Atlanta, with local operations in over 200 countries around the world.The
Coca-Cola Company exists to benefit and refresh everyone it touches. The basic proposition of
the business is simple, solid and timeless. The company aims at bringing refreshment, value, joy
and fun to its stakeholders, they successfully nurture and protect brands, particularly Coca-Cola.
That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to
the owners of our business.
More than a billion times every day, thirsty people around the world reach for Coca-Cola
products for refreshment. They deserve the highest quality—every time. Our promise to deliver
that quality is the most important promise we make. And it involves a worldwide, yet
distinctively local, network of bottling partners, suppliers, distributors and retailers whose
success is paramount to our own. Our investment in local communities in over 200 countries
totals billions of dollars in jobs, facilities, and marketing, the purchase of local goods and
services, and local business partnerships. Always and everywhere, we pursue continuous
innovation in the products we offer, the processes we use to make them, the packages we
develop and the ways we bring them to market.
The Coca-Cola system is one of the most diverse organizations on earth, with a rich mosaic of
talented colleagues who bring a variety of intellectual, professional, ethnic and cultural
perspectives to our enterprise. They reflect the nations, cultures and languages of the world. Our
policy is to foster an inclusive environment that encourages all employees to develop and
perform to their fullest potential.
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SPEECHBY CHAIRMAN:
Our workplace must be a place where everyone's ideas and contributions are valued. Our
employees deserve equal treatment under our policies governing compensation, advancement,
health, safety and other aspects of workplace life. We understand that fairness in the workplace,
coupled with the opportunity to develop individual capabilities, fosters our collective success.
Responsible stewardship of the environment is a top priority for The Coca-Cola Company. By
preserving and enhancing our natural world, we brighten the future for our planet and for each
other. We put this principle into practice through The Coca-Cola Environmental Management
System, known as eKO system. We operate our business as stewards of the environment, with a
commitment to continually move our business toward sustainability: striving to consume fewer
natural resources, and to recover and reuse resources more extensively. Our commitment to
protect the environment extends throughout our organization, involving officers, managers and
employees at all levels. We are accountable for our actions, conducting assessments of our
environmental performance and taking action toward continuous improvement in all that we do.
Society advances on the strength of community: people sharing their ideas and resources to reach
common goals. We seek to strengthen local communities worldwide through our support for
education, through partnerships with other organizations and through acts people of Coca-Cola.
We support education because of its power to expand opportunities for individuals and increase
understanding between cultures. We partner with national and international organizations to
alleviate economic disadvantage and help improve the quality of life in local communities.
Together with our local bottling partners, we strengthen communities by giving with our hands
and our hearts, as partners in the promise of a better life .There's never been a better time to be a
part of The Coca-Cola Company. Our people are dedicated to strengthening relationships with
stakeholders and communities everywhere
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E. Neville Isdell
Chairman, Board of Directors, and Chief Executive Officer
The Coca-Cola Company E. Neville Isdell leads The Coca-Cola Company into the new century
with a firm commitment to the values and spirit of the world's greatest brand. He was elected
chairman and chief executive officer in February 2000 and is the 11th person in the history of the
Company to hold this title. Under E. Neville Isdell leadership, we have positioned The Coca-
Cola Company for growth, guided by our mission to provide branded beverages that refresh
people around the world, anywhere, anytime, everyday. By moving key decision-making closer
to local markets, we have spurred innovation, accelerated growth and fostered deeper
connections to consumers. Simply put, we are closer than ever to you.
A talented and highly experienced worldwide management team coordinates our new, nimble
and entrepreneurial network. Across more than 200 countries ... more than 100 languages ... a
multitude of cultures and geographies, The Coca-Cola Company strives to be a special part of
people's lives. This privilege comes with a responsibility. We have chosen to take a leadership
role, knowing that our differences make us stronger in our business and in our communities -
each and every day.
We embrace our commitment to diversity in all its forms at The Coca-Cola Company as a core
value. Diversity - of race, gender, sexual orientation, ideas, ways of living, cultures and business
practices - provides the creativity and innovation essential to our economic well-being. Equally
important is a highly motivated, healthy and productive workforce that achieves business success
through superior execution and superb customer satisfaction. In today's volatile economic
environment, this kind of performance requires unprecedented commitment to the principles of
integrity and leadership. We are intent on keeping that commitment .Although Coca-Cola® was
first created in the United States; it quickly became popular wherever it went. Our first
international bottling plants opened in 1906 in Canada, Cuba and Panama, soon followed by
many more. Today, we produce nearly 400 brands in over 200 countries. More than 70 percent
of our income comes from outside the U.S., but the real reason we are a truly global company is
that our products meet the varied taste preferences of consumers everywhere.
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BOARD OF DIRECTORS
E. Neville Isdell
Chairman, Board of Directors,
And Chief Executive Officer
The Coca-Cola Company
Ronald W. Allen
Consultant to, Advisory Director,
And former Chairman of the Board,
President, and Chief Executive Officer,
Delta Air Lines, Inc.
Cathleen P. Black
President
Hearst Magazines
Warren E. Buffett
Chairman of the Board and
Chief Executive Officer
Berkshire Hathaway Inc.
(a diversified holding company)
Barry Diller
Chairman of the Board and
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Chief Executive Officer
InterActiveCorp (IAC)
James D. Robinson III
Co-founder and General Partner,
RRE Ventures and Chairman,
RRE Investors,
LLC (private information technology venture investment firms)
James B. Williams
Chairman of the Executive Committee, former Chairman of the Board and
Chief Executive Officer
SunTrust Banks, Inc.
SENIOR MANAGEMENT- FUNCTION HEADS
Harry L. Anderson
Director, Supply Chain and Manufacturing Management
Vice President, The Coca-Cola Company
Jean-Michel R. Ares
Chief Information Officer
Vice President, The Coca-Cola Company
Ralph Carlton
Managing Director, Corporate Strategy and Planning
Vice President, The Coca-Cola Company
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J. Alexander M. Douglas Jr.
Chief Customer Officer
Senior Vice President, The Coca-Cola Company
Gary P. Fayard
Chief Financial Officer
Executive Vice President, The Coca-Cola Company
Charles B. (Chuck) Fruit
Chief Marketing Officer
Senior Vice President, The Coca-Cola Company
Ingrid Saunders Jones
Chairperson, The Coca-Cola Foundation
Senior Vice President, The Coca-Cola Company
Cynthia P. McCague
Director, Human Resources
Senior Vice President, The Coca-Cola Company
Patricia V. Powell
Senior Vice President, Quality Division
The Coca-Cola Company
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1894 … A modest start for a bold idea
In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-
Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell,
using a common glass bottle called a Hutchinson.
Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him
but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler
focused on fountain sales.
1899 … The first bottling agreement
Two young attorneys from Chattanooga, Tennessee believed they could build a business around
bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead
obtained exclusive rights to bottle Coca-Cola across most of the United States -- for the sum of
one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture.
1900-1909 … Rapid growth
The three pioneer bottlers divided the country into territories and sold bottling rights to local
entrepreneurs. Their efforts were boosted by major progress in bottling technology, which
improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were
operating, most of them family-owned businesses. Some were open only during hot-weather
months when demand was high.
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1916 … Birth of the Contour Bottle
Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with imitators. A
group representing the Company and bottlers asked glass manufacturers to offer ideas for a
distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won
enthusiastic approval. The Contour Bottle became one of the few packages ever granted
trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the
world - even in the dark!
1920s … Bottling overtakes fountain sales
As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas
and zeal fueled steady growth. Six-bottle cartons were a huge hit starting in 1923. A few years
later, open-top metal coolers became the forerunners of automated vending machines. By the end
of the 1920s, bottle sales of Coca-Cola exceeded fountain sales.
1920s and '30s … International expansion
Led by Robert W. Woodruff, chief executive officer and chairman of the Board, the Company
began a major push to establish bottling operations outside the U.S. Plants were opened in
France, Guatemala, Honduras, Mexico, Belgium, Italy and South Africa. By the time World War
II began, Coca-Cola was being bottled in 44 countries.
1940s … Post-war growth
During the war, 64 bottling plants were set up around the world to supply the troops. This
followed an urgent request for bottling equipment and materials from General Eisenhower's base
in North Africa. Many of these war-time plants were later converted to civilian use, permanently
enlarging the bottling system and accelerating the growth of the Company's worldwide business.
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1950s … Packaging innovations
For the first time, consumsers had choices of Coca-Cola package size and type-the traditional 6.5
ounce Contour Bottle, or larger servings including 10-, 12- and 26-ounce versions. Cans were
also introduced, becoming generally available in 1960.
1960s … New brands introduced
Sprite®, Fanta®, Fresca® and TAB® joined brand Coca-Cola in the 1960s. Mr. Pibb® and
Mello Yello® were added in the 1970s. The 1980s brought diet Coke® and Cherry Coke®,
followed by POWERADE® and Fruitopia® in the 1990s. Today scores of other brands are
offered to meet consumer preferences in local markets around the world.
1970s and '80s … Consolidation to serve customers
As technology led to a global economy, retail customers of The Coca-Cola Company merged
and evolved into international mega-chains. Such customers required a new approach. In
response, many small and medium-size bottlers consolidated to better serve giant international
customers. The Company encouraged and invested in a number of bottler consolidations to
assure that its largest bottling partners would have capacity to lead the system in working with
global retailers.
1990s … New and growing markets
Political and economic changes opened vast markets that were closed or underdeveloped for
decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in
Eastern Europe. As the century closed, more than $1.5 billion was committed to new bottling
facilities in Africa.
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21st Century … Think local, act local
The Coca-Cola bottling system grew up with roots deeply planted in local communities. This
heritage serves the Company well today as consumers seek brands that honor local identity and
the distinctiveness of local markets. As was true a century ago, strong locally based relationships
between Coca-Cola bottlers, customers and communities are the foundation on which the entire
business grows.
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THE COCA-COLA BUSINESS IN INDIA:
While The Coca-Cola Company is a global company with some of the world’s most widely
recognized brands, the Coca-Cola business in India, as in each country where we operate, is a
local business. Our beverages are produced locally, employing Indian citizens, our product range
and marketing reflect Indian tastes and lifestyles, and we are deeply involved in the life of the
local communities in which we operate.
Fast Facts
System investment: More than US$1 billion since 1993.
History
After a 16-year absence, Coca-Cola returned to India in 1993. The Company's presence in India
was cemented in November that year in a deal that gave Coca-Cola ownership of the nation's top
soft-drink brands and bottling network.
Investment, Employment and Economic Impact
Coca-Cola India has made significant investments to build and continually improve its business
in India, including new production facilities, wastewater treatment plants, and distribution
systems and marketing equipment. During the past decade, the Coca-Cola system has invested
 Population: 1 billion.
 Share of sales: The Company leads the CSD market with a nearly 60 percent share of
sales.
 Annual per capita consumption: Nine (eight-ounce servings).
 System employment: Approximately 10,000 people.
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more than US$1 billion in India. As such Coca-Cola is one of the country’s top international
investors. In 2003, Coca-Cola India pledged to invest a further US$100 million in its operation.
The Coca-Cola business system directly employs approximately 10,000 local people in India. In
addition, several independent studies have documented that, by providing opportunities for local
enterprises, the Coca-Cola business also generates a significant employment “multiplier effect”.
In India, we indirectly create employment for more than 125,000 people in related industries
through our vast procurement, supply and distribution system.
Bottling Operation
The Coca-Cola system in India comprises 27 wholly-owned Company-owned bottling operations
and another 17 franchisee-owned bottling operations. A network of 29 contract-packers also
manufactures a range of products for the Company. Almost all the goods and services required to
produce and market Coca-Cola in India are made locally, sometimes with the help of technology
and skills from the Company. The complexity of the Indian market is reflected in the distribution
fleet.
Products
Leading Indian brands Thums Up, Limca, Maaza, Citra and Gold Spot join the Company's
international family of brands, including Coca-Cola, diet Coke, Sprite and Fanta, plus the
Schweppes product range. Our Kinley water brand was launched in 2000 and, in 2001, our
energy drink Shock and our first powdered concentrate, Sunfill, hit the 0market. Annual per
capita consumption of soft drinks in India is nine 8-ounce servings.
Marketing
While broad direction and themes for our global brands are created at a global level, specific
marketing programmers for our products are determined locally. In early 2003, Coca-Cola India
collected Advertiser of the Year and Campaign of the Year awards for the Thanada Mat lab
Coca-Cola all-media campaign. Innovation has been the hallmark of other marketing campaigns,
with the Company racking up "firsts" in the introduction of canned and PET soft drinks, vending
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machines and backpack dispensers.
Quality
we consider the consistent high quality of our beverages to be one of our business’ primary
assets. In India, as in each country where we produce our beverages, the Coca-Cola system
adheres not only to national laws on food processing and labeling, but also to our own strict
standards for exceptional quality. In everything we do, from the selection of ingredients to the
production of our beverages and their delivery to the marketplace, we use our specialized quality
management system, The Coca-Cola Quality System, to ensure that we are offering consumers
only the highest quality products. We monitor our success through our customer and consumer
feedback and our in-trade monitoring programmers, and this information enables us to
continuously improve.
Coca-Cola and the community
At Coca-Cola, we have a long-standing belief that everyone who touches our business should
benefit. That basic proposition – that our business should bring benefit and refreshment – is
central to the way we operate in communities around the world. Coca-Cola India provides
extensive support for community programmers across the country, with a focus on education,
health and rainwater harvesting, all key priorities of the Indian government, which has
recognized the Company’s efforts with several awards.
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Environment
Coca-Cola India is supporting community-based rainwater harvesting projects in
rural and urban areas to help restore water levels and promote community education
in ways to conserve natural resources. These initiatives have benefited over 10,000
Delhi residents, as well as local community members
Healthcare
Coca-Cola India is partnering with NGOs as well as St. John’s Ambulance Brigade
(Red Cross) to provide free medical facilities and information to poor people who
cannot afford to visit hospital facilities. These efforts are helping tens of thousands
of underprivileged people in seven states in India, as well as several villages near
Coca-Cola bottling plants.
The Company has also supported a range of other national initiatives, such as a
major polio-eradication drive and drought-relief programmed, in addition to support
towards the National Cricket Championship for the Blind, and National Athletics
meetings for the physically challenged.
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Enrich the workplace:
We will treat each other with dignity, fairness and respect. We will foster an inclusive
environment that encourages all employees to develop and perform to their fullest potential,
consistent with a commitment to human rights in our workplace. The Coca-Cola workplace will
be a place where everyone's ideas and contributions are valued, and where responsibility and
accountability are encouraged and rewarded.
Preserve the environment:
Our approach to environmental issues is guided by a simple principle: We will conduct our
business in ways that protect, preserve and enhance the environment The Coca-Cola EKO
System translates this principle into action by establishing a framework for successfully
managing our environmental performance worldwide.
Strengthen the community:
We will contribute our time, expertise and resources to help develop sustainable communities in
partnership with local leaders. We will seek to improve the quality of life through locally-
relevant initiatives wherever we do business.
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Coca-Cola in India - Products & Quality:
Leading Indian brands Thums Up, Limca, Maaza, Citra and Gold Spot join the Company's
international family of brands including Coca-Cola, Diet Coke, Sprite and Fanta, plus the
Schweppes product range.Our Kinley water brand was launched in 2000 In 2001, our energy
drink Shock and our first powdered concentrate, Sunfill, hit the market Annual per capita
consumption of soft drinks in India is nine 8-ounce servings In early 2003, Coca-Cola India
collected Advertiser of the Year and Campaign of the Year awards for the Thanda Matlab Coca-
Cola all-media campaign.
In early 2003, Coca-Cola India collected Advertiser of the Year and Campaign of the Year
awards for the Thanda Matlab Coca-Cola all-media campaign .The Coca-Cola system adheres
not only to national laws on food processing and labeling, but also to our own strict standards for
exceptional quality In everything we do, from the selection of ingredients to the production of
our beverages and their delivery to the marketplace, we use our specialized quality management
system, The Coca-Cola Quality System, to ensure that we are offering consumers only the
highest quality products We monitor our success through our customer and consumer feedback
and our in-trade monitoring programmers, and this information enables us to continuously
improve our already demanding systems.-Cola Company is a global
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Coca Cola Close To People:
The heart and soul of our enterprise has always been our people. Over the past century, Coca-
Cola people have led our success by living and working with a consistent set of ideals. While the
world and our business will continue to change rapidly, respecting these ideals will continue to
be essential to our long-term success ..Nothing is more important to our success than integrity.
This begins with insisting on absolute quality for every one of our products, and acting with a
strong sense of accountability in everything we do.
Coca-Cola people have always known that building and nurturing our relationships with other
people and the world around us is an essential part of our work. No matter how big or complex
our business becomes, we must always demonstrate complete respect for each other. As the
world becomes more interconnected, yet more firmly rooted in local pride, recognition of our
interdependence with our stakeholders becomes even more essential.
A large part of our relationship with the world around us is our relationship with the physical
world. While we have always sought to be sensitive to the environment, we must use our
significant resources and capabilities to provide active leadership on environmental issues,
particularly those relevant to our businesses .As we have expanded over the decades, our
company has benefited from the various cultural insights and perspectives of the societies.
Much of our future success will depend on our ability to develop a worldwide team that is rich in
its diversity of thinking, perspectives, backgrounds and culture. Coca-Cola is the world's most
inclusive brand, and Coca-Cola must also be the world's most inclusive company.
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From source waterto soft drink bottle:
Even before the plant is constructed, the site is selected based on the availability of source water
meeting the portability quality standards. At all our carbonated and non-carbonated soft drink
manufacturing locations, the source water is tested for all requirements of potable drinking
water. The analysis is always conducted by independent third party accredited laboratories. The
source water is then properly protected and re-tested periodically to ensure conformance to
portability standards.
The water is then drawn through sealed pipelines into the storage tanks in secured water
treatment areas of the manufacturing plant...
1. The first step in the manufacturing of soft drinks is the disinfection of water using the
globally approved procedure of chlorination. This treatment ensures the destruction of
microorganisms including pathogens and oxidation of heavy metal ions and organic
impurities.
2. The second step is the filtration at the molecular level, which is achieved either by
coagulation/flocculation or reverse osmosis.
3. Contaminants commonly removed by this process include:
- Dirt, clay and any other suspended matter in the water.
- Microbial matter (including bacteria, yeast, moulds, virus, protozoa).
Heavy metals and compounds which may cause an off-taste
When coagulation/flocculation is used, colloidal materials and suspended particles are removed
by settling plus enhanced filtration through multi-media. If needed, alkalinity reduction may also
be achieved by lime softening or ion exchange filters.
4. The third step to stop potential contaminants is water purification using granular activated
carbon filters. The granular activated carbon, with its large and porous surface area,
ensures effective removal of trace levels of organic compounds (including pesticides and
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herbicides), colour, off-taste and odour-causing compounds using the principle of
absorption.
Carbon-dioxide from authorized suppliers meeting international purity standards is procured,
which goes through stringent quality control checks before being used in the beverage process.
The three ingredients of syrup, treated water and carbon-dioxide are blended as per The Coca-
Cola Company's specifications. The glass bottles returned from the market are thoroughly
cleaned and sanitized with specially formulated cleaning agents at high temperature that use
sophisticated state-of-the-art Bottle Washers or Bottle Rinsers (in case of PET). These bottles are
then transported to the filler using a fully automated conveyor system after a thorough visual
inspection. The beverage is then filled into glass containers or virgin food grade PET bottles
using a high-speed automated filling machine. The entire filling operation is fully automated and
untouched by human hands. The bottles are finally capped/crowned, date coded and packed into
crates/cartons to make them available to our consumers. The complete manufacturing process
has a well defined and structured Quality Control and Assurance Programmed.
All the manufacturing facilities employ qualified, experienced and trained professionals for
manufacturing and testing of our products.
Routine tests carried out by bottling operations and external laboratories:
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An employee operates a proportioned, where the syrup, carbon-dioxide and water are
blended.
Analysts examine water samples using a UV spectrophotometer.
All the bottling facilities follow the Good Manufacturing Practices requirements as applicable to
the food industry. All manufacturing equipments fulfill the stringent requirements of GMP and
sanitary design.
The entire quality management system of each plant is documented, managed and continually
improved through a world-wide accepted system of TCCQS (The Coca-Cola Quality
System).The Company also has a strong internal audit system to monitor compliance to
international and local standards. The manufacturing facilities also get audited by accredited
external audit agencies against quality management standards. This internal checks and balances
system works virtually in every aspect of our business and gives us the confidence to reassure
our promise to consumers every day. At The Coca-Cola Company, we are committed to
delivering high quality products to our customers and consumers throughout the globe. Each and
every time.
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CHAPTER 2
COCA-COLA IN INDIA
Coca Cola in India:
After a 16 years absence, coca cola returned to India on October 26, 1993 with its launch in
Agra. An engagement in March 1993 with the Parle Group gave the company instant ownership
of the nation’s top soft drinks brands, with access to parle’s 53-plant botteling network, and a
base for rapid introduction of the company’s international brands. This network remains India’s
largest soft drink bottling and distribution infrastructure, reaching out too Indian consumers
through a universe of over 8000000 retail outlets spread across the country.
As the leading producer and marketer of soft drinks in India, the company leads the flavoured,
carbonated soft drink market. The Coca-Cola Company’s products in India include the
company’s international brands- Coca cola, sprite and fanta, as well as India’s leading soft drink
brands, Thumps up Limca and Maaza- brands acquired from the Parle Group in 1993.
Brands in India:-
1. Coca-Cola
2. diet Coke®
3. Sprite®
4. Fanta®
5. Schweppes
6. Thums Up®
7. Limca®
8. Maaza®
9. Citra™
10. Gold Spot®
11.Kinley™ water
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Bottling Information:
The Coca-Cola Company received approval from the government in July 1996 to set up a
holding company to invest US$700 million in downstream operating subsidiaries to engage in
the preparation, packaging, sale and distribution of beverages .In July 1997, the holding
company was permitted by the government to operationalize its bottling subsidiaries.
The bottling subsidiary currently owns and operates twenty-six bottling plants and sixty
distribution centers across India. In addition, it uses 20 contract packers to augment its
production capacity and cater to the increasing demand for its wide portfolio of beverages. To
reach India's 300 million soft-drink consumers, the company distributes its products in over
700,000 retail outlets, serviced via trucks, converted three-wheelers, tricycles and pushcarts.
Employment/Economic Impact:
The Coca-Cola system in India directly employs over 7,000 workers. For every direct job in the
system, seven indirect jobs are created in the supply chain. Over the past nine years, The Coca-
Cola Company has invested US$827 million in India, US$805 million of which has been
invested in its bottling subsidiary.
Community Involvement:
The Coca-Cola Company in India supports eight Jagriti (Awakening) Learning Centers (JLC),
managed by India's well-known organizations, such as CRY, Pratham, Prayas and Literacy India.
The program provides education at the primary level to underprivileged children, as well as
computers and training for teachers. Over 1,800 students per year have benefit from the program.
Working with state and district governments; our company provides support to primary health
centers in areas where our bottlers are located.
In 2002, in partnership with The St. John's Ambulance Brigade (Associate of Red Cross), we
conducted health camps for those who live in poverty-stricken urban areas to sensitize the
23
community on pertinent issues such as HIV/AIDS, communicable diseases, immunization,
hygiene and sanitation, and reproductive and child health. Free health check-ups and medicine
were provided, with over 10,000 people benefiting from the campaign.
The company supports a rainwater harvesting project as part of a major government initiative to
combat water scarcity and reduce ground water tables across the country. We are analyzing
options for rainwater harvesting at our major bottling plants. Along with the Resident Welfare
Association of Greater Kailash, our company installed four rainwater harvesters. The Chief
Minister of Delhi unveiled one of the rainwater harvesting units in a dedication to local residents.
Several of our bottling plants provide safe drinking water to local villagers through the
organization of water tankers, bore wells and hand pumps. The company has funded India's first
national polio eradication drive, as well as a national drought relief program.
Sponsorships:
The company sponsors a unique national radio program for women called "The HER Show"
(Health Education and Recreation). The 30-minute weekly program informs and educates
housewives on primary health and education issues.
We sponsored a one-day "Mother & Child Health district Mela" in Ghaziabad. Several hundred
women and children from five villages received free medical check-ups and consultation.
With a large work force complemented by a vast network of indigenous suppliers, the company
not only contributes to the development of the soft drink industry, but to the development of
related industries and the economy as a whole.
Over the past 5 years, coco-cola India has led the Indian Soft drink industry through a series of
innovative industry initiatives. These include up gradation of technical infrastructure and talent,
enhancement of quality standards, improvement in the distribution systems and stimulation of
local entrepreneurs in the marketplace to the benefit of the consumers.
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Brands in India:
COCA-COLA®
Coca-Cola is the most popular and biggest-selling soft drink in history, as
well as the best-known product in the world. Created in Atlanta, Georgia by
Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage
by mixing Coca-Cola syrup with carbonated water.
Coca-Cola was registered as a trademark in 1887 and by 1895 Coca-Cola
was being sold in every state and territory in the United States. In 1899, the
company began franchised bottling operations in the United States.
Today, you can find Coca-Cola in virtually every part of the world. The Coca-Cola Company has
nearly 400 beverages in its portfolio.
FANTA®
A favorite in Europe since the 1940s, Fanta was acquired by The Coca-Cola
Company in 1960. Fanta Orange is the core flavor, representing about 70%
of sales, but other citrus and fruit flavors have their own solid fan base.
Consumers around the world, particularly teens, fondly associate Fanta with
happiness and special times with friends and family. This positive imagery
is driven by the brand's fun, playful personality, which goes hand in hand
with the bright color (particularly orange), bold fruit taste, and tingly carbonation.
Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta distribution was
increased in the U.S. in 2001 with the return of four flavors: orange, strawberry, pineapple and
grape. Orange, the biggest seller, is now available in most of the country.
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KINLEY™
Introduced in India in August 2000, Kinley is purified bottled water. In a
country where many people are concerned about reliable drinking water,
Kinley delivers a product that is safe and suitable for consumers and their
families. Within ten months of its launch, Kinley had emerged as India's
number two packaged water and is currently the number three Coca-Cola
product in India.
Especially popular among adults who seek a better quality of life and a
healthier lifestyle, Kinley is available in a range of packaging including 500 ml, 1 liter and 2 liter
PET bottles, and 5 liter, 15 liter, 20 liter and 25 liter bulk jars for in-home consumption
LIMCA®
Light and Lemony
This thirst-quenching beverage features a fresh, light lemon-lime taste
and fun-loving attitude. It's a home-grown, national treasure in India,
where it was acquired by The Coca-Cola Company in 1993. The
product's invigorating taste and cloudy look haven't changed, but the
brand has been revitalized with a new marketing campaign.
Limca continues to build a loyal following among young adults who
love the lighthearted way it complements the best moments of their lives. It's also become a hit
in many Persian Gulf countries. Grab a Limca and go.
MAAZA®
"Yaari-DostiTaazaMaaza"
With the real fruit taste kids love, plus added calcium, Maaza's
tagline, "Yaari-DostiTaazaMaaza" means "Friendship moments with
fresh Maaza" in Hindi. Maaza was introduced in India in 1984 as a
26
noncarbonated mango fruit drink. It was acquired by The Coca-Cola Company in 1993 and is
currently available in three flavors, mango, pineapple and orange -- plus added calcium.
THUMS UP®
Strong Cola Taste, Exciting Personality
Thums Up is a leading carbonated soft drink and most trusted brand in
India. Originally introduced in 1977, Thums Up was acquired by The
Coca-Cola Company in 1993.Thums Up is known for its strong, fizzy
taste and its confident, mature and uniquely masculine attitude. This
brand clearly seeks to separate the men from the boys.
Its tag line says it all: "Thums Up, I Want My Thunder."
27
TERMS AND TERMINOLOGY:
1.) DOD- DESPATCH OUT DATE- The date at which the product must leave the factory
warehouse and reach retail outlet. If any product is going to attain its DOD in a week’s
time then it must be communicated to the manger of the warehouse & the stock should be
cleared as soon as possible.
2.) Focus Stock- The stock whose DOD is less than 15 days away.
3.) BBD- Best Before Date- The date before which the product is fit for consumption. BBD
stock can’t be sold in market.
4.) Clearance Stock- The stock which is between the Focus & BBD stage.
5.) Quality Distributor Audit- Company’s quality auditor pays regular visits to the
warehouses of the distributor and the retailer to check whether all the quality parameters
are met or not.
6.) RGB- Refill Glass Bottle. These bottle are made up of glass.
7.) PET- These bottles are made of plastic.
28
CHAPTER 3
OBJECTIVE OF THE STUDY
 To understand the facilities provided by coco cola india to its retailers.
 To know about the expectations and requirement of retailers from coco cola india.
 To find out whether retailer are fully satisfied with facilities provided by coco cola india.
 To know about the deficiencies felt by retailers.
 To make recommendations for improvement in retailers’ facilities.
29
CHAPTER 4
RESEARCH METHODOLOGY
For the purpose of the study surveys were conducted at the retailers across different parts of
Delhi. The survey sheet (a sample copy is attached) were prepared according to the objectives of
the project and was administered accordingly. The data gathered through this exercise became
the primary data. The survey sheet was accompanied by discussions with retailers which
provided an in-depth view of the problems and challenges faced by them on the quality issues.
Detailed notes were prepared on the basis of these discussions. Thus questionnaires and
discussions were the two main tools/instruments used.
The methodology was used to gather information and data related to the quality problems faced
by the retailers of coca-cola so as to minimize the lead time of the product from factory to the
point of purchase.
SAMPLING DESIGN:
The sample respondent were selected from retailers and other potential customers. Sample
respondents were 100 in number and they were from the different areas of Delhi. The study
consists Multi stage sampling and purposive random sampling with primary sampling unit and
potential customers who can solve the problem with good feedback for data collection.
30
RESEARCH CONSTRAINTS:
 The data collected is totally dependent on respondents’ view, which could be biased in
nature.
 Sometimes respondents do not give a response or give partial response. The reason may
be lack of knowledge or unwillingness to answer.
 There is limited time available each day and lot of tasks have to completed in a day like
preparing reports, conducting surveys, spend time at the office to gain knowledge.
31
CHAPTER 5
ANALYSIS AND INTERPRETATION
Q1 ) Are you satisfied with the facilities provided by Coco Cola India ?
Satisfied or Dissatisfied
OPTION
Responses
N Percentage
Satisfied 95 95%
Dissatisfied 5 5%
Total 100 100%
Inference
From the above pie chart it is clear that 95% retailers are satisfied and 5% retailers are not
satisfied from the facilities provided by coco cola India.
95%
5%
Responses
32
Q2). What are your expectations and/or requirements from Coco Cola India ?
Advertisement = 1 Faster delivery = 2 More dist. channels = 3
Faster pick up = 4 Bigger fridges = 5
Inference
From above table we have concluded that 25.6% of the respondent want more advertisement
about the product and 23.10% want more distribution channels.20.5% respondent want faster
25.00%
20.00%
23.00%
18.00%
14.00%
Responses
Advertisement
faste delivery
more dist. Chanels
faster pick ups
bigger fridges
OPTION Responses
N Percentage
Advertisement 25 25%
Faster delivery 20 20%
More distribution channels 23 23%
Faster pick up of old and expired
bottles
18 18%
Bigger fridges 14 14%
Total 100 100.0%
33
delivery and 17.90% respondents want faster pick up of used/expired bottles. 12.8% respondents
want bigger fridges which is the least percentage.
Q3) Do you like the brand Coco Cola and why ?
Inference
From above table we conclude that the majority of retailers like coco cola as a brand for various
factors.
Factors Strongly Like Like Strongly Dislike
Global brand name 11 23 4
Unique tase 11 20 7
Pricing stratergy 16 12 8
packing 8 21 9
Ease of business 13 19 6
Eco Friendliness 12 17 9
34
Q4) what are the deficiencies felt by you from coco cola india?
Quality = 1 Late Delivery = 2 Packaging = 3 Late pick up = 4
Eco friendly = 5
OPTION Responses
N Percent
Quality 15 15%
Late delivery 10 10%
Packaging 20 20%
Late pick up 25 25%
Eco friendly 30 30%
Total 100 100.0%
Inference
From above Table we conclude that 25% of the respondents are not satisfied with pick up of
used bottles. 20% are not satisfied with packaging. 30% are not satisfied with eco friendly. 15%
are not satisfied with the overall quality. And 10% that is the least percentage of respondents are
not satisfied with time taken to delivery the product to them
15%
10%
20%
25%
30%
Responses
Quality
late delivery
packaging
late pick up
Eco Friendly
35
Q5 What facilities do you except in addition with the existing ones ?
Improve delivery schedule = 1 Perform demand survey = 2
Feedback facility = 3 Increase in distribution areas = 4
Advertise more = 5
Inference
It is clear from the above data that retailer want more distribution channels and also feedback
from them amd also want the company to perform demand survey at regular intervals.
13.00%
20.00%
16.00%
33.00%
18.00%
Responses
improve del time
P.D.S
feedback facility
increase dist. Chanls
advertise more
OPTION Responses
N Percentage
Improve delivery time 13 13%
Perform demand survey 20 20%
Feed back facility 16 16%
Increase didtribution channels 33 33%
Advertise more 18 18%
Total 100 100.0%
36
CHAPTER 6
FINDINGS
With the help of questionnaires it was found that overall the retailer were satisfied with the
facilities provided by coco cola India but with some recommendations such as
 Proper feed back
 Less delay in delivery
 Complete market survey
 Provide better add on facilities like fridges, storage containers etc.
TOTAL PRODUCT MANAGEMENT AT DIFFERENT LEVEL
Production:-
 Management should be efficient enough in order to minimize the wastage and to increase
and optimize the productivity.
 Proper training should be given to the worker.
 Proper material holding from the raw material to the finished goods.
 Production is done in such a way that the product is made should have proper label, date
of manufacturing and it should be hygiene and the packaging should be proper.
Distribution:-
 Note arrival time of truck and departure time from plant
 Check conformity of brand/pack against indent
 Note date code & segregate date wise and tag
 Select cool – ventilated area of low temperature
 Move older lot for first out dispatch
 Improve storage condition – go down/layout
37
CHAPTER 7
CONCLUSION
 In the last few pages, one could clearly see how satisfied retailers are with the
management at coco cola India.
 Thus it is of utmost importance for the company to maintain the decorum and see to the
recommandations given by these retailers and act accordingly, As they are the torch
bearers of the company
38
CHAPTER 8
RECOMMENDATIONS
(1) After the completion of two months on the project the above findings were presented
to the officials of Coca-Cola along with various recommendations based on the
findings of the project. The recommendations were based on a case to case basis of
various retailers and follow up action was also taken on various occasions
.
(2) it was concluded from the research that some retailers were not happy about the
distribution channels or the lack of it and also the lack of demand survey. Some
other recommendations were:
o Proper feedback
o Less delay in delivery
o Complete market survey
o Provide better add on facilities like fridges, storage containers etc
(3) The above report generated by us was presented to the higher authorities of coke to
lay claims for the certification, the decision on which was pending while we finished
the project.
39
CHAPTER 9
BIBLIOGRAPHY
BOOKS:-
 Organizational behavior :- L. M. Prasad
 Human Resource Management:- C. B. Gupta
 Personal Management:- C. B. Mamoria
 Personal Management:-S. V. Gankal
World Wide Web:-
 www.cocacola.com

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Total product satisfaction at retailers’ level

  • 1. 1 CHAPTER 1 INTRODUCTION TO COCA-COLA WORLDWIDE The Coca-Cola Company exists to benefit and refresh everyone it touches. Founded in 1886, the Company is the world's leading manufacturer, marketer, and distributor of non alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. Our corporate headquarters are in Atlanta, with local operations in over 200 countries around the world.The Coca-Cola Company exists to benefit and refresh everyone it touches. The basic proposition of the business is simple, solid and timeless. The company aims at bringing refreshment, value, joy and fun to its stakeholders, they successfully nurture and protect brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business. More than a billion times every day, thirsty people around the world reach for Coca-Cola products for refreshment. They deserve the highest quality—every time. Our promise to deliver that quality is the most important promise we make. And it involves a worldwide, yet distinctively local, network of bottling partners, suppliers, distributors and retailers whose success is paramount to our own. Our investment in local communities in over 200 countries totals billions of dollars in jobs, facilities, and marketing, the purchase of local goods and services, and local business partnerships. Always and everywhere, we pursue continuous innovation in the products we offer, the processes we use to make them, the packages we develop and the ways we bring them to market. The Coca-Cola system is one of the most diverse organizations on earth, with a rich mosaic of talented colleagues who bring a variety of intellectual, professional, ethnic and cultural perspectives to our enterprise. They reflect the nations, cultures and languages of the world. Our policy is to foster an inclusive environment that encourages all employees to develop and perform to their fullest potential.
  • 2. 2 SPEECHBY CHAIRMAN: Our workplace must be a place where everyone's ideas and contributions are valued. Our employees deserve equal treatment under our policies governing compensation, advancement, health, safety and other aspects of workplace life. We understand that fairness in the workplace, coupled with the opportunity to develop individual capabilities, fosters our collective success. Responsible stewardship of the environment is a top priority for The Coca-Cola Company. By preserving and enhancing our natural world, we brighten the future for our planet and for each other. We put this principle into practice through The Coca-Cola Environmental Management System, known as eKO system. We operate our business as stewards of the environment, with a commitment to continually move our business toward sustainability: striving to consume fewer natural resources, and to recover and reuse resources more extensively. Our commitment to protect the environment extends throughout our organization, involving officers, managers and employees at all levels. We are accountable for our actions, conducting assessments of our environmental performance and taking action toward continuous improvement in all that we do. Society advances on the strength of community: people sharing their ideas and resources to reach common goals. We seek to strengthen local communities worldwide through our support for education, through partnerships with other organizations and through acts people of Coca-Cola. We support education because of its power to expand opportunities for individuals and increase understanding between cultures. We partner with national and international organizations to alleviate economic disadvantage and help improve the quality of life in local communities. Together with our local bottling partners, we strengthen communities by giving with our hands and our hearts, as partners in the promise of a better life .There's never been a better time to be a part of The Coca-Cola Company. Our people are dedicated to strengthening relationships with stakeholders and communities everywhere
  • 3. 3 E. Neville Isdell Chairman, Board of Directors, and Chief Executive Officer The Coca-Cola Company E. Neville Isdell leads The Coca-Cola Company into the new century with a firm commitment to the values and spirit of the world's greatest brand. He was elected chairman and chief executive officer in February 2000 and is the 11th person in the history of the Company to hold this title. Under E. Neville Isdell leadership, we have positioned The Coca- Cola Company for growth, guided by our mission to provide branded beverages that refresh people around the world, anywhere, anytime, everyday. By moving key decision-making closer to local markets, we have spurred innovation, accelerated growth and fostered deeper connections to consumers. Simply put, we are closer than ever to you. A talented and highly experienced worldwide management team coordinates our new, nimble and entrepreneurial network. Across more than 200 countries ... more than 100 languages ... a multitude of cultures and geographies, The Coca-Cola Company strives to be a special part of people's lives. This privilege comes with a responsibility. We have chosen to take a leadership role, knowing that our differences make us stronger in our business and in our communities - each and every day. We embrace our commitment to diversity in all its forms at The Coca-Cola Company as a core value. Diversity - of race, gender, sexual orientation, ideas, ways of living, cultures and business practices - provides the creativity and innovation essential to our economic well-being. Equally important is a highly motivated, healthy and productive workforce that achieves business success through superior execution and superb customer satisfaction. In today's volatile economic environment, this kind of performance requires unprecedented commitment to the principles of integrity and leadership. We are intent on keeping that commitment .Although Coca-Cola® was first created in the United States; it quickly became popular wherever it went. Our first international bottling plants opened in 1906 in Canada, Cuba and Panama, soon followed by many more. Today, we produce nearly 400 brands in over 200 countries. More than 70 percent of our income comes from outside the U.S., but the real reason we are a truly global company is that our products meet the varied taste preferences of consumers everywhere.
  • 4. 4 BOARD OF DIRECTORS E. Neville Isdell Chairman, Board of Directors, And Chief Executive Officer The Coca-Cola Company Ronald W. Allen Consultant to, Advisory Director, And former Chairman of the Board, President, and Chief Executive Officer, Delta Air Lines, Inc. Cathleen P. Black President Hearst Magazines Warren E. Buffett Chairman of the Board and Chief Executive Officer Berkshire Hathaway Inc. (a diversified holding company) Barry Diller Chairman of the Board and
  • 5. 5 Chief Executive Officer InterActiveCorp (IAC) James D. Robinson III Co-founder and General Partner, RRE Ventures and Chairman, RRE Investors, LLC (private information technology venture investment firms) James B. Williams Chairman of the Executive Committee, former Chairman of the Board and Chief Executive Officer SunTrust Banks, Inc. SENIOR MANAGEMENT- FUNCTION HEADS Harry L. Anderson Director, Supply Chain and Manufacturing Management Vice President, The Coca-Cola Company Jean-Michel R. Ares Chief Information Officer Vice President, The Coca-Cola Company Ralph Carlton Managing Director, Corporate Strategy and Planning Vice President, The Coca-Cola Company
  • 6. 6 J. Alexander M. Douglas Jr. Chief Customer Officer Senior Vice President, The Coca-Cola Company Gary P. Fayard Chief Financial Officer Executive Vice President, The Coca-Cola Company Charles B. (Chuck) Fruit Chief Marketing Officer Senior Vice President, The Coca-Cola Company Ingrid Saunders Jones Chairperson, The Coca-Cola Foundation Senior Vice President, The Coca-Cola Company Cynthia P. McCague Director, Human Resources Senior Vice President, The Coca-Cola Company Patricia V. Powell Senior Vice President, Quality Division The Coca-Cola Company
  • 7. 7 1894 … A modest start for a bold idea In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca- Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson. Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales. 1899 … The first bottling agreement Two young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States -- for the sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture. 1900-1909 … Rapid growth The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were open only during hot-weather months when demand was high.
  • 8. 8 1916 … Birth of the Contour Bottle Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with imitators. A group representing the Company and bottlers asked glass manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won enthusiastic approval. The Contour Bottle became one of the few packages ever granted trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the world - even in the dark! 1920s … Bottling overtakes fountain sales As the 1920s dawned, more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit starting in 1923. A few years later, open-top metal coolers became the forerunners of automated vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales. 1920s and '30s … International expansion Led by Robert W. Woodruff, chief executive officer and chairman of the Board, the Company began a major push to establish bottling operations outside the U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy and South Africa. By the time World War II began, Coca-Cola was being bottled in 44 countries. 1940s … Post-war growth During the war, 64 bottling plants were set up around the world to supply the troops. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa. Many of these war-time plants were later converted to civilian use, permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business.
  • 9. 9 1950s … Packaging innovations For the first time, consumsers had choices of Coca-Cola package size and type-the traditional 6.5 ounce Contour Bottle, or larger servings including 10-, 12- and 26-ounce versions. Cans were also introduced, becoming generally available in 1960. 1960s … New brands introduced Sprite®, Fanta®, Fresca® and TAB® joined brand Coca-Cola in the 1960s. Mr. Pibb® and Mello Yello® were added in the 1970s. The 1980s brought diet Coke® and Cherry Coke®, followed by POWERADE® and Fruitopia® in the 1990s. Today scores of other brands are offered to meet consumer preferences in local markets around the world. 1970s and '80s … Consolidation to serve customers As technology led to a global economy, retail customers of The Coca-Cola Company merged and evolved into international mega-chains. Such customers required a new approach. In response, many small and medium-size bottlers consolidated to better serve giant international customers. The Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers. 1990s … New and growing markets Political and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. As the century closed, more than $1.5 billion was committed to new bottling facilities in Africa.
  • 10. 10 21st Century … Think local, act local The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as consumers seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customers and communities are the foundation on which the entire business grows.
  • 11. 11 THE COCA-COLA BUSINESS IN INDIA: While The Coca-Cola Company is a global company with some of the world’s most widely recognized brands, the Coca-Cola business in India, as in each country where we operate, is a local business. Our beverages are produced locally, employing Indian citizens, our product range and marketing reflect Indian tastes and lifestyles, and we are deeply involved in the life of the local communities in which we operate. Fast Facts System investment: More than US$1 billion since 1993. History After a 16-year absence, Coca-Cola returned to India in 1993. The Company's presence in India was cemented in November that year in a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Investment, Employment and Economic Impact Coca-Cola India has made significant investments to build and continually improve its business in India, including new production facilities, wastewater treatment plants, and distribution systems and marketing equipment. During the past decade, the Coca-Cola system has invested  Population: 1 billion.  Share of sales: The Company leads the CSD market with a nearly 60 percent share of sales.  Annual per capita consumption: Nine (eight-ounce servings).  System employment: Approximately 10,000 people.
  • 12. 12 more than US$1 billion in India. As such Coca-Cola is one of the country’s top international investors. In 2003, Coca-Cola India pledged to invest a further US$100 million in its operation. The Coca-Cola business system directly employs approximately 10,000 local people in India. In addition, several independent studies have documented that, by providing opportunities for local enterprises, the Coca-Cola business also generates a significant employment “multiplier effect”. In India, we indirectly create employment for more than 125,000 people in related industries through our vast procurement, supply and distribution system. Bottling Operation The Coca-Cola system in India comprises 27 wholly-owned Company-owned bottling operations and another 17 franchisee-owned bottling operations. A network of 29 contract-packers also manufactures a range of products for the Company. Almost all the goods and services required to produce and market Coca-Cola in India are made locally, sometimes with the help of technology and skills from the Company. The complexity of the Indian market is reflected in the distribution fleet. Products Leading Indian brands Thums Up, Limca, Maaza, Citra and Gold Spot join the Company's international family of brands, including Coca-Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. Our Kinley water brand was launched in 2000 and, in 2001, our energy drink Shock and our first powdered concentrate, Sunfill, hit the 0market. Annual per capita consumption of soft drinks in India is nine 8-ounce servings. Marketing While broad direction and themes for our global brands are created at a global level, specific marketing programmers for our products are determined locally. In early 2003, Coca-Cola India collected Advertiser of the Year and Campaign of the Year awards for the Thanada Mat lab Coca-Cola all-media campaign. Innovation has been the hallmark of other marketing campaigns, with the Company racking up "firsts" in the introduction of canned and PET soft drinks, vending
  • 13. 13 machines and backpack dispensers. Quality we consider the consistent high quality of our beverages to be one of our business’ primary assets. In India, as in each country where we produce our beverages, the Coca-Cola system adheres not only to national laws on food processing and labeling, but also to our own strict standards for exceptional quality. In everything we do, from the selection of ingredients to the production of our beverages and their delivery to the marketplace, we use our specialized quality management system, The Coca-Cola Quality System, to ensure that we are offering consumers only the highest quality products. We monitor our success through our customer and consumer feedback and our in-trade monitoring programmers, and this information enables us to continuously improve. Coca-Cola and the community At Coca-Cola, we have a long-standing belief that everyone who touches our business should benefit. That basic proposition – that our business should bring benefit and refreshment – is central to the way we operate in communities around the world. Coca-Cola India provides extensive support for community programmers across the country, with a focus on education, health and rainwater harvesting, all key priorities of the Indian government, which has recognized the Company’s efforts with several awards.
  • 14. 14 Environment Coca-Cola India is supporting community-based rainwater harvesting projects in rural and urban areas to help restore water levels and promote community education in ways to conserve natural resources. These initiatives have benefited over 10,000 Delhi residents, as well as local community members Healthcare Coca-Cola India is partnering with NGOs as well as St. John’s Ambulance Brigade (Red Cross) to provide free medical facilities and information to poor people who cannot afford to visit hospital facilities. These efforts are helping tens of thousands of underprivileged people in seven states in India, as well as several villages near Coca-Cola bottling plants. The Company has also supported a range of other national initiatives, such as a major polio-eradication drive and drought-relief programmed, in addition to support towards the National Cricket Championship for the Blind, and National Athletics meetings for the physically challenged.
  • 15. 15 Enrich the workplace: We will treat each other with dignity, fairness and respect. We will foster an inclusive environment that encourages all employees to develop and perform to their fullest potential, consistent with a commitment to human rights in our workplace. The Coca-Cola workplace will be a place where everyone's ideas and contributions are valued, and where responsibility and accountability are encouraged and rewarded. Preserve the environment: Our approach to environmental issues is guided by a simple principle: We will conduct our business in ways that protect, preserve and enhance the environment The Coca-Cola EKO System translates this principle into action by establishing a framework for successfully managing our environmental performance worldwide. Strengthen the community: We will contribute our time, expertise and resources to help develop sustainable communities in partnership with local leaders. We will seek to improve the quality of life through locally- relevant initiatives wherever we do business.
  • 16. 16 Coca-Cola in India - Products & Quality: Leading Indian brands Thums Up, Limca, Maaza, Citra and Gold Spot join the Company's international family of brands including Coca-Cola, Diet Coke, Sprite and Fanta, plus the Schweppes product range.Our Kinley water brand was launched in 2000 In 2001, our energy drink Shock and our first powdered concentrate, Sunfill, hit the market Annual per capita consumption of soft drinks in India is nine 8-ounce servings In early 2003, Coca-Cola India collected Advertiser of the Year and Campaign of the Year awards for the Thanda Matlab Coca- Cola all-media campaign. In early 2003, Coca-Cola India collected Advertiser of the Year and Campaign of the Year awards for the Thanda Matlab Coca-Cola all-media campaign .The Coca-Cola system adheres not only to national laws on food processing and labeling, but also to our own strict standards for exceptional quality In everything we do, from the selection of ingredients to the production of our beverages and their delivery to the marketplace, we use our specialized quality management system, The Coca-Cola Quality System, to ensure that we are offering consumers only the highest quality products We monitor our success through our customer and consumer feedback and our in-trade monitoring programmers, and this information enables us to continuously improve our already demanding systems.-Cola Company is a global
  • 17. 17 Coca Cola Close To People: The heart and soul of our enterprise has always been our people. Over the past century, Coca- Cola people have led our success by living and working with a consistent set of ideals. While the world and our business will continue to change rapidly, respecting these ideals will continue to be essential to our long-term success ..Nothing is more important to our success than integrity. This begins with insisting on absolute quality for every one of our products, and acting with a strong sense of accountability in everything we do. Coca-Cola people have always known that building and nurturing our relationships with other people and the world around us is an essential part of our work. No matter how big or complex our business becomes, we must always demonstrate complete respect for each other. As the world becomes more interconnected, yet more firmly rooted in local pride, recognition of our interdependence with our stakeholders becomes even more essential. A large part of our relationship with the world around us is our relationship with the physical world. While we have always sought to be sensitive to the environment, we must use our significant resources and capabilities to provide active leadership on environmental issues, particularly those relevant to our businesses .As we have expanded over the decades, our company has benefited from the various cultural insights and perspectives of the societies. Much of our future success will depend on our ability to develop a worldwide team that is rich in its diversity of thinking, perspectives, backgrounds and culture. Coca-Cola is the world's most inclusive brand, and Coca-Cola must also be the world's most inclusive company.
  • 18. 18 From source waterto soft drink bottle: Even before the plant is constructed, the site is selected based on the availability of source water meeting the portability quality standards. At all our carbonated and non-carbonated soft drink manufacturing locations, the source water is tested for all requirements of potable drinking water. The analysis is always conducted by independent third party accredited laboratories. The source water is then properly protected and re-tested periodically to ensure conformance to portability standards. The water is then drawn through sealed pipelines into the storage tanks in secured water treatment areas of the manufacturing plant... 1. The first step in the manufacturing of soft drinks is the disinfection of water using the globally approved procedure of chlorination. This treatment ensures the destruction of microorganisms including pathogens and oxidation of heavy metal ions and organic impurities. 2. The second step is the filtration at the molecular level, which is achieved either by coagulation/flocculation or reverse osmosis. 3. Contaminants commonly removed by this process include: - Dirt, clay and any other suspended matter in the water. - Microbial matter (including bacteria, yeast, moulds, virus, protozoa). Heavy metals and compounds which may cause an off-taste When coagulation/flocculation is used, colloidal materials and suspended particles are removed by settling plus enhanced filtration through multi-media. If needed, alkalinity reduction may also be achieved by lime softening or ion exchange filters. 4. The third step to stop potential contaminants is water purification using granular activated carbon filters. The granular activated carbon, with its large and porous surface area, ensures effective removal of trace levels of organic compounds (including pesticides and
  • 19. 19 herbicides), colour, off-taste and odour-causing compounds using the principle of absorption. Carbon-dioxide from authorized suppliers meeting international purity standards is procured, which goes through stringent quality control checks before being used in the beverage process. The three ingredients of syrup, treated water and carbon-dioxide are blended as per The Coca- Cola Company's specifications. The glass bottles returned from the market are thoroughly cleaned and sanitized with specially formulated cleaning agents at high temperature that use sophisticated state-of-the-art Bottle Washers or Bottle Rinsers (in case of PET). These bottles are then transported to the filler using a fully automated conveyor system after a thorough visual inspection. The beverage is then filled into glass containers or virgin food grade PET bottles using a high-speed automated filling machine. The entire filling operation is fully automated and untouched by human hands. The bottles are finally capped/crowned, date coded and packed into crates/cartons to make them available to our consumers. The complete manufacturing process has a well defined and structured Quality Control and Assurance Programmed. All the manufacturing facilities employ qualified, experienced and trained professionals for manufacturing and testing of our products. Routine tests carried out by bottling operations and external laboratories:
  • 20. 20 An employee operates a proportioned, where the syrup, carbon-dioxide and water are blended. Analysts examine water samples using a UV spectrophotometer. All the bottling facilities follow the Good Manufacturing Practices requirements as applicable to the food industry. All manufacturing equipments fulfill the stringent requirements of GMP and sanitary design. The entire quality management system of each plant is documented, managed and continually improved through a world-wide accepted system of TCCQS (The Coca-Cola Quality System).The Company also has a strong internal audit system to monitor compliance to international and local standards. The manufacturing facilities also get audited by accredited external audit agencies against quality management standards. This internal checks and balances system works virtually in every aspect of our business and gives us the confidence to reassure our promise to consumers every day. At The Coca-Cola Company, we are committed to delivering high quality products to our customers and consumers throughout the globe. Each and every time.
  • 21. 21 CHAPTER 2 COCA-COLA IN INDIA Coca Cola in India: After a 16 years absence, coca cola returned to India on October 26, 1993 with its launch in Agra. An engagement in March 1993 with the Parle Group gave the company instant ownership of the nation’s top soft drinks brands, with access to parle’s 53-plant botteling network, and a base for rapid introduction of the company’s international brands. This network remains India’s largest soft drink bottling and distribution infrastructure, reaching out too Indian consumers through a universe of over 8000000 retail outlets spread across the country. As the leading producer and marketer of soft drinks in India, the company leads the flavoured, carbonated soft drink market. The Coca-Cola Company’s products in India include the company’s international brands- Coca cola, sprite and fanta, as well as India’s leading soft drink brands, Thumps up Limca and Maaza- brands acquired from the Parle Group in 1993. Brands in India:- 1. Coca-Cola 2. diet Coke® 3. Sprite® 4. Fanta® 5. Schweppes 6. Thums Up® 7. Limca® 8. Maaza® 9. Citra™ 10. Gold Spot® 11.Kinley™ water
  • 22. 22 Bottling Information: The Coca-Cola Company received approval from the government in July 1996 to set up a holding company to invest US$700 million in downstream operating subsidiaries to engage in the preparation, packaging, sale and distribution of beverages .In July 1997, the holding company was permitted by the government to operationalize its bottling subsidiaries. The bottling subsidiary currently owns and operates twenty-six bottling plants and sixty distribution centers across India. In addition, it uses 20 contract packers to augment its production capacity and cater to the increasing demand for its wide portfolio of beverages. To reach India's 300 million soft-drink consumers, the company distributes its products in over 700,000 retail outlets, serviced via trucks, converted three-wheelers, tricycles and pushcarts. Employment/Economic Impact: The Coca-Cola system in India directly employs over 7,000 workers. For every direct job in the system, seven indirect jobs are created in the supply chain. Over the past nine years, The Coca- Cola Company has invested US$827 million in India, US$805 million of which has been invested in its bottling subsidiary. Community Involvement: The Coca-Cola Company in India supports eight Jagriti (Awakening) Learning Centers (JLC), managed by India's well-known organizations, such as CRY, Pratham, Prayas and Literacy India. The program provides education at the primary level to underprivileged children, as well as computers and training for teachers. Over 1,800 students per year have benefit from the program. Working with state and district governments; our company provides support to primary health centers in areas where our bottlers are located. In 2002, in partnership with The St. John's Ambulance Brigade (Associate of Red Cross), we conducted health camps for those who live in poverty-stricken urban areas to sensitize the
  • 23. 23 community on pertinent issues such as HIV/AIDS, communicable diseases, immunization, hygiene and sanitation, and reproductive and child health. Free health check-ups and medicine were provided, with over 10,000 people benefiting from the campaign. The company supports a rainwater harvesting project as part of a major government initiative to combat water scarcity and reduce ground water tables across the country. We are analyzing options for rainwater harvesting at our major bottling plants. Along with the Resident Welfare Association of Greater Kailash, our company installed four rainwater harvesters. The Chief Minister of Delhi unveiled one of the rainwater harvesting units in a dedication to local residents. Several of our bottling plants provide safe drinking water to local villagers through the organization of water tankers, bore wells and hand pumps. The company has funded India's first national polio eradication drive, as well as a national drought relief program. Sponsorships: The company sponsors a unique national radio program for women called "The HER Show" (Health Education and Recreation). The 30-minute weekly program informs and educates housewives on primary health and education issues. We sponsored a one-day "Mother & Child Health district Mela" in Ghaziabad. Several hundred women and children from five villages received free medical check-ups and consultation. With a large work force complemented by a vast network of indigenous suppliers, the company not only contributes to the development of the soft drink industry, but to the development of related industries and the economy as a whole. Over the past 5 years, coco-cola India has led the Indian Soft drink industry through a series of innovative industry initiatives. These include up gradation of technical infrastructure and talent, enhancement of quality standards, improvement in the distribution systems and stimulation of local entrepreneurs in the marketplace to the benefit of the consumers.
  • 24. 24 Brands in India: COCA-COLA® Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the best-known product in the world. Created in Atlanta, Georgia by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage by mixing Coca-Cola syrup with carbonated water. Coca-Cola was registered as a trademark in 1887 and by 1895 Coca-Cola was being sold in every state and territory in the United States. In 1899, the company began franchised bottling operations in the United States. Today, you can find Coca-Cola in virtually every part of the world. The Coca-Cola Company has nearly 400 beverages in its portfolio. FANTA® A favorite in Europe since the 1940s, Fanta was acquired by The Coca-Cola Company in 1960. Fanta Orange is the core flavor, representing about 70% of sales, but other citrus and fruit flavors have their own solid fan base. Consumers around the world, particularly teens, fondly associate Fanta with happiness and special times with friends and family. This positive imagery is driven by the brand's fun, playful personality, which goes hand in hand with the bright color (particularly orange), bold fruit taste, and tingly carbonation. Fanta sells best in Brazil, Germany, Spain, Japan, Italy and Argentina. Fanta distribution was increased in the U.S. in 2001 with the return of four flavors: orange, strawberry, pineapple and grape. Orange, the biggest seller, is now available in most of the country.
  • 25. 25 KINLEY™ Introduced in India in August 2000, Kinley is purified bottled water. In a country where many people are concerned about reliable drinking water, Kinley delivers a product that is safe and suitable for consumers and their families. Within ten months of its launch, Kinley had emerged as India's number two packaged water and is currently the number three Coca-Cola product in India. Especially popular among adults who seek a better quality of life and a healthier lifestyle, Kinley is available in a range of packaging including 500 ml, 1 liter and 2 liter PET bottles, and 5 liter, 15 liter, 20 liter and 25 liter bulk jars for in-home consumption LIMCA® Light and Lemony This thirst-quenching beverage features a fresh, light lemon-lime taste and fun-loving attitude. It's a home-grown, national treasure in India, where it was acquired by The Coca-Cola Company in 1993. The product's invigorating taste and cloudy look haven't changed, but the brand has been revitalized with a new marketing campaign. Limca continues to build a loyal following among young adults who love the lighthearted way it complements the best moments of their lives. It's also become a hit in many Persian Gulf countries. Grab a Limca and go. MAAZA® "Yaari-DostiTaazaMaaza" With the real fruit taste kids love, plus added calcium, Maaza's tagline, "Yaari-DostiTaazaMaaza" means "Friendship moments with fresh Maaza" in Hindi. Maaza was introduced in India in 1984 as a
  • 26. 26 noncarbonated mango fruit drink. It was acquired by The Coca-Cola Company in 1993 and is currently available in three flavors, mango, pineapple and orange -- plus added calcium. THUMS UP® Strong Cola Taste, Exciting Personality Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993.Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys. Its tag line says it all: "Thums Up, I Want My Thunder."
  • 27. 27 TERMS AND TERMINOLOGY: 1.) DOD- DESPATCH OUT DATE- The date at which the product must leave the factory warehouse and reach retail outlet. If any product is going to attain its DOD in a week’s time then it must be communicated to the manger of the warehouse & the stock should be cleared as soon as possible. 2.) Focus Stock- The stock whose DOD is less than 15 days away. 3.) BBD- Best Before Date- The date before which the product is fit for consumption. BBD stock can’t be sold in market. 4.) Clearance Stock- The stock which is between the Focus & BBD stage. 5.) Quality Distributor Audit- Company’s quality auditor pays regular visits to the warehouses of the distributor and the retailer to check whether all the quality parameters are met or not. 6.) RGB- Refill Glass Bottle. These bottle are made up of glass. 7.) PET- These bottles are made of plastic.
  • 28. 28 CHAPTER 3 OBJECTIVE OF THE STUDY  To understand the facilities provided by coco cola india to its retailers.  To know about the expectations and requirement of retailers from coco cola india.  To find out whether retailer are fully satisfied with facilities provided by coco cola india.  To know about the deficiencies felt by retailers.  To make recommendations for improvement in retailers’ facilities.
  • 29. 29 CHAPTER 4 RESEARCH METHODOLOGY For the purpose of the study surveys were conducted at the retailers across different parts of Delhi. The survey sheet (a sample copy is attached) were prepared according to the objectives of the project and was administered accordingly. The data gathered through this exercise became the primary data. The survey sheet was accompanied by discussions with retailers which provided an in-depth view of the problems and challenges faced by them on the quality issues. Detailed notes were prepared on the basis of these discussions. Thus questionnaires and discussions were the two main tools/instruments used. The methodology was used to gather information and data related to the quality problems faced by the retailers of coca-cola so as to minimize the lead time of the product from factory to the point of purchase. SAMPLING DESIGN: The sample respondent were selected from retailers and other potential customers. Sample respondents were 100 in number and they were from the different areas of Delhi. The study consists Multi stage sampling and purposive random sampling with primary sampling unit and potential customers who can solve the problem with good feedback for data collection.
  • 30. 30 RESEARCH CONSTRAINTS:  The data collected is totally dependent on respondents’ view, which could be biased in nature.  Sometimes respondents do not give a response or give partial response. The reason may be lack of knowledge or unwillingness to answer.  There is limited time available each day and lot of tasks have to completed in a day like preparing reports, conducting surveys, spend time at the office to gain knowledge.
  • 31. 31 CHAPTER 5 ANALYSIS AND INTERPRETATION Q1 ) Are you satisfied with the facilities provided by Coco Cola India ? Satisfied or Dissatisfied OPTION Responses N Percentage Satisfied 95 95% Dissatisfied 5 5% Total 100 100% Inference From the above pie chart it is clear that 95% retailers are satisfied and 5% retailers are not satisfied from the facilities provided by coco cola India. 95% 5% Responses
  • 32. 32 Q2). What are your expectations and/or requirements from Coco Cola India ? Advertisement = 1 Faster delivery = 2 More dist. channels = 3 Faster pick up = 4 Bigger fridges = 5 Inference From above table we have concluded that 25.6% of the respondent want more advertisement about the product and 23.10% want more distribution channels.20.5% respondent want faster 25.00% 20.00% 23.00% 18.00% 14.00% Responses Advertisement faste delivery more dist. Chanels faster pick ups bigger fridges OPTION Responses N Percentage Advertisement 25 25% Faster delivery 20 20% More distribution channels 23 23% Faster pick up of old and expired bottles 18 18% Bigger fridges 14 14% Total 100 100.0%
  • 33. 33 delivery and 17.90% respondents want faster pick up of used/expired bottles. 12.8% respondents want bigger fridges which is the least percentage. Q3) Do you like the brand Coco Cola and why ? Inference From above table we conclude that the majority of retailers like coco cola as a brand for various factors. Factors Strongly Like Like Strongly Dislike Global brand name 11 23 4 Unique tase 11 20 7 Pricing stratergy 16 12 8 packing 8 21 9 Ease of business 13 19 6 Eco Friendliness 12 17 9
  • 34. 34 Q4) what are the deficiencies felt by you from coco cola india? Quality = 1 Late Delivery = 2 Packaging = 3 Late pick up = 4 Eco friendly = 5 OPTION Responses N Percent Quality 15 15% Late delivery 10 10% Packaging 20 20% Late pick up 25 25% Eco friendly 30 30% Total 100 100.0% Inference From above Table we conclude that 25% of the respondents are not satisfied with pick up of used bottles. 20% are not satisfied with packaging. 30% are not satisfied with eco friendly. 15% are not satisfied with the overall quality. And 10% that is the least percentage of respondents are not satisfied with time taken to delivery the product to them 15% 10% 20% 25% 30% Responses Quality late delivery packaging late pick up Eco Friendly
  • 35. 35 Q5 What facilities do you except in addition with the existing ones ? Improve delivery schedule = 1 Perform demand survey = 2 Feedback facility = 3 Increase in distribution areas = 4 Advertise more = 5 Inference It is clear from the above data that retailer want more distribution channels and also feedback from them amd also want the company to perform demand survey at regular intervals. 13.00% 20.00% 16.00% 33.00% 18.00% Responses improve del time P.D.S feedback facility increase dist. Chanls advertise more OPTION Responses N Percentage Improve delivery time 13 13% Perform demand survey 20 20% Feed back facility 16 16% Increase didtribution channels 33 33% Advertise more 18 18% Total 100 100.0%
  • 36. 36 CHAPTER 6 FINDINGS With the help of questionnaires it was found that overall the retailer were satisfied with the facilities provided by coco cola India but with some recommendations such as  Proper feed back  Less delay in delivery  Complete market survey  Provide better add on facilities like fridges, storage containers etc. TOTAL PRODUCT MANAGEMENT AT DIFFERENT LEVEL Production:-  Management should be efficient enough in order to minimize the wastage and to increase and optimize the productivity.  Proper training should be given to the worker.  Proper material holding from the raw material to the finished goods.  Production is done in such a way that the product is made should have proper label, date of manufacturing and it should be hygiene and the packaging should be proper. Distribution:-  Note arrival time of truck and departure time from plant  Check conformity of brand/pack against indent  Note date code & segregate date wise and tag  Select cool – ventilated area of low temperature  Move older lot for first out dispatch  Improve storage condition – go down/layout
  • 37. 37 CHAPTER 7 CONCLUSION  In the last few pages, one could clearly see how satisfied retailers are with the management at coco cola India.  Thus it is of utmost importance for the company to maintain the decorum and see to the recommandations given by these retailers and act accordingly, As they are the torch bearers of the company
  • 38. 38 CHAPTER 8 RECOMMENDATIONS (1) After the completion of two months on the project the above findings were presented to the officials of Coca-Cola along with various recommendations based on the findings of the project. The recommendations were based on a case to case basis of various retailers and follow up action was also taken on various occasions . (2) it was concluded from the research that some retailers were not happy about the distribution channels or the lack of it and also the lack of demand survey. Some other recommendations were: o Proper feedback o Less delay in delivery o Complete market survey o Provide better add on facilities like fridges, storage containers etc (3) The above report generated by us was presented to the higher authorities of coke to lay claims for the certification, the decision on which was pending while we finished the project.
  • 39. 39 CHAPTER 9 BIBLIOGRAPHY BOOKS:-  Organizational behavior :- L. M. Prasad  Human Resource Management:- C. B. Gupta  Personal Management:- C. B. Mamoria  Personal Management:-S. V. Gankal World Wide Web:-  www.cocacola.com