Its based on "Summer Internship Project Report Customer Attitude on Hindustan Coca Cola Beverages Pvt. Ltd".

1. Under The Guidance Of
Mr. Rakesh Panda
(Sales Team Leader)
Submitted by:
Deepak Kumar Kanungo
Roll No- 1006292003
GEC,BBSR
Summer Internship Project Report
Customer Attitude on Hindustan Coca Cola Beverages Pvt. Ltd.
Under the guidance
Prof. M.S.R Seshagri
HOD,(MBA) GEC, Bhubaneswar
For the partial fulfillment of
Master In Business Administration
GANDHI ENGINEERING COLLEGE,
BHUBANSEWAR

2. INTRODUCTION
Coca-Cola was created in 1886 by John Pemberton, a pharmacist in Atlanta,
Georgia, who sold the syrup mixed with fountain water as a potion for mental
and physical disorders.
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather
than reveals its formula to the government and reduce its equity stake as
required under the Foreign Exchange Regulation Act (FERA) which governed the
operations of foreign companies in India. After a 16-year absence, Coca-Cola
returned to India in 1993, cementing its presence with a deal that gave Coca-
Cola ownership of the nation's top soft-drink brands and bottling network
Interbrain's Global Brand Scorecard for 2003 ranked Coca-Cola the #1 Brand in
the World and estimated its brand value at $70.45 billion
Coca-Cola ranks no.1 brand in the world by the business world survey
followed by companies like Microsoft and IBM.
Coca-Cola is the market leader in the whole world in beverage industry.
Business week magazine ranks coca cola on 4th position in the India fmcg
industry.
Coca-Cola enjoys approx 60% market share in Indian beverage industry

3. OBJECTIVES OF THE STUDY
•To find out the present status of THUMSUP, COKE, SPRITE, LIMCA,
FANTA, MAAZA at the retail outlets in the area.
•To study the receipting of brand among retailers.
•The study helps to know the distribution and marketing strategy of
the company.
•To find out available opportunities in the market by finding gaps in
competitors penetration.
•To collect data from retailers for the activation of new channels.
•Find out ways increase sales new lunches to different channels.
•To study the presale concept of the coke.
To study the pre-sales concepts of the coca cola company

4. PRODUCT PROFILE
DIFFERENT BRANDS OF COMPNY
BRANDS
COCA COLA
DIET COKE
THUMS UP
SPRITE
FANTA
LIMCA
MAAZA
MAZZA MILKY DELITE
MINUTE MID PULPY ORANGE
MINUTE MIDNIMBU FRESH
BURN
KINLY WATER
KINLEY SODA
NESTEA
SCHWEPPES
GEORGIA GOLD

7. COMPETITER BRAND
COCA COLA INDIA PVT LTD IS THE MAIN COMEPETITER OF PEPSICO
INDIA .
ADVERTISING

9. DISTRIBUTION NET WORK
PRODUCTION---PLANT WAREHOUSE---DEPOT WEREHOUSE---DISTRIBUTION
WEREHOUSE---RETAIL STOCK---RETAIL SELF----CONSUMER
SWOT ANALYSIS
1.STRENGTHS:-
DISTRIBUTION NETWORK: The Company has a strong distribution network
consisting of a number of efficient salesmen, 700,000 retail outlets and 8000
distributions. The distribution fleet includes different modes of distribution, from
10-tonne trucks to open –bay three wheelers that can negative through narrow
alleyways of Indian cities and trademarked tricycles.
STRONG BRANDS: The coca cola has been named the world’s top brand for fourth
consecutive year in a survey by consultancy inter brand, it was estimated that the
coca cola brand was worth $70.45 billion. People all over the world enjoy coca cola
brand more than 1.3 billion times per day.
COST OF OPERATION: The production, marketing and distribution systems are very
efficient due to forward planning and maintenance of consistency of operations,
which minimizes wastage of both time and resources, leads to lowering of costs.

10. 2. WEAKNESSES:
LOW EXPORT LEVELS: The brands product by the company is brands produced worldwide
there by making the export levels very low. In India, there exists a major controversy
concerning pesticides and other harmful chemicals in bottled products including coca
cola. Therefore, people abroad, are apprehensive about coca cola products from India.
•SMALL SCALE SECTOR RESERVATIONS LIMIT ABILITY TO INVEST AND ACHIEVE
ECONOMICS OF SCALE:
The company’s operations are carried out on a small scale and due to
Government restrictions and ‘red-tapism’, the company finds it very difficult to invest in
technological advancements and achieve economies of scale.
3. OPPORTUNITIES: Coca cola India claims a 60.1 per cent share of the soft drinks
market; this includes a 42 percent share of the cola market. Other products account for
18.1 percent market share, chiefly led.

11. 4. THREATS:
•IMPORTS: As India is developing at a fast pace, the per capita income has
increased over the years. If consumers sift onto imported beverages rather than
have beverage industry as a whole in turn affecting the sales of the company.
•TAX AND REGULATORY SECTOR: The tax system in India is accompanied by a
variety of regulations at each stage on the consequence from production to
consumption. Therefore, this can limit the growth of the company and pose
problems.
•SLOWDOWN IN RURAL DEMAND: Low per capita disposable income, large
number of daily wage earners, poor roads; power problems; and inaccessibility
to conventional advertising media. All these problems might lead to a slowdown
in the demand for company’s products.
•CHANGING OF CONSUMERS PREFERENCE: The company should keep an eye on
the change performance of the consumer.

12. RESEARCH METHODOLOGY
The research includes the study which was descriptive in nature. It
basically aims about how coke schemes plays in the mind of
shopkeepers and the consumers.
The study includes two methods-
•Primary
•Secondary
Primary includes the following ways-
•Observation
•Experiment
•Survey
Here we include the primary method of survey
Research instruments-
•Questionnaire –A printed questionnaire was their to make the survey.
SECONDARY DATA—for the secondary data was not available so it is
taken from company records.

13. LIMITATIONS
•Transportation was the major problem we faced during the project.
•The total market is not cleared. We have to collect information from the people
regarding the shops address in different location.
•Outlets who are interested to cell coca cola products, they generally demand for free
company fridge, which is not possible to give to all.
•The availability of ice box and fridge is limited.
FINDINGS
•According to the demand of outlet owners, deliveries of products are not made
available in the outlets.
•Efficient brands of coca cola are not available in outlets.
•Sales people and delivery persons do not visit the outlets on regular basis.
•Advertisement material is not available in the right time at the right place i.e. Different
channels like Grocery, convenience, E&D.
•Many outlet owners have complains on improperly working visicooler i.e. its cooling
capacity is low or its lights are not working.
•Improper management is seen as no machines visit the outlet despite of complaints
issued by outlet owners.
•Visicoolers are not placed at their prime locations in many outlets.
•Many outlets owners express deep in satisfaction towards coca cola as they do not get
any prize or cash discount as they receive from other companies.

14. FACTS
•The most popular flavor is THUMSUP in the whole market.
•Coca cola is the market leader and Pepsi is the market challenger.
•Thumsup has the highest sales from the coca cola’s side and from the Pepsi’s side mountain
Dew has the highest sales.
•Aquafina has more sales then kinley in mineral water segment.
•Pepsi provides more schemes then coca cola.
•Sprite has the fastest grownup brand in the clear lime segment in the recent years.
•In the off season when the sale is reduced retailers want more schemes.
•Minute maid has not getting good response from the market.

15. SUGESSTIONS
•Delivery position should be maintained to get good return from the market.
•The company must try to make different brands of coca cola available at every retail
outlet whether it is large or small, otherwise the consumer may for substitute.
•Sales person and delivery persons should properly monitor the market whether stocks
are available and properly utilized in the market or not.
•We can provide them beautiful display racks, tablemats, menu- cards etc, containing
the trademark and brand name of the company.
•Display material should be provide to the retailer on more regular basis to increase the
sales level.
•Maintenance work of refrigerator; i.e. purity must be improved.
•The company should take steps to replace damaged or unsellable coca cola goods
frequently from the retailers.
•The company employees should make direct contact with the consumers, so that they
may aware with real situation of the market and consumers attitude towards the
product. For this they can arrange awareness camps in different locations.
•At every petrol pump we should install fountain machine. It will helpful in generating
impulse and also was awareness about the products of the company among the
consumers.

16. CONCLUSION
In the due course of time of project which lasted for 6-weeks, I got the
chance of visiting 350 outlets and also interact with each and every person of those
outlets in Bhubaneswar. By formal interaction with the dealers and retailers, I got to know
many things from the outlets. In this particular city coca cola is doing well as compared to
Pepsi. But there are few mixed outlets too. So to increase the market share of coca cola
it should tap all the mixed outlets. About 80% of market is owned by it, yet more is
expected to be achieved.
In khurda if coke will do the direct operation then the margin will go to the
company and as result company will generate more profit. The company should
overcome the drawbacks also.
Company’s new them “JO DIKHTAHAI WHO BIKTAHAI” is working efficiently. Still tent card
and combo board’s activation is still not there in many eateries and trinkeries. Hence it
should be done very soon. Even various promotional schemes and offers should be given
in all modern trades.
So, considering these problems if coca cola company looks after these problems and tries
to rectify it then definitely coca cola would be the number one company in the world
according to revenue generation where now it holds the fourth position and also would
be best in customer satisfaction.

17. CORPORATE LEARNING
I did not have any idea about the great company like coca cola. What I had
learnt in my entire 1st year course i realized this practically during my summer
internship program. I got a chance to deal with corporate citizens. In the
beginning when I joined here I was only concerned about the data collection
which was interesting. Then I was assigned a project known as “A SURVEY ON
CUSTOMER SATISFACTION OF HINDUSTAN COCA COLA BEVERAGES PVT LTD”. I
did the project very carefully which gave a successful outcome. The project
aims at mainly to survey about the customer satisfaction and tap the potential
market where our presence is unfelt. So that it will create some awareness in
the mind of the people and it can easily identify the problems faced by
competitor counter.