Gaurav Sir Coke 2015

7/24/2019 Gaurav Sir Coke 2015

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SUMMER TRAINING PROJECT REPORTON

The impact of Distribution & supply focus withThe impact of Distribution & supply focus with

E&D OutletsE&D Outlets

Submitted for the partial fulfillment for the award of e!ree of

Ma"ter of #u"ine"" Admini"tration

BY

GAURA$ RAI

M#A II %EAR(Maretin!"

RO&& NO' ()**((+,*(,

Under the !uidan-e of M#$#%M 'N)

M$*%+'T% Y%D%+

DE,%#TMENT O- B.'NE %DM'N'T#ET'ON

.N'+E#'TY O- /.0*NO1

1


2/78

D E 0 / % # % T ' O N

I. the under"i!ned. hereb/ de-lare that the Pro0e-t Report entitled T)E 'M,%0T O-T)E 'M,%0T O-

D'T#'B.T'ON & .,,/Y -O0. 1'T) E&D O.T/ETD'T#'B.T'ON & .,,/Y -O0. 1'T) E&D O.T/ETwritten and "ubmitted b/ me to

the EPARTMET O1 #USINESS AMINISTRETION &U. &u-2now in partial

fulfillment of the re3uirement" for the award of de!ree of Ma"ter of #u"ine""

Admini"tration under the !uidan-e of MR4 RAM SING5 and MS46A$ITA %AA$

i" m/ ori!inal wor2 and the -on-lu"ion" drawn therein are ba"ed on the material

-olle-ted b/ m/"elf4

,lace 2 /ucnow 7Name8

ate9 GAURA$ RAI

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3/78

%0*NO1/EDEMENT

:e thin2 if an/ of u" hone"tl/ refle-t" on who we are. how we !ot here. what

we thin2 we mi!ht do well. and "o forth. we di"-o;er a debt to other" that "pan"

written hi"tor/4 The wor2 of 5O and all the fa-ultie"< member" of the

epartment O1 #u"ine"" Admini"tration. Uni;er"it/ of &u-2now to ta2e

intere"t and !uide me for thi" re"ear-h report4 :e belie;e it=" appropriate to

a-2nowled!e all of the"e un2nown per"on"> but it i" al"o ne-e""ar/ to

a-2nowled!e tho"e people we 2now ha;e dire-tl/ "haped our li;e" and our

wor24

I am al"o than2ful to M$ #%M 'N)3 (T/3 )'ND.T%N 0O0%0O/%

+%#%N%'". and Ms$ *%+'T% Y%D%+ (MD"and hi" all team Co-a Cola.

$arana"i. who helped me durin! thi" trainin! period4

At la"t. I would li2e to than2 M/ God. M/ Parent" and m/ friend" for all the

"upport and ble""in!" that wa" re3uired for -ompletion of thi" pro0e-t4

Gaura; Rai

Master Of Business %4ministration

(567897:"

T%B/E O- 0ONTENT

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Executive summary

Preface

Objective of the project

Chapter (9 Introduction(4(5indu"tan Co-a Cola P;t4 &td(4+ Soft rin2 Mar2et in India(4? Produ-t" of Co-a Cola(4? Si!nifi-an-e of the Stud/

Chapter +9 Re;iew of the &iterature+4(Re;iew of re"ear-her"+4+ Some important &iterature Re;iew"

Chapter ?9 Re"ear-h Method" and Pro-edure"?4( Purpo"e of the Stud/?4+ Re"ear-h e"i!n?4? Re"ear-h @ue"tion"?4) ata Colle-tion?4 In"trument" u"ed?4B Pro-edure"?4 &imitation"

Chapter )9 ata Anal/"i" and 1indin!")4(Re;iew of Methodolo!/)4+ Re"ult" of Re"ear-h @ue"tion")4? Summar/ of the 1indin!"

Chapter 9 Su!!e"tion" D Con-lu"ion"5.1 Suestions

5.2 conc!usions

Bibliography

Annexure

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5/78

E;E0.T'+E .MM%#Y

A" I ha;e -ho"en the title T)E 'M,%0T O- D'T#'B.T'ON &T)E 'M,%0T O- D'T#'B.T'ON &

.,,/Y -O0. 1'T) E&D O.T/ET.,,/Y -O0. 1'T) E&D O.T/ET In thi" I ha;e to anal/e the

-omparati;e "ale. awarene"" of brand" and brand" lo/alt/ of -u"tomer". their

thin2in! about Soft drin2 produ-t"4 :hi-h are the produ-t" the/ often bu/F :h/

the/ bu/ a parti-ular -ompan/ produ-t"4 :hi-h -ompan/ i" the mo"t fa;orite

amon! them4

Cu"tomer" are ma0or "our-e of earnin! for the -ompan/4 So it i"

ne-e""ar/ to 2now about their need and how -an we !i;e them $alue Of Mone/H4

So I am tr/in! to 2now what produ-t the/ li2e to bu/ more often4 #/ 2nowin! all

the"e we -an in-rea"e footfall and will al"o help in enhan-in! the "ale4 There are

"ome produ-t" whi-h are bou!ht alwa/" the/ are non'"ea"onal4 Therefore b/ thi"

pro0e-t I want to !ain rea"onin! about e;er/ pro" and -on" related with Soft drin2

produ-t"4 And would li2e to rai"e the "ati"fa-tion le;el of both Retailer" and

-u"tomer"4

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,#E-%0E

A pro0e-t i" a "-ientifi- and "/"temati- "tud/ of real i""ue" on a problem with the

appli-ation of mana!ement -on-ept and "2ill"4 The "tud/ -an deal with "mall or bi!

i""ue" in an/ di;i"ion of an or!aniation4 It -an be -a"e "tud/ where a problem ha"

been dealt with. throu!h the pro-e"" of mana!ement4 The e""ential e3uipment of a

pro0e-t i" that. it "hould -ontain "-ientifi- -olle-tion of data. anal/"i" and

interpretation of data leadin! to ;alid -on-lu"ion4

Summer Trainin! i" an e""ential part in M#A -urri-ulum4 It enable" the "tudent to

"hare the real eperien-e in indu"tr/4 M/ "ummer trainin! ha" pla-ed in

5INUSTAN COCO CO&A. $ARANASI for the period of Ei!ht wee2" in

$ARANASI. U4P4

The topi- of m/ pro0e-t wa" T)E 'M,%0T O- D'T#'B.T'ONT)E 'M,%0T O- D'T#'B.T'ON

&.,,/Y -O0. 1'T) E&D O.T/ET&.,,/Y -O0. 1'T) E&D O.T/ET M/ trainin! at Co-a Cola

had been learnin! and wonderful eperien-e -on"tantl/ addin! to m/ 2nowled!e4 I

had !ot the opportunit/ of !ettin! pra-ti-al in"i!ht into the bu"ine"" world. whi-h

enable" me to "upplement the prin-iple" of mana!ement with -riti-al wor2in! of

thi" well e"tabli"hed. e"teemed and leadin! or!aniation4 I ha;e al"o learned how to

ameliorate m/ theoreti-al 2nowled!e into pra-ti-al a"pe-t"4

I ha;e tried to put m/ utmo"t and be"t effort to ma2e thi" pro0e-t a learnin! and

reall/ u"eful to -ompan/4

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7/78

OB


8/78

0hapter97

%


9/78

'NT#OD.0T'ON TO O-T D#'N* 'ND.T#Y

The main produ-tion of "oft drin2 wa" "tored in (,?*? The term L"oda waterL fir"t -oined4

7?76 1ir"t U4S4 patent i""ued for the manufa-ture of imitation mineral water"4

7?7> The L"oda fountainL patented b/ Samuel 1ahne"to-24

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10/78

7?8: The fir"t bottled "oda water in the U4S4

7?:6 A manual hand D foot operated fillin! D -or2in! de;i-e. fir"t u"ed for bottlin! "oda

water4

7?:7 Gin!er ale -reated in Ireland4

7?@7 The term LpopL fir"t -oined4

7?=A The fir"t i-e'-ream "oda "old4

7?=@ Root beer ma"" produ-ed for publi- "ale4

7??7 The fir"t -ola'fla;ored be;era!e introdu-ed4

7??: Charle" Aderton in;ented Lr PepperL in :a-o. Tea"4

7??@ r4 John S4 Pemberton in;ented LCo-a'ColaL in Atlanta. Geor!ia4

7?>5 :illiam Painter in;ented the -rown bottle -ap4

7?>? LPep"i'ColaL i" in;ented b/ Caleb #radham4

7?>> The fir"t patent i""ued for a !la"" blowin! ma-hine. u"ed to produ-e !la"" bottle"4

7>78 Ga" motored tru-2" repla-ed hor"e drawn -arria!e" a" deli;er/ ;ehi-le"4

7>7> The Ameri-an #ottler" of Carbonated #e;era!e" formed4

7>56 The U4S4 Cen"u" reported that more than .*** bottler" now ei"t4

Early 7>56s The fir"t automati- ;endin! ma-hine" di"pen"ed "oda" into -up"4

7>58 Si'pa-2 "oft drin2 -arton" -alled L5om'Pa2"L -reated4

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11/78

7>5> The 5owd/ Compan/ debuted it" new drin2 L#ib'&abel &ithiated &emon'&ime Soda"L

later -alled L upL4 In;ented b/ Charle" &eiper Gri!!4

7>8A Applied -olor label" fir"t u"ed on "oft drin2 bottle". the -olorin! wa" ba2ed on the fa-e

of the bottle4

7>:5 The fir"t diet "oft drin2 "old -alled the LNo'Cal #e;era!eL a !in!erale "old b/ 6ir"-h4

7>:= The fir"t aluminum -an" u"ed4

7>:> The fir"t diet -ola "old4

7>@: Soft drin2" in -an" di"pen"ed from ;endin! ma-hine"4

7>@@ The Ameri-an #ottler" of Carbonated #e;era!e" renamed The National Soft rin2

A""o-iation4

7>=6 Pla"ti- bottle" are u"ed for "oft drin2"4

7>=8 The PET 7Pol/eth/lene Terephthalate8 bottle -reated4

7>=A The "ta/'on tab in;ented4 Introdu-ed b/ the 1all" Cit/ #rewin! Compan/ of &oui";ille.

6%4

7>=> Mello %ello "oft drin2 i" introdu-ed b/ the Co-a Cola Compan/ a" -ompetition a!ain"t

Mountain ew4

7>?7 The Ltal2in!L ;endin! ma-hine in;ented4

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12/78

#%1 M%TE#'%/ .ED 'N O-T D#'N*

There are different t/pe" of raw material" u"ed in different "oft drin2"4 Mo"t of the raw

material" are a" under9

7$ 1ater2

The "imple "weetened "oft drin2 -ontain" about * of water. while in diet drin2"> it

-ontain" of water4

5$ -laCour2

1la;our i" of !reat importan-e in "oft drin24 E;en water from different pla-e" ha" different

ta"te4 The fla;our for ta"te added -an be natural or artifi-ial. a-idi-. -affeine4

8$ %rtificial -laCour2

The"e are the fla;our" manufa-tured from natural etra-t"> thi" i" u"ed to !i;e !reater -hoi-e.

in ta"te to -on"umer"4

A$ %ci4s2

A-id" li2e -itri- a-id D pho"phori- a-id are added to !i;e refre"hin! tartne"" or bite D help

in pre"er;in! the 3ualit/ of a drin24

:$ Natural -laCours2

The"e are the fla;our". whi-h are etra-ted from fruit". ;e!etable". nut". bar2". lea;e" et-4 in

"oft drin2 -ontainin! natural fla;our" D fruit 0ui-e4

@$ 0affeine212


13/78

Caffeine ha" "pe-ial 2ind of ta"te ma2e" the ta"te of "oft drin2 a ro/al one4 Caffeine wa"

added to "oft drin2 from it" introdu-tion to a -ommer-ial mar2et but now -affeine free "oft

drin2" are al"o a;ailable4 It" 3ualit/ i" than -ompared with "ame amount of -offee4

=$ 0arbon Dioi4e2

Carbon ioide i" a -olorle"" D "mell le"" !a". whi-h i" added to -old drin2 to !et bubble D

it al"o help in 2eepin! drin2 "tron! D fre"h4

?$ 0olour2

Alon! with ta"te of "oft drin2 i" al"o of ;er/ important. the -ompan/ trie" to maintain both

ta"te D -olour of the "oft drin2 e;er/ where in the world4

>$ u!ar2

Su!ar "/rup i" added to the drin2 at around de!ree C* to the pure drin2in! water.

thi" i" to ma2e "oft drin2 ta"te "weet4 E;en artifi-ial "weetne"" i" al"o u"ed4

D'T#'B.T'ON O- O-T D#'N*

13


14/78

The "oft drin2" -an be di"tributed on the ba"i" of two -on-ept"4

(4 i"tribution a--ordin! to ta"te4

+4 i"tribution a--ordin! to -on"umption4

7$ Distribution accor4in! to taste2

The "oft drin2" -an be di"tributed in Cola D non K -ola

ta"te4 Non -ola ta"te -on"i"t of drin2 of oran!e. lime. man!o et-4 D lime ta"te

-an further di;ided in to -loud/ lime D -lear lime4

The pie dia!ram "how" the mar2et -aptured b/ different ta"te4 Oran!e

ta"te mar2et i" o--upied b/ brand" li2e 1anta. Mirinda Oran!e D Cru"h4 Man!o

ta"te mar2et o--upied b/ brand" li2e Sli-e. Maaa. Man!ola4 Cloud/ lime ta"te

i" o--upied b/ brand" li2e &im-a. Mirinda &ime et-4

Clear lime ta"te i" o--upied b/ UP. Sprite. Canada r/ et-4 Thi" i" ba"i-all/

produ-ed in !reen bottle a" "unli!ht "poil" the ta"te of the drin2"> it" -olour i"

tran"parent li2e water4

5$ Distribution accor4in! to the consumption2

,* of "oft drin2" are -on"umed on the "pot. where it i"

"old at pla-e li2e -inema". railwa/ "tation" et-4 Other +* of the mar2et of "oft

drin2 i" -on"umed at home or other pla-e"4

1"


15/78

0ON.M,T'ON O- O-T D#'N* 'N 'ND'%

India i" one of the lowe"t "oft drin2 -on"umin! -ountrie" in the world4

A--ordin! to per -apita in India i" bottle" per /ear. while hi!he"t -on"umption

in USA of ,** bottle" per /ear4

&ower. &ower middle D upper middle -la"" -on"ume ( of "oft drin2 mar2et4

D'T#'B.T'ON .NDE# M%/E %ND -EM%/E

0%TEO#Y

15

Bran4s #s$ (0rore"

Thum" Up ()*

Co2e (?*

&im-a (*?*

1anta B**

6inle/ )*

Sprite )**

Maaa ?*

UP +*

Mirinda +(*

Pep"i (+


16/78

1#

Bran4s #s$ (0rore"

Thum" Up ()*

Co2e (?*

&im-a (*?*

1anta B**

6inle/ )*

Sprite )**

Maaa ?*

UP +*

Mirinda +(*

Pep"i (+


17/78

#O1T) %ND 'E O- M%#*ET

1$

Year No of Bottles pro4uce4 (million"

(, (B,

(* +**

(( +(

(+ +)*

(? +,**

() ?***

( ?+)*

(B )***

( ))*

(, )+*

( B*

+*** B),*

+**( ***


18/78

The -on"umption dia!ram !raph of "oft drin2 ha" ne;er. de-rea"e4 If on-e. it ha"

in-rea"ed4 It i" in-rea"in! at +) K + per /ear4

E;en in India the mar2et i" -on"tantl/ !rowin! in (?. the people of

India -on"ume onl/ *4 lthead. while in ( it in-rea"ed from *4 to *4?

lthead. in ( it wa" (4() lthead D in +**( it wa" (4B+ lthead4

1%


19/78

M%#*ET )%#E 'N 'ND'%

The two !lobal ma0or" Pep"i D Co-a K Cola dominate the "oft drin2 indu"tr/

mar2et4

Co-a K Cola. whi-h had winded up it" bu"ine"" from India durin! the

introdu-tion of IERA re!ime reentered in India after (B /ear" letter in (?4

Co-a K Cola ha" a-3uired a ma0or "oft drin2 mar2et b/ bu/in! out lo-al brand"

li2e Thum" up. &im-a D Gold Spot from Parle #e;era!e"4

Pep"i althou!h "tarted a -ouple of /ear" before Co-a K Cola in ((. ri!ht now

it ha" lower mar2et "hare4 It ha" brou!ht o;er Mumbai ba"ed u2e" ran!e of

"oft drin2"4

#oth Cola manufa-ture" Pep"i D Co-a K Cola -ome up with their own mar2et

"hare D -laim to ha;e in-rea"ed their "hare4

#rand Name Mar2et Share 7or! fi!ure8 Mar2et Share 7IMR#8

Pep"i )( )

Co-a K Cola ),

Other #rand" + ?

1&


20/78

'ND.T#Y ,#O-'/E

% B#'E- 'N')T 9 T)E -M0 'ND.T#Y 'N 'ND'%

2'


21/78

1a"t Mo;in! Con"umer Good" 71MCG8. al"o 2nown a" Con"umer

Pa-2a!ed Good" 7CPG8 are produ-t" that ha;e a 3ui-2 turno;er and relati;el/

low -o"t4 Con"umer" !enerall/ put le"" thou!ht into the pur-ha"e of 1MCG thanthe/ do for other produ-t"4 The Indian 1MCG indu"tr/ witne""ed "i!nifi-ant

-han!e" throu!h the (*"4 Man/ pla/er" had been fa-in! "e;ere problem" on

a--ount of in-rea"ed -ompetition from "mall and re!ional pla/er" and from

"low !rowth a-ro"" it" ;ariou" produ-t -ate!orie"4 A" a re"ult. mo"t of the

-ompanie" were for-ed to re;amp their produ-t. mar2etin!. di"tribution and

-u"tomer "er;i-e "trate!ie" to "tren!then their po"ition in the mar2et4

#/ the turn of the +*th -entur/. the fa-e of the Indian 1MCG indu"tr/

had -han!ed "i!nifi-antl/4 :ith the liberaliation and !rowth of the Indian

e-onom/. the Indian -u"tomer witne""ed an in-rea"in! epo"ure to new

dome"ti- and forei!n produ-t" throu!h different media. "u-h a" tele;i"ion and

the Internet4 Apart from thi". "o-ial -han!e" "u-h a" in-rea"e in the number of

nu-lear familie" and the !rowin! number of wor2in! -ouple" re"ultin! in

in-rea"ed "pendin! power al"o -ontributed to the in-rea"e in the Indian

-on"umer"= per"onal -on"umption4 The realiation of the -u"tomer=" !rowin!

awarene"" and the need to meet -han!in! re3uirement" and preferen-e" on

a--ount of -han!in! life"t/le" re3uired the 1MCG produ-in! -ompanie" to

formulate -u"tomer'-entri- "trate!ie"4 The"e -han!e" had a po"iti;e impa-t.

leadin! to the rapid !rowth in the 1MCG indu"tr/4 In-rea"ed a;ailabilit/ of

retail "pa-e. rapid urbaniation. and 3ualified manpower al"o boo"ted the

!rowth of the or!anied retailin! "e-tor4

5&& led the wa/ in re;olutioniin! the produ-t. mar2et. di"tribution and "er;i-e

format" of the 1MCG indu"tr/ b/ fo-u"in! on rural mar2et". dire-t di"tribution.

-reatin! new produ-t. di"tribution and "er;i-e format"4 The 1MCG "e-tor al"o

21


22/78

re-ei;ed a boo"t b/ !o;ernment led initiati;e" in the +**? bud!et "u-h a" the

"ettin! up of e-i"e free one" in ;ariou" part" of the -ountr/ that witne""ed

firm" mo;in! awa/ from out"our-in! to manufa-turin! b/ in;e"tin! in the

one"4

Thou!h the ab"olute profit made on 1MCG produ-t" i" relati;el/ "mall. the/

!enerall/ "ell in lar!e number" and "o the -umulati;e profit on "u-h produ-t"

-an be lar!e4 Unli2e "ome indu"trie". "u-h a" automobile". -omputer". and

airline". 1MCG doe" not "uffer from ma"" la/off" e;er/ time the e-onom/

"tart" to dip4 A per"on ma/ put off bu/in! a -ar but he will not put off ha;in!

hi" dinner4 Unli2e other e-onom/ "e-tor". 1MCG "hare float in a "tead/ manner

irre"pe-ti;e of !lobal mar2et dip. be-au"e the/ !enerall/ "ati"f/ rather

fundamental. a" oppo"ed to luuriou" need"4 The 1MCG "e-tor. whi-h i"

!rowin! at the rate of i" the fourth lar!e"t "e-tor in the Indian E-onom/

and i" worth R"4?*** -r4 The main -ontributor. ma2in! up ?+ of the "e-tor. i"

the South Indian re!ion4 It i" predi-ted that in the /ear +*(*. the 1MCG "e-tor

will be worth R"4()?*** -r4 The "e-tor bein! one of the bi!!e"t "e-tor" of the

Indian E-onom/ pro;ide" up to ) million 0ob"4 7Sour-e9 5CC#P&. Monthl/

Cir-ular8

% B#'E- 'N')T 9 BE+E#%E 'ND.T#Y 'N 'ND'%

22


23/78

In India. be;era!e" form an important part of the li;e" of people4 It i" an indu"tr/. in whi-h

the pla/er" -on"tantl/ inno;ate. in order to -ome up with better produ-t" to !ain more

-on"umer" and "ati"f/ the ei"tin! -on"umer"4

The be;era!e indu"tr/ i" ;a"t and there ;ariou" wa/" of "e!mentin! it. "o a" to -ater the ri!ht

produ-t to the ri!ht per"on4 The different wa/" of "e!mentin! it are a" follow"9

Al-oholi-. non'al-oholi- and "port" be;era!e"4

Natural and S/ntheti- be;era!e"4

In'home -on"umption and out of home on premi"e" -on"umption4

A!e wi"e "e!mentation i4e4 be;era!e" for 2id". for adult" and for "enior -itien"4

Se!mentation ba"ed on the amount of -on"umption i4e4 hi!h le;el" of -on"umption

and low le;el" of -on"umption4

If the beha;ioral pattern" of -on"umer" in India are -lo"el/ noti-ed. it -ould be ob"er;ed

that -on"umer" per-ei;e be;era!e" in two different wa/" i4e4 be;era!e" are a luur/ and that

be;era!e" ha;e to be -on"umed o--a"ionall/4 The"e two per-eption" are the bi!!e"t

-hallen!e" fa-ed b/ the be;era!e indu"tr/4

In order to le;era!e the be;era!e indu"tr/. it i" important to addre"" thi" i""ue "o a" to

en-oura!e re!ular -on"umption a" well a" and to ma2e the indu"tr/ more affordable4 1our

"tron! "trate!i- element" to in-rea"e -on"umption of the produ-t" of the be;era!e indu"tr/ in

India are9

The 3ualit/ and the -on"i"ten-/ of be;era!e" need" to be enhan-ed "o that -on"umer"

are "ati"fied and the/ en0o/ -on"umin! be;era!e"4

The -redibilit/ and tru"t need" to be built "o that there i" a ;er/ "tron! and "afe

feelin! that the -on"umer" ha;e while -on"umin! the be;era!e"4

Con"umer edu-ation i" a mu"t to brin! out benefit" of be;era!e -on"umption whether

in term" of health. ta"te. relaation. "timulation. refre"hment. well'bein! or pre"ti!e

rele;ant to the -ate!or/4

Communi-ation "hould be rele;ant and trend/ "o that -on"umer" are able to find an appeal to !o out. pur-ha"e and -on"ume4

23


24/78

0OM,%NY ,#O-'/E

2"


25/78

0OM,%NY ,#O-'/E

M''ON2

Our Roadmap "tart" with our mi""ion. whi-h i" endurin!4 It

de-lare" our purpo"e a" a -ompan/ and "er;e" a" the "tandard a!ain"t whi-h we

wei!h our a-tion" and de-i"ion"4

To refre"h the world444

To in"pire moment" of optimi"m and happine""444

To -reate ;alue and ma2e a differen-e4

+''ON2

Our ;i"ion "er;e" a" the framewor2 for our Roadmap and !uide" e;er/ a"pe-t of

our bu"ine"" b/ de"-ribin! what we need to a--ompli"h in order to -ontinue

a-hie;in! "u"tainable. 3ualit/ !rowth4

,eople2#e a !reat pla-e to wor2 where people are in"pired to be the be"t

the/ -an be4 ,ortfolio2#rin! to the world a portfolio of 3ualit/ be;era!e brand" that

anti-ipate and "ati"f/ people=" de"ire" and need"4 ,artners2 Nurture a winnin! networ2 of -u"tomer" and "upplier".

to!ether we -reate mutual. endurin! ;alue4

25


26/78

,lanet2#e a re"pon"ible -itien that ma2e" a differen-e b/ helpin! build

and "upport "u"tainable -ommunitie"4 ,rofit2Maimie lon!'term return to "hareowner" while bein! mindful

of our o;erall re"pon"ibilitie"4

,ro4uctiCity2#e a hi!hl/ effe-ti;e. lean and fa"t'mo;in! or!aniation4

1'NN'N 0./T.#E2

Our :innin! Culture define" the attitude" and beha;ior" that will be re3uired of

u" to ma2e our +*+* $i"ion a realit/4

/'+E O.# +%/.E 2

Our ;alue" "er;e a" a -ompa"" for our a-tion" and de"-ribe how we

beha;e in the world4

/ea4ership2The -oura!e to "hape a better future4

0ollaboration2&e;era!e -olle-ti;e !eniu"4

'nte!rity2#e real4

%ccountability2If it i" to be. it=" up to me4

,assion2Committed in heart and mind4 DiCersity2A" in-lu"i;e a" our brand"4

Fuality2:hat we do. we do well4

-O0. ON T)E M%#*ET2

1o-u" on need" of our -on"umer". -u"tomer" and fran-hi"e partner"4

Get out into the mar2et and li"ten. ob"er;e and learn4

Po""e"" a world ;iew4

1o-u" on ee-ution in the mar2etpla-e e;er/ da/4

#e in"atiabl/ -uriou"4

1O#* M%#T2

2#


27/78

A-t with ur!en-/4

Remain re"pon"i;e to -han!e4

5a;e the -oura!e to -han!e -our"e when needed4

Remain -on"tru-ti;el/ di"-ontent4

:or2 effi-ientl/4

%0T /'*E O1NE#2

#e a--ountable for our a-tion" and ina-tion"4

Steward "/"tem a""et" and fo-u" on buildin! ;alue4

Reward our people for ta2in! ri"2" and findin! better wa/" to "ol;e

problem"4 &earn from our out-ome" '' what wor2ed and what didn


28/78

and heada-he remed/. LPemberton=" 1ren-h :ine Co-a.L "old at that time b/

mo"t. if not all. of the -it/=" dru!!i"t"4

So when the new Co-a'Cola debuted later that /ear''"till po""e""in! Lthe

;aluable toni- and ner;e "timulant propertie" of the -o-a plant and -ola nut".L

/et "weetened with "u!ar in"tead of wine''Pemberton ad;erti"ed it not onl/ a" a

Ldeli-iou". ehilaratin!. refre"hin! and in;i!oratin!L "oda'fountain be;era!e

but al"o a" the ideal Ltemperan-e drin24L

The protot/pe Co-a'Cola re-ipe wa" formulated at the Ea!le ru! and

Chemi-al Compan/. a dru!"tore in Columbu". Geor!ia b/ John Pemberton.

ori!inall/ a" a -o-a wine -alled Pemberton=" 1ren-h :ine Co-a4 5e ma/ ha;e

been in"pired b/ the formidable "u--e"" of $in Mariani. a European -o-a wine4

In (,,B. when Atlanta and 1ulton Count/ pa""ed prohibition le!i"lation.

Pemberton re"ponded b/ de;elopin! Co-a'Cola. e""entiall/ a non'al-oholi-

;er"ion of 1ren-h :ine Co-a4 The fir"t "ale" were at Ja-ob=" Pharma-/ in

Atlanta. Geor!ia. on Ma/ ,. (,,B4 It wa" initiall/ "old a" a patent medi-ine for

fi;e -ent" a !la"" at "oda fountain". whi-h were popular in the United State" at

the time due to the belief that -arbonated water wa" !ood for the

health4Pemberton -laimed Co-a'Cola -ured man/ di"ea"e" in-ludin! morphine

addi-tion. d/"pep"ia. neura"thenia. heada-he. and impoten-e4 Pemberton ran the

2%


29/78

fir"t ad;erti"ement for the be;era!e on Ma/ + of the "ame /ear in the %tlanta


30/78

-orporation8. and in ((* Candler had the earlie"t re-ord" of the -ompan/

burned. further ob"-urin! it" le!al ori!in"4 #/ the time of it" *th anni;er"ar/.

the drin2 had rea-hed the "tatu" of a national i-on in the USA4 In (?. it wa"

-ertified 2o"her b/ Rabbi Tobia" Geffen. after the -ompan/ made minor

-han!e" in the "our-in! of "ome in!redient"4

Co-a'Cola wa" "old in bottle" for the fir"t time on Mar-h (+. (,)4 The fir"t

outdoor wall ad;erti"ement wa" painted in the "ame /ear a" well in Carter";ille.

Geor!ia4 Can" of Co2e fir"t appeared in (4 The fir"t bottlin! of Co-a'Cola

o--urred in $i-2"bur!. Mi""i""ippi. at the #iedenharn Cand/ Compan/ in (,(4

It" proprietor wa" Jo"eph A4 #iedenharn4 The ori!inal bottle" were #iedenharn

bottle". ;er/ different from the mu-h later hobble'"2irt de"i!n that i" now "o

familiar4 A"a Candler wa" tentati;e about bottlin! the drin2. but two

entrepreneur" from Chattanoo!a. Tenne""ee. #en0amin 14 Thoma" and Jo"eph

#4 :hitehead. propo"ed the idea and were "o per"ua"i;e that Candler "i!ned a

-ontra-t !i;in! them -ontrol of the pro-edure for onl/ one dollar4 Candler ne;er

-olle-ted hi" dollar. but in (, Chattanoo!a be-ame the "ite of the fir"t Co-a'

Cola bottlin! -ompan/4 The loo"el/ termed -ontra-t pro;ed to be problemati-

for the -ompan/ for de-ade" to -ome4 &e!al matter" were not helped b/ the

de-i"ion of the bottler" to "ub-ontra-t to other -ompanie". effe-ti;el/ be-omin!

parent bottler"4 Co2e -on-entrate. or Co2e "/rup. wa" and i" "old "eparatel/ at

3'


31/78

pharma-ie" in "mall 3uantitie". a" an o;er'the'-ounter remed/ for nau"ea or

mildl/ up"et "toma-h4

On April +?. (,. Co-a'Cola. amid mu-h publi-it/. attempted to -han!e the

formula of the drin2 with LNew Co2eL4 The -ompan/ !a;e in to prote"t" and

returned to a ;ariation of the old formula. under the name Co-a'Cola Cla""i- on

Jul/ (*. (,4

On 1ebruar/ . +**. the Co-a'Cola Compan/ announ-ed that in the "e-ond

3uarter of +** the/ planned to laun-h a iet Co2e produ-t "weetened with the

artifi-ial "weetener "u-ralo"e. the "ame "weetener -urrentl/ u"ed in Pep"i One4

On Mar-h +(. +**. it announ-ed another diet produ-t. Co-a'Cola Qero.

"weetened partl/ with a blend of a"partame and a-e"ulfame pota""ium4 On Jul/

. +**. it wa" re;ealed that Co-a'Cola would re"ume operation" in Ira3 for the

fir"t time "in-e the Arab &ea!ue bo/-otted the -ompan/ in (B,4

In April +**. in Canada. the name LCo-a'Cola Cla""i-L wa" -han!ed ba-2 to

LCo-a'Cola4L The word LCla""i-L wa" trun-ated be-au"e LNew Co2eL wa" no

lon!er in produ-tion. eliminatin! the need to differentiate between the two4 The

formula remained un-han!ed4

In Januar/ +**. Co-a'Cola "topped printin! the word LCla""i-L on the label" of

(B'oun-e bottle" "old in part" of the "outhea"tern United State"4 The -han!e i"

part of a lar!er "trate!/ to re0u;enate the produ-t=" ima!e4 In No;ember +**.

31


32/78

due to a di"pute o;er whole"ale pri-e" of Co-a'Cola produ-t". Co"t-o "topped

re"to-2in! it" "hel;e" with Co2e and iet Co2e4

.MM%#Y

1ounded in (,,B in Atlanta. Co-a'Cola Compan/ i" the world=" leadin!

manufa-turer. mar2eter and di"tributor of nonal-oholi- be;era!e -on-entrate"

and "/rup". u"ed to produ-e more than +?* be;era!e brand"4 It i" al"o the

world=" mo"t in-lu"i;e brand and -ompan/4

It ha" alread/ ;entured re!ionall/ out of Atlanta to other "tate" of United

State" "in-e the late (th -entur/ and it" "i!nature -ontour bottle wa" fir"t

manufa-tured in the earl/ +*th -entur/ to di"tin!ui"h them"el;e" and a""urin!

the !enuine Co-a'Cola4 Thou!h the -ompan/ !rew rapidl/ and roared into

"ome European -ountrie" durin! the (**". it" pre"en-e worldwide !rew "wiftl/

onl/ after :orld :ar II4 %ear after /ear. the -ompan/ ha" been di"-o;erin! new

forei!n mar2et" to brin! hi!her profit"4

%roun4 The 1orl42

32


33/78

The Co-a'Cola Compan/ ha" lon! been a worldwide bu"ine""4 Our fir"t "oda

fountain "ale" to Canada and Mei-o were re-orded in (,4 Our fir"t

international bottler '' in Panama '' wa" e"tabli"hed in (*B4 :e entered China

in (+ and our (**th -ountr/ '' Sierra &eone '' in (4

Toda/. The Co-a'Cola Compan/ i" the lar!e"t be;era!e -ompan/ with the

mo"t eten"i;e di"tribution "/"tem in the world4 #ut we are "o mu-h more4 Our

;i"ion "pan" a-ro"" fi;e area"9

,eople2

The Co-a'Cola Compan/. in-ludin! the bottlin! entitie" we own. emplo/"

approimatel/ .*** people4 More than )).*** of tho"e emplo/ee" wor2 for

the Compan/ out"ide of the United State"4

:e are the lar!e"t pri;ate'"e-tor emplo/er a-ro"" all of Afri-a4 And in the

-ountr/ of South Afri-a. for e;er/ one 0ob -reated b/ the Co-a'Cola "/"tem. (B

0ob" are -reated in the informal retail "e-tor4

,lanet2

:or2in! with our #railian partner". the Compan/ ha" laun-hed a pro!ram to

redu-e !reenhou"e !a" emi""ion" b/ u"in! alternati;e fuel"4 Our bottlin! partner

in Sao Paulo ha" a fleet of approimatel/ ()* tru-2" runnin! on per-ent

biodie"el 7made form -a"tor bean" and "o/bean"84

The Co-a'Cola S-holar" 1oundation ha" awarded more than +B million in

hi!her'edu-ation "-holar"hip" to ?.+* "tudent" in the United State" "in-e it"

33


34/78

in-eption in (,B4 The Co-a'Cola "/"tem ha" a -omprehen"i;e 5I$AIS

health -are pro!ram in Afri-a. -o;erin! nearl/ B*.*** emplo/ee". their "pou"e"

and their -hildren4

,ortfolio2

The LMa2e E;er/ rop CountL -ampai!n. laun-hed in North Ameri-a. i"

de"i!ned to help in-rea"e awarene"" of the benefit" of the Compan/=" broad

be;era!e portfolio and it" -ommitment to -on"umer"4

#ona3ua #ona-ti;e laun-hed in 5on! 6on! in April +** and i" the fir"t

ele-trol/te repleni"hment and reh/dration -a"ual "port" drin2 relea"ed under the#ona3ua trademar24

,rofit2

Approimatel/ + per-ent of our unit -a"e ;olume i" from operation" out"ide of

North Ameri-a4 In +**. we had double'di!it unit -a"e ;olume !rowth in

Pa2i"tan. China. E!/pt and Ru""ia4

,artners2

In partner"hip with the Italian Mini"tr/ of Edu-ation and the Italian National

Ol/mpi- Committee. we ha;e -reated the LS-hool" in MotionL pro!ram in Ital/

to en-oura!e ph/"i-al a-ti;it/4 More than (?*.*** "tudent" from (.+** "-hool"

ha;e parti-ipated4

#eCenue2

A--ordin! to the +*(* Annual Report. the -ompan/ "ell" be;era!e produ-t" inmore than +(+ -ountrie"4 The report further "tate" that of the more than *

billion be;era!e "er;in!" of all t/pe" -on"umed worldwide e;er/ da/.

be;era!e" bearin! the trademar2" owned b/ or li-en"ed to Co-a'Cola a--ount

for approimatel/ (4? billion4 Of the"e. be;era!e" bearin! the trademar2 LCo-a'

ColaL or LCo2eL a--ounted for approimatel/ of the Compan/=" total

!allon "ale"4

3"
http://www.bookrags.com/Coca-Colahttp://www.bookrags.com/Coca-Colahttp://www.bookrags.com/Coca-Colahttp://www.bookrags.com/Coca-Cola


35/78

Al"o a--ordin! to the +** Annual Report. Co-a'Cola had !allon "ale"

di"tributed a" follow"9

+ in the United State"

+ in Mei-o. #rail. Japan and China

)B in "pread throu!hout the world

#rin!" #a-2 The 1i To India Co-a'Cola. the -orporate

nouri"hin! the !lobal -ommunit/ with the world


36/78

% ,ure 0ommitment to The 'n4ian Economy

The Compan/ ha" not onl/ "ha2en up the Indian -arbonated drin2" mar2et. and

!i;en -on"umer" the plea"ure of world'-la"" drin2" to fill up their h/dration>

refre"hment D nutrition need" but ha" al"o been in"trumental in !i;in! an

eponential !rowth to 0ob opportunitie"4

0reatin! Enormous


37/78

/OB%/ ,O'T'ON O-

0O0%9 0O/%

3$


38/78

/OB%/ M%#*ET )%#E O- 0O0%90O/%

In +**. the -ompan/ !enerated re;enue" of ?( billion with B4, billion

net in-ome4 An in-rea"ed -on"umer preferen-e for healthier drin2" ha" re"ulted

in "lowin! !rowth rate" for "ale" of -arbonated "oft drin2" 7abbre;iated a"

CS8. whi-h -on"titute" , of 6O


39/78

will ta2e -ontrol of the bottler=" North Ameri-a operation". !i;in! the -ompan/

-ontrol o;er * of the total North Ameri-a ;olume4 In return. Co-a'Cola

Enterpri"e" will ta2e o;er Co2e=" bottlin! operation" in Norwa/ and Sweden.

be-omin! a European'fo-u"ed produ-er and di"tributor4

In Mar-h +*(*. Co-a'Cola Compan/ entered into di"-u""ion" to bu/ the

Ru""ian 0ui-e -ompan/. OAO Nidan Jui-e"4 The -ompan/ i" owned b/ a

pri;ate e3uit/ firm in &ondon and + b/ it" Ru""ian founder" and -ontrol"

()4 of the Ru""ian 0ui-e mar2et4 If "u--e""ful. the pur-ha"e would add to

Co-a'Cola=" +*4 mar2et "hare. pa""in! Pep"i=" ?* mar2et "hare4 The

Ru""ian 0ui-e mar2et i" e"timated to be ?4+ billion dollar". and e"timate" of

Nidan=" pur-ha"e pri-e are between B*'B+* million4

In April +*(*. Co-a'Cola Compan/ pur-ha"ed a ma0orit/ "hare of

Inno-ent. the #riti"h fruit "moothie ma2er4 &a"t /ear the -ompan/ bou!ht an

(, "hare of the -ompan/ for more than ) million. and re-ent pur-ha"e" of

additional "hare" in-rea"ed Co2e=" "ta2e to ,4

In June +*(*. Co-a'Cola Compan/ a!reed to pa/ r Pepper Snapple

Group 7PS8 ( million for the -ontinued ri!ht to "ell their produ-t"

followin! the -ompan/=" a-3ui"ition of Co-aCola Enterpri"e" 7CCE84 The deal

-o;er" the net +* /ear" with an option to renew for an additional +* /ear"4

3&


40/78

0O0%90O/% 0OM,%NY

0oca 0ola 0ompany i" one of the United State" ba"ed -ompan/ founded

in the /ear (,,B4 It i" one of the world=" leadin! manufa-turer. mar2eter and

di"tributor of -ola t/pe


41/78

Type Publi-

-oun4e4 (,+ b/ A"a Gri!!" Candler

)ea4Guarters Atlanta. Geor!ia.USA

%rea serCe4 :orldwide

*ey people Muhtar 6ent7CEO8

'n4ustry #e;era!e

,ro4ucts Co-a'Cola.:ater.Non'al-oholi-'be;era!e.

#eCenue US?4(( #illion 720108

Operatin! income US,4)) #illion 720108

Net income US((4,* #illion 720108

Total assets US+4+( #illion 720108

Total eGuity US?(4?( #illion 720108

Employees (?.B** 720108

1ebsite http9www4the-o-a'-ola-ompan/4-om

The 0oca90ola 0ompany i" the world=" lar!e"t be;era!e

-ompan/. lar!e"t manufa-turer. di"tributor and mar2eter of non'al-oholi-

be;era!e -on-entrate" and "/rup" in the world. and one of the lar!e"t

-orporation" in the United State"4 The -ompan/ i" be"t 2nown for it" fla!"hip

produ-t Co-a'Cola. in;ented b/ pharma-i"t John Stith Pembertonin (,,B4 The

Co-a'Cola formula and brand wa" bou!ht in (,, b/ A"a Candler who

in-orporated The Co-a'Cola Compan/ in (,+4 #e"ide" it" name"a2e Co-a'

"1
http://en.wikipedia.org/wiki/Category:Types_of_companieshttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Asa_Griggs_Candlerhttp://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/Worldwidehttp://en.wikipedia.org/wiki/Muhtar_Kenthttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Beveragehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Waterhttp://en.wikipedia.org/wiki/Non-alcoholic_beveragehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Assetshttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Ownership_equityhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Websitehttp://www.thecoca-colacompany.com/http://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/John_Stith_Pembertonhttp://en.wikipedia.org/wiki/1889http://en.wikipedia.org/wiki/Asa_Candlerhttp://en.wikipedia.org/wiki/Image:Flag_of_the_United_States.svghttp://en.wikipedia.org/wiki/Category:Types_of_companieshttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Asa_Griggs_Candlerhttp://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/USAhttp://en.wikipedia.org/wiki/Worldwidehttp://en.wikipedia.org/wiki/Muhtar_Kenthttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Beveragehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Waterhttp://en.wikipedia.org/wiki/Non-alcoholic_beveragehttp://en.wikipedia.org/wiki/Revenuehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Earnings_before_interest_and_taxeshttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Assetshttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Ownership_equityhttp://en.wikipedia.org/wiki/United_States_dollarhttp://en.wikipedia.org/wiki/Employmenthttp://en.wikipedia.org/wiki/Websitehttp://www.thecoca-colacompany.com/http://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/John_Stith_Pembertonhttp://en.wikipedia.org/wiki/1889http://en.wikipedia.org/wiki/Asa_Candler


42/78

Cola be;era!e. Co-a'Cola -urrentl/ offer" nearl/ )** brand" in o;er +**

-ountrie" or territorie" and "er;e" (4 billion "er;in!" ea-h da/4

The -ompan/ operate" a fran-hi"eddi"tribution "/"tem datin! ba-2 to

(,, where TCCC onl/ produ-e" "/rup -on-entrate whi-h i" then "old to

;ariou"bottler"throu!hout the world who hold an e-lu"i;e territor/4

%D+E#T''N

Ad;erti"in! ha" pla/ed an important role in the "u--e"" of produ-t" "in-e

fir"t new"paper add in (,,B. whi-h read Co-a'Cola eli-iou" Refre"hin!

Ehilaratin! In;i!oratin!H The -ompan/ u"e" ad;er)ti"in! to tri!!er de"ire a"

often and in a" man/ wa/" a" po""ible4

Throu!h out the /ear". "lo!an" or -o-a'-ola ha;e been memorable 45ere

are "ome hi!hli!ht"9

+*()'Get refre"hed with Co-a'Cola

+***'(*'Co-a'Cola En0o/

"2
http://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Bottler_(company)http://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Bottler_(company)


43/78

(?'Alwa/" Co-a'Cola

(*' Can


44/78

Maaa wa" laun-hed in (B4 It i" a drin2 whi-h offered the "ame real

ta"te of fruit 0ui-e" and wa" a;ailable throu!hout the /ear4 In (?. Maaa wa"

a-3uired b/ Co-a'Cola India and it -urrentl/ dominate" the fruit drin2

mar2et4O;er the /ear". brand Maaa ha" be-ome "/non/mou" with Man!o4

Thi" ha" been the re"ult of "u-h "u--e""ful -ampai!n" li2e LTaaa Man!o.""


45/78

Maaa Man!oL and L#otal mein Aam. Maaa hain NaamL4 Con"umer" re!ard

Maaa a" whole"ome. natural. fun drin2 whi-h deli;er" the real eperien-e of

fruit4

The -urrent ad;erti"in! of Maaa po"ition" it a" an enabler of fun

friend"hip moment" between mom" and 2id" a" mom" tru"t the brand and the

2id" lo;e it" ta"te4 The -ampai!n build" on the ei"tin! e3uit/ of the brand and

deli;er" a rele;ant emotional benefit to the mom" ri!htl/ -aptured in the ta!line

L%aari o"ti Taaa MaaaL

Maaa9 +** ml and +* ml Returnable Gla"" #ottle> **(** ml free and (litre PET

bottle" and the newly introduced 400 ml Tetra Pack

0O,E O- T)E ,#O


46/78

To under"tand the !rowin! demand

a--ordin! to -han!in! "-enario and

-omparin! the le;el of "er;i-e pro;ided4

"#


47/78

0hapter98

"$


48/78

#EE%#0)

MET)ODO/OY

#EE%#0) MET)ODO/OY

The purpo"e of the re"ear-h methodolo!/ i" to de"-ribe the re"ear-h

pro-edure4 Thi" in-lude" o;er all re"ear-h de"i!n and the data -olle-ti;e

method4 Thi" "ele-tion i" important be-au"e it i" hard to di"-u"" methodolo!/

without u"in! te-hni-al term" /et. mo"t of the reader" for the report will not

under"tand the te-hni-al lan!ua!e"4

The in;e"ti!ator -olle-t" the re3ue"t information per"onall/ throu!h3ue"tionnaire and per"onal inter;iew"4 The in;e"ti!ator i" "olel/ re"pon"ible for

-olle-ti;e of data thi" method> hi" trainin!. "2ill D 2nowled!e pla/ an important

role on the 3ualit/ of primar/ data4

"%


49/78

A "li!ht ;ariation of the pro-edure i" indire-t and in;e"ti!ation" where

data are -olle-ted throu!h re"our-e" per"on" who are li2el/ to ha;e information

about the problem are inte!rated and on the ba"i" of their an"wer". primar/ date

be-ome" a;ailable4 Thi" a--ura-/ of the primar/ data -olle-ted b/ hi" method

depend" lar!el/ upon the t/pe of per"on"4 Inter;iewed and hen-e4 The"e per"on"

ha;e to be "ele-ted ;er/ -arefull/4

#esearch Desi!n29

A re"ear-h de"i!n i" the "pe-ifi-ation of mea"ure" and pro-edure for the

information needed to "tru-ture to "ol;e problem" it the o;erall operational

pattern of framewor2 of the pro0e-t that "tipulate" what information i" to be

-olle-ted from whi-h "our-e". and b/ what pro-edure4

A re"ear-h de"i!n there for defined a" plan. "tru-ture and "trate!/ of

in;e"ti!ation on -on-ei;ed "o a" to obtain an"wer to "ear-h 3ue"tion and -ontrol

;arian-e4

VRe"ear-h< mean" a "-ientifi- and "/"temati- "ear-h for pertinent

information on a "pe-ifi- topi-4 Re"ear-h i" a -areful in;e"ti!ation or in3uir/

e"pe-iall/ throu!h "ear-h for new fa-t" in an/ bran-h of 2nowled!e4 Re"ear-h

-ompri"e" definin! and redefinin! problem". formulatin! h/pothe"i" or

"u!!e"ted "olution> -olle-tin!. or!aniin! and e;aluatin! data> ma2in!

dedu-tion" and rea-hin! -on-lu"ion"> and at la"t -arefull/ te"tin! the

-on-lu"ion" to determine whether the/ fit the formulatin! h/pothe"i"4

VMethodolo!/< i" defined a the "tud/ of method" b/ whi-h we !ain 2nowled!e.

it deal" with -o!niti;e pro-e""e" impo"ed on re"ear-h b the problem" ri"in!

from the nature of it" "ub0e-t matterH

TY,E O- #EE%#0)29

"&


50/78

e"-ripti;e re"ear-h ha" been u"ed> it in;ol;e" "ur;e/" and fa-t'findin!"

en3uirer of different 2ind" the ma0or purpo"e of de"-ripti;e re"ear-h i" the

de"-ription of the "tate of affair". a" it ei"t" at pre"ent4 The main -hara-teri"ti-"

of thi" method are that the re"ear-her ha" no -ontrol o;er the ;ariable> -an onl/

report what had happened or what i" happenin!4 The method" of re"ear-h

utilied in de"-ripti;e re"ear-h are "ur;e/ method" of all 2ind". in-ludin!

-omparati;e and -orrelation method"4

7$ 0ollection of Data 29

The re"ear-h approa-hed the dealer and outlet owner indi;iduall/ for data

-olle-tion4 Inter;iewed the dealer and outlet owner for -olle-tin! the

information4 @ue"tion" were eplained "o a" to a;oid ambi!uit/4 The/ were

found -o' operati;e4

ource of 4ata collection29

The data u"ed for thi" "tud/ are both primar/ and "e-ondar/ data4 The

"our-e of primar/ data i" the field where the re"ear-her ha" been -ondu-ted and

the data ha" been -olle-ted from the emplo/ee" dealer and outlet owner of

0O0% 0O/%$

,#'M%#Y D%T%2

The primar/ data are tho"e that are -olle-ted throu!h 3ue"tionnaire and

dire-t per"onal inter;iew4 The 3ue"tionnaire wa" framed in "u-h a manner to

obtain -orre-t information. !raded "uitabl/ for the "tud/4

5'


51/78

E0OND%#Y D%T%2

The "e-ondar/ data ha" been -olle-ted throu!h -ompan/ web"ite and ma!aine"

of -ompan/ and dealer tran"a-tion "ummar/ report4 Se-ondar/ data about the

-ompan/ profile and -olle-tin! information of the indu"trial -on"ultin! "ide4

5$ #EE%#0) 'NT#.MENT2

The re"ear-h in"trument u"ed in thi" "tud/ "tru-tured 3ue"tionnaireH4

Stru-tured 3ue"tionnaire are tho"e 3ue"tionnaire in whi-h there are

predetermined 3ue"tion relatin! to the a"pe-t for whi-h the re"ear-her -olle-t"

data4 The 3ue"tion" are pre"ented with ea-tl/ the "ame wordin! and in the

"ame order to all the re"pondent"4

A$ %M,/'N ,#O0ED.#E29

Con;enien-e "amplin! ha" been u"ed in thi" "tud/4 Con;enien-e It refer" to

-andidate" "ele-tion a "ample of "tud/4 It i" a non'probabilit/ "amplin!4

Thu" re"ear-h "tud/ ma/ in-lude "tud/ ob0e-t". whi-h are -on;enientl/ lo-ated4

Re"ear-h findin!" ba"ed on -on;enient "amplin! howe;er. -annot be

!eneralied4

@$ %M,/'N 'E29

51


52/78

ue to time and re"our-e -on"traint the "ample "ie ha" been ta2en a" the

-ombine !roup of dealer and outlet owner 7(**WB*84 In -on"ultation with the

-ompan/ !uide and the pro0e-t !uide4

=$ TOO/ -O# D%T% %N%/Y'29

After the -olle-tion of primar/ data the information obtained wa"

pro-e""ed and tabulated on data "heet". "tati"ti-al te-hni3ue" were u"ed in

anal/"i" the data4

tatistical TechniGue29

The -hi' "3uare te"t amon! the "e;eral te"t" of "i!nifi-an-e de;eloped b/

"tati"ti-ian"4 Chi' "3uare "/mboli-all/ written. a" X+i" a "tati"ti-al mea"ure u"ed

in the -onte"t of "amplin! anal/"i" for -omparin! ;arian-e to theoreti-al ;alue"4

A" a non' parametri- te"t. it -an be u"ed to determine whether

-ate!ori-al data "how" dependen-/ or the two -la""ifi-ation are independent4 It

-an al"o be u"ed to ma2e -ompari"on" between theoreti-al population and

a-tual data when -ate!orie" are u"ed4H The formula u"ed to -omputin! -hi'

"3uare te"t i"9

Ob"er;ed ;alue K Epe-ted $alue

X+ WY

Epe-ted $alue

e!ree of freedom W 7r'(87-'(8

52


53/78

:here R W No4 of row"

C W No4 of -olumn"

If the -al-ulate ;alue Z tabulated ;alue. null h/pothe"i" will be a--epted4

1ei!hte4 %Cera!e Metho429

:ei!hted a;era!e method i" u"ed to !i;e ran2 for different fa-tor" b/

ha;in! the -olle-tion" of data from the re"pondent4 Total "-ore i" -al-ulated

from the data and it i" di;ided b/ no4 of re"pondent and finall/ the wei!hted

a;era!e i" found4

%M,/E DET%'/

,opulation iHe 2 more than 766

ample iHe 2 :6 outlet ownersI76 4ealers J @6

amplin! TechniGue 2 0onCenience samplin!

%reas 0oCere4 2 +aranasi (shiCpur baipass ro4e !illat baHar

bhoKubir$"

Time -rame 2 : 1ees

53


54/78

1or the ea"e of data -olle-tion and it" a--urate anal/"i" the "ample "ie

wa" limited to B* and the eli!ible re"pondent" were approa-hed for data

-olle-tion4 The "ample wa" randoml/ "ele-ted from the area of +aranasi to

ha;e a di;er"ified ;iew of the re"ear-h anal/"i"4

The time frame for the re"ear-h wa" fi;e wee2" and e;er/ po""ible effort wa"

made to obtain a--urate and appropriate information4

Colle-tion of ata,#'M%#Y2

Maret surCey of 4ealer an4 outlet owner

Ob"er;ation.

1ield Ob"er;ation

@ue"tionnaire.

i"-u""ion.

5"


55/78

Ob"er;ation i" either an a-ti;it/ of a li;in! bein! "u-h a" a human. -on"i"tin! of

re-ei;in! 2nowled!e of the out"ide world throu!h the "en"e". or the re-ordin!

of data u"in! "-ientifi- in"trument4 The term ma/ al"o refer to an/ data

-olle-ted durin! thi" a-ti;it/4 An ob"er;ation -an al"o be the wa/ /ou loo2 at

thin!" or when /ou loo2 at "omethin!4

A field ob"er;ationapplie" the "-ientifi- method to eperimentall/ eamine

an inter;ention in the real world 7or a" man/ eperimentali"t" li2e to "a/.

naturall/'o--urrin! en;ironment"8 rather than in the laborator/ 1ield

eperiment". li2e lab eperiment". !enerall/ randomie "ub0e-t" 7or other

"amplin! unit"8 into treatment and -ontrol !roup" and -ompare out-ome"

between the"e !roup"4

A 3ue"tionnaire i" a re"ear-h in"trument -on"i"tin! of a "erie" of 3ue"tion"

and other prompt" for the purpo"e of !atherin! information from re"pondent"4

Althou!h the/ are often de"i!ned for "tati"ti-al anal/"i" of the re"pon"e". thi" i"

not alwa/" the -a"e4

E0OND%#Y2

Co-o' -ola portal.

Internet.

Pamphlet"

55


56/78

Se-ondar/ data i" data -olle-ted b/ "omeone other than the u"er4 Common

"our-e" "e-ondar/ data for "o-ial "-ien-e in-lude -en"u"e". "ur;e/".

or!aniational re-ord" and data -olle-ted throu!h 3ualitati;e methodolo!ie" or

3ualitati;e re"ear-h4 Primar/ data. b/ -ontra"t. are -olle-ted b/ the in;e"ti!ator

-ondu-tin! the re"ear-h4

Se-ondar/ data anal/"i" "a;e" time that would otherwi"e be "pent -olle-tin!

data and. parti-ularl/ in the -a"e of 3uantitati;e data. pro;ide" lar!er and

hi!her'3ualit/ databa"e" than would be unfea"ible for an/ indi;idual re"ear-her

to -olle-t on their own4 In addition to that. anal/"t" of "o-ial and e-onomi-

-han!e -on"ider "e-ondar/ data e""ential. "in-e it i" impo""ible to -ondu-t a

new "ur;e/ that -an ade3uatel/ -apture pa"t -han!e andor de;elopment"4

1OT %nalysis

5#


57/78

Strength:

A;ailabilit/

@ualit/

ifferent

"ie"

A--eptabilit/

Affordabilit/

#rand ima!e

&ar!e"t

di"tribution

networ2

Weakness:

No

repla-ement

poli-/

&e""

awarene""

about new

laun-hin!

Opportunity:

Co;era!e

of wea2 area"4

Re!ular

;i"it to

-u"tomer

Grie;an-e

handlin! of

-u"tomer

Threats:

#rand

ima!e of

-ompetitor

Redu-

ed epen"e"

5$


58/78

0hapter9A

5%


59/78

Data analysis

&

'nterpretation

5&


60/78

D%T% %N%/Y' %ND 'NTE#,#ET%T'ON

F97 1hy 4o you lie the 0oca90ola pro4ucts mostL

#easons of #esponses

,rice 7:

Fuality & tan4ar4 A6

+ariety of ,ro4ucts 56

%Cailability of pro4ucts 5:

't is represente4 by the followin! pie chart$

'NTE#,#ET%T'ON

)* "a/ that the/ li2e -o2e produ-t" due to 3ualit/ D "tandard. +* due to

;ariet/ and + li2e be-au"e of it" a;ailabilit/4

F98 Do you fin4 any in4 of communication !ap while main! an

or4er with 0oca9cola as compare4 to ,epsicoL

#'


61/78

Options #esponse

Yes A:

No ::

'NTE#,#ET%T'ON

"a/ that the/ don


62/78

F9A %re you satisfie4 with the Carious 4istribution process of

0oca90olaL

Options #esponse

?69766 A6@69?6 8:

:69@6 56

/ess than :6 :

'NTE#,#ET%T'ON

The abo;e -hart "how" that )* retailer" are "ati"fied with the di"tribution

pro-e"" of -o2e upto * almo"t4 while ? are "ati"fied upto *4

#2


63/78

F9: %re you satisfie4 with 4istribution of sparlin! ,ro4uctsL

Options #esponse

)i!hly satisfie4 @6

atisfie4 86Not satisfie4 76

'NTE#,#ET%T'ON

The abo;e -hart "how" that ?* retailer" are hi!hl/ "ati"fied with the

di"tribution of "par2lin! produ-t" of -o-a -ola4

F9= 1hat is the focus pac in your E&D outlets by

#3


64/78

0onsumersL

Options #esponse

#B @6

0an 76,ET 7:

Others :

'NTE#,#ET%T'ON

The abo;e -hart "how" that B* retailer" u"e RG# a" a fo-u" pa-2 in ED

outlet". ( the/ u"e PET4

F9> 1hich 0ompany is haCin! the best ales ,romotional

toolsL

#"

Focus Pack in Outlets

60%

15%

20%

5%

RGB

Can

PET

Others


65/78

Options #esponse

0oca90ola ::

,epsico A:

'NTE#,#ET%T'ON

Retailer" "a/ that the/ li2e -o-a -ola promotional tool" while ) li2ePep"i-o promotional tool"4

F976 %re you happy with the returnin! process of the

,ro4uctsL

Options #esponse

#5


66/78

Yes =5

No 5?

'NTE#,#ET%T'ON

The abo;e -hart "how" that + retailer" are hi!hl/ "ati"fied with the returnin!pro-e"" of produ-t" of -o-a -ola4 +, not "ati"fied4

##


67/78

0hapter9:

0onclusion#$


68/78

&

u!!estions

0ON0/.'ON

1rom the abo;e we -an -on-lude that the mar2et "hare of -o-o -ola i"

more than pep"i 4

The demand of -o2e produ-t i" more than the pep"i produ-t" 4

The "horta!e of the "prit and lemon produ-t and -o2e produ-t li2e 7fanta.

lim-a thum"'up.8 !i;e the ad;anta!e to other -ompan/ to ta2e o;er the

mar2et be-au"e the pre"en-e of -u"tomer li2e who are not depend on

brand ma/ prefer an/ produ-t for there -on;enien-e4#%


69/78

There are "ome pla-e" where our "er;i-e" -ould not "ati"f/ the owner

and the de-rea"e in "ale" ha" to bear b/ the -ompan/4

Ma0or "-heme" promotion made b/ the -ompan/ li2e to bu/ one -rate

owner !et" a ad;anta!e of +? bottle" -ould ma2e a in-rea"e in "ale"

whi-h a-3uire" a !ood mar2et "hare 4

A" per retailer" inter;iew a -on-lu"ion -ould be ta2en that the

di"tribution "ometime" doe"n


70/78

Co-a'-ola tru-2" whi-h -ontain all the produ-t" "hould be rea-hed in mar2ed

before it" ri;al Pep"i4

A" I found durin! m/ "ummer trainin! the tru-2 dri;er" ha;e their ma0or role

in "ellin! of the produ-t "o here I want to "u!!e"t that their "hould an effi-ient

poli-ie" whi-h -an moti;ate the"e people" to "ale more D bein! with the

-ompan/ for lon! time4

Compan/ "hould pro;ide new banner" with -elebritie" in the mar2et D tr/ to

ad;erti"e more near b/ "-hool" and -olle!e"4

The -ompan/ "hould pro;ide repairin! of Refri!erator. paintin!. other thin!"

whi-h are u"ed for "ale" promotion4

The -ompan/ "hould tr/ to ad;erti"ement" of new "-heme" in all the re!ional

lan!ua!e new" paper"4

Redu-tion of !ap between the boardroom and on the field4

En"urin! better pri-e -omplian-e4

#etter -ommuni-ation between the di"tributor and the bottlin! plant4

$'


71/78

/'M'T%T'ON O- T)E T.DY

Time wa" the ma0or -on"traint" in inter;iewin! re3uired retailer"4

The "-ope of the "tud/ i" re"tri-ted onl/ to the ma0or area" of

&u-2now and doe" not in-lude the out"2irt"

Re"pon"i;e error '''' thi" ari"e" when re"pondent" are unwillin!

to li"ten or tal24

The information obtained from "e-ondar/ data ma/ not refle-t the

a-tual mar2et po"ition4

$1


72/78

e"pite the"e limitation" e;er/ po""ible effort wa" made to !et a repre"entati;e

re"ult4 Utmo"t -are wa" ta2en to minimie the error"4 So the re"ear-her belie;e"

that the "tud/ -an be implemented with !reat de!ree of dependen-/4

B'B/'O#%,)Y

Mar2etin! Re"ear-h'#/ C4R 6othari

www4-o-a-olaindia4-om

www4"oftdrin2a""o-iation44-om

www4!oo!le4-o4in

www4pep"i4-o4in

$2
http://www.pepsi.co.in/http://www.pepsi.co.in/


73/78

)'ND.T%N 0O0%90O0/%&td47$arana"i48

0hapter9@

$3


74/78

%NNE;.#E

Fuestionnaire -or The #etailer

5ello SirMa


75/78

(4" %Cailability of pro4ucts

F95 -rom which year are you sellin! 0oca90ola pro4uctsL

999999999999999999999999999999999999999999999999999999999999999999999999

F98 Do you fin4 any in4 of communication !ap while main! an

or4er with 0oca9cola as compare4 to ,epsicoL

(a" yes

(b" No

F9A %re you satisfie4 with the Carious 4istribution process of

0oca90olaL

(a" ?69766

(b" @69?6

(c" :69@6

(4" /ess than :6

F9: %re you satisfie4 with 4istribution of sparlin! ,ro4uctsL

(a" )i!hly satisfie4

(b" atisfie4

(c" Not satisfie4

$5


76/78

F9@ 1hich oft 4rin company offers !oo4 chemes for youL

(a" 0oca90ola

(b" ,epsico!f!f

F9= 1hat is the focus pac in your E&D outlets by

0onsumersL

(a" #B

(b" 0an

(c" ,ET

(4" Others

F9? %s per Guality & stan4ar43 which company is betterL

(a" 0oca90ola(b" ,epsico

F9> 1hich 0ompany is haCin! the best ales ,romotional

toolsL

(a" 0oca90ola

(b" ,epsico

F976 %re you happy with the returnin! process of the

,ro4uctsL

$#


77/78

(a" Yes (b" No

$$


78/78

#E-E#EN0E & B'B/'O#%,)Y

www$cocacola$com

www$timesofin4ia$comarticles

www$reuters$com

www$businessstan4ar4$com

Datamonitor (,ublishe4 NoCember 566?"

www$fle9news9foo4$combreCa!espa!eCiewer$aspL

pa!e>65:

www$pepsicoportal$com
http://www.cocacola.com/http://www.timesofindia.com/articleshttp://www.reuters.com/http://www.businessstandard.com/http://www.flex-news-food.com/brevages/pageviewer.aspx?page9025http://www.flex-news-food.com/brevages/pageviewer.aspx?page9025http://www.cocacola.com/http://www.timesofindia.com/articleshttp://www.reuters.com/http://www.businessstandard.com/http://www.flex-news-food.com/brevages/pageviewer.aspx?page9025http://www.flex-news-food.com/brevages/pageviewer.aspx?page9025

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Gaurav Sir Coke 2015