Coca-Cola India Pvt. Ltd.

JITENDRA SANGLE

Coca-Cola India Pvt. Ltd.

Coca-cola India Pvt. Ltd.

INTRODUCTION

Coca-Cola, the corporation nourishing the global community with the world’s largest selling soft

drink concentrates since 1886, returned to India in 1993 after a 16 year hiatus, giving new

thumbs up to the Indian soft drink market. In the same year, the Company took over ownership

of the nation’s top soft-drink brand and bottling network. It’s no wonder our brands have

assumed an iconic status in the minds of the world’s consumers.

The Coca-Cola Company is the world's largest beverage company, largest manufacturer,

distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is

one of the largest corporations in the United States. The company is best known for its flagship

product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola

formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola

Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more

than 400 brands in over 200 countries or territories and serves 1.6 billion servings each day.

The company operates a franchised distribution system dating from 1889 where The Coca-Cola

Company only produces syrup concentrate which is then sold to various bottlers throughout the

world who hold an exclusive territory.

The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE

and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell 1000 Growth Stock

Index. Its current chairman and CEO is Muhtar Kent.

JITENDRA SANGLE

Coca-Cola India Pvt. Ltd.

HISTORY

The Coca-Cola Company was originally established as the J. S. Pemberton Medicine Company,

a co-partnership between Dr. John Stith Pemberton and Ed Holland. The company was formed to

sell three main products: Pemberton's French Wine Cola (later known as Coca Cola),

Pemberton's Indian Queen Hair Dye, and Pemberton's Globe Flower Cough Syrup. In 1884, the

company became a stock company and the name was changed to Pemberton Chemical Company.

The new president was D. D. Doe while Ed Holland became the new Vice-President.Pemberton

stayed on as the superintendent. The company's factory was located at No. 107, Marietta St.

Three years later, the company was again changed to Pemberton Medicine Company, another co-

partnership, this time between Pemberton, A. O. Murphy, E. H. Blood worth, and J. C. Mayfield

Finally in October 1888, the company received a charter with an authorized capital of

$50,000.The charter became official on January 15, 1889. By this time, the company had

expanded its offerings to include Pemberton's Orange and Lemon Elixir.

FOCUS AREA:

Production:

Processes and methods employed in transformation of tangible inputs (raw materials, semi-

finished goods, or subassemblies) and intangible inputs (ideas, information, know how) into

goods or services. To study the production activity carried out in the plant.

TYPE OF PRODUCTION:

Mass production:

Mass production is the name given to the method of producing goods in large quantities at low

cost per unit. But mass production, although allowing lower prices, does not have to mean low-

quality production. Instead, mass-produced goods are standardized by means of precision-

manufactured, interchangeable parts. The mass production process itself is characterized by

mechanization to achieve high volume, elaborate organization of materials flow through various

stages of manufacturing, careful supervision of quality standards, and minute division of labour.

JITENDRA SANGLE

Coca-Cola India Pvt. Ltd.

To make it worthwhile, mass production requires mass consumption. Until relatively recent

times the only large-scale demand for standardized, uniform products came from military

organizations. The major experiments that eventually led to mass production were first

performed under the aegis of the military.

PLANT LAYOUT:

Efficient production depends on how well the machinery, production facilities and

employee amenities are placed and located in the plant. The adequacy of layout affects the

effectiveness of subsequent operations.

A good layout in a plant will ensure smooth and rapid movement of material from the

stage of raw material to the end product stage. The grouping of equipment and operations in a

factory for the greatest degree of efficiency is called Plant Layout. It can also be defined as the

location of machinery, tools and support system properly organized in a manufacturing facility

resulting in an efficient flow of product.

A good layout results in comforts, convenience, safety, efficiency, compactness and

profits. A poor layout results in congestion, waste, frustration and inefficiency.

FRANCHISED PRODUCTION MODEL

The actual production and distribution of Coca-Cola follows a franchising model. The

Coca-Cola Company only produces a syrup concentrate, which it sells to bottlers throughout the

world, who hold Coca-Cola franchises for one or more geographical areas. The bottlers produce

the final drink by mixing the syrup with filtered water and sweeteners, and then carbonate it

before putting it in cans and bottles, which the bottlers then sell and distribute to retail stores,

vending machines, restaurants and food service distributors.

The Coca-Cola Company owns minority shares in some of its largest franchises, like

Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company (CCHBC) and

Coca-Cola FEMSA, but fully independent bottlers produce almost half of the volume sold in the

world. Independent bottlers are allowed to sweeten the drink according to local tastes.

JITENDRA SANGLE

Coca-Cola India Pvt. Ltd.

The bottling plant in Skopje, Macedonia, received the 2009 award for "Best Bottling Company".

AUTOMATIC PET BLOW MOULDING MACHINE

SPSB Series of Two Stage PET Blow Moulding Machine

SHYAM PLASTIC MACHINERY manufactures

excellent quality Automatic PET Blow Moulding

Machines for PET bottle production. Our

Automatic PET Blow Moulding Machines have

wider wide-mouth capability, faster production

rates, and shorter changeover times. Also have

features such as preferential heating or heat-setting capability. Our Two stage Plastic PET

machines can make bottles from round to flat bottle styles. With our two stage Automatic PET

Blow Molding Machines you can produce various different shaped PET containers, such as

mineral water bottle, beverage bottle, cosmetics bottle, medicine bottle, pesticide bottle, edible

oil bottle, milk bottle, Juice bottle and many more types of Plastic PET Bottles.

Low labor consumption, high output, uniform bottle

quality, easy and safe operation, and short changeover

times make this system very efficient to operate, are the

main features of our plastic machine range to meet the

needs of various applications. It comes with one or two

cavities and makes bottles or jars up to 5L at rates

around 1200 bottles/hr. Controlled by PLC, the whole process from perform feeding to bottle

discharging is complete automatically, with advantages of labor saving.

JITENDRA SANGLE

Coca-Cola India Pvt. Ltd.

MARKETING

MARKETING RESEARCH-

Marketing research involves conducting research to support marketing activities, and the

statistical interpretation of data into information. This information is then used by managers to

plan marketing activities, gauge the nature of a firm's marketing environment and attain

information from suppliers. Marketing researchers use statistical methods such as quantitative

research, qualitative research, hypothesis tests, Chi-squared tests, linear regression, correlations,

frequency distributions, Poisson distributions, binomial distributions, etc. to interpret their

findings and convert data into information. The marketing research process spans a number of

stages including the definition of a problem, development of a research plan, collecting and

interpretation of data and disseminating information formally in form of a report. The task of

marketing research is to provide management with relevant, accurate, reliable, valid, and current

information.

FOUR P’s OF MARKETING-

A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which has

seen wide use. The four Ps concepts are explained in most marketing textbooks and classes.

Elements of the marketing mix are often referred to as 'the four Ps':

JITENDRA SANGLE

PriceProduct

PlacePromotion

MARKETING

Coca-Cola India Pvt. Ltd.

Product - A tangible object or an intangible service that is mass produced or

manufactured on a large scale with a specific volume of units. Intangible products are

service based like the tourism industry & the hotel industry or codes-based products like

cell phone load and credits. Typical examples of a mass produced tangible object are the

motor car and the disposable razor. A less obvious but ubiquitous mass produced service

is a computer operating system.

Price – The price is the amount a customer pays for the product. It is determined by a

number of factors including market share, competition, material costs, product identity

and the customer's perceived value of the product. The business may increase or decrease

the price of product if other stores have the same product.

Place – Place represents the location where a product can be purchased. It is often

referred to as the distribution channel. It can include any physical store as well as virtual

stores on the Internet.

Promotion - represents all of the communications that a marketer may use in the

marketplace. Promotion has four distinct elements - advertising, public relations, word of

mouth and point of sale. A certain amount of crossover occurs when promotion uses the

four principal elements together, which is common in film promotion. Advertising covers

any communication that is paid for, from cinema commercials, radio and Internet adverts

through print media and billboards. Public relations are where the communication is not

directly paid for and includes press releases, sponsorship deals, exhibitions, conferences,

seminars or trade fairs and events. Word of mouth is any apparently informal

communication about the product by ordinary individuals, satisfied customers or people

specifically engaged to create word of mouth momentum. Sales staff often plays an

important role in word of mouth and Public Relations.

Coca-Cola's advertising has significantly affected American culture, and it is frequently credited

with inventing the modern image of Santa Claus as an old man in a red-and-white suit. Although

the company did start using the red-and-white Santa image in the 1930s, with its winter Coca-

JITENDRA SANGLE

Coca-Cola India Pvt. Ltd.

Cola was not even the first soft drink company to use the modern image of Santa Claus in its

advertising: White Rock Beverages used Santa in advertisements for its ginger ale in 1923, after

first using him to sell mineral water in 1915.

Before Santa Claus, Coca-Cola relied on images of smartly-dressed young women to sell

its beverages. Coca-Cola's first such advertisement appeared in 1895, featuring the young

Bostonian actress Hilda Clark as its spokeswoman.

1941 saw the first use of the nickname "Coke" as an official trademark for the

product, with a series of advertisements informing consumers that "Coke means Coca-Cola".

In 1971, a song from a Coca-Cola commercial called "I'd like to teach the World

to sing," produced by Billy Davis, became a hit single.

Coke's advertising is pervasive, as one of Woodruff's stated goals was to ensure

that everyone on Earth drank Coca-Cola as their preferred beverage. This is especially true in

southern areas of the United States, such as Atlanta, where Coke was born.

Coca-Cola Sales Booth on the Cape Verde Island of FogoiIn 2004. (Title of above picture)

Some of the memorable Coca-Cola television commercials between 1960 through 1986

were written and produced by former Atlanta radio veteran Don Naylor (WGST 1936–1950,

WAGA 1951–1959) during his career as a producer for the McCann Erickson advertising

agency. Many of these early television commercials for Coca-Cola featured movie stars, sports

heroes and popular singers.

During the 1980s, Pepsi-Cola ran a series of television advertisements showing

people participating in taste tests demonstrating that, according to the commercials, "fifty percent

of the participants who said they preferred Coke actually chose the Pepsi." Statisticians were

JITENDRA SANGLE

Coca-Cola India Pvt. Ltd.

quick to point out the problematic nature of a 50/50 result: most likely, all the taste tests really

showed was that in blind tests, most people simply cannot tell the difference between Pepsi and

Coke. Coca-Cola ran ads to combat Pepsi's ads in an incident sometimes referred to as the cola

wars; one of Coke's ads compared the so-called Pepsi challenge to two chimpanzees deciding

which tennis ball was furrier. Thereafter, Coca-Cola regained its leadership in the market.

Selena was a spokesperson for Coca-Cola from 1989 till the time of her death. She filmed

three commercials for the company. In 1994, to commemorate her five years with the company,

Coca-Cola issued special Selena coke bottles.

The Coca-Cola Company purchased Columbia Pictures in 1982, and began inserting

Coke-product images in many of its films. After a few early successes during Coca-Cola's

ownership, Columbia began to under-perform, and the studio was sold to Sony in 1989.

Coca-Cola has gone through a number of different advertising slogans in its long

history, including "The pause that refreshes," "I'd like to buy the world a Coke," and "Coke is it"

(see Coca-Cola slogans).

In 2006, Coca-Cola introduced My Coke Rewards, a customer loyalty campaign

where consumers earn points by entering codes from specially-marked packages of Coca-Cola

products into a website. These points can be redeemed for various prizes or sweepstakes entries.

Keith Law, a producer and writer of commercials for Belfast City Beat,

was not convinced by Coca-Cola's reintroduction of the advertisement in 2007, saying that "I

don't think there's anything Christmassy about HGVs and the commercial is too generic."

In 2001, singer Melanie Thornton recorded the campaign's advertising jingle as a

single, Wonderful Dream (Holidays are Coming), which entered the pop-music charts in

Germany at no. 9. In 2005, Coca-Cola expanded the advertising campaign to radio, employing

several variations of the jingle.

Sports sponsorship

JITENDRA SANGLE

Coca-Cola India Pvt. Ltd.

Special aluminum bottle designs, designed exclusively for the Vancouver 2010 Olympic Winter

Games Torch Relay. Available in Canada.

Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928 games in

Amsterdam, and has been an Olympics sponsor ever since. This corporate sponsorship included

the 1996 Summer Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight its

hometown. Most recently, Coca-Cola has released localized commercials for the 2010 Olympics

in Vancouver; one Canadian commercial referred to Canada's hockey heritage and was modified

after Canada won the gold medal game on February 28, 2010 by changing the ending line of the

commercial to say "Now they know whose game they're playing"

Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other competitions

organized by FIFA. In fact, one FIFA tournament trophy, the FIFA World Youth Championship

from Tunisia in 1977 to Malaysia in 1997, was called "FIFA  — Coca Cola Cup".] In addition,

Coca-Cola sponsors the annual Coca-Cola 600 and Coke Zero 400 for the NASCAR Sprint Cup

Series at Charlotte Motor Speedway in Concord, North Carolina and Daytona International

Speedway in Daytona, Florida. Coca-Cola has a long history of sports marketing relationships,

which over the years have included Major League Baseball, the National Football League,

National Basketball Association and the National Hockey League, as well as with many teams

within those leagues. Coca-Cola is the official soft drink of many collegiate football teams

throughout the nation.

Coca-Cola was one of the official sponsors of the 1996 Cricket World Cup held on the

Indian subcontinent. Coca Cola is also one of the associate sponsor of Delhi Daredevils in Indian

Premier League.

In England, Coca-Cola is the main sponsor of The Football League, a name given to the

three professional divisions below the Premier League in football (soccer). It is also responsible

for the renaming of these divisions — until the advent of Coca-Cola sponsorship, they were

referred to as Divisions One, Two and Three. Since 2004, the divisions have been known as The

Championship (equiv. of Division 1), League One (equiv. of Div. 2) and League 2 (equiv. of

Division 3). This renaming has caused unrest amongst some fans, which see it as farcical that the

JITENDRA SANGLE

Coca-Cola India Pvt. Ltd.

third tier of English Football is now called "League One." In 2005, Coca-Cola launched a

competition for the 72 clubs of the football league — it was called "Win a Player". This allowed

fans to place 1 vote per day for their beloved club, with 1 entry being chosen at random earning

£250,000 for the club; this was repeated in 2006. The "Win a Player" competition was very

controversial, as at the end of the 2 competitions, Leeds United AFC had the most votes by more

than double, yet they did not win any money to spend on a new player for the club. In 2007, the

competition changed to "Buy a Player". This competition allowed fans to buy a bottle of Coca-

Cola Zero or Coca-Cola and submit the code on the wrapper on the Coca-Cola website

{www.coca-colafootball.co.uk}. This code could then earn anything from 50p to £100,000 for a

club of their choice. This competition was favored over the old "Win a Player" competition, as it

allowed all clubs to win some money.

Brand portfolio

Name Launched Discontinued Notes Picture

Coca-Cola 1886 The original version of Coca-Cola.

Caffeine-Free Coca-Cola

1983

Coca-Cola Cherry

1985 Was available in Canada starting in 1996. Called "Cherry Coca-Cola (Cherry Coke)"

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Coca-Cola India Pvt. Ltd.

in North America until 2006. Zero-calorie variant (Coca-Cola Cherry Zero) also currently available.

New Coke/"Coca-Cola II"

1985 2002 Still available in Yap and American Samoa

Coca-Cola with Lemon

2001 2005

Still available in:

American Samoa, Austria, Belgium, Brazil, China, Denmark, Federation of Bosnia and Herzegovina, Finland, France, Germany, Hong Kong, Iceland, Korea, Luxembourg, Macau, Malaysia, Mongolia, Netherlands, Norway, Reunion, Singapore, Spain, Switzerland, Taiwan, Tunisia, United Kingdom, United States, and West Bank

Coca-Cola Vanilla

2002 2005

Still available in:

Austria, Australia, China, Germany, Hong Kong, New Zealand (600ml only) Malaysia, Sweden (Imported) and Russia. Was called "Vanilla Coca-Cola (Vanilla Coke)" during initial U.S. availability.

2007It was reintroduced in June 2007 by popular demand

Coca-Cola C2 2003 2007Was only available in Japan, Canada, and the United States.

Coca-Cola with Lime

2005Available in Belgium, Netherlands, Singapore, Canada, and the United States.

Coca-Cola Raspberry

June 2005 End of 2005 Was only available in New Zealand.

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Coca-Cola India Pvt. Ltd.

Coca-Cola Zero

2005

Coca-Cola M5 2005Only available in Federation of Bosnia and Herzegovina, Germany, Italy, Spain, Mexico and Brazil

Coca-Cola Black Cherry Vanilla

2006Middle of

2007Was replaced by Vanilla Coke in June 2007

Coca-Cola Blāk

2006Beginning of

2008

Only available in the United States, France, Canada, Czech Republic, Slovak Republic, Federation of Bosnia and Herzegovina, Bulgaria and Lithuania

Coca-Cola Citra

2006Only available in Federation of Bosnia and Herzegovina, New Zealand and Japan.

Coca-Cola Light Sango

2006 Only available in France and Belgium.

Coca-Cola Orange

2007Only available in the United Kingdom and Gibraltar

LOGO DESIGN:

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Coca-Cola India Pvt. Ltd.

U.S. containers, as of 2008, Sizes vary from 8 US fl oz (240 ml) to 2 L (68 US fl oz), shown in cans

and glass and plastic bottles. The famous Coca-Cola

logo was created by John Pemberton's bookkeeper, Frank Mason Robinson, in 1885. Robinson came up

with the name and chose the logo's distinctive cursive script. The typeface used, known as Spenserian

script, was developed in the mid 19th century and was the dominant form of formal handwriting in the

United States during that period.

Robinson also played a significant role in early Coca-Cola advertising. His promotional

suggestions to Pemberton included giving away thousands of free drink coupons and plastering the city

of Atlanta with publicity banners and streetcar signs

OBSERVATION

Facts about Coca-Cola

In 1995, Coca – Cola Company came to India.

In 1996, PV and Can production starts in Pune.

RGB( Returnable Glass Bottles) are supplied to Pune and South

Maharashtra.

“Cans” are supplied to Goa and Pune.

“PV” line produces 200 bottles per minute.

“Can” line produces 1100 bottles per minute.

“RGB” line produces 600 bottles per minute.

Ingredients

Carbonated water

Sugar (sucrose or high-fructose corn syrup depending on country of origin)

Caffeine

Phosphoric acid v. Caramel (E150d)

Natural flavorings

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Coca-Cola India Pvt. Ltd.

Process

Water treatment is done. It is basic in nature.

Direct water is used for carbonate soda. Hardness of water have to remove for making

carbonate soda.

Bleaching powder, sulphurate, lime is used. They are then filtered through soda filter and

followed by carbon filter.

Water is passed through carbon tower (micron).There are 10, 5 and 8.

Cane sugar and water are added to make syrup. Sugar comes from co-operative mills.

Remaining bottles are sent to the bottle – washer.

Bottles are then subjected to caustic soda at 75 degree Celsius.

Bottles should be cleaned so that the bottles contain fewer bacteria.

PT is in 119 to 150 degree Celsius and in it heavy air pressure is blown in size PET

bottle.

101% aluminium can are imported from outside. They are packed one above the other.

Aluminium cans are 99.99% purified.

Waste – water consists of 30% good water and recycled and used in washing crates.

CONCLUSION

Coca-Cola the “Big Red” of the soft drink industry is one of the

biggest companies having the largest ‘war chest’ of Advertisement budget. Take it

sports, take it any prime time television show or any feature film.

But contrary to the myth, that sale of the particular brand is linked

with its advertisement expenditure; it is actually linked with the factor called

“SHELF VISIBLITY”.

This is exactly what Coca-Cola India Pvt. Ltd. is doing. It has

virtually captured the ‘shelf’ and ‘racks’ of every possible retailer & sales outlet.

Something that its parent company is already a “PRO” in it.

JITENDRA SANGLE