Effective Use of DAS for Development of Business

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Summer Internship ProjectOn

Effective use of DAS for the development ofBusiness

In

Hindustan Coca-Cola Beverages Pvt. Ltd., Patna

By

VIKASH NISHAD

PGDM (2010-12)

Reg. No-ASBM/HYD/PGDM/2010-12/12

UNDER THE GUIDANCE OF

COMPANY GUIDE FACULTY GUIDEMr. Subhrata Acharya Prof. R. Satish Kumar

Area Sales Manager Senior Lecturer (MKT.)

HCCBPL, Patna ASBM, Hyderabad (AP)

ASIAN SCHOOL OF BUSINESS MANAGEMENT,

1VIKASH NISHADASBM/HYD/PGDM/2010-12/12


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Shiksha Vihar, Jagganguda, Shameerpet, Hyderabad-500078 (A.P)

CERTIFICATE FROM the FACULTY GUIDE

This is to certify that the Summer Internship project entitledEffective use of DAS for the development of

Business

Submitted in compliance with the degree course by Asian

School of Business Management, Hyderabad is originally the

work of Mr. Vikash Nishad (PGDM/HYD/2010-12/12). Allfacts reported by the candidate have been done under my

guidance and supervision. The source and reference

wherever used have been duly acknowledged.

Prof. R. Satish Kumar

Asian School of Business Management, Hyderabad

Andhra Pradesh



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Declaration

I VIKASH NISHAD a student of ASIAN SCHOOL OF BUSINESS

MAMAGEMENT HYDERABAD, ASBM/HYD/PGDM/2010-12/12,do

hereby declare that this Summer Internship Project (SIP) submitted by

me is solely mine and has not been submitted to any other university or

organization or published before.

Mr. Vikash NishadPGPM/HYD/2010-12/12

Asian School of Business Management,Hyderabad (A.P)



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Acknowledgement

We think if any of us honestly reflects on who we are, how we got here, what we think we might

do well, and so forth, we discover a debt to others that spans written history. The work of some

unknown person makes our life easier every day. We believe its appropriate to acknowledge all

of these unknown persons; but it is also necessary to acknowledge those people we know have

directly shaped our lives and our work.

Writing this and expressing my gratitude to all those who assisted me during my training in no

words can decrease their importance or pay for what I have achieved from this. First of all, I

would like to thank Hindustan Coca-cola Beverage Pvt. Ltd. for giving me such an opportunity

to do this project in the organization.

I would like to thank to Mr. Subhrato Acharya (Area Sales manager) Project Guide, and Mr.

Arvind Chaudhary ()Sub Guide for providing his valuable time and support and timely

guidance that helped me in completing this project successfully.

I convey my special thanks to my Faculty Guide Prof.R. Satish Kumar for his guidance during

my project work and also the way he guided me, it made the actual complexities of the world a

lot easier to handle.

Last but not the least I would like to thank all the STL (Sales Team Leader) who helped me insuccessfully completing the project and the respondents who have given me their valuable time

in answering my all questions without any hesitation.

VIKASH NISHAD

Reg. No-ASBM/HYD/PGDM/2010-12/12Asian School of Business Management, Hyderabad (A.P)



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Executive Summary

It was my pleasure to work with Hindustan Coca-Cola Beverage Pvt. Ltd.(Patna). My project

entitled Effective use of DAS for development of business was carried for a period of 6 weeks.

This project helped me a lot in knowing the Distribution System of Coca-Cola in Patna. This

project also gave me enough scope to implement my analytical and managerial ability. In my

organization I was under the guidance of Mr. Subhrata Acharya (Area Sales Manager), of Patna

metro. He helped me a lot in guiding all these things. He gave me the responsibility to check

details about the retail outlets at the distributor points that whether they are entered in the DAS

system correctly, without repetition and whether these outlets are mapped with their own

distributors so that the distribution of the coca-cola products can go on smoothly and without any

hurdles. This system also helps the company to know about the right bill-cuts that whether the

bills given to the retailers are SKU wise or not. Even if any company has a wide range of product

line but its distribution system is not proper i.e. has some defects/flaws in it then it will affect the

whole business thereby affecting in the profit of the company. So, to know the flaws, this

research has been done.

This project as a whole can be divided into two parts:-

1. From the first part of the project I came to know about the DAS system and how an outlet

is checked that whether it is active or inactive, in which area it lies and under which

distributor. I have also learnt from the DAS system of the company that whether it is

helpful in delivering the demanded goods to the outlets regularly and on time and

maintaining these records.

2. The second part of the projects consists of data and there analysis collected through a

survey done on 50 respondents. The survey was done with the help of questionnaires. The

data has been well analyzed and interpreted with the help of graphs and table.



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Contents


Particulars Page No

Certificate from the Corporate Guide

Certificate from the Faculty Guide

Declaration by the student

Acknowledgement

Executive Summary

CHAPTER 1- Introduction

1.1 Background of the study1.2 Need of the Study1.3 Objectives

1.4 Section details

1-3

CHAPTER 2- Research Methodology

2.1 Research Design2.2 Sampling Design2.3 Source & Types of Data

2.4Methods of Data Analysis2.5 Constraints of the Study

4-6

CHAPTER 3- Organizational Profile

3.1 History3.2 Vision and Mission3.3 Products3.4 Manufacturing Process at HCCBPL3.5 Market Position3.6 competitors3.7 Organizational Hierarchy

7-28

CHAPTER 4- Analysis and Discussion29-37

CHAPTER 5 Summary and Conclusion 38

Bibliography 39

Annexure 40


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Chapter 1IntroductionBackground of the study

D.A.S (Distributor Automation System)

D.A.S is a unique system which is adopted by coca-cola in worldwide for sustainable

growth in beverages business.

A transaction system that kept all sales movement accessible. A DAS system has been used

in several FMCG companies in India. At Coca-Cola, it was tailored to meet specific

requirements that included 'centralized masters' and a day-end transaction summary for

MIS analysis. The objectives of the software were to provide complete transparency and

control to distribution operations, while adding value to certain marketing operations).

I.e. Distributors Automation System is a package launched by Coca-Cola to develop the

business more effectively. This package is completely computer software which helps in

business tracking i.e. it keeps a track on the dealers and their outlets which comes under the

GCC_ID (Global Customer Code). GCC_ID is a unique code given to the outlets by the

company. With the help of GCC_ID, it is easier for the company to MAP the outlets with their

dealers/distributors. It is also easier for the company to track each outlet. With the help of GCC

code, company get the each and every information of the outlets like its location, phone number,

its distributer name, its VPO class, type of channel it is following, etc. It also helps in checking

the regular bill cuts of the outlets. This bill cut helps in knowing the amount of goods purchased

by the outlets which further helps in knowing the companys total sales.

ADVANTAGES-

1. Systematic operation of all the transaction.



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2. The overall sales record can be detected at one glance.

3. One can find the number of dumping outlet in one whole day.

4. Order can be automatically generated by this SYSTEM.

5. No fear of fraud from distributor side.

DISADVANTAGES-

1. Required highly educated Salesman and employee to understand the

system.

2. Based on PRE-ORDER sale. Whereas coca-cola survive in market on

both the strategy i.e. TWO-WAY (ready with stock in market) marketing

and ONE-WAY marketing.

Need /Rationale of the study

Today, it is very important for any company to know about its distribution system so that this

system can be improved i.e. updated at a regular time interval. This will help the company in

order to maintain the effectiveness of this system in the growth of business. Previously every

transaction of the company is maintained manually but after the introduction of DAS system it is

maintained through computers. Since it is an old saying that not everything is 100 percent perfect

so is this system. As I had discussed earlier that this system maps the outlet with its distributors

but due to some flaws or error some of the outlets are wrongly mapped with the other

distributors, some are mentioned again i.e. repeated in DAS with double GCC_ID, some closed

and inactive outlets are mentioned as the active ones in DAS systems. Due to these errors, it is



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difficult to analyze and track the business. So, this study is done in order to find out these

flaws/errors and tracking down the business scientifically to find out the opportunity areas.

Objectives

General objective:-

General objective of DAS is bringing information, control and transparency across the value

chain and system.

Specific Objective:-

To check in GCC outlet dump (here dump refers to the list of outlets).

MAP the wrongly mapped outlets with correct Distributors.

Identify the flaws and errors and close the inactive and repeated/duplicate outlets.

To find out the new outlets.



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Chapter 2

Research MethodologyIntroduction

Objective of the Research Methodology is to fill the gap between the theoretical and the practical

aspect of the marketing management and it may be understood as a science of studying how

research done scientifically. This chapter deals with the various tools and techniques used while

conducting the research.

Research DesignA research Design is the arrangement of condition for collection and analysis of data in a manner

that aims to combine relevance to the research purpose with economic in procedure. In this

research researcher took Exploratory and Descriptive Research design.

Exploratory



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The main purpose for taking the exploratory research design is that of formulating a problem for

more precise investigation .Studies must be flexible enough to provide opportunity for

considering different accepts of a problem under study.

Descriptive

In this research researcher has to take Descriptive also because there is a need of describing the

characteristics of a particular individual, or of a group, whereas diagnostic research studies.

HYPOTHESIS

A hypothesis is a proposition, condition or principle which is assumed, perhaps without belief, in

order to draw logical consequences by this method to test its accord with facts which are known

or may be determined. Hypothesis testing means to know whether the hypothesis based on the

data collected is valid or not. The main object of hypothesis testing is whether to accept the null

hypothesis. Procedure for hypothesis testing deals with steps on the basis of which a hypothesis

is either rejected or accepted.

The hypothesis of the study is: -

Factors like regular entry in the DAS system, fulfillment of the order, SKU wise bills, stock of

goods and mapping of outlets in DAS is not so much effective in business.

Research Tools

In this research researcher used questionnaires as the research tools. The questionnaire was

structured questionnaires in which there was definite, concrete and pre determined questions.

Sampling Design

For survey Researcher followed sample survey method. And for marketing development,

researcher tried to cover as many distributors, MDs (Market Developers) and retailers as possible

and according to data provided to the researcher.

Sampling

In this study researcher using Probability Sampling, Probability Sampling ensure the law of

statistical Regularity which states that if on an average the sample chosen is random one.

Sample Size



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In this research I had taken 50 respondents out of which 8 were distributors, 12 were MDs and 30

were retailers from different areas of the universe Patna.

Source and type of data

The list of distributors and the list of retailers in the area of respective distributors are collected

from the IS (Information System) department of the organization. The data were collected from

primary Sources through questionnaires. The questions were both closed Ended and open

ended.

In this research I used qualitative research because I have to check the effectiveness of the DAS

in the growth of the business. And for this qualitative research fits the best. I have to research on

whether the DAS is helpful for the distributors and MDs in tracking the retail outlets. But

somehow quantitative research is also applicable for measuring the quantity/amount of the stock

and the frequency of the entry.

Analysis and Interpretation

The data collected would be analyzed through using appropriate statistical tools with the help of

computer based statistical software package.

SPSS

MS Excel

Bar Graphs and Pie Charts

Frequencies, Cross tabulation and inter comparison was done to interpret the data.

Constraints of the study

The data collected is totally dependent on respondents views, 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.

The sample size is small and it may not actually represent the whole population.

There is limited time available each day and lot of tasks have to be completed in a day

like preparing reports, conducting surveys, spend time at the office to gain knowledge.



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Chapter 3Organizational Profile

HISTORY

The history of worlds largest beverage company begins more than a century ago. On May 8,

1886 was a particular day when the worlds largest favorite soft drink was made by the

pharmacist Dr. John Stith Pemberton.This formula which was made from carbonated water, cane

sugar syrup, caffeine, extracts of cola nuts, and cola leaves was brought to the nearby Jacobs

pharmacy where it made its debut as a soft drink the same day, selling for only 5 cent. Dr.

Pembertons partner and book keeper Frank M. Robinson suggested the name Coca Cola for soft

drink.

After the demise of Pemberton in the year of 1888, an Atlanta druggist and businessman Mr.

Candler purchased the outstanding share of Coca Cola and in 1891 he invested $2300 and

acquired complete control. The trademark Coca Cola first registered in the United States patents



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office on January 31, 1893. In 1984 the company opened its first syrup manufacturing plant in

DALLAS, TAXAS. In 1894 merchant Joseph A Biedenharn of Vicksburg, Mississippi become

the first bottler of Coca Cola. It has previously been sold only at Soda Fountain. By 1895 the

drink was sold in all U.S.States and territories.

In 1899 large scale bottling began when Benjamin F.Thomas and Joseph B Whitehead of

Chattanooga, Tennessee secured from Candler for $1, exclusive right to bottle and sale Coca

Cola nearly everywhere in United States. In 1919 the Candler family sold Coca Cola to Atlanta

banker Ernest Woodruff. Four years hence Robert Woodruff was elected as president of the Coca

Cola Company.

In 1960 the Coca Cola Company purchased the minute Maid Corp. producer of fruit juices and

began offering Coke in Cans. Between 1960 and 1963 it also launched four new soft drink in the

United States: Fanta, an orange soda; Sprite, a lemon lime soda; Diet Cola: diet grapefruit-

flavored soda. In 1964 the company acquired the Duncan Food Corp. In 1967, it created the Coca

Cola foods division by merging its Duncan and Minute Maid operations. In 1977 Coca Cola

began packaging Coke and other drinks in two liter plastic bottles. In 1982 the company

introduced Diet Coke, which soon becomes the best selling diet soft drink in the world. Also in

1982, Coca Cola purchased the motion picture company, Columbia pictyre industries, also

known as Tri star pictures, for almost $700 million. Two year later the company sold off itsColumbia holdings and other media acquisitions to Sony Corporation for over $1.5 billion. In

1986 the coca Cola company consolidated all its no franchised U.S. bottling operating as Coca

Cola Enterprise, Inc. The new company began acquiring independent bottling companies, a

venture that grew into the worlds largest bottle of soft drinks by 1988, while Coca Cola

Enterprise distributes over half of all coca Cola products in the United States, small franchises

businesses continue to bottle Can and distribute the companys drink worldwide. In 1987 the

Coca Cola Company was fisted in the prestigious Dow Jones Industrial Average index of stock

market performance. Its stock is traded on the New York stock Exchange.Now a day the Coca

Cola Company offers nearly 400 brands in over 200 countries besides its namesake coca Cola

beverage.



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THE COCA COLA COMPANY IN INDIA

The Coca Cola Company entered India in early 1950s. It set up four bottling plants at Bombay,

Calcutta, Kanpur and Delhi.

In 1950 as there were negligible companies in Indian market the company established its

business more easily. By the end of 1977 Coca Cola had captured more than 45% of market

share in India. Then Coca Cola left India following public disputes over share holding structure

and import permit. As per FERA REGULATION the company was required to India close

operation by May 5, 1978 yet strongly enough the companys operation come to end in July

1977.

Coca Cola (the world most favorite soft drink) returned to India after a16 year absence on

October 26th 1993 with its launch in Hathars near Agra home of the famous TAJ MAHAL. An

agreement in March 1993 with the Parle group gave the company instant ownership of the

nations top soft drinks, with access to Parle, s 53 plant bottling network and base for the rapid

introduction of the companys international brands. The network remains Indias largest soft

drink bottling and distribution infrastructure reaching out in Indian consumers through a universe

of more than 300000 retail outlets spread across the country. The business system of the

company in India directly employs approximately 6000 people and indirectly creates

employment for many more in related industries through vast procurement, supply and

distribution system. The vast Indian operations comprise 24 company-owned bottling operations

and 25 franchisee-owned bottling operations.

HINDUSTAN COCA COLA BEVERAGE PVT. LTD

In the network of the Coca Cola system, Coca Cola has either of two bottling operations for the

company.

1. COBO (company owned & bottling operation)

2. FOBO (franchise owned & operated bottling operation)



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After 1993, when Coca Cola re-enters India market, done a lot of changes in existing system of

soft drink market prevailing in India, by acquiring the major brands and the bottling operations

from Parle and after this company founded some of its own bottling operation in India.

In year 1997, company did a major investment of $700 million in India by purchasing other

bottling operations, all around India and introduces new technology in them. These bottling

plants are called company owned and operation bottling operation. Company has full ownership

and operational right for these types of operations. The other type of bottling operation for the

company are called franchise owned and operated bottling operation, to these, the company has

given the right to produce the product for the company and to supply with the territory assigned

by the company. Company has no ownership or operational right/ control over these. In India

Company have 24 COBO and 25 FOBO operations for the production and control of the whole

operation in India. These are divided in to various zones. Hindustan Coca Cola Beverage Pvt. Ltd

first established plant in Hathras in India, second largest plant in Dasna, and largest one is in

Bangalore. Coca Cola buys a number of bottlers in India. Integration of all bottling units into one

Indian company bottler, Hindustan Coca Cola Beverages Private Limited (HCCBPL) comes into

its existence in 1997-1999. In July 2005 HCCBPL becomes a separate bottling entity reporting in

bottling investment group (BIG), Atlanta.One Plant of Hindustan coca -cola Beverage pvt. Ltd.

Is located at Patliputra industrial area, Patna. It is spread over an area of 1.75 acres of land. The

plant was set up & Commissioned in the year of 1973.The product of plant are soft

drinks - Coca cola, Thums -Up, Limca, sprite, maaza, Kinley Club Soda, etc. the capacity of

plant is 400 Bottles / minute .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 relationship between Coca-Cola

bottlers, customers and communities are the foundation on which the entire business grows.

Mission

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company

and serves as the standard against which we weigh our actions and decisions.



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To refresh the world...

To inspire moments of optimism and happiness...

To create value and make a difference.

Vision

Our vision serves as the framework for our Roadmap and guides every aspect of our business by

describing what we need to accomplish in order to continue achieving sustainable, quality

growth.

People: Be a great place to work where people are inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and

satisfy people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create

mutual, enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support

sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall

responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.



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FIGURE : VISION FOR SUSTAINABLE GROWTH

Awards won

Coca Cola India was awarded the prestigious 2008 Golden Peacock award for corporate social

responsibility on February 15, during a global conference in Vilamoura, Portugal.

Products

The Coca-Cola Company offers a wide range of products to the customers including beverages,

fruit juices and bottled mineral water. The Company is always looking to innovate and come up

with, either complete new products or new ways to bottle or pack the existing drinks. The Coca-

Cola Company has a wide range of products out of which the following products are marketed by

HCCBPL:

In the Cola Section:



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In the Lemon section:

In the Orange section:

In the Juice section:



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In the Soda Water and Bottled Mineral Water section:

COKE:

The worlds favorite drink. The worlds most valuable brand. The most recognizable word

across the world after OK.

Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the

flagship brand of the largest manufacturer, marketer and distributor of non- alcoholic beverages

in the world. In India, Coca-Cola was the leading soft drink till 1977 when govt. policies

necessitated its departure. Coca-Cola made its return to the country in 1993 and made

significant investments to ensure that the beverage is available to more and more people, even

in the remote and inaccessible parts of the nation. Coca-Cola returned to India in 1993 and over

the past ten years has captured the imagination of the nation, building strong associations with

cricket, the thriving cinema industry, music etc. Coca-Cola has been very strongly associated

with cricket, sponsoring the World Cup in 1996 and various other tournaments, including the

Coca-Cola Cup in Sharjah in the late nineties. Coca-Colas advertising campaigns Jo Chaho

Ho Jaye and Life Ho To Aisi were very popular and had entered the youths vocabulary. In2002, Coca-Cola launched the campaign Thanda Matlab Coca-Cola which sky-rocketed the

brand to make it Indias favorite soft-drink brand. In 2003, Coke was available for just Rs.5

across the country and this pricing initiative together with improved distribution ensured that all

brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various celebrities

including movie stars such as Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly,



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southern celebrities Vijay in the past and today, its brand ambassadors are Aamir Khan,Hrithik

Roshan,Aishwarya Rai, Vivek Oberoi and cricketerVirendra Sehwag.

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 man from the boys.

FANTA:

Internationally, Fanta The orange drink of The Coca-Cola Company, is seen as one of the

favorite drinks since 1940s. Fanta entered the Indian market in the year 1993. Over the years

Fanta has occupied a strong market place and is identified as The Fun Catalyst. Perceived as

a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not

just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment.

This positive imagery is associated with happy, cheerful and special times with friends.



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LIMCA:

Lime n Lemoni Limca, the drink that can cast a tangy refreshing spell on anyone, anywhere.

Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3

decades. The brand has been displaying healthy volume growths year on year and Limca

continues to be the leading flavours soft drink in the country. The sharp fizz and lemoni bite

combined with the single minded positioning of the brand as the ultimate refresher has

continuously strengthened the brand franchise. Limca energizes refreshes and transforms. Dive

into the zingy refreshment of Limca and walk away a new person

SPRITE:

Worldwide Sprite is ranked as the No.4 soft drink and sold in more than 190 countries. In

India, Sprite was launched in year1999 and today it has grown to be one of the fastest growing

soft drinks, leading the clear lime category. Today Sprite is perceived as a youth icon. Why?

With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude.Its clear crisp refresh hinge taste encourages the todays youth to trust their instincts, influence

them to be true to who they are and to obey their thirst.



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MAAZA:

Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices

and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India.

Maaza currently dominates the fruit drink category. Over the years, brand Maaza has become

synonymous with Mango. This has been the result of such successful campaigns like Taaza

Mango, Maaza Mango and Botel Mein Aam, Maaza hai Naam. Consumers regard

Maaza as wholesome, natural, fun drink which delivers the real experience of fruit. The current

advertising of Maaza positions is as an enabler of fun friendship moments between moms and

kids as moms trust the brand and the kids love its taste. The campaign builds on the existingequity of the brand and delivers a relevant emotional benefit to the moms rightly captured in the

tagline Yaari Dosti Taaza Maaza.

KINLEY:

Water a thirst quencher that refreshes, a life giving force that washes all the toxins away. A

ritual purifier that cleanses, purifies, transforms. Water the most basic need of life, the very

sustenance of life, a celebration of life itself. The importance of water can never be understated.

Particularly in a nation such as India where water governs the lives of the millions, be it as part

of everyday rituals or as the monsoon which gives life to the subcontinent. Kinley waterunderstands the importance and value of this life giving force. Kinley water thus promises water

that is as pure as it is meant to be. Water you can trust to be truly safe and pure. Kinley water

comes with the assurance of safety from the Coca-Cola Company. That is why company

introduced Kinley with reverse-osmosis along with the latest technology to ensure the purity of

the product. Thats why Coca-Cola goes through rigorous testing procedures at each and every



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location where Kinley is produced. Because they believe that right to pure, safe drinking water

is fundamental. A universal need, which cannot be left to chance.

MANUFACTURING PROCESS AT HCCBPL

ABOUT BOTTLING

Coca-Cola is the most recognized trade mark and one of the largest non alcoholic beverages

company. It is a ten step process to learn how their beverages are made.

Ingredient delivery:

Sweetener

Team of professionals, work on selecting, auditing, sampling, testing, approving and then

authorizing the sugar suppliers and the list of such authorized suppliers with approved sugar

lots and along with the certificate of analysis are sent across to all the bottling unit for

procurement.

SecretFormula

Created in special concentrate plants, it's delivered, held and used under strict controls to

maintain its integrity and security. Each unit of concentrate is especially identifiable to allow

the "history" of each component to be researched at any stage of production, storage or use.

CO2Formula



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when delivered to the plant, carbon dioxide, or CO2, comes in cylinders for easy delivery and

storage. But what is it? In essence, it's a colorless and odorless gas that provides the "fizz" for

our beverages. But it's also a by-product of our breathing and used by plants and trees to

produce

Watersince water is a key component to all our beverages, its quality is critical. And, since public

water quality varies around the world, each plant further treats the water it uses. This means that

before water is added to any of our beverages; it's rigorously filtered and cleansed. We then

continuously sample the water to ensure it meet our standards.

Materials

Ingredients are not the only things delivered to the plant. Other materials such as bottles, cans,

labels and packaging are also delivered. Our plants in India use refillable bottles, CANS, PET

etc. in the Production Process, when bottles and cans are delivered to the plant; they are

carefully inspected to ensure that they meet our exacting standards. Once these have passed

initial inspection, they move on to be washed and/or rinsed.

Washing and Rinsing:

To ensure quality, each bottle is washed, sanitized and rinsed before being filled. While this

sounds simple, the actual steps can differ by bottling plant. In India, our plants use refillable



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glass, cans or PET bottles. To ensure they meet our cleanliness standard, bottles are first hit

with Perrine jets which remove any dirt or debris. They are then soaked in a high-temperature

deep cleaning solution that removes any remaining dirt and sanitizes them. The bottles then

move to the "hydro wash" where they are washed again with a deep cleaning pressure-spray.

Mixing and Blending:

H2O and Sugar

Mixing and blending begin with the steps of mixing pure water with refined sugar, whichcreates simple syrup. The syrup is then measured for the correct amount of sugar.

Secret Formula

Our secret formula is... still secret! That's right; the secret formula remains a mystery to the

millions of people in nearly 200 countries that enjoys our refreshing beverages everyday. Even

though we can't tell you the secret, you can be sure that "LIFE TASTES GOOD" with Coca-

Cola.

H20 and Syrup

With the syrup nearing its final state, we mix it with pure water, creating the finished

uncarbonated beverage. However, the water and syrup must be mixed in right ratio. This is

done by the beverage proportioning equipment. It accurately measures the correct ratio for each

and sends this mixture to the carbonator.

CO2 Adding

Adding CO2 or carbon dioxide gas is the final touch that carbonates the beverages. Carbon



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dioxide not only gives our beverages their effervescent zest, but it also adds to the distinctive

and familiar taste everyone has come to expect from our beverages.

Filling:

Once all the ingredients have been mixed and blended and the bottles have been cleaned and

sanitized, we're ready to start filling. This is a surprisingly complex process requiring precision

at each step. To begin with, bottles must be carefully timed as they move to the filler -

synchronization is key. Once at the filler, bottles are either held securely in place by flexible

grippers or precisely placed under filling valves by

centering devices. Before the bottles can be filled, the inside of the bottles must be pressurized.

This allows for the force of gravity itself to draw the beverage into the bottle - a process that

ensures the smooth flow of liquid, with little to no foaming.



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Capping:

Once filled, bottles are then capped. We use different caps for different bottles - glass bottles

are usually topped with a metal crown while "PET BOTTLES" are topped with a plastic screw-

top. Each cap type then moves through different parts of the machine, which ensures each cap

stays scratch free and is in the right position to be precisely placed on the bottle. As quality and

freshness are key, we use a "no closure" detector during the capping process and a "go-no-go

gauge" or "torque meter" after the bottles has been capped. The "no-closure" detector checks if

a screw top or crowns has been placed on bottle. The process actually stops if the detector

doesn't find a closure. The "go-no-go gauge" checks for the proper crown crimp and the "torque

meter" checks to make sure the screw-top is good and tight. If the bottle cap isn't just right, the

beverages can become flat or be affected in other ways. If this happens, the bottle is discarded.



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Labeling:

Once the bottles have been filled and capped, they move on to be labeled. A special machine

dispenses labels from large rollers, cuts them and place on the bottles. For special labels such as

commemorative bottles for football championships, the labels are sent to the bottling plants for

approval, and then used for packaging. Depending on the occasion, some of these special

bottles will go only to the specific locations. For example, a national football championship

bottle will be sent only to the home town or state of the championship team.

Coding:

The bottle is now ready to be coded. Each one of our beverages is marked with a special code

that identifies specific information about it. The codes simply identify the date the beverages

was bottled or canned. These codes identify the date, time, batch no. and the MRP. Product

coding allows us to ensure that u receive our beverages at their flavorful best.



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Inspection:

We inspect bottles at many points during the process. With refillable bottles, it happens they are

first brought into the plant. They are also inspected after they are washed and again after they

are filled. Inspectors look for external bottle imperfections and make sure each bottle has the

right amount of beverages. Even after filling, each plant samples bottles for analysis in its lab to

ensure quality is up to standards.

Packaging:

Once our filled beverages have passed final inspection, they are ready to be packaged for

delivery. Generally, packing can refer to everything from the unique "BOTTLE" and "CAN"

designs, to label designs, to cardboard boxes and containers, to plastic rings. Because the needs



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and tastes of our consumers are so diverse, the packaging varies depending on where the

beverages are being sent.



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Warehousing and Delivery:

In order to make sure the freshest beverages possible get to you, each warehouse must

efficiently manage the thousands of beverages cases produced each day. Beverage organization

is key, though it's the bottle and can coding that allow for the necessary precision. From the

warehouse, we load beverages onto our distinctive trucks. Night and day, our trucks are

delivering our refreshing beverages to stores, soda fountains, and vending machines near you.



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Highlights about the company

1. The Coca- Cola Company is worlds largest soft drink company

2. Around 10,450 soft drinks from the Coca-Cola Company are consumed

every second.

3. 4 of top 5 soft drink brands are owned by the Coca-Cola Company.

4. The Coca-Cola company is a pioneer among corporate in undertaking

social and community development projects.Market position and Highlights of Financial Statements

Coca Cola owns about 70 percent of the total market share.

Financial Highlights (in millions)

Total sale of PATNA in 2009- 88,500 c/s approx (by volume)

Total sale of PATNA till July 2010- , 5000 c/s approx (by volume)

Competitors



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Whenever we ponder about the competitor of coca-cola the only name flash in our mind is Pepsi.

Pepsi introduced its operation in India in 1988 in Kanpur and since then, PepsiCo has set up a

fully integrated operation in India. In 1993, PepsiCo. Set up a holding company to further

accelerate growth through new initiatives and joint ventures. It has invested 500 corer in India to

develop the local market. PepsiCo has exclusive franchises in India to bottle its total products.

There are 34 bottling plants of Pepsi in India. PepsiCo directly controls some and rests are under

various franchises. One of its bottling units is inHajipur (Bihar).

Products of Pepsi

1. Cola- Pepsi

2. Lemon- Mountain Dew, 7UP

3. Orange- Mirinda

4. Juice- Slice, Tropicana

5. Water- Aquafina

6. Soda- Lehar

7. Other competitors are Parle Agro with products Appy Fizz.



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ORGANISATIONAL HIERARCHY

AOD

(Area Operation Director)

Plant HR Finance General Sales Business System Marketing

Mgr. Mgr. Mgr. Mgr. Group Mgr.

Sales Manager (ACDM)

Area Capability Development Mgr.

Area Sales Mgr. Sales Trainee

Key A/Cs Channel



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Sales Executive Mgr. Mgr.

MOE

(Market Operational Executive)

Distributer Market Developer Rural Developer

(MD) (RD)

DSM

Chapter 4Analysis and Discussion

Introduction

This chapter deals with the analysis and discussion part of the report. The data analysis has been

done on the basis of the primary data of 50 respondents.

For Distributors

SKU wise bills by salesman

Interpretation



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Out of 8 respondents i.e. distributors surveyed, it was found that 62% of their salesman were

making the bills SKU wise in shops while 13% makes the bill SKU wise at not regular basis i.e.

sometimes and rest 25% doesnt makes the bill SKU wise.

For the 62% of the salesman who makes the bill SKU wise, the company as well as distributors

need not have to worry but for the rest of 13 % who doesnt makes the bill regularly and for

those 25% who doesnt makes the bill SKU; the company should take some strict actions. The

company should keep on checking about this regularly so that salesman should cut the bill SKU

wise.

All the 8 distributors i.e. 100 % of the respondents said that the physical stock at their

godown matches with the finished stock in their DAS system.

Tracking down of outlets through DAS.

Interpretation

Out of 8 distributors 87% said that it is helpful in tracking the outlets while 13% answered assometimes it is helpful. When asked how it helps in tracking their outlets they said that through

the GCC_ID. They also said that DAS helps in checking SKUs volume, availability of the goods

and also the amount of the goods.



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When asked about the frequency i.e. regularity of the entry in DAS system then all said

that they make the entry in DAS system at the daily basis

Time taken in fulfilling the order of the retailers.

Interpretation

75% of the distributors said that they take around 1 day in fulfilling the order of the retailers

while 25% of them said that they fulfill the order on the same day the order is given.

This is not the very big issue because every order cant be fulfilled on the same day atleast it will

take around 1 day.

When asked to give suggestion about how to increase the sale of Coca-Cola products

most of the Distributors said that all the products are not available regularly during peak

season so if the products would be available regularly during the peak seasons and

delivery system is improved then the sale of the Coca-Cola products can go up.

For Market Developers

When asked from the MDs about the making of bills SKU wise in shops then all MDs

surveyed answered in yes.



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They also said that they informs the retailers about the various schemes and offers of the

company whenever such type of offers comes and they also visit each outlet as per PJP

i.e. Proposed Journey Plan.

Taking order from retail outlets .

Interpretation

Out of 12 MDs surveyed, 92% said that they go to retail outlet on a regular basis to take the order

while 8 % said that sometimes it happens that they are not able to go on regular basis.

They also said that they confirm the delivery of each outlet against order.

Ineffective entry in DAS



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Interpretation

Out of 12 MDs surveyed 33% said that they doesnt face any problem on ineffective entry inDAS while other 33% said that the sometimes face problem and rest 34 % said that they face

problem when data is entered incorrectly in the DAS System.

The company should give proper attention on the right entry in the DAS. The company should

give proper training to those who makes the entry in DAS so that ineffective entry can be

avoided.

For Retailers

Availability of goods



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Interpretation

Out of 30 respondents i.e. retailers surveyed 56% of them said that the goods are regularly

available on time while 37% said that sometimes they face problem in the availability of the

goods on time and rest 7% said that they doesnt get the goods on time.

For those who doesnt get goods on time or sometimes who face problem in getting the goods on

time, the main reason for this is due to the delivery system. So the company should try to

improve the delivery system in order to deliver the goods on time.

Frequency of fulfillment of demand



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Interpretation

Out of 30 respondents i.e. retailers surveyed 60% of the respondents said that it takes around 1

day for their demands to be fulfilled while 27% said that their demands are fulfilled on the very

same day they give the order and the rest 13% said that it takes more than 1 day for their

demands to fulfilled.

This is not the very big issue for those whose order is fulfilled on the same day or the next day

but the problem arises when it takes more than 1 day.

SKU wise Bills



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Interpretation

Almost all the respondents i.e. 97% said that they get the bills SKU wise and only 3% said that

they sometimes didnt get the bills SKU wise. But this also doesnt matter for them as they said.

So the company need not have to worry much about this.

Fulfillment of complains

Interpretation



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When asked that whether their complains are fulfilled regularly or not then 10% of the

respondent said that their complains are fulfilled regularly while 53% simply answered as yes.

20% of the respondent said that sometimes their complains are not fulfilled but it happens only

sometimes while rest 17% said that their complains are never fulfilled properly.

For those outlets i.e. around 37% whose complains are not fulfilled regularly or properly, the

company should take proper attention to those outlets. They mainly complain about improper

delivery of the goods.

Schemes on Bills

Interpretation

63% of the total respondents said that whatever scheme is given by the company is reflected or

shown on the bill while 30% said that it is never reflected on the bill and rest 7% said that it is

reflected sometimes.

It should be taken care that in all the bills, whatever scheme given by the company should be

reflected on the bill so that the retailers should be aware of the companys schemes regularly.

Fulfillment of demand as per need



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Interpretation

44% of the total respondents said that whatever they demand and in whatever quantity they

demand is provided by the distributors, 23% said that their demand is fulfilled regularly while

other 23% said that sometimes it is available as per need but sometimes especially in peak

seasons they face some problems due to unavailability of the products and rest 10% said that they

doesnt get the demanded items as per their need.

It should be taken care that demanded goods should be provided to the retailers as per their need

in the peak seasons.

Chapter 5Summary and Recommendation



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During research it was found that most of the shops which are entered in the DAS system are

entered twice i.e. it is repeated in the DAS system. Also many inactive outlets were shown as

active in the DAS and some outlets are wrongly mapped with the other distributors.

It was also found that due to lack of knowledge about DAS, a problem of ineffective entry in

DAS arises which further creates problem in knowing the right bill cuts.

It was also found that some of the complains like about SGA, untimely delivery of goods, about

schemes, etc is not fulfilled properly.

It is also found that schemes of the company are reflected on the companys bill which further

helps the retailers in knowing about the schemes.

Recommendation

There should be correct feedback system from the retailers on the performance of

salesmen. This will help to improve their efficiency and accountability. Moreover, this

will also help in reducing the confusion among the retailers that the salesman does not

explain the schemes properly.

The company should pullout their SGA (Sales Generate Assets) timely from those outletswhich are fully closed so that these SGAs can be issued to other outlets.

Proper training about DAS should be provided to the Distributors so that they can make

the entry correctly.

Delivery system should be improved.

Goods should be provided as per demand during the peak seasons.



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Bibliography

BOOKS

Kotler, Philip(2010),Marketing Management, Pearson Education, Singapore

Kothari, C.R,(2010), Research Methodology Methods & Techniques, New ageInternational(P) Limited, Publishers, New Delhi

Websites:

www.coca-colaindia.com

www.cocacola.ko.com

www.cokefacts.org

www.oligopolywatch.com

www.superbrand.com

www.rkjworld.com

http://www.coca-colaindia.com/http://www.cocacola.ko.com/http://www.cokefacts.org/http://www.oligopolywatch.com/http://www.superbrand.com/http://www.rkjworld.com/http://www.coca-colaindia.com/http://www.cocacola.ko.com/http://www.cokefacts.org/http://www.oligopolywatch.com/http://www.superbrand.com/http://www.rkjworld.com/


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AnnexureMap showing types of bottling operations of Coca-Cola in INDIA


COBO

FOBO

CONTRACT PACKAGING


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Questionnaire

From Distributors

Distributer Name:- _____________Agency:- _____________Contact no.:- _____________Place:- _____________------------------------------------------------------------------------------------------------------------------------------------------

1.) Are your salesman making bills SKU wise?i). Yes ii). No iii). Sometimes iv). Regularly

2.) Is finished stock in DAS matches with the physical stock at Warehouse?i) Yes ii). No iii). Sometimes

3.) Is it helpful in tracking down the outlets through DAS?i). yes ii). No

4.) If yes, how?

____________________________________________________________________________________________________________________________________________________________

5.) How frequently do you make the entry in DAS system?i). Daily ii). Weekly iii). Monthly iv). Not fixed

6.) Within how many days you fulfill the order of the retailers?i). Same day ii). 1 day iii). More than ONE day.

7.) Your suggestion about how to increase the sale of the Coca-cola Products

____________________________________________________________________________________________________________________________________________________________

*************************************************************************************



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From Retailer

Name:- _____________Shop name:- _____________Contact no.:- _____________Place:- _____________

1.) Are the goods available as per your demand regularly?i). Yes ii). No iii). Sometimes iv). Regularly

2.) Do you get the supply of ordered product on time?

i). Yes ii). No iii). Sometimes iv). Regularly

3.) Within how many days your demand is fulfilled?i). Same day ii). 1 day iii). More than one day.

4.) Are you getting the bills regularly SKU wise?i). Yes ii). No iii). Sometimes iv). Regularly

5.) If No, why?__________________________________________________________________________________

6.) Are your complains fulfilled regularly and properly?i). Yes ii). No iii). Sometimes iv). Regularly

7.) Does the schemes reflects on the bill?i). Yes ii). No iii). Regularly iv). Sometimes

8.) Does the distributor fulfill your demand on regular basis as per your need?i). Yes ii). No iii). Regularly iv). Sometimes

9.)Your suggestion about how to increase the sale of the Coca-cola Products



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From MD

MD Name:- _____________Contact no.:- _____________Place:-

1.) Are you making the bills in shops SKU wise?i). Yes ii). No iii). Regularly iv). Sometimes

2 . Do you inform the retailers about the various schemes of the company?i). Yes ii). No iii). Regularly iv). Sometimes

3. Do you visit each retail outlet as per PJP (Proposed Journey Plan)?i). Yes ii). No iii). Regularly iv). Sometimes

4. Do you go to retail outlet to take order on regular basis?i). Yes ii). No iii). Regularly iv). Sometimes

5. Are you confirming delivery for each outlet against order?i). Yes ii). No iii). Regularly iv). Sometimes

6. Are you getting problem on ineffective entry in DAS?

i). Yes ii). No iii). Regularly iv). Sometimes

7. Your suggestion about how to increase the sale of the Coca-cola Products

____________________________________________________________________________________________________________________________________________________________

******************************************************************************

Documents

Effective Use of DAS for Development of Business