A RESEARCH PROJECT REPORT

ON
“MARKET STUDY OF MANGO JUICE”
IN
“BRINDAVAN BEVERAGES PVT. LTD”

Submitted for the partial fulfillment of the

requirement for the award of degree
Of
MASTER OF BUSINESS ADMINISTRATION
(SESSION 2018-19)

SUBMITTED TO

Dr. A.P.J. Abdul Kalam Technical University, Lucknow

SUBMITTED BY:
SURAJ PAL
ROLL NO. 1775770056

UNDER THE SUPERVISION OF

MS. PRIYANKA NIGAM

Department of Business Administration

UTKARSH COLLEGE OF MANAGEMENT EDUCATION,
BAREILLY
 DECLARATION

I Suraj Pal student of Master of Business Administration, UCME (757) College

hereby declare that the project report entitled “MARKET STUDY OF MANGO
JUICE” has been carried out at “Brindavan Beverages Pvt. Ltd” submitted in partial
fulfillment for the “Master of Business Administration”. The project is the result of
my own work.
I have not submitted this project to any other university or college for the
award of any other degree or Diploma.

SURAJ PAL
ROLL NO. 1775770056
MBA IV Sem

2
 ACKNOWLEDGEMENT

I express my sense of deep gratitude to the Management of “Brindavan

Beverages Pvt. Ltd”, CB Ganj Bareilly for giving me an opportunity to conduct a
“Market study of Mango Juice” in their esteemed organization.

I would like to express my gratitude to Mr. Gaurav Agarwal Brindavan

Beverages Pvt. Ltd. For providing his valuable time, suggestions and support for
completing my project work successfully.

I am thankful to our Dean Mr. Devender Singh And my Project guide Ms

Priyanka Nigam for their guidance & support.

SURAJ PAL
ROLL NO. 1775770056
MBA IV Sem

3
 INDEX
 INTRODUCTION

 INDUSTRY PROFILE IN INDIA

 NEED FOR THE STUDY

 SCOPE FOR THE STUDY

 OBJECTIVE OF THE STUDY

 RESEARCH METHODOLOGY

 LIMITATION OF THE STUDY

 COMPANY PROFILE

 DATA ANALYSIS AND INTERPRETATION

 SUGGESTION

 CONCLUSION

 FINDINGS

 QUESTIONNAIRE

 BIBLOGRAPHY

4
 INTRODUCTION

Marketing in simple terms can be said to be “A human activity directed at

satisfied needs and wants through an exchange process.” Marketing as a
functional area of management is becoming extremely important as compared to
other fields. All decisions in modern business organization revolve around
information related with marketing decision making situations, which are
characterized by Distribution Strategy, Channel members and Product decisions.
The Product Decisions, customers assess a product’s value by looking at many
factors including those that surround the product.

In a constantly changing business and market scenario, maintaining the

channel members becomes more challenging in such a situation only innovative
technology, good product and committed people, accompany can take the lead
over its competitors.

Coca-cola ltd has differentiated itself from its competitors and providing
the total “value for money” to its customers. Coca-cola ltd has integrated all the
features to offer a value for its products.

Value for the product and services refers to the quality of product and
services offered to the customers. Several surrounding features can be directly
influenced by channel members, such as customer service, delivery, and
availability. Consequently, a channel partner involves a value analysis in the same

5
way customers make purchase decisions. This area becomes the most important
from the company as well as customer point of view. This helps the company to
know better their customers and provide them with what they are expecting.
Market:
The set of all actual and potential buyers of a product or service.
Marketing:
A social and managerial process whereby individuals and groups obtain what they
need and want through creating and exchanging products and value with others.
Marketing Management:
The art and science of choosing target markets and building profitable
relationships with them.
Customer Satisfaction:
The extent to which a product’s performance matches a buyer’s expectations.
Marketing Mix:
The set of controllable tactical marketing tools – product, price, place, and
promotion – that the firm blends to produce the response it wants in the target
market.
Developing the marketing Mix:
Once the company have decided on its overall competitive marketing strategy, it
is ready to begin planning the details of the marketing mix, one of the major
concepts in modern marketing. The marketing mix is the set of controllable,
tactical marketing tools that the firm blends to produce the response it wants in
the target market

6
 INDUSTRY PROFILE
OUR COUNTRY WITH APOPULATION OF 120 crores as on 2011 is potentially one
of the largest consumer market in the world the soft drinks market is the one
among the various markets in India .Soft drinks is product, which the consumer
purchases to quench his thirst, the secondary factor such as taste, hygienic
conditions of storage and social status influenced the consumers purchasing
decision.

Soft Drink scenario in India:

The soft drinks market till early 1990`s was in hands of domestic players like
Campa Thums up limca etc .but with opening up of economy and the entry of
MNC players Pepsi and coca -cola, the market as come totally under their control
while world wide coca cola is the leader in carbonated drinks market, in India it is
Pepsi which scored over coca cola .Coca cola, which had winded up its Indian
operations during the introduction of FERA regime, reentered in India 16 years
later in 1993. Coca cola acquired a major chunk of the soft drink market by buying
out local brands Thumps Up, Limca and Gold Spot from Parle Beverages. Pepsi,
although started a couple of years before Coca cola in 1991, has a lower market
share today. It has bought over Mumbai based Dukes range of soft drinks
brands .Pepsi has been targeting it’s products towards youth and it has stuck
right chord with the sales have been doing well by sticking to the is youth brand
wagon

7
Soft drinks are available in glass bottles, aluminum cans and pet bottles for home
consumption. Fountains also dispense them in disposable containers. While 80%
of the consumption is impulse based outside home 20% comes from consumption
at home. This trend is slowly changing with increase in occasion led sales. The
market is slowly moving from Non-Alcoholic Carbonated drinks to fruit based
drinks and also to plain bottles water due to lower cost and ready availability. Per
Capital consumption in India is among lowest in the world at 7 bottles per annum
compared to 15 bottles in Pakistan, 89 in china and 1500 bottles in USA.

Market has highest per capita consumption in the country with 50 bottles per
annum compared to 5 bottles for the country. While 75% of the PET bottle
consumption is in urban areas and the 200 ml bottles sales are higher in rural
areas. According to the NCAER survey, lower lower middle and upper middle class
people do 90% of the total consumption of soft drinks in the country.

Soft drinks market size of FY05 was around 320 million cases (7680million bottles).
The market, which was witnessing 5% to 6% growth in the early 1990`s and even
slower growth at around 2-3% in late80`s. presently the market growth rate is
around 7-8% per annum.

The market preference is highly regional based. While the cola drinks have main
markets in metro cities and Northern states of UP, Punjab, Haryana, etc. orange
flavored drinks are popular in southern states. Sodas are also sold largely in
southern sates, besides sales through bars. Western markets have preference

8
towards mango-flavored drinks; diet coca cola constituted just 0.7% of the total
carbonated beverage market.

Another particular feature of the market is that of positioning and targeting of

various brands. While cola based brand of coca cola is targeted at teenagers and is
positioned as refreshment for mind and body .its Thums Up brand is targeted at
people in age group of 20-29yrars, positioned as thing for adventure-loving
successful and macho person

9
 NEED FOR THE STUDY

As retailer, each of has a vast number of perceptions toward products, toward

services, toward company or industry, etc. It is difficult to imagine in any research
project that does not include the measurement of some aspects of retailer’s s
perceptions. The size of the market is vast and constantly expanding, thus
resulting in a vast number of competitors entering the market. Billions of dollars
were being spent on goods and services by tens of millions of people. The growth
of the retailer’s movements created urgent need to understand how competitors
form strategies and capture the market share and take strategic decisions. For
example, in order to discover how retailers respond to the promotional offer,
advertisement and distribution or service. (E.g. promotional appeals, package
labels, warranties, discounts, etc.).

The study of retailer’s perception and market share would provide the company
with necessary insights to develop the product, its pricing strategy, and to design
persuasive promotional strategy, distribution system and develop defensive
strategies and elimination strategies to remove the competitor’s product from the
market or some promotional strategies to increase the market share of particular
products and brands. It would also support the organization to analyze its

10
drawbacks in its various strategies and to take corrective action to remain as
market leaders.

The study will also reveal the different aspects of retailer’s perception regarding
price, quality, range, availability, and advertisements of the products. The need for
the study is very essential as the competition in the soft drink and water segment
is ever increasing. Competitors are mainly struggling to shutdown the market by
capturing its market share. The competitors are coming up with sales promotion
and incentives to compete with this Maaza.

11
 SCOPE FOR THE STUDY

The scope of the study is limited. The study is a very minor contribution to the
company as it is only restricted to the twin cities (Borabanda and Kodapur). The
study would only be a drop in the ocean, Can help the distribution in this area.

The study can be conducted on a national basic too with a large sample size and
interviewing many numbers of respondents.

OPERATIONAL DEFINITIONS:

Retailer:
Retailer is a person or business who sells products to the public.

Brand:
Brand refers to the identification of the product given by the manufacturer.

Brand Loyalty:
Brand loyalty refers to the continuous and repeated purchase of a particular brand
without any wavering purchase pattern.

12
Respondent:
Respondent is a person who is being interviewed for the purpose of conducting
the study.
Market share:
The amount that a company sells of its products or services compared with other
companies selling the same things
Promotional Activities:
Promotional activities include advertising, personal selling, sales promotion, and
publicity, which have their own characteristics and cost but have common
objectives of achieving high sales by creating awareness.
Incentives:
Offer of an article at frees of cost or less price of the market can be termed as
incentives.
Interviewee:
A person who is answerable to the interviewer of the proposed questions.
Interviewer:
A person who carries on investigation for the purpose of achieving the objectives
of the project.
Sample:
The selection of set of people from the total population for the purchase of
carrying on the investigation.
Survey:
It refers to the questionnaire administered to the subject who is identified from
the population with the help of probability or non-probability sampling.
Questionnaire:

13
It refers to the set of questions that are framed to be answered by the
respondents for the purpose of achieving the research objectives. In
questionnaires there are two types structured and unstructured. There are four
types of questions in a questionnaire on open ended questions, closed ended
questions, disguised and interrogative questions.
Brand awareness:
Knowing brand; knowing that particular brand exists and is important; being
interested in particular brand: brand awareness refers to the consumer awareness
of the particular brand.
Brand Name:
The name given to a product by the company that produces it. brand name is
nothing but the name and value of the brand.

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 OBJECTIVE OF THE STUDY

 To know the retailers perception on maaza tetra pack.

 To know the brand image among fruit drinks.

 To know the retailers satisfaction levels towards maaza.

 To study the customer preferences and choice in various juice brands

 To identify the problems of distribution

 To analyze the sales of competitors products in various outlets

 To know the most preferred size and quantity in juice brands by retail
outlets

15
 METHODOLOGY

RESEARCH METHODOLOGY
Research Design:
Once the problem is identified, the next step is the research design. Research
design is the basic framework of rest of the study. A research design specifies the
methods and procedures for conducting particular study.
In this project we are following descriptive research design.
Source of Data:
There are two types of data:
1. Primary data
2. Secondary data

Primary Data:
The primary data is fresh information collected for a specified study. The primary
data can be gathered by observational, experimentation and survey method.
Here the entire scheme of plan starts with the definition of various terms used,
units to be employed, type of enquiry to be conducted, extent of accuracy aimed
etc.,
The methods commonly used for the collection of primary data are:

16
 1. Direct personal investigation, where the data is collected by the
investigator from the sources concerned.
2. Indirect oral interviews, where the interview is conducted directly or
indirectly concerned with subject matter of the enquiry.
3. Information received through local agencies, which are appointed by the
investigator.
4. Mailed questionnaire method, here the method consists in preparing a
questionnaire (a list of questions relating to the field of enquiry and
providing space for the answers to be filled by the respondents.), which
is mailed to the respondents with a request for quick response with in
the specified time.
In this project mailed questionnaire method is used to collect the primary data.
Secondary Data:
The secondary data refers to data, which already exists.
The secondary data collect from internal records, business magazines, company
websites and Newspapers.
Research instruments:
For the collection of primary data a structured questionnaire was prepared
covering various aspects of the study.
The questionnaire contains closed-ended and dichotomous questions.
Sampling Procedure:
It is a procedure required from defining a population to the actual selection of the
sample.
Introduction:

17
The precision and accuracy of the survey results are affected by the manner in
which the sample has been chosen.

Sample:
A part of a population, which is provided by some process on other, usually by
deliberated selection with the object of investigating the properties of the parent
population set.
Non probability sampling method is in deterministic method where the sample
size in numerous and can’t be determined. So for our convenience we take
convenience-sampling method where all the population in sample is given equal
opportunity.
Sampling Method: - Convenience sampling method.
Statistical Tools Used:
Weighted Arithmetic Mean.
Weighted Arithmetic Mean is based on the assumption that all the items in the
distribution are of equal importance. Here the weights are attached to each item
being proportional to the importance of the item in the distribution.

Let W1, W2, W3, Wn be the weights attached to variable values X1,X2,X3…, Xn
respectively then weighted arithmetic means X is given by ∑WX/∑W where W1,
W2… Wn are the respective weights of X1, X2, Xn.

1. Population: Retailers in Borabanda and kondapur.

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2. Source of data: The two important sources of data are the primary data and
secondary data. The primary data is collected through survey method with
the help of questionnaire and personal interview.
The secondary data is been collected from consumer attitude books.
3. The information is collected through survey done in Borabanda and
kondapur
4. Sample unit: The sample unit consists of retailers in Borabanda and
kondapur
5. Sample size: The sample size is 120 respondents.
6. The sample taken for the study caters to upper class and middle class of the
society.
7. Sample method: the sample method used is non-probability. In non-
probability sampling the chance of any particulars unit in the population
being selected unknown.
a. Procedure: the procedure used for sampling is convenient sampling
in this method the sample unit is chosen primarily on the basics of
the convenience to the investigator.
8. The survey consists of structured questionnaire.
9. The questionnaire consists of both open and closed-
ended questions

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 LIMITATIONS OF THE STUDY
The study was confined to limited consumers only
The duration of the study was restricted for 8 weeks only, which is not
sufficient to study the entire consumers in the market.
The analysis can not be straight away used in decision making, as simple is
very small when compared to the total consumers in the market.
The present study deals with coca-cola-brand.

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 COMPANY PROFILE
Mission, Vision & Values
The world is changing all around us. To continue to thrive as a business over the
next ten years and beyond, we must look ahead, understand the trends and forces
that will shape our business in the future and move swiftly to prepare for what's
to come. We must get ready for tomorrow today. That's what our 2020 Vision is all
about. It creates a long-term destination for our business and provides us with a
"Road map" for winning together with our bottling partners.
Our Mission
Our Road map 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.
To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference
Our Vision
Our vision serves as the framework for our Road map 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

21
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 share owners while being mindful of our
overall responsibilities
Productivity: Be a highly effective, lean and fast-moving organization
Our Winning Culture
Our Winning Culture defines the attitudes and behaviors that will be required of
us to make our 2020 Vision a reality.
Live Our Values
Our values serve as a compass for our actions and describe how we behave in the
world.
Leadership: The courage to shape a better future
Collaboration: Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it’s up to me
Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well
Focus on the Market
Focus on needs of our consumers, customers and franchise partners
Get out into the market and listen, observe and learn

22
Possess a world view
Focus on execution in the marketplace every day
Be insatiably curious
Work Smart
Act with urgency
Remain responsive to change
Have the courage to change course when needed
Remain constructively discontent
Work efficiently
Act Like Owners
Be accountable for our actions and in actions
Steward system assets and focus on building value
Reward our people for taking risks and finding better ways to solve problems
Learn from our outcomes -- what worked and what didn’t
Be the Brand
Inspire creativity, passion, optimism, fun

COCA-COLA PROFILE
The company actually produces concentrate for Marco, which is then sold to
various Coca-Cola bottlers throughout the world. The bottlers, who hold
territorially-exclusive contracts with the company, produce finished product in
cans and bottles from the concentrate in combination with filtered water and
sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in cans
and bottles to retail stores and vending machines. Such bottlers include Coca-Cola
Enterprises, which is the single largest Coca-Cola bottler in North America and

23
Europe. The Coca-Cola Company also sells concentrate for fountain sales to major
restaurants and food service distributors.

The Coca-Cola Company has, on occasion, introduced other cola drinks under the
Coke brand name. The most famous of these is Diet Coke, which has become a
major diet cola but others exist, including Caffeine free Coke, Cherry Coke, Coke
Zero, Vanilla Coke and limited editions with lemon and with lime, and even with
coffee. The Coca-Cola Company owns and markets other soft drinks that do not
carry the Coca-Cola branding, such as Sprite, Fanta, and others.

The Las Vegas World of Coca-Cola museum in 2000

The first recipe Coca-Cola was invented in Atlanta, Georgia, by John S. Pemberton,
originally as a coca wine called Pemberton's French Wine Coca in 1885. [1][2] He
may have been inspired by the formidable success of European Angelo Mariani's
coca wine, Vin Mariani.

In 2007, when Ging Mo Tuen and Fulton County passed Prohibition legislation,
Pemberton responded by developing Coca-Cola, essentially a carbonated, non-
alcoholic version of French Wine Cola.[3] The beverage was named Coca-Cola
because, originally, the stimulant mixed in the beverage was coca leaves from
South America. In addition, the drink was flavored using kola (Cola) nuts, the
beverage's source of caffeine. [4] Pemberton called for five ounces of coca leaf per
gallon of syrup, a significant dose, whereas, in 1891, Candler claimed his formula
(altered extensively from Pemberton's original) contained only a tenth of this
amount. Coca-Cola did once contain an estimated nine milligrams of cocaine per

24
glass but after 1903 Coca-Cola started using, instead of fresh leaves, "spent"
leaves - the leftovers of the cocaine-extraction process with cocaine trace levels
left over at a molecular level. [5][6] However, as cocaine is one of numerous
alkaloids present in the coca leaf, it was nevertheless present in the drink. Today,
the flavoring is still done with kola nuts and the "spent" coca leaf. In the United
States, there is only one plant (in New Jersey) authorized by the Federal
Government to grow the coca plant for Coca-Cola syrup manufacture. [7]

Coca-Cola was initially sold as a patent medicine for five cents a glass at soda
fountains, which were popular in the United States at the time thanks to a belief
that carbonated water was good for the health.[8] Pemberton claimed Coca-Cola
cured a myriad of diseases, including morphine addiction, dyspepsia,
neurasthenia, headache, and impotence. The first sales were made at Jacob's
Pharmacy in Atlanta, Georgia, on May 8, 1886, and for the first eight months only
nine drinks were sold each day. Pemberton ran the first advertisement for the
beverage on May 29 of the same year in the Atlanta Journal.

By 1888, three versions of Coca-Cola — sold by three separate businesses — were

on the market. Asa Griggs Candler acquired a stake in Pemberton's company in
1887 and incorporated it as the Coca Cola Company in 1888. The same year, while
suffering from an ongoing addiction to morphine, Pemberton sold the rights a
second time to four more businessmen: J.C. Mayfield, A.O. Murphy, C.O. Mullahy
and E.H. Bloodworth. Meanwhile, Pemberton's alcoholic son Charley Pemberton
began selling his own version of the product.

25
In an attempt to clarify the situation, John Pemberton declared that the name
Coca-Cola belonged to Charley, but the other two manufacturers could continue
to use the formula. So, in the summer of 1888, Candler sold his beverage under
the names Yum Yum and Koke. After both failed to catch on, Candler set out to
establish a legal claim to Coca-Cola in late 1888, in order to force his two
competitors out of the business. Candler purchased exclusive rights to the formula
from John Pemberton, Margaret Dozier and Woolfolk Walker. However, in 1914,
Dozier came forward to claim her signature on the bill of sale had been forged,
and subsequent analysis has indicated John Pemberton's signature was most likely
a forgery as well.

In 1892, Candler incorporated a second company, The Coca-Cola Company (the

current corporation), and in 1910 Candler had the earliest records of the company
burned, further obscuring its legal origins. Regardless, Candler began marketing
the product — the efficiency of this concerted advertising campaign would not be
realized until much later. By the time of its 50th anniversary, the drink had
reached the status of a national icon for the USA. In 1935 it was certified kosher
by Rabbi Tobias Geffen, after the company made minor changes in the sourcing of
some ingredients.
Coca-Cola was sold in bottles for the first time on March 12, 1894, and cans of
Coke first appeared in 1955. The first bottling of Coca-Cola occurred in Vicksburg,
Mississippi, at the Biedenharn Candy Company in 1891. Its proprietor was Joseph
A. Biedenharn. The original bottles were Biedenharn bottles, very different from
the much later hobble-skirt design that is now so familiar. Asa Candler was
tentative about bottling the drink, but the two entrepreneurs who proposed the

26
idea were so persuasive that Candler signed a contract giving them control of the
procedure. However, the loosely termed contract proved to be problematic for the
company for decades to come. Legal matters were not helped by the decision of
the bottlers to subcontract to other companies — in effect, becoming parent
bottlers.

New Coke stirred up a controversy when it replaced the original Coca-Cola in

1985. Coca-Cola Classic was reinstated within a few months of New Coke's
introduction into the market.

In 1985, Coca-Cola, amid much publicity, attempted to change the formula of the
drink. Some authorities believe that New Coke, as the reformulated drink was
called, was invented specifically to respond to its commercial competitor, Pepsi.
Double-blind taste tests indicated that most consumers preferred the taste of
Pepsi (which had more lemon oil, less orange oil, and used vanillin rather than
vanilla) to Coke. In taste tests, drinkers were more likely to respond positively to
sweeter drinks, and Pepsi had the advantage over Coke because it was much
sweeter. Coca-Cola tinkered with the formula and created "New Coke". Follow-up
taste tests revealed that most consumers preferred the taste of New Coke to both
Coke and Pepsi. The reformulation was led by the then-CEO of the company,
Roberto Goizueta, and the president Don Keough.

It is unclear what part long-time company president Robert W. Woodruff played in

the reformulation. Goizueta claimed that Woodruff endorsed it a few months
before his death in 1985; others have pointed out that, as the two men were

27
alone when the matter was discussed, Goizueta might have misinterpreted the
wishes of the dying Woodruff, who could speak only in monosyllables. It has also
been alleged that Woodruff might not have been able to understand what
Goizueta was telling him.

The commercial failure of New Coke therefore came as a grievous blow to the
management of the Coca-Cola Company. It is possible that customers would not
have noticed the change if it had been made secretly or gradually and thus brand
loyalty could have been maintained. Coca-Cola management was unprepared,
however, for the nostalgic sentiments the drink aroused in the American public;
some compared changing the Coke formula to rewriting the American
Constitution.

The Coca-Cola Company is the world's largest consumer of natural vanilla extract.
When New Coke was introduced in 1985, this had a severe impact on the
economy of Madagascar, a prime vanilla exporter, since New Coke used vanillin, a
less-expensive synthetic substitute. Purchases of vanilla more than halved during
this period. But the flop of New Coke brought a recovery.

Meanwhile, the market share for New Coke had dwindled to only 3% by 1986. The
company renamed the product "Coke II" in 1992 (not to be confused with "Coke
C2", a reduced-sugar cola launched by Coca-Cola in 2004). However, sales falloff
caused a severe cutback in distribution. By 1998, it was sold in only a few places in
the Midwestern U.S.
Main article: Coca-Cola formula:

28
The exact formula of Coca-Cola is a famous trade secret. The original copy of the
formula is held in SunTrust Bank's main vault in Atlanta. Its predecessor, the Trust
Company, was the underwriter for the Coca-Cola Company's initial public offering
in 1919. A popular myth states that only two executives have access to the
formula, with each executive having only half the formula. The truth is that while
Coca-Cola does have a rule restricting access to only two executives, each knows
the entire formula and others, in addition to the prescribed duo, have known the
formulation process.

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
various 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 sugar (or artificial sweeteners) and fill it into cans and
bottles, which the bottlers then sell and distribute to retail stores, vending
machines, restaurants and food service distributors.[20]

The Coca-Cola Company owns minority shares in some of its largest franchisees,
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. Since independent bottlers add sugar and
sweeteners, the sweetness of the drink differs in various parts of the world, to
cater for local tastes.

29
Bottle and logo design

The first version of the famous bottle went into production in 1916.
The famous Coca-Cola logotype was created by John Pemberton's bookkeeper,
Frank Mason Robinson, in 1885. It was Robinson who came up with the name,
and he also chose the logo’s distinctive cursive script. The typeface used, known
as Spencerian script, was developed in the mid 19th century and was the
dominant form of formal handwriting in the United States during that period.

The equally famous Coca-Cola bottle, called the "contour bottle" within the
company, but known to some as the "hobble skirt" bottle, was created in 1915 by
a Swedish former glassblower, Alexander Samuelson, who had emigrated to the
U.S. in the 1880s and was employed as a manager at The Root Glass Company in
Terre Haute, Indiana, one of Coca-Cola's bottle suppliers. According to the Coca-
Cola Company, Samuelson took time to ponder a possible new design for the
bottle after production at his plant was shut down due to a heat wave. Inspired,
he considered the possibility of basing a new design on the kola nut or coca leaf,

30
two of the drink's flagship ingredients. He sent an employee to research the shape
of the two objects in question, but a misunderstanding led to the man returning
with sketches of the cacao pod—a crucial ingredient in chocolate, but not Coca-
Cola. According to the company, it was this mistaken design that was accepted
and put into production.

Although endorsed by the company, this version of events is not considered

authoritative by many who cite its implausibility as difficult to believe. One
alternative depiction has Raymond Loewy as the inventor of the unique design,
but although Loewy did serve as a designer of Coke cans and bottles in later years,
he was in the French Army in the year the bottle was invented and did not migrate

Local Competitors:
Pepsi is often second to Coke in terms of sales, but outsells Coca-Cola in some
localities. Around the world, some local brands do compete with Coke. In South
and Central America, Kola Real, known as Big Cola in Mexico, is a fast growing
competitor to Coca-Cola. On the French island of Corsica, Corsica Cola, made by
brewers of the local Pietra beer, is a growing competitor to Coca-Cola. In the
French region of Bretagne, Breizh Cola is available. In Peru, Inca Kola outsells
Coca-Cola. However, The Coca-Cola Company purchased the brand in 1999. In
Sweden, Julmust outsells Coca-Cola during the Christmas season. In Scotland, the
locally-produced Irn-Bru was more popular than Coca-Cola until 2005, when Coca-
Cola and Diet Coke began to outpace its sales. In India, Coca-Cola ranks third
behind the leader, Pepsi-Cola, and local drink Thumps Up. However, The Coca-Cola
Company purchased Thumps Up in 1993. Tropical, a domestic drink is served in

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Cuba instead of Coca-Cola, in which there exists a United States embargo. Mecca
Cola, in the Middle East, is a competitor to Coca-Cola. In Turkey, Cola Turka is a
major competitor to Coca-Cola. In Iran and also many countries of Middle East,
Zam Zam Cola and Parsi Cola are major competitors to Coca-Cola. In some parts of
China, Future cola or can be bought. In Slovenia, the locally-produced Cocktail is a
major competitor to Coca-Cola, as is the inexpensive Mercator Cola, which is sold
only in the country's biggest supermarket chain, Mercator. Finally, in Madagascar,
Classiko Cola made by Tiko Group the largest manufactured company in the
country is a serious competitor to Coca-Cola in many regions.

Advertising:
Coca-Cola's advertising has had a significant impact on American culture, and is
frequently credited with the "invention" of the modern image of Santa Claus as an
old man in red-and-white garments; however, while the company did in fact start
promoting this image in the 1930s in its winter advertising campaigns, it was
already common before that. In fact, Coca-Cola was not even the first soft drink
company to utilize the modern image 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.
In the 1970s, a song from a Coca-Cola commercial called "I'd Like to Teach the
World to Sing", produced by Billy Davis, became a popular hit single.

Coca-Cola has a policy of avoiding using children younger than the age of 12 in any
of its advertising. This decision was made as a result of a lawsuit from the

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beginning of the 20th century that alleged that Coke's caffeine content was
dangerous to children. However, in recent times, this has not stopped the
company from targeting young consumers. In addition, it has not been disclosed
in exact terms how safe Coke is for consumption by young children (or pregnant
mothers).

Coke's advertising has been rather pervasive, as one of Woodruff's stated goals
was to ensure that everyone on Earth drank Coca-Cola as their preferred
beverage. Advertising for Coke is now almost ubiquitous, especially in southern
areas of North America, such as Atlanta, where Coke was born.

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 of the day.

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

people participating in taste tests essentially demonstrating that: "Fifty percent of
the participants who said they preferred Coke actually chose the Pepsi".
Statisticians were quick to point out the problematic nature of a 50/50 result; that
most likely all this 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

33
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 5 years
with the company, Coca-Cola issued special Selena coke bottles.

In an attempt to broaden its portfolio, Coca-Cola purchased Columbia Pictures in

1982. Columbia provided subtle publicity through Coke product placements in
many of its films while under Coke's ownership. However, after a few early
successes, Columbia began to under-perform, and was dropped by the company
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).
Sponsorship of Sporting Events:
Coca-Cola was the first-ever 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. Since 1978 Coca-Cola is sponsoring
each FIFA World Cup and other competitions organized by FIFA. In fact, one of the
FIFA tournament trophy: 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 for the NASCAR Nextel Cup auto racing series
at Lowe's Motor Speedway in Charlotte, North Carolina. Coca-Cola has a long

34
history of sports marketing relationships, which over the years have included
Major League Baseball, the National Football League,
Criticisms

Main article: Criticism of Coca-Cola:

The Coca-Cola Company has been criticized for the alleged adverse health effects
of its flagship product. However, a common criticism of Coke based on its
allegedly toxic acidity levels has been found to be baseless by most researchers;
lawsuits based on these criticisms have been dismissed by several American
courts for this reason.

Most nutritionists advise that Coca-Cola and other soft drinks can be harmful if
consumed excessively, particularly to young children whose soft drink
consumption competes with, rather than complements, a balanced diet. Studies
have shown that regular soft drink users have a lower intake of calcium (which can
contribute to osteoporosis), magnesium, ascorbic acid, riboflavin, and vitamin A.
The drink has also aroused criticism for its use of caffeine, an addictive substance
which does not affect the products' taste.

Although numerous court cases have been filed against The Coca-Cola Company
since the 1920s, alleging that the acidity of the drink is dangerous, no evidence
corroborating this claim has been found. Under normal conditions, scientific
evidence indicates Coca-Cola's acidity causes no immediate harm. Like most other
colas, Coca-Cola contains phosphoric acid. One study has shown that this hastens
bone loss, contributing to illnesses such as osteoporosis.

35
There is also some concern regarding the usage of high fructose corn syrup in the
production of Coca-Cola. Since 1985 in the U.S., Coke has been made with high
fructose corn syrup, instead of sugar glucose or fructose, to reduce costs. This has
come under criticism because of concerns that the corn used to produce corn
syrup may come from genetically altered plants. Some nutritionists also caution
against consumption of high fructose corn syrup because of possible links to
obesity and diabetes.

In India, there exists a major controversy concerning pesticides and other harmful
chemicals in bottled products including Coca-Cola. In 2003, the Centre for Science
and Environment (CSE), a non-governmental organization in New Delhi, said
aerated waters produced by soft drinks manufacturers in India, including
multinational giants PepsiCo and Coca-Cola, contained toxins including lindane,
DDT, malathion and chlorpyrifos — pesticides that can contribute to cancer and a
breakdown of the immune system. Tested products included Coke, Pepsi, and
several other soft drinks, many produced by The Coca-Cola Company. CSE found
that the Indian produced Pepsi's soft drink products had 36 times the level of
pesticide residues permitted under European Union regulations; Coca-Cola's soft
drink was found to have 30 times the permitted amount. CSE said it had tested the
same products sold in the US and found no such residues. After the pesticide
allegations were made in 2003, Coca-Cola sales declined by 15%. In 2004, an
Indian parliamentary committee backed up CSE's findings, and a government-
appointed committee was tasked with developing the world's first pesticide
standards for soft drinks. The Coca-Cola Company has responded that its plants

36
filter water to remove potential contaminants and that its products are tested for
pesticides and must meet minimum health standards before they are distributed.
In the Indian state of Kerala, sale and production of Coca-Cola, along with other
soft drinks, was initially banned, before the High Court in Kerala overturned the
ban ruling that only the federal government can ban food products.

In 2006, the United States Food and Drug Administration responded to reports
that the carcinogen benzene was present in unhealthy levels in certain soft drinks
by conducting a survey of more than 100 soft drinks and other beverages. Based
on this limited survey, the FDA stated that it "believes that the results indicate
that benzene levels are not a safety concern for consumers."

History
One of the Coca-Cola Company's headquarters buildings in Atlanta, GA.
Pharmacist John Stith Pemberton invented a coca wine called Pemberton's French
Wine Coca in 1884. He was inspired by the formidable success of French Angelo
Mariani's coca wine, Vin Mariani. The following year, when Atlanta and Fulton
County passed Prohibition legislation, Pemberton began to develop a non-
alcoholic version of the French Wine Coca. He named it Coca-Cola, because it
included the stimulant coca leaves from South America and was flavored using
kola nuts, a source of caffeine. Pemberton ran the first advertisement for the
beverage on May 29 that year in the Atlanta Journal. In 1887, while suffering from
an ongoing addiction to morphine, Pemberton sold a stake in his company to Asa
Griggs Candler, who incorporated it as the Coca Cola Corporation in 1888. In the
same year, Pemberton sold the rights a second time to three more businessmen:

37
J.C. Mayfield, A.O. Murphy, and E.H. Blood worth. Meanwhile, Pemberton's
alcoholic son Charley Pemberton began selling his own version of the product.
Three versions of Coca-Cola — sold by three separate businesses — were on the
market. In 1899 Candler sold the exclusive rights, for $1 (USD) to bottle Coca-Cola
in most of the United States to two entrepreneurs from Chattarnooga, TN,
Benjamin Thomas and Joseph B. Whitehead who subsequently founded the Coca-
Cola Bottling Company In 1919 Candler sold his company to Atlanta banker Ernest
Woodruff.

According to the 2005 Annual Report, the company sells beverage products in
more than 200 countries. The report further states that of the more than 50
billion beverage servings of all types consumed worldwide every day, beverages
bearing the trademarks owned by or licensed to Coca-Cola account for
approximately 1.3 billion. Of these, beverages bearing the trademark "Coca-Cola"
or "Coke" accounted for approximately 55% of the Company's total gallon sales.

Also according to the 2005 Annual Report, Coca-Cola had gallon sales distributed
as follows:
27% in the United States
27% in Mexico, Brazil, Japan and China
46% in spread throughout the world Bottlers

In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or
produce) syrup concentrate which is then sold to various bottlers throughout the
world who hold a Coca-Cola franchise. Coca-Cola bottlers, who hold territorially

38
exclusive contracts with the company, produce finished product in cans and
bottles from the concentrate in combination with filtered water and sweeteners.
The bottlers then sell, distribute and merchandise the resulting Coca-Cola product
to retail stores, vending machines, restaurants and food service distributors.

One notable exception to this general relationship between TCCC and bottlers is
fountain syrups in the United States, where TCCC bypasses bottlers and is
responsible for the manufacture and sale of fountain syrups directly to authorized
fountain wholesalers and some fountain retailers.
In 2005, Coca-Cola had equity positions in 51 unconsolidated bottling, canning
and distribution operations which produced approximately 58% of volume.
Significant investees include:

36% of Coca-Cola Enterprises which produces (by population) for 78% of USA, 98%
of Canada and 100% of Great Britain (but not Northern Ireland), continental
France and the Netherlands, Luxembourg, Belgium and Monaco.

40% of Coca-Cola FEMSA, S.A. de C.V. which produces (by population) for 48% of
Mexico, 16% of Brazil, 98% of Colombia, 47% of Guatemala, 100% of Costa Rica,
Nicaragua, Panama and Venezuela, and 30% of Argentina.

24% of Coca-Cola Hellenic Bottling Company S.A. which produces (by population)
for 67% of Italy and 100% of Armenia, Austria, Belarus, Bosnia-Herzegovina,
Bulgaria, Croatia, the Czech Republic, Estonia, Greece, Hungary, Latvia, Lithuania,

39
Macedonia, Moldova, Nigeria, Northern Ireland, Poland, Rep. of Ireland, Romania,
Russia, Serbia and Montenegro, Slovakia, Slovenia, Switzerland and Ukraine.

34% of Coca-Cola Amatil which produces (by population) for 98% of Indonesia and
100% of Australia, Indonesia, New Zealand, South Korea, Fiji and Papua New
Guinea.

Products and brands:

Diet Coke was introduced in 1982 to offer an alternative to dieters worried about
the high number of calories present in Classic Coke.
Main article: Coca-Cola brands
The Coca-Cola Company offers nearly 400 brands in over 200 countries, besides its
namesake Coca-Cola beverage. This includes other varieties of Coca-Cola such as
Diet Coke (introduced in 1982), which uses aspartame, a synthetic phenylalanine-
based sweetener, to eliminate the sugar content of the drink; Caffeine-free Coke;
Cherry Coke (1985); Diet Cherry Coke (1986); Coke with Lemon (2001); Diet Coke
with Lemon (2001); Vanilla Coke (2002); Diet Vanilla Coke (2002); Coca-Cola C2
(2004); Coke with Lime (2004); Diet Coke with Lime (2004); Diet Coke with
Splenda (2005), Coca-Cola Zero (2005), Coca-Cola Black Cherry Vanilla (2006), Diet
Coca-Cola Black Cherry Vanilla (2006), and Coca-Cola.

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Information on brands of coca-cola:
Coca-cola
The world's favorite drink. The world's 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-Cola's advertising
campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had
entered the youth's vocabulary. In 2002, Coca-Cola launched the campaign
"Thanda Matlab Coca-Cola" which sky-rocketed the brand to make it India's
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.

41
Coca-Cola had signed on various celebrities including movie stars such as
Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities
like Vijay in the past and today, its brand ambassadors are Aamir Khan, Aishwarya
Rai, Vivek Oberoi and cricketer Virendra Sehwag.
Fanta
Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is seen as
one of the favorite drinks since 1940's. 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.
Georgia
In the company's journey towards the vision 'leading the beverage revolution in
India', now even Garam matlab Coca-Cola…. A hot new launch from Coca-Cola
India.

Georgia, quality tea and coffee served from state of the art vending machines is
positioned to tap into the nation’s biggest beverage category.

Georgia, which promises a great tasting, consistent, hygienic and affordable cuppa
is available in a range of sizzling flavours, adrak, elaichi, masala and plain tea
cappuccino, mochaccino and regular coffee.

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Georgia aims to become the consumers preferred choice of hot beverage when he
is on the go; the brand is well on course to achieving its vision

While Georgia is a mass market offering, Georgia Gold is the premium brand
which caters to the connoisseur. Made from freshly roasted and ground coffee
beans, Georgia Gold is delicious tasting aroma with the tantalizing aroma of fresh
coffee. Currently available exclusively at McDonald’s outlets across the country
Georgia Gold has driven coffee sales through the roof. The success of hot
beverages from Georgia Gold has resulted in extension into the cold category,
with the introduction of Ice Tea and Cold Coffee
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 sub-continent.

Kinley water understands 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 we introduced Kinley with reverse-osmosis along with the latest
technology to ensure the purity of our product. That's why we go through rigorous
testing procedures at each and every location where Kinley is produced.

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Because we believe that right to pure, safe drinking water is fundamental. A
universal need that cannot be left to chance

Sprite
Worldwide Sprite is ranked as the No. 4 soft drink.

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

In India, Sprite was launched in year 1999 & todayit 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 refreshing taste
encourages the today's youth to trust their instincts, influence them to be true to
who they are and to obey their thirst.
Limca
Lime n' lemony 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 flavor soft drink in the country.

The success formula? The sharp fizz and lemony bite combined with the single
minded positioning of the brand as the ultimate refresher has continuously

44
strengthened the brand franchise. Limca energizes refreshes and transforms. Dive
into the zingy refreshment of Limca and walk away a new person...
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
"Botal mein Aam, Maaza hain Naam". Consumers regard Maaza as wholesome,
the current advertising of Maaza positions it 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 existing equity of the brand and delivers a
relevant emotional benefit to the moms rightly captured in the tagline "Yaari Dosti
Taaza Maaza"
Thums up
Strong Cola Taste, Exciting Personality
Thums Up is a leading carbonated soft drink and most trusted brand in India.
Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company
in 1993 Thums Up is known for its strong, fizzy taste and its confident, mature
and uniquely masculine attitude. This brand clearly seeks to separate the men
from the boys
Product Safety & Quality
The global nature of our business requires that the Coca-Cola System uphold the
highest standards and processes for ensuring consistent product safety and

45
quality - from our concentrate production to our bottling and product delivery. We
measure key product and package quality attributes to ensure our beverage
products in the marketplace meet The Coca-Cola Company's requirements and
consumer expectations. Consistency and reliability are critical to our product
quality and to meeting global regulatory requirements and The Coca-Cola
Company's standards.

All our products are manufactured in sites independently certified according to

internationally recognized food safety management standards. Coca-Cola India
has complied with all laws and regulations concerning the provision and use of
our products and we take measures to ensure that compliance continues in the
future too.

Our food safety commitment includes the following focus areas:

1. Risk Assessment and Mitigation: To implement food safety programs in

manufacturing, warehousing and distribution facilities.

2. Supplier Management: To ensure safety of raw materials, ingredients and

packaging.

3. Regulatory Compliance: To guarantee consistent execution of our policies

from our suppliers, our co-packers, our customers and our bottling and
distribution partners.

46
Continual Improvement across our global system to provide proactive
identification and effective management of food safety risks associated with
products, processes, and technologies.

Nutrition Levels
A nutritionally balanced diet, along with regular physical activity, is essential for
maintaining good health. All foods and beverages can fit into a healthy, balanced
diet when consumed in appropriate portions and with appropriate frequency. The
Coca-Cola Company and Coca-Cola India cares about its consumers and is
committed to providing a variety of beverage products, complete with factual,
meaningful and understandable nutrition information that motivates and
empowers consumers to make informed dietary choices.
We have made great strides in expanding the level of nutritional information on
our packaging, offering consumers factual and meaningful information about our
beverage products to assist them in their beverage selections. Our policy is to
place nutritional information on all of our labels, where feasible. Where this is not
possible, for example on recyclable glass bottles, we provide nutritional
information via other means such as Company websites.
We follow nutrition labeling requirements in the countries where our products are
sold, and in many places, we exceed these requirements. The type and amount of
information is a reflection of local regulations and consumer interest. At a
minimum, our labels provide the beverage product's amount of energy
(kilocalories, calories, kilojoules), protein, carbohydrate, fat, total sugars, and
sodium, as well as any nutrient for which a nutrition or health claim is made.

47
We participate in nationally tailored nutrition labeling programs in many regions
and countries, including Australia, the European Union, Latin America and the
United States.
Nutrition Facts & Information on Packaging
We provide ingredient information and nutrition labeling to meet local
regulations. In line with changing expectations and consumer and customer
needs, we are voluntarily expanding our packaging activities as indicated in the
following examples:
• Australia – In 2007, we began providing per-serving caloric information on the
front of product labels in Australia as part of a collaborative, industry-wide
initiative and based on consultation with stakeholders and consumer groups. We
now have kilojoule information on the front of product labels in Australia.
• United States – In 2007, Coca-Cola joined the industry in providing caffeine
content in addition to the other detailed nutritional information already on
packaging in the United States. In 2008, Coca-Cola announced plans to place
calories-per-serving and servings-per-container information on the front of all
packages for its entire U.S. beverage portfolio. Read the news release to learn
more. In 2009, Coca-Cola began rolling-out new packaging with front-of-pack
calorie information.
• Europe – In Europe, we are committed to on-package Guideline Daily Amount
(GDA) labeling designed to give consumers meaningful, consistent and
transparent nutritional information. In addition, we have committed to putting the
number of calories per serving on the front of all packaging, along with the
percentage the calories represent of total recommended daily calorie
consumption. On the back of packaging, we provide nutritional information for

48
calories, sugars, total fat, sodium and fiber per serving size and per 100 mL. We
have GDA nutrition labeling on all our packages in Europe.
• In 2009, The Coca-Cola Company announced its worldwide commitment to
place energy information on the front of nearly all products and packages by
2011. We are now rolling out front-of-pack energy labeling in Mexico and the
United States.

Career at Coca-Cola:
Every person who drinks a Coca-Cola enjoys a moment of refreshment - and
shares in an experience that millions of others have savored. And all of those
individual experiences combined have created worldwide phenomenon.

The Secret of Formula:

Commitment, tempered by Passion and seasoned with a great deal of Fun is the
Coke way of life. Drawing upon our collective energies, this Secret Formula drives
us to achieve greater results collaboratively and thoroughly enjoy ourselves while
doing it! The pace, energy and passion of our people constitute the invisible glue
that make us one of the most sought after workplaces.
Participative Leadership:
Right from our interactions in the market, our Business Planning and our Brand
launches, to our Employee Engagement Programs, our Values Agenda, and
employee processes, every system is available for continuous improvement. A
learning atmosphere, enabled by our Manifesto for Growth, helps us seek and
replicate the learning’s from within and outside our organization. Our Engagement
programs enable us to examine, validate and improve ourselves, constantly. Our

49
colleagues involve themselves in our opportunities for participative leadership
volunteering for work groups that assist decision-making in critical processes.

CAMPUS RECRUITMENTS:
A taste of summer the Coca-Cola Summer Trainee Program is designed to facilitate
the professional development of young talent and identify talented culture-fit
employees for the company's Management Trainee program. The Summer Trainee
program provides a learning of the vagaries and complexities of our business
'from the ground up'. With value-creating live projects, the intern begins
appreciating the intricacies of his or her function and the impact that it has on
business.

The quality and content of projects provides an opportunity to complement your

classroom learning with hands-on experience.
The Coca-Cola Management Trainee Program is the first step towards developing
business general managers. A structured assessment process at some of the
country's premier business schools ensures that we hire the right talent to groom
them into senior management positions. A cross-functional training program
spread over six months across the country builds an appreciation of the
complexity of the business as well as help you understand the its interlink ages.
The learning experience is also spiced up with value-creating projects in the
functional stints. Ground learning’s are further consolidated with structured
classroom sessions from the field managers themselves and a Community
Development stint helps the leaders of tomorrow to relate to their environment
and reaffirms our commitment to the communities that we work in.

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Women Operations Trainees Program:
The WOTES program is based on the Company philosophy that reemphasizes
Equal Opportunity and Meritocracy as a core value of the Company’s operations.
The program not only aims to grow the business in sync with the Company’s
diverse community and consumer base but also intends to engage confident
educated Indian women to be an integral part of our organization.

The WOTES or Women Operations Trainees Program is a focused Sales Training

program for Women executives who will supplement the sales force in Frontline
Sales. Spanning six-months the program consists of a three-month introduction to
Sales the Coke way, followed by three months of on-the-job training at their
prospective locations. The program imparts invaluable learning and an exposure
to on-ground market conditions. At the end of the training, the WOTES will join
the field force managing the sales operations across the country.

We are guided by the shared values that guide us a Company and as individuals:

Leadership ‘The courage to shape a better future’

Passion ‘Committed in heart and mind’
Integrity ‘Be real’
Accountability ‘If it is to be, it’s up to me
Collaboration ‘Leverage collective genius’
Innovation ‘Seek, imagine, create, delight’
Quality ‘What we do, we do well’

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Respecting Ideals We Have Grown With Coca-Cola treasures its people as the
most valuable asset, and assert with pride the role its human resources have
played in establishing a consistent set of ideals. The Company attributes its
unabated growth momentum worldwide to the disciplined approach of its
manpower, and promises to reward its employees by respecting these ideals to
sustain its long-term growth plans, no matter how much the world and business
structures undergo changes.

Integrity Is Our Key Ingredient Of Success we believe our success primarily hinges
on integrity, and hence, our absolute thrust is on ensuring quality control for each
and every of our products, acting with a strong sense of accountability in
everything we do.
Integrating Our Global Brand With Local Perspectives:
Our people have always acknowledged that building and nurturing relationships
with people and the world around us is an essential part of our work. No matter
how big or complex our business becomes, we recognize the need to demonstrate
complete respect for each other. As the world becomes more and more
interconnected, yet more firmly rooted in local pride, identification of our
interdependence with our stakeholders becomes even more essential. As we have
expanded over the decades, our company has benefited from the various cultural
insights and perspectives of the societies in which we do business.

A large part of our relationship with the world around us is our relationship with
the physical world. While we have always sought to be sensitive to the

52
environment, we must use our significant resources and capabilities to provide
active leadership on environmental issues, particularly those relevant to our
businesses.

Much of our future success will depend on our ability to develop a worldwide
team that is rich in its diversity of thinking, perspectives, backgrounds and culture.
Coca-Cola is the world's most inclusive brand, and Coca-Cola must also be the
world's most inclusive company

Corporate response:
The Coca-Cola Company believes our business has always been based on the trust
consumers everywhere place in us—trust that is earned by what we do as a
corporate citizen and by our ability to live our values as a commercial enterprise.
There is much in our world to celebrate, refresh, strengthen and protect. Through
our actions as local citizens, we strive every day to refresh the marketplace, enrich
the workplace, preserve the environment and strengthen our communities.

At the heart of our business is the trust consumers place in us. They rightly expect
that we are managing our business according to sound ethical principles, that we
are enhancing the health of our communities, and that we are using natural
resources responsibly.

Media:
Touching lives of a few more Fisherman- closer to 2nd anniversary of Tsunami
Coca-Cola India Dedicates New Dockyard and Marketing Centre to Cuddlier Fishing

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Community Continuing its long-standing and ongoing support to communities
affected by Tsunami in Tamil Nadu, Coca-Cola India and Brindavan Beverage Pvt.
Ltd and to realize their common vision to strengthen the communities, dedicated
a boat dockyard and a large Marketing Centre to the fishing community in
Pudhukuppam, situated 25 kms from Cuddalore in Tamilnadu. This was done by
organizing a large community mobilization camp on November 26, 2006 in
presence of hundreds of members of community, District Collector,
representatives of our partner NGO- AFPRO and other dignitaries. The Dockyard
facility aims to create new economic opportunities for the fishing families in
Pudhukuppam. While the dockyard will ensure that the boats will not get
impacted during disasters and the marketing centre ensures that the fishermen
get good price right at their doorstep. Earlier, Coca-Cola had provided fiber
motorized boats and fishing nets to a group of 80 fishermen in adjoining village in
the same area. The district collector Sh. Gagandeep Singh Bedi, present
at the occasion, commended Coca-Cola’s effort for such a unique project post
Tsunami, which will touch the lives of the poorest of the fisherman. Sh Bedi
highlighted that the project is unique as not only it is first Dock Yard coming up
post Tsunami but that the marketing centre will help touch lives of even the
smallest of the fisherman.

The boat dockyard and marketing center together are expected to considerably
ease the burden of storage, transportation and sale of the catch for approximately
3000 fishing families that live in the surrounding area.

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Speaking on the occasion the Panchayat President said that, “This initiative by
Coca-Cola India and Action for Food Production (AFPRO) to bring about a renewed
economic change is heartily welcome. The new boat dockyard would enable the
fishermen to dock their boats safely and the proximity of the dockyard to the
main market and the road will ease the burden of transportation, preservation
and disposal of the catch”. He added that such corporate contributions are the
only way the region’s fishing community – recently affected by the disastrous
tsunami – will regain economic stability. With the financial investment from Coca-
Cola India, the dockyard is built with technical support from Action for Food
Production (AFPRO), a socio-technical non-governmental organization working for
the development of the rural poor through effective natural resource
management solutions. The new dockyard has been constructed at a convenient
location further inland on the backwaters and away from the coast so that boats
can be safely anchored and can be protected from any natural calamity like
tsunamis or storms that frequent the region. The dockyard is situated close to the
main road that is used by fishermen to transport their catch and also offers
proximity to the main market. At Coca-Cola India, we are committed to undertake
a whole range of initiatives aimed at improving the livelihood of people around us.

Quality Is Our Highest Business Objective:

The Coca-Cola Company exists to benefit and refresh everyone it touches. For us,
Quality is more than just something we taste or see or measure. It shows in our
every action. We relentlessly strive to exceed the world's ever-changing
expectations because keeping our Quality promise in the marketplace is our

55
highest business objective and our enduring obligation. Consumers across the
globe choose our brand of refreshment more than a billion times every day
because Coca-Cola is...
The Symbol of Quality
Customer and Consumer Satisfaction
A Responsible Citizen of the World

DATA ANALYSIS FINIDINGS

DATA ANALYSIS FINDINGS

1) Which brand sales are more in the juice segment in your retail out let?

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Brands Responses In Percentage
Maaza 75 63
Fruity 24 20
Slice 6 5
Appy 15 12

Graph:

Statistics:
From the above table 63% of the retailers are selling Maaza brand, and 24% of fruity and 5 % of
slice and 12% of Appy are being sold in the 120 retails outlets on the average

Inference:

From the above table we can see Maaza brand has highest brand loyalty and sales. i.e., 63 % of
the retailers have no problem in selling Maaza brand.
2) Which size is mostly preferred in maaza?

Sizes Respondents In Percentage

RGB 72 60
Tetra 18 15
Pet Bottles 30 25

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  Graph :

Statistics:

In the above table 60% of the retailers Prefer RGB Size, 15 % of Tetra Packing and 25 % of Pet
bottles in Maaza brand are preferred by the retailers

Inference:
From the above table we can see that RGB is the highest preferred brand by most of the retailers

3) Which Brand is mostly preferred in Tetra Pack?

Brands Respondents In Percentages

Maaza 60 50
Fruity 42 35
Appy 18 15
Graph:

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Statistics:
In the above table 50% of the retailers Prefer Maaza, 35 % prefer Fruity and 15 % perere Appy in
Tetra Pack.

Inference:
From the above table we can see that most of the retailers preferred Maaza.brand in Tetra
packing

4) Which Brand is mostly preferred in Pet Bottles?

Brands Respondents In Percentages

Maaza 66 55
Fruity 36 30
Slice 6 5
Appy 12 10

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Graph:

Statistics:
In the above table 55% of the retailers Prefer Maaza, 30 % prefer Fruity and 5 % prefer Slice and
10% Appy in Pet Bottles.

Inference:
From the above table we can see that among Pet Bottles the most preferred brand by retailers is
Maaza.

5) Which Brand is mostly preferred in RGB Size?

Brands Respondents In Percentages

Maaza 102 85
Slice 18 15

Graph

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Statistics:
In the above table 85% of the retailers Prefer Maaza, 15 % prefer Slice in RGB Bottles.

Inference:
From the above table we can see that the maaza brand is most preferred by the retailers in RGB
bottles.

6) Table showing the figures in years about the selling of Maaza?

No. of years selling Maaza No. Percentage%

6 months 15 15%
1 year 19 19%
2 years 24 24%
More than two year’s 42 42%

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  Graph :

Statistics:
In the above table 42% of the retailers are selling Maaza brand from more than 2 years, and 24%
from 2years and 19% from 1 year, and 15% from 6 months.
Inference:
From the above table we can see Maaza brand addiction and brand loyalty. i.e., 42% of the
retailers have long association in selling the maaza brand.

7) Table showing the distribution of Maaza?

Distributor visit to
retailer No. Percentage %

One time 5 5%
Two time 5 5%
Three times 23 23%

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Four times 0 0%
Daily 67 67%

 Graph :

Inference:
Above table shows that 67% of the retailers say that distributors come daily, 23% say that they
come three times in a week and 5% say one time, two times in a week respectively.

This shows that the distribution level of the Coca-Cola Company in twin cities is good and
94%the retailers are satisfied by the distribution of Coca-Cola.

8) Table showing that, which fruit drink supply is good in distribution.

Brands No. Percentage%

Maaza 75 70%
Frooti 17 12%
Slice 9 4%
Appy 19 14%

 Graph :

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Inference:
Above table shows that 70% of the retailers say that distributors come daily. And they are
satisfied in distribution of Maaza. 12% say that they are satisfied with Frooti, and 3% say that
slice is good in distribution. And 14% retailers say that, Appy is good in distribution.
This shows that the distribution level of the Coca-Cola Company in twin cities is good and
70%the retailers are satisfied by the distribution of Coca-Cola.

9) Table showing the distributors communication about schemes with the retailers?

Yes 61 61%

No 39 39%

 Graph :

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Inference:

Table shows that 61% of the distributors communicate the schemes of the company and 39%
doesn’t. This shows the Coca-Cola has bad communication with retailers. About the schemes of
Maaza tetra- pack.

10) Table showing that, why the retailer does not prefer Maaza.

Reason Respondents Percentage %

Packaging is not good 10 8.10 %
Price is high 33 27.02 %
Taste is not good 33 27.02 %
Retailer margin 25 21.62 %
Advertisement 19 16.21 %
Graph:

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Inference:
From the analysis the retailers who do not prefer maaza is due to high price and low retailers
margin. Necessary steps have to be take to guide the retails that the price is not that high
compared to the competitive products

11) Table showing that design and style of Maaza pack

Very attractive 12 12%

Medium 76 76%

Unattractive 12 12%

Very un attractive 0 0%

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 Graph:

Inference:

The above table shows that 76% of the retailers are said that the design and style of Maaza tetra-
pack is medium. And 12% of the retailers said design is very attractive. And 12% of retailers said
that it is UN attractive. By observing the above table we can know that, the style and design of
Maaza tetra-pack is not satisfied by the retailers.

12) Table showing retailers view to increase the sales of Maaza tetra-pack.

Distribution services 6 4%
Trade schemes / Promotional offers 76 70%
More advertisement hoardings. 6 4%
Telecast of ads in TV media 8 5%
Change in flavor 8 5%

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 Other’s (packing, display boards,
16 12%
etc.,)

Graph:

Statistics:
From the above table we can see that 70% is for the promotional offers, the next big thing is for
the Display boards & packing with 12%, then goes to more advertisement in TV media. With
5%. And 5% is for change in flavor. And advertisement hoarding with 4%.

Inference:
From the above table we can say that, to increase the sales of the Maaza tetra-pack, They should
go with the promotional offers to the retailers, and by giving display boards, and by telecasting
of ads on TV is the next best option and we can even go for the advertisement hoarding no the
road side is the economical option.

SUGGESTIONS
1. The company should improve the existing sales promotion scheme and introduce

new and attractive ones.

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 2. The company should try to concentrate on advertising and should try to increasing

the awareness among consumer build brand image through it.

3. The company should improve the design, style and packaging because retailers are

looking at the physical structure of the products.

4. The company should concentrate on the quality, service.

5. Company should concentrate on the distribution of the product.

6. Coca-cola should concentrate on the pull strategy rather than push strategy.

7. Coca-cola should increase the banners and hoardings out side the public areas.

8. The company should also introduce more new flavors

CONCLUSION
In the present competitive world the success of the company depends on satisfying the
customers as well as channel members. This is the area of retail business and to win the
race and be on the top companies are out performing by spending more on trade

69
promotions. The channel members play a key role in increasing the sales of FMCG
products. So the company has to pay more attention on distribution, promotion and
availability of brand to win sales in the market.

The study concludes that the Brindavan Beverages Pvt. Ltd has to strengthen its product line by
introducing new flavors and new sizes. It also has to increase the stock holding and availability
of cock brands through motivating channel members by offering attractive schemes and
incentives.

FINDINGS
 By doing this study we come to the conclusion that most of the retailers sell both
maaza tetra pack and maaza bottles.
 According to the study most of the retailers are loyal to the brands of coca-cola.

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 A few retailers are not satisfied with the distribution of coca-cola.
 Some of the retailers are not satisfied with the packaging of the some coca-cola
brands.
 According to the study maaza holds good brand image, brand awareness and
average market share in fruit drink category from the study we can conclude that
retailers are showing interest to stock and sell maaza but the company has to
improve its margin, distribution, promotional strategies, brand building, brand
awareness and brand image for some of the products to improve the its market
share.
 By this study we can say that maaza holds around 30% of the market share in fruit
drink segment.
 Coca-cola should consider and formulate some strategies in order to reduce the
market share of other domestic and international water and soda brands.
 Coca-cola should concentrate on distribution of the brand.
 According to the study the retailers want promotional offers to promote and
increase the market share of maaza tetra pack.

QUESTIONNAIRE
SURVEY QUESTIONNAIRE

MARKET STUDY OF MANGO JUICEA

BRINDAVAN BEVERAGES PRIVATE LTD. BAREILLY

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Name of the retailers :
Area :
Address :

1) Which brand sales are more in the juice segment in your retail out let?

a) Maaza ( )
b) Fruity ( )
c) Slice ( )
d) Appy ( )

2) Which size is mostly preferred in maaza?

a) RGB Bottles ( )
b) Tetra pack ( )
c) Pet bottles ( )

3) Which Brand is mostly preferred in Tetra Pack?

a) Maaza ( )
b) Fruity ( )
c) Appy ( )

4) Which Brand is mostly preferred in Pet Bottles?

a) Maaza ( )
b) Fruity ( )
c) Slice ( )
d) Appy ( )

5) Which Brand is mostly preferred in RGB Size?

a) Maaza ( )
b) Slice ( )

6) When the sales target of Maaza was achieved?

a) six months ( )
b) one year ( )

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 c) two years ( )
d) More than two years ( )

7) Distribution of Maaza?

a) One time ( )
b) Two times ( )
c) Three times ( )
d) Daily ( )

8) Which fruit drink supply is good in distribution?

a) Maaza ( )
b) Fruity ( )
c) Slice ( )
d) Appy ( )

9) Is there any distributor’s communication with the retailers?

a) Yes ( )
b) No ( )

10) Why the retailer does not prefer Maaza?

a) Packaging is not good ( )

b) Price is high ( )
c) Taste is not good ( )
d) Retailer margin ( )

11) How was the design and style of Maaza pack?

a) Very attractive ( )
b) Attractive ( )
c) Un Attractive ( )
d) Very Un Attractive ( )

12) Retailers view to increase the sales of Maaza tetra-pack.?

a) Distribution Service ( )
b) Trade schemes and Promotional offers ( )
c) More advertisement hoardings ( )
d) Change in flavour ( )

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 BIBLIOGRAPHY

Principles of Marketing Philip Kotler

Marketing Research G.C.Berry

74
Marketing Management Kotler

www.coca-colaindia.com

www.google.com

www.coca-cola.com

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