Coca-Cola India Pvt. Ltd.

COC
A
-
COLA

JITENDRA SANGLE
 Coca-Cola India Pvt. Ltd.

Coca-cola India Pvt. Ltd.

INTRODUCTION
Coca-Cola, the corporation nourishing the global community with the
world’s largest selling soft drink concentrates since 1886, returned to
India in 1993 after a 16 year hiatus, giving new thumbs up to the Indian
soft drink market. In the same year, the Company took over ownership
of the nation’s top soft-drink brand and bottling network. It’s no wonder our brands have
assumed an iconic status in the minds of the world’s consumers.

The Coca-Cola Company is the world's largest beverage company, largest manufacturer,
distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is
one of the largest corporations in the United States. The company is best known for its flagship
product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola
formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola
Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more
than 400 brands in over 200 countries or territories and serves 1.6 billion servings each day.[5]

The company operates a franchised distribution system dating from 1889 where The Coca-Cola
Company only produces syrup concentrate which is then sold to various bottlers throughout the
world who hold an exclusive territory.

The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE
and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell 1000 Growth Stock
Index. Its current chairman and CEO is Muhtar Kent.

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 Coca-Cola India Pvt. Ltd.

HISTORY

The Coca-Cola Company was originally established as the J. S. Pemberton Medicine Company,
a co-partnership between Dr. John Stith Pemberton and Ed Holland. The company was formed to
sell three main products: Pemberton's French Wine Cola (later known as Coca Cola),
Pemberton's Indian Queen Hair Dye, and Pemberton's Globe Flower Cough Syrup. In 1884, the
company became a stock company and the name was changed to Pemberton Chemical Company.
The new president was D. D. Doe while Ed Holland became the new Vice-President.Pemberton
stayed on as the superintendent. The company's factory was located at No. 107, Marietta St.
Three years later, the company was again changed to Pemberton Medicine Company, another co-
partnership, this time between Pemberton, A. O. Murphy, E. H. Blood worth, and J. C. Mayfield

Finally in October 1888, the company received a charter with an authorized capital of
$50,000.The charter became official on January 15, 1889. By this time, the company had
expanded its offerings to include Pemberton's Orange and Lemon Elixir.

FOCUS AREA:

Production:

Processes and methods employed in transformation of tangible inputs (raw materials, semi-
finished goods, or subassemblies) and intangible inputs (ideas, information, know how) into
goods or services. To study the production activity carried out in the plant.

TYPE OF PRODUCTION:

Mass production:

Mass production is the name given to the method of producing goods in large quantities at low
cost per unit. But mass production, although allowing lower prices, does not have to mean low-
quality production. Instead, mass-produced goods are standardized by means of precision-
manufactured, interchangeable parts. The mass production process itself is characterized by
mechanization to achieve high volume, elaborate organization of materials flow through various
stages of manufacturing, careful supervision of quality standards, and minute division of labour.

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 Coca-Cola India Pvt. Ltd.

To make it worthwhile, mass production requires mass consumption. Until relatively recent
times the only large-scale demand for standardized, uniform products came from military
organizations. The major experiments that eventually led to mass production were first
performed under the aegis of the military.

PLANT LAYOUT:

Efficient production depends on how well the machinery, production facilities and employee
amenities are placed and located in the plant. The adequacy of layout affects the effectiveness of
subsequent operations.

A good layout in a plant will ensure smooth and rapid movement of material from the stage of
raw material to the end product stage. The grouping of equipment and operations in a factory for
the greatest degree of efficiency is called Plant Layout. It can also be defined as the location of
machinery, tools and support system properly organized in a manufacturing facility resulting in
an efficient flow of product.

A good layout results in comforts, convenience, safety, efficiency, compactness and profits. A
poor layout results in congestion, waste, frustration and inefficiency.

FRANCHISED PRODUCTION MODEL

The actual production and distribution of Coca-Cola follows a franchising model. The Coca-Cola
Company only produces a syrup concentrate, which it sells to bottlers throughout the world, who
hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the final
drink by mixing the syrup with filtered water and sweeteners, and then carbonate it before
putting it in cans and bottles, which the bottlers then sell and distribute to retail stores, vending
machines, restaurants and food service distributors.

The Coca-Cola Company owns minority shares in some of its largest franchises, like Coca-Cola
Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company (CCHBC) and Coca-Cola
FEMSA, but fully independent bottlers produce almost half of the volume sold in the world.
Independent bottlers are allowed to sweeten the drink according to local tastes.

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 Coca-Cola India Pvt. Ltd.

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

AUTOMATIC PET BLOW MOULDING MACHINE

SPSB Series of Two Stage PET Blow Moulding Machine

SHYAM PLASTIC MACHINERY manufactures

excellent quality Automatic PET Blow Moulding
Machines for PET bottle production. Our
Automatic PET Blow Moulding Machines have
wider wide-mouth capability, faster production
rates, and shorter changeover times. Also have
features such as preferential heating or heat-setting capability. Our Two stage Plastic PET
machines can make bottles from round to flat bottle styles. With our two stage Automatic PET
Blow Molding Machines you can produce various different shaped PET containers, such as
mineral water bottle, beverage bottle, cosmetics bottle, medicine bottle, pesticide bottle, edible
oil bottle, milk bottle, Juice bottle and many more types of Plastic PET Bottles.

Low labor consumption, high output, uniform bottle

quality, easy and safe operation, and short changeover
times make this system very efficient to operate, are the
main features of our plastic machine range to meet the
needs of various applications. It comes with one or two
cavities and makes bottles or jars up to 5L at rates
around 1200 bottles/hr. Controlled by PLC, the whole process from perform feeding to bottle
discharging is complete automatically, with advantages of labor saving.

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 Coca-Cola India Pvt. Ltd.

MARKETING
MARKETING RESEARCH-

Marketing research involves conducting research to support marketing activities, and the
statistical interpretation of data into information. This information is then used by managers to
plan marketing activities, gauge the nature of a firm's marketing environment and attain
information from suppliers. Marketing researchers use statistical methods such as quantitative
research, qualitative research, hypothesis tests, Chi-squared tests, linear regression, correlations,
frequency distributions, poisson distributions, binomial distributions, etc. to interpret their
findings and convert data into information. The marketing research process spans a number of
stages including the definition of a problem, development of a research plan, collecting and
interpretation of data and disseminating information formally in form of a report. The task of
marketing research is to provide management with relevant, accurate, reliable, valid, and current
information.

FOUR P’s OF MARKETING-

A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which has seen wide
use. The four Ps concept is explained in most marketing textbooks and classes.

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 Coca-Cola India Pvt. Ltd.

Elements of the marketing mix are often referred to as

'the

Product Price

MARKETING

Promotion
Place

four Ps':

• Product - A tangible object or an intangible service that is mass produced or manufactured on a

large scale with a specific volume of units. Intangible products are service based like the tourism
industry & the hotel industry or codes-based products like cell phone load and credits. Typical

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examples of a mass produced tangible object are the motor car and the disposable razor. A less
obvious but ubiquitous mass produced service is a computer operating system.
• Price – The price is the amount a customer pays for the product. It is determined by a number of
factors including market share, competition, material costs, product identity and the customer's
perceived value of the product. The business may increase or decrease the price of product if
other stores have the same product.
• Place – Place represents the location where a product can be purchased. It is often referred to as
the distribution channel. It can include any physical store as well as virtual stores on the Internet.
• Promotion- represents all of the communications that a marketer may use in the marketplace.
Promotion has four distinct elements - advertising, public relations, word of mouth and point of
sale. A certain amount of crossover occurs when promotion uses the four principal elements
together, which is common in film promotion. Advertising covers any communication that is paid
for, from cinema commercials, radio and Internet adverts through print media and billboards.
Public relations are where the communication is not directly paid for and includes press releases,
sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is
any apparently informal communication about the product by ordinary individuals, satisfied
customers or people specifically engaged to create word of mouth momentum. Sales staff often
plays an important role in word of mouth and Public Relations.

Coca-Cola's advertising has significantly affected American culture, and it is frequently credited
with inventing the modern image of Santa Claus as an old man in a red-and-white suit. Although
the company did start using the red-and-white Santa image in the 1930s, with its winter Coca-
Cola was not even the first soft drink company to use the modern image of Santa Claus in its
advertising: White Rock Beverages used Santa in advertisements for its ginger ale in 1923, after
first using him to sell mineral water in 1915.

Before Santa Claus, Coca-Cola relied on images of smartly-dressed young women to sell its
beverages. Coca-Cola's first such advertisement appeared in 1895, featuring the young Bostonian
actress Hilda Clark as its spokeswoman.

1941 saw the first use of the nickname "Coke" as an official trademark for the product, with a
series of advertisements informing consumers that "Coke means Coca-Cola".

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 Coca-Cola India Pvt. Ltd.

In 1971, a song from a Coca-Cola commercial called "I'd like to teach the World to sing,"
produced by Billy Davis, became a hit single.

Coke's advertising is pervasive, as one of Woodruff's stated goals was to ensure that everyone on
Earth drank Coca-Cola as their preferred beverage. This is especially true in southern areas of the
United States, such as Atlanta, where Coke was born.

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

Some of the memorable Coca-Cola television commercials between 1960 through 1986 were
written and produced by former Atlanta radio veteran Don Naylor (WGST 1936–1950, WAGA
1951–1959) during his career as a producer for the McCann Erickson advertising agency. Many
of these early television commercials for Coca-Cola featured movie stars, sports heroes and
popular singers.

During the 1980s, Pepsi-Cola ran a series of television advertisements showing people
participating in taste tests demonstrating that, according to the commercials, "fifty percent of the
participants who said they preferred Coke actually chose the Pepsi." Statisticians were quick to
point out the problematic nature of a 50/50 result: most likely, all the taste tests really showed
was that in blind tests, most people simply cannot tell the difference between Pepsi and Coke.
Coca-Cola ran ads to combat Pepsi's ads in an incident sometimes referred to as the cola wars;
one of Coke's ads compared the so-called Pepsi challenge to two chimpanzees deciding which
tennis ball was furrier. Thereafter, Coca-Cola regained its leadership in the market.

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Selena was a spokesperson for Coca-Cola from 1989 till the time of her death. She filmed three
commercials for the company. In 1994, to commemorate her five years with the company, Coca-
Cola issued special Selena coke bottles.

The Coca-Cola Company purchased Columbia Pictures in 1982, and began inserting Coke-
product images in many of its films. After a few early successes during Coca-Cola's ownership,
Columbia began to under-perform, and the studio was sold to Sony in 1989.

Coca-Cola has gone through a number of different advertising slogans in its long history,
including "The pause that refreshes," "I'd like to buy the world a Coke," and "Coke is it" (see
Coca-Cola slogans).

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

consumers earn points by entering codes from specially-marked packages of Coca-Cola products
into a website. These points can be redeemed for various prizes or sweepstakes entries.

Keith Law, a producer and writer of commercials for Belfast City Beat, was not convinced by
Coca-Cola's reintroduction of the advertisement in 2007, saying that "I don't think there's
anything Christmassy about HGVs and the commercial is too generic."

In 2001, singer Melanie Thornton recorded the campaign's advertising jingle as a single,
Wonderful Dream (Holidays are Coming), which entered the pop-music charts in Germany at no.
9. In 2005, Coca-Cola expanded the advertising campaign to radio, employing several variations
of the jingle.

Sports sponsorship (Main Heading, centre positioning)

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 Coca-Cola India Pvt. Ltd.

Special aluminum bottle designs, designed exclusively for the Vancouver 2010 Olympic Winter
Games Torch Relay. Available in Canada.

Coca-Cola was the first commercial sponsor of the Olympic games, at the 1928 games in
Amsterdam, and has been an Olympics sponsor ever since.[77] This corporate sponsorship
included the 1996 Summer Olympics hosted in Atlanta, which allowed Coca-Cola to spotlight its
hometown. Most recently, Coca-Cola has released localized commercials for the 2010 Olympics
in Vancouver; one Canadian commercial referred to Canada's hockey heritage and was modified
after Canada won the gold medal game on February 28, 2010 by changing the ending line of the
commercial to say "Now they know whose game they're playing".[78]

Since 1978, Coca-Cola has sponsored each FIFA World Cup, and other competitions organised
by FIFA. In fact, one FIFA tournament trophy, the FIFA World Youth Championship from
Tunisia in 1977 to Malaysia in 1997, was called "FIFA — Coca Cola Cup".[79] In addition, Coca-
Cola sponsors the annual Coca-Cola 600 and Coke Zero 400 for the NASCAR Sprint Cup Series
at Charlotte Motor Speedway in Concord, North Carolina and Daytona International Speedway
in Daytona, Florida. Coca-Cola has a long history of sports marketing relationships, which over
the years have included Major League Baseball, the National Football League, National
Basketball Association and the National Hockey League, as well as with many teams within
those leagues. Coca-Cola is the official soft drink of many collegiate football teams throughout
the nation.

Coca-Cola was one of the official sponsors of the 1996 Cricket World Cup held on the Indian
subcontinent. Coca Cola is also one of the associate sponsor of Delhi Daredevils in Indian
Premier League.

In England, Coca-Cola is the main sponsor of The Football League, a name given to the three
professional divisions below the Premier League in football (soccer). It is also responsible for the
renaming of these divisions — until the advent of Coca-Cola sponsorship, they were referred to

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as Divisions One, Two and Three. Since 2004, the divisions have been known as The
Championship (equiv. of Division 1), League One (equiv. of Div. 2) and League 2 (equiv. of
Division 3). This renaming has caused unrest amongst some fans, which see it as farcical that the
third tier of English Football is now called "League One." In 2005, Coca-Cola launched a
competition for the 72 clubs of the football league — it was called "Win a Player". This allowed
fans to place 1 vote per day for their beloved club, with 1 entry being chosen at random earning
£250,000 for the club; this was repeated in 2006. The "Win a Player" competition was very
controversial, as at the end of the 2 competitions, Leeds United AFC had the most votes by more
than double, yet they did not win any money to spend on a new player for the club. In 2007, the
competition changed to "Buy a Player". This competition allowed fans to buy a bottle of Coca-
Cola Zero or Coca-Cola and submit the code on the wrapper on the Coca-Cola website
{www.coca-colafootball.co.uk}. This code could then earn anything from 50p to £100,000 for a
club of their choice. This competition was favored over the old "Win a Player" competition, as it
allowed all clubs to win some money.

Brand portfolio: (Main heading, centre positioning)

Name Launched Discontinued Notes Picture

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 Coca-Cola India Pvt. Ltd.

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

Caffeine-Free
1983
Coca-Cola

Was available in Canada starting in 1996.

Called "Cherry Coca-Cola (Cherry Coke)" in
Coca-Cola
1985 North America until 2006. Zero-calorie
Cherry
variant (Coca-Cola Cherry Zero) also
currently available.

New
Coke/"Coca- 1985 2002 Still available in Yap and American Samoa
Cola II"

Still available in:

American Samoa, Austria, Belgium, Brazil,

China, Denmark, Federation of Bosnia and
Coca-Cola
2001 2005 Herzegovina, Finland, France, Germany,
with Lemon Hong Kong, Iceland, Korea, Luxembourg,
Macau, Malaysia, Mongolia, Netherlands,
Norway, Reunion, Singapore, Spain,
Switzerland, Taiwan, Tunisia, United
Kingdom, United States, and West Bank

2002 2005 Still available in:

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

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 Coca-Cola India Pvt. Ltd.

It was reintroduced in June 2007 by popular

2007
demand

Was only available in Japan, Canada, and the

Coca-Cola C2 2003 2007
United States.

Coca-Cola Available in Belgium, Netherlands,

2005
with Lime Singapore, Canada, and the United States.

Coca-Cola
June 2005 End of 2005 Was only available in New Zealand.
Raspberry

Coca-Cola
2005
Zero

Only available in Federation of Bosnia and

Coca-Cola M5 2005 Herzegovina, Germany, Italy, Spain, Mexico
and Brazil

Coca-Cola
Middle of
Black Cherry 2006 Was replaced by Vanilla Coke in June 2007
2007
Vanilla

Only available in the United States, France,

Coca-Cola Beginning of Canada, Czech Republic, Slovak Republic,
2006
Blāk 2008 Federation of Bosnia and Herzegovina,
Bulgaria and Lithuania

Coca-Cola Only available in Federation of Bosnia and

2006
Citra Herzegovina, New Zealand and Japan.

Coca-Cola
2006 Only available in France and Belgium.
Light Sango

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 Coca-Cola India Pvt. Ltd.

Coca-Cola Only available in the United Kingdom and

2007
Orange Gibraltar

Logo design:

(Centre positioning)

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

The famous Coca-Cola logo was created by John Pemberton's bookkeeper, Frank Mason
Robinson, in 1885. Robinson came up with the name and chose the logo's distinctive cursive
script. The typeface used, known as Spencerian script, was developed in the mid 19th century
and was the dominant form of formal handwriting in the United States during that period.

Robinson also played a significant role in early Coca-Cola advertising. His promotional
suggestions to Pemberton included giving away thousands of free drink coupons and plastering
the city of Atlanta with publicity banners and streetcar signs

Contour bottle design (Sub Heading, Centre positioning)

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 bottle designer Earl R. Dean. In
1915, the Coca-Cola Company launched a competition among its bottle suppliers to create a new
bottle for the beverage that would distinguish it from other beverage bottles, "a bottle which a
person could recognize even if they felt it in the dark, and so shaped that, even if broken, a
person could tell at a glance what it was."

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 Coca-Cola India Pvt. Ltd.

Chapman J. Root, president of the Root Glass Company, turned the project over to members of
his supervisory staff, including company auditor T. Clyde Edwards, plant Superintendent
Alexander Samuelsson, and Earl R. Dean, bottle designer and supervisor of the bottle molding
room. Root and his subordinates decided to base the bottle's design on one of the soda's two
ingredients, the coca leaf or the kola nut, but were unaware of what either ingredient looked like.
Dean and Edwards went to the Emeline Fairbanks Memorial Library and were unable to find any
information about coca or kola. Instead, Dean was inspired by a picture of the gourd-shaped
cocoa pod in the Encyclopedia Britannica. Dean made a rough sketch of the pod and returned
back to the plant to show Mr. Root. He explained to Root how he could transform the shape of
the pod into a bottle. Chapman Root gave Dean his approval.

Faced with the upcoming scheduled maintenance of the mold-making machinery, over the next
24 hours Dean sketched out a concept drawing which was approved by Root the next morning.
Dean then proceeded to create a bottle mold and produced a small number of bottles before the
glass-molding machinery was turned off.

Chapman Root approved the prototype bottle and a design patent was issued on the bottle in
November, 1915. The prototype never made it to production since its middle diameter was larger
than its base, making it unstable on conveyor belts. Dean resolved this issue by decreasing the
bottle's middle diameter. During the 1916 bottler's convention, Dean's contour bottle was chosen
over other entries and was on the market the same year. By 1920, the contour bottle became the
standard for the Coca-Cola Company. Today, the contour Coca-Cola bottle is one of the most
recognized packages on the planet..."even in the dark!” As a reward for his efforts, Dean was
offered a choice between a $500 bonus and a lifetime job at the Root Glass Company. He chose
the lifetime job and kept it until the Owens-Illinois Glass Company bought out the Root Glass
Company in the mid-1930s. Dean went on to work in other Midwestern glass factories.

Although endorsed by some this version of events is not considered authoritative by many who
consider it implausible. One alternative depiction has Raymond Loewy as the inventor of the
unique design, but, while Loewy did serve as a designer of Coke cans and bottles in later years,
he was in the French Army the year the bottle was invented and did not emigrate to the United

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States until 1919. Others have attributed inspiration for the design not to the cocoa pod, but to a
Victorian hooped dress.

In 1944, Associate Justice Roger J. Traynor of the Supreme Court of California took advantage
of a case involving a waitress injured by an exploding Coca-Cola bottle to articulate the doctrine
of strict liability for defective products. Traynor's concurring opinion in Escola v. Coca-Cola
Bottling Co. is widely recognized as a landmark case in U.S. law today.

In 1997, Coca-Cola also introduced a "contour can," similar in shape to its famous bottle, on a
few test markets, including Terre Haute, Indiana. The new can has never been widely released.

A new slim and tall can began to appear in Australia as of December 20, 2006, it cost AU$1.95.
The cans have a distinct resemblance to energy drinks that are popular with teenagers. The cans
were commissioned by Domino's Pizza and are available exclusively at their restaurants.

In January 2007, Coca-Cola Canada changed "Coca-Cola Classic" labeling, removing the
"Classic" designation, leaving only "Coca-Cola." Coca-Cola stated this is merely a name change
and the product remains the same. The cans still bear the "Classic" logo in the United States.

Coca-Cola is a registered trademark in most countries. The U.S. trademark for "Coca-Cola" was
first filed on May 14, 1892 with the description "nutrient or tonic beverages". This filing became
a registered United States trademark on January 31, 1893 and continues to be renewed through
the end of December 2009. In the UK, Coca-Cola was registered with the UK Patent Office on
July 11, 1922, under registration number 427817.

In 2007, Coca-Cola introduced an aluminum can designed to look like the original glass Coca-
Cola bottles.

In 2007, the company's logo on cans and bottles changed. The cans and bottles retained the red
color and familiar typeface, but the design was simplified, leaving only the logo and a plain
white swirl (the "dynamic ribbon").

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In 2008, in some parts of the world, the plastic bottles for all Coke varieties (including the larger
1.25- and 2-liter bottles) was changed to include a new plastic screw cap and a contoured bottle
shape designed to evoke the old glass bottles.

OBSERVATION: (Main Heading, new page)

Ingredients

• Carbonated water
• Sugar (sucrose or high-fructose corn syrup depending on country of origin)
• Caffeine
• Phosphoric acid v. Caramel (E150d)
• Natural flavorings

In 1995, Coca – Cola Company came to India.

 In 1996, PV and Can production starts in Pune.
 RGB( Returnable Glass Bottles) are supplied to Pune and South
Maharashtra.
 “Cans” are supplied to Goa and Pune.
 “PV” line produces 200 bottles per minute.
 “Can” line produces 1100 bottles per minute.
 “RGB” line produces 600 bottles per minute.
 Process:
• Water treatment is done. It is basic in nature.
• Direct water is used for carbonate soda. Hardness of water have to remove for making
carbonate soda.
• Bleaching powder, sulphurate, lime is used. They are then filtered through soda filter and
followed by carbon filter.
• Water is passed through carbon tower (micron).There are 10, 5 and 8.
• Cane sugar and water are added to make syrup. Sugar comes from co-operative mills.

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• Samples are then sent for testing. If the samples pass the test, they are heated to 85 degree
Celsius. The samples are then mixed with activated carbon. Concentrated flavor is added
to the samples and then diluted in paramix container.
• Remaining bottles are sent to the bottle – washer.
• Bottles are then subjected to caustic soda at 75 degree Celsius.
• Bottles should be cleaned so that the bottles contain fewer bacteria.
• PT is in 119 to 150 degree Celsius and in it heavy air pressure is blown in size PET
bottle.
• 101% aluminium can are imported from outside. They are packed one above the other.
• Aluminium cans are 99.99% purified.
• Waste – water consists of 30% good water and recycled and used in washing crates.

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