HINDUSTAN COCA COLA BEVERAGES PVT. LTD. TIRUPATI, CHITTOOR

ROLLEY SHARAFF and Rohit Mishra| SVCET COLLEGE REPORT | 29/01/201 7

Table of Contents1) Introduction 2) Objectives 3) Company profiles 4) 2000 & now coca cola now 5) Competitors analysis 6) Current market position 7) Factors affecting business 8) Products and pack sizes 9) Brand names 10) Mission 11) Leadership 12) Manufacturing process 13) SWOT analysis 14) Management style 15) Annexure 16) Objectives of the study 17) Refrences

Acknowledgement

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I would like to express my sincerest gratitude to the head of the o rgan iz a t i on  Mr . Uda y Kum ar (P roduc t i on  Ma nage r ) ,  Mr . Das Jagabandhu (Finance Manager) & Mr. Venugopala Rao Sreeram (HR Manager) o f   c o c a c o l a   c o m p a n y .   Also I would like to thank all the staff members at the depot and plant of the company in Tirupati for their support and for providing me with information whenever needed. I am a l s o g r a t e fu l t o my f a cu l t y gu ide a t S VCE T CO LLE GE o f T e c h n o l o g y & M a n a g e m e n t , R V S n a g a r , C h i t t o o r d i s t r i c t i . e .   M r . R o h a n s h a r m a   (Director – SVCET.) and Mr…… (Faculty -..) for their regular guidance, support and encouragement throughout my project work.

INTRODUCTION

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With the development of world and human being, the taste, need and the attitude of human being also changes. India is one of the common market in the world with a population o f m o r e t h a n o n e b i l l i o n . S o f t d r i n k i s a p o p u l a r c o m m o n p r o d u c t w h i c h i s g e n e r a l l y   pu rchas ed by cons ume r s fo r quench i ng the i r t h i r s t i n sum mer and a l s o t o have c oo l ing r e f r e s h m e n t . A s   f a r   a s   t h e   m a r k e t   o f   s o f t   d r i n k s   i s   c o n c e r n e d ,   i t   i s   f a c i n g  c u t   t h r o a t competition from the larger number of soft drinks available in the market. Different brand available in every  segment of flavors, but the attitudes of the consumers differ from each other due to several factors. Every company tries to increase their market share and their sales volume. Discounting system followed by the companies proved to be an essential factor to   boos t up the pu rc has es m ade by t he r e t a i l e r s . T he compa n ie s t r y t o a t t r ac t t he r e t a i l e r s t o   pu rchas e m ore by p rov id ing s ome sc hemes o r i nce n t ive s o r ca sh / ca rd d i scoun t . I f more discount or any other incentive scheme is given to the outlets, they make purchases to avail t ha t o f f e r . The re fo re , i t i s e s se n t i a l f o r any com pany to ha ve an e f f i c i en t and e f f e c t i ve discounting system. Distribution is the spine of any FMCG company. The main function of a retailer is to bridge the gap between the supplier and the customer. The central focus of distribution is to i nc r e a s e t he e f f i c i ency o f t i me , p l ace , a nd de l i ve ry u t i l i t y . F o r any F M CG p roduc t i t i s e s s e n t i a l   t o   h a v e   a   g o o d   d i s t r i b u t i o n   n e t w o r k   w h i c h   s h o u l d  b e   b e t t e r   t h a n   t h a t   o f   i t s competitors. D i s t r i b u t i o n   i s   t h e   k e y   a r e a   f o r   a n y   F M C G   b u s i n e s s .   F o r   a  s m o o t h   d i s t r i b u t i o n network, it is essential to keep the retail outlets satisfied which in turn mainly depend upon the profitability. Their profitability is checked by keeping a satisfied profit margin for them. Apart from that, the company also provides discount on purchase of different pack sizes to som e H VO s wh i ch   in   t u rn i nc r ea s e s t he i r   p ro f i t  ma rg i n . S ome t i mes   t he c ompany a l so  provides incentives to the outlets which make frequent and high purchases. To meet  stiff and cha l l eng i ng compe t i t i on f rom s ome o f t he o the r b r ands , i t i s e s s en t i a l f o r t he compa ny to have an effective and efficient distribution network. Therefore, the company tries to keep the outlets satisfied by offering discounts and some other incentive schemes from time to time.

OBJECTIVES

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1.1.1 Primary Objectives

. To find out any kind of misrepresentation being done by salesmen or by distributors related to daily sales by making out their own personal benefits from the discounting system.

. To compare the discounts given to HVOs on the basis of their sales volume.

. To make proposals to minimize the revenue leakages and this will help the company in saving its funds.

1.1.2 Secondary Objectives

. To study the discounting policies of the company.

. To know about the different pack sizes being sold by the company.

. To find out the outlets where the company is offering high discounts.

. To analyze the discount rates offered to HVOs.

T o f i n d o u t w h e t h e r t h e y a r e a c t u a l l y g e t t i n g t h e p r o d u c t s a t t h e p r e - d e c i d e d discounted price or not.

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COMPANY  PROFILE

Coca-Cola (also known as Coke, a name that was trademarked by The Coca-

Cola Company a f t e r i t w as d i sc ove red many peop le ca l l e d i t by t ha t

pa r t i cu l a r nam e) i s a ve ry  popu la r co l a ( a ca rbona t ed so f t d r i nk )

so l d i n s to r e s , r e s t au ran t s and vend ing mach i nes i n more than 200

countries. It is produced by the Coca-Cola Company (NYSE: KO), which is

a l s o o f t e n r e f e r r e d t o a s s i m p l y Coca-Cola or Coke. C o k e i s o n e o f

t h e w o r l d ’ s m o s t recognizable and widely sold commercial brands; its major rival

is Pepsi. Coke was originally intended as a patent medicine when it was

invented in the late1 9 t h   c e n t u r y , C o c a -

C o l a   w a s   b o u g h t   o u t   b y   b u s i n e s s m a n   A s a   G r i g g s   C a n d l e r ,

w h o s e marketing tactics led Coke to its dominance of the world soft drink

market throughout the20th century. Although faced with critiques of its

health effects and various allegations of  wrongdoing by the company, Coca-Cola

has remained a popular soft drink to the present day It 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 t he hea l th . The f i r s t s a l e s w e re made a t J acob ' s P ha rma cy i n

At l an t a , G eo rg i a , on M ay 8 , 1886, and for the first eight months only nine drinks

were sold each day. Coca-Cola was sold in bottles for the first time on March 12,

1894, and cans of Coke first appeared in 1955. By 1888, three versions of Coca-

Cola - sold by three separate businesses were on the market. On February 7, 2005, the

Coca-Cola Company announced that in the second quarter  of 2005 they

planned a launch of a Diet Coke product sweetened with

theartificialsweetener suc ra lo s e   ( "S p lenda" ) ,   t he   sa me   sw ee tene r  

cu r r en t ly   u se d in  P eps i  One . The   compa ny actually produces concentrate for

Coca-Cola, which is then sold to various Coca-Cola

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bottlersth roughou t   t he  wor l d .  The  bo t t l e r s ,  who  ho ld   t e r r i t o r i a l l y -

exc l u s i ve   con t r a c t s  w i th   t he 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 Europe. The Coca-Cola Company also sells concentrate for fountain sales

to major restaurants and food service distributors. The Coca -Co l a Com pany

has on occas ion i n t roduce d o the r co l a d r inks unde r t he Coke brand

name. The most famous of these is Diet Coke, which has become a major diet

cola but others exist, such as Cherry Coke, Coke Zero, and Vanilla Coke. 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 actual production

and distribution of Coca-Cola follows a

Hindustan Coca-Cola Beverages Private Limited is an Indian subsidiary of the

US based Coca-Cola Company. The company-owned Bottling arm of the Indian Operatio

ns, Hindustan Coca-Cola Beverages Private Limited is responsible for the manufacture,

sale and distribution of beverages across the country. Coca

Cola India is among the country’s top international investors, having invested more than

US$ 1 billion in India within a decade of its presence and further pledged another US$

100 million in 2003 for its operations. It is the world’s largest selling soft drink since

1886. The Coca-Cola Company returned to India in1993 after a gap of 16 years giving

new Thumps up to the Indian Soft Drink Market and took over the ownership of the

nation's top soft-drink brands and bottling network. The vast Indian operations comprises

25 wholly company owned bottling operations and another 24franchisee owned

bottling operations and a network of 21 contract packers also manufactures range of

products for the Company.

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2000 and Now Coca cola nowIn 1886, Coca-Cola® brought refreshment to patrons of a small Atlanta pharmacy. Now well into its second century, the Company's goal is to provide magic every time someone drinks one of its more than 400 brands. Coca-Cola has fans from Boston to Budapest to Bahrain, drinking brands such as Ambos, Vegitabeta and Frescolita. In the remotest comers of the globe, you can still find Coca-Cola. Coca-Cola is committed to local markets, paying attention to what people from different cultures and backgrounds like to drink, and where and how they want to drink it. With its bottling partners, the Company reaches out to the local communities it serves, believing that Coca-Cola exists to benefit and refresh everyone it touches. From the early beginnings when just nine drinks a day were served, Coca-Cola has grown to the world’s most ubiquitous brand, with more than 1.4 billion beverage servings sold each day. When people choose to reach for one of The Coca-Cola Company brands, the Company wants that choice to be exciting and satisfying, every single time.

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COMPETITOR ANALYSIS

Indian soft drinks market is predominantly controlled by two major multinationals namely Coca- Cola and Pepsi, which have carefully stifled out the local competition here in India. Penetrating tough

Indian psychology and making their products feel accepted was the toughest challenge in front of them.

A brief overview of the soft drinks giant biggest competitor will help in gaining a better insight of the soft drinks market in totality.

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CURRENT MARKET POSITION

There has been much controversy and debate on the market share standings between the two companies in the Indian subcontinent and a substantial and a consolidated figure has been unavailable for reference. This is mainly because both companies had approached different market research companies for making a study about the market share standings. Pepsi Co had approached IMRB while Coca- Cola had entrusted this responsibility on ORG. According to the survey done by IMRB Pepsi’s market share was found to have increased from 47% to 49% while according to the study conducted by ORG Coca- Cola’s market share was claimed to be 59%.

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FACTORS AFFECTING BUSINESS

Seasonality: Seasonality is one of the most important factors that affect the soft drink business. Seasonality is primarily influenced either by the weather, or by holidays and religious festivals. Within the Group, soft drink business has different seasonal cycles throughout the year.

Service frequency: This is another factor that affects the business. Service frequency is the time gap between visiting a particular outlet again. Service frequency directly affects the rotation time which in turn affects the value of business.

Demand pattern for the market: Every product has a different demand pattern and affects the business.

Price of the product: Price of the soft drinks also affects the business. Due to perfect competition in soft drink market, price of a product plays a major role in business.

Disposable Income: Disposable Income of the consumers also affects the business of the soft drink players. A high disposable income of the consumers ensures a high demand for the products in the market.

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PRODUCTS AND PACK SIZES:

 

PRODUCTS AND PACK SIZES:

Coca cola is the world's favorite drink. It is the world's most valuable brand and the most recognizable word across the world. 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. policiesnecessitated 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. Over the past ten years it 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

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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 the brands in the portfolio grew leaps and bounds. Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and today, it’s brand ambassadors are Aamir khan and Hrithik Roshan.

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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.

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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". Fanta is perceived as a fun youth brand and stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging gone to indulge in the moment. This positive imagery is associated with happy, cheerful and special times with friends.

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BRAND   NAME GLASSTETRA   PACKPET CAN FOUNTAIN Coca- cola

200 ml and300ml-600 ml, 1.25land 2l330 ml Various sizes

Thums up

200 ml and300ml-350 ml, 600 ml,1.25L and 2L330 ml Various sizes

Fanta

200 ml and300ml-600 ml, 1.25Land 2L330 ml Various sizes

Limca

200 ml and300 ml-600 ml, 1.25Land 2L330 ml Various sizes

Sprite

200 ml and300 ml-350 ml, 600 ml,1.25L and 2L330 ml

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MISSIONOur mission is to refresh the world in mind, body & spirit and to inspire moment of optimism through our brand and our action. Create consumer products, services & communications, customer service and bottling system strategies, processes and tools in order to create competitive advantage & deliver superior value to:

Consumers as a superior beverage experience.

Consumers as an opportunity to grow profits through the use of finished drink.

Bottlers as an opportunity to grow profit and volume.

TCCC as a trade mark enhancement & positive economic value added.

Suppliers as an opportunity to make reasonable profits when creating real value added in an environment of system-wide teamwork, flexible business system & continuous improvement.

CCI Associates as superior career opportunity.

Indian society in the form of a contribution to economic and socio development.

LEADERSHIP

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“There’s never been a better time to be the part of The Coca-Cola Company. Our people are dedicated to strengthening relationship with stake holders and communities everywhere’’.

MANUFACTURING PROCESS

 

 We at Coca-Cola are committed to manufacture our products with utmost care and with quality at top priority which makes it the world leader in the soft drink industry. Following is the overview of the stringent Processes adopted in manufacturing before our quality product reaches finally to our proud consumers.

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WATER TREATMENT:

We at HCCBPL Varanasi follow a batch treatment which includes coagulation & flocculation. The method ensures disinfection and settling of all macro impurities and thereafter it pass to sand, carbon filters to remove off odor, off color, off taste, and thus it is strictly bought in line with the WHO requirements. We are also using state of art –micron filtration process where the water is filtered up to the extent of 1 micron before it is fed to the process. This extensive treatment of water under strict monitoring and sampling for quality leads to pure hygienic water with the highest quality meeting the Coca-Cola standards.

SYRUP PREPARATION:

Coca-Cola uses highest quality of sugar which is controlled and ensured by its stringent pre-laid standards, which serves as the strict criteria before acceptance of a lot. To ensure high quality of syrup, it is subjected to hot treatment wherein it is given a contact time with hyfloand carbon at elevated temperature. It is then passed through a filter press which removes the carbon particles and other impurities before it declared fit for concentrate mixing. All this process takes place under the strict vigil by the quality department which maintains the appropriate records of the numerous tests carried out in the entire process which makes it a fool proof process. In the ready syrup tank the pre-decided quantity of concentrate is mixed to the simple syrup in very strict hygienic condition to yield final syrup. The entire syrup manufacturing area is maintained under a constant positive pressure which rules out the possibility of any external particles entering into the process room.

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CONTAINER WASHING: Container has been identified as one of the major critical control point in the entiremanufacturing process & that’s the reason that company has laid some of the very stringentand foolproof systems which ensures Coca-Cola product to be of the highest quality and reflects our commitment towards delivering the best in class product to the consumers. The bottles received from the market are loaded on the conveyor by the uncasing machine and the arrays of the unwashed bottles passes through the four pre-wash inspections stations which ensures removal of rusty neck bottles, excessively dirty bottles, bottles carrying foreign matter, foreign bottles. And thus the good bottles pass into the bottle washing machine which uses intensive mechanical and chemical processes to clean and disinfect the bottles thoroughly and ensures the bottles to be ready for filling. However as an additional safety, there is again a post wash inspection station comprising of 4 sub-stations, which ensures removal of the chip necked bottles and suspected bottles from the lot. Thus the bottles are subjected to series of stringent inspections before it is fed to the filler for filling.

MIXING, PROPORTIONING:

Proportioning is basically a process where ready syrup is diluted in a predetermined fixed proportion with water and carbonated concentrate in to beverage conforming strictly to company’s norms and specifications. It is carried out by an Italian Machine-MOJONNIER.

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FILLING & CROWNING:

The chilled carbonated beverage fed by the MOJONNIER is filled into the bottles through a rotator machine named FILLER. The bottles are immediately crowned by crowner (adjacentto the filler) and thereafter bottles passes through the date coding machine which enable the consumer to be 100 percent sure of consuming a perfectly safe and fresh product.

FINAL INSPECTION: After date coding, there is once again a final inspection station where light inspectors all lower high filled bottles and permit only the saleable product to pass through for casing to the caser machine.

MANAGING THE WASTE WATER: 

Production lines maintain the waste water from the bottle washers, Syrup and Filler rooms. Entire waste water generated is treated at Waste Water Treatment Plant and discharged through 800 meters long pipeline specially laid to discharge the treated waste water away from inhabited areas. Part of this water is being used for gardening purpose within the plant premises.

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MARKET & CUSTOMERS:

Once the finished product is ready, it is transported to the distribution centers and then to retail outlets by way of route trucks. The consumer buys the soft drink from the retailer outlets. The empty bottles are simultaneously collected by the distribution channels at the time of dispensing the finished products.

SUPPLIERS AND OTHER BUSINESS PARTNER: Other than water and concentrate, bottling operation require sugar, CO2, bottles, crates and other miscellaneous materials. The Coca-Cola India division has a Supplier authorization program where suppliers are authorized based on a defined criterion. Environmental considerations are amongst the critical of these criterions.

EMPLOYEES, PLANTS & MACHINERY:

The no of total unit employees is approximately 113 & in summer season, which is a peak season for sale of soft drinks, the plant works for three shift operation round the clock. The overall education level of the employees is good and they obviously have a good expertise in water treatment and purification processes. Extensive in-house training program conducted to maintain the competency of the

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manpower in respective areas. The plant and machinery consists of state of art bottling machinery and test equipment to get consistent quality product at the optimum usage of raw materials. The plant also has an extensive quality test laboratory with equipment like spectrophotometer, density meter, micro lab etc. to conduct on the spot tests at various stages of production. A typical bottling line will consist of un caser- pre wash inspection station –conveyers-bottle washer-post wash bottle inspection station—filler-final light inspection station-conveyor-and caser.

SWOT ANALYSIS

Coca-Cola Company is one of the leading MNC in the world.

It has made a remarkable growth since it origin and it has got a good potential in spite of various hurdles coming its ways. By going through its SWOT analysis we can know much more about the company.

STRENGTH

The company has got various strengths, which leads the company be a market leader. Some of the strengths listed below:

A) Strong product line:

The company has got various fast moving products which are going great job in the market. These soft drinks not only quench thirst but

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also refresh everyone it touches. One of the strong brands of the company is Thumps Up, which specially doing well in the Indian market. It has captured one of the major shares of the soft drink market.

B) Advertising:

Advertising plays a major in promoting sales of the product. The company has got one of the best advertising strategies. Appointing film actors, as the brand ambassadors, makes a great impact on the mind of the customers. The company should try to launch more and more advertising and sales campaigns to promote sales to the maximum.

WEAKNESS:

As no man in this world is a complete man and so are the companies. Every company has got weakness so as Coca-Cola Company too. Some of the weaknesses which the company should overcome are as follow:

A) Distribution network:

The company has got an average distribution network this is one of the reason why the company fails to fulfill the demand of the customer at time of peak seasons. It must go for some more bottling plants and should opt for better distribution channels to increase the sales in the best possible manner.

B) Pricing strategy:

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The company has got a pricing strategy as there is no certainty of rising or fall of price during the peak season. This also hamper the sales of the company as the retailers and distributor get dilemma whether to place the next order or not as increase or decrease in price may hamper their profit margin and blockage of the goods.

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OPPORTUNITIES:

Instead of weakness and threats the company has got various opportunities to which it has to go for. The opportunities for the company are as follows:

A) Large Market:

As India is said to be one of the biggest market in the world, thus the company survive for long and can expands to its length and width. Still there are thousand of villages which have not been covered by soft drink companies. If the company targets the rural market it can easily make large profits and thus can also satisfy its aim to benefit and refresh the whole nation.

 

B) Launch of other brands:

Coca- Cola Company has got more than 300 brands which is running successfully over the world. Thus it can launch some more brands in the country, after studying the demand and desire of the people and can deep its roots by winning their minds and hearts.

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 THREATS :

Some of the threats which the can face:

A) Competitors:One of the strong competitors of the company is Pepsi Co. thus it has to formulate such strategies which make it to remain one step ahead and give a strong competition to the competitors. Some of the other competitor in the path of growth to the company is the local soft drinks manufacturers who play an active part at the time of peak season. The other local refreshers like Nimbu Pani, lassi, fruit juice etc. which hampers the sales of the company

. B) Govt. Policies: The policies of the government also play a major role for the company. The company cannot perform well or in its own way by violating the rules of the government. Thus if the government formulates some policies which creates hindrances in the working of the company it will prove to be one of the major threats.

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MANAGEMENT STYLEDONT

The company discourages such conduct and habits which are likely to undermine the way of life in the organization.

If it is mandatory for the company to adopt both the accounting standards i.e. UGAAP &IGAAP, then the company should make sure there should not be violation of any of the accounting standards in UGAAP as well as in IGAAP at any cost.

DOES

The company should make aware and impart knowledge to the employees regarding clear cut bifurcation of standards used UGAAP & IGAAP.

The company should take necessary steps so that paper work should be as less as possible, but this should not be at the cost of effectiveness in work.

NOTE:

1.UGAAP-

UNITED STATES STANDARDS – GENERALLY ACCEPTEDACCOUNTING PRINCIPLES.

2.IGAAP – 

INDIAN GENERALLY ACCEPTED ACCOUNTINGPRINCIPLES.

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ANNEXURE

ANNEXURE 1. Market share of Coke and Pepsi

coke59%

pepsi41%

Coke & pepsi

1234

** The following shares were calculated with respect to only Pepsi and Coca- Cola. Other companies were not brought under the purview of

the research by the research organizations.

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Annexure 2. Factors affecting soft drinks market.

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OBJECTIVES OF THE STUDY  

A) To study How the Finance Department of “Hindustan Coca-ColaMarketing Company works.

B) To have a broad view of the company’s financial policies.

C) To learn what points are considered while processing claims of the discount schemes or general bills.

D) To ensure that processes are within policies and procedures of the company.

E) To ensure that the payment of the bills is made within the specified amount of time.

F) To study what formalities that have to be fulfilled while makingpurchases and while making payments.

G) To ensure the transactions that occur are properly recorded and are recorded with the specified procedures.

H) To study the work process of direct route & indirect route.

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MANAGEMENT STYLEEvery study has some limitations in terms of time, cost or human error etc…I have tried my best at my level to make it an original and a genuine one. Due to shortage of time it may be that the expectations wouldn’t have been met, still an attempt has been made in order to represent one of the best reports.

This project report aims at describing the processes that are followed while making payments to the vendors, receiving payments from the distributors. I have tried to explain the actual process but the meaning that it has is not what it actually is.

Some human errors would have been resulted while preparing this project reports.

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REFRENCES:www.coca-colaindia.com.

www.wikipedia.com.

www.google.co.in.

Actual processes in which training was received have been defined.

With the help of the senior executives of the company an attempt has been made in order to define the processes and procedures followed.

 

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