I have done my internship from Coca Cola so i would like to share my project with all of you.

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A STUDY TO UNDERSTAND THE MARKET
PENETRATION AND INCREASING THE SALES OF
GEORGIA TEA AND COFFEE VENDING MACHINES
Reported Submitted by
Name: Anik Ghosh
Roll No: MBA-1 16017
Institute: Bengal Institute of Business Studies
Company Name: Coca Cola
Industry Mentor: Mr. Nibir Joarder
This Project is submitted for the Partial Fulfilment of Masters of Business
Administration from Vidyasagar University

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PREFACE
This project is prepared to fulfil the requirement of the MBA program of Bengal Institute of Business
Studies under Vidyasagar University on Marketing and selling of Georgia Tea and Coffee Vending Machine
and Premixes as well as Kinley under Coca Cola Company. It’s a great opportunity to work with the most
renowned and one of the global market leading companies of all time. It has a great exposure to the world
wide basis for over many years a solution for thirst over the globe. It has a large market share or the market
leader of all times.
The prime focus of this study is to highlight and analyze A STUDY TO UNDERSTAND THE MARKET
PENETRATION AND INCREASING THE SALES OF GEORGIA TEA AND COFFEE VENDING
MACHINES as well as marketing for kinley packaged drinking water in the corporate houses only. This is
the new project of Coca Cola Company under its division Georgia. Georgia holds 2% of total Coca Cola’s
share. The machines are imported from Italy and Bangalore which have 3 types of machine. Here I tried my
best to focus the overall scenario of Tea and Coffee Vending machine in the Salt Lake Sector 5 area. First
few days I collected the overall data of all offices in sector v area and den prepare a excel report on which I
was working for the installation and selling of the machine in the offices. The daily report was to be
submitted to our industry guide in a daily basis. All information I have collected is basically primary data.
This study is divided into several sections. In the first section it is the introductory part with the different
administrative heads of the organizations and building a good repo with them but my main intention is to
install the machine so without a good relationship the company may not believe me and they will not agree
to pay the huge amount of investment for the company. So for the installation of the machine we were
instructed to collect 2 documents from the company i.e. the address proof and an identity proof. Objectives
of the study are to find out the needy areas in the market where Georgia is still not setup their account and
activation of account.

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ACKNOWLEDGEMENT
It is matter of great privilege for me to be attached with “COCA COLA COMPANY” and do project
which enhanced my practical knowledge .I do acknowledge that this project report is outcome of
constructive support and corporation of many individual.
First of all I would like to express my deep scene of gratitude to MR. NIBIR JOARDER, (Sales Manager)
due to his guidance I was able to do my project work in this organization.
I acknowledge with thanks the kind of patronage, loving inspiration and timely guidance, which I have
received from my course co-ordinator MISS PRIYANKA KAR (Business Developer).
Secondly, I am thankful to my internal guide PROF. V.VISWANATH (Associate Professor), for his
generous cooperation & guidance, which have made it possible to complete my work.
Thirdly, I thank Honourable MRS.BHAVNA SEN (Head of placement) for playing the ideal mentor and
being a constant source of inspiration throughout at BIBS.
At last but not the least I would like to express my gratitude to mentors for taking me their guidance and
helping me during entire project work despite of his schedule in the company. The way he taught us how to
sell a product was very helpful to us and will surely apply his lessons and techniques in my future carrier.
To all relatives, friends, alumni and others who in one way or another shared their support, either morally
and physically, thank you.

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DECLARATION
I hereby declares the project work entitled " A STUDY ON THE MARKET PENETRATION OF
GEORGIA TEA AND COFFEE VENDING MACHINE " submitted to the Vidyasagar University is a
record of an original work done by me under the guidance of Prof. V.Viswanath ,Associate professor of
Bengal Institute of Business Studies & this project is submitted in the partial fullfillment of the requirements
for the award of the degree of Master of Business Administration ;This result embodied in this thesis have
not been submitted to any other University or Institute for the award of any degree or diploma.

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TABLE OF CONTENTS
SR NO. CONTENT PAGE NO.
1 EXECUTIVE SUMMARY 6
2 INTRODUCTION 7
3 TEA AND COFFEE INDUSTRY IN INDIA 8
4 COMPANY PROFILE 9
5 OVERVIEW OF THE INDUSTRY 14
6 ABOUT GEORGIA INDIA 22
7 COMPETITORS 30
8 OBJECTIVES OF THE PROJECT 33
9 DATA ANALYSIS 36
10 RESEARCH METHODOLOGY 40
11 OBSERVATIONS 51
12 SUGGESTIONS AND RECOMMENDATIONS 54
13 AREA COVERED 55
14 CONCLUSION 56
15 BIBLIOGRAPHY 57
16 ANNEXURE 58

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EXECUTIVE SUMMARY
The project deals with analyzing the areas where Georgia tea and coffee machine doesn’t established their
account. The survey was conducted through structured questionnaire among the customers of different
corporate houses in Salt Lake Sector V at Kolkata to know their source of tea and coffee and if we get a
chance to introduce our brand to them among other vending machine brands like CCD, Nescafe, Godrej,
Lipton, TATA. Many organizations still prepare their tea and coffee through traditional handmade process so
in that case we had a positive chance to penetrate in their business through our product. In some cases they
suffer a from poor maintenance and poor delivery services so in that case we ensure them service within 3-4
working hours which is completely free and products are delivered to our respective customers within a
maximum time of 24hrs. These are our advantages through which we can approach to take our machine
actually.
After analyzing the data conclusions were drawn related to various responses and feedback of
different customers in respect to their answers and among the 180 companies visited we had
segregated only the positive calls and working upon them only, pending calls are also been
taken care of.
In this project I have tried my best to apply the theoretical knowledge to the practical world so
that we can understand the market in most effective way. The details regarding the finding,
recommendations, limitations can be found in further sections of the report.

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INTRODUCTION
Georgia is such a brand of Coca Cola company that an easily come into competition with the other only
coffee vending machine brands like CCD. Nescafe, Lipton and etc. Though a brand from Coke family
people can use this product with full wxpectation as they are having from coca cola other products. So
Georgia was launched in te year 2004. The name itself indicates the headquarter of Coca Cola i.e. Atlantis in
Georgia. The flavoured coffee that we are selling is imported from Georgia itself as we all know that
Georgia is such a place which is rich in beverages like coffee. The beans machine is imported from Italy and
is one of the expensive and quality oriented coffee machine. So overall it’s a great privilege and a great
experience to work under Coca Cola and with Georgia team as a intern.
Segmentation
At first we segmented the market into 3 categories i.e.
 Positive responses
 Negative responses
 Pending cases
So our next initiative was to deal with the positive customers and closing the calls after several followups
and after that we was dealing with the pending customers. So among 180 calls approximately 33 positive
calls and rest were negative or pending. So our main aim was to install a coffee vending machine and close
the case as early as possible.
We totally eliminated the negative list of the customers as they are already using our competitor brand as
there were no chance of leaving the existing vendor or the existing brand as of then. There were corporate
agreements in some offices for which they were not willing to install our product at the same time. In some
case like the agreement was about to expire and we approached them at the right moment as when required.
Pending customers are those customers to whom we have already shared the quotation and they are waiting
for the approval from the higher authority of the organization or the office administration head will talk abt
it later so in that case we aren’t considering them as negative or positive. So penetrating into an corporate
house contains a verification and approval from the head or the senior authority.

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TEA AND COFFEE INDUSTRY IN INDIA
India is the third-largest producer and exporter of coffee in Asia, and the sixth-largest producer and fifth-
largest exporter of coffee in the world.
 The country accounts for 3.9 per cent of the global coffee production. The Arabica and Robusta
varieties accounted for 30 per cent (98,000 MT) and 70 per cent (229,000 MT) of India’s overall
coffee production, respectively, in 2014–15.
 Of the total coffee produced in India, ~70 per cent is exported and ~30 per cent is consumed
domestically. In 2014, coffee consumption in India was 115.02 million kg.
 In 2014–15, India's coffee export volume was 286,545 metric tonnes and value was US$ 810.1
million.
 Some of the type of coffee beverages:-Espresso, Americano, Cappuccino, Cafe Latte, etc
Tea or chai is probably the most popular drink in India. This country is the largest consumer of tea in the
world and we consume 25 per cent of the tea produced worldwide (as reported by The Associated Chambers
of Commerce of India in a December 2011 report). India is also the second largest producer of tea in the
world.
 Tea grown in Darjeeling and Assam is the most popular variety in our country. Ceylon tea from Sri
Lanka is another popular variant for the rest of the world.
 At present, tea is consumed in 90 per cent of the houses in India. The preferred method of
preparation is usually tea leaves boiled with water, milk, sugar and often with a few additives like
cardamom and ginger.
 ‘Masala Chai’ is another alternative in preparation techniques and is tea infused with the fragrance
and properties of spices like cinnamon, cloves, big cardamom and pepper. This is still used as a
treatment for fever, cold and sore throat hence the medicinal properties of tea are still known and
used.
 Green tea, which is a lot like the original Chinese tea, has its number of consumers rising at the rate
of 10 per cent annually.
 Tea has slowly steeped into the culture of India and chai wallahs have become an important part of
it. From the little tea stalls in every corner of the street and the tea-carrying boy.

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COMPANY PROFILE
Coca Cola Company is an American multinational beverage corporation, and manufacturer, retailer, and
marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship
product Coca Cola.
Over view of the Company: -
Name: - Coca Cola Company
Type: - Private
Industry: - Soft Drinks & Beverage
Headquarters: - Atlanta, Georgia, U.S.
Area Served: - Asia Pacific; Europe, Middle East & Africa, Europe; Latin America; North America
Product: - Beverages and Soft Drinks
Chairman: - Mr. Muhtar Kent
Muhtar Kent (Chairman Coca Cola Company)

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The Coca-Cola Company, which is headquartered in Atlanta, Georgia, but incorporated in Wilmington,
Delaware, is an American multinational beverage corporation, and manufacturer, retailer, and marketer of
non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-
Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia. The Coca-Cola formula
and brand were bought in 1889 by Asa Griggs Candler (December 30, 1851 – March 12, 1929), who
incorporated The Coca-Cola Company in 1892. The company has operated a franchised distribution system
since 1889, wherein The Coca-Cola Company only produces syrup concentrate, which is then sold to
various bottlers throughout the world who hold exclusive territories. The Coca-Cola Company owns
its anchor bottler in North America, Coca-Cola Refreshments.
The company's stock is listed on the NYSE (NYSE: KO) and is part of DJIA, the S&P 500 index,
the Russell 1000 Index, and the Russell 1000 Growth Stock Index. Muhtar Kent serves as chairman of the
company with James Quincey as president and chief executive officer.
COCA COLA HEADQUARTERS ATLANTA, GEORGIA, UNITED STATES

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Key people :
 John Pemberton ( founder of Coca Cola)
 Asa Griggs Candler (founder of Coca Cola Company)
 Muhtar Kent ( Chairman)
 James Quincey ( President and CEO)
Revenue :
Revenue - US$41.863 billion (2016)
Operating Income - US$8.626 billion (2016)
Net Income - US$6.527 billion (2016)
Total Equity - US$23.062 billion (2016)
According to The Coca-Cola Company's 2005 Annual Report, the firm at that time sold beverage products
in more than 200 countries. This is more countries than are generally agreed to exist, according to the World
Atlas. The 2005 report further states that of the more than 50 billion beverage servings of all types
consumed worldwide, daily, beverages bearing the trademarks owned by or licensed to Coca-Cola account
for approximately 1.5 billion. Of these, beverages bearing the trademark "Coca-Cola" or "Coke" accounted
for approximately 78% of the company's total gallon sales. According to the 2007 Annual Report, Coca-
Cola had gallon sales distributed as follows: 43% in the United States, 37% in Mexico, India, Pakistan,
Brazil, Japan, and the People's Republic of China, and 20% spread throughout the rest of the world. The
figure in 2010 showed that they sold 1.6 billion drinks every day.[ In 2010, it was announced that Coca-Cola
had become the first brand to top £1 billion in annual UK grocery sales.

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Products:
1. COCA COLA - Best Known Drink In The World In India, Coca-Cola was the leading soft-drink
till 1977 when the government 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.
2. COCA COLA ZERO - Coca-Cola Zero is one of The Coca-Cola Company's most successful and
significant innovations. It offers the same ‘Great Coke Taste, with Zero Sugar’. Launched in 2005
in America, Coca-Cola Zero is now available in 150 countries including India. Coca-Cola Zero is
one of the 20 billion dollar brands of The Coca-Cola Company in revenue terms and is one of the
fastest to this milestone.
3. DIET COKE - Diet Coke, also known as Coca-Cola light in some markets, is a sugar free soft drink.
It was first introduced in the United States on August 9, 1982, as the first new brand since 1886 to
use the Coca-Cola Trademark. Today, Diet Coke/Coca-Cola light is one of the largest and most
successful brands of The Coca-Cola Company, available in more than 150 markets around the world.
4. KINLEY - 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 purity of
our product. Because we believe that right to pure, safe drinking water is fundamental.

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5. SPRITE - SPRITE A 'CLEAR LIME' DRINK Since its launch is 1999, Sprite has not only
established itself as a brand which successfully boasts it's 'cut-thru' perspective with an authentic,
edgy, irreverent, urban and straight forward style, but has also achieved status of an undisputed youth
'badge' brand. Today Sprite is one of the top two sparkling soft drinks in the country.
6. GEORGIA - Introduced in 2004, the GEORGIA range of tea and coffee beverages is the perfect
solution for your office and restaurant needs. We provide you with an entire range of hot fresh brew
coffee, hot premixed flavoured tea, coffee, iced tea and cold coffee.
7. THUMSUP - TODAY IT IS ONE OF THE LARGEST SELLING SOFT DRINK
BRAND IN INDIA. Originally introduced in 1977, Thumps Up was acquired by The Coca-Cola
Company in 1993.
8. LIMCA - LIMCA'S FRESHNESS IS LIKE NO OTHER- 'LIME N LEMONI' Born in 1971,
Limca has remained unchallenged as the No.1 Sparkling Drink in the Cloudy lemon Segment. The
success formula is the sharp fizz and lemony bite combined with the single minded proposition of the
brand as the provider of "Freshness".
9. FANTA - FANTA THE 'ORANGE' DRINK Fanta entered the Indian market in the year 1993.
Perceived as a fun youth brand, Fanta stands for its vibrant colour, tempting taste and tingling
bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the
moment.
10. MAAZA – MAAZA THE WHOLESOME FAMILY FUN. Introduced in 1970s, Maaza has
today come to symbolize the very spirit of mangoes. Universally loved for its taste, colour, thickness
and wholesome properties, Maaza is the mango lover's first choice.
11. MINUTE MAID - Minute Maid – one of the world's largest juice and juice drink brands. The
history of the Minute Maid brand goes as far back as 1945 when the Florida Food Cooperation
developed orange juice powder. They branded it Minute Maid, a name connoting the convenience
and the ease of preparation (in a minute).

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OVER VIEW OF THE INDUSTRY
So basically Coca Cola and other soft drinks come under the category of FMCG products. These are such
products which people uses for day to day life and for daily consumption. Coca Cola is the 3rd largest
country in the world as per global revenue of the company. Coca Cola serves soft drinks for over 131 years
in the history.
Confederate Colonel John Pemberton, who was wounded in the American Civil War and became addicted
to morphine, began a quest to find a substitute for the problematic drug. The prototype Coca-Cola
recipe was formulated at Pemberton's Eagle Drug and Chemical House, a drugstore in Columbus, Georgia,
originally as a coca wine. He may have been inspired by the formidable success of Vin Mariani, a French
coca wine. It is also worth noting that a Spanish drink called "Kola Coca" was presented at a contest in
Philadelphia in 1885, a year before the official birth of Coca-cola. The patent for this Spanish drink was
bought by Coca-Cola in 1953.
In 1885, Pemberton registered his French Wine Coca nerve tonic. In 1886, when Atlanta and Fulton
County passed prohibition legislation, Pemberton responded by developing Coca-Cola, a non-alcoholic
version of French Wine Coca. The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886.
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 due to the belief that carbonated water was good for the health. Pemberton claimed
Coca-Cola cured many diseases, including morphine addiction, indigestion, nerve disorders, headaches,
and impotence. 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. A co-
partnership had been formed on January 14, 1888 between Pemberton and four Atlanta businessmen: J.C.
Mayfield, A.O. Murphey, C.O. Mullahy, and E.H. Bloodworth. Not codified by any signed document, a
verbal statement given by Asa Candler years later asserted under testimony that he had acquired a stake in
Pemberton's company as early as 1887. John Pemberton declared that the name "Coca-Cola" belonged to his
son, Charley, but the other two manufacturers could continue to use the formula. Charley Pemberton's
record of control over the "Coca-Cola" name was the underlying factor that allowed for him to participate as
a major shareholder in the March 1888 Coca-Cola Company incorporation filing made in his father's
place. Charley's exclusive control over the "Coca Cola" name became a continual thorn in Asa Candler's
side.

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Candler's oldest son, Charles Howard Candler, authored a book in 1950 published by Emory University. In
this definitive biography about his father, Candler specifically states: "..., on April 14, 1888, the young
druggist [Asa Griggs Candler] purchased a one-third interest in the formula of an almost completely
unknown proprietary elixir known as Coca-Cola."
The deal was actually between John Pemberton's son Charley and Walker, Candler & Co. – with John
Pemberton acting as cosigner for his son. For $50 down and $500 in 30 days, Walker, Candler & Co.
obtained all of the one-third interest in the Coca-Cola Company that Charley held, all while Charley still
held on to the name. After the April 14 deal, on April 17, 1888, one-half of the Walker/Dozier interest
shares were acquired by Candler for an additional $750.

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THE COCA COLA COMPANY
In 1892, Candler set out to incorporate a second company; "The Coca-Cola Company" (the current
corporation). When Candler had the earliest records of the "Coca-Cola Company" burned in 1910, the action
was claimed to have been made during a move to new corporation offices around this time.
After Candler had gained a better foothold on Coca-Cola in April 1888, he nevertheless was forced to sell
the beverage he produced with the recipe he had under the names "Yum Yum" and "Koke". This was while
Charley Pemberton was selling the elixir, although a cruder mixture, under the name "Coca-Cola", all with
his father's blessing. After both names failed to catch on for Candler, by the middle of 1888, the Atlanta
pharmacist was quite anxious to establish a firmer legal claim to Coca-Cola, and hoped he could force his
two competitors, Walker and Dozier, completely out of the business, as well.
On August 16, 1888, Dr. John Stith Pemberton suddenly died; Asa G. Candler then sought to move swiftly
forward to attain his vision of taking full control of the whole Coca-Cola operation.
Charley Pemberton, an alcoholic, was the one obstacle who unnerved Asa Candler more than anyone else.
Candler is said to have quickly manoeuvred to purchase the exclusive rights to the name "Coca-Cola" from
Pemberton's son Charley right after Dr. Pemberton's death. One of several stories was that Candler bought
the title to the name from Charley's mother for $300; approaching her at Dr. Pemberton's funeral.
Eventually, Charley Pemberton was found on June 23, 1894, unconscious, with a stick of opium by his side.
Ten days later, Charley died at Atlanta's Grady Hospital at the age of 40.
In Charles Howard Candler's 1950 book about his father, he stated: "On August 30th [1888], he [Asa
Candler] became sole proprietor of Coca-Cola, a fact which was stated on letterheads, invoice blanks and
advertising copy."
With this action on August 30, 1888, Candler's sole control became technically all true. Candler had
negotiated with Margaret Dozier and her brother Wool folk Walker a full payment amounting to $1,000,
which all agreed Candler, could pay off with a series of notes over a specified time span. By May 1, 1889,
Candler was now claiming full ownership of the Coca-Cola beverage, with a total investment outlay by
Candler for the drink enterprise over the years amounting to $2,300.
In 1914, Margaret Dozier, as co-owner of the original Coca-Cola Company in 1888, came forward to claim
that her signature on the 1888 Coca-Cola Company bill of sale had been forged. Subsequent analysis of
certain similar transfer documents had also indicated John Pemberton's signature was most likely a forgery,
as well, which some accounts claim was precipitated by his son Charley.

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On September 12, 1919, Coca-Cola Co. was purchased by a group of investors for $25 million and
reincorporated. The company publicly offered 500,000 shares of the company for $40 a share.
In 1986, The Coca-Cola Company merged with two of their bottling operators (owned by JTL Corporation
and BCI Holding Corporation) to form Coca-Cola Enterprises Inc. (CCE).
In December 1991, Coca-Cola Enterprises merged with the Johnston Coca-Cola Bottling Group, Inc
COCA COLA BOTTLING INVESTMENT PLANTS WORLD WIDE

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COCA COLA WORK CULTURE
Coca Cola work system
We are a global business that operates on a local scale, in every community where we do business. We are able to
create global reach with local focus because of the strength of the Coca-Cola system, which comprises our Company
and our more than 250 bottling partners worldwide.
The Coca-Cola system is not a single entity from a legal or managerial perspective, and the Company does not own or
control all of our bottling partners.
While many view our Company as simply "Coca-Cola," our system operates through multiple local channels. Our
Company manufactures and sells concentrates, beverage bases and syrups to bottling operations, owns the brands and
is responsible for consumer brand marketing initiatives. Our bottling partners manufacture, package, merchandise and
distribute the final branded beverages to our customers and vending partners, who then sell our products to consumers.
All bottling partners work closely with customers -- grocery stores, restaurants, street vendors, convenience stores,
movie theatres and amusement parks, among many others -- to execute localized strategies developed in partnership
with our Company. Customers then sell our products to consumers at a rate of more than 1.9 billion servings a day.
In January 2006, our Company-owned bottling operations were brought together to form the Bottling Investments
operating group, now the second-largest bottling partner in the Coca-Cola system in terms of unit case volume.
Coca-Cola System wide Performance
In April 2007, associates from The Coca-Cola Company and severalof our largest bottling partners met for the first
time to discuss the development of a core set of performance indicators for the Coca-Cola system. Working groups of
Company associates and representatives from our bottling partners have been formed to determine the feasibility --
due to the legal and management complexity of the Coca-Cola system -- of collecting and consolidating economic and
social data in addition to the environmental data already collected. Many of our bottling partners produce their own
corporate responsibility reports.

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Bottling Investments Group
The Coca-Cola Company’s core is the production, marketing, and selling of many of the world’s most beloved
beverages. Historically, for the bottling of our beverages, Coca-Cola has relied on independent bottling franchises, and
this system has served us well.
For a variety of reasons, circumstances arise where bottling franchises find they need help that is beyond their
capability. The Bottling Investments Group (BIG) was created to ensure those bottling operations remain a part of our
system and receive the appropriate investments and expertise to ensure their long-term success.
Ten years ago, BIG started the process of strategically investing in select bottling operations, temporarily taking them
under Coca-Cola’s ownership. Utilizing the leadership and resources of The Coca-Cola Company, BIG can drive
long-term growth in critical markets and affect major structural or investment challenges.
When an operation is stable and thriving, BIG’s goals are to find a qualified bottler to assume operations and continue
to grow the business. By treating each operation as if it will be owned by Coca-Cola forever, BIG has established a
standard of excellence that extends to each of the 18 countries in which it currently functions.

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STAFF AND MANAGEMENT
The following are key management as of May 2017 (excluding VP positions and regional leaders)
 Muhtar Kent (Chairman of the Board)
 James Quincey (President and Chief Executive Officer)
 Marcos de Quinto (Chief Marketing Officer)
 J. Alexander M. Douglas, Jr. (President, Coca-Cola North America)
 Ceree Eberly (Chief People Officer)
 Irial Finan (President, Bottling Investments Group)
 Bernhard Goepelt (General Counsel and Chief Legal Counsel)
 Julie Hamilton (Chief Customer and Commercial Leadership Officer)
 Brent Hastie (Senior Vice President, Strategy and Planning)
 Ed Hays (Chief Technical Officer)
 Barry Simpson (Chief Information Officer)
 Clyde C. Tuggle (Chief Public Affairs and Communications Officer)
 Kathy N. Waller (Chief Financial Officer)
 Craig Williams (President, The McDonald's Division)
The following are all directors as of November 2016:
 Muhtar Kent (Chairman)
 Herbert A. Allen Jr.
 Ronald W. Allen
 Marc Bolland
 Ana Botín
 Howard G. Buffett
 Richard M. Daley
 Barry Diller
 Helene D. Gayle
 Alexis M. Herman
 Bobby Kotick
 Maria Elena Lagomasino

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Let’s have a look at the FMCG industry overall and what FMCG is all about.
Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are products that are sold
quickly and at relatively low cost. Examples include non-durable goods such as soft drinks, toiletries, over-
the-counter drugs, processed foods and many other consumables. In contrast, durable goods or major
appliances such as kitchen appliances are generally replaced over a period of several years.
FMCG have a short shelf life, either as a result of high consumer demand or because the product deteriorates
rapidly. Some FMCGs, such as meat, fruits and vegetables, dairy products, and baked goods, are highly
perishable. Other goods, such as alcohol, toiletries, pre-packaged foods, soft drinks, chocolate, candies, and
cleaning products, have high turnover rates. The sales are sometimes influenced by some holidays and
season.
Though the profit margin made on FMCG products is relatively small (more so for retailers than the
producers/suppliers), they are generally sold in large quantities; thus, the cumulative profit on such products
can be substantial. FMCG is a classic case of low margin and high volume business.
Characteristics of FMCG products:
From the consumer's perspective
 Frequent purchase
 Low involvement (little or no effort to choose the item)
 Low price
 Short shelf life
 Rapid consumption
From the marketer's perspective
 High volumes
 Low contribution margins
 Extensive distribution networks
 High stock turnover

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ABOUT GEORGIA INDIA
 Introduced in 2004.
 Our customers include Mac Donald’s, INOX, Sugar & Spice, Tea Junction & etc.
 We provide you with an entire range of hot fresh brew coffee, hot premixed flavoured tea, coffee,
iced tea and cold coffee.
 We provide perfect solution for your office and restaurant needs.

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GEORGIA
In the summer of 2004, May 25, New Delhi Coca cola India foray into its non-carbonated soft drinks
portfolio by entering into beverage segment of iced tea and cold coffee business.
Coke’s new cold beverages initially were being sold under its Georgia Gold brand and were distributed only
through McDonald’s outlets in Delhi and Mumbai, to start with. Coca cola and Mc Donald went into a tie-up
business involvement dealing with hot beverages in the year 2002. Now once again they punch together to
deal with cold coffee and iced tea segment.
This attempt of Coca Cola Company in exploring into the iced tea and cold coffee segment has indeed has
created a buzz and a new revolution in the beverage segment. Products that once stubbornly used to remain
indoors through their uses have now come to a jolt!!!
The average Indian is spending a lot more of its time out of home than before. Spending eight hours at work
place, two hours in travelling, two hours of outdoor entertainment and eating out. All together a lot of time is
spent out of home. Out-Of-Home plays a very significant role in endorsing any brand from a very simple to
a complex product.
Sensing this as very good opportunity Coca cola introduced iced tea and cold coffee apart from its patent
business of soft drinks. A through research study has revealed that way out from home tea and coffee
consumption has grown by 10% over the last decade. The Coca-Cola Company has created a broad portfolio
to ensure that their products of iced tea and cold coffee meet consumers’ needs. From a research done in
Mumbai they following findings have extracted about the conception of this cold beverage.
From the findings of this research it could be concluded that Indian people are turning to be more health
conscious and can spent more on such healthier drinks. However this concept of Iced Tea and cold coffee is
quite ahead of its time now in India. This product will take its time to establish a firm foot in India. Iced Tea
has still now caught the imagination of people despite it being quite long. However with rigorous promotion
and making in use other marketing tools there is still a ray of hope for the success of these cold beverages in
India.

24. 24
One of the best and quality based product of The Coca Cola Company is Georgia. It is launched in the year
2004 and named as Georgia since the headquarters of Coca Cola is located there only. Georgia is such a
place which is rich in coffee beans and tea leaves among the whole world. So for a change in the perception
of people it is named as Georgia. So basically Georgia has 3 types of vending machines i.e. The Bean 2
Cup, Premix Machine and Cold Machine.

25. 25
TYPES OF VENDING MACHINES :
1. The Bean 2 Cup Machine - This is one of the premium quality of coffee vending machine in the
market, along with Georgia, CCD is also having the same type of machine in the market. In this
machine the coffee beans are grinded and the customer will be able to get 4 types of coffee i.e. Espresso
(black coffee), Americano (strong coffee), Cappuchino (normal coffee), Café Latte (creamy coffee).
Other than this the customer is also another option of 2 types of tea i.e. the Cardamom Flavored tea and
Lemon Tea and if a customer is willing to use tea bags they can use with the help of dairy whitener too.
Freshly Roast & Ground Coffee & Premixed Tea Dispensing Solution
 Beverages that can be dispensed: Freshly extracted coffee variants like
Cappuccino, Americano.
 And Premixed Teas, Hot Chocolate
 Rated Capacity: @ 80+ drink of 150 ml per hour
 Dimensions (H x W x D) in inches: 34” x 17” x 20”
Rated Power Consumption: 1.4 KW/day
 Weight: 53 KG
 Premix Canister Capacity: 1.5 KG
 Coffee Bean Hopper Capacity: 1.7 KG
 No of Beverages: 7 Beverages GEORGIA BEANS MACHINE
 Serve Sizes: 90-150 ML
 Beverage Temperature: 72-84˚C

26. 26
2. Premix Machine - This is the normal machine which customer prefers more in the corporate channel.
Other than Georgia, Nescafe, Lipton, Godrej also serves this machine. Premix machine is segmented
into two categories i.e. 2 lane machine and 4 lane machine. In the 2 lane machine the customer will be
able to use 2 option at a same time, for example cardamom tea and chicory coffee or as per their choice
and similarly in 4 lane machine the customer wil be able to use 4 options at a single time. In this
machine no sugar neither milk is required only premix solution will be required in this machine which
will be mixed with hot water as per the technical ratio of the machine itself.
Premix Coffee & Tea Dispensing Solution
 Beverages that can be dispensed: Premixed coffee,
 Premixed Teas
 Rated Capacity: @ 4 cups per minute
 Dimensions (H x W x D) in inches: 25.39” x 14.96”
x 21.06”
 Rated Power Consumption: 0.9 KW/day
Weight: 23 KG
GEORGIA PREMIX MACHINE
 Premix Canister Capacity: 1.5 Kg
 No of Beverages: 4 Beverages and 2 Beverages
 Serve Sizes: 60-140 ML
 Beverage Temperature: 72-84˚C

27. 27
3. Cold Machine – This machine is generally preferred in the business and HORECA (Hotels Restaurants
Catering) channels. Corporate channels doesn’t prefer this machine much. In this machine only 2
product is possible i.e. Cold Coffee and Iced Tea.
Iced Tea & Cold Coffee Dispensing Solution
 Beverages that can be dispensed: Lemon or Peach
 Flavoured Iced Tea, Cold Coffee
 Rated Capacity: @ 40 cups/hour of 400 ml for 2 peak
hours
 Dimensions (H x W x D) in inches: 28”x 14” x 29”
Rated Power Consumption: 3.2 KW/day
 Weight: 62 KG
 Premix Canister Capacity: 1 KG
 No of Beverages: 3 Beverages GEORGIA COLD MACHINE
 Serve Sizes: 250- 400 ML
 Beverage Temperature: <7 degree Celsius

28. 28
PRODUCTS OF GEORGIA
1. Dairy Whitener Premix – This is the normal powdered milk used in the beans machine as well as
premix machine also. This is the normal dairy whitener which contains normal quantity of sugar.
2. Dairy Whitener Gold – This is the same as dairy whitener just the percentage of sugar is less in the
dairy whitener gold, those who prefer low sugar can easily go for dairy whitener gold both for beans
machine and premix machine for tea bags.
3. Cardamom Tea – This is the normal tea flavoured with cardamom having normal quantity of sugar in
it, corporate channels prefer this tea more
4. Lemon Tea – This tea can also be considered as a refreshing tea, this tea doesn’t contains milk and the
essence of lemon makes the tea more likely to customers
GEORGIA TEA AND COFFEE PREMIX 1kg PACKETS

29. 29
5. Chicory Coffee – This is the normal coffee flavoured by a fruit named Chicory which is found in North
America. This coffee contains milk and sugar both in normal quantity
6. Straight Coffee – This is also known as strong coffee which is much preffered in cold seasons, this
contains both milk and sugar but the percentage of coffee is more than the milk.
7. Cappuccino Premix – Newly launched in the month of April is the new variant of coffee i.e.
Cappucchino, now customers don’t have to take a beans machine or a premium machine to have a cup of
cappucchino.
8. Rosted Coffee Beans – This coffee beans are only used in the beans to cup machine and these are the
premium quality of coffee beans imported from Vishakapattanam. This is a much expensive product of
Georgia. In the beans machine these roasted coffee beans are mixed with dairy whitener and the final
product is in the cup.
9. Cold Coffee Premix – This premix is only used in cold machines, this is mixed with cold water and the
cold coffee is ready, this beverage comes with the measurement of 150ml. This is basically used in retail
channels and shops and cafés
GEORGIA COLD COFFEE PREMIX

30. 30
COMPETITORS OF GEORGIA

31. 31
So our main competitor and the market leader of all times is Nescafe. Now the question may arise that, why
will people not use Nescafe and use Georgia?
The answer is very simple as we are much cost effective from Nescafe in both the cases service and quality
and another advantage we are having is that Nescafe doesn’t have a beans machine but Georgia do have a
Premix machine as well as Beans machine also.
Other than this CCD, Lipton, Godrej is also our competitor. Among the 180 companies we had visited
during the entire internship we came to know that Nescafe is the market leader with 22% of the total market
share in Sector V, Salt Lake. CCD having a market share of 16% and along with that Georgia enjoys a
market share of 14% in this particular area itself.
PIE DIAGRAM OF COFFEE & TEA VENDING MACHINE BRAND
So here we are seeing the market leader is Nescafe with 22%
32% of companies still prefer handmade traditional methods of preparing tea and coffee due to many
reasons like less number of employees in that case a coffee machine is not feasible.Georgia with 14%,
Brooke bond with only 1%, CCD enjoys a good percentage of market shares of 16%, Godrej is just new in
the market with few machines of only 3%, and Lipton is also having a market share of 5%.
1%
16%
3%
22%
5%
32%
14%
7%
TEA & COFFEE BRAND
BROOKE BOND
CCD
GODREJ
NESCAFE
LIPTON
HANDMADE
GEORGIA
OTHERS

32. 32
INDUSTRY OVERVIEW
Plantation crops are high value commercial crops with greater economic importance and play a vital role in
Indian economy. Tea & coffee are the two major plantation crops amongst others, which include coconut,
cashew nut, and rubber.
The Indian tea industry in India is about 172 years old. Tea is grown in the states like Assam, West Bengal,
Tamil Nadu, Kerala, Karnataka, Tripura, Himachal Pradesh, Uttar Pradesh and Bihar. However, production
in substantial quantities is limited to the first five states
Karnataka, Kerala, Tamil Nadu, Andhra Pradesh, Odisha along with North Eastern States are the main states
for producing Coffee crops.
India demands for quality Tea and Coffee and ranks 2nd to be the largest producer of Tea and ranks 6th to
be the largest producer of Coffee. Coffee and Tea are two important plantation crops with higher export
earnings.
India produces both Arabica and Robusta types of coffee. However, coffee production is skewed towards
Robusta in the ratio of 32:68. On an average, approximately 80% of the coffee produced in India is
exported.
In spite of several challenges such as Climatic condition, government policies, poor management practice,
old age of tea bushes and other infrastructural issues; production and exports of tea have seen growth in the
last few years.
Set up under an Act of the Parliament of India in 1942, The Coffee Board of India is an autonomous body,
functioning under the Ministry of Commerce and Industry, Government of India. The Board serves as a
friend, philosopher and guide of the coffee industry in India. The Board focuses on research, development,
extension, quality up gradation, market information, and the domestic and external promotion of Indian
coffee.
Tea Board of India, constituting 31 Board members; is functioning as a statutory body of the Central
Government under the Ministry of Commerce. With a vision to make India, the leading producer and
supplier of quality tea in the global market.

33. 33
OBJECTIVES OF THE PROJECT
Since Coca Cola is a FMCG company and I as an intern had experienced full hardcore sales techniques and
how to perform sales. On the very first day of my internship our industry guide taught us how to face
rejections and enjoy the success. Obviously in sales we had to face rejections more than success. He told us
to keep 3 things in mind during sales i.e.
Know yourself, know your product thoroughly and the most important is to know your customer i.e. what
the customer wants from us and what are his needs, in that case we can approach him in that field itself. Our
objective for this is to install coffee machines and increase the productivity of the company; basically in
other words it can be said that SELLING OF GEORGIA TEA AND COFFEE VENDING MACHINES.
So without proper information and knowledge we can’t just visit random offices and approach them, in that
case we had visited most of the offices in sector v area as because that area were given to me for selling the
machines with our senior and collected the data of all the offices. After that we separated the positive data
and we worked upon the positive customers only.
Purpose: To understand the existing market and increase sales of Georgia Tea and Coffee vending
machines.
Methodology:
• Conducted a survey by interacting with the administration heads of different companies via a
questionnaire
• Compared rates and quotations with other competitors
Learning Outcome:
• Enhanced negotiation skills while conversing with customers
• Developed interpersonal skills during the course of interaction with the administrative heads
• Understood the key features that are instrumental for sales of vending machines
• Improved communication skills and developed confidence by interacting with several corporate
customers.

34. 34
Installing a coffee vending machine in an office is involved various steps:
1. Visiting new offices and approach them for installing the machine in their office
2. They wants to see the quotation and if its positive they mailed us the approval mail in that case we
would send an IRR to the company
3. IRR approval and verification takes about 5-7 days and after that the machine is delivered to the
office
4. After delivering the machine the technician will install the machine and the final step is done.
The basic learning from the period of 3 and half months is mainly selling and marketing techniques which
is neither written in book or in Google, the only way to learn this is only going out in the field. After
internship period I have learnt and gained confidence in selling a product, my company guide always
keeps me motivated whenever we met. For the first few days I failed to install a machine then he called me
for a meeting and motivated us and taught us how to convince customers and make them understand the
difference between a local brand and Georgia brand. So like this we initiated our plan and headed forwards
to install more machines in Kolkata. In some cases there were need for more than 2 or more machines in
that case the customers’ requests us for negotiation of premix prices and the machine AMC also, so in that
case I negotiated with the customers regarding our prices and all and then it had been informed to our sir in
that case sir handles the case.

35. 35
DEVELOPING THE BUSINESS OF GEORGIA
 The business can be expanded from B2B to B2C
 Brand awareness of Georgia brand under the brand name of Coca Cola by advertising
 Introducing Georgia at various organization at the corporate channels
 Analyzing the Georgia business and understanding the industry
 To check the preference of consumers in Kolkata.
 To know the availability of our competitors.
GEORGIA ADS AND BEANS MACHINE IN A RESTAURANT

36. 36
DATA ANALYSIS
Segmentation is the process of distinguishing various customers as per their feedbacks and positions of their
existing brands. With some clients we found that the contract for the vending machines is about to expire on
the near weeks or months so in that case we approached them to take the machines.
In some building many new offices are coming up so they are also our target customers
I segregated the visits and customers list in the following processes:
NEGATIVE – These are the negative calls which are unwilling to take a vending machine or they will
continue with their existing vendors only
PARTIAL LIST OF NEGATIVE CUSTOMERS

37. 37
PENDING – These are the pending visits which are yet to confirm about the machines and didn’t get the
approval for the confirmation. These data may help the company to fetch some more machines in the near
future.
PARTIAL LIST OF PENDING CUSTOMERS

38. 38
POSITIVE- – These are the positive visits which have already seen the quotation, willing to take the
machine but documents are pending and yet to be confirmed.
PARTIAL LIST OF POSITIVE CUSTOMERS

39. 39
ACTIVATED- In spite of tough competitors we managed to activate some accounts of Georgia Tea and
Coffee Vending Machines.
ACTIVATED ACCOUNTS OF GEORGIA

40. 40
RESEARCH METHODOLOGY
Research may be defined as the search for knowledge through an objective and scientific method of finding
solution of problem. It includes various steps that are generally adopted by a research problem along the
logic behind them.
Data collection is the heart of market research .It is an elaborate process through which the researcher makes
a planned search for all the relevant data required for the assignment.
Primary Data:
 Observation
 Survey
 Personal interaction
 Questionnaires
 Report updating
SecondaryData:
 Internet
 Companies website
 Past data and reports
 Industry guides help
Work Description:
 Market visits
 Business proposal through one 2 one interaction
 Communication and follow ups through mails and telephonic conversations
 Fixed the rates if agrees
 Strike the deal

41. 41
FINDINGS FROM THE QUESTIONNARE
OVERALL RESPONSE FROM ALL THE CUSTOMERS:
So this is the overall response of 180 visits so far. From here we can see negative visits are 36%, positive is
27% which further led to activation of 5% of accounts and 32% visits are still pending as because they
didn’t finalize the product with us till now.
POSITIVE
27%
NEGATIVE
36%
PENDING
32%
INSTALLED
5%
OVERALL RESPONSE

42. 42
SOURCE OF TEA AND COFFEE USED IN THE ORGANIZATION FOR THE EMPLOYEES AND
VISITORS
Q. What is the source of tea & Coffee inyour office?
a) Handmade
b) Vending machine
c) Outsourcing
d) Nil
So from the following pie chart we are able to see that out of 180 organizations only 59% of its use vending
machines for tea and coffee, so there is a huge chance of entering into that particular area if proper branding
and awareness is done. 33% of this used the traditional method of preparing tea for their employees as well
as visitors also. Only 7% outsourced it i.e. they have their fixed vendor who supplies tea or coffee at a
regular basis at a stipulated time and only 1% of it doesn’t have any option for tea and coffee in their
organization may be due to poor employee strength.
OUTSOURCED
7%
NOT USED
1%
HANDMADE
33%
VENDING
MACHINE
59%
SOURCE OF TEA AND COFFEE

43. 43
WHY TRADITIONAL METHOD OR HANDMADE METHOD OF PREPARING TEA AND
COFFEE?
Q. Why do you prefer the traditional way of tea in your office?
a) Taste
b) Cost
c) Availability
d) Others
We asked them behind the reason for preparing coffee and tea in handmade rather than using vending
machines. So the majority spoke about the costing part of the process and the taste also matters from
vending machine and handmade process also. 37% spoke about cost factor while 28% and 21% spoke about
taste and availability. Availability in the sense they don’t have to order the raw materials and have to wait
for the vendor to supply. And 14% spoke about other problems like space, permission and etc.
TASTE
28%
COST
37%
AVAILABILITY
21%
OTHERS
14%
WHY TRADITIONALWAY OF MAKING TEAOR
COFFEE??

44. 44
ARE THE CONSUMERS SATISFIED WITH THE EXISTING PROCEDURE OR PRODUCT?
Q. Are you satisfied with the quality and taste of the tea and coffee?
a) Yes
b) No
We asked them regarding their satisfaction from their existing brand or vendor. Majority of the offices aren’t
facing any problem with their existing tea and coffee solutions but only 14% of them aren’t satisfied with
their existing product. So we also asked the reasons for dissatisfaction.
YES
86%
NO
14%
Are you satisfied with the quality and taste of
the tea and coffee?

45. 45
PROBLEMS FACING WITH CURRENT VENDING MACHINES
Q. What are the problems you face withthe current vending machine?
a) Deliveryof raw materials not on time
b) Faulty machine infrastructure
c) Late response to complaints
d) No proper maintenance or check-ups
As our raw materials are delivered by our respective distributors hence the distribution channel of Georgia is
very strong compared to other brands. 9% of them spoke to us about the distribution channel of their
existing brands and we convinced them explaining our delivery system. Hence our machines are brand new
machines so there are no issue of faulty machines and our technician will be available at the spot within 3-4
working hours from failure or breakdown. 6% spoke with us about poor maintenance and so Georgia is
having an active team of technicians and they visit every office once in a month and after that if any
complain arises they are more than happy to serve the customers. Hence 75% of the customers are happy
and satisfied with their brand so what’s the reason for that particular brand.
DELIVERY
9%
FAULTY MACHINE
5%
POOR SERVICE
5%
NO PROPER
MAINTENANCE
6%
NO PROBLEM
75%
TYPES OF PROBLEMS FACED BYVENDING
MACHINES

46. 46
REASONS BEHIND PARTICULAR BRAND
Q. What makes you prefer a particular brand?
a) Brand loyalty
b) Health concerns
c) Taste
d) Price
e) Availability
f) Others
31% of customers are much fascinated about the brands they are using currently so they never thought of
changing the vending solutions on the other hand 18% of them feels that Georgia is much more costly
product than other competitors so they rejected our proposals, 20% feels that changing the brand may results
in health issues so they would love to continue with their existing brand. 11% and 14% are much focussed
on availability and taste of the product so they stick to the existing brand only. And 6% is miscellaneous
reasons which may be contract validity or Pan India contract and many more. Canteen facility is provided in
such organizations where the employee strength is much high and the canteen expenses are bearded by the
company itself. So we ask during the visits regarding their canteen services or not, here are the answers.
BRAND LOYALTY
31%
HEALTH
CONCERNS
20%TASTE
14%
PRICE
18%
AVAILABILITY
11%
OTHERS
6%
REASON FOR PARTICULAR BRAND OR METHOD

47. 47
Q. Is there any canteen facility at your office?
a) YES
b) NO
So
onl
y 25% of organizations provide canteen service for the employees and 75% of organizations don’t provide
canteen services for the employees which is a great sign of expanding the business of Georgia over the
corporate channels.
ESTIMATED CUPPAGE OF TEA/COFFEE PER DAY?
YES
25%
NO
75%
CANTEEN FACILITY

48. 48
Q. What is the estimated cup-page of tea/coffee per day?
a) 10-50
b) 50-100
c) 100-150
d) 150 and above
From this bar chart we got a clear explanation of how will Georgia work on these channels. Entering into a
business with more than 100 cups per day increases a lot of revenue for the company. Our target was
according to the machines they are willing to take, for example beans machine requires high volume than
premixes.
0 10 20 30 40 50 60 70 80
10 to 50
50 to 100
100 to 150
150 and above
10 to 50 50 to 100 100 to 150 150 and above
Series1 57 41 15 67
NUMBER OF CUPS PER DAY

49. 49
Q. Would you like to go for a vending machine withhygienic, different options of
taste at a cost effective price?
a) YES
b) NO
c) MAY BE
We asked for a review about if they are willing to go for a vending machine with hygienic and different
options of taste at a cost effective price. The feedback was a positive one as because many offices are
willing to have tea and coffee of different tastes and flavours so they can go forward with Georgia.
YES
74%
NO
5%
MAY BE
21%
Would you like to go for a vending machine with hygienic,
different options of taste at a cost effective price?

50. 50
POSITIONING OF THE PRODUCT
Positioning is such a process to place the product in customers mind. It is very crucial that how we place the
product on the market and how it creates an impression in the customers mind. It is the act of designing the
companies offer and image so that it occupies a distinct position and value in the customers mind.
Positioning refers to an overall strategy that “aims to make a brand occupy a distinct position, relative to
competing brands, in the mind of the customer”
We positioned the product by highlighting the strengths and advantages of our product only.
For example:
 Monthly Maintenance Charge (MMC) is minimum compared to the competitors
 Machine is 100% maintained by our company itself
 Change of spare parts is included in the MMC itself may be it minor or major up to replacement of
the machine
 Cost of materials are less compared to other brands
 Georgia holds the brand name of Coca Cola which attracts more positive thoughts regarding the
product
 Supply of materials by the respective distributors which results in proper delivery of raw materials
 Breakdown service and other maintenance service is done within 2-4 working hours
So these points attract more customers and the position of the product will be top of their mind always if
they understand the positive points of the product.

51. 51
OBSERVATIONS OF THE PROJECT
FINDINGS
 People awareness for GEORGIA GOLD ICED TEA AND COLD COFFEE was not there.
 People awareness for cold coffee is relatively more than flavoured iced tea.
 Investment in iced tea in retail show cast a sorrow picture, as there is lack of both awareness and
knowledge.
 People mostly prefer to consume a cup of iced tea and cold coffee at some good hygienic eatery
rather than from any roadside vendor.
 Tastes of manually made cold coffee with shaker are not up to the mark in comparison to the same
made through vending machine.
 Retailers are more interested in smaller pouch packets rather than a 1kg packet, which will cost him
more.
 Georgia having only 2% of total Coca-Cola’s share worldwide which may lead to fast falling of the
brand

52. 52
SWOT ANALYSIS
STRENGTHS:
 Employee engagement by the Coca-Cola India family.
 Active team for Georgia Sales all over Kolkata
 Vending equipment and spares directly managed by Coca-Cola India Pvt. Ltd
 Products manufactured by Coca-Cola Company itself
 FSSAI (Food Safety and Standards Authority of India) approved products
 Centralised technical team
 Response by technical team within 3-4 working hours of machine breakdown or any problem
faced by the customer
 Widest range of product portfolio
 Use of dairy whitener which improves hygiene and removes hidden costs associated with
wastage and electricity consumption.
WEAKNESS:
 Cost of vending machine is higher than other competitors
 Cost of premix are higher than other competitors
 We are charging an MMC where as other competitors aren’t charging any MMC
 Passive Georgia India website and online engagement platform absent
 Absence of brand tagline(low brand awareness)
 Absence of proper advertising and brand value
 Non-availability of product in in-house and retail
 Absence of cafe/kiosks

53. 53
OPPORTUNITY:
 Tea and coffee continue to top the beverage industry
 It’s a necessity for all
 Premix should also be prepared without vending machines
 Expanding the business from B2B to B2C (in-house and retails) with special focus on premix
 Increasing working class and urbanization leading to more preference of premix
 Increase in usage occasions both in-house and general trade an corporate channels
THREATS:
 Highly competitive market
 Price competition
 Price is much higher which results to poor sustainability of accounts
 Georgia having only 2% of total Coca-Colas share worldwide which may lead to fast falling of
the brand
 Increasing media spends by competitors like Nescafe, CCD, Lipton, etc. Reducing Georgia’s
share of voice.
 Regular expansion of product portfolios by the top players

54. 54
SUGGESTIONS AND RECOMMENDATIONS
 Launching of Georgia retail packs should be introduced for the non vending machine customers
 More branding and advertisement should be done for Georgia Iced Tea and Cold Coffee as because
people aren’t aware of the cold beverage products of Georgia
 Distribution channel of raw materials should be well established
 Small pouch packets should be introduced as customers wants to try out in small packets before
investing in such products
 Lastly the promotion of the brand has to be done so that people come to know about the brand and its
product
 Expanding the business from B2B to B2C (in-house and retails) with special focus on premix
 Increasing working class and urbanization leading to more preference of premix

55. 55
AREA WE WORKED UPON
MAP OF SECTOR V AREA ON WHICH I WORKED UPON

56. 56
SALES PROCESS

57. 57
CONCLUSION
So for over than 3 months of hard work and fruitful lessons I came to know a lot about the FMCG sector and
distribution channel of Coca Cola products. Other than this I have also learned how to sell products and
interact with people over a corporate channel. The most important thing I learn is how to convince a
customer to buy our product and why should he or she buys our product. I learned to highlight the pros of
our products and hide the cons out of them. What is so different in our product that other companies are
failing to serve to the customers.
Our aim is to increase the activation and install Georgia coffee vending machines in the stipulated area given
by industry guide.
So far we have installed 8 coffee vending machines in Salt Lake Sector V. It takes much time to activate an
account is mainly for the approval from the higher authorities and customers want to think twice before
investing a huge amount in this product. We started the research and selling from the beginning and so it
took much time to build a good repo with the administration department of the offices and after several
follow-ups they are ready to work with us.
I have learnt a lot from this 3 and half months summer internship period and I think that I could apply all
those learning’s and experiences in my future.

58. 58
BIBLIOGRAPHY
Online References:
1. www.google.com
2. www.georgiaindia.com
3. www.coca-cola.com
Other than this I would like to thanks my industry guide Mr. Nibir Joarder (Sales Manager) and my
trainer Miss Priyanka Kar (Business DeveloperGeorgia)

59. 59
ANNEXURE
QUESTIONNARE:
QUESTIONAIRE FOR MARKET STUDY OF CORPORATE INVOLVEMENT TOWARDS HOT
BEVERAGE
1. Name of the company :
2. Address and phone No. :
3. Contact person & Designation :
4. Type of company :
5. Total no of employees :
6. What are the normal working hours of your office?
7. What is the source of drinking water in your office?
a) Packaged drinking water
b) Water purifier
c) Other
8. Is there any canteen facility at your office?
c) YES
d) NO
9. What is the source of tea & Coffee in your office?
e) Traditional method
f) Vending machine
g) Outsourcing
10. What is the estimated cup page of tea/coffee per day?
11. Why do you prefer the traditional way of tea in your office?
e) Taste
f) Cost
g) Availability
h) Others

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12. Have you ever tasted tea/coffee dispensed through vending machine?
13. Would you like to go for a vending machine with hygienic, different options of taste at a cost
effective price?
14. Which brand of vending machine do you use?
a) Nestle
b) Lipton
c) Café coffee day
d) Others
15. Are you satisfied with the quality and taste of the tea and coffee?
16. Tick the problems you face with the current vending machine?
e) Delivery of raw materials not on time
f) Faulty machine infrastructure
g) Late response to complaints
h) No proper maintenance or check-ups
17. What makes you prefer a particular brand?
g) Brand loyalty
h) Health concerns
i) Taste
j) Price
k) Availability
l) Others
18. Would you like to go for a vending machine with hygienic, different options of taste at a cost
effective price?
19. Would you like to meet representative from Georgia a quality product of The Coca-Cola Company?

61. 61
QUOTATION
PREMIX MACHINE QUOTATION
Sub-Quotation for GEORGIA Tea &Coffee Beverage Solutions with every detail.
We THE COCA-COLA COMPANY best known for its flagship product Coca-Cola, has launched a new
segment, that is tea and coffee beverages, named as (Coca-Cola Georgia division) in the year 2004.With
Georgia, we The Coca-Cola Company provides you the same assurance of quality which you expect from
the name “Coca-Cola”. We are proud to have a history in this industry for over 10 years.
We provide these following ranges of equipment’s/vending machines:-
 Hot Beverage Solutions (BEAN TO CUP/PREMIX)
 Cold Beverage Solutions
As per your requirement for PREMIX machine along with product details are as follows:
PREMIX Machine (a convenient and value for money premix solution):
 Fully automated machine providing Cardamom tea, hot lemon tea, dipped tea, straight coffee
 Beverage size-90ml,120ml,150ml
 No liquid milk, our machine uses specially developed dairy whitener
 Paper cup cost is 0.75 with Georgia Brand for 150ml serve size
Pricing Details:
 Carton size-12kg each
 Dimensions(HXWXD)in inches-25.39”X14.96”X21.06
 Cardamom Tea Gold-1Kg (118 Cups)
 Normal Tea & Normal Coffee-1kg(95 cups)
 Lemon Tea -1Kg (118 cups)
 Dairy Whitener & Cappuccino- 1Kg (95 Cups)

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List of products with pricing details for Premix Machine
TERMS & CONDITIONS:-
 Per months maintenance charge (MC) is charged Rs.600 + 15% service tax
 Installation is free of charge
 Servicing is done on the same day
 Maintenance, services and spares are managed by Coca-Cola Beverages Pvt. Ltd.
 Only purified water ISI 1453 is used
 A pantry boy is needed to operate the machine & our technician will provide training.
 For any service issue call toll free number-1800 103 4363
We are pleased to inform you about our tea & coffee segment (Coca-Cola Georgia).
With Regards
Yours sincerely- Yours truly,
For Crystal Springs,
(A unit of Diamond Beverages Pvt. Ltd.)
Priyanka kar
PRODUCTS PER CUP
COST(Rs)
UNIT
PRICE(Rs./KG)
Existing MRP
RevisedMRP
(New)
Dairy whitener premix 2.40 240 255
Cardamom tea premix 3.50 330 350
Chicory coffee normal
sugar)
3.30 315 330
Straight coffee 3.30 330 350
Lemon tea 1.80 260 275
Cardamom Tea Gold
(Less Sugar)
3.60p 395 430
Cappuccino Premix 4.95p 475 475

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Phn no-9635736658
BEANS MACHINE QUOTATION
Sub-Quotation for GEORGIA Tea &Coffee Beverage Solutions with every details.
We THE COCA-COLA COMPANY best known for its flagship product Coca-Cola, has launched a new
segment, that is tea and coffee beverages, named as (Coca-Cola Georgia division) in the year 2004.With
Georgia, we The Coca-Cola Company provides you the same assurance of quality which you expect from
the name “Coca-Cola”. We are proud to have a history in this industry for over 10 years.
We provide these following ranges of equipment’s/vending machines:-
 Hot Beverage Solutions (BEAN TO CUP/PREMIX)
 Cold Beverage Solutions
As per your requirement for BEAN TO CUP machine with our products, the details are as follows:
HOT BEVERAGE SOLUTIONS-
R&G or BEAN TO CUP Machine (the premium option for coffee lovers, freshly brewed coffees in a
variety of options):
 Fully automated machine providing coffee range as(Espresso, Americano, Cappuccino, Café latte)
also tea range as(lemon tea, cardamom tea)
 Beverage size-90ml,120ml,150ml
 Paper cup cost is 0.60p per Normal cup & with Georgia logo its cost is 0.75p per cup for 150 ML.
 Our machine use specially developed dairy whitener not liquid milk, thus more hygienic
 Per Month maintenance charge (AMC) is charged Rs.700 plus Service Tax (15%)
Pricing Details:
 Carton size-12kg each
 Assam Tea-Rs-110,115,130( As Per Choice)
 Sugar-50p each for 5gram (1Box-200 Piece)
 Roasted coffee beans-1kg (118 cups)
 Lemon tea & Cardamom Tea-1Kg (118 cups)

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 Dairy Whitener Gold-1kg(95 cups)
List of products with pricing details for Beanto Cup Coffee Machine
PRODUCTS UNITS(KG) UNIT PRICE (KG)
Existing MRP
RevisedMRP(New)
Roasted coffee beans 1 580 580
Dairy gold whitener 1 425 445
Cardamom tea gold(low
sugar)
1 395 430
Lemon tea gold 1 260 275
TERMS & CONDITIONS:-
 Installation is free of charge
 Servicing is done on the same day
 Maintenance, services and spares are managed by Coca-Cola Beverages Pvt. Ltd.
 Only purified water ISI 1453 is used
 First three months AMC is to be deposited during installation of machine.
 For any service issue call toll free number-1800 103 4363
We are pleased to inform you about our tea & coffee segment (Coca-Cola Georgia).
With Regards
Yours truly,
For Crystal Springs,
(A unit of Diamond Beverages Pvt. Ltd.)
Yours sincerely-
Priyanka kar
Phn no-9635736658