BRAND AWARENESS & SALES OF HINDUSTAN COCA-COLA BEVERAGES PVT. LTD PRODUCTS

“BRAND AWARENESS & SALES OF HINDUSTAN COCA-
COLA BEVERAGES PVT. LTD PRODUCTS”
With Reference to Hindustan Coca-Cola Beverages Pvt. Ltd, Ahmedabad.
A Summer Project Report Submitted in Partial Fulfillment of award of MBA Degree
Project Guide:
Prof. Gincy Mathew
Prof. Jallavi Panchmamia
Submitted by:
Patel Prashant
Roll No: 75
Shah Harsh
Roll No: 102
Submitted to
S. K. PATEL INSTITUTE OF MANAGEMENT & COMPUTER STUDIES
Gandhinagar, India
August 2013

Brand Awareness & Sales of HCCBPL Products 1 | P a g e
CHAPTER 1: INTRODUCTION
What is Consumer Awareness?
Consumer awareness is the understanding and knowledge that a buyer should have of his
rights as a customer. The awareness is very important for the buyer since it permits him to get
the most from what he buys.
The Beverages (soft-drink) industry comprises companies that manufacture non alcoholic
beverages and carbonated mineral waters or concentrates and syrups for the manufacture of
carbonated beverages. Naturally occurring bubbling or sparkling mineral waters have been
popular for thousands of years: the ancient Greeks believed that such waters had medicinal
properties and bathed in them regularly; the Romans established resorts around mineral
springs throughout Europe.
Soft Drinks were common preference among all the individuals, irrespective of the age group
as it had great brand value and great advertisement. Market Research is based on some
underlying parameters like:
 Changing consumption pattern
 Advertisements
 Taste and price
Beverage Industry in India
India offers the greatest potential for the beverage industry. The country accounts for almost
10 per cent of global beverage consumption. That makes beverage consumption in India the
third largest in the world after the United States and China. Today, it is being looked as a
country that offers the greatest potential, even more so than China. This year, the beverage
industry in India is being estimated to grow at 17 per cent.
Non-alcoholic Drinks Company actually sees India as a potential market because of the kind
of summer that India sees. The Coca-Cola Company reported its profit climbed 43 per cent in
the second quarter to two billion dollar, getting a boost from double-digit unit case volume
growth. The Indian CSD (carbonated soft drinks) market stands at 1.2 billion dollar and the
fruit-based beverages and bottled water at 600 million dollar and 300 million dollar,
respectively.
A sale is the act of selling a product or service in return for money or other compensation. In
any business organization, sales is the department that generates revenue. A sales process
contains the seven steps: Prospecting, Approach, Presentation, Demonstration, Handling
Objections, Closing, Follow-up.
Sales versus Marketing
While it is sometimes difficult to draw the line at where the marketing process ends and the
sales efforts begin, the sales effort is the effort that actually collects the money -- or the
obligation to buy, in the case of a purchase order or financed arrangement. The marketing
effort creates favorable conditions for the sale to take place. In a nutshell, the marketer leads
the horse to water; the sales team makes it drink.

The Coca-Cola Company is an American multinational beverage corporation and
manufacturer, retailer and marketer of nonalcoholic beverage concentrates and syrups, which
is headquartered in Atlanta, Georgia founded in 1886. Coca-Cola acquired Minute Maid in
1960, the Indian cola brand Thums Up in 1993, and Barq's in 1995. In 2001, it acquired
the Odwalla brand of fruit juices, smoothies and bars for $181 million. In 2007, it
acquired Fuze Beverage from founder Lance Collins and Castanea Partners for an estimated
$250 million. Company has the large products like coca-cola, thums-up, limca, sprite, fanta,
kinley water, kinley soda etc. coca-cola india celebrates its 20th
anniversary in the country.
Product promotional strategy define the objectives of promotion, describe the concept of a
promotional mix, explain the various personal selling tasks, list the steps in the sales process,
explain the different types of advertising, discuss how sales promotion and public relations
are used in promotional strategy, pushing promotional strategies. Some promotional
strategies are aimed at developing primary demand, the desire for a general product
category. But most promotional strategies are aimed at creating selective demand, the desire
for a particular product.

CHAPTER 2: RESEARCH METHODOLOGY
2.1 Purpose of the study
The popularity and increasing consumption of soft drinks has questioned the awareness
among the people about the different brand of Coca-Cola Company. Thus this study studies
the level of awareness among the people across the age between 18-30 in Gandhinager.
2.2 Research Objectives
 To study the awareness among the age groups 18-30 about the various brand of coca-
cola Company.
 To understand the factors affecting the awareness & purchasing of the brands of
beverages industry (soft drink).
 To understand the hierarchy of work authority and Sales activities of Hindustan Coca-
Cola Beverages Pvt. Ltd. Company (HCCBPL) in Ahmedabad by Harsh Shah & in
Mehsana District by Prashant Patel.
2.3 Research Questions
 Is the Consumer aware the number of companies in beverages industry (cold drink)?
 Can Consumer identify the brand of different beverages company?
 Can the punch line or brand ambassador or design of bottle attract the consumer for
buying?
2.4 Scope of the study
 This Research part of the study is confine to the Gandhinager area & sales activities
part of the HCCBPL products in Ahmedabad by Harsh Shah & in Mehsana District by
Prashant Patel.
 Kinley 500 ml water & coca-cola 400 ml bottle are major products, which is consider
in the sales activities.
 This study does not include the alcoholic drinks and beers.
 We are considering only carbonated drinks, fruit juices and bottled water drinks.
2.5 Research Design
 In this Project the Descriptive research design is used, as the name implies it is designed
to describe something. Such as awareness of the different age group people, the degree of
the awareness varies among the gender and age of the consumers.
 Personal interview & Observation is used, during the sales of the HCCBPL products in
market.

2.6 Sampling Techniques
In this research the convenient sampling technique is used as the name implies samples are
selected which are convenient.
2.7 Selection of sample size
In this research we are take 95 sample for Brand Awareness of beverages industry.
2.8 Data collection
The research is based on two sources –
 Primary data: primary data was collected by preparing questionnaire and people were
randomly selected and requested to fill the questionnaire & observation.
 Secondary data: Secondary data was collected by using company articles, internet and
websites.
2.9 Statistical tools used
The main statistical tools used for the collection and analyses of data in this project are:
 Questionnaire
 Pie charts
 Bar diagrams

CHAPTER 3: INDUSTRY PROFILE
3.1 History of the Industry
Development of the first man-made sparkling or carbonated water is credited to Joseph
Priestley, the British scientist who discovered oxygen. In 1772 he invented a method of
"pushing" carbon dioxide into water by dissolving it under pressure, thus creating fairly
long-lasting bubbles. The technique led to development of the soft-drink industry. By the
beginning of the 19th century, carbonated water was being made commercially in France and
North America; shortly thereafter, flavors (normally fruit concentrates) were added to enliven
the taste. In the 1820s, small carbonated bottling operations were established in Canada,
producing carbonated drinks in refillable bottles which were merchandised as medicinal
elixirs or tonics. Most soft drinks are still carbonated to give drinks a "tangy bite" and to
stimulate the tongue.
The principle of "pushing" carbon dioxide is still used, but now the water is first purified in a
process known as "polishing." Cooled carbon dioxide is then injected at pressures of 275-550
kilopascals. Other packaging innovations since the mid-1960s include canned carbonated
beverages, nonreturnable glass bottles and containers made from rigid plastics. However, an
effort is being made, often through provincial legislation, to increase the use of returnable
glass containers.
The Beverages (soft-drink) industry comprises companies that manufacture non alcoholic
beverages and carbonated mineral waters or concentrates and syrups for the manufacture of
carbonated beverages.
Leading Indian companies with direct and allied interests in the non-alcoholic beverage
industry have come together to form the Indian Beverage Association (IBA). These
companies include Dabur India Ltd, Red Bull India Pvt. Ltd, Tetra Pak India Pvt. Ltd, Pearl
Drinks Ltd, Bengal Beverages Ltd, Jain Irrigation Systems Ltd, Coca-Cola India and Pepsico
India Holdings Pvt. Ltd. The Indian Soft Drinks Manufacturers Association (ISDMA) is also
a member of the IBA. The Indian Beverage Association is the first such industry organization
in India. It intends to act as a common voice for the non-alcoholic beverage industry and play
an increasingly significant role in the growth of this sector, a sector that drives the economy
by providing employment opportunities and driving Income growth.
3.2 Major players & their main products in the beverage industry
Major players in the beverage industry are Hindustan Coca-Cola Beverages Pvt. Ltd, Pepsico
India Holding Pvt. Ltd, Parle Agro, Dabur India Ltd & RC cola.
Hindustan Coca-cola Beverages Pvt. Ltd. has the product range of Coca-Cola, Thums Up,
Fanta, Limca, Maaza, Sprite, Kinley water, Kinley Soda, Minute Maid (Juice).
Pepsico India Holding Pvt. Ltd. has the product range of Pepsi, 7UP, Mountain Dew, Slice,
Aquafina, Tropicana (juice).
Parle Agro has the main products like Frooti, Appy, Appy Fizz & Dabur India Ltd has the
product of Real in the juice segment.

Growing at a compound annual growth rate (CAGR) of about 35% annually, Indian non-
carbonated drink market is likely to touch Rs. 54,000 crore by 2015 from the current level of
Rs. 22,000 crore including fruit drinks, nectars and juices etc, a study conducted by
ASSOCHAM said. Factors that have fuelled this industry's growth are greater disposable
incomes, particularly in urban areas; consumers are seeking healthier beverages even if they
are relatively more expensive, due to their positioning.
Also raising awareness levels with regard to obesity and other weight related health issues,
especially amongst teenagers and young adults, has helped push sales of non-carbonates, says
an industry specific analysis of The Associated Chambers of Commerce and Industry of
India. ASSOCHAM findings indicate that a strong shift in consumer beverage demand
towards non carbonated alternatives, creating new opportunities for drinks manufactures in
the country. The most traditional Indian beverages comprise Lassi, Chach, Sharbat, Thandai,
Kanj, or milk shake, nimbu pani (lemonade), badam doodh and coconut water.
The soft drink market is predominantly urban with 25% contribution from rural areas &
mineral water market in India is a 65 million crates industry.
3.3 PEST Analysis of Beverage Industry
 Political/Legal Factors
 Food and Drug Administration (FDA) Regulation
All the food products manufacturers and producers are under the control of FDA. For
instance, the food and drug administration certifies and tests new ingredients such as high
concentration sweeteners prior to they are permitted to be used in beverages and soft drink
production.
 Human Rights Issue
Multinational corporations are facing different human rights issues, rules, regulations, laws
and policies of different governments in operating countries.
 Waste management and public concerns
Increasing environmental consciousness is most important to growing legislation. The firm’s
operation is exaggerated by federal legislative applications that concentrate on the four
objectives.
1. Decrease the quantity of packaging material inflowing the nation’s solid waste
management system
2. Diminish the consumption of natural scarce resources
3. Increase the reuse and recycling packaging materials
To shelter the natural environment and human health from undesirable effects related with
the dumping of packaging materials. For instance, Connecticut has now passed a law that
controls packaging to enlarge its recyclability.

 Economic Factors
The main factors taken into deliberation are the market risks, which a Pepsi company is bared
to commodity prices, foreign exchange rate and interest rate. These elements are described as
follows.
 Commodity prices
Commodity prices distress the raw material cost, Pepsi Company is opened to market risk
due to the commodities prices, because in competitive environment where Pepsi is operating,
would limited its capability from improving costs during higher pricing.
 Foreign exchange & global economic conditions
Operating in global environment is not as easy as operating in local market, because it
involve the exposure to currency exchange rates variations. This generally affects the interest
rate, economic growth, government actions inflation and other economic factors. These
changes could affect the Pepsi and Coke to adjust their operating and financing strategies.
Variations in global currency exchanging rates and macro-economic conditions could affect
the international operating profits and business of the Pepsi and Coke.
 Interest rate
Pepsi and Coca Cola could control their general financing in term of harmonizing risks and
investment opportunities. To minimize overall borrowing costs firms in beverage industry are
using currency swaps and interest rate to significantly adapt the rates in order to minimize the
borrowing cost.
 Socio-cultural factors
Now-a-days consumers are not brand loyal as they were previously, now they can easily
switch to another product. Consumer choice for beverages and soft drinks is affected by two
major characteristics such as ethnicity and age. Due to health reason, age factor plays very
important role when choosing a soft drink or beverage. Some studies have been conducted
and found that soft drinks and cola products in general may result health problems specially,
kidney stones. In compare to adults, younger consumers specially teens and twenties have
fewer interest spans for products and have a preference of products that seems different and
to be fun. Now players in beverages industry changes to non cola products for instance
bottled water, sports drinks, tea etc.

 Technological factors
Technological advancement in manufacturing and new quality improvement concepts such
JIT, Six Sigma, MRP-II etc are the significant providers to improve efficiency of bottling
operations and quality of products. Advancement in technology also helps to introduce new
product lines for example new flavors, sugar-free or diet sweeteners, caffeine free goods
facilitates Pepsi and Coke to launch brands that meet changing customer style, preferences
and taste. In beverage industry distribution process is a big challenge because process can be
able to place the right products at right time. In soft drink industry technology can provide a
competitive advantage, if it is applied in area such as logistic products into stores less
extravagantly and costs beyond the distribution pipeline while increasing sales information
availability.
Overall Carbonated Soft Drinks Market in India: Rs 13,000 Crore
15%
14%
13%
9%8%
42%
Thums Up Rs 1,950 Cr
Sprite Rs 1,820 Cr
Pepsi Rs 1,625 Cr
Coke Rs 1.105 Cr
Mountain Dew Rs
1,105 Cr
Other

CHAPTER 4: COMPANY PROFILE
4.1 Coca-Cola History
Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S.
Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda
fountains. He created a flavored syrup, took it to his neighbourhood pharmacy, where it was
mixed with carbonated water and deemed "excellent" by those who sampled it. Dr.
Pemberton's partner and bookkeeper, Frank M. Robinson, is credited with naming the
beverage "Coca-Cola" as well as designing the trademarked, distinct script, still used today.
Did you know? ………..The first servings of Coca-Cola were sold for 5 cents per glass.
During the first year, sales averaged a modest nine servings per day in Atlanta. Today,
daily servings of Coca-Cola beverages are estimated at 1.8 billion globally.
Prior to Dr. John S. Pemberton’s death in 1888, just two years after creating what was to
become the world's 1-selling sparkling beverage, Dr. Pemberton sold portions of his business
to various parties, with the majority of the interest sold to Atlanta businessman, Asa G.
Candler. Under Mr. Candler's leadership, distribution of Coca-Cola expanded to soda
fountains beyond Atlanta. In 1894, impressed by the growing demand for Coca-Cola and the
desire to make the beverage portable, Joseph Biedenharn installed bottling machinery in the
rear of his Mississippi soda fountain, becoming the first to put Coca-Cola in bottles. Large
scale bottling was made possible just five years later, when in 1899, three enterprising
businessmen in Chattanooga, Tennessee secured exclusive rights to bottle and sell Coca-
Cola. The three entrepreneurs purchased the bottling rights from Asa Candler for just $1.
Benjamin Thomas, Joseph Whitehead and John Lupton developed what became the Coca-
Cola worldwide bottling system.
Among the biggest challenges for early bottlers, were imitations of the beverage by
competitors coupled with a lack of packaging consistency among the 1,000 bottling plants at
the time. The bottlers agreed that a distinctive beverage needed a standard and distinctive
bottle, and in 1916, the bottlers approved the unique contour bottle. The new Coca-Cola
bottle was so distinctive it could be recognized in the dark and it effectively set the brand
apart from competition. The contoured Coca-Cola bottle was trademarked in 1977.
4.2 Evolution of The Coca-Cola Bottle
The 1980s featured such memorable slogans as "Coke is It!", "Catch the Wave"
and "Can't Beat the Feeling". In 1993, Coca-Cola experimented with computer
animation, and the popular "Always Coca-Cola" campaign was launched in a
series of ads featuring animated polar bears. Each animated ad in the "Always
Coca-Cola" series took 12 weeks to produce from beginning to end. The bears
were, and still are, a huge hit with consumers because of their embodiment of
characteristics like innocence, mischief and fun. A favorite feature at the World
of Coca-Cola is the ability to have your photo taken with the beloved 7' tall
Coca-Cola Polar Bear.

Did you know? One of the most famous advertising slogans in Coca-Cola history "The
Pause That Refreshes" first appeared in the Saturday Evening Post in 1929. The theme
of pausing with Coca-Cola refreshment is still echoed in today's marketing.
In 2009, the "Open Happiness" campaign was unveiled globally. The central message of
"Open Happiness" is an invitation to billions around the world to pause, refresh with a Coca-
Cola, and continue to enjoy one of life's simple pleasures. The "Open Happiness" message
was seen in stores, on billboards, in TV spots and printed advertising along with digital and
music components -- including a single featuring Janelle Monae covering the 1980 song,
"Are You Getting Enough Happiness?" The happiness theme continued with "Open the
Games. Open Happiness" featured during the 2010 Winter Olympic Games in Vancouver,
followed by a 2010 social media extension, "Expedition 206" -- an initiative whereby three
happiness ambassadors travel to 206 countries in 365 days with one mission: determining
what makes people happy. The inspirational year-long journey is being recorded and
communicated via blog posts, tweets, videos and pictures.
4.3
The Coca-Cola Company re-entered India through its wholly owned subsidiary, Coca-Cola
India Private Limited and re-launched Coca-Cola in 1993 after the opening up of the Indian
economy to foreign investments in 1991. Since then its operations have grown rapidly
through a model that supports bottling operations, both company owned as well as locally
owned and includes over 7,000 Indian distributors and more than 2.2 million retailers. Today,
their brands are the leading brands in most beverage segments. The Coca-Cola Company's
brands in India include Coca-Cola, Fanta Orange, Limca, Sprite, Thums Up, Burn, Kinley,
Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh and the Georgia Gold range
of teas and coffees and Vitingo (a beverage fortified with micro-nutrients).
In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola
Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and
beverage bases and powdered beverage mixes, a Company-owned bottling entity, namely,
Hindustan Coca-Cola Beverages Pvt Ltd; thirteen licensed bottling partners of The Coca-
Cola Company, who are authorized to prepare, package, sell and distribute beverages under
certain specified trademarks of The Coca-Cola Company; and an extensive distribution
system comprising of their customers, distributors and retailers. Coca-Cola India Private
Limited sells concentrate and beverage bases to authorized bottlers who are authorized to use
these to produce our portfolio of beverages. These authorized bottlers independently develop
local markets and distribute beverages to grocers, small retailers, supermarkets, restaurants
and numerous other businesses. In turn, these customers make their beverages available to
consumers across India.
The Coca-Cola system in India has already invested USD 2 Billion till 2011, since its re-
entry into India. The company will be investing another USD 5 Billion till the year 2020.

The Coca-Cola system in India directly employs over 25,000 people including those on
contract. The system has created indirect employment for more than 1,50,000 people in
related industries through its vast procurement, supply and distribution system. They strive to
ensure that their work environment is safe and inclusive and that there are plentiful
opportunities for their people in India and across the world.
The beverage industry is a major driver of economic growth. A National Council of Applied
Economic Research (NCAER) study on the carbonated soft-drink industry indicates that this
industry has an output multiplier effect of 2.1. This means that if one unit of output of
beverage is increased, the direct and indirect effect on the economy will be twice of that. In
terms of employment, the NCAER study notes that "an extra production of 1000 cases
generates an extra employment of 410 man days."
As a Company, their products are an integral part of the micro economy particularly in small
towns and villages, contributing to creation of jobs and growth in GDP. Coca-Cola in India is
amongst the largest domestic buyers of certain agricultural products.
As an industry which has strong backward and forward linkages, our operations catalysis
growth in demand for products like glass, plastic, refrigeration, transportation, and Industrial
and agricultural products. Their operations also lead to incremental growth for enterprises
engaged in post-production activities like merchandising, marketing and sales. In addition,
they share best practices and technological advancements with their suppliers, vendors and
allied industries which often lead to improvement in the overall standards of quality across
industries.
The Coca-Cola Company has always placed high value on good citizenship. Their basic
proposition entails that their Company's business should refresh the market; enrich the
workplace; protect and preserve the environment; and strengthen the community. They
leverage their unique strengths to actively support and respond to local needs -- be it the need
for education, health, water or nutrition. They have used our distribution network for disaster
relief, their marketing prowess to raise awareness on issues such as PET recycling, and their
presence in communities to improve access to education and potable water. The Coca-Cola
India Foundation is now taking forward in the community at large, projects and programs of
social relevance to carry forward the message of inclusive growth and development.

4.4 Organization Chart of Coca-Cola India
4.5 Mission , Vision & values
The world is changing all around us. To continue to thrive as a business over the next ten
years and beyond, we must look ahead, understand the trends and forces that will shape our
business in the future and move swiftly to prepare for what's to come. We must get ready for
tomorrow today. That's what our 2020 Vision is all about. It creates a long-term destination
for our business and provides us with a "Road map" for winning together with our bottling
partners.
Our Mission
Our Road map starts with our mission, which is enduring. It declares our purpose as a
Company and serves as the standard against which we weigh our actions and decisions.
 To refresh the world...
 To inspire moments of optimism and happiness...
 To create value and make a difference

Our Vision
Our vision serves as the framework for our Road map and guides every aspect of our business
by describing what we need to accomplish in order to continue achieving sustainable, quality
growth.
 People: Be a great place to work where people are inspired to be the best they can be
 Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and
satisfy people’s desires and needs
 Partners: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value
 Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities
 Profit: Maximize long-term return to share owners while being mindful of our overall
responsibilities
 Productivity: Be a highly effective, lean and fast-moving organization
Vision 2020
Objective: Increase demand & visibility by creating the “Next Generation Outlets”. Focus is
primary on E&D and Convenience Channel.

Our Winning Culture
Our Winning Culture defines the attitudes and behaviors that will be required of us to make
our 2020 Vision a reality.
Live Our Values
Our values serve as a compass for our actions and describe how we behave in the world.
 Leadership: The courage to shape a better future
 Collaboration: Leverage collective genius
 Integrity: Be real
 Accountability: If it is to be, it’s up to me
 Passion: Committed in heart and mind
 Diversity: As inclusive as our brands
 Quality: What we do, we do well
Focus on the Market
 Focus on needs of our consumers, customers and franchise partners
 Get out into the market and listen, observe and learn
 Possess a world view
 Focus on execution in the marketplace every day
 Be insatiably curious
Work Smart
 Act with urgency
 Remain responsive to change
 Have the courage to change course when needed
 Remain constructively discontent
 Work efficiently
Act Like Owners
 Be accountable for our actions and in actions
 Steward system assets and focus on building value
 Reward our people for taking risks and finding better ways to solve problems
 Learn from our outcomes -- what worked and what didn’t Be the Brand
 Inspire creativity, passion, optimism and fun
Be the Brand
 Inspire creativity, passion, optimism and fun

4.6 Products of Coca – Cola Company
Coca-cola
Coca cola has truly remarkable heritage. From a humble beginning in 1886 it has now
become the flagship brand of largest manufacturer, distributor of non alcoholic beverages in
the world.
In India, coca cola was the leading soft drink till 1977 when govt. policies necessitated its
departure. Coca cola has made its return to the country in 1993.and made significant
investment to ensure that the beverage is available to more and more people in remote as well
as inaccessible parts of the world.
Coca cola returned to India in 1993 and over the past ten years has captured the imagination
of the nation, building strong association with cricket, the thriving cinema industry, music
etc. coca cola has been very strongly associated with cricket, sponsoring the world cup in
1996.In 2002, coca cola launched the campaign, ”Thanda Matlab coca cola”. in 2003,coke
was available for just rs,5 in the country.
Diet Coke
Diet Coke, called Coca-Cola Light in some countries, is a sugar-free soft drink produced
and distributed by The Coca-Cola Company. 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. The
product quickly overtook the soft drink Tab in sales. Diet Coke was sweetened with
aspartame after the sweetener became available in the United States in 1983 to save money,
this was originally in a blend with saccharin.

Thums up
Thums Up is a brand of cola in India. The logo is a red thumbs up. It was introduced in 1977
to offset the expulsion of The Coca-Cola Company from India. The brand was later bought
by Coca-Cola who re-launched it in order to compete against Pepsi.
As of February 2012, Thums Up is the leader in the cola segment in India, commanding
approximately 42% market share and an overall 15% market share in the Indian aerated
waters market.
Sprite
Worldwide sprite ranked as no.4 soft drink and is sold in more than 190 countries In India,
sprite was launched in year 1999 and today it has grown to be one of the fastest growing soft
drinks, leading clear lime category.
Fanta
Fanta entered the Indian market in year 1996 under the coca cola brand .over the years, Fanta
has occupied a strong market place and is identified as “the fun catalyst”. 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.

Limca
Drink that can cast a tangy refreshing spell on anyone, anywhere. Born in 1971, Limca has
been the original thirst choice, of millions of consumers for over three decades. The brand
has been displaying healthy volume growing year on year and limca continues to be leading
flavoring soft drinks in the country. Dive into the zingy refreshment of limca and walk away
a new person.
Maaza
Maaza was launched in 1976. In 1993, maaza was acquired by coca cola India. Maaza
currently dominates the fruit drink category. Over the years, maaza has become synonymous
with mango.
Kinley Soda Kinley Water
Kinley Soda launched in 2002 In India. Today this is the number one national soda brand.
Kinley water comes with the assurance of safety from The Coca-Cola Company. That is why
company introduced Kinley with reverse –osmosis along with the latest technology to ensure
purity of our product. Because company believe that right to pure, safe drinking water is
fundamental.

Burn Schweppes
Burn was launched in Northern Europe in year 2000; Burn has expanded to over 80 countries
over a short 10 year period.
Schweppes was launched in India in 1999 after the international takeover of the brand from
Cadbury Schweppes.
Georgia Gold
Introduced in 2004, the GEORGIA Gold range of tea and coffee beverage is the perfect
solution for your office and restaurant needs.
Minute maid Pulpy Minute maid Nimbu Fresh
The history of the Minute Maid brand goes as far back as 1945 when the Florida Food
Corporation developed orange juice powder. They branded it Minute Maid, a name connoting
the convenience and the ease of preparation (In a minute).
Minute maid Nimbu Fresh launched first in South of India in January 2010, Minute Maid
Nimbu Fresh, started refreshing the whole of India by April 2010.

CHAPTER 5: THEORETICAL ASPECTS OF THE STUDY
5.1 Market Segmentation Model of Coca- Cola Company
Company segments their market in two lines:
1. Market Class
2. Channel cluster
Channel Cluster (Type):
 Grocery: Outlets primarily engaged in retailing of food & various items. It include
Grocers(Outlets dealing mainly in grains, provisions, edible oil, vanaspati etc) and
General Stores(Outlets selling items of day-to-day requirements & stocking a variety of
branded products).
 E&D-1: Outlets selling items to eat which are being consumed primary standing in the
outlet or being taken away for Future Consumption. Does not a place to sit. It includes
Bakery/Sweet Shops/ Pakora-Bhaji Selling outlet/ Juice Centers/ Soft drinks Shopes/ Ice
Cream Parlours etc.
 E&D-2: Outlets selling items to eat which are being cooked/ made within outlet with
possibility of consuming those products within the outlet. The outlet should have a place
to sit. It includes Sit down Restaurants/ Bars/ Dhabas/ Cafes etc.

 Convenience: Includes outlets which are small stores, generally accessible locally. Those
are often located alongside busy roads. It includes Chemists/ STD Booths/ Pan-beedi
Shops etc. Semi-Temporary Kiosk located near the road side selling cigarettes, beverages
and other confectionary items.
 Bus Stand/ Highway: Outlets or stalls on Bus Stands or Highways.
 Single Screen Cinema: Outlets inside Single Cinema campus selling items like Popcorn,
Samosa, Burger, Chips etc.
URBAN MARKETS

RURAL MARKETS

5.2 Product Promotional Strategy by Coca-Cola Company to achieve 2020 vision
5.2.1 Promotional strategy is the function of informing, persuading, and influencing a
consumer decision. Company use the promotion to expand their market & achieve the 2020
vision effectively, another objective of promotional strategy is providing information,
differentiating the product & increasing sales.
According to the channel type of the company, they decide the some promotional strategy for
each kind of channel.
Grocery
As a part of the providing information to the customer & Persuasive advertising of the coca-
cola products, company define this modem of grocery outlet, which include the Shop front
signage/GSB(Drinking Shot/ OBM Communications), Flange Outside the shop, 3 Tier rack,
Shelf Display, Visible cooler in prime position, Price Communication & Road Standee.

E&D-1
cola products, company define this modem of E&D-1 type outlet, which include the Shop
front signage/GSB(Drinking Shot/ OBM Communications), Flange Outside the shop, Shelf
Display, Visible cooler in prime position, Price Communication & Road Standee.

E&D-2
cola products, company define this modem of E&D-2 type outlet, which include the Shop
front signage/GSB(Drinking Shot/ OBM Communications), Flange Outside the shop, Visible
cooler in prime position, Price Communication, Branded Manu Card, Menu Board, Combo
Communication & Road Standee.

Convenience
cola products, company define this modem of Convenience outlet, which include the Shop
front signage/DPS, Flange Outside the shop, Shelf Display, Visible cooler in prime position,
Price Communication.

Bus Stand/ Highway
cola products, company define this modem of Bus stand/ Highway outlet, which include the
Shop front signage/DPS, Flange Outside the shop, Shelf Display, Visible cooler in prime
position, Price Communication.

Single Screen Cinema
cola products, company define this modem of Single Screen Cinema outlet, which include the
Combo Shot with Food association, Branded Menu Board, Visible cooler in prime position,
Price Communication.

5.2.2 The Sales Process
Coca-cola Company & their Brands comes in the FMCG( Fast Moving Consumer Goods)
sector, so the consumption of the softdrinks & juices are moving fastly in the consumer field.
Company has 3 COBO(Coca- Cola owned Botting Operations) Regions & 27 COBO Units
under HCCBPL & 1 FOBO (Frenchisee owned Botting Operations) Region & 12 FOBO
Units under CCI.
Company has the number of the distributors according the geographical area and assign the
Ares Sales Managers (ASM) to that specific area, who is responsible for the sales activities in
that area, under ASM their is Sales Team Leader (STL), Market Developer (MD) &
Capability Executive(CE) for all channel type (Convenience, E&D, Grocery) outlets of that area.
 Steps in the Sales Process
Step 1: Prospecting
In prospecting, Market Developer identifies potential customers. They may come from many
sources, such as previous customers, new opening outlet of different channel type,
Competitors Outlets of market.

Step 2: The Approach
Market Developer should carefully prepare his/her approach to potential customers. All
available information about prospects should be collected and analyzed by the CE & STL
specially when company provide Cooler to that outlet owner for selling of the products of the
company.
Step 3: The Presentation
The presentation is the stage at which the sales person transmits the promotional message.
The usual method is to describe the discount rates on different products (for example: we had
to focus on sales of 500ml kinley water & 400 ml coca-cola, so we offer the customer that
he/she get 3 water bottle on purchasing of 1 case{24 bottle} of kinley water & additional
discount on purchasing of 1 case of 400ml coca-cola ), margin on products to the outlet
owner, and demand of the consumer which come at his/her outlet for purchasing the products
which company offer.
Step 4: The Demonstration
In promoting new pack of 400 ml coca-cola & 500ml kinley water, the demonstration is a
critical step in the sales process. A demonstration allows the prospect to become involved in
the presentation. For that we had the sample bottle of both pack & show the potential
customer & convince him/her for purchase.
Step 5: Handling Objections.
During the sales of these two products we have to face many objections from the prospect
like small pack of water bottle may not accept by the consumer, less margin as compare to
competitor product, him/her mindset for small pack of coca-cola. Handling of this objections
by us convince him/her for purchase the products.
Step 6: The closing
The time at which we actually asks the prospect to buy the product. We watch for signals that
the prospect is ready to buy the product & book his/her order.
Step 7: The Follow-UP
After-sale activities are very important in determining whether a customer will buy again
later, this is called secondary outlet of that product. After the prospect agrees to buy, the
salesperson should complete the order processing quickly and efficiently.

5.2.3 Sales Tasks
Sales tasks usually include three basic tasks:
1. Order Processing
2. Creative Selling
3. Missionary Selling
 Order Processing
The task of order processing involves the receipt and handling of an order. Needs are
identified and pointed out to the customer, and the order is processed. The handling of orders
is especially important in satisfying customer needs. Market Developer & Sales Person of the
Distributor are examples of order processors. They check a store's stock, report the inventory
level to the store manager, and complete the sale.
 Creative Selling
In creative selling, a convincing type of promotional presentation. Creative selling is used
when the benefit of a product is readily apparent and its purchase is being based on a careful
analysis of alternatives. In new-product (400ml coke & 500 ml kinley water) selling sales
people need to be very creative if initial orders are to be secured.
 Missionary Selling
An indirect form of selling in which the representative markets the goodwill of a company or
provides technical or operational assistance to the customer is called missionary selling. In
Coca-Cola Company provide the cooler for selling of their products & service of the cooler in
any circumstances also provide by company.

5.2.4 The Promotional Mix
Coca-Cola Company uses various elements to achieve their promotional objectives.
Promotion consists of two components: personal selling and nonpersonal selling. The
promotional mix is a combination of personal selling and nonpersonal selling. Marketers
attempt to develop a promotional mix that effectively and efficiently communicates their
message to target customers.
Personal selling - a promotional presentation made on a person-to-person basis with a
potential buyer - is the key to marketing effectiveness.
Nonpersonal Selling - Nonpersonal selling consists of advertising, sales promotion, and
public relations.
 Advertising
Advertising is a paid, nonpersonal sales communication usually directed at a large number of
potential buyers. Coca- Cola Company Advertising expenses:
Types of Advertising:
1. Product Advertising
2. Institutional Advertising
3. Point-Of-Purchase Advertising

Product advertising involves the selling of a good or service.
Institutional advertising involves the promotion of a concept, idea, or philosophy, or the
goodwill of an industry, company, organization, or government entity.
Point-Of-Purchase Advertising (POP) consists of displays and demonstrations promoting
an item at a time and place near the location of the actual purchase decision, such as in a
retail store.

 Sales Promotion
Sales promotion consists of the forms of promotion other than advertising, personal
selling, and public relations that increase sales through one-time selling efforts. Sales
promotion was traditionally viewed as a supplement to a firm's sales or advertising
efforts, but now it has become an integral part of the promotional mix.
Company regular use this tool for increasing the consumption of their products for
example:
1. In kinley 500 ml water bottle company offer 250 ml water free in this pack for
more consumption of water for limited time period
2. Flat Discount on Thums Up & Coca-Cola 2.15 Lr pack.
3. Free bottles of products on the purchasing specific number of cases of different
products in different pack size.
 Public Relation
Public Relations is an organization's communications with its various publics, such as
customers, vendors, news media, employees, stockholders, government, and the general
public. Many of these communication efforts have a marketing purpose.
5.2.5 Promotional Strategy
Pushing Strategy is a sales-oriented approach. The product (400ml coca-cola & 500 ml
kinley water) is marketed to wholesalers and retailers in the marketing channels. Sales person
explain to them why they should carry this particular product. The marketing intermediaries
are usually offered special discounts, promotional materials, and cooperative advertising
allowances. All these strategies are designed to motivate wholesalers and retailers to "push"
the product (400ml coca-cola & 500 ml kinley water) to their customers.

CHAPTER 6: RESEARCH FINDINGS AND CONCLUSION
6.1 Research Finding
A. Number of female & male respondent.
Types of Respondent Number of Respondent
Female 43
Male 52
Out of total 95 respondents, there is 43 (45%) is female & 52 (55%) is male respondent.
B. How Many Companies do you know in the Beverages (cold drink) Industry?
Company in beverages industry Number of respondent
Dabar India ltd 41 (12%)
Red Bull India Pvt Ltd 55 (16%)
Pearl Drinks Ltd 17 (5%)
Bengal Beverages Pvt Ltd 4 (1%)
Hindustan Coca-Cola Beverages Pvt Ltd 86 (26%)
Pepsico India Holdings Pvt Ltd 75 (22%)
Parle Agro Pvt Ltd 60 (18%)
45%
55%
Respondent
FEMALE
MALE

Finding:
Out of 7 major beverages industry company consumers are mostly aware with the Hindustan
coca cola beverages Pvt ltd with highest 26 % then after PepsiCo India holding Pvt ltd with
22% and Parle agro Pvt ltd with 18% of industry.
C. Can You Identify Coca Cola Products
Product of Coca Cola percentage of respondent awareness
Coca-Cola 24%
Thums Up 15%
Fanta 6%
Limca 5%
Sprite 8%
Maaza 13%
Kinley Soda 11%
Min Made Nimbu 2%
Kinley Water 11%
Min Made Pulpy 3%
Burn Eng. 2%
41
55
17
4
86
75
60
0
20
40
60
80
100
Dabar India
ltd
Red Bull India
Pvt Ltd
Pearl Drinks
Ltd
Bengal
Beverages Pvt
Ltd
Hindustan
Coca-Cola
Beverages Pvt
Ltd
Pepsico India
Holdings Pvt
Ltd
Parle Agro Pvt
Ltd
Number of respondent

Finding:
There is 11 product (brand) of coca-cola company, respondent are aware with the 3 most out
of this 11 product coca-cola with 24% , thums up with 15% & maaza with 13% of the total.
So the brand of coca-cola, thums up & maaza are more aware with rest of the brand.
D. Can You Identify Pepsi Products
Product of Pepsi Percentage of respondent awareness
Pepsi 39%
Mirinda 11%
7up 7%
Mountain Dew 8%
Laher soda 6%
Slice 12%
Nimbooz 9%
Tropicana 3%
Acquafina 5%
24%
15%
6%
5%
8%
13%
11%
2%
11%
3%
2%
0%
5%
10%
15%
20%
25%
30%
percentage of respondent awareness

Finding:
There is 9 product (brand) of pepsi company, respondent are aware with the 3 most out of this
9 product pepsi with 39% , slice with 12% & mirinda with 11% of the total. So the brand of
Pepsi, slice & mirinda are more aware with rest of the brand.
E. Can Punch line or Brand ambassador make your mind to Buying decisions of Cold
drinks?
Types of Reply Number of Respondent
Yes 51 (54%)
No 44 (46%)
39%
11%
7% 8% 6%
12%
9%
3%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
pepsi mirinda 7up mountain
dew
laher soda slice nimbooz tropicana Acquafina
percentage of respondand awareness
54%
46%
percentage of respondent
yes
no

Finding:
Punch line or brand ambassador of product is affect the buying decision by 54 % or 51
respondent think that punch line or brand ambassador is affect their buying decision of soft
drinks.
F. When you go to shop or Malls, Boards-Banner or Cold drinks Bottle can attract you
to Buying?
Yes 51 (54%)
No 44 (46%)
Finding:
Boards-Banner or Cold drinks Bottle is attract consumer when they go to the shop or mall by
54% of total respondent or 51 respondent out of 95.
G. Can a Design of a Bottle or tin attract you to Buying?
Yes 56 (59%)
No 39 (41%)
54%
46%
yes
no

Finding:
59% respondent think that design of a bottle or tin attract them toward the buying decision or
56 respondent out of 95 think that design of a bottle or tin attract them toward the buying
decision.
H. What you consider when Buy a Cold Drinks.
Types Number of Respondent
Price of product 5 (5%)
Brand or taste 41 (43%)
Both 49 (52%)
59%
41%
YES
NO
5%
43%
52%
price of product
brand & taste
both

Finding:
Brand, taste & price of beverages product is most important for the consumer by 52 % of the
total & brand & taste of the beverages product is important by 43% of the total.
I. If you can’t find your favourite drink in the shop can you go to other shop? Or
drink whatever you get at that place?
Types Number of Respondent
Go to other shop 71 (75%)
Drink whatever gets 24 (25%)
Finding:
75 % or 71 respondents are going to other shop if they are not got their favourite drink in
the shop.
75%
25%
Go to other shop
Drink whatever gets

J. Which is your favourite Cold drinks (It may be Carbonated Soft Drinks Or Juice)
Finding:
Out of the 95 respondent maaza is most favourite drink by 32 respondents & then after thums
up is second most favourite drink by 15 respondents.
6.2 Conclusion
Research Point of view
 In the Hindustan Coca-Cola Beverages Pvt Ltd company Coca-Cola, Thums up, Maaza,
are the brands which are most aware by the consumer in the age group 18-30 in
Gandhinager City.
 Punch line or Brand Ambassadors of the brand and Boards-Banner or Cold drinks Bottle
at the shop or mall are attracting the consumer toward the buying of that product of
particular cold drink.
 Price & taste of the cold drink are equally important for the beverages company by
Consumer point of view.
10
7
15
3
9
8
0
1
8
4
10
32
8
2
1
2 2 2
00
5
10
15
20
25
30
35
soft drink or juice
soft drink or juice

 Juice segment product is most preferable or favourite by the consumer in the age group
18-30 in Gandhinagar City.
Observation & Personal Interview point of view
 Prashant Patel- Mehsana District
1. Mostly I was visit the rural area around the mehsana & visnager & I was observe that the
distributors of the company is do the regular delivery of the beverages at their outlet &
also at those outlet which is under the monopoly of competitors, STL of the company
solve the issue of the outlet owner very shortly & effectively which generate the strong
bonding of the outlet owner with the company.
2. Cooler related issue of the outlet is solved by the company in very short time.
3. Mehsana-Ahmedabad highway’s most of the E&D outlet is capture by the company &
there is monopoly of the company at that outlets & every outlet owner is very satisfied
with the company excellent service & delivery at right time.
4. Advertising at the coca-cola most effective outlet Shanku Water Park & Resort is attract
the consumer of that visitor of Water Park & Resort.
5. 500ml pack of kinley water is not except by the most of the outlet because of the local
brands give strong margin given to the outlet owner but by the distributor & company’s
employees convince most of outlet owner ready to sale company new pack in kindly
water.
6. Campaign by company in rural area should increase the awareness of the consumer
toward the company.
7. Recently I see the coca-cola van which sell the coca-cola by vending machine at street
and observe that most of the people go near through that van are stop & take a glass of
coca-cola in just 5 Rs, which is excellent that I fill for capture more market.
 Harsh Shah - West and Central Ahmedabad
1. Order generating system
2. Supply chain management
3. Tel-sale
4. Process of Launching new product

CHAPTER 7: RECOMMENDATIONS
Research Point of view
 Leading brands are most aware by the consumer as compare with the juice segment like
minute made pulpy & minute made nimbu in Coca-Cola Company so that company will
have to focus on that segment product advertisement for make their consumer more aware
about that.
 Advertisement of brand in television as well as at outlet side & design of bottle is attract
the consumer toward the purchasing that product, so company in the beverages industry
will have consider this thing as important.
 Price & taste of cold drink is equally important for the consumer so the company has to
control to price of less than the current price with maintain the taste of the each product.
 Distribution segment of company is important as most of the consumer are loyal toward
their favourite drink & if they don’t get it go to the other shop.
Observation & Personal Interview point of view
1. One common thing that I observe at most of the villages & in rural area is that most of the
consumer & seller of coca-cola product are not aware with that Thums up, Limca and all
other brand is come under the umbrella of the coca-cola, person of the distributor go to
the outlet and says “bolo Thums up ma kae leva nu” so they thing coca-cola & Thums up
are both different product so I suggest that company should give to the T-shirt with the
logo of coca-cola & it should be compulsory wear by the persons who delivery the
beverages at outlet.
2. Banners at the outlet specifically mehsana to Mothera road should be increase so
consumer can easily identify that coca-cola products is available here & sales should be
increase.
3. Normally at most of the outlet there is skim of the company to the outlet owner is 30 to
50 Rs off or 3-4 kinley soda bottle on purchase of 1 case of other beverages, I should
think that kinley 500ml water pack instead of this skim should increase the awareness of
new pack of water by company in consumer.
1. Discount coupons given to retailers were not reached at proper time also found some
coupons having wrong entries (like wrong discounts), it disappointed some retailers,
recommending to provide correct coupons on fast delivery basis

2. Grocery store keepers get more discount from malls so they avoid give order to MDs (e.g.
(1) Dhwarkesh grocery store , jodhpur char Rasta – majorly buy from Reliance Market.
(2) Shivshakti Store ,Shubhas chowke – buys from some mall (details not provided)). We
should allow more discounts or offers to grocery stores.
3. Found delays in resolving complaints regarding unavailability and non working of coolers
at areas under observation, recommending improving TAT of resolving the said issue.
Coolers of closed shops can be transferred to working shops.

CHAPTER 8: LEARNINGS
1. Understand the hierarchy of work authority & structure of who has to report whom.
Market developer (MD) has to report sales team leader (STL) & under 1 STL for
particular define geographical area their 3-4 MD for easily going on sales activities then
number of STL has to report area sales manager (ASM) who handle the all the company
activity in that particular area. Major 4 department of company marketing (channel),
cooler department (CD), Capability, Sales.
2. How to marketing & sales different product of coca-cola company in rural and urban
area, i was done my SIP at mehsana so most of the rural area & urban area of mehsana
city, basically company segment their market on the basis of channel type (Convenience,
E&D, Grocery) & market class (urban & rural) & I observe the market of both urban &
rural area & their customer view regard the company service & different product.
3. How company collaborate with distributors for capture most of the beverages industry
market, procedure of market survey done by Nielsen Company each month at the cooler
outlet for analysis of company is working well or not in market & detail report submit to
the company.

1. Learned How the hub and spoke model works
2. How to push a new product in market (with 500ml Kinley water launch)
3. How marketing helps to increase selling of product and how it becomes helpful for sales
(after branding sale increased by 44 cases in 12 days of 500 ml Kinley water from 10
outlets)

ANNEXURE
Questionnaire for Brand Awareness of Beverages (Cold Drink) Industries
Please fill up this form and its doesn't matter You right or wrong, fill as you knowledge
(1) How Many Company do you know in the Beverages Industry
-You can select Multiple Choice also
Dabur India Ltd.
Red Bull India Pvt. Ltd
Pearl Drinks Ltd
Bengal Beverages Ltd
Hindustan Coca-Cola beverages Pvt Ltd.
Pepsico India Holdings Pvt. Ltd
Parle Agro Pvt Ltd
(2) Can You Identify Coca cola Products from below
Coca Cola Pepsi Thums up Mirinda
Fanta Frooti Real Activ Limca
7up Mountain Dew Sprite Maaza
Laher soda Slice Kinley soda Minute made
Nimbu Fresh
Nimbooz Appy Tropicana Kinley Water
Minute made
Pulpy Orange
Bisleri water Aquafina water Burn Energy
Drink

(3) Can You Identify Pepsi Products from below
Coca Cola Pepsi Thums up Mirinda
Fanta Frooti Real Activ Limca
7up Mountain Dew Sprite Maaza
Laher soda Slice Kinley soda Minute made
Nimbu Fresh
Nimbooz Appy Tropicana Kinley Water
Minute made
Pulpy Orange
Bisleri water Aquafina water Burn Energy
Drink
(4) Can Punch line or Brand ambassador Make your mind to Buying decisions of Cold drinks?
Yes No
(5) When you go to shop or Malls, Boards-Banner or Cold drinks Bottle can Attract you to
Buying?
Yes No
(6) Can a Design of a Bottle or tin Attract you to Buying?
Yes No
(7) What you consider when Buy a Cold Drinks.
Price of product
Brand or taste
Both of above

(8) Which is your favourite Cold drinks (It may be Carbonated Soft Drinks Or Juice)
Please write name of that Drinks
(9) If you can’t Find Your Favourite drink in the shop can you go to other shop? Or Drink
whatever you get at that Place?
Go to Other Shop
Drink whatever gets
Your age
Gender Male Female
Name Please

BIBLIOGRAPHY
Newspapers
Our bureau, Indian Beverage Association formed, Hindu Business Line, July, 2010.
Udit Prasanna Mukherji, Non-carbonated drink industry to touch Rs. 54,000 crore by 2015,
the times of india, June 25, 2012.
Sayantani kar & Masoom Gupte ,The New Frontier , Business Standard, May 2013
Company Booklet
Sales Presenter 2013
Websites
http://www.coca-colaindia.com/
http://www.worldofcoca-cola.com/
http://us.coca-cola.com/
http://www.in-beverage.org/
http://en.wikipedia.org/wiki/The_Coca-Cola_Company
http://www.merinews.com/article/beverage-industry-in-india/
http://pepsicoindia.co.in/
http://www.parleagro.com/
http://www.rccolainternational.com/
http://www.dabur.com/
http://slideshare.net/

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