1.

Executive Summary:
For the past century Coca-Cola has had the distinct privilege of operating as one of the premier organizations of
the beverages industry. Through consistent market re-alignment, Coca-Cola has consistently found solutions to
bridge and mitigate the gap between that which consumers yearn for and those things that are readily available
to them. Having found a way to fill this void, Coca-Cola has managed to position its bran amongst those few
elite who hold a special impenetrable bond with their consumers. This is evidenced through their higher market
share. Inherent in all products and services is the concept of birth, growth, maturation and eventual demise.

+ 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

+ 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 peoples 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

However organizations often times create and launch new products and/or services that ensure the
organizations long term viability in the marketplace, as such Coca-Cola Company has taken the decision to
create, launch and establish a new brand known as Loca Lime. The purpose for diversification is to ensure
consumer relevancy and the never ending pursuit of achieving growth targets. Loca Lime embodies the re-birth
marketing strategy for Coca-Cola in the following ways:

- To formulate and construct an image that associates Loca Lime with a healthier, more positive way of
life
- To use the residual benefits of Loca Lime (i.e. health factor, sports/athletes) to expand and broaden
coca-colas brand recognition
- Coca cola Company can make use of a first movers advantage by being the first company among its
competing firms to launch a new product line with a special emphasis on health.

The SWOT analysis of the Coca-Cola Company and its current market situation are described in this report,
moreover in this report the marketing strategy required to successfully launch the new product is discussed. The
goals of launching the new product and the issues that the company might face in achieving its set out targets
are also discussed. Additionally the exact method in which the company will go about launching and monitoring
the product is also deliberated upon. Furthermore this report includes the focus on the cost side and the side that
deals with price setting as well, along with this the companys short and long term objectives regarding the
revenue generation from the product are also discoursed. Loca Lime is a fruit drink with flavours of lime and
lemon.
Hence we can see a thoroughly laid out plan in this report which will be used by the Coca-Cola Company to
make the launch of the juice Loca Lime a success.











2. Current Market Situation:
Coca-Cola Enterprises was established in 1986. Each of its franchises has a strong heritage in the traditions of
Coca-Cola that is the basis for this Company. In 1986, The Coca-Cola Company merged some of its company-
owned operations with two large ownership groups that were for sale, the John T. Lupton franchises and BCI
Holding Corporation's bottling holdings, to form Coca-Cola Enterprises Inc. In December 1991, a merger
between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a larger,
stronger company, again helping accelerate bottler consolidation. As part of the merger, the senior management
team of Johnston assumed responsibility for managing the Company, and began a dramatic, successful
restructuring in 1992. 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 1.3 million retailers. Today, our brands are the leading brands in most
beverage segments. The Coca-Cola Companys brands in India include Coca-Cola, Fanta Orange, Fanta Apple,
Limca, Sprite, Thums Up, Burn, Kinley, Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid
Nimbu Fresh and Nestea Iced tea, the Georgia Gold range of teas and coffees and Vitingo (a beverage fortified
with micro-nutrients).The Coca Cola Company is one of the largest manufacturers, distributors and marketers of
non-alcoholic beverage concentrates and syrups in the world and has the brand equity of approximately 48 to 50
billion US dollars.
The Coca Cola Company India is about to enter the fruit juice market in India mainly dominated by Nestle
which holds the highest share in the juice market. The processed food and beverages industry isconsidered to be
one of the largest industrial sectors and accounts for approximately 27% of total production and 16% of total
employment in the manufacturing sector. The total value of production is over Rs. 46billion. The Company will
launch a fruit juice under the name Loca Lime which is a lemon-flavoured juice. The decision to make a lemon
flavoured juice was made after a market research that showed the preference of people for the lemon taste

(Figures according to our research)


3. Market Description:
Being the largest company in the soft drink industry, Coca Cola enjoys the highest market share and controls
about 59% of the world market. The target market for Coca-Cola is all consumers worldwide. Cokes co
mmercials basically focus on younger generations, because they want to represent Coke with the youth and
energy but they also consider older people which they then take as a co-market. According to theCoca-Cola
Company
Coca-Cola is the beverage that provides deep-down refreshment for the mind, body and spirit because only ice-
cold Coca-Cola makes a moment more special by combining the unique Coca-Cola sensation with whats real
and genuine providing a source of enjoyment in everyday life.
Coca-Cola consumers can choose between the products that can be divided into soft drinks, juices, sports drinks
and mineral water. The market of the company is geographically vast and it is being controlled with enormous
success. Carbonated soft drinks are the largest growth segment within the non-alcoholic ready-to-drink beverage
category measured by volume, which is why Coca Cola is focusing on expanding its product portfolio because
that is the key to future success. The financial health and success of Coca Colas bottling partners is a critical
component of Coca Colas ability to build and deliver leading brands.
The Asian market encompasses approximately 3.2 billion customers, and on average they enjoy two servings of
their products each month. Through an intense focus on innovation and diversification, Coca-Cola has achieved
significant volume growth in the past years. In addition to maintaining the popularity of the core brands the
Coca-Cola Company is building an exciting portfolio of beverage brands in Asia. Among the Asian countries,
Japan has the highest percentage of around 42% followed closely by Pakistan, India and Bangladesh where the
average consumption exceeds day by day. Coca-Cola has a 35% market share in India while its competitor Pepsi
dominates with 65%.


4. Brands of Coca-Cola
The product portfolio of Coca-Cola comprises of a vast number of brands which are currently being sold
throughout the world. In addition to their staple carbonated drinks Coca-Cola has dabbed into fruit juices,
sports juices and mineral water markets as well worldwide. The major brands of Coca-Cola sold in India
include:

a) Coca-Cola
b) Sprite
c) Fanta
d) Minute Maid
e) Kinley Water

5. Competitor Review:
Coca-Colas major competitor is Pepsi Co. that occupies 65% of the Indian soft-drink market. PepsiCo entered
India in 1989 and in a short period, has grown into one of the largest and fastest growing food and beverage
businesses in the country. PepsiCo Indias growth has been guided by PepsiCos global vision of Performance
with Purpose. They currently have a product portfolio that competes with Coca-Cola on every level. The
products of Pepsi sold throughout India include:

a) Pepsi
b) Mirinda
c) 7UP
d) Mountain Dew
e) Aquafina

Between Pepsi and Coca-Cola, the majority of the market targeted doesnt care what they are going to have. In
other words, they dont care whether its Pepsi or Coke. So the major difference between the market shares can
be associated mainly with the availability of the soft-drinks in the market. In the absence of Coca-Cola, Pepsi
will be purchased more and vice versa. For this reason Coca-Cola has provided its own coolers and freezers in
the market to the retailers in order to maximise their sales. Moreover, they provide infrastructure free of cost so
that Coca-Cola can be chilled prior to purchase. Their salesmen and mechanics also visit regularly in order to
make sure that the infrastructure is in proper condition. Threats posed by Pepsi are also price-related. When the
price goes beyond a certain level it effects the consumption of the soft drinks. At higher prices, consumers are
more likely to substitute Pepsi with Coke and vice versa.
In short, it can all be traced down to customers perception. In the last few years, when Pepsi has been
dominating the market, Coca-Cola has made an aggressive comeback mainly by brand differentiation, effective
advertising and attractive brand initiatives. Moreover, Coca-Cola is an Us brand because they believe in
togetherness; people as well as communities, and this is the nature they target in India. Pepsi on the other hand
is a Me brand as they emphasise of personal development and individual struggle which is clearly emphasised
through their advertising. All through the 1950s to date ,Coca-Cola occupied a very dominant position in the
soft-drink market, however slowly over the passage of time Pepsi had risen up to go into competition head-to-
head by discounts in the distribution outlets, targeting younger consumers with Pepsi Generation, motivating
its bottlers and competing on package size and advertising.

+ Other competitors:
a) Dr. Pepper Snapple Group
b) Lipton
c) Tropicana
d) Nestle


(Figures as per research)


6. Macro Environment of Pepsi and Coca-Cola

Demographic Forces
Age: The potential customers of Coke and Pepsi would be of age group of 14-30 years. Income: As for
the income levels, Coke and Pepsi target customers from the middle class to the upper class.

Economic Forces
When the economy is in recession, the real incomes fall and the expenses are high so the consumers
move towards the product that they can afford. During this time, the pricing strategies of Pepsi and
Coke would have a very major influence on the overall sales volume

Natural Forces
During a natural disaster, like an earthquake for instance, the markets or suppliers might encounter
shortages in the supply which will affect the sales of soft-drinks.

Technological Forces
There is a huge amount of investment coming from the government to develop the infrastructure and to
exploit the market opportunities to create new products in order to revive the market that might have
reached the maturity level. This will majorly affect the sales of the soft-drinks as a greater product
portfolio will definitely mean a larger customer base and subsequently higher revenues.

Political and Legal
Due to the presence of such a huge market for both Coca-Cola and Pepsi foreign investors have
continued expanding their area of operation. Moreover, the investment is crucial for the sound health of
the economy so the government makes a regular effort to improve business and trade relations with US
and Asia.

Cultural Forces
Every country has a different culture. In India, due to the Hindu Cultural values people prefer to use
products made from ingredients acceptable in the Society. As a result, Coke and Pepsi have to be
vigilant to use only ingredients used in Indian subcontinent in order to avoid bad publicity and
controversies.

7. Distribution Network

+ The Coca-Cola Company offers their product (in our case Loca Lime) in different bottle sizes which
include:

a) SSRB Standard size returnable bottle
b) LRB Litre returnable bottle
c) NRB No return Bottles
d) PET 1 - 1.5 Litre plastic bottles
e) Cans Tin pack 330 ml

+ Coca-Cola products are also available in different packing:

a) 24 regular bottle shell
b) 6 bottle pack for 1.5 pets
c) 12 bottles in a pack for disposable bottles
d) 24 cans in one pack








+ Coca-Cola indulges in two types of selling:

a) Direct Selling In direct selling they supply their products in the shops by using their own transport.
In this type of selling the Coca-Cola Company has more profit margins.

b) Indirect Selling In indirect selling the Coca-Cola Company has their whole-sellers and agencies to
cover the areas that they wish to target. As it is literally impossible to supply the products to the
consumer themselves due to the sheer volume of the demand, hence the company understands that
marketing through suppliers is crucial for the availability of Coca-Cola products.

8. Permits

- Registration Mandates under the FDA Food Safety Modernization Act
Section 415(a)(2) of the FD&C Act, as amended by section 102 of FSMA, provides in relevant part that a
registrant must submit a registration to FDA containing certain information and when determined necessary by
FDA through guidance, the general food category (as identified in 21 CFR 170. 3 or any other food categories
as determined appropriate by FDA, including by guidance) of any food manufactured, processed, packed, or
held at such facility. FDA believes that the following additional food product categories are necessary and
appropriate for food facility registration and has included such categories as mandatory fields in the food facility
registration form.
Carbonated Soft Drinks
The Food and Drug Administration (FDA) ensures that carbonated soft drinks are safe, sanitary, and honestly
labeled. In fact, FDA has established Current Good Manufacturing Practices (CGMPs) for carbonated soft
drinks, which describe the basic steps manufacturers and distributors, must follow to make sure carbonated soft
drinks are safe.

- Additives and Contact Substances
Only food and color additives that are determined to be safe, based on scientific information available to FDA,
may be used in carbonated soft drinks. For example, this might include additives such as citric acid as a
flavoring or a preservative or caramel colouring. Food contact substances the materials the carbonated soft
drink comes in contact with, such as the bottles and cans in which it is sold; also are strictly regulated for
safety.

- Nutrition Labeling
The Nutrition Facts Panel on carbonated soft drinks typically includes the serving size and the nutrients
provided in a serving: calories, total fat, sodium, total carbohydrate, sugars (if present), and protein. If a nutrient
content claim, such as Very Low Sodium, appears on the label, the manufacturer must also add the statement
Not a significant source of ________, with the blank filled in by the names of nutrients that are present only at
insignificant levels.

- Warning Labels
Since 1999, the FDA has required juice manufacturers to place warning information on product containers about
the health risks of drinking untreated juice or cider. Only a small portion of all fruit and vegetable juices sold in
supermarkets is not treated to kill harmful bacteria. These products are required to carry the following warning
label:

Example:
WARNING: This product has not been pasteurized and therefore may contain harmful bacteria that can cause
serious illness in children, the elderly, and persons with weakened immune systems.

FDA does not require warning labels for juice or cider that is fresh-squeezed and sold by the glass, such as at
apple orchards, at farm markets, at roadside stands, or in some juice bars. If you're unsure if a glass of juice or
cider has been treated, be sure to ask.







9. SWOT Analysis

Strength of company
Coca cola is one of the most popular brands in the world. Sold in over 200countries and offering around 400
brands coca cola is one of the most renowned companies. The famous products that coca cola offer are Coke
classic, Fanta, Sprite etc. Coca Colas popularity is strength for the company. When launching new products
Coca cola can use its popularity to sell its product. The new product, in our case, Loca Lime can easily
establish itself in the market. Some people prefer coca cola products and buy it so that they can be a part of the
Coca Cola family.
Another major strength of the Coca-Cola Company is its brand loyalty. Coca cola is right now earning 80% of
its profit by its 20% loyal customer for whom coke is not a beverage, its an addiction. Coca-Cola is providing a
diverse range of products conquering almost all the market segments for example Coke classic for the youth,
earth and sky (tea) the middle aged and older people. Beverages like Powerade are available for athletes. This
way they are able to capture a lot of interest from different types of customers. Coca cola has majority of the
market share in the soft drink industry making them the major players in the beverage industry and giving them
a control over the market; winning automatic preference of the consumers through its reputation Coca-Cola has
improved its revenues generously. Improving its quality and winning more of the market share. According to
BBC Coca-Cola has reported strong second-quarterprofits, beating market expectations, thanks to rising
international sales. With increasing revenues yearly Coca-Cola now can invest more in Research and Design
and help the company in better performance and will lead to further innovations. Coca-Colas headquarters are
in Atlanta USA but all the management is handed to the country itself. Like in India Coca-Cola India Pvt
Ltd, through this decentralized channel the company is ensuring a smooth and efficient flow of the process
which increases the performance of the company. We can see around us that almost every store has a Coca Cola
refrigerator. This means that the product is highly available in the market. This has a huge impact both
financially for the firm and psychologically over the customers mind.

+ Coca-Colas Promotion Initiatives:

According to USAtoday.com Coca Cola teamed up with Santa Clause and donated$120,000 to Toys for
Tots.Cola life an independent NGO is using Coca colas established distribution channels (franchised
distribution channel) to provide simplest medicines at the remotest areas. This way Coca Cola once again is
strengthening its image in the eyes of the world. Moreover Coca-Cola has amazingly marketed its product with
eye catchy commercials and celebrated brand ambassadors. Currently Sachin Tendulkar is their brand
ambassador and for the youth of India he is someone that they idolize, endorsements like these can have a major
role in strengthening Coca-Cola position in the mind of the customer. Seeing their favourite celebrities drinking
coke, the fans are most definitely influenced.

Coke Studio one of the most watched shows in India is basically Coca-Colas unique way of marketing their
product. A show adored by a huge number of music lovers. This helps in establishing brand loyalty, indirectly
leading to higher sales. Furthermore Coca-Cola was a sponsor for the FIFA 10 world cup as well. Additionally
we know that English Football is the most watched football league all over the world. Coca cola has been a
major sponsor of football over there and the first division league is known as Coca Cola Championship. This
way Coca-Cola has been able to drive its sales and it has been able to create positive publicity. It also has
shaped consumers attitude towards the brand. All of these unique ways of promotion of Coca-Cola are a major
strength for the Company with regard to the competition it faces.

+ Strengths of the product

Loca Lime is the name of the product which is a Lime based drink with a uniquely refreshing taste; the product
is designed with a special focus on how it can contribute positively towards the health of the consumers. This
juice if properly marketed would be something that will be demanded by people of all age and gender
throughout the country, since lemon/lime is a flavour cherished all around the country, especially in summers.
Secondly, the one litter bottle would be easily crushable. This way it would not be environmentally threatening.
The design has already been used in Japan for another product called LOHAS and it has proved to be really
successful. The bottle is very light and it is 40% less in weight than regular PET packaging.





Weaknesses

In the past decades coca cola has fought a lot of lawsuits defaming the image of the company. Allegations like
Discrimination
Drinks containing benzene (used in the production of drugs)
Presence of Pesticides in Coke
These cases did lead to a minute fall in the sales of coca cola and was a minor blow to the company. Coca cola
has a strong competition from Pepsi Co. Products like Pepsi, 7-up, Slice are direct substitutes of Coke Classic,
Sprite and Minute Maid. In India Pepsicos brand ambassador is Dhoni the Indian cricket team captain. Cricket
is the most played game and through generations Pepsi has driven its marketing campaigns by choosing brand
ambassadors like him and via this Pepsi has been able to capture a larger portion of the market than Coca-Cola.
Flop brands are another general weakness of the coca cola company. Heavy R&D cost which was not repaid by
revenues led to loss. Weak products or brands are the weakness of the company. These products are the Dogs in
the BCG matrix. These brands are actually supported by either cash cows or stars like Coke Classic and Diet
Coke. These brands failed because of improper test marketing and poor product development. Brands like The
New Coke and Coke black are included on the top of the list. These products indirectly decrease theprofit as
they increase the operating cost of the company itself.

Opportunities
Coca cola has been sponsoring events which help in brand positioning in the minds of consumer. Upcoming
Cricket Series is an opportunity that the company can capitalize upon which may help the company in
strengthening its customer base and increasing its brand loyalty. Plus making an Indian sportsman a brand
ambassador would be really advantageous as it will increase Coca Colas sales. How will this help? Well
PepsiCo has already used this idea and generated humongous amount of revenues. Sachin Tendulkar, Shahid
Afridi etc have been Pepsis brand ambassador. People in India are passionate about their sports and they idolize
the national heroes of all the sports.
Coca cola is sold over 200 countries but still there are third world countries where coca cola is not available.
The company should start capturing these markets and spread its distribution worldwide. Coca cola can expand
its product line by product development. This can be done by buying a restaurant or buying small players in the
industry.

Threats
Coca-Colas major threat is Pepsi Co. They are the major competitors and every brand of coca cola is being
competed by a product of Pepsi co.



Pepsi co. although has been beaten at times but they still pose a threat to Coca-Cola company because they are
the perfect substitutes of each other. A decrease in the GDP of the country means lower purchasing power. This
will lead to a decrease in the sales of coca cola. People have become more health conscious and this may tend to
decrease the sales of the company. Lower Exchange Rate may lead to lower profits. Change in technology is a
threat. With this change Industry practices changes as well the company has to upgrade its technology as well.
Coca Cola had also suffered before when American products were boycotted by Muslim around the globe
because of the Iraq war. This meant that coke was also boycotted. This happened in 2008. This is a threat to
company as these events could repeat once again and could lessen the companys sales.








10. PEST Analysis

- Political Variables:

Non alcoholic beverages fall within the food category under the FDA.
The government plays a role within the operation of manufacturing these products in terms of regulations. There
are potential fines set by the government on companies if they do not meet a standard of laws. The following are
some of the factors that could cause Coca-Cola company's actual results to differ materially from the expected
results described in their underlying company's forward statement:-
Changes in laws and regulations, including changes in accounting standards, taxation requirements, (including
tax rate changes, new tax laws and revised tax law interpretations) and environmental laws in domestic or
foreign jurisdictions.
Changes in the non alcoholic business environment. These include, without limitation, competitive product and
pricing pressures and their ability to gain or maintain share of sales in the global market as are sul to faction by
competitors.
Political conditions, especially in international markets, including civil unrest, government changes and
restrictions on the ability to transfer capital across borders. Political structure and legal considerations also have
impinged on Coco-ColaCompanys strategies.
There are very little chances of political variables to effect the Coca-Colas production and selling behavior.
In the political variables most of the things are related to Governmental activities. So, they dont leave any
good or bad impact in the Industry of Coca-Cola and there are some exceptional things like:
environmental protection laws they somewhat effect the industry of Coca-Cola. From last few years
Government is really very much conscious about the environment. But after making theadjustments in plants
and applying the proper way of wastage the chances of being affected by the protection laws are going to be
diminished. So it impact good for the Coca-Colas reputation.

- Economical Variables
It could be seen that economical variables highly affects the Coca Colas resolution. Economic factors are
those actors who effect the production of any industry. So, Coca-Cola is not the out of question. If the economic
conditions of the country is not that strong and Coca-Cola increases its Price in this situation. Then it would
impact highly negative. And inflation is also not a good position for any countrys production point of view. It
also impacts highly negative in Coca-Colas production and as a country concerned like India where the
unemployment rate is very much high.
The Loca Lime system in India would employ 1,800 people.

- Social Variables
The CocaCola Company has always believed that education is a powerful force inimproving the quality of life
and creating opportunity for people and their families around the world. The Coca-Cola Company is committed
to helping people make their dreams come true. All over the world, we are involved in innovative programs that
give hard-working, Knowledge-hungry students books, supplies, places to study and scholarships. Coca-Cola
will be donating the 10% profits from Loca Lime in the year to a NGO.

A large part or our relationship with the world around us is our relationship with the physical world. While we
have always sought to be sensitive to the environment, we must use our significant resources and capabilities to
provide active leadership on environmental issues, particularly those relevant to our business. We want the
world we share to be clean and beautiful. We are always innovating to bring you different delicious beverages.
This samespirit of innovation comes alive in our environment programs. Were committed topreserving our
environment, from use of more than $ 2 billion (U.S) a year in recycling content and suppliers, and
environmentManagement initiatives, down to very local neighborhood collection and beautificationefforts. Loca
Lime would bottles will be made of Glass for re-usable purpose and plastic bottles will be made of eco-friendly
plastics.









- Technological Variables
Of course business innovation leaves highly good impacts in the business of Coca-Cola. As Coca-Cola use more
advance technology in its production process. It will result in increment of their production throughout the
country. As far as the governmental hindrances
are concerned the impacts highly bad on Coca-Colas production. Every year when budget in announced
government taxes rates always shoot up. This approach of government decreases the profit margin of Coca-
Cola. As the Coca-Cola helping in promoting
paperless environment it impacts good, because computers are the basic need of any person now a days and
though its a big industry so it is promoting the trend of paperless environment. And it is giving the way of other
industries to come to new technologies and into a new world of business. Through computers Coca-Cola can
increase the efficiency of its business and can have up to-date data about their productions.

11. Objectives:
We are launching Loca Lime with our minds set around four core criteria:

1) We want to build a healthier image of the brand coca cola among the local population, through the launch of
our health-friendly lime juice.
2) To get an even wider brand recognition and acceptance among the people of India.
3) To become a recognized brand in the juice market among the masses.
4) Expand into numerous flavours in the long term with the product line trademark as Loca a name that would
portray the healthier side of the Coca-Cola company (loca apple, loca mango etc., similar to minute-maid)

* Building a Healthier Image:
Coca-Cola is a brand that especially in India has developed its name through its more popular fizzy drinks such
as the coke itself, Fanta and Sprite. As we found out through our research a lot of people are concerned about
their health and hence are sceptical of the products launched by the brand Coca-Cola hence building a healthier
brand image is very essential. Most of the popularity of the company has come due to the superior taste and
quality of the companys products; however the overall unhealthy image of fizzy drinks has developed coca cola
as a possible health risk in the mind of the health conscious people. Hence one of the objectives of launching a
juice like Loca Lime would be to promote an image of the brand that appeals to the general public as
something that is refreshing as well as healthy. Through the promotion of the image of the brand we can hope to
achieve an even higher market share. A healthier image of the brand would contribute towards the increase in
brand loyalty of the Coca-Cola brand in general.

* Wider Brand Recognition:
As mentioned earlier, In India most of the people associate the brand name Coca-Cola to the drink Coca-Cola
itself, since most of them are unaware of the huge number of products that the company actually has all around
the world. With Loca Lime we hope to add a dimension of diversity when positioning our brand in the mind of
our consumers. This diversity will help add to the how people can relate to the brand Coca-Cola. The ultimate
goal would be to come to a point where people at the top of their head would have Coca-Cola as a leading name
in the fizzy drinks industry as well as a leading name in the juice industry. Moreover the healthier image and the
increased brand loyalty will increase the
brand acceptance among the masses. The definitive objective of having ahealthy juice representing the brand
would be to change how people look at the products of the company Coca-Cola and the brand as a whole, here
change would mean to improve the image in the mind of the consumers, moreover getting a country wide
acceptance would be one of the primary goals.

* Capturing the juice market:
The third primary objective of launching Loca Lime would be to emerge as a leading name in the juice industry
in India. The juice industry in India already has numerous quality brands competing for market share hence for
Coca-Cola to make it big in the juice industry would have to come up with something that is of supreme quality
and has something unique to offer, and thats exactly what we hope to provide with Loca Lime. Coca-Cola
although will have the advantage of having a widely accepted brand name hence capturing
the market with a new product would be comparatively easier however we cannot rely totally on the brand name
to do the trick for us , hence offering something new would be absolutely vital for us to be able achieve our
goal. Hence providing something new would be our focal point, moreover in order to attract the maximum
number of people to prefer Loca Lime over their current juice company well have to do some extensive
marketing while being smart about it as well.


* Expanding the Product
Additionally in the long term the plan would be to expand this juice product line by introducing new flavours, as
this a necessary step in order to stay competitive in a market with such a high sense of competition. This product
line would be different from the other juices launched by Coca-Cola in the sense that the main focus in this
product line is on promoting a healthier image of the brand in India.

* Issues:
Achieving the above mentioned objectives wont be easy and the main issues we are expected to face in the
pursuit of our goals would be as follows:
1) Getting people to switch from their current preferred juice company would
need either a unique selling proposition (USP) or some extensivemarketing.
2) Changing a brand image takes time hence in the short run our product might not be as appealing to the health
conscious segment.
3) The initial lack of diversified flavours could be a hindrance in capturing a big market share.

* Giving people a USP
People generally want to avoid switching from something that they like,
something that they're used to, something that is within their range; hence getting people to switch to a new
product in general isnt all that easy. And without a good enough reason people wont switch from their current
juice of choice. We can provide that reason but for that we need to think out of the box, both in terms of the
quality of our product and also in terms of the marketing strategy of the product. We can provide people with a
USP that will surely get them to switch to our product. But providing a USP isnt all that easy, especially for a
commodity like our juice. However this USP can be provided by maybe giving the people a price that is within
the range of most of the general public, or through formulating a unique taste for a lemon juice, which isnt all
that realistic since taste is a very subjective term. Plus, well be providing our product in tetra packs, fountain
bottles, disposable glasses and glass bottles etc. which the other brands fail to provide the customers with.
Nevertheless what we do have control over is how we choose to promote our product, and that exactly could be
our USP, marketing our product in a way that we can attract the maximum number of people would be how we
will get the people to actually switch to Loca Lime. Moreover the people who are already a part of our loyal
customer base would be easier to persuade since for them it would be a matter of trying the new product
launched by their trusted brand.

* The Time Factor
Additionally something else that can become a concern for the Coca-ColaCompanys objectives for launching
this product would be the fact that building upon the current image of the brand would take some time, hence
adding that health-friendly dimension that we talked about earlier would require someserious work on how Loca
Lime and similar products are launched and marketed in the future. Also Loca Lime, although will add a
healthier element to the brand but its affects wont be as widespread or that strong since it takes time for the
perception of the people to change. So it is possible that our product does not do as well initially among the
people who are cynical about the brand. None the less, as mentioned earlier we can reduce the time in which we
convert the cynics to believers by applying the correct method of marketing, a manner that directly appeals to
the masses in general and the cynics in particular as a product that is good for their health.

* Lack of choice:
In addition to all of this the final core fear that could be there in terms of how the new product performs in the
market is that the initial lack of options in flavour would pose a threat to our goal to become a leading name in
the juice industry in India. However the answer to this possible issue is that we do plan to launch several other
flavours based on the response of the consumers to Loca Lime, moreover we do understand that in order to
become a leading name in the juice market as well we need to be able to offer several flavours, hence in the long
term we will be launching other flavours to continue the healthy trend of juices that Loca Lime will start.
Therefore we believe that launching a sole flavour in market initially isnt a bad idea since this will develop
interest among our brand followers as well as among the new consumers, and will give us an idea about how to
shape our marketing strategy in an even better way so as to perform better while launching other flavours. Also
this solo launch of Loca Lime will help us in identifying our target market segment.
So we can see that there will be impedances in our attempt to reach our objectives with this product but through
properly thought out marketing plans we can overcome almost any issue that may pose a threat to the success of
our new product, however in any case we need to be proactive rather than reactive we have to be ready for even
the issues that we dont currently even consider as something that could be pose a threat.


* Product Life Cycle:
In the long run, all existing products and services that have ever been placed before consumers are destined to
perish. For example, the automobile industry witnessed the birth the Ford Cortina, a model that was so
fundamentally successful, it formed the basis of industry benchmarks. However, the Cortina fell away into
obscurity only to be followed by the Sierra and then the Mondeo. The concept of products being born, growing,
maturing and dying thus lie in then ever-ending need for innovation and advancement. Taking this a
predeceasing step further, the very act of commercial modernization is a reaction to the consumer itch inherent
in all of us for something new and ultimately, different. Its overall sustainability is commanded by how
effectively the product or service delivers on its pledged benefits. As such, organizations are actively creating,
launching and withdrawing products and service in a process known as the Product Life Cycle. Coca Colas
success has always revolved around the secrecy with which it
values and withholds its formula and it has maintained this culture of confidentiality since its inception.
However, this does not mean the organization has fallen prey to regurgitation of dated product ideas or
stagnation in its ability to develop. In fact, it is Coca Colas uncanny ability to constantly develop a product or
brand with timely and subtle tweeks in formula that have allowed the organization to extend its product
lifecycles. Most significantly, Coca Cola
focuses on consistently reinforcing its core product benefits of taste andrefreshment to ensure the brand is
continuously achieving new peaks.
Secondly, Coca Cola Company has ensured expansion of its productlifecycles through adapting with consumers
needs change. This can be evidenced by their market research conducted in the 1970s, which conclusively
prioritized diet and health as a growing need for customers. Coca Cola
envisioned that this consumer preference would eventually transform into anecessity.

As a result, the organization capitalized on market research and launched Diet Coke. This development in Coca
Cola Company is seen as an ideal case study on the careful and extensive nature of properly conducted,
orthodox market research whereby a change in consumer psychology was identified as a unique opportunity for
product longevity. One not need look further than the fact that 60 million Diet Coke drinks were sold every day
at its launch in 1986. Asides from expansion of product lines, companies with existing brand scan introduce new
products under those brand names to the marketplace. This is known as brand extension strategy. Keeping this
in mind, Coca Cola Company has taken the initiative in launching the first non-carbonated, lemon-based juice
drink under the licensed name of Loca Lime. The launch of a new brand
ensuresCoca Colas continued viability and market relevancy. Coca Colas primary objective will be to
establish, gain market share, and solidify the Loca Lime brand with the ultimate goal of creating another
billion dollar brand in their already lengthy list of brands. As mentioned previously, once Loca
Limeachieves market sustainability, Coca Cola can opt to implement the brandextension strategy in order to
maximize its product life cycle.

12. Marketing Mix Four Ps:

` Product:
The new product set for launch is essentially a refreshing, fresh lime juice drink under the added brand Loca
Lime. It is differentiated against the market in that it is a non-carbonated drink. It is to be packaged in both
250ml glass returnable bottles and 500ml, 1litre, 1.5litre plastic disposable bottles and 330ml can as well as
disposable 150ml plastic glasses. This is in keeping with industry standards. The design of the bottle is unique
and focused on the Go Green routine, which dictates Coca Cola manufacture and make public packaged bottles
that are in tune with the environmentally friendly theme. Recently, a local Japanese Coca Cola franchise had
reinvented its operational entity through the introduction of a new brand: I LOHAS. Following the
aforementioned example, Loca Lime is to be packaged in ultra-light, crushable plastic bottling mechanism
that gives the advantage of a 40% lighter bottle as compared to the industry standard PET packaging. This added
feature in Loca Limes brand management encourages consumers to recycle and contribute to Coca Cola
Companys global Environmental Sustainability Program. Additionally, the label size has been reduced so as to
cost-save in materials. Moreover, the water is sourced from regions close to the manufacturing plant in order to
further reduce CO2 emissions caused in the transportation process. It is important for Loca Lime to be brand
aligned with Coca Colas global initiatives, as the nature of the product is health-conscious and family-friendly.
As such, Loca Lime will take a conscious course of action to steer clear of labels such as processed and
synthesized. Closely interacting with Corporate Responsibility services such as the aforementioned ensures
Loca Limes brand positioning will be one that agrees with all ages, especially the youth.



+ Slogan & logo
The slogan that we have chosen for our brand Loco Lime is Energize Your Life since it is a clear depiction of
how our product Loco Lime can enliven your mind and soul while at the same time provide you with a
refreshing experience. This is consistent with the overall Coca-Cola theme of providing moments of happiness
and optimism in life therefore, it will blend in well with our existing product portfolio and will be placed in the
right place in the minds of the consumers. Loco Lime will have an image of good taste and quality which is
what the brand Coca-Cola is all about.

` Price:
The basis for Coca Colas pricing strategy is pre-existing industry benchmarks. This would entail glass bottles
retailing for Rs. 20 with the condition of return upon use. As far as targeting of green consumers is concerned,
there would be a 10rs mark up on the 500ml bottle as production of environmentally friendly plastic bottles
incurs value-added costs. As a result, 500ml bottles would retail at Rs. 35.
Such a pricing scheme is based on the very Japanese Coca Cola franchise that endorsed crushable and recyclable
plastic bottles. Undoubtedly, inflated prices are a detriment to the overall sales volume of Loca Lime however,
through an intense and carefully channelled marketing message; the price of the juice will be compensated for
due to its added benefits (i.e. health benefits, the drink for the athlete) and Rs. 55 and Rs. 65 for 1 and 1.5 litre
PET bottles.
For these reasons, the element of promotion will be crucial to the success of Loca Lime. Sometimes Coca Cola
Company change their product prices according to the season. Summer is supposed to be a good season for
beverage industry in India. So in winter they reduce their prices to maintain their sales and profit.

Competitors Price Nimbooz
350ml PET, 200ml RGB and 500ml PET at the price points of Rs 18, Rs 10 and Rs 25 respectively.

Our Selling Price*:
Wholesaler: Rs.20/bottle
Retailer: Rs.26/bottle
Consumer: Rs.35/bottle
(*500ml bottle)

` Place:
Coca Cola Company has the distinct privilege of boasting a highly sophisticated, world-renowned supply chain
system established over decades. It is significant to note that Coca Cola has come to achieve such an incredibly
well-integrated operations system through constant major restructuring, as well as the more subtle tweaks
required to create an almost self-sufficient producing machine. Whilst Coca Colas organizational capabilities
allow for it to launch a nation-wide release of Loca Lime, it is wise to observe some amount of sensibility and
austerity. In light of this, Loca Lime will initially commence distribution in the four major cities of India;
Delhi, Kolkata, Mumbai and Chennai. The metropolitan nature of these cities is an acid test in itself as far as
durable goods are concerned. A brand is only said to be self-sufficient and established if it is consistently
earning profits. However unorthodox the logic, Coca Colas philosophy on the geographies of brand viability
ensures that initial test results are examined without having incurred heavy monetary costs on the supply chain.
Particular significance is given to the four major cities due to their diversity of demographics and the high
sensitivity with which they correlate with their respective environments.
The product will be produced mainly in the Delhi and NCR. Roadways (Refrigerated Trucks, Crated Trucks)
will be used to supply the packages from the wholesalers to the retailers. Railways for long distances, as it will
help in controlling the prices.

+ Warehousing
Semi-automated stores have both a manual element and some automation in the form of pallet conveyors, or
automated picking machines or narrow aisle wire guided typically by man riser FLTs

The Advantages of a semi automated warehouse are as follows:
Low land area medium bay racked systems, 57 high racks
High utilisation theoretically 99.9% plus
Lower cost
Fairly short lead time: 36 months.



Disadvantages:
High level of unskilled labour required
Not secure
Slower operation 23 min to store or retrieve a pallet
Specialist equipment maintenance etc.
Specific building height and floor
57-year truck replacement
These Private warehouses will be built within the production unit in order to reduce the transportation costs.

` Promotion:
Although Coca Cola has observed certain cautiousness in terms of the scale of Loca Limes launch, the
organization is committed to allocating funds in a more generous manner for the promotional campaign. The
strategy involves three autonomous, con-currently running promotional campaigns, all of which are to be
pursued post-launch. Most significantly, Coca Cola, through celebrity endorsements will spontaneously
capture video footage of individuals or groups
of friends traveling around the city tagging beaten down, unfinished and/ordamaged neighborhoods of India wit
h Coca Cola themed designs. It is important to mention, for our purposes tagging denotes the creative
expression of certain marketing messages with the use of spray paints and worn-down, bland walls, buildings,
fences, etc. Of equal importance is the fact viewers would be unaware of the source of the video and as a result,
of any link with Coca Cola Company. It is the organizations hope that such videos would become viral on the
Internet through social media websites such as Facebook, Twitter, Youtube etc. The end goal is for the act of
tagging to become a trend/fad for the younger generation and eventually have this demographic, through their
own will and initiative; take to the streets to express themselves in their own unique
and creative way. Hopefully, with a bit of luck, their messages will havesomething to do with Coca Cola. The
promotion is tentatively titled Paint the Town Red. Simultaneously, Loca Lime will be pushed into the
forefront with CocaColas promotional campaign Into the Limelight. This campaign will feature Coca Cola
travelling and sponsoring various competitive events in educational
institutions around India. Essentially, students would be encouraged to contest in competitions that would
require them to use Loca Limes crushable plastic to construct plastic sculptures. The emphasis once again is
placed on the direct correlation between the younger generation and the need for creative expression. Finally,
immediately following the launch of the brand, Loca Lime wooden stalls (reminiscent of stands set up in
neighbourhoods in American culture) would be set up at all major parks, schools, stadiums and such landmarks
for the purpose of distributing free testers. It would be possibly beneficial to identify such a campaign with a
social cause relevant to the target market of concern. For example:
COCA COLA LOCA LIME: FOR TEXTBOOKS: PLEASE DONATE A LITTLE, WELL GIVE THE
REST!

^ Action Plan:
The action plan regarding how the Coca-Cola Company will go about launching the product can be divided in
the following broad categories:
1) Pre-launch marketing
2) Launch Dates & Venues
3) Launch Execution
4) Post launch promotion campaign
5) Monitoring & Re-execution

^ Pre-Launch Marketing:
Our pre-launch marketing would include advertisement mainly on the TV and in the print media.
Advertisements will be played on different popular channels with reasonable frequency; pre-launch ads would
have the objective of raising interest in the audience. The ads would raise awareness among the public about the
product that is coming their way, ads would be made in a way that would concern the old & young alike, since
the purpose of pre-launch marketing would majorly be to cultivate a sense of anticipation about the general
public about Loca Lime. Similarly ads in print media and Billboards would be made in a way that would raise
curiosity among the people about the product.






^ Launch Dates & Venues:
The product Loca Lime will be launched in the last week of March 2013. Initially the launch will be only in the
selected major four cities of the country. Delhi, Mumbai, Kolkata and Chennai will be the cities that will be
targeted in the initial launch. The reason for doing this would be to assess the response of the consumers and
judge the potential for growth for the product, once we are satisfied by the initial reaction we will start
expanding the area that is covered by us with the launch of Loca Lime. The ultimate expected goal would be to
gain a country wide recognition and acceptance of this new product, however for something like that to happen
we would need to consider this definitive goal as a long term objective.

^ Launch Execution:
The initial launch in the last week of March would see the product being launched in all of the above mentioned
cities. At the start the product would be available in all the super markets and big grocery stores in the
mentioned cities, where we would set up exclusive vending stands with the company representative sales
personnel selling the products to the consumer themselves and getting feedback from the consumers as well.
This activity would continue for a week in all the cities after which the product will be launched city wide,
covering most of the retail shops around each of the city. Here it is very important to mention the celebrity
brand ambassador specifically chosen for this product is Salman Khan, the Bollywood superstar already has
already agreed to be the product endorser for Loca Lime. In our launch Salman Khan would make a special
appearance in Shoppers Stop and Carry Delhi for the launch of Loca Lime, his appearance would prompt his
huge fan following to try the product that their beloved film star is recommending. However due to his tight
schedule the only other appearance he would make during the launch week would be at Gurgaons Ambience
Mall. Further he would also feature in our TV Commercials and print media ads. Through this celebrity
endorsement we hope to achieve a better awareness and acceptance of Loca Lime among the huge fan base of
Salman Khan in particular and broadly among the general population.

^ Post Launch Promotion Campaign:
This probably is the most important part of our action plan, this is the point in time where we will make or break
the image of our product, since in this time how we choose to promote Loca Lime would determine how soon
our product becomes, so to speak, The next big thing in the mind of our consumers. In this phase we will
come up with ads that will be there for the next month or so being played on popular channels on a frequent
basis. Plus as said before print media and billboards would also be there with new post launch product ads. More
over once the product is out there, in order to increase awareness, Loca Lime would sponsor sports event on city
level in one city from each of the 4 provinces in which the product is initially launched, besides this we will
continue our campaign in major universities, national and multinational offices in these cities. This
micromarketing will include the provision of free samples to office workers and university students, also in a
select few universities Loca Lime would sponsor an Intra university fun event. We believe that the people who
are working hours on a daily basis in offices and students who are going through their routine university life
would appreciate a break from their tedious schedule and would be open to not only test the product but to
recommend it to others as well. Additionally, in our post launch promotion we will also use Coke Studio to
endorse Loca Lime that would be a good way to pitch this new product to the fans of Coke Studio. Apart from
all of this we will be continuously on the look for possible ventures that can add to the customer base and
recognition of Loca Lime.

^ Monitoring & Re-Execution:
Once we have had Loca Lime in the market for a substantial amount of time (3-6Months) the time would come
for us to match our goals of launching the product with what we have achieved in the given time frame.
Moreover during this time we would also have kept a check on how the product has been received in the market,
in what areas has our marketing and promotion strategy worked and in what areas does it need improvement.
Based on answers to all of these questions we would either revisit how we are going about marketing the
product or we would expand in other cities as well as expand in terms of the number of flavours that we are
offering. In the case that Loca Lime is received by the public as we hoped we would gradually expand into other
cities with it, moreover based on the customer feedback and requirement (and as mentioned earlier, in order to
stay in competition with other juice brands) we would launch new flavours with similar ambitions associated to
them as in the case Loca Lime. However if Loca Lime does not perform as expected in the market, then our
focus would shift towards revisiting the market strategy of the product and as required we will alter the
marketing framework for the product.





13. Communication Strategy
The Coca-Cola Company will use different sources to communicate with their target market which will include
television, newspapers and billboards. When we launch Loco Lime we intend to use teasers to generate interest
in the upcoming product by the use of the above mentioned forms of media. TVCs will be run on the prominent
TV channels in addition to flyers and banners all across the major cities of India so that the consumers are aware
of the fact that Coca-Cola is launching a new product and generate hype and anticipation. Moreover, Coca-Cola
plans to hire Salman Khan the brand ambassador of Loca Lime as he is an embodiment of good energy that
Loca Lime promises to enrich your life with, in addition to being a role model for the Indian youth. Also it is
intended to give Loca Lime a healthy image in the minds of the consumers as it being promoted by a bollywood
superstar.

+ Communication Objective
The Coca-Cola Company uses sources like TV, billboards, newspaper advertisements and promotional
campaigns to attract the customers and create product awareness about their new products. Coca-Cola tells the
customers that their products give you energy, good taste and a good life to enjoy. It also gives out the message
that the products are good for your health and in addition to enjoying the taste you are also taking care of your
body.

* Advertisements on TV channels
One of the major forms of media that Coca-Cola promotes its products through is through television
advertisements as it is the most popular of all forms of media and is watched by the general public. Hence, it is
definitely a good way of communicating to the target market of Loca Lime in India. Before deciding on the
timings of the advertisements, Coca-Cola will keep in mind the type of customers that they wish to attract, the
times they watch TV and the timings of the competitors advertisements. In order to reach out to their specific
target market Loca Lime advertisements will be shown on the leading TV channels History 18, VH1, MTV and
Channel [V] since these hold the highest rank in terms of popularity among the youth of India. Moreover, before
the launch the teasers of Loca Lime will be run on these channels to increase the customer interest and generate
anticipation.

* Newspapers
Coca-Cola will also advertise their new product Loca Lime through advertisements in the newspapers as a large
number of the consumer base reads newspapers on a daily basis. As with the television advertisements, Coca-
Cola will keep take a look at the number and placement of the competitors advertisements in order to occupy a
favourable position in the newspapers as to reach out to their customers more effectively. Theyll also analyse
the types of newspapers that their competitors place their advertisements in so that they can plan better as to
how to fare better than their competitors in terms of communication. For this purpose, Loca Lime will have
advertisements in Hindustan Times and The Times of India which are two of the most popular newspapers of
India and are widely read by everyone. Teasers will also be printed in these newspapers prior to the launch of
Loca Lime

* Billboards
Coca-Cola also plans to attract their customers through advertising on billboards in the main cities because it is
a highly effective way of reaching out to the target market. This will be done by placing them in strategic places
where there a large number of customers throughout the day like a public place or near busy roads etc. 500 sq.
ft. billboards will be used in each region in addition to flyers along the main roads in order to ensure that the
maximum number of people see it on their way to work or when theyre out to have fun. Salman Khan, our
brand ambassador will be featured on both the teasers and the post-launch advertisements.













14. Budgets:

+ Marketing Budget

^ TV Budget
As Loco Limes main competitor are Nestle juices who increase their advertisements during the summers when
the juice season is at its peak, Loco Lime will follow the same pattern, advertising heavily during the summers
on TV channels at different timings. The total advertising expense for TV channels will be Rs. 3,50,000 for 10
seconds (roughly 2 rupees per 1,000 viewers) per advertisement.

^ Newspapers
Coca-Cola will advertise in The Times of India and Hindustan Times concentrating on the weekends for their
newspaper advertisements. The total advertisement expense per day* for the newspapers would be:

Hindustan Times:
BW - Rs.800 /sq cm, Color - Rs.800 /sq cm
Focus Day(s): All Days
Minimum Ad Cost: Rs. 12800
Minimum Size: 4 cm width X 4 cm height

Times of India:
BW - Rs.3195 /sq cm, Color - Rs.3195 /sq cm
Focus Day(s): All Days
Minimum Ad Cost: Rs. 51120
Minimum Size: 4 cm width X 4 cm height
(*For Delhi)

^ Billboards
Coca-Cola will cover each region with 500 sq. ft. billboard since this is the strategy employed by their
competitor Nestle. All the major cities will have billboards over flyways and on busy roads to attract customers.
The total estimated cost of billboard advertisements for Loca Lime will come to Rs. 48 Lakhs*.

(*Mumbai: Frequency-2.18,
38000 Vehicles per month)

^ Social Networking Sites
Facebook, Twitter and other SNS will be used to promote Loca Lime through creation of fan pages, events.
Regular posts will help us identify the areas on which coca-cola needs to work upon. Promotion costs vary from
5$ - 50$ per page for a day.

+ Distribution Costs
Coca-Cola will also pay its distributors to carry Loca Lime along with the other products of Coke. High-end
retailers will be chosen initially in order to create an exclusive image of the brand to position it as healthy in
the minds of the consumers; a product with healthy ingredients. Later on, after the initial launch it can be
expanded to cover more cities in order to cater to a larger customer base and indulge in mass marketing to
generate the maximum revenues. The distributors of Loca Lime will be provided with freezers and coolers in
order to chill the drink properly prior to its sale. Distributors will also be given incentives to place Loca Lime at
strategic places in the shelf in order to catch the eye of the customers. The estimated cost of distribution for
Loca Lime in the first year will be Rs. 7,40,000.

+ Brand Ambassador
As it is mentioned above, Salman Khan will be hired as the face of Loca Lime in India and the Coca Cola
Company will enter into a two year contract with him estimated to cost around Rs. 18 crores.







15. CONTROL
There is no planning without control. We plan to use Marketing Control to manipulate our marketing plans in
order to efficiently reach out original goals. The basic blueprint involves drawing up goals that the campaign is
designed to meet and then drawing up the plans and strategies that are intended to achieve those goals. If those
plans start to fall short of the desired standards, they then need to be adjusted to get the campaign once again
pointed in the right direction. Marketing control involves the analysis of where the original plans are falling
short and the steps taken to correct those problems. We plan to achieve this process by setting up performance
standards that will ideally be reached at each step of a marketing campaign. The marketing manager will
compare actual progress against the standards. If these standards are not being met, corrective action will be
taken. The problems need to be identified before any action can be taken, lest more damage be done. Once the
problems are identified, then the proper method of marketing control may be exerted in an effort to bring about
the desired goals. There are many methods of achieving marketing control, which can include but are not limited
to;
Market Research
Market share analysis.
Sales analysis.
Quality controls.
Budgets.
Ratio analysis.
Marketing information systems (MKIS).
Feedback from customers satisfaction surveys.
Cash flow statements.
Customer Relationship Management (CRM) systems.
Sales per thousand customers, per factory, by segment.
Location of buyers and potential buyers.
Activities of competitors to aspects of our plan.
Distributor support.
Performance of any promotional activities.
Market reaction/acceptance to pricing policies.
Service levels.

w Market Research
We plan to use Marketing research to gather and analyze data to see if Loca Lime is meeting the needs of the
marketplace. Research is the most obvious tool for identification of how well the marketing campaign is
proceeding. We plan to do it through customer surveys or product testing. Focus groups are another popular way
of ascertaining if our product is hitting its desired target audience or if the marketing techniques are getting
across the desired message. Well get to know if our customers are satisfied with our product and find ways to
improve it by changing the packaging etc. if they are not.

w Testing
An important marketing control regarding our new product Loca Lime is test marketing. Before spending large
amounts of money to produce and market Loca Lime, Coca Cola will test the product on a small scale by using
focus groups or a limited distribution. This can help Coca Cola predict the success or failure of the Loca Lime.

w Budgets
Marketing managers use statistics to assess the success of a marketing strategy. In addition to sales volume, they
will also look at their market share and compare it the competition. The managers will also determine their
return on investment by examining overall sales in relation to the cost of marketing and production.

- How Coca-Cola will determine the yearly budget:

Sales Volume
We will first concentrate on thething is what is the condition of the sales? if the condition is good of
their sales then we definitely increase their production and sales volume. Otherwise we concentrate on
the old strategies.




Profitability:
If we are getting profits with the high margin, then we definitely want to increase the profits in the next
coming year. Every organization runs on the basis of getting high profits. No organization wants to
face Loss in their business. To get profit is the first priority.

Target Volume:
To run the business every industry has some targets, which they want to achieve in a specific time
period. If industry achieves those goals in that period then for the coming year it increases the volume
of the target. So Coca-Cola follows the same thing, it has also some goals and targets to achieve in the
given time period. When we succeed to achieve that target then we increase their target volume in the
next year.

w Pricing Strategy
Pricing may need to be adjusted to meet changes in the market or to maintainprofitability. If Loca Limes chief
competitor implements a significant pricereduction, Loca Lime may be forced to do the same to maintain market
share. Conversely, if production costs rise, Loca Lime may be forced to increase pricesto remain profitable.

w Promotion Strategy
We may also need to adjust our promotion or advertising strategy to change consumer perception and increase
sales. For example, if Coca Cola finds out that the sales of Loca Lime are being lost to a competitor, it can gear
up its promotion strategy to gain back its lost customers.

16. Expectations in coming years
Everything starts from the attitude of consumers behaviour. And the basic key to attract the consumers is to
throw the money away. And positive feeling felling with the brand, which they used to have Coca-Cola wants
to advertise Loca Lime heavily in the coming year. And it will take the 10% of our profits. And when we take it
as a global level it is $ I billion. Coming year is the challenging year for the industry of Coca-Cola. We have to
take lots of decisions that how to increase the production and where we have to spend money. For gaining
success in coming year we have to have some important things like:
1. Loyal consumers are important for companys success.
2. Workers should be the brand centric not the promotion centric.
3. We should know how much to for the brand activities.
4. We should also know that how much to do with the promotion activities for brand.

Logo -

















Soft Drinks Marketing Management Survey
Questionnaire on Soft Drinks

SOFT DRINKS - MARKETING RESEARCH QUESTIONNAIRE
This study is being conducted by Apeejay School students as part of the Marketing Management project. This is a
questionnaire survey about soft drinks. This survey is done to find out peoples preferences of soft drinks.

Name - ___________
Age - _____________

1. Do you consume soft drinks? (Please tick in the space provided)
Yes O No O

If yes, continue with Q.2. If no, go to Q. 6

2. How often you drink soft drinks?
a) Daily b) Weekly c) Monthly d) Occasionally

3. Which of the following drinks you drank last?

Coke [ ]
Thums up [ ]
Pepsi [ ]
7up [ ]
Sprite [ ]
Mirinda [ ]
Slice [ ]
Others ____________ (Write the brand name)

4. When do generally consume soft drinks?
(Please select as many as applicable) *

With food [ ]
After meals [ ]
While travelling [ ]
After playing [ ]
In a party [ ]
To quench the thirst [ ]
With hard drink [ ]
While smoking [ ]
During meetings [ ]
Other ____________ (Write the reason)

5. Rank the following attributes in the order of importance for buying a soft drink.
(1 - Most Important...13 - Least Important) *

Ease of use with Alcoholic Beverages [ ]
Availability [ ]
Price [ ]
Sweetness [ ]
Type of Packaging [ ]
Size of the Bootle [ ]
Fizz [ ]
Brand [ ]
Nutritional Value [ ]
Star Endorsement [ ]
Flavour
Cranberry O
Lime O
Mango O
Cherry O

6. Suggestions:
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