A RESEARCH REPORT

ON MARKETING STRATEGY OF COCA-COLA

Towards the partial fulfillment of MASTER OF BUSINESS

ADMINISTRATION (2018-2019)
Under the guidance of:- Submitted by:-
Prof Nishtha Dwivedi Parvez Alam Siddiqui
18GSOB2010105

MBA 2nd
Batch-4

GALGOTIAS SCHOOL OF BUSINESS

 CERTIFICATE

This is to certify that the research report entitled ‘A RESEARCH REPORT

OF MARKETING STRATEGY OF COCA-COLA” has been prepared
by PARVEZ ALAM SIDDIQUI under my supervision and guidance. This
research report is submitted towards the partial fulfillment of two year full time
Master of Business Administration.

Date:-19-04-2019
 DECLARATION

I PARVEZ ALAM SIDDIQUI, students of Master Of Business

Administration of School of Business, Galgotias University, Greater Noida,
hereby declare that the research report on ‘A RESEARCH REPORT OF
MARKETING STRATEGY OF COCA-COLA” is an original and
authenticated work done by me.
I further declare that it has not been submitted elsewhere by any other Person
in any of the institute for the award of any degree or diploma.

PARVEZ ALAM SIDDIQUI

18GSOB2010105

MBA 1ST Year

Batch – 4
 ACKNOWLEDGEMENT

Gratitude is not a thing of expression; it is more a matter of feeling. There is

always a sense of gratitude which one express for others for their help and

supervision in achieving the goals. I too express my deep gratitude to each and

everyone who has been helpful to me in completing the project report successfully.

I would also like to thank Almighty God for blessing showered on me during the

completion of dissertation report. First of all, I am highly thankful for allowing me

to pursue my dissertation report on “Marketing Strategy of Coca-Cola”.

I am deeply gratified to Prof Nishtha Dwivedi for his earnest coordination and

valuable efforts. He constantly encouraged me right from the inception to final

preparation of my project. He has been a constant source of knowledge,

information, help and motivation for me through her depth knowledge and

experiences.

Last but not the least; I am hugely indebted to all the faculty members of my

institute, my family members and friends for their sincere advice & cooperation to

complete my project in efficient & effective manner.

Parvez Alam Siddiqui

 TABLE OF CONTENT

1. ACKNOWLEDGEMENT

2. INTRODUCTION

3. INDUSTRY PROFILE

4. COMPANY PROFILE

5. PORTER'S FIVE FORCES

6. PEST ANALYSIS

7. OBJECTIVES

8. PRIMARY FINDINGS & ANALYSIS

9. CONCLUSION

10. RECOMMENDATION
 INTRODUCTION

This project is focused on studying the various marketing strategies of Coca-Cola and the
scenario of Indian soft drink industry in the 1990’s.

Coca-Cola Co., the global soft drink industry leader controlled Indian soft drink industry till
1977. Then Janta Party beats the Congress Party and the Central Government was changed. This
change brought problems for Coca-Cola principle bottler, who was a big supporter of Gandhi
Family. Now Janta Party government demanded that Coca-Cola should transfer its syrup formula
to an India subsidiary (Chakravarty, 43). Because of this Coca-Cola backed and withdrew from
the country. In the mean time, India’s two target soft drink producers have gotten rich. Who were
controlling 80% of the Indian soft drink industry.

In 1993, the coco-Cola company came back to India. But the scenario of Indian soft drink
industry had been changed from 1977 to 1993. The competition in the soft drink industry had
become very tough. The major competitor at that time were Pepsi and Parle. Parle’s best known
brands includes ThumsUp, Limca, Citra and others were Gold Spot and Maaza. At that time
Parle had a market share of 53% and Pepsi had a market share of 20%.
Now Coca-Cola had to make some strategies to survive in this tough competition. For this Coca-
Cola decided to take over Parle, so that the company can take the advantage of Parle’s network.
This decision was proved very beneficial for Coke as it had ready access to over 2,00,000 retailer
outlets and 60 bottlers of Parle’s network.

The marketing strategies which were made by Coca-Cola company to win the Cola war in 1990s
had been very successful as Coca-Cola company had a total market share of 48.3% in 1998.

So, the Indian soft drink industry saw a dramatic change in the decade of 1990s. All the
companies were trying to win the battle by making good marketing strategies.
These days Coke and Pepsi are using the 4Ps of marketing mix (Price, Product, Place and
Promotion) in such a way so that a good quality can be provided to the consumers at a
reasonable price to attract the consumers towards their brands.
 SOFT DRINK INDUSTRY:AN OVERVIEW

It all began in 1886, when a tree legged brass kettle in Hohn Styth pemberton’s backyard in
Atlanta was brewing the first P of marketing leged. Unaware the pharmacist has given birth to a
caromel colored syrup, which is now the chief ingredient of the world’s favorite drink. The syrup
combined with carbonated the soft drink market. It is estimated that this drink is served more
than one thousand million times in a day.

Equally oblivious to the historic value of his actions was Frank Ix. Robinson, his partner and
book keeper. Pemberton & Robinson laid the first foundation of this beverage when an average
nine drinks per day to begin with, upping volumes as sales grew.

In 1894, this beverage got into bottle, courtesy a candy merchant from Mississippi. By the
1950’s Colas were a daily consumption item, stored in house hold fridges. Soon were born other
non- Cola variants of this product like orange & Lemon.

Now, the soft drink industry has been dominated by three major player – (1) The New York
based Pepsi co. Inc.(2) The Atlanta based Coca Cola co. (3) The United Kingdom based Cadbury
Schweppes.

Throughout the globe these m/ajor players have been battling it. Out for a bigger chunk of the
ever-growing cold drink market. Now this battle has begun in India too. Inida is now the part of
cold drink war. Gone are days of Ramesh Chauhan, India’s one time Cola king and his bouts of
pistol shooting. Expect now to hear the boon of cannons when the Coca Cola & Pepsi co. battle
it out for, as the Jordon goes a bigger share of throat. By buying over local competition, the two
American Cola giants have cleared up the arena and are packing all their power behind building
the Indian franchisee of their globe girdling brands. The huge amount invested in fracture has
never been seen before. Both players seen an enormous potential in his country where swigging
a carbonated beverage is still considered a treat, virtually a luxury. Consequently, by world
standards India’s per capita consumption of cold drinks as going by survey results is rock
bottom, less than over Neighbors Pakistan & Bangladesh, where it is four times as much.
Behind the hype, in an effort invisible to consumer Pepsi pumps in Rs 3000 crores (1994) to add
muscle to its infrastructure in bottling and distribution. This is apart from money that company’s
franchised bottles spend in upgrading their plants all this has contributed to substantial gains in
the market. In Colas, Pepsi is already market leader and in certain cities like Banaras , Pepsi
outlets are on one side & all the other Colas put together on the other. While Coke executive
scruff at Pepsi’s claims as well as targets, industry observers are of the view that Pepsi has
definitely stolen a lot from its competitor Coke.

Apart from numbers, Pepsi has made qualitative gains. The foremost is its image. This image
turnaround is no small achievements, considering that since it was established in 1989, taking the
hardship route prior to liberalization and weighed down by export commitments.

Now, at present as there are three major players Coke, Pepsi and Cadbury and there is stiff
competition between first two, both Pepsi and Coke have started, sponsoring local events and
staging frequent consumer promotion campaigns. As the mega event of this century has started,
and the marketers are using this event – world cup football, cricket events and many more other
events.

Like Pepsi, Coke is picking up equity in its bottles to guarantee their financial support; one side
Coke is trying to increase its popularity through.

Eat Food, enjoy Food. Drink only Coca Cola. Eat cricket, sleep cricket. Drink only Coca Cola.
Eat movies, sleep movies. Drink only Coca Cola.

But no doubt’ that UK based Cadbury is also ecognising its presence. So there is a real crush in
the soft drink market with launch of the carbonated organize drink Crush, few year ago in Banaras
., the first in a series of a launches , Cadbury Schweppes beverage India (CSBI) HAS
PLANNED:- The world third largest soft drink marketers all over the country. CSBI o wholly
owned subsidiary of the London based $ 6.52billion. Cadbury Schweppes is hoping that crush
is going well and well not suffer the same fate as the Rs. 175 crore Cadbury India’s apple
drink Apella. CSBI is now with orange (crush), and Schweppes soda in the market.

As orange drinks are the smallest of non-Cola categories that is Rs. 1100 crore market with 10%
market share and Cola heaving 50% is followed by Lemon segment with 25%.
 The success of soft drink industry depends upon 4 major factors viz.

 
 Availability

 Visibility


 Cooling


 Range


AVAILABILITY
Availability means the presence of a particular brand at any outlet. If a product is now available
at any outlet and the competitor brand is available, the consumer will go for the outlet because
generally the consumption of any soft drink is an impulse decision and not predetermined one.

VISIBILITY
Visibility is the presence felt, if any outlet has a particular brand of soft drink say-Pepsi Cola and
this brand is not displayed in the outlet, then its availability is of no use. The soft drink must be
shown off properly and attractively so as to catch the attention of the consumer immediately
Pepsi achieves visibility by providing glow signboards, hoarding, calendars etc. to the outlets. It
also includes various stands to display Pepsi and other flavours of the company.

COOLING
As the soft drinks are consumed chilled so cooling them plays a vital role in boosting up the
sales. The brand, which is available chilled, gets more sale than the one which is not, even if it is
more preferred one.

RANGE
This is the last but not the least factor, which affects the sale of the products of a particular
company.
 COMPANY PROFILE
Coca-Cola Enterprises, established in 1886, is a young company by the standards of the Coca-
Cola system. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is
the foundation for this Company.

The Coca-Cola Company traces it’s beginning to 1886, when an Atlanta pharmacist, Dr. John
Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling
business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B.
Whitehead, secured the exclusive rights to bottle and sell Coca-Cola for most of the United
States from The Coca-Cola Company.

The Coca-Cola bottling system continued to operate as independent, local businesses until the
early 1980s when bottling franchises began to consolidate. 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. The Company offered its stock to the public on November 21, 1986,
at a split-adjusted price of $5.50 a share. On an annual basis, total unit case sales were 880,000 in
1986.

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.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion

The Coca-Cola Company is the world’s largest beverage company. They operate in more than
200 countries & markets more than 2800 beverage products. Headquartered at Atlanta, Georgia,
they employ approximately 90500 employees all over the world. It is often referred to simply as
Coke or (in European and American countries) as Cola or Pop.
 MISSION, VISION AND 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.
 COCA-COLA IN INDIA

Coke gained an early advantage over Pepsi since it took over Parle in 1994.Thus it had ready
access to over 2,00,000 retailer outlets and 60 bottlers.
Thus Coke had greater than Pepsi because it had ready access to the Parle network. For example
in 1994 Pepsi had 20 bottlers to serve the entire country while Coke had Parle’s 60 bottlers. In an
important market like Delhi Pepsi had just one bottler while Coke had four. On the other hand
Pepsi had taken over the Dukes Mangola of Mumbai.
In 1993, Pepsi Foods Ltd. had control over the Rs. 1,100 - Crore Indian Soft Drinks market. At
that time, the soft drinks trycoon Ramesh Chauhan, was heading the Parle group and at that time
was deciding to explore the possibility of selling his best rolling brands to Coke, rather than to
Pepsi. Pepsi had entered the market 3 years before Coke did. Before the Coke-Parle tie-up in '93-
Ramesh Chauhan had 2 options before him- (1) to stick around, fight it out again and hopefully,
continue with his number one position. (2) to sell out to Coca-Cola for a good return. This risk of
losing out to one of the multinationals, eventually, seemed to be throwing up the second
alternative. Ramesh Chauhan told business world (India's most popular business magazine) that
"it is better to seek a compromise than to fight a lone battle". But he was wisely simultaneously
taking steps to safeguard his market share. In a few months, Parle's products will be launched in
250 ml instead the current 200 ml. The indications are that the company will hold the price line.
Incidentally, both Pepsi and Coke (if it finally gets in) will cost more than local brands because
of the 300% duly on the imported ingredients. However, this scenario was taking place pre-
liberalization period and hence implied a very high duty on imported items.

Entry of Pepsi and Coke in India or their proposals were at that time being opposed because of
the impact of first - strike on the minds of consumers. If Coca-Cola is allowed an easy and quick
entry through a window established by the government, there can be no justification for denying
similar access to Pepsi Co.

Basically what was wrong at that time with the Coke proposal was that while the Pepsi deal
could go through under the camouflage of horticultures and agriculture
development as their proposal stated, a pure soft drinks project was not so politically palatable
(as it would greatly hamper the indigenous industry).

Coke had plans, to invest $ 20 million in India and Pepsi was going to pump in Rs. 300 crore
more. Ramesh Chauhan greatest compulsion, to 90 in for the 2nd option was that many of his
biggest bottlers were preparing to desert him for Coke, since the bottlers accounted for nearly
one-third of Parle's sales. Parle's biggest bottles in the Easter region,. Goenka, accounted for 80%
market share in Calcutta, felt that the future lay with Coca-Cola, no Indian company had the
financial muscle to take on Coke.

Also, there was the most convincing factor for the tie-up, that Parle's Position in the Indian soft
drinks market and Coca-Cola's marketing strengths and experience would make an unbeatable
combination. At that time according to the world’s most popular and well known magazine,
Fortune, had rated Coke as the world's best brand. Even Coke would greatly benefit from the tie-
up, as Coke with Parle’s wide spread bottling and distribution network, which was spread over
more than a thousand towns and cities and the gradual withdraw of Parle brand would ensure
Coke would be the king. Parle's best known brands include Thums Up, Limca, Citra and others
were GOLD SPOT and Maaza.

The biggest advantage to Parle from the tie-up would be an instant gain of $ 40 million, which
could be used profitably in other ventures.

According to a report the deal was that, Parle Exports had transferred the rights of all its reputed
soft drinks brands to Coca-Cola company, USA. In short, Coca-Cola Company became the
exclusive owner of Thums Up, Limca, Gold Spot, Citra and Maaza and could therefore,
withdraw them from the market whenever it would want to.

Under the agreement, the existing bottlers of Parle Exports would continue to produce Parle
brands under the licence from the Coca-Cola company. The U.S. Multinational proposed to
introduce its international brands -Coke, Fanta and Sprite at an appropriate time. The Parle
bottlers will be bottling these Coco - Cola brands also. The exact nature of Parle, Coca-Cola tie-
up is given below :

So, Ramesh Chauhan, sold his soft drink brands of the U.S. Multinatinal for ($ 40 million) and is
presently a major Coke bottler. Delhi - based Parle Chairman gave up his ownership of his soft
drinks brand (Thums Up, Limca, Citra and Gold Spot) and was awarded the bottling franchisee
for Delhi, Bombay, Surat and Ahmedabad. Coke depends on the 54 bottling plants which it was
inherited from the Parle by out.

So, logically all brands of Parle as well as Coca-Cola will be marketed together. The only
problem being that Parle bottlers would not be able to meet the peculiar quality requirements of
Coke.

MARKET SHARES IN % FIGURES (2012-13)

Pure Drinks
10%
Others

Pepsi 4%
26%

Coke + Parle

60%

Model of Brand Selection

 Customer buys on value

 Value equals quality relative to price

 Quality includes all non-price attributes that count in the purchase decision

 
Product

 
Customer service
 
Quality, price and value, are not absolute, but relative to competitors.

Quality Product

Value Customer Service

Price
 MARKETING MIX
WHAT IS MARTKETING MIX ?

It is a set of controllable tactical marketing tools - product, price, place & promotion - that the
firm blends to produce the response it wants in the target market.

THE FOUR P’s OF MARKETING MIX:-

PRODUCT PRICE
Product List Price
variety MRP
Quality Discounts
Design Allowances
Features Pay Period
Brand name TARGET CR Terms
Services
CUSTOMERS
Size
Packing INTENDED
Warranties
POSITIONING

PLACE
PROMOTION Channel
Advertising Coverage
Personal
Selling Assortments
Sales Locations
promotion
Public Relation Transportation
Logistics
Effective marketing would be blending the marketing mix elements into a coordinated
programme designed to achieve the company’s marketing objective by delivering value to
consumers.

Cola - Cola has always worked upon their marketing mix tools since its entry into India and

Coke’s objective has been to strengthen their brand in important segments of the market and to

gain a competitive edge over Pepsi brands.

 PORTERS FIVE FORCES MODEL OF

COCA COLA

BARGAINING POWER OF SUPPLIERS

Most of the ingredients needed for beverages and snacks are basic commodities such as potatoes,
flavor, color, caffeine sugar, packaging etc. So the producers of these commodities have no
bargaining power over the pricing for this reason; the suppliers in this industry are weak.

Bargaining Power of Buyers

Buyers in this industry have the bargaining power, because main source of the revenue and
market share in beverage and food industry are fast food fountain, convenience stores food stores
vending etc. The profit margins in each of these segments noticeably demonstrate the buyer
power and how special buyers pay diverse prices based on their power to bargain.

Threat of New Entrant

There are many factors that make it hard for new player to enter the beverage industry some of
important factors are brand image and loyalty, advertising expense, bottling network, retail
distribution fear of retaliation and global supply chain.

Brand Image / Loyalty

Pepsi and Coke continuously focusing on increasing their biggest beverage and food products,
they has built some of the globe’s strongest brands that are loved by consumers throughout the
world. Innovative Marketing has leveraged their worldwide brand-building strength to attach
with consumers in significant ways and impel the growth globally. These all campaign results in
higher amount of loyal customer’s and strong brand equity throughout the world. In 2011, Coca-
Cola was declared the world’s most valuable brand according to Interbrand’s best global brand.
This makes it impossible for new entrance to enter the beverage industry easily.

Advertising Spend
Cock and Pepsi has very effective advertising campaign, their advertising also represent the
cultures of different countries. They also sponsor different games and teams and also featured in
countless television programs and films. The marketing and advertising expense was
approximately $ 15 billion. This makes landscape very harder for new players to succeed.

Bottling Network
Pepsi and Coca Cola have live and exclusive contracts with bottler’s that have privileges in all

over the world. These franchise agreements or contracts forbid bottler’s from keeping

competitor’s brands. Coke has the world's largest beverage distribution network; consuming in

more than 200 countries enjoys the Coke’s beverages at an average of nearly 1.6 billion servings

a day. Coca-Cola is sold in restaurants, vending machine and stores in more than 200 countries.

PepsiCo has adopted the globe’s most powerful “go-to-market systems”, serving more than 10

million outlets a week by operating greater than 100,000 different routes, and producing more

than $300 million in retail sales per day. They have also purchased some of the bottlers, this

makes difficult for new players to get bottler contracts or to build their bottling plants.

Retail distribution

Coke and Pepsi offers 16 to 21 percent margins to retailers for the space they present. These
margins are substantial for retailers and this makes it very hard for the new player to persuade
retailer’s to carry their products.
Fear of Retaliation

It is very difficult for new player to enter in this industry because; they will be highly retaliating
by local players in local markets and in global scenario they have to face the duopoly of Coke
and Pepsi. This ultimately could result in price war which affects the new player.

Global Supply Chain

Cock Bill & Melinda Gates Foundation and nonprofit TechnoServe initiated a partnership to
facilitate more than 50,000 small fruit farmers in Kenya Uganda to increase their productivity
and double their incomes by 2014. Coke has significant opportunities within global supply chain
to encourage and develop more sustainable practices to benefit consumers, customers and
suppliers. While; it is still in the premature stages of exploring these opportunities and dedicated
to the economic vitality and health of the farming communities our supply chain engages. Pepsi
promotes and support sustainable agriculture not only because it makes good business sense, it
purchase million tons of potatoes and fruits.

Threat of Substitute Products

Large numbers of substitutes are available in the market such as water, tea, juices coffee etc. But

firms counter them with innovative marketing and massive advertising which build growth for
their brands by highlighting their benefits. Players also differentiate themselves by well-known

global trade marks, brand equity and availability of the products which most of the substitute

products can not contest. To protect themselves from competition players in soft drink industry

offer Diversify products such as such as Pepsi offers soft drinks (Pepsi, Slice, Mountain Dew),

beverages (Tropicana Juices, Dole Juices, Lipton tea, Aquafina bottled water, Sport drinks,

Tropicana Juices), Snacks (Rold Gold pretzels and Frito-Lay). Coke also offers most diversified

range of products such as Cola-Cola Cherry, Coca-Cola Vanilla, Diet Coke, Diet Coke Caffeine-

Free, Caffeine-Free Coca-Cola and range of lime or coffee and lemon.

Competitive Rivalry within an Industry
Beverage industry competition can be classified as a Duopoly with Pepsi and Coca Cola. The

market share of other competitors is too low to encourage any price wars. Cola-Cola gets

competitive advantage through the well-known global trade marks by achieving the premium

prices. It means Cola-Cola have something that their competitors do not have. While Pepsi has

leveraged its worldwide brand-building strength to attach with consumers in significant ways and

impel the growth globally.

PEST ANALYSIS OF COCA COLA COMPANY

As the leading beverages company in the world, Coca Cola almost monopolizes the entire
carbonated beverages segment. Beside it, Coca Cola also maintain their reputation as the
leading company in the world using PEST Analysis so that Coca Cola can examine the
macro-environment of Coca Cola’s operations.

Political
When Coca Cola had decided to enter a country to distribute the products, Coca Cola was
monitoring the policies and regulations of each country. For the example, when entering
Moslems country such as Indonesia or Malaysia, Coca Cola followed the regulation by adding
“Halal” stamp in each Coca Cola’s products. In this case, Coca Cola has no political issues in
this matter.

Economic
Coca Cola also has low growth in the market for carbonated beverages (North America). The
market growth was 1% in 2004. For stimulating the growth, Coca Cola had spent high budget of
advertisement to endorse the customers.

Social

Nowadays, customers tend to change their lifestyle. Customers more aware about health
consciousness by reducing in drinking carbonated beverages to prevent diabetes or other
diseases. As a result, Coca Cola’s demand for carbonated beverages has decreased and the
revenues also decreased. Thus, Coca Cola diversify the products by adding production lines in
tea (Nestea), juices (Minute Maid), mineral water (Dasani and Ades), and sport drinks
(Powerade), and others.

Technological

Because of the developing technology, Coca Cola has advanced technology in producing the

products. Then, Coca Cola made innovations by giving flavors to the Coke, such as Cherry

Coke, Diet Coke, Coca Cola Zero, Coke with Lime, and others. But, the customers still prefer the

original taste of traditional Coke; it can be seen by the high demands in traditional Coke.
 OBJECTIVE OF THE STUDY

1. To study the marketing strategies adopted by Coca-Cola

2. To study the advertising effectiveness Coca-Cola on customer

3. To analyze the awareness of consumer regarding Coca Cola.

4. To help the company for further changes in the quality, pricing, and policies.
 CONCLUSION

It was observed that Coca-Cola has been perceived quite positively as it has been projected.
People are aware of the Brand & Awareness of Coca-Cola is quite high in the market. When a
product is launched, avid Coke drinkers choose this soda over any other competitor simply
because it's a Coca-Cola product and they trust it.

Although Coke has been into controversies, people still prefer to stay loyal to the Brand with
Coca-Cola being termed as a more popular brand than Pepsi.

Coca-Cola products would appear, on the shelf, to have the most expensive range of soft drinks
common to supermarkets, at almost double the cost of no name brands. This can be for several
reasons apart from just to cover the extra costs of promotions, for which no name brands do
without. When people buy Coca-Cola they are not just buying the beverage but also the image
that goes with it, therefore to have the price higher reiterates the fact that the product is of a
better quality than the rest and that the consumer is not cheap.

In supermarkets and convenience stores Coca-Cola has their own fridge which contains only

their products. There is little personal selling, but that is made up for in public relations and

corporate image. Coca-Cola sponsors a lot of events including sports and recreational activities.
 RECOMMENDATION

After completing our project I have concluded some recommendation for the Coca Cola
company, which are following.

 Coca Cola Company should try to emphasis more on providing their infrastructure in the
market to facilitate their customers.
 According to the survey, conducted by the international firm Pakistani people like little
bit sweeter Cola drink. So for this Coca Cola company should produce their product
according to the local demand.
 Marketing team should try to increase the availability of Coke in rural areas.
 They should also focus the old people.