Dissertation Report on

“Analyzing and Determining Consumer Buying Behavior for the Coca-

Cola Company”

Submitted to
Amity University Jharkhand

In partial fulfillment of the requirements for the award of the degree of MASTER OF
BUSINESS ADMINISTRATION

By

SHIVAM SACHDEO

Enrolment No.A36106417075

Under the guidance of

PROF.ADITI SINGH SHARMA

 AMITY BUSINESS SCHOOL

AMITY UNIVERSITY JHARKHAND

RANCHI

MAY 2019

DECLARATION

I,SHIVAM SACHDEO, student of Master of Business Administration hereby declare that the
Dissertation titled “analyzing and Determining Consumer Buying Behavior for the
Coca-Cola Company” which is submitted by me to Department of Management, Amity
Business School, Amity University Jharkhand, in partial fulfillment of requirement for the award
of degree of Master of Business Administration, has not been previously formed the basis for
the award of any degree, diploma or other similar title or recognition.

Amity University Jharkhand, Ranchi

Date:
Sign of the Student:

Name of Student: SHIVAM SACHDEO

Enrollment Number: A36106417075

 CERTIFICATE

On the basis of Dissertation submitted by SHIVAM SACHDEO, student of Master of Business

Administration, I hereby certify that the Dissertation “Analyzing and Determining
Consumer Buying Behavior for the Coca-Cola Company”. Which is submitted to
Department of Management, Amity Business School, Amity University Jharkhand in partial
fulfillment of requirement for the award of the degree of Master of Business Administration is
an original contribution with existing knowledge and faithful record of work carried out by
him/her under my guidance and supervision.

To the best of my knowledge this work has not been submitted in part or full for any Degree or
Diploma to this University or elsewhere.

Amity University, Ranchi

Date:

Signature of Guide (Internal) Signature of Guide (External)

Name of the Faculty Name: ________________________

Designation: ____________________

Amity Business School Ranchi

Amity University Jharkhand, Ranchi.
Acknowledgement:

I would like to express my deepest gratitude to my supervisor, Prof. Aditi Singh Sharma for her
useful guidance, insightful comments, and considerable encouragement to complete this project
on the topic ‘’Analyzing and Determining Consumer Buying Behavior for The Coca-
Cola Company” which also helped me in doing a lot of Research and I came to know about so
many new things. I am thankful to her Secondly, I would also like to thank my parents and
friends who helped me a lot in finishing this project within the limited time.

THANKS AGAIN TO ALL WHO HELPED ME.

SHIVAM SACHDEO.
It can be argued that the successful management of change is crucial to any
Organisation in order to survive and succeed in the present highly competitive and continuously
Evolving business environment. However, theories and approaches to change management
Currently available to academics and practitioners are often contradictory, mostly lacking
Empirical evidence and supported by unchallenged hypotheses concerning the nature of
Contemporary organisational change management. The purpose of this article is, therefore, to
Provide a critical review of some of the main theories and approaches to organisational change
Management as an important first step towards constructing a new framework for managing
Change.
It can be argued that the successful management of change is crucial to any
Organisation in order to survive and succeed in the present highly competitive and continuously
Evolving business environment. However, theories and approaches to change management
Currently available to academics and practitioners are often contradictory, mostly lacking
Empirical evidence and supported by unchallenged hypotheses concerning the nature of
Contemporary organisational change management. The purpose of this article is, therefore, to
Provide a critical review of some of the main theories and approaches to organisational change
Management as an important first step towards constructing a new framework for ma
OBJECTIVE

 To study How the Finance Department of “Hindustan Coca-Cola
Marketing Company works.

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

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

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

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

 T o   s t u d y   w h a t   f o r m a l i ti e s   t h a t   h a v e   t o   b e   f u l fi l l e d   w h i l e   m a k i n g purc
hases and while making payments.

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

 To study the work process of direct route & indirect route.
 METHODOLOGY

I have used both the sources of method for completing this assignment, i.e.
1. Primary data ( Questionnaire)
2. Secondary source
 INDEX

Sr. No. DISCRIPTIONS Page No.

1. Introduction 1-2

2. Hindustan Coca-Cola Beverages Pvt. Ltd. 3-5

3. Generations in Coca-Cola 6-11

4. Mission and Vision 12

5. Competitor Analysis 13

6. Current Market Position 14

7. Factors Affecting Business 15

8. Products and Pack Sizes 16-26

9. Manufacturing Processes 27-31

10. Advertising 32-33

11. SWOT Analysis 34-36

12. Coca-Cola survey 37-46

13. Conclusion 47

14. Bibliography 48
 ABSTRACT

The dynamic role of management functions in the Coca-Cola Beverage Limited planning and
organizing process has been highly emphasized. This department has been identified as the
means through which the rapid industrialization and other developmental goals of the
organization can be achieved. This report explores the role of recruitment and selection process
of the organization. This report provides a defined role of other departments in this process,
role played by Head Office in this process, internal and external support of different
departments in this process.
 INTRODUCTION

The Coca-Cola Company is an American multinational corporation and manufacturer, retailer

and marketer of nonalcoholic beverage concentrates and syrups. The company is best known
for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in
Atlanta, Georgia.
Coca-Cola is recognized as the world’s most valuable brand is often associated with the
happiness. In fact, Coca-Cola means “Delicious Happiness”. The Coca-Cola Company is ranked
on the list of top organizations for multicultural business opportunities. In the first year Coca-
Cola creator John Pemberton sold an average of nine servings of Coca-Cola each day. Today
that number has increased to 1.9 billion servings of Company products. In 2017, it increased
annual dividends for the 55th year in a row.
As of December 31, 2016, the Company had 100,300 associates worldwide. Together with the
bottling partners, it ranked among the world’s top 10 private employers with more than
700,000 system employees. The Coca-Cola Company lead the beverage industry, with a
portfolio featuring 21 billion-dollar brands. Globally, it is the no. 1 provider of sparkling
beverages, juices and juice drinks and ready-to-drink coffees. It currently offer nearly 1,200 no
and low calorie products around the world, with nearly 200 no and low calorie products
launched in 2016.
The Coca-Cola Company is the world’s largest beverage company. Its operational reach
encompasses + 200 countries worldwide across 5 operating regions: Asia Pacific; Europe,
Middle East and Africa; Latin America and North America.

1
2
 HINDUSTAN COCA-COLA BEVERAGES PVT. LTD.

Coca-Cola (also known as Coke, a name that was trademarked by The Coca-Cola
C o m p a n y a ft e r i t w a s d i s c o v e r e d m a n y p e o p l e c a l l e d i t b y t h a t p a r ti c u l a r
n a m e ) i s a v e r y   p o p u l a r c o l a ( a c a r b o n a t e d s o ft d r i n k ) s o l d i n s t o r e s ,
r e s t a u r a n t s a n d v e n d i n g m a c h i n e s i n more than 200 countries. It is produced
by the Coca-Cola Company (NYSE: KO), which is a l s o o ft e n r e f e r r e d t o a s
s i m p l y Coca-Cola or Coke. C o k e i s o n e o f t h e w o r l d ’ s m o s t recognizable and
widely sold commercial brands; its major rival is Pepsi.

Coke was originally intended as a patent medicine when it was invented in the
late1 9 t h   c e n t u r y ,   C o c a - C o l a   w a s   b o u g h t   o u t   b y   b u s i n e s s m a n   A s
a   G r i g g s   C a n d l e r ,   w h o s e marketi ng tacti cs led Coke to its dominance of the
world soft drink market throughout the 20th century. Although faced with criti ques
of its health eff ects and various allegati ons of  wrongdoing by the company, Coca-Cola
has remained a popular soft drink to the present day. It was initi ally sold as a patent
medicine for fi ve cents a glass at soda fountains, which were  popular in the United
States at the ti me thanks to a belief that carbonated water was good for  t h e
h e a l t h . T h e fi r s t s a l e s w e r e m a d e a t J a c o b ' s P h a r m a c y i n A t l a n t a ,
G e o r g i a , o n M a y 8 , 1886 and for the first eight months only nine drinks were sold each
day. Coca-Cola was sold in bott les for the fi rst ti me on March 12, 1894, and cans of
Coke fi rst appeared in 1955. By1888, three versions of Coca-Cola - sold by three separate
businesses were on the market.

On February 7, 2005, the Coca-Cola Company announced that in the second

quarter of 2005 they planned a launch of a Diet Coke product sweetened with the
arti fi cial sweetener s u c r a l o s e ,   t h e   s a m e   s w e e t e n e r   c u r r e n t l y   u s e d
i n   P e p s i   O n e . T h e   c o m p a n y actually produces concentrate for Coca-Cola, which is then
sold to various Coca-Cola bottlers t h r o u g h o u t   t h e   w o r l d .
  T h e   b o tt l e r s ,   w h o   h o l d   t e r r i t o r i a l l y - e x c l u s i v e   c o n t r a c t s   w i t h   t h e company,
produce fi nished product in cans and bott les from the concentrate in combinati on
with fi ltered water and sweeteners. The bott lers then sell, distribute and
merchandise Coca-Cola in cans and bott les to retail stores and vending machines.
Such bott lers include Coca-Cola Enterprises, which is the single largest Coca-Cola bottler in
North America and Europe. The Coca-Cola Company also sells concentrate for fountain
sales to major restaurants and food service distributors.

3
The Coca-Cola Company has on occasion introduced other cola drinks
u n d e r t h e Coke brand name. The most famous of these is Diet Coke, which has
become a major diet cola but others exist, such as Cherry Coke, Coke Zero, and
Vanilla Coke. The Coca-Cola Company owns and markets other soft drinks that do
not carry the Coca-Cola branding, such as Sprite, Fanta, and others. The actual
producti on and distributi on of Coca-Cola follows a  franchising model. The Coca-
Cola Company only produces a syrup concentrate, which it sells to various bottlers
throughout the world who hold Coca-Cola franchises for one or more g e o g r a p h i c a l a r e a s .
T h e b o tt l e r s p r o d u c e t h e fi n a l d r i n k b y m i x i n g t h e s y r u p w i t h fi l t e r e d
water and sugar (or arti fi cial sweeteners) and fi ll it into cans and bott les, which the
bott lers t h e n s e l l a n d d i s t r i b u t e t o r e t a i l s t o r e s , v e n d i n g m a c h i n e s ,
r e s t a u r a n t s a n d f o o d s e r v i c e distributors. The bott lers are normally also
responsible for all adverti sement and other sales initiatives within their areas.

P e p s i i s o ft e n s e c o n d t o C o k e i n t e r m s o f s a l e s , b u t o u t s e l l s C o c a - C o l a i n
s o m e l o c a l i ti e s . I n I n d i a , C o c a - C o l a r a n k s t h i r d b e h i n d t h e l e a d e r , P e p s i -
C o l a , a n d l o c a l d r i n k   Thumps Up. However, The Coca-Cola Company purchased
Thumps Up in 1993. The products of the company reach consumers and customers
around the world through a vast distributi on network made up of local bott ling
companies. These bott lers are located around the world
and most are independent businesses.
  U s i n g   s y r u p s ,   c o n c e n t r a t e s   a n d   b e v e r a g e   b a s e s  produced by the Coca-
Cola Company, their global bott ling system packages and markets  products, then
distributes them to more than 14 million retail outlets worldwide. The Coca- Cola
Company is committed to assisting its bottlers with the functions of an efficient bottling
o p e r a ti o n a n d i n i ti a ti n g q u a l i t y s y s t e m s t o e n s u r e t h e h i g h e s t q u a l i t y
p r o d u c t s f o r t h e i r   consumers.

The trademark "Coca-Cola" was registered with the U.S. Patent and Trademark Office i n 1 8 9 3 ,
f o l l o w e d b y " C o k e " i n 1 9 4 5 . T h e u n i q u e c o n t o u r b o tt l e , f a m i l i a r t o
c o n s u m e r s everywhere, was granted registration as a trademark by the U.S. Patent and
Trademark Office i n 1 9 7 7 ; a n h o n o r a w a r d e d v e r y f e w p a c k a g e s . T h e m o s t
valuable assets happen to be the trademarks they possess. For Coca-Cola,
t h e m o s t d r u n k s o ft d r i n k o n e a r t h i s o n e o f t h e world’s best-known and most
admired trademarks, recognized by more than 90 percent of the world’s populati on.
Interesti ngly, the world that is touched by the cherished drinks for every moment,
the Coca-Cola trademarks happen not only to be their most valuable assets but
of t h e   e n ti r e   e a r t h .   T h e   b u s i n e s s   s y s t e m   o f   t h e   C o m p a n
y   i n   I n d i a   d i r e c t l y   e m p l o y s approximately 6,000 people, and
i n d i r e c t l y c r e a t e s e m p l o y m e n t f o r m a n y m o r e i n r e l a t e d industries through
our vast procurement, supply and distributi on system. On the distributi on front,
10-tonne trucks, open-bay three-wheelers that can navigate the narrow alleyways
of Indian citi es, ensure availability of our brands in every nook and corner of the
country. The term soft drink originally applied to carbonated drinks made from

4
concentrates, although it now commonly refers to almost any cold drink that does not
contain alcohol.

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

US  b a s e d   C o c a - C o l a   C o m p a n y .   T h e   c o m p a n y
o w n e d   B o tt l i n g   a r m   o f   t h e   I n d i a n   O p e r a ti o n s , Hindustan Coca-Cola Beverages
Private Limited is responsible for  the manufacture, sale and d i s t r i b u ti o n
of beverages across the country. Coca-Cola India is among the countries 
T o p internati onal investors, having invested more than US$ 1 billion in India
within a decade of its presence and further pledged another US$ 100 million in
2003 for its operations. It is the world’s largest selling soft drink since 1886. The Coca-
Cola Company returned to India in1993 aft er a gap of  16 years giving new
Thumps up to the Indian Soft  Drink Market and took over the ownership of the nation's
top soft-drink brands and bottling network. The vast Indian operati ons comprises 25 wholly
company owned bott ling operati ons a n d   a n o t h e r   2 4 franchisee owned bottling
operations and a network of 21 contract packers also manufactures a range of products for the
Company.

5
 GENERATIONS IN COCA COLA

1886-1892; Atlanta beginning

It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. Eight
hundred miles away, another great American symbol was about to
beu n v e i l e d .   L i k e   m a n y   p e o p l e   w h o   c h a n g e   h i s t o r y ,   J o h n   P e m b e r t o n
,   a n   A t l a n t a  pharmacist, was inspired by simple curiosity. One aft ernoon,
he sti rred up a fragrant, c a r a m e l - c o l o r e d l i q u i d a n d , w h e n i t w a s d o n e , h e
carried it a few doors down to Jaco bs' Pharmacy. Here, the mixture was
combined with carbonated water and sampled by customers who all
a g r e e d - - t h i s n e w d r i n k w a s s o m e t h i n g s p e c i a l . S o Jacobs' Pharmacy put it on
sale for five cents a glass.

Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola®, and wrote it out in
his distinct script. To this day, Coca-Cola is written the same way. In the first year, Pemberton
sold just 9 glasses of Coca-Cola a day. A century later, The Coca-Cola Company has
produced more than 10 billion gallons of syrup. Unfortunately for P e m b e r t o n , h e
died in 1888 without realizing the success of the beverage he had

6
created. Over the course of three years, 1888-1891, Atlanta businessman As a
Griggs C a n d l e r s e c u r e d r i g h t s t o t h e b u s i n e s s f o r a t o t a l o f a b o u t $ 2 , 3 0 0 .
C a n d l e r w o u l d  become the Company's first president, and the first to bring real vision to
the business and the brand.

1893-1904; Beyond Atlanta

Coca cola hires first celebrity spoke person music hall performer Hilda Clark As, G. Candler, a
natural born salesman, transformed Coca-Cola from an inventi on i n t o a b u s i n e s s .
H e k n e w t h e r e w e r e t h i r s t y p e o p l e o u t t h e r e , a n d C a n d l e r f o u n d  brilliant
and innovati ve ways to introduce them to this exciti ng new refreshment.
Heg a v e   a w a y   c o u p o n s   f o r   c o m p l i m e n t a r y   fi r s t   t a s t e s   o f   C o c a - C o l a ,  
a n d   o u t fi t t e d distributi ng pharmacists with clocks, urns, calendars and
apothecary scales bearingt h e   C o c a - C o l a   b r a n d .   P e o p l e   s a w   C o c a -
C o l a   e v e r y w h e r e ,   a n d   t h e   a g g r e s s i v e  promoti on worked. By 1895, Candler
had built syrup plants in Chicago, Dallas and Los Angeles.

Inevitably, the soda's popularity led to a demand for it to be enjoyed in new ways.
In1894, a Mississippi businessman named Joseph Biedenharn became the fi rst to
putC o c a C o l a   i n   b o t t l e s .   H e   s e n t   1 2   o f   t h e m   t o   C a n d l e r ,   w h o   r e s p o n
d e d   w i t h o u t enthusiasm. Despite being a brilliant and innovati ve businessman,
he didn't realize then that the future of Coca-Cola would be with portable, bottled beverages
customers c o u l d t a k e a n y w h e r e . H e s ti l l d i d n ' t r e a l i z e i t fi v e y e a r s l a t e r ,
when, in 1899, two
C h a tt a n o o g a   l a w y e r s ,   B e n j a m i n   F .   T h o m a s   a n d   J o s e p h   B .   W h i t e h e a
d ,   s e c u r e d exclusive rights from Candler to bott le and sell the beverage -- for
the sum of only one dollar.

1905-1918; safeguarding the brand

Coca cola enjoyed in 8 countries worldwide. To combat copycats Coca-Cola develops

unique bottle I m i t a ti o n m a y b e t h e s i n c e r e s t f o r m o f fl a tt e r y , b u t T h e C o c a -
C o l a C o m p a n y w a s none too pleased about the proliferati on of copycat
beverages taking advantage of it su c c e s s . T h i s w a s a g r e a t p r o d u c t , a n d a

7
g r e a t b r a n d . B o t h n e e d e d t o b e p r o t e c t e d . Adverti sing focused on the
authenti city of Coca-Cola, urging consumers to "Demand the genuine" and "Accept no
substitute."

The Company also decided to create a disti ncti ve bott le shape to assure people
they w e r e a c t u a l l y g e tti n g a r e a l C o c a - C o l a . T h e R o o t G l a s s C o m p a n y o f
T e r r e H a u t e , Indiana, won a contest to design a bottle that could be recognized in the dark.
In 1916, t h e y b e g a n   m a n u f a c t u r i n g   t h e   f a m o u s   c o n t o u r   b o tt l e .
T h e   c o n t o u r   b o tt l e , w h i c h r e m a i n s   t h e   s i g n a t u r e   s h a p e   o f   C o c a -
C o l a   t o d a y ,   w a s   c h o s e n   f o r   i t s   a tt r a c ti v e appearance, original design and
the fact that, even in the dark, you could identi fy the genuine article. As the country
roared into the new century, The Coca-Cola Company grew rapidly, moving into Canada,
Panama, Cuba, Puerto Rico, France, and other  c o u n t r i e s   a n d U . S . t e r r i t o r i e s .   I n
1 9 0 0 , t h e r e w e r e t w o   b o tt l e r s o f   C o c a - C o l a ; b y 1920, there would be about 1,000.

1919-1940; the woodruff legacy

Coca cola enjoyed in 53 countries worldwide. It introduced 6 packs. In 1925 6000000 drinks per
day. P e r h a p s   n o   p e r s o n   h a d   m o r e   i m p a c t   o n   T h e   C o c a -
C o l a   C o m p a n y   t h a n   R o b e r t Woodruff . In 1923, four years aft er his father
Ernest purchased the Company from
As Candler, Woodruff became the Company president. While Candl
e r   h a d i n t r o d u c e d t h e U . S . t o C o c a - C o l a , W o o d r u ff w o u l d s p e n d m o r e
than 60 years as Company leader introducing the beverage to the world
b e y o n d . W o o d r u ff w a s
a m a r k e ti n g   g e n i u s   w h o   s a w   o p p o r t u n i ti e s   f o r   e x p a n s i o n   e v e r y w h e r
e .   H e   l e d   t h e expansion of Coca-Cola overseas and in 1928 introduced Coca-Cola
to the Olympic G a m e s f o r t h e fi r s t ti m e w h e n C o c a - C o l a t r a v e l e d w i t h t h e
U . S . t e a m t o t h e 1 9 2 8 A m s t e r d a m O l y m p i c s . W o o d r u ff p u s h e d
d e v e l o p m e n t a n d d i s t r i b u ti o n o f t h e s i x -  pack, the open top cooler, and many other
innovations that made it easier for people to drink Coca-Cola at home or away. This new
thinking made Coca-Cola not just a huge success, but a big part of people's lives.

1941-1959; the war and its legacy

Coca cola enjoyed in 120 countries worldwide. Introducing Coke. In 1961Sprite is introduced.
1963 Tab Company’s first diet soft drink is introduced in 1941, America entered World War

8
II. Thousands of men and women were sent overseas. The country , and Coca-Cola,
rallied behind them. Woodruff ordered that "every man i n u n i f o r m g e t s a b o tt l e
of Coca-Cola for 5 cents, wherever he is, and whatever
itc o s t s   t h e   C o m p a n y . "   I n   1 9 4 3 ,   G e n e r a l   D w i g h t   D .   E i s e n h o w e r   s e n t  
a n   u r g e n t c a b l e g r a m t o C o c a - C o l a , r e q u e s ti n g s h i p m e n t o f m a t e r i a l s f o r
1 0 b o tt l i n g p l a n t s . During the war, many people enjoyed their first taste of the beverage,
and when peace fi n a l l y c a m e ,   t h e   f o u n d a ti o n s   w e r e l a i d   f o r   C o c a -
C o l a   t o   d o   b u s i n e s s o v e r s e a s . W o o d r u ff ’ s v i s i o n t h a t C o c a - C o l a b e p l a c e d
w i t h i n " a r m ' s r e a c h o f d e s i r e , " w a s coming true -- from the mid-1940s unti l
1960, the number of countries with bott ling operations nearly doubled. Post-war
America was alive with optimism and prosperity. C o c a - C o l a w a s p a r t o f a f u n ,
carefree American lifestyle, and his imagery of its
a d v e r ti s i n g   - -   h a p p y   c o u p l e s   a t   t h e   d r i v e - i n ,   c a r e f r e e   m o m s  
d r i v i n g   b i g   y e l l o w convertibles -- reflected the spirit of the times.

1960-1981A; world of customers

Coca cola enjoyed in 163 countries worldwide. It introduced can in 1960. In 1981
Roberto c. Goizueta became chairman and CEO of the coca cola company a ft e r 7 0 y e a r s o f
s u c c e s s w i t h o n e b r a n d , C o c a - C o l a ® , t h e C o m p a n y d e c i d e d t o expand with
new flavors: Fanta®, originally developed in the 1940s and introduced in the 1950s; Sprite®
followed in 1961, with TAB® in 1963 and Fresca® in 1966. In 1 9 6 0 , t h e C o c a - C o l a
C o m p a n y a c q u i r e d T h e M i n u t e M a i d C o m p a n y , a d d i n g a n enti rely new line
of business -- juices -- to the Company. The Company's presence worldwide was
growing rapidly, and year after year, Coca-Cola found a home in
morea n d   m o r e   p l a c e s :   C a m b o d i a ,   M o n t s e r r a t ,   P a r a g u a y ,   M a c a u ,   T u r
k e y   a n d   m o r e . A d v e r ti s i n g f o r C o c a - C o l a , a l w a y s a n i m p o r t a n t a n d
e x c i ti n g p a r t o f i t s b u s i n e s s , r e a l l y c a m e i n t o i t s o w n i n t h e 1 9 7 0 s , a n d
r e fl e c t e d a b r a n d c o n n e c t e d w i t h f u n , friends and good ti mes. The
internati onal appeal of Coca-Cola was embodied by a 1971 commercial, where a group
of young people from all over the world gathered on a hilltop in Italy to sing "I'd Like to Buy the
World a Coke." In 1978, The Coca-Cola Company was selected as the only Company
allowed to sell packaged cold drinks in the People's Republic of China.

 
1982-1989; Diet coke and new coke

9
Coca cola enjoyed in 165 countries world wide. In 1982 diet
c o k e   w a s introduced. The 1980s -- the era of legwarmers, headbands and the
fi tness craze, and a ti me of m u c h   c h a n g e   a n d   i n n o v a ti o n   a t   T h e   C o c a -
C o l a   C o m p a n y .   I n   1 9 8 1 ,   R o b e r t o   C . Goizueta became chairman of The
Board of Directors and CEO of The Coca-Cola Company. Goizueta, who
fl e d C a s t r o ' s C u b a i n 1 9 6 1 , c o m p l e t e l y o v e r h a u l e d t h e Company with a
strategy he called "intelligent risk taking."  Among his bold moves was organizing
the numerous U.S. bott ling operati ons into a new public company, Coca-Cola
Enterprises Inc. He also led the introducti on of diet Coke, the very fi rst extension
of the Coca-Cola trademark; within two years, it had become the top low-calorie
drink in the world, second in success only to Coca-Cola. One of Goizueta’s o t h e r
i n i ti a ti v e s , i n 1 9 8 5 , w a s t h e r e l e a s e o f a n e w t a s t e f o r C o c a - C o l a , t h e
fi r s t c h a n g e i n f o r m u l a ti o n i n 9 9 y e a r s . I n t a s t e t e s t s , p e o p l e l o v e d t h e
new formula,
commonly called “new Coke.” In the real world, they had a 
d e e p   e m o t i o n a l attachment to the original, and they begged and pleaded to get it back.
Critics called it t h e b i g g e s t m a r k e ti n g b l u n d e r e v e r . B u t t h e C o m p a n y
l i s t e n e d , a n d t h e o r i g i n a l formula was returned to the market as Coca-Cola
classic, and the product began to increase its lead over the competition -- a lead that
continues to this day.

1990-1999; New markets and brands

In 1993 pet bott les are introduced. Coca cola enjoyed in 200  countries worldwide.
T h e   1 9 9 0 s   w e r e   a   ti m e   o f   c o n ti n u e d   g r o w t h   f o r   T h e   C o c a - C o l a  
C o m p a n y .   T h e Company's long associati on with sports was strengthened during
this decade, with ongoing support of the Olympic Games, FIFA World Cup™ football (soccer),
Rugby World Cup and the Nati onal Basketball Associati on. Coca-Cola classic became
the Offi cial Soft Drink of NASCAR racing, connecti ng the brand with one of the
world's fastest growing and most popular spectator sports. And 1993 saw the
introducti on of the popular "Always Coca-Cola" advertising campaign, and the world met the
lovable C o c a - C o l a P o l a r B e a r f o r t h e fi r s t ti m e . N e w m a r k e t s o p e n e d
u p a s C o c a - C o l a  products were sold in East Germany in 1990
a n d   r e t u r n e d t o I n d i a i n 1 9 9 3 .   N e w  beverages joined the Company's line-up,
including PowerAde sports drink, Qoo children's fruit drink and Dasani bott led
water. The Company's family of brands further expanded through acquisiti ons,
including Limca, Maaza and Thumps Up
in India, Barq's root beer in the U.S., Inca Kola in Per
u   a n d   C a d b u r y Schweppes' beverage brands in more than 120 countries around the
world. By 1997, the Company already sold 1 billion servings of its products every day,
yet knew that opportunity for growth was still around every corner.

10
2000 and Now Coca-Cola

In 1886, Coca-Cola® brought refreshment to patrons of a small
A t l a n t a  pharmacy. Now well into its second century, the Company's goal is to
provide magic every ti me someone drinks one of its more than 400  brands. Coca-
Cola has fans from B o s t o n t o B u d a p e s t t o B a h r a i n , d r i n k i n g b r a n d s s u c h a s
A m b a s a , V e g i t a b e t a a n d Frescolita. In the remotest comers of the globe, you
can sti ll fi nd Coca-Cola. Coca-Cola is committ ed to local markets, paying att enti on
to what people from diff erent cultures and backgrounds like to drink, and where and how
they want to drink it. With i t s b o tt l i n g p a r t n e r s , t h e C o m p a n y r e a c h e s o u t t o
t h e l o c a l c o m m u n i ti e s i t s e r v e s ,  believing that Coca-Cola exists to benefi t and
refresh everyone it touches. From the early beginnings when just nine drinks a day were
served, Coca-Cola has grown to the world’s most ubiquitous brand, with more than 1.4 billion
beverage servings sold each day. When people choose to reach for one of The Coca-
Cola Company brands, the Company wants that choice to be exciting and satisfying, every
single time.

11
 MISSION AND VISION

MISSION

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

 Consumers as a superior beverage experience.

 Consumers as an opportunity to grow profits through the use of finished drink.
 Bottlers as an opportunity to grow profit and volume.
 TCCC as a trade mark enhancement & positive economic value added.
 Suppliers as an opportunity to make reasonable profi ts when creati ng
real value added in an environment of system-wide teamwork, flexible business
system & continuous improvement.
 CCI Associates as superior career opportunity.
 Indian society in the form of a contribution to economic and socio development.

VISION

 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 desire and needs.
 Partners: Nurture a winning network of customers and suppliers.

12
  Planet: Be a responsible citizen that makes a difference by helping build and
support sustainable communities.

COMPETITOR ANALYSIS

Indian soft drinks market is predominantly controlled by two major multi nati onals
namely Coca- Cola and Pepsi, which have carefully sti fl ed out the local competi ti on
here in India. Penetrati ng tough Indian psychology and making their products feel
accepted was the t o u g h e s t   c h a l l e n g e   i n   f r o n t   o f   t h e m .
A   b r i e f   o v e r v i e w   o f   t h e   s o f t   d r i n k s   g i a n t   b i g g e s t competitor will help in
gaining a better insight of the soft drinks market in totality.

13
 CURRENT MARKET POSITION

There has been much controversy and debate on the market share standings
between the two companies in the Indian subconti nent and a substanti al and
a consolidated fi gure has  b e e n u n a v a i l a b l e f o r r e f e r e n c e . T h i s i s m a i n l y
b e c a u s e b o t h c o m p a n i e s h a d a p p r o a c h e d diff erent market research
companies for making a study about the market share standings. Pepsi Co
had approached IMRB while Coca- Cola had entrusted this responsibility on ORG.
According to the survey done by IMRB Pepsi’s market share was found to have
increased from 47% to 49% while according to the study conducted by ORG Coca- Cola’s
market share was claimed to be 59%.

14
 FACTORS AFFECTING BUSINESS

• Seasonality:
Seasonality is one of the most important factors that affect the soft drink business. Seasonality
is primarily influenced either by the weather, or by holidays and religious festivals. Within the
Group, soft drink business has different seasonal cycles throughout the year.
 
• Service frequency:
This is another factor that aff ects the business. Service frequency is the ti me gap
between visiti ng a parti cular outlet again. Service frequency directly affects the
rotation time which in turn affects the value of business.

• Demand pattern for the market:

Every product has a diff erent demand patt ern and affects the business.

•Price of the product:

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

•Disposable Income:
Disposable Income of the consumers also aff ects the business of  t h e
s o ft   d r i n k   p l a y e r s . A h i g h   d i s p o s a b l e   i n c o m e o f   t h e c o n s u m e r s   e n s u r e s
a   h i g h demand for the products in the market.

•Demographic Profile:
Demographic profile of consumer also affects the business and needs to be considered.

•Competitor’s Policy:
The policies of the competi tors also aff ect the working of the  business of other
companies.

•Government Policies:
T h e   g o v e r n m e n t   p o l i c i e s   r e l a t e d   t o   t a x a ti o n   o r   p o l i ti c a l interference
also affect the business of the players in the soft drink industry.

15
16
 PRODUCTS AND PACK SIZES

Coca-Cola

Coca-Cola is the world's favorite drink. It is the world's most valuable brand and
the most recognizable word across the world. Coca-

17
C o l a   h a s   a   t r u l y   r e m a r k a b l e   h e r i t a g e . From a humble beginning in 1886, it is
now the fl agship brand of the largest manufacturer, marketer and distributor of non-
alcoholic beverages in the world.

I n   I n d i a ,   C o c a - C o l a   w a s   t h e   l e a d i n g   s o ft
d r i n k   ti l l   1 9 7 7   w h e n   g o v t .   p o l i c i e s n e c e s s i t a t e d i t s   d e p a r t u r e .   C o c a -
C o l a   m a d e i t s   r e t u r n   t o   t h e   c o u n t r y i n   1 9 9 3 a n d   m a d e s i g n i fi c a n t
investments to ensure that the beverage is available to more and more
p e o p l e , even in the remote and inaccessible parts of the nation. Over the past ten years it
has captured the imaginati on of the nati on, building strong associati ons with cricket,
the thriving cinema industry, music etc. Coca-Cola has been very strongly associated with
cricket, sponsoring the World Cup in 1996 and various other tournaments, including
the Coca-Cola Cup in Sharjah in the late nineti es. Coca-Cola's adverti sing
campaigns Jo Chaho Ho Jaye and Life ho to Aisi were very popular and had entered the
youth's vocabulary. In 2002, Coca-Cola launched the campaign “Thanda Matlab Coca-Cola”
Which sky-rocketed the brand to make it India's favorite soft -drink brand. In 2003,
Coke was available for just Rs5 across the country and this pricing initi ati ve
together with improved distributi on ensured that all the brands in the  portfolio grew
leaps and bounds.

Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor,
cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past and today,
its brand ambassadors are Aamir Khan and Hrithik Roshan.

18
Thumps Up

T h u m p s U p i s a l e a d i n g c a r b o n a t e d s o ft d r i n k a n d m o s t t r u s t e d b r a n d i n
I n d i a . Originally introduced in 1977, Thumps Up  was acquired by the Coca-Cola
Company in 1993.T h u m s U p i s k n o w n f o r i t s s t r o n g , fi z z y t a s t e a n d i t s
c o n fi d e n t , m a t u r e a n d u n i q u e l y masculine attitude. This brand clearly seeks to
separate the men from the boys.

19
Fanta

Fanta, the 'orange' drink of the Coca-Cola Company, is seen as o n e o f t h e

favorite drinks since 1940's. Fanta entered the Indian market in the year
1993.Over the years Fanta has occupied a strong market place and is
i d e n ti fi e d a s " T h e F u n Catalyst".

It is perceived as a fun youth brand and stands for its vibrant color, tempti ng taste
and ti ngling bubbles that not just uplift s feelings but also helps free spirit thus
encouraging one to indulge in the moment. This positi ve imagery is associated with
happy, cheerful and special times with friends.

20
 
Lime n' lemoni Limca

It is the drink that can cast a tangy refreshing spell on anyone, anywhere. Born in
1971, Limca has been the original thirst choice, of millions of  consumers for over 3

21
decades. The brand has been displaying healthy volume growths year on year and
Limca conti nues to be the leading fl avor soft drink in the country.

The sharp fi zz and lemoni bite combined with the single minded positi oning of
the  b r a n d a s t h e u l ti m a t e r e f r e s h e r h a s c o n ti n u o u s l y s t r e n g t h e n e d t h e
b r a n d f r a n c h i s e . L i m c a energizes, refreshes and transforms. Dive into the zingy
refreshment of Limca and walk away a new person.

Sprite

S p r i t e i s r a n k e d a s t h e N o . 4 s o ft d r i n k & i s s o l d i n m o r e t h a n
1 9 0 countries. In India, Sprite was launched in year 1999 & today it has grown to
be one of the fastest growing soft drinks, leading the Clear lime category. Today
Sprite is perceived as a y o u t h i c o n . W i t h a s t r o n g a p p e a l t o t h e y o u t h , S p r i t e
h a s s t o o d f o r a s t r a i g h t f o r w a r d a n d honest atti tude. Its clear crisp refreshing
taste encourages the today's youth to trust their  instincts, influence them to be true to
who they are and to obey their thirst.

22
23
 
Maaza
 
Maaza was launched in 1976. It is a drink which offered the same real taste of fruit juices and
was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India
and it currently dominates the fruit drink market.

Over the years, brand Maaza has become synonymous with Mango. This has been the r e s u l t
of such successful campaigns like "Taaza Mango, Maaza Mango" and
" B o t a l m e i n Aam, Maaza hain Naam". Consumers regard Maaza as  wholesome,
natural, fun drink which delivers the real experience of fruit.

The current adverti sing of Maaza positi ons it as  an enabler of fun friendship
moments between moms and kids as moms trust the brand and the kids love its
taste. The campaign  b u i l d s o n t h e e x i s ti n g e q u i t y o f t h e b r a n d a n d d e l i v e r s
a r e l e v a n t e m o ti o n a l b e n e fi t t o t h e moms rightly captured in the tagline "Yaari Dosti
Taaza Maaza".

24
Kinley
 
Kinley water, a thirst quencher that refreshes, a life giving force that washes all the toxins away.
A ritual purifier that cleanses, purifies, transforms. Water, the most basic need of life, the very
sustenance of life, a celebration of life itself.

T h e i m p o r t a n c e o f w a t e r c a n n e v e r b e u n d e r s t a t e d . P a r ti c u l a r l y i n a
n a ti o n s u c h a s India where water governs the lives of the millions, be it  as part
of everyday rituals or as the monsoon which gives life to the sub-conti nent. Kinley
water understands the importance and value of this life giving force. Kinley water
thus promises water that is as pure as it is meant to be. Water you can trust to be truly
safe and pure.

Kinley water comes with the assurance of safety from the Coca-Cola Company. That
is why we introduced Kinley with reverse-osmosis along with the latest technology to ensure
the purity of our product. That's why we go through rigorous testi ng procedures at

25
each and every locati on where Kinley is produced. Because the company believes
that right to pure, safe drinking water is fundamental. It’s a universal need which cannot be
left to chance.

26
 MANUFACTURING PROCESSES

C o c a - C o l a a r e c o m m i tt e d t o m a n u f a c t u r e o u r p r o d u c t s w i t h u t m o s t c a r e
a n d w i t h quality at top priority which makes it the world leader in the soft drink industry.
Following is the overview of the stringent. Processes adopted in manufacturing before
our quality product reaches fi nally to our proud consumers.

 
WATER TREATMENT:

At HCCBPL Varanasi follow a batch treatment which includes coagulation & flocculation. The
method ensures disinfecti on and sett ling of all macro  impuriti es and thereaft er
it pass to sand, carbon fi lters to remove off odor, off color , off taste, and thus it
is strictly bought in line with the WHO requirements. We are also using state of art
–micron fi ltrati on process where the water is filtered up to the extent of 1 micron before it
is fed to the process.
This extensive treatment of water under strict monitoring and sampling for quality leads
to pure hygienic water with the highest quality meeting the Coca-Cola standards.

SYRUP PREPARATION:

27
Coca-Cola uses highest quality of sugar which is controlled and ensured by
its stringent pre-laid standards, which serves as the strict criteria before
acceptance of a lot. To ensure high quality of syrup, it is subjected to  hot
treatment wherein it is given a contact ti me with hyfl o and carbon at elevated
temperature. It is then passed through a  fi lter press which removes the carbon
parti cles and other impuriti es before it declared fi t for concentrate mixing. All
this  p r o c e s s t a k e s p l a c e u n d e r t h e s t r i c t v i g i l b y t h e q u a l i t y d e p a r t m e n t
w h i c h m a i n t a i n s t h e appropriate records of the numerous tests carried out in
the enti re process which makes it a foolproof process. In the ready syrup tank the
pre-decided quanti ty of concentrate is mixed to the simple syrup in very strict
hygienic conditi on to yield fi nal syrup. The enti re syrup manufacturing area is
maintained under a constant positi ve pressure which rules out the possibility of
any external particles entering into the process room.

CONTAINER WASHING:

C o n t a i n e r   h a s   b e e n   i d e n ti fi e d   a s   o n e   o f   t h e   m a j o r   c r i ti c a l   c o n t r o l  
p o i n t   i n   t h e   e n ti r e manufacturing process & that’s the reason that company
has laid some of the very stringent a n d f o o l p r o o f s y s t e m s w h i c h e n s u r e s
C o c a - C o l a p r o d u c t t o b e o f t h e h i g h e s t q u a l i t y a n d reflects our commitment
towards delivering the best in class product to the consumers.

The bott les received from the market are loaded on the conveyor by the uncasing
machine and the arrays of the unwashed bott les passes through the four pre-wash
inspecti ons stati ons w h i c h e n s u r e s r e m o v a l o f r u s t y n e c k b o tt l e s ,
e x c e s s i v e l y d i r t y b o tt l e s , b o tt l e s c a r r y i n g f o r e i g n m a tt e r , f o r e i g n b o tt l e s .
A n d t h u s t h e g o o d b o tt l e s p a s s i n t o t h e b o tt l e w a s h i n g machine which uses
intensive mechanical and chemical processes to clean and disinfect the  bott les
thoroughly and ensures the bott les to be ready for fi lling. However as an additi onal
s a f e t y , t h e r e i s a g a i n a p o s t w a s h i n s p e c ti o n s t a ti o n c o m p r i s i n g o f 4 s u b -
s t a ti o n s , w h i c h e n s u r e s r e m o v a l o f t h e c h i p n e c k e d b o tt l e s a n d s u s p e c t e d
b o tt l e s f r o m t h e l o t . T h u s t h e  bottles are subjected to series of stringent inspections
before it is fed to the filler for filling.

MIXING AND PROPORTIONING:

28
Proporti oning is basically a process where ready syrup is diluted in a
predetermined fi xed  p r o p o r ti o n w i t h w a t e r a n d c a r b o n a t e d c o n c e n t r a t e i n
t o b e v e r a g e c o n f o r m i n g s t r i c t l y t o company’s norms and specifications. It is carried
out by an Italian Machine-MOJONNIER.

FILLING AND CROWNING:

The chilled carbonated beverage fed by  the MOJONNIER is fi lled into the bott les
through a rotator machine named FILLER. The bott les are immediately crowned
by crowner (adjacent to the fi ller) and thereaft er bott les passes through the date
coding machine which enable the consumer to be 100 percent sure of consuming a
perfectly safe and fresh product.

 
FINAL INSPECTION:

Aft er date coding, there is once again a  fi nal inspecti on stati on where light
inspectors all low or high fi lled bott les and permit only the saleable product to
pass through for casing to the caser machine.

MANAGING THE WASTE WATER:

Producti on lines maintain the waste water from the bott le washers, Syrup and
Filler rooms. E n ti r e w a s t e w a t e r g e n e r a t e d i s t r e a t e d a t W a s t e W a t e r
T r e a t m e n t P l a n t a n d d i s c h a r g e d through an 800 meters long pipeline specially
laid to discharge the treated waste water away from inhabited areas. Part of this
water is being used for gardening purpose within the plant  premises.

29
MARKET AND CUSTOMERS:

Once the fi nished product is ready, it is transported to the distributi on centers and
then to r e t a i l o u t l e t s b y w a y o f r o u t e t r u c k s . T h e c o n s u m e r b u y s t h e s o ft
d r i n k f r o m t h e r e t a i l e r   outlets. The empty bott les are simultaneously collected
by the distributi on channels at the time of dispensing the finished products.

SUPPLIERS AND OTHER BUSINESS PARTNER:

Other than water and concentrate, bott ling operati on require sugar, CO2, bott les,
crates and other miscellaneous materials. The Coca-Cola India division has a
supplier
authorizati on  p r o g r a m   w h e r e   s u p p l i e r s   a r e   a u t h o r i z e d   b a s e d   o n   a   d e f
i n e d   c r i t e r i o n .   E n v i r o n m e n t a l considerations are amongst the critical of these
criterions.

 
EMPLOYEES, PLANTS AND MACHINERY:

The no. of total unit employees is approximately 113 & in summer season, which is
a peak season for sale of soft drinks, the plant works for three shift operation round the clock.

T h e o v e r a l l e d u c a ti o n l e v e l o f t h e e m p l o y e e s i s g o o d a n d t h e y
o b v i o u s l y h a v e a g o o d expertise in water treatment and purification processes.
Extensive in-house training programs are conducted to maintain the competency of the
manpower in respective areas. The plant and machinery consists of state of art bott ling
machinery and test equipment to get consistent q u a l i t y p r o d u c t a t t h e
o p ti m u m u s a g e o f r a w m a t e r i a l s . T h e p l a n t a l s o h a s a n e x t e n s i v e quality
test laboratory with equipment like spectrophotometer, density meter, micro lab etc. to
conduct on the spot tests at various stages of production.

30
A typical bott ling line will consist of UN caser- pre wash inspecti on stati on –
conveyers-bott le washer-post wash bott le inspecti on stati on—fi ller-fi nal
light inspecti on stati on-conveyor-and caser.

ADVERTISING

31
Adverti sing has played an important role in the success of products since fi rst
newspaper add i n 1 8 8 6 , w h i c h r e a d “ C o c a - C o l a D e l i c i o u s ! R e f r e s h i n g !
E x h i l a r a ti n g ! I n v i g o r a ti n g ! ” T h e c o m p a n y u s e s a d v e r ti s i n g t o t r i g g e r
d e s i r e a s o ft e n a n d i n a s m a n y w a y s a s p o s s i b l e . Throughout the years, slogans
or Coca-Cola have been memorable .Here are some highlights:

 2000-Coca-Cola Enjoy

 1993-Always Coca-Cola

 1990- Can’t Beat the Real Thing

 1989-Can’t Beat the Feeling

 1986-Red,White and You

 1982-Coke Is It

 1976-Coke Adds Life

 1971-I’d Like to Buy the World a Coke

 1969-It’s the Real Thing

 1963-Things Go Better With Coke

 1959-Be really Refresh

 1944-Global High Sign

 1942-It’s the Real Thing

 1936-It’s the Refreshing thing to do

 1929-The Pause That Refreshes.

32
33
 SWOT ANALYSIS

STRENGTH

A) Strong product line :

The company has got various fast moving products which are going great job in the
market. T h e s e s o ft d r i n k s n o t o n l y q u e n c h t h i r s t b u t a l s o r e f r e s h e v e r y o n e
it touches. One of the strong brands of the company is Thumps Up, which
s p e c i a l l y d o i n g w e l l i n t h e I n d i a n market. It has captured one of the major shares of
the soft drink market.

B.) Advertising:

Adverti sing plays a major in promoti ng sales of the product. The company has got
one of the best adverti sing strategies. Appointi ng fi lm actors, as the brand
ambassadors, makes a great i m p a c t o n t h e m i n d o f t h e c u s t o m e r s . T h e
c o m p a n y s h o u l d t r y t o l a u n c h m o r e a n d m o r e advertising and sales campaigns to
promote sales to the maximum

WEAKNESS

A.) Distribution
network :

T h e c o m p a n y h a s g o t a n a v e r a g e d i s t r i b u ti o n n e t w o r k t h i s i s o n e o f t h e
r e a s o n w h y t h e company fails to fulfi ll the demand of the customer at ti me of
peak seasons. It must go for some more bott ling plants and should opt  for bett er
distributi on channels to increase the sales in the best possible manner.

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 B.) Pricing strategy :

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

OPPORTUNITIES

A.) Large
Market :

As India is said to be one of the biggest market in the world, thus the company
survive for long and can expands to its length and width. Sti ll there are thousands
of villages which have n o t b e e n c o v e r e d b y s o ft d r i n k c o m p a n i e s . I f t h e
c o m p a n y t a r g e t s t h e r u r a l m a r k e t i t c a n easily make large profi ts and thus can
also sati sfy its aim to benefi t and refresh the whole nati on.

B.) Launch of other brands :

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

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THREATS

A)Competitors :

O n e o f t h e s t r o n g c o m p e ti t o r s o f t h e c o m p a n y i s P e p s i C o . t h u s i t h a s t o
formulate such strategies which make it to remain one step ahead and
g i v e a s t r o n g c o m p e ti ti o n t o t h e competitors.

B)Govt. Policies :

The policies of the government also play a major role for the company. The company
cannot  p e r f o r m w e l l o r i n i t s o w n w a y b y v i o l a ti n g t h e r u l e s o f t h e
government. Thus if the government formulates some policies
w h i c h c r e a t e s   h i n d r a n c e s   i n   t h e   w o r k i n g   o f   t h e company it will prove to
be one of the major threats.

Coca-Cola survey report.

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 CONCLUSION

Though there were certain limitations in the study that was conducted. The sample allowed for
some conclusions to be drawn on the basis of analysis that was done on the data collected.

The data has clearly indicated that the Coca-Cola products are more popular than the products
of Pepsi mainly because of its TASTE, BRAND NAME, INNOVATIVENESS and AVAILABILITY, thus
it should focus on good taste so that it can capture the major part of the market. The study also
indicated that the consumers are satisfied with the Coca-Cola products and purchase them
without any specific occasions.

In today’s scenario, customer is the king because he has got various choices around him. If you
are not capable of providing him the desired result he will definitely switch over to the other
provider. Therefore, to survive in this cutthroat competition, you need to be the best.
Consumer is no more loyal in today’s scenario, so you need to be always on your toes.

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 BIBLIOGRAPHY

www.google.com
www.investopedia.com
www.thecoca-colacompany.com
www.coca-colaindia.com
www.scribd.com

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