EXECUTIVE SUMMARY

"Acceptance of New challenge makes the path for future success"

Today companies must urgently and critically rethink their business mission and marketing
strategies. Instead of operating in a market place of fixed and known competition and stable
customer preferences, today companies work in war zone of rapidly changing
customer/competitor technological advance, new law, managed trade policies and
diminishing customer loyalty.

Company considers the fact that today customer face a plenitude of product every category.
Consider that customer exhibit varying and diverse requirement for product service
combination and prices.

In the face of their vast choices, customer will gravitate to the offering that best meet their
individual needs and expectation.

Therefore it is not surprising that today's winning companies are those who succeed best in
satisfying indeed delighting, their target customer.

They will not last long. These companies are market. They will not last long. These
companies are market focused and customer driven . They pay extreme attention to quality
and service to meeting and even exceeding customer expectation.
 CHAPTER 1.
INTRODUCTION
 INTRODUCTION
MARKETING

Marketing is the process of communicating the value of a product or service to customer for
the purpose of selling that product or service.
MARKETING MIX

The marketing mix is a business tool used m marketing and by marketers. The marketing
mix is Often crucial when determining a product or brand's other. and is often
associated with the four P's i.e., price, product, promotion and place.

However, the four P's are expanded to the Seven P's to address the different nature of
services
In 2012, a new four P's theory was introduced with people, processes.
programs and performance.

PRODUCT

Products are the goods and services that your business provides for sale to your
target market. When developing a product you should consider quality, design,
features, packaging. customer service and any subsequent after-sale service.

PLACE
Place is in regards to distribution, location and methods of getting to the customer.
This include, the location of your business, shop-front, distributors, logistics and
the potential use of. Internet to sell products directly to consumers.

PRICE
Price concerns the amount of money that customers must pay in order to purchase
your products. There are number of considerations in relation to price including
price setting, discounting, credit and cash purchases as well as credit collection.

PROMOTION

Promotion refers to the act of communicating the benefits and values of product to
consumers. It then involves persuading general consumers to become customers of
sour business using methods such as advertising, direct marketing, personal selling
and sales promotion.
THE FMCG INDUSTRY IN INDIA

Fast Moving Consumer Goods (FMCG), also known as Consumer Packaged Goods (CPG) are products that have a quick turnover and

relatively low cost. Consumers generally put less thought into the purchase of FMCG than they do for other products.

The Indian FMCG industry witnessed significant changes through the 1990s. Many players had been facing severe problems on

account of increased competition from small and regional players and from slow growth across its various product categories. As a

result, most of the companies were forced to revamp their product, marketing, distribution and customer service strategies to

strengthen their position in the market.

Unlike other economy sectors, FMCG share float in a steady manner irrespective of global market dip, because they generally satisfy

rather fundamental, as opposed to luxurious needs. The FMCG sector, which is growing at the rate of 9% is the fourth largest sector

in the Indian

Economy and is worth Rs.93000 crores. The main contributor, making up 32% of the sector, is the South Indian region. It is predicted

that in the year 2013, the FMCG sector will be worth Rs.143000 crores. The sector being one of the biggest sectors of the Indian

Economy provides up to 4 million jobs.

The FMCG sector consists of the following categories:

• Personal Care - Oral care, Hair care, Wash (Soaps), Cosmetics and Toiletries,

Deodorants and Perfumes, Paper products (Tissues, Diapers, Sanitary products) and Shoe
• Segmentation based on the amount of consumption i.e. high levels of consumption
and
low levels of consumption.
If the behavioral patterns of consumers in India are closely noticed, it could he
observed that consumers perceive beverages in two different ways i.e. beverages are
a luxury and that beverages have to be consumed occasionally. These two perceptions
are the biggest challenge,
faced by the beverage industry. In order to leverage the beverage industry, it is
important to address this issue so as to encourage regular consumption as well as and
to make the industry more affordable. Three strong strategic elements to increase
consumption of the products of the beverage industry in India are:
• The quality and the consistency of beverages needs to be enhanced so that
consumer, ar_
satisfied and they enjoy consuming beverages.

• The credibility and trust needs to be built so that there is a very strong and atc

that the consumers have while consuming the beverages.

 CHAPTER 2.
REVIEW OF LITERATURE
Literature Review

Coca Cola is currently the largest beverage company in the world having the widest spread of consumers, over 200
countries with nearly two billion servings per day. This huge network incorporates nearly one hundred and forty
thousand company associates to distribute this huge amount of drink. It is important to note that we are not talking
about one particular drink, for example Coca Cola or Diet Coca Cola but a whole range of beverages. In fact the Coca
Cola Company has developed bought and conglomerated more than three thousand five hundred different drinks and
has successfully or otherwise marketed and positioned these drinks in the global market. (The Coca Cola Company,
2011a)

Having such a huge portfolio of products and ranging such a different spectrum of customers, cultures and mind sets
needs a very specific and energetic marketing approach both as a global marketing strategy, narrowing down to a
more focused cultural approach to specific country particular marketing strategies. A strategy that works in one
country could be irrelevant to another. The first paper to be discussed is one which was published in 2005 in the
‘Thunderbird International Business Review’ called ‘Coca Cola’s Marketing Challenges in Brazil: The Tubainas War’. In
this paper, the author discusses the marketing challenges of the Coca Cola company as it combats its competitors,
both its nemesis Pepsi but also hundreds of local brands (called tubainas), some which are supported by the
government through specific tax incentives, thus effectively effecting the price. Brazil is clearly an important
strategic country since it corresponds to Coca Cola third largest operation while having a significantly low
consumption rate of only 144 bottles per day when compared with the bench mark of the US with 462 bottles per
year. To try and grow in the emergent market, Coca Cola employed many different marketing strategies, from
lowering the price of its products in 1999 (from R$1.80 to R$1.25) to expand the number of brands in the market.
They also expanded on the particular type of drink that was more in line with the taste of the Brazilian population. In
fact focus was given to Kuat, a particular drink flavoured with Guarana, a Brazilian popular Amazonian fruit. In fact
the Brazilian subsidiary planted 200 hectares of this fruit to try and win back the Brazilian market. Eventually the
‘winning strategy’ was a mix of price positioning, changing the bottling technology (from plastic going back to glass).
To judge the effectiveness of the strategy that Coca Cola employed in Brazil, it is relevant to see the current
consumption of the drinks under the Coca Cola umbrella. According to Coca Cola’s own figures, last year’s
consumption for Brazil was 229 per capita, an increase from the 144 of 2005. This amounts to nearly 60% growth in
five years, a mammoth growth in such a small time period. Clearly more work could be done to reach the
consumption of other high consumers that hit the 675 per capita. It is interesting to note that in Malta, the Coca Cola
consumption is the second highest in the world with a staggering 606 bottles per capita ! (The Coca Cola Company,
2011d)

Continuing on the marketing aspect but now going over to the European side of the globe, more specifically to Spain,
one can appreciate the different marketing techniques employed to enter into the Spanish market. In the paper
‘Brand communities on the internet – A Case Study of Coca-Cola’s Spanish virtual community’, the authors Maria
Sicilia and Mariola Palazon discussed the ‘technological’ approach the Coca Cola took to penetrate this market. The
innovative approach was the use of virtual communities as an alternative strategy. The paper first deals with what
are virtual communities and how they function. The data that the authors collected was from the period September
2006 to July 2007. The paper is offers a very interesting exposition of this virtual reality, social networking concept
when seeing the growth from 2000 to 2010, the Spanish consumption grow from 251 to 284, a growth of 13%
whereby the overall European market grow by 20% and the Worldwide market grow by 33% ! (The Coca Cola
Company, 2011e)

The third paper discussed in this literature review deals with the strategic positioning of Coca Cola in their Global
Marketing Operation. This means that now we are going to zoom out from the individual country and go to the less
specific. The paper written in 2003 by Demetris Vrontis and Iain Sharp is titled ‘The Strategic Positioning of Coca-
Cola in their Global Marketing Operation’ and was published in the Marketing Review journal. This paper examines
how Coca-Colas has strategically positioned itself within the world’s softdrink marketing. The paper focusing at the
models that Coca Cola has utilized for such a ‘global take over’. This paper explains that the Coca-Cola Company has
adopted both a Differentiation and a Cost Leadership Strategy. The use of a differentiation strategy is where the firm
attempts to be diverse from its competitors by adding something to its product that will provide a unique value to its
customers. There are also various ways a firm can differentiate depending on the industry it is in, however the costs
of this differentiation policy must be lower than the additional pricing the firm can obtain.

Differentiation for Coca-Cola is achieved through perceived superior quality product, which surpasses their nearest
rivals, and high brand image and recognition. The company has also used their promotion and packaging as a means
of further differentiation, for example, the Coca-Cola bottle, which has become an internationally recognised symbol.
(Vrontis and Sharp, 2003) These are basically the two overall methods that Coca Cola employees for its strategic
management and direction. With these measures, Coca Cola managed to diverse from its competitors and create a
product which provided a unique value to its customer. The products generated were well incorporated into a
comprehensive product portfolio which enabled world penetration and the ability to hold on to this huge market
share. It is clear that to manage a corporation this big, involves challenges in Human Resource management which
are not to be disregarded. Specifically in this line of literature, the next paper will discuss aspects of Human
Resource management specifically with respect to mentoring and coaching. The paper is called ‘Case Study:
Mentoring and Coaching as part of a human resource development strategy: an example at Coca-Cola Foods’.

This paper, written by David J Veale and Jeffrey M Wachtel, published in the Management Development Review in
1996 highlights the three approaches that Coca Cola took to this aspect of training. These three approaches include
the need to strengthen the link between their business strategy and development focus, the need to involve
leadership of the organisation in all aspects of development and to use of a variety of development tools to match
personal and organisational needs better. The three approaches were employed to reach the first of the companies’
vision:

‘People: Be a great place to work where people are inspired to be the best they can be’. (The Coca Cola Company,
2011f)

This paper explains that Coca Cola manages to use both coaching and mentoring methods concurrently for the
benefit of its employees. Coaching is a relationship activity designed to increase performance of the particular
company. Coaching is a more informal method and occurs between the employee and his or her employer. Mentoring
is more formal. It is based on a one-to-one relationship with someone who normally is not in the same department or
area. A mentor can or normally uses all of the coaching types, but the purpose of mentoring is much broader. Coca
Cola believes that both mentoring and coaching have their own important role in the HR development effort. Coca
Cola ascertains that people (staff) development is a main key to ensure building competitive advantage and to create
as high a performing organisation as possible. (Vaele and Wachtel, 1996)

The final paper that will be discussed in this short literature review leaves the previous studies and focuses on the
way Coca Cola ‘manages’ crisis. he Asian financial crisis was a period of financial crisis that gripped much of Asia
beginning in July 1997, and raised fears of a worldwide economic meltdown due to financial contagion.

In 1997, the financial outcome of the Asian Crisis began to be felt in most Asian countries, but clearly not felt equally
in all. Countries such as Indonesia, South Korea, Thailand and Malaysia were very badly damaged in this crisis. On
the other hand other countries like Singapore, Vietnam, the Philippines, Taiwan, Burma and China were not crushed
even though they felt the financial hit of the crisis. (Pempel, 1999)

The Coca Cola factory in Indonesia saw a plunge in their sales of 30% just after this Asian crisis but it managed to
survive by employing very specific actions which might have been seen as unrealistic or unreasonable at that point
in time. In their paper ‘Strategic Lessons from the Asian Crisis’, Singh and Yip explain the main actions taken by
Coca Cola Indonesia. The companies first response was a price increase (to increase profitability), then a change in
the mix of packaging (from high cost aluminium to a lower cost glass), to reduce manufacturing cost and increase
further more the profitability. Finally, having assured itself of a certain amount of cash (following the above actions),
Coca Cola Indonesia focused on asset buying. In fact Coca Cola was one of the very first companies to buy assets
immediately after the Asian Crisis. Coca Cola raised its investment in its Thai bottling plant from 5 per cent to 49 per
cent, acquiring its South Korean and Philippines bottling plants and expanded operations in India, Vietnam and other
countries. (Singh and Yip, 2000)

Basically Coca Cola show its ability of turnaround from crisis to potential growth. This was after all in line with the
mission and vision of this massively huge international colossal which again managed to find solutions in adverse
situations which could easily have damaged or even broke down the Asian side of this company. (Singh and Yip,
2000)
 COMPANY PROFILE

Keeping in view of tapping the Indian soft drink market and also developing soft drinks as a drinking product among
Indians. The Coca-Cola in India has setup an independent organizations which is H.C.0 & B.C.0 with a capital of 350
U.S.$ each by virtue of sellout decision of the passed managing director Sh. S. C. Aggarwal.

Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of this plant, land, machinery, &
intellectuals on February 14' 1998 and since then H.C.C, looking after all its affairs under company owned bottling
plant to establish integrated marketing system in the area.

In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This plant has more
sophisticated equipments, then the plant at Najibabad.

Various national & multinational firms are engaged in soft drink market due to increase in its demand day by day. As
far as INDIA soft drink market is concerned there are major company's

engaged having a big completion to capture the soft drink market are namely
Coca-Cola & Pepsi. While Campa Cola & many local cola's still notice in the Indian
market.
Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the
American soft drink industry, Pepsi cola was a drink less to manufactures & with a
less satisfactory taste then Coke. Where as Coca-Cola major selling point was
more drink for the same price and Pepsi emphasized on advertising.

During World War II Pepsi & Coke both enjoyed increased sale. After the war
Pepsi sale was started to fall relatively to Coke, resulting the Coca-Cola had
starting to click the market share. A number of factory contributed to Pepsi
problem were poor image, poor taskforce. poor quality control etc.
At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great
reputation for merchandising. He and his staff recognized that the main hope lay
transforming Pepsi from a cheap imitator of Coke into a class on soft drink
manufacturer.

By 1955 all Pepsi's major weakness had been overcome, resulting sales had
climbed substantially. These actions from 1955 to 1960 led to a considerable
sales growth for Pepsi.

In India another company engaged in soft drink market is Coca-Cola. It is one of

the most wide
kown, accepted and admired trademarks of the world. Coca-Cola was their in
India till 1997
When the Indian Government banned it due to strong resentment against
multinational company's Coca-Co la was re-launched again in India in
September 1993 at "HATHRAS- near Agra. The India people welcomed the
comeback of their most loved Cola in the country with enthusiasm and vigor.

Coca-Cola marked its re-launching with acquiring five Parley drinks viz. "Thumps
Up, Gold spot, Lima, Citra, Maaza , Soda.
Soft drink industry is one of the fastest growing industries in India

The basic idea behind the rapid growth of this industry is due to following reasons:

1. The great corporate war between Coke & Pepsi, who left no stone unturned.
for

monopolizing the India Soft Drink market.

2. The basic ideology of these two giants is to promote soft drinks as a food
item in India

hold.

3. The long hot summers in India have increased the consumption of soft
drinks.
 Coca-Cola

BEST KNOWN DRINK IN THE WORLD In India, Coca-Cola was the leading soft-drink till 1977 when
the government policies necessitated its departure. Coca-Cola made its return to the country in 1993
and made significant investments to ensure that the beverage is available to more and more people,
even in the remote and inaccessible parts of the nation.
INGREDIENTS:
CARBONATED WATER, SUGAR, ACIDITY REGULATOR (338), CAFFEINE. CONTAINS PERMITTED
NATURAL COLOUR (150d) AND ADDED FLAVOURS (NATURAL FLAVOURING SUBSTANCES).
 FANTA

FANTA THE 'ORANGE' DRINK Fanta entered the Indian market in the year 1993. Perceived as a
fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just
uplifts feelings but also helps free the spirit thus encouraging one to indulge in the moment.

INGREDIENTS:
CARBONATED WATER, SUGAR, ACIDITY REGULATOR (330), STABILIZERS (414, 445),
PRESERVATIVE (221). CONTAINS PERMITTED SYNTHETIC FOOD COLOUR (110) AND ADDED
FLAVOURS (NATURAL & NATURE- IDENTICAL FLAVOURING SUBSTANCES).
 LIMCA

LIMCA'S FRESHNESS IS LIKE NO OTHER- 'LIME N LEMONI' Born in 1971, Limca has remained
unchallenged as the No.1 sparkling drink in the cloudy lemon segment. The success formula is the
sharp fizz and lemoni bite combined with the single-minded proposition of the brand as the provider
of "Freshness." 

INGREDIENTS:

CARBONATED WATER, SUGAR, ACIDITY REGULATORS (330, 331), STABILIZERS (414, 471),
PRESERVATIVE (221). CONTAINS ADDED FLAVOURS (NATURAL & NATURE- IDENTICAL FLAVOURING
SUBSTANCES (LEMON FLAVOUR)).

MAZZA
MAAZA THE WHOLESOME FAMILY FUN. Introduced in 1970s, Maaza has today come to symbolise the
very spirit of mangoes. Universally loved for its taste, color, thickness and wholesome properties, Maaza is the
mango lover's first choice.

INGREDIENTS:

WATER, MANGO PULP (19.5%), SUGAR, ACIDITY REGULATOR (330), ANTIOXIDANT(300) AND
PRESERVATIVE (202). CONTAINS PERMITTED SYNTHETIC FOOD COLOUR (110) AND ADDED MANG
FLAVOURS (NATURAL, NATURE-IDENTICAL AND ARITIFICIAL FLAVOURING SUBSTANCES). CONTAINS
FRUIT
 Sprite

SPRITE A 'CLEAR LIME' DRINK Since its launch is 1999, Sprite has not only established itself as a brand which successfully boasts it's 'cut-thru' perspective with an

authentic, edgy, irreverent, urban and straight forward style, but has also achieved status of an undisputed youth 'badge' brand. Today Sprite is one of the top two

sparkling soft drinks in the country. 

INGREDIENTS:

CARBONATED WATER, SUGAR, ACIDITY REGULATORS (338,331), PRESERVATIVE (221). CONTAINS ADDED FLAVOURS (NATURAL FLAVOURING

SUBSTANCES).

THUMPS UP

Thums Up is a brand of cola in India. The logo is a red thumbs up. It was introduced in 1977 to offset the withdrawal of The Coca-Cola
Company from India. The brand was later bought by Coca-Cola who re-launched it in order to compete against Pepsi.

As of February 2012, Thums Up was the leader in the cola segment in India, commanding approximately 42% market share and an overall 15%
market share in the Indian aerated waters market.
COCA-COLA'S: CREATIVITY IN ADVERTISIMENT

COCA-COLA:
"Thanda Matlab Coca-Cola"
This ad is creative in the sense that, while enjoying they can use the word "Coca-Cola" in
the place of "Thanda". The word thanda has been made to be synonymous to Coca-Cola.
The Ad is made to target the common people who wish to quench their thirst by just
asking for any brand instead of Coca-Cola. While doing such they may extend their taste,
behavior $preference towards Coca-Cola. The main theme of this slogan is to make the
brand common for every person and at every time.

THUMPS UP:
"Taste the thunder"
This advertisement is also creative. The slogan itself refers the thundering idea. It challenges
the teenagers for the taste. It is well known the today's youth want to do something
extraordinary. They want to show themselves superior. So company is exploiting the
mentality of today's
youth that the product is for them who want to accept the challenges.

SPRITE:
"Dekhave pe na jao apni akal lagao"
The creative advertisement refers that don't go on exposure. Try to go on rationality. It
made for those people who want to do their work by their own opinion and taste.
Now a days everything is full of exposure that is made to attract the people and such
type of products always give the dissatisfaction among the people. Therefore the
world's biggest soft drink company has made a product for the man who doesn't try to
go on exposure and who always believe in rationality i.e. sprite.

LIMCA:
••Just! Take it Easy"
It is well known that lemon in used to overcome the stress as well as it helps in digesting. Regarding this
truth Coca-Cola made its product Limca, to follow the principle of lemon. To refers that if someone is in the
depth of stress and strain and he want to refresh himself. he must go on lemon flavor, Limca is the hest.

BRAND IN INDIAN ORIGIN

GOLD SPOT: this orange carbonate soft drink was introduced in the early
1950c, and acquired by the coca-cola company in 1993, its tangy taste has been
popular with Indian teenagers
LIMCA: It is thirst-quenching beverage features a fresh and light lemon-lime
taste and lighthearted attitude. The limca brand was introduced in 1971 and
acquired by the coca-cola company in 1993

MAAZA: Maaza, launched in 1984 and acquired by the coca-cola company in

1993, is a non carbonated mango soft drink with a rich, juice & natural mango
taste.

THUMPS UP: in 1993, the coca-cola company acquired this brand, which was
originally introduced in 1977. Its strong and fizzy taste makes it unique
carbonated Indian cola.

BRANDS IN INDIA
Slogans for Coca-Cola From 1942 to 2006
1942 - The Only Thing Like Coca-Cola is Coca-Cola Itself
1948 - Where There's Coke There's Hospitality
1949 - Along the Highway to Anywhere
1952 - What You Want is a Coke
1956 - Coca-Cola... Makes Good Things Taste Better
1957 - Sign of Good Taste
1958 - The Cold, Crisp Taste of Coke
1959 - Be Really Refreshed
1963 - Things Go Better with Coke
1969 - It's the Real Thing
1971 - I'd Like to Buy the World a Coke (part of the "It's the Real
Thing" campaign)
1975 - Look Up America
1976 - Coke Adds Life
1979 - Have a Coke and a Smile
1982 - Coke Is It!
1985 - We've Got a Taste for You (for both Coca-Cola & Coca-
Cola classic)
1985 - America's Real Choice (for both Coca-Cola & Coca-
Cola classic)
1986 - Red, White & You (for Coca-Cola classic)
1986 - Catch the Wave (for Coca-Cola)
1987 - When Coca-Cola is a Part of Your Life, You Can't Beat the
Feeling
1988 - You Can't Beat the Feeling
1989 - Official Soft Drink of Summer
1990 - You Can't Beat the Real Thing
1993 - Always Coca-Cola
2000 - Coca-Cola. Enjoy
2001 - Life Tastes Good
2003 - Coca-Cola... Real
2005 - Make It Real
2006 - The Coke Side of Life
2009 - Open Happiness

INDIA
 "Always the Real Thing!"
 "ठं डा मतलब Coca-Cola!" (Thanda matalaba Coca-Cola!) ("Cold means
Coca-Cola!")[4]
 "पीओ सर उठा के " (Pī'ō sar uṭhā kē) ("Drink with pride")
 "जो चाहो हो जाये , कोका-कोला enjoy!" (Jo Chaho ho jaye, Coca-Cola
enjoy!) ("Whatever you wish will come true, enjoy Coca-Cola!")
 "Open Happines"
 Coke khule toh baat chale
 "Taste The Feeling"
 "Har Rishta Bola, Mere Naam Ki Coca-Cola"
 "Say it with Coke"

Stage of Advertisment
In india
The 1906 slogan, "The Great National Temperance Beverage," reflects a time when the
society in the United States was veering away from alcoholic beverages, and Coca-
Cola provided a nice alternative.

Other slogans have concerned our sales figures, such as "Three Million a Day" from 1917 or
"Six Million a Day" from 1925. In terms of drinks a day, that's a vast difference from the one
billion a day mark The Coca-Cola Company passed in 1997.

Some slogans for Coca-Cola have concentrated on the quality of the product, its refreshing
taste, or even its role in entertaining, as in 1948's "Where There's Coke There's Hospitality."

In 1985, the introduction of a new taste of Coca-Cola (commonly called new Coke® ) and the
reintroduction of Coca-Cola classic and the original formula led to multiple slogans. 1985
featured "America's Real Choice," while by 1986, two slogans were used to differentiate the
brands, with "Red, White & You" for Coca-Cola classic and "Catch the Wave" for Coca-Cola.

Some advertisements themselves rise to the level of memorable slogans. The 1971 "Hilltop"
ad featured a song with the words "I'd Like to Buy the World a Coke." Although that wasn't
an actual slogan (the ad in fact was part of the "It's the Real Thing" campaign), the ad and
song lyrics are still so well known today that the lyrics are considered a slogan to many.

In January 2003, latest slogan for Coca-Cola was introduced -- "Coca-Cola... Real." The

campaign (and slogan in turn) reflects genuine, authentic moments in life and the natural
role Coca-Cola plays in them.
 Marketing mix of Coca Cola

Product in the Marketing mix of Coca cola

The company has the widest portfolio in beverage industry comprising of 3300
products. Beverages are divided into diet category, 100% fruit juices, fruit drinks,
water, energy drinks, tea and coffee etc.  As per Nielson’s data, Coca cola is the
No.1 brand in sparkling beverages, juice, and retail packaged water in 2010.
Coca cola has its market presence around 200 countries. Coca cola brands in
India are Fanta, Maaza, Limca, sprite, Thums up, Minute Maid, Nimbu fresh,
Nested iced tea etc.

Price  in the Marketing mix of Coca cola

Due to the availability of wide range products, the pricing is done according to the
market and geographic segment. Each sub-brand of coca cola has
different pricing strategy. Their pricing strategy is based on the competitors
pricing, Pepsi is the direct competitor to coke. Beverage market is said to be a
oligopoly market (few sellers and large buyers), hence they form into cartel
contract to ensure a mutual balance in pricing between the sellers.

Place  in the Marketing mix of Coca cola

Coca cola is the world’s most favorite brand and is available all over the world.
The distribution system of coca cola follows the FMCG distribution pattern. The
effective distribution network of coke has almost eroded the small and middle
level players in the market. In India they have captured even the rural market by
extensive distribution and have eroded the market share of Bovonto, Kalimark
etc.

Promotions in the Marketing mix of Coca cola

Coca cola adopts various advertising and promotional strategies to create
an increased demand in the market by associating with life style and behaviour
and mainly targeting value based advertising. You are more likely to see a coke
ad individualised for a particular festival or in with a general positive message.

Coca cola uses CSR as its marketing tool to gain emotional benefits in
consumers mind. The current promotions through CSR include “Support my
school” campaign with NDTV. It has many brand ambassadors like Shahrukh
khan, Hrithik Roshan, South Indian Actor Vijay and Trisha, Ghambir, Aamir
khan etc and has signed contract recently with Imran khan.
 COCA COLA IN INDIA

When did Coca-Cola first arrive in the India?

In 1950, Coca-Cola marked it entry in India with the opening of the

first bottling plant by Pure Drinks, Ltd, in New Delhi. The company
exited the country in 1977, due to the implementation of India’s
Foreign Exchange Act. Towards the end of 1992, Coca-ola returned
to India after the opening up of the Indian economy to foreign
investments in 1991.

On October 24th, 1993, The Coca-Cola Company formally began its

operations in India with the opening of a production facility outside
of Agra.

1.Which drinks did Coca-Cola India acquire from Parle Bisleri?

In 1993, Coca-Cola acquired brands like Thums Up, Limca, Gold

Spot and Maaza from Parle Bisleri.

2. When did the company launch Sprite in India?

In 1999, Coca-Cola India launched Sprite in the country along with

Schweppes. Since its inception is 1999, Sprite has not only
established itself as a brand which successfully boasts it's 'cut-thru'
perspective with an authentic, edgy, irreverent, urban and
straightforward style, but has also achieved status of an undisputed
youth 'badge' brand.

Today, Sprite is the one of the most preferred and fastest-growing

soft drinks in India and has become one of the top two leading
sparkling brands in the country along with Thums Up.

3. Where is the secret formula for Coca-Cola kept?

The Vault of the Secret Formula at the World of Coca-Cola in the

United States.
The secret formula of Coca-Cola has been on an eventful journey
over the years:

1886 – Dr. John S. Pemberton invents Coca-Cola in Atlanta.

1892 – Asa Candler buys the rights to the Coca-Cola business and

the secret formula.

1919 – Ernest Woodruff and a group of investors buy the company

from Candler, using the secret formula as collateral for a loan.
Woodruff asks Candler's son to write the formula down and places
the paper in a vault in the Guaranty Bank in New York.

1925 – Woodruff repays his loan and redeems the secret formula,
bringing it back home to Atlanta and placing it in Trust Company
Bank.

2011 – After 86 years, the secret formula is moved to the World

of Coca-Cola in Atlanta. Thousands of people visit the Vault of the
Secret Formula every year.

Did you know? Only a few people in the world know the secret
formula of Coca-Cola.

4. Who designed the Coca-Cola Contour Bottle?

The Root Glass Company of Indiana. They created the iconic glass
Coca-Cola Contour Bottle in 1915. The Contour Bottle was designed
to help Coca-Cola stand out from other drinks at the time, and the
design brief was to ensure that the bottle was recognisable even in
the dark, or if it was broken.
 

Did you know? In 1977 the Coca-Cola Contour Bottle received a rare
distinction for packaging when it was granted registration as a
trademark by the United States Patent Office.

5. When was the white swirl added to the Coca-Cola logo?

1969. The white swirl or wave – which we call the Dynamic Ribbon -

was part of a graphic re-design in the late sixties. The logo design
for Coca-Cola in the 1970s was based on a bold, dramatic curve,
reflecting the unique shape of the Contour Bottle.

 
6. When was The Coca-Cola Company founded?

1892. While Coca-Cola was invented and first sold in 1888, the

secret formula and brand was bought in 1889 by Asa Griggs
Candler, who incorporated The Coca-Cola Company three years
later. On 5 September, 1919, a consortium of businessmen led by
Ernest Woodruff, Robert W. Woodruff's father, purchased
The Coca-Cola Company for $25 million and it went on the New
York stock market.
About Hindustan Coca-Cola Beverages Pvt
Limited
Hindustan Coca-Cola Beverages Pvt Ltd (HCCBPL) is the
largest bottling partner of The Coca-Cola Company in India
(www.coca-colaindia.com). It is part of The Coca-
Cola Company’s Bottling Investments Group (BIG) and
responsible for the manufacture, package, sale and
distribution of beverages under the trademarks of
The Coca-Cola Company.

HCCBPL has 24 bottling plants at strategic locations in

various states spread across India and covers approximately
70% of bottling operations for the Coca-Cola System in
India. HCCBPL has an extensive distribution system
spanning more than a million outlets operating with world
class execution standards. The focus of the system is to
develop strong consumer value while delivering preferred
choice of refreshment at an arm’s length of desire to the
consumer. For further information on the Company’s India
operations and its products
MAINFESTO FOR GROWTH

Our Mission
Our Roadmap 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 Roadmap 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 shareowners
while being mindful of our overall responsibilities.
  Productivity: Be a highly effective, lean and fast-
moving organization.

Our Winning Culture

Our Winning Culture defines the attitudes and behaviors
that will be required of us to make our 2020 Vision a reality.

Live Our Values

Our values serve as a compass for our actions and describe
how we behave in the world.

 Leadership: The courage to shape a better future

 Collaboration: Leverage collective genius
 Integrity: Be real
 Accountability: If it is to be, it's up to me
 Passion: Committed in heart and mind
 Diversity: As inclusive as our brands
 Quality: What we do, we do well

Focus on the Market

 Focus on needs of our consumers, customers and
franchise partners
 Get out into the market and listen, observe and learn
 Possess a world view
 Focus on execution in the marketplace every day
 Be insatiably curious
Work Smart
 Act with urgency
 Remain responsive to change
 Have the courage to change course when needed
 Remain constructively discontent
 Work efficiently

Act Like Owners

 Be accountable for our actions and inactions
 Steward system assets and focus on building value
 Reward our people for taking risks and finding better
ways to solve problems
 Learn from our outcomes -- what worked and what
didn’t

Be the Brand
 Inspire creativity, passion, optimism and fun
MANUFACTURING UNIT OF HCCBPL
The manufacturing unit of HCCBPL, situated at Bidadi, is the third largest
plant and one of the bottling operations owned by the company. The
Plant has one PET line which has the capacity of yielding 209 bottles, per
minute, two R(5 (Returnable glass bottles) lines which yields 500 bottles per
minute each and one Juice line which yield 155 bottles per minute. It caters
to the whole of South Karnataka through a network of more than 80
distributors. There are three depots in Bangalore; North Depot, East Depot
and Mega Depot.

CHAIN FOLLOWED FROM MANUFACTURE TO DISTRIBUTION

THE COCA COLA PROMISE

COCA COLA GLOBALIZATION STRATEGIES

AFFORDABILITY: A KEY ISSUE IN INDIA

Affordability is the primary reason behind the low penetration of CSDs in India. They attract high
taxes, being treated as luxury goods by the Indian government. This makes them one of the most
expensive impulse foods for single serve consumption vis-a-vis others in the same category
like chocolates, biscuits, ice-creams and wafers, all of which have a much lower entry price point.
This makes CSDs unaffordable to a vast majority of Indian consumers, a country with per capita
income of
$300
This apart, CSD consumption is extremely seasonal, skewed to summer and mainly outside the
home. Since a large proportion of women are confined to home, soft drink penetration among
women is much lower. Also, India with long spells of scorching heat has problems with cooling
Oinknifer
frastructure. Fast moving consumer goods outlets in India, soft drink outlets make up less than
third,, many of whom don't own electrical cooling equipment.

1. WE FOCUSED ON DRIVING REVENUE AND

PROFIT GROWTH
Each of the 200-plus nations we serve plays a critical role in our growth
plans. 

We used segmented revenue growth strategies across our business in a

way that varied by market type. And we aligned our employee incentives
accordingly. In emerging markets, we focused primarily on increasing
volume, keeping our beverages affordable and strengthening the
foundation of our future success. In developing markets, we struck a
balance between volume and pricing. In developed markets, we relied
more on price/mix and improving profitability by offering more small
packages and more premium packages like glass and aluminum bottles.

Creating value for our Company and customers looks different in

different countries, and we did a good job segmenting our markets to
drive revenue growth in 2015. While we still have more to do, we were
encouraged by our results. Globally, price/mix rose 2 percent as did
volume, helping increase organic revenue 4 percent. We also gained
worldwide value share in our industry.

2. WE INVESTED IN OUR BRANDS AND BUSINESS

Healthy businesses require continuous investment. We made a choice to

invest in more and better marketing for our brands, increasing both the
quantity and quality of our advertising. We increased spending on media
advertising by more than $250 million, and we used these funds to share
stronger, more impactful ads.

At the same time, we invested across our expansive beverage portfolio.

We improved our position in the energy category with a strategic new
partnership with Monster Beverage Corporation. We invested in brands
like Suja, a line of premium organic, cold-pressed juices, and agreed to
buy China Green Culiangwang, a plant-based protein beverage brand.
We also expanded to nationwide the U.S. distribution of fairlife
ultra-filtered milk.

In 2015, we developed our first global marketing campaign to support

the entire Coca-Cola Trademark of Coke, Diet Coke, Coke Zero and
Coca-Cola Life. Launched in early 2016, “Taste the Feeling” emphasizes
the refreshment, taste, uplift and personal connections that are all part
of enjoying an ice-cold Coca-Cola. With this campaign and our broader
“one brand” strategy, we’re letting consumers know they can enjoy
Coca-Cola with calories, fewer calories or no calories and with or without
caffeine. The choice belongs to each individual, every time he or she
reaches for a delicious and refreshing Coca-Cola.

3. WE BECAME MORE EFFICIENT

As we took steps to rebuild our growth momentum, we knew we needed

to invest in more and better marketing while also increasing our
financial flexibility. To these ends, we increased our efficiency and
productivity while reducing costs.

Part of the solution was “zero-based work”—a way of looking at our

business that starts from the assumption that organizational budgets
start at zero and must be justified annually, not simply carried over at
levels established in the previous year. We also cut spending on
non-media marketing like in-store promotions. And we found new
savings in our supply chain around the world.

Overall, we were able to realize more than $600 million in productivity

improvement in 2015, which we used to invest further in our brands and
business and also to return to our shareowners.

For the future, we’re working to drive productivity and continuous

savings across our Company and system. We see productivity not as an
event or series of events but as an ongoing, day-by-day process of
becoming stronger, leaner and ultimately better.

4. WE SIMPLIFIED OUR COMPANY

Few industries have changed more rapidly in recent years than the
nonalcoholic beverage industry. Evolving consumer tastes and
preferences, coupled with sweeping innovations in the retail and supply
chain landscapes, have created an environment in which speed, precision
and empowered employees determine who wins in the marketplace. 
To seize this opportunity, we took steps to reshape our business. We
looked hard at our operating structure and identified areas where we
could be faster, smarter and more efficient. We removed a layer of
functional management and connected our regional business units
directly to headquarters. We streamlined a number of important internal
processes and removed roadblocks and barriers that inhibited us from
being as effective and responsive as we knew we could be.

Most importantly, we began to look at ways to enhance further the

employee experience across our Company with the goal of creating the
world’s most exciting, productive, fun and fulfilling career environment,
with workplaces that nourish curiosity, learning, innovation and growth.
While this journey has just begun, our associates have responded with
the resolve, commitment and passion that have been hallmarks of
Coca-Cola leadership since 1886.

5. WE REFOCUSED ON OUR CORE BUSINESS

MODEL

The Coca-Cola Company has always been a creator of refreshing

beverage brands. Today, our expansive portfolio includes more than 500
brands, including sparkling beverages, juices and juice drinks, coffee,
tea, sports drinks, water, value-added dairy, energy and enhanced
hydration drinks. Among these brands are 20 that generate more than a
billion dollars in annual retail sales.

Another core competency has been our ability to lead the world’s most
sophisticated system of independent bottling partners while creating
value for our retail and restaurant customers. Over the years, we’ve
acquired and managed a number of Coca-Cola bottling partners with the
aim of improving performance, optimizing manufacturing and
distribution systems, and ultimately refranchising the bottling territories
back to independent status.

In North America, we took aggressive steps in 2015 to accelerate the

refranchising of Company-owned bottling territories with the goal of
completely refranchising our North America bottling system by year-end
2017. We also announced a transaction to form a unified new bottling
partner in Western Europe and took action to improve our bottling
system in Southern and East Africa, Indonesia and China. By year-end
2017, we expect Company-owned bottlers to produce just 3 percent of
our global volume, down from 18 percent today.
 CHAPTER 4.
RESEARCH AND
METHODOLOGY

RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY

 The main objective of the project is to analyze and study in efficient way the current
position of Coca- Cola Company.
  The study was aimed to perform Market Analysis of Coca-Cola Company .


 To understand the reasons behind the purchase of Coca-Cola products.

RESEARCH DESIGN

A research design is the specification of methods and procedures for acquiring the needed information. It is overall operational pattern or
framework of the project that stipulates what information is to be collected from which source by what procedure.

There are three types of objectives in a marketing research project:-

 Exploratory Research.
 Descriptive Research.
 Casual Research.
1. Exploratory Research:-

The objective of exploratory research is to gather preliminary information that will help define problems and suggest hypothesis.

2. Descriptive Research:-

The objective of descriptive research is to describe things, such as the market potential for a product or the demographics and attitudes
of consumers who buy the product.

3. Casual Research:-

The objective of casual research is to test hypothesis about casual and effect relationships.

Based on the above definitions it can be established that this study is a Descriptive Research as the attitudes of the customers who buy the
products have been stated. Through this study we are trying to analyze the various factors that may be responsible for the preference of
Coca-Cola products.

MARKETING RESEARCH OBJECTIVES:

1. To undertake a market study to know the Coca-Cola promotion on the highways.

2.Comparative sales promotion (accessories) analysis with regard to Pepsi and Coca-Cola.

RESEARCH MEASURING TOOLS & TECHNIQUES

The primary tool for the data collection used in this study is the respondent’s response to the
questionnaire given to them. The various research measuring tools used are:-
  Questionnaire.
 Personal interview.
SAMPLING DESIGN

An integral component of a research design is the sampling plan. Especially it addresses three
questions: Whom to survey (sample Unit), how many to survey (Sample Size) and how to
select them (sampling Procedure). Making the census study of the entire universe will be
impossible on the account of limitations of time and money. Hence sampling becomes
inevitable. A sample is only his portion of population. Properly done, sampling produces
representative data of the entire population.

SAMPLE SIZE:-

i. Through questionnaire – 100 respondents.

ii. Through personal interview – 17 respondents.

SAMPLING TOOL:-

Questionnaire was used as a main tool for the collection of data, mainly because it gives the
chance for timely feedback from respondents. Moreover respondents feel free to disclose all
necessary detail while filling up a questionnaire. Respondents seeking any clarification can
easily be sorted out through tool.

Sampling Tools Respondents Number

Questionnaire Customers 100
Personal Interview Customers 17
Total 117

FIELD WORK:-

The study was conducted in New Delhi, Noida and Greater Noida.

 The questionnaires were given to the respondents to fill in order to get their feedback.
 Questions were read out to the respondents and the answers were noted.
LIMITATIONS OF THE STUDY:-

The main purpose of this study is get idea about the preference of the customers towards
various Coca-Cola products. But there are certain factors which affects this study they are as
follow:

 Since the sampling procedure was judgmental, the sample selected may not be true
representative of the population.

 Economic and market conditions are very unpredictable (Present and future).

 The study was confined to New Delhi, Noida and Greater Noida due to which the
result cannot be applied universally.
 5.
DATA ANALYSIS