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Submitted under the partial fulfilment of the requirement for MASTER OF BUSINESS ADMINISTRATION of Uttar Pradesh Technical University,

Lucknow Submitted To:Mr. Aftab Ahmad (HOD) Submitted By:Tarique Jamal MBA 3rd sem. 0907270164 IIMT Management College, Meerut (U.P.) India 1

DECLERATION I Tarique Jamal hereby declare that this project report entitled Marketing Strat egies Analysis has been completed based on actual study carried out by me during my internship program at Hindustan Coca-Cola Beveragws Private Limited, Patna. I am presenting an authentic report of my work to IIMT Management college,Meerut carried out at Hindustan Coca-Cola Beveragws Private Limited, Patna for the par tial fulfilment of the requirement of the Master Of Business Administraion degre e programme of Uttar Pradesh Technical University, Lucknow. This research report is original and information, data and fact furnished their in are actual based on study carried out by me. (Tarique Jamal) 2

CERTIFICATE OF ORIGINALITY This is certify that the Vocational Training Report entitled Marketing Strategies Analysissubmitted to Hindustan Coca-Cola Beveragws Private Limited,Patna in part ial fulfillment of requirement for the award of the degree of Master of Business Administration (MBA), original work carried out by Mr. Tarique Jamaland UPTU Ro ll No.0907270164 Under my guidance. This vocational report done on (training per iod June 14, 2010 to Aug 12, 2010) the topic hasnt been submitted for any other e xamination & doesnt form part of any other course undergone by the candidate. . Si of Guide Date - / / Name & Designation of Guide ............................... ................... .................................................. .. Signatur d. Date - / / Name & Roll no of Std. ........................................... .. .............................................. .. Signature of Training Incharge V.K.Srivastav ACKNOWLEDGEMENT 3

After completing my IInd semester curriculum. I went for summer training for 8 w eeks duration and it bears inspirit of several person. I have achieve this train ing in one of the most esteemed organisation of the country Hindustan Coca-Cola Beveragws Private Limited, Patna for their kind permission to undertaken its stu dy I am grateful to respected Mr. Vijay Kumar Singh (HR Executive,in Coca-Cola B everagws Private Limited). For there moral support and encouragement throughout my project work. This list will go incomplete without the special reference of t he contribution and whole hearted support of managers and all other staff and dep artment, which truly reflect their deep insight into the project and the profess ional touch which is their benchmark. I would like to thanks Mr. Aftab Ahmad(IIM T Management college,Meerut), who helped me a lot during this project. My gratit ude will not be completed without thanking my beloved parents who have been a co nstant source of aspiration & blessing in my pursuit for studies. 4

PREFACE I did my summer training in Hindustan Coca-Cola Beveragws Private Limited, Patna . I completed my summer training for 8 weeks. I got training in the study of Marketi ng Strategies Analysis, Financial department is also being considered. Hence I am presenting the training report Marketing Strategies Analysis. All the mistakes and problems had been carefully removed with the help of all the manag ers. So I am thankful to all the managers of Hindustan Coca-Cola Beverages Private Li mited, Patna. Tarique Jamal MBA (IIIrd Semester) TABLE OF CONTENTS CONTENTS 5

1. Mission statement 2. Introduction. 3. Coca Cola. a. Coca Cola International. b. History. 4. Management. 5. EXTERNAL MARKETING ENVIRONMENT 6. Market share. 7. Financial report. 8. Dividends and Cash Plan. 9. Products. 10. Market mix of Co ca-Cola 11. Strategic planning. 12. Bottlers owned by Coca cola 13. Coca Cola Pa kistan. 14. Major Competitors a. Pepsi b. History. c. Financial assets. Market s hare. Financial report. Products. Methodology 15. Some basic information regardi ng marketing of coke a. Target market: b. Major segments: c. Factors effecting s ales: d. Major competitors: e. Strategies of quality: f. Threats from competitor s: g. Targets that would like to attain: h. Expanding target market i. Threats a nd opportunities for price: j. Strategies of getting goals i.e. high profits: k. M arketing strategy: l. Expectations for the coming year: m. How coke determine th e yearly budget: 16. Marketing strategies 17. Pest analysis . The Mission Statement of the Coca Cola Company 6

Our mission statement is to maximize shareowner value over time. In order to ach ieve this mission, we must create value for all the constraints we serve, includ ing our consumers, our customers, our bottlers, and our communities. The Coca Co la Company creates value by executing comprehensive business strategy guided by six key beliefs: 1. Consumer demand drives everything we do. 2. Brand Coca Cola is the core of our business 3. We will serve consumers a broad selection of the nonalcoholic ready-todrink beverages they want to drink through out the day. 4. W e will be the best marketers in the world. 5. We will think and act locally. 6. We will lead as a model corporate citizen. The ultimate objectives of our busine ss strategy are to increase volume, expand our share of worldwide nonalcoholic r eady to drink beverages sales, maximize our long-term cash flows, and create eco nomic value added by improving economic profit. The Coca Cola system has more th an 16 million customers around the world that sells or serves our products direc tly to consumers. We keenly focus on enhancing value for these customers and hel ping them grow their beverage businesses. We strive to understand each customers business and needs, whether that customer is a 7

sophisticated retailer in a developed market a kiosk owner in an emerging market . There are nearly 6 million people in the world who are potential consumers of our companys product. Ultimately, our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and our abili ty to add value for customers. We achieve this when we place the right products in the right markets at the right time. 8

COCA COLA INTERNATIONAL HISTORY: Coca-Cola Enterprises, established in 1886, is a young company by the standards of the Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this Company. The Coca-Cola Company traces its beginning to 1886, when an Atlanta pharmacist, Dr. John Pember ton , began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Th omas and Joseph B. Whitehead , secured the exclusive rights to bottle and sell C oca-Cola for most of the United States from The Coca-Cola Company. The Coca-Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986, The Coca-Co la Company merged some of its companyowned operations with two large ownership g roups that 9

were for sale, the John T. Lupton franchises and BCI Holding Corporation s bottl ing holdings, to form CocaCola Enterprises Inc. The Company offered its stock to the public on November 21, 1986, at a split-adjusted price of $5.50 a share. On an annual basis, total unit case sales were 880,000 in 1986. In December 1991, a merger between Coca-Cola Enterprises Company, and the Johnston helping Coca-Co la accelerate Bottling bottler Group, Inc. (Johnston) created a larger, stronger again consolidation. As part of the merger, the senior management team of Johns ton assumed responsibility for managing the Company, and began a dramatic, succe ssful restructuring in 1992.Unit case sales had climbed to 1.4 billion, and tota l revenues were $5 billion The Coca-Cola Company is the worlds largest beverage c ompany. They operate in more than 200 countries & markets more than 2800 beverag e products. Headquartered at Atlanta, Georgia, they employ approximately 90500 10

employees all over the world. It is often referred to simply as Coke or (in Euro pean and American countries) as Cola or Pop. 11

MANAGEMENT: The hierarchy of Coca Cola Company is as follows. Chairman Board of governors Vice Chairman and chief operating officer Executive Vice Presidents Senior Vice Presidents Vice Presidents 12

MARKET SHARE: SHARE Being the biggest company in the soft drink industry, Coca Cola enjoys the large st market share. This company controls about 59% of the world market. GLOBAL MARKET SHARE: The following table can show the worldwide operating segments. (Table) Unit case growth 10 year compound annual growth Compan y Industry 5-year compound annual growth Compan y Industry 2001 annual growth Compan y Industry Nonalcoholic drink 2002 Company share All commercial Beverages 2002 Compan y share Compan y per capita Income 6% 5% 5% 5% 4% 4% 18% 9% 70 This shows that the market of the company is geographically vast and it is contr olling it with great success. In 2002, the company grew their carbonated soft-dr ink business by nearly 250 million unit cases and generated record volumes. Beca use carbonated soft drinks are the largest growth segment within the nonalcoholi c ready-to-drink beverage category measured by volume, that is why they are focu sing more on this and they are continually increasing the pace because they know that accelerating this pace is crucial to their future success. Thus they are i ncreasing their market 13

day by day. The operation income earned by Coca Cola Company can be illustrated by the following pie chart. (Figure) This strategy has worked a lot and it has helped them to become the Worlds leadin g Soft Drink Company. The global unit sale of the Coca Cola Company is increasin g from the last ten years. The data of the global unit sale of the Coca Cola Com pany can be represented by following chart. (Figure) 12 10 8 6 4 2 0 1971 1981 1991 2002 unit sale in billions So there is positive growth in the market of the Coca Cola Company. There is a w orldwide volume increase by 4% with strong international growth of 5%. This is o nly due to the innovative marketing programmers, which has deepened the 14

relationship of the customers and Coca Cola. The financial health and success of their bottling partners is a critical component of The Coca-Cola Company s abil ity to build and deliver leading brands. 15

In 2002, the company had worked with their bottlers to turn good intentions into reality by improving the system economics. The results in 2002 reflect this ste adily improving and mutually constructive relationship between the Company and t heir bottling partners. The main reason behind this relationship is to continue realizing shared opportunities for growth, with closer coordination of operation s including customer relationships, logistics and production. 16

EXTERNAL MARKETING ENVIRONMENT (PEST ANALYSIS) Political Analysis for Coca-Cola Non-alcoholic beverages fall within the food ca tegory under the FDA. The government plays a role within the operation of manufa cturing these products in terms of regulations. There are potential fines set by the government on companies if they do not meet a standard of laws. The followi ng are some of the factors that could cause CocaCola company s actual results to differ materially from the expected results described in their underlying compa ny s forward statement: Changes in laws and regulations, including changes in acc ounting standards, taxation requirements, (including tax rate changes, new tax l aws and revised tax law interpretations) and environmental laws in domestic or f oreign jurisdictions. Changes in the non-alcoholic business environment. These i nclude, without limitation, competitive product and pricing pressures and their ability to gain or maintain share of sales in the global market as a result of a ction by competitors. Political conditions, especially in international markets, including civil unrest, government changes and 17

restrictions on the ability to transfer capital across borders. Political struct ure and legal considerations also have impinged on Coco-Cola Companys strategies. Governments of some Arab nations boycotted Coca-Colas products due to a politica l dispute and discontented with the company for maintaining distributors in Isra el. Economical Analysis Being flexible and willing to change to satisfy consumers nee ds, has enabled Coca-Cola to exploit the economies of scale that was gained by i ts global marketing and at the same time making its products appeal to local tas te, which these have earned the company an enormous profits quarterly. As Coca-C ola has expanded over the decades or even nearly a century, the company has bene fited from the various cultural insights and perspectives of the societies in wh ich business is done. No doubt of the remarkable experience it has, it is still very committed to local markets, 18

to paying attention to what people from different cultures and backgrounds like to drink, and where and how they like to drink it, to remain competitive and to develop more new drinks to satisfy its markets. Now, the estimated brand equity of Coca-Cola is $84billion, market share of more than 50 percent in beverage industry globally and about 70 percent of its incom e comes from countries outside United States. Every 10 seconds, 126,000 people i n the whole world, choose to reach out for one of The Coca-Cola Company brands, and it is the companys mission to make that choice exciting and satisfying, every single time. Previously the U.S. economy was strong and nearly every part of it was growing and doing well. However, things changed. Before the attacks on Sept ember 11, 2001, the United States was starting to see the economy recover slight ly and it is only just recently that they achieved the economic levels. Consumer s are now resuming their normal habits, going to the malls, car shopping, and ea ting out at restaurants. However, many are still handling their money cautiously . They believe that with lower inflation still to come, consumers will recover t heir confidence over the next year. As researching for new products would cost l ess the CocaCola Company will sell its products for less and the people will spe nd as they would get cheap products from Coca-cola. 19

Social Analysis for Coca-Cola Foreign environment factors have influenced the Co caColas strategies in international marketing. Culture has a tremendous effect on peoples preferences and perception. Language is one of the aspects of culture th at marketers must take care of, in term of translating product name, slogans and promotional messages so as not to convey the wrong meaning. Coca-Cola did not l ook much into this aspect when entering into the markets of countries like China and Taiwan as the literal translation of Coca-Cola in Chinese characters mean, b ite the wax tadpole. Changes are necessary in international marketing for consume rs products, as it is important that the products suit ones taste, preferences and fulfill ones needs. Coca-Cola has continued changing, improving and developing n ew drinks to appeal to local tastes. After discovering that Coke did not appeal as much to Japanese consumers, Coca-Cola developed over 30 new drinks for the Ja panese market, which inclusive of Asian tea, English tea, coffee and fermented-m ilk drink. In China, Coca-Cola has also begun the similar strategy of introducin g beverages developed for the taste buds of local market. It launched a fruit ju ice drink called Tian Yu Di (Heaven and Earth) specifically for the Chinese mark et with planning of introducing the market with a Chinese iced tea and soy milk drink. 20

Many U.S. citizens are practicing healthier lifestyles. This has affected the no n-alcoholic beverage industry in that many are switching to bottled water and di et colas instead of beer and other alcoholic beverages. Also, time management ha s increased and is at approximately 43% of all households. The need for bottled water and other more convenient and healthy products are in important in the ave rage day-to-day life. Consumers from the ages of 37 to 55 are also increasingly concerned with nutrition. There is a large population of the age range known as the baby boomers. Since many are reaching an older age in life they are becoming more concerned with increasing their longevity. This will continue to affect th e non-alcoholic beverage industry by increasing the demand overall and in the he althier beverages. 21

Technological Analysis for Coca-Cola Some factors that cause company s actual re sults to differ materially from the expected results are as follows: The effecti veness of company s advertising, marketing and promotional programs. The new tec hnology of internet and television which use special effects for advertising thr ough media. They make some products look attractive. This helps in selling of th e products. This advertising makes the product attractive. This technology is be ing used in media to sell their products. Introduction of cans and plastic bottl es have increased sales for Coca-Cola as these are easier to carry and you can b in them once they are used. As the technology is getting advanced there has been introduction of new machineries all the time. Due to introduction of this machi neries the production of the Coca-Cola company has increased tremendously then i t was few years ago Coca-Cola has six factories in Britain which use the most st ate-of the-art drinks technology to ensure top product quality and speedy delive ry. Europe s largest soft drinks factory was opened by CCE in Wakefield, Yorkshi re in 1990. The Wakefield factory has the technology to produce cans of Coca-Col a faster than bullets from a machine gun 22

MARKET SHARE BY AREA: Coca Cola is the world-renowned soft drink and the company is currently operatin g through out the world. The world wide total is about 17.8 billion. The operati on review according to the segments is as follows. Operation Review (2002 worldw ide unit case volume by operating segment) NORTH LATIN AMERICA AMERICA 30% 25% E UROPE & MIDDLE EAST 22% ASIA AFRICA 17% 6% 23

NORTH AMERICA LATIN AMERICA EUROPE & MIDDLE EAST ASIA AFRICA So the volume is least in the Africa and most in the North America. The data abo ut the market share of this company area wise is given in the following table. T he above table shows the geographical earning of the Coca Cola Company and from this data; we can find out that the customers of Coca Cola are increasing which is shown by the companys per capita income. Unit case equals 24 eightounce servin gs. The column, which shows the non-alcoholic beverages consist of commercially, sold beverages, as estimated by the Company based on available industry sources . The country column is derived from The Company s unit case volume while the in dustry column includes nonalcoholic ready-to-drink beverages only, as estimated by the Company based on available industry sources. (Table) 24

Country Unit case growth 10 year 5-year compound compound annual annual growth growth Compan y Industry Compan y Industry 2002 annual growth Compan y Industry Nonalcoholi c Drinks 2002 Compan y share All commercial Beverages 2002 Compan y share Company per capita Income North America United States Latin America Argentin a Brazil Chile Mexico Europe & Middle East Eurasia France German y Great Britain Italy Middle East Spain Asia Africa 4 4 6 7 5 9 7 6 5 5 7 4 5 6 10 3 3 3 6 6 3 5 8 5 3 3 6 2 6 3 9 3 2 2 3 7 3 (2) 2 2 2 2 4 2 5 3 5 4 22 23 24 20 23 56 22 12 15 16 15 10 13 23 18 6 398 419 205 236 144 336 462 72 17 8 1 8 1 12 6 7 7 8 3 2 2 3 12 4 6 6 6 9 (1) 11 4 7 8 6 8 5 3 1 2 3 5 5 7 3 (14) 7 (6) 8 2 4 4 10 10 1 3 1 3 2 8 4 7 6 14 9 14 17 9 8 17 14 34 5 5 7 6 6 3 12 5 11 39 110 193 193 104 17 264 23 34 In Asian population, which is the satisfied customer of Coca Cola, is approximat ely 3.2 billion and the average consumer enjoys close to two servings of our pro

ducts each month. Through an intense focus on Coca-Cola, innovation and new beve rages, the company has achieved volume growth of 10 percent in 2002. With develo ping economies and 25

populations, this region has strong long-term potential, and the company is buil ding an exciting family of beverage brands in addition to expanding the populari ty of our core brands, led by Coca-Cola. In China, for example, sales of Coca-Cola increased 6 percent. The total unit case sale of Coca Cola in Asia can be shown by the follo wing pie chart. (Figure) So the company is emphasizing more in this area and is trying to develop a strat egy, which can increase the growth of the consumption of Coca Cola by the people of Asia. Among the countries of Asia, Japan has the highest percentage, which i s about 29%. Among others, Pakistan, India and Bangladesh are those countries wh ere the average consumption is increasing day by day. 26

FINANCIAL REPORT: This company is financially very strong. It is due to the strong finances, the c ompany is still surviving the ups and down of the business world. The financial report of Coca Cola Company of the year 2001 and 2000 along with the percentage change is as follows. (Table) Year Ended December 31, (In millions except per share data, ratios and g rowth rates) 2002 2001 Percentage change Net operating revenues Operating income Net income Net income per share (basic) Net income per share (diluted) Net cash provided by operating activities Busines s reinvestment Dividends paid Share repurchase activity Free cash flow Return on capital Return on common equity Unit case sales (in billions) International ope rations North America operations 27 20,092 5,352 3,969 1.601 1.601 4,110 (963) (1,791) (277) 3,147 26.6% 38.5% 12.5 5.3 19,889 3,691 2,177 0.882 0.882 3,585 (779) (1,685) (133) 2,806 16.2% 23.1% 11.9 5.2 1% 45% 82% 82% 82% 15% 24% 6% 108% 12% 5% 2%

Worldwide 17.8 17.1 4% 2002 basic and diluted net income per share includes a noncash gain of $.02 per share after taxes, which was recognized on the issuance of stock by Coca-Cola En terprises Inc., one of the equity investors of this company. 2002 basic and dilu ted net income per share includes the following charges: $.24 per share after in come taxes related to an organizational Realignment. $.19 per share after income taxes related to the Company s portion of charges recorded by the investors of the company. $.16 per share after income taxes related to the impairment of cert ain bottling, manufacturing and intangible assets. $.05 per share after income t axes related to the settlement terms of a discrimination lawsuit. $.01 per share after income taxes related to incremental marketing expenses in Central Europe. These charges are partially offset by a gain of $.05 per share after income tax es related to the merger of Coca-Cola Beverages plc and Hellenic Bottling Compan y S.A. and $.04 per share after income taxes related to benefits from a tax rate reduction in Germany and from favorable tax planning strategies. 28

DIVIDEND AND CASH INVESTMENT PLAN: The Dividend and Cash Investment Plan permits shareowners of record to reinvest dividends from Company stock in shares of The Coca-Cola Company. The Plan provides a convenient, economical and systematic me thod of acquiring additional shares of our common stock. All shareowners of reco rd are eligible to participate. Shareowners also may purchase Company stock thro ugh voluntary cash investments of up to $125,000 per year. At year-end, 76 perce nt of the Company s shareowners of record were participants in the Plan. In 2002 , shareowners invested $36 million in dividends and $31 million in cash in the P lan. 29

COMPANY STATISTICS: The statistics of this company is impressive. Since it is operating through out the world that is why the number of employees and the bottling equipments is hig hest among the other bottling companies. There is a constant increase in every a spect when we compare the statistics of 2001 and the statistics of 2002. This is because; Coca Cola Company is increasing its volume day by day. The expansion o f this company, which shows the success of Coca Cola brands, results in the perc entage change in the statistics of the two years. The statistics is as follows. (Table) 2002 Equivalent cases Bottle and cans Fountain Employees Vehicles Cold dr ink equipments Facilities Production only Distribution Combination Total Percent of North America population coverage Number of States of Operation Bottle and c an equivalent case package distribution Cans Non-refillable bottles Refillable b ottles Capital structure Net debt to total capital ratio EBITDA interest coverag e Weighted average cost of debt Key Statistics Constant territory bottle and can volume growth Bottle and can net revenues per case change Bottle and can cost o f sales per physical case change Reported EBITDA (in billions) Reported EBITDA c hange Capital expenditures( in billions) %-age of net operating revenues 4.2 bil lion 87% 13% 72,000 54,000 2.4 million 25 385 53 463 80% 46 44% 52% 4% 63% 3 6.3 % 3% Flat 1 $1.95 (18)% $0.97 6% 2001 3.8 billion 87% 13% 67,000 52,000 2.3 mill ion 25 361 50 436 72% 46 45% 51% 4% 59% 3 6.8% % 2% % $2.39 9% $1.18 8% 30

Coverage of North American Can/bottle volume 83% 74% EBITDA is the Earnings before interest, taxes, depreciation, and amortization, a nd other non-operating items. Net Debt is the Long-term debt plus current portion of long-term debt less cash and marketable securities. Equivalent Case or Unit Case is the physical case and fountain gallons converted to a standard unit of measure defined as 24 eight-ou nce servings or 192 ounces per equivalent case sold by Coca-Cola Enterprises. 31

PRODUCTS: There are different brands of the Coca Cola Company, which are currently in use through out the world. This company not only deals in the carbonated drinks but also other drinks. While launching its product, the marketing team considers the culture of the country. Major brands of coca cola Coke Sprite Fanta Diet coke Coke classic 32

The over all volume of this company is as follows. (Figure) The commitment of the company is to devote resources to water only in markets wh ere it expects profitable growth. This strategy has paid dividends. The company has successfully applied its approach to brands in several key markets, including Ciel in Mexico, Mori No Mizudayori in Japan, Bonaqua in Russia and Kinley in In dia. Backed by a strong network of bottling partners through out the United Stat es, Dasani became the nation s fastest-growing water brand. In Eurasia, the enti re Turkuaz brand team worked together to launch Turkey s first purified water br and. This year, Coca-Cola Company also successfully energized a major piece of i ts beverage strategywater. By the end of 2001, its bottled water volume exceeded 5 70 million unit cases, making it the second biggest contributor to the growth of the company after carbonated soft drinks. Three of the water brands, Dasani, Ci el and Bonaqua each achieved sales of over 100 million unit cases for the year. 33

In 2001and 2002, the company has also made good progress in coffees and teas. Be verage Partners Worldwide, the renewed and strengthened marketing partnership wi th Nestl S.A., began operations in 2001. This partnership combines Nestl s knowled ge in life science, research and development with the expertise of Coca Cola Com pany in brand building and distribution. At the same time, the company grew Geor gia coffee in Japan by 3 percent through award-winning marketing in a category t hat was flat for the year. Also in Japanwhere The Coca-Cola Company is the leader in the total tea category, the second-largest category in the non-alcoholic rea dy-to-drink segmentit launched Marocha Green Tea. With sales of 46 million unit c ases for the year, Marocha Green Tea is the fastest-growing product in the faste stgrowing category: green tea. The popularity of Marocha is also recognized by t he industry with a leading trade journal naming Marocha the most popular new foo d and beverage product of the year. 34

Know the most recognized word on the planet after OK! Among the soft drinks Fanta and Sprite become successful along with the major br and Coca Cola and Diet Coke. In key markets, the company has created new packagi ng sizes to satisfy consumer demands. Increasingly, Mexican families have lunch together at home. The average Mexican household drinks two-and-a-half liters or more of soft drinks during that break, while a two-liter bottle was the largest available package. So the company 35

introduced a convenient 2- liter bottle to select regions, contributing to the sa le of nearly 1.5 billion unit cases of Coca-Cola in Mexico this year. This large r bottle will complete its nationwide rollout in 2002. In China, Coca-Cola is an integral part of holiday celebrations and the family gettogethers that accompan y such events. Through an intense focus on Coca-Cola, innovation and new beverag es, it has achieved volume growth of 10 percent in 2001. In China, sales of Coca -Cola increased by 6 percent. In the United States, recognizing that consumers o ften enjoy their diet Coke with a slice of lemon, the company "bottled" the conc ept. The resultdiet Coke with lemoncontributed to volume growth of 4 percent for t he number-one diet. Soft drink in North America: diet Coke. The company increase d its two largest bottle sizes during the 2001 holidays, and festival packaging helped drive a 6 percent volume increase for Coca-Cola. The packaging innovation s do not just involve resizing. The company has also responded to consumers cha nging fashion styles with new bottles. With brands such as Minute Maid, Hi-C, Si mply Orange and Disney juices and juice drinks in the United States, Qoo in Asia , Kapo in Latin America and Bibo in Africa. This year, the company re-launched i ts global sports-drink business, investing in new products, packaging, positioni ng and marketing. The results speak for themselves: its global sports drinks, led by Powerade and Aquarius, grew by 13 percent in 2002, nearly double the growth rate of the worldwide sports-drink category. Revitalized in the United 36

States, the company introduced Powerade in nearly every major Western European m arket, including Great Britain, Germany and Spain, as well as in Mexico and Lati n America. The company launched 27 products in 2001. The commitment of the compa ny to packaging innovation also resulted in new initiatives for our fountain bus iness, a channel through which many consumers enjoy Coca-Cola. In the United Sta tes, the company developed Fountain, a total beverage dispensing system that is more flexible and more reliable. Two years of research resulted in a dispensing system that provides exceptional beverage quality, easy to upgrade technology, b rand and graphic customization and improved reliability. 37

MARKETING MIX OF COCA-COLA Firstly, we will look at how Coca-Cola has used their marketing mix. The marketi ng mix is divided up into 4 parts; product, price, promotions and place. Product : The product (Coca-Cola soft drink) includes not just the liquid inside but als o the packaging. On the productservice continuum we see that a soft drink provid es little service, apart from the convenience. Soft drinks satisfy the need of t hirst. However, people are always different, some want more and others want less . Therefore Coca-Cola has made allowances for that by providing many sizes. We a lso have particular tastes, and again they have provided several options. So, al though thirst is what is needed to be satisfied and that is the core benefit, we are receiving other benefits in the taste and size. Coca-Cola has developed sev eral different flavours and sizes as mentioned above, but also several brands su ch as Sprite, Lift, Fanta and Diet Coke which increase the product line length, thus making full use of the market to maximize sales. The product is convenient, that is - bought frequently, immediately, and with a minimum of comparison and buying effort.The appearance of the product is eye catching with the bright red colour. It has a uniquely 38 1.

designed bottle shape that fits in your hand better, and creates a nicer & more futuristic look. The quality of the soft drink is needed to be regularly high. S ealed caps ensure that none of the "fizz" is lost. The bottles are light, with f lexible packaging, so they won t crack or leak, and are not too heavy to casuall y walk around with. The cans are also light and safe. The product range of CocaCola includes: Coca-Cola, Coca-Cola classic, caffeine free Coca caffeine free diet Coke, diet Coke with lemon Vanilla Coke, diet Vanilla Coke, C herry Coke, diet Cherry Coke, Fanta brand soft drinks, Sprite, diet Sprite Sprit e Remix 39


Product Lifecycle of Coke: Product life cycle has four phases 1. Introduction 2. Growth 3. Maturity 4. Decl ine. The markets where Coke is a dominant player are United States of America, E urope and Asia, Africa. There is a vast difference in terms of above given phase s for example, in U.S.A & Europe it has reached maturity stage where it cant expa nd its market more but if we consider Asia, it is still in the growth phase. Coc a-Cola is currently going through the maturity stage in Western countires. This maturity stage lasts longer than all other stages. Management has to pay special attention to products during this stage of the product life-cycle. During the m aturity stage, products usually go through a slowdown in sales growth. According to Coca-Cola s 2001 annual report, sales have increased by 1.02% compared to la st year. This percentage has no comparison to the high level of growth Coca-Cola enjoyed during its growth stage. To add a little variation Coca-Cola took the C oca-Cola Classic and added variations to it, including Cherry Coke, Vanilla Coke and Diet Coke. Also Coca-Cola went from 6-oz. glass bottles to 8-oz. cans to pl astic liter bottles, all helping increase consumption. COCA-COLA 41

2. Price: Like any company who has successfully endured a century of existence, Coca- Cola has had to remain tremendously fluent with their pricing strategy. Th ey have had the privilege of a worthy competitor constantly driving them to be s marter, faster, and better. A quote from Pepsi Co s CEO "The more successful the y are, the sharper we have to be. If the Coca-Cola Company didn t exist, we d pr ay for someone to invent them." states it simply. The relationship between CocaCola & Pepsi is a healthy one that each corporation has learned to appreciate. T hroughout the years Coca-Cola has made many 42

pricing decisions but one might say that their ultimate goal has always been to maximize shareholder value. As cola consumption has decreased in the US colas ha ve come to realize the untapped international market. In 2003 both Coke and Peps i had a solid presence in India and had each introduced a 300mL bottle. In order to grab market share Pepsi began to drop prices (even with summer approaching, which was contrary to policy in America). Shortly thereafter, Coca-Cola decided to drop their prices slightly, but focused on the reduced price point of their 2 00mL container. Coca- Cola planned to use the lower price point to penetrate new cities that were especially price sensitive. The carbonated soft drink market i n India is nearly 37% of the total beverage market there. This low price strateg y was not unfamiliar to Coca-Cola. Both Coke & Pepsi utilized a low price strate gy in the early 1990s. After annihilating the low price store brands, Coke chose to reposition itself as a "Premium" brand and then raise prices. Coca-Cola prod ucts would appear, on the shelf, to have the most expensive range of soft drinks common to supermarkets, at almost double the cost of no name brands. This can b e for several reasons apart from just to cover the extra costs of promotions, fo r which no name brands do without. It creates consumer perceptions and values. W hen people buy Coca-Cola they are not just buying the beverage but also the imag e that goes with it, therefore to have the price higher reiterates the fact that the product is of a better quality 43

than the rest and that the consumer is not cheap. This is known as value-based p ricing and is used by many other industries in attracting consumers. In India, t he average income of a rural worker is Rs.500 a month. Coca Cola launched a 200 ml bottle for just Rs.5, an affordable amount on the pockets of the rural audien ce. 3. Place: Coca-Cola entered foreign markets in various ways. The most common mod es of entry are direct exporting, licensing and franchising. Besides beverages a nd their special syrups, Coca-Cola also directly exports its merchandise to over seas distributors and companies. Other than exporting, the company markets inter nationally by licensing bottlers around the world and supplying them with the sy rup needed to produce the product. There are different types of franchising. The type that is used by Coca-Cola Company is manufacturersponsored wholesaler fran chise system. It is very 44

comparable to licensing but the only difference is that the finished products ar e sold to the retailers in local market. Coca Cola has managed their companys mar keting and sales strategy within channels. Have you ever considered the signific ance of the Coke vending machine to the success and profitability of the Coca Co la company? This channel is direct to consumer and vending machines often have l ittle to no competition and no trade or price promotions. The Coke Company opera tes three primary delivery systems for its business channels: Bulk delivery for the channels of large Supermarkets, Mass Merchandisers and Club stores; For smal ler channels Coke does advanced sale delivery for convenience stores, drug store s, small supermarkets and on-premise fountain accounts. Full service delivery fo r its full service vending customers. Key Channel Listing Supermarkets Convenien ce Stores Fast Food Petroleum Retailers Chain Drug Stores 45

Hotels/Motels/Resorts Mass Merchandisers U.S. DOD Military Resale retail command s: AAFES, NAVRESSO and DECA Vending In 2006, the Company began changing its delivery method for its route delivery s ystem. Historically, the Company loaded its trucks at a warehouse with products the route delivery employee would deliver. The delivery employee was responsible for pulling the required products off a side load truck at each customer locati on to fill the customer s order. Coke began using a new CooLift delivery system i n 2006 in a portion of the Company s territory which involves pre-building order s in the warehouse on a small pallet the delivery employee can roll off a truck directly into the customer s location. The CooLift delivery system involves the u se of a rear loading truck rather than a conventional side loading truck. Coke w ill continue to rollout this program over the next several years since they expe ct such significant savings and more efficient deliverys. This is a huge investm ent for Coke. The company works through independent bottlers of Coke. They work in coordination with the Coke company which produces the secret formula concent rate and ships to the distributors and bottlers for final processing and packag ing prior to shipment to the stores. 46

Coca-Cola floods all possible retailing stores in satisfying the third part, pla ce. In supermarkets and convenient stores, Coca-Cola products are always easy to identify, and usually make up the greater proportion of options to buy. This in creases their market exposure through effective use of the retailers. For a FMCG it is important that they can be found and purchased easily. With many automati c Can machines located in many sports stadiums and shopping malls, you don t eve n need to go to a store to buy a drink. This greatly enhances the speed of purch ase. The company produces concentrate, which is then sold to various licensed Co ca-Cola bottlers throughout the world. The bottlers, who hold territorially excl usive contracts with the company, produce finished product in cans and bottles f rom the concentrate in combination with filtered water and sweeteners. The bottl ers then sell, distribute and merchandise Coca-Cola in cans and bottles to retai l stores and vending machines. Such bottlers include Coca-Cola Enterprises, whic h is the largest single Coca-Cola bottler in North America and Western Europe an d food service distributors. 47

The Coca-Cola Company only produces a syrup concentrate, which it sells to vario us bottlers throughout the world who hold Coca-Cola franchises for one or more g eographical areas. The bottlers produce the final drink by mixing the syrup with filtered water and sugar (or artificial sweeteners) and then carbonate it befor e filling it into cans and bottles, which the bottlers then sell and distribute to retail stores, vending machines, restaurants and food service distributors. T he Coca-Cola Company owns minority shares in some of its largest franchises, lik e Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company ( CCHBC) and Coca-Cola FEMSA, but fully independent bottlers produce almost half o f the volume sold in the world. Since independent bottlers add sugar and sweeten ers, the sweetness of the drink differs in various parts of the world, to cater for local tastes. 48

STRATEGIC PLANNING In the year 2002, the company had a great success, as the strategy worked which resulted in making Coca Cola Company the worlds leading company. In 2001, company accomplished the crust of its strategy as Worldwide volume increased by 4 percen t with strong international growth of 5 percent and clear signs that our North A merican business is growing solidly and predictable. Earnings per share grew by 82 percent, as we delivered on our commitment to create volume growth while aggr essively Return on common equity grew from 23 percent in 2000 to 38 percent this year. Return on capital increased from 16 percent in 2000 to 27 percent in 2001. The c ompany has generated free cash flow of $3.1 billion, up from $2.8 billion in 200 0, a clear indication of its underlying financial strength. The strategy for the future of the company is very straightforward. The marketing strategy for the y ear 2002 is as follows, 49

Accelerate carbonated soft-drink growth, led by CocaCola. Selectively broaden th e family of beverage brands to drive profitable growth. Grow system profitabilit y and capability together with our bottling partners. Serve customers with creat ivity and consistency to generate growth across all channels. Direct investments to highest potential areas across markets. Drive efficiency and cost-effectiven ess everywhere. 50

MAJOR COMPETITOR PEPSI INTERNATIONAL HISTORY PepsiCo is a world leader in convenient foods and beverages, with revenues of ab out $27 billion and over 143,000 employees. The company consists of the snack bu sinesses of Frito-Lay North America and Frito-Lay International; the beverage bu sinesses of Pepsi-Cola North America, Gatorade/Tropicana North America and Pepsi Co Beverages International; and Quaker Foods North America, manufacturer and mar keter of ready-to-eat cereals and other food products. PepsiCo brands are availa ble in nearly 200 countries and territories. Many of PepsiCo s brand names are o ver 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired i n 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2 001.would entertain the listener with the latest musical selections rendered by violin or piano or both. The new name, Pepsi Cola, is derived from the two of the principle ingredients, Pepsin and Kola Nuts. It was first used on the August 28. At that time, Bradhams advertising praises his drink as Exhilarating, invigoratin g, aids digestion. 1990-2002 51

The advertisement of the Pepsi changes to, You got the right one baby, Uh-Huh!.Wit h the extensive usage of the stars in the adds, the popularity of Pepsi increase . In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest selling ready-to-drink tea brand in the United States. Outside t he United States, Pepsi-Cola Company s soft drink operations include the busines s of Seven-Up International. Pepsi-Cola beverages are available in more than 190 countries and territories. In Asia, they selected Lahore to make their regional office. This was done in 1970. This regional office is monitoring all the opera tions carried out in South West Asia. As in Pakistan, they only entered beverage industry. They have eleven bottlers covering whole Pakistan. The plant operatin g here is Riaz Bottlers (Pvt) LTD. This plant was established at Lahore in 1974. The total capacity of the plant is 30,000 cases per day. They have four filling lines in the plant operating on the three shift bases. Each shift is of eight h ours. They have permanent work force of 750 people and they employee approximate ly 1000 people more on temporary basis during summer season. 52

Pepsis Products Pepsi Teem Mirinda Pepsi Max Pepsi Lemon Pepsi Blue Mountain Dew 7up 53

COCA COLA PAKISTAN The Coca-Cola Company began operating in Pakistan in 1953. Coca-Cola, Fanta and Sprite are the brands in Pakistan. The Coca-Cola System in Pakistan operates thr ough eight bottlers, four of which are majority-owned by Coca-Cola Beverages Pak istan Limited (CCBPL). The CCBPL plants are in Karachi, Hyderabad, Sialkot, Gujr anwala, Faisalabad, Rahimyar Khan, Multan and Lahore. The remaining two plants, independently owned, are in Rawalpindi and Peshawar. The Coca-Cola System in Pak istan serves 70,000 customers/retail outlets. The CocaCola System in Pakistan em ploys 1,800 people. During the last two years, The Coca-Cola System in Pakistan has invested over $130 million (U.S.) 54

PROMISE OF COKE The basic proposition of our business is simple, solid and timeless. When we bri ng refreshment, value, joy and fun to our stakeholders, then we successfully nur ture and protect our brands, particularly Coca-Cola. That is the key to fulfilli ng our ultimate obligation to provide consistently attractive returns to the own ers of our business. TARGET MARKET Cokes commercials basically based on young generations, So, the young generation is the target market of Coke because they want to represent Coke with the youth and energy but they also consider about the old people they take then as a co-ta rget market. MAJOR SEGMENTS Major segments are basically those people who take this drink daily and those ar eas where the demands is higher then the other areas. There are so many people w ho take this drink daily and those people who take weekly and those who take les s often are always there as well. So, their basic segments are those people who take this drink regularly. 55

FACTORS EFFECTING SALES There are so many factors, which affects the sale of coke. Here we are discussin g three major factors which effects coke. Per capita income Competitors Weather Per Capita Income First we will discuss about Per capita income. This is major factor that affects the sale of this soft drink. Because which every passing year budgets are becomi ng very strict and tight in order to purchase things. So the disposable incomes of the people are coming down. They spend heavily on rents, utilities, and educa tion and basic necessities and after that when they get extra money they think a bout this soft drink .So the decreasing per capita income effects badly in selli ng and production of this soft drink. 56

And to get through with this difficulty there is need to increase the level of p er capita income of Pakistan because it is much lesser than the rest of the coun tries. Competitors Cokes major competitor is PEPSI and there is no hesitation to say this because ever y one knows that and all the other cold drinks and water, coffee, tea are the co mpetitors. Weather Weather is the third major factor in effecting the Cokes selling. This is underde veloped market so the cokes consumption in summers is 60% and in winters is 40%.

MAJOR CUSTOMERS NEED First of all the majority dont care that what they are going to have. In other wo rds, they dont care before drinking that whether it is Pepsi or coke. They dont actua ly differentiate between these two brands in order to their tastes. Consumers ba sically drink what they get. They believe on WHAT COLD THEY SOLD Consumers availabi lity in brands is basically works like: Push availability 57

Pull consumers demand. For this reason Coca-Cola have provided their coolers and freezers in the market. They have maximum number of coolers and freezers in the market. They provide this infrastructure free of cost just to provide child coke to their customer, which they want to be purchase. Their salesman and mechanics regularly visit all the shops where coke has its infrastructure to check that e ither it is in proper condition or not, if not then they immediately change or r epair it. 58

MAJOR COMPETITORS Consumers firstly decide that they are going to have a soft drink. Then they com pete brands with each other. Like they compete Coke with Pepsi and Sprite with 7 up and team .So the major competitor of Coke is Pepsi. When they motivate to any other brand or on Coke its in instinct basically that based on messages derive c ertain feelings. But Coca Cola thinks in a different way, they believe that RC C ola, new coming AMRAT Cola, and all juices, even they take water and tea as thei r competitors. STRATEGIES OF QUALITY After Micro and macro analysis Brand coke is primarily role 1. Enhance competition moments 2. When people watch cricket 3. Through commercialization 4. Fun time T hough these strategies there could be better understanding and better connection with the public. These are the key consumption. THREATS FROM COMPETITORS Threats are well planned. Price is the major threat. When price goes certain bey ond the exact price whether come down or go higher its effects the consumption o f soft drink. Because when the price go higher people go for the substitute of co ke i.e. Pepsi. 59

And when price goes down they think that there is must be some thing wrong in it . In short it all depends on customers perception. TARGETS THAT WOULD LIKE TO ATTAIN Every organization runs on the bases of profit maximization so Coke is also look ing for a high profit margin. There are three major ways of making money Over ni ght profit Windfall profit Ethical and un-ethical ways 60

Over Night Profits They could be over night profit that is for the number 1 brand for the year. This cou ld be got my increasing sales volume Windfall Profit Can be windfall profit. The y are the extras profit. When the consumption the consumption is on boom. So, th ere is different kind of profits. Ethical And Unethical Ways Profit can also get through ethical and unethical ways. They believe on this quo te Every thing is fare in love and war. Some profits stays for some time like over night profits and some just come and go like wind fall profits. And they can also get profit through different approaches. EXPANDING TARGET MARKET In last 2 years Coke has come back in aggressive manner. Consumer has choice Att ractive brand name Brand differentiating 61

Consumer Has Got Choice Now the consumer has got choice. Because now they know the name of another big b rand, though coke is the 2nd best name but it can get a better position after so me time Attractive Brand Name Now the consumers know the Name of Coke, because Coke is the name, which is the most popular after the word ok. So people can better differentiate brands with eac h other. Brand Differentiation Now different companies have got different brand names. So , people can distinguish between brands. Two major brands coke and Pepsi also have b rand names. Coca Colas Brand Coca cola is US brand. Because they believe in the togetherness, being people toge ther and friends are being together. Coca Cola strongly believes that Pakistani temperament is US not ME Pepsis Brand Pepsis brand is basically is basically ME branded. They use the temperament of ME. In contrast to Coke they believe on individual struggle. 62

THREATS AND OPPORTUNITIES FOR PRICE Opportunities If Coke is considered a luxury product. Then there is the tax rate system 15% sales tax 20% - excise duty 27% - goes to government 03% - In making Budget Afte r paying all these taxes coke has to pay electricity charges. We have to spend o n distributions. After paying all these expenses Cokes margin squeezed and consum ers have to pay for increasing tariffs. These are the opportunities through whic h we can increase the price and can get profits. Threats There are much more threats in increasing prices. Because same problem of substi tute. If Coke increase the price lets say 1 rupee. Then people definitely wont go for coke. They have the best substitute of Coke that is Pepsi. So these are the threats in increasing prices. Coke will lose the margin of its profit and can f ace loss. 63

STRATEGIES OF GETTING GOALS I.E. HIGH PROFITS To increase the price is the least thing, which Coke can adopt. There are so man y ways through which Coke can increase the profits. Some major ways are as follo ws. Volume can be increased Interest level of consumers To take part in energeti c festivals How to increase the volume of consumers? Coke can increase the volume by expanding the industry of coke. Through advertis ements, offering different interesting things to attract people towards this pro duct. How to increase the interest level of consumers? Coke is increasing the interest level of consumers by offering different flavors . For example Coke is increasing the number of flavors in Fanta, this is one of th e product of coke. Through offering different flavors Coke can increase the Leve l of consumers and through this profits can be gained. How to take part in energetic festivals? Coke is already taking part in the festival like Basant since last 3 years. Coke o ffers different attractive things in their 64

festival and through this Coke gained high profit and consumption of coke increa sed on these occasions. And this year in this year 2002 people were anxiously wa iting that what interesting thing coke is going to offer. MARKETING STRATEGY Our local marketing strategy enables Coke to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasion s. What people want in a beverage is a reflection of who they are, where they li ve, how they work and play, and how they relax and recharge. Whether you re a st udent in the United States enjoying a refreshing Coca-Cola, a woman in Italy tak ing a tea break, a child in Peru asking for a juice drink, or a couple in Korea buying bottled water after a run together, we re there for you. We are determine d not only to make great drinks, but also to contribute to communities around th e world through our commitments to education, health, wellness, and diversity. C oke strives to be a good neighbor, consistently shaping our business decisions t o improve the quality of life in the communities in which we do business. It s a special thing to have billions of friends around the world, and we never forget it. 65

MARKET POSITIONING Product Range The total range of Coca Cola company in Pakistan includes: Coke. Sprite. Fanta. Diet Coke. And company offers their products in different bottle sizes these inc ludes: SSRB LRB NRB PET 1.5 CANS (standers size returnable bottle) (litter retur nable bottle) (no return bottle) or disposable bottle (1.5 litter plastic bottle ) (tin pack 330 ml) Packing Coca cola products are available in different packing 24 regular bottle shell 6 bottle pack for 1.5 pets 12 bottles in a pack for disposable bottle 66

PRICE STRATEGY Trade Promotion Coca cola company gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles, by this these retailers and mid dle man push their product in the market. And thats why coca cola seen more in th e market. And they have a good sale in the market because according to the exper t which product seen more in the market that sells more. Seen as sold They do agre ements with a shop keepers and stores to exclusive sale in that stores. These st ores are called as KEY accounts in their local language. And coke also invest he avy budget on these stores and offers them free samples and free bottles and som e time cash incentives. Different Price In Different Seasons Some times Coca Cola Company change their product prices according to the season . Summer is supposed to be a good season for beverage industry in Pakistan. So i n winter they reduce their prices to maintain their sales and profit. But normal ly they reduce the prices of their pet bottles or 1 litter glass bottle. 67

PROMOTION STRATEGIES Getting shelves They gets or purchase shelves in big departmental stores and display their produ cts in that shelves in that style which show their product more clear and more a ttractive for the consumers. Eye Catching Position Salesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores. Sale Promotion Company also do sponsorships with different college and schools cafes and sponsor s their sports events and other extra curriculum activities for getting market s hare. UTC Scheme UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, ca sh prizes etc. This scheme is very much popular among children. DISTRIBUTION CHANNELS Coca Cola Company makes two types of selling Direct selling Indirect selling 68

Direct Selling In direct selling they supply their products in shops by using their own transpo rts. They have almost 450 vehicles to supply their bottles. In this type of sell ing company have more profit margin. 69

Indirect Selling They have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all area of Pakistan by their own so they have so m any whole sellers and agencies to assure their customers for availability of coc a cola products. FACILITATING THE PRODUCT BY INFRASTRUCTURE For providing their product in good manner company has provided infrastructure t hese includes: Vizi cooler Freezers Display racks Free empty bottles and shells for bottles ADVERTISEMENT Coca cola company use different mediums Print media Pos material Tv commercial B illboards and holdings 70

Print Media They often use print media for advertisement. They have a separate department fo r print media. POS Material Pos material mean point of sale material this includes: posters and stickers dis play in the stores and in different areas. 71

TV Commercials As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on different channels. Billboards And Holdings Coca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards. EXPECTATIONS FOR THE COMING YEAR Every thing starts from the attitude of consumers behavior. And the basic key to attract the consumers is to throw the money away. And positive feeling felling wit h the brand, which they used to have Coke wants to advertise their products heav ily in the coming year. And it will take the 10% of their profits. And when we t ake it as a global level it is $ I billion. Coming year is the challenging year for the industry of Coke. They have to take lots of decisions that how to increa se the production and where they have to spend money. For gaining success in com ing year they have to have some important things like: 1. Loyal consumers are im portant for companys success. 72

2. Workers should be the brand centric not the promotion centric. 3. They should know how much to for the brand activities. 4. They should also know that how mu ch to do with the promotion activities for brand. HOW COKE DETERMINE THE YEARLY BUDGET Coke determines its yearly budget by the Sales volume Profitability Target volum e 73

Sales Volume Coke determines its yearly budget through the sales volume. They first concentra te on the thing is what is the condition of their sales? if the condition is good of their sales then they definitely increase their production and sales volume. Otherwise they concentrate on their old strategies. Profitability: The second thing through which they determines budget is the profit .if they r get ting profits with the high margin, then they definitely want to increase their p rofits in the next coming year. Every organization runs on the basis of getting high profits. No organization wants to face Loss in their business. To get profi t is the first priority of the Coke. Target Volume: To run the business every industry has some targets, which they want to achieve in a specific time period. If industry achieves those goals in that period then for the coming year it increases the volume of the target. So Coke Follow the sa me thing it has also some goals and targets to achieve in the given time period. When they succeed to achieve that target then they increase their target volume in the next year. 74

SALES PROMOTION ACTIVITIES Coca-Cola Cricket Cricket the most sought after; watched & played game in Pakistan .the game of cr icket has been owned by various brands in the industry for the promotion of thei r products over a period of time. It has ranged from tobacco to lubricants to co mmunication companies to banks to airlines & lately to the beverage industry. Th e competition has become tougher & tougher as the time has progressed. Coca-Cola signed a sponsorship agreement with eight of Pakistans National cricket players. Coca-Cola realizing the fact that cricket is a very strong element by which it can reach it consumers & masses invested in the opportunity and launched a massi ve campaign on mass media showing all these cricket stars endorsing & compliment ing Coca-Cola brand. The Coca-Cola Company developed three TV commercials & four testimonial ads with the player & ran them on the national net work during vari ous cricket matches. These bold steps taken by the Coca-Cola marketing unit accl aimed them many acknowledgements across the board. This campaign helped Coca-Col a to establish its association with the game & the player. Coca-Cola Concerts Abrar-ul-haqs distinct style, lyrics & songs have made him an instant hit among t he masses in Pakistan. His enormous popularity in the country & abroad is suppor ted by CocaColas commitment towards providing healthy & fun-filled 75

entertainment for the youth of Pakistan. Coca-Cola brought Abrar to his fans thr ough holding concerts & featuring Abrar in a much-appreciated TVC & MMT featured throughout the country. The TVC campaign focused on the hectic lifestyle of a p op star who found respite & relief through Coca-Cola in short moments that he ha d to himself during a concert. CocaColas brand positioning of providing deep down refreshment for the body, soul & mind were captured accurately in the TVC & dep icted aptly how the drink completes the moment for Abrar. Coca-Cola Food Mela With a splash of food, fun & prizes to be won, the Coca-Cola food mela treated t he people of Karachi, to a festive food festival comprising of 50 restaurants, s pread out all over the bustling citys map. The promotion saw the avid families & friends enjoying the delicacies at the restaurants; all resiliently upholding th e Coca-Cola identity. 76

Coca-Cola Basant Festival In February the month of basant the parks & horticulture authority in Lahore nom inated Coca-Cola the official sponsor of the basant festival .Coca-Cola added to the carnival atmosphere by making the festival free to enter & decorating all m ain roads in Lahore with illuminated kites. Coca-Cola also hosted a concert of p op idol Abrar-ul-haq, had childrens parade & held the Coca-Cola kite flying champ ionship during the basant festival. Now where there is basant there is Coca-Cola, it has been impossible to envisage basant without Coca-Cola. Coca-Cola give the more refreshing flavor to the colors of basant by adding more life to the festiv al, giving the consumer a unique experience which they had never tasted before. Coca-Cola GO-RED Quenching the thirst of motorist, pedestrians & passerbys during Lahores hottest s ummer season, Coca-Colas GORED teams went out into the cities main quadrants to serv e & refresh on the spot with ice-cold Coca-Colas at discounted prices backed by a heavy FM announcement campaign the GO-RED stall, served well to promote the CocaCola industry. Coca-Cola Party in a Park In June 2000, Coca-Cola created an experiential musical evening in Lahore, where Junoon performed. This program was recorded and one-hour program shown in the n ational TV for free.10 million households saw Coca-Cola Party in a Park while 10 t housand people attended the event. 77

Coca-Cola Shopping Festival Coca-Cola hosted The Coca-Cola Shopping Festival Lahores first shopping festival, a resounding success with tempting discounts, live music, great prizes & fire wor ks. Liberty marketing Gulberg was a hive of activity during the weeklong shoppin g extravaganza. The in augural event proved so popular that it is now set to bec ome an annual fixture. Coca-Cola Pet Promotion In 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in P akistan. Targeting house wives & family home, Coca-Colas 1.5 liter Pet bottle, to ok the limelight & gained momentum with a campaign promoting the unique packagin g and its numerous consumer benefits .A treat for the family, Coca-Colas PET was offered through a priceoff promotion that said.Go out & get some 78

Coca-Cola Ramzan Campaign A very special occasion for the people of Pakistan Ramzan saw another very speci al Coca-Colas promotion, marketing the popular 1.5 liter PET bottle & the 1 liter bottle with a super price-off promotion. The emphasis on enjoying CocaCola at If tar with friends & family. Coca-Cola Wonder of the World Promotion In July 2000, Coca-Cola set the stage of the grand UTC promotion. Coca-Cola went ahead with the idea of giving consumer chances to win fabulous, magical dream va cation to numerous wonder destination throughout the world on every purchase of a 2 50 ml RGB bottle of CocaCola, Sprite, & Fanta.The promotion gave consumers a cha nce to win free drink, a trip to PARIS, HOLLYWOOD, NEWYORK, SINGAPORE & CAIRO al ong with airfare & four nights free stay in these dream lands. The promotion saw avid consumer collecting Coca-Cola Crown caps & sparked a keen response from the public , rendering an outstanding testimonial campaign in the second phase, high lighting the winners over whelmed in the magical delight of their favorite bever age Coca-Cola. Coca-Cola & Nokia In August 2001, the new under-the-crown promotion Nikla Kiya?(Wh at have u won) was launched in collaboration with Chimera Nokia.The promotion ga ve consumer a chance to win thousands of Coca-Cola branded Nokia 3310 cellular ph ones on every 79

purchase of 750ml RGB bottle of Coca-Cola ,Sprite, & Fanta.The other highlight o f promotion was the Caught Red Handed campaign. Branded CocaCola with caught red ha nded team in them went to Lahore & Karachi for three days, with target that anyon e being caught drinking Coca-Cola will be awarded a nokia 3310 mobile phone & if someone is caught talking on a nokia mobile will win free supply of Coca-Cola. Caught red handed become a huge success among the masses as it was one to one interaction between the Coca-Cola brand & the consumers. This activity helped billed confidence and brand loyalty among co re consumers. Coca Cola TV Mazza The coca cola new campaign is coca cola tv mazza, it is a utc scheme in which pe ople are getting television sets of different sizes. These days this scheme is v ery popular among the people. Coca-Cola & Mc Donalds Coca-Cola & key account of MC Donalds launched the we go together joint promotion t o reinstate amongst consumers a real sense of the affinity that, both shares glo bally. The promotion kicked off with pos material (Danglers, Bunting etc) displa yed at all MC Donalds restaurants along with a special offer for coke & fries. Fanta & Sprite Launched In November 2000moving on to the Sprite & Fanta brands, the consumers in Pakista n witnessed a soft launch in 80

essence. The Coca-Cola Company declared the new NonReturnable bottles of Sprite & Fanta as the New, On the Go Packs flaunting the innovative packaging convenience. Fanta & Sprite are sure to enjoy considerable success in Pakistan. Diet Coke After the acquisition of the individual local franchise bottling facilities in 1 996, the company has successfully launched its first new product, diet coke, for the first time in almost 3 years. The was linked with three fashion shows as Di et Coke is related to fashion & fitness, but the major hit was thematic fashion shows in restaurants, which are the key accounts of the company as this has been never done before in Pakistan. 81

SWOT ANALYSIS Strengths: Coca-Cola has been a complex part of American culture for over a cent ury. The product s image is loaded with over-romanticizing, and this is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-s hirts, hats, and collectible memorabilia. This extremely recognizable branding i s one of CocaCola s greatest strengths. Additionally, Coca-Cola s bottling syste m is one of their greatest strengths. It allows them to conduct business on a gl obal scale while at the same time maintain a local approach. The bottling compan ies are locally owned and operated by independent business people who are author ized to sell products of the Coca-Cola Company. Because Coke does not have outri ght ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers. A company like Coca-Cola has much internal and ext ernal strength, but when launching a product of this sort, they begin to run int o many internal and external weaknesses as well. As far as internal strengths go , Coca-Cola itself is a strong company to say the least. Not only are they a $23 billion company, but in 200 nations, Coke sells about 400 drink brands, includi ng four of the top five sellers right now. They own 36% of 82

the largest Coke bottler in the world, Coca-Cola Enterprises, which staffs facil ities all over the world. Although Coke has never produced an organic product, t hey do own Odwalla, which is a natural juice company. This product would not be marketed as an Odwalla brand, but Odwalla s knowledge of natural juice making wi ll be a great strength for Coca-Cola. Organic products are on the rise, with 70% of Americans having purchased something organic at least once. While organics a re becoming more and more popular, there still are not many well-known organic c ompanies; therefore, Coca-Cola will not have much competition. Perhaps one of th eir biggest strengths is the brand loyalty their customers have. When this produ ct is launched, avid Coke drinkers will choose this organic fruit juice or soda over any other competitor simply because it s a Coca-Cola product and they trust it. 83

Weaknesses: Although domestic businesses as well as many international markets a re thriving, Coca-Cola has recently reported some "declines in unit case volumes in Indonesia and Thailand due to reduced consumer purchasing power." According to an article in Fortune magazine, "In Japan, unit case sales fell 3% in the sec ond quarter because while Japan generates around 5% of worldwide volume, it cont ributes three times as much to profits. Latin America, Southeast Asia, and Japan account for about 35% of Coke s volume and none of these markets are performing to expectation. Coca-Cola on the other side has effects on the teeth s which is an issue for health care. It also has got sugar by which continuous drinking of Coca-Cola may cause health problems. Being addicted to Coca-Cola also is a heal th problem, because drinking of Coca-Cola daily has an effect on your body after few years. Opportunities: Brand recognition is the significant factor affecting Coke s competitive position. Coca-Cola s brand name is known well throughout 94 % of the world today. Packaging changes have also affected sales and industry po sitioning, but in general, the public has tended not to be affected by new produ cts. Coca-Cola s bottling system also allows the company to take advantage of in finite growth opportunities around the 84

world. This strategy gives Coke the opportunity to service a large geographic, d iverse, area. Threats: Currently, the threat of new viable competitors in the ca rbonated soft drink industry is not very substantial. The threat of substitutes, however, is a very real threat. The soft drink industry is very strong, but con sumers are not necessarily married to it. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate. Even though Coca-Cola and Pepsi control nearly 40% of the entire beve rage market, the changing healthconsciousness of the market could have a serious affect. Of course, both Coke and Pepsi have already diversified into these mark ets, allowing them to have further significant market shares and offset any loss es incurred due to fluctuations in the market. Consumer buying power also repres ents a key threat in the industry. The rivalry between Pepsi and Coke has produc ed a very slow moving industry in which management must continuously respond to the changing attitudes and demands of their consumers or face losing market shar e to the competition. Furthermore, consumers can easily switch to other beverage s with little cost or consequence 85

CONCLUSION After thorough research, we come to the conclusion that the marketing strategy o f Coca Cola is working for them and the product is gaining popularity among yout h day by day. 86

RECOMMENDATIONS After completing our project we have concluded some recommendation for the coca cola company, which are following. Coca Cola Company should try to emphasis more on providing their infrastructure in the market to facilitate their customers. According to the survey, conducted by the international firm Pakistani people li ke little bit sweeter cola drink. So for this coca cola company should produce t heir product according to the local demand. Marketing team should try to increas e the availability of Coke in rural areas. They should also focus the old people . Now young generation has a trend to drink a coke 2 regular bottles at same tim e, so providing more 87

satisfaction to them company should introduce liter disposable bottle. PEST ANALYSIS OF COCA-COLA There are four variables, which we will discuss in our report, they are: POLITICAL VARIABLES Political variables Effects of government regulations & deregulations Effect of environmental protection laws if any Import and export regulations Effect of pol itical conditions in certain countries of Coke Any effect of election, military take over, Revolution at Coke Strongly Effected ++ Some what Effected + No Effec t + NE Some what Effected Strongly Effected YES NE NE YES Conclusion Of Political Analysis: As far as the above table is concerned it could be seen that there are very litt le chances of political variables to effect the cokes production and selling behavi or. In the political variables most of the things are related to Governmental acti vities. So, they dont leave any good or bad impact in the Industry of coke. 88

And there are some exceptional things like: environmental protection laws they som e what effect the industry of Coke. From last two years Government is going to b e really very much conscious about the environment. But after making the adjustm ents in plants and applying the proper way of wastage the chances of being affec ted by the protection laws are going to be diminished. So it impact good for the C okes reputation. And the second thing in political variables which effects Coke i s elections & military take over Because in the days of elections and marshal laws condition the countries production in any field is declined. So it affects sligh tly the revolution of Coke. So political conditions are over all leave neutral eff ects on cokes industry. ECONOMICAL VARIABLES Economical Variables Do soaring interest rates make business task any harder Any effect due to inflation Anything done to reduce unemployment Any effect of 11th September 2001, incident at Coke in Pakistan Strongly Effected ++ Some what Eff ected + No Effect + Some what Effected Strongly Effected YES YES YES NE 89

Conclusion Of Economical Analysis It could be seen that economical variables highly affects the Cokes resolution. Eco nomic factors are those actors who effect the production of any industry. So, Co ke is not the out of question. If the economic conditions of the country is not that strong and Coke increases its Price in this situation. Then it would impact highly negative. And inflation is also not a good position for any countrys prod uction point of view. It also impacts highly negative in the Cokes production. And as a country concerned like Pakistan where the unemployment rate is very much high. The Coca Cola system in Pakistan employs 1,800 people. During the last 2 y ears, the CocaCola system in Pakistan has involved over $130 million (U.S). When we draw the conclusion of economic variables. Then we come to know that if econom ic variables are in the favorable position of country then they impact good othe r wise the impact highly bad. SOCIAL VARIABLES Social variables Effects of advertisement of Coke on Public popularity Strongly Effected ++ YES Some what Effected + No Effect + Some what Effected Strongly Eff ected 90

How will do Cokes contribution affect charity organizations of Pakistan Has risin g consciousness of natural resources in people effected your save environment act ivities. YES YES CONCLUSION OF SOCIAL ANALYSIS EDUCATION The Coca Cola Company has always believed that education is a powerful force in improving the quality of life and creating opportunity for people and their fami lies around the world. The Coca Cola Company is committed to helping people make their dreams come true. All over the world, we are involved in innovative progr ams that give hard working, Knowledge hungry students books, supplies, places to study and scholarships. From youth in Brazil to first generation scholars, educ ational programs in local communities are our priority. ENVIRONMENT A large part or our relationship with the world around us is our relationship wi th the physical world. While we have always sought to be sensitive to the enviro nment, we must use our significant resources and capabilities to provide active leadership on environmental issues, particularly those relevant to our business. We want the world we share to be clean and beautiful. We are always innovating to bring you different delicious beverages. This same spirit of innovation comes alive in our environment programs. Were committed 91

to preserving our environment, from use of more than $ 2 billion (U.S) a year in recycling content and suppliers, and environment Management initiatives, down t o very local neighborhood collection and beautification efforts. Heres a sample o f what were doing in different communities around the world regarding the conserv ation of water and natural resources, climate changes, waste environment educati on. The Coca Cola system in Pakistan operates through eight bottlers. Four of wh ich are majority owned by Coca Cola Beverages Pakistan Limited (CCBPL). COMMUNITY INVOLVEMENT: In 2000, when eastern Pakistan suffered its worst droughts, The Coca Cola system initiated a famine relief program to help victims and was the first private sec tor company to assist. The Coca Cola system in Pakistan initiated a voluntary Ha jj program that allows one employee from each plant, selected through a draw, to be sent on the Holy Pilgrimage to Mecca at the Companys expense. TECHNOLOGICAL VARIABLES Technological variables Have business innovations effectively promoted your busi ness Has the governments regulations ever hindered in importing technical equipme nt Does Coke help in Strongly Effected ++ YES Some what Effected + No Effect + S ome what Effected Strongly Effected YES YES 92

promoting paperless environment Conclusion Of Technological Analysis Of course business innovation leaves highly good impacts in the business of Coke. As coke use more advance technology in it s production process. It will resulted in increment of their production through out the country. As far as the governmental hindrances are concerned the impacts highly bad on cokes production. Ever year when budget in announced government taxes rates always sh oot up. This approach of government decreases the profit margin of Coke. As the coke helping in promoting paperless environment .it impacts good, because computer s are the basic need of any person now a days. And though its a big industry so i t is promoting the trend of paperless environment. And it is giving the way of o ther industries to come to new technologies and into a new world of business. Th rough computers coke can increase the efficiency of its business and can have up to date data about their productions. OVER ALL RESULTS OF PEST ANANYSIS After our studies and analysis of CCBPL (Coca Cola Beverages Private Limited), w e came up with the very interesting report of facts and figures. Coca Cola is no doubt one of the most popular beverage company and its product 93

COKE is one of most consumed cola drink. They spend billion of dollars on their advertisement, promotions and recreational campaign. Coca Cola is a close compet itor of Pepsi and it certainly gives its rival a tough time. Coca Cola is a 27% shareholder in the Pakistan market and they dont want to stop here!! Its target m arket is to achieve a much higher %age. Coca Cola has about 2000 employees at Pa kistani plants. Lahore plant of Coca Cola is one of the beautiful plant in Asia, Situated on Raiwand Road. Coca Cola has always had a close consumer and supplie r relationship with its customers. Its entertaining and colorful advertisements have always and will always rock the media. Pakistani rock stars, sportmen and a ctors have played a very vital role in making Coca Cola such a popular beverage. 94

DATA ANALYSIS 1. Have you ever tried the product (Coca Cola)? 35 30 25 20 15 10 5 0 yes no Out of the 30 people we surveyed, all of them said they had tried Coca Cola atle ast once. This explains the brand awareness of Coca Cola. 2. Gender 95

20 18 16 14 12 10 8 6 4 2 0 male female Out of the 30 respondents, there were 18 men & 12 women. 3. Age groups Age Groups 51 & above 36 50 yrs 20 35 yrs 10 19 yrs below 10 yrs 0 5 10 15 no. of people 96

As represented in the chart, majority of the respondents were in the age group o f 20 35 years, the least of the lot being 2 kids who were also asked to particip ate in the survey. 4. Do you enjoy the product (Coca Cola)? no 23% yes 77% From the analysis, it was found that majority of 77% (23 people) respondents sai d they enjoyed drinking CocaCola as against 23% (7 people) who said they preferr ed other drinks. 5. What brand would you say is more popular among the public? a ) Coca Cola b) Pepsi c) Other 97

Others 7% Pepsi 37% Coca Cola 56% As seen in the chart, out of 30 people, 17 respondents said, in their opinion, C oca Cola was more popular while 11 respondents said they preferred Pepsi as a po pular brand. 6. Do you enjoy Coca Colas advertisements on TV? I dont like them not bad they are good but nothing special I really like them 0 2 4 6 8 10 12 14 98

The chart represents that a majority of people thought the Advertisements were g ood enough & they like what they see. 7. Do you think the price for a can of Coc a Cola is cheap or expensive? expensive slightly overpriced cheap 0 5 10 15 20 25 As seen in the above figure, a majority of 23 people out of the 30 respondents t hought that the Coca Cola Cans are slightly overpriced with a few people also ra ting it as expensive. 8. If you were to see the Coca Cola logo somewhere would y ou recognize it? 99

no 0% yes 100% It is understood from the fact that the Logo of the Company still has its image in the minds of the people with all the respondents saying they would recognize the Coca Cola Logo. 9. How often do you buy the product? everyday few times in a week few times in a month once/few times in a year never 0 5 10 15 As it can be seen in the figure, it was concluded that majority of the responden ts bought the product quite 100

frequently. This shows the brand loyalty of the customers towards Coca Cola. 10. Where do you buy Coca Cola products the most? Restaurants general stores super markets 0 5 10 15 20 As seen in the above chart, customers usually preferred to buy Coca cola in rest aurants like KFC, Mc Donalds, Sub Way etc. The second largest option was General stores stocking Coca Cola. 101

CONCLUSION It was observed that Coca Cola has been perceived quite positively as it has bee n projected. People are aware of the Brand & Awareness of Coca Cola is quite hig h in the market. When a product is launched, avid Coke drinkers choose this soda over any other competitor simply because it s a Coca Cola product and they trus t it. Although Coke has been into controversies, people still prefer to stay loy al to the Brand with Coca Cola being termed as a more popular brand than Pepsi. Coca Cola products would appear, on the shelf, to have the most expensive range of soft drinks common to supermarkets, at almost double the cost of no name bran ds. This can be for several reasons apart from just to cover the extra costs of promotions, for which no name brands do without. When people buy Coca Cola they are not just buying the beverage but also the image that goes with it, therefore to have the price higher reiterates the fact that the product is of a better qu ality than the rest and that the consumer is not cheap. In supermarkets and conv enience stores Coca Cola has their own fridge which contains only their products . 102

There is little personal selling, but that is made up for in public relations an d corporate image. Coca Cola sponsors a lot of events including sports and recre ational activities. So Jo chaho ho jaye cocacola enjoy 103

LIMITATIONS Time Constraints: A two months time limits us to understand completely the marke t requirements and all round working perspective of the company. Position and Authentication Constraints: With no authority or position it was so metimes difficult to convince the customer in front as summer trainee holds no r esponsibilities in the eyes of corporate. No Customer Interection:ection It is because the customers of Hindustan CocaCola Beveragws Private Limited are big organisations, these organisations are situat ed outside Varanashi. So , there is no interection with customers of Hindustan C oca Cola Beveragws Private Limited. 104

SUGGESTIONS In the report we have seen the graph of order booking targets and sa les turnover. In the graph of order booking we have seen that the order for our product is increasing year. It means that with the increase of order to target. We have efficiency of the organisation; we have to improve on certain points: Co st efficiency: To get the achievement of cost efficiency we have to keep certain points in our mind they are resale of scraps, inventory management, work distribution. Profit generation: In the SWOT analysis we have seen there is a gr eat opportunity products, these can be turnkey for 105

the company. The company should try to work on export. They should lay more emph asis on export. Improving technology: There is no doubt that the product of comp any is not good. But from time to time the regular improvement of the technology . It improves the quality of the product as well as save the time. Becoming a gl obal player: With the last dealings we can conclude that the company had satisfy there maximum customers. After those deali ngs the company should try to get a good name in India as well as in internation al market. 106

Name: __________________________ 1. Have you ever tried the product (Coca Cola)? a) Yes b) No 2. Gender a) Male b) Female 3. How old are you? a) Below 10 b) 10 19 c) 20 35 d) 36 50 e) 51 & Above 4. Do you enjoy the product? a) Yes b) No c) It s not bad 5 . What brand would you say is more popular among the public? d) Coca Cola e) Pep si f) Other 6. Do you enjoy Coca Colas advertisements on TV? 107

a) b) c) d) I really like them They good but nothing special Not bad I don t enjoy them 7. Do you think the price for a can of Coca Cola is cheap or expensive? a) Cheap b) Slightly over priced c) Expensive 8. If you were to see the Coca Cola logo s omewhere would you recognize it? a) Yes b) No 9. How often do you buy the produc t? a) b) c) d) e) Never Once/few times a year Few times a month Few times a week Everyday 10. Where do you buy Coca Cola products the most? a) Super Markets b) General st ores c) Restaurants (McDonald s, Subway, KFC etc) 108

ANNEXURE The internet is a powerful source of information related to management theories and practices. This annexure has been compiled for the net savvy reader who woul d like to surf the net for information on an aspect that is, in some way, relate d to matter covered in this project work. This compilation is meant to be illust rative rather than comprehensive and there might be many other sources. You must be on the guard as every site listed on the search engines under the title Marke ting Strategies Analysis may not be related to my project over my study undergone in BPC Hindustan Coca Cola Beveragws Private Limited. It may be a site related to general references, articles and slides over management theories on Marketing ! 109

BIBLIOGRAPHY Bibliography refers to the sources through which information has been retrieved in my project development: Books & Magzines: Websites: www.coca Marketing Management Economic Times Annual Report of coca cola company. By ( Philip Kotler ) 110