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Chan Young, MBA 2

Dissertation Statement of Originality

Statement of Originality

Except for those parts in which it is explicitly stated to the contrary, this work is my own. It has

not been previously submitted for assessment at this or any other institution.

Checklist

Please check the following statements are true, tick the appropriate box and sign the

declaration.

I have included a full reference list using the Harvard style of referencing

I have provided Harvard style references for all the ideas, empirical evidence andother materials I have used.

I have referenced all passages from my source material.

Wherever I have copied someone elses words (a quotation), I have clearly shownin the text how much was copied by using speech marks.

I have not committed any falsification. This means I have not presented inventeddata, by for example claiming that I have conducted interviews or sent out

questionnaires when I have not, or altering or making up my results.

I can make available evidence of originality, including notes, photocopies, drafts,primary data and computer files.

Student name: Chan Jung Young

Student ID: 41725

Student signature:

Date:11/04/2011


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Certification

I hereby certify that this dissertation was prepared under my supervision by Chan

young Jung (ID 41725) and the topic of the study is Review the Coca Colas

strategic aims and objectives and critically evaluate alternative strategies used to meet their

Vision 2020, considering internal and external Business environmental factors..

-------------------------------------------------------------------

Mr. Dinesh Krishnan


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ACKNOWLEDGEMENT

Firstly i take this Opportunity to Thank Almighty God. I would like to acknowledge the

deep sense of gratitude towards my Parents and Teachers, whose valuable support,

guidance and co-operation resulted in successful completion of this dissertation.

Especially my Supervisor who not only encouraged me throughout the project but also

took great efforts to go through the script carefully and made numerous valuable

suggestions and feedbacks which have greatly improved the quality of my project work.

Many thanks,

Chan Young


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TABLE OF CONTENTS

TOPICS:

1. INTRODUCTION__________________________________6 - 11

2. LITERATURE REVIEW_____________________________12 - 21

3. RESEARCH METHODOLOGY_______________________22 - 26

4. COMPARITIVE STUDY_____________________________27 - 53

5. DATA COLLECTION, ANALYSIS AND INTERPRETATION_54 - 72

6. CONCLUSIONS AND SUGGESTIONS_________________73 -74

7. APPENDIX_______________________________________75 - 85

8. REFERENCES AND BIBILIOGRAPHY_________________86 - 89


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CHAPTER 1

INTRODUCTION

Coca-cola is probably one of those very few companies which can be found anywhere on the

face of the earth and most of the inhabitants of this world are familiar with its name and most of

the products. It is needless to say that coca-cola is a beverage company and has its most

renowned brand named coke, diet coke, sprite and fanta etc. the company has an unprecedented

success since its inception and its products have become a part of life in any culture or place in

this world. Such an amazing size and scale of production without compromising on its quality

and taste is itself a huge achievement. The coca-cola company regardless its multinational nature

and west oriented image has successfully catered the local needs of the communities across the

world in terms of taste and preferences.

It is the largest beverage company in every aspect in terms of size, scale and operations in the

world. Coca-cola refreshing its consumers with a huge number of its products, it has more than

500 products which include various flavors sparkling and non sparkling brands. The coca-cola as

the most valuable brand the company owns a dozen other billion dollar brands. Coca-cola is top

of the list in providing sparkling and non sparkling drinks including juices and juice drinks and

ready to drink coffee and tea etc. coca-cola is operating successfully the worlds largest

distribution system in 200 countries around the globe. Nearly 2 billion customers enjoy various

products every day. It is important to know that coca-cola is not just limited to producing and

selling soft drinks globally but it is also strongly committed to invest in all those communities

where it operates and make profits. Coca-cola is committed to develop sustainable practices in its

own production and distribution process and extend the vision of sustainable communities to the

local communities particularly in developing countries. Coca-cola understands the need to adopt

more environmental practices to help protect environment for the generations to come by

conserving the natural balance of the flora and fauna of the world.


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Corporate Governance

Coca-cola has developed a robust, balance and viable corporate social responsibility policy and

is strongly and strictly committed to adhere it at all level and every aspect that it relates to. Coca-

cola believed in excellent norms of corporate governance and the boards of directors are elected

by the share holders to safeguard their interest whiles their stewardship of the companys

resources. Once elected the board is the solely responsible for all sorts of decision making except

for those issues exclusively and explicitly mentioned to consult and share with shareholders.

Further the board of directors is liable to appoint the senior management, to carry out the day to

day affairs of the company and is directly answerable to the board.

The 2020 vision, mission and value statement

The element of change in business environments particular and generally in every aspect of the

life is so huge and visible that these changes needs to be apprehended in such a way that future

business prospects continue to thrive and remains in favor of business for a foreseeable future.

Coca-cola has set a vision and mission for next ten years keeping in consideration the trends and

forces most likely to impact the business. Coca-cola believes in action in anticipation of the

needs of tomorrow.

A mission statement or roadmap provides the framework and course of action for future business

challenges. It also provides a mechanism to measure the present achievements against the set

standards to meet the future needs.

Coca-cola continues to refresh its consumers around the world by adding value in their special

moments and daily life endeavors.

The 2020 vision is the set of goals and a framework to achieve those goals by steering the

business in the right direction i.e. sustainable growth.

Coca-cola is committed to its people in providing them with great work environment in which

they can flourish and bring their best abilities and most important is to provide them with equalopportunities for career growth. The second objective is to continue to serve the world with best

quality beverages to refresh their lives. Coca-cola gives huge importance to its partners who

ensure the smooth operations of the worlds largest distribution network, without their support it

would be impossible to execute business. The last but not least the companys enduring


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commitment to environmental friendly business operations through controlling hazardous gas

emissions. Further, coca-cola is working to help communities in developing sustainable

environments by participating in nature conservation projects. Profitability and productivity are

milestones which determine every other success or failure of the company; hence coca-cola is

taking every step to ensure sustainable profits for the company and for the shareholders but at the

same time keeping up the social responsibilities s of the company.

The values of the coca-cola set direction for the companys leadership to think, act and behave in

a responsible and respectable manner. The most prominent values that the company take pride of

are integrity, equality, diversity and partnership.

Coca-Cola Global

Every business has its core composition elements coca-cola has too its core composition

elements i.e. its people and brands. The people of the company are so precious that they are

perceived by the company as the assets of the company. Coca-cola is committed to cater all type

of companys need in terms of professional growth, personal growth and the in providing them

the best working environment. A motivated work force is essential for the companys future

growth and survival because it is the people who execute the policies and strategies to success

through their knowledge, skills and talents. Coca-cola recognizes that whatever it has achieved

until today it is because of the strength of its people and the mutual passion and experience they

share with their company as employees and partners.

The company has nearly 140.000 associates around the world, every market is different and has

its own specialties which these people have to learn and develop in a short period of time and

even important is to share these experiences with others in the company to strengthen their

collaborative culture. These associates are responsible to devise plans according to their

respective markets and to execute them successfully.

Soft drinks are most favorite drinks of the people around the world for various reasons of taste

and climate tic conditions e.g. warm countries are usually have high demand for fizzy and non

fizzy drinks as they are best to quench thirst and to fight against the hot climate as source of

hydration. It is also a favorite drink of the people with their meals as a tasty fashionable drink.

Since these beverages are nonalcoholic hence, are popular among young people including kids.


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The company is strongly focusing on its brand value to flourish as more competitors are

emerging in the market but coca-cola is imprinted in the minds of the people as their one the

most favorite and trust worthy brands. Coca-cola owns worlds five largest nonalcoholic

beverage brands which make it the market leader in an undisputed way and put it in a position to

dictate its competitors. The company is proud to be one of the largest employers in the world by

employing hundreds and thousands of people directly and indirectly and contributing to the

economic betterment of the countries by paying valuable tax incomes to the governments.

Coca-cola is continue to develop the quality of its products by minimizing or even eliminating

the additives such as colors and sugar etc. in order to make them more healthy by controlling

people color intake. Coca-cola is also keen to give its customers the best value for their money in

terms of their consumption by providing them various packages and purchase bundles. Company

is also keen to make its products healthier by adding nutrition value of vitamins. The one of the

most powerful competitor of the coca-cola company is Pepsi and the since 1970s when both

these companies went fully global they have manage to develop their strong holds in various

international markets. Yet both of them are two international giants in beverage industry.

The company produces concentrates and syrups for its own bottling production and sells it to the

fountain wholesalers and retailer who hold company licenses for production. At the moment

coca-cola has more than 500 brands, including diet and light beverages company has invested

huge amounts in independent units engaged in bottling and canning production e.g. in India the

local coca-cola has invested huge sums of money to revive the company in its full glory and as

the market leader of the Indian beverage industry. These investments were made in a variety of

ways e.g. in developing new production facilities, improved distribution system, better water

waste management plants etc. coca-cola India is one of the countrys top investors with more

than a billion US dollar investment so far.

Coca-cola is very much aware of the fact the company needs to develop a strong link with its

consumers and that relationship needs to be reiterated through various national or domestic

events. Further this relationship can be strengthening by providing the best value for their money

in terms of taste, quality and nutrition value. The company is also aware of the fact that

consumer must be supplemented in their purchased by various economic consumption packages


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in terms of discounts or free items with certain amount of purchase to create fun, excitement and

economic value for them at the same time.

The objectives are necessary in order to achieve a long-term objective of gaining a management

job at global organization. Businesses have recently used objectives as on organizational tool

and as a method of ensuring employees are all clear as to what is expected of them.

Management by objectives involves setting a series of well defined objectives that are designed

to ensure each part of the business is operating of the business is achieved. (M. Barratt et al) The

main aim of the business will depend upon the type of business. Almost all businesses will

have as their main aim one of the following: Growth, profit, survival depending on their

organization or product life cycle. A major Plc like Coca Cola will usually make reference to

satisfying shareowners and consequently refer to a specific target or profit. Aims and objectives

provide a sense of direction and unity of purpose for the business whilst providing a

measurement of performance which in turn can be used as an aid to control within the business.

The achievement of corporate objectives should result in the fulfillment of a corporations

mission. For example, a simple statement of increased profitability is thus a goal, not an

objective, because it does not state how much profit the firm wants to make.

In India coca-cola is involved with several renowned local organizations including media

organization and charity organizations working independently and under UN banner. One of the

Indias largest news network channel NDTV and charities aid foundation are few prominent

organizations working in collaborations to support local communities. Coca-cola is proud to be

associated with several social betterment projects particularly for the projects dedicated to young

school kids, one of the most prominent projects that coca-cola has launched in partnership with

these organization is the support my school project aimed to develop one hundred healthy and

active schools in rural India. This project is estimated to benefit nearly half a million students

across India.

Other projects of this campaign include improving students access to clean and healthy water,

better sanitation amenities for girls and boys. Improve classrooms and overall environment by

enhancing provision for playing and extracurricular activities.


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CHAPTER 2

LITERATURE REVIEW

This is an important chapter of this study as it focuses on the relevant sources of the literature on

the subject including books, journals and articles etc. the objective to study the previous research

work is develop a knowledge base of the subject matter that what has been done and what has

not been explored yet. It also helps the researcher to develop and identify the research gap to

establish his/her own research parameters. This chapter is composed of the most relevant aspects

of the research particularly the 2020 vision and mission of the coca-cola company.

Every business either small or big has its strategies and policies to achieve its goals and objective

in order to survive and flourish. Coca-cola has a strategy which provides vision for its

international business mission for 2020. It has been devised with comprehensive consultations

and feedback from companys international partners and collaborators. This strategic plan has

devised to maximize companys competitive advantage in short and long term. The size and

scale of operations that coca-cola undertakes undoubted required a strategic approach with clear

cut policy parameters to achieve its 2020 goals and targets. For an organization of the caliber of

coca-cola it is imperative to develop a correlation or fit between its strategic goals and objectives

and its organizational culture, structure and process to mark it performance threshold.

It has to be defined in terms of clear cut strategic vision of the company with a special focus on

its strategic strengths and weaknesses and probably the most important the ability to comprehend

change occurring in the business environment.

The literature suggested that strategic planning ha its relevance and importance in futuristic

originations. It means organizations who believe in setting and achieving goals and targets for


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future can benefit most from strategic planning. Coca-cola firmly believes that it has to plan for

its tomorrow in its today to continue to dominate it present position as market leader in beverage

industry of the world. Companies with poor planning for their future growth are less likely to

flourish and may not be able to enjoy sustainable profits both in short and long term business

endeavors (Johnson et al 2002). However, strategic planning in MNCs like coca-cola is a time

consuming and a hectic process, the success of which entirely depends on the vision and wisdom

of the planners. The quality of information used and the competitors ability to respond may also

play a significant role in the success of a strategic plan for the future. It may not have a direct

impact on the ability to generate profit nor it is directed to generate profits but it helps and

facilitates the environment to generate sustainable profits. The primary objective and function of

strategic planning is to identify the potential strengths and opportunities that can be exploited by

the company in the future. Once a strategic plan is in operation it is neither advisable nor

practical to change it in short time, it may be amended partially in the long run but if too many

changes applied to it even in the long run it may lose its effectiveness and prove to be a total

fiasco.

One of the fundamental aspects of strategic planning and management is to facilitate

organization and it operations in a dynamic and fast changing environment. MNCs operational

strength is hidden in the effectiveness of the strategic planning as it involves large number of

people carrying out business operations at various places with different countries having

different cultures and norms. Hence, the strategic planning needs to account for all these diverse

issues in order to make it a success. There are several strategic management tools in the hands of

the strategic planners to ensure the quality of the planning in terms of its reflection of the facts

and relevance to the environment in which it needs to be implemented. The most commonly used

tools are SWOT analysis, PESTEL analysis etc. the SWOT is capable to account for the internal

and external factors impacting organizations ability to perform as profitable unit. It also helps to

identify the strengths and weakness, opportunities and threats posed to the organization.


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Growth strategies

A growth strategy are part of the important strategic planning to ensure organizations survival in

difficult times, prosperity and flouring prospects in favorable times and ultimately determines

their existence or death. The growth strategy is further composed of several other strategies e.g.

product development, market development and developing strategic alliances or partnerships (D.

Jobber et al 2001) etc. coca-cola has adopted various growth strategies in different markets

depending on their distinct flavor and characteristics. Growth strategies can be decisive in

maintain the market position e.g. market leadership in a specific sector or industry.

Business Mission and vision; the relevance and importance

The mission is the very reason of the existence for a business entity, every business has its

mission and to achieve that mission is the primary objective of every organization. From

organizational perspective it gives basic the information about the company in terms of its

products or services being provided to the society. It also coveys the present shape and structure

of the company and also gives a clue of its future, its future meaning and the ability to translate

those meanings into a reality (David Hunger et al 2003). The coca-cola has its mission too and

that is to refresh its consumers around the world by adding value in their special moments and

daily life endeavors. The 2020 vision is the set of goals and a framework to achieve those goals

by steering the business in the right direction i.e. sustainable growth.


they can flourish and bring their best abilities and most important is to provide them with equal

opportunities for career growth. The second objective is to continue to serve the world with best









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A vision statement such as this motivates and gains involvement, commitment of employees and

managers." A 'Clear mission and vision' helps senior management to shape and develop effective

strategic options to overcome the changing business environment and to increase market

share. Corporate Aims and objectives "The objectives are necessary in order to achieve a long-

term objective of gaining a management job at global organization. Businesses have recently

used 'objectives' as on organizational tool and as a method of ensuring employees are all clears

as to what is expected of them. 'Management by objectives' involves setting a series of well

defined objectives that are designed to ensure each part of the business is operating of the

business is achieved. (M. Barratt et al 2003) the main 'aim' of the business will depend upon the

type of business. Almost all businesses will have as their main aim one of the following: Growth,

profit, survival depending on their organization or product life cycle. A major Plc like Coca Cola

will usually make reference to satisfying shareowners and consequently refer to a specific target

or profit. 'Aims and objectives 'provide a sense of direction and unity of purpose for the business

whilst providing a measurement of performance which in turn can be used as an aid to control

within the business. A Clear mission and vision helps senior management to shape and develop

effective strategic options to overcome the changing business environment and to increase

market share.

Corporate Aims and objectives



and as a method of ensuring employees are all clear as to what is expected of them.

Management by objectives involves setting a series of well defined objectives that are designed






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Social Responsibility

Coca-Cola Enterprises Set to Revolutionize Recycling in Great Britain

Coca-Cola Enterprises (CCE) has signed a landmark joint venture to develop new facilities that

will more than double the amount of plastic bottles reprocessed in Great Britain.

The new purpose-built recycling centre in Lincolnshire, England, will be developed in a 15

million joint venture between CCE and Europe's leading ethical plastic bottle recycler, ECO

Plastics. CCE has signed a ten-year joint venture deal with ECO Plastics that guarantees it an

annual supply of PET (PET that is recycled to make food-grade, sustainable packaging). CCE is

making a 5 million equity investment to support construction of the new facility, with ECO

Plastics raising an additional 10 million to complete funding for the project.

The new recycling facility will be built on ECO Plastics' current site in Lincolnshire, and will be

operational next year. The existing ECO Plastics facility is already the largest in Europe, capable

of processing more than 100,000 tons of waste plastic, or two billion bottles a year. Independent

research has shown that products made with recycled plastic from the ECO Plastics site are 68

percent less carbon-intensive than packaging made with virgin materials.

Once fully operational, the new facility will increase the total volume of PET bottles re-

processed in Great Britain to 75,000 tons per year -- more than doubling the amount of high-

quality PET currently produced. This will supply CCE with enough PET to achieve its target of

including 25 percent PET in all its plastic packaging in Great Britain by 2012, marking an

important milestone in CCE's ongoing work to develop the most sustainable packaging possible.


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The UK government has strongly welcomed the partnership as "an innovative blueprint for the

future." The deal is a first for the British drinks manufacturing industry and will ensure that

British plastic bottles can be recycled and resold without leaving the country. Currently, CCE

sources food-grade PET from continental Europe, while around two-thirds of used plastic

packaging is exported from Great Britain for reprocessing.

Coca-Cola India and participation in social projects









across India.




Coca-Cola Netherlands Lights the Way to Less PET

Coca-Cola Netherlands is lightening up in 2011, with the introduction of slimmer and more

environmentally friendly 1.5 litre PET bottles.

Each bottle now contains 4.5 grams less PET, making them 10 percent lighter. The new package

benefits the environment by reducing the amount of PET we place into the market.

In addition, the 0.5 litre Aquarius bottle was trimmed down in 2010 by 19 percent, while

packaging for Nestea and Chaudfontaine was also improved. Together, these changes are helping

Coca-Cola Netherlands cut back its annual raw material use by over 1,000 tons.


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Coca-Cola Netherlands is the second market in the North West Europe and Nordics Business

Unit to introduce the new 1.5 litre bottles. It follows Coca-Cola Belgium's lead, which launched

the new packaging in late 2010.

The Coca-Cola Africa Foundation's Replenish Africa Initiative (RAIN)

The Replenish Africa Initiative, or RAIN, is the signature community initiative of The Coca-

Cola Africa Foundation. Backed by a six-year, $30 million dollar commitment by The Coca-

Cola Company, in partnership with other donors, RAIN's goal is to provide over 2 million people

in Africa with access to drinking water by 2015. For more information on RAIN and The Coca-

Cola Africa Foundation

Coca-Cola Brings Clean Water to 5,000 People in the Philippines

In December 2010, the Coca-Cola Foundation Philippines donated $100,000 to the Gawad

Kalinga Community Development Foundation to bring clean water to 20 Gawad Kalinga villages

nationwide, through rainwater harvesting facilities, water filtration and other methods.

The program will benefit 938 households -- approximately 5,000 beneficiaries -- in Santiago

City, Isabela in Northern Luzon, Iriga City, Pascacao, Calabanga, Del Gallego in Camarines Sur,

Tanjay City in Negros Oriental, and Hinunganan in South Leyte, among others.

The Gawad Kalinga Community Development Foundation was set up to beat poverty by

nurturing and empowering communities, partly by encouraging residents to work with and take

care of each other to achieve economic well being for the entire village. "Gawad Kalinga" means

to "give care" in Tagalog.

For the villages where the nearest water source is some distance away, each family is given at

least one rainwater harvesting tank, which has a capacity of 200 liters, as a source of clean

water.At the Gawad Kalinga Enchanted Farm in Barangay Enkanto, Bulacan, the grant went

towards installing a solar-powered water filtration system to provide clean, potable water to over

48 households in the village. More panels will be added as the community grows in size.


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Aside from improving the health and well-being of residents, providing clean water to the

villages will help people achieve financial stability. At the Gawad Kalinga Mapahuisa Village in

Tanjay City, Negros Occidental, the supply of clean water is helping the village maintain its

agricultural program. Through the program, each family is responsible for a garden, and the

produce is used for both personal consumption and to fund livelihood programs.

Some of the villages utilize green technology such as reed bed systems and biogas digesters.

Wastewater from the community runs through a reed bed system and is treated by micro-

organisms living in the roots, so it becomes clean effluent water. Biogas digesters break down

solid waste and remove harmful bacteria to produce methane and carbon dioxide biogas that can

be used as fuel for cooking and lighting.

New Global Ad from Coca-Cola Unites Teens through Music

Coca-Cola is set to rock teens worlds in 2011 with "Coca-Cola Music", an innovative new

music program that will give teen fans the inside track on the creation of music and the

opportunity to view the industry s leading artists at work.

Emerging talent One Night Only has written and recorded a brand new track called "Can You

Feel It" for the program. The track will make its debut as the soundtrack to the new global Coca-

Cola TVC called "Walls."

Though they might feel like they are on their own, the teen ritual is one that takes place in homes

across the world. Featuring hundreds of teens of different nationalities alongside One Night

Only, the ad portrays this universal moment, bringing down the boundaries and uniting teens all

over the world through their love for Coke and music.

An interactive music video for "Can you Feel It" was also shot on the same set. Accessible

online on Coca-Cola music sites around the world*, teens will be able to see themselves in thevideo with the band by filming and uploading their own footage, which can then be shared with

friends through their social networks.


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George Craig of One Night Only commented, "The whole vibe of this project was to show that

music has the same effect on people all over the world. It can be a real release from day to day

life and theres nothing better than getting in from school, opening a Coke, and playing your

favorite music."

"Walls" is the latest work created for the Coca-Cola Open Happiness campaign which has now

launched in over 200 markets.

"The work created for 'Coca-Cola Music' is perhaps one of the broadest spreads of content that

the Company has ever produced that hasnt been associated with a global event like the

Olympics or the World Cup, the coca-cola has a powerful and effective advertising strategy

which capitalizing on the young talent by engaging them with the brand campaign. This initiative

enables the youth to participate in advertising campaign by being part of the conversation."Coca-

Cola Music" broke first in Germany in January with the launch of the "Walls" TVC. The

program will have launched in over 100 markets by the end of 2011.

Switch Off for Climate Protection: Coca-Cola Encourages Associates to Support Earth

Hour

The Company activated Earth Hour 2010 in more than 50 countries as part of the largest-ever

voluntary action for the environment. This year, WWF is asking everyone to go "Beyond the

Hour" once their lights come back on by committing to sustainable actions to make a difference

and inspire lasting change.""The Coca-Cola system's participation in Earth Hour demonstrates a

continued commitment to building awareness about this global challenge. From taking part in a

community event to enjoying a candlelight dinner at home, participating in Earth Hour with

friends and family demonstrates that small actions, when taken globally, can make a big

difference.

The company has a strong and persistent commitment with social and environmental issues

because the company believes in sustainable business practices thats why coca-cola encourages

its associates and other companies and business to come up with a unanimous statement on


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environment on the earth hour. Coca-cola along with its bottling partners is committed to

minimize their carbon footprint contribution to keep this world safe for the generations to come.

The Company activated Earth Hour 2010 in more than 50 countries as part of the largest-ever

voluntary action for the environment. This year, WWF is asking everyone to go "Beyond the

Hour" once their lights come back on by committing to sustainable actions to make a difference

and inspire lasting change.

The Coca-Cola system's participation in Earth Hour demonstrates a continued commitment to

building awareness about this global challenge. From taking part in a community event to

enjoying a candlelight dinner at home, participating in Earth Hour with friends and family

demonstrates that small actions, when taken globally, can make a big difference.

Corporate Governance

Coca-cola has developed a robust, balance and viable corporate social responsibility policy and

is strongly and strictly committed to adhere it at all level and every aspect that it relates to. Coca-

cola believed in excellent norms of corporate governance and the boards of directors are elected

by the share holders to safeguard their interest whiles their stewardship of the companys

resources. Once elected the board is the solely responsible for all sorts of decision making exceptfor those issues exclusively and explicitly mentioned to consult and share with shareholders.

Further the board of directors is liable to appoint the senior management, to carry out the day to

day affairs of the company and is directly answerable to the board.

The 2020 vision, mission and value statement

The element of change in business environments particular and generally in every aspect of the

life is so huge and visible that these changes needs to be apprehended in such a way that future

business prospects continue to thrive and remains in favor of business for a foreseeable future.Coca-cola has set a vision and mission for next ten years keeping in consideration the trends and

forces most likely to impact the business. Coca-cola believes in action in anticipation of the

needs of tomorrow.


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A mission statement or roadmap provides the framework and course of action for future business

challenges. It also provides a mechanism to measure the present achievements against the set

standards to meet the future needs.

Coca-cola continues to refresh its consumers around the world by adding value in their special

moments and daily life endeavors.

The 2020 vision is the set of goals and a framework to achieve those goals by steering the

business in the right direction i.e. sustainable growth.













The values of the coca-cola set direction for the companys leadership to think, act and behave in

a responsible and respectable manner. The most prominent values that the company take pride of

are integrity, equality, diversity and partnership.

Coca-Cola Global

Every business has its core composition elements coca-cola has too its core composition

elements i.e. its people and brands. The people of the company are so precious that they are

perceived by the company as the assets of the company. Coca-cola is committed to cater all type

of companys need in terms of professional growth, personal growth and the in providing them

the best working environment. A motivated work force is essential for the companys future

growth and survival because it is the people who execute the policies and strategies to success


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through their knowledge, skills and talents. Coca-cola recognizes that whatever it has achieved

until today it is because of the strength of its people and the mutual passion and experience they

share with their company as employees and partners.

The company has nearly 140.000 associates around the world, every market is different and has

its own specialties which these people have to learn and develop in a short period of time and

even important is to share these experiences with others in the company to strengthen their

collaborative culture. These associates are responsible to devise plans according to their

respective markets and to execute them successfully.

Soft drinks are most favorite drinks of the people around the world for various reasons of taste

and climate tic conditions e.g. warm countries are usually have high demand for fizzy and non

fizzy drinks as they are best to quench thirst and to fight against the hot climate as source of

hydration. It is also a favorite drink of the people with their meals as a tasty fashionable drink.

Since these beverages are nonalcoholic hence, are popular among young people including kids.

The company is strongly focusing on its brand value to flourish as more competitors are

emerging in the market but coca-cola is imprinted in the minds of the people as their one the

most favorite and trust worthy brands. Coca-cola owns worlds five largest nonalcoholic

beverage brands which make it the market leader in an undisputed way and put it in a position to

dictate its competitors. The company is proud to be one of the largest employers in the world by

employing hundreds and thousands of people directly and indirectly and contributing to the

economic betterment of the countries by paying valuable tax incomes to the governments.

Coca-cola is continue to develop the quality of its products by minimizing or even eliminating

the additives such as colors and sugar etc. in order to make them more healthy by controlling

people color intake. Coca-cola is also keen to give its customers the best value for their money in

terms of their consumption by providing them various packages and purchase bundles. Company

is also keen to make its products healthier by adding nutrition value of vitamins. The one of the

most powerful competitor of the coca-cola company is Pepsi and the since 1970s when boththese companies went fully global they have manage to develop their strong holds in various

international markets. Yet both of them are two international giants in beverage industry.

The company produces concentrates and syrups for its own bottling production and sells it to the

fountain wholesalers and retailer who hold company licenses for production. At the moment


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coca-cola has more than 500 brands, including diet and light beverages company has invested

huge amounts in independent units engaged in bottling and canning production e.g. in India the

local coca-cola has invested huge sums of money to revive the company in its full glory and as

the market leader of the Indian beverage industry. These investments were made in a variety of

ways e.g. in developing new production facilities, improved distribution system, better water

waste management plants etc. coca-cola India is one of the countrys top investors with more

than a billion US dollar investment so far.

Coca-cola is very much aware of the fact the company needs to develop a strong link with its

consumers and that relationship needs to be reiterated through various national or domestic

events. Further this relationship can be strengthening by providing the best value for their money

in terms of taste, quality and nutrition value. The company is also aware of the fact that

consumer must be supplemented in their purchased by various economic consumption packages

in terms of discounts or free items with certain amount of purchase to create fun, excitement and

economic value for them at the same time.


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different in terms of qualitative and quantitative methods. Natural sciences are generally

concerned with the quantitative data and hence used the quantitative methods similarly the social

sciences used the qualitative approach and generally use qualitative data to scrutinize the

subjective realities. The detail knowledge of the all relevant and valid methodologies used by a

researcher is important to understand the reasons behind using any specific methodologies and

methods.

3.3 RESEARCH PHILOSOPHIES

There are three basic philosophies i.e. positivist, interpretivist/constructivist, realist or

realism. The positivist research philosophy is associated with natural sciences researches, in

which the focus is on the external realities and the mode of collection of data is through

observation and laboratory experiments. The second is the interpretivist who deals with the socialsciences researches; this research philosophy allows the researchers to study the subjective

realities through his/her own judgmental value and point of view. The last one is actually in

between and is more flexible as it allows the features of both the positivist and interpretivist.

3.4 SELECTION OF SUBJECT:

It refers to subject of the research that is in fact a serious issue and needs to be done with great

care there should no ambiguity in the subject of the research e.g. for the purpose of this research

the subject is the Coca-Colas strategic plan for 2020, to consolidate its business as market

leader.

3.6 RESEARCH OBJECTIVES:

The research objective is to analyze the coca-colas strategic plan for its 2020 vision as a viable

plan to consolidate its position at international arena by keeping its market leader position in

beverage industry in the world.

DATA COLLECTION AND METHODS:

Data collection is an important aspect of a research. In this research a survey method id used to

collect primary data. A questionnaire was designed to collect data


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3.7 SCOPE OF THE STUDY:

Study of Management helps in the following ways:-

1. It improves managements ability to plan and control the sales of Coca Cola.

2. It will certainly help the strategies for survival and growth of the Company.

3. It avoids wastage and underutilization of resources which can be employed profitably.

4. It is relevant to inflows and outflows conditions of the Company.

3.8 DATA COLLECTION AND RELIABILITY OF DATA:

For this research work there is need of both Primary & Secondary data. Here I have taken

the Primary data which was collected from the Customers.

The secondary data are those, which have already been collected by someone else for other

purpose. The data, which are secondary in the hands of one, may be primary for others. Here the

Secondary data is collected from the companys R&D department.

3.9 LIMITATION OF THE REPORT

I found the following limitations during my actual project execution:-

o More stress was given on the primary data.

o The finding of the survey will be strictly based on the response of the consumers, since it

is difficult to ascertain the authenticity of the statements.

o All the observation and recommendation will be made on the feedback obtained from the

survey.

3.10 HYPOTHESIS:

After the researcher has collected the data and before starting work on it, he forms a hypothesis.

Hypothesis is the assumption made by the researcher about the outcome of the study. Based on

objectives following hypothesis was made. Here the hypothesis formed is:


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Marketing strategy of Coca Cola beverages Pvt. Ltd is strong enough to increase the

profit and sales volume of the Company.

Retailers and distributors are satisfied with the Coca Cola.

3.11 ANALYZING THE DATA:

The next step in the research process is to extract pertinent findings from the data. The

researcher tabulates the data and uses various financial tools to assess the financial soundness of

the company.

3.12 FINDINGS

After analyzing the data and conducting various tests upon it the researcher

comes to know of certain facts. These facts are the findings of the study.

3.13 REPORTING

When the researcher finishes analyzing the data and various facts are found out

the research work is almost over. These findings are then summarized and conclusions

are drawn from it.


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CHAPTER 4

COMPARITIVE STUDY

EXECUTIVE SUMMARY



















where it operates and make profits. Coca-cola is committed to develop sustainable practices in its

own production and distribution process and extend the vision of sustainable communities to the





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COCA COLA, IN INDIA



Indias largest news network channel NDTV and charities aid foundation are few prominentorganizations working in collaborations to support local communities. Coca-cola is proud to be


school kids; one of the most prominent projects that coca-cola has launched in partnership with

these organizations is the support my school project aimed to develop one hundred healthy and


across India.




COMPANY GOALS



and as a method of ensuring employees are all clear as to what is expected of them.Management by objectives involves setting a series of well defined objectives that are designed












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4.2 COCA-COLA GLOBAL PORTFOLIO


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4.4 THE VALUE CHAIN

4.5 BUSINESS MODEL OF COCA-COLA

Manufactures Concentrate

Beverage Base & Syrup

Manufactures Finished

Bottle/Can Fountain syrup

4.6 INTRODUCTION TO SOFT DRINKS IN INDIA

Gold Spot considered as the first soft drink, established 50 years ago before all empowering

Coca-Cola entered the company to dominate the scene. It faced no competition and its euphoric

The Coca-Cola

Company

Bottler

Customer

Consumer


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image built up in western countries helped it get ready clientele & glamour. Parle export private

ltd. should be regarded as the first Indian company introducing Limca a lemon drink

complimentary to their well entrenched Gold Spot in 1970 which got moderate success.

However, before this, it had also introduced Cola-Cola which was withdrawn in face tough

competition from Coca-cola.

When Coca-cola bid farewell in 1977, Indian market was open for various cold drinks and

several companies came forward pushing the different in the market. Parle people introduced

their Cola-Thumps Up with a mightily bang saying Happy days are here again as if happy days

went away with Coca-cola pure drinks of Delhi, also without loosing much time introduced pure

drinks with Campa Orange and Campa Lemon. Modern bakeries interested the market Double

Seven, Mohan Meakings with Marry and Pick Up & McDowell with Thrill, Rush and Sprint and

Indian Market where there was competition previously a cut throat competition and heavy

advertising was on. Each one was trying their best to be come under one company with A

Class products in the field of soft drink business, now after a long gap; Govt. of India had given

permission to the Coca-Cola to start their business in India. Coca-Cola came with Parle to do

business on the Indian soil. They are trying best regaining its prestige which it had before.

4.7 GROWTH PROMOTIONAL ACTIVITIES

A growth strategy are part of the important strategic planning to ensure organizations survival in

difficult times, prosperity and flouring prospects in favorable times and ultimately determines

their existence or death. The growth strategy is further composed of several other strategies e.g.

product development, market development and developing strategic alliances or partnerships (D.

Jobber et al 2001) etc. coca-cola has adopted various growth strategies in different markets

depending on their distinct flavor and characteristics. Growth strategies can be decisive in

maintain the market position e.g. market leadership in a specific sector or industry.

4.8 MARKET BIFURCATION OF SOFT DRINKS

.


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The mission is the very reason of the existence for a business entity, every business has its

mission and to achieve that mission is the primary objective of every organization. From

organizational perspective it gives basic the information about the company in terms of its

products or services being provided to the society. It also coveys the present shape and structure

of the company and also gives a clue of its future, its future meaning and the ability to translate

those meanings into a reality (David Hunger et al 2003). The coca-cola has its mission too and

that is to refresh its consumers around the world by adding value in their special moments and

daily life endeavors. The 2020 vision is the set of goals and a framework to achieve those goals

by steering the business in the right direction i.e. sustainable growth.











non cola

product, 38

cola

product, 62

non cola productcola product


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A vision statement such as this motivates and gains involvement, commitment of employees and

managers." A 'Clear mission and vision' helps senior management to shape and develop effective

strategic options to overcome the changing business environment and to increase market

share. Corporate Aims and objectives "The objectives are necessary in order to achieve a long-

term objective of gaining a management job at global organization. Businesses have recently

used 'objectives' as on organizational tool and as a method of ensuring employees are all clears

as to what is expected of them. 'Management by objectives' involves setting a series of well

defined objectives that are designed to ensure each part of the business is operating of the

business is achieved. (M. Barratt et al 2003) the main 'aim' of the business will depend upon the

type of business. Almost all businesses will have as their main aim one of the following: Growth,

profit, survival depending on their organization or product life cycle. A major Plc like Coca Cola

will usually make reference to satisfying shareowners and consequently refer to a specific target

or profit. 'Aims and objectives 'provide a sense of direction and unity of purpose for the business

whilst providing a measurement of performance which in turn can be used as an aid to control

within the business. A Clear mission and vision helps senior management to shape and develop

effective strategic options to overcome the changing business environment and to increase

market share.

4.15 ENHANCING THE COMMUNITIES WE SERVE

The new purpose-built recycling centre in Lincolnshire, England, will be developed in a 15

million joint venture between CCE and Europe's leading ethical plastic bottle recycler, ECO

Plastics. CCE has signed a ten-year joint venture deal with ECO Plastics that guarantees it an

annual supply of PET (PET that is recycled to make food-grade, sustainable packaging). CCE is

making a 5 million equity investment to support construction of the new facility, with ECO

Plastics raising an additional 10 million to complete funding for the project.


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The new recycling facility will be built on ECO Plastics' current site in Lincolnshire, and will be

operational next year. The existing ECO Plastics facility is already the largest in Europe, capable

of processing more than 100,000 tons of waste plastic, or two billion bottles a year. Independent

research has shown that products made with recycled plastic from the ECO Plastics site are 68

percent less carbon-intensive than packaging made with virgin materials.

Once fully operational, the new facility will increase the total volume of PET bottles re-

processed in Great Britain to 75,000 tons per year -- more than doubling the amount of high-

quality PET currently produced. This will supply CCE with enough PET to achieve its target of

including 25 percent PET in all its plastic packaging in Great Britain by 2012, marking an

important milestone in CCE's ongoing work to develop the most sustainable packaging possible.

The UK government has strongly welcomed the partnership as "an innovative blueprint for the

future." The deal is a first for the British drinks manufacturing industry and will ensure that

British plastic bottles can be recycled and resold without leaving the country. Currently, CCE

sources food-grade PET from continental Europe, while around two-thirds of used plastic

packaging is exported from Great Britain for reprocessing.

Coca-Cola India and participation in social projects









across India.


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*Polyethylene Terephthalate (PET)

4.16 THE ROAD AHEAD

To reach our peak performance in 2011, we will focus on five strategic priorities:

First, CC will continue to grow the leadership in sparkling beverages, the core of their business

today and tomorrow. CCs senior managers know there is tremendous opportunity to grow the

sparkling beverages in both developed and emerging markets. Second, they will drive even faster

growth in the still beverage portfolio by adding new functional benefits, developing affordable

formulations, pursuing relevant bolt-on acquisitions and seeking margin enhancements. Juice and juice drinks, sports drinks, water, coffees, teas and emerging categories offer exciting

opportunities for future growth around the world.


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Second, CC may continue to generate and take advantage of the balanced growth they have

achieved across the portfolio and the markets they serve. In the world's emerging economies, CC

business is buoyed by growing urbanization, rising middle-class consumers and the

corresponding conversion to ready-to-drink beverages that meet new lifestyle needs. In North

America, CC flagship market, will continue to focus on renewing the health of the business.

4.19.1 CONCEPT OF RED IN INDIA

Hindustan Coca Cola Beverages Plc., India division under Eurasia Operating Group has been

working on RED i.e. Right Execution Daily since FEB 2006.

Coca Cola Company believes that its success depends on their ability to connect with consumers

by providing them with a wide variety of choices to meet their desires, needs and lifestyles

choices. Company success further depends on the ability of their people to execute effectively,

every day.

4.19.2 DETAIL ANALYSIS OF RED: -

Right Execution Daily is segregated under three important point they are as follows:

Coca Cola Coolers: -

Visi cooler is the Sales Generating Assets, which not only make the beverages product chilled

which the company served its customers at the purchase point but also attract the number of

shoppers or consumers in a given universe to buy company products.

y In the visicooler, attention are given on the following points: -

y The visicooler is as per standard or not.

y The visicooler as per prime position or not.

y Is the visicooler in a working condition?


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y Is the visicooler light working?

y Is the visicooler 100% pure?

y Is the visicooler brand order compliant?

Availability: -

Under Availability, company ensures that their all products are available at the shop as per the

standards of the company to serves the consumers or the shoppers. The main focuses of

Availability are as follows: -

The company products are available at the shop in full flavor & range.

Consumers have enough choice to select the companys beverage products as per their

desire.

10 to 15% of total shoppers are those who drink only particular brand & particular brand

& particular flavor. So, company doesnt want to loose that consumer also.

Activation: -

Activation is the important ingredients under RED. It is a technique by which the sales are

generated. It is a complex set of activity by which the shoppers are stimulated to come at the

shop. By proper activation buyers are induced to come at the purchase point.

4.19.3 Important tools for activation

Important tools for activation are Counter Top, Aerial Mobile Hanger, Crate Display, Road

Standee, Flange, Signage, Branded Menu Cards, Combo Communication, Flex or Glow Sign

Board, Three Tire Display Rack, Price Communication.


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Under the Activation, the attention is given to ensure the following points at the purchase

point: -

Prices of HCCBPL products communicated in a clear & visible manner.

DPS/Flex Board/Glow Sign Board, Flange, or Road Standee, at least 1, should be in aproper condition.

Ariel Mobile Hanger with at least 4 mobiles displayed at stores front in ConvenienceStores.

OBM/Drinking Shot Communication present at each store.

Table Top display unit/Hanging Rack, at least 1 should be pure & should be at least 50%charged in Convenience Stores.

Self Display Rack in which minimum 8 facings of any PET displayed & visible inGrocery.

Rack should be pure & should be at least 50% full in Grocery.

Combo Communication should be present in E&D.

Branded Menu Cards with KO (cola) Beverages Menu (at least 5 Menu Cards)/MenuBoard (at least 1) with KO beverages listing.

4.19.4 TOOLS USED FOR CONTROL UNDER RED

Market Developer RED Tracker

Survey conducted by Individual Agency

Market Developer RED Tracker

It is a tool by which the Market Developer, checks its performance. It shows where the

Market Developer is put their efforts, by which the RED Score will be increasing. It throws

light on, where are the Execution Team lacking. It also aids to the Management in tuning the

Market Execution Team. There are two parts of the Market Developer RED tracker: -


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Market Developer Permanent Journey Plan

It is a tool, which fix the activities of the Market Developer for the given period. In the

Market Development Permanent Journey Plan, the information about the following things isgiven: -

Permanent Journey Plan for the Market Developer

Name of the Market Developer

Distributor/Direct Route Name

Sales Team Leader Name

Sales Trainer Name

The Town/City where the execution plans are executed.

Month of the Execution Plan

No. Of Outlet visited at a particular date

Daily Market Report

It is a survey conduct by the Market Developer himself. Market Developer has to prepare

this Report before he starts his execution activities at the Customer Place. It helps to get

the actual figure & also help to check the execution impact of the previous day.

4.19.5 RED SCORING

RED Scoring is the techniques by which the quality of services & performance executed by the

companys personnel are enumerated in terms of numbers.

The total marks assigned under RED are 100 and these total marks are segregated among the

three factors of the RED, which are as follows: -


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VISICOOLER = 30 MARKS

AVIABILITY = 50 MARKS

ACTIVATION = 20 MARKS

For RED Scoring sheet: Please refer AppendixPoint No. 7.3

4.20 CASE EXAMPLE

Coca Cola India has been working on RED (Right Execution Daily) since 2006. In Patna Region

RED was introduced in FEB 2006. RED is an integration of Sales Management & Marketing

Execution Plan. By this, company not only has been increasing its Sales & Market Shares but it

also has proved as a media for the company to come closer to its Customers & Shoppers.

This case of Coca Cola Company is related to the Patna Region where the company is the leader

in the both the Market Shares & the Sales Volume. After RED was introduced in Patna, the

Company continuously tried to improve its RED Score Card.

Its RED Score Card shown in April 2008, in Patna Region (especially Exhibition Road,

Pirmohani, Goriatoli & New Market) was 34.5% (Approx), which was not near to the Standard

i.e. 50, fixed for the month.

The Standard for the month May was fixed 60 by the Sales Management for this Region. But the

result was negative for this month i.e. 22.3 %(approx). The RED Score declined by 63% in this

month as it was fixed by sales management.

It put extra pressure on Sales Execution Team to uplift this Score in the month of June. So, it was

the challenge for the Sales Execution Force to regain its prestige but still they didnt achieve the


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minimum Standard of 60% but somehow manage the score 31.1% which was increased from the

previous month.

4.21 SURVEY REPORT CONDUCTED BY INDIVIDUAL AGENCY IN THE YEAR 2010

FOR THE MONTH MARKS

APRIL 34.5

MA Y 22.3

JUNE 30.1


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Question No. 1.a)Refer question in Appendix.

Analysis:

Table: On the basis ofAge

Table 5.2.1.a

Figure: On the basis ofAge

Fig. 5.2.1.a

Interpretation:

In the above fig. I have done survey on the basis of age group15 -25, 26-35,

36-45, 46-55 where the no. of consumers are 68, 41, 23, 18 respectively.

Question No. 1.b)..Refer question in Appendix.

Age No. of Persons % ofRespondents

15 - 25 68 45.33%26 - 35 41 27.33%

36 - 45 23 15.33%

46 - 55 18 12.00%150 100%


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Table: On the basis of Occupation

Table 5.2.3.c

Figure: On the basis of Occupation

Fig. 5.2.3.c

Interpretation:

In the above fig. respondents are classified on the basis of occupation in which

there are 45 students, 46 servicemen, 30 businessmen and the rest 29.

Question No.2..Refer question in Appendix.

Analysis:

Table: On the basis of Preference

Occupation No. of Persons

Student 45

Others 29Servicemen 46Businessmen 30Total 150


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Table 5.2.2

Figure: On the basis of Preference

Fig. 5.2.2

Interpretation:

In the above fig., 131 repondents take beverages and the rest dont prefer to take.

Question No. 3..Refer question in Appendix.

Analysis:

Table: On the basis of Choice

Yes / No No. of Respondents

Yes 131No 19Total 150

Type of Cold Drink No. of Respondents

Coca-Cola 57Pepsi 31Frooti 39

Others 23

Total 150


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Table 5.2.3

Figure: On the basis of Choice

Fig. 5.2.4

Interpretation:

In the above fig., most repondents (i.e) 57, prefer to take Coca Cola , 39 Frooti, 31

Pepsi and others 23.


Analysis:

Table: On the basis of Likeness


Thumps Up 45

Coca Cola 30

Sprite 22Maaza 53

Total 150


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Table 5.2.5

Figure: On the basis of Likeness

Fig. 5.2.6

Interpretation:

In the above fig., 53 people like to take Maaza, 45 Thumps up, 30 Coca Cola and

22 Sprite.


Analysis:

Table: On the basis of characteristics

Characteristics No. of Respondents

Quality 40Taste 78

Benefit 10

To quench thirst 22Total 150


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Table 5.2.7

Figure: On the basis of characteristics

Fig. 5.2.8

Interpretation:

In the above fig., almost everyone prefers to take the beverages on th basis of

Taste, then quality, thirdly to quench thirst and lastly for its benefits


Analysis:

Table: On the basis of Sources ofBeverages

Table 5.2.9

Figure: On the basis of characteristics

Sources No. of Respondents

Advertising 100Friends 39Newspapers 01Others 10

Total 150


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Fig. 5.2.10

Interpretation:

In the above fig., consumers know about the product thru advertising that is 100

respondents, 39 thru friends, 1 thru newspapers and the rest from other means.


Analysis:

Table: On the basis of Urge( PreferMore Often)

Table 5.2.11

Figure: On the basis of Urge (PreferMore Often)


Thumps Up 43Limca 12

Fanta 12

Maaza 37Sprite 21Coca Cola 25

Total 150


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Fig. 5.2.14

Interpretation:

In the above fig., 113 respondents are satisfied with the availability offered by the

Coca Cola Company and the rest dont prefer it.


Analysis:

Table: On the basis of right condition of product

Table 5.2.15

Figure: On the basis of right condition of product

Right condition ofProduct

No. of Respondents

Yes 113

No 37Total 150


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Fig. 5.2.16

Interpretation:

In the above fig., 113 respondents find Coca Cola product in the right condition

and 37 didnt find it.


Analysis:

Table: On the basis of problem with the price tag affixed

Table 5.2.17

Figure: On the basis of problem with the price tag affixed

Problem with theprice tag affixed

No. of Respondents

Yes 64

No 51

Cant Say 35Total 150


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Fig. 5.2.18

Interpretation:

In the above fig., 64 repondents have issues regarding the price affixed by the

Company and 51 are not while the rest are in doubt.


Analysis:

Table: On the basis of factor

Table 5.2.19

Figure: On the basis of problem with the factor

Factor No. of Respondents

Person Factor 64

Advt. Factor 20

To remain Chill 50Parties 16

Total 150


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Fig. 5.2.20

Interpretation:

In the above fig., 64 repondents take beverages on the personal front while 50

others take it to remain chill while the others take it on other basis.


Analysis:

Table: On the basis of purchase quantity

Table 5.2.21

Figure: On the basis of purchase quantity

Quantity No. of Respondents

200 ml 74

300 ml 44500 ml 22

1.5 litres 10Total 150


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Fig. 5.2.24

Interpretation:

In the above fig., 95 people take it on own judgment, 24 by friends, 14 by

shopkeepers, 12 by family members and the rest five members.


Analysis:

Table: On the basis of brand switching

Table 5.2.25

Figure: On the basis of brand switching

Go for BrandSwitching?

No. of Respondents

Yes 93

No 35

Cant Say 22Total 150


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Fig. 5.2.26

Interpretation:

In the above fig., majority 93 will switch over to the other brand, 35 will not switch

over and the rest cant say anything.


A

nalysis:

Table: On the basis of awareness of promotional schemes

Table 5.2.27

Figure: On the basis of awareness of promotional schemes

Awareness ofPromotionalSchemes

No. of Respondents

Yes 95No 55

Total 150


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Fig. 5.2.28

Interpretation:

In the above fig., 95 people are aware of the promotional schemes while he rest

are not aware.


Analysis:

Table: On the basis of activation board attraction

Table 5.2.29

Figure: On the basis of activation board attraction

Go for BrandSwitching?

No. of Respondents

Yes 75No 36

Didnt Notice 39Total 150


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Fig. 5.2.30

Interpretation:

In the above fig., 75 people get attracted on account of activation boards while 36

dont get attracted and the rest 39 didnt notice it.


Analysis:

Table: On the basis of properly visualizing the visicooler

Table 5.2.31

Figure: On the basis of properly visualizing the visicooler

See Visicooler inproper order?

No. of Respondents

Absolutely 79Yes, but not always 30Hardly ever 13

Cant say, maybe 21Never 07

Total 150


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Fig. 5.2.32

Interpretation:

In the above fig., 79 see the visicooler in proper condition while the rest see it frequently, 21

are unable to say, 13 see it hardly ever while the rest 7 never see.


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CHAPTER 6

CONCLUSIONS & SUGGESTIONS

6.1 CONCLUSION



















where it operates and make profits. Coca-cola is committed to develop sustainable practices in itsown production and distribution process and extend the vision of sustainable communities to the





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The outcome of any research is the systematic and well conclusion (i.e.) what one can gain from

it. This report is truly a unique specimen of the aforementioned statement. Efforts in the form of

Survey and survey data have been collected after lot of hectic work spanning my days. So I have

done my level best in going ahead with this project and I take the honor of undertaking this

research.

After analysis & interpretation, I came to know that:

1) Most of the respondents prefer to take the beverage on the basis of taste.

2) Out of the whole lot of the Coca Cola products most of the people pref

chan final[1]

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