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"Coca-Cola Classic" redirects here. For the NCAA football game, see Coca-Cola Classic (college
football).
Coca-Cola
Type Soft drink
Manufacturer The Coca-Cola Company
Country of origin United States
Introduced 1886
Color Caramel E-150d
Flavor Cola, Cola Cherry, Cola Vanilla, Cola Green
Tea, Cola Lemon, Cola Lemon Lime, Cola
Lime, Cola Orange and Cola Raspberry.
Variants See Brand portfoliosection below
Related products Pepsi
RC Cola
Cola Turka
Zam Zam Cola
Mecca-Cola
Virgin Cola
Parsi Cola
Qibla Cola
Evoca Cola
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Corsica Cola
Breizh Cola
Afri Cola
The Las Vegas StripWorld of Coca- Colamuseum in 2003
Coca-Cola is acarbonatedsoft drink sold in stores, restaurants, and vending machines in more than 200
countries.[1] It is produced by The Coca-Cola Company ofAtlanta, Georgia, and is often referred to simply
as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944).Originally intended as a patent medicine when it was invented in the late 19th century byJohn
Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led
Coke to its dominance of the world soft-drink market throughout the 20th century.
The company produces concentrate, which is then sold to licensed Coca-Cola bottlers throughout the
world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product
in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers
then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. Such bottlers
includeCoca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and
western Europe. The Coca-Cola Company also sells concentrate forsoda fountainsto major restaurants
andfood servicedistributors.
The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name.
The most common of these is Diet Coke, with others including Caffeine-Free Coca-Cola, Diet Coke
Caffeine-Free, Coca-Cola Cherry,Coca-Cola Zero,Coca -Cola Vanilla, and special versions with lemon,
lime or coffee.
Based on Interbrand's best global brand 2011, Coca-Cola was the world's most valuable brand.[2]
Indian History
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India is home to one of the most ancient cultures in the world dating back over
5000 years.
At the beginning of the twenty-first century, twenty-six different languages were
spoken
across India, 30% of the population knew English, and greater than 40% were
illiterate. At
this time, the nation was in the midst of great transition and the dichotomy between
the old
India and the new was stark. Remnants of the caste system existed alongside the
worlds top
engineering schools and growing metropolises as the historically agricultural
economy
shifted into the services sector. In the process, India had created the worlds largest
middle
class, second only to China.
A British colony since 1769 when the East India Company gained control of all
European
trade in the nation, India gained its independence in 1947 under Mahatma Ghandi
and his
principles of non-violence and self-reliance. In the decades that followed, self-reliance was
taken to the extreme as many Indians believed that economic independence was
necessary to
be truly independent. As a result, the economy was increasingly regulated and
many sectors
were restricted to the public sector. This movement reached its peak in 1977 when
the Janta
party government came to power and Coca-Cola was thrown out of the country. In
1991, the
first generation of economic reforms was introduced and liberalization began.
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The Coca-Cola Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private Limited andre-launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign investments in 1991. Sincethen its operations have grown rapidly through a model that supports bottling operations, both company owned aswell as locally owned and includes over 7,000 Indian distributors and more than 1.3 million retailers. Today, ourbrands are the leading brands in most beverage segments. The Coca-Cola Companys brands in India include Coca-Cola, Fanta Orange, Fanta Apple, Limca, Sprite, Thums Up, Burn, Kinley, Maaza, Maaza Milky Delite, Minute Maid
Pulpy Orange, Minute Maid Nimbu Fresh and Nestea Iced tea, the Georgia Gold range of teas and coffees andVitingo (a beverage fortified with micro-nutrients).In India, the Coca-Cola system comprises of a wholly owned subsidiary of The Coca-Cola Company namely Coca-Cola India Pvt Ltd which manufactures and sells concentrate and beverage bases and powdered beverage mixes, aCompany-owned bottling entity, namely, Hindustan Coca-Cola Beverages Pvt Ltd; thirteen authorized bottlingpartners of The Coca-Cola Company, who are authorized to prepare, package, sell and distribute beverages undercertain specified trademarks of The Coca-Cola Company; and an extensive distribution system comprising of ourcustomers, distributors and retailers. Coca-Cola India Private Limited sells concentrate and beverage bases toauthorized bottlers who are authorized to use these to produce our portfolio of beverages.These authorized bottlersindependently develop local markets and distribute beverages to grocers, small retailers, supermarkets, restaurantsand numerous other businesses. In turn, these customers make our beverages available to consumers across India.The Coca-Cola Company has invested nearly USD 1.1 billion in its operations in India since its re-entry back intoIndia in 1992. The Coca-Cola system in India directly employs over 25,000 people including those on contract. Thesystem has created indirect employment for more than 1,50,000 people in related industries through its vastprocurement, supply and distribution system. We strive to ensure that our work environment is safe and inclusive and
that there are plentiful opportunities for our people in India and across the world.The beverage industry is a major driver of economic growth. A National Council of Applied Economic Research(NCAER) study on the carbonated soft-drink industry indicates that this industry has an output multiplier effect of 2.1.This means that if one unit of output of beverage is increased, the direct and indirect effect on the economy will betwice of that. In terms of employment, the NCAER study notes that an extra production of 1000 cases generates anextra employment of 410 man days.As a Company, our products are an integral part of the micro economy particularly in small towns and villages,contributing to creation of jobs and growth in GDP. Coca-Cola in India is amongst the largest domestic buyers ofcertain agricultural products.As an industry which has strong backward and forward linkages, our operations catalysis growth in demand forproducts like glass, plastic, refrigeration, transportation, and Industrial and agricultural products. Our operations alsolead to incremental growth for enterprises engaged in post production activities like merchandising, marketing andsales. In addition, we share best practices and technological advancements with our suppliers, vendors and alliedindustries which often lead to improvement in the overall standards of quality across industries.The Coca-Cola Company has always placed high value on good citizenship. Our basic proposition entails that our
Companys business should refresh the market; enrich the workplace; protect and preserve the environment; andstrengthen the community. We leverage our unique strengths to actively support and respond to local needs -- be it
the need for education, health, water or nutrition. We have used our distribution network for disaster relief, our
marketing prowess to raise awareness on issues such as PET recycling, and our presence in communities to improve
access to education and potable water. The Coca-Cola India Foundation is now taking forward in the community at
large, projects and programs of social relevance to carry forward the message of inclusive growth and development.
For more details on activities of the Coca-Cola India Foundation, please visit the website of the Coca-Cola India
Foundation,www.anandana.org .
PEPS
ICO INDIAIntroduction
:PepsiCo entered India in 1989 and in the span of a little more than a decade itbecame thecountry's largest selling soft drinks company. The Company has
invested heavily in India makingit one of the largest multinational investors. Thegroup has built an expansive beverage, snack food and exports business and to
support the operations are the group's 43 bottling plants inIndia, of which 15 arecompany owned and 28 are franchisee owned.PepsiCo stays committed to
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providing its consumers with top quality beverages. Its diverseportfolio of brandsinclude the flagship cola brand - Pepsi; Diet Pepsi; 7Up; Mirinda; MountainDew;
Slice fruit drink; Tropicana brand 100% fruit juices in various flavours;Aquafinapackaged drinking water; Gatorade plus local brands Lehar EvervessSoda, Dukes Lemonadeand Mangola.PepsiCo is also a dominant player in the
snack food segment in India. PepsiCo's snack foodcompany Frito-Lay is the leaderin the branded potato chip market. It manufactures Lay's PotatoChips; Cheetosextruded snacks, Uncle Chips; traditional namkeen snacks under the Kurkure
andLehar brands; and Quaker Oats.PepsiCo is one of the largest MNC exporters inIndia and its export business consist of threecategories - agri business,
commodities and Pepsi system sales. PepsiCo has made significantinvestmentswith the Punjab Agriculture University to develop a comprehensive agro-
technologyprogram that has helped thousands of farmers across India improve theyield of their farms andthe quality of their agricultural products. PepsiCo hasleveraged its knowledge in contractfarming to develop seaweed cultivation in
Tamil Nadu and has partnered with the Government of Punjab to help farmers ofthe state through the utilization of developed technology for citrusfarming.As part
of its sustainable development initiatives, PepsiCo India has been a committedleader inthe promotion of rain water harvesting, water conservation recycling and
the reduction of effluent discharge. PepsiCo has also established zero waste centersand PET recycling supplychains and assisted victims of natural disasters. PepsiCo
stays dedicated in its endeavor to
develop community outreach programs by supporting rural water supply schemes,
administeringmedical camps in villages, providing computers to rural schools andcreating opportunities for women in rural areas through vocational training as an
alternate means of livelihood.
History of pespi
Pepsi (stylized in lowercase as pepsi, formerly stylized in uppercase as PEPSI) is acarbonatedsoft
drink that is produced and manufactured by PepsiCo. Created and developed in 1898 and introduced as
"Brad's Drink", it was later renamed as Pepsi-Cola on June 16, 1903, then to Pepsi in 1961.
Contents
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[hide]
1 History
2 Pepsi-Cola trademark
3 Rise
4 Niche marketing
5 Marketing
5.1 Rivalry with
Coca-Cola
5.2 Slogans
5.3 Pepsiman
6 Awards and recognition
7 Variants
8 Ingredients
9 See also
10 References
11 Further reading
12 External links
History
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The pharmacy of Caleb Bradham, with a Pepsi dispenser, as portrayed in a New Bern exhibition in theHistorical Museum of
Bern.
Pepsi was first introduced as "Brad's Drink" inNew Bern, North Carolina,United States, in 1898 byCaleb
Bradham, who made it at his home where the drink was sold. It was later labeled Pepsi Cola, named after
the digestive enzyme pepsin andkola nutsused in the recipe.[2]Bradham sought to create a fountain drinkthat was delicious and would aid in digestion and boost energy.[3]
In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore to a rented warehouse. That year,
Bradham sold 7,968 gallons ofsyrup. The next year, Pepsi was sold in six-ounce bottles, and sales
increased to 19,848 gallons. In 1909, automobile race pioneerBarney Oldfield was the first celebrity to
endorse Pepsi-Cola, describing it as "A bully drink...refreshing, invigorating, a fine bracer before a race."
The advertising theme "Delicious and Healthful" was then used over the next two decades.[4] In 1926,
Pepsi received its first logo redesign since the original design of 1905. In 1929, the logo was changed
again.
In 1931, at the depth of the Great Depression, the Pepsi-Cola Company entered bankruptcy in large
part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a result ofWorld
War I. Assets were sold and Roy C. Megargel bought the Pepsi trademark.[2] Megargel was unsuccessful,
and soon Pepsi's assets were purchased byCharles Guth, the President of Loft Inc. Loft was a candy
manufacturer with retail stores that contained soda fountains. He sought to replace Coca-Cola at his
stores' fountains after Coke refused to give him a discount on syrup. Guth then had Loft's chemists
reformulate the Pepsi-Cola syrup formula.
On three separate occasions between 1922 and 1933, the Coca-Cola Company was offered the
opportunity to purchase the Pepsi-Cola company, and it declined on each occasion.[5]
Factor influence buying behavior coca cocla,pespico
Why do customers buy? What goes on inside a customer's mind before, during and after a purchase?
How do buyers choose? What are the hidden influences? How do buyers process information? Unlockingthese secrets opens the door to success.
Why buy a Coca-Cola? Is it because of thirst? Why buy Levi's jeans? Is it to avoid hypothermia, or to
conform to a social norm? Or do some brands offer other benefits - emotional benefits? Are there hidden
reasons?
Let's look at the other side. What do the advertisers promise? That Coca Cola will quench your thirst or
Levi's will keep your legs warm? Perhaps they appeal to other desires? Look at the advertisements. Try
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to summarise exactly what you think they are saying. This takes practice. Summarising advertisements is
a skill which top marketing people develop. It may give you an insight into society, its values and
aspirations; that is, if you believe that advertising reflects society.
We are not perfectly rational, sensible buyers. We do not always choose goods and services solely on
price, performance and availability. The truth is that many purchases are influenced by a whole host of
emotional reasons like esteem and image. Many of these non-rational reasons are hidden deep in oursubconscious.
In-depth research probes into the darker depths of our unconscious. Some research presents such
bizarre explanations that many marketers reject the findings. For example, Ernest Dichter's 1964
handbook of motivations suggested that men buy open-top/ convertible cars as substitute mistresses! But
even today, top companies use in-depth research techniques to discover the hidden reasons why we buy
or don't buy.
Common sense observation also provides useful insights into the minds of buyers.
Research helps find the real reasons why we buy what we buy. This requires time, money and expertise.
Surprisingly many other organisations don't really know exactly why their customers buy or don't buy from
them. Yet understanding customers is at the heart of marketing.Once the reasons why people buy or don't buy are discovered, the marketing mix can be changed to suit
the buyer's needs and wants.
Buyer behaviour involves both simple and complex mental processes. Marketers cannot capture human
nature in its entirety but we can learn a lot about customers through research, observation and thinking.
Here's Professor Theodore Levitt:
I think it is a process of trying to think your way through why people behave in certain ways. Or if not why,
then what that behaviour is likely to be given certain kinds of products, certain kinds of... just stop to think.
Consumers are the end users of goods and services while a group of customers who purchase
goods for inputs example organisations and businesses are referred to as customers. We will focus
on the main factors that influence customer buying behaviour and we will focus on the economic,
social and physiological perspectives.
The economic perspective of customer behaviour focuses on the price of products, advertisement
and also the income levels of buyers, the sociological point of view focuses on reference groups and
culture and finally the psychological perspective focuses on the decision making process and
motivation theory.
PRICE:
A fall in the price of a product will result to an increase in the quantity of a product purchased,
however these depends on the price elasticity of a product. If a product is price elastic and thismeans that the price elasticity of the good is more than one, then the products demand will rise at a
greater proportion than the rise in price. If the price elasticity of a product is less than one then the
demand for the product will not rise at a greater proportion than the price.
The price of substitutes also play a major role in determining the consumers purchasing behaviour,
in a situation where a substitute of a product is less expensive, then the consumer will purchase the
substitute. under the price of a product we will also consider the risk associated with buying a certain
product, the more expensive a product is the higher the risk and the higher the consequences of
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making the wrong decision, buyers will also consider the scrap value of and mostly this is associated
with vehicle and machinery product, products with very high prices and low scrap value will be less
preferred.
Another consideration is the price of the complimentary good, if the price of the complementary good
is high then a consumer will be less likely to purchase the product, a good example is petroleum
products and vehicles, if the price of petroleum products is too high then the consumer will less belikely to purchase a vehicle, this can associated with the running cost of the product to be purchased
will be high and therefore a rational consumer will not purchase the product with high running cost.
Future expectations about changes in prices will also influence the buying decisions of consumers, if
consumers expect a rise in price in the future for a certain product then they will tend to purchase
that good in large quantities to avoid high prices of the product in the future. Therefore the price of a
product is a factor that influences the consumer buying decision, the consumer will purchase goods
rationally to optimise on his real income and also maximise his utility, prices of substitute and
complementary goods play a role in consumers decision making on what to buy and in what
quantity.
INCOME:
Income is also another major factor that influence the buying decisions of consumers, the
consumers disposable income play a major role in determining what to buy and in what quantities,
however this depends on the income elasticity of a certain product, if the consumers disposable
income increases and that the income elasticity of demand for that good is greater than one then the
proportional rise in the demand for that product is greater than the rise in income levels.
Certain goods also will be purchased by high income earners, for example high income earners will
tend to purchase expensive luxurious goods while low income earners will purchase cheap goods;
however there is need to consider the type of good that is produced such as giffen goods whose
demand decreases as the income levels rise. Therefore we can conclude that income levels do
influence the purchasing decision of consumers.
AVAILABILITY OF CREDIT FACILITIES:
The availability of credit facilities means that a consumer can purchase products on credit basis;
therefore the consumer can still afford to purchase very expensive products despite his or her low
income. The existence of credit facilities will influence the customers buying decision and also
influences impulse buying in that the consumer will purchase goods on credit without having to
consider his low income or financial constraints.
REFERENCE GROUPS:
Reference groups are those groups used by individuals as a point of reference for their ownjudgement, values and behaviour. The reference group shapes the taste and preference of an
individual, however this depends on the level of conformity to the group where the level of conformity
varies from one individual to another, the level of conformity depends on the degree of dependence
to the group, benefits yielded by an individual from the group when they conform and finally the
sanctions that arise as a result of non conformity to the group. Therefore the reference groups that
include religious groups, the family and the peer groups are major determinants of the buying
decision making of an individual in the group.
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NEED SATISFACTION:
We will focus on the Maslow's theory of motivation, this theory suggest that human beings seek to
satisfy lower needs and then the higher needs, he hieratically arranged human needs from low
needs to higher needs as follows:
Physiological needs- this include the basic needs such as food and shelterSafety- this include shelter and the needs to protect one from danger
Affection- these are the needs for one to belong to certain groups or family
Self esteem- these are the needs for recognition and dignity
Self actualisation- these are the needs to realise our full potential
Depending on the type of need a product is designed to satisfy it highly influences the consumers
decision, consumers will tend to satisfy the lower needs then move on to the next level of needs.
The motivational theory is a break through to the explanation of decisions made by consumers
regarding satisfaction of need of certain products, however certain products are designed to satisfy
more than one need example food may be designed to satisfy a physiological need and at the same
time a social or recreational need.
TECHNICAL ASPECT:
Under the technical criteria consumers will make buying decisions depending on the performance
which will be evaluated depending on the reliability, durability, comfort and convenience of the
product. Products that posses the above properties will be more likely to be purchased by
consumers compared to other products with lesser properties mentioned.
EMOTIONAL ATTATCHMENT:
Certain products evoke such feelings such as fun, pride and pleasure, when consumers attach
certain emotions to a product then this will influence their buying decisions, a good example is the
rejection of the new coca cola brand in 1985 despite its preferred taste people still preferred the oldbrand because they had already certain attached emotions to the old brand.
ADVERTISEMENT:
Advertisements also act as an influence to the buyer's decision to buy; adverts are means by which
the availability and the quality of products are notified to consumers. Also they act as ways in which
confidentiality is increased to the buyers of a product, a good example is where vehicle
manufacturing firms continue to advertise products and owners of such products will always check
these adverts for the reassurance of the quality of the products they already bought.
Therefore adverts are a major influencing factor to buyers when they decide what to buy, they are
persuasive in nature and also they provide information about a product including quality, offers andprice cuts, availability of a product and the price of the product and this aids the consumers to make
quick decisions about purchasing a product. The adverts also aid in building brand preferences and
loyalty through their constant and consistent campaigns.
CONCLUSION:
Consumer buying decisions will in most cases be influenced by the prices, income, and availability of
credit facilities, emotional attachment, need satisfaction, technical factors and advertisements. When
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products prices are low the more the consumer is influenced to buy the product, however the
influence of price depends on the price elasticity.
Income also plays a major role in determining the consumer's decision on buying, the higher the
disposable income the more the quantity of products a consumer will buy, this however depends on
the income elasticity of the product, however there need to distinguish the type of good because
some goods are less demanded as income rises.Under the need satisfaction we consider the Maslow's motivation theory where consumers will first
satisfy the lower needs before moving on to higher needs. Advertisements also pay a major role in
shaping the preferences of consumers in that they persuade buyers to buy certain products, they
inform consumers on the availability of certain products, quality and also help build brand loyalty.
All this factors contribute to the decisions consumers make when deciding on what to buy, therefore
consumer's decisions depend upon so many factors which must be taken into consideration by firms
when undertaking market research in order to increase their sales volumes to attain higher profits.
Target market
I believe that my Coca Cola is aimed more at teenagers than any other age group. I also think it is
aimed at male and female teens because it is seen as a hip, cool drink. I think this because it is mainly
promoted on the television which is mostly watched by teenagers rather than older people. It is sold
all around so that everyone can buy it but not many older people will because they usually prefer soft
drinks or squash.
It is set at a reasonable price of 97p for a 500ml bottle so that teens can afford it with their part-time
jobs and/or pocket money. I do not believe it is for older women as now a day's more women are
worried about their weight and how much sleep they get so they will probably be more likely to have
Diet Coca Cola or Caffeine Free Coca Cola in order to maintain their healthy, balanced lifestyle. The
packaging of Coca Cola is Red and White, both of these colours can be associated with both girls and
boys, showing that it appeals to both sexes. As Coca Cola sponsors a football league which obviously
is sports it can also show that it is aimed at younger people because they are the people that
generally like sports and have it as a hobby, helping to define a target market.
However it could also be aimed at families because it is very unlikely that a child would walk into a
supermarket and buy a 2l bottle of Coca Cola and drink it all themselves. There are lots of offers
surrounding Coca Cola such as buy on get one free and the recent buy two bottles of 2l Coca Cola and
receive a free Coca Cola glass worth 97p. This would encourage families who go for their weekly shop
to buy it because they feel that they are getting value for their money and will continue to buy Coca
Cola even if there is no offer on it. This will develop stronger customer loyalty with Coca Cola whilst
also bringing in a larger profit. Also you see Coca Cola in many different languages and different styles
so that they can appeal to all different nationalities such as French, Chinese and many other
countries.