neha pandey pro

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PREFACE

This project report is on the MARKETING STRATEGY OF

COCA-COLA.

Theories can be read but the perform it in the real life is different

experience will together. Management courses are designed to produce

future managers and unless you have practical knowledge the theoretical

knowledge is not implicated. Hence this project is to give us the practical

way of knowing how market behaves and reacts.

This is also in part fulfillment of BBA Degree.

NEHA PANDEY

BBA IVthSemester


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Preparing a project of this nature is an arduous task and I was

fortunate enough to get support from a large number of persons I wish to

express my deep sense of gratitude to all those who generously helped in

successful completion of this report by sharing their invaluable time and

knowledge.

It is my proud and privilege to express my deep regards to respected

Principal Sir Dr. J.P.N. Pandey, Head of Department Dr Anand Tiwari, Mrs.

Shikha Urmil Khan and Mr. Shailendra Patel Department of BusinessManagement , Govt. Autonomous Girls P.G. College of Excellence, Sagar,

for allowing me to undertake this project.

I feel extremely exhilarated to have completed this project under the

able and inspiring guidance of Mrs. Shikha Urmil Khan . She rendered me

all possible help and guidance while reviewing the manuscript in finalising

the report.I also extend my deep regards to my teachers, family members, friends

and all those whose encouragement has infused courage in me to complete

the work successfully.

NEHA PANDEY

B.B.A.IVthSemester


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I declare that the project report titledMARKETING STRATEGY OF

COCA-COLA. to prepare the marketing strategy and Advertisement is

my own work conducted under the supervision of Mrs. Shikha Urmil Khan,

Department of Business Management Govt. Girls P.G. College of Excellent,

Sagar. To the best of my knowledge the report does not contain any work

which has been submitted for the award of any degree, anywhere.

Name : NEHA PANDEY

B.B.A.IVthSemester


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The Project report titled" MARKETING STRATEGY OF COCA-

COLA"has been prepared the marketing strategy and advertisement by

Miss. NEHA PANDEY student of B.B.A. IVthSemester under the

guidance and supervision ofMrs.Shikha urmil khanfor the fulfillment

of the Degree of B.B.A.

Signature of the

Supervisor

Signature of the Head

of the Department

Signature of the

Examiner

INTRODUCTION

Coca Cola came back to Indiaafter 16 years when it was


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launched on October 24, 1993, atAgra. The Godrej group,Great Eastern Shipping and the Britannia Industries Ltd,ledbyRajanPillai, initially wooed Coca-Cola. In March

1991, it signed an MOU with BIL andthChandrasekhargovernment accepted this proposal. But relationshipbetween the twocompanies turned sour over the export-oriented clause and finally on June 23, 1993, Coca-Colagot the permission to enter the country with a 100 per centunit in India. OnSeptember 22, 1993, the company boughtout the Parle brands. The Coca-Cola Company is an

American multinational beverage corporation andmanufacturer, retailer and marketer of non-alcoholicbeverage concentrates and syrups. The company is bestknown for its flagship product Coca-Cola, invented in1886 by pharmacistJohn Stith Pemberton in Columbus,Georgia The Coca-Cola formula and brand was bought in

1889 by Asa Candler who incorporated The Coca-ColaCompany in 1892. Besides its namesake Coca-Colabeverage, Coca-Cola currently offers more than 500brands in over 200 countries or territories and serves over1.7 billion servings each day.The company operates a

franchiseddistribution system dating from 1889 where TheCoca-Cola Company only produces syrup concentrate

which is then sold to various bottlers throughout the worldwho hold an exclusive territory. The Coca-Cola Companyowns its anchor bottler in NorthAmerica,Coca-Cola

Refreshments. The Coca-Cola Company is headquarteredin Atlanta,Georgia, United States. Its stock is listed on the
http://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/John_Stith_Pembertonhttp://en.wikipedia.org/wiki/Columbus,_Georgiahttp://en.wikipedia.org/wiki/Columbus,_Georgiahttp://en.wikipedia.org/wiki/Asa_Candlerhttp://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Bottler_(company)http://en.wikipedia.org/wiki/Anchor_bottlerhttp://en.wikipedia.org/wiki/Atlantahttp://en.wikipedia.org/wiki/Georgia_(U.S._state)http://en.wikipedia.org/wiki/Georgia_(U.S._state)http://en.wikipedia.org/wiki/Atlantahttp://en.wikipedia.org/wiki/Anchor_bottlerhttp://en.wikipedia.org/wiki/Bottler_(company)http://en.wikipedia.org/wiki/Franchisinghttp://en.wikipedia.org/wiki/Asa_Candlerhttp://en.wikipedia.org/wiki/Columbus,_Georgiahttp://en.wikipedia.org/wiki/Columbus,_Georgiahttp://en.wikipedia.org/wiki/John_Stith_Pembertonhttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Syruphttp://en.wikipedia.org/wiki/Multinational_corporation


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NYSE and is part ofDJIA, S&P 500 Index, the Russell1000 Index and the Russell 1000 Growth Stock Index. Itscurrent chairman and chief executive isMuhtar Kent. The

company has a long history of acquisitions. Coca-ColaacquiredMinute Maid in 1960 the Indian cola brandThums Up in 1993 andBarq's in 1995 In 2001, it acquiredthe Odwalla brand of fruit juices, smoothies and bars for$181 million. In 2007, it acquired Fuze Beverage from

founder Lance Collins and Castanea Partners for anestimated $250 million The company's 2009 bid to buy aChinese juice maker ended when China rejected its$4.2 billion bid for the Huiyuan Juice Group on thegrounds that it would be a virtual monopoly. Nationalismwas also thought to be a reason for aborting the deal In1982 Coca-Cola made its only non-beverage acquisition,when it purchasedColumbia Pictures for $692 million. It

sold the movie studio to Sonyfor $1.5 billion in 1989. AfterDr. MartinLuther King, Jr. won the 1964 Nobel PeacePrize, plans for an interracial celebration in still-segregated Atlanta were not initially well supported by thecity's business elite until Coca-Cola intervened. J. Paul

Austin, the chairman and CEO of Coca-Cola, and MayorIvan Allen summoned key Atlanta business leaders to the

Commerce Club's eighteenth floor dining room, whereAustin told them flatly, 'It is embarrassing for Coca-Colato be located in a city that refuses to honor its Nobel Prizewinner. We are an international business. The Coca-ColaCo. does not need Atlanta. You all need to decide whether
http://en.wikipedia.org/wiki/New_York_Stock_Exchangehttp://en.wikipedia.org/wiki/Dow_Jones_Industrial_Averagehttp://en.wikipedia.org/wiki/S%26P_500_Indexhttp://en.wikipedia.org/wiki/Russell_1000_Indexhttp://en.wikipedia.org/wiki/Russell_1000_Indexhttp://en.wikipedia.org/wiki/Muhtar_Kenthttp://en.wikipedia.org/wiki/Minute_Maidhttp://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/Barq%27shttp://en.wikipedia.org/wiki/Odwallahttp://en.wikipedia.org/wiki/Fuze_Beveragehttp://en.wikipedia.org/wiki/Huiyuan_Juice_Grouphttp://en.wikipedia.org/wiki/Columbia_Pictureshttp://en.wikipedia.org/wiki/Sonyhttp://en.wikipedia.org/wiki/MLKhttp://en.wikipedia.org/wiki/J._Paul_Austinhttp://en.wikipedia.org/wiki/J._Paul_Austinhttp://en.wikipedia.org/wiki/J._Paul_Austinhttp://en.wikipedia.org/wiki/J._Paul_Austinhttp://en.wikipedia.org/wiki/MLKhttp://en.wikipedia.org/wiki/Sonyhttp://en.wikipedia.org/wiki/Columbia_Pictureshttp://en.wikipedia.org/wiki/Huiyuan_Juice_Grouphttp://en.wikipedia.org/wiki/Fuze_Beveragehttp://en.wikipedia.org/wiki/Odwallahttp://en.wikipedia.org/wiki/Barq%27shttp://en.wikipedia.org/wiki/Thums_Uphttp://en.wikipedia.org/wiki/Minute_Maidhttp://en.wikipedia.org/wiki/Muhtar_Kenthttp://en.wikipedia.org/wiki/Russell_1000_Indexhttp://en.wikipedia.org/wiki/Russell_1000_Indexhttp://en.wikipedia.org/wiki/S%26P_500_Indexhttp://en.wikipedia.org/wiki/Dow_Jones_Industrial_Averagehttp://en.wikipedia.org/wiki/New_York_Stock_Exchange


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Atlanta needs the Coca-Cola Co.' Within two hours of theend of that meeting, every ticket to the dinner was sold.The Coca-Cola Company's Minute Maid group North

America offices in Sugar Land Town Square,Sugar Land,Texas, United States.According to the 2005 Annual Report,the company sells beverage products in more than 200countries. The report further states that of the more than50 billion beverage servings of all types consumedworldwide every day, beverages bearing the trademarksowned by or licensed to Coca-Cola account forapproximately 1.5 billion (the latest figure in 2010 showsthat now they serve 1.6 billion drinks every day). Of these,beverages bearing the trademark "Coca-Cola" or "Coke"accounted for approximately 78% of the company's totalgallon sales.

HISTORY

Coca-Cola, started out as an

insignificant one-man business andover the last one hundredand ten years

has grown into one of the largest

companies in the world. Dr.

JohnPemberton, an Atlanta pharmacist,
http://en.wikipedia.org/wiki/Sugar_Land_Town_Squarehttp://en.wikipedia.org/wiki/Sugar_Land,_Texashttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Coca-Colahttp://en.wikipedia.org/wiki/Sugar_Land,_Texashttp://en.wikipedia.org/wiki/Sugar_Land_Town_Square


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invented Coca-Cola. He concocted the formula in athree-

legged brass kettle in his backyard on May 8, 1886. He

mixed a combination of lime,cinnamon, coca leaves, and

the seeds of a Brazilian shrub to make the fabulousbeverage.Coca-Cola debuted in Atlanta's largest pharmacy,

Jacob's Pharmacy, as a five-cent non-carbonated beverage.

Later on, the carbonated water was added to the syrup to

make thebeverage that we know today as Coca-Cola.In the

mid-1970, more than half Coca-Colasold was outside of

the U.S. Coca-Cola products outsell closest competitor by

more thantwo to one. One in every two cola and one in

every three soft drinks is a Coca-Colaproduct. The best-

known trademark in the world is sold in about one hundred

and fortycountries to 5.8 billion people in eighty different

languages. This is why Coca-Cola is thelargest soft drink

company in the world. For more than 65 years, Coca-Cola

has been a sponsor of the Olympics.Advertisements forCoca Cola started on the radio in the 1930sand on the

television in 1950. Currently Coca-Cola is advertised on

over five hundred TVchannels around the world. For more

than a century, Coke has consistently delivered the simple

promise of Coca-Cola. This has enabled Coke to sustain

a long track record of growth. Amidst all the yearsof

success, the most pivotal moments in Cokes history camewhen they had to changetheir business dramatically. They

had to do this to meet new challenges of the

evolvingworld. But each time, Cokes predecessors

sustained growth momentum because of threeconsistent


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factors:The Company remained focus on the basic promise

of Coca-Cola, which has not onlyendured, but also indeed

carried Coke. Coca-Cola has been Cokes consistent

themethroughout the 115-year history.Working with strongideals, always striving to behave in ways consistent with

the branditself.Cokes leaders had the vision, foresight and

the courage to innovate and adapt themechanics of

business to be enabled to thrive within the business

conditions of eachparticular.The company left India in

1977 after the newly elected Janaty Party Government

came topower at the Centre for the first time. They asked

the company to divest 60 % of itsbusiness and divulge its

secret Coca-Cola formula. Coke preferred to quit rather

than diluteits equity to 40 per cent in compliance with the

provisions of FERA.

Born in the Carolinas in 1898, Cola has a long and rich

history. The drink is theinvention of Caleb Bradham (left),a pharmacist and drugstore owner in New Bern,

NorthCarolina.The summer of 1898, as usual, was hot and

humid in New Bern, North Carolina. So ayoung.pharmacist

named Caleb Bradham began experimenting with

combinations of spices, juices, and syrups trying to create a

refreshing new drink to serve his customers. Hesucceeded

beyond all expectations because he invented the beverageknown around theworld as Cola.Caleb Bradham knew that

to keep people returning to his pharmacy, he would have to

turnit into a gathering place. He did so by concocting his

own special beverage, a soft drink.His creation, a unique


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mixture of kola nut extract, vanilla and rareoils, became so

popularhis customers named it "Brad's Drink." Caleb

decided to rename it "Cola," andadvertised his new soft

drink. People responded, and sales of Cola started togrow,convincing him that he should form a company to

market the new beverage.In 1902, he launched the Cola

Company in the back room of his pharmacy, andapplied to

the U.S. Patent Office for a trademark. At first, he mixed

the syrup himself andsold it exclusively through soda

fountains. But soon Caleb recognized that a greater

opportunity existed to bottle coca cola so that people could

drink it anywhere.The business began to grow, and on June

16, 1903, "Cola" was officially registeredwith the U.S.

Patent Office. That year, Caleb sold 7,968 gallons of syrup,

using the themeline "Exhilarating, Invigorating, Aids

Digestion." He also began awarding franchises tobottle

coca to independent investors, whose number grew fromjust two in 1905, in thecities of Charlotte and Durham,

North Carolina, to 15 the following year, and 40 by

1907.By the end of 1910, there were Cola franchises in 24

states.Cola's first bottling line resulted from some less-

than-sophisticated engineering inthe back room of Caleb's

pharmacy. Building a strong franchise system was one of

Caleb'sgreatest achievements. Local Cola bottlers,entrepreneurial in spirit and dedicated tothe product's

success, provided a sturdy foundation. They were the

cornerstones of the Cola enterprise. By 1907, the new

company was selling more than 100,000 gallonsof syrup


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per year.Growth was phenomenal, and in 1909 Caleb

erected a headquarters so spectacular that thetown of New

Bern pictured it on a postcard. Famous racing car driver

Barney Oldfieldendorsed Pepsi in newspaper ads as "Abully drink...refreshing, invigorating, a fine bracerbefore a

race."The previous year, Pepsi had been one of the first

companies in the United States to switchfrom horse-drawn

transport to motor vehicles, and Caleb's business expertise

capturedwidespread attention. He was even mentioned as a

possible candidate for Governor. A1913 editorial in the

Greensboro Patriot praised him for his "keen and energetic

businesssense."Cola enjoyed 17 unbroken years of success.

Caleb now promoted sales withthe slogan, "Drink Cola. It

will satisfy you." Then came World War I, and the cost

of doing business increased drastically. Sugar prices see

sawed between record highs anddisastrous lows, and so did

the price of producing Cola.After seventeen years ofsuccess, Caleb Bradham lost Pepsi Cola. He had gambled

on thefluctuations of sugar prices during WORLD WAR I,

believing that sugar prices wouldcontinue to rise but they

fell instead leaving Caleb Bradham with an overpriced

sugar inventory. Cola went bankrupt in 1923.In 1931, the

Loft Candy Company Loftpresident, Charles G. Guth who

reformulated the popular soft drink, bought Cola.In 1940,history was made when the first advertising jingle was

broadcast nationally. The jingle was "Nickel Nickel" an

advertisement for i Cola that referred to the price of Pepsi

and the quantity for that price. "Nickel Nickel" became a


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hit record and was recordedinto fifty-five languages.In

1965 Pepsi-cola company and Frito-Lay, Inc. merged

which result in the formation of today know Coca cola,

Inc. These two soft drink companies (Coca cola ) acquirethe major share of the softdrink Industry and always

remain in the war to get the majority of market share with

eachother. These companies always be pioneer in using

various innovative technology andmethod to become the

market leader. These companies present the world new

innovativeways of doing the marketing and how take

advantage of various opportunities and how touse your

strength in a better way.In India currently colas

(carbonated soft drinks) products comprises 61% and non-

colasegment constitutes 36% of the total soft drink market

whereas 2% is covered under othervarious drinks like

apple juice, cold coffee, cold tea etc. As in India, around

120 billion litres of beverage is consumed every year, ofwhich only 5percent are in packaged segment and also if

we compare per head consumption of softdrink in India to

America it is 6 is to 700. So looking at these aspects we

can say that thereis lot of scope for these two soft drink

giant in India to expand their market as the stakesare huge

in Indian market.


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COMPANY PROFILE

The Coca-Cola Company has morethan 2800 products in over 200countries. From IncaKola, a

sparkling beverage found in Northand South America, and Samurai,energy drink available in Asia; toVita, an African juice drink, and

BonAqua, water found onfourcontinents, their product variety

spans the globeThe various products of Coca-Colaavailable in India are:

Coca-Cola: Coca-Cola is the most popular and biggest-selling soft drink in history, as wellas the best-known


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product in the world.Available in the following flavors:Cola, Cola Green Tea, Cola Lemon, Cola Lemon

Lime,Cola Lime, Cola Orange and Cola Raspberry.

Diet Coke: Diet Coke was born in 1982. Diet Coke is thedrink for people who want nocalories, but plenty of taste.Known as Coca-Cola light in some countries, it's now the

No.3 soft drink in the world.Available in the followingflavors: Black Cherry Cola Vanilla, Cola, Cola Green Tea,ColaLemon, Cola Lemon Lime, Cola Lime, Cola Orangeand Cola Raspberry.Fanta:Fanta was introduced in the United States in 1960.Consumers around the world,particularly teens, fondlyassociate Fanta with happiness and special times with

friends andfamily. This positive imagery is driven by thebrand's fun, playful personality, which goeshand in handwith its bright color, bold fruit taste and tingly

carbonation.Kinley: Kinley is a carbonated water that comes in widearray of variants such as tonic,bitter lemon, club soda anda myriad of fruit flavors.Available in the following flavors:

Apple Peach, Bitter Grapefruit, Bitter Herbal,BitterLemon, Bitter Water, Blueberry Pomegranate, ClubSoda, Ginger Ale, Lemon andRaspberry.

Limca: This thirst-quenching beverage features a fresh,light lemon-lime taste and fun-loving attitude. It's ahomegrown, national treasure in India, that is acquired bythe Coca-Cola Company in 1993. Limca continues to builda loyal following among young adults


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who love the lighthearted way it complements the bestmoments of their lives. This drink isavailable in lemon

flavor.

Sprite: Introduced in 1961, Sprite is the world's leadinglemon-lime flavored soft drink.Sprite is sold in more than190 countries and ranks as the No. 4 soft drink worldwide,witha strong appeal to young people. Millions of peopleenjoy Sprite because of its crisp, cleantaste that reallyquenches your thirst. But Sprite also has an honest,straightforward attitudethat sets it apart from other softdrinks. Sprite encourages you to be true to who you areandto obey your thirst.

Available in the following flavors: Bitter Lemon CitrusGrapefruit, Citrus, Lemon andLemon LimePepsi has been bringing fun and refreshment to consumers

for over 100 years. From itshumble beginnings over a

century ago, Pepsi-Cola has grown to become one of thebest-known, most-loved products throughout the world.Today, the company continues toinnovate, creating new

products, new flavors and new packages in varying shapesand sizesto meet the growing demand for convenience andhealthier choices.The various product of Pepsi available in

India are:

Pepsi: Pepsi is the most saleable product of PepsiCo. It ispopular in the youngergeneration all around the world.Diet Pepsi:With its light, crisp taste, Diet Pepsi gives youall the refreshment you need -with zero sugar, zerocalories and zero carbs, Light, Crisp, refreshing.


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Mirinda: Mirinda was originally produced in Spain.Mirinda is a brand of soft drink available in fruit varietiesincluding orange, grapefruit, and apple, strawberry,

pineapple,banana, and passionfruit and grape flavors. Theorange flavor of Mirinda represents themajority of

Mirinda sales worldwide.7up: 7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink. The rights to thebrand are held by

Dr Pepper Snapple Group in the United States, andPepsiCo (or itslicensees) in the rest of the world.

Mountain Dew: Mountain Dew (also known as Mtn Dewas of late 2008) is a soft drink distributed andmanufactured by PepsiCo. Mountain Dew (and its energydrink counterpartknown as AMP) often incurs thedisapproval of health experts due to its relativelyhighcaffeine content for a soft drink or energy drink.

Pepsi Blue: Pepsi Blue is a berry-flavored soft drinkproduced by PepsiCo. It was launchedin India near thecricket world cup to associated the Pepsi with the Indian

people as Blue isofficial colour of Indian cricket team. Theflavor of Pepsi Blue was thought by drinkers tobe similarto cotton candy with a berry-like aftertaste (it resembledthat of blueberries orraspberries).

Slice: Slice is a line of fruit-flavored soft drinksmanufactured by PepsiCo and introducedin 1984.Varieties of Slice have included Apple, Fruit Punch,Grape, Passion fruit, Peach,Mandarin Orange,Pineapple,


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Strawberry, Cherry Cola, "Red", Cherry-Lime, and DrSlice.

BOARD MAMBER

1. Mr. Kent joined

Muhtar Kent is Chairman of the Board and ChiefExecutive Officer of The Coca-ColaCompany. Mr. Kent joined The Coca-Cola Company in Atlanta in 1978,holding a variety of marketing andoperations leadership positions over

the course of his career. In 1985, hebecame General Manager of Coca-Cola Turkey and Central Asia.

Beginning in 1989, he served asPresident of the Company's East


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Central Europe Division and Senior Vice President ofCoca-Cola International, with responsibility for 23countries. In 1995, Mr. Kent was named Managing

Director of Coca-Cola Amatil-Europe, covering bottlingoperations in 12 countries. In 1999, he became Presidentand CEO of the Efes Beverage Group, a diversifiedbeverage company with Coca-Cola and beer operationsacross Southeast Europe, Turkey and Central Asia. Mr.Kent returned to The Coca-Cola Company in 2005 asPresident and Chief Operating Officer of the Company's

North Asia, Eurasia and Middle East Group, anorganization serving a broad and diverse region thatincluded China, Japan and Russia. Less than a year later,he became President of Coca-Cola International, leadingall of the Company's operations outside North America,until his appointment in December 2006 as President and

Chief Operating Officer of The Coca-Cola Company,overseeing all operations of the business. Mr. Kent becameChief Executive Officer of the Company on July 1, 2008,and Chairman of the Board of Directors on April 23, 2009.

Mr. Kent holds a Bachelor of Science degree in Economicsfrom the University of Hull in England and a Master ofScience degree in Administrative Sciences from Cass

Business School, City University London. Active in theglobal business community, Mr. Kent is co-chair of TheConsumer Goods Forum, a fellow of the Foreign Policy

Association, and a member of the Business Roundtable. Heis also Chairman of both the U.S.-China Business Council


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and the U.S.-ASEAN Business Council. He serves on theboards of Special Olympics International, Ronald

McDonald House Charities, and Emory University.

2. George A. David

Mr. David, Chairman of the Board of Directors of Coca-Cola Hellenic Bottling Company S.A., graduated from theUniversity of Edinburgh in 1959. He began his career thatsame year with the group of companies controlled by his

uncle A.G. Leventis in Nigeria. Today, he holds a positionon the Board of Directors of Petros Petropoulos AVEE,Titan Cement Co. S.A. and AXA Insurance S.A. He is aTrustee of the A.G. Leventis Foundation and a member ofthe boards of the Hellenic Institute of Defence and ForeignPolicy (ELIAMEP) and the Centre for Asia MinorStudies.In 2009, Mr. David was appointed Member of the

Order of the British Empire for his services to UK-Greekrelations in the field of education. He was also appointed

Member of the Order of the Federal Republic of Nigeria(MFR) for his special and outstanding service to thebenefit and progress of the Nigerian nation.

3. Dimitris Lois

Mr. Lois started his career in 1988 at Grecian MagnesiteS.A., where he held various managerial posts includingthat of Business Development Manager. He holds a Masterof Science in Chemical Engineering from Northeastern


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University and a Bachelor of Science in ChemicalEngineering from Illinois Institute of Technology.Prior tohis appointment to Coca-Cola Hellenic, he served as

Managing Director of Frigoglass S.A. He joinedFrigoglass S.A. in 1997, as the General Manager of theSTIND S.A. glass plant in Bulgaria. He later becameCountry Manager for Bulgaria. In 2000, he was appointedCommercial Refrigeration Director and in 2001, following

Frigoglass S.A.s acquisition of the Norcool Group and

Husky, he was appointed Director of the newly createdcool division. He was appointed Managing Director of

Frigoglass S.A. in August 2003. Mr. Lois joined Coca-ColaHellenic in June 2007 as Executive Advisor to theManaging Director. In August 2007, he was appointedRegional Director responsible for our operations inRomania, Greece, Nigeria, Bulgaria, Cyprus and Moldova

and in August 2009 he became Chief Operating Officer forCoca-Cola Hellenic.


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MARKETING STRATEG OF COCA-

COLA

A market segment consists of agroup of customers who sharea similar set of needsandwants. Rather than creatingthe segment the marketers task

is to identify them anddecidewhich one to target.

Leading soft drink companiesCoca-Cola follow thesimilarsegmentation strategy

for target marketing.MASS MARKETING-However in some of its popularproduct both the companies follow the massmarketingstrategy. In this type of segmentation, companiestarget the whole market and not anyparticular segment ofthe population.


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TARGETEDMARKETING-Although the targeted groupof the company is the whole population, they want toearnmore revenue from a segment than their other revenue

generator sources. For this, theyrecognize following basesfor segmentationREGION-Both companies treat hot countries such as Asia,

Middle East and Africandifferently incomparison to coldcountries. As in tropicalcountries, consumption of softdrinks is 70%in summer and 30%in winter season while in

EUROPEAN countries itsconsumption isalmost uniform. Sosoft drink companies preferdifferent marketing strategies in

Asian andEuropean countries. Incountries like India and Pakistan,these companies investhugeresources in the season of

summers, and their target area is domestic users,restaurants,school and college canteens and even ruralchaupals. While in winter season their target ismainly

party users and high-income group consumers.Coca-Cola Company is one of the first global majors tohave spotted the potential spin offsfrom the countrys rural

market. Population of Rural sector is more conscious moreaboutthe price whereas Population of Urban sector is


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more conscious about the quality andbrand name of theproduct. so Coca cola and PepsiCo in Year 2002 bring the200 ml bottleat Rs.5 specifically targeted at the rural

sector so that soft drink can take place of the localdrinklike lemon, sugarcane juice and Tea etc.Both thecompanies Coca-Cola and PepsiCo have adopted differentmarketing strategy forrural and urban areas

AGE-India is considered to be a young country i.e.average age of Indian population is less 38years. Thustargeting young generation can be a beneficial marketingstrategy for soft drink companies. In fact this is the case,all the major brands like Pepsi, coca cola, and thumpsup,mainly target younger generation in India. In Europe, asaverage population is olderthan Asian countries, Cocacola targeted the older generation of the population.Similarlyin USA, Pepsi targeted the generation X (younger

generation) as they comprises majorityof the populationand they positioned Pepsi in the mind of youth that Pepsi isfor the youth.

GENDER-Gender based segmentation is very important.As taste of male and female is different.Lets take the

example of coca cola, thumps up is promoted as masculinesoft drinks whilecoca cola and Fanta are having light taste

and mainly targeted for loving birds, ladies, andchildren.Same example is available in Pepsi, mirinda orange

flavor is popular amongladies, girls, and children.


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The main objective of project is to prepare the

marketing strategy and Advertising of COCA COLA are as

under :-

To know availability and durability of the product andservices of coca cola .

To know whether products are feasible. To know about best quality of coca cola . To know about very good services of coca cola .


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As said a basic research was conducted at the

company to enables the company to assess how far

the customers are satisfied with product and

services of Coca cola .During the course of the

study the following limitations were observed:

(a) The method will be unsuitable if the number ofpersons to be surveyed is very less as it will be

difficult to draw logical conclusions regarding the

satisfaction level of customers.

(b) Interpretation of data may very from individualdepending on the individual understanding the

product features and services of the company .

(c) The method lacks flexibility.In case of inadequate onincomplete information the result may deviate.


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(d) It is very difficult to check the accuracy of theinformation provided.

(e) Since all the products and services are not widelyused by all the customers it is difficult to draw

realistic conclusions based on the survey.


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SUGGESTIONS

The following suggestions are offered to the Coca

cola :-

1. As the coca cola thus company should launcheffective promotional.

2. Wide advertisement showing utility of their productand features of their product should be made.

3. Company may offer gifts scheme from time to timeso that he product may attract the masses.

4. The company should lower the price5. The company should come up with attractive

advertising plants.

6. The company should improve its distributionnetwork.


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7. The company should also think and implement somepublic relation programme.


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1. Customer's priority is on the price, mileage, and lookwhile purhasing coca cola . They are not much

affected y promotional programs.

2. Dealers expect some promotional schemes/ offersfrom the company.

3. There are many promotional offers available to thecustomers like:

4. Company hired many cricketers and actors for

promoting the product.


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BIBLIOGRAPHY

Marketing Management by Sir Kotler PhilipMarketing Research by Sir Sharma D.D. Websites :

oWww coca.cola .com

owww.google. ComError! Hyperlink reference not valid.

o Error! Hyperlink reference not valid.


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ADVERTISING OF COCA COLA
http://www.google.co.in/imgres?imgurl=http://static.zoovy.com/img/laartwork/W473-H702-Bffffff/vintage_ad/vintage_coca_cola_bottle_hand_poster_art.jpg&imgrefurl=http://www.laartwork.com/product/V-COKE-BOTTLE_ART/Vintage-Coca-Cola-Bottle-Hand-Ad-Canvas-Poster-Art.html&usg=__SEPDcFsJZ0jZQ3g9YI7lBBSEvvc=&h=702&w=473&sz=75&hl=en&start=24&zoom=1&tbnid=BaVGRy1ikoL9AM:&tbnh=140&tbnw=94&ei=LGtvT-HlGpHyrQf18dygDg&prev=/search?q=POSTER+OF+COCA+COLA&start=20&hl=en&sa=N&gbv=1&tbm=isch&itbs=1

neha pandey pro

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