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Transcript of Coca -Cola Projects
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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 IVth Semester
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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 PatelMiss.Deepti patelDepartmentof Business Management , 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 is Muhtar 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,
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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,Strawberry, Cherry Cola, "Red", Cherry-Lime, and Dr
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BOARD OF DIRECTORS
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 overthe 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
Central Europe Division and SeniorVice President of Coca-Cola
International, with responsibility for 23 countries. In 1995,Mr. Kent was named Managing Director of Coca-ColaAmatil-Europe, covering bottling operations in 12countries. In 1999, he became President and CEO of the
Efes Beverage Group, a diversified beverage company withCoca-Cola and beer operations across Southeast Europe,Turkey and Central Asia. Mr. Kent returned to The Coca-Cola Company in 2005 as President and Chief OperatingOfficer of the Company's North Asia, Eurasia and Middle
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International, leading all of the Company's operationsoutside North America, until his appointment in December2006 as President and Chief Operating Officer of The
Coca-Cola Company, overseeing all operations of thebusiness. Mr. Kent became Chief Executive Officer of theCompany on July 1, 2008, and Chairman of the Board of
Directors on April 23, 2009. Mr. Kent holds a Bachelor ofScience degree in Economics from the University of Hull in
England and a Master of Science degree in AdministrativeSciences from Cass Business School, City University
London. Active in the global business community, Mr. Kentis co-chair of The Consumer Goods Forum, a fellow of theForeign Policy Association, and a member of the Business
Roundtable. He is also Chairman of both the U.S.-ChinaBusiness Council and the U.S.-ASEAN Business Council.He serves on the boards 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 hisuncle 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 of
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the 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 NortheasternUniversity and a Bachelor of Science in Chemical
Engineering from Illinois Institute of Technology.Prior to
his appointment to Coca-Cola Hellenic, he served asManaging 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 andHusky, he was appointed Director of the newly createdcool division. He was appointed Managing Director ofFrigoglass S.A. in August 2003. Mr. Lois joined Coca-Cola
Hellenic in June 2007 as Executive Advisor to the
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Managing 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.
MARKETING
STRATEG OF COCA-COLA
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A market segment consists of a group of customers whoshare a similar set of needs andwants. Rather thancreating the segment the marketers task is to identify them
and decidewhich one to target. Leading soft drinkcompanies Coca-Cola follow the similarsegmentationstrategy 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.TARGETEDMARKETING-Although the targeted groupof the company is the whole population, they want toearnmore revenue from a segment than their other revenuegenerator sources. For this, theyrecognize following bases
for segmentation
REGION-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. In
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countries like India and Pakistan, these companies investhugeresources in the season of summers, and their targetarea is domestic users, restaurants,school and college
canteens and even rural chaupals. While in winter seasontheir target ismainly party users and high-income groupconsumers.Coca-Cola Company is one of the first global majors tohave spotted the potential spin offsfrom the countrys ruralmarket. Population of Rural sector is more conscious moreaboutthe price whereas Population of Urban sector ismore conscious about the quality andbrand name of the
product. so Coca cola and PepsiCo in Year 2002 bring the200 ml bottleat Rs.5 specifically targeted at the ruralsector so that soft drink can take place of the localdrinklike lemon, sugarcane juice and Tea etc.Both thecompanies Coca-Cola and PepsiCo have adopted different
marketing strategy forrural and urban areasAGE-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, as
average population is olderthan Asian countries, Cocacola targeted the older generation of the population.Similarlyin USA, Pepsi targeted the generation X (youngergeneration) as they comprises majorityof the population
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and 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 theexample of coca cola, thumps up is promoted as masculinesoft drinks whilecoca cola and Fanta are having light tasteand mainly targeted for loving birds, ladies, andchildren.Same example is available in Pepsi, mirinda orange
flavor is popular amongladies, girls, and children.
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.
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To know about best quality of coca cola . To know about very good services of coca cola .
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
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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.
(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 product
and features of their product should be made.
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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.
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.
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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.
BIBLIOGRAPHY
Marketing Management by Sir Kotler PhilipMarketing Research by Sir Sharma D.D.
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Websites :oWww coca.cola .comowww.google. Com
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o Error! Hyperlink reference not valid.
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RESEARCH METHODOLOGY
INTRODUCTION :
Research methodology is a very to systematically solve the
research problem in common place refers to a search of
knowledge Research in an original contribution to the existing
state of knowledge making for its advancement. The role of
research in several field is business on economy as a whose, has
greatly increased in modern times.
Meaning and Scope :
Research in command plaice refers to a search for
knowledge in fact research in an art of scientific investigation
the meaning of research can be stated as a careful investigation
or inquiry though search for nun gales in branch of knowledge.
According to Different Woody:Research and reeling problems formulating defining and
redefining problems, formulating hypothesis a suggested solutioncollection organizing and evaluating data marketing deductionsresearch conclusion at lost carefully testing the conclusion todetermines whether they fit the formulating hypothesis.
Research is an original contribution to the existing stock ofknowledge marketing for its advancement in hurt the research forknowledge through objective and systematic method of grindingsolution to a problem in research.
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Research Design:
A research design in purely and simply the framework or a
plum for a study that guides the collections and analysis of the
data. A good research design has the characteristic viz problemdefinition, specific method of data collection and analysis time
required for research project and estimator of expenses to
incurred it may be worthwhile to mention here that a research
design is nothing more than frameworks for study so that
Secondary data is second hand in formation on the other hand
on includes those data which are collected for same earlier
research work and are applicable or usable in the study
research has presently undertaken to collect additional
information I made use of secondary data like magazines
websites, newspapers etc.
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INDEX
1. Preface
2. Acknowledgment
3. Declearation
4. Certificate
5. Introduction
6. History
7. Company Profile
8. Board of Directors
9. Objectives
10. Research Methodology
11. Marketing strategy of COCA -COLA
12. Limitations
13. Suggestions
14. Conclusions
15. Biblography
16. Enclosure
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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