Marketing Strategy Coca Cola

8/11/2019 Marketing Strategy Coca Cola

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EXECUTIVE SUMMARY :

Giant soft drink company Coca Cola has come under intense scrutiny by investors due to its

inability to effectively carry out its marketing program. Consequently it is seeking the help of

Polianitis Marketing Company Pvt Ltd to develop a professional marketing plan which will help

the business achieve its objectives more effectively and efficiently and inevitably regain their

iron fist reign on the soft drink industry.

!hen establishing a re"birthed marketing plan every aspect of the marketing plan must be

critically e#amined and thoroughly researched. $his consists of e#amining market research

auditing business and current situation %situation analysis& and carefully scrutini'ing the soft

drink industry and possibilities for Coca Cola in the market. (nce Coca Cola have carefully

analy'ed the internal and e#ternal business environment and critically e#amined the industry in

general the most suitable marketing strategies will be selected and these strategies will be

administered by effectively and continually monitoring e#ternal threats and opportunities and

revising internal efficiency procedures.

Market Analysis:

$he market analysis investigates both the internal and e#ternal business environment. )t is vital

that Coca cola carefully monitor both the internal and e#ternal aspects regarding it*s business as

both the internal and e#ternal environment and their respective influences will be decisive traits

in relation to Coke*s success and survival in the soft drink industry.

Internal Business Environment:

$he internal business environment and its influence is that which is to some e#tent within the

business*s control. $he main attributes in the internal environment include efficiency in the

production process through management skills and effective communication channels. $o

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OBECTIVES

$o find out the consumer acceptability of coca cola products in the market.

$o study the present - potential market segment of coca cola products.

RESEARC! MET!O"O#O$Y

Methodology can be defined as a systemic way of approaching a problem to identify the truth

and for this certain step should be taken in a systematic order and these steps are called methods.

/esearch methodology is a process of planning acquiring analy'ing and disseminating relevant

data and information0.

$he use of right methodology is necessary because if the right methods are not adopted and

thoughts are not arrange in a logical order the e#act truth might not be e#pressed. $hus the

methodology means correct arrangement of thoughts and knowledge.

%!Y RESEARC! IS RE&UIRE"

Conceptually the purpose of research is to discover the answers for the questions through

application of scientific procedures. $he main aim of the research is to find out the truth which is

hidden and which has not been discovered yet.

$hrough each research study has its own specific purpose but generally researchers are done1

$o gain familiarities with a phenomenon or to achieve new insights into it.

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$o determine the frequency with which something occurs or with which associated with

something else.

$o test the hypothesis of casual relationship between variables.

$o take appropriate decisions.

/esearch is a careful and systematic effort of gaining new knowledge. /esearch is an original

contribute on to the e#isting stock of knowledge making for its advancement2 it is pursuit of true

with the help of study observation comparison and e#periment.

)n short the search of knowledge through objectives and systematic method of finding solution to

problem is research.

RESEARC! "ESI$':

$he research design is the plan structure and strategy of investigation conceived so as to obtain

answer to research questions and to control variance.

$he definition of three important terms 3 plan structure and strategy.

$he plan is an outline of the research scheme on which the researcher is to work. $he structure

of the research is a more specific outline or the scheme and the strategy shows how the /esearch

will be carried out specifying the methods to be used in collection and analysis of data.

/esearch design is the specification of methods and the procedure fro acquiring the information

needed. )t is the operational pattern or framework of the projects that stipulate what information

is to be collected from which sources by the procedures. $he importance of research design lies

in the fact that it makes a statement of what is to be done in order to achieve the research

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objectives and how it is to be done. )t is an e#pression of what of the research e#ercise in terms

of results and the analytical input needed to convert data into research findings.

4 design may be quite suitable in one case but could not fit in some other research problem. (ne

design cannot serve the purpose of all types of research problems. 4lso most of the research

problems are comple# in nature and cannot be solved by a specific research design. 5ence a

combination of research design is used to reach a solution.

$he research design when chosen correctly prevents deviation in the study. $he present study is

the cross sectional descriptive type with fields study and partly casual in nature as it seeks to find

out consumer behavior with respect to mobile and correlate them with income age education

professions etc. and formulate marketing strategies based on the study.

SAM(#I'$ A'" SAM(#E "ESI$':

)t is not possible to e#amine every item in the population hence interferences is drawn about a

large numbers of items possessing a particular attribute based on based analysis of fraction of

such items. )t is called a sample. ,or developing a sampler design following points need to be

discussed with regard to the present study 3

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(O(U#ATIO' :

)n statistical usage the terms population is applied to any finite collection of individuals. )t has

displaced the orders terms universe. )t is aggregate of all elements possessing certain specified

characteristics which need to studied and defined prior to sample. Population can be finite if

units can be counted or infinite. 6ince the present study is done in 7areilly $he population is

finite. Population can be defined in terms of elements sampling units e#tent and time.

E#EME'T:

4n +lement is the unit about which information is collected. )t provides the basis for analysis. )t

identifiable physically. )n the present study the element is dealer having a good knowledge about

the service.

SAM(#I'$ U'IT:

$he sampling unit is the basic unit containing the element of the target population. $he sampling

may be different from the element. )t can be either geographical unit %state district etc.& or social

unit %5ousehold family club etc.& or a construction unit %enclave house flat etc.& or it may be

an individual. )n the present stuffy a sample of distributor is selected in the three stages. ,irst of

all a sample of cities is selected than a sample of colonies is selected from each selected colony

after the entire distributor in it.

SAM(#E )RAME:

4 sample frame could be a telephone directory a list of block and localities of a city a map or

any other list consisting of all the sampling units each stage of sampling process requires its own

sampling frame. 6ince the present study undergoes two stages sampling process we would need

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two sampling frames. ,irst a list of localities 6econd a list of distributors with in the selected

localities.

SAM(#I'$ "ESI$':/epresentation of entire universe is only possible through the sampling

technique. Considerable care has been taken in selecting the sample so that is Convenient in

terms of si'e and enough to represent the entire universe

SUMMARY O) RESEARC! "ESI$'

8ata source1 Primary data %survey - 9uestionnaire& and secondary % books internet newspaper

maga'ine&

/esearch instrument1 6tructured 9uestionnaire with open and close ended questions.

6ample unit1 consumers

6ample si'e1 :; consumers

6ample area1 7areilly city and nearby area

6ampling $echnique1 Convenient 6ampling

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COM(A'Y (RO)I#E

Coca"Cola is a very popular cola %a carbonated soft drink& sold in stores restaurants and

vending machines in more than


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Coke was originally intended as a patent medicine when it was invented in the late =>th

century Coca"Cola was bought out by businessman 4sa Griggs Candler whose marketing tactics

led Coke to its dominance of the world soft drink market throughout the ::. 7y =BBB three versions of Coca"Cola " sold by three

separate businesses were on the market.

(n ,ebruary E


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$he Coca"Cola Company has on occasion introduced other cola drinks under the Coke

brand name. $he most famous of these is 8iet Coke which has become a major diet cola but

others e#ist such as Cherry Coke Coke Hero and Ianilla Coke. $he Coca"Cola Company owns

and markets other soft drinks that do not carry the Coca"Cola branding such as 6prite ,anta

and others. $he actual production and distribution of Coca"Cola follows a franchising model.

$he Coca"Cola Company only produces a syrup concentrate which it sells to various bottlers

throughout the world who hold Coca"Cola franchises for one or more geographical areas. $he

bottlers produce the final drink by mi#ing the syrup with filtered water and sugar %or artificial

sweeteners& and fill it into cans and bottles which the bottlers then sell and distribute to retail

stores vending machines restaurants and food service distributors. $he bottlers are normally

also responsible for all advertisement and other sales initiatives within their areas.

Pepsi is often second to Coke in terms of sales but outsells Coca"Cola in some localities.

)n )ndia Coca"Cola ranks third behind the leader Pepsi"Cola and local drink $humbs ?p.

5owever $he Coca"Cola Company purchased $humbs ?p in =>>J. $he products of the

company reach consumers and customers around the world through a vast distribution network

made up of local bottling companies. $hese bottlers are located around the world and most are

independent businesses. ?sing syrups concentrates and beverage bases produced by the Coca"

Cola Company their global bottling system packages and markets products then distributes

them to more than =D million retail outlets worldwide. $he Coca"Cola Company is committed to

assisting its bottlers with the functions of an efficient bottling operation and initiating quality

systems to ensure the highest quality products for their consumers.

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$he trademark FCoca"ColaF was registered with the ?.6. Patent and $rademark (ffice in

=B>J followed by FCokeF in =>D:. $he unique contour bottle familiar to consumers everywhere

was granted registration as a trademark by the ?.6. Patent and $rademark (ffice in =>EE2 an

honor awarded very few packages. $he most valuable assets happen to be the trademarks they

possess. ,or Coca"Cola the most drunk soft drink on earth is one of the world is best"known and

most admired trademarks recogni'ed by more than >; percent of the world*s population.

)nterestingly the world that is touched by the cherished drinks for every moment the Coca"Cola

trademarks happen not only to be their most valuable assets but of the entire earth. $he business

system of the Company in )ndia directly employs appro#imately ;;; people and indirectly

creates employment for many more in related industries through our vast procurement supply

and distribution system. (n the distribution front =;"tonne trucks open"bay three"wheelers that

can navigate the narrow alleyways of )ndian cities ensure availability of our brands in every

nook and corner of the country. $he term soft drink originally applied to carbonated drinks made

from concentrates although it now commonly refers to almost any cold drink that does not

contain alcohol.

5industan Coca"Cola 7everages Private Limited is an )ndian subsidiary of the ?6 based Coca"

Cola Company. $he company"owned 7ottling arm of the )ndian (perations 5industan Coca"

Cola 7everages Private Limited is responsible for the manufacture sale and distribution of

beverages across the country. Coca"Cola )ndia is among the country*s top international investors

having invested more than ?6K = billion in )ndia within a decade of its presence and further

pledged another ?6K =;; million in


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nationAs top soft"drink brands and bottling network. $he vast )ndian operations comprises


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markets. )ncrease brand loyalty and decrease brand switching. Learning more about your

competitors makes you more effective )mprove your competitive positioning to be more accurate

and better differentiate you from the competition. /educe competition by competing in a more

narrowly defined market and establishing a niche. Market segmentation is a proven way of

improving profitability. 7y focusing on individuali'ed sub groups youAre better able to meet

their needs and gain higher market share and profits. /efine your pricing to ma#imi'e revenue.

,ind markets where you can increase your price. (ptimi'e your marketing resources and get

themost impact for your investment ,ocus and match your activities to things you can do

effectively and profitably !hen segmentation is done right you get the highest return for your

marketing e#penditure.

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Market Se*mentation

$he purpose for segmenting a market is to allow your marketingsales program to focus on the

subset of prospects that are Fmost likelyF to purchase your offering. )f done properly this will

help to insure the highest return for your marketingsales e#penditures. 8epending on whether

you are selling your offering to individual consumers or a business there are definite differences

in what you will consider when defining market segments.

Cate*ory o+ 'ee,

$he first thing you can establish is a category of need that your offering satisfies. $he following

classifications may help.

)or -usinesses:

6trategic " your offering is in some way important to the enterprise mission objectives and

operational oversight. ,or e#ample a service that helped evaluate capital investment

opportunities would fall into this domain of influence. $he purchase decision for this category of

offering will be made by the prospectAs top level e#ecutive management.

(perations " your offering affects the general operating policies and procedures. +#amples might

be an employee insurance plan or a corporate wide communications system. $his purchase

decision will be made by the prospectAs top level operations management.

,unctional " your offering deals with a specific function within the enterprise such as data

processing accounting human resources plant maintenance engineering design manufacturing

inventory control etc. $his is the most likely domain for a product or service but you must

recogni'e that the other domains may also get involved if the purchase of the product or service

becomes a high profile decision. $his purchase decision will be made by the prospectAs

functional management.

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)or t.e in,ivi,ual /onsumer:

6ocial +steem or Pleasure " your offering satisfies a purely emotional need in the consumer.

+#amples are a mink coat or a diamond ring. $here are some products that are on the boundary

between this category and the ,unctional category such as a /ole# watch %a $ime# would satisfy

the functional requirement and probably keep time just as well&.

,unctional " your offering meets a functional requirement of the consumer such as a broom

breakfast cereal or lawnmower.

Se*mentation o+ 'ee,s

$hen you should establish what the need is and who is most likely to e#perience that need. our

segmentation will be determined by a match between the benefits offered by your offering and

the need of the prospect. 6ome FneedF categories for segmentation include1

Re,u/tion in ex0enses

Prospects might be businesses that are downsi'ing %right si'ing& businesses that have products in

the mature stage of their life cycle or individuals with credit rating problems.

Im0rove, /as. +lo1

Prospects might be businesses that have traditionally low profit margins businesses that have

traditionally high inventory costs or individuals that live in e#pensive urban areas.

Im0rove, 0ro,u/tivity

Prospects might be businesses that have traditionally low profit margins businesses that have

recently e#perienced depressed earnings or individuals with large families.

Im0rove, manu+a/turin* 2uality

Prospects might be businesses with comple# multi"discipline manufacturing processes.

)mproved service delivery

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'ee, +or /ustomi5ation

(fferings such as police cars busses for municipalities and speciali'ed computer systems fall

into this category. Product or service application to a business function +#amples are data

processing accounting human resources and plant maintenance.

)or In,ivi,ual Consumers:

Physical 6i'e"(fferings might be big menAs clothing golf clubs for shorter players etc.

Creation of or response to a fad +#amples are hula hoops @urassic Park $"shirts pet rock

physical fitness etc.

Geographic location"Marketers take advantage of location by selling suntan lotion in 5awaii fur

coats in 4laska etc.

$ime related factors"ou may be able to target vacationers in summer impulse buyers during the

holidays or commuters at E4M.

8emographicsculturereligion"+thnic products would fall into this category.

Gender"Product e#amples are scarves for women ties for men etc.

4ge"Product e#amples are toys for children jewelry for women etc.

6ocial status"$his could include country club memberships philanthropic contributions etc.

+ducation"Product and service e#amples are encyclopedias scientific calculators learning to

read tools and financial counseling.

4vocation"$his could include products for hunting fishing golf art work knitting etc.

6pecial )nterests"ou could target cat lovers science fiction readers ja'' music collectors etc.

4ccessibility because the individual is more difficult to reach you may want to segment by urban

versus rural train commuters people who read !all 6treet @ournal etc.

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4ccess %or lack of access& to competitive offerings 8ue to high investment capital requirements

or timing of market entry you may be able to capture a significant market share in a specific

geographical area. +#amples might be a trash service emergency medical support etc.

eed for specific information"7ased on features or content of your offering you can target a

market segment. 4 product might be books on how to start a business or a service might be

seminars on how to quit smoking.

eed for customi'ation"Productservice e#amples are home decoration fashion wear personal

portraits etc. eed for quality durability etc. Product e#amples are mountain climbing gear

carpenterAs tools etc. 8egree of a productservice ingredient"6egmentation based on prospect

preferences is common. 4n e#ample is dark chocolate for some tastes light chocolate for others.

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Positioning

)n their =>B= book Positioning1 $he 7attle for your Mind 4l /ies and @ack $rout describe how

positioning is used as a communication tool to reach target customers in a crowded marketplace.

@ack $rout published an article on positioning in =>> and regular use of the term dates back to

=>E< when /ies and $rout published a series of articles in 4dvertising 4ge called F$he

Positioning +ra.F ot long thereafter Madison 4venue advertising e#ecutives began to develop

positioning slogans for their clients and positioning became a key aspect of marketing

communications.

Positioning1 $he 7attle for your Mind has become a classic in the field of marketing. $he

following is a summary of the key points made by /ise and $rout in their book.

)nformation (verload

/aise and $rout e#plain that while positioning begins with a product the concept really is about

positioning that product in the mind of the customer. $his approach is needed because consumers

are bombarded with a continuous stream of advertising with advertisers spending several

hundred dollars annually per consumer in the ?.6. $he consumerAs mind reacts to this high

volume of advertising by accepting only what is consistent with prior knowledge or e#perience.

)t is quite difficult to change a consumerAs impression once it is formed. Consumers cope with

information overload by oversimplifying and are likely to shut out anything inconsistent with

their knowledge and e#perience. )n an over"communicated environment the advertiser should

present a simplified message and make that message consistent with what the consumer already

believes by focusing on the perceptions of the consumer rather than on the reality of the product.

Getting )nto the Mind of the Consumer

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$he easiest way of getting into someoneAs mind is to be first. )t is very easy to remember who is

first and much more difficult to remember who is second. +ven if the second entrant offers a

better product the first mover has a large advantage that can make up for other shortcomings.

5owever all is not lost for products that are not the first. 7y being the first to claim a unique

position in the mind the consumer a firm effectively can cut through the noise level of other

products. ,or e#ample Miller Lite was not the first light beer but it was the first to be positioned

as a light beer complete with a name to support that position. 6imilarly Lowenbrau was the

most popular German beer sold in 4merica but 7eckAs 7eer successfully carved a unique

position using the advertising

FouAve tasted the German beer thatAs the most popular in 4merica. ow taste the German beer

thatAs the most popular in Germany.F

Consumers rank brands in their minds. )f a brand is not number one then to be successful it

somehow must relate itself to the number one brand. 4 campaign that pretends that the market

leader does not e#ist is likely to fail. 4vis tried unsuccessfully for years to win customers

pretending that the number one 5ert' did not e#ist. ,inally it began using the line

4fter launching the campaign 4vis quickly became profitable. !hether 4vis actually tried

harder was not particularly relevant to their success. /ather consumers finally were able to relate

4vis to 5ert' which was number one in their minds.

4nother e#ample is that of the soft"drink E"?p which o. J behind Coke and Pepsi was. 7y

relating itself to Coke and Pepsi as the F?ncolaF E"?p was able to establish itself in the mind of

the consumer as a desirable alternative to the standard colas.

!hen there is a clear market leader in the mind of the consumer it can be nearly impossible to

displace the leader especially in the short"term. (n the other hand a firm usually can find a way

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to position itself in relation to the market leader so that it can increase its market share. )t usually

is a mistake however to challenge the leader head"on and try to displace it.

Positioning of a Leader

5istorically the top three brands in a product category occupy market share in a ratio of D1


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positions. )t often is easier and cheaper to introduce a new brand rather than change the

positioning of an e#isting brand. /ies and $rout call this strategy a single"position strategy

because each brand occupies a single unchanging position in the mind of the consumer.

,inally change is inevitable and a leader must be willing to embrace change rather than resist it.

!hen new technology opens the possibility of a new market that may threaten the e#isting one a

successful firm should consider entering the new market so that it will have the first"mover

advantage in it. ,or e#ample in the past century the ew ork Central /ailroad lost its

leadership as air travel became possible. $he company might have been able to maintain its

leadership position had it used its resources to form an airline division.

6ometimes it is necessary to adopt a broader name in order to adapt to change. ,or e#ample

5aloid changed its name to 5aloid Nero# and later to simply Nero#. $his is a typical pattern of

changing ame = to an e#panded ame = " ame


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Gender %Iirginia 6lims&

$ime of day %yquil night"time cold remedy&

Place of distribution %LAeggs in supermarkets&

9uantity %6chaefer " Fthe one beer to have when youAre having more than one.F&

)t most likely is a mistake to build a brand by trying to appeal to everyone. $here are too many

brands that already have claimed a position and have become entrenched leaders in their

positions. 4 product that seeks to be everything to everyone will end up being nothing to

everyone.

/epositioning the Competition

6ometimes there are no unique positions to carve out. )n such cases /ies and $rout suggest

repositioning a competitor by convincing consumers to view the competitor in a different way.

$ylenol successfully repositioned aspirin by running advertisements e#plaining the negative side

effects of aspirin.

Consumers tend to perceive the origin of a product by its name rather than reading the label to

find out where it really is made. 6uch was the case with vodka when most vodka brands sold in

the ?.6. were made in the ?.6. but had /ussian names. 6tolichnaya /ussian vodka successfully

repositioned its /ussian"sounding competitors by e#posing the fact that they all actually were

made in the ?.6. and that 6tolichnaya was made in Leningrad /ussia.

!hen PringleAs new"fangled potato chips were introduced they quickly gained market share.

5owever !ise potato chips successfully repositioned PringleAs in the mind of consumers by

listing some of PringleAs non"natural ingredients that sounded like harsh chemicals even though

they were not. !ise potato chips of course contained only FPotatoes. Iegetable oil. 6alt.F 4s a

resulting of this advertising PringleAs quickly lost market share with consumers complaining

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that PringleAs tasted like cardboard most likely as a consequence of their thinking about all those

unnatural ingredients. /ies and $rout argue that is usually is a lost cause to try to bring a brand

back into favor once it has gained a bad image and that in such situations it is better to introduce

an entirely new brand.

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P(6)$)( 6$4$+M+$ ,/(M C(C4"C(L4

C(MM)$$+8 $( P/(I)8)G )8)4 !)$5 C5()C+

$he Coca"Cola Company and Coca"Cola produce a range of beverages suited to different ages

stages lifestyles and occasions. $his includes soft drinks diet drinks juices and juice drinks

waters energy drinks sports drinks and cordials.

4s part of a healthy varied and balanced diet and an active lifestyle all our products can be

enjoyed by the majority of people.

!e are committed to helping our customers select the product that is best suited to their needs

through the provision of detailed product information supported by general advice on healthy

eating drinking and lifestyles.

!e understand that balancing energy intake with energy output is key to a healthy body weight.

!e therefore provide choice through range of low or no"kilojoule products that are ideally suited

to the needs of people who wish to reduce energy intake through beverage selection.

6uch products are readily available at a similar cost to an equivalent higher energy product.

4s one of )ndiaAs largest producers and marketers of non"alcoholic beverages we promote

physical activity through our active lifestyles programme and sponsorship of sport.

$hrough new product development we will continue to release a range of new types of drinks

including low or no kilo joule products as we look at ways in which to cater to those people who

wish to reduce energy intake through selection of lower energy beverages.

C.il,ren an, t.e role o+ our -evera*es

!e respect and support the primary role that parents play in decisions affecting the lives of

young children including choices about diet and lifestyle. 7everage choice like food selection

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4t a grassroots level Coca"Cola has formed a partnership with the ational 4ssociation of

(6C4/ %(ut of 6chool Care and /ecreation& to develop and implement a national physical

activity programme available to E:;;; young )ndiaers. )n 6outh 4uckland the Get Moving

programme is working to encourage children to participate in local sports and recreation courses.

$he Pump water brand is now a major sponsor of the 5eart ,oundationAs @ump /ope for 5eart

programme that runs in schools across )ndia and through the Powerade sports drink brand we

support numerous sporting events around the country.

Labelling

4ll products of $he Coca"Cola Company and Coca"Cola 4matil provide clear nutrition

information in compliance with )ndia regulations.

Packaging

Coca"Cola is committed to strict environmental guidelines and to ensuring our packaging has as

little impact as possible on the environment. $o this end a recycling project was introduced in

)ndia during


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offers and reduced prices on soft drinks are usually available for both the regular and diet

versions of our soft drinks.

Corporate Citi'enship

)n addition to our partnership with ational 4ssociation of (6C4/ Coca"ColaAs contribution to

the )ndia community includes the annual Coca"Cola Christmas in the Park events in 4uckland

and Christchurch and $he Coca"Cola Careers +#po in 8unedin !ellington and 4uckland. $he

Coca 6moke free /equest is the countryAs only annual school music competition that has helped

launch the careers of many )ndia artists.

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6!($ 4nalysis1

6!($ stands for 6trengths !eakness (pportunities $hreats. 6!($ analysis is a technique

much used in many general management as well as marketing scenarios. 6!($ consists of

e#amining the current activities of the organi'ation" its 6trengths and !eakness" and then using

this and e#ternal research data to set out the (pportunities and $hreats that e#ist.

6trengths1

Coca"Cola has been a comple# part of world culture for a very long time. $he productAs image is

loaded with over"romantici'ing and this is an image many people have taken deeply to heart.

$he Coca"Cola image is displayed on $"shirts hats and collectible memorabilia. $his e#tremely

recogni'able branding is one of Coca"ColaAs greatest strengths. F+njoyed more than B: million

times a day around the world Coca"Cola stands as a simple yet powerful symbol of quality and

enjoymentF %4llen =>>:&.

4dditionally Coca"ColaAs bottling system is one of their greatest strengths. )t allows them to

conduct business on a global scale while at the same time maintain a local approach. $he bottling

companies are locally owned and operated by independent business people who are authori'ed to

sell products of the Coca"Cola Company. 7ecause Coke does not have outright ownership of its

bottling network its main source of revenue is the sale of concentrate to its bottlers.

!eaknesses1

!eaknesses for any business need to be both minimi'ed and monitored in order to effectively

achieve productivity and efficiency in their business*s activities Coke is no e#ception. 4lthough

domestic business as well as many international markets are thriving %volumes in Latin 4merica

were up =


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and $hailand due to reduced consumer purchasing power.F 4ccording to an article in ,ortune

maga'ine F)n @apan unit case sales fell JO in the second quarter of =>>BQ...scary because while

@apan generates around :O of worldwide volume it contributes three times as much to profits.

Latin 4merica 6outheast 4sia and @apan account for about J:O of CokeAs volume and none of

these markets are performing to e#pectation.

Coca"Cola on the other side has effects on the teeth which is an issue for health care. )t also has

got sugar by which continuous drinking of Coca"Cola may cause health problems. 7eing

addicted to Coca"Cola also is a health problem because drinking of Coca"Cola daily has an

effect on your body after few years.

(pportunities1

7rand recognition is the significant factor affecting CokeAs competitive position. Coca"ColaAs

brand name is known well throughout >DO of the world today. $he primary concern over the

past few years has been to get this name brand to be even better known. Packaging changes have

also affected sales and industry positioning but in general the public has tended not to be

affected by new products. Coca"ColaAs bottling system also allows the company to take

advantage of infinite growth opportunities around the world. $his strategy gives Coke the

opportunity to service a large geographic diverse area.

$hreats1

Currently the threat of new viable competitors in the carbonated soft drink industry is not very

substantial. $he threat of substitutes however is a very real threat. $he soft drink industry is

very strong but consumers are not necessarily married to it. Possible substitutes that

continuously put pressure on both Pepsi and Coke include tea coffee juices milk and hot

chocolate. +ven though Coca"Cola and Pepsi control nearly D;O of the entire beverage market

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the changing health"consciousness of the market could have a serious affect. (f course both

Coke and Pepsi have already diversified into these markets allowing them to have further

significant market shares and offset any losses incurred due to fluctuations in the market.

Consumer buying power also represents a key threat in the industry. $he rivalry between Pepsi

and Coke has produce a very slow moving industry in which management must continuously

respond to the changing attitudes and demands of their consumers or face losing market share to

the competition. ,urthermore consumers can easily switch to other beverages with little cost or

consequence.

Product Life cycle1

!hen referring to each and every product or service ever placed before the consumer i.e. in the

long term all the e#isting products and services are dead. ,or e.g.1" /eplacement of ,ord Cortina

% a highly successful car& by ,ord 6ierra the replacement of sierra by the ,ord Mondeo and the

replacement of the old Mondeo by the new Mondeo in


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is mainly due to its establishment strong branding and it is now able to use this area of stable

profitability to subsidi'e the domestic Cola !ars.

)nsert the picture of the product lifecycle

Marketing (bjectives

$he objective is the starting point of the marketing plan. (bjectives should seek to answer the

question A!here do we want to goRA. $he purposes of objectives include1

"S to enable a company to control its marketing plan.

"S to help to motivate individuals and teams to reach a common goal.

"S to provide an agreed consistent focus for all functions of an organi'ation.

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4ll objectives should be 6M4/$ i.e. 6pecific Measurable 4chievable /ealistic and $imed.

6pecific " 7e precise about what you are going to achieve

Measurable " 9uantify you objectives

4chievable " 4re you attempting too muchR

/ealistic " 8o you have the resource to make the objective happen %men money machines

materials minutes&R

$imed " 6tate when you will achieve the objective %within a monthR 7y ,ebruary


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market is the group of customers on whom the business focuses attention. $he target market is

where Coca Cola focuses its marketing efforts as it feels this is where it will be most productive

and successful. $he target market for Coca cola is very wide as it satisfy*s the needs for many

different consumers ranging from the healthy diet consciousness through 8iet Coke to the

average human through its best selling drink regular Coke. Most Coke products satisfy all age

groups as it is proven that most people of different age groups consume the Coca Cola product.

$his market is relatively large and is open to both genders thereby allowing greater product

diversification.

$here are four broad ways which Coca Cola can segment its market1

"S Mass marketing

"S Concentrated marketing

"S 8ifferentiated marketing

"S iche marketing

$he most apparent method used by Coca Cola is with no doubt the differentiated marketing

method as Coke satisfies*s a range of different markets. 8iet coke satisfy*s the weight

consciousness regular coke sprite fanta the average human coffee iced tea etc. +ach group of

beverages satisfy a particular group of people but majority the average human.

8eveloping the Marketing Mi#

$he marketing mi# is probably the most crucial stage of the marketing planning process. $his is

where the marketing tactics for each product are determined. $he marketing mi# refers to the

combination of the four factors %price promotion product place& that make up the core of a

business*s marketing strategy. )n this step of the marketing planning process marketing mi#

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must be designed to satisfy the wants of target markets and achieve the marketing objectives.

$he most successful businesses have continually monitored and changed their marketing mi# due

to respective internal and e#ternal factors and have monitored the e#ternal business environment

in order to ma#imi'e their marketing mi# components.

Product1

Many Products are physical objects that you can own and take home. 7ut the word product

means much more than just physical goods. )n marketing product also refers to services such as

holidays or a movie where you enjoy the benefits without owning the result of the service.

7usinesses must think about products on three different levels which are the core product the

actual product and the augmented product. $he core product is what the consumer is actually

buying and the benefits it gives. Coca Cola customers are buying a wide range of soft drinks. $he

actual product is the parts and features which deliver the core product. Consumers will buy the

coke product because of the high standards and high quality of the Coca Cola products. $he

augmented product is the e#tra consumer benefits and services provided to customers. 6ince soft

drinks are a consumable good the augmented level is very limited. 7ut Coca Cola do offer a help

line and complaint phone service for customers who are not satisfied with the product or wish to

give feedback on the products.

Positioning

(nce a business has decided which segments of the market it will compete in developed a clear

picture of its target market and defined its product the positioning strategy can be developed.

Positioning is the process of creating the image the product holds in the mind of consumers

relative to competing products. Coca Cola and ,ranklins both make soft drinks although

,ranklins may try to compete they will still be seen as down market from Coca Cola. Positioning

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helps customers understand what is unique about the products when compared with the

competition. Coca Cola plan to further create positions that will give their products the greatest

advantage in their target markets. Coca Cola has been positioned based on the process of

positioning by direct comparison and have positioned their products to benefit their target

market. Most people create an image of a product by comparing it to another product thus

evident through the famous battles between Coca"Cola and Pepsi products.

7randing

)t is often hard to say e#actly why we buy one company*s product over another. Companies such

as ike and 4didas spend large amounts of money trying to win consumers away from their

competitors who make products that are very similar. $he popularity of the brand is often the

deciding factor. (ver the time Coca Cola has spent millions of dollars developing and promoting

their brand name resulting in worldwide recognition. ACoca"ColaA is the most recogni'ed

trademark recogni'ed by >DO of the worldAs population and is the most widely recogni'ed word

after F(TF. Coca Cola*s red and white colours and special writing are all e#amples of world"

wide trademarks.

$here are a number of branding strategies1 Generic brand strategy )ndividual brand strategy

,amily brand strategy Manufacturer*s brand strategy Private brand strategy and 5ybrid brand

strategy. Coca Cola utili'es the )ndividual brand strategy as Coca Cola*s major products are

given their own brand names e.g. ,anta 6prite Coca Cola etc although they may be presented as

different lines they operate under the name of Coca Cola.

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84$4 P/+6+$4$)( - 84$4 44L6)6

=. 8o you like the taste of coca cola product seriesR

no of consumer Percentage

es D< BDO

o B =O

)$+/P/+$4$)(1

4fter survey we found that BDO customer like the taste of the coca cola product series.

4nd =O customer are dislike coca cola product . $he consumer of Coca Cola is increasing day

Per day.

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awareness of the coca cola product series. 4nd


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)nterpretation1

Most of the youth says it is quite cheap because consumer is using more Coca Cola product it is

very cheap EO and who do not know price policy of this product and they assume e#pensive

Coca Cola product. 6o Coca Cola product more cheap other products.

D. ,or what purpose you buy the coca cola product seriesR

o of consumer Percentage

Personal use


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)nterpretation1

Most of the people say for personal purpose because :O use in personal and


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. 5ow does coca cola product series have consumer relationsR

o of consumer Percentage6atisfaction D= B =BO

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)nterpretation2

Most of the youth says it is satisfactory. 7ut =BO consumers are not satisfy because some other

product available in market due to this reason =BO consumers have not satisfaction and B


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o of consumer Percentage

es JB EO

o =<


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C(CL?6)(

$his survey was done to indentify various problem an level of identify various problems and

level of satisfaction of consumer so that efforts might done to satisfy them which would result in

building long term relationship between the customer and company. 8ue to delivery in customer

need and e#pectations it become a different task to satisfy every customer therefore to satisfy

each and every customer the important of building relationship with them e#isted. ,or this

purpose a number of questions were asked to find out behavior of customer. $his research is also

done to know the views of the customer towards the services and quality and supply chain

management of coca cola product series.

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/+C(MM+84$)(

$he company should increase their service stations.

More financing option should be available.

$he company should provide more customer value.

,ollow up should be increased.

+ffort should be done for developing the concept of good relationship with consumers.

6pecial offer should be provided the coca cola product.

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7)7L)(G/4P5

ame of books1

Marketing Management V Philip Totler

Marketing /esearch 3 aresh T. Malhotra

4. /esearch methodology V C./. Tothari

Maga'ines - ewspapers

Literature from the web site 1

?/L www.wikipedia.org

?/L http1www.cocacolaindia.com

4uthori'ed dealer in a city

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http://www.cocacolaindia.com/http://www.cocacolaindia.com/


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Q es Q o

E. !hich drink you choose to satisfy your needR

Q Coca cola Q Pepsi

Q Mineral Q (ther

B. )s the nearly availability of product affected your decisionR

Q es Q o

>. 8oes offer free gift with Coca"Cola product affect your buying decisionR

Q es Q o

=;. 8oes your purchasing decision affected by the brand name of the Coca Cola productR

Q es Q o

==. ,or what purpose you buy coca"cola productR

Q Personal Q 7usiness

Q general Q 4ny (ther

=


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Q es Q o

=D. 4re you satisfy with Coca"Cola productR

Q es Q o

=:. Personal profile1

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$elephone o. 1 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV

+"Mail 1 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV

4ge 1VVVVVVVVVVVV Gender1VVVVVVVVVVVVVVV

Marketing Strategy Coca Cola

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