Poja Project

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TERM PROJECTMARKETING STRATEGY

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Marketing Strategies Of

Coca Cola

PRESENETED TO:MR. SUFIAN AHMAD

PRESENTED BY:

Sami Ullah Khan 27s-640

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TABLE OF CONTENTS

CONTENTS

1. Acknowledgement.2. Mission statement3. Introduction.4. Coca Cola.

a. Coca Cola International.b. History.

5. Management.6. Market share.7. Financial report.8. Dividends and Cash Plan.9. Products.

10.Strategic planning.11.Bottlers owned by Coca cola12.Coca Cola Pakistan.13.Major Competitors

a. Pepsib. History.c. Financial assets.

Market share.

Financial report.

Products.

Methodology

14.Some basic information regarding marketing of cokea. Target market:b. Major segments:c. Factors effecting sales:d. Major competitors:e. Strategies of quality:f. Threats from competitors:g. Targets that would like to attain:h. Expanding target marketi. Threats and opportunities for price:

j. Strategies of getting goals i.e. high profits:

k. Marketing strategy:l. Expectations for the coming year:m. How coke determine the yearly budget:

15.Marketing strategies16.Pest analysis

.

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DEDICATION

This report is dedicatedto my beloved parents,

Who educated me and enabled me

to reach at this level.

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ACKNOWLEDGEMENT

We think if any of us honestly reflects on who we are, how we got here, what we think we

might do well, and so forth, we discover a debt to others that spans written history. The

work of some unknown person makes our lives easier everyday. We believe it's appropriate

to acknowledge all of these unknown persons; but it is also necessary to acknowledge

those people we know have directly shaped our lives and our work.

First of all we would like to thank our teacherMr. Muhammad Shafique for their guidance

through out the semester.

Then we would like to thank our friend and brother Mr. Zeeshan Anjum for providing us the

information that was required for completion of this project.

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INTRODUCTION

The Coca-Cola Company was firstestablished in 1886 by Dr John Styth

Pemberton. Today, thecompany is

the world's leading manufacturer in

the beverage industry, operating

globally in more than 200 countries

with its head office located in

Atlanta, USA. It produces more than

300 beverage brands and over 1.06billion drinks are consumed per day.

In India, Coca-Cola was the leading

soft-drink till 1977 when govt.

policies necessitated its departure. Coca-Cola returned to

India in 1990 and over the past nineteen years has capturedthe imagination of the nation, building strong associations

with cricket, the thriving cinema industry, music etc. Coca-

Cola has been very strongly associated with cricket,

sponsoring the World Cup in 1996 and various other

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tournaments, including the Coca-Cola Cup in Sharjah in the

late nineties.

The Mission Statement of the Coca Cola Company

Our mission statement is to maximize shareowner value over time.

In order to achieve this mission, we must create value for all the constraints we serve,including our consumers, our customers, our bottlers, and our communities. The Coca ColaCompany creates value by executing comprehensive business strategy guided by six key

beliefs:

1. Consumer demand drives everything we do.2. Brand Coca Cola is the core of our business3. We will serve consumers a broad selection of the nonalcoholic ready-todrinkbeverages they want to drink through out the day.4. We will be the best marketers in the world.5. We will think and act locally.6. We will lead as a model corporate citizen.

The ultimate objectives of our business strategy are to increase volume, expand ourshare of worldwide nonalcoholic ready to drink beverages sales, maximize our long-term cash flows, and create economic value added by improving economic profit.

The Coca Cola system has more than 16 million customers around the world that sells orserves our products directly to consumers. We keenly focus on enhancing value for thesecustomers and helping them grow their beverage businesses. We strive to understandeach customers business and needs, whether that customer is a sophisticated retailer in adeveloped market a kiosk owner in an emerging market.

There are nearly 6 million people in the world who are potential consumers of ourcompanys product. Ultimately, our success in achieving our mission depends on our ability

to satisfy more of their beverage consumption demands and our ability to add value forcustomers. We achieve this when we place the right products in the right markets at theright time.

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COCA COLA INTERNATIONAL

HISTORY:HISTORY:

Coca-Cola Enterpr ises, established in 1986, is a young company by the

standards of the Coca-Cola system. Yet each of i ts franchises has a strong

heritage in the traditions of Coca-Cola that is the foundation for this Company.

The Coca-Cola Company t races i ts beginning to 1886, when an Atlanta

pharmacist, Dr. John Pemberton , began to produce Coca-Cola syrup for sale in

fountain drinks. However the bot tl ing business began in 1899 when two

Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead ,secured the exclusive rights to bottle and sell Coca-Cola for most of the United

States from The Coca-Cola Company.

The Coca-Cola bott ling system cont inued to operate as independent, local

businesses until the early 1980s when bottling franchises began to consolidate.

In 1986, The Coca-Cola Company merged some of i ts company-owned

operat ions with two large ownership groups that were for sale, the John T.

Lupton franchises and BCI Holding Corporat ion's bott l ing holdings, to formCoca-Cola Enterprises Inc. The Company offered i ts stock to the publ ic on

November 21, 1986, at a split-adjusted price of $5.50 a share. On an annual

basis, total unit case sales were 880,000 in 1986.

In December 1991, a merger between Coca-Cola Enterprises and the Johnston

Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company,

again helping accelerate bottler consolidation. As part of the merger, the senior

management team of Johnston assumed responsibil ity for managing the

Company, and began a dramatic, successful restructuring in 1992.Unit case

sales had climbed to 1.4 bill ion, and total revenues were $5 billion

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MANAGEMENT:MANAGEMENT:

The hierarchy of Coca Cola Company is as follows.

MARKET SHAREMARKET SHARE:

Being the biggest company in the soft drink industry, Coca Cola enjoys the largest marketshare. This company controls about 59% of the world market.

PRODUCTS:

There are different brands of the Coca Cola Company, which are currently in use throughout the world. This company not only deals in the carbonated drinks but also other drinks.While launching its product, the marketing team considers the culture of the country.

Major brands of coca cola

Coke

Sprite

Fanta

Diet coke

Coke classic

Chairman

Board of governors

Vice Chairman and chief operating officer

Executive Vice Presidents

Senior Vice Presidents

Vice Presidents

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PEPSI INTERNATIONAL

HISTORY

PepsiCois a world leader in convenient foods and beverages, with revenues of about $27billion and over 143,000 employees. The company consists of the snack businesses ofFrito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana North America and PepsiCo BeveragesInternational; and Quaker Foods North America, manufacturer and marketer of ready-to-eatcereals and other food products. PepsiCo brands are available in nearly 200 countries and

territories.Many of PepsiCo's brand names are over 100-years-old, but the corporation is relativelyyoung. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company,including Gatorade, in 2001.would entertain the listener with the latest musical selectionsrendered by violin or piano or both. The new name, Pepsi Cola, is derived from the two ofthe principle ingredients, Pepsin and Kola Nuts. It was first used on the August 28. At thattime, Bradhams advertising praises his drink as Exhilarating, invigorating, aids digestion.

1990-2002

The advertisement of the Pepsi changes to, You got the right one baby, Uh-Huh!.With theextensive usage of the stars in the adds, the popularity of Pepsi increase. In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest sellingready-to-drink tea brand in the United States. Outside the United States, Pepsi-ColaCompany's soft drink operations include the business of Seven-Up International. Pepsi-Cola beverages are available in more than 190 countries and territories.In Asia, they selected Lahore to make their regional office. This was done in 1970. Thisregional office is monitoring all the operations carried out in South West Asia. As inPakistan, they only entered beverage industry. They have eleven bottlers covering wholePakistan. The plant operating here is Riaz Bottlers (Pvt) LTD. This plant was established at

Lahore in 1974. The total capacity of the plant is 30,000 cases per day. They have fourfilling lines in the plant operating on the three shift bases. Each shift is of eight hours. Theyhave permanent work force of 750 people and they employee approximately 1000 peoplemore on temporary basis during summer season.

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Pepsis Products

Pepsi

Teem

Mirinda

Pepsi Max

Pepsi Lemon

Pepsi Blue

Mountain Dew

7up

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PROMISE OF COKE

The basic proposition of our business is simple, solid and timeless. When we bringrefreshment, value, joy and fun to our stakeholders, then we successfully nurture andprotect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligationto provide consistently attractive returns to the owners of our business.

TARGET MARKET

Cokes commercials basically based on young generations, So, the young generation is thetarget market of Coke because they want to represent Coke with the youth and energy butthey also consider about the old people they take then as a co-target market.

MAJOR SEGMENTS

Major segments are basically those people who take this drink daily and those areas wherethe demands is higher then the other areas. There are so many people who take this drinkdaily and those people who take weekly and those who take less often are always there aswell. So, their basic segments are those people who take this drink regularly.

FACTORS EFFECTING SALES

There are so many factors, which affects the sale of coke. Here we are discussing threemajor factors which effects coke.

Per capita income

Competitors

Weather

Per Capita Income

First we will discuss about Per capita income. This is major factor that affects the sale ofthis soft drink. Because which every passing year budgets are becoming very strict andtight in order to purchase things. So the disposable incomes of the people are comingdown. They spend heavily on rents, utilities, and education and basic necessities and after

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that when they get extra money they think about this soft drink .So the decreasing percapita income effects badly in selling and production of this soft drink.

And to get through with this difficulty there is need to increase the level of per capitaincome of Pakistan because it is much lesser than the rest of the countries.

Competitors

Cokes major competitor is PEPSI and there is no hesitation to say this because everyone knows that and all the other cold drinks and water, coffee, tea are the competitors.

Weather

Weather is the third major factor in effecting the Cokes selling. This is underdevelopedmarket so the cokes consumption in summers is 60% and in winters is 40%.

MAJOR CUSTOMERS NEED

First of all the majority dont care that what they are going to have. In other words, theydont care before drinking that whether it is Pepsi or coke. They dont actually

differentiate between these two brands in order to their tastes.Consumers basically drink what they get.They believe on WHAT COLD THEY SOLDConsumers availability in brands is basically works like:Push availabilityPull consumers demand.

For this reason Coca-Cola have provided their coolers and freezers in the market. Theyhave maximum number of coolers and freezers in the market. They provide thisinfrastructure free of cost just to provide child coke to their customer, which they want to bepurchase.

Their salesman and mechanics regularly visit all the shops where coke has itsinfrastructure to check that either it is in proper condition or not, if not then they immediatelychange or repair it.

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MAJOR COMPETITORS

Consumers firstly decide that they are going to have a soft drink. Then they competebrands with each other. Like they compete Coke with Pepsi and Sprite with 7up andteam .So the major competitor of Coke is Pepsi.When they motivate to any other brand or on Coke its in instinct basically that based onmessages derive certain feelings.But Coca Cola thinks in a different way, they believe that RC Cola, new coming AMRATCola, and all juices, even they take water and tea as their competitors.

STRATEGIES OF QUALITY

After Micro and macro analysis Brand coke is primarily role

1. Enhance competition moments

2. When people watch cricket3. Through commercialization

4. Fun time

Though these strategies there could be better understanding and better connection with thepublic. These are the key consumption.

THREATS FROM COMPETITORS

Threats are well planned. Price is the major threat. When price goes certain beyond the

exact price whether come down or go higher its effects the consumption of soft drink.Because when the price go higher people go for the substitute of coke i.e. Pepsi.And when price goes down they think that there is must be some thing wrong in it.In short it all depends on customers perception.

TARGETS THAT WOULD LIKE TO ATTAIN

Every organization runs on the bases of profit maximization so Coke is also looking for ahigh profit margin.

There are three major ways of making money

Over night profit

Windfall profit

Ethical and un-ethical ways

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Over Night Profits

They could be over night profit that is for the number 1 brand for the year. This could be gotmy increasing sales volume

Windfall Profit

Can be windfall profit. They are the extras profit. When the consumption the consumption ison boom. So, there is different kind of profits.

Ethical And Unethical Ways

Profit can also get through ethical and unethical ways. They believe on this quote Every thing is fare in love and war.

Some profits stays for some time like over night profits and some just come and go likewind fall profits. And they can also get profit through different approaches.

EXPANDING TARGET MARKET

In last 2 years Coke has come back in aggressive manner.

Consumer has choice

Attractive brand name

Brand differentiating

Consumer Has Got Choice

Now the consumer has got choice. Because now they know the name of another big brand,though coke is the 2nd best name but it can get a better position after some time

Attractive Brand Name

Now the consumers know the Name of Coke, because Coke is the name, which is the mostpopular after the word ok. So people can better differentiate brands with each other.

Brand Differentiation

Now different companies have got different brand names. So, people can distinguishbetween brands. Two major brands coke and Pepsi also have brand names.

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Coca Colas Brand

Coca cola is US brand. Because they believe in the togetherness, being people togetherand friends are being together. Coca Cola strongly believes that Pakistani temperament isUS not ME

Pepsis Brand

Pepsis brand is basically is basically ME branded. They use the temperament of ME. Incontrast to Coke they believe on individual struggle.

THREATS AND OPPORTUNITIES FOR PRICE

Opportunities

If Coke is considered a luxury product. Then there is the tax rate system15% - sales tax20% - excise duty27% - goes to government03% - In making Budget

After paying all these taxes coke has to pay electricity charges. We have to spend ondistributions. After paying all these expenses Cokes margin squeezed and consumers

have to pay for increasing tariffs.These are the opportunities through which we can increase the price and can get profits.

Threats

There are much more threats in increasing prices. Because same problem of substitute. IfCoke increase the price lets say 1 rupee. Then people definitely wont go for coke. Theyhave the best substitute of Coke that is Pepsi. So these are the threats in increasing prices.Coke will lose the margin of its profit and can face loss.

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MARKETING STRATEGY

Our local marketing strategy enables Coke to listen to all the voices around the worldasking for beverages that span the entire spectrum of tastes and occasions. What peoplewant in a beverage is a reflection of who they are, where they live, how they work and play,and how they relax and recharge. Whether you're a student in the United States enjoying arefreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juicedrink, or a couple in Korea buying bottled water after a run together, we're there for you.We are determined not only to make great drinks, but also to contribute to communitiesaround the world through our commitments to education, health, wellness, and diversity.Coke strives to be a good neighbor, consistently shaping our business decisions to improvethe quality of life in the communities in which we do business. It's a special thing to havebillions of friends around the world, and we never forget it.

MARKET POSITIONING

Product Range

The total range of Coca Cola company in Pakistan includes:

Coke.

Sprite.

Fanta.

Diet Coke.

And company offers their products in different bottle sizes these includes:

SSRB (standers size returnable bottle)

LRB (litter returnable bottle)

NRB (no return bottle) or disposable bottle

PET 1.5 (1.5 litter plastic bottle)

CANS (tin pack 330 ml)

Packing

Coca cola products are available in different packing

24 regular bottle shell

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6 bottle pack for 1.5 pets

12 bottles in a pack for disposable bottle

24 cans in one pack.

PRICE STRATEGY

Trade Promotion

Coca cola company gives incentives to middle men or retailers in way a that they offerthem free samples and free empty bottles, by this these retailers and middle man push theirproduct in the market. And thats why coca cola seen more in the market. And they have a

good sale in the market because according to the expert which product seen more in themarket that sells more.Seen as sold

They do agreements with a shop keepers and stores to exclusive sale in that stores. Thesestores are called as KEY accounts in their local language.And coke also invest heavy budget on these stores and offers them free samples and freebottles and some time cash incentives.

Different Price In Different Seasons

Some times Coca Cola Company change their product prices according to the season.Summer is supposed to be a good season for beverage industry in Pakistan.So in winter they reduce their prices to maintain their sales and profit. But normally theyreduce the prices of their pet bottles or 1 litter glass bottle.

PROMOTION STRATEGIES

Getting shelves

They gets or purchase shelves in big departmental stores and display their products in thatshelves in that style which show their product more clear and more attractive for theconsumers.

Eye Catching Position

Salesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores.

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Sale Promotion

Company also do sponsorships with different college and schools cafes and sponsors theirsports events and other extra curriculum activities for getting market share.

UTC Scheme

UTC mean under the crown scheme, coca cola often do this type of scheme and they offervery handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. Thisscheme is very much popular among children.

DISTRIBUTION CHANNELS

Coca Cola Company makes two types of selling

Direct sellingIndirect selling

Direct Selling

In direct selling they supply their products in shops by using their own transports. Theyhave almost 450 vehicles to supply their bottles. In this type of selling company have moreprofit margin.

Indirect Selling

They have their whole sellers and agencies to cover all area. Because it is very difficult forthem to cover all area of Pakistan by their own so they have so many whole sellers andagencies to assure their customers for availability of coca cola products.

FACILITATING THE PRODUCT BYINFRASTRUCTURE

For providing their product in good manner company has provided infrastructure these

includes:

Vizi cooler

Freezers

Display racks

Free empty bottles and shells for bottles

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ADVERTISEMENT

Coca cola company use different mediums

Print media

Pos material

Tv commercial

Billboards and holdings

Print Media

They often use print media for advertisement. They have a separate department for printmedia.

POS Material

Pos material mean point of sale material this includes: posters and stickers display in thestores and in different areas.

TV Commercials

As everybody know that TV is a most common entertaining medium so TV commercials isone of the most attractive way of doing advertisement. So Coca Cola Company does

regular TV commercials on different channels.

Billboards And Holdings

Coca cola is very much conscious about their billboards and holdings. They have so manysites in different locations for their billboards.

EXPECTATIONS FOR THE COMING YEAR

Every thing starts from the attitude of consumers behavior. And the basic key to attract the

consumers is to throw the money away.

And positive feeling felling with the brand, which they used to have Coke wants to advertisetheir products heavily in the coming year. And it will take the 10% of their profits. And whenwe take it as a global level it is $ I billion.

Coming year is the challenging year for the industry of Coke. They have to take lots ofdecisions that how to increase the production and where they have to spend money.For gaining success in coming year they have to have some important things like:

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1. Loyal consumers are important for companys success.

2. Workers should be the brand centric not the promotion centric.

3. They should know how much to for the brand activities.

4. They should also know that how much to do with the promotion activities for brand.

HOW COKE DETERMINE THE YEARLY BUDGET

Coke determines its yearly budget by the

Sales volume

Profitability

Target volume

Sales Volume

Coke determines its yearly budget through the sales volume. They first concentrate on thething is what is the condition of their sales? if the condition is good of their sales then theydefinitely increase their production and sales volume. Otherwise they concentrate on theirold strategies.

Profitability:

The second thing through which they determines budget is the profit .if they r gettingprofits with the high margin, then they definitely want to increase their profits in the nextcoming year. Every organization runs on the basis of getting high profits. No organizationwants to face Loss in their business. To get profit is the first priority of the Coke.

Target Volume:

To run the business every industry has some targets, which they want to achieve in aspecific time period. If industry achieves those goals in that period then for the coming yearit increases the volume of the target.

So Coke Follow the same thing it has also some goals and targets to achieve in the giventime period. When they succeed to achieve that target then they increase their targetvolume in the next year.

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SALES PROMOTION ACTIVITIES

Coca-Cola Cricket

Cricket the most sought after; watched & played game in Pakistan .the game of cricket hasbeen owned by various brands in the industry for the promotion of their products over aperiod of time. It has ranged from tobacco to lubricants to communication companies tobanks to airlines & lately to the beverage industry. The competition has become tougher &tougher as the time has progressed.

Coca-Cola signed a sponsorship agreement with eight of Pakistans National cricketplayers. Coca-Cola realizing the fact that cricket is a very strong element by which it canreach it consumers & masses invested in the opportunity and launched a massivecampaign on mass media showing all these cricket stars endorsing & complimenting Coca-

Cola brand. The Coca-Cola Company developed three TV commercials & four testimonialads with the player & ran them on the national net work during various cricket matches.These bold steps taken by the Coca-Cola marketing unit acclaimed them manyacknowledgements across the board. This campaign helped Coca-Cola to establish itsassociation with the game & the player.

Coca-Cola Concerts

Abrar-ul-haqs distinct style, lyrics & songs have made him an instant hit among themasses in Pakistan. His enormous popularity in the country & abroad is supported byCoca-Colas commitment towards providing healthy & fun-filled entertainment for the youthof Pakistan. Coca-Cola brought Abrar to his fans through holding concerts & featuringAbrar in a much-appreciated TVC & MMT featured throughout the country.

The TVC campaign focused on the hectic lifestyle of a pop star who found respite & reliefthrough Coca-Cola in short moments that he had to himself during a concert. Coca-Colasbrand positioning of providing deep down refreshment for the body, soul & mind werecaptured accurately in the TVC & depicted aptly how the drink completes the moment forAbrar.

Coca-Cola Food Mela

With a splash of food, fun & prizes to be won, the Coca-Cola food mela treated the peopleof Karachi, to a festive food festival comprising of 50 restaurants, spread out all over thebustling citys map. The promotion saw the avid families & friends enjoying the delicacies atthe restaurants; all resiliently upholding the Coca-Cola identity.

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Coca-Cola Basant Festival

In February the month of basant the parks & horticulture authority in Lahore nominatedCoca-Cola the official sponsor of the basant festival .Coca-Cola added to the carnivalatmosphere by making the festival free to enter & decorating all main roads in Lahore withilluminated kites. Coca-Cola also hosted a concert of pop idol Abrar-ul-haq, had childrensparade & held the Coca-Cola kite flying championship during the basant festival. Nowwhere there is basant there is Coca-Cola, it has been impossible to envisage basantwithout Coca-Cola. Coca-Cola give the more refreshing flavor to the colors of basant byadding more life to the festival, giving the consumer a unique experience which they hadnever tasted before.

Coca-Cola GO-RED

Quenching the thirst of motorist, pedestrians & passerbys during Lahores hottest summer

season, Coca-Colas GO-RED teams went out into the cities main quadrants to serve &refreshon the spot with ice-cold Coca-Colas at discounted prices backed by a heavy FMannouncement campaign the GO-RED stall, served well to promote the Coca-Colaindustry.

Coca-Cola Party in a Park

In June 2000, Coca-Cola created an experiential musical evening in Lahore, where Junoonperformed. This program was recorded and one-hour program shown in the national TV forfree.10 million households saw Coca-Cola Party in a Park while 10 thousand peopleattended the event.

Coca-Cola Shopping Festival

Coca-Cola hosted The Coca-Cola Shopping Festival Lahores first shopping festival, aresounding success with tempting discounts, live music, great prizes & fire works. Libertymarketing Gulberg was a hive of activity during the weeklong shopping extravaganza. Thein augural event proved so popular that it is now set to become an annual fixture.

Coca-Cola Pet Promotion

In 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in Pakistan.Targeting house wives & family home, Coca-Colas 1.5 liter Pet bottle, took the limelight &gained momentum with a campaign promoting the unique packaging and its numerousconsumer benefits .A treat for the family, Coca-Colas PET was offered through a price-offpromotion that said.Go out & get some

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Coca-Cola Ramzan Campaign

A very special occasion for the people of Pakistan Ramzan saw another very special Coca-Colas promotion, marketing the popular 1.5 liter PET bottle & the 1 liter bottle with a superprice-off promotion. The emphasis on enjoying Coca-Cola at Iftar with friends & family.

Coca-Cola Wonder of the World Promotion

In July 2000, Coca-Cola set the stage of the grand UTC promotion. Coca-Cola went aheadwith the idea of giving consumer chances to win fabulous, magical dream vacation tonumerous wonder destination throughout the world on every purchase of a 250 ml RGBbottle of Coca-Cola, Sprite, & Fanta.The promotion gave consumers a chance to win freedrink, a trip to PARIS, HOLLYWOOD, NEWYORK, SINGAPORE & CAIRO along withairfare & four nights free stay in these dream lands. The promotion saw avid consumer

collecting Coca-Cola Crown caps & sparked a keen response from the public , renderingan outstanding testimonial campaign in the second phase, highlighting the winners overwhelmed in the magical delight of their favorite beverage Coca-Cola.

Coca-Cola & Nokia

In August 2001, the new under-the-crown promotion Nikla Kiya?(What have u won) waslaunched in collaboration with Chimera Nokia.The promotion gave consumer a chance towin thousands of Coca-Cola branded Nokia 3310 cellular phones on every purchase of750ml RGB bottle of Coca-Cola ,Sprite, & Fanta.The other highlight of promotion was theCaught Red Handed campaign. Branded Coca-Cola with caught red handed team in

them went to Lahore & Karachi for three days, with target that anyone being caughtdrinking Coca-Cola will be awarded a nokia 3310 mobile phone & if someone is caughttalking on a nokia mobile will win free supply of Coca-Cola. Caught red handed become ahuge success among the masses as it was one to one interaction between the Coca-Colabrand & the consumers. This activity helped billed confidence and brand loyalty amongcore consumers.

Coca Cola TV Mazza

The coca cola new campaign is coca cola tv mazza, it is a utc scheme in which people are

getting television sets of different sizes. These days this scheme is very popular among thepeople.

Coca-Cola & Mc Donalds

Coca-Cola & key account of MC Donalds launched the we go together joint promotion toreinstate amongst consumers a real sense of the affinity that, both shares globally. Thepromotion kicked off with pos material (Danglers, Bunting etc) displayed at all MC Donaldsrestaurants along with a special offer for coke & fries.

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Fanta & Sprite Launched

In November 2000moving on to the Sprite & Fanta brands, the consumers in Pakistanwitnessed a soft launch in essence. The Coca-Cola Company declared the new Non-Returnable bottles of Sprite & Fanta as the New, On the Go Packs flaunting theinnovative packaging convenience. Fanta & Sprite are sure to enjoy considerable successin Pakistan.

Diet Coke

After the acquisition of the individual local franchise bottling facilities in 1996, the companyhas successfully launched its first new product, diet coke, for the first time in almost 3years. The was linked with three fashion shows as Diet Coke is related to fashion & fitness,but the major hit was thematic fashion shows in restaurants, which are the key accounts of

the company as this has been never done before in Pakistan.

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DATA ANALYSIS

1. Have you ever tried the product (Coca-Cola)?

0

5

10

15

20

25

30

35

yes no

Out of the 30 people we surveyed, all of them said theyhad tried Coca-Cola atleast once. This explains thebrand awareness of Coca-Cola.

2.Gender

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0

2

4

6

8

10

12

14

16

18

20

male female

Out of the 30 respondents, there were 18 men & 12women.

3. Age groups

0 5 10 15

no. of people

below 10 yrs

10-19 yrs

20-35 yrs

36-50 yrs

51 & above

Age Groups

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As represented in the chart, majority of the respondentswere in the age group of 20-35 years, the least of the lotbeing 2 kids who were also asked to participate in the

survey.

4. Do you enjoy the product (Coca-Cola)?

yes

77%

no

23%

From the analysis, it was found that majority of 77% (23people) respondents said they enjoyed drinking Coca-Cola as against 23% (7 people) who said they preferredother drinks.

5. What brand would you say is more popularamong the public?

a)Coca-Colab)Pepsic)Other

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Coca-Cola

56%

Pepsi

37%

Others

7%

As seen in the chart, out of 30 people, 17 respondentssaid, in their opinion, Coca-Cola was more popular while11 respondents said they preferred Pepsi as a popularbrand.

6. Do you enjoy Coca-Colas advertisements on TV?

0 2 4 6 8 10 12 14

I really like them

they are good but nothing special

not bad

I dont like them

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The chart represents that a majority of people thoughtthe Advertisements were good enough & they like whatthey see.

7. Do you think the price for a can of Coca Cola ischeap or expensive?

0 5 10 15 20 25

cheap

slightly

overpriced

expensive

As seen in the above figure, a majority of 23 peopleout of the 30 respondents thought that the Coca-ColaCans are slightly overpriced with a few people alsorating it as expensive.

8. If you were to see the Coca-Cola logo somewherewould you recognize it?

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yes

100%

no

0%0%0%

It is understood from the fact that the Logo of theCompany still has its image in the minds of the peoplewith all the respondents saying they would recognizethe Coca-Cola Logo.

9. How often do you buy the product?

0 5 10 15

never

once/few times in a year

few times in a month

few times in a week

everyday

As it can be seen in the figure, it was concluded thatmajority of the respondents bought the product quite

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frequently. This shows the brand loyalty of thecustomers towards Coca-Cola.

10. Where do you buy Coca-Cola products themost?

0 5 10 15 20

super markets

general stores

Restaurants

As seen in the above chart, customers usually preferredto buy Coca-cola in restaurants like KFC, Mc Donalds,Sub-Way etc. The second largest option was Generalstores stocking Coca-Cola.

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CONCLUSION

It was observed that Coca-Cola has been perceivedquite positively as it has been projected. People areaware of the Brand & Awareness of Coca-Cola is quitehigh in the market. When a product is launched, avidCoke drinkers choose this soda over any othercompetitor simply because it's a Coca-Cola product andthey trust it.

Although Coke has been into controversies, people stillprefer to stay loyal to the Brand with Coca-Cola beingtermed as a more popular brand than Pepsi.

Coca-Cola products would appear, on the shelf, to havethe most expensive range of soft drinks common tosupermarkets, at almost double the cost of no namebrands. This can be for several reasons apart from justto cover the extra costs of promotions, for which noname brands do without. When people buy Coca-Colathey are not just buying the beverage but also the image

that goes with it, therefore to have the price higherreiterates the fact that the product is of a better qualitythan the rest and that the consumer is not cheap.

In supermarkets and convenience stores Coca-Cola hastheir own fridge which contains only their products.

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There is little personal selling, but that is made up for inpublic relations and corporate image. Coca-Colasponsors a lot of events including sports and

recreational activities.

So

Jo chaho ho jaye coca-

cola enjoy

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LIMITATIONS

Time Constraints:

A two months time limits us to understand completely the market

requirements and all round working perspective of the company.

Position and Authentication Constraints:

With no authority or position it was sometimes

difficult to convince the customer in front as summer trainee holds no responsibilities in the eyes

of corporate.

No Customer Interection:ection

It is because the customers of Hindustan Coca-

Cola Beveragws Private Limited are big organisations, these organisations are situated

outside Varanashi. So , there is no interection with customers of Hindustan Coca-Cola

Beveragws Private Limited.

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SUGGESTIONS

In the report we have seen the graph of order booking

targets and sales turnover. In the graph of order booking we

have seen that the order for our product is increasing year. It

means that with the increase of order to target. We have

efficiency of the organisation; we have to improve on certain

points:

Cost efficiency:

To get the achievement of cost efficiency

we have to keep certain points in our mind they are

resale of scraps, inventory management, work

distribution.

Profit generation:

In the SWOT analysis we have seen there

is a great opportunity products, these can be turnkey for

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the company. The company should try to work on

export. They should lay more emphasis on export.

Improving technology:

There is no doubt that the product of

company is not good.

But from time to time the regular improvement of the

technology. It improves the quality of the product as well

as save the time.

Becoming a global player:

With the last dealings we can

conclude that the company had satisfy there maximum

customers. After those dealings the company should try

to get a good name in India as well as in international

market.

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Name: __________________________

1. Have you ever tried the product (Coca-Cola)?

a) Yesb) No

2. Gender

a) Male

b) Female

3. How old are you?a) Below 10

b) 10-19

c) 20-35

d) 36-50e) 51 & Above

4. Do you enjoy the product?

a) Yesb) No

c) It's not bad

5. What brand would you say is more popular among the public?

d) Coca-Cola

e) Pepsi

f) Other

6. Do you enjoy Coca Colas advertisements on TV?

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a) I really like them

b) They good but nothing specialc) Not bad

d) I don't enjoy them

7. Do you think the price for a can of Coca Cola is cheap or expensive?

a) Cheap

b) Slightly over priced

c) Expensive

8. If you were to see the Coca Cola logo somewhere would you recognize it?

a) Yesb) No

9. How often do you buy the product?

a) Never

b) Once/few times a yearc) Few times a month

d) Few times a week

e) Everyday

10. Where do you buy Coca-Cola products the most?

a) Super Markets

b) General stores

c) Restaurants (McDonald's, Subway, KFC etc)

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ANNEXURE

The internet is a powerful source of information related to management theories and

practices. This annexure has been compiled for the net-savvy reader who would like to surf the net

for information on an aspect that is, in some way, related to matter covered in this project work. This

compilation is meant to be illustrative rather than comprehensive and there might be many other

sources. You must be on the guard as every site listed on the search engines under the title

Marketing Strategies Analysis may not be related to my project over my study undergone in BPC

Hindustan Coca-Cola Beveragws Private Limited. It may be a site related to general references,

articles and slides over management theories on Marketing!

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BIBLIOGRAPHY

Bibliography refers to the sources through which information has been retrieved in my

project development:

Books & Magzines:

Marketing Management By ( Philip Kotler )

Economic Times

Annual Report of coca-cola company.

Websites:

www.google.com

www.coca - cola india.com

www.altavista.com

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CONCLUSION

After thorough research, we come to the conclusion that the marketing strategy of

Coca Cola is working for them and the product is gaining popularity among youth

day by day.

RECOMMENDATIONS

After completing our project we have concluded some recommendation for the coca

cola company, which are following.

Coca Cola Company should try to emphasis more on providing their

infrastructure in the market to facilitate their customers.

According to the survey, conducted by the international firm Pakistani people

like little bit sweeter cola drink. So for this coca cola company should produce

their product according to the local demand.

Marketing team should try to increase the availability of Coke in rural areas.

They should also focus the old people.

Now young generation has a trend to drink a coke 2 regular bottles at same

time, so providing more satisfaction to them company should introduce liter

disposable bottle.

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So

Jo chaho ho jaye coca-

cola enjoy

Poja Project

Documents

Transcript of Poja Project