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PROJECT
REPORT
ON
SUBMITTED TO:- SUBMITTED BY:-
Mrs. SHIPRA KHANNA JASMEEN &
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(Assistant Profssor! A"TAR
#$HITKARA UNI"ERSITY%
TABE O' $ONTENTS
S.NO TOPI$S PAES
1 Introduction 1 - 3
2 History 4 - 7
3 Organizational Structure 8 - 10
4 SWOT Analysis 11 1!
! "inancial Status o# T$e "ir% 1& - 17
& 'ar(eting Strategy O# T$e )o%*any 18 - 23
7 'ain )o%*etitors O# T$e )o%*any And T$ere Strategies 24 33
8 Suggestions And +eco%%endations 343!
, Su%%ary 3&
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10 +e#erences 37
A$KNO)EDEMENT
T$is *roect re*ort could not $a.e /een ritten it$out 'rs S$i*ra ($anna $o encouraged
and c$allenged %e t$roug$ %y acade%ic *rogra% S$e ne.er acce*ted less t$an %y /est
e##orts T$an( you
W$at is collected in t$is *roect are %aterials t$at I #ound in articles or in /oo(s I %a(e no
clai% to /e co%*re$ensi.e
A s*ecial t$an(s to t$e Aut$ors %entioned in t$e re#rences *age Wit$out you t$is guide/oo(
ould
Ha.e ta(en years o## %y li#e $ic$ I dont $a.e %any to s*are5
'ost es*ecially %y #riends ot$erise i ont /e a/le to e6*ress $at
I oe t$e% #or t$eir encourage%ent %e to co%*lete t$is *roect
And es*ecially to od $o %ade all t$ings *ossi/le
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INTRODU$TON
et reason go /e#ore e.ery enter*rise And counsel /e#ore e.ery action +esearc$ is a $u%anacti.ity /ased on intellectual in.estigation and is ai%ed at disco.ering inter*reting and
re.ising $u%an (noledge on di##erent as*ects o# t$e orld
MARKETIN RESEAR$H :-
'ar(eting researc$ is t$e #unction t$at lin(s t$e consu%er custo%er and *u/lic to t$e %ar(eter
t$roug$ in#or%ation used to identi#y and de#ine %ar(eting o**ortunities and *ro/le%s9
generate re#ine and e.aluate %ar(eting actions9 %onitor %ar(eting *er#or%ance9 and i%*ro.e
understanding o# %ar(eting as a *rocess 'ar(eting researc$ s*eci#ies t$e in#or%ation re:uired
to address t$ese issues designs t$e %et$ods #or collecting in#or%ation %anages and
i%*le%ents t$e data collection *rocess analyzes and co%%unicates t$e #indings and t$eir
i%*lications
-A%erican 'ar(eting Association
'ar(eting researc$ is a/out researc$ing t$e $ole co%*anys %ar(eting *rocess
-;al%er 20005
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INTRODU$TION TO $O$A-$OA
)oca-)ola t$e *roduct t$at $as gi.en t$e orld its /est-(non taste as /orn in Atlanta
eorgia on 'ay 8 188& )oca-)ola )o%*any is t$e orlds leading %anu#acturer %ar(eter
and distri/utor o# non-alco$olic /e.erage concentrates and syru*s used to *roduce nearly 400
/e.erage /rands It sells /e.erage concentrates and syru*s to /ottling and canning o*erators
distri/utors #ountain retailers and #ountain $olesalers T$e )o%*anys /e.erage *roducts
co%*rises o# /ottled and canned so#t drin(s as ell as concentrates syru*s and notready- to-
drin( *oder *roducts In addition to t$is it also *roduces and %ar(ets s*orts drin(s tea and
co##ee T$e )oca- )ola )o%*any /egan /uilding its glo/al netor( in t$e 1,20s ;ro.ide a %o%ent o# re#res$%ent
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#or a s%all a%ount o# %oney- a /illion ti%es a day? T$e )oca-)ola )o%*any and its netor(
o# /ottlers co%*rise t$e %ost so*$isticated and *er.asi.e *roduction and distri/ution syste% in
t$e orld 'ore t$an anyt$ing t$at syste% is dedicated to *eo*le or(ing long and $ard to sellt$e *roducts %anu#actured /y t$e )o%*any T$is uni:ue orldide syste% $as %ade T$e
)oca-)ola )o%*any t$e orlds *re%ier so#t-drin( enter*rise "ro% @oston to @eiing #ro%
'ontreal to 'osco )oca- )ola %ore t$an any ot$er consu%er *roduct $as /roug$t *leasure
to t$irsty consu%ers around t$e glo/e "or %ore t$an 11! years )oca-)ola $as created a s*ecial
%o%ent o# *leasure #or $undreds o# %illions o# *eo*le e.ery day
T$e )o%*any ai%s at increasing s$areoner .alue o.er ti%e It acco%*lis$es t$is /y or(ing
it$ its /usiness *artners to deli.er satis#action and .alue to consu%ers t$roug$ a orldide
syste% o# su*erior /rands and ser.ices t$us increasing /rand e:uity on a glo/al /asis T$ey ai%
at %anaging t$eir /usiness ell it$ *eo*le $o are strongly co%%itted to t$e )o%*any .alues
and culture and *ro.iding an a**ro*riately controlled en.iron%ent to %eet /usiness goals and
o/ecti.es
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HISTORY
)oca-)ola originated as a soda #ountain /e.erage in 188& selling #or #i.e cents a glass
Barly grot$ as i%*ressi.e /ut it as only $en a strong /ottling syste% de.elo*ed t$at
)oca-)ola /eca%e t$e orld-#a%ous /rand it is today
*+,, T first ott/in0 a0r1nt
To young attorneys #ro% )$attanooga Tennessee /elie.ed t$ey could /uild a /usiness around
/ottling )oca-)ola In a %eeting it$ )andler @ena%in " T$o%as and Cose*$ @
W$ite$ead o/tained e6clusi.e rig$ts to /ottle )oca-)ola across %ost o# t$e Dnited State
s*eci#ically e6cluding .ic(s/urg5 -- #or t$e su% o# one dollar A t$ird )$attanooga layer
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Co$n T u*ton soon oined t$eir .enture
Birt of t 2onto3r ott/ (*,*4!
@ottlers orried t$at t$e straig$t-sided /ottle #or )oca-)ola as easily con#used it$
i%itators A grou* re*resenting t$e )o%*any and /ottlers as(ed glass %anu#acturers to o##er
ideas #or a distincti.e /ottle A design #ro% t$e +oot lass )o%*any o# Terre Haute
Indiana on ent$usiastic a**ro.al in 1,1! and as introduced in 1,1& T$e contour /ottle
/eca%e one o# t$e #e *ac(ages e.er granted trade%ar( status /y t$e DS ;atent O##ice
Today itEs one o# t$e %ost recognized icons in t$e orld - e.en in t$e dar(F
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Post-5ar 0ro5t(*,67s!
Guring t$e ar &4 /ottling *lants ere set u* around t$e orld to su**ly t$e troo*s T$is
#olloed an urgent re:uest #or /ottling e:ui*%ent and %aterials #ro% eneral Bisen$oerEs
/ase in
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=*st $nt3r>
T$e )oca-)ola /ottling syste% gre u* it$ roots dee*ly *lanted in local co%%unities T$is
$eritage ser.es t$e )o%*any ell today as *eo*le see( /rands t$at $onor local identity and
t$e distincti.eness o# local %ar(ets As as true a century ago strong locally /ased
relations$i*s /eteen )oca-)ola /ottlers custo%ers and co%%unities are t$e #oundation on
$ic$ t$e entire /usiness gros
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ORANI?ATION STRU$TURE O' $O$A $OA IN INDIA
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S)OT Ana/>sis of $o2a $o/a
STRENTH )EAKNESS
OPPORTUNITIES THREAT
STRENTHES: DISTRIBUTION NET)ORK
T$e )o%*any $as a strong and relia/le distri/ution netor( T$e netor( is #or%ed on t$e
/asis o# t$e ti%e o# consu%*tion and t$e a%ount o# sale yielded /y a *articular custo%er in onetransaction It $as a distri/ution netor( consisting o# a nu%/er o# e##icient sales%en 700000
retail outlets and 8000 distri/utors T$e distri/ution #leet includes di##erent %odes o#
distri/ution #ro% 10 tonne to o*en /ay t$ree $eelers t$at can na.igate t$e narro alleyays
o# Indian cities constantly (ee* )oca-)ola /rands a.aila/le in e.ery noo( and corner o# t$e
)ountrys re%otest areas
STRON BRAND IMAE
)o(e $as its $istory o# a/out %ore t$an a century and t$is *rolonged sustenance $as de#initely
added to t$e /rand i%age in t$e %inds o# t$e consu%ers and to its allet T$e *roducts
*roduced and %ar(eted /y )oca-)ola India $a.e a strong /rand i%age
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Strong /rand na%es li(e )oca-)ola "anta T$u%s u* i%ca and 'aaza add u* to t$e /rand
na%e o# )oca-)ola )o%*any as a $ole )oca )ola India #or t$e #irst ti%e $as co%e out it$
cor*orate ca%*aign in India targeting its sta(e$olders T$e %ulti%edia ca%*aign >ittle Gro*so# Coy is ai%ed at raising t$e cor*orate /rand i%age o# t$e co%*any $ic$ too( a $ea.y
/eating it$ a nu%/er o# contro.ersies it #aced in di##erent do%ains
T$e ne ca%*aign is a *art o# a co%*lete restructuring e6ercise in t$e Indian ar% o# t$is glo/al
c$ange )oca )ola recently announced its ne cor*orate strategy called t$e >! ;illar strategy
T$e co%*any $as identi#ied t$e ! *illars as
• J;eo*le
• J;lanet
• J;ort#olio
• J;artners
• ;er#or%ance
O) $OST O' OPERATIONS
In lig$t o# t$e co%*anys A##orda/ility Strategy )oca-)ola ent a/out /ringing a cost-#ocus
culture in t$e co%*any T$is included *rocure%ent B##iciencies t$roug$ #ocus on (ey in*ut
%aterials trade disci*line and control and *roacti.e ta6 %anage%ent t$roug$ ta6 incenti.es
e6cise duty reduction and creating %ar(eting co%*anies T$ese %easures $a.e reduced t$ecosts o# o*erations and increased *ro#it %argins
)EAKNESSES: HEATH $ARE ISSUES
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In India t$ere e6ists a %aor contro.ersy concerning *esticides and ot$er $ar%#ul c$e%icals in
/ottled *roducts including )oca-)ola In 2003 t$e )entre #or Science and Bn.iron%ent
)SB5 a non- go.ern%ental organization in
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T$e )o%*any can co%e u* it$ ne *roducts $ic$ are not %anu#actured a/road li(e 'aaza
etc and e6*ort t$e% to #oreign nations It can co%e u* it$ strategies to eli%inate a**re$ension
#ro% t$e %inds o# t$e *eo*le toards t$e )o(e *roducts *roduced in India so t$at t$ere ill /ea considera/le a%ount o# e6*orts and it is yet anot$er o**ortunity to /roaden #uture *ros*ects
and cater to t$e glo/al %ar(ets rat$er t$an ust do%estic %ar(et
HIHER IN$OME AMON PEOPE
Ge.elo*%ent o# India as a $ole $as lead to an increase in t$e *er ca*ita inco%e t$ere/ycausing an increase in dis*osa/le inco%e Dnli(e olden ti%es *eo*le no $a.e t$e *oer o#
/uying goods o# t$eir c$oice it$out $a.ing to orry %uc$ a/out t$e #lo o# t$eir inco%e
)oca-)ola )o%*any can ta(e ad.antage o# suc$ a situation and en$ance t$eir sales
THREATS: IMPORTS
As India is de.elo*ing at a #ast *ace t$e *er ca*ita inco%e $as increased o.er t$e years and a
%aority o# t$e *eo*le are educated t$e e6*ort le.els $a.e gone $ig$ ;eo*le understand trade
to a large e6tent and t$e de%and #or #oreign goods $as increased o.er t$e years
I# consu%ers s$i#t onto i%*orted /e.erages rat$er t$an $a.e /e.erages %anu#actured it$in t$e
country it could *ose a t$reat to t$e Indian /e.erage industry as a $ole in turn a##ecting t$e
sales o# t$e )o%*any
TA@ & REUATORY SE$TOR
T$e ta6 syste% in India is acco%*anied /y a .ariety o# regulations at eac$ stage on t$e
conse:uence #ro% *roduction to consu%*tion W$en a license is issued t$e *roduction ca*acity
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is %entioned on t$e license and e.ery ti%e t$e *roduction ca*acity needs to /e increased t$e
license *oses a *ro/le% +eneing or u*dating a license e.ery no and t$en is di##icult
T$ere#ore t$is can li%it t$e grot$ o# t$e )o%*any and *ose *ro/le%s
SO)DO)N IN RURA DEMAND
T$e rural %ar(et %ay /e alluring /ut it is not it$out its *ro/le%s= o *er ca*ita dis*osa/le
inco%es t$at is $al# t$e ur/an dis*osa/le inco%e9 large nu%/er o# daily age earners acutede*endence on t$e .agaries o# t$e %onsoon9 seasonal consu%*tion lin(ed to $ar.ests and
#esti.als and s*ecial occasions9 *oor roads9 *oer *ro/le%s9 and inaccessi/ility to con.entional
ad.ertising %edia All t$ese *ro/le%s %ig$t lead to a slodon in t$e de%and #or t$
co%*anys *roducts
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'inan2ia/ stat3s of t 2o1an>
) O )A )OA - + A TIO A < A SIS
200 200 200&
Inco%e State%ent
+e.enue
)ost o# oods
Sold Interest
B6*ense Ta6
B6*ense
Inco%e #ro% )ont O*erations
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S$ort Ter%
In.est%ents
Accounts
+ecei.a/le
In.entory
81L
0!L
1&0
L
! ,!7 & 423 ! ,&82 ,12 2 &7,
220 240
482! 403121& 204
Pro;32t D1an;s:
Sales
rot$
43
L
!2
L
+ecei.a/le ,7 104
;ro#it 'argin
+eturn on Assets
211
L
211
L
)urrent +atio 0,! 104
Ge/t to Total Assets
Ti%es Interest Barned
04
4
04
4
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Mar9tin0 Strat0is
Our local %ar(eting strategy ena/les )o(e to listen to all t$e .oices around t$e orld as(ing #or
/e.erages t$at s*an t$e entire s*ectru% o# tastes and occasions W$at *eo*le ant in a /e.erage
is a re#lection o# $o t$ey are $ere t$ey li.e $o t$ey or( and *lay and $o t$ey rela6 and
rec$arge W$et$er youEre a student in t$e Dnited States enoying a re#res$ing )oca-)ola a
o%an in Italy ta(ing a tea /rea( a c$ild in ;eru as(ing #or a uice drin( or a cou*le in Norea
/uying /ottled ater a#ter a run toget$er eEre t$ere #or you We are deter%ined not only to
%a(e great drin(s /ut also to contri/ute to co%%unities around t$e orld t$roug$ our
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co%%it%ents to education $ealt$ ellness and di.ersity )o(e stri.es to /e a good neig$/or
consistently s$a*ing our /usiness decisions to i%*ro.e t$e :uality o# li#e in t$e co%%unities in
$ic$ e do /usiness ItEs a s*ecial t$ing to $a.e /illions o# #riends around t$e orld and ene.er #orget it
STRATEIES O' ETTIN OAS I.E. #HIH PRO'ITS%
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To increase t$e *rice is t$e least t$ing $ic$ )o(e can ado*t T$ere are so %any ays t$roug$
$ic$ )o(e can increase t$e *ro#its So%e %aor ays are as #ollos
• olu%e can /e increased
• Interest le.el o# consu%ers
• To ta(e *art in energetic #esti.als
Ho5 to in2ras t o/31 of 2ons31rs
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)o(e can increase t$e .olu%e /y e6*anding t$e industry o# co(e T$roug$ ad.ertise%ents
o##ering di##erent interesting t$ings to attract *eo*le toards t$is *roduct
Ho to increase t$e interest le.el o# consu%ersP
)o(e is increasing t$e interest le.el o# consu%ers /y o##ering di##erent #la.ors
'or Ca1/ )o(e is increasing t$e nu%/er o# #la.ors in >"anta? t$is is one o# t$e *roduct o#
co(e T$roug$ o##ering di##erent #la.ors )o(e can increase t$e e.el o# consu%ers and t$roug$
t$is *ro#its can /e gained
Ho to ta(e *art in energetic #esti.alsP
)o(e is already ta(ing *art in t$e #esti.al li(e >@asant? since last 3 years )o(e o##ers di##erent
attracti.e t$ings in t$eir #esti.al and t$roug$ t$is )o(e gained $ig$ *ro#it and consu%*tion o#
co(e increased on t$ese occasions
And t$is year in t$is year 2002 *eo*le ere an6iously aiting t$at $at interesting t$ing co(e
is going to o##er
O3r Mission:
Our %ission declares our *ur*ose as a co%*any It ser.es as t$e standard against
$ic$ e eig$t our actions and decisions It is t$e #oundation o# our 'ani#esto
15 To re#res$ t$e orld in /ody %ind and s*irit
25 To ins*ire %o%ents o# o*ti%is% t$roug$ our /rands and our actions
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35 To create .alue and %a(e a di##erence e.ery$ere e engage
O3r "ision:
Our .ision guides e.ery as*ect o# our /usiness /y descri/ing $at e need to
acco%*lis$ in order to continue ac$ie.ing sustaina/le grot$
Po/: @eing a great *lace to or( $ere *eo*le are ins*ired to /e t$e /est t$ey can /e
Portfo/io: @ringing to t$e orld a *ort#olio o# :uality /e.erage /rands t$at antici*ate and
satis#y *eo*leEs desires and needs
Partnrs:
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I1ro; Mission Stat1nt:
15 At )oca )ola eEre co%%itted to ac$ie.ing /usiness and #inancial success $ile
lea.ing a *ositi.e i%*rint on society deli.ering $at e call ;er#or%ance it$
;ur*ose
25 Our %ission is to /e t$e orldEs *re%ier consu%er ;roducts )o%*any #ocused
on con.enient #oods and /e.erages We see( to *roduce #inancial reards to
in8.estors as e *ro.ide o**ortunities #or grot$ and enric$%ent to our e%*loyees
our /usiness *artners and t$e co%%unities in $ic$ e o*erate And in e.eryt$ing e
do e stri.e #or $onesty #airness and integrity
I1ro; "ision Stat1nt:
15 )oca cola )o res*onsi/ility is to continually i%*ro.e all as*ects o# t$e orld in
$ic$ e o*erate en.iron%ent social econo%ic creating a /etter to%orro t$an
today
25 Our .ision is *ut into action t$roug$ *rogra%s and a #ocus on en.iron%ental
steards$i* acti.ities to /ene#it society and a co%%it%ent to /uild s$are$older
.alue /y %a(ing )oca cola )o a truly sustaina/le co%*any
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PROMISE O' $OKE
T$e /asic *ro*osition o# our /usiness is si%*le solid and ti%eless W$en e /ring re#res$%ent
.alue oy and #un to our sta(e$olders t$en e success#ully nurture and *rotect our /rands
*articularly )oca-)ola T$at is t$e (ey to #ul#illing our ulti%ate o/ligation to *ro.ide
consistently attracti.e returns to t$e oners o# our /usiness
TARET MARKET
)o(es co%%ercials /asically /ased on young generations So t$e young generation is t$e
target %ar(et o# )o(e /ecause t$ey ant to re*resent )o(e it$ t$e yout$ and energy /ut t$ey
also consider a/out t$e old *eo*le t$ey ta(e t$en as a co-target %ar(et
MAJOR SEMENTS
'aor seg%ents are /asically t$ose *eo*le $o ta(e t$is drin( daily and t$ose areas $ere t$e
de%ands is $ig$er t$en t$e ot$er areas T$ere are so %any *eo*le $o ta(e t$is drin( daily and
t$ose *eo*le $o ta(e ee(ly and t$ose $o ta(e less o#ten are alays t$ere as ell So t$eir
/asic seg%ents are t$ose *eo*le $o ta(e t$is drin( regularly
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Mar9t $o1titors 2o1ititors an; tir strat0is
)o(es %aor co%*etitor is >;B;SI? and t$ere is no $esitation to say t$is /ecause e.ery one
(nos t$at and all t$e ot$er cold drin(s and ater co##ee tea is t$e co%*etitors
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Trats fro1 2o1titors
T$reats are ell *lanned ;rice is t$e %aor t$reat W$en *rice goes certain /eyond t$e e6act
*rice $et$er co%e don or go $ig$er its e##ects t$e consu%*tion o# so#t drin( @ecause $en
t$e *rice go $ig$er *eo*le go #or t$e su/stitute o# >co(e? ie ;e*si And $en *rice goes don
t$ey t$in( t$at t$ere is %ust /e so%e t$ing rong in it
In s$ort it all de*ends on custo%ers *erce*tion
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Tar0ts tat 5o3/; /i9 to attain:
B.ery organization runs on t$e /ases o# *ro#it %a6i%ization so )o(e is also loo(ing #or a $ig$
*ro#it %argin
T$ere are t$ree %aor ays o# %a(ing %oney
• O.er nig$t *ro#it
• Wind#all *ro#it
Or Ni0t Profits
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T$ey could /e o.er nig$t *ro#it t$at is #or t$e nu%/er 1 /rand #or t$e year T$is could /e got
%y increasingsales .olu%e
)in;fa// Profit
)an /e ind#all *ro#it T$ey are t$e e6tras *ro#it W$en t$e consu%*tion t$e consu%*tion is on
/oo% So
t$ere is di##erent (ind o# *ro#its
ECan;in0 tar0t 1ar9t
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In last 2 years )o(e $as co%e /ac( in aggressi.e %anner
•
)onsu%er $as c$oice
• Attracti.e /rand na%e
• @rand di##erentiating
$ons31r Has ot $oi2
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co(e? and >;e*si? also $a.e /rand na%es
$o2a $o/as Bran;
)oca cola is >DS? /rand @ecause t$ey /elie.e in t$e toget$erness /eing *eo*le toget$er and
#riends are /eing toget$er )oca )ola strongly /elie.es t$at ;a(istani te%*era%ent is >DS? not
>'B?
Psis Bran;
3!
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;e*sis /rand is /asically is /asically >'B? /randed T$ey use t$e te%*era%ent o# >'B? Incontrast to )o(e t$ey /elie.e on indi.idual struggle
THREATS AND OPPORTUNITIES 'OR PRI$E
Oort3nitis
I# )o(e is considered a lu6ury *roduct T$en t$ere is t$e ta6 rate syste%
1!L - sales ta6
20L - e6cise duty
27L - goes to go.ern%ent
03L - In %a(ing @udget
A#ter *aying all t$ese ta6es co(e $as to *ay electricity c$arges We $a.e to s*end on
distri/utions A#ter *aying all t$ese e6*enses )o(es %argin s:ueezed and consu%ers $a.e to
*ay #or increasing tari##s T$ese are t$e o**ortunities t$roug$ $ic$ e can increase t$e *rice
and can get *ro#its
Trats
T$ere are %uc$ %ore t$reats in increasing *rices @ecause sa%e *ro/le% o# su/stitute I# )o(e
increase t$e *rice lets say 1 ru*ee T$en *eo*le de#initely ont go #or co(e T$ey $a.e t$e /est
su/stitute o# )o(e t$at is ;e*si So t$ese are t$e t$reats in increasing *rices )o(e ill lose t$e
%argin o# its *ro#it and can #ace loss
3&
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MARKET POSITIONIN
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;roduct +ange
T$e total range o# )oca )ola co%*any in ;a(istan includes=
• )o(e
• S*rite
• "anta
• Giet )o(e
And co%*any o##ers t$eir *roducts in di##erent /ottle sizes t$ese includes=
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• SS+@ standers size returna/le /ottle5
• +@ litter returna/le /ottle5
•
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• )o%*any $as to concentrate on t$e #ruit /ased drin(s and add so%e %ore #ruit /ased drin(s
to t$e *roduct line
• T$e ;e*si )o%*any $as to increase t$e
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• )oca )ola )o%*any s$ould try to e%*$asis %ore on *ro.iding t$eir in#rastructure in t$e
%ar(et to #acilitate t$eir custo%ers
• According to t$e sur.ey conducted /y t$e international #ir% ;a(istani *eo*le li(e little
/it seeter cola drin( So #or t$is coca cola co%*any s$ould *roduce t$eir *roduct
according to t$e local de%and
• 'ar(eting tea% s$ould try to increase t$e a.aila/ility o# )o(e in rural areas
• T$ey s$ould also #ocus t$e old *eo*le
•
)oca-)ola t$e *roduct t$at $as gi.en t$e orld its /est-(non taste as /orn in
Atlanta eorgia on 'ay 8 188& )oca-)ola )o%*any is t$e orlds leading
%anu#acturer %ar(eter and distri/utor o# non-alco$olic /e.erage concentrates and syru*s
used to *roduce nearly 400 /e.erage /rands It sells /e.erage concentrates and syru*s to
/ottling and canning o*erators distri/utors #ountain retailers and #ountain $olesalers )oca-
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)ola as #irst introduced /y Co$n Syt$ ;e%/erton a *$ar%acist in t$e year 188& in Atlanta
eorgia $en $e concocted cara%el-colored syru* in a t$ree-legged /rass (ettle in $is
/ac(yard He #irst >distri/uted? t$e *roduct /y carrying it in a ug don t$e street to Caco/s;$ar%acy and custo%ers /oug$t t$e drin( #or #i.e cents at t$e soda #ountain )ar/onated
ater as tea%ed it$ t$e ne syru* $et$er /y accident or ot$erise *roducing a drin(
t$at as *roclai%ed >delicious and re#res$ing? a t$e%e t$at continues to ec$o today $ere.er
)oca-)ola is enoyed )oca-)ola originated as a soda #ountain /e.erage in 188& selling
#or #i.e cents a glass Barly grot$ as i%*ressi.e /ut it as only $en a strong /ottling
syste% de.elo*ed t$at )oca-)ola /eca%e t$e orld-#a%ous /rand it is today )oca- )ola as
t$e leading so#t drin( /rand in India until 1,77 $en it le#t rat$er t$an re.eal its #or%ula
to t$e o.ern%ent and reduce its e:uity sta(e as re:uired under t$e "oreign +egulation Act
"B+A5 $ic$ go.erned t$e o*erations o# #oreign co%*anies in India In t$e ne li/eralized
and deregulated en.iron%ent in 1,,3 )oca-)ola %ade its re-entry into India t$roug$ its
100L oned su/sidiary H))@; t$e Indian /ottling ar% o# t$e )oca-)ola )o%*any
'inute 'aid ;ul*y Orange introduced into India /y t$e )oca-)ola )o%*any A consu%er
sa%*ling in.ol.ing !! la($ *eo*le as conducted in a s*an o# 30 days across %aor cities in
order to gi.e t$e *roduct t$e re:uired %ar(eting *us$ and to recognize t$e *ros*ecti.e
consu%ers and t$eir o*inion in order to de.elo* and %ar(et t$e *roduct in a /etter ay in t$e
near #uture T$e %et$odology used in studying and understanding t$e *ercei.ed .ies o#
consu%ers toards t$e *roduct as KSA';I
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• 555.t2o2a-2o/a2o1an>.2o1
• 555.n5s.2.2o.39
•
555.in;ia-srr.2o1• 555.1a0in;ia.2o1
• 555.2o2a-2o/ain;ia.2o1
• 555.5i9iinst.2o1
• 555.on=.nt
OTHERS
• Annual re*ort o# )oca-)ola 2008
• Annual re*ort o# )oca-)ola 200,
• Annual re*ort o# )oca-)ola 2010