COCACOLA(MKT)

8/7/2019 COCACOLA(MKT)

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JoJo chahochaho hoho jaye jaye COCA COLACOCA COLA enjoy«..!enjoy«..!



Marketing Strategy Of Coca Cola

´ Marketing Strategy customer

response Of Coca Colaµ





VISSIONVISSION

Profits: maximize the return of shareholder.Profits: maximize the return of shareholder.

People: establish a great place to work where people arePeople: establish a great place to work where people areinspired to the best they can do.inspired to the best they can do.

Portfolio: Bringing to the world a portfolio of beveragePortfolio: Bringing to the world a portfolio of beveragebrands that anticipate and safely peoples desire & need.brands that anticipate and safely peoples desire & need.

Partners: nurturing a winning network of partners &Partners: nurturing a winning network of partners &building a mutual loyalty.building a mutual loyalty.

Planet: Being a responsible global citizen that makes aPlanet: Being a responsible global citizen that makes adifference.difference.



COMPANY PROFILECOMPANY PROFILE

Type Soft drink (Cola)Type Soft drink (Cola) Headquarter Greater Atlanta AreaHeadquarter Greater Atlanta Area Industry BeveragesIndustry Beverages

TypeP

ublicC

ompanyTypeP

ublicC

ompany Status OperatingStatus Operating Company Size 92,500 employeesCompany Size 92,500 employees 2009 Revenue $32,900,000,0002009 Revenue $32,900,000,000 Founded 1886Founded 1886 Manufacturer CocaManufacturer Coca--Cola CompanyCola Company

Country of origin United StatesCountry of origin United States Key Person Muhtar KentKey Person Muhtar Kent Key Person (India) Atul SinghKey Person (India) Atul Singh



PRODUCTSPRODUCTS



COMPETITORSCOMPETITORS

Coca Cola(1 on 1)Coca Cola(1 on 1) PepsicoPepsico

Coke / Thumbs UpCoke / Thumbs Up PepsiPepsi

FantaFanta OrangeOrange

LimcaLimca 7 up / 7up Ice7 up / 7up Ice

SpriteSprite Mountain Dew / MirindaMountain Dew / Mirinda

MaazaMaaza SliceSlice

KinleyKinley Aquafina Aquafina

Kinley Club SodaKinley Club Soda Lehar SodaLehar Soda



ADVERTISEMENT ADVERTISEMENT

Thanda Matlab, Coca ColaThanda Matlab, Coca Cola

Jo Chaho Ho Jaye, Coca Cola EnjoyJo Chaho Ho Jaye, Coca Cola Enjoy

Thums up, taste the thunder.Thums up, taste the thunder. Taaza mango, Maaza mangoTaaza mango, Maaza mango

Seedhi baat no bakwas.Seedhi baat no bakwas.

Oye Soniyo, Thanda PiyoOye Soniyo, Thanda Piyo



OrganisationOrganisation HierarchyHierarchy



HISTORYHISTORY

The prototype CocaThe prototype Coca--Cola recipe was formulated at theCola recipe was formulated at theEagle Drug and Chemical Company, a drugstore inEagle Drug and Chemical Company, a drugstore inColumbus, Georgia by John Pemberton, originally as aColumbus, Georgia by John Pemberton, originally as acoca wine calledcoca wine called Pemberton's French Wine Coca.Pemberton's French Wine Coca.

Coca Cola Company established alone in 1888.Coca Cola Company established alone in 1888.

CocaCoca--Cola was sold in bottles for the first time on MarchCola was sold in bottles for the first time on March12, 1894.Cans of Coke first appeared in 1955.The first12, 1894.Cans of Coke first appeared in 1955.The first

bottling of Cocabottling of Coca--Cola occurred in Vicksburg, MississippiCola occurred in Vicksburg, Mississippi

Coca Cola came in India in 1993.Coca Cola came in India in 1993.



OBJECTIVESOBJECTIVES

Ensuring the visibility of the product.Ensuring the visibility of the product.

Ensuring the availability of products in outlets.Ensuring the availability of products in outlets.

Analyzing the effect of scheme.Analyzing the effect of scheme.

Analyzing the effect of discounts rural market.Analyzing the effect of discounts rural market.



PROCESS

OF PRO

JEC

T WOR

KPROCE

SSOF

PRO

JEC

T WOR

K

The following steps adopt for complete the workThe following steps adopt for complete the work

Identify outlet which sale coke product.Identify outlet which sale coke product.

The shopkeeper¶s demand & agreed for monopolyThe shopkeeper¶s demand & agreed for monopoly

Prime location (Out side or at the entrance) outletsPrime location (Out side or at the entrance) outlets

which attract more foot fall (costumers) towards thewhich attract more foot fall (costumers) towards thestore.store.

Ready for all agreement those have CocaReady for all agreement those have Coca--ColaCola



RESEARCH METHODOLOG YRESEARCH METHODOLOG Y

We chose questionnaire (open and close end) and interviewWe chose questionnaire (open and close end) and interview

method for date collection.method for date collection.

The data collected was primary in nature.The data collected was primary in nature.

Dealer and retailer survey was the method for data collection.Dealer and retailer survey was the method for data collection.

Sample sizeSample size--50.50.



StrategiesStrategies

Focus of availability of products in market.Focus of availability of products in market.

Focus of availability of products in outlet Focus of availability of products in outlet

Satisfying market priorities.Satisfying market priorities.

Distribution of product according toDistribution of product according tolocality.locality.

Coke product visible for consumer.Coke product visible for consumer.

Focus on villages.Focus on villages.



SALES PROMOTION METHODSALES PROMOTION METHOD

Consumer sales promotion methodConsumer sales promotion method

Traders / WholeTraders / Whole salerssalers promotion method.promotion method.

Sales force promotion method.Sales force promotion method.



P ART OF MARKETINGP ART OF MARKETING

STR ATEGY STR ATEGY COBOCOBO--(Company owned bottling(Company owned bottling

operations)operations)

FOBOFOBO--(Franchise owned bottling(Franchise owned bottlingoperations)operations)



Flow of distributionsFlow of distributions

Plant Plant Market Market

Direct routeDirect routeWarehousesWarehouses

Indirect routeIndirect route

DistributerDistributer

Market Market



FINDINGSFINDINGS

Price factor (increased price inPrice factor (increased price incomparison to 2005comparison to 2005--2007)2007)

Competition with local drinks likeCompetition with local drinks like campacampacola,cola, fruitefruite juice. juice.

Irregular supply in small villages.Irregular supply in small villages.

Find impurity in coca colaFind impurity in coca cola visivisi coolers..coolers..



Found so many outlets want Found so many outlets want visivisi--coolers.coolers.

Some retailer complain about service andSome retailer complain about service andrepair coolerrepair cooler

Some complain about gifts scheme,Some complain about gifts scheme,replacement of leakage bottles.replacement of leakage bottles.

Company representative are not seriousCompany representative are not seriousabout the retailers problem.about the retailers problem.



RECOMMENDATIONRECOMMENDATION

The company should measure Retailers satisfactionThe company should measure Retailers satisfactionregularly.regularly.

Company can increase the sales when it consideringCompany can increase the sales when it consideringmore on retailers, their suggestions or complain aboutmore on retailers, their suggestions or complain about

service or product so that necessary action can be taken.service or product so that necessary action can be taken. Company representatives should visit retailers andCompany representatives should visit retailers and

should make a longshould make a long--term relationship with retailer so thatterm relationship with retailer so thatthey can push the product.they can push the product.

Increase the number of dealers and retailers as this willIncrease the number of dealers and retailers as this willhelp in making high sales volume.help in making high sales volume.

Try to continue the good image of the outlets by keepingTry to continue the good image of the outlets by keepingmore and more good quality in services.more and more good quality in services. Company should attains on small outlets so there SalesCompany should attains on small outlets so there Sales

can increase.can increase.



LIMITATIONLIMITATION

The study was restricted to Bahraich Rural region only, so itThe study was restricted to Bahraich Rural region only, so itwas difficult to generalize the findings.was difficult to generalize the findings.

A busy schedule of dealers/ retailers also makes theA busy schedule of dealers/ retailers also makes thecollection of information a very difficult one.collection of information a very difficult one.

The projection is purely based on verbal meetings and mayThe projection is purely based on verbal meetings and maybe influenced by researcher.be influenced by researcher.

NonNon--coco--operative behavior of respondent was a big problemoperative behavior of respondent was a big problemin this survey.in this survey.

The research was based on primary collection of dataThe research was based on primary collection of datathrough voice interview so there may be chances of humanthrough voice interview so there may be chances of humanerror .error .



CONCLUSIONCONCLUSION

The image of CocaThe image of Coca--Cola is better than its mainCola is better than its maincompetitor.competitor.

The sales promotion techniques likeThe sales promotion techniques like--Discount toDiscount tomonopoly retailers & schemes on products is better monopoly retailers & schemes on products is better than the competitors.than the competitors.

ThumpsThumps--Up and coke is the leading brand of cocaUp and coke is the leading brand of coca--cola in different regions.cola in different regions.

Sale of product is based on display because we sawSale of product is based on display because we sawthis on manythis on many outlets.soutlets.s

Advertising campaign of CocaAdvertising campaign of Coca--Cola now can seeCola now can seeeasily on villages like sign board,easily on villages like sign board,hoardings on highways, banners @ outlets are doinghoardings on highways, banners @ outlets are doingwell for coca cola.well for coca cola.



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COCACOLA(MKT)