Lovely School of Management

Submitted To: Submitted By:Mr. Sunil Budhi Raja Gyan Prakash Roll. No:-B46 Se tion: - S!""# R e$. %d:-!!"!!&'6

()*N+,-./G.M.NT After completing my IInd semester curriculum. I went for summer training for 8 weeks duration and it bears inspirit of several person. I have achieve this training in one of the most esteemed organization of the country 0industan )o a-)ola Be1era$es Pri1ate -imited2 Patna for their kind permission to undertaken its study I am grateful to respected Mr. ,rivate i!ay "umar Singh #$% &'ecutive( in )oca*)ola Limited-. .or their moral support and

+everages

encouragement throughout my pro!ect work. /his list will go incomplete without the special reference of the contribution and whole hearted support of manager0s and all other staff and department( which truly reflect their deep insight into the pro!ect and the professional touch which is their benchmark. I would like to thanks Mr. Sunil Budhi
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Raja. 1ho helped me a lot during this pro!ect2 My gratitude will not be completed without thanking my beloved parents who have been a constant source of aspiration 3 blessing in my pursuit for studies.

/A+L& 4. )45/&5/S

)+NT.NTS 6. Mission statement 7. Introduction. 8. )oca )ola. a. )oca )ola International. b. $istory. 9. Management. :. &;/&%5AL MA%"&/I5< &5 I%45M&5/ =. Market share. >. .inancial report. 8. ?ividends and )ash ,lan. @. ,roducts. 6A. Market mi' of )oca*)ola 66. Strategic planning. 67. +ottlers owned by )oca cola 68. )oca )ola ,akistan. 69. Ma!or )ompetitors a. ,epsi b. $istory. c. .inancial assets. Market share. .inancial report. ,roducts.
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 Methodology 6:. Some basic information regarding marketing of coke a. /arget marketB b. Ma!or segmentsB c. .actors effecting salesB d. Ma!or competitorsB e. Strategies of CualityB f. /hreats from competitorsB g. /argets that would like to attainB h. &'panding target market i. /hreats and opportunities for priceB !. Strategies of getting goals i.e. Dhigh profitsEB k. Marketing strategyB l. &'pectations for the coming yearB m. $ow coke determine the yearly budgetB 6=. Marketing strategies 6>. ,est analysis

. The Mission Statement o3 the )o a )ola )om4any 4ur mission statement is to ma'imize 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. /he )oca )ola )ompany creates value by e'ecuting comprehensive business strategy guided by si' key beliefsB 6. 7. )onsumer demand drives everything we do. +rand )oca )ola is the core of our business 3. 1e will serve consumers a broad selection of the nonalcoholic ready*toFdrink beverages they want to drink throughout the day. 9. 1e will be the best marketers in the world. :. 1e will think and act locally. =. 1e will lead as a model corporate citizen.
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/he ultimate ob!ectives of our business strategy are to increase volume( e'pand our share of worldwide nonalcoholic ready to drink beverages sales( ma'imize our long*term cash flows( and create economic value added by improving economic profit. /he )oca )ola system has more than 6= million customers around the world that sells or serves our products directly to consumers. 1e keenly focus on enhancing value for these customers and helping them grow their beverage businesses. 1e strive to understand each customer0s business and needs( whether that customer is a sophisticated retailer in a developed market a kiosk owner in an emerging market. /here are nearly = million people in the world who are potential consumers of our company0s product. Gltimately( our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and our ability to add value for customers. 1e achieve this when we place the right products in the right markets at the right time. )+)( )+-( %NT.RN(T%+N($IS/4%HB )oca*)ola &nterprises( established in 688=( is a young

company by the standards of the )oca*)ola system. Het each of its franchises has a strong heritage in the traditions of )oca*)ola that is the foundation for this )ompany. /he )oca*)ola )ompany traces it0s beginning to 688=( when an Atlanta pharmacist( ?r. Iohn ,emberton ( began to produce )oca*)ola syrup for sale in fountain drinks. $owever the bottling business began in 68@@ when two )hattanooga businessmen( +en!amin .. /homas and Ioseph +. 1hitehead (
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secured the e'clusive rights to bottle and sell )oca*)ola for most of the Gnited States from /he )oca*)ola )ompany. /he )oca*)ola bottling system continued to operate as

independent( local businesses until the early 6@8As when bottling franchises began to consolidate. In 6@8=( /he )oca* )ola )ompany merged some of its company*owned operations with two large ownership groups that were for sale( the Iohn /. Lupton franchises and +)I $olding )orporationJs bottling holdings( to form )oca*)ola &nterprises Inc. /he )ompany offered its stock to the public on 5ovember 76( 6@8=( at a split*ad!usted price of K:.:A a share. 4n an annual basis( total unit case sales were 88A(AAA in 6@8=. In ?ecember 6@@6( a merger between )oca*)ola &nterprises and the Iohnston )oca*)ola +ottling <roup( Inc. #Iohnstoncreated a larger( stronger )ompany( again helping accelerate bottler consolidation. As part of the merger( the senior management team of Iohnston assumed responsibility for managing the )ompany( and began a dramatic( successful restructuring in 6@@7.Gnit case sales had climbed to 6.9 billion( and total revenues were K: billion /he )oca*)ola )ompany is the world0s largest beverage company. /hey operate in more than 7AA countries 3 markets more than 78AA beverage products. $ead Cuartered at Atlanta( <eorgia( they employ appro'imately @A:AA employees all over the world. It is often referred to simply as )oke or #in &uropean and American countriesas )ola or ,op.

MA5A<&M&5/B /he hierarchy of )oca )ola )ompany is as follows.

Chairman Board of governors

Vice Chairman and chief operating officer

Executive Vice residents

!enior Vice residents

Vice residents

MA%"&/ S$A%&: +eing the biggest company in the soft drink industry( )oca )ola en!oys the largest market share. /his company controls about :@L of the world market. <L4+AL MA%"&/ S$A%&B /he following table can show the worldwide operating segments. #/able5nit ase $ro6th Nonal ohol i drink 7AA7 (ll ommer ial Be1era$es 7AA7

6A year compound annual growth )omp Indus any try

:*year 7AA6 annual compound growth annual growth )omp Indus )omp Indus any try any try
"

)ompan )omp )omp y share any any share per

=L

:L

:L

:L

9L

9L

68L

@L

capita Incom e >A

/his shows that the market of the company is geographically vast and it is controlling it with great success. In 7AA7( the company grew their carbonated soft*drink business by nearly 7:A million unit cases and generated record volumes. +ecause carbonated soft drinks are the largest growth segment within the nonalcoholic ready*to*drink beverage category measured by volume( that is why they are focusing more on this and they are continually increasing the pace because they know that accelerating this pace is crucial to their future success. /hus they are increasing their market day by day. /he operation income earned by )oca )ola )ompany can be illustrated by the following pie chart. #.igure-

/his strategy has worked a lot and it has helped them to become the 1orld0s leading Soft ?rink )ompany. /he global unit sale of the )oca )ola )ompany is increasing from the last ten years. /he data of the global unit sale of the )oca )ola )ompany can be represented by following chart.

#.igure12 10 8 6 4 2 0 1971 1981 1991 2002 unit sale in billions

So there is positive growth in the market of the )oca )ola )ompany. /here is a worldwide volume increase by 9L with strong international growth of :L. /his is only due to the innovative marketing programmers( which has deepened the relationship of the customers and )oca )ola. /he financial health and success of their bottling partners is a critical component of /he )oca*)ola )ompanyJs ability to build and deliver leading brands. In 7AA7( the company had worked with their bottlers to turn good intentions into reality by improving the system economics. /he results in 7AA7 reflect this steadily improving and mutually constructive relationship between the )ompany and their bottling partners. /he main reason behind this relationship is to continue realizing shared opportunities for growth( with closer coordination of operations including customer relationships( logistics and production.

.7T.RN(- M(R*.T%NG .N8%R+NM.NT 9P.ST (N(-:S%S; Politi al (nalysis 3or )o a-)ola 5on*alcoholic beverages fall within the food category under the .?A. /he government plays a role within the operation of manufacturing these products in terms of regulations. /here are potential fines set
1$

by the government on companies if they do not meet a standard of laws. /he following are some of the factors that could cause )oca*)ola companyJs actual results to differ materially from the e'pected results described in their underlying companyJs forward statementB* )hanges in laws and regulations( including changes in accounting standards( ta'ation reCuirements( #including ta' rate changes( new ta' laws and revised ta' law interpretationsand environmental laws in domestic or foreign !urisdictions. )hanges in the non*alcoholic business environment. /hese include( without limitation( competitive product and pricing pressures and their ability to gain or maintain share of sales in the global market as a result of action by competitors. ,olitical conditions( especially in international markets( including civil unrest( government changes and restrictions on the ability to transfer capital across borders. ,olitical structure and legal considerations also have impinged on )oco*)ola )ompany0s strategies. <overnments of some Arab nations boycotted )oca*)ola0s products due to a political dispute and discontented with the company for maintaining distributors in Israel. . onomi al (nalysis +eing fle'ible and willing to change to satisfy consumers0 needs( has enabled )oca*)ola to e'ploit the economies of scale that was gained by its global marketing and at the same time making its products appeal to local taste( which these have earned the company an enormous profits Cuarterly. As )oca*)ola has e'panded over the decades or even nearly a century( the company has benefited from the various cultural insights and perspectives of the societies in which business is done. 5o doubt of the remarkable e'perience it has( it is still very committed to local markets( to paying attention to what people from
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different cultures and backgrounds like to drink( and where and how they like to drink it( to remain competitive and to develop more new drinks to satisfy its markets.

5ow( the estimated brand eCuity of )oca*)ola is K89billion( market share of more than :A percent in beverage industry globally and about >A percent of its income comes from countries outside Gnited States. &very 6A seconds( 67=(AAA people in the whole world( choose to reach out for one of /he )oca*)ola )ompany brands( and it is the company0s mission to make that choice e'citing and satisfying( every single time. ,reviously the G.S. economy was strong and nearly every part of it was growing and doing well. $owever( things changed. +efore the attacks on September 66( 7AA6( the Gnited States was starting to see the economy recover slightly and it is only !ust recently that they achieved the economic levels. )onsumers are now resuming their normal habits( going to the malls( car shopping( and eating out at restaurants. $owever( many are still handling their money cautiously. /hey believe that with lower inflation still to come( consumers will recover their confidence over the ne't year. As researching for new products would cost less the )oca*)ola )ompany will sell its products for less and the people will spend as they would get cheap products from )oca*cola. So ial (nalysis 3or )o a-)ola .oreign environment factors have influenced the )oca*)ola0s strategies in international marketing. )ulture has a tremendous effect on people0s preferences and perception. Language is one of the aspects of culture that marketers must take care of( in term of translating product name( slogans and promotional messages so as not to convey the wrong meaning. )oca*)ola did not look much into this aspect when entering into the markets of countries like )hina and /aiwan as the literal translation of )oca*)ola in )hinese characters mean( Dbite the wa' tadpoleE. )hanges are necessary in international marketing for consumer0s
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products( as it is important that the products suit one0s taste( preferences and fulfill one0s needs. )oca*)ola has continued changing( improving and developing new drinks to appeal to local tastes. After discovering that )oke did not appeal as much to Iapanese consumers( )oca*)ola developed over 8A new drinks for the Iapanese market( which inclusive of Asian tea( &nglish tea( coffee and fermented*milk drink. In )hina( )oca*)ola has also begun the similar strategy of introducing beverages developed for the taste buds of local market. It launched a fruit !uice drink called /ian Hu ?i #$eaven and &arthspecifically for the )hinese market with planning of introducing the market with a )hinese iced tea and soy milk drink. Many G.S. citizens are practicing healthier lifestyles. /his has affected the non*alcoholic beverage industry in that many are switching to bottled water and diet colas instead of beer and other alcoholic beverages. Also( time management has increased and is at appro'imately 98L of all households. /he need for bottled water and other more convenient and healthy products are in important in the average day*to*day life. )onsumers from the ages of 8> to :: are also increasingly concerned with nutrition. /here is a large population of the age range known as the baby boomers. Since many are reaching an older age in life they are becoming more concerned with increasing their longevity. /his will continue to affect the non*alcoholic beverage industry by increasing the demand overall and in the healthier beverages. Te hnolo$i al (nalysis 3or )o a-)ola Some factors that cause companyJs actual results to differ materially from the e'pected results are as followsB /he effectiveness of companyJs advertising( marketing and promotional programs. /he new technology of internet and television which use special effects for advertising through media. /hey make some products look attractive. /his helps in
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selling of the products. /his advertising makes the product attractive. /his technology is being used in media to sell their products. Introduction of cans and plastic bottles have increased sales for )oca*)ola as these are easier to carry and you can bin them once they are used. As the technology is getting advanced there has been introduction of new machineries all the time. ?ue to introduction of this machineries the production of the )oca* )ola company has increased tremendously then it was few years ago )oca*)ola has si' factories in +ritain which use the most state* of the*art drinks technology to ensure top product Cuality and speedy delivery. &uropeJs largest soft drinks factory was opened by ))& in 1akefield( Horkshire in 6@@A. /he 1akefield factory has the technology to produce cans of )oca*)ola faster than bullets from a machine gun

MA%"&/ S$A%& +H A%&AB )oca )ola is the world*renowned soft drink and the company is currently operating throughout the world. /he world wide total is about 6>.8 billion. /he operation review according to the segments is as follows. +4eration Re1ie6 #7AA7 worldwide unit case volume by operating segment54%/$ AM&%I)A 8AL LA/I5 AM&%I)A 7:L &G%4,& 3 MI??L& &AS/ 77L
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ASIA 6>L

A.%I)A =L

NORTH AMERICA LATIN AMERICA EURO E ! MI""LE EA#T A#IA A$RICA

So the volume is least in the Africa and most in the 5orth America. /he data about the market share of this company area wise is given in the following table. /he above table shows the geographical earning of the )oca )ola )ompany and from this dataM we can find out that the customers of )oca )ola are increasing which is shown by the company0s per capita income. Gnit case eCuals 79 eight*ounce servings. /he column( which shows the non*alcoholic beverages consist of commercially( sold beverages( as estimated by the )ompany based on available industry sources. /he country column is derived from /he )ompanyJs unit case volume while the industry column includes nonalcoholic ready*to*drink beverages only( as estimated by the )ompany based on available industry sources. #/able)ountr y Gnit case growth 5on* All commercial alcoh +everages olic ?rink s

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North (meri a 5nite d States -atin (meri a (r$en tina Bra<il )hile Me=i o .uro4 e > Mid dle .ast .urasi a ?ran e Germ any Great Britai n %taly Middl e .ast

6A year :*year 7AA7 annual 7AA7 7AA7 compound compound growth annual annual growth growth )omp Indus )omp Indus )omp Indus )omp )omp )ompa any try any try any try any any ny per share share capita Income 4 5 3 3 2 2 22 15 398 4 6 7 5 9 7 6 5 7 4 5 6 10 3 3 6 6 3 5 8 5 3 6 2 6 3 9 3 2 3 7 3 (2) 2 2 2 4 2 5 3 5 4 23 24 20 23 56 22 12 16 15 10 13 23 18 6 419 205 236 144 336 462 72

17 8 1 8 1 12

8 3 2 2 3 12

6 9 (1) 11 4 7

5 3 1 2 3 5
16

(14) 7 (6) 8 2 4

1 3 1 3 2 8

14 9 14 17 9 8

5 5 7 6 6 3

39 110 193 193 104 17

S4ain (sia (3ri a

6 7 7

4 6 6

8 6 8

5 7 3

4 10 10

4 7 6

17 14 34

12 5 11

264 23 34

In Asian population( which is the satisfied customer of )oca )ola( is appro'imately 8.7 billion and the average consumer en!oys close to two servings of our products each month. /hrough an intense focus on )oca*)ola( innovation and new beverages( the company has achieved volume growth of 6A percent in 7AA7. 1ith developing economies and populations( this region has strong long*term potential( and the company is building an e'citing family of beverage brands in addition to e'panding the popularity of our core brands( led by )oca*)ola. In )hina( for e'ample( sales of )oca*)ola increased = percent. /he total unit case sale of )oca )ola in Asia can be shown by the following pie chart. #.igure-

So the company is emphasizing more in this area and is trying to develop a strategy( which can increase the growth of the consumption of )oca )ola by the people of Asia. Among the countries of Asia( Iapan has the highest percentage( which is about 7@L. Among others( ,akistan( India and +angladesh are those countries where the average consumption is increasing day by day. .I5A5)IAL %&,4%/B /his company is financially very strong. It is due to the strong finances( the company is still surviving the ups and down of the
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business world. /he financial report of )oca )ola )ompany of the year 7AA6 and 7AAA along with the percentage change is as follows. #/able:ear .nded /e ember '!2 9%n millions e= e4t 4er share data2 ratios and $ro6th rates; &""& &""! Per enta $e han$e 1% 45% 82% 82% 82% 15% 24% 6% 108% 12% 5% 2% 4%

5et operating revenues 4perating income 5et income 5et income per share #basic5et income per share #diluted5et cash provided by operating activities +usiness reinvestment ?ividends paid Share repurchase activity .ree cash flow %eturn on capital %eturn on common eCuity Gnit case sales #in billionsInternational operations 5orth America operations 1orldwide

20,092 5,352 3,969 1.601 1.601 4,110 (963) (1,791) (277) 3,147 26.6% 38.5% 12.5 5.3 17.8

19,889 3,691 2,177 0.882 0.882 3,585 (779) (1,685) (133) 2,806 16.2% 23.1% 11.9 5.2 17.1

7AA7 basic and diluted net income per share includes a non*cash gain of K.A7 per share after ta'es( which was recognized on the issuance of stock by )oca*)ola &nterprises Inc.( one of the eCuity investors of this company. 7AA7 basic and diluted net income per share includes the following chargesB
1"

 K.79 per share after income ta'es related to an organizational %ealignment. K.6@ per share after income ta'es related to the )ompanyJs portion of charges recorded by the investors of the company. K.6= per share after income ta'es related to the impairment of certain bottling( manufacturing and intangible assets. K.A: per share after income ta'es related to the settlement terms of a discrimination lawsuit. K.A6 per share after income ta'es related to incremental marketing e'penses in )entral &urope. /hese charges are partially offset by a gain of K.A: per share after income ta'es related to the merger of )oca*)ola +everages plc and $ellenic +ottling )ompany S.A. and K.A9 per share after income ta'es related to benefits from a ta' rate reduction in <ermany and from favorable ta' planning strategies.

/%8%/.N/ (N/ )(S0 %N8.STM.NT P-(NB /he ?ividend and )ash Investment ,lan permits shareowners of record to reinvest dividends from )ompany stock in shares of /he )oca*)ola )ompany. /he ,lan provides a convenient( economical and systematic method of acCuiring additional shares of our common stock. All shareowners of record are eligible to participate. Shareowners also may purchase )ompany stock through voluntary cash investments of up to K67:(AAA per year. At year*end( >= percent of the )ompanyJs shareowners of record were participants in the ,lan. In 7AA7( shareowners invested K8= million in dividends and K86 million in cash in the ,lan. )4M,A5H S/A/IS/I)SB /he statistics of this company is impressive. Since it is operating through out the world that is why the number of employees and the bottling eCuipments is highest among the other bottling companies. /here is a constant increase in every aspect when we compare the statistics of 7AA6 and the statistics of 7AA7. /his is becauseM )oca
1#

)ola )ompany is increasing its volume day by day. /he e'pansion of this company( which shows the success of )oca )ola brands( results in the percentage change in the statistics of the two years. /he statistics is as follows. #/able&""&N &Cuivalent cases +ottle and cans .ountain &mployees ehicles )old drink eCuipments .acilities ,roduction only ?istribution )ombination 25 385 53 463 80% 25 361 50 436 72% 46 45% 51% 4% 59% 3 6.8% % 2% % 2.39 9% 4.2 billion 87% 13% 72,000 54,000 2.4 million &""! 3.8 billion 87% 13% 67,000 52,000 2.3 million

/otal ,ercent of 5orth America population coverage 5umber of States of 4peration 46 +ottle and can eCuivalent case package distribution )ans 44% 5on*refillable bottles 52% %efillable bottles 4% )apital structure 5et debt to total capital ratio 63% &+I/?A interest coverage 3 1eighted average cost of debt 6.3% "ey Statistics )onstant territory bottle and can volume 3% growth +ottle and can net revenues per case Flat change +ottle and can cost of sales per physical 1 case change %eported &+I/?A #in billions1.95 %eported &+I/?A change (18)%
2$

)apital e'penditures# in billionsL*age of net operating revenues )overage of 5orth American )anObottle volume

0.97 6% 83%

1.18 8% 74%

.B%T/( is the &arnings before interest( ta'es( depreciation( and amortization( and other non*operating items.

Net /ebt is the Long*term debt plus current portion of long*term debt less cash and marketable securities. .@ui1alent )ase or 5nit )ase is the physical case and fountain gallons converted to a standard unit of measure defined as 79 eight*ounce servings or 6@7 ounces per eCuivalent case sold by )oca*)ola &nterprises.

PR+/5)TSB /here are different brands of the )oca )ola )ompany( which are currently in use throughout the world. /his company not only deals in the carbonated drinks but also other drinks. 1hile launching its product( the marketing team considers the culture of the country. Ma!or brands of coca cola )oke Sprite .anta ?iet coke )oke classic

/he overall volume of this company is as follows. #.igure21

/he commitment of the company is to devote resources to water only in markets where it e'pects profitable growth. /his strategy has paid dividends. /he company has successfully applied it0s approach to brands in several key markets( including )eil in Me'ico( Mori 5o Mizudayori in Iapan( !ona"ua in %ussia and "inley in India. +acked by a strong network of bottling partners through out the Gnited States( ?asani became the nationJs fastest*growing water brand. In &urasia( the entire /urkuaz brand team worked together to launch /urkeyJs first purified water brand. /his year( )oca*)ola )ompany also successfully energized a ma!or piece of its beverage strategyP water. +y the end of 7AA6( it0s bottled water volume e'ceeded :>A million unit cases( making it the second biggest contributor to the growth of the company after carbonated soft drinks. /hree of the water brands( ?asani( )iel and +onaCua each achieved sales of over 6AA million unit cases for the year. In 7AA6and 7AA7( the company has also made good progress in coffees and teas. +everage ,artners 1orldwide( the renewed and strengthened marketing partnership with 5estlQ S.A.( began operations in 7AA6. /his partnership combines 5estlQJs knowledge in life science( research and development with the e'pertise of )oca )ola )ompany in brand building and distribution. At the same time( the company grew <eorgia coffee in Iapan by 8 percent through award*winning marketing in a category that was flat for the year. Also in IapanPwhere /he )oca*)ola )ompany is the
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leader in the total tea category( the second*largest category in the non*alcoholic ready*to*drink segmentPit launched Marocha <reen /ea. 1ith sales of 9= million unit cases for the year( Marocha <reen /ea is the fastest*growing product in the fastest*growing categoryB green tea. /he popularity of Marocha is also recognized by the industry with a leading trade !ournal naming Marocha the most popular new food and beverage product of the year. "now the most recognized word on the planet after D4"ER

Among the soft drinks ?anta and S4rite become successful along with the ma!or brand )o a )ola and /iet )oke. In key markets( the company has created new packaging sizes to satisfy consumer demands. Increasingly( Me'ican families have lunch together at home. /he average Me'ican household drinks two*and*a*half liters or more of soft drinks during that break( while a two*liter bottle was the largest available package. So the company introduced a convenient 7*S liter bottle to select regions( contributing to the sale of nearly 6.: billion unit cases of )oca*)ola in Me'ico this year. /his larger bottle will complete its nationwide rollout in 7AA7. In )hina( )oca*)ola is an integral part of holiday celebrations and the family get*togethers that accompany such events. /hrough an intense focus on )oca* )ola( innovation and new beverages( it has achieved volume growth of 6A percent in 7AA6. In )hina( sales of )oca*)ola increased by = percent. In the Gnited States( recognizing that consumers often en!oy their diet )oke with a slice of lemon( the company TbottledT the concept. /he resultPdiet )oke with lemonPcontributed to volume growth of 9 percent for the number*one diet.
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Soft drink in 5orth AmericaB diet )oke. /he company increased its two largest bottle sizes during the 7AA6 holidays( and festival packaging helped drive a = percent volume increase for )oca*)ola. /he packaging innovations do not !ust involve resizing. /he company has also responded to consumersJ changing fashion styles with new bottles. 1ith brands such as Minute Maid( $i*)( Simply 4range and ?isney !uices and !uice drinks in the Gnited States( Uoo in Asia( "apo in Latin America and +ibo in Africa. /his year( the company re*launched its global sports*drink business( investing in new products( packaging( positioning and marketing. /he results speak for themselvesB it0s global sports drinks( led by ,owerade and ACuarius( grew by 68 percent in 7AA7( nearly double the growth rate of the worldwide sports*drink category. %evitalized in the Gnited States( the company introduced ,owerade in nearly every ma!or 1estern &uropean market( including <reat +ritain( <ermany and Spain( as well as in Me'ico and Latin America. /he company launched 7> products in 7AA6. /he commitment of the company to packaging innovation also resulted in new initiatives for our fountain business( a channel through which many consumers en!oy )oca*)ola. In the Gnited States( the company developed ?ountain2 a total beverage dispensing system that is more fle'ible and more reliable. /wo years of research resulted in a dispensing system that provides e'ceptional beverage Cuality( easy to upgrade technology( brand and graphic customization and improved reliability. M(R*.T%NG M%7 +? )+)(-)+-( .irstly( we will look at how )oca*)ola has used their marketing mi'. /he marketing mi' is divided up into 9 partsM product( price( promotions and place.
1. Produ tB

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/he product #)oca*)ola soft drink- includes not !ust the liCuid inside but also the packaging. 4n the product*service continuum we see that a soft drink provides little service( apart from the convenience. Soft drinks satisfy the need of thirst. $owever( people are always different( some want more and others want less. /herefore )oca*)ola has made allowances for that by providing many sizes. 1e also have particular tastes( and again they have provided several options. So( although thirst is what is needed to be satisfied and that is the core benefit( we are receiving other benefits in the taste and size. )oca*)ola has developed several different flavours and sizes as mentioned above( but also several brands such as Sprite( Lift( .anta and ?iet )oke which increase the product line length( thus making full use of the market to ma'imize sales. /he product is convenient( that is * bought freCuently( immediately( and with a minimum of comparison and buying effort./he appearance of the product is eye catching with the bright red colour. It has a uniCuely designed bottle shape that fits in your hand better( and creates a nicer 3 more futuristic look. /he Cuality of the soft drink is needed to be regularly high. Sealed caps ensure that none of the TfizzT is lost. /he bottles are light( with fle'ible packaging( so they wonJt crack or leak( and are not too heavy to casually walk around with. /he cans are also light and safe. /he product range of )oca*)ola includesB )oca*)ola( )oca*)ola classic( caffeine free )oca*)ola( diet )oke caffeine free diet )oke( diet )oke with lemon anilla )oke( diet anilla )oke( )herry )oke( diet )herry )oke(
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.anta brand soft drinks( Sprite( diet Sprite Sprite %emi'

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Produ t -i3e y le o3 )oke: ,roduct life cycle has four phases 6. Introduction 7. <rowth 8. Maturity 9. ?ecline. /he markets where )oke is a dominant player are Gnited States of America( &urope and Asia( Africa. /here is a vast difference in terms of above given phases for e'ample( in G.S.A 3 &urope it has reached maturity stage where it can0t e'pand its market more but if we consider Asia( it is still in the growth phase. )oca*)ola is currently going through the maturity stage in 1estern countires. /his maturity stage lasts longer than all other stages.
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Management has to pay special attention to products during this stage of the product life*cycle. ?uring the maturity stage( products usually go through a slowdown in sales growth. According to )oca* )olaJs 7AA6 annual report( sales have increased by 6.A7L compared to last year. /his percentage has no comparison to the high level of growth )oca*)ola en!oyed during its growth stage. /o add a little variation )oca*)ola took the )oca*)ola )lassic and added variations to it( including )herry )oke( anilla )oke and ?iet )oke. Also )oca* )ola went from =*oz. glass bottles to 8*oz. cans to plastic liter bottles( all helping increase consumption.
COCA-COLA

&. Pri e: Like any company who has successfully endured a century of e'istence( )oca* )ola has had to remain tremendously fluent with their pricing strategy. /hey have had the privilege of a worthy competitor constantly driving them to be smarter( faster( and better. A Cuote from ,epsi )oJs )&4 T/he more successful they are( the sharper we have to be. If the )oca*)ola
2"

)ompany didnJt e'ist( weJd pray for someone to invent them.T states it simply. /he relationship between )oca*)ola 3 ,epsi is a healthy one that each corporation has learned to appreciate. /hroughout the years )oca*)ola has made many pricing decisions but one might say that their ultimate goal has always been to ma'imize shareholder value. As cola consumption has decreased in the GS colas have come to realize the untapped international market. In 7AA8 both )oke and ,epsi had a solid presence in India and had each introduced a 8AAmL bottle. In order to grab market share ,epsi began to drop prices #even with summer approaching( which was contrary to policy in America-. Shortly thereafter( )oca*)ola decided to drop their prices slightly( but focused on the reduced price point of their 7AAmL container. )oca* )ola planned to use the lower price point to penetrate new cities that were especially price sensitive. /he carbonated soft drink market in India is nearly 8>L of the total beverage market there. /his low price strategy was not unfamiliar to )oca*)ola. +oth )oke 3 ,epsi utilized a low price strategy in the early 6@@As. After annihilating the low price store brands( )oke chose to reposition itself as a T,remiumT brand and then raise prices. )oca*)ola products would appear( on the shelf( to have the most e'pensive range of soft drinks common to supermarkets( at almost double the cost of no name brands. /his can be for several reasons apart from !ust to cover the e'tra costs of promotions( for which no name brands do without. It creates consumer perceptions and values. 1hen people buy )oca*)ola they are not !ust buying the beverage but also the image that goes with it( therefore to have the price higher reiterates the fact that the product is of a better Cuality than the rest and that the consumer is not cheap. /his is known as value*based pricing and is used by many other industries in attracting consumers. In India( the average income of a rural worker is %s.:AA a month. )oca )ola launched a 7AA ml bottle for !ust %s.:( an affordable amount on the pockets of the rural audience.
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'. Pla e: )oca*)ola entered foreign markets in various ways. /he most common modes of entry are direct e'porting( licensing and franchising. +esides beverages and their special syrups( )oca*)ola also directly e'ports its merchandise to overseas distributors and companies. 4ther than e'porting( the company markets internationally by licensing bottlers around the world and supplying them with the syrup needed to produce the product. /here are different types of franchising. /he type that is used by )oca*)ola )ompany is manufacturer*sponsored wholesaler franchise system. It is very comparable to licensing but the only difference is that the finished products are sold to the retailers in local market. )oca )ola has managed their company0s marketing and sales strategy within channels. $ave you ever considered the significance of the )oke vending machine to the success and profitability of the )oca )ola company2 /his channel is direct to consumer and vending machines often have little to no competition and no trade or price promotions. /he )oke )ompany operates three primary delivery systems for its business channelsB +ulk delivery for the channels of large Supermarkets( Mass Merchandisers and )lub storesM .or smaller channels )oke does advanced sale delivery for convenience stores( drug stores( small supermarkets and on*premise fountain accounts. .ull service delivery for its full service vending customers. "ey )hannel Listing Supermarkets )onvenience Stores
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.ast .ood ,etroleum %etailers )hain ?rug Stores $otelsOMotelsO%esorts Mass Merchandisers G.S. ?4? Military %esale retail commandsB AA.&S( 5A %&SS4 and ?&)A ending

In 7AA=( the )ompany began changing its delivery method for its route delivery system. $istorically( the )ompany loaded its trucks at a warehouse with products the route delivery employee would deliver. /he delivery employee was responsible for pulling the reCuired products off a side load truck at each customer location to fill the customerJs order. )oke began using a new )ooLiftV delivery system in 7AA= in a portion of the )ompanyJs territory which involves pre*building orders in the warehouse on a small pallet the delivery employee can roll off a truck directly into the customerJs location. /he )ooLiftV delivery system involves the use of a rear loading truck rather than a conventional side loading truck. )oke will continue to rollout this program over the ne't several years since they e'pect such significant savings and more efficient deliverys. /his is a huge investment for )oke. /he company works through independent bottlers of )oke. /hey work in coordination with the )oke company which produces the Jsecret formula concentrateJ and ships to the distributors and bottlers for final processing and packaging prior to shipment to the stores. )oca*)ola floods all possible retailing stores in satisfying the third part( place. In supermarkets and convenient stores( )oca* )ola products are always easy to identify( and usually make up the greater proportion of options to buy. /his increases their market e'posure through effective use of the retailers. .or a .M)< it is important that they can be found and purchased
31

easily. 1ith many automatic )an machines located in many sports stadiums and shopping malls( you donJt even need to go to a store to buy a drink. /his greatly enhances the speed of purchase. /he company produces concentrate( which is then sold to various licensed )oca*)ola bottlers throughout the world. /he bottlers( who hold territorially e'clusive contracts with the company( produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. /he bottlers then sell( distribute and merchandise )oca*)ola in cans and bottles to retail stores and vending machines. Such bottlers include )oca*)ola &nterprises( which is the largest single )oca*)ola bottler in 5orth America and 1estern &urope and food service distributors.

/he )oca*)ola )ompany only produces a syrup concentrate( which it sells to various bottlers throughout the world who hold )oca*)ola 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 then carbonate it before filling it into cans and bottles( which the bottlers then sell and distribute to retail stores( vending machines( restaurants and food service distributors. /he )oca*)ola )ompany owns minority shares in some of its largest franchises( like )oca*)ola &nterprises( )oca*)ola
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Amatil( )oca*)ola $ellenic +ottling )ompany #))$+)- and )oca*)ola .&MSA( but fully independent bottlers produce almost half of the volume sold in the world. Since independent bottlers add sugar and sweeteners( the sweetness of the drink differs in various parts of the world( to cater for local tastes.

S/%A/&<I) ,LA55I5< In the year 7AA7( the company had a great success( as the strategy worked which resulted in making )oca )ola )ompany the world0s leading company. In 7AA6( company accomplished the crust of it0s strategy as 1orldwide volume increased by 9 percent with strong

international growth of : percent and clear signs that our 5orth American business is growing solidly and predictable. &arnings per share grew by 87 percent( as we delivered on our commitment to create volume growth while aggressively

%eturn on common eCuity grew from 78 percent in 7AAA to 88 percent this year.

%eturn on capital increased from 6= percent in 7AAA to 7> percent in 7AA6. /he company has generated free cash flow of K8.6 billion( up from K7.8 billion in 7AAA( a clear indication of its underlying financial strength. /he strategy for the future of the company is very straightforward. /he marketin$ strate$y 3or the year &""& is as follows( Accelerate carbonated soft*drink growth( led by )oca*)ola.

33

 Selectively broaden the family of beverage brands to drive profitable growth. <row system profitability and capability together with our bottling partners. Serve customers with creativity and consistency to generate growth across all channels. ?irect investments to highest potential areas across markets. ?rive efficiency and cost*effectiveness everywhere.

MAI4% )4M,&/I/4% ,&,SI I5/&%5A/I45AL $IS/4%H ,epsi)o is a world leader in convenient foods and beverages( with revenues of about K7> billion and over 698(AAA employees. /he company consists of the snack businesses of .rito*Lay 5orth America and .rito*Lay InternationalM the beverage businesses of ,epsi*)ola 5orth America( <atoradeO/ropicana 5orth America and
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,epsi)o +everages InternationalM and Uuaker .oods 5orth America( manufacturer and marketer of ready*to*eat cereals and other food products. ,epsi)o brands are available in nearly 7AA countries and territories. Many of ,epsi)oJs brand names are over 6AA*years*old( but the corporation is relatively young. ,epsi)o was founded in 6@=: through the merger of ,epsi*)ola and .rito*Lay. /ropicana was acCuired in 6@@8 and ,epsi)o merged with /he Uuaker 4ats )ompany( including <atorade( in 7AA6.would entertain the listener with the latest musical selections rendered by violin or piano or both. /he new name( D,epsi )olaE( is derived from the two of the principle ingredients( ,epsin and "ola 5uts. It was first used on the August 78. At that time( +radham0s advertising praises his drink as D&'hilarating( invigorating( aids digestionE. 6@@A*7AA7 /he advertisement of the ,epsi changes to( DHou got the right one baby( Gh*$uhRE.1ith the e'tensive usage of the stars in the adds( the popularity of ,epsi increase. In 6@@7 ,epsi*)ola formed a partnership with /homas I. Lipton )o. /oday Lipton is the biggest selling ready*to*drink tea brand in the Gnited States. 4utside the Gnited States( ,epsi*)ola )ompanyJs soft drink operations include the business of Seven*Gp International. ,epsi*)ola beverages are available in more than 6@A countries and territories. In Asia( they selected Lahore to make their regional office. /his was done in 6@>A. /his regional office is monitoring all the operations carried out in South 1est Asia. As in ,akistan( they only entered beverage industry. /hey have eleven bottlers covering whole ,akistan. /he plant operating here is %iaz +ottlers #,vt- L/?. /his plant was established at Lahore in 6@>9. /he total capacity of the plant is 8A(AAA cases per day. /hey have four filling lines in the plant operating on the three shift bases. &ach shift is of eight hours. /hey have permanent work force of >:A people and them employee appro'imately 6AAA people more on temporary basis during summer season. ,epsi0s ,roducts

35

 ,epsi /eem Mirinda ,epsi Ma' ,epsi Lemon ,epsi +lue Mountain ?ew >up

)4)A )4LA ,A"IS/A5 /he )oca*)ola )ompany began operating in ,akistan in 6@:8. )oca* )ola( .anta and Sprite are the brands in ,akistan. /he )oca*)ola System in ,akistan operates through eight bottlers( four of which are ma!ority*owned by )oca*)ola +everages ,akistan Limited #))+,L-. /he ))+,L plants are in "arachi( $yderabad( Sialkot( <u!ranwala( .aisalabad( %ahimyar "han( Multan and Lahore. /he remaining two plants( independently owned( are in %awalpindi and ,eshawar. /he )oca*)ola System in ,akistan serves >A(AAA customersOretail outlets. /he )oca*)ola System in ,akistan employs 6(8AA people. ?uring the last two years( /he )oca*)ola System in ,akistan has invested over K68A million #G.S.-

36

,%4MIS& 4. )4"& /he basic proposition of our business is simple( solid and timeless. 1hen we bring refreshment( value( !oy and fun to our stakeholders( then we successfully nurture and protect our brands( particularly )oca*)ola. /hat is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business. /A%<&/ MA%"&/ )oke0s commercials basically based on young generations( So( the young generation is the target market of )oke because they want to represent )oke with the youth and energy but they also consider about the old people they take then as a co*target market. MAI4% S&<M&5/S Ma!or segments are basically those people who take this drink daily and those areas where the demands is higher then the other areas. /here are so many people who take this drink daily and those people who take weekly and those who take less often are always there as well. So( their basic segments are those people who take this drink regularly.

.A)/4%S &..&)/I5< SAL&S

37

/here are so many factors( which affects the sale of coke. $ere we are discussing three ma!or factors which effects coke. ,er capita income )ompetitors 1eather ,er )apita Income .irst we will discuss about D ,er capita incomeE. /his is ma!or factor that affects the sale of this soft drink. +ecause which every passing year budgets are becoming very strict and tight in order to purchase things. So the disposable incomes of the people are coming down. /hey spend heavily on rents( utilities( and education and basic necessities and after that when they get e'tra money they think about this soft drink .So the decreasing per capita 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 capita income of ,akistan because it is much lesser than the rest of the countries. )ompetitors )oke0s ma!or competitor is D,&,SIE and there is no hesitation to say this because everyone knows that and all the other cold drinks and water( coffee( tea is the competitors. 1eather 1eather is the third ma!or factor in effecting the )oke0s selling. /his is underdeveloped market so the coke0s consumption in summers is =AL and in winters is 9AL.

MAI4% )GS/4M&%S 5&&?

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.irst of all the ma!ority don0t care that what they are going to have. In other words( they don0t care before drinking that whether it is D,epsiE or DcokeE. /hey don0t actually differentiate between these two brands in order to their tastes. )onsumers basically drink what they get. /hey believe on WHAT COLD THEY SOLD )onsumer0s availability in brands is basically works likeB ,ush availability ,ull consumer0s demand. .or this reason )oca*)ola have provided their coolers and freezers in the market. /hey have ma'imum number of coolers and freezers in the market. /hey provide this infrastructure free of cost !ust to provide child coke to their customer( which they want to be purchase. /heir salesman and mechanics regularly visit all the shops where coke has its infrastructure to check that either it is in proper condition or not( if not then they immediately change or repair it. MAI4% )4M,&/I/4%S )onsumers firstly decide that they are going to have a soft drink. /hen they compete brands with each other. Like they compete )oke with ,epsi and Sprite with >up and team .So the ma!or competitor of )oke is ,epsi. 1hen they motivate to any other brand or on )oke it0s in instinct basically that based on messages derive certain feelings. +ut )oca )ola thinks in a different way( they believe that %) )ola( new coming AM%A/ )ola( and all !uices( even they take water and tea as their competitors. S/%A/&<I&S 4. UGALI/H After Micro and macro analysis +rand DcokeE is primarily role 6. &nhance competition moments 7. 1hen people watch cricket 8. /hrough commercialization 9. .un time
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/hough these strategies there could be better understanding and better connection with the public. /hese are the Dkey consumptionE. /$%&A/S .%4M )4M,&/I/4%S /hreats are well planned. ,rice is the ma!or threat. 1hen price goes certain beyond the e'act price whether come down or go higher its effects the consumption of soft drink. +ecause when the price goes higher people go for the substitute of DcokeE i.e. ,epsi. And when price goes down they think that there is must be something wrong in it. In short it all depends on customer0s perception. /A%<&/S /$A/ 14GL? LI"& /4 A//AI5 &very organization runs on the bases of profit ma'imization so )oke is also looking for a high profit margin. /here are three ma!or ways of making money

4vernight profit
1indfall profit &thical and un*ethical ways 4ver 5ight ,rofits /hey could be over night profit that is for the number 6 brand for the year. /his could be got my increasing sales volume 1indfall ,rofit )an be windfall profit. /hey are the e'tras profit. 1hen the consumption the consumption is on boom. So( there is different kind of profits. &thical And Gnethical 1ays
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,rofit can also get through ethical and unethical ways. /hey believe on this Cuote D&verything is fare in love and warE. Some profits stays for some time like Dover night profitsE and some !ust come and go like Dwind fall profitsE. And they can also get profit through different approaches. &;,A5?I5< /A%<&/ MA%"&/ In last 7 years )oke has come back in aggressive manner. )onsumer has choice Attractive brand name +rand differentiating )onsumer 0as Got )hoi e 5ow the consumer has got choice. +ecause now they know the name of another big brand( though coke is the 7nd best name but it can get a better position after some time (ttra ti1e Brand Name 5ow the consumers know the 5ame of )oke( because )oke is the name( which is the most popular after the word DokE. So people can better differentiate brands with each other. Brand /i33erentiation 5ow different companies have got different brand names. So( people can distinguish between brands. /wo ma!or brands DcokeE and D,epsiE also have brand names. )o a )olaAs Brand )oca cola is DGSE brand. +ecause they believe in the togetherness( being people together and friends are being together. )oca )ola strongly believes that ,akistani temperament is DGSE not DM&E
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Pe4siAs Brand ,epsi0s brand is basically is basically DM&E branded. /hey use the temperament of DM&E. In contrast to )oke they believe on individual struggle. T0R.(TS (N/ +PP+RT5N%T%.S ?+R PR%). 4pportunities If )oke is considered a lu'ury product. /hen there is the ta' rate system 6:L * sales ta' 7AL * e'cise duty 7>L * goes to government A8L * In making +udget After paying all these ta'es coke has to pay electricity charges. 1e have to spend on distributions. After paying all these e'penses )oke0s margin sCueezed and consumers have to pay for increasing tariffs. /hese are the opportunities through which we can increase the price and can get profits. Threats /here are much more threats in increasing prices. +ecause same problem of substitute. If )oke increases the price let0s say 6 rupee. /hen people definitely won0t go for coke. /hey have the best substitute of )oke that is ,epsi. So these are the threats in increasing prices. )oke will lose the margin of its profit and can face loss. STR(T.G%.S +? G.TT%NG G+(-S %... B0%G0 PR+?%TSE /o increase the price is the least thing( which )oke can adopt. /here are so many ways through which )oke can increase the profits. Some ma!or ways are as follows. olume can be increased
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 Interest level of consumers /o take part in energetic festivals $ow to increase the volume of consumers2 )oke can increase the volume by e'panding the industry of coke. /hrough advertisements( offering different interesting things to attract people towards this product. $ow to increase the interest level of consumers2 )oke is increasing the interest level of consumers by offering different flavors. .or e'ample )oke is increasing the number of flavors in D.antaE( this is one of the product of coke. /hrough offering different flavors )oke can increase the Level of consumers and through this profits can be gained. $ow to take part in energetic festivals2 )oke is already taking part in the festival like D+asantE since last 8 years. )oke offers different attractive things in their festival and through this )oke gained high profit and consumption of coke increased on these occasions. And this year in this year 7AA7 people were an'iously waiting that what interesting thing coke is going to offer. M(R*.T%NG STR(T.G: 4ur local marketing strategy enables )oke to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions. 1hat people want in a beverage is a reflection of which they are( where they live( how they work and play( and how they rela' and recharge. 1hether youJre a student in the Gnited States en!oying a refreshing )oca*)ola( a woman in Italy taking a tea break( a child in ,eru asking for a !uice drink( or a couple in "orea buying bottled water after a run together( weJre there for you. 1e are determined not only to make great drinks( but
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also to contribute to communities around the world through our commitments to education( health( wellness( and diversity. )oke strives to be a good neighbor( consistently shaping our business decisions to improve the Cuality of life in the communities in which we do business. ItJs a special thing to have billions of friends around the world( and we never forget it.

M(R*.T P+S%T%+N%NG ,roduct %ange /he total range of )oca )ola )ompany in ,akistan includesB )oke. Sprite. .anta. ?iet )oke. And company offers their products in different bottle sizes these includesB SS%+ L%+ 5%+ #standers size returnable bottle#litter returnable bottle#no return bottle- or disposable bottle #6.: liter plastic bottle#tin pack 88A ml-

,&/ 6.:
)A5S ,acking

)oca cola products are available in different packing

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 79 regular bottle shell = bottle pack for 6.: pets 67 bottles in a pack for disposable bottle PR%). STR(T.G: /rade ,romotion )oca )ola )ompany gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles( by this these retailers and middle man push their product in the market. And that0s why coca cola seen more in the market. And they have a good sale in the market because according to the e'pert which product seen more in the market that sells more. DSeen as soldE /hey do agreements with a shop keepers and stores to e'clusive sale in those stores. /hese stores are called as "&H accounts in their local language. And coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives. /i33erent Pri e in /i33erent Seasons Sometimes )oca )ola )ompany changes their product prices according to the season. Summer is supposed to be a good season for beverage industry in ,akistan. So in winter they reduce their prices to maintain their sales and profit. +ut normally they reduce the prices of their pet bottles or 6 litter glass bottle. PR+M+T%+N STR(T.G%.S <etting shelves /hey gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers. .ye )at hin$ Position
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Salesman of the coca cola company positions their freezers and their products in eye*catching positions. 5ormally they keep their freezers near the entrance of the stores. Sale Promotion )ompany also do sponsorships with different college and school0s cafes and sponsors their sports events and other e'tra curriculum activities for getting market share. 5T) S heme G/) mean under the crown scheme( coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles( caps( tv sets( cash prizes etc. /his scheme is very much popular among children. /%STR%B5T%+N )0(NN.-S )oca )ola )ompany makes two types of selling ?irect selling Indirect selling /ire t Sellin$ In direct selling they supply their products in shops by using their own transports. /hey have almost 9:A vehicles to supply their bottles. In this type of selling company have more profit margin. Indirect Selling /hey have their whole sellers and agencies to cover all area. +ecause it is very difficult for them to cover all area of ,akistan by their own so they have so many whole sellers and agencies to assure their customers for availability of coca cola products. .A)ILI/A/I5< /$& ,%4?G)/ +H I5.%AS/%G)/G%&

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.or providing their product in good manner company has provided infrastructure these includesB izi cooler .reezers ?isplay racks .ree empty bottles and shells for bottles A? &%/IS&M&5/ )oca )ola )ompany use different mediums ,rint media ,os material /v commercial +illboards and holdings

,rint Media /hey often use print media for advertisement. /hey have a separate department for print media. P+S Material ,os material mean point of sale material this includesB posters and stickers display in the stores and in different areas. T8 )ommer ials As everybody know that / is a most common entertaining medium so / commercials is one of the most attractive way of doing advertisement. So )oca )ola )ompany does regular / commercials on different channels. Billboards and 0oldin$s
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)oca cola is very much conscious about their billboards and holdings. /hey have so many sites in different locations for their billboards. .7P.)T(T%+NS ?+R T0. )+M%NG :.(R &verything starts from the attitude of consumer0s behavior. And the basic key to attract the consumers is to throw the Dmoney awayE. And positive feeling felling with the brand( which they used to have )oke wants to advertise their products heavily in the coming year. And it will take the 6AL of their profits. And when we take it as a global level it is K I billion. )oming year is the challenging year for the industry of )oke. /hey have to take lots of decisions that how to increase the production and where they have to spend money. .or gaining success in coming year they have to have some important things likeB 6. Loyal consumers are important for company0s success. 7. 1orkers should be the brand centric not the promotion centric. 8. /hey should know how much to for the brand activities. 9. /hey should also know that how much to do with the promotion activities for brand. 0+, )+*. /.T.RM%N. T0. :.(R-: B5/G.T )oke determines its yearly budget by the Sales volume ,rofitability /arget volume Sales 8olume
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)oke determines its yearly budget through the sales volume. /hey first concentrate on the thing is Dwhat is the condition of their sales2E if the condition is good of their sales then they definitely increase their production and sales volume. 4therwise they concentrate on their old strategies. Pro3itability: /he second thing through which they determines budget is the DprofitE .if they r getting profits with the high margin( then they definitely want to increase their profits in the ne't coming year. &very organization runs on the basis of getting high profits. 5o organization wants to face Loss in their business. /o get profit is the first priority of the )oke. Tar$et 8olumeB /o run the business every industry has some targets( which they want to achieve in a specific time period. If industry achieves those goals in that period then for the coming year it increases the volume of the target. So )oke .ollow the same thing it has also some goals and targets to achieve in the given time period. 1hen they succeed to achieve that target then they increase their target volume in the ne't year.

S(-.S PR+M+T%+N ()T%8%T%.S )oca*)ola )ricket )ricket the most sought afterM watched 3 played game in ,akistan .the game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time. It has ranged from tobacco to lubricants to communication companies to banks to airlines 3 lately to the beverage industry. /he competition has become tougher 3 tougher as the time has progressed. )oca*)ola signed a sponsorship agreement with eight of ,akistan0s
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5ational cricket players. )oca*)ola realizing the fact that cricket is a very strong element by which it can reach it consumers 3 masses invested in the opportunity and launched a massive campaign on mass media showing all these cricket stars endorsing 3 complimenting )oca*)ola brand. /he )oca*)ola )ompany developed three / commercials 3 four testimonial ads with the player 3 ran them on the national net work during various cricket matches. /hese bold steps taken by the )oca*)ola marketing unit acclaimed them many acknowledgements across the board. /his campaign helped )oca*)ola to establish its association with the game 3 the player. )o a-)ola )on erts Abrar*ul*haC0s distinct style( lyrics 3 songs have made him an instant hit among the masses in ,akistan. $is enormous popularity in the country 3 abroad is supported by )oca*)ola0s commitment towards providing healthy 3 fun*filled entertainment for the youth of ,akistan. )oca*)ola brought Abrar to his fans through holding concerts 3 featuring Abrar in a much*appreciated / ) 3 MM/ featured throughout the country. /he / ) campaign focused on the hectic lifestyle of a pop star who found respite 3 relief through )oca*)ola in short moments that he had to himself during a concert. )oca*)ola0s brand positioning of providing deep down refreshment for the body( soul 3 mind were captured accurately in the / ) 3 depicted aptly how the drink completes the moment for Abrar. )o a-)ola ?ood Mela 1ith a splash of food( fun 3 prizes to be won( the )oca*)ola food mela treated the people of "arachi( to a festive food festival comprising of :A restaurants( spread out all over the bustling city0s map. /he promotion saw the avid families 3 friends en!oying the delicacies at the restaurantsM all resiliently upholding the )oca*)ola identity. )oca*)ola +asant .estival In .ebruary the month of basant the parks 3 horticulture authority in Lahore nominated )oca*)ola the official sponsor of the basant
5$

festival .)oca*)ola added to the carnival atmosphere by making the festival free to enter 3 decorating all main roads in Lahore with illuminated kites. )oca*)ola also hosted a concert of pop idol Abrar* ul*haC( had children0s parade 3 held the )oca*)ola kite flying championship during the basant festival. 5ow Dwhere there is basant there is )oca*)olaE( it has been impossible to envisage basant without )oca*)ola. )oca*)ola give the more refreshing flavor to the colors of basant by adding more life to the festival( giving the consumer a uniCue e'perience which they had never tasted before. )oca*)ola <4*%&? Uuenching the thirst of motorist( pedestrians 3 passerby0s during Lahore0s hottest summer season( )oca*)ola0s D<4*%&?E teams went out into the cities main Cuadrants to Dserve 3 refreshE on the spot with ice*cold )oca*)olas at discounted prices backed by a heavy .M announcement campaign the D<4*%&?E stall( served well to promote the )oca*)ola industry. )oca*)ola ,arty in a ,ark In Iune 7AAA( )oca*)ola created an e'periential musical evening in Lahore( where Iunoon performed. /his program was recorded and one*hour program shown in the national / for free.6A million households saw )oca*)ola W,arty in a ,ark0 while 6A thousand people attended the event. )oca*)ola Shopping .estival )oca*)ola hosted D/he )oca*)ola Shopping .estivalE Lahore0s first shopping festival( a resounding success with tempting discounts( live music( great prizes 3 fire works. Liberty marketing <ulberg was a hive of activity during the weeklong shopping e'travaganza. /he in augural event proved so popular that it is now set to become an annual fi'ture. )oca*)ola ,et ,romotion In 6@@=( )oca*)ola launched 6.: liter ,et contour bottle for the first time in ,akistan. /argeting house wives 3 family home( )oca*)ola0s 6.: liter ,et bottle( took the limelight 3 gained momentum with a
51

campaign promoting the uniCue packaging and its numerous consumer benefits .A treat for the family( )oca*)ola0s ,&/ was offered through a Dprice*offE promotion that saidXXX.Go out > $et some )oca*)ola %amzan )ampaign A very special occasion for the people of ,akistan %amzan saw another very special )oca*)ola0s promotion( marketing the popular 6.: liter ,&/ bottle 3 the 6 liter bottle with a super price*off promotion. /he emphasis on en!oying )oca*)ola at DIftarE with friends 3 family. )oca*)ola 1onder of the 1orld ,romotion In Iuly 7AAA( )oca*)ola set the stage of the grand G/) promotion. )oca*)ola went ahead with the idea of giving consumer chances to win fabulous( magical Ddream vacationE to numerous Dwonder destinationE throughout the world on every purchase of a 7:A ml %<+ bottle of )oca*)ola( Sprite( 3 .anta./he promotion gave consumers a chance to win free drink( a trip to ,A%IS( $4LLH144?( 5&1H4%"( SI5<A,4%& 3 )AI%4 along with airfare 3 four nights free stay in these dream lands. /he promotion saw avid consumer collecting )oca*)ola W)rown caps0 3 sparked a keen response from the public ( rendering an outstanding testimonial campaign in the second phase( highlighting the winners over whelmed in the magical delight of their favorite beverage )oca*)ola. )oca*)ola 3 5okia In August 7AA6( the new under*the*crown promotion DNikla *iya2E#1hat have u won- was launched in collaboration with )himera 5okia./he promotion gave consumer a chance to win thousand0s of )oca*)ola branded 5okia 886A cellular phones on every purchase of >:Aml %<+ bottle of )oca*)ola (Sprite( 3 .anta./he other highlight of promotion was the B)au$ht Red 0andedC campaign. +randed )oca*)ola with Wcaught red handed0 team in them went to Lahore 3 "arachi for three days( with target that anyone being caught drinking )oca*)ola will be awarded a nokia 886A mobile phone 3 if someone is caught talking on a nokia mobile will win free supply of )oca*)ola. )aught red handed become
52

a huge success among the masses as it was one to one interaction between the )oca*)ola brand 3 the consumers. /his activity helped billed confidence and brand loyalty among core consumers. )oca )ola / Mazza /he coca cola new campaign is coca cola tv mazza( it is a utc scheme in which people are getting television sets of different sizes. /hese days this scheme is very popular among the people. )oca*)ola 3 Mc ?onald0s )oca*)ola 3 key account of M) ?onald0s launched the D6e $o to$etherE !oint promotion to reinstate amongst consumers a real sense of the affinity that( both shares globally. /he promotion kicked off with pos material #?anglers( +unting etc- displayed at all M) ?onald0s restaurants along with a special offer for coke 3 fries. .anta 3 Sprite Launched In 5ovember 7AAAmoving on to the Sprite 3 .anta brands( the consumers in ,akistan witnessed a soft launch in essence. /he )oca* )ola )ompany declared the new D5on*%eturnableE bottles of Sprite 3 .anta as the D5ew( 4n the <o ,acksE flaunting the innovative packaging convenience. .anta 3 Sprite are sure to en!oy considerable success in ,akistan. ?iet )oke After the acCuisition of the individual local franchise bottling facilities in 6@@=( the company has successfully launched its first new product( diet coke( for the first time in almost 8 years. /he was linked with three fashion shows as ?iet )oke is related to fashion 3 fitness( but the ma!or hit was thematic fashion shows in restaurants( which are the key accounts of the company as this has been never done before in ,akistan. S,+T (N(-:S%S Stren$ths:
53

)oca*)ola has been a comple' part of American culture for over a century. /he productJs image is loaded with over* romanticizing( and this is an image many people have taken deeply to heart. /he )oca*)ola image is displayed on /*shirts( hats( and collectible memorabilia. /his e'tremely recognizable branding is one of )oca*)olaJs greatest strengths. Additionally( )oca*)olaJs bottling system is one of their greatest strengths. It 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 authorized to sell products of the )oca*)ola )ompany. +ecause )oke does not have outright ownership of its bottling network( its main source of revenue is the sale of concentrate to its bottlers. A company like )oca*)ola has much internal and e'ternal strength( but when launching a product of this sort( they begin to run into many internal and e'ternal weaknesses as well. As far as internal strengths go( )oca*)ola itself is a strong company to say the least. 5ot only are they a K78 billion company( but in 7AA nations( )oke sells about 9AA drink brands( including four of the top five sellers right now. /hey own 8=L of the largest )oke bottler in the world( )oca*)ola &nterprises( which staffs facilities all over the world. Although )oke has never produced an organic product( they do own 4dwalla( which is a natural !uice company. /his product would not be marketed as an 4dwalla brand( but 4dwallaJs knowledge of natural !uice making will be a great strength for )oca*)ola. 4rganic products are on the rise( with >AL of Americans having purchased something organic at least once. 1hile organics are becoming more and more popular( there still are not many well*known organic companiesM therefore( )oca*)ola will not have much competition. ,erhaps one of their biggest strengths is the brand loyalty their customers have. 1hen this product is launched( avid )oke drinkers will choose this organic fruit !uice or soda over any
54

other competitor simply because itJs a )oca*)ola product and they trust it. ,eaknesses: Although domestic businesses as well as many international markets are thriving( )oca*)ola has recently reported some Tdeclines in unit case volumes in Indonesia and /hailand due to reduced consumer purchasing power.T According to an article in .ortune magazine( TIn Iapan( unit case sales fell 8L in the second Cuarter because while Iapan generates around :L of worldwide volume( it contributes three times as much to profits. Latin America( Southeast Asia( and Iapan account for about 8:L of )okeJs volume and none of these markets are performing to e'pectation. )oca*)ola on the other side has effects on the teethJs which is an issue for health care. It also has got sugar by which continuous drinking of )oca*)ola may cause health problems. +eing addicted to )oca*)ola also is a health problem( because drinking of )oca*)ola daily has an effect on your body after few years. +44ortunities: +rand recognition is the significant factor affecting )okeJs competitive position. )oca*)olaJs brand name is known well throughout @9L of the world today. ,ackaging changes have also affected sales and industry positioning( but in general( the public has tended not to be affected by new products. )oca* )olaJs bottling system also allows the company to take advantage of infinite growth opportunities around the world. /his strategy gives )oke the opportunity to service a large geographic( diverse( area. Threats: )urrently( the threat of new viable competitors in the carbonated soft drink industry is not very substantial. /he
55

threat of substitutes( however( is a very real threat. /he soft drink industry is very strong( but consumers are not necessarily married to it. ,ossible substitutes that continuously put pressure on both ,epsi and )oke include tea( coffee( !uices( milk( and hot chocolate. &ven though )oca*)ola and ,epsi control nearly 9AL of the entire beverage market( the changing health*consciousness of the market could have a serious affect. 4f course( both )oke and ,epsi 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. )onsumer buying power also represents a key threat in the industry. /he rivalry between ,epsi and )oke has produced 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 conseCuence

)45)LGSI45 After thorough research( we come to the conclusion that the marketing strategy of )oca )ola is working for them and the product is gaining popularity among youth day by day.

56

R.)+MM.N/(T%+NS After completing our pro!ect we have concluded some recommendation for the coca cola company( which are following. )oca )ola )ompany 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 ,akistani 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 )oke in rural areas. /hey should also focus the old people. 5ow young generation has a trend to drink a coke 7 regular bottles at same time( so providing more satisfaction to them company should introduce S liter disposable bottle.

P.ST (N(-:S%S +? )+)(-)+-( /here are four variables( which we will discuss in our report( they areB P+-%T%)(- 8(R%(B-.S
57

Politi al 1ariables

&ffects of government regulations 3 deregulations &ffect of environmental protection laws if any Import and e'port regulations &ffect of political conditions in certain countries of )oke Any effect of election( military take over( %evolution at )oke

Stron$ Some ly 6hat .33e t .33e ted ed + ++

No .33e t + 5&

Some Stron$ly 6hat .33e ted .33e ted

H&S

5& 5&

H&S

)onclusion 4f ,olitical AnalysisB As far as the above table is concerned it could be seen that there are very little chances of Dpolitical variablesE to effect the coke0s production and selling behavior. In the Dpolitical variablesE most of the things are related to <overnmental activities. So( they don0t leave any good or bad impact in the Industry of coke. And there are some e'ceptional things likeB e !"#$ %e &'( )#$&e*&"$ ('+, they some what effect the industry of )oke. .rom last two years <overnment is going to be really very much conscious about the environment. +ut after making the ad!ustments in plants and applying the proper way of wastage the chances of being
5"

affected by the Dprotection lawsE are going to be diminished. So it impact good for the )oke0s reputation. And the second thing in political variables which effects )oke is e(e*&"$ , - %"("&'#. &'/e $!e# +ecause in the days of elections and marshal law0s condition the countries production in any field is declined. So it affects slightly the revolution of )oke. So )$("&"*'( *$ 0"&"$ , are over all leave neutral effects on coke0s industry. .)+N+M%)(- 8(R%(B-.S . onomi al 8ariables Stron$ ly .33e t ed ++ Some 6hat .33e te d + No .33e t + Some 6hat .33e ted Stron$l y .33e te d H&S

?o soaring interest rates make business task any harder Any effect due to inflation Anything done to reduce unemployment Any effect of 66th September 7AA6( incident at )oke in ,akistan

H&S H&S 5&

)onclusion 4f &conomical Analysis It could be seen that #economical $a%iables& highly affects the )oke0s resolution. &conomic factors are those actors who effect the production of any industry. So( )oke is not the out of Cuestion. If the economic conditions of the country is not that strong and )oke increases its ,rice in this situation. /hen it would impact highly negative. And inflation is also not a good position for any country0s
5#

production point of view. It also impacts highly negative in the )oke0s production. And as a country concerned like D,akistanE where the unemployment rate is very much high. /he )oca*)ola system in ,akistan employs 6(8AA people. ?uring the last 7 years( the )oca* )ola system in ,akistan has involved over K68A million #G.S-. 1hen we draw the conclusion of #economic $a%iables&. /hen we come to know that if economic variables are in the favorable position of country then they impact good other wise the impact highly bad.

S+)%(- 8(R%(B-.S So ial 1ariables Stron$ Some No ly 6hat .33e .33e t .33e ted t ed + + ++ H&S Some Stron$ 6hat ly .33e ted .33e t ed

&ffects of advertisement of )oke on ,ublic popularity $ow will do )oke0s contribution affect charity organizations of ,akistan $as rising consciousness of natural resources in people effected your Dsave environment activities.

H&S

H&S

6$

)45)LGSI45 4. S4)IAL A5ALHSIS &?G)A/I45 /he )oca*)ola )ompany has always believed that education is a powerful force in improving the Cuality of life and creating opportunity for people and their families around the world. /he )oca*)ola )ompany is committed to helping people make their dreams come true. All over the world( we are involved in innovative programs that give hard*working( "nowledge*hungry students books( supplies( places to study and scholarships. .rom youth in +razil to first generation scholars( educational programs in local communities are our priority. &5 I%45M&5/ A large part or our relationship with the world around us is our relationship with the physical world. 1hile we have always sought to be sensitive to the environment( we must use our significant resources and capabilities to provide active leadership on environmental issues( particularly those relevant to our business. 1e want the world we share to be clean and beautiful. 1e are always innovating to bring you different delicious beverages. /his same spirit of innovation comes alive in our environment programs. 1e0re committed to preserving our environment( from use of more than K 7 billion #G.S- a year in recycling content and suppliers( and environment Management initiatives( down to very local neighborhood collection and beautification efforts. $ere0s a sample of what we0re doing in different communities around the world regarding the conservation of water and natural resources( climate changes( waste environment education. /he )oca*)ola system in ,akistan operates through eight bottlers. .our of which are ma!ority*owned by )oca*)ola +everages ,akistan Limited #))+,L-. )4MMG5I/H I5 4L &M&5/B

61

In 7AAA( when eastern ,akistan suffered its worst droughts( /he )oca*)ola system initiated a famine*relief program to help victims and was the first private*sector company to assist. /he )oca*)ola system in ,akistan initiated a voluntary $a!! program that allows one employee from each plant( selected through a draw( to be sent on the $oly ,ilgrimage to Mecca at the )ompany0s e'pense. T.)0N+-+G%)(- 8(R%(B-.S Te hnolo$i al 1ariables Stron$ Some No ly 6hat .33e .33e t .33e ted t ed + + ++ H&S Some Stron$ 6hat ly .33e ted .33e te d

$ave business innovations effectively promoted your business $as the government0s regulations ever hindered in importing technical eCuipment ?oes )oke help in promoting paperless environment

H&S

H&S

)onclusion 4f /echnological Analysis 4f course business inno$ation leaves highly good impacts in the business of )oke. As coke use more advance technology in its production process. It will resulted in increment of their production through out the country. As far as the #'o$e%nmental (ind%ances& are concerned the impacts highly bad on coke0s production. &ver year when budget in
62

announced government ta'es rates always shoot up. /his approach of government decreases the profit margin of )oke. As the coke helping in promoting #)a)e%less en$i%onment& .it impacts good( because computers are the basic need of any person now a days. And though it0s a big industry so it is promoting the trend of paperless environment. And it is giving the way of other industries to come to new technologies and into a new world of business. /hrough computers coke can increase the efficiency of its business and can have up Fto*date data about their productions. 4 &% ALL %&SGL/S 4. ,&S/ A5A5HSIS After our studies and analysis of ))+,L #)oca*)ola +everages ,rivate Limited-( we came up with the very interesting report of facts and figures. )oca*)ola is no doubt one of the most popular beverage company and its product )4"& is one of most consumed cola drink. /hey spend billion of dollars on their advertisement( promotions and recreational campaign. )oca*)ola is a close competitor of ,epsi and it certainly gives its rival a tough time. )oca*)ola is a 7>L shareholder in the ,akistan market and they don0t want to stop hereRR Its target market is to achieve a much higher Lage. )oca*)ola has about 7AAA employees at ,akistani plants. Lahore plant of )oca*)ola is one of the beautiful plant in Asia( Situated on %aiwand %oad. )oca*)ola has always had a close consumer and supplier relationship with its customers. Its entertaining and colorful advertisements have always and will always rock the media. ,akistani rock stars( sportmen and actors have played a very vital role in making )oca*)ola such a popular beverage. /(T( (N(-:S%S !. 0a1e you e1er tried the 4rodu t 9)o a-)ola;D

63

35 30 25 20 15 10 5 0 yes no

4ut of the 8A people we surveyed( all of them said they had tried )oca*)ola atleast once. /his e'plains the brand awareness of )oca*)ola. &. Gender
20 18 16 14 12 10 8 6 4 2 0 male female

4ut of the 8A respondents( there were 68 men 3 67 women.

'. ($e $rou4s

64

A(e )*ou's
51 & above 36-50 yrs 20-35 yrs 10-19 yrs below 10 yrs 0 5 10 15

no% o& 'eo'le

As represented in the chart( ma!ority of the respondents were in the age group of 7A*8: years( the least of the lot being 7 kids who were also asked to participate in the survey.

4. /o you enjoy the 4rodu t 9)o a-)ola;D

no 23%

yes 77%

.rom the analysis( it was found that ma!ority of >>L #78 people- respondents said they en!oyed drinking )oca*)ola as against 78L #> people- who said they preferred other drinks.
65

:. ,hat brand 6ould you say is more 4o4ular amon$ the 4ubli D a- )oca*)ola b- ,epsi c- 4ther

!"#ers 7%

Peps 37%

Coca-Cola 56%

As seen in the chart( out of 8A people( 6> respondents said( in their opinion( )oca*)ola was more popular while 66 respondents said they preferred ,epsi as a popular brand. =. /o you enjoy )o a-)olaAs ad1ertisements on T8D

$ 'on)" l %e "#em no" ba' "#ey are &oo' b(" no"# n& spec al $ really l %e "#em 0 2 4 6 8 10 12 14

66

/he chart represents that a ma!ority of people thought the Advertisements were good enough 3 they like what they see. #. /o you think the 4ri e 3or a an o3 )o a )ola is hea4 or e=4ensi1eD

e*pens ve sl &#"ly overpr ce' c#eap 0 5 10 15 20 25

As seen in the above figure( a ma!ority of 78 people out of the 8A respondents thought that the )oca*)ola )ans are slightly overpriced with a few people also rating it as e'pensive. E. %3 you 6ere to see the )o a-)ola lo$o some6here 6ould you re o$ni<e itD

67

no 0%

yes 100%

It is understood from the fact that the Logo of the )ompany still has its image in the minds of the people with all the respondents saying they would recognize the D)oca*)olaE Logo. F. 0o6 o3ten do you buy the 4rodu tD

every'ay few " mes n a wee% few " mes n a mon"# once+few " mes n a year never 0 5 10 15

As it can be seen in the figure( it was concluded that ma!ority of the respondents bought the product Cuite freCuently. /his shows the brand loyalty of the customers towards )oca*)ola.

6"

!". ,here do you buy )o a-)ola 4rodu ts the mostD

,es"a(ran"s

&eneral s"ores

s(per mar%e"s 0 5 10 15 20

As seen in the above chart( customers usually preferred to buy )oca*cola in restaurants like ".)( Mc ?onalds( Sub*1ay etc. /he second largest option was <eneral stores stocking )oca* )ola.

6#

)+N)-5S%+N It was observed that )oca*)ola has been perceived Cuite positively as it has been pro!ected. ,eople are aware of the +rand 3 Awareness of )oca*)ola is Cuite high in the market. 1hen a product is launched( avid )oke drinkers choose this soda over any other competitor simply because itJs a )oca*)ola product and they trust it. Although )oke has been into controversies( people still prefer to stay loyal to the +rand with )oca*)ola being termed as a more popular brand than ,epsi. )oca*)ola products would appear( on the shelf( to have the most e'pensive range of soft drinks common to supermarkets( at almost double the cost of no name brands. /his can be for several reasons apart from !ust to cover the e'tra costs of promotions( for which no name brands do without. 1hen people buy )oca*)ola they are not !ust buying the beverage but also the image that goes with it( therefore to have the price higher reiterates the fact that the product is of a better Cuality than the rest and that the consumer is not cheap. In supermarkets and convenience stores )oca*)ola has their own fridge which contains only their products. /here is little personal selling( but that is made up for in public relations and corporate image. )oca*)ola sponsors a lot of events including sports and recreational activities.

S$1
7$

 2$ *3'3$ 3$ 4'.e *$*'-*$(' e 4$.

-%M%T(T%+NS

Time )onstraints: A two months0 time limits us to understand completely the market reCuirements and all round working perspective of the company. Position and (uthenti ation )onstraints: 1ith 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 )ustomer %ntera tion: It is because the customers of $industan )oca*)ola +everagws ,rivate Limited are big organizationsM these organizations are situated outside aranashi. So( there is no interection with

customers of $industan )oca*)ola +everagws ,rivate Limited.

71

S5GG.ST%+NS 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. 1e have efficiency of the organizationM we have to improve on certain pointsB )ost e33i ien y: /o get the achievement of cost efficiency we have to keep certain points in our mind they are resale of scraps( inventory management( work distribution. Pro3it $eneration: In the S14/ analysis we have seen there is a great opportunity products( these can be turnkey for the company. /he company should try to work on e'port. /hey should lay more emphasis on e'port.
72

 %m4ro1in$ te hnolo$y: /here is no doubt that the product of company is not good. +ut from time to time the regular improvement of the technology. It improves the Cuality of the product as well as save the time. Be omin$ a $lobal 4layer: 1ith the last dealings we can conclude that the company had satisfy there ma'imum customers. After those dealings the company should try to get a good name in India as well as in international market. 5ameB YYYYYYYYYYYYYYYYYYYYYYYYYY

6. $ave you ever tried the product #)oca*)ola-2 a- Hes b- 5o 7. <ender a- Male b- .emale 8. $ow old are you2 a- +elow 6A b- 6A*6@ c- 7A*8: d- 8=*:A e- :6 3 Above
73

9. ?o you en!oy the product2 a- Hes b- 5o c- ItJs not bad :. 1hat brand would you say is more popular among the public2 d- )oca*)ola e- ,epsi f- 4ther

=. ?o you en!oy )oca )olas advertisements on / 2 a- I really like them b- /hey good but nothing special c- 5ot bad d- I donJt en!oy them >. ?o you think the price for a can of )oca )ola is cheap or e'pensive2 a- )heap b- Slightly over priced c- &'pensive 8. If you were to see the )oca )ola logo somewhere would you recognize it2 a- Hes b- 5o @. $ow often do you buy the product2
74

a- 5ever b- 4nceOfew times a year c- .ew times a month d- .ew times a week e- &veryday 6A. 1here do you buy )oca*)ola products the most2 a- Super Markets b- <eneral stores c- %estaurants #Mc?onaldJs( Subway( ".) etc-

A55E678E /he internet is a powerful source of information related to management theories and practices. /his anne'ure 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 pro!ect work. /his compilation is meant to be illustrative rather than comprehensive and there might be many other sources. Hou must be on the guard as every site listed on the search engines under the title WMarketing Strategies Analysis0 may not be related to my pro!ect over my study undergone in +,) $industan )oca*)ola +everagws ,rivate Limited. It may be a site

75

related to general references( articles and slides over management theories on MarketingR

9:9L:O;8A<HY +ibliography refers to the sources through which information has been retrieved in my pro!ect developmentB +ooks 3 MagzinesB Marketing Management &conomic /imes

+y # ,hilip "otler -

Annual %eport of coca*cola company.

1ebsitesB

666.$oo$le. om +++.*$*'-*$('" 0"'.*$%

76

666.alta1ista. om

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