Professional Documents
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Project Report On Coca-Cola Company
Project Report On Coca-Cola Company
PROJECT REPORT ON
COCA-COLA COMPANY
SUBMITTED BY:
SUBMITTED TO:
DR.
KARTIK DAVE
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CONTENTS
EXECUTIVE SUMMARY
- PAGE 2
CHAPTER 1
- PAGE 4-6
INTRODUCTION
CHAPTER 2
- PAGE 7-11
INDUSTRY PROFILE
CHAPTER 3
- PAGE 12-63
COMPANY PROFILE
COCA-COLA COMPANY
- PAGE 13-17
GLOBAL MARKET SHARE OF COCA-COLA
- PAGE 17-18
TRENDS AND FORCES
- PAGE 19-22
POTERS FIVE FORCES
- PAGE 22-29
PESTLE ANALYSIS
- PAGE 29-33
SWOT ANALYSIS
- PAGE 33-40
COCA-COLA INDIA
- PAGE 41-42
PRODUCTS IN INDIA
- PAGE 42-46
MARKETING MIX
- PAGE 49-58
PESTLE ANALYSIS
- PAGE 58-62
SWOT ANALYSIS
- PAGE 60-62
Page 2
CHAPTER 4
- PAGE 63-68
RESEARCH METHODOLOGY
CHAPTER 5
- PAGE 69-79
DATA ANALYSIS
CHAPTER 6
- PAGE 80-82
BIBLIOGRAPHY
- PAGE 83
ANNEXURE
- PAGE 84-85
EXECUTIVE
SUMMARY
This report has been prepared with a specific purpose in mind. It outlines the
history and current scenario of the Coca-Cola Company globally and locally.
The first part of the study takes us through the present state of affairs of the
beverage industry and Coca-Cola Company globally.
The report contains a brief introduction of Coca Cola Company and Coca-Cola
India and a detailed view of the tasks, which have been undertaken to analyze
the market of Coca-Cola i.e. we have performed Competitive, PESTLE and
SWOT analysis of Coca-Cola Company and PESTLE and SWOT analysis of
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1.
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INTRODUCTION
INTRODUCTON
Let reason go before every enterprise,
And counsel before every action
Research is a human activity based on intellectual investigation and is aimed at
discovering, interpreting, and revising human knowledge on different aspects of
the world.
MARKETING RESEARCH:-
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Marketing research is the function that links the consumer, customer and public
to the marketer through information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions;
monitor marketing performance; and improve understanding of marketing as a
process. Marketing research specifies the information required to address these
issues, designs the methods for collecting information, manages and implements
the data collection process, analyzes and communicates the findings and their
implications.
-American Marketing Association
Marketing research is about researching the whole companys marketing
process.
-Palmer (2000)
INTRODUCTION TO COCA-COLA
Coca-Cola, the product that has given the world its best-known taste was born in Atlanta,
Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer
and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly
400 beverage brands. It sells beverage concentrates and syrups to bottling and canning
operators, distributors, fountain retailers and fountain wholesalers. The Companys beverage
products comprises of bottled and canned soft drinks as well as concentrates, syrups and notready-to-drink powder products. In addition to this, it also produces and markets sports
drinks, tea and coffee. The Coca- Cola Company began building its global network in the
1920s. Now operating in more than 200 countries and producing nearly 400 brands, the CocaCola system has successfully applied a simple formula on a global scale: Provide a moment
of refreshment for a small amount of money- a billion times a day.
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The Coca-Cola Company and its network of bottlers comprise the most sophisticated and
pervasive production and distribution system in the world. More than anything, that system is
dedicated to people working long and hard to sell the products manufactured by the
Company. This unique worldwide system has made The Coca-Cola Company the worlds
premier soft-drink enterprise. From Boston to Beijing, from Montreal to Moscow, Coca-Cola,
more than any other consumer product, has brought pleasure to thirsty consumers around the
globe. For more than 115 years, Coca-Cola has created a special moment of pleasure for
hundreds of millions of people every day.
The Company aims at increasing shareowner value over time. It accomplishes this by
working with its business partners to deliver satisfaction and value to consumers through a
worldwide system of superior brands and services, thus increasing brand equity on a global
basis. They aim at managing their business well with people who are strongly committed to
the Company values and culture and providing an appropriately controlled environment, to
meet business goals and objectives. The associates of this Company jointly take
responsibility to ensure compliance with the framework of policies and protect the
Companys assets and resources whilst limiting business risks.
2.
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INDUSTRY PROFILE
INDUSTRY PROFILE
The Indian FMCG industry witnessed significant changes through the 1990s. Many players
had been facing severe problems on account of increased competition from small and
regional players and from slow growth across its various product categories. As a result, most
of the companies were forced to revamp their product, marketing, distribution and customer
service strategies to strengthen their position in the market.
By the turn of the 20th century, the face of the Indian FMCG industry had changed
significantly. With the liberalization and growth of the Indian economy, the Indian customer
witnessed an increasing exposure to new domestic and foreign products through different
media, such as television and the Internet. Apart from this, social changes such as increase in
the number of nuclear families and the growing number of working couples resulting in
increased spending power also contributed to the increase in the Indian consumers' personal
consumption. The realization of the customer's growing awareness and the need to meet
changing requirements and preferences on account of changing lifestyles required the FMCG
producing companies to formulate customer-centric strategies. These changes had a positive
impact, leading to the rapid growth in the FMCG industry. Increased availability of retail
space, rapid urbanization, and qualified manpower also boosted the growth of the organized
retailing sector.
HLL led the way in revolutionizing the product, market, distribution and service formats of
the FMCG industry by focusing on rural markets, direct distribution, creating new product,
distribution and service formats. The FMCG sector also received a boost by government led
initiatives in the 2003 budget such as the setting up of excise free zones in various parts of the
country that witnessed firms moving away from outsourcing to manufacturing by investing in
the zones.
Though the absolute profit made on FMCG products is relatively small, they generally sell in
large numbers and so the cumulative profit on such products can be large. Unlike some
industries, such as automobiles, computers, and airlines, FMCG does not suffer from mass
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Unlike other economy sectors, FMCG share float in a steady manner irrespective of global
market dip, because they generally satisfy rather fundamental, as opposed to luxurious needs.
The FMCG sector, which is growing at the rate of 9% is the fourth largest sector in the Indian
Economy and is worth Rs.93000 cr. The main contributor, making up 32% of the sector, is
the South Indian region. It is predicted that in the year 2010, the FMCG sector will be worth
Rs.143000 cr. The sector being one of the biggest sectors of the Indian Economy provides up
to 4 million jobs. (Source: HCCBPL, Monthly Circular)
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Fig 2.0 BEVERAGES IN INDIA
The beverage industry is vast and there various ways of segmenting it, so as to cater the
right product to the right person. The different ways of segmenting it are as follows:
If the behavioural patterns of consumers in India are closely noticed, it could be observed
that consumers perceive beverages in two different ways i.e. beverages are a luxury and that
beverages have to be consumed occasionally. These two perceptions are the biggest
challenges faced by the beverage industry. In order to leverage the beverage industry, it is
important to address this issue so as to encourage regular consumption as well as and to
make the industry more affordable.
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3.
COMPANY PROFILE
COMPANY PROFILE
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MISSION:
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.
To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.
VISION:
Our vision serves as the framework for our Roadmap and guides every aspect of our business
by describing what we need to accomplish in order to continue achieving sustainable, quality
growth.
People: Be a great place to work where people are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate
and satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers, together we create
mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.
Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.
WINNING CULTURE:
Our Winning Culture defines the attitudes and behaviours that will be required of us to make
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WORK SMART:
Act with urgency.
Remain responsive to change.
Have the courage to change course when needed.
Remain constructively discontent.
Work efficiently.
BE THE BRAND:
Inspire creativity, passion, optimism and fun.
HISTORY OF COCA-COLA
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John Pemberton declared that the name "Coca-Cola" belonged to Charley, but the other two
manufacturers could continue to use the formula. So, in the summer of 1888, Candler sold his
beverage under the names Yum Yum and Koke. After both failed to catch on, Candler set out
to establish a legal claim to Coca-Cola in late 1888, in order to force his two competitors out
of the business. Candler purchased exclusive rights to the formula from John Pemberton,
Margaret Dozier and Woolfolk Walker. However, in 1914, Dozier came forward to claim her
signature on the bill of sale had been forged, and subsequent analysis has indicated John
Pemberton's signature was most likely a forgery as well.
In 1892 Candler incorporated a second company, The Coca-Cola Company (the current
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On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of the
drink with "New Coke". Follow-up taste tests revealed that most consumers preferred the
taste of New Coke to both Coke and Pepsi, but Coca-Cola management was unprepared for
the public's nostalgia for the old drink, leading to a backlash. The company gave in to protests
and returned to a variation of the old formula, under the name Coca-Cola Classic on July 10,
1985.
On February 7, 2005, the Coca-Cola Company announced that in the second quarter of 2005
they planned to launch a Diet Coke product sweetened with the artificial sweetener sucralose,
the same sweetener currently used in Pepsi One. On March 21, 2005, it announced another
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According to Beverage Digest's 2008 report on carbonated soft drinks, PepsiCo's U.S. market
share has increased to 30.8%, while the Coca-Cola Company's has decreased to 42.7% due to
Pepsi marketing schemes still the higher large gap between the market share can be attributed
to the fact that Coca-Cola took advantage of Pepsi entering the market late and has set up its
bottler's and distribution network especially in developed markets.
"The Coca-Cola Company" is the largest soft drink company in the world. Every year
800,000,000 servings of just "Coca-Cola" are sold in the United States alone. Bottling plants
with some exceptions are locally owned and operated by independent business people who
are native to the nations in which they are located. Coca-Cola manufactures, distributes and
markets non-alcoholic beverage concentrates and syrups, including fountain syrups.
It supplies concentrates and beverage bases used to make the products and provides
management assistance to help it's bottler's ensure the profitable growth of their business.
This has put Pepsi at a significant disadvantage compared to US market. Overall, Coca-Cola
continues to outsell Pepsi in almost all areas of the world. However, exceptions include India,
Saudi Arabia and Pakistan.
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By most accounts, Coca-Cola was India's leading soft drink until 1977 when it left India after
a new government ordered, The Coca-Cola Company to turn over its secret formula for Coke
and dilute its stake in its Indian unit as required by the Foreign Exchange Regulation Act
(FERA).
In 1988, PepsiCo gained entry to India by creating a joint venture with the Punjab
government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited.
This joint venture marketed and sold Lehar Pepsi until 1991 when the use of foreign brands
was allowed. PepsiCo bought out its partners and ended the joint venture in 1994. In 1993,
The Coca-Cola Company returned in pursuance of India's Liberalization policy. In 2005, The
Coca-Cola Company and PepsiCo together held 95% market share of soft-drink sales in
India. Coca-Cola India's market share was 52.5%.
In Russia, Pepsi initially had a larger market share than Coke but it was undercut once the
Cold War ended. In 1972, Pepsi Co Company struck a barter agreement with the government
of the Soviet Union, in which Pepsi Co was granted exportation and Western marketing rights
to Stolichnaya vodka in exchange for importation and Soviet marketing of Pepsi-Cola.
This exchange led to Pepsi-Cola being the first foreign product sanctioned for sale in the
U.S.S.R. Pepsi, as one of the first American products in the Soviet Union, became a symbol
of that relationship and the Soviet policy.
Brand name loyalty is another competitive pressure. The Brand Keys Customer Loyalty
Leaders Survey (2004) shows the brands with the greatest customer loyalty in all industries.
Diet Pepsi ranked 17th and Diet Coke ranked 36th as having the most loyal customers to their
brands. The new competition between rival sellers is to create new varieties of soft drinks,
such as vanilla and cherry, in order to increase sales and getting new customers.
Pepsi is however trying to counter this by competing more aggressively in the emerging
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POTENTIAL ENTRANTS:
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SUBSTITUTES:
Numerous beverages are available as substitutes for soft drinks. Citrus beverages and fruit
juices are the more popular substitutes. Availability of shelf space in retail stores as well as
advertising and promotion traditionally has had a significant effect on beverage purchasing
behaviour. Overall total liquid consumption in the United States in 1991 included CocaCola's 10% share of all liquid consumption.
For years the story in the non-alcoholic sector centred on the power struggle between Coke
and Pepsi. But as the pop fight has topped out, the industry's giants have begun relying on
new product flavours and looking to noncarbonated beverages for growth.
Substitute products are those competitors that are not in the soft drink industry. Such
substitutes for Coca-Cola products are bottled water, sports drinks, coffee, and tea, juices etc.
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Political Analysis:
Political factors are how far a government intervenes in the operations of the company. The
political factors may include tax policy, trade restrictions, environmental policy, laws
imposed on the recruiting labours, amount of permitted goods by the government and the
service provided by the government.
Globally, Coca-Cola beverages being a non-alcoholic industry falls under the FDA (Food and
Drug Administration), it is an agency in the United States Department of Health and Human
Services. Its headquarters is in USA and it has started opening offices in foreign countries as
well. The job of the FDA is to check and certify whether the ingredients used in the
manufacturing of Coca-Cola products in the particular country is meeting to the standards or
not. In Coca-Cola the company takes all the necessary steps to analyze thoroughly before
introducing any ingredients in its products and get prior approval from the FDA. The
company also has to take into consideration of the regulation imposed by FDA on plastic
bottled products.
Apart from FDA the other political factors includes tax policies and accounting standards.
The accounting standards used by the company changes from time to time which have a
significant role in the reported results.
The company also is subjected to income tax policies according to the jurisdiction of various
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Economic Factors:
The economic factors analyze the potential areas where the firm can grow and expand. It
includes the economic growth of the country, interest rates, exchange rates, inflation rates,
wage rates and unemployment in the country.
The company first analyzes the economic condition of the country before venturing into that
country. When there is an economic growth in the country, the purchasing power among
people increases. It gives the company or the marketer a good chance to market the product.
Coca-Cola, in the past identified this correctly and rightly started its distribution across
various countries. The net operating profits for the company outside US stands at around
72%. Along with this the company uses 63 various types of currencies other than US Dollar.
Hence there is a definite impact in the revenues due to the fluctuating foreign currency
exchange rates. A strong and weak currency tends to affect the exporting of the products
globally.
Interest rates are the rate which is imposed on the company for the money they have
borrowed from government. When there is an increase in the interest rates, it may deter the
company in further investment as the cost for borrowing is higher. Coca-Cola uses derivative
financial instruments to cope up with the fluctuating interest rates. Inflation and wage rate go
hand in hand, when there is an increase in the inflation the employee demand for a higher
wage rate to cope up with the cost of living.
This comes as additional cost for the company which cannot be reflected in the price of the
final product as the competition and risk in this segment is higher. This is a threat in the
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Social Factors:
Social factors are mainly the culture aspects and attitude, health consciousness among people,
population growth with age distribution, emphasis on safety. The company cannot change the
social factors but the company has to adjust itself to the changing society. The company
adapts various management strategies to adapt to these social trends.
Coca-Cola which is a B2C company, is directly related to the customer, so social changes are
the most important factors to consider. Each and every country has a unique culture and
attitude among the people. It is very important to know about the culture before marketing in
a particular country. Coca-Cola has about 3300+ products in their stable, when entering into a
country it does not introduce all the products. It introduces minimum number of products
according to the culture of the country and the attitude of the people.
Consumers and government are becoming increasingly aware of the public health
consequences, mainly obesity which is the second social factor in the soft drinks industry. It
inspired the company to venture into the areas of Diet coke and zero calorie soft drinks. The
problem of obesity is taken seriously among the youngsters who like to maintain a good
physique. Hence coke introduced dietary products for those youngsters who can enjoy coke
with zero calories. In one of the study it is said that Consumer from the age groups 37 to 55
are also increasingly concerned with nutrition. Since many are aware, they are concerned
with the longevity of their lives. This will affect the demand of the company in the existing
product and also is an opportunity to venture into new health and energy drinks industry.
Population growth rate and the age distribution is another social factor to be considered. It is
very important because non-alcoholic markets have most of its share from the children and
youngsters. Adults used to celebrate mostly with alcohol. The age distribution of the country
becomes important for the success of the product in a country.
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Technological Factors:
Technology plays a varied role in the soft drinks industry. The manufacturing and distribution
of the products is relatively a Low-Tech business, although the creation of a new product with
the perfect blend and taste is a science (an art in itself).
Technological contributions are most important in packaging. The company rely on their
bottling partners for a significant portion of their business. Nearly 83% of the worldwide unit
case volume is manufactured and distributed by their bottling partners in whom the company
does not have controlling power. Hence it is necessary for the company to maintain a cordial
relation with their bottling partners. If the company do not give ample support in pricing,
marketing and advertising then the bottling industry while increase their short term profits,
may become detrimental to the company.
The advancement in technology in the company has led to: Introduction of new ways for the
availability of Coca-Cola, it introduced general vending machines all over the world. In
products it led to the development of new products like Cherry Coke, Diet Coke etc. The
technical advancement in the bottling industries include, introduction of recyclable and non
refillable bottles, introduction of cans which are trendy, stylish and popular among the
youngsters.
Legal Factors
The legal factors include discrimination law, customer law, antitrust law, employment law
and health and safety law. In Coca-Cola the business is subjected to various laws and
regulation in the numerous countries in which they do the business, the laws include
competition, product safety, advertising and labelling, container deposits, environment
protection, labour practices.
In the US the products of the company is subjected to various acts like Federal Food, Drug
and Cosmetic Act, the Federal Trade Commission Act, Occupation Safety and Health Act,
various environment related acts and regulations, the production, distribution, sale and
advertising of all the products are subjected to various laws and regulations. Changes in these
laws could result in increased costs and capital expenditures, which affects the company
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Environment Factors
These factors include the environment such as the weather conditions and the seasons in
which people prefer to buy cool beverages. Also the company must follow the environmental
issues related to the product manufacturing, packaging and distributing in various countries.
It must adhere to the norms and market the product accordingly. Usage of renewable plastic
in the PET bottles is followed by the company strictly.
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Fig 2.1 SWOT ANALYSIS OF COCA-COLA
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STRENGTHES:
WORLDS LEADING BRAND
Coca-Cola has strong brand recognition across the globe. The company has a leading brand
value and a strong brand portfolio. Business-Week and Inter-brand, a branding consultancy,
recognize. Coca-Cola as one of the leading brands in their top 100 global brands ranking in
2006.The Business Week-Inter-brand valued Coca-Cola at $67,000 million in 2006. CocaCola ranks well ahead of its close competitor Pepsi which has a ranking of 22 having a brand
value of $12,690 million Furthermore; Coca-Cola owns a large portfolio of product brands.
The company owns four of the top five soft drink brands in the world: Coca-Cola, Diet Coke,
Sprite and Fanta.
Strong brands allow the company to introduce brand extensions such as Vanilla Coke, Cherry
Coke and Coke with Lemon. Over the years, the company has made large investments in
brand promotions. Consequently, Coca-cola is one of the best recognized global brands. The
companys strong brand value facilitates customer recall and allows Coca-Cola to penetrate
new markets and consolidate existing ones.
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WEAKNESS:
NEGATIVE PUBLICITY
The Coca-Cola Company has been involved in a number of controversies and lawsuits related
to its relationship with human rights violations and other perceived unethical practices. There
have been continuing criticisms regarding the Coca-Cola Company's relation to the Middle
East and U.S. foreign policy. The company received negative publicity in India during
September 2006.The company was accused by the Centre for Science and Environment
(CSE) of selling products containing pesticide residues. Coca-Cola products sold in and
around the Indian national capital region contained a hazardous pesticide residue.
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On 10 December 2008, the US Food and Drug Administration (FDA) wrote to Mr. Muhtar
Kent, President and Chief Executive Officer, to warn him that the FDA had concluded that
Coca-Cola's product Diet Coke Plus 20 FL OZ was is in violation of the Federal Food, Drug,
and Cosmetic Act.
In January 2009, the US consumer group the Centre for Science in the Public Interest filed a
class-action lawsuit against Coca-Cola. The lawsuit was in regards to claims made, along
with the company's flavours, of Vitamin Water. Claims say that the 33 grams of sugar are
more harmful than the vitamins and other additives are helpful.
In North America the sale of unit cases did not record any growth. Unit case retail volume in
North America decreased 1% primarily due to weak sparkling beverage trends in the second
half of 2006 and decline in the warehouse-delivered water and juice businesses. Moreover,
the company also expects performance in North America to be weak during 2007. Sluggish
performance in North America could impact the companys future growth prospects and
prevent Coca-Cola from recording a more robust top-line growth.
OPPORTUNITIES:
ACQUISITIONS
During 2006, its acquisitions included Kerry Beverages, (KBL), which was subsequently,
reappointed Coca-Cola China Industries (CCCIL). Coca-Cola acquired a controlling
shareholding in KBL, its bottling joint venture with the Kerry Group, in Hong Kong.
The acquisition extended Coca-Colas control over manufacturing and distribution joint
ventures in nine Chinese provinces.
In Germany the company acquired Apollinaris which sells sparkling and still mineral water.
Coca-Cola has also acquired a 100% interest in TJC Holdings, a bottling company in South
Africa. Coca-Cola also made acquisitions in Australia and New Zealand during 2006. These
acquisitions strengthened Coca-Colas international operations.
These also give Coca- Cola an opportunity for growth, through new product launch or greater
penetration of existing markets. Stronger international operations increase the companys
capacity to penetrate international markets and also gives it an opportunity to diversity its
revenue stream. On 25 February 2010, Coco cola confirms to acquire the Coca cola
enterprises (CCE) one the biggest bottler in North America. This strategy of coca cola
strengthens its operations internationally.
owing to increasing health concerns. The market for bottled water in the US generated
revenues of about $15.6 billion in 2006.
Market consumption volumes were estimated to be 30 billion litres in 2006. The market's
consumption volume is expected to rise to 38.6 billion units by the end of 2010. This
represents a CAGR of 6.9% during 2005-2010.
In terms of value, the bottled water market is forecast to reach $19.3 billion by the end of
2010. In the bottled water market, the revenue of flavoured water (water-based, slightly
sweetened refreshment drink) segment is growing by about $10 billion annually. The
companys Dasani brand water is the third best-selling bottled water in the US. Coca-Cola
could leverage its strong position in the bottled water segment to take advantage of growing
demand for flavoured water.
THREATS:
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INTENSE COMPETITION
Coca-Cola competes in the non-alcoholic beverages segment of the commercial beverages
industry. The company faces intense competition in various markets from regional as well as
global players. Also, the company faces competition from various non-alcoholic sparkling
beverages including juices and nectars and fruit drinks. In many of the countries in which
Coca-Cola operates, including the US, PepsiCo is one of the companys primary competitors.
Other significant competitors include Nestle, Cadbury Schweppes, Groupe DANONE and
Kraft Foods.
Competitive factors impacting the companys business include pricing, advertising, sales
promotion programs, product innovation, and brand and trademark development and
protection. Intense competition could impact Coca-Colas market share and revenue growth
rates.
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partners could indirectly affect Coca-Colas business results. Such dependence on third
parties is a weak link in Coca-Colas operations and increases the companys business risks.
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Coca-Cola India was the leading soft drink brand in India till 1977 when it was forced to
close down its operation by a socialist government in the drive for self sufficiency. After 16
years of absence, coca cola returned to India and witnessed a different culture and economic
platform. During their absence, Parle brothers introduced a new type of cola called THUMS
UP. Along with, they also formulated a lemon flavoured drink, LIMCA, and mango
flavoured, MAAZA. In 1993, coca cola bought the whole Parle Brother operation, in a hope
to beat the main competitor (Pepsi). They presumed that with the tried and tested products of
Parle they will be able to regain their throne in the Indian soft drink market. Pepsi having a 6
year head start helped revive the demand for global cola but it was not easy for the soft drink
giant (coca cola) to return to India. Pepsi put more focus on the youth of the country in their
advertisements but coca cola tried influencing Indians with the American way of life, which
turned out to be a mistake.
Coca-Cola invested heavily in India for the first five years, which got them credit of being
one of the biggest investor in the country; however, their sales figures were not so impressive.
Hence, they had to re-think their market strategies. Coca-Cola learned from Hindustan Lever
that reducing their will result in more turnover, hence leading to profit. They launched an
extensive market research in India. They ascertained that in India 3 As must be applied;
Affordability, Availability and Acceptability. Coca-Cola learnt that they were competing with
local drinks such as Nimbu Pani, Narial Pani, Lassi etc. and reached to a conclusion
that competitive pricing was unavoidable. Since then they introduced a 200 ml glass bottle
for Rs.5.
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Further, they had different advertising campaigns for different regions of the country. In the
southern part, their strategy was to make Bollywood or Tamil stars to endorse their products.
In various regions they tried portraying coca cola products with different regional food
products. One of the most famous ad campaigns in India was Thanda Matlab Coca-Cola;
they featured the same quote with different regional entities.
Presently, Coca-Cola is the biggest brand in soft drinks and is way ahead in market share i.e.
60% in Carbonated Soft drinks Segment, 36% in Fruit drinks Segment, 33% in Packaged
water Segment, compared to its arch rival, Pepsi. Diversifying their product range and having
a competitive pricing policy, they have regained their throne. With virtually all the goods and
services required to produce and market Coca-Cola being made in India, the business system
of the Company directly employs approximately 6,000 people, and indirectly creates
employment for more than 125,000 people in related industries through its vast procurement,
supply, and distribution System.
The Indian operations comprises of 50 bottling operations, 25 owned by the Company, with
another 25 being owned by franchisees. That apart, a network of 21 contract packers
manufactures a range of products for the Company.
On the distribution front, 10-tonne trucks open bay three-wheelers that can navigate the
narrow alleyways of Indian cities constantly keep our brands available in every nook and
corner of the Countrys remotest areas.
COCA-COLA:In India Coca-Cola was leading soft drink till 1977 when Government policies necessitated
its departure. Coca-Cola made its return to the country in 1993 and made significant
investments to ensure that the beverage is available to more and more people, even in remote
and inaccessible parts of the nation.
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Over the past fourteen years has enthralled consumers in India by connecting with passions of
India Cricket, movies, music & food. Coca-Colas advertising campaigns Jo Chaho Ho
Jaye & Life Ho Toh Aise were very popular & had entered youths vocabulary. In
2002.Coca-Cola launched its iconic campaign Thanda Matlab Coca-Cola which sky
rocketed the brand to make it Indias favourite soft drink brand.
PET
CAN
FOUNTAIN
200ml, 300ml,
330 ml
VARIOUS SIZES
500ml, 1000ml
GLASS
Table - 1.0
LIMCA:Limca was introduced in 1971 in India. Limca has remained unchallenged as the No.1
sparkling drink in the cloudy lemon segment. The success formula is the sharp fizz and
lemoni bite combined with the single minded proposition of the brand as the provider of
Freshness.
Limca can cast a tangy refreshing spell on anyone, anywhere. Derived from Nimbu +
Jaise hence Lime Sa, Limca has lived up to its promises of refreshment and has been the
original thirst choice of millions of customers for over 3 decades.
PET
CAN
FOUNTAIN
200ml, 300ml,
330 ml
VARIOUS SIZES
500ml, 1000ml
GLASS
Table - 1.1
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THUMS UP:Thums up is a leading sparkling soft drink and most trusted brand in India. Originally
introduced in 1977, Thums up was acquires by The Coca-Cola Company in 1993. Thums up
is known for its strong, fizzy taste and it confident, mature and uniquely masculine attitude.
This brand clearly seeks to separate the men from the boys.
PET
CAN
FOUNTAIN
200ml, 300ml,
330 ml
VARIOUS SIZES
500ml, 1000ml
GLASS
Table - 1.2
SPRITE:Sprite a global leader in the lemon lime category is the second largest sparkling beverage
brand in India. Launched in 1999, Sprite with its cut-thru perspective has managed to be a
true teen icon.
RGB
PET
CAN
FOUNTAIN
200ml, 300ml
500ml, 600ml,
330 ml
VARIOUS SIZES
1250ml, 1500ml,
2000ml, 2250ml
Table 1.3
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FANTA:Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong
market place and is identifies as The Fun Catalyst. Perceived as a fun youth brand, Fanta
stands for its vibrant colour, tempting taste and tingling bubbles that not just uplifts feelings
but also helps free spirit thus encouraging one to indulge in the moment. This positive
imagery is associated with happy, cheerful and special times with friends.
GLASS
200ml, 300ml
PET
CAN
FOUNTAIN
330 ml
VARIOUS SIZES
MINUTE MAID PULPY ORANGE:The history of the Minute Maid brand goes as far back as 1945 when the Florida Food
Corporation developed orange juice powder. The company developed a process that
eliminated 80% of the water in the orange juice, forming a frozen concentrate that when
reconstitute created orange juice. They branded it Minute Maid a name connoting the
convenience and the ease of preparation. Minute Maid thus moved from a powdered
concentrate to the first ever orange juice from concentrate.
The launch of Minute Maid in India (started with the south of the country) is aimed to further
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MAAZA:Maaza was introduced in late 1970s. Maaza has today come to symbolise the very spirit of
mangoes. Universally loved for its taste, colour, thickness and wholesome properties, Maaza
is the mango lovers first choice.
PET
RGB
200ml, 250ml
POCKET MAAZA
200ml
Table 1.5
KINLEY:The importance of water can never be understated, Particularly in a nation such as India
where water governs the lives of the millions, be it as a part of everyday ritual or as the
monsoon which gives life to the sub continent. Kinley water comes with the assurance of
safety from the Coca-Cola Company.
Available in PET 500ml and 1000ml.
GEORGIA GOLD COFFEE:Georgia coffee was introduced in India in 2004. The Georgia gold range of Tea and coffee
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beverages is the perfect solution for office and restaurant needs. Today Georgia coffee is
available at Quick-Service Restaurants, Airports, Cinemas and in Corporates across all major
metros in India.
HOT BEVERAGES
COLD BEVERAGES
PRICE:Coke learnt with experience that price was a strategic weapon in an emerging market like
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India. An increase in value added tax in 1996 had taken the price of the 300ml bottle beyond
the reach of many Indian customers. In 2000, CCI conducted a yearlong experiment in
coastal Andhra Pradesh by introducing a 200ml bottle at Rs 7. The volumes went up by 30%
demonstrating the importance of consumer affordability. So the 200ml pack priced at Rs 5
was rolled out countrywide in January 2003. The advertising Campaign highlighted the
affordability and Indian image.
To make it affordable, Coke introduced Kinley in 200ml pouches for Re. 1 in selected places
in Ahmadabad and 200ml water cups in Maharashtra, priced at Rs 3 per cup in testing
marketing exercise conducted in mid 2002. In 2002 Kinley with 35% market share had
become the leader in the retail PDW segment and was contributing 20% of CCIs revenues.
PLACE:Coke pushed down responsibilities from corporate headquarters to the local business units.
The aim was to effectively align CCI's corporate resources, support systems and culture to
leverage the local capabilities. CCI's operations had been divided into North, Central and
Southern regions. Each region had a president at the top, with divisions comprising
marketing, finance, human resources and bottling operations. The heads of the divisions
reported to the CEO. Bottling operations were divided into four companies directed by the
bottling head from headquarters. Under the new plan, CCI shifted to a six region profit center
set up where product customization and packaging, marketing and brand building were taken
up locally. A Regional General Manager (RGM) headed each region with the regional
functional heads reporting to him. All the RGMs reported to VP (Operations, who in turn
reported to CEO. The four bottling operations, with 37 bottling plants, were merged into
Hindustan Coca-Cola Beverages (HCCB). Each of the six regions had on an average six
bottling plants. Each plant was headed by an Area General Manager (AGM) and held profit
center responsibility for a business territory. He reported to the RGM as well as the head of
bottling at the head quarters.
PROMOTION:-
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Coke is primarily targeted at young individuals over the age of twenty-five. This can be seen
by Coca-Colas advertising campaigns, which are aimed towards the young, by featuring well
known personalities popular to this age group. During 90'ies Coke's promotion efforts did not
seem to be effective. They were focused on mega events like the 1996 Cricket World Cup
held in India. CCI's World Cup Cricket campaign was overshadowed by Pepsi's "Nothing
official about it" campaign. Major analysts were surprised that Thumps Up was totally out of
the picture during such a mega event. In 1998 localization of marketing efforts, CCI signed
up celebrities like Aamir Khan, Aishwarya Rai, and Sunil Gavaskar to promote Coke. Coke
also began efforts to rejuvenate the Parle brands, Limca and Thumps Up. In 1998, India was
declared the fastest growing market within the Coca-Cola system. But things were far from
normal. Attempts at building growth through discounts and PET take home segment were not
very successful because of lack of coordination between the launches and marketing back-up.
To maintain good relationships with bottlers and avoid defections to the other camp, dealers
had been pampered by offering expensive overseas trips. In 2000, Coke wrote off investments
in India, amounting to $400 Mn. The revised value of CCI's assets after the charge was $300
mn.
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Political Factors:
Historical
Coca Cola India was the leading soft drink brand in India till 1977 when it left rather than
revealing its formula to the government. They re-entered the country in 1993. However, the
primary barrier for Coca-Colas entry into the Indian market was its political environment.
Despite the liberalization of the Indian economy in 1991 and introduction of the New
Industrial Policy to eliminate barriers such as bureaucracy and regulation, there was still a lot
of protectionism. Indias past promotion of Indigenous availability or Swadeshi
movement depicted its affinity for local products. Due to Indias suspicion of foreign
business entering Indian markets, Coca Cola received alien status its re-entry. This and some
of the policies imposed on foreign enterprises proved as a hindrance to the growth of the
company in the country. To make things worse, the policies were neither clear nor
unchanging.
For example, foreign businesses were not allowed to market their products under the same
name if selling within the Indian market. Thus, Coca Cola had to be changed to Coca Cola
India (and Pepsi had to be renamed to Lehar Pepsi). However, the most controversial, and by
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Recent Scenario
During recent times, Coca Cola India has faced its fair share of problems. On August 5 th
2003, The Centre for Science and Environment (CSE), an activist group in India focused on
environmental sustainability issues (specifically the effects of industrialization and economic
growth) issued a press release stating: "12 major cold drink brands sold in and around Delhi
contain a deadly cocktail of pesticide residues". According to tests conducted by the Pollution
Monitoring Laboratory (PML) of the CSE from April to August, three samples of twelve
PepsiCo and Coca-Cola brands from across the city were found to contain pesticide residues
surpassing global standards by 30-36 times.
This had an adverse impact on the sales of Coca Cola, with a drop of almost 30-40%1 in only
two weeks on the heels of a 75% five-year growth trajectory. Many leading clubs, retailers,
restaurants, and college campuses across the country had stopped selling Coca-Cola. This
threatened the newly achieved leadership attained over Pepsi due to a successful marketing
campaign.
But this was not the end of Coca Colas troubles. There was widespread discontent around
many of their plants. For example, in Plachimada, Kerala, the communities in and around the
Coca Cola plant blamed the factory for their water problems. Due to this, the local Panchayat
decided not to renew the license issued to Coca Cola to protect public interest". The
company has also been accused of illegally occupying a portion of the village property
resources in Mehdiganj, near Varanasi. However, there are certain positives as well, with a 22
percent increase in its unit case volume last quarter.
Economic Analysis:
The Indian economy sustained the global economic slowdown in the previous year and has
shown a tremendous economic growth. It showed 8.6% of growth in the last quarter of 200910 as compared to 5.8% same time in the previous year. It has emerged as an attractive
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Economic growth
India is ranked second in economic growth, just behind China. Analysts have said that India
will be the third biggest economy of the world in the coming year behind China and USA.
With economic growth many opportunities have been seen, which have attracted many
foreign investor to the company.
Coca cola India returned to the country in 1993, despite few problems in the start they have
emerged as the king of soft drink industry in India. The strong economic growth of India has
resulted in coca cola to invest heavily in sales and distributive channels. It has introduced two
new products, Nimbu Fresh and an energy drink Burn.
Coca cola registered 22% growth in their unit case volume in the second quarter (April-June).
It is the 16th consecutive quarter of such growth out of which 13 are double digit. Coca cola
Indias growth is in contrast to its overall performance, the beverage king reported a growth
of just 5% (worldwide) in the same quarter.
Inflationary effects
Inflation is one of the main problems that Indian economy has been facing for a year now.
Rising prices in the food and other products doesnt only effect the consumers it also has an
adverse effect on a company. The inflation rate for the year 2009 was recorded to be 11.49%.
As prices have gone up in India for various products, especially oil, there has been
uncertainty in decision making of almost every company. Coca cola India has also been
affected by the same; it has been forced to think about their input costs, as they have been
rising due to inflation. Their expenditure has been rising, with more costs in salaries,
distribution channels and other operating costs. Beverage industry being price competitive
market, they have not revised their product prices.
Exchange rate
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Social Analysis:
Coca- Cola returned to India in 1993 after a 16 year hiatus, amidst competition from Leher
Pepsi which had the advantage of entering the country 7 years earlier. Initially, it struggled to
find acceptance as there were already other brands such as Parles Thums Up which existed in
the market. Coca-Cola had earlier focussed more on the American way of life in their
advertising campaigns, which the Indian consumers could not identify with. Also, they did
not focus on competition from other alternatives such as lemonade, Lassi etc.
These products had been around for centuries, and were also cheaper alternatives to CocaCola. However, things were brought under control when Thums Up was bought over by Coca
Cola, and more attention was paid by the company on their marketing mix.
With the lowering of their prices by almost 15-20%, introduction of newer products which
appealed to the Indian tastes, more investment in market research and focussing on the target
group of 18-24 year olds, they were able to increase their market share and build brand
loyalty.
Coca Cola today, has made significant investments to build its business in India. It has also
generated employment for almost 1,25,000 people in related industry through its
procurement, supply and distribution cycles.
The soft drink industry today is growing steadily due to the booming economy, strengthened
middle class and low per capita consumption. With the increase in health consciousness
among the urban consumers, the company has introduced newer products such as Diet Coke,
which contain lesser calories than ordinary Coca Cola. This is also responsible for the
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Technological Analysis:
Coca-Cola has started operations of its R&D facility in India, with the view of localizing its
product portfolio. The major focus would be on non carbonated drinks and flavours. The
companys R&D team has already rolled out drinks such as Maaza aam panna and also a
Maaza mango milk drink, and is exploring options to enter new categories in India such as
juices in localised flavours, energy drinks, sports drinks and flavoured water. These initiatives
are being taken by the company to further expand their product portfolio.
With the increasing importance of 360 degree media tools and overall ad spend on social
media sets likely to grow by almost 44%, Coca-Cola has increased ad spend on the internet.
Case in point is the recent 2009 Sprite campaign, which was first launched on the internet.
Environmental Analysis:
Coca Cola has earned a title of environment friendly company and Coca Cola India too has
followed in the footsteps. Coca Cola Indias Corporate Social Responsibility (CSR), is an
initiative that prioritizes many social and environmental issues; one of them being water
conservation. They support many community based rainwater harvesting projects and help
lending conservation education.
The company has made sure that the following ideas are considered during their operations:
1. Environmental due diligence before acquiring land
2. Environmental impact assessment before commencing project
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Legal Analysis:
As the Indian consumer is getting more educated, the government is also paying special
attention to consumer laws. In the past, there were not so many laws protecting the benefits to
the consumer but now every business has to go by the law and fix their operations, strategies
so as to satisfy their consumers, and employees. Keeping in mind the consumer laws,
employment laws, antitrust law, discrimination laws etc. a business should plan out
everything.
Consumer Laws
In the present scenario, consumer is the king, if a product is defective, not meeting the stated
standards a consumer can complain against the manufacturer. Complaining and getting the
verdict the court has made very fast and efficient as government of India has installed new
consumers courts. Their main job is to see that the consumer benefits are being met or not.
When producing their beverages, Coca Cola India has to make sure that they have written
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The Solvent Extracted Oil, De oiled Meal, and Edible Flour (Control) Order, 1967.
From now on, the act establishes a regulatory body, the Food Safety and Standards Authority
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Anti-trust law
The Competition Commission of India was made under the Indian Competition Act 2002,
Monopolies Restrictive and Trade Practices Act 1969 was replaced by it. This committee
looks after all the issues regarding unethical means of doing business, competition issues and
any dispute between two different business entities. CLG competition and anti trust practices
are as follows:
Legal Advice and sophisticated insight into the international best practices on
competition law.
All these laws help Coca Cola India to maintain its own brand and values. Any other business
trying to copy the brand of coca cola will face the strict action against itself. These laws help
every business to compete in a fair environment. As it is known that the coca cola and Pepsi
are the fiercest rivals in the beverage industry, the CCI makes sure that either of them does
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S
W
O
T
A
N
A
L
Y
S
I
S
I T
I E
STRENGTHES:
DISTRIBUTION NETWORK
The Company has a strong and reliable distribution network. The network is formed on the
basis of the time of consumption and the amount of sale yielded by a particular customer in
one transaction. It has a distribution network consisting of a number of efficient salesmen,
700,000 retail outlets and 8000 distributors. The distribution fleet includes different modes of
distribution, from 10 tonne to open bay three wheelers that can navigate the narrow alleyways
of Indian cities constantly keep Coca-Cola brands available in every nook and corner of the
Countrys remotest areas.
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People.
Planet.
Portfolio.
Partners.
Performance.
WEAKNESSES:
HEALTH CARE ISSUES
In India, there exists a major controversy concerning pesticides and other harmful chemicals
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OPPORTUNITIES:
LARGE DOMESTIC MARKETS
The domestic market for the products of the Company is very high as compared to any other
soft drink manufacturer. Coca-Cola India claims a 58 per cent share of the soft drinks market;
this includes a 42 per cent share of the cola market.
Other products account for 16 per cent market share, chiefly led by Limca. The company
appointed 50,000 new outlets in the first two months of this year, as part of its plans to cover
one lakh outlets for the coming summer season and this also covered 3,500 new villages. In
Bangalore, Coca-Cola amounts for 74% of the beverage market.
EXPORT POTENTIAL
The Company can come up with new products which are not manufactured abroad, like
Maaza etc and export them to foreign nations. It can come up with strategies to eliminate
apprehension from the minds of the people towards the Coke products produced in India so
that there will be a considerable amount of exports and it is yet another opportunity to
broaden future prospects and cater to the global markets rather than just domestic market.
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THREATS:
IMPORTS
As India is developing at a fast pace, the per capita income has increased over the years and a
majority of the people are educated, the export levels have gone high. People understand
trade to a large extent and the demand for foreign goods has increased over the years.
If consumers shift onto imported beverages rather than have beverages manufactured within
the country, it could pose a threat to the Indian beverage industry as a whole in turn affecting
the sales of the Company.
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4.
RESEARCH
METHODOLOGY
The main objective of the project is to analyze and study in efficient way the current
position of Coca- Cola Company.
To perform PESTLE and SWOT analysis of Coca-cola globally as well as locally.
This would help us identify areas of potential growth.
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SCOPE OF THE STUDY:This study basically tries to discover the current position of Coca-cola in the market. It
also tries to discover the preferences of the customers when posed with a choice between
Coca-Cola and Pepsi. It is primarily directed to the general public but was done only in
New Delhi, Noida and Greater Noida
RESEARCH DESIGN
A research design is the specification of methods and procedures for acquiring the needed
information. It is overall operational pattern or framework of the project that stipulates what
information is to be collected from which source by what procedure.
There are three types of objectives in a marketing research project:
Exploratory Research.
Descriptive Research.
Casual Research.
1. Exploratory Research:The objective of exploratory research is to gather preliminary information that will help
define problems and suggest hypothesis.
2. Descriptive Research:The objective of descriptive research is to describe things, such as the market potential for
a product or the demographics and attitudes of consumers who buy the product.
3. Casual Research:-
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Based on the above definitions it can be established that this study is a Descriptive Research
as the attitudes of the customers who buy the products have been stated. Through this study
we are trying to analyze the various factors that may be responsible for the preference of
Coca-Cola products.
SOURCES OF DATA
The data has been collected from both primary as well as secondary sources.
SECONDARY DATA:It is defined as the data collected earlier for a purpose other than one currently being pursued.
As a researcher I have scanned lot of sources to get an access to secondary data which have
formed a reference base to compare the research findings. Secondary data in this study has
provided an insight and forms an outline for the core objectives established.
The various sources of secondary data used for this study are:
News papers.
Magazines.
Text books.
Marketing reports of the company.
Internet.
PRIMARY DATA:-
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Questionnaire.
Personal interview.
Tables.
Percentages.
Pie-charts.
Bar-charts.
Column charts.
SAMPLING DESIGN
An integral component of a research design is the sampling plan. Especially it addresses three
questions: Whom to survey (sample Unit), how many to survey (Sample Size) and how to
select them (sampling Procedure). Making the census study of the entire universe will be
impossible on the account of limitations of time and money. Hence sampling becomes
inevitable. A sample is only his portion of population. Properly done, sampling produces
representative data of the entire population.
SAMPLE SIZE:-
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SAMPLING TOOL:Questionnaire was used as a main tool for the collection of data, mainly because it gives the
chance for timely feedback from respondents. Moreover respondents feel free to disclose all
necessary detail while filling up a questionnaire. Respondents seeking any clarification can
easily be sorted out through tool.
Sampling Tools
Respondents
Number
Questionnaire
Customers
150
Personal Interview
Customers
27
Total
177
Table 1.7
FIELD WORK:The study was conducted in New Delhi, Noida and Greater Noida.
The questionnaires were given to the respondents to fill in order to get their feedback.
Questions were read out to the respondents and the answers were noted.
LIMITATIONS OF THE STUDY:The main purpose of this study is get idea about the preference of the customers towards
various Coca-Cola products. But there are certain factors which affects this study they are as
follow:
Since the sampling procedure was judgmental, the sample selected may not be true
representative of the population.
Economic and market conditions are very unpredictable (Present and future).
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5.
DATA ANALYSIS
Fig 2.4
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Male
63%
Female
Fig 2.5
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50-100
4%3%
100-150
150-200
81%
Above 200
Fig 2.7
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Fig 2.8
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Parties
Cinemas
Picnics
Festivals
0
20
40
60
80
100
120
Number of respondents
Fig 2.9
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20
10
0
Fig 2.10
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20
40
60
80
100
120
NO. OF RESPONDENTS
Fig 2.11
Fruit drinks
20%
Energy drinks
Alcoholic drinks
14%
27%
40%
Fig 2.12
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Quantity preference
90
80
70
60
50
40
30
Number of responses
20
10
0
Fig 2.13
QUANTITY PREFERENCE:
From Fig 2.13, we infer that about 47% of respondents prefer to purchase PET bottle of
Coca-Cola Products. About 27% prefer to purchase glass bottles, 19% prefer Can of 300ml
and only 8% prefer 1 & 2 litre bottles of Coca-Cola.
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Branding
Pepsi products
Coca-Cola products
20
40
60
80
100
120
NO. OF RESPONDENTS
Fig 2.14
Pricing
120
100
80
60
40
20
0
Coca-Cola products
Pepsi products
Fig 2.15
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Quality
140
120
100
80
60
40
20
0
Coca-Cola products
Pepsi products
Fig 2.16
TASTE
Pepsi products
Coca-Cola products
0
20
40
60
80
NO. OF RESPONDENTS
Fig 2.17
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100
120
140
Availability
Pepsi products
Coca-Cola products
Fig 2.18
Satisfaction
Pepsi products
Coca-Cola products
20
40
60
Fig 2.19
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80
100
120
140
6.
SUGGESTIONS
AND
CONCLUSION
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SUGGESTIONS
The suggestions made in this section are based on the market study conducted as part of
Coca-Cola India. The suggestions are arranged in order of priority, highest first.
Perform a detail demand survey at regular interval to know about the unique needs
and requirements of the customer.
The company should make hindrance free arrangement for its customers/retailers to
make any feedback or suggestions as and when they feel.
The company should focus to bring some more flavors like health drinks and other
low-calorie offerings. Coca-Cola India can also introduce some fruit based drinks, as
it has already entered the energy drink arena with Burn.
Coca-Colas distribution channel is mostly through retail. Whereas the competitors
also concentrates more on the multiplexes, pubs and restaurants. Coca-Cola should try
to increase their distribution in these areas.
The company must keep a watch on its primary competitors in market in order to be
able to compete with them.
The company should use new attractive system of word of mouth advertisement to
keep alive the general awareness in the whole market as a whole.
The company should be always in a position to receive continuous feedback and
suggestions from its customers/ consumers as well as from the market and try to
solve it without any delay to establish its own good credibility.
A strong watch should be kept on distributors so that the goodwill of the BRAND
doesnt get affected.
CONCLUSION
Though there were certain limitations in the study that was conducted. The sample allowed
for some conclusions to be drawn on the basis of analysis that was done on the data collected.
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BIBLIOGRAPHY
BOOKS:
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WEBSITES:
www.thecoca-colacompany.com
www.news.bbc.co.uk
www.india-server.com
www.magindia.com
www.coca-colaindia.com
www.wikiinvest.com
www.open2.net
OTHERS
Annual report of Coca-Cola 2008.
Annual report of Coca-Cola 2009.
ANNEXURE
QUESTIONNAIRE
NAME:
..............................................................................
GENDER:
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b) Female
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Coca-Cola Products
Pepsi Products
...............................................................................................................
Thank you!
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