A

CASE STUDY
ON
XYZ

Submitted in partial fulfillment of requirements for the award of Post

Graduate Diploma in Management
(PGDM – International Business) 2018-20

Submitted to : Submitted by :
Academics Jaice Jacob
IB1816114
jcjacob91@gmail.com
 DECLARATION

I, hereby declare that the following case study titled ‘XYZ’

with reference to Coca-Cola is an authentic work done by me for Balaji

Institute of International Business in partial fulfillment of requirements
of

POST GRADUATE DIPLOMA IN MANAGEMNET Program.

It is true to the best of my knowledge & belief.

This is to declare that all the work & time that has been indulged in
the completion of this Case Study are profound & honest efforts of mine.

DATE: SIGNATURE
JAICE JACOB
 TITLE PAGE
 DECLARATION
 TABLE OF CONTENT
 EXECUTIVE SUMMARY
 OVERVIEW
 INDUSTRY SCENARIO
 COMPETITORS & THEIR STRATEGIES
 PROBLEM STATEMENT
 ANALYSIS
 STATUS
 CASE SOLUTION/RECOMMENDATIONS
 ANNEXURES
 ACKNOWLEDGEMENT
 REFERENCES
 ACKNOWLEDGEMENT

The completion of this case study would not have been possible

without the kind support & help of many individuals. We would like to

extend our sincere thanks to all of them.

We are highly indebted to Mr. XYZ for their guidance & constant

supervision as well as for providing necessary information regarding the

case study & also for their support in completing of this case study.

We would like to express our gratitude towards our parents &

members of our families for their kind co-operation & encouragement

which help us in completion of this case study. Our thanks &

appreciation also go to the people who are directly or indirectly helped

us out in developing the case.

EXECUTIVE SUMMARY
 INTRODUCTION
FMCG is the fourth largest sector in the Indian economy. India’s household and personal care is the leading
segment, accounting for 50 per cent of the overall market. Healthcare (31 per cent) and food and beverages
(19 per cent) comes next in terms of market share. Growing awareness, easier access and changing lifestyles
have been the key growth drivers for the sector.
The number of online users in India is likely to cross 850 million by 2025. FMCG industry expected to
grow 12-13 per cent in fourth quarter FY19. Retail market in India is estimated to reach US$ 1.1 trillion by
2020, with modern trade expected to grow at 20 per cent - 25 per cent per annum, which is likely to boost
revenues of FMCG companies. In 2018, e-commerce segment contribution is projected to be around 1.3
per cent of the overall branded packaged FMCG sales. People are gracefully embracing Ayurveda products,
which has resulted in Patanjali being ranked as the most trusted FMCG brand in India.

Final consumption expenditure is set to increase

at a CAGR of 25.44 per cent from 2017-2021.
Final consumption expenditure is expected to
reach nearly US$ 3.6 trillion by 2020 from US$
1.82 trillionin2017. Rise in rural consumption to
drive the FMCG market. In FY18, Rural
consumption rose by 9.7 per cent. The rural
FMCG market in India is expected to grow to US$
220.00 billion by 2025 from US$ 23.63 billion in
FY18.

Favourable demographics and rise in income level to boost FMCG market. FMCG market in India is
expected to grow at a CAGR of 27.86 per cent and is expected to reach US$ 103.70 billion by 2020 from
US$ 52.75 billion in FY18. FMCG is the 4th largest sector in the Indian economy.

OVERVIEW
Indian Beverage, both alcoholic and otherwise, are as diverse as its people, influenced by the country’s vast
geography and the weather that comes with it. Hot summers demand thirst-quenching, refreshing drinks,
while chilly winters call for steaming hot cups of goodness. Every region tends to have its own eclectic set
of drinks suited for each season. These most likely contain a mix of spices and herbs, with blends concocted
with the health benefits of sourcing local ingredients in mind.
Consumer Price Index (CPI) of non-alcoholic beverages across urban and rural India as of June
2019,

ORGANISATION HISTORY
The Coca-Cola Company re-entered India through its wholly owned subsidiary, Coca-Cola India Private
Limited and re-launched Coca-Cola in 1993 after the opening up of the Indian economy to foreign
investments in 1991. Since then its operations have grown rapidly through a model that supports bottling
operations, both company owned as well as locally owned and includes over 7,000 Indian distributors and
more than 2.2 million retailers. Today, the brands are leading brands in most beverage segments. The Coca-
Cola Company's brands in India include Coca-Cola, Fanta Orange, Limca, Sprite, Thumps Up, Burn,
Kinley, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh and the Georgia Gold range of teas
and coffees and Vitingo (a beverage fortified with micro-nutrients
Coca-Cola is India’s largest beverage maker and is estimated to have around 40% share of the country’s
branded beverages market. For Coca-Cola overall, India is currently the sixth-largest market after the U.S.,
Mexico, Japan, Brazil and China. While Quincey’s mandate to his India team — led by T. Krishnakumar,
president Coca-Cola India and Southwest Asia — is to move India one notch up in the foreseeable future,
his long-term vision is for India to be among the company’s top three markets globally.
In the past 15 years, the contribution of carbonated drinks to Coca-Cola’s global revenues has declined
from 90% to 70%. By 2025-2030, this is expected to reduce further to 50%. In India, however, carbonated
drinks continue to account for a large chunk of the firm’s sales
Coke's success in India's vast, rural market is a lesson on how to grow an untapped market. It is also an
indication that if a MNC does its homework well and gets its distribution mix right, then it need not restrict
itself to India's urban middle class. The bottom end of the pyramid, is a huge opportunity as well.
Breaking into this market required innovative thinking and a new strategy. To reach out to rural India, Coke
started out by drawing up a hit list of high potential villages from various districts. It had to contend with
reaching out to 627,000 villages spread over 3,287,263 square km/s, and getting distributors to travel 200
kilometres to reach five shops with drop sizes of less than a case.
Low penetration of conventional media forced it to concentrate on alternative options like 47,000 haats
(weekly markets) & 25,000 melas (fairs) held annually in various parts of the country. It had to deal with
fluctuating purchasing patterns due to daily wage earnings, and spikes in sales during festivals, the wedding
season and during post-harvest. Yet, Coke now claims that 80 per cent of its new drinkers come from rural
India, where per capita consumption has nearly doubled between 2002 and mid-2003.
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SWOT
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STATUS
CASE SOLUTION
ANNEXURES