FUNCTIONAL MANAGEMENT PROJECT ON

THE STRATEGY OF COCA-COLA COMPANY IN INDIA

SUBMITTED IN
PARTIAL FULFILLMENT OF THE AWARD OF THE DEGREE OF
MASTERS OF MANAGEMENT STUDIES
UNDER UNIVERSITY OF MUMBAI

SUBMITTED BY
ARJUN SINGH CHANDEL
ROLL NO. 06

UNDER THE GUIDANCE OF

Prof. SUSHIL PARE

2016-2018
THAKUR INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

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 CERTIFICATE

This is to certify that project titled “THE STRATEGY OF COCA-COLA COMPANY IN

INDIA ” is successfully completed by Mr.ARJUNSINGH CHANDEL during the 4th
semester, in partial fulfillment of the Master’s Degree in Management Studies recognized by
the University of Mumbai for the academic year 2016-18 through Thakur Institute of
Management Studies and Research. This project work is original and not submitted earlier for
the award of any degree/diploma or associateship of any other University/Institution.

Name:

Date: (Signature of the Guide)

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 ACKNOWLEDGEMENT

I am indebted to Prof. Dr. Ramkumar Ambatipudi, Director of Thakur Institute of

Management Studies and Research for providing an opportunity of preparing “THE
STRATEGY OF COCA-COLA COMPANY IN INDIA ” and allowing us to use
theresources of the institution during this project.

I am extremely thankful to our Project Guide Prof. SUSHIL PARE for her precious guidance
regarding the preparation format of the project report. Her guidance has proved to be very
useful and without it the preparation of this report might not had been possible.

I am also thankful to the other faculty members of Thakur Institute of Management Studies
And Research for extending their valuable support for this project.

(ARJUN SINGH CHANDEL)

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 DECLARATION

I hereby declare that the project report entitled, “THE STRATEGY OF COCA-COLA
COMPANY IN INDIA” submitted to Thakur Institute of Management Studies & Research,
Mumbai, is a record of the original work done by me under the guidance of Prof. SUSHIL
PARE , and this project work is submitted in fulfillment of the requirements for the degree
of Masters in Management Studies. The results embodied in this study have not been
submitted to any other Institute or University for the award of any other degree or diploma.

Signature of the candidate

(Arjun Singh Chandel)

PREFACE

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 As a part of the MMS curriculum and in order to gain practical knowledge in the field of
management, we required to make a report on “THE STRATEGY OF COCA-COLA
COMPANY IN INDIA” The Basic Objective behind doing this project report is to get
knowledge tool of different tool of marketing.

In this project report we have included various concepts, techniques used regarding customer
to known about the Coco-Cola Company.

Doing this Project report helped us to enhance our knowledge regarding the work in to the
consumer toward Product we doing undergo many experiences related with our topic
concepts. Through this report we come to known about importance of team work and role of
devotion towards the work., whose perspectives have encouraged me to incorporate a
different dimension to the project. His assistance and support was instrumental in completion
of this project.

Finally, I would like to thank the members of my family and all my friends for their support
and encouragement.

Executive Summary

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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.

Through this project our main focus would be the strategy the Coca-Cola
Company follows in order to sustain such a diverse market India has.

We will also focus on the FDI strategies India followed in respect of the ventures made by
international product line and management of the same with continuous success and
prosperity.

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 analyse the market of Coca-Cola
i.e. we have performed Competitive SWOT analysis of Coca-Cola Company and SWOT
analysis of Coca-Cola India in order to identify areas of potential growth for Coca-Cola. We
have also given a brief description of Trends and Forces that are affecting Coca-Cola
Company globally.

The main objective of this project report is to analyse and study the Venture of Coca-
Company Twice and its efficient way of managing the current position of Coca- Cola
Company. The study also aims to perform Market Analysis of Coca-Cola Company & find
out different factors effecting the growth of Coca-Cola. Another objective of the study was to
perform Competitive analysis between Coca-Cola and its competitors. Apart from these
objectives this study is also conducted to understand the Customer preferences towards
various Cola-Cola Products.

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 TABLE OF CONTENT

Sr. No. Particulars Page No.

Chapter I- Introduction
1.1 Company Profile 08
1.2 Objectives 10
Chapter II- Conceptual Data
2.1 History O Coca-Cola In India 11
2.2 Products 12
Chapter III- Collection Of Data & Analysis
3.1 Research Methodology 14
3.2 Marketing Mix 18
3.3 Brand Building Strategy 30
3.4 Strategies Of Innovation 32
Chapter IV-Case Study
4.1 Coca-Cola & Pepsi Learn To Compete In India 35
4.2 Result 42
4.3 Operating Environment 43
4.4 Strategies Used 47
Chapter V-Conclusion 48
Chapter VI-Appendix
6.1 Annexure- Questionnaire 49
6.2 Bibliography & Webliography 51

1.1 Company Profile

The Coca-Cola Company was first settled in 1886 by Dr John Styth Pemberton. Today, the
organization is the world's driving maker in the drink business, and spotlights predominantly on non-
mixed refreshment showcase. The organization is working all inclusive in excess of 200 nations with
its head office situated in Atlanta, USA, with the assistance of straightforwardly controlled backups,
associations and diversifying, consequently making it a really worldwide organization . It delivers in
excess of 800 refreshment brands and more than 1.7 billion beverages are devoured every day around
the globe. It is presently the most perceived trademark on the planet, with 94% acknowledgment.

Mission
“The Coca-Cola Company exists to benefit and refresh everyone who is touched by our
business.”

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In 1923, Robert woodruff, former chairman of the Coca-Cola Company stated that Coca-Cola
should always be “within an arm’s reach of desire”. This mission has continued to drive the
company’s marketing strategy, enabling Coca-Cola to build a strong global presence in a world
in which citizens on all continents are seeking to purchase leading brands. Their mission is to:
 To refresh the world.
 Inspire moments of optimism and happiness.
 To create value and make a difference.

Vision
The Company’s vision serves as the framework for their roadmap and guides every aspect of
their business by describing what they 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.

1.2 Objectives
1. To understand the successful Re-entry Strategy.

2. To learn how to balance Pricing Strategy and still being one of the most Affordable
drink even in Rural India.

3. To Analyse the Innovative Marketing and Advertising Strategies.

4. To know the actual Benefit gained by Indian government over this large sellable
products and its contribution to Economy of India.

5. To adapt successful distribution Strategy and apply the same to reach even Rural Mass
of our country which has maximum Rural Mass

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 Conceptual Data

2.1 History Of Coca-Cola In India.

Coca-Cola Came to India in the year 1956. Since India had no remote trade act, Coca-Cola profited
working under 100% outside value. Indian Foreign trade act was executed in the year 1974 amid Indra
Gandhi time. The remote trade act expressed that outside organizations offering purchaser products
must put 40% of its value stake in India in its Indian partners. Cola-Cola concurred with contributing
40% remote value however expressed that they would in any case hold full power in specialized and
authoritative units with no neighborhood investment permitted. This request was against the outside
trade act. The administration taught Coca-Cola to either review another arrangement or to leave the
nation. In 1976 Indira Gandhi called for decisions and the majority of the other political gatherings
framed one gathering in her resistance. They called themselves the Janta Party (Public Party). The

9
 Janata Party came into the power in 1977 and focused on that Coca-Cola ought to either acknowledge
the remote trade act or leave the nation. Coke India left that year. After the flight of Coke organization
from India, George Fernandez said:-

"Coke had 100% value in India. Their speculation was very little. They came into the nation with
Rs.6,00,000/ - which at the present rate of trade is under $20,000/ - . On this Rs.6,00,000/ - venture,
they had removed from the nation, by a humble gauge, 250 million rupees (about $ 8 Million) as
benefit in the twenty years they had been in the nation. In 1993 Coca-Cola re-entered after
government endorsement, because of the new progression arrangements that were coming to India.
The outside trade act which had once kept organizations from keeping excessively value had now
been totally changed. The change made it so organizations which surpassed remote value by 40% of
the aggregate were to be dealt with keeping pace with Indian organizations. Programmed endorsement
was to be conceded for value speculation of uo to 51% and outside innovation assention in high need
businesses. Non-Indian inhabitants and organizations possessed by them abroad were permitted to
contribute up to (100%) value in high need enterprises, permitting more prominent flexibility for
repatriation of capital. In 1999, Coca-Cola purchased Parle, India's best soda pop brand, which
restrained Thums, Limca and Gold Spot. Before Coke and Pepsi re-entered India, in excess of 50
Indian soda pop brands had been created and 200 generation plants set up. As time go after Coke and
Pepsi entered India, individuals saw the dynamic vanishing on indigenous beverages and the interest
for more beneficial beverages brought down too.

2.2 Product

The Coca-Cola equation is The Coca-Cola Company's mystery

formula for Coca-Cola. As an exposure promoting procedure
began by Robert W. Woodruff, the organization shows the
equation as a standout amongst the most firmly held
competitive innovations ever and just a couple of workers
know or approach it. This Coca-Cola equation gives off an impression of being the first recipe to
Coca-Cola. It is from the book 'For God, Country and Coca-Cola'.

The organization has progressed significantly since its beginning in 1886. Around then its item was
just a cola drink, its lead drink Coke as we probably am aware it today. From that point forward, the
organization has gained immense ground and now it is a multinational and not constrained to one item
as it were. During that time they have imagined and presented numerous items other than their
fundamental cola drink. There are diverse brands of the Coca-Cola Company, which are right now
being used all through the world. The organization bargains in the carbonated beverages as well as
different beverages.

The company has products in various categories which can be broadly classified as follows-

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 Coca-Cola
Products

All Drink
Forms

Carbonated Sports Juices and Bought

Tea & Coffee Water
Soft Drinks Drinks Juice Drinks Stakes of:

 Carbonated soft drinks such as Coke, Fanta, Sprite, Diet Coke, etc.
 Sports Drinks like Aquactive, Aquana, Powerade, Sport Plus, etc.
 Juices and Juice Drinks - Jolly Juice, Maaza, Minute Maid, Sunfill, Vita, etc.
 Tea and Coffee – Nestea, Georgia, etc.
 Water - Dasani, Kinley, etc.

The dedication of the organization is to commit assets to just in business sectors where it
expects gainful development. This technique has paid profits. The organization has
effectively connected its way to deal with brands in a few key markets, including
Mexico, Japan, Russia and India. Among the soda pops Fanta and Sprite wind up fruitful
alongside the real brand Coca-Cola and Diet Coke. While propelling its item, the
promoting group considers the way of life of the nation in which they are propelling the
item. In key markets, the organization has made new bundling sizes to fulfill customer
requests.

For e.g., Mexican families eat together at home. The normal Mexican family unit drinks
more than two liters or a greater amount of soda pops amid that break, while a two-liter
container was the biggest accessible bundle. Along these lines, in 2001, the organization
presented a helpful 2½ liter jug to choose districts, adding to the offer of almost 1.5
billion unit instances of Coca-Cola in Mexico that year.

In the United States, perceiving that customers regularly make the most of their eating
routine Coke with a cut of lemon, the organization "packaged" the idea. The outcome —
eat less carbs Coke with lemon which added to volume development of 4 for each penny
for the main eating routine drink. The organization likewise builds its two biggest jug
sizes amid the Christmas season, and celebration bundling causes it drive a 6 for every
penny volume increment for Coca-Cola. The bundling developments don't simply

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 include resizing. The organization has likewise reacted to shoppers' changing design
styles with new jugs.

India remains a key market for the organization. It is where it keeps on contributing over
its current portfolio. Up until now, Coca-Cola has put over US$1 billion in India and
yearly, it spends a few crores of rupees in India. The open door is enormous and through
research and trials, it is attempting to convey what the buyer needs. Their portfolio in the
nation incorporates Coke, Thums up, Sprite, Fanta, and Mazaa and so on. As of late, the
organization propelled Maaza Milky Delight, which is a consequence of shopper needs.
A great deal of speculation goes behind such activities in regions of shimmering
refreshments and organic product juices. To the extent bundling is concerned, the
organization offers its soda pops in various kinds of containers like glass jugs and plastic
jugs and in various amounts running from 200 ml to 2.5 liters.

Collection Of Data & Analysis

3.1 Research Methodology

Step 1:
Program
Planning

Step 6:
Step 2: Survey
Consultation
Development
& Review

Research
Methodology

Step 5: 12 Step 3: Survey

Reporting Deployment
 Analysis

Research Methodology Includes Following Steps to reach Primary &

Secondary Data:

 Step 1: Research Strategy Meeting.

 Step 2: Survey Design, Construction & Testing.
 Step 3: Survey Deployment.
 Step 4: Data Analysis.
 Step 5: Reporting.

Research
Methodology

Secondary
Primary Data
Data

Company's Strong
Questionnaire Questionnaire
Official Wikipedia. Google Advertisement
to Customer. to Company.
Website. of Company.

Questionnaire for Customer & their Responses:

1. Do you drink Soft Drinks?

a. Yes
b. No
c. Sometimes

Responses: Major - a. Yes

2. How often do you have soft drinks per week?

a. Once a week
b. Twice a week
c. Thrice a week
d. Everyday

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 e. Rarely

Responses: Major - a. Once a Week.

3. What quantity do you usually prefer to buy?

a. 200-250 ml Glass Bottle
b. 300 ml Can
c. 500 ml Pet Bottle
d. 1 Litre
e. 2 Litre

Response: Major- 500 ml Pet Bottle

4. What
drink
Chart Title comes
to
6 your
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when
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oc

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drinks?

5. What do you feel about Coca-Cola product range?

a. Excellent
b. Good
c. Satisfactory
d. Below satisfactory
e. Bad

Response: Major - Good

6. What occasions do you prefer to buy Coca-Cola products?
a. Festivals
b. Picnics

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 c. Parties
d. Cinemas
e. Just like that

Response : Major - Festivals ( Here they meant Gatherings Too)

7. What is your most preferred channel for purchasing Coca-Cola products?
a. Super Markets
b. Retails
c. Vendor Machines
d. Pubs & Restaurants
e. Multiplexes

Response : Major - Retails ( Being Most Convenient and Available )

8. How much do you spend on Coca-Cola products per week in Rupees?

a. 15-50
b. 50-100
c. 100-150
d. 150 and Above

Response : Major - b. 50-100

9. What kind of products do you want Coca-Cola to introduce in Future in India?

a. Energy Drinks
b. Flavoured Sparkle Water.
c. Alcoholic Drinks.

Response : Major - b. Flavoured Sparkle Water.

10. What type of Coca-Cola product is your Favourite?

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 8

4
Column2

0
Carbonated Drinks Sport Drinks Juices Tea & Coffee

3.2 Marketing Mix

The 'Marketing Mix' is an arrangement of controllable, strategic promoting instruments
that cooperate to accomplish an organization's targets. The components of advertising
blend are the essential parts of a promoting plan. For the most part the four P's that
together contain the Marketing Mix are Product, Price, Place and Promotion.

• Product incorporates every one of the items that the organization makes and offers.

• Price infers how much the item will cost to the shopper.

• Place implies the physical area where the items will be sold.

• Promotion incorporates every one of the exercises which support offers of the item
like ads, deals advancements and reputation.

When promoting their items firms need to make a fruitful blend of -

• The right item

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• Sold at the correct cost

• In the correct place and

• Using the most reasonable advancement

Price

Because of the accessibility of wide range items the estimating is finished by the market
and geographic section. Each sub-brand of Coca-Cola has diverse evaluating procedure.
Their valuing procedure depends on the contenders evaluating, Pepsi is the immediate
contender to Coca-Cola. The refreshment showcase is said to be an oligopoly advertise
(couple of dealers and expansive purchasers), thus they frame into a cartel contract to
guarantee a shared adjust in evaluating between the venders.

Like any organization which has effectively persevered through an era of presence,
Coca-Cola has needed to remain enormously familiar with their evaluating procedure.
They have had the benefit of a commendable contender always driving them to be more
intelligent, speedier, and better. As indicated by the previous CEO of Pepsi Co, Roger
Enrico, "The more fruitful they are, the more honed we must be. In the event that the
Coca-Cola Company didn't exist, we'd appeal to God for somebody to design them."

Focused system was not new to Coca-Cola. As referenced in a HBR article, Coca-Cola
and Pepsi, both, used a low value procedure in the mid 1990s. In the wake of obliterating
the low value store brands, Coke repositioned itself as an "Exceptional" brand and after
that raise costs.

For a long time, Coca-Cola had the cola showcase cornered. Pepsi was a far off. No
undermining contender. Around then Coca-Cola has utilized the Penetration evaluating
procedure as a method for snatching an a dependable balance in the market and won a
piece of the pie. Its item entered the commercial center. When client unwaveringness
was built up, the Company was then ready to gradually raise the cost of its item.

17
However, as the market got increasingly lucrative, rivalry warmed up. Furthermore, it
was just in 1975, that the now scandalous 'Cola Wars' truly begin. From that point
forward there has been a wild and incredible estimating contention between Coca-Cola
and Pepsi items as each organization vies for client acknowledgment and fulfillment. Till
now it shows up as though Coke has come up to finish everything, in spite of the fact that
to increase long haul benefits Coke needed to forfeit here and now benefits where now
and again it either went under of just equaled the initial investment, yet as observed it has
been generally advantageous.

Coca-Cola initially utilized low-value methodology in the mid 1990s. In the wake of
obliterating the low value store brands, Coke repositioned itself as a "Top notch" brand
and afterward raise costs. They are staying with this methodology as it is working. They
are situating themselves as premium item to have fun throughout everyday life.

During the time Coca-Cola has settled on numerous evaluating choices yet one may state
that their definitive objective has dependably been to expand investor esteem. As cola
utilization diminished in the US cola organizations have come to understand the
undiscovered worldwide market.

In 2003, both Coke and Pepsi had a strong nearness in India and each had presented a
300mL jug. So as to snatch piece of the overall industry Pepsi started to drop costs (even
with summer drawing nearer, which was in opposition to approach in America).
Presently, Coca-Cola additionally chose to drop their costs somewhat, yet centered
around the diminished value purpose of their 200 ml compartment. It turned into the
primary organization to offer their item at Rs. 5 for 200 ml the variation. Coca-Cola
wanted to utilize the lower value point to infiltrate new urban areas that were particularly
value touchy. This was trailed by Pepsi, just to be pulled back later by both the
organizations as it hurt their benefit.

The organization offers motivating forces to retailers and other center men as free
examples and free discharge bottles. By this, the retailers and agents push their item in
the market. What's more, that is the reason Coca-Cola and its different items are seen
more in the market.

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Different Price in Different Seasons

Now and then the Coca-Cola Company changes their item costs as per the season.
Summer should be a decent season for refreshment industry in India. In this way, in
winter they lessen their costs to keep up their deals and benefit. Be that as it may,
typically they decrease the costs of their PET jugs or 1 litter glass bottle.

Position Support Pricing:

Coca-Cola has been doing constant spotlight on its cost related situated. With the
assistance of experience of throughout the years Coca-Cola has at long last risen with the
best advertising system of its chance and effectively keeping up its situation as
reasonable pleasure in Life.

PLACE

A great many people feel that Coca-Cola is a solitary substance controlling every one of
its capacities, yet it isn't . Coca-Cola is a kind of diversified task. The organization has its
central command in Atlanta and the general population there deal with the brand and
general Marketing , Product Development et cetera, yet then every nation has its own
particular bottler activities, they are by and large separate lawful substances. Numerous
containers are absolutely subject to Coca-Cola as they don't bottle whatever else.

Major Distribution Channels - In India, the Coca-Cola Company significantly makes

two kinds of distribution channels
1) Direct offering - In this sort of direct offering
Coca-Cola utilizes its own vehicle to supply their
items in various shop. They possess an armada of 450
or more trucks that convey the items to various
retailers the nation over. By giving this sort of
transport, the organization gains more benefit
essentially in view of nonattendance of agents and
other channel accomplices. This kind of a coordinated
circulation between Coca-Cola and different retailers
likewise enables Coca-Cola to deal with the stock

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 levels naturally. At whatever point the quantity of containers of Coca-Cola or any of its continues
lessening and comes beneath a predetermined utmost, a note would be sent to Coca-Cola for
securing new clumps in order to fill the racks. This sort of a coordinated Vendor Managed
Inventory is trailed by the organization in the greater part of the level 1 urban areas.

2) Indirect offering - This kind of offering is improved the

situation the littler shops where Coca-Cola items are sold. In this
kind of offering, there are different offices and wholesalers who
are associated with the dispersion chain that begins from the
maker and closures at the client. Since it is exceptionally
troublesome for the organization to have its own kin transport
the results of Coca-Cola to the different little shops crosswise
over urban areas, it utilizes offices and wholesalers to guarantee
the clients about the accessibility of Coca-Cola and its items. By
utilizing this sort of multi-level approach of conveyance Coca-
Cola may have diminished benefit, however the range of items
clients is high through this kind of multi-layer circulation
procedure when contrasted with the immediate offering
appropriation system.

Other Distribution Channels

These are a portion of the other conveyance channels utilized by Coca-Cola amid real celebrations or
occasions held crosswise over different urban areas in India –

1).Vending Machines or self-serving space machines are introduced in schools, business foundations,
railroad stations and so on to serve the clients by then of time.
2) Ho-Re-Ca Distribution channel which implies lodgings, eateries and bistros including fast food
eateries and cooking styles. Clients can specifically get the item through take away outlets from the
candy machines. Additionally Coca-Cola bottles in different sizes are accessible for the clients
including vast family packs.
3) Mobile Carts – Here automated and non-motorized trucks are accessible to the clients.
4) Fun and Entertainment Zones - The items are made accessible to the clients in huge numbers and
are one of the most astounding benefit creating instruments for the Coca-Cola organization as these
icy beverages go about as refreshments when the general population are worn out.

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Facilitating the product by infrastructure
For giving its items in a decent way, Coca-Cola gives different frameworks to keeping them in
little and medium retail shops.

• Visi Coolers

• Freezers

• Display racks

• Shelves for purge bottles

Distribution strategy in Rural India

With its substantial populace, low utilization and expanded obtaining energy of country
individuals, the rustic market spoke to a huge open door for entrance and a basic foundation for
showcase strength for Coca-Cola. The organization trusted that the principal brand to offer its
item here possess the rustic market. Thus, in the mid 2000s, Coca-Cola pursued that goal with a
complete technique in residential communities and rustic regions including 96% of the country's
population.

While setting up the system, it understood that the divert followed in the urban regions would
not be reasonable in the provincial regions as it would be exorbitant because of the long
separations to be secured. In this manner, Coca-Cola took after the producer supported discount
establishment framework and it culminated a special store network to oblige India's immense
country advertise.

Coca-Cola, which considered country

India as a future development driver
advanced a center point and talked
circulation model to achieve the
towns. Under this framework, stock is
transported from the packaging plants
to center points, and after that from
centers it is transported to spokes

21
which are arranged in residential areas. These spokes nourish the retailers taking into account
the request in provincial zones. To guarantee that the trucks convey full load from the
organization stop, it supplies twice seven days to expansive merchants, who goes about as
centers. These wholesalers delegate and supply once seven days to littler merchants in the
connecting territories. This takes into consideration bigger burdens to movement long
separations and littler burdens to movement short separations.

Coca-Cola changed its dispersion show as well as its vehicles utilized for transportation. To
defeat the nearness of tight streets in the rustic territories, the organization embraced every
conceivable mean of transport including auto rickshaws, cycles and pushcarts. In territories
where there were issues of power, Coca-Cola presented ease coolers and thermocol boxes rather
than iceboxes. It additionally furnished retailers with coolers that would enable the item to
remain chilled for 12 hours even without power.

The outcomes were solid. The organization accomplished 39% volume development in 2002
and the organization achieved earn back the original investment productivity in the district out
of the blue. The country showcase today represents 80% of new Coke consumers and 30% of its
volumes.

Promotion
Promotion is an indispensable part and a standout amongst the most essential components
prompting the accomplishment of an item. An advancement blend comprises of five
fundamental viewpoints every one of which is critical. These are publicizing, individual
offering, deals advancement, advertising and direct promoting. These parts of advancement help
in making mindfulness and assume a major part in convincing individuals to purchase the item
and separate it from the results of its rivals.

Advertising
Coca-Cola ads have verifiably centered around healthiness and sentimentality for adolescence.
The Company receives different promoting techniques to make an expanded request in the

22
market by partner with way of life and conduct and primarily focusing on esteem based
publicizing.

Coca-Cola promoting is frequently described as "family-accommodating", and regularly

depends on "charming" characters. The organization chiefly utilizes renowned identities to
promote its items. It has a not insignificant rundown of big names and games people that have
embraced its extensive variety of items.

Promoting has assumed a noteworthy part in the accomplishment of Coco-Cola items since its
first daily paper advertisement in 1886, which read "Coca-Cola Delicious! Reviving! Thrilling!
Animating!". Today, the organization contributes immense measures of cash to publicize its
items as it assumes a major part in customer purchasing conduct. It promotes essentially through
the TV and radio medium to trigger want as frequently and in however many courses as could
reasonably be expected.

In India, Coca-Cola utilizes huge names of Indian film industry and games saints to end up mark
promoters and brand envoys. Aamir Khan, Aishwariya Rai, Hritik Roshan, South Indian on-
screen character Vijay and Trisha, Gautam Gambhir and Sania Mirza are a portion of the well
known identities who have embraced a few or the other Coca-Cola item.

As the years progressed, Coca-Cola has utilized different trademarks that have turned out to be
vital. Trademarks, for example, 'Thanda matlab Coca-Cola', 'Piyo sir utha ke', and the current
'Coke is bliss' are significant as well as associated with the general population and helped the
offers of the items. These commercials have and keep on playing a vital part in the
accomplishment of Coca-Cola.

Sales Promotion
Coca-Cola utilizes both force and push procedures to advance its items.

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• Push Strategy – The organization utilizes its business power and exchange advancement
cash to initiate delegates to convey, advance, and pitch the item to end clients i.e., customers.
For instance, the organization gives free pet containers and other exchange plans to wholesalers,
office proprietors and retailers.

• Pull Strategy - The Company likewise pull system where it utilizes commercials and
advancements to influence clients to approach middle people for its items. Along these lines,
Coca-Cola prompts clients to arrange its items from the businesspeople. For instance, it utilizes
show racks, level racks, portable holders, and visi cooler brand strips.

Over the years Coca-Cola has utilized various limited time exercises to advance its items. The
accompanying are a portion of the special exercises received by Coca-Cola in the current years –

‘Sprite Kholega toh Milega’ initiative.

This activity was done amid

IPL season 2. The
organization had propelled
an uncommon release 'Sprite
Kolkata Knight Riders'
container with the symbol of
key players. Complimenting
this development, Sprite was
likewise revealing an
uncommon 'Kholega toh
Milega' computerized
activity with KKR and
Nokia. In the offers, clients simply need to drink Sprite and pay special mind to a one of a kind 9
digit code under the crown and SMS it to a predefined number. Fortunes proprietors would get a

24
rare chance to meet Shahrukh Khan and individuals from the KKR group. Moreover, clients
additionally get an opportunity to win a Nokia cell phone each hour. To make mindfulness about
this activity, the organization propelled a broad communications crusade highlighting Shahrukh
Khan, proprietor of the KKR group, which was broadcast on every driving channel crosswise
over India.

Limca ‘Laptop Ki Baarish’

Consumer Initiative.

The organization had reported the

dispatch of its creative Limca 'PC
ki baarish' buyer activity broadly.
As a major aspect of this novel
activity, a PC created fortunes draw
would give purchasers an
opportunity to win a 'HP Mini
Laptop;' consistently for the
following 45 days. This was
appropriate on every PET container
of Limca. As a major aspect of the under the crown activity, shoppers simply expected to SMS
the code to a telephone number and they had an opportunity to win a PC.

Coca-Cola GO RED

This was an activity where Coca-Cola 'GO-RED' groups went out in the city of Delhi amid the
late spring season to 'serve and revive' drivers, people on foot and bystander's and on the spot
served them with super cold Coca-Colas at marked down costs. This activity was upheld by
overwhelming FM declarations and it served well to advance the Coca-Cola industry.

Coca-Cola PET advancement

In 2008, the organization propelled a 1.5 liter PET form bottle focusing on housewives and
family homes. This jug took the spotlight and picked up energy with a battle advancing the
novel bundling and its various shopper benefits. This was offered as a cost off advancement.

25
 Coca-Cola and McDonalds

The two organizations propelled a joint 'we go

together' advancement to restore among buyers a
genuine feeling of fondness that both offer
comprehensively. The advancement was shown at all
McDonald's eateries alongside unique offers for coke
and fries.

Coca-Cola Cricket

Coca-
Cola consented to a sponsorship arrangement with
IPL groups of Kings XI Punjab. It created three
TV plugs and four tribute promotions with the
players of the group and ran them amid the cricket
matches. The offer 'Coca-Cola fortunate coupon
supper with Kings Xi Punjab' did well and
expanded the offers of the item

The organization additionally does sponsorships

with universities and school bistros, supporting their games occasions and other additional
curricular exercises for getting piece of the pie. It likewise turns out with plans and free offers
on their diverse items ordinarily in a year to initiate the clients to purchase their item.

Personal Selling

Individual offering is utilized once in a while by Coca-Cola. It might utilize individual offering
in an exceptionally negligible manner like if there should be an occurrence of vast stores,
lodgings and so forth. The business officer contacts the proprietors and offers the items by and
by to them.

26
Direct Marketing

Coca-Cola utilizes coordinate showcasing from various perspectives. To begin with, the
organization accomplices with different eateries, fast food focuses, motion picture theaters, and
so on to convey and advance its items. Along these lines, when a client arranges a drink, the
main brand they are offered is Coca-Cola, which compels them to purchase a drink from that
brand. By doing this, Coke powers out other rivalry, and keeps the eateries, or different
organizations, obtaining their items again and again. Coca-Cola has likewise started utilizing
portable promoting. Coke utilizes portable illustrations and writings to speak to business sectors
on a more individual level.

Public Relations

Coca-Cola handles advertising by including a

press fixate on its site. This enables customers
to see official statements, official discourses,
and proclamations made by the organization
with respect to current data. In these
announcements, Coca-Cola can address stories,
claims, bits of gossip, new items, and exercises.
There is likewise an area of the site gave to
speculators. Here, current, or future, speculators
can get to money related articulations and up-to-
the-minute stock data. The organization has likewise thought of an incredible advertising intend
to utilize online networking to pass on their perspectives on nature and the moves they are
making. It as of late embraced a crusade in regards to polar holds on for the WWF and has
begun to coordinate web-based social networking into their advertising CSR designs.

3.3 Brand Building Strategy

Brand advancement system of Coca-Cola has been expansive and has figured out how to stay in the
spotlight as far back as it turned into a most loved with the non-jazzed up consumers. It has been seen

27
that brand faithfulness is a critical factor in keeping up the main position. Throughout the years, Coca-
Cola has breezed through a few trial of brand upgrade and the organization makes it a point that the
items under the flag Coca-Cola keep on invading the brains of the purchasers. The brand
improvement procedure of Coca-Cola involved upgrading of its image advancement arrangements
and methods to stay aware of the evolving mentality of its shoppers. Prior, this brand had confidence
in the accompanying:

• Affordability

• Availability

• Acceptability

In any case, this brand advancement methodology of Coca-Cola was revised to weight on the
following:

• Price value

• Preference

• Pervasive entrance

The quintessence of brand working of the organization lies in the way that it needs its customer's
availability to be "inside an arm's span of want". While trying to manufacture its image personality,
upwards of 20 mark traits are tested consistently including upwards of 4000 clients. The brand
improvement procedure of Coca-Cola is powerful as it has possessed the capacity to build, oversee
and in addition keep up its image picture.

Another motivation behind why this brand has increased consistent acknowledgment all around the
world is because of the way that it has possessed the capacity to associate extremely well with its
purchasers. This infers mark dedication. Brand steadfastness has been instrumental in keeping up the
brand picture of Coca-Cola. It puts stock in spending the best with the goal that the purchasers are
held as a matter of course. A piece of the brand building method is likewise to improve "buy
recurrence". The organization has additionally put resources into different notice crusades frequently
captivating the administrations of superstars around the world. Notwithstanding the customers, there
is another classification of shoppers, who increment the purchaser base and they constitute the
gatherers of the brand. The authorities ordinarily enjoy gathering old and in addition up and coming
logos of Coca-Cola, bottles and scholarly issue. As to the brand improvement of Coca-Cola Zero, the

28
organization turned out with a notice, which was very unique in relation to the traditional ones. In
such manner, (no calorie drink), it has spent three kinds of items.

• Coca-Cola Classic

• Diet Coke

• Coca-Cola Zero

There are couple of specialists who trust that when Coca-Cola had the slogan of "The Real Thing", it
was extremely that however with the innovation of different classes of coke, the "genuine article"
changes to "numerous things", and the first flavor is typically lost. Subsequently, the brand building
techniques ought to be with the end goal that it doesn't befuddle individuals and can hold customers
regardless of the way that few new non-mixed refreshment firms are on the blacksmith's iron.

Brand Image

There could be not really any individual around the globe that hasn't heard the name Coca-Cola. As
far back as it starting as world's driving name in chilly beverages, Coca-Cola has made a solid brand
picture independent of age, sex and land areas. A huge number of individuals around the globe are
expending frosty beverages or soda pops as a component of their day by day supper. Coca-Cola, as far
back as its commencement has been the pioneer in soda pop market. Brand picture is the huge factor
influencing Coke's deal. Coca-Cola's image name is extremely outstanding everywhere throughout the
world. Bundling changes have likewise influenced deals and industry situating, however by and large,
people in general has tended not to be influenced by new items. Coca-Cola's packaging framework
additionally enables the organization to exploit vast development openings around the globe. This
methodology gives Coke the chance to benefit a huge geographic and differing region.

3.4 Strategies Of Innovation

Innovation in Their Products

Nutritiously Fortified

They keep on expanding their refreshment portfolio with a specific end goal to meet shoppers'
developing needs and inclinations. They as of now offer in excess of 3,300 drinks far and wide,
including nutritiously sustained items.

29
For example, they created Nutri Juice, an orange seasoned drink sustained with press, zinc, lysine and
vitamins An and C, to enable deliver to press inadequacy pallor and lack of healthy sustenance in kids
in the Philippines. Around 36,000 youngsters have profited from devouring this free item, which is
given to primary school kids amid the school year.

Their other strengthened items are Nurisha, Vitingo and Nuricier.

Innovation in their Packaging

Introducing PlantBottle

Renew. Reuse. Rejoice.

Produced using up to 30% plant-based material, PlantBottle bundling is a characteristic advance

toward the jug without bounds and is a 100% recyclable container like conventional PET plastic.

Other bundling news:

They thought of new eco-accommodating light weight bottle that is diminishing carbon emanations by
35% in China.

Innovation in our Marketing

Coca-Cola Japan's new water mark I LOHAS is helping purchasers add to ecological manageability
with another ultra-light "crushable" plastic container that weighs 40% not as much as consistent PET
bundling. The mark measure has been diminished to spare in materials and the water is sourced from
places near the plant to additionally lessen CO2 outflows from transportation.

The new item was propelled with an inventive promoting effort called CRUSH ECO that exhibits how
buyer decisions can influence carbon impression. At the point when the unfilled container is bent, it
ends up smashed like a cloth. It feels extraordinary to do it and is an unmistakable move customers
can make each time they complete a jug of I LOHAS. Settling on the decision to purchase, drink and
"pound" the new I LOHAS bundle is a simple way they can act to have any kind of effect.

The battle included a road workmanship venture that transformed the squashed jugs into
"craftsmanship" instead of trash. Figures and road establishments called "Destitute Animals in the
Concrete Jungle" featured the issue of natural surroundings decimation while exhibiting the
extraordinary crushable PET container. A narrative video was made to demonstrate that it is so natural
to squash and reuse the new bundling.

30
Pound ECO was granted an Asia Marketing Effectiveness (AME) Award for Best Integrated
Marketing Campaign for utilizing shoppers' expanding want to help understand natural issues. The
idea that shoppers can have a huge effect to the world they live in by basically changing their decision
in a water mark has upset the market and the way customers purchase water in Japan. Therefore, I
LOHAS turned into the No.1 mark in Japan in only a half year.

Innovation in the Marketplace

The foodservice business is an advancing world. Consistently new eatery ideas open, new things show
up on the menu, and new purchasers stroll through the entryway with their own individual needs and
desires. As the main refreshment provider for the foodservice business, our clients swing to us to give
the items, projects, bundling and promoting bolster that are tuned in to the regularly changing playing
field of foodservice.

Therefore, we've turned into an association where advancement is central to our prosperity. Through
advancement, we have helped, and will keep on helping, our clients keep up and develop their
organizations, particularly in indeterminate monetary circumstances. Some of these advancements
offer buyers more refreshment decisions; some take advantage of developing classifications like tea,
espresso and smoothies; and some give custom drinks and sustenance/drink pairings.

Let’s take a look at some current illustrations:

1. Their new Bevariety refreshment gadget enables customers to look over 12 brands and numerous
flavor shot choices, totalling in excess of 50 distinctive savor mixes, an indistinguishable impression
from the current heritage container.

2. Gold Peak assortment tea container is a self-benefit urn that offers four diverse tea flavors, offering
decision and assortment in the developing tea classification.

3. Juan Valdez caféREALE framework empowers foodservice administrators to serve hot, some
Colombian espresso on request (no fermenting required).

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 Case study

4.1 Coca-Cola and Pepsi Learn to Compete in India

Outline:

• Political environment

• Timing of entry

• Growth of market

• Global localization

• Coca-Cola’s mistakes

• Who has prospects?

• Lessons we learn

India's political condition:

 Principle of "indigenous accessibility"

 Difficult exchange approaches, tenets and controls
 Prohibited utilization of outside brand name in India
 Sales of soda pops focus to neighborhood bottlers couldn't surpass 25% offers of the
wander
 Required to process and circulate nearby products of the soil
 Market was small in its size

Could these impacts have been foreseen before entry?

Probably not on the grounds that venture leads in India were hazy and modifying amid the
1990s and execution of government rules was unpredictable.

32
Could advancements in the political field have been dealt with better by each
organization?

In request to evade a few confinements of Indian government Coca-Cola could run new
packaging plants as opposed to purchasing out Parle, and in this way wouldn't need to offer
49% of its value.

Early and late entry (1):

Pepsi (1986 – early section)

Advantages

Entered before Coca-Cola, got 26% piece of the overall industry by 2003

Easier to separate from neighborhood items

Disadvantages

Stricter directions – changed their name to Lehar Pepsi

Limitation of soda pop deals to 25% of aggregate deals by Gov.

Tough rivalry with neighborhood brands

No encounter, no past cases of (un)success

Early and late section (2):

Coca-Cola (1993 – late section)

Advantages

Bought 4 packaging plants from industry pioneer Parle

Acquired Parle's driving brands: Thumbs Up, Limca, Citra, and so on.

2 new pursuits with Parle to container and market creation

Disadvantages

Harder to build up piece of the pie with Pepsi nearness

No stipend for value purchase back

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Promotional Activities (1):

Pepsi

Pricing – Aggressive

Place – In and around Delhi and Mumbai

Promotion – sponsorship at Navratri, TV crusade utilizing games and famous people, deals
advancement

Product – diverse container estimate (200ml), wellspring deals, 3 tastes of Mirinda, Pepsi
Blue, shining water

Promotional Activities (2):

Coca-Cola

Price – Moderate, tremendous diminishments up to 15-25% out of 2003

Place – diverse target districts - India An and B

Promotion – occasions, way of life center, deals advancement

Product – Obtained 5 brands from Parle, water, smaller than usual measured jugs.

'Glocalisation' of Pepsi:

Pepsi shapes joint wander with two neighborhood accomplices

Pepsi Foods Ltd. progressed toward becoming "Lehar Pepsi"

Lehar 7UP was propelled keeping in mind the end goal to compare neighborhood tastes

Company's promoting was held amid the social celebration of Navrartri

Sponsorship of world popular Indian competitors, for example, cricket and soccer players.

34
'Glocalisation' of Coca-Cola:

Formed a joint wander with the local pioneer

Coca-Cola issued free goes to the festival in every one of its "Thums Up" bottles for the
social celebration of Navrartri

Company hung nearby exercises where individuals could win a free outing to Goa

Strategy of 'building an associate utilizing the applicable nearby figures of speech's

Company procured a few well known "Bollywood" performers to support their items

Coca-Cola India's Initial committed errors:

Enters Market at the Wrong Time

By entering as of now, Coca-Cola India consented to tolerate all the Foreign Investment
Laws of that year.

Coca-Cola India tries to grow venture

Government permitted obtaining just if Coca-Cola consented to offer 49% of value inside 2
years

Coca-Cola endeavored to get expansions twice

India conceded the main expansion, denied the second

Coca-Cola ought to have been more watchful with guarantees

Internationalism was not mainstream among individuals

Long haul prospects:

Pepsi

More piece of the overall industry (23.5% versus 16.5%)

Sold in more extensive area

More effective promoting

35
Coca-Cola

Trailing Pepsi with littler piece of the overall industry

Difficulties involved with government

Lessons from Indian experience:

Better assessment of political dangers and associations with government are required

Better timing of section. Organizations require more precise forecast of utilization rates

Beneficial to stay aware of rising patterns available

Key components of progress:

 availability (taking care of nearby demand by expanding creation locally);

 acceptability (building brand value);
 affordability (estimating higher than neighborhood brands, however adjusting to
nearby conditions).
 The heart of any battle isn't only the item however likewise the position it holds in
individuals' minds.

THE RED BECOMING MORE THICKER, But what turned out wrong?

Coca Cola entered the Indian market in 26th October,1993 following a gap of 16 years.

It obtained possession in the Parle Group which gave the Company moment proprietorship to
well known brands: Thumps Up, Goldspot, Limca, Maaza.

The bargain not just gave fabricating, packaging, and dispersion resources for coke yet in
addition solid shopper inclination.

Jayadev Raja, the ostentatious administration master , was made the main CEO of Coca cola
in India.

With access to 53 of Parle's plants and a well set packaging system, a phenomenal base for
quick presentation of the Company's International brands was framed.

36
The style of expert administration didn't coordinate with the nearby bottlers as Coke was not
ready to underwrite the notoriety of Thumps Up.

The organization changed its CEO four times amid the traverse of 7years.

The moderate pace of work in past Parle aggregate ended up being

Many packaging plants were little in estimate and were utilizing outdated innovation and
utilized second rate trucks for the transportation reason by the bottlers.

Raja was supplanted by Jack Nicholas in 1995 and he attempted to secure value stakes in the
Bottling plants.

The design exploded backward as the plants officially running on low benefits chose to join
Pepsi Inc

Coke neglected to benefit from being the official drink of World Cup 1996 as Pepsi brought
the tag "Nothing Official About It".

Nicholas was supplanted by Donald short, who put vigorously in securing 38 bottlers for
$700 million.

In next couple of months coke tripled its advertisement spending and moved to decentralize
the style of working.

Each packaging plant was relied upon to meet foreordained benefit, pieces of the overall
industry and deals volumes.

The approach didn't bring the normal outcomes and Coke got Alexander Von Behr.

Alexander Von Behr reitered coke's sense of duty regarding decentralization and
responsiveness.

Coca Cola India was separated into six districts each under a business head.

This move brought disdain among representatives bringing about huge numbers of them
leaving the Company.

But determined Coke proceeded with its changes by Cost cutting through moving its
administrators from Farm houses to littler houses and renegotiating renting understandings in
the Gurgaon Plant.

Discount rates were institutionalized and data framework redesigned.

37
Coke had incredible expectations in India as the nation with a tremendous populace and the
per capita utilization only 4 bottles every year.

For what reason did Coke change its CEOs so frequently?

•The request of the association changed not long after at some point and the present
CEO fizzled at accomplishing the income targets or not giving his full responsibility
regarding the work or did not demonstrate his enthusiasm for the association

•CEOs were doing quick changes to the association yet they didn't search for the
representatives intrigue which affected the specialists yield and brought about loss of
efficiency

•Nicholas subsequent to entering the association offered final proposal to the bottlers
either to offer their organizations ,bringing about packaging plants changing their
reliability to Pepsi.

•Coca Cola Company endeavored to get comes about promptly yet was impractical
because of the multifaceted nature of issues.

What different changes may be important to make Coke's activity productive in

India?

•To enable the bottlers to defeat their budgetary issues and increment net revenues
•Improve relations with the bottlers to so ready to do their work with full
responsibility and give better administrations to the organization.
•Launch more items in various classes to build client base.
•Promote built up brands like ThumpsUp and Limca to acquire piece of the overall
industry contrasted with Pepsi.
•Motivate their workers and acquire them match up with Company objectives.

38
4.2 Result
 In India, the Coca-Cola framework includes a completely claimed auxiliary of The Coca-
Cola Company to be specific Coca-Cola India Pvt. Ltd.

 Organization claimed packaging substance, to be specific, Hindustan Coca-Cola

Beverages Pvt. Ltd.

 The Coca-Cola Company has put almost USD 1.1 billion in its tasks in India since its
reentry once more into India in 1992.

 Coca-Cola framework in India straightforwardly utilizes more than 25,000 individuals

and in a roundabout way around 1,50,000 individuals in related ventures through its huge
acquisition, supply and dissemination framework.

In this way Came with New Strategies:

Coca Cola's new method of marketing:

Presently they are moving from :

 "Creative Excellence" to
 "Content Excellence"

Situational examination of coca cola:

 This part consider both the inner and outside effect on coca cola advertising
arranging.

 The full scale condition is dissected utilizing the PESTEL structure.

39
4.3 Operating Environment (Business Environment)

Micro
Environmnet

Busines
Environment

Macro
Environment

Micro-environment:

 The smaller scale condition can be investigated using porter’s five forces.
 These powers decides the engaging quality of frosty beverages industry.

 Threats of new entry.

• This has all the earmarks of being low in this industry as there is selectiveness of
ideal for coca cola to work in some geological areas.
• This is additionally capital concentrated and require gigantic venture. This fills in
as an obstruction to section.
• Brand faithfulness from clients fills in as a hindrance to section.
• Economy of scale and extension additionally fill in as an obstruction to passage.

 Threat of substitutes
• Fruits juices are close substitutes.
• For wellbeing concerns, numerous expend natural organic product juice.

 Bargaining power of suppliers

• This likewise has all the earmarks of being frail as providers' items (e.g. sugar) are
fundamental products and fixings.

40
 • Coca cola purchases in mass and rather has control over providers.

Bargaining power of customers (B2B)

 This appears to solid as clients are mostly substantial grocery stores and retailer. They
have the ability to bring cost down to diminish coca cola benefit.

 Competitive rivalry
• There are right now three noteworthy players in the driving rain drink industry.
• Coca cola
• Pepsi cola
• Cadbury Schweppes
• Coca cola has got overwhelming position.
• There are at present developing markets and specialties that can be abused so rivalry
isn't so sharp.

Internal environment:

• Men
o The accomplished representatives of coca cola will help in presenting the new
item.
• Money
o The new item improvement will require fund for creating and propelling it.
Coca cola is monetarily stable.
• Markets
o Coca cola has encounters to advertise the item to target clients, showcase exist
and can be come to.
 Make-ups
o The way of life impacts how coca cola thinks about this new thoughts and
conclusions. The way of life at coca cola empowers new thoughts for
development.

41
  Management
o Administration are experienced and fruitful in propelling new items.

 Machine
o Coca cola possess plant and hardware and franchisees.

 Materials
o Great association with providers.

Macro environment:

 Political Factors:
o Coca cola works all inclusive and their execution is affected by the political
strength and insecurity of these nations.

 Economic factors
o High swelling in any of the nations will make the cost of coca cola raise and
utilization of coca cola may fall.
 Social factors
o Purchasers in the distinctive nations will have diverse taste and discernment
about coca cola.
 Technological factors
o Coca cola has capable innovative work group who find new advancements to
enhance efficiency.
 Environmental
o Coca cola's activities brings about ecological impressions. They go for
diminishing them in their zones of tasks to pick up mark picture.
o Coca cola plant depends intensely on power for creation. They create elective
energy to diminish this dependence.

42
  Legal factors
o Coca cola is given the duplicate appropriate to work and is the main
organization that can deliver and offer coca cola in all nations.
o A few nations have laws directing how organizations should work and coca
cola is a well behaved corporate native.

Objectives of the coca cola organization:

 Changing our business models to center around our clients' esteem potential and
utilizing an esteem based division way to deal with catch the business' esteem
potential,
 Actualizing multi-division methodologies in our real markets to target particular
market groups isolated by utilization event, focused power and financial levels;
 Actualizing very much arranged item, bundling and valuing techniques through
various appropriation channels;
 Driving item development along our distinctive item classifications and
 Accomplishing the full working capability of our business models and procedures to
drive operational efficiencies all through our organization.

4.4 Strategy Used

 LOW COST-HIGH VOLUME STRATEGY

 Industry gauges for the January to September 2012 period show that the main 2 sodas
brands are from the Coca-Cola stable. In any case, mark Coke, the world's most devoured
soda, doesn't figure among those best 2.

• Coca-Cola is presently relying on the 'dinners' battle to increase volumes of its

worldwide leader cola, which mopes at No 4 in the pecking request. The best 2 are Thums
Up and lemon-lime seasoned Sprite, the two brands from the Coca-Cola India stable;
worldwide adversary PepsiCo is at No 3.

43
 • The cost of Coke focus has been deliberately kept lower than that of Thums Up to
goad packaging of the worldwide cola, affirms a best authority inside its packaging
business who did not have any desire to be named.

• This summer, the organization had dropped the cost of Coke in 200 ml returnable
glass containers to Rs 8 from Rs 10 in huge markets like Mumbai, Tamil Nadu, Gujarat
and Karnataka; the costs of other soda pops in the Coca-Cola stable were not tinkered
with.

• "Bringing the cost down to Rs 8 for glass bottles is unfruitful. Be that as it may, the
organization needs volume picks up for Coke, regardless of whether the packaging
business' benefits are traded off,"

• The drink creator has just said development quantities of just brand Coke. "In the
event that brand Coke does well, it is seen by central station as The Coca-Cola
Company is doing admirably... it thinks about investor estimation too,"

CONCLUSION

Coca-Cola has discovered a path in the hearts of numerous individuals. It is one of the
pioneers in supporting numerous essential occasions like cricket matches, shows and
other social events. Indeed, even at exhibit they are sorting out numerous occasions and
are getting these exercises together. It has dependably had a nearby client and provider
relationship and its brilliant and engaging notices keep on rocking the media even
following an era of presence. It has utilized various identities and sportspersons as
endorsers… .

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 So

Know the most recognized word on the planet after "OK"!

APPENDIX

6.1 Annexure- Questionnaire

1. Do you drink Soft Drinks?
d. Yes
e. No
f. Sometimes

45
2. How often do you have soft drinks per week?
f. Once a week
g. Twice a week
h. Thrice a week
i. Everyday
j. Rarely

3. What drink comes to your mind when you think of soft drinks?
a. Coca-Cola
b. Pepsi
c. Other products of Coca-Cola
d. Other drinks of Pepsi
e. Other drinks

4. What quantity do you usually prefer to buy?

f. 200-250 ml Glass Bottle
g. 300 ml Can
h. 500 ml Pet Bottle
i. 1 Litre
j. 2 Litre

5. What do you feel about Coca-Cola product range?

f. Excellent
g. Good
h. Satisfactory
i. Below satisfactory
j. Bad
6. What occasions do you prefer to buy Coca-Cola products?
f. Festivals
g. Picnics
h. Parties
i. Cinemas
j. Just like that

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 7. What is your most preferred channel for purchasing Coca-Cola products?
f. Super Markets
g. Retails
h. Vendor Machines
i. Pubs & Restaurants
j. Multiplexes

8. How much do you spend on Coca-Cola products per week in Rupees?

e. 15-50
f. 50-100
g. 100-150
h. 150 and Above

9. What kind of products do you want Coca-Cola to introduce in Future in India?

d. Energy Drinks
e. Flavoured Sparkle Water.
f. Alcoholic Drinks.

10. What type of Coca-Cola product is your Favourite?

a. Carbonated Drinks
b. Juices
c. Sport Drinks
d. Tea & Coffee

6.2 Bibliography
 Strategic Management Text Book
of M.Com Part I for Strategies Details.

 The Wall Street Journal

Issue Dated Friday, 13th July, 2013.

 Clean India Journal

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 For “Coca-Cola Pet Project”
Issue Dated 1st July, 2011.

 Marketing Management – Kotler Philip.

Webliography
 www.google.com
 www.wikipedia.com
 http://us.coca-cola.com/
 http://www.coca-colaindia.com/
 http://www.coca-colaindia.com/ourcompany/company_history.html

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