A SYNOPSIS ON

“A STUDY OF MARKETING STRATERGIES OF COCA-

COLA”
A Project Submitted in Partial fulfilment
For
THE DEGREE OF

BACHLER OF BUISNESS ADMINISTRATION

In
Faculty of Commerce & Management
Rashtrasant Tukdoji Maharaj Nagpur University, Nagpur
Specialization in Marketing Management
Submitted By
SUNIL KUMAR
Under Guidance of
DR. APARNA AMBEKAR

DEPARTMENT OF COMMERCE AND MANAGEMENT

SANTAJI MAHAVIDYALAYA, WARDHA ROAD, NAGPUR

ACADEMIC YEAR – 2021-2022

EXECUTIVE SUMMARY
 INTRODUCTION
Coca-Cola developed a new technique of sales promotion. This new technique is known as
RED concept. In this concept the marketer concentrates and activates the outlets by RED
Norms. In this technique the marketer considers mainly these three points (i) VISICOOLER (ii)
AVAILABILITY (iii) ACTIVATION. Coca-Coal is also a biggest soft drink producing company. If
the channel system will be wrong the soft drink will not reach to customers on time and at
actual rate. If there is a suitable link to the customer will get the foods, in time and it will kill
the scope of black marketing.

COMPANY PROFILE
Coca-Cola began to lay plans to seek government approval for its entry over the objections of
both domestic soft drink companies and anti-multinational legislators. Coca-Cola saw the
solution to lie in making an offer that the Indian government would find hard to refuse.
CocaCola offered to help India export some of its agricultural product in a volume that would
more than cover the cost of importing soft drink concentrate. Coca-Cola also promised to focus
considerable selling effort on rural areas to help there economic development. Coca-Cola
offered to transfer food processing, packaging and water treatment technology to India.
Clearly, CocaCola strategy was to bundle a set of benefits that would win the support of various
interest groups in India

A soft drink is a non-alcoholic beverage. It is artificially flavoured contains no fruit juice or pulp.
The first brand soft drink Gold Spot launched 55 years ago. Empowering Coca-Cola entered the
country to dominate the scene, much later. The history of soft drink in India is quite old. Down
the ages people consumed soft drink to give them a refreshing feeling. It was mostly consumed
in first form of "Jal Jeera" lassi etc. Gold Spot is considered as first branded soft drink in India. It
was introduced in India in 1965.
 Pure drink was marketing Coca-Cola product till 1977. In 1988 when Late Sri Rajeev Gandhi
Govt. granted permission to multinational company to enter Indian market. Then on 4th March
1990, Pepsi enter and then in 1993 the Coca-Cola was launched in Agra again with a slogan of
"OLD WAVE HAVE COME AGAIN" joining the hand with Parle Export (Pvt.) Ltd. The Coca-Cola is
trying their best to regain prestige which it has before. Now a day most of the companies could
not compete with them and their product disappeared. In present only Coca-Cola and Pepsi
Food are giving tough competition to each other. Though the companies with Tetra pack are
also present in the market but they have less Marketing Share

OBJECTIVE

Objective of the study is to fill the gap between theoretical and practical aspect of the
Marketing Management. In this period student know how to apply the theoretical knowledge
in a practical life of Marketing Management. This study offers an opportunity to the student
of management to develop the required skill and in sights for making the best use of
experiment and judgment to practical life. So, the main objective of my study was to know
implications of Pre Sale concept of HINDUSTAN COCA-COLA BEVERAGES PVT. LTD., and
various steps that can be taken for the betterment of the company. Various Pre Sale steps like
Outlets classification, Visicooler, Availability, product brand order etc. The main objective of
Pre Sale concept is to influence the sales promotion. There are some important objectives of
this study :-  To know about the demand for soft drink in Muzaffarpur Market  To
determine the marketing strategy of soft drink.  To determine the RED activities of HCCBPL.
 To analyse the impact of Pre Sale norms in sales.  To increase the existing demand for the
product. Last and not the least the pre sale concept isbeing introduced in the market to focus
on the proper channelisation of demand and supply equilibrium

HYPOTHESIS
 RESEARCH METHODOLOGY

DATA COLLECTION :-

DATA INTERPETATION & ANALYSIS

FINDINGS OF THE STUDY
LIMITATIONS OF THE STUDY
CONCLUSION AND RECOMMENDATION
 BIBLIOGRAPHY AND REFRENCE

WEBSITES :

♦ https://www.coca-colaindia.com/
♦ https://www.en.wikipedia.org/
♦ https://www.google.com/

BOOKS :

♦ MARKETING MANAGEMENT - PHILIP KOTLER

♦ RESEARCH METHODOLOGY - R.S. KOTHARI