ASSIGNMENT-3

MARKETING MANAGEMENT

SUBMITTED IN THE PARTIAL FULFILMENT OF THE

REQUIREMENTS OF CMS BUSINESS SCHOOL JAIN University

for the Academic year 2020-22.

Submitted To:

Dr.Bikash Ranjan Debata

Submitted By:

Section ‘K’ GROUP 1 :

Application ID Name of the Student

JU2020MBA1281 ABHIJEET
JU2020MBA4446 ARAVIND
JU2020MBA10729 GLEN LOBO
JU2020MBA10928 NIVEDITHA
JU2020MBA06FS MEERA SHAH
JU2020MBA10571 SAKSHI SINGH
JU2020MBA10879 TEJASWINI NS
27+ Million Customers

700,000+ Company and Bottler Associates

Available across 200+ Countries and Territories

250+ Bottling Partners

The Coca Cola Company is an American Multinational beverage corporation

incorporated under Delaware’s General Corporation Law headquartered in Atlanta,
Georgia. It is a total beverage company, crafting different categories of brands and
drinks that people love for more than134 years now. The company was founded in
1886 by pharmacist John Stith Pemberton. The formula and brand of the company
were sold for $2,300 to Asa Griggs Candler, who incorporated The Coca-Cola
Company in Atlanta in 1892. The company took a first step in order to become a
complete beverage company in the year 1960 by acquiring Minute Maid. The
company today has more than 200 brands, from Coca-Cola to smart water, to Costa
Coffee. The Coca-Cola India’s revenue from operations rose 2,741.54 crore in
2019-20.
The company intends to create a more sustainable business model and a better
shared future for everyone they serve (communities, customers, employees,
shareowners and the world). The company rose from 1 brand to 500, and from 1 to
over 4,100 products.The company refreshes the world with their diverse products
i.e.,
 Sparkling Soft Drinks
 Coca Cola
 Sprite
 Fanta
 Schweppes
 Appletiser
 Fresca
 Barq’s

 Waters and Hydration

 Dasani
 Smart water
 Powerade
 VitaminWater
 Topo Chico
 Aquarius
 I Lohas
 Ciel

 Juices, Dairy and Plant-Based

 Minute Maid
 Innocent
  Simply
 Fairlife
 AdeS

 Coffees
 Georgia Coffee
 Costa Coffee

 Teas
 Fuze Tea
 Peace Tea
 Honest
 Gold Peak
 Ayataka

RECENT NEWS

 Coca-Cola is providing even greater product and ingredient transparency by

expanding the use of smart labels. The company is leading the way in
 making product information more accessible in more places. From
ingredients to Genetically Modified Organisms (GMOs) to sugar and calorie
content, people can learn more about their favorite drinks than ever before.

 The Coca-Cola Company is the longest continuous sponsor of the

International Olympic Committee (IOC), the company has announced that it
is extending its relationship for another 12 years.

Product Life Cycle of Coca Cola:

It should be noted that the standard PLC of any product takes five phases,
development, introduction, growth, maturity and decline. The current state of Coke
is in the maturity stage after the company investing significant efforts and
resources in marketing and advertisements. Coke has a large loyal group of highly
stable customers. In addition, the product differentiation, cost management and
overall marketing strategies have become imperative as the growth declines and
market share becomes a key profitability determinant. However, in international
market, the PLC of Coke may be said to be at the growth phase and it has achieved
success due to its strong branding.

1) Falling soda sales in the USA.

This Fortune.com story reveals how overall sales of carbonated soft drinks fell for
the 11th consecutive year in the USA, with 2015’s decline of 1.2% a bigger fall
than 2014’s 0.9%. The article states that the decline in demand for diet soda drinks
is even more significant.
Of course, just because sales are declining in one market does not mean that
overall sales are falling. Coca-Cola is a global soft drink and perhaps it is growing
strongly in emerging markets.

2) Falling global sales for Coca Cola.

The Reuters article states that the first quarter of 2016 has followed recent trends
and global sales have now fallen four quarters in a row. Part of that reason was
attributed to a stronger US$ but sales revenue fell in nearly all markets, including
China.
So perhaps Coca-Cola has entered the decline stage although again this stage is
likely to be relatively far longer than other goods and services. And no doubt the
marketing department at Coca-Cola will be hard at work on extension strategies.
The 2014 “Share a Coke” campaign was successful at giving a jolt to sales figures
although it appears to have only been temporary.
But money invested into a clever marketing campaign can pay dividends,
especially in the short-term. Industry research by Beverage Insider shows the
change in sales in the US by the big soft drink brands in 2015.

Brand Family:
Coca Cola Classic :
The #1 soft drink in the world with that refreshing and uplifting cola taste. Also
available in Caffeine-Free

Coke Zero :
No calories or carbs, but same great taste as Coca-Cola Classic! Also available in
the Zero line: Cherry Coke Zero, Sprite Zero, Vault Zero

Diet Coke:
The #1 diet soft drink with refreshing, authentic cola taste. The
freedom to indulge without the calories.Also available in
Caffeine-Free and Lime

Cherry Coke & Cherry Zero :

Adds a bold, exhilarating taste of Cherry to Coca-Cola. (Diet Cherry only available
in 12oz. cans)

Sprite & Sprite Zero :

The leading teen brand. Clean and crisp refreshment. No caffeine

Vault Drinks like a soda, kicks like an Energy Drink! Also available in Vault Zero

Flavors Barq’s (Root Beer & Red Crème Soda) ,Fanta (Orange, Grape) Mello
Yello ,Pibb

Minute Maid: Fruit Drinks Fruit juice drink containing real fruit and natural
ingredients that provide delicious taste and quality.
FLAVORS: Lemonade, Pink Lemonade, Orangeade, Fruit Punch (Light Cherry
Limeade, Light Orangeade only available in 12oz cans)

Nestea :A combination of great taste with the physical restoration of tea.

FLAVORS: Sweet with Lemon, Red Tea with Pomegranate & Passion Fruit

Dasani :Water Purified water enhanced with minerals for a pure, fresh taste.
Dasani Flavors: Refreshing taste of Dasani Water with Lemon or Strawberry
flavor.

Zero (20oz.) Thirst quenching sports drink that replenishes the active body.
FLAVORS: Mountain Blast, Fruit Punch, Orange, Lemon-Lime, Grape,
Strawberry Lemonade
Powerade Zero: Mixed Berry, Grape, Fruit Punch

Vitamin Water - 20oz XXX (Acai-Blueberry-Pomegranate), Power-C

(Dragonfruit), Revive (Fruit Punch), Energy (Tropical Citrus), Focus (Strawberry
Kiwi), Essential (Orange-Orange), Download (berry-cherry), Connect (black
cherry-lime), Spark (grape-blueberry), Multi-v (lemonade), Focus (kiwi-
strawberry, Formula 50 (grape), Defense (cranberry-apple)
Vitamin Water ZERO – 20oz: The same vitamin-packed functionality of Vitamin
Water, with no calories and naturally sweetened with Truvia! FLAVORS: XXX
(Acai-BlueberryPomegranate), Rise (Orange-Orange), Squeezed (Lemonade), Go-
Go (Mixed Berry), Mega C (Grape-Raspberry), Drive (blood orange-mixed berry),
Glow (Strawberry-Guanabana) Rhythum (starfruit-citrus)

SMARTWATER – Vapor Distilled, Nutrient Enhanced Water - The Next

Generation of Sports Drink ! 20oz, 750mL sports cap, 1L

ENERGY PRODUCTS!
MONSTER (16oz cans)
The Number One Energy Drink! Original, Lo-Carb, Assault.
Juice Monster Flavors: Mixxd, M-80,
Khaos; Java Monster Flavors: Nut Off, Mean Bean, Big Black, Loca Moca,
Lo-Ball, Russian, Irish, Chai Tea

Full Throttle
FLAVORS: Full Throttle, Full Throttle Fury, Full Throttle Blue Demon, Full
Throttle Unleaded
NOS: High Performance Energy Drink
Regular: 16oz cans, 11oz and 22oz bottles and 2oz Powershots Grape, Fruit
Punch: 22oz bottles only

FUZE Premium non-carbonated fruit blends and teas infuzed with essential
vitamins and minerals
Refresh: Banana Colada, Strawberry Guava, Peach Mango, Orange Mango
Slenderize: Tropical Punch, Strawberry Melon, Cranberry Raspberry, Tangerine
Grapefruit, Blueberry Raspberry, Gogi Wild Berry, Mixed Berry
Teas: Black & Green Tea, White Tea
Vitalize: Orange Mango

FUZE empower Slenderize Pomegranate Acai Berry blend created to support

breast cancer research and benefiting the Komen For The Cure Foundation.

V8/Campbell’s V8 (12oz): Vegetable, Spicy

V8-Fusion (12oz): Peach Mango, Pomegranate Blueberry, Strawberry Banana
V8 Splash (16oz): Berry Blend, Strawberry Kiwi, Tropical Blend

Gold Peak Premium ready to drink teas in an 18.5oz plastic bottle.

FLAVORS: Sweet, Unsweetened, Sweet with Lemon, Diet, and Green
Peace Tea 100% all Natural, Hot-Filled Tea.
FLAVORS: Green Tea, Sweet Lemon, Ceylon “Imported Black Tea,” Razzleberry
Tea

Tummy Yummies Non-carbonated, fruit flavored kids drink with 50 calories

FLAVORS: Very Berry Blue, Orange-arific, Fruitabulous Punch, Greentastic
Apple, Sour-sational Raspberry

Competitive analysis on basis of price: -

Coca-Cola and PepsiCo, the soft drinks manufacturers, have both recently
implemented price reduction schemes in India as they seek to gain an advantage in
the increasingly competitive cola market in the country.
Pepsi has previously announced than it is to greatly increase its investment in
developing markets like India and China over the next few years, while Coca-Cola
similarly plans to heighten its activities in these countries, as part of its efforts to
appeal to "global tribes" of consumers.
The cost of the 330ml variants of Coke, Sprite and Fanta in India – as well as that
for the company's Limca and Thums Up brands – has now fallen by 5 rupees to 20
rupees overall. Coca-Cola has also reduced the price of some larger goods,
meaning that a 400ml bottle of Minute Maid is now available for 20 rupees, with
more sizeable packs of the juice brand on sale at varied discount rates across
different regions in the country.
According to the company, this strategy was motivated by a desire to keep up with
"evolving market conditions," which demand that "the right brand is available in
the right pack and right prices."

PepsiCo has also introduced a 250ml can of Diet Pepsi to the market which costs
just 15 rupees, while its 600ml products are available for 20 rupees, although a
300ml Diet Pepsi still costs 25 rupees.
This approach is said to be "consumer-driven," and the soft drinks giant argues that
in "recessionary conditions, it is even more important for us to offer great value."
Competitive analysis on non-price basis: -

Demand creation is a crucial ingredient for any company that wants to access
consumer desires. However, that requires massive marketing resources and
campaign to “enhance consumer awareness” which in simple words means
generating demands for their product portfolio. Coca-Cola spent over six billion
dollars in 2017 for promotional and marketing programs. PepsiCo marketing
activities amounted to over four billion dollars.
In India, PepsiCo set up a Digital Command Centre to analyse links between
consumer behaviour and business results.
Where a consumer might prefer Coca-Cola beverages over PepsiCo, the company
can still leverage on its large snack portfolio to tap into the same segments of the
market. PepsiCo is swiftly moving toward “more healthy” choices and
digitalization, by leveraging on organic business growth.
TWO NEW PRODUCTS TO LAUNCH:
The Coca-Cola Company is the world's largest beverage company, refreshing
consumers with more than 500 sparkling and still brands and nearly 3,900
beverage choices. The Coca-Cola Co. is pouring its products into new categories.
The company’s innovation in 2020 has moved its Coca-Cola brand into the
different types of drinks in the market, its Simply Beverages brand into the
smoothie and fruit juice. But today Coca-Cola is increasing its market by
introducing verity of new products in its different segment.

Here Coca-Cola is going to introduce its new product called Fruti- Cola and Coca-
Mint Cola, one product is innovative and another one is imitative.

Fruti Cola
Fruti Cola will be a bottled beverage and will be positioned as the only ready-to-
drink fruit product available on the market. The beverage will have a base with
enhanced fruit flavors (passion fruit, strawberry and lime) as well as tapioca pearls.
It will bring an entirely unique drinking experience to its consumers. It will present
itself as a funky and unusual alternative to traditional drink while providing the
great taste of authentic fruit juice in an attractive and convenient packaging. The
price range of Fruti Cola start from 50 Rs for 400ml and 700ml for 90 Rs. The
product was developed and launched after year of taste testing and focus groups
with consumers.

Coca- Mint Cola

Coca-Cola is also announcing the launch of Coca- Mint Cola. Its brand new double
strong product developed at the company’s US headquarters for more than five
years, the new Coca- Mint Cola was carefully crafted to taste even more like Coca-
Cola classic but for those people who loves the taste of Mint. Coca-Mint Cola is
the product of years of extensive research, consumer testing and trials by our
flavour experts and we are confident we have created our best tasting Mint Coca-
Cola recipe ever. The company decided to release them into the same pricing
strategy, which starts from 25 Rs for 400ml and 60 Rs for 1L.
The Fruti Cola is using different segment compared to other product, the pricing
strategy also has some changes compared to other brands. They introduced this as
a new and innovative product. In case of Coca- Mint Cola is basically a imitative
product of classic Cola.

THANK YOU........