PROJECT REPORT

ON

COCA-COLA- A MARKETING PERSPECTIVE

Project Report Submitted to the

University of Delhi

in Fulfilment of the Requirement for the Degree of 

Bachelors in Commerce  

Submitted By 
Sourav Mog
Section – A
Roll No. 168
 
Under the supervision of
Mr. Manohar Lal
Headed By
Department of Commerce

Delhi College of Art and Commerce

University of Delhi

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 DECLARATION 
This is to certify that the substance in this study is based on my original
research work and has not been submitted in part or full for any other
degree or diploma of any university. 

 
 
 
 
Mr. Manohar Lal                                              Sourav Mog

                                                     

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

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 ACKNOWLEDGEMENT
As a student of commerce, I have gone through literature and material
available on topic “Coca-cola Marketing Perspective”. I feel indebted to
several authors and researchers who helped me a lot in understanding
various issues relating to my topic.  

I am also grateful to my mentor Mr. Manohar Lal for his guidance. In

addition, I sincerely thank my family and friends who provided me their
support 
 
 

                                                                                    Sourav Mog
 

Date:

Place: Delhi
 

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 CONTENTS

Title Page no.

CHAPTER 1 INTRODUCTION 5-7

1.1 History 5-6

1.2 About Coca-cola 6-7
1.3 Plan of study 7

CHAPTER 2 COCA-COLA –MARKETING

PERSPECTIVE 8-20

2.1 Marketing of coca-cola 8-14

2.2 Marketing Mix 14-20

CHAPTER 3 COCA-COLA AND C.S.R. 21-26

CHAPTER 4 COCA-COLA AND C.R.M. 27-28

CHAPTER 5 COCA-COLA PERFORMANCE 29-31

5.1 Market Share 29-30

5.2 Sales 30-31

5.3 Customer Satisfaction 31

CONCLUSION 32

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 CHAPTER 1

INTRODUCTION
The History

Coca-cola was first introduced by John Syth Pemberton, a pharmacist, in

the year 1886 in Atlanta, Georgia when he concocted caramel- coloured
syrup in a three legged brass kettle in his backyard

Dr Pemberton was skilled doctor and his chemistry work was of high
quality. He developed chemical laboratories that were later state run
analytical facilities. But he never realised the potential of Coca Cola.

There were his successors that developed Coca Cola in the brand it is
today. Until 1905 the soft drink marketed as tonic and contained traces of
illegal drugs as well as caffeine-rich kola nut. By the late 1890 Asa Grieg
Chandler directed the Coca-Cola Company and syrup sales rose for 4.000%
between 1890 and 1900. The famous logo, which is highly recognizable
everywhere, was an idea and work of Dr. Pemberton's accountant Frank
Robinson.

Asa Candler took over the Coca-Cola Company as owner soon after Dr.
Pemberton's death. He partnered with Frank Robinson and redid the
formula for Coca Cola syrup. Frank Robinson's creation was the logo, script
and a push that the classic slogan "delicious and refreshing" be tied to all
the future advertising. Coca-Cola Company also pioneered in distribution
and coupon sales.

Under long term tenure of chairman and CEO Woodruff between 1923 and
1981 Coca-Cola Company expanded in 44 countries and was global
business. In sixties soda fountain was something like water cooler is today -
a meeting and chat place during breaks. As soon as bottled beverages and
packed ice cream took over people forgot about soda fountains. Advertising,

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packaging, distribution, and trade secret protection has made possible that
over one billion of servings of Coca-Cola are sold today daily.

Coca cola has been aggressively advertised on billboards and in newspaper

under Chairman Candler who sold the company after prohibition to Ernest
Wudruff, Robert Wudruff, son of Ernest Wudruff was the Coca-Cola
Company’s boss for six decades. In his first year of 1923 he introduced "six
pack", and in 1929 he made Coca Cola available through vending machines.
In 1930's he started with radio advertising and in 1950's on television.

In 1931 he introduced Coca Cola Santa Claus repeating its appearance and
good wishes every Christmas since. In his sixty years at the wheel he was
responsible for twelve ounce Coca Cola can in 1960's, the Coca Cola contour
bottle in 1977, introduction of two litre bottles and plastic bottles. He raised
prices of syrup for distributors but also improved efficiency and productivity,
emphasized quality control, and improved sales department. "The Boss" also
started big item advertising and promotional campaigns. (Source: Cola
Marketing History) The publicly traded company has also built a strong
trust of its investors (Warren Buffet Secrets, 2010).

About Coca-cola

Coca-cola, company is the world’s 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 company’s beverage products comprises of bottled and canned soft

drinks as well as concentrates, syrups and not-ready-to-drink powder
products. In addition to this it also produces and markets soft drinks, tea
and coffee.

The coca-cola company and its network of bottlers comprise the most
sophisticated and pervasive production and distribution system in the

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world. 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 global basis.The
associates of the company jointly take responsibility to ensure compliance
with the framework of policies and protect the company’s assets and
resources while limiting business risks.

Plan of the study

Coca-cola is one of the world’s largest beverages selling company. Its

business and operations are extended all over the world. I have undertaken
this project to look into the coca-cola company and its marketing
perspective.

The reason for taking up this project is that I wanted to know the marketing
strategy, advertising policy, marketing mix, market positioning, and market
share of such a huge company. The promotional activities and the
advertising policies always attracted my attention. I wanted to know how
coca-cola manages its business affairs and operations all over the world so
successfully. I wanted to know whether the market strategy helped coca-cola
in running successfully over such a long period of time.

But there were certain limitations as well. There are many aspects of the
company on which a wide research could have been done but due to lack of
available time and a constraint on word limit, the study could not be done.
Lack of availability of data was another such constraint

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 CHAPTER-2

C0CA-COLA MARKETING PERSPECTIVE

MARKETING

Coca Cola advertising targets youth of all generations who want to enjoy life
and have fun. Because of its longevity, the youth targeted twenty, thirty or
forty years ago is no longer young but it feels like they are still young when
with Coke.

To name just a few of Coca Cola's advertising campaigns: "Have a Coke and
a Smile", "Coca-Cola. Enjoy", I'd Like to Buy the World a Coke", "The Real
Thing". Every marketing campaign was strategically prepared and best
advertising g venues chosen. Coca Cola crews visit campuses and make
practical jokes and films.

There is a YouTube Coca Cola Channel with over 23000 members. On this
channel we can watch short videos where real person is hidden in vending
machine and starts giving bigger and better servings, two cokes for one and
the like. In one of this shows they brought to the campus oversized vending
machine where coin dispenser was as high as basketball rim and students
had to climb to it but the machine would then gave also oversized cokes.
Videos are funny and they travel through viral networks carrying the
message very fast and far. Student population is the most receptive Cokes
target. The Coca-Cola Company has a few official contact points in new
social media (like Face book, Twitter, and YouTube) which they use to
spread the message.

If we look back, a Coca Cola (advertisements' copies observed online at

Beautiful Life) billboard advertisement from 1889 features a young lady
standing by a stand where a glass of Coca Cola is for sale at 5 cents, the

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name Coca Cola in unique branded logo is repeated twice and the words
delicious and refreshing stand on the stand above a bouquet of fresh roses.

It looks that Coca Cola target upper class of society at the beginning of the
century. By 1918 the feature was omitted from advertising. A poster from
1918 features beautiful young lady in white drinking Coca Cola as the logo
on the glass shows with a playground as a background and some greenery
around to contrast whitish main motive. Text below the picture promotes
Coca Cola as "The Drink of All the Year" and mentions words delicious and
refreshing.

Coca Cola advancement was reached in 1931 when an advertisement in The

Saturday Evening Post shows Santa Claus in red colour of Coca Cola
without his hat explaining: "My hat's off to the pause that refreshes". The
classic red rectangle saying "Drink Coca Cola Delicious and Refreshing"
blinks prominently above Santa's hand.

The first advertisement that shows a change in targeting general audience

instead of upper classes I found in 1937 "Stop for a pause... Go refreshed"
shows two workers at a gas station taking Coca Cola bottles out of special
Coca Cola refrigerator. There is no price on this advertisement. It was still
advertised as "Drink Coca Cola Delicious and Refreshing" as another
advertisement from the same year shows a young lady with a dog and
signature bottle in gloved hands sitting on a bench in a park. In this way
coca-cola brought a change in its target and prospective consumers.
In 1942 advertisement a hand holding unique patented Coca Cola bottle
breaks through a paper that features red circle "Drink Coca Cola Delicious
and Refreshing" and the price tag, still 5 cents.

New six pack carrier has been introduced in 1948 and six bottles were sold
for 25 cents (plus return deposit) and the name was shortened to Coke so
the red circle does not carry the whole text just Coca Cola logo above
bracketed new name "Coke". 5 cents Coca Cola vending machines were

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introduced in 1949 and a picture of red Coca Cola vending machine on the
panoramic background calling: "Inviting workers everywhere to the pause
that refreshes with ice-cold Coca-Cola 5 cents". Coca-cola brought a change
in its packaging by the introduction of six-pack.

Although very important part, advertising is just a part of overall promotion

in marketing mix, the others being price, place and product. We have seen
from the advertisements that more than seventy years Coca Cola sold for 5
cents a bottle. This was possible because of economy of scale as per capita
consumption of Coca Cola has been steadily rising. Just in recent years
from 1988 to 2008 annual worldwide consumption of Coca Cola has risen
from 39 servings per capita to 85 servings per capita while consumption in
the USA in the same time rose from 275 servings to 412 servings per capita.
Americans are second in Coca Cola consumption surpassed by Mexico with
635 servings per capita in 2008. (Source: The Coca-Cola Company) Although
Coca Cola commands highest price among colas its product sales are very
price sensitive. Interestingly enough the Coca Cola hasn't changed its taste
from the 1890'.

The change of formula in 1985 is considered one of the biggest marketing

blunders of all times. People boycotted new Coke so much that its market
share fell from 25% to almost 2% at the lowest point so the company was
forced to return the old Coca Cola from then on called Coca Cola Classic.
Then CEO campaigned with "We have got your message" when reintroducing
the old Coca Cola taste back to the market. The packaging of Coca Cola
changes followed the development of different distribution channels. While
Coca Cola started selling in drug stores and it slowly moved into soda
fountains, the product that company sold to distributors was syrup that was
mixed with soda water. New branded bottle was introduced so that Coca
Cola could be sold in shops and supermarkets as well as gas stations. Six-
bottle-packaging was invented to increase sales as it was convenient to
carry, so people would buy six at a time instead of two or three.

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As Coca Cola is best ice cold the company introduced special refrigerators
that later on developed into vending machines. Vending machines became
Coca Cola's next big distribution channel bringing their product into
companies' and schools' lunch rooms and other places where people
gathered in numbers. Coca Cola contracted McDonalds and some other
franchise chains and their contracts require exclusivity. We cannot get Pepsi
or any other brand "Behind the Arches" of McDonalds. The law forbids the
same tactics in supermarkets and other retailer chains but Coca Cola is very
good in choosing the right spots for their promotion because they do it
extremely professional.

The Coca Cola Company in Atlanta only makes syrup. Coke is bottled close
to its distributors as transportation costs plays big role in the final product
price. It is much cheaper to send overseas only syrup and then add 90% of
its bulk closer to consumers than it would be making and transporting final
products to worldwide destinations out of Georgia. Coca Cola introduced
cans because they were safer for vending machines and cheaper to make
than glass bottles. Both were partially replaced with plastic bottles for the
same reason as they are cheaper to make and harder to brake or distort.

The Coca Cola Company first sponsored Olympic Games of 1924 in

Amsterdam. It looks like we can find Coca Cola logo everywhere although it
is not exactly so. Coca Cola is strategically placing its logo to events and
places that are associated with fun, enjoyment, refreshment, harmony,
sportsmanship, and happiness like sports facilities, amusement parks,
Olympic games, World Cup, Super Bowl and Christmas celebrations.

Researchers in positive psychology are of opinion that "lasting happiness is

the result of an engaged life, one with close social ties and one that that is
motivated by values and goals larger than oneself" and lasting happiness is
something that Coca Cola is trying to associate with (Nuys, 2010).
Association with the need of the people to aspire to goals higher than oneself
is clearly expressed in Coca Cola's "Open Happiness" music video series

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(Open Happiness, 2010) where everyone is invited to join happy and
purposeful self improvement that will ultimately lead to happier society with
rhymes "open up a little happiness today, so I can be someone new...open
up a smile on another face, so I can feel something new." Here Coca Cola
uses positive association and positive psychology to enter universal desire
for deep, lasting happiness, even life essence (Kracauer, 168). And this is a
logical extension of Delicious and Refreshing self centred fulfilment slogan
that Coca Cola has been advertising for the first hundred and something
years.

From being refreshment it now intends to move up the human needs leader
and associate itself with lasting open happiness. Coca Cola has been adding
popular music to their advertising since early times. For Coca Cola this
move came naturally as "colas and popular music share similar
demographics" (Klein, 7). So water, sugar, some secret ingredients and a few
bubbles made Coca Cola the biggest beverage company, operating in 206
countries round the globe, evaluated at 67 billion dollars and daily
worldwide consumption of 100 million gallons (375 million litres ).

MARKETING MIX
PRODUCT

With a portfolio of more than 3,500 beverages, from diet and regular
sparkling beverages to still beverages such as 100 percent fruit juices and
fruit drinks, waters, sports and energy drinks, teas and coffees, and milk-
and soy-based beverages, its variety spans the globe.

The global nature of business requires that the Coca-Cola system has the

highest standards and processes for ensuring consistent product safety and
quality -- from concentrate production to bottling and product delivery. It
measure key product and package quality attributes to ensure beverage
products in the marketplace meet the company requirements and consumer
expectations. Consistency and reliability are critical to product quality and
to meeting global regulatory requirements and Company standards

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It has made great strides in expanding the level of nutritional information on
the packaging, offering consumers factual and meaningful information
about the beverage products to assist them in their beverage selections. The
policy is to place nutritional information on all of the labels, where feasible.
Where this is not possible, for example on recyclable glass bottles, it provide
nutritional information via other means such as Company websites

The coca-cola company has a wide range of products. They are the
following:-

IN THE COLA SECTION Diet Coca-cola Thumps up

coke
IN THE LEMON SECTION Limca Sprite
IN THE ORANGE SECTION Maaza Minute maid
IN THE BOTTLED WATER SECTION Kinley

PROMOTION –The Coca-cola uses following promotional tools for its

marketing campaign.

Getting shelves
They gets or purchase shelves in big departmental stores and display their
products in that shelves in that style which show their product more clear
and more attractive for the consumers.

Eye Catching Position 

Salesman of the coca cola company positions their freezers and their
products in eye-catching positions. Normally they keep their freezers near
the entrance of the stores. 

Sale Promotion
Company also sponsor college and school’s cafes and sponsors their sports
events and other extra curriculum activities for getting market share. 

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UTC Scheme 
UTC mean under the crown scheme, coca cola often do this type of scheme
and they offer very handy prizes in it. Like once they offer bicycles, caps, tv
sets, cash prizes etc. This scheme is very much popular among children. 

COKE’S ADVERTISING SLOGANS

1904 Delicious and refreshing

1905 Coca-cola revives and sustains
1906 The great national temperature beverage
1917 Three million a day
1922 Thirst knows no season
1923 Enjoy thirst
1924 Refresh yourself
1925 Six million a day
1926 It had to be good to get where it is
1927 Around the corner from anywhere
1929 The pause that refreshes
1932 Ice cold sunshine
1938 The best friend thirst ever had
1939 Thirst asks nothing more
1939 Whoever you are, whatever you do, Wherever you may be,
When you think of refreshment, think of the ice cold Coca-
cola
1942 The only thing Coca-cola is Coca-cola itself
1949 Along the highway to anywhere
1952 What you want is coke
1956 Coca-cola …makes good things taste better
1957 Sign of good taste
1958 The cold crisp taste of coke
1959 Be really refreshed
1963 Things go better with coke
1969 It’s the real thing

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1971 I’d like to buy the world coke
1975 Look up America
1976 Coke adds life
1979 Have a coke and smile
1982 Coke is it!
1985 We’ve got a taste for you
1985 America’s real choice
1986 Red, white and you (for coke classic)
1986 Catch the wave (for coca-cola)
1987 When coca-cola is part of your life, you can’t beat the
Feeling
1988 You can’t beat the feeling
1989 Official summer drink
1990 You can’t beat the real thing
1993 Always coca-cola
2000 Coca-cola enjoy
2001 Life tastes good
2003 Coca-cola …real
2009 Open happiness
2010 Twist the cap to refreshment
2011 Life begins here
SOURCE-Book Advertising Management

By: -Jayshree Jethwaney

Shruti Jain

Advertisement has always played a significant role in the marketing strategy

of coca-cola, here is a detail about the various ad campaigns of coca-cola.

A billboard advertisement from 1900 depicts a beautiful young lady on a

horse drawn wagon served by a white uniformed waiter, the Coca Cola logo
again repeated twice, once as a store name and once in text below where its
price at 5 cents is also stated.

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The message was stated as "The ideal beverage for discriminating people".
An advertisement from 1907 also depicts angel like lady in white gloves as if
selling Coca Cola at the stand. Besides the Coca Cola logo being repeated
three times there is also price for a drink at 5 cents. In 1909 an a billboard
advertisements shows something like all ladies party in the background with
three young fashionably clothed women drink and the message written
depicts "Relieves the fatigue that comes from over-play, over-work, and over-
thinking, delicious, refreshing, thirst-quenching" with 5 cents price tag.

The logo is repeated twice. The fatigue relieving theme was also a theme of
billboard advertisement from 1910. There are two pictures in the
advertisement one with tired executive behind his desk and one with a
waiter filling a glass from soda fountain. The logo is depicted centrally in
large print. It also looks that Coca Cola has got some competition by 1910
as the words below the logo say: "It will relieve your fatigue, cool you
comfortably, calm your jangled nerves and quench the thirst. But be sure to
get the genuine, Cooling Refreshing Wholesome" Another advertisement from
the same time shows a young lady sitting on a bench with only blurry
picture of colonial home in the background, holding a bottle with Coca Cola
logo and drinking from it using a straw. The message: "Drink Coca Cola in
bottles delicious and refreshing”.

An ad in 1920 looks like drawing in watercolour of New York harbour with

Manhattan skyline where upfront a male hand holds a glass with logo and
the words above state "Drink Coca Cola Delicious and Refreshing”. In 1924
logo a container for six bottles is featured on which main text repeats:
"Thirst knows no season, Drink Coca Cola Delicious and Refreshing."

In 1936 Coca Cola celebrated its 50th anniversary by showing two beautiful
ladies in bathing suits, one from 1886 that covers mostly the whole body
and the other in one-piece swimsuit from 1936 showing much more skin,

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both holding a glass with Coca Cola logo. The price: still 5 cents a bottle.
The rectangle "Drink Coca Cola Delicious and refreshing" turned into circle.

In 1952 a panel window with each panel showing different seasons and
weather conditions in parts of a whole picture with Coca Cola bottle, bottle
opener, two lids and red circle calling "Drink Coca Cola". A line is added at
the bottom repeating 1918 message in different words "Thirst knows no
season". In 1954 an ad shows global reach of Coca Cola. Few heads wearing
symbols of different nationalities are featured on the globe and the red circle
inviting "Drink Coca Cola" top right at the Coca Cola bottle. Words on the
left side of the bottle explain "That extra something made Coke the most
asked-for soft drink in the world". In 1959 vending machines invaded offices
and an advertisement shows a secretary with a Coca Cola bottle on one side
of red Coca Cola vending machine and her desk and typewriter on the other

The message "Coke on-the-job keeps workers refreshed.

A 1965 advertisement shows Coca Cola in a paper cup inside baseball glove.
The cup features red circle with words "Enjoy Coca |Cola". Below the picture
it says "things go better with Coke" followed by a red circle saying "Drink
Coca Cola". In 1970 Coca Cola became the real thing Coke. During 1970
advertisements ask Coca Cola for the real times. After a blunder made in
1985, in 1986 advertisements called for Coca Cola Classic making
association with red, white & blue American colours stating "Red, White &
You". Coca Cola in the 1990's kept promoting Coca Cola Classic with a
slogan "Can't Beat the Real Thing."

DISTRIBUTION CHANNELS

Coca Cola Company makes two types of selling:-

1. Direct
2. Indirect

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Direct Selling

In direct selling they supply the products in shops through their own
transports. They have almost 450 vehicles to supply their products. The
company earns more profit in this type of selling.

Indirect Selling

They have their whole sellers and agencies to cover all area. Because it is
very difficult for them to cover the world by their own so they have so many
whole sellers and agencies to assure their customers for availability of its
products.

ADVERTISEMENT - The Coca cola company use different mediums 

Print media-The coca-cola company uses different medium for
advertisements. They have a separate department for print media

POS Material -Pos material mean point of sale material this includes posters
and stickers display in the stores and in different areas.

TV Commercials - As everybody know that TV is a most common

entertaining medium so TV commercials is one of the most attractive way of
doing advertisement. So Coca Cola Company does regular TV commercials.

Billboards And Holdings - Coca cola is very much conscious about their
billboards and holdings. They have many sites in different locations for their
billboards. 

PRICE

Trade Promotion-Coca cola company gives incentives to middle men or

retailers in way a that they offer them free samples and free empty bottles,

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by this these retailers and middle man push their product in the market.
And that’s why coca cola seen more in the market. And they have a good
sale in the market because according to the expert which product seen more
in the market that sells more. “Seen as sold” .They do agreements with a
shop keepers and stores to exclusive sale in that stores. These stores are
called as KEY accounts in their local language. The company also invest
heavy budget on these stores and offers them free samples

Different Price In Different Seasons - Coca Cola Company change their

product prices according to the season. Summer is supposed to be a good
season for beverage industry in Pakistan. So in winter they reduce their
prices to maintain their sales and profit. But normally they reduce the
prices of their pet bottles or 1 litter glass bottles.

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 CHAPTER-3

COCA-COLA AND C.S.R.

Corporate Social Responsibility is the continuing commitment by business

to balance ethically and contribute to economic development while
improving the quality of life of the work force and their families as well as of

the local community and society at large . The coca-cola company has taken

initiatives in the following respects.

1. BEVERAGE BENEFITS-Strive to offer beverages for every lifestyle and

occasion while providing quality that consumers trust.

The Coca-Cola Company expands beverage portfolio and supplier base to

meet the increasing demands of growing and developing markets around the
world, customer and consumer expectations and regulatory scrutiny
continue to rise. The global nature of business requires that the coca-cola
system has the highest standards and processes to ensure consistent
quality from concentrate production to bottling and product delivery.

To ensure such consistency and reliability, the coca-cola system is governed

by the Coca-cola Operating Requirements (KORE), a new management
system which replaced The coca-cola Management System (TCCMS) in
January 2010.KORE enables the company to address the changing business
landscape while supporting company’s strategic growth plans by creating an
integrated quality management program which holds all of the operation,
system wide, to the same standards for production and distribution of
beverages.

To stay connected with new regulations, industry best practices and

marketplace conditions, it consistently reassess the relevance of
requirements and guidelines not only in manufacturing, but throughout the
entire supply chain. We continually refine our requirements to further

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insure that KORE embodies the most recent and stringent manufacturing
processes.

2.ACTIVE HEALTHY LIVING-The Coca-cola company supports healthy

lives through product variety, nutrition education and physical activity
programs.

Education- Education is the essential link that enables people to select

healthy diets and become more physically fit. The company is committed to
support educational programs designed to expand consumer knowledge .

It has made great strides in expanding the level of nutritional information on

packaging, offering consumers factual and meaningful information about
beverage products to assist them in their beverage selections. The policy is
to place nutritional information on all labels, where feasible. Where this is
not possible it provides nutritional information via other means such as
company websites.

3.COMMUNITY-Foster sustainable communities through economic

development, philanthropy and the creation of economic and social
opportunities.

Economic Opportunity- Supporting local economies is both a matter of good

corporate citizenship and good business. through jobs, capital investment
and targeted initiatives offering opportunities to residents, the coca-cola is
part of the global engine that keeps local global engine that keep local
economies humming.

Supporting the economic health of communities makes business more

sustainable, because the system is only as strong as the economies in which
business is done. By creating opportunities throughout the value chain, it
increase access to local procurement and are able to penetrate hard-to-
reach markets through local entrepreneurs. By investing in local economies
and being a good corporate neighbour, it also earn “social license” to do
business in those places the ability to grow in emerging markets, where

21
economic need is often greatest, is particularly critical to the long-term
success.

4.ENERGY EFFICIENCY AND CLIMATE PROTECTION -The aim is to

be the beverage industry leader in energy and climate protection.

Reduce- The goal is to grow business but not system wide carbon emissions
from manufacturing operations. The company is working toward reducing
absolute emissions from our manufacturing operations in Annex 1
(developed) countries by 5 percent by 2015.

Refrigeration- The system owns more than 10 million coolers and vending
machines. For that reason, sustainable refrigeration is the cornerstone of
climate protection efforts.

Refuel- The Company believe that as a responsible multinational company,

it has a role to play in ensuring that it use the best possible mix of energy
sources.

5.SUSTAINABLE PACKAGING-Coca-cola aspires to make packaging a

valuable resource for future use.

6.WATER STEWARDSHIP-The company works to safely return to nature

and communities an amount of water equivalent to what it uses in
beverages and production.

Reduce-It continually explores new ways to optimize the amount of material

and energy used in packaging. Since the introduction of all major packages,
it has significantly reduced the materials used to make them, without
sacrificing quality, it has significantly reduced the materials used to make
them, without sacrificing quality.

Recover-Approximately 85% of our unit case volume today is delivered in

recyclable bottles and cans. The recovery of these containers and their
materials for reuse is critical to sustainability aspirations. The target is to
recover directly 50% of the equivalent bottles and cans sold worldwide.

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6.WORKPLACE-The company creates diverse, healthy and safe work
environment aligned with internationally respected human rights
principles. 

Reuse-Water will always be important to the company, and it continually

work to reduce the impact and minimise use. The goal is to improve water
efficiency by 20% by 2012, as compared with 2004 baseline.

Recycle-The goal is to ensure that the water used in manufacturing processes,

everywhere in the world, will be returned to the environment at a level that
supports aquatic life by 2010 through comprehensive waste water treatment.

Replenish.-On a global basis, it will expand support of healthy watersheds

and sustainable community water programs to balance the water used in
finished beverages.

7.HUMAN AND WORKPLACE RIGHTS-The true measure of a well

managed business is not just whether it is financially successful, but how it
achieves that success. The coca-cola company is committed to upholding
fundamental principles of international human and workplace rights
everywhere it does business.

8.SAFETY AND HEALTH-At the Coca-cola company, the long term

success depends upon ensuring the safety of workers, visitors and the
public.

9.EMPLOYEE ENGAGEMENT-approximately 700000 associates create

the Coca-cola system. Each associate brings a unique talent and ideas to
work every day to help the company the company achieve the goals.
Associates also represent Coca-Cola in their communities and are
ambassadors of brands to the world. Ensuring that associates are happy,
healthy and treated fairly and with respect is at the core of the business
philosophy and success. It strive to create open work environments as
diverse as the markets we serve, where people are inspired to create
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superior results. It also aim to create environments where people are fully
engaged and where the Company is viewed both internally and externally as
an employer of choice.

10.SUPPLIERS- The suppliers and business partners are vital for the
continued success..Having a sound, stable and ethical supply base is
important for growth and the footprint we leave in local communities
around the world. The suppliers provide the system with materials,
including ingredients, packaging and machinery, as well as goods and
services. It assess suppliers according to adherence to  Supplier Guiding
Principles, which emphasize the importance of responsible workplace
policies and practices that comply, at a minimum, with applicable
environmental laws and with local labour laws and regulations. In addition,
it expects suppliers to comply with Code of Business Conduct for Suppliers,
which describes standards in the areas of conflicts of interest, business and
financial records, bribery and information protection.

11.GOVERNANCE AND ETHICS-At the coca-cola company, the aim is

to lead by example and to learn from experience. It sets high standards for
people at all levels and strives to consistently meet them. It is guided by
established standards of corporate governance and ethics. It review the
systems to achieve international best practices in terms of transparency and
accountability.

12.TRANSPARENCY IN SUPPLY CHAINS-ADDRESSING FORCED

LABOUR AND HUMAN TRAFFICKING-The coca-cola company is
committed to upholding fundamental principles of international human and
workplace rights everywhere it does business. The Coca-Cola Company's
Human Rights Statement and Workplace Rights Policy apply to all of the
entities that it owns, holds a majority interest in or for which we have
management responsibility. Their Workplace Rights Policy is guided by
international human rights principles, including the Universal Declaration

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of Human Rights and the International Labour Organization's Declaration
on Fundamental Principles and Rights at Work. The Policy provides a
consistent approach to workplace rights worldwide and embeds it as an
integral part of culture, strategy and day-to-day operations. it conduct
independent third party assessments of operations to validate compliance
to Workplace Rights .

CHAPTER-4

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 COCA-COLA AND C.R.M.

Customer relationship management is a widely implemented strategy for

managing a company’s interactions with customers, clients and sales
prospects. It involves using technology to organize, automate and
synchronize business processes.

The Coca-Cola Company seek to better understand the impact of the Coca-

Cola business along the entire value cycle and partner with customers to
address areas of concern and add value beyond beverage products. The
customers include large international chains of retailers and restaurants
and small independent businesses. It works with them equally to create
mutual benefit. Together with bottling partners, it serves customers through
account management teams, providing services and support tailored to their
needs.

It is continually looking for ways to reduce costs, improve sales and profits,
and deliver better-quality, more diverse products to consumers. It work to
create additional value for customers by anticipating their demands and
interests and to proactively deliver viable solutions for businesses.

In Africa, Asia, Europe, Latin America and North America, Coca-

Cola Retailing Research Councils conduct research on issues affecting the
retail food industry. The results are communicated through a collaborative
website that allows retailers to gain information necessary to strategically
respond to the changing marketplace.

The Collaborative Customer Relationship process has been refined in three

lead markets -- Japan, Mexico and Switzerland -- and is now being
implemented with key customers in other markets around the world. It work
with customers to improve shopper marketing and supply chain

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collaboration and to accelerate innovation in order to provide superior
beverage selections to every consumer on every shopping trip.

It provide support to smaller customers to help make their businesses more

efficient and profitable. In Latin America, for example, it has established
customer development training centres, the largest ones in Argentina,
Brazil, Chile, Mexico and Peru. It also work with customers to broaden the
range of beverages they offer, provide nutritional information and ensure our
beverages are marketed responsibly.

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 CHAPTER-5

PERFORMANCE OF COCA-COLA
Market share

Market share of coca-cola in comparison to pepsi

PepsiCo Coca-cola

34.2% 60.8%

SOURCE: http://www.scribd.com/doc/4075259/Coca-Cola-Report
Year-2006

For the year 2011 the market share of coca-cola was between 40-43% while the market share
of pepsi was 30%.

Coca-Cola has gained a large market in the beverages sector. So now,

PepsiCo Inc. is attempting to put a big new charge into its U.S. soda
business after losing more ground last year to Coca-Cola Co. in their
decades old cola wars.

The food and drinks giant plans to spend 305 more to pitch its beverages on
U.S. television in 2011 than in recent years- with much of the money aimed
at propping up the sagging Pepsi-Cola brand after diet Coke overtook it last
year for the first time to become the No. 2 soda in the U.S. behind regular
coke.

Coca-Cola Sales figure

The table below shows the amount of Coca-Cola in servings that had been

drunk in the respective year.

YEAR  Selling Numbers of

Coca-Cola
   
   
1886  9 glasses per da
1899  over 100 million
1902 over 200 million

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 1903 over 300 million
1907 over 1 billion
1910 over 2 billion
1912 over 3 billion
1914 over 4 billion
1915 over 5 billion
1919 over 10 billion
1936 over 100 billion
1944 over 100 billion
1952 over 200 billion
1958 over 300 billion
1962 over 400 billion
1965 over 500 billion
1973 over 1 trillion
1982 over 2 trillion
1993 over 4 trillion
1996 over 5 trillion
2003 over 6 trillion

The sales for the year ending December 2010 are $35119 million.

Customer satisfaction

The Coca-cola company may be the number one soft-drink maker, but its
customer satisfaction has fizzled to a five year low, according to the third
quarter report of the American Customer Satisfaction index (ACSI) released
in the year 2006.The ACSI, produced by the University of Michigan’s ross
School of Business, in partnership with the American society for quality and
the CFI Group, is supported by ForeSee results, an online satisfaction
measurement firm. The ACSI segments manufacturing/nondurable goods
into eight categories: soft drinks, athletic shoes, apparel, food
manufacturing, personal care and cleaning products, pet food, breweries,
and cigarettes. Customer nondurables are examined every third quarter by
the ACSI.

Regarding the soft drink category, Coca-cola tallied a score of 82 on the

ACSI 100 point scale, a 2% decline from Q3 2005’s score. Despite Coca-
Cola’s skid, 82 is still a solid score, but not enough to maintain the top
sector slot. PepsiCo (up from Q3 2005’s to q3 2006’s 86) and Cadbury

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Schweppes (up from Q3 2005’s 83 to Q3 2006’s 86) trumped the beverage
maker to tie for the highest soft drink satisfaction score. The ACSI gap
between Coca-cola and Pepsi has never been greater, according to Claes
Fornell, a professor and head of ACSI at the University of Michigan.

30
 CHAPTER-6
CONCLUSION
The Coca Cola Company uses many different marketing methods in its quest
to get their product in front of as many people as possible in every country
of the world. The central marketing unit collaborates with local units to
make sure that slogans sound good and are appropriate in that particular
language and culture. Recently, Coca Cola is seeking association not only
with good times and warm feelings but also with universal desire to be
happy as their last "Open Happiness" music video series show. To relate to
good times, warm feeling, pursuit of life and happiness, Coca Cola
continuously markets at happy holidays, events, and places. The company
has very strong marketing department with market research laboratory and
keeps abreast of scientific developments in consumer psychology and
behaviour research to "see that it's the great taste of Coke that is still
putting a smile on faces around the world, as it has done for nearly 125
years" and will continue to do so for years to come. Until now, the company
has responded to all messages from the market and I believe they will
continue in the same fashion.
Thus Coca-cola versified its activities and diversities which all helped it to

occupy a substantial share and position in the world market .

Coca-cola launched its new campaign-“Believe in a happier tomorrow”. The
campaign weaves a world of hope and optimism with reasons to believe in
happiness and to believe that the future will be brighter. This is an
endearing campaign that opens happiness in all of us by showing that there
is more good in the world than bad.
Spreading about the campaign, Anupama Ahluwalia, vice president,
marketing, coca-cola, India and south west Asia said” Coca-cola is spreading
happiness for over 125 years. As we prepare to usher in another new year, it

is the season of spreading good cheer and the perfect time to look ahead with
by a positive outlook. Our latest campaign captures the spirit of hope and
optimism, further establishing the brand’s philosophy urging people to
believe in a happier tomorrow”.
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 BIBLIOGRAPHY

 BOOKS

a. Philip Kotler; “Marketing Management”; Prentice-Hall India (PHI); 11th

Edition; Pg. No. (418-432).

b. Philip Kotler, Gary Armstrong; “Principle of Marketing”; Prentice-Hall

India (PHI); 10th Edition; Pg. No. (141-164).

c. G. C. Beri; “Modern Marketing Research”; 3rd Edition; Pg. No. (4-346).

 MAGAZINES

1. Business Today
2. Outlook
3. Insight
4. Advance Edge

 NEWSPAPERS

1. The Times of India

2. The Economics Times
3. Business Times

 WEBSITES

www.google.com

www.cokeiindia.com

www.coca-colaindia.com

www.oligopolywatch.com

www.superbrand.com

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