A Dissertation Report On

MARKETING STRATEGIES OF COCA-COLA

DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF REQUIREMENT FOR THE

DEGREE OF MASTER OF BUSINESS ADMINISTRATION

PREPARED BY:

BIKRAM MONDAL

ROLL NO. : PG/VUOAP02/MBA-IVS/ No- 233

REGISTRATION NO.: 00808 of 2019-2020

Major Specialization: MARKETING

Major Specialization: FINANCE

UNDER THE GUIDANCE OF

Dr RAJIB KUMAR DAS
FACULTY, EIILM

SUBMITTED TO:

Eastern Institute for Integrated Learning in Management, Kolkata

(Affiliated to Vidyasagar University)

2021

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 DECLARATION

I DO HEREBY DECLARE THAT THIS DISSERTATION ENTITLED “MARKETING

STRATEGIES OF COCA-COLA” HAS BEEN DONE BY ME AND ALL THE

INFORMATION PROVIDED IS CORRECT AND TRUE TO MY KNOWLEDGE.

THIS DISSERTATION IS SUBMITTED BY ME FOR THE PARTIAL FULFILLMENT OF

THE AWARD OF DEGREE IN ‘MASTER OF BUSINESS ADMINISTRATION’.

THE DISSERTATION IS EXCLUSIVELY PREPARED BY ME AND HAS NOT BEEN

SUBMITTED TO ANY OTHER INSTITUTIONS OR PUBLISHED ANYWHERE BEFORE.

DATE: 01/06/2021 BIKRAM MONDAL

PLACE: KOLKATA MBA, 4th semester

EIILM, Kolkata

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 ACKNOWLEDGEMENT

I express my sincere gratitude to Dr Rajib Kumar Das, Faculty, EIILM who has sincerely

provided me with critical suggestions and valuable insights which enabled me to complete this

project and bring out this report in the best way possible.

I would take this opportunity to thank Dr. R. P. Banerjee (Director, EIILM) and other faculty

members for their cooperation and support.

I am also thankful to my colleagues for their motivation and to all those persons who directly

or indirectly helped me during developing this dissertation.

BIKRAM MONDAL

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 TABLE OF CONTENT

SL NO. PARTICULARS PAGE NO.

1 Introduction 5

2 Significance of the Study 6

3 Objective 7

4 Methodology 8

5 Analysis and Interpretation 9 – 14

6 Findings of the Study 15

7 Conclusion 16

Bibliography

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CHAPTER 1: INTRODUCTION
There is a growing interest in food and beverage industries due to increasing consumer
demand around the world. One of the largest food processing industries is the beverage
industry. The food and beverage processing sector are classified into two main groups:
alcoholic and nonalcoholic drinks. Alcoholic drinks comprise beer, wine, whiskey, etc.,
whereas nonalcoholic drinks consist of fruit juice and soft drinks. Other beverages are
coffee and tea. Carbonated soft drinks (48.8 gal per person) are consumed the most,
followed by bottled water (29.1 gal per person), coffee (24.6 gal per person), and beer
(21.8 gal per person). Food and beverage processing sectors use raw food and materials
via some important steps (extraction and maceration). Food, especially fruit and
vegetables, contain polysaccharides such as pectin and starch which cause a fouling
problem during filtration process. The presence of cell debris and small insoluble pectin
species are known to be responsible for the immediate turbidity in freshly pressed fruit
juices, whereas haze development may result from prior polymerization or condensation
leading to the formation of polymeric complexes between polysaccharides, sugars, metal
ions, and proteins. Protein-polyphenol interactions are considered as the most frequent
cause of haze formation in beer, wine, and clear fruit juices. For commercial use, fruit
juices are processed with chemical-fining agents such as bentonite and gelatin. However,
use of enzymes instead of chemicals is a cost-effective option, which improves yields in
terms of reducing carbon footprint, energy consumption, and environmental pollution.
Enzymes are used in food as food additives and processing aids. Most food enzymes are
used as processing aids, whereas a few are used as additives (such as lysozyme and
invertase). Among all, amylases, pectinases, and cellulases are extensively used in the
beverage industry for improving yield of extraction, clarification, aroma enhancement,
and other uses.

The Coca-Cola Company is an American multinational beverage corporation

incorporated under Delaware's General Corporation Law [a] and headquartered
in Atlanta, Georgia. The Coca-Cola Company has interests in the manufacturing,
retailing, and marketing of nonalcoholic beverage concentrates and syrups. The
company produces Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton.
In 1889, the formula and brand were sold for $2,300 to Asa Griggs Candler, who
incorporated The Coca-Cola Company in Atlanta in 1892.

The Coca-Cola Company is a total beverage company with products sold in more than
200 countries and territories.

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CHAPTER – 2: SIGNIFICANCE OF THE STUDY

For any business venture, Marketing Strategy go hand in hand. Opportunities come and
go but business comes from the ones, which are handled properly in terms of leads.
Leads for any new opportunity are very important for it to turn out a profitable venture.

Marketing strategy is the comprehensive plan formulated particularly for achieving the
marketing objectives of the organization. It provides a blueprint for attaining these
marketing objectives. It is the building block of a marketing plan. It is designed after
detailed marketing research. A marketing strategy helps an organization to concentrate
it’s scarce resources on the best possible opportunities so as to increase the sales.

MANAGERIAL USEFULNESS OF THE STUDY

 Helps in developing goods and services with best profit making potential;
 Provides an organization an edge over its competitors;
 Helps to have sale experience;
 Helps to deal with different customers;
 Helps to overcome the objections of the customers.

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 Chapter 3: OBJECTIVE OF THE STUDY

⮚ To study the market share of coca-cola in corporate sector.

⮚ Knowing brand equity of coca-cola in the corporate sector.

⮚ To study marketing strategies adopted by Coca-cola and the level of customer

satisfaction.

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CHAPTER – 4: METHODOLOGY

Research is to explore the unsealed heights and to seek insights into an unknown
territory is all about finding explanations and knowledge regarding a subject. It
serves as a means to devise new ideas and develop new outlooks to solve an issue
.At times, a company can be unknown about a lot of aspects involving market
penetration. Initially when the knowledge about the market remains low, the
research policies help in breaking the ice and slowly the market starts becoming a
familiar territory. Moreover, during the progress of the research, the market experts
first took whatever knowledge was available and started their approach based on
that. But as the picture started becoming clearer, the approach path became
narrower, thus pinpointing the most effective methodology and strategy.
During the research process, it is needed that the outcome of the research be
described and explained. During research phase, the policy that helped the
researchers gather more and more information was known as the explorative policy.
This, in a way, facilitated the flexibility of the research. Once the findings of the
research were out, need came to explain the findings to put forward a suitable
approach. Hence there was the need to explain the analytical data and plot them
along the experimental data. Thus the method of descriptive research came into
play.

The purpose of methodology section in the report making is to describe the research
process that is followed while doing the main part. This would however include the
research design, the sampling procedure, and the data collection method. This
section is perhaps difficult to write as it would also involve some technical terms
and may be much of the audience will not be able to understand the terminology
used. The methodology followed by the researcher, during the preparation of the
report was

Sources of data collection

Here the data sources are of secondary sources

It is defined as the data collected earlier for a purpose other than one currently
being pursued. As a researcher I have scanned lot of sources to get an access to
secondary data which have formed a reference base to compare the research
findings. Secondary data in this study has provided an insight and forms an outline
for the core objectives established.

The various sources of secondary data used for this study are:

⮚ News papers.
⮚ Magazines.
⮚ Text books.
⮚ Marketing reports of the company.
⮚ Internet.

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CHAPTER – 5: ANALYSIS AND INTERPRETATION

1. PRODUCT MIX
COCA-COLA
In India Coca-Cola was leading soft drink till 1977 when Government policies
necessitated its departure. Coca-Cola made its return to the country in 1993 and
made significant investments to ensure that the beverage is available to more and
more people, even in remote and inaccessible parts of the nation. Over the past
fourteen years has enthralled consumers in India by connecting with passions of
India – Cricket, movies, music & food. Coca-Cola‘s advertising campaigns “Jo
Chaho Ho Jaye” & “Life Ho Toh Aise” were very popular & had entered youths
vocabulary. In 2002.Coca-Cola launched its iconic campaign “Thanda Matlab
Coca-Cola” which sky rocketed the brand to make it India‘s favourite soft drink
brand.
LIMCA
Limca was introduced in 1971 in India. Limca has remained unchallenged as the
No.1 sparkling drink in the cloudy lemon segment. The success formula is the
sharp fizz and lemoni bite combined with the single minded proposition of the
brand as the provider of ―Freshness.
THUMPS UP
This is a leading sparkling soft drink and most trusted brand in India. Originally
introduced in 1977, Thums up was acquires by The Coca-Cola Company in 1993.
Thums up is known for its strong, fizzy taste and it confident, mature and uniquely
masculine attitude. This brand clearly seeks to separate the men from the boys.
SPRITE- a global leader in the lemon lime category is the second largest sparkling
beverages.
FANTA
Fanta entered the Indian market in the year 1993. Over the years Fanta has
occupied a strong market place and is identifies as ―The Fun Catalyst‖. Perceived
as a fun youth brand, Fanta stands for its vibrant colour, tempting taste and tingling
bubbles that not just uplifts feelings but also helps free spirit thus encouraging one
to indulge in the moment. This positive imagery is associated with happy, cheerful
and special times with friends.

MINUTE MAID PULPY ORANGE

They branded it Minute Maid a name connoting the convenience and the ease of
preparation. Minute Maid thus moved from a powdered concentrate to the first ever
orange juice from concentrate. The launch of Minute Maid in India (started with
the south of the country) is aimed to further extend the leadership of Coca-Cola in
India in the juice drink category. Available in 3 PET pack sizes i.e. 400ml, 1 litre,
1.25 litres.

MAAZA
Maaza was introduced in late 1970‘s. Maaza has today come to symbolise the very
spirit of mangoes. Universally loved for its taste, colour, thickness and wholesome
properties, Maaza is the mango lover‘s first choice.
KINLEY
The importance of water can never be understated, Particularly in a nation such as
India where water governs the lives of the millions, be it as a part of everyday ritual
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or as the monsoon which gives life to the sub continent. Kinley water comes with
the assurance of safety from the Coca-Cola Company.
GEORGIA GOLD COFFEE
Georgia coffee was introduced in India in 2004. The Georgia gold range of Tea and
coffee beverages is the perfect solution for office and restaurant needs. Today
Georgia coffee is available at Quick-Service Restaurants, Airports, Cinemas and in
Corporates across all major metros in India.

2. S.W.O.T ANALYSIS OF THE ORGANISATION

 STRENGTHS
One of the main strengths of Coca-Cola is its brand name. The company has existed
for so long, and it is continuously improving its relationship with its customers and
become one of the best-known brands globally.
Coca-cola's amazing marketing strategies brought the company to success by using
pop singers and actors to attract people using different slogans. These songs among
very popular among the population. Every year Coca-Cola influenced the modern
image of Santa clause in Christmas commercials and created a strong bonding
among customers.
Coca-Cola also makes a contract with big restaurant chains to increase their product
market.
Brand equity
Coca-Cola is present by the award of the highest brand equity in 2011. With its
unique identity among all brands, Coca-Cola has the most top brand equity with the
vast global reorganization.
Company value
Coca-Cola is a well-renowned industry worldwide, and it is considered one of the
most valuable companies across the world. 79.2 billion dollars, the company's value
includes numerous operations, assets, profit cost of Coca-Cola, and its brand name.
Global network
As you know, the Coca-Cola company has an extensive network, and it is present in
200 countries you can go anywhere around the globe you will find Coca-Cola. This
contributes to the massive recognition of the trademark.
Huge market share
Their biggest competitor of Coca-Cola is Pepsi, and the most apparent winner
among two is Coca-Cola and has a significant market share. All other soft drinks
such as sprite, diet coke, and coke thumbs up are all the coca-cola growth drivers.
Good marketing strategies
Coca-Cola knows how to win the hearts of people to apply different strategies. Its
competitor's target is continuously changing, Pepsi mostly targets youngsters, and
Coca-Cola is not restricted, and it targets people of all ages. They also target people
by using celebrities in their commercials and advertisement campaign.

Customer Loyalty
Coca-Cola has a lot of customers' loyalty because of their reliable products. Coca-
Cola and Fanta have massive fan following because of its taste, and people prefer
them over others.
Distribution network
Coca-Cola has an extensive network of distribution because of its demand for the
product and fulfils people's needs. In this way, they command over such a big

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market.
 WEAKNESS
Coca-Cola products aren't healthy, and most of its products are banned in the
campuses due to these people avoid buying for their kids. People prefer healthy
food, so coca-cola has to develop new products faster.
Due to America's image in the world, many people refuse to buy its products.
Competition with Pepsi
Pepsi gives fierce competition to the coca-cola, although it is clear that the winner
is Coca-Cola. The competition among these two brands is so intense, and Pepsi
does not give up easily.
Low Product Diversification
Pepsi makes a smart move and diversified its business into a new segment: snacks
they introduced lays and kurkure. But Coca-Cola is still in the beverages business.
This new segment is a great driver of revenue for the company.
Not good for health
As the trend is changing and people are more conscious about health. These
carbonated drinks cause obesity, and it is a significant problem nowadays, and
Coca-Cola is one of the largest companies of carbonated beverages. In developed
countries may be the market share of the company decline because people prefer
healthy drinks over carbonated drinks.
 OPPORTUNITIES
Diversification
The Coca-Cola company has to diversify its business in health and food and
improve its products according to its demand. In this way, the company will get
more profit from their loyal customers by selling its products. They also diversify
its business in the snack segment, the supply chain which distributes beverages will
distribute snacks by sharing the supply chain cost.
Developing nations
Although the trend is changing in developing countries and shifting towards healthy
drinks, in developing countries, carbonated beverages are introduced as a source of
joy. During hot summers in developing countries, demand increases, which
generates high revenue for the company.
Packaged drinking water
As trend changing and people are becoming more hygiene conscious, Coca -cola
introduced packaged water, Kinley. Kinley expansion is slow, but definitely, it has
the potential to expand. So the company should focus on the Kinley expansion and
gain people's interest and take Nestle's level.
Improvement in supply chain
The supply chain causes high costs for the company, and the whole business of
Coca-Cola is based on transportation and distribution. The company should develop
strategies to break down the cost of the supply chain.

Market the lesser selling product

There are many products under the Coca-Cola so the company should Market the
products that are not selling. However, the company spends a lot on launching these
products so the company should spend on the advertisement for these products.
This will increase the sale of the product, and it raises the revenue of the business.
 THREATS
Basic ingredient sourcing
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 The biggest threat to the coca-cola industry is water. As you know water storage
problem is increasing day by day, this is because the climate is changing .later or
sooner people will raise a finger on the beverage industry. If water is limited, then it
will cause a considerable loss to the company
Indirect competitors
Various international coffee chains such as Costa Coffee, Starbucks, Café coffee
day are gaining popularity, and these chains cause good completion in the market.
They are not a significant threat to Coca-Cola. The same case with the healthy
drinks is stealing the share of the company.
3. STP ANALYSIS

This section looks at how Coca Cola views it customers and the way it designs the
consumer strategy. STP (segmentation, targeting and positioning) analysis is used
to study customers.
Segmentation
According to Weinstein market segmentation is the process of portioning market
into groups of potential customers with similar needs and/or characteristics who are
likely to exhibit similar purchase behavior. Objective of such a process is to
analyze and understand market, identify opportunities and use or develop
competitive edge to capitalize on those opportunities. The Coca Cola Company
segments the customers based on the following criteria
Geographic segmentation: Coca Cola has segmented the worldwide market on the
basis of geographies. There are various divisions created for major regions of the
world and heads of each division report to the parent company. Lot of autonomy is
given to each division to run the operations.
Place of consumption: Coca Cola segments the market on the basis of the place of
consumption of the beverage. Most of the consumption takes place on premise such
as cinemas, railway station, restaurants etc, while rest of it takes place in homes.
Product type: Coca Cola segments the market on the basis of the type of products
bought by customers. The market is divided into Cola products and non cola
products. Cola products currently provide majority of the revenues, but the
proportion of non cola products is increasing.
Demographics: Coca Cola segments the market on the basis of demographics. The
segmentation is on the basis of age as well as income.

Targeting

Coca Cola target different segments with different ads. Primary market of Coca
Cola is younger people in the age bracket 10-25 with people from 25-40
comprising of secondary market. Cola products are targeted towards people who
want strong flavor, while diet cola and its variants are targeted towards the sub
segment that is health conscious.
Coca Cola uses non cola beverages to target the health conscious segment of the
market. Some of the products such as Sprite specifically target teens and college
going youth while others such as Limca target young working population.

Positioning

Coca Cola position its products as refreshing and thirst quenching. The products

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 are said to bring joy, as apparent from Coca Cola’s latest tagline – Little drops of
joy. The products are associated with having a good time with friends and family
and enjoying everyday life. The products are also marketed as consistent and of
high quality.
a. MARKETING MIX
Marketing Mix of Coca Cola analyses the brand/company which covers 4Ps
(Product, Price, Place, Promotion) and explains the Coca Cola marketing strategy.
There are several marketing strategies like product/service innovation, marketing
investment, customer experience etc. which have helped the brand grow.
Marketing strategy helps companies achieve business goals & objectives, and
marketing mix (4Ps) is the widely used framework to define the strategies. This
article elaborates the product, pricing, advertising & distribution strategies used by
Coca Cola.
Product in the Marketing mix of coca-cola
The product strategy and mix in Coca Cola marketing strategy can be explained as
follows:
Coca Cola product strategy in its marketing mix can be studied by understanding
its wide product range. The following products are offered by Coca Cola globally:
Coca Cola, Sprite, Fanta, Diet Coke, Coca Cola Zero, Coca Cola Life, Dasani,
Minute Maid, Ciel, Powerade, Simply Orange, Coca Cola Light, Fresca, Glaceau
Vitamin water, Del Valle, Glaceau Smartwater, Mello Yello, Fuze, Fuze Tea,
Honest Tea, Osewalla, Powerade Zero.
Coca Cola products are sold in various packaging and sizes. For example, its core
product Coke is sold in 200ml, 500ml, 1ltr, 1.5ltt and 2ltr bottles in cans, glass and
plastic bottles. The Coca Cola logo is clearly made visible on each of these bottles
and cans to differentiate itself from Coke. The Coca Cola bottles also have unique
shapes pertaining to the brand. Coca Cola, Sprite and Fanta have large market
shares in their respective segments but their growth is almost stagnant. Hence they
generate huge cash for the company. Minute maid has high market share and good
growth rate.
Price in the Marketing mix of Coca-Cola
Coca Cola follows a 2nd degree price discrimination strategy in its marketing mix.
In the sense they charge different prices for products in different segments. The
beverage market is considered to be an oligopoly in which there are few sellers and
many buyers. Coca Cola and Pepsi are the dominant players. Coke products are
priced similar to that of Pepsi products in that particular segment. If Coke prices its
products too high as compared to Pepsi in a particular segment, then the consumers
might switch especially in developing countries where the consumers are price
sensitive. Hence both come to an agreement of maintaining price parity in each
segment. However, Coca Cola offers discounts on bulk purchases by sometimes
even bundling the products.
Place in the Marketing mix of Coca-cola
Coca Cola being in the market for more than 130 years and operating in more than
200 countries worldwide, it has developed excessive distribution network. The
wide distribution network highlights the place strategy in Coca Cola marketing
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mix. The Coca Cola company produces the beverage using its secret formula and
transports it to the bottlers located in various parts of the globe. The bottle shapes
and sizes are predefined by the company. The bottlers then fill the bottles with the
adequate beverage and then ship it to the carrying and forwarding agents. From
there the bottles are transported by road to the stockists, then to the distributors and
finally to the retailers from where the final consumers buy the products. Most of
the times the goods from the distributor are transported to the wholesalers who
distributes these to the retails according to the demand on regular basis. Coca Cola
has an extensive distribution channel and its products are available in almost all
retail outlets and supermarkets across the globe. In India Coca Cola products are
made available across 2.5 million outlets.
Coca Cola products are also distributed to various Hotels and restaurant chains
throughout the world. Coke has also built an extensive reverse supply chain where
they collect the leftover glass bottles from the retailers and convert them into a
reusable product thus saving cost and additional resources

Promotion in the Marketing mix of Coca-Cola

Coca Cola sets the bench mark for advertising and branding. The promotional
strategy of Coca Cola focuses on aggressive marketing through ad campaigns using
media like TV, online ads, print media, sponsorships etc. Coca Cola engages in the
following major sponsorship events like American Idol, BET Network, NASCAR,
NBA, NCAA, Olympic Games, FIFA worldcup etc. Coca Cola also launches TV
advertisements in various national languages across the globe. In India in March
2016, Coca Cola launched “Taste the Feeling” Campaign which seeks out to
remind its customers about the joyous and happy moments Coke brings to their
lives. He was chosen so as to connect well with the Indian youth. The ads were
telecasted frequently across various channels.
Special incentives are given to the distributors and retailers for pushing Coke
products. Also these retailers are given refrigerators and Coca Cola hoardings for
advertising the brand. At supermarkets, special emphasis is given on the shelf
spaces to generate more visibility of its products. Coca Cola also engages in
various CSR activities to help support environmental and social issues across the
globe. Hence, all these points give an overview on Coca Cola marketing mix.

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CHAPTER – 6: FINDINGS OF THE STUDY

 It is understood from the fact that the logo of the company still has its image in
the minds of the people with all the respondents saying they would recognize
the 'coca.-cola image.
 Coca-cola spends a larger share of their sales income on advertising and tend to be
much more profitable.
 Coca Cola always looks for maximum reach to its end consumers. One of the
major promotional activities includes advertising through celebrity endorsements.
 There is much competition of Coca-cola with Pepsi.
 The strong network of grocers and distributors across the globe has been the key
to success for this beverage giant .
 Affordability majorly emphasizes on the product pricing which makes it very
much affordable for the customers. Initially they used to sell 300ml bottles. But
they realized that in many areas, especially in the rural areas 300ml bottles are not
that famous as it was majorly observed that the 300ml bottle was shared by two
persons. So they came up with 200ml bottles with lower prices mainly for the
rural market and it ended up to be an instant hit in the market.
 Pepsi pose a serious threat to Coca Cola. The competition is tougher in the urban
market. In rural areas people do not have their education level as high as that of
urban people. To them a cola drink from Coca Cola or Pepsi does not make much
difference. They cannot do much of comparison between the two because of the
intelligence level of the people in general. So Coca Cola does not find a huge
threat in the rural market as long as they are reaching out to the end customers
efficiently through their supply chain or distribution channel.
 But in the urban areas people do much of comparison between the products of
Coca Cola and Pepsi. They find differences in taste of the cola drinks offered by
Coca Cola and Pepsi. Apart from the taste the advertising campaigns also
segregate the customers.
 Coca Cola in India caters to millions of customers across the country through a
huge array of products like Coca-Cola, Diet Coke, Fanta, Maaza, Limca, Thumbs
Up, Sprite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid
100%, Burn, Kinley and Georgia range of tea and coffee. They have got a network
of more 1.5 million outlets in India. Tremendous support for Community
programs all over the nation is provided by Coca Cola India.
 India has always been a strategic growth market for Coca Cola Company. If we
look at some of the statistical figures we will find that India ranks among their top
10 countries in terms of sales volume globally. India also happens to be the largest
market in the Eurasia and Africa Group. Business of Coca Cola in India has been
growing at a stable rate for more than five years now.

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CHAPTER – 7: CONCLUSION

Coca Cola is a truly global company with presence in multiple countries. The
company’s biggest competitive strength comes from the strong brand that has been
developed over 125 years of consistent marketing efforts. Economies of scale and the
network with suppliers and distributors also contribute to the success.

Marketing and advertising has been the most important function that has taken Coca
Cola to new heights. The company has adopted innovating marketing techniques right
from the times of Candler and Robert Woodruff. Apart from usual advertising through
bill boards and newspapers, Coca Cola focused on organizations, universities and
colleges and this increased sales while promoting the brand name

Coca-Cola as the world's leading soda beverage, with the strength of high resources
company and also a very good and well-known brand image will be accepted at ease
almost all over the world. Therefore, the strategy of Coca-Cola focuses on covering
the full market segmentation, anywhere. But along with the development of the soda
industry, many competitors both from domestic products to global manufacturers are
now present and reducing Coca-Cola's market share in each country. Hence, the need
for Coca-Cola innovations on their marketing strategies. Armed with their bottling
partners and also the ability to 'think global, act local' makes Coca-Cola could adjust
its strategy in order to penetrate the market more complex and in-depth in order to
continue to expand market share in all regions.
RECOMMENDATIONS AND SUGGESTIONS

The company should make hindrance free arrangement for its customers / retailers to
make any feedback or suggestions as and when they feel.
The company should focus to bring some more flavors like health drinks and other
low-calorie offerings. Coca-Cola India can also introduce some fruit based drinks.
Coca-Cola‘s distribution channel is mostly through retail. Whereas the competitors
also concentrates more on the multiplexes, pubs and restaurants. Coca-Cola should try
to increase their distribution in these areas.

The company must keep a watch on its primary competitors in market in order to be
able to compete with them.
The company should use new attractive system of word of mouth advertisement to
Keep alive the general awareness in the whole market as a whole.
The company should be always in a position to receive continuous feedback and
Suggestions from its customers/ consumers as well as from the market and try to solve
it without any delay to establish its own good credibility.
A strong watch should be kept on distributors so that the goodwill of the BRAND
doesn‘t get effected.

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BIBLIOGRAPHY

BOOKS

 Marketing Management by Philip Kotler, Pearson Educaton

 Consumer Behavior by G. Schifman Leon, Prentice-Hall India
 “Marketing Management” by Kotler Philip & Kevin Lane Keller.

NEWS PAPERS
 Economic Times
 Financial Express
 Times of India

INTERNET
 www.cocacola.com
 www.coke-india.com
 htp://www.superbrand.com
 www.softdrinks.com

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