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Coca cola 4 p s

  1. 1. 4 P-s Marketing Scenario COCA - COLA
  2. 2. Industry Profile : Soft Drink demand market is very strong all over the world. Now there are 2 major Company of Soft Drinks • Coca Cola • Pepsi Co they are competitors to each other. The world’s largest beverage’s company Coca Cola began more than a century ago. The Coca Cola company world headquarter is at Atlanta Georgia, USA. Formation of Coca Cola company was in a simple way, but today it is spread world wide. It has a Wonderful history and an exciting future. From sometime before 1970-s Coca Cola had started doing business in India. But due to changes in the policy of Indian Government, Coca Cola had to wind up its business from India in 1977. After 16 years, in 1993 it again started doing business in India through one of its subsidiary company Coca Cola India Private Limited. It gradually went in for merger by acquisition the various well known products to stop the direct competition from the local market.
  3. 3. Coca Cola is the best global brand
  4. 4. Other Details of Coca Cola’s presence in India : Founded by John Pemberton in 1886 . Sold to ASA GRIGGS CANDLER in 20th century. Coca cola total revenue is 67.4 billon US dollars. As a Company, it has contributed to the growth of India’s micro economy particularly in small towns and villages, contributing to creation of jobs and growth in GDP. It has a strength of 1,50,000 employment directly or indirectly. The company is built on 2 core assets, its brands and its people. Company has 57 Bottling plants owned by self or franchisee distributed across India. The Company has shaken up the Indian carbonated drinks market greatly, giving consumers the pleasure of world-class drinks to fill up their hydration, refreshment, and nutrition needs.
  5. 5. In 1879 cocaine began to be used to treat morphine addiction. That’s the reason why Dr. Pemberton got the wine he was morphine addicted. Pemberton added some gradients and started to produce a new brand “Pemberton`s French Wine Coca”, but it was sold only like a cure.
  6. 6. • Coca-Cola Company sells every day 162 million liters of Coca-Cola and 84 million liters of other drinks (Coca-Cola Light, Fanta, Sprite…). • Coca-Cola brand is known to 78% of the Earth population. • About 10 450 company’s products are used every second. • Two countries with the highest usage percent are Mexico and Iceland. • If to share ever produced Coca-Cola among all the people everyone would get 200 liters. • World’s Largest Coca-Cola logo in Chili. It’s 50m tall and 120m wide, made of 70,000 empty bottles. • The first outdoor advertising for Coca-Cola was painted in 1894 and can still be seen in Cartesvill, Georgia. •Coca-Cola was the first ever product to appear on the cover of Time magazine.
  7. 7. 50 Most Admired Companies, FORTUNE ( March 2010) 2009 CSR Award, CocaCola China, AmCham Shanghai 2009 Corporate Social Responsibility Conference and Awards February 18, 2008 was awarded the Golden Peacock award4 for Corporate Social Responsibility 2012 'Innovation in Small Projects Award' from the International Water Association, Asia Pacific Region
  8. 8. Marketing Mix
  9. 9. Product Mix • • • • • • • Energy Drinks Juice Drinks Soft Drinks Sports Drinks Tea and coffee Water Other Drinks
  10. 10. Coca-Cola made its return to India COCA - COLA in 1993 and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. Typical 100ml pack contains •Energy 48 Kcal •Carbohydrate 12g •Sugar 12g •Protein 0g •Fat 0g Originally introduced in 1977, Thums Up was acquired by The Coca-Cola THUMS UP company in 1993. This was once the Most preffered brand before acquisition Typical 100ml pack contains •Energy 40 Kcal •Carbohydrate 10g •Sugar 10g •Protein 0g •Fat 0g SPRITE Since its inception is 1999, Sprite has not only established itself as a brand which successfully boasts it's 'cutthru' perspective with an authentic, edgy, irreverent, urban and straight forward style, but has also achieved status of an undisputed youth 'badge‘ brand. Typical 100ml pack contains •Energy 48 Kcal •Carbohydrate 12g •Sugar 12g •Protein 0g •Fat 0g
  11. 11. FANTA Fanta entered in the year 1993. Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting Taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. Typical 100ml pack contains •Energy 52 Kcal •Carbohydrate 13g •Sugar 13g •Protein 0g •Fat 0g LIMCA Born in 1971, 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". Typical 100ml pack contains •Energy 48 Kcal •Carbohydrate 12g •Sugar 12g •Protein 0g •Fat 0g MAAZA Introduced in 1970s, Maaza has today come to symbolize the very spirit of mangoes. Universally loved for its taste, color, thickness and wholesome properties, Maaza is the mango lover's first choice Typical 100ml pack contains •Energy 53 Kcal •Carbohydrate 13g •Sugar 13g •Protein 0g •Fat 0g
  12. 12. DIET COKE Launched in 1982 in America, Diet Coke (also known as Coca-Cola light in some countries) has become the world's third largest soft drink. Typical 100ml pack contains •Energy 0.2 Kcal •Carbohydrate 0g •Sugar 0g •Protein 0g •Fat 0g The history of the Minute Maid brand Typical 100ml pack contains goes as far back as 1945 when the MINUTE MAIDFlorida Food Corporation developed •Energy 42 Kcal orange juice powder. They branded it •Carbohydrate 10.5g -PULPY Minute Maid, a name connoting the •Sugar 9g ORANGE convenience and the ease of prepara- •Protein 0g •Fat 0g tion (In a minute). Launched first in South of India in January 2010, Minute Maid Nimbu MINUTE MAID Fresh, started refreshing the whole -NIMBU of India by April 2010. FRESH Typical 100ml pack contains •Energy 53 Kcal •Carbohydrate 13g •Sugar 13g •Protein 0g •Fat 0g
  13. 13. BURN KINLEY Launched in Northern Europe in year 2000, Burn has expanded to over 80 countries over a short 10 year period. Typical 100ml pack contains •Energy 58 Kcal •Carbohydrate 14g •Sugar 12g •Protein 0g •Fat 0.4g Kinley water comes with the assurance of safety from The Coca-Cola Company. That is why we introduced Kinley with reverse –osmosis along with the latest technology to ensure purity of our product. Because we believe that right to pure, safe drinking water is fundamental. Typical 100ml pack contains •Energy 0Kcal •Carbohydrate 0g •Sugar 0g •Protein 0g •Fat 0g •Sodium 0.3mg •Magnesium 0.1mg Launched in 2002 Kinley soda today is no.1 national Soda brand. KINLEY – CLUB SODA Typical 100ml pack contains •Energy 48Kcal •Carbohydrate 12g •Sugar 12g •Protein 0g •Fat 0g •Sodium 0.3mg •Magnesium 0.1mg
  14. 14. Typical 100ml pack contains •Energy 48Kcal Schweppes was launched in India in •Carbohydrate 12g SCHWEPPES 1999 after the international take over •Sugar 12g of the brand from cadbury schweppes. •Protein 0g •Fat 0g •Sodium 11mg •Potassium 2.5mcg GEORGIA GOLD Introduced in in 2004, the GEORGIA Gold range of teas and coffee beverage is the perfect solution for your office and restaurant needs! No such published data
  15. 15. Pricing Policy Aggressive Pricing policy of Coca Cola keeping in mind the following to sustain its Brands • Price of 2L, 1.5L, 1L, 500mL, 300mL, 200mL • Economic slowdown of the Indian economy • Local & International Brands competition price competition
  16. 16. Coca-Cola India and PepsiCo India are introducing their beverages and snack brands in new economy packs priced at R5 and R6 to woo cost-conscious consumers. For instance, PepsiCo India has introduced two new variants of its snack brand Lay's in mini packs (12.5 gm) at R5. The company is betting big on Lay's economy packs called 'Mini Magic' to drive volumes both in rural and urban markets. On the other hand, Coca -Cola India has introduced its flagship brand Maaza (100 ml pack) at a price point R6 to reach out to rural consumers. On Pepsi's new strategy is emphasis on R5 price point will enable us to reach out to a larger consumer base and drive more consumption. Pepsi’s aim is to create consumer connect through engagement campaigns such as their new television campaign.
  17. 17. The race for volume growth continues as Coca-Cola India is in the process of launching Maaza's mini packs in three districts of Uttar Pradesh. "This is a pilot project that we have undertaken to know the response to our new packs. This initiative is aimed at consumers who want packaged beverage at an affordable price specially in rural markets," said a company spokesperson. Incidentally, Coke's new pack is going to be the lowest price for a Coke product in the non-returnable ready-to-drink category. At present, PepsiCo India with its joint venture with Tata Global Beverages (TGBL) sells its health beverage 'Tata Gluco Plus' at R6 . That's the case with Coca-Cola India whose growth in the critical April-June quarter came crashing down from 20% a year ago. It was the worst performance of the Indian unit of the world's largest beverage maker in five years. The company has priced its 200 ml glass bottles of Fanta, Limca, Thums Up and Sprite at Rs 10 compared with Rs 12 earlier.
  18. 18. This move comes after the beverage major started selling its flagship Coca-Cola across the country for Rs 8 during the summer. Though summer is considered crucial for players in the aerated drink segment, this year sales have fallen due to the early monsoon and heavy rains. As a result, Coca-Cola India’s sales volume growth in India stood at just 1 per cent in the April-June period. This mainly because of the Economic Slowdown of India when the rural and semi-urban population’s affordability is hit.
  19. 19. Promotions • • • • • • • Advertisement Direct Marketing Interactive Marketing Sales Promotion Publicity and Public Relations Personal Selling Public Social Responsibility
  20. 20. Advertisement Advertising is defined as any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor. Coca-Cola uses the concept of aggressive advertising to promote its products. Thus advertising is the most important marketing tool for the company as it has to cater mass consumer markets. They mainly does national advertising. Company introduces different themes and concepts to sell their product and advertises mainly in electronic media and out of home advertising. These advertisements build brand image and create awareness. Big names of Indian film industry mainly become the brand ambassadors of the Company. Throughout the years, the slogans of the Coca-Cola have been memorable. For E.g. Thanda Matlab Cola-Cola Jo chaho ho jae Cola-Cola enjoy Coca-Cola-Piyo sir utha ke Brrrrrrr!!!
  21. 21. Mediums of Advertisement The mediums of advertising used by Coca-Cola are:  Print media: They print media for advertisement. Although very rare, they have a separate department for print media.  Point of Sale Materials : Point of sale material this includes: Posters and Stickers display in the stores and in different areas. It also includes: Vizi cooler Freezers Display racks
  22. 22.  Audio / TV Advertisement: • 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 on different channels. •It focuses on both the urban as well as the rural India with its advertisements. • The latest is “Ab Tufani Uthao Bas 10 Mein” with Salman Khan as Brand Ambassador
  23. 23.  Outdoor Advertisement: • Coca Cola on a regular basis Advertise through Billboards, Hoardings. They occupy the prime locations of the Urban and Semi Urban areas to advertise their products • Bill Boards are used on Highways, main City roads, Across big buildings, Shops etc. •Also in India the Coca-cola can be seen painted on walls, bus stands, dhabas etc focusing in rural areas if India
  24. 24. Direct Marketing Coca-Cola uses direct marketing in many ways. First, the company partners with various restaurants, movie theaters, etc. to carry its product. This way, when a customer orders a drink, the only brand they are offered is CocaCola, which forces them to buy a drink from that brand. By doing this, Coke forces out other competition, and keeps the restaurants, or other businesses, purchasing their product over and over again. E.g. Mc Donalds. According to, Coke uses mobile graphics and texts to appeal to markets on a more personal level. Coca Cola also sponsors various sporting events in India and around the world in major sport events like Cricket, Football, Hockey, Olympic and Motor Racing etc.
  25. 25. Interactive Marketing Coca-Cola uses the internet to promote its products. The company has its own website, which is quite simple to navigate through. The website allows customers to become interactive through various games, contests, shopping, and through a special section of the website that enables consumers to find out how they can help their community. Also in the modern era of communication and networking, the company uses various social networking sites like Facebook, YouTube, Twitter to connect with the consumers. The internet marketing thus helps to reach to those consumers who cant afford to spend time on T.V and are always online
  26. 26. Sales Promotion A sales promotion is an activity that is implemented to boost the sales of a product or service temporarily. Coca-Cola does sales promotion in two ways to quickly increase sales. 1. Consumer - Oriented sales promotion: Getting Shelves Eye Catching Position Under The Crown Scheme 2. Trade - Oriented sales promotion: Discounts to retailers and stores Return back allowances Merchandising assets Free goods or free tours
  27. 27. Publicity / Public Relation Publicity refers to non personal communications regarding an organization, product, service or idea not directly paid or run under identified sponsorship. Today, the company can still use word of mouth advantage. For instance, when Coke produces a new product, and someone on their lunch break purchases that new product, and enjoys it, they will tell others in the office about how great the new product is. This will cause others to purchase the product, and in-turn increase sales. Public relations is defined as “the management function which evaluates public attitudes, identifies the policies and procedures of an individual and organization with public interest, and executes a program of action to earn public understanding and acceptance”. Coca-Cola can address law suits, rumors, stories, new products, and activities. There is also a section of the website devoted to investors. Here, current, or future, investors can access financial statements and up-to-theminute stock information.
  28. 28. Personal Selling Coca-Cola has many salespeople, who are individuals representing the company to communicate, sell, service, and build relationships with customers. These salespeople promote their product to different customers within their regions, and once they sustain a customer, they sell their products to them and service them many times per week. These individuals form close relationships with the customers in order to continue business with them. Thus though minimum, the company also thus have many sales people for personal selling.
  29. 29. Corporate Social Responsibility 400 rainwater harvesting spread across 22 states partnership with Resident Welfare Associations, Market Welfare. NGOs and local communities help identify priority areas Replenish groundwater constructed check dams undertaken the restoration of several pond
  30. 30. • Waste Water Treatment – VMC, Vadodara, Gujarat, India
  31. 31. SUPPORT MY SCHOOL CAMPAIGN CELEBRATES TEACHER’S DAY WITH BENEFITED SCHOOLS IN NUH Honours principals and teachers for their commitment towards creating a healthy and happy learning environment for students in the area • On the occasion of Teacher’s Day, Ms. Charlotte Oades, Global Director, Women's Economic Empowerment, The Coca-Cola Company; Ms. Joanna Price, Group Public Affairs & Communications Director, Coca-Cola Pacific Group along with Dr. Suresh Reddy, Director, SRF Foundation honoured principals and teachers from schools revitalized within NUH under the Support My School campaign. • Present to the grace the event were Mr. Pradeep Godara, ADC, Mewat and Mr. Rajeev Arora, DEO, Mewat •Tapkan Government School, Nuh, where the celebrations took place, is one of 10 schools to be revitalized in the region under the Support My School campaign. •Revitalized facilities include access to safe drinking water, separate toilets for boys and girls, promotion of physical sports and recreation •The Support My School campaign recently celebrated completion of 200 schools under the initiative
  32. 32. Promotional Conclusion From our study we can conclude that: For any company to reach the peak in today’s competitive era, has to use each and every component of the promotional mix. By understanding Coca-Cola we can say it the company is using its promotional mix in an effective and efficient manner. That is the reason why Coca-Cola is the market leader and one of the most valuable brands in the whole world. Apart from being the most valuable brand, it also gives importance to CSR activities.
  33. 33. Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. This may include any physical store (supermarket, departmental stores) as well as virtual stores (e-markets and e-malls) on the Internet. This is crucial as this provides the place utility to the consumer, which often becomes a deciding factor for the purchase of many products across multiple product categories.
  34. 34. Physical Distribution Channel Management Promotion and Marketing Management
  35. 35. Initial challenges of Coca Cola were • Poor Rural & Semi Urban Infrastructure • Frequent Power Cuts •Different consumption habits • Preferences for traditional cold drinks like Lassi, Chhass, Lemonade etc. • Price of branded beverages
  36. 36. CCI realized that the centralized distribution system used by the company in the urban areas would not be suitable for rural areas so they adopted HUB AND SPOKE DISTRIBUTION strategy.
  37. 37. Distribution & others : In order to overcome the challenges Coca Cola took following steps  It had built up bottling plant itself or with local Bottling Partner in various major cities of India, Semi-urban areas to reach the local people there.  It had built up its own Transportation fleet to support the nooks & corners of India They had recruited and trained Retailer, Distributer through direct or indirect training programs a with technical know how of products & preserving It trained local Sales person for doing the jobs. It tapped local forms of entertainment like annual haats and fairs and made huge investments in infrastructure for distribution and marketing.
  38. 38. I have taken efforts in this project. However, it would not have been possible without the kind support and help of many individuals and organizations. I would like to extend my sincere thanks to all of them. I would like to express my gratitude towards Prof. Manjit Sarkar for his kind co-operation and encouragement which help me in completion of this project. Acknowledgement My thanks and appreciations also go to my batchmates in developing the project and people who have willingly helped me out with their abilities.