SlideShare a Scribd company logo
1 of 51
1
STUDENT DECLARATION
I ________________ student MBA here by declared that the research
report entitled ‘Market Analysis & Sales Analysis Of New Product Of
Coca – Cola With Their Competitive Brand” is completed and
submitted is my original work. The imperial finding in this report is
based on the data collected by me.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
3
PREFACE
Project studies constitute the backbone of my management education
programme and help a lot to my studies market if a proper attempt is
made on the part of the students of MBA who required undergo practical
exposure in an industry.
For the same I got opportunity to do the project on "MARKET ANALYSIS
& SALES ANALYSIS OF NEW PRODUCT OF COCA – COLA WITH THEIR
COMPETITIVE BRAND"
This project is mainly based on in - depth study on bank's prospects and
present relationship with prospective customers.
I have placed in my best efforts in making this report a satisfaction but
still I'll welcome any suggestion for improving the same.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
5
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
7
Pepsi-Cola attacked Coca-cola before World War-II. Coca-Cola
dominated the Americans soft drinks industry. Pepsi-Cola was a drink
costing less to manufacturers and with a less satisfactory taste than
coke.
During the Second World War Pepsi and Coke, both of them
enjoyed a huge sale. After the war the Pepsi sales started to fall
relatively to Coke. The factors which were responsible for the decline
in Pepsi sales were poor image, poor task force, poor quality control
and dull packaging.
It was a momentous day when Coca-Cola staged its reliance in
India. Coca-Cola was relaunched again in India in Sep. 1993 at
Hathras near Ghaziabad, where the first bottling facility of Coca-Cola
in India was switched on. The Indian people welcomed the comeback
of their most loved cola in the country with great enthusiasm and
vigor. Coca-Cola market its relaunching acquiring 5 Parle Exports
Ltd. Top Selling products Viz-Thums up, Sprite, Limca, Fanta, Mazza,
K. Soda,Kwater,Coke.
In 2000, the company opened a new bottling plant at Dasna in
Ghaziabad distt. For the supply of 300 ml Bottle and 1.5 liter Bottles.
This plant is more settled equipped than the plant at Najibabad.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
9
and Other Intangible Assets, "and other charges/ gains. Worldwide unit
case volume increased 4 percent in the first quarter, reflecting 3 percent
volume growth in North America and 4 percent internationally.
The beverage industry has not been immune to the week global
macroeconomic environment that has impacted many business sectors.
In addition to these factors, the beverage industry, including the
Company, was adversely affected by short-term external factors,
including a slowdown in "away from home" consumption caused by the
war in Iraq, a lengthy national strike in Venezuela, a change in deposit
laws in Germany, and a shift in the timing of the Easter holiday.
Doug Daft, chairman and chief executive officer, said, "The results of the
Coca-Cola Company are always driven by the operational, financial and
brand strengths of our entire system in our markets. Given the current
volatile worldwide environment, our management team has continued to
carefully monitor worldwide events and respond rapidly and effectively.
We have enhanced productivity and cost efficiencies. We are also
targeting our resources to the markets of greatest opportunity and
stability, while taking all necessary steps to protect our business in more
challenging markets.
"Throughout the quarter, we achieved share gains as our system
successfully responded to and managed worldwide challenges and
opportunities with flexibility, speed and professionalism. Looking ahead,
we are confident our results will improve during the year as we move
beyond the short-term external factors that impacted this quarter".
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
11
OPERATIONAL HIGHLIGHS
North America
 Unit case growth was 3 percent for the first quarter, driven by solid
performance in the Retail Division, offset by a decline in the
Foodservice and Hospitality Division.
 The overall industry growth was negatively impacted by the timing of
the Easter holiday, poor weather conditions, and weaker traffic in
restaurants, hotels and leisure channels. Despite these factors, the
Coca-Cola system remained focused on local execution, resulting in
growth that outpaced the total nonalcoholic ready-to-drink industry,
including share position improvements in the major beverage
categories.
 Results during the quarter were fueled by over 2 percent growth in
Trademark Coca-Cola in the Retail Division, driven by innovation and
strong performance from Vanilla Coke, diet Vanilla Coke, diet Coke
and the continued expansion of the Fridge Pack.
 Noncarbonated beverages continued strong growth led by 22 percent
growth in Dasani, 16 percent growth in Powerade and continued
strong double-digit growth from Minute Maid Lemonades. Unit case
volume also benefited from last year's strategic transactions involving
Evain and the Danone water brands.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
13
LATIN AMERICA
 Unit case volume increased 5 percent in the first quarter, led by strong
growth in Mexico and improving trends in Argentina, partially offset
by the general strike in Veneuela.
 In Venezuela, the Company's operations were shut down during the
general strike that lasted throughout the month of January and most of
February. As a result, operating income and equity income were
negatively affected by the strike. Further, the situation reduced the
Company's unit case growth rate for all of Latin America by more
than I point in the first quarter. Full distribution was restored across all
channels and outlets during the month of March and should continue
for the remainder of the year.
 Maxico unit case volume grew 14 percent in the quarter driven by
strong performance from Fanta and Lift, the continued expansion of
the Company's non-carbonated beverage business, the launch of the
Real campaign, and the introduction of several packaging initiatives to
drive system profitability. In the fast-growing water category, the
Company is benefiting from natinoal marketing programs behind Ciel,
the continued expansion of single-serve water packages, ad the
inclusion of the Risco water brand.
 In Argentina, unit case volume grew 7 percent in the first quarter,
reflecting the Company's long-term strategy of investing in the
country during last year's economic crisis. Further, as a result of a
strong emphasis on refillable packages, brand Coca-Cola share of
sales has increased 2 points versus the prior year first quarter.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
15
AFRICA
 Unit case volume growth of 3 percent in the quarter, cycling 11
percent growth in the first quarter of 2003.
 The Southern and East Africa Division continues to generate solid
growth while parts East Africa have been negatively impacted by the
challenging operating environment. Despite the environment across
North Africa, The Company has gained share across the region.
 The Coca-Cola Real campaign has been introduced in South Africa
and Nigeria and is Currently being rolled out across the rest of Africa.
As a result, in Sourth Africa, Trademark Coca-Cola grew 5 percent in
the quarter. In Addition, the company is continuing the introduction
and expansion of juice and juice drinks and water in key markets.
 Throughout Africa, the Company continues to invest and focus on
business fundamentals to drive profitable volume for the system.
These initiates include new cold outlet creation, improvements in
market execution and availability and affordable packaging.
Streamlining Initiatives
During the first quarter of 2004, the Company initiated steps to streamline
and simplify its operations, primarily in North America and Germany.
In North America, the Company is integrating the operations of its three
separate North American business units - Coca-Cola
Erfrischungsgetraenke AG (CCEAG) is taking steps to improve its
efficiency in sales, distribution and manufacturing.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
17
A 100 YEARS OF THE CURVY GLASS BOTTLE
OF COCA-COLA
Coca-Cola Company marks a mile stone on Wednesday, 24th March
1899 Chattanooga; Tenn where its first bottling plant was started 100
year ago by two men struck one of the most lucrative business deals in
US history. Joseph Whitehead and Benjamin Thomas offered Coca-Cola
Company owner Asia Candler a dollar for the right to bottle soft drinks in
1899. Today I billion soft drinks are sold each day in more than 200
countries around the world.
Candler had purchase what would become the Cola Company for $2,300
eight years earlier from John Pemberton, an Atlanta Phamacist who
astonished the world. Candler thought the bottling Venture would never
succeed, but he signed the contract with White Head And Thomas and
way, "and the rest is history", Bob Lovell, vice president of marketing for
Coca-Cola bottling company, United Inc., said in telephone interview
from Chattanooga.
Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a
Pineapple beverages, from bottles while he was stationed in Cuba during
Spanish American War. When he returned to Chattanooga, he decided to
pitch the idea of bottle soft drinks to coke, which was then sold only as a
fountain beverage.
"It occurred to him that Coca-Cola in bottles would be very popular",
Lovell said, "Mr. Candler did not see any future in it because the
containers were not sound, but that's how it all came about. "Thomas and
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
19
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
21
another in Atlanta in 1900. The unique taste of cola was an outstanding
success. Over the next two decade the number of plants crossed 1000. In
a bit to difference the prodect, the company adopted 6.5 ounce, pale green
countor bottle designed by the root glass company of Terri Haute,
Indiana. Today it is an intrinsic part of the brand.
The company broadened its horizons when Robert Woodruff the son of a
banker who acquired to Company for $25 million in 1919, assumed
charge in 1923. He began by ungrading bottling operations, brought in
innovations like a six-bottle carry home carton, and gear up advertising
support. It was under Wood Ruff that the brand. Known affectionately as
coke by now associated it self with sportive events. By the early 1940's
the brand was selling as the "real thing" to set it self apart from "me to"
cola's.
As a time went by the company brought out some new aerated drinks.
The first one "Fanta" appeared in the selves in 1960.
Its birth was an accident, the company's German name is an attempt to
produce Coca-Cola without some key ingredients, turned out into an
orange flavored drink instead. its strategists who feared the dependence
on just one put a cap on growth welcomed it. While Fanta was being
rolled out the company bought minute made cosrp. Which in 1967 was
combined with Duncan foods to pave way for the Coca-Cola foods.
Several beverages followed the most notable being 'sprite', a lemon drink
developed in the late 1950 and formally launched in 1961.
Coca-Cola had diversified the company into businesses and it even had a
steam generator and boi8ler making division. Robert C Goizueta, Cuban
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
23
The Coca - Cola Company
The Coca - Cola Company is the world's largest beverage company.
Along with Coca - Cola, recognized as the world's best - known brand,
The Coca - Cola Company markets four of the world's top five soft drink
brands, including diet Coke, Fanta and Sprite, and a wide range of other
beverages, including diet and light soft drinks, waters, juices and juice
drinks, teas, coffees and sports drinks. Though the world's largest
distribution system, consumers in more than 200 countries enjoy The
Coca - Cola Company's products at a rate exceeding 1 billion servings
each day. For more information about the Coca - Cola Company, please
visit our website at http: // www. coca- cola.com/.
Forward - Looking Statements
This press release may contain statements, estimates or projections that
constitute "forward - looking statements" as defined under U.S. federal
securities laws. Generally, the words "believe," "expect," "intend,"
"estimate," "anticipate," "Project," "will" and similar expressions identify
forward - looking statements, which generally are not historical in nature.
Forward - looking statements are subject to certain risks and uncertainties
that could cause actual results to differ materially from The Coca - Cola
Company's historical experience and our present expectations or
projections. These risks include, but are not limited to, changes in
economic and political conditions, changes in the non - alcoholic
beverages business environment, including actions of competitors and
changes in consumer preferences; product boycotts; foreign currency and
interest rate fluctuations; adverse weather conditions; the effectiveness of
our advertising and marketing programs; fluctuations in the cost and
availability of raw materials; our ability to achieve earnings forecasts;
regulatory and legal changes; our ability to penetrate developing and
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
25
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
27
Where,
R.G.M. : Regional General Manager
A.G.M. : Area General Manager
I.SM. : Information System Manager
F.M. : Finance Manager
S.M. : Sales Manager
P.M. : Production Manager
H.R.M. : Human Resource Manager
A.S.M. : Area Sales Manager
M.O.E. : Marketing Operation Executive
C.D.E. : Cold Drink Executive
S.E. : Sales Executive
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
29
PRODUCT PROFILE OF Coca-Cola
The product range of the coke has listed brands:
Coke : 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt
Thumps UP: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Limca: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Fanta: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Sprite: 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt.
Mazza: 250 ml, Tetra Pack
Diet Coke: 330ml, 1.5 lt, 2lt.
Kn. Soda: 300ml, 500ml,
Kn. Water: 500ml, 1lt, 2lt,
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
31
The 360 degree marketing communication plan for the brand will involve
road shows including extensive experiential sampling sessions in
markets, offices, malls and colleges.
Further, a TV commercial featuring Genelia and the ‘Go Bite’
proposition of the Fanta Apple brand will be aired starting first week of
November, 2008 on all the leading channels in the south. The entire brand
campaign has been developed and executed by Ogilvy & Mather, Delhi.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
33
A
A
Ready Syrup
Ready Syrup T.T. Water CO2++
Soft Drink is Ready
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
35
(Prefinal Wash)
Final Wash
Clean Bottles
(Washing Soft Water)
Clean Bottles Clean Bottles+
Bottled Soft Drink
Clean Bottles
Printing Date and Price
Third Light Inspection
The Soft Drink is Ready FINAL PRODUCT
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
37
COCA-COLA ANCHOR BOTTLERS
One of the driving forces behind coke's bottling system are that is
anchored by 10 strategically signed business partners of the Coca-Cola
Company, the anchor bottlers.
Anchor bottlers are a group of select companies throughout the Coca-
Cola system that are distinguished by-
 A pursuit of the same strategies aims as the Coca-Cola Company in
the development of the non-alcoholic beverage business.
 A commitment to long term growth.
 Equity position by the Coca-Cola system.
 Service to a large, geographically divers area.
 Sufficient financial resources to make long -term investments.
 Management expertise and depth.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
39
MARKET PLACE
More than a billion times everyday, thirsty people around the world reach
for Coca-Cola products for refreshment. They deserve the highest quality-
every time. Our promise to deliver that quality is the most important
promise we make. And it involves a worldwide, yet distinctively local,
network of bottling partners, suppliers, distributors and retailers whose
success is paramount to our own. Our investment in local communities in
over 200 countries totals billions of dollars in jobs, facilities, marketing,
the purchase of local goods and services, ands local business partnerships,
always and everywhere, we pursue continuous innovation in the products
we offer, the processes we use to make them, the packages we develop
and the ways we bring them to market.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
41
COMPETITOR
The biggest and perhaps the only serious for the coca-cola
worldwide has an already been Pepsi. In India, as per as the Cola segment
is concerned the with the biggest competition to coke comes from its
brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was the leading
brand of Parley product, was acquired by Coca-Cola just over a year ago
to bolster its market share in India. Today, Thums-up along with coke,
the leading brand of the Coca-Cola Company, other still competition to
Pepsi, which despite this stiff competition is still by far the single most
popular Cola drink in India
With both the companies being backed fully by the parent concerns
based in the united state, the fight to become the dominant player in the
huge Indian Soft drink market continues unabated. Aggressive ad
campaign's, sale-promotion, schemes for retailers are just some of the
strategies being adopted by the two companies to outwit each other and
grab and large share of the market.
In the Cola segment, which occupies by far the largest chunk of the
soft drink market in India, the market share of Coke is 60%while the
market share of Thums-up is 32.16%. The market share of Coke in this
Cola Segment is 27.84%. The remaining market share is occupied by the
other brands, which constitute about 14% of the Cola market share.
So Coca-Cola with its two brand clubbed together i.e. Thums-up +
Coke occupies a combined market share of 60% (32.16% + 27.84%)
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
43
PEPSI PROFILE
Pepsi Co. Inc. was founded in the year 1965. Major products of the new
company are Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered the
Indian market in 1992 and now is the market leader with a market share
of 26.5 percent in the cola segment. Pepsi is in between the two of it's
closet competitors as far as marketing strategies are concerned. Pepsi is
an international drink with Indian imagery in it's communication
Traditional focus of Pepsi has been on the early teenager with a gender
skew more to the female.
Pepsi is by far the more aggressive player in the market. With in your
face advertising continuous event marketing targeting the new generation
and eye catching merchandising. It's got its selling strategy well mapped
out.
The company has always been innovating it's ad campaigns which has
helped the company to get top of the mind recall. From "The choice of
the new generation" to the "Freedom" campaign the company has been
able to Indianise the brand. With the help of promotional schemes Pepsi
has managed to keep the brand alive and has not let it become old. During
1995 the total ad spent by the company was Rs. 6.98 crore only on
television Pepsi has set aside Rs. 8 crore for its advertising programme in
the run up to and during the cricket world cup.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
45
fetch the bigger portion of aerated soft drink market. Both consider India
a huge potential market, as per capita consumption here is a mere 3
serving annually against the world average of 80. Therefore, they are
putting in their best efforts to woo the Indian consumer who has to work
for 1.5 hours to buy a bottle of soft drink. In comparison to the
international norms minutes, a major hurdle to cross over for both the
athletes for getting No. 1 position comparison tot he inter. Coca-Cola is
well set with its 53 bottling sites through out the country giving tit an
edge over competition by processing a well-built bottling and distribution
set-up. On the other hand, Pepsi, with two more years in India, has been
able to set an image of a winner in India and has been able to get the
pulse of the India soft drink market. The soft drink giants are leaving on
stone unturned and her for the long terms.
Coca-Cola has been penetrating the market through its wide product
range with a determination to change consumption pattern of soft drink in
India. Firstly, they upgraded the whole industry by introduction 300 ml
bottles, which in turn had given the industry a booming growth of 20% as
compared to the earlier 5%. They want to develop a coca culture here and
are working on a strategy to offer soft drink in every possible package. In
Coca-Cola camp, the idea of competition has not come from Pepsi, but
from the other beverages such as tea, coffee, Nimbu Pani, water etc. Pepsi
is quite aggressive in its approach to Indian Consumer. They are
desperately working on the strategy to be winners in the hot cola war
between two big barons. According to Pepsi philosophy, it's the madness
that encourages executive to think, to conjure up those creative tactics to
knock the fizz out their competition. Pepsi had plumbed a large on the
visibility of its blue red and white logo. They have been going with
aggressive marketing by putting Sachin Tendulkar, Akshay Kumar and
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
47
MAIN COMPETITORS
COCA-COLA V/s PEPSI
Coca-Cola Pepsi
Total Investment in India Rs. 250 Crores Rs. 500 Crores
New Investments Rs. 2400 Crores Rs. 300 Crores
Number of Employee 140 2400
Number of owned bottling Plants 9 11
Number of Franchisees 54 15
Number of Fountain 1500 4000
Total Investment by bottlers Rs. 125 Crores Nil
New Plants Planned Nil 6
Overall volume of Coca-Cola products have increased by 40% whereas
the industry growth rate is 20%. Last year total sale of soft drink Industry
in India was approximately 170 million crates. Out of these around 60%
was of Cola and other 40% was of non-Cola Brands.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
49
MARKETING MIX
Prof. Neil H Barden defines marketing mix as 'the appointment of effort,
the combination, the designing and integration of the elements of the
marketing into a programme of mix which will best achieve the objective
of the enterprise at the give time."
Marketing mix is the set of marketing tools that the firm uses to pursue its
marketing objective of in the target market. The marketing problems are
analyzed:
1. By utilizing the important forces emanating from the marketing
operation of an enterprise.
2. By adopting producer & for an efficient marketing programme.
ELEMENTS OF MARKETING MIX
The marketing mix denotes a combination of various elements
which in their totally constitute affirms marketing system. McCarthy
popularized a four factor classification of the se tools called the four P"s,
product, price, place promotion.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
51
 Inventory
 Transports
PROMOTION
 Sales promotion
 Advertisement
 Sales Forces
 Public relations
 Direct marketing
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
53
DISTRIBUTION IN THE COCA-COLA SYSTEM
Getting Products to Market
One of the value of the coca-cola system is presence that coca-cola
should exist everywhere. In the words of former CEO-India operations -
Richard Nichoilas, "Our goal is to have coke available within an
arm's reach of desire". To fulfill this gool, coca-cola not only produces
products, but also has an effective systems to distribute them all over
India.
Distribution
Distribution Sales + Delivery + Merchandising + Local Account
Managemetn.
Distribution of Coke's products includes the activities of sales, delivery
merchandizing and local accounts management. These are two major
types of distribution systems.
(i) Direct and Indirect
In direct distribution, the bottler partner direct control over the
activities of sales, delivery, merchandizing and local account
management.
In indirect distribution, an organization which is not a part of the
coca-cola system has control of one or more of the distribution
elements (Sales, Merchandizing and local accounts managements).
With Direct distribution there are two types of sales:-
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
55
 Post Mix / Pre Mix
India's Relationship with Coca-Cola
Just after independence, the Maharaja of Patiala oversaw his coca-Cola-
Cola hoarding from his huge, ornate palace, Coca-Cola export
representative Frank Harrold, was awed by the Maharaja's opulent life
style. In 1993 after Coca-Cola returned to India after a 16 years absence
(beorge Fernandes threw the company out of the country in 1977 on the
pre text that it had refuse to divalge its formula to Indian officials), CEO
of the Coca-Cola Company, Robesto boirueta "Salivated over a virtually
untapped market of 840 million people".
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
57
Availability
Some of the way sin which the Coca-Cola Company hopes to increase
availability of its product include improved or innovative packaging,
dispensing systems, distributions system, marketing.
Affordability
The ways to address affordability include pricing decisions, as well as
resource management. To make its product available at a price affordable
to the consumer. Continually processes more efficient and therefore more
cost-effective.
Acceptability
Making coca-Cola brand products the beverage choice for any occasion's
depends on a variety of strategies to reach the target audience. The
common strategies adopted to effect acceptability were though
sponsorships, promotion youth market activities, community programs,
and other activates.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
59
E: Engineering:
Engineering is a branch of science under which a given task can be
performed efficiently with the help of knowledge and techniques in a
short duration by employing less money.
C: Communication:
Communication simply means the exchange of ideas, which flows
between two or more persons as well as from one place to an other place.
T: Techniques:
Techniques is a simply an art of performing a task the project should be
finished with different techniques of works.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
61
OBJECTIVE OF THE PROJECT REPORT
 To analysis the sales of coca cola.
 To study the position of diet coke in the market.
 To comparative study between fenta apple, diet coke and
pepsi cane.
 To create Brand awareness of Amount People.
 To know the factor effecting the sale.
 To find out the needs and wants of consumer.
 To find out the complains of the coca-cola products.
"Change is the only thing which is const
As rightly said by the someone body. The far - reaching and
pervasive changes in the business environment necessitate &
strategic thinking on the part of liberalization & privatization of
economy is now thrown open to heavy competition from the
private & public companies. It has only recently upon itself a
mission to change far better services. With the opening of the
different companies have tuff a head to maintain it's reputation
as the number one company. Thus to maintain it's service
quality, it needs to continually monitors its customers it's
customers needs & preferences & attitude towards the company.
So, the advertisement plays an important role the buying
behaviors of the customers.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
63
ADVERTISING OBJECTIVES
Advertising is a form of promotion, like a promotion, the objectives of
advertising is exposure, attention, comprehension, attitude change, and
behavior and action. As in the case of all promotion, advertising objective
should be specific. This requires that the target consumers should be
specifically identified and that the effect which advertising is intended to
have upon the consumer should be clearly indicated.
The objectives of advertising were traditionally stated in term of direct
sales goals. A better approach however is to view advertising as having
communications objectives that seek to inform, persuade and remind
potential customers of the worthwhile ness to the product. Advertising
seeks to condition the consumer so that she may have a favorable reaction
to the promotional, message. The goal is to improve the likelihood of the
customer buying the particular product. In this sense advertising is an
excellent example of the close relationship that exists between marketing
communication and promotional strategy.
Advertising objectives serve as guidelines for the planning and
implementation of the entire advertising programmed.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
65
WHAT ADVERTISING IS NOT: ACTIVITIES
EXCLUDED FROM IT-
 Advertising is not an exact science. An advertiser circumstances
are never identical with those of another he cannot predict with
accuracy what results his future advertising efforts will produce.
 Advertising is not a game because if advertising is done properly
both the buyer and the seller benefit from it.
 Advertising is not a toy. Advertising cannot afford to play with
advertising. They realize that advertising funds come form sales
revenue and must be used to increase sales revenue.
 Advertising is not designed to deceive. Apart from ethics, the
desire and hope for repeat sales insures a high degree of honesty in
advertising.
 The activities excluded from advertising include the offering of
premiums to stimulate the sale of product: the use of exhibitions
and demonstrations at fairs, show, and conventions: the use of
samples and the so-called publicity activities, involving news
releases and the activities of personal; selling forces: the payment
of advertising allowances which are not used for advertising the
entertainment of customers etc.
 Though these activities are not identified as advertising they all
have some economic objective of stimulating sales.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
67
ADVERTISING INCLUDES THE FOLLOWING
FORMS OF MESSAGES
The message carried in newspapers and magazines; on outdoor boards; on
streetcars, and poster, on roads; on radio and television broadcasts; and in
circular of all kinds, whether distributed by mail, by person, through
tradesmen or by inserts in package; dealer help materials; window display
and counter-display materials and efforts; store signs, motion pictures
used for advertising and novelties bearing advertising messages or the4
signature.
It was descriptive Project design, the study conducted was exploratory.
The method used was survey.
Sample size:
The sample size for the Project was 100. The breakup of the sample size
was done depending upon the requirement.
Method of Data Collection
Instrument used
The instrument used to gain the response of the customers was a
structured questionnaire the questionnaire conducted both closed and
open ended question. The questionnaire design was carefully developed.
Analysis and finding:
Simple mathematical percentage method was used to analyses the
responses of the sample.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
69
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
71
Information Required:
 Information regarding services provided.
Type of Project:
PROJECT METHODOLOGY
PROJECT METHODOLOGY
PROJECT DESIGN data and collection method
FIELDWORK
analysis and interpretation
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
73
RESEARCH
Research in common partance refers to a search for knowledge.
One can also define research as a scientific and systematic search for
pertinent information on a specific topic.
Systematized efforts to gain new knowledge. Can called research
process.
According to differed Woody research comprises defining and redefining
problems, formulating hypothesis or suggested solutions, collecting
organizing and evaluating data making deductions and reaching
conclusions and at last carefully testing the conclusions to determine
whether they fit the formulating hypothesis.
TYPES OF RESEARCH:
The Basic Types of Research Are as Follows:
1. Descriptive vs. Analytical: Descriptive research includes survey and
fact-finding equines of different kinds. The major purpose of
descriptive research is discretion of ten states of affairs, as it exists at
present. In social science and business research studies. The main
characteristic of the method is that the are searcher has no control over
the variables. He can only report what has happened or what is
happening. Most exposit factor research projects are used for
descriptive studies in which the researcher seeks to measure such
items.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
75
discovering the underlying motives and desires, using in depth interviews
for the purpose. Other techniques of such research are word association
tests, sentence completion tests, story completion tests and similar other
projective techniques. Attitude or opinion research i.e. research designed
to find out how people feel or what they think about a particular subject
or institution is also qualtitative research. Qualitative research is specially
important in the behavioural sciences where the aim is to discover the
underlying motives of human behaviour. Through such research we can
analyse the various factors which motivate people to behave in a
particular manner or which make people like or dislike a particular thing.
It may be stated, however, that to apply qualitative research in practice is
relatively a difficulty job and therefore, while doing such research, one
should seek guidance from experimental psychologists.
Sample Units:
Two of the Number one brands in India namely brands Coca Cola and
Escorts Yamaha, respectively, were chosen on the basis of their market
shares. These two industries were chosen on the basis of the usage of the
products, as the usage of FMCG's and Consumer Durable high and is
noticeable. Moreover two different industries were also chosen keeping in
mind objective of the Study.
Sample Design:
Non-probability sampling was resorted to and the methods used is
Convenience sampling and Judgment sampling.
Sample Design:
The total sample size is 120 which includes consumers of all the four
brands, retailers of Pepsi & Coca Cola.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
77
DATA COLLECTION
There are two types of data;
1. Primary data
2. Secondary data
Primary Data:
Primary data are those, which are collected afresh, and for the first time.
in this Project work Projector has collected only primary data. The
primary data has been collected through survey method.
Secondary Data:
Secondary data are those already been collected by someone else and
which have been passed through the statistical process. Secondary data
may be published or unpublished data like from newspaper, books,
journals, government records, company's record, and public.
PROJECT AREA
For the completion of my Project report Ghaziabad was allotted to me for
my Project report work. I have completed all the tasks in Ghaziabad.
Ghaziabad is a big city. The name of places of Ghaziabad where I meet to
the different customers.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
79
DO YOU TAKE COLD DRINKS
YES NO
92 8
Out of 100 RESPONDENTS 92 TAKE COLD
DRINK
92
8
0
10
20
30
40
50
60
70
80
90
100
1 2
2-D Column 1
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
81
FLAVOUR, DO YOU PREFER
COLA ORANGE LEMON PLAIN SODA FRUIT DRINK
45 20 10 15 10
OUT OF 100 RESPONDENTS, 45 TAKE COLA, 20
TAKES ORANGE, 10 TAKES LEMON, 15 TAKES PLAIN
SODA, 10 FRUIT DRINK.
45
20
10
15
10
0
5
10
15
20
25
30
35
40
45
50
COLA ORANGE LEMON PLAIN
SODA
FRUIT
DRINK
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
83
WHICH FACTOR INFLUENCES WHILE
CHOOSINGA COLD DRINK
CHILDNESS PACKING FLAVOUR TASTE ANY
OTHERS
15 5 30 45 5
OUT OF 100 RESPONDENTS 45 INFLUENCES BY
TASTE AND 30 BY FLAVOUR
15
5
30
45
5
0
5
10
15
20
25
30
35
40
45
50
CHILDNESS PACKING FLAVOUR TASTE ANY OTHERS
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
85
WHAT IS YOUR PREFERRED PACKING
AVAILABILITY NO. OF REPONDENTS
200ML 30
300 ML 23
500ML 10
1 LTR. 5
1.5 LTR. 10
2 LTR. 15
FOUNTAIN 2
CAN 5
OUT OF 100 RESPONDENTS 30 PREFER 200ML
30
23
10
5
10
15
2
5
0
5
10
15
20
25
30
35
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
87
SWOT ANALYSIS
STRENGTHS
 Coke Company has a good market reputation and a strong
distribution network.
 Coke is having a multi brand strategy ad is looking for a great
volume opportunity in India.
 Coke is presently no. 1 player in Indian Carbonated soft drinks
market.
 Coke was born 11 year before Pepsi (in 1987) ad a century later
still maintains that pioneering least.
 Pepsi and coke both have good brand image.
WEAKNESS
 Coke has less no. of retailers
 Less force - it has less no. Have owned bottling plant.
 It has not planned for setting up of any new plants where their
competitor has planned to set up several new plants.
OPPORTUNITY
 A rapidly growing market, which is expanding @ 205 every year.
 It can take the market very well with the new investment of Rs.
2400 corers.
 It can give a big jerk to its major competitor Pepsi it can increase
its number of fountain to a sizeable amount.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
89
1.
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
91
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
93
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
95
CONCLUSION
In the end I would like to conclude that this route ride was a
great learning experience for me, in which I learned about
the marketing skills and strategic applied in the market for
sale of a product and marinating the company standards in
the competitive market conditions.
After going thick on the things, now time is to makes a
complete picture. Marketer needs to use advertising and
brand building strategies to address the discerning buyers
and retail push to in different buyers. The manufacturer
should understand consumer behaviour because retailers
can't help quality and price. It is only upto manufacturers to
deliver what the consumers want. I need to stress on it
because 61% consumer said it is demand they sell coca-cola
39% agree that at retail shop it is brand popularity, which
determine the purchase of biscuit.
The is a grater needs to understand the consumer behaviour
considering them as a team; working for the company may
help them to be attached to the company. There should be a
feeling of belonging to the company in inner of the
consumer. Setting values club for consumer so that they may
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
97
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
99
 Batra Rajeev & John G. Myers & David A. AAKER;
Prentice Hall, 5th Ed. 2003.
 Kothari C.R. Research Methodology; Method &
Techniques, Wishwa Prakashan, New Delhi, 2nd Ed.
MAGAZINES:
 Business To-day (Weekly), July 2012
 Business Word (Weekly), August 2012
 The Managers (Monthly), August 2012
 The Week (Weekly), July 2012
WEBSITES:
 www.coca-cola.com
 www.google.com
 www.pepsiworld.com
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA
101
6. Which is your preferred Packing
(a) 200 ml
(b)300ml
(c) 500ml
(d)1Ltr.
(e) 1.5 Ltr.
(f) 2 Ltr.
(g)Fountain
(h)Can
7. How many times do you take in a week?
a. Almost everyday
b. Twice a Week
c. Thrice a Week
d. Once
e. Not regular
8. If, yes by which media you came to know about this?
(a) T.V ads (b) Print media (c) Retailers
(d) hoarding (e) Any other media
9. Why do you prefer a particular brand of cold drink?
---------------------------------------------------------------------------------
--------------------------------------------------------------------------------
Name: _____________________________________________________
Age: 15-20 21-24 25-35 35 and above
Family Income: ___________________________________________
Occupation: ________________________________________________
Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com
-ServicesbyNiRm
AL
PaLA

More Related Content

What's hot (20)

Pepsi project
Pepsi projectPepsi project
Pepsi project
 
PESTEL ON COCA COLA
PESTEL ON COCA COLAPESTEL ON COCA COLA
PESTEL ON COCA COLA
 
Marketing failure # 1 - New coke (Coca Cola)
Marketing failure # 1 - New coke (Coca Cola)Marketing failure # 1 - New coke (Coca Cola)
Marketing failure # 1 - New coke (Coca Cola)
 
project on coca cola
project on coca colaproject on coca cola
project on coca cola
 
Comparative Analysis Coca-Cola Vs Pepsi
Comparative Analysis Coca-Cola Vs PepsiComparative Analysis Coca-Cola Vs Pepsi
Comparative Analysis Coca-Cola Vs Pepsi
 
Coca cola
Coca colaCoca cola
Coca cola
 
Coca cola presentation
Coca cola presentationCoca cola presentation
Coca cola presentation
 
Pepsi Presentation
Pepsi PresentationPepsi Presentation
Pepsi Presentation
 
Coca cola
Coca colaCoca cola
Coca cola
 
Coke
CokeCoke
Coke
 
Marketing Strategy
Marketing StrategyMarketing Strategy
Marketing Strategy
 
7 P's of Marketing of Coca Cola
7 P's of Marketing of Coca Cola7 P's of Marketing of Coca Cola
7 P's of Marketing of Coca Cola
 
Pepsi marketing management
Pepsi   marketing managementPepsi   marketing management
Pepsi marketing management
 
Coca cola
Coca colaCoca cola
Coca cola
 
Segmentation, Targeting & Positioning of Coca-Cola
Segmentation, Targeting & Positioning of Coca-ColaSegmentation, Targeting & Positioning of Coca-Cola
Segmentation, Targeting & Positioning of Coca-Cola
 
Presentation on cocacola
Presentation on cocacolaPresentation on cocacola
Presentation on cocacola
 
Marketing strategy of Coca-Cola
Marketing strategy of Coca-ColaMarketing strategy of Coca-Cola
Marketing strategy of Coca-Cola
 
Coca Cola
Coca ColaCoca Cola
Coca Cola
 
Coca-Cola Vs Pepsi
Coca-Cola Vs PepsiCoca-Cola Vs Pepsi
Coca-Cola Vs Pepsi
 
Coca Cola STP
Coca Cola STPCoca Cola STP
Coca Cola STP
 

Viewers also liked

Marketing Analysis of Coke(Coca cola)
Marketing Analysis of Coke(Coca cola)Marketing Analysis of Coke(Coca cola)
Marketing Analysis of Coke(Coca cola)home
 
Project report on coca cola marketing mix
Project report on coca cola marketing mixProject report on coca cola marketing mix
Project report on coca cola marketing mixNIRMAL PALA
 
Project on marketing strategies of coca cola
Project on marketing strategies of coca colaProject on marketing strategies of coca cola
Project on marketing strategies of coca colaProjects Kart
 
Coca-cola company project report MBA 1st year
Coca-cola company project report MBA 1st yearCoca-cola company project report MBA 1st year
Coca-cola company project report MBA 1st yearhasnain2
 
A project report on comparative analysis of marketing strategies of vodafone ...
A project report on comparative analysis of marketing strategies of vodafone ...A project report on comparative analysis of marketing strategies of vodafone ...
A project report on comparative analysis of marketing strategies of vodafone ...Projects Kart
 
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks ProductA Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks ProductSanthosh Madheswaran
 
Little prince presentation
Little prince presentationLittle prince presentation
Little prince presentationpjd24
 
XII Marketing Project Work
XII Marketing Project WorkXII Marketing Project Work
XII Marketing Project WorkRahil Jain
 
Market & demand analysis
Market & demand analysisMarket & demand analysis
Market & demand analysisKiran Shinde
 
A Study on Consumers' Preference Towards Soft Drink Products
A Study on Consumers' Preference Towards Soft Drink ProductsA Study on Consumers' Preference Towards Soft Drink Products
A Study on Consumers' Preference Towards Soft Drink ProductsSanthosh Madheswaran
 
A project report on marketing strategy of yamaha products
A project report on marketing strategy of yamaha productsA project report on marketing strategy of yamaha products
A project report on marketing strategy of yamaha productsProjects Kart
 
A project report on yamaha superbikes for yamaha motor india pvt.ltd.
A project report on yamaha superbikes for yamaha motor india pvt.ltd.A project report on yamaha superbikes for yamaha motor india pvt.ltd.
A project report on yamaha superbikes for yamaha motor india pvt.ltd.Projects Kart
 
A project report on comparative study of bajaj and hero honda
A project report on comparative study of bajaj and hero hondaA project report on comparative study of bajaj and hero honda
A project report on comparative study of bajaj and hero hondaProjects Kart
 
A project report on Chocolate
A project report on ChocolateA project report on Chocolate
A project report on ChocolateAnjali Singh
 
Market Research on Coca-Cola Vs. Pepsi
Market Research on Coca-Cola Vs. Pepsi Market Research on Coca-Cola Vs. Pepsi
Market Research on Coca-Cola Vs. Pepsi Dushyant Singh
 
The White Legacy: Vis's Bachelor Challenge, Day 5
The White Legacy: Vis's Bachelor Challenge, Day 5The White Legacy: Vis's Bachelor Challenge, Day 5
The White Legacy: Vis's Bachelor Challenge, Day 5Keika20
 
The White Legacy--Generation 3, Chapter 5
The White Legacy--Generation 3, Chapter 5The White Legacy--Generation 3, Chapter 5
The White Legacy--Generation 3, Chapter 5Keika20
 
The White Legacy--Generation 8, Chapter 4
The White Legacy--Generation 8, Chapter 4The White Legacy--Generation 8, Chapter 4
The White Legacy--Generation 8, Chapter 4Keika20
 

Viewers also liked (20)

Marketing Analysis of Coke(Coca cola)
Marketing Analysis of Coke(Coca cola)Marketing Analysis of Coke(Coca cola)
Marketing Analysis of Coke(Coca cola)
 
project-of-coca-cola
project-of-coca-colaproject-of-coca-cola
project-of-coca-cola
 
Project report on coca cola marketing mix
Project report on coca cola marketing mixProject report on coca cola marketing mix
Project report on coca cola marketing mix
 
Project on marketing strategies of coca cola
Project on marketing strategies of coca colaProject on marketing strategies of coca cola
Project on marketing strategies of coca cola
 
Coca-cola company project report MBA 1st year
Coca-cola company project report MBA 1st yearCoca-cola company project report MBA 1st year
Coca-cola company project report MBA 1st year
 
A project report on comparative analysis of marketing strategies of vodafone ...
A project report on comparative analysis of marketing strategies of vodafone ...A project report on comparative analysis of marketing strategies of vodafone ...
A project report on comparative analysis of marketing strategies of vodafone ...
 
A Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks ProductA Study on Consumers' Preference Towards Soft Drinks Product
A Study on Consumers' Preference Towards Soft Drinks Product
 
Little prince presentation
Little prince presentationLittle prince presentation
Little prince presentation
 
XII Marketing Project Work
XII Marketing Project WorkXII Marketing Project Work
XII Marketing Project Work
 
Market & demand analysis
Market & demand analysisMarket & demand analysis
Market & demand analysis
 
Coke SURVEY STUDY
Coke SURVEY STUDYCoke SURVEY STUDY
Coke SURVEY STUDY
 
A Study on Consumers' Preference Towards Soft Drink Products
A Study on Consumers' Preference Towards Soft Drink ProductsA Study on Consumers' Preference Towards Soft Drink Products
A Study on Consumers' Preference Towards Soft Drink Products
 
A project report on marketing strategy of yamaha products
A project report on marketing strategy of yamaha productsA project report on marketing strategy of yamaha products
A project report on marketing strategy of yamaha products
 
A project report on yamaha superbikes for yamaha motor india pvt.ltd.
A project report on yamaha superbikes for yamaha motor india pvt.ltd.A project report on yamaha superbikes for yamaha motor india pvt.ltd.
A project report on yamaha superbikes for yamaha motor india pvt.ltd.
 
A project report on comparative study of bajaj and hero honda
A project report on comparative study of bajaj and hero hondaA project report on comparative study of bajaj and hero honda
A project report on comparative study of bajaj and hero honda
 
A project report on Chocolate
A project report on ChocolateA project report on Chocolate
A project report on Chocolate
 
Market Research on Coca-Cola Vs. Pepsi
Market Research on Coca-Cola Vs. Pepsi Market Research on Coca-Cola Vs. Pepsi
Market Research on Coca-Cola Vs. Pepsi
 
The White Legacy: Vis's Bachelor Challenge, Day 5
The White Legacy: Vis's Bachelor Challenge, Day 5The White Legacy: Vis's Bachelor Challenge, Day 5
The White Legacy: Vis's Bachelor Challenge, Day 5
 
The White Legacy--Generation 3, Chapter 5
The White Legacy--Generation 3, Chapter 5The White Legacy--Generation 3, Chapter 5
The White Legacy--Generation 3, Chapter 5
 
The White Legacy--Generation 8, Chapter 4
The White Legacy--Generation 8, Chapter 4The White Legacy--Generation 8, Chapter 4
The White Legacy--Generation 8, Chapter 4
 

Similar to Project report on marketing analysis of coca cola by nirmal pala

Strategic human resource management at COCA COLA BEVERAGES PAKISTAN LIMITED
Strategic human resource management at COCA COLA BEVERAGES PAKISTAN LIMITED Strategic human resource management at COCA COLA BEVERAGES PAKISTAN LIMITED
Strategic human resource management at COCA COLA BEVERAGES PAKISTAN LIMITED saad ali
 
review Coca cola company
 review Coca cola company review Coca cola company
review Coca cola companyMahmudur Rahman
 
Strategic management project report finallllllllllllllllllll
Strategic management project report finallllllllllllllllllllStrategic management project report finallllllllllllllllllll
Strategic management project report finallllllllllllllllllllsaad ali
 
Audit Risk Analysis of the Coca-Cola Company
Audit Risk Analysis of the Coca-Cola CompanyAudit Risk Analysis of the Coca-Cola Company
Audit Risk Analysis of the Coca-Cola CompanyLincoln Md Moniruzzaman
 
Coca Cola Marketing Plan
Coca Cola Marketing PlanCoca Cola Marketing Plan
Coca Cola Marketing Planvanessalyle19
 
Coca Cola Marketing Plan
Coca Cola Marketing PlanCoca Cola Marketing Plan
Coca Cola Marketing Planvanessalyle19
 
COCA COLA Channel Management Report
COCA COLA Channel Management ReportCOCA COLA Channel Management Report
COCA COLA Channel Management ReportFurqan Aslam
 
FInal.pptx
FInal.pptxFInal.pptx
FInal.pptxVaanAnh2
 
Marketing plan for coca cola company by TUF students
Marketing plan for coca cola company by TUF studentsMarketing plan for coca cola company by TUF students
Marketing plan for coca cola company by TUF studentsNoor Afzal
 
Case Study Of The Coca Cola Company And Coca-Cola FEMA
Case Study Of The Coca Cola Company And Coca-Cola FEMACase Study Of The Coca Cola Company And Coca-Cola FEMA
Case Study Of The Coca Cola Company And Coca-Cola FEMASharon Lee
 
Marketin Plan of Crystal Cola 2016 - written by Hussain Hashimy
Marketin Plan of Crystal Cola 2016 - written by Hussain HashimyMarketin Plan of Crystal Cola 2016 - written by Hussain Hashimy
Marketin Plan of Crystal Cola 2016 - written by Hussain HashimyHussain Hashimy
 
Coca-Cola's Acquisition of Glaceau
Coca-Cola's Acquisition of GlaceauCoca-Cola's Acquisition of Glaceau
Coca-Cola's Acquisition of GlaceauAmanda Carullo
 
49045118 project-of-coca-cola-110406035123-phpapp01(4)
49045118 project-of-coca-cola-110406035123-phpapp01(4)49045118 project-of-coca-cola-110406035123-phpapp01(4)
49045118 project-of-coca-cola-110406035123-phpapp01(4)ankitamamta
 
Coca cola final project- mba- s3 -group (group a )
Coca cola    final project- mba- s3 -group  (group a )Coca cola    final project- mba- s3 -group  (group a )
Coca cola final project- mba- s3 -group (group a )Mohamed Ahmed
 

Similar to Project report on marketing analysis of coca cola by nirmal pala (20)

Strategic human resource management at COCA COLA BEVERAGES PAKISTAN LIMITED
Strategic human resource management at COCA COLA BEVERAGES PAKISTAN LIMITED Strategic human resource management at COCA COLA BEVERAGES PAKISTAN LIMITED
Strategic human resource management at COCA COLA BEVERAGES PAKISTAN LIMITED
 
review Coca cola company
 review Coca cola company review Coca cola company
review Coca cola company
 
Strategic management project report finallllllllllllllllllll
Strategic management project report finallllllllllllllllllllStrategic management project report finallllllllllllllllllll
Strategic management project report finallllllllllllllllllll
 
again
againagain
again
 
Coca Cola
Coca ColaCoca Cola
Coca Cola
 
Audit Risk Analysis of the Coca-Cola Company
Audit Risk Analysis of the Coca-Cola CompanyAudit Risk Analysis of the Coca-Cola Company
Audit Risk Analysis of the Coca-Cola Company
 
Coca Cola Marketing Plan
Coca Cola Marketing PlanCoca Cola Marketing Plan
Coca Cola Marketing Plan
 
Coca Cola Marketing Plan
Coca Cola Marketing PlanCoca Cola Marketing Plan
Coca Cola Marketing Plan
 
Marketingplan
MarketingplanMarketingplan
Marketingplan
 
COCA COLA Channel Management Report
COCA COLA Channel Management ReportCOCA COLA Channel Management Report
COCA COLA Channel Management Report
 
FInal.pptx
FInal.pptxFInal.pptx
FInal.pptx
 
Marketing plan for coca cola company by TUF students
Marketing plan for coca cola company by TUF studentsMarketing plan for coca cola company by TUF students
Marketing plan for coca cola company by TUF students
 
Case Study Of The Coca Cola Company And Coca-Cola FEMA
Case Study Of The Coca Cola Company And Coca-Cola FEMACase Study Of The Coca Cola Company And Coca-Cola FEMA
Case Study Of The Coca Cola Company And Coca-Cola FEMA
 
Cola Wars
Cola WarsCola Wars
Cola Wars
 
Marketin Plan of Crystal Cola 2016 - written by Hussain Hashimy
Marketin Plan of Crystal Cola 2016 - written by Hussain HashimyMarketin Plan of Crystal Cola 2016 - written by Hussain Hashimy
Marketin Plan of Crystal Cola 2016 - written by Hussain Hashimy
 
Coca-Cola's Acquisition of Glaceau
Coca-Cola's Acquisition of GlaceauCoca-Cola's Acquisition of Glaceau
Coca-Cola's Acquisition of Glaceau
 
Coca Cola PEST & SWOT analysis.
Coca Cola PEST & SWOT analysis.Coca Cola PEST & SWOT analysis.
Coca Cola PEST & SWOT analysis.
 
Coco proj
Coco projCoco proj
Coco proj
 
49045118 project-of-coca-cola-110406035123-phpapp01(4)
49045118 project-of-coca-cola-110406035123-phpapp01(4)49045118 project-of-coca-cola-110406035123-phpapp01(4)
49045118 project-of-coca-cola-110406035123-phpapp01(4)
 
Coca cola final project- mba- s3 -group (group a )
Coca cola    final project- mba- s3 -group  (group a )Coca cola    final project- mba- s3 -group  (group a )
Coca cola final project- mba- s3 -group (group a )
 

Recently uploaded

INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxINTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxHumphrey A Beña
 
Presentation Activity 2. Unit 3 transv.pptx
Presentation Activity 2. Unit 3 transv.pptxPresentation Activity 2. Unit 3 transv.pptx
Presentation Activity 2. Unit 3 transv.pptxRosabel UA
 
Expanded definition: technical and operational
Expanded definition: technical and operationalExpanded definition: technical and operational
Expanded definition: technical and operationalssuser3e220a
 
How to Add Barcode on PDF Report in Odoo 17
How to Add Barcode on PDF Report in Odoo 17How to Add Barcode on PDF Report in Odoo 17
How to Add Barcode on PDF Report in Odoo 17Celine George
 
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTSGRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTSJoshuaGantuangco2
 
Millenials and Fillennials (Ethical Challenge and Responses).pptx
Millenials and Fillennials (Ethical Challenge and Responses).pptxMillenials and Fillennials (Ethical Challenge and Responses).pptx
Millenials and Fillennials (Ethical Challenge and Responses).pptxJanEmmanBrigoli
 
USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...
USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...
USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...Postal Advocate Inc.
 
4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptx4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptxmary850239
 
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptxQ4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptxlancelewisportillo
 
Dust Of Snow By Robert Frost Class-X English CBSE
Dust Of Snow By Robert Frost Class-X English CBSEDust Of Snow By Robert Frost Class-X English CBSE
Dust Of Snow By Robert Frost Class-X English CBSEaurabinda banchhor
 
Transaction Management in Database Management System
Transaction Management in Database Management SystemTransaction Management in Database Management System
Transaction Management in Database Management SystemChristalin Nelson
 
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...Nguyen Thanh Tu Collection
 
THEORIES OF ORGANIZATION-PUBLIC ADMINISTRATION
THEORIES OF ORGANIZATION-PUBLIC ADMINISTRATIONTHEORIES OF ORGANIZATION-PUBLIC ADMINISTRATION
THEORIES OF ORGANIZATION-PUBLIC ADMINISTRATIONHumphrey A Beña
 
4.18.24 Movement Legacies, Reflection, and Review.pptx
4.18.24 Movement Legacies, Reflection, and Review.pptx4.18.24 Movement Legacies, Reflection, and Review.pptx
4.18.24 Movement Legacies, Reflection, and Review.pptxmary850239
 
ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...
ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...
ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...JojoEDelaCruz
 
4.16.24 Poverty and Precarity--Desmond.pptx
4.16.24 Poverty and Precarity--Desmond.pptx4.16.24 Poverty and Precarity--Desmond.pptx
4.16.24 Poverty and Precarity--Desmond.pptxmary850239
 
Active Learning Strategies (in short ALS).pdf
Active Learning Strategies (in short ALS).pdfActive Learning Strategies (in short ALS).pdf
Active Learning Strategies (in short ALS).pdfPatidar M
 
Concurrency Control in Database Management system
Concurrency Control in Database Management systemConcurrency Control in Database Management system
Concurrency Control in Database Management systemChristalin Nelson
 

Recently uploaded (20)

INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptxINTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
INTRODUCTION TO CATHOLIC CHRISTOLOGY.pptx
 
Presentation Activity 2. Unit 3 transv.pptx
Presentation Activity 2. Unit 3 transv.pptxPresentation Activity 2. Unit 3 transv.pptx
Presentation Activity 2. Unit 3 transv.pptx
 
Expanded definition: technical and operational
Expanded definition: technical and operationalExpanded definition: technical and operational
Expanded definition: technical and operational
 
How to Add Barcode on PDF Report in Odoo 17
How to Add Barcode on PDF Report in Odoo 17How to Add Barcode on PDF Report in Odoo 17
How to Add Barcode on PDF Report in Odoo 17
 
INCLUSIVE EDUCATION PRACTICES FOR TEACHERS AND TRAINERS.pptx
INCLUSIVE EDUCATION PRACTICES FOR TEACHERS AND TRAINERS.pptxINCLUSIVE EDUCATION PRACTICES FOR TEACHERS AND TRAINERS.pptx
INCLUSIVE EDUCATION PRACTICES FOR TEACHERS AND TRAINERS.pptx
 
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTSGRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
GRADE 4 - SUMMATIVE TEST QUARTER 4 ALL SUBJECTS
 
Millenials and Fillennials (Ethical Challenge and Responses).pptx
Millenials and Fillennials (Ethical Challenge and Responses).pptxMillenials and Fillennials (Ethical Challenge and Responses).pptx
Millenials and Fillennials (Ethical Challenge and Responses).pptx
 
USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...
USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...
USPS® Forced Meter Migration - How to Know if Your Postage Meter Will Soon be...
 
4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptx4.16.24 21st Century Movements for Black Lives.pptx
4.16.24 21st Century Movements for Black Lives.pptx
 
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptxQ4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
Q4-PPT-Music9_Lesson-1-Romantic-Opera.pptx
 
Paradigm shift in nursing research by RS MEHTA
Paradigm shift in nursing research by RS MEHTAParadigm shift in nursing research by RS MEHTA
Paradigm shift in nursing research by RS MEHTA
 
Dust Of Snow By Robert Frost Class-X English CBSE
Dust Of Snow By Robert Frost Class-X English CBSEDust Of Snow By Robert Frost Class-X English CBSE
Dust Of Snow By Robert Frost Class-X English CBSE
 
Transaction Management in Database Management System
Transaction Management in Database Management SystemTransaction Management in Database Management System
Transaction Management in Database Management System
 
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
HỌC TỐT TIẾNG ANH 11 THEO CHƯƠNG TRÌNH GLOBAL SUCCESS ĐÁP ÁN CHI TIẾT - CẢ NĂ...
 
THEORIES OF ORGANIZATION-PUBLIC ADMINISTRATION
THEORIES OF ORGANIZATION-PUBLIC ADMINISTRATIONTHEORIES OF ORGANIZATION-PUBLIC ADMINISTRATION
THEORIES OF ORGANIZATION-PUBLIC ADMINISTRATION
 
4.18.24 Movement Legacies, Reflection, and Review.pptx
4.18.24 Movement Legacies, Reflection, and Review.pptx4.18.24 Movement Legacies, Reflection, and Review.pptx
4.18.24 Movement Legacies, Reflection, and Review.pptx
 
ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...
ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...
ENG 5 Q4 WEEk 1 DAY 1 Restate sentences heard in one’s own words. Use appropr...
 
4.16.24 Poverty and Precarity--Desmond.pptx
4.16.24 Poverty and Precarity--Desmond.pptx4.16.24 Poverty and Precarity--Desmond.pptx
4.16.24 Poverty and Precarity--Desmond.pptx
 
Active Learning Strategies (in short ALS).pdf
Active Learning Strategies (in short ALS).pdfActive Learning Strategies (in short ALS).pdf
Active Learning Strategies (in short ALS).pdf
 
Concurrency Control in Database Management system
Concurrency Control in Database Management systemConcurrency Control in Database Management system
Concurrency Control in Database Management system
 

Project report on marketing analysis of coca cola by nirmal pala

  • 1. 1 STUDENT DECLARATION I ________________ student MBA here by declared that the research report entitled ‘Market Analysis & Sales Analysis Of New Product Of Coca – Cola With Their Competitive Brand” is completed and submitted is my original work. The imperial finding in this report is based on the data collected by me. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 2. 3 PREFACE Project studies constitute the backbone of my management education programme and help a lot to my studies market if a proper attempt is made on the part of the students of MBA who required undergo practical exposure in an industry. For the same I got opportunity to do the project on "MARKET ANALYSIS & SALES ANALYSIS OF NEW PRODUCT OF COCA – COLA WITH THEIR COMPETITIVE BRAND" This project is mainly based on in - depth study on bank's prospects and present relationship with prospective customers. I have placed in my best efforts in making this report a satisfaction but still I'll welcome any suggestion for improving the same. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 4. 7 Pepsi-Cola attacked Coca-cola before World War-II. Coca-Cola dominated the Americans soft drinks industry. Pepsi-Cola was a drink costing less to manufacturers and with a less satisfactory taste than coke. During the Second World War Pepsi and Coke, both of them enjoyed a huge sale. After the war the Pepsi sales started to fall relatively to Coke. The factors which were responsible for the decline in Pepsi sales were poor image, poor task force, poor quality control and dull packaging. It was a momentous day when Coca-Cola staged its reliance in India. Coca-Cola was relaunched again in India in Sep. 1993 at Hathras near Ghaziabad, where the first bottling facility of Coca-Cola in India was switched on. The Indian people welcomed the comeback of their most loved cola in the country with great enthusiasm and vigor. Coca-Cola market its relaunching acquiring 5 Parle Exports Ltd. Top Selling products Viz-Thums up, Sprite, Limca, Fanta, Mazza, K. Soda,Kwater,Coke. In 2000, the company opened a new bottling plant at Dasna in Ghaziabad distt. For the supply of 300 ml Bottle and 1.5 liter Bottles. This plant is more settled equipped than the plant at Najibabad. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 5. 9 and Other Intangible Assets, "and other charges/ gains. Worldwide unit case volume increased 4 percent in the first quarter, reflecting 3 percent volume growth in North America and 4 percent internationally. The beverage industry has not been immune to the week global macroeconomic environment that has impacted many business sectors. In addition to these factors, the beverage industry, including the Company, was adversely affected by short-term external factors, including a slowdown in "away from home" consumption caused by the war in Iraq, a lengthy national strike in Venezuela, a change in deposit laws in Germany, and a shift in the timing of the Easter holiday. Doug Daft, chairman and chief executive officer, said, "The results of the Coca-Cola Company are always driven by the operational, financial and brand strengths of our entire system in our markets. Given the current volatile worldwide environment, our management team has continued to carefully monitor worldwide events and respond rapidly and effectively. We have enhanced productivity and cost efficiencies. We are also targeting our resources to the markets of greatest opportunity and stability, while taking all necessary steps to protect our business in more challenging markets. "Throughout the quarter, we achieved share gains as our system successfully responded to and managed worldwide challenges and opportunities with flexibility, speed and professionalism. Looking ahead, we are confident our results will improve during the year as we move beyond the short-term external factors that impacted this quarter". Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 6. 11 OPERATIONAL HIGHLIGHS North America  Unit case growth was 3 percent for the first quarter, driven by solid performance in the Retail Division, offset by a decline in the Foodservice and Hospitality Division.  The overall industry growth was negatively impacted by the timing of the Easter holiday, poor weather conditions, and weaker traffic in restaurants, hotels and leisure channels. Despite these factors, the Coca-Cola system remained focused on local execution, resulting in growth that outpaced the total nonalcoholic ready-to-drink industry, including share position improvements in the major beverage categories.  Results during the quarter were fueled by over 2 percent growth in Trademark Coca-Cola in the Retail Division, driven by innovation and strong performance from Vanilla Coke, diet Vanilla Coke, diet Coke and the continued expansion of the Fridge Pack.  Noncarbonated beverages continued strong growth led by 22 percent growth in Dasani, 16 percent growth in Powerade and continued strong double-digit growth from Minute Maid Lemonades. Unit case volume also benefited from last year's strategic transactions involving Evain and the Danone water brands. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 7. 13 LATIN AMERICA  Unit case volume increased 5 percent in the first quarter, led by strong growth in Mexico and improving trends in Argentina, partially offset by the general strike in Veneuela.  In Venezuela, the Company's operations were shut down during the general strike that lasted throughout the month of January and most of February. As a result, operating income and equity income were negatively affected by the strike. Further, the situation reduced the Company's unit case growth rate for all of Latin America by more than I point in the first quarter. Full distribution was restored across all channels and outlets during the month of March and should continue for the remainder of the year.  Maxico unit case volume grew 14 percent in the quarter driven by strong performance from Fanta and Lift, the continued expansion of the Company's non-carbonated beverage business, the launch of the Real campaign, and the introduction of several packaging initiatives to drive system profitability. In the fast-growing water category, the Company is benefiting from natinoal marketing programs behind Ciel, the continued expansion of single-serve water packages, ad the inclusion of the Risco water brand.  In Argentina, unit case volume grew 7 percent in the first quarter, reflecting the Company's long-term strategy of investing in the country during last year's economic crisis. Further, as a result of a strong emphasis on refillable packages, brand Coca-Cola share of sales has increased 2 points versus the prior year first quarter. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 8. 15 AFRICA  Unit case volume growth of 3 percent in the quarter, cycling 11 percent growth in the first quarter of 2003.  The Southern and East Africa Division continues to generate solid growth while parts East Africa have been negatively impacted by the challenging operating environment. Despite the environment across North Africa, The Company has gained share across the region.  The Coca-Cola Real campaign has been introduced in South Africa and Nigeria and is Currently being rolled out across the rest of Africa. As a result, in Sourth Africa, Trademark Coca-Cola grew 5 percent in the quarter. In Addition, the company is continuing the introduction and expansion of juice and juice drinks and water in key markets.  Throughout Africa, the Company continues to invest and focus on business fundamentals to drive profitable volume for the system. These initiates include new cold outlet creation, improvements in market execution and availability and affordable packaging. Streamlining Initiatives During the first quarter of 2004, the Company initiated steps to streamline and simplify its operations, primarily in North America and Germany. In North America, the Company is integrating the operations of its three separate North American business units - Coca-Cola Erfrischungsgetraenke AG (CCEAG) is taking steps to improve its efficiency in sales, distribution and manufacturing. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 9. 17 A 100 YEARS OF THE CURVY GLASS BOTTLE OF COCA-COLA Coca-Cola Company marks a mile stone on Wednesday, 24th March 1899 Chattanooga; Tenn where its first bottling plant was started 100 year ago by two men struck one of the most lucrative business deals in US history. Joseph Whitehead and Benjamin Thomas offered Coca-Cola Company owner Asia Candler a dollar for the right to bottle soft drinks in 1899. Today I billion soft drinks are sold each day in more than 200 countries around the world. Candler had purchase what would become the Cola Company for $2,300 eight years earlier from John Pemberton, an Atlanta Phamacist who astonished the world. Candler thought the bottling Venture would never succeed, but he signed the contract with White Head And Thomas and way, "and the rest is history", Bob Lovell, vice president of marketing for Coca-Cola bottling company, United Inc., said in telephone interview from Chattanooga. Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a Pineapple beverages, from bottles while he was stationed in Cuba during Spanish American War. When he returned to Chattanooga, he decided to pitch the idea of bottle soft drinks to coke, which was then sold only as a fountain beverage. "It occurred to him that Coca-Cola in bottles would be very popular", Lovell said, "Mr. Candler did not see any future in it because the containers were not sound, but that's how it all came about. "Thomas and Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 11. 21 another in Atlanta in 1900. The unique taste of cola was an outstanding success. Over the next two decade the number of plants crossed 1000. In a bit to difference the prodect, the company adopted 6.5 ounce, pale green countor bottle designed by the root glass company of Terri Haute, Indiana. Today it is an intrinsic part of the brand. The company broadened its horizons when Robert Woodruff the son of a banker who acquired to Company for $25 million in 1919, assumed charge in 1923. He began by ungrading bottling operations, brought in innovations like a six-bottle carry home carton, and gear up advertising support. It was under Wood Ruff that the brand. Known affectionately as coke by now associated it self with sportive events. By the early 1940's the brand was selling as the "real thing" to set it self apart from "me to" cola's. As a time went by the company brought out some new aerated drinks. The first one "Fanta" appeared in the selves in 1960. Its birth was an accident, the company's German name is an attempt to produce Coca-Cola without some key ingredients, turned out into an orange flavored drink instead. its strategists who feared the dependence on just one put a cap on growth welcomed it. While Fanta was being rolled out the company bought minute made cosrp. Which in 1967 was combined with Duncan foods to pave way for the Coca-Cola foods. Several beverages followed the most notable being 'sprite', a lemon drink developed in the late 1950 and formally launched in 1961. Coca-Cola had diversified the company into businesses and it even had a steam generator and boi8ler making division. Robert C Goizueta, Cuban Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 12. 23 The Coca - Cola Company The Coca - Cola Company is the world's largest beverage company. Along with Coca - Cola, recognized as the world's best - known brand, The Coca - Cola Company markets four of the world's top five soft drink brands, including diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Though the world's largest distribution system, consumers in more than 200 countries enjoy The Coca - Cola Company's products at a rate exceeding 1 billion servings each day. For more information about the Coca - Cola Company, please visit our website at http: // www. coca- cola.com/. Forward - Looking Statements This press release may contain statements, estimates or projections that constitute "forward - looking statements" as defined under U.S. federal securities laws. Generally, the words "believe," "expect," "intend," "estimate," "anticipate," "Project," "will" and similar expressions identify forward - looking statements, which generally are not historical in nature. Forward - looking statements are subject to certain risks and uncertainties that could cause actual results to differ materially from The Coca - Cola Company's historical experience and our present expectations or projections. These risks include, but are not limited to, changes in economic and political conditions, changes in the non - alcoholic beverages business environment, including actions of competitors and changes in consumer preferences; product boycotts; foreign currency and interest rate fluctuations; adverse weather conditions; the effectiveness of our advertising and marketing programs; fluctuations in the cost and availability of raw materials; our ability to achieve earnings forecasts; regulatory and legal changes; our ability to penetrate developing and Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 14. 27 Where, R.G.M. : Regional General Manager A.G.M. : Area General Manager I.SM. : Information System Manager F.M. : Finance Manager S.M. : Sales Manager P.M. : Production Manager H.R.M. : Human Resource Manager A.S.M. : Area Sales Manager M.O.E. : Marketing Operation Executive C.D.E. : Cold Drink Executive S.E. : Sales Executive Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 15. 29 PRODUCT PROFILE OF Coca-Cola The product range of the coke has listed brands: Coke : 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt Thumps UP: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt. Limca: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt. Fanta: 200ml, 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt. Sprite: 300ml, 330ml, 500ml, 1lt, 1.5lt, 2lt. Mazza: 250 ml, Tetra Pack Diet Coke: 330ml, 1.5 lt, 2lt. Kn. Soda: 300ml, 500ml, Kn. Water: 500ml, 1lt, 2lt, Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 16. 31 The 360 degree marketing communication plan for the brand will involve road shows including extensive experiential sampling sessions in markets, offices, malls and colleges. Further, a TV commercial featuring Genelia and the ‘Go Bite’ proposition of the Fanta Apple brand will be aired starting first week of November, 2008 on all the leading channels in the south. The entire brand campaign has been developed and executed by Ogilvy & Mather, Delhi. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 17. 33 A A Ready Syrup Ready Syrup T.T. Water CO2++ Soft Drink is Ready Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 18. 35 (Prefinal Wash) Final Wash Clean Bottles (Washing Soft Water) Clean Bottles Clean Bottles+ Bottled Soft Drink Clean Bottles Printing Date and Price Third Light Inspection The Soft Drink is Ready FINAL PRODUCT Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 19. 37 COCA-COLA ANCHOR BOTTLERS One of the driving forces behind coke's bottling system are that is anchored by 10 strategically signed business partners of the Coca-Cola Company, the anchor bottlers. Anchor bottlers are a group of select companies throughout the Coca- Cola system that are distinguished by-  A pursuit of the same strategies aims as the Coca-Cola Company in the development of the non-alcoholic beverage business.  A commitment to long term growth.  Equity position by the Coca-Cola system.  Service to a large, geographically divers area.  Sufficient financial resources to make long -term investments.  Management expertise and depth. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 20. 39 MARKET PLACE More than a billion times everyday, thirsty people around the world reach for Coca-Cola products for refreshment. They deserve the highest quality- every time. Our promise to deliver that quality is the most important promise we make. And it involves a worldwide, yet distinctively local, network of bottling partners, suppliers, distributors and retailers whose success is paramount to our own. Our investment in local communities in over 200 countries totals billions of dollars in jobs, facilities, marketing, the purchase of local goods and services, ands local business partnerships, always and everywhere, we pursue continuous innovation in the products we offer, the processes we use to make them, the packages we develop and the ways we bring them to market. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 21. 41 COMPETITOR The biggest and perhaps the only serious for the coca-cola worldwide has an already been Pepsi. In India, as per as the Cola segment is concerned the with the biggest competition to coke comes from its brands of Pepsi viz. Pepsi and Mirinda. Thums-up, which was the leading brand of Parley product, was acquired by Coca-Cola just over a year ago to bolster its market share in India. Today, Thums-up along with coke, the leading brand of the Coca-Cola Company, other still competition to Pepsi, which despite this stiff competition is still by far the single most popular Cola drink in India With both the companies being backed fully by the parent concerns based in the united state, the fight to become the dominant player in the huge Indian Soft drink market continues unabated. Aggressive ad campaign's, sale-promotion, schemes for retailers are just some of the strategies being adopted by the two companies to outwit each other and grab and large share of the market. In the Cola segment, which occupies by far the largest chunk of the soft drink market in India, the market share of Coke is 60%while the market share of Thums-up is 32.16%. The market share of Coke in this Cola Segment is 27.84%. The remaining market share is occupied by the other brands, which constitute about 14% of the Cola market share. So Coca-Cola with its two brand clubbed together i.e. Thums-up + Coke occupies a combined market share of 60% (32.16% + 27.84%) Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 22. 43 PEPSI PROFILE Pepsi Co. Inc. was founded in the year 1965. Major products of the new company are Pepsi Cola. Diet Pepsi and Mountain Dew. Pepsi entered the Indian market in 1992 and now is the market leader with a market share of 26.5 percent in the cola segment. Pepsi is in between the two of it's closet competitors as far as marketing strategies are concerned. Pepsi is an international drink with Indian imagery in it's communication Traditional focus of Pepsi has been on the early teenager with a gender skew more to the female. Pepsi is by far the more aggressive player in the market. With in your face advertising continuous event marketing targeting the new generation and eye catching merchandising. It's got its selling strategy well mapped out. The company has always been innovating it's ad campaigns which has helped the company to get top of the mind recall. From "The choice of the new generation" to the "Freedom" campaign the company has been able to Indianise the brand. With the help of promotional schemes Pepsi has managed to keep the brand alive and has not let it become old. During 1995 the total ad spent by the company was Rs. 6.98 crore only on television Pepsi has set aside Rs. 8 crore for its advertising programme in the run up to and during the cricket world cup. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 23. 45 fetch the bigger portion of aerated soft drink market. Both consider India a huge potential market, as per capita consumption here is a mere 3 serving annually against the world average of 80. Therefore, they are putting in their best efforts to woo the Indian consumer who has to work for 1.5 hours to buy a bottle of soft drink. In comparison to the international norms minutes, a major hurdle to cross over for both the athletes for getting No. 1 position comparison tot he inter. Coca-Cola is well set with its 53 bottling sites through out the country giving tit an edge over competition by processing a well-built bottling and distribution set-up. On the other hand, Pepsi, with two more years in India, has been able to set an image of a winner in India and has been able to get the pulse of the India soft drink market. The soft drink giants are leaving on stone unturned and her for the long terms. Coca-Cola has been penetrating the market through its wide product range with a determination to change consumption pattern of soft drink in India. Firstly, they upgraded the whole industry by introduction 300 ml bottles, which in turn had given the industry a booming growth of 20% as compared to the earlier 5%. They want to develop a coca culture here and are working on a strategy to offer soft drink in every possible package. In Coca-Cola camp, the idea of competition has not come from Pepsi, but from the other beverages such as tea, coffee, Nimbu Pani, water etc. Pepsi is quite aggressive in its approach to Indian Consumer. They are desperately working on the strategy to be winners in the hot cola war between two big barons. According to Pepsi philosophy, it's the madness that encourages executive to think, to conjure up those creative tactics to knock the fizz out their competition. Pepsi had plumbed a large on the visibility of its blue red and white logo. They have been going with aggressive marketing by putting Sachin Tendulkar, Akshay Kumar and Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 24. 47 MAIN COMPETITORS COCA-COLA V/s PEPSI Coca-Cola Pepsi Total Investment in India Rs. 250 Crores Rs. 500 Crores New Investments Rs. 2400 Crores Rs. 300 Crores Number of Employee 140 2400 Number of owned bottling Plants 9 11 Number of Franchisees 54 15 Number of Fountain 1500 4000 Total Investment by bottlers Rs. 125 Crores Nil New Plants Planned Nil 6 Overall volume of Coca-Cola products have increased by 40% whereas the industry growth rate is 20%. Last year total sale of soft drink Industry in India was approximately 170 million crates. Out of these around 60% was of Cola and other 40% was of non-Cola Brands. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 25. 49 MARKETING MIX Prof. Neil H Barden defines marketing mix as 'the appointment of effort, the combination, the designing and integration of the elements of the marketing into a programme of mix which will best achieve the objective of the enterprise at the give time." Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objective of in the target market. The marketing problems are analyzed: 1. By utilizing the important forces emanating from the marketing operation of an enterprise. 2. By adopting producer & for an efficient marketing programme. ELEMENTS OF MARKETING MIX The marketing mix denotes a combination of various elements which in their totally constitute affirms marketing system. McCarthy popularized a four factor classification of the se tools called the four P"s, product, price, place promotion. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 26. 51  Inventory  Transports PROMOTION  Sales promotion  Advertisement  Sales Forces  Public relations  Direct marketing Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 27. 53 DISTRIBUTION IN THE COCA-COLA SYSTEM Getting Products to Market One of the value of the coca-cola system is presence that coca-cola should exist everywhere. In the words of former CEO-India operations - Richard Nichoilas, "Our goal is to have coke available within an arm's reach of desire". To fulfill this gool, coca-cola not only produces products, but also has an effective systems to distribute them all over India. Distribution Distribution Sales + Delivery + Merchandising + Local Account Managemetn. Distribution of Coke's products includes the activities of sales, delivery merchandizing and local accounts management. These are two major types of distribution systems. (i) Direct and Indirect In direct distribution, the bottler partner direct control over the activities of sales, delivery, merchandizing and local account management. In indirect distribution, an organization which is not a part of the coca-cola system has control of one or more of the distribution elements (Sales, Merchandizing and local accounts managements). With Direct distribution there are two types of sales:- Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 28. 55  Post Mix / Pre Mix India's Relationship with Coca-Cola Just after independence, the Maharaja of Patiala oversaw his coca-Cola- Cola hoarding from his huge, ornate palace, Coca-Cola export representative Frank Harrold, was awed by the Maharaja's opulent life style. In 1993 after Coca-Cola returned to India after a 16 years absence (beorge Fernandes threw the company out of the country in 1977 on the pre text that it had refuse to divalge its formula to Indian officials), CEO of the Coca-Cola Company, Robesto boirueta "Salivated over a virtually untapped market of 840 million people". Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 29. 57 Availability Some of the way sin which the Coca-Cola Company hopes to increase availability of its product include improved or innovative packaging, dispensing systems, distributions system, marketing. Affordability The ways to address affordability include pricing decisions, as well as resource management. To make its product available at a price affordable to the consumer. Continually processes more efficient and therefore more cost-effective. Acceptability Making coca-Cola brand products the beverage choice for any occasion's depends on a variety of strategies to reach the target audience. The common strategies adopted to effect acceptability were though sponsorships, promotion youth market activities, community programs, and other activates. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 30. 59 E: Engineering: Engineering is a branch of science under which a given task can be performed efficiently with the help of knowledge and techniques in a short duration by employing less money. C: Communication: Communication simply means the exchange of ideas, which flows between two or more persons as well as from one place to an other place. T: Techniques: Techniques is a simply an art of performing a task the project should be finished with different techniques of works. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 31. 61 OBJECTIVE OF THE PROJECT REPORT  To analysis the sales of coca cola.  To study the position of diet coke in the market.  To comparative study between fenta apple, diet coke and pepsi cane.  To create Brand awareness of Amount People.  To know the factor effecting the sale.  To find out the needs and wants of consumer.  To find out the complains of the coca-cola products. "Change is the only thing which is const As rightly said by the someone body. The far - reaching and pervasive changes in the business environment necessitate & strategic thinking on the part of liberalization & privatization of economy is now thrown open to heavy competition from the private & public companies. It has only recently upon itself a mission to change far better services. With the opening of the different companies have tuff a head to maintain it's reputation as the number one company. Thus to maintain it's service quality, it needs to continually monitors its customers it's customers needs & preferences & attitude towards the company. So, the advertisement plays an important role the buying behaviors of the customers. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 32. 63 ADVERTISING OBJECTIVES Advertising is a form of promotion, like a promotion, the objectives of advertising is exposure, attention, comprehension, attitude change, and behavior and action. As in the case of all promotion, advertising objective should be specific. This requires that the target consumers should be specifically identified and that the effect which advertising is intended to have upon the consumer should be clearly indicated. The objectives of advertising were traditionally stated in term of direct sales goals. A better approach however is to view advertising as having communications objectives that seek to inform, persuade and remind potential customers of the worthwhile ness to the product. Advertising seeks to condition the consumer so that she may have a favorable reaction to the promotional, message. The goal is to improve the likelihood of the customer buying the particular product. In this sense advertising is an excellent example of the close relationship that exists between marketing communication and promotional strategy. Advertising objectives serve as guidelines for the planning and implementation of the entire advertising programmed. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 33. 65 WHAT ADVERTISING IS NOT: ACTIVITIES EXCLUDED FROM IT-  Advertising is not an exact science. An advertiser circumstances are never identical with those of another he cannot predict with accuracy what results his future advertising efforts will produce.  Advertising is not a game because if advertising is done properly both the buyer and the seller benefit from it.  Advertising is not a toy. Advertising cannot afford to play with advertising. They realize that advertising funds come form sales revenue and must be used to increase sales revenue.  Advertising is not designed to deceive. Apart from ethics, the desire and hope for repeat sales insures a high degree of honesty in advertising.  The activities excluded from advertising include the offering of premiums to stimulate the sale of product: the use of exhibitions and demonstrations at fairs, show, and conventions: the use of samples and the so-called publicity activities, involving news releases and the activities of personal; selling forces: the payment of advertising allowances which are not used for advertising the entertainment of customers etc.  Though these activities are not identified as advertising they all have some economic objective of stimulating sales. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 34. 67 ADVERTISING INCLUDES THE FOLLOWING FORMS OF MESSAGES The message carried in newspapers and magazines; on outdoor boards; on streetcars, and poster, on roads; on radio and television broadcasts; and in circular of all kinds, whether distributed by mail, by person, through tradesmen or by inserts in package; dealer help materials; window display and counter-display materials and efforts; store signs, motion pictures used for advertising and novelties bearing advertising messages or the4 signature. It was descriptive Project design, the study conducted was exploratory. The method used was survey. Sample size: The sample size for the Project was 100. The breakup of the sample size was done depending upon the requirement. Method of Data Collection Instrument used The instrument used to gain the response of the customers was a structured questionnaire the questionnaire conducted both closed and open ended question. The questionnaire design was carefully developed. Analysis and finding: Simple mathematical percentage method was used to analyses the responses of the sample. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 36. 71 Information Required:  Information regarding services provided. Type of Project: PROJECT METHODOLOGY PROJECT METHODOLOGY PROJECT DESIGN data and collection method FIELDWORK analysis and interpretation Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 37. 73 RESEARCH Research in common partance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. Systematized efforts to gain new knowledge. Can called research process. According to differed Woody research comprises defining and redefining problems, formulating hypothesis or suggested solutions, collecting organizing and evaluating data making deductions and reaching conclusions and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. TYPES OF RESEARCH: The Basic Types of Research Are as Follows: 1. Descriptive vs. Analytical: Descriptive research includes survey and fact-finding equines of different kinds. The major purpose of descriptive research is discretion of ten states of affairs, as it exists at present. In social science and business research studies. The main characteristic of the method is that the are searcher has no control over the variables. He can only report what has happened or what is happening. Most exposit factor research projects are used for descriptive studies in which the researcher seeks to measure such items. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 38. 75 discovering the underlying motives and desires, using in depth interviews for the purpose. Other techniques of such research are word association tests, sentence completion tests, story completion tests and similar other projective techniques. Attitude or opinion research i.e. research designed to find out how people feel or what they think about a particular subject or institution is also qualtitative research. Qualitative research is specially important in the behavioural sciences where the aim is to discover the underlying motives of human behaviour. Through such research we can analyse the various factors which motivate people to behave in a particular manner or which make people like or dislike a particular thing. It may be stated, however, that to apply qualitative research in practice is relatively a difficulty job and therefore, while doing such research, one should seek guidance from experimental psychologists. Sample Units: Two of the Number one brands in India namely brands Coca Cola and Escorts Yamaha, respectively, were chosen on the basis of their market shares. These two industries were chosen on the basis of the usage of the products, as the usage of FMCG's and Consumer Durable high and is noticeable. Moreover two different industries were also chosen keeping in mind objective of the Study. Sample Design: Non-probability sampling was resorted to and the methods used is Convenience sampling and Judgment sampling. Sample Design: The total sample size is 120 which includes consumers of all the four brands, retailers of Pepsi & Coca Cola. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 39. 77 DATA COLLECTION There are two types of data; 1. Primary data 2. Secondary data Primary Data: Primary data are those, which are collected afresh, and for the first time. in this Project work Projector has collected only primary data. The primary data has been collected through survey method. Secondary Data: Secondary data are those already been collected by someone else and which have been passed through the statistical process. Secondary data may be published or unpublished data like from newspaper, books, journals, government records, company's record, and public. PROJECT AREA For the completion of my Project report Ghaziabad was allotted to me for my Project report work. I have completed all the tasks in Ghaziabad. Ghaziabad is a big city. The name of places of Ghaziabad where I meet to the different customers. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 40. 79 DO YOU TAKE COLD DRINKS YES NO 92 8 Out of 100 RESPONDENTS 92 TAKE COLD DRINK 92 8 0 10 20 30 40 50 60 70 80 90 100 1 2 2-D Column 1 Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 41. 81 FLAVOUR, DO YOU PREFER COLA ORANGE LEMON PLAIN SODA FRUIT DRINK 45 20 10 15 10 OUT OF 100 RESPONDENTS, 45 TAKE COLA, 20 TAKES ORANGE, 10 TAKES LEMON, 15 TAKES PLAIN SODA, 10 FRUIT DRINK. 45 20 10 15 10 0 5 10 15 20 25 30 35 40 45 50 COLA ORANGE LEMON PLAIN SODA FRUIT DRINK Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 42. 83 WHICH FACTOR INFLUENCES WHILE CHOOSINGA COLD DRINK CHILDNESS PACKING FLAVOUR TASTE ANY OTHERS 15 5 30 45 5 OUT OF 100 RESPONDENTS 45 INFLUENCES BY TASTE AND 30 BY FLAVOUR 15 5 30 45 5 0 5 10 15 20 25 30 35 40 45 50 CHILDNESS PACKING FLAVOUR TASTE ANY OTHERS Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 43. 85 WHAT IS YOUR PREFERRED PACKING AVAILABILITY NO. OF REPONDENTS 200ML 30 300 ML 23 500ML 10 1 LTR. 5 1.5 LTR. 10 2 LTR. 15 FOUNTAIN 2 CAN 5 OUT OF 100 RESPONDENTS 30 PREFER 200ML 30 23 10 5 10 15 2 5 0 5 10 15 20 25 30 35 Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 44. 87 SWOT ANALYSIS STRENGTHS  Coke Company has a good market reputation and a strong distribution network.  Coke is having a multi brand strategy ad is looking for a great volume opportunity in India.  Coke is presently no. 1 player in Indian Carbonated soft drinks market.  Coke was born 11 year before Pepsi (in 1987) ad a century later still maintains that pioneering least.  Pepsi and coke both have good brand image. WEAKNESS  Coke has less no. of retailers  Less force - it has less no. Have owned bottling plant.  It has not planned for setting up of any new plants where their competitor has planned to set up several new plants. OPPORTUNITY  A rapidly growing market, which is expanding @ 205 every year.  It can take the market very well with the new investment of Rs. 2400 corers.  It can give a big jerk to its major competitor Pepsi it can increase its number of fountain to a sizeable amount. Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 48. 95 CONCLUSION In the end I would like to conclude that this route ride was a great learning experience for me, in which I learned about the marketing skills and strategic applied in the market for sale of a product and marinating the company standards in the competitive market conditions. After going thick on the things, now time is to makes a complete picture. Marketer needs to use advertising and brand building strategies to address the discerning buyers and retail push to in different buyers. The manufacturer should understand consumer behaviour because retailers can't help quality and price. It is only upto manufacturers to deliver what the consumers want. I need to stress on it because 61% consumer said it is demand they sell coca-cola 39% agree that at retail shop it is brand popularity, which determine the purchase of biscuit. The is a grater needs to understand the consumer behaviour considering them as a team; working for the company may help them to be attached to the company. There should be a feeling of belonging to the company in inner of the consumer. Setting values club for consumer so that they may Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 50. 99  Batra Rajeev & John G. Myers & David A. AAKER; Prentice Hall, 5th Ed. 2003.  Kothari C.R. Research Methodology; Method & Techniques, Wishwa Prakashan, New Delhi, 2nd Ed. MAGAZINES:  Business To-day (Weekly), July 2012  Business Word (Weekly), August 2012  The Managers (Monthly), August 2012  The Week (Weekly), July 2012 WEBSITES:  www.coca-cola.com  www.google.com  www.pepsiworld.com Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA
  • 51. 101 6. Which is your preferred Packing (a) 200 ml (b)300ml (c) 500ml (d)1Ltr. (e) 1.5 Ltr. (f) 2 Ltr. (g)Fountain (h)Can 7. How many times do you take in a week? a. Almost everyday b. Twice a Week c. Thrice a Week d. Once e. Not regular 8. If, yes by which media you came to know about this? (a) T.V ads (b) Print media (c) Retailers (d) hoarding (e) Any other media 9. Why do you prefer a particular brand of cold drink? --------------------------------------------------------------------------------- -------------------------------------------------------------------------------- Name: _____________________________________________________ Age: 15-20 21-24 25-35 35 and above Family Income: ___________________________________________ Occupation: ________________________________________________ Forfullprojectcopycontact9998778903orvisitwww.kalalunsons.com -ServicesbyNiRm AL PaLA