This case study examines Coca-Cola's decline in the Indian market between 1960-1984. During this period, Coca-Cola's market share fell from 41% to 24% as competitor Pepsi gained ground. Coca-Cola spent $4 million interviewing consumers but struggled to match changing preferences. In 1984, Coca-Cola introduced a new drink that tests showed was not as popular as Pepsi. By 1986, Coca-Cola launched a new product that helped regain market share from Pepsi. The key reasons for Coca-Cola's decline included changes in consumer preferences, production issues, and a less favorable political environment.

1. CASE STUDY
OF
&

3. INDEX
• Summary
• Company Profile
• Targets Markets
• Product Strategy
• SWOT ANALYSIS
• Products
• Conclusion

4. Summary
P&G was among first company to establish 1st market
research in India. How to Change it accordingly
consumer preference totally described here.
• In 1837,Founder- William Procter & James
Gamble.
• In 1879 1st introduce the Ivory soap.
• Product changed & manufactured on the basis of
consumer’s feedback, suggestion & Complains.

5. Company Profile
Procter & Gamble Co., is an American multinational
consumer good company headquartered in downtown
Cincinnati, Ohio, United States, founded by William
Procter and James Gamble, both from the United
Kingdom. Its products include pet foods, cleaning agents,
and personal care products. Prior to the sale of Pringles
to the Kellogg Company, its product line included foods
and beverages. In 2014, P&G recorded $83.1 billion in
sales. On 1 August 2014, P&G announced it was
streamlining the company, dropping around 100 brands
and concentrating on the remaining 80 brands, which
produced 95 percent of the company's profits. A.G.
Lafley, the company's chairman,

6. Consumer
Understanding
Innovation
Brand-BuildingScale
Go-To market
Capabilities
Core
Strength of
P&G

7. Targets Markets
Target market of P&G mostly like the following
• Procter and gamble targets the middle up class customer
• Procter and gamble targets especially women and children
• Company will use about 10% cost to retain its customer
And to retain the existing customers company will do:-
• Improve contracts with existing customers.
• Will use frequency program.
• Identify and more contact with new potential customers.
• Objection handling will be encouraged become campanile constraint that
2/3 ideas come from over customers.
• Will concert profiteer customers will more pollinate customers.
• Company considered that “customer is always the king of the market” and
more
• sensitive to quality and prices at a time.

8. Product Strategy
• Product classification – service consumer good
• Product differentiation- form , features , performance ,
reliability
• Superior technology
• CSR initiatives
• Attractive packaging
• Catchy taglines
• Established as a brand itself

9. SWOT Analysis- Strengths :
Leading Market Position
Strong brand image
Strong customer loyalty
Diversified and innovative product Portfolio
Strong Finances in past years
SWOT analysis- Weaknesses :
Quality control Problem
Decreased Revenues in their Northeast Asian Market
SWOT ANALYSIS

10. SWOT analysis- Opportunities :
Developing New Markets
Selling directly to consumers
Better product experience
Demographic trends across the world
SWOT analysis- Threats :
Competitors i.e. substitute brands that have a cheaper price.
Economic slowdown
Universal Acceptance of Product.( Vicks banned in US Market.
Increase cost of raw materials

11. Products
• Ambi Pur
• Ariel
• Duracell
• Gillette
• Head & Shoulders
• Olay
• Oral-B
• Pampers
• Pantene
• Tide
• Vicks

12.  As we know this market is known as FMCG market
so there are many competitor in this time in the
market so P&G company were focused in this time and
target the middle class segment for increasing the
sales as well as market shares
 Some products like Gillette is made by the company
to target the higher segment of the market.
 In India HUL is biggest competitor in FMCG market.
CONCLUSION

14. INDEX
• Summary
• Coca-Cola History in India
• Marketing strategy
• Reason For Decline
• SWOT Analysis
• Select the strategic and implementation
• Products In India market
• Conclusion

15. Summary
• It is a case of coke decline in particular Time
period in 1960-1984.
• In 1965 market share was 41% against Pepsi
24%.
• Coca-Cola spent $4 mn in interviewing 2 lakh
coke consumer to find preference for coke
• In 1984 coca-cola introduce new drink that
“tested better” than Pepsi
• This also not give the satisfaction to customer.
• In 1986 Launches the new product and take more
share than Pepsi.

16. Coca-Cola History in India
Coca-Cola came to India in the year 1956. Since India had not any foreign
exchange act, Coca-Cola made huge money operating under 100% foreign
equity. Indian foreign exchange act was implemented in the year 1974 . The
foreign exchange act stated that foreign companies selling consumer goods
must invest 40% of its equity stake in India in its Indian associates. Coca-Cola
agreed with investing 40% foreign equity but stated that they would still
hold full power in technical and administrative units with no local
participation allowed. Coke India left in 1980. In 1993 Coca-Cola re-entered
after government approval, due to the new liberalization policies that were
coming to India. The foreign exchange act which had once prevented
companies from keeping too much equity had now been completely
modified. The company owns a bottling unit known as Hindustan Coca-Cola
Beverages Pvt Ltd, which works in collaboration with 13 authorized bottling
partners. Coca Cola family today includes 7000 Indian distributors and 1.7
million retailers. Nearly 2 billion INR has been invested in India operations
since its entry in the Indian market. In 2014 it is the market leader of Soft
drinks.

17. Marketing strategy
Coca-Cola has built its business using a universal strategy based
on three timeless principles:
• acceptability - through effective marketing, ensuring Coca-
Cola brands are an integral part of consumers daily lives,
making Coca-Cola the preferred beverage everywhere
• affordability - Coca-Cola guarantees it offers the best price in
terms of value for money
• availability - making sure that Coca-Cola brands are available
anywhere people want refreshment, a pervasive penetration
of the marketplace.

18. Reason For Decline
• Competitors had good test than
Coke
• It is not easily available in market.
• Production are more than Expectation.
• Changes of people preference.
• Political environment affect.
• Product quality was not attract to the
people.

19. SWOT ANALYSIS
• STRENGTH: The best global brand in the world in terms of value ($77,839
billion), World’s largest market share in beverage, Strong marketing and
advertising, Most extensive beverage distribution channel, Customer
loyalty, Corporate social responsibility
• WEAKNESS: Significant focus on carbonated drinks, Undiversified product
portfolio, High debt level due to acquisitions, Negative publicity
• OPPORTUNITY: Bottled water consumption growth, Increasing demand for
healthy food and beverage, Growth through acquisitions, Growing
beverages consumption in emerging markets (especially BRIC)
• THREATS: Changes in consumer preferences, Water scarcity, Strong dollar,
Legal requirements to disclose negative information on product labels

20. Products In India market
• Coca-Cola
• Fanta
• Limca
• Sprite
• Thumps -Up
• Burn
• Kinley
• Maaza
• Minute Maid Pulpy Orange,
• Minute Maid Nimbu Fresh
• The Georgia Gold range of teas and coffees
• Vitingo (a beverage fortified with micro-nutrients

21. Select the strategic and implementation
• Survey the customer preference.
• Find out the problem.
• Choose the best alternative.
• Make the product attractive.
• Produce the Product according to customer preferences

22. Conclusion
It is happened due to changes of Preference of consumer. New
company enter into the Market Or Produce more produce. it
is not happened regularly .