Letter of Transmittal

January 28, 2006

Mr. Monirul Hasan Masum

Instructor of MKT Department of BBA Bangladesh University of Business & Technology. Re: Analysis the marketing mix of Coca-Cola. Sir, Here is the report of the study you requested on Marketing mix (4 ps) analysis of Coca-Cola. We are very happy to submit this report on time to you. In this report we have tried to analysis marketing mix, current market strategic, new strategic and advertisement of Coca-Cola. You will be pleased that to prepare our report we have tried to include all of possible information. We are very much grateful to you for kind assistance. Thank you for your valuable time and cordial consideration. Sincerely yours,

Ashraful Amin Chowdhury. On behalf of my group.

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Acknowledgement

At the beginning we want to remember almighty Allah for giving us the opportunity and strength to do this work smoothly and blessings for our success. We would like to express our heartiest gratitude to our honorable course teacher Mr. Monirul Hasan Masum lecturer of MKT for his constant guidance, helpful advice and continuous encouragement throughout the progress this report organization based information. Without these help the task could not be completed. We are very grateful to the organizations Assistant Manager (Marketing) Md Zahid Hosan, General Manager (Administration) Md. Ruhul Amin, Marketing Manager (Statistical) Md. Mazed, Their cooperation has assisted us to prepare this kind of important report which will focus overall condition of the organization. Our sincerest thanks to all of our friends, classmates and well wishers for their whole hearted support and encouragement in various aspects of our work. We went to express our best appreciation to the company member and employer for their valuable contribution in completing this report on Coca - Cola.

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Table of contents

SL NO 01. 02. 03. 04. 05. 06. 07. 08. 09. 10. 11. 12. 13. 14. 15. 16.

Head Line Executive Summary Back ground of the Study Objective Methodology Limitations of the study Historical back ground of the company Marketing mix 4, p analysis 4, C analysis Strategy of the coca cola Facilities of the company Lickings of the company Suggestion Conclusion Bibliography Appendix

Page 04 06 06 07 10 12 13 14 19 24 29 30 31 32 34 35

Executive Summary

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Coca-Cola is an international company .Bangladesh is one region of that company. Bangladesh Coca-Cola Company controlled by Coca-Cola Farest LTD (CCFL). There are two producer of Coca-Cola one is Ablul Molem LTD another one is Tabany Beverage .We make of our report on Coca-Cola of Tabany Beverage. In the introduction we will discuses about how we will have conducted our report and what the methodologies of this report are. We have discussed here the background of the study, report objectives, type of research, limitations of the study. Then we discuss marketing mix of Coca-Cola. We describe product, price, place, promotion of Coca-Cola and describe customer satisfaction level through our customer satisfaction survey. We analyses advertisement on the basis of customer perception. Then we analyze market strategy. After that we try to find out the major problem of CocaCola and its company on basis of customer survey and our observation. We conclude our customer survey questioner with this report.

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Chapter-1 Introduction

Background of the study:

As a student of marketing it is very much essential to know about marketing mix. On the other hand book knowledge is not enough to understand marketing mix. For that reason we go

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through the cock company to gather real life marketing knowledge. And to understand that how to they capture the market, fight with competitor to use product, price, place, promotion.

Report objective:
To analyze marketing mix of Coca-Cola To analyze customer satisfaction on Coca-Cola To analyze market present and future market strategy

Specific objectives: X X X X X X
To analyze 4p of Coca-Cola. To analyze 4c of Coca-Cola. To analyze market current strategy. To analyze market future strategy. To identify threats and opportunities of the company. To identify weakness of the company.

Methodology:

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Methods followed to perform a job or conducting activities to complete a task is called methodology. In conducting this study the following methodology was adopted in collecting data & information, preparation of reports etc.

Type of research:
The purpose of market research is to provide relevant data that will help solve marketing problems a business will encounter. This is absolutely necessary in the start-up phase. Conducting thorough market surveys is the foundation of any successful business. In fact, strategies such as market segmentation and product differentiation would be impossible to develop without market research. There is several kind of research approach; we use descriptive research approach for analysis marketing mix of coca-cola. Descriptive research is to describe things, such as the market potential for a product or the demographics and attitudes of consumer who buy the product. To use this approach we analysis market mix and consumer satisfaction level of coca-cola.

Sources of data:
To gather company information we use both primary data and secondary data.

Secondary data:
Secondary data consist of information that already exists somewhere, having been collected for another purpose. Secondary data provided a good starting point for research and often help to define research problem and objectives. This is available more quickly and at a lower cost then primary data. We collect secondary data form Internet, Business magazine.

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 Primary data:
Primary data consist information collected for the specific purpose at hand. We collect primary data form consumer and company through some question. For example, to consumer Are you satisfied about test of coca-cola, Which advertisement you like most?, What price level you expected from Coca-Cola?, to company What type of discount you provided to your consumer?, What are you doing to increase your sales?, How you full fill consumer need of coca-cola in Bangladesh?

Research approach for primary data collection:

Research approach for gathering primary data collection we use both observational and surveys approach. Observational research involves gathering primary data by observing relevant people, action and situation. Observational research can obtain information that people are unwilling or unable to provide. In some case, observation may be the only way to obtain the needed information. In contrast, some thing simply cannot be observed, such as feelings, attitudes and motives, or private behavior .long-term or infrequent behavior is also difficult to observe. Because of this limitation, we use observation method long with surveys data collection method. We use observational research approach when we asking question to the consumer or to the company employee. Survey research, involves gathering of primary data by asking people question about their knowledge, attitude, preference and buying behavior. This is the most widely used method for primary data collection, is the approach best suited for gathering descriptive information .The major advantage of survey research is its flexibility it can be used to obtain many difficult kind of information in many different situation. We use survey research approach by making questioner for consumer and company.

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 Contact method for primary data collection:

Information can be collected by mail, telephone, and personal interview or online. We use personal interview to collect primary data. Personal interviewing takes two forms individual and focus group. Individual interviewing involves talking with people in their homes or office, on the streets, or in the shopping malls. This form of interview is fixable .Through this form interviewing can ask different types of question and observe reactions and behavior of consumers. We use this form to collect our information. Focus group interviewing involves inviting 6 to 10 people to gather for a few hours with an interviewer to talk about a product, services, or organization, the interviewer focus the group discussion on important issues. We use this form when we conducting group discussion.

Sampling plan for primary data collection:

We draw a conclusion about larger groups of consumer by studying a small sample of total consumer population. A sample is a segment of the population selected to represents the population as a whole. By that we can make accurate estimates of the thoughts and behaviors of the larger population. We take no probability convenience sample. This represents the researches selects the easiest population members form which to obtain information. We select 30 people form our family for primary data collection.

Research instruments:
To collect primary data we use questioner. We use objectives type question and open question.

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 Limitation of the study:

Every company has some secrecy, which cannot be and should not be disclose to an outsider so we had some limitations to enter in to the affairs of the company in depth. Moreover, the employees of the company had their own routine duties. In spite of their full cooperation we failed to discuss about every intended aspects in details.

Lack of information:
Information on which is so important for prepare a report. The main limitation of our making report is lack of information. The limited sources of secondary information and the controlled accessibility caused difficulty in getting the confidential information. For example, records of product real price were restricted as it is not private limited company Although we are not got enough information from internet about coca-cola on basic of Bangladesh market

Lack of time:
Our course duration is in limit time. In this short time we can not prepare our report properly.

Lack of marketing intelligence:

Marketing intelligence is systematically collection and analysis of public available information but to be a student we have lack of marketing intelligence. For lack of marketing intelligence we can not get collect information.

Lack of professional knowledge:

As a student we are not professional about marketing analysis. Professional researcher has vast knowledge about marketing analysis. For lack of professional knowledge we can not make our report properly.

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Chapter-2 Analyze 4p, 4c & strategy Of Coca-Cola

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 Historical background of the company:

Coca-Cola is an international company. Bangladesh Coca-Cola Company controlled by CCFL (Coca-Cola Farest Ltd), Atlanta USA. .Coca-Cola was first introducing at 1963 in Tejgoan Industrial area under East Pakistan organization in Bangladesh. At 1972 Bangladesh government took over the company under ministry of industry. In 1972 government handover it to the Mukety Jodda Kallan trust as an abounded property form ministry of industry. At 1972 Coca-Cola Company had a 50 bottle per mint (BPM) plant. Area was the company approximately 1 acre. At 1985 Coca-Cola Company established 470 Chiriakhana Road by implementing new 250 Bottle per minute (BPM) plant. Because of market expunction and increase consumer demand Coca-Cola Company introduce another 500 bottle per mint (BPM) plant with existing production line. At percent its total production power is 750 BPM (bottle per mint).Now its total factory area 7.25 acre approximately.

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 Marketing mix:
The set of controllable tactical marketing elements product, price, place, promotion-which the firm blends to produce the response it wants to the targeted market.

Marketing Mix

PRODUCT

PRICE

PLACE

PROMOTION

These four elements are often referred to as the 4Ps of the marketing mix. A marketer can use these variables to craft a marketing plan. The four Ps model is most useful when marketing low value consumer products. Industrial products, services, high value consumer products require adjustments to this model.

4, P Analyses Product:

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The Product aspects of marketing deal with the specifications of the actual good or service, and how it relates to the consumer's needs and wants. Tabany Beverage has franchised the Coca-Cola which is available in cola flavors of carbonated drink. Coca-Cola never comprise on the basis of its quality. Cock-Cola company produce 3 types of RGV bottle and sells 8 types of cock bottle including plastic bottle.

Product Returnable Glass Bottle (RGB)

Flavor Cola Cola Cola Cola Cola Cola Cola

Size 1 litter 1.75 litter 2.5 litter 500ml 1 litter 1.5 litter 2.25 litter

Plastic Bottle

X Brand name:

X Features:

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Contains: Carbonated Water, Sugar, Caramel Color, and Acidulanf, Natural flavors and
caffeine.

Price:
Price is the sum of all the values that consumer exchange for the benefit of having or using the product or services. Below we show the price level of Cock-Cola. Nutrition Facts Per 100ml Whole seller Energy Retailer Price 42 kcal Consumer Single Case Fat Single Case 0g Single Case Bottle Bottle Bottle Protein tk 6.23 tk 130.83 tk 7.11 149.3 tk 0g 8 tk 168tk 7.78 tk 186.9 tkCarbohydrate 213.3 tk 11g 10 tk 8.88 tk 240tk 280.36 tk 26.80 tk 320 tk 30 tk 23.33 tk 360 tk 15.58 tk 27.25 tk 35.05 tk 46.72 tk 373.8 tk 327.09 tk 420.55 tk 280.37 tk 17.78 tk 31.12 tk 40 tk 53.34 tk 426.72 tk 373.38 tk 480 tk 320 tk 20 tk 35 tk 45 tk 60 tk 480 tk 420 tk 540 tk 360 tk

Type of bottle Returnable Glass Bottle (RGB) Plastic bottle

Bottle Size 175 ml 250 ml 1 litter 500 ml 1 litter 1.5 litter 2.25 litter

X Payment period:
Payment period is a period upon which price of product is paid. Coca-Cola company have also a payment period that is, prepaid system for distributor.

Place:
Placement or distribution refers to how the product gets to the customer; for example, point of sale placement or retailing. logistic support. Place included with channels, coverage, transportation and

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X Channals :
The Coca- Cola distribution channel is given below:

CCFL

Factory

Distributor

Retailer

Consumer

X Transportation:
Coca-Cola company give free transportation facility to there distributor.

X Logistice support:
Coca-Cola Company gives some logistic support to their retailer. They sales special refrigerator to the retailer at a minimum price, also they give free service for refrigerator.

Coverage area :

Tabany Beverage covers Dhaka and Rajshahi division through there 80 distributaries .Below we show the coverage area of Bangladesh:

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 Promotion:
This includes advertising a sale pro motion, publicity, and personal selling, and refers to the various methods of promoting the product, brand, or company. Promotion is concerned with the planning, implementation, and control of persuasive communication with customers. Clear-cut objectives and a sharp focus on target customers are necessary for an effective promotional program. Coca-Cola promotion is mainly based on different kinds of advertising, so that people could be attracted mentally, emotionally. CocaCola uses local advertisement and advertisement based on recent and important incidents. For example, Coca-Cola made a new advertisement at the time of Eid and telecast it through TV. Right now, for promotion, Coca-Cola is using the following activities:

X X X X

Television Advertising Billboards

X Adds on local newspaper

Participating in various sort of fair.

Sales promotion:

To increase sales Coca-Cola Company provide some intensive to their distributor, that is they give one bottle of free Coca-Cola with each case.

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4 c survey analysis on the basic of customer satisfaction

Customer solution:
Customer solution is product and services that the company offered how much and how to solve the problem of the consumer. Customer satisfaction on customer solution depends on product variety, quality, design and packaging.

X Variety:
Variety is known how many types of a product. Coca-cola offered 5 different size of cock bottle in the market. Through this survey we found customer satisfaction level on variety of Cock between male and female. These are given below with the graph.
Highly satisfied Satisfied Not satisfied Dissatisfied Highly dissatisfied 0% 0% 10% 20% 30% 40% 50% 60% 10% 10% 30% 50%

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Male customer satisfaction on variety

Highly satisfied Satisfied Not satisfied Dissatisfied Highly dissatisfied 0% 6% 0% 10% 20% 30% 40% 50% 60% 70% 10% 21% 63%

Female customer satisfaction on variety

X Quality:
Quality is the perception of a product. Quality of a product depends on its test and price. Through this survey we find customer satisfaction on cock quality. This is given below with the curve.
50% 40% 30% 20% 10% 0% Highly satisfied Satisfied Not satisfied Dissatisfied 17% 24% 11% 2% Highly dissatisfied 46%

Male customer satisfaction on quality

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80% 60% 40% 20% 0% Highly s atis f ied Satis f ied 21%

71%

6%

2%

0%

Not s atis f ied

Dis s atis f ied

Highly dis s atis f ied

Female customer satisfaction on quality.

X Design and packaging:

Designing and packing is the shape of a final product. It influences people for purchasing the product. Form our survey we find some people are like existing design and packaging of cock and some are want to change existing design and packaging. There acceptation graph are given below.

80% 70% 60% 50% 40% 30% 20% 10% 0% Need to change No need to change 2

77% 23%
1

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Customer perception on design and packaging

Customer cost:
Customer cost is the amount of money by which customer purchase the product. Customer satisfaction on customer cost depends on list price and discount offer. Through this survey we find customer satisfaction on customer cost. The curve is given below.

Highly satisfied Satisfied Not satisfied Dissatisfied Highly dissatisfied

0% 6% 0% 10% 10%

21% 63%

20%

30%

40%

50%

60%

70%

Male customer satisfaction on cost

Highly satisfied Satisfied Not satisfied Dissatisfied Highly dissatisfied

8% 73% 16% 3.00% 0.00% 20% 40% 60% 80%

0%

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Female customer satisfaction on cost

Customer convenience:
Customer convenience is the place in where customer purchases the product. Customer satisfaction on customer convenience depends on location and channels. Cock sales through general store, departmental store, and super shop. Through this survey we find in where customer purchases cock. The curve is given below.
20%

Genaral Store

10%

Super Shop Departmental Shop

70%

Consumer preference for parching Coca-Cola

Communication:
Communication is the peoples perception about company promotion and company activity. From our survey we found that people most like two advertisement.

One is Aklai khaiba, Amare diba na

We find people perception about this advertisem ent is the model Tisha was filling Thirsty than she tell her boy friend Aklai khaiba Amara diba na and coca-cola is available every where in the country. It is the perfect product for full fill every body thirstiness.

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Another one Ki re rangila buira Parai notun aice Chailo thanda Dili anda
We find people perception about this advertisement is When you are thirsty have a cock and coca cola is accepted by all short of people

STRATEGIES USED BY TABANY BEVERAGE

Market-scope strategy choices

1. Single-Market Strategy 2. Multi-market Strategy 3. Total-market Strategy

Among the three choices Coca-Cola uses the 'Multi-Market Strategy' for serve both the glass bottled and plastic bottle in the market. The strategy is provided below-

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Multi-Market Strategy:

Serving several distinct markets is called multi marketing. Objective: To diversify the risk of serving only one market. Requirements: (a) Carefully select segments to serve. (b) Avoid confrontation with companies serving the entire market. Expected Results: (a) Higher Sales. (b) Higher Market Share.

Product Strategies choices:

1. Product-Positioning Strategy. 2. Product Mix Strategy. 3. Product-Design Strategy. 4. New-Product Strategy. 5. Product line strategy.

Among the product strategies Tabany Beverage has used 'Product-Positioning Strategy' which is characterized by the following:

Product-Positioning Strategy: Placing a brand in that part of the market where it will
have a favorable response compared with competing brands. Objectives: (a) To position the product in the market so that it stands apart from competing brands. (b) To position the product so that it tells customers what you stand for, what you are, how you would like customers to evaluate you. In the case of positioning multiple brands:

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(a) To seek growth by offering varied products in differing segments of the market. (b) To avoid competitive threats to a single brand. Requirements: Use of marketing mix variables, especially design and communication efforts Successful management of a single brand requires positioning the brand in the market so that it can stand competition from the toughest rivals and maintaining its unique position by creating the aura of a distinctive product. Expected Results: (a) Meet as much as possible the needs of specific segments of the market. (b) Limit sudden change in sales. (c) Make customers faithful to the brands.

Price-Fix Strategy choices

1. One-Price Strategy 2. Flexible-pricing Strategy 3. Product-Line Pricing Strategy 4. Bundle-Pricing Strategy 5. Price-Leadership Strategy 6. Pricing Strategy to build market Share Among the price-Fix strategies, Tabany Beverage uses the 'One-Price Strategy' which is characterized by the following:

One-Price Strategy: Charging the same price to all customers under similar conditions
and for the same quantities. Objectives: (a) To simplify pricing decisions. (b) To maintain goodwill among customers.

Requirements:

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(a) Detailed analysis of the firm's position and cost structure as compared with the rest of the industry. (b) Information concerning the cost variability of offering the same price to everyone. (c) Knowledge of the economies of scale available to the firm. (d) Information on competitive prices; information on the price that customers are ready to pay.

Expected Results:
(a) Decreased administrative and selling costs. (b) Constant profit margins. (c) Favorable and fair image among customers. (d) Stable market.

Promotional Strategy choices

1. Promotion-Expenditure Strategy 2. Promotion Mix Strategy 3. Media-Selection Strategy 4. Advertising Copy Strategy 5. Selling Strategy 6. Sales Motivation and supervision Strategy

Among all these promotional strategies, Coca-Cola Bangladesh is using mainly the Promotion Mix Strategy which is characterized by the following attributes: Specifies the roles that the three ingredients of promotion (advertising and sales promotion) play in promoting a product is called promotional mix strategy.

Objectives:
To seek the better position in the market.

Requirements:

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(a) Enough advertisement both in the local newspaper and also in the TV, (b) Some kind of motivator factors or incentives for the distributor so that they can be inspired to sell more Coca-Cola on a regular basis.

Expected Results:
(a) More customer response in the market, (b) Increase in sales, (c) Growth of market share.

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Chapter-3 Findings

Facilities of the organization

1. Own Transportation:
Coca-Cola company provide free transportation facility to there distributor. They have sufficient number of vehicle to disturbed Coca-Cola.

2. Better Internal Communication:

Communication system can play vital role to work quickly. This helps to achieve the organization goal.

3. Security system:

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Every organization should ensure the security system for their safety. So this organization has taken strong and sufficient security system to prevent the critical disaster situation.

4. Storage system:
There is sufficient stores capability and they can supply their products in time.

5. Quality control Panel: As other company there is a quality control panel in this
company. Coca-Cola Company never compromise with quality.

6. Sufficient use of computer:

These organizations give the interest on using of computer broadly. They use the computer in every sector.

X
1.

Lacking of this company

Narrow coverage area:

Tabanay beverage covers only Dhaka and Rajshahi division.

2. Limited advertisement:
Advertisement is an important instrument for incising sales but Coca-Cola Company telecast little advertisement.

3. No plastic bottle production sector:

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Tabanay beverage has no capacity to produce plastic bottle for that reason they loss their profit.

4. Insufficient wage for the casual worker:

In the company there are many casual workers. They work hard for the company but their wage is not sufficient as their hard work.

5. Not enough facilities for casual workers:

Casual workers dont get their wage timely .Thats why workers cant do their work at their best & their productive will be low.

6. No social working:
This organization doesnt take any social task for that society. But they should do because they operate their business in a society and thats why they should have some responsibility.

Suggestions:

Increasing promotional activities with: 1. Discounts for buying in bulk. 2. Sticker/glass/other small gifts for buying more than two. 3. Print signs inside the cap that would provide consumers either with gift or with good luck statements. 4. Provide 'luck-notes' inside the caps like fortune-cookies. 5. By sponsoring games/musical events/art shows/drama/cleaning programmers/ school event etc which would bring the consumers closer to Coca-Cola. And promote Tabany Beverage to be socially responsible company.

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Advertising should be more concentrated on with use of present

Medias like advertisement on TVs, Radios, newspapers and magazines and alternative media like the following: 1. Huge Dummy Bottle in selected visible locations. 2. Neon Signs in selected visible locations 3. Paintings, Stickers and posters of Cock and on the sided and back panels of local as well as inter city buses.

Conclusion:

From the visiting of Tabany Beverage we have identified that the beverage industry is growing and identified their main weakness is insufficient promotional activities. A gap in the market is also identified not explored by Tabany Beverage. On the other side, distribution system is the strengths of Tabany Beverage. From strategic marketing point of view, we see that Coca - Cola is taking corrective steps in almost all the way. In very few sides Tabany beverage has lacking. Based upon these facts recommended strategies would assist in the growth of Tabany Beverage in among the fierce competition in the beverage industry.

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Chapter - 4

Bibliography:

Principal of marketing ( Philip Kotler & Gry Armstrong ) www.coca cola.com Conversation with officer & Labor. Magazine. Information from retailer.

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 Appendix:
Form of each question:
Sex: Age: Male 10 - 20 20 - 30 Female 30 - 40 4 40 - 50 50 - 60

1. How much soft drink do you take per week? 250 ml-1litter 2litter-3litter 3 litter-4litter More

2. How much money do you spend for soft drink per week?

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10-30 TK More

30-60 TK

60-100 TK

100-150 TK

3. What test of soft drink you generally preferred? Lemon Cola Orange Mango

4. Do you like Coca-Cola? Yes No 5. If yes, then why? Image Price Test Others .

6. If the answer of question 4 is no, then why? Quantity Bottle design Price Test Others. .

7. Would you accept any type of free gift with Coca-Cola? Yes No 8. What kind of item do you prefer as free gift? Glass Mug Cane opener T Toy item Others.

9. From where you usually buy Coca-Cola? General store Departmental store Super shop One stop mall

10. From where you would like to large number purchase Coca-Cola? Shop Retailer Mall

11. Would you like to give Coca-Cola as gift on special occasion? Yes No

12. If yes where? .

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13. In which occasion do you prefer to buy huge amount Coca-Cola? Eid Wedding Ceremony Birthday party Festival Other.

14. Why do you prefer Coca-Cola more than any other soft drink? . . 15. Do you know how many types of Coca-Cola in present market? Yes No

16. Do you want any change in Coca-Cola? Yes No 17. If yes, then would you expect to change? Bottle size Bottle deigns Color Test Price

18. What price level you expected from Coca-Cola? Excepted Price BOTTLE SIZE 500 ml 1 litter 1.5 litter 2.25 litter EXISTING PRICE 20 35 45 60

High

Low

19. Which bottle size do you prefer for coca-cola?

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250 ml

500 ml

1 litter 1.5 litter

2.25 litter

20. Which bottles do you usually purchase more for coca- cola? 250 ml 500 ml 1 litter 1.5 litter 2.25 litter

21. In which season you purchase coco-cola more?

Summer

Rainy season Winter

Spring

22. Did you get any discount from Coca-Cola before? Yes No

23. What type of discount you like most? Cash discount P Price discounts Others. .

24. Which test of coke you like most? Old test New test

25. Are you satisfied about present price level of Coca-Cola? Highly satisfied Highly dissatisfied 26. Are you satisfied about test of Coca-Cola? Highly satisfied Highly dissatisfied 27. Are you satisfied about design of coca-cola? Highly satisfied Highly dissatisfied 28. Are you satisfied about variety of coca-cola? highly satisfied highly dissatisfied 29. Which media attracts you most for Coca-Cola? TV Newspaper Magazine Signboard Billboard satisfied not satisfied Dissatisfied Satisfied Not satisfied Dissatisfied Satisfied Not satisfied Dissatisfied Satisfied Not satisfied Dissatisfied

30. Which advertisement you like most? .. .

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31. What do you understand from this advertisement? . 32. Comments about Coca-Cola as a whole. .

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