Research Report

On
Analyzing Market Trend of Carbonated Soft Drinks Industry in
Bangladesh A Co!parati"e Analysis bet#een Coca$Cola "%s &epsi Cola
Sabyasachi Bosu
ID: MBA100160887
'ORT()R' *'I+)RSIT,
B A ' - . A D ) S (
July 2011
1
Research Report
On
Analyzing Market Trend of Carbonated Soft Drinks Industry in
Bangladesh A Co!parati"e Analysis bet#een Coca$Cola "%s &epsi Cola
Sub!itted To
S/M/ Akteru00a!an
Senior Lecturer in Marketing
Department o Bu!ine!! A"mini!tration
#ort$ern %ni&er!ity Bangla"e!$
'$ulna (ampu!
Sub!itted By
Sabyasachi Bosu
ID ) MBA*100160887
Department o Bu!ine!! A"mini!tration
#ort$ern %ni&er!ity Bangla"e!$
'$ulna (ampu!
Date of Sub!ission 1uly 234 3255

'ORT()R' *'I+)RSIT,
B A ' - . A D ) S
Declaration
2
I $ere+y "eclare t$at t$e t$e!i! ,eport on 6Analyzing Market Trend of Carbonated
Soft Drinks Industry in Bangladesh A Co!parati"e Analysis bet#een Coca$Cola "%s
&epsi Cola7 !u+mitte" in partial ulillment o t$e aca"emic re-uirement or t$e
Department o Ma!ter o Bu!ine!! A"mini!tration .rogram o #ort$ern %ni&er!ity
Bangla"e!$ /'$ulna (ampu!01 2$i! report $a! not +een !u+mitte" +y me +eore or any
"egree3 "iploma3 title or recognition1 It i! per!ua"e un"er t$e !uper&i!ion o S/M/
Akteru00a!an3 ,eport Super&i!or3 Department o Bu!ine!! A"mini!tration3 #ort$ern
%ni&er!ity Bangla"e!$ /'$ulna (ampu!01
8888888//
9Sabyasachi Bosu:
ID ) MBA*100160887
Department o Bu!ine!! A"mini!tration
#ort$ern %ni&er!ity Bangla"e!$
'$ulna (ampu!
.etter of Recognition
4
I $ere+y certiy t$at t$e pre!ent 5ork entitle" 6Analyzing Market Trend of Carbonated
Soft Drinks Industry in Bangladesh A Co!parati"e Analysis bet#een Coca$Cola "%s
&epsi Cola7 in t$e ulillment o t$e re-uirement! or MBA i! an original contri+ution to
t$e e6i!ting +e&erage in"u!try kno5le"ge carrie" out +y S/M/ Akteru00a!an un"er my
gui"ance an" !uper&i!ion1 #o part o t$e 2$e!i! ,eport $a! +een !u+mitte" or any
"egree3 "iploma3 title or recognition +eore1
7e i! permitte" to !u+mit t$e ,e!earc$ ,eport1 I 5i!$ $i! e&ery !ucce!! in lie1
Super"isor

--------------------------
9S/M/ Akteru00a!an:
Senior Lecturer in Marketing
Department o Bu!ine!! A"mini!tration
#ort$ern %ni&er!ity Bangla"e!$
'$ulna (ampu!
Ackno#ledge!ents
8
9ir!t3 I e6pre!! my "eep gratitu"e to t$e Almig$ty :o" 5$o create" an" nurture u! in t$i!
tran!itory 5orl" an" gi&ing me t$e !trengt$ an" ena+ling me to complete t$i! !tu"y 5ork
5it$in !$ort time an" limitation1
I e6pre!! my $eart*elt re!pect an" countle!! gratitu"e to my re!pecte" lecturer S/M
Akteru00a!a4 Department o Ma!ter o A"mini!tration3 #ort$ern %ni&er!ity Bangla"e!$3
'$ulna (ampu! or $i! &alua+le gui"ance3 care an" keen intere!t at e&ery !tage o 5ork1
In act3 $i! con!tant encouragement ena+le" me to my complete t$e pre!ent 5ork in "ue
time1
I am "eeply in"e+te" to my re!pecte" teac$er! .roe!!or ABM ,a!$i"u;;aman3 7ea"3
Department o Bu!ine!! A"mini!tration3 an" #ort$ern %ni&er!ity Bangla"e!$3 '$ulna
campu! or $i! &alua+le a"&ice3 in!truction!3 an" in!piration!1
I 5oul" like t$ank! e!pecially to re!pecta+le Mr1 Sye" A+u 2are- Sake+3 Sr1 2erritory
De&elopment Manager3 '$ulna %nit o 2ran!om Be&erage! Limite" an" Mr1 S$a$ Su<a
5$o really $elpe" u! +y gi&ing !ome inormation3 5$ic$ i! re-uire" or our re!earc$
report1
I really !$oul" t$ank e&ery ot$er employee o 2BL an" AML3 5$om I oun" "uring
"ierent p$a!e! o my re!earc$1 Mo!t o t$em $a&e +een &ery open an" rien"ly 5it$ me
an" pro&i"e" me 5it$ t$e an!5er! I nee"e" rom t$em1
I pay my tri+ute to t$o!e re!earc$e!3 aut$or!3 article 5riter!= !c$olar! rom 5$o!e 5ork I
$a&e +eneite" immen!ely in con"ucting my re!earc$ 5ork1
La!tly I 5oul" like to t$ank my teammate an" cla!!mate! 5$o!e pro&i"e me t$eir
&alua+le inormation a+out t$e re!earc$ 5ork/
Sabyasachi Bosu
);ecuti"e Su!!ary
>
More t$an a +illion time! e&ery"ay3 t$ir!ty people aroun" t$e 5orl" reac$ or +e&erage!
or rere!$ment1 All aroun" t$e 5orl"3 "rinking +e&erage i! like an entertainment or
people1 Sot "rink! are con!i"ere" a! con!umer pro"uct!1 All roun" t$e 5orl" 5e can !ee
a "ierent marketing p$a!e u!e" +y t$e +e&erage pro"ucing companie! +ut in Bangla"e!$
it i! a little "ierent1 2$e companie! "o not "irectly !ell t$eir pro"uct! to t$e en"
con!umer!1 (ompanie! !uc$ a! Sot Drink! /Coca-Cola3 .ep!i3 ,(*(ola3 %ro*(ola3
Mo<o3 ?irgin3 etc03 Mineral 5ater! /9re!$3 Mum3 A(M@ an" etc03 Juice! /.ran3 Dani!$3
Se;an3 etc0 are "epen"ent! on t$e "i!tri+ution c$annel! or making t$eir pro"uct! reac$
t$e inal con!umer!1 A! t$e companie! are not making t$e people a5are a+out t$eir
+e&erage t$roug$ "irectly !elling it to t$em3 t$ey u!e ot$er me"ia an" mean! to make it!
cu!tomer! kno5 a+out t$eir pro"uct!1 2$ey u!e t$e a"&erti!ement! a! one o t$e mo!t
important promotional tool!1 Along 5it$ a"&erti!ement t$ey al!o u!e ot$er promotional
tool!1
Ae $a&e "one a !tu"y on Coca-Cola (ompany 5it$ t$e aim to learn a+out t$e "ierent
marketing pro!pect! in Bangla"e!$ an" our !electe" pro"uct i! Coca- Cola1 Like al5ay!
t$e company i! "oing -uite 5ell alt$oug$ at t$e current moment ,(*(ola i! "ominating
t$e market a little more t$an Coca-Cola1 Still Coca-Cola $a! more market !$are t$an
it! competitor!1 Coca-Cola $a! an eecti&e marketing an" a"&erti!ing campaign1 A! t$e
company "oe! not $a&e t$at !killul &illage "i!tri+utor t$ey cannot reac$ out to a lot o
people1 2$ere are lot! o recommen"ation! 5$ic$ are pro&i"e" or t$e impro&ement o t$e
unctionality in t$e marketing !ector 2$e company=! in&e!tment in local communitie! in
o&er 200 countrie! total! +illion! o "ollar! in <o+!3 acilitie!3 marketing3 purc$a!e o local
goo"! an" !er&ice! an" mo!t importantly t$e local +u!ine!! partner!$ip1
.ep!i i! a car+onate" !ot "rink pro"uce" an" manuacture" +y .ep!i(o1 2$e "rink 5a!
ir!t ma"e in t$e 18B0! +y p$armaci!t (ale+ Bra"$am in #e5 Bern3 #ort$ (arolina1 2$e
+ran" 5a! tra"emarke" on June 163 1B041 2$ere $a&e +een many .ep!i &ariant! pro"uce"
o&er t$e year! !ince 18B81 Bra"$am !oug$t to create a ountain "rink t$at 5a! "eliciou!
an" 5oul" ai" in "ige!tion an" +oo!t energy1 2$e original tra"emark application or
.ep!i*(ola 5a! ile" on Septem+er 243 1B02 5it$ regi!tration appro&e" on June 163 1B041
In t$e applicationC! !tatement3 (ale+ Bra"$am "e!cri+e! t$e tra"emark a! an3 Dar+itrary
$yp$enate" 5or" D.@.SI*(ELA3D an" in"icate" t$at t$e mark 5a! in continuou! u!e or
$i! +u!ine!! !ince Augu!t 13 1B011 During t$e :reat Depre!!ion3 .ep!i gaine" popularity
6
ollo5ing t$e intro"uction in 1B46 o a 12*ounce +ottle1 Initially price" at 10 cent!3 !ale!
5ere !lo53 +ut 5$en t$e price 5a! !la!$e" to i&e cent!3 !ale! increa!e" !u+!tantially1
Ait$ a ra"io a"&erti!ing campaign eaturing t$e <ingle D.ep!i* (ola $it! t$e !pot F 25el&e
ull ounce!3 t$atC! a lot F 25ice a! muc$ or a nickel3 too F .ep!i*(ola i! t$e "rink or you3D
arrange" in !uc$ a 5ay t$at t$e <ingle ne&er en"!1 .ep!i encourage" price*5atc$ing
con!umer! to !5itc$3 o+li-uely reerring to t$e (oca*(ola !tan"ar" o !i6 ounce! per
+ottle or t$e price o i&e cent! /a nickel03 in!tea" o t$e 12 ounce! .ep!i !ol" at t$e !ame
price1 (oming at a time o economic cri!i!3 t$e campaign !uccee"e" in +oo!ting .ep!iC!
!tatu!1 In 1B47 >0030003000 +ottle! o .ep!i 5ere con!ume"1 9rom 1B46 to 1B483 .ep!i*
(olaC! proit! "ou+le"1 Aalter Mack 5a! name" t$e ne5 .re!i"ent o .ep!i*(ola an"
gui"e" t$e company t$roug$ t$e 1B80!1 Mack3 5$o !upporte" progre!!i&e cau!e!3 notice"
t$at t$e companyC! !trategy o u!ing a"&erti!ing or a general au"ience eit$er ignore"
Arican American! or u!e" et$nic !tereotype! in portraying +lack!1 7e reali;e" Arican
American! 5ere an untappe" nic$e market an" t$at .ep!i !too" to gain market !$are +y
targeting it! a"&erti!ing "irectly to5ar"! t$em1 In 1B7>3 .ep!i intro"uce" t$e .ep!i
($allenge marketing campaign 5$ere .ep!i(o !et up a +lin" ta!ting +et5een .ep!i*(ola
an" ri&al (oca*(ola1 During t$e!e +lin" ta!te te!t! t$e ma<ority o participant! picke"
.ep!i a! t$e +etter ta!ting o t$e t5o !ot "rink!1 .ep!i(o took great a"&antage o t$e
campaign 5it$ tele&i!ion commercial! reporting t$e re!ult! to t$e pu+lic1
2$i! report pro&i"e! an analy!i! an" e&aluation o t$e .ep!i an" (oca cola in t$eir
cu!tomer !egmentation mo"el!1 2$i! met$o" o analy!i! inclu"e! Market Segmentation3
Market 2argeting3 Market .o!itioning3 a! 5ell a! t$e Marketing Mi6 o .ep!i an" (oca
cola1 2$e re!earc$ "ra5! attention to t$e Market !egmentation o t$e +ot$ companie!3
5$ile t$e !ot "rink in"u!try $a! pro+a+ly t$e 5i"e!t an" "eepe!t cu!tomer +a!e in t$e
5orl" an" &aria+le o .ep!i an" (ola marketing 5ay!1
Sabyasachi Bosu/
7
.IST O< ABBR)+IATIO'S
AML G A+"ul Monem Limite"
2BL = 2a+ani Be&erage! Limite"
SAE2 G Strengt$3 Aeakne!!3 Epportunity an" 2$reat
MBA G Ma!ter! o Bu!ine!! A"mini!tration
(SDG (ar+onate" Sot Drink
S-GS-uire
Lt"1GLimite"
ISEG International Stan"ing Ergani;ation
BS2IG Bangla"e!$ Stan"ar" o 2e!ting In!titute
Table of Contents
8
Contents Pages
(o&er .age 5
2itle 3
Letter o Declaration >
(ertiicate ?
Ackno5le"gement! @
@6ecuti&e Summary A$B
Li!t o A++re&iation! C
2a+le o (ontent! D$52
Li!t o 2a+le! 55
Li!t o 9igure! 53
Li!t o ($art! 5>
Chapter-1: Introduction 14-19
111 .ream+le 1>
112 Signiicance o t$e Stu"y 1>
114 Literature ,e&ie5 1>*16
118 E+<ecti&e o t$e Stu"y 17
11> Scope o t$e Stu"y 17
116 Met$o"ology o t$e Stu"y 17
117 7ypot$e!i! 9ormulation 18*1B
118 Limitation! 1B
Chapter-2: Overview of the Report 20-48
211 Backgroun" o t$e ,eport 21
212 Mi ! ! i on St at ement o (oca* (ol a 21*22
214 7i!tory o (oca*(ola International 24*42
218 Mi ! ! i on St at ement o .ep! i (ol a 42*4>
21> 7i!tory o .ep!i (ola 4>*86
216 .ro"uct! 9eature 87*88
Chapter-: !na"#$ing %ar&et 'rend of Car(onated )oft *rin&s
Industr# in +ang"adesh: ! Co,parative !na"#sis (etween Co&e
v-s Pepsi Co"a
49-102
411 Analy;e Bangla"e!$ Market 8B
412 Analy;e t$e #ee"!3 Aant! an" Deman"! o Sot Drink!
In"u!try in Bangla"e!$
8B*>0
414 2arget Market an" Market Segmentation o (oke &F! .ep!i >0*>2
418 Segmentation >2*>8
41> Marketing Mi6 >>*102
o 41>11 .ro"uct >7*62
H 41>1111 Bran" #ame o (oca (ola an" .ep!i 64*7>
o 41>12 .rice 7>*78
o 41>14 .lace 78*B1
o 41>18 .romotion B2*101
o 41>1> .ackaging 101
o 41>16 .roce!! 101
o 41>17 .eople 101
o 41>18 .$y!ical @&i"ence 102
o 41>1B .olitic! 102
Chapter-4: !na"#sis of the )tud# 10-120
B
811 SAE2 Analy!i! 108*10>
HSAE2 Analy!i! o (oca (ola 108
HSAE2 Analy!i! o .ep!i (ola 10>
812 Iue!tionnaire Analy!i! 106*118
814 7ypot$e!i! 2e!ting 118* 120
Chapter-.: /indings 0 Reco,,endations 121-12.
>11 9in"ing! o t$e Stu"y 122*124
>12 (onclu!ion 124*128
>14 ,ecommen"ation! 128*12>
+i("iograph# 121-122
!ppendi3es-!: 4uestionnaire 128-129
.ist of Tables
'a("es Pages
2a+le*1 42*44
2a+le*2 48
2a+le*4 87
2a+le*8 88
2a+le*> 88*8B
2a+le*6 8B
2a+le*7 8B
10
2a+le*8 88
2a+le*B >0
2a+le*10 >1
2a+le*11 60
2a+le*12 62*64
2a+le*14 7>
2a+le*18 78
2a+le*1> 7B*80
2a+le*16 8>*86
2a+le*17 B0
2a+le*18 B0
2a+le*1B B1
2a+le*20 B1
2a+le*21 B2
2a+le*22 B2
2a+le*24 B4
2a+le*28 B4
2a+le*2> B6
2a+le*26 B6
2a+le*27 B8
2a+le*28 B8
2a+le*2B BB
2a+le*40 BB
2a+le*41 102
2a+le*42 106
.ist of <igures
/igures Pages
9igure*1 B
9igure*2 81
9igure*4 88
9igure*8 68
9igure*> 67
9igure*6 67
9igure*7 68
11
9igure*8 6B
9igure*B 6B
9igure*10 70
9igure*11 70*71
9igure*12 72
9igure*14 78
9igure*18 76
9igure*1> 84
9igure*16 88
9igure*17 88
9igure*18 8>
.ist of Charts
Charts Pages
($art*1 >8
($art*2 >>
($art*4 >B
($art*8 60
($art*> 7B
($art*6 B8
12
($art*7 B>
($art*8 B7
($art*B 100
($art*10 101
14
Chapter$5
Introduction
Chapter$5
Introduction
5/5 &rea!ble
18
Analy;e t$e marketing tren"! o !ot "rink in"u!try in Bangla"e!$ pro&i"e! u! a
tran!parent image a+out t$e in"u!try1 2$roug$ t$i! report 5e can kno5 t$e pre!ent
!cenario !ot "rink! market an" t$e inten!ity o competition1 Be!i"e! 5e can analy;e t$e
perormance o "ome!tic companie! in t$i! in"u!try along 5it$ t$e multinational
companie! an" t$eir marketing policie! an" !trategie!1
5/3 Significance of Study
2$oug$ all o it! limitation t$i! report play a !igniicant role to analy;e t$e marketing
tren"! o !ot "rink! in"u!try in Bangla"e!$1 2$i! report pro&i"e! u! kno5le"ge $o5 t$e
!ot "rink! companie! !elect t$eir target market!3 !egment t$e target market!3 market
po!itioning an" "e!ign t$eir marketing mi6e!1 In t$i! report 5e try to mea!ure t$e
competition le&el in t$e market an" analy;e t$e -ue!tionnaire an" tran!late t$e "ata
t$roug$ &ariou! !tati!tical mea!urement!1
5/> .iterature Re"ie#
2$e !tu"y o JMarketing .lan on (oca (olaK /200603 perorme" +y M"1 Mo!a""ek
7o!!en3 2anima 2rina3 So$el Ma$mu"3 Sa+rina ($a5"$ury o In"epen"ent %ni&er!ity3
Bangla"e!$ 5a! carrie" out t$e inormation regar"ing t$e o&er&ie5 o (oca (ola3 it!
mi!!ion an" &i!ion3 policy an" !trategy a! 5ell a! it! all o&er marketing acti&ate!1 It i!
al!o analy!i! t$e competitor=! acti&ity in t$e market +ut it! not enoug$ an" con!i"era+le
or my !tu"y1
2$e !tu"y o J($annel o Di!tri+ution o (oca (olaK /200703 pre!ente" +y t$e Sounak
($akra+orty3 A+$i!$ek Sa$u analy!i! only t$e "i!tri+ution !trategy an" c$annel o (oca
(ola in t$e conte6t o In"ia3 Bi"a"i .lant o Bangaluru31 But it can not pro&i"e any
me!!age o t$e "i!tri+ution c$annel o Bangla"e!$1
2$e term pro<ect o JMarketing Strategy o (oca (olaK pu+li!$e" +y Sami %lla$ '$an
$a! "one a "ept$ analy!i! a+out t$e marketing !trategy o (oca (ola (ompany +ut it $a!
"one +a!e" on t$e .aki!tan market3 it $a! no connection 5it$ t$e market o Bangla"e!$1
2$e report on J7, .LA##I#: L .,A(2I(@S E9 A LE(AL E, M%L2I#A2IE#AL
(EM.A#M /(oca (ola3 Bangla"e!$03 /20100 pre!ente" +y Min$a; Mo!taa ,e;&i3
In"epen"ent %ni&er!ity3 Bangla"e!$1 In $i! report $e analy;e" a+out t$e $uman re!ource
policy an" !trategy o (oca (ola (ompany in Bangla"e!$ +ut it not matc$ 5it$ my !tu"y1
1>
2$ere 5a! a report pu+li!$e" +y Ankan"$k3 title J(omparati&e analy!i! o marketing
!egmentation3 targeting !trategy +et5een .ep!i &F! (oca (ola in A!ia /Bangla"e!$0K1 2$i!
!tu"y i! little +it clo!er to my !tu"y +ut $e only analy!i! t$e !egmentation3 targeting
!trategy +et5een .ep!i &F! (oca (ola +ut in my !tu"y I analy!i! t$e market tren"! o +ot$
companie! along 5it$ !egmentation3 targeting !trategy1
2$e !tu"y o JDi!tri+ution ($annel o .ep!iK /200B03 pre!ente" +y Ak$il :upta3 Am+reen
9atma3 Su+$ra<it Dutt an" in t$i! report t$ey analy!i! t$e Di!tri+ution ($annel3 ($annel
Mem+er! role3 @&aluation3 Limitation! an" recommen"ation! +ut all o t$e!e "one on t$e
+a!i! o In"ian Market1
2$e t$e!i! paper on J(on!umer Attitu"e to5ar"! 2$e .@.SI (olaN In t$e Sot Drink
In"u!try o Bangla"e!$K /20100 pre!ente" +y 7umayun ,a!$i"3 Stamor" %ni&er!ity
Bangla"e!$ an" $e $a! !$o5n (on!umer Attitu"e to5ar"! 2$e .@.SI (ola +a!e" on
Bangla"e!$ market +ut it not analy!i! t$e market tren" o !ot "rink! in"u!try in our
country1
En t$e +a!i! o a+o&e analy!i! 5e can !ay t$at3 our re!earc$ title i! JAnaly;ing Market
2ren" o (ar+onate" Sot Drink! In"u!try in Bangla"e!$: A (omparati&e Analy!i!
+et5een (oca*(ola &F! .ep!i (olaK1 In t$i! re!earc$ 5e "eeply analy!i! t$e marketing
!trategy an" policy3 t$e all o&er marketing acti&itie!3 con!umer attitu"e! an" current
market tren"! o !ot "rink! in"u!try in Bangla"e!$1 So it i! uni-ue 5ork1
5/? Ob0ecti"e of the Study
2$e o+<ecti&e o t$e report are gi&en +elo5*
2o analy;e t$e current !ot "rink! market in Bangla"e!$1
2o analy;e t$e !cenario car+onate" !ot "rink! in"u!try in Bangla"e!$1
2o analy;e t$e marketing an" !ale! acti&itie! o (E(A* (ola .@.SI (ola
companie!
16
2o analy;e t$e attitu"e component relati&e to t$e (E(A* (ola .@.SI (ola1
5/@ Scope of the Study
Stu"y o t$i! report i! conine" only t$e comparati&e !tu"y o marketing tren"! o (oca*
(ola &F! .ep!i (ola in Bangla"e!$ market1 In t$i! report 5e analy;e t$e target market3
market !egmentation3 po!itioning an" analy;e t$e "e!ign o marketing mi6 o +ot$ cola1
2$roug$ t$e collection o nece!!ary "ata an" inormation rom re!pon"ent! 5e mea!ure
t$e current market !$are an" !ale! analy!i! in pre!ent market1 2$roug$ t$e !ur&ey I <u!t
try to in" out t$e attitu"e to5ar"! t$e .@.SI (ola in t$e !ot "rink in"u!try o
Bangla"e!$1
5/A Methodology of the study
2$i! !tu"y 5a! carrie" out +ot$ on t$e +a!i! o primary an" !econ"ary "ata1 9or t$e
primary "ata I a"mini!tere" an un!tructure" -ue!tionnaire !ur&ey 5it$ !ome !tu"ent! o
#ort$ern %ni&er!ity Bangla"e!$ /'$ulna (ampu!0 an" con"uct t$e telep$one inter&ie5
5it$ t$e current !tu"ent! o ot$er repute" pri&ate uni&er!itie!3 an" !ome o t$e
pro!pecting !tu"ent! 5$o are 5illing to get a"mi!!ion in t$e pri&ate uni&er!itie! an" al!o
5it$ !ome o t$e !tu"ent! o pu+lic uni&er!itie! to kno5n a+out t$eir opinion a+out (oke
an" .ep!i1 9or !econ"ary "ata I $a&e gone t$roug$ !e&eral "ierent 5e+ !ite! o t$e
.ep!i3 (oke an" t$eir catalog!1
5/B (ypothesis <or!ulation
(ypothesis5
At B>O coni"ence le&el
70: (oca (ola an" .ep!i (ola !elect t$eir target market an" market !egmentation +a!e"
on t$e market re!earc$1
17
71: (oca (ola an" .ep!i (ola "o not u!e market re!earc$ to !elect t$eir target market an"
market !egment1
(ypothesis3
At B>O coni"ence le&el
70: Analy!i! t$e marketing mi6 o (oca (ola an" .ep!i (ola to "e!ign t$eir marketing
!trategie!1
71: Do not analy!i! t$e marketing mi6 o (oca (ola an" .ep!i (ola to "e!ign t$eir
marketing !trategie!1
(ypothesis>
At B>O coni"ence le&el
70: Analy!i! t$e +ran"! o (oca (ola an" .ep!i (ola (ompany1
71: Do not analy!i! t$e +ran"! o (oca (ola an" .ep!i (ola (ompany1
(ypothesis?
At B>O coni"ence le&el
70: Analy!i! t$e market tren"!3 current market con!umption rate an" market !$are o
(oca (ola an" .ep!i (ola1
71: Do not analy!i! t$e market tren"!3 current market con!umption rate an" market !$are
o (oca (ola an" .ep!i (ola1
(ypothesis@
At B>O coni"ence le&el
70: Analy!i! t$e ($annel o Di!tri+ution o (oca (ola an" .ep!i (ola1
71: Do not analy!i! t$e ($annel o Di!tri+ution o (oca (ola an" .ep!i (ola1
18
5/C .i!itations
(ertain limitation! are ace" 5$ile prepare t$i! term paper i! P
Due to time con!traint I coul" not collect "ata properly an" make t$e report a
more re!ourceul one1
During t$e ill up t$e -ue!tionnaire mo!t o t$e re!pon"ent may not gi&e t$e
proper inormation1
Due to money con!traint I coul" not collect "ata properly an" make t$e report a
more !ucce!!ul one1
.olitical con"ition 5a! !o terri+le !o I can=t go to t$e company to kno5 a+out
t$eir inormation.
1B
Chapter$3
O"er"ie# of the report
3/5 Background of the report
20
Chapter$3
O"er"ie# of the Report
9oun"e" in 18863 t$e coca*cola company i! t$e 5orl"=! lea"ing manuacturer3 marketer3
an" "i!tri+utor o nonalco$olic +e&erage concentrate! an" !yrup!1 2$e company=!
corporate $ea"-uarter! are in Atlanta3 5it$ local operation! in o&er 200 countrie! aroun"
t$e 5orl"1
Alt$oug$ (oca*(ola 5a! ir!t create" in t$e %nite" State!3 it -uickly +ecame popular
5$ere&er it 5ent1 Eur ir!t international +ottling plant! opene" in 1B06 in (ana"a3 (u+a
an" .anama3 !oon ollo5e" +y many more1 2o"ay3 it pro"uce! more t$an 400 +ran"!1
More t$an 70 percent o it! income come! rom out!i"e t$e %1S13 +ut t$e real rea!on
(oca*(ola i! a truly glo+al company i! t$at it! pro"uct! meet t$e &arie" ta!te preerence!
o con!umer! e&ery5$ere
3/ 3 Mi ssi on St at e!ent of Coca$ Col a
,e!pect or la+or an" a $uman rig$t i! t$e un"amental to Coca-Co"a (ompany=!
principle! or con"ucting +u!ine!! aroun" t$e 5orl"1 Ae treat our employee! in more t$at
200 countrie! in 5$ic$ 5e "o +u!ine!! in airne!!3 "ignity 5it$ re!pect1 Er +ottling
partner! an" 5e operate in accor"ance 5it$ local la5! an" contri+ute to t$e communitie!1
%ltimately3 a company=! i"entity i! mea!ure" +y $o5 it connect! 5it$ people an" 5it$ t$e
5orl" aroun" it1 2$at i! 5$y 2$e (oca*(ola (ompany=! mi!!ion i! articulate" a! a
promi!e1
The Coca-Co"a Co!pany e;ists to
Benefit and refresh e"eryone it touches/
All o our !ucce!!3 +ot$ pa!t an" uture3 i! a pro"uct o t$i! promi!e1 Eur gro5t$
$inge! upon our a+ility to +uil" an" nature relation!$ip*5it$ con!umer!3 cu!tomer!3
+ottling partner!3 !upplier!3 go&ernment agencie!3 communitie!3 employee! an" !$are
$ol"er!1 9urt$er3 a! 5e $elp to +uil" t$ri&ing communitie! all aroun" t$e 5orl"3 5e !eek
to en!ure a $ealt$y an" !u!taina+le marketplace or our +e&erage!*to"ay3 an" ar into t$e
uture1
+i s i on
JAll o u! in t$e (oca*(ola amily 5ake up eac$ morning kno5ing t$at e&ery !ingle one
o t$e 5orl"=! >16 +illion people 5ill get t$ir!ty t$at "ay111 an" t$at 5e are t$e one! 5it$
t$e +e!t opportunity to rere!$ t$em1 Eur ta!k i! !imple: make (oca*(ola an" our ot$er
21
pro"uct! a&aila+le3 aor"a+le3 an" accepta+le to t$em3 -uenc$ing t$eir t$ir!t an"
pro&i"ing t$em a perect moment o rela6ation1 I 5e "o t$i!111 i 5e make it impo!!i+le
or t$e!e >16 +illion people to e!cape (oca*(ola111 t$en 5e a!!ure our uture !ucce!! or
many year! to come1 Doing anyt$ing el!e i! not an option1K
Motto of Coca-Cola:
2$roug$ out t$e $i!tory o t$e 5orl"=! mo!t popular !ot "rink3 a"&erti!ing or Coca-
Cola $a! ollo5e" t$e tren"! o time/ Coca-Colas a"&erti!ing !logan! are
memora+le an" create la!ting impre!!ion!1 Since t$e ir!t !logan 5a! intro"uce" in 1886
QDelicious and refreshing=1 2$e o&erall t$eme $a! +een rere!$ment* one o t$e plea!ant
t$ing! in lie3 "i!tincti&e an" a&aila+le nearly e&ery5$ere1 Motto ollo5e" t$e lea" to
make Coca-Cola t$e +e!t kno5n !ot "rink in t$e 5orl"1
2o"ay3 motto or Coca-Cola an" t$e company=! ot$er pro"uct! are careully aime"
to5ar"! in"i&i"ual ta!te! 5$ile un"er!tan"ing t$e uni&er!al appeal o rere!$ment1 An"
&ery appropriately3 t$e company $a! glo+ally launc$e" it! ne5 motto 2$eme PJ@n<oy
Coca-Cola.
QCoca-Cola motto=3 t$e 5orl"=! +e!t*kno5n con!umer pro"uct "eman"! t$e talent! o
proe!!ional! in many "ierent area!1 2$e motto! t$at $a! u!e" till no5 are:
Dil thanda to duniya thanda
Ee are co!!i t t e d t o $
Buil"ing preerence L market lea"er!$ip or our +ran"!
Ac$ie&e -uality e6cellence an" !er&e our cu!tomer! 5it$ -uality pro"uct!1
Ma6imi;ing proit!
De&eloping .eople
Eptimum utili;ation o a!!et!
Shared +al ues $
A@ ?AL%@ L ,@S.@(2 E%, .@E.L@
A@ (EMM%#I (A2@ E.@#LM
A@ 7A?@ I #2@:,I 2M
A@ A,@ (EMMI 22@D 2E AI ##I #:
22
Be l i e f s $
2$ere i! muc$ in our 5orl" to cele+rate3 rere!$3 !trengt$en an" protect1 2$e
(oca*(ola (ompany i! a &i+rant net5ork o people3 in nearly 200 countrie!3
putting citi;en!$ip into action1 2$roug$ our action! a! local citi;en!3 5e !tri&e
e&ery "ay to rere!$ t$e marketplace3 enric$ t$e 5orkplace3 protect t$e
en&ironment an" !trengt$en our communitie!1
Ae are a local employer3 5it$ re!pon!i+ility to ena+le our people to tap into t$eir
ull potentialN 5orking at t$eir inno&ati&e +e!t an" repre!enting t$e "i&er!ity o t$e
5orl" 5e !er&e1
Ae are an in&e!tor in local economie! an" a "ri&er o marketplace inno&ation3
5it$ a re!pon!i+ility to act a! a goo" !te5ar" o our natural en&ironment1 A local
citi;en3 un"er!tan"ing our re!pon!i+ility to contri+ute to an impro&e" -uality o
lie in our communitie!1
Strategic -oals
)hort ter,
2o create Quality, Service, Cleanliness an" Value in their current product
5ong ter,
2o ac-uire t$e po!ition a! a market lea"er o t$e +e&erage in"u!try in Bangla"e!$ +y
pro"ucing L !er&ing $ig$*-uality an" $ig$ &alue*a""e" !ot "rink1
Manage!ent Manage!ent
24
($airman
Boar" o go&ernor!
?ice ($airman an" c$ie operating
oicer
@6ecuti&e ?ice .re!i"ent!
Senior ?ice .re!i"ent!
?ice .re!i"ent!
2$e $ierarc$y o (oca (ola (ompany i! a! ollo5!1
<igure 5$Coca Cola Manage!ent
3/> (istory of Coca$Cola International
(oca*(ola @nterpri!e!3 e!ta+li!$e" in 1B863 i! a young company +y t$e !tan"ar"! o t$e
(oca*(ola !y!tem1 Met eac$ o it! ranc$i!e! $a! a !trong $eritage in t$e tra"ition! o
(oca*(ola t$at i! t$e oun"ation or t$i! (ompany1
2$e (oca*(ola (ompany trace! it=! +eginning to 18863 5$en an Atlanta p$armaci!t3 Dr1
Jo$n .em+erton3 +egan to pro"uce (oca*(ola !yrup or !ale in ountain "rink!1 7o5e&er
t$e +ottling +u!ine!! +egan in 18BB 5$en t5o ($attanooga +u!ine!!men3 Ben<amin 91
2$oma! an" Jo!ep$ B1 A$ite$ea"3 !ecure" t$e e6clu!i&e rig$t! to +ottle an" !ell (oca*
(ola or mo!t o t$e %nite" State! rom 2$e (oca*(ola (ompany1
5CCA
En May 83 18863 Atlanta "ruggi!t Dr1 Jo$n Styt$ .em+erton /ormer (one"erate oicer0
in&ente" D(oca*(olaD !yrup u!ing melte" !ugar3 5ater an" ot$er ingre"ient!1 It 5a! mi6e"
in a 40*gal1 Bra!! kettle $ung o&er a +ackyar" ire1 It 5a! markete" a! a D+rain an" ner&e
tonicD in "rug!tore!1
28
7e ir!t D"i!tri+ute!K (oca*(ola +y carrying it in a <ug "o5n t$e !treet to Jaco+!=
.$armacy1 9or i&e cent!3 con!umer! can en<oy a gla!! o (oca*(ola at t$e !o"a ountain1
2$i! year3 !ale! o (oca*(ola a&erage nine "rink! per "ay1
9rank M1 ,o+in!on3 .em+ertonC! +ookkeeper3 5a! t$e per!on 5$o !ugge!te" t$e name
D(oca*(olaD3 5$ic$ 5a! c$o!en +ecau!e +ot$ 5or"! actually name" t5o ingre"ient!
oun" in t$e !yrup1 2$ey 5ere t$e coca lea an" t$e 'ola nut1 ,o+in!on !pelle" 'ola
5it$ a J(K to make it look +etter in a"&erti!ing1
(oca*(ola 5a! ir!t !ol" or >R a gla!! at a !o"a ountain in Jaco+C! .$armacy in Atlanta
+y Ailli! ?ena+le1 2$e ir!t yearC! gro!! !ale! 5ere S>0 an" a"&erti!ing co!t! 5ere S741B61
2$e original ormula inclu"e" e6tract! o t$e Arican kola nut an" coca lea&e!3 +ot$
!trong !timulant!1 D(oca*(olaD 5a! one o t$ou!an"! o e6otic patent me"icine! !ol" in
t$e 1800=! t$at actually containe" trace! o cocaine1
5CCC
In 18883 A!a :rigg! (an"ler +oug$t t$e company rom Dr1 .em+erton1 Later t$at !ame
year3 Dr1 .em+erton "ie"1 By 1B183 (an"ler $a" ac-uire" a ortune o !ome S>0 million1
Ba!e+all $all o amer (o++3 a :eorgia nati&e3 5a! anot$er early in&e!tor in t$e company1
5CD5
Atlanta entrepreneur A!a :rigg! (an"ler ac-uire! complete o5ner!$ip o t$e (oca*(ola
+u!ine!! or S234001 Ait$in our year!3 $i! merc$an"i!ing lair $elp! e6pan" con!umption
o (oca*(ola to e&ery part o t$e nation1 In t$i! year (oca*(ola pro"uce" it! ir!t
calen"ar1
5CD>
2$e tra"emark D(oca*(olaK name an" !cript are regi!tere" 5it$ t$e %1S1 .atent an"
2ra"emark Eice1 Dr1 .em+ertonC! partner an" +ookkeeper3 9rank M1 ,o+in!on
!ugge!te" t$e name an" penne" D(oca*(olaD in t$e uni-ue lo5ing !cript t$at i! amou!
5orl"5i"e to"ay1 Mr1 ,o+in!on t$oug$t3 D2$e t5o (=! 5oul" look 5ell in a"&erti!ing1D
5CD?
2>
(oca*(ola +egan a! a ountain pro"uct3 +ut can"y merc$ant Jo!ep$ A1 Bie"en$arn o
Mi!!i!!ippi 5a! looking or a 5ay to !er&e t$i! rere!$ing +e&erage at picnic!1 7e +egin!
oering +ottle" (oca*(ola3 u!ing !yrup !$ippe" rom Atlanta3 "uring t$i! e!pecially +u!y
!ummer1 Jo!ep$ A1 Bie"en$arn3 o5ner o t$e Bie"en$arn (an"y (ompany in ?ick!+urg3
Mi!!i!!ippi3 ir!t +ottle" D(oca*(ola1D
5CD@
D(oca*(ola i! no5 "runk in e&ery !tate an" territory in t$e %1S1D * A!ia (an"ler1
5CDC
2$e (ompany outgro5! it! acilitie! an" a ne5 +uil"ing i! erecte" at @"ge5oo" A&enue
an" (ollege StreetTlater to +e calle" D(oca*(ola .lace1D 2$i! year3 t$e (ompany enter!
t$e market! o (ana"a an" Me6ico1
5CDD
Large*!cale +ottling +ecome! po!!i+le 5$en A!a (an"ler grant! e6clu!i&e rig$t! to Jo!ep$
B1 A$ite$ea" an" Ben<amin 91 2$oma! o ($attanooga3 2enne!!ee3 or one "ollar1 2$e
contract mark! t$e +eginning o 2$e (oca*(ola (ompany=! uni-ue in"epen"ent +ottling
!y!tem t$at remain! t$e oun"ation o (ompany !ot*"rink operation!1 Ait$in 20 year!3
t$e regional +ottling !y!tem 5ill gro5 to inclu"e 13000 +ottler!3 5it$ operation! in (u+a3
.uerto ,ico3 .anama3 t$e .$ilippine! an" :uam1
5D2>
By 1B043 t$e u!e o cocaine 5a! contro&er!ial an" D(oca*(olaD "eci"e" to u!e only
D!pent coca lea&e!1D It al!o !toppe" a"&erti!ing D(oca*(olaD a! a cure or $ea"ac$e! an"
ot$er ill!1
5D2A
(u+a an" .anama +ecome t$e ir!t t5o countrie! out!i"e t$e %1S1 to +ottle (oca*(ola1
5D5@
26
Aroun" t$i! time3 +ottle! u!e" +y companie! in t$e !ot*"rink in"u!try are &ery !imilar1
An" (oca*(ola $a! many imitator!3 5$ic$ con!umer! are una+le to i"entiy until t$ey
take a !ip1 2$e an!5er i! to create a "i!tinct +ottle or (oca*(ola3 one t$at anyone 5oul"
recogni;e3 e&en i it 5ere elt in t$e "ark1 A! a re!ult3 t$e ,oot :la!! (ompany o 2erre
7aute "e&elop! t$e genuine (oca*(ola +ottle 5it$ t$e contour !$ape no5 kno5n aroun"
t$e 5orl"1 It replace! t$e !traig$t*!i"e" +ottle3 gi&ing (oca*(ola a "i!tinct packaging
a"&antage o&er t$e imitation!1
5D5D
2$e (oca*(ola (ompany i! !ol" or S2> million to Atlanta +anker @rne!t Aoo"ru an" a
group o in&e!tor!1 Aoo"ru 5a! appointe" pre!i"ent o D(oca*(olaD on April 283 1B24
an" !taye" on t$e <o+ until 1B>>12$e !ame year3 t$e (ompanyC! !tock i! ir!t !ol" to t$e
pu+lic at S80 a !$are1 Ene o t$e!e original !$are! 5a! 5ort$ a+out S617 million at t$e en"
o 1BB8 /a!!uming all "i&i"en"! 5ere ,ein&e!te"01
5D32
2$e (oca*(ola (ompany e!ta+li!$e! a manuacturing operation in 9rance1 %1S1 Supreme
(ourt Ju!tice Eli&er Aen"ell 7olme! rule! t$at (oca*(ola i! a !ingle t$ing coming rom
a !ingle !ource an" 5ell kno5n to t$e community1
5D3>
,o+ert A1 Aoo"ru3 !on o @rne!t Aoo"ru3 +ecome! pre!i"ent o 2$e (oca*(ola
(ompany1 7i! in!i!tence on -uality an" more t$an !i6 "eca"e! o lea"er!$ip take t$e
+u!ine!! to unri&ale" $eig$t! o commercial !ucce!!3 making (oca*(ola an in!titution t$e
5orl" o&er1 In Marc$ 1B243 D(oca*(olaD 5a! !ol" in a 6*+ottle carton or t$e ir!t time in
#e5 Erlean!3 Loui!iana1 2o"ay3 pro"uct! o 2$e (oca*(ola (ompany are con!ume" at
t$e rate o more t$an one +illion "rink! per "ay1
5D3A
2$e 9oreign Department +ecome! a !u+!i"iary later kno5n a! 2$e (oca*(ola @6port
(orporation1
5D3C
27
Annual +ottle" (oca*(ola !ale! e6cee" ountain !ale! or t$e ir!t time1 Al!o t$i! year3
(oca*(ola make! it! ir!t Elympic appearance 5$en 13000 ca!e! o (oke accompany t$e
%1S1 Elympic 2eam to Am!ter"am1
5D3D
Si6ty*our +ottling operation! are locate" in 28 countrie!3 !prea"ing rere!$ment
5orl"5i"e1 Al!o t$i! year3 t$e ountain gla!! i! a"opte" a! !tan"ar"3 an" D2$e .au!e t$at
rere!$e!D ir!t appear! in t$e Satur"ay @&ening .o!t1
5D>>
2$e automatic ountain "i!pen!er i! intro"uce" at t$e ($icago Aorl"C! 9air1 By !imply
pulling a $an"le3 !o"a <erk! can no5 !er&e uniorm3 properly rerigerate" (oca*(ola1
5D>A
2$i! year3 2$e (oca*(ola (ompany o+!er&e! it! >0t$ anni&er!ary1 2$ree*"ay +ottler!=
con&ention3 a motion picture c$ronicling t$e (ompany=! early year3 an" e&en a !pecial
anni&er!ary logo are part o t$e cele+ration1
5D?5
D@&ery man in uniorm get! a +ottle o (oca*(ola or > cent!3 5$ere&er $e i! an"
5$ate&er it co!t!DT,o+ert Aoo"ru1 Al!o t$i! year3 t$e tra"emark D(okeK ir!t recei&e!
e-ual prominence in a"&erti!ing 5it$ D(oca*(ola1D
5D?3
DItC! t$e ,eal 2$ingD i! ir!t u!e" in (oke a"&erti!ing1 En Decem+er 2>3 2$e (oca*(ola
(ompany3 in cooperation 5it$ t$e Aar an" #a&y Department!3 !pon!or! a !pecial 12*$our
ra"io +roa"ca!t to more t$an 182 !tation!1 2itle" D%ncle Sam=! ($ri!tma! 2ree3D t$e
program eature" 84 popular orc$e!tra! li&e rom 84 5i"ely !cattere" military +a!e! in t$e
%1S1
5D?>
En June 2B3 :eneral D5ig$t @i!en$o5er "i!patc$e! a ca+legram re-ue!ting a !$ipment o
4 million +ottle! o (oca*(ola an" complete e-uipment or +ottling3 5a!$ing3 reilling
an" capping t5ice mont$ly1
28
5D@2
@"gar Bergen an" $i! !i"ekick ($arlie Mc(art$y appear on t$e ir!t li&e net5ork
tele&i!ion !$o5 !pon!ore" +y 2$e (oca*(ola (ompany1
5D@@
2$e 10*3 12* an" 26*ounce king*!i;e an" amily*!i;e +ottle! are intro"uce" 5it$
imme"iate !ucce!!1 An" 9anta3 an orange*la&ore" +e&erage3 i! launc$e" in #aple!3 Italy1
It later +ecome! t$e tra"emark name or a line o la&ore" "rink! !ol" aroun" t$e 5orl"1
5DA2
Metal can! like t$e one! !ent to troop! "uring t$e 'orean Aar are no5 a&aila+le on
market !$el&e! e&ery5$ere1 Al!o t$i! year3 2$e (oca*(ola (ompany purc$a!e! 2$e
Minute Mai" (ompany1
5DA5
Sprite3 t$e lemon*lime "rink3 i! intro"uce" to t$e pu+lic1
5DAD
JItC! t$e ,eal 2$ingK make! a come+ack1
5DB5
Moung people rom aroun" t$e 5orl" gat$er on a $illtop in Italy to !ing DIC" like to +uy t$e
5orl" a (oke1D
5DBA
D(oke A""! LieD campaign i! intro"uce"1
5DBB
2$e uni-ue contour +ottle3 amiliar to con!umer! e&ery5$ere3 i! grante" regi!tration a! a
tra"emark +y t$e %1S1 .atent an"
2B
2ra"emark Eice3 an $onor a5ar"e" to only a e5 ot$er package!1
5DBD
(oke intro"uce! D7a&e a (oke an" a Smile3D a campaign o $eart5arming emotion +e!t
capture" +y t$e tele&i!ion commercial eaturing DMeanD Joe :reene3 a tackle on t$e
.itt!+urg$ Steeler! oot+all team1
5DC5
,o+erto (1 :oi;ueta i! electe" c$airman o t$e Boar" o Director! an" c$ie e6ecuti&e
oicer o 2$e (oca*(ola (ompany1 7e 5ill lea" t$e (ompany or 16 year!1
5DC3
2$e (oca*(ola (ompany intro"uce! "iet (oke to %1S1 (on!umer!3 marking t$e ir!t
e6ten!ion o t$e (ompany=! mo!t &alua+le tra"emark to anot$er pro"uct1 An" t$e D(oke
i! itUD t$eme i! tran!late" an" tailore" to reac$ con!umer! e&ery5$ere a! it i! launc$e"
5orl"5i"e1
5DC@
In April3 ater e6ten!i&e ta!te te!ting3 t$e (ompany intro"uce! a ne5 ta!te or (oca*(ola
in t$e %nite" State! an" (ana"aTDne5D (oke1 (on!umer! re!pon" 5it$ an
unprece"ente" outpouring o loyalty an" aection or t$e original ormula3 an" t$e
(ompany li!ten!1 In July3 t$e (ompany reintro"uce! t$e original ormula or (oca*(ola3
a! (oca*(ola cla!!ic1 Al!o t$i! year3 ($erry (oke i! intro"uce"1
5DCA
In t$e year o t$e (ompany=! 100t$ anni&er!ary3 t5o large %1S1 +ottler! com+ine to orm
(oca*(ola @nterpri!e!1 E&er time3 t$i! ne5 company 5ill a!!ume re!pon!i+ility or
+ottling operation! in :reat Britain3 9rance3 t$e #et$erlan"! an" Belgium1
5DCC
An in"epen"ent 5orl"5i"e !ur&ey conirm! t$at (oca*(ola i! t$e +e!t kno5n3 mo!t
a"mire" tra"emark in t$e 5orl"1
40
5DCD
2$e (oca*(ola (ompany !ell! (olum+ia .icture! to Sony (orporation1
5DD2
Aorl" o (oca*(ola3 an attraction eaturing a $i!torical an" uturi!tic look at (oca*(ola
a! 5ell a! a c$ance to !ample 2$e (oca*(ola (ompany pro"uct! rom aroun" t$e 5orl"
open! in Atlanta1
5DD?
M1 Dougla! I&e!ter i! electe" pre!i"ent an" c$ie operating oicer o 2$e (oca*(ola
(ompany1
5DDA
(oca*(ola !pon!or! t$e Summer Elympic! in t$e $ometo5n o 2$e (oca*(ola (ompany:
Atlanta3 :eorgia1 An" t$e (i!nero! Bottling (ompany3 t$e large!t !ot*"rink +ottler in
?ene;uela3 !5itc$e! rom .ep!i to (oca*(ola1
5DDB
Aorl" o (oca*(ola La! ?ega! open! complete 5it$ a $un"re"*oot*tall (oca*(ola
contour +ottle1 2$e (oca*(ola (ompany !pon!or! t$e Ainter Elympic! in #agano3 Japan3
marking t$e 70t$ anni&er!ary o t$e (ompanyC! Elympic partner!$ip1 #e5 pro"uct! (itra
an" Surge $it t$e market1 An" M1 Dougla! In&e!tor i! name" c$airman o t$e Boar" o
Director! an" c$ie e6ecuti&e oicer o 2$e (oca*(ola (ompany1 7e i! t$e tent$
c$airman o t$e +oar" in t$e (ompany=! $i!tory1
(i s t ory of Coc a$ c ol a i n Bangl ades h
@&en +eore our in"epen"ence o Bangla"e!$ t$e Coca-Cola (ompany $a! !tarte" it!
operation in Bangla"e!$1 Coca-Cola !tarte" it! operation un"er a ranc$i!e agreement1 In
Bangla"e!$ t$ere are t5o ranc$i!ee! con"ucting operation on +e$al o Coca-Cola
(ompany1 Ene i! Tabani Beverages Company Lt" an" t$e ot$er bul !onem "td#
41
2BL i! re!pon!i+le or "i!tri+uting (oca*(ola in D$aka3 t$e capital o Bangla"e!$ an"
,a<!$a$i Di&i!ion!1 AML i! re!pon!i+le or "i!tri+uting to t$e re!t o t$e country*
($ittagong3 '$ulna3 Bari!$al an" Syll$et1 7o5e&er3 (oca*(ola mainly concentrate! t$eir
"i!tri+ution in t$e ur+an area! o Bangla"e!$1
2a+ani Be&erage 5a! e!ta+li!$e" in 1B64 at 2>73 2e<gaon3 D$aka1 It $a" a rate" capacity
o >0 B.M on an" acre lan" area1 Ater in"epen"ence3 in 1B723 t$e plant 5a! $an"e" o&er
to Bangla"e!$1 9ree"om ig$ter 5elare tru!t un"er t$e mini!try o in"u!try 5it$ t$e
increa!e o gra"ual market "eman" in 1B8> tran!erre" an" ne5ly in!talle" t$e plant 5it$
an increa!e" capacity o 2>0 B.M at Mirpur on !e&en acre lan" area1 In 1BB4 a ne5 plant
5it$ >00 B.M capacitie! 5a! e!ta+li!$e" <u!t +e!i"e t$e pre&iou! plant1 #o5 t$e total
pro"uction line capacity o t$e company i! app1 840 B.M1 2a+ani +e&erage pro"uce! 17>
ml3 2>0 ml3 >0 ml an" 1000 ml gla!! +ottle1 2$ey !upply Coca-Cola "rink! to D$aka an"
,a<!$a$i "i&i!ion!1
Et$er t$an 2a+ani +e&erage t$e ot$er ranc$i!ee o Coca-Cola (ompany i! A+ul Monem
company lt"1 In 1B82 A+ul Monem !tarte" t$eir operation ater t$ey ac-uire" t$e plant o
'1 ,a$man L (ompany1 In 1B87 t$e company ma"e an aggre!!i&e mo&e to e6pan" t$eir
market1 2$ey in!talle" ne5 7 L ' +ottling line along 5it$ an" in!talle" capacity o 8>0
B.M at (omilla1 9urt$ermore t$ey company e!ta+li!$e" anot$er plant ($ittagong1 2$e
!tate o t$e art +ottling plant 5it$ an in!talle" capacity 600 B.M i! t$e mo!t mo"ern plant
in t$e country an" i! e-uippe" 5it$ t$e !traig$t*line*tec$nology rom '7S :erman1 A+ul
Monem pro"uce! t$e .@2 Bottle!3 (A#S an" :LASS Bottle! o a ne5ly intro"uce"
pro"uct1
2$e main (oca*(ola (ompany i! only re!pon!i+le or en!uring t$e !upply o t$e
JconcentrationK o (oca*(ola to t$e!e 2 +ottler! o Bangla"e!$ rom @gypt1 An" it i! t$e
re!pon!i+ility o t$e!e 2 +ottler! to collect t$e re!t o t$e ingre"ient! rom (oca*(ola=!
JAppro&e" ?en"or Li!tK1 (oca*(ola al!o pro&i"e! t$e!e +ottler! MMI /Ma!ter Mi6ing
In"e60 to en!ure t$at t$e ta!te o (oca*(ola remain! t$e !ame all o&er t$e 5orl"1 2$e
purpo!e o pro&i"ing t$e MMI i! to remain! !ame in all o t$e country3 +ut ta!te o (oca*
(ola "ier! rom t$e original (oca*(ola=! in Bangla"e!$ like ot$er Mu!lim country "ue
to t$e $alal ormula o (oca*(ola1 In Bangla"e!$ up to 4O alco$ol i! permi!!i+le3 (oca*
(ola !trictly ollo5 t$i! limit1
3/? Mi ssi on St at e!ent of &epsi Col a
42
Our Mission and +ision
At .ep!i(o3 5e +elie&e +eing a re!pon!i+le corporate citi;en i! not only t$e rig$t t$ing to
"o3 +ut t$e rig$t t$ing to "o or our +u!ine!!1
Our Mission
Eur mi!!ion i! to +e t$e 5orl"C! premier con!umer pro"uct! company ocu!e" on
con&enient oo"! an" +e&erage!1 Ae !eek to pro"uce inancial re5ar"! to in&e!tor! a! 5e
pro&i"e opportunitie! or gro5t$ an" enric$ment to our employee!3 our +u!ine!! partner!
an" t$e communitie! in 5$ic$ 5e operate1 An" in e&eryt$ing 5e "o3 5e !tri&e or
$one!ty3 airne!! an" integrity1
+i s i on
D.ep!i(oC! re!pon!i+ility i! to continually impro&e all a!pect! o t$e 5orl" in 5$ic$ 5e
operate * en&ironment3 !ocial3 economic * creating a +etter tomorro5 t$an to"ay1D
Eur &i!ion i! put into action t$roug$ program! an" a ocu! on en&ironmental !te5ar"!$ip3
acti&itie! to +eneit !ociety3 an" a commitment to +uil" !$are$ol"er &alue +y making
.ep!i (ola a truly !u!taina+le company1
&erfor!ance #ith &urpose
At .ep!i(o3 5eCre committe" to ac$ie&ing +u!ine!! an" inancial !ucce!! 5$ile lea&ing a
po!iti&e imprint on !ociety * "eli&ering 5$at 5e call .erormance 5it$ .urpo!e1
Eur approac$ to !uperior inancial perormance i! !traig$tor5ar" * "ri&e !$are$ol"er
&alue1 By a""re!!ing !ocial an" en&ironmental i!!ue!3 5e al!o "eli&er on our purpo!e
agen"a3 5$ic$ con!i!t! o $uman3 en&ironmental3 an" talent !u!taina+ility1
&epsiCo +alues F &hilosophy
Eur ?alue! L .$ilo!op$y are a relection o t$e !ocially an" en&ironmentally re!pon!i+le
company 5e a!pire to +e1 2$ey are t$e oun"ation or e&ery +u!ine!! "eci!ion 5e make1
Our Co!!it!ent
44
Ae are committe" to "eli&ering !u!taine" gro5t$ t$roug$ empo5ere" people acting
re!pon!i+ly an" +uil"ing tru!t1
Ehat It Means
Su!taine" :ro5t$ i! un"amental to moti&ating an" mea!uring our !ucce!!1 Eur -ue!t or
!u!taine" gro5t$ !timulate! inno&ation3 place! a &alue on re!ult!3 an" $elp! u! un"er!tan"
5$et$er to"ayC! action! 5ill contri+ute to our uture1 It i! a+out t$e gro5t$ o people an"
company perormance1 It prioriti;e! +ot$ making a "ierence an" getting t$ing! "one1
@mpo5ere" .eople mean! 5e $a&e t$e ree"om to act an" t$ink in 5ay! t$at 5e eel 5ill
get t$e <o+ "one3 5$ile a"$ering to proce!!e! t$at en!ure proper go&ernance an" +eing
min"ul o company nee"! +eyon" our o5n1
,e!pon!i+ility an" 2ru!t orm t$e oun"ation or $ealt$y gro5t$1 Ae $ol" our!el&e! +ot$
per!onally an" corporately accounta+le or e&eryt$ing 5e "o1 Ae mu!t earn t$e
coni"ence ot$er! place in u! a! in"i&i"ual! an" a! a company1 By acting a! goo"
!te5ar"! o t$e re!ource! entru!te" to u!3 5e !trengt$en t$at tru!t +y 5alking t$e talk an"
ollo5ing t$roug$ on our commitment to !uccee"ing toget$er1
Ee uphold our co!!it!ent #ith si; guiding principles1
Ee !ust al#ays stri"e to
Care for our custo!ers4 our consu!ers and the #orld #e li"e in/
Ae are "ri&en +y t$e inten!e3 competiti&e !pirit o t$e marketplace3 +ut 5e "irect t$i!
!pirit to5ar" !olution! t$at +eneit +ot$ our company an" our con!tituent!1 Eur !ucce!!
"epen"! on a t$oroug$ un"er!tan"ing o our cu!tomer!3 con!umer! an" communitie!1 2o
o!ter t$i! !pirit o genero!ity3 5e go t$e e6tra mile to !$o5 5e care1
Sell only products #e can be proud of/
2$e true te!t o our !tan"ar"! i! our o5n a+ility to con!ume an" per!onally en"or!e t$e
pro"uct! 5e !ell1 Ait$out re!er&ation1 Eur coni"ence $elp! en!ure t$e -uality o our
pro"uct!3 rom t$e moment 5e purc$a!e ingre"ient! to t$e moment it reac$e! t$e
con!umerC! $an"1
Speak #ith truth and candor/
48
Ae tell t$e 5$ole !tory3 not <u!t 5$atC! con&enient to our in"i&i"ual goal!1 In a""ition to
+eing clear3 $one!t an" accurate3 5e are re!pon!i+le or en!uring our communication! are
un"er!too"1
Balance short ter! and long ter!/
In e&ery "eci!ion3 5e 5eig$ +ot$ !$ort*term an" long*term ri!k! an" +eneit!1
Maintaining t$i! +alance $elp! !u!tain our gro5t$ an" en!ure! our i"ea! an" !olution! are
rele&ant +ot$ no5 an" in t$e uture1
Ein #ith di"ersity and inclusion/
Ae em+race people 5it$ "i&er!e +ackgroun"!3 trait! an" 5ay! o t$inking1 Eur "i&er!ity
+ring! ne5 per!pecti&e! into t$e 5orkplace an" encourage! inno&ation3 a! 5ell a! t$e
a+ility to i"entiy ne5 market opportunitie!1
Respect others and succeed together/
Eur mutual !ucce!! "epen"! on mutual re!pect3 in!i"e an" out!i"e t$e company1 It
re-uire! people 5$o are capa+le o 5orking toget$er a! part o a team or inormal
colla+oration1 A$ile our company i! +uilt on in"i&i"ual e6cellence3 5e al!o recogni;e t$e
importance an" &alue o team5ork in turning our goal! into accompli!$ment!1
3/ @ (istory of &epsi International
&epsiCo A!ericas Be"erages
.ep!i 5a! oun"e" in 18B8 +y (ale+ Bra"$am3 a #e5 Bern3 #ort$ (arolina3 "ruggi!t3
5$o ir!t ormulate" .ep!i*(ola1
.ep!i(o i! a 5orl" lea"er in con&enient oo"! an" +e&erage!3 5it$ re&enue! o a+out S27
+illion an" o&er 1843000 employee!1 2$e company con!i!t! o t$e !nack +u!ine!!e! o
4>
9rito*Lay #ort$ America an" 9rito*Lay InternationalN t$e +e&erage +u!ine!!e! o .ep!i*
(ola #ort$ America3 :atora"eF2ropicana #ort$ America an" .ep!i(o Be&erage!
InternationalN an" Iuaker 9oo"! #ort$ America3 manuacturer an" marketer o rea"y*to*
eat cereal! an" ot$er oo" pro"uct!1 .ep!i(o +ran"! are a&aila+le in nearly 200 countrie!
an" territorie!1
2o"ay3 Bran" .ep!i i! part o a portolio o +e&erage +ran"! t$at inclu"e! car+onate" !ot
"rink!3 <uice! an" <uice "rink!3 rea"y*to*"rink tea! an" coee "rink!3 i!otonic !port!
"rink!3 +ottle" 5ater an" en$ance" 5ater!1 .ep!i(o America! Be&erage! /.AB0 $a! 5ell
kno5n +ran"! !uc$ a! Mountain De53 Diet .ep!i3 :atora"e3 2ropicana .ure .remium3
A-uaina 5ater3 Sierra Mi!t3 Mug3 2ropicana <uice "rink!3 .ropel3 SoBe3 Slice3 Dole3
2ropicana 25i!ter an" 2ropicana Sea!onC! Be!t1
Many o .ep!i(oC! +ran" name! are o&er 100*year!*ol"3 +ut t$e corporation i! relati&ely
young1 .ep!i(o 5a! oun"e" in 1B6> t$roug$ t$e merger o .ep!i*(ola an" 9rito*Lay1
2ropicana 5a! ac-uire" in 1BB8 an" .ep!i(o merge" 5it$ 2$e Iuaker Eat! (ompany3
inclu"ing :atora"e3 in 200115oul" entertain t$e li!tener 5it$ t$e late!t mu!ical !election!
ren"ere" +y &iolin or piano or +ot$1 2$e ne5 name3 J.ep!i (olaK3 i! "eri&e" rom t$e t5o
o t$e principle ingre"ient!3 .ep!in an" 'ola #ut!1 It 5a! ir!t u!e" on t$e Augu!t 281 At
t$at time3 Bra"$am=! a"&erti!ing prai!e! $i! "rink a! J@6$ilarating3 in&igorating3 ai"!
"ige!tionK1
2ropicana 5a! oun"e" in 1B87 +y Ant$ony ,o!!i a! a 9lori"a ruit packaging +u!ine!!1
In 1B>8 ,o!!i pioneere" a pa!teuri;ation proce!! or orange <uice1 9or t$e ir!t time3
con!umer! coul" en<oy t$e re!$ ta!te o pure not*rom*concentrate 100O 9lori"a orange
<uice in a rea"y*to*!er&e package1 2$e <uice3 2ropicana .ure .remium3 +ecame t$e
companyC! lag!$ip pro"uct1 .ep!i(o ac-uire" 2ropicana3 inclu"ing t$e Dole <uice
+u!ine!!3 in Augu!t 1BB81
SoBe +ecame a part o .AB in 20011 SoBe manuacture! an" market! an inno&ati&e line
o +e&erage! inclu"ing ruit +len"!3 energy "rink!3 "airy*+a!e" "rink!3 e6otic tea! an"
ot$er +e&erage! 5it$ $er+al ingre"ient!1
:atora"e t$ir!t -uenc$er !port "rink!3 5a! ac-uire" +y 2$e Iuaker Eat! (ompany in
1B84 an" +ecame a part o .ep!i(o 5it$ t$e merger in 20011 :atora"e i! t$e 5orl"C! ir!t
i!otonic !port! "rink a! i! +acke" +y 80 year! o !cience1 (reate" in 1B6> +y re!earc$er!
46
at t$e %ni&er!ity o 9lori"a or t$e !c$oolC! oot+all team3 D2$e :ator!3D :atora"e i! no5
t$e 5orl"C! lea"ing !portC! "rink1
2$e a"&erti!ement o t$e .ep!i c$ange! to3 JMou got t$e rig$t one +a+y3 %$*7u$UK1Ait$
t$e e6ten!i&e u!age o t$e !tar! in t$e a""!3 t$e popularity o .ep!i increa!e1 In 1BB2
.ep!i*(ola orme" a partner!$ip 5it$ 2$oma! J1 Lipton (o1 2o"ay Lipton i! t$e +igge!t
!elling rea"y*to*"rink tea +ran" in t$e %nite" State!1 Eut!i"e t$e %nite" State!3 .ep!i*
(ola (ompanyC! !ot "rink operation! inclu"e t$e +u!ine!! o Se&en*%p International1
.ep!i*(ola +e&erage! are a&aila+le in more t$an 1B0 countrie! an" territorie!1
&epsi Be"erages Co!pany
En 9e+ruary 26t$3 20103 .ep!i(o complete" it! merger! 5it$ .AS an" .B: to !trengt$en
it! #ort$ American +e&erage +u!ine!!1 2$e #ort$ American +ottling operation! o .AS
an" .B: are no5 an operating unit o .ep!i(o kno5n a! .ep!i Be&erage! (ompany1
.B( operate! in t$e %nite" State!3 (ana"a an" Me6ico an" encompa!!e! appro6imately
7> percent o .ep!i(oC! #ort$ American +e&erage &olume1 .B(C! "i&er!e portolio
inclu"e! !ome o t$e 5orl"C! mo!t 5i"ely recogni;e" +e&erage +ran"!3 inclu"ing .ep!i3
Mountain De53 Sierra Mi!t3 A-uaina3 :atora"e3 SoBe3 Lipton3 an" Amp @nergy1 .B(
al!o manuacture! an" "i!tri+ute! t$ir"*party +ran"! in key local market! !uc$ a! Dr
.epper3 (ru!$3 ,ock Star an" Mu!cle Milk1 2$e operating unit i! $ea"-uartere" in
Ae!tc$e!ter (ounty3 #e5 Mork1 ,ea" more a+out t$e .ep!i Be&erage! (ompany1
.ep!i(o i! name" to t$e CBe!t (ompanie! or Multi (ultural AomenC li!t +y Aorking
Mot$er maga;ine
.ep!i(o <oin! (ere!3 a lea"ing coalition o in&e!tor!3 en&ironmental group! an" pu+lic
intere!t organi;ation! 5orking to a""re!! !u!taina+ility eort!
#ear @a!t +ran" launc$e! t5o ne5 pro"uct!T.earle" (ou!cou! !i"e "i!$ an" #ear @a!t
:ourmet Meal 'it!
SoBe Lie5ater intro"uce! t5o ne5 ;ero*calorie la&or! P Acai 9ruit .unc$ an" Mango
Melon
&epsi celebrates its B@th anni"ersary in Canada
47
.ep!i(o $onore" 5it$ C,e!pect A5ar"C or it! commitment to "i&er!ity +y t$e :ay3
Le!+ian an" Straig$t @"ucation #et5ork /:LS@#0
.ep!i(o*Almarai <oint &enture! ac-uire! !take in Jor"anian "airy company3 2ee+a
9rito*Lay 2urkey $onore" 5it$ C@n&ironment*9rien"ly In"u!trial .lantC a5ar" rom t$e
'ocaeli ($am+er o In"u!try
.ep!i(o create! Bake" Snack! #ort$ America Bu!ine!! %nit to meet con!umer=! intere!t
in more nutritiou! !nack! an" oo"!
&epsiCoGs global syste!
#ake" Juice +ecome! t$e ir!t nationally "i!tri+ute" +ran" to u!e 100O recycle"
pla!tic +ottle! 5it$ t$e #ake" rene5 +ottle1
.ep!i(o ,u!!ia cele+rate! >0t$ Anni&er!ary
:atora"e intro"uce! limite"*e"ition Jor"an !erie! +ottle!
.ep!i(o pair! 5it$ (BS to launc$ ir!t*e&er &i"eo player package" in a print
a"&erti!ement1
.ep!i(o pro"uct! make CBe!t 9oo"! or AomenC li!t in AomenC! 7ealt$ maga;ine
@.A a5ar"! .ep!i(oC! ($icago oice 5it$ @nergy Star certiication
.ep!i kick! o it! 200B partner!$ip 5it$ t$e #9L
Smart oo" a""! .eanut Butter Apple la&or to it! lineup
Mountain De5 intro"uce! C%ltra&iolet3C De5C! ir!t "iet line e6ten!ion
.ep!i(o !pon!or! #ational %r+an League (onerence
.ep!i(o reac$e! merger agreement! 5it$ .ep!i Bottling :roup an" .ep!i
America!1
.ep!i(o agree! to ac-uire Amacoco3 Bra;ilC! large!t coconut 5ater company
48
.ep!i(o launc$e! it! ir!t lig$tly car+onate" ruit*+a!e" +e&erage in Bra;il3
9rut;;;1
Aunt Jemima +ran" cele+rate! 120 year!
.ep!i(o i! a5ar"e" !e&eral 200B +e&erage inno&ation $onor! "uring Drinktec
tra"e !$o5
Sa+rita! an" .ep!i(o Me6ico Be&erage! recei&e t$ree @ie C2op Marketing
(ampaignC a5ar"!
2rue #ort$ e6pan"! oering! 5it$ t$ree ne5 nutFruit com+ination!TApple
(innamon3 (itru! Bur!t an" Almon" (ran+erry
IVV@ Sparkling Juice launc$e! at .an"a @6pre!! re!taurant! acro!! t$e country
.ep!i(o Bra;il !ign! ple"ge to c$ange marketing campaign! to c$il"ren
.ep!i(o !ay! it 5ill orm ne5 +ottling unitN @ric 9o!!3 27*year in"u!try &eteran3
5ill +e (@E
.ep!i(o <oin! 7ealt$y Aeig$t (ommitment 9oun"ation to $elp re"uce o+e!ity in
t$e %S
.ep!i(o 5in! %1S1 @.A Smart Aay @n&ironmental @6cellence a5ar" or it!
lea"er!$ip in con!er&ing energy
Sa+rita! an" :ame!a*Iuaker un&eile" t$e ir!t e&ery $y+ri" truck! in Me6ico
.ep!i(o %1'1 an" Irelan" 5ere name" a! one o t$e C2op >0 .lace! A$ere Aomen
Aant 2o AorkC +y 2$e 2ime!3 an inluential %' ne5!paper an" online pu+lication
.ep!i(o i! recogni;e" at t5o e&ent! or it! "e"ication to 2alent Su!taina+ility an"
"e"ication to A!ian American employee!T200B Be!t (ompanie! or A!ian
.aciic American! rom A!ian @ntrepreneur3 2op 10 (ompanie! or A!ian
American! rom AMBA
.ep!i(o again name" to Do5 Jone! Su!taina+ility Aorl" In"e6 an" Do5 Jone!
Su!taina+ility #ort$ America In"e6
4B
.ropel !upport! Brea!t (ancer A5arene!! 5it$ it! J$ope1no5propelle"K 5e+!ite3
!pecial packaging an" pink cap!
(on!umer ,eport! maga;ine name! Iuaker ($e5y B0 (alorie :ranola Bar
among +e!t "uring a ta!te te!t on lo5er*at !nack option!
%nite" #ation! A!!ociation o #e5 Mork $onor! 9rito*Lay or it! en&ironmental
eort!
.ep!i(o rank! among top companie! on (orporate Social ,e!pon!i+ility In"e6 +y
t$e Bo!ton (ollege (enter or (orporate (iti;en!$ip
.ep!i(o !ign! a! partner o ne5 Mea"o5lan"! Sta"ium3 t$e uture $ome o t$e
#e5 Mork Jet! an" #e5 Mork :iant!
.ep!i Bra;il 5in! t$e top !pot or C2$e Mo!t A"mire" in Bra;ilC +y Bra;ilian
+u!ine!! maga;ine (arta (apital
.ep!i(o name" C(orporation o t$e MearC +y Sout$ern 9lori"a Minority Supplier
De&elopment (ouncil or it! "iligence3 commitment an" legacy o "i&er!ity
2$e @uropean %nion appro&e" t$e propo!e" merger! o .ep!i(o3 .ep!i Bottling
:roup an" .ep!iAmerica!
.ep!i(o 7ope "eli&er! more t$an >03000 ree3 $ealt$ier !nack! an" +reaka!t! to
Dalla! c$il"ren
9rito*Lay recei&e! t$e %nite" #ation! A!!ociation o #e5 MorkC! 200B Annual
7umanitarian A5ar" in recognition o 9rito*LayC! accompli!$ment! in
en&ironmental corporate !ocial re!pon!i+ility
.ep!i(o ,u!!ia !ign! t$e ,u!!ian A"&erti!er! A!!ociationC! ple"ge to eliminate
a"&erti!ing to c$il"ren un"er 12
.ep!i 5in! C9oot+all .romoter o t$e MearC a5ar" in #igeria or it! in&ol&ement
5it$ t$e "e&elopment o gra!!root! oot+all
.ep!i(o an" (al+ee 9oo"! (ompany announce !trategic alliance to make an" !ell
a 5i"e range o oo" pro"uct! in Japan
80
:ame!a*IuakerC! Stila +ran" name" CBran" o t$e MearC in Me6ico at t$e 6t$
Ana$uacFAI ,ie!
Marketing A#ards
IVV@ +ran" launc$e! ne5 la&or o !parkling <uiceTIVV@ Sparkling Lime
.ep!i(o open ir!t o&er!ea! green plant in ($ina a! part o it! S1 +illion
in&e!tment in t$e country
2$e @n&ironmental .rotection Agency /@.A0 name! .ep!i(o a! one o it! 2008
Aater @iciency Lea"er!3 or it! eort! o 5ater eiciency an" en&ironmental
!u!taina+ility
.ep!i(oC! ?al$alla3 #M ,LD !ite recei&e! L@@D certiication or it!
en&ironmental !u!taina+ility eort!
.ep!i(o International intro"uce! ir!t non*alco$olic3 la&ore" malt "rink3 Bario3
into Sau"i market
.ep!i Jor"an 5in! t$e 'ing A+"ulla$ @6cellence A5ar"3 Jor"anC! mo!t pre!tigiou!
a5ar" on a country le&el
.ep!i(o recei&e! C(orporation o MearC a5ar" rom %nite" (ere+ral .al!y in
recognition o it! @nA+le program3 5$ic$ c$ampion! inclu!ion or people 5it$
"ierent a+ilitie! in t$e 5orkplace
.ep!i(oC! Aorl" 7ea"-uarter! in .urc$a!e3 #M3 5a! name" a! t$e 5inner o t$e
200B Lan"mark A5ar" +y t$e American Society o Lan"!cape Arc$itect! an" t$e
#ational tru!t or 7i!toric .re!er&ation
9rito*Lay #ort$ America announce! ne5 partner!$ip 5it$ 2erra (ycle3 a company
t$at 5ill repurpo!e 9rito*Lay !nack packaging into merc$an"i!e
.ep!i(o name" to @t$i!p$ereC! CMo!t @t$ical (ompanie!C or 200B
81
Iuaker i! $onore" 5it$ 2008*200B Bran" Laureate 7eritage A5ar" or t$e CBe!t
Bran"!*(on!umer!C +y t$e A!ia .aciic Bran" 9oun"ation in Malay!ia
.ep!i(o ($icago i! recogni;e" +y Bu!ine!! Aeek maga;ine a! one o t$e top
CgreenC $ea"-uarter! location! in t$e %1S1
.ep!i(o i! li!te" in t$e top 20 CI"eal @mployer MBA ,ankingC in 9ortune
maga;ine
.ep!i(o ($ina +e&erage group name" CSupplier o t$e MearC +y Aal*Mart ($ina
9L#A an" E+erto Sau!age (o1 $agree to en" partner!$ip or "i!tri+ution an" !ale!
o E$BoyU E+erto +ran" meat !nack pro"uct! in t$e %1S1 an" (ana"a
2ropicana +ecome! t$e ir!t #ort$ American +ran" to +e in"epen"ently certiie"
+y t$e (arton 2ru!t3 an organi;ation e!ta+li!$e" to a""re!! climate c$ange
Sierra Mi!t launc$e! ne5 la&orTSierra Mi!t ,u+y Spla!$
.ep!i +ecome! oicial +e&erage o #or5egian (rui!e Line!
.ep!i(o ac-uire! 'arinto !nack +u!ine!! in .eru
9rito*Lay Sun($ip! announce! plan! to +egin u!ing t$e ir!t ully compo!ta+le
!nack c$ip +ag ma"e rom plant*+a!e" material! to !igniicantly impro&e t$e
en&ironmental impact
.ep!i(oC! Me6ico "i&i!ion!3 :ame!a*Iuaker3 Sa+rita! an" :atora"e3 recei&e t$e
"i!tincti&e (orporate Social ,e!pon!i+ility a5ar" rom (emei3 t$e Me6ican
(enter or .$ilant$rop3 or t$eir 2alent Su!taina+ility eort!
Aal*Mart Me6ico name! .ep!i(o Be&erage! Me6ico a! t$e CSupplier o t$e MearC
A-uaina3 Diet .ep!i3 .ep!i an" Mountain De5 top t$e 200B Bran" 'ey!
(u!tomer Loyalty @ngagement In"e6
Lipton launc$e! ne5 Sparkling :reen 2eaTt$e ir!t*e&er !parkling +e&erage rom
t$e Lipton tra"emark
82
(on!umer ,eport! name! Iuaker pro"uct! among it! top c$oice! at !upermarket!
in t$eir C:reat @&ery Day .ro"uct!C article
2$e %1S1 @n&ironmental .rotection Agency a5ar"! .ep!i(o a 200B @nergy Start
Su!taine" @6cellence A5ar" or it! energy eiciency program
.ep!i(o announce! intention to ac-uire it! t5o large!t anc$or +ottler!3 2$e .ep!i
Bottling :roup an" .ep!iAmerica!
.ep!i(oC! 2or2ri6 +ran" recei&e! t$e C7all o 9ame o :uatemalan Bran"!C a5ar"
rom t$e American Marketing A!!ociation
.ep!i(o intro"uce! t$ree ne5 pro"uct!T.ep!i #atural3 .ep!i 2$ro5+ack an"
Mountain De5 2$ro5+ack3 all !5eetene" 5it$ natural !ugar
.ep!i(o Irelan" i! recogni;e" a! one o t$e C>0 Be!t Aorkplace!C +y 2$e :reat
.lace! to Aork In!titute
.ep!i(o ($icago Su!taina+ility (enter ac$ie&e! L@@D .latinum certiication
rom t$e %1S1 :reen Buil"ing (ouncil3 making it t$e i!t in t$e (on!umer
.ro"uct! !ector to recei&e t$e pre!tigiou! .latinum "i!tinction
9rito*Lay launc$e! S2 line or con!umer! !eeking &alue
.ep!i(o In"ia launc$e! #im+oo; +y 7%p3 a +e&erage in!pire" +y In"iaC! a&orite
lemona"e "rink
2ropicana intro"uce! 2rop>03 t$e ir!t orange <uice 5it$ t$e all*natural !5eetne!!
o Ste&ia
.ep!i(o i! recogni;e" or it! Di&er!ity an" Inclu!ion program +y t$ree
lea"ingBu!ine!! pu+lication!* Di&er!ityMBA3 Di&er!ityInc13 an" Di&er!ity
Bu!ine!!1com
.ep!i(o intro"uce! ir!t climate*rien"ly &en"ing mac$ine! to t$e %1S1
:atora"eC! :2 launc$ toppe" Inormation ,e!ource Inc1C! li!t o mo!t !ucce!!ul
pro"uct launc$e! o 2008
84
A-uaina launc$e! t$e @co*9ina Bottle3 t$e lig$te!t 5eig$t +ottle in t$e market
9rito*Lay intro"uce! ne5 Smartoo" popcorn clu!ter!
Dorito! SuperBo5l WLIII a" ranke" num+er one +y %SA 2o"ayC! A" Meter
AM. @nergy un&eil! t$ree ne5 line e6ten!ion!TAM. @nergy Lig$tning3 AM.
@nergy 5it$ Black 2ea an" AM. @nergy 5it$ :reen 2ea
.ep!i(o !core! ma<or league3 multiyear !pon!or!$ip 5it$ +ot$ #e5 Mork Met!
an" #e5 Mork Mankee!
Latina Style maga;ine recogni;e! .ep!i(o among t$e lea"ing companie! or
Latina! at t$e Style >0 A5ar"! an" Di&er!ity Lea"er! (onerence
Spit; Bran" $a! +een name" one o (ana"aC! C>0 Be!t Manage" (ompanie!C +y t$e
#ational .o!t
.ep!i(o :reater ($ina open! ne5e!t +ottling plant3 ($eng"u .ep!i Be&erage (o1
Lt"1 in Ae!t ($ina
.ep!i(o name" C(orporation o t$e MearC +y Sout$ern 9lori"a Minority Supplier
De&elopment (ouncil or it! "iligence3 commitment an" legacy o "i&er!ity
:atora"e In"ia e!ta+li!$e! ne5 training center or mo!t*talente" cricket player!
9rito*Lay #ort$ America a""! more t$an 13000 uel*eicient &e$icle! to it! leet
.ep!i(o announce! a multi*year "i!tri+ution agreement 5it$ ,ock!tar @nergy
Drink
2o!tito! +ran" cro5n! !i6 %ni&er!ity o 2e6a! an! a! t$e c$ampion! o t$e
2o!tito! C,ace or t$e Bo5lC competition an" a5ar"! t$em S2003000 or t$eir
!c$oolC! !c$olar!$ip un"
IVV@ Sparkling Juice +ecome! a&aila+le at SamC! (lu+
9rito Lay 2urkey launc$e! it! !econ" +etter*or*you !nack3 ($eeto! ,ing!
88
@le&en .ep!i(o ($ina +ottling plant! are $onore" a! C2008 @nterpri!e o
@6cellence in Aater Sa&ingC acilitie! at t$e 2008 ($ine!e Be&erage! In"u!try
A!!ociation annual meeting
&epsi Cola in South Asia
In A!ia3 t$ey !electe" La$ore to make t$eir regional oice1 2$i! 5a! "one in 1B701 2$i!
regional oice i! monitoring all t$e operation! carrie" out in Sout$ Ae!t A!ia1 A! in
.aki!tan3 t$ey only entere" +e&erage in"u!try1 2$ey $a&e ele&en +ottler! co&ering 5$ole
.aki!tan1 2$e plant operating $ere i! ,ia; Bottler! /.&t0 L2D1 2$i! plant 5a! e!ta+li!$e"
at La$ore in 1B781 2$e total capacity o t$e plant i! 403000 ca!e! per "ay1 2$ey $a&e our
illing line! in t$e plant operating on t$e t$ree !$it +a!e!1 @ac$ !$it i! o eig$t $our!1
2$ey $a&e permanent 5ork orce o 7>0 people an" t$ey employee appro6imately 1000
people more on temporary +a!i! "uring !ummer !ea!on1
(istory of &epsi Cola in Bangladesh
.ep!i(o i! a 5orl" lea"er in con&enient !nack!3 oo" an" +e&erage! 5it$ re&enue! o
more t$an S4B +illion an" o&er 18>3000 employee! 5orl"5i"e in 200B1 .ep!i(o $a!
attaine" a lea"er!$ip po!ition a! +eing to ne6t to (oca (ola in a !ot "rink +ottling1 2$eir
+u!ine!! proit i! increa!ing rapi"ly "ue to a $ig$ !tan"ar" o perormance3 marketing
!trategie!3 competiti&ene!!3 "etermination3 commitment3 an" t$e per!onal an"
proe!!ional integrity o t$eir people3 pro"uct! an" +u!ine!! practice!1
.ep!i i! one o t$e ol"e!t !ot "rink +e&erage +ran"! in Bangla"e!$ !ince 1B76 an" came
5it$ t$e cola*la&ore" .ep!i3 t$e clear*la&ore" 7up3 t$e orange*la&ore" Mirin"a an" later
intro"uce" t$e mango*la&ore" Slice an" citru!*la&ore" car+onate" !ot "rink Mountain
De51 .ep!i i! manuacture" +y 2ran!com Bangla"e!$ limite" in Bangla"e!$1 2$e
company i! t$e e6clu!i&e .ep!i(o 9ranc$i!ee or Bangla"e!$1 2ran!com Bangla"e!$
Limite" committe" to "eli&ering !u!taine" gro5t$ in Bangla"e!$ an" mo&e to5ar"!
"ominant Be&erage (ompany3 "elig$ting L nouri!$ing e&ery Bangla"e!$i3 +y +e!t
meeting t$eir e&ery"ay +e&erage! nee"! L !take$ol"er! +y "eli&ering perormance 5it$
t$e purpo!e3 t$oug$ talente" people an" !ucce!!ul marketing !trategie!1 2$e #e5
8>
,ule! o Marketing an" .,: 7o5 to %!e Social Me"ia3 Blog!3 #e5! ,elea!e!3 Enline
?i"eo3 an" ?iral Marketing to ,eac$ Buyer! Directly3 2n" @"ition
A completely re&i!e" an" up"ate" e"ition o t$e Bu!ine!! Aeek +e!t!eller on eecti&e3
mo"ern marketing an" ., +e!t practice! 2$e #e5 ,ule! o Marketing an" ., !$o5! you
$o5 to le&erage t$e potential t$at Ae+*+a!e" communication oer! your +u!ine!!1
9inally3 you can !peak "irectly to cu!tomer! an" +uyer!3 e!ta+li!$ing a per!onal link 5it$
t$e people 5$o make your +u!ine!! 5ork1 2$i! ne5 !econ" e"ition paper+ack keep! you
up*to*"ate on t$e late!t tren"!1 #e5 ca!e !tu"ie! an" current e6ample! are inclu"e" to
illu!trate t$e &ery late!t in marketing an" ., tren"!1 It completely up"ate" to relect t$e
late!t marketing an" ., tec$ni-ue! u!ing !ocial me"ia !ite! !uc$ a! 25itter3 9ace+ook3
an" Mou2u+e1 It inclu"e! a !tep*+y*!tep action plan or $arne!!ing t$e po5er o t$e
Internet to communicate "irectly 5it$ +uyer!3 increa!e !ale!3 an" rai!e online &i!i+ility1
Da&i" Meerman Scott i! a reno5ne" online marketing !trategi!t3 keynote !peaker an" t$e
aut$or o Aorl"5i"e ,a&e3 rom Ailey1 2$e #e5 ,ule! o Marketing an" .,3 Secon"
@"ition gi&e! you all t$e inormation you nee" to crat po5erul an" eecti&e marketing
me!!age! an" get t$em to t$e rig$t people at t$e rig$t moment*at a raction o t$e price o
a tra"itional marketing campaign1
3/A &roducts <eature
(oca*(ola an" .ep!i*(ola $a&e &ariou! +ran"! all o&er t$e 5orl" an" all o t$em are &ery
muc$ !ucce!!ul an" popular or it! ta!te3 la&or3 !mell an" ot$er actor!1 All o&er t$e
5orl" (oca*(ola $a&e t$e ollo5ing +ran"!*
11 Appleti!er
21 A-uariu!
41 B.M @nergy
81 Bar-C!
>1 Beat !o"a
61 Be&erly
71 (anning!
81 ($eer!
161 Lemon L .aeroa
171 Lit
181 Lit plu!
1B1 Lilt
201 Man;ana Lit
211 Mare ,o!!o
221 Mello Mello
241 Me;;o Mi6
86
B1 (iel
101 (oca*(ola Black
111 ($erry ?anilla
121 (oca*(ola Blak
141 (oca*(ola (2
181 (oca*(ola ($erry
1>1 (oca*(ola (itra
161 (oca*(ola M>
171 (oca*(ola Vero
181 (oca*(ola
1B1 (oca*(ola 5it$
201 Lemon
211 (oca*(ola 5it$
221 Lime
241 Da!ani
281 Dela5are .unc$
2>1 Diet (oke
261 9anta
271 9anta (itru!
281 9iora&anti
2B1 9re!ca
401 9ri!co
411 9ruitopia
421 9rutonic
441 9ull 2$rottle
481 :eorgia
4>1 7i*(
281 Minute Mai"
2>1 #e!tea
261 #e5 (oke
271 #or"ic Mi!t
281 E' So"a
2B1 .i++ Wtra
401 .o5era"e
411 Ioo
421 ,a!p+erry (oke
441 ,elentle!!
481 Sar!i
4>1 Sen;ao
461 Simply Erange
471 Smart
481 Sparkle
4B1 Sprite
801 Sprite Ice
811 Sprite ,emi6
821 Sprite Vero
841 Surge
881 S5er&e
8>1 2a+
861 2a+ (lear
871 2a+ @nergy
881 2a+ W*2ra
8B1 2iky
>01 ?ault
87
461 7it
471 'ia*Era
481 'inley
Table 5$&roducts of Coca Cola
?ariou! +ran"! o .ep!i are a! ollo5!:
11 All Sport
21 A-uaina
41 (aeine*9ree .ep!i
81 (ry!tal .ep!i
>1 Diet .ep!i
61 :atora"e
71 I;;e
81 Ja;;
B1 Jo!ta
101 'a!
111 Man;anita Sol
121 Mirin"a
141 Mountain De5
181 Mountain De5 AM.
1>1 Mountain De5 Li&e
161 Aire
171 Mountain De5 MDW
181 Mug ,oot Beer
1B1 .ep!i
201 .ep!i Blue
211 .ep!i (appuccino
221 .ep!i Ma6
241 .ep!i E#@
281 .ep!i Sam+a
2>1 .ep!i 2arik
261 .ep!i 25i!t
271 .ep!i Ice
281 .ropel 9itne!!
2B1 Aater
401 Sierra Mi!t
411 Slice
421 SoBe
441 Storm
481 2eem
4>1 2ropicana .ro"uct!
461 2ropicana 25i!ter
Table 3$ +arious &epsi Cola
88
8B
Chapter$>
Analyzing Market Trend of Carbonated Soft Drinks
Industry in Bangladesh A Co!parati"e Analysis
bet#een Coke "%s &epsi Cola
Chapter$>
Analyzing Market Trend of Carbonated Soft Drinks Industry in
Bangladesh A Co!parati"e Analysis bet#een Coke "%s &epsi Cola
>/5 Analyze Bangladesh Market
Bangla"e!$ i! a country o ri&er3 5$ere mo!t o t$e people are relate" 5it$ agriculture1 In
t$i! country people +elie&e in "ierent religion an" culture1 Dierent religion! $a&e
"ierent e!ti&al!1 (on!umer Be$a&ior i! "irectly relate" 5it$ religion in term! o
pro"uct! t$at are !ym+olically an" rituali!tically a!!ociate" 5it$ t$e cele+ration o
religiou! $oli"ay! an" occa!ion like @i"3 ,ama"an3 .u<a3 ($ri!ma! etc1 In t$at time
people con!ume $uge amount o !ot "rink!1 During t$e ,ama"an3 @i" an" ot$er e!ti&al!3
.@.SI (ola an" (oka (ola u!e "ierent kin"! o packaging la+el 5it$ t$e purpo!e o
attracting t$e common people an" !imply creating a "ierence1 2$ey al!o gi&e "ierent
kin"! o a"&erti!e or t$e!e type! o occa!ion1 A! a re!ult t$e!e religiou! e!ti&al! are u!e!
or con"itioning people 5it$ .ep!i (ola an" (oca (ola1
'eeds State! o eel "epri&ation o anyt$ing1
Eants 2$e orm $uman nee"! take a! !$ape" +y culture an" in"i&i"ual per!onality
De!ands 7uman 5ant! t$at are +acke" +y +uying po5er1
>/3 Analyze the 'eeds4 Eants and De!ands of Soft Drinks Industry in
Bangladesh
>0
(oca*(ola an" .ep!i*(ola are t$e ma<or !ot "rink! company in Bangla"e!$ an" it $ol"!
t$e ma6imum market !$are1 Bot$ o t$em are multinational companie! +ut it! "e!ign it!
marketing an" ot$er operational "eci!ion! an" !trategie! on t$e +a!i! o t$e geograp$ical
an" !ituational analy!i!1
Bangla"e!$ i! a country o out!i;e" population !o it +ecome! a $uge market +ot$ o t$em
an" t$ey "eci"e t$eir operational !trategie! on t$e +a!i! o t$e nee"!3 5ant! an" "eman"!
analy!i! o t$eir target market !egment!1
Target Market A !et o +uyer! !$aring common nee"! or c$aracteri!tic! t$at t$e
company "eci"e! to !er&e1
Market Seg!ent A group o con!umer! 5$o re!pon" in a !imilar 5ay to a gi&en !et o
marketing eort!1
(on!umer! are t$e king o t$e market an" marketer! pro"uce t$e pro"uct! 5$ic$ meet
con!umer! nee"!3 5ant! an" "eman"! in a rea!ona+le 5ay1 Along 5it$ pro"uct launc$ing
marketer! take &ariou! marketing an" promotional !trategy to make a5are t$e con!umer!
a+out t$e pro"uct! an" t$eir u!e1
2o pro"uce t$e pro"uct on t$e +a!i! o con!umer=! re-uirement! i! a long compre$en!i&e
proce!!1 Some o t$e companie! "epartment! are re!pon!i+le or t$i!1 2$ey 5ork among
t$em!el&e! t$roug$ "ata collection to !upply t$e pro"uct! at con!umer=! "oor! to make
t$eir !trategie! !ucce!!ully1
Research F De"elop!ent 9RFD:
2$i! i! &ital "epartment o any company it perorm! t$e acti&itie! o ne5 pro"uct
"e&elopment t$roug$ t$e ee"+ack o getting cu!tomer! opinion1 Beore launc$ing o any
ne5 pro"uctF+ran" company at analy!i! 5$ic$ +ran"3 ta!te3 la&or3 !mell con!umer! like
mo!t an" on t$e +a!i! o cu!tomer! preerence t$ey "e!ign t$eir pro"uct3 !elect t$e +ran"
name an" ater launc$ing t$e pro"uct in t$e market t$e take t$e cu!tomer ee"+ack a+out
t$e +ran" an" take eecti&e !tep! to mo"iy t$e pro"uct i nee"e"1
Marketing Depart!ent
2$i! "epartment i! all in all to ormulate3 implement an" coor"inate t$e marketing
!trategie!1 2$i! "epartment con!i!t! !ome o &ariou! "epartment!* /i0 Marketing
>1
Department3 /ii0 Sale L Di!tri+ution Department an" /iii0 A"&erti!ing L .u+lic ,elation
Department1
>/> Target Market and Market Seg!entation of Coke v/s &epsi
Supporter! o t$e a"aptation &ie5 conten" t$at3 regar"le!! o glo+ali;ation3 con!umer! in
"ierent countrie! continue to &ary "ramatically in t$eir geograp$ic3 "emograp$ic3
economic an" cultural c$aracteri!tic!1 It i! !en!i+le to imply t$at3 5$ere t$ere are
"ierence! in pro"uct preerence!3 pro"uct u!e!3 attitu"e!3 !$opping pattern!3 income
le&el! an" e"ucation3 a +u!ine!! 5ill nee" to a"apt it! pro"uct oering or communication
programme" in !ome !$ape or orm1 By careully !ingling out t$e mo!t !igniicant
"ierence!3 organi;ation! can tailor pro"uct! to !uit local ta!te! an" con"ition!1
.ep!i $a! attempte" to "ierentiate it! pro"uct! rom (oke=!3 +ut 5it$ little !ucce!!1 In an
attempt to "ierentiate it! pro"uct! rom (oke=!3 .ep!i !$ite" it! ocu! to t$e gro5ing
American teenage market in t$e 1BB0!3 5$ile (oke continue" to target +a+y +oomer!1
.ep!i targete" t$e teen market +y orming e6clu!i&e contract! 5it$ American !c$ool! an"
"e&eloping a"&erti!ing campaign! !uc$ a! J2$e #e6t :enerationK an" JJoy o .ep!iK3
eaturing Britney Spear!1 Bot$ (oke an" .ep!i $a&e Jmo&e" to t$e mi""leK in recent
year!3 $o5e&er3 a! e&i"ence" +y t$e mo!t recent .ep!i campaign3 J9or 2$o!e A$o 2$ink
MoungK3 to attract an ol"er con!umer3 an" +y (oke=! mo&e! to mo"erni;e it! packaging3 in
or"er to appeal more to younger con!umer!1
In In"ian Su+*(ontinent t$e target market !egment o +ot$ .ep!i an" (oke are not
"ierent +ut t$ey +a!e" on t$eir lie !tyle3 !tan"ar" o li&ing t$ey <u!t mo"iy t$eir
pro"uct1 2o attract an" encourage t$eir cu!tomer .ep!i teleca!t a"&erti!ement +y
(ele+ritie! people! 5it$ &ariou! !logan! like JDIL MA#:@ ME,@K3 JM@7 7AI
ME%#:IS2AA# M@,I JAA#K1
Target !arketing of Coca Cola
2$ey make "ierent &alue! to capture t$i! portion o market1 7o5e&er3 t$ey "o not
iercely a"&erti!e like .ep!i "oe!1 2$ey oer (oca (ola in t$o!e place! 5$ere !tu"ent!
an" young people gat$er mo!tly1 2$eir market !egment proile! $a&e !$o5n t$at t$e
ma<ority o car+onate" +e&erage "rinker! o Bangla"e!$ are yout$ an" mi""le age people1
Same a! t$e .ep!i (oca (ola al!o target! t$e Bangla"e!$i !c$ool!3 college!3 uni&er!itie!3
>2
re!taurant!3 $otel! an" a!t oo" !tore!1 9or t$i! rea!on3 t$ey al5ay! !pen" $uge amount!
o money to compete 5it$ .ep!i in ac-uiring contract! 5it$ uni&er!itie! to $a&e !ol"
repre!entation o t$eir pro"uct "i!tri+ution1 1coca cola cu!tomer! are mainly teenager! an"
young a"ult! +et5een t$e age! o 16 to 4>1 (oca cola al!o ma"e "iet coke or t$o!e 5$o
are !uering rom !ugar pro+lem!1
Target !arketing of &epsi
2$e rea!on 5$y .ep!i*(ola $a! iercely targete" t$i! market i! +ecau!e it i! t$e large!t
among it! u!er!1 Market !egment proile! $a&e !$o5n t$at t$e ma<ority o car+onate"
+e&erage "rinker! o Bangla"e!$ are yout$ an" mi""le age people1 .ep!i continually
target! t$e Bangla"e!$i Sc$ool!3 (ollege!3 %ni&er!itie!3 re!taurant!3 $otel!3 an" a!t oo"
Store!1 9or t$i! t$ey al5ay! !pen" $uge amount! o money to compete 5it$ (oca (ola in
ac-uiring contract! 5it$ uni&er!itie! to $a&e !ol" repre!entation o t$eir pro"uct
"i!tri+ution1 .ep!i cu!tomer! are mo!tly teenager! an" young a"ult! +et5een t$e age! o
18 to 401
>/? Seg!entation
Seg!entation of Coca Cola
(oca (ola !egment! it! market in a num+er o 5ay!1 (oca (ola3 mainly !egment t$eir
market "emograp$ically +a!e" on age3 income an" amily !i;e1 (oca (ola=! +e$a&ioral
!egmentation $a! +een a key to t$e company=! !ucce!!1
Age i! one o t$e mo!t !igniicant part! o t$e !egmentation o (oca (ola1 (oca (ola
intro"uce! (oca (ola "iet or t$e people 5$o are !uering rom "ia+etic an" or t$o!e
5$o are likely to a&oi" !ugar an" or t$e age" people !pecially 80 plu!1 (oca (ola mainly
pro"uce! t$e (oca cola an" t$e main cu!tomer o (oca cola i! young people 5$o!e age i!
10 to 4>1
(oca cola al!o !egment t$e market on t$e income +a!i! +y making little pack1 2$ey $a&e
an a5e!ome price rang to all cla!! o people1 2$ey intro"uce "ierent price o container!
5it$ "ierent !i;e or t$e people 5$o!e income i! "ierent1 2$ey t$ink a+out !tu"ent3
poor people3 an" mi""le cla!! people economic con"ition or t$eir pricing1 (oca (ola
mainly !er&e! >00ml3 1L3 11>L an" 2L pack (ola in Bangla"e!$1
>4
9amily !i;e +a!i! i! al!o a +a!e !egmentation or (oca (ola1 In our !ociety3 5e $a&e
amilie! 5it$ "ierent amily !i;e1 So (oca (ola make! a &ariation in t$eir !er&e" +ottle
!i;e into many 5ay! !uc$ a! >00ml3 1L3 11>L3 2L pack1 .eople can ea!ily c$oo!e a
!uita+le pack +a!e" on t$eir amily !i;e1
Seg!entation of &epsi
.ep!i !egment! it! market in !e&eral 5ay!1 .ep!i3 mainly !egment t$eir market
"emograp$ically a!!uming age3 income an" amily !i;e1 .ep!i=! +e$a&ioral !egmentation
$a! +een a key to t$e company=! !ucce!!1
Age i! one o t$e mo!t !igniicant part! o t$e !egmentation o .ep!i1 .ep!i intro"uce!
.ep!i "iet or t$e people 5$o are !uering rom "ia+etic an" or t$o!e 5$o are likely to
a&oi" !ugar an" or t$e age" people !pecially 80 plu!1 .ep!i mainly pro"uce! t$e .ep!i
cola t$e main cu!tomer o .ep!i cola i! young people 5$o!e age i! 10 to 4>1
En income +a!i! .ep!i al!o !egment t$eir market +y making little pack1 2$ey oer a
competiti&e price range to all cla!! o people1 2$ey con!i"er t$e economic !ituation in our
country1 So t$ey intro"uce .ep!i in "ierent price or "ierent t$e people 5$o!e income
i! "ierent1 2$ey t$ink a+out !tu"ent3 poor people3 an" mi""le cla!! people economic
con"ition or t$eir pricing1 Becau!e t$e income o a rick!$a5 puller i! &ery little !o .ep!i
intro"uce! t$e 200ml +ottle an" t$e price o t$i! +ottle i! 12taka3 !o anyone can ea!ily
"rink .ep!i +y !pen"ing 12taka1 .ep!i al!o !er&e! 2>0ml3 >00ml3 1L3 11>L3 2L pack .ep!i
in Bangla"e!$1
9amily !i;e +a!i! i! al!o a +a!e !egmentation or .ep!i1 In our !ociety3 t$ere are many
amilie! 5it$ "ierent amily !i;e1 So .ep!i i! !er&e" into many !i;e 2>0ml3 >00ml3 1L3
11>L3 2L pack1 .eople can ea!ily c$oo!e a !uita+le pack +a!e" on t$eir amily !i;e1
&ositioning of Coca Cola
2$e main t$eme o coca cola i! Jopen $appine!!K coca cola !pen"! a+out a +illion o
"ollar! in trying to inluence t$e ne5 generation an" young +oy! an" girl! +y gi&ing
&arietie! o a"&erti!ement an" ta!te1 I anyone put one coca cola an" one .ep!i in ront o
u! a+out 6>O o people c$oo!e coca cola +ecau!e o it! ta!te3 it! packaging attract! t$e
young generation &ery muc$1 @&ery year coca cola !pen"! lot! o "ollar! to make a
"ierent creati&e !logan or targete" people 5$ic$ t$ey 5ant to !er&e1 (oca cola plan! to
>8
urt$er creati&e po!ition! t$at 5ill gi&e t$e pro"uct t$e greate!t a"&antage in t$eir target
market! a! 5ell a! t$e .ep!i1 ,ecently3 coca cola $a! pro&en t$at3 it i! t$e $ig$e!t !elling
col" "rink in t$e 5$ole country an" a+o&e t$e 5orl"1
&ositioning state!ent for Coca Cola
2o all3 5$o 5ant! +e!t "rink! to -uenc$ t$eir t$ru!t3 coca cola i! one o t$e +e!t col"
"rink!3 5$ic$ pro&i"e! t$e +e!t -uality an" ta!te in an aor"a+le price1
&ositioning of &epsi
.ep!i(o main !logan i! P J:eneration #e6tUK It !pen"! +illion! o "ollar! in trying to
impre!! t$e young an" nearly young 5it$ t$e "ierent creati&e !logan in e&ery year1
.ep!i(o plan! to urt$er create po!ition! t$at 5ill gi&e pro"uct! t$e greate!t a"&antage in
t$eir target market!1
&ositioning state!ent for &epsi
2o ne5 generation3 t$o!e 5$o 5ant t$e +e!t ta!te in "rink!3 .ep!i i! a col" "rink 5$ic$
ga&e t$e +e!t ta!te3 lo5 at in a rea!ona+le !pen"ing1
>/@ Marketing Mi;
Marketing Mi6 i! t$e !et o marketing tool! t$at t$e irm u!e! to pur!ue it! marketing
o+<ecti&e!1 Marketing mi6 $a! a cla!!iication or t$e!e marketing tool!.
In t$e marketing mi6 mo!t o t$e inormation I !$o5 i! +a!e" on oreign country conte6t1
But e5 o t$e inormation are in Bangla"e!$ conte6t1 Becau!e o t$e lack o inormation
an" !upport I take t$e !upport o internet1 A! long a! inormation regar"ing pro"uct3 price3
promotion an" "i!tri+ution i! !$o5n +elo51
2$e Marketing Mi6 mo"el /al!o kno5n a! t$e 8 .C!0 can +e u!e" +y marketer! a! a tool to
a!!i!t in "eining t$e marketing !trategy1 Marketing manager! u!e t$i! met$o" to attempt
to generate t$e optimal re!pon!e in t$e target market +y +len"ing 8 &aria+le! in an optimal
5ay1 It i! important to un"er!tan" t$at t$e Marketing Mi6 principle! are controlla+le
&aria+le!1 2$e Marketing Mi6 can +e a"<u!te" on a re-uent +a!i! to meet t$e c$anging
nee"! o t$e target group an" t$e ot$er "ynamic! o t$e marketing en&ironment1 In or"er
to ac$ie&e t$e marketing o+<ecti&e! .ep!i $a&e a !trategy t$at inclu"e! "ierent element!
>>
P t$e &ariou! part! o t$e marketing mi61 (alling it a mi6 remin"! .ep!i to try an" get t$e
+alance rig$t +et5een t$e "ierent element!1
2$e our .C! o t$e marketing mi6 o .ep!i:
* .ro"uct
* .rice
* .lace /"i!tri+ution0
* .romotion
* .ackaging
* .eople
* .roce!!
* .$y!ical @&i"ence
* .olitic! /Situational Analy!i!0
<igure$3 Marketing Mi;
>6
&roduct
2$e mo!t +a!ic marketing tool i! pro"uct 5$ic$ inclu"e! pro"uct "e!ign3 -uality3 eature!3
+ran"ing3 an" packaging1
&rice
A critical marketing tool i! price i1e1 t$e amount o money t$at cu!tomer! pay or t$e
pro"uct1 It al!o inclu"e! "i!count!3 allo5ance!3 cre"it term! an" payment perio"1
&lace
.lace i! anot$er key marketing mi6 tool1 An" it inclu"e! &ariou! acti&itie! t$e company
un"ertake! to make t$e pro"uct acce!!i+le an" a&aila+le to t$e cu!tomer1 Some
actor! t$at "eci"e t$e place are tran!port acilitie!3 c$annel! o "i!tri+ution3 co&erage
area3 etc1
&ro!otion
.romotion i! t$e ourt$ marketing mi6 tool 5$ic$ inclu"e! all t$e acti&itie! t$at t$e
company un"ertake! to communicate an" promote it! pro"uct to target market1
.romotion inclu"e! !ale! promotion3 a"&erti!ing3 !ale! orce3 pu+lic relation!3 "irect
marketing3 etc1
2$e!e ir!t our .C! are t$e parameter! t$at t$e marketing manager can control3 !u+<ect to
t$e internal an" e6ternal con!traint! o t$e marketing en&ironment1 2$e goal i! to make
"eci!ion! t$at center t$e our .C! on t$e cu!tomer! in t$e target market in or"er to create
percei&e" &alue an" generate a po!iti&e re!pon!e1
X &roduct +ecome! Custo!er needs and #ants
X &rice +ecome! Cost to the user
X &lace +ecome! Con"enience
X &ro!otion +ecome! Co!!unication
>/@/5 &roduct
In marketing3 a pro"uct i! anyt$ing t$at can +e oere" to a market t$at mig$t !ati!y a
5ant or nee"1 It i! o t5o type!: 2angi+le /p$y!ical0 an" Intangi+le /non*p$y!ical01 Since
>7
!er&ice! $a&e +een at t$e oreront o all mo"ern marketing !trategie!3 !ome intangi+ility
$a! +ecome e!!ential part o marketing oer!1 It i! t$ereore t$e complete +un"le o
+eneit! or !ati!action! t$at +uyer! percei&e t$ey 5ill o+tain i t$ey purc$a!e t$e pro"uct1
It i! t$e !um o all p$y!ical3 p!yc$ological3 !ym+olic3 an" !er&ice attri+ute!3 not <u!t t$e
p$y!ical merc$an"i!e1 All pro"uct! oere" in a market can +e place" +et5een 2angi+le
/.ure .ro"uct0 an" Intangi+le /.ure Ser&ice0 !pectrum1
A pro"uct i! !imilar to goo"!1 In accounting3 goo"! are p$y!ical o+<ect! t$at are a&aila+le
in t$e marketplace1 2$i! "ierentiate! t$em rom a !er&ice3 5$ic$ i! a non*material
pro"uct1 2$e term goo"! i! u!e" primarily +y t$o!e t$at 5i!$ to a+!tract rom t$e "etail!
o a gi&en pro"uct1 A! !uc$ it i! u!eul in accounting an" economic mo"el!1 2$e term
pro"uct i! u!e" primarily +y t$o!e t$at 5i!$ to e6amine t$e "etail! an" ric$ne!! o a
!peciic market oering1 A! !uc$ it i! u!eul to marketer!3 manager!3 an" -uality control
!peciali!t!1
A !er&ice i! a non*material or intangi+le pro"uct * !uc$ a! proe!!ional con!ultancy3
!er&ing3 or an entertainment e6perience
Coke $ &roduct
Coca-Cola i! con!umer pro"uct +ecau!e inal con!umer or per!onal con!umption +uy! it1
It al!o all! un"er t$e category o (on&enience pro"uct3 5$ic$ re-uire! &ery little
planning3 Little (ompari!on3 lo5 cu!tomer in&ol&ement3 lo5 price1 It 5i"e!prea"
"i!tri+ution at con&enient place make! it ea!ier or t$e con!umer to purc$a!e t$e pro"uct1
Coca-Cola $a! "ierent !i;e!1 2$ey $a&e 1 liter gla!! +ottle a! 5ell pet +ottle1 Coca-Cola
al!o $a! 17> ml an" 2>0ml gla!! +ottle!1 In a""ition3 t$ey al!o $a&e 11> liter o pet +ottle
an" in t$e recent pa!t t$ey intro"uce" into t$e market 2 liter pet +ottle coke1 It $a! al!o
2>0ml o can coke1
2$e (oca*(ola ormula i! 2$e (oca*(ola (ompanyC! !ecret recipe or (oca*(ola1 A! a
pu+licity marketing !trategy !tarte" +y ,o+ert A1 Aoo"ru3 t$e company pre!ent! t$e
ormula a! one o t$e mo!t clo!ely $el" tra"e !ecret! e&er an" only a e5 employee! kno5
or $a&e acce!! to1 2$i! (oca*(ola ormula appear! to +e t$e original ormula to (oca*
(ola1 It i! rom t$e +ook J9or :o"3 (ountry an" (oca*(olaK1
>8
<igure$> Ingredients of Coca Cola
6hat7s in a Cca-co"a888
(ar+onate" Aater
7ig$ 9ructo!e (orn Syrup
(aramel (olor
.$o!p$oric Aci"
#atural 9la&or!
(aeine
2$e company (oca*cola i! a multinational an" it i! not limite" to one pro"uct1 2$roug$
t$e year! t$ey $a&e in&ente" an" intro"uce" many pro"uct! t$an t$eir main cola "rink!1 /
(oca*(ola (ompany keep! t$eir pro"uct clean1 2$e cap i! co&ere" +y cellop$ane1 2$e
logo i! e6actly Bangla"e!$ language1
>B
&epsi $ &roduct
2$e .ep!i*(ola "rink contain! +a!ic ingre"ient! oun" in mo!t ot$er !imilar "rink!
inclu"ing car+onate" 5ater3 $ig$ ructo!e corn !yrup3 !ugar3 coloring!3 p$o!p$oric aci"3
caeine3 citric aci" an" natural la&or!1 2$e caeine ree .ep!i*(ola contain! t$e !ame
ingre"ient! +ut no caeine1
Coke v/s &epsi$&roduct
A! !een a+o&e +ot$ t$e companie! (oke an" .ep!i $a&e a num+er o pro"uct!1 Many o
t$e!e pro"uct! are inno&ation! +ut t$ere are al!o many pro"uct! 5$ic$ are +roug$t out
<u!t a! a competiti&e pro"uct or t$e ot$er companie!1 Some o t$e!e pro"uct! t$at are
+roug$t in t$e market +y +ot$ t$e companie! to compete again!t eac$ ot$er are a!
ollo5!:
Coke &epsi
2$e main "ark cola "rink o t$e company
5$ic$ !tarte" t$e ri&alry +et5een t$e!e
companie!1
.ep!i &er!ion o "ark cola 5$ic$ i! t$e
ma<or primary competitor to (oke1
Sprite i! a clear3 lemon*lime la&ore"3
non*caeinate" !ot "rink3 pro"uce" +y
t$e (oca*(ola (ompany1 It 5a!
7 %p i! a +ran" o a lemon*lime la&ore"
!ot "rink1
60
intro"uce" to t$e %nite" State! in 1B611
Diet (oke or Diet (oca*(ola i! a !ugar*
ree !ot "rink pro"uce" an" "i!tri+ute"
+y 2$e (oca*(ola (ompany1 It 5a!
intro"uce" in t$e %nite" State! in July
1B821
Diet .ep!i i! a lo5*calorie car+onate"
cola1 It 5a! intro"uce" in 1B68 a! a
&ariant o .ep!i*(ola 5it$ no !ugar1
9ant a i ! a ! o t "r i nk +r an"
o5ne" +y 2$e (oca* (ol a
(ompany1 I t i ! pr o"uce" an"
"i ! t r i +ut e" +y 2$e (oca* (ol a
(ompanyC ! +ot t l er ! 1
Mi r i n"a i ! a +r an" o ! o t
"r i nk1 Mi r i n"a i ! o5ne" +y
.ep! i (o1
61
Spr i t e I ce 5a! t $e i r ! t l a&or
e6t en! i on or 2$e (oca* (ol a
(ompanyC ! Spr i t e +r an" ! o t
"r i nk1
.ep!i Blue i! a !ot "rink ma"e +y
.ep!i(o an" launc$e" in mi"*20021
Mountain De5 i! an energy "rink
manuacture" an" "i!tri+ute" +y
.ep!i(o1 It 5a! intro"uce" in 1BBB1
Maa;a i ! a (oca* (ol a r ui t
"r i nk +r an" mar ket e" i n I n"i a
an" Bangl a"e$1
Sl i ce i ! a l i ne o r ui t * l a&or e"
! o t "r i nk! manu act ur e" +y
.ep! i (o an" i nt r o"uce" i n
1B881
62
Table$> Coke "%s &epsi$&roduct
>/@/5/5 Brand 'a!e
Brand 'a!e of Coca$Cola
(oca*(ola 7a! +ecome one o t$e mo!t popular an" 5i"ely kno5n Bran" pro"uct in t$e
5orl" It $a! $ig$ +ran" e-uity3 an" +ecau!e o it! $ig$ +ran" loyalty3 name a5arene!!3
.ercei&e" -uality3 !trong +ran" a!!ociation an" ot$er a!!et! !uc$ a! patent tra"emark an"
c$annel relation!$ip1 2$e (oca*(ola +ran" i! &alue at S 70 +illion1
Brand )le!ent Choice Criteria
);orability
+rand 9"e,ent Criterion
Brand 'a!e (oca*(ola can +e ea!ily recalle" an" recogni;e"
Slogans J(oca*(ola @n<oyK JAl5ay! (oca*(olaK J.io Saar %t$akeK
J2$an"a Matla+ (oca*(olaK JDil 2$an"a to Dunia 2$an"aK
J2$an"ar naam (oca*(olaK can +e c$o!en to en$ance +ran" recall
an" recognition
1ingles Jingle can +e al!o memora+le
&ackage Attracti&e color 5it$ "ierent packaging 5$ic$ contain all t$e
inormation to make t$e package memora+le one
.ogos F Sy!bol %ni-ue logo an" !tyle o it +y u!ing re" an" 5$ite color t$at
create! attraction to it=! con!umer! min"
Table ? Source HTabani be"erage .tdI
Meaningfulness
+rand 9"e,ent Criterion
Brand 'a!e #ame o (oca*(ola $a! come rom coco lea&e! an" cola nut1
Slogan It! !logan $a! e6cellent meaning 5$ic$ can con&ey a me!!age to
+uil" a!!ociation
1ingle It! <ingle carrie! "i!tincti&e me!!age to it! cu!tomer
&ackage It! packaging color con&ey t$e meaning o <oy an" plea!ure
64
.ogo F
Sy!bol
It! logo L !ym+ol i! uni-ue an" "ierent rom it! competitor
Table @ Source HTabani be"erage .tdI
Transferability
+rand 9"e,ent Criterion
Brand 'a!e (oca*(ola i! glo+ally accepte" Bran"
Slogan It! Slogan i! ea!ily accepta+le t$roug$ out t$e 5orl"
1ingle Jingle i! tran!era+le accor"ing to t$e culture o t$e $o!t country
&ackage .ackaging color an" !tyle i! attracti&e t$roug$ out t$e 5orl"
.ogo F Sy!bol Logo an" Sym+ol i! attracti&e
Table A Source HTabani be"erage .tdI
Adaptability
+rand 9"e,ents Criterion
Brand 'a!e Bran" name i! le6i+le an" can +e ea!ier to c$ange" or
"e&elope" o&ertime
Slogans 2$e !logan i! ea!ily mo"iia+le 5$en nece!!ary
1ingles Jingle! are a"apte" 5$ile operating glo+ally
&ackage .ackaging can +e re"e!igne" accor"ing to !ituational
"eman"
.ogo F Sy!bol Logo L !ym+ol can +e ea!ily recogni;e"
Table B Source HTabani be"erage .tdI
&rotect ability
+rand 9"e,ents Criterion
Brand 'a!e 2$e name (oke i! legally protecte"1
Slogans It! !logan i! al!o legally protecte"1
1ingles It! <ingle! are uni-ue3 !o no +o"y can copy t$at1
68
&ackage All 2M! L copy rig$t! are o5ne" +y (oca*(ola company
.ogo F Sy!bol 2$ey got t$e I. rig$t1
Table C Source HTabani be"erage .tdI
7ere 5e are "ealing 5it$ to5 mo!t important situational factors* @6ternal L Internal
actor!1 Some important "eterminant! or t$i! !ituation analy!i! are a! ollo5!:
Table D
situational factors
93terna" /actors
Demographic
Demograp$ic i! t$e !tu"y o people=! &ital !tati!tic! !uc$ a! t$eir age3 race3 et$nicity an"
location1 It i! an uncontrolla+le actor in t$e e6ternal en&ironment1 Demograp$ic i! &ery
important or marketing manager!1 Ater !ur&ey 5e in" t$at teenager! are t$e prime
con!umer o Coca-Cola pro"uct!3 rat$er t$an t$e people at t$e age group o 601 Coca-
Cola "oe! not $a&e an eecti&e an" a!t "i!tri+ution c$annel in t$e &illage! o
Bangla"e!$1 2$eir competitor! $a&e an upper $an" in t$i! ;one1 9rom t$e "emograp$ic
point o &ie5 5e $a&e "one a !ur&ey on t$e population 5$o con!ume more Coca-Cola1
!ge 5i,it Percentage of Consu,er
Belo$ %& 10
%%-%' 20
%(-)& 24
6>
)JT)R'A. <ACTORS I'T)R'A. <ACTORS
5/ De!ographics
3/ Social <actors
>/ &olitical Influence
?/ Co!petitors
@/ -o"ern!ent
5/ (u!an Resource Manage!ent
3/ <inancial Capacity
>/ Technology
?/ Manage!ent .e"el
@/ Marketing Depart!ent
)%-)' 18
)(-*' 18
*(-+' 11
+' and above 08
TOTA. 522
Table 52 Source HTabani be"erage .tdI
Social ,actors
2$e mo!t "iicult e6ternal actor! or marketing manager! to oreca!t control or
incorporate into marketing plan! i! t$e !ocial actor1 Social actor! inclu"e our attitu"e!3
&alue! an" lie!tyle1 Accor"ing to t$e company=! mi!!ion !tatement or ot$er !tatement! it
i! clear t$at t$ey "o not u!e any !uc$ ingre"ient! /e1g1 Alco$ol03 5$ic$3 contra"ict to our
perception3 &alue! o I!lamic religion or any ot$er norm!3 an" +elie&e!1
-olitical .nfluence
In Bangla"e!$ $artal i! a part o our lie1 Like all ot$er t$ir" 5orl" countie! 5e $a&e
political pro+lem! too1 2$e marketing manager o (oca*(ola (ompany generally !ell!
(oca*(ola 83000 ca!e! /1 ca!e G 28 +ottle!0 per "ay +ut "uring $artal time t$e company
ace! a great lo!! a! t$ey cannot tran!port t$eir pro"uct! to t$e market1 Et$er t$an $artal!
t$ey !eem to $a&e le!!er pro+lem! regar"ing t$e political con"ition o Bangla"e!$1
Competitors
.ep!i i! a &ery po5erul +ran" name an" i! one o t$e +igge!t competitor! o Coca-Cola1
2$ey compete 5it$ (oca*(ola t$roug$out t$e 5orl" an" it i! no "ierent in Bangla"e!$1
At t$e current moment MEJE /(ola0 i! a &ery +ig +ran" name in Bangla"e!$ an" i! t$e
greate!t ri&al or Coca-Cola in Bangla"e!$1 Mountain De5 i! a ne5 +ran" an" i! a t$reat
or Coca-Cola# MEJE +e&erage! 5it$ t$e +ran" image t$at A'IJ $ol"! in t$i! country
MEJE +e&erage ea!ily +ecame a +ig competitor or (oca*(ola1 MEJE=! market !$are i!
increa!ing 5$ic$ in not a goo" !ign or Coca-Cola# Mineral 5ater !uc$ a! ,( (ola Mum3
66
9re!$3 A(M@ al!o a competitor o Coca-Cola# Dierent kin"! o Juice al!o compete 5it$
!ot "rink!1
/overnment
Coca-Cola $a! +een in +u!ine!! in Bangla"e!$ or a long time +ut !till to"ay t$ere i! no
recor" o t$e company +eing in any conlict 5it$ t$e go&ernment1 Coca-Cola al5ay! trie!
to ollo5 t$e go&ernment rule! an" regulation an" t$ey al5ay! pay! t$e go&ernment t$e
ta6e! an" tari! 5$ile +ringing in t$eir ra5 material! rom t$eir .arent (ompany1
Interna" /actor
0uman 1esource !anagement
7uman re!ource management reer! to t$e !y!tem t$at inluence! employee=! +e$a&ior3
attitu"e! an" perormance1 2$e role! o t$e 7uman ,e!ource in Coca-Cola (ompany are
a! ollo5!:
($ange Agent!
($oo!e a Strategic .artner
@6pert A"mini!tration Bo"y
,ecruit Skille" an" @icient @mployee!
Technology
Like all ot$er companie!3 or Coca-Cola3 tec$nology i! t$e mo!t important actor1 Coca-
Cola u!e! &ery $ig$*tec$ mac$ine! or it! pro"uction1 In 1BB4 a ne5 plant 5it$ >00 B.M
capacitie! 5a! e!ta+li!$e" <u!t +e!i"e t$e pre&iou! plant1 #o5 t$e total pro"uction line
capacity o t$e company i! app1 840 B.M1 In 1B87 t$e A+ul Monem (ompany in!talle"
ne5 7 L ' +ottling line along 5it$ an" in!talle" capacity o 8>0 B.M1 2$e !tate o t$e
art +ottling plant 5it$ an in!talle" capacity 600 B.M i! t$e mo!t mo"ern plant in t$e
country an" i! e-uippe" 5it$ t$e !traig$t*line*tec$nology rom '7S :erman1
!anagement "evels
Coca-Cola (ompany $a! t$ree management le&el!:
67
Strategic le&el: 2$e .ro"uction .roce"ure3 7,M3 Store3 9inance3
Iuality (ontrol i! all un"er $i! control1
2ec$nical Le&el: 2$ey are re!pon!i+le or t$e a"mini!tration3 pro"uction3
!ale! L "i!tri+ution o Coca-Cola pro"uct!1 %n"er pro"uction "epartment
t$ey $a&e -uality manager!N un"er +ran" manager t$ey $a&e +ran" oicer
an" marketing oicer1
Eperational manager: 2$ey are re!pon!i+le or t$e "i!tri+ution o t$e
pro"uct! an" are re!pon!i+le or al operational acti&itie!1
,inancing Capacity
9rom t$e inancial report o 2002 an" 2004 5e can conclu"e t$at t$e company $a! a &ery
goo" an" !oun" inancial capacity1 Coca-Cola $a! a &ery $ig$ le&el o income1 Moreo&er
t$ey are !ucce!!ully con"ucting t$eir +u!ine!! all o&er t$e 5orl"1
!ar2eting Department
All t$eir "i!tri+ution L !ale! promotion all! un"er t$i! "epartment1 Coca-Cola (ompany
$a! t$e marketing intelligence1 2$ey "o a !ur&ey in all o&er t$e market !ituation an" t$en
t$ey "eci"e 5$at !tep t$ey !$oul" take1 During t$e o !ea!on! t$e marketing manager!
take! !ome promotional acti&itie! an" u!e! e5 !trategie! to maintain t$eir economic
gro5t$ rate1 2$e promotional !trategie! t$ey u!e are like gi&ing git!3 coupon!3 !cratc$
car"! etc1
Brand Building )fforts
Relationship Building Efort
A! t$e 5orl"C! large!t +ottler o li-ui"3 nonalco$olic rere!$ment3 5e operate in market!
5it$ "ramatically "ierent con!umer preerence!3 pro"uct "eli&ery !y!tem!3 economic
con"ition!3 an" marketplace opportunitie!1
68
De!pite t$e!e &aria+le!3 (oca*(ola @nterpri!e! meet! t$e nee"! o local cu!tomer! an"
communitie! t$roug$out it! "i&er!e territorie! 5it$ a !trong commitment to local3
community*+a!e" marketing an" !uperior marketplace e6ecution1 2$e!e concept!3
com+ine" 5it$ our irm +elie in a "ecentrali;e" operating !tructure t$at place!
re!pon!i+ility an" accounta+ility a! clo!e a! po!!i+le to t$e cu!tomer3 clearly
"i!tingui!$e! (oca*(ola @nterpri!e! rom ot$er +ottler!1
+ui"ding :a"ues
2$e people o (oca*(ola @nterpri!e! are t$e $eart an" !oul o our +u!ine!!3 +uil"ing
relation!$ip! 5it$ our cu!tomer! an" our con!umer! in t$e communitie! 5e !er&e1 By
putting people ir!t3 5e $ope to create &alue or e&eryone touc$e" +y our (ompany1
Ae !tri&e or an atmo!p$ere in 5$ic$ all employee! are comorta+le +eing t$em!el&e! *
oering i"ea!3 making !ugge!tion!3 e6pre!!ing &ie5!3 an" appreciating our !$are" an"
un!$are" "ierence! * regar"le!! o t$eir age3 race3 gen"er3 nationality3 et$nicity3 religion
or !e6ual orientation1
Chart 5 Consu!ption rate of Coca$Cola F other brands
#o matter $o5 $ot or DcoolD t$e la&or eu" +ecome! t$i! !ummerN (oke 5onCt +e
!5eating it too muc$1 (oca*(ola up 40 2k to 80 2k3 t$e 5orl"C! large!t +e&erage maker3 i!
!till comorta+ly perc$e" in it! !lot a! t$e local market lea"er3 accor"ing to Be&erage
Dige!t1 (urrently market !$are o pro"uct (oca*(ola i! 24O1 (omparing to ot$er
+e&erage! (oca*(ola i! t$e market lea"er pro"uct +ran"1
6B
Strategic gap
Strategic gap
Strategic -roup Map of co!petitors in the be"erage industry
Chart 3 Strategic -roup Map of Co!petitors in the be"erage industry
.ro"uct! in a"&er!ely aecte" !trategic group! may try to !$it to a more a&ora+ly
!ituate" group1 7ere in +e&erage in"u!try entry +arrier i! lo5 t$at=! 5$y too muc$
pro"uct are a&aila+le1 (urrently (oca*(ola3 .ep!i3 ,(*cola3 ?irgin cola !tan"! in !ame
!trategic group1 7ere (oca*(ola i! t$e lea"ing pro"uct o t$e +e&erage market in"u!try in
+ot$ market !$are an" re&enue generation1 .ep!i $a! 2
n"
large!t market !$are +ut it!
re&enue generation i! le!! t$an ,(*cola1 ,(*cola $a! lo5 market !$are comparing (oca*
(ola an" .ep!i +ut re&enue generation i! $ig$1 In Be&erage in"u!try upper 103 ,( orange
are t$e 5or!t re&enue generation pro"uct1 Mum mineral 5ater $a! "eman" +ut t$at=!
market !$are i! al!o lo5 comparing to (oca*(ola1 In t$i! igure u !ee !trategic gap1 #o
company 5ant! o reac$e" t$eir pro"uct in t$at po!ition +ecau!e it i! not po!!i+le lo5
market !$are 5it$ $ig$ &olume o re&enue1 En t$e ot$er $an" no company 5ant! or a
pro"uct 5it$ $ig$ market !$are +ut lo5 re&enue generation1
Brand )le!ent of &epsi Cola
Bran" element con!i!t! o eig$t t$ing!1 2$e!e are:
X #ame
70
Market Share
R
e
"
e
n
u
e
X Logo
X Slogan
X Sym+ol
X ($aracter
X Soun"!FJingle!
X (olor
X .ackaging
2o "o t$e +ran" element mi6 an" matc$ 5e $a&e to con!i"er t5o t$ing!1 9ir!t one i! a
+ran" element !uc$ a! name3 logo3 !logan3 !ym+ol3 c$aracter3 !oun"!3 color an"
packaging1 En t$e ot$er $an" 5e $a&e to !elect ($oice criteria !uc$ a! memora+ility3
meaningulne!!3 tran!era+ility3 a"apta+ility an" protect a+ility1
'a!e
.ep!i /18B8 P .re!ent0
.ogo
D.ep!iD logo /u!e" rom 1B06*1B4B in !e&eral !lig$tly "ierent &ariation!01 .re!ent .ep!i
logo rom 1BB1*1BB81
.ep!i i! one o t$e 5orl"C! mo!t amou! +ran"! muc$ like it! ri&al (oca (ola1
.ep!i (ola 5a! originally calle" Bra"C! Drink ater it! creator3 (ale+ Bra"$am3 a
p$armaci!t rom #ort$ (arolina1 .ep!i 5a! a car+onate" !ot "rink $e create" to !er&e $i!
"rug!toreC! cu!tomer!1 2$e ne5 name3 .ep!i* (ola3 5a! ir!t u!e" on Augu!t 281 2$e
.ep!i logo i! a !imple glo+e 5it$ t$e .ep!i color! in t$e +ackgroun" an" t$e 5or" .ep!i
in t$e oregroun"1 .ep!i $a! c$ange" it! logo an" it! !logan! a num+er o time! !ince it!
intro"uction
Slogan
ItC! clear in looking at t$e !logan! o&er t$e year! t$at .ep!i $a&e &ery "ierent targeting
!trategie!1 (oke i! touting it!el a! t$e original3 t$e aut$entic3 an" appealing to a !en!e o
71
tra"ition3 po!itioning it!el a! an integral part o "aily American lie1 .ep!i3 on t$e ot$er
$an"3 i! promoting it!el a! !omet$ing ne53 young3 an" $ip3 5$ic$ !eem! a little o"" ater
o&er 100 year!1 But (oke 5a! ir!t3 ater all1 .ep!i $a! al5ay! targete" t$e yout$ market
more aggre!!i&ely t$an (oke1 Slogan! o .ep!i are gi&en +elo5:
5D2> * @6$ilarating3 In&igorating3 Ai"! Dige!tion
5D2B * Eriginal .ure 9oo" Drink
5D2D * Deliciou! an" 7ealt$ul
5D5@ * 9or All 2$ir!t! * .ep!i*(ola
5D5D * .ep!i*(ola * It Make! Mou Scintillate
5D32 * Drink .ep!i (ola1 It 5ill !ati!y you
5D3C * .ep! Mou %pU
5D>3 * Sparkling3 Deliciou!
5D>? * ,ere!$ing an" 7ealt$ul
5D>D * 25ice A! Muc$ 9or A #ickel 2oo Li!ten
5D?> * Bigger Drink3 Better 2a!te
5D?D * A$y take le!! 5$en .ep!iC! +e!tY
5D@2 * More Bounce to t$e Eunce
5D@2 * 2$e Lig$t ,ere!$ment
5D@? * ,ere!$ing Ait$out 9illing
5D@C * Be Socia+le3 $a&e a .ep!i
5DA5 * #o5 ItC! .ep!i3 9or 2$o!e A$o 2$ink Moung
5DA> * (ome Ali&eU MouCre In t$e .ep!i :eneration Li!ten
5DAB * .ep!i .our! It En
5DAD * MouC&e :ot a Lot to Li&e an" .ep!iC! :ot a Lot to :i&e Li!ten
72
5DB> * Join t$e .ep!i .eople 9eelinC 9ree Li!ten
5DB@ * 7a&e a .ep!i Day Li!ten
5DBC * (atc$ 2$at .ep!i Spirit Li!ten
5DC5 * .ep!iC! :ot Mour 2a!te 9or LieU
5DC> * .ep!i #o5U
5DC? * .ep!i3 t$e ($oice o a #e5 :eneration
5DD3 * :otta 7a&e It
5DD> * Be Moung3 7a&e 9un3 Drink .ep!i
5DD@ * #ot$ing el!e i! a .ep!i
5DDC* Dil Mange More
5DDD * 2$e Joy o (ola Li!ten
3225 * 2$e <oy o .ep!i
322? * Lie to t$e ma6 /.ep!i Ma601
3252* Me$ $ai Moungi!taan Meri Jaan
Sy!bol
.ep!i u!e t$ere tra"itional !ym+ol 5$ic$ i! !$ape like a +all "i&i"e" in to t5o part!1 2$e
upper part i! re" in color an" t$e +elo5 part i! +lue in color1 An" in mi""le i! t$e color o
5$ite1
Brand
2$e +ran" color o .ep!i i! +lue1 9rom t$e +eginning .ep!i u!e +lue color a! o it! +ran"
color1
Mi; and Match the Brand )le!ent
74
Chart$> Mi; and Match the Brand )le!ent
Current Market Share F Co!petiti"e Scenario
2$e competition i! &ery muc$ $ig$ in !ot "rink in"u!try1 .@.SI (ola i! operating in a
oligopoly market 5$ere t5o or t$ree large competitor! control t$e lion !$are o t$at
market1 2$e market !i;e o !ot "rink! in Bangla"e!$ i! aroun" 2'1800 (rore per year1
Among all !ot "rink! company3 (oca*(ola i! t$e market lea"er or many year!1 It 5a!
popular in t$e pa!t time an" !till it $a! popularity among t$e large population o
Bangla"e!$1 It o+tain! 41O market !$are1 Ater (oca*(ola3 .ep!i 5a! t$e !econ" oneN +ut
ater emerging ,(3 t$e market !$are o .ep!i $a! +een re"uce" to 22O1 ,( $a! +een a+le
to mo&e it! 5ay up an" or t$e la!t t5o year! it $a! +een $ol"ing t$e 2n" po!ition 5it$
26O o t$e total market1 2$e ot$er! like %ro (ola3 ?irgin an" Suncre!t eac$ $a&e market
!$are! e-ual to or +elo5 10O1 2$ere i! anot$er player Mo<o 5$o $a&e recently entere" in
t$e +e&erage market1 2$e ma<or "ierence o .@.SI 5it$ t$e ot$er +ran"! i! t$at it!
pro"uct category i! more comparati&ely to ot$er!1 In ca!e o +ran" image .ep!i $a&e
more competiti&e a"&antage o&er ,(1 Since t$ey $a&e more !ta+le an" !trong +ran"
image an" i! a great "egree o con!umer loyalty t$e pro"uct1
78
Rank 3252 Brand Market Share
1 (oca (ola 41O
2 MEJE 26O
4 .@.SI 22O
8 ,( (ola 10O
> %,E (ola 6O
6 ?irgin >O
Table$55 Current Market Share of "arious Brands
Chart$? Market Share of "arious Brands
>/@/3 &rice
In economic! an" +u!ine!!3 t$e price i! t$e a!!igne" numerical monetary &alue o a goo"3
!er&ice or a!!et1
.rice i! al!o central to marketing 5$ere it i! one o t$e our &aria+le! in t$e marketing
mi6 t$at +u!ine!! people u!e to "e&elop a marketing plan1
.ricing i! a +ig part o t$e marketing mi61 ($oo!ing t$e rig$t price an" t$e rig$t pricing
!trategy i! crucial to t$e marketing proce!!1
2$e price o t$e pro"uct i! not !omet$ing t$at i! i6e"1 En t$e ot$er $an" t$e price o t$e
pro"uct "epen"! on many ot$er actor!1 Some time! t$e price o t$e pro"uct $a! got
not$ing to "o 5it$ t$e actual pro"uct it!el1 2$e price may act a! a 5ay to attract target
cu!tomer!1
2$e price o t$e pro"uct i! "eci"e" keeping many t$ing! in min"1 2$e!e t$ing! inclu"e
actor! like co!t incurre" on t$e pro"uct3 target market3 competitor!3 con!umer +uying
capacity etc1
Coke - &rice
7>
(oke 5a! a company ruling t$e market! +eore .ep!i entere"1 @arlier t$e price o coke
5a! co!t +a!e" i1e1 it 5a! "eci"e" on t$e co!t 5$ic$ 5a! !pent on making t$e pro"uct plu!
t$e proit an" ot$er e6pen!e!1
But ater t$e emergence o ot$er companie! e!pecially t$e like! o .ep!i3 (oca*cola
!tarte" 5it$ a pricing !trategy +a!e" on t$e +a!i! o competition1 #o5a"ay! more
e6pen!e! are !pent on a"&erti!ing my !ot*"rink companie! rat$er t$an on manuacturing1
(oke $a! +roug$t in a re&olution e!pecially in In"ian market! 5it$ t$e ,!1 > pricing
!trategy 5$ic$ 5a! &ery amou!1 It 5a! t$e ir!t company to intro"uce t$e !mall +ottle o
(oke or <u!t ,e1>1 2$i! campaign 5a! &ery !ucce!!ul e!pecially 5it$ t$e price con!ciou!
In"ian con!umer!1
In Bangla"e!$i market t$e +ottle o (oca*(ola i! !ol" Tk/53 92/3@ *S dollar: an" it i!
&ery muc$ popular non*alco$olic !ot*"rink! among t$e general ma!!1
@&en to"ay mo!t price! o (oke are "eci"e" on t$e +a!i! o t$e competition in t$e market1
&epsi K &rice
.ep!i again "eci"e! it price on t$e +a!i! o competition1 2$e +e!t t$ink a+out t$e company
.ep!i i! t$at it i! &ery le6i+le an" it can come "o5n 5it$ t$e price &ery -uickly1 2$e
company i! reno5ne" to +ring t$e price "o5n e&en up to $al i nee"e"1
But t$i! ri!k taking attitu"e $a! al!o earne" .ep!i lo!!e!1 2$oug$ lo5ering t$e price
5oul" attract t$e cu!tomer! +ut it 5oul" not $elp t$em co&er up t$e co!t incurre" in
pro"uction $ence cau!ing t$em lo!!e!1
2$i! 5a! t$e !ituation earlier +ut no5 .ep!i i! a ull*le"ge" an" gro5ing company1 It $a!
co&ere" all it! lo!!e! an" i! no5 gro5ing at a rapi" rate1
In Bangla"e!$i market .ep!i*(ola t$e price o .ep!i*(ola i! Tk/52 92/3> *S dollar:/
&ri ci ng of +ari ous Sof t Dri nks
Product Ite, 4uantit# per pac& Price
Coca-Cola
2>0 ml1
>00 ml
12100 2k
40100 2k
76
1000 ml1 /.et0
1>00 ml
22>0 ml
>>100 2k
7>100 2k
B0100 2k
Sprite
2>0 ml1
>00 ml
1000 ml1 /.et0
1>00 ml
22>0 ml
12100 2k
40100 2k
>>100 2k
7>100 2k
B0100 2k
9anta 2>0 ml1 12100 2k
,(* cola
2>0 ml1
>00 ml
1000 ml1 /.et0
1>00 ml
10100 2k
18100 2k
4>100 2k
8>100 2k
MEJE
2>0 ml1
>00 ml
1000 ml1 /.et0
1>100 2k
2>100 2k
6>100 2k
.ep!i
2>0 ml1
>00 ml
1000 ml1 /.et0
1>00 ml
22>0 ml
10100 2k
20100 2k
80100 2k
>0100 2k
6>100 2k
7 up 2>0 ml1
>00 ml
1000 ml1 /.et0
12100 2k
20100 2k
80100 2k
77
1>00 ml
22>0 ml
>0100 2k
6>100 2k
Mum
>00 ml
1000 ml
10100 2k
20100 2k
Se;an <uice 2>0 ml 1>100 2k
.ran <uice 2>0 ml 12100 2k
Tabl e $ 53 &r i c i ng of "ar i ous s of t dr i nks
>/@/> &lace
.lace i! a term t$at $a! a &ariety o meaning! in a "ictionary !en!e3 +ut 5$ic$ i!
principally u!e" in a geograp$ic !en!e a! a noun to "enote location3 t$oug$ in a !en!e o a
location i"entiie" 5it$ t$at 5$ic$ i! locate" t$ere1
In marketing3 place reer! to one o t$e 8 .C!3 "eine" a! Dt$e market placeD1 It can mean a
geograp$ic location3 an in"u!try3 a group o people /a !egment0 to 5$om a company
5ant! to !ell it! pro"uct! or !er&ice!3 !uc$ a! young proe!!ional 5omen /e1g1 or !elling
co!metic!0 or mi""le*age" amily men /e1g1 or !elling amily car!01
Coke - &lace
(oke i! a multinational company an" it $a! it! market aroun" t$e entire 5orl"1 2$i! can
+e !ai" <u!t +y t$e ir!t page on it! !ite 5$ic$ a!k! people to !elect t$e place o t$eir
c$oice1 2$e 5e+!ite look! !omet$ing like t$i!:
78
<igure$? Eorld #ide distribution channel of Coca Cola
&epsi Place
.ep!i again $a! !prea" 5orl"5i"e1 .ep!i 5$en entering a ne5 market "oe! not go in alone
+ut it look! or partner! an" merger!1 2ill no5 .ep!i $a! colla+orate" 5it$ companie! like
Iuaker Eat!3 9rito*lay!3 Lipton3 Star+uck!3 etc1
.ep!i like (oke $a! !prea" all o&er t$e 5orl"1 It i! +ecau!e o t$i! 5orl"5i"e !prea" t$at
no5 it i! coming up 5it$ A"&erti!ement! 5$ic$ can +e +roa"ca!te" in t$e "ierent
nation! in t$e 5orl"1 2$e recent e6ample 5it$ 5oul" +e t$e .ep!i a"&erti!ement! $a&ing
Da&i" Beck$am a! it +ran" am+a!!a"or1
Distribution Channel
2$e &alue "eli&ery net5ork o +ot$ (oca*(ola an" .ep!i (ola are con!i!te" +y t$e
cu!tomer!3 !upplier!3 (oca*(ola ,etailing ,e!earc$ (ouncil!3 (olla+orati&e (u!tomer
,elation!$ip .roce!!3 (u!tomer De&elopment an" 2raining1 2$i! &alue "eli&ery net5ork
ma"e up o t$e company3 !upplier!3 "i!tri+utor! an" ultimately cu!tomer! 5$o JpartnerK 5it$ eac$
ot$er to impro&e t$e perormance o t$e entire !y!tem1
Our Suppliers
Eur !upplier! are +u!ine!! partner! 5$o pro&i"e our !y!tem 5it$ material!3 inclu"ing
ingre"ient!3 packaging an" mac$inery3 a! 5ell a! goo"! an" !er&ice!1 Eur (ompanyC!
Supplier :ui"ing .rinciple! /S:.0 communicate! our &alue! an" e6pectation!3
emp$a!i;ing t$e importance o re!pon!i+le en&ironmental an" 5orkplace policie! an"
practice!1
Supplier!C policie! an" practice! mu!t comply3 at a minimum3 5it$ all applica+le la5! an"
regulation!3 inclu"ing t$o!e concerning c$il" la+orN orce" la+orN a+u!e o la+orN ree"om
7B
o a!!ociation an" collecti&e +argainingN "i!criminationN 5age! an" +eneit!N 5orking
$our! an" o&ertimeN $ealt$ an" !aety an" en&ironmental practice!1 #e5 agreement! 5it$
!upplier! re-uire compliance 5it$ our S:.1 Ae $a&e communicate" t$e!e e6pectation!3
traine" !upplier! an" !tarte" a compre$en!i&e au"iting proce!!1 In 20073 5e con"ucte"
13414 !upplier au"it!3 a 28 percent increa!e !ince 20061 Ae $a&e al!o 5orke" 5it$ our
+ottling partner! !o t$at t$ey $a&e !imilar principle! to target !upplier! not co&ere" +y our
program1
Our Custo!ers
Ae !eek to +etter un"er!tan" t$e impact o t$e (oca*(ola +u!ine!! along our entire &alue
cycle an" partner 5it$ our cu!tomer! to a""re!! area! o concern an" a"" &alue +eyon"
our +e&erage pro"uct!1 Eur cu!tomer! inclu"e large international c$ain! o retailer! an"
re!taurant! an" !mall in"epen"ent +u!ine!!e!1 Ae 5ork 5it$ t$em e-ually to create
mutual +eneit1 2oget$er 5it$ our +ottling partner!3 5e !er&e our cu!tomer! t$roug$
account management team!3 pro&i"ing !er&ice! an" !upport tailore" to t$eir nee"!1
Eur cu!tomer! are continually looking or 5ay! to re"uce co!t!3 impro&e !ale! an"
proit!3 an" "eli&er +etter*-uality3 more "i&er!e pro"uct! to con!umer!1 Ae 5ork to create
a""itional &alue or our cu!tomer! +y anticipating t$eir "eman"! an" intere!t! an" to
proacti&ely "eli&er &ia+le !olution! or t$eir +u!ine!!e!1
Coca$Cola Retailing Research Councils
In Arica3 A!ia3 @urope3 Latin America an" #ort$ America3 (oca*(ola ,etailing ,e!earc$
(ouncil! con"uct re!earc$ on i!!ue! aecting t$e retail oo" in"u!try1 2$e re!ult! are
communicate" t$roug$ a colla+orati&e 5e+!ite t$at allo5! retailer! to gain inormation
nece!!ary to !trategically re!pon" to t$e c$anging marketplace1
Collaborati"e Custo!er Relationship &rocess
Eur (olla+orati&e (u!tomer ,elation!$ip proce!! $a! +een reine" in t$ree lea" market!
** Japan3 Me6ico an" S5it;erlan" ** an" i! no5 +eing implemente" 5it$ key cu!tomer! in
ot$er market! aroun" t$e 5orl"1 Ae 5ork 5it$ our cu!tomer! to impro&e !$opper
80
marketing an" !upply c$ain colla+oration an" to accelerate inno&ation in or"er to pro&i"e
!uperior +e&erage !election! to e&ery con!umer on e&ery !$opping trip1
(oca*(ola Me6icoC! (olla+orati&e (u!tomer ,elation!$ip program 5a! recently
recogni;e" +y E66o3 a con&enience !tore c$ain t$at $a! >3700 !tore! in 40 !tate! in
Me6ico1 2$e program $a! pro&en !ucce!!ul in un"er!tan"ing !$opper nee"!3 "ri&e! an"
preerence!3 an" migrating rom a tran!actional an" commercial link to a colla+orati&e
an" multiunctional +u!ine!! relation!$ip1
Custo!ers De"elop!ent and Training
Ae pro&i"e !upport to !maller cu!tomer! to $elp make t$eir +u!ine!!e! more eicient an"
proita+le1 In Latin America3 or e6ample3 5e $a&e e!ta+li!$e" cu!tomer "e&elopment
training center!3 t$e large!t one! in Argentina3 Bra;il3 ($ile3 Me6ico an" .eru1
Ae al!o 5ork 5it$ cu!tomer! to +roa"en t$e range o +e&erage! t$ey oer3 pro&i"e
nutritional inormation an" en!ure our +e&erage! are markete" re!pon!i+ly1
Coca$cola Distribution Channel
2$e company 5ill e!ta+li!$ an e6ten!i&e "i!tri+ution c$annel or all +ran" o coca*cola
company to make it a&aila+le t$roug$out t$e country1 It 5ill +uil" !i6 "i!tri+ution center!
/Agent0 in t$e !i6 "i&i!ion! o Bangla"e!$: D$aka3 ($ittagong3 Syl$et3 ,a<!$a$i3 '$ulna3
an" Bari!$al1 9rom t$e!e "i!tri+ution center!3 t$ey 5ill !upply t$e coca*cola L ot$er
+ran"! to "ierent "i!trict! "ealer!1 9rom "ealer!3 t$e !ale! repre!entati&e! 5ill !upply
retail !$op! /!mall an" mega0 on t$e +a!i! o t$eir "eman"1 2$e !mall tra"er! 5ill
purc$a!e (oca*(ola "irectly rom t$e "ealer!1
81
Manuacture
Agent Dealer!
,etailer
(on!umer
<igure$@ Distribution channel of Coca Cola in Bangladesh
&lant K)nd Consu!ers &rocess
<igure$A )nd Consu!ers &rocess
)"olution Channels of Distribution

82
<igure$B )"aluation Channel of Distribution
Distribution Channel of Coca$Cola Bangladesh
<igure$C Distribution channel of Coca Cola in Bangladesh 9&lant fro! )nd Consu!ers:
84
Distribution Strategy adopted by Coke
<igure$D Distribution through &ush Strategy
<igure$52 Distribution through &ull Strategy
The 1ourney of )!pty Coca$Cola Bottle
88

8>
<igure$55 1ourney of )!pty Coca Cola Bottle
&epsi Cola Distribution Channel
Ene o t$e large! international in&e!tor!
.ro&i"e! "irect an" in"irect employment 13 >03000 people inclu"ing !upplier! an"
"i!tri+utor!1
Be&erage!* .ep!i3 7 %p3 Mirin"a3 Mt1 De53 Diet .ep!i
Distribution Channel of &epsi
86
<igure$@ Distribution channel of Coca Cola in Bangladesh
<igure$53 Distribution Channel of &epsi Cola
Manufactured Sponsored Retail <ranchise
.ep!i (o licen!e +ottler! in &ariou! market! t$at +uy it! !yrup concentrate1
2$e!e +ottler! t$en car+onate" an" +ottle t$e !yrup to !ell t$em to "i!tri+utor! or retailer1
Ter!s and Responsibilities
&rice &olicy
Di!tri+utor!: 4O to >O i! t$eir proit margin!
,etailer!: 10O to 16O i! t$eir proit margin!
Territorial Rights
Di!tri+utor! are gi&en territorial rig$t! an" are not allo5e" to 5ork +eyon" t$eir
territorie!1
Conditions of Sale
.ayment "one t$roug$ +ank or ca!$1 Eption o cre"it !ale! remain! at t$e lo5er part o
c$ain :uarantee o "amage goo"! pro&i"e"1
<actors of Channel Design
Custo!ers 'eeds
Assort!ent of -oods
.ep!i $a! a 5i"e a!!ortment o goo"!1 In +e&erage !ome &ery !ome &ery amou! are
.ep!i3 Mirin"a3 7%.3 Slice etc1
*biLuitous
87
,e!taurant!3 .an S$op!3 'irana Store!3 (onectionarie!3 .ep!i on 5$eel! all t$e!e are
!ome e6ample o t$e act t$at t$e pro"uct .ep!i i! u+i-uitou!1
'u!ber of Inter!ediaries
Intensi"e Distribution
.ep!i (ompany ollo5! an inten!i&e "i!tri+ution !trategy1 2o !upport t$eir u+i-uitou!
eature! t$ey 5ant to place t$eir pro"uct in a! many outlet! a! po!!i+le1
Increase !arket co"erage
Co!peting against Coca$Cola and other local co!panies/
Ter!s and Responsibilities
&rice &olicy
Distributors 4O to >O i! t$eir proit margin!
Retailers 10O to 16O i! t$eir proit margin!
Territorial Rights
Di!tri+utor! are gi&en territorial rig$t! an" are not allo5e" to 5ork +eyon" t$eir
territorie!1
Conditions of Sale
.ayment "one t$roug$ +ank or ca!$1 Eption o cre"it !ale! remain! at t$e lo5er part o
c$ain :uarantee o "amage goo"! pro&i"e"1
88
7ori;ontal
Marketing Sy!tem
?ertical
Marketing Sy!tem
.ep!i*Lipton
Alliance
.ep!i*Bottler
<igure$5> Marketing Syste! of &epsi Cola
Channel Me!bers and Roles
&epsi Cola Co!pany
*A!!ign! a territory to t$e "i!tri+utor!
* A!!ign! !ale! target acc to region an" !ea!on!
* @&aluate! perormance t$roug$ pre"eine" parameter!
* Sale! Incenti&e!
* .romotional Eer!
Distributors
Eholesalers
Retailers
Inter!ediary Statistics
DISTRIB*TORS
2ran!com Be&erage Bangla"e!$ Lt"1*D$aka Manager! +uer or 10 "ay! an"
u!e! 2ALLM an" @W(@L !ot5are
E(O.)SA.)RS
($o5"$ury A$ole!aler! .ri&ate Lt"1 Manager! +uer or 10 "ay! an"
u!e! 2ALLM an" @W(@L !ot5are
R)TAI.
A+"ulla Store3 Mir;apur
Table$5> Transportation cost4 +ehicle Cost at each stage is borne by inter!ediaries
-eneric Channel Outputs
8B
Spatial Con"enience
* 7ig$ A&aila+ility
* Strong .re!!ure
Shorter Deli"ery Span 9ti!e:
Channel Manage!ent
.ep!i (o $a! lot o control o&er t$e c$annel
* Inca!e o .ep!i to aut$ori;e" "i!tri+utor to retail !$op! /"eine" territory to
"i!tri+utor01
* .ep!i a!!ign! a particular territory to t$e "i!tri+utor un"er an agreement1
* #o inter&ention into ot$er=! territory 5it$out company kno5le"ge1
* ,etailer! accounta+le to t$e aut$ori;e" "i!tri+utor!1
B0
<igure$5? )"aluation of &epsi Cola Distribution Syste!
Mey &ara!eters
* 2otal line! !ol" per "ay
* A&erage o S'% per or"er
* .enetration O
* #o1 o S'% !ale!
* Eutlet +ooking or"er
*(omplete" Sale!
>/@/? &ro!otion
.romotion i! one o t$e our a!pect! o marketing1 .romotion compri!e! our
!u+categorie!:
A"&erti!ing
.er!onal !elling
Sale! promotion
.u+licity an" pu+lic relation!
2$e !peciication o t$e!e our &aria+le! create! a promotional mi6 or promotional plan1 A
promotional mi6 !peciie! $o5 muc$ attention to pay to eac$ o t$e our !u+categorie!3
an" $o5 muc$ money to +u"get or eac$1 A promotional plan can $a&e a 5i"e range o
B1
o+<ecti&e!3 inclu"ing: !ale! increa!e!3 ne5 pro"uct acceptance3 creation o +ran" e-uity3
po!itioning3 competiti&e retaliation!3 or creation o a corporate image1
Bot$ t$e companie! .ep!i an" coke are amou! or t$eir promotion!1 2$e ri&alry 5a! ir!t
!tarte" 5$en .ep!i !tarte" 5it$ it! +lin" ta!te te!t! kno5n a! t$e .ep!i ($allenge1 2$e
c$allenge i! "e!igne" to +e a "irect re!pon!e to critic! 5$o allege t$at (oca*(ola an"
.ep!i*(ola are i"entical "rink!3 5it$ no meaningul "ierence!1 2$e c$allenge take! t$e
orm o a ta!te te!t1 At mall!3 !$opping center! an" ot$er pu+lic location!3 a .ep!i
repre!entati&e !et! up a ta+le 5it$ t5o +lank cup!3 one containing .ep!i an" one 5it$
(oke1 S$opper! are encourage" to ta!te +ot$ cola!3 an" t$en !elect 5$ic$ "rink t$ey
preer1 2$en t$e repre!entati&e re&eal! t$e t5o +ottle! !o t$e ta!ter can !ee 5$et$er t$ey
preerre" (oke or .ep!i1 I .ep!i i! re&eale"3 t$e !$opper i! gi&en a !mall pri;e1 2$e
implication i! t$at .ep!i ta!te! +etter t$an (oke3 an" t$u! con!umer! !$oul" purc$a!e
.ep!i1
In +lin" ta!te te!t!3 more con!umer! preer t$e ta!te o .ep!i to t$at o (oca*(ola1
Becau!e (oke 5a! t$e $i!torical lea"er3 more people e6pecte" t$at t$ey=" preer an"
!elect (oke1 2$eir !urpri!e at picking .ep!i in t$e +lin" ta!te te!t /pro"uct! 5ere !er&e" in
unmarke" cup!0 $elpe" c$ange t$eir min"! a+out 5$ic$ pro"uct t$ey preer1 (apturing
t$i! on ilm3 .ep!i turne" t$i! into a memora+le 2? campaign t$at la!te" many year!1
Al!o a"*campaign! are put up on t$e tele&i!ion +y +ot$ t$e player!1 2$e ollo5ing
!tati!tic <u!t tell! o muc$ o !$are o a"! on 2? are capture" +y t$e!e player!1
The Top fizzing brands of the year 3252
Bran"! O S$are
.ep!i 4>O
(oca*(ola 1BO
Mountain De5 7O
7 %p 7O
Sprite >O
Diet .ep!i 8O
Diet (oke 4O
Mirin"a 4O
B2
Tabl e $ 5? Top f i z z i ng br ands
In act in t$e ne6t grap$ you can !ee $o5 many program! are !pon!ore" +y cola
companie! an" t$e lea"er among t$em i! .ep!i1 Mainly .ep!i i! t$e company !pon!oring
mo!t cricket teleca!t! $appening in In"ia an" Bangla"e!$ an" !pen"! mo!t o it! re&enue
in t$at iel"1
Chart$@ Cola Sponsored &rogra!s
HInclu"e program3 9eature ilm3 Sport! .rogram3 @&ent! etc1
#o5a"ay! +ot$ (oke an" .ep!i are going in or Bran" Am+a!!a"or! to promote t$eir
pro"uct1 2$e!e +ran" am+a!!a"or! are amou! people 5$o u!ually people i"oli;e an"
B4
people can relate to t$em1 2$e ollo5ing picture! "o not nee" any e6planation a! people
are amiliar 5it$ t$e cele+ritie! an" can t$u! -uickly i"entiy 5it$ t$e pro"uct1
A li!t o (ele+ritie! t$at are +ran" am+a!!a"or! or t$e cola companie! are a! ollo5!1
2$e!e cele+ritie! are not only a!ke" to 5ork in t$e a"&erti!ement! +ut t$ey al!o $a&e to
u!e t$e pro"uct promote" +y t$em an" t$ey !$oul" not u!e t$e company=! ri&al=!
pro"uct!1
Cel ebri t y 9 Mega St ar: )ndors e!ent of &eps i F Coca$ Col a
&epsi Coca$Cola
Sac$in 2en"ulkar Sac$in 2en"ulkar
Amita+$ Aamir '$an
Soura+ :angully Anil 'um+le
Beck$am ,o+arto 'arlo!
S$a$ruk$ '$an Ai!5ariya
7ar+$a<an Sing$ A!a B$o!le
Mo$en"ar Sing$ D$oni Anu!$ka S$ankar /Sitar .layer0
?iren"or Se$5ag Ja!!i
,onal"in$o # 'art$ikeyan
Shakib Al (assan ,a<pal Ma"a&
Masrafi Bin Mortuza ,a<ya&ar"$an ,at$or
S$arn Aarne Sania Mir;a
'al 7opper
2ilokaratne Dil!$an
,an+ir 'apur
Billy Bo5"er /%mpire0
Dipika .arokon
,a$ul Dra&i"3 Mu+ra< Sing$3 M"1 'ai3
Va$eer '$an3
B8
M"1 A;ar %""in3 A<ay Ja"e<a3 ?ino"
'am+le3 #o&o<ot Sing$ Si"$u
Ar!$a" Aar!i
Sai Ali '$an
Table$5@ Ce l e br i t y )ndor s e !e nt
Coca Cola &ro!otional Strategy
Ad"ertising
A"&erti!ing i! a orm o imper!onal3 one*5ay ma!! communication pai" or t$e !pon!or1
Many "ierent me"ia may tran!mit it1 @6ample! inclu"e tele&i!ion3 ra"io3 ne5!paper!3
maga;ine!3 +ook!3 +ill+oar"! etc1 (oca*(ola "oe! a"&erti!e +y t$e!e me"ia a! 5ell1 2$e
(oca*(ola a"&erti!ing u!ually ollo5! a campaign proce!! t$at con!i!t! o i&e p$a!e!:
Determining t$e a"&erti!ing o+<ecti&e!
Setting t$e campaign +u"get
Determining t$e me!!age to +e tran!mitte" to t$e target market
Selecting t$e me!!age &e$icle an"
@&aluating t$e campaign
A"&erti!ing i! one o t$e mo!t important promotional tool! among t$e promotion mi6 o a
company3 5$ic$ i! u!e" in or"er to con&ey t$eir me!!age along 5it$ &i!ual eect1 (oca*
(ola i! num+er one glo+al +ran" in !ot "rink! item!1 So it al!o u!e! me"ia a"&erti!ing in
or"er to capture ull market co&erage t$roug$ out t$e 5orl"1 In ca!e o any !ort o
a"&erti!ing campaign or !logan i1e1 t$e central t$eme o a" i! t$e mo!t important part
a"&erti!ement along 5it$ it! !tory+oar"1 In act3 a" campaign communicate! t$e pro"uct
me!!age to it! target cu!tomer!1
Sales &ro!otion
Sale! promotion inclu"e! marketing acti&itie!*ot$er t$an per!onal !elling3 a"&erti!ing3 an"
pu+lic relation!* t$at !timulate! con!umer!3 tra"e an" "ealer eecti&ene!!1 Sale!
promotion can +e aime" at en" con!umer!3 tra"e cu!tomer!3 or company=! employee!1
(oca*(ola oer! all o t$e!e !ale! promotion! e&ery year or &ariou! purpo!e!1 (oca*(ola
! !ale! promotion tool! inclu"e ree !ample!1
B>
Sale! promotion i! generally a !$ort run tool u!e" to !timulate imme"iate increa!e in
"eman"1 9re-uently (oca*(ola u!e! !ale! promotion to impro&e t$e eecti&ene!! o t$eir
promotion mi6 ingre"ient!3 e!pecially a"&erti!ing1 ,e!earc$ !$o5! t$at !ale! promotion
complement! a"&erti!ing +y yiel"ing a!ter !ale! re!pon!e!1
&ublic Relation
(oncerne" a+out t$e pu+lic image!3 (oca*(ola oten !pen" large !um o money to +uil" a
po!iti&e con!umer image1 .u+lic relation! are t$e marketing unction t$at:*
@&aluate! pu+lic attitu"e!
I"entiie! t$e policie! an" proce"ure! o t$e company an"
@6ecute! a program o action to earn pu+lic un"er!tan"ing an"
acceptance1
A !oli" pu+lic relation! program can generate a&ora+le pu+licity al!o1 2$u! (oca*(ola
no5 !pen"! $uge money in t$e game iel" !uc$ a! oot+all an" cricket3 Spon!oring or
c$arity !$o5! etc1 Ergani;ing t$e QA!ian 2e!t (ricket ($ampion!$ip=3 (oca*(ola
(ompanie! o Bangla"e!$ pai" 2k83 0003000 appro6imate only or t$e inal matc$ o t$i!
tournament1
Coca Cola &ro!otional Strategy
In Septem+er 200> .ep!i oer a ne5 Dgreat ta!tingD energy !o"a J9,@S(AK 5it$ 5ill get
+y con!umer! i t$ey +uy a can o Mountain De51
.ep!i 5ill once again +e promoting t$e ne5 Star Aar! mo&ie 5$ic$ i! to +e relea!e" in
May 200>1 2$ey $a&e planne" !ome cool promotion! like a limite" e"ition Dart$ De5
Slurpee at 7*@le&en !tore!1
.ep!i .rice promotion!:
.rice promotion! are al!o commonly kno5n a!D price "i!countingD1 2$e!e can +e "one in
t5o 5ay!:
/10 A "i!count to t$e normal !elling price o a pro"uct3 or
/20 More o t$e pro"uct at t$e normal price1
.ep!i can "o +ot$ o t$i! or promoting t$eir +ran" in t$e market1
B6
Coupons
(oupon! are anot$er3 &ery &er!atile3 5ay o oering a "i!count1 (on!i"er t$e ollo5ing
e6ample! o t$e u!e o coupon!:
* En a pack to encourage repeat purc$a!e
* In coupon +ook! !ent out in ne5!paper! allo5ing cu!tomer! to re"eem t$e coupon
at a retailer
* A cut*out coupon a! part o an a"&ert
* En t$e +ack o till receipt!1 2$e key o+<ecti&e 5it$ a coupon promotion i! to
ma6imi;e t$e re"emption rate P t$i! i! t$e proportion o cu!tomer! actually u!ing
t$e coupon1
* It mu!t +e en!ure" 5$en a company u!e! coupon! t$at t$e retailer! mu!t $ol"
!uicient !tock to a&oi" cu!tomer "i!appointment1
&oint of Sale Displays
* .ep!i can "o al!o point o purc$a!e promotion or t$eir +ran"1
-ift #ith &urchase
* .ep!i oer "ierent type! o git 5it$ t$eir pro"uct in "ierent location1 Some o
t$e picture! are $ig$lig$te"1
<igure$5@ -ift of &urchase
Sponsor by &epsi
* .ep!i can !pon!or "ierent programFe&ent in "ierent occa!ion1 Some o t$e
picture! are $ig$lig$te"1
Billboard *sed by &epsi
B7
* .ep!i u!e +ill+oar" or promote t$eir +ran"1
Mobile Ads used by &epsi
* .ep!i al!o u!e mo+ile a"! in "ierent &e$icle! to promote t$eir +ran"!1
<igure$5A Mobile Ads of &epsi Cola
&rint Ads of &epsi
.ep!i $a! a ma!!i&e num+er o print a"! to promote t$eir +ran"1 More t$an 100 year!
.ep!i (ompany come! up 5it$ "ierent type o print a"! 5it$ "ierent ma!!age or t$eir
cu!tomer1
T+ Co!!ercials of &epsi
.ep!i $a! a long gol"en $i!tory o 2? commercial! rom t$eir e!ta+li!$ment o !ot "rink
market 5it$ "ierent appeal1 A! t$e year! gone .ep!i (ompany u!e" "ierent cele+ritie!
accor"ing to t$e "eman" o t$eir &ie5er!1
B8
<igure$5B T+ Co!!ercials of &epsi
Radio Co!!ercials of &epsi
Alt$oug$ IM( o .ep!i +a!e" on 2? commercial!3 +eore 1B>0 t$ey u!e" ra"io
commercial! a! a prominent me"ia or t$e a"&erti!ement1
<igure$5C Radio Co!!ercials of &epsi
Marketing Trends of Soft Drinks Industry according to the &ublic Opinion
<actors
Sl/ Marketing Trends Opinions
1 A$at type! o (ola you $a&e like" mo!tY > 8 4 2 1
2 A$ic$ +e$a&ior aect your "eci!ion to c$oice
your +ran" preerenceY
> 8 4 2 1
4 Aill you like t$e pro"uct or notY > 8 4 2 1
8 7o5 many time! you "rink in a mont$Y > 8 4 2 1
> Are you !ati!ie" a+out t$e ta!te o your (olaY 2 1
6 I you are not a&ail your "e!ire cola "o you 2 1
BB
purc$a!e anot$erY
7 A$ic$ attri+ute "o you like mo!t in your "e!ire
pro"uctY
> 8 4 2 1
8 Are you !ati!ie" a+out t$e price o your pro"uctY 2 1
B Do you agree t$at t$e ta!te o your +ran"e" (ola
i! -ualiie"Y
> 8 4 2 1
10 Do you agree t$at t$e la&or o your +ran"e"
(ola i! -ualiie"Y
> 8 4 2 1
Table$5A &ublic Opinions Analysis
111 A$at i! your opinion to make your cola ta!tierY
121 A$at i! your !ugge!tion to make your cola a&aila+le at your "oorY
>/@/@ &ackaging
.ackaging i! +a!ically t$e "ierent !$ape o +ottle! o .ep!i 5$ic$ i! c$anging time to
time like (oca (ola (ompany1 But t$ey c$ange t$eir packaging le&el o pla!tic +ottle not
gla!! +ottle1
>/@/A &rocess
2$e pro"uction proce!! o !ot "rink! maintaine" +y t$e ISE an" BS2I !tan"ar" +y t$e
+ot$ companie! in t$eir actory in Bangla"e!$ an" "i!tri+ute t$eir pro"uct! t$roug$ t$eir
o5n c$annel proce!!1
>/@/B &eople
100
2$e!e t5o companie! play a great role to remo&e t$e unemployment rom our country1
2$ey create employment opportunitie! lot o !kill3 !emi !kill an" un!kille" 5orker! at
t$eir actory +a!e" on t$e 5orking le&el1 Be!i"e! t$ey a!!ign &ariou! e"ucate" per!onnel
at &ariou! "epartment! in t$eir organi;ation1
>/@/C &hysical )"idence
2$e plant o .ep!i*2ran!com Be&erage e!ta+li!$e! in Je!!ore an" (oca (ola*A+"um
Monem Lt"1 e!ta+li!$e! in '$u!tia pro"uce! t$e car+onate" !ot "rink! in Bangla"e!$1
Be!i"e! t$ey $a&e regional oice! an" !ale! "eport! o &ariou! regional citie! an" area! in
Bangla"e!$ or maintaining t$e air "i!tri+ution !y!tem1
>/@/D &olitics
2$e political !y!tem in Bangla"e!$ i! not e!ta+li!$e" an" policy o go&ernment luctuate"
at t$e time o go&ernment c$ange t$roug$ t$e election1 So t$e multinational companie! a!
5ell a! t$e local entrepreneur! "o not 5ant to take ri!k $ere to in&e!t lot o money1
101
102
($apter*8
Analy!i! o t$e Stu"y
Chapter$?
Analysis of the Study
?/5 SEOT Analysis
SEOT Analysis of Coca Cola
Strengths
.atent
E5n pro"uction plant
,e!earc$ L De&elopment
7ig$ market !$are
Bran" image
Eeaknesses
Do not !ell on account
Le!! moti&ation "o5n !tream
In!uicient a"&erti!ement
#ot !killul "i!tri+utor
E&er coni"ence on t$eir pro"uct
Opportunities
7ig$ gro5t$ rate
7uge local market
Acceptance o pet +ottle! i! $ig$er t$an +ottle!
:oo" relation 5it$ "i!tri+ution c$annel
:oo" relation :o&t1
104
Threats
Et$er e6i!ting company
:oo" ta!te o competitor
.olitical !ta+ility
Better proe!!ional promotion o ot$er competitor
SEOT Analysis of &epsi
Strength
Multi*"imen!ional organi;ation
Aell*e!ta+li!$ management
Sop$i!ticate" tec$nology
7ig$ Bran" Image
9inancial !upport rom !i!ter concern
Be!t a"&erti!ement!
Iuality pro"uct
Eeakness
More competition! in !ot "rink! market1
%na+le to attract t$e loyal con!umer! o (oca*(ola1
Opportunity
@!ta+li!$e" Bran" Image
(on!umer ten"ency to u!e .et +ottle1
?alue pricing: .ep!i i! a+le to pro"uce
7ig$ -uality relati&ely !tan"ar" co!t1
Ai"e market in Bangla"e!$1
Stronge!t an" +igge!t e6i!ting "i!tri+ution c$annel1
Threats
108
.ep!i $a! to compete 5it$ t$e e6i!ting repute" companie!
.olitical in!ta+ility
.ro+lem ari!e "ealing 5it$ "i!tri+utor1/(re"it acility0
9luctuation o price o ra5 material!
?/3 Nuestionnaires Analysis
State!ent$i Desired cola of the consu!ers
11 (oca*(ola 21 .ep!i*(ola 41 MEJE 81 ,( (ola >1 ?irgin
<actor &oint Assign 9;: <reLuency 9f: f;
(oca (ola > 2> 12>
.ep!i (ola 8 46 188
MEJE 4 21 64
,( (ola 2 18 28
?irgin 1 2 2
Total DC >A3
Table$5B Mean "alue of Luestion$i
Mean +alue= f;%f=>A3%DC=>/AD>CBC
<actor &oint Assign 9;: <reLuency 9f: 9;$;:
3
f9;$;:
3
(oca (ola > 2> 1170>B 821687>
.ep!i (ola 8 46 010B47 414742
MEJE 4 21 01881> 101111>
,( (ola 2 18 2186B2 8011688
?irgin 1 2 712>6B 181>148
Total DC 53/?2B3 552/C5?C
Table >C$Standard De"iation "alue of Luestion$i
Standard De"iation 552/C5?C%DC = 5/5>2BA>
C+= 95/5>2BA>%>/AD>CBC:O522= >2/A55C
Analysis$ I 5e analy!i! t$e !tati!tical met$o" t$en 5e in" t$at t$e re-uency rate o
.ep!i*(ola i! larger t$an (oca*(ola (ompany1 7ere 5e a!!ign !ome numeric &alue on
eac$ +ran" an" ater calculation 5e in" t$at t$e &alue o .ep!i*(ola i! $ig$er t$an any
ot$er +ran"1 2$en 5e a"" t$e numeric &alue! an" get total &alue!1
10>
Ater 5e trace t$e Mean &alue +a!e" on t$e total &alue 5$ic$ i! $elp u! to generate t$e
&alue o Stan"ar" De&iation1 Ba!e" on t$e &alue o Stan"ar" De&iation 5e inter!ect t$e
Mean &alue an" Stan"ar" De&iation &alue 5e in" t$e &alue o (oeicient o ?ariation1
2$i! &alue al!o !$o5! t$at t$e a! a +ran" .ep!i (ola i! more populate" among t$e
con!umer! t$an (oca*(ola1
State!ent$ii Consu!er beha"ior to affect the brand preference decision/
112a!te 21 9la&or 41 .rice 81 .ackaging >1 Smell
<actor &oint Assign 9;: <reLuency 9f: f;
2a!te > 42 160
9la&or 8 48 146
.rice 4 4 B
.ackaging 2 2 8
Smell 1 27 27
Total DC >>A
Table$5D Mean "alue of Luestion$ii
Mean +alue= f;%f=>>A%DC=>/?3C@B5
<actor &oint Assign 9;: <reLuency 9f: 9;$;:
3
f9;$;:
3
2a!te > 42 2186B8 7B10208
9la&or 8 48 01426> 111101
.rice 4 4 011847 01>611
.ackaging 2 2 210808 810816
Smell 1 27 >18B7B 1>B12844
Total DC 52/D5C> 3@?/22BC
Table 32$Standard De"iation "alue of Luestion$ii
Standard De"iation 3@?/22BC%DC=3/@D5D5A
C+= 93/@D5D5A%>/?3C@B5:O522=B@/@DB@A
Analysis$ 9rom t$e !tati!tical met$o" analy!i! 5e i"entiy t$at con!umer! preer! la&or
t$an any ot$er attri+ute! 5$en t$ey take purc$a!e "eci!ion1 7ere 5e a!!ign !ome numeric
mark! on i&e attri+ute! o !ot "rink! an" 5e in" t$at re-uency rate t$at mean! people
re!pon!e i! $ig$ on t$e la&or o cola1 9rom t$e ta+le *1B3 5e can a+le to get t$e Mean
&alue1 9rom t$e ta+le*203 5e can get !ome !tati!tical &alue! an" +y t$e $elp o it 5e
generate t$e &alue o Stan"ar" De&iation1 7ere t$e &alue o (oeicient o ?ariation i!
$ig$ an" it !$o5! t$at con!umer=! +e$a&ior! aect t$e trait o la&or to purc$a!e t$eir
+ran" "e!ire +ran" .ep!i (ola +ecau!e rom t$e analy!i! o Luestion$i4 5e in" t$at .ep!i
(ola i! mo!t !ucce!!ul +ran" t$an it! clo!et competitor (oca (ola (ompany1
106
State!ent$iii Consu!er like the product or not/
11 Strongly Di!like 21 Di!like 41 #eutral 81 Like >1 Strongly Like
<actor &oint Assign 9;: <reLuency 9f: f;
Strongly Agree > 8B 28>
Agree 8 4B 1>6
#eutral 4 2 6
Di!agree 2 8 16
Strongly Di!agree 1 2 2
Total 522 ?3@
Table 35$ Mean "alue of Luestion$iii
Mean +alue= f;%f=?3@%522=?/3@
<actor &oint Assign 9;: <reLuency 9f: 9;$;:
3
f9;$;:
3
Strongly Agree > 8B 01>62> 271>62>
Agree 8 4B 01062> 21847>
#eutral 4 2 11>62> 4112>
Di!agree 2 8 >1062> 801>
Strongly Di!agree 1 2 101>62> 21112>
Total 522 5B/C53@ D?/B@
Table 33$Standard De"iation "alue of Luestion$iii
Standard De"iation D?/B@%522=2/D?B@
C+= 92/D?B@%?/3@:O522=33/3D?53
Analysis$ 2o get t$e an!5er $ere 5e u!e i&e point liker !cale!1 Among o $un"re"!
re!pon"ent! 5e in" t$at ma6imum num+er o con!umer! like t$e pro"uct e6tremely an"
t$eir +e$a&ior !$o5 t$at t$ey are &ery loyal o t$eir "e!ire +ran" /(oca (ola or .ep!i
(ola0/ ,e!earc$ $a! oun" t$at3 to u!e t$e market re!earc$ "ata 5e can reac$ inal &alue!
o Mean an" Stan"ar" De&iation an" t$i! &alue al!o matc$ 5it$ t$e con!umer=! c$oice1
7ere t5o con!umer! a&oi" u! to pro&i"e t$e an!5er! an" to u!e remain an!5er! 5e reac$
a inal conclu!ion t$roug$ t$e met$o" o (oeicient o ?ariation t$at con!umer! are
!trongly like t$e +ran" o .ep!i (ola1
State!ent$i" Monthly purchase a!ount of the desire cola/
11 ?ery Inre-uently 21 Inre-uently 41 #eutral 81 9re-uently >1 ?ery 9re-uently
<actor &oint Assign 9;: <reLuency 9f: f;
?ery 9re-uently > 42 160
9re-uently 8 86 188
107
#eutral 4 2 6
Inre-uently 2 12 28
?ery Inre-uently 1 8 8
Total 522 >C3
Table 3>$ Mean "alue of Luestion$i"
Mean +alue= f;%f=>C3%522=>/C3
<actor &oint Assign 9;: <reLuency 9f: 9;$;:
3
f9;$;:
3
?ery 9re-uently > 42 114B28 881>>68
9re-uently 8 86 010428 118B08
#eutral 4 2 016728 114888
Inre-uently 2 12 414128 4B17888
?ery Inre-uently 1 8 71B>28 64161B2
Total 522 5>/>A3 5@2/BA
Table 3?$ Standard De"iation "alue of Luestion$i"
Standard De"iation 5@2/BA%522=5/@2BA
C+= 95/@2BA%>/C3:O522=>D/?A@DB
Analysis$ 2o analy!i! it at ir!t 5e $a&e taken !ome actor! an" pro&i"e! numeric &alue
eac$ on it1 In t$i! re!earc$ 5e !elect $un"re" re!pon"ent! an" among o t$em t$ree
re!pon"ent! "o not pro&i"e any an!5er1 2o analy!i! t$e iel" "ata 5e in" !ome po!iti&e
re!pon!e rom t$e re!pon"ent! to5ar"! t$eir attitu"e a+out o t$eir "e!ire cola1 9rom t$e
!tati!tical analy!i! o iel" "ata 5e in" t$e &alue o Mean3 Stan"ar" De&iation an"
(oeicient o ?ariation1 An" t$i! &alue !$o5! t$at con!umption rate o a&ora+le +ran"!
/.ep!i (ola L (oca*(ola0 among t$e con!umer! i! &ery $ig$ an" po!iti&e1
State!ent$" Consu!er satisfaction about the taste of the cola/
11 Me! 21 #o
108
Chart$A Satisfaction Rate of Cola
Analysis$ 7ere 5e !ur&ey on t$e !ati!action rate o con!umer! a+out t$eir a&ora+le
+ran"!1 Ae collect t$e "ata rom $un"re" re!pon"e" an" e&ery one pro&i"e an!5er1 Ater
collect t$e "ata 5e analy!i! it an" !$o5! it t$roug$ !tacke" column c$at1 In t$i! c$at
?ertical*a6i! !$o5! t$e 2a!te o (ola an" 7ori;ontal*a6i! !$o5! t$e Sati!action ,ate o
(on!umer! a+out t$e cola1 9rom t$e !ur&ey "ata 5e get t$at a+out 7>O con!umer! are
!ati!ie" a+out t$e ta!te o .ep!i (ola /5$ic$ 5e in"icate re" column01 ,emain 2>O o
con!umer! /5$ic$ 5e in"icate re" column0 are not !ati!y an" t$ey are !earc$ing ot$er
+ran" an" mo!tly t$ey preer (oca*(ola to !ati!y t$eir ta!te1
State!ent$"i &urchase decision of Consu!er if the loyal brand is not a"ailable/
11 Me! 21 #o
Chart$B &urchase Decision of Cola
Analysis$ 7ere 5e !ur&ey on t$e purc$a!e "eci!ion o con!umer! a+out t$eir a&ora+le
+ran"!1 Ae collect t$e "ata rom $un"re" re!pon"e" an" e&ery one pro&i"e an!5er1 Ater
collect t$e "ata 5e analy!i! it an" !$o5! it t$roug$ !tacke" column c$at1 In t$i! c$at
?ertical*a6i! !$o5! t$e A&aila+ility o (ola near t$e "oor an" 7ori;ontal*a6i! !$o5! t$e
.urc$a!e Deci!ion o (on!umer! a+out t$e cola1 2$i! type !ur&ey re!earc$ $elp! u! to
"etermine t$e loyal con!umer! o (SD in"u!try in market1 9rom t$e !ur&ey "ata 5e get
t$at a+out 80O /5$ic$ 5e in"icate re" column0 con!umer! are !ati!ie" a+out t$e ta!te o
.ep!i (ola an" t$ey al5ay! purc$a!e t$i! particular +ran" an" ne&er purc$a!e any ot$er
+ran" 5$en t$i! +ran" i! una&aila+le in t$e market1 2$ey are al5ay! rea"y to 5ait or t$i!
+ran" to make it a&aila+le in t$e market1 ,emain 20O o con!umer! /5$ic$ 5e in"icate
re" column0 are not !ati!y3 t$ey !earc$ ot$er +ran" an" mo!tly preer (oca*(ola +ran"
10B
an" purc$a!e it i t$eir "e!ire cola i! not e6i!t in t$eir neare!t retail !tore1 2$roug$ t$i!
"ata 5e in" t$at .ep!i (ola can implement t$eir marketing !trategy !ucce!!ully an" a+le
to +uil" goo" relation!$ip 5it$ t$eir cu!tomer! an" make t$em loyal to con!ume t$eir
+ran"1
State!ent$"ii Attribute #hich consu!erPs prefer !ost in your desire product/
11 2a!te 21 9la&or 41 Smell 81 .ack >1 S$ape
<actor &oint Assign 9;: <reLuency 9f: f;
2a!te > 41 1>>
9la&or 8 4> 180
Smell 4 2> 7>
.ack 2 > 10
S$ape 1 2 2
Total DC >C3
Table$3@ Mean "alue of Luestion$"ii/
Mean +alue= f;%f=>C3%DC=>/CDBD@D
<actor &oint Assign 9;: <reLuency 9f: 9;$;:
3
f9;$;:
3
2a!te > 41 11218> 47168B>
9la&or 8 4> 010108 01468
Smell 4 2> 018064 2011>7>
.ack 2 > 416022 181011
S$ape 1 2 814B82 1617B68
Total DC 5?/2>5A D3/DBC?
Table$3A Standard De"iation "alue of Luestion$"ii/
Standard De"iation D3/DBC?%DC=2/D?CB@D
C+= 92/D?CB@D%>/CDBD@D:O522=3?/>>DCD
Analysis$ 9rom t$e !tati!tical met$o" analy!i! 5e i"entiy t$at con!umer! preer! la&or
t$an any ot$er attri+ute!1 7ere 5e a!!ign !ome numeric mark! on i&e attri+ute! o !ot
"rink! an" 5e take t$e re-uency rate t$at mean! people re!pon!e i! $ig$ on t$e la&or o
110
cola1 Ater t$e mat$ematical calculation 5e in" t$e mean &alue o t$e re!earc$1 2o u!e
t$e re-uency rate 5e can al!o get t$e mat$ematical &alue o Stan"ar" De&iation1 Ae can
get t$e (oeicient o ?ariation to u!e t$e Mean &alue an" Stan"ar" De&iation ?alue an"
inally reac$ a "eci!ion t$at con!umer! like la&or attri+ute 5$en t$ey purc$a!e t$e +ran"
.ep!i (ola an" (oca (ola1
State!ent$"iii Consu!ers satisfaction about the price of the product/
11 Me! 21 #o
Chart$C Consu!er Satisfaction about the &ricing of Cola
Analysis$ 7ere 5e !ur&ey on t$e con!umer !ati!action a+out t$e pricing "eci!ion o
.ep!i (ola an" (oca (ola1 Ae collect t$e "ata rom $un"re" re!pon"e" an" e&ery one
pro&i"e an!5er1 Ater collect t$e "ata 5e analy!i! it an" !$o5! it t$roug$ !tacke" column
c$at1 In t$i! c$at ?ertical*a6i! !$o5! t$e .ricing o (ola an" 7ori;ontal*a6i! !$o5! t$e
(on!umer Sati!action o (on!umer! a+out t$e cola1 2$i! type !ur&ey re!earc$ $elp! u! to
"etermine t$e loyal con!umer! o (SD in"u!try in market1 9rom t$e !ur&ey "ata 5e get
t$at a+out 60O /5$ic$ 5e in"icate re" column0 con!umer! are !ati!ie" a+out t$e pricing
o .ep!i (ola an" t$ey al5ay! purc$a!e t$i! particular +ran" an" ne&er purc$a!e any
ot$er +ran"! 5$en t$e price o t$e +ran" i! luctuate1 ,emain 80O o con!umer! /5$ic$
5e in"icate re" column0 are not !ati!y3 t$ey !earc$ ot$er +ran" an" mo!tly preer (oca*
(ola +ran" an" purc$a!e it i price o t$eir "e!ire cola +ecome ri!e1 2$roug$ t$i! re!earc$
5e reac$ a conclu!ion t$at .ep!i (ola nee" to "etermine a !ta+le market price to make t$e
con!umer !ati!y an" loyal o t$eir +ran"1
111
State!ent$i; Consu!ers decision about the taste of the branded cola is Lualified or
not/
11 Strongly Di!agree 21 Di!agree 41 #eutral 81 Agree >1 Strongly Agree
<actor &oint Assign 9;: <reLuency 9f: f;
Strongly Agree > 80 200
Agree 8 >1 208
#eutral 4 2 6
Di!agree 2 > 10
Strongly Di!agree 1 2 2
Total 522 ?33
Table$3B Mean "alue of Luestion$i;/
Mean +alue= f;%f=?33%522=?/33
<actor &oint Assign 9;: <reLuency 9f: 9;$;:
3
f9;$;:
3
Strongly Agree > 80 016088 281446
Agree 8 >1 010888 218688
#eutral 4 2 118888 21B768
Di!agree 2 > 81B288 281628
Strongly Di!agree 1 2 1014688 2017468
Total 522 5B/?>C? B@/5?3
Table$3C Mean "alue of Luestion$i;/
Standard De"iation B@/5?3%522=2/B@5?3
C+= 92/B@5?3%?/33:O522=5B/C2A5A
Analysis$ 9rom t$e !tati!tical met$o" analy!i! 5e i"entiy t$e ta!te (oca (ola an" .ep!i
(ola1 2o "etermine it 5e u!e i&e point liker !cale! an" take re!pon!e! rom $un"re"
con!umer!1 Among o t$em t5o con!umer! "o not pro&i"e any re!pon!e1 2$i! !cale $a!
i&e point! an" t$e con!umer! re-uency rate !$o5! t$at mo!t o t$e people agree a+out
t$e ta!te o t$eir +ran" are -ualiy1 Ae in" t$e mean &alue o t$e re!earc$ t$e
mat$ematical calculation1 2o u!e t$e re-uency rate 5e can al!o get t$e mat$ematical
&alue o Stan"ar" De&iation1 Ae can get t$e (oeicient o ?ariation to u!e t$e Mean
112
&alue an" Stan"ar" De&iation ?alue an" inally reac$ a "eci!ion t$at con!umer! are
!trongly agree t$at t$eir pro"uct! /.ep!i (ola an" (oca (ola0 i! -ualiie" an" it can meet
t$eir t$un"er o !ati!action1
State!ent$; Consu!ers decision about the fla"or of the branded cola is Lualified or
not/
11 Strongly Di!agree 21 Di!agree 41 #eutral 81 Agree >1 Strongly Agree
<actor &oint Assign 9;: <reLuency 9f: f;
Strongly Agree > 88 220
Agree 8 87 188
#eutral 4 2 6
Di!agree 2 8 8
Strongly Di!agree 1 4 4
Total 522 ?3@
Table$3D Mean "alue of Luestion$;/
Mean +alue= f;%f=?3@%522=?/3@
<actor &oint Assign 9;: <reLuency 9f: 9;$;:
3
f9;$;:
3
Strongly Agree > 88 01>62> 2817>
Agree 8 87 01062> 21B47>
#eutral 4 2 11>62> 4112>
Di!agree 2 8 >1062> 2012>
Strongly Di!agree 1 4 101>62> 411687>
Total 522 5B/C53@ C3/B@
Table$>2 Mean "alue of Luestion$;/
Standard De"iation C3/B@%522=2/C3B@
114
C+= 92/C3B@%?/3@:O522=5D/?B2@D
Analysis$ 9rom t$e !tati!tical met$o" analy!i! 5e i"entiy t$e la&or o (oca (ola an"
.ep!i (ola i! -ualiie" or not1 2o "etermine it 5e u!e i&e point liker !cale! an" take
re!pon!e! rom $un"re" con!umer!1 Among o t$em t5o con!umer! "o not pro&i"e any
re!pon!e1 2$i! !cale $a! i&e point! an" t$e con!umer! re-uency rate !$o5! t$at mo!t o
t$e people agree a+out t$e la&or o t$eir +ran"! are -ualiy1 Ae in" t$e mean &alue o
t$e re!earc$ t$e mat$ematical calculation1 2o u!e t$e re-uency rate 5e can al!o get t$e
mat$ematical &alue o Stan"ar" De&iation1 Ae can get t$e (oeicient o ?ariation to u!e
t$e Mean &alue an" Stan"ar" De&iation ?alue1 Ater in" all o t$e "ata 5e can "ra5 a
conclu!ion t$at con!umer! are !trongly agree t$at t$eir la&or .ep!i (ola an" (oca (ola i!
-ualiie" an" it can meet t$e con!umer=! t$un"er o !ati!action1
State!ent$;i Consu!ers opinion to !ake the cola tastier/
Chart$D Custo!er Opinion to add the ingredients in the Cola
Analysis$ 7ere 5e !ur&ey among t$e con!umer! to take t$eir opinion a+out t$e ta!te o
cola an" t$ey opinion! u! rankly 5$ic$ ingre"ient! (oca (ola an" .ep!i (ola (ompany
nee"! to a"" to increa!e t$e ta!te o t$eir +ran"!1 En t$e +a!i! o con!umer! opinion 5e
$a&e oun" t$i! "ata1 Ae collect t$e "ata rom $un"re" re!pon"e" an" e&ery one pro&i"e
118
(on!umer! opinion! t$at i t$e cola company a"" t$e ollo5ing ingre"ient!*
,eine" Sugar*17O3 (aeine*28O3 9la&or* >8O
It 5oul" make t$e cola !a&or Fta!tier1
an!5er1 Ater collect t$e "ata 5e analy!i! it an" !$o5! it t$roug$ !tacke" column c$at1 In
t$i! c$at ?ertical*a6i! !$o5! t$e Ingre"ient! o (ola an" 7ori;ontal*a6i! !$o5! t$e
(on!umer Epinion! a+out t$e cola1 2$i! type !ur&ey re!earc$ $elp! u! to get t$e acti&e
con!umer! o (SD in"u!try in market1 9rom t$e !ur&ey "ata 5e can "etermine t$at a+out
17O o con!umer! are &ote" or to a"" reine" !ugar3 a+out 28O o con!umer! are
pre!cri+e" to a"" caeine an" a+out >8O o con!umer! are opine" to a"" la&or to make
t$eir +ran" !tronger1 2$roug$ t$i! re!earc$ 5e can "etermine t$at to make t$eir +ran"!
more preera+le an" !trong .ep!i (ola an" (oca (ola (ompany !$oul" go 5it$ t$e
con!umer=! "eci!ion!1
State!ent$;ii Consu!ers suggestion to !ake the cola a"ailable at the door/
Chart$52 &ro!otional Acti"ities to !ake the Cola A"ailable/
Analysis$ 7ere 5e !ur&ey among t$e con!umer! 5$ic$ i! $elp u! to "etermine a+out t$e
promotional acti&itie! o companie! to make t$eir pro"uct! a&aila+le in t$e market1
(on!umer! pro&i"e t$eir opinion 5illingly 5$ic$ type o promotional acti&itie! (oca
(ola an" .ep!i (ola (ompany nee"! to take to reac$ t$eir +ran"! at t$e remote corner o
t$e country1 En t$e +a!i! o con!umer! opinion 5e $a&e oun" t$i! "ata1 Ae collect t$e
11>
(on!umer! e!timate! t$at i t$e cola company un"ertake t$e ollo5ing action! P
More A"&erti!ing* 44O
Strong Di!tri+ution ($annel* 67O
It 5oul" make t$e cola a&aila+le to t$e market1
"ata rom $un"re" re!pon"e" an" e&ery one pro&i"e an!5er1 Ater collect t$e "ata 5e
analy!i! it an" !$o5! it t$roug$ !tacke" column c$at1 In t$i! c$at ?ertical*a6i! !$o5! t$e
.romotional acti&itie! nee" to take +y t$e cola companie! /(oca (ola an" .ep!i (ola
(ompany0 an" 7ori;ontal*a6i! !$o5! t$e percentage o (on!umer Epinion! 5$at type!
o promotional acti&itie! companie! nee" to make t$eir "e!ire +ran"! a&aila+le in t$e
market1 2$i! type !ur&ey re!earc$ $elp! u! to get t$e acti&e con!umer! o (SD in"u!try in
market1 9rom t$e !ur&ey "ata 5e can "etermine t$at a+out 44O o con!umer! are &ote"
or more a"&erti!ing campaign an" a+out 67O o con!umer! are pre!cri+e" or making
t$e "i!tri+utional c$annel !trong to reac$ t$eir +ran"! at t$e remote part! o our country1 1
2$roug$ t$i! re!earc$ 5e can inally reac$ conclu!ion! t$at "etermine t$at .ep!i (ola an"
(oca (ola (ompany !$oul" nee" to take e6ten!i&e promotional acti&itie! to make t$eir
+ran" acce!!i+le an" a&aila+le at e&ery part o Bangla"e!$1
?/> (ypothesis Testing
(ypothesis5
At B>O coni"ence le&el
70: (oca (ola an" .ep!i (ola !elect t$eir target market an" market !egmentation +a!e"
on t$e market re!earc$1
71: (oca (ola an" .ep!i (ola "o not u!e market re!earc$ to !elect t$eir target market an"
market !egment1
Table $52 #orking hypothesis one
!ge 5i,it Percentage of Consu,er
Belo$ %& 10
%%-%' 20
%(-)& 24
)%-)' 18
)(-*' 18
*(-+' 11
+' and above 08
116
TOTA. 522
Table$>5 (ypothesis testing one
SourceGSur&ey "ata
2$roug$ t$e I*te!t proce!! 5e !elect one $un"re" re!pon"! or our target
marketFre!pon"ent! an" +a!e" on t$eir "eci!ion 5e collect t$e "ata1 Ater analy!i! t$e
-ue!tionnaire 5e in" t$at (oca (ola an" .ep!i (ola !elect t$eir target market an" market
!egmentation +a!e" on t$e market re!earc$1
(ypothesis3
At B>O coni"ence le&el
70: Analy!i! t$e marketing mi6 o (oca (ola an" .ep!i (ola to "e!ign t$eir marketing
!trategie!1
71: Do not analy!i! t$e marketing mi6 o (oca (ola an" .ep!i (ola to "e!ign t$eir
marketing !trategie!1
9rom t$e analy!i! o t$e igure*2 t$roug$ I*te!t proce!!3 5e re"e!ign t$e marketing mi6
o (oca (ola an" .ep!i (ola (ompany an" inno&ate! B=p! to "e!ign t$eir marketing mi61
2$roug$ t$e u!e o B=p! 5e "i!cu!! e&ery particular part o t$eir acti&itie! 5$ic$ i! &ery
$elpul to create "i!tinct po!ition in t$e market1 2$roug$ t$e -ue!tionnaire 5e $a&e got
$un"re" con!umer! re!pon!e an" 5$ic$ $elp to take &ariou! "eci!ion! a+out market
relate"1
(ypothesis>
At B>O coni"ence le&el
70: Analy!i! t$e +ran"! o (oca (ola an" .ep!i (ola (ompany1
71: Do not analy!i! t$e +ran"! o (oca (ola an" .ep!i (ola (ompany1
2o te!t t$e $ypot$e!i! 5e $a&e to look up t$e ta+le*43 5$ic$ pro&i"e u! enoug$ i"ea a+out
t$e &ariou! +ran"! o (oca (ola an" .ep!i (ola (ompany1 All o t$e +ran"! are &ery
muc$ popular in t$e market1 2$roug$ t$e I*te!t proce!! o t$e re!earc$ -ue!tionnaire3 i
117
5e "eeply analy!i! t$e -ue!tion no*i L iii 5e $a&e oun" t$at3 mo!t o t$e con!umer!
preer .ep!i (ola a! t$eir a&ora+le +ran" an" t$ey are !trongly like it t$an any ot$er
+ran"! !pecially t$eir clo!et competitor t$e (oca (ola (ompany1
(ypothesis?
At B>O coni"ence le&el
70: Analy!i! t$e market tren"!3 current market con!umption rate an" market !$are o
(oca (ola an" .ep!i (ola1
71: Do not analy!i! t$e market tren"!3 current market con!umption rate an" market !$are
o (oca (ola an" .ep!i (ola1
2$roug$ t$e analy!i! o re!earc$ -ue!tion /I te!t proce!!03 5e $a&e get t$e e6pre!!ion o
$un"re" con!umer!1 I 5e analy!i! t$e c$art*i3 ii L i&3 5e $a&e oun" t$at t$e
con!umption rate3 market !$are an" t$e grap$ o market tren"! (oca (ola an" .ep!i (ola
+ecome increa!e gra"ually1 2$i! re!ult +ring! po!iti&e !ign a+out t$eir marketing policy
an" !trategy1
(ypothesis@
At B>O coni"ence le&el
70: Analy!i! t$e ($annel o Di!tri+ution o (oca (ola an" .ep!i (ola1
71: Do not analy!i! t$e ($annel o Di!tri+ution o (oca (ola an" .ep!i (ola1
9rom t$e proce"ure o I*te!t met$o" i 5e analy!i! t$e N$;ii/ t$en 5e $a&e oun" t$at3 it
!$o5! t$e promotional acti&itie! an" a&aila+ility o cola near our retail !tore1 7ere
con!umer! &ote! 44O or a"&erti!ing acti&itie! an" 67O con!umer=! &ote! or making t$e
"i!tri+ution c$annel !tronger1 I 5e analy!i! t$e c$apter*43 igure* > to 1> !$o5! t$e
c$annel o "i!tri+ution proce"ure o (oca (ola an" .ep!i (ola (ompany in Bangla"e!$1
118
11B
($apter*>
9in"ing! L ,ecommen"ation!
Chapter$@
<indings F Reco!!endation
@/5 <indings of the study
2$roug$ t$e re!earc$ report 5e $a&e trace" !ome in"ing! 5$ic$ are gi&en +elo5
c$ronologically*
<inding in Marketing Mi;
&roduct
2$e pro"uct line o (oca (ola an" .ep!i i! enric$e" +ut not enoug$ accor"ing to t$e
market "eman" o Bangla"e!$1 Becau!e t$e local +e&erage companie! a"" energy "rink!3
&ariou! type o ruit "rink! an" "rinking mineral 5ater at t$eir pro"uct line1 So t$ey
capture t$e large num+er o market !$are gra"ually1
2$i! re!earc$ !$o5! t$at t$e ta!te an" la&or o .ep!i (ola i! more popular t$an (oca
(ola among t$e con!umer! !o it i! alarming ne5! or (oca (ola (ompany1 En t$e ot$er
$an" t$e local +ran" MEJE /Aki< Be&erage an" 9oo" In"u!try0 i! al!o popular or it!
ta!te3 la&or t$an any ot$er !ot "rink! in Bangla"e!$1 Some +acteria an" germ! in" in
&ariou! +ran"! in car+onate" !ot "rink! in local +ran"1 (oca (ola an" .ep!i take t$i!
opportunity an" make t$eir pro"uct! more $ygienic or t$e pu+lic $ealt$1
&rice
120
2$e pricing policy i! not !trictly ollo5e" +y all retailer! 5$ic$ i! !et +y t$e companie! to
!ale t$eir pro"uct!1 A! a re!ult con!umer! are conu!ing a+out t$e price o +ot$ cola
relate" pro"uct! at "ierent retail !tore!1 Be!i"e! t$e pet +ottle o !ome o t$e local
+ran"! are relati&ely c$eaper1
&lace
2$e "i!tri+ution !trategy o +ot$ companie! i! &ery !tan"ar" like ot$er countrie! +ut
recently t$ey can not maintain t$eir !tan"ar" "i!tri+ution !y!tem an" many 5e can not get
t$eir pro"uct! in many remote corner in our countrie! a! 5ell a! 5e can not purc$a!e t$eir
pro"uct! in many retail !tore! o &ariou! important part o our country1
En t$e ot$er $an"3 t$e "i!tri+ution c$annel o local +ran" i! &ery tran!parent an" it i!
ea!ily acce!!i+le rom "ierent part o our country1
&ro!otion
.romotion! play an important role to make t$e pro"uct amiliar to5ar"! t$e cu!tomer!1 A!
a +ran" (oca*(ola $a! t$e Jtop o t$e min"K a5arene!! in t$e min" o t$e con!umer!3
t$ere 5a! not a !ingle a"&erti!ement aire" in 2? or printe" in me"ia +y (oca*(ola1 A! a
re!ult t$ey are loo!ing t$eir po!ition an" ne5 comer! are capturing t$e market1 It i! not
e&en cola market no5N it $a! con&erte" to lemon "rink! market1 MEJE3 (elemon3 9i;;
%p ,( lemon3 Lemu3 Mountain De5 +ecame &ery amou! +ran"! 5it$in e5 mont$! o
launc$ing1 Bu!ine!!men !ee goo" opportunitie! in !ot "rink! market1 @&en in ca!e o
"i!tri+ution3 .ep!i i! muc$ a$ea" o111 en!ure t$at t$e ta!te o t$e (oca*(ola1
Celebrity Ad"ertising in Soft drinks Industry in Bangladesh
Coca Cola &epsi Cola MO1O *RO Cola <IQQ*& Chezar Cola
Saki+ Al
7a!!an
?ariou!
Mo"el
,ia; Mau; A$me" 9er"ou!
Ma!rai Bin
Mortu;a
Sra+onti 2arin
Table$>3 Celebrity Ad"ertising of Soft Drink in Bangladesh
&olitics
121
De5 to t$e political in!ta+ility many ne5 oreign an" local in&e!tor! "o not 5ant to in&e!t
an" e6i!ting in&e!tor! are a"ing up an" 5ant to pull out t$eir in&e!tment1 It can create
long term aect in our economy in uture1
@/3 Conclusion
In t$e en" o our report a+out .ep!i an" (oca (ola 5e can !ee t$at3 .ep!i L (oca (ola
$a&e +een !ucce!!ul in generating proit! in t$i! e6tremely ri&alrie! in"u!try1 A$at t$e
companie! !$oul" "o no5 i! employ a !trategy t$at no5 only a""re!!e! it! o5n
"eiciencie! in an eort to gro5 market !$are3 +ut one t$at 5ill increa!e t$e o&erall !i;e o
t$e pie1 2$i! !trategy3 in t$e en"3 5ill allo5 .ep!i L (oca (ola to gro5 an" !u!tain
a+o&e*a&erage return! an" ac$ie&e $ig$e!t market tren"!1 Increa!e" "eman"3 economic
"e&elopment an" c$ange" lie !tyle $a&e re!ulte" in a great increa!e in t$e c$ange t$e
people! min" an" t$eir "eman" or +uying +e$a&ior1 .ep!i an" (oca (ola con!umption i!
!till al!o increa!ing "ay +y "ay1 El" Bran" an" ne5 pro"uct! o .ep!i an" (oke increa!e
all o&er t$e 5orl"1 Stati!tic! !$o5 t$at ma<ority o t$e people u!ually preer .ep!i pro"uct
more t$an ne5 +ran"e" pro"uct e&en it c$arge lo5 price t$an (oca (ola +ran"!1 In
Bangla"e!$3 population gro5t$ $a! +een !een a! a ma<or actor3 +ut no one look! at t$e
gro5t$ o "rinking i! al!o increa!ing3 5$ic$ $a! increa!e" tremen"ou!ly o&er t$e la!t
t$irty year!1 ,ea!on! are increa!e" +uying +e$a&ior to5ar"! t$e +ran"e" pro"uct like
.ep!i an" (oke1 Increa!e" tra"e3 commerce an" e6port $a&e al!o create" a""itional
"eman" or &ariou! type! o !ot "rink pro"uct .ep!i an" (oke i! one o t$em1 En top o
t$at3 t$e lie !tyle o t$e Bangla"e!$i people particularly t$e mi""le cla!! an" elite in t$e
ur+an area! $a&e +een c$anging &ery a!t an" impro&ing3 5$ic$ $a! re!ulte" in greater
mo&ement! an" greater u!e o +ran"e" pro"uct in t$e country1 So .ep!i an" (oke can
make our culture to a ne5 c$ange1
@/> Reco!!endations
Reco!!endation to Coca Cola
&roduct Ater t$e analy!i! o coca cola3 5e can a!!ume t$at t$e A+"ul Monem Limite"
$a! to "o more a"&erti!ement or capturing t$e market3 gi&e more promotional oer! to
t$e target market3 make a !trong "i!tri+ution c$annel3 an" c$ange t$eir la+el an" t$eir
packaging1
122
@nric$ pro"uct line to a"" more an" more +ran"! /@nergy Drink!3 9ruit Juice3 an" Drink!
Aater3 Lemon Line So"a etc0 to attract more con!umer! an" keep t$e pro"uct +acteria an"
germ! ree1 Make t$eir pro"uct more -ualiy t$an t$eir competitor!1
&rice .ricing i! t$e important actor1 (oca (ola nee" to "ecrea!e t$eir pro"uct! price to
compete an" e6i!t in t$e market1
&lace (oca (ola nee" to make it! "i!tri+ution c$annel more !trong an" a&aila+le to all
corner o Bangla"e!$1
&ro!otion (oca (ola nee"! to take ma!!i&e promotional !trategy to regain it! reputation
in t$e market1
&olitics 2$roug$ t$e political !ituation o t$i! country i! not !o goo" enoug$ !o to
operate t$eir operation in Bangla"e!$ it i! nee"e" to a"<u!t t$e !ituation1
Reco!!endation to &epsi
&roduct Ater t$e analy!i! o .ep!i3 5e can a!!ume t$at t$e 2ran!com Bangla"e!$
Limite" $a! to "o more a"&erti!ement3 gi&e more promotional oer3 an" c$ange t$eir
packaging t$en no5 t$ey "o1
&rice .ep!i (ola nee" to maintain t$eir current pricing policy to ig$t in t$e market1
&lace .ep!i "i!tri+ution c$annel i! +etter t$an (oke +ut it nee" to keep up it! "i!tri+ution
c$annel an" "e&elop more1
&ro!otion #o5 "ay! .ep!i i! more amiliar in market rat$er t$an (oke an" it nee"! to
pre!er&e t$i! tren"!1
&olitics .ep!i (ola i! 5orl" 5i"e amou! +ran" an" nee" to a"opt t$e a"&er!e political
!ituation to continue t$eir acti&itie!1
124
Bibliography
11 Mal$otra1#1'13 !ar2eting 1esearch-n applied 3rientationK /200603 8
t$
@"ition3
#e5 Del$i3 .rentice P7all .&t1Lt"1
21 'otler .$ilip3 Arm!trong :ray3 J-rinciple of !ar2eting, /200803 11
t$
@"ition3
#e5 Del$i3 A!oke '1 :$o!$ .rentice *7all .&t1Lt"1
41 'otler .$ilip3 'eller Lane 'e&in3 J!ar2eting !anagement, /201003 12
t$
@"ition3
#e5 Del$i3 A!oke '1 :$o!$ .rentice *7all .&t1Lt"1
81 'eller Lane 'e&in3 JStrategic Brand !anagement, /200803 7
t$
@"ition3 #e5
Del$i3 A!oke '1 :$o!$ .rentice *7all .&t1Lt"1
>1 Belc$ @1 :eorge3 Belc$ A1 Mic$ael3 Jdvertising and Sales -romotion,/200703
7
t$
@"ition3 #e5 Del$i3.rentice P7all .&t1Lt"1
61 Solomon ,1 Mic$ael3 JConsumer Behavior, /200803 6
t$
@"ition3 Del$i3 Ba+a
Bark$a #at$ .rinter!1
71 Lo&elock ($ri!top$er3 JServices !ar2eting3 /200103 8
t$
@"ition3 Del$i3 Ba+a
Bark$a #at$ .rinter!1
Eebsites that #e search
11 $ttp:FF5551pep!i1com
128
21 $ttp:FF5551pep!ico1comF5e+Zpage!Fre!ourceFcorpZ!tructurepc1$tml
41 $ttp:FF5551green&illepep!i1comFrame!2Fcale+1$tm
81 $ttp:FF5551pep!ico1comF5e+Zpage!Fre!ourceFmi!!ionZ!tate1$tml
>1 $ttp:FFcac1p!u1e"uF[!lp1Fpep!i11$tml
61 $ttp:FF5551pep!ico1comF5e+Zpage!Fmi"yearZ$l1$tml
71 $ttp:FF5551pep!ico1comF5e+Zpage!Frelea!e0>41B61$tml
81 $ttp:FF5551pep!ico1comF5e+Zpage!F1BB6F!tockino1$tml
B1 $ttp:FF+i;1ya$oo1comFpFpFpep1$tml
101 $ttp:FF55521mo!tne5york1comFmo!tFarc$i&eFB7Z04F0420B7FmetroZ!pF160681$ta
111 $ttp:FF5551pep!ico1comF5e+Zpage!Frelea!e!Fpcne5!>1$tml
121 $ttp:FF5551pat$in"er1comF\\\'>.k5MABe-1mia7FortuneF1BB7FB70404F!t1$
tml
141 $ttp:FF5551cocacola1com
181 $ttp:FF5551google1com
1>1 $ttp:FF55515ikipe"ia1com
161 $ttp:FF5551!cri+"1comF"ocument!
171 $ttp:FF5551an!5er1com
181 $ttp:FF5551ama;on1com
12>
Appendices
Nuestionnaire
9'/B The infor!ation #ill be used only for the purpose of Research /It #ill not be
disclosed to any body4 #hich !ay cause incon"enience to the respondent:
Section A
10 #ame :
20 @"ucational -ualiication :
40 .re!ent a""re!! :
>0 Eccupation :
60 Age :
70 Mo+ile no :
80 @mail i" :
Section B
i1 A$at type! o (ola you $a&e like" mo!tY
11 (oca*(ola 21 .ep!i*(ola 41 MEJE 81 ,( (ola >1 ?irgin
ii1 A$ic$ +e$a&ior aect your "eci!ion to c$oice your +ran" preerenceY
11 2a!te 21 9la&or 41 .rice 81 .ackaging >1 Smell
iii1 Aill you like t$e pro"uct or notY
126
11 Strongly Di!like 21 Di!like 41 #eutral 81 Like >1 Strongly Like
i&1 7o5 many time! you "rink in a mont$Y
11 ?ery Inre-uently 21 Inre-uently 41 #eutral 81 9re-uently >1 ?ery 9re-uently
&1 Are you !ati!ie" a+out t$e ta!te o your (olaY
11 Me! 21 #o
&i1 I you are not a&ail your "e!ire cola "o you purc$a!e anot$erY
11 Me! 21 #o
&ii1 A$ic$ attri+ute "o you like mo!t in your "e!ire pro"uctY
11 2a!te 21 9la&or 41 Smell 81 .ack >1 S$ape
&iii1 Are you !ati!ie" a+out t$e price o your pro"uctY
11 Me! 21 #o
i61 Do you agree t$at t$e ta!te o your +ran"e" (ola i! -ualiie"Y
11 Strongly Di!agree 21 Di!agree 41 #eutral 81 Agree >1 Strongly Agree
61 Do you agree t$at t$e la&or o your +ran"e" (ola i! -ualiie"Y
11 Strongly Di!agree 21 Di!agree 41 #eutral 81 Agree >1 Strongly Agree
6i1 A$at i! your opinion to make your cola ta!tierY
6ii1 A$at i! your !ugge!tion to make your cola a&aila+le at your "oorY
127
128