Synopsis on

Marketing Strategy of Coco-Cola

BY

BHARATH KUMAR.M
USN: 1MV13MBA10

Prepared under the guidance of

Internal guide

Mr. JOEL GNANAPRAGASH

Professor
Department of Management Studies

Sir M Visvesvaraya Institute of Technology,

Hunasamaranahalli, International Airport Road, Bangalore-562 157

Student Signature

Internal Guide Signature

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Introduction
Soft drink boon in India was attributed to the legacy of Coca Cola. which was there
in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta.
Limca, Sprite Vanilla Coke, etc.) hold a 62% market share that appears to bear
concentrated rush to beg a big share in the soft drink market.
Various national & multinational firms are engaged in soft drink market due to
increase in its demand day by day. As far as INDIA soft drink market is concerned
there are major companys engaged having a big completion to capture the soft
drink market are namely Coca-Cola & Pepsi. While Campa Cola & many local
colas still notice in the Indian Market.
Pepsi Cola attacked Coca-Cola before World War II. Coca Cola dominated the
American soft drink industry, Pepsi cola was a drink less to manufactures & with a
less satisfactory taste then Coke. Where as Coca-Cola major selling point was
more drink for the same price and Pepsi emphasized on advertising.
During World War II Pepsi & Coke both enjoyed increased sale. After the war
Pepsi sale was started to fall relatively to Coke, resulting the Coca-Cola had
starting to click the
At that point Alfred.N.Steeler came to the presidency of Pepsi cola with a great
reputation for merchandising. He and his staff recognized that the main hope lay
transforming Pepsi from a cheap imitator of Coke into a class on soft drink
manufacturer.
By 1955 all Pepsis major weakness had been overcome, resulting sales had
Climbed substantially. These actions from 1955 to 1960 led to a considerable sales
growth for Pepsi.
In India another company engaged in soft drink market is Coca-Cola. It is one of
the most widely known, accepted and admired trademarks of the world. Coca
Cola was their in India till 1977, when the Indian Government banned it due to
strong resentment against multinational companys Coca-Cola was re-launched
again in India in September 1993 at HATHRAS near Agra. The India people

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welcomed the comeback of their most loved Cola in the country with great
enthusiasm and vigor.

Coca-Cola marked its re-launching with acquiring five Parley drinks viz. Thumps
Up, Gold Spot, Limca, Citra, Maaza, Soda.

Soft drink industry is one of the fastest growing industries in India The basic
idea behind the rapid growth of this industry is due to following reasons:

1. The great corporate war between Coke & Pepsi, who left no stone
unturned, for monopolizing the India Soft Drink market.

2. The basic ideology of these two giants is to promote soft drinks as a food
item in India hold.

3. The long hot summers in India have increased the consumption of soft
drinks.

Problem Identification
The non-alcoholic carbonated or non-carbonated drinks have reached the mature market; Coca-Cola Co.
has to develop strategies in order to remain in the strong competitive market,

Need and Significance

Coca-Cola Company had difficult challenges in India which was not treated similarly to the
local businesses Coca-Cola faults and wrong doings are documented and approved. which
Obliged the company to react according to international norms and business ethics. CocaColas values call for a leadership that have the courage to shape a better future and an
integrity to be real (Our Company, 2009). Coca-Cola Company had a leadership
]

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challenge when one of its employees filed a suit accusing Coca-Cola of inflating burger
Kings study in 2002 (Polk, 2008).The results of the study were exaggerated to show higher
profits from soft drink test. Coca-Cola fired several executives and paid $21 million toBurger
King(Polk, 2008). Coca-Cola Company had situations in India that clearly contradict with its
mission and values. These situations require the right leadership to acknowledge then
responsibly act to correct the wrongdoings and set up measures to prevent its reoccurrence.
The study will produce a set of recommendations to achieve the above requirement and
recommend that Coca-Cola either pay to remedy the damages or recuperate the harm done in
India.

Committed customers would forgive the seller if the mistakes or harm are minor but the same
committed customers would be increasingly dissatisfied if the level of perceived wrongdoing
increases (lngram, Skinner, & Taylor, 2005). Regular customer would not tolerate
wrongdoing and will not forgive the sellers for mistakes although they committed with the
good intention. Customers may retaliate by boycotting the seller or organize an offensive
campaign to state their objection (Baxter, 2007). One of the best customer disobedience
examples started in the 1960s like dolphin killing by tuna fisherman, unethical treatment of
animals and the anti-fur campaigns (Baxter, 2007). Most of these campaigns are still holding
strong and have large and effective base of supporters. Ingram Skinner and Taylor (2005)
recommend that sellers like Coca-Cola should have a contingency plan in case unintentional
wrongdoing take place to recover from the impact of the situation.

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Literature review

Marketing Plan:Coca-Colain2Ol5
By-Matt Cud

Purpose:
In brief the purpose is to market a new innovative beverage packaging for CocaCola. The packaging has been designed around the brief consider the creation of a
new concept form of beverage packaging container for 2015. Today, Coca-Cola is
an internationally recognized soft drinks company with ambitious plans to further
grow the brand. The company owns the majority of the soft drinks available in
coolers and in vending machines in the western world. Some of these brands
include, Coca-Cola and sub brands, Dr Pepper, Fanta Sprite, Oasis and
PowerAde. A full list of Coca-Colas affiliated brands can be found on their
corporate website.
The 2005 Annual Report states the company sell beverage products in more than
312 countries or territories. The international presence of Coca-Cola is
phenomenal and its logo, advertising and colours are among the most recognized in
the world.

Conclusion
The marketing strategy for Coca-Colas new product will come into place in 2015,
based on trends emerging now this plan has identified the carbonated drinks
market has probably peeked and likely to be overtaken by healthier drinks as the
market leader in the soft drinks market.

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Researching Coca-Colas product range has identified the Diet Coke range as the most likely,
with marketing pull to still succeed in the future. The diet coke range has contats health
concerns which are found in the Coca-Cola flagship product.
Coca-Cola is all about buying into a lifestyle, and the new lifestyle in 2015 will
much more health conscious. In this report I have shown reason for Coke to tie
themselves up with sports sponsorship to promote a brand image of health and
fitness.
The new beverage vessel is refillable in the hope of reducing pressure on landfill
and showing coke as being a global and socially responsible company. The
beverage container is styled to appear an essential for an active, fit lifestyle.

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Objectives of study

To study the promotional policies of the beverage companies on the outlets lying at various highways.

To study the market share of beverages companies on outlets at various highways.

Hypothesis
1. Coca cola is adopting significantly more aggressive marketing policies than
other beverages companies.
2. Visibility of various softdrinks at outlets lying at various highways suggests
that coca cola is the leader in terms of market share.

Research methodology
RESEARCH DESIGN:
Descriptive and expolatory.

Sampling technique:
I will design a relevant survey sheet which will be filled on the outlet.

Sample size:
I will cover approximately 100 outlets.

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Data collection:
Primary data :

primary data collect through Newspaper, Magazines T.V., Internet.

Secondary Data:

I will collect the secondary data through questionnaire.

Organisation of study:
Coca-Cola Enterprises Inc. (CCE) is the worlds largest marketer, distributor and producer of
Products manufactured by The Coca-Cola Company. In 2006, CCE achieved total revenue of
$19.8 billion, distributing 42 billion bottles and cans. 19 percent of The Coca-Cola
Companys volume worldwide. Operating in 46 states, Canada and portions of Europe, CCE
employs 74,000 people who operate 444 facilities, 55,000 vehicles and 2.4 million vending
Machines, beverage dispensers and coolers.

Biblography:
I used the websites:
1. www.google.com
2. Wikipedia

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