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This project report is on the MARKETING STRATEGY OF COCA-COLA. Theories can be read but the perform it in the real life is different experience will together. Management courses are designed to produce future managers and unless you have practical knowledge the theoretical knowledge is not implicated. Hence this project is to give us the practical way of knowing how market behaves and reacts. This is also in part fulfillment of BBA Degree.


IV th Semester

Preparing a project of this nature is an arduous task and I was fortunate enough to get support from a large number of persons I wish to express my deep sense of gratitude to all those who generously helped in successful completion of this report by sharing their invaluable time and knowledge. It is my proud and privilege to express my deep regards to respected Principal Sir Dr. J.P.N. Pandey, Head of Department Dr Anand Tiwari, Mrs. Shikha Urmil Khan and Mr. Shailendra Patel Department of Business Management , Govt. Autonomous Girls P.G. College of Excellence, Sagar, for allowing me to undertake this project. I feel extremely exhilarated to have completed this project under the able and inspiring guidance of Mrs. Shikha Urmil Khan . She rendered me all possible help and guidance while reviewing the manuscript in finalising the report. I also extend my deep regards to my teachers, family members, friends and all those whose encouragement has infused courage in me to complete the work successfully.


IV th Semester


I declare that the project report titledMARKETING STRATEGY OF COCA-COLA. to prepare the marketing strategy and Advertisement is my own work conducted under the supervision of Mrs. Shikha Urmil Khan, Department of Business Management Govt. Girls P.G. College of Excellent, Sagar. To the best of my knowledge the report does not contain any work which has been submitted for the award of any degree, anywhere.


IV th Semester


The Project report titled " MARKETING STRATEGY OF COCA-

COLA"has been prepared the marketing strategy and advertisement by Miss. NEHA PANDEY student of B.B.A. IV

Semester under the

guidance and supervision of Mrs.Shikha urmil khan for the fulfillment of the Degree of B.B.A.

Signature of the Supervisor

Signature of the Head of the Department

Signature of the Examiner

Coca Cola came back to India after 16 years when it was

launched on October 24, 1993, atAgra. The Godrej group, Great Eastern Shipping and the Britannia Industries Ltd, ledbyRajanPillai, initially wooed Coca-Cola. In March 1991, it signed an MOU with BIL andthChandrasekhar government accepted this proposal. But relationship between the twocompanies turned sour over the exportoriented clause and finally on June 23, 1993, Coca-Cola got the permission to enter the country with a 100 per cent unit in India. OnSeptember 22, 1993, the company bought out the Parle brands. The Coca-Cola Company is an American multinational beverage corporation and manufacturer, retailer and marketer of non-alcoholic beverage concentrates and syrups. The company is best known for its flagship product Coca-Cola, invented in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day.The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory. The Coca-Cola Company owns its anchor bottler in NorthAmerica,Coca-Cola Refreshments. The Coca-Cola Company is headquartered in Atlanta, Georgia, United States. Its stock is listed on the

NYSE and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell 1000 Growth Stock Index. Its current chairman and chief executive is Muhtar Kent. The company has a long history of acquisitions. Coca-Cola acquired Minute Maid in 1960 the Indian cola brand Thums Up in 1993 and Barq's in 1995 In 2001, it acquired the Odwalla brand of fruit juices, smoothies and bars for $181 million. In 2007, it acquired Fuze Beverage from founder Lance Collins and Castanea Partners for an estimated $250 million The company's 2009 bid to buy a Chinese juice maker ended when China rejected its $4.2 billion bid for the Huiyuan Juice Group on the grounds that it would be a virtual monopoly. Nationalism was also thought to be a reason for aborting the deal In 1982 Coca-Cola made its only non-beverage acquisition, when it purchased Columbia Pictures for $692 million. It sold the movie studio to Sony for $1.5 billion in 1989. After Dr. MartinLuther King, Jr. won the 1964 Nobel Peace Prize, plans for an interracial celebration in stillsegregated Atlanta were not initially well supported by the city's business elite until Coca-Cola intervened. J. Paul Austin, the chairman and CEO of Coca-Cola, and Mayor Ivan Allen summoned key Atlanta business leaders to the Commerce Club's eighteenth floor dining room, where Austin told them flatly, 'It is embarrassing for Coca-Cola to be located in a city that refuses to honor its Nobel Prize winner. We are an international business. The Coca-Cola Co. does not need Atlanta. You all need to decide whether

Atlanta needs the Coca-Cola Co.' Within two hours of the end of that meeting, every ticket to the dinner was sold. The Coca-Cola Company's Minute Maid group North America offices in Sugar Land Town Square, Sugar Land, Texas, United States.According to the 2005 Annual Report, the company sells beverage products in more than 200 countries. The report further states that of the more than 50 billion beverage servings of all types consumed worldwide every day, beverages bearing the trademarks owned by or licensed to Coca-Cola account for approximately 1.5 billion (the latest figure in 2010 shows that now they serve 1.6 billion drinks every day). Of these, beverages bearing the trademark "Coca-Cola" or "Coke" accounted for approximately 78% of the company's total gallon sales.


Coca-Cola, started out as an insignificant one-man business and over the last one hundredand ten years has grown into one of the largest companies in the world. Dr. JohnPemberton, an Atlanta pharmacist,

invented Coca-Cola. He concocted the formula in athreelegged brass kettle in his backyard on May 8, 1886. He mixed a combination of lime,cinnamon, coca leaves, and the seeds of a Brazilian shrub to make the fabulous beverage.Coca-Cola debuted in Atlanta's largest pharmacy, Jacob's Pharmacy, as a five-cent non-carbonated beverage. Later on, the carbonated water was added to the syrup to make thebeverage that we know today as Coca-Cola.In the mid-1970, more than half Coca-Colasold was outside of the U.S. Coca-Cola products outsell closest competitor by more thantwo to one. One in every two cola and one in every three soft drinks is a Coca-Colaproduct. The bestknown trademark in the world is sold in about one hundred and fortycountries to 5.8 billion people in eighty different languages. This is why Coca-Cola is thelargest soft drink company in the world. For more than 65 years, Coca-Cola has been a sponsor of the Olympics.Advertisements for Coca Cola started on the radio in the 1930sand on the television in 1950. Currently Coca-Cola is advertised on over five hundred TVchannels around the world. For more than a century, Coke has consistently delivered the simple promise of Coca-Cola. This has enabled Coke to sustain a long track record of growth. Amidst all the yearsof success, the most pivotal moments in Cokes history came when they had to changetheir business dramatically. They had to do this to meet new challenges of the evolvingworld. But each time, Cokes predecessors sustained growth momentum because of threeconsistent

factors:The Company remained focus on the basic promise of Coca-Cola, which has not onlyendured, but also indeed carried Coke. Coca-Cola has been Cokes consistent themethroughout the 115-year history.Working with strong ideals, always striving to behave in ways consistent with the branditself.Cokes leaders had the vision, foresight and the courage to innovate and adapt themechanics of business to be enabled to thrive within the business conditions of eachparticular.The company left India in 1977 after the newly elected Janaty Party Government came topower at the Centre for the first time. They asked the company to divest 60 % of itsbusiness and divulge its secret Coca-Cola formula. Coke preferred to quit rather than diluteits equity to 40 per cent in compliance with the provisions of FERA. Born in the Carolinas in 1898, Cola has a long and rich history. The drink is theinvention of Caleb Bradham (left), a pharmacist and drugstore owner in New Bern, NorthCarolina.The summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So ayoung.pharmacist named Caleb Bradham began experimenting with combinations of spices, juices, and syrups trying to create a refreshing new drink to serve his customers. Hesucceeded beyond all expectations because he invented the beverage known around theworld as Cola.Caleb Bradham knew that to keep people returning to his pharmacy, he would have to turnit into a gathering place. He did so by concocting his own special beverage, a soft drink.His creation, a unique

mixture of kola nut extract, vanilla and rareoils, became so popularhis customers named it "Brad's Drink." Caleb decided to rename it "Cola," andadvertised his new soft drink. People responded, and sales of Cola started to grow,convincing him that he should form a company to market the new beverage.In 1902, he launched the Cola Company in the back room of his pharmacy, andapplied to the U.S. Patent Office for a trademark. At first, he mixed the syrup himself andsold it exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed to bottle coca cola so that people could drink it anywhere.The business began to grow, and on June 16, 1903, "Cola" was officially registeredwith the U.S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the themeline "Exhilarating, Invigorating, Aids Digestion." He also began awarding franchises tobottle coca to independent investors, whose number grew from just two in 1905, in thecities of Charlotte and Durham, North Carolina, to 15 the following year, and 40 by 1907.By the end of 1910, there were Cola franchises in 24 states.Cola's first bottling line resulted from some lessthan-sophisticated engineering inthe back room of Caleb's pharmacy. Building a strong franchise system was one of Caleb'sgreatest achievements. Local Cola bottlers, entrepreneurial in spirit and dedicated tothe product's success, provided a sturdy foundation. They were the cornerstones of the Cola enterprise. By 1907, the new company was selling more than 100,000 gallonsof syrup

per year.Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that thetown of New Bern pictured it on a postcard. Famous racing car driver Barney Oldfieldendorsed Pepsi in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracerbefore a race."The previous year, Pepsi had been one of the first companies in the United States to switchfrom horse-drawn transport to motor vehicles, and Caleb's business expertise capturedwidespread attention. He was even mentioned as a possible candidate for Governor. A1913 editorial in the Greensboro Patriot praised him for his "keen and energetic businesssense."Cola enjoyed 17 unbroken years of success. Caleb now promoted sales withthe slogan, "Drink Cola. It will satisfy you." Then came World War I, and the cost of doing business increased drastically. Sugar prices see sawed between record highs anddisastrous lows, and so did the price of producing Cola.After seventeen years of success, Caleb Bradham lost Pepsi Cola. He had gambled on thefluctuations of sugar prices during WORLD WAR I, believing that sugar prices wouldcontinue to rise but they fell instead leaving Caleb Bradham with an overpriced sugar inventory. Cola went bankrupt in 1923.In 1931, the Loft Candy Company Loftpresident, Charles G. Guth who reformulated the popular soft drink, bought Cola.In 1940, history was made when the first advertising jingle was broadcast nationally. The jingle was "Nickel Nickel" an advertisement for i Cola that referred to the price of Pepsi and the quantity for that price. "Nickel Nickel" became a

hit record and was recordedinto fifty-five languages.In 1965 Pepsi-cola company and Frito-Lay, Inc. merged which result in the formation of today know Coca cola, Inc. These two soft drink companies (Coca cola ) acquire the major share of the softdrink Industry and always remain in the war to get the majority of market share with eachother. These companies always be pioneer in using various innovative technology andmethod to become the market leader. These companies present the world new innovativeways of doing the marketing and how take advantage of various opportunities and how touse your strength in a better way.In India currently colas (carbonated soft drinks) products comprises 61% and noncolasegment constitutes 36% of the total soft drink market whereas 2% is covered under othervarious drinks like apple juice, cold coffee, cold tea etc. As in India, around 120 billion litres of beverage is consumed every year, of which only 5percent are in packaged segment and also if we compare per head consumption of softdrink in India to America it is 6 is to 700. So looking at these aspects we can say that thereis lot of scope for these two soft drink giant in India to expand their market as the stakesare huge in Indian market.

The Coca-Cola Company has more than 2800 products in over 200 countries. From IncaKola, a sparkling beverage found in North and South America, and Samurai, energy drink available in Asia; to Vita, an African juice drink, and BonAqua, water found on fourcontinents, their product variety spans the globe The various products of Coca-Cola available in India are: Coca-Cola: Coca-Cola is the most popular and biggestselling soft drink in history, as wellas the best-known

product in the world.Available in the following flavors: Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime,Cola Lime, Cola Orange and Cola Raspberry. Diet Coke: Diet Coke was born in 1982. Diet Coke is the drink for people who want nocalories, but plenty of taste. Known as Coca-Cola light in some countries, it's now the No.3 soft drink in the world.Available in the following flavors: Black Cherry Cola Vanilla, Cola, Cola Green Tea, ColaLemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry. Fanta:Fanta was introduced in the United States in 1960. Consumers around the world,particularly teens, fondly associate Fanta with happiness and special times with friends andfamily. This positive imagery is driven by the brand's fun, playful personality, which goeshand in hand with its bright color, bold fruit taste and tingly carbonation. Kinley: Kinley is a carbonated water that comes in wide array of variants such as tonic,bitter lemon, club soda and a myriad of fruit flavors.Available in the following flavors: Apple Peach, Bitter Grapefruit, Bitter Herbal, BitterLemon, Bitter Water, Blueberry Pomegranate, Club Soda, Ginger Ale, Lemon andRaspberry. Limca: This thirst-quenching beverage features a fresh, light lemon-lime taste and fun-loving attitude. It's a homegrown, national treasure in India, that is acquired by the Coca-Cola Company in 1993. Limca continues to build a loyal following among young adults

who love the lighthearted way it complements the best moments of their lives. This drink isavailable in lemon flavor. Sprite: Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink.Sprite is sold in more than 190 countries and ranks as the No. 4 soft drink worldwide, witha strong appeal to young people. Millions of people enjoy Sprite because of its crisp, cleantaste that really quenches your thirst. But Sprite also has an honest, straightforward attitudethat sets it apart from other soft drinks. Sprite encourages you to be true to who you are andto obey your thirst. Available in the following flavors: Bitter Lemon Citrus Grapefruit, Citrus, Lemon andLemon Lime Pepsi has been bringing fun and refreshment to consumers for over 100 years. From itshumble beginnings over a century ago, Pepsi-Cola has grown to become one of the best-known, most-loved products throughout the world. Today, the company continues toinnovate, creating new products, new flavors and new packages in varying shapes and sizesto meet the growing demand for convenience and healthier choices.The various product of Pepsi available in India are: Pepsi: Pepsi is the most saleable product of PepsiCo. It is popular in the youngergeneration all around the world. Diet Pepsi:With its light, crisp taste, Diet Pepsi gives you all the refreshment you need -with zero sugar, zero calories and zero carbs, Light, Crisp, refreshing.

Mirinda: Mirinda was originally produced in Spain. Mirinda is a brand of soft drink available in fruit varieties including orange, grapefruit, and apple, strawberry, pineapple,banana, and passionfruit and grape flavors. The orange flavor of Mirinda represents themajority of Mirinda sales worldwide. 7up: 7 Up is a brand of a lemon-lime flavored noncaffeinated soft drink. The rights to thebrand are held by Dr Pepper Snapple Group in the United States, and PepsiCo (or itslicensees) in the rest of the world. Mountain Dew: Mountain Dew (also known as Mtn Dew as of late 2008) is a soft drink distributed and manufactured by PepsiCo. Mountain Dew (and its energy drink counterpartknown as AMP) often incurs the disapproval of health experts due to its relatively highcaffeine content for a soft drink or energy drink. Pepsi Blue: Pepsi Blue is a berry-flavored soft drink produced by PepsiCo. It was launchedin India near the cricket world cup to associated the Pepsi with the Indian people as Blue isofficial colour of Indian cricket team. The flavor of Pepsi Blue was thought by drinkers tobe similar to cotton candy with a berry-like aftertaste (it resembled that of blueberries orraspberries). Slice: Slice is a line of fruit-flavored soft drinks manufactured by PepsiCo and introducedin 1984. Varieties of Slice have included Apple, Fruit Punch, Grape, Passion fruit, Peach,Mandarin Orange, Pineapple,

Strawberry, Cherry Cola, "Red", Cherry-Lime, and Dr Slice.


1. Mr. Kent joined

Muhtar Kent is Chairman of the Board and Chief Executive Officer of The Coca-Cola Company. Mr. Kent joined The CocaCola Company in Atlanta in 1978, holding a variety of marketing and operations leadership positions over the course of his career. In 1985, he became General Manager of CocaCola Turkey and Central Asia. Beginning in 1989, he served as President of the Company's East

Central Europe Division and Senior Vice President of Coca-Cola International, with responsibility for 23 countries. In 1995, Mr. Kent was named Managing Director of Coca-Cola Amatil-Europe, covering bottling operations in 12 countries. In 1999, he became President and CEO of the Efes Beverage Group, a diversified beverage company with Coca-Cola and beer operations across Southeast Europe, Turkey and Central Asia. Mr. Kent returned to The Coca-Cola Company in 2005 as President and Chief Operating Officer of the Company's North Asia, Eurasia and Middle East Group, an organization serving a broad and diverse region that included China, Japan and Russia. Less than a year later, he became President of Coca-Cola International, leading all of the Company's operations outside North America, until his appointment in December 2006 as President and Chief Operating Officer of The Coca-Cola Company, overseeing all operations of the business. Mr. Kent became Chief Executive Officer of the Company on July 1, 2008, and Chairman of the Board of Directors on April 23, 2009. Mr. Kent holds a Bachelor of Science degree in Economics from the University of Hull in England and a Master of Science degree in Administrative Sciences from Cass Business School, City University London. Active in the global business community, Mr. Kent is co-chair of The Consumer Goods Forum, a fellow of the Foreign Policy Association, and a member of the Business Roundtable. He is also Chairman of both the U.S.-China Business Council

and the U.S.-ASEAN Business Council. He serves on the boards of Special Olympics International, Ronald McDonald House Charities, and Emory University.

2. George A. David
Mr. David, Chairman of the Board of Directors of CocaCola Hellenic Bottling Company S.A., graduated from the University of Edinburgh in 1959. He began his career that same year with the group of companies controlled by his uncle A.G. Leventis in Nigeria. Today, he holds a position on the Board of Directors of Petros Petropoulos AVEE, Titan Cement Co. S.A. and AXA Insurance S.A. He is a Trustee of the A.G. Leventis Foundation and a member of the boards of the Hellenic Institute of Defence and Foreign Policy (ELIAMEP) and the Centre for Asia Minor Studies.In 2009, Mr. David was appointed Member of the Order of the British Empire for his services to UK-Greek relations in the field of education. He was also appointed Member of the Order of the Federal Republic of Nigeria (MFR) for his special and outstanding service to the benefit and progress of the Nigerian nation.

3. Dimitris Lois
Mr. Lois started his career in 1988 at Grecian Magnesite S.A., where he held various managerial posts including that of Business Development Manager. He holds a Master of Science in Chemical Engineering from Northeastern

University and a Bachelor of Science in Chemical Engineering from Illinois Institute of Technology.Prior to his appointment to Coca-Cola Hellenic, he served as Managing Director of Frigoglass S.A. He joined Frigoglass S.A. in 1997, as the General Manager of the STIND S.A. glass plant in Bulgaria. He later became Country Manager for Bulgaria. In 2000, he was appointed Commercial Refrigeration Director and in 2001, following Frigoglass S.A.s acquisition of the Norcool Group and Husky, he was appointed Director of the newly created cool division. He was appointed Managing Director of Frigoglass S.A. in August 2003. Mr. Lois joined Coca-Cola Hellenic in June 2007 as Executive Advisor to the Managing Director. In August 2007, he was appointed Regional Director responsible for our operations in Romania, Greece, Nigeria, Bulgaria, Cyprus and Moldova and in August 2009 he became Chief Operating Officer for Coca-Cola Hellenic.





A market segment consists of a group of customers who share a similar set of needs andwants. Rather than creating the segment the marketers task is to identify them and decidewhich one to target. Leading soft drink companies Coca-Cola follow the similarsegmentation strategy for target marketing. MASS MARKETING-However in some of its popular product both the companies follow the mass marketingstrategy. In this type of segmentation, companies target the whole market and not anyparticular segment of the population.

TARGETEDMARKETING-Although the targeted group of the company is the whole population, they want to earnmore revenue from a segment than their other revenue generator sources. For this, theyrecognize following bases for segmentation REGION-Both companies treat hot countries such as Asia, Middle East and African differently incomparison to cold countries. As in tropical countries, consumption of soft drinks is 70%in summer and 30% in winter season while in EUROPEAN countries its consumption isalmost uniform. So soft drink companies prefer different marketing strategies in Asian andEuropean countries. In countries like India and Pakistan, these companies invest hugeresources in the season of summers, and their target area is domestic users, restaurants,school and college canteens and even rural chaupals. While in winter season their target ismainly party users and high-income group consumers. Coca-Cola Company is one of the first global majors to have spotted the potential spin offsfrom the countrys rural market. Population of Rural sector is more conscious more aboutthe price whereas Population of Urban sector is

more conscious about the quality andbrand name of the product. so Coca cola and PepsiCo in Year 2002 bring the 200 ml bottleat Rs.5 specifically targeted at the rural sector so that soft drink can take place of the localdrink like lemon, sugarcane juice and Tea etc.Both the companies Coca-Cola and PepsiCo have adopted different marketing strategy forrural and urban areas AGE-India is considered to be a young country i.e. average age of Indian population is less 38years. Thus targeting young generation can be a beneficial marketing strategy for soft drink companies. In fact this is the case, all the major brands like Pepsi, coca cola, and thumpsup, mainly target younger generation in India. In Europe, as average population is olderthan Asian countries, Coca cola targeted the older generation of the population. Similarlyin USA, Pepsi targeted the generation X (younger generation) as they comprises majorityof the population and they positioned Pepsi in the mind of youth that Pepsi is for the youth. GENDER-Gender based segmentation is very important. As taste of male and female is different.Lets take the example of coca cola, thumps up is promoted as masculine soft drinks whilecoca cola and Fanta are having light taste and mainly targeted for loving birds, ladies, andchildren. Same example is available in Pepsi, mirinda orange flavor is popular amongladies, girls, and children.


The main objective of project is to prepare the marketing strategy and Advertising of COCA COLA are as under : To know availability and durability of the product and services of coca cola . To know whether products are feasible. To know about best quality of coca cola . To know about very good services of coca cola .


As said a basic research was conducted at the company to enables the company to assess how far the customers are satisfied with product and services of Coca cola .During the course of the study the following limitations were observed: (a) The method will be unsuitable if the number of persons to be surveyed is very less as it will be difficult to draw logical conclusions regarding the satisfaction level of customers.

(b) Interpretation of data may very from individual depending on the individual understanding the product features and services of the company . (c) The method lacks flexibility.In case of inadequate on incomplete information the result may deviate.

(d) It is very difficult to check the accuracy of the information provided. (e) Since all the products and services are not widely used by all the customers it is difficult to draw realistic conclusions based on the survey.

SUGGESTIONS The following suggestions are offered to the Coca cola :1. As the coca cola thus company should launch effective promotional. 2. Wide advertisement showing utility of their product and features of their product should be made. 3. Company may offer gifts scheme from time to time so that he product may attract the masses. 4. 5. The company should lower the price The company should come up with attractive advertising plants. 6. The company network. should improve its distribution

7. The company should also think and implement some public relation programme.

1. Customer's priority is on the price, mileage, and look while purhasing coca cola . They are not much affected y promotional programs. 2. Dealers expect some promotional schemes/ offers from the company. 3. There are many promotional offers available to the customers like: 4. Company hired many cricketers and actors for promoting the product.

Marketing Management by Sir Kotler Philip Marketing Research by Sir Sharma D.D. Websites : o Www coca.cola .com o www.google.
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