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Presented By::

Ankit Sablok

CONTENTS
Working Of coke COCA-COLA profile Marketing Objectives Marketing Strategy SWOT analysis Key success factors Major Brands in COCA-COLA Major Competitors Introduction of Agra Sales & marketing services Pvt. Ltd Mission, Goal WORKING OF AGRA SALES
STRATEGY OF COMPANY FINDINGS

RECOMMENDATIONS

WORKING OF COCACOLA
COCA-COLA WORKS ON TWO TYPES COBO(COMPANY OPERATED BOTTLING OPERATION)  FOBO(FRANCHISEE OPERATED BOTTLING OPERATION)

INTRODUCTION
 The Coca-Cola Company is the world's largest beverage company.  largest manufacturer, distributor and marketer of non-alcoholic beverage.  The company is best known for its flagship product  Coca-Cola invented by pharmacist John Smith Pemberton in 1886.

Cont.
 The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892.  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.

HISTORY
 Coca-Cola Enterprises established in 1986.  ByAtlanta pharmacist Dr. John Pemberton  He began to produce Coca-Cola syrup for sale in fountain drinks.  The bottling system business began in 1899.

CONT.
 The Company offered its stock to the public on November 21, 1986.  In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group.  In 1992 sales climbed to 1.4 billion, and total revenues were $5 billion.

MARKETING OBJECTIVES
 To increase the market shares in the upcoming years.  To increase awareness of the product on the market.  To survive the current market war between competitors.  To increase the size of the worldwide Coca Cola enterprise by 10%.

MARKETING STRATEGY
 Availability.  Aggressive Advertising.  Dual distribution plan.  Quality.  Catchy taglines  Trendy Packaging

SWOT ANALYSIS
STRENGTH
 Worlds leading brand.  Large scale of operations.  Strong supply chain management system

WEAKNESS

 Unable to differentiate itself from Pepsi.  Less effective campaigns.

OPPORTUNITY
 Growing bottled water market.  Untouched markets.  Acquisitions Intense competition.

THREATS
 Intense competition with competitors.  Intense price competition.  Dependence on bottling partners.  Sluggish growth of carbonated beverages.

KEY SUCCESS FACTORS

 Marketing  Innovation  Globalization

MAJOR BRANDS OF COCA COLA

 Coke  Sprite  Fanta  Diet coke  Coke classic  Maaza  Thums-up  Georgia  Kinley

MAJOR COMPETITORS
 Pepsi  Slice  Mirinda  Mountain Dew  7up  Nimbooz  Aquafina

ADVERTISING
Coke was first advertised as a remedy for headaches and exhaustion Coke has been advertising on television for 50 years. They use catchy mottos such as: Adds a refreshing relish to every form of exercise

COKE IN SPACE
In July 1985, Coke was the first soft drink to be enjoyed in outer space on the space shuttle Challenger A special space can was developed

INTRODUCTION- AGRA SALES & MARKETING PVT. LTD

AGRA SALES & MARKETING PVT. LTD, the fastest growing bottler of soft drinks major Coca-Cola India (CCI), has invested Rs 6.5 crore in a new PET bottling line at its existing plant in AGRA, Uttar Pradesh A total of Rs 65 crore has been invested in the bottling plant at AGRA since 1995, Mr.Ladhani, Managing Director, Brindavan Agro Industries Ltd. Said Apart from Agra, the Ladhani group's bottling plants for CCI exist in Bareilly under the name Brindavan Beverages Ltd, in Faizabad as Amrit Bottlers Pvt Ltd and in Lucknow as Brindavan Bottlers Ltd

MISSION AND GOALS OF AGRA SALES

To provide Genuine Hospitality to our Customers at every point of our contact Each day you either get better or worse. The choice is yours GOALS At BAIL, our goal is to build a great brand together. A brand that is Trusted by customers- consistency, high-quality products, services Preferred by investors- BAIL Brand adds to their assets Sought by employees- opportunity, career growth, and as a great place to work.

WORKING OF AGRA SALES

THE JOURNEY OF AN EMPTY COCA-COLA BOTTLE

How Coca-Cola induce for the incident? By putting cooler in prime position. By keeping the cooler pure & clean. By doing Rack Display. By fixing combo Board. Counter Top Display.

Outlet Segmentation Model for 2011

Introduction of Platinum VPO and Grocery-2, Cinema, Travel-1, and Travel-2 channels
Channel Type
Convenience
E&D Type - 1 E&D Type - 2 Grocery Grocery Cinema Travel Travel 1 (Traditional) 2 (Modern) (Single Screen) 1 (Railway)

Based on consumption occasion

Annual KO VPO Platinum : >1500 cs Diamond : > 800 cs Gold : 500-799 cs Silver : 200-499 cs Bronze : < 200 cs

2 (Bus Stand/Highway)

VPO Class

Income Class

Income level of locality

No. of clusters increased from 32 to 80

BUSINESS STRATEGY
 Consumer demand drives everything we do.  Brand Coca Cola is the core of there business.  We will serve consumers a broad selection of the nonalcoholic ready-todrink

CONT.
 Beverages they want to drink through out the day.  We will be the best marketers in the world.  We will think and act locally.  We will lead as a model corporate citizen.

PROMOTION STRATEGIES
Getting shelves They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers. Eye Catching Position Salesman of the coca cola company positions their freezers and their products in eye- catching positions. Normally they keep their freezers near the entrance of the stores. Sale Promotion Company also do sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share. UTC Scheme UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. This scheme is very much popular among children. DISTRIBUTION CHANNELS Coca Cola Company makes two types of selling Direct selling & Indirect selling

PROMOTION STRATEGIES
TV Commercials
As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on different channels.

Billboards And Holdings

Coca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards.

POS Material
Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas.

STRATEGIES OF QUALITY
1. Enhance competition moments 2. When people watch cricket 3. Through commercialization 4. Fun time. Though these strategies there could be better understanding and better connection with the public. These are the key consumption.

FINDINGS
FROM RESEARCH OF 60 RESPONDENTS I FOUND CERTAIN ASSUMPTIONS ONLY 10%OLD PEOPLE LIKE COCA-COLA. ONLY 17% PEOPLE PREFER COKE TO PURCHASE IT FROM PUBS& RESTAURANTS BECAUSE COKE IS MAINLY SELLS THROUGH RETAIL SHOPS 38% RESPONDENTS WANT THAT COCA COLA NOW LAUNCHED FRUIT DRINK IN THE MARKET 60% RESPONDENTS LIKE COKE INCOMPARISON TO PEPSI 48% RESPONDENTS THINKS THAT COKE PRODUCT LINE IS SATISFACTORY.

RECOMMENDATIONS
FROM THE COLLECTED DATA WE RECOMMEND CERTAIN THINGS TO OUR COMPANY FIRSTLY COKE SHOULD LAUNCH LOW CALORIE DRINKS FOR THE OLD PEOPLE. COKE SHOULD ALSO FOCUS ON PUBS&RESTAURANTS BECAUSE NOW A DAYS THEY ARE ALSO INCREASING AT A RAPID SPEED. COCA COLA HAVE TO INTRODUCED FRUIT DRINKS IN THE MARKET FOR EVERY AGE OF PEOPLE SUCH AS APPLE DRINK, GRAPE DRINK WHICH IS GOOD FOR THEIR HEALTH. COKE IS FAR BETTER THAN PEPSI AND IF THEY WANT TO BE REMAIN IN TOP POSITION THEY HAVE TO KEEP A WATCH ON ITS PRIMARY COMPETITORS AND BRING

RECOMMENDATIONS
new attractive system of word of mouth advertisement to keep alive the general awareness in the whole market as a whole LIKE ROAD SHOWS, CAMPAIGNS. Respondents now want that coca cola should increase their product line by launching new products in India such as fruit drinks, alcoholic drinks. Energy drinks

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