CHAPTER 1

INTRODUCTION

1|P a ge
MARKATING MIX

The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. The 4Ps make up a typical marketing mix -
Price, Product, Promotion and Place. However, nowadays, the marketing mix
increasingly includes several other Ps like Packaging, Positioning, People and even
Politics as vital mix elements.

Description: What are the 4Ps of marketing?

Price: refers to the value that is put for a product. It depends on costs of production,
segment targeted, ability of the market to pay, supply - demand and a host of other
direct and indirect factors. There can be several types of pricing strategies, each tied in
with an overall business plan. Pricing can also be used a demarcation, to differentiate
and enhance the image of a product.

Product: refers to the item actually being sold. The product must deliver a minimum
level of performance; otherwise even the best work on the other elements of the
marketing mix won't do any good.

2|P a ge
Place: refers to the point of sale. In every industry, catching the eye of the consumer
and making it easy for her to buy it is the main aim of a good distribution or 'place'
strategy. Retailers pay a premium for the right location. In fact, the mantra of a
successful retail business is 'location, location, location'.

Promotion: this refers to all the activities undertaken to make the product or service
known to the user and trade. This can include advertising, word of mouth, press
reports, incentives, commissions and awards to the trade. It can also include consumer
schemes, direct marketing, contests and prizes.

What is the importance of the marketing mix?

All the elements of the marketing mix influence each other. They make up the business
plan for a company and handled right, can give it great success. But handled wrong and
the business could take years to recover. The marketing mix needs a lot of
understanding, market research and consultation with several people , from users to trade
to manufacturing and several others.

3|P a ge
 Importance of Marketing
By Manisha R|Importance of Marketing
Marketing is an important function of business that helps in selling of goods and services and ultimately attaining profit.

Importance of marketing lies in identifying consumer’s needs and wants and delivering appropriate product and services to
customers so as to maximize their satisfaction.

Marketing is a very important aspect in business since it contributes greatly to the success of the organization. Production
and distribution depend largely on marketing.

It is a myth that sales and marketing are basically the same. These two concepts are different in many aspects. Marketing
covers advertising, promotions, public relations, and sales.

It is the process of introducing and promoting the product or service into the market and encourages sales. Since the goal
of marketing is to make the product or service widely known and recognized to the market, marketers must be creative in
their marketing activities.

Some of the importance and significance of marketing are as follows:-

1. Creation of Demand 2. Providing Information 3. Balancing Demand and Supply 4. Improvement in Life Style 5. Achieving
Higher Sales 6. Building Reputation

7. Marketing Helps in Distribution Goods 8. Delivering Satisfaction 9. Providing Livelihood 10. Survival and Growth of
Business 11. Creation of Utility 12. Helps in Selection of Product.

4|P a ge
 Importance of Marketing – Provided by Peter
Drucker
Marketing is the basic function of a business enterprise. According to Peter Drucker, “Marketing is a
distinguishing feature of business. A business is set apart from all other human organisations by the fact that it
makes a product or service”.

Following points bring out the importance of marketing:

1. Marketing generates revenue for business.

2. Marketing considerations are the most critical factors in business planning and decision making.

3. Efficient marketing is a pre-requisite for the successful operation of a business enterprise.

4. Marketing generates employment.

5. Marketing makes available new variety of useful and quality goods to consumers.

6. Marketing converts latent demand of the consumers into effective demand and thus enables to raise the
standard of living.

7. Marketing is helpful in stabilizing prices and optimum utilisation of resources.

8. Marketing raises the level of economic activity. There is a positive relation between marketing activity and
economic activity of a country—economic booms and depressions are always marked by higher and lower
tempo of marketing activities. Thus a high level of marketing activity is a pre-requisite for a higher level of
economic activity.

5|P a ge
 Benefits and drawbacks of the marketing mix modelling

Marketing professionals have the tough job of developing effective marketing strategies within
limited budgets. A marketing strategy's outcome depends on a myriad of factors such as buyer
behaviour, market conditions, seasonality, competition, and more. The dynamic nature of the
marketplace does not make things easy for marketing professionals.

Marketing is done across various online and offline channels. The impact of each of these
channels is measured to identify effective channels and focus on them. This, in essence, is what
the Marketing Mix Model (MMM) is all about!

An MMM analyses the impact of each marketing channel on sales based on historical data of
various marketing and non-marketing factors, to develop future strategies. The study is made
considering several factors such as the interdependence of different channels, economic data,
weather conditions, etc. Based on this data a demand model is developed. The demand model
quantifies the historical contribution of each marketing/non-marketing input. This analysis helps in
budget allocation for different marketing strategies across channels.
6|P a ge
MMM has been around for several years. However, today an omnichannel measurement
capability is needed to accurately assess the ROI of a marketing campaign. The task has become
complex with the need to track the exposure to ads on both digital and traditional channels. So,
the question arises, “Is MMM relevant in the current market scenario?”

MMM has its specific set of advantages and disadvantages. It is recommended that a marketing
professional understands the pros and cons of this model to assess its relevance for their
marketing campaign.

Marketing professionals have the tough job of developing effective marketing strategies within
limited budgets. A marketing strategy's outcome depends on a myriad of factors such as buyer
behaviour, market conditions, seasonality, competition, and more. The dynamic nature of the
marketplace does not make things easy for marketing professionals.

Marketing is done across various online and offline channels. The impact of each of these
channels is measured to identify effective channels and focus on them. This, in essence, is what
the Marketing Mix Model (MMM) is all about!

An MMM analyses the impact of each marketing channel on sales based on historical data of
various marketing and non-marketing factors, to develop future strategies. The study is made
7|P a ge
considering several factors such as the interdependence of different channels, economic data,
weather conditions, etc. Based on this data a demand model is developed. The demand model
quantifies the historical contribution of each marketing/non-marketing input. This analysis helps in
budget allocation for different marketing strategies across channels.

MMM has been around for several years. However, today an omnichannel measurement
capability is needed to accurately assess the ROI of a marketing campaign. The task has become
complex with the need to track the exposure to ads on both digital and traditional channels. So,
the question arises, “Is MMM relevant in the current market scenario?”

MMM has its specific set of advantages and disadvantages. It is recommended that a marketing
professional understands the pros and cons of this model to assess its relevance for their
marketing campaign.

8|P a ge
 What are the 7 Ps of Marketing?

The 4 P’s marketing mix concept (later known as the 7 P’s of marketing) was introduced by Jerome
McCarthy in his book: "Basic Marketing: A Managerial Approach". It refers to the thoughtfully
designed blend of strategies and practices a company uses to drive business and successful product
promotion. Initially 4, these elements were Product, Price, Place and Promotion, which were later
expanded by including People, Packaging and Process. These are now considered to be the “7 P’s”
mix elements.

It can be difficult for a small business owner or marketing manager to know how to establish a unique
selling proposition or to reach the right customers, especially on new platforms like the internet, with
digital marketing.

Fortunately, the 7 Ps of marketing give you a framework to use in your marketing planning and
essential strategy to effectively promote to your target market.

You can also take into consideration elements of the mix in your day to day marketing decision
making process with the goal to attract the right audience to successfully market to through your
marketing campaigns.

The 7 elements of the marketing mix include the following:

1. Product (or Service)

Your customer only cares about one thing: what your product or service can do for them. Because of
this, prioritize making your product the best it can be and optimize your product lines accordingly.
This approach is called “product-led marketing.” In a marketing mix, product considerations involve
every aspect of what you're trying to sell. This includes:

 Design
 Quality
 Features
 Options
 Packaging
 Market positioning

9|P a ge
There are five components to successful product-led marketing that are important for product
marketers to take into consideration:

 Get out of the way. Let your product or service sell itself. Focus your marketing efforts on getting consumers to
try what you have to offer so they can learn its value for themselves.
 Be an expert (on your customers). Know your customer's needs and use that knowledge to help communicate
your product's value.
 Always be helping. Position yourself as an ally by creating informative content that meets your target customers’
needs, and they'll be more likely to buy from you. (This is also called content marketing.)
 Share authentic stories. Encourage happy customers to share their experiences and tell others why they appreciate
your brand.
 Grow a product mindset. Focus on your product before you consider how to sell it. Invest in development, and
the product quality will take care of the rest.

2. Price
Many factors go into a pricing model. Brands may:

10 | P a g e
  Price a product higher than competitors to create the impression of a higher-quality offering.
 Price a product similar to competitors, then draw attention to features or benefits other brands lack.
 Price a product lower than competitors to break into a crowded market or attract value-conscious consumers.
 Plan to raise the price after the brand is established or lower it to highlight the value of an updated model.
 Set the base price higher to make bundling or promotions more appealing.

Consider what you're trying to achieve with your pricing strategy and how price will work with the rest
of your marketing strategy. Some questions to ask yourself when selling products:

 Will you be offering higher-end versions at an additional cost?

 Do you need to cover costs right away, or can you set a lower price and consider it an investment in growth?
 Will you offer sales promotions?
 How low can you go without people questioning your quality?
 How high can you go before customers think you’re overpriced?
 Are you perceived as a value brand or a premium brand?

3. Promotion
Promotion is the part of the marketing mix that the public notices most. It includes television and print
advertising, content marketing, coupons or scheduled discounts, social media strategies, email
marketing, display ads, digital strategies, marketing communication, search engine marketing, public
relations and more.

All these promotional channels tie the whole marketing mix together into an omnichannel strategy
that creates a unified experience for the customer base. For example:

 A customer sees an in-store promotion and uses their phone to check prices and read reviews.
 They view the brand's website, which focuses on a unique feature of the product.
 The brand has solicited reviews addressing that feature. Those reviews appear on high-ranking review sites.
 The customer buys the product and you’ve sent a thank you email using marketing automation.

Here are the ways you can use these channels together:

 Make sure you know all the channels available and make the most of them to reach your target audience.
 Embrace the move toward personalized marketing.
 Segment your promotional efforts based on your customers' behavior.
 Test responses to different promotions and adjust your marketing spend accordingly.

11 | P a g e
  Remember that promotion isn't a one-way street. Customers expect you to pay attention to their interests and
offer them solutions when they need them.

4. Place
Where will you sell your product? The same market research that informed your product and price
decisions will inform your placement as well, which goes beyond physical locations. Here are some
considerations when it comes to place:

 Where will people be looking for your product?

 Will they need to hold it in their hands?
 Will you get more sales by marketing directly to customers from your own e-commerce website, or will buyers
be looking for you on third-party marketplaces?
 Do you want to converse directly with your customers as they purchase, or do you want a third party to
solve customer service issues?

5. People

12 | P a g e
People refers to anyone who comes in contact with your customer, even indirectly, so make sure
you're recruiting the best talent at all levels—not just in customer service and sales force.

Here’s what you can do to ensure your people are making the right impact on your customers:

 Develop your marketers’ skills so they can carry out your marketing mix strategy
 Think about company culture and brand personality.
 Hire professionals to design and develop your products or services.
 Focus on customer relationship management, or CRM, which creates genuine connections and inspires loyalty on
a personal level.

6. Packaging
A company's packaging catches the attention of new buyers in a crowded marketplace and
reinforces value to returning customers. Here are some ways to make your packaging work harder
for you:

 Design for differentiation. A good design helps people recognize your brand at a glance, and can also highlight
particular features of your product. For example, if you’re a shampoo company, you can use different colors on
the packaging to label different hair types.
 Provide valuable information. Your packaging is the perfect place for product education or brand reinforcement.
Include clear instructions, or an unexpected element to surprise and delight your customers.
 Add more value. Exceed expectations for your customers and give them well-designed, branded extras they can
use, like a free toothbrush from their dentist, a free estimate from a roofer, or a free styling guide from their
hairdresser.

7. Process
Prioritize processes that overlap with the customer experience. The more specific and seamless your
processes are, the more smoothly your staff can carry them out. If your staff isn't focused on
navigating procedures, they have more attention available for customers—translating directly to
personal and exceptional customer experiences.

Some processes to consider:

 Are the logistics in your main distribution channel cost-efficient?

 How are your scheduling and delivery logistics?
 Will your third-party retailers run out of product at critical times?
13 | P a g e
  Do you have enough staff to cover busy times?
 Do items ship reliably from your website?

14 | P a g e
15 | P a g e
 Chapter 2
Company Profile

16 | P a g e
 Coca-Cola is carbonated, sweetened soft drink and is the world's best-selling drink. A
popular nickname for Coca-Cola is Coke. The Coca-Cola Company claims that the beverage
is sold in more than 200 countries.

The Coca-Cola Company is an American multinational beverage corporation and

manufacturer, retailer and marketer of non- alcoholic beverage .

Coca-Cola was first made in Columbus, Georgia .The company's headquarters are

in Atlanta, Georgia. The Coca-Cola Company is proud to have a long history of sponsoring
major events, organizations and projects around the world.

History of Coca-Cola:-

The product that has given the world its best-known taste was born in Atlanta, Georgia, on
May 8, 1886. Dr. John Stith Pemberton, a local pharmacist, produced the syrup for Coca-
Cola, and carried a jug of the new product down the street to Jacobs' Pharmacy, where it was
sampled, pronounced "excellent" and placed on sale for five
cents a glass as a soda fountain drink. Carbonated water was
teamed with the new syrup to produce a drink that was at
once "Delicious and Refreshing," a theme that continues to
echo today wherever Coca-Cola is enjoyed.

17 | P a g e
 Founder of Coca-Cola :-

Dr. John Stith Pemberton, a local pharmacist, produced

the syrup for Coca-Cola, and carried a jug of the new
product down the street to Jacobs' Pharmacy, where it
was sampled, pronounced "excellent" and placed on sale
for five cents a glass as a soda fountain drink.

Thinking that "the two Cs would look well in

advertising," Dr. Pemberton's partner and bookkeeper,
Frank M. Robinson, suggested the name and penned the now famous trademark "Coca-Cola"
in his unique script. The first newspaper ad for Coca-Cola soon appeared in The Atlanta
Journal, inviting thirsty citizens to try "the new and popular soda fountain drink." Hand-
painted oilcloth signs reading "Coca-Cola" appeared on store awnings, with the suggestion
"Drink" added to inform passersby that the new beverage was for soda fountain refreshment.
During the first year, sales averaged a modest nine drinks per day.

Dr. Pemberton never realized the potential of the beverage he created. He gradually sold
portions of his business to various partners and, just prior to his death in 1888, sold his
remaining interest in Coca-Cola to Asa G. Candler. An Atlantan with great business acumen,
Mr. Candler proceeded to buy additional rights and acquire complete control.

Pemberton is remembered for his invention of the drink as well as for his contributions to
medical reform and chemistry. He was a trustee of the former Emory University School of
Medicine, served on the first Georgia pharmacy licensing board, and his laboratory became
the first state-run facility to conduct tests of soil and crop chemicals. It continues to be
operated by the Georgia Department of Agriculture.

18 | P a g e
 Who owns the Coca-Cola company ?

James Quincey is Chairman and CEO of The Coca-

Cola Company. Quincey, who first joined the company
in 1996, has held a number of leadership roles around
the world. He became CEO in 2017 and Chairman of the
Board in 2019.

Quincey is leading Coca-Cola in its continuing

evolution as a total beverage company. Coca-Cola is a growth company that provides brands
and beverages that make life’s everyday moments more enjoyable, all while doing business
the right way. The result is shared opportunity for communities, customers, employees and
shareowners.

Before becoming CEO, Quincey served as President and Chief Operating Officer of the
company from 2015 to 2017.

From 2013 to 2015, he was President of the company’s Europe Group. Under his leadership,
the group expanded its brand portfolio and improved market share. Quincey also played a key
role in the creation of Coca-Cola European Partners, one of the largest independent Coca-
Cola bottlers in the world. Quincey served as President of the Northwest Europe and Nordics
business unit from 2008 to 2012. This role included leading the acquisition of innocent juice
in 2009.

Quincey joined the company in Atlanta in 1996 as director of learning strategy for the Latin
America Group. He went on to serve in a series of operational roles in Latin America,
eventually leading to his appointment as President of the South Latin division in 2003. He
was President of the company’s Mexico division from 2005 to 2008, where he led the
acquisition of Jugos del Valle.

The current estimated net worth of Coca Cola Co's Chairman and CEO, James Quincey, is
19 | P a g e
 estimated to be about $71.79M . James Quincey owns about 357,230 units of Coca Cola Co
common stock.

20 | P a g e
 Steps for making of Coca-Cola :-

The carbonated soft drinks produced by Coca-Cola are subjectto strict quality control and
inspection procedures ensuring they meet the highest international standards.

Step 1

Pure water is subjected to sophisticated filtering, softening and disinfecting to remove all
impurities.

Step 2

Sugar added, along with the appropriate beverage concentrate to produce syrup, the basic
component for the soft drink.

Step 3

The mixture is saturated with carbon dioxide at a low temperature and under high pressure to
give the drinks their renowned 'fizziness'.

Step 4

Automated machinery dispenses the mixture, in precisely calculated quantities, into sterilised
bottles while another cans, caps or seals them.

21 | P a g e
 Step 5

The containers move to another machine which applies labels and bar codes, after which they
are automatically inspected to guarantee they meet all requirements.

Step 6
After final checking, bottles and cans are transported to machines which pack them in
cartons or boxes before being laces on wooden pallets

Step 7

The packed beverages are delivered by trucks to storage facilities to await delivery to
customers and to be enjoyed by consumers.

22 | P a g e
 COCA COLA INDIA

Coca-Cola India is a subsidiary of The Coca-Cola Company and operates in India

Type: Industry

Private: Consumer goods

Founded: 1892
Headquarters: Gurgaon, India
Area served: India
Key people: Sanket Ray (President and CEO)
Products: beverages
Number of employees: 25000 (direct)
Parent: The Coca-Cola Company

23 | P a g e
 Brands
COCA COLA THUMS UP

FANTA SPRITE

LIMCA MINUTE MAID

24 | P a g e
 SMART WATER

MAZZA

25 | P a g e
 CHAPTER 3

REVIEW OF
LITERATURE

26 | P a g e
 Review of literature

Founded in 1886 in Atlanta, Coca-Cola

Company is the world’s leading manufacturer,
marketer
and distributor of non-alcoholic beverage
concentrates and syrups, used to produce more
than 230 beverage brands. It is also the world’s most inclusive brand and company.

It has already ventured regionally out of Atlanta to other states of United States since the
late19th century and its signature contour bottle was first manufactured in the early 20th
century to distinguish themselves and assuring the genuine Coca-Cola. Though the company
grew rapidly and roared into some European countries during the 1900s, its presence
worldwide grew swiftly only after World War II. Year after year, the company has been
discovering new foreign markets to bring higher profits as to fulfill its ultimate obligation to
provide consistently attractive returns to the owners of the company and to enlarge its customer
base in order to achieve economics of scale. Due to strong competition with Pepsi-Cola, Coca-
Cola wants to reduce its dependence on United States market, which is their similar domestic
market, as to reduce its risk and increase its global market share by going international.
Presently, the company has already reached six billion consumers in nearly two hundred
countries.
Coca-Cola Company has been very successful in international marketing effort. Aggressive
advertising, branding and market segmentation have played an important part in the success. It
has portrayed itself as fun, playfulness, freedom lifestyle and the international appeal of Coca-
Cola was embodied by a 1971 commercial, where a group of young people from all over the
world to a hilltop in Italy to sing ―I’ll like to buy the world a Coke‖.
In April 2007, in Canada, the name ―Coca-Cola Classic‖ was changed back to ―Coca-Cola.‖
The word ―Classic‖ was truncated because ―New Coke‖ was no longer in production,
eliminating the need to differentiate between the two. The formula remained unchanged.
In January 2009, Coca-Cola top printing the world ―Classic‖ on the labels of 16-ounce bottles
sold in parts of South Eastern United States. The change part of a large strategy to rejuvenate
the product’s image. In November 2009, due to a dispute over wholesale prices of Coca-Cola
products, Costco stopped restocking its shelves with Coke and Diet Coke.

27 | P a g e
 Global Market Share of Coca-Cola

In 2009, the company generated revenues of $31 billion with $6.8 billion net income. An
increased consumer preference for healthier drinks has resulted in slowing growth rates for sale
of carbonated soft drinks, which constitution 78% of KO’s sales. KO’s profit are also
vulnerable to the volatile costs for the raw materials used to make drinks such as the corn syrup
used as a sweetener, the aluminium used in Cans, and the plastic used in bottles. Furthermore,
slowing consumer spending in Coke’s large North American market compounds the challenge
of increasing cost and a weak economic environment. Finally Coca-Cola earns approximately
75% of revenue from International sales, exposing it to currency fluctuations, which are
particularly adverse with the stronger U.S. Dollar.
Despite these challenges, Coca-Cola has remained profitable. Though the non CSD market is
growing quickly that traditional CSD market is still large in terms of both revenue and volume
highly lucrative. The size and variety of KO’s offering in the CSD category, coupled with the
unparalleled brand equity of the Coca-Cola trademark, has allowed KO to maintain its share of
this important market. KO has also responded to consumers’ changing tastes with new, non-
CSD product launches and acquisitions such as that of Glaccau in 2007.Strong international
growth has also more than offset a weak domestic market.
On February 25, Coca-Cola company announced plan to buy Coca-Cola Enterprises for $12.3
million. Since Spinning of Coca-Cola Enterprises 24 years ago, the software drink market has
changed dramatically with consumer buying fewer soft drinks and more non-carbonated
beverages, such as Powerade and Dasani water. Under the new deal, Coca-Cola company will
take control of the bottle’s not America operations, giving the company control over 90% of
the total North America volume. In return, Coca-Cola Enterprises will take over Coke’s
bottling operations in Norway and Sweden, becoming a European focused producer and
distributor.
In March 2010, Coca-Cola company entered into discussions to buy the Russian juice
company, OAO Nidan juices. The company is 75% owned by private equity firm in London
and 25% by its Russian founders and controls 14.5% of the Russian juice market. If successful,
the purchase would add to Coca-Cola's 20.5% market share, passing Pepsi’s 30% market share.
The Russian juice market is estimated to be $3.2 billion dollars, and estimates of Nidan’s
purchase price between $560-$620 million.

28 | P a g e
 In April 2010, Coca-Cola Company purchased a majority shares of Innocent, the British fruit
smoothie marker. Last year the company bought an 18% share of the company for more than
$45 million, and recent purchases of additional shares increased Coke’s stake to 58%

In June 2010, Coca-Cola Company agreed to pay Dr Pepper Snapple Group $715 million for
the continued right to sell their products following the company’s acquisition and Coca-Cola
Enterprises. The deal covers the next 20 years with an option to renew for an additional 20
years.

PESTEL ANALYSIS OF COCA-COLA

PESTLE stands for Political, Economic, Social, Technological, Legal and Environmental. It is
a tool that helps the organizations for making strategies and to know the EXTERNAL
environment in which the organization is working and is going to work in the future.

Coca-Cola beverage, which is the leading manufacturer and distributor of non-alcoholic drinks
also need to undergo this PESTLE analysis to know about the external environment (especially
their competitors and the opportunities available) in order to keep pace with the fast growing
economy.

29 | P a g e
 Political Analysis:

political factors may include tax policy, trade restrictions, environmental policy, laws imposed
on the recruiting labours, amount of permitted goods by the government and the service
provided by the government.
Globally, Coca-Cola beverages being a non-alcoholic industry talls under the FDA (Food and
Drug Administration), it is an agency in the United States Department of Health and Human
Services Its headquarters is in USA and it has started opening offices in foreign countries as
well. The job of the FDA is to check and certify whether the ingredients used in the Services.
Its headquarters is in USA and it has started opening offices in foreign countries as well. The
job of the FDA is to check and certify whether the ingredients used in the manufacturing of
Coca-Cola products in the particular country is meeting to the standards or not. In Coca-Cola
the company takes all the necessary steps to analyze thoroughly before introducing any
ingredients in its products and get prior approval from the FDA. The company also has to take
into consideration of the regulation imposed by FDA on plastic bottled products.
Apart from FDA the other political factors includes tax policies and accounting standards. The
accounting standards used by the company changes from time to time which have significant
role in the reported results.

The company also is subjected to income tax policies according to the jurisdiction of various
countries. In addition to this, the company is also subjected to import and excise duties for
distribution of the products in the countries where it does not have the outsourcing units.
Moreover, if there is any unrest or changes in the government and any kind of protest by the
political activists may decline the demand for the products Also the situations like the unsure
conditions prevailing in Iraq and escalation of the terrorist activities in these areas could affect
the international market of our product. It creates an ability for the company to penetrate in the
markets of such countries.

Economic Analysis:

The economic factors analyze the potential areas where the firm can grow and expand. It
includes the economic growth of the country, interest rates, exchange rates, inflation rates,
wage rates and unemployment in the country.
30 | P a g e
 The company first analyzes the economic condition of the country before venturing into that
country. When there is an economic growth in the country, the purchasing power among people
increases. It gives the company or the marketer a good chance to market the product. Coca-
Cola, in the past identified this correctly and rightly started its distribution across various
countries. The net operating profits for the company outside US stands at around.

Social Analysis:

Social factors are mainly the culture aspects and attitude, health consciousness among people,
population growth with age distribution, emphasis on safety. The company cannot change the
social factors but the company has to adjust itself to the changing society. The company adapts
various management strategies to adapt to these social trends.
Coca-Cola which is a B2C company, is directly related to the customer, so social changes are
the most important factors to consider. Each and every country has a unique culture and attitude
among the people. It is very important to know about the culture before marketing in a
particular country, Coca-Cola has about 3300 products in their stable, when coming into a
country it does not introduce all the products. It introduces minimum number of products
according to the culture of the country and the attitude of the people

Consumers and government are becoming increasingly aware of the public health
consequences, mainly obesity which is the second social factor in the soft drink industry. It
inspired the company venture in the areas of Diet coke and num calorie in drinks. The problem
or obesity is taken seriously among the young. The soft drink industry today is growing steadily
due to the booming economy, strengthened middle class and low per capita consumption. With
the increase in health consciousness among the urban consumers, the company has introduced
newer products such as Diet Coke, which contain lesser calories than ordinary Coca Cola. This
is also responsible for the company shifting focus from carbonated drinks to Fruit Drinks Juices
and bottled water.
The rural market had also been identified by Coca-Cola India as an attractive target, with almost
70% of the country's population. The company has recorded significant growth in recent years
Coca Cola India has also taken many initiatives as a responsible corporate citizen, by tying up
with many NGOs such as BAIF for (Bharatiya Agro Industries Foundation), SOS Children's
Villages and Save the Children.

31 | P a g e
 Technological Analysis:

Technology plays a varied role in the soft drinks industry. The manufacturing and distribution
of the products is relatively a Low-Tech business, although the creation of a new product with
the perfect blend and taste is a science (an art in itself).
Technological contributions are most important in packaging. The company rely on their
bottling partners for a significant portion of their business. Nearly 83% of the worldwide unit
case volume is manufactured and distributed by their bottling partners in whom the company
does not have controlling power. Hence it is necessary for the company to maintain a cordial
relation with their bottling partners. If the company do not give ample support in pricing.
marketing and advertising then the bottling industry while increase their short term profits. may
become detrimental to the company`
Coca-Cola has started operations of its R&D facility in India, with the view of localizing its
product portfolio. The major focus would be on non-carbonated drinks and flavour. The
company's R&D team has already rolled out drinks such as Maaza, aam panna and also a Maaza
mango milk drink, and is exploring options to enter new categories in India such as juices in
localised flavours, energy drinks, sports drinks and flavoured water. These initiatives are being
taken by the company to further expand their product portfolio With the increasing importance
of 360 degree media tools and overall ad spend on social media sets likely to grow by almost
44%, Coca-Cola has increased ad spend on the internet Case in point is the recent 2009 Sprite
campaign, which was first launched on the internet.

Environmental Analysis:

Coca Cola has earned a title of environment friendly company, and Coca Cola India too has
followed in the footsteps Coca Cola India's Corporate Social Responsibility (CSR), is an
initiative that prioritizes many social and environmental issues, one of them being "water"
conservation They support many community based rainwater harvesting projects and help
lending conservation education

32 | P a g e
 The company has made sure that the following ideas are considered during their operations:

1 Environmental due diligence before acquiring land

2. Environmental impact assessment before commencing project

3. Ground water and environment survey before selecting the site

4. Ban on purchasing CFC emitting refrigerating equipment

5 Waste water treatment facilities

6. Compliance with all regulatory environmental requirements

7 Energy conservation programs

By following these guidelines Coca-Cola India has helped the environment with consistent
profits and success. Theyseek to provide leadership in three different areas, these are as follows
1. Water efficiency and water quality

2. Energy efficiency

3 Eliminating or minimizing solid waste

Legal Analysis:

The legal factors include discrimination law, customer law, antitrust law. employment law and

33 | P a g e
 health and safety law. In Coca-Cola the business is subjected to various laws and regulation in
the numerous countries in which they do the business, the laws include competition, product
safety, advertising and labelling, container deposits, environment protection, labour practices

In the US the products of the company is subjected to various acts like Federal Food, Drug and
Cosmetic Act, the Federal Trade Commission Act, Occupation Safety and Health Act various
environment related acts and regulations the production, distribution, safe and advertising of
all the products are subjected to various laws and regulations.

34 | P a g e
 Chapter 4
RESEARCH
METHODOLOGY

35 | P a g e
 Objectives of the study:

The main objective of the project is to analyze and study in efficient way the current position
of Coca- Cola Company.

To perform PESTLE and SWOT analysis of Coca-Cola locally. This would help us identify
areas of potential growth.

The study was aimed to perform Market Analysis of Coca-Cola Company & find out different
factors effecting the growth of Coca-Cola.

Another objective of the study was to perform Competitive analysis between Coca-Cola and
its competitors.
To understand the reasons behind the purchase of Coca-Cola products.

Scope of the study:

This study basically tries to discover the current position of Coca-Cola in the market. It also
tries to discover the preferences of the customers when posed with a choice between Coca-
Cola and Pepsi. It is primarily directed to the general public but was done only in New Delhi,
Noida and Greater Noida

Research design:

A research design is the specification of methods and produces for acquiring the needed
information. It is overall operational pattern or framework of the project that stipulates what
information is to be collected from which source by what producer.

There are three types of objectives in a marketing research project:

Exploratory Research
Descriptive Research
Casual Research

36 | P a g e
 1. Exploratory Research:

The objective of exploratory research is to gather preliminary information that will help define
problems and suggest hypothesis.

2. Descriptive Research:

The objective of descriptive research is to describe things, such as the market potential for a
product or the demographics and attitudes of consumers who buy the product.

3. Casual research:

The objective of casual research is to test hypothesis about casual and effect
relationships.

Based on the above definitions it can be established that this study is the
Description Research as the attitudes of the customers who buy the products have
been stated. Through this study we are trying to analyze the various factors that
may be responsible for the preference of Coca-Cola products.

37 | P a g e
 Sources of Data:

The data has been collected from both primary as well as secondary sources.

Primary Data:

The primarydata has been collected simultaneously along with secondary data for meeting the
established objectives to provide the solution for the problem identified in this study.

"Project Report on Coca-Cola Company and study of customer preference for Coca-Cola
brands with reference to Coca-Cola India"

The methods that have been used to collect the primary data are
Coca-Cola
Questionnaire
Personal Interview
Secondary Data:
It is defined as the data collected earlier for a purpose other than one currently being used

As a researcher I have scanned lot of sources to get an access to secondary data which have
formed a reference base to compare the research findings. Secondary provided an insight and
forms an outline for the core objectives establish

38 | P a g e
 The various sources of secondary data used for this study are
News papers
Magazines
Text books
Marketing reports of the company
Internet.

RESEARCH MEASURING TOOLS & TECHNIQUES

The primary tool for the data collection used in this study is the respondent's response to the
questionnaire given to them. The various research measuring tools used are:

Questionnaire. Personal interview.

Tables.
Percentages.
Pie-charts.
Bar-charts.
Column charts.

SAMPLING DESIGN

An integral component of a research design is the sampling plan. Especially it addresses three
questions: Whom to survey (sample Unit), how many to survey (Sample Size) and how to
select them (sampling Procedure). Making the census study of the entire universe will be
impossible on the account of limitations of time and money. Hence sampling becomes
inevitable. A sample is only his portion of population. Properly done, sampling produces
representative data of the entire population.

39 | P a g e
 SAMPLE SIZE

i. Through questionnaire 150 respondents.

ii. Through personal interview 27 respondents.

SAMPLING TOOL

Tools in research are the statistical methods of collection, analysis, interpretation, presentation,
and organization of data. Statistics provides numerous tools and techniques to analyze the data
and interpret the results of the analysis.

Questionnaire was used as a main tool for the collection of data, mainly because it gives the
chance for timely feedback from respondents. More over respondents feel free to disclose all
necessary detail while filling up a questionnaire. Respondents seeking any clarification can
easily be sorted out through tool

Sampling Tools Respondents Number

Questionnaire Customers 150

Personal Interview Customers 27

Total 177

40 | P a g e
 LIMITATIONS OF THE STUDY

The main purpose of this study is got idea about the preference of the customers towards
various Coca-Cola products. But there are certain factors which affects this study they are as
follow

Since the sampling procedure was judgmental, the sample selected may not be true
representative of the population

Economic and market conditions are very unpredictable (Present and future).
The project duration is limited to 4 weeks so it limits the area of study.

41 | P a g e
 Chapter 5
DATA ANALYSIS
AND

INTERPRETATION

42 | P a g e
 1. Consumption of Coca-Cola according to age and gender.

From below given figure we can comprehend that more than 90% of total respondents belong
to the age group of 20-30. This is because most of the consumers that prefer or consume Coca-
Cola products belong to this age group. About 6% belong to age group below 20 and 3% belong
to age group of 30-40. Form Fig, we come to know that the gender ratio of the total respondents
is almost 2:1 (male: female).

Chart Title
140

120

100

80

60

40

20

0
Below 20 20-30 30-40 40-50 Above 50

43 | P a g e
 2. Do you drink soft drinks?

Responses No. of response

Yes 100

No 50

Response

No
50

Yes

From above graph we interpret that about 100 respondents of the total respondents say yes to
soft drinks and about 50 respondents say no to soft drinks.

44 | P a g e
 3. How often do you have soft drinks per week?

Week Days Responses

Once a Week 33
Twice a Week 31
Thrice a Week 21
Everyday 24
Rarely 41

From above graph we interpret that from about 33 of the total respondents consume soft drinks
once a week. About 31 respondents consume soft drinks twice a week. 21 consumes soft drinks
thrice a week. 24 consumes soft drinks everyday and 41 consumes rarely.

45 | P a g e
 4. What drink comes to your mind when you think of soft drinks?

Products Response
Coca-Cola products 108
Pepsi products 92

Pepsi products

Coca-Cola products

0 20 40 60 80 100 120

From above graph we interpret that from about 108 of the total respondents consume Coca-
Cola. About 92 respondents consume Pepsi.

46 | P a g e
 5. What quantity do you usually prefer to buy?

Quantity Responses

200-250 ml 90

300-500 ml 40

1-2 liter 20

QUANTITY

1-2 litre

300-500 ml

200-250 ml

0 10 20 30 40 50 60 70 80 90

From the above graph we interpret that about 20 respondents out of total respondents consume
200-250 ml Cola, about 40 respondents consume 300-500 ml and 20 respondents consume

1-2liter Coca-Cola.

47 | P a g e
 6. What do you feel about Coca-Cola product range?

Product range Responses

Excellent 60

Good 80

Satisfactory 10

Bad 0

PRODUCT RANGE

Bad

Satisfactory

Good

Excellent

0 10 20 30 40 50 60 70 80

From the above graph we interpret that about 60 respondents out of total respondents range the
product in excellent category, 80 respondents out of total respondents says the product is good,
about respondents says the product is satisfactory.

48 | P a g e
 7. What occasions do you prefer to buy Coca-Cola products?

Occasions Responses

Festivals 20
Picnics 10

Cinemas 26
Parties 40

Just like that 54

Occasions for consumption

Just like that

Parties

Cinemas

Picnics

Festivals

0 10 20 30 40 50 60

From the above graph interpret that on festivals about 20 respondents out of total respondents
consume Coca-Cola, about 10 respondents on picnics, about 26 respondents consume while
watching movies in cinemas, about 40 respondents consume Coca-Cola in parties and 54
respondents consumes just like that.

49 | P a g e
 8. What is your most preferred channel for purchasing Coca-Cola products?

Distributing Responses

channels
Supermarket 25

Retails 90

Vendor machines 10

Pubs & Restaurants 20

120

100

80

60

40

20

0
Supermarket Retails Vendor Machines Pubs & Restaurants

From the above data, we have ascertained that preferred portal for purchase of Coca-Cola
products is the supermarket and retail shops i.e. 61 %. This is probably because not all
communities in India have supermarkets and other purchasing channels present nearby,
whereas, we can find retail shops in every corner. 19% prefer to purchase from Supermarkets
and Vendor machines 20% prefer to purchase from Pubs, Restaurants and Multiplexes."
50 | P a g e
 9. How much do you spend on Coca-Cola products per week?

Amount spend per Responses

week
50-100 100
100-150 30
150-200 10

Above 200 10

120

100

80

60

40

20

0
50-100 100-150 150-200 Above 200
Axis Title

51 | P a g e
 From the above data we interpret that 100 respondents spend 50-100 per week,
about 30 respondents spends 100-150 per week, about 15 respondents spends
150-200 per week and 5 respondents spend above 200 per week on consumption
of Coca-Cola.

52 | P a g e
 10. What kind of products do you want Coca-Cola to introduce in the future?

Products Responses
Fizzy Drinks 50

Fruit Drinks 45
Energy Drinks 50
Alcoholic Drinks 5

60

50

40

30

20

10

0
Fizzy Drinks Fruit Drinks Energy Drinks Alcoholic

From the above data we interpret that 50 respondents out of total want fizzy
drinks,

45 respondents want fruit drinks, 50 respondents want energy drinks and 5

respondents want alcoholic drinks to be introduced in future by Coca-Cola.

53 | P a g e
 Chapter 6
CONCLUSION
AND
SUGGESTIONS

54 | P a g e
 CONCLUSION

Though there were certain limitations in the study that was conducted. The sample allowed
for some conclusions to be drawn on the basis of analysis that was done on the data collected.
The data has clearly indicated that Coca-Cola products are more popular than the products of
Pepsi mainly because of its TASTE. BRAND NAME INNOVATIVENESS and
AVAILABILITY, thus it should focus on good taste so that it can capture the major part of
the market. The study also indicated that the consumers are
satisfied with the Coca-Cola products and purchase them
without any specific occasions.

In today's scenario, customer is the king because he has got

various choices around him. If you are not capable of
providing him the desired result he will definitely switch
over to the other provider. There for to survive in this
cutthroat competition, you need to be the best. Customer is
no more loyal in today's scenario, so you need to be always
on your toes.

The company has positioned itself distinctively in the minds

of their consumers for over a decade now becoming the
world’s top selling company on diet beverages.
Recognizing that some consumers prefer no calories
beverages with Coca-Cola original taste, the company can
introduce new product line that will include green tea drink and organic milk to cater for this
category of customers. In this regard, the Coca-Cola will therefore invest in research and
development on better strategies of continually improving the quality of the products and
increasing the market share in comparison with their competitors.

55 | P a g e
 SUGGESTIONS

The suggestions made in this section are based on the market study conducted as part of
"Coca-Cola India". The suggestions are arranged in order of priority, highest first

 Perform a detail demand survey at regular interval to know about the unique needs and
requirements of the customer.
 The company should make hindrance free arrangement for its customers retailers to
make any feedback or suggestions as and when they feel.
 The company should focus to bring some more flavors like health drinks and other low-
caloric offerings, Coca-Cola India can also introduce some fruit based drinks, as it has
already entered the energy drink arena with ―Burn‖.
 Coca-Cola's distribution channel is mostly through retail Whereas the competitors also
concentrates more on the multiplexes pubs and restaurants Coca-Cola should try to
increase their distribution in these areas.
 The company must keep a watch on its primary competitors in market in order to be
able to compete with them.
 The company should use new attractive system of word of mouth advertisement to keep
alive the general awareness in the whole market as a whole
 The company should be always in a position to receive continuous feedback and
suggestions from its customers consumers as well as from the market and try to solve
it without any delay to establish its own good credibility.
 A strong watch should be kept on distributors so that the goodwill of the BRAND
doesn't get affected.

56 | P a g e
 Chapter 7
ANNEXURE

57 | P a g e
 Bibliography

Books

 Marketing Management: Philip Kotler

 Research Methodology: Kothari

Websites

 https://www.aha.io/roadmapping/guide/marketing-strategy

 https://www.oberlo.in/ecommerce-wiki/branding

 https://www.citeman.com/6-branding-decisions.html

 https://simple.wikipedia.org/wiki/Coca-Cola

 http://www.thecoca-colacompany.com/

 http://www.wikiinvest.com/

58 | P a g e
 QUESTIONNAIRE

NAME
GENDER:
a) Male b) Female
Do you drink Soft drinks?
a) Yes b) No

How often do you have soft drinks per week?

a) Once a week

b) Twice a week

c) Thrice a week

d) Everyday

e) Rarely

What drink comes to your mind when you think of soft drinks?

a) Coca-Cola

b) Pepsi

c) Other products of Coca-Cola

d) Other products of Pepsi

e) Other drinks

59 | P a g e
 \

What quantity do you usually prefer to buy?

a) 200-250 ml Glass bottle

b) 300 ml Can

c) 500 ml Pet bottle

d) 1 liter

e) 2 liter

What do you feel about Coca-Cola product range?

a) Excellent

b) Good

c) Satisfactory

d) Below Satisfactory

e) Bad

What occasions do you prefer to buy Coca-Cola products?

60 | P a g e
 a) Festivals

b) Picnics

c) Parties

d) Cinemas

c) Just like that

What is your most preferred channel for purchasing Coca-Cola products?

a) Super markets

b) Retails

c) Vendor Machines

d) Pubs & Restaurants

e) Multiplexes

61 | P a g e
 How much do you spend on Coca-Cola products per week?

a) 50-100

b) 100-150

c) 150 200

d) Above 200

What kind of products do you want Coca-Cola to introduce in the future?

a) Fizzy Drinks

b) Fruit Drinks

c) Energy Drinks

d) Alcoholic Drinks

62 | P a g e