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CONSUMERS PREFERENCE

TOWARDS COLD DRINKS

120 Years of120 Years of

InspirationInspiration

PRESENTED BY-AMRIT PRASAD.

PGDM-SS-A

ROLL NO-1093007

2009-11.


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The Coca-Cola Company

An Introduction


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)

.

Coca cola was

formulated in 1886 by Dr

John Pemberton aPharmacist in Atlanta

Georgia.


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Did You Know...Did You Know...

Coca-Cola sells more than

1 billion drinks a day and employsmore than 55,000 people

all over the world.


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)

The Coca-Cola system uses

24% of worlds aluminum cans

17% of worlds PET resin

31% of worlds HFCS

5% of worlds sugar

30% of worlds aspartame



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Coca-Cola is worlds No.1 soft

drink brand.

4 of top 5 Brands are owned by

the Coca-Cola Company.



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TCCC VisionTCCC Vision


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TCCC Mission

)

To refres

hth

e world. In mind, body and

spirit. To inspire

moments of optimism

through ourbrands and our

actions. To create

value and make adifference

everywhere we

engage.


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COMPETITORCOMPETITOR

THE BIGGEST

COMPETITOR OF COCA

COLA IS PEPSI


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OBJECTIVE OFOBJECTIVE OF

STUDYSTUDYTo find out to which extent merchandising assetsare being used by the retailers in promoting the

product of coca-cola

To find out Market demand of Coca Cola and

Thums up vis--vis Pepsi

To find out Market demand of Fanta vis--vis

Mirinda-O

To find out Market demand of Limca, Sprite vis--

vis Mirinda-L and 7up

To find out Market demand of Maaza vis--visSlice


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MARKETING STRATEGY OFMARKETING STRATEGY OF

COCA COLACOCA COLA

COCA COLA SALES CLUB

SCHEMES

ADVERTISING

PROMOTION THROUGH RESTAURANTSAND CINEMA HALL HOLDINGS

MERCHANDISING ASSETS

STRONG DISTRIBUTION NETWORK


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PRODUCTOF THE

COMPANY


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What on earth is this can?


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DISTRIBUTIONDISTRIBUTION

)

(i) Direct and Indirect

In direct distribution, the bottler partner direct

control over the activities of sales, delivery,

merchandizing and local account management.In indirect distribution, an organization which is

not a part of the coca-cola system has control of

one or more of the distribution elements (Sales,

Merchandizing and local accounts managements


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History


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RESEARCHRESEARCH

METHODOLOGYMETHODOLOGY

)

Research Plan:

Date sources: sources of information are as

follows:

Primary sources

Whos the primary source??

Retailers are the primary source.

Secondary sources collected secondaryinformation from Journals of Company, News

papers,Magazines.

Research Approach:

followed one approach to collect the

information

Survey contacted the retailers in the market

place to gather the relevant information.

Number ofRetailers contacted Around

100 Retailers.


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RESEARCH INSTRUMENTRESEARCH INSTRUMENT

&SURVEY AREA&SURVEY AREA

Survey Area: AGRA&GWALIORResearch instrument:

Researcher used questionnaire as his instrument for

conducting the survey.

Sampling Plan

Sampling unit Retailers

Sampling procedure- Simple Random Sampling

Procedure.

Contact Method

Researcher personally contacted the retailers.


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FINDINGSFINDINGS

Out of the sample size which has been

covered only 11 % of the shops had Pepsis

GSBs vis a vis to 14 % of Coca-Colas GSBs.

14 % of the sample size had the GSBs of both the major players of the soft drink

industry.

76% of the sample size didnt have any of the

GSBs displayed.


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Pepsi is on the top, shares the

demand of 39% from the market.

Coca-Cola seconds with the shares

of the demand of 39% from the marketbeating Thumps up with the

remaining 24%

MARKET DEMAND OF PEPSI AND

COCA COLA


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MARKETDEMAND OFMARKETDEMAND OF

ORANGE DRINKORANGE DRINK

Mirinda and Fanta are almost head to

head with 48% and 52% market demand.

Though Fanta is having 4% more share

than Mirinda Orange


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MARKETDEMAND OFMARKETDEMAND OF

MANGO DRINKSMANGO DRINKS

)

Slice and Mazza is almost head to

head with 52% and 48% market demand. Though Slice is having 4%

more share than Mazza.


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LIMITATIONSLIMITATIONS

POPULATION

DISTRIBUTATION

NON-COOPERATIONHESITATION

MISINTEPRETATION

S


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SWOT ANALYSISSWOT ANALYSIS

STRENGTH

GOOD REPUTATION

STRONG DISTRIBUTATION

MULTI BRAND STRATEGYNO-1 PLAYER

GOOD BRAND IMAGE


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WEAKNESSLESS NUMBER OF RETIALERS

LESS FORCE

NO PLANS FOR SETTING FOR UP

NEW PLANTS

OPPORTUNITIES

GROWING MARKET

INCREASING TREND OFCOLD DRINKS


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THREATS

THREATS FROM PEPSI

NO POLICY OF DISTRIBUTING

THE MERCHANDISING ASSETS OF

THE COMPANY.

EXPENSES ON ADVERTISEMENT


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RECOMMENDATIONSRECOMMENDATIONS

IMPROVETHE DISTRIBUTION OF2LT PACK AND TIN PACK

DECREASEDTHE LOAD OF THE

SALES MAN

FIXING THE WORKING HOURS OFTHE SALESMAN

TELL THE TRUTH

PROVIDING TRAINING TO THE

SALESMANPAYING PROPER ATTENTION TO

THE DECLINING DEMAND

BUILDING TRUST AND

RELAITIONSHIP


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BIBLIOGRAPHYBIBLIOGRAPHY

Name of the books used for thereference and their authors

1). Kotler, Philip, Marketing

Management.2). Kothari, C.R., Research

Methodology.

Time Education MagazineBusiness Today


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THANK YOU

amrit cocacola

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