ms project coca cola

8/2/2019 Ms Project Coca Cola

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Marketing strategy

of Coca-cola By

VeenaThota

Cynthia Rodrigues

Prachi Chitalia

Kiran Bhave



Introduction

Coca-Cola Company is a global

business enterprise and one of two mainsoft drink sellers in the world.



History

Coca-Cola was invented in May 1886 by

Dr. John S. Pemberton in Atlanta, Georgia.



Vision

People

Planet

Portfolio

Partners

Profit



Mission

To Refresh the World... in body, mind, and

spirit.

To Inspire Moments of Optimism......

through our brands and our actions.

To Create Value and Make a Difference...

everywhere we engage.



Values

Leadership Passion

Integrity

Accountability

Collaboration

Innovation Quality



Marketing Objective

The company has sales based objective

Increase the volume of sales up to the

maximum level as much as possible during the

fiscal year



C ore Brands in India

Coca-cola

Sprite

Fanta

Diet coke

Minute Maid



Market Analysis



S.W.O.T Analysis

Strength

Single established companyUnique procedures & Policies

Standard lead time for Delivery

Unique bottle shape

Superior Product Quality

No compromise on Quality

Better customer understanding ± Diet Coke



Weakness

Limitation of Resources

Finance

Infrastructure

Freezers , coolers , signage Boards

Distribution Channel

Formal structure of Rules & Regulations

Organization structure

Delay in decision makinfg



Opportunity

Increase in distribution Channel

Market Share

Decentralization of fixed policies

Threats Nestle / Pepsi

Taxes by Government



Marketing Environment

Forces that affect management

Divided into

Micro Environment

Macro Environment



Micro environment

Customers Awareness in 85%

In depth study of Customers

Consumer Market Includes household & Individual

Reseller MarketBuys Coke & sells with other products



Characteristics affecting Consumer Behavior

Social Factors

Includes family , groups of people & status

Personal Factors

Decision based on age , occupation & self concept

Psychological Factors

Decision based on motivation , perception

No intention to buy



Competitors

Only with Pepsi

Investment on R & D

Intermediataries

Help for distribution

Contract with Wendy Two distribution strategies

Direct

Indirect



Macro Environment

DemographicsSSR B ( Std size returnable ) ± Children

LR B ± ( Large size returnable ) ± Household

NRD ± ( Non returnable / disposable ) ± Travelling

PET ± ( 250 / 500 ML )Cans ± Status symbol

Cultural Factors

Musical events Food melas

Political factors

No major impact due to less import / export



Contd««

Economic Factors

Inflation have negative & positive manner

Social awareness Active participation in CSR activities

Education to poor children

Awareness for water conservation

Technological factors

Efforts for updated technology



Demand management

Need for desired level of demand Various strategies to generate demand

Competitive Environment

Direct competition ± Pepsi

Indirect Competition ± Coke

Supplier

QA assured



Advertising

Objective ± Reminder type Budget ± In line with competition

Strategy ± Clutter Buster

Media ± TV , FM , news paper



Marketing Growth

A company can

identify their

growth through the

product-market

expansion grid.



M arket Segmentation

Geographic

Demographic

Psychographic

Behavioral



T arget market

Diet coke: For weight consciousness people

Maaza: For kids and juice loving people

Sprite: For young people Thums-up: For confident, mature and uniquely

masculine attitude people

Fanta: For girls and ladies .



Market Positioning

Functional positioning strategy

Price

Quality Product Range



Market Share



Market Share World Wide

Sales

Coca Cola

Dite Coke

Pepsi

Others



Rural Marketing Strategy

Rural marketing strategy was based on three A's

Availability

Affordability Acceptability



Segmentation and Positioning

Strategy



M arketing-mix

It consist 4ps

Product

Price

Place

Promotion



P roduct Strategy

It consist of various brand packs and flavor

It¶s product strategy promotes all brands

available in the brand pack It also introduce the product in new flavor



Product Distribution

Supply chain of coca-cola

C & F agent

Distributor

Retailer

C ustomer



P ricing

To effectively achieve the stable balance

between sales and covering the production

cost

Company has priced the product same as

that of its major competitor of the market

leader



Sales Promotion

Top line promotion :

T.V ads

Banner Celebrity

Bottom line promotion :

Promotional schemes

Publicity material



Competitive Environment

Customers or Buyers

Substitutes

Rivals or Competitors :

Direct and Indirect Competitors

Buffering and Smoothing

Suppliers and New Entrants Competitors Advantage



Conclusion

Coca cola currently occupies the market

leadership position overall but it does not

guarantee that the company will sustain its

position in the future as well

ms project coca cola

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