project report on coca cola.doc

8/17/2019 project report on coca cola.doc

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PROJECT

REPORT

ON

SUBMITTED TO:- SUBMITTED BY:-

Mrs. SHIPRA KHANNA JASMEEN &

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(Assistant Profssor! A"TAR

#$HITKARA UNI"ERSITY%

TABE O' $ONTENTS

S.NO TOPI$S PAES

1 Introduction 1 - 3

2 History 4 - 7

3 Organizational Structure 8 - 10

4 SWOT Analysis 11 1!

! "inancial Status o# T$e "ir% 1& - 17

& 'ar(eting Strategy O# T$e )o%*any 18 - 23

7 'ain )o%*etitors O# T$e )o%*any And T$ere Strategies 24 33

8 Suggestions And +eco%%endations 343!

, Su%%ary 3&

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10 +e#erences 37

A$KNO)EDEMENT

T$is *roect re*ort could not $a.e /een ritten it$out 'rs S$i*ra ($anna $o encouraged

and c$allenged %e t$roug$ %y acade%ic *rogra% S$e ne.er acce*ted less t$an %y /est

e##orts T$an( you

W$at is collected in t$is *roect are %aterials t$at I #ound in articles or in /oo(s I %a(e no

clai% to /e co%*re$ensi.e

A s*ecial t$an(s to t$e Aut$ors %entioned in t$e re#rences *age Wit$out you t$is guide/oo(

ould

Ha.e ta(en years o## %y li#e $ic$ I dont $a.e %any to s*are5

'ost es*ecially %y #riends ot$erise i ont /e a/le to e6*ress $at

I oe t$e% #or t$eir encourage%ent %e to co%*lete t$is *roect

And es*ecially to od $o %ade all t$ings *ossi/le

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INTRODU$TON

et reason go /e#ore e.ery enter*rise And counsel /e#ore e.ery action +esearc$ is a $u%anacti.ity /ased on intellectual in.estigation and is ai%ed at disco.ering inter*reting and

re.ising $u%an (noledge on di##erent as*ects o# t$e orld

MARKETIN RESEAR$H :-

'ar(eting researc$ is t$e #unction t$at lin(s t$e consu%er custo%er and *u/lic to t$e %ar(eter

t$roug$ in#or%ation used to identi#y and de#ine %ar(eting o**ortunities and *ro/le%s9

generate re#ine and e.aluate %ar(eting actions9 %onitor %ar(eting *er#or%ance9 and i%*ro.e

understanding o# %ar(eting as a *rocess 'ar(eting researc$ s*eci#ies t$e in#or%ation re:uired

to address t$ese issues designs t$e %et$ods #or collecting in#or%ation %anages and

i%*le%ents t$e data collection *rocess analyzes and co%%unicates t$e #indings and t$eir

i%*lications

-A%erican 'ar(eting Association

'ar(eting researc$ is a/out researc$ing t$e $ole co%*anys %ar(eting *rocess

-;al%er 20005

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INTRODU$TION TO $O$A-$OA

)oca-)ola t$e *roduct t$at $as gi.en t$e orld its /est-(non taste as /orn in Atlanta

eorgia on 'ay 8 188& )oca-)ola )o%*any is t$e orlds leading %anu#acturer %ar(eter

and distri/utor o# non-alco$olic /e.erage concentrates and syru*s used to *roduce nearly 400

/e.erage /rands It sells /e.erage concentrates and syru*s to /ottling and canning o*erators

distri/utors #ountain retailers and #ountain $olesalers T$e )o%*anys /e.erage *roducts

co%*rises o# /ottled and canned so#t drin(s as ell as concentrates syru*s and notready- to-

drin( *oder *roducts In addition to t$is it also *roduces and %ar(ets s*orts drin(s tea and

co##ee T$e )oca- )ola )o%*any /egan /uilding its glo/al netor( in t$e 1,20s ;ro.ide a %o%ent o# re#res$%ent

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#or a s%all a%ount o# %oney- a /illion ti%es a day? T$e )oca-)ola )o%*any and its netor(

o# /ottlers co%*rise t$e %ost so*$isticated and *er.asi.e *roduction and distri/ution syste% in

t$e orld 'ore t$an anyt$ing t$at syste% is dedicated to *eo*le or(ing long and $ard to sellt$e *roducts %anu#actured /y t$e )o%*any T$is uni:ue orldide syste% $as %ade T$e

)oca-)ola )o%*any t$e orlds *re%ier so#t-drin( enter*rise "ro% @oston to @eiing #ro%

'ontreal to 'osco )oca- )ola %ore t$an any ot$er consu%er *roduct $as /roug$t *leasure

to t$irsty consu%ers around t$e glo/e "or %ore t$an 11! years )oca-)ola $as created a s*ecial

%o%ent o# *leasure #or $undreds o# %illions o# *eo*le e.ery day

T$e )o%*any ai%s at increasing s$areoner .alue o.er ti%e It acco%*lis$es t$is /y or(ing

it$ its /usiness *artners to deli.er satis#action and .alue to consu%ers t$roug$ a orldide

syste% o# su*erior /rands and ser.ices t$us increasing /rand e:uity on a glo/al /asis T$ey ai%

at %anaging t$eir /usiness ell it$ *eo*le $o are strongly co%%itted to t$e )o%*any .alues

and culture and *ro.iding an a**ro*riately controlled en.iron%ent to %eet /usiness goals and

o/ecti.es

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HISTORY

)oca-)ola originated as a soda #ountain /e.erage in 188& selling #or #i.e cents a glass

Barly grot$ as i%*ressi.e /ut it as only $en a strong /ottling syste% de.elo*ed t$at

)oca-)ola /eca%e t$e orld-#a%ous /rand it is today

*+,, T first ott/in0 a0r1nt

To young attorneys #ro% )$attanooga Tennessee /elie.ed t$ey could /uild a /usiness around

/ottling )oca-)ola In a %eeting it$ )andler @ena%in " T$o%as and Cose*$ @

W$ite$ead o/tained e6clusi.e rig$ts to /ottle )oca-)ola across %ost o# t$e Dnited State

s*eci#ically e6cluding .ic(s/urg5 -- #or t$e su% o# one dollar A t$ird )$attanooga layer

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Co$n T u*ton soon oined t$eir .enture

Birt of t 2onto3r ott/ (*,*4!

@ottlers orried t$at t$e straig$t-sided /ottle #or )oca-)ola as easily con#used it$

i%itators A grou* re*resenting t$e )o%*any and /ottlers as(ed glass %anu#acturers to o##er

ideas #or a distincti.e /ottle A design #ro% t$e +oot lass )o%*any o# Terre Haute

Indiana on ent$usiastic a**ro.al in 1,1! and as introduced in 1,1& T$e contour /ottle

/eca%e one o# t$e #e *ac(ages e.er granted trade%ar( status /y t$e DS ;atent O##ice

Today itEs one o# t$e %ost recognized icons in t$e orld - e.en in t$e dar(F

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Post-5ar 0ro5t(*,67s!

Guring t$e ar &4 /ottling *lants ere set u* around t$e orld to su**ly t$e troo*s T$is

#olloed an urgent re:uest #or /ottling e:ui*%ent and %aterials #ro% eneral Bisen$oerEs

/ase in


10/43

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=*st $nt3r>

T$e )oca-)ola /ottling syste% gre u* it$ roots dee*ly *lanted in local co%%unities T$is

$eritage ser.es t$e )o%*any ell today as *eo*le see( /rands t$at $onor local identity and

t$e distincti.eness o# local %ar(ets As as true a century ago strong locally /ased

relations$i*s /eteen )oca-)ola /ottlers custo%ers and co%%unities are t$e #oundation on

$ic$ t$e entire /usiness gros

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ORANI?ATION STRU$TURE O' $O$A $OA IN INDIA

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S)OT Ana/>sis of $o2a $o/a

STRENTH )EAKNESS

OPPORTUNITIES THREAT

STRENTHES: DISTRIBUTION NET)ORK

T$e )o%*any $as a strong and relia/le distri/ution netor( T$e netor( is #or%ed on t$e

/asis o# t$e ti%e o# consu%*tion and t$e a%ount o# sale yielded /y a *articular custo%er in onetransaction It $as a distri/ution netor( consisting o# a nu%/er o# e##icient sales%en 700000

retail outlets and 8000 distri/utors T$e distri/ution #leet includes di##erent %odes o#

distri/ution #ro% 10 tonne to o*en /ay t$ree $eelers t$at can na.igate t$e narro alleyays

o# Indian cities constantly (ee* )oca-)ola /rands a.aila/le in e.ery noo( and corner o# t$e

)ountrys re%otest areas

STRON BRAND IMAE

)o(e $as its $istory o# a/out %ore t$an a century and t$is *rolonged sustenance $as de#initely

added to t$e /rand i%age in t$e %inds o# t$e consu%ers and to its allet T$e *roducts

*roduced and %ar(eted /y )oca-)ola India $a.e a strong /rand i%age

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Strong /rand na%es li(e )oca-)ola "anta T$u%s u* i%ca and 'aaza add u* to t$e /rand

na%e o# )oca-)ola )o%*any as a $ole )oca )ola India #or t$e #irst ti%e $as co%e out it$

cor*orate ca%*aign in India targeting its sta(e$olders T$e %ulti%edia ca%*aign >ittle Gro*so# Coy is ai%ed at raising t$e cor*orate /rand i%age o# t$e co%*any $ic$ too( a $ea.y

/eating it$ a nu%/er o# contro.ersies it #aced in di##erent do%ains

T$e ne ca%*aign is a *art o# a co%*lete restructuring e6ercise in t$e Indian ar% o# t$is glo/al

c$ange )oca )ola recently announced its ne cor*orate strategy called t$e >! ;illar strategy

T$e co%*any $as identi#ied t$e ! *illars as

• J;eo*le

• J;lanet

• J;ort#olio

• J;artners

• ;er#or%ance

O) $OST O' OPERATIONS

In lig$t o# t$e co%*anys A##orda/ility Strategy )oca-)ola ent a/out /ringing a cost-#ocus

culture in t$e co%*any T$is included *rocure%ent B##iciencies t$roug$ #ocus on (ey in*ut

%aterials trade disci*line and control and *roacti.e ta6 %anage%ent t$roug$ ta6 incenti.es

e6cise duty reduction and creating %ar(eting co%*anies T$ese %easures $a.e reduced t$ecosts o# o*erations and increased *ro#it %argins

)EAKNESSES: HEATH $ARE ISSUES

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In India t$ere e6ists a %aor contro.ersy concerning *esticides and ot$er $ar%#ul c$e%icals in

/ottled *roducts including )oca-)ola In 2003 t$e )entre #or Science and Bn.iron%ent

)SB5 a non- go.ern%ental organization in


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T$e )o%*any can co%e u* it$ ne *roducts $ic$ are not %anu#actured a/road li(e 'aaza

etc and e6*ort t$e% to #oreign nations It can co%e u* it$ strategies to eli%inate a**re$ension

#ro% t$e %inds o# t$e *eo*le toards t$e )o(e *roducts *roduced in India so t$at t$ere ill /ea considera/le a%ount o# e6*orts and it is yet anot$er o**ortunity to /roaden #uture *ros*ects

and cater to t$e glo/al %ar(ets rat$er t$an ust do%estic %ar(et

HIHER IN$OME AMON PEOPE

Ge.elo*%ent o# India as a $ole $as lead to an increase in t$e *er ca*ita inco%e t$ere/ycausing an increase in dis*osa/le inco%e Dnli(e olden ti%es *eo*le no $a.e t$e *oer o#

/uying goods o# t$eir c$oice it$out $a.ing to orry %uc$ a/out t$e #lo o# t$eir inco%e

)oca-)ola )o%*any can ta(e ad.antage o# suc$ a situation and en$ance t$eir sales

THREATS: IMPORTS

As India is de.elo*ing at a #ast *ace t$e *er ca*ita inco%e $as increased o.er t$e years and a

%aority o# t$e *eo*le are educated t$e e6*ort le.els $a.e gone $ig$ ;eo*le understand trade

to a large e6tent and t$e de%and #or #oreign goods $as increased o.er t$e years

I# consu%ers s$i#t onto i%*orted /e.erages rat$er t$an $a.e /e.erages %anu#actured it$in t$e

country it could *ose a t$reat to t$e Indian /e.erage industry as a $ole in turn a##ecting t$e

sales o# t$e )o%*any

TA@ & REUATORY SE$TOR

T$e ta6 syste% in India is acco%*anied /y a .ariety o# regulations at eac$ stage on t$e

conse:uence #ro% *roduction to consu%*tion W$en a license is issued t$e *roduction ca*acity

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is %entioned on t$e license and e.ery ti%e t$e *roduction ca*acity needs to /e increased t$e

license *oses a *ro/le% +eneing or u*dating a license e.ery no and t$en is di##icult

T$ere#ore t$is can li%it t$e grot$ o# t$e )o%*any and *ose *ro/le%s

SO)DO)N IN RURA DEMAND

T$e rural %ar(et %ay /e alluring /ut it is not it$out its *ro/le%s= o *er ca*ita dis*osa/le

inco%es t$at is $al# t$e ur/an dis*osa/le inco%e9 large nu%/er o# daily age earners acutede*endence on t$e .agaries o# t$e %onsoon9 seasonal consu%*tion lin(ed to $ar.ests and

#esti.als and s*ecial occasions9 *oor roads9 *oer *ro/le%s9 and inaccessi/ility to con.entional

ad.ertising %edia All t$ese *ro/le%s %ig$t lead to a slodon in t$e de%and #or t$

co%*anys *roducts

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'inan2ia/ stat3s of t 2o1an>

) O )A )OA - + A TIO A < A SIS

200 200 200&

Inco%e State%ent

+e.enue

)ost o# oods

Sold Interest

B6*ense Ta6

B6*ense

Inco%e #ro% )ont O*erations


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S$ort Ter%

In.est%ents

Accounts

+ecei.a/le

In.entory

81L

0!L

1&0

L

! ,!7 & 423 ! ,&82 ,12 2 &7,

220 240

482! 403121& 204

Pro;32t D1an;s:

Sales

rot$

43

L

!2

L

+ecei.a/le ,7 104

;ro#it 'argin

+eturn on Assets

211

L

211

L

)urrent +atio 0,! 104

Ge/t to Total Assets

Ti%es Interest Barned

04

4

04

4

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Mar9tin0 Strat0is

Our local %ar(eting strategy ena/les )o(e to listen to all t$e .oices around t$e orld as(ing #or

/e.erages t$at s*an t$e entire s*ectru% o# tastes and occasions W$at *eo*le ant in a /e.erage

is a re#lection o# $o t$ey are $ere t$ey li.e $o t$ey or( and *lay and $o t$ey rela6 and

rec$arge W$et$er youEre a student in t$e Dnited States enoying a re#res$ing )oca-)ola a

o%an in Italy ta(ing a tea /rea( a c$ild in ;eru as(ing #or a uice drin( or a cou*le in Norea

/uying /ottled ater a#ter a run toget$er eEre t$ere #or you We are deter%ined not only to

%a(e great drin(s /ut also to contri/ute to co%%unities around t$e orld t$roug$ our

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co%%it%ents to education $ealt$ ellness and di.ersity )o(e stri.es to /e a good neig$/or

consistently s$a*ing our /usiness decisions to i%*ro.e t$e :uality o# li#e in t$e co%%unities in

$ic$ e do /usiness ItEs a s*ecial t$ing to $a.e /illions o# #riends around t$e orld and ene.er #orget it

STRATEIES O' ETTIN OAS I.E. #HIH PRO'ITS%

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To increase t$e *rice is t$e least t$ing $ic$ )o(e can ado*t T$ere are so %any ays t$roug$

$ic$ )o(e can increase t$e *ro#its So%e %aor ays are as #ollos

• olu%e can /e increased

• Interest le.el o# consu%ers

• To ta(e *art in energetic #esti.als

Ho5 to in2ras t o/31 of 2ons31rs

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)o(e can increase t$e .olu%e /y e6*anding t$e industry o# co(e T$roug$ ad.ertise%ents

o##ering di##erent interesting t$ings to attract *eo*le toards t$is *roduct

Ho to increase t$e interest le.el o# consu%ersP

)o(e is increasing t$e interest le.el o# consu%ers /y o##ering di##erent #la.ors

'or Ca1/ )o(e is increasing t$e nu%/er o# #la.ors in >"anta? t$is is one o# t$e *roduct o#

co(e T$roug$ o##ering di##erent #la.ors )o(e can increase t$e e.el o# consu%ers and t$roug$

t$is *ro#its can /e gained

Ho to ta(e *art in energetic #esti.alsP

)o(e is already ta(ing *art in t$e #esti.al li(e >@asant? since last 3 years )o(e o##ers di##erent

attracti.e t$ings in t$eir #esti.al and t$roug$ t$is )o(e gained $ig$ *ro#it and consu%*tion o#

co(e increased on t$ese occasions

And t$is year in t$is year 2002 *eo*le ere an6iously aiting t$at $at interesting t$ing co(e

is going to o##er

O3r Mission:

Our %ission declares our *ur*ose as a co%*any It ser.es as t$e standard against

$ic$ e eig$t our actions and decisions It is t$e #oundation o# our 'ani#esto

15 To re#res$ t$e orld in /ody %ind and s*irit

25 To ins*ire %o%ents o# o*ti%is% t$roug$ our /rands and our actions

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35 To create .alue and %a(e a di##erence e.ery$ere e engage

O3r "ision:

Our .ision guides e.ery as*ect o# our /usiness /y descri/ing $at e need to

acco%*lis$ in order to continue ac$ie.ing sustaina/le grot$

Po/: @eing a great *lace to or( $ere *eo*le are ins*ired to /e t$e /est t$ey can /e

Portfo/io: @ringing to t$e orld a *ort#olio o# :uality /e.erage /rands t$at antici*ate and

satis#y *eo*leEs desires and needs

Partnrs:


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I1ro; Mission Stat1nt:

15 At )oca )ola eEre co%%itted to ac$ie.ing /usiness and #inancial success $ile

lea.ing a *ositi.e i%*rint on society deli.ering $at e call ;er#or%ance it$

;ur*ose

25 Our %ission is to /e t$e orldEs *re%ier consu%er ;roducts )o%*any #ocused

on con.enient #oods and /e.erages We see( to *roduce #inancial reards to

in8.estors as e *ro.ide o**ortunities #or grot$ and enric$%ent to our e%*loyees

our /usiness *artners and t$e co%%unities in $ic$ e o*erate And in e.eryt$ing e

do e stri.e #or $onesty #airness and integrity

I1ro; "ision Stat1nt:

15 )oca cola )o res*onsi/ility is to continually i%*ro.e all as*ects o# t$e orld in

$ic$ e o*erate en.iron%ent social econo%ic creating a /etter to%orro t$an

today

25 Our .ision is *ut into action t$roug$ *rogra%s and a #ocus on en.iron%ental

steards$i* acti.ities to /ene#it society and a co%%it%ent to /uild s$are$older

.alue /y %a(ing )oca cola )o a truly sustaina/le co%*any

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PROMISE O' $OKE

T$e /asic *ro*osition o# our /usiness is si%*le solid and ti%eless W$en e /ring re#res$%ent

.alue oy and #un to our sta(e$olders t$en e success#ully nurture and *rotect our /rands

*articularly )oca-)ola T$at is t$e (ey to #ul#illing our ulti%ate o/ligation to *ro.ide

consistently attracti.e returns to t$e oners o# our /usiness

TARET MARKET

)o(es co%%ercials /asically /ased on young generations So t$e young generation is t$e

target %ar(et o# )o(e /ecause t$ey ant to re*resent )o(e it$ t$e yout$ and energy /ut t$ey

also consider a/out t$e old *eo*le t$ey ta(e t$en as a co-target %ar(et

MAJOR SEMENTS

'aor seg%ents are /asically t$ose *eo*le $o ta(e t$is drin( daily and t$ose areas $ere t$e

de%ands is $ig$er t$en t$e ot$er areas T$ere are so %any *eo*le $o ta(e t$is drin( daily and

t$ose *eo*le $o ta(e ee(ly and t$ose $o ta(e less o#ten are alays t$ere as ell So t$eir

/asic seg%ents are t$ose *eo*le $o ta(e t$is drin( regularly

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Mar9t $o1titors 2o1ititors an; tir strat0is

)o(es %aor co%*etitor is >;B;SI? and t$ere is no $esitation to say t$is /ecause e.ery one

(nos t$at and all t$e ot$er cold drin(s and ater co##ee tea is t$e co%*etitors

2,


30/43

Trats fro1 2o1titors

T$reats are ell *lanned ;rice is t$e %aor t$reat W$en *rice goes certain /eyond t$e e6act

*rice $et$er co%e don or go $ig$er its e##ects t$e consu%*tion o# so#t drin( @ecause $en

t$e *rice go $ig$er *eo*le go #or t$e su/stitute o# >co(e? ie ;e*si And $en *rice goes don

t$ey t$in( t$at t$ere is %ust /e so%e t$ing rong in it

In s$ort it all de*ends on custo%ers *erce*tion

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31/43

Tar0ts tat 5o3/; /i9 to attain:

B.ery organization runs on t$e /ases o# *ro#it %a6i%ization so )o(e is also loo(ing #or a $ig$

*ro#it %argin

T$ere are t$ree %aor ays o# %a(ing %oney

• O.er nig$t *ro#it

• Wind#all *ro#it

Or Ni0t Profits

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T$ey could /e o.er nig$t *ro#it t$at is #or t$e nu%/er 1 /rand #or t$e year T$is could /e got

%y increasingsales .olu%e

)in;fa// Profit

)an /e ind#all *ro#it T$ey are t$e e6tras *ro#it W$en t$e consu%*tion t$e consu%*tion is on

/oo% So

t$ere is di##erent (ind o# *ro#its

ECan;in0 tar0t 1ar9t

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33/43

In last 2 years )o(e $as co%e /ac( in aggressi.e %anner

•

)onsu%er $as c$oice

• Attracti.e /rand na%e

• @rand di##erentiating

$ons31r Has ot $oi2


34/43


35/43

co(e? and >;e*si? also $a.e /rand na%es

$o2a $o/as Bran;

)oca cola is >DS? /rand @ecause t$ey /elie.e in t$e toget$erness /eing *eo*le toget$er and

#riends are /eing toget$er )oca )ola strongly /elie.es t$at ;a(istani te%*era%ent is >DS? not

>'B?

Psis Bran;

3!


36/43

;e*sis /rand is /asically is /asically >'B? /randed T$ey use t$e te%*era%ent o# >'B? Incontrast to )o(e t$ey /elie.e on indi.idual struggle

THREATS AND OPPORTUNITIES 'OR PRI$E

Oort3nitis

I# )o(e is considered a lu6ury *roduct T$en t$ere is t$e ta6 rate syste%

1!L - sales ta6

20L - e6cise duty

27L - goes to go.ern%ent

03L - In %a(ing @udget

A#ter *aying all t$ese ta6es co(e $as to *ay electricity c$arges We $a.e to s*end on

distri/utions A#ter *aying all t$ese e6*enses )o(es %argin s:ueezed and consu%ers $a.e to

*ay #or increasing tari##s T$ese are t$e o**ortunities t$roug$ $ic$ e can increase t$e *rice

and can get *ro#its

Trats

T$ere are %uc$ %ore t$reats in increasing *rices @ecause sa%e *ro/le% o# su/stitute I# )o(e

increase t$e *rice lets say 1 ru*ee T$en *eo*le de#initely ont go #or co(e T$ey $a.e t$e /est

su/stitute o# )o(e t$at is ;e*si So t$ese are t$e t$reats in increasing *rices )o(e ill lose t$e

%argin o# its *ro#it and can #ace loss

3&


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MARKET POSITIONIN

37


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;roduct +ange

T$e total range o# )oca )ola co%*any in ;a(istan includes=

• )o(e

• S*rite

• "anta

• Giet )o(e

And co%*any o##ers t$eir *roducts in di##erent /ottle sizes t$ese includes=

38


39/43

• SS+@ standers size returna/le /ottle5

• +@ litter returna/le /ottle5

•


40/43

• )o%*any $as to concentrate on t$e #ruit /ased drin(s and add so%e %ore #ruit /ased drin(s

to t$e *roduct line

• T$e ;e*si )o%*any $as to increase t$e


41/43

• )oca )ola )o%*any s$ould try to e%*$asis %ore on *ro.iding t$eir in#rastructure in t$e

%ar(et to #acilitate t$eir custo%ers

• According to t$e sur.ey conducted /y t$e international #ir% ;a(istani *eo*le li(e little

/it seeter cola drin( So #or t$is coca cola co%*any s$ould *roduce t$eir *roduct

according to t$e local de%and

• 'ar(eting tea% s$ould try to increase t$e a.aila/ility o# )o(e in rural areas

• T$ey s$ould also #ocus t$e old *eo*le

•

)oca-)ola t$e *roduct t$at $as gi.en t$e orld its /est-(non taste as /orn in

Atlanta eorgia on 'ay 8 188& )oca-)ola )o%*any is t$e orlds leading

%anu#acturer %ar(eter and distri/utor o# non-alco$olic /e.erage concentrates and syru*s

used to *roduce nearly 400 /e.erage /rands It sells /e.erage concentrates and syru*s to

/ottling and canning o*erators distri/utors #ountain retailers and #ountain $olesalers )oca-

41


42/43

)ola as #irst introduced /y Co$n Syt$ ;e%/erton a *$ar%acist in t$e year 188& in Atlanta

eorgia $en $e concocted cara%el-colored syru* in a t$ree-legged /rass (ettle in $is

/ac(yard He #irst >distri/uted? t$e *roduct /y carrying it in a ug don t$e street to Caco/s;$ar%acy and custo%ers /oug$t t$e drin( #or #i.e cents at t$e soda #ountain )ar/onated

ater as tea%ed it$ t$e ne syru* $et$er /y accident or ot$erise *roducing a drin(

t$at as *roclai%ed >delicious and re#res$ing? a t$e%e t$at continues to ec$o today $ere.er

)oca-)ola is enoyed )oca-)ola originated as a soda #ountain /e.erage in 188& selling

#or #i.e cents a glass Barly grot$ as i%*ressi.e /ut it as only $en a strong /ottling

syste% de.elo*ed t$at )oca-)ola /eca%e t$e orld-#a%ous /rand it is today )oca- )ola as

t$e leading so#t drin( /rand in India until 1,77 $en it le#t rat$er t$an re.eal its #or%ula

to t$e o.ern%ent and reduce its e:uity sta(e as re:uired under t$e "oreign +egulation Act

"B+A5 $ic$ go.erned t$e o*erations o# #oreign co%*anies in India In t$e ne li/eralized

and deregulated en.iron%ent in 1,,3 )oca-)ola %ade its re-entry into India t$roug$ its

100L oned su/sidiary H))@; t$e Indian /ottling ar% o# t$e )oca-)ola )o%*any

'inute 'aid ;ul*y Orange introduced into India /y t$e )oca-)ola )o%*any A consu%er

sa%*ling in.ol.ing !! la($ *eo*le as conducted in a s*an o# 30 days across %aor cities in

order to gi.e t$e *roduct t$e re:uired %ar(eting *us$ and to recognize t$e *ros*ecti.e

consu%ers and t$eir o*inion in order to de.elo* and %ar(et t$e *roduct in a /etter ay in t$e

near #uture T$e %et$odology used in studying and understanding t$e *ercei.ed .ies o#

consu%ers toards t$e *roduct as KSA';I


43/43

• 555.t2o2a-2o/a2o1an>.2o1

• 555.n5s.2.2o.39

•

555.in;ia-srr.2o1• 555.1a0in;ia.2o1

• 555.2o2a-2o/ain;ia.2o1

• 555.5i9iinst.2o1

• 555.on=.nt

OTHERS

• Annual re*ort o# )oca-)ola 2008

• Annual re*ort o# )oca-)ola 200,

• Annual re*ort o# )oca-)ola 2010

project report on coca cola.doc

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