Professional Documents
Culture Documents
Introduction:
The project is an extensive report on how the Coca CoIa company markets its strategies and how the company
has been able in tackling the present tough competition and how it is cooping up by the allegations of the quality of its
products. The report begins with the history of the soft drinks and the introduction of the coca -cola company. This
report also contains the basic marketing strategies that are used by the coca-cola company of employing namely
pricing, sales promotion, advertising policies and distribution policies. The report includes some of the key salient
features of financial issues.
The coca cola company faces an immense competition by its rival company i.e. the Pepsi cola. The Pepsi cola hold
the number one slot followed by the coca cola. Both companies copy or invent new strategies of each other.
Number of Pages of Project Report:54
Package IncIudes: Project Report
Project Format: Document (.doc)
TabIe of Contents of Project Report:
1. Executive Summary
2. Research Methodology
3. ntroduction
- Definition of Soft Drink
- History of Soft Drinks in ndia
- Profile of Coca-Cola both abroad and ndia
4. Brand Profile
5. Global Scenario
6. ndian Scenario
7. Major players in ndia
8. Consumption
9. Details about the pesticide contains in colas.
10. Financial position of the coca cola company
11. Analysis and findings
12. Conclusion
13. Limitations of the market research
14. Problems faced
Marketing Strategy for Coca CoIa Company Ltd
Introduction:
The Objectives of the Project Report:
Research Question: Evaluating the factors for success of Coca CoIa Co. as the number one beverage brand in the
world.
Objectives:
- Evaluating the Marketing Strategy for Coca CoIa Co.
- Studying Coca CoIa The Brand
- Coca CoIa operations in ndia
This report looks at gIobaI marketing strategy of Coca CoIa and also the GIobaI Brand Strategy of Coca CoIa.
Through SWOT anaIysis try to analyze strengths and weaknesses of Coca CoIa Co.
Global Strategy of Coca Cola:
Consumers will have different experiences, given their personal references and location. The Coca-Cola Company is
adjusting its approach so that it can tap into these differences and provide the appropriate marketing activities and
beverages to connect with consumers.
ts "think local, act local approach to marketing allowed adopting communications to fit local circumstances. Coca-
Cola Company wants to provide consumers with beverages to fit their different life styles and life stages.
CEO Douglas Daft said "n the past Coke succeeded as it appealed to global commonalties. n the future there is a
need to understand and appeal to local differences.
- Firstly he replaced practically all of Coca-Cola's senior management in Europe with local executives. By placing
more responsibility and accountability in the hands of local managers who are closest to the local consumer.
- "Coca Cola flourishes when our people are allowed to use their insight to build the business in ways best suited to
their local culture and business conditions. Efforts were made to give freedom to local managers to act according to
the local conditions.
- Draft believed that it was essential to build the core of the business on the strength of the brand. Also it was
important to relate to people.
- n Brussels, hostesses go to discos and hand out free Coke to teenagers having alcohol to demonstrate pleasure of
a Coke break. This was possible by the insights of local marketing managers of Coke who knew that Belgians are
party animals management in Atlanta would not know this. This is a good example of how the new localization was
working.
Number of Pages of Project Report: 61
Package IncIudes: Project Report
Project Format: Document (.doc)
TabIe of Contents of Project Report:
1. Objectives and introduction
2. Methodology
3. Conceptual framework
- Branding
- Brand Vision
- Brand Value
- Brand Equity
- Brand Positioning
- The Five Principles of Effective Positioning
4. Coca Cola
- History of Coca Cola
- The Coca Cola Company
- Marketing strategy of Coca Cola (Global Strategy)
- Coca Cola The Brand
- s Coca-Cola is Global Brand?
- Coca Cola in ndia
- Problems for Coca Cola
5. Analysis & Findings
6. SWOT Analysis
7. Annexure
- A1: The Global Brands Score Card
- A2: Product Line of Coca-Cola Company
8. Bibliography
Marketing Strategy of Different Soaps
Introduction:
The major players are : HLL (Hindustan Lever Ltd.), P&G ndia Ltd., Nirma Ltd, Godrej, etc. The soaps industry is a
mature industry and growing at an average rate of around 5-6% per annum, by volume and is expected to increase
its rate of growth to around 7-8% in the next couple of years.
Under soaps the industry falls into two segments: Laundry and Toilet soaps. But there we will concentrate on the
brands of toilet soaps as the laundry soaps are preserved for the small scale industries apart from a few like OK &
501. For toilet soaps the growth rate has been around 4-5% per annum, the average per capita consumption of toilet
soaps is 470 gms a year.
The toilet soaps segment has faced a shortage of industrial oil, the basic raw material. There is an approximate gap
of 2 lakh tonnes. But the gap is now bridged through imports caustic in excise duty on the soaps it he industry
expects the demand to increase and the industry to grow.
n tune of the increased disposable incomes of both the urban and the rural population the industry has witnessed
aggressive promotion of its premium brands, which has benefited the industry. This is the fastest growing segment in
the toilet soaps, the market of which grew at 15% in the while the larger manufacturers are engaged in major media
battles in their bid to increase market share, the smaller producers are also trying for a price of the cake through
mostly regional marketing efforts.
The measure of quality in toilet soaps is the proportion of TFM. (Total fatty matter) this is the Essence of the soap.
Market source says that the belief on high TFM content related to quality may have held in the past but today efforts
TFM content in soaps, that should nonetheless wash well and be soft on the skin. This he says is because a lot of
TFM gets washed off without being active and increase that if this were the case why is that premium soaps have
TFM upward of 70%.
ndeed innovation has encompassed product. Forms as well company's have products that could once be found only
on in hand up squeeze tubes not to mention liquid soaps in pump raising the consumers outlay on personal hygiene
is vast even where usage penetration is high. n village heat and dust is reason enough to press on. Most soap
marketers are busy making the best, of what they can overall a sharpened consumer focus has meant better
corporate performance.
Number of Pages of Project Report:50
Package IncIudes: Project Report
Project Format: Document (.doc)
TabIe of Contents of Project Report:
1. ntroduction
2. ndustry Trend & Existing Major Players
- HLL (Hindustan Lever Ltd.)
- P&G ndia Ltd.
- Nirma Ltd
- Godrej
3. Market segmentation
Price - Benefit Segmentation 2006
Price - Benefit Segmentation 2008
4. Marketing Strategy of different brands
- Lifebuoy Gold
- Rexona Olive
- Breeze
- Hamam
- Nirma beauty Soap
- Lux international
- Lifebuoy
- The Ads
7. Consumer Buying Approach for Soaps
Sample Questionnaire
List of Graphs
Graph of most important purchase factors
Graph of Brand association with various soaps
Graph of Brand Loyalty
Graph of Effect of sales promotions
Graph of Advertisement recall rate
Graph of trial rate for the brand
8. Research Analysis and conclusion
9. References Bibliography
Tourism Marketing in India
Introduction: Tourism is a human activity of great significance. t involves a temporary break from normal routine to
engage with experiences that contrasts with everyday life, with the mundane. Over the years, the definition of tourism
has undergone a change along with the historical changes. According to Himziker and Krapf tourism is "the sum of
the phenomena and relationships arising from the travel and stay of nonresidents, in so far as it does not lead to
permanent residence and is not connected to any earning activity.
With the increasing growth of tourism and its associated opportunities, the concept of marketing tourism in ndia
assumes a lot of significance.
Number of Pages of Project Report: 47
Package IncIudes: Project Report
Project Format: Document (.doc)
TabIe of Contents of Project Report:
1. Acknowledgement
2. Declaration
3. ntroduction
4. The ndian Scenario
5. Limitations of Study
6. Research Methodology
7. Role of Governments
8. Sub-Sectors of Tourism
9. Analysis and nterpretation
Charts:
- ndia Estimates and Forecasts
- ndian Travel & Tourism Total Demand
- ndian Market Share of South Asia Total Demand
- South Asia Travel & Tourism Total Demand
- ndian Market Share of World Total Demand
- World Travel & Tourism Total Demand
10. Hospitality
11. Ways to Market Tourism
12. Conclusion
13. Bibliography