A summer internship PROJECT

REPORT ON current position and

marketing strategies of
COCA-COLA COMPANY
INTRODUCTION TO COCA-COLA
Coca-Cola, the product that has given the world its best-known
taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola
Company is the worlds leading manufacturer, marketer and
distributor of non-alcoholic beverage concentrates and syrups,
used to produce nearly 400 beverage brands. It sells beverage
concentrates and syrups to bottling and canning operators,
distributors, fountain retailers and fountain wholesalers. The
Companys beverage products comprises of bottled and canned
soft drinks as well as concentrates, syrups and not-ready-to-drink
powder products. In addition to this, it also produces and
markets sports drinks, tea and coffee. The Coca- Cola Company
began building its global network in the 1920s. Now operating in
more than 200 countries and producing nearly 400 brands, the
Coca-Cola system has successfully applied a simple formula on a

A BRIEF INSIGHT - THE FMCG

INDUSTRY IN INDIA
Fast Moving Consumer Goods (FMCG),
also known as Consumer Packaged Goods
(CPG) are products that have a quick
turnover and relatively low cost.
Consumers generally put less thought into
the purchase of FMCG than they do for
other products.

HISTORY OF COCACOLA
HISTORY OF COCA-COLA
The prototype Coca-Cola recipe was
formulated at the Eagle Drug and Chemical
Company, a drugstore in Columbus, Georgia
by John Pemberton, originally as a coca wine
called Pemberton's French Wine Coca. He
may have been inspired by the formidable
success
of
Vin Mariani,
a
European
cocawine.

GLOBAL MARKET SHARE OF

COCA-COLA

Research methodology-:
Objectives-:
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 globally as well as

locally. This would help us identify areas of potential growth.

The study was aimed to perform Market Analysis of Coca-Cola Company
which ultimately makes its marketing strategies.


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.

RESEARCH DESIGN
A research design is the specification of
methods and procedures 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 procedure.
There are three types of objectives in a
marketing research project:Exploratory Research.
Descriptive Research.
Casual Research.

SOURCES OF DATA
The data has been collected from both primary as well as
secondary sources.
SECONDARY DATA:It is defined as the data collected earlier for a purpose other than
one currently being pursued.
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 data in this study has provided an
insight and forms an outline for the core objectives established.
The various sources of secondary data used for this study are:News papers.
Magazines.
Text books.
Marketing reports of the company.
Internet.

PRIMARY DATA:The primary data has been collected

simultaneously along with secondary
data for meeting the established
objectives to provide the solution for the
problem identified in this study.
The methods that have been used to
collect the primary data are:Questionnaire.
Personal Interview.

RESEARCH MEASURING
TOOLS & TECHNIQUEs
The primary tool for the data collection used in this study
is the respondents 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.
SAMPLE SIZE:Through questionnaire 150 respondents.
Through personal interview 27 respondents.

SAMPLING TOOL:Questionnaire was used as a main tool for

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

LIMITATIONS OF THE STUDY:The main purpose of this study is get 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.

The study was confined to Amritsar due to which the result

cannot be applied universally.

SWOT ANALYSIS OF
COCA-COLA INDIA
Strengths-:

PRODUCTS OF COCACOLA INDIA

COke
In India Coke was leading soft drink till 1977
when Government policies necessitated its
departure. Coca-Cola made its return to the
country in 1993 and made significant
investments to ensure that the beverage is
available to more and more people, even in
remote and inaccessible parts of the nation.

coke

LIMCA:Limca was introduced in 1971 in India.

Limca has remained unchallenged as
the No.1 sparkling drink in the cloudy
lemon segment. Even Pepsico launched
their lime soda named mirinda.

PURCHASING PORTAL PREFERENCE:

From the above data, we have ascertained
that preferred portal for purchase of CocaCola products is the retail shops i.e. 58%.
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. 23%
prefer to purchase from Pubs, Restaurants
and Multiplexes.

SOFT DRINK PREFERENCE:

From the above graph we interpret
that about 70% of the
respondents, prefer consuming
Coca-Cola product over Pepsi and
other drinks. This clearly states
why Coca-Cola is market leader
with almost 60% of market share.
23% prefer Pepsi Products and
only 75 prefer other drinks.

Strategies of coca cola india-:

1)Recently coca cola took a decision to
launch 350ml packaging at rs.20. reason
behind this is mere welfare of its customers
because retailers over-charge them with
rs.20 instead of rs.15 for 300ml soft drink.
2)Coca cola india is going to start a new
plant in industrial complex sidco(j&k).the
foremost reasons behind this are-:
(a)Tax concessions-:because j&k
government refunds 33% vat.(indirect
tax)formely known as sales tax.
(b)availability of manpower at minimum
Remuneration.Because,here cost of living is
comparatively low.

3) go rural -: coca cola by following pepsicos

strategies is planning to spend more
advertising expenses in rural areas.becuse
people living in rural areas are mostly
illetrate .so, marketers persuade them
easily .and to sell more and more agencies
they offer higher margin than competitor s
products. Which ultimately rise sales.actually
in many Indian regions coca cola is not yet
tasted .so, its Indian chairperson is deciding
to distribute its sample in those areas.
4)coca cola is going to make india as a 5th
largest country from 6th largest in terms of
its revenue by investing rs.30000 crore.

Suggestions-:
Perform a detail demand survey at regular interval to know
about the unique needs and requirements of the customer.

The company should focus to bring some more flavors like

health drinks and other low-calorie offerings.

Coca-Colas 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

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 todays 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.
Therefore to survive in this cutthroat competition,
you need to be the best. Customer is no more loyal