Professional Documents
Culture Documents
Brand Image Coca Cola
Brand Image Coca Cola
Brand Image Coca Cola
TOPIC
Student declaration
Acknowledgement
Preface
Executive summary
Introduction
History of the company
Preparation of the soft drinks
Comparative arena
Product Profile
Objective of the study
Research Methodology
o Research design
o Objective of the study
o Data collection
Data Analysis
Swot Analysis
Conclusion
Limitation
Recommendation & Suggestions
Findings
Questionnaire
Bibliography
STUDENT DECLARATION
2
PREFACE
3
PREFACE
As an integral part of the course curriculum, all MBA students are
environment of an organization.
with the uncertainties and challenges, which are the part and parcel
of every organization.
4
ACKNOWLEDGEMENT
5
ACKNOWLEDGEMENT
gratitude.
My grateful thanks are also due to Mr. Atul Jain (Sales Manager,
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I am always beholden to my God, for always being with me and
you can do better.” But this project owes a great deal to it – and
so do I.
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EXECUTIVE SUMMARY
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EXECUTIVE SUMMARY
I have done two surveys, one is Route Ride Survey and another
cold drink is selling for example like Pan Shop, Tea Stall etc. and
also the average sale of the cold drink at that shop. I have also
and every retailers at every route and we have to check that all the
brands and packs of coke are visible or not or which one is visible
sell Pepsi in comparison with Coke. And the other problem is that
9
INTRODUCTION
10
INTRODUCTION
Hindustan Beverage Limited is a franchisee of Coca cola
soft drink and also interfere in the fields of food (Snacks). When
India left the ban from the international soft drink manufactures
coca cola was the fist company who joined Indian market with
That time COCA COLA have competition with only thumps UP.
They have joined Indian market with coke (cola) and fanta
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COLA & PEPSI. Both companies want to dominate each other in
They are the global sponsors of cricket world cup 1999 while the
coke was the official cold drink of wills world cup 1996. but
Indian market.
their business all over India. The most effective was with the
corporate and cultural events all over India, which help to create
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HISTORY OF COCA COLA
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HISTORY OF COCA COLA
Coca-Cola was formulated in 1886 by Dr. John Pemberton, a
773 million times every day and if all Coke ever produced
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The story of Coca-Cola is a story of a drink and its charm
with the consumer. The story of ecstasy and again that the drink
Coca cola for $ 2,300. The year after align with four
Five years later; the drink was being bottled on a regular basis
of the brand.
loyalty for the Health conscious drinker who loved the taste
but hated the calories. After this it came out with caffeine
and blare the news which is exactly what the company did
after 79 days.
1994, the real thing’s coke sold over 52.5 billion liters. For
the taste of it diet coke along with Coca-Cola light sold 8.5
billion liters, which makes it the world’s two top non cola
drinks sold over 6.5 billion liters each. Which sprite aimed
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at the independent youngster two does not care what as
here.
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A 100 YEARS OF THE CURVY
started 100 year ago by two men struck one of the most
Company owner Asia Candler a dollar for the right to bottle soft
signed the contract with White Head and Thomas any way,
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for Coca-Cola bottling Company. United Inc., said in telephone
fountain beverage.
popular”, Lovell said, “Mr. Candler did not see any future
one dollar for the right to bottle Coca-Cola, but legend has
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SOFT DRINK
MARKET IN
INDIA
22
SOFT DRINK MARKET IN INDIA
Today India is one of the most potential markets, with
market was only of 200 cases per year. This was very low
could touch 1 billion cases. All these factors are the reasons
for the entry two giant of the soft drink industry of the
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market share. Rest is shared by Cadbury’s Schweppes,
Campa Cola and other soft drink brands. But was the scene
same 20 years ago? The answer is No. 1970 was the year
and Limca).
to consumers.
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Soft drink is not a product, which a person plans to buy before
Campa Cola.
drink, Thums up, Parle the Gold spot people, launched it in 1978-
soft drink’s. market (share 33%) with its gold spot and Limca
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brands. Later Thums Up also started ‘Thums Up. At the same
time the threat to the Indian soft drinks was that of fruit
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COMPETITIVE ARENA
27
COMPETITIVE ARENA
The soft drink market all over the world has been witnessing a
Cola and Pepsi since the very beginning. The thirst quenchers are
scene in most of the soft drink markets in the world and enjoying
leadership in terms of market share. But the Coca Cola people are
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The two warriors are face to face once again here in India with
winner in India and has been able to get the pulse of the
India soft drink market. The soft drink giants are leaving on
competition has not come from Pepsi, but from the other
large on the visibility of its blue red and white logo. They
called Fountain Pepsi and has been enjoying a lead over its
rival there.
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Coca-Cola on the other hand, has been working on the
saying slow and steady wins the race’s side by retailing to every
drink market.
These cool merchants have put everything on fire. It Coke got the
with ‘Freedom to be’ and now the “Yeh Dil Mange More” when
blue.
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COKE’S
MARKETING
STRATEGIES
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COKE’S MARKETING STRATEGIES
Coke decides on its marketing strategies at a national
level and lends them a local flavor. For example, while festival
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Coke is focused on distribution to ensure that its products
are within customer’s reach. And it saves its focus has begun to
metros.
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COCA COLA
GLOBALIZATION
STRATEGIES
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COCA COLA GLOBALIZATION
STRATEGIES
The Coca-Cola Company is global player and approximately
beverage business.
investments.
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DISTRIBUTION IN THE COCA-COLA
SYSTEM
DISTRIBUTION
Management.
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I) DIRECT AND INDIRECT
account management.
accounts managements).
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Difference between a customer a n d c o n s u m e r s .
MERCHANDIZING
organized.
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PRESENTING THE PRODUCTS
Secondary Display
Coolers
Vending Machines
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PROMOTION : THE COCA-COLA WAY
Grocery shopping
Educational
At Work
THE 3A’S: -
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STRATEGIES FOR THE 3A’S
AVAILABILITY
system, marketing.
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AFFORDABILITY
ACCEPTABILITY
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THE IMAGE
The image is communicated all around the world in advertisement
on media such as newspaper, magazines, radio and televisions. The
list goes on..
However, image is much more just advertising every person
working within the coca-cola system is part of the image whether
one is involved in creating its advertising making its quality
products or selling merchandizing and distributing its beverage
their hard work and aptitude will say something to the people
about its product.
Coca-cola system flow chart
Raw material
Coca-cola Company
Bottler
Customer
Consumer
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PRODUCT PROFILE
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PRODUCT PROFILE
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OBJECTIVES OF
THE RESEARCH
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OBJECTIVES OF THE RESEARCH
b. Company advertising
d. Advertising policy
brands
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MARKET RESEARCH
given below.
Analyzing The
Information
Presenting The
Information
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RESEARCH METHODOLOGY
DESIGN OF STUDY
DATA REQUIREMENTS
1. Primary data
2. Secondary data
PROJECT AREA
Shastri Nagar
Sadar
Begam Bridge
Abu Lane
Meerut Cant
Lisari Road
Ganga Nagar
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RESEARCH OBJECTIVES
The main aim behind the dealers survey to know about the reach
the following pages with the help of their pictures we can easily
DESIGN USED
SAMPLING PLAN
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SAMPLING METHOD:
SOURCE
Personal interview
Questionnaire
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OBJECTIVE OF SECONDARY DATA:
brands
SOURCE
Personal interview
Questionnaire
Previous reports
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DETERMINING SAMPLE DESIGN :
we select only a few items from the universe for our study
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purposes. The items so selected constitute what is
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SIMPLE RANDOM SAMPLING
300 five digit random numbers are selected from the table.
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data can be collected by any one or more of the following
ways.
(I) BY OBSERVATION: -
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request to return after completing the same. It is the
information.
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PROCEES OF DATA COLLECTION
in questionnaire.
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a) CLEAR SIGN AGE : The signboard and the painting of the
outlet or not.
related products.
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f) VISIBILITY OF COCA COLA PRODUCTS IN
soft drinks.
Hajrat Ganj, Nisat Ganj, Alam Bagh, Sitapur Road and LDA
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MEANING OF PROJECT
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O: Operative: It is a process of performing various
member.
of works.
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DATA ANALYSIS
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DATA ANALYSIS
The soft drink market of India are by and large controlled and
governed by the two soft drink giant company, Coca cola and
Pepsi.
Different flavor and different packs are available form both the
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FLAVOUR COCACOLA PEPSI
1. Cola Thumsup, Coke Pepsi
2. Clear lemon Sprite Mountaindew, 7-up
3. cloudy lemon Limca Lemonmirinda
4. orange Fanta Mirinda
5. fruit juice Mazza Slice
6. soda Kinely Everess
7. Vanilla Vanillacoke No flavour
8. Water Kinely Aquafina
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STOCK OF COKE AND PEPSI IN OUTLETS
60% 1 1 2 2
60%
50%
40%
40%
30%
20%
10%
0%
Coke Pepsi
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% OF OUTLEST HAVING CLEAR SIGN BOARDS
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% OF OUTLETS HAVING WARM DISPLAY
No display
33% 6%
clear display
61%
partially display
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% OF OUTLETS HAVING COLD DISPLAY
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% OF OUTLETS HAVING ALL RANGE OF FLAVOURS
AND PACKS
12%
no range
88% ok
74
Advertising of coca – cola
3% 5% Hording
16%
T.V.
76% Radio
Pumplet
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NO. OF RETAIL COVERED (%)
15%
40%
20%
15%
10%
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SWOT ANALYSIS
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SWOT ANALYSIS
soft drink market, it has a rivalry, which is more than any other
crucial battle going on. This battle is in fact called the mother of
battle in Indian soft drink market. One of the major tools of this
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STRENGTHS
of products.
Pepsi.
6. Crate of coke is not attractive but also more safer for the
rainy season.
8. Coke has takeaway bottles which are not available with pepsi
11. Coke of 200ml . Has infact increased the overall sales of cola
marker.
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WEAKNESS
cracks slightly
4. The pet bottles of coke are not suitable for house hold use.
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OPPORTUNITY
1. The market growth rate is very high infact 30% per annum.
2. The brand name coke speak most highly i.e. coke is at the top
very heterogeneous.
coca segment.
5. Thumps up cans adopting the blue color has infact eaten the
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THREATS
bottles.
considerable as the time of peak season; the rates are Rs. 4/-
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PROBLEM
After visiting nearly 100 cutlets I found that there are some
1. The first and the major problem among the retailers are non-
very good. They do not have chairs and tables and in some
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CONCLUSION
85
CONCLUSION
Following are the certain conclusions from consumers survey.
3. Consumer likes only the aid of Miranda lemon they not want
6. But overall sale of all favors in near about equal Coca cola
have 51% of soft drink market while coke have 49% of share
market.
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LIMITATIONS
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LIMITATIONS
this study. Since the researcher has to find his study by his
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Since the research has been conducted on the human being who
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RECOMMENDATIONS
consumer’s survey:
something extraordinary.
Coca cola.
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SUGGESTIONS
display.
provided.
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EXECUTION OF PROJECT
DATA PROCESSING
FINDINGS:
findings into:-
Dealer’s profile:
Consumer’s profile:-
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QUESTIONNAIRE
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QUESTIONNAIRE
Name:
Address:
Telephone No.
7. Others
1. 10-20 2 20-30
3. 30-40 4. Above
Q-3 Among these how many carates are of coke and how many of
Pepsi?
1. Coke [ ] 2. Pepsi [ ]
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Q-4: Supply of Coke is regular/proper
a) Yes b) No
Pepsi b) Coke
Both d) None
a) Yes b) No
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Q-9: which Company provide better service
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BIBLIOGRAPHY
Third Edition(2002)
Second Edition(2001)
Ninth Edition(2002)
JOURNALS
Business today
India today
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NEWS PAPERS
Economic times
Business standards
Business week
WEB SITES:
www. Google.com
www. Coca-colaIndia.com
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