NAME- OMKAR DILIP KATKAR

ROLL NUMBER- 8517

CLASS- TYBMS- B MARKETING

SUBJECT- CUSTOMER RELATIONSHIP MANAGMENT

 Executive Summary

This report provides me a chance to study and the practical aspects of the topic Customer
Relationship Management at Coca-Cola. It enhanced my knowledge in the field of marketing.
This project also gave me the chance to improve logical thinking and interacting patterns.

This project high lightens the importance of Customer Relationship. This project also
highlights the attitude of customers and the Coca-Cola, The project deals with the various
aspects of marketing. The new customer relationship management of the company will develop
the mutual relation with future customers.

The Extract of the work is presented in this report under various headings as, Introduction,
Company's Profile, Project Introduction, Methodology, Data analysis, Suggestions and
Conclusions.

While working on the project, I came to know about the latest company and customer
relationship management and trends prevailing in the market. The way of promoting the
services to customers, providing a better convenience of customer, and developing the new
strategic technique to opt services to make customer friendly with the company. Panama, soon
followed by many more. Today, we produce more than 300 brands. More than 70 percent of
our income comes from outside the U.S., but the real reason we are a truly global company is
that our products meet the varied taste preferences of consumers everywhere.
 Introduction
Coca-Cola, or Coke, is a carbonated soft drink manufactured by The Coca-Cola Company.
Originally marketed as a temperance drink and intended as a patent medicine, it was invented
in the late 19th century by John Stith Pemberton and was bought out by businessman Asa
Griggs Candler, whose marketing tactics led Coca-Cola to its dominance of the world soft-
drink market throughout the 20th century. The drink's name refers to two of its original
ingredients: coca leaves, and kola nuts (a source of caffeine). The current formula of Coca-
Cola remains a trade secret; however, a variety of reported recipes and experimental recreations
have been published. The drink has inspired imitators and created a whole classification of soft
drink: colas.

The Coca-Cola Company produces concentrate, which is then sold to licensed Coca-Cola
bottlers throughout the world. The bottlers, who hold exclusive territory contracts with the
company, produce the finished product in cans and bottles from the concentrate, in combination
with filtered water and sweeteners. A typical 12-US-fluid-ounce (350 ml) can contains 38
grams (1.3 oz) of sugar (usually in the form of high-fructose corn syrup). The bottlers then sell,
distribute, and merchandise Coca-Cola to retail stores, restaurants, and vending machines
throughout the world. The Coca-Cola Company also sells concentrate for soda fountains of
major restaurants and foodservice distributors.

Coca Cola has started a new marketing environment by providing a unique pin number in the
bottle which can be used to save 75 cents of the mobile bill. Coca-Cola can also gain point for
coke from this system. So, this is one of the best marketing techniques to gain customer by
giving offer to their daily use products. Coca Cola has worked on this strategy and made some
more advance option in it and applied it to United Kingdom. Where you can get the redeemed
instantly with the wireless service and get some credit of the minutes. Coca Cola was able to
continue to grow with the demands as they were able to provide to their customer needs. They
always focus on to satisfy the customer needs with the new infrastructure of CRM, ERP and
well maintained SCM system they were able to achieve the goals which they really needed to
satisfy the customers. By this way there were able to be in the top in the beverage industry.
They are still facing a lot of problem to be in the top position but well maintain CRM will never
lose the position.
The Coca-Cola Company has on occasion introduced other cola drinks under the Coke name.
The most common of these is Diet Coke, along with others including Caffeine-Free Coca-Cola,
Diet Coke Caffeine-Free, Coca-Cola Zero Sugar, Coca-Cola Cherry, Coca-Cola Vanilla, and
special versions with lemon, lime, and coffee. Coca-Cola was called Coca-Cola Classic from
July 1985 to 2009, to distinguish it from "New Coke". Based on Interbrand's "best global
brand" study of 2020, Coca-Cola was the world's sixth most valuable brand. In 2013, Coke
products were sold in over 200 countries worldwide, with consumers drinking more than 1.8
billion company beverage servings each day. Coca-Cola ranked No. 87 in the 2018 Fortune
500 list of the largest United States corporations by total revenue.

The purpose of this paper is to present a strategic marketing plan to identify and evaluate new
business opportunities for Coca Cola Amatil, a leading beverage manufacturer based in
Australia. The analysis will begin with a brief background of the company including
company mission statement and business objectives. It will be followed by a comprehensive
market analysis examining the corporation’s market competitiveness and structure, market
size, projected growth trends, competitors, influencing environmental factors and target
market. The paper will then analyze the anticipated new opportunity and would go on to
formulate a marketing strategy which will seek to explore various significant aspects relating
to optimum utilization of the new business prospect. Break-Even analysis will also be
presented of the projected product along with an account of the changes in the business
operations that may be made for incorporating the business requirements for the new product.
Although Coca-Cola was first created in the United States, it quickly became popular
wherever it went. Our first international bottling plants opened in 1906 in Canada, Cuba and
 Case study on CRM strategy
A case study on customer relationship management towards Coca Cola Company, Chennai –
2015 By K. Pavitra, Sangita Dasand A K Subramani. They clearly mention that the study is
based on the Coca Cola Company with respect to customer satisfaction. Coca Cola began its
global network in the 1920s where it changed its packaging from cans to plastic bottles, as well
as diversifying into sports drinks, tea, and coffee. The author further states that his objective in
this study was to find consumer preference with respect to price, packaging, demographic
variable, factors and the services rendered by the company. They also mention that this study
lacks proper representatives of the population, the effect of dynamic market conditions, and a
limited area of study (Chennai). After analysing the samples it’s been seen that there is no
significant difference in gender with respect to consumer satisfaction but there is a significant
difference with respect to the age groups. The author concludes by saying that most of the
customers are satisfied and loyal towards Coca Cola Company. To find out accurate results,
questionnaires, personal and records of the organization are used as a means of data collection.
The results show that Coca-Cola is he most preferred beverage in the market whereas water
and soda are the least preferred ones. Customers always look forward to different packaging of
their favourite product, which also helps in increasing the sales and brand awareness, this also
leads to the willingness of most of the outlets to keep Coca-Cola as their main product, but
then, a hindrance in opening a new outlet is the unavailability of chilling capacity units.

As Coca Cola is working on strategy by creating a Fan page and using a better CRM and SCM
process they are able to serve the customer easily and personalizing each customer needs and
providing drink according to their taste. This kind of promotion can create word of mouth in
office and other entrainment centre where people can take a time out and have some drink and
talk about it in online and provide valuable feedback. This can create a major buzz in about the
product and help expanding bigger. We can attract new customer with this kind of CRM
strategy and retain the existing customer. While expanding the company they started to use
advance CRM strategy which help the company to grow better and Coca Cola also understand
the customer needs and provided innovative vending machine like freestyle made the customer
to like Coca Cola. They provided exiting offer to the existing customer with coke points and
discount in phone bill. They also used Facebook Fan page as a biggest promotion centre and
provided some seek peek for customer.
 Findings

 'Coca-Cola' is the most recognised trademark in the world, with 94% global
recognition. It is also commonly thought that it is the second most widely understood
word in the world, after 'OK'.
 Through this research, we have understood that coke has become like chai for Indians
as 62.4% of the consumers drink Coca Cola at least once a week but the downside of
this is that 30.7% have never drunk Coca-Cola or it’s rarely on various occasions that
they consume coke. There is approximately 8% of our target sample that consumes
Coco- cola on a daily or alternate day basis.
 Coca Cola has started a new marketing environment by providing a unique pin
number in the bottle which can be used to save 75 cents of the mobile bill.
 When we focused on the qualitative aspects to understand which aspect of Coca-Cola
actually draws the customers to it, we understood that the taste was the first thing that
inspired a person to buy Coca-Cola over Pepsi. The second most important factor was
the brand, Coca Cola has built its brand name in such a way that just for the sake of
prestige or status people prefer a Coca Cola over a Limca as such.
 Today, people are more concerned than ever about health and nutrition. They
understand the importance of good nutrition and proper hydration – and they also
know that delicious foods and beverages are an enjoyable part of life. People have
trusted and enjoyed soft drinks for more than 115 years, and they can continue to be
confident about their favorite beverages.
 Coca-Cola Company needs to decrease its dependence on the production carbonated
beverages. It should focus on diversification of their product portfolio and engage in
the production of non-carbonated products. This will make the company relevant in
the current people’s lifestyles, hence, maintain its competitive advantage.
 Suggestions/recommendations

The recommendation of Coca-Cola Company is based on performing various valuation

models, which include HR practices, economic profit analysis, relative valuation and a
fundamental price to earnings valuation model that revealed the Coca-Cola Company to be
overvalued. Even though they find the stock to be overvalued and they feel that KO has some
promising outlooks as well as possible challenges in the near future and they want to
recommend it as a hold instead of a sell.

The Coca-Cola Company is the #1 company within the non-alcoholic beverages industry.
They have a 20- year standing of being the leader and investors know that the Coca-Cola
Company has an extraordinary reputation for maximizing shareholder value.

A challenge that the Coca-Cola Company is facing is the struggle with their global
competitors in the fact that their HR practices are greater and less than coke. If coke wants to
more reputation in the world, they must produce more incentives for employees from which
they more done work hard and produce good quality. Their new management team needs to
work on implementing cohesive goals between the two to reach the Coca-Cola Company’s
long-term growth potential.
 Conclusion

The overview of this case study clearly provides information that using advance CRM
strategy help Coca Cola to achieve their goal without losing their market. They were able to
provide offers and started some contest online to play and win exiting prizes. They have
created a freestyle vending machine where a customer can make his own drink from 100
combinations. This was one of the biggest steps for Coca Cola. They were able to do online
promotion in one of the top social networking sites. There were able to gain the largest
number of fans in it. Coca Cola is able to collect data from vending machine, mobile,
Customer service, online network and provide solution and give personalized service to the
customer. Coca Cola is able to win back their customer with the new freestyle vending. Coca
Cola is able to manage their top position in beverage with their advance CRM process

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