A RESEARCH REPORT ON

MARKETING STRATEGY OF COCA COLA

Submitted in partial fulfillment of the requirement of three year

MASTER OF BUSINESS ADMINISTRATION (MBA)
Session: 2021-2023

Submitted to: Submitted By:

Dr. Pallavi Pathak SONAL SINGH
Associate professor MBA 4th Semester
SMS, Varanasi Roll No. MBA2109160

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 DECLARATION

I “SONAL SINGH” declare that the DISSERTATION project work entitled as

“MARKETING STRATEGY OF COCA COLA” is an authentic record of my own work
carried out at “SCHOOL OF MANAGEMENT SCIENCES VARANASI” as required for the
project semester for the award of degree of MBA (MASTER OF BUSINESS
ADMINISTRATION), under the guidance of” PALLAVI PATHAK”.

Place:

Date: Signature:

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 ACKNOWLEDGEMENT

I am thankful to many people whose timely help and guidance has helped me to
conduct this research successfully.
I would also like to express my thankfulness to
Dr. Pallavi pathak Faculty of SMS, Varanasi for giving me an opportunity to
pursue this project.
I also wish to thank my Director P.N. Jha respondents who were
patient enough in giving answer to the questionnaire.
Finally, I would like to extend my grateful thanks to all our friends
and faculty members of SMS, Varanasi whose assistance has a lot to
me personally for the completion of this research.

SONAL SINGH

MBA 4th Semester

Roll No.
MBA2109160

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 TABLE OF CONTENTS

 Acknowledgement 2
 Declaration 4

 Preface 5
 Objectives of Study 6-7

 Introduction 8-29
 Coca Cola India - Our Vision 30
 Coca Cola’s Strategy to Reach Increased Number of Customers 31-35

 Research Methodology 36-41

 Research Terminology
 Market Promotion Analysis 62-66
 Findings & Analysis 67-80
 Explanation 81-83
 Limitation 84
 Recommendation 85-86
 Conclusion 87-100

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OBJECTIVES

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ABOUT COMPANY

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COMPANY PROFILE

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In 2008 Coca-Cola released Recycle Zone, the United Kingdom's first branded on-

the-go recycling scheme. Recycle Zones give clients a fixed of boxes to put their

empty bottles and cans in whilst they're out and approximately, in which they'll be

accrued for recycling. Round the UK via 2011.

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CORE BRANDS IN INDIA

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ADVERTISEMENT

&

PUNCH LINE

OF COCA-COLA

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FABULOUS FACTS

ABOUT COCA-COLA

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 HISTOR

Y OF

COCA-COLA

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that now serve as the well-known logo.
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HISTORY IN INDIA

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PROMISE BY COCA-COLA

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YOUR HEALTH & OUR

BEVERAGES

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COCA-COLA VISION
& MISSION

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STRATEGIES ADOPTED

BY COCA-COLA

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RESEARCH METHODOLOGY

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Under the supervision I got number of relevant data from on spot inspection

INDIA DIVISION

BOTTLING (HCCBPL)
COCA-COLA INCORPORATION (CONCENTRATE) (COCA-COLA INDIA HEAD OFFICE)

HINDUSTAN COCA-COLA BEVERAGES Pvt Ltd. HINDUSTAN COCA-COLA MARKETING Pvt Ltd.

ONLY IN METRO CITY DELHI ,MUMBAI, CALCUTTA,CHENNAI

and personal observation.

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 ORGANISTION STRUCTURE

Department Sales

Business Unit head

Market Unit Head

Unit Head

Territory Development Manager

Accounts Development Coordinator

Customer Executives

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Department Personal
Personal Manager

HR Executive

DepartmentMarketing MARKETING MANAGER

Coordinator

Department Finance

Unit Finance Controller

Financial services manager

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MARKETING MIX

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COCA-COLA :

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 DIET COKE

“Looking good and tasting great”

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FANTA:

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 LIMCA:

“Light and Lemony”

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 MAAZA:

“yaari Dosti Taaza Maaza”

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 SPRITE:

“Clear, crisp, refreshing.”

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 THUMPS UP:

“Strong Cola Taste, exciting personality”:

Thumps Up is the leading carbonated soft drink and most trusted brand in

India, originally introduced in 1977, it was acquired by the Coca-Cola

Co. in 1993. it is known for it’s strong, fizzy taste and it’s confident,

mature and uniquely masculine attitude. This brand clearly seeks to

separate the men from the boys. In 2022, the agency launched its

marketing marketing campaign "Toofan" with Indian cricketer Jasprit

Bumrah aiming to encourage audiences to reach their' Palat De' moments

with the aid of teaming their robust, unshakeable belief structures and

timeless spirits with the taste of the product. A comparable video advert

changed into created showcasing speedy bowler Mohammed Siraj.

Popular Bollywood actor Shah Rukh Khan have become emblem

ambassador. A new advert marketing campaign changed into launched as

#Thums Up Strong spirit.

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 COMMITMENT TOWARDS INDIAN BRANDS

Coca-Cola India (CCI ) has implemented aggressive strategies for all the five

brands acquired from Parle. The strategies adopted are in concern with the long

–term plans of Coca-Cola India. The Coca-Cola Co. is the world’s largest

beverage Co. and is the leading producer and marketer of soft drink. The Co.

markets 4 of the world’s top 5 brands, including Diet Coke, Fanta Sprite.

As the 200ml returnable Glass Bottle (RGB) has become the popular package

size of the Indian Carbonated soft Drink Industry. Thumps-up and limca are

now available in 200ml RGB, 300ml RGB, 500mlPET, 2lt PET, 330mlcans

thus , along with Coca-Cola and Fanta, the Indian consumer has a choice of 4

brands in cans. Collectively, the choice in package sizes available to consumers

is now wider than ever before. This has also generated incremental volume

growth at the retail level adding positively to the per capita consumption in the

country.

While thumps Up has always been India’s leading Carbonated soft drinks,

Limca is the No. 1 brand in the cloudy lemon segment. From 1993 till date,

inputs in both the brands ran the gamut in advertising to packaging, raising

brand awareness to unprecedented levels. The investment in acquiring these

brands and the proceeding inputs there in has seen these brands grow admirably.

While Thumps-up has grown over 50% over the last 3Yrs, Limca has grown

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 Over 20%.Thumps-Up recorded a phenomenal growth of 54% in the Mumbai

market in March 1997, the first month of the launch of the new logo. The new

logo that has a strong streak of blue speed lines adding a powerful element of

speed and adventure was featured on 500ml refillable “thunder Pack” bottles.

Research conducted by “research International” in Mumbai showed that 84% of

Thumps-Up consumers preferred the new logo to the old one.

According to its President Sanket Ray, innovation will be the "key growth engine" in

India for Coca-Cola, contributing 15-20% to growth. The beverage giant will

concentrate on urban regions by introducing premium choices and expand its rural

reach with affordable options.

In addition, the presence of Costa Coffee, a Coca-Cola-owned coffee chain brand,

will be increased in fresh cities with the goal of having a pan-Indian presence.

Coca-Cola India is extending its network in rural areas, which make up

approximately 38% of the country's total economy. Due to price and other factors, it

has placed more of an emphasis on the urban market than the rural one in the

pandemic-affected 2021.

Ray claims that Coca-Cola India's business is still underrepresented in the consumer

business sector and that it will expand through the diversification of its portfolio.

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COCA-COLA‟S: CREATIVITY IN ADVERTISIMENT

COCA-COLA:

“Thanda Matlab Coca-Cola”

This ad is creative in the sense that, while enjoying they can use the word

“Coca-Cola” in the place of “Thanda”. The word thanda has been made to be

synonymous to Coca-Cola.

The Ad is made to target the common people who wish to quench their thirst by

just asking for any brand instead of Coca-Cola. While doing such they may

extend their taste, behavior $preference towards Coca-Cola. The main theme of

this slogan is to make the brand common for every person and at every time.

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 THUMPS UP:

“Taste the thunder”

This advertisement is also creative. The slogan itself refers the thundering idea.

It challenges the teenagers for the taste. It is well known the today’s youth

want to do something extraordinary. They

want to show themselves superior. So Company is exploiting the mentality of

today’s youth that the product is for them who want to accept the challenges.

Previously, the Thums Up brand had a logo that was symbolized by a red thumbs

up hand gesture with a slanted, white, sans-serif typeface. Coca-Cola altered this

design by adding blue accents and a more contemporary-looking font.

In the early 1980s, the renowned slogan "Happy days are here again" was created by

Vasant Kumar. However, it was later changed to "I want My Thunder" and

eventually altered to "Taste the thunder!"

During the 1980s, the practice of incorporating product placement into films

gained popularity, with Thums Up, a popular soft drink brand, being frequently

featured in the backdrop of numerous Hindi films.

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SPRITE:

“ dekhave pe na jao apni akal lagao”

The creative advertisement refers that don’t go on exposure. Try to go on

rationality. It made for those people who want to do their work by their own

opinion and taste.

Now a days everything is full of exposure that is made to attract the people and

such type of products always give the dissatisfaction among the people.

Therefore the world’s biggest soft drink Company has made a product for the

man who doesn’t try to go on exposure and who always believe in rationality

i.e. Sprite.

In 1993, advertising enterprise Lowe and Partners created a new slogan, "Control

your thirst" with fee from the Coca-Cola Company.[6] The new, greater vibrant

emblem stood out greater on packaging and featured a blue-to-inexperienced

gradient with silver "splashes" and subtle white "bubbles" within the historical

past. The product name, "Sprite" had a brand with a blue backdrop shadow. The

phrases; "Great Lymon Taste!" which had been present at the previous emblem,

were eliminated. This emblem became used within the United States until 2006

and similar versions have been used in other countries until this 12 months as

properly.

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LIMCA:

“ just ! Take it Easy”

It is well known that lemon in used to overcome the stress as well as it helps

in digesting. Regarding this truth Coca-Cola made its product Limca, to follow

the principle of lemon. To refers that if someone is in the depth of stress and

strain and he want to refresh himself, he must go on lemon flavor, Limca is the

best.

In 1992, when the Indian government allowed Coca-Cola to go back for

operations, at the equal time as it admitted Pepsi for the primary time, Coca-

Cola sold local smooth-drink (soda) brands, from Parle Bisleri owner Ramesh

Chauhan which includes Limca, Thums Up (a cola-like drink), Maaza (a

mango-juice based drink), Citra (a clean lemon-lime drink), and Gold Spot.

Prior to 1988, the original system of Limca contained brominated vegetable oil

(BVO). After international reports of unwell effects of BVO, its use in soft

liquids changed into banned in India. As a result of this ban, the method for

Limca became modified.

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 COCA-COLA INDIA-OUR VISION

Provide exceptional strategic leadership on the Coca-Cola India system,

resulting in consumer and customer preference and loyalty, through Coca-

Cola’s commitment to them and in a highly profitable Coca-Cola corporate

branded beverages system.

In India another Company engaged in soft drink market is Coca-Cola. It is one

of the most widely known, accepted and admired trademarks of the world.

Coca-Cola was there in India till 1977, when the Indian Government banned it

due to strong resentment against multinational Company’s Coca-Cola was re-

launched again in India in September 1993 at “HATHRAS” near Agra. The

India people welcomed the comeback of their most loved Cola in the country

with great enthusiasm and vigor.

Statement of the Company's Vision for Coca-Cola

We have created a list of objectives to help us carry out our mission, and we'll

work with our bottlers to accomplish them: People: By offering a terrific

workplace, we can encourage each other to be our best selves.

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87
 HIGHWAY ANALYSIS

An indigenous effort on the behalf of the DISSERTATION or in order to be

very cautious while collection of the raw data that is of primary nature of

promotion at highways.

This highway is a part of the study undertaken on the behalf of the Coca-

Cola Co. in order to help it design out its next coming years marketing and

advertising are performed in order to capture the psychological attention of

the passed by in order to refresh them.

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 TABLE-1

Various consolidated figures representing the share of both COCA-COLA and

PEPSI on Varanasi highway.

CATEGORY COCA-COLA PEPSI

GSB 8 20

DPS 7 18

COUNTER 9 23

TABLE-CHAIR

&

UMBRELLA 2 7

WALL

PAINTING 13 35

SGA 35 43

RACK 18 24

Total Number of outlets: 71

Major Areas covered under Area:

 kuber market.

 Sigra.

 Ordaly bazar .

 Gilat bazar.

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 TABLE-II

Similar consolidated data in respect of the market share of both COCA-COLA

and PEPSI on Varanasi (Bus Stop) to. varanasi airport

CATEGORY COCA-COLA PEPSI

GSB 83 67

DPS 23 15

COUNTER 39 42

TABLE-CHAIR

&

UMBRELLA 11 6

WALL

PAINTING 59 41

SGA 64 53

RACK 73 61

Total Number of outlets : 121

Major Areas covered under this Highway:

 Bhojubeer .

 L.B.S. Air Port.

 Gilat bazar.

 Raja talab.

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:

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EXPLANATION

1) GSB- GLOW SING BOARD:

It is a display board or hoarding bearing the promotional advertisement of the

respective product of the Company. The companies for their product promotion

and sales enhancement usually provide them.

2) DPS-DEALER PRINTED SIGN BOARD :

Display boards of the same nature with an additional feature of the retailer’s

name or the outlet’s name being mentioned on them , in order that the sponsors

bear the value –addition on the behalf of the Company. usually provided to

stockiest who have large consumption of the product.

3) COUNTERS:

Wooden or metallic framework provided by the Company to the exclusive

outlets which either stock in bulk or which are particular brand outlets. The

Company in return promises a certain fixed stock supply for a certain time

period. The counters bear the Company’s advertisements as a source of

marketing promotion.

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 4) TABLE- CHAIR- UMBRELLA:

Molded furniture of plastic is being provided at various open-air restaurants or

“Dhabas” for the convenience of the customers while their visits. In return the

Company achieves product promotion as well as retailers satisfaction. They can

also be seen at various street side cafes and juice corners.

5) WALL PAINTINGS:

Painting of the brand advertisements on the walls of the outlets, which in result

attract and remind the consumers about the product. This makes the consumer

aware of the popularity and promotional effort made on the behalf of the

Company.

6) SGA-SALES GENERATING ASSET:

Under this category we generally head the refrigeration, visicoolers, and even

the old designed iceboxes. On the other hand it enables to motivate the retailers

for better sales on Company’s behalf.

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 7) RACKS:

They are different types of plastic or material holders, which are used for the

display of the pet and other glass bottle. This creates a healthy exposure of the

products, remembrance to the ultimate consumers.

These all help in generating the Company’s brand image at different levels:

 Market

 Retailers

 Consumers

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LIMITATIONS

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 LIMITATIONS

The HIGHWAY DISSERTATION being conducted as the project work under

Hindustan Coca-Cola Beverages Pvt. Ltd. Mainly dealt with the following

limitations:-

1. The DISSERTATION report that was conducted had a pre-

defined foundations of interviewing the retail outlet owners. It’s

based on simple observational analysis which may lead to

deflection at the time of conclusion arrival.

2. The DISSERTATION sheet being designed had a limited scope

of primary data coverage only. It did not take into consideration

the other availability of supply and Co ground on which it

decided upon the provision of distribution of the promotional

accessories.

3 During the entire DISSERTATION the retailers willingness for

acquiring the accessories in accordance with the schemes

followed with them could not be noticed. This could be one of the

reasons of the non-appropriate promotional efforts in making an

awarenessamongthecustomers.

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RECOMMENDATION

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CONCLUSION

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CONCLUSION

1) The various retailer had an enormous demand for better GSB’s and in

many cases of DPS for a better, impressive outlet look to attract

consumers.

2) The endless demand of visicoolers in order to store large quantity of stock

as a part of marketing and distribution promotional function of the

Company is studied therein.

3) The steady flow of the Company’s promotional accessories could be felt

irrespective of the consumption of the outlets of the product. For

example: racks, counters, sign boards, etc.

4) In a competitive environment the Company got to study the schemes of

their closest rivals, which they followed and in return fulfilled, the needs

regarding their outlets set up.

5) Timely check up of the proper usage of the Co’s assets (SGA) being

made as well as their malfunctioning is rectified.

6) Misuse of the Coca-Cola SGA’s should be brought into consideration as a

retailers, stock, other companies, stock and depreciate the demand of the

source Company.
 7) The archrivals product study can be entertained from the retailers and the

privilege on their part is known which helps in formulation of better

marketing promotional scheme’s

8) Pepsi’s regular stockholders be traced and break up by providing

motivational introductory offers enhancing the market capture.

9) Coca-Cola should try to make arrangements so that the marketing

representatives would visit the retail outlets regularly and try to solve the

retailers, as well as the distributors, problems which they usually face

during the peak season.

10 ) Better efficient sales representatives be appointed to update the retailers

about the schemes in comparison to Pepsi. This wouldencourage a curiosity

regarding the Coca-Cola schemes among them.

The complaints of the retailers be studied and paid attention of the highest

degree to ensure better market capturing.

BIBLIOGRAPHY
 BIBLIOGRAPHY

BOOKS
 Kothari Philip, Marketing Management, Prentice Hall India, New Delhi.
 Kothari C.R, Research Methodology, Wishwa Prakashan, New Delhi.

NEWSPAPERS
 The Times of India
 Business Times
 Dainik Jagaran

WEBSITES
 www.cocacola.com.
 www.google.com
 www.coca-colaindia.com
THANK-YOU