PROJECT REPORT ON

PRODUCT MIX OF COCA COLA

A Dissertation Submitted to Khalikote College (Autonomous),

Berhampur In Partial Fulfilment Of The Requirements For The Award Of The

Degree Of bachelor In Commerce

SUBMITTED BY -

SANDEEP CHOUDHURY

ROLL NO ; 011603CM284
UNDER THE GUIDANCE OF

MR.DURGA PRASAD SAHU

Lecturer in Commerce

POST GRDUATE DEPARTMENT OF COMMERCE

KHALLIKOTE COLLEGE (AUTONOMOUS),
BERHAMPUR

(2016-2019)
 DECLARATION

I MR.SANDEEP CHOUDHURY, Roll no 011603CM284 do here by

declare that the dissertation entitled “PRODUCT MIX OF COCA COLA”
Submitted to the Khallikote college (Autonomous) Berhampur, Ganjam as
a partial fulfilment of the requirement for awarding of bachelor in
Commerce is my own work and it has not been submitted to any other
University or institutions, nor published anywhere else earlier.

Date:

Place: Berhampur (SANDEEP CHOUDHURY)

Mr. Durga Prasad Sahu P.G. Department of Commerce
Lecturer in Commerce Khallikote college (Auto), Berhampur
Email:durgaprasadsahu786@gmail.co
m

Certificate

Certified that the dissertation entitled "PRODUCT MIX OF COCA COLA”

submitted by MR. SANDEEP CHOUDHURY, Roll no; 011603CM284
B.Com-6thSemester, has not been copied from anywhere. Further, this
dissertation has not been submitted earlier to any university or institute for
the award of any degree or diploma.

(Mr. Durga Prasad

Sahu)
Supervisor
 ACKNOWLEDGEMENT

I, SANDEEP CHOUDHURY would take this opportunity to thank the University for
providing mean opportunity to study “PRODUCT MIX OF COCA-COLA”. This
has been a huge learning experience for me. With great pleasure I take this
opportunity to acknowledge people who have made this project work possible.

First of all I would sincerely like to thank MR. DURGA PRASAD SAHU for helping
me to gather information and guiding me for doing this project. I would also like to
thank the teaching staff of my college, my colleagues, librarians and other people
for providing their help as and when required to complete this project.

(Sandeep Choudhury)
 CONTENTS

EXECUTIVE SUMMARY 6

CHAPTER 1: INTRODUCTION 8

CHAPTER 2: INDUSTRY PROFILE 10

CHAPTER 3: COMPANY PROFILE 15

 COCA-COLA COMPANY
 COCA-COLA INDIA
 PRODUCTS IN INDIA
 MARKETING MIX

CHAPTER 4: RESEARCH METHODOLOGY 30

CHAPTER 5: DATA ANALYSIS 35

CHAPTER 6: SUGGESTIONS AND CONCLUSION 39

BIBLIOGRAPHY 41

QUESTIONNAIRE 42

5
 EXECUTIVE SUMMARY
This report has been prepared with a specific purpose in mind. It outlines the history and
current scenario of the Coca-Cola Company globally and locally. The first part of the study
takes us through the present state of affairs of the beverage industry and Coca-Cola
Company globally.

The report contains a brief introductionof Coca Cola Company and Coca-Cola India and a
detailed view of the tasks, which have been undertaken to analyzethe market of Coca-Cola
i.e. we have performed Competitive analysis of Coca-Cola Company in order to identify
areas of potential growth for Coca-Cola. We have also given a brief description of Trends
and Forces that are affecting Coca-Cola Company globally.

The main objective of this project report is to analyze and study in efficient way the
current position of Coca- Cola Company. The study also aims to perform Market Analysis
of Coca-Cola Company & find out different factors effecting the growth of Coca-Cola.
Another objective of the study was to perform Competitive analysis between Coca-Cola
and its competitors. Apart from these objectives this study is also conducted to understand
the Customer preferences towards various Coca-Cola products.

6
 1. INTRODUCTION

INTRODUCTON
“Let reason go before every enterprise, And counsel before every action.”
7
Research is a human activity based on intellectual investigation and is aimed at
discovering, interpreting, and revising human knowledge on different aspects of the world.

MARKETING RESEARCH:-

Marketing research is the function that links the consumer, customer and public to the
marketer through information used to identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing actions; monitor marketing
performance; and improve understanding of marketing as a process. Marketing research
specifies the information required to address these issues, designs the methods for
collecting information, manages and implements the data collection process, analyzes and
communicates the findings and their implications.

-American Marketing Association

Marketing research is about researching the whole company’s marketing process.

-Palmer (2000)

INTRODUCTION TO COCA-COLA

Coca-Cola, the product that has given the world its best-known taste wasborn in Atlanta,
Georgia, on May 8, 1886. Coca-Cola Company is the world’sleading manufacturer,
marketer and distributor of non-alcoholic beverageconcentrates and syrups, used to produce
nearly 400 beverage brands. Itsells beverage concentrates and syrups to bottling and
canning operators,distributors, fountain retailers and fountain wholesalers. The
Company’sbeverage products comprises of bottled and canned soft drinks as well
asconcentrates, syrups and not-ready-to-drink powder products. In addition tothis, it also
produces and markets sports drinks, tea and coffee. The Coca-Cola Company began
building its global network in the 1920s. Nowoperating in more than 200 countries and
producing nearly 400 brands, theCoca-Cola system has successfully applied a simple

8
formula on a globalscale: “Provide a moment of refreshment for a small amount of money-
abillion times a day.”

The Coca-Cola Company and its network of bottlers comprise the mostsophisticated and
pervasive production and distribution system in the world.More than anything, that system
is dedicated to people working long andhard to sell the products manufactured by the
Company. This uniqueworldwide system has made The Coca-Cola Company the world’s
premiersoft-drink enterprise. From Boston to Beijing, from Montreal to Moscow,Coca-
Cola, more than any other consumer product, has brought pleasure tothirsty consumers
around the globe. For more than 115 years, Coca-Colahas created a special moment of
pleasure for hundreds of millions of peopleevery day.
The Company aims at increasing shareowner value over time. Itaccomplishes this by
working with its business partners to deliversatisfaction and value to consumers through a
worldwide system of superior brands and services, thus increasing brand equity on a global
basis. Theyaim at managing their business well with people who are stronglycommitted to
the Company values and culture and providing anappropriately controlled environment, to
meet business goals andobjectives. The associates of this Company jointly take
responsibility toensure compliance with the framework of policies and protect
theCompany’s assets and resources whilst limiting business risks.

9
 2.
INDUSTRY PROFILE

INDUSTRY PROFILE
10
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.
The Indian FMCG industry witnessed significant changes through the 1990s. Many
players had been facing severe problems on account of increased competition from small
and regional players and from slow growth across its various product categories. As a
result, most of the companies were forced to revamp their product, marketing, distribution
and customer service strategies to strengthen their position in the market.
By the turn of the 20th century, the face of the Indian FMCG industry hadchanged
significantly. With the liberalization and growth of the Indianeconomy, the Indian
customer witnessed an increasing exposure to newdomestic and foreign products through
different media, such as televisionand the Internet. Apart from this, social changes such as
increase in thenumber of nuclear families and the growing number of working
couplesresulting in increased spending power also contributed to the increase in theIndian
consumers' personal consumption. The realization of the customer'sgrowing awareness
and the need to meet changing requirements andpreferences on account of changing
lifestyles required the FMCG

Producingcompanies to formulate customer-centric strategies. These changes had

apositive impact, leading to the rapid growth in the FMCG industry. Increased availability
of retail space, rapid urbanization, and qualified manpower also boosted the growth of the
organized retailing sector.

HLL led the way in revolutionizing the product, market, distribution and service formats
of the FMCG industry by focusing on rural markets, direct distribution, creating new
product, distribution and service formats. The FMCG sector also received a boost by
government led initiatives in the 2003 budget such as the setting up of excise free zones in

11
various parts of the country that witnessed firms moving away from outsourcing to
manufacturing by investing in the zones.
Though the absolute profit made on FMCG products is relatively small, they generally sell
in large numbers and so the cumulative profit on such products can be large. Unlike some
industries, such as automobiles, computers, and airlines, FMCG does not suffer from mass
layoffs every time the economy starts to dip. A person may put off buying a car but he will
not put off having his dinner.

Unlike other economy sectors, FMCG share float in a steady mannerirrespective of global
market dip, because they generally satisfy ratherfundamental, as opposed to luxurious
needs. The FMCG sector, which isgrowing at the rate of 9% is the fourth largest sector in
the Indian Economyand is worth Rs.93000 cr. The main contributor, making up 32% of
thesector, is the South Indian region. It is predicted that in the year 2010, theFMCG sector
will be worth Rs.143000 cr. The sector being one of thebiggest sectors of the Indian
Economy provides up to 4 million jobs.(Source: HCCBPL, Monthly Circular)
A BRIEF INSIGHT -BEVERAGE INDUSTRY IN INDIA

In India, beverages form an important part of the lives of people. It is an industry, in which
the players constantly innovate, in order to come up with better products to gain more
consumers and satisfy the existing consumers.

BEVERAGES

ALCOHOLIC NON-ALCOHOLIC

NON-
CARBONATED CARBONATED

NON-
COLA COLA NON-COLA

Fig 2.0 BEVERAGES IN INDIA

12
The beverage industry is vast and there various ways of segmenting it, so as to cater the
right product to the right person. The different ways of segmenting it are as follows:

 Alcoholic, non-alcoholic and sports beverages.

 Natural and Synthetic beverages.
 In-home consumption and out of home on premises consumption.
 Age wise segmentation i.e. beverages for kids, for adults and for senior citizens.
 Segmentation based on the amount of consumption i.e. high levels of consumption
and low levels of consumption.

If the behavioural patterns of consumers in India are closely noticed, it could be observed
that consumers perceive beverages in two different ways i.e. beverages are a luxury and
that beverages have to be consumed occasionally. These two perceptions are the biggest
challenges faced by the beverage industry. In order to leverage the beverage industry, it is
important to address this issue so as to encourage regular consumption as well as and to
make the industry more affordable.

Four strong strategic elements to increase consumption of the products of the beverage
industry in India are:

 The quality and the consistency of beverages needs to be enhanced so that

consumers are satisfied and they enjoy consuming beverages.
 The credibility and trust needs to be built so that there is a very strong and safe
feeling that the consumers have while consuming the beverages.
 Consumer education is a must to bring out benefits of beverage consumption
whether in terms of health, taste, relaxation, stimulation, refreshment, well-being or
prestige relevant to the category.
 Communication should be relevant and trendy so that consumers are able to find
an appeal to go out, purchase and consume.

13
 The beverage market has still to achieve greater penetration and also a wider
spread of distribution. It is important to look at the entire beverage market, as a big
opportunity, for brand and sales growth in turn to add up to the overall growth of the food
and beverage industry in the economy

14
 3.
COMPANY PROFILE

COMPANY PROFILE
15
MISSION:

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a
company and serves as the standard against which we weigh our actions and decisions.

 To refresh the world...

 To inspire moments of optimism and happiness...
 To create value and make a difference

WINNINGCULTURE:
Our Winning Culture defines the attitudes and behaviours that will be required of us to
make our 2020 Vision a reality

LIVEOURVALUES:
Our values serve as a compass for our actions and describe how we behave in the world.
 Leadership: The courage to shape a better future.
 Collaboration: Leverage collective genius.
 Integrity: Be real.
 Accountability: If it is to be, it's up to me.
 Passion: Committed in heart and mind.
 Diversity: As inclusive as our brands.
 Quality: What we do, we do well.

FOCUS ON THE MARKET:

 Focus on needs of our consumers, customers and franchise partners.
 Get out into the market and listen, observe and learn.
 Possess a world view.
 Focus on execution in the marketplace every day.
 Be insatiably curious.
WORK SMART:
 Act with urgency.
 Remain responsive to change.
16
 Have the courage to change course when needed.
 Remain constructively discontent.
 Work efficiently.

ACT LIKE OWNERS:

 Be accountable for our actions and inactions.
 Steward system assets and focus on building value.
 Reward our people for taking risks and finding better ways to solve problems.
 Learn from our outcomes -- what worked and what didn’t.

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.

In 1886, when Atlanta and Fulton County passed prohibition legislation, Pemberton
responded by developing Coca-Cola, essentially a non-alcoholic version of French Wine
Coca. The first sales were at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886. It was
initially sold as a patent medicine for five cents a glass at soda fountains, which were
popular in the United States at the time due to the belief that carbonated water was good for
the health.[9] Pemberton claimed Coca-Cola cured many diseases, including morphine
addiction, dyspepsia, neurasthenia, headache, and impotence. Pemberton ran the first
advertisement for the beverage on May 29 of the same year in the Atlanta Journal.

By 1888, three versions of Coca-Cola — sold by three separate businesses — were on the
market. Asa Griggs Candler acquired a stake in Pemberton's company in 1887 and
incorporated it as the Coca Cola Company in 1888. The same year, while suffering from

17
an ongoing addiction to morphine, Pemberton sold the rights a second time to four more
businessmen: J.C. Mayfield, A.O. Murphey, C.O. Mullahy and E.H. Bloodworth.
Meanwhile, Pemberton's alcoholic son Charley Pemberton began selling his own version
of the product.

John Pemberton declared that the name "Coca-Cola" belonged to Charley, but the other
two manufacturers could continue to use the formula. So, in the summer of 1888, Candler
sold his beverage under the names Yum Yum and Koke. After both failed to catch on,
Candler set out to establish a legal claim to Coca-Cola in late 1888, in order to force his
two competitors out of the business. Candler purchased exclusive rights to the formula
from John Pemberton, Margaret Dozier and Woolfolk Walker. However, in 1914, Dozier
came forward to claim her signature on the bill of sale had been forged, and subsequent
analysis has indicated John Pemberton's signature was most likely a forgery as well.

In 1892 Candler incorporated a second company, The Coca-Cola Company (the current
corporation), and in 1910 Candler had the earliest records of the company burned, further
obscuring its legal origins. By the time of its 50th anniversary, the drink had reached the
status of a national icon in the USA. In 1935, it was certified kosher by Rabbi Tobias
Geffen, after the company made minor changes in the sourcing of some ingredients.

Coca-Cola was sold in bottles for the first time on March 12, 1894. The first outdoor
wall advertisement was painted in the same year as well in Cartersville, Georgia. Cans of
Coke first appeared in 1955. The first bottling of Coca-Cola occurred in Vicksburg,
Mississippi, at the Biedenharn Candy Company in 1891. Its proprietor was Joseph A.
Biedenharn. The original bottles were Biedenharn bottles, very different from the much
later hobble-skirt design that is now so familiar. Asa Candler was tentative about bottling
the drink, but two entrepreneurs from Chattanooga, Tennessee, Benjamin F. Thomas and
Joseph B. Whitehead, proposed the idea and were so persuasive that Candler signed a
contract giving them control of the procedure for only one dollar. Candler never
collected his dollar, but in 1899 Chattanooga became the site of the first Coca-Cola
bottling company. The loosely termed contract proved to be problematic for the
18
company for decades to come. Legal matters were not helped by the decision of the
bottlers to subcontract to other companies, effectively becoming parent bottlers.Coke
concentrate, or Coke syrup, was and is sold separately at pharmacies in small quantities,
as an over-the-counter remedy for nausea or mildly upset stomach.

On April 23, 1985, Coca-Cola, amid much publicity, attempted to change the formula of
the drink with "New Coke". Follow-up taste tests revealed that most consumers preferred
the taste of New Coke to both Coke and Pepsi, but Coca-Cola management was
unprepared for the public's nostalgia for the old drink, leading to a backlash. The
company gave in to protests and returned to a variation of the old formula, under the
name Coca-Cola Classic on July 10, 1985.

On February 7, 2005, the Coca-Cola Company announced that in the second quarter of
2005 they planned to launch a Diet Coke product sweetened with the artificial
sweetenersucralose, the same sweetener currently used in Pepsi One. On March 21,
2005, it announced another diet product, Coca-Cola Zero, sweetened partly with a blend
of aspartame and acesulfame potassium. In 2007, Coca-Cola began to sell a new
"healthy soda": Diet Coke with vitamins B 6, B12, magnesium, niacin, and zinc, marketed
as "Diet Coke Plus”. On July 5, 2005, it was revealed that Coca-Cola would resume
operations in Iraq for the first time since the Arab League boycotted the company in
1968.

In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-
Cola." The word "Classic" was truncated because "New Coke" was no longer in
production, eliminating the need to differentiate between the two. The formula remained
unchanged.

In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of 16-
ounce bottles sold in parts of the southeastern United States. The change is part of a
larger strategy to rejuvenate the product's image.In November 2009, due to a dispute
19
over wholesale prices of Coca-Cola products, Costco stopped restocking its shelves with
Coke and Diet Coke.

COCA COLA INDIA

Coca-Cola India was the leading soft drink brand in India till 1977 when it was forced
to close down its operation by a socialist government in the drive for self sufficiency.
After 16 years of absence, coca cola returned to India and witnessed a different culture
and economic platform. During their absence, Parle brothers introduced a new type of
cola called THUMS UP. Along with, they also formulated a lemon flavoured drink,
LIMCA, and mango flavoured, MAAZA. In 1993, coca cola bought the whole Parle
Brother operation, in a hope to beat the main competitor (Pepsi). They presumed that
with the tried and tested products ofParle they will be able to regain their throne in the
Indian soft drink market. Pepsi having a 6 year head start helped revive the demand for
global cola but it was not easy for the soft drink giant (coca cola) to return to India. Pepsi
put more focus on the youth of the country in their advertisements but coca cola tried
influencing Indians with the ‘American’ way of life, which turned out to be a mistake.
Coca-Cola invested heavily in India for the first five years, which got them credit of
being one of the biggest investor in the country; however, their sales figures were not so
impressive. Hence, they had to re-think their market strategies. Coca-Cola learned from
Hindustan Lever that reducing their will result in more turnover, hence leading to profit.
They launched an extensive market research in India. They ascertained that in India 3 As
must be applied; Affordability, Availability and Acceptability. Coca-Cola learnt that
they were competing with local drinks such as “NimbuPani”, “NarialPani”, “Lassi” etc.
and reached to a conclusion that competitive pricing was unavoidable. Since then they
introduced a 200 mlglass bottle for Rs.5.

Further, they had different advertising campaigns for different regions of the country. In
the southern part, their strategy was to make Bollywood or Tamil stars to endorse their
products. In various regions they tried portraying coca cola products with different

20
regional food products. One of the most famous ad campaigns in India was ‘Thanda
Matlab Coca-Cola’; they featured the same quote with different regional entities.

Presently, Coca-Cola is the biggest brand in soft drinks and is way ahead in market
share i.e. 60% in Carbonated Soft drinks Segment, 36% in Fruit drinks Segment, 33% in
Packaged water Segment, compared to its arch rival, Pepsi. Diversifying their product
range and having a competitive pricing policy, they have regained their throne.With
virtually all the goods and services required to produce and market Coca-Cola being
made in India, the business system of the Company directly employs approximately
6,000 people, and indirectly creates employment for more than 125,000 people in related
industries through its vast procurement, supply, and distribution System.

The Indian operations comprises of 50 bottling operations, 25 owned by the Company,

with another 25 being owned by franchisees. That apart, a network of 21 contract packers
manufactures a range of products for the Company.

On the distribution front, 10-tonne trucks – open bay three-wheelers that can navigate the
narrow alleyways of Indian cities – constantly keep our brands available in every nook and
corner of the Country’s remotest areas.

PRODUCTS OF COCA-COLA INDIA

COCA-COLA:-

In India Coca-Cola 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.

Over the past fourteen years has enthralled consumers in India by connecting with
passions of India – Cricket, movies, music & food. Coca-Cola’s advertising campaigns “Jo
ChahoHoJaye”&“LifeHoTohAise” were very popular & had entered youths vocabulary.

21
In 2002.Coca-Cola launched its iconic campaign “Thanda Matlab Coca-Cola” which sky
rocketed the brand to make it India’s favourite soft drink brand.

GLASS PET CAN FOUNTAIN

200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES
500ml, 1000ml 2.25L, 500ml,
100ml

Table - 1.0

DIET COKE :-

It’s refreshing, great tasting and contains just 1kcal per 330ml.Diet Coke was launched in
the US in 1982 and arrived in Great Britain a year later. It’s famous for its provocative
advertising campaigns and links with fashion designers.

LIMCA:-

Limca was introduced in 1971 in India. Limca has remained unchallenged as the No.1
sparkling drink in the cloudy lemon segment. The success formula is the sharp fizz and
lemoni bite combined with the single minded proposition of the brand as the provider of
“Freshness”.

Limca can cast a tangy refreshing spell on anyone, anywhere. Derived from “Nimbu” +
“Jaise” hence Lime Sa, Limca has lived up to its promises of refreshment and has been the
original thirst choice of millions of customers for over 3 decades.

GLASS PET CAN FOUNTAIN

200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES
500ml, 1000ml 2.25L,500ml,100
22
 ml

Table - 1.1

THUMS UP:-

Thums up is a leading sparkling soft drink and most trusted brand in India. Originally
introduced in 1977, Thums up was acquires by The Coca-Cola Company in 1993. Thums
up is known for its strong, fizzy taste and it confident, mature and uniquely masculine
attitude. This brand clearly seeks to separate the men from the boys.

GLASS PET CAN FOUNTAIN

200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES
500ml, 1000ml 2.25L, 500ml,
100ml

Table - 1.2

THUMS UP CHARGED :-

Coca-Cola India, one of the country’s leading beverage companies, announced the launch
of Thums Up Charged No Sugar, the company’s first home-grown beverage to be offered
in a no sugar variant with the same strong taste and extra thunder.

SPRITE:-

Sprite a global leader in the lemon lime category is the second largest sparkling beverage
brand in India. Launched in 1999, Sprite with its cut-thru perspective has managed to be a
true teen icon.

GLASS PET CAN FOUNTAIN

200ml, 500ml, 600ml, 330 ml VARIOUS SIZES

23
 300ml 1250ml, 1500ml,
2000ml, 2250ml

Table – 1.3

FANTA:-

Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a
strong market place and is identifies as “The Fun Catalyst”. Perceived as a fun youth brand,
Fanta stands for its vibrant colour, tempting taste and tingling bubbles that not just uplifts
feelings but also helps free spirit thus encouraging one to indulge in the moment. This
positive imagery is associated with happy, cheerful and special times with friends.

GLASS PET CAN FOUNTAIN

200ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES
300ml 2.25L, 500ml,
100ml

Table – 1.4

MINUTE MAID PULPY ORANGE:-

The history of the Minute Maid brand goes as far back as 1945 when the Florida Food
Corporation developed orange juice powder. The company developed a process that
eliminated 80% of the water in the orange juice, forming a frozen concentrate that when
reconstitute created orange juice. They branded it Minute Maid a name connoting the
convenience and the ease of preparation. Minute Maid thus moved from a powdered
concentrate to the first ever orange juice from concentrate.

The launch of Minute Maid in India (started with the south of the country) is aimed to
further extend the leadership of Coca-Cola in India in the juice drink category.Available in
3 PET pack sizes i.e. 400ml, 1 litre, 1.25 litres

24
Other flavors of minute maid available:-

Minute Maid Apple

Minute Maid Mango

Minute Maid Gritty Guava

Minute Maid Nimbu Fresh

Minute Maid Mixed Fruit

Minute Maid Litchi

Minute Maid Pulpy Mosambi

Minute Maid Pulpy Santra

Minute Maid Anar

Minute Maid Guava

Minute Maid Smoothie

MAAZA:-

Maaza was introduced in late 1970’s. Maaza has today come to symbolise the very spirit
of mangoes. Universally loved for its taste, colour, thickness and wholesome properties,
Maaza is the mango lover’s first choice.

RGB PET POCKET MAAZA

200ml, 250ml 250ml, 600ml, 1.2L 200ml

Table – 1.5
25
KINLEY:-

The importance of water can never be understated, Particularly in a nation such as India
where water governs the lives of the millions, be it as a part of everyday ritual or as the
monsoon which gives life to the sub continent. Kinley water comes with the assurance of
safety from the Coca-Cola Company.

Available in PET 500ml and 1000ml.

GEORGIA GOLD COFFEE:-

Georgia coffee was introduced in India in 2004. The Georgia gold range of Tea and coffee
beverages is the perfect solution for office and restaurant needs. Today Georgia coffee is
available at Quick-Service Restaurants, Airports, Cinemas and in Corporates across all
major metros in India.

HOT Espresso, Americano, Cappuccino, Caffe Latte,

BEVERAGES Mochaccino, Hot Chocolate, Cardamon Tea.
COLD Ice Teas, Cold Coffee.
BEVERAGES

Table – 1.6

Fuze Tea Peach:-An unexpected fusion of peach juice with a delicate taste of hibiscus
and black tea extracts.Low in calories and made from quality blended ingredients ,it’s
never been so delicious to serve yourself a little me – time.

Schweppes Tonic Water :-

Schweppes Indian Tonic Water is part of the Schweppes Mixers range. They can be
enjoyed on their own or combined with alcohol or fruit juice.

MARKETING MIX OF COCA-COLA INDIA

PRODUCT:-
26
Coca-Cola India has a wide range of products in its product line i.e. Coca-Cola, Fanta,
Sprite, Thums Up, Maaza, Minute Maid and Georgia Gold. Bottled water was another area
where Coca-Cola identified major opportunities. In 2002, Packaged drinking water in India
was a Rs 1,000 cr industry and growing by 40% every year. PDW was a low margin – high
volume business, but it was an attractive proposition for bottlers as it increased plant
utilization rates. In this market Coke’s Kinley was pitched against Ramesh Chauhan’s
Bisleri and Pepsi’s Aquafina. The product not only faced intense competition but also was
difficult to differentiate. Coke positioned Kinley as natural water with the tag line
“BhoondBhoond Mein Vishwas”(Trust in each drop of water).

In early 1999, the parent company acquired Cadbury Schweppes. As a result 12 more
bottlers were brought into CCI’s fold. This acquisition added Crush, Canada Dry and Sport
Cola to CCI’s product line. This meant CCI had three orange, clear lime and cola drinks
each in its portfolio.

 PRICE:-

Coke learnt with experience that price was a strategic weapon in an emerging market like
India. An increase in value added tax in 1996 had taken the price of the 300ml bottle
beyond the reach of many Indian customers. In 2000, CCI conducted a yearlong
experiment in coastal Andhra Pradesh by introducing a 200ml bottle at Rs 7. The volumes
went up by 30% demonstrating the importance of consumer affordability. So the 200ml

pack priced at Rs 5 was rolled out countrywide in January 2003. The advertising
Campaign highlighted the affordability and Indian image.

To make it affordable, Coke introduced Kinley in 200ml pouches for Re. 1 in selected
places in Ahmadabad and 200ml water cups in Maharashtra, priced at Rs 3 per cup in
testing marketing exercise conducted in mid – 2002. In 2002 Kinley with 35% market share
had become the leader in the retail PDW segment and was contributing 20% of CCI’s
revenues.

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 PLACE:-

Coke pushed down responsibilities from corporate headquarters to the local business units.
The aim was to effectively align CCI's corporate resources, support systems and culture to
leverage the local capabilities. CCI's operations had been divided into North, Central and
Southern regions. Each region had a president at the top, with divisions comprising
marketing, finance, human resources and bottling operations. The heads of the divisions
reported to the CEO. Bottling operations were divided into four companies directed by the
bottling head from headquarters. Under the new plan, CCI shifted to a six region profit
center set up where product customization and packaging, marketing and brand building
were taken up locally. A Regional General Manager (RGM) headed each region with the
regional functional heads reporting to him. All the RGMs reported to VP (Operations, who
in turn reported to CEO. The four bottling operations, with 37 bottling plants, were merged
into Hindustan Coca-Cola Beverages (HCCB). Each of the six regions had on an average
six bottling plants. Each plant was headed by an Area General Manager (AGM) and held
profit center responsibility for a business territory. He reported to the RGM as well as the
head of bottling at the head quarters.

 PROMOTION:-

In the initial years, CCI focused on establishing the Coca-Cola brand quickly. The
marketing campaign positioned Coca-Cola as an international brand and did not emphasize
local association. Coke, as a deliberate strategy, decided not to spend heavily on promoting
Thums Up. Indeed the marketing spend on Thums Up between 1993 and 1996 was almost
negligible. The overall marketing effort was also not focused as CCI changed the head of
marketing three times during the period. Thumps Up remained neglected. Inadequate
marketing support for other Parle brands also led to their declining market shares.

The bottlers taken over by Coke also had problems adjusting to a new work culture. They
argued that CCI's lack of interest in promoting Thumps Up was resulting in falling sales
and asked CCI to take corrective action.
28
Coke is primarily targeted at young individuals over the age of twenty-five. This can be
seen by Coca-Colas advertising campaigns, which are aimed towards the young, by
featuring well known personalities popular to this age group. During 90'ies Coke's
promotion efforts did not seem to be effective. They were focused on mega events like the
1996 Cricket World Cup held in India. CCI's World Cup Cricket campaign was
overshadowed by Pepsi's "Nothing official about it" campaign. Major analysts were
surprised that Thumps Up was totally out of the picture during such a mega event. In 1998
localization of marketing efforts, CCI signed up celebrities like Aamir Khan, Aishwarya
Rai, and Sunil Gavaskar to promote Coke. Coke also began efforts to rejuvenate the Parle
brands, Limca and Thumps Up. In 1998, India was declared the fastest growing market
within the Coca-Cola system. But things were far from normal. Attempts at building
growth through discounts and PET take home segment were not very successful because of
lack of coordination between the launches and marketing back-up.

To maintain good relationships with bottlers and avoid defections to the other camp,
dealers had been pampered by offering expensive overseas trips. In 2000, Coke wrote off
investments in India, amounting to $400 Mn. The revised value of CCI's assets after the
charge was $300 mn.

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 4.
RESEARCH

METHODOLOGY

30
OBJECTIVES OF THE STUDY

 To measure the current position of Coca- Cola Company.

 The study was aimed to perform Market Analysis of Coca-Cola Company & find
out different factors effecting the growth of Coca-Cola.
 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. It is primarily directed to the general public but was done only in
berampur city.

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.
1. Exploratory Research:-

The objective of exploratory research is to gather preliminary information that will help
define problems and suggest hypothesis.

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2. Descriptive Research:-

The objective of descriptive research is to describe things, such as the market potential for
a product or the demographics and attitudes of consumers who buy the product.

3. Casual Research:-

The objective of casual research is to test hypothesis about casual and effect
relationships.Based on the above definitions it can be established that this study is a
Descriptive Research as the attitudes of the customers who buy the products have been
stated. Through this study we are trying to analyze the various factors that may be
responsible for the preference of Coca-Cola products.

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.
 Text books.
 Marketing reports of the company.
 Internet.

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 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 respondent’s response to
the questionnaire given to them. The various research measuring tools used are:-

 Questionnaire.
 Personal interview.
 Tables.
 Percentages.

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:-

i. Through questionnaire – 25 respondents.

ii. Through personal interview – 7 respondents.

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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.

Sampling Tools Respondents Number

Questionnaire Customers 25
Personal Interview Customers 7
Total 32
Table – 1.7

FIELD WORK:-

The study was conducted in Berhampur.

 The questionnaires were given to the respondents to fill in order to get their
feedback.
 Questions were read out to the respondents and the answers were noted.

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 study was confined to Berhampur city due to which the result cannot be applied
universally.

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 5.
DATA ANALYSIS

35
AGE GROUP & GENDER:

Age Male Female Total Percentage

Below 15 1 1 2 6.25
15-25 22 6 28 87.5
25-50 1 - 1 3.125
50 Above 1 - 1 3.125
Total 25 7 32 100
Table-1.8

Table-1.8 Represents age wise classification of respondents.

From Table.1.8, we can comprehend that 90% of total respondents belong to the age
group of 15-20. This is because most of the consumers that prefer or consume Coca-Cola
products belong to this age group. About 6% belong to age group below 15 and 3% belong
to age group of 30-40.Form Table 1.8, we come to know that the gender ratio of the total
respondents is almost 2:1 (male: female) .

PURCHASING PORTAL PREFERENCE:

Source No.of Customers Percentage

Super Market 2 6.25
Retail 18 56.25
Vendor Machine 4 12.5
Restaurant 5 15.625
Multiplex 3 9.375
Table-1.9

Table-1.9 refers to source of purchasing soft drinks.

From the above data, we have ascertained that preferred portal for purchase of Coca-Cola
products is the retail shops i.e. 56.25%. 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.18.75% prefer to purchase from Supermarkets and Vendor
machines. 25% prefer to purchase from Restaurants and Multiplexes
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.REASON FOR CONSUMPTION:.

Reasons No. of Customers Percentage

Party 7 21.875
Festivals 1 3.125
Cinemas 5 15.625
Anytime 19 59.375
Table-1.10

Table -1.10 presents reason for drink coca cola.

From this table, we infer that there is no specific occasion why people purchase Coca-Cola
products. Although some of the advertising campaigns target special occasion or festivals.
From Table 1.10 it is concluded that 59.375% respondents purchase Coca-Cola without any
specific reason. About 21.875% purchase for the purpose of parties, 15.625% purchase
while watching movies in the cinemas and only about 3.125% purchase during festivals
and for picnic purposes.

SOFT DRINK PREFERENCE:

Preference No.of customers Percentage

Coca Cola
Pepsi
Other products of coca cola
Other products ofpepsi
Other soft drinks
4 12.5
2 6.25
18 56.25
2 6.25
6 18.75
Table-1.11

Table-1.11 represents soft drink preference by customer.

From the above table we interpret that about 70% of the respondents, prefer consuming
Coca-Cola product overPepsi and other drinks. This clearly states why Coca-Cola is market
leader with almost 70% of market share. 6.25% prefer Pepsi Products and only 18.75 prefer
other drinks.

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QUANTITY PREFERENCE:

Quantity (In LTR.) No.of Customer Percentage

Below 1 25 78
1 5 16
2 2 6
Table 1.12

Table 1.12 refers quantity preference of customers.

From Table 1.12, we infer that about 78% of respondents prefer to purchase below1 litter
bottles of Coca-Cola Products. About 16% prefer 1 littre bottles and only 6% prefers 2
litter bottles of Coca-Cola.

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 6.

SUGGESTIONS

AND

CONCLUSION

39
SUGGESTIONS

The suggestions made in this section are based on the market study conducted as part of
“Coca-Cola India”. The suggestions are arranged in order of priority, highest first.

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

 The company should make hindrance free arrangement for its customers/retailers
to make any feedback or suggestions as and when they feel.

 The company should focus to bring some more flavours like health drinks and
other low-calorie offerings.Coca-Cola India can also introduce some fruit based drinks, as
it has already entered the energy drink arena with “Burn”.

 Coca-Cola’s 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.

 The company should be always in a position to receive continuous feedback and

suggestions from its customers/ consumers as well as from the market and try to solve it
without any delay to establish its own good credibility.

 A strong watch should be kept on distributors so that the goodwill of the BRAND
doesn’t get affected.

40
CONCLUSION

Though there were certain limitations in the study 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 majorpart 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 today’s 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 tothe other provider. Therefore to survive in this cutthroat competition, you need to
be thebest. Customer is no more loyal in today’s scenario, so you need to be always on
yourtoes.

BIBLIOGRAPHY

BOOKS:

 Marketing Management – Kotler Philip.

 Research Methodology – Kothari.

WEBSITES:

 www.thecoca-colacompany.com
 www.news.bbc.co.uk
 www.india-server.com
 www.coca-colaindia.com
 www.wikiinvest.com
 www.open2.net

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QUESTIONNAIRE

 NAME:
..............................................................................
 GENDER:
a) Male b) Female

 Do you drink Soft drinks?

a) Yes
b) No

 How often do you have soft drinks per week?

a) Once a week
b) Twice a week
c) Thrice a week
d) Everyday
e) Rarely

 What drink comes to your mind when you think of soft drinks?
a) Coca-Cola
b) Pepsi
c) Other products of Coca-Cola
d) Other products of Pepsi
e) Other drinks

 What quantity do you usually prefer to buy?

a) 200-250 ml Glass bottle
b) 300 ml Can
c) 500 ml Pet bottle
d) 1 litre
e) 2 litter

 What occasions do you prefer to buy Coca-Cola products?

a) Festivals
b) Picnics
c) Parties
d) Cinemas
e) Just like that

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 What is your most preferred channel for purchasing Coca-Cola products?
a) Super markets
b) Retails
c) Vendor Machines
d) Pubs & Restaurants
e) Multiplexes

Thank you!

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