Summer Training Report On MARKETING STRATEGIES OF COCA COLA

Submitted to Mrs Mishika Bhatnagar Project Supervisor By Neha Chadda MBA 4th Semester Roll no-1070270030 NOVEMBER 2011

MAHAMAYA TECHNICAL UNIVERSITY TO

DEPARTMENT OF MANAGEMENT STUDIES MIT COLLAGE OF MANAGEMENT MORADABAD. (U.P.)

MARKETING STRATEGEIS OF COCA COLA

by
Neha Chadda

MBA IV SEMESTER SUBMITTED TO MIT COLLEGE OF MANAGMENT IN THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION AT THE MIT COLLEGE OF MANAGEMENT MORADABAD NOV. 2011 The author hereby grants MIT College Of Management permission to reproduce and to distribute publicily papers and the copies of the project report in whole or in part

Signature of student Mit College Of Management

Certified by Miss Vandana Tamta Project Supervisor Accepted by S.Awasthi Professor and Head Department of management studies

CERTIFICATE
This is to certify that neha chadda student of MIT COLLEGE OF MANAGEMENT, RAUNAQ AUTOMOTIVE COMPONENTS LIMITED on the topic of Recruitment and Selection and has submitted the field work report in partial fulfillment of MASTER IN BUSINESS ADMINISTRATION of the UNIVERSITY OF MAHAMAYA TECHNICAL NOIDA for the academic year 2010-11 She has worked under our guidance and direction. The said report is based on bonafide information.

PREFACE

In our Two degree Program of MBA of there provision for doing summer training after IInd semester.The essentaial purpose of the project is to given an exposure and Detailed outlook to the student of the practical concept,which they already studied Research.For this purpose,I was assigned the project for the MARKETING STRATEGIES OF COCA COLA The project lasted for 4 weeks,it was informative,interesting and inspiring. I hope this project will provide an experience outlook to the dynamic functioning in the marketing department in the company.

ACKNOWLEDGEMENT

It gives me immense pleasure to place my project report onMARKETING STRATEGIES OF COCA COLA the topic in front of the examiners. I would like to give a word of thanks to the people who have supported me to make my project up to the mark. I am very much thankful to RAUNAQ AUTOMOTIVES COMONENTS LIMITED (RACL) & I would also like to acknowledge Mr. WC BHARADWAJ (HR MANAGER),for patiently attending my queries and providing me a kind Support at every stage of my project. It was really a pleasure working under Such a healthy environment with so many intelligent people around. Mrs. Nishtha Saxena Senior Hr Executive RACL for providing me such a great opportunity to do my summer internship in Company & for showing faith in me and giving me this opportunity to do my project with RACL I am highly indebted to Mam vandana Tamta who is my project guide and mentor for her timely guidance and support throughout the project. She provided me his valuable inputs, which was very much helpful in completing my project. Lastly I would like to thank my institute, MIT College Of Management, the Director Mam of my institute Dr. S.AWASTHI and God almighty.At every stage of my project, their counseling helped me enormously

DECLARATION I hereby declare that the project titled Recruitment and Selection is an original piece of research work carried out by me under the guidance and supervision of MRS NISTHA SAXENA. The information has been collected from genuine & authentic sources. The work has been submitted in partial fulfillment of MASTER IN BUSINESS ADMINISTRATION,MAHAMAYA TECHNICAL UNIVERSITY NOIDA.

TABLE OF CONTENTS
Chapter No.1 Title Preface Acknowledgement Declaration List of figures 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Introduction Scope and Importance Literature Review Companys Profile Product Profile Research Methodology Finding and analysis Conclusions Recommendations Limitation Bibliography Page No i ii iii iv

Appendices

CHAPTER I INTRODUCTION

INTRODUCTION

CHAPTER II SCOPE & IMPORTANCE

SCOPE AND IMPORTANCE

Every project has scope which defines its application & importance which results into improvement in existing one. The scope also tells us the purpose of the project

CHAPTER III OBJECTIVES

OBJECTIVES OF THE PROJECT

CHAPTER IV LITERATURE REVIEW

LITERATURE REVIEW
Coke begins its operation on 4th Sept. 1998 by taking over the franchise bottler. It is located at E-I Industrial Area, Patliputra. Plant is spread over an area of 1.75 acres and houses most sophisticated machinery to produce coca-cola and many other brands marketed by the company. The manufacturing unit of HCCBPL, situated at Patliputra Industrial area Patna (Bihar), is the third largest plant and one of the bottling operations owned by the company. The Plant has one RGB (Returnable glass bottles) lines which yields 600 bottles per minute. The plant can produce around 18000 cases of soft drinks per day and employees 200 workers to do the same.

Our local marketing strategy enables Coke to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions. What people want in a beverage is a reflection of who they are, where they live, how they work and play, and how they relax and recharge. Whether you're a student in the United States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple in Korea buying bottled water after a run together, we're there for you. We are determined not only to make great drinks, but also to contribute to communities around the world through our commitments to education, health, wellness, and diversity.

Coke strives to be a good neighbor, consistently shaping our business decisions to improve the quality of life in the communities in which we do business. It's a special thing to have billions of friends around the world, and we never forget it.

MARKET POSITIONING

Objectives and Strategies

Marketing objectives follow: Change Coca-Colas brand image towards more global/local responsible attitude. Inform target audience about features and benefits of the new product. Boost sales based on the predicted overtaking of carbonated drinks by health drinks by 2015 Product Range The total range of Coca Cola company in Pakistan includes: Coke. Sprite. Fanta Diet Coke.

And company offers their products in different bottle sizes these includes: SSRB (standers size returnable bottle) LRB (litter returnable bottle) NRB (no return bottle) or disposable bottle PET 1.5 (1.5 litter plastic bottle) CANS (tin pack 330 ml)

Packing Coca cola products are available in different packing 24 regular bottle shell 6 bottle pack for 1.5 pets 12 bottles in a pack for disposable bottle 24 cans in one pack.

Features Sports/fitness design Whatever coke product has been put in the bottle by the dispensing unit the logo is present on the bottle. Ergonomically Designed

Benefits Coke lifestyle connotations Health/fitness lifestyle connections Fair-trade, sustainability, eco-friendly connections. Cheaper product in the long run

PRICE STRATEGY Trade Promotion Coca cola company gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles, by this these retailers and middle man push their product in the market. And thats why coca cola seen more in the market. And they have a good sale in the market because according to the expert which product seen more in the market that sells more. Seen as sold They do agreements with a shop keepers and stores to exclusive sale in that stores. These stores are called as KEY accounts in their local language.And coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives. Different Price In Different Seasons Some times Coca Cola Company change their product prices according to the season Summer is supposed to be a good season for beverage industry in Pakistan. So in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle.

On the right is a marketing tool to work out pricing strategy. Coca-Cola have a high market share, competitor pressure has forced customer sensitivity to price to be fairly high, sales volume is of course high and profit margin is fairly low as the Coca-Cola products are fast moving consumer goods. This points to penetration strategy. Penetration pricing means the setting of lower rather than high prices to achieve potentially dominant market share. This can only be done where demand for the product is believed to be highly flexible, basically demand is price-sensitive and either new consumers will be attracted, or existing consumers will buy more of the product because of a low price. A good penetration strategy may lead to large amount of sales and large market shares. The strategy may also promote complimentary products. The main product may be priced low to attract sales, customers are then sold accessories. This strategy will work nicely in promoting reuse of Coca-Cola packaging via a beverage holder of vessel which is purchased separately and refilled. The potential disadvantage of bringing in this strategy is the likelihood of competitors doing the same by reducing their prices, therefore damaging any advantage of the reduced price. Price Penetration is most appropriate in industries where standardization is important. The product that achieves high market penetration often becomes the industry standard, in regards to the new Coca-Cola beverage vessel, it is trying to create a standardization of how consumers use the beverage container. Coca-Cola are likely to receive stiff competition soon after introduction

PROMOTION STRATEGIES The following areas of the marketing communications mix will all blooked at to consider the relative strengths and weaknesses and if andhow they will be applied in the case of this plan. Advertising - Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor. Personal selling - Personal presentation by the firms sales force for the purpose of making sales and building customer relationships. Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service. Public relations - Building good relationships with the companys various publics by obtaining favorable publicity, building up a good "corporate image", and handling or heading off unfavorable rumors, stories, and events. Direct marketing - Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.

Advertising Form: Billboards

Strengths/Weaknesses: Strengths: Seen by a large audience, hard to avoid, large presence, people highly receptive. Weaknesses: Because its an old form of advertising and so widely used consumers learn to ignore it, doesnt target audience.

Tools or tactics: Coke have incorporated interesting billboards before, they frequently advertise on the neon displays in both Piccadilly Circus in London and Times Square New York. They have also used 3D billboards in the United States. 21 Unnecessary for product launch as consumers will probably be more inclined and used to this form of advertising by 2015. Coke have good cult TV adverts, such as their Christmas advert which consumers pay attention to seeing around this time of year. Watershed on junk food advertising will prevent current Coca-Cola products being advertised, like McDonalds though, The proposed idea will help combat this and mean this form of advertising is still viable.

TV Adverts

Strengths: Seen by a large audience, can be targeted on specific programmes/channels, good communication device. Weaknesses: watershed on junk food soon in place, Sky+ and digital TV allows skipping of adverts.

Magazine/Newspaper

Strengths: Target market specific, readers highly receptive. Weaknesses: consumers have learnt that glossy magazines are full of adverts and flick through them.

Advertising in lifestyle magazines with any emphasis on sports, fitness, health and crossovers in cokes lifestyle image would be a viable form of advertising for the new product.

Public/Street Furniture

Strengths: Seen by a large audience, events or places e.g. football stadium, good for brand association. Weaknesses: Not long timescale, needs to be updated frequently to attract audience. Not always reaching target Strengths: Can be targeted on specific websites, good communication device, cheap Weaknesses: Emails from businesses can be flagged as SPAM, Opportunities in social networking sites for viral advertising.

Continue Coca-Colas sponsorship of Olympics and UK football leagues with emphasis on Cokes range of healthier drinks. Good for brand image lifestyle and looks better for cokes social responsibility.

Online advertising

In the form of email to subscribers, informing them on new product. TV style adverts can be directly shared with users on the social networking site YouTube and good adverts have created cult followings on the Video websites.

As already said Coke is a massive global brand with huge brand awareness, the emphasis of advertising would be on a TV advertising campaign which would be on the company website and virally spread on social video sites such as YouTube. The advert should gain cult status and in theory the target market will virally spread the advert to friends in the same market. Consumers are highly responsive to videos they have chosen to watch on the web. Reaching the target market through more sport sponsorship promotes cokes lifestyle image and the new healthier product well.

Personal Selling
The sales force needs to communicate with current distribution channels for Coca-Cola. CocaCola Enterprise currently distribute cooler fridges and vending units to community centres, sports halls and shops. These would be replaced via a liquid dispensing vending unit which the distributor is likely to take on board because of Cokes market share. But due to Coca-Colas

recent failures with DeSani and Coke Zero they might need more incentives. Along with information on the benefits of switching units incentives based on Cokes sponsorship deals could be offered such as free tickets to sporting events, such as football

22

23

Getting shelves They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers. Eye Catching Position Salesman of the coca cola company positions their freezers and their products in eyecatching positions. Normally they keep their freezers near the entrance of the stores. Sale Promotion Company also do sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share. UTC Scheme UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. This scheme is very much popular among children. DISTRIBUTION CHANNELS Coca Cola Company makes two types of selling Direct selling Indirect selling Direct Selling

In direct selling they supply their products in shops by using their own transports. They have almost 450 vehicles to supply their bottles. In this type of selling company have more profit margin. Indirect Selling They have their whole sellers and agencies to cover all area. Because it is very difficult for

them to cover all area of Pakistan by their own so they have so many whole sellers and agencies to assure their customers for availability of coca cola products.

FACILITATING THE PRODUCT BY INFRASTRUCTURE For providing their product in good manner company has provided infrastructure these includes: Vizi cooler Freezers Display racks Free empty bottles and shells for bottles ADVERTISEMENT Coca cola company use different mediums Print media Pos material Tv commercial Billboards and holdings Print Media They often use print media for advertisement. They have a separate department for print media. POS Material Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas.

TV Commercials As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does

regular TV commercials on different channels. Billboards And Holdings Coca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards. EXPECTATIONS FOR THE COMING YEAR

Every thing starts from the attitude of consumers behavior. And the basic key to attract the consumers is to throw the money away. And positive feeling felling with the brand, which they used to have Coke wants to advertise their products heavily in the coming year. And it will take the 10% of their profits. And when we take it as a global level it is $ I billion. Coming year is the challenging year for the industry of Coke. They have to take lots of decisions that how to increase the production and where they have to spend money. For gaining success in coming year they have to have some important things like: 1.Loyal consumers are important for companys success. 2.Workers should be the brand centric not the promotion centric. 3.They should know how much to for the brand activities. 4.They should also know that how much to do with the promotion activities for brand. HOW COKE DETERMINE THE YEARLY BUDGET Coke determines its yearly budget by the Sales volume Profitability Target volume

Sales Volume Coke determines its yearly budget through the sales volume. They first concentrate on the thing is what is the condition of their sales? if the condition is good of their sales then they definitely increase their production and sales volume. Otherwise they concentrate on their old strategies.

Profitability: The second thing through which they determines budget is the profit .if they r getting profits with the high margin, then they definitely want to increase their profits in the next coming year. Every organization runs on the basis of getting high profits. No organization wants to face Loss in their business. To get profit is the first priority of the Coke. Target Volume: To run the business every industry has some targets, which they want to achieve in a specific time period. If industry achieves those goals in that period then for the coming year it increases the volume of the target. So Coke Follow the same thing it has also some goals and targets to achieve in the given time period. When they succeed to achieve that target then they increase their target volume in the next year

SALES PROMOTION ACTIVITIES Coca-Cola Cricket Cricket the most sought after; watched & played game in Pakistan .the game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time. It has ranged from tobacco to lubricants to communication companies to banks to airlines & lately to the beverage industry. The competition has become tougher & tougher as the time has progressed. Coca-Cola signed a sponsorship agreement with eight of Pakistans National cricket players. Coca-Cola realizing the fact that cricket is a very strong element by which it can reach it consumers & masses invested in the opportunity and launched a massive campaign on mass media showing all these cricket stars endorsing & complimenting CocaCola brand. The Coca-Cola Company developed three TV commercials & four testimonial ads with the player & ran them on the national net work during various cricket matches. These bold steps taken by the Coca-Cola marketing unit acclaimed them many acknowledgements across the board. This campaign helped Coca-Cola to establish its association with the game & the player. Coca-Cola Concerts Abrar-ul-haqs distinct style, lyrics & songs have made him an instant hit among the masses in Pakistan. His enormous popularity in the country & abroad is supported by Coca-Colas commitment towards providing healthy & fun-filled entertainment for the youth of Pakistan. Coca-Cola brought Abrar to his fans through holding concerts & featuring Abrar in a much-appreciated TVC & MMT featured throughout the country. The TVC campaign focused on the hectic lifestyle of a pop star who found respite & relief through Coca-Cola in short moments that he had to himself during a concert. Coca-Colas brand positioning of providing deep down refreshment for the body, soul & mind were captured accurately in the TVC & depicted aptly how the drink completes the moment for Abrar.

Coca-Cola Food Mela With a splash of food, fun & prizes to be won, the Coca-Cola food mela treated the people of Karachi, to a festive food festival comprising of 50 restaurants, spread out all over the bustling citys map. The promotion saw the avid families & friends enjoying the delicacies at the restaurants; all resiliently upholding the Coca-Cola identity

Coca-Cola Basant Festival In February the month of basant the parks & horticulture authority in Lahore nominated Coca-Cola the official sponsor of the basant festival .Coca-Cola added to the carnival atmosphere by making the festival free to enter & decorating all main roads in Lahore with illuminated kites. Coca-Cola also hosted a concert of pop idol Abrar-ul-haq, had childrens parade & held the Coca-Cola kite flying championship during the basant festival. Now where there is basant there is Coca-Cola, it has been impossible to envisage basant without Coca-Cola. Coca-Cola give the more refreshing flavor to the colors of basant by adding more life to the festival, giving the consumer a unique experience which they had never tasted before.

Coca-Cola GO-RED Quenching the thirst of motorist, pedestrians & passerbys during Lahores hottest summer season, Coca-Colas GO-RED teams went out into the cities main quadrants to serve & refreshon the spot with ice-cold Coca-Colas at discounted prices backed by a heavy FM announcement campaign the GO-RED stall, served well to promote the Coca-Cola industry. Coca-Cola Party in a Park In June 2000, Coca-Cola created an experiential musical evening in Lahore, where Junoon performed. This program was recorded and one-hour program shown in the national TV for free.10 million households saw Coca-Cola Party in a Park while 10 thousand people attended the event.

Coca-Cola Shopping Festival Coca-Cola hosted The Coca-Cola Shopping Festival Lahores first shopping festival, a resounding success with tempting discounts, live music, great prizes & fire works. Liberty marketing Gulberg was a hive of activity during the weeklong shopping extravaganza. The in augural event proved so popular that it is now set to become an annual fixture. Coca-Cola Pet Promotion In 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in Pakistan. Targeting house wives & family home, Coca-Colas 1.5 liter Pet bottle, took the limelight & gained momentum with a campaign promoting the unique packaging and its numerous consumer benefits .A treat for the family, Coca-Colas PET was offered through a price-off promotion that said. Go out & get some Coca-Cola Ramzan Campaign A very special occasion for the people of Pakistan Ramzan saw another very special CocaColas promotion, marketing the popular 1.5 liter PET bottle & the 1 liter bottle with a super price-off promotion. The emphasis on enjoying Coca-Cola at Iftar with friends & family. Coca-Cola Wonder of the World Promotion In July 2000, Coca-Cola set the stage of the grand UTC promotion. Coca-Cola went ahead with the idea of giving consumer chances to win fabulous, magical dream vacation to numerous wonder destination throughout the world on every purchase of a 250 ml RGB bottle of Coca-Cola, Sprite, & Fanta.The promotion gave consumers a chance to win free drink, a trip to PARIS, HOLLYWOOD, NEWYORK, SINGAPORE & CAIRO along with airfare & four nights free stay in these dream lands. The promotion saw avid consumer collecting Coca-Cola Crown caps & sparked a keen response from the public , rendering an outstanding testimonial campaign in the second phase, highlighting the winners over whelmed in the magical delight of their favorite beverage Coca-Cola. Coca-Cola & Nokia In August 2001, the new under-the-crown promotion

CHAPTER V COMPANY PROFILE

COMPANY PROFILE

The Coca-Cola Company was originally established as the J. S. Pemberton Medicine Company, a co-partnership between Dr. John Stith Pemberton and Ed Holland. Dr. John Stith Pemberton for the first time produced the syrup for Coca-Cola on May 8, 1886 The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. In July 1985, Coke was the first soft drink to be enjoyed in outer space on the space shuttle Challenger Coca Cola owns more than of the worlds beverages. Coke is affordable in all the outlets we surveyed. Coke comes in a variety of sizes worldwide, so you can use it for a crowd or as a personal snack. Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India Coca-Cola re-entered India in 1993. The vision of the company is to lead beverage revolution in the world and provide its consumer quality beverages at affordable price. As on June 2005, Company has 78 manufacturing locations across 24 states of the country.

The4 coca cola was first invented by doctor john pemberton a pharmacist from atlanta georgia in may 1886.john pemberton concocted the cocacola formula in 3 legged brass kettle all this was done in his backyard. The Mission Statement of the Coca Cola Company Our mission statement is to maximize shareowner value over time. In order to achieve this mission, we must create value for all the constraints we serve, including our consumers, our customers, our bottlers, and our communities. The Coca Cola

Company creates value by executing comprehensive business strategy guided by six key beliefs: 1.Consumer demand drives everything we do. 2.Brand Coca Cola is the core of our business 3.We will serve consumers a broad selection of the nonalcoholic ready-todrink beverages they want to drink through out the day. 4. We will be the best marketers in the world. 5.We will think and act locally. 6.We will lead as a model corporate citizen. The ultimate objectives of our business strategy are to increase volume, expand our share of worldwide nonalcoholic ready to drink beverages sales, maximize our longterm cash flows, and create economic value added by improving economic profit. The Coca Cola system has more than 16 million customers around the world that sells or serves our products directly to consumers. We keenly focus on enhancing value for these customers and helping them grow their beverage businesses. We strive to understand each customers business and needs, whether that customer is a sophisticated retailer in a developed market a kiosk owner in an emerging market. There are nearly 6 million people in the world who are potential consumers of our companys product. Ultimately, our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and our ability to add value for customers. We achieve this when we place the right products in the right markets at the right time.

Coca-Cola Enterprises, established in 1986, is a young company by the standards of the Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of CocaCola that is the foundation for this Company.

The Coca-Cola Company traces its beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton , began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead , secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. The Coca-Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986, The Coca-Cola Company merged some of its company-owned operations with two large ownership groups that were for sale, the John T. Lupton franchises and BCI Holding Corporation's bottling holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock to the public on November 21, 1986, at a split-adjusted price of $5.50 a share. On an annual basis, total unit case sales were 880,000 in 1986. In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company, again helping accelerate bottler consolidation. As part of the merger, the senior management team of Johnston assumed responsibility for managing the Company, and began a dramatic, successful restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion

MARKET SHARE Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market share. This company controls about 59% of the world market.

MARKET SHARE BY AREA: Coca Cola is the world-renowned soft drink and the company is currently operating through out the world. The world wide total is about 17.8 billion. The operation review according to the segments is as follows. Operation Review

(2002 worldwide unit case volume by operating segment) NORTH 30% AMERICA LATIN AMERICA EUROPE & 25% 22% 17% 6%

MIDDLE EAST ASIA AFRICA

EVOLUTION OF COCA COLA

1894- A modest start for Bold area 1899-The first bottling argeement 1900-1909-Rapid growth 1916-birth of contour bottle 1920-bottling overtakes fountain sales 1920-1930-international expansion 1940-post war growth 1950-packaging innovations 1960-new brnada introduce 1970-1980-cosolidation to serve customers 1990-new nd growing markets 2001-lauched the new fridge pack in usa 2005-innovative aluminum contour bottles intoduced commonly called M5 2006-cocacola turns 120 launches the every drop counts 2007-launches the PET bottles.

VISION & MISSION MISION Refresh the world Inspire moments of hapiness & optimism Create value & make a difference. VISION People-be a great place to work where people are inspired Portfolio-bring portfolio of quality brands Partners-nurture a winning network of customers Planet-be a responsible citizen that make adifference by helping build.

OUR WINNING CULTURE Defines the attitude & behaviour that will be required of us to make our 2020 vision a reality

LIVES OUR VALUES Leadership Collaborations Intergrity Accountability Diversity Quality The courage to shape a better future leverage collective genious Be real If it is to b,its up to me as inclusive as our brands what we do,we do well

FOCUS ON THE MARKET Focus on needs of our customers,consumers and franchise partners. Get out in to the marketand listen and observe them. Possess a world view. Focus on execution in the market place.

WORK SMART

Act with urgency Remain responsive to change Have the courage to change course when needed. Work efficiently.

ACT LIKE OWNERS Be accountable for our actions Reward our people for taking risks Learn from our outcomes

http://www.scribd.com/doc/61280295/Coca-Cola-Dissertation

http://www.scribd.com/kunal_9616/d/36876074-coca-cola-marketing-annalysis

http://www.slideshare.net/Anamika_Tarafdar/cocacola-summer-internship-report

http://en.wikipedia.org/wiki/The_Coca-Cola_Company http://www.scribd.com/doc/36461844/79/SWOT-ANALYSIS-OF-COCA-COLA-INDIA

SWOT ANALYSIS OF COCA COLA

Strengths

Weaknesses

Internal

-Popularity -well known -branding recognized -A lot of finance -customer loyalty -International Trade obvious and

-Word of mouth -lack of popularity of many Coca Colas easily brands -Most unknown and rarely seen -result of low profile or non-existent advertising -health issues

Threats

Opportunities

External -changing attitude -legal issues

health-consciousness -many successful brands to pursue -advertise its less popular products -buy out competition. -More Brand recognition

-Health ministers -competition (Pepsi)

SWOT analysis is a technique much used in much general management as well as marketing scenarios. SWOT consists of examining the current activities of the organizationits Strengths and Weakness- and then using this and external research data to set out the Opportunities and Threats that exist.

a) Strengths:
Coca-Cola has been holding a large part of world culture for a very long time. Coca cola has focused on brand image and brand loyalty along with providing supreme taste and quality. The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia. This extremely recognizable branding is one of Coca-Cola's greatest strengths. "Enjoyed more than 685 million times a day around the world Coca-Cola stands as a simple, yet powerful symbol of quality and enjoyment" (Allen, 1995). Additionally, Coca-Cola's bottling system is one of their greatest strengths. It allows them to conduct business on a global scale while at the same time maintain a local approach. The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the Coca-Cola Company. Because Coke does not have outright ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers. In Pakistan, people dont care before drinking that whether it is Pepsi or Coke. They dont actually differentiate between these two brands in order to their tastes. Consumers basically drink what they get. They believe on WHATS COLD GETS SOLD Consumers availability in brands is basically works like: Push availability. Pull consumers demand.

For this reason Coca-Cola Intl has provided their coolers and freezers in the market. They have maximum number of coolers and freezers in the market. They provide this infrastructure free of cost just to provide child coke to their customer, which they want to be purchase.

b) Weaknesses:
Coca-Cola has had some "declines in unit case volumes in the South East Asia due to reduced consumer purchasing power. Coca-Cola contains caffeine and caramel which can adverse effects on the teeth (if prolonged) which is an issue for health care. It also has got sugar by which continuous drinking of Coca-Cola may cause health problems. Being addicted to Coca-Cola also is a health problem, because drinking of Coca-Cola daily has an effect on your body after few years. Another weakness which may be considered regionally is its sugar content. Pepsi Co. makes its sales only because Pepsi is so far, having a larger market share only because it is more sugary and Asian people focus on sugary drinks.

c) Opportunities:
Brand recognition is an important factor in affecting Coke's competitive position. CocaCola's brand name is known well throughout 94% of the world today. The main concern of Coca Cola Marketing Strategies has been just to improvise its system and make it even more recognizable. The bottling system of Coca Cola allows the company to take advantage of its growth opportunities. The coke team has been working strenuously in Pakistan gaining supporters via Mass marketing and Promotional tools.

d) Threats:
The main threat is Price. A small increase in price, lets say just 1 rupee will have a drastic effect on sales. Only because people will go for the next available substitute i.e. Pepsi so price change is a major factor in affecting Sales of coca cola and in marginal profits. Coca Cola can face major losses if it goes for a sudden increase or decrease in price. Contradiction: Some analysts assume that new competitors can also have an effect on Coke Sales. But actually, new comers have some what a very less contribution because Soft

Drink industry is in itself a very vast and strong industry. New competitors can never make their way up to Cokes level in a even 10 years to come. A possible threat may be the increasing health awareness. People have recently become more conscious about health issues. 60% of the worlds population does not drink carbonated drinks (due to poverty and /or health issues). Another threat is the increasing rivalry between Pepsi and Coke. This has somewhat changed customer perceived value and now both competitors have to respond to an ever increasing demand and attributes of consumers.

CHAPTER VI PRODUCT PROFILE

MAJOR PRODUCTS OF COCA COLA INTERNATIONAL

Product Name Coke

Image

Sprite

Fanta

Diet Coke

Minute Maid

Minute Maid Juices

Kinley Drinking Water

CHAPTER VII RESEARCH METHODOLOGY

RESEARCH

Research is an organized and systematic way of question.

finding answers to

Research is careful inquiry or examination to discover new information or relationships and to extend and to verify existing knowledge. Redman & Mory define

research as a systematized effort to gain new knowledge. METHODOLOGY "The analysis of the principles of methods, rules, and postulates employed by a discipline" The development of methods, to be applied within a discipline "A particular procedure or set of procedures."

RESEARCH PROCESS

INTRODUCTION TO THE PROBLEM

The main task was to find out the Recruitment MARKETING STRATEGIES OF COCA COLA.. What strategeis they follow.

Research Design
The framework of conducting research is known as the research design. Research design is the plan, structure, and strategy of investigation conceived so as to obtain answer to research question and to control varia

Types Of Research Design:There are three types of Research Design: Exploratory Research Design: - The major emphasis in exploratory Research design is

on discovery of ideas and insights Descriptive Research Design: - The Descriptive Research Design study is typically concerned with determining the frequency with which something occurs or the relationship between two variables. Causal Research Design: - A Causal Research Design is concerned with determining cause and effect relationship. For the study, Descriptive Research Design was undertaken it draws the opinion of employees on specific Aspect.

Sampling Design
Sampling is the process of learning about the population on the basis of the sample. Sample is that part of the universe which we select for the purpose of investigation sample should exhibit the characteristics of the universe. All the items under considerable in any field of inquiry constitute a universe or population. Sampling Frame: - It is also known as source list from which sample is to be drawn. It contains the name of all items of a universe It should be comprehensive, correct, and appropriate. Sample Size: - Sample size refers to the number of items to be selected from the universe to constitute a sample. The size of sample should neither be excessivelylarge, nor too small. It should be optimum.Sampling Method: - It is of two types: Probability Sampling Non- Probability Sampling

Probability Sampling: - It is based on the concept of random selection of a controlled procedure that assures that each population element is given a non-zero chance of selection. Probability Sampling is of following types: 1. Simple Random 2. Systematic 3. Cluster 4. Stratified

5. Double Non-Probability Sampling: Non probability sampling is non-random and subjective. That is each member does not have a known non zero chance of being included. Types of Non-Probability Sampling. Convenience Judgment Quota For this research work I have chosen Non-Probability Convenience Sampling because managers and employees are not available all the time. Sampling Method Sample Unit Sample Size Data Resources Research Instrument Tools Used Area of Research Non Probability General Public 30 Primary & secondary Questionnaire Pie Chart Moradabad

DATA COLLECTION
Data are facts, and other relevant materials, past and present, serving a basis for the study and analysis. The data serve as a base or raw material or analysis. Without an analysis of factual data no specific inferences can be drawn on the questions under the study. The relevance, adequacy and reliability of data determine the quality of the findings of a study. There are two types of data collection. They are as follows

Primary Data: Primary sources are original sources from which the researcher directly
collects data That have not been previously collected, e.g., collection of data directly by the researcher. They are first hand information collected through various methods such as observations, interviewing, and mailing. Secondary Data: These are sources containing data which have been collected and complied for another. The secondary sources consists of readily purpose available compendia and already compiled statistical statements and reports whose data may be used by researchers for their studies. Secondary sources consist of not only published records and reports, but also unpublished records. It is collected with the help of following sources: Internet Information by the company The data had been collected from personal network, referrals, survey,

company database etc. The sample would consist of people or Employees working in RACL. In this project both the above mentioned methods were used for data collection.

Questionnaire for the collection of primary Data. For the support secondary data is also taken in to account such as theoretical foundation of the topic through Internet and Books.This project is the mixture of theoretical as well as practical knowledge. It also contains ideas and information imparted by the project mentor. The secondary data includes in the project has been taken from the various books and websites. The primary data was collected by the way of interactions with people from different departments during my stay in Raunaq Automotive Components Limited(RACL).A survey was carried in department during that period to understand the functioning of then department, the process detail and target the problem faced by the departments. The data collected during the survey was analyzed to point out the strength and weakness of the departments.

CHAPTER IX FINDING & ANALYSIS

FINDINGS

RECOMMENDATIONS Coca coal should try to emphasis more on providing tehir infrstructure in the market to facialitate the customers. Marketing team should try to incraese the availability of coke in rural areas They should also focus the old people