MARKETING MIX OF

COCA-COLA

AMITY SCHOOL OF
INSURANCE , BANKING
AND ACTURIAL SCIENCE

Made By:

Rishebh Clement
MBA I& FP
Roll No. - 11

Submitted
To:
Mr.B.R.Singh

INTRODUCTION
Largest manufacturer of non- alcoholic
beverage concentrates and syrups
Largest distributor of non- alcoholic beverage
concentrates and syrups
Largest marketer of non- alcoholic beverage
concentrates and syrups
One of the largest corporations in the unites
states
It owns and licences more than 500 brands,
including diet and light beverages, water, juices
and juice drinks, teas, coffees and energy and
sports drinks.
Offers more than 500 brands in over 200
countries and territories.
Serves 1.6 billion every day.

HISTORY
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.
In 1884, the company became a stock
company and the name changed to
Pemberton Chemical company.
The company is best known for its flagship
product Coca-Cola invented by pharmacist
John Stith Pemberton in 1886.
The Coca-Cola formula and brand was
bought in 1889 by Asa Candler who
incorporated The Coca-Cola Company in
1892.

COCA-COLA HISTORY - INDIA

The Coca Cola got approval from the
Government of India in July 1996 for
setting up a company
Coca- cola invested US $ 700 Millions.
In July 1997 the holding company got
permission for its bottling subsidiaries.
The company has stepped forward for
reaching 300 millions soft drink
consumers through 700,000 retail
outlets In India.
Coca-Cola created employment for
1,50,000 people in India.

Quick look at the life & times of

Coca-Cola
1950-52: Coca-Cola sets up its first bottling plant
in New Delhi. For 45 days in 1952, the brand has
a booth at the International Fair in Bombay, with
a 16mm projector running Minitoons.
1977: Hasta La Vista, Baby: Coca-Cola leaves
India in a cloud of controversy, frustrated by the
policies of the Janata Party. There are allegations
of Indian authorities wanting the Coke formula.
1993:TheCoca-Cola Companybegins its new
innings. Acquires Parle's brands and Thums Up
joins the portfolio Launches the first campaign, a
version of the 'Hill Top' film to mark its re-entry.
Pepsi responds with an ad that says 'Thoke, is it?'

 1999:Introduces Sprite, Diet Coke and

Schweppes in the market The Celebrity
Run: Signs up brand ambassadorsAamir
Khan,Hrithik Roshan&Aishwarya Raifor
the flagship product.Salman
Khanbecomes the brawn of Thums
UpRani Mukherjeebecomes the face of
Fanta.
2002:Thums Up emerges as the country's
No.1 soft drink Launch of 'Thanda Matlab
Coca-Cola' and 'Paanch matlab Chota
Coke' campaigns by McCann Erickson.
2007: Introduces Minute Maid Pulpy
Orange brand in India.
Launches 'Little Drops of Joy', its first corporate
campaign in the country.

 2008:Launched in 1999 under the

tagline 'Bujhaye Only Pyaas, Baki All
Bakwaas', Coke changes Sprite's line to to
'Seedhi Baat, No Bakwaas, Clear Hai!'.
2010:Brings the originalFIFAWorld Cup
Trophy to India and allies with
TheCommonwealth gamesheld in Delhi
as its official beverage partner.
Launches Minute Maid Nimbu Fresh to
compete with PepsiCo's Nimbooz which was
launched in 2009.
ActorImran Khanis the new face of Coke.

2011:Coke Studio comes to India.

Company rolls out international camapign
'Brrr' amidst mixed reviews.

 2012:Mangodrink Maaza's new faces are

Khan and Parineeti Chopra.
They are the first ever brand ambassadors
for Maaza which becomes the 'Most Trusted
Brand' (cold beverage category) in Brand
Equity's Most Trusted Brands survey.
The Coca-Cola Company's Chairman &
CEO,Muhtar Kentannounces investment of
US$5 billion in its Indian operations till 2020.
Taking a break from global adaptations, ad
agency Lowe Lintas creates a new campaign
featuringSachin Tendulkarand cricket.
2014: Coca-Cola signs Deepika Pdukone as
their new brand ambassador.

MARKETING MIX
A planned mix of the controllableelementsof
aproduct'smarketing plancommonly termed
as 4Ps:
Product
Price
Place
Promotion

These four elements are adjusted until

therightcombinationis found
thatservestheneedsof the
product'scustomers, while
generatingoptimumincome. Sometimes the
first P (Product) is substituted bypresentation.

COCA-COLA MARKETING
MIX
Coca cola is the brand with
the highest brand equity. No
doubt it has gone through the
ups and downs of business to
reach that position. The
marketing mix of Coca cola
has been changing over time
with more and more products
being added such that today
it has 3300 products.

4 Ps are as follows :
Product
The company has the widest portfolio in
beverage industry comprising of 3300
products. Beverages are divided into
diet category, 100% fruit juices, fruit
drinks, water, energy drinks, tea and
coffee etc. As per Nielsons data, Coca
cola is the No.1 brand in sparkling
beverages, juice, and retail packaged
water in 2010. Coca cola has its market
presence around 200 countries. Coca
cola brands in India are Fanta, Maaza,
Limca, sprite, Thums up, Minute Maid,
Nimbu fresh, Nested iced tea etc.

 Price
Due to the availability of wide range
products thepricingis done according
to the market and geographic
segment. Each sub-brand of coca cola
has different pricing strategy. Their
pricing strategy is based on the
competitors pricing, Pepsi is the direct
competitor to coke. Beverage market is
said to be a oligopoly market (few
sellers and large buyers), hence they
form into cartel contract to ensure a
mutual balance in pricing between the
sellers.

 Place
Coca cola is the worlds most favorite
brand and is available all over the
world. The distribution system of coca
cola follows the FMCG distribution
pattern. The effective distribution
network of coke has almost eroded
the small and middle level players in
the market. In India they have
captured even the rural market by
extensive distribution and have
eroded the market share of Bovonto,
Kalimark etc.

 Promotion
Coca cola adopts various advertising and
promotional strategies to create an increased
demand in the market by associating with life style
and behaviour and mainly targeting value based
advertising. You are more likely to see a coke ad
individualised for a particular festival or in with a
general positive message. Coca cola uses CSR as
its marketing tool to gain emotional benefits in
consumers mind. The current promotions through
CSR include Support my school campaign with
NDTV. It has many brand ambassadors like
Shahrukh khan, Hrithik Roshan, South Indian Actor
Vijay and Trisha , Ghambir, Aamir khan etc and has
signed contract recently with Imran khan. It allows
price discounts and allowances to distributors and
retailers in order to push more products into the
market. It employs both push strategy through
promotions and pull strategy through
advertisements and campaigns.

CONCLUSION
The Coca Cola Company has come a long
way from selling a few servings of
carbonated beverages in a pharmacy, to
an international scale business.
Coca Colas commitment to remain at the
forefront of the changing social values in
developing their marketing strategy has
proven to their advantage.
Undoubtedly The Coca Cola Company has
developed all the elements necessary to
run a multi-million, worldwide enterprise
and refreshes all the people that come in
contact with their products.

BIBLIOGRAPHY
http://www.marketing91.com/
http://businesscasestudies.co
.uk/
http://www.businessdictionar
y.com/
http://articles.economictimes
.indiatimes.com/
http://www.coca-colaindia.co
m/