MARKETING MIX OF

COCA-COLA COMPANY

L.J. INSTITUTE OF MANAGEMENT STUDIES

ENROLLMENT NUMBER:
(147300585007)
INTRODUCTION
 A drink or beverage is a liquid intended for
human consumption. In addition to their basic
function of satisfying thirst, drinks play
important roles in human culture. Common types
of drinks include plain water, milk, juices, coffee,
tea, and soft drinks.
 The Coca-Cola Company is the world's largest
beverage Company and is the leading producer
and marketer of soft drinks. Today, Coca-Cola is
consumed throughout the world at the rate of
more than 600 million times per day and this
figure is continuing to rise.
CONCEPT
 MARKETING MIX:- The marketing mix is also
called the 4Ps. The 4Ps are price, place, product
and promotion.
 Marketing Mix of Coca-Cola:-

 Different Products

 Different Prices

 Place(Distribution activities)

 Promotional Activities
OBJECTIVE OF PROJECT
 The main objective of the project is to analyze
and study in efficient way the current position of
Coca- Cola Company.
 To know which brand people prefer while
purchasing cold-drink.
 To know from where people get to know about
coca-cola.
 Another objective was to understand the reasons
behind the purchase of Coca-Cola products.
RESEARCH METHODOLOGY
 Type of Research – Primary
 Sample Size – 70 number of Questionnaires were
filled
 Sample Unit – Entire population

 Area – Ahmedabad city

 Tools Used – Questionnaires

ANALYSIS
1.) Which brand of cold drink you prefer more?
90.00%

79.40%
80.00%

70.00%

60.00%

50.00%
Which brand of cold drink you prefer
40.00% more?

30.00%

20.00%
11.80%
10.00% 7.40%

1.40%
0.00%
Coca-Cola Pepsico. Parleagro other
ANALYSIS
2.) Why do you prefer Coca-cola?

5.80%
1.40%
6.20%
1.10%

Taste
Price
Advertisement
Brand-image
Availability

85.50%
ANALYSIS
3.) From where do you get to know about Coca-
cola products?

5.90%
2.30%
1%
5.50%

Television
Newspaper
Radio
Hoardings
Other

85.30%
ANALYSIS
4.) What do you say about price of Coca-cola
products?

8.80%

29.40%

Expensive
Average
Cheaper
Satisfactory
4.40%

57.40%
ANALYSIS
5.) Where do you use to purchase Coca-cola
products?

6%

13.40%

Local store
Retail store
Mall

80.60%
FINDINGS
 People prefer Coca-Cola brand maximum while
purchasing cold drink in survey conducted
between 70 people.
 People prefer Coca-Cola because of its taste as
per the survey.
 Maximum public get to know about Coca-Cola
products through television.
 Maximum people use to purchase Coca-Cola
products from local store.
 After analyzing the question about Coca-Cola’s
price, maximum people preferred that price of
Coca-Cola is average and neither so expensive
nor so cheap.
SUGGESTIONS
 The company should focus on new innovative
T.V. ad’s.
 Company should concentrate to maintain it’s
taste.
 Coca-cola must introduced milk-based products
like cold coffee or coco, lassi, etc in India.
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, thus it
should focus on good taste. The study also
indicated that the consumers are not more
concerned about price. Most of public buys Coca-
Cola from nearer store. Now Coca-Cola India
must concentrate more on health conscious
products.
THANK YOU