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Submitted under the partial fulfilment of the requirement for Bachelor of Business

Administration S.M.U.D.E

Submitted To:-

Submitted By:-

Mr. MANOJ MISHRA

DHIRAJ KUMAR
BBA 6th sem.
521117796

DECLERATION
I DHIRAJ KUMAR hereby declare that this project report entitled Marketing Strategies
Analysis has been completed based on actual study carried out by me during my internship program
at Hindustan Coca-Cola Beveragws Private Limited, Patna.

I am presenting an authentic report of my work to IIMT Management college,Meerut


carried out at Hindustan Coca-Cola Beveragws Private Limited, Patna for the partial fulfilment
of the requirement of the BBA degree programme of ADMERIT GLOBAL BUSINESS SCHOOL
.SIKKIM MANIPAL UNIVERSITY.

This research report is original and information, data and fact furnished their in are actual
based on study carried out by me.

DHIRAJ KUMAR

ACKNOWLEDGEMENT
After completing my 5th semester curriculum. I went for training for 8 weeks duration and it
bears inspirit of several person.
I have achieve this training in one of the most esteemed organisation of the country
Hindustan Coca-Cola Beveragws Private Limited, Patna for their kind permission to undertaken
its study I am grateful to respected Mr. Vijay Kumar Singh (HR Executive,in Coca-Cola Beveragws
Private Limited). For their moral support and encouragement throughout my project work.
This list will go incomplete without the special reference of the contribution and whole
hearted support of managers and all other staff and department, which truly reflect their deep insight
into the project and the professional touch which is their benchmark.
I would like to thanks Dr. Manoj Mishara who helped me a lot during this project.
My gratitude will not be completed without thanking my beloved parents who have been a
constant source of aspiration & blessing in my pursuit for studies.

PREFACE
3

I did my summer training in Hindustan Coca-Cola Beveragws Private Limited, Patna.

completed my raining for 8 weeks. I got training in the study of Marketing Strategies Analysis,
Financial department is also being considered.

Hence I am presenting the training report Marketing Strategies Analysis. All the mistakes and
problems had been carefully removed with the help of all the managers.

So I am thankful to all the managers of Hindustan Coca-Cola Beverages Private Limited, Patna.

DHIRAJ KUMAR
BBA (6th Semester)

TABLE OF CONTENTS
4

CONTENTS
1. Mission statement
2. Introduction.
3. Coca Cola.
a. Coca Cola International.
b. History.
4. Management.
5. EXTERNAL MARKETING ENVIRONMENT
6. Market share.
7. Financial report.
8. Dividends and Cash Plan.
9. Products.
10. Market mix of Coca-Cola
11. Strategic planning.
12. Bottlers owned by Coca cola
13. Coca Cola Pakistan.
14. Major Competitors
a. Pepsi
b. History.
c. Financial assets.
Market share.
Financial report.
Products.
Methodology
15. Some basic information regarding marketing of coke
a. Target market:
b. Major segments:
c. Factors effecting sales:
d. Major competitors:
e. Strategies of quality:
f. Threats from competitors:
g. Targets that would like to attain:
h. Expanding target market
i. Threats and opportunities for price:
j. Strategies of getting goals i.e. high profits:
k. Marketing strategy:
l. Expectations for the coming year:
m. How coke determine the yearly budget:
16. Marketing strategies
17. Pest analysis

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 long-term 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 INTERNATIONAL
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HISTORY:
Coca-Cola Enterprises, established in 1886, 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 Coca-Cola 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 splitadjusted 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
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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
The Coca-Cola Company is the worlds largest beverage
company. They operate in more than 200 countries &
markets more than 2800 beverage products. Headquartered
at Atlanta, Georgia, they employ approximately 90500
employees all over the world. It is often referred to simply as
Coke or (in European and American countries) as Cola or
Pop.

MANAGEMENT:
The hierarchy of Coca Cola Company is as follows.

Chairman
Board of governors

Vice Chairman and chief operating officer

Executive Vice Presidents

Senior Vice Presidents

Vice Presidents

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MARKET SHARE:
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.

GLOBAL MARKET SHARE:


The following table can show the worldwide operating
segments.
(Table)
Unit case growth
2001 annual
growth

Nonalcoholic
drink
2002

All commercial
Beverages

10 year
compound annual
growth

5-year compound
annual growth

2002

Compan
y

Industry

Compan
y

Industry

Compan
y

Industry

Company
share

Compan
y share

Compan
y per
capita
Income

6%

5%

5%

5%

4%

4%

18%

9%

70

This shows that the market of the company is geographically vast and it is
controlling it with great success. In 2002, the company grew their carbonated
soft-drink business by nearly 250 million unit cases and generated record
volumes. Because carbonated soft drinks are the largest growth segment
within the nonalcoholic ready-to-drink beverage category measured by
volume, that is why they are focusing more on this and they are continually
increasing the pace because they know that accelerating this pace is crucial to
their future success. Thus they are increasing their market day by day. The
operation income earned by Coca Cola Company can be illustrated by the
following pie chart.
11

(Figure)

This strategy has worked a lot and it has helped them to become the Worlds
leading Soft Drink Company. The global unit sale of the Coca Cola Company
is increasing from the last ten years. The data of the global unit sale of the
Coca Cola Company can be represented by following chart.
(Figure)

So there is positive growth in the market of the Coca Cola Company. There is
a worldwide volume increase by 4% with strong international growth of 5%.
This is only due to the innovative marketing programmers, which has
deepened the relationship of the customers and Coca Cola. The financial
health and success of their bottling partners is a critical component of The
Coca-Cola Company's ability to build and deliver leading brands.

12

In 2002, the company had worked with their bottlers to turn good intentions
into reality by improving the system economics. The results in 2002 reflect this
steadily improving and mutually constructive relationship between the
Company and their bottling partners. The main reason behind this relationship
is to continue realizing shared opportunities for growth, with closer
coordination of operations including customer relationships, logistics and
production.

13

EXTERNAL MARKETING ENVIRONMENT (PEST ANALYSIS)


Political Analysis for Coca-Cola
Non-alcoholic beverages fall within the food category under the FDA. The
government plays a role within the operation of manufacturing these products
in terms of regulations. There are potential fines set by the government on
companies if they do not meet a standard of laws.
The following are some of the factors that could cause Coca-Cola company's
actual results to differ materially from the expected results described in their
underlying company's forward statement: Changes in laws and regulations, including changes in accounting
standards, taxation requirements, (including tax rate changes, new tax
laws and revised tax law interpretations) and environmental laws in
domestic or foreign jurisdictions.
Changes in the non-alcoholic business environment. These include,
without limitation, competitive product and pricing pressures and their
ability to gain or maintain share of sales in the global market as a result
of action by competitors.
Political conditions, especially in international markets, including civil
unrest, government changes and restrictions on the ability to transfer
capital across borders.
Political structure and legal considerations also have impinged on Coco-Cola
Companys strategies. Governments of some Arab nations boycotted CocaColas products due to a political dispute and discontented with the company
for maintaining distributors in Israel.

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Economical Analysis
Being flexible and willing to change to satisfy consumers needs, has enabled
Coca-Cola to exploit the economies of scale that was gained by its global
marketing and at the same time making its products appeal to local taste,
which these have earned the company an enormous profits quarterly.
As Coca-Cola has expanded over the decades or even nearly a century, the
company has benefited from the various cultural insights and perspectives of
the societies in which business is done. No doubt of the remarkable
experience it has, it is still very committed to local markets, to paying attention
to what people from different cultures and backgrounds like to drink, and
where and how they like to drink it, to remain competitive and to develop more
new drinks to satisfy its markets.

Now, the estimated brand equity of Coca-Cola is $84billion, market share of


more than 50 percent in beverage industry globally and about 70 percent of its
income comes from countries outside United States. Every 10 seconds,
126,000 people in the whole world, choose to reach out for one of The CocaCola Company brands, and it is the companys mission to make that choice
exciting and satisfying, every single time.
Previously the U.S. economy was strong and nearly every part of it was
growing and doing well. However, things changed. Before the attacks on
September 11, 2001, the United States was starting to see the economy
recover slightly and it is only just recently that they achieved the economic
levels. Consumers are now resuming their normal habits, going to the malls,
car shopping, and eating out at restaurants. However, many are still handling
their money cautiously. They believe that with lower inflation still to come,
consumers will recover their confidence over the next year. As researching for
new products would cost less the Coca-Cola Company will sell its products for
less and the people will spend as they would get cheap products from Cocacola.
15

Social Analysis for Coca-Cola


Foreign environment factors have influenced the Coca-Colas strategies in
international marketing. Culture has a tremendous effect on peoples
preferences and perception. Language is one of the aspects of culture that
marketers must take care of, in term of translating product name, slogans and
promotional messages so as not to convey the wrong meaning. Coca-Cola did
not look much into this aspect when entering into the markets of countries like
China and Taiwan as the literal translation of Coca-Cola in Chinese characters
mean, bite the wax tadpole.
Changes are necessary in international marketing for consumers products, as
it is important that the products suit ones taste, preferences and fulfill ones
needs. Coca-Cola has continued changing, improving and developing new
drinks to appeal to local tastes.
After discovering that Coke did not appeal as much to Japanese consumers,
Coca-Cola developed over 30 new drinks for the Japanese market, which
inclusive of Asian tea, English tea, coffee and fermented-milk drink.
In China, Coca-Cola has also begun the similar strategy of introducing
beverages developed for the taste buds of local market. It launched a fruit
juice drink called Tian Yu Di (Heaven and Earth) specifically for the Chinese
market with planning of introducing the market with a Chinese iced tea and
soy milk drink.
Many U.S. citizens are practicing healthier lifestyles. This has affected the
non-alcoholic beverage industry in that many are switching to bottled water
and diet colas instead of beer and other alcoholic beverages. Also, time
management has increased and is at approximately 43% of all households.
The need for bottled water and other more convenient and healthy products
are in important in the average day-to-day life.
Consumers from the ages of 37 to 55 are also increasingly concerned with
nutrition. There is a large population of the age range known as the baby
boomers. Since many are reaching an older age in life they are becoming
more concerned with increasing their longevity. This will continue to affect the
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non-alcoholic beverage industry by increasing the demand overall and in the


healthier beverages.

17

Technological Analysis for Coca-Cola


Some factors that cause company's actual results to differ materially from the
expected results are as follows:
The effectiveness of company's advertising, marketing and promotional
programs. The new technology of internet and television which use
special effects for advertising through media. They make some products
look attractive. This helps in selling of the products. This advertising
makes the product attractive. This technology is being used in media to
sell their products.
Introduction of cans and plastic bottles have increased sales for CocaCola as these are easier to carry and you can bin them once they are
used.
As the technology is getting advanced there has been introduction of
new machineries all the time. Due to introduction of this machineries the
production of the Coca-Cola company has increased tremendously then
it was few years ago
Coca-Cola has six factories in Britain which use the most state-of the-art
drinks technology to ensure top product quality and speedy delivery.
Europe's largest soft drinks factory was opened by CCE in Wakefield,
Yorkshire in 1990. The Wakefield factory has the technology to produce
cans of Coca-Cola faster than bullets from a machine gun

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MARKET SHARE BY AREA:


Coca Cola is the world-renowned soft drink and the company is currently
operating throughout 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
AMERICA

LATIN
AMERICA

EUROPE &
MIDDLE EAST

ASIA

AFRICA

30%

25%

22%

17%

6%

NORTH AMERICA
LATIN AMERICA
EUROPE & MIDDLE
EAST
ASIA
AFRICA

So the volume is least in the Africa and most in the North America. The data
about the market share of this company area wise is given in the following
table.
The above table shows the geographical earning of the Coca Cola Company
and from this data; we can find out that the customers of Coca Cola are
increasing which is shown by the companys per capita income. Unit case
equals 24 eight-ounce servings. The column, which shows the non-alcoholic
beverages consist of commercially, sold beverages, as estimated by the
19

Company based on available industry sources. The country column is derived


from
The Company's unit case volume while the industry column includes
nonalcoholic ready-to-drink beverages only, as estimated by the Company
based on available industry sources.
(Table)
Country

Unit case growth

10 year
compound
annual growth
Comp Indust
any
ry
North
Americ
a
United
States
Latin
Americ
a
Argenti
na
Brazil
Chile
Mexico
Europe
& Middl
e East
Eurasia

5-year
compound
annual growth
Comp Indust
any
ry

2002 annual
growth

Nonalcoho
lic
Drinks
2002

All commercial
Beverages
2002

22

15

Compa
ny per
capita
Income
398

23

16

419

24

15

205

20

10

236

5
9
7
6

5
6
10
3

3
5
8
5

6
3
9
3

3
(2)
2
2

5
3
5
4

23
56
22
12

13
23
18
6

144
336
462
72

17

(14)

14

39

20

Comp
any

Indust
ry

Comp
any
share

Comp
any
share

France
Germa
ny
Great
Britain
Italy
Middle
East
Spain
Asia
Africa

8
1

3
2

9
(1)

3
1

7
(6)

3
1

9
14

5
7

110
193

11

17

193

1
12

3
12

4
7

3
5

2
4

2
8

9
8

6
3

104
17

6
7
7

4
6
6

8
6
8

5
7
3

4
10
10

4
7
6

17
14
34

12
5
11

264
23
34

In Asian population, which is the satisfied customer of Coca Cola, is


approximately 3.2 billion and the average consumer enjoys close to two
servings of our products each month. Through an intense focus on Coca-Cola,
innovation and new beverages, the company has achieved volume growth of
10 percent in 2002. With developing economies and
populations, this region has strong long-term potential, and the company is
building an exciting family of beverage brands in addition to expanding the
popularity of our core brands, led by Coca-Cola. In China, for example, sales
of Coca-Cola increased 6 percent. The total unit case sale of Coca Cola in
Asia can be shown by the following pie chart.
(Figure)

So the company is emphasizing more in this area and is trying to develop a


strategy, which can increase the growth of the consumption of Coca Cola by
the people of Asia. Among the countries of Asia, Japan has the highest
percentage, which is about 29%. Among others, Pakistan, India and
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Bangladesh are those countries where the average consumption is increasing


day by day.

FINANCIAL REPORT:
This company is financially very strong. It is due to the strong finances, the
company is still surviving the ups and down of the business world. The
financial report of Coca Cola Company of the year 2001 and 2000 along with
the percentage change is as follows.
(Table)
Year Ended December 31,
(In millions except per share data, ratios and growth rates)

Net operating revenues


Operating income
Net income
Net income per share (basic)
Net income per share (diluted)
Net cash provided by operating
activities
Business reinvestment
Dividends paid
Share repurchase activity
Free cash flow
Return on capital
Return on common equity
Unit case sales (in billions)
International operations
North America operations
Worldwide

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2002

2001

Percentag
e change

20,092
5,352
3,969
1.601
1.601

19,889
3,691
2,177
0.882
0.882

1%
45%
82%
82%
82%

4,110
(963)
(1,791)
(277)
3,147
26.6%
38.5%

3,585
(779)
(1,685)
(133)
2,806
16.2%
23.1%

15%
24%
6%
108%
12%
-

12.5
5.3
17.8

11.9
5.2
17.1

5%
2%
4%

2002 basic and diluted net income per share includes a non-cash gain of $.02
per share after taxes, which was recognized on the issuance of stock by
Coca-Cola Enterprises Inc., one of the equity investors of this company.
2002 basic and diluted net income per share includes the following charges:
$.24 per share after income taxes related to an organizational
Realignment.
$.19 per share after income taxes related to the Company's portion of
charges recorded by the investors of the company.
$.16 per share after income taxes related to the impairment of certain
bottling, manufacturing and intangible assets.
$.05 per share after income taxes related to the settlement terms of a
discrimination lawsuit.
$.01 per share after income taxes related to incremental marketing
expenses in Central Europe.
These charges are partially offset by a gain of $.05 per share after income
taxes related to the merger of Coca-Cola Beverages plc and Hellenic Bottling
Company S.A. and $.04 per share after income taxes related to benefits from
a tax rate reduction in Germany and from favorable tax planning strategies.

DIVIDEND AND CASH INVESTMENT PLAN :


The Dividend and Cash Investment Plan permits shareowners of record to
reinvest dividends from Company stock in shares of The Coca-Cola Company.
The Plan provides a convenient, economical and systematic method of
acquiring additional shares of our common stock. All shareowners of record
are eligible to participate. Shareowners also may purchase Company stock
through voluntary cash investments of up to $125,000 per year.
At year-end, 76 percent of the Company's shareowners of record were
participants in the Plan. In 2002, shareowners invested $36 million in
dividends and $31 million in cash in the Plan.

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COMPANY STATISTICS:
The statistics of this company is impressive. Since it is operating through out
the world that is why the number of employees and the bottling equipments is
highest among the other bottling companies. There is a constant increase in
every aspect when we compare the statistics of 2001 and the statistics of
2002. This is because; Coca Cola Company is increasing its volume day by
day. The expansion of this company, which shows the success of Coca Cola
brands, results in the percentage change in the statistics of the two years. The
statistics is as follows.
(Table)

Equivalent cases
Bottle and cans
Fountain
Employees
Vehicles
Cold drink equipments
Facilities
Production only
Distribution
Combination
Total
Percent of North America population coverage
Number of States of Operation
Bottle and can equivalent case package distribution
Cans
Non-refillable bottles
Refillable bottles
Capital structure
Net debt to total capital ratio
EBITDA interest coverage
Weighted average cost of debt
Key Statistics
Constant territory bottle and can volume
growth
Bottle and can net revenues per case change
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2002

2001

4.2 billion
87%
13%
72,000
54,000
2.4 million

3.8 billion
87%
13%
67,000
52,000
2.3 million

25
385
53
463
80%
46

25
361
50
436
72%
46

44%
52%
4%

45%
51%
4%

63%
3
6.3%

59%
3
6.8%

3%

Flat

2%

Bottle and can cost of sales per physical case


change
Reported EBITDA (in billions)
Reported EBITDA change
Capital expenditures( in billions)
%-age of net operating revenues
Coverage of North American Can/bottle volume

$1.95
(18)%
$0.97
6%
83%

$2.39
9%
$1.18
8%
74%

EBITDA is the Earnings before interest, taxes, depreciation, and


amortization, and other non-operating items.
Net Debt is the Long-term debt plus current portion of long-term
debt less cash and marketable securities.
Equivalent Case or Unit Case is the physical case and fountain
gallons converted to a standard unit of measure defined as 24
eight-ounce servings or 192 ounces per equivalent case sold by
Coca-Cola Enterprises.

25

PRODUCTS:
There are different brands of the Coca Cola Company, which are currently in
use throughout the world. This company not only deals in the carbonated
drinks but also other drinks. While launching its product, the marketing team
considers the culture of the country.
Major brands of coca cola
Coke
Sprite
Fanta
Diet coke
Coke classic

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The over all volume of this company is as follows.


(Figure)

The commitment of the company is to devote resources to water only in


markets where it expects profitable growth. This strategy has paid dividends.
The company has successfully applied its approach to brands in several key
markets, including Ciel in Mexico, Mori No Mizudayori in Japan, Bonaqua in
Russia and Kinley in India. Backed by a strong network of bottling partners
throughout the United States, Dasani became the nation's fastest-growing
water brand. In Eurasia, the entire Turkuaz brand team worked together to
launch Turkey's first purified water brand. This year, Coca-Cola Company also
successfully energized a major piece of its beverage strategywater. By the
end of 2001, its bottled water volume exceeded 570 million unit cases,
making it the second biggest contributor to the growth of the company after
carbonated soft drinks. Three of the water brands, Dasani, Ciel and Bonaqua
each achieved sales of over 100 million unit cases for the year.
In 2001and 2002, the company has also made good progress in coffees and
teas. Beverage Partners Worldwide, the renewed and strengthened marketing
partnership with Nestl S.A., began operations in 2001. This partnership
combines Nestl's knowledge in life science, research and development with
the expertise of Coca Cola Company in brand building and distribution.
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At the same time, the company grew Georgia coffee in Japan by 3 percent
through award-winning marketing in a category that was flat for the year. Also
in Japanwhere The Coca-Cola Company is the leader in the total tea
category, the second-largest category in the non-alcoholic ready-to-drink
segmentit launched Marocha Green Tea. With sales of 46 million unit cases
for the year, Marocha Green Tea is the fastest-growing product in the fastestgrowing category: green tea. The popularity of Marocha is also recognized by
the industry with a leading trade journal naming Marocha the most popular
new food and beverage product of the year.
Know the most recognized word on the planet after OK!

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Among the soft drinks Fanta and Sprite become successful along with the
major brand Coca Cola and Diet Coke. In key markets, the company has
created new packaging sizes to satisfy consumer demands.
Increasingly, Mexican families have lunch together at home. The average
Mexican household drinks two-and-a-half liters or more of soft drinks during
that break, while a two-liter bottle was the largest available package. So the
company introduced a convenient 2- liter bottle to select regions,
contributing to the sale of nearly 1.5 billion unit cases of Coca-Cola in Mexico
this year. This larger bottle will complete its nationwide rollout in 2002. In
China, Coca-Cola is an integral part of holiday celebrations and the family gettogethers that accompany such events. Through an intense focus on CocaCola, innovation and new beverages, it has achieved volume growth of 10
percent in 2001. In China, sales of Coca-Cola increased by 6 percent. In the
United States, recognizing that consumers often enjoy their diet Coke with a
slice of lemon, the company "bottled" the concept. The resultdiet Coke with
lemoncontributed to volume growth of 4 percent for the number-one diet.
Soft drink in North America: diet Coke. The company increased its two largest
bottle sizes during the 2001 holidays, and festival packaging helped drive a 6
percent volume increase for Coca-Cola. The packaging innovations do not just
involve resizing. The company has also responded to consumers' changing
fashion styles with new bottles.
With brands such as Minute Maid, Hi-C, Simply Orange and Disney juices and
juice drinks in the United States, Qoo in Asia, Kapo in Latin America and Bibo
in
Africa.
This year, the company re-launched its global sports-drink business, investing
in new products, packaging, positioning and marketing. The results speak for
themselves: its global sports drinks, led by Powerade and Aquarius, grew by
13 percent in 2002, nearly double the growth rate of the worldwide sportsdrink category. Revitalized in the United States, the company introduced
Powerade in nearly every major Western European market, including Great
Britain, Germany and Spain, as well as in Mexico and Latin America. The
company launched 27 products in 2001.
The commitment of the company to packaging innovation also resulted in new
initiatives for our fountain business, a channel through which many consumers
enjoy Coca-Cola. In the United States, the company developed Fountain, a
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total beverage dispensing system that is more flexible and more reliable. Two
years of research resulted in a dispensing system that provides exceptional
beverage quality, easy to upgrade technology, brand and graphic
customization and improved reliability.

30

MARKETING MIX OF COCA-COLA


Firstly, we will look at how Coca-Cola has used their marketing mix. The
marketing mix is divided up into 4 parts; product, price, promotions and place.
1. Product:
The product (Coca-Cola soft drink) includes not just the liquid inside but
also the packaging. On the product-service continuum we see that a
soft drink provides little service, apart from the convenience. Soft drinks
satisfy the need of thirst. However, people are always different, some
want more and others want less. Therefore Coca-Cola has made
allowances for that by providing many sizes. We also have particular
tastes, and again they have provided several options. So, although
thirst is what is needed to be satisfied and that is the core benefit, we
are receiving other benefits in the taste and size. Coca-Cola has
developed several different flavours and sizes as mentioned above, but
also several brands such as Sprite, Lift, Fanta and Diet Coke which
increase the product line length, thus making full use of the market to
maximize sales.
The product is convenient, that is - bought frequently, immediately, and
with a minimum of comparison and buying effort.The appearance of the
product is eye catching with the bright red colour. It has a uniquely
designed bottle shape that fits in your hand better, and creates a nicer &
more futuristic look.
The quality of the soft drink is needed to be regularly high. Sealed caps
ensure that none of the "fizz" is lost. The bottles are light, with flexible
packaging, so they won't crack or leak, and are not too heavy to casually
walk around with. The cans are also light and safe.
The product range of Coca-Cola includes:
Coca-Cola,
Coca-Cola classic,
31

caffeine free Coca-Cola,


diet Coke
caffeine free diet Coke,
diet Coke with lemon
Vanilla Coke,
diet Vanilla Coke,
Cherry Coke,
diet Cherry Coke,
Fanta brand soft drinks,
Sprite,
diet Sprite
Sprite Remix

32

Product Lifecycle of Coke:


Product life cycle has four phases
1. Introduction
2. Growth
3. Maturity
4. Decline.
The markets where Coke is a dominant player are United States of America,
Europe and Asia, Africa. There is a vast difference in terms of above given
phases for example, in U.S.A & Europe it has reached maturity stage where it
cant expand its market more but if we consider Asia, it is still in the growth
phase.

33

Coca-Cola is currently going through the maturity stage in Western countires.


This maturity stage lasts longer than all other stages. Management has to pay
special attention to products during this stage of the product life-cycle. During
the maturity stage, products usually go through a slowdown in sales growth.
According to Coca-Cola's 2001 annual report, sales have increased by 1.02%
compared to last year. This percentage has no comparison to the high level of
growth Coca-Cola enjoyed during its growth stage. To add a little variation
Coca-Cola took the Coca-Cola Classic and added variations to it, including
Cherry Coke, Vanilla Coke and Diet Coke. Also Coca-Cola went from 6-oz.
glass bottles to 8-oz. cans to plastic liter bottles, all helping increase
consumption.
COCA-COLA

2. Price:
Like any company who has successfully endured a century of existence,
Coca- Cola has had to remain tremendously fluent with their pricing
strategy. They have had the privilege of a worthy competitor constantly
driving them to be smarter, faster, and better. A quote from Pepsi Co's
34

CEO "The more successful they are, the sharper we have to be. If the
Coca-Cola Company didn't exist, we'd pray for someone to invent them."
states it simply. The relationship between Coca-Cola & Pepsi is a
healthy one that each corporation has learned to appreciate.
Throughout the years Coca-Cola has made many pricing decisions but
one might say that their ultimate goal has always been to maximize
shareholder value. As cola consumption has decreased in the US colas
have come to realize the untapped international market. In 2003 both
Coke and Pepsi had a solid presence in India and had each introduced
a 300mL bottle. In order to grab market share Pepsi began to drop
prices (even with summer approaching, which was contrary to policy in
America). Shortly thereafter, Coca-Cola decided to drop their prices
slightly, but focused on the reduced price point of their 200mL container.
Coca- Cola planned to use the lower price point to penetrate new cities
that were especially price sensitive. The carbonated soft drink market in
India is nearly 37% of the total beverage market there.
This low price strategy was not unfamiliar to Coca-Cola. Both Coke &
Pepsi utilized a low price strategy in the early 1990s. After annihilating
the low price store brands, Coke chose to reposition itself as a
"Premium" brand and then raise prices.
Coca-Cola products would appear, on the shelf, to have the most
expensive range of soft drinks common to supermarkets, at almost
double the cost of no name brands. This can be for several reasons
apart from just to cover the extra costs of promotions, for which no name
brands do without. It creates consumer perceptions and values. When
people buy Coca-Cola they are not just buying the beverage but also the
image that goes with it, therefore to have the price higher reiterates the
fact that the product is of a better quality than the rest and that the
consumer is not cheap. This is known as value-based pricing and is
used by many other industries in attracting consumers.
In India, the average income of a rural worker is Rs.500 a month. Coca
Cola launched a 200 ml bottle for just Rs.5, an affordable amount on the
pockets of the rural audience.

35

3. Place:
Coca-Cola entered foreign markets in various ways. The most common
modes of entry are direct exporting, licensing and franchising.
Besides beverages and their special syrups, Coca-Cola also directly
exports its merchandise to overseas distributors and companies. Other
than exporting, the company markets internationally by licensing bottlers
around the world and supplying them with the syrup needed to produce
the product.
There are different types of franchising. The type that is used by CocaCola Company is manufacturer-sponsored wholesaler franchise system.
It is very comparable to licensing but the only difference is that the
finished products are sold to the retailers in local market.
Coca Cola has managed their companys marketing and sales strategy
within channels. Have you ever considered the significance of the Coke
vending machine to the success and profitability of the Coca Cola
company? This channel is direct to consumer and vending machines
often have little to no competition and no trade or price promotions.
The Coke Company operates three primary delivery systems for its
business channels:
Bulk delivery for the channels of large Supermarkets, Mass
Merchandisers and Club stores;
For smaller channels Coke does advanced sale delivery for
convenience stores, drug stores, small supermarkets and onpremise fountain accounts.
Full service delivery for its full service vending customers.
Key Channel Listing
36

Supermarkets
Convenience Stores
Fast Food
Petroleum Retailers
Chain Drug Stores
Hotels/Motels/Resorts
Mass Merchandisers
U.S. DOD Military Resale retail commands: AAFES, NAVRESSO
and DECA
Vending

In 2006, the Company began changing its delivery method for its route
delivery system. Historically, the Company loaded its trucks at a
warehouse with products the route delivery employee would deliver. The
delivery employee was responsible for pulling the required products off a
side load truck at each customer location to fill the customer's order.
Coke began using a new CooLift delivery system in 2006 in a portion
of the Company's territory which involves pre-building orders in the
warehouse on a small pallet the delivery employee can roll off a truck
directly into the customer's location. The CooLift delivery system
involves the use of a rear loading truck rather than a conventional side
loading truck. Coke will continue to rollout this program over the next
several years since they expect such significant savings and more
efficient deliverys. This is a huge investment for Coke.
The company works through independent bottlers of Coke. They work in
coordination with the Coke company which produces the 'secret formula
concentrate' and ships to the distributors and bottlers for final processing
and packaging prior to shipment to the stores.
Coca-Cola floods all possible retailing stores in satisfying the third part,
place. In supermarkets and convenient stores, Coca-Cola products are
always easy to identify, and usually make up the greater proportion of
options to buy. This increases their market exposure through effective
use of the retailers. For a FMCG it is important that they can be found
and purchased easily. With many automatic Can machines located in
37

many sports stadiums and shopping malls, you don't even need to go to
a store to buy a drink. This greatly enhances the speed of purchase.
The company produces concentrate, which is then sold to various
licensed Coca-Cola bottlers throughout the world. The bottlers, who hold
territorially exclusive contracts with the company, produce finished
product in cans and bottles from the concentrate in combination with
filtered water and sweeteners. The bottlers then sell, distribute and
merchandise Coca-Cola in cans and bottles to retail stores and vending
machines. Such bottlers include Coca-Cola Enterprises, which is the
largest single Coca-Cola bottler in North America and Western Europe
and food service distributors.

The Coca-Cola Company only produces a syrup concentrate, which it


sells to various bottlers throughout the world who hold Coca-Cola
franchises for one or more geographical areas. The bottlers produce the
final drink by mixing the syrup with filtered water and sugar (or artificial
sweeteners) and then carbonate it before filling it into cans and bottles,
which the bottlers then sell and distribute to retail stores, vending
machines, restaurants and food service distributors.
The Coca-Cola Company owns minority shares in some of its largest
franchises, like Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola
Hellenic Bottling Company (CCHBC) and Coca-Cola FEMSA, but fully
independent bottlers produce almost half of the volume sold in the world.
38

Since independent bottlers add sugar and sweeteners, the sweetness of


the drink differs in various parts of the world, to cater for local tastes.

STRATEGIC PLANNING
In the year 2002, the company had a great success, as the strategy worked
which resulted in making Coca Cola Company the worlds leading company. In
2001, company accomplished the crust of its strategy as
Worldwide volume increased by 4 percent with strong international
growth of 5 percent and clear signs that our North American business is
growing solidly and predictable.
Earnings per share grew by 82 percent, as we delivered on our
commitment to create volume growth while aggressively
Return on common equity grew from 23 percent in 2000 to 38 percent
this year.
Return on capital increased from 16 percent in 2000 to 27 percent in
2001.
The company has generated free cash flow of $3.1 billion, up from $2.8
billion in 2000, a clear indication of its underlying financial strength.
The strategy for the future of the company is very straightforward. The
marketing strategy for the year 2002 is as follows,
Accelerate carbonated soft-drink growth, led by Coca-Cola.
Selectively broaden the family of beverage brands to drive profitable
growth.

39

Grow system profitability and capability together with our bottling


partners.
Serve customers with creativity and consistency to generate growth
across all channels.
Direct investments to highest potential areas across markets.
Drive efficiency and cost-effectiveness everywhere.

MAJOR COMPETITOR
PEPSI INTERNATIONAL
HISTORY
PepsiCo is a world leader in convenient foods and beverages, with revenues
of about $27 billion and over 143,000 employees. The company consists of
the snack businesses of Frito-Lay North America and Frito-Lay International;
the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana
North America and PepsiCo Beverages International; and Quaker Foods
North America, manufacturer and marketer of ready-to-eat cereals and other
food products. PepsiCo brands are available in nearly 200 countries and
territories.
Many of PepsiCo's brand names are over 100-years-old, but the corporation is
relatively young. PepsiCo was founded in 1965 through the merger of PepsiCola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with
The Quaker Oats Company, including Gatorade, in 2001.would entertain the
listener with the latest musical selections rendered by violin or piano or both.
The new name, Pepsi Cola, is derived from the two of the principle
ingredients, Pepsin and Kola Nuts. It was first used on the August 28. At that
time, Bradhams advertising praises his drink as Exhilarating, invigorating,
aids digestion.
1990-2002

40

The advertisement of the Pepsi changes to, You got the right one baby, UhHuh!.With the extensive usage of the stars in the adds, the popularity of
Pepsi increase. In 1992 Pepsi-Cola formed a partnership with Thomas J.
Lipton Co. Today Lipton is the biggest selling ready-to-drink tea brand in the
United States. Outside the United States, Pepsi-Cola Company's soft drink
operations include the business of Seven-Up International. Pepsi-Cola
beverages are available in more than 190 countries and territories.
In Asia, they selected Lahore to make their regional office. This was done in
1970. This regional office is monitoring all the operations carried out in South
West Asia. As in Pakistan, they only entered beverage industry. They have
eleven bottlers covering whole Pakistan. The plant operating here is Riaz
Bottlers (Pvt) LTD. This plant was established at Lahore in 1974. The total
capacity of the plant is 30,000 cases per day. They have four filling lines in the
plant operating on the three shift bases. Each shift is of eight hours. They
have permanent work force of 750 people and they employee approximately
1000 people more on temporary basis during summer season.
Pepsis Products
Pepsi
Teem
Mirinda
Pepsi Max
Pepsi Lemon
Pepsi Blue
Mountain Dew
7up

41

COCA COLA PAKISTAN


The Coca-Cola Company began operating in Pakistan in 1953. Coca-Cola,
Fanta and Sprite are the brands in Pakistan. The Coca-Cola System in
Pakistan operates through eight bottlers, four of which are majority-owned by
Coca-Cola Beverages Pakistan Limited (CCBPL). The CCBPL plants are in
Karachi, Hyderabad, Sialkot, Gujranwala, Faisalabad, Rahimyar Khan, Multan
and Lahore. The remaining two plants, independently owned, are in
Rawalpindi and Peshawar. The Coca-Cola System in Pakistan serves 70,000
customers/retail outlets. The Coca-Cola System in Pakistan employs 1,800
people. During the last two years, The Coca-Cola System in Pakistan has
invested over $130 million (U.S.)

42

PROMISE OF COKE
The basic proposition of our business is simple, solid and timeless. When we
bring refreshment, value, joy and fun to our stakeholders, then we
successfully nurture and protect our brands, particularly Coca-Cola. That is
the key to fulfilling our ultimate obligation to provide consistently attractive
returns
to
the
owners
of
our
business.
TARGET MARKET
Cokes commercials basically based on young generations, So, the young
generation is the target market of Coke because they want to represent Coke
with the youth and energy but they also consider about the old people they
take then as a co-target market.
MAJOR SEGMENTS
Major segments are basically those people who take this drink daily and those
areas where the demands is higher then the other areas. There are so many
people who take this drink daily and those people who take weekly and those
who take less often are always there as well. So, their basic segments are
those people who take this drink regularly.
FACTORS EFFECTING SALES

There are so many factors, which affects the sale of coke. Here we are
discussing three major factors which effects coke.
Per capita income
Competitors
Weather
Per Capita Income
First we will discuss about Per capita income. This is major factor that
affects the sale of this soft drink. Because which every passing year budgets
are becoming very strict and tight in order to purchase things. So the
43

disposable incomes of the people are coming down. They spend heavily on
rents, utilities, and education and basic necessities and after that when they
get extra money they think about this soft drink .So the decreasing per capita
income effects badly in selling and production of this soft drink.
And to get through with this difficulty there is need to increase the level of per
capita income of Pakistan because it is much lesser than the rest of the
countries.
Competitors
Cokes major competitor is PEPSI and there is no hesitation to say this
because every one knows that and all the other cold drinks and water, coffee,
tea are the competitors.

Weather

Weather is the third major factor in effecting the Cokes selling. This is
underdeveloped market so the cokes consumption in summers is 60% and in
winters is 40%.

MAJOR CUSTOMERS NEED


First of all the majority dont care that what they are going to have. In other
words, they 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 WHAT COLD THEY SOLD
Consumers availability in brands is basically works like:
Push availability
Pull consumers demand.
For this reason Coca-Cola have provided their coolers and freezers in the
market. They have maximum number of coolers and freezers in the market.
44

They provide this infrastructure free of cost just to provide child coke to their
customer, which they want to be purchase.
Their salesman and mechanics regularly visit all the shops where coke has its
infrastructure to check that either it is in proper condition or not, if not then
they immediately change or repair it.
MAJOR COMPETITORS
Consumers firstly decide that they are going to have a soft drink. Then they
compete brands with each other. Like they compete Coke with Pepsi and
Sprite with 7up and team .So the major competitor of Coke is Pepsi.
When they motivate to any other brand or on Coke its in instinct basically that
based on messages derive certain feelings.
But Coca Cola thinks in a different way, they believe that RC Cola, new
coming AMRAT Cola, and all juices, even they take water and tea as their
competitors.
STRATEGIES OF QUALITY
After Micro and macro analysis Brand coke is primarily role
1. Enhance competition moments
2. When people watch cricket
3. Through commercialization
4. Fun time
Though these strategies there could be better understanding and better
connection with the public. These are the key consumption.
THREATS FROM COMPETITORS
Threats are well planned. Price is the major threat. When price goes certain
beyond the exact price whether come down or go higher its effects the
consumption of soft drink.
Because when the price go higher people go for the substitute of coke i.e.
Pepsi.
And when price goes down they think that there is must be some thing wrong
in it.
In short it all depends on customers perception.
45

TARGETS THAT WOULD LIKE TO ATTAIN


Every organization runs on the bases of profit maximization so Coke is also
looking for a high profit margin.
There are three major ways of making money
Over night profit
Windfall profit
Ethical and un-ethical ways
Over Night Profits
They could be over night profit that is for the number 1 brand for the year. This
could be got my increasing sales volume
Windfall Profit
Can be windfall profit. They are the extras profit. When the consumption the
consumption is on boom. So, there is different kind of profits.
Ethical And Unethical Ways
Profit can also get through ethical and unethical ways. They believe on this
quote
Every thing is fare in love and war.
Some profits stays for some time like over night profits and some just come
and go like wind fall profits. And they can also get profit through different
approaches.
EXPANDING TARGET MARKET
In last 2 years Coke has come back in aggressive manner.
Consumer has choice
46

Attractive brand name


Brand differentiating

Consumer Has Got Choice


Now the consumer has got choice. Because now they know the name of
another big brand, though coke is the 2 nd best name but it can get a better
position after some time
Attractive Brand Name
Now the consumers know the Name of Coke, because Coke is the name,
which is the most popular after the word ok. So people can better
differentiate brands with each other.
Brand Differentiation
Now different companies have got different brand names. So, people can
distinguish between brands. Two major brands coke and Pepsi also have
brand names.
Coca Colas Brand
Coca cola is US brand. Because they believe in the togetherness, being
people together and friends are being together. Coca Cola strongly believes
that Pakistani temperament is US not ME
Pepsis Brand
Pepsis brand is basically is basically ME branded. They use the
temperament of ME. In contrast to Coke they believe on individual struggle.
THREATS AND OPPORTUNITIES FOR PRICE
47

Opportunities
If Coke is considered a luxury product. Then there is the tax rate system
15% - sales tax
20% - excise duty
27% - goes to government
03% - In making Budget
After paying all these taxes coke has to pay electricity charges. We have to
spend on distributions. After paying all these expenses Cokes margin
squeezed and consumers have to pay for increasing tariffs.
These are the opportunities through which we can increase the price and can
get profits.
Threats
There are much more threats in increasing prices. Because same problem of
substitute. If Coke increase the price lets say 1 rupee. Then people definitely
wont go for coke. They have the best substitute of Coke that is Pepsi. So
these are the threats in increasing prices. Coke will lose the margin of its profit
and can face loss.

48

STRATEGIES OF GETTING GOALS I.E. HIGH PROFITS


To increase the price is the least thing, which Coke can adopt. There are so
many ways through which Coke can increase the profits. Some major ways
are as follows.
Volume can be increased
Interest level of consumers
To take part in energetic festivals
How to increase the volume of consumers?
Coke can increase the volume by expanding the industry of coke. Through
advertisements, offering different interesting things to attract people towards
this product.
How to increase the interest level of consumers?
Coke is increasing the interest level of consumers by offering different flavors.
For example Coke is increasing the number of flavors in Fanta, this is one of
the product of coke. Through offering different flavors Coke can increase the
Level of consumers and through this profits can be gained.
How to take part in energetic festivals?
Coke is already taking part in the festival like Basant since last 3 years. Coke
offers different attractive things in their festival and through this Coke gained
high profit and consumption of coke increased on these occasions.
And this year in this year 2002 people were anxiously waiting that what
interesting thing coke is going to offer.
MARKETING STRATEGY
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,
49

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 CocaCola, 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
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)


50

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
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.

51

PROMOTION STRATEGIES
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 eye-catching 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.

52

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

53

Pos material mean point of sale material this includes: posters and stickers
display in the stores and in different areas.

54

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
55

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.

56

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 Coca-Cola brand. The CocaCola 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.
57

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 here 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 & refresh on the spot with ice-cold Coca-Colas at
discounted prices backed by a heavy FM announcement campaign the GORED 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
58

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 Coca-Colas 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 Nikla Kiya?(What have
u won) was launched in collaboration with Chimera Nokia.The promotion gave
consumer a chance to win thousands of Coca-Cola branded Nokia 3310
cellular phones on every purchase of 750ml RGB bottle of Coca-Cola ,Sprite,
& Fanta.The other highlight of promotion was the Caught Red Handed
campaign. Branded Coca-Cola with caught red handed team in them went to
Lahore & Karachi for three days, with target that anyone being caught drinking
Coca-Cola will be awarded a nokia 3310 mobile phone & if someone is caught
talking on a nokia mobile will win free supply of Coca-Cola. Caught red
59

handed become a huge success among the masses as it was one to one
interaction between the Coca-Cola brand & the consumers. This activity
helped billed confidence and brand loyalty among core consumers.
Coca Cola TV Mazza
The coca cola new campaign is coca cola tv mazza, it is a utc scheme in
which people are getting television sets of different sizes. These days this
scheme is very popular among the people.
Coca-Cola & Mc Donalds
Coca-Cola & key account of MC Donalds launched the we go together joint
promotion to reinstate amongst consumers a real sense of the affinity that,
both shares globally. The promotion kicked off with pos material (Danglers,
Bunting etc) displayed at all MC Donalds restaurants along with a special
offer for coke & fries.
Fanta & Sprite Launched
In November 2000moving on to the Sprite & Fanta brands, the consumers in
Pakistan witnessed a soft launch in essence. The Coca-Cola Company
declared the new Non-Returnable bottles of Sprite & Fanta as the New, On
the Go Packs flaunting the innovative packaging convenience. Fanta & Sprite
are sure to enjoy considerable success in Pakistan.
Diet Coke
After the acquisition of the individual local franchise bottling facilities in 1996,
the company has successfully launched its first new product, diet coke, for the
first time in almost 3 years. The was linked with three fashion shows as Diet
Coke is related to fashion & fitness, but the major hit was thematic fashion
shows in restaurants, which are the key accounts of the company as this has
been never done before in Pakistan.

60

SWOT ANALYSIS
Strengths:
Coca-Cola has been a complex part of American culture for over a
century. The product's image is loaded with over-romanticizing, and this
is an image many people have taken deeply to heart. 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.
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.
A company like Coca-Cola has much internal and external strength, but
when launching a product of this sort, they begin to run into many
internal and external weaknesses as well. As far as internal strengths
go, Coca-Cola itself is a strong company to say the least. Not only are
they a $23 billion company, but in 200 nations, Coke sells about 400
drink brands, including four of the top five sellers right now. They own
36% of the largest Coke bottler in the world, Coca-Cola Enterprises,
which staffs facilities all over the world.
Although Coke has never produced an organic product, they do own
Odwalla, which is a natural juice company. This product would not be
marketed as an Odwalla brand, but Odwalla's knowledge of natural juice
making will be a great strength for Coca-Cola.
Organic products are on the rise, with 70% of Americans having
purchased something organic at least once. While organics are
becoming more and more popular, there still are not many well-known
organic companies; therefore, Coca-Cola will not have much
competition.
61

Perhaps one of their biggest strengths is the brand loyalty their


customers have. When this product is launched, avid Coke drinkers will
choose this organic fruit juice or soda over any other competitor simply
because it's a Coca-Cola product and they trust it.
Weaknesses:
Although domestic businesses as well as many international markets
are thriving, Coca-Cola has recently reported some "declines in unit
case volumes in Indonesia and Thailand due to reduced consumer
purchasing power." According to an article in Fortune magazine, "In
Japan, unit case sales fell 3% in the second quarter because while
Japan generates around 5% of worldwide volume, it contributes three
times as much to profits. Latin America, Southeast Asia, and Japan
account for about 35% of Coke's volume and none of these markets are
performing to expectation.
Coca-Cola on the other side has effects on the teeth's 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.
Opportunities:
Brand recognition is the significant factor affecting Coke's competitive
position. Coca-Cola's brand name is known well throughout 94% of the
world today. Packaging changes have also affected sales and industry
positioning, but in general, the public has tended not to be affected by
new products. Coca-Cola's bottling system also allows the company to
take advantage of infinite growth opportunities around the world. This
strategy gives Coke the opportunity to service a large geographic,
diverse, area.
Threats:
Currently, the threat of new viable competitors in the carbonated soft drink
industry is not very substantial. The threat of substitutes, however, is a very
62

real threat. The soft drink industry is very strong, but consumers are not
necessarily married to it. Possible substitutes that continuously put pressure
on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate.
Even though Coca-Cola and Pepsi control nearly 40% of the entire beverage
market, the changing health-consciousness of the market could have a
serious affect. Of course, both Coke and Pepsi have already diversified into
these markets, allowing them to have further significant market shares and
offset any losses incurred due to fluctuations in the market.
Consumer buying power also represents a key threat in the industry. The
rivalry between Pepsi and Coke has produced a very slow moving industry in
which management must continuously respond to the changing attitudes and
demands of their consumers or face losing market share to the competition.
Furthermore, consumers can easily switch to other beverages with little cost
or consequence

63

CONCLUSION
After thorough research, we come to the conclusion that the marketing
strategy of Coca Cola is working for them and the product is gaining popularity
among youth day by day.

64

RECOMMENDATIONS
After completing our project we have concluded some recommendation for the
coca cola company, which are following.
Coca Cola Company should try to emphasis more on providing their
infrastructure in the market to facilitate their customers.
According to the survey, conducted by the international firm Pakistani
people like little bit sweeter cola drink. So for this coca cola company
should produce their product according to the local demand.
Marketing team should try to increase the availability of Coke in rural
areas.
They should also focus the old people.
Now young generation has a trend to drink a coke 2 regular bottles at
same time, so providing more satisfaction to them company should
introduce liter disposable bottle.

PEST ANALYSIS OF COCA-COLA


There are four variables, which we will discuss in our report, they are:
POLITICAL VARIABLES
Political variables Strongly
Effected

Some
what
Effected

Effects of

No
Effect

NE

65

Some
what
Effected

Strongly
Effected

government
regulations &
deregulations
Effect of
environmental
protection laws if
any
Import and export
regulations
Effect of political
conditions in
certain countries of
Coke
Any effect of
election, military
take over,
Revolution at Coke

YES

NE
NE

YES

Conclusion Of Political Analysis:


As far as the above table is concerned it could be seen that there are very
little chances of political variables to effect the cokes production and selling
behavior.
In the political variables most of the things are related to Governmental
activities. So, they dont leave any good or bad impact in the Industry of coke.
And there are some exceptional things like: environmental protection
laws they somewhat effect the industry of Coke. From last two years
Government is going to be really very much conscious about the environment.
But after making the adjustments in plants and applying the proper way of
wastage the chances of being affected by the protection laws are going to be
diminished. So it impact good for the Cokes reputation. And the second thing
in political variables which effects Coke is elections & military take over
Because in the days of elections and marshal laws condition the countries
production in any field is declined. So it affects slightly the revolution of Coke.
So political conditions are over all leave neutral effects on cokes industry.

66

ECONOMICAL VARIABLES
Economical
Variables

Do soaring interest
rates make business
task any harder
Any effect due to
inflation
Anything done to
reduce
unemployment
Any effect of 11th
September 2001,
incident at Coke in
Pakistan

Strongly
Effected

Some
what
Effected

No
Effect

Some
what
Effected

Strongly
Effected

YES
YES

YES
NE

Conclusion Of Economical Analysis


It could be seen that economical variables highly affects the Cokes
resolution. Economic factors are those actors who effect the production of any
industry. So, Coke is not the out of question. If the economic conditions of the
country is not that strong and Coke increases its Price in this situation. Then it
would impact highly negative. And inflation is also not a good position for any
countrys production point of view. It also impacts highly negative in the Cokes
production.
And as a country concerned like Pakistan where the unemployment rate is
very much high. The Coca-Cola system in Pakistan employs 1,800 people.
During the last 2 years, the Coca-Cola system in Pakistan has involved over
$130 million (U.S).
When we draw the conclusion of economic variables. Then we come to
know that if economic variables are in the favorable position of country then
they impact good other wise the impact highly bad.

67

SOCIAL VARIABLES
Social variables

Strongly
Effected

Effects of
advertisement of
Coke on Public
popularity
How will do Cokes
contribution affect
charity organizations
of Pakistan
Has rising
consciousness of
natural resources in
people effected your
save environment
activities.

YES

Some
what
Effected

No
Effect

Some
what
Effected

Strongly
Effected

YES

YES

CONCLUSION OF SOCIAL ANALYSIS


EDUCATION
The Coca-Cola Company has always believed that education is a powerful
force in improving the quality of life and creating opportunity for people and
their families around the world.
The Coca-Cola Company is committed to helping people make their dreams
come true. All over the world, we are involved in innovative programs that give
hard-working, Knowledge-hungry students books, supplies, places to study
and scholarships. From youth in Brazil to first generation scholars, educational
programs in local communities are our priority.
ENVIRONMENT
A large part or our relationship with the world around us is our relationship with
the physical world. While we have always sought to be sensitive to the
68

environment, we must use our significant resources and capabilities to provide


active leadership on environmental issues, particularly those relevant to our
business. We want the world we share to be clean and beautiful. We are
always innovating to bring you different delicious beverages. This same spirit
of innovation comes alive in our environment programs. Were committed to
preserving our environment, from use of more than $ 2 billion (U.S) a year in
recycling content and suppliers, and environment
Management initiatives, down to very local neighborhood collection and
beautification efforts. Heres a sample of what were doing in different
communities around the world regarding the conservation of water and natural
resources, climate changes, waste environment education.
The Coca-Cola system in Pakistan operates through eight bottlers. Four of
which are majority-owned by Coca-Cola Beverages Pakistan Limited
(CCBPL).
COMMUNITY INVOLVEMENT:
In 2000, when eastern Pakistan suffered its worst droughts, The Coca-Cola
system initiated a famine-relief program to help victims and was the first
private-sector company to assist. The Coca-Cola system in Pakistan initiated
a voluntary Hajj program that allows one employee from each plant, selected
through a draw, to be sent on the Holy Pilgrimage to Mecca at the Companys
expense.
TECHNOLOGICAL VARIABLES
Technological
variables

Strongly
Effected

Have business
innovations
effectively
promoted your
business
Has the
governments
regulations ever
hindered in

YES

Some
what
Effected

No
Effect

Some
what
Effected

Strongly
Effected

YES

69

importing technical
equipment
Does Coke help in
promoting
paperless
environment

YES

Conclusion Of Technological Analysis


Of course business innovation leaves highly good impacts in the business of
Coke. As coke use more advance technology in its production process. It will
resulted in increment of their production through out the country.
As far as the governmental hindrances are concerned the impacts highly bad
on cokes production. Ever year when budget in announced government taxes
rates always shoot up. This approach of government decreases the profit
margin of Coke.
As the coke helping in promoting paperless environment .it impacts good,
because computers are the basic need of any person now a days. And though
its a big industry so it is promoting the trend of paperless environment. And it
is giving the way of other industries to come to new technologies and into a
new world of business. Through computers coke can increase the efficiency of
its business and can have up to-date data about their productions.
OVER ALL RESULTS OF PEST ANANYSIS
After our studies and analysis of CCBPL (Coca-Cola Beverages Private
Limited), we came up with the very interesting report of facts and figures.
Coca-Cola is no doubt one of the most popular beverage company and its
product COKE is one of most consumed cola drink. They spend billion of
dollars on their advertisement, promotions and recreational campaign.
Coca-Cola is a close competitor of Pepsi and it certainly gives its rival a tough
time. Coca-Cola is a 27% shareholder in the Pakistan market and they dont
want to stop here!! Its target market is to achieve a much higher %age. CocaCola has about 2000 employees at Pakistani plants. Lahore plant of CocaCola is one of the beautiful plant in Asia, Situated on Raiwand Road.
70

Coca-Cola has always had a close consumer and supplier relationship with its
customers. Its entertaining and colorful advertisements have always and will
always rock the media. Pakistani rock stars, sportmen and actors have played
a very vital role in making Coca-Cola such a popular beverage.

DATA ANALYSIS
1. Have you ever tried the product (Coca-Cola)?

Out of the 30 people we surveyed, all of them said they had tried CocaCola atleast once. This explains the brand awareness of Coca-Cola.
2. Gender

71

Out of the 30 respondents, there were 18 men & 12 women.

3. Age groups

As represented in the chart, majority of the respondents were in the age


group of 20-35 years, the least of the lot being 2 kids who were also
asked to participate in the survey.
72

4. Do you enjoy the product (Coca-Cola)?

From the analysis, it was found that majority of 77% (23 people)
respondents said they enjoyed drinking Coca-Cola as against 23% (7
people) who said they preferred other drinks.
5. What brand would you say is more popular among the public?
a) Coca-Cola
b) Pepsi
c) Other

73

As seen in the chart, out of 30 people, 17 respondents said, in their


opinion, Coca-Cola was more popular while 11 respondents said they
preferred Pepsi as a popular brand.
6. Do you enjoy Coca-Colas advertisements on TV?

The chart represents that a majority of people thought the


Advertisements were good enough & they like what they see.
7. Do you think the price for a can of Coca Cola is cheap or
expensive?
74

As seen in the above figure, a majority of 23 people out of the 30


respondents thought that the Coca-Cola Cans are slightly overpriced
with a few people also rating it as expensive.
8. If you were to see the Coca-Cola logo somewhere would you
recognize it?

75

It is understood from the fact that the Logo of the Company still has
its image in the minds of the people with all the respondents saying
they would recognize the Coca-Cola Logo.
9. How often do you buy the product?

As it can be seen in the figure, it was concluded that majority of the


respondents bought the product quite frequently. This shows the brand
loyalty of the customers towards Coca-Cola.

10. Where do you buy Coca-Cola products the most?

76

As seen in the above chart, customers usually preferred to buy Cocacola in restaurants like KFC, Mc Donalds, Sub-Way etc. The second
largest option was General stores stocking Coca-Cola.

77

CONCLUSION
It was observed that Coca-Cola has been perceived quite positively as it
has been projected. People are aware of the Brand & Awareness of
Coca-Cola is quite high in the market. When a product is launched, avid
Coke drinkers choose this soda over any other competitor simply
because it's a Coca-Cola product and they trust it.
Although Coke has been into controversies, people still prefer to stay
loyal to the Brand with Coca-Cola being termed as a more popular brand
than Pepsi.
Coca-Cola products would appear, on the shelf, to have the most
expensive range of soft drinks common to supermarkets, at almost
double the cost of no name brands. This can be for several reasons
apart from just to cover the extra costs of promotions, for which no name
brands do without. When people buy Coca-Cola they are not just buying
the beverage but also the image that goes with it, therefore to have the
price higher reiterates the fact that the product is of a better quality than
the rest and that the consumer is not cheap.
In supermarkets and convenience stores Coca-Cola has their own fridge
which contains only their products. There is little personal selling, but
that is made up for in public relations and corporate image. Coca-Cola
sponsors a lot of events including sports and recreational activities.

So
Jo chaho ho jaye coca-cola enjoy

78

LIMITATIONS

Time Constraints:
A two months time limits us to understand completely the
market requirements and all round working perspective of the company.
Position and Authentication Constraints:
With no authority or position it was
sometimes difficult to convince the customer in front as summer trainee holds no
responsibilities in the eyes of corporate.
No Customer Interection:ection
It is because the customers of
Hindustan Coca-Cola Beveragws Private Limited are big organisations, these
organisations are situated outside Varanashi. So , there is no interection with
customers of Hindustan Coca-Cola Beveragws Private Limited.

79

SUGGESTIONS
In the report we have seen the graph of order booking targets and sales
turnover. In the graph of order booking we have seen that the order for our
product is increasing year. It means that with the increase of order to target.
We have efficiency of the organisation; we have to improve on certain points:
Cost efficiency:
To get the achievement of cost efficiency we have to
keep certain points in our mind they are resale of scraps, inventory
management, work distribution.
Profit generation:
In the SWOT analysis we have seen there is a great
opportunity products, these can be turnkey for the company. The
company should try to work on export. They should lay more emphasis
on export.
Improving technology:
There is no doubt that the product of company is
not good.
80

But from time to time the regular improvement of the technology. It


improves the quality of the product as well as save the time.
Becoming a global player:
With the last dealings we can conclude that the
company had satisfy there maximum customers. After those dealings
the company should try to get a good name in India as well as in
international market.

81

Name: __________________________

1. Have you ever tried the product (Coca-Cola)?


a) Yes
b) No
2. Gender
a) Male
b) Female
3. How old are you?
a) Below 10
b) 10-19
c) 20-35
d) 36-50
e) 51 & Above
4. Do you enjoy the product?
a) Yes
b) No
c) It's not bad
5. What brand would you say is more popular among the public?
82

d) Coca-Cola
e) Pepsi
f) Other

6. Do you enjoy Coca Colas advertisements on TV?


a)
b)
c)
d)

I really like them


They good but nothing special
Not bad
I don't enjoy them

7. Do you think the price for a can of Coca Cola is cheap or expensive?
a) Cheap
b) Slightly over priced
c) Expensive
8. If you were to see the Coca Cola logo somewhere would you recognize it?
a) Yes
b) No
9. How often do you buy the product?
a)
b)
c)
d)
e)

Never
Once/few times a year
Few times a month
Few times a week
Everyday

10. Where do you buy Coca-Cola products the most?


a) Super Markets
b) General stores
c) Restaurants (McDonald's, Subway, KFC etc)
83

ANNEXURE
The internet is a powerful source of information related to management theories
and practices. This annexure has been compiled for the net-savvy reader who would
like to surf the net for information on an aspect that is, in some way, related to matter
covered in this project work. This compilation is meant to be illustrative rather than
comprehensive and there might be many other sources. You must be on the guard as
every site listed on the search engines under the title Marketing Strategies Analysis
may not be related to my project over my study undergone in BPC Hindustan CocaCola Beveragws Private Limited. It may be a site related to general references,
articles and slides over management theories on Marketing!

84

BIBLIOGRAPHY
Bibliography refers to the sources through which information has been
retrieved in my project development:
Books & Magzines:
Marketing Management

By ( Philip Kotler )

Economic Times
Annual Report of coca-cola company.
Websites:
www.google.com
www.coca-colaindia.com
www.altavista.com

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