Coco proj

Lovely School of
Management

Submitted To: -
Submitted By:-
Mr. Sunil Budhi Raja
Gyan Prakash

Roll. No:-B46
Sec
tion: - S1007
R
eg. Id:-11011236

1

ACKNOWLEDGEMENT

After completing my IInd semester curriculum. I went for summer

training for 8 weeks duration and it bears inspirit of several person. I

have achieve this training in one of the most esteemed organization

of the country Hindustan Coca-Cola Beverages 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

Beverages 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 manager’s 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 Mr. Sunil Budhi

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Raja. 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.

TABLE OF CONTENTS

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.

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• 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-to–drink beverages they want to drink
throughout 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.
4

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
customer’s 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 company’s 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

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 it’s 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 ,

5

secured the exclusive rights to bottle and sell Coca-Cola for
most of the United States from The Coca-Cola Company.

The Coca-Cola bottling system continued to operate as
independent, local businesses until the early 1980s when
bottling franchises began to consolidate. In 1986, The Coca-
Cola Company merged some of its company-owned operations
with two large ownership groups that were for sale, the John
T. Lupton franchises and BCI Holding Corporation's bottling
holdings, to form Coca-Cola Enterprises Inc. The Company
offered its stock to the public on November 21, 1986, at a
split-adjusted price of $5.50 a share. On an annual basis, total
unit case sales were 880,000 in 1986.

In December 1991, a merger between Coca-Cola Enterprises
and the Johnston Coca-Cola Bottling Group, Inc. (Johnston)
created a larger, stronger Company, again helping accelerate
bottler consolidation. As part of the merger, the senior
management team of Johnston assumed responsibility for
managing the Company, and began a dramatic, successful
restructuring in 1992.Unit case sales had climbed to 1.4
billion, and total revenues were $5 billion

The Coca-Cola Company is the world’s largest beverage company.
They operate in more than 200 countries & markets more than 2800
beverage products. Head quartered 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.

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MANAGEMENT:

The hierarchy of Coca Cola Company is as follows.

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Chairman
Board of governors

Vice Chairman and chief operating officer

Executive Vice Presidents

Senior Vice Presidents

Vice Presidents

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 Non- All
alcohol commercial
ic Beverages
drink
10 year 5-year 2001 annual 2002 2002
compound compound growth
annual annual
growth growth
Comp Indus Comp Indus Comp Indus Compan Comp Comp
any try any try any try y share any any
share per
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capita
Incom
e
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.

(Figure)

This strategy has worked a lot and it has helped them to become the
World’s 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.

9

(Figure)
12

10

8

6
unit sale in billions
4

2

0
1971 1981 1991 2002

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.
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.

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
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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 Company’s strategies. Governments of some Arab nations
boycotted Coca-Cola’s products due to a political dispute and
discontented with the company for maintaining distributors in Israel.

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

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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 Coca-Cola Company brands, and
it is the company’s 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 Coca-cola.

Social Analysis for Coca-Cola

Foreign environment factors have influenced the Coca-Cola’s
strategies in international marketing. Culture has a tremendous
effect on people’s 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 consumer’s
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products, as it is important that the products suit one’s taste,
preferences and fulfill one’s 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 non-alcoholic
beverage industry by increasing the demand overall and in the
healthier beverages.

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
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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
Coca-Cola 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

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 LATIN EUROPE & ASIA AFRICA
AMERICA AMERICA MIDDLE EAST

30% 25% 22% 17% 6%

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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 company’s 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 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)

Countr Unit case growth Non- All commercial
y alcoh Beverages
olic
Drink
s

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10 year 5-year 2002 annual 2002 2002
compound compound growth
annual annual
growth growth
Comp Indus Comp Indus Comp Indus Comp Comp Compa
any try any try any try any any ny per
share share capita
Income
North 4 5 3 3 2 2 22 15 398
Ameri
ca
Unite 4 5 3 3 2 2 23 16 419
d
States
Latin 6 7 6 6 3 4 24 15 205
Ameri
ca
Argen 7 4 6 2 7 2 20 10 236
tina
Brazil 5 5 3 6 3 5 23 13 144
Chile 9 6 5 3 (2) 3 56 23 336
Mexic 7 10 8 9 2 5 22 18 462
o
Europ 6 3 5 3 2 4 12 6 72
e
& Mid
dle
East
Eurasi 17 8 6 5 (14) 1 14 5 39
a
Franc 8 3 9 3 7 3 9 5 110
e
Germ 1 2 (1) 1 (6) 1 14 7 193
any
Great 8 2 11 2 8 3 17 6 193
Britai
n
Italy 1 3 4 3 2 2 9 6 104
Middl 12 12 7 5 4 8 8 3 17
e East
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Spain 6 4 8 5 4 4 17 12 264
Asia 7 6 6 7 10 7 14 5 23
Africa 7 6 8 3 10 6 34 11 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 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
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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)

2002 2001 Percenta
ge
change

Net operating revenues 20,092 19,889 1%
Operating income 5,352 3,691 45%
Net income 3,969 2,177 82%
Net income per share (basic) 1.601 0.882 82%
Net income per share (diluted) 1.601 0.882 82%
Net cash provided by operating
activities 4,110 3,585 15%
Business reinvestment (963) (779) 24%
Dividends paid (1,791) (1,685) 6%
Share repurchase activity (277) (133) 108%
Free cash flow 3,147 2,806 12%
Return on capital 26.6% 16.2% -
Return on common equity 38.5% 23.1% -
Unit case sales (in billions)
International operations 12.5 11.9 5%
North America
operations 5.3 5.2 2%
Worldwide 17.8 17.1 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:

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• $.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.

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
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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)

2002ª 2001

Equivalent cases 4.2 billion 3.8 billion
Bottle and cans 87% 87%
Fountain 13% 13%
Employees 72,000 67,000
Vehicles 54,000 52,000
Cold drink equipments 2.4 2.3
million million
Facilities
Production only 25 25
Distribution 385 361
Combination 53 50
Total 463 436
Percent of North America population 80% 72%
coverage
Number of States of Operation 46 46
Bottle and can equivalent case package distribution
Cans 44% 45%
Non-refillable bottles 52% 51%
Refillable bottles 4% 4%
Capital structure
Net debt to total capital ratio 63% 59%
EBITDA interest coverage 3 3
Weighted average cost of debt 6.3% 6.8%
Key Statistics
Constant territory bottle and can volume 3% ½%
growth
Bottle and can net revenues per case Flat 2%
change
Bottle and can cost of sales per physical 1 ½%
case change
Reported EBITDA (in billions) $1.95 $2.39
Reported EBITDA change (18)% 9%
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Capital expenditures( in billions) $0.97 $1.18
%-age of net operating revenues 6% 8%
Coverage of North American Can/bottle 83% 74%
volume

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.

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

The overall volume of this company is as follows.

(Figure)

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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 it’s approach
to brands in several key markets, including Ceil in Mexico, Mori No
Mizudayori in Japan, Bonaqua in Russia and Kinley in India. Backed
by a strong network of bottling partners through out 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 strategy—
water. By the end of 2001, it’s 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 Nestlé S.A., began
operations in 2001. This partnership combines Nestlé's knowledge in
life science, research and development with the expertise of Coca
Cola Company in brand building and distribution.
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 Japan—where The Coca-Cola Company is the
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leader in the total tea category, the second-largest category in the
non-alcoholic ready-to-drink segment—it launched Marocha Green
Tea. With sales of 46 million unit cases for the year, Marocha Green
Tea is the fastest-growing product in the fastest-growing 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”!

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 2-½
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 get-togethers
that accompany such events. Through an intense focus on Coca-
Cola, 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 result—diet Coke with lemon—contributed to
volume growth of 4 percent for the number-one diet.

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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: it’s global sports drinks, led by
Powerade and Aquarius, grew by 13 percent in 2002, nearly double
the growth rate of the worldwide sports-drink 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 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.

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:

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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,
• caffeine free Coca-Cola,
• diet Coke
• caffeine free diet Coke,
• diet Coke with lemon
• Vanilla Coke,
• diet Vanilla Coke,
• Cherry Coke,
• diet Cherry Coke,
25

• Fanta brand soft drinks,
• Sprite,
• diet Sprite
• Sprite Remix

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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 can’t expand its market more but if we
consider Asia, it is still in the growth phase.

Coca-Cola is currently going through the maturity stage in Western
countires. This maturity stage lasts longer than all other stages.

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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 CEO "The more
successful they are, the sharper we have to be. If the Coca-Cola
28

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.

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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 Coca-Cola 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 company’s 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
on-premise fountain accounts.
• Full service delivery for its full service vending customers.

Key Channel Listing

• Supermarkets
• Convenience Stores
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• 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
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easily. With many automatic Can machines located in 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
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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. 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 world’s
leading company. In 2001, company accomplished the crust of it’s
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.

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• Selectively broaden the family of beverage brands to drive
profitable growth.
• 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
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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 Pepsi-Cola 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, Bradham’s advertising praises his drink as
“Exhilarating, invigorating, aids digestion”.

1990-2002

The advertisement of the Pepsi changes to, “You got the right one
baby, Uh-Huh!”.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 them employee
approximately 1000 people more on temporary basis during
summer season.

Pepsi’s Products

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• Pepsi

• Teem

• Mirinda

• Pepsi Max

• Pepsi Lemon

• Pepsi Blue

• Mountain Dew

• 7up

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.)

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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

Coke’s 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
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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 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

Coke’s major competitor is “PEPSI” and there is no hesitation to say
this because everyone knows that and all the other cold drinks and
water, coffee, tea is the competitors.
Weather
Weather is the third major factor in effecting the Coke’s selling. This
is underdeveloped market so the coke’s consumption in summers is
60% and in winters is 40%.

MAJOR CUSTOMERS NEED

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First of all the majority don’t care that what they are going to have.
In other words, they don’t care before drinking that whether it is
“Pepsi” or “coke”. They don’t actually differentiate between these
two brands in order to their tastes.
Consumers basically drink what they get.
They believe on “WHAT COLD THEY SOLD”
Consumer’s availability in brands is basically works like:
Push availability
Pull consumer’s 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. 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 it’s 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

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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 goes higher people go for the substitute of
“coke” i.e. Pepsi.
And when price goes down they think that there is must be
something wrong in it.
In short it all depends on customer’s perception.

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

• Overnight 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

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Profit can also get through ethical and unethical ways. They believe
on this quote
“Everything 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
• 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 2nd 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 Cola’s 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”

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Pepsi’s Brand

Pepsi’s 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

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
Coke’s 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 increases the price let’s say 1 rupee.
Then people definitely won’t 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.

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
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• 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 which they are, where they live, how they work and
play, and how they relax and recharge. Whether you're a student in
the United States enjoying a refreshing Coca-Cola, a woman in Italy
taking a tea break, a child in Peru asking for a juice drink, or a
couple in Korea buying bottled water after a run together, we're
there for you. We are determined not only to make great drinks, but

43

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 liter plastic bottle)
• CANS (tin pack 330 ml)

Packing

Coca cola products are available in different packing
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• 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 that’s 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 those 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

Sometimes Coca Cola Company changes 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.

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
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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 school’s
cafes and sponsors their sports events and other extra curriculum
activities for getting market share.

UTC Scheme

UTC mean under the crown scheme, coca cola often do this type of
scheme and they offer very handy prizes in it. Like once they offer
bicycles, caps, tv sets, cash prizes etc. This scheme is very much
popular among children.

DISTRIBUTION CHANNELS

Coca Cola Company makes two types of selling
Direct selling
Indirect selling

Direct Selling

In direct selling they supply their products in shops by using their
own transports. They have almost 450 vehicles to supply their
bottles. In this type of selling company have more profit margin.

Indirect Selling

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

FACILITATING THE PRODUCT BY INFRASTRUCTURE

46

For providing their product in good manner company has provided
infrastructure these includes:
• Vizi cooler
• Freezers
• Display racks
• Free empty bottles and shells for bottles

ADVERTISEMENT

Coca Cola Company use different mediums
• Print media
• Pos material
• Tv commercial
• Billboards and holdings

Print Media

They often use print media for advertisement. They have a separate
department for print media.

POS Material

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

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

Billboards and Holdings

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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

Everything starts from the attitude of consumer’s 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 company’s success.
2. Workers should be the brand centric not the promotion centric.
3. They should know how much to for the brand activities.
4. They should also know that how much to do with the promotion
activities for brand.

HOW COKE DETERMINE THE YEARLY BUDGET

Coke determines its yearly budget by the
• Sales volume
• Profitability
• Target volume

Sales Volume

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

Profitability:

The second thing through which they determines budget is the
“profit” .if they r getting profits with the high margin, then they
definitely want to increase their profits in the next coming year.
Every organization runs on the basis of getting high profits. No
organization wants to face Loss in their business. To get profit is the
first priority of the Coke.

Target Volume:

To run the business every industry has some targets, which they
want to achieve in a specific time period. If industry achieves those
goals in that period then for the coming year it increases the volume
of the target.
So Coke Follow the same thing it has also some goals and targets to
achieve in the given time period. When they succeed to achieve that
target then they increase their target volume in the next year.

SALES PROMOTION ACTIVITIES

Coca-Cola Cricket

Cricket the most sought after; watched & played game in Pakistan
.the game of cricket has been owned by various brands in the
industry for the promotion of their products over a period of time. It
has ranged from tobacco to lubricants to communication companies
to banks to airlines & lately to the beverage industry. The
competition has become tougher & tougher as the time has
progressed.

Coca-Cola signed a sponsorship agreement with eight of Pakistan’s
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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 Coca-Cola Company developed
three TV commercials & four testimonial ads with the player & ran
them on the national net work during various cricket matches. These
bold steps taken by the Coca-Cola marketing unit acclaimed them
many acknowledgements across the board. This campaign helped
Coca-Cola to establish its association with the game & the player.

Coca-Cola Concerts

Abrar-ul-haq’s 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-Cola’s 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-Cola’s 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 city’s
map. The promotion saw the avid families & friends enjoying the
delicacies at the restaurants; all resiliently upholding the Coca-Cola
identity.

Coca-Cola Basant Festival

In February the month of basant the parks & horticulture authority in
Lahore nominated Coca-Cola the official sponsor of the basant
50

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 children’s parade & held the Coca-Cola kite flying
championship during the basant festival. Now “where there is
basant there is Coca-Cola”, it has been impossible to envisage
basant without Coca-Cola. Coca-Cola give the more refreshing flavor
to the colors of basant by adding more life to the festival, giving the
consumer a unique experience which they had never tasted before.

Coca-Cola GO-RED

Quenching the thirst of motorist, pedestrians & passerby’s during
Lahore’s hottest summer season, Coca-Cola’s “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 “GO-RED” stall, served well to
promote the Coca-Cola industry.

Coca-Cola Party in a Park

In June 2000, Coca-Cola created an experiential musical evening in
Lahore, where Junoon performed. This program was recorded and
one-hour program shown in the national TV for free.10 million
households saw Coca-Cola ‘Party in a Park’ while 10 thousand
people attended the event.

Coca-Cola Shopping Festival

Coca-Cola hosted “The Coca-Cola Shopping Festival” Lahore’s first
shopping festival, a resounding success with tempting discounts,
live music, great prizes & fire works. Liberty marketing Gulberg was
a hive of activity during the weeklong shopping extravaganza. The
in augural event proved so popular that it is now set to become an
annual fixture.

Coca-Cola Pet Promotion

In 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first
time in Pakistan. Targeting house wives & family home, Coca-Cola’s
1.5 liter Pet bottle, took the limelight & gained momentum with a
51

campaign promoting the unique packaging and its numerous
consumer benefits .A treat for the family, Coca-Cola’s 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-Cola’s 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
thousand’s 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 handed become
52

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 Donald’s

Coca-Cola & key account of MC Donald’s 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
Donald’s 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.

SWOT ANALYSIS
Strengths:

53

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.

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
54

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
55

threat of substitutes, however, is a very 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

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.

56

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 ½ liter disposable bottle.

PEST ANALYSIS OF COCA-COLA

There are four variables, which we will discuss in our report, they
are:

POLITICAL VARIABLES

57

Political Strong Some No Some Strongly
variables ly what Effe what Effected
Effect Effected ct Effected −−
ed + + − −
++
Effects of NE
government
regulations &
deregulations
Effect of YES
environmental
protection laws if
any
Import and NE
export
regulations
Effect of political NE
conditions in
certain countries
of Coke
Any effect of YES
election, military
take over,
Revolution at
Coke

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 coke’s
production and selling behavior.
In the “political variables” most of the things are related to
Governmental activities. So, they don’t leave any good or bad
impact in the Industry of coke.

And there are some exceptional things like: “environmental
protection laws” they some what 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
58

affected by the “protection laws” are going to be diminished. So it
impact good for the Coke’s reputation. And the second thing in
political variables which effects Coke is “elections & military take
over” Because in the days of elections and marshal law’s 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
coke’s industry.

ECONOMICAL VARIABLES

Economical Strong Some No Some Strongl
Variables ly what Effec what y
Effect Effecte t Effected Effecte
ed d + − − d
++ + −−
Do soaring YES
interest rates
make business
task any harder
Any effect due to YES
inflation
Anything done to YES
reduce
unemployment
Any effect of 11th NE
September 2001,
incident at Coke in
Pakistan

Conclusion Of Economical Analysis

It could be seen that “economical variables” highly affects the
Coke’s 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 country’s
59

production point of view. It also impacts highly negative in the
Coke’s 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.

SOCIAL VARIABLES

Social variables Strong Some No Some Strong
ly what Effec what ly
Effect Effected t Effected Effect
ed + + − − ed
++ −−
Effects of YES
advertisement of
Coke on Public
popularity
How will do Coke’s YES
contribution affect
charity
organizations of
Pakistan
Has rising YES
consciousness of
natural resources in
people effected
your “save
environment
activities.

60

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 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.
We’re 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. Here’s a sample of what we’re 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:

61

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 Company’s expense.

TECHNOLOGICAL VARIABLES

Technological Strong Some No Some Strong
variables ly what Effec what ly
Effect Effected t Effected Effecte
ed + + − − d
++ −−
Have business YES
innovations
effectively
promoted your
business
Has the YES
government’s
regulations ever
hindered in
importing
technical
equipment
Does Coke help YES
in promoting
paperless
environment

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 coke’s production. Ever year when budget in
62

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 it’s 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 don’t want to stop here!! Its target market is to
achieve a much higher %age. Coca-Cola has about 2000 employees
at Pakistani plants. Lahore plant of Coca-Cola is one of the beautiful
plant in Asia, Situated on Raiwand Road.

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)?

63

35

30

25

20

15

10

5

0
yes no

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

2. Gender

20
18
16
14
12
10
8
6
4
2
0
male female

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

3. Age groups

64

Age Groups

51 & above

36-50 yrs

20-35 yrs

10-19 yrs

below 10 yrs

0 5 10 15

no. of people

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.

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

no
23%

yes
77%

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.
65

5. What brand would you say is more popular among the
public?

a) Coca-Cola
b) Pepsi
c) Other

Others
7%

Pepsi
37% Coca-Cola
56%

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-Cola’s advertisements on TV?

I don’t like them

not bad

they are good but nothing special

I really like them

0 2 4 6 8 10 12 14

66

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?

expensive

slightly
overpriced

cheap

0 5 10 15 20 25

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?

67

no
0%

yes
100%

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?

everyday

few times in a week

few times in a month

once/few times in a year

never

0 5 10 15

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.

68

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

Restaurants

general stores

super markets

0 5 10 15 20

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

69

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…

70

“ Jo chaho ho jaye coca-cola enjoy ”

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 Interaction:

It is because the customers of Hindustan Coca-Cola Beveragws

Private Limited are big organizations; these organizations are

situated outside Varanashi. So, there is no interection with

customers of Hindustan Coca-Cola Beveragws Private Limited.

71

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 organization;

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.

72

• Improving technology:

There is no doubt that the product of company is not good. 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.

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
73

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?

d) Coca-Cola
e) Pepsi
f) Other

6. Do you enjoy Coca Colas advertisements on TV?

a) I really like them
b) They good but nothing special
c) Not bad
d) 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?
74

a) Never
b) Once/few times a year
c) Few times a month
d) Few times a week
e) Everyday

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

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

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 Coca-Cola Beveragws Private Limited. It may be a site

75

related to general references, articles and slides over management

theories on Marketing!

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
76

• www.altavista.com

77

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