project on coca cola
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This document outlines the history and development of Coca-Cola, beginning with its founding in 1886. It discusses Coca-Cola's early growth nationally and internationally in the late 19th/early 20th century. It then covers Coca-Cola's wartime operations and postwar expansion through new products, acquisitions, and global markets. Most recently, it discusses Coca-Cola consolidating its bottling operations and maintaining its dominance as the top soft drink company worldwide through the 1980s-1990s, earning most profits from international sales. The document appears to be a chapter outline for a report or case study on Coca-Cola.
project on coca cola
- 1. INDEX TITLE PAGE ACKNOWLEDGEMENT INTRODUCTION CHAPTER 1: PROFILES HISTORY OF THE COMPANY EARLY GROWTH WARTIME DEVELOPMENT RECENT DEVELOPMENTS POSTWAR GROWTH CHAPTER 2: INDUSTRIAL PROFILE SOFT DRINK INDUSTRY IN INDIA COCA-COLA IN INDIA VISION OF COCA-COLA IN INDIA MISSION OF THE COCA-COLA IN INDIA CHAPTER 3: PRODUCT PROFILE SOFT DRINK INDUSTRY IN INDIA COCA-COLA IN INDIA VISION OF COCA-COLA IN INDIA MISSION OF THE COCA-COLA IN INDIA CHAPTER 4: ADVERTISING CHAPTER 5: MARKETING DEPATMENT MARKETING DEPARTMENT SALES PROMOTION TECHNIQUES OF COMPANY CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS
- 2. S.G.A PROVIDING COMPANIES CHAPTER 6: METHODOLOGY RESEARCH METHODOLOGY DATA ANALYSIS CHAPTER 7: HYPOTHESIS SWOT ANALYSIS CHAPTER 8: CONCLUSION CONCLUSION SUGGESTION REFRENCES
- 3. INTRODUCTION “Coke would rather be long term wiser, than being short term smarter” COCA COLA ENTERPRISES INC. TYPE : PUBLIC (NYSE:CCE) FOUNDER : Asa Candler FOUNDED : 1926 HEAD QUARTERS : ATLANTA, GEORGIA, U.S.A. CHIEF EXECUTIVE OFFICER : JOHN BROCK CHIEF FINANCIAL OFFICER : WILLIAM W.DOUGLAS INDUSTRY : BEVERAGES REVENUE : US$ 35.119 billion (2013) OPERATING INCOME : US$ 8.449 billion (2013) NET INCOME : US$ 11.809 billion (2013) EMPLOYEES : 139,600 (2013)
- 4. Project Type/Scale: New Unit Industry: Food Processing Investment/Estimated Cost: Rs. 45.00 Crores / USD 11.25 Million Saturday, October 31, 1998 Commercial production expected Wednesday, March 31, 1999 Completed
- 6. CHAPTER – 1 HISTORY OF THE COMPANY EARLY GROWTH WARTIME DEVELOPMENT POSTWAR GROWTH RECENT DEVELOPMENTS
- 7. HISTORY OF COCA-COLA This story begins in Atlanta, Georgia on May 8, 1886, when a pharmacist called Dr. John Smith Pemberton first mixed Coca-Cola in his back yard. This formula, which was made from carbonated water, cane sugar syrup, caffeine, extracts of kola nuts and cola leaves, was brought to the nearby Jacobs’ Pharmacy where it made its Debut as a soft drink the same day, selling for only 5 cent. His bookkeeper named this drink “Coca-Cola” after the first two ingredients and the same distinctive script he wrote it in is the same logo they use To this day. In January 1893 Coca-Cola was registered with the U.S. patent office. Later on in 1915 the Root glass company created the famous contour glass bottle for Coca-Cola in 1915. In 1917 Coca-Cola was found to be the world’s most recognized trademark with a record of 3 million Coke’s sold per day. Unfortunately, John Pemberton fell ill, and did not live to see his product’s success Sadly, in the first year of Coke’s existence, Pemberton and his partner only made $50. Pemberton sold two third of his business in 1888 to cover his losses and keep the business afloat. He died later that year, and Mr. Candler, an Atlanta druggist, purchased total interest in Coca-Cola for an unbelievable $2,300 in 1891. In 1891,Candler and his brother formed the CocaCola Company.
- 8. EARLY GROWTH In 1893 Candler registered Coca-Cola as a patented trademark. He also responded to growing concern over the dangers of cocaine by reducing the amount of coca in the drink to a trace. However, he kept some coca extract in Coca-Cola so the name would accurately describe the drink. Candler only had a patent on the name, and not the drink syrup that is, the drink’s base, containing all the ingredients minus carbonated water. He figured that keeping the Coca in his formula would legally allow the company to distinguish its drink from imitations. Other companies also produced soda drink made with cola nut extract. In particular, the Pepsi-Cola Company would become Coca-Cola Company’s major competitor over the next few decades. Candler also spent more than $11,000 on his first massive advertising campaign in 1892. The Coca-Cola logo appeared across the country painted as a mural on walls; displayed on posters and soda such as calendars and drinking glasses. In addition, Candler was the first person ever to use coupons to gain customers for a product. He distributed flyers offering free soda fountain glasses of Coca-Cola to people visiting his drugstore. In 1894 the Coca-Cola Company opened its first Coke syrup production plant outside of Atlanta, in Dallas Texa. That same year a candy storeowner in Vicksburg, Mississippi installed bottling machines and produced the first bottled Coke. It had previously been sold only at soda fountains. By 1895 the drink was sold in all U.S. states and territories. In 1899 lawyers Benjamin Thomas and Joseph Whitehead of Chattanooga, Tennessee, bought the exclusive right to distribute Coke syrup to bottles throughout most of the country for only on dollars, at the time, Candler saw little profit in bottling and was more than willing to give up that part of the business. In 1915 the Root Glass Company created a couture glass bottle for Coke, its design based on the curvature of a coca bean. This bottle design became a Coke trademark worldwide. The same year, Candler retired
- 9. from the company, passing it on to his children and moving into polities. He was elected mayor of Atlanta in 1916. In 1919 the Candler family sold Coca-Cola to businessman Ernest Woodruff of Columbus, Georgia, for $25 million. Woodruff son, Robert, was elected company president in 1923. Robert Woodruff was a skilled marketer and he put more of the company’s resources into market research than manufacturing Coke. WARTIME DEVELOPMENT During World War II (1939-1945), Woodruff also boosted Coke’spopuler image in the United States by pledging that his company would provide Coke to every U.S. soldier. The company did not limit itself, however, to only doing business that would increase its success in America. In the period leading up to the war, between 1930 and 1936, it had set up a division of the company in Germany, and it continued that venture during the war. It recreated its image as a German company and allowed the Germans to produce all but two, secret, Coca-Cola ingredients in their own factories. In 1941 the German company’s president, Max Keith, developed Fanta orange soda using orange flavoring and all the German-made Coke ingredients. The Coca-Cola Company’s wartime efforts helped it expend its global market, often with the economic support of the U.S. government. By the end of the war in 1945, it had established 64 overseas bottling plants. The same year the company registered a patent on Coca-Cola’s popular nickname, COKE. POSTWAR GROWTH In 1955 Robert Woodruff retired as the Coca-Cola Company’s president. Candler and Woodruff are remembered as the two most important figures in the company’s early growth, both for their contributions to the company and their considerable fortunes donated to the city of Atlanta. After Woodruff departure, the company began to diversify by producing new products, acquiring new business, and entering new international markets. In 1960 the Coca-Cola Company purchased the Minute Maid Corp. producer of fruit juices and began offering Coke in cans. Between 1960 and 1963 it also launched four new
- 10. soft drink in the United States: Fanta, an orange soda; Sprite, a lemon-lime soda; Diet Cola; Diet grapefruit-flavored soda. In 1964 the company acquired the Duncan foods crop. In 1967, it created the Coca-Cola foods division by merging its Duncan and Minute Maid operations. In the late 1960s, Coca-Cola faced difficulties in some of its foreign markets. When the company built a bottling plant in Israel at the outset of the Arab-Israel War, the governments of all Arab League nations banned the production and sale of Coke. A year later the company withdrew from its markets in India when that country’s government requested that Coca-Cola reduces its equity in joint ventures to 40 percent. The company refused to relinquish so much control over those operations. In 1977 Coca-Cola began packaging Coke and other drinks in two-liter plastic bottles. The popularity of these large bottles grew over time, and their sales earned the company new project, primarily in small specialty and convenience stores. In 1982 the company introduced Diet Coke, which soon becomes the best-selling diet soft drink in the world. Also in 1982, Coca-Cola purchased the motion-picture company, Columbia Picture Industries, also know as Tri-star Pictures, for almost $700 million. Two year later, the company sold off its Columbia holdings and other media acquisitions to Sony Corporation for over $1.5 billion. By 1984 Pepsi-Cola had gained on Coke’s previous domination of the U.S. market to the point that the two had almost equal sales. In an attempt to return market dominance, the company attempted the first-ever reason of the original Coke recipe. The American public largely rejected New Coke, and so the company quickly returned to also producing the old recipe under the name Coca-Cola classic. RECENT DEVELOPMENTS In 1986 The COCA-COLA Company consolidated all of its no franchised U.S. bottling operating as Coca-Cola Enterprise, Inc. The new company began acquiring independent bottling companies, a venture that grew into the world’s largest bottle of soft drinks by 1988, while Coca-Cola Enterprise distributes over half of all Coca-Cola products in the United
- 11. States, small franchises businesses continue to bottle can and distribute the company’s drink worldwide. In 1987 The Coca-Cola Company was fisted in the prestigious Dow Jones Industrial Averages index of stock market performance. Its stock is traded on the New York Stock Exchange. Coca –Cola and Pepsi Company products occupied nine of the top ten spots in the U.S. soft drink market in themed-1990s. Worldwide, Coca-Cola ranked first in soft drink sales, and the company earned almost 80 percent of its profits from international sales. CHAPTER – 2 SOFT DRINK INDUSTRY IN INDIA COCA-COLA IN INDIA
- 12. VISION OF COCA-COLA IN INDIA MISSION OF THE COCA-COLA IN INDIA SOFT DRINK INDUSTRY IN INDIA INTRODUCTION The Indian Soft-Drink Industry is a 3500 crore rupee Industry comprised of consumer’s throughout the country, and of all ages. The industry has been comprised of all Indian Soft-Drinks manufactures and the multinational Coca-Cola up to 1976. From 1976 to 1989, the industry only comprised of Indian manufacturers namely, Parle, Campa-Cola and Dukes. Decades of 90’s have brought changes in Government Policies of liberalization, which has helped user in two huge American Multinational Pepsi- Cola international and Coca-Cola . THE CHRONOLOGY OF SOFT-DRINK SCENARIO IN INDIA 1977 Refusing to dilute its equity stake, Coca-Cola winds up it operations in the country. Thums-Up from Parle and Campa-Cola from Pure Drinks launched. 1986
- 13. An application for a soft drink cum snack food joint venture by Pepsi. Voltas and Punjab agro is submitted to the Indian Government. 1988 Final approval for the Pepsi food limited project granted by the Cabinet committee on economic affairs of the Rajeev Gandhi Government. Coca-Cola South Asia Holding Incorporation of the U.S. files an application to manufacture soft drinks concentrate in Noida (Delhi) free trade zone. 1990 Pepsi Cola and 7 Up launched in limited market in North Indian. The Government clears the Pepsi Project again but with the brand name changed to Lehar Pepsi. Simultaneously, it also rejects the application of Coke. Citra hits the market from the Parle Stable. 1991 Britco food files an application before FIPB to set up a new 50 crore facility in Maharashtra. Pepsi extends its soft drink reach on national scale. Products launched in Delhi and Bombay. Britco foods application cleared by the FIPB, Pepsi and start initial negotiations for a strategic alliance but talks break of after a while.
- 14. 1993 Pepsi launches Teem and Slice to counter Limca and Maaza respectively from Parle. Pepsi captures about 30% market share in about two years. Coke files an application for a 100% owned soft drinks company with FIPB, Decides to part ways with Rajan Pillai. The Government clears the Coke application in record time. Voltas pulls out of the Pepsi Food Limited joint venture. Pepsi decides to buyout the Voltas share and raises its equity to 92% Report of Coke Parle joint gain strength. Pepsi launched 1 liter bottles in Pepsi-Cola, Mirinda and Teem flavors. Sweeps off the 100ml segment over Pure Drinks. Coca-Cola buys out Parle and major leaders of the market, Ramesh Chauhan, becomes a part of the Coke game plan. Fountain Pepsi launched in the Northern part of India. Coca-Cola hits the Indian in 300 ml at the price of 250 ml. Equity 100% for Coca-Cola. Pepsi jump up in to Mineral Water name Aquafina. 2000 Coca-Cola Indian has registered a growth of 18th percent in its net sale during the first quarter of the current fiscal year.
- 15. Hrithik the burning sensation of Bollywood is hired to advertise Coke is very effective. 2001 Coca-Cola upgraded from 1.5 ltr. To 2 ltr. Coke hired Ashwaria, Amir Khan and Hrithik for effective advertising. COCA-COLA IN INDIA The Coca-Cola Company entered India in the early 1950s. It set up four bottling plants at Bombay, Calcutta, Kanpur and Delhi. In 1950 as there were negligible companies in Indian market therefore Coca-Cola did not face much competition and they were accepted in Indian market more easily. By the end of 1977 Coca-Cola had captured more than 45% of market share in India. Then Coca-Cola left India following public disputes over share holding structure and import permit. As per FERA REGULATION the company was required to India close operation by May 5, 1978 yet strongly enough the company’s operation come to end in July 1977. In October 1993, Coca-Cola returned to India after 16 years of absence with the slogan “Old waves have come to India again” first launched in HATHRAS near AGRA HOME of the famous TAJ MAHAL. At this time Parle was the leader in soft drink market and had more than 60% of the total market share in soft drink Coca-Cola joined hand with Parle and strategic alliance with Parle export give the company instant ownership of the nation top soft drinks brands Thums- Up, Limca, Citra, Gold Spot and Maaza access to Parle’s extensive 62 plant bottling network
- 16. and a base for the rapid introduction of the company’s international brand by striking a $40 million deal with Parle Coke almost a clear sweep and made it goal as “To become an all occasion drink not a special treat beverage”. VISION OF COCA-COLA IN INDIA Provide exceptional strategic leadership in the Coca-Cola India System resulting in consumer and customer preference and loyalty through Coca- Cola’s commitment to them, and in a highly profitable Coca-Cola corporate branded beverage system. MISSION OF THE COCA-COLA IN INDIA Create consumer products, services and communications customer’s service and bottling system strategy processes and tools in order to create competitive advantage and deliver superior value to: Consumers as a superior beverage experience. Consumers as an opportunity to grow profits through the use of finished drinks.
- 17. Bottlers as an opportunity to make reasonable to grow profits and volume. TCCC as trademark enhancement and positive economic value added. Suppliers as an opportunity to make reasonable profits when creating real value added in an environment of system wide teamwork, flexible business system and continuous improvement. CCI associates as superior career opportunity. Indian society in the form of a contribution to economic and social development. CHAPTER – 3 • PRODUCT PROFILE OF COCA-COLA
- 18. • CONSUMER CHOICE AT A GLANCE • MODUS OPERANDI PRODUCT PROFILE OF COCA-COLA There are nine brands of coca-cola in India and they are differ in taste, flavor and also in their colors. 1. COCA COLA Coke is considered to be a cola drink. It is generally preferred by all sections of consumer. This is a case cow brand for the company in terms of sales revenue. 2.THUMS-UP
- 19. Thumps-up is also considered to be a cola drink. It is hard in comparison to coke. It is preferred by all section of consumers but especially to teen-agers. It is a big source of company to cash its publici 3.LIMCA Limca is considered to be lemony in taste, and comes under the category of cloudy lemon because of its color, which is Similar to that of clouds. It has to yield good sales revenue. It is generally preferred by Children & Women. 4. FANTA FANTA ORNAGE, It is orange flavor & preferred by Children & Women. 5. FANTA APPLE FANTAAPPLE, It is apple flavor preferred by Children & Man, Women . 6.MAAZA MAAZA MANGO, in maaza cold drink no gas only based on juice. It is a non-aerated soft drink. It is preferred mostly Children & Women. 7.KINLEY SODA This is a soda drink. It has no colour and no flavor. It is generally used with alcohol and used by
- 20. 8.SPRITE Sprite is a good product at cola and contains at lemon flavor. And preferred by all age of people. 9.KINLEY WATER Kinley water is a fresh and mineral water and market competitor of Bisleri and Aquafina 10.MINUTE MAID In Minute maid pupply orange cold drink no gas only based on orange juice. It is a non-aerated soft drink and market competitor of Tropicana Twister. 11.DIET COKE Diet Coke is sugar free flavor.Diet Coke is mostly preferred by Sugar Free patient PRODUCT MIX Products The group manufactures and markets Carbonated and Non-Carbonated Soft Drinks and Mineral Water under Coca Cola brand. The various flavors and sub- brands are- Coca Cola, Thums Up, Sprite, Limca,Fanta, Fanta Apple, Mazza, Pulpy Orange, Kinnley Soda, Kinnley Water. CAN Diet Coke, Coca Cola, Thums Up, Sprite. Brand available in 200ml.
- 21. 1. Coca Cola 2. Thums Up 3. Sprite 4. Limca 5. Mazza 6. Mazza Tetra Pack Brand available in 300ml. 1.Thums Up 2.Sprite 3.Limca 4.Kinley Soda Brand Available in CAN (330ml) 1. Diet Coke 2. Coca Cola 3. Thums Up 4. Sprite Brand Available in (350ml) 1. Coca Cola
- 22. 2. Thums Up 3. Sprite 4. Mazza 5. Pulpy Orange Brand Available in (500ml) 1. Mazza 2. Pulpy Orange 3. Kinley Water Brand available in (600ml) 1. Coca Cola 2. Thums Up 3. Sprite 4. Limca Brand Available in (1Ltr) 1. Kinley Water 2. Pulpy Orange
- 23. Brand Available in (1.2 Ltr) 1. Coca Cola 2. Thums Up 3. Sprite 4. Limca 5. Mazza Brand available in (2 Ltr) 1. Coca Cola 2. Thums Up 3. Sprite 4. Limca
- 25. CONSUMER CHOICE AT A GLANCE Coca-Cola Mainly preferred by the Youngster & Kids. Thumps-Up Youngster. Limca Common Drink. Fanta Basically Preferred by Ladies and Kids. Maaza Also Ladies and Kids. Sprite Not clearly defines. Kinley Soda Mostly those who consume liquor.
- 26. COKE IN INDIA Despite the formidable track of its parent (Coca-Cola Company the $18 billion gaint, based in Atlanta “U.S.”), Coca-Cola India’s record in Rs.1800 crore soft drinks market is prominent. Coca-Cola entered Indian market after 16 years from Hathras December 1993 Coca-Cola became the undisputed leader of the Indian soft drink industry, because if their acquiring rights of Ramesh Chauhan’s aerated Parle drinks. With one stroke of the pen, and a bill of 140 crore coca-cola picked by five brands- Thums Up, Limca, Gold Spot, Citra and Maaza with a combined market share of 69 percent with Thums Up alone accounting for 56% of the then 650 crore cola segment. Coca-Cola world’s largest selling soft drink and which sells nearly half the soft drink of world market its reentry with planned strategy.
- 27. MODUS OPERANDI The multinational soft drink companies carry their business by licensing bottlers around the country or more technically franchising the bottlers and supplying also. With retail prices ranging to Rs.11 per bottle (300ml) for consumer and Rs.264 per crate (24 bottles) for retailers. A bottler must pay as such as 34% of the price per case as excise duty, sales and turnover tax.A further 10% goes into expenditure on local advertising and sales promotion. Distribution and transportation cost takes care of another 10% Raw material cost, Concentrate, Sugar, Citra, Acid, Bottle caps etc. eat up another 23% production cost, in terms of fuel, power, maintenance and labour add up to 14%. Thus leaving a bottler with a margin of 9%, again 4% of this would go into warheads and interest charges, trimming down the margin to a simply 4-5 % a bottling operation, thus is viable only large volume. (This is also one of the reasons of FOBO being converted in COBO). The consumer, obviously, shoulders most of the burden, bottle cost are also critical component of soft drink business.Coke is positioning all of its
- 28. beverages as all seasons’ beverages rather than only summer drinks; this will greatly help to increase consumption. In summer coca-cola was coping with a change, C.E.O-Alex Born has replaced David Short.Coke has made India its home; coke is experimenting with mobile dispensing units at beaches and stadiums, going out towards consumers. “Our goal is to have available within arm’s reach of desire”. Nicholas once said (Retd. C.E.O). CHAPTER – 4 ADVERTISING ADVERTISEMENTS TARGETED BY COKE PROMOTION BY THE COMPANY
- 29. ADVERTISING Advertising is non-promotion of goods and services, by a sponsor (a firm or person) who can be identified and who has paid for this communication. This purpose of advertisement is to sell something a good service, idea person or place, either now or later this goal, reached by setting specific objective that can be expressed individual ads. Those are incorporated into an advertising campaign recall again from the buying decision process that buyers go through a series of stages from unawareness to target customers to the next stage in the hierarchy say from awareness to interest. Advertisement plays an important role in the success of coca-cola product since its first newspaper ad. In 1886 that red, coca-cola delicious “Refreshing Exhilarating” Invigorating”. Advertisement is a key of implementing a strategy over one hundred year old to trigger desire as offer and in as many ways as possible.
- 31. ADVERTISEMENTS TARGETED BY COKE To target various consumer segment of soft drink different add featuring cricket star, cine star, pop star have been created. 1.Lisa Ray (famous model) in a very interesting add, which featuring him bathing with sprite. Having a catching line “Sprite bujhaye only pyass baki all bakwaas”. 2.AmirKhan & AshwaryaRai (both cine stars), which targeted younger generation. This add. Contained imagery of rugged and romantic for 330 ml of coke. Theme “ Coca-Cola Ho Jay”. 3.Another cola drink from coke i.e. “Thums Up”. 4.Limca leaving its old image of “Lime-n-Limoni” drink is been shown as in the add. Featuring Shaif Ali Khan. A drink that could just change the mood at time of disappointment lines. “Gala Gaya Sookh Limca Key Liye Ruk”. 5.Fanta add. Showing children having lines “Bold Ho Jayo”. 6.A family giving new look to Maaza “ Tazza Mango”.
- 32. 7.Diet Coke the exiting add. on the pool with fall swing calling “Taste The Power Of One Calorie”. 8.AmirKhan in the as on Mini Coke very interesting and Roman tic add. PROMOTION BY THE COMPANY All advertisement expenditure is incurred by coca-cola India, but only D.P. Board, wall painting, S.G.A.’s etc. Company spends on it around 8-9 % total sales company invested 305 crore rupees in advertisement Budget. Radio. T.V. Hoardings. Road signs. Sticker. Neon light. Banners. Newspaper. Magazines. Exhibition. Posters. Sponsoring local events.
- 33. CHAPTER – 5 MARKETING DEPARTMENT SALES PROMOTION TECHNIQUES OF COMPANY CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS
- 34. S.G.A PROVIDING COMPANIES MARKETING DEPARTMENT SALES PROMOTION TECHNIQUES OF COMPANY 1. Good Advertising. 2. Effective Incentive Policy. 3. Quality. 4. Wide & Deep Distribution System. 5. Attractive packaging. 6. Allotting SGA’S (Refrigerator, Chest cooler, Table Umbrella, Chairs etc.) to retailers. 7. Decorating Retailers shop by display board, dealer’s board etc. CRITERIA FOR PROVIDING FREE CHILLING EQUIPMENTS With every 1-2 crates purchased daily or alternatively an icebox is provided. For an average consumption of 5-6 crates a visi-cooler of 4crates.
- 35. For a purchase of 7-8 crates daily visicooler 7 crates. If purchase exceeds 8 crates, then 9 crates visicooler or deep fridger is provided. With every chilling equipment a steplizer is provided it may be of 1 KV or 5 KV CHAPTER – 6 RESEARCH METHODOLOGY
- 36. DATA ANALYSIS RESEARCH METHODOLOGY This research involved a study, which was descriptive as well as explorative in nature it basically aims at gathering data about how the coca-cola scheme playing in the mind of shopkeepers & consumer. METHODS OF DATA COLLECTION THERE ARE TWO TYPES OF DATA 1. Primary data 2. Secondary data 1. Primary data collection: Primary data can be collected by three methods. a) ObBut here, only surveys method of data collection is preferred which is very suitable to reach the researcher motto. Research instrument: Printed Questionnaire was used as the research instrument to collect the required information.
- 37. 2) Secondary data collection: 00 As secondary data were not available with sho00000000000pkeepers as well as stockiest, so these were collected from company records. CHAPTER – 7 SWOT ANALYSIS STRENGTHS 1. Improved quality control. 2. Latest technology. 3. Heavy investment in both infrastructure and sales promotion campaigns. 4. Modified and attractive packaging. 5. Strong advertising network. WEAKNESS 1. Gaps in distribution system during peak season 2. Same old distributers , co loosing grip from many such mkts. 3. Fear of retrenchment among the workers. 4. Customer satisfaction level goes down during peak season. OPPORTUNITIES
- 38. 1. Highly potential and huge market. 2. Highly potential untapped rural market. 3. Distribution gaps and can be rectified by appointing new dist and more effective coverage of outlets THREATS 1. Stiff competition 2. Illegal distribution done by some unauthorized fat dealers. Changing of consumer preference.
- 40. CONCLUSION: - In general we came to conclusion. That project is systematic conclusion discussed proposed particular subject which, include complete information about required to machine tools, appliances need the various operation required to be done in well sequences. EVERY THING IN THIS WORLD IS MADE TO UTILIZE PROPERLY BUT IT SHOULD BE REACH AT THE PROPER PERSON OR TO THE PROPER UTILIZED AREAS. OTHERWISE THE VALUE ADDED TO THOSE THINGS BECAME IN VEIN. AS THERE IS A PROVERB THAT, “FAR FROM EYE, FAR FROM HEART” THUS MARKETING ROLE PLAYS A VERY IMPORTANT ROLE IN ACHIEVING THE OBJECTIVES OF A COMPANY. UNDOUBTLY, VALUE UTILITY IS CREATED BY THE MANUFACTURE OF PRODUCT OR SERVICE BUT TIME AND PLACE UTILITIES ARE CREATED BY MARKETING ROLE. ACCORDING TO DRUCKER, “BOTH THE MARKET AND THE DISTRIBUTION CHANNELS ARE OFTEN MORE CRUCIAL THAN THE PRODUCT”. THEY ARE PRIMARY: THE PRODUCT IS
- 41. SECONDRY. IN AN ECONOMY LIKE THAT OF INDIA, WHERE MARGINAL SHORTAGES CAN LEAD TO DISPROPORTATION DISTORTION IN PRICES, A DEPENDABLE AND EFFICIENT DISTRIBUTION SYSTEM IS VERY MUCH ESSENTIAL. THE DISTRIBUTION SYSTEM CREATES A VALUE ADDED TO ALL MOST ALL PRODUCTS. ALL FROM THE ABOVE STUDY NOT WITHSTANDING ITS RESTRUCTING EFFORTS PEPSI IS STILL FAR AWAY WITH ITS GREAT COMPETITOR LIKE COKE. SUGGESTION THE CO SHOULD MORE EFFECTIVELY HANDLE VISI COOLER COMPLAINTS. COMPANY SHOULD ENSURE , THE SCHEMES REACH THE RETAILERS. COOLER PURITY SHOULD BE TREATED AS A PRIORITY. OVERALL SERVICES SHOULD BE IMPROVED FOR GETTING MORE SALE AND TO BE THE MARKET LEADER. THE SALES EXECUTIVE SHOULD MAKE ONLY THE COMMITMENTS WHICH HE CAN KEEP OR FULFILL SO THAT THE MKT IS NOT DISTURBED.
- 42. SIGNAGES SHOULD BE PUT ON MORE PROMINENT LOCATIONS. FLORESCENT BOARD DISPLAYING LOCATION AND THEIR DISTANCES ON ROAD SHOULD BE USED HAVING COCA- COLA BRANDING. REFRENCES INTERNET: www.cokeiindia.com www.coca-colaindia.com www.superbrand.com TEXT BOOK: MARKETING MANAGEMENT: - 1.KOTLER AND KOTLER.
- 43. 2.RAMASWAMI.