EXECUTIVE SUMMARY :

Giant soft drink company Coca Cola has come under intense scrutiny by investors due to its
inability to effectively carry out its marketing program. Consequently it is seeking the help of
Polianitis Marketing Company Pvt Ltd to develop a professional marketing plan which will help
the business achieve its objectives more effectively and efficiently and inevitably regain their
iron fist reign on the soft drink industry.
!hen establishing a re"birthed marketing plan every aspect of the marketing plan must be
critically e#amined and thoroughly researched. $his consists of e#amining market research
auditing business and current situation %situation analysis& and carefully scrutini'ing the soft
drink industry and possibilities for Coca Cola in the market. (nce Coca Cola have carefully
analy'ed the internal and e#ternal business environment and critically e#amined the industry in
general the most suitable marketing strategies will be selected and these strategies will be
administered by effectively and continually monitoring e#ternal threats and opportunities and
revising internal efficiency procedures.
Market Analysis:
$he market analysis investigates both the internal and e#ternal business environment. )t is vital
that Coca cola carefully monitor both the internal and e#ternal aspects regarding it*s business as
both the internal and e#ternal environment and their respective influences will be decisive traits
in relation to Coke*s success and survival in the soft drink industry.
Internal Business Environment:
$he internal business environment and its influence is that which is to some e#tent within the
business*s control. $he main attributes in the internal environment include efficiency in the
production process through management skills and effective communication channels. $o
1
effectively control and monitor the internal business environment Coke must conduct continual
appraisals of the business*s operations and readily act upon any factors which cause
inefficiencies in any phase of the production and consumer process.
External Business Environment
$he +#ternal business environment and its influences are usually powerful forces that can affect
whole industry and in fact a whole economy. Changes in the e#ternal environment will create
opportunities or threats in the market place Coca cola must be aware off. ,luctuations in the
economy changing customer attitudes and values and demographic patterns heavily influence
the success of Coca Cola*s products on the market and the reception they receive from the
consumers.
2
OBECTIVES
$o find out the consumer acceptability of coca cola products in the market.
$o study the present - potential market segment of coca cola products.
RESEARC! MET!O"O#O$Y
Methodology can be defined as a systemic way of approaching a problem to identify the truth
and for this certain step should be taken in a systematic order and these steps are called methods.
./esearch methodology is a process of planning acquiring analy'ing and disseminating relevant
data and information0.
$he use of right methodology is necessary because if the right methods are not adopted and
thoughts are not arrange in a logical order the e#act truth might not be e#pressed. $hus the
methodology means correct arrangement of thoughts and knowledge.
%!Y RESEARC! IS RE&UIRE"
Conceptually the purpose of research is to discover the answers for the questions through
application of scientific procedures. $he main aim of the research is to find out the truth which is
hidden and which has not been discovered yet.
$hrough each research study has its own specific purpose but generally researchers are done1
$o gain familiarities with a phenomenon or to achieve new insights into it.
3
$o determine the frequency with which something occurs or with which associated with
something else.
$o test the hypothesis of casual relationship between variables.
$o take appropriate decisions.
/esearch is a careful and systematic effort of gaining new knowledge. /esearch is an original
contribute on to the e#isting stock of knowledge making for its advancement2 it is pursuit of true
with the help of study observation comparison and e#periment.
)n short the search of knowledge through objectives and systematic method of finding solution to
problem is research.
RESEARC! "ESI$':
$he research design is the plan structure and strategy of investigation conceived so as to obtain
answer to research questions and to control variance.
$he definition of three important terms 3 plan structure and strategy.
$he plan is an outline of the research scheme on which the researcher is to work. $he structure
of the research is a more specific outline or the scheme and the strategy shows how the /esearch
will be carried out specifying the methods to be used in collection and analysis of data.
/esearch design is the specification of methods and the procedure fro acquiring the information
needed. )t is the operational pattern or framework of the projects that stipulate what information
is to be collected from which sources by the procedures. $he importance of research design lies
in the fact that it makes a statement of what is to be done in order to achieve the research
4
objectives and how it is to be done. )t is an e#pression of what of the research e#ercise in terms
of results and the analytical input needed to convert data into research findings.
4 design may be quite suitable in one case but could not fit in some other research problem. (ne
design cannot serve the purpose of all types of research problems. 4lso most of the research
problems are comple# in nature and cannot be solved by a specific research design. 5ence a
combination of research design is used to reach a solution.
$he research design when chosen correctly prevents deviation in the study. $he present study is
the cross sectional descriptive type with fields study and partly casual in nature as it seeks to find
out consumer behavior with respect to mobile and correlate them with income age education
professions etc. and formulate marketing strategies based on the study.
SAM(#I'$ A'" SAM(#E "ESI$':
)t is not possible to e#amine every item in the population hence interferences is drawn about a
large numbers of items possessing a particular attribute based on based analysis of fraction of
such items. )t is called a sample. ,or developing a sampler design following points need to be
discussed with regard to the present study 3
5
(O(U#ATIO' :
)n statistical usage the terms population is applied to any finite collection of individuals. )t has
displaced the orders terms universe. )t is aggregate of all elements possessing certain specified
characteristics which need to studied and defined prior to sample. Population can be finite if
units can be counted or infinite. 6ince the present study is done in 7areilly $he population is
finite. Population can be defined in terms of elements sampling units e#tent and time.
E#EME'T:
4n +lement is the unit about which information is collected. )t provides the basis for analysis. )t
identifiable physically. )n the present study the element is dealer having a good knowledge about
the service.
SAM(#I'$ U'IT:
$he sampling unit is the basic unit containing the element of the target population. $he sampling
may be different from the element. )t can be either geographical unit %state district etc.& or social
unit %5ousehold family club etc.& or a construction unit %enclave house flat etc.& or it may be
an individual. )n the present stuffy a sample of distributor is selected in the three stages. ,irst of
all a sample of cities is selected than a sample of colonies is selected from each selected colony
after the entire distributor in it.
SAM(#E )RAME:
4 sample frame could be a telephone directory a list of block and localities of a city a map or
any other list consisting of all the sampling units each stage of sampling process requires its own
sampling frame. 6ince the present study undergoes two stages sampling process we would need
6
two sampling frames. ,irst a list of localities 6econd a list of distributors with in the selected
localities.
SAM(#I'$ "ESI$': /epresentation of entire universe is only possible through the sampling
technique. Considerable care has been taken in selecting the sample so that is Convenient in
terms of si'e and enough to represent the entire universe
SUMMARY O) RESEARC! "ESI$'
8ata source1 Primary data %survey - 9uestionnaire& and secondary % books internet newspaper
maga'ine&
/esearch instrument1 6tructured 9uestionnaire with open and close ended questions.
6ample unit1 consumers
6ample si'e1 :; consumers
6ample area1 7areilly city and nearby area
6ampling $echnique1 Convenient 6ampling
7
COM(A'Y (RO)I#E
Coca"Cola is a very popular cola %a carbonated soft drink& sold in stores restaurants and
vending machines in more than <;; countries. )t is produced by the Coca"Cola Company which
is also often referred to as simply Coca"Cola or Coke. Coke is one of the world*s most
recogni'able and widely sold commercial brands2 its major rival is Pepsi.
8
Coke was originally intended as a patent medicine when it was invented in the late =>th
century Coca"Cola was bought out by businessman 4sa Griggs Candler whose marketing tactics
led Coke to its dominance of the world soft drink market throughout the <;th century. 4lthough
faced with critiques of its health effects and various allegations of wrongdoing by the company
Coca"Cola has remained a popular soft drink to the present day )t was initially sold as a patent
medicine for five cents a glass at soda fountains which were popular in the ?nited 6tates at the
time thanks to a belief that carbonated water was good for the health. $he first sales were made
at @acobAs Pharmacy in 4tlanta Georgia on May B =BBC and for the first eight months only nine
drinks were sold each day. Coca"Cola was sold in bottles for the first time on March =< =B>D
and cans of Coke first appeared in =>::. 7y =BBB three versions of Coca"Cola " sold by three
separate businesses were on the market.
(n ,ebruary E <;;: the Coca"Cola Company announced that in the second quarter of
<;;: they planned a launch of a 8iet Coke product sweetened with the artificial sweetener
sucralose %F6plendaF& the same sweetener currently used in Pepsi (ne. $he company actually
produces concentrate for Coca"Cola which is then sold to various Coca"Cola bottlers throughout
the world. $he bottlers who hold territorially"e#clusive contracts with the company produce
finished product in cans and bottles from the concentrate in combination with filtered water and
sweeteners. $he bottlers then sell distribute and merchandise Coca"Cola in cans and bottles to
retail stores and vending machines. 6uch bottlers include Coca"Cola +nterprises which is the
single largest Coca"Cola bottler in Gorth 4merica and +urope. $he Coca"Cola Company also
sells concentrate for fountain sales to major restaurants and food service distributors.
9
$he Coca"Cola Company has on occasion introduced other cola drinks under the Coke
brand name. $he most famous of these is 8iet Coke which has become a major diet cola but
others e#ist such as Cherry Coke Coke Hero and Ianilla Coke. $he Coca"Cola Company owns
and markets other soft drinks that do not carry the Coca"Cola branding such as 6prite ,anta
and others. $he actual production and distribution of Coca"Cola follows a franchising model.
$he 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. $he
bottlers produce the final drink by mi#ing the syrup with filtered water and sugar %or artificial
sweeteners& and fill it into cans and bottles which the bottlers then sell and distribute to retail
stores vending machines restaurants and food service distributors. $he bottlers are normally
also responsible for all advertisement and other sales initiatives within their areas.
Pepsi is often second to Coke in terms of sales but outsells Coca"Cola in some localities.
)n )ndia Coca"Cola ranks third behind the leader Pepsi"Cola and local drink $humbs ?p.
5owever $he Coca"Cola Company purchased $humbs ?p in =>>J. $he products of the
company reach consumers and customers around the world through a vast distribution network
made up of local bottling companies. $hese bottlers are located around the world and most are
independent businesses. ?sing syrups concentrates and beverage bases produced by the Coca"
Cola Company their global bottling system packages and markets products then distributes
them to more than =D million retail outlets worldwide. $he Coca"Cola Company is committed to
assisting its bottlers with the functions of an efficient bottling operation and initiating quality
systems to ensure the highest quality products for their consumers.
10
$he trademark FCoca"ColaF was registered with the ?.6. Patent and $rademark (ffice in
=B>J followed by FCokeF in =>D:. $he unique contour bottle familiar to consumers everywhere
was granted registration as a trademark by the ?.6. Patent and $rademark (ffice in =>EE2 an
honor awarded very few packages. $he most valuable assets happen to be the trademarks they
possess. ,or Coca"Cola the most drunk soft drink on earth is one of the world is best"known and
most admired trademarks recogni'ed by more than >; percent of the world*s population.
)nterestingly the world that is touched by the cherished drinks for every moment the Coca"Cola
trademarks happen not only to be their most valuable assets but of the entire earth. $he business
system of the Company in )ndia directly employs appro#imately C;;; people and indirectly
creates employment for many more in related industries through our vast procurement supply
and distribution system. (n the distribution front =;"tonne trucks open"bay three"wheelers that
can navigate the narrow alleyways of )ndian cities ensure availability of our brands in every
nook and corner of the country. $he term soft drink originally applied to carbonated drinks made
from concentrates although it now commonly refers to almost any cold drink that does not
contain alcohol.
5industan Coca"Cola 7everages Private Limited is an )ndian subsidiary of the ?6 based Coca"
Cola Company. $he company"owned 7ottling arm of the )ndian (perations 5industan Coca"
Cola 7everages Private Limited is responsible for the manufacture sale and distribution of
beverages across the country. Coca"Cola )ndia is among the country*s top international investors
having invested more than ?6K = billion in )ndia within a decade of its presence and further
pledged another ?6K =;; million in <;;J for its operations. )t is the world*s largest selling soft
drink since =BBC. $he Coca"Cola Company returned to )ndia in =>>J after a gap of =C years
giving new $humbs up to the )ndian 6oft 8rink Market and took over the ownership of the
11
nationAs top soft"drink brands and bottling network. $he vast )ndian operations comprises <:
wholly company owned bottling operations and another <D franchisee owned bottling operations
and a network of <= contract packers also manufactures a range of products for the Company.
Companies must work harder to ensure that their marketing has the greatest impact possible.
)ncreasing competition makes it difficult for a mass marketing strategy to succeed. Customers
are becoming more diversified and firms are constantly differentiating their products relative to
competitors.
!hen the focus is on segmented markets the companyAs marketing can better match the needs of
that group. Market segmentation allows firms to focus their resources more effectively and with
a greater chance of success. Marketing product and brand managers are continuously being
asked to increase their return on investment. $heyAre constantly searching for new information
about their markets and new ways to approach them.
$his is where market segmentation comes in. 8ivide and Conquer Market segmentation focuses
on that subset of prospects that have the greatest potential of becoming customers and generating
revenue. Companies who segment their markets match their strengths and offerings to the groups
of customers most likely to respond to them. 8ifferentiate your products and services to meet
your customer needs and desires. 8esign or redesign new products and services to meet your
market needs. ,ind hidden needs and make improvements to your e#isting products.
7y selecting and focusing on the most responsive segments to the e#clusion of others marketing
can be created to more effectively fit your consumers. ,inding understanding and focusing on
the needs of your best customers can make you a market leader. $arget your marketing mi# to the
customers most likely to want your products or services )dentify behaviors and buying motives
for your products. )dentify your most and least profitable customers. 5elp you avoid unprofitable
12
markets. )ncrease brand loyalty and decrease brand switching. Learning more about your
competitors makes you more effective )mprove your competitive positioning to be more accurate
and better differentiate you from the competition. /educe competition by competing in a more
narrowly defined market and establishing a niche. Market segmentation is a proven way of
improving profitability. 7y focusing on individuali'ed sub groups youAre better able to meet
their needs and gain higher market share and profits. /efine your pricing to ma#imi'e revenue.
,ind markets where you can increase your price. (ptimi'e your marketing resources and get
themost impact for your investment ,ocus and match your activities to things you can do
effectively and profitably !hen segmentation is done right you get the highest return for your
marketing e#penditure.
13
Market Se*mentation
$he purpose for segmenting a market is to allow your marketingLsales program to focus on the
subset of prospects that are Fmost likelyF to purchase your offering. )f done properly this will
help to insure the highest return for your marketingLsales e#penditures. 8epending on whether
you are selling your offering to individual consumers or a business there are definite differences
in what you will consider when defining market segments.
Cate*ory o+ 'ee,
$he first thing you can establish is a category of need that your offering satisfies. $he following
classifications may help.
)or -usinesses:
6trategic " your offering is in some way important to the enterprise mission objectives and
operational oversight. ,or e#ample a service that helped evaluate capital investment
opportunities would fall into this domain of influence. $he purchase decision for this category of
offering will be made by the prospectAs top level e#ecutive management.
(perations " your offering affects the general operating policies and procedures. +#amples might
be an employee insurance plan or a corporate wide communications system. $his purchase
decision will be made by the prospectAs top level operations management.
,unctional " your offering deals with a specific function within the enterprise such as data
processing accounting human resources plant maintenance engineering design manufacturing
inventory control etc. $his is the most likely domain for a product or service but you must
recogni'e that the other domains may also get involved if the purchase of the product or service
becomes a high profile decision. $his purchase decision will be made by the prospectAs
functional management.
14
)or t.e in,ivi,ual /onsumer:
6ocial +steem or Pleasure " your offering satisfies a purely emotional need in the consumer.
+#amples are a mink coat or a diamond ring. $here are some products that are on the boundary
between this category and the ,unctional category such as a /ole# watch %a $ime# would satisfy
the functional requirement and probably keep time just as well&.
,unctional " your offering meets a functional requirement of the consumer such as a broom
breakfast cereal or lawnmower.
Se*mentation o+ 'ee,s
$hen you should establish what the need is and who is most likely to e#perience that need. Mour
segmentation will be determined by a match between the benefits offered by your offering and
the need of the prospect. 6ome FneedF categories for segmentation include1
Re,u/tion in ex0enses
Prospects might be businesses that are downsi'ing %right si'ing& businesses that have products in
the mature stage of their life cycle or individuals with credit rating problems.
Im0rove, /as. +lo1
Prospects might be businesses that have traditionally low profit margins businesses that have
traditionally high inventory costs or individuals that live in e#pensive urban areas.
Im0rove, 0ro,u/tivity
Prospects might be businesses that have traditionally low profit margins businesses that have
recently e#perienced depressed earnings or individuals with large families.
Im0rove, manu+a/turin* 2uality
Prospects might be businesses with comple# multi"discipline manufacturing processes.
)mproved service delivery
15
Prospects might be service businesses in highly competitive markets product businesses
requiring considerable post"sale support or individuals in remote or rural areas.
Im0rove, em0loyee 1orkin* /on,itions3-ene+its
Prospects might be businesses where potential employees are in short supply.
Im0rovement in market s.are3/om0etitive 0osition
Prospects might be new entrants to a competitive market.
'ee, +or e,u/ation
Prospects might be businesses or individuals looking for books on business planning or seminars
on $otal 9uality Management.
Involvement 1it. so/ial tren,s
Prospects might be businesses concerned with environmental protection employee security etc.
or individuals who believe in say AnoA to drugs anti"crime etc.
S0e/i+i/ 4 relatin* to 0ro,u/t3servi/e /.ara/teristi/s
Prospects might be businesses or individuals interested in safety security economy comfort
speed quality durability etc.
)a/tors t.at se*ment 0ros0e/ts
5aving determined the more general segmentation characteristics you can proceed to a more
detailed analysis of the market. $here are literally thousands of ways to segment a market but
the following are some of the more typical segmentation categories.
)or -usinesses:
In,ustry -y SIC /o,e
$his is especially beneficial for vertical market offerings.
6i'e " revenues employees locations
16
)n general if your offering is highly sophisticated requires significant resources or provides
greater value based on volume then the target should be the larger enterprises.
o- 0osition3res0onsi-ility
+#amples of offerings might be planning software for managers or cleaning agents for
maintenance managers.
Climate"+#amples of offerings might be dehumidifiers in areas near the ocean or snow plows in
northern areas.
$ime related factors"6ome services in this category are vacation related industries in summer and
ta# planners in the spring.
Language"4n e#ample of a language specific service is a 6panish $I channel.
6tatus in the industry"Mou might want to target businesses that are the technology leader or
revenue leader or employee satisfaction leader etc.
4ccessibility"$o minimi'e promotion and sales e#pense you may want to target urban rather than
rural or local rather than national prospects.
,uture potential"4 good e#ample is how 4pple Computer supplied products to schools at all
levels to condition students graduating into the marketplace.
4bility to make quick purchase decision"$argeting individual purchasers versus business
committees can significantly reduce marketing e#pense and increase the probability of a quick
close.
4ccess %or lack of access& to competitive offerings"Cable $I businessAs significant investment in
their service delivery system has allowed a near monopoly for some time. )7MAs service
reputation insured minimal competition during the mainframe days.
17
'ee, +or /ustomi5ation
(fferings such as police cars busses for municipalities and speciali'ed computer systems fall
into this category. Product or service application to a business function +#amples are data
processing accounting human resources and plant maintenance.
)or In,ivi,ual Consumers:
Physical 6i'e"(fferings might be big menAs clothing golf clubs for shorter players etc.
Creation of or response to a fad +#amples are hula hoops @urassic Park $"shirts pet rock
physical fitness etc.
Geographic location"Marketers take advantage of location by selling suntan lotion in 5awaii fur
coats in 4laska etc.
$ime related factors"Mou may be able to target vacationers in summer impulse buyers during the
holidays or commuters at E4M.
8emographicsLcultureLreligion"+thnic products would fall into this category.
Gender"Product e#amples are scarves for women ties for men etc.
4ge"Product e#amples are toys for children jewelry for women etc.
6ocial status"$his could include country club memberships philanthropic contributions etc.
+ducation"Product and service e#amples are encyclopedias scientific calculators learning to
read tools and financial counseling.
4vocation"$his could include products for hunting fishing golf art work knitting etc.
6pecial )nterests"Mou could target cat lovers science fiction readers ja'' music collectors etc.
4ccessibility because the individual is more difficult to reach you may want to segment by urban
versus rural train commuters people who read !all 6treet @ournal etc.
18
4ccess %or lack of access& to competitive offerings 8ue to high investment capital requirements
or timing of market entry you may be able to capture a significant market share in a specific
geographical area. +#amples might be a trash service emergency medical support etc.
Geed for specific information"7ased on features or content of your offering you can target a
market segment. 4 product might be books on how to start a business or a service might be
seminars on how to quit smoking.
Geed for customi'ation"ProductLservice e#amples are home decoration fashion wear personal
portraits etc. Geed for quality durability etc. Product e#amples are mountain climbing gear
carpenterAs tools etc. 8egree of a productLservice ingredient"6egmentation based on prospect
preferences is common. 4n e#ample is dark chocolate for some tastes light chocolate for others.
19
Positioning
)n their =>B= book Positioning1 $he 7attle for your Mind 4l /ies and @ack $rout describe how
positioning is used as a communication tool to reach target customers in a crowded marketplace.
@ack $rout published an article on positioning in =>C> and regular use of the term dates back to
=>E< when /ies and $rout published a series of articles in 4dvertising 4ge called F$he
Positioning +ra.F Got long thereafter Madison 4venue advertising e#ecutives began to develop
positioning slogans for their clients and positioning became a key aspect of marketing
communications.
Positioning1 $he 7attle for your Mind has become a classic in the field of marketing. $he
following is a summary of the key points made by /ise and $rout in their book.
)nformation (verload
/aise and $rout e#plain that while positioning begins with a product the concept really is about
positioning that product in the mind of the customer. $his approach is needed because consumers
are bombarded with a continuous stream of advertising with advertisers spending several
hundred dollars annually per consumer in the ?.6. $he consumerAs mind reacts to this high
volume of advertising by accepting only what is consistent with prior knowledge or e#perience.
)t is quite difficult to change a consumerAs impression once it is formed. Consumers cope with
information overload by oversimplifying and are likely to shut out anything inconsistent with
their knowledge and e#perience. )n an over"communicated environment the advertiser should
present a simplified message and make that message consistent with what the consumer already
believes by focusing on the perceptions of the consumer rather than on the reality of the product.
Getting )nto the Mind of the Consumer
20
$he easiest way of getting into someoneAs mind is to be first. )t is very easy to remember who is
first and much more difficult to remember who is second. +ven if the second entrant offers a
better product the first mover has a large advantage that can make up for other shortcomings.
5owever all is not lost for products that are not the first. 7y being the first to claim a unique
position in the mind the consumer a firm effectively can cut through the noise level of other
products. ,or e#ample Miller Lite was not the first light beer but it was the first to be positioned
as a light beer complete with a name to support that position. 6imilarly Lowenbrau was the
most popular German beer sold in 4merica but 7eckAs 7eer successfully carved a unique
position using the advertising
FMouAve tasted the German beer thatAs the most popular in 4merica. Gow taste the German beer
thatAs the most popular in Germany.F
Consumers rank brands in their minds. )f a brand is not number one then to be successful it
somehow must relate itself to the number one brand. 4 campaign that pretends that the market
leader does not e#ist is likely to fail. 4vis tried unsuccessfully for years to win customers
pretending that the number one 5ert' did not e#ist. ,inally it began using the line
4fter launching the campaign 4vis quickly became profitable. !hether 4vis actually tried
harder was not particularly relevant to their success. /ather consumers finally were able to relate
4vis to 5ert' which was number one in their minds.
4nother e#ample is that of the soft"drink E"?p which Go. J behind Coke and Pepsi was. 7y
relating itself to Coke and Pepsi as the F?ncolaF E"?p was able to establish itself in the mind of
the consumer as a desirable alternative to the standard colas.
!hen there is a clear market leader in the mind of the consumer it can be nearly impossible to
displace the leader especially in the short"term. (n the other hand a firm usually can find a way
21
to position itself in relation to the market leader so that it can increase its market share. )t usually
is a mistake however to challenge the leader head"on and try to displace it.
Positioning of a Leader
5istorically the top three brands in a product category occupy market share in a ratio of D1<1=.
$hat is the number one brand has twice the market share of number two which has twice the
market share of number three. /aise and $rout argue that the success of a brand is not due to the
high level of marketing acumen of the company itself but rather it is due to the fact that the
company was first in the product category. $hey use the case of Nero# to make this point. Nero#
was the first plain"paper copier and was able to sustain its leadership position. 5owever time
after time the company failed in other product categories in which it was not first.
6imilarly )7M failed when it tried to compete with Nero# in the copier market and Coca"Cola
failed in its effort to use Mr. Pibb to take on 8r. Pepper. $hese e#amples support the point that
the success of a brand usually is due to its being first in the market rather than the marketing
abilities of the company. $he power of the company comes from the power of its brand not the
other way around.
!ith this point in mind there are certain things that a market leader should do to maintain the
leadership position. ,irst /ies and $rout emphasi'e what it should not do and that is boast about
being number one. )f a firm does so then customers will think that the firm is insecure in its
position if it must reinforce it by saying so.
)f a firm was the first to introduce a product then the advertising campaign should reinforce this
fact. Coca"ColaAs Fthe real thingF does just that and implies that other colas are just imitations.
4nother strategy that a leader can follow to maintain its position is the multibrand strategy. $his
strategy is to introduce multiple brands rather than changing e#isting ones that hold leadership
22
positions. )t often is easier and cheaper to introduce a new brand rather than change the
positioning of an e#isting brand. /ies and $rout call this strategy a single"position strategy
because each brand occupies a single unchanging position in the mind of the consumer.
,inally change is inevitable and a leader must be willing to embrace change rather than resist it.
!hen new technology opens the possibility of a new market that may threaten the e#isting one a
successful firm should consider entering the new market so that it will have the first"mover
advantage in it. ,or e#ample in the past century the Gew Mork Central /ailroad lost its
leadership as air travel became possible. $he company might have been able to maintain its
leadership position had it used its resources to form an airline division.
6ometimes it is necessary to adopt a broader name in order to adapt to change. ,or e#ample
5aloid changed its name to 5aloid Nero# and later to simply Nero#. $his is a typical pattern of
changing Game = to an e#panded Game = " Game < and later to just Game <.
Positioning of a ,ollower
6econd"place companies often are late because they have chosen to spend valuable time
improving their product before launching it. 4ccording to /ies and $rout it is better to be first
and establish leadership.
)f a product is not going to be first it then must find an unoccupied position in which it can be
first. 4t a time when larger cars were popular Iolkswagen introduced the 7eetle with the slogan
F$hink small.F Iolkswagen was not the first small car but they were the first to claim that
position in the mind of the consumer.
(ther positions that firms successfully have claimed include1
4ge %Geritol&
5igh price %Mobil = synthetic engine lubricant&
23
Gender %Iirginia 6lims&
$ime of day %Gyquil night"time cold remedy&
Place of distribution %LAeggs in supermarkets&
9uantity %6chaefer " Fthe one beer to have when youAre having more than one.F&
)t most likely is a mistake to build a brand by trying to appeal to everyone. $here are too many
brands that already have claimed a position and have become entrenched leaders in their
positions. 4 product that seeks to be everything to everyone will end up being nothing to
everyone.
/epositioning the Competition
6ometimes there are no unique positions to carve out. )n such cases /ies and $rout suggest
repositioning a competitor by convincing consumers to view the competitor in a different way.
$ylenol successfully repositioned aspirin by running advertisements e#plaining the negative side
effects of aspirin.
Consumers tend to perceive the origin of a product by its name rather than reading the label to
find out where it really is made. 6uch was the case with vodka when most vodka brands sold in
the ?.6. were made in the ?.6. but had /ussian names. 6tolichnaya /ussian vodka successfully
repositioned its /ussian"sounding competitors by e#posing the fact that they all actually were
made in the ?.6. and that 6tolichnaya was made in Leningrad /ussia.
!hen PringleAs new"fangled potato chips were introduced they quickly gained market share.
5owever !ise potato chips successfully repositioned PringleAs in the mind of consumers by
listing some of PringleAs non"natural ingredients that sounded like harsh chemicals even though
they were not. !ise potato chips of course contained only FPotatoes. Iegetable oil. 6alt.F 4s a
resulting of this advertising PringleAs quickly lost market share with consumers complaining
24
that PringleAs tasted like cardboard most likely as a consequence of their thinking about all those
unnatural ingredients. /ies and $rout argue that is usually is a lost cause to try to bring a brand
back into favor once it has gained a bad image and that in such situations it is better to introduce
an entirely new brand.
25
P(6)$)(G 6$4$+M+G$ ,/(M C(C4"C(L4
C(MM)$$+8 $( P/(I)8)GG )G8)4 !)$5 C5()C+
$he Coca"Cola Company and Coca"Cola produce a range of beverages suited to different ages
stages lifestyles and occasions. $his includes soft drinks diet drinks juices and juice drinks
waters energy drinks sports drinks and cordials.
4s part of a healthy varied and balanced diet and an active lifestyle all our products can be
enjoyed by the majority of people.
!e are committed to helping our customers select the product that is best suited to their needs
through the provision of detailed product information supported by general advice on healthy
eating drinking and lifestyles.
!e understand that balancing energy intake with energy output is key to a healthy body weight.
!e therefore provide choice through range of low or no"kilojoule products that are ideally suited
to the needs of people who wish to reduce energy intake through beverage selection.
6uch products are readily available at a similar cost to an equivalent higher energy product.
4s one of )ndiaAs largest producers and marketers of non"alcoholic beverages we promote
physical activity through our active lifestyles programme and sponsorship of sport.
$hrough new product development we will continue to release a range of new types of drinks
including low or no kilo joule products as we look at ways in which to cater to those people who
wish to reduce energy intake through selection of lower energy beverages.
C.il,ren an, t.e role o+ our -evera*es
!e respect and support the primary role that parents play in decisions affecting the lives of
young children including choices about diet and lifestyle. 7everage choice like food selection
26
is a role for parents and we assist them in this through the provision of nutrition information and
by making available a wide range of products suitable for all ages stages and occasions.
Coca"ColaAs longstanding global policy ensures we do not directly market our products to
children under the age of twelve. (ur brands are not advertised during childrenAs television times
and we do not show children under =< in advertising or promotional materials drinking our
products outside of the presence of an adult. (ur sampling events are directed to people over the
age of =<.
)n the small number of schools where we provide vending machines we work with the school to
provide a range of beverages and ensure that lower energy products are priced attractively and
the packaging is in a single serve si'e. Guidelines have been established to oversee the manner in
which we work with schools and their tuck shops.
)t is company practice to sell diet drinks and sugar"free alternatives at a similar price to regular
carbonated soft drinks. /etailers offering AspecialsA are encouraged to include both the regular and
diet versions of our soft drinks. $hrough new product development we aim to develop more
products that meet the unique needs of children and will work with nutrition e#perts as we do
this. ,or healthy active and growing children beverages higher in energy can be enjoyed as part
of a balanced and varied diet. 5owever we also provide a range of low or no"kilo joule products
also suitable for children.
Su00ortin* s0ort an, 0.ysi/al a/tivity
Globally $he Coca"Cola Company has a long history of supporting sport and activity. !e have
been a major (lympic Games sponsor since =><B and also sponsor major international sporting
events. )n )ndia Coca"Cola has been an 4ll 7lack sponsor for the past decade and has also
supported provincial netball and rugby.
27
4t a grassroots level Coca"Cola has formed a partnership with the Gational 4ssociation of
(6C4/ %(ut of 6chool Care and /ecreation& to develop and implement a national physical
activity programme available to E:;;; young )ndiaers. )n 6outh 4uckland the Get Moving
programme is working to encourage children to participate in local sports and recreation courses.
$he Pump water brand is now a major sponsor of the 5eart ,oundationAs @ump /ope for 5eart
programme that runs in schools across )ndia and through the Powerade sports drink brand we
support numerous sporting events around the country.
Labelling
4ll products of $he Coca"Cola Company and Coca"Cola 4matil provide clear nutrition
information in compliance with )ndia regulations.
Packaging
Coca"Cola is committed to strict environmental guidelines and to ensuring our packaging has as
little impact as possible on the environment. $o this end a recycling project was introduced in
)ndia during <;;= which ensures our P+$ bottles contain an average of =;O recycled material.
)nformation Programmes
(ur consumer contact centre provides around the clock access to information about our
companies and products via a free phone number %;B;; :;: =<J&. 4n information pamphlet
about our products is available via this number.
Pricing
)t is company practice to sell diet drinks and sugar"free soft drink alternatives at a similar price to
regular carbonated soft drinks. 6imilarly any competitions or promotions of Coca"Cola can be
entered by our consumers who purchase diet Coke. 4lthough at the discretion of retailers special
28
offers and reduced prices on soft drinks are usually available for both the regular and diet
versions of our soft drinks.
Corporate Citi'enship
)n addition to our partnership with Gational 4ssociation of (6C4/ Coca"ColaAs contribution to
the )ndia community includes the annual Coca"Cola Christmas in the Park events in 4uckland
and Christchurch and $he Coca"Cola Careers +#po in 8unedin !ellington and 4uckland. $he
Coca 6moke free /equest is the countryAs only annual school music competition that has helped
launch the careers of many )ndia artists.
29
6!($ 4nalysis1
6!($ stands for 6trengths !eakness (pportunities $hreats. 6!($ analysis is a technique
much used in many general management as well as marketing scenarios. 6!($ consists of
e#amining the current activities of the organi'ation" its 6trengths and !eakness" and then using
this and e#ternal research data to set out the (pportunities and $hreats that e#ist.
6trengths1
Coca"Cola has been a comple# part of world culture for a very long time. $he productAs image is
loaded with over"romantici'ing and this is an image many people have taken deeply to heart.
$he Coca"Cola image is displayed on $"shirts hats and collectible memorabilia. $his e#tremely
recogni'able branding is one of Coca"ColaAs greatest strengths. F+njoyed more than CB: million
times a day around the world Coca"Cola stands as a simple yet powerful symbol of quality and
enjoymentF %4llen =>>:&.
4dditionally Coca"ColaAs bottling system is one of their greatest strengths. )t allows them to
conduct business on a global scale while at the same time maintain a local approach. $he bottling
companies are locally owned and operated by independent business people who are authori'ed to
sell products of the Coca"Cola Company. 7ecause Coke does not have outright ownership of its
bottling network its main source of revenue is the sale of concentrate to its bottlers.
!eaknesses1
!eaknesses for any business need to be both minimi'ed and monitored in order to effectively
achieve productivity and efficiency in their business*s activities Coke is no e#ception. 4lthough
domestic business as well as many international markets are thriving %volumes in Latin 4merica
were up =<O& Coca"Cola has recently reported some Fdeclines in unit case volumes in )ndonesia
30
and $hailand due to reduced consumer purchasing power.F 4ccording to an article in ,ortune
maga'ine F)n @apan unit case sales fell JO in the second quarter Pof =>>BQ...scary because while
@apan generates around :O of worldwide volume it contributes three times as much to profits.
Latin 4merica 6outheast 4sia and @apan account for about J:O of CokeAs volume and none of
these markets are performing to e#pectation.
Coca"Cola on the other side has effects on the teeth which is an issue for health care. )t also has
got sugar by which continuous drinking of Coca"Cola may cause health problems. 7eing
addicted to Coca"Cola also is a health problem because drinking of Coca"Cola daily has an
effect on your body after few years.
(pportunities1
7rand recognition is the significant factor affecting CokeAs competitive position. Coca"ColaAs
brand name is known well throughout >DO of the world today. $he primary concern over the
past few years has been to get this name brand to be even better known. Packaging changes have
also affected sales and industry positioning but in general the public has tended not to be
affected by new products. Coca"ColaAs bottling system also allows the company to take
advantage of infinite growth opportunities around the world. $his strategy gives Coke the
opportunity to service a large geographic diverse area.
$hreats1
Currently the threat of new viable competitors in the carbonated soft drink industry is not very
substantial. $he threat of substitutes however is a very real threat. $he 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. +ven though Coca"Cola and Pepsi control nearly D;O of the entire beverage market
31
the changing health"consciousness of the market could have a serious affect. (f 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. $he rivalry between Pepsi
and Coke has produce 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. ,urthermore consumers can easily switch to other beverages with little cost or
consequence.
Product Life cycle1
!hen referring to each and every product or service ever placed before the consumer i.e. in the
long term all the e#isting products and services are dead. ,or e.g.1" /eplacement of ,ord Cortina
% a highly successful car& by ,ord 6ierra the replacement of sierra by the ,ord Mondeo and the
replacement of the old Mondeo by the new Mondeo in <;;=. 6o every product is born grows
matures and dies. 6o in the commercial market place products and services are created launched
and withdrawn in a process known as Product Life Cycle.
$o be able to market its product properly a business must be aware of the product life cycle of its
product. $he standard product life cycle tends to have five phases1 8evelopment )ntroduction
Growth Maturity and 8ecline. Coca"Cola is currently in the maturity stage which is evidenced
primarily by the fact that they have a large loyal group of stable customers.
,urthermore cost management product differentiation and marketing have become more
important as growth slows and market share becomes the key determinant of profitability. )n
foreign markets the product life cycle is in more of a growth trend CokeAs advantage in this area
32
is mainly due to its establishment strong branding and it is now able to use this area of stable
profitability to subsidi'e the domestic Cola !ars.
)nsert the picture of the product lifecycle
Marketing (bjectives
$he objective is the starting point of the marketing plan. (bjectives should seek to answer the
question A!here do we want to goRA. $he purposes of objectives include1
"S to enable a company to control its marketing plan.
"S to help to motivate individuals and teams to reach a common goal.
"S to provide an agreed consistent focus for all functions of an organi'ation.
33
4ll objectives should be 6M4/$ i.e. 6pecific Measurable 4chievable /ealistic and $imed.
6pecific " 7e precise about what you are going to achieve
Measurable " 9uantify you objectives
4chievable " 4re you attempting too muchR
/ealistic " 8o you have the resource to make the objective happen %men money machines
materials minutes&R
$imed " 6tate when you will achieve the objective %within a monthR 7y ,ebruary <;=;R&
=.Market 6hare (bjectives1
$o gain C;O of the market for soft drink industry by 6eptember <;;E.
<.Profitability (bjectives1
$o achieve a <;O return on capital employed by 4ugust <;;E
J. Promotional (bjectives
$o increase awareness of the product on the market.
D. (bjectives for 6urvival
$o survive the current market war between competitors.
:. (bjectives for Growth
$o increase the si'e of the worldwide Coca Cola enterprise by =;O .
6electing $arget Market
(nce the situation analysis is complete and the marketing objectives determined attention turns
to the target market. $he soft drink market is very large and the business cannot be .all things to
all people0 so it must choose which market segments have the greatest potential. $he target
34
market is the group of customers on whom the business focuses attention. $he target market is
where Coca Cola focuses its marketing efforts as it feels this is where it will be most productive
and successful. $he target market for Coca cola is very wide as it satisfy*s the needs for many
different consumers ranging from the healthy diet consciousness through 8iet Coke to the
average human through its best selling drink regular Coke. Most Coke products satisfy all age
groups as it is proven that most people of different age groups consume the Coca Cola product.
$his market is relatively large and is open to both genders thereby allowing greater product
diversification.
$here are four broad ways which Coca Cola can segment its market1
"S Mass marketing
"S Concentrated marketing
"S 8ifferentiated marketing
"S Giche marketing
$he most apparent method used by Coca Cola is with no doubt the differentiated marketing
method as Coke satisfies*s a range of different markets. 8iet coke satisfy*s the weight
consciousness regular coke sprite fanta the average human coffee iced tea etc. +ach group of
beverages satisfy a particular group of people but majority the average human.
8eveloping the Marketing Mi#
$he marketing mi# is probably the most crucial stage of the marketing planning process. $his is
where the marketing tactics for each product are determined. $he marketing mi# refers to the
combination of the four factors %price promotion product place& that make up the core of a
business*s marketing strategy. )n this step of the marketing planning process marketing mi#
35
must be designed to satisfy the wants of target markets and achieve the marketing objectives.
$he most successful businesses have continually monitored and changed their marketing mi# due
to respective internal and e#ternal factors and have monitored the e#ternal business environment
in order to ma#imi'e their marketing mi# components.
Product1
Many Products are physical objects that you can own and take home. 7ut the word product
means much more than just physical goods. )n marketing product also refers to services such as
holidays or a movie where you enjoy the benefits without owning the result of the service.
7usinesses must think about products on three different levels which are the core product the
actual product and the augmented product. $he core product is what the consumer is actually
buying and the benefits it gives. Coca Cola customers are buying a wide range of soft drinks. $he
actual product is the parts and features which deliver the core product. Consumers will buy the
coke product because of the high standards and high quality of the Coca Cola products. $he
augmented product is the e#tra consumer benefits and services provided to customers. 6ince soft
drinks are a consumable good the augmented level is very limited. 7ut Coca Cola do offer a help
line and complaint phone service for customers who are not satisfied with the product or wish to
give feedback on the products.
Positioning
(nce a business has decided which segments of the market it will compete in developed a clear
picture of its target market and defined its product the positioning strategy can be developed.
Positioning is the process of creating the image the product holds in the mind of consumers
relative to competing products. Coca Cola and ,ranklins both make soft drinks although
,ranklins may try to compete they will still be seen as down market from Coca Cola. Positioning
36
helps customers understand what is unique about the products when compared with the
competition. Coca Cola plan to further create positions that will give their products the greatest
advantage in their target markets. Coca Cola has been positioned based on the process of
positioning by direct comparison and have positioned their products to benefit their target
market. Most people create an image of a product by comparing it to another product thus
evident through the famous battles between Coca"Cola and Pepsi products.
7randing
)t is often hard to say e#actly why we buy one company*s product over another. Companies such
as Gike and 4didas spend large amounts of money trying to win consumers away from their
competitors who make products that are very similar. $he popularity of the brand is often the
deciding factor. (ver the time Coca Cola has spent millions of dollars developing and promoting
their brand name resulting in worldwide recognition. ACoca"ColaA is the most recogni'ed
trademark recogni'ed by >DO of the worldAs population and is the most widely recogni'ed word
after F(TF. Coca Cola*s red and white colours and special writing are all e#amples of world"
wide trademarks.
$here are a number of branding strategies1 Generic brand strategy )ndividual brand strategy
,amily brand strategy Manufacturer*s brand strategy Private brand strategy and 5ybrid brand
strategy. Coca Cola utili'es the )ndividual brand strategy as Coca Cola*s major products are
given their own brand names e.g. ,anta 6prite Coca Cola etc although they may be presented as
different lines they operate under the name of Coca Cola.
37
84$4 P/+6+G$4$)(G - 84$4 4G4LM6)6
=. 8o you like the taste of coca cola product seriesR

no of consumer Percentage
Mes D< BDO
Go B =CO
)G$+/P/+$4$)(G1
4fter survey we found that BDO customer like the taste of the coca cola product series.
4nd =CO customer are dislike coca cola product . $he consumer of Coca Cola is increasing day
Per day.
38
<. 8oes your purchasing decision affected by the brand name coca cola product seriesR
Go of consumer Percentage
Mes JE EDO
Go =J <CO
)nterpretation1
4fter survey we found that Mostly youth says yesU EDO customer*s decision change due to
39
awareness of the coca cola product series. 4nd <CO customer*s decision do not change because
they do not know about of the coca cola product .
J. !hat is the opinion about the price policy of coca cola product seriesR
Go of consumer Percentage
Mes JB ECO
Go =< <DO
40
)nterpretation1
Most of the youth says it is quite cheap because consumer is using more Coca Cola product it is
very cheap ECO and who do not know price policy of this product and they assume e#pensive
Coca Cola product. 6o Coca Cola product more cheap other products.
D. ,or what purpose you buy the coca cola product seriesR
Go of consumer Percentage
Personal use <B :CO
7usiness use =J <CO
General use C =<O
4ny other use J CO
41
)nterpretation1
Most of the people say for personal purpose because :CO use in personal and <CO use in
business =<O use in general purpose and CO use in other purpose 6o more then use in personal.
42
:. 5ave any consumers faced any problem regarding the taste of coca cola product seriesR
Go of consumer Percentage
Mes =C J<O
Go JD CBO
)nterpretation1
Most of the youth says there is no problem with taste of coca cola product series. 7ut J<O say
yes according J<O consumers have not good views upon the Coca Cola taste. 4nd CBO
consumer have the good views upon Coca Cola taste.
43
C. 5ow does coca cola product series have consumer relationsR
Go of consumer Percentage
6atisfaction D= B<O
?nsatisfaction > =BO
44
)nterpretation2
Most of the youth says it is satisfactory. 7ut =BO consumers are not satisfy because some other
product available in market due to this reason =BO consumers have not satisfaction and B<O
consumers have satisfaction.
E. 4re you satisfy with coca cola product seriesR
45
Go of consumer Percentage
Mes JB ECO
Go =< <DO
)nterpretation2
Most of the youth are satisfy with coca cola product series.
46
C(GCL?6)(G
$his survey was done to indentify various problem an level of identify various problems and
level of satisfaction of consumer so that efforts might done to satisfy them which would result in
building long term relationship between the customer and company. 8ue to delivery in customer
need and e#pectations it become a different task to satisfy every customer therefore to satisfy
each and every customer the important of building relationship with them e#isted. ,or this
purpose a number of questions were asked to find out behavior of customer. $his research is also
done to know the views of the customer towards the services and quality and supply chain
management of coca cola product series.
47
,)G8)GG6
4fter the survey we found the satisfaction level of coca cola product is very high.
Most of the consumers go for the coca cola product because of its finest taste.
Mouth feel very comfortable with it.
Coca cola product has been covering the entire segment.
Coca cola product technology is very innovative.
4 very high segment of youth goes for the name and goodwill of the coca cola product.
48
49
/+C(MM+G84$)(G
$he company should increase their service stations.
More financing option should be available.
$he company should provide more customer value.
,ollow up should be increased.
+ffort should be done for developing the concept of good relationship with consumers.
6pecial offer should be provided the coca cola product.
50
7)7L)(G/4P5M
Game of books1
Marketing Management V Philip Totler
Marketing /esearch 3 Garesh T. Malhotra
4. /esearch methodology V C./. Tothari
Maga'ines - Gewspapers
Literature from the web site 1
?/L www.wikipedia.org
?/L http1LLwww.cocacolaindia.com
4uthori'ed dealer in a city
51

4GG+N?/+
=. +ducation
P Q ?ndergraduate P Q Post graduate
P Q Graduate P Q Professionally 9ualified
<. (ccupation
P Q 7usinessman P Q Private @ob
P Q Government (fficial P Q 4ny (ther
J. 8o you have knowledge about the different Coca Cola productR
P Q Mes P Q Go
D. !hich Coca Cola product do you likeR
P Q Coca"cola P Q Pepsi
P Q Merinda P Q (ther
:. )n summer which thing gives you satisfactionR
P Q Coca"cola P Q ,ast food
P Q (ther
C. 8o you prefer any other product beside Coca ColaR
52
P Q Mes P Q Go
E. !hich drink you choose to satisfy your needR
P Q Coca cola P Q Pepsi
P Q Mineral P Q (ther
B. )s the nearly availability of product affected your decisionR
P Q Mes P Q Go
>. 8oes offer free gift with Coca"Cola product affect your buying decisionR
P Q Mes P Q Go
=;. 8oes your purchasing decision affected by the brand name of the Coca Cola productR
P Q Mes P Q Go
==. ,or what purpose you buy coca"cola productR
P Q Personal P Q 7usiness
P Q general P Q 4ny (ther
=<. !hat is your opinion about the price policy of Coca"Cola productR
P Q +#pensive P Q Cheap
P Q 4ny other
=J. 5ave you faced any problem regarding the taste of the Coca"Cola product R
53
P Q Mes P Q Go
=D. 4re you satisfy with Coca"Cola productR
P Q Mes P Q Go
=:. Personal profile1
Game 1 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV
4ddress 1 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV
$elephone Go. 1 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV
+"Mail 1 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV
4ge 1VVVVVVVVVVVV Gender1VVVVVVVVVVVVVVV
54