04-08-2012, 02:59 PM
IMPACT OF RED ON THE SALE OF COCA COLA PRODUCT : A STUDY IN LACK NOW MARKET
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Introduction:
The introduction of soft drink was due to necessity of traveling particular in the absence of availability of reliable water. But meaning quietly changed with changing in time. It has become so, popular commodity fashion & habit instead of requirement of quenching thirst.
The Coca Cola Company is the largest manufacture, distributor and marketer of non alcoholic beverages concentrates and syrups in the world. Finished beverages products bearing company trademarks, sold in the United States since 1886 are now sold in more than 200 countries. Along with Coca Cola, this is recognized as the world’s most valuable brand. Coca Cola market four of the world’s top five nonalcoholic sparkling brands, including Diet Coke, Fanta and Sprite. Coca Cola Company has emerged as a global leader in the beverages sector. It has a variety of products in the market which provides benefits to the customer as well as to the government. The customer uses Coca Cola product for their refreshment as per the requirement of their willingness.
RESEARCH METHODOLOGY
INTRODUCTION
The management decision process has become complex and requires an effective and full proof management information system. During the year of growing complexities, the management needs more and more rigorous information to reduce uncertainties involved in introducing new products and penetrating a new market. Market research has today becomes an important component of the marketing information system, to manage all areas of management in general amount to marketing management in particular.
Marketing research is the collection, analysis and interpretation of facts and figures pertaining to marketing management.
Marketing management needs essential information regarding products, prices, market condition of demand and supply, customer’s need and desires, selling methods, physical flow of goods, competitive decision, external marketing environment and other factors of marketing thus a systematic approach is applied termed as research methodology. Glasser has defined “Market research is the application of scientific method of the study of the factors that affects the buying decision in a given market and the profitability of the business concerned”
RESEARCH METHODOLOGY:
Research methodology has many dimensions and research methods are integral part of it. Research methodology has a wider scope than that of research methods. Research methodology is systematic way for solving research problem. It is a science of studying 'how Research is done scientifically.
It is essential for any researcher to know not only research techniques but also research methodology. In research methodology we study the various steps that are generally adopted by researcher in studying his research problem along with logic behind them so that research results are capable of being evaluated either by the researcher himself or by any other person.
COMPANY PROFILE
EXECUTIVE SUMMARY
The Coca Cola Company was incorporated in September 1919 under the laws of the State of Delaware and succeeded to the business of a Georgia Corporation with the same name that had been organized in 1892. Coca Cola Company is one of numerous competitors in the commercial beverages market. Of the approximately 53 billion beverage servings of all type of consumed worldwide every day. Beverages bearing trademarks owned by or licensed to company account for approximately 1.5 billion. Coca-Cola, the corporate nourishing the global community with the worlds largest selling soft drink concentrates since 1886. Coca Cola Company put his first step in India in 1952 but withdrew completely in 1977 due to change in Indian Government polices. Again returned to India in 1993 after a gap of 16 years giving a new thumb up to the Indian Soft Drink Market. In the same year, the Company took over ownership of the nation's top soft-drink brands and bottling network. No wonder, their brands have assumed an iconic status in the minds of the consumers.
RED, IN INDIA
Hindustan Coca Cola Beverages Pvt.Ltd., India division under Eurasia Operating Group has been working on RED i.e. Right Execution Daily since FEB 2006. Coca Cola Company believes that its success depends on their ability to connect with consumers by providing them with a wide variety of choices to meet their desires, needs and lifestyles choices. Company success further depends on the ability of their people to execute effectively, every day.
COMPANY GOAL
Company goal is to use the Company’s asset –company brands, financial strength, unrivaled distribution system, global reach and talent and strong commitment of our management and associates-to become more competitive and to accelerate growth in manner that creates value for our shareowners.