18-03-2014, 12:09 PM
A Research Report On Marketing strategies of coca cola India ltd.
Marketing strategies .docx (Size: 389.17 KB / Downloads: 17)
OBJECTIVES OF THE STUDY
In this study an effort has been to several factors which need to be taken due consideration to adhere to the advertising, sales promotion and various sales influencing factors of the soft drink market.
In the fast changing competitive as well as economic scenario all around the world and the domestic front, the main objective of the study are:-
To study the promotional policies of the beverage companies onto various highways.
Study the comparative adds promotion by Coke in respect to Pepsi.
Analysis regarding displays set up on the highways by the companies in order to induce the sales.
Study for designing the budget requirement of the company for the coming year mainly focusing marketing of the product.
Basically survey on the type of promotional setback faced by their product not representing up to mark performance.
PROFILE
Present soft drink boon in India was attributed to the legacy of Coca Cola, which was there in INDIA till 1977. In todays market the Coca-Cola (Coke, Thumps Up, Fanta, Limca, Sprite, Vanilla Coke, etc.) hold a 62% market share that appears to bear concentrated rush to beg a big share in the soft drink market.
Various national & multinational firms are engaged in soft drink market due to increase in its demand day by day. As far as INDIA soft drink market is concerned there are major company’s engaged having a big completion to capture the soft drink market are namely Coca-Cola & Pepsi. While Campa Cola & many local cola’s still notice in the Indian Market.
COMPANY PROFILE
Keeping in view of tapping the Indian soft drink market and also developing soft drinks as a drinking product among Indians. The Coca-Cola in India has setup an independent organizations which is H.C.C & B.C.C with a capital of 350 U.S.$ each by virtue of sellout decision of the passed managing director Sh. S. C. Aggarwal.
Hindustan Coca-Cola bottling (N-W) Pvt. Ltd. Najibabad took the complete possession of this plant, land, machinery, & intellectuals on February 14’ 1998 and since then H.C.C, looking after all its affairs under company owned bottling plant to establish integrated marketing system in the area.
In 1999 the company opened up the new bottling plant at DASNA in Ghaziabad Distt. This plant has more sophisticated equipments, then the plant at Najibabad.
History
Jon Styth Pemberton first introduced the refreshing taste of Coca-Cola in Atlanta, Georgia it was May 1861 when the pharmacist concocted a caramel colored syrup in three–legged brass kettle in his backyard. He first distributed the new product by carrying Coca-Cola in a jug cown enjoys in a glass of Coca-Cola at the soda fountain. Whether by design or accident, carbonated water was teamed with the new syrup, producing a drink that was proclaimed “Delicious and Refreshing”.
Dr. Pemberton’s Partner and bookkeeper, Mr. Frank Robinson, suggested the name and penned as “Coca-Cola” in the unique flowing script that is still famous worldwide today.
Dr. Pemberton’s sold 25 gallons of syrup, shipped in bright Red wooden kegs. Red has been a distinctive color associated with the No.1 soft drink brand ever since. For his efforts, Dr. Pemberton grossed $ 50 and spent $ 73.96 on advertising, by 1891, Atlanta chemist as a G.Canler had acquired complete ownership of the Coca-Cola business.
He purchases it from the Dr.Pemberton family for $ 2300. With in 4 year his merchandising flair helped to expand the consumption of Coca-Cola to over $25 million.
Robert W. woodruff become the president of the Coca-Cola company in 1923 and his more than six decades of leadership took the business of commercial success making Coca-Cola an institution the world over. Coca-Cola begins as a never tonic, but candy merchant Joseph A. Biedenharn of Mississippi was looking for awry to serve refreshing beverages. He responded to this demand began offering bottle Coca-Cola using syrup shipped from Atlanta, during a hot summer in 1894.
History in India
The coca-cola company reintroduced coca-cola in India on October 23, 1993, after an absence of 16 years.
The coca-cola company received approval from the government in July 1996 to set up a holding company to invest US $ 700 million in downstream operation of beverages
In July 1997 the holding company was permitted by the government to operationally its bottling subsidiaries.
The bottling subsidiary currently owns and operates twenty-six bottling plants and sixty distribution centers across India. In addition, it uses 20 contract packers to augment its production capacity and cater to the increasing demand for its wide portfolio of beverage.
the coca-cola promise
The coca-cola company exists to benefits and refresh every one it touches. The basic proposition of our business is simple, solid and timeless when we bring refreshment , value , joy and fun to our stakeholders then we successfully nurture and protect our brand , particularly coca-cola . that is the key to fulfilling our ultimate obligation to provide consistently attractive to the owner so four business.
More then a billion times every day , thirsty people around the world reach for coca-cola products for refreshment. They deserve the highest
Quality – every time . our promise to deliver that quality is the most important promise we make . and it involves a world-wide , yet distinctively local , network of bottling partner , supplier , distributor and retailers whose success is paramount to our own. Our investment in local communities in over 200 countries totals billions of dollars in jobs, facilities , marketing, the purchase of local good and services, and local business partnership. Always and every where , we pursue continuous innovation in the products we offer the processes we use to make them, the package we develop and the way we bring them to market .B
METHODS OF DATA COLLECTION:
Observation and interaction with the retailers provided me in depth knowledge about the availability of changes in promotional items provided by Pepsi and Coca-Cola by the distributors. I collected all vital data from the outlets visits and survey during my summer training and which would be of high consideration regarding the designing of the coming years marketing budget by the Coca-Cola Company.
The survey sheet was instantaneously equipped of data duly observed by me and in a systematic manner. The data thus inculcated is through Primary Source by Personal Interviews, Enquiries and Observation. The responses thus received were also encouraging on my behalf and as well as the company.