03-05-2012, 11:51 AM
project report of <marketing strategy of soft drink industry in india with special reference to coca cola>
03-05-2012, 11:51 AM
project report of <marketing strategy of soft drink industry in india with special reference to coca cola>
01-08-2012, 12:10 PM
Marketing Strategy of Soft Drink Coca cola Industry in India
Marketing Strategy.doc (Size: 1.06 MB / Downloads: 101) INTRODUCTION OF INDUSTRY 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 first marketed soft drinks (non-carbonated) in the Western world appeared in the 17th century. They were made from water and lemon juice sweetened with honey. In 1676, the Companies des Limonadiers of Paris was granted a monopoly for the sale of lemonade soft drinks. Vendors carried tanks of lemonade on their backs and dispensed cups of the soft drink to thirsty Parisians. Carbonated drinks:- In the late 18th century, scientists made important progress in replicating naturally carbonated mineral waters. In 1767, Englishman Joseph Priestley first discovered a method of infusing water with carbon dioxide to make carbonated water which has 3.4 mg in the drink[5] when he suspended a bowl of distilled water above a beer vat at a local brewery in Leeds, England. His invention of carbonated water (also known as soda water) is the major and defining component of most soft drinks.[6] Priestley found that water treated in this manner had a pleasant taste, and he offered it to friends as a refreshing drink. In 1772, Priestley published a paper entitled Impregnating Water with Fixed Air in which he describes dripping oil of vitriol (or sulfuric acid as it is now called) onto chalk to produce carbon dioxide gas, and encouraging the gas to dissolve into an agitated bowl of water.[7] Another Englishman, John Mervin Nooth, improved Priestley's design and sold his apparatus for commercial use in pharmacies. Swedish chemist Torbern Bergman invented a generating apparatus that made carbonated water from chalk by the use of sulfuric acid. Bergman's apparatus allowed imitation mineral water to be produced in large amounts. Swedish chemist Jones Jacob Berzelius started to add flavors (spices, juices, and wine) to carbonated water in the late 18th century. Soft drink bottling industry:- Over 1,500 U.S. patents were filed for either a cork, cap, or lid for the carbonated drink bottle tops during the early days of the bottling industry. Carbonated drink bottles are under great pressure from the gas. Inventors were trying to find the best way to prevent the carbon dioxide or bubbles from escaping. In 1892, the "Crown Cork Bottle Seal" was patented by William Painter, a Baltimore, Maryland machine shop operator. It was the first very successful method of keeping the bubbles in the bottle. 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, INTRODUCTION TO SOFT DRINKS IN INDIA:- Gold Spot considered as the first soft drink, established 50 years ago before all empowering Coca-Cola entered the company to dominate the scene. It faced no competition and its euphoric image built up in western countries helped it get ready clientele & glamour. Parle export private ltd. should be regarded as the first Indian company introducing limca a lemon drink complimentary to their well entiemched Gold Spot in 1970 which got moderate success. However, before this, it had also introduced Cola-Pepino which was withdrawn in face tough competition from Coca-cola. Coca-Cola serves in India some of the most recalled brands across the world, which include names such as Coca-Cola, Diet Coke, Sprite, Fanta, along with the Schweppes product range. The acquisition of Thums Up brought some of the leading national soft drinks like Thums Up, Limca, Maaza, Citra and Gold Spot under its umbrella. To add to this, Kinley mineral water was launched in the year 2000. INTRODUCTION OF COMPANY If we Indians recall our memory there was a time when one was asked for a soft drink, the brand that comes and gave a knock on our mind was Coca-Cola. Coca-Cola, the word most admired trademark has maintained its special a sense of belongingness to India, which had resulted some sort of its monopoly throughout the Indian soft drink market. It has been said that the internal environment of the industry has been greatly effected from its internal environment. The same thing was also happen with this famous company. When the Government policy were in introduce and forced this MNC's to go outside from the India market. Hence, it was thrown out of India in the year 1977. A lacuna was created at that time in the country's soft drinks market. How ever after a gap of 17 years, the Coca-cola has reappeared in the soft drinks market of India, by making itself more strong and confident in this field. A 100 YEARS OF THE SURVY GLASS BOTTLE OF COCA-COLA:- Coca-Cola Company marks a mile stone on Wednesday, 24th March 1899 Chattanooga; Tenn where its first bottling plant was started 100 year ago by two men struck one of the most lucrative business deals in US history. Joseph and Thomas offered Coca-Cola Company owner Asia Candler a dollar for the right to bottle soft drinks in 1899. Today I billion soft drinks are sold each day in more than 200 countries around the world. Candler had purchase what would become the Cola Company for $2,300 eight years earlier from John Pemberton, an Atlanta Phamacist who astonished the world. Candler thought the bottling Venture would never succeed, but he signed the contract with White Head And Thomas and way, "and the rest is history", Bob Lovell, vice president of marketing for Coca-Cola bottling company, United Inc., said in telephone interview from Chattanooga. Lovell said Thomas had seen Cuban Fields hand drinking Pina Fria a Pineapple beverages, from bottles while he was stationed in Cuba during Spanish American War. When he returned to Chattanooga, he decided to pitch the idea of bottle soft drinks to coke, which was then sold only as a fountain beverage. "It occurred to him that Coca-Cola in bottles would be very popular", Lovell said, "Mr. Candler did not see any future in it because the containers were not sound, but that's how it all came about. "Thomas and Whitehead promised to pay one dollar for the right to bottle Coca-Cola, but legend has it that no money changed hands. THE IMAGE:- The image is communicated all around the world in advertisement on media such as newspaper, magazines, radio and televisions. The list goes on.. However, image is much than just advertising every person working within the coca-cola system is part of the image whether one is involved in creating its advertising, making it's quality products, or selling, merchandizing and distributing its beverage their hard work and attitude will say something to the people about its product. THE COCA-COLA COMPANY:- The Coca - Cola Company is the world's largest beverage company. Along with Coca - Cola, recognized as the world's best - known brand, The Coca - Cola Company markets four of the world's top five soft drink brands, including diet Coke, Fanta and Sprite, and a wide range of other beverages, including diet and light soft drinks, waters, juices and juice drinks, teas, coffees and sports drinks. Though the world's largest distribution system, consumers in more than 200 countries enjoy The Coca - Cola Company's products at a rate exceeding 1 billion servings each day.
30-10-2012, 11:46 AM
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