To Study marketing strategies of coca-cola
(Submitted in Partial fulfillment of the requirement of bachelor of business Administration, Distance Education) Punjab Technical University
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Indraprastha Institute of Technology & Management, D-21, Institutional Area, Janakpuri, New Delhi-110058
A lot of effort has gone into this project and my thanks are due to many people with whom I have been closely associated. First of all, I gratefully acknowledge the continuous assistance and inspiration given to me by college faculty.
Finally, I would like to thank my family for providing me monetary and non-monetary support, as and when required, without which this project report would not have completed on time.
Thanks and Regards
Table of contents
TOPICS| PAGE NO.|
Executive Summary| 1|
Objective of the Study| 4|
Scope of Study| 5|
Coca-Cola Mission Statement| 7|
Indian Soft Drink Industry| 9|
Coca-Cola Worldwide (Background)| 12|
Coke in India| 15|
Marketing Mix| 20|
Marketing Mix of Coke| 22|
Comparing the Marketing Strategies of Coke with Pepsi| 36| Strategies for Gaining Market Share| 43|
Findings of Published or Secondary Data| 49|
Curriculum Vitae | |
The soft drink industry has been plagued by the Cola Wars for a good amount of time. Coca-Cola India has been one half of the competition that has been existent in the market for a long time, and it is fighting with all its resources to capture the Indian market. The sales promotion strategies have been existent as a part of the promotional mix at Coca Cola India. There has been a focused effort to study the effect of these strategies on the consumer buying behaviour in India. Secondary Data has been largely used to an extent to study the soft drink industry as a whole and the competition of Coca-Cola India with its competitors. The analysis of the study was carried out through a SWOT analysis of the industry and a macro environment analysis of various factors affecting the industry.
This project is focused on studying the various marketing strategies of Coca-Cola and the scenario of Indian soft drink industry in the 1990’s. Coca-Cola Company the global soft drink industry leader controlled Indian soft drink industry till 1977. Then Janta Party beats the Congress Party and the Central Government was changed. This change brought problems for Coca-Cola principle bottler, who was a big supporter of Gandhi Family. Now Janta Party government demanded that Coca-Cola should transfer its syrup formula to an India subsidiary (Chakravarty, 43). Because of this Coca-Cola backed and withdrew from the country. In the mean time, India’s two target soft drink producers have gotten rich. Who were controlling 80% of the Indian soft drink industry? In 1993, the coco-cola company came back to India. But the scenario of Indian soft drink industry had been changed from 1977 to 1993. The competition in the soft drink industry had become very tuff. The major competitor at that time was Pepsi and Parle. Parle’s best known brands include ThumsUp, Limca, Citra and others were Gold Spot and Maaza. At that time Parle had a market share of 53% and Pepsi had a market share of 20%. Now Coca-Cola had to make some strategies to survive in this tuff competition. For this Coca-Cola decided to take over Parle, so that the company can take the advantage of Parle’s network. This...