Marketing Strategy of Coca Cola

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EXECUTIVE SUMMARY

According to the Mckinsey report Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, and it produces nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three-legged brass kettle in his backyard. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed “delicious and refreshing”, a theme that continues to echo today wherever Coca-Cola is enjoyed. Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. According to Jacob Ronald, early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today. Coca-Cola was the leading soft drink brand in India until 1977, when it left rather than reveal its formula to the Government and reduce its equity stake as required under the Foreign Regulation Act (FERA) which governed the operations of foreign companies in India. In the new liberalized and deregulated environment in 1993, Coca-Cola made its re-entry into India through its 100% owned subsidiary, HCCBPL, the Indian bottling arm of the Coca-Cola Company. The marketing strategies of the coke has always been in the lime light and many researchers such as Kaushik mukherjee, Bedi Prakash, Vaid dixit and M.Shasidhar has worked regarding coke’s intensive and innovative strategies to capture the market. The main objective of this study lies in understanding the organization and its various marketing strategies and understanding the consumers’ perception about Coca-Cola as a brand . A consumer sampling involving 72 people was conducted. The methodology used in studying and understanding the perceived views of consumers towards coke’s branding was ‘SAMPLING’. The findings of the activity have been drawn out in form of graphs and discussed there from.

OBJECTIVE OF THE RESEARCH:

The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton. Today, the company is the world's leading manufacturer in the beverage industry, operating globally in more than 200 countries with its head office located in Atlanta, USA. It produces more than 300 beverage brands and over 1.06 billion drinks are consumed per day around the world. I believe that coca cola is the world’s most ubiquitous brand. Its promotion techniques, its brand associations, have always fascinated me. Because of these reasons and personal liking towards the project made me choose this topic as my research study.

The main objectives are:

• To study cola-cola’s various marketing strategies
• To study the coke’s distribution network
• To study its marketing mix
• To study how coca cola penetrated the rural market
• To study coca-colas brand strength
• To study people’s perception about the brand

INTRODUCTION of COCA-COLA

Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8; 1886. Coca-Cola Company is the world’s leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. The Company’s beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca-Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands,...
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