“Coca Cola in India: a Study on Product Portfolio and Distribution Adaptation”
IJRFM
Volume 2, Issue 2 (February 2012)
(ISSN 2231-5985)
“COCA COLA IN INDIA: A STUDY ON PRODUCT PORTFOLIO AND DISTRIBUTION ADAPTATION”
Prof. Ray Titus* Nagabhushana**
ABSTRACT
The research study was conducted to learn the localization strategy of global beverage company Coca Cola in terms of two of its marketing mix variables, namely, the product portfolio on offer and the distribution process. In the process detailed information was collected on products launched, sales and distribution practices followed by the company, the working style of the retail outlets that stocked and retailed Coca Cola products, and to a limited extent the psyche of the consumers. In addition the study also uncovered initiatives taken up by the top level management and the strategies they laid out to enhance the company’s market share and sales turnover. This research was conducted with the help of questionnaires that tried to find the satisfaction levels of the retailers regarding the support they enjoyed in terms of the products and services offered by Hindustan Coca Cola company. In addition retailers were also queried on what more they expected from the company, and the response of consumers towards Coca Cola’s products.
*Professor & Area Chairperson – Marketing, Alliance University, School of Business, Bangalore, India **Research Associate – Marketing, Alliance University, School of Business, Bangalore, India International Journal of Research in Finance & Marketing http://www.mairec.org 360
IJRFM
Volume 2, Issue 2 (February 2012)
(ISSN 2231-5985)
LITERATURE REVIEW
There are research studies that document the transition of multinational companies into transnational companies that are highly responsive to stake holders concerns. In the past most of the multinational companies were focussed on trying to penetrate global markets with standardized products by calling it a ‘global offer’. In addition they also tried to reap the benefits of economies of scale and experience
Volume 2, Issue 2 (February 2012)
(ISSN 2231-5985)
“COCA COLA IN INDIA: A STUDY ON PRODUCT PORTFOLIO AND DISTRIBUTION ADAPTATION”
Prof. Ray Titus* Nagabhushana**
ABSTRACT
The research study was conducted to learn the localization strategy of global beverage company Coca Cola in terms of two of its marketing mix variables, namely, the product portfolio on offer and the distribution process. In the process detailed information was collected on products launched, sales and distribution practices followed by the company, the working style of the retail outlets that stocked and retailed Coca Cola products, and to a limited extent the psyche of the consumers. In addition the study also uncovered initiatives taken up by the top level management and the strategies they laid out to enhance the company’s market share and sales turnover. This research was conducted with the help of questionnaires that tried to find the satisfaction levels of the retailers regarding the support they enjoyed in terms of the products and services offered by Hindustan Coca Cola company. In addition retailers were also queried on what more they expected from the company, and the response of consumers towards Coca Cola’s products.
*Professor & Area Chairperson – Marketing, Alliance University, School of Business, Bangalore, India **Research Associate – Marketing, Alliance University, School of Business, Bangalore, India International Journal of Research in Finance & Marketing http://www.mairec.org 360
IJRFM
Volume 2, Issue 2 (February 2012)
(ISSN 2231-5985)
LITERATURE REVIEW
There are research studies that document the transition of multinational companies into transnational companies that are highly responsive to stake holders concerns. In the past most of the multinational companies were focussed on trying to penetrate global markets with standardized products by calling it a ‘global offer’. In addition they also tried to reap the benefits of economies of scale and experience
References: IJRFM Volume 2, Issue 2 (February 2012) (ISSN 2231-5985) 4 Volume 2, Issue 2 (February 2012) (ISSN 2231-5985)