Coca Cola- a Detailed Case Study

Topics: Coca-Cola, Soft drink, Diet Coke Pages: 42 (12889 words) Published: October 25, 2009
Analysis of the soft drink Industry- The “Coke” side of the story!

(Marketing Management End term Report)

Submitted to:
Mrs Joyeeta Chatterjee LBSIM

Submitted by: Group 10- Sec A
Eshani Nanda Monika Somani Pradip Rangholiya Apeksha Jain Kranti P.Singh Vaibhav Sahu


Flow of the Report

Topic Acknowledgement Objectives of the Study Importance of the Study Methodology Industry Overview Coco Cola-Introduction Five Forces Framework Micro Analysis Coco Cola in India SWOT Analysis Competition Analysis Analysis of the Survey Coco Cola Marketing Strategy Conclusion Biblography

Page No 3 4 4 5 6-10 11-16 16-18 19-23 24-27 28 29-30 31-38 39-50 51 52



I would like to acknowledge and extend my heartfelt gratitude to the following people who have made the completion of this Project possible:

Mrs Joyeeta Chatterjee, our Marketing professor for mentoring and guiding this project till its completion.

The members of our group for contributing their hardwork and dedication to the project. And most importantly, all the people who took out some precious time to fill in our surveys.


Objective of the Study

Soft drinks are those kinds of products that are consumed by all of us on such a regular basis that they have become an essential part of our consumption habits. Analyzing this industry was a challenging but an interesting piece of work. The basic objectives behind this study were: • To analyze this industry in totality, that is, any factor that is connected to this industry or affects its market structure has been closely observed and its importance measured through consumer buying behavior. To gain an understanding of how the big MNC’s work and what are the basic marketing strategies they adopt to penetrate the minds of the consumer. To observe the kind of competition that exists in the soft drink industry that is duopoly, a very rare market phenomena To gauge the customer preferences and rate the same through customer surveys.

• • •

Importance of the Study

As mentioned before, soft drinks as a product are something that we do not care to observe any more in our day to day lives. The kind of habits they have created stay with us and we take them in our stride when it comes to preferences. However, the kind of research and hard work that goes behind making a product like this and also making its presence felt is phenomenal. What we consider a small bottle of pepsi or coca cola is actually a million dollars spent by that company. Therefore, the importance of this study was to analyze this particular industry and the market structures of the same. It was very interesting and insightful because this is a product all of us can relate to. A simple advertisement might seem a piece of entertainment to all of us but the kind of thoughts that go behind the making of that advertisement is an exciting discovery and this is what we would like to share after this.



Primary data collection:

For primary data collection we designed a questionnaire to survey various consumers. The objective of survey was to understand the consumer preferences among various brands of soft drinks available in the market and the factors affecting consumer buying process.

The sample size for the survey was around 110.

Secondary data collection:

Internet was the major source for secondary data.

We also collected various clips from you tube to highlight the marketing strategies of Coca cola.


Industry overview

Soft drinks are available in glass bottles, aluminum cans and PET bottles for home consumption. Fountains also dispense them in disposable containers Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be further divided into carbonated and noncarbonated drinks. Cola, lemon and oranges are carbonated drinks while mango drinks come under non carbonated category. The market can also be segmented on...

References: 1. Books • • Kottler Philip Armstrong ; Gerry, “Principal of Marketing” Pearson Education, Tenth Edition
2.News Paper: • • “coca cola awarded as best T.V. Commercial of year 2003-2004”, Times of India; 13th September 2004 “contact technology to rule”, Business World, 30th June 2004 pg no 15 to 28
3 .Websites: • • •
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