A PROJECT REPORT

ON MARKETING STRATEGIES OF COCA-COLA

SUBMITTED BY : PARAS NATH ROY Roll No.: 520917009 Centre Code 01585

SIKKIM MANIPAL UNIVERSITY, FBMIT PURULIA ROAD, RANCHI 834001

SUMITTED TO : FIROZ AHMED

SIKKIM MANIPAL UNIVERSITY

Distance Education Wing Syndicate House Manipal 576104

ACKNOWLEDGEMENT At the very outset, I bow my head to the almighty for blessing on me. I take this opportunity to pay my sincere & hard felt gratitude to my philosopher; guide & path maker respected Mr. Firoz Ahmed for the kind co-operation & meaningful guidance. Without him this project would neither be shaped properly nor be brought out of door. I also pay my sincere thanks to all the employees & management of Coca-cola for providing me such meaningful and relevant information's to make this project work a fruitful. All the employee & members of the management were very co-operative at office time & provided meaningful assistance required for this project work. Last but not the least, I am very much thankful to my faculty members, family & friends who showed their inquisitiveness towards the project work.

(PARAS NATH ROY)

DECLARATION
I, hereby declared that the project report titles "Marketing Strategies of CocaCola Limited" submitted in partial fulfilment of the requirements for the award of degree of Master of Business Administration in Marketing to Sikkim Manipal University, India, is my original work & not submitted anywhere for the award of any other degree, diploma, fellowship or any other similar titles or prizes.

PLACE: -Ranchi DATE: (PARAS NATH ROY) Reg. No. 520917009

BONAFIDE CERTIFICATE
This is to certify that the project report titled Marketing Strategies of CocaCola Limited is the bonafide work of Mr. Paras Nath Roy submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in Marketing of Sikkim Manipal University. Paras has worked under my supervision and guidance and that no part of this report has been submitted for the award of any other degree, diploma, fellowship or other similar titles or prizes.

Place: Date :

Certified by Guide Name: Mr. Firoz Ahmed

Marketing Strategies Of

Coca Cola

PRESENTED BY: PARAS NATH ROY

TABLE OF CONTENTS

CONTENTS

1. Acknowledgement. 2. Mission statement 3. Introduction. 4. Coca Cola. a. Coca Cola International. b. History. 5. Management. 6. Market share. 7. Financial report. 8. Dividends and Cash Plan. 9. Products. 10. Strategic planning. 11. Bottlers owned by Coca cola 12. Coca Cola At a Glance 13. Organisational Structure of Coca cola 14. Major Competitors a. Pepsi b. History. c. Financial assets.

Market share. Financial report. Products. Methodology

15. Some basic information regarding marketing of coke a. Target market: b. Major segments: c. Factors effecting sales: d. Major competitors: e. Strategies of quality: f. Threats from competitors: g. Targets that would like to attain: h. Expanding target market i. Threats and opportunities for price: j. Strategies of getting goals i.e. high profits: k. Marketing strategy: l. Expectations for the coming year: m. How coke determine the yearly budget: 16. Marketing strategies 17. Pest analysis

DEDICATION

This report is dedicated to my beloved parents, Who educated me and enabled me to reach at this level.

The Mission Statement of the Coca Cola Company

Our mission statement is to maximize shareowner value over time.

In order to achieve this mission, we must create value for all the constraints we serve, including our consumers, our customers, our bottlers, and our communities. The Coca Cola Company creates value by executing comprehensive business strategy guided by six key beliefs:

1. 2. 3.

Consumer demand drives everything we do. Brand Coca Cola is the core of our business We will serve consumers a broad selection of the nonalcoholic ready-to

drink beverages they want to drink through out the day. 4. 5. 6. We will be the best marketers in the world. We will think and act locally. We will lead as a model corporate citizen.

The ultimate objectives of our business strategy are to increase volume, expand our share of worldwide nonalcoholic ready to drink beverages sales, maximize our long-term cash flows, and create economic value added by improving economic profit.

The Coca Cola system has more than 16 million customers around the world that sells or serves our products directly to consumers. We keenly focus on enhancing value for these customers and helping them grow their beverage businesses. We strive to understand each customers business and needs, whether that customer is a sophisticated retailer in a developed market a kiosk owner in an emerging market.

There are nearly 6 million people in the world who are potential consumers of our companys product. Ultimately, our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and our ability to add value for customers. We achieve this when we place the right products in the right markets at the right time.

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COCA COLA INTERNATIONAL

HISTORY:
Coca-Cola Enterprises, established in 1986, is a young company by the standards of the Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this Company. The Coca-Cola Company traces its beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton , began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead , secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. The Coca-Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986, The Coca-Cola Company merged some of its company-owned operations with two large ownership groups that were for sale, the John T. Lupton franchises and BCI Holding Corporation's bottling holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock to the public on November 21, 1986, at a split-adjusted price of

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$5.50 a share. On an annual basis, total unit case sales were 880,000 in 1986. In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company, again helping accelerate bottler consolidation. As part of the merger, the senior management team of Johnston assumed responsibility for managing the Company, and began a dramatic,

successful restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion

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MANAGEMENT:

The hierarchy of Coca Cola Company is as follows.

Chairman Board of governors

Vice Chairman and chief operating officer

Executive Vice Presidents

Senior Vice Presidents

Vice Presidents

MARKET SHARE: SHARE

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Being the biggest company in the soft drink industry, Coca Cola enjoys the largest market share. This company controls about 59% of the world market.

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GLOBAL MARKET SHARE:

The following table can show the worldwide operating segments.

(Table)

Unit case growth

Nonalcoholic

All commercial Beverages 2002

10 year compound annual growth

Compan y Industry

5-year compound annual growth

Compan y Industry

2001 annual growth

Compan y Industry

drink 2002

Company share

Compan y share

Compan y per capita Income

6%

5%

5%

5%

4%

4%

18%

9%

70

This shows that the market of the company is geographically vast and it is controlling it with great success. In 2002, the company grew their carbonated soft-drink business by nearly 250 million unit cases and generated record volumes. Because

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carbonated soft drinks are the largest growth segment within the nonalcoholic readyto-drink beverage category measured by volume, that is why they are focusing more on this and they are continually increasing the pace because they know that accelerating this pace is crucial to their future success. Thus they are increasing their market day by day. The operation income earned by Coca Cola Company can be illustrated by the following pie chart.

(Figure)

This strategy has worked a lot and it has helped them to become the Worlds leading Soft Drink Company. The global unit sale of the Coca Cola Company is increasing from the last ten years. The data of the global unit sale of the Coca Cola Company can be represented by following chart.

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(Figure)

12 10 8 6 4 2 0 1971 1981 1991 2002 unit sale in billions

So there is positive growth in the market of the Coca Cola Company. There is a worldwide volume increase by 4% with strong international growth of 5%. This is only due to the innovative marketing programmers, which has deepened the relationship of the customers and Coca Cola. The financial health and success of their bottling partners is a critical component of The Coca-Cola Company's ability to build and deliver leading brands.

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In 2002, the company had worked with their bottlers to turn good intentions into reality by improving the system economics. The results in 2002 reflect this steadily improving and mutually constructive relationship between the Company and their bottling partners. The main reason behind this relationship is to continue realizing shared opportunities for growth, with closer coordination of operations including customer relationships, logistics and production.

MARKET SHARE BY AREA:

Coca Cola is the world-renowned soft drink and the company is currently operating through out the world. The world wide total is about 17.8 billion. The operation review according to the segments is as follows.

Operation Review (2002 worldwide unit case volume by operating segment) NORTH AMERICA 30% LATIN AMERICA 25% EUROPE & MIDDLE EAST 22% 17% 6% ASIA AFRICA

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NORTH AMERICA LATIN AMERICA EUROPE & MIDDLE EAST ASIA AFRICA

So the volume is least in the Africa and most in the North America. The data about the market share of this company area wise is given in the following table. The above table shows the geographical earning of the Coca Cola Company and from this data; we can find out that the customers of Coca Cola are increasing which is shown by the companys per capita income. Unit case equals 24 eight-ounce servings. The column, which shows the non-alcoholic beverages consist of commercially, sold beverages, as estimated by the Company based on available industry sources. The country column is derived from

The Company's unit case volume while the industry column includes nonalcoholic ready-to-drink beverages only, as estimated by the Company based on available industry sources.

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(Table)

Country

Unit case growth

Nonalcoholic

All commercial Beverages 2002 Compan y share Compa ny per capita

10 year compound annual growth Compan Industry y

5-year compound annual growth Compan Indust y ry

2002 annual growth Compan y Industry

Drinks 2002 Compan y share

North America United States Latin America Argentina Brazil Chile Mexico Europe & Middle East Eurasia France Germany Great Britain Italy Middle East Spain

4 4 6 7 5 9 7 6

5 5 7 4 5 6 10 3

3 3 6 6 3 5 8 5

3 3 6 2 6 3 9 3

2 2 3 7 3 (2) 2 2

2 2 4 2 5 3 5 4

22 23 24 20 23 56 22 12

15 16 15 10 13 23 18 6

Income 398 419 205 236 144 336 462 72

17 8 1 8 1 12 6

8 3 2 2 3 12 4

6 9 (1) 11 4 7 8

5 3 1 2 3 5 5

(14) 7 (6) 8 2 4 4

1 3 1 3 2 8 4

14 9 14 17 9 8 17

5 5 7 6 6 3 12

39 110 193 193 104 17 264

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Asia Africa

7 7

6 6

6 8

7 3

10 10

7 6

14 34

5 11

23 34

In Asian population, which is the satisfied customer of Coca Cola, is approximately 3.2 billion and the average consumer enjoys close to two servings of our products each month. Through an intense focus on Coca-Cola, innovation and new beverages, the company has achieved volume growth of 10 percent in 2002. With developing economies and

populations, this region has strong long-term potential, and the company is building an exciting family of beverage brands in addition to expanding the popularity of our core brands, led by Coca-Cola. In China, for example, sales of Coca-Cola increased 6 percent. The total unit case sale of Coca Cola in Asia can be shown by the following pie chart.

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(Figure)

So the company is emphasizing more in this area and is trying to develop a strategy, which can increase the growth of the consumption of Coca Cola by the people of Asia. Among the countries of Asia, Japan has the highest percentage, which is about 29%. Among others, Pakistan, India and Bangladesh are those countries where the average consumption is increasing day by day.

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FINANCIAL REPORT:

This company is financially very strong. It is due to the strong finances, the company is still surviving the ups and down of the business world. The financial report of Coca Cola Company of the year 2001 and 2000 along with the percentage change is as follows.

(Table)

Year Ended December 31, (In millions except per share data, ratios and growth rates)

2002

2001

Percentage change

Net operating revenues Operating income Net income Net income per share (basic) Net income per share (diluted) Net cash provided by operating activities Business reinvestment Dividends paid Share repurchase activity Free cash flow Return on capital Return on common equity Unit case sales (in billions) International operations North America operations Worldwide

20,092 5,352 3,969 1.601 1.601 4,110 (963) (1,791) (277) 3,147 26.6% 38.5% 12.5 5.3 17.8

19,889 3,691 2,177 0.882 0.882 3,585 (779) (1,685) (133) 2,806 16.2% 23.1% 11.9 5.2 17.1

1% 45% 82% 82% 82% 15% 24% 6% 108% 12% 5% 2% 4%

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2002 basic and diluted net income per share includes a non-cash gain of $.02 per share after taxes, which was recognized on the issuance of stock by Coca-Cola Enterprises Inc., one of the equity investors of this company.

2002 basic and diluted net income per share includes the following charges: $.24 per share after income taxes related to an organizational Realignment. $.19 per share after income taxes related to the Company's portion of charges recorded by the investors of the company. $.16 per share after income taxes related to the impairment of certain bottling, manufacturing and intangible assets. $.05 per share after income taxes related to the settlement terms of a discrimination lawsuit. $.01 per share after income taxes related to incremental marketing expenses in Central Europe.

These charges are partially offset by a gain of $.05 per share after income taxes related to the merger of Coca-Cola Beverages plc and Hellenic Bottling Company S.A. and $.04 per share after income taxes related to benefits from a tax rate reduction in Germany and from favorable tax planning strategies.

DIVIDEND AND CASH INVESTMENT PLAN:

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The Dividend and Cash Investment Plan permits shareowners of record to reinvest dividends from Company stock in shares of The Coca-Cola Company. The Plan provides a convenient, economical and systematic method of acquiring additional shares of our common stock. All shareowners of record are eligible to participate. Shareowners also may purchase Company stock through voluntary cash investments of up to $125,000 per year.

At year-end, 76 percent of the Company's shareowners of record were participants in the Plan. In 2002, shareowners invested $36 million in dividends and $31 million in cash in the Plan.

COMPANY STATISTICS:
The statistics of this company is impressive. Since it is operating through out the world that is why the number of employees and the bottling equipments is highest among the other bottling companies. There is a constant increase in every aspect when we compare the statistics of 2001 and the statistics of 2002. This is because; Coca Cola Company is increasing its volume day by day. The expansion of this company, which shows the success of Coca Cola brands, results in the percentage change in the statistics of the two years. The statistics is as follows. (Table) 2002 Equivalent cases 4.2 billion 2001 3.8 billion

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Bottle and cans Fountain Employees Vehicles Cold drink equipments Facilities Production only Distribution Combination Total Percent of North America population coverage Number of States of Operation Bottle and can equivalent case package distribution Cans Non-refillable bottles Refillable bottles Capital structure Net debt to total capital ratio EBITDA interest coverage Weighted average cost of debt Key Statistics Constant territory bottle and can volume growth Bottle and can net revenues per case change Bottle and can cost of sales per physical case change Reported EBITDA (in billions) Reported EBITDA change Capital expenditures( in billions) %-age of net operating revenues Coverage of North American Can/bottle volume

87% 13% 72,000 54,000 2.4 million 25 385 53 463 80% 46 44% 52% 4% 63% 3 6.3% 3% Flat 1 $1.95 (18)% $0.97 6% 83%

87% 13% 67,000 52,000 2.3 million 25 361 50 436 72% 46 45% 51% 4% 59% 3 6.8% % 2% % $2.39 9% $1.18 8% 74%

EBITDA

is

the

Earnings

before

interest,

taxes,

depreciation,

and

amortization, and other non-operating items.

Net Debt is the Long-term debt plus current portion of long-term debt less cash and marketable securities.

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Equivalent Case or Unit Case is the physical case and fountain gallons converted to a standard unit of measure defined as 24 eightounce servings or 192 ounces per equivalent case sold by CocaCola Enterprises.

PRODUCTS:
There are different brands of the Coca Cola Company, which are currently in use through out the world. This company not only deals in the carbonated drinks but also other drinks. While launching its product, the marketing team considers the culture of the country.

Major brands of coca cola

Coke Sprite Fanta Diet coke Coke classic

The over all volume of this company is as follows.

(Figure)

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The commitment of the company is to devote resources to water only in markets where it expects profitable growth. This strategy has paid dividends. The company has successfully applied its approach to brands in several key markets, including Ciel in Mexico, Mori No Mizudayori in Japan, Bonaqua in Russia and Kinley in India. Backed by a strong network of bottling partners through out the United States, Dasani became the nation's fastest-growing water brand. In Eurasia, the entire Turkuaz brand team worked together to launch Turkey's first purified water brand. This year, Coca-Cola Company also successfully energized a major piece of its beverage strategywater. By the end of 2001, its bottled water volume exceeded 570 million unit cases, making it the second biggest contributor to the growth of the company after carbonated soft drinks. Three of the water brands, Dasani, Ciel and Bonaqua each achieved sales of over 100 million unit cases for the year.

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In 2001and 2002, the company has also made good progress in coffees and teas. Beverage Partners Worldwide, the renewed and strengthened marketing partnership with Nestl S.A., began operations in 2001. This partnership combines Nestl's knowledge in life science, research and development with the expertise of Coca Cola Company in brand building and distribution.

At the same time, the company grew Georgia coffee in Japan by 3 percent through award-winning marketing in a category that was flat for the year. Also in Japan where The Coca-Cola Company is the leader in the total tea category, the secondlargest category in the non-alcoholic ready-to-drink segmentit launched Marocha Green Tea. With sales of 46 million unit cases for the year, Marocha Green Tea is the fastest-growing product in the fastest-growing category: green tea. The popularity of Marocha is also recognized by the industry with a leading trade journal naming Marocha the most popular new food and beverage product of the year.

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Know the most recognized word on the planet after OK!

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Among the soft drinks Fanta and Sprite become successful along with the major brand Coca Cola and Diet Coke. In key markets, the company has created new packaging sizes to satisfy consumer demands.

Increasingly, Mexican families have lunch together at home. The average Mexican household drinks two-and-a-half liters or more of soft drinks during that break, while a two-liter bottle was the largest available package. So the company introduced a convenient 2- liter bottle to select regions, contributing to the sale of nearly 1.5 billion unit cases of Coca-Cola in Mexico this year. This larger bottle will complete its nationwide rollout in 2002. In China, Coca-Cola is an integral part of holiday celebrations and the family get-togethers that accompany such events. Through an intense focus on Coca-Cola, innovation and new beverages, it has achieved volume growth of 10 percent in 2001. In China, sales of Coca-Cola increased by 6 percent. In the United States, recognizing that consumers often enjoy their diet Coke with a slice of lemon, the company "bottled" the concept. The resultdiet Coke with lemon contributed to volume growth of 4 percent for the number-one diet.

Soft drink in North America: diet Coke. The company increased its two largest bottle sizes during the 2001 holidays, and festival packaging helped drive a 6 percent volume increase for Coca-Cola. The packaging innovations do not just involve resizing. The company has also responded to consumers' changing fashion styles with new bottles.

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With brands such as Minute Maid, Hi-C, Simply Orange and Disney juices and juice drinks in the United States, Qoo in Asia, Kapo in Latin America and Bibo in Africa.

This year, the company re-launched its global sports-drink business, investing in new products, packaging, positioning and marketing. The results speak for themselves: its global sports drinks, led by Powerade and Aquarius, grew by 13 percent in 2002, nearly double the growth rate of the worldwide sports-drink category. Revitalized in the United States, the company introduced Powerade in nearly every major Western European market, including Great Britain, Germany and Spain, as well as in Mexico and Latin America. The company launched 27 products in 2001.

The commitment of the company to packaging innovation also resulted in new initiatives for our fountain business, a channel through which many consumers enjoy Coca-Cola. In the United States, the company developed Fountain, a total beverage dispensing system that is more flexible and more reliable. Two years of research resulted in a dispensing system that provides exceptional beverage quality, easy to upgrade technology, brand and graphic customization and improved reliability.

STRATEGIC PLANNING
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In the year 2002, the company had a great success, as the strategy worked which resulted in making Coca Cola Company the worlds leading company. In 2001, company accomplished the crust of its strategy as

Worldwide volume increased by 4 percent with strong international growth of 5 percent and clear signs that our North American business is growing solidly and predictable.

Earnings per share grew by 82 percent, as we delivered on our commitment to create volume growth while aggressively

Return on common equity grew from 23 percent in 2000 to 38 percent this year.

Return on capital increased from 16 percent in 2000 to 27 percent in 2001. The company has generated free cash flow of $3.1 billion, up from $2.8 billion in 2000, a clear indication of its underlying financial strength.

The strategy for the future of the company is very straightforward. The marketing strategy for the year 2002 is as follows,

Accelerate carbonated soft-drink growth, led by Coca-Cola. Selectively broaden the family of beverage brands to drive profitable growth. Grow system profitability and capability together with our bottling partners.

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Serve customers with creativity and consistency to generate growth across all channels.

Direct investments to highest potential areas across markets. Drive efficiency and cost-effectiveness everywhere.

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MAJOR COMPETITOR PEPSI INTERNATIONAL

HISTORY

PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion and over 143,000 employees. The company consists of the snack businesses of Frito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana North America and PepsiCo Beverages International; and Quaker Foods North America, manufacturer and marketer of ready-to-eat cereals and other food products. PepsiCo brands are available in nearly 200 countries and territories. Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.would entertain the listener with the latest musical selections rendered by violin or piano or both. The new name, Pepsi Cola, is derived from the two of the principle ingredients, Pepsin and Kola Nuts. It was first used on the August 28. At that time, Bradhams advertising praises his drink as Exhilarating, invigorating, aids digestion.

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1990-2002

The advertisement of the Pepsi changes to, You got the right one baby, UhHuh!.With the extensive usage of the stars in the adds, the popularity of Pepsi increase. In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest selling ready-to-drink tea brand in the United States. Outside the United States, Pepsi-Cola Company's soft drink operations include the business of Seven-Up International. Pepsi-Cola beverages are available in more than 190 countries and territories. In Asia, they selected Delhi to make their regional office. This was done in 1970. This regional office is monitoring all the operations carried out in South West Asia. This plant was established at Delhi in 1974. The total capacity of the plant is 30,000 cases per day. They have four filling lines in the plant operating on the three shift bases. Each shift is of eight hours. They have permanent work force of 750 people and they employee approximately 1000 people more on temporary basis during summer season.

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Pepsis Products

Pepsi Teem Mirinda Pepsi Max Pepsi Lemon Pepsi Blue Mountain Dew 7up

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COCA-COLA AT A GLANCE
WELCOME Welcome to the Coca-Cola system. The Coca-Cola system, the largest carbonated beverage manufacturer and marketer in the world. FUN FACTS Every day, consumers in approximately 206 countries around the world drink an average of 7000 Coca-Cola beverages per second. Stacked on a football field, the bottles would form a mountain 325 miles high, 59 times taller than Mt. Everest. Throughout the project, there will be opportunities to think about and apply the information we are learning. PARTICIPANTS FEEDBACK To improve the quality of training programs produced by the Coca-Cola system. It is important for the training developers to receive feedback about each program. Each module of this project deals with a different aspect of Coca-Cola system. PURPOSE To introduce the concept of Coca-Cola specialness and some of the basic values of the Coca-Cola system. REASON FOR PROJECT SPECIALNESS So I will realize that I have joined a special organization. Organisation. Coca-Cola is indeed a special product. Coca-Cola has been around since 1886 and during this time has world. It is a registered trademark that everyone understands. When people think of Coca-Cola, they think of refreshment. Coca-Cola is a product which cuts across culture, gender, age, race, religion with F.F.C. i.e. Food, Fun and Conversation products have a place in almost any occasion and are association. Coca-Cola products help create an atmosphere in

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which people take a break and socialize Coca-Cola is known and used worldwide and has special meaning for everyone. To contribute to the success of this special product in the future. It is important to understand that our success depends on the people who buy our products: Our customers and our consumers. The satisfaction of both of these groups is very important to our success. CULTURAL NORMS There are two important things we have to do:(1) (2) Enhance the Coca-Cola trademark and Satisfy Customer needs and expectations. The customer is always right Manage change or change manages you. Think global, act local. MISSION To be recognized as the global business leader, we must labour daily to distinguish ourselves. Our ultimate challenge is to make all of our assets, our trademarks, godown, our.customer relationships distinctive in every way. That ability is almost entirely dependent on the skills of our People and the ideas and execution they bring. We will continually strive to enhance every aspect of product and package quality. COMMITMENT Every achievement in our history can be traced directly to the inspiration, skills, courage and discipline of our people. ORIGINAL COMPANY PROFILE AND A GLANCE COCA-COLA COMPANY ATLANTA U.S.A. (ESTD. 1836 A.D.) MISSION : Creation of value for company share owners.

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OBJECTLESS

Customers Satisfaction Benefit of Society Business expansion Industry leadership Global presence

CEO MARKET VALUE

: :

DOUGH INVESTOR $15015 Global 188 nations to be precise Coca-Cola classic Cherry Coke Diet Coke Fanta Sprite and Many other Regional Brands

PRODUCT AREA : PRODUCT RANGE :

STATUS ACHIEVEMENTS

: :

Global leader in soft drinks Industry leadership worlds most admire corporation

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ORGANISATIONAL STRUCTURE OF COCA-COLA

(i) (ii) The production of beverage goods and The supply of individual satisfaction of refreshment This social system possesses two chief aspects:(a) The technical means consists of all those physical items related to the task of technical production, i.e. technology in its hardware sense. (b) The human organization means what might be called technology as software, i.e. the division of labour into work roles, but it also comprises a social organization. The Coca-Cola has three main aspects. The first is the static, dynamic and operating. Thus, all are inter-related and inter-dependent. The human organization is constantly moulding and recreating the technical organization either to achieve more effectively the common economic purpose or to secure move satisfaction for its members. Likewise changes in the technical organization require an adaptation on the part on the human organization. The Hindustan Coca-Cola Beverage Pvt. Ltd. at the top level of hierarchy. There is the Area General Manger, Mr. Durgesh Telang. The whole organization has been divided into four departments and these departments and these departments are as such:1. 2. 3. 4. FINANCE DEPARTMENT PERSONNEL DEPARTMENT PRODUCTION DEPARTMENT SALES & MARKETING DEPARTMENT

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1.

FINANCE DEPARTMENT: The function of this department is to maintain the account, Assets and

Liabilities in a way that they will at all times reflects the complete and value. Under every Finance Manager, Mr. B. Jayram followed by Asstt. Account Manager Mr. Harish. 2. PERSONNEL DEPARTMENT: Human Resource Department or Personnel department deals with the effective control and use of manpower as distinguished from other source of power. The personnel department is headed by Area Human Resource Manager who works with the help of H.R. assistant and executive. 3. PRODUCTION DEPARTMENT Manufacturing process is the core of the production department. It plays a significant role for the manufacturing organization or industries. Production means Creation of utility and covers all activities of procurement, allocation and utilization of resources. Production function involves an organizational activity for converting raw material into finished goods or product desired by the customers and consumers. The production department is headed by Production manager Mr. Ajay Sharma.

Raw Material

Machine

Bottler

Customer & Consumer

The Coca-Cola Production system at a glance

4.

SALES AND MARKETING DEPARTMENT: The sales and marketing department is directly concerned with the customers

and consumers for the demand and supply of products in the market. The

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department is headed by sales and marketing manager Mr. Ratnesh Yadav besides Mr. Yadav there are sales and marketing executive, who reports to the sales manager. At the same time the manager can also directly contact to these executive if required.

PROMISE OF COKE
The basic proposition of our business is simple, solid and timeless. When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business.

TARGET MARKET
Cokes commercials basically based on young generations, So, the young generation is the target market of Coke because they want to represent Coke with the youth and energy but they also consider about the old people they take then as a co-target market.

MAJOR SEGMENTS

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Major segments are basically those people who take this drink daily and those areas where the demands is higher then the other areas. There are so many people who take this drink daily and those people who take weekly and those who take less often are always there as well. So, their basic segments are those people who take this drink regularly.

FACTORS EFFECTING SALES

There are so many factors, which affects the sale of coke. Here we are discussing three major factors which effects coke. Per capita income Competitors Weather

Per Capita Income

First we will discuss about Per capita income. This is major factor that affects the sale of this soft drink. Because which every passing year budgets are becoming very strict and tight in order to purchase things. So the disposable incomes of the people are coming down. They spend heavily on rents, utilities, and education and basic necessities and after that when they get extra money they think about this soft drink .So the decreasing per capita income effects badly in selling and production of this soft drink.

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And to get through with this difficulty there is need to increase the level of per capita income of Pakistan because it is much lesser than the rest of the countries.

Competitors
Cokes major competitor is PEPSI and there is no hesitation to say this because every one knows that and all the other cold drinks and water, coffee, tea are the competitors.

Weather
Weather is the third major factor in effecting the Cokes selling. This is underdeveloped market so the cokes consumption in summers is 60% and in winters is 40%.

MAJOR CUSTOMERS NEED

First of all the majority dont care that what they are going to have. In other words, they dont care before drinking that whether it is Pepsi or coke. They dont actually differentiate between these two brands in order to their tastes. Consumers basically drink what they get. They believe on WHAT COLD THEY SOLD Consumers availability in brands is basically works like: 45

Push availability Pull consumers demand. For this reason Coca-Cola have provided their coolers and freezers in the market. They have maximum number of coolers and freezers in the market. They provide this infrastructure free of cost just to provide child coke to their customer, which they want to be purchase. Their salesman and mechanics regularly visit all the shops where coke has its infrastructure to check that either it is in proper condition or not, if not then they immediately change or repair it.

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MAJOR COMPETITORS

Consumers firstly decide that they are going to have a soft drink. Then they compete brands with each other. Like they compete Coke with Pepsi and Sprite with 7up and team .So the major competitor of Coke is Pepsi. When they motivate to any other brand or on Coke its in instinct basically that based on messages derive certain feelings. But Coca Cola thinks in a different way, they believe that RC Cola, new coming AMRAT Cola, and all juices, even they take water and tea as their competitors.

STRATEGIES OF QUALITY

After Micro and macro analysis Brand coke is primarily role 1. Enhance competition moments 2. When people watch cricket 3. Through commercialization 4. Fun time Though these strategies there could be better understanding and better connection with the public. These are the key consumption.

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THREATS FROM COMPETITORS

Threats are well planned. Price is the major threat. When price goes certain beyond the exact price whether come down or go higher its effects the consumption of soft drink. Because when the price go higher people go for the substitute of coke i.e. Pepsi. And when price goes down they think that there is must be some thing wrong in it. In short it all depends on customers perception.

TARGETS THAT WOULD LIKE TO ATTAIN

Every organization runs on the bases of profit maximization so Coke is also looking for a high profit margin.

There are three major ways of making money

Over night profit Windfall profit Ethical and un-ethical ways

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Over Night Profits

They could be over night profit that is for the number 1 brand for the year. This could be got my increasing sales volume

Windfall Profit

Can be windfall profit. They are the extras profit. When the consumption the consumption is on boom. So, there is different kind of profits.

Ethical And Unethical Ways

Profit can also get through ethical and unethical ways. They believe on this quote Every thing is fare in love and war.

Some profits stays for some time like over night profits and some just come and go like wind fall profits. And they can also get profit through different approaches.

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EXPANDING TARGET MARKET

In last 2 years Coke has come back in aggressive manner.

Consumer has choice Attractive brand name Brand differentiating

Consumer Has Got Choice

Now the consumer has got choice. Because now they know the name of another big brand, though coke is the 2nd best name but it can get a better position after some time

Attractive Brand Name

Now the consumers know the Name of Coke, because Coke is the name, which is the most popular after the word ok. So people can better differentiate brands with each other.

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Brand Differentiation

Now different companies have got different brand names. So, people can distinguish between brands. Two major brands coke and Pepsi also have brand names.

Coca Colas Brand

Coca cola is US brand. Because they believe in the togetherness, being people together and friends are being together. Coca Cola strongly believes that Pakistani temperament is US not ME

Pepsis Brand

Pepsis brand is basically is basically ME branded. They use the temperament of ME. In contrast to Coke they believe on individual struggle.

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THREATS AND OPPORTUNITIES FOR PRICE

Opportunities

If Coke is considered a luxury product. Then there is the tax rate system 15% - sales tax 20% - excise duty 27% - goes to government 03% - In making Budget

After paying all these taxes coke has to pay electricity charges. We have to spend on distributions. After paying all these expenses Cokes margin squeezed and consumers have to pay for increasing tariffs. These are the opportunities through which we can increase the price and can get profits.

Threats

There are much more threats in increasing prices. Because same problem of substitute. If Coke increase the price lets say 1 rupee. Then people definitely wont go for coke. They have the best substitute of Coke that is Pepsi. So these are the threats in increasing prices. Coke will lose the margin of its profit and can face loss.

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STRATEGIES OF GETTING GOALS I.E. HIGH PROFITS

To increase the price is the least thing, which Coke can adopt. There are so many ways through which Coke can increase the profits. Some major ways are as follows.

Volume can be increased Interest level of consumers To take part in energetic festivals

How to increase the volume of consumers?

Coke can increase the volume by expanding the industry of coke. Through advertisements, offering different interesting things to attract people towards this product.

How to increase the interest level of consumers?

Coke is increasing the interest level of consumers by offering different flavors.

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For example Coke is increasing the number of flavors in Fanta, this is one of the product of coke. Through offering different flavors Coke can increase the Level of consumers and through this profits can be gained.

How to take part in energetic festivals?

Coke is already taking part in the festival like Basant since last 3 years. Coke offers different attractive things in their festival and through this Coke gained high profit and consumption of coke increased on these occasions.

And this year in this year 2002 people were anxiously waiting that what interesting thing coke is going to offer.

MARKETING STRATEGY

Our local marketing strategy enables Coke to listen to all the voices around the world asking for beverages that span the entire spectrum of tastes and occasions. What people want in a beverage is a reflection of who they are, where they live, how they work and play, and how they relax and recharge. Whether you're a student in the United States enjoying a refreshing Coca-Cola, a woman in Italy taking a tea break, a child in Peru asking for a juice drink, or a couple in Korea buying bottled water after a run together, we're there for you. We are determined not only to make

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great drinks, but also to contribute to communities around the world through our commitments to education, health, wellness, and diversity. Coke strives to be a good neighbor, consistently shaping our business decisions to improve the quality of life in the communities in which we do business. It's a special thing to have billions of friends around the world, and we never forget it.

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MARKET POSITIONING
Product Range

The total range of Coca Cola company in Pakistan includes: Coke. Sprite. Fanta. Diet Coke.

And company offers their products in different bottle sizes these includes:

SSRB LRB NRB PET 1.5 CANS

(standers size returnable bottle) (litter returnable bottle) (no return bottle) or disposable bottle (1.5 litter plastic bottle) (tin pack 330 ml)

Packing

Coca cola products are available in different packing 56

24 regular bottle shell 6 bottle pack for 1.5 pets 12 bottles in a pack for disposable bottle 24 cans in one pack.

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PRICE STRATEGY
Trade Promotion
Coca cola company gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles, by this these retailers and middle man push their product in the market. And thats why coca cola seen more in the market. And they have a good sale in the market because according to the expert which product seen more in the market that sells more. Seen as sold

They do agreements with a shop keepers and stores to exclusive sale in that stores. These stores are called as KEY accounts in their local language. And coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives.

Different Price In Different Seasons

Some times Coca Cola Company change their product prices according to the season. Summer is supposed to be a good season for beverage industry in Pakistan. So in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle.

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PROMOTION STRATEGIES
Getting shelves
They gets or purchase shelves in big departmental stores and display their products in that shelves in that style which show their product more clear and more attractive for the consumers.

Eye Catching Position

Salesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores.

Sale Promotion
Company also do sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share.

UTC Scheme
UTC mean under the crown scheme, coca cola often do this type of scheme and they offer very handy prizes in it. Like once they offer bicycles, caps, tv sets, cash prizes etc. This scheme is very much popular among children.

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DISTRIBUTION CHANNELS

Coca Cola Company makes two types of selling Direct selling Indirect selling

Direct Selling
In direct selling they supply their products in shops by using their own transports. They have almost 450 vehicles to supply their bottles. In this type of selling company have more profit margin.

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Indirect Selling

They have their whole sellers and agencies to cover all area. Because it is very difficult for them to cover all area of India by their own so they have so many whole sellers and agencies to assure their customers for availability of coca cola products.

FACILITATING THE PRODUCT BY INFRASTRUCTURE

For providing their product in good manner company has provided infrastructure these includes: Vizi cooler Freezers Display racks Free empty bottles and shells for bottles

ADVERTISEMENT

Coca cola company use different mediums Print media

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Pos material TV commercial Billboards and holdings

Print Media

They often use print media for advertisement. They have a separate department for print media.

POS Material

Pos material mean point of sale material this includes: posters and stickers display in the stores and in different areas.

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TV Commercials

As everybody know that TV is a most common entertaining medium so TV commercials is one of the most attractive way of doing advertisement. So Coca Cola Company does regular TV commercials on different channels.

Billboards And Holdings

Coca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards.

EXPECTATIONS FOR THE COMING YEAR

Every thing starts from the attitude of consumers behavior. And the basic key to attract the consumers is to throw the money away.

And positive feeling felling with the brand, which they used to have Coke wants to advertise their products heavily in the coming year. And it will take the 10% of their profits. And when we take it as a global level it is $ I billion.

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Coming year is the challenging year for the industry of Coke. They have to take lots of decisions that how to increase the production and where they have to spend money. For gaining success in coming year they have to have some important things like: 1. Loyal consumers are important for companys success. 2. Workers should be the brand centric not the promotion centric. 3. They should know how much to for the brand activities. 4. They should also know that how much to do with the promotion activities for brand.

HOW COKE DETERMINE THE YEARLY BUDGET

Coke determines its yearly budget by the Sales volume Profitability Target volume

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Sales Volume

Coke determines its yearly budget through the sales volume. They first concentrate on the thing is what is the condition of their sales? if the condition is good of their sales then they definitely increase their production and sales volume. Otherwise they concentrate on their old strategies.

Profitability:

The second thing through which they determines budget is the profit. If they are getting profits with the high margin, then they definitely want to increase their profits in the next coming year. Every organization runs on the basis of getting high profits. No organization wants to face Loss in their business. To get profit is the first priority of the Coke.

Target Volume:

To run the business every industry has some targets, which they want to achieve in a specific time period. If industry achieves those goals in that period then for the coming year it increases the volume of the target.

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So Coke Follow the same thing it has also some goals and targets to achieve in the given time period. When they succeed to achieve that target then they increase their target volume in the next year.

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SALES PROMOTION ACTIVITIES

Coca-Cola Cricket

Cricket the most sought after; watched & played game in India. The game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time. It has ranged from tobacco to lubricants to communication companies to banks to airlines & lately to the beverage industry. The competition has become tougher & tougher as the time has progressed.

Coca-Cola realizing the fact that cricket is a very strong element by which it can reach it consumers & masses invested in the opportunity and launched a massive campaign on mass media showing all these cricket stars endorsing & complimenting Coca-Cola brand. The Coca-Cola Company developed three TV commercials & four testimonial ads with the player & ran them on the national net work during various cricket matches. These bold steps taken by the Coca-Cola marketing unit acclaimed them many acknowledgements across the board. This campaign helped Coca-Cola to establish its association with the game & the player.

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Coca-Cola Concerts

Akshay Kumar have made an instant hit through his advertisement among the masses in India. His enormous popularity in the country & abroad is supported by Coca-Colas commitment towards providing healthy & fun-filled entertainment for the youth of India. Coca-Cola brought Akshay to his fans through holding concerts & featuring Akshay in a much-appreciated TV featured throughout the country.

The TV campaign focused on the hectic lifestyle of a pop star who found respite & relief through Coca-Cola in short moments that he had to himself during a concert. Coca-Colas brand positioning of providing deep down refreshment for the body, soul & mind were captured accurately in the TV & depicted aptly how the drink completes the moment for Akshay.

Coca-Cola Food Mela

With a splash of food, fun & prizes to be won, the Coca-Cola food mela treated the people of Delhi, to a festive food festival comprising of 50 restaurants, spread out all over the bustling citys map. The promotion saw the avid families & friends enjoying the delicacies at the restaurants; all resiliently upholding the Coca-Cola identity.

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Coca-Cola GO-RED

Quenching the thirst of motorist, pedestrians & passerbys during Delhis hottest summer season, Coca-Colas GO-RED teams went out into the cities main quadrants to serve & refresh on the spot with ice-cold Coca-Colas at discounted prices backed by a heavy FM announcement campaign the GO-RED stall, served well to promote the Coca-Cola industry.

Coca-Cola Party in a Park

In June 2000, Coca-Cola created an experiential musical evening in Delhi. This program was recorded and one-hour program shown in the national TV for free.10 million households saw Coca-Cola Party in a Park while 10 thousand people attended the event.

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Coca-Cola Pet Promotion

In 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in India. Targeting house wives & family home, Coca-Colas 1.5 liter Pet bottle, took the limelight & gained momentum with a campaign promoting the unique packaging and its numerous consumer benefits .A treat for the family, Coca-Colas PET was offered through a price-off promotion that said.Go out & get some

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Coca-Cola Diwali Campaign

A very special occasion for the people of Indian Diwali saw another very special Coca-Colas promotion, marketing the popular 1.5 liter PET bottle & the 1 liter bottle with a super price-off promotion.

Coca-Cola Wonder of the World Promotion

In July 2000, Coca-Cola set the stage of the grand UTC promotion. Coca-Cola went ahead with the idea of giving consumer chances to win fabulous, magical dream vacation to numerous wonder destination throughout the world on every purchase of a 250 ml RGB bottle of Coca-Cola, Sprite, & Fanta.The promotion gave consumers a chance to win free drink, a trip to PARIS, HOLLYWOOD, NEWYORK, SINGAPORE & CAIRO along with airfare & four nights free stay in these dream lands. The promotion saw avid consumer collecting Coca-Cola Crown caps & sparked a keen response from the public , rendering an outstanding testimonial campaign in the second phase, highlighting the winners over whelmed in the magical delight of their favorite beverage Coca-Cola.

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Coca-Cola & Nokia

In August 2001, the new under-the-crown promotion Nikla Kiya?(What have u won) was launched in collaboration with Chimera Nokia.The promotion gave consumer a chance to win thousands of Coca-Cola branded Nokia 3310 cellular phones on every purchase of 750ml RGB bottle of Coca-Cola ,Sprite, & Fanta.The other highlight of promotion was the Caught Red Handed campaign. Branded Coca-Cola with caught red handed team in them went to Delhi & Karachi for three days, with target that anyone being caught drinking Coca-Cola will be awarded a nokia 3310 mobile phone & if someone is caught talking on a nokia mobile will win free supply of Coca-Cola. Caught red handed become a huge success among the masses as it was one to one interaction between the Coca-Cola brand & the consumers. This activity helped billed confidence and brand loyalty among core consumers.

Coca Cola TV Mazza

The coca cola new campaign is coca cola tv mazza, it is a utc scheme in which people are getting television sets of different sizes. These days this scheme is very popular among the people.

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Coca-Cola & Mc Donalds

Coca-Cola & key account of MC Donalds launched the we go together joint promotion to reinstate amongst consumers a real sense of the affinity that, both shares globally. The promotion kicked off with pos material (Danglers, Bunting etc) displayed at all MC Donalds restaurants along with a special offer for coke & fries.

Fanta & Sprite Launched

In November 2000moving on to the Sprite & Fanta brands, the consumers in India witnessed a soft launch in essence. The Coca-Cola Company declared the new Non-Returnable bottles of Sprite & Fanta as the New, On the Go Packs flaunting the innovative packaging convenience. Fanta & Sprite are sure to enjoy considerable success in India.

Diet Coke
After the acquisition of the individual local franchise bottling facilities in 1996, the company has successfully launched its first new product, diet coke, for the first time in almost 3 years. The was linked with three fashion shows as Diet Coke is related to fashion & fitness, but the major hit was thematic fashion shows in restaurants, which are the key accounts of the company as this has been never done before in India.

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CONCLUSION

After thorough research, we come to the conclusion that the marketing strategy of Coca Cola is working for them and the product is gaining popularity among youth day by day.

RECOMMENDATIONS

After completing our project we have concluded some recommendation for the coca cola company, which are following.

Coca Cola Company should try to emphasis more on providing their infrastructure in the market to facilitate their customers.

According to the survey, conducted by the international firm Indians people like little bit sweeter cola drink. So for this coca cola company should produce their product according to the local demand.

Marketing team should try to increase the availability of Coke in rural areas. They should also focus the old people.

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 Now young generation has a trend to drink a coke 2 regular bottles at same time, so providing more satisfaction to them company should introduce liter disposable bottle.

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PEST ANALYSIS OF COCA-COLA

There are four variables, which we will discuss in our report, they are:

POLITICAL VARIABLES

Political variables

Strongly Effected

Some what Effected +

No Effect + NE

Some what Effected

Strongly Effected

Effects of government regulations & deregulations Effect of environmental protection laws if any Import and export regulations Effect of political conditions in certain countries of Coke Any effect of election, military take over, Revolution at Coke

++

YES NE NE

YES

Conclusion Of Political Analysis:

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As far as the above table is concerned it could be seen that there are very little chances of political variables to effect the cokes production and selling behavior. In the political variables most of the things are related to Governmental activities. So, they dont leave any good or bad impact in the Industry of coke.

And there are some exceptional things like: environmental protection laws they some what effect the industry of Coke. From last two years Government is going to be really very much conscious about the environment. But after making the adjustments in plants and applying the proper way of wastage the chances of being affected by the protection laws are going to be diminished. So it impact good for the Cokes reputation. And the second thing in political variables which effects Coke is elections & military take over Because in the days of elections and marshal laws condition the countries production in any field is declined. So it affects slightly the revolution of Coke.

So political conditions are over all leave neutral effects on cokes industry.

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ECONOMICAL VARIABLES

Economical Variables

Strongly Effected

Some what Effected +

No Effect +

Some what Effected

Strongly Effected YES

Do soaring interest rates make business task any harder Any effect due to inflation Anything done to reduce unemployment Any effect of 11th September 2001, incident at Coke in India

++

YES YES NE

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Conclusion Of Economical Analysis

It could be seen that economical variables highly affects the Cokes resolution. Economic factors are those actors who effect the production of any industry. So, Coke is not the out of question. If the economic conditions of the country is not that strong and Coke increases its Price in this situation. Then it would impact highly negative. And inflation is also not a good position for any countrys production point of view. It also impacts highly negative in the Cokes production.

And as a country concerned like India where the unemployment rate is very much high. The Coca-Cola system in India employs 1,800 people. During the last 2 years, the Coca-Cola system in India has involved over $130 million (U.S). When we draw the conclusion of economic variables. Then we come to know that if economic variables are in the favorable position of country then they impact good other wise the impact highly bad.

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SOCIAL VARIABLES

Social variables

Strongly Effected

Some what Effected +

No Effect +

Some what Effected

Strongly Effected

Effects of advertisement of Coke on Public popularity How will do Cokes contribution affect charity organizations of India Has rising consciousness of natural resources in people effected your save environment activities.

++ YES YES

YES

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CONCLUSION OF SOCIAL ANALYSIS

EDUCATION

The Coca-Cola Company has always believed that education is a powerful force in improving the quality of life and creating opportunity for people and their families around the world. The Coca-Cola Company is committed to helping people make their dreams come true. All over the world, we are involved in innovative programs that give hardworking, Knowledge-hungry students books, supplies, places to study and scholarships. From youth in Brazil to first generation scholars, educational programs in local communities are our priority.

ENVIRONMENT

A large part or our relationship with the world around us is our relationship with the physical world. While we have always sought to be sensitive to the environment, we must use our significant resources and capabilities to provide active leadership on environmental issues, particularly those relevant to our business. We want the world we share to be clean and beautiful. We are always innovating to bring you different delicious beverages. This same spirit of innovation comes alive in our environment

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programs. Were committed to preserving our environment, from use of more than $ 2 billion (U.S) a year in recycling content and suppliers, and environment

Management

initiatives,

down

to

very

local

neighborhood

collection

and

beautification efforts. Heres a sample of what were doing in different communities around the world regarding the conservation of water and natural resources, climate changes, waste environment education. The Coca-Cola system in India operates through eight bottlers. Four of which are majority-owned by Coca-Cola Beverages India Limited (CCBPL).

COMMUNITY INVOLVEMENT:

In 2000, when eastern India suffered its worst droughts, The Coca-Cola system initiated a famine-relief program to help victims and was the first private-sector company to assist. The Coca-Cola system in India initiated a voluntary Hajj program that allows one employee from each plant, selected through a draw, to be sent on the Holy Pilgrimage to Mecca at the Companys expense.

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TECHNOLOGICAL VARIABLES

Technological variables Have business innovations effectively promoted your business Has the governments regulations ever hindered in importing technical equipment Does Coke help in promoting paperless environment

Strongly Effected ++ YES

Some what Effected +

No Effect +

Some what Effected

Strongly Effected

YES

YES

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Conclusion Of Technological Analysis

Of course business innovation leaves highly good impacts in the business of Coke. As coke use more advance technology in its production process. It will resulted in increment of their production through out the country.

As far as the governmental hindrances are concerned the impacts highly bad on cokes production. Ever year when budget in announced government taxes rates always shoot up. This approach of government decreases the profit margin of Coke.

As the coke helping in promoting paperless environment .it impacts good, because computers are the basic need of any person now a days. And though its a big industry so it is promoting the trend of paperless environment. And it is giving the way of other industries to come to new technologies and into a new world of business. Through computers coke can increase the efficiency of its business and can have up to-date data about their productions.

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OVER ALL RESULTS OF PEST ANANYSIS

After our studies and analysis of CCBPL (Coca-Cola Beverages Private Limited), we came up with the very interesting report of facts and figures. Coca-Cola is no doubt one of the most popular beverage company and its product COKE is one of most consumed cola drink. They spend billion of dollars on their advertisement, promotions and recreational campaign.

Coca-Cola is a close competitor of Pepsi and it certainly gives its rival a tough time. Coca-Cola is a 27% shareholder in the India market and they dont want to stop here!! Its target market is to achieve a much higher %age. Coca-Cola has about 2000 employees at Indiai plants. Delhi plant of Coca-Cola is one of the beautiful plant in Asia, Situated on Raiwand Road.

Coca-Cola has always had a close consumer and supplier relationship with its customers. Its entertaining and colorful advertisements have always and will always rock the media. Indiai rock stars, sportmen and actors have played a very vital role in making Coca-Cola such a popular beverage.

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CONCLUSION:

Coca-Cola no doubt come the heart beat of Indians. Coca-Cola is one of the leaders in sponsoring the most important, thrilling events. E.g. Cricket matches, concerts and many other social occasions. Event at the present they are organizing a various programs for which they busily organizing stuff.

So

Jo chaho ho jaye cocacola enjoy

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