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Project On Innovative Marketing Strategy Adopted by Coca Cola Company
Project On Innovative Marketing Strategy Adopted by Coca Cola Company
1.1 INTRODUCTION
This project is focused on studying the innovative marketing strategies adopted CocaCola.
The Coca-Cola Company by is the global soft drink industry leader, with world
headquarter in Atlanta, Georgia. The company and its subsidiaries employ nearly 30,000
people around the World Syrups, concentrates and beverages base for Coca-Cola, the
company flagship brand & over 160 other company soft drink brands are manufactured and
sold by Coca-Cola company and its subsidiaries in nearly 200 countries the world. In fact
approximately 70% of company profit come from outside the United States.
Coca- Cola company the global soft drink industry leader controlled Indian soft drink
industry till 1977. In 19393, the Coca-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 become very tough. The major competitor at that time were pepsi and parle.
Parles best know brand includes ThumsUp, Limca, Citra and others had a market share of
20%.
Now Coca-Cola had to make some strategies to survive in this tough competition. For
this Coca-Cola decided to take over parle, so that the company can take the advantage of
parles network. This decision was proved very beneficial for Coke as it had ready access to
over 2,00,000 retailer outlets and 60 bottlers of parles network.
Coca-Cola company know their is so much potential in the Indian soft drink industry
and the can increase their sales by marketing strategies. So, they are spending a huge amount
of money on advertising and other sales promotional activities of their brands.
1.3 HYPOTHESIS
Primary Data:
It is the source which collect the primary data through Questionnaire and Primary
source is used by the face-to face survey with the consumer of the company.
Secondary Data:
Secondary source is the internet, magazines and reference books of the research.
Philip Kotler: Philip Kotlern (born May 27,1931 in Chicago, Illinois) is an American
marketing author, consultant and professor; currently the S. C. Johnson Distinguished
Professor of International Marketing at the Kellogg School of Management at North-Western
University.
Lonnie Bell: Lonnie Bell is a published author of childrens books. Some of the published
credit of Lonnie Bell include The History of the New England Patriots, The History of the
San Francisco 49Ers, The History of the Coca-Cola.
Mari Samith: Mari Samith is one of the worlds leading social media thought leaders with
deep expertise in Facebook marketing.
Peter Fisk: Peter is a bestselling author, keynote speaker and expert business advisor. His
new book Gamechangers: Creating Innovative Strategies for Business and Brands: is just
published.
1.8 REFERENCES
1. Kotler, Philip & Zaltman, Gerald (July 1971). Social Marketing : An Approach to Planned
Social Change. Publisher: American Marketing Association.
2. Kotler, Philip (1967). Marketing Management: Analysis, Planning and Control. Publisher:
Prentice Hall. Page no. 72.
3. Bell, L.,( 2003). The story of Coca-Cola: Built for success. Publisher: Smart Apple Media.
Page no. 2-4.
3. The Annual Coca-Cola Report (Available at:http://www.cocacolacompany.com/investors/2014-annual-report-on-form-10-k
(Accessed on 9th October,2015)
4. Khatri, Shruti & Verma, Maridu(2006). Coca-Colas Advertising Strategies: Changing
with Times. Publisher: IBS case development center.
CHAPTER 2
PROFILE OF THE RESPONDED
2.1 GENDER
Form Fig 2.1, we come to know that the gender ratio of the total respondents is almost 11:4
(male: female). Out of 30 respondents there are 22 male and 8 female, that means 73% of
total respondents are male and 27% of respondents are female.
Frequency
22
8
30
80
Percentage(%)
73
27
100
73
70
60
50
40
Frequency
Percentage(%)
27
30
22
20
8
10
0
Male
Female
Particular
16-30
31-45
46-59
60 0r more
Total
Frequency
21
8
1
0
30
Percentage(%)
70
27
3
0
100
15
No.of people
10
5
1
0
16-30
31-45
46-59
Age Group
60 or0more
2.3 OCCUPTION
From the fig. 2.3 we can comprehend that 30% that is 9 respondents out of 30
respondents belong to student and 76% of total respondents belong to working. This is
because most of the consumers that prefer or consume Coca-Cola products belong to this
categories. Only 8% belong to unemployed people.
Frequency
9
20
1
30
Percentage(%)
30
67
3
100
Unem[ployed; 3%
Student; 30%
Student
Working
Unem[ployed
Working; 67%
who said they preferred other drinks. 30% (9 people) who said they preferred both drink
Coca-Coca as well as other product because test are more or less same .
Frequency
17
4
9
30
Percentage(%)
57
13
30
100
Frequency
6
10
9
5
30
Percentage(%)
20
33
30
17
100
35
30
30
20
25
20
17
Frequency
15
10
10
6
Percentage
9
Percentage
Very often
Often
Natural
Frequency
Not often
Frequency
13
3
14
30
Percentage(%)
43
10
47
100
Frequency
9
13
1
7
30
Percentage(%)
30
43
3
24
100
Ineffective; 24%
Very effective
30%
Very effective
Effective
Very ineffective
Very ineffective; 3%
Ineffective
Effective; 43%
2.8 RECOMMENDATION
Recommendation and suggestion from customer is effective of company. Customer
recommendation and suggestion also implied at the time of innovative in marketing strategies
Frequency
27
3
30
Percentage(%)
90
10
100
Frequency
5
15
11
30
Percentage(%)
16
47
37
100
16
14
11
12
10
8
6
4
2
0
Cheap
Fewtine a month
No. of people
Once/few time a year
14
Naver
10
12
14
16
Frequency
7
6
7
Percentage(%)
24
20
23
10
30
33
100
Super market
General stores
Restaurants
(McDonald's,KFC etc.)
Cold drink shop
Frequency
22
0
6
2
30
Percentage(%)
73
0
20
7
100
As it can be seen in the table 2.13, it was conducted that 33% of respondents has like
Coca-Cola advertisement on TV, rest 20% respondents say that is good but nothing special
and 27% respondents have said its ok, not bad. Only 20% of respondents dont enjoy
advertisement on TV.
Frequency
10
6
Percentage(%)
33
20
8
6
30
27
20
100
CHAPTER 3
CONCLUSION AND SUGGESTIONS
3.1 INTRODUCTION
In the report we have seen the graph of often buy product price of product after
innovative. In the graph of often buy product we have seen that the buy for Coca-Cola
product is less frequency. It means that with the increase of sales to target. Company have
efficiency of the organization
3.1 SUGGESTIONS
The suggestions made in this section are based on the market study conducted as part
of Coca-Cola India. Coca-Cola have to improve on certain points:
Cost efficiency
To get the achievement of cost efficiency company have to keep certain points in our mind
they are resale of scraps, inventory management, work distribution.
Improving technology
There is no doubt that the innovative, marketing strategy of company is not good, because
many respondents are not satisfy on innovative of company product. But from time to time
the regular improvement of the technology. It improves the quality of the product as well as
save the time.
Other points
1. Perform a detail demand survey at regular interval to know about the unique needs
and requirements of the customer.
2. The company should make hindrance free arrangement for its customers/retailers to
make any feedback or suggestions as and when they feel.
3. The company should focus to bring some more flavours like health drinks and other
low-calorie offerings. Coca-Cola India can also introduce some fruit based drinks, as
it has already entered the energy drink arena with Burn.
4. The company must keep a watch on its primary competitors in market in order to be
able to compete with them.
5. The company should use new attractive system of word of mouth advertisement to
keep alive the general awareness in the whole market as a whole.
6. The company should be always in a position to receive continuous feedback and
suggestions from its customers/ consumers as well as from the market and try to
solve it without any delay to establish its own good credibility.
7. A strong watch should be kept on distributors so that the goodwill of the BRAND
doesnt get affected.
3.3 CONCLUSION
It was observed that Coca-Cola has been perceived quite positively as it has been projected.
People are aware of the Brand & Awareness of Coca-Cola is quite high in the market. When a
product is launched, avid Coke drinkers choose this soda over any other competitor simply
because it's a Coca-Cola product and they trust it.
The data has clearly indicated that Coca-Cola products are more popular than the
products of Pepsi mainly because of its TASTE, BRAND NAME, INNOVATIVENESS
and AVAILABILITY, thus it should focus on good taste so that it can capture the major
part of the market. The study also indicated that the consumers are satisfied with the CocaCola products and purchase them without any specific occasions.
In todays scenario, customer is the king because he has got various choices around
him. If company are not capable of providing him the desired result he will definitely switch
over to the other provider. Therefore to survive in this cutthroat competition, company need
to be the best. Customer is no more loyal in todays scenario, so they need to be always on
your toes.
Coca-Cola products would appear, on the shelf, to have the most expensive range of
soft drinks common to supermarkets, at almost double the cost of no name brands.
This can be for several reasons apart from just to cover the extra costs of
promotions, for which no name brands do without. When people buy Coca-Cola
they are not just buying the beverage but also the image that goes with it, therefore
to have the price higher reiterates the fact that the product is of a better quality than
the rest and that the consumer is not cheap.
BIBLOGRAPHY
Articles:
1.
2.
Websites:
www.coca-colacompany.com
. www.coca-colaindia.com
. www.ibscdc.org