PROJECT REPORT

MANAGEMENT LEARNING IN COCA-COLA Ltd.

THE BUSINESS SCHOOL ,UNIVERSITY OF JAMMU

SUBMITTED BY :
NAME - GEETESH SANGRA
ROLL NO : 21-MBA-2022
MANAGEMENT PERSPECTIVE
Date : 17th January 2023

SUBMITTED TO :
DR. AUBID HUSSAIN
 INDEX

CONTENTS PAGE

CHAPTER 1 INTRODUCTION
1.1 HISTORY AND EVOLUTION OF
COCA-COLA
CHAPTER 2 LITERATURE REVIEW
CHAPTER 3 RESEARCH METHODOLOGY
3.1 OBJECTIVE OF STUDY
3.2 SCOPE OF STUDY
3.3 SOURCE OF DATA
CHAPTER 4 COMPANY PROFILE
4.1 VISION AND MISSION
4.2 SWOT ANALYSIS
4.3 PESTLE ANALYSIS
CHAPTER 5 DATA ANALYSIS
5.1 MARKET SCENARIO
5.2 COMPETITIVE ANALYSIS
5.3 CONSUMER ANALYSIS
CHAPTER 6 SUGGESTIONS & CONCLUSION
6.1 SUGGESTIONS
6.2 CONCLUSION

BIBLIOGRAPHY
 CHAPTER 1
INTRODUCTION

1.1 HISTORY & EVOLUTION OF COCA-COLA

The Coca-Cola Company was founded in 1892 and Today it is mainly engaged in the
production and sale of syrups and concentrates for Coca-Cola, a sweet soda that's cultural an
institution in the United States and a worldwide symbol of American taste.. It sells beverage
concentrates and syrups to bottling and canning operators, distributors, fountain retailers and
wholesalers. The Company’s beverage products comprises of bottled and canned soft drinks as
well as concentrates, syrups and ready to drink powder products. Coca- Cola Company began
building its global network in the 1920s and is now operating in more than 200 countries and
producing around 400 different brand products, the Coca-Cola system has successfully applied a
simple formula on a global scale: “Provide a moment of refreshment for small amount of money-
a billion times a day.”.

Coca-Cola was originated in 1886 by an Atlanta pharmacist, John S. Pemberton (1831–88), at

his Pemberton Chemical Company. His bookkeeper Frank Robinson, chose the name for the
drink which later became the Coca-Cola trademark. Pemberton originally approved his drink as a
tonic for most common ailments, basing it on cocaine from the coca leaf and caffeine-rich
extracts of the kola nut; the cocaine was removed from Coca-Cola’s formula in about 1903.
Pemberton sold his syrup to local soda fountains with advertising, the drink became
phenomenally successful. Another Atlanta pharmacist in 1891, Asa Griggs Candler (1851–
1929), had secured complete ownership of the business (for a total cash outlay of $2,300 and the
exchange of some proprietary rights), and he incorporated the Coca-Cola Company the following
year. The trademark “Coca-Cola” was registered in the U.S. Patent Office in 1893.

Sales have increased under Candler's leadership about 9,000 gallons of syrup in 1890 to 370,877
gallons in 1900. Even during this decade in Dallas, Los Angeles and Philadelphia and the
product have been sold in all states and territories of the United States as well as in Canada. In
1899, the Coca-Cola Company signed its first contract with an independent bottling company,
which was allowed to buy the syrup and produce, bottle, and distribute the Coca-Cola drink.
Such licensing agreements formed the basis of a unique distribution system that now
characterizes most of the American soft-drink industry. Capitalized at $100,000 in 1892 upon
incorporation, the Coca-Cola Company was sold in 1919 for $25 million to a group of investors
led by Atlanta businessman Ernest Woodruff. His son, Robert Winship Woodruff, guided the
company as president and chairman for more than three decades (1923–55).

The post-World War II years Coca-Cola made diversification and did the development and
acquisition of new products. The trademark “Coke,” first used in advertising in 1941, was
registered in 1945. In 1946 the company purchased rights to Fanta, a orange flavor soft
drink previously developed in Germany. The contoured Coca-Cola bottle, first introduced in
1916, was registered in 1960. The company also introduced the lemon and lime drink Sprite in
1961 and its first diet cola, sugar-free Tab, in 1963. With its purchase of Minute Maid
Corporation in 1960, the company entered the citrus juice market. It added the brand Fresca in
1966.

In 1978 Coca-Cola became the first company that was allowed to sell cold packaged beverages
in the People’s Republic of China. In 1982 the company introduced its low calorie, sugar free
soft drink Diet Coke (originally named Diet Coca-Cola). In an effort to address its decline in
market share, the company adopted a new flavour of Coca-Cola in April 1985, using a formula it
developed through taste tests. New Coke was not well accepted, however. Owing to the public
outcry, Coca-Cola brought back its original flavour in July, which was then marketed as Coca-
Cola Classic. From 1982 to 1989 the company held a controlling interest in Columbia Pictures
Industries, Inc., a motion-picture and entertainment company.

New markets opened up for Coca-Cola in the early 1990s; the company began selling products
in East Germany in 1990 and in India in 1993. In 1992 the company introduced its first bottle
made partially from recycled plastic—a major innovation in the industry at the time. Coca-Cola
created many new beverages during the 1990s, including the Asia-marketed Qoo children’s fruit
drink, Powerade sports drink, and Dasani bottled water. Coca-Cola also acquired Barq’s root
beer in the United States; Inca Kola in Peru; Maaza, Thumbs Up, and Limca in India; and
Cadbury Schweppes beverages, which were sold in more than 120 countries across the globe.
In the early 2000s Coca-Cola faced allegations of illegal soil and water pollution, as well as
allegations of severe human rights violations. In 2001 the United Steelworkers of America and
the International Labor Rights Fund (ILRF) filed a lawsuit against Coca-Cola and Bebidas y
Alimentos and Panamerican Beverages, Inc. (also known as Panamco LLC; the primary bottlers
of Coca-Cola’s beverages in Latin America), claiming that the defendants had openly engaged
so-called “death squads” to intimidate, torture, kidnap, and even murder union officials in Latin
America. The controversy gained worldwide attention and led several American universities to
ban the sale of Coca-Cola products on their campuses. The lawsuit was eventually dismissed.

On February 7, 2005, the Coca-Cola Company announced that in the second quarter of 2005 they
planned to launch a Diet Coke product sweetened with the artificial sweetener sucralose, the
same sweetener currently used in Pepsi One. On March 21, 2005, it announced another diet
product, Coca-Cola Zero, sweetened partly with a blend of aspartame and acesulfame potassium.
In 2007, Coca-Cola began to sell a new "healthy soda": Diet Coke with vitamins B6, B12,
magnesium, niacin, and zinc, marketed as "Diet Coke Plus”. On July 5, 2005, it was revealed
that Coca-Cola would resume operations in Iraq for the first time since the Arab League
boycotted the company in 1968.

In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-Cola." The
word "Classic" was truncated because "New Coke" was no longer in production, eliminating the
need to differentiate between the two. The formula remained unchanged.

In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of 16-ounce
bottles sold in parts of the southeastern United States. The change is part of a larger strategy to
rejuvenate the product's image. In November 2009, due to a dispute over wholesale prices of
Coca-Cola products, Costco stopped restocking its shelves with Coke and Diet Coke.
 CHAPTER 2
REVIEW OF LITERATURE

LITERATURE REVIEW
S.no Author Objectives Type of Findings Limitation
. (year) Respondent

1 William G. Six key strategies Coca-Cola's Coca-Cola was -

Rohrer necessary for operations in very successful
(2012) firms to be the United in implementing
COCA- successful with States, China, strategies
COLA: focus on the Belarus, Peru, regardless of the
International Coca-Cola and Morocco. country.
Business Company However, the
Strategy for because they author learned
Globalization have proven that Coca-Cola
successful in did not
their international effectively
operations. utilize all of the
strategies in each
country.
2 Bodi Chu This paper Global Survey After reading Though Coca
(2020) reports a this article, it Cola is
Analysis on longitudinal will be easier for successful
the Success of study on the you to measure But it is
Coca-Cola factors of How Coca-Cola constantly
Marketing successful Coca- operates losing its
Strategy Cola Marketing successfully market share,
Strategy. from three which is not
indicators: mentioned in
advertising, this study.
product
innovation and
brand culture.

3 Vrontis, This paper Global data. There has been -

Demetris; Examines how much literature
Sharp, Iain Coca-Cola has written regarding
(2003) strategically the external and
The Strategic positioned itself often
Positioning of within the uncontrollable
Coca-Cola in world's soft factors which
their Global drinks market. may impact upon
Marketing a firms
Operation positioning
strategy; this
paper looks at
these
externalities and
the internal
controllables in
order to derive a
'best fit' strategic
and tactical
approach.
5 Štofová, L., & To analyzed International Coca Cola's The analysis
Kopčáková, J. investigate Surveys. shares are falling performed in
(2020) market structure and Pepsi's the paper can
and strategic shares are be expanded
pricing for growing, we to include
leading brands focused on the further
sold by Coca- competition perspectives
Cola Company between the two and factors
and PepsiCo. world by which
companies. companies
are affected.

CHAPTER 3
RESEARCH METHODOLOGY

3.1 OBJECTIVE OF STUDY

1. The main objective of the project is to approaches to management by analyzing current

position of Coca- Cola Company.
2. To perform PESTLE and SWOT analysis of Coca-cola globally as well as locally. This
would help us identify areas of potential growth.
3. To understand the reasons behind the purchase of Coca-Cola products.
4. To do Competitive Analysis between Coca-cola and PepsiCo.

3.2 SCOPE OF THE STUDY:-

This study basically tries to discover the current position of Coca-cola in the market. It also tries
to discover the preferences of the customers when posed with a choice between Coca-Cola and
Pepsi.

3.3 SOURCES OF DATA

SECONDARY DATA:-

I have scanned lot of sources to get an access to secondary data which have formed a reference
base to compare the research findings. Secondary data in this study has provided an insight and
forms an outline for the core objectives established.

The various sources of secondary data used for this study are:-

1. Newspapers.
2. Magazines.
3. Marketing reports of the company.
4. Internet.

CHAPTER 4

COMPANY PROFILE

4.1 COMPANY’S VISION & MISSION

The Coca-Cola company is the world’s largest beverage company and is the leading
producer and marketer of soft drinks. Today, Coca-Cola is consumed throughout the
world at the rate of more than 600 million times per day and this figure is continuing to
rise. However Coca-Cola is not the sort of company to live in its past glories instead it
looks to the future as a challenge and constantly seeks new markets and ways of
increasing its market share in areas where it currently has a strong presence. It is the
world’s largest producer and distributer of syrups and concentrates for soft drinks. Various
Management Learnings are,

VISION:

The vision of Coca-Cola is the framework for their guides of every aspect of its
business by describing what we need to accomplish in order to continue achieving sustainable,
quality growth. It is presented in 6Ps:

1. People: Be a great place to work where people are inspired to be the best they can be.
2. Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate
and satisfy people's desires and needs.
3. Partners: Nurture a winning network of customers and suppliers, together They
create mutual, enduring value.
4. Planet: Be a responsible citizen that makes a difference by helping build and
support sustainable communities.
5. Profit: Maximize long-term return to shareowners while being mindful of our
overall responsibilities.
 6. Productivity: Be a highly effective, lean and fast-moving organization.

MISSION:

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company
and serves as the standard against which we weigh our actions and decisions.

1. To refresh the world

2. To inspire moments of optimism and happiness
3. To create value and make a difference.

LIVE OUR VALUES:

Our values serve as a compass for our actions and describe how we behave in the world.

1. Leadership: The courage to shape a better future.

2. Collaboration: Leverage collective genius.
3. Integrity: Be real.
4. Accountability: If it is to be, it's up to me.
5. Passion: Committed in heart and mind.
6. Diversity: As inclusive as our brands.
7. Quality: What we do, we do well.

FOCUS ON THE MARKET:

1. Focus on needs of our consumers, customers and franchise partners.

2. Get out into the market and listen, observe and learn.
3. Possess a world view.
4. Focus on execution in the marketplace every day.
5. Be insatiably curious.

4.2 SWOT ANALYSIS

1. STRENGTHS:

Distribution network: The Company has a strong distribution network consisting of a number
of efficient salesmen, 700,000 retail outlets and 8000 distributors. The distribution fleet includes
different modes of distribution, from 10-tonne trucks to open-bay three wheelers that can
navigate through narrow alleyways of Indian Cities and trademarked tricycles.

Strong brands: The Coca-Cola has been named the world's top brand for a fourth consecutive
year in a survey by consultancy Interbrand. It was estimated that the Coca-Cola brand was worth
$70.45billion. People all over the world enjoy coca cola products more than 1.3 billion times per
day.

Cost of operations: The production, marketing and distribution systems are very efficient due to
forward planning and maintenance of consistency of operations, which minimizes wastage of
both time and resources, leads to lowering of costs.

Corporate social responsibility (csr): Coca Cola is increasingly focusing on CSR

programs, such as recycling/packaging, energy conservation/climate change, active healthy
living, water stewardship and many others, which boosts company’s social image and
result in competitive advantage over competitors.
2. WEAKNESSES:

Low export levels: The brands produced by the company are brands produced worldwide
thereby making the export levels very low. In India, there exists a major controversy concerning
pesticides and other harmful chemicals in bottled products including Coca-Cola. Therefore,
people abroad, are apprehensive about Coca-Cola products from India.

High debt level due to acquisitions. Nearly $8 billion of debt acquired from CCE‟s
acquisition significantly increased Coca Cola's debt level, interest rates and borrowing
costs.

Negative publicity: The firm is often criticized for high water consumption in water
scarce regions and using harmful ingredients to produce its drinks.

To invest and achieve economies of scale: The Company's operations are carried out on a small
scale and due to Government restrictions and 'red-tapism', the Company finds it very difficult to
invest in technological advancements and achieve economies of scale.

3. OPPORTUNITIES:

Large domestic markets: Coca-Cola India claims a 60.1 per cent share of the soft drinks
market; this includes a 42 per cent share of the cola market. Other products account for 18.1 per
cent market share, chiefly led by Limca.

Export potential: The Company can come up with new products, which are not manufactured
abroad, like Maaza etc and export them to foreign nations. It can come up with strategies to
eliminate apprehension from the minds of the people towards the Coke products produced in
India.

Higher income among people: Development of India as a whole has lead to an increase in the
per capita income thereby causing an increase in disposable income. The beverage industry can
take advantage of such a situation and enhance their sales.

4: THREATS:

Imports: As India is developing at a fast pace, the per capita income has increased over the years
.If consumers shift onto imported beverages rather than have beverages manufactured within the
country, it could pose a threat to the Indian beverage industry as a whole in turn affecting the
sales of the Company.

Tax and regulatory sector: The tax system in India is accompanied by a variety of regulations
at each stage on the consequence from production to consumption. Therefore, this can limit the
growth of the Company and pose problems.

Slowdown in rural demand: Low per capita disposable income, large number of daily wage
earners, poor roads; power problems; and inaccessibility to conventional advertising media. All
these problems might lead to a slowdown in the demand for the company's products.

Changing of consumers preference: Consumers around the world become more health
conscious and reduce their consumption of carbonated drinks, drinks that have large
amounts of sugar, calories and fat. This is the most serious threat as Coca Cola is
mainly serving carbonated drinks.

5.2 PESTLE ANALYSIS:

The Coca Cola Company and other organizations have their own weaknesses and
strengths that can both affect the future performance of their respective business.
Analyzing the future constraints is an advantage for the companies since they can identify
the possible factors that tend to leave an impact on their business.

PESTLE analysis is a popular method that focuses in the external factors of the business
and the environment where it operates. Technological, Legal, and Environmental. All of
them examine the changes in the marketplace.

Political Environment:
Political environment examines the current and potential influences from political
pressures. The non-alcoholic beverages falls in the category under the FDA and the
government plays a role within the operation of manufacturing these products. In terms of
regulations, the government has the power to set potential fines for the companies that
did not meet their standard law requirement.

The changes in laws and regulations, such as accounting standards, taxation requirements
and environmental laws and foreign jurisdictions might affect the book of the company as
well as their entry in this country. Other than that, the changes in the nature of business
as non-alcoholic beverages can gain competitive product and pricing pressures and the
ability to improve or maintain the share in sales in global market as a result of action by
competitors.

Coca Cola India was the leading soft drink brand in India till 1977 when it left rather than
revealing its formula to the government. They re-entered the country in 1993. However, the
primary barrier for Coca-Cola’s entry into the Indian market was its political environment.
Despite the liberalization of the Indian economy in 1991 and introduction of the New Industrial
Policy to eliminate barriers such as bureaucracy and regulation, there was still a lot of
protectionism. India’s past promotion of “Indigenous availability” or “Swadeshi movement”
depicted its affinity for local products. Due to India’s suspicion of foreign business entering
Indian markets, Coca Cola received alien status its re-entry. This and some of the policies
imposed on foreign enterprises proved as a hindrance to the growth of the company in the
country.

Environmental Analysis:

Coca Cola has earned a title of environment friendly company and Coca Cola India too has
followed in the footsteps. Coca Cola India’s Corporate Social Responsibility (CSR), is an
initiative that prioritizes many social and environmental issues; one of them being ‘water
conservation’. They support many community based rainwater harvesting projects and help
lending conservation education.

The company has made sure that the following ideas are considered during their operations:

1. Environmental due diligence before acquiring land

2. Environmental impact assessment before commencing project

3. Ground water and environment survey before selecting the site

4. Ban on purchasing CFC emitting refrigerating equipment

5. Waste water treatment facilities

6. Compliance with all regulatory environmental requirements

7. Energy conservation programs

By following these guidelines Coca-Cola India has helped the environment with consistent
profits and success. They seek to provide leadership in three different areas, these are as follows:

1. Water efficiency and water quality

2. Energy efficiency

3. Eliminating or minimizing solid waste.

Social Analysis:

Coca- Cola returned to India in 1993 after a 16 year hiatus, amidst competition from Leher Pepsi
which had the advantage of entering the country 7 years earlier. Initially, it struggled to find
acceptance as there were already other brands such as Parle’s Thums Up which existed in the
market. Coca-Cola had earlier focussed more on the American way of life in their advertising
campaigns, which the Indian consumers could not identify with. Also, they did not focus on
competition from other alternatives such as lemonade, Lassi etc.

These products had been around for centuries, and were also cheaper alternatives to Coca-Cola.
However, things were brought under control when Thums Up was bought over by Coca Cola,
and more attention was paid by the company on their marketing mix.

With the lowering of their prices by almost 15-20%, introduction of newer products which
appealed to the Indian tastes, more investment in market research and focussing on the target
group of 18-24 year olds, they were able to increase their market share and build brand loyalty.
Technological Environment:

Technology plays a varied role in the soft drinks industry. The manufacturing and
distribution of the products is relatively a Low-Tech business, although the creation of a
new product with the perfect blend and taste is a science (an art in itself).

Technological contributions are most important in packaging. The company rely on their
bottling partners for a significant portion of their business. Nearly 83% of the worldwide
unit case volume is manufactured and distributed by their bottling partners in whom the
company does not have controlling power. Hence it is necessary for the company to
maintain a cordial relation with their bottling partners. If the company do not give ample
support in pricing, marketing and advertising then the bottling industry while increase their
short term profits, may become detrimental to the company.

The advancement in technology in the company has led to: Introduction of new ways for
the availability of Coca-Cola, it introduced general vending machines all over the world.
In products it led to the development of new products like Cherry Coke, Diet Coke etc.
The technical advancement in the bottling industries include, introduction of recyclable
and non-refillable bottles, introduction of cans which are trendy, stylish and popular
among the youngsters of the country.

Economic Analysis:

The Indian economy sustained the global economic slowdown in the previous year and has
shown a tremendous economic growth. It showed 8.6% of growth in the last quarter of 2009-10
as compared to 5.8% same time in the previous year. It has emerged as an attractive economy to
invest in as many opportunities has been recognized.

 Economic growth

Coca cola India returned to the country in 1993, despite few problems in the start they have
emerged as the king of soft drink industry in India. The strong economic growth of India has
resulted in coca cola to invest heavily in sales and distributive channels. It has introduced two
new products, Nimbu Fresh and an energy drink ‘Burn’.

 Inflationary effects
Inflation is one of the main problems that Indian economy has been facing for a year now. Rising
prices in the food and other products doesn’t only effect the consumers it also has an adverse
effect on a company. The inflation rate for the year 2009 was recorded to be 11.49%. As prices
have gone up in India for various products, especially oil, there has been uncertainty in decision
making of almost every company. Coca cola India has also been affected by the same; it has
been forced to think about their input costs, as they have been rising due to inflation.

 Legal Analysis:

In the past, there were not so many laws protecting the benefits to the consumer but now every
business has to go by the law and fix their operations, strategies so as to satisfy their consumers,
and employees. Keeping in mind the consumer laws, employment laws, antitrust law,
discrimination laws etc. a business should plan out everything.

Various Legal Laws are :

1. Consumer Laws : In the present scenario, consumer is the king, if a product is

defective, not meeting the stated standards a consumer can complain against the
manufacturer. Coca Cola has to make sure that they have written price,
manufacturing date, expiry date, batch no, nutritional facts are written on the
packed product.
2. Employment Laws : Ministry of Labour makes the laws for proper employment in the
country. They have stipulated norms on employing people from the country and getting
expatriates in the company as well. India has strict laws against employing child labour.
Being a male dominated society, the ministry has made sure that female employees are
treated with respect and given equal importance at the work place.
3. Health and safety laws : As coca cola produces a product that is consumed by the
consumer as a food item, there are laws that the company must abide by when producing
it. Ministry of Food Processing Industries makes and oversees the laws and norms for the
food processing industries. The Indian Parliament has recently passed the Food Safety
and Standards Act, 2006 that overrides all other food related laws.
 CHAPTER 5

DATA ANALYSIS

5.1 Market Scenario

• Established in 1886, headquarters in Atlanta, Georgia

• Based on Interbrand’s best global brand study of 2015, Coca-Cola was the world's third
most valuable brand.

• Gained an advantage over pepsi when it took over Parle in 1994

• Coca Cola focuses on a diversified product portfolio, both within the beverage industry
and has few products outside of that industry

Headings Value
Revenue US$ 44.294
billion (2015)
Coke + Parle
Operating US$ 8.728 Pepsi
Income billion (2015) Pure Drinks
Net US$ 7.351 Others
Income billion (2015)
Total US$ 90.093
Assets billion (2015)
Market Shares in % figures
Total US$ 25.554
Equity billion (2015)
Number of 123,200
Employees (2015)
5.2 COMPETITIVE ANALYSIS
5.3 CONSUMER ANALYSIS

How Coke is perceived by its Customers (compared to its biggest rival Pepsi)

• Perception is commonly called “positioning” or “hitting an angle.”If we took Coca Cola and
added up all of their hard assets (factories, trucks, real estate, etc.) it would add up to about
$14B as of 2010, and yet their name alone is worth over $28B? That means you could buy up
everything that Coca Cola owns and still only own 1/3 of the company’s value to
shareholders.

• Let’s identify how Coca-cola is perceived against its biggest rival Pepsi around 4 main
topics:
1. The brand as a product
2. The brand as a person
3. The brand as an organization
4. The brand as a symbol
The brand as a product
 What do people prefer
about the taste and which
of the 2 is the most
qualitative one, the most
reliable one?

 Coke is much more tasty

than Pepsi, or at least
people clearly prefer the
taste of Coke vs Pepsi’s.
The brand as a person
 What do people prefer
regarding the value and
identity of both brands?
Which of the 2 brands
makes people dream the
most? What are the best
perceived values and
which one of the 2 brands
make people feel passion?

Both brands’ culture are not

really clear in people’s mind.

The brand as an
Organization

 what is the culture of

the brand, the universe
of the brand, its
engagement through
other topics.
 Coke is perceived to be a better brand in term of engagement through social or
environmental concerns for example, with a strong brand universe, whereas Pepsi
doesn’t seem to have a specific universe that make people dream.

The brand as a symbol

 What brand is a myth
and a symbol in
people’s mind? Which
logo do they remind
first?

 Once again, Coke’s

logo is much more
known than Pepsi’s, as
well as regarding the
fact that the brand is
quite a myth in people’s
mind!

Differentiation
• Why Differentiation?

• A differentiation strategy is the development of a product or service that offers

unique and differentiating attributes which are valued by customers and perceive
to be better than or different from the products of the competition.

• Differentiation in Coca Cola

• Coca Cola Company spends round about 20% of their total advertisement
budget for maintaining and communicating on its differentiation strategy.
 • Coca cola has created its differentiation by utilizing soft sell approach.
Company has successfully positioned itself on the following standards:

• Corporate reputation for quality and innovation: one of the best place to work
• Successful communication of perceived strengths of the product: Integrated
marketing strategy
• Symbol of joy and fun

• ‘The Secret Formula.

CHAPTER 6

SUGGESTIONS AND CONCLUSION

6.1 SUGGESTIONS

The suggestions are arranged in order of priority, highest first.

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 flavors 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. Coca-Cola’s distribution channel is mostly through retail. Whereas the competitors also
concentrates more on the multiplexes, pubs and restaurants. Coca-Cola should try to increase
their distribution in these areas.

5. The company must keep a watch on its primary competitors in market in order to be able to
compete with them.
6. 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.

7. 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.

8. A strong watch should be kept on distributors so that the goodwill of the BRAND doesn’t get
affected.

6.2 CONCLUSION

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 Coca-Cola products and purchase them without any specific occasions.

In today’s scenario, customer is the king because he has got various choices around him. If you
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, you need to be the best. Customer is
no more loyal in today’s scenario, so you need to be always on your toes.

As of late, Coca-Cola has been defeated of the main five in Brand’s yearly “best 100 most
significant brands” rankings by tech organizations, and even McDonald’s. Coca-Cola improves
in Interbrand’s yearly rankings — coming third a year ago, behind Google (2) and Apple (1.) In
any case, Coke is probably not going to command those rundowns once more, as indicated by
Melbourne Business School relate teacher of advertising, marking expert, and Marketing Week
writer Mark Ritson. He revealed to Business Insider: “Coke will dependably be the main brand
of cola until the finish of time.
 BIBLIOGRAPHY

Research Papers

 Banutu-Gomez, M. B. (2012). Coca-Cola: International business strategy for globalization.

The Business & Management Review, 3(1), 155.
 Chu, B. (2020, November). Analysis on the Success of Coca-Cola Marketing Strategy. In
2020 2nd International Conference on Economic Management and Cultural Industry
(ICEMCI 2020) (pp. 96-100). Atlantis Press.
 Vrontis, D., & Sharp, I. (2003). The strategic positioning of Coca-Cola in their global
marketing operation. The Marketing Review, 3(3), 289-309.
 Štofová, L., & Kopčáková, J. (2020). The Competition Strategy between Coca-Cola vs. Pepsi
Company. Calitatea, 21(179), 40-46.
 McKelvey, S. M. (2006). Coca-Cola vs. PepsiCo-A" Super" Battleground for the Cola
Wars?. Sport Marketing Quarterly, 15(2), 114.
 Banks, H. (2016). The business of peace: Coca-Cola's contribution to stability, growth, and
optimism. Business Horizons, 59(5), 455-461.

Websites

 http://www.coca-colacompany.com/press-center/press-releases/coca-cola-announces-one-
brand-global-marketing-approach
 Coca-Cola. (n.d.). Retrieved October 9, 2017, from Wikipedia:
https://en.wikipedia.org/wiki/Coca-Cola
 http://80.251.40.59/politics.ankara.edu.tr/ozer/Dersler/Introduction_to_marketing/Articles/
The_Strategic_Positioning_of_Coca_Cola_in_Their_Marketing_Operation.pdf
 http://www.strategicmanagementinsight.com/swot-analyses/coca-cola-swot-analysis.html
 https://toughnickel.com/industries/PEST-Analysis-Coca-Cola
 www.thecoca-colacompany.com
 www.magindia.com
 www.coca-colaindia.com
 www.wikiinvest.com