...digit code under the crown and SMS the code. Lucky consumers get once-in-a-lifetime opportunity to meet Shahrukh Khan and members of the KKR team. In addition, consumers also get a chance to win a Nokia mobile phone every hour. To create awareness about ‘Kholega Toh Milega’ digital initiative, the company had launched a mass media campaign featuring Shahrukh Khan, owner KKR, to be telecast on all the leading TV channels across India. PROMOTION DURING OFF SEASON Limca Launches ‘Laptop Ki Barish’ Consumer Initiative Coca-Cola India has announced the launch of its innovative ‘Limca ‘Laptop Ki Barish’ consumer initiative nationally. As part of this unique initiative a computer generated lucky draw would provide consumers a chance to win “HP Mini Laptop” every hour for the next 45 days. The initiative is applicable to 200ml, 300ml returnable glass bottles (RGB) and also on 500 ml, 600 ml 1.25, 1.5, 2 & 2.25 liters PET bottles of Limca. As part of the under the crown initiative consumers just need to SMS “LIMCA” followed by a 9 digit unique code to...
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...STRATEGIC MARKETING Group Presentation Overview of Indian Market- Past • • • • • In the year 1991, the Indian Government adopted Economic Liberalization Policy “Cold Drinks” as popularly known in India were an Urban phenomenon and the favorites (soda based) were Campa Cola, Gold Spot, Limca and Thums Up Pepsi entered in the Indian Market as Pepsi Foods Ltd. and was known as Lehar Pepsi Coke tried to reenter* in 1990 by merging with Godrej but was denied; merged with Britannia Industries India Ltd. July 1993 Parle sold its brands and plants to Coke *Coke was present in India from 1970’s, but was banned in 1977 under FERA Overview of Indian Market- Present • • • • Today the Indian Market for Carbonated Drinks is worth more than Rs.17000 crore The present scenario of the carbonated drinks market is duopoly* situation. Although in every place there are local competitors and there is a huge unorganized flavored water market. As far as the carbonated drinks are concerned there are only two brands (as per the Market Share). – Coke (57.8%) – Pepsi (35.6%) *A duopoly is a competitive situation where there are two competitors, normally of roughly equal size. Coca-Cola BACKGROUND Coca- Cola Milestones • • • • • • • • • 1886: Founded by John Pemberton 1887: Registered as trademark. 1895: Sold in every state & territory in US. 2003: Headquartered in Atlanta with divisions & local operations in over 200 countries...
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...PROJECT REPORT On MARKETING STRATEGIES OF COCA COLA Submitted By – Name : Pinak Paul MANAV RACHNA INTERNATIONAL UNIVERSITY ACKNOWLEDGEMENTS I am sincerely thankful to Miss Kanupriya (Project Faculty Guide), under whose guidance I have successfully completed this project and time spent with her had been a great learning experience. I think her constant encouragement, warm responses and for filling every gap with valuable ideas has made this project successful. She made it possible for me to put all my theoretical knowledge to work out on the topic: “MARKETING STRATEGIES OF COCA COLA. A mammoth project of this nature calls for intellectual nourishment, professional help and encouragement from many people. We are highly thankful to all of them for their help and encouragement. We wish to acknowledge our great debt to all of them whose ideas and contribution influenced me to complete the project work. TABLE OF CONTENT 1. TITLE PAGE 2. ACKNOWLEDGEMENT 3. INTRODUCTION 4. INDUSTRY PROFILE 5. COMPANY PROFILE 6. PORTER'S FIVE FORCES 7. PEST ANALYSIS 8. RESEARCH OBJECTIVES & METHODOLOGY 9. REVIEW OF LITERATURE 10. PRIMARY FINDINGS & ANALYSIS 11. CONCLUSION & RECOMMENDATION 12. BIBLIOGRAPHY 13. ANNEXURE INTRODUCTION This project is focused on studying the various marketing strategies of Coca-Cola and the scenario of Indian soft drink industry in the 1990’s. Coca-Cola Co., the global soft...
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...of over 70% in the Indian beverage Industry Some facts about Coke India 1. Coca Cola India manufactures concentrate and beverage mixes under the wholly owned subsidiary of of The Coca-Cola Company namely Coca-Cola India Pvt Ltd, which re-entered Indian markets in 1993. 2. The company owns a bottling unit known as Hindustan Coca-Cola Beverages Pvt Ltd, which works in collaboration with 13 authorized bottling partners. 3. Coca Cola family today includes 7000 Indian distributors and 1.7 million retailers. 4. Nearly 2 billion INR has been invested in India operations since its entry in the Indian market. 5. Early acquisition of brands Thumbs up, Limca and Gold Spot gave Coca Cola India access to better infrastructure and market reach 6. Coca Cola India’s Brand Umbrella included the following • Coca-Cola • Fanta Orange • Limca • Sprite, • Thums Up, • Burn • Kinley • Maaza • Minute Maid Pulpy Orange, • Minute Maid Nimbu Fresh • The Georgia Gold range of teas and coffees • Vitingo (a beverage fortified with micro-nutrients 1. Coca Cola India’s biggest competition is from Pepsico India which hold about 48% of Industry market share. 2. In the fruit-based drinks category, Coca-Cola’s Maaza is the leader, followed by Parle’s Frooti and PepsiCo’s Slice. 3. Around thirty thousand individuals are directly employed by Coca Cola India and another two Lac...
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...UNIVERSITY OF MUMBAI M.Com I ( I SEMESTER ) SUBJECT MARKETING MANAGEMENT A PROJECT ON “Marketing Strategy Of Coca Cola” ACADEMIC YEAR 2013 – 2014 BY Farhad Kazi ROLL NO : 34 PROJECT GUIDE PROF. Sameer Tungare MALINI KISHOR SANGHVI COLLEGE OF COMMERCE & ECONOMICS JUHU, MUMBAI. DECLARATION I Mr Farhad Kazi, Student of Malini Kishor Sanghvi College of Commerce & Economics Studying in M.Com (Part I) Semester I , hereby declare that I have completed the project on “Marketing Strategy of Coca Cola” of “MARKETING MANAGEMENT” in the academic year 2013-2014. The information submitted herein is true and original to the best of my knowledge. Date of Submission Signature of Student (Mr. Farhad Kazi ) CERTIFICATE This is to certify that Mr.Farhad Kazi of M.Com (Part I– SEMESTER I) of Malini Kishor Sanghvi College of Commerce and Economics has successfully completed the project on on “Marketing Strategy of Coca Cola” of “MARKETING MANAGEMENT MANAGEMENT” for the academic year 2013-2014. The information submitted is true and original to the best of my knowledge. ...
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...SUMMER INTERNSHIP REPORT ON Hindustan Coca-Cola Beverages Pvt. Ltd. Submitted in partial fulfilment of the requirement for the award of degree of Bachelor of Business Management of Christ University, Bangalore-560029 By Mr. ARUN KUMAR MAURYA 0911306 Under the guidance of Mrs. PHINU JOSE Department of Management Studies Christ University, Bangalore-560029 2011-2012 DECLARATION I hereby declare that, this report titled, “Summer Internship Report”, project work carried out by me under the supervision of Mrs.Phinu Jose of Department of Management Studies, Christ University, Bangalore. This work previously has not formed part of any basis for the award of any degree or diploma offered by any institution or university. This is a record of bona fide and original work submitted by me in partial fulfilment of the requirements for the award of degree of Bachelor of Business Management. Place: Bangalore Date: _____________ ARUN KUMAR MAURYA 0911306 ACKNOWLEDGEMENT I would like to express my profound gratitude to all those who have been instrumental in the preparation of this “Summer Internship Report”. I wish...
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...OF The world’s most recognized trademark it is recognized by 94% of the world’s population FOR HINDUSTAN COCA-COLA BEVERAGES PVT. LTD. , PANKI INDUSTRIAL AREA, DADA NAGAR KANPUR. SUBMITTED IN SUMMER TRAINING OF MBA PROGRAMME OF APOLLO INSTITUTE OF TECHNOLOGY KANPUR UNDER GUIDANCE OF: Mr. ADESH TRIPATHI (AREA MARKETING MANAGER) SUBMITTED BY: Divya Tiwari MBA 3rd SEMESTER 2009-2010 DECELARATION I Divya Tiwari declare that this project report titled “Comparative Survey of Coke vs. Papsi” is an original work done by me under the guidance of Mr. ADESH TIWARI (AREA MARKATING MANAGER). I further declare that it is my original work as a part of my academic course. PLACE: KANPUR DATE: Aug. 16th, 2010 Divya Tiwari INDEX TITLE PAGE AKNOWLEDGEMENT MEANING OF PROJECT INTRODUCTION CHAPTER 1: PROFILES * HISTORY OF THE COMPANY * EARLY GROWTH * WARTIME DEVELOPMENT RECENT DEVELOPMENTS * * POSTWAR GROWTH CHAPTER 2: INDUSTRIAL PROFILE * SOFT DRINK INDUSTRY IN INDIA * COCA-COLA IN INDIA * VISION OF COCA-COLA IN INDIA * MISSION OF THE COCA-COLA IN INDIA CHAPTER 3: PRODUCT PROFILE * SOFT DRINK INDUSTRY IN INDIA * COCA-COLA IN INDIA * VISION OF COCA-COLA IN INDIA * MISSION OF THE COCA-COLA...
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...through length and breadth of India. An Introduction to Coca Cola India:- Coca cola is a well-known American beverage giant, which sells concentrated soft drink worldwide. The journey for Coca cola begins when Pharma Scientist John Pemberton first formulated Coco Cola recipe in 1886 in Columbus, Georgia. Later in 1889, Coca Cola formula and brand was sold to Asa Candler who then incorporated the company Coca Cola in 1892. Rest is a history as the world knows. Coca Cola is now currently offers more than 500 products over 200 countries. Coca Cola has first opened its bottling plant in New Delhi in 1950 and existed in the market till 1977. India was not the easiest place to conquer for Coca Cola during 1970’s. Domestic brands such as Limca, Thums up were dominating brands in India at that time. By the time Coca Cola exited Indian Market in 1977, it was one of the leading soft drink brand. In 1977, when Morarji desai led Janata Party came into power, new foreign trade act called Foreign Exchange Regulation Act (FERA) was implemented. Under this regulation act, foreign companies were made to dilute its equity stake to its Indian counterparts if they wish to remain in the country. However has refused to bow down to Indian government regulation act and formally withdrawn from the country in 1978. Re-entry into India After P.V Narasimha Rao led new government sworn in 1991, India has adapted for privatization, globalization and liberalization. That was the green signal, Coca...
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...Coca-Cola: A journey over 120 years old 04 Feb 2009 By Sarimul Islam Choudhury ‘Little drops of joy’ as they call it, soft drink and beverages brand Coca-Cola came into existence in 1886 in Atlanta, New York, USA. From selling only nine glasses of drinks a day initially, after a successful stint of operation for over 120 years, the company currently produces more than 10 billion gallons of drink a day and sells its products across 200 countries worldwide. With more than 450 brands, the company is one of the largest beverage companies in the world keeping the language of refreshment universal across the globe. The product comes into existence: It was1886 in New York Harbor when the construction of the Statue of Liberty was in progress, John Pemberton, a pharmacist in Atlanta, was intrigued by a fragrant caramel-coloured liquid. He carried it a few doors down to Jacobs' Pharmacy where the mixture was combined with carbonated water and sampled by customers who all agreed — that this new drink was something special. Jacobs' Pharmacy then put it on sale for five cents a glass. Later, Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola and wrote it out in a distinct script, the same way it is in use these days. According to the company: “Quality is more than what we taste or see or measure. It shows in our every action. We relentlessly strive to exceed the world's ever-changing expectations because keeping our quality promise in the marketplace is our highest...
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...Indian Soft Drinks Market 1970’s and early 80’s—the entry and exit of Coke India has proved to be perhaps the toughest battle ground for the Cola giants. Coca-Cola was the 1st international soft drinks brand to enter India in early 1970’s. Indian market was dominated by domestic brands, with Limca being the largest selling brand. Cola was the largest selling flavor with market share of 40%, Lemon drinks 31% and orange drinks only 19%. Up till 1977, Coca-cola was the leading soft drink brand in India. But due to norms set by the Foreign Exchange Regulation Act (FERA), Coca-Cola left India and did not return till 1993 after a 16 year absence from the Indian beverage market. FERA needed Coca-Cola to reveal its secret concentrate formula as well as reduce its equity stake which was not acceptable. Pure drinks, Delhi launched Campa-Cola, to take advantage of Coke’s exit and by the end of 70’s, was the only Cola drink in the Indian market. In 1980, Parle, another major Indian player launched ThumsUp, the drink which till date is most popular soft-drink in India. Pure Drinks strongly objected to ThumsUp being called a “soft” drink as it felt its taste is too strong. For over a decade, Parle led the Indian soft-drinks market, with its market share reaching a peak of 70% in1990. Late 80’s and early 90’s— Pepsi’s struggle to enter India Pepsi saw the exit of Coke as a God send opportunity to capture then estimated 900 crore market of India. India was then a highly regulated...
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...EXECUTIVE SUMMARY: The Coca-Cola Company came up with the idea of launching the new product through the people survey. In India most of the people are fruit lovers. In that many of the people likes the grape flavor. So the Company decided to introduce the new flavor which is named as pulpy grape. Already the Coca-Cola Company implemented many flavors like Maaza, Thums up, Kinley, pulpy orange and so on. Now the company wanted to introduce the pulpy grape which is in the grape flavor. For that the company appointed me as a project manager to implement the new product development. As a project manager, first I want to form the task force. In that task force there are many departments. But, as a project manager I have chosen the marketing department, financial department, HR department and production department. After forming the task force, they began to start the new product development process through the characteristics of the new product development. The NPD characteristics are idea generation, idea screening, concept of new product, market strategy, business analysis, product development, testing, completing the project and commercialization. These are the nine NPD characteristics to do the step by step process in the new product development. Whereas doing the project management there is some project planning tools to implement their idea efficiently. The tools are PERT chart, Critical Path Method and the Gantt chart. The Coca-Cola Company...
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...Parle Agro Several Parle soda brands including Citra Thums Up, Limca, Gold Spot and Maaza were sold to Coca Cola in 1993 for a reported $40 million.[1][2] At the time of sale, the Parle brands together had a 60% market share in the industry.[3] The brand was strong in South India.[4] Citra was phased out by 2000 to make way for Coke's international brand, Sprite History Parle Products was founded in 1929 in British India. It was owned by the Chauhan family of Vile Parle, Mumbai. The Parle brand became well known in India following the success of products such as theParle-G biscuits and Thums Up soft drink. The original Parle company was split into three separate companies owned by the different factions of the original Chauhan family:[6] Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the brands Parle-G, Melody, Mango Bite, Poppins, Monaco and KrackJack) Parle Agro, led by Prakash Chauhan and his daughters Schauna, Alisha and Nadia (owner of the brands such as Frooti and Appy) Parle Bisleri, led by Ramesh Chauhan All three companies continue to use the family trademark name "Parle". Parle Agro Parle Agro commenced operations in 1984. It started with beverages, and later diversified into bottled water (1993), plastic packaging (1996) and confectionary (2007). Frooti, the first product rolled out of Parle Agro in 1985, became the largest selling mango drink in India.[7] Separation from the parent company The original Parle group was amicably segregated...
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...Illy * Inca Kola Java Monster* Jericho Kinley Krest Lift Master Chill Master Pour Mello Yello Mello Yello Zero Mezzo Mix Minute Maid Minute Maid Enhanced Minute Maid Fruit Falls Minute Maid Juices To Go Minute Maid Light Minute Maid Orchards Monster * Northern Neck NOS Odwalla Peace Tea * Pepe Rico Pibb Xtra Pibb Zero POWERADE POWERADE PLAY POWERADE ZERO Red Flash Schweppes Simply Southern Sun Spring! Sprite Sprite Zero Sugar Free Full Throttle Sugar Free NOS Sugar Free Sprite Sunfill Surge TaB Vanilla Coke Vanilla Coke Zero VAULT Vault Zero Vegibeta Vegitabeta Worx Energy * Zico * COCO COLA BRANDS IN INDIA Bonaqua burn Citra Crush Diet Coke Fanta Georgia Georgia Gold Kinley Limca Lion Maaza Minute Maid Minute Maid Pulpy Rimzim Schweppes Sprite Sunfill Thums Up...
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...BASIC INFORMATIONS Company Profile Name of the Organization: Hindustan Coca – Cola Beverages Private Limited Year of Establishment: October 1993 Form of Business: Private Limited Nature of Business: Leading Producer & marketer of soft drinks in India Address of Corporate Office: Coca – Cola India Enkay Towers, Udyog Vihar V, Gurgaon, Haryana – 122106. Tel.: (0124) 2234 8041/8571. Plant Address (Gujarat): Village: Goblej, Dist.: Kheda, Gujarat – 387440. Name of the President: Mr. Sanjiv Gupta Telephone: 02694 84386 / 87 / 77585 Website: http://www.coca-colaindia.com History Birth of a Refreshing Idea John Styth Pemberton first introduced the refreshing taste of Coca – Cola in Atlanta, Georgia. It was of 1886 when the pharmacist concocted a caramel – colored syrup in a three – legged brass kettle in his backyard. He first “distributed” the new product by carrying Coca – Cola in a jug down the street to Jacobs Pharmacy. For five cents, consumers could enjoy a glass of Coca – Cola at the soda fountain. Whether by design or accident, carbonated water was proclaimed “Delicious & Refreshing” Dr. Pemberton’s partner & bookkeeper, Frank M. Robinson suggested the name & panned “Coca – Cola” in the unique flowing script that is famous worldwide today. Mr. Robinson thought ‘the two C’s would look well in advertising. In 1886 sales of...
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...Amrit http://amritbottlers.com/www.amritbottlers.com Prior to joining the hands with`PARLE EXPORT’ in 1982 Mr. Lachhman Daas Ladhani had been `A' class civil construction contractor and has successfully executed various contracts of Roads, Bridges and Township etc. in West Bengal, Bihar and Uttar Pradesh. The best execution of civil work was in `RAM KI PAIRI’ on the Bank of `SARYU’ River in Ayodhya which was designed on the pattern of `HAR KI PAIRI’ Haridwar. And ITI Mankapur Township was also well appreciated. He also had been the largest manufacturer of Bricks for Entire Township of `Bharat Cocking Coal Limited'. In 1982 he was given a challenging and fully diversified job of manufacturing soft drinks viz: Thumsup, Limca, Gold Spot and Bislery Club Soda etc. as a franchisee of “PARLE EXPORT PRIVATE LIMITED”. He brought the production with a short span of time and achieved the highest growth in India in 1985. The franchisee co. is named as `Amrit Bottlers Private Limited’. Subsequently `PARLE’ brand was taken over by the `COCA COLA’ and Mr. Ladhani converted the mechanized plant into fully automatic and computerized plant and now is having a largest production capacity and highest sale in Eastern U.P. for the last several years. They have a `COLD STORAGE’ named as `Laxmi Cold Storage and Allied Industries’ adjacent to the `Amrit Bottlers Private Limited’, Faizabad now the same has become of the largest capacity to preserve to potatoes and fruits in Eastern U.P. The enterprising...
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