Professional Documents
Culture Documents
com/fyp/
Submitted under the partial fulfilment of the requirement for MASTER OF BUSINESS
ADMINISTRATION of Uttar Pradesh Technical University, Lucknow
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DECLERATION
I Tarique Jamal hereby declare that this project report entitled Marketing Strategies
Analysis has been completed based on actual study carried out by me during my internship program
carried out at Hindustan Coca-Cola Beveragws Private Limited, Patna for the partial fulfilment
of the requirement of the Master Of Business Administraion degree programme of Uttar Pradesh
This research report is original and information, data and fact furnished their in are actual
(Tarique Jamal)
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CERTIFICATE OF ORIGINALITY
This is certify that the Vocational Training Report entitled “Marketing Strategies
Analysis”submitted to Hindustan Coca-Cola Beveragws Private Limited,Patna in partial
fulfillment of requirement for the award of the degree of Master of Business Administration (MBA),
original work carried out by Mr. Tarique Jamaland UPTU Roll No.0907270164 Under my
guidance.
This vocational report done on (training period June 14, 2010 to Aug 12, 2010) the topic hasn’t been
submitted for any other examination & doesn’t form part of any other course undergone by the
candidate.
……………………. ………………………..
Signature of Guide Signature of Std.
Date - / / Date - / /
.................................................. .............................................
.................................................. ..............................................
……………………………..
Signature of Training Incharge
V.K.Srivastav
ACKNOWLEDGEMENT
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After completing my IInd semester curriculum. I went for summer training for 8 weeks
I have achieve this training in one of the most esteemed organisation of the country
Hindustan Coca-Cola Beveragws Private Limited, Patna for their kind permission to undertaken
its study I am grateful to respected Mr. Vijay Kumar Singh (HR Executive,in Coca-Cola Beveragws
Private Limited). For there moral support and encouragement throughout my project work.
This list will go incomplete without the special reference of the contribution and whole
hearted support of manager’s and all other staff and department, which truly reflect their deep insight
into the project and the professional touch which is their benchmark.
I would like to thanks Mr. Aftab Ahmad(IIMT Management college,Meerut), who helped
My gratitude will not be completed without thanking my beloved parents who have been a
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PREFACE
completed my summer training for 8 weeks. I got training in the study of Marketing Strategies
Hence I am presenting the training report Marketing Strategies Analysis. All the mistakes and
problems had been carefully removed with the help of all the managers.
So I am thankful to all the managers of Hindustan Coca-Cola Beverages Private Limited, Patna.
Tarique Jamal
TABLE OF CONTENTS
CONTENTS
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1. Mission statement
2. Introduction.
3. Coca Cola.
a. Coca Cola International.
b. History.
4. Management.
5. EXTERNAL MARKETING ENVIRONMENT
6. Market share.
7. Financial report.
8. Dividends and Cash Plan.
9. Products.
10. Market mix of Coca-Cola
11. Strategic planning.
12. Bottlers owned by Coca cola
13. Coca Cola Pakistan.
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
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Pop.
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MANAGEMENT:
The hierarchy of Coca Cola Company is as follows.
Chairman
Board of governors
Vice Presidents
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MARKET SHARE:
SHARE
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.
(Table)
(Figure)
12
10
6
unit sale in billions
4
0
1971 1981 1991 2002
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The following are some of the factors that could cause Coca-
Cola company's actual results to differ materially from the
expected results described in their underlying company's
forward statement:-
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Economical Analysis
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NORTH AMERICA
LATIN AMERICA
AFRICA
(Table)
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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)
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.
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COMPANY STATISTICS:
2002ª 2001
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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.
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1. Product:
• Coca-Cola,
• Coca-Cola classic,
• caffeine free Coca-Cola,
• diet Coke
• caffeine free diet Coke,
• diet Coke with lemon
• Vanilla Coke,
• diet Vanilla Coke,
• Cherry Coke,
• diet Cherry Coke,
• Fanta brand soft drinks,
• Sprite,
• diet Sprite
• Sprite Remix
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2. Price:
than the rest and that the consumer is not cheap. This
is known as value-based pricing and is used by many
other industries in attracting consumers.
3. Place:
• Supermarkets
• Convenience Stores
• Fast Food
• Petroleum Retailers
• Chain Drug Stores
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• Hotels/Motels/Resorts
• Mass Merchandisers
• U.S. DOD Military Resale retail commands:
AAFES, NAVRESSO and DECA
• Vending
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STRATEGIC PLANNING
In the year 2002, the company had a great success, as the
strategy worked which resulted in making Coca Cola
Company the world’s leading company. In 2001, company
accomplished the crust of it’s strategy as
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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, Bradham’s advertising praises his
drink as “Exhilarating, invigorating, aids digestion”.
1990-2002
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Pepsi’s Products
• Pepsi
• Teem
• Mirinda
• Pepsi Max
• Pepsi Lemon
• Pepsi Blue
• Mountain Dew
• 7up
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PROMISE OF COKE
TARGET MARKET
Coke’s 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
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.
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Weather
First of all the majority don’t care that what they are going to
have. In other words, they don’t care before drinking that
whether it is “Pepsi” or “coke”. They don’t actually
differentiate between these two brands in order to their
tastes.
Consumers basically drink what they get.
They believe on “WHAT COLD THEY SOLD”
Consumer’s availability in brands is basically works like:
Push availability
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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 it’s 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”.
And when price goes down they think that there is must be
some thing wrong in it.
In short it all depends on customer’s perception.
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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.
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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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.
Pepsi’s Brand
Pepsi’s 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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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 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.
Packing
Coca cola products are available in different packing
• 24 regular bottle shell
• 6 bottle pack for 1.5 pets
• 12 bottles in a pack for disposable bottle
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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 that’s 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”
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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.
Sale Promotion
Company also do sponsorships with different college and
school’s 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.
DISTRIBUTION CHANNELS
Coca Cola Company makes two types of selling
Direct selling
Indirect selling
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Direct Selling
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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
Pakistan by their own so they have so many whole sellers
and agencies to assure their customers for availability of
coca cola products.
ADVERTISEMENT
Coca cola company use different mediums
• Print media
• Pos material
• Tv commercial
• Billboards and holdings
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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.
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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Sales Volume
Profitability:
The second thing through which they determines budget is
the “profit” .if they r 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.
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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Coca-Cola Concerts
Abrar-ul-haq’s distinct style, lyrics & songs have made him
an instant hit among the masses in Pakistan. His enormous
popularity in the country & abroad is supported by Coca-
Cola’s commitment towards providing healthy & fun-filled
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Coca-Cola GO-RED
Quenching the thirst of motorist, pedestrians & passerby’s
during Lahore’s hottest summer season, Coca-Cola’s “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.
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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
Pakistan.
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SWOT ANALYSIS
Strengths:
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Weaknesses:
Opportunities:
Threats:
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CONCLUSION
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RECOMMENDATIONS
POLITICAL VARIABLES
ECONOMICAL VARIABLES
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SOCIAL VARIABLES
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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 hard-working,
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 programs. We’re committed
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COMMUNITY INVOLVEMENT:
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promoting paperless
environment
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DATA ANALYSIS
35
30
25
20
15
10
0
yes no
2. Gender
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20
18
16
14
12
10
8
6
4
2
0
male female
3. Age groups
Age Groups
51 & above
36-50 yrs
20-35 yrs
10-19 yrs
below 10 yrs
0 5 10 15
no. of people
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no
23%
yes
77%
a) Coca-Cola
b) Pepsi
c) Other
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Others
7%
Pepsi
37% Coca-Cola
56%
not bad
0 2 4 6 8 10 12 14
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expensive
slightly
overpriced
cheap
0 5 10 15 20 25
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no
0%
yes
100%
everyday
never
0 5 10 15
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Restaurants
general stores
super markets
0 5 10 15 20
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CONCLUSION
So…
cola enjoy ”
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LIMITATIONS
• Time Constraints:
difficult to convince the customer in front as summer trainee holds no responsibilities in the eyes
of corporate.
• No Customer Interection:ection
Cola Beveragws Private Limited are big organisations, these organisations are situated
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SUGGESTIONS
have seen that the order for our product is increasing year. It
points:
• Cost efficiency:
distribution.
• Profit generation:
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• Improving technology:
market.
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Name: __________________________
a) Yes
b) No
2. Gender
a) Male
b) Female
a) Yes
b) No
c) It's not bad
5. What brand would you say is more popular among the public?
d) Coca-Cola
e) Pepsi
f) Other
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7. Do you think the price for a can of Coca Cola is cheap or expensive?
a) Cheap
b) Slightly over priced
c) Expensive
8. If you were to see the Coca Cola logo somewhere would you recognize it?
a) Yes
b) No
a) Never
b) Once/few times a year
c) Few times a month
d) Few times a week
e) Everyday
a) Super Markets
b) General stores
c) Restaurants (McDonald's, Subway, KFC etc)
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ANNEXURE
practices. This annexure has been compiled for the net-savvy reader who would like to surf the net
for information on an aspect that is, in some way, related to matter covered in this project work. This
compilation is meant to be illustrative rather than comprehensive and there might be many other
sources. You must be on the guard as every site listed on the search engines under the title
‘Marketing Strategies Analysis’ may not be related to my project over my study undergone in BPC
Hindustan Coca-Cola Beveragws Private Limited. It may be a site related to general references,
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BIBLIOGRAPHY
Bibliography refers to the sources through which information has been retrieved in my
project development:
• Economic Times
Websites:
• www.google.com
• www.coca-colaindia.com
• www.altavista.com
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www.final-yearprojects.co.cc | www.troubleshoot4free.com/fyp/
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