Summer Training Project Report

ON

MARKETING STRATEGY OF COCA COLA

Submitted by

Vivek Kumar Rao

(2201320700052)
Under the guidance of

Dr. Anurag Joshi

In the partial fulfillment of the

Requirement for the award of
the Degree of
MASTER OF BUSINESS ADMINISTRATION

Session(2023-24)

GREATER NOIDA INSTITUTE OF TECHNOLOGY (MBA Institute)

Greater Noida
Affiliated to Dr. A.P.J. Abdul Kalam Technical University,
Lucknow
 Session 2023-24

Student undertaking

This is certified that I have completed the project title

Marketing Strategy of Coca Cola under the guidance of
Dr. Anurag Joshi Sir in the partial fulfillment of the
requirement for the award of degree of Master of
Business Administration at Greater Noida Institute of
Technology (MBA Institute). This is original piece of work
& I have not submitted it earlier elsewhere.

MBA III SEM.

Vivek Kumar Rao
ROLL NO- 2201320700052
 ACKNOWLEDGEMENT
I would like to express my special thanks of gratitude to
my teacher Dr. Anurag Joshi Sir who gave me the golden
opportunity to do this wonderful Project of Marketing
strategy of coca cola company, who also helped me in
completing my project. I came to know about so many
new things I amreally thankful to them.
Secondly, I would also like to thank my team leader Mr.
Brijbhan sir, Mr. Aditya Dixit sir, & my parents and friends
who helped me a lot in finalizing this project within the
limited time frame

Vivek Kumar Rao

M.B.A III SEMESTER

 Table of content

● Introduction
● company profile
● coca cola India
● Ladani group
● SLMG
● Amrit bottlers
● Abpl depo
● distribution networks
● channels
● internship agenda & task
● conclusion
● Bibliography & Questionnaire
 Introduction
All business firms have realized that marketing is a core
element of management philosophy and the key to
successes lies in focusing more and more on the customer.
Adam smith in his wealth of nation has said
“consumption is the sole end and purpose of all production
and the interest of the product ought to be attended to
only so far as it may be necessary for promoting those of
consumer.”
This quotation only reiterates that the purpose of
production is consumption and one own purpose will be
served only if the consumer interest are attendend to.
Here then arise very vital question how can a marketer
ensure that his / her firm able to respond to their
customer requirement quickly ? the answer to this
question lies in the quality of the service it is offering to
its customer. This again will depend on consumer
expectation from the product or service no doubt the
quality of product or service will decide whether it
matches the consumer expectations or not but the firm
and marketer must make all efforts that the consumer
satisfaction is achieved.
computerization
today consumer is looking our for value for money the
challenge before the marketer is to identify what value
would appeal and convinve the consumer marketer are
trying to enhance the concept of value through unique
methods. They have realized that product service
characteristics consumer aspiration and availability of
competing alternative can used to enhance consumer
value.

The focus and challenge before every firm is to

rebuild around its consumer it should be able to perceive
interpret serve and satisfy the customer with the type of
product and service he desire and arm itself so as gain a
competitive edge of consumerization.

Consumer refers to the process where in all

employees of the firm are required to interact directly
with the consumer and end users.
Pre- sales period
● availability of clear information
● the product or service
● its quality aspect
● its benefits and advantaged
● its price
● its availability or sales outlet
● how to obtain it

During sales period

 Opportunity to inspect the product
 Provision of attractive sale envitonment
 Courteous and attentive service
 Reasonable and reliable delivery
 Enhancing quality of product
 Freedom to choose with our undue sales pressure.
 After sales period;

 If required necessary support or advice

 Prompt replacement or refund if necessary
 Smooth and straight forward complaints
 Efficient repair and maintenance service
 Efficient and effective consumer follow up
 Proper stock check
 Cooler Analyze
 Advice and take order
 Display
 Exit
The feeling derived from comparing a product perceived
performance vis a vis its expectation is defined as
satisfaction when the performance of the product exceed
the consumers expectation the marketer would want a
product performance to exceed consumer expectation.

Consumer who is merely satisfied may switch over to

another brand. But consumer who are highly satisfied
are less likely to switch in spite of better offering from
other brands generally the high satisfaction creates an
emotional bond with the brand.

A very satisfied consumer will say more year with the

company and make more purchases as well a brand
represents a promise about the total resulting experience
that the customer can expect.

Similarly, two different consumers may be highly

satisfied by a particular level of service or a particular
product but for entirely different reasons.
 Company profile

History of coca-cola

John Stith Pemberton first introduced the

refreshing taste of cocacola in altlanta Georgia. It was
may 1886 when pharmacist concoted caramel colored
syrup in a three legged brass kettle in this backyard. He
first distributed the new product by carrying coca cola in
a jug down the street to Jacobs pharmacy for five cent
customer would enjoy a glass of coca cola at the soda
fountain wheter by design of accident carbonared water
was teamed with the syrup producing a drink that was
proclaimed delicious and refreshing.

Dr pemberton partner and bok keeper frand m

robinson, suggested the penned coca cola in the unique
flowing script that is famous world wide today mr
robinson though the two cs would look wll in advertising:.
 By 1891 atlanta entrepreneur asa g candler has
acquire complete ownership of coca cola business with in
four years his merchandising flair helped expand
consumption of coca cola every state and territory.

Cocacola began as fountain product but candy

merchant joseph a biedenharm of Mississippi was looking
for a to serve this refreshing beverages at picnics he
began offering bottled coca cola using syrup shipped from
Atlanta during an especially busy summer in 1894.

Bottling partners
Today our product reach consumer and customer
around world through a vast distribution network made
up of local bottling unit these bottles are located around
the world and most are independent business using
concentrates and beverages bases produced by the
cocacola company our bottling partner packages and
market product then distribute them to more then 8
million customer and more than 2 million vending
machines around the world.
 The coca cola company is committed to assisting its
bottlers with the function of an efficient bottling
operation quality control monitored constantly by the
company is nessessary to produced high quality soft
drinks in the year 1989-99 we have made acquisitions
and hence we have 31 company owned bottling
operations.

Business
Coca cola interprise is in the business of
marketing producing and distribution liquid non alcoholic
refreshment to customer and the consumer in their
franchise term tones in 1994 they distributed
approximately 1.7 billion equivalent cases of the product
through their territories which comprise of 38 states and
district of coulumbia in the united sates theit territoru
also extendend to many foreign countries.

The coca cola company are in business partnership the

coca cola company develops the product while as a
bottlers the coca cola enterprise combines the product
concentrates with other ingredients and paclages the
beverages are in bottles, can, and fountain container.

Management philosophy
Corporate area
the major concept of the management
philosophy is to retain in the beverages industry and not
diversify in to other state the management believes in
investing in non capital intensive areas infact the
beverages industry rewuire little capital and producers
and maximum return the return from the foreign market
are tapped to the most.

Financial area
The corporate objectives are to increase the
shareowner value the management
Believes that in increasing the shareholder value it
require consistent growth in financial result
complemented by effective use of the cash flow.
Martketing area

here the management is committed to

superior market place execution this is
achieved by decentralized operation structure that place
the responsibilities authority and the accountability as
close to the customer and consumer possible

brand
the coca cola consistently ranks first in the worlds
most valuable brands. The brand value is about $39
billion this is greatest heritage of the company as far as
the branch management concerned we find that coca
cola ranks itself as the third only after Microsoft and
Louis vuittion
product
the carbonated market

Indian brands
for the local market in india coke has following brands.
 Maaza
 Thumsup
 Limca
 Sprite
 Fanta
 Coke
 Minute maid
 Thumps charger
 Pulpy orange
 Kinley mineral water
 Monester energy drink
 Coca cola India

Coca cola returne to india after 16 years

in 1993 the brand promotion was between
1994-96 its quest for profitability started
2000 onwards in india coke has its
concentrate plant at pune producing 10
brands its company owned bottling
operation are at six operation region 29
operating ares with 26 plants to 10 greem
field and 3000 associates. It enjoy a
business of over rs 3000 crores in india
 Ladani group
Ladani group deals with the bottling unit of
coca cola company in the state of uttarpradesh
& bihar
All bottling unit in both state are govern
manage and regulated by ladani group only

SLMG
SLMG is the combination of four brother which
combine together for the purpose of marketing
and sales of coca cola in states of up & bihar
Slmg described as
S = satisanand
L = lakshamdas
M = Mohandas
G = gulanchand
Slmg beverages pvt. Ltd.
 Lucknow
 Varanasi
 Kanpur
 Dehradun
 Amrit bottlers pvt ltd plant faizabad
 Slmg Amrit bottlers

Amrit bottlers was started in the year 1983

And start manufacturing softdrink thumpsup,
limca gold spot for parle export private limited
And late take over by coca cola
Mr. rakesh ladani sir plant director
Mr. naresh ladani sir sales director
Mr ajar kumar ratnani sit hr head
Mr. vishal sir gm sales
Abpl depots
 Faizabad
 Fatehpur
 Gorakpur
 siwan

distribution network urban

faizabad plant → depots → primay distibutor→

secondary distributor → consumer

distribution network rural

plant→ hub→wholeseller→ retailer→ consumer
 Channels

1. traditional grocery = 94%

traditional grocery refers to the local shop
which is found in every corner of street town
and city deal with fmcg prosucts

2. self service grocery

3. E&D leisure
End leisure refers to the place where we eat and
enjoy food & drinks but cant take home
(Example of such place are theather airport)

4. E&D leisure
It refers to the place where we eat and take
food home also such as hotel dhaba etc.
5. Convenience
Convenience refers to any type of business
such as grocery shop hotel restaurant dhaba
Street stall etc.

6. Wholeseller

Wholesellet refers to the business which deal

in bulk no of product such as cocacola depots
or distributor.
 Intership agenda and task

On September 2023 I joined intership

program on amrit bottlers in field of
marketing where I get 2 day full time
training with in company before going in to
market our honourable host Mr.Aditya Dixit
sir who trained us in every aspect of market
problem and give agenda of
Marketing Strategy of Coca Cola

We make strategy to increase our sales and explaining the

shopkeeper and customer about our new product we regularly

visit every store in our area and take new orders from the

shopkeeper and when any new outlet open in our area then we

contact him and tell him about our company and our products

and benefits of selling our products and register his store name

and details on inspire app .we paste banner of our products in

market for advertising our product.

horizontal expansion

horizontal expansion means opening new

outlets of coca cola company and convience
the shop owner to be a part of coca cola
family and expand your business as well
as profit journey.
 new product development

new product development refers to the

introduction of newly launch product of coca
cola company such as pulpy orange & thumps
up charger

cooling solution
cooling solution for those business which do not
has cooling equipment and its necessary for sale
coca cola product because colke product is ready
to use at 4 degree temperature

cc – 5 = single door
cc - 10 = single door
cc – 10 = double door
cc- 20 = double
door
v.g cooler ( visible cooler)
ice box.
 Horizontal expansion steps

1. greeting
2. offer introduction
3. permission
4. introduction of self & company
5. understanding customer business
6. coke profit story
7. freezing advice
8. rate of return (roi)
9. doubt clearance
10. thanking & follow up
 Analysis of market with agenda

after completing training programme we

enter in market where we did he calling
along with the guidance of our team leader
Mr Brijbhan Pal sir & Aditya dixit sir
we find out the shop which not deal
with coca cola and try to open new outlets
as the technique which Is instructed by
team leadear
the technique of he calling is on first day
tell coustomer about coke business profit
journey outlet benefits
afterthat give time to outlet for decision
making because he calling can’t be success in
1 time only it require 5-6 take to be success
 conclusion

 the cocacola exist to benefit & refesh every one it

touch
 by 1891 atlanta entrepreneur, asa g. gandler had
acquire complete ownership of coca cola
 from the year 1894 they began bottled coca cola
 start operation in india on October 1993
 ladani group deal in up and Uttara khand
 slmg group
 amrit bottlers start operation in 1983
 gaining experience of market
 understanding of multiple behaviour
 developed communication skills
 understanding company culture and
environment
 understanding method of working
 virtual survilliance of senior & team leader
 understanding sales barrier
 feeding the data of customer
 status of customet ( hot, warm, cold )
 BIBILOGRAPHY

AUTHOR NAME BOOK PUBLISHERS

 CR KOTHARI RESEARCH METHOLOGY

KALYANI
 PHILIP KOTLER
MARKETING MANAGEMENT
PEARSON
 SJ BEDKAR MARKETING RESEARC EDITION
OXFORD UNIVERSITY
 QUESTIONNAIR

1. Name of the customer ?

2. Address ?

3. How often do you consume soft drinks ?

1.Daily b) once in two day
c) once in a week d) any other (specify)

4.which brand soft drink do you prefer ?

a) coke b) thumpsup c) sprite d) any other

5.how long have you been consuming this brands

a) >10years b) > 5years c) > 15years d)not know

6.in terms of volume how do you purchase the coca cola

a) 200ml b) 250ml c)750ml d) 1.5ltr
7.where do you consume soft drinks ?
a) hotel b) party c) home d) mall or theather

8.coca cola product are highly priced give your review

a) agree b) disagree c) fair & reasonable

9. what make you to choose coca cola product

a) package b) taste c) availability d) price

10.what kind of advertisement do you prefer for cocacola

a) hoardings b) newspaper c) television d) other

11. are you happy with scheme of coca cola

a) yes b) no c) seasonaly d) neither yes nor no

12. coca cola is easily available wherever you go

Comment ?

13. are you satisfy with various brand of coca cola ?

14.if you get the chance to change the packaging
of Of the brand what did you do ?

15. advice your point of you to the coca cola official ?