1. 4 P-s Marketing Scenario
COCA - COLA

2. Industry Profile :
Soft Drink demand market is very strong all over the world. Now there are 2 major
Company of Soft Drinks
• Coca Cola
• Pepsi Co
they are competitors to each other.
The world’s largest beverage’s company Coca Cola began more than a century ago.
The Coca Cola company world headquarter is at Atlanta Georgia, USA. Formation of
Coca Cola company was in a simple way, but today it is spread world wide. It has a
Wonderful history and an exciting future.
From sometime before 1970-s Coca Cola had started doing business in India. But due
to changes in the policy of Indian Government, Coca Cola had to wind up its business
from India in 1977. After 16 years, in 1993 it again started doing business in India
through one of its subsidiary company Coca Cola India Private Limited. It gradually
went in for merger by acquisition the various well known products to stop the direct
competition from the local market.

3. Coca Cola is the best global brand

4. Other Details of Coca Cola’s presence in India :
Founded by John Pemberton in 1886 . Sold to ASA GRIGGS CANDLER in 20th century.
Coca cola total revenue is 67.4 billon US dollars.
As a Company, it has contributed to the growth of India’s micro economy particularly in
small towns and villages, contributing to creation of jobs and growth in GDP.
It has a strength of 1,50,000 employment directly or indirectly. The company is built on
2 core assets, its brands and its people.
Company has 57 Bottling plants owned by self or franchisee distributed across India.
The Company has shaken up the Indian carbonated drinks market greatly, giving consumers the pleasure of world-class drinks to fill up their hydration, refreshment, and
nutrition needs.

5. In 1879 cocaine began to
be used to treat
morphine addiction.
That’s the reason why Dr.
Pemberton got the wine he was morphine
addicted. Pemberton
added some gradients
and started to produce a
new brand “Pemberton`s
French Wine Coca”, but it
was sold only like a cure.

6. • Coca-Cola Company sells every day 162 million liters of Coca-Cola and 84 million
liters of other drinks (Coca-Cola Light, Fanta, Sprite…).
• Coca-Cola brand is known to 78% of the Earth population.
• About 10 450 company’s products are used every second.
• Two countries with the highest usage percent are Mexico and Iceland.
• If to share ever produced Coca-Cola among all the people everyone would get
200 liters.
• World’s Largest Coca-Cola logo in Chili. It’s 50m tall and 120m wide, made of
70,000 empty bottles.
• The first outdoor advertising for Coca-Cola was painted in 1894 and can still be
seen in Cartesvill, Georgia.
•Coca-Cola was the first ever product to appear on the cover of Time magazine.

7. 50 Most Admired
Companies, FORTUNE (
March 2010)
2009 CSR Award, CocaCola China, AmCham
Shanghai 2009 Corporate
Social Responsibility
Conference and Awards
February 18, 2008
was awarded the
Golden Peacock
award4 for
Corporate Social
Responsibility
2012 'Innovation in
Small Projects Award'
from the International
Water Association, Asia
Pacific Region

8. Marketing Mix

9. Product Mix
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•
•
•
•
•
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Energy Drinks
Juice Drinks
Soft Drinks
Sports Drinks
Tea and coffee
Water
Other Drinks

10. Coca-Cola made its return to India
COCA - COLA in 1993 and made significant investments to ensure that the beverage is
available to more and more people,
even in the remote and inaccessible
parts of the nation.
Typical 100ml pack contains
•Energy 48 Kcal
•Carbohydrate 12g
•Sugar 12g
•Protein 0g
•Fat 0g
Originally introduced in 1977, Thums
Up was acquired by The Coca-Cola
THUMS UP
company in 1993. This was once the
Most preffered brand before acquisition
Typical 100ml pack contains
•Energy 40 Kcal
•Carbohydrate 10g
•Sugar 10g
•Protein 0g
•Fat 0g
SPRITE
Since its inception is 1999, Sprite has
not only established itself as a brand
which successfully boasts it's 'cutthru' perspective with an authentic,
edgy, irreverent, urban and straight
forward style, but has also achieved
status of an undisputed youth 'badge‘
brand.
Typical 100ml pack contains
•Energy 48 Kcal
•Carbohydrate 12g
•Sugar 12g
•Protein 0g
•Fat 0g

11. FANTA
Fanta entered in the year 1993. Perceived as a fun youth brand, Fanta
stands for its vibrant color, tempting
Taste and tingling bubbles that not
just uplifts feelings but also helps
free spirit thus encouraging one to
indulge in the moment.
Typical 100ml pack contains
•Energy 52 Kcal
•Carbohydrate 13g
•Sugar 13g
•Protein 0g
•Fat 0g
LIMCA
Born in 1971, Limca has remained
unchallenged as the No.1 Sparkling
Drink in the Cloudy lemon Segment.
The success formula is the sharp fizz
and lemoni bite combined with the
Single minded proposition of the
brand as the provider of "Freshness".
Typical 100ml pack contains
•Energy 48 Kcal
•Carbohydrate 12g
•Sugar 12g
•Protein 0g
•Fat 0g
MAAZA
Introduced in 1970s, Maaza has
today come to symbolize the very
spirit of mangoes. Universally loved
for its taste, color, thickness and
wholesome properties, Maaza is
the mango lover's first choice
Typical 100ml pack contains
•Energy 53 Kcal
•Carbohydrate 13g
•Sugar 13g
•Protein 0g
•Fat 0g

12. DIET COKE
Launched in 1982 in America, Diet
Coke (also known as Coca-Cola light
in some countries) has become the
world's third largest soft drink.
Typical 100ml pack contains
•Energy 0.2 Kcal
•Carbohydrate 0g
•Sugar 0g
•Protein 0g
•Fat 0g
The history of the Minute Maid brand
Typical 100ml pack contains
goes as far back as 1945 when the
MINUTE MAIDFlorida Food Corporation developed •Energy 42 Kcal
orange juice powder. They branded it •Carbohydrate 10.5g
-PULPY
Minute Maid, a name connoting the •Sugar 9g
ORANGE
convenience and the ease of prepara- •Protein 0g
•Fat 0g
tion (In a minute).
Launched first in South of India in
January 2010, Minute Maid Nimbu
MINUTE MAID Fresh, started refreshing the whole
-NIMBU
of India by April 2010.
FRESH
Typical 100ml pack contains
•Energy 53 Kcal
•Carbohydrate 13g
•Sugar 13g
•Protein 0g
•Fat 0g

13. BURN
KINLEY
Launched in Northern Europe in year
2000, Burn has expanded to over
80 countries over a short 10 year
period.
Typical 100ml pack contains
•Energy 58 Kcal
•Carbohydrate 14g
•Sugar 12g
•Protein 0g
•Fat 0.4g
Kinley water comes with the assurance of safety from The Coca-Cola
Company. That is why we introduced
Kinley with reverse –osmosis along
with the latest technology to ensure
purity of our product. Because we
believe that right to pure, safe
drinking water is fundamental.
Typical 100ml pack contains
•Energy 0Kcal
•Carbohydrate 0g
•Sugar 0g
•Protein 0g
•Fat 0g
•Sodium 0.3mg
•Magnesium 0.1mg
Launched in 2002 Kinley soda
today is no.1 national Soda brand.
KINLEY –
CLUB SODA
Typical 100ml pack contains
•Energy 48Kcal
•Carbohydrate 12g
•Sugar 12g
•Protein 0g
•Fat 0g
•Sodium 0.3mg
•Magnesium 0.1mg

14. Typical 100ml pack contains
•Energy 48Kcal
Schweppes was launched in India in
•Carbohydrate 12g
SCHWEPPES 1999 after the international take over •Sugar 12g
of the brand from cadbury schweppes. •Protein 0g
•Fat 0g
•Sodium 11mg
•Potassium 2.5mcg
GEORGIA
GOLD
Introduced in in 2004, the GEORGIA
Gold range of teas and coffee
beverage is the perfect solution for
your office and restaurant needs!
No such published data

15. Pricing Policy
Aggressive Pricing policy of Coca Cola keeping
in mind the following to sustain its Brands
• Price of 2L, 1.5L, 1L, 500mL, 300mL, 200mL
• Economic slowdown of the Indian economy
• Local & International Brands competition price
competition

16. Coca-Cola India and PepsiCo India are introducing their beverages and snack brands in
new economy packs priced at R5 and R6 to woo cost-conscious consumers. For
instance, PepsiCo India has introduced two new variants of its snack brand Lay's in
mini packs (12.5 gm) at R5.
The company is betting big on Lay's economy packs called 'Mini Magic' to drive
volumes both in rural and urban markets. On the other hand, Coca -Cola India has
introduced its flagship brand Maaza (100 ml pack) at a price point R6 to reach out to
rural consumers.
On Pepsi's new strategy is emphasis on R5 price point will enable us to reach out to a
larger consumer base and drive more consumption. Pepsi’s aim is to create consumer
connect through engagement campaigns such as their new television campaign.

17. The race for volume growth continues as Coca-Cola India is in the process of launching
Maaza's mini packs in three districts of Uttar Pradesh. "This is a pilot project that we
have undertaken to know the response to our new packs. This initiative is aimed at
consumers who want packaged beverage at an affordable price specially in rural
markets," said a company spokesperson.
Incidentally, Coke's new pack is going to be the lowest price for a Coke product in the
non-returnable ready-to-drink category. At present, PepsiCo India with its joint
venture with Tata Global Beverages (TGBL) sells its health beverage 'Tata Gluco Plus' at
R6 .
That's the case with Coca-Cola India whose growth in the critical April-June quarter
came crashing down from 20% a year ago. It was the worst performance of the Indian
unit of the world's largest beverage maker in five years.
The company has priced its 200 ml glass bottles of Fanta, Limca, Thums Up and Sprite
at Rs 10 compared with Rs 12 earlier.

18. This move comes after the beverage major started selling its flagship Coca-Cola across
the country for Rs 8 during the summer. Though summer is considered crucial for
players in the aerated drink segment, this year sales have fallen due to the early
monsoon and heavy rains. As a result, Coca-Cola India’s sales volume growth in India
stood at just 1 per cent in the April-June period. This mainly because of the Economic
Slowdown of India when the rural and semi-urban population’s affordability is hit.

19. Promotions
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•
•
•
•
Advertisement
Direct Marketing
Interactive Marketing
Sales Promotion
Publicity and Public Relations
Personal Selling
Public Social Responsibility

20. Advertisement
Advertising is defined as any paid form of non personal communication about an
organization, product, service, or idea by an identified sponsor.
Coca-Cola uses the concept of aggressive advertising to promote its products. Thus
advertising is the most important marketing tool for the company as it has to cater mass
consumer markets. They mainly does national advertising.
Company introduces different themes and concepts to sell their product and
advertises mainly in electronic media and out of home advertising. These
advertisements build brand image and create awareness.
Big names of Indian film industry mainly become the brand ambassadors of the
Company.
Throughout the years, the slogans of the Coca-Cola have been memorable. For E.g.
Thanda Matlab Cola-Cola
Jo chaho ho jae Cola-Cola enjoy
Coca-Cola-Piyo sir utha ke
Brrrrrrr!!!

21. Mediums of Advertisement
The mediums of advertising used by Coca-Cola are:
 Print media:
They print media for advertisement. Although very rare, they have a separate
department for print media.
 Point of Sale Materials :
Point of sale material this includes: Posters and Stickers display in the stores and in
different areas. It also includes:
Vizi cooler
Freezers
Display racks

22.  Audio / TV Advertisement:
• 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.
•It focuses on both the urban as well as the rural India with its advertisements.
• The latest is “Ab Tufani Uthao Bas 10 Mein” with Salman Khan as Brand
Ambassador

23.  Outdoor Advertisement:
• Coca Cola on a regular basis Advertise through Billboards, Hoardings. They occupy
the prime locations of the Urban and Semi Urban areas to advertise their products
• Bill Boards are used on Highways, main City roads, Across big buildings, Shops etc.
•Also in India the Coca-cola can be seen painted on walls, bus stands, dhabas etc
focusing in rural areas if India

24. Direct Marketing
Coca-Cola uses direct marketing in many ways. First, the company partners with
various restaurants, movie theaters, etc. to carry its product.
This way, when a customer orders a drink, the only brand they are offered is CocaCola, which forces them to buy a drink from that brand. By doing this, Coke forces out
other competition, and keeps the restaurants, or other businesses, purchasing their
product over and over again. E.g. Mc Donalds.
According to mobilemarketingmagazine.com, Coke uses mobile graphics and texts to
appeal to markets on a more personal level.
Coca Cola also sponsors various sporting events in India and around the world in
major sport events like Cricket, Football, Hockey, Olympic and Motor Racing etc.

25. Interactive Marketing
Coca-Cola uses the internet to promote its products. The company has its own
website, which is quite simple to navigate through. The website allows customers to
become interactive through various games, contests, shopping, and through a special
section of the website that enables consumers to find out how they can help their
community.
Also in the modern era of communication and networking, the company uses various
social networking sites like Facebook, YouTube, Twitter to connect with the
consumers.
The internet marketing thus helps to reach to those consumers who cant afford to
spend time on T.V and are always online

26. Sales Promotion
A sales promotion is an activity that is implemented to boost the sales of a
product or service temporarily. Coca-Cola does sales promotion in two ways
to quickly increase sales.
1. Consumer - Oriented sales promotion:
Getting Shelves
Eye Catching Position
Under The Crown Scheme
2. Trade - Oriented sales promotion:
Discounts to retailers and stores
Return back allowances
Merchandising assets
Free goods or free tours

27. Publicity / Public Relation
Publicity refers to non personal communications regarding an organization,
product, service or idea not directly paid or run under identified sponsorship.
Today, the company can still use word of mouth advantage. For instance,
when Coke produces a new product, and someone on their lunch break
purchases that new product, and enjoys it, they will tell others in the office
about how great the new product is. This will cause others to purchase the
product, and in-turn increase sales.
Public relations is defined as “the management function which evaluates
public attitudes, identifies the policies and procedures of an individual and
organization with public interest, and executes a program of action to earn
public understanding and acceptance”.
Coca-Cola can address law suits, rumors, stories, new products, and
activities. There is also a section of the website devoted to investors. Here,
current, or future, investors can access financial statements and up-to-theminute stock information.

28. Personal Selling
Coca-Cola has many salespeople, who are individuals representing the
company to communicate, sell, service, and build relationships with
customers.
These salespeople promote their product to different customers within their
regions, and once they sustain a customer, they sell their products to them and
service them many times per week.
These individuals form close relationships with the customers in order to
continue business with them.
Thus though minimum, the company also thus have many sales people for
personal selling.

29. Corporate Social Responsibility
400 rainwater
harvesting
spread across 22
states
partnership with
Resident Welfare
Associations,
Market Welfare.
NGOs and local
communities help
identify priority
areas
Replenish
groundwater
constructed check
dams
undertaken the
restoration of
several pond

30. •
Waste Water Treatment –
VMC, Vadodara, Gujarat,
India

31. SUPPORT MY SCHOOL CAMPAIGN CELEBRATES TEACHER’S
DAY WITH BENEFITED SCHOOLS IN NUH
Honours principals and teachers for their commitment towards creating a
healthy and happy learning environment for students in the area
• On the occasion of Teacher’s Day, Ms. Charlotte Oades, Global Director, Women's
Economic Empowerment, The Coca-Cola Company; Ms. Joanna Price, Group Public
Affairs & Communications Director, Coca-Cola Pacific Group along with Dr. Suresh
Reddy, Director, SRF Foundation honoured principals and teachers from schools
revitalized within NUH under the Support My School campaign.
• Present to the grace the event were Mr. Pradeep Godara, ADC, Mewat and Mr. Rajeev
Arora, DEO, Mewat
•Tapkan Government School, Nuh, where the celebrations took place, is one of 10
schools to be revitalized in the region under the Support My School campaign.
•Revitalized facilities include access to safe drinking water, separate toilets for boys
and girls, promotion of physical sports and recreation
•The Support My School campaign recently celebrated completion of 200 schools
under the initiative

32. Promotional Conclusion
From our study we can conclude that:
For any company to reach the peak in today’s competitive era, has to use
each and every component of the promotional mix.
By understanding Coca-Cola we can say it the company is using its
promotional mix in an effective and efficient manner.
That is the reason why Coca-Cola is the market leader and one of the most
valuable brands in the whole world.
Apart from being the most valuable brand, it also gives importance to CSR
activities.

33. Place
Place represents the location where a product can
be purchased. It is often referred to as the
distribution channel. This may include any
physical store (supermarket, departmental stores)
as well as virtual stores (e-markets and e-malls)
on the Internet. This is crucial as this provides the
place utility to the consumer, which often
becomes a deciding factor for the purchase of
many products across multiple product categories.

34. Physical
Distribution
Channel
Management
Promotion and
Marketing
Management

35. Initial challenges of Coca Cola were
• Poor Rural & Semi Urban Infrastructure
• Frequent Power Cuts
•Different consumption habits
• Preferences for traditional cold drinks like Lassi, Chhass, Lemonade etc.
• Price of branded beverages

36. CCI realized that the
centralized
distribution system
used by the
company in the
urban areas would
not be suitable for
rural areas so they
adopted HUB AND
SPOKE
DISTRIBUTION
strategy.

37. Distribution & others :
In order to overcome the challenges Coca Cola took following steps
 It had built up bottling plant itself or with local Bottling Partner in various
major cities of India, Semi-urban areas to reach the local people there.
 It had built up its own Transportation fleet to support the nooks & corners
of India
They had recruited and trained Retailer, Distributer through direct or
indirect training programs a with technical know how of products &
preserving
It trained local Sales person for doing the jobs.
It tapped local forms of entertainment like annual haats and fairs and made
huge investments in infrastructure for distribution and marketing.

38. I have taken efforts in this project. However, it would not have been
possible without the kind support and help of many individuals and
organizations. I would like to extend my sincere thanks to all of them.
I would like to express my gratitude towards Prof. Manjit Sarkar for his kind
co-operation and encouragement which help me in completion of this
project.
Acknowledgement
My thanks and appreciations also go to my batchmates in developing the
project and people who have willingly helped me out with their abilities.