1.1 INTRODUCTION TO WAVE BEVERAGES PRIVATE LIMITEDThe wave group is the main distributor of Coca-Cola Products in Jalandhar. TheWave Groupis a business conglomerate that also deals in the manufacturing,real estate,education,sportsandentertainmentindustries. It was founded by the late Mr. Kulwant Singh Chadha in 1999and is based in India.Four decades later, the Wave Group has grownto include a number of businesses includingsugarmanufacturing,distilleriesandbreweries,real state,mallsandmultiplexes,beverages,sports,educationandentertainment under Vice Chairman Mr. Monty Chadha.

1.1.1 VISION, MISSION & VALUESVISIONTo make every Indians first choice of refreshment available within easy reach.MISSION To build a consumer-driven, customer-focused, profitable, sustainable and socially responsible business in indiaVALUESLeadership, Empowerment, Passion for winning, Citizenship, Integrity, Accountability, Teamwork

1.1.2 INTRODUCTION TO COCA- COLA The Mission Statement of the Coca Cola CompanyOur mission statement is to maximize shareowner value over time. In order to achieve this mission, we must create value for all the constraints we serve, including our consumers, our customers, our bottlers, and our communities. The Coca Cola Company creates value by executing comprehensive business strategy guided by six key beliefs:1. Consumer demand drives everything we do.2. Brand Coca Cola is the core of our business3. We will serve consumers a broad selection of the nonalcoholic ready-todrink beverages they want to drink throughout the day.4. We will be the best marketers in the world.5. We will think and act locally.6. We will lead as a model corporate citizen.The ultimate objectives of our business strategy are to increase volume, expand our share of worldwide nonalcoholic ready to drink beverages sales, maximize our long-term cash flows, and create economic value added by improving economic profit. The Coca Cola system has more than 16 million customers around the world that sells or serves our products directly to consumers. We keenly focus on enhancing value for these customers and helping them grow their beverage businesses. We strive to understand each customers business and needs, whether that customer is a sophisticated retailer in a developed market a kiosk owner in an emerging market. There are nearly 6 million people in the world who are potential consumers of our companys product. Ultimately, our success in achieving our mission depends on our ability to satisfy more of their beverage consumption demands and our ability to add value for customers. We achieve this when we place the right products in the right markets at the right time. COCA COLA INTERNATIONALHISTORY: Coca-Cola Enterprises, established in 1886, is a young company by the standards of the Coca-Cola system. Yet each of its franchises has a strong heritage in the traditions of Coca-Cola that is the foundation for this Company. The Coca-Cola Company traces its beginning to 1886, When an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead, secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. The Coca-Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986, The Coca-Cola Company merged some of its company owned operations with two large ownership groups that were for sale, the John T. Lupton franchises and BCI Holding Corporation's bottling holdings, to form Coca- Cola Enterprises Inc. The Company offered its stock to the public on November 21, 1986, at a split-adjusted price of $5.50 a share. On an annual basis, total unit case sales were 880,000 in 1986. In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company, again helping accelerate bottler consolidation. As part of the merger, the senior management team of Johnston assumed responsibility for managing the Company, and began a dramatic, successful restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion The Coca-Cola Company is the worlds largest beverage company. They operate in more than 200 countries & markets more than 2800 beverage products. Headquartered at Atlanta, Georgia, they employ approximately 90500 employees all over the world. It is often referred to simply as Coke or (in European and American countries) as Cola or Pop. MARKET 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.Global market share:The market of the company is geographically vast and it is controlling it with great success. In 2002, the company grew their carbonated soft-drink business by nearly 250 million unit cases and generated record volumes. Because carbonated soft drinks are the largest growth segment within the nonalcoholic ready-to-drink beverage category measured by volume, that is why they are focusing more on this and they are continually increasing the pace because they know that accelerating this pace is crucial to their future success. Thus they are increasing their market day by day. The operation income earned by Coca ColaCompany can be illustrated by the following pie chart. Figure 1.1: Operating Income

This strategy has worked a lot and it has helped them to become the Worlds leading Soft Drink Company. The global unit sale of the Coca Cola Company is increasing from the last ten years.

In 2002, the company had worked with their bottlers to turn good intentions into reality by improving the system economics. The results in 2002 reflect this steadily improving and mutually constructive relationship between the Company and their bottling partners. The main reason behind this relationship is to continue realizing shared opportunities for growth, with closer coordination of operations including customer relationships, logistics and production.

1.1.2.1 EXTERNAL MARKETING ENVIRONMENT (PEST ANALYSIS ) Political Analysis: Non-alcoholic beverages fall within the food category under the FDA. The government plays a role within the operation of manufacturing these products in terms of regulations. There are potential fines set by the government on companies if they do not meet a standard of laws.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:- Changes in laws and regulations, including changes in accounting standards, taxation requirements, (including tax rate changes, new tax laws and revised tax law interpretations) and environmental laws in domestic or foreign jurisdictions. Changes in the non-alcoholic business environment. These include, without limitation, competitive product and pricing pressures and their ability to gain or maintain share of sales in the global market as a result of action by competitors. Political conditions, especially in international markets, including civil unrest, government changes and borders. Political structure and legal considerations also have impinged on Coco-Cola Companys strategies. Governments of some Arab nations boycotted Coca-Colas products due to a political dispute and discontented with the company for maintaining distributors in Israel.

Economical AnalysisBeing flexible and willing to change to satisfy consumers needs, has enabled Coca-Cola to exploit the economies of scale that was gained by its global marketing and at the same time making its products appeal to local taste, which these have earned the company an enormous profits quarterly. As Coca-Cola has expanded over the decades or even nearly a century, the company has benefited from the various cultural insights and perspectives of the societies in which business is done. No doubt of the remarkable experience it has, it is still very committed to local markets, to paying attention to what people from different cultures and backgrounds like to drink, and where and how they like to drink it, to remain competitive and to develop more new drinks to satisfy its markets. Now, the estimated brand equity of Coca-Cola is $84billion, market share of more than 50 percent in beverage industry globally and about 70 percent of its income comes from countries outside United States. Every 10 seconds, 126,000 people in the whole world, choose to reach out for one of The Coca-Cola Company brands, and it is the companys mission to make that choice exciting and satisfying, every single time. Previously the U.S. economy was strong and nearly every part of it was growing and doing well. However, things changed. Before the attacks on September 11, 2001, the United States was starting to see the economy recover slightly and it is only just recently that they achieved the economic levels. Consumers are now resuming their normal habits, going to the malls, car shopping, and eating out at restaurants. However, many are still handling their money cautiously. They believe that with lower inflation still to come, consumers will recover their confidence over the next year. As researching for new products would cost less the Coca- Cola Company will sell its products for less and the people will spend as they would get cheap products from Coca-cola.

Social Analysis for Coca-Cola:Foreign environment factors have influenced the Coca-Colas strategies in international marketing. Culture has a tremendous effect on peoples preferences and perception. Language is one of the aspects of culture that marketers must take care of, in term of translating product name, slogans and promotional messages so as not to convey the wrong meaning. Coca-Cola did not look much into this aspect when entering into the markets of countries like China and Taiwan as the literal translation of Coca-Cola in Chinese characters mean, bite the wax tadpole. Changes are necessary in international marketing for consumers products, as it is important that the products suit ones taste, preferences and fulfill ones needs. Coca-Cola has continued changing, improving and developing new drinks to appeal to local tastes. After discovering that Coke did not appeal as much to Japanese consumers, Coca-Cola developed over 30 new drinks for the Japanese market, which inclusive of Asian tea, English tea, coffee and fermented-milk drink. In China, Coca-Cola has also begun the similar strategy of introducing beverages developed for the taste buds of local market. It launched a fruit juice drink called Tian Yu Di (Heaven and Earth) specifically for the Chinese market with planning of introducing the market with a Chinese iced tea and soy milk drink.

Many U.S. citizens are practicing healthier lifestyles. This has affected the non-alcoholic beverage industry in that many are switching to bottled water and diet colas instead of beer and other alcoholic beverages. Also, time management has increased and is at approximately 43% of all households. The need for bottled water and other more convenient and healthy products are in important in the average day-to-day life. Consumers from the ages of 37 to 55 are also increasingly concerned with nutrition. There is a large population of the age range known as the baby boomers. Since many are reaching an older age in life they are becoming more concerned with increasing their longevity. This will continue to affect the non-alcoholic beverage industry by increasing the demand overall and in the healthier beverages.

Technological Analysis for Coca-ColaSome factors that cause company's actual results to differ materially from the expected results are as follows: The effectiveness of company's advertising, marketing and promotional programs. The new technology of internet and television which use special effects for advertising through media. They make some products look attractive. This helps in selling of the products. This advertising makes the product attractive. This technology is being used in media to sell their products. Introduction of cans and plastic bottles have increased sales for Coca-Cola as these are easier to carry and you can bin them once they are used. As the technology is getting advanced there has been introduction of new machineries all the time. Due to introduction of this machineries the production of the Coca-Cola company has increased tremendously then it was few years ago. Coca-Cola has six factories in Britain which use the most state-of the-art drinks technology to ensure top product quality and speedy delivery. Europe's largest soft drinks factory was opened by CCE in Wakefield, Yorkshire in 1990. The Wakefield factory has the technology to produce cans of Coca-Cola faster than bullets from a machine gun

1.1.2.2 FINANCIAL REPORTThis 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.

$.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.These charges are partially offset by a gain of $.05 per share after income taxes related to the merger of Coca-Cola Beverages plc and Hellenic Bottling Company S.A. and $.04 per share after income taxes related to benefits from a tax rate reduction in Germany and from favorable tax planning strategies.

1.1.2.3 DIVIDEND AND CASH INVESTMENT PLAN :The Dividend and Cash Investment Plan permits shareowners of record to reinvest dividends from Company stock in shares of The Coca-Cola Company. The Plan provides a convenient, economical and systematic method of acquiring additional shares of our common stock. All shareowners of record are eligible to participate.Shareowners also may purchase Company stock through voluntary cash investments of up to $125,000 per year. At year-end, 76 percent of the Company's shareowners of record were participants in the Plan. In 2002, shareowners invested $36 million in dividends and $31 million in cash in the Plan. Company statistics:The statistics of this company is impressive. Since it is operating through out the world that is why the number of employees and the bottling equipments is highest among the other bottling companies. There is a constant increase in every aspect when we compare the statistics of 2001 and the statistics of 2002. This is because; Coca Cola Company is increasing its volume day by day. The expansion of this company, which shows the success of Coca Cola brands, results in the percentage change in the statistics of the two years. The statistics is as follows.EBITDA is the Earnings before interest, taxes, depreciation, and amortization, and other non-operating items.Net Debt is the Long-term debt plus current portion of long-term debt less cash and marketable securities.Equivalent Case or Unit Case is the physical case and fountain gallons converted to a standard unit of measure defined as 24 eight-ounce servings or 192 ounces per equivalent case sold by Coca-Cola Enterprises.

1.1.2.4 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.Major brands of coca cola Coke Sprite Fanta Diet coke Coke classic

The commitment of the company is to devote resources to water only in markets where it expects profitable growth. This strategy has paid dividends. The company has successfully applied its approach to brands in several key markets, including Ciel in Mexico, Mori No Mizudayori in Japan, Bonaqua in Russia and Kinley in India. Backed by a strong network of bottling partners throughout the United States, Dasani became the nation's fastest-growing water brand. In Eurasia, the entire Turkuaz brand team worked together to launch Turkey's first purified water brand. This year, Coca-Cola Company also successfully energized a major piece of its beverage strategywater. By the end of 2001, its bottled water volume exceeded 570 million unit cases, making it the second biggest contributor to the growth of the company after carbonated soft drinks. Three of the water brands, Dasani, Ciel and Bonaqua each achieved sales of over 100 million unit cases for the year.

In 2001and 2002, the company has also made good progress in coffees and teas. Beverage Partners Worldwide, the renewed and strengthened marketing partnership with Nestl S.A., began operations in 2001. This partnership combines Nestl's knowledge in life science, research and development with the expertise of Coca Cola Company in brand building and distribution. At the same time, the company grew Georgia coffee in Japan by 3 percent through award-winning marketing in a category that was flat for the year. Also in Japanwhere The Coca-Cola Company is the leader in the total tea category, the second-largest category in the non-alcoholic ready-to-drink segmentit launched Marocha Green Tea. With sales of 46 million unit cases for the year, Marocha Green Tea is the fastest-growing product in the fastestgrowing category: green tea. The popularity of Marocha is also recognized by the industry with a leading trade journal Naming Marocha the most popular new food and beverage product of the year.

Among the soft drinks Fanta and Sprite become successful along with the major brand Coca Cola and Diet Coke. In key markets, the company has created new packaging sizesto satisfy consumer demands. Increasingly, Mexican families have lunch together at home. The average Mexican household drinks two-and-a-half liters or more of soft drinks during that break, while a two-liter bottle was the largest available package. So the company introduced a convenient 2- liter bottle to select regions, contributing to the sale of nearly 1.5 billion unit cases of Coca-Cola in Mexico this year. This larger bottle will complete its nationwide rollout in 2002. In China, Coca-Cola is an integral part of holiday celebrations and the family get-togethers that accompany such events. Through an intense focus on Coca-Cola, innovation and new beverages, it has achieved volume growth of 10 percent in 2001. In China, sales of Coca-Cola increased by 6 percent. In the United States, recognizing that consumers often enjoy their diet Coke with a slice of lemon, the company "bottled" the concept. The resultdiet Coke with lemoncontributed to volume growth of 4 percent for the number-one diet. Soft drink in North America: diet Coke. The company increased its two largest bottle sizes during the 2001 holidays, and festival packaging helped drive a 6 percent volume increase for Coca-Cola. The packaging innovations do not just involve resizing. The company has also responded to consumers' changing fashion styles with new bottles. With brands such as Minute Maid, Hi-C, Simply Orange and Disney juices and juice drinks in the United States, Qoo in Asia, Kapo in Latin America and Bibo in Africa. This year, the company re-launched its global sports-drink business, investing in new products, packaging, positioning and marketing. The results speak for themselves: its global sports drinks, led by Powerade and Aquarius, and grew by 13 percent in 2002, nearly double the growth rate of the worldwide sports-drink category. Revitalized in the United States, the company introduced Powerade in nearly every major Western European market, including Great Britain, Germany and Spain, as well as in Mexico and Latin America. The company launched 27 products in 2001.

The commitment of the company to packaging innovation also resulted in new initiatives for our fountain business, a channel through which many consumers enjoy Coca-Cola. In the United States, the company developed Fountain, a total beverage dispensing system that is more flexible and more reliable. Two years of research resulted in a dispensing system that provides exceptional beverage quality, easy to upgrade technology, brand and graphic customization and improved reliability.

1.1.2.5 EXPANDING TARGET MARKETIn last 2 years Coke has come back in aggressive manner. Consumer Has Got ChoiceNow the consumer has got choice. Because now they know the name of another big brand, though coke is the 2nd best name but it can get a better position after some time Attractive Brand NameNow the consumers know the Name of Coke, because Cokeis the name, which is the most popular after the word ok. So people can better differentiate brands with each other. Brand DifferentiationNow different companies have got different brand names. So, people can distinguish between brands. Two major brands coke and Pepsi also have brand names. Coca Colas BrandCoca cola is US brand. Because they believe in the togetherness, being people together and friends are being together. Coca Cola strongly believes that Pakistani temperament is US not ME Pepsis BrandPepsis brand is basically is basically ME branded. They use the temperament of ME. In contrast to Coke they believe on individual struggle.

1.1.2.6 THREATS AND OPPORTUNITIES FOR PRICE OpportunitiesIf Coke is considered a luxury product. Then there is the tax rate system15% - sales tax20% - excise duty27% - goes to government03% - In making BudgetAfter paying all these taxes coke has to pay electricity charges. We have to spend on distributions. After paying all these expenses Cokes margin squeezed and consumers have to pay for increasing tariffs. These are the opportunities through which we can increase the price and can get profits. ThreatsThere are much more threats in increasing prices. Because same problem of substitute. If Coke increase the price lets say 1 rupee. Then people definitely wont go for coke. They have the best substitute of Coke that is Pepsi. So these are the threats in increasing prices. Coke will lose the margin of its profit and can face loss.

1.1.2.7 STRATEGIES OF GETTING GOALS I.E. HIGH PROFITSTo increase the price is the least thing, which Coke can adopt. There are so many ways through which Coke can increase the profits. Some major questions are as follows.How to increase the volume of consumers?Coke can increase the volume by expanding the industry of coke. Through advertisements, offering different interesting things to attract people towards this product.

How to increase the interest level of consumers?Coke is increasing the interest level of consumers by offering different flavors. For example Coke is increasing the number of flavors in Fanta, this is one of the product of coke. Through offering different flavors Coke can increase the Level of consumers and through this profits can be gained.How to take part in energetic festivals?Coke is already taking part in the festival like Basant since last 3 years. Coke offers different attractive things in their festival and through this Coke gained high profit and consumption of coke increased on these occasions. And this year in this year 2002 people were anxiously waiting that what interesting thing coke is going to offer. MARKETING STRATEGYOur 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 tohave billions of friends around the world, and we never forget it. MARKET POSITIONINGProduct RangeThe total range of Coca Cola Company in Pakistan includes: Coke. Sprite Fanta. Diet Coke.

And company offers their products in different bottle sizes these includes: SSRB (standers size returnable bottle) LRB (litter returnable bottle) NRB (no return bottle) or disposable bottle PET 1.5 (1.5 litter plastic bottle) CANS (tin pack 330 ml)PackingCoca 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

PRICE STRATEGYTrade PromotionCoca 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 thats 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 They do agreements with a shop keepers and stores to exclusive sale in that stores. These stores are called as KEY accounts in their local language. And coke also invest heavy budget on these stores and offers them free samples and free bottles and some time cash incentives.Different Price In Different SeasonsSometimes Coca Cola Company change their product prices according to the season. Summer is supposed to be a good season for beverage industry in Pakistan. So in winter they reduce their prices to maintain their sales and profit. But normally they reduce the prices of their pet bottles or 1 litter glass bottle. PROMOTION STRATEGIESGetting shelvesThey 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.

Eye Catching PositionSalesman of the coca cola company positions their freezers and their products in eye-catching positions. Normally they keep their freezers near the entrance of the stores.Sale PromotionCompany also do sponsorships with different college and schools cafes and sponsors their sports events and other extra curriculum activities for getting market share.UTC SchemeUTC 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 CHANNELSCoca Cola Company makes two types of selling:Direct SellingIn direct selling they supply their products in shops by using their own transports. They have almost 450 vehicles to supply their bottles. In this type of selling company have more profit margin.Indirect SellingThey 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. FACILITATING THE PRODUCT BY INFRASTRUCTUREFor providing their product in good manner company has provided infrastructure these includes: Vizi cooler Freezers Display racks Free empty bottles and shells for bottles ADVERTISEMENTCoca Cola Company use different mediums Print media Pos material TV commercial Billboards and holdingsPrint MediaThey often use print media for advertisement. They have a separate department for print media.POS MaterialPos material mean point of sale material this includes: posters and stickers display in the stores and in different areas.TV CommercialsAs 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.Billboards And HoldingsCoca cola is very much conscious about their billboards and holdings. They have so many sites in different locations for their billboards. EXPECTATIONS FOR THE COMING YEAREverything starts from the attitude of consumers behavior. And the basic key to attract the consumers is to throw the money away. 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. Coming year is the challenging year for the industry of Coke. They have to take lots of decisions that how to increase the production and where they have to spend money. For gaining success in coming year they have to have some important things like:1. Loyal consumers are important for companys success.2. 2.Workers should be the brand centric not the promotion3. Centric.4. 3. They should know how much to for the brand activities.5. 4. They should also know that how much to do with the6. Promotion activities for brand. HOW COKE DETERMINE THE YEARLY BUDGET?Coke determines its yearly budget by the:

Sales VolumeCoke determines its yearly budget through the sales volume. They first concentrate on the thing is what is the condition of their sales? if the condition is good of their sales then they definitely increase their production and sales volume. Otherwise they concentrate on their old strategies.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 gettinghigh 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 SALES PROMOTION ACTIVITIESCoca-Cola CricketCricket the most sought after; watched & played game in Pakistan .the game of cricket has been owned by various brands in the industry for the promotion of their products over a period of time. It has ranged from tobacco to lubricants to communication companies to banks to airlines & lately to the beverage industry. The competition has become tougher & tougher as the time has progressed. Coca-Cola signed a sponsorship agreement with eight of Pakistans National cricket players. Coca-Cola realizing the fact that cricket is a very strong element by which it can reach it consumers & masses invested in the opportunity and launched a massive campaign on mass media showing all these cricket stars endorsing & complimenting Coca-Cola brand. The Coca-Cola Company developed three TV commercials & four testimonial ads with the player & ran them on the national net work during various cricket matches. These bold steps taken by the Coca-Cola marketing unit acclaimed them many acknowledgements across the board. This campaign helped Coca-Cola to establish its association with the game & the player.Coca-Cola ConcertsAbrar-ul-haqs 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-Colas commitment towards providing healthy & fun-filled entertainment for the youth of Pakistan. Coca-Cola brought Abrar to his fans through holding concerts & featuring Abrar in a much-appreciated TVC & MMT featured throughout the country. The TVC campaign focused on the hectic lifestyle of a pop star who found respite & relief through Coca-Cola in short moments that he had to himself during a concert. Coca- Colas brand positioning of providing deep down refreshment for the body, soul & mind were captured accurately in the TVC & depicted aptly how the drink completes the moment for Abrar.Coca-Cola Food MelaWith a splash of food, fun & prizes to be won, the Coca-Cola food mela treated the people of Karachi, to a festive food festival comprising of 50 restaurants, spread out all over the bustling citys map. The promotion saw the avid families & friends enjoying the delicacies at the restaurants; all resiliently upholding the Coca-Cola identity.Coca-Cola Basant FestivalIn February the month of basant the parks & horticulture authority in Lahore nominated Coca-Cola the official sponsor of the basant festival .Coca-Cola added to the carnival atmosphere by making the festival free to enter & decorating all main roads in Lahore with illuminated kites. Coca-Cola also hosted a concert of pop idol Abrar-ul-haq, had childrens parade & held the Coca-Cola kite flying championship during the basant festival. Now where there is basant there is Coca-Cola, it has been impossible to envisage basant without Coca-Cola. Coca-Cola give the more refreshing flavor to the colors of basant by adding more life to the festival, giving the consumer a unique experience which they had never tasted before.Coca-Cola GO-REDQuenching the thirst of motorist, pedestrians & passer bys during Lahores hottest summer season, Coca-Colas GORED 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.Coca-Cola Party in a Park In June 2000, Coca-Cola created an experiential musical evening in Lahore, where Junoon performed. This program was recorded and one-hour program shown in the national TV for free.10 million households saw Coca-Cola Party in a Park while 10 thousand people attended the event.Coca-Cola Shopping FestivalCoca-Cola hosted The Coca-Cola Shopping Festival Lahores first shopping festival, a resounding success with tempting discounts, live music, great prizes & fireworks. Liberty marketing Gulberg was a hive of activity during the weeklong shopping extravaganza. The in augural event proved so popular that it is now set to become an annual fixture. Coca-Cola Pet Promotion In 1996, Coca-Cola launched 1.5 liter Pet contour bottle for the first time in Pakistan. Targeting house wives & family home, Coca-Colas 1.5 liter Pet bottle, took the limelight & gained momentum with a campaign promoting the unique packaging and its numerous consumer benefits .A treat for the family, Coca-Colas PET was offered through a price off promotion that said.Go out & get someCoca-Cola Ramzan CampaignA very special occasion for the people of Pakistan Ramzan saw another very special Coca-Colas promotion, marketing the popular 1.5 liter PET bottle & the 1 liter bottle with a super price-off promotion. The emphasis on enjoying Coca- Cola at Iftar with friends & family. Coca-Cola Wonder of the World Promotion In July 2000, Coca-Cola set the stage of the grand UTC promotion. Coca-Cola went ahead with the idea of giving consumer chances to win fabulous, magical dream vacation to numerous wonder destination throughout the world on every purchase of a 250 ml RGB bottle of Coca- Cola, Sprite, & Fanta. The promotion gave consumers a chance to win free drink, a trip to PARIS, HOLLYWOOD, NEWYORK, SINGAPORE & CAIRO along with airfare & four nights free stay in these dream lands. The promotion saw avid consumer collecting Coca-Cola Crown caps & sparked a keen response from the public , rendering an outstanding testimonial campaign in the second phase, highlighting the winners over whelmed in the magical delight of their favorite beverage Coca-Cola. Coca-Cola & Nokia In August 2001, the new under-the-crown promotion Nikla Kiya?(What have u won) was launched in collaboration with Chimera Nokia.The promotion gave consumer a chance to win thousands of Coca-Cola branded Nokia 3310 cellular phones on every purchase of 750ml RGB bottle of Coca-Cola ,Sprite, & Fanta.The other highlight of promotion was the Caught Red Handed campaign. Branded Coca- Cola with caught red handed team in them went to Lahore & Karachi for three days, with target that anyone being caught drinking Coca-Cola will be awarded a nokia 3310 mobile phone & if someone is caught talking on a nokia mobile will win free supply of Coca-Cola. Caught red handed become a huge success among the masses as it was one to one interaction between the Coca-Cola brand & the consumers. This activity helped build confidence and brand loyalty among core consumers.Coca Cola TV MazzaThe coca cola new campaign is coca cola tv mazza, it is a utc scheme in which people are getting television sets of different sizes. These days this scheme is very popular among the people. Coca-Cola & Mc Donalds Coca-Cola & key account of MC Donalds launched the we go together joint promotion to reinstate amongst consumers a real sense of the affinity that, both shares globally. The promotion kicked off with pos material (Danglers, Bunting etc) displayed at all MC Donalds restaurants along with a special offer for coke & fries. Fanta & Sprite LaunchedIn November 2000moving on to the Sprite & Fanta brands, the consumers in Pakistan witnessed a soft launch in essence. The Coca-Cola Company declared the new Non- Returnable bottles of Sprite & Fanta as the New, On the Go Packs flaunting the innovative packaging convenience. Fanta & Sprite are sure to enjoy considerable success in Pakistan.Diet CokeAfter 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.

1.1.2.8 SWOT ANALYSISStrengths:Coca-Cola has been a complex part of American culture for over a century. The product's image is loaded with over-romanticizing, and this is an image many people have taken deeply to heart. The Coca-Cola image is displayed on T-shirts, hats, and collectible memorabilia. This extremely recognizable branding is one of Coca- Cola's greatest strengths. Additionally, Coca-Cola's bottling system is one of their greatest strengths. It allows them to conduct business on a global scale while at the same time maintain a local approach. The bottling companies are locally owned and operated by independent business people who are authorized to sell products of the Coca-Cola Company. Because Coke does not have outright ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers. A company like Coca-Cola has much internal and external strength, but when launching a product of this sort, they begin to run into many internal and external weaknesses as well. As far as internal strengths go, Coca-Cola itself is a strong company to say the least. Not only are they a $23 billion company, but in 200 nations, Coke sells about 400 drink brands, including four of the top five sellers right now. They own 36% of the largest Coke bottler in the world, Coca-Cola Enterprises, which staffs facilities all over the world. Although Coke has never produced an organic product, they do own Odwalla, which is a natural juice company. This product would not be marketed as an Odwalla brand, but Odwalla's knowledge of natural juice making will be a great strength for Coca-Cola. Organic products are on the rise, with 70% of Americans having purchased something organic at least once. While organics are becoming more and more popular, there still are not many well-known organic companies; therefore, Coca-Cola will not have much competition. Perhaps one of their biggest strengths is the brand loyalty their customers have. When this product islaunched, avid Coke drinkers will choose this organic fruit juice or soda over any other competitor simply because it's a Coca-Cola product and they trust it.Weaknesses:Although domestic businesses as well as many international markets are thriving, Coca-Cola has recently reported some "declines in unit case volumes in Indonesia and Thailand due to reduced consumer purchasing power." According to an article in Fortune magazine, "In Japan, unit case sales fell 3% in the second quarter because while Japan generates around 5% of worldwide volume, it contributes three times as much to profits. Latin America, Southeast Asia, and Japan account for about 35% of Coke's volume and none of these markets are performing to expectation.Coca-Cola on the other side has effects on the teeth's which is an issue for health care. It also has got sugar by which continuous drinking of Coca-Cola may cause health problems. Being addicted to Coca-Cola also is a health problem, because drinking of Coca-Cola daily has an effect on your body after few years.Opportunities:Brand recognition is the significant factor affecting Coke's competitive position. Coca-Cola's brand name is known well throughout 94% of the world today. Packaging changes have also affected sales and industry positioning, but in general, the public has tended not to be affected by new products. Coca-Cola's bottling system also allows the company to take advantage of infinite growth opportunities around the world. This strategy gives Coke the opportunity to service a large geographic, diverse, area.Threats:Currently, the threat of new viable competitors in the carbonated soft drink industry is not very substantial.The threat of substitutes, however, is a very real threat.The soft drink industry is very strong, but consumers are not necessarily married to it. Possible substitutes that continuously put pressure on both Pepsi and Coke include tea, coffee, juices, milk, and hot chocolate. Even though Coca-Cola and Pepsi control nearly 40% of the entire beverage market, the changing health consciousness of the market could have a serious affect. Of course, both Coke and Pepsi have already diversified into these markets, allowing them to have further significant market shares and offset any losses incurred due to fluctuations in the market.Consumer buying power also represents a key threat in the industry. The rivalry between Pepsi and Coke has produced a very slow moving industry in which management must continuously respond to the changing attitudes and demands of their consumers or face losing market share to the competition. Furthermore, consumers can easily switch to other beverages with little cost or consequence

1.2 MARKETING MIX IN COCA COLAMarketing mix is the pack of four sets of variables namely, product variables, price variables, promotion variables and place variables.The Coca Cola, marketing mix is decided by the director and the chief marketing manager. They decide the marketing mix relating to the company by consulting records of the previous year with the assistance of senior manager marketing. They make strong strategic and policies of the product, price, promotion, physical distribution to promote sale and to earn good profit. These policies are sent to manager of Coca Cola for implementation.Company passes this information to concerned officer for efficient implementation of policies. Manager acts as a middleman between various departments. The Director and Chief Marketing Manager reviews the policies relating to marketing mix each year depending upon the market condition and previous year records. A company's marketing efforts starts and ends with the consumer. Before taking any decision regarding the marketing mix customer demand, needs and desires are first consider and preference is given to it.

1.2.1 PRODUCT MIX IN COCA COLAA companys product defines its business. It is the product around which all the marketing & marketing efforts of the company revolves. Without a product there is nothing to price, nothing to promote and nothing to distribute. So every aspect of enterprise must fit in product.A Product can be defined as a collection of physical, psychological, service and symbolic attribute that collectively yield satisfaction or benefits to buyer or user.Meaning of Product MixProduct Mix is a composite of total assortment offered b an enterprise for sale over a period a time. The product mix has three dimensions which call for specific managerial attention in any sound marketing management.These dimensions are:Width The width of the product mix is measured by the number of product lines found within the company.Depth The Depth of product mix is measured by the variety of sizes, colors and models offered within each product line.Consistency The consistency of the product mix refers to how closely relate the various products lines are in end use, production requirement, and distribution channels or in some other way.All the dimensions of the product mix have a market rationale. Through increasing the width of the product mix, the company hopes to capitalize on its good reputation and skill is present markets. Through increasing the depth of its product mix, the company hopes to entice the patronage of buyers of widely differing tastes and needs. Through increasing the consistency of its product mix, the company hopes to acquire an unparalleled reputation in a particular area of endeavour.Products are the sum total of physical and psychological satisfaction it provides to the buyers. The product mix is the composite of product offered for sale by the firm over a period of time. Coca Cola has a wide range of products which it provides to it consumers. Figure 1.2: The Product Mix VariablesProduct Labeling Product Branding Product Quality Product Package Product Design Product Range Product Line

Product Services

The variables of product mix are:-PRODUCT RANGE The products of the company are Fully Floating , Fixed , Stub , Semi Floating and Half etc. It manufactures the products under latest technology supervised byhighly technical people, authenticated with global presence in terms of quality. PRODUCT QUALITY Coca Cola had laid quality assurance parameters in various stages of production line right from the stage of raw material procurement to the point of dispatches of finished products.The quality policy of Coca Cola is to satisfy customers by providing timely delivery of quality products and company is committed to continually improve the effectiveness of the quality management system.Coca Cola manufacture produces only best quality products. This can only be maintained by proper research and testing. All the products are prepared according to the needs of the consumer. Proper standards are set for every product and after manufacturing them they are tested that they are according to the standards or not if deviations occurred they are removed.PRODUCT DESIGNCoca Cola design its products in such a way so as to satisfy the customer's needs and provide them those products which are actually required to them. In many cases it makes the products on the bases of sketch (diagrams) of the product given to them by the customer or a firm. There is a research laboratory where tests are conducted continuously in order to make products even better.PRODUCT PACKINGThe products are packed in such a way that they remain clean, protected against the physical losses or manhandling loss, easy storage and can be easily identified. The various materials used for packing the products by Coca Cola are wooden cases, iron strip, thermocol paper, paper cutting, polythene bags, plastic strips, and iron cases.PRODUCT LABELINGThe products are labeled properly. The label describes the name and the trademark of the company with an ISI mark over it. It also shows the information about the product, the way to use the product, how it is made, etc.PRODUCT BRANDINGA brand shows the image, quality, value and personality of the product. Coca Cola sells almost all its products under the name of "Coca Cola". Coca Cola is quite popular in the market for its products.

1.2.2 PRICE MIX IN COCA COLAThe uniqueness of price in the marketing mix is that it is the only element that generations revenue; all other elements of the marketing mix inner costs. So setting the right price for a product can be key to success or failure. If the product is not properly priced, all the efforts on producing, promoting and distributing the product will prove fatal. A products price must reflect the quality/value the consumer perceives in the product.Price is the amount for which a product, service or an idea is exchanged or offered for sale regardless of its worth or value to the potential purchases.In order to determine the price of the product marketing manager must keep in mind the factors like nature of the product, cost of manufacturing marketing nature of market, channels of distribution and pricing policies & strategies to the pricing policies, margin terms of credit, term of delivery & commission.While determining the price of the product, company first considers the impact of such prices over the consumer segments. Proper survey in the market is made so that the price cannot be under or over estimated by the company. The variables of the price mix in the company are:

PRICING POLICY AND STRATEGYPrice of the product plays an important role in the market because it has a direct bearing over the total profits of the enterprise. The price of the product is fixed in such a way that it covers the cost of production and it should be easily affordable to the customers. The management of Coca Cola keeps the following points in mind while deciding the price of the product.These are: Labour cost Cost of production Market price of competitor's product Demand for the product Government regulations etc.

TERMS OF CREDITCoca Cola offers the following types of discount to its customers. These are : CASH DISCOUNT: Coca Cola offers cash discount of about 2% to the dealers if the payment is received within 7 days of billing and a credit period of about 30 to 40 days is allowed. The payment is done with the help of cash or by a bank draft. Other discounts are also given by the company depending upon the marketing conditions. TERMS OF DELIVERY: The goods which- are ordered by the distributors, dealers and other companies are delivered within 30 days from the date of confirmed order. TARGET DISCOUNT AND INCENTIVE: The firm offers discount and other incentives, usually in the form of materialistic gifts. MARGINS: It means the difference between the price charged to the customer and the cost of the product. The margins are kept secret by the management of the Coca Cola It depends upon the nature of products. In case the products, need high maintenance cost and after sale services then it needs higher margin.The products of Coca Cola are also exported to many countries. So, the company has also a specific credit policy for foreign market i.e. they follow 45 days credit to importers. On the receipt of confirm order following formalities are to be observed. (i) Compiling the Documents a. G.T.R. (Goods Transport Receipt)b. Invoice Delivery Challan c. Certificate of Origind. Export Promotion Copy e. Letter of Creditf. G.R.I. (ii) These documents along with forwarding memo has to be sent to concerned bank of the party.

QUANTITY DISCOUNTThe firm offers price reduction to buyers who buy large quantity of product from them.

1.2.3 PLACE MIX IN COCA COLA Place mix constitutes the third important element of marketing. Place mix stands for selecting channels & out lets through which products reach into the hands of customers and arranging their physical movement to different market segment. It comprises the set of tasks involved in planning and implementing the physical flow of materials final goods from the points or origin to points of use or consumption to needs of customers at a profit. It involves the management of the channels by which ownership of products is transferred from producer to customer.It calls for the matching arrangement for the smooth flow of goods services from producers to consumers. The basic object of the manufacturer in selecting & developing distribution channels in conjunction with other elements of the marketing mix is to maximum the degree of attainmentof company goals including profit, stability & long-term growth. It should be emphasized that marketing channel polices are an integral part of the marketing mix and must be considered on the basses of other marketing decisions.Place mix is concerned with : Creation of place utility Creation of time utility Creation of Position utilityIn other words, it signifies two things name-Physical Distribution & Channels of Distribution.Physical Distribution : It means how product is distributed to customers. It involves means & ways of distribution.Channels of Distribution : It considers the channels, medium through which product reaches from producer to customer.Place or distribution mix stands for the marketing arrangements for the smooth flow of goods and services from the producers to the consumers. The basic variables are:TRANSPORTATIONThe trucks of the company are used for distribution of goods in the market. For local area, the company provide the goods at free of cost and where are other competitors at that place also the company provides goods at free of cost. But in other parts outside Jalandhar, the dealers and distributors or customers of the company have to bear the cost of transportation.The company also use the cargo service to transport the goods from one place to another in local as well as export market for exports they use air as well as sea transport depending upon the requirements of buyers. ORDER PROCESSINGCoca Cola has many branches in different parts of the country and abroad where customer's places their order. Then the sales executive of that branch send orders for the products to the head office. After manufacturing the required products, it sends to the customer who needs it.INVENTORY LEVELThe Company tries to keep the inventory level in proper quantity, so as to balance the ordering cost and carrying cost. The raw-material required for the production is easily available in the market, so the unnecessary stock is not stored for the longer period. The company first estimates the required raw-material according to the needs and then it places the order for the whole quantity of the raw-material at a time.

WAREHOUSINGCoca Cola has a proper chain of warehousing for the storage of finished goods or products. Generally the need does not arise, as finished goods are immediately supplied to the customer at the right time.

1.2.4 PROMOTION MIX IN COCA COLA Promotion is a spark plug in the marketing mix and nothing until somebody promotes something. Sales do not take place automatically without promotion even through the product of a company is unique on superb.So, promotion is the process of marketing communication to inform, persuade, remind and influence, persuade, remind and influence consumers or users in favor of manufacturers product or service. In economic terms, that means changing a firms demand curves-shifting it to the right & changing its shape to make demand inelastic when price increase and elastic when prices decrease.It stands for activities, which communicate the merits of the products and persuade target consumers to buy it. Promotional activities always attempt to affect knowledge, attributes reference and behaviors of customers.Promotion Mix is the communication mix, which deals with the personal and impersonal persuasive communication about the product or service of the manufacturer, Personal communications relate to face-to-face meeting between sale force of the company and customer. On the other hand, impersonal communication includes advertising sales promotion and public relations.When deciding on the promotion mix, management should consider the nature of the market including the type of customer, nature of the product including unit value, the stage of the products life cycle and the funds available for promotion.In Coca Cola the marketing department regularly makes the efforts to aware the customers regarding its products. The company does this by the efficient promotion activities.

PERSONAL SELLINGPersonal selling has an important role in proper communication between the firm and the customers. Coca Cola sells its products through distributors and dealers as well as directly to its customers. It helps in developing good relation between the customer and the firm.ADVERTISINGAdvertising is very popular method of impersonal communication using a variety of media vehicles. It is done through newspapers, magazines , exhibition, wall printing, etc. the company has a prestigious image between his customers.SALES PROMOTIONIt is a function in the marketing of providing endorsement to buyers or providing them special offers. These offers are offered to the customers for a limited period only and these are offered at the time and place when the purchasing decision is made by the customer. Coca Cola also provides various incentives to its customers at different occasions. Many special offers and free gifts are also provided to the dealers and distributors for this purpose like pen, purses,diaries, key chains, bags and wall and table calendars.PUBLICITYCoca Cola does publicity from time to time to give information to the public about its products, policies, etc. It provides the material for publicity in the form of new releases, photographs, press conference, trade fairs and exhibitions. PUBLIC RELATIONSPublic relations involve installation of mutual understanding between a firm and all who are likely to come in contact with it. These sections of society are customers, shareholders, administrative staff and general public. It attempts to portray the image and the personality of the organization. The marketing-mix is a dynamic concept. Coca Cola changes it according to the requirement of the customers and according to changes in the environmental factors. It ultimately helps in maintenance of competition of Coca Cola with its competitors.

CHAPTER-2REVIEW OF LITERATURE

REVIEW OF LITERATUREVarious studies have been conducted on the telecom sector that contributes a lot towards the society. Out of them, some of the reviews have been discussed in brief as follows:

Levy(2009) concluded that the case of Coca-Cola is particularly interesting because during the 70-year period there were substantial changes in the soft drink industry as well as two World Wars, the Great Depression, and numerous regulatory interventions and lawsuits, which led to substantial changes in the Coca-Cola market conditions. The nickel price of Coke, nevertheless, remained unchanged. We find that this unusual rigidity is best explained by (1) a contract between the Company and its parent bottlers that encouraged retail price maintenance, (2) a single-coin vending machine technology, which limited the Companys price adjustment options due to limited availability and unreliability of the existing flexible price adjustment technologies.

Estrada (2010) studied the non-technical introduction to equity analysis and valuation. It portrays the situation of an analyst who, at the beginning of 1997, has to report whether Coca-Cola stock is undervalued or overvalued, and make a buy (or do-not-buy) recommendation. The tools of analysis introduced and briefly discussed in the case are the dividend-discount model and the CAPM, as well as some important magnitudes related to stock pricing. The case aims to introduce the issue of stock pricing to an audience without a Finance background. To that purpose, it is useful to introduce and discuss many terms relevant for stock valuation, such as EPS, dividends and dividend yields, P/E ratios, growth rates, and discount rates.

Bruner (2011) examined the implications of the merger for the rivalry between Coca-Cola Co. and PepsiCo, and for value creation by each firm. Because the merger would allow PepsiCo to control Gatorade, which held an 83% share in the sports drink market, PepsiCo would further strengthen its already-wide lead over Coca-Cola Co.

Fernandez (20012) analyzed in depth the valuations of Kellogg's and Coca-Cola performed by Damodaran and the method proposed by Interbrand. Damodaran valued the brand Coca-Cola in 24,6 billion dollars in 1993 and in 102,6 billion dollars in 1998. In recent years, a lot has been spoken about the value of companies' intellectual capital. However, almost all of the studies on the subject are highly descriptive and a long way from obtaining a quantitative valuation. It is by no means clear what the company's intellectual capital is, and even less so if we intend to value the company's brand and intellectual capital separately.

Dube (2013) found that an unusual feature of soft drink demand is that, at the individual purchase level, households regularly select a variety of soft drink products. Specifically, on a given trip households may select multiple soft drink products and multiple units of each. A concern is that using a standard discrete choice model that assumes single unit purchases may understate the price elasticity of demand. To model the sophisticated choice behavior generating this multiple discreteness.

Clarke (2013) led a corporate team that engineered a radical transformation of the forecasting process. The team took his organization from an unstructured, decentralized process to a disciplined internal collaboration of over 2,000 forecasters in a highly volatile promotional environment. Here he describes the lessons learned in managing the transformation.

Zhang(2014) concluded that there has been an increasing international consensus that conglomerate mergers rarely pose anticompetitive effects and recent E.U. cases have required the European Commission to satisfy a high burden of proof in cases of portfolio effects. Additionally, this paper examines the problems of using the AML to protect domestic small- and medium-sized firms. Finally, the paper discusses the enforcement challenges to MOFCOM and the need for China to introduce more checks and balances in the merger control regime.

Sodhi (2014) found in his study that the factors that best model strategic performance are different from those that best model operational performance. All companies are in Korea and the retailers include international companies like Carrefour, Tesco, and Wal-Mart while suppliers include Coca-Cola, Kimberley-Clark and Nestl

Giovanis (2014) examined two stocks of Athens Exchange Stock Market, that of Coca-Cola and 'Compucon'. We analyze the arbitrage pricing theory (APT) model and the Capital Asset Pricing Model (CAPM) and we compare the performance between them. Then we develop a neural network model in Synapse Software with the particle swarm optimization algorithm and show the flexibility of hybrid models and the Synapse software, as the superiority in forecasting performance, in relation to the traditional econometric methodology , like Ordinary least square and ARCH-GARCH estimations.

CHAPTER-3 NEED, SCOPE AND OBJECTIVES OF THE STUDY

3.1 NEED OF THE STUDYCoke is one of most consumed cold drink. They spend billions of dollars on their advertisement, promotions and recreational campaign. Coca-Cola has always had a close consumer and supplier relationship with its customers. Its entertaining and colorful advertisements have always and will always rock the media.Indian rock stars, sportsmen and actors have played a very vital role in making Coca-Cola such a popular beverage. So in order to make a analysis of the marketing strategy and factors with affects the marketing strategy of Coca Cola company, this study is being undertaken.

3.2 SCOPEThe present study is confined to Jalandhar city only and it considers analysis done on Coca Cola Company and various factors associated with it.

3.3 OBJECTIVES OF RESEARCH STUDY To make the marketing analysis of Coca Cola. To study the market position of Coca Cola brand in the market and various factors associated with it. To study the consumer satisfaction and their buying behavior towards Coca Cola brand. To study the various promotional efforts made by Coca Cola company.

CHAPTER-4RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research is a systematic design, collection, analysis and reporting of data and finding relevant solution to a specific situation or problem.Research methodology is a way to systematically solve the research problem. It includes the various and techniques for conducting a research. These are as follows:

4.1 RESEARCH PLANA research design is a framework for conducting the research project. It details the procedures necessary for obtaining the information needed to structure and/or solve the research problems.The research was descriptive in nature as it was based on marketing analysis of Coca Cola.

4.2 SAMPLING DESIGNUniverse: Respondents of the survey were the individuals belonging to Jalandhar City.Sample Unit: Individual respondent in following category: Business Men, Professionals, students, self-employed and service class people.Sample Size: It was composed of 50 respondents from Jalandhar city.Sampling Technique: Convenient Sampling technique was used for the study.

4.3 SOURCES OF DATA COLLECTION 1. Primary data source: The method of collection of primary data was direct personal interview through a structured questionnaire.2. Secondary Data Source: It was collected from internal sources. The secondary data was collected on the basis of organizational file, official records, news papers, magazines, management books, preserved information in the companys database and website of the company.

4.4 TOOLS OF PRESENTATIONTables and Figures are used to present the data.

4.5 TOOLS OF ANALYSISThe analysis was done by using percentages.

4.6 LIMITATIONS OF THE STUDY:Every research work suffers from some limitations; similarly this research also has some limitations. The limitations of the research project are as follows:- The biggest limitation was time. Because of limited time the research could not be carried out thoroughly. The internet information can be irrelevant. Many other factors are responsible for better analysis if product in the market is not taken into consideration. The research has been limited to Jalandhar only. Lack of availability of information full information.

CHAPTER-5DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATIONQ1. Which cold drink you enjoy the most?

Table 5.1: Response towards Enjoyment of ProductParticularsNo. of RespondentsPercentage

Pepsi1224%

Coca cola1428%

7up048%

Limca 0510%

Others1530%

Total50100%

Figure 5.1: Response towards Enjoyment of Product

Interpretation:From the above graph, it is clear that most of the respondents prefer to buy coke 28% followed by Pepsi with 24% respondents prefer to buy.

Q2. . Which of the following factors influences you while purchasing coke?

Table 5.2 Response Towards Factors Influencing While Purchasing CokeParticularsNo. of RespondentsPercentage

Taste2040%

Availability1122%

Advertisement1020%

Price0918%

Total50100%

Figure 5.2 Response Towards Factors influencing while purchasing coke

Interpretation:It is understood from the graph and the table that the respondents are more influenced by the taste of the cold drink. About 40% respondents are influenced by taste of the cold drink.

Q3. Which package size you prefer the most?

Table 5.3: Response towards Preference of Package SizeParticularsNo. of RespondentsPercentage

200ml2040%

300ml1224%

500ml1020%

2ltr.0816%

Total 50100%

Figure 5.3: Response towards Preference of Package Size

Interpretation:From the above graph, it is clear that 40% respondents prefer to buy 200ml package of coca cola followed by

Q4. What is the level of consumption?

Table 5.4 Level of ConsumptionParticularsNo. of RespondentsPercentage

1 per day0204%

Once a week1632%

More than twice a week0816%

Others 2428%

Total50100%

Figure 5.4 Responses towards Trying Coca Cola

Interpretation:From the Table and graph, the majority of the respondents said that they use to try coke once in a week and 48% respondents are consuming it occasionally.

Q 5: Which promotional scheme would you say is more popular among the public?

Table 5.5: Popularity of Promotional Schemes ParticularsNo. of RespondentsPercentage

Advertisements 1836%

Banners1224%

Pamphlets048%

sponsorship0612%

Others 1020%

Total 50100%

Figure 5.5: Popularity of Promotional Schemes

Interpretation:From the above graph and table, it is find out that majority of the respondents are influence from the advertisements, influencing 36% of the respondents.

Q6: How you think the sale of coke can improve?

Table 5.6: Response towards Increasing Sale of CokeParticularsNo. of RespondentsPercentage

Lowering price1632%

with passage of time0816%

With the help of celebrities1428%

offers1224%

Total50100%

Figure 5.6: Response towards Increasing Sale of Coke

Interpretation:From the above graph it is clear that the sale of the coke can be increased by lowering prices in the opinion of 32%of the respondents.

Q7: What are the reasons for taking coca cola?

Table 5.7: Reasons for Taking Coca ColaParticularsNo. of RespondentsPercentage

Refreshment2550%

Thirst quenching1224%

others1326%

Total50100%

Figure 5.7: Reasons for Taking Coca Cola

Interpretation:From the above graph and table, 50% of the respondents buy Coca Cola for refreshment purposes followed by 26% respondents for other purposes like parties, style etc.

Q8: What is the satisfaction level about the features of a Coca Cola?

Table 5.8: Satisfaction Level about Features of Coca ColaResponse Highly satisfiedsatisfiedneutraldissatisfiedHighly dissatisfiedTotal

Parameters

Taste 4%42%34%8%12%100%

Availability4%50%24%4%18%100%

Quality4%50%24%8%14%100%

price4%44%26%6%20%100%

Figure 5.8: Satisfaction Level about Features of Coca Cola

Interpretation:From the above scale it is clear that 42% of the respondents are satisfied with the taste of coca cola, 50% of the respondents are satisfied with the availability of the coca cola in the market. 50% of the respondents are satisfied with the quality of coca cola and 44% of the respondents are satisfied with the price of coca cola.

CHAPTER-6FINDINGS OF THE STUDY

FINDINGS OF THE STUDY

Study of the research problem results in some findings out of the study. This research results in the following findings: Majority of the consumers prefers coke that is 28%. Most of the consumers i.e. 40% of the total respondents consider taste as a major influence whole purchasing soft drinks. 40% of respondents prefer to buy 200ml coke bottle for consumption. Only 4% of the respondents consumes on per day basis, while majority of them consumes on other occasions. Among the respondents advertisement is the most popular promotional strategy adopted by any company. It is being found that the sales of the coca cola can be increased by lowering the prices. 50% of respondents consume coca cola for refreshment purposes. 42% of the respondents are satisfied with the taste of coca cola, 50% of the respondents are satisfied with the availability of the coca cola in the market. 50% of the respondents are satisfied with the quality of coca cola and 44% of the respondents are satisfied with the price of coca cola

CHAPTER-7CONCLUSION AND RECOMMENDATIONS

7.1 CONCLUSION It was observed that Coca-Cola has been perceived quite positively as it has been projected. People are aware of the Brand & Awareness of Coca-Cola is quite high in the market. When a product is launched, avid Coke drinkers choose this soda over any other competitor simply because it's a Coca-Cola product and they trust it. Although Coke has been into controversies, people still prefer to stay loyal to the Brand with Coca-Cola being termed as a more popular brand than Pepsi. Coca-Cola products would appear, on the shelf, to have the most expensive range of soft drinks common to supermarkets, at almost double the cost of no name brands. This can be for several reasons apart from just to cover the extra costs of promotions, for which no name brands do without. When people buy Coca-Cola they are not just buying the beverage but also the image that goes with it, therefore to have the price higher reiterates the fact that the product is of a better quality than the rest and that the consumer is not cheap. In supermarkets and convenience stores Coca-Cola has their own fridge which contains only their products. There is little personal selling, but that is made up for in public relations and corporate image. Coca-Cola sponsors a lot of events including sports and recreational activities.

7.2 RECOMMENDATIONSIn the report we have seen the graph of order booking targets and sales turnover. In the graph of order booking we have seen that the order for our product is increasing year. It means that with the increase of order to target. We have efficiency of the organisation; we have to improve on certain points: Cost efficiency:To get the achievement of cost efficiency we have to keep certain points in our mind they are resale of scraps, inventory management, and work distribution. Profit generation:In the SWOT analysis we have seen there is a great opportunity products, these can be turnkey for the company. The company should try to work on export. They should lay more emphasis on export. Improving technology:There is no doubt that the product of company is not good. But from time to time the regular improvement of the technology. It improves the quality of the product as well as save the time. Becoming a global player:With the last dealings we can conclude that the company had satisfy there maximum customers. After those dealings the company should try to get a good name in India as well as in international market.

REFERENCES

REFERENCES

Bruner (2011). The implications of the merger for the rivalry between Coca-Cola Co. and PepsiCo. Retrieved on February 7, 2011 from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=278089 Clarke (2013). Radical transformation of the forecasting process. Retrived on feburary 7, 2011 from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=987895 Dube (2013). Unusual feature of soft drink demand. Retrived on feburary 6, 2011 from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=727203 Estrada (2010). Non-technical introduction to equity analysis and valuation. Retrieved on February 2, 2011 from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=671804 Fernandez (2012) Repairing the Coke Machine. Business Week, Mar 19, 2001. Retrieved on feb.8, 2011 from http://www.businessweek.com. Giovanis (2014) Coke Adds Life to Sales, Profit After Losing Fizz in Late 90s; Outlook for drink company brightens with restructuring and U.S. economic recovery., The Los Angeles Times, feb. 15, 2011 Company Profiles of Coca Cola. Dow Jones Interactive online database. Retrieved Jan 22, 2011 from www.library.csun.edu/databases Levy (2009). Substantial changes in the soft drink industry. Retrived on feburary 8, 2011 from http://papers.ssrn.com/sol3/papers.cfm?abstract_id=886316 PepsiCo Inc. Gains in Soda Market as Coca-Colas Share and Sales Slip., Wall Street Journal, New York. Retrieved on Mar 1, 2009. Sodhi (2014) Introduction to coca cola. Retrived on January 22, 2011 from www.google/cocacola/lifetimevalue/in. Zhang(2014) Behind the Coke Boards Refusal to Let CEO Daft Buy Quaker Oats., Wall Street Journal, Feb 2, 2011 Coca Cola To Open 50,000 Outlets In Rural Push In India., Asia Pulse, Mumbai, Retrieved on Jan 24, 2011 from www.library.csun.edu/databases /ASAP business/ Keyword: Coca-Cola, India.

ANNEXURES

QUESTIONNAIRE

Name: __________________________Age: ___________________________Gender: _________________________

1. Which cold drink you like to consume?a) Pepsic) Coca Colab) Limcad) 7upe) Others 2. What is the level of consumption?a) 1 per dayc) once a weekb) More than twice a week d) others

3. Which package size you prefer the most?a) 200mlc) 500mlb) 300mld) 2lts

4. Which of the following factors influences you while purchasing coke?a) Tastec) Advertisementsb) Availability d) price

5. Which promotional scheme would you say is more popular among the public?a) Pamphletsd) bannersb) Sponsorshipe) advertisementsf) Other

6. How you think the sale of coke can improve?a) Lowering pricec) with passage of timeb) With the help of celebritiesd) offers

7. What are the reasons for taking coca cola?a) Refreshmentb) Thirst quenchingc) others

8. What is the satisfaction level about the features of a Coca Cola?

Response Highly satisfiedsatisfiedneutraldissatisfiedHighly dissatisfied

Parameters

Taste

Availability

Quality

price

3