Ranjeet Kumar Singh

Objective of the Study

The study aims to perform following objectives Market Analysis of Coca-Cola Company & find out

different factors effecting the growth of Coca-Cola.

Competitive analysis between Coca-Cola and its competitors.

To understand the Customer preferences towards various Coca-Cola products

Soft Drink Industry - An Overview

Coca- Cola Industry Profile• The Coca Cola Company is the largest beverage company in the world

• Has been in business for over 125 years

• Offers more than 3,500 beverages, and targets certain brands for certain markets (with only the flagship Coca Cola being sold in every single one of their markets)

• Works with over 300 bottlers around the world, and owns substantial stakes in some of the larger ones

• Includes 15 brands that have $1 billion or more in annual sales

• Sells its products in 200 countries

• Offers 1.7 billion servings per day

• Employs 146,000 people directly, and over 700,000 people if the bottlers are included in their role as independent contractors

Industry Statistics

The revenue of Coca Cola has been in a growing trends in an uniform way

The cash flow around the years been the same

Year 2011 have seen the maximum increase in revenue as compared to last year

South America has the highest consumption with around 29% of the total consumption

Africa has the least consumption with 11 %

Asia Pacific countries’ consumption is on growing trends and is expected to surpass other regions within next 5 year

Coca-Cola: Indian Market• Leading soft drink brand in India till 1977

• Forced to close down its operation by a socialist government

• Re entered in 1993 by buying whole Parle Brothers operation ( Thums Up, Limca & Maaza )

• Invested heavily for first five year sourcing : Affordability, Availability and Acceptability

• Different advertising campaigns for different regions of the country

• One of the most famous ad campaigns in India was ‘Thanda Matlab Coca-Cola’

Coca Cola Products in India

Coca-Cola: Indian Market• Future plans, India Increasing per capita consumption of beverages.

Expanding distribution networks.

Leading the beverage revolution in India

• For Coca-Cola, India is: Sourcing base for various commodities

• “Citizenship Efforts” in tandem with local NGOs to alleviate community issues in the areas of its bottling plants

• Coca- Cola, India: Investment of US$ 1 billion 5,000 employees. 25 wholly-owned, 35 franchisee owned bottling operations 27 contract packers

Porter’s Five Forces

• RIVALRY AMONG EXISTING FIRMS : Pepsi Co and Cadbury Schweppes

• POTENTIAL ENTRANTS : Due to strong brand name and great distribution channels Coca-Cola and Pepsi Co dominate the industry so less chance for new entrants

• SUBSTITUTES: In order to compete with the substitutes industry, Coca-Cola has diversified from just carbonated drink industry to other substitute and so have other brands like Pepsi

• BARGANING POWER OF BUYERS: While both Coca-Cola and Pepsi distribute their bottled soft drinks through a network of bottling companies, Coca-Cola uses its own network of wholesalers

• BARGANING POWER SUPPLIERS: Coke managers have long held 'power' over sugar suppliers

Swot Analysis of Coca-Cola

Research Methodology• Scope of the study: To discover the current position of Coca-

Cola in the market and to derive the preferences factors for Coca Cola

• Research Type: The objective of this research is to describe things such as market potential of the brand or the demographics and attitudes of consumers who buy the project

• Sources of data: Secondary Data: Internet, Marketing Reports, Text Books, Research Papers

Primary Data: Questionnaires and Survey

The survey : http://bit.ly/W9VHxt

Sampling

• Sampling Size: Through Questionnaires: 100 respondents Through Personal Interview: 25 respondentsTotal number of respondents are 125

• Limitations of the study Since the sampling procedure was judgemental, the sample selected may

not be true representative of the populations The study was confined to a particular location due to which the result

cannot be applied universally Economic and market conditions are very unpredictable

Data Analysis

Data Analysis

Coca-Cola is considered as a better brand as compared to Pepsi and other beverages

The others brand of both Pepsi and Coca-Cola lies behind to the other brand in beverages

Coca-Cola is considered as a better brand as compared to Pepsi and other beverages

The others brand of both Pepsi and Coca-Cola lies behind to the other brand in beverages

The others brand of Pepsi taste best as compared to the others drinks

Surprisingly not many people like the taste of Pepsi

Pepsi should consider to review its taste according to the needs

The others brand of Pepsi taste best as compared to the others drinks

Surprisingly not many people like the taste of Pepsi

Pepsi should consider to review its taste according to the needs

Data Analysis

Pepsi have the maximum satisfaction level along with the other brands of non Pepsi and non Coca Cola brands

The other brand of Coca-Cola has the least satisfaction level as compared to other brand

Pepsi have the maximum satisfaction level along with the other brands of non Pepsi and non Coca Cola brands

The other brand of Coca-Cola has the least satisfaction level as compared to other brand

The availability of both Pepsi and Coca-Cola is maximum

Both Coca-Cola and Pepsi needs to increase the sales force of its other brands also

The availability of both Pepsi and Coca-Cola is maximum

Both Coca-Cola and Pepsi needs to increase the sales force of its other brands also

Conclusions

Coca Cola products are more popular than the brands of Pepsi

Pepsi should focus more on the taste as compared to Coca Cola so that it can compete with the same

Mostly the consumers buys soft drink without any specific occasion or festivals

Although the overall consumption of Coca Cola is more and Pepsi is only a bit less, due to the restriction in the survey, it can be clearly stated on the overall result

Bibliography • Books Marketing Management - Kotler Philip Marketing Research- Malhotra & Dash

• Websites www.thecoca-colacompany.com www.india-server.com www.coca-colaindia.com www.opentonet.com www.magindia.com

• Others Annual Report of Coca Cola 2010 Annual Report of Coca Cola 2011

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