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"Coca-Cola Classic" redirects here. For the NCAA football game,
see Coca-Cola Classic (college
football).
Coca-Cola
Type Soft drink
Manufacturer The Coca-Cola Company
Country of origin United States
Introduced 1886
Color Caramel E-150d
Flavor Cola, Cola Cherry, Cola Vanilla, Cola Green
Tea, Cola Lemon, Cola Lemon Lime, Cola
Lime, Cola Orange and Cola Raspberry.
Variants See Brand portfoliosection below
Related products Pepsi
RC Cola
Cola Turka
Zam Zam Cola
Mecca-Cola
Virgin Cola
Parsi Cola
Qibla Cola
Evoca Cola
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Corsica Cola
Breizh Cola
Afri Cola
The Las Vegas StripWorld of Coca- Colamuseum in 2003
Coca-Cola is acarbonatedsoft drink sold in stores, restaurants,
and vending machines in more than 200
countries.[1] It is produced by The Coca-Cola Company ofAtlanta,
Georgia, and is often referred to simply
as Coke (a registered trademark of The Coca-Cola Company in the
United States since March 27, 1944).Originally intended as a patent
medicine when it was invented in the late 19th century byJohn
Pemberton, Coca-Cola was bought out by businessman Asa Griggs
Candler, whose marketing tactics led
Coke to its dominance of the world soft-drink market throughout
the 20th century.
The company produces concentrate, which is then sold to licensed
Coca-Cola bottlers throughout the
world. The bottlers, who hold territorially exclusive contracts
with the company, produce finished product
in cans and bottles from the concentrate in combination with
filtered water and sweeteners. The bottlers
then sell, distribute and merchandise Coca-Cola to retail stores
and vending machines. Such bottlers
includeCoca-Cola Enterprises, which is the largest single
Coca-Cola bottler in North America and
western Europe. The Coca-Cola Company also sells concentrate
forsoda fountainsto major restaurants
andfood servicedistributors.
The Coca-Cola Company has, on occasion, introduced other cola
drinks under the Coke brand name.
The most common of these is Diet Coke, with others including
Caffeine-Free Coca-Cola, Diet Coke
Caffeine-Free, Coca-Cola Cherry,Coca-Cola Zero,Coca -Cola
Vanilla, and special versions with lemon,
lime or coffee.
Based on Interbrand's best global brand 2011, Coca-Cola was the
world's most valuable brand.[2]
Indian History
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India is home to one of the most ancient cultures in the world
dating back over
5000 years.
At the beginning of the twenty-first century, twenty-six
different languages were
spoken
across India, 30% of the population knew English, and greater
than 40% were
illiterate. At
this time, the nation was in the midst of great transition and
the dichotomy between
the old
India and the new was stark. Remnants of the caste system
existed alongside the
worlds top
engineering schools and growing metropolises as the historically
agricultural
economy
shifted into the services sector. In the process, India had
created the worlds largest
middle
class, second only to China.
A British colony since 1769 when the East India Company gained
control of all
European
trade in the nation, India gained its independence in 1947 under
Mahatma Ghandi
and his
principles of non-violence and self-reliance. In the decades
that followed, self-reliance was
taken to the extreme as many Indians believed that economic
independence was
necessary to
be truly independent. As a result, the economy was increasingly
regulated and
many sectors
were restricted to the public sector. This movement reached its
peak in 1977 when
the Janta
party government came to power and Coca-Cola was thrown out of
the country. In
1991, the
first generation of economic reforms was introduced and
liberalization began.
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The Coca-Cola Company re-entered India through its wholly owned
subsidiary, Coca-Cola India Private Limited andre-launched
Coca-Cola in 1993 after the opening up of the Indian economy to
foreign investments in 1991. Sincethen its operations have grown
rapidly through a model that supports bottling operations, both
company owned aswell as locally owned and includes over 7,000
Indian distributors and more than 1.3 million retailers. Today,
ourbrands are the leading brands in most beverage segments. The
Coca-Cola Companys brands in India include Coca-Cola, Fanta Orange,
Fanta Apple, Limca, Sprite, Thums Up, Burn, Kinley, Maaza, Maaza
Milky Delite, Minute Maid
Pulpy Orange, Minute Maid Nimbu Fresh and Nestea Iced tea, the
Georgia Gold range of teas and coffees andVitingo (a beverage
fortified with micro-nutrients).In India, the Coca-Cola system
comprises of a wholly owned subsidiary of The Coca-Cola Company
namely Coca-Cola India Pvt Ltd which manufactures and sells
concentrate and beverage bases and powdered beverage mixes,
aCompany-owned bottling entity, namely, Hindustan Coca-Cola
Beverages Pvt Ltd; thirteen authorized bottlingpartners of The
Coca-Cola Company, who are authorized to prepare, package, sell and
distribute beverages undercertain specified trademarks of The
Coca-Cola Company; and an extensive distribution system comprising
of ourcustomers, distributors and retailers. Coca-Cola India
Private Limited sells concentrate and beverage bases toauthorized
bottlers who are authorized to use these to produce our portfolio
of beverages.These authorized bottlersindependently develop local
markets and distribute beverages to grocers, small retailers,
supermarkets, restaurantsand numerous other businesses. In turn,
these customers make our beverages available to consumers across
India.The Coca-Cola Company has invested nearly USD 1.1 billion in
its operations in India since its re-entry back intoIndia in 1992.
The Coca-Cola system in India directly employs over 25,000 people
including those on contract. Thesystem has created indirect
employment for more than 1,50,000 people in related industries
through its vastprocurement, supply and distribution system. We
strive to ensure that our work environment is safe and inclusive
and
that there are plentiful opportunities for our people in India
and across the world.The beverage industry is a major driver of
economic growth. A National Council of Applied Economic
Research(NCAER) study on the carbonated soft-drink industry
indicates that this industry has an output multiplier effect of
2.1.This means that if one unit of output of beverage is increased,
the direct and indirect effect on the economy will betwice of that.
In terms of employment, the NCAER study notes that an extra
production of 1000 cases generates anextra employment of 410 man
days.As a Company, our products are an integral part of the micro
economy particularly in small towns and villages,contributing to
creation of jobs and growth in GDP. Coca-Cola in India is amongst
the largest domestic buyers ofcertain agricultural products.As an
industry which has strong backward and forward linkages, our
operations catalysis growth in demand forproducts like glass,
plastic, refrigeration, transportation, and Industrial and
agricultural products. Our operations alsolead to incremental
growth for enterprises engaged in post production activities like
merchandising, marketing andsales. In addition, we share best
practices and technological advancements with our suppliers,
vendors and alliedindustries which often lead to improvement in the
overall standards of quality across industries.The Coca-Cola
Company has always placed high value on good citizenship. Our basic
proposition entails that our
Companys business should refresh the market; enrich the
workplace; protect and preserve the environment; andstrengthen the
community. We leverage our unique strengths to actively support and
respond to local needs -- be it
the need for education, health, water or nutrition. We have used
our distribution network for disaster relief, our
marketing prowess to raise awareness on issues such as PET
recycling, and our presence in communities to improve
access to education and potable water. The Coca-Cola India
Foundation is now taking forward in the community at
large, projects and programs of social relevance to carry
forward the message of inclusive growth and development.
For more details on activities of the Coca-Cola India
Foundation, please visit the website of the Coca-Cola India
Foundation,www.anandana.org .
PEPS
ICO INDIAIntroduction
:PepsiCo entered India in 1989 and in the span of a little more
than a decade itbecame thecountry's largest selling soft drinks
company. The Company has
invested heavily in India makingit one of the largest
multinational investors. Thegroup has built an expansive beverage,
snack food and exports business and to
support the operations are the group's 43 bottling plants
inIndia, of which 15 arecompany owned and 28 are franchisee
owned.PepsiCo stays committed to
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providing its consumers with top quality beverages. Its
diverseportfolio of brandsinclude the flagship cola brand - Pepsi;
Diet Pepsi; 7Up; Mirinda; MountainDew;
Slice fruit drink; Tropicana brand 100% fruit juices in various
flavours;Aquafinapackaged drinking water; Gatorade plus local
brands Lehar EvervessSoda, Dukes Lemonadeand Mangola.PepsiCo is
also a dominant player in the
snack food segment in India. PepsiCo's snack foodcompany
Frito-Lay is the leaderin the branded potato chip market. It
manufactures Lay's PotatoChips; Cheetosextruded snacks, Uncle
Chips; traditional namkeen snacks under the Kurkure
andLehar brands; and Quaker Oats.PepsiCo is one of the largest
MNC exporters inIndia and its export business consist of
threecategories - agri business,
commodities and Pepsi system sales. PepsiCo has made
significantinvestmentswith the Punjab Agriculture University to
develop a comprehensive agro-
technologyprogram that has helped thousands of farmers across
India improve theyield of their farms andthe quality of their
agricultural products. PepsiCo hasleveraged its knowledge in
contractfarming to develop seaweed cultivation in
Tamil Nadu and has partnered with the Government of Punjab to
help farmers ofthe state through the utilization of developed
technology for citrusfarming.As part
of its sustainable development initiatives, PepsiCo India has
been a committedleader inthe promotion of rain water harvesting,
water conservation recycling and
the reduction of effluent discharge. PepsiCo has also
established zero waste centersand PET recycling supplychains and
assisted victims of natural disasters. PepsiCo
stays dedicated in its endeavor to
develop community outreach programs by supporting rural water
supply schemes,
administeringmedical camps in villages, providing computers to
rural schools andcreating opportunities for women in rural areas
through vocational training as an
alternate means of livelihood.
History of pespi
Pepsi (stylized in lowercase as pepsi, formerly stylized in
uppercase as PEPSI) is acarbonatedsoft
drink that is produced and manufactured by PepsiCo. Created and
developed in 1898 and introduced as
"Brad's Drink", it was later renamed as Pepsi-Cola on June 16,
1903, then to Pepsi in 1961.
Contents
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[hide]
1 History
2 Pepsi-Cola trademark
3 Rise
4 Niche marketing
5 Marketing
5.1 Rivalry with
Coca-Cola
5.2 Slogans
5.3 Pepsiman
6 Awards and recognition
7 Variants
8 Ingredients
9 See also
10 References
11 Further reading
12 External links
History
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The pharmacy of Caleb Bradham, with a Pepsi dispenser, as
portrayed in a New Bern exhibition in theHistorical Museum of
Bern.
Pepsi was first introduced as "Brad's Drink" inNew Bern, North
Carolina,United States, in 1898 byCaleb
Bradham, who made it at his home where the drink was sold. It
was later labeled Pepsi Cola, named after
the digestive enzyme pepsin andkola nutsused in the
recipe.[2]Bradham sought to create a fountain drinkthat was
delicious and would aid in digestion and boost energy.[3]
In 1903, Bradham moved the bottling of Pepsi-Cola from his
drugstore to a rented warehouse. That year,
Bradham sold 7,968 gallons ofsyrup. The next year, Pepsi was
sold in six-ounce bottles, and sales
increased to 19,848 gallons. In 1909, automobile race
pioneerBarney Oldfield was the first celebrity to
endorse Pepsi-Cola, describing it as "A bully
drink...refreshing, invigorating, a fine bracer before a race."
The advertising theme "Delicious and Healthful" was then used
over the next two decades.[4] In 1926,
Pepsi received its first logo redesign since the original design
of 1905. In 1929, the logo was changed
again.
In 1931, at the depth of the Great Depression, the Pepsi-Cola
Company entered bankruptcy in large
part due to financial losses incurred by speculating on wildly
fluctuating sugar prices as a result ofWorld
War I. Assets were sold and Roy C. Megargel bought the Pepsi
trademark.[2] Megargel was unsuccessful,
and soon Pepsi's assets were purchased byCharles Guth, the
President of Loft Inc. Loft was a candy
manufacturer with retail stores that contained soda fountains.
He sought to replace Coca-Cola at his
stores' fountains after Coke refused to give him a discount on
syrup. Guth then had Loft's chemists
reformulate the Pepsi-Cola syrup formula.
On three separate occasions between 1922 and 1933, the Coca-Cola
Company was offered the
opportunity to purchase the Pepsi-Cola company, and it declined
on each occasion.[5]
Factor influence buying behavior coca cocla,pespico
Why do customers buy? What goes on inside a customer's mind
before, during and after a purchase?
How do buyers choose? What are the hidden influences? How do
buyers process information? Unlockingthese secrets opens the door
to success.
Why buy a Coca-Cola? Is it because of thirst? Why buy Levi's
jeans? Is it to avoid hypothermia, or to
conform to a social norm? Or do some brands offer other benefits
- emotional benefits? Are there hidden
reasons?
Let's look at the other side. What do the advertisers promise?
That Coca Cola will quench your thirst or
Levi's will keep your legs warm? Perhaps they appeal to other
desires? Look at the advertisements. Try
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to summarise exactly what you think they are saying. This takes
practice. Summarising advertisements is
a skill which top marketing people develop. It may give you an
insight into society, its values and
aspirations; that is, if you believe that advertising reflects
society.
We are not perfectly rational, sensible buyers. We do not always
choose goods and services solely on
price, performance and availability. The truth is that many
purchases are influenced by a whole host of
emotional reasons like esteem and image. Many of these
non-rational reasons are hidden deep in oursubconscious.
In-depth research probes into the darker depths of our
unconscious. Some research presents such
bizarre explanations that many marketers reject the findings.
For example, Ernest Dichter's 1964
handbook of motivations suggested that men buy open-top/
convertible cars as substitute mistresses! But
even today, top companies use in-depth research techniques to
discover the hidden reasons why we buy
or don't buy.
Common sense observation also provides useful insights into the
minds of buyers.
Research helps find the real reasons why we buy what we buy.
This requires time, money and expertise.
Surprisingly many other organisations don't really know exactly
why their customers buy or don't buy from
them. Yet understanding customers is at the heart of
marketing.Once the reasons why people buy or don't buy are
discovered, the marketing mix can be changed to suit
the buyer's needs and wants.
Buyer behaviour involves both simple and complex mental
processes. Marketers cannot capture human
nature in its entirety but we can learn a lot about customers
through research, observation and thinking.
Here's Professor Theodore Levitt:
I think it is a process of trying to think your way through why
people behave in certain ways. Or if not why,
then what that behaviour is likely to be given certain kinds of
products, certain kinds of... just stop to think.
Consumers are the end users of goods and services while a group
of customers who purchase
goods for inputs example organisations and businesses are
referred to as customers. We will focus
on the main factors that influence customer buying behaviour and
we will focus on the economic,
social and physiological perspectives.
The economic perspective of customer behaviour focuses on the
price of products, advertisement
and also the income levels of buyers, the sociological point of
view focuses on reference groups and
culture and finally the psychological perspective focuses on the
decision making process and
motivation theory.
PRICE:
A fall in the price of a product will result to an increase in
the quantity of a product purchased,
however these depends on the price elasticity of a product. If a
product is price elastic and thismeans that the price elasticity of
the good is more than one, then the products demand will rise at
a
greater proportion than the rise in price. If the price
elasticity of a product is less than one then the
demand for the product will not rise at a greater proportion
than the price.
The price of substitutes also play a major role in determining
the consumers purchasing behaviour,
in a situation where a substitute of a product is less
expensive, then the consumer will purchase the
substitute. under the price of a product we will also consider
the risk associated with buying a certain
product, the more expensive a product is the higher the risk and
the higher the consequences of
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making the wrong decision, buyers will also consider the scrap
value of and mostly this is associated
with vehicle and machinery product, products with very high
prices and low scrap value will be less
preferred.
Another consideration is the price of the complimentary good, if
the price of the complementary good
is high then a consumer will be less likely to purchase the
product, a good example is petroleum
products and vehicles, if the price of petroleum products is too
high then the consumer will less belikely to purchase a vehicle,
this can associated with the running cost of the product to be
purchased
will be high and therefore a rational consumer will not purchase
the product with high running cost.
Future expectations about changes in prices will also influence
the buying decisions of consumers, if
consumers expect a rise in price in the future for a certain
product then they will tend to purchase
that good in large quantities to avoid high prices of the
product in the future. Therefore the price of a
product is a factor that influences the consumer buying
decision, the consumer will purchase goods
rationally to optimise on his real income and also maximise his
utility, prices of substitute and
complementary goods play a role in consumers decision making on
what to buy and in what
quantity.
INCOME:
Income is also another major factor that influence the buying
decisions of consumers, the
consumers disposable income play a major role in determining
what to buy and in what quantities,
however this depends on the income elasticity of a certain
product, if the consumers disposable
income increases and that the income elasticity of demand for
that good is greater than one then the
proportional rise in the demand for that product is greater than
the rise in income levels.
Certain goods also will be purchased by high income earners, for
example high income earners will
tend to purchase expensive luxurious goods while low income
earners will purchase cheap goods;
however there is need to consider the type of good that is
produced such as giffen goods whose
demand decreases as the income levels rise. Therefore we can
conclude that income levels do
influence the purchasing decision of consumers.
AVAILABILITY OF CREDIT FACILITIES:
The availability of credit facilities means that a consumer can
purchase products on credit basis;
therefore the consumer can still afford to purchase very
expensive products despite his or her low
income. The existence of credit facilities will influence the
customers buying decision and also
influences impulse buying in that the consumer will purchase
goods on credit without having to
consider his low income or financial constraints.
REFERENCE GROUPS:
Reference groups are those groups used by individuals as a point
of reference for their ownjudgement, values and behaviour. The
reference group shapes the taste and preference of an
individual, however this depends on the level of conformity to
the group where the level of conformity
varies from one individual to another, the level of conformity
depends on the degree of dependence
to the group, benefits yielded by an individual from the group
when they conform and finally the
sanctions that arise as a result of non conformity to the group.
Therefore the reference groups that
include religious groups, the family and the peer groups are
major determinants of the buying
decision making of an individual in the group.
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NEED SATISFACTION:
We will focus on the Maslow's theory of motivation, this theory
suggest that human beings seek to
satisfy lower needs and then the higher needs, he hieratically
arranged human needs from low
needs to higher needs as follows:
Physiological needs- this include the basic needs such as food
and shelterSafety- this include shelter and the needs to protect
one from danger
Affection- these are the needs for one to belong to certain
groups or family
Self esteem- these are the needs for recognition and dignity
Self actualisation- these are the needs to realise our full
potential
Depending on the type of need a product is designed to satisfy
it highly influences the consumers
decision, consumers will tend to satisfy the lower needs then
move on to the next level of needs.
The motivational theory is a break through to the explanation of
decisions made by consumers
regarding satisfaction of need of certain products, however
certain products are designed to satisfy
more than one need example food may be designed to satisfy a
physiological need and at the same
time a social or recreational need.
TECHNICAL ASPECT:
Under the technical criteria consumers will make buying
decisions depending on the performance
which will be evaluated depending on the reliability,
durability, comfort and convenience of the
product. Products that posses the above properties will be more
likely to be purchased by
consumers compared to other products with lesser properties
mentioned.
EMOTIONAL ATTATCHMENT:
Certain products evoke such feelings such as fun, pride and
pleasure, when consumers attach
certain emotions to a product then this will influence their
buying decisions, a good example is the
rejection of the new coca cola brand in 1985 despite its
preferred taste people still preferred the oldbrand because they
had already certain attached emotions to the old brand.
ADVERTISEMENT:
Advertisements also act as an influence to the buyer's decision
to buy; adverts are means by which
the availability and the quality of products are notified to
consumers. Also they act as ways in which
confidentiality is increased to the buyers of a product, a good
example is where vehicle
manufacturing firms continue to advertise products and owners of
such products will always check
these adverts for the reassurance of the quality of the products
they already bought.
Therefore adverts are a major influencing factor to buyers when
they decide what to buy, they are
persuasive in nature and also they provide information about a
product including quality, offers andprice cuts, availability of a
product and the price of the product and this aids the consumers to
make
quick decisions about purchasing a product. The adverts also aid
in building brand preferences and
loyalty through their constant and consistent campaigns.
CONCLUSION:
Consumer buying decisions will in most cases be influenced by
the prices, income, and availability of
credit facilities, emotional attachment, need satisfaction,
technical factors and advertisements. When
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products prices are low the more the consumer is influenced to
buy the product, however the
influence of price depends on the price elasticity.
Income also plays a major role in determining the consumer's
decision on buying, the higher the
disposable income the more the quantity of products a consumer
will buy, this however depends on
the income elasticity of the product, however there need to
distinguish the type of good because
some goods are less demanded as income rises.Under the need
satisfaction we consider the Maslow's motivation theory where
consumers will first
satisfy the lower needs before moving on to higher needs.
Advertisements also pay a major role in
shaping the preferences of consumers in that they persuade
buyers to buy certain products, they
inform consumers on the availability of certain products,
quality and also help build brand loyalty.
All this factors contribute to the decisions consumers make when
deciding on what to buy, therefore
consumer's decisions depend upon so many factors which must be
taken into consideration by firms
when undertaking market research in order to increase their
sales volumes to attain higher profits.
Target market
I believe that my Coca Cola is aimed more at teenagers than any
other age group. I also think it is
aimed at male and female teens because it is seen as a hip, cool
drink. I think this because it is mainly
promoted on the television which is mostly watched by teenagers
rather than older people. It is sold
all around so that everyone can buy it but not many older people
will because they usually prefer soft
drinks or squash.
It is set at a reasonable price of 97p for a 500ml bottle so
that teens can afford it with their part-time
jobs and/or pocket money. I do not believe it is for older women
as now a day's more women are
worried about their weight and how much sleep they get so they
will probably be more likely to have
Diet Coca Cola or Caffeine Free Coca Cola in order to maintain
their healthy, balanced lifestyle. The
packaging of Coca Cola is Red and White, both of these colours
can be associated with both girls and
boys, showing that it appeals to both sexes. As Coca Cola
sponsors a football league which obviously
is sports it can also show that it is aimed at younger people
because they are the people that
generally like sports and have it as a hobby, helping to define
a target market.
However it could also be aimed at families because it is very
unlikely that a child would walk into a
supermarket and buy a 2l bottle of Coca Cola and drink it all
themselves. There are lots of offers
surrounding Coca Cola such as buy on get one free and the recent
buy two bottles of 2l Coca Cola and
receive a free Coca Cola glass worth 97p. This would encourage
families who go for their weekly shop
to buy it because they feel that they are getting value for
their money and will continue to buy Coca
Cola even if there is no offer on it. This will develop stronger
customer loyalty with Coca Cola whilst
also bringing in a larger profit. Also you see Coca Cola in many
different languages and different styles
so that they can appeal to all different nationalities such as
French, Chinese and many other
countries.
