Coca Cola- a Detailed Case Study
Analysis of the soft drink Industry- The “Coke” side of the story!
(Marketing Management End term Report)
Submitted to:
Mrs Joyeeta Chatterjee LBSIM
Submitted by: Group 10- Sec A
Eshani Nanda Monika Somani Pradip Rangholiya Apeksha Jain Kranti P.Singh Vaibhav Sahu
1
Flow of the Report
Topic Acknowledgement Objectives of the Study Importance of the Study Methodology Industry Overview Coco Cola-Introduction Five Forces Framework Micro Analysis Coco Cola in India SWOT Analysis Competition Analysis Analysis of the Survey Coco Cola Marketing Strategy Conclusion Biblography
Page No 3 4 4 5 6-10 11-16 16-18 19-23 24-27 28 29-30 31-38 39-50 51 52
2
Acknowledgment
I would like to acknowledge and extend my heartfelt gratitude to the following people who have made the completion of this Project possible:
Mrs Joyeeta Chatterjee, our Marketing professor for mentoring and guiding this project till its completion.
The members of our group for contributing their hardwork and dedication to the project. And most importantly, all the people who took out some precious time to fill in our surveys.
3
Objective of the Study
Soft drinks are those kinds of products that are consumed by all of us on such a regular basis that they have become an essential part of our consumption habits. Analyzing this industry was a challenging but an interesting piece of work. The basic objectives behind this study were: • To analyze this industry in totality, that is, any factor that is connected to this industry or affects its market structure has been closely observed and its importance measured through consumer buying behavior. To gain an understanding of how the big MNC’s work and what are the basic marketing strategies they adopt to penetrate the minds of the consumer. To observe the kind of competition that exists in the soft drink industry that is duopoly, a very rare market phenomena To gauge the customer preferences and rate the same through
(Marketing Management End term Report)
Submitted to:
Mrs Joyeeta Chatterjee LBSIM
Submitted by: Group 10- Sec A
Eshani Nanda Monika Somani Pradip Rangholiya Apeksha Jain Kranti P.Singh Vaibhav Sahu
1
Flow of the Report
Topic Acknowledgement Objectives of the Study Importance of the Study Methodology Industry Overview Coco Cola-Introduction Five Forces Framework Micro Analysis Coco Cola in India SWOT Analysis Competition Analysis Analysis of the Survey Coco Cola Marketing Strategy Conclusion Biblography
Page No 3 4 4 5 6-10 11-16 16-18 19-23 24-27 28 29-30 31-38 39-50 51 52
2
Acknowledgment
I would like to acknowledge and extend my heartfelt gratitude to the following people who have made the completion of this Project possible:
Mrs Joyeeta Chatterjee, our Marketing professor for mentoring and guiding this project till its completion.
The members of our group for contributing their hardwork and dedication to the project. And most importantly, all the people who took out some precious time to fill in our surveys.
3
Objective of the Study
Soft drinks are those kinds of products that are consumed by all of us on such a regular basis that they have become an essential part of our consumption habits. Analyzing this industry was a challenging but an interesting piece of work. The basic objectives behind this study were: • To analyze this industry in totality, that is, any factor that is connected to this industry or affects its market structure has been closely observed and its importance measured through consumer buying behavior. To gain an understanding of how the big MNC’s work and what are the basic marketing strategies they adopt to penetrate the minds of the consumer. To observe the kind of competition that exists in the soft drink industry that is duopoly, a very rare market phenomena To gauge the customer preferences and rate the same through
References: 1. Books • • Kottler Philip Armstrong ; Gerry, “Principal of Marketing” Pearson Education, Tenth Edition 2.News Paper: • • “coca cola awarded as best T.V. Commercial of year 2003-2004”, Times of India; 13th September 2004 “contact technology to rule”, Business World, 30th June 2004 pg no 15 to 28 3 .Websites: • • • www.coca-colaindia.com www.timesofindia.com www.youtube.com 52