Submitted by Jignesh Sunil Sanghvi 1ST SEM MBA (VTU) Submitted to Prof. Reshma Lecturer MBA (VTU) Dayananda Sagar College of Engineering Department of Management Studies Bangalore ACKNOWLEDGEMENT The satisfaction of having completed my project would be incomplete without mentioning the people who made it possible and whose constant guidance has helped me secure immense amount of learning. I would like to take this opportunity to thank and express my sincere gratitude towards Prof. Reshma, my business communication faculty for providing invaluable insights and patient guidance.
I thank and express my deep sense of gratitude for her resourcefulness and for having provided me this wonderful opportunity. This experience has provided me with in-depth understanding of lot of concepts and given practical insights. Jignesh Sanghvi ABSTRACT Market provides a key to gain actual success only to those brands which match best to the current environment i. e. ” imperative” and can deliver what the people need and are ready to buy. It is perfectly true but this also depends on availability of good quality products along with excellent taste and services which further attract and add a golden opportunity for huge sales.
This also depends on a good planning approach and provide ample opportunity along with sufficient amount of products for sales in the coming years. This report introduces the various products of Coca Cola. The study is based on the product line and product strategy of Coca Cola and provides an insight into some of the relevant marketing aspects with an understanding of the market potential. CONTENTS AKNOWLEDGEMENT ABSTRACT CHAPTER 1: INTRODUCTION………………………………………… 1-3 * Company profile * Objective of the study * Scope of the study * Significance of the study * Limitations of the study
CHAPTER 2: METHODOLOGY AND FINDINGS…………………………… 3-7 * Method of Data Collection * Information * Findings CHAPTER 3: RESULTS AND CONCLUSIONS…………………… ……. 8 * Results & Suggestions * Conclusion BIBLIOGRAPHY…………………………… 8 CHAPTER 1: INTRODUCTION COMPANY PROFILE Headquarters: One Coca-Cola Plaza Atlanta, GA 30313 Employees: 71,000 CEO: Neville Isdell Stock Symbol: KO Website: http://www. coca-cola. com/ Coca-Cola is the world’s leading beverage company. The company is the world’s leading manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands.
The company makes and distributes sodas, waters, fruit juice, teas and coffees and energy drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries drink the company’s beverages at a rate exceeding 1. 5 billion servings each day. Major brands include Coke, Diet Coke, Sprite, Bacardi, A&W, Minute Maid, Dasani, Nestea, Powerade and Hi C. In 2007, revenues were $28. 8 billion, a 20% increase from the previous year, and net income was $5. 9 billion. Unit volume increased 6%.
Coca-Cola announced in September it is investing more than $60 million to build the world’s largest plastic-bottle-to-bottle recycling plant and support recycling in the U. S. These investments are part of a comprehensive goal to recycle or reuse 100 percent of the Company’s plastic bottles in the U. S 1. Objective of the study * To study the product line of Coca-Cola Scope of the study * A study on various products of Coca-Cola Significance of the study Significance of the study is as follows: * This study is helpful to know about the different products of Coca-Cola This study provides an insight into the product line strategy of Coca-Cola Limitations of the study Limitations of the study are as follows: * The research is based on secondary sources only * It is limited to only those products that Coke markets in India CHAPTER 2: METHODOLOGY AND FINDINGS * Method of Data Collection Data has been collected using secondary resources only. The main two sources of data collection are: * Previous research works done on Coca-Cola * Text books on marketing * Websites including Coca-Cola company website and others It is a descriptive research.
All of the data collected on various products of Coca-Cola have been compiled and put together. Then based on the information collected, an attempt has been made to understand the product mix and product line strategy of Coca-Cola. 3. * Information Market share in India in 2005 Company | Percentage | Brands | Coca Cola | 44. 1% | Coke, Sprite, Barq, Fanta, Mello Yello, etc. | 1. Coca-Cola has a truly remarkable heritage. From a humble beginning in 1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of non-alcoholic beverages in the world.
In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated its departure. Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people, even in the remote and inaccessible parts of the nation. Coca-Cola returned to India in 1993 and over the past ten years has captured the imagination of the nation, building strong associations with cricket, the thriving cinema industry, music etc. Glass | PET | Can | Fountain | 200 ml, 300 ml, 500 ml, 1000 ml | 500 ml, 1. 5 L, 2 L, 2. 25 L, 500 ml + 100 ml | 330 ml | Various Sizes | | | | | | | 2. Strong Cola Taste, Exciting Personality Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in 1977, Thums Up was acquired by The Coca-Cola Company in 1993. Thums Up is known for its strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys. 4. Glass | PET | Can | Fountain | 200 ml, 300 ml, 500 ml, 1000 ml | 500 ml, 1. 5 L, 2 L, 2. 25 L, 500 ml + 100 ml | 330 ml | Various Sizes | 3. Lime n’ lemony Limca, the drink that can cast a tangy refreshing spell on anyone, anywhere.
Born in 1971, Limca has been the original thirst choice, of millions of consumers for over 3 decades. The brand has been displaying healthy volume growths year on year and Limca continues to be the leading flavour soft drink in the country. The success formula. The sharp fizz and lemoni bite combined with the single minded positioning of the brand as the ultimate refresher has continuously strengthened the brand franchise. Limca energizes refreshes and transforms. Dive into the zingy refreshment of Limca and walk away a new person. 28 Glass | PET | Can | Fountain | 200 ml, 300 ml, 500 ml, 1000 ml | 500 ml, 1. L, 2 L, 2. 25 L, 500 ml + 00 100 ml | 330 ml | Various Sizes | 4. Worldwide Sprite is ranked as the No. 4 soft drink ;amp; is sold in more than 190 countries. In India, Sprite was launched in year 1999 ;amp; today it has grown to be one of the fastest growing soft drinks, leading the Clear lime category. Today Sprite is perceived as a youth icon. With a strong appeal to the youth, Sprite has stood for a straight forward and honest attitude. It’s clear crisp refers hung taste encourages the today’s youth to trust their instincts, influence them to be true to who they are and to obey their thirst.
Glass | PET | Can | Fountain | 200 ml, 300 ml, | 500 ml, 1. 5 L, 2 L, 2. 25 L, 500 ml + 100 ml | 330 ml | Various Sizes | | | | 5. 5. Fanta Internationally, Fanta – The ‘orange’ drink of The Coca-Cola Company, is seen as one of the favorite drinks since 1940’s. Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identified as “The Fun Catalyst”. Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment.
This positive imagery is associated with happy, cheerful and special times with friends. Glass | PET | Can | Fountain | 200 ml, 300 ml, | 500 ml, 1. 5 L, 2 L, 2. 25 L, 500 ml + 100 ml | 330 ml | Various Sizes | 6. Maaza was launched in 1976. Here was a drink that offered the same real taste of fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola India. Maaza currently dominates the fruit drink category. Over the years, brand Maaza has become synonymous with Mango. This has been the result of such successful campaigns like “Taaza Mango,Maaza Mango” and “Botal mein Aam, Maaza hain Naam”.
Glass | Tetrapak | PET | Fountain | 200 ml, 250 ml | 125 ml, 200 ml | 1000 ml | Various Sizes | 7. | | | | The importance of water can never be understated. Particularly in a nation such as India where water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which 6. gives life to the sub-continent. Kinley water understands the importance and value of this life giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can trust to be truly safe and pure. Kinley water comes with the assurance of safety from the Coca-Cola Company.
That is why we introduced Kinley with reverse-osmosis along with the latest technology to ensure the purity of our product. That’s why we go through rigorous testing procedures at each and every location where Kinley is produced. 8. Minute Maid – A 62 year success story The history of the Minute Maid brand goes as far back as 1945 when the Florida Foods Corporation developed orange juice powder. The company developed a process that eliminated 80 percent of the water in orange juice, forming a frozen concentrates that when reconstituted created orange juice.
They branded it Minute Maid, a name connoting the convenience and the ease of preparation (In a minute). Available in two PET pack sizes | 400 ml and 1 liters and 1. 25 liters. | * Findings The following are the findings of the research: i) Coca-Cola is a very popular brand ii) It has a high market share of about 45% iii) It stands up to his mission of “To refresh the world… In mind, body and spirit. To inspire moments of optimism… through our brands and our actions. To create value and make a difference… everywhere we engage. iv) It stands up to his vision of “More than a billion times a day, consumer chooses our brand of refreshment because coca cola is… “The Symbol of Quality Customers and Consumers Satisfaction A Responsible Citizen of the World” v) It has an extensive product line in order to help it establish and achieve its objectives.
7. CHAPTER 3: RESULTS AND CONCLUSIONS…………………… …. * Results & Suggestions The result of this research is an understanding of the need and outcomes of Coca-Cola having to maintain an extensive product line and bringing in innovation time and again. The suggestions include the following: They should maintain the current product line * They should focus on products that are more profitable in comparison to others and focus on their advertising * They should add in more innovative products and extend their product line further * Conclusion To conclude it is essential to note that the findings support the fact that an extensive product line helps a company like Coca-Cola to increase popularity and profits. In fact some of its sub products have been as popular and as profitable as the main brand itself. BIBLIOGRAPHY Books Kotler Philip, “Marketing Management”, Pearson Education Websites Coca-Cola company website Others 8.