SUMMER TRAINING PROJECT ON A CASE STUDY ON MARKETING MIX OF COCA-COLA COMPANY

BHAI PARMANAND INSTITUTE OF BUSINESS STUDIES GOVERNMENT OF NCT OF DELHI, DELHI-92

[AFFILIATED TO GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, DELHI] IN PARTIAL FULFILLMENT OF BACHELOR OF BUSINESS ADMINISTRATION [BBA]-[20O9-2012] [SIXTH SEMESTER] BY: SHIKHA SHARMA UNDER THE SUPERVISION OF: ENROLLMENT NO.-01711415109 Mrs.HARVINDER KAUR

BHAI PARMANAND INSTITUTE OF BUSINESS STUDIES SHAKAPUR, DELHI DECLARATION BY THE CANDIDATE

I here by declare that the work, which is being presented in this project, entitled case study of marketing mix of coca-cola company carried out by me under the Supervision and Guidance of Mrs.HARVINDER KAUR, Project guide, BHAI PARMANAND INSTITUTE OF BUSSINESS STUDIES, SHAKARPUR, DELHI. This project was undertaken as a part of the major project as per the Curriculum of GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, DELHI for the partial fulfillment of BBA from Bhai Parmanand Institute of Business Studies, Shakarpur, Delhi. I have not submitted the matter embodied here in this Project for the award of any other Degree/Diploma. Name: SHIKHA
SHARMA

No.:01711415109

Enrollment

BHAI PARMANAND STUDIES SHAKARPUR, DELHI Date:

INSTITUTE

OF

BUSINESS

CERTIFICATE OF PROJECT GUIDE CONCERN TO WHOMSOEVER IT MAY

This is to certify that SHIKHA SHARMA, 01711415109, Student of BBA, BPIBS, Delhi, has done a project titled THE CASE STUDY ON MARKETING MIX OF COCA-COLA COMPANY under my guidance and Supervision. Her performance was satisfactory during her Research Process for the above said Project

[Mrs.HARVINDER KAUR]

ACKNOWLEDGEMENT
Todays environment professional pursuit individuals. accomplished by any academic or requires contribution from various

I, sincerely acknowledge the help, encouragement and valuable suggestion to me by my project guide-Mrs. HARVINDER KAUR. Without her guidance and active support I would not have been able to do my summer project successfully. Finally I would like to thank to all the members who help me throughout this project and their steadfast encouragement throughout the progress of this work.

PREFACE
The Coca-Cola Company established The Coca-Cola Company Supplemental Benefit Plan (the Supplemental Benefit Plan) effective January 1, 1984. The Coca-Cola Company Supplemental Pension Plan (the Plan) is a successor plan to the Supplemental Benefit Pan and constitutes the supplemental pension component previously provided pursuant to the Supplemental Benefit Plan. The Plan is an unfunded supplemental retirement plan for eligible employees and their beneficiaries as described herein. The Plan is designed to provide certain retirement benefits primarily for a select group of management or highly compensated employees which are not otherwise payable or cannot otherwise be provided under the terms of the tax-qualified retirement plans maintained by The Coca-Cola Company as a result of the limitations set forth under certain applicable sections of the Internal Revenue Code or on account of an employees deferral of compensation under The Coca-Cola Company Deferred Compensation Plan. The plan was most recently amended and restated effective January 1, 2008 (the Prior Plan). This amendment and restatement is effective January 1, 2010. On January 1, 2010, the Company amended and restated the Qualified Pension Plan and also renamed the pension plan as The Coca-Cola Company Pension

Plan. Also effective January 1, 2010, the pension formula under the Qualified Pension Plan changed. Prior to January 1, 2010, the Qualified Pension Plans benefit formula provided a monthly benefit based on age,

compensation, and length of service. For convenience, this benefit is referred to as the FAE Benefit. Beginning January 1, 2010, the Qualified Pension Plan formula changed to a Cash Balance Benefit. The cash balance benefit is based on a hypothetical account established under the Qualified Pension Plan for each eligible participant (known as the cash balance account). Amounts are credited to each eligible participants cash balance account based on the participants compensation and other factors. Amounts representing interest are also credited to the cash balance account. As a result changes of the changes to the Qualified Pension Plan, amendments were required to the Plan as reflected in this amendment and restatement. Effective at midnight on December 31, 2009, the Company froze future accruals under the Supplemental Retirement Plan for The Coca-Cola Company Pilots (Pilots Plan). In addition, the Company transferred the liabilities associated with the Pilots Plan to this Plan. Accordingly, the Plan was amended as part of the January 1, 2010 amendment and restatement to add a new Appendix B to reflect the transfer of liabilities from the Pilots Plan to this Plan.

EXECUTIVE SUMMARY
Executive Summary Coca Cola has come along way since its beginnings, from selling nine bottles a day to currently over 800 million. As well as becoming one of the most recognised brands. It was introduced into Australia in the 1930's and is currently produced by a subsidiary company, Coca Cola Amatil who have had the rights to sell and produce Coca Cola's products in Australia since 1990. Two levels of strategies are identified by Robbin and Barnwell(2003), corporate strategies and business strategies. In reference to Coca-Cola, their strategies are known as the corporate strategies. These guide the expectations of the business. On the other hand, Coca-Cola Amatil's strategies are the business level strategies, in this case they are mainly the operationalised versions of the corporate strategies. When investigating Miles and Snow's four strategies, defenders, prospectors, analysers and reactors, it was evident that Coca-Cola fits best to the prospector type. This is due to Coca-Cola's emphasis on market research and product development. But it was considered that previously Coca-Cola had a more defensive strategy, since historically it was only focused on carbonated drinks. Coca-Cola Amatil also fits into both these strategies. They have a strong emphasis on protecting market share, reducing costs and efficiency. But are also involved in market research and product development. Porter suggests four strategy types, cost leadership, differentiation, focus and stuck in the middle. Coca-Cola appeared to best

fit the differentiation strategy, as they have an emphasis on being unique and brand images. Whereas, Coca-Cola Amatil has a focus strategy. The company is focused on reducing costs and increasing efficiency including specializing for their market. Coca-Cola does not own its bottling companies. This helps keep a competitive edge. Secondly, this makes exiting a market easier and allows access to the localised knowledge of these companies. While still owning large portions of the companies, Coca-Cola keep some control

TABLE OF CONTENTS

CHAPTER NO.

PARTICULARS
INTRODUCTION TO THE STUDY
INTRODUCTION COMPANY PROFILE PARENTAGE COMPANY ITS SPONSERSHIP CONTRIBUTION ECONOMY HISTORY OF THE COMPANY INTRODUCTION TO MARKETING MIX DIFFERENT PS OF MAKETING MIX WAYS TO DESING MARKETING MIX NEEDS FOR MARKETING MIX LIMTATIONS TO MARKETING MIX TO INDIAN OF COCA-COLA

PAGE NO.

10-28

Chapter 1

Chapter-2

RESEARCH METHODOLOGY
INTRODUCTION METHODOLGY DATA COLLECTION APPROACH TO RESEARCH

29-36

 RESEACH METHODOLOGY OBJECTIVE OF THE STUDY LIMITATION OF THE STUDY SAMPLING

ANNEXURE

Chapter 3

QUESTIONAIRE

37-39 40-49

DATA INTERPRETATION AND

Chapter 4

ANALYSIS
BAR DIAGRAMS

CONCLUSION

Chapter 5

FINDINGS SUGGESTIONS BIBLIOGRAPHY

50-53

54

CHAPTER-1 INTRODUCTION

INTRODUCTION TO MARKTING MIX

The Marketing Mix is a good way to determine the strategic position of a product or service in the marketplace. This is not a new concept, according to Wikipedia the origin of the Marketing Mix was in the late 1940s and was presented to the AMA in the 1950s. I was taught to remember the Marketing Mix as the four P's. PRODUCT - The service(s) or good(s) that you offer your members or potential members. Your products will range from education, meetings, and events to your logo items and products. One thing to think about in the association market is that your products will often time be intangible. Remember that you will be offering a sense of belonging, satisfaction, and joy with your members and this comes from your members feeling like part of the family. Other intangibles will be an enhanced sense of professionalism by being a part of the association. These are going to be the "PRODUCTS" that will keep your members attached and active in your association. PRICE - This is the amount one will pay for your product(s). Your price should be determined by a number of factors and not just arbitrarily decided upon. You need to think about your costs, competition costs, your market share, and (possibly the most important) the consumers perceived value of the product. PLACE - Place represents the location where a product can be purchased and where it may take place. With associations a key point is the location of an event or the time of a meeting. These aspects must be carefully thought out so that it does not limit the attendance or participation. Remember that "PLACE" does not

have to be a physical location, it can also include virtual locations online. PROMOTION - Promotion is what most people think of when they hear the word "marketing". This is the covering, the part everyone will see and hear. While many people think that this is what sells the product I think that if a focus is put on the product itself along with its price and its place the promotion just has to inform the consumers of those things in an affective way. Promotion does have four distinct elements that will work together to be successful. These four elements are Advertising, Public Relations, Word of Mouth and Point of Sale. Advertising is all things that are paid fornix the promotion of the product whether it is a print or radion ad or even a promotional product that is used to help promote the product. Public Relations are pieces that are not directly paid for such as press releases, sponsorship deals, exhibitions, press coverage or community forums. Word of Mouth is any informal communication about the product or service by ordinary individuals. Word of Mouth is probably the most affective form of promotion because the consumers often hear positive comments from people they trust rather than on a billboard or in a magazine. Point of Sale is the experience the consumer has when he purchases the product or uses the service. This is extremely important for association because a positive point of sale experience can leverage that member into a life time participant in your activities and services.

INTRODUCTION TO COMPANY PROFILE

COMPANY PROFILE OF COCA-COLA COMPANY
Coca-Cola is one of the most widely used soft drink in the world. The company has very efficient and extensive distribution system in the world. There is a great variety of brands offered by Coca-cola throughout the world like Diet coke, sprite, Fanta, Rc cola, Minute made etc. you can find the Coca-cola soft drinks anywhere in every country of the world. The 'Coca-Cola' brand has been adopted the strategy of global marketing. They are considering the whole world as single market place and uniform marketing strategy was being used Coca-cola for many years, but now the trend is changing

and different marketing campaigns are being designed for different regions of the world. . Business decisions are made on a domestic basis to fit in with the culture and needs of the domestic community. In 1919 Coca-Cola decided it was time to go global. The Coca-Cola Company decided to take its operations beyond national boundaries and marketing research was started in central America, china and many other countries of the world. Because of successful and efficient marketing research Coca-cola was able to produce globally in different regions of the world. Coca-cola has got such an intensive distribution and bottlers system that its products are available everywhere in the world, starting from Middle East to Australia. You can find coca cola product on every retail outlet There are many reasons why company decided to sell its product in international market. The prospect exists to sell 'Coca-Cola' worldwide, because 'Coca-Cola' is a product which can be used by everyone irrespective of age and gender, all over the world. Marketing globally demand the company to have a marketing team in line with a country's consumers so effective sales can be made and good relations with the abroad key employees can be maintained. If we look on advertising perspective of Coca-cola, advertising has created a demand for 'Coca-Cola' worldwide. However, advertising has to be in line with the domestic culture. An adapted marketing mix means adjusting the mix with the prevailing culture, geographic, economic and other differences in different countries. Different languages and cultures caused problems. In addition, according to Bettman, et. al, Coca-Colas bottling system is one of their greatest strengths. It permits them to do their business on a global scale while at the same time maintain a national approach. The bottling companies are domestically owned and operated by independent business people who are authorized to sell products of the Coca-Cola Company. Because Coke does not have complete ownership of its bottling network, its main source of revenue is the sale of concentrate to its bottlers (Bettman, et. al, 1998). .Brand image is the significant factor affecting Cokes sale. Coca-Colas brand name is very well known all over the world. Packaging changes have also

affected sales and industry positioning, but in general, the public has tended not to be affected by new products. Coca-Colas 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. (Arthur A. Thompson Jr., A. J, 2005)

INTRODUCTION TO MARKETING
What is marketing? The definition that many marketers learn as they start out in the industry is: Putting the right product in the right place, at the right price, at the right time. It's simple! You just need to create a product that a particularly group of people want, put it on sale some place that those same people visit regularly, and price it at a level which matches the value they feel they get out of it; and do all that at a time they want to buy. Then you've got it made! There's a lot of truth in this idea. However, a lot of hard work needs to go into finding out what customers want, and identifying where they do their shopping. Then you need to figure out how to produce the item at a price that represents value to them, and get it all to come together at the critical time.

But if you get just one element wrong, it can spell disaster. You could be left promoting a car with amazing fuel-economy in a country where fuel is very cheap; or publishing a textbook after the start of the new school year, or selling an item at a price that's too high or too low to attract the people you're targeting. The marketing mix is a good place to start when you are thinking through your plans for a product or service, and it helps you avoid these kinds of mistakes.

Understanding the Tool

The marketing mix and the 4 Ps of marketing are often used as synonyms for each other. In fact, they are not necessarily the same thing. "Marketing mix" is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market. The 4 Ps is one way probably the best-known way of defining the marketing mix, and was first expressed in 1960 by E J McCarthy. The 4Ps are:

Product (or Service) Place Price

Promotion

A good way to understand the 4 Ps is by the questions that you need to ask to define you marketing mix. Here are some questions that will help you understand and define each of the four elements:

DIFFERENT PS OF MARKETING MIX:

Product/Service
The company has the widest portfolio in beverage industry comprising of 3300 products. Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc. As per Nielsons data, Coca cola is the No.1 brand in sparkling beverages, juice, and retail packaged water in 2010. Coca cola has its market presence around 200 countries. Coca cola brands in India are Fanta, Maaza, Limca, sprite, Thums up, Minute Maid, Nimbu fresh, Nested iced tea etc.

What does the customer want from the product/service? What needs

does it satisfy?

What features does it have to meet these needs? Are there any features you've missed out? Are you including costly features that the customer won't actually use? How and where will the customer use it? What does it look like? How will customers experience it? What size(s), color(s), and so on, should it be? What is it to be called? How is it branded? How is it differentiated versus your competitors? What is the most it can cost to provide, and still be sold sufficiently profitably?

Place:
What channel of distribution will they use? Two types of channel of distribution methods are available. Indirect distribution involves distributing your product by the use of an intermediary for example a manufacturer selling to a wholesaler and then on to the retailer. Direct distribution involves distributing direct from a manufacturer to the consumer For example Dell Computers providing directly to its target customers. The advantage of direct distribution is that it gives a manufacturer complete control over their product.

Above indirect distribution (left) and direct distribution (right).

Where do buyers look for your product or service? If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue? How can you access the right distribution channels? Do you need to use a sales force? Or attend trade fairs? Or make online submissions?

Price:

The Price is the one of components of Marketing Mix, along with Promotional Mix, Product Distribution and Product. The price is usually defined as financially expressed value of the product or service at the market. Price levels are forming the public opinion about a specific supplier. For modern shopper the price is not only the expression of money outflow, but also represent a certain value, benefit or satisfaction perceived by certain product / service.

What is the value of the product or service to the buyer? Are there established price points for products or services in this area?

Is the customer price sensitive? Will a small decrease in price gain you extra market share?

What discounts should be offered to trade customers, or to other specific segments of your market? How will your price compare with your competitors?

PROMOTION:

Where and when can you get across your marketing messages to your target market? Will you reach your audience by advertising in the press, or on TV, or radio, or on billboards? By using direct marketing mail shot? Through PR? On the Internet? When is the best time to promote? Is there seasonality in the market? Are there any wider environmental issues that suggest or dictate the timing of your market launch, or the timing of subsequent promotions? How do your competitors do their promotions? And how does that influence your choice of promotional activity?

The 4Ps model is just one of many marketing mix lists that have been developed over the years. And, whilst the questions we have listed above are key, they are just a subset of the detailed probing that may be required to optimize your marketing mix. Amongst the other marketing mix models have been developed over the years is Boom and Bitner's 7Ps, sometimes called the extended marketing mix, which include the first 4 Ps, plus people, processes and physical layout decisions. Another marketing mix approach is Lauterborn's 4Cs, which presents the elements of the marketing mix from the buyer's, rather than the seller's, perspective. It is made up of Customer needs and wants (the equivalent of product), Cost (price), Convenience (place) and Communication (promotion). In this article, we focus on the 4Ps model as it is the most well-recognized, and contains the core elements of a good marketing mix

A Summary Table of the Marketing Mix

The following table summarizes the marketing mix decisions, including a list of some of the aspects of each of the 4Ps.
Summary of Marketing Mix Decisions Product Functionality Appearance Quality Packaging Brand Warranty Service/Support Price List price Discounts Allowances Financing Place Channel members Promotion Advertising

Channel motivation Personal selling Market coverage Locations Public relations Message Media Budget

Leasing options Logistics Service levels

Using the 4Ps Marketing Mix Model The marketing mix model can be used to help you decide how to take a new offer to market. It can also be used to test your existing marketing strategy. Whether you are considering a new or existing offer, follow the steps below help you define and improve your marketing mix. 1. Start by identifying the product or service that you want to analyze. 2. Now go through and answer the 4Ps questions as defined in detail above. 3. Try asking "why" and "what if" questions too, to challenge your offer. For example, ask why your target audience needs a particular feature. What if you drop your price by 5%? What if you offer more colors? Why sell through wholesalers rather than direct channels? What if you improve PR rather than rely on TV advertising?
4 Once you have a well-defined marketing mix, try "testing" the overall offer from the customer's perspective, by asking customer focused questions: 1. Does it meet their needs? (product) 2. Will they find it where they shop? (place) 3. Will they consider it's priced favorably? (price) 4. And will the marketing communications reach them? (promotion) 5. Keep on asking questions and making changes to your mix until you are satisfied that you have optimized your marketing mix, given the information and facts and figures you have available. 6 Review you marking mix regularly, as some elements will need to change as the product or service, and its market, grow, mature and adapt in an everchanging competitive environment.

PARENTAGE OF TH E COMPANY
Coca-Cola Amatil is an Australian company that bottles and distributes The Coca-Cola Company soft drinks and other beverages in several countries. It is the largest non-alcoholic beverage company in the Pacific Rim. Coca-Cola Amatil has diversified and expanded in the past six years to include water, sports and energy drinks, fruit juices, coffee, ready-to-drink teas and packaged ready-to-eat fruit and vegetable products. In August 2006, Coca-Cola Amatil entered into a joint venture with brewer SABMiller to distribute their beer brands into Australia, and from April 2007 began selling and distributing the products of spirits distributor Maxxium (later renamed Beam Global Spirits & Wine). The company's Australian origins date back to 1904 as the tobacco company British Tobacco (Australia). Its first foray into soft drinks came in 1964 with the purchase of Coca-Cola Bottlers (Perth), and the company was listed on the Australian Stock Exchange in 1972. Soft drinks and snack foods gradually became the primary focus of the company, which was renamed Amatil Limited in 1977. It began to expand bottling operations overseas in Europe, purchasing a Coca-Cola bottling plant in Australia in 1982 and expanding into Fiji and New Zealand in 1987. A majority stake was purchased by The Coca-Cola Company in 1989, although today its ownership is 30.4%. The snack food operations were sold in 1992, and European operations were spun off into a new company, Coca-Cola Beverages, in 1998. Expansion into Asia continued, though Filipino bottling was eventually sold to San Miguel Brewery and parent The Coca-Cola Company.

Its most recent purchase activity has been the acquisition of fruit producer and packager SPC Ardmona Ltd. Until May 2007, the company also operated the online music store, Coke Tunes, out of New Zealand. Coca-Cola Amatil's managing director is Terry Davis, and the board chairman is David Gonski. CCA has facilities all over Australia, with key sites at Northmead (NSW), North sydney (NSW), Richlands (Qld), Moorabin (VIC), Thebarton (SA) and Kewdale (WA). On 26 September 2007, CCA announced it was making a conditional takeover bid for 100% of Golden Circle, but it lost to the H. J. Heinz Company. In 2008 the company released a series of so-called "myth-busting" advertisements in Australia featuring actress Kerry Armstrong. The ads attempted to discredit health concerns consumers had about Coca Cola, including that it "makes you fat" and "rots your teeth". The company was forced to withdraw the claims and publish corrections in newspapers after the Australian Competition and Consumer Commission ruled they misled consumers.

Sponsorship

Sports
Coca-Cola sponsored the English Football League from the beginning of the 200405 season (beginning August 2004) to the start of 2010/11 season, when the Football League found a new sponsor in NPower. Along with this, Coca-Cola sponsored the Coca-Cola Football Camp, otherwise known as a soccer camp, that took place in Pretoria, South Africa during the 2010 FIFA World Cup, during which hundreds of teenagers from around the world were able to come together and share their love of the game, partly due to Best Buys efforts through their @15 program. Other major sponsorships include NASCAR, the NBA, the PGA Tour, NCAA Championships, the Olympic Games, the NRL, the FIFA World Cups and the UEFA Euro. In the Philippines, it has a team in the Philippine Basketball Association, the Powerade Tigers.

Television
The company sponsors the hit Fox singing-competition series American Idol. Coca-Cola is a sponsor of the nightly talk show on PBS, Charlie Rose in the US.

In video games

In PlayStation Home, the PlayStation 3's online community-based service, CocaCola placed a vending machine in Home that took users to a space called the "Georgia Break Station". The vending machine also distributed original avatar items and presented, along with "C-pons", digital coupons that could be used to get real drinks from real vending machines. This was to promote Coca-Cola's Georgia series of canned coffee. The space was a lounge where users could sit and chat and included two in-lounge avatars that told the users about the Georgia coffee. It was available from September 7, 2009 to December 17, 2009 in the Japanese version of Home. In Dream casts Shenmue in 1999, Coca-Cola was featured in the Japanese only version when the main character Ryo Hazuki finds vending machines on the street corners in the video game, and actual cans that were sold in Japan in 1986, the setting of the video game. Sometimes, Ryo gets a special can which can be turned in for prizes.

COTRIBUTION OF COMPANY IN INDIAN ECONOMIC DEVELOPMENT

The total indirect economic impacts of the Coca-Cola system are significantly greater than the figures we present in our 2008/2009 Sustainability Review (PDF). The Coca-Cola system has more than 900 plants around the world. Our ingredients and raw materials are largely sourced locally. And our 92,400 employees represent thousands of communities and many cultures. In addition, our bottling partners employ hundreds of thousands of people around the world and are committed to supporting community investment programs.

Our global business stimulates job creation throughout our value cycle. We contribute to the economic success of each community by employing local people; paying taxes to governments; paying suppliers for goods, services and capital equipment; and supporting community investment programs. Past independent studies on the economic impact of our business in Asia, Africa and Eastern Europe have consistently shown that for every job in the Coca-Cola system, an average of 10 more jobs are supported in local communities. Oxfam America conducted a Poverty Footprint Analysis on the CocaCola/SABMiller value chain in El Salvador and Zambia called Exploring the Links between International Business and Poverty Reduction. We have some 20 million customers around the world. These are the retailers, convenience stores, theaters, kiosks and vendors who sell our beverages to our consumers. Small, independent retailers form the backbone of our business. Our system helps these small retailers and vendors build their businesses and become our business partners. We often help small businesses get off the ground with an initial injection of support -- in the form of equipment and training -- and then we work with them as business partners and suppliers. From our pushcart programs in Vietnam, which have helped more than 4,000 retailers, establish their businesses to date, to our Manual Distribution Centers in East Africa, we continuously work to provide local economic opportunity.

HISTORY
In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton's bookkeeper Frank Robinson. Birth of Coca Cola Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scripted "Coca Cola" into the flowing letters which has become the -famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886. About nine servings of the soft drink were sold each day. Sales for that first year added up to a total of about $50. The funny thing was that it cost John Pemberton over $70 in expanses, so the first year of sales were a loss. Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeinerich kola nut. Asa Candler In 1887, another Atlanta pharmacist and businessman, Asa Candler bought the formula for Coca Cola from inventor John Pemberton for $2,300. By the late 1890s, Coca Cola was one of America's most popular fountain drinks, largely due to Candler's aggressive marketing of the product. With Asa Candler, now at the helm, the Coca Cola Company increased syrup sales by over 4000% between 1890 and 1900.

Advertising was an important factor in John Pemberton and Asa Candler's success and by the turn of the century, the drink was sold across the United States and Canada. Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drink. Even today, the US soft drink industry is organized on this principle.

WAYS TO DESIGN MARKETING MIX

The marketing mix model can be used to help you decide how to take a new offer to market. It can also be used to test your existing marketing strategy. Whether you are considering a new or existing offer, follow the steps below help you define and improve your marketing mix. 1. Start by identifying the product or service that you want to analyze. 2. Now go through and answer the 4Ps questions as defined in detail above. 3. Try asking "why" and "what if" questions too, to challenge your offer. For example, ask why your target audience needs a particular feature. What if you drop your price by 5%? What if you offer more colors? Why sell through wholesalers rather than direct channels? What if you improve PR rather than rely on TV advertising? 4. Once you have a well-defined marketing mix, try "testing" the overall offer from the customer's perspective, by asking customer focused questions: 1. Does it meet their needs? (product) 2. Will they find it where they shop? (place) 3. Will they consider it's priced favorably? (price) 4. And will the marketing communications reach them? (promotion) 5. Keep on asking questions and making changes to your mix until you are satisfied that you have optimized your marketing mix, given the information and facts and figures you have available. 6. Review you marketing mix regularly, as some elements will need to change as the product or service, and its market, grow, mature and adapt in an everchanging competitive environment.

NEED FOR MARKETING MIX When marketing their products firms need to create a successful mix of:

The right product Sold at the right price In the right place Using the most suitable promotion.

To create the right marketing mix, businesses have to meet the following conditions:

The product has to have the right features - for example, it must look good and work well. The price must be right. Consumer will need to buy in large numbers to produce a healthy profit. The goods must be in the right place at the right time. Making sure that the goods arrive when and where they are wanted is an important operation. The target group needs to be made aware of the existence and availability of the product through promotion. Successful promotion helps a firm to spread costs over a larger output.

For example, a company like Kellogg's is constantly developing new breakfast cereals - the product element is the new product itself, getting the price right involves examining customer perceptions and rival products as well as costs of manufacture, promotion involves engaging in a range of promotional activities

e.g. competitions, product tasting etc, and place involves using the best possible channels of distribution such as leading supermarket chains. The product is the central point on which marketing energy must focus. Finding out how to make the product, setting up the production line, providing the finance and manufacturing the product are not the responsibility of the marketing function. However, it is concerned with what the product means to the customer. Marketing therefore plays a key role in determining such aspects as:

The appearance of the product - in line with the requirements of the market The function of the product - products must address the needs of customers as identified through market research.

The product range and how it is used is a function of the marketing mix. The range may be broadened or a brand may be extended for tactical reasons, such as matching competition or catering for seasonal fluctuations. Alternatively, a product may be repositioned to make it more acceptable for a new group of consumers as part of a long-term plan.

LIMITATIONS TO MARKETING MIX

While marketing mix models provide much useful information, there are two key areas in which these models have limitations that should be taken into account by all of those that use these models for decision making purposes. These limitations, discussed more fully below, include: 1) The focus on short-term sales can significantly under-value the importance of longer-term equity building activities; and 2) When used for media mix optimization, these models have a clear bias in favor of time-specific media (such as TV commercials) versus less time-specific media (such as ads appearing in monthly magazines); biases can also occur when comparing broad-based media versus regionally or demographically targeted media. In relation to the bias against equity building activities, marketing budgets optimized using marketing-mix models may tend too much towards efficiency because marketing-mix models measure only the short-term effects of marketing. Longer term effects of marketing are reflected in its brand equity. The impact of marketing spend on [brand equity] is usually not captured by marketing-mix models. One reason is that the longer duration that marketing takes to impact brand perception extends beyond the simultaneous or, at best, weeks-ahead impact of marketing on sales that these models measure. The other reason is that temporary fluctuation in sales due to economic and social conditions do not necessarily mean that marketing has been ineffective in building brand equity. On the contrary, it is very possible that in the short term sales and market-share could

deteriorate, but brand equity could actually be higher. This higher equity should in the long run help the brand recover sales and market-share. Because marketing-mix models suggest a marketing tactic has a positive impact on sales doesn't necessarily mean it has a positive impact on long-term brand equity. Different marketing measures impact short-term and long-term brand sales differently and adjusting the marketing portfolio to maximize either the short-term or the long-term alone will be sub-optimal. For example the short-term positive effect of promotions on consumers utility induces consumers to switch to the promoted brand, but the adverse impact of promotions on brand equity carries over from period to period. Therefore the net effect of promotions on a brands market share and profitability can be negative due to their adverse impact on brand. Determining marketing ROI on the basis of marketing-mix models alone can lead to misleading results. This is because marketing-mix attempts to optimize marketing-mix to increase incremental contribution, but marketing-mix also drives brand-equity, which is not part of the incremental part measured by marketing-mix model- it is part of the baseline. True 'Return on Marketing Investment is a sum of short-term and long-term ROI. The fact that most firms use marketing-mix models only to measure the short-term ROI can be inferred from an article by Booz Allen Hamilton, which suggests that there is a significant shift away from traditional media to 'below-the-line' spending, driven by the fact that promotional spending is easier to measure. But academic studies have shown that promotional activities are in fact detrimental to long-term marketing ROI (Ataman et al., 2006). Short-term marketing-mix models can be combined with brand-equity models using brand-tracking data to measure 'brand ROI', in both the short- and long-term. The second limitation of marketing mix models comes into play when advertisers attempt to use these models to determine the best media allocation across different media types. The traditional use of MMM's to compare money spent on TV versus money spent on couponing was relatively valid in that both TV commercials and the appearance of coupons (for example, in a FSI run in a newspaper) were both quite time specific. However, as the use of these models has been expanded into comparisons across a wider range of media types, extreme caution should be used.

Even with traditional media such as magazine advertising, the use of MMM's to compare results across media can be problematic; while the modelers overlay models of the 'typical' viewing curves of monthly magazines, these lack in precision, and thus introduce additional variability into the equation. Thus, comparisons of the effectiveness of running a TV commercial versus the effectiveness of running a magazine ad would be biased in favor of TV, with its greater precision of measurement. As new new forms of media proliferate, these limitations become even more important to consider if MMM's are to be used in attempts to quantify their effectiveness. For example, Sponsorship Marketing, Sports Affinity Marketing, Viral Marketing, Blog Marketing and Mobile Marketing all vary in terms of the time-specificity of exposure. Further, most approaches to marketing-mix models try to include all marketing activities in aggregate at the national or regional level, but to the extent that various tactics are targeted to different demographic consumer groups, their impact may be lost. For example, Mountain Dew sponsorship of NASCAR may be targeted to NASCAR fans, which may include multiple age groups, but Mountain Dew advertising on gaming blogs may be targeted to the Gen Y population. Both of these tactics may be highly effective within the corresponding demographic groups but, when included in aggregate in a national or regional marketing-mix model, may come up as ineffective. Aggregation bias, along with issues relating to variations in the time-specific natures of different media, poses serious problems when these models are used in ways beyond those for which they were originally designed. As media become even more fragmented, it is critical that these issues are taken into account if marketing-mix models are used to judge the relative effectiveness of different media and tactics. Marketing-mix models use historical performance to evaluate marketing performance and so are not effective tools to manage marketing investments for new products. This is because the relatively short history of new products makes marketing-mix results unstable. Also relationship between marketing and sales may be radically different in the launch and stable periods. For example the initial performance of Coke Zero was really poor and showed low advertising elasticity.

In spite of this Coke increased its media spend, with an improved strategy and radically improved its performance resulting in advertising effectiveness that is probably several times the effectiveness during the launch period. A typical marketing-mix model would have recommended cutting media spend and instead resorting to heavy price discounting.

CHAPTER -2 RESEARCH METHODOLOGY

INTRODUCTION TO RESEARCH METHODOLOGY:

Research can be defined as the scientific search for knowledge, or as any systematic investigation, to establish novel facts, solve new or existing problems, prove new ideas, or develop new theories, usually using a scientific method. The primary purpose for basic research (as opposed to applied research) is discovering, interpreting, and the development of methods and systems for the advancement of human knowledge on a wide variety of scientific matters of our world and the universe. Scientific research relies on the application of the scientific method, a harnessing of curiosity. This research provides scientific information and theories for the explanation of the nature and the properties of the world around us. It makes practical applications possible. Scientific research is funded by public authorities, by charitable organizations and by private groups, including many companies. Scientific research can be subdivided into different classifications according to their academic and application disciplines. Artistic research, also seen as 'practice-based research', can take form when creative works are considered both the research and the object of research itself. It is the debatable body of thought which offers an alternative to purely scientific methods in research in its search for knowledge and truth. Historical research is embodied in the historical method. Historians use primary sources and other evidence to systematically investigate a topic, and then to write histories in the form of accounts of the past. The phrase my research is also used loosely to describe a person's entire collection of information about a particular subject.

DATA COLLECTION APPROUCH

Primary Data:
PRIMARY DATA is data that has not been previously published, i.e. the data is derived from a new or original research study and collected at the source, e.g., in marketing, it is information that is obtained directly from first-hand sources by means of surveys, observation or experimentation. Original data compiled and studied for a specific purpose. For example, a structured survey might be conducted for the purpose of discovering current attitudes on a particular topic; raw survey responses would be primary data. Primary source is a term used in a number of disciplines to describe source material that is closest to the person, information, period, or idea being studied. In the study of history as an academic discipline, a primary source (also called original source or evidence) is an artifact, a document, a recording, or other source of information that was created at the time under study. It serves as an original source of information about the topic. Similar definitions are used in library science, and other areas of scholarship. In journalism, a primary source can be a person with direct knowledge of a situation, or a document created by such a person
.

Secondary Data:
It refers to the statistical material which is not originated by the investigator himself but obtained from some one else's records, or when Primary data is utilized for any other purpose at some subsequent enquiry it is termed as Secondary data. This type of data is generally taken from newspapers, magazines, bulletins, reports, journals etc. e.g. if the data published by RBI on currency, National Income, Exports or Imports, is used in some other statistical enquiry, it will be termed as Secondary data. According to M.M. Blair, "Secondary data are those already in existence for some other purpose than the answering of the question in hand." Secondary data is the data that have been already collected by and readily available from other sources. Such data are cheaper and more quickly obtainable than the primary data and also may be available when primary data can not be obtained at all. Secondary data is data collected by someone other than the user. Common sources of secondary data for social science include censuses, surveys, organizational records and data collected through qualitative methodologies or qualitative research. Primary data, by contrast, are collected by the investigator conducting the research. Secondary data analysis saves time that would otherwise be spent collecting data and, particularly in the case of quantitative data, provides larger and higherquality databases that would be unfeasible for any individual researcher to collect on their own. In addition, analysts of social and economic change consider secondary data essential, since it is impossible to conduct a new survey that can adequately capture past change and/or developments.

RESEARCH METHADOLOGY
Research Type Descriptive and exploratory. DATA COLLECTION Primary Data:
Use of Questionnaire

Secondary Data:
Internet Books Brochures

OBJECTIVES OF THE STUDY

To study the different marketing strategy of the coca-cola company. To study in detail about the promotional strategies of the coca-cola company. To identify the customers behavior toward the change in price strategy of the company. To compare the importance of every p in a company. To study the Companys marketing mix strategy. To study in detail about the marketing mix structure of the company. To identify the various stages involved in the marketing mix processor of the company. To compare the marketing mix of the company to other companies.

LIMITATIONS OF THE STUDY

Scope of the project is limited. It was difficult to survey. Limited parameters. Old age people do not believe in the concept of having soft drinks. Narrow thinking of middle class people consider soft drinks as not good for their health and wealth. NON-RESPONSE ERROR: It is almost impossible to obtain data from each & every respondent covered in sample. There are always some respondents who refuse to give information. TIME CONSTRAINT- There was time constraint to this project. The project has to be completed within 2months. BUSY RESPONDENT-Many times respondents were so busy that they didnt give reply. There were some rude replies also. OTHER REASONS-There was heavy rains during the period of survey. So there was many times problem in conducting survey & transportation

SAMPLING:
Sample is small group of 30 consumers is taken under consideration from total customer population. This small group represents the total population. In the project I studied market in Delhi city. As it was impossible to approach all respondents of city, a sample was selected which represent whole city. The areas selected were- nirman vihar, vaishali, laxmi nagar metro station area. DATA EVALUATION: All the data collected was not accepted as it was collected. It was filtered & only relative data is introduced in the report which helped in achieving objective of the project

CHAPTER-3 ANNEXURE

QUESTIONNAIRE
1.) What is the first brand comes into your mind when you think of soft drink? coca-cola company Pepsi Thumps-up Others 2.) At what extent your customers are influenced by promotions? Very much Average Below average Cant say anything 3.) How do you associate its product or service? Good for health Modern Affordable Others 4.) Is company being successful without promotion activities? Yes No May be Cant say anything 5.) How your customers are affected by the change in price (service charges)? Very high High Average Below average

6.) Where have you seen advertisement for coca-cola company? Online TV Magazine Newspaper Other (specify) 7.) Which of these brandss product name are you aware of? Health drinks Soft drinks juices others DEMOGRAFIC INFORMATION 8.) YOUR NAME:9.) YOUR AGE: Under 18 10-20 20-30 30-40 40-50 Above 50 10.) GENDER: MALE FEMALE

CHAPTER-4 DATA ANLYSIS AND ANALYSIS

1.) What is the first brand comes into your mind when you think of soft drink?

TABLE 1:PARTICULARS COCA_COLA PEPSI THUMPS UP OTHERS NO. OF RESPONDENTS (in %age) 40 30 20 10

100 90 80 70 60 50 40 30 20 10 0

coca-cola pepsi thumps up others

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

Interpretation:
From the data collected, we came to know that 40% of the responded think of coca-cola,30% respondents think of pepsi,20% of responded think of thumps up and only 10% respondent think of others when asked for the soft drinks brands. From this data we came to know that more responded like to have coca-cola when they think of soft drink
2.) At what extent your customers are influenced by promotions?
TABLE 2:-

PARTICULARS Very much Average Below average Cant say anything

NO. OF RESPONDENTS (in %age) 50 20 20 10

100 90 80 70 60 50 40 30 20 10 0

very much Average Below average Can't say anything 1st Qtr 2nd 3rd Qtr4th Qtr Qtr

INTERPRETATION:
From the data collected we know that 50% of the responded are very much influenced by the promotional activity, 20% of the responded are influenced by

the promotional activities at an average , 20% of responded are influenced by this below average and10% of the responded cant say anything about the promotional activities of the company. From the data its clear that more responded are influenced by the promotional activities and thus I can say that its promotional strategy is going well.

3.) How do you associate its product or service?

TABLE 3:PARTICULARS Good for health Modern Affordable others NO. OF RESPONDENTS (in %age) 20 45 5

100 90 80 70 60 50 40 30 20 10 0

Good for health Modern Affordable Other

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

INTERPRETATION: From the data collected we came to know that 30% of the responded consider companys product good for health, 45% of the responded associate company with modern attribute, 20% of responded associate companys product affordable and 5% with other attribute. From the data its clear that more responded consider coca-cola company modern but not good for health.
4.) Is company being successful without promotion activities?
TABLE 4:PARTICULARS Yes No May be Cant say anything NO. OF RESPONDENTS (in %age) 30 40 20 10

100 90 80 70 60 50 40 30 20 10 0

Yes No May be Can't say anything 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

INTERPRETATION:
From the data collected it came to know that 30% of the responded thinks that company can be successful without promotional activities,40% believe that company cant be successful without its promotional activities,20% are not sure about the promotional activity of the company any their answer is may be and finally 10% cant say anything about its promotional activities 5.) How your customers are affected by the change in price (service charges)
TABLE 5:PARTICULARS Very high High Average Below average NO. OF RESPONDENTS (in %age) 20 30 10 40

100 90 80 70 60 50 40 30 20 10 0

Very high High Average Below average

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

INTERPRETATION; From the data collected above 20% of the responded are highly effected by the change in price in its products, 30% of the responded are also effected highly, 10% are effected but on an average and 40% are effected very low. 6.) Where have you seen advertisement for coca-cola company?
TABLE 6;PARTICULARS Online TV Magazine others NO. OF RESPONDENTS (in %age) 30 50 15 05

100 90 80 70 60 50 40 30 20 10 0

Online TV Magazine Others

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

INTERPRETATION:
From the data collected, we find that 30% become aware about the company from online, 50% gets information from T.V., 15% from magazine, 5% each from other sources. It is the word of mouth of T.V. that makes aware most of the customers about coca-cola company. 7.) Which of these brands product name are you aware of?
TABLE 7:PARTICULARS Health drinks Soft drinks Juices others NO. OF RESPONDENTS (in %age) 30 40 25 05

100 90 80 70 60 50 40 30 20 10 0

Health drinks Soft drinks Juices Others

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

INTERPRETATION:

Out of 30 respondents, 30% respondents know about health drinks, 40% know about soft drinks and 25% & 05% know abouts juices and others respectively. This clears that more responded know about soft drinks and company should promotes its other products also. 8.) Age group of the respondents.
TABLE 8:PARTICULARS Under 18 20-30 30-40 Above 50 NO. OF RESPONDENTS (in %age) 50 30 15 5

100 90 80 70 60 50 40 30 20 10 0

under 18 20-30 30-40 above 50

1st Qtr

2nd Qtr

3rd Qtr

4th Qtr

INTERPRETATION;

From the above bar diagram we come to know that 50% of the responded are under 18, 30% between 20-30, 15% of the responded between 30-40, 05% are above 50, thus more of the responded comes under the age group of under 18.

CHAPTER-5 FINDINGS AND SUGGESTIONS

CONCLUSION
Marketing mix of Coca-Cola company is very good as it has been effectively and efficiently implemented. Consumer finds its products safe and secure. Company has been able to build a good image in the eyes of the customers. Its products are not suitable for health conscious people. Its pricing strategies are not beneficial in the rural areas because of its high charges when compare to other brands of soft drinks. Such that company lacks behind because its pricing strategy this p can prove a curse to the company

FINDING OF THE PROJECT

It is found that the marketing mix of coca-cola company is not correct and is not efficiently and effectively implemented. Price strategies are not much beneficial for current market position. Some of the consumer fined coca-cola company not much trustworthy. Coca-cola Company should also focus on other mediums of promotions like social events etc.

Coca-cola Company should bring such products to the market which promotes healthy habits so that customer will get familiar to those products also. Coca-cola Company provides products which are costly and are not suitable for the people who are health conscious. Coca-cola Company should also focus on other mediums of promotions like social events etc. Coca-cola Company should bring such products to the market which promotes healthy habits so that customer will get familiar to those products also. Coca-cola Company provides products which are costly and are not suitable for the people who are health conscious.

SUGGESTIONS
Coca-cola company need to improve their marketing strategy. Company should also focus on internet, newspaper etc. It should try to increase its trustworthiness. It should introduce some new and innovative products to the market. It must make sure that all the marketing strategy should be implemented effectively.

 It should provide more offers and discounts to attract its customers. It should make more efforts on building its Image in the market.

BIBLIOGRAPHY;
WEBSITES FROM WHERE I HAVE COLLECTED THE DATA:
WWW.COCA-COLA.COM WWW.WIKIPEDIA.ORG WWW.GOOGLE.COM WWW.ASK.COM