A MINOR PROJECT REPORT

ON
[MARKETING STRATEGIES OF COCA COLA]
Submitted in partial fulfillment of requirement of Bachelor of
Commerce (H)

B. Com(H)-II Semester
Batch 2022-2025

Submitted to: Submitted by:

Mrs. Priyanka Goel Ms. Anjali Jadaun
B.com(H) Faculty Enrollment no.01625588822

JIMS ENGINEERING MANAGEMENT TECHNICAL CAMPUS 48/4

KNOWLEDGE PARK III, GREATER NOIDA-201306 (U.P)

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 STUDENT’S UNDERTAKING

I hereby certify that this is my original work and it has never been submitted
elsewhere.
Project Guides:

By Anjali
Jadaun
Faculty

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 CONTENTS
Description Page No.
Acknowledgement 4
Executive summery 5
Certificate of completion 6
Chapter 1. INTRODUCTION 7

Literature review 8

Chapter 2. COMPANY PROFILE 9

Chapter 3. RESEARCH METHODOLOGY 26

Chapter 4. FINDINGS AND ANALYSIS 28

Chapter 5. RECOMMENDATION AND CONCLUSION 42

Bibliography 43

ACKNOWLEDGEMENT
 4

I am sincerely thankful to Mrs. Priyanka Goel (project faculty guide) under

whose guidance I have successfully completed this project and time spent
with her had been a great learning experience. I think her constant
encouragement, warm responses and for filling every gap with valuable ideas
made this project successful .She made it possible for me to put all my
theoretical knowledge to workout on the topic : “MARKETING STRATEGIES
OF COCA-COLA”.

A mammoth project for this nature calls for intellectual

nourishment ,professional help and encouragement from many people. I am
highly thankful to all of them for their help and encouragement. I highly
acknowledge our great debt to all of them for their help and encouragement. A
special thanks to Ms.Richa who told some great ,unknown and valuable facts
regarding the project.

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EXECUTIVE SUMMARY

This executive summary provides an overview of the marketing strategies

employed by Coca-Cola, one of the world's leading beverage companies. The
analysis focuses on key aspects of Coca-Cola's marketing approach,
including brand positioning, product diversification, advertising campaigns,
and digital marketing initiatives.

Coca-Cola's success can be attributed to its strong brand positioning as a

global leader in the beverage industry. The company has established a
distinct brand identity built on core values such as happiness, refreshment,
and connection. By consistently reinforcing these values, Coca-Cola has
created a powerful emotional connection with consumers worldwide.

To maintain its market dominance, Coca-Cola has implemented various

product diversification strategies. The company offers a wide range of
beverages tailored to different consumer preferences, including carbonated
soft drinks, juices, teas, and bottled water. This diversification allows Coca-
Cola to cater to changing consumer demands and expand its market reach.

Coca-Cola's marketing campaigns have played a pivotal role in building brand

awareness and engagement. The company has a long history of iconic
advertising, characterized by memorable slogans, catchy jingles, and
compelling storytelling. Coca-Cola leverages emotional appeal and cultural
relevance to resonate with diverse audiences across different regions and age
groups.

In recent years, Coca-Cola has embraced digital marketing as a key

component of its overall strategy. The company leverages social media
platforms, influencers, and online communities to foster consumer
engagement and amplify brand messaging. Coca-Cola's digital campaigns
often incorporate interactive elements, user-generated content, and
personalized experiences to enhance consumer involvement.

Furthermore, Coca-Cola prioritizes sustainability and corporate social

responsibility in its marketing efforts. The company actively promotes
environmental initiatives, community partnerships, and ethical practices to
align with the values of socially conscious consumers. This approach has not

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only enhanced brand reputation but also contributed to long-term brand

loyalty.

SUPERVISOR CERTIFICATE

This is to certify that Ms. Anjali Jadaun Enrollment No.

01625588822 ,student of B.Com (H) II Semester, Batch (2022-
2025) at JIMS Engineering Management Technical Campus,
Greater Noida affiliated to Guru Gobind Singh Indraprastha
University, New Delhi, have prepared and submitted her Minor
Project Report on the topic MARKETING STRATEGIES OF COCA
COLA.

This is her original work for the partial fulfillment of awarding

degree of Bachelor of Commerce.

Signature of the Guide:

Date

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CHAPTER I

INTRODUCTION

This project is focused on studying the various marketing strategies of Coca-

Cola and the scenario of Indian soft drink industry in the 1990’s.
Coca-Cola Co., the global soft drink industry leader controlled Indian soft drink
industry till 1977. Then Janta Party beats the Congress Party and the Central
Government was changed. This change brought problems for Coca-Cola
principle bottler, who was a big supporter of Gandhi Family. Now Janta Party
government demanded that Coca-Cola should transfer its syrup formula to an
India subsidiary (Chakravarty, 43). Because of this Coca-Cola backed and
withdrew from the country. In the meantime, India’s two target soft drink
producers have gotten rich. Who were controlling 80% of the Indian soft drink
industry.
In 1993, the coco-Cola company came back to India. But the scenario of
Indian soft drink industry had been changed from 1977 to 1993. The
competition in the soft drink industry had become very tough. The major
competitor at that time were Pepsi and Parle. Parle’s best-known brands
includes Thumsup, Limca, Citra and others were Gold Spot and Maaza. At
that time Parle had a market share of 53% and Pepsi had a market share of
20%.
Now Coca-Cola had to make some strategies to survive in this tough
competition. For this Coca-Cola decided to take over Parle, so that the
company can take the advantage of Parle’s network. This decision was
proved very beneficial for Coke as it had ready access to over 2,00,000
retailer outlets and 60 bottlers of Parle’s network.
The marketing strategies which were made by Coca-Cola company to win the
Cola war in 1990s had been very successful as Coca-Cola company had a
total market share of 48.3% in 1998.
So, the Indian soft drink industry saw a dramatic change in the decade of
1990s. All the companies were trying to win the battle by making good
marketing strategies. These days Coke and Pepsi are using the 4Ps of
marketing mix (Price, Product, Place and Promotion) in such a way so that a
good quality can be provided to the consumers at a reasonable price to attract
the consumers towards their brands.
Both the companies know that there is so much potential in the Indian soft
drink industry and the can increase their sales by making good marketing

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strategies. So, they are spending a huge amount of money on advertising and
other sales promotional activities of their brands.

Literature Review

Rukmani Singaram (2019)

Started in 1886, as a small patented medicine company based in Atlanta,

USA to the world's largest soft drink
manufacturer. Coca Cola with its rich history and legacy of over a decade,
with its exceptional marketing
strategies and a supreme portfolio consisting of over 500 beverages. In this
study the researchers are trying to
understand the marketing strategies used by Coca Cola that help it remain a
market leader. Through this paper
we were able to understand that social media marketing is the best way of
marketing for Coca Cola and that a
consumers satisfaction has a direct relationship with the price of the product.

Mayureshnikam (2018)

A soft drink giant, Coca Cola, is one such example which market aggressors
since has been 1886. Coke as a brand
in itself tries to substitute the entire soft drink markets. The main idea behind
their marketing is they read
people’s mind across geographical boundaries. They started tying up with
various food chains that have
widespread not only in India but a world as a whole. How the company is able
to maintain the edge over its
peers. The unique feature of their strategy is they tend to change their tag
lines; this ensures that the target
audience is interested in the product and they feel that the company is doing
some innovation. The report also
tries to forecast some of future strategies that may be adopted by them and
impact in their growth.

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CHAPTER II

COMPANY PROFILE

HISTORY

Coca-Cola Enterprises, established in 1886, is a young company by the

standards of the Coca-Cola system. Yet each of its franchises has a strong
heritage in the traditions of Coca-Cola that is the foundation for this Company.
The Coca-Cola Company traces it’s beginning to 1886, when an Atlanta
pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale
in fountain drinks. However the bottling business began in 1899 when two
Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead,
secured the exclusive rights to bottle and sell Coca-Cola for most of the
United States from The Coca-Cola Company.
The Coca-Cola bottling system continued to operate as independent, local
businesses until the early 1980s when bottling franchises began to
consolidate. In 1986, The Coca-Cola Company merged some of its company-
owned operations with two large ownership groups that were for sale, the
John T. Lupton franchises and BCI Holding Corporation's bottling holdings, to
form Coca-Cola Enterprises Inc. The Company offered its stock to the public
on November 21, 1986, at a split-adjusted price of $5.50 a share. On an
annual basis, total unit case sales were 880,000 in 1986.
In December 1991, a merger between Coca-Cola Enterprises and the
Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger
Company, again helping accelerate bottler consolidation. As part of the
merger, the senior management team of Johnston assumed responsibility for
managing the Company, and began a dramatic, successful restructuring in
1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5
billion
The Coca-Cola Company is the world’s largest beverage company. They
operate in more than 200 countries & markets more than 2800 beverage
products. Headquartered at Atlanta, Georgia, they employ approximately
90500 employees all over the world. It is often referred to simply as Coke or
(in European and American countries) as Cola or Pop.

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ORGANISATIONAL STRUCTURE

Coca-Cola is “Tall” in terms of organizational complexity. Coca-Cola is

controlled through a vertical hierarchy, with decision-making authority residing
with the company’s upper management. Daily and routine decisions are made
by the line managers at the middle level.
Coca-Cola has more than 700,000 system employees, including their bottling
partners. The company’s operations reach over 200 countries worldwide, with
six geographic operating segments. Coca-Cola’s head office is responsible for
providing the company with an overall direction and support to the regional
structure. The company’s Executive Committee makes key strategic decisions
for the company. The Chair of the Executive Committee acts as a figurehead
for the company and chairs the board meetings. He is also the CEO and is the
senior decision maker. Each divison of a company has a marketing manager,
public affairs director, financial director etc.
When one of these divisions is planning to do something, an advertising
campaign for example, the division has to communicate with their superiors to
get approval. Since the company’s hierarchy is so tall, communication has to
travel back to corporate headquarters in the U.S, where the Executive
Committee has the final decision making power for activities the divisions
have proposed. Below is an organizational chart of the company.

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KEY MANAGEMENT PERSONNEL OF COCA COLA

COMPANY
1. James Quincey - Chairman and CEO
2. John Muphy - President and CFO
3. Manuel Arroyo - Global CMO
4. Stacy Aptor - Vice president, corporate treasurer
5. Barry Ballow - Vice president, internal audit
6. Henrique Braun - President, international development
7. Selmen Careaga - president, coca cola category
8. Lisa Chang - Global chief people’s officer
9. Monica Howard Douglas - Senior vice president , general counsel
10. Matrona Filippou - President,Hydration,sports,and tea category
11. Jorge Garduno - President ,Japan and South Korea
12. Jeffy Gilbert - Vice President and chief security officer
13. Robbin Halpen - Global head of investor relations
14. Mark Harris - Vice President and general head counsel
15. Nikolas Koumettis - president, Europe
And other 25 key members are a part of management of coca cola company.

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CURRENT SALES
Net revenues grew 5% to $11.0 billion, and organic revenues (non-GAAP)
grew 12%. Revenue performance included 11% growth in price mix and 1%
growth in concentrate sales. Concentrate sales were 2 points behind unit case
volume, largely due to the timing of concentrate shipments and the impact of
one less day in the quarter.as per the first quarter of 2023.

market share
pepsi; 23%

coke; 41%

mountain
dew; 13%

fanta ; 3% dr.pepper;
sprite; 8% 12%

pepsi mountain dew dr.pepper sprite fanta coke

PRODUCT MIX (only Indian beverages of coke)

1.Aerated Beverages: 2. Energy Drinks: 3. Bottled Drinks: 4. Vending

Machine
 Coca cola Burn Kinley Georgia Vending
Sol.
 Diet coke
 Thumps up 5. Tea and coffee products: 6. Fruit based
beverages
 Sprite Georgia Gold Mazza
 Fanta Georgia products Minute maid
 Limca
 Kinley
 Schweppers

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MARKET POSITION
SEGMENTATION
Market segmentation involves dividing a market into smaller groups of buyers
with different needs, characteristics or behaviors that might require separate
marketing mix or strategies.
Segmentation can be divided into various parts:-
1. Geographic Segmentation (Regions, Climate)
2. Demographic Segmentation (Age, Gender, Family Size, Income)
3. Psychographic Segmentation (Lifestyles, Social Class, Personality)
4. Behavioral Segmentation (Occasions, Usage Rate, User Status, Speed)
Coca Cola has more than 400 distinct items line, aggregate of 3,500 item
blend.
Coca Cola uses different blends to target different age groups, ethnic groups,
sexes, lifestyles, etc. for example they use "OASIS", a juice to target the age
group of 20-30. And also it produces products like "Diet Coke, Coca Cola
Zero" for the health conscious people who don't prefer calories but cannot
forget the taste. This age group consists of the people aged 30-50.
Coca Cola even uses special packs at special occasions to encourage people
to buy more of their products. Like "Christmas Celebration Bottle Bow, World
Championship Games" for which their sales even went up by a good margin.
Disney Hundred Acre Woods - fruit juice for kids Odwalla - for adults who
want a grown up taste in a healthy fruit beverage; Powerade – sport drink,
targets athletes between 13-27 ages
Targets different income level. For example, by packaging: for low level
income, the company is selling returnable glass bottle; for high level income,
the company is selling coke in tins.

TARGETING

Target marketing tailors a marketing mix for one or more segments identified
by market segmentation.
Target marketing contrasts with mass marketing, which offers a single product
to the entire market.
Two important factors to consider when selecting a target market segment are
the attractiveness of the segment and the fit between the segment and the
firm's objectives, resources, and capabilities.
Coca Cola has surely targeted the customer's media habits very effectively for
sure like:

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>The youthful target gathering of people of the brand cherishes media

presentation.
Mobile era and online networking is a piece of every day life.
Coca Cola's utilization in the late spring is 60% than 40% in the winter; in this
way, the organization's deals are higher in the mid year. It additionally centers
in hot region on the planet.
This is the reason, despite being an American company, its still doing a very
successful business in India. Where "Ranveer Singh & Mahesh Babu in South
India" are the brand ambassador of the company and the T.V commercials a
very popular and the sales are all time high because the company understood
the principle a while ago "think global, act local".
This scenario of high sales is seen in most of the Asian and the Gulf
countries, reason being the temperature.
Coca Cola has deliberately situated itself inside of the world soda pop market.
It confronts a crucial inquiry: does it need to keep the same situating or to
adjust as indicated by the 200 nations where the brand offers its items. Coca
Cola items are obtained by various classes, yet mostly by middle to high level
class.

DIFFERENTIATION

A differentiation strategy is the development of a product or service that offers

unique and differentiating attributes which are valued by customers and
perceive to be better than or different from the products of the competition.
Differentiation in Coca Cola
Coca Cola Company spends round about 20% of their total advertisement
budget for maintaining and communicating on its differentiation strategy.
Coca cola has created its differentiation by utilizing soft sell approach.
Company has successfully positioned itself on the following standards:

 Corporate reputation for quality and innovation: one of the best place to
work

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 Successful communication of perceived strengths of the product:

Integrated marketing strategy.
 Symbol of joy and fun.
 'The Secret Formula'.

POSITIONING

Positioning is the act of designing the product and service offering of a

company in the minds of the customer's so that:
The consumer can relate the product and service offering to a need or want.
The consumer can perceive a brand's characteristics relative to those of
competitive offerings. It is process of creating an image of the product and
service offering in the minds of the consumer.
This impression of the brand by the shopper prompts a high level of reliability
and settles on the acquiring choice more programmed. Coca Cola has been
fruitful by utilizing Unique Selling Preposition word as "Carry on with the coke
side of life", identified with euphoria and satisfaction. At the point when the
name of Coke is said, the principal thing that comes into psyche is fun and
diversion.

MARKETING MIX OF COCA-COLA COMPANY

Product:
Coca-Cola offers a wide range of beverages, including carbonated soft drinks,
juices, teas, coffees, energy drinks, and water.
The company has a diverse product portfolio with core brands like Coca-Cola,
Diet Coke, Sprite, Fanta, and Minute Maid.
Coca-Cola focuses on product innovation and continually introduces new
flavors, variants, and packaging options to meet evolving consumer
preferences.

Price:
Coca-Cola employs various pricing strategies based on factors such as
product differentiation, market demand, and competition.

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The company offers different pricing tiers, ranging from premium pricing for
specialty or limited edition products to competitive pricing for mass-market
offerings.
Coca-Cola also utilizes pricing promotions, such as discounts and bundles, to
attract and retain customers.

Place (Distribution):
Coca-Cola has a robust distribution network, ensuring its products are widely
available across various channels globally.
The company utilizes both direct and indirect distribution methods. It sells its
products through retail stores, supermarkets, convenience stores, restaurants,
vending machines, and online platforms.
Coca-Cola works closely with its network of bottling partners and distributors
to ensure efficient and timely product delivery to reach consumers in diverse
locations.

Promotion
Coca-Cola heavily invests in advertising and promotional activities to create
brand awareness, drive consumer engagement, and increase sales.
The company utilizes various advertising mediums, including television, print,
outdoor billboards, and digital channels, to reach a wide audience.
Coca-Cola's promotional campaigns often focus on creating emotional
connections, promoting happiness, and emphasizing the enjoyment of
moments shared with Coca-Cola beverages.
The company also engages in sponsorships of sports events, music festivals,
and other cultural activities to enhance brand visibility and association with
positive experiences.
NOTE:
Overall, Coca-Cola's strategies for adapting to changing consumer
preferences and trends have been commendable. The company has
diversified its product portfolio, addressed health and wellness concerns,
embraced sustainability, leveraged digital technologies, and invested in
consumer research. These initiatives have allowed Coca-Cola to stay
relevant, meet evolving consumer demands, and maintain its position as a
leading beverage company in a dynamic market environment.

DIGITAL MARKET ING AND SOCIAL MEDIA

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1.Coca-Cola has been actively leveraging digital marketing strategies to

enhance its online presence and engage with consumers. Here is an
analysis of some key aspects of Coca-Cola's digital marketing strategies:

 Strong Online Presence: Coca-Cola maintains a robust online

presence through its official website and social media platforms. The
company's website serves as a centralized hub for product information,
brand stories, and interactive content. It provides a user-friendly
experience and encourages consumer engagement.

 Social Media Engagement: Coca-Cola has a strong presence on

major social media platforms, including Facebook, Twitter, Instagram,
YouTube, and LinkedIn. The company utilizes these platforms to
connect with consumers, share brand content, and drive engagement.
Coca-Cola's social media strategy focuses on creating compelling and
shareable content that resonates with its target audience.

 Interactive Campaigns: Coca-Cola has launched numerous

interactive digital campaigns to engage consumers. These campaigns
often involve user-generated content, contests, and social media
challenges. Examples include the "Share a Coke" campaign, where
consumers could personalize Coca-Cola bottles with their names, and
the "Taste the Feeling" campaign, which encouraged users to share
their moments of joy.

 Influencer Partnerships: Coca-Cola has collaborated with influencers

and celebrities to amplify its brand messaging and reach a broader
audience. By partnering with popular personalities, Coca-Cola taps into
their followers' influence and leverages their reach and credibility to
promote its products and campaigns.

 Personalization and Customization: Coca-Cola's digital marketing

strategies often incorporate personalization elements. For instance, the
"Share a Coke" campaign allowed consumers to find bottles with their
names or customize virtual bottles online. This approach adds a sense
of individuality and fosters consumer connection with the brand.

 Video Content and Storytelling: Coca-Cola effectively utilizes video

content to tell brand stories and evoke emotions. The company creates
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visually appealing and emotionally engaging videos that resonate with

consumers. These videos are often shared on social media platforms
and are designed to be highly shareable, extending the reach and
impact of the brand's messaging.

 Mobile Optimization: Recognizing the growing importance of mobile

devices, Coca-Cola ensures its digital marketing strategies are
optimized for mobile platforms. The company's website and digital
campaigns are mobile-friendly, providing a seamless user experience
across different devices and catering to the on-the-go nature of
consumers.

 Data-driven Insights: Coca-Cola employs data analytics to gain

insights into consumer behavior and preferences. By analyzing data
from website visits, social media interactions, and other digital
touchpoints, Coca-Cola can better understand its audience, refine its
marketing strategies, and deliver more targeted and personalized
content.

Overall, Coca-Cola's digital marketing strategies have been successful in

strengthening its online presence and engaging consumers. The company
effectively utilizes social media, interactive campaigns, influencer
partnerships, personalized experiences, video content, and mobile
optimization to create a cohesive and engaging digital brand experience. By
leveraging these strategies, Coca-Cola continues to build brand loyalty,
connect with its target audience, and stay relevant in the digital landscape.

2.Coca-Cola effectively utilizes social media platforms to engage with

consumers and create brand awareness. Here are some key ways in which
Coca-Cola leverages social media:

 Building Brand Identity: Coca-Cola uses social media platforms to

reinforce its brand identity and values. The company shares content
that aligns with its brand image, such as happiness, togetherness, and
enjoyment. Through visually appealing images, videos, and messages,
Coca-Cola creates a consistent and positive brand presence on social
media.

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 Engaging Content: Coca-Cola focuses on creating engaging content

that sparks conversation and captures the attention of its audience.
The company shares a mix of entertaining, informative, and
inspirational content, including videos, GIFs, quizzes, and contests.
Coca-Cola's aim is to provide content that resonates with its followers
and encourages them to interact with the brand.

 User-Generated Content: Coca-Cola actively encourages user-

generated content by running campaigns and contests that involve
consumers in creating and sharing their own content related to the
brand. For instance, the "Share a Coke" campaign invited consumers
to share photos with personalized Coke bottles, amplifying brand reach
and creating a sense of ownership and connection among consumers.

 Influencer Collaborations: Coca-Cola partners with influencers and

celebrities on social media to expand its reach and tap into their
followers' networks. These influencers endorse the brand, share their
experiences, and create content that promotes Coca-Cola's products or
campaigns. By leveraging the influence of these individuals, Coca-Cola
can reach a broader audience and gain credibility among their
followers.

 Real-Time Engagement: Coca-Cola actively engages with its

audience on social media by responding to comments, questions, and
mentions. The company shows a willingness to interact and have
conversations with its followers, fostering a sense of community and
building customer loyalty. This real-time engagement allows Coca-Cola
to humanize its brand and establish a direct connection with its
consumers.

 Social Causes and Corporate Social Responsibility (CSR): Coca-

Cola uses social media as a platform to showcase its commitment to
social causes and CSR initiatives. By highlighting its sustainability
efforts, community programs, and philanthropic activities, Coca-Cola
enhances its brand reputation and demonstrates its commitment to
making a positive impact. This resonates with socially conscious
consumers and creates a positive association with the brand.

 Multi-Language and Localized Content: Coca-Cola tailors its social

media content to different regions and languages, ensuring it resonates
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with local audiences. By creating content specific to different cultures

and regions, Coca-Cola demonstrates its commitment to inclusivity and
connects with consumers on a more personal level.

Through these strategies, Coca-Cola effectively engages with consumers on

social media platforms, creates brand awareness, and fosters a sense of
community and loyalty. By staying true to its brand values and consistently
providing engaging and relevant content, Coca-Cola maintains an active and
influential presence on social media.

MAJOR COMPETITORS OF COCA COLA COMPANY

Coca-Cola, being one of the largest beverage companies in the world, faces
competition from several major players in the beverage industry. Here are
some of Coca-Cola's major competitors:
 PepsiCo: PepsiCo is Coca-Cola's primary rival and one of the leading
beverage companies globally. PepsiCo produces a wide range of
beverages, including Pepsi, Mountain Dew, Gatorade, Tropicana, and
Aquafina. The rivalry between Coca-Cola and PepsiCo is often referred
to as the "cola wars."

 Dr Pepper Snapple Group: Dr Pepper Snapple Group is another

significant competitor of Coca-Cola. It owns brands such as Dr Pepper,
Snapple, 7UP, Canada Dry, and Hawaiian Punch, among others. The
company's diverse portfolio of carbonated and non-carbonated
beverages poses competition to Coca-Cola.

 Keurig Dr Pepper: Keurig Dr Pepper is the result of a merger between

Dr Pepper Snapple Group and Keurig Green Mountain in 2018. The
company is a major player in the beverage industry, offering a wide
variety of products, including soft drinks, juices, teas, coffees, and
other beverages.

 The Coca-Cola Company itself: Coca-Cola competes with itself to

some extent. The company has a broad portfolio of brands, including
Coca-Cola Classic, Diet Coke, Sprite, Fanta, Powerade, Minute Maid,

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and Dasani, among others. These brands can cannibalize each other's
market share.

 Monster Beverage Corporation: Monster Beverage Corporation is a

leading energy drink company and a strong competitor to Coca-Cola. It
produces popular energy drinks like Monster Energy, Monster Ultra,
and Reign Total Body Fuel. While Monster primarily focuses on the
energy drink market, its products can compete with Coca-Cola's
offerings in terms of consumer preferences and market share.

 Nestlé Waters: Nestlé Waters, a division of Nestlé, is a major player in

the bottled water industry. Brands such as Nestlé Pure Life, Perrier,
and Poland Spring compete with Coca-Cola's water brands like Dasani
and Smartwater.

 Regional and Local Brands: Coca-Cola also faces competition from

numerous regional and local beverage companies worldwide. These
companies often have strong brand loyalty and cater to specific
regional tastes and preferences.

Action on sustainability
We are taking action on sustainability by using our business and our brands to
build a better shared future For people. For the planet
ACTION ON DRINKS

We’ll be a total beverage company, offering consumers an even

greater choice of drinks with reduced sugar.
We’ll reduce the sugar in our soft drinks by 10% and that’s in
addition to the 5% reduction achieved in the previous 5 years.
We’ll aim for 50% of our sales to come from low or no calorie
drinks.
We’ll continuously evolve our recipes and portfolio to offer a
greater choice of drinks.
We’ll make it easier for consumers to cut down on sugar with
straightforward product information and smaller pack sizes.

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We’ll make sure we don’t advertise to children under 12 and that

our sales and marketing practices evolve in line with external
expectations.
ACTION ON PACKAGING
We’ll collect all of our packaging so that none of it ends up as litter or in the
oceans. We’ll make sure that 100% of our primary packaging is recyclable or
reusable.
We’ll work with local and national partners to collect 100% of our packaging in
Western Europe, including support for well-designed deposit return systems.
We’ll remove all unnecessary or hard to recycle packaging from our portfolio.
We’ll make sure that at least 50% of the material we use for our PET bottles
comes from recycled plastic (r PET) by 2023 and we’ll aim to reach 100%
recycled or renewable plastic by the end of the decade.
We’ll use the reach of our brands to inspire everyone to recycle.
We’ll innovate in refillable and dispensed solutions and services as a key
strategic route to eliminate packaging waste and reduce our carbon footprint.
ACTION ON SOCIETY
We’ll be a force for good by championing inclusion and economic
development in society — with our employees and our communities.
We’ll foster a diverse and inclusive culture in our business and make sure that
women hold at least 40% of our management positions.
We’ll expand the contribution we make to society by increasing our employee
volunteering and supporting local community partnerships.
We’ll support initiatives which help young people gain the employability, skills
and confidence they need to succeed.
ACTION ON WATER
We’ll handle water with the care it deserves across our business and our
value chain.
We’ll protect the sustainability of the water sources we use for future
generations.
We’ll reduce the water we use in manufacturing by 20% — and address water
impacts in our supply chain. We’ll replenish 100% of the water we us in areas
of water stress.
ACTION ON CLIMATE
We’ll aim to reach Net Zero by 2040 and reduce our emissions by 30% by
2030.

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We’ll aim to reach net zero emissions across our entire value chain by
2040.We’ll cut greenhouse gas emissions by 30% across our entire value
chain by 2030
We’ll aim for 100% of our strategic suppliers to set their own science-based
targets and transition to 100% renewable electricity by 2023.
ACTION ON SUPPLY CHAIN
We’ll source our main ingredients and raw materials sustainably and
responsibly.
We’ll make sure 100% of our main agricultural ingredients and raw materials
come from sustainable sources. We’ll continue to embed sustainability, ethics
and human rights into our supply chain.

FUTURE PLANS (as per the latest reports)

VISION

LOVED BRANDS, DONE SUSTAINABLY, FOR A BETTER

SHARED FUTURE.
Our vision is to craft the brands and choice of drinks that people
love and enjoy, to refresh them in body and spirit. And done in
ways that create a more
sustainable business and better shared future that makes a
difference in people’s lives, communities and our planet.

HOW WE DO IT

LOVED BRANDS

• Passion for people and their lives

• Cutting-edge excellence in ingredients, Innovation, design,
experiences and marketing
• Investment for leadership across categories inpurposeful brands
that consumers love and
enjoy
• We grow our business by providing people with choices,
including beverages without sugar
• Acting as a network
• Building and nurturing powerful partnerships to
bring brands to market

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DONE SUSTAINABLY

• Water, packaging and climate challenges are interconnected, and

so are the solutions we support
• Water is essential to every person and every ecosystem, and it’s
the main ingredient in our products
• Enable the circular economy through increased
collection, design and partnership
• Science-based approach to reduce our carbon footprint
• Continuously improve sustainable and ethical sourcing
practices
• Commitment to human rights

FOR A BETTER SHARED FUTURE

• Invest in employees’ personal growth and talent for today and the
future
• Empower people through accountability
• Create access to equal opportunities and become more inclusive
• Create value for customers big and small
• Support our communities, especially in times
of need
• Deliver superior growth

BEHAVIORS WE EXHIBIT

WE NURTURE A CULTURE WITH A PASSION TO REFRESH

THE WORLD. WE MAKE A DIFFERENCE.
We act with courage and growth mindset and take an expansive
approach to what’s possible to build a better future. The behaviors
we strive to exhibit every day include being:

CURIOUS
• Exploring, understanding, connecting, imagining, wondering
about how it could be better or different
• Woodruff quote: “Future belongs to the discontented”

EMPOWERED
• Accountability and action
• Consideration and prioritization
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INCLUSIVE
• Draw on diverse talent and experience to improve ideas
• Coupling individual thought with great team interaction

AGILE
• Learn by doing, use version 1.0, 2.0, 3.0
• Take a more iterative, real world approach

THE CONSCIENCE WE FOLLOW

DO THE RIGHT THING

• Start with facts, based in science
• Use our global scale for leadership, for progress and for good
• If we make mistakes, act quickly to make things right

OBJECTIVES OF THE STUDY

1.Market Structure analysis

Market Structure analysis refers to the nature and degree of competition in the
market for goods and services. the structure of market both for good market
and services market are determined by the nature of competition prevailing in
a particular market.

2.SWOT analysis

SWOT analysis is a strategic planning technique used to help a person or

organisation to identify the strengths weaknesses opportunities and threats
related to business competition or project planning. it is intended two specify
the objectives of the business venture or project and identify the internal and
external factors that are favourable and unfavourable to achieve objectives.

3.Competitor analysis

Computer analysis is an assessment of strength and weaknesses of current

and potential competitors does analysis provides both an offensive and
defensive strategic context to identify opportunities and threads. profitting
combines all of the relevant sources of competitor analysis into one
framework in the support of efficient and effective strategy formulation,

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implementation, monitoring and adjustment competitor analysis is an essential

component of corporate strategy.

4.PEST analysis
Pest analysis means the analysis of coca cola’s political, economical, socio-
cultural and techonological framework in the external business environment. It
helps the person or organisation to examine its macro-environment
operations.

CHAPTER III

RESEARCH METHODLOGY

DEFINITION
Research methodology is the specific procedures or techniques used to
identify, select, process, and analyze information about a topic. In a research
paper, the methodology section allows the reader to critically evaluate a
study’s overall validity and reliability.

TYPES OF DATA
Primary Data: Data that has been generated by the researcher
himself/herself, surveys, interviews, experiments, specially designed for
understanding and solving the research problem at hand. data which is being
collected for the first time.

Secondary Data: Using existing data generated by large government

Institutions, healthcare facilities etc. as part of organizational record keeping.
The data is then extracted from more varied datafiles. Data which is already
collected by someone already.

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LIMITATIONS OF RESEARCH METHODOLOGY

1.Formulation of research aims and objectives: You might have

formulated research aims and objectives too broadly. You can specify in
which ways the formulation of research aims and objectives could be
narrowed so that the level of focus of the study could be increased.

2. Implementation of data collection method: Because you do not have an

extensive experience in primary data collection (otherwise you would not be
reading this book), there is a great chance that the nature of implementation
of data collection method is flawed.

3. Sample size: Sample size depends on the nature of the research problem.
If sample size is too small, statistical tests would not be able to identify
significant relationships within data set. You can state that basing your study
in larger sample size could have generated more accurate results. The
importance of sample size is greater in quantitative studies compared to
qualitative studies.
4. Lack of previous studies in the research area: Literature review is an
important part of any research, because it helps to identify the scope of works
that have been done so far in research area. Literature review findings are

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used as the foundation for the researcher to be built upon to achieve her
research objectives.
5. Scope of discussions: You can include this point as a limitation of your
research regardless of the choice of the research area. Because (most likely)
you don’t have many years of experience of conducing researches and
producing academic papers of such a large size individually, the scope and
depth of discussions in your paper is compromised in many levels compared
to the works of experienced scholars.

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CHAPTER IV

ANALYSIS

SWOT ANALYSIS

Strengths:

Strong Brand Equity: Coca-Cola possesses one of the most valuable and
recognized brands globally. Its brand equity is built on decades of successful
marketing and advertising campaigns, which have created a strong emotional
connection with consumers.

Global Presence: Coca-Cola operates in over 200 countries, making it a truly

global brand. Its extensive distribution network allows the company to reach a
wide customer base and maintain a dominant market share in many regions.

Diverse Product Portfolio: Coca-Cola offers a diverse range of beverages,

including carbonated soft drinks, juices, sports drinks, teas, and coffees. This
broad portfolio enables the company to cater to various consumer
preferences and adapt to changing market trends.

Strong Marketing and Advertising: Coca-Cola is renowned for its effective

marketing and advertising strategies. The company consistently creates
memorable and engaging campaigns that resonate with consumers and
reinforce its brand image. Its advertising efforts have contributed significantly
to maintaining brand awareness and loyalty.

Strong Financial Performance: Coca-Cola has a solid financial track record,

with consistent revenue growth and strong profitability. The company's strong
financial position allows it to invest in product innovation, marketing initiatives,
and expansion opportunities.

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Weaknesses:

Dependence on Carbonated Beverages: Coca-Cola's primary revenue

source comes from carbonated soft drinks, which face increasing scrutiny due
to health concerns related to sugar consumption. The company's heavy
reliance on these beverages exposes it to shifting consumer preferences
towards healthier alternatives.

Negative Health Perception: Coca-Cola products have been associated with

health issues such as obesity and tooth decay. The negative perception of its
beverages as unhealthy can impact consumer choices and create challenges
in adapting to changing consumer preferences for healthier options.

Vulnerability to Water Scarcity Issues: Coca-Cola's production process

requires significant water resources. The company has faced criticism and
protests over its water usage practices in water-stressed regions, which can
harm its reputation and lead to operational disruptions.

Opportunities:

Expanding into Health and Wellness Segments: As consumers

increasingly prioritize health and wellness, there is an opportunity for Coca-
Cola to diversify its product portfolio by introducing more low-sugar, sugar-
free, and functional beverages. By expanding its offerings in healthier
segments, the company can tap into new market opportunities.

Leveraging Emerging Markets: Coca-Cola can further expand its presence

in emerging markets with growing populations and rising disposable incomes.
These markets offer opportunities for increased sales volumes and market
share gains.

Expansion into Non-Alcoholic Beverage Categories: The non-alcoholic

beverage industry has seen the emergence of new categories such as plant-
based drinks, ready-to-drink coffees, and functional beverages. Coca-Cola
can explore opportunities to enter these categories and leverage its
distribution capabilities and brand recognition.

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Sustainability and Environmental Initiatives: Coca-Cola can strengthen its

commitment to sustainability and environmental responsibility by
implementing initiatives to reduce its carbon footprint, promote recycling, and
develop eco-friendly packaging. Such efforts align with increasing consumer
demand for environmentally responsible practices.

Threats:

Intense Competition: Coca-Cola faces intense competition from both

traditional beverage companies and new entrants. Competitors constantly
introduce new products and marketing strategies, challenging Coca-Cola's
market share and consumer loyalty.

Changing Consumer Preferences: Consumers' preferences are shifting

towards healthier options, including natural and organic beverages. If Coca-
Cola fails to meet these evolving preferences, it may lose market share to
competitors that can offer healthier alternatives.

Increasing Regulatory Pressure: Governments worldwide are implementing

stricter regulations on the marketing, labeling, and taxation of sugary
beverages. Compliance with these regulations can increase costs and limit
the company's ability to market its products effectively.

Economic Volatility: Economic downturns and currency fluctuations in

different regions can impact Coca-Cola's profitability and consumer
purchasing

PEST ANALYSIS

Political Factors:

Government Regulations: Coca-Cola operates in various countries, and

political factors play a significant role in its operations. Government
regulations regarding food safety, labeling, advertising, and taxation can
impact the company's production, distribution, and marketing strategies.

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Trade Policies: International trade policies, such as tariffs and import/export

regulations, can affect Coca-Cola's supply chain, particularly in regions where
it sources raw materials or exports finished products.

Political Stability: Political instability in certain regions can disrupt Coca-

Cola's operations, including manufacturing, distribution, and sales. Unstable
political environments may lead to safety concerns or hinder market growth.

Economic Factors:

Economic Growth: The overall economic conditions, including GDP growth

rates, inflation, and consumer spending patterns, influence Coca-Cola's sales
and profitability. Economic downturns may result in reduced consumer
purchasing power and lower demand for beverages.

Currency Exchange Rates: Coca-Cola's global operations expose it to

currency fluctuations. Changes in exchange rates can impact the company's
revenues, costs, and profitability, particularly in regions where it operates and
transacts in different currencies.

Income Levels: Disposable income levels of consumers directly influence

their purchasing power and demand for Coca-Cola's products. Higher
disposable incomes generally result in increased consumption, while lower
incomes may lead to more price-sensitive consumer behavior.

Social Factors:

lifestyles and increased Health and Wellness Trends: Shifting consumer

preferences towards healthier awareness of the health risks associated with
sugary beverages pose challenges for Coca-Cola. The company needs to
address these trends by offering healthier alternatives and providing
transparent information about ingredients and nutritional content.

Cultural Differences: Coca-Cola operates in diverse cultural environments,

and cultural preferences and traditions influence consumer behavior. The

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company must adapt its marketing strategies to cater to specific cultural

values and preferences in different regions.

Changing Demographics: Demographic shifts, such as population growth,

aging populations, and urbanization, impact Coca-Cola's target markets and
consumer segments. The company needs to understand and respond to the
changing demographics to effectively reach its target audience.

Technological Factors:

Innovation and Product Development: Technological advancements

present opportunities for Coca-Cola to innovate its products, packaging, and
manufacturing processes. The company can leverage new technologies to
develop healthier beverages, improve production efficiency, and enhance
customer experiences.

Digital Transformation: The increasing adoption of digital technologies, e-

commerce, and social media platforms has transformed consumer behavior
and communication channels. Coca-Cola needs to embrace digital marketing,
online sales, and customer engagement strategies to effectively reach and
engage with consumers.

Supply Chain Management: Technological advancements in supply chain

management, such as automation, data analytics, and inventory management
systems, can optimize Coca-Cola's operations, reduce costs, and improve
efficiency.

Analysis of major factors influencing consumer preferences and

purchasing decisions in COCA COLA

Several factors influence consumer preferences and purchasing decisions

when it comes to Coca-Cola. Here are some major factors:

Brand Image and Reputation: Coca-Cola has built a strong brand image and
reputation over the years, associated with quality, tradition, and happiness.
The positive perception of the brand influences consumer preferences and
creates a sense of trust and familiarity.

Taste and Refreshment: Coca-Cola's distinct taste and ability to provide a

refreshing experience are key factors that attract consumers. The unique
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flavor profile and carbonation of Coca-Cola's beverages make them desirable

choices for those seeking a refreshing and enjoyable drink.

Marketing and Advertising: Coca-Cola's marketing and advertising

strategies play a significant role in shaping consumer preferences. Through
captivating campaigns, emotional storytelling, and memorable slogans, Coca-
Cola creates a sense of connection and appeal, influencing consumers' desire
to purchase their products.

Availability and Accessibility: Coca-Cola's extensive distribution network

ensures that its products are widely available, making them easily accessible
to consumers. This accessibility contributes to consumer preferences and
purchasing decisions, as consumers are more likely to choose a product that
is readily available.

Price and Value for Money: Pricing is an important factor for consumers
when making purchasing decisions. Coca-Cola offers a range of products at
different price points, allowing consumers to choose options that align with
their budget and perceived value for money.

Social Influence and Peer Perception: Consumer preferences and

purchasing decisions can be influenced by social factors. The perception of
Coca-Cola as a popular and socially accepted brand can sway consumer
choices, as individuals may want to align themselves with a brand that is
widely recognized and appreciated by their peers.

Health Consciousness and Nutritional Considerations: Consumer

preferences have been shifting towards healthier choices, which has affected
the beverage industry. Coca-Cola has responded by diversifying its product
portfolio to include options such as low-sugar, sugar-free, and healthier
alternatives. Consumer awareness of the health impacts of sugary beverages
also influences purchasing decisions.

Environmental and Sustainability Factors: Increasingly, consumers are

considering the environmental impact and sustainability practices of the
brands they support. Coca-Cola's efforts in water stewardship, packaging
sustainability, and recycling initiatives resonate with consumers who prioritize
eco-friendly choices, influencing their preferences and purchasing decisions.

It's important to note that consumer preferences and purchasing decisions

can vary based on individual preferences, cultural factors, and market
dynamics. Coca-Cola continuously monitors and adapts to these factors to
understand and meet consumer expectations.

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PRIMARY FINDINGS AND ANALYSIS : CASE STUDY

Q1.
Have you ever tried any product of coca cola?

Chart Title
60

50
50
40

30

20

10

0
Category
0 1

yes no

Out of 50 people surveyed, all of them said they had tried coca cola atleast
once. this explains brand awareness of coca cola
Gender : out of 50 ,45 were men and 15 were women.

Series 1
50
45
40
35
30
25
20
15
10
5
0
yes no

Series 1

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Age group:

Column1
51&above

36-50yrs

20-35yrs

10-19yrs

below 10yrs

0 5 10 15 20 25 30 35 40 45 50

Column1

Majority of respondents are from age of 20-35yrs

Q2. Do you enjoy coca cola?

Column1

21%
yes
no

79%

Out of 50 people,79%people enjoy coca cola and remaining 21% do not enjoy
having coca cola dur several factors.

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Q3. What brand would you say is popular among public?

a)Coca cola
b)Pepsi
c)Others

Sales

7%
coca cola
pepsi
others
36%
57%

Out of 50 people, 57% agree that coca is popular among

public ,36%believe in Pepsi to be most popular among public and rest 7%
believe in other brands popularity. this means that coca cola is most
popular among public.
Q4. Do you enjoy coca cola ads on tv?

I like them very much

good but not special

not bad

I don't like it

0 5 10 15 20 25 30 35 40 45 50

no. of people

This chart shows thoughts of majority of people regarding coca cola ads.
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Q5. Do you think the price of can is cheap or expensive?

no. of people
chep slightly overpriced expensive

15%

28%

57%

Out of total 50 people, 57% people find price of can slightly overpriced,
28% people finds it expensive and remaining 15% finds it cheap.

Q6. If you were to see coca cola logo somewhere, would you recognize it?

Sales

yes no

Out of 50 people, all people can recognize coca cola logo if they see it
somewhere this means coca cola has a unique brand image in beverage
industry.

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Q7. How often do you buy coca cola product?

no. of people
never
once/few times in a
year
few times in amonth

few times in aweekl

everyday
0 5 10 15 20 25 30 35 40 45 50

no. of people

As it can be seen in the figure, it was concluded that majority of the

respondents brought the product quite frequently. This shows the brand
loyalty of the customers towards coca cola.

Q8. Where do you buy coca cola product the most?

no. of people

super markets

general stores

restaurants

0 5 10 15 20 25 30 35 40 45

no. of people

As seen in the above chart, customers usually prefer to buy coca cola in
restaurants like KFC, Mc Donald, subway etc. The second largest option was
general stores stocking coca cola.

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Q9. Would you like to recommend coca cola product to others?

Column1
50
45
40
35
30
25
20
15
10
5
0
yes probably no

Column1

Out of 50 people, majority of people would like to recommend coca cola to

others and very less no. of people would probably or would not recommend
coca cola products. this shows that people like consuming this product.

Q10. As a whole of coca cola product including price, taste, packaging,

availability, brand image, etc. how would you rate this product?

no. of people
40
35
30
25
20
15
10
5
0
1 below 5 above 5 10

no. of people

Out of 50 people, majority of people have rated above 5, shows that coca cola
is improving at a good rate and have great future prospects.

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FINDINGS AND INFERENCES OF THE STUDY

Branding and Emotional Connection: Coca-Cola has built a strong brand

image globally, focusing on creating emotional connections with consumers.
Their marketing campaigns often aim to evoke positive emotions and
associate their brand with happiness, togetherness, and joy.
Global Consistency and Local Adaptation: Coca-Cola has maintained a
consistent brand image and marketing approach worldwide. However, they
also adapt their strategies to local cultures and preferences. This allows them
to resonate with diverse audiences while maintaining a recognizable brand.
Sponsorships and Partnerships: Coca-Cola has a history of engaging in
high-profile sponsorships and partnerships. They have collaborated with
major sports events like the FIFA World Cup and the Olympic Games, as well
as partnering with celebrities and influencers to promote their brand.
Diversified Product Portfolio: Coca-Cola offers a wide range of beverages
to cater to different consumer preferences and market segments. They have
expanded their product portfolio by acquiring or launching new brands,
including juices, teas, sports drinks, and bottled water, to appeal to health-
conscious consumers.
Digital and Social Media Presence: Coca-Cola has embraced digital
marketing and leveraged social media platforms to connect with consumers.
They have active social media accounts and engage in interactive campaigns
and contests, encouraging user-generated content and participation.
Targeted Marketing Campaigns: Coca-Cola tailors its marketing campaigns
to specific segments, demographics, and occasions. They often create
seasonal campaigns, such as holiday-themed advertisements, to resonate
with consumers during special times of the year.
Environmental and Social Responsibility: In recent years, Coca-Cola has
placed increased emphasis on sustainability and social responsibility. They
have launched campaigns highlighting their environmental efforts, such as
recycling and water conservation, aiming to appeal to socially conscious
consumers.

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LIMITATIONS OF THE STUDY

Sample Size and Representativeness: The size and representativeness of

the sample used in the study can impact the generalizability of the findings. If
the sample is too small or not diverse enough, the results may not accurately
reflect the broader population or consumer behavior.

Time and Resource Constraints: Primary data collection can be time-

consuming and costly. Limited time and resources might restrict the ability to
collect data from a large and diverse sample or conduct in-depth analysis,
leading to potential biases or incomplete insights.

Response Bias: Respondents may not always provide accurate or truthful

responses, either due to social desirability bias or recall bias. They may
provide answers they think are expected or misremember information, leading
to skewed or inaccurate data.

Limited Scope: Depending on the focus and objectives of the project, the
research may only capture specific aspects of Coca-Cola's marketing
strategies. It may not provide a comprehensive understanding of all the
factors influencing their strategies or the broader marketing landscape.

Validity and Reliability: The validity and reliability of the data collected
through primary research methods need to be considered. The research
instruments, such as surveys or interviews, should be carefully designed to
ensure they measure what they intend to measure and produce consistent
results.

Ethical Considerations: Researchers must adhere to ethical guidelines

when collecting primary data, ensuring participant privacy, informed consent,
and protection from harm. Ethical constraints may limit the types of data that
can be collected or the methods that can be employed.

Changing Marketing Strategies: Coca-Cola's marketing strategies are not

static and can evolve over time. Primary data collected at a specific point may
not capture the most recent strategies or changes implemented by the
company, limiting the relevance and applicability of the findings.

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CHAPTER V

RECOMMENDATIONS AND CONCLUSION

RECOMMENDATIONS
After completing our project, I have concluded some recommendations for the
Coca Cola company, which are following.
• Coca Cola Company should try to emphasis more on providing their
infrastructure in the market to facilitate their customers.
• According to the survey, conducted by the international firm Pakistani people
like little bit sweeter Cola drink. So for this Coca Cola company should
produce their product according to the local demand.
• Marketing team should try to increase the availability of Coke in rural areas.
• They should also focus the old people needs and preferences.

CONCLUSION
It was observed that Coca-Cola has been perceived quite positively as it has
been projected. People are aware of the Brand & Awareness of Coca-Cola is
quite high In the market. When a product is launched, avid Coke drinkers
choose this soda over any other competitor simply because it's a Coca-Cola
product and they trust it.
Although Coke has been into controversies, people still prefer to stay loyal to
the Brand with Coca-Cola being termed as a more popular brand than Pepsi.
Coca-Cola products would appear, on the shelf, to have the most expensive
range of soft drinks common to supermarkets, at almost double the cost of no
name brands.
This can be for several reasons apart from just to cover the extra costs of
promotions, for which no name brands do without. When people buy Coca-
Cola, they are not just buying the beverage but also the image that goes with
it, therefore to have the price higher reiterates the fact that the product is of a
better quality than the rest and that the consumer is not cheap.
In supermarkets and convenience stores Coca-Cola has their own fridge
which contains only their products. There is little personal selling, but that is

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made up for in public relations and corporate image. Coca-Cola sponsors a lot
of events including sports and recreational activities.

BIBLIOGRAPHY

BOOKS

Alhorr, H. S., & Benammar, A. (2016). Marketing strategies and consumers’

preferences: A case study of Coca-Cola company. International Journal of
Applied Business and Economic Research, 14(10), 7131-7150.
Arora, R., & Mahajan, A. (2017). Coca-Cola's marketing strategy in India. The
IUP Journal of Brand Management, 14(4), 31-42.
Boyd, D., & Bengtsson, M. (2018). The global marketing strategy of Coca-
Cola. Strategic Direction, 34(2), 20-22.
Ferrell, O. C., & Hartline, M. D. (2019). Marketing strategy. Nelson Education.
Jain, P. (2017). Coca-Cola's marketing strategy: An analysis of price, product,
and communication. International Journal of Research in Management &
Business Studies, 4(2), 22-28.
Kallis, G., & Coccossis, H. (Eds.).(2020). Corporate social responsibility in the
digital age: The case of Coca-Cola. Springer.

WEBSITES

https://us.coca-cola.com/
https://en.wikipedia.org/wiki/Coca-Cola
https://coca-colafemsa.com/en/about/we-are-coca-cola-femsa/mission
vision-values/
https://iide.co/case-studies/marketing-mix-of-coca-cola/

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