PROJECT REPORT ON

“Coca Cola”

Submitted by

Jignesh Sunil Sanghvi

1ST SEM MBA (VTU)

Submitted to

Prof. Reshma
Lecturer MBA (VTU)

Dayananda Sagar College of Engineering

Department of Management Studies
Bangalore
 ACKNOWLEDGEMENT
The satisfaction of having completed my project would be incomplete without mentioning the
people who made it possible and whose constant guidance has helped me secure immense
amount of learning.

I would like to take this opportunity to thank and express my sincere gratitude towards
Prof. Reshma, my business communication faculty for providing invaluable insights and patient
guidance. I thank and express my deep sense of gratitude for her resourcefulness and for having
provided me this wonderful opportunity.

This experience has provided me with in-depth understanding of lot of concepts and
given practical insights.

Jignesh Sanghvi

ABSTRACT

Market provides a key to gain actual success only to those brands which match best to
the current environment i.e." imperative" and can deliver what the people need and are ready to
buy. It is perfectly true but this also depends on availability of good quality products along with
excellent taste and services which further attract and add a golden opportunity for huge sales.

This also depends on a good planning approach and provide ample opportunity along
with sufficient amount of products for sales in the coming years. This report introduces the
various products of Coca Cola.

The study is based on the product line and product strategy of Coca Cola and provides an
insight into some of the relevant marketing aspects with an understanding of the market
potential.
 CONTENTS
AKNOWLEDGEMENT

ABSTRACT

CHAPTER 1: INTRODUCTION………………………………………… 1-3

 Company profile

 Objective of the study

 Scope of the study

 Significance of the study

 Limitations of the study

CHAPTER 2: METHODOLOGY AND FINDINGS................................. 3-7

 Method of Data Collection

 Information

 Findings

CHAPTER 3: RESULTS AND CONCLUSIONS…………………...……. 8

 Results & Suggestions

 Conclusion

BIBLIOGRAPHY…………………………...8
CHAPTER 1: INTRODUCTION

COMPANY PROFILE

Headquarters: One Coca-Cola Plaza Atlanta,

GA 30313
Employees: 71,000
CEO: Neville Isdell
Stock Symbol: KO

Website: http://www.coca-cola.com/

Coca-Cola is the world's leading beverage company. The company is the world's leading
manufacturer, marketer, and distributor of nonalcoholic beverage concentrates and syrups, used
to produce nearly 400 beverage brands.

The company makes and distributes sodas, waters, fruit juice, teas and coffees and energy
drinks. Through the world's largest beverage distribution system, consumers in more than 200
countries drink the company's beverages at a rate exceeding 1.5 billion servings each day.

Major brands include Coke, Diet Coke, Sprite, Bacardi, A&W, Minute Maid, Dasani, Nestea,
Powerade and Hi C.

In 2007, revenues were $28.8 billion, a 20% increase from the previous year, and net income was
$5.9 billion. Unit volume increased 6%.

Coca-Cola announced in September it is investing more than $60 million to build the world's
largest plastic-bottle-to-bottle recycling plant and support recycling in the U.S. These
investments are part of a comprehensive goal to recycle or reuse 100 percent of the Company's
plastic bottles in the U.S

1.
Objective of the study

 To study the product line of Coca-Cola

Scope of the study

 A study on various products of Coca-Cola

Significance of the study

Significance of the study is as follows:

 This study is helpful to know about the different products of Coca-Cola

 This study provides an insight into the product line strategy of Coca-Cola

Limitations of the study

Limitations of the study are as follows:

 The research is based on secondary sources only

 It is limited to only those products that Coke markets in India

CHAPTER 2: METHODOLOGY AND FINDINGS

 Method of Data Collection

Data has been collected using secondary resources only. The main two sources of data
collection are:

- Previous research works done on Coca-Cola

- Text books on marketing
- Websites including Coca-Cola company website and others

It is a descriptive research. All of the data collected on various products of Coca-Cola

have been compiled and put together. Then based on the information collected, an
attempt has been made to understand the product mix and product line strategy of Coca-
Cola.
3.
  Information

Market share in India in 2005

Company Percentage Brands

Coca Cola 44.1% Coke, Sprite, Barq, Fanta, Mello Yello, etc.

1. Coca-Cola has a truly remarkable heritage. From a humble beginning in

1886, it is now the flagship brand of the largest manufacturer, marketer and distributor of non-
alcoholic beverages in the world. In India, Coca-Cola was the leading soft-drink till 1977 when
govt. policies necessitated its departure. Coca-Cola made its return to the country in 1993 and
made significant investments to ensure that the beverage is available to more and more people,
even in the remote and inaccessible parts of the nation. Coca-Cola returned to India in 1993
and over the past ten years has captured the imagination of the nation, building strong
associations with cricket, the thriving cinema industry, music etc.

Glass PET Can Fountain

200 ml, 300 ml, 500 ml, 1.5 L, 2 L, 330 ml Various Sizes
500 ml, 1000 ml 2.25 L, 500 ml +
100 ml

2.
Strong Cola Taste, Exciting Personality
Thums Up is a leading carbonated soft drink and most trusted brand in India. Originally introduced in
1977, Thums Up was acquired by The Coca-Cola Company in 1993. Thums Up is known for its
strong, fizzy taste and its confident, mature and uniquely masculine attitude. This brand clearly seeks
to separate the men from the boys.

4.
Glass PET Can Fountain
200 ml, 300 ml, 500 ml, 1.5 L, 2 L, 330 ml Various Sizes
500 ml, 1000 ml 2.25 L, 500 ml +
100 ml

3. Lime n' lemony Limca, the drink that can cast a tangy refreshing spell on anyone,
anywhere. Born in 1971, Limca has been the original thirst choice, of millions of consumers
for over 3 decades. The brand has been displaying healthy volume growths year on year and
Limca continues to be the leading flavour soft drink in the country. The success formula. The
sharp fizz and lemoni bite combined with the single minded positioning of the brand as the
ultimate refresher has continuously strengthened the brand franchise. Limca energizes
refreshes and transforms. Dive into the zingy refreshment of Limca and walk away a new
person. 28

Glass PET Can Fountain

200 ml, 300 ml, 500 ml, 1.5 L, 2 L,
330 ml Various Sizes
500 ml, 1000 ml 2.25 L, 500 ml + 00
100 ml

4. Worldwide Sprite is ranked as the No. 4 soft drink & is sold in more than 190
countries. In India, Sprite was launched in year 1999 & today it has grown to be one of the
fastest growing soft drinks, leading the Clear lime category. Today Sprite is perceived as a
youth icon. With a strong appeal to the youth, Sprite has stood for a straight forward and
honest attitude. It’s clear crisp refers hung taste encourages the today's youth to trust their
instincts, influence them to be true to who they are and to obey their thirst.

Glass PET Can Fountain

200 ml, 300 500 ml, 1.5 L, 330 ml Various Sizes
ml, 2 L, 2.25 L,
500 ml + 100
ml
5.
5. Fanta Internationally, Fanta - The 'orange' drink of The Coca-Cola Company, is
seen as one of the favorite drinks since 1940's. Fanta entered the Indian market in the year 1993.
Over the years Fanta has occupied a strong market place and is identified as "The Fun Catalyst".
Perceived as a fun youth brand, Fanta stands for its vibrant color, tempting taste and tingling
bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in
the moment. This positive imagery is associated with happy, cheerful and special times with
friends.

Glass PET Can Fountain

200 ml, 300 500 ml, 1.5 L, 330 ml Various Sizes
ml, 2 L, 2.25 L,
500 ml + 100
ml

6. Maaza was launched in 1976. Here was a drink that offered the same real taste of
fruit juices and was available throughout the year. In 1993, Maaza was acquired by Coca-Cola
India. Maaza currently dominates the fruit drink category. Over the years, brand Maaza has
become synonymous with Mango. This has been the result of such successful campaigns like
"Taaza Mango,Maaza Mango" and "Botal mein Aam, Maaza hain Naam".
Glass Tetrapak PET Fountain
200 ml, 250 ml 125 ml, 200 ml 1000 ml Various Sizes

7.
The importance of water can never be understated. Particularly in a nation such as India where
water governs the lives of the millions, be it as part of everyday rituals or as the monsoon which
6.
gives life to the sub-continent. Kinley water understands the importance and value of this life
giving force. Kinley water thus promises water that is as pure as it is meant to be. Water you can
trust to be truly safe and pure. Kinley water comes with the assurance of safety from the Coca-
Cola Company. That is why we introduced Kinley with reverse-osmosis along with the latest
technology to ensure the purity of our product. That's why we go through rigorous testing
procedures at each and every location where Kinley is produced.

8. Minute Maid - A 62 year success story

The history of the Minute Maid brand goes as far back as 1945 when the Florida Foods
Corporation developed orange juice powder. The company developed a process that eliminated
80 percent of the water in orange juice, forming a frozen concentrates that when reconstituted
created orange juice. They branded it Minute Maid, a name connoting the convenience and the
ease of preparation (In a minute).
Available in two PET pack sizes
400 ml and 1 liters and 1.25 liters.

 Findings

The following are the findings of the research:

i) Coca-Cola is a very popular brand

ii) It has a high market share of about 45%
iii) It stands up to his mission of “To refresh the world... In mind, body and spirit. To
inspire moments of optimism… through our brands and our actions. To create value
and make a difference… everywhere we engage.”
iv) It stands up to his vision of “More than a billion times a day, consumer chooses our
brand of refreshment because coca cola is... “The Symbol of Quality Customers and
Consumers Satisfaction A Responsible Citizen of the World”
v) It has an extensive product line in order to help it establish and achieve its objectives.
7.
CHAPTER 3: RESULTS AND CONCLUSIONS…………………...….

 Results & Suggestions

 The result of this research is an understanding of the need and outcomes of Coca-Cola
having to maintain an extensive product line and bringing in innovation time and again.
The suggestions include the following:
- They should maintain the current product line
- They should focus on products that are more profitable in comparison to others and focus
on their advertising
- They should add in more innovative products and extend their product line further

 Conclusion

To conclude it is essential to note that the findings support the fact that an extensive
product line helps a company like Coca-Cola to increase popularity and profits. In fact some of
its sub products have been as popular and as profitable as the main brand itself.

BIBLIOGRAPHY

Books

Kotler Philip, “Marketing Management”, Pearson Education

Websites

Coca-Cola company website

Others

8.