LEADERSHIP DEVELOPMENT COURSE

EASWARI ENGINEERING COLLEGE

(Autonomous)
DEPARTMENT OF MANAGEMENT STUDIES

Subject Code:193MBC207T

REGISTER NUMBER 20631054

NAME KUMARAGURUBARAN.S

YEAR and SEC 1st YEAR / ‘A’ SEC

II Semester

AUGUST 2021

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 Date of the Work

A study on SWOT analysis and marketing mix of

Title of the Work
coca cola soft Drink.

Specialization / Area of study MARKETING MANAGEMENT

Submitted to Ms. SUNITHA

Marks Awarded

Faculty Signature

HOD Signature

Department seal

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 Table of Contents

List of Contents Page Number

Abstract

Introduction of the study

Objective & Need of the study 5&6

4 Literature Review

5 5.1Research Methodology

5.2 Research Design

5.3 Descriptive research

5.4 sources of data

5.5 Data Collection method

5.6 Sample population

5.7 Sample Size

5.8 Statistical tools

5.8.1 Descriptive statistics 8

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 5.8.2 Independent sample test 8

5.8.3 One-Way ANOVA test 9

5.8.4 Percentage Analysis 9

6 Data Analysis 9

6.1 Percentage Analysis 10

6.2 Independent sample test 12

6.3 One-Way ANOVA test 13

7 SWOT Analysis 13

8 Findings of the study 16

9 Conclusions 16

10 Annexures 16

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 CHAPTER 1

ABSTRACT

Social media is the collective of online communications channels leading to a deep transformation of the organi
community-based input, interactions, content sharing collaborations and changing the company’s marketing dyn
study aims to recognize the consumer behaviour of Coca-Cola and validate consistency of respondents. Sets of q
are developed for understanding the consumer behaviour and activities in Facebook. The consistency of respond
analysis were viewed through K-means clustering technique using through SPSS version 16.0 software. Groups
dissimilar of user’s attitude regarding the product is categorized by the small distances among the cluster memb
of the data space and the intervals of particular statistical distributions. The respondents were categorized into fo
using two variables: usage rate and preference. Cluster 1 were labelled consumers with high usage rate and high
Coca-Cola, whereas Cluster 2 were labelled consumers with high usage rate and low preference of Coca-Cola. C
labelled consumers with low usage rate and high preference of Coca-Cola and Cluster 4 was labelled with low u
low preference of Coca-Cola. Majority of respondents are categorized under Cluster 3 while minority of respond
categorized under Cluster 2 by using K-mean cluster. Finding of this research may facilitate the Nepalese busine
for formulating policies of sales promotion on soft drinks.

CHAPTER 2

INTRODUCTION OF THE STUDY

Social media is a phenomenon that has drawn a lot of attention both to companies and individuals interacting on
landscape. Social media has influenced consumer behaviour from information acquisition to post-purchase behav
dissatisfaction statements or behaviours about a product or a company. Social media websites provide an opportu
businesses to engage and interact with potential consumers, encourage an increased sense of intimacy with consu
all important relationships with potential consumers. The much higher level of efficiency of social media compar
traditional communication channels prompted industry leaders to state that companies must participate in Facebo
Myspace and others, in order to succeed in online environments. Amongst the registered online social network, F
biggest social network platform in the world with more than 2.49 billion active users, followed by YouTube (abo
active users) and WhatsApp (about 1.92 billion active users). The Facebook platform enables the exchange of in
quickly, flexibility and easily.

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CHAPTER 3

OBJECTIVES OF THE STUDY

 To study the preferences of the people for Coca cola soft drinks.
 To find out the factors that influences the consumer’s consumption of Coca
cola soft drinks.
 To determine the consumers’ perception on the taste, price, advertisements
and celebrity endorsements related to coca cola soft drinks products and
brands.
 To find whether the consumers are aware regarding the adverse effect of
coca cola soft drinks concerning their responses.

NEED OF THE STUDY

The study findings are focused on respondents ‘answers about the coca cola soft drinks. Based on the analysis w
find the consumers who are interested in buying the coca cola soft drinks and how many don’t like coca cola sof
are the things we are going to verify using the IBM SPSS software.

CHAPTER 4

LITERATURE REVIEW

Many studies show that firm’s adoption of marketing strategies based on social media have a positive impact rela
interaction with consumers; the strategies allow the firms, based on consumer feedback, to acquire marketing inf
learn about current performance and predict future performance. Four channels through which social media affec
performance are the relationship between firms and society (social capital), knowledge of consumer preferences
preferences), transformation of social-marketing resources into financial performance capabilities (social marketi
conversion of social corporate resources into operational performance capabilities (corporate social networking).

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social platforms, such as Facebook and Twitter in order to increase brand awareness and enlist people’s participa
online comments, posts, and other types of engagement. The five commonly used approaches to analyze multiple
data are classic test theory, factor analysis, cluster analysis, item responses theory and model analysis. Amongst t
the cluster analysis is a good method to point out how consumer’s response patterns differ so as to classify consu
behaviour. There is a positive correlation between the number of people talking about a company on Facebook an
revenue and number of personnel, indicating that people are talking more about those companies that are larger a
profitable. Similar results were obtained and social media activity on Facebook by South Korean companies was
significantly associated with an increase in firm performance measured by financial returns. A small amount of n
information from a few postings can have substantial impacts on consumer attitudes. It was stated that individual
underlying need for an emotional bond with high-involvement products that they buy. Brand development and re
development are complementary and substituting strategies towards this bonding. The relationship between the b
consumer is very important for the company and strengthening it leads to loyalty.

CHAPTER 5

5.1 RESEARCH METHODOLOGY

The study has done through the help of primary and secondary data. The primary data is collected through help o
interview method by questionnaire. The secondary data have been collected from journals, books; magazines, int

5.2 RESEARCH DESIGN

Descriptive Research is used in this study as the main aim is to describe characteristics of the phenomenon or a s

5.3 DESCRIPTIVE RESEARCH

Descriptive research design is a scientific method which involves observing and describing the behaviour of a su
influencing it in any way. The term descriptive research refers to the type of research question, design and data a
be applied to a given topic. For research, data was collected from students of public and private institutes of the C
Tamilnadu. A total of 30 respondents were selected by the convenience sampling procedure.

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5.4 SOURCES OF DATA
Researchers use the data to collect the information for their research. The type of data depends
upon the nature of research. The two types of data are;

 Primary Data
 Secondary Data

PRIMARY DATA

Primary data are those which are collected for the first time by the researcher. It is the fresh data.
In this project, the primary data was collected through surveys in the form of questionnaires from
the Students.

SECONDARY DATA
Secondary data was collected from various journals, magazines, books and internet and
newspaper articles.

5.5 DATA COLLECTION METHOD

The data collection method used in this project is Questionnaire form. A questionnaire requires
respondents to fill out the form themselves. It is a research instrument consisting of a series of
questions and other prompts for the purpose of gathering information from respondents. It can
have both open-ended and closed-ended questions. An open-ended question asks the respondent
to formulate his own answer, whereas a close-ended question asks the respondent pick an answer
from a given number of options.

5.6 SAMPLE POPULATION

The sample population is 30.

5.7 SAMPLE SIZE

The sample size is taken as 30.
5.8 STATISTICAL TOOLS

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The various statistical tools used here are Percentage Analysis, One-Way ANOVA
and Independent sample test.

5.8.1 DESCRIPTIVESTATISTICS

Descriptive statistics provide insights and numerical summaries of data that help

anyone handle and understand data more efficiently.

5.8.2 INDEPENDENT SAMPLE TEST

The independent samples t test compares the means of two independent groups in
order to determine whether there is statistical evidence that the associated
populations means are significantly different. The independent samples t test is a

parametric test.

5.8.3 ONE-WAY ANOVA TEST

The one-way analysis of variance (ANOVA) is used to determine whether there are
any statistically significant differences between the means of three or more

independent (unrelated) groups.

5.8.4 PERCENTAGE ANALYSIS

Percentage is used to describe relative terms the distribution of two or more series of data.

No. of Respondents

Percentage of Respondents = ------------------------ X 100

Total Respondents

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 .

CHAPTER6

DATA ANALYSIS

6.1 PERCENTAGE ANALYSIS

6.1.1 Do you like coca cola soft drink?

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 Piechart 6.1.1

6.1.2 Do you think taking too much of coca cola soft drink would cause health problems?

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 piechart 6.1.2

6.1.3 Are you satisfied with the taste of coca cola soft drink?

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 piechart 6.1.3

6.2 INDEPENDENT SAMPLE TEST

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6.3 ONE WAY ANOVA TEST

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INFERENCE

From the above table we get the significance they are .281 and .223.

CHAPTER 7

SWOT ANALYSIS

Strengths in the SWOT of Coca Cola

1.Brand Equity – Interbrand in 2011 awarded Coca cola with the highest brand equity award. Coca cola wi
presence and unique brand identity is definitely one of the costliest brands with the highest brand equity.

2.Company valuation – One of the most valuable companies in the world, Coca cola is valued around 79.2 bi
valuation includes the brand value, the numerous factories and assets spread out across the world and the comple
and profit of Coca cola.

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3.Vast global presence – Coca cola is present in 200 countries across the world. Chances are, any country that y
find coca cola present in that market. This vast global presence of coca cola has also contributed to the
mammoth brand name.

4.Largest market share – There are only 2 Big competitors in the beverage segment – Pepsi and Coca cola. Ou
cola is the clear winner and hence has the largest market share. Amongst all beverages, Coke, Thumbs up, Sprite
Limca and Maaza are the growth drivers for Coca Cola.

5.Fantastic marketing strategies – Coca cola unlike Pepsi always tries to win people’s heart. Where Pepsi’s targ
changing, and is targeted towards youngsters, Coca cola targets people of all ages. The targeting is also done by c
well liked – for example – Amitabh Bacchan, Sachin Tendulkar, Aishwarya Rai, Aamir Khan etc

6.Customer Loyalty – With such strong products, it is natural that Coca cola has a lot of customer loya
mentioned above like Coca cola and Fanta have a huge fan following. People will prefer these soft drinks over o
the good taste of Coca cola, finding substitutes becomes difficult for the customer.

7.Distribution network – Coca cola has the largest distribution network because of the demand in the market fo
the other hand, due to this successful distribution network, Coca cola has been able to command such a high mark

Weaknesses in the SWOT of coca cola

1. Competition with Pepsi – Pepsi is a thorn in the flesh for Coca cola. Coca cola would have been
leader had it not been for Pepsi. The competition in these two brands is immense and we don’t think Pep
easily.
2. Product Diversification is low – Where Pepsi has made a smart move and diversified into the snac
products like Lays and Kurkure, Coca cola is missing from that segment. The segment is also a good revenu
and had Coca cola been present in this segment, these products would have been an additional reven
company.
3. Absence in health beverages – If you watch the news, you would know that obesity is a major problem
nowadays. The business environment is changing and people are taking measures to ensure that the
Carbonated beverages are one of the major reasons for fat intake and Coca cola is the largest manufactu
beverages. The inference is that the consumption of beverages in developed countries might go down as pe
healthy alternative.
4. Water management – Coca cola has faced flak in the past due to its water management issues. Several gr
lawsuits in the name of Coca cola because of their vast consumption of water even in water scarce regions.
people have also blamed Coca cola for mixing pesticides in the water to clear contaminants. Thus, water
management needs to be better for Coca cola.

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Opportunities in the SWOT of coca cola

1. Diversification – Diversification in the health and food business will improve the offerings of Coca cola t
This will also ensure that they get better revenue from existing customers by cross selling their products.
which is distributing their beverages can also distribute these snacks thereby sharing the load of Supply cha
2. Developing nations – Although developed nations have a high presence of Coca cola, these countries a
towards healthy beverages. However, developing countries are still being introduced to the delight of carb
soft drinks. Countries like India which are developing and have a hot summer, find the consumption of c
doubled during summers. Thus, the higher consumption in developing environment can be a good opport
for Coca cola.
3. Packaged drinking water – With hygiene becoming a major factor in the consumption of water, Packag
has found its way into people’s mind. Coca cola has a presence in the packed drinking water segmen
Although Kinley’s expansion is slow as of now, Kinley has a huge potential of expansion. Thus Coca c
should focus on the expansion of Kinley as a brand and take it up to Bisleri‘s level of trust.
4. Supply chain improvement – Supply chain can be a major cost sink hole with the transportation costs al
cola’s complete business is based on transportation and distribution. There will always be possible improve
Thus Coca cola should keep strict watch on its Supply chain and keep improving to bring the cost down.
5. Market the lesser selling products – In the product portfolio of Coca cola, there are several products whi
acceptance in the market. Coca Cola needs to concentrate on the marketing of these products as well. It
Coca cola has made several expenses to launch these products. Thus, the marketing and subsequent ris
products will help revenue of Coca cola.

Threats in the SWOT of coca cola

1. Raw material sourcing – Water is the only threat to Coca cola. The weakness of Coca cola was the
pesticides or vast consumption of water. However, the threat here is that water scarcity is on the rise.
changing, and regions of various countries facing scarcity of water, sooner or later someone might raise fin
companies. Thus, Water sourcing is an axe which can fall anytime on the head of Coca cola. If water is li
Coca cola can experience a major downfall in their revenue and capacity of distribution. The same can a
Pepsi as well.
2. Indirect competitors – Coffee chains like Starbucks, Café coffee day, Costa coffee are on the rise. Th
healthy competition to Coca colas carbonated drinks. They might not be a big competition for Coke, but th
to its beverage market. Similarly, health drinks like Real and Tropicana as well as energy drink
and Gatorade are stealing away the market share indirectly.

MARKETING MIX OF COCA COLA

1.PRODUCT:

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Coca Cola owns and distributes over 500 different brands and has one of the most diverse product lines with over
drinks. It has adopted a customer-centric strategy by continually expanding its beverage portfolio to meet consum
adapt to lifestyle changes.

2.PRICE

One of the pricing strategies used by Coca Cola is value pricing: prices are neither above the average customer’s r
low to be associated with a low-quality product. It has adopted a competitive pricing approach to stay in line with
price-sensitive customers from switching.

3.PLACE

Coca-Cola is present in more than 200 countries worldwide. Its wide distribution network proves the importance o
strategy” for the company’s marketing mix, in order to expand and gain a larger market share and increase its reve

4.PROMOTION

Coca-Cola follows an aggressive marketing strategy through multiple channels such as TV, radio, print or sponsor
sponsoring major events, the company increases brand awareness, visibility and customer loyalty.

5.PEOPLE

Coca-Cola has put in place numerous initiatives in order to ensure employee wellbeing at the workplace, reward th
them motivated while increasing productivity.

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The brand aims to create a working environment where people are fully engaged by implementing teams such as ‘
‘live positively’.

6.PROCESS

Coca-Cola has adopted an integrated competitive supply chain approach to optimise its operational infrastructure
sustainability.

It has a number of processes including ingredient conveyance, equipment washing, mixing and blending, filling, l
packaging, and warehousing. It is considered a hidden process as it is not visible to customers

7.PHYSICAL EVIDENCE

Brand recognition is easily achieved in any country across the globe, as Coca-Cola’s packaging and logo are very
identifiable on retail shelves thanks to their distinctive shape and colours.

The products are also displayed on specific shelves provided to the retailer, which stay in line with the company’s
help customers find the product they wish to purchase easily and quickly.

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 CHAPTER 8

FINDINGS OF THE STUDY

In this study paper, we see various reasons for the consumers to buy Aavin milk and dairy products and what ma
in Tamilnadu to buy Aavin products when comparing to the other milk company products. We prepared some qu
taken a survey on that particular topic through google forms. The result shows that these reasons are valid in each
of view both male and female and the test proved that the quality and rate of the Aavin products are satisfied and
Aavin is the best.

CHAPTER 9

CONCLUSION

This study has both theoretical and managerial implications. From theoretical point of view, this paper helps to b
related to measure companies’ social media’s efforts. From a managerial perspective, this study is useful to comp
Cola’s with key competitors. In this sense, it is crucial to focus on the quality of the content of messages and pos
writing and the timeliness of information exchange – all factors that can expand consumer awareness and brand l
chance to build deals.

CHAPTER 10
ANNEXURES
1. Do you like coca cola soft drink?
1) YES

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 2) NO
3) MAYBE
2. Do you think taking too much of coca cola soft drink would cause health
problems?
1) YES
2) NO
3) MAYBE
3. Are you satisfied with the taste of coca cola soft drink?
1) YES
2) NO
3) MAYBE
4. On what occasions do you often consume coca cola?
1) feeling thirsty
2) without any reasons
3) parties or celebrations
5. Frequency of consumption of coca cola?
1) once in a week
2) 2 or 3 times in a week
3) once in a month
4) daily

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