Marketing Opportunities Analysis, Coca Cola India

Table Of Contents

Introduction................................................................................. 2

1. Company overview ........................................................................ 2

1.1. Situation Analysis........................................................................ 4

1.2. Competitive Analysis.................................................................... 6

1.3. Customer Analysis.........................................................................8

2. Marketing Mix...............................................................................10

2.1. Product.................................................................................... 10

2.2. Price....................................................................................... 11

2.3. Place....................................................................................... 12

2.4. Promotion................................................................................. 13

3. SWOT Analysis........................................................................... 15

3.1. Strengths................................................................................. 15

3.2. Weaknesses.............................................................................. 16

3.3. Threats.................................................................................... 16

3.4. Opportunities..............................................................................16

Conclusion.................................................................................... 16

References.......................................................................................17

Introduction :

Our aim in this marketing plan is to make an environmental and marketing analysis to evaluate the position of Coca-Cola India Company; report our findings and give suggestions to improve the current situation .

1. Company overview:

Coke (founded in 1886) was the world's leading manufacturer, marketer, and distributor of non-alcoholic beverage concentrates and syrups, used to produce more than 300 beverage brands. Headquartered at Atlanta, US, it has local operations in over 200 countries. It generated net income of $3 bn over sales of $19.5 bn. Coke had 56,000 employees worldwide. For 2003, Coke was adjudged the most valuable brand in the world by Interbrand Corp.

An 1890s advertisement showing model Hilda Clark i...

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Coca-Cola

It was valued at $70.45 bn. Coke's turnaround in India had come after a period of heavy investments. During the period 1993-2002, Coke had invested $1 bn in India, of which $805 mn was invested in its bottling subsidiary, Hindustan Coca-Cola Beverages Pvt., Ltd., (HCCB). In 2003, it had 17 manufacturing units (company and franchisee owned bottling operations), 60 distribution centers catering to 5,000 distributors and one mn retail outlets, serviced via trucks and three-wheelers. Coke India directly employed 10,000 employees. It was the biggest procurer of chilling equipment, glass, sugar and mango pulp in India.

Coke had been the market leader in the Indian Carbonated Soft Drinks (CSD) market till 1977. But it decided to opt out of the Indian market in 1977 when the Socialist Janata Party government asked the company to cut its equity...