Coke 1

Marketing Strategy in FMCG Sector Company Focused:- COCA-COLA Concept covered:- 4 P’s OF MARKETING Submitted to: Prof.Dr G Radha Krishna

Submitted By: Section L Anmol Kumar:09BSHYD0133 Himala Palni: 09BSHYD0318 Kaushal Sharma : 09BSHYD0362 Rahul Dutta Roy: 09BSHYD0625

FMCG GOODS Fast Moving Consumer Goods (FMCG), are products that are sold quickly at relatively low price. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap,cosmetics, teeth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, light bulbs, batteries, paper products and plastic goods. FMCG may also include pharmaceuticals, consumer electronics, packaged food products and drinks, although these are often categorized separately. Fast Moving Consumer Goods (FMCG), are products that are sold quickly at relatively low price. Though the absolute profit made on FMCG products is relatively small, they generally sell in large quantities, so the cumulative profit on such products can be large. Examples of FMCG generally include a wide range of frequently purchased consumer products such as toiletries, soap, cosmetics, teeth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, light bulbs, batteries, paper products and plastic goods.FMCG may also include pharmaceuticals, consumer electronics, packaged food products and drinks, although these are often categorized separately.

INTRODUCTION

The Coca-Cola Company was first established in 1886 by Dr John Styth Pemberton. Today, the company is the world's leading manufacturer in the beverage industry, operating globally in more than 200 countries with its head office located in Atlanta, USA. It produces more than 300 beverage brands and over 1.06 billion drinks are consumed per day. In India, Coca-Cola was the leading soft-drink till 1977 when govt. policies necessitated its departure. 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. Coca-Cola has been very strongly associated with cricket, sponsoring the World Cup in 1996 and various other tournaments, including the Coca-Cola Cup in Sharjah in the late nineties.

MARKETING MIX Product The Coca-Cola Company has n no of brands like thums up, sprite. But if we talk about coca cola as a product it has sub products like Diet Coke, Caffeine Free Coke, Cherry Coke Coca-Cola Zero, Vanilla Coke and special editions with lemon and with lime, and even with coffee. They introduced other cola drinks under the Coke brand name. The most common of these is, which has become a major diet cola is diet coke. But we find only diet coke and vanilla coke in India. Coca Cola Company deals mainly in soft drink industry and these are some of its major brand. It also deals in soda and mineral water through the brand name kinley. The certificate that coke got after the pesticide matter is below .

Price

Most of the bottling companies are under the control of coke which gives that much of flexibility for its modulations in the pricing strategy which cannot be exercised by the rival cola giant PepsiCo because it does not own its own bottling companies hence it does not enjoy that much of flexibility in modulating the pricing strategy of PepsiCo. Coca cola is available at prices depending on their sizes. For e.g. 200ml is available at Rs.8. 500ml is available at Rs.20. 1.5 ltr is available at Rs.43. 2 ltr is available at Rs. 48. The coke is sold in retail stores , petrol stations etc. The pricing methods are set by the company. Usually the prices are fixed. Meet-the-competition pricing The CocaCola products pricing are set around the same level as its competitors.

Promotion The Coca-Cola Company uses advertising as its main source of increasing consumer awareness. It mainly uses television for advertisement. There are many television advertisements on

Coca-Cola products. This source allows the company's products to reach a large audience. The latest television advertisement for Coca-Cola soft drinks was Aamir khans ` hum same same' advertisement. One of the older one are `thanda matlab coca cola' & ‘Manu bhabhi’. The company also uses the radio as another source of advertisement. This is a cheaper source of approach compared to the television. But in television the insertion time per capita is very low compared to radio. The business had substantial advertising and promotions of the company's brands. The Coca-Cola Company when advertising has a primary target market of those who are of age 13-24, and a secondary market of age 10-39. These are some of the TV commercials of coca cola.

Place Indirect distribution. Coca-Cola Company uses intermediaries in its distribution. That is, the company does not sell its products directly to its consumers. The Coca-Cola Company uses the intensive distribution strategy. The business's products are sold in almost every outlet including retail outlets, small shops,restaurants,petrol stations,newsagents, schools, sports and entertainment venues from vending machines.

BRAND NAME

Proved in a survey In 'blind' taste tests, people prefer the taste of Pepsi over the taste of Coke. However, if the test is not 'blind' and the tasters know which beverage is which, they prefer the taste of Coke over Pepsi! That is the emotional power of a brand. The CocaCola brand has the power to actually change an individual's taste! Coca-cola is the no.1 brand in the world. Coca-Cola is recognized by 94% of the world’s population. Guinness World Record ranked coca cola as the most popular soft drink. Coca-Cola had signed on various celebrities including movie stars such as Karishma Kapoor, cricketers such as Srinath, Sourav Ganguly, southern celebrities like Vijay in the past. Today, its brand ambassadors are Aamir Khan and Hrithik Roshan.

BIBLIOGRAPHY 1.www.wikipidea.org 2.www.coca-cola.com 3. www.infotoday.com 4.www.docstoc.com