COCA-COLA

PRODUCT

Product mix of Coca-Cola consists of the various brand packs and flavors

given in the table. Product strategy of the Coca-Cola is to promote all the brands available

in all the brands packs and to introduce the product in n e w f l a v o r s a n d . e v e n

n e w p r o d u c t . R e g a r d i n g t h i s Kinley soda is introduced. Fanta in green apple

flavor was also introducedced

PRICE

All the soft drinks product of the company except MAZZA have the same prices for the

different sizes. 10% discount has been given in the big retail outlets only in case of 1lt.and

2l t . pack. Regarding the al lowances which are not f ixed and can be changed

time to time.

PLACE

The Coca-Cola Company in India is governed from i ts corporate off ice

l o c a t e d a t G u r g a o n i n H a r y a n a . I t g o v e r n s t h e w o r k i n g o f f i v e z o n e s

c o v e r i n g w h o l e I n d i a t h e s e z o n e s a r e : - N o r t h e r n z o n e , E a s t e r n z o n e ,

Western zone, Southern zone and Andhra Pradesh zone. These zones are divided in

to various, plants, which govern the area assigned to them. The areas are the various

distribution centers called distributors and C&F agents. Counterparts in the western countries

do. While small chain stores called Apna Bazaars and Sahakan Bhandaars, which offer

products at reasonable prices, have been fairly popular, Department Stores and Food

Stores are slowly gaining popularity. A large number of corporates have recently ventured into

retailing. The retail outlet in India can be broadly categorized as follows:

Grocery stores

General purpose stores

Food stores

Pan bidi shops

Chemist/ drug stores

Cold chains

The relative share of grocers dropped from over 50% in the early 90's to 35% in the late

90's. Chemist outlets on the other hand, have been expanding their  product range to

include high margin FMCG products from shampoos to ketchup. Pan-wallas are also emerging as full

fledged consumer product outlets.

PROMOTION

This part of the marketing is playing a very vital and important role in the c u r r e n t

s i t u a t i o n i n I n d i a . L o o k i n g a t t h e c o m p e t i t i o n a n d p r o m o t i o n a n d

advertising budget of both the companies coca cola and Pepsi, one can easily estimate the

importance of this. The promotion mix of Coca-Cola is divided into:

Top line promotion-includes the promotion designed and done by the company's

corporate office of Gurgaon and the office of Bombay TV ads, design of banners, and other

POS done by the company simultaneously all around India with no Difference in designs etc. fall in

this category.

Below the line promotion-includes the promotion schemes, publicity material, POS

display done by the company from zonal, plant, sales manager and area sales manager level. . At the

sales manager and area sales manager level the promotion done exclusively for the cities in

their respective area and other POS display.

Coca-Cola slogans

"Thanda matlab Coca-Cola!" ("Cold means Coca-Cola!") (2000s) [2]

"Pio sar utha ke" ("Drink with pride")

"Jo chaho ho jaye, Coca-Cola enjoy!" ("Whatever you wish will come true, enjoy

Coca-Cola!")

"Burrrrrrrrr" ("Refreshment" )(2011)