Marketing Strategies In The Indian Soft Drinks Industries, I hope this will make u understand the 4 P's of marketing, Segmentation, Target Market & Positioning through the case study of COCACOLA!

1. A Case Study of Coca- Cola Limited
BY-
Vishwanath Bhandari
Jyothi Nagaral
Krishna Shet
Laxmikanth Reddy
Poornima
Vaijanath M

2. The Indian soft drinks industry has witnessed a
radical in the last few year. In India, after the
exit of Coke in 1977, Parle and Pure drinks
controlled the soft drinks market. Parle introduced Thumps Up
in the beginning of 1980s. Until 1991, the domestic market was
ruled by Parle, with a 60% market share. But the market
scenario change drastically when in 1991, Pepsi
Foods Limited(PFL) made an entry in India.

3. Product line soft-drink:
 Coca-cola
 Sprite
 Fanta
 Diet coke
 Limca
 Maaza
 Thums up
Core Brand in India
[1]
Coca- Cola was the leading soft drink s brand in India until 1977. After that
Government reduce its equity stakes required under F.E.R.A. i.e. Foreign
Exchange Regulation Act.
After a gap of 16 years , Coca-cola returned India in 1993.
Coke has portfolio of more than 3000 beverages which ranges from diet & regular
sparkling beverages to still beverages such as 100% fruit juices & fruit drinks ,
waters, sport drinks, teas & coffee, & milk & soy-based beverages.

4. 1. To study of the major strategies implemented
by the soft drink companies.
2. To know about the effect of these strategies.

5. According toThompson & Strickland ,” A company’s strategy
consists of the combination of competitive moves & business
approaches that managers employ to please
Customers, compete successfully, & achieve organizational
objectives.”
Strategy

6. In Rural areas, average daily wage is around Rs. 100 , whereas the cost
of a bottle of Coke was Rs. 10, affordability was a big issue, it was
perceived as a luxury that only a few customer could afford to
purchase.
Coca- Cola launched the Accessibility campaign. It introduced new
200ml bottle, smaller than traditional 300ml bottles.
Coke also cut the price to half i.e. Rs. 5.
This pricing strategy closed the gap between Coke & basic
refreshments like lemonade & tea.This made soft drinks truly
accessible for the first time for rural consumers.
To effectively achieve the stable balance between sales and covering
the production cost
Company has priced the product same as that of its major competitor
of the market leader

7.  Top line promotion:T.V ads, banner, celebrity
 Bottom line promotion: Promotion schemes, Publicity
material, Designs of bottles

9. Trade Promotion Strategies
-These strategies are run for the retailers.
-Retailers are offered trade- schemes like certain number
Of bottles free per case, display schemes, target schemes
& other benefit like installation of refrigeration facilities,
putting up of their walls, upgrading existing refrigeration
facilities, filling of their walls, giving them umbrellas &
Sunshades.
Soft drinks try to promote their products available wherever people tend to
gather like railways stations , bus stops, near large offices & movie halls.

10.  Demographic
 Psychographic
 Geographic

11.  Diet coke: weight conscious people.
 Maaza: kids , juice loving people
 Sprite: young people
 Thums-up: confident, mature and uniquely
masculine attitude people
 Fanta: girls, ladies

12. It consist functional positioning strategy
emphasize on :
 Price
 Quality
 Product feature

14.  Survey results analysis shows :-
 70% of the respondents says that if the product is not available easily they
will shift to the substitutes and it may affect the sales of the company.
 The retailers are getting trade promotion schemes from companies they
should continue it.
 60% of the respondents avail the sales promotion schemes offered to
them.
 The survey results 96% watchAd’s. It reveals 78% respondents could
correctly recall that “Open Happiness”Ad was of Coke.This is a very high
percentage of recall & it shows that Ads are effective. Hence the company
may increase advertising expenditure.
 Pepsi is the market leaders in soft drink industry in India & 2nd comes th
Coke so it must increase it’s sales

15. THANKYOU