Statement of Purpose

The purpose of this market survey project is to gain an in-depth understanding of Coca-Cola's
market dynamics, consumer preferences, and brand positioning. As one of the most recognized
global brands, Coca-Cola serves as an ideal case study to explore various facets of marketing,
customer behavior, and product strategy.

Through this project, I aim to:

1. Analyze Consumer Behavior: Understand the factors influencing consumer choices, including
taste preferences, brand loyalty, and purchasing patterns.

2. Assess Market Trends: Examine how Coca-Cola adapts to shifting trends such as health-
conscious consumption and sustainability initiatives.

3. Evaluate Marketing Strategies: Study the effectiveness of Coca-Cola's advertising

campaigns, promotional tactics, and product diversification.

4. Understand Competitive Positioning: Identify how Coca-Cola maintains its competitive edge
in the beverage industry amidst growing competition.

This project will include data collection through surveys and secondary research to provide a
comprehensive analysis of Coca-Cola’s market standing. The insights gained will not only
contribute to my academic understanding of business and entrepreneurship but also equip me
with practical knowledge about how global brands operate successfully in dynamic markets.

Introduction to Coca-Cola in India

Coca-Cola, one of the world’s most iconic beverage brands, first entered India in 1950 and
quickly became a household name. However, due to regulatory challenges, the company exited
the Indian market in 1977. After a 16-year hiatus, Coca-Cola re-entered India in 1993 following
economic liberalization, marking a significant turning point in the country's beverage industry.
Since its return, Coca-Cola has solidified its presence in India by acquiring popular local brands
like Thums Up, Limca, and Maaza, enabling it to cater to diverse consumer preferences. Known
for its memorable advertising campaigns, including the famous “Thanda Matlab Coca-Cola”, the
brand has successfully blended global appeal with local sensibilities.

Today, Coca-Cola is not just a leading beverage brand in India but also a significant contributor
to employment, sustainability initiatives, and community welfare programs. This project aims to
analyze Coca-Cola's market strategies, consumer behavior, and its role in shaping India’s soft
drink industry.

Profile of the Organization: Coca-Cola

Name of the Organization: The Coca-Cola Company

Founded: May 8, 1886

Founder: Dr. John Stith Pemberton

Headquarters: Atlanta, Georgia, USA

CEO: James Quincey (as of the latest update)

Industry: Beverage Industry

Core Products: Carbonated soft drinks, fruit juices, bottled water, energy drinks, iced tea, and
sports drinks

Flagship Product: Coca-Cola (Coke)

Global Presence: Operates in over 200 countries

Indian Operations Start Year: Initially in 1950, re-entered in 1993

Key Indian Brands: Thums Up, Limca, Maaza, Sprite, Kinley, Fanta

Manufacturing Facilities in India: Over 50 bottling plants across the country

Core Values: Leadership, Collaboration, Integrity, Accountability, Passion, Diversity, Quality

Vision Statement: "To craft the brands and choice of drinks that people love, to refresh them in
body and spirit."

Mission Statement: "To refresh the world and make a difference."

Sustainability Goals: Water conservation, waste management, reducing carbon footprint, and
supporting community welfare programs

Coca-Cola is not only a global leader in the beverage industry but also a prominent player in the
Indian market, focusing on innovation, localized strategies, and sustainable business practices
to ensure long-term growth and customer satisfaction.

List of Coca-Cola Products

1. Carbonated Soft Drinks

Coca-Cola Original

Coca-Cola Zero Sugar

Diet Coke

Sprite

Sprite Zero

Fanta Orange

Fanta Grape

Fanta Pineapple

Thums Up

Limca
Schweppes Tonic Water

2. Juices and Juice-Based Beverages

Minute Maid Pulpy Orange

Minute Maid Mango

Minute Maid Mixed Fruit

Minute Maid Guava

Maaza (Mango Drink)

3. Water and Hydration Beverages

Kinley (Packaged Drinking Water)

Smartwater (Premium Water)

Aquarius Glucocharge

4. Sports and Energy Drinks

Powerade (Sports Drink)

Burn (Energy Drink)

5. Dairy-Based Beverages

VIO (Flavored Milk and Milk-Based Drinks)

6. Tea and Coffee

Georgia Coffee (Cold and Hot Coffee Varieties)

Honest Tea (Ready-to-Drink Tea)

7. Health and Wellness Drinks

Minute Maid Nutriforce

Minute Maid Vitingo

Competitors of Coca-Cola in India

Coca-Cola operates in a highly competitive beverage market in India, facing strong competition
from both global giants and domestic brands. The key competitors include:

1. PepsiCo

Coca-Cola's biggest rival globally and in India.

Popular products: Pepsi, Mountain Dew, Mirinda, 7UP, Slice, Tropicana, Aquafina.

Known for aggressive marketing campaigns and a strong presence in both urban and rural
markets.

2. Parle Agro

A major Indian beverage company.

Popular products: Frooti, Appy Fizz, Bailley Packaged Water.

Strong presence in fruit-based beverage segments.

3. Dabur India Ltd.

Known for its focus on natural and health-based drinks.

Popular products: Real Fruit Juice, Real Activ.

Competes in the juice and health drink segment.

4. ITC (Indian Tobacco Company)

A diversified Indian conglomerate.

Popular product: B Natural Fruit Beverages.

Competes in the premium fruit juice segment.

5. Bisleri International

Known for packaged drinking water and soft drinks.

Popular products: Bisleri Water, Bisleri Pop.

Competes in both bottled water and soft drink categories.

6. Hector Beverages

A rising player in the Indian beverage market.

Popular products: Paper Boat (Traditional Indian Beverages).

Focuses on innovative, nostalgic Indian flavors.

7. Local and Regional Brands

Various regional brands cater to localized tastes and preferences.

Examples: Xalta, Sosyo, Bovonto.

Compete through affordability and regional loyalty.

Coca-Cola maintains its competitive edge through strong brand positioning, localized marketing
strategies, product diversification, and an extensive distribution network across urban and rural
India.

Questionnaire for Coca-Cola Market Survey

Objective: To analyze consumer preferences, brand perception, and purchasing behavior

related to Coca-Cola products.

Consumption Behavior

5. How often do you consume Coca-Cola products?

[ ] Daily

[ ] Weekly

[ ] Monthly

[ ] Occasionally

[ ] Rarely

6. Which Coca-Cola product do you consume the most?

[ ] Coca-Cola (Coke)

[ ] Sprite

[ ] Fanta

[ ] Thumbs Up
[ ] Maaza

[ ] Minute Maid

[ ] Kinley

7. What is your preferred packaging for Coca-Cola products?

[ ] Glass Bottle

[ ] Plastic Bottle (PET)

[ ] Can

8. When do you usually consume Coca-Cola products?

[ ] With meals

[ ] During social gatherings

[ ] As a refreshment during the day

[ ] During festivals/celebrations

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Brand Perception

9. Why do you prefer Coca-Cola products? (Select up to 2)

[ ] Taste

[ ] Brand reputation

[ ] Price
[ ] Availability

[ ] Advertising

10. How do you perceive the pricing of Coca-Cola products?

[ ] Affordable

[ ] Reasonable

[ ] Expensive

11. How satisfied are you with Coca-Cola’s product quality?

[ ] Very satisfied

[ ] Satisfied

[ ] Neutral

[ ] Dissatisfied

[ ] Very dissatisfied

12. How would you rate Coca-Cola’s advertising campaigns?

[ ] Excellent

[ ] Good

[ ] Average

[ ] Poor
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Market Competition

13. Which competitor's product do you prefer over Coca-Cola?

[ ] Pepsi

[ ] Mountain Dew

[ ] Limca

[ ] Frooti

[ ] Paper Boat

[ ] None

14. Why would you choose a competitor's product over Coca-Cola?

[ ] Better taste

[ ] Lower price

[ ] Better availability

[ ] Healthier option

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Suggestions and Feedback

15. Do you think Coca-Cola should introduce healthier beverage options?

[ ] Yes

[ ] No

[ ] Maybe

16. What improvements would you like to see in Coca-Cola products?

[ ] Lower sugar content

[ ] More flavors

[ ] Eco-friendly packaging

[ ] Lower prices

[ ] Wider availability

SWOT Analysis of Coca-Cola

Strengths

1. Strong Brand Recognition: Coca-Cola is one of the most recognizable brands globally,
associated with happiness and refreshment.

2. Extensive Distribution Network: The company operates in over 200 countries with a well-
established supply chain and distribution system.
3. Diverse Product Portfolio: Offers a wide range of beverages, including carbonated drinks,
juices, water, energy drinks, and dairy products, catering to various consumer preferences.

4. Financial Stability: Strong revenue streams and consistent profitability ensure long-term
growth and investment opportunities.

5. Marketing Expertise: Iconic advertising campaigns and strategic sponsorships (e.g., FIFA,
Olympics) strengthen its market presence.

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Weaknesses

1. Health Concerns: High sugar content in many products has led to criticism and declining
consumption in health-conscious markets.

2. Dependence on Carbonated Drinks: A significant portion of revenue comes from soft drinks,
making the company vulnerable to changing consumer preferences.

3. Limited Diversification: Despite its product range, Coca-Cola relies heavily on beverages, with
minimal presence in food or other sectors.

4. Environmental Criticism: Accusations of water mismanagement and high plastic usage have
tarnished its sustainability image.

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Opportunities

1. Health and Wellness Trends: Expansion into low-sugar, organic, and functional beverages
can capture the health-conscious market.
2. Emerging Markets: Increased focus on developing countries with growing populations and
rising disposable incomes.

3. Product Innovation: Investment in sustainable packaging and new product lines, such as
plant-based drinks and ready-to-drink teas.

4. E-Commerce Growth: Leveraging digital platforms for direct-to-consumer sales and

personalized marketing.

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Threats

1. Intense Competition: Rival brands like PepsiCo and local competitors pose challenges in
maintaining market share.

2. Regulatory Pressure: Governments are imposing taxes on sugary drinks and stricter
environmental regulations.

3. Economic Uncertainty: Fluctuations in raw material costs, currency exchange rates, and
global economic downturns can affect profitability.

4. Changing Consumer Preferences: A growing shift toward non-carbonated and healthier

beverages may impact traditional product sales.

This analysis highlights Coca-Cola's solid foundation and opportunities for growth while
addressing areas where it needs to adapt to market challenges.

Survey Interpretation and Analysis:

1. Frequency of Consumption:

Occasionally: Most participants (9) consume Coca-Cola products occasionally.

Monthly: 5 respondents consume them monthly.

Weekly: Only 2 participants consume them weekly, and 1 consumes them daily.

Insight: Coca-Cola products are largely consumed on an infrequent basis, indicating they are
more of a treat or situational choice.

2. Most Consumed Product:

Coca-Cola (Coke) and Sprite are equally popular, with 9 respondents each choosing them as
their most consumed product.

Minute Maid and Fanta have limited preference (1 respondent each).

Insight: Coca-Cola and Sprite dominate the preferences, reflecting their strong brand presence.

3. Packaging Preferences:

Can: Most preferred (13 responses).

Plastic Bottle (PET): Preferred by 4 respondents.

Glass Bottle: Preferred by 3 respondents.

Insight: Cans are the most popular, possibly due to portability and convenience.

4. Consumption Occasions:

Social Gatherings: The most common occasion (7 responses).

As Refreshment During the Day: Chosen by 6 respondents.

Celebrations/Festivals and With Meals: Chosen by 3 respondents each.

Insight: Coca-Cola products are associated with social and celebratory settings, as well as
casual refreshment.
5. Pricing Perception:

Affordable: 13 respondents found Coca-Cola products affordable.

Reasonable: 7 respondents described the pricing as reasonable.

Insight: Pricing is generally well-received, with no indication of products being perceived as

expensive.

6. Satisfaction Levels:

Satisfied: Most participants (9).

Neutral: 6 participants.

Very Satisfied: 5 participants.

Insight: While satisfaction is high, there is room for improvement to convert neutral customers to
highly satisfied ones.

7. Competitors:

None: 6 participants do not prefer any competitor.

Pepsi: Preferred by 6 respondents.

Mountain Dew: Chosen by 3 respondents.

Paper Boat and Limca: Preferred by 2 respondents each.

Insight: Pepsi poses the strongest competition, reflecting a need to differentiate Coca-Cola
further.

8. Suggestions for Improvement:

Lower Sugar Content: The most frequent suggestion (8 responses).

More Flavors: Suggested by 7 respondents.

Eco-Friendly Packaging: Suggested by 5 respondents.

Insight: Consumers are leaning towards health-conscious and sustainable options, indicating a
shift in market demand.

Recommendations:

1. Focus on Health:

Introduce healthier beverage options with reduced sugar content to meet consumer
preferences.

2. Diversify Product Line:

Expand the range of flavors to attract more consumers.

3. Strengthen Differentiation:

Enhance marketing efforts to compete effectively with Pepsi.

4. Sustainability:

Consider eco-friendly packaging to appeal to environmentally conscious consumers.

5. Enhance Engagement:

Target social and celebratory occasions with tailored marketing campaigns.

Would you like detailed visualizations for these insights?