Coca-Cola Marketing Strategy

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A PROJECT REPORT OF MARKETING STRATEGIES AND DISTRIBUTION CHANNEL OF COCA COLA BEVERAGE PVT LTD. Submitted by: Tushar Verma B.COM (HONS) ENROLLMENT NO. A7004610054 Under Guidance Of : Industry Guide : FacultyGuide Mr. Chitresh Tiwari Miss. Sana Moid Marketing Executive Manager ABS, Lucknow…show more content…
For example, while festival mood plays a strong role in marketing, it is activated for Durga Puja in Calcutta, Dandiya in Gujarat, etc., Coke has its focus on the youth market in India. As a first step toward catching the attention of the youth, coke signed on cricket heroes Saurav Ganguly and Javagal Srinath. It slowly started talking about youth passions like cricket, films, festivals and food. Soon the advertisements started giving the message, “Eat Cricket, Sleep Cricket, Drink only Coca-Cola” And now it has started modifying film hits to frame catch lines that appeal to the youth. This particular strategy has worked well for coke. Coke is focused on distribution to ensure that its products are within customer’s reach. And it saves its focus has begun to pay it dividends. As per mid-1998 figures coke is selling as many bottles in the hinterland of Punjab as it does the four metros. THE FUTURE OF COCA COLA While doing business overseas offers coke wonderful growth opportunities it also has its own disadvantages. The economic slowdown in various overseas markets and the strong dollar had their impact on coca-cola revenues and bottom line in 1998. But the company optimistic about the

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