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 Coca-
Cola 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 Coca-
Cola 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