1

​A STUDY ON VARIOUS CRM STRATEGIES

​USED IN COCA-COLA COMPANY

A PROJECT SUBMITTED TO

UNIVERSITY OF MUMBAI FOR PARTIAL

COMPLETION OF THE DEGREE OF

BACHELOR OF MANAGEMENT STUDIES

​UNDER THE FACULTY OF COMMERCE

BY

​ANKITA RAJENDRA TAMBE

UNDER THE GUIDANCE OF

​ASST. PROF.​ ​MANMEET KAUR

KARMAVEER BHAURAO PATIL COLLEGE, VASHI

(AUTONOMOUS) 2019 - 2020
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RayatShikshanSanstha’s
Karmaveer bhaurao patil College ,Vashi
(Autonomous College)

​ CERTIFICATE

This is to certify that Ms/Mr ​ANKITA RAJENDRA TAMBE

has Worked and duly completed her/his Project Work for the
degree of Bachelor of Management Studies under the Faculty
of Commerce in the subject of ​TY BMS (MARKETING) ​and
her/his projectis entitled,“ ​A study of CRM used in Coca-Cola
company​ ​of the Project ”under my supervision.

I Further certify that the entire work has been done by

learner under my guidance and that no part of it has been
submitted previously for any Degree or Diploma of any
University.

It is her/his own work and facts reported by her/his personal

findings and investigation.

Name and signature of guiding teacher

Date Of submission
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​DECLARATION

I am undersigned Mrs . ​ANKITARAJENDRA TAMBE​ ​ ​here by,

declare that the work embodied in this project work
Title ​" A STUDY ON VARIOUS CRM STRATEGIES USED IN
COCA-COLA COMPANY"​ forms my own contribution to the
research work carried out under the guidance of ​ASST. PROF.
MANMEET KAUR​ is a result of my own research work and had
not been been previously submitted to any other University for
any other Degree/Diploma to this or any other University

Wherever reference has been made to previous work of other,

it has been clearly indicate as such and includes in the
Bibliography.

I, here by further declare that all information of this document

has been obtained and presented in accordance with academic
rules and ethical conduct.

ANKITA RAJENDRA TAMBE

Certified by
Name and signature of guiding teacher
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ACKNOWLEDGEMENT
​

To list all who have helped me is difficult because they are so

numerous and the depth is so enormous.

I as an intern would like to acknowledge the following as being

idealistic channels and fresh dimension in the completion of this
project.

I as an intern would like to thank Asst. manager of the ​"COLA

COMPANY" ​and other staff members for their valuable
guidance and encouragement.

I as an intern take this opportunity to thank the ​University of

Mumbai​ for giving me chance to do this project.

I as an intern would like to thank my Principal, ​Dr. V. S.

Shivankar​ for providing the necessary facilities required for
completion of this project.

I take this opportunity to thank our Coordinator………………..

for his moral support and guidance

I as an intern would also like to express my sincere gratitude

towards my project guide ​ASST. PROF. MANMEET KAUR
whose guidance and care made the project successful.
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I as an intern express my sincere thanks to the management of

"COCA-COLA COMPANY" ​” for giving me golden opportunity
to work as intern in their company.

Lastly, I would like to thank each and every person who directly
or indirectly helped me in the completion of the project
especially ​My Parents and Peers​ who supported me
throughout my project.

Thank you

(ANKITA RAJENDRA TAMBE)

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INDEX
​

​Sr.no​. ​Particular ​Page no.

​ 1. ​CHAPTER 1.
● Executive summary

​2. ​CHAPTER 2.
● Introduction of the company
2.1]​ ​About Coca-Cola in India
2.2]​ ​Profile of the company
2.3] History of the acquisition
2.4] Coca-Cola organizational structure
2.5] The Future of Coca Cola com.
2.6] scope of the study
2.7] SWOT analysis of Coca Cola com.

​3. CHAPTER 3.
● Statement and OBJECTIVES
3.1] objectives of the company
3.2] mission vision & values
➢ Mission
➢ Vission
➢ The company values
➢ Focus on the Market
Work Smart
3.3] Need of the study

​4. CHAPTER 4.
● Your role in the organization during the
internship

​5. ​CHAPTER 5.
● Challenges
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​6. ​CHAPTER 6.
● Conclusion and Bibliography
8
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​CHAPTER 1

​EXECUTIVE
​SUMMARY
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Executive summary

This Project is the mixture of all the knowledge acquired and experience gained
during the period of internships at ​Coca-Cola Company​. This project consists of the
report of all those works and Responsibilities carried out during the 1 month of
internship period.

This project includes work done at ​Coca-Cola Company​ . In I Intern did work which
helped me in acquiring knowledge.

The report has been prepared with a specific purpose in the mind. It outline the
history and current scenario of the Coca-Cola Company globally and locally . The
first part of the study takes us through the present state of affairs of the i beverage
industry and Coca-Cola Company globally.

This report has been prepared with a specitic purpose in mind. It outlines thei history
and current scenario of the Coca-Cola Company globally and locally. The first part of
the study takes us through the present state of affairs of thei beverage industry and
Coca-Cola Company globally. The report contains a brief introduction of Coca Cola
Company and Coca-Cola l India and a detalled view of the tasks, which have been
undertaken to analyze the various customers relationship management strategies of
used in Coca-Cola company.

Coca Cola was able to continue to grow with the demands as they were able to
provide to their customer needs. They always focus on to satisfy the customer needs
with the new infrastructure of CRM,ERP and well maintained SCM system they were
able to achieve the goals which they really needed to satisfy the customers. By this
way there were able to be in the top in the beverage industry. They are still facing a
lot of problem to be in the top position but well maintain CRM will never lose the
position.

This program helps Coca-Cola and their customers to understand the consumer
preference.Understanding customer relationship management begins with
recognizing that CRM seeks to increase the value of an organization’s customer
base by developing and retaining better relationships with customers. CRM may
involve the use of databases but includes much more than technology. CRM makes
 11

it possible to examine individual customers or narrowly defined groups

(micro-segments) and calculate what each offers the company in potential profits.
The resulting customer lifetime value (CLV) can be used to focus marketing and
promotional efforts.

The main objective of this project report is to analyze and study of CRM strategy.
The study also aims to perform CRM strategy of Coca-Cola Company & find out
different factors affecting the growth of Coca-Cola. Apart from thesei objectives this
study is also conducted to understand the Customer preferences i towards various
Coca-Cola products.

Customer satisfaction covers all the areas of importance to consumers which in-turn
helps thel company In preparing strategies for a wellbult and improved Customer
satisfaction for the product of the company. The subject is studied for the
improvenment of the product in view ofl the limitations of the study, which will help
me in acquiring a better insight and understanding the trivial aspects of the Customer
satisfaction.
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​CHAPTER 2

I​ NTRODUCTION
OF THE
COMPANY
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2.​ ​Introduction to the company

​Coca-Cola, or Coke, is a carbonated soft drink manufactured by The

Coca-Cola Company. Originally marketed as temperance drink and intended as a
patent medicine, it was invented in the late ​19th century by John Stith Pemberton
and was bought out by businessman Asa Griggs Candler, whose marketing tactics
led Coca-Cola to its dominance of the world soft-drink market throughout the 20th
century.The drink's name refers to two of its original ingredients: coca leaves, and
kola nuts (a source of caffeine). The current formula of Coca-Cola remains a trade
secret, although a variety of reported recipes and experimental recreations have
been published.
The Coca-Cola Company produces concentrate, which is then sold to licensed
Coca-Cola bottlers throughout the world. The bottlers, who hold exclusive territory
contracts with the company, produce the finished product in cans and bottles from
the concentrate, in combination with filtered water and sweeteners. A typical
12-US-fluid-ounce (350 ml) can contains 38 grams (1.3 oz) of sugar (usually in the
form of high fructose corn syrup). The bottlers then sell, distribute, and merchandise
Coca-Cola to retail stores, restaurants, and vending machines throughout the world.
The Coca-Cola Company also sells concentrate for soda fountains of major
restaurants and foodservice distributors.
The Coca-Cola Company has on occasion introduced other cola drinks under
the Coke name. The most common of these is Diet Coke, along with others including
Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Zero Sugar,
Coca-Cola Cherry, Coca-Cola Vanilla, and special versions with lemon, lime, and
coffee. Based on Interbrand's "best global brand" study of 2015, Coca-Cola was the
world's third most valuable brand, after Apple and Google.In 2013, Coke products
were sold in over 200 countries worldwide, with consumers drinking more than 1.8
billion company beverage servings each day.] Coca-Cola ranked No. 87 in the 2018
Fortune 500 list of the largest United States corporations by total revenue.
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2.1​ ​About Coca-Cola in India :

Coca-Cola India, is one of the country’s leading beverage companies, offering a

range of healthy, safe, high quality, refreshing beverage options to consumers. Ever
since its re-entry in 1993, the Company has gone on to establish an unmatched
portfolio of beverages, refreshing consumers with its leading beverage brands like
Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Fanta Green Mango,
Limca, Sprite, Sprite Zero, VIO Flavored Milk, Maaza, Minute Maid range of juices,
Georgia and Georgia Gold range of hot and cold tea and coffee options, Kinley and
Bonaqua packaged drinking water, Kinley Club Soda and BURN energy drink. The
Company along with its bottling partners, through a strong network of over 2.6 million
retail outlets, touches the lives of millions of consumers. Its brands are some of the
most preferred and most sold beverages in the country.
The Coca-Cola system in India has already invested $2 billion till 2011, since
its re-entry into India. The company will be investing another $5 billion till the year
2020. The Coca-Cola system in India directly employs over 25,000 people including
those on contract. The system has created indirect employment for more than
1,50,000 people in related industries through its vast procurement, supply and
distribution system. We strive to ensure that our work environment is safe and
inclusive and that there are plentiful opportunities for our people in India and across
the world.

2.2​ ​Profile of the company :

The Coca-Cola Company is the #1 nonalcoholic beverage company in the

world, as well as one of the world's most recognizable brands. It is home to more
than 500 beverage brands, some 20 of those billion-dollar-brands, including four of
the top five soft drinks: Coca-Cola, Diet Coke, Fanta, and Sprite. In addition to soft
drinks, it markets waters, juice drinks, energy and sports drinks, dairy and
plant-based beverages, and ready-to-drink teas and coffees. Other top brands
include Minute Maid, Powerade, Dasani, Honest Tea, and vitaminwater. With the
world's largest beverage distribution system, Coca-Cola reaches thirsty consumers
in more than 200 countries. Nearly 65% of its sales comes from outside the US.

Operations

Coca-Cola manages six operating segments (most of them geographically-based),

including Europe, the Middle East, and Africa (EMEA); Latin America; North
America; Asia Pacific; Bottling Investments; and Corporate.Its geographic operating
segments primarily manufacture and sell beverage concentrate
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and syrups. North America is the largest geographic segment, accounting for about
35% of revenue; the EMEA and Asia - Pacific regions generate nearly 25% and
about 15%, respectively, followed by Latin America, which brings in just more than
10% of total revenue.

Geographic Reach

The world's largest beverage company sells products in some 200 countries and
generates about 35% of its sales in the US. Outside the US, unit case volume is
highest in Mexico, China, Brazil, and Japan.Headquartered in Atlanta, Coca-Cola
has about 290 offices, plants, warehouses, and other facilities across the globe.

Sales and Marketing

Coca-Cola reaches customers through the largest beverage distribution system in

the world, made up of company-owned or controlled bottling and distribution
operations, as well as independently owned bottling partners, distributors,
wholesalers, and retailers.The company is a world-class advertiser, known for
multiple popular ad campaigns stretching back many decades. It continues to keep
its brand foremost in the mind of consumers with heavy investments in advertising,
spending about $4 billion each year in recent years.

Financial Performance

Coca-Cola's annuals sales and profits have been trending lower over the past
several years as traditional soft drink sales have fallen with changing consumer
tastes in developed market Revenue has declined more than 30% over the past five
years and net income had also dropped significantly until 2018.
The soft-drink maker's sales fell 10% to $31.9 billion in 2018 as the refranchising of
bottling territories and bottling operations (part of a deliberate structural change)
resulted in a significant drop in sales from the Bottling Investments segment. That
was offset slightly by an increase in volume and a more favorable price, product, and
geographic mix.
Coca-Cola's net income that year jumped more than 500% to $6.4 billion on
improved operating margins and lower income taxes from the prior year, when profit
was hit hard by a one-time transition tax resulting from the Tax Reform Act signed
into law in late 2017.
Cash at the end of 2018 was $8.9 billion, an increase of $2.9 billion from the prior
year. Cash from operations contributed $7.3 billion to the coffers, while investing
activities provided another $6.3 billion from proceeds from disposal of investments.
Financing activities used $10.6 billion, primarily on payments of debt and dividends.
 16

Strategy

Coca-Cola is dealing with headwinds in two primary areas: a shift in consumer tastes
toward healthier beverages and product saturation in mature markets. Expanding its
self-described "consumer-centric" portfolio -- by quickly scaling wins from market to
market and embracing an experimental, test-and-learn approach -- is how the
company plans to grow.
Coca-Cola has been focused on waters, juices, teas, and low- or no-sugar drinks. In
recent years it has acquired US rights to Topo Chico premium sparkling mineral
water, introduced Honest Tea and glaceau smartwater to new international markets,
rebranded and relaunched Coca-Cola Zero Sugar, and purchased a UK-based chain
of coffee shops. In addition, the company has goosed sales of its reliable but staid
Diet Coke brand with four new flavors (ginger lime, mango, blood orange, cherry)
targeted to health-conscious consumers, particularly Millennials, who've abandoned
Diet Coke for alternatives. As part of its overall portfolio optimization effort,
Coca-Cola has also eliminated some 700 "zombie" products (drinks that never
gained momentum).The company also created a new bottling partner in Japan to
serve most of that region. In 2018 it completed a refranchising of its Canadian
bottling operations.

Mergers and Acquisitions

In early 2019 Coca-Cola acquired UK coffee shop chain Costa Coffee from
Whitbread for $5.1 billion. The chain boasts more than 2,400 coffee shops in the UK,
1,400 shops across 31 international markets, and 8,000 vending machines. Its
international locations include some 450 locations in China. The deal brings coffee
into the Coca-Cola fold for the first time, provides an extensive international platform,
and also diversifies away from sugary drinks. Also that year the company took full
ownership of one of Africa's leading juice and dairy beverage producers,
Nigeria-based Chi Ltd.
Coca-Cola's half-dozen 2018 purchases included stakes in bottlers in Oman, the
Philippines, and the United Arab Emirates, as well as minority interests in BA Sports
Nutrition, maker of BodyArmor sports drinks, and Australian juice and smoothie
company Made Group.

Company Background

Atlanta pharmacist John Pemberton invented Coke in 1886. His bookkeeper, Frank
Robinson, named the product after two ingredients, coca leaves (later cleaned of
 17

narcotics) and kola nuts. By 1891 druggist Asa Candler had bought The Coca-Cola
Company, and within four years the soda-fountain drink was available in all states; it
was in Canada and Mexico by 1898.
Candler's family sold the company to Atlanta banker Ernest Woodruff for $25 million
in 1919. Coca-Cola went public that year.

2.3​ ​ ​History of acquisition :

● Coca-Cola acquired Minute Maid in 1960and in 1982,

● It acquired the movie studio Columbia Pictures for $692 million but Columbia
was sold to Sony for $3 billion in 1989.
● It acquired the Indian cola brand Thums Up in 1993,and Barq's in 1995.
● In 2001, it acquired the Odwalla brand of fruit juices, smoothies, and bars for
$181 million.

● In 2007, it acquired Fuze Beverage from founder Lance Collins and Castanea
Partners for an estimated $250 million.
● The company's 2009 bid to buy Chinese juice maker Huiyuan Juice Group
ended when China rejected its $2.4 billion bid, on the grounds the resulting
company would be a virtual monopoly.Nationalism was also thought to be a
reason for aborting the deal.
● In 2011, it acquired the remaining stake in Honest Tea, having bought a 40%
stake in 2008 for $43m.
● In 2013, it finalized its purchase of ZICO, a coconut water company.
● In August 2014, it acquired a 16.7% (currently 18.5% due to stock buy backs)
stake in Monster Beverage for $2.15
● billion with an option to increase it to 25%, as part of a long-term strategic
partnership that includes marketing and distribution alliance, and product line
swap.
● In 2015, the company took a minority stake ownership in the cold pressed
juice manufacturer, Suja Life LLC.
● In December 2016, it bought many of the former SABMiller's Coca-Cola
operations. The Coca-Cola Company owns a 68.3% stake in Coca-Cola
Bottlers Africa. Coca-Cola Bottlers Africa's headquarters located in Port
Elizabeth South Africa.
● In 2017, The Coca-Cola Company acquired Mexican sparkling water brand
Topo Chico.
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2.4​ ​Coca Cola 's Organizational Structure :

Leaders at Coca-Cola’s organization have fashioned a transparent and

captivating vision for their company, and work to encourage their personnel to attain
that vision. Moreover, Coca Cola’s vision guides every aspect of their organization
by describing what the company needs to achieve in order to continue achieving
viable, quality growth (The Coca-Cola Company, 2014). Coca Colas vision functions
as the structural roadmap and directs every facet of their organization by depicting
what they need to achieve in order to continue accomplishing viable quality growth.

​Coca Cola’s vision consists of six P’s:

A] ​ ​People:​ A great organization to work in where employees are motivated and

inspired to be productive every day the best they can (Farhan, 2015).
B] ​Portfolio:​ Quality beverage brands that anticipate and satisfy people 's desires
and needs.
C] ​Partners: ​Together we create mutual, enduring value and cultivate a captivating
network of clients and suppliers.
D] ​Planet:​ Making a difference by assisting developing and support ecological
communities (Farhan, 2015).
E] ​Profit:​ Being aware of our overall accountabilities by increasing long-term return
to shareowners.
F] ​Productivity:​ Be a lean and fast-moving organization and a highly effective.
Coca-Cola organizational vision goes beyond.

2.5​ ​The Future of Coca Cola :

Today there are roughly 1 billion Coca Cola products sold every day. To put this
into perspective, it took the company 22 years to sell its first billion products. Now
this success is being

achieved every day, and it is still growing. Coca Cola’s present distribution system
can handle 15 billion cases of Coca Cola products each year. Its aim for the future is
30 billion cases. According to Ivestor, “never before has this Company been more
perfectly poised for pioneering, with a global system far more capable and far
 19

stronger than just a few short years ago. This is a business in its infancy, a true
growth company with true, incomparable growth opportunities all over this world.
Just name another business with a more popular, affordable product, with a stronger
foothold in more countries, yet with the opportunity to serve almost all of the world’s
nearly 6 billion consumers morning, noon and night.”12 Clearly, there is not one.
Coca Cola is the undisputable leader in its field, and maybe unique in any industry.

There are obvious opportunities to attract even more loyal customers. The great
advantage that Coca Cola has over other

global companies in other industries is that it sells a simple product that just about
anybody can afford. But the company is not happy just to offer a product that people
can buy. What it wants to do is provide real refreshment. Though it might be going
too far, Coca Cola notes that “our products don’t just quench thirst; they provide a
moment of physical and emotional

replenishment that can happen anytime and anywhere. More and more, we’re
learning how to make those simple moments of refreshment special for our
consumers through our brands and promotions.”

❏ ​Coca-Cola​ ​products​ ​name

❖ Kinley water
❖ Limca
❖ Sprite
❖ Diet coke
❖ Minute maid pulpy orange
❖ Maaza
❖ Minute maid nimbu fresh
❖ Minute maid litchi
❖ Minute maid pulpy santra
❖ Limca juicy +Masala
❖ Fanta juicy kinely soda
❖ 7up
❖ Minute maid pulpy mosambi
❖ Minute maid mixed fruit
❖ Etc.
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2.6​ ​Scope of the study :

​Product market scope The Coca-Cola Company, one of the most valuable and
recognizable brands across the globe, is the world’s largest beverage company. This
structure makes up the world’s largest beverage distribution system.The company
creates its own new products and also buys existing companies and continues their
activitiesin addition to traditional, popular and global brands (such as Coca-Cola,
Sprite, Fanta or Schweppes(In the summer of 1999, Coca-Cola acquired all rights to
the trademark Schweppes)), which are known in almost every country of the world,
cocoa-cola portfolio also includes - unique for each individual market. These are
drinks that once lived their “independent” life, are popular with buyers in a certain
region, and then bought by Coca-Cola - and now successfully continue to exist in the
market.

Andoften the consumer does not realize that his favorite drink is now bottled at one
of the factories owned by Coca-Cola.For example:Matte Leao. In 2007, Coca-Cola
acquired Leão, and since then the most popular cold tea in Brazil has been produced
at Coca-Cola's factories in Rio de Janeiro, Rio Grande and Fernandez Pinheiro.Inca
Kola. In 1999, The Coca-Cola Company acquired 50% of the manufacturing
company Corporación Inca Kola Perú S.A. and established with the heirs of Lindley
a joint venture, which is now engaged in bottling the most popular local soda in Peru.

By the way, this step is unique to Coca-Cola: usually such transactions take place in
the form of a full takeover, and the company is engaged in the production of the
brands it has bought back at its own factories. It happened in Ecuador and the USA:
there Inca Kola isbottled at the enterprises of the Coca-Cola System.Lemon &
Paeroa. In the early 1990s, the L & P manufacturer acquired the Coca-Cola Amatil, a
bottler, and since then bottling New Zealand's popular soda pop has been performed
at the Coca-Cola plant in Auckland. In addition, the brand was launched in the UK
and neighboring Australia.Limca. In 1992, Coca-Cola bought the most popular
brands from the owner of Parle Agro. In addition to Limca, in that year the Indian
Coca-Cola portfolio was replenished with such names as Thums Up (analogous to
cola), Maaza (mango-based drink) and Gold Spot (orange-flavored drink).
 21

2.7​ ​SWOT Analysis of Coca-Cola​ :

The following is a SWOT analysis of Coca Cola

❏ ​Coca-Cola Strengths – Internal Strategic Factors

1.Strong brand identity :-​ Coca-Cola is a highly popular brand with a unique brand
identity. Its soft drinks are the most-selling drinks in history.

2.Highest brand equity :-​ Coca-Cola is undoubtedly one of the most renowned
brands with the highest brand equity. It was also awarded ‘highest brand equity
award’ in 2011 by Interbrand.

3.Extended global reach :-​ It is sold in more than 200 countries with 9 billion
servings per day of Company products.Some of these are variations of Coca-Cola
beverage, like Coco Cola Vanilla and Cherry Coca-Cola. Its brands are known to
touch every lifestyle and demography.

4.Greatest brand association and customer loyalty :-​ Coca-Cola is considered

one of US’s most emotionally
-connected brands. This valuable brand is associated with ‘happiness’ and has
strong customer loyalty. Customers can quickly identify their particular taste.

5.Largest Brand Valuation :-​ Coca-Cola is listed as the 3rd Best Global Brand on
Interbrand’s annual ranking. Having an estimated brand value of $79.96 billion, it has
retained the top position for many years.

6.Dominant Market Share :- ​Out of Coca-Cola and Pepsi, the only two largest
manufacturers of soft drinks in the beverage segment, Coca-Cola has the largest
market share. Coke, Sprite, Diet Coke, Fanta, Limca, and Maaza are the highest
growth drivers for Coca-Cola.
 22

7.Acquisitions :- ​Coca-Cola acquired AdeS in 2016. AdeS is the largest soy-based

beverage brand in Latin America. Through this acquisition, Coca-Cola expanded its
ready-to-drink beverage portfolio.

❏ ​Coca-Cola Weaknesses – Internal Strategic Factors

1.Aggressive competition with Pepsi :-​ Pepsi is the biggest rival of Coca-Cola.
Had it not been Pepsi, coca -Cola would have been the clear market leader in the
beverage.
2.Product diversification :-​ Coca-Cola has low product diversification. Where Pepsi
has launched many snacks items like Lays and Kurkure, Coca-Cola is lagging in this
segment. It gives Pepsi leverage over Coca-Cola.

3.Health concerns :- ​Carbonated drinks are one of the major sources of sugar
intake. It results in two grave health issues - obesity and diabetes. Coca-Cola is the
biggest manufacturer of carbonated beverages. Many health experts have prohibited
the use of these soft drinks. It is a controversial issue for the company.

❏ ​Coca-Cola Opportunities – External Strategic Factors

1.Introduce new products and diversify its segments :-​ Coca- Cola has the
opportunity to introduce new offerings in health and food segments just like Pepsi. It
can contribute to their revenue, and they can branch out from carbonated drinks.

2.Increase presence in developing nations :-​ Many regions with hot climate have
the highest consumption for cold drinks. Thus, increasing presence in such locations
can be excellent – Middle Eastern and African countries are a good example.

3.Bring advanced supply chain system :- ​Coca Cola’s business is entirely

dependent upon logistics and supply chain. Transportation costs and fuel prices are
always on the rise.

Thus, coming up with some advanced and improved systems for distribution can be
an opportunity.

4.Packaged drinking water :-​ Coca-Cola owns several packaged drinking water
brands like Kinley. There is a great potential for expansion in this segment for
 23

Coca-Cola. There is an opportunity to expand and bring more healthy drinks in the
market to avoid people’s criticism.

❏ ​Coca-Cola Threats – External Strategic Factors

1.Water usage controversy :-​ Coca-Cola has faced many criticisms over its water
management issue. Many social and environmental groups have claimed that the
company has a vast consumption of water in water-scarce regions.

2.Packaging controversy :-​ Greenpeace censured Coca-Cola in its published

report in 2017 for its use of single-use plastic bottles. It has also been criticized over
its recycling and renewable sources.

3.Direct and indirect competition :-​ Although direct competition from Pepsi is clear
in the market, however, there are many other companies which are indirectly
competing with Coca-Cola. Starbucks, Costa Coffee, Tropicana, Lipton juices, and
Nescafe, are the indirect competitors of Coca-Cola.
 24

​CHAPTER 3

​ TATEMENT
S
AND
 25

​OBJECTIVES

3.1​ ​objectives of the company :

Per Coca-Cola, the company's aims and objectives are to refresh the world, to
inspire moments of optimism and happiness, and to create value and make a
difference. These aims and objectives are centered around a desire to thrive "over
the next ten years and beyond."

Coca-Cola believes that their company has the potential to make the world better. All
company aims, objectives, mission statements, visions and values are built around
that belief. The three core aims and objectives highlight that potential. The first aim
to "refresh the world" highlights a desire for their products to taste refreshing.

Highlighted by their recent "Share a Coke" campaign, Coca-Cola truly does strive to
inspire moments of optimism and happiness. Their commercials and ads are
consistent conversation starters and are designed to bring a smile to the audience's
faces. Regarding the last stated aim to "create value and make a difference,"
Coca-Cola openly encourages recycling of their containers, as well as partners with
well-known charitable organizations.

The two largest charitable organizations that Coca-Cola partners with in order to
fulfill their third objective are the World Wildlife Fund and the International
Foundation of the Red Cross and Red Crescent Societies. Additionally, Coca-Cola is

involved in educational and environmental work in many countries throughout the

world, including Thailand and the Philippines.
 26

The main objective for the coca-cola company are to be globally know as a business
that conduct business responsibility and ethical and to accelerate sustainable growth
to operate in tomorrow world. By having these objective, it forms the foundation for
companies in the decision making process.

​3.2​ ​MISSION, VISION AND VALUES:

❏ ​Mission

The world is changing all around Coca cola. To continue to thrive as a business
over the next ten years and beyond, India company must look ahead, understand
the trends and forces that will shape business in the future and move swiftly to
prepare for what's to come. Coca cola’s must get ready for tomorrow today. That's
what company 2020 Vision is all about. It creates a long-term destination for
business and provides us with a "Road map" for winning together with bottling
partners. Coca Cola’s Mission: The Coca Road map starts with Coca Cola’s mission,
which is enduring. It declares the purpose as a Company and serves as the
standard against which weigh company actions and decisions.

❖ To refresh the world in mind, body and spirit.

❖ To inspire moments of optimism and happiness through
our brands and actions.
❖ To create value and make a difference.

❏ ​Vision

The vision serves as the framework for the Road map and guides every
aspect of company business by describing what they need to accomplish in order to
continue achieving sustainable, quality growth.

❖ ​ eople​ :-​ Be a great place to work where people are

P
inspired to be the best they can be.
❖ ​Portfolio​ :-​ Bring to the world a portfolio of quality
beverage brands that anticipate and satisfy people’s
 27

desires and needs.

❖ ​Partners​ :-​ Nurture a winning network of customers and
suppliers, together to create mutual, enduring value.
❖ ​Planet​ :-​ Be a responsible citizen that makes a
difference by helping build and support sustainable
commodity.
❖ ​Profit​ :- ​Maximize long-term return to share owners
while being mindful of company overall hu responsibilities.
❖ ​Productivity​ :- ​Be a highly effective, lean and fast-moving organization.

❏ ​The Coca Cola Company Values

Our shared values guide our actions and describe how we

behave in the world:

➢ Leadership : ​The courage to shape a better future

➢ Collaboration :​ Leverage collective genius
➢ Integrity : ​Be real
➢ Accountability :​ If it is to be, it's up to me
➢ Passion :​ Committed in heart and mind
➢ Diversity :​ As inclusive as our

❏ ​Focus on the Market

● Focus on needs of consumers, customers and franchise

partners
● Get out into the market and listen, observe and learn
● Possess a world view
● Focus on execution in the marketplace every day
● Be insatiably curious

❏ ​Work Smart
 28

● Act with urgency

● Remain responsive to change
● Have the courage to change course when needed
● Remain constructively discontent
● Work efficiently

3.3​ ​Need of the study

With the liberalisation in India a no of global companies have been coming

forward to invest in India and taping perhaps
and word's biggest growing market. As the floodgates have been opened up for
multinational companies, the global gain Coca-Cola also decided to make an entry
into the Indian market. In India, the per capita consumption of soft drinks is rock
bottom even less than our neighbouring countries Pakistan and Bangladesh, where it
is four time as much.
The last summer of practically sweltering one, with temperature hitting the high
40%in some place yet; bottle were disappring from shelves faster than they could be
replaced. In the Peak season, they found themselves short of capacity and having to
turn around their truck faster and faster to slake the greater-Indian thirst. With growth
rate zooming into the double digit, bottles have been propelled into expanding
capacities. With their big time plans, the multinational have changed the face of this
business, long dominated by small - time businessmen. If demand continues to
increase annually at an average of 20%, then volumes cloud reach billion cases
within ten years.

❏ ​Coca Cola’s CRM Needs

As with most companies that have been around for more than a hundred years,
Coca-Cola has tried and rejected a number of different ways of reaching out to their
customers. In the fast paced world of the Internet, big companies are repeatedly
finding themselves outpaced by smaller businesses that are more able to quickly
adapt to changing demands.Coca-Cola realised that they needed to be more
 29

adaptable, and to be able to scale their business up and down according to the
demands of individual customers – in this case final stage buyers such as small
retailers and fast food servers.

​CHAPTER 4

​ROLE OF THE
 30

​ORGANISATION

​Role
As a part of the summer internship program we have been the
work of visit in market of Coca-Cola company. By various
customers relationship management strategies on the job
learning and feedback. We make sure that everyone who works
with us has the resources they need to learn more and build
their careers - and also to have some firm along the way. We
want Coca-Cola to be a great place to work where people are
inspire and motivated to be the best they can be.

Objectives
 31

❖ ​To study about CRM strategies of Coca-Cola

company
❖ To identify the customers satisfaction towards the
service by Coca-Cola company.
❖ To know about the consumer preference of
Coca-Cola products.
❖ To know with the customers retention of Coca Cola
company

Role during the internship

Health and wellness continues to be a priority of the

consumer, while envolving market dynamics are
changing the way people shop, says Coca-Cola
Hellenic bottling company.

❏ CRM Program

I have the study customer relationship management (CRM)

systems for the Coca-Cola Company exemplifies everything
modern technology can provide. The primary goal for
Coca-Cola in terms of CRM is to keep on track with exemplary
customer focus. Coca-Cola utilizes the SAP CRM system that
 32

aids in existing processes as well as improving new functions to

assist in creating customer satisfaction. The company provides
feedback through email, telephone and instant messages via
the organizations website. Coca-Cola has set up a collaborative
CRM through data analysis in order to augment the sites
capabilities. Sales representatives can contact a lead in the
matter of 24 hours or less. This implementation has established
efficient customer loyalty and has helped in customer retention.

Successful CRM software solution are built around the people

and relationships as in any business, you need to establish
strong relationships with your customers. You as a business
owner connect with the people who need your products or
services. CRM is a strategy and technology that is used to
build stronger relationships between organizations and their
clients.​ ​Today growing businesses manage customer
connections and information in a variety of ways.

➢ C​ RM as Technology​: This is a technology product, often

in the cloud, that teams use to record, report and analyse
interactions between the company and users. This is also
called a CRM system or solution.
➢ ​CRM as a Process:​ Think of this as a system a business
adopts to nurture and manage those relationships.

❏ Customer Relationship Management Strategies for

Business Market
 33

Collaborative customer relationship can be defined as a

relationship-building strategies which is target on strong and
lasting commitment, are especially appropriate for customers.
Coca-Cola is stress in their customer relationship as an
organization. For example, Coca-Cola will corporate closely
with their largest customers in order to build up versatile
relationship.Coca-Cola has refined their collaborative customer
relationship process in three main markets which are Mexico,
Japan and Switzerland. They work with their customers in order
to provide the better-quality beverage selection to every
consumer. For instance, Oxxo which is a convenience store
chain that has 5700 stores in 30 states in Mexico has
recognized the Coca-Cola Mexico’s Collaborative Customer
Relationship program. This program helps Coca-Cola and their
customers to understand the consumer preference. On the
other hand, it enables Coca-Cola to transfer a transactional and
commercial link to a collaborative and multifunctional business
relationship.
Coca-Cola Co in the customer relationship management, then
put forward the improvement strategy of the customer
relationship management of Coca-Cola Company. As a result
of the thesis, a more effective relationship management
strategy for Coca-Cola was worked out to achieve a win-win
between Coca-Cola and customers, meanwhile help Coca-Cola
Co to adhere to the customer as the center, cultivate loyal
customers and provide the best quality service. In addition, the
thesis also emphasized the importance of strengthening
customer relationship management.

❏ Customer Service Policies

 34

The Coca-Cola Company has taken several steps to ensure

customer augmentation and customer retention via the
company website. . It is the goal of the company to respond to
all customer service inquiries made online within 24 hours.
Coca-Cola has revised the company’s privacy policy in
November, 2015 in order to keep customer security up to date.
Also, the company is proud to introduce the Safe Harbor Policy
to help individuals understand the personal information security
involved in all online transactions. In addition, the company
wants to ensure that 100% transparency exists when it comes
to the caloric information contained in Coke products.
Coca-Cola has a strict supplier and partnership policy that is
delineated on the company’s website also. Terms and
conditions are presented before any potential supplier wishes
to approach Coca-Cola.

Website Navigation

Navigation of the Coca-Cola website is clear and succinct as a

proper search query will yield a successful find more times than
not. As mentioned previously, transparency is the goal of the
Coca-Cola Company in all aspects. Customers want a site that
is easy to peruse and simple to discover the target goal of
viewership. The company realizes that and keeps the website
easy to navigate when researching a certain product, inquiry,
etc. Using language that will direct a viewer to what they desire
is all that is needed to navigate the Coca-Cola website.

Customer-Facing Business Processes

 35

The Coca-Cola Company’s customer-face business processes

utilizes a myriad of interfaces that are popular with companies
of today. For example, the firm inserts software programs that
directly correlate with the viewer. This includes applications that
interact with the customer on multiple levels. One way the
company does this is by implementing a help desk process to
assist customers in real time. A 1-800 number is provided via
the website or a customer can simply chat with an online
customer representative. Customer service surveys are sent
on a regular basis to any email left by the website inquirer.

❏ Model for Coca Cola Company

Business strategy of Coca Cola is Think local, act local. The
integration between the local bottlers and delivery to the
customers is crucial to the company’s overall efficiency and
keeping the customers satisfied. Full-service vending, Direct
Store Delivery (DSD), and equipment services are very
important for bottlers’ business operations and profit centres.Â
DSD gather customer information to distributors. With that
specific data they improve cost control in delivering products. Â
They receive request from Sales representatives, Mobile device
and Service staff. With these details the store can respond
easily to the customers and make the process more efficiently.
The RFID gives feedback that benefits research, marketing and
product development. We can improve customer service and
satisfaction using better CRM. Using advance CRM we can get
the required information of the customer. IT system again
 36

collects all the data and analysis them and provide information
to provide a better product that suit the customer needs.
The CRM in Coca Cola also handle customer service support
where you can direct talk to the person in the company for
problem with the product. They have different type of service all
around the world. They provide the customer service not only
through feedback, email and telephone but also through
monitoring and many types of analysis. So by this collaborative
CRM, Coca Cola has provided efficient customer service to
gain customer satisfaction.
Coca Cola was able to continue to grow with the
demands as they were able to provide to their customer needs.
They always focus on to satisfy the customer needs with the
new infrastructure of CRM,ERP and well maintained Sam
system they were able to achieve the goals which they really
needed to satisfy the customers. By this way there were able to
be in the top in the beverage industry. They are still facing a lot
of problem to be in the top position but well maintain CRM will
never lose the position.Coca Cola is trying to take a bigger step
by creating a beverage on the spot for the customer and not to
put it in a vending machine. Customer can select the required
ingredients with a touch screen and we can track the inventory
and the customer favourite product so we can serve the
customer the better. This is a major operational CRM used
attract customer into the company. This is a major step for
Coca Cola but being the leader in beverage they need to take
necessary step and new innovative idea to be in the top
position.

❏ Customers Go Better With Coke

 37

As Coca Cola is working on this kind of strategy by creating a

Fan page and using a better CRM and SCM process they are
able to serve the customer easily and personalizing each
customer needs and providing drink according to their taste.
This kind of promotion can create word of mouth in office and
other entrainment centre where people can take a time out and
have some drink and talk about it in online and provide valuable
feedback. This can create a major buzz in about the product
and help expanding bigger. We can attract new customer with
this kind of CRM strategy and retain the existing customer. We
can also win back the customer by creating personalizing
service.

❏ Coca Cola CRM Case Study

To help businesses decide which CRM system is best for their
company, looking at another company such as Coca-Cola’s
customer relationship tools can be informative.Like many large
businesses, Coca-Cola has to handle its customer relationship
effectively. By using the latest modern technology to help them
handle issues and customer needs, Coca-Cola has formed an
excellent relationship with both customers and future clients.

❏ Finding the Right CRM Solution

Coca-Cola needed to have several elements in their new CRM

system. As noted, one of the most important requirements was
the speed of delivery, and being able to connect to retailers and
distributors throughout the globe quickly.Coca-Cola had tried
several different systems, but found that they were not 100%
able to provide the connection that the company wanted. This
meant that corporate and customer relations managers were
 38

not able to interact with field reps or bottling departments in

time. One of the biggest issues was in the technical and repair
departments, where there were slow sync uptimes, frequent
downtimes, and users were generally dissatisfied with the
service.
Coca-Cola is now able to quickly deal with customer issues
which could otherwise take days to resolve, and describe the
new CRM technology as ‘connecting the dots’. Everybody
within the Coca-Cola team can now see issues as soon as they
occur. Mobile apps can also provide access to customer history
immediately, generate repair and work orders, and send out
field technicians in real time. Using the CRM features globally,
Coca-Cola can monitor customer behaviour, social media and
more general online brand perception, and this can be used
remotely to promote offers and promotions.Coca-Cola is a large
company, but for any businesses that supply to other retailers,
it can be important to use your CRM technology in this manner
to provide the best support.

❏ Consumer preference for Coca-Cola product

1. "A study of factors responsible for brand preference

in fmcg sector”

The purpose of this paper is the study of factors responsible for

brand preference in fmcg products, increasing competition,
more due to globalization, is motivating many companies to
base their strategies almost entirely on building brands. Brand
preference means to compare the different brands and opt for
 39

the most preferred brand. This brand preference is influenced

by various factors.
According to this study many factors were find out for preferring
a brand like, Brand personae, Brand constancy Brand loftiness,
Brand value. In the identification of factors affecting the brand
preference, it was concluded that brand persona is the most
effective factor that affects the brand preference. This brand
persona deals with the personality aspects or the external
attributes of brand, thus it can be said that consumers prefer
any brand by looking at the external attributes of a brand.

2. Colour and flavour rule consumer preferences:​ ​Study

The intensity of colour and the flavour are the key drivers
behind consumer acceptance of beverages, says a new study
involving DANONE. But packaging and labelling are not as
important for winning over consumers, according to findings
published in the journal Food Quality and Preference, The
study involved consumers at different stages of development
and highlights the importance of adopting a “sensory marketing
approach,” said the researchers from French research
organisation Adriant, the University of Rennes 1, DANONE
R&D, and Institute Paul Bouse. “Companies need to
continuously innovate to maintain market leadership,” wrote the
researchers. “When the market is overloaded the challenge
consists in creating innovative products able to attract and
satisfy consumers.” The study also demonstrates the
importance of flavour and colour selection for new products.

3. Bombarding the senses

 40

By choosing to formulate a new beverage, the researchers

noted that the new product would need to be differentiated by
improving the sensory characteristics.Four factors were
identified for the formulation: four colour intensities), three
flavourings, two label types (soft versus hard), and two pack
sizes (standard versus oversize). By using both quantitative
(hedonic testing) and qualitative (focus groups) approaches,
the researchers found that “the main factors which drive
consumer preference for this concept are colour intensity and
flavouring”. Indeed, colour intensity accounted for 43 per cent
and flavour 32 per cent of the consumers’ overall liking. “Pack
size and label type are taken into account by the consumer to a
lesser extend,” they added. “This methodology of a qualitative
screening associated to a conjoint analysis on relevant sensory
attributes has shown good performances to fit consumers’
expectation: it has now to be reproduced, as every brand,
concept and product is a unique combination designed for a
specific consumer group,” concluded the researchers

4. Taste or health: A study on consumer acceptance of

cola drinks

This study examined the relative contributions of taste and

health considerations on consumer liking and purchase intent
of cola drinks. Eight types of commercial cola drinks were
evaluated by 305 adult consumers who also completed a brief
questionnaire on food habits. Data were analyzed using factor
analysis. Results revealed that purchase intent of cola drinks
was strongly related to degree of liking and to several key
sensory attributes including saltiness, drinks flavor and
greasiness. These variables emerged as the first factor in the
 41

analysis, suggesting that consumers perceive these

characteristics as being most important in their choice of cola
drinks. Factor 2 described a health dimension and was related
to respondents' attitudes toward fat in the diet.. These data
suggest that in spite of current concern about reducing dietary
fat, health remains secondary to taste in the selection of cola
drinks for consumers in this population.

5. consumer awareness and consumption pattern of food

products”

This paper aims to investigate the degree of brand awareness

of various food products in relation to background and
education of the household, the consumption pattern of various
food products consumed by respondents in the light of their
areas, income levels and education. a sample of200
respondents comprising 100 form rural area and 100 from
urban area were taken. Data are analyzed with the help of
mean.SD,co –efficient of variance-test and fastest. The finding
of this study reveals that there is low degree of brand
awareness in rural areas, whereas there is a moderate degree
of brand awareness in urban India. The highly educated rural
and urban respondents have high degree of brand awareness
for many food products, and the less educated rural and urban
respondents have low degree of brand awareness for many
food products.

❏ Consumer reviews
 42

The Drink of Happiness Every

person that drinks Coca-Cola enjoys a moment of
refreshment -- and shares an experience that millions of others
have savoured.Coca-Cola is one of the most popular and
well-loved brands in the world and is considered one of the
most successful companies ever.

Coca Cola is probably the most famous

earth and its consumed in huge quantities all around he globe
but its kind of too sweet and has a big amount of sugar added
which makes it equally dangerous if consumed too often which
people probably do now. Sugar implies calories and excess of
sugar is the root cause of most major diseases right from
obesity, heart diseases, diabetes and lot more.Product quality
of coke is good as per the taste buds rate but again the huge
amount of sugar that goes along with it is definitely something
to worry about.Product package is good and the brand does
enough marketing to keep it up.But they should not look just to
profit at the expense of the customers and rather raise some
 43

kind of awareness among the public as to the health concerns

that may arise due to excess consumption so that people at
least start to be cautious
● Coca-Cola is a soft drink. Everyone can take this to their
drink. Lower age to old age person can take this for their
drink. The taste of Coca-Cola is very tasty and refreshing.
It is very cheap price in market. It is starting from 10rs to
80rs in their bottle. Diabetic person can take diet
Coca-Cola. It have no kalori in this drinks. Every party and
wedding we use Coca-Cola for serving drink. In summer
everyday I drink Coca-Cola for summer out.
● Coca colA brand is vary popular bt we didnt know the
secret of it ya its an International Brand bt this such types
of soft drinks that are nothing but its bank of Sugar, or
Artificially Sweetened soda with color.Its better to drink a
glass of water ya its not much attractive but its better.
Thats effects on Kidney because its contain sweet sugar
and other as we know and those who have diabetes
please dont also effects on Teeth and Bones damage also
its a high amount PH level thats decides the acidic nature
of liquid is high.
● The study is based on the satisfaction of Coco-Cola
Company with its customers. A sample survey of 52
respondents was undertaken to find out the satisfaction of
Coco-Cola. . The main objective of the study is to identify
the customer satisfaction towards Coco-Cola drink. The
major findings of the study are majority (66%) say that
coco cola comes to their mind when they think of soft
drinks, 46% of the respondents say that they prefer
200-250 quantity to buy and majority of the respondents
say that Coco-Cola product range is good (60%). Finally
 44

38% of the respondents said that they prefer Coco-Cola

during parties.
 45

​CHAPTER 5

​CHALLENGES

Challenges of coca cola company

 46

During the internship I have face challenge :

When it comes to customer relationship management (CRM)
and moving to the cloud, many business owners walk a line
between confusion and fear. The perceived challenges of CRM
at Coca-Cola Company platforms can be enough to deter from
making the switch at all.The cloud is widely regarded as a vital
part of business in the future.More importantly, we’ll show you
how to overcome these obstacles to ensure your business
thrives with its CRM service.

1.CONVINCING YOUR PEOPLE TO Change :

The people have convince the product is very difficulty because
technology have very fast few. The technology can be
intimidating, but out of all the CRM issues and challenges I
have face, the one that will give the most trouble will be the
people.However, it’s an entirely different ball game when faced
with the task of convincing older staff members to learn how to
use a CRM service and change their ingrained practices. Old
habits die hard!Whereas some people will embrace innovation
and change, others will resist.

2. HANDLING DATA :

The work internship I have face the handling of customers date.

 47

The big customer data have available so difficult to find out the
every customer to need, wants and etc. At the one time is not
possible every customer handle with the service. The customer
data have many people prefer to keep their data on a local
server, so the idea of moving it all to the cloud can be a sticking
point.

3. DEALING WITH THE TIME AND COST OF CRM

IMPLEMENTATION :

If some time the product available of customers at the time is

delivered is not possible.

4. COMMUNICATION :
The ever customer have different regional, so people are
communicate is difficult.

Customer reviews
 48

I am also a children! I also have interest

in drinking beverages! But.First of all, they should be real and
harmless.And coca cola do not have any quality that makes its
presence real! Even at the back of the bottle it is written that it
contain caffeine that ia dangerous to health.

The coca cola is very popular drink in all the

world and it is one of the most old company of cool drinks. This
drink is a very much harmfull for our health.Its taste is nice and
millions of people drink coca cola in summer for refreshment
and while eating food.It contains caffeine which is not good for
health it will affect for bone.
 49

Don't like coca cola flavour from begning because the after
taste is too heavy and it smells too dark. the pacakging is nice

but the quantity and flavour I didnt like it

personally.was bad effect for our body also. even the after taste
is also bad.

Its colour is so heavy and looks like black which is not liked by

the people. Secondly It taste is so heavy in

comparison of otherdrinks. Its does not provide energetic
feeling after drink it. Its not good for health. The quantity of
carbon di oxide is mixed more in this drink.
 50

​ ​CHAPTER 6

​CONCLUSION
​AND
​BIBLIOGRPHY
 51

Conclusion :
​The overview of this case study clearly provides information
that using advance CRM strategy help Coca Cola to achieve
their goal without losing their market. They were able to provide
offers and started some contest online to play and win exiting
prizes. They have created a freestyle vending machine where a
customer can make his own drink from 100 combinations. This
was one of the biggest step for Coca Cola. They were able to
do online promotion in one of the top Social networking site.
There were able to gain the largest number of fans in it. Coca
Cola is able to collect data from vending machine, mobile,
Customer service, online network and provide solution and give
personalized service to the customer. Coca Cola is able to win
back there customer with the new freestyle vending. Coca Cola
is able to manage their top position in beverage with their
advance CRM process.
 52

Bibliography​ ​: