The study aims at portraying the branding preferences of Coca-Cola brands among the shopping mall and supermarket in-store customers in Chennai. The analysis revealed that customers' preferences can be grouped as meaningful three clusters by employing multivariate statistical data analysis and SPSS ver. 11.5 software. A combination of demographic and critical variables clubbed with their brand preferences helped the company to fine-tune their sales promotion offers and campaigns which in turn rewarded them handsomely. This is one of the early attempts made in India for the multinational companies to undertake the micro-profiling studies from a business school.
What unfolded in front of our disbelieving eyes at the Adelaide Oval over five unforgettable days in the mid second and early third week of December 2003 was quite extraordinary. Watching Sourav Ganguly and his team in the field Sigmund Freud might have ended up in an asylum. The unexpected cloud seeding, the cricketers came up with to make sure to rained on Steve Waugh's farewell was shocking to say at least. Indians drove away the highly regarded guests and turned it into their own bash! The story of Coca-Cola in India is also like Cricket. Entry and exit of Coca-Cola in Indian market was quite unexpected in 1970's and the controversies of pesticide residue in 2003 still a pulsating one for Indians.
Needless to say, Coca-Cola is one of the world's largest beverage companies. As a global leader in the soft drinks industry, the Coca-Cola Company operates in more than 195 companies and employs about 30,000 people worldwide. The company's operations consist of five geographical groups and Indian operations managed through Middle East and Far East group which also monitor company's activities in China, Japan and Australia. Headquarters of this America's most prestigeous company is located at Atlanta, Georgia. Revenue of the company is crossing over 18 billion for the last few years. However, Indian operation is special for them because of the sheer size of the market and also potential it offers to them in the declining world market.
Truly speaking, Coca-Cola Company is widely regarded as a marketing company. This is because its ad slogans are always a trendsetter globally. Just look at how they set the slogans over a period of 100 years. In 1905 it was Coca-Cola revives and sustains, in 1927 it was changed to around the corner from everywhere, in 1963 it was transformed to things go better with Coke and finally in 1996 they setup the present logo, always Coca-Cola. |
