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Coca-Cola India

Parag Waghode 59 Sunil Natekar 41 Mayur Utekar 58 Sachin Sawant 51 Yogesh Kakade
25 Narendran N 38
Coca-Cola India
Leading player in the Indian beverage market A Fortune 500 company in India (73r
d Position) Coca Cola India with PepsiCo forms “Duopoly” Includes 24 Company-own
ed bottling operations Left India in 1977 having a row with Government Came back
in 1993 & acquired local brands
Objectives of CCI
To increase size of worldwide Coca Cola enterprise To gain 60% of the markets fo
r soft drink industry To achieve a 20% return on capital employed To survive cur
rent market war with competitors To increase awareness of the product on market
Industry Share of CCI
Carbonated Drinks
Fruit Drinks
Packaged Water
Current Market Situation Analysis Product
Price
Place
Promotion
Product Portfolio of CCI
Price & Packaging
LRB (Large size returnable bottle) NRD (Non-returnable/ Disposable bottle) PET (
Plastic Bottle 500 ml) PET (Plastic Bottle 1.5/ 2 liter) CANS (tin pack 330 ml)
SSRB (Standard size returnable bottle)
200ml: Rs. 9 300ml: Rs. 12 500ml: Rs. 22 1000ml: Rs. 38 2000ml: Rs. 55 Can 330ml
: Rs. 20
Promotion
Getting shelves Sale Promotion UTC Scheme Direct/ Indirect Selling Infrastructur
e Advertisement : Moulding attitude of consumer’s behavior. Medium: Print media/
POS material/ TV commercial / Billboards and holdings
Place
Urban Distribution Network
Bottling Plant
Hub
Spoke
Retailer
Consumer
Rural Distribution Network
Events e.g. Olympics, Cricket Matches, Festive Season Tie – Ups: McDonalds
Rural Market: Attractive target
74% of country s population, 41% of its middle class and 58% of its disposable i
ncome Coke experienced 37% growth Vs 24% growth in urban areas. Driven by the la
unch of the Rs. 5 product, per capita consumption doubled between 2001-2003. Thi
s market accounts for 80% of India’s new Coke drinkers
Sales 2009 - 2010
CCI unit case volume rises 31% in Quarter I 2009 CCI Quarter II 2009-2010 Growth
Up By 33%
New Launch
Coca-Cola India to launch energy drink “Burn” CCI unveiled an exclusively design
ed concept car, designed by the ace automobile designer "Dilip Chhabria", to eng
age consumers “Styling of vehicle confirms the brand imagery Association is targ
eted at socially active & adventurous young adults who are always at
an all-time high in their life
Competitor Analysis
Competitor Analysis
Competitors: PepsiCo, Parle Agro Products Pepsi gives tough fight with almost si
milar investment, advertisement, Strategies and Products Parle resurges with ref
reshing drinks as Appy Fizz, Fruity, LMN PepsiCo also has a snack product line i
ncluding Lays, Cheetos and Quaker OAT’s PepsiCo provide carbonated drinks, Fruit
Drinks and Packaged Drinking Water
SWOT Analysis
Extremely recognizable branding Bottling system Brand Ambassadors Improved QC He
avy Investment Reduced consumer purchasing power Issue for health care
Service a large geographic, diverse area Brand recognition Sponsorships
Substitutes Health-consciousness Consumer preferences Stiff Competition
Marketing Strategy of CCI
Differentiated Marketing Deep penetration channel Customer satisfaction Endorsem
ent of celebrities Reasonably priced Consumer connecting advertisements Availabi
lity in every local market
Action Plans
To launch Water conservation Project Coca Cola Trucks go green in Delhi Extensiv
e spending on market research on tastes and preferences of the customers. Coca c
ola Inc. is set to invest Rs. 1000 Crores in India to keep pace with its rival,
PepsiCo Product innovation, product line extensions CSR activities . To save $ 5
00 million by 2011
References
www.coca-colaindia.com www.india-server.com www.researchwikis.com www.agricultur
e-industry-india.com www.magindia.com www.adexindia.com www.domain-b.com
Thank You
THANK YOU

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