COCA-COLA

SUBMITTED TO: Shashi Kumar (09195)

Prof. Dash Sakshi Malhotra (09182)
Sakshi Singh (09183)
Sunny Kumar (09218)
Ritika Shankar (09
Ruchi Mishra (09
Shraddha Sharma (09203)
 COCA COLA

CEO- Muhtar Kent


INDIA ADVISORY BOARD (IAB)

Mr. Naresh Chandra (Chairman)

General V.P. Malik (Retd)

Mr. Deepak Parekh

 Mission

Everything we do is inspired by our enduring

mission:
 To Refresh the World... in body, mind, and
spirit.
 To Inspire Moments of Optimism... through
our brands and our actions.
 To Create Value and Make a Difference...
everywhere we engage.
 Manifesto For Growth (5 P’s)

 Manifesto represents the beginning of a journey which, will never end. It is

a foundation upon which will build sustainable growth as each and every
member of the Coca-Cola system recognizes and invests in company’s rich
long-term opportunities, while also accepting a renewed responsibility for
meeting its short-term commitments.
 Vision
To achieve sustainable growth, we have established a vision with clear
goals.
 Profit: Maximizing return to shareowners while being mindful of our
overall responsibilities.

 People: Being a great place to work where people are inspired to be

the best they can be.

 Portfolio: Bringing to the world a portfolio of beverage brands that

anticipate and satisfy peoples’ desires and needs.

 Partners: Nurturing a winning network of partners and building

mutual loyalty.

 Planet: Being a responsible global citizen that makes a difference.

 History
 Coca-Cola was invented in May 1886 by Dr.
John S. Pemberton in Atlanta, Georgia.

 The name 'Coca-Cola' was suggested by Dr.

Pemberton's bookkeeper, Frank Robinson. He
kept the name Coca-Cola in the flowing script
that is famous today.
 In 1891, Atlanta entrepreneur Asa G. Candler had
acquired complete ownership of the Coca-Cola business,
whose marketing tactics led Coke to its dominance of the
world soft drink market throughout the 20th century.
Within four years, his merchandising flair helped expand
consumption of Coca-Cola to every state and territory.

 Under Robert W. Woodruff six decades of leadership ,

The Coca-Cola Company took the business to unrivaled
heights of commercial success, making Coca-Cola an
institution the world over.
 The trademark "Coca-Cola" was registered with the U.S.
Patent and Trademark Office in 1893, followed by "Coke"
in 1945. The unique contour bottle, familiar to consumers
everywhere, was granted registration as a trademark by the
U.S. Patent and Trademark Office in 1977, an honor
awarded very few packages.
 Coca-Cola System - Production
 The Coca-Cola formula is The Coca-Cola Company's secret
recipe for Coca-Cola. As a publicity marketing strategy
started by David W. Woodruff, the company presents the
formula as a closely held trade secret known only to a few
employees.

 The actual production and distribution of Coca-Cola follows a

franchising model. The Coca-Cola Company only produces a
syrup concentrate, which it sells to various bottlers throughout
the world who hold Coca-Cola franchises for one or more
geographical areas. The bottlers produce the final drink by
mixing the syrup with filtered water and sugar (or artificial
sweeteners) and then carbonate it before filling it into cans
and bottles, which the bottlers then sell and distribute to retail
stores, vending machines, restaurants and food service
distributors
 The Coca-Cola Company and bottling partners are not one and
the same from a legal or managerial perspective. The Company's
business is focused on creating and marketing brands and
trademarks, while Coca-Cola bottling companies produce and
package the finished beverage products and then sell and
distribute them to retail and wholesale customers.

These bottling partners range from international and publicly

traded businesses to small, family-owned operations. Their
governance and management structures are separate from those of
The Coca-Cola Company.
 The company’s bottling relationships can be divided into
three types:

 Bottlers in which coca cola company have invested and have

a non-controlling ownership interest

 Independently owned bottlers in which the company have no

ownership interest

 Bottlers in which the company have invested and have a

controlling ownership interest
 Suppliers
Suppliers include those business partners who supply system
with materials, including ingredients, packaging and machinery
as well as goods and services. At a minimum, all authorized
and direct suppliers must comply with all applicable laws and
regulations, including those concerning child labor, forced
labor, abuse of labor, freedom of association and collective
bargaining, discrimination, wages and benefits, working hours
and overtime, health and safety, and environmental practices.
 Customers

Customers include large, international chains of retailers

and restaurants, as well as small, independent
businesses. Some of our customers are major
corporations as globally familiar as the name Coca-Cola;
others are the corner market or the local pushcart
vendor.
Competitors
Market share
India
 SWOT ANALYSIS

 STRENGTHS
* Strong brand name
* Co-operate identity
* Global distribution
* Innovation

 WEAKNESSES
* Does not enjoy the number one position in India.
* Advertising was not clear and was misunderstood in
India
 OPPURTUNITIES
* Possible growing demand
* Expansion – Reaching all segments
* Glocalisation
* Catering to Health Conciouness of People

 THREATS
* Competition-Pepsi
* Health Drinks – Fruit Juice Companies