THE COCA COLA

COMPANY

Presented by:
Jayant kumar
INTRODUCTION OF THE
COMPANY
 Coca-Cola Company is the world's largest nonalcoholic beverage company.

 President and CEO of Hindustan Coca-Cola Beverages Private Limited: Muhtar Kent.

 Found in 1892

 Coca-Cola Came to India in 1986, then again returned to India in the year 1993 and it went
on to be known as Hindustan Coca-Cola Beverages Private Limited.

 Revenue in FY 2009-2010 is $31 Billion.

 Total Manpower: 92800

 Sold in over 135 countries.

 The Coca-Cola Company owns minority shares in some of its largest franchisees, like
Coca-Cola Enterprises, Coca-Cola Amatil, Coca-Cola Hellenic Bottling Company
(CCHBC) and Coca-Cola FEMSA
OBJECTIVES

 Satisfied customers
 Brand refreshment
 Successful business partners
 Satisfied shareholders
 Increasing gallons share, profit maximization, expand
globally, high productivity.
 Strong production, distribution.
 Market leader in terms of production, marketing
technologies.
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.
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.

Product line
 Coca Cola

 Sprite

 Fanta

 Diet Coke

 Limca

 Maaza

 Thumps up
EXTERNAL ENVIRONMENT FACTORS
AFFECTING GROWTH OF COCA-COLA
 Consumer’s disposable income.

 Inflation

 Demographic factors

 Technological factors

 Rivalry

 Suppliers

 Buyers

 Substitutes

 Potential entrants
MARKETING STRATEGY
Marketing strategy is based on 3 As
 First A- Availability emphasized on the availability of
product to the customers.
 Second A- affordability focused on the product pricing.

 Third A- Acceptability focused on convincing the customer

to buy the product.
PRICING STRATEGY

 It doubled the spend on Doordarshan

 Increased price compliance from 30% to 50% in rural

markets and reduced overall cost by 40%.
 In an effort to make the coke within reach of high potential
market, Coca Cola launched the Accessibility campaign
introducing a new 200 ml bottle smaller than traditional
300 ml bottle ,cutting the price to 7.
 Retail outlets were doubled to 160000 in 2003 increasing
the market penetration fron 13- 25%.
Target market
 Diet Coke: Weight consciousness

 Maaza: Kids and juice loving people

 Sprite: Young people

 Thumps-up: Confident, masculine, adventurous, mature

people
 Fanta : Girls, ladies
ADVERTISEMENT STRATEGY
 The first advertising agency hired by Coca-Cola was Leo Burnett but it failed to
capture the Indian market as an MNC.
 Then it hired Lintas Lowe. Again a failure.

 Presently it is McCann Erickson

In the year 2002 it launched a campaign “Thanda matlab Coca-Cola” and “Paanch
matlab chota Coke”.The word Thanda has universal appeal across India.
 It was bridging the gap between soft drinks and other local options.

 They were actually focusing rural market of India.

 The Cola war actually eliminates the other lesser rivals.

PORTER’S 5 FORCES
 Rivalry among organizations:
prices of Pepsi and local brands.
Market share.
Promotional actions of competitions.
 New Entrants
New look-a-like manufacturers.
 Substitutes products
energy drinks, milk drinks, coffee, beer, water,
smoothies, etc.
 Suppliers
Price and availability of ingredients on world market
Quality, speed, safety, traceability, flexibility of supply chain.
 Buyers and consumers
High as a result of intense competition both among branded and unbranded products
Combined purchase power of shops, bars, supermarkets
Customers include large, international chains of retailers and restaurants, as well as
small, independent businesses.
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.
 OPPORTUNITIES

* Possible growing demand.

* Expansion – Reaching all segments.

* Globalization.

* Catering to Health Consciousness of People.

 THREATS

* Competition-Pepsi.

* Health Drinks – Fruit Juice Companies.

THANK YOU