Presented By

Syndicate 5

Anubhav Bhatia PRN: 08020541067

Birendra Manjhi PRN: 08020541072
Kaveri Martolia PRN: 08020541084
Punyasloke Bandyopadhyay PRN:
08020541098
Purva Sharma PRN: 08020541100
 Coca-Cola
• There are 27 different • Some of the other
varieties of coke made brands under the
by Coca-Cola Coca-Cola Company
are:
• First bottle of Coke – Sprite
was sold 120 years – Barq’s Root beer
ago on May 8, 1886 – Dasani
in Atlanta, Georgia. – Dr. Pepper
– Fresca
– Hi-C
– Minute Maid
 Coca-Cola India

• Head Quarters : Gurgaon

• Invested more than US $1 billion in India
• Pledged to invest a further $100 million in its
operations
• 24 Company-owned bottling operations
• 25 franchisee-owned bottling operations
• Jobs (Direct & Indirect) : 150,000
• 33% Growth in Sales in India in 2009
 Comparision

• Market Share : • Market Share :

57.8% 35.6%
• ThumsUp : 12.2% • Pepsi : 13.1%
• Fanta : 12% • Mirinda Orange :
• Sprite : 10.9% 8.9%
• Limca : 10% • Mirinda 7up : 5.8%
• Coke : 8.2% • Mirinda Lime :
0.4%
 Segmentation
• Fashionable Brand Conscious
Customers

• Average Consumers

• Peer pressured Consumers

• Coke Addicts
 Targeting

• The main consumers of this market are

people in the age group of 30 and below
• This can be seen by Coca-Colas advertising
campaigns, which are aimed towards the
young
• Features well known personalities popular to
this age group, ranging from entertainers
such as Aamir Khan, Aishwarya Rai, Hrithik
Roshan
• Rural Markets are a prime target Rs.5 Coke
Targeting Continued……
 Positioning
Coke relies heavily on images of
• Happiness and togetherness
• Tradition
• Nationalism
" Thanda Matlab Coca Cola" -----
People in India generally refers cold
drinks as ‘thanda’.
 Positioning………..
• Sprite – “Sprite Bujhaye Only Pyass
Baki Saab Bakwas”
• Fanta – “ Fanta ka Signal Loud
Bunking is Allowed”
• Limca – “Lime n Lemony Limca”
• Kinley (Mineral Water)
 Pricing
• “Affordability Strategy” introduced
in 2002.
• Pricing 200 ml bottle at Rs.5 and
300 ml bottle at Rs. 8.
• Unprecedented growth rate of
above 40% in 2002.
• Consistent double digit growth since
then.
 Product Mix
• Presence in Multiple segments.
• Carbonated soft drinks (Coke,
Diet Coke,
Fanta ,Thums Up, Sprite &
Limca).
• Fruit juice based drinks
(Maaza,Minute Maid) .
• Powdered soft drinks (Sunfill).
 Product Mix
• A mix of its global brands as well
as the locally
acquired brands like Thums Up,
Limca and
Maaza.
• Beverages in multiple volumes of
200 ml,
300ml,500ml, 1.5 l bottles, tetra
 Promotion
• Intensive brand-building
programme.
• Using local insights to build
powerful connect
for its brands.
• Roping in a host of cricketers
and Indian
 Place
• Extensive rural and urban
distribution
network.
• Hub and spoke format distribution
network.

Rural Areas

Urban Areas
THANK YOU