PRESENTATION STRUCTURE

 Introduction
 Company Profile
 The New Product: ‘Organic Coke’
 Situation Analysis and audit of Current Strategy
 SWOT Analysis
 Primary and Secondary research techniques
INTRODUCTION

 This presentation aims to reinforce the Coca-Cola Company’s

status as a leader in innovation and successful product launches.
The launch of ‘Organic Coke’ helps to achieve the company’s
strategic goals and objectives which are as follows:
 Create strong consumer awareness for ‘Organic Coke’ through
the 4P’s;
 Become the market leader in the functional drinks segment
through sizeable market shares;
 Reinforce the company’s title of market leader in product
innovation and successful product launches
COMPANY PROFILE

 The Coca-Cola Company was founded in 1886 with

Headquarters in midtown Atlanta, Georgia
 Manufactures and sells concentrates, beverage bases and
syrups to bottling operations
 Its top brands are Coca-Cola, Diet Coke, Sprite and
Fanta. It currently operates in over 200 countries and
markets more than 2,800 beverage products.
 
COMPANY PROFILE
 Coca-Cola Company owns the brands and
 is responsible for consumer marketing initiatives.
The company is committed to benefitting and
refreshing everyone it reaches- averaging a rate
of 1.5 billion servings a day consumed.
THE NEW PRODUCT: ‘ORGANIC COKE’

 The ‘Organic Coke’ is classified as a

functional drink, a sub-segment of soft drinks
in the Food and Beverage Industry. Over the
years Coca-Cola had introduced several coke
by-products such as the Diet Coke, Cherry
Coke, Caffeine-Free Coke, Classic Coke,
Vanilla Coke, Coca-Cola Orange, Coke Zero,
Coke Black Cherry Vanilla and many more.
THE NEW PRODUCT: ‘ORGANIC COKE’

 The organic coke is a novel idea introduced to

further consolidate Coca-Cola’s commitment to
manufacturing and producing healthy products
which will bring an entirely new experience to
consumers. The product will be void of all the
chemically engineered additives, as was the case
when Coca-Cola was originally marketed as a
health drink.
SITUATION ANALYSIS AND AUDIT OF
CURRENT STRATEGY
 Trends: In recent times, while the food and beverage
industry has experienced an increase in value, the
volume sales of carbonated soft drinks are reducing
drastically. This is as a result of consumers increased
awareness and sensitisation to the benefits of healthier
drinks
 Profitability and future growth potential: While the
functional drinks sector only accounts for 3.7% of the
total soft drinks sales in 2004, estimates are forecasted a
growth of 7.3% in sales and 11.0% in volume
consumption by 2009. [Source Wikipedia]
SWOT ANALYSIS

 Strengths: Strong brand name; effective

distribution channels.
 Weaknesses: Heavy reliance on product line
extension and carbonated drinks.
 Opportunities: Attraction to existing and potential
global partners.
 Threats: Free trade and stiff competition.
 
PRIMARY AND SECONDARY RESEARCH TECHNIQUES:

 Market research is usually carried out for two

primary reasons;
 To validate a hunch, or a directive from top
management; and
 To find new business opportunities.

 Who will buy this drink? How do they prefer to buy

it? How often do they buy this type of drink? What
do customers require? What price will they pay?
PRIMARY AND SECONDARY RESEARCH TECHNIQUES:

 Both primary research and secondary techniques

have been used.
 The primary research techniques used were
surveys and questionnaires taken in high schools
and university campuses and on the streets.
Online surveys were also used.
 Secondary research techniques also known as
Quantitative Market Research were also used. The
internet, reports of Coca-Cola were very useful.
 Marketing Mix

Pricing: 3 areas
considered;
1.Consumer demands;
2.Potential substitutes;
and
3.The product life cycle.
MARKETING MIX

 Product: the ‘Organic Coke’ is a functional

drink void of chemically engineered additives.
 Trade name; Organic Coke, a Coca-Cola
product
 Branding; prominent and bright colourful
combination of green and red can drink
 Brand equity; Coca-Cola provides a
consistent, quality, innovative and inspiring
drink
MARKETING MIX

 Promotions;
 To win market share over our main functional
drink competitor and market leader PepsiCo;
 To propagate strong awareness about ‘Organic
Coke’ among the young adult as well as older
adults
 Advertising message: “ Be Brave, Be
Optimistic, Be Different, Be Young, Take care
of your BODY, Drink Organic Coke”
MARKETING MIX

 Place; this would include supermarkets,

convenience stores, direct sales, vending
machines, discount stores, independent food
stores, multiple grocers.
PESTEL ANALYSIS

 Political: Political instability in turn affects the

economy
 Economic; presently on recovery, demand should
grow
 Social; disposable income, social lifestyle
 Technology; advancement leads to innovative
products
 Ecological
 Legal