COCA COLA

COCA COLA
Presented To: Presented By:
Dr.S.M Dash Ragiv Jalan 09162
Rahul Gupta 09163
Rahul Sharma 09164
Saurabh
Srivastav09189
Sonu Sharma 09217
Vikas Darbari 09237
09/06/10
 COCA COLA
The Coca-Cola Company is the world's largest beverage
company, largest manufacturer, distributor and marketer of
non-alcoholic beverage.
It was invented by pharmacist John Stith Pemberton in
1886.
Coca-Cola currently offers nearly 400 brands in over
200countries or territories.
The Coca-Cola Company is headquartered in Atlanta,
Georgia.
Its current chairman and CEO is Muhtar Ken.
 MISSION
It declares the purpose of the company and serves as the
standard against which actions and decisions are
weighed.
• To refresh the world.
• To inspire moments of optimism and happiness.
• To create value and make a difference.
 VISION
It serves as the framework and guides every aspect of the business.
 People: Be a great place to work where people are inspired to be the
best they can be.
 Portfolio: Bring to the world a portfolio of quality beverage brands
that anticipate and satisfy people's desires and needs.
 Partners: Nurture a winning network of customers and suppliers,
together to create mutual, enduring value.
 Planet: Be a responsible citizen that makes a difference by helping
build and support sustainable communities.
 Profit: Maximize long-term return to shareowners while being mindful
of overall responsibilities.
 Productivity: Be a highly effective, lean and fast-moving organization.
 REWARDS
The four key rewards that company seeks are:-
Satisfied customers who return again and again to the
brands for refreshment.
Profitable communities around the world where its an
economic contributor and welcomed guest.
Successful business partners.
Shareholders who are building value through the
power of the Cola-cola system.
EXTERNAL ENVIRONMENT
DEMOGRAPHIC/SOCIAL:- Consumption of soft
drinks is inversely correlated with person’s age.
TECHNOLOGICAL:- Ease of travel and
increasingly sophisticated drive this phenomenon.
RIVALRY:- Advertising, sales promotional
programs, products innovation, new packaging, new
vending, brand and trademark developments are
important competitive factors.
PEPSI is one of the largest rival.
SUPPLIERS:- The principle raw material is aspartame
which is available from numerous domestic sources.
Coke managers have long held power over sugar suppliers.

BUYERS:- Individual consumers are the ultimate buyers.

Local bottlers who are franchised or are owned are the
buyers.
Important channels are supermarkets, fountain sales and
vending.
THREAT OF SUBSTITUTES:- Several beverages
are available as substitutes for soft drinks.
Citrus beverages and fruit juices are the popular
substitutes.

THREAT OF POTENTIAL ENTRANTS:-

Potential entry by new players is quite low.
Health drinks are potential entrants.
SEGMENTATION
Fashionable Brand Conscious Customers

Average Consumers

Peer pressured Consumers

Coke Addicts
 TARGETING
The main consumer of this market are people in the
age group of 30 or 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
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’.
“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).
• Coffee and tea (Georgia).
• Bottled water (Kinley) and bottled soda (Kinley Soda).
 PRODUCT MIX
• A mix of its global brands as well as the locally .
• Beverages in multiple volumes of 200 ml,
 300ml,500ml, 1.5 ltr bottles, tetra packs as well as through
vendors (fountain machines).
 PROMOTION
• Intensive brand-building programme.
• Using local insights to build powerful connect
 for its brands.
• Roping in a host of cricketers and Indian movie stars to
endorse its products.
• Creating a distinct identity for each of its flagship brands
 PLACE
• Extensive rural and urban distribution network.
• Hub and spoke format distribution network.
THANK YOU