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Coke Pop Tien

Coke Pop Tien

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Published by: Ba Tien Nguyen on Apr 23, 2011
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OVERVIEW & FINDING

History
Coca Cola International Type of the company: Public Website: http://www.cocacola.com Employees: 92800 (2010)

The Coca-Cola Company traces it¶s beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead, secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company. (LONNIE, 2003) The Coca-Cola bottling system continued to operate as independent, local businesses until the early 1980s when bottling franchises began to consolidate. In 1986, The Coca-Cola Company merged some of its company-owned operations with two large ownership groups that were for sale, the John T. Lupton franchises and BCI Holding Corporation's bottling holdings, to form Coca-Cola Enterprises Inc. The Company offered its stock to the public on November 21, 1986, at a splitadjusted price of $5.50 a share. On an annual basis, total unit case sales were 880,000 in 1986. (LONNIE, 2003) In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company, again helping accelerate bottler consolidation. As part of the merger, the senior management team of Johnston assumed responsibility for managing the Company, and began a dramatic, successful restructuring in 1992.Unit case sales had climbed to 1.4 billion, and total revenues were $5 billion.(LONNIE, 2003)

His most popular creation was a unique mixture of carbonated water. convincing him to form a company and market the new beverage. Two major brands ³Coke´ and ³Pepsi´ also have brand names. the young generation is the target market of Coke because they want to represent Coke with the youth and energy but they also consider about the old people they take then as a co-target market. 1980) Target Market Coke¶s commercials basically based on young generations.S. Caleb decided to rename it ³Pepsi-Cola. he would have to turn it into a gathering place.pepsi. An official patent was awarded on June 16. Sales of Pepsi-Cola started to grow.000 (2010) Caleb Bradham knew that to keep people returning to his pharmacy. (RONALD. But soon Caleb recognized that a greater opportunity existed²to bottle Pepsi-Cola so that people everywhere could enjoy it. and applied to the U. kola nuts. At first. named ³Brad¶s Drink´ by his customers. he had a soda fountain in his drugstore. people can distinguish between brands. Patent Office for a trademark. 1903. he mixed the syrup himself and sold it exclusively through soda fountains. In 1902.´ and advertised his new soft drink to enthusiastic customers. So. (Harvey. he launched the Pepsi-Cola Company in the back room of his pharmacy. where he served his customers refreshing drinks that he created himself.2007) Brand Differentiation Now different companies have got different brand names. So. vanilla and rare oils.com Employees: 203.Pepsi International Type of the company: Public Website: http://www. Like many pharmacists at the turn of the century. .

Consumers have interest in both brands. (WARREN. 2008) SWOT Analysis Opportunity For Coke and Pepsi have more opportunity to introduce new brands in different taste.Coke and Pepsi have almost world culture and some new strategy they can easily capture the market. Because they believe in the togetherness. Now the consumers know the Name of Coke.y Coca Cola¶s Brand Coca cola is ³US´ brand. Then they compete brands with each other. which is the most popular after the word ³ok´. These both brand Coke and Pepsi have very strong brand. being people together and friends are being together. they believe that RC Cola. because Coke is the name. Like they compete Coke with Pepsi and Sprite with 7up and team . So people can better differentiate brands with each other. In contrast to Coke they believe on individual struggle. Coke and Pepsi have focus on customer segmentation.They can easily search new segment for their products. But Coca Cola thinks in a different way. Franchise system is the best way to . and each new brand have market value very strong then other. Coca Cola strongly believes that Pakistani temperament is ³US´ not ³ME´ . even they take water and tea as their competitors. new coming AMRAT Cola. for each segment they can easily serve. Major Competitors Consumers firstly decide that they are going to have a soft drink. They use the temperament of ³ME´.So the major competitor of Coke is Pepsi. and all juices. y Pepsi¶s Brand Pepsi¶s brand is basically is basically ³ME´ branded. When they motivate to any other brand or on Coke it¶s in instinct basically that based on messages derive certain feelings.

9% during 2005-2010. in Hong Kong. Segmentation proved very easily approach for their targeted customers. reappointed Coca-Cola China Industries (CCCIL). . slightly sweetened refreshment drink) segment is growing by about $10 billion annually.search new segmentation. Stronger international operations increase the company¶s capacity to penetrate international markets and also gives it an opportunity to diversity its revenue stream. Coca Cola Coca-Cola has been aggressively adopting the inorganic growth path.6 billion units by the end of 2010.6 billion in 2008. During 2008. a bottling company in South Africa. Coca-Cola acquired a controlling shareholding in KBL. the revenue of flavored water (water-based. These also give CocaCola an opportunity for growth. its bottling joint venture with the Kerry Group. Coca-Cola also made acquisitions in Australia and New Zealand during 2008. In the bottled water market. through new product launch or greater penetration of existing markets. a. its acquisitions included Kerry Beverages. This represents a CAGR of 6. The market for bottled water in the US generated revenues of about $15. Coca-Cola has also acquired a 100% interest in TJC Holdings. The acquisition extended Coca-Cola¶s control over manufacturing and distribution joint ventures in nine Chinese provinces. Growing bottled water market Bottled water is one of the fastest-growing segments in the world¶s food and beverage market owing to increasing health concerns. Coca-Cola could leverage its strong position in the bottled water segment to take advantage of growing demand for flavored water.3 billion by the end of 2010. The market's consumption volume is expected to rise to 38. In terms of value. The company¶s Dasani brand water is the third best-selling bottled water in the US. Market consumption volumes were estimated to be 30 billion liters in 2008. These acquisitions strengthened Coca-Cola¶s international operations. which have very strong segment? And how can they serve in those segments. the bottled water market is forecast to reach $19. In Germany the company acquired Apollinaris which sells sparkling and still mineral water in Germany. (KBL). which was subsequently.

Doritos tortilla chips. Tostitos tortilla chips. the Hispanic population will reach 60 million or almost 18% of the total US population. As a result. PepsiCo invest $1. These recent initiatives will enable PepsiCo to adjust to the changing lifestyles of its consumers.a 55% increase over 2003 levels. they have become more important to marketers than ever before. 000 million in China. about 11.Growing Hispanic population in US Hispanics are growing rapidly both in number and economic power. The company can benefit from an expanding Hispanic population in the US. Fritos corn chips. The US Census estimates that by 2020. Sun Chips multigrain snacks. Nielsen Media Research estimates that the buying power of Hispanics will exceed $1 trillion by 2008.6 million US households were estimated to be Hispanic. It continues to broaden its product base by introducing TrueNorth Nut Snacks and increasing its Lipton Tea venture with Unilever. This translates into a Hispanic population of about 42 million. PepsiCo is positioned well to capitalize on the growing bottle water market which is projected to be worth over $24 million by 2012. Products such as Aquafina. which would translate into higher consumption of Coca-Cola products and higher revenues for the company. Rold Gold pretzels. b. Coca-Cola has extensive operations and an extensive product portfolio in the US. In 2006.PepsiCo products such as. Ruffles potato chips. dependency on US markets by acquiring Russia¶s leading Juice Company. and Propel are well established products and in a position to ride the upward crest. Lebedyansky. Santitas are also benefiting from . In addition they plans on major capital initiatives in Brazil and Mexico. The economic influence of Hispanics is growing even faster than their population. and V Wwater in the United Kingdom. Pepsi Co PepsiCo is seeking to address one of its potential weaknesses. and a $500 million in India. Cheetos cheese flavored snacks. Both initiatives are part of its expansion into international markets and a lessening of its dependence on US sales.

Now young generation has a trend to drink a coke 2 regular bottles at same time. Marketing team should try to increase the availability of Coke in rural areas. Recommendations After completing our project we have concluded some recommendation for the coca cola company. Coca Cola Company should try to emphasis more on providing their infrastructure in the market to facilitate their customers. They should also focus the old people. which are following. .a growing savory snack market which is projected to grow as much as 27% by 2013. According to the survey. So for this coca cola company should produce their product according to the local demand. conducted by the international firm some people like little bit sweeter cola drink. representing an increase of $28 million. so providing more satisfaction to them company should introduce ½ liter disposable bottle.

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