PROJECT ON COCA COLA

COMPANY








Done By Piyush Agarwal
MBA 1
st
Semester
Roll No-11







Introduction

Coca Cola Company is an American multinational beverage corporation and manufacturer,
retailer and marketer of non-alcoholic beverage concentrates and syrups, which is
headquartered in Atlanta, Georgia.

The company is best known for its flagship product Coca-Cola, invented in 1886 by
pharmacist John Stith Pemberton in Columbus, Georgia. The Coca-Cola formula and brand
was bought in 1889 by Asa Griggs Candler (December 30, 1851 - March 12, 1929), who
incorporated The Coca-Cola Company in 1892.
Besides its namesake Coca-Cola beverage, Coca-Cola currently offers more than 500 brands
in over 200 countries or territories and serves over 1.7 billion servings each day. The
company operates a franchised distribution system dating from 1889 where The Coca-Cola
Company only produces syrup concentrate which is then sold to various bottlers throughout
the world who hold an exclusive territory. The Coca-Cola Company owns its anchor
bottler in North America, Coca-Cola Refreshments.
It is currently headed by Mukhtar Kent who is currently the CEO and Chairman of the
company.













History

It was 1886, and in New York Harbor, workers were constructing the Statue of Liberty. Eight
hundred miles away, another great American symbol was about to be unveiled.

Like many people who change history, John Pemberton, an Atlanta pharmacist, was inspired
by simple curiosity. One afternoon, he stirred up a fragrant, caramel-colored liquid and, when
it was done, he carried it a few doors down to Jacobs' Pharmacy. Here, the mixture was
combined with carbonated water and sampled by customers who all agreed -- this new drink
was something special. So Jacobs' Pharmacy put it on sale for five cents a glass.

Pemberton's bookkeeper, Frank Robinson, named the mixture Coca-Cola, and wrote it out
in his distinct script. To this day, Coca-Cola is written the same way. In the first year,
Pemberton sold just 9 glasses of Coca-Cola a day.

A century later, The Coca-Cola Company has produced more than 10 billion gallons of syrup.
Unfortunately for Pemberton, he died in 1888 without realizing the success of the beverage
he had created.

Over the course of three years, 1888-1891, Atlanta businessman Asa Griggs Candler secured
rights to the business for a total of about $2,300. Candler became the Company's first
president, and the first to bring real vision to the business and the brand.









Board Of Directors

Muhtar Kent
Herbert A. Allen
Ronald W. Allen
Howard G. Buffett
Richard M. Daley
Barry Diller
Helene D. Gayle
Evan G. Greenberg
Alexis M. Herman
Robert A. Kotick
Maria Elena Lagomasino
Donald F. McHenry
Sam Nunn
James D. Robinson III
Peter V. Ueberroth
Jacob Wallenberg














Mission
To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.

Vision
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 we 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 our overall
responsibilities.
Productivity: Be a highly effective, lean and fast-moving organization.












Products
Coca Cola
Coca-Cola is the most popular and biggest-selling soft drink in history, as well as the
best-known product in the world.
On May 8, 2011, Coca-Cola marks its 125th anniversary. Created in 1886 in Atlanta,
Georgia, by an American druggist Dr. John S. Pemberton, Coca-Cola was first offered as a
fountain beverage at Jacob's Pharmacy by mixing Coca-Cola syrup with carbonated water.
Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was
being sold in every state and territory in the United States. In 1899, The Coca-Cola Company
began its franchised bottling operations in the United States.
Today, Coca-Cola is available in every part of the world.

Thumbs-Up
It is a best-selling brand of cola in India, where its red thumbs up logo is common. It
was introduced in 1977. It gained worldwide acceptance
The brand was bought out by Coca-Cola who re-launched it in order to compete
against Pepsi. As of February 2012, Thumbs up is the leader in the cola segment in India,
commanding approximately 42% market share and overall 15% market share in the Indian
aerated waters market.

Limca
This thirst-quenching beverage features a fresh, light lemon-lime taste and fun-loving
attitude. It's a home-grown non alcoholic beverage, where it was acquired by The Coca-Cola
Company in 1993.
Limca has a strong brand image among young adults.

Fanta
Available in Europe since the 1940s, Fanta was introduced in the United States in
1960. Consumers around the world, particularly teens, fondly associated Fanta with
happiness and special times with friends and family.
This positive imagery is driven by the brand's fun, playful personality, which goes
hand in hand with its bright colour, bold fruit taste and tingly carbonation..

Sprite
Introduced in 1961, Sprite is the world's leading lemon-lime flavored soft drink.
Sprite is sold in more than 190 countries and ranks as the No. 4 soft drink worldwide, with a
strong appeal to young people.

Millions of people enjoy Sprite because of its crisp, clean taste that really quenches the thirst.
But Sprite also has an honest, straightforward attitude that sets it apart from other soft drinks.
Sprite brand appeal is to encourage the customer, to be true to who you are and to
quench the thirst.

Diet Coke
Diet Coke was born in 1982 and quickly became the No. 1 sugar-free drink in diet-
conscious America. Known as Coca-Cola light in some countries, it's now the No. 3 soft
drink in the world.
Diet Coke is the drink for people who want no calories, but plenty of taste.

Kinley Soda
Kinley is a carbonated water that comes in wide array of variants such as tonic, bitter
lemon, club soda and a myriad of fruit flavors.
Kinley Water
It is high quality packaged drinking water, with added minerals. It is generally
popular among adults.
Maaza
It is a mango juice with added calcium, popular esspecially among the kids.

Minute Maid Pulpy Orange
Minute Maid has been making orange juice for over 50 years and has a heritage of
innovation, quality and nutrition.

Maid has the longest history of marketing orange juice with calcium, and was the first to
nationally launch orange juice with calcium plus vitamin D, low acid orange juice, orange
juice with vitamins C and E plus Zinc, and orange juice with naturally sourced plant sterols.

Minute Maid Nimbu Fresh
Minute Maid Nimbu Fresh is both refreshing and fun! All flavors are made with real
fruit juice from concentrate, pure filtered water, and other all-natural ingredients. They are
available frozen or chilled.








Competitors
The competitors mainly lie in the non-alcholic beverage sector consisting of juices
and soft drinks.
They consist of mainly:

Pepsi Co
The PepsiCo is the main archrival of the the Coca-Cola Company. Both the
companys engage in years of battle to avoid the No.2 spot in the non-alcholic beverage
industry . The company's soft drinks include Pepsi, Mountain Dew and Slice.
Cola is not the company's only beverage; PepsiCo sells Tropicana orange juice
brands, Gatorade sports drink, and Aquafina water. PepsiCo also sells Dole juices and Lipton
ready-to-drink tea. PepsiCo and Coca-Cola hold together, a market share of 95% out of
which 60.8% is held by Coca-Cola and the rest belongs to Pepsi.

Nestle
It is not as competitive as PepsiCo is to Coca-Cola, as it mainly deals with milk
products, Baby foods and Chocolates. But the iced tea that is Nestea which has been
introduced into the market by Nestle provides a considerable amount of competition to
the products of the Company.
Iced tea is one of the closest substitutes to the Colas as it is a thirst quencher and it is
healthier when compared to fizz drinks. The flavored milk products also have become
substitutes to the products of the company due to growing health awareness among people.




Dabur
Dabur in India, is one of the most trusted brands as it has been operating ever since
times and people have laid all their trust in the Company and the products of the
Company. Apart from food products, Dabur has introduced into the market Real Juice
which is packaged fresh fruit juice.
These products give a strong competition to Maaza and the latest product
Minute Maid Pulpy Orange.

Parle Agro, Godrej and Bisleri
On local levels these three pose a great threat to the products of the Coca Cola
Company. Parles Frooti, Godrejs Jumpin, and Bisleris Water are hampering the sales
of Coca-Colas products on lower margins.













Feedback
The company has been criticised for its products which has a negative impact on the human
health. There have also been accusations that its manufacturing facilities dump effluents in
water bodies, thereby damaging the environment.
For the company to improve its reputation are, adopting eco-friendly technology in
manufacturing plants. For example water treatment machinery and electrostatic
precipitator for breaking down harmful substances.
The company should also strengthen is focus in research and development to create health
drinks brands as well to strengthen the brand image.