Professional Documents
Culture Documents
Presented By:: Shubham Kakkar
Presented By:: Shubham Kakkar
Presented By:
Aishwarya Jain
Payal Jain
Bhawna Gandhi
Shubham Kakkar
Contents:
i. Brief Introduction of Marketing Plan
i. Objectives of Marketing Plan
ii. Mission statement of Coco- cola
iii. Objectives of marketing plan
iv. Execution summary
v. Market share
vi. Objectives of the company
vii. Current market situation in India
viii. SWOT Analysis
ix. Marketing strategy – Marketing mix
x. Implementation
xi. Budgets
xii. Issues and initiatives
xiii. Suggestions
Introduction of the Company
•Founded in 1892 after the formula was invented by
Pharmacist John S. Pemberton
•Headquartered at Atlanta, Georgia-USA
•Currently offers more than 500 brands in over 200 countries
•Provides 1.7 billion servings a day
•Of this Coca Cola(Coke) accounts for nearly 78%
•Sales distributed as follows: 42%(USA), 38%(Mexico, India,
Brazil, Japan and China), 20%(Rest of the World)
10
6
unit sale in billions
4
0
1971 1981 1991 2002
•Not No 1 In India
•Market Share
•Sales In India
•Pesticide Controversy
SWOT Analysis of Company
Opportunities:
•Developing A Global Brand
•Sufficient Capital
•Has A Potential
•Merge
SWOT Analysis of Company
Threats:
•Competition Pepsi
•Substituted
•Pesticide Matter
•Change Of Taste
Marketing Strategy
Marketing Mix:
Product: •Product Line
•Quality
•Brand Name
•Logo
•Packaging
• The product range of Coca-Cola includes:
– Coca-Cola,
– Coca-Cola classic,
– caffeine free Coca-Cola,
– diet Coke
– caffeine free diet Coke,
– diet Coke with lemon
– Vanilla Coke,
– diet Vanilla Coke,
– Cherry Coke,
– diet Cherry Coke,
– Fanta brand soft drinks,
– Sprite,
– diet Sprite
– Sprite Remix
• Product Lifecycle of Coke:
• Product life cycle has four phases
• 1. Introduction
COCA-COLA
• 2. Growth
• 3. Maturity
• 4. Decline.
• The markets where Coke is a dominant player are United
States of America, Europe and Asia, Africa. There is a vast
difference in terms of above given phases for example, in
U.S.A & Europe it has reached maturity stage where it
can’t expand its market more but if we consider Asia, it is
still in the growth phase.
•Psychological Pricing
•Penetration Method
• Like any company who has successfully endured a century of
existence, Coca- Cola has had to remain tremendously fluent with
their pricing strategy. They have had the privilege of a worthy
competitor constantly driving them to be smarter, faster, and
better. A quote from Pepsi Co's CEO "The more successful they
are, the sharper we have to be. If the Coca-Cola Company didn't
exist, we'd pray for someone to invent them." states it simply. The
relationship between Coca-Cola & Pepsi is a healthy one that each
corporation has learned to appreciate.
•Print Advertisements
•Radio Advertisements
• .
Implementation-Brand Localization
Strategy
India A(4%):“Life Ho To Aisi”
•This segment sought social bonding as a need and responded
to inspirational messages, celebrating the benefits of their
increasing social and economic freedoms.
Return on Equity:30.9%
Return on Assets:15.1%
Return on Invested Capital:25.1%
Gross Profit Margin:68.4%
Issues and Initiatives in India
•Groundwater Depletion
– The Issue: Several droughts in a number of villages in
Kerala and Uttar Pradesh where the plants operated
were linked as a possible cause due to the large usage
of water for production.
– The Initiatives:
• Reduce
• Recycle
• Replenish
– The Results:
• Water usage ratio reduced by more than 25% from
2004-2009
• Waste water treated to a level to support aquatic life
• Rainwater harvesting potential equal to 93% of ground
water used.
Issues and Initiatives in India
•The Pesticide Controversy:
– The Issue: in 2006, CSE established that Coke had 25 times the
pesticide residue than found in 2003 which posed health risks, which
also resulted in a 11% drop in sales.
– The Initiative via Advertisements.
Initiatives in India
Suggestions