Professional Documents
Culture Documents
1
MGT-
BRAND:- COKE
SUBMITTED TO:
KANIKA JHAMB
SUBMITTED BY:
UDAY PRATAP SINGYH
SE131A20
10804711
INTRODUCTION
Coke , fanta and sprite etc. are brands with whom Coca-Cola is operating.
The Coca-Cola system operates through eight bottlers , four of which majority-
owned by Coca-Cola Beverages.
The Coca-Cola system has nearly 3,000 people working constantly for the company.
Kinley water understands the importance and value of this life giving force.
Water the , a thirst quencher that refreshes, a life giving force that washes all the
toxins away.
Water, the most basic need of life, the very sustenance of life, a celebration of life
itself.
SEGMENTATION
The company does segmentation on the following basis:
OUR FINDINGS
Consumers whose income level is 40,000 and above spend 300 on coca-cola per
week.
Mostly consumers use coca-cola for their personal use and they seek strong taste
from it.
TARGETING
The company's target market is mass audience that wants to purchase quality
products at reasonable prices. Its target market is mass audience regardless of
Urban or Rural areas with high, medium and low SEC.
Our Findings:
POSITIONING
“According to marketing manager coke’s ideal positioning”
ACTUAL POSITIONING
RECOMMENDATIONS
Coca-Cola’s marketing campaigns are successful and they are getting what they
desire.
According to the perceptual map, there is no gap between their ideal positioning
and actual positioning.
They are snatching 3%-4% market share from Pepsi every year. They say after
five years there market share will be 50-50 with PEPSI
The company needs to retain their market share. For this they are already using
intense promotion strategies.
They are now shifting their focus on event sponsorships, and lounges offering
music videos.
The ultimate objectives of our business strategy are to increase volume, expand our
share of worldwide nonalcoholic ready to drink beverages sales, maximize our long-
term cash flows, and create economic value added by improving economic profit.
The Coca Cola system has more than 16 million customers around the world that
sells or serves our products directly to consumers. We keenly focus on enhancing
value for these customers and helping them grow their beverage businesses. We
strive to understand each customer’s business and needs, whether that customer is a
sophisticated retailer in a developed market a kiosk owner in an emerging market.
There are nearly 6 million people in the world who are potential consumers of our
company’s product. Ultimately, our success in achieving our mission depends on our
ability to satisfy more of their beverage consumption demands and our ability to
add value for customers. We achieve this when we place the right products in the
right markets at the right time.
MANAGEMENT:
MARKET SHARE:
Being the biggest company in the soft drink industry, Coca Cola enjoys the largest
market share. This company controls about 59% of the world market.
GLOBAL MARKET SHARE:
Income
6% 5% 5% 5% 4% 4% 18% 9% 70
FINANCIAL REPORT:
This company is financially very strong. It is due to the strong finances, the
company is still surviving the ups and down of the business world. The financial
report of Coca Cola Company of the year 2001 and 2000 along with the percentage
change is as follows.
(Table)
COMPANY STATISTICS:
The statistics of this company is impressive. Since it is operating through out the
world that is why the number of employees and the bottling equipments is highest
among the other bottling companies. There is a constant increase in every aspect
when we compare the statistics of 2001 and the statistics of 2002. This is because;
Coca Cola Company is increasing its volume day by day. The expansion of this
company, which shows the success of Coca Cola brands, results in the percentage
change in the statistics of the two years. The statistics is as follows.
2002ª 2001
Facilities
Production only 25 25
Combination 53 50
Refillable bottles 4% 4%
Capital structure