COMPANY

WHICH IS SUCCESSFUL
IN AVOIDING
ENTERING THE
DECLINING STAGE.

BSA 2B
COCA COLA COMPANY
Coca-Cola history began in 1886 when the curiosity of an
Atlanta pharmacist, Dr. John S. Pemberton, led him to create a
distinctive tasting soft drink that could be sold at soda
fountains.
He created a flavored syrup, took it to his neighborhood
pharmacy, where it was mixed carbonated with water. Dr.
Pemberton’s partner is credited with naming the beverage
“Coca-Cola” as well as designing the trademarked, distinct
script, still used today.
 The Coca-Cola Company (NYSE: KO) is the world's largest beverage
company, refreshing consumers with more than 500 still brands.
The company's portfolio features 16 billion-dollar brands including Diet
Coke, Fanta, Sprite, Coke Zero, vitamin water, Powerade, Minute Maid,
Simply, Georgia and Del Valle. Globally, Coca-Cola is the No. 1 provider of
sparkling beverages, ready-to-drink coffees, and juices and juice drinks.

Through the world's largest beverage distribution system, consumers in

more than 200 countries enjoy these beverages everyday.
Coca Cola uses a "Multisegment" targeting strategy which means that
the company has more than a single, well- defined, market segment.

Market segments help the company to improve their products and

services, knowing what their customers need and innovate new sectors.
They market the products selling into different or more than
one market (e.g. Diet coke)
GENERAL MERCHANDISE ASSORTMENT/PRODUCT PORTFOLIO
Carbonated:
· Coca-Cola
· Coca-Cola Life
· Coca-Cola Light
· Coca-Cola Zero
· Sprite
· Sprite Zero
· Royal Tru-Orange
· Royal Tru-Grape
· Royal Tru-Lemon
· Sparkle
· Sarsi
· Cheers
· Pop Cola
· Jaz Cola
· Schweppes (soda water and tonic water)
GENERAL MERCHANDISE ASSORTMENT/PRODUCT PORTFOLIO Non
Carbonated:
· Hi-C
· Minute Maid
· Eight O’Clock (instant juice drink)
· Real Leaf (tea drink) · Powerade
· Samurai (energy drink) · Viva! (mineral water)
· Wilkins (distilled water)
GENERAL MERCHANDISE ASSORTMENT/PRODUCT PORTFOLIO FORMLY
AVAILABLE:

· Barq's
· Sprite Ice
· Lift
· Nestea (ready-to-drink) - under license
· Earth & Sky (tea drink)
· Mello Yello
· Royal (soda water and tonic water)
INTERPRETATION
1. Pepsico: Serious Competition
2. Coca-Cola’sCompetitive Issues
3. Allegations of Racial Discrimination
4. Inflated Earnings Related to Channel
Stuffing
5. Trouble With Distributors
6. Reputation
7. Crisis Situations
8. Contamination Scare
9. International Problems Related to Unions
10. Issues Regarding Water Usage, Pollution,
and Supply Chain Oversight
11. Coca-Cola’s Impact on Health
ACTIONS:
●Healthier lifestyle (sugar challenge) max consumption of
Coca Cola might be harmful to health
●No sugar availability
●Position of product
●Smaller size of packing
●Shopper communication
●Increase in competition (non-alcoholic beverage industry is
highly competitive)
●Plastic bottle waste
 World without waste

METHOD:
●Smart consumer choice
●Easy and efficient recycling
●Breakaway from plastics
●Water scarcity and poor quality
CONCLUSION:
For more than a decade Coca-Cola has been fighting allegations of a lack of
health and safety of its products, unlawful competitive practices, racial
discrimination and employee intimidation, channel stuffing, unfair distributor
treatment, and the pollution and pillaging of natural resources, but under
Neville Isdell and Muhtar Kent’s leadership, the company appears to have
rebounded and has begun to take strides toward improving its image. The
company is focusing more on environmental stewardship, for example.
However, the company’s critics say that Coca-Cola is not doing enough—that
its efforts are merely window dressing to hide its corruption. Case in point:
Although the company claims to have addressed all its issues in India and says
it is making an effort to aid the country’s population, both the government and
the citizens of Kerala maintain that the company has decreased the area’s
groundwater. Shareholder reactions have altered many times over the
company’s history, but the company has retained a large loyal base. The
company hopes that its current leadership is strong enough to move Coca-
Cola past this focus on ethics and into a profitable start to the twenty-first
century.
THANK YOU!