Coca Cola – IMC Report

Submitted by :-

Deepen Upadhyaya,

Sec - A, Roll No – 15

Sem – I
 Introduction

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.
 History

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.
 Company Overview

Type Soft Drink (Cola)

Manufacturer The Coca- Cola Company
Founder (s) John S. Pemberton
Country of Origin United States
Introduced 1886
Area Served Over 200 countries
Color Caramel E-150d
Flavors Cola, Cola Green Tea, Cola Lemon, Cola
Lemon Lime, Cola Lime, Cola Orange and
Cola Raspberry.
Employees 92,400
Servings per Day 1.6 Billion
Website www.coca-cola.com
•A leading manufacturer, distributor and marketer of non-alcoholic beverage concentrates & syrups
•The company owns or licenses more than 500 brands in 200 country.
•The company is headquartered in Atlanta, Georgia
 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.

 MISSION

• To refresh the world in body, mind and spirit

• To inspire moments of optimism through our brands and our actions
• To create value and make a difference everywhere we engage.

VALUES

 Leadership: The courage to shape a better future

 Collaboration: Leverage collective genius
 Integrity: Be real
 Accountability: If it is to be, it's up to me
 Passion: Committed in heart and mind
 Diversity: As inclusive as our brands
 Quality: What we do, we do well
 SWOT ANALYSIS

STRENGTHS WEAKNESS

•Global presence
•Many variants.
•Brand awareness •Negative publicity
•Logo famous •Low profits in strong
•Strong marketing areas
and advertising •Decline in cash flow
OPPORTUNITIES •Supply is restricted THREATS

•Aggressive •Intense competition

acquisitions •Slowdown in rural
•Increase in demand •Demand
for bottled water •Negative health effect
•Growth of •Soda Fountains.
Hispanics
 Competition
• Direct Competition :
• Pepsi – As Pepsi is one of the chief Non Alcoholic beverage selling CO. in
India.
• Rasna – Apart from non Alcoholic beverage there are flavored syrup easy to
mix at home.
• Tang – Fruit Punch and juice from natural fruits for people who are more
conscious about eating and drinking habits for health.
• Amul – Amul along with its Ice cream is also into sales of Amul Kool flavored
Milk which as a drinking refreshment is a threat to Coca cola especially in
sectors where children’s health are a priority by parents.
• Frooti – It has equal monopoly in refreshment market in fruit juice and
flavored drinking ranges
• Soda Fountains – Availability of various soda shops selling cheap cold drinks.
 Target Audience

• The target audience are also varying from product of use. i.e. Diet coke
for health conscious people, Big bottles for family, coke mobile for
travellers. Etc.
• Coke’s commercials basically based on young generations, so, 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.
• The target market for Coca cola is very wide as it satisfies the needs for
many different consumers, ranging from the healthy diet consciousness
through Diet Coke to the average human through its best selling drink
regular Coke. Most Coke products satisfy all age groups as it is proven
that most people of different age groups consume the Coca Cola product.
This market is relatively large and is open to both genders, thereby
allowing greater product diversification.
 Promotion

• Coca-Cola advertising has historically focused on wholesomeness and nostalgia for

childhood. Coca-Cola advertising is often characterized as "family-friendly", and often
relies on "cute" characters (e.g. the Coca-Cola polar bear mascot and Santa Claus
around Christmas).
• One example of a heated exchange that occurred during the Cola Wars was Coca-Cola
making a strategic retreat on July 11, 1985, by announcing its plans to bring back the
original 'Classic' Coke after recently introducing New Coke.
• Notable promoters of Coca-Cola have included Bill Cosby, Whitney Houston, Paula
Abdul, Weird Al Yankovic, George Michael, Christina Aguilera, Max Headroom, Elton
John, Aamir Khan, Imran Khan, Hritik Roshan and Sachin Tendulkar.
 Sponsorship by Coke
 Among our most well known sponsorships are American Idol, Apple iTunes, BET
Network, NASCAR, NBA, NCAA, and the Olympic Games.
 American Idol: Coca-Cola has been an official sponsor for all ten seasons of American
Idol®, the number one-rated television phenomenon now airing Wednesdays and
Thursdays on FOX...
 BET Network: Coca-Cola partnered with one of Black Entertainment Television's (BET)
most popular properties -- 106 Park -- to bring the program to life...
 NASCAR: Coca-Cola has been involved with stock car racing for more than 50 years
and has been the official sparkling beverage of NASCAR since 1998. Its long-term
partnership with NASCAR runs through the 2017 season...
 NCAA: Coca-Cola is an Official NCAA Corporate Champion, the Official Fan
Refreshment of the NCAA and partner with the NCAA in a 13-year association...
 Olympic Games: The Coca-Cola Company is proud to be the longest continuous
corporate partner of the Olympic Games...
 Tie Ups for Food & TV

 Coca Cola has been keeping tie ups in many well known hotel and restaurant chains
for its product availability like US – Pizza, Domino’s Pizza, Mario, Mc-Donalds
 Apart from having tie up with food franchise it also has its vending machine, Coca cola
refrigerators , Can Machines, Railway stands sales.
 Coca Cola is sponsors TV shows and TV Ads promotions for its ranges of drinks.
 Coca Cola is also into sponsoring and promoting of various events as mentioned
earlier
http://www.youtube.com/watch?v=XGnkh9Wn0aA
 Coca Cola and Partnership
 Coca-Cola takes its corporate responsibilities seriously and works in
partnership with a number of organizations. These include:

 The Bharatiya Agro Industries Foundation. (B.A.I.F)

 The United Nations Human Settlements Programme (UNHABITAT)

 SOS Children's Village of India

 The Forum for Organized Resource Conservation & Enhancement (FORCE)

 WWF, WRAP, The Carbon Trust, Special Olympics, Thames21, Street Games,
Save the Children
Distribution Channel
Product Name Image

Coke

Sprite

Fanta

Diet Coke

Minute Maid

Minute Maid Juices

Kinley Drinking Water

 India and Its culture.

 India’s one billion people, growing middle class, and low per capita consumption of soft
drink.

 Ten percent of the India’s population lived in urban areas and drank ten bottles of soda
per year.

 Coke launched a smaller bottle priced at almost 50% of the traditional package.

 Liberalization Policy.

 1993 Coca-Cola returned back to India.

 By the end of 1993, a deal that gave Coca Cola, ownership of the nation’s top soft drink
brand and bottling network.

 With the acquisition of major brands in India it went on to be known as The Hindustan
coca cola Beverages PVT LTD.
 Entry in MCA of India

• Coca cola acquired most of the local Indian Brands including

Thumbs-Up, Limca, Maaza , Citra and Gold-Spot.

• As a result it ranked 42 in the Brand Equity Most Trusted

Brands listing, much lower than Thums Up’s 34th rank.

• Promoting Local drinks like Aam Panna, Jal-Jeera.

 In 2000 & 2001 the company launched the Kinley water brand and
Shock energy drink respectively.

 The company has 3 business regions , and operates out of 22

locations across India.
 TOUCHING INDIAN HEARTS
 “Life ho to aisi”
 “Thanda Matlab Coca-Cola”
 “Baato Khushiya”
 “Ha Me Crazy Hun”
 “JO CHAHO HO JAYE, COCA COLA ENJOY!!!”
 Open Happiness
ABOVE ARE SOME TAG LINES WHICH COCA COLA USED TO
GRAB THE INDIAN MARKET AND TO ATTRACT PEOPLE
IRRESPECTIVE OF THEIR INCOME……
 Coke & its Product Range

Regulars: Sports Drinks:

Coke Classic PowerAde
Vanilla Coke Nestea
Cherry Coke Aquarius
Caffeine free Coke Vitamin Energy
Fanta
Sprite Juices/Water:
Sprite Ice Minute Maid
Sprite Duo Maaza
Coca Cola Black Kinley
Limca
Caffeine free Diet Coke Energy Drinks:
Diet Cherry Coke Full Throttle
Diet Coke with Lemon Barq’s
Diet Vanilla Coke Tab
Burn
 Project Reference

http://www.coca-cola.com/le/pages/landing/index.html

http://www.coca-cola.co.uk/about-us/our-partnerships.html

http://www.coca-colacompany.com/stories/coca-cola-sponsorships

http://www.coca-colacompany.com/contact-us/faqs

http://www.cocacola.com/India

http://www.google.com

http://www.wikipedia.com
Thank you 

Submitted by :-

Deepen Upadhyaya,

Sec - A, Roll No – 15

Sem – I