Georgia Premix Tea and Coffee

Submitted By:
Akanksha Sharma(4)
Humayun Ali(17)
Manu Choudary(22)
Mitika Nangia(23)
Nikhil Rawat(26)
Rajnandan Kumar(28)



Company
Developed in 1886 by Dr. John S. Pemberton
Operates in over 215 countries across the globe
Employs 1,50,000 people directly and indirectly all over the world
Net Operating Revenue of over $24 billion
Its flagship product is Coca-Cola
Mission
To refresh the world.
To inspire moments of optimism and happiness
To create value and make a difference
Vision
Our vision serves as the framework for our Roadmap and guides
every aspect of our business by describing what we need to
accomplish in order to continue achieving sustainable, quality
growth.
It includes people, portfolio, partners, planet, profit and
productivity
Introduction
Introduction
Georgia was launched as a ready
to drink brand in 2002
Georgia Gold launched in 2004
Falls under non-carbonated
beverage portfolio of Coca Cola
Bean to Cup Premium
Solution
Use of Georgias medium dark
blend of Arabica and Robusta
Beans
Beans obtained from
plantation South India and
delivered to offices in sealed
pouches

Coffee and Tea Pre-mixes
Provided through Vending
Machines
Ingredients are already mixed ;
final coffee is dispensed
through the vending machine
They operate B2B


Primary Research:
Interview with one of
the stakeholders of Coca-
Cola-Mr.Bipin Jaiswal

Secondary Research
Internet, Company
documents/Previous
Reports, Georgia
Website
Approach
Analysis and Findings


Strengths
-Vending equipment directly managed by Coca
Cola
-Centralized customer relationship management
-Employee engagement by Coca Cola
-Wide range of product portfolio
-Use of dairy whitener

Weakness
-Absence of brand tagline
-Passive Georgia India website and online
engagement platform absent
-Non availability of product in-house and retail
-Cost of vending machine higher than others
-No cafe or kiosks
Opportunities
-Expanding the business from B2B to B2C with
special focus on premix
-Increasing working class and urbanization
Increase in usage occasions
-Tea and coffee continue to top the beverage
industry
Threats
-Highly cluttered market
-Price competition
-Increasing media spends by competitors like
Nescafe, Lipton etc
-Regular expansion of product portfolio by top
players

1. SWOT Analysis
Analysis and Findings
Introduction-Launched in 2002
Growth- Sales increased due to Vending Machines
ATL and BTL Activities
Maturity-Entered Maturity Phase in 2007
Decline-In 2008, sales dipped
Re-Launch-2012
Georgia tea and coffee is following a market penetration
strategy because it is competing within the existing market
with its present product.



Analysis and Findings
DOG
Diet coke
Minute Maid
GEORGIA

QUESTION MARK

Fanta


CASH COW
Limca
Coca Cola




STAR
Thums up
Maaza
Kinley
Sprite



Market
Growth
Relative
Market
Share
Conclusion and Recommendations

PLC
-Georgia Tea and Coffee Premix
was introduced in the year 2002
. It then entered the Growth
Phase .
-It entered Maturity phase in
2007 followed by its decline in
2008. The product was re-
launched in the year 2012

Ansoff Matrix
-Georgia Tea and Coffee is
following Market Penetration
Strategy
BCG Matrix
-Georgia Tea and Coffee premix
falls under the Dog Category in the
BCG Matrix
Recommendations
Avoid existing
partnerships
Advertisement
should be
focused upon
Surprise
Checks/Visits
Hygiene Issues
should be paid
heed to
Add a Brand
Tagline
Caf/Kiosks
My Georgia
Android App
and Georgia
Citizens Card
Interview with Stakeholder