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TEAM MEMBERS





Pranoti Pawar
Jyoti Pramanick
Anisha Rajadhyaksha
Raj Sawant
Ruchi Setia
Ankita Singh

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 Coca cola is a cola (type of carbonated soft drink) sold in stores. It is produced by The Coca-cola Company (United States).  The Coca-cola Company (TCCC) only produces concentrated syrup which is sold in various bottlers throughout the world who hold a coca cola franchise. restaurants and vending machines.  The Coca-cola Company nearly offers 400 brands in more than 200 countries or territories. .

cola cherry.Type Soft drink Manufacture The Coca-cola Company Country of origin United States (US) Introduced 1886 Color Caramel E – 105d Flavor Cola . … . cola lemon . cola vanilla . virgin cola . cola orange Related Products Pepsi . RC cola . parsi cola.

1 in the world brand estimated its brand value at $78. Thanks a lot to Coke . and coca cola products “at rate of over 1.861 billion. A coca cola company nearly offers 400 brands in more than 200 countries or territories.7 billion serving each day”.COMPANY PROFILE ACHIVEMENTS Interbrand’s global brands score card for 2011 Coca-cola No.

that “The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business. quite simple. .MISSION  To refresh the world  To inspire moments of Optimism  To create Value and Make a Difference  The Coca-cola promise says.

VISION  People  Planet  Portfolio  Partners  Profit .

distribution and sale trade.  With the acquisitions of major brands in India it went to be known as The Hindustan Coca-Cola Beverages Pvt Ltd.COCA-COLA IN INDIA  Coca-cola.  Their business model includes manufacturing the beverages.  The company has 3 business regions. and operates out of 22 locations across India.  Hindustan Coca-Cola Beverages private limited is a 100% company owned bottler. . the corporate nourishing global community with the worlds largest selling soft drink concentrates since 1886 returns to India in 1993 after a gap of 16 years.

kola nuts. sugar.PRODUCT FEATURE  Carbonated Soft Drink  Most Popular  Highest Selling Product  Uplifting Refreshment  Great Taste  Goes Well With Food  Made with carbonated water.coca leaves. and aromatic substances. .

STRENGTH • Brand recognisation • Market Share • International Brand • Better Network • Bottling • Financially sound • Advertisement Policy WEAKNESS • Health Issues • Water scarcity • Low Product Availability • Significant focus on carbonated drinks market SWO T OPPORTUNITIES • Growing Bottled Market • Large Domestic Market • Rural Areas • Invest on Outlets • Special Schemes • Cover Institutional Areas THREATS • Substitute • Health Issues • Pricing • Impulse Customer • Seasonal • Competitors .

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BOTTLING .

PEST Analysis • Government Interventions • Role Of FDA • Changes in government • Purchasing power • Fluctuating foreign currency rate • Interest rates Politica l Economic Social Technologic al • Changes in lifestyle • Health consciousness • Environment friendly packaging Migration from Oracle to IBM • Using of vending machines • Introduction of cans and plastic bottles • .

BCG Matrix of coke Flavors Market Share Star Low Market Growth High High Cash cows Low ? D O G S .

New Existin g Market Ansoff Matrix Products Existin New g Product Penetration Coca Cola classis Developme nt Diet Coke Market Developme nt Coca Cola Vanilla Diversificati on Coke with lime Coca Cola cherry .

131.67 billion 2) Market share Coke 26% Diet Coke 15% 28% 17% • NON-FINANCIAL OBJECTIVES 1) Product awareness .Marketing Objectives • FINANCIAL OBJECTIVES Current Planned 1) Profitability Rs. 119.7 billion Rs.

Market Segmentation • Demographic segmentation: 1) Age 2) Income .

• Psychographic segmentation: 1) Socio-economic class 2) Lifestyle •) Behavioural Segmentation: 1) Occasions •) Benefit Segmentation: 1) Value for money 2) Refreshment .

Targeting • Young generation • Customer needs • Urban areas • Rural areas .

Positioning • Competitors • Customer Associations • Price .

PRODUCT PRICE • Core • Augmented • Actual • Cost Advantage • Developed forecast • Followed Penetration Pricing MARKETI NG MIX PLACE • intensive Distribution • mass distribution • Rural and urban PROMOTION • Above the line • Below the line .

Marketing Budget .

Billboards 250 Cr. 57 L 45 L 1. 653 Cr. 37 Cr. 204 Cr.230.45 Cr.83 Cr. ₹94 L ₹95 L ₹2. 29 Cr.29 Cr. 167 Cr.Category Q3(in Rupees) Q4(in Rupees) Product Discounts 45.73 Cr. ₹4.57 Cr. ₹3. ₹1916. Television 387 Cr.972 83.15. 296 Cr. Magazines 293 Cr. 53 Cr. 593 Cr. 829.15 Cr.896 31.2 Cr ₹61 L ₹68 L ₹4.214 Newspapers 247 Cr. 125 Cr. Promotions Total Advertising Radio Transit advertising Total Public Relations Sponsorship Total Market Research Web Research Research Firm fees Independent Research Total TOTAL EXPENDITURES . ₹1451. 24 Cr.422 Special Offers 91.868 1.792 1.37.6 Cr.

Marketing Control Techniques sales analysis 80 70 60 50 sales analysis 40 30 20 10 0 month 1 month 2 month 3 .

Consumer survey analysis consumer survey analysis 80 70 60 50 consumer survey analysis 40 30 20 10 0 October November December .

Market profitability analysis market profitability analysis 80 70 60 50 market profitability analysis 40 30 20 10 0 October November December .

• Uses integration of culture .CONCLUSION • Life • Maintains balanced name and desire.