BIRLA INSTITUTE OF TECHNOLOGY, MESRA

DEPARTMENT OF MANAGEMENT

Product Strategy of Coca Cola

 Presented to: Dr. Rohit Pandey

 Presented by: Jyoti Toppo
 Roll no.: MBA/10003/20
 Section- A
 Semester II
2 INTRODUCTION

 The Coca-Cola Company of Atlanta, Georgia, and is often referred to simply as Coke.
 The world’s largest beverage company and featuring 20 brands that generate more than $1
billion USD in annual retail sales.
 About Coca-Cola India: Coca-Cola India is one of the country’s leading beverage
companies.
 Company-owned bottling entity, namely, Hindustan Coca-Cola Beverages Pvt. Ltd.
3 The success of soft drink industry

 Availability
 Visibility
 Cooling
 Range
4 PRODUCT CLASSIFICATION

 Durability and tangibility

 Consumer goods classification
 Product Differentiation
 Features
5 PRODUCT MIXES

 The Product mix is the total variety of products firm sells. Some firms will sell just one
product, while others will sell a large number of different products.
 Product Line
 Product Line Length
 Product Line Depth
6 LINE STRETCHING

 This occurs when a company lengthens its product line beyond its current range , down
market, up-market, or both ways.
 Down –Market Stretch (Down-market stretch is a kind of product line extension wherein a
company introduces lower-priced products to cater to a new consumer group).
 Coca cola company positioned in the middle market and introduce a lower – priced line
product like Coke launches 100 ml Mazza packs at Rs 6.
 Another example is Kinley water bottle – 500ml of Rs.10
7 CO-BRANDING

 Diet Coke Sees Fashionable Benefit to Co-Branding

 McDonald's and Coca Cola have a strong alliance based on trust for more than 60
years, Coca Cola products are being sold in 31,000 restaurants over 100 countries.
8 CONCLUSION

 Coca Cola Company sells more than one product. A product mix classified according to
width, length depth and consistency. These four dimensions are the tools for developing
the company’s marketing strategy and deciding the product lines to grow, and maintain
them.
 It was observed that Coca-Cola has been perceived quite positively as it has been
projected. People are aware of this Brand & Awareness of Coca-Cola is quite high in the
market.
 Product is the first and most important element of the marketing mix. Product strategy
calls for making co-ordinate decisions on product mixes of coca cola.
9 REFERENCES:-
https://www.cocacola.bigcityexperience.com/

https://www.coca-cola.com/

https://www.bartleby.com/essay/Coca-Cola-Product-Management-F3NQGYDKD6TA

 THANK YOU