COCA-COLA INDIA:

MORE THAN JUST SUGAR AND FIZZ

Case Analysis by:

FM-04 Group-9
Nikhil Pathak(044030)
Nidhi Gupta(044029)
Payal Singal(044031)
Himanshu Goyal(044021)
Himanshu Satija(044022)
 INTRODUCTION
• Coca-Cola is one of the leading brand in
beverages.
• Ranked 5th by Forbes in the list of “world’s most
valuable brands in 2017”.
• Coca-Cola entered in India in year 1950 and exited
in year 1977 and eventually re-entered in 1993 with
3 pronged system:
• Coca-Cola India
• Hindustan Coca-Cola Beverages Pvt Ltd
• Franchise Bottling Partners
SUCCESS FACTORS OF COCA-COLA
 Advertising Campaigns
 The Coca-Cola Foundation
 Active participation on social media
 Targeting Rural Indian Market
Availability
Affordability
Acceptability
MARKETING SUCCESS FACTORS
 Market Analysis
Internal Environment
External Environment
 Selecting Target Market
Differentiated Marketing
 Positioning
Creation of product’s image
CREATING VALUE AMONG CUSTOMERS

• Providing healthier options like juices for consumers

• Acquiring local brands such as Thums Up and Limca
• Introducing sugar replacement by cha
• Making it a beverage brand from just a soda brand
• Strong distribution network enabling coke to be available at all
times to it’s consumers
CUSTOMER BEHAVIOUR INSPIRED MARKETING STRATEGY

• Keeping up with lifestyle changes and introducing healthier

substitutes
• Every ad tells a story
• Share a coke campaign
• Coke studio creating endless advertisement possibilities
NEW PRODUCT PORTFOLIO WITH BRAND
LEVERAGING

Simply orange Fuze Tea Odwalla- Zero Sugar Flavoured Juice

Mazza Sprite Mazza

Minute Maid
Super Smoothies
NEW CATAGORIES TO CONSIDER
46% of consumers expect foods to be
healthier by 2025

$3.2 Billion market cap by year 2022

From sugary, carbonated drinks to

healthier options
The Total Beverage Company

Portfolio expansion to cater a health conscious customer

Adding juices to sparkling portfolio

Enhancing local fruit variants within existing juice portfolio

Investing in frozen desert category to expand reach