Presentation on

PRESENTED BY :

SHRADDHA DAVE

PUNEET KASHYAP
 Introduction

• Coca-Cola is a cola (a type of carbonated soft

drink) sold in stores, restaurants and
vending machines.It is produced by The Coca-
Cola Company (United States).
•
• The Coca-Cola Company offers nearly more than
500 brands in over 200 countries, which
shows its recognization and serves 1.6
billion servings each day.
•
• The Coca-Cola Company only produces
concentrate syrup which is then sold to
various bottlers throughout the world who
hold a Coca-Cola franchise.
 Company history
• T h e first C o ca -C o la re cip e w a s in ve n te d in
C o vin g to n , G e o rg ia , b y JO H N S T IT H
P E M B E R T O N , o rig in a lly a s a co ca w in e
ca lle d “ Pe m b e rto n 's Fre n ch W in e C o ca ’ in 1 8 8 5 .
• T h e first sa le s w e re m a d e a t Ja co b 's P h a rm a cy in
A tla n ta , G e o rg ia , o n M a y 8 , 1 8 8 6 , a n d fo r th e
first
 e ig h t m o n th s o n ly n in e d rin ks w e re so ld
 e a ch d a y.
• It in co rp o ra te d in 1 8 9 2 a s C o ca -C o la
 C o m p a n y ( th e cu rre n t co rp o ra tio n ).
•
 COMPANY PROFILE
• The Coca - Cola Company is the world's
largest beverage company, largest
manufacturer, distributor and marketer
of non-alcoholic beverage concentrates
and syrups in the world.
 COCA COLA INDIA
• Coca-Cola was the leading soft drink brand in India
until 1977 when it left rather than reveal its
formula to the
 government and reduce its equity stake as
required
 under the Foreign Exchange Regulation Act
(FERA)
 which governed the operations of foreign
companies
 in India 
• After a 16-years absence, Coca-Cola returned to
India
 in 1993
• Coca-Cola India started business, including new
 production facilities, wastewater treatment
plants,
 MISSION
“Our Roadmap starts with our mission,
which is enduring. It declares our
purpose as a company and serves as
the standard
 against which we weigh our actions
and decisions.
• 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.”
•
•
 VALUES
“Our values serve as a compass for our


actions and describe how we behave in

the world.
• 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
 QUALITY
PROMISES
• Quality Is the Highest Business Objective of coca cola.
They have achieved GOLDEN PEACOCK NATIONAL
QUALITY AWARD 2004 in India and they are
marching forward to achieve such more awards
globally. Though there were many problems in quality,
their quality department have taken an immediate
action to ensure that consumers do not lose interest.
•
 VARIETIES OF PRODUCT


• Diet Coke (introduced in 1982), which uses aspartame, a

synthetic phenylalanine-based artificial sweetener in place of sugar
• Diet Coke Caffeine-Free
• Cherry Coke (1985)
• Diet Cherry Coke  (1986)
• Coke with Lemon (2001)
• Diet Coke with Lemon (2001)
• Vanilla Coke(2002)
• Diet Vanilla Coke (2002)
• Coca-Cola C2 (2004)
• Coke with Lime (2004)
• Aquarius Mineral Water (2004)
• Diet Coke with Lime (2004)
 DEVELOPMENT STRATEGY
 
The brand development strategy of Coca


Cola comprised redesigning of its brand

development policies and techniques to
keep up with the changing mindset of its
consumers. Earlier, this brand believed
in the following:
• Affordability
• Availability
• Acceptability
•
 PRODUCT DIVERSIFICATION
STRATEGY
• Coca-Cola is the proud producer of
more than 400 beverage brands with
core focus on brand Coca-Cola, Diet
Coke, Sprite, and Fanta.
• Coca-Cola Co. ventured into sports-
drink segment in Powerade and Full
Throttle and non-carbonated niche
offerings such as Mad River teas and
Planet Java coffee.
• However this strategy has taken a back
 BROAD DIFFERENTIATION
STRATEGY
• Coca-Cola uses Broad Differentiation
strategy on the basis of:
1.Offering of wide range of its drink
products . around 230 brands are
currently being offered in the global
market.
2.High brand image and recognition have
resulted in superior product
perception among consumers.
3.Packaging and bottling . The use of
contoured shape bottle and the slim
curly font have made Coca-Cola an
easily recognized symbol.
 SPONSORSHIP
• C o ca co la h a d S p o n so re d th e O lym p ic To rch
R e la y in 1 1 co u n trie s b e g in n in g in Fe b ru a ry 2 0 0 9 ,

le a d in g u p to th e V a n co u ve r 2 0 1 0 O lym p ic

W in te r G a m e s .

• La u n ch e d th e FIFA W o rld C u p ™ Tro p h y To u r,

 th e C o m p a n y ’ s first p a n -A frica m a rke tin g p ro g ra m

w h ich to u ch e s e ve ry co u n try in A frica o ve r

n in e m o n th s . In to ta l, th e To u r w illvisit

8 9 citie s in 8 6 co u n trie s d u rin g its1 3 4 , 0 1 7 -

kilo m e te r jo u rn e y th ro u g h

M a y 2 0 1 0 .

•
•
 Promotional campaign
•
• COCA COLA had Partnered with
Twentieth Century Fox on a global
promotional campaign for Coca-
Cola Zero® and director James
Cameron’s epic-adventure and
blockbuster film Avatar.
 Marketing expenditure
• Following amounts reflect the total worldwide amounts spent on
print, radio, internet, and television advertising. Advertising
expenses included in selling, administrative and general
expenses were approximately:

•
• 2006: $2.6 billion
2005: $2.5 billion
2004: $2.2 billion
2003: $1.8 billion
2002: $1.7 billion
2001: $2.0 billion
2000: $1.7 billion
1999: $1.7 billion
1998: $1.6 billion
1997: $1.6 billion
1996: $1.4 billion
1995: $1.3 billion
1994: $1.1 billion
1993: $1.0 billion

•
 Target market
• Targeting young minds : 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
butthey also consider about the old people they take
then as a co-target market.
• I'm
Extremely
Selfish
Protective
Possessive
With my
 Targeting rural india
• Coke has a new strategy and has renewed its focus on
semi-urban and rural markets in India.
• The soft drink consumption market in India is mainly
concentrated in urban cities.
• Large trucks for transporting stock from bottling plants
to hubs and medium commercial vehicles transported
the stock from the hubs to spokes.stock from spokes
to village retailers the company utilized auto
rickshaws .
• It made an investment of Rs 7 million to meet rural
demand.  
• Through its rural distribution initiatives, CCI was able to
 increase its presence in rural
 areas from a coverage of
 81,383 villages in 2001 to
 1,58,342 villages in August 2003
 ‘Parivartan’ program
• The ‘parivartan’ program – Training small town
retailers
• Coke’s new strategy involves training retailers (around
6,000 of them) in a program launched by the Coca-Cola
University.
• The company calls this the “parivartan” . Shop owners
(traditional retailers) are given training on displaying and
stocking products well.
• The goal of the innovative training program is to provide
traditional Indian retailers with the skills, tools and
techniques required to succeed in a constantly changing
retail scenario. Presentations (including audio/visual
technology) in local
 Hindi language help small retailers (with
 stores less than 200 square feet in
 average size) to better understand the
 concepts involved. Each retailer also receives
 a Coca-Cola “Certified Retailer” certificate
 at the conclusion of the program.
 Adapting to local culture
and taste
• Coke set up an R&D faculty in India
to develop beverages that suit local
taste and increase focus on
localizing its portfolio of beverages.
Earlier, Coca-Cola India had been
outsourcing all R&D functions from
its facility in Shanghai. Some
examples of local flavors include
Maaza aam by Coca-Cola.
 Growth strategy
• To portray corporate growth strategies, Coke adopted
Ansoff's matrix that focus on the firm's present and
potential products and markets. There are total
fourdifferent growth strategies:
•
1. Market penetration: A firm seeks to achieve growth
with existing products in their current market
segment, aiming to increase its market share.
2. Product development: The firm develops new products

targeted to its existing market segment.

3. Market development: A firm seeks growth by targeting

its existing products to new market segment.

4. Diversification: firm grows by developing new

products for new markets.

 Growth strategy in developed
markets
• Company’s growth strategy in
developed markets is to maximize
value and profit.
• They work to grow their brands and
product offerings while delivering
more value to consumers so they will
continue to purchase their products at
a premium price.
• They are working with their bottling
partners to improve and preserve
customer
 relationships and make their products
 available to consumers everywhere.
 Growth strategy in developing
markets
• Developing markets are expected to contribute
approximately 20 percent of incremental
population growth over the next 10 years.
• Their growth strategy in developing markets is to
leverage the scale and reach of their system to
shape and capture value.
• Their investment in developing markets is a
longer-term strategy.
• They also strengthen their marketing in the
region through media advertisements,
billboards in high-traffic areas and connecting
with consumers through mobile phone
 marketing and newly established
 loyalty programs.
•
 Innovation strategy
• From the added benefits of vitamins and
 minerals to calorie reductions, new
 ingredients, sweeteners and tastes, they
are constantly challenging themselves to
identify high-quality additions to their
portfolio.
• These efforts help them improve their
connections with consumers and the
overall value of their brands.
 COCA-COLA FREESTYLE:
MAKING CONSUMERS
BEVERAGE INNOVATORS
• By giving consumers choice and variety and
the opportunity to make more than 100
different branded beverages at the touch
of a button.
• Coca-Cola Freestyle provides a fun,
interactive experience that connects their
brands with consumers.
• It revitalizes the fountain heritage
 of their Company by letting
 consumers be their own beverage
 innovators, with choices tailored
 completely to their needs.
 Consumer connection
strategy
• To create and maintain the consumer connections they
need to achieve their 2020 growth targets, they use a
marketing media framework that integrates paid, earned
and owned media.
• They are engaging with consumers across the earned
media landscape—from Facebook and Twitter to
influential blogs, respected community voices and
sustainability rating agencies.
• At the end of 2009, their “OPEN HAPPINESS” campaign was
active in markets representing approximately 95% of
their global COCA-COLA UNIT CASE VOLUME.
 Future markets
•
• There is a direct correlation between the
growth of per capita consumption of
NARTD beverages and the growth of
individual wealth and personal
expenditure.
• company see strong individual wealth
growth over the next 10 years in almost
every market where they operate globally,
with significant growth in emerging and
developing markets.
• Company has ability to capture a strong
share of this growth because of their
current market
 presence and their growth strategies for
 Global strategy
• They plan to take up global marketing strategy through standardization
and integration of the many services to ensure uniform growth for
the company “Coke” throughout the world. From now onwards
Global marketing strategies will be incorporated not in a specific area
or country but other country also which was neglected till now, which
will get 100% recognition to the company “COKE”.
• Places already company is supplying
•
•
•
•
• places
•
• Places already thea ar4e supplying
•
 Corporate social
•
responsibility
• COCA COLA had Placed more than
73,000 hydrofluorocarbon-free
(HFC‑free) coolers and vending
machines in markets globally,
bringing our total HFC-free cold
drink equipment placed in the
market since 2006 to more than
115,000.
•
•
•
 CSR
• Coca cola had Introduced plantbottle™, a
redesigned polyethylene terephthalate (PET)
plastic bottle made from up to 30% plant-
based, renewable materials and is 100%
recyclable. The bottle was piloted
 with Dasani® and Coca-Cola in 2009.
• They plan to have 2 billion bottles
 in market by the end of 2010.
• LIVE POSITIVELY™ is their commitment to making a positive
difference in the world by redesigning the way they work

and live so that sustainability is part of everything they do.

• It includes goals, metrics and principles for their work

• across seven core areas key to their business
sustainability:
1. Beverage Benefits
2. Active Healthy Living
3. Community
4. Sustainable Packaging
5. Water Stewardship
6. Energy Management and Climate Protection
7. and Workplace.
 CRITISISM OF COCA COLA
• The Coca-Cola Company has been involved
in a number of controversies and lawsuits
related to its relationship with human
rights violations and other perceived
unethical practices.
•
• An issue with pesticides in groundwater in
2003 led to problems for the company
when an Indian NGO, Centre for Science
and Environment, announced that it had
found cancer causing chemicals in Coca-
Cola as well as other soft drinks produced
by the company. This caused an 11
percent drop in Indian Coca-Cola sales.
 CON..
• Critics claim that the company's overuse of
local water supplies in some locations has
led to severe shortages for regional
farmers and the forced closure of some
plants.
• Packaging used in Coca-Cola's products
have a significant environmental impact.
• In January 2009, the US consumer group
the Center for Science in the Public
Interest filed a class-action lawsuit against
Coca-Cola.
• Claims say that the 33 grams of sugar are
more harmful than the vitamins and other
 2009 WORLDWIDE UNIT
CASEVOLUME GEOGRAPHIC
MIX
MARKET SHARE
Financial comparison
FINANCIAL PERFORMANCE
COCA COLA

REVENUE US$ 31.0 Billion (FY

2009)
OPERATING US$8.23 Billion (FY
INCOME 2009)
NET INCOME US$5.82 Billion (FY
2009)
TOTAL ASSETS US$48.7 Billion (FY
2009)
TOTAL EQUITY US$24.8 Billion (FY
2009)
 Financial comparison with
pepsi
25/04/2008
BETA

Coca cola 0.60

Pepsi 0.33
2010–2020 INCREMENTAL
GROWTH IN BEVERAGE
CATEGORIES
 Goals of
• More than doubling their system
revenue while increasing system
margins by 2020
• Ensuring that they are the most

preferred and trusted beverage partner

• Attaining global leadership incorporate

sustainability
• Managing people, time and money for

the greatest effectiveness

• Becoming one of the world’s premier

employers
Of
 Future projects
• Fun Island : They are going to provide a real fun time in a private island of
coke company. this island is mainly meant for college students on a
special occasion. they are going to have fun things like
 -coke fountain
 -coke Halloween parties
 -coke games
 -coca competitions
•
•
 Future projects
• Cocateria: They are going to open world wide cafeteria
like cocateria. Where they are going to have all the
varieties of drinks only of coco cola company including
refreshments.
•
•
 Swot analysis
Strengths Weaknesses
World’s largest brand Negative publicity

Product distribution and world Loyal customers compared to

wide network pepsi

Solid financial performance Credit rating

Product Decline in cash from operation

diversification(juice,water,soft activities
drinks,sport
Opportunitiesdrinks,etc.) Health issues
Threats
Growing bottled water market
 Image perception


Acquitions of smaller players Risk of cannibalizing sales

Varying growth in non-core categories

Non-carbonated drinks are fastest
Major rivals also investing in non-

growing part of the industry carbonated drinks

Has sufficient capital to expand Intense Competitionting partners
Porter’s five force model
Thanks !!