PRESENTED BY

M.SARANNIYA
R.AVUDAIAPPAN
meaning of coca-cola
When launched , Coca-Cola's two
key ingredients were cocaine
(benzoylmethyl ecgonine) and
caffeine. The cocaine was derived
from the coca leaf and the caffeine
from kola nut, leading to the name
Coca-Cola (the "K" in Kola was
replaced with a "C" for marketing
purposes).
 evolution of coca-cola
 Dr. John Pemberton, an Atlanta based pharmacist, developed
Coke’s original formula in1886 which was based on Oils, Extracts
from coca leaves and various other additives including caffeine.
 First year sales:
9 glasses per day * 5 cents each = 45 cents of revenue per day
Yearly Revenue: $117
 Drink was named by Pemberton’s Book Keeper “Frank
Robinson” as Coca-Cola. Pemberton died in 1988. ASA Candler
occupied the company in 1981 for $2300.
 A SNAPSHOT OF COCA COLA
COMPANY
 The Coca-cola Company is the world’s largest beverage company.
 It owns 4 of the world’s top 5 nonalcoholic beverage brands: Coca-Cola, Diet
Coke, Sprite and Fanta.
 Beverage variety: Today the company has more than 3300 products which
includes juices, waters, sports and energy drinks, teas and coffees, and milk-and
soy- based beverages.
 Operational Reach: 200+ countries.
 Company Associates: 90500 worldwide.
 Consumer Servings (per day): 1.5 billion.
 Current Slogan: “ Open Happiness”
 Besides its namesake Coca-Cola beverage, Coca-Cola currently offers nearly 400
brands in over 200 countries or territories.
 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.
Competitors of coca-cola
Brands of coca-cola
Brands of coca-cola
Brands of coca-cola
The coca cola global system
Global business is organized into six
geographic Operating Groups
1. Africa Group
2. Pacific Group
3. European Union Group
4. Latin America Group
5. Eurasia Group
6. North America Group
 6 p’s
Portfolio
Bring to the world a
People portfolio of quality Productivity
 Be a great beverage brands Be a highly
place to work that anticipate and effective, lean
where people satisfy people's and fast-
are inspired desires and needs. moving
to be the best organization.
they can be.

Partners
Nurture a
Planet winning network
 Be a responsible of customers and
citizen that makes a suppliers,
difference by Profit together we
helping build and  Maximize long- create mutual,
support sustainable term return to enduring value.
communities. shareowners
while being
mindful of our
overall
responsibilities.
 bottling
 Coca Cola manufactures the concentrates, syrups and
sells them to bottling operations.
 Having 300 bottling partners worldwide.
 Responsible for producing, packaging, distributing and
merchandising the products.
Distribution channel
 Swot analysis
STRENGTHS
 Brand equity/image & recognition.
 Product distribution and worldwide network.
 Solid financial performance.
 One of the world's most recognized brand.
 Product diversification (water, juices, soft drinks, sport drinks, etc).
 Co-operate identity.
 Innovation.

WEAKNESSES
 Credit rating
 Customer concentration, particularly in the US .
 A lot of loyal Pepsi customers are not enough loyal Coca Cola customers
 Does not enjoy the number one position in India, Pakistan.
 Swot analysis
OPPORTUNITIES
 Possible growing demand.
 Expansion – Reaching all segments.
 Catering to Health Consciousness of People.
 Bottled water growth.
 Acquisitions of smaller players.

THREATS
 Health Drinks – Fruit Juice Companies.
 Key competitors (Pepsi, etc).
 Image perception in certain parts of the world.
 Smaller operators/players.
financial statement
revenue earned by
operating groups
market share

coke
pepsi
others
bcg matrix
Porter’s diamond model
Per capita consumption
Per capita consumption
 Porter’s five force
Threats from Substitutes
Fruit Juices
Water
Others Cold Beverages

Bargaining power of
Buyers
The bargaining power
Bargaining Power of buyers is very high
of Suppliers due to the presence
The bargaining power of of various
suppliers is very low. Existing Competitors brands and also
As the coca cola company the unorganized sector.
have developed Pepsi This gives the buyer
captive suppliers a wide variety
& entered into a contract.
Other Local Brands of brands to
So the company choose from.
is not at the mercy There is additional
pressure from buyer
of the suppliers.
to introduce schemes
and reduction in cost.

Threats from New Entrants

As there is no report of any new
company entering the
Beverage market.
 going global
We plan to planed 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’s supplying

 our quality promises
Quality Is Our Highest Business Objective. We have achieved
GOLDEN PEACOCK NATIONAL QUALITY AWARD 2004 in India and we
are marching forward to achieve such more awards globally. Though
there were many problems in quality our quality department have
taken an immediate action to ensure that consumers do not lose
interest
 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 also consider
about the old people they take then as a co-target market.

I'm
Extremely
Selfish
Protective
Possessive
With my
 change of bottle designs
As we are targeting young minds of India we have also
changing the design of the bottle to attract the young minds
of India. As bottles of coke company have always been
simple we are going to launch designer bottles with few new
old attractive taste.
 Fun island
we are going to provide a real fun time in a private island of coke
company. this island is mainly meant for college couples on a special
occasion. We are going to have fun things like,
-coke fountain
-coke Halloween parties
-coke games
-coca competitions
 cocateria
we are going to open world wide cafeteria like cocateria. Where we are
going to have all the varieties of drinks only of coco cola company
including refreshments
 Coca cabs
we are providing private cabs for tourists for their personal use
with limited free coke drinks in the cab for the customers.
 Coke hookah
we are planning to introduce a coke flavor hookah. This flavored hookah
combines the taste of generations which are not harmful and are
suitable for girls, ladies, old people etc…
 Coke pumps

we are going to install coca pumps all

over the world .this will reduce the cost
price of the soft drink compared to the
bottled price and will create more demand
in the market
 coca cola in china
 Expand market share in China (especially to rural areas)
 Why China?
• 20% customers untapped, equates to 260 million people,
equates to Japan (times 2!) country.
• Growing economy, as people get richer, can now afford CC,
and new potential customers are a new market share we
should grab/take advantage of them.
• CC has good reputation there, Chinese respect, loyal to the
brand, admire American culture and goods.
 How?
Stimulate demand
Increase supply
 Implementation strategy
Stimulate demand
 Leverage brand name through intensive
country-wide marketing campaign.
 Innovation matching with localization of
products
 Chinese herbal medicine catering to local tastes,
new target market
 Chinese-style drinks matching new markets
 Provide scholarships to schools to help build
brand loyalty.
 Sponsorship of local events to build brand
and develop goodwill
 Implementation strategy
Increase supply
 Increase bottling facilities
• Build new bottling facilities
• Increase production at current bottling facilities
• Conduct joint ventures with new facilities
 Increase distribution to underdeveloped markets
• Target rural areas, which equate to 20% of China’s
population and still remain untapped
 Increase transportation of products to rural areas
• Improve infrastructure, logistics
Bottler locations in china
 Type Cola
 Manufacturer Mecca Cola World Company
 Country of origin France
 Introduced November 2002
 Related products Coca-Cola, Zam Zam Cola, Qibla Cola
 slogan “Drink With Commitment”
 Mecca-Cola was launched in 2002 after the Muslim boycott to U.S.
products.
 Mecca-Cola is marketed as an alternative to U.S. brands such as
Coca-Cola and Pepsi-Cola to pro-Muslim consumers.
 The product's name contains the traditional Latin-alphabet
transliteration of "Mecca", the holiest city of Islam located in Saudi
Arabia.
 Did you know
 If you stacked all of the bottles of Coke that had ever been
made end to end, it would reach to the moon and back 1,045
times!
 The sales of Coke in the first year was $50, and the
expenses were $70.
 In July 1985, Coke was the first soft drink to be enjoyed in
outer space on the space shuttle Challenger.
 Coca-Cola is recognized by 94% of the world’s population.
Approximately 10,450 Coca-Cola brand drinks are
consumed around the world each second of every day
 findings
 Coca-Cola should put more focus on segmentation &
targeting.
 They can introduce something for the youth segment.
 Instead of selling specific product in specific places
they can sell them worldwide.
 They can go for proper diversification as PepsiCo did.