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Nguyễn Ngọc Phương Thảo

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Introducing Coca Cola
What is Coca Cola?
Company history
Development and expansion
Logo
 What is CocaCola?

Coca-Cola is a very popular carbonated beverage worldwide. Known

for its unique and characteristic flavor
 History
Coca-Cola was invented in 1886 by pharmacist John Stith Pemberton in Atlanta, Georgia, USA

Frank M. Robinson, Pemberton's business partner, Thinking that "the two C's would look very nice in
advertising", he suggested this name and wrote the now famous brand "Coca‑Cola" in his unique
handwriting.

Initially, with the purpose of inventing a medicinal liquid that would prevent headaches and fatigue.

Over the past 135 years, Coca‑Cola has gradually become a part of everyone's
lives, from holidays and special events to daily consumption habits.
 Development and expansion
-In 1889, the Coca Cola formula and brand were
acquired by Candler
- In 1892, Asa Candler acquired Coca-Cola and founded
the Coca-Cola Company.
Candler used creative advertising campaigns to expand
the brand and make Coca-Cola the most popular
carbonated beverage in the United States.
- Coca-Cola began expanding internationally in the
early 20th century.
Currently, Coca-Cola is sold in more than 200 countries
and territories worldwide.
Logo, packaging

- The Coca-Cola logo is famous for its handwriting,

designed by Frank Mason Robinson in 1886.
- Color: Red and white are the two main colors of the Coca-
Cola logo.
- Changes through the ages: Although there have been some
minor changes in style and format, the Coca-Cola logo retains
its original core design, helping to maintain brand
recognition.
Coca-Cola packaging
- Classic glass bottle
- Plastic bottle
- Coca-Cola can
 CocaCola
Competitors

Pepsico
 History of the founding of Pepsi-Cola
1. The Beginning (1893):
- Caleb Bradham, a pharmacist in New Bern, North Carolina, USA, created a new refreshing drink
- Initially, this product was called "Brad's Drink".

2. Changed name to Pepsi-Cola (1898):

- In 1898, Caleb Bradham changed the name of his product to Pepsi-Cola.

3. Establishment of Pepsi-Cola company (1902):

- Caleb Bradham officially founded the Pepsi-Cola Company in 1902 to commercialize its products.

4. Difficulties and bankruptcy (1922):

- High sugar prices caused the company to have financial difficulties. In 1922, Pepsi-Cola Company
had to declare bankruptcy.

5. Change of ownership and recovery:

- In 1931, businessman Charles Guth acquired Pepsi-Cola and restructured the company. He
succeeded in restoring the brand

6. Merger created PepsiCo (1965):

- In 1965, Pepsi-Cola merged with snack manufacturing company Frito-Lay, creating PepsiCo
corporation. This merger expands the company's product portfolio and influence in the global
market.
 Marketing and Branding Strategy

- Featured campaigns: "Pepsi Challenge", "Generation Next",

Generation NextLive for Now,...
- Brand positioning: Focus on freshness, dynamism, and
connection to modern culture.
- Sponsorships and Events: Super Bowl Halftime Show, affiliated
with many famous artists, sponsors many sports and music events.
 Logo
1. The Pepsi logo has a simple and modern design with 3 colors: red, white and
blue. The logo consists of a circle divided into three parts with a white wavy
line in the middle, creating an image reminiscent of a globe.
- The word "Pepsi" is written in a simple serif font

Product Packaging
1. Bottle and can design:
- Pepsi's packaging often uses blue as the main color
2. Types of packaging:
- Plastic bottles: Usually have sizes from 0.5L, 1L,
1.5L,...
- Glass bottles
- Aluminum cans
- Special packaging: During events or holidays
 Market share
1. Global Market Share
- Coca-Cola typically holds a larger market share in the carbonated soft drink
segment globally. According to reports, Coca-Cola usually holds about 40-45% of the
global market share in the carbonated soft drink industry.
- Pepsi accounts for about 25-30% of the global market share in the carbonated soft
drink industry, ranking second after Coca-Cola.
- In North America, Pepsi typically holds about 30-35% of the carbonated soft drink
market, while Coca-Cola holds about 40-45%.
- Europe
- Asia: In India, Pepsi has a strong presence thanks to its localized marketing and
advertising campaigns.
- Africa and Latin America: In these regions, Coca-Cola dominates
Both companies' market shares are also affected by changing consumer trends, such as
the shift to sugar-free products and health drinks.
 Giá cả
1. Supermarkets, Convenience Stores, Grocery Stores
Pepsi
- 320ml can: About 9,000 - 13,000 VND
- 390-600ml plastic bottle: About 9,000 - 14,000 VND
- 1.5L plastic bottle: About 18,000 - 25,000 VND

2. Restaurants and Coffee Shops

Pepsi
- 320ml can: About 15,000 - 25,000 VND
- 500ml plastic bottle: About 20,000 - 30,000 VND
SWOT analysis of Pepsi
Strength Weakness

Strong brand The product is not good for health

Diverse products Depends too much on the US market
Marketing strategy Depends on some key products
Market Access

Opportunity Threat

Advertising and marketing strategy Competition is extremely fierce

Expand online shopping Changing consumer trends
Market expansion Environmental challenges
New product
 Strengths

1. Strong brands: Pepsi has 23 popular brands

2. Diverse products: because the company can provide many different products, it
can attract more target customers including soft drinks, juices, snacks,...
3. Marketing strategy: Pepsi regularly conducts creative and influential marketing
campaigns, attracting a wide customer base.
 Weakness

1.The product is not good for health

2. Depends too much on the US market
3. Dependence on a few key products: Despite its product diversity, Pepsi still
depends heavily on a few key products such as Pepsi Cola and Mountain Dew.
4. Market access: Pepsi may have difficulty accessing and competing in some
foreign markets, especially highly competitive markets.
 Opportunity

1. Advertising and marketing strategy

2. Expand online shopping
3. Market expansion: Pepsi has the opportunity to expand its market in new regions
and grow strongly in fast-growing areas such as non-alcoholic beverages.
4. New products: Opportunities to develop new products, such as health drinks or
innovative products to attract new customers.
 Threat

1. Extremely fierce competition: Pepsi faces fierce competition from

competitors such as Coca-Cola and other soft drink brands.
2. Fierce competition
3. Change regulations
4. Global economic fluctuations
5. Changing consumer behavior
Coca Cola Future
Action and Coca's
current strategy
 Sustainability and Social Responsibility: Coca-Cola can continue its
commitment towards creating a sustainable future for communities and
the environment.
Product innovation: Coca-Cola can continue to invest in research and
development to innovate in products and services.
Market expansion: Coca-Cola can aim to expand its presence in new
markets and diversify its product portfolio to meet the needs of different
customers.
Technology integration: Coca-Cola can continue to exploit new
technologies to optimize production, marketing and customer
communication processes.
Focus on health and healthy lifestyle: With the growing trend of
consumers demanding healthy and low-sugar products, Coca-Cola can
continue to develop new products and engage with customers.
customers to meet this need.
 1 product
Coca-Cola offers a wide range of
soft drink products, including
Coca-Cola Classic, Diet Coke,
Coca-Cola Zero Sugar, and many
other soft drinks.
They continuously drive
innovation and market research to
develop new products that suit
consumer preferences.
 2 Price

Coca-Cola often applies a flexible

pricing strategy, depending on the
market and competitive position.
They use promotional pricing strategies
and discounts to retailers to enhance
sales.
 3 Place

Coca-Cola products are available at most

retail locations around the world, from
supermarkets to retail stores and distribution
points.
Their distribution strategy is optimized to ensure
easy access to consumers.
 4 Promotion

Coca-Cola is one of the typical companies in using

advertising and marketing. They invest heavily in
television advertising, social media and various
creative advertising campaigns.
In addition, they often organize events, exhibitions
and promotions to motivate consumers to buy
their products.
Sales policy activities
1. Market research
2. Create purchasing sources
3. Advertising and marketing
4. Build a distribution system
5. Direct sales
6. Supply chain management
7. Measure Total performance
19.Advertisement

Advertising through media channels: CoCa-

CoLa uses television, outdoor, and social networking
sites to reach customers.
“Shake A Coke” campaign: They organized the
“Shake A Coke” campaign to create a connection with
consumers and promote product sharing.
“CoCa - CoLa Uplift” campaign: This is a campaign
that focuses on creating inspiration and positivity for
customers through positive messages and images.
 20. Communicate

Coca-Cola Vietnam organizes many events to attract

customers such as: Coke Studio music festival with the
participation of famous singers. In addition, the brand
also offers fun and meaningful programs such as:
"Joyful Tet Journey" and "Have fun with Coca-Cola"
at many different locations.
 21. Marketing

"Share a Coke" campaign: In this campaign, Coca-Cola prints user

names on beverage bottles, creating a personal connection and
encouraging sharing with friends.

"Real Magic" Campaign: Focuses on creating moments of magic and

wonder in consumers' everyday lives.

"Love Story" campaign: Create a connection with consumers through

messages about the environment and the issue of plastic use.

"Taste the Feeling - Drink with Feeling" campaign: Focuses on

combining emotions and experiences when enjoying Coca-Cola.

"Coca-Cola Uplift" campaign: Inspire and motivate customers through

positive messages and images.
 22. Coca-Cola's supply
chain in Vietnam
+ Supplier: This is the first step in Coca-Cola's supply chain. They look for partners to
provide raw materials and packaging. The main ingredients include CO2, food coloring,
acidulants, caffeine, sugar, natural flavors and coca leaves.

+ Raw Materials: Coca-Cola Vietnam is looking for partners to provide quality raw
materials, including CO2, food coloring, acidulants, caffeine, sugar, natural flavors and
coca leaves.

+ Product Packaging: Coca-Cola's product packaging is provided by partners such as

Dynaplast Packaging (Vietnam) and Bien Hoa Packaging Joint Stock Company.

+ Production Operations: Coca-Cola Vietnam manages three large factories in Hanoi, Da

Nang and Ho Chi Minh City. These factories play an important role in production and
ensuring product supply to the Vietnamese market.

+ Product Transportation: After production, the product is packaged and transported to

the local distribution point or neighboring area.

+ Distributors: Coca-Cola's distribution system in Vietnam links with more than one
million retail stores nationwide, creating 2,000 direct jobs and 20,000 indirect jobs for the
labor market. domestic movement.
23. Distribution channel
analysis
Direct distribution channel: In the early stages, Coca-Cola used direct
sales to customers. This method helps them proactively control product
sources, distribution and recognize customer needs and reactions.
Currently, although it no longer brings as much profit as before, Coca-Cola
still maintains direct distribution channels through e-commerce
exchanges such as Shopee, Lazada and vending machines.

Supermarket and agent distribution channels: Coca-Cola distributes

through large supermarkets such as BigC, Metro and agents. They attract
dealers by increasing support activities such as giving away umbrellas,
store decorations and financial support.

Restaurant and hotel distribution channels: Coca-Cola provides

products to places such as eateries, bars, restaurants and hotels. This is an
important channel to meet consumption needs in the food service and
accommodation industries.
 24. The pandemic
affects supply chains
and revenue
Supply Chain:
- In the early stages, Coca-Cola encountered difficulties when cinemas,
restaurants, bars and stadiums closed due to social distancing. Although about
half of Coca-Cola's revenue comes from home consumption, this cannot be offset
by people hoarding during the curfew.
-
Revenue:
- In the first quarter of 2020, Coca-Cola reported Q1 adjusted revenue of $8.6
billion, down 1% year-over-year. Still, they beat the $300 million prediction.
- The effect of COVID-19 on the second quarter and the whole year of 2020 is still
unclear, but Coca-Cola believes that this pressure is temporary and hopes for
improvement in the second half of 2020.

Post-COVID-19 Era transition:

- Coca-Cola focuses on growing e-commerce, cutting costs and promoting healthy
products and sustainable initiatives, such as reducing plastic waste.
- However, it is still early to evaluate the effectiveness of new and sustainable
products, and Coca-Cola maintains its position as an important consumer brand
25. Analyzing we can draw
the success of coca in
terms of supply chain

Long-term partnerships with suppliers and distributors: Coca-Cola focuses on

building long-term relationships with supplier partners and distributors. This
helps ensure products are available on time and of high quality.

Efficiency and cost savings: Coca-Cola optimizes supply chain processes to

minimize costs, reduce waste and maximize profits. They pay special attention to
using renewable energy sources, reducing emissions and using recyclable
packaging.

Ability to innovate and create: Coca-Cola continuously innovates in areas such

as packaging, distribution and production processes. They invest in technology
like RFID, machine learning in logistics, and artificial intelligence to optimize the
supply chain.

Committed to sustainability: Coca Cola focuses on using renewable energy

sources, reducing emissions and using recyclable packaging. This meets
consumer demand for environmentally friendly products.
 26. Improve supply
chain and risk

Suppliers: Coca-Cola has two main groups of suppliers: raw material

suppliers and packaging suppliers. Input materials, such as CO2, food
coloring, phosphoric acid, caffeine, sugar and natural flavors, play an
important role in ensuring product quality.

SCOR model: Coca-Cola uses the SCOR (Supply Chain Operations

Reference) model to manage its global supply chain. This model helps
improve supply chain performance and efficiency.

Reverse logistics: Coca-Cola sources locally to optimize the supply chain.

The less sugar delivery time to the processing plant, the lower the supply
chain risk.
27. Improve sales and
marketing services for
the region
Supply chain optimization: Coca-Cola needs to ensure that products are always
available and delivered at the right time. This includes optimizing distribution
systems and supply chain management.

Diverse marketing strategy: Coca-Cola should use many forms of advertising

such as television, radio, street and online advertising to promote products and
create trust with customers.

Focus on customer experience: Coca-Cola needs to create a positive experience

for customers through creative marketing campaigns and create connections
with them through social media channels.

Integrating technology and innovation: Coca-Cola should find ways to apply

technology and innovation to create value for customers. This could be product
innovation, leveraging data to customize marketing campaigns, or even testing
new products.