Necip Fazıl KESKİNKILIÇ

BUS 338FINAL

PROJECT

THINGS WE HAVE TO KNOW ABOUT CCİ

CCİ has been

working in Turkey

since 1964

CCİ has been working in 9

different factories

(which are stated in

different cities such as; Istanbul,

Ankara, İzmir, Manisa, Bursa

CCİ has contract and

business relation with

500 dealers in Turkey. CCİ

has 22 factories

which have 360 million customer capacity

There are three main

coke types in Turkey under the working process of CCİ. Coca

Cola Classic, Coca Cola Light and Coca Cola

Zero

CCİ is a joint venture; %40 is owned by

Coca Cola %40 is owned by

Anadolu Group and remaining %20 is owned

by Özgörkeyler

MISSION, VISION AND GOALMISSIONAddresses the thirst of consumers, who have partnered with clients, creating superior value for its shareholders and to be a sustainable and profitable company to give confidence for community

VISION•Leading the market,

inspiring people and to be a excellence company that creates added value for

GOAL•The main goals for the Coca-Cola are to be globally known as a business that conducts business responsibility and ethically and to accelerate sustainable growth to operate in tomorrow’s world..

TARGET MARKET, LOGO, SLOGAN, COLORS

TARGET MARKET: The target market for the Coca-Cola is based on age. The audience of Coca-Coal is youngster or youth.It has wide range of targeting. It ranges from the age of 15-25 and reaches to 40.

LOGO:

SLOGAN: There are many slogans from past to now but most known and currents are; Always Coca Cola, Enjoy it, Make It Real, We Make it Happen

COLORS: Since its inception in 1886, Coca Cola has always been brown in color and has never been green. The caramel color was originally added to hide impurities caused from the copper pots it was made in and brown hides impurities remarkably well.

High Quality

Low Quality

Low

Pric

e High Price

CC POSITIONING TREND

DEMOGRAPHICS, TRENDS

Age : 18-24, 25-40 Race : all Income : heaviest users– households, adults, children …

MARKET •CCI offers its products and services to hundreds of millions of consumers.

MARKET SHARE •CCI has total annual turnover of TRY 3.408 billion and a total

sales volume of 761 million unit boxes in 2011

HOW TO GROW THE MARKET?

• It’s directly connected to the importance attached to operational excellence, business leadership and sustainability, as well as to the investments made so far.

MARKET GROWTH

STRENGTHS :- Well organized distribution channel- High brand loyalty- First mover- Strong technology- High production capacity- Strong sponsorship relations

WEAKNESSES : - Can’t play with price as it wants even it’s the market leader- Rare direct distribution in the cities except Ankara- Are not good to health

OPPORTUNITIES : - With development of tourism sector increase in spaces- Can try to create and provide more healthy drinks in the market- Can attempt to provide food in the future

THREATS : - Rumors spread all over the world that it’s harmful for health- Aggressive strategies of competitors- Being market leader for many years can drop down their motivation- Poor economy may affect the consumers to purchase Coca cola- Threat of reduction of costumers because of just focusing on retail stores

…SWOT

ANALYSIS

COMPETITION

For Cola light – Pepsi Max Pepsi cola’s tactics keeps Coca cola in a quite dire

necessityOther rivals : SUNNY, ÇAMLICA GRUBU - “RC COLA” ULUDAĞ GRUBU - “BİXİ COLA”

COMPETITION

CCİ is one of the biggest players in beverage market of Turkey who has been making sponsorship contracts with huge organizations like: FiFA World Cup 2006 and Turkish Football Leagues

The Promotional Competition organized by Coca-Cola

It has more increased brand loyalty than its competitors…

RECOMMENDATION

CCI should have innovative ideas in order to make its past customers to stay and grab more future customers

There should be more adv concerning on “Coca Cola’s products are healthy” due to the consciousness level of customers have grown, this type of Companies have to be more sensitive too