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 400 brands in over 200 countries or territories, which shows its reorganization. The Coca-Cola Company (TCCC) only produces concentrate syrup which is then sold to various bottlers throughout the world who hold a Coca-Cola franchise.

COMPANY PROFILEORIGIN

• The first Coca-Cola recipe was invented in Covington, Georgia, by JOHN STITH PEMBERTON, originally as a coca wine called “Pemberton's French Wine Coca’ in 1885.

• The first sales were made at Jacob's Pharmacy in Atlanta, Georgia, on May 8, 1886, and for the first eight months only nine drinks were sold each day.

• It incorporated in 1892 as Coca-Cola Company (the current corporation).

Interbrand’s Global Brand Scorecard for 2011 ranked Coca-Cola the #1 Brand in the World and estimated its brand value at $70.45 billion

Coca-Cola currently offers nearly 400 brands in over 200 countries or territories and serves 1.5 billion servings each day.

COMPANYPROFILEAchievements

HEADQUARTERSThe Coca-Cola CompanyAtlanta, USA 

COMPANY PROFILE

Mission, Vision & Values

To Refresh the World...in boy, mind, an spirit. To Create Vale and Make a Difference...everywhere we engage.

People: Being a great place to work where people are inspired to be the best they can be.

Leadership: “The courage to shape a better future” Passion: “Committed in heart and mind” Integrity: “Be real”

VARIETIES OF PRODUCTFrom the 1st day of launching till today Coca-Cola has been introduced in 27 different varieties:

Coca-Cola Statistics Coca cola owns more

than ½ of the world’s beverages.

Coke is affordable in all the countries. It was not out of the price range for an afternoon snack.

Coke comes in a variety of sizes worldwide so you can use it for a crowd or as a personal snack drink

•Coca-Cola is recognized by 94% of the world’s population

Going Global: 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”.

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Our Quality Promises: Quality Is The Highest Business Objective. Have achieved GOLDEN PEACOCK NATIONAL QUALITY AWARD 2004 in India and are marching forward to achieve such more awards globally. Though there were many problems in quality, the 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 but they also consider about the old people they take then as a co-target market.

I'm Extremely SelfishProtectivePossessiveWith my

Change Of Bottle Designs: While targeting young minds of India they are 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 : 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. To have fun things like

-coke fountain-coke Halloween parties-coke games-coca competitions

Cocateria: 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: 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: 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

Strengths Weaknesses•World’s largest brand•Large scale of operations•Robust revenue growth in three segment.

•Negative publicity•Sluggish performance in north America•Decline in cash from operation activities

Opportunities Threats•Acquisitions intense competition•Growing bottled water market•Has sufficient capital to expand

•Intense competition•Dependence on bottling partners•Sluggish growth of carbonated beverages

SWOT ANALYSIS

COMPETITORS

• The biggest competitor of coke is Pepsi.• Pepsi is often second to Coke in terms of

sales , but outsells in some localities.• In India, Coca-Cola ranked third behind the

leader, Pepsi-Cola, and local drink Thums Up. However, The Coca-Cola Company purchased Thums Up in 1993. As of 2011, Coca-Cola held a 60.9% market-share in India.

5 force model

Coca-Cola : Porter’s Five Forces

Rivalry Thums up Pepsi

Substitutes (Wilde and Thick causing a significant decline in Coca-Cola profits . To reduce the threats it embraced bottling and concentrated on diversification

Teas Milk Coffee Juice Alcoholic drinks Bottled water Energetic drinks Other refreshments

Barriers to Entry (Penetrating the soft drink industry is hard because of the established name of Coca-Cola,

Exclusive Territories Direct-store-delivery (DSD) Substantial Investment Current Market Presence of

Coca-Cola Coca-Cola has long-term

relationships with their retailers and distributors making possible the defense of the position by means of discounts and other tactics, and regulation make it impossible for new bottlers to enter areas where an existing bottler operates.

Power of Suppliers Sugar Packaging

Bargaining power of suppliers is low due to two reasons.

First, the main inputs are sugar and packaging. Sources of sugar are on the open market which subsequently makes the creation power of suppliers at low levels. There are several suppliers for packaging as well as the abundance in supply of inexpensive aluminum.

Second, direct negotiations from concentrate producers to suppliers are present; an initiative to encourage reliable supply, faster delivery and lower prices.

Bargaining Power of Buyers depends on the marketing channel used. For Coca-Cola, there are six core channels such as: Super Markets Convenience Stores Mass Merchandisers Fountain vending machine Restaurants and Food stores

Bargaining power of buyer is high for fountain supermarkets and mass merchandising because of the low profitability and strong negotiation power of retail channels but for vending bargaining power is non-existing caused by high profitability.

Porter’s value chain: Overview

Infrastructure

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Management

Human Resources

Sales &Marketing

OutboundLogistics

ProcessInboundlogistics

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KSFKey Success Factors

Strong global presenceSpread in more than 200 countries Licensed Bottlers

High utilization of fixed assets   Coca-Cola does not have complete possession of its bottling system, its major basis of revenue is the sale of concentrate to its bottlers.          Advertising and differentiationCoke mainly is competing on advertising and differentiation rather than pricing.  Well recognized and cherished brand nameThe main brand of the Coca-Cola Company is sold globally and is recognized as the best-known brand name in the globe.

Retail and distribution networkCoke provides significant margins to retailers up to 15-20%; these margins are reasonably enough for retailers to keep Coke’s products Product innovation capabilitiesOffers different products lines according to the specific needs, preferences and tastes of the customers such as Coca-Cola Vanilla, Cola-Cola Zero, and Coca-Cola Cherry etc.  Breadth of product lineThe Coca-Cola organization has occasionally launched other cola drinks beneath the Coke brand name.

Conclusion At Coke, the creation of the absolute effective

position is central on investing on Coca-Cola Retailing Research Councils. Along with its four key processes, Coke creates value through proactively engaging their retailers at technically every levels of the value chain from raw materials down to end-products. Conforming to holistic improvements, Coke strategically put value to store management, providing consumers with the right to choose while also enjoying the health benefits of its brands.

More than complying to standards and acquiring first rates, Coke aimed at enhancing the shopping experience and enjoyment of refreshments which are reflected in the figures they accumulate coupled with ethical operation.

So,

Thank you!