Coca Cola – IMC Report

Submitted by :-

Deepen Upadhyaya,

Sec - A, Roll No – 15

Sem – I

The Coca-Cola Company traces it’s beginning to 1886, when an Atlanta pharmacist, Dr. John Pemberton, began to produce Coca-Cola syrup for sale in fountain drinks. However the bottling business began in 1899 when two Chattanooga businessmen, Benjamin F. Thomas and Joseph B. Whitehead, secured the exclusive rights to bottle and sell Coca-Cola for most of the United States from The Coca-Cola Company.

Introduction

History

The Coca-Cola formula and brand was bought in

1889 by Asa Griggs Candler (December 30, 1851 -

March 12, 1929), who incorporated The Coca-Cola

Company in 1892. Besides its namesake Coca-

Cola beverage, Coca-Cola currently offers more

than 500 brands in over 200 countries or territories

and serves over 1.7 billion servings each day.

The company operates a franchised distribution

system dating from 1889 where The Coca-Cola

Company only produces syrup concentrate which is

then sold to various bottlers throughout the world

who hold an exclusive territory. The Coca-Cola

Company owns its anchor bottler in North America,

Coca-Cola Refreshments.

Company Overview

Type Soft Drink (Cola)

Manufacturer The Coca- Cola Company

Founder (s) John S. Pemberton

Country of Origin United States

Introduced 1886

Area Served Over 200 countries

Color Caramel E-150d

Flavors Cola, Cola Green Tea, Cola Lemon, Cola

Lemon Lime, Cola Lime, Cola Orange and

Cola Raspberry.

Employees 92,400

Servings per Day 1.6 Billion

Website www.coca-cola.com

•A leading manufacturer, distributor and marketer of non-alcoholic beverage concentrates & syrups •The company owns or licenses more than 500 brands in 200 country. •The company is headquartered in Atlanta, Georgia

VISION

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

• Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy people's desires and needs.

• Partners: Nurture a winning network of customers and suppliers, together we create mutual, enduring value.

• Planet: Be a responsible citizen that makes a difference by helping build and support sustainable communities.

• Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities

• Productivity: Be a highly effective, lean and fast-moving organization.

MISSION

• To refresh the world in body, mind and spirit

• To inspire moments of optimism through our brands and our actions

• To create value and make a difference everywhere we engage.

VALUES

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

Diversity: As inclusive as our brands

Quality: What we do, we do well

•Global presence •Many variants. •Brand awareness •Logo famous •Strong marketing

and advertising

•Aggressive acquisitions •Increase in demand for bottled water •Growth of Hispanics

•Negative publicity •Low profits in strong areas •Decline in cash flow •Supply is restricted

•Intense competition •Slowdown in rural •Demand •Negative health effect •Soda Fountains.

STRENGTHS WEAKNESS

OPPORTUNITIES THREATS

SWOT ANALYSIS

Competition

• Direct Competition : • Pepsi – As Pepsi is one of the chief Non Alcoholic beverage selling CO. in

India.

• Rasna – Apart from non Alcoholic beverage there are flavored syrup easy to mix at home.

• Tang – Fruit Punch and juice from natural fruits for people who are more conscious about eating and drinking habits for health.

• Amul – Amul along with its Ice cream is also into sales of Amul Kool flavored Milk which as a drinking refreshment is a threat to Coca cola especially in sectors where children’s health are a priority by parents.

• Frooti – It has equal monopoly in refreshment market in fruit juice and flavored drinking ranges

• Soda Fountains – Availability of various soda shops selling cheap cold drinks.

Target Audience

• The target audience are also varying from product of use. i.e. Diet coke for health conscious people, Big bottles for family, coke mobile for travellers. Etc.

• 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.

• The target market for Coca cola is very wide as it satisfies the needs for many different consumers, ranging from the healthy diet consciousness through Diet Coke to the average human through its best selling drink regular Coke. Most Coke products satisfy all age groups as it is proven that most people of different age groups consume the Coca Cola product. This market is relatively large and is open to both genders, thereby allowing greater product diversification.

Promotion

• Coca-Cola advertising has historically focused on wholesomeness and nostalgia for childhood. Coca-Cola advertising is often characterized as "family-friendly", and often relies on "cute" characters (e.g. the Coca-Cola polar bear mascot and Santa Claus around Christmas).

• One example of a heated exchange that occurred during the Cola Wars was Coca-Cola making a strategic retreat on July 11, 1985, by announcing its plans to bring back the original 'Classic' Coke after recently introducing New Coke.

• Notable promoters of Coca-Cola have included Bill Cosby, Whitney Houston, Paula Abdul, Weird Al Yankovic, George Michael, Christina Aguilera, Max Headroom, Elton John, Aamir Khan, Imran Khan, Hritik Roshan and Sachin Tendulkar.

Sponsorship by Coke

Among our most well known sponsorships are American Idol, Apple iTunes, BET Network, NASCAR, NBA, NCAA, and the Olympic Games.

American Idol: Coca-Cola has been an official sponsor for all ten seasons of American Idol®, the number one-rated television phenomenon now airing Wednesdays and Thursdays on FOX...

BET Network: Coca-Cola partnered with one of Black Entertainment Television's (BET) most popular properties -- 106 Park -- to bring the program to life...

NASCAR: Coca-Cola has been involved with stock car racing for more than 50 years and has been the official sparkling beverage of NASCAR since 1998. Its long-term partnership with NASCAR runs through the 2017 season...

NCAA: Coca-Cola is an Official NCAA Corporate Champion, the Official Fan Refreshment of the NCAA and partner with the NCAA in a 13-year association...

Olympic Games: The Coca-Cola Company is proud to be the longest continuous corporate partner of the Olympic Games...

Tie Ups for Food & TV

Coca Cola has been keeping tie ups in many well known hotel and restaurant chains for its product availability like US – Pizza, Domino’s Pizza, Mario, Mc-Donalds

Apart from having tie up with food franchise it also has its vending machine, Coca cola refrigerators , Can Machines, Railway stands sales.

Coca Cola is sponsors TV shows and TV Ads promotions for its ranges of drinks.

Coca Cola is also into sponsoring and promoting of various events as mentioned earlier

http://www.youtube.com/watch?v=XGnkh9Wn0aA

Coca Cola and Partnership

Coca-Cola takes its corporate responsibilities seriously and works in partnership with a number of organizations. These include:

The Bharatiya Agro Industries Foundation. (B.A.I.F)

The United Nations Human Settlements Programme (UNHABITAT)

SOS Children's Village of India

The Forum for Organized Resource Conservation & Enhancement (FORCE)

WWF, WRAP, The Carbon Trust, Special Olympics, Thames21, Street Games, Save the Children

Distribution Channel

Product Name Image

Coke

Sprite

Fanta

Diet Coke

Minute Maid

Minute Maid Juices

Kinley Drinking Water

India and Its culture.

India’s one billion people, growing middle class, and low per capita consumption of soft drink.

Ten percent of the India’s population lived in urban areas and drank ten bottles of soda per year.

Coke launched a smaller bottle priced at almost 50% of the traditional package.

Liberalization Policy.

1993 Coca-Cola returned back to India.

By the end of 1993, a deal that gave Coca Cola, ownership of the nation’s top soft drink brand and bottling network.

With the acquisition of major brands in India it went on to be known as The Hindustan coca cola Beverages PVT LTD.

Entry in MCA of India

• Coca cola acquired most of the local Indian Brands including Thumbs-Up, Limca, Maaza , Citra and Gold-Spot.

• As a result it ranked 42 in the Brand Equity Most Trusted Brands listing, much lower than Thums Up’s 34th rank.

• Promoting Local drinks like Aam Panna, Jal-Jeera.

In 2000 & 2001 the company launched the Kinley water brand and Shock energy drink respectively.

The company has 3 business regions , and operates out of 22 locations across India.

TOUCHING INDIAN HEARTS

“Life ho to aisi”

“Thanda Matlab Coca-Cola”

“Baato Khushiya”

“Ha Me Crazy Hun”

“JO CHAHO HO JAYE, COCA COLA ENJOY!!!”

Open Happiness

ABOVE ARE SOME TAG LINES WHICH COCA COLA USED TO GRAB THE INDIAN MARKET AND TO ATTRACT PEOPLE IRRESPECTIVE OF THEIR INCOME……

Coke & its Product Range

Regulars: Coke Classic Vanilla Coke Cherry Coke Caffeine free Coke Fanta Sprite Sprite Ice Sprite Duo Coca Cola Black Limca Caffeine free Diet Coke Diet Cherry Coke Diet Coke with Lemon Diet Vanilla Coke

Sports Drinks: PowerAde Nestea Aquarius Vitamin Energy Juices/Water: Minute Maid Maaza Kinley Energy Drinks: Full Throttle Barq’s Tab Burn

Project Reference

http://www.coca-cola.com/le/pages/landing/index.html http://www.coca-cola.co.uk/about-us/our-partnerships.html http://www.coca-colacompany.com/stories/coca-cola-sponsorships http://www.coca-colacompany.com/contact-us/faqs http://www.cocacola.com/India http://www.google.com http://www.wikipedia.com

Thank you

Submitted by :-

Deepen Upadhyaya,

Sec - A, Roll No – 15

Sem – I