coca cola mrktin

8/7/2019 Coca Cola Mrktin

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INDEX MEMBERSHIP:DOW JONES COMPOSITE

SECTOR : CONSUMER GOODS

INDUSTRY :BEVERAGE(SOFT DRINKS)

FULL TIME EMPLOYEES:139,600

COMPANY PROFILE


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The Coca-Cola Company (NYSE: KO) is a beverage retailer,manufacturer and marketer of non-alcoholic beverage

concentrates and syrups. The company is best known for its flagship product Coca-

Cola, invented by pharmacist John Stith Pemberton in 1886.

The Coca-Cola formula and brand was bought in 1889 by AsaCandlerwho incorporated The Coca-Cola Company in 1892.

Besides its namesake Coca-Cola beverage, Coca-Colacurrently offers more than 500 brands in over 200 countriesor territories and serves 1.6 billion servings each day

INTRODUCTION


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The Coca-Cola Company is headquartered in Atlanta, Georgia.Its stock is listed on the NYSE and is part of DJIA, S&P 500Index, the Russell 1000 Index and the Russell 1000 Growth

Stock Index.

Its current chairman and CEO is Muhtar Kent.

The Coca-Cola Company only produces syrup concentratewhich is then sold to various bottlers throughout the worldwho hold an exclusive territory.


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The world's favorite drink. The world's most valuable brand.The most recognizable word acrossthe world after OK. Coca-Cola has a truly remarkable heritage.

In India, Coca-Cola was the leading soft-drink till 1977 whengovt. policies necessitated its departure. Coca-Cola made its

return to the country in 1993 and made significantinvestments to ensure that the beverage is available to more'and more people, even in the remote and inaccessible partsof the nation.


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Refresh the World... In body, mind, and spirit

To Inspire Moments of Optimism... Through ourbrands and our actions

To Create Value and Make a Difference... Everywhere

we engage.

MISSION


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PROFIT: Maximizing return to shareowners while beingmindful of our overall responsibilities.

PEOPLE: Being a great place to work where people areinspired to be the best they can be.

PORTFOLIO: Bringing to the world a portfolio of beverage

brands that anticipate and satisfy peoples Desires andneeds.

PARTNERS: Nurturing a winning network of partners andbuilding mutual loyalty.

VISION


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Direct distribution: In direct distribution, the bottling unit or the bottlerpartner has direct control over the activities of sales, delivery, andmerchandising and local account management at the store level.

Indirect distribution: In indirect distribution, an organization which is notpart of the Coca-Cola system has control on one or more of thedistribution elements (Sales,delivery, merchandising and local accountmanagement)

Merchandising: Merchandising means communication with the consumerat the point of purchase to convey product benefit, value and Quality.

DISTRIBUTION


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Cocacola has a wide range of products. Its customer also varies accordingto taste andpreference. Coca cola is also available in can of 330ml whichtargets the upper income class andtheir sale is also confined in thoseparticular places.

Coca cola is available in cola, lemon, orange and juice flavor, accordinglycustomers have choicefor. Among the products of coca cola Thumps-uphas lead the way with 45% of market shareFanta stands third after

Mirinda.

Coca Cola Company has wide range of customers that falls under thedistribution channels ofmarketing. Customers may be distributor,

retailers to final customers, which are households.

CUSTOMERS


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Being the biggest company in the soft drink industry, Coca Colaenjoys the largest marketshare.This company controls about 59% ofthe world market.

In 2002, the company grew their carbonated soft-drink business bynearly250 million unit cases and generated record volumes.

Because carbonated soft drinks arethe largest growth segmentwithin the nonalcoholic ready-to-drink beverage categorymeasuredby volume, that is why they are focusing more on this and they arecontinuallyincreasing the pace because they know that acceleratingthis pace is crucial to their futuresuccess. Thus they are increasingtheir market day by day.

MARKET SHARE


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NEW VARIATION OF COKE


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BRAND AMBASSADOR-

GUATHAM GAMBIR


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Focused on 3 groups

A)E & D

B) Convenience

C) Grocery

1.E&D:Those outlets where people visit to ear of drink are known andeating and drinking outlets. Such as Restaurants and Hotels.

2. Convenience :Convenience outlets ate those outlets where peoplevisit regularly for various purposes like stationary shop, S.T.D Booth,

Betal Shop and general Store.

3. Grocery :Those outlets where people visit to purchase food grainsand any of such things for futureconsumption and called as Groceryshops.

SEGMENTATION


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The company's beverages are generally for allconsumers.

However, there are some brands, which targetspecific consumers. For example, Coca-Cola's dietsoft drink are targeted at consumers who are olderin age, between the years of 25 and 39.

PowerAde sports water target those who are fit,healthy and do sport. Winnie the Pooh sipper capJuice Drink target children between the ages 5-12.

TARGET


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Age

High price

Gender

Time of day

Place of distribution Quantity

POSITIONING


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There are different brands of the Coca Cola Company, which arecurrently in use throughout the world. This company not only deals inthe carbonated drinks but also other drinks.While launching its product,the marketing team considers the culture of the country.

Major brands of coca cola

CokeSpriteFantaDiet cokeCoke classic

PRODUCTS& BRANDS


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Dasani bottled water

Glaceau VitaminWater

POWERade sports drinks

Minute Maid and Minute Maid To Go juices Aquarius sports drinks

Nestea

Sokenbicha

Odwalla

COCACOLAS MAJOR OFFERINGS


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Coca-Cola Co. it will launch a no-calorie version of itstrademark soft drink called Coca-Cola Zero in the United

States in June.

The drink will be sweetened partly with a blend of

aspartame and acesulfame potassium. Aspartame is a keyingredient in Diet Coke, but a spokesman for the Atlanta-based company said Coca-Cola Zero will have a unique taste.

NEW LAUNCH OF

COCACOLA


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LEADERSHIP: The courage to shape a better future

PASSION: Committed in heart and mind

INTEGRITY: Be real

ACCOUNTABILITY: If it is to be, its up to me

COLLABORATION: Leverage collective genius

INNOVATION: Seek, imagine, create, delight

QUALITY: What we do, we do well

GROWTH OF COC


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MANUFACTURING

MECHANISM


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The global nature of the business requires thatthe Coca-Cola system has the highest standards andprocesses for ensuring consistent product safety and

quality -- from our concentrate production to ourbottling and product delivery.

The measure of key product and package quality

attributes to ensure our beverage products in themarketplace meet Company requirements andconsumer expectations.

PRODUCT

SAFETY&QUALITY


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.Accelerate carbonated soft-drink growth, led by Coca-Cola.

Selectively broaden the family of beverage brands to driveprofitable growth.Grow system profitability and capability together with ourbottling partners.Serve customers with creativity and consistency to generate

growth across all channels.

Direct investments to highest potential areas across market.

STRATEGIC PLANNING


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Threat of new Entrants

Threat of substitutes

Rivalry in industries

Bargaining power of suppliers

Bargaining power of suppliers

MICRO ANALYSIS


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Demographic environment

Population growth

Population mix

Household patterns-large and small families

Geographical shift

MACRO ANALYSIS


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Political Analysis:

Political analysis examines the current and potential influencesfrom political pressures.

The non-alcoholic beverages falls in the category under theFDA and the government plays a role within the operation ofmanufacturing these products.

In terms of regulations, the government has the power to setpotential fines for the companies that did not meet theirstandard law requirement.

PESTLE ANALYSIS


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Economic analysis examines the local, national and worldeconomy impact which is also includes the issue of recession andinflation rates.

"For major soft drink companies, there has been economicimprovement in many major international markets, such as Japan,Brazil, and Germany." These markets will continue to play a majorrole in the success and stable growth for a majority of the non-

alcoholic beverage industry.

There is a low growth in the market for carbonated drinks,especially in Coca Colas main market, North America. The marketgrowth recorded at only 1% in 2004 for North America.

Ecocnomic analysis:


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This analyzes the ways in which changes in society affectthe organization such as changing in lifestyles and attitudes of themarket.

Consumers from the ages of 37 to 55 are also increasingly concernedwith nutrition. There is a large population of the age range known asthe baby boomers.

Since many are reaching an older age in life they are becoming more

concerned with increasing their longevity. This will continue to affectthe non-alcoholic beverage industry by increasing the demand overalland in the healthier beverages.

The demand for carbonated drinks decreases and this pulled down the

revenues of Coca Cola.

Sociological analysis


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Coca-Cola ranks well

ahead of its close competitor Pepsi which has a ranking of22 having a brand value of $12,690million The Companys strong brand value facilitatescustomer recall and allows Coca-Cola to penetratemarkets.

However, the company is threatened by intensecompetition which could havean adverse impact on the companys market share

SWOT ANALYSIS


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Strengths:

Worlds leading brandLarge scale of operationsRobust revenue growth in three segmentWEAKNESS:

Negative publicity Sluggish performance in North America

Decline in cash from operating activities


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Oppurtunity:

Acquisitions Intense competitionGrowing bottled water marketGrowing Hispanic population in USThreats:

I

ntense competitionDependence on bottling partnersSluggish growth of carbonated beverages

coca cola mrktin

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