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World’s Leading Nonalcoholic Beverage Company

Winning the marketplace!

Coca Cola Holds Leadership Positions Across Key Categories

… and geographies

Coca Cola’s Sustainability Initiatives

COCA-COLA ON SOCIAL

How Coke Zero Became a Hero

In 2007, AOL named Coke Zero

the 2nd-hottest product, behind

the iPhone

Low-calorie sparkling option for

younger malesDebuted in June 2005

Most successful product

launch since Diet Coke in 1982 Sold in 159 countries

Coca Cola Zero Ad

Some of the first bottles of Coke Zero were sold on eBay in April 2005

Promoted initially with “Everybody Chill” tagline

The white labels were associated with

feminine-leaning diet drinks

Coke Zero needed a more masculine look

Coca-Cola New Zealand pioneered the black packaging Coke Zero is known for!

Coke Zero debuted in the U.S. in white packaging

A giant “drinkable” billboard at the 2015 NCAA

Final Four

The brand made a big splash on the big screen and online!

In 2010, the Coke Zero Facial

Profiler Facebook app allowed fans

to find lookalikes around the world

A robust Coke Zero campaign tied

to James Cameron’s epic 2009

adventure film, AVATAR

During the Past Two Years, the Topline Growth has Decelerated for Coca Cola

Industry deceleration

driven by emerging markets

Coca-Cola Zero’s key markets:

Brazil (US$864 million rsp)Argentina (US$131 million)

Other markets recorded sales between S$10 to US$40 million. This is very alarmingly. 

Forecast of Carbonates sales in India (in mn litres)

2,555.5

Carbonates sales in 2014 in India: 2555.5 mn litres

Market share of Coca Cola in Carbonates

Major competitor is PepsiCo Inc with a market share of 33.8% in 2014

Male-orientated diet cola have flattened, growing

only 4.5% in 2011-2013

While there exists vast potential for the carbonates in

India, low-calorie carbonates remains a niche product

This makes Coca-Cola’s Coke Zero campaign a focus on

branding rather than an investment`

Credits

• http://www.coca-colaindia.com/• http://www.coca-colaindia.com/coke-zero-became-hero-10-facts-know/• http://assets.coca-colacompany.com/00/d9/fde578f54667aa7633361e030628/deutsche-bank-

2015-presentation.pdf• Euromonitor International: Soft Drinks in 2014: Products, Performance, Prospects• Coca-Cola’s Coke Zero Faces Challenges in India• Coca-Cola Co, The in Soft Drinks (World)• http://www.portal.euromonitor.com/portal/analysis/tab• http://www.portal.euromonitor.com/portal/statistics/rankcountries• http://www.coca-colacompany.com/stories/5by20• http://www.coca-colacompany.com/sustainability/• http://www.coca-colacompany.com/press-center/image-library/• https://www.linkedin.com/in/sameermathur

Indian Institute of Management, LucknowMarketing Professor: August 2013 – Present

McGill UniversityMarketing Professor: July 2009 – July 2013 

Carnegie Mellon UniversityPh.D. in Marketing : August 2003 – June 2009

Indian Institute of Management, LucknowMBA Student