A Presentation on

COCA COLA

Presented By:-Aditi KoundleDeeksha TiwariManisha Khiwal

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

Employees 92,400

Servings per Day 1.6 Billion

Cont’d…• The Coca-Cola Company is the world's largest beverage

company.• largest manufacturer, distributor and marketer of non-

alcoholic beverage.

• The company is best known for its flagship product

• Coca-Cola invented by pharmacist John StithPemberton in 1886.

Cont’d…• The Coca-Cola formula and brand was bought in 1889by Asa

Candler who incorporated The Coca-Cola Company in 1892.

• 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 bottlersthroughout the world who hold an exclusive territory.

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

SWOT Analysis of

COCA COLA

SWOT Analysis

International Coca-Cola

• In Hong-Kong, heated Coke is served as a cold remedy.

• Coke advertises 200 in countries around the world.

• In Japan people use money chips on their cell phones to pay for drinks.

BUSINESS STRATEGY

• Differentiated Marketing• Customer satisfaction• Endorsement of celebrities• Reasonably priced• Consumer connecting advertisements• Availability in every local market

LOGISTICS

Cont’d…

Market Share of Carbonated Drinks

60%

35%

5%

coca cola pepsi.co others

PRODUCT PORTFOLIO OF CCI

COCA COLA ENTERS INDIA• Coca Cola entered the Indian market in 26th October,1993.

• It acquired ownership in the Parle Group which gave the Company instant ownership to popular brands :Thumps Up, Goldspot, Limca, Maaza.

• The deal not only gave manufacturing, bottling, and distribution assets to coke but also strong consumer preference.

• Jayadev Raja, the flamboyant management expert , was made the first CEO of Coca cola in India.

• With access to 53 of Parle’s plants and a well set bottling network, an excellent base for rapid introduction of the Company’s International brands was formed.

WHAT WENT WRONG

• The style of professional management didn’t matched with the local bottlers as Coke was not able to capitalise the popularity of Thumps Up.

• The company changed its CEO four times during the span of 7years.• The slow pace of work in erstwhile Parle group proved to be • Many bottling plants were small in size and were using obsolete

technology and used low grade trucks for the transportation purpose by the bottlers.

• Raja was replaced by Jack Nicholas in 1995 and he tried to acquire equity stakes in the Bottling plants.

• The plan back fired as the plants already running on low profits decided to join Pepsi Inc

Cont’d…• Coke failed to capitalise on being the official drink of World

Cup 1996 as Pepsi brought the tag ”Nothing Official About It”.

• Nicholas was replaced by Donald short, who invested heavily in acquiring 38 bottlers for $700 million .

• In next few months coke tripled its ad spending and moved to decentralize the style of working.

• Each bottling plant was expected to meet  predetermined profit, market shares and sales volumes.

• The approach didn’t bring the expected results and Coke brought in Alexander Von Behr.

What other changes might be necessary to make Coke’s operation profitable in India

• To help the bottlers overcome their financial problems and increase profit margins

• Improve relations with the bottlers to so that able to do their work with full commitment and provide better services to the company.

• Launch more products in different categories to increase customer base.

• Promote established brands like Thumps up and Limca to gain more market share compared to Pepsi.

• Motivate their employees and bring them in sync with Company goals

RECOMMENDATIONS

• Serve consumers as a broad selection of the non alcoholic drink.

• Think and act locally.• Be best marketers in the world.• Consumer demand should drive everything

they do.• Invest profits for future growth and for

earning more of market share and profits.