The journey of Coca Cola. Its History, products, marketing analysis

1. Presented by :- Nikita Koli
27.11.2017

2. Company Profile
Name: The Coca Cola Company
Industries served : Beverages
Geographical areas served: Worldwide
Headquarter:
Current CEO:
Employees : 150,900

3. History
1886
An inventor
Dr. Jhon S. Pemberton
1st President
Asa G. Candler
1899
First bottling
occurred

4. 1930
Global Operations started
1960
Introduced new brands

5. Mission
 To refresh the world in mind, body and spirit
 To inspire moments of optimism and happiness through our brands and actions
 To create value and make a difference.

6. Vision
• To achieve our mission, we have developed a set of goals, which we will work with
our bottlers to deliver:
• People: Inspiring each other to be the best we can be by providing a great place to
work
• Portfolio: Offering the world a portfolio of drinks brands that anticipate and satisfy
people's desires and needs

7. • Partners: Nurturing a winning network of partners and building mutual
loyalty
• Planet: Being a responsible global citizen that makes a difference by helping
to build and support sustainable communities
• Profit: Maximizing long-term return to shareholders, while being mindful of
our overall responsibilities
• Productivity: Being a highly effective, lean and fast-moving organization.

8. Evolution Of Logos’

9. SWOT Analysis
Strengths
•Vast global presence
•Fantastic marketing strategy
•Customer loyalty
•Distribution network
Weakness
•Product diversification is low
•Water management
Opportunities
•Market the lesser selling product
•Packaged drinking water
•Diversification
Threats
•Raw material sourcing
•Indirect competition

11. BCG Matrix Ansoff Matrix

12. Marketing Mix
1. Product
 The company has the widest portfolio in beverage
Industry comprising of 3300 Products.
 Beverages are divided into diet category, 100 fruit
juice, water, energy drink, tea, coffee, etc.
 Coca Cola brands in India are Fanta, Maza, Limca,
Sprite, thumbs up, Minitue Maid, etc.

13. 2. Price
 Each sub brand of coca cola has different pricing
depending on market and geographic segment.
 Pricing is based on competitor’s pricing

14. 3. Place
 World’s most favorite brand and is available
all over the world.
 The distribution system of coca cola follows
FMCG distribution pattern.
 In India they have captured even the rural
market by extensive distribution.

15. 4. Promotion
 Coca Cola adopts various marketing and
advertising strategies to create increase
demand in market.
 It uses CSR as its marketing tool to gain
emotional benefits in consumers mind.
 It has many brand ambassadors
 It allows price discounts and offs to
distributors and retailers.

16. Branding Strategy
Family
Happiness
Culture
Music
Sport
Brand Extension

17. Advertising Strategy
TV Commercial

18. Slogans

19. Celebrity Endorsement

20. CSR activities in India
Coca-Cola India Foundation
The Foundation has been implementing projects in various States in India and will continue to
undertake new projects to promote replenishment of ground water and rural electrification
through solar energy. Apart from implementing projects on its own, out of donations made by
CCIPL, the Foundation has simultaneously been facilitating grants from The Coca-Cola Foundation-
Atlanta, directly, to various NGO’s in India working on community development projects to help
them meet their need for funds for implementation of various community development projects.

21. Various CSR activities
• VEER Campaign
• Vocational skill
• Donation made by the company under the employee volunteering policy
• Protection of Flora and fauna at the Aravali Bio Diversity Park,Gurgaon
• Sukhrali Lake Rejuvenation Project, Gurgaon
• Pilot Project to test “Reverse Vending Machines

22. Problem faced by Coca-Cola
• Distribution:- Coca-Cola company faced the problem of distribution , as distributors are expecting
more from coca cola to provide an extra distribution channels which could help them to spread
their products at large. Coca-Cola products are some where not available in rural area due to
insufficient distribution system.
• Investment:-Coca-Cola company is facing the problem regarding investment, like investment is
distribution system, to make it efficient. They need investment to encourage retailers to provide
space to their products, in the form of providing coolers. Company is not in a situation to provide
it to all its retailing stores while its competitors PEPSI COLA provides it to its distributors to
promote his product in the market which is their competitive edge to increase its share in the
market. It creates an attraction to its distributors to take its products more to take incentives of
special discounts provided by the company to its distributors, wholesalers, and retailers. This is
relatively a long term process to penetrate in the market and gain the market share.
• Single Advertising Platform:- They have only one advertising platform regarding promotion which
is music, on the other hand PEPSI has another very important advertising platform which is
Cricket. Most of youngsters are attracted towards it.

23. Low Value Of Share:- Coca-Cola company is having a share about 27% which is lower
than its competitors i.e. PEPSI having market share of 68% involve in more
promotional strategies as compared to Coca-Cola.
Fake Bottling:- Fake bottling is one of the major problems being faced by the Coca-
Cola company. This problem not only affects the sales volume and profits of the
company but also brand value and loyalty of the customers. The profitability which
company gain, ultimately that part of gain goes to fake bottle procducers, who are
running their business in the name of the company.

24. Competitors
• Direct Competition

25. • Indirect Competition

26. Awards
 2016 Risk Management Award- In House & Insurable Risk Managers
 2016 Platinum Status
 2015 Vector Award
 2014 U.N. Women Empowerment Principles Leadership Award
 2014 Award for Corporate Excellence (Secretary of State)
 2014 Industry Champion of the Year Award (Sustainable Bio Award)
 2014 Best Global Initiative for Women's Economic Empowerment

27. Rankings
 Core Brand- No. 1 America's Most Respectable Brands
 Harris Reputation Poll- No. 2
 Interbrand- No. 3 Best Global Brand
 Forbes- No. 4 World's Most Valuable Brands
 FORTUNE- No. 6 in World's 50 Most Admired Companies
 Corporate Responsibility Magazine- No. 9 in 100 Best Corporate Citizens
 Forbes- No.15 America's 25 Most Inspiring Companies
 FORTUNE- One of 25 World's Best Multinational Workplaces

28. Conclusion

29. Thank you