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ALAS PERUANAS UNIVERSITY

FACULTY OF BUSINESS
SCHOOL OF MANAGEMENT AND INTERNATIONAL BUSINESS
COURSE:
Ingls para Negocios II
TEACHER:
Lavander Iparraguirre, Dina Rocio
WORK TITLE:
The Coca Cola Company
MEMBERS:

Bolo Gmez, Sandra


Coronel Vargas, Fiorella

CYCLE:
III
CLASSROOM:
306

2016

GRATITUDE
A God for giving us the wisdom and patience to
overcome obstacles that occur daily in our
lives.
To our family for their unconditional support and
encouragement during the execution of our
research.

THE COCA COLA COMPANY

DEDICATION
This work is dedicated to our parents for many
reasons have achieved set us on the right track
and achieve the desired objective.
Also we dedicated to our market research
professor for the guidance and the guidance
provided in order to achieve this work.
THE COCA COLA COMPANY

CONTENTS

INTRODUCTION.........................................................................................................
THE COCA - COLA COMPANY..................................................................................
1.COMPANY BACKGROUND.................................................................................
2.MISSION...............................................................................................................
3.VISION..................................................................................................................
4.OBJECTIVES........................................................................................................
5.OUR WINNIG CULTURE....................................................................................
5.1

Focus on the Market.................................................................................

5.2

Work Smart...............................................................................................

5.3

Act Like Owners.......................................................................................

5.4

Be the Brand.............................................................................................

6.LIVE OUR VALUES.............................................................................................


7.PHILOSOPHY.....................................................................................................
8.PRODUCTS AND BRANDS...............................................................................
9.FIVE STRATEGIC ACTIONS..............................................................................
9.1

We Focused on Driving Revenue and Profit Growth...............................

9.2

We Invested in our Brands and Business................................................

9.3

We Became more Efficient.......................................................................

9.4

We Simplified our Company.....................................................................

9.5

We Refocused on our Core Business Model...........................................

10. CHARACTERISTICS......................................................................................
11. PORTES 5 FORCES.....................................................................................
12. SWOT of Coca Cola.......................................................................................
12.1 Strengths in the SWOT of coca cola........................................................
12.2 Weaknesses in the SWOT of coca cola...................................................
12.3 Opportunities in the SWOT of coca cola..................................................
12.4 Threats in the SWOT of coca cola...........................................................
13. ORGANIZATION CHART...............................................................................
13.1 President...................................................................................................
13.2 Managing Director....................................................................................
THE COCA COLA COMPANY

13.3 Marketing Department..............................................................................


13.4 Finance Department.................................................................................
13.5 Production Department.............................................................................
14. CUSTOMERS COCA COLA COMPANY........................................................
15. COCA COLA PUBLICITY...............................................................................
16. MARKET ANALYSIS.......................................................................................
17. RIVALRY BETWEEN COMPETITORS..........................................................
CONCLUSIONS........................................................................................................
RECOMMENDATIONS.............................................................................................
BIBLIOGRAPHY........................................................................................................

THE COCA COLA COMPANY

INTRODUCTION
The Coca-Cola Company is a beverage company, manufacturer, distributor, 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 Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its
namesake Coca-Cola beverage, Coca-Cola currently offers more than 400
brands in over 200 countries or territories and serves 1.6 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 is headquartered in Atlanta, Georgia. Its stock is listed on
the NYSE and is part of DJIA, S&P 500 Index, the Russell 1000 Index and the
Russell 1000 Growth Stock Index. Its current chairman and CEO is Muhtar
Kent.

THE COCA COLA COMPANY

THE COCA - COLA COMPANY


1. COMPANY BACKGROUND
The Coca-Cola Company is a beverage company. It owns or licenses
more than 400 nonalcoholic beverage brands. It primarily serves
sparkling beverages but also wide range of still beverages such as water,
juices, ready-to-drink teas and coffees, and sports drinks. The Coca-Cola
Company was founded in 1886, by John S. Pemberton and served CocaCola at a local Pharmacy in downtown Atlanta, Georgia.
In 1892, Asa Candler purchased and incorporated the Coca-Cola
Company as a Georgia Corporation. Fourteen years later, under
Candlers leadership, bottling operations began in Canada, Cuba, and
Panama. In 1919, the Coca-Cola Company was purchased by a group of
investors led by Ernest Woodruff for $25 million. From its early years,
Coca-Cola Company made significant innovations in the beverage
industry, such as six-bottle carton and steel 12-ounce cans. Additionally,
it continued to expand internationally. In 1923, Robert W. Woodruff was
elected as president of the Coca-Cola Company, who also served as a
Chairman of the Board in 1939. The very first new product distributed by
the Company was Fanta Orange in Naples, Italy. After the success of this
product, it established a diverse portfolio through acquiring Minute Maid
Corporation and adding a line of juice products. In 2008, Sprite became
the third Company product to sell more than 2 billion cases annually,
joining Coca-Cola and Diet Coke.

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Current Situation
Today, the Coca-Cola Company has been serving for more than 127
years and is one of the largest beverage companies headquartered in
Atlanta, United States. The company is engaged in the production,
distribution, and marketing of nonalcoholic beverages and syrups. It is
listed on the New York Stock Exchange (NYSE) and the Dow Jones
Industrial Average (DJIA). On March 16, 2016, the share price of the
Coca-Cola Company is recorded at $38.17 under NYSE.
The Coca-Cola Company has over 3500 products and serves over 200
countries. Some of its brands includes, Coca-Cola, Sprite, Fanta, Diet
Coke, Dasani, Minute Maid, Power Ride, Simply Orange, Fresca, and
Vitamin Water. Moreover, it has partnered with approximately 250 bottling
companies worldwide. The companys segments include Eurasia and
Africa,

Europe,

Latin America,

North America,

Pacific,

Bottling

Investments and Corporate. Some of the companys customers include


bottling and canning operators, distributors, fountain wholesalers, and
fountain retailers. Lastly, in the beverage industry, the Coca-Cola
Company competes with PepsiCo, Inc., Nestle, and the Dr. Pepper
Snapple Group In

THE COCA COLA COMPANY

2. MISSION
The mission statement of the Coca-Cola Company is: To refresh the
world in mind, body and spirit. To inspire moments of optimism through
our brands and actions. To create value and make a difference
everywhere we engage.
3. VISION
The Coca-Cola Company and its bottling partners developed a 2020
Vision in 2016. This vision is a roadmap to doubling their global system
revenues in the next 10 years by focusing on six key areas: profit,
people, portfolio, partners, planet, and productivity
4. OBJECTIVES
The Coca-Cola Company is a leader in the beverage industry with a
reputable brand and strong global presence. According to the Coca-Cola
Companys mission statement and 2020 Vision, some of its goals
include:

Increase profit by cutting down


costs

through

productive

and

efficient production facilities;

Focus on environment friendly


bottling production and enforce
sustainability;

Continue to diversify its portfolio


through

innovations

and

partnerships, keeping consumer


demands in mind;

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Increase annual operating income by 6-8% in order to double their


revenue by 2020.

5. OUR WINNIG CULTURE


Our winning culture defines the attitudes and behaviors that will be
required of us to make our 2020 Vision a reality.
5.1 Focus on the Market

Focus on needs of our consumers, customers and franchise


partners.

Get out into the market and listen, observe and learn.

Possess a world view.

Focus on execution in the marketplace every day.

Be insatiably curious.

5.2 Work Smart

Act with urgency.

Remain responsive to change.

Have the courage to change course when needed

Remain constructively discontent.

Work efficiently.

5.3 Act Like Owners

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Be accountable for our actions and inactions.

Steward system assets and focus on building value.

Reward our people for taking risks and finding better ways to
solve problems.

Learn from our outcomes -- what worked and what didnt.

5.4 Be the Brand

Inspire creativity, passion, optimism and fun.

6. LIVE OUR VALUES


Our values serve as a compass for our actions and describe how we
behave in the world.

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.

7. PHILOSOPHY

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It's been over 125 years since this new drink was served for the first time
at a soda fountain in Atlanta, Georgia. Today, taking a Coke involves not
only have hands to favorite soda in the world, but a history of effort and
dedication, a present full of enthusiasm, work and energy; and a solid
future driven by the commitment of thousands of employees who are the
Coca Cola system in every country in the
world.
His philosophy is driven by the desire to
attract

and

meet

consumer

demand

consistently generate economic value for


shareholders, as well as greater social
development.
Through the various stages of the history of
The Coca Cola Company, its business
philosophy

has

been

grounded

in

its

mission, vision and values, always based on


its fundamental principle: Respect for human
dignity is above any economic consideration.
8. PRODUCTS AND BRANDS
Coca Cola is the most famous brand in the world. His name is one of the
most recognized words and that has transpired in world history.
The Coca-Cola Company offers nearly 400 brands in over 200 countries,
such as:

Sprite

Fanta

Aquarius
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Fuze Tea

Andina Valle

Nordic

Vital Water

Powerade

Besides its namesake Coca-Cola beverage. The distinctive cola flavor


comes mostly from the mixture of sugar and oils of orange, lemon and
vanilla. However, the formula is a trade secret, kept in a bank in Atlanta.

9. FIVE STRATEGIC ACTIONS


9.1 We Focused on Driving Revenue and Profit Growth
Each of the 200-plus nations we serve plays a critical role in our
growth plans.

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We used segmented revenue growth strategies across our business


in a way that varied by market type. And we aligned our employee
incentives accordingly. In emerging markets, we focused primarily on
increasing

volume,

keeping

our

beverages

affordable

and

strengthening the foundation of our future success. In developing


markets, we struck a balance between volume and pricing. In
developed markets, we relied more on price/mix and improving
profitability by offering more small packages and more premium
packages like glass and aluminum bottles.
Creating value for our Company and customers looks different in
different countries, and we did a good job segmenting our markets to
drive revenue growth in 2015. While we still have more to do, we
were encouraged by our results. Globally, price/mix rose 2 percent as
did volume, helping increase organic revenue 4 percent. We also
gained worldwide value share in our industry.
9.2 We Invested in our Brands and Business
Healthy businesses require continuous investment. We made a
choice to invest in more and better marketing for our brands,
increasing both the quantity and quality of our advertising. We
increased spending on media advertising by more than $250 million,
and we used these funds to share stronger, more impactful ads.
At the same time, we invested across our expansive beverage
portfolio. We improved our position in the energy category with a
strategic new partnership with Monster Beverage Corporation. We
invested in brands like Suja, a line of premium organic, cold pressed
juices, and agreed to buy China Green Culiangwang, a plant based
protein beverage brand. We also expanded to nationwide the U.S.
distribution of fairlife ultra filtered milk.

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In 2015, we developed our first global marketing campaign to support


the entire Coca Cola Trademark of Coke, Diet Coke, Coke Zero and
Coca Cola Life. Launched in early 2016, Taste the Feeling
emphasizes the refreshment, taste, uplift and personal connections
that are all part of enjoying an ice cold Coca Cola. With this
campaign and our broader one brand strategy, were letting
consumers know they can enjoy Coca Cola with calories, fewer
calories or no calories and with or without caffeine. The choice
belongs to each individual, every time he or she reaches for a
delicious and refreshing Coca Cola.
9.3 We Became more Efficient
As we took steps to rebuild our growth momentum, we knew we
needed to invest in more and better marketing while also increasing
our financial flexibility. To these ends, we increased our efficiency and
productivity while reducing costs.
Part of the solution was zero based worka way of looking at our
business that starts from the assumption that organizational budgets
start at zero and must be justified annually, not simply carried over at
levels established in the previous year. We also cut spending on non
media marketing like in store promotions. And we found new savings
in our supply chain around the world.
Overall, we were able to realize more than $600 million in
productivity improvement in 2015, which we used to invest further in
our brands and business and also to return to our shareowners.
For the future, were working to drive productivity and continuous
savings across our Company and system. We see productivity not as
an event or series of events but as an ongoing, day by day process
of becoming stronger, leaner and ultimately better.
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9.4 We Simplified our Company


Few industries have changed more rapidly in recent years than the
nonalcoholic beverage industry. Evolving consumer tastes and
preferences, coupled with sweeping innovations in the retail and
supply chain landscapes, have created an environment in which
speed, precision and empowered employees determine who wins in
the marketplace.
To seize this opportunity, we took steps to reshape our business. We
looked hard at our operating structure and identified areas where we
could be faster, smarter and more efficient. We removed a layer of
functional management and connected our regional business units
directly to headquarters. We streamlined a number of important
internal processes and removed roadblocks and barriers that
inhibited us from being as effective and responsive as we knew we
could be.
Most importantly, we began to look at ways to enhance further the
employee experience across our Company with the goal of creating
the worlds most exciting, productive, fun and fulfilling career
environment, with workplaces that nourish curiosity, learning,
innovation and growth. While this journey has just begun, our
associates have responded with the resolve, commitment and
passion that have been hallmarks of Coca Cola leadership since
1886.

9.5 We Refocused on our Core Business Model

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The Coca Cola Company has always been a creator of refreshing


beverage brands. Today, our expansive portfolio includes more than
500 brands, including sparkling beverages, juices and juice drinks,
coffee, tea, sports drinks, water, value added dairy, energy and
enhanced hydration drinks. Among these brands are 20 that
generate more than a billion dollars in annual retail sales.
Another core competency has been our ability to lead the worlds
most sophisticated system of independent bottling partners while
creating value for our retail and restaurant customers. Over the
years, weve acquired and managed a number of Coca Cola bottling
partners with the aim of improving performance, optimizing
manufacturing and distribution systems, and ultimately refranchising
the bottling territories back to independent status.
In North America, we took aggressive steps in 2015 to accelerate the
refranchising of Company owned bottling territories with the goal of
completely refranchising our North America bottling system by year
end 2017. We also announced a transaction to form a unified new
bottling partner in Western Europe and took action to improve our
bottling system in Southern and East Africa, Indonesia and China. By
year end 2017, we expect Company owned bottlers to produce just 3
percent of our global volume, down from 18 percent today.

10. CHARACTERISTICS
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They are committed to making a positive difference.

Redesign the way they work and live with the goal of sustainability is
part of everything they do.

They provided drinks for every lifestyle and for any occasion, offer
products that you can always trust.
Quality: Your system has the highest standards and processes to
ensure the safety and quality of products. Consistency and reliability
are critical to meet global standards and company standards; from
the production of concentrates to delivery of products.
Ingredients: The main element of their drinks is water, essential to
maintain healthy hydration. They also use other ingredients to give
flavor, color and other benefits to their drinks.

They promote sustainability of packaging acting in the following


areas:
- Reduce
-To reuse
-Renovate
-Recycle

They promote the welfare of people through


initiatives to encourage active lifestyles.

They

promote

open

and

suitable

environments as diverse as the markets we

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serve, where the rights in the workplace are respected and people
are motivated to give their best.

11. PORTES 5 FORCES


Porter forces applied to The Coca Cola Company as follows:

Bargaining Power of
Buyers
Bottlers have relatively
little power because they
are
many
and
final
buyers are millions.

New Threats of
Starters

Rivalry among Existing


Competitors

Threat of Substitute
Products

Here
is Pepsi
Cola
brand, the
franchise
system with bottling and
distribution network that
create barriers to entry.

The terms of competition


are clearly defined, there
is
competition
in
advertising and better
distribution systems.

Many
substitutes
including water, coffee,
tea, fruit juice and other
beverages "new age".

Bargaining Power of
Suppliers
Minimal costs ingredients.

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12. SWOT of Coca Cola


Coca cola is a brand which is present in households, shops, hotels,
offices, etc. You name it, and the place would have heard of Coca cola.
Coca cola has many products in its arsenal. Here is the SWOT analysis
of Coca cola.
12.1 Strengths in the SWOT of coca cola

Brand Equity: Interbrand in 2011 awarded Coca cola with the


highest brand equity award. Coca cola with its vast global
presence and unique brand identity is definitely one of the
costliest brands with the highest brand equity.

Company valuation: One of the most valuable companies in


the world, Coca cola is valued around 79.2 billion dollars. This
valuation includes the brand value, the numerous factories and
assets spread out across the world and the complete
operations cost and profit of Coca cola.

Vast global presence: Coca cola is present in 200 countries


across the world. Chances are, any country that you go to, you
will find coca cola present in that market. This vast global
presence of coca cola has also contributed to the building of the
mammoth brand name.

Largest market share: There are only 2 Big competitors in the


beverage segment Pepsi and Coca cola. Out of these 2, coca
cola is the clear winner and hence has the largest market
share. Amongst all beverages, Coke, Thums up, Sprite, Diet
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coke, Fanta, Limca and Maaza are the growth drivers for Coca
Cola.

Fantastic marketing strategies: Coca cola unlike Pepsi


always tries to win peoples heart. Where Pepsis target is
continuously changing, and is targeted towards youngsters,
Coca cola targets people of all ages. The targeting is also done
by celebrities who are well liked for example Amitabh
Bacchan, Sachin tendulkar, Aishwarya Rai,Aamir Khan etc

Customer Loyalty: With such strong products, it is natural that


Coca cola has a lot of customer loyalty. The products
mentioned above like Coca cola and Fanta have a huge fan
following. People will prefer these soft drinks over others.
Because of the good taste of Coca cola, finding substitutes
becomes difficult for the customer.

Distribution network: Coca cola has the largest distribution


network because of the demand in the market for its products.
On the other hand, due to this successful distribution network,
Coca cola has been able to command such a high market
presence.

12.2 Weaknesses in the SWOT of coca cola

Competition with Pepsi: Pepsi is a thorn in the flesh for Coca


cola. Coca cola would have been the clear market leader had it
not been for Pepsi. The competition in these two brands is
immense and we dont think Pepsi will give up so easily.

Product Diversification is low: Where Pepsi has made a


smart move and diversified into the snacks segment with
products like Lays and Kurkure, Coca cola is missing from that
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segment. The segment is also a good revenue driver for Pepsi


and had Coca cola been present in this segment, these products
would have been an additional revenue driver for the company.

Absence in health beverages: If you watch the news, you


would know that obesity is a major problem affecting people
nowadays. The business environment is changing and people
are taking measures to ensure that they are not obese.
Carbonated beverages are one of the major reasons for fat
intake and Coca cola is the largest manufacturer of Carbonated
beverages. The inference is that the consumption of beverages
in developed countries might go down as people will prefer a
healthy alternative.

Water management: Coca cola has faced flak in the past due
to its water management issues. Several groups have raised
lawsuits in the name of Coca cola because of their vast
consumption of water even in water scarce regions. At the same
time, people have also blamed Coca cola for mixing pesticides
in the water to clear contaminants. Thus water management
needs to be better for Coca cola.

12.3

Opportunities in the SWOT of coca cola


Diversification: Diversification in the health and food business
will improve the offerings of Coca cola to their customers. This
will also ensure that they get better revenue from existing
customers by cross selling their products. The supply chain
which is distributing their beverages can also distribute these
snacks thereby sharing the load of Supply chain costs.

Developing nations: Although developed nations have a high


presence of Coca cola, these countries are slowly moving
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towards healthy beverages. However developing countries are


still being introduced to the delight of carbonated drinks and soft
drinks. Countries like India which are developing and have a hot
summer, find the consumption of cold drinks almost doubled
during summers. Thus the higher consumption in developing
business environment can be a good opportunity to capitalize for
Coca cola.

Packaged drinking water: With hygiene becoming a major


factor in the consumption of water, Packaged drinking water has
found its way into peoples mind. Coca cola has a presence in
the packed drinking water segment though Kinley. Although
Kinleys expansion is slow as of now, Kinley has a huge potential
of expansion. Thus Coca cola as a company should focus on
the expansion of Kinley as a brand and take it up to Bisleri s
level of trust.

Supply chain improvement: Supply chain can be a major cost


sink hole with the transportation costs always rising. Coca colas
complete business is based on transportation and distribution.
There will always be possible improvements in this area. Thus
Coca cola should keep strict watch on its Supply chain and keep
improving to bring the cost down.

Market the lesser selling products In the product portfolio of


Coca cola, there are several products which have not found
acceptance in the market. Coca Cola needs to concentrate on
the marketing of these products as well. It is understood that
Coca cola has made several expenses to launch these
products. Thus, the marketing and subsequent rise of sale of
these products will help revenue of Coca cola.

12.4 Threats in the SWOT of coca cola


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Raw material sourcing: Water is the only threat to Coca cola.


The weakness of Coca cola was the suspected use of pesticides
or vast consumption of water. However, the threat here is that
water scarcity is on the rise. With the climate changing, and
regions of various countries facing scarcity of water, sooner or
later someone might raise fingers on beverage companies.
Thus, Water sourcing is an axe which can fall anytime on the
head of Coca cola. If water is limited or rationed, Coca cola can
experience a major downfall in their revenue and capacity of
distribution. The same can affect its arch rival Pepsi as well.

Indirect competitors: Coffee chains like Starbucks, Caf coffee


day, Costa coffee are on the rise. These chains offer a healthy
competition to Coca colas carbonated drinks. They might not be
a big competition for Coke, but they do give a dent to its
beverage market. Similarly, health drinks like Real and
Tropicana as well as energy drinks like Red bull and Gatorade
are stealing away the market share indirectly.

Why The Coca Cola Company is the most successful brand in the
world?
Coca Cola can say many things. But what is undeniable is that their product
is not only one of the most consumed worldwide, but is probably the most
recognizable and iconic brand on the planet, much as in recent years
companies like Apple, Nike or Facebook have uploaded many integers to
snatch that position.
Something has to do, of course, the famous formula they say keep secret.
But in any case, that only explains a small part of its popularity.

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Many factors have contributed to the success of The Coca Cola Company
to be become a successful business; however, there are seven keys that
are important to mention, these are:
1. The secret formula.
2. A truly recognizable logo.
3. A bottle with history.
4. Quality at the point of sale.
5. Fixed price.
6. A brand that identified.
7. He opted for the franchise model.

13. ORGANIZATION CHART

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13.1 President
Highest

authority. It is responsible
for

directing and controlling the operation of the company, both the


matrix and the branches.
13.2 Managing Director

Directing and fomulating company policy.

Direct, plan and coordinate the overall activities of the


departments.

13.3

Represent the company.

Marketing Department

Plans and directs the company policy regarding products,


prices, promotions and distribution.
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Design plans determining priorities and strategies of products.

Find out how to access markets as the final goal in the best
conditions of competitiveness and profitability.

13.3.1 Sales

Prepare sales plans and budgets taking into account the


necessary and available resources to carry out these
plans.

Find new customers and ensures loyalty.

13.3.2 Publicity

Responsible

for

defining

and

setting

policies

for

advertising and promotion.

Oversees the hiring of mass media advertising.

Define advertising campaigns.

Evaluates the results thereof.

13.3.3 Market Segmentation

Develop strategies should support the orientation that we


must give a product with the goals of profitability and
resource efficient assignation.

13.4

Finance Department
Responsible for the administration of the various financial
resources used by the company.

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Approach to achieving objectives.

13.4.1 Accounting

Responsible for the administration of financial resources


used by the company.

Approach to achieving objectives.

13.4.2 RRHH

Recruitment.

Analysis of satisfaction working staff.

Manage staff holidays.

13.4.3 Purchases

13.5

Perform and record all purchases made by the company.

Production Department

Establish performance that should have plants Coca Cola


Company to meet the existing needs of the product.

Reaching agreements with different suppliers.

13.5.1 Logistics
13.5.1.1 Storage

The production plants are in constant contact


with their carriers to get the product to the
various logistics centers.
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13.5.1.2 Distribution

Time is very important as demand for Coca


Cola is different countries is very high and a
lack of customer inventories subtract.

Controlling purchase orders due course to


achieve customer satisfaction.

13.5.2 Quality Control

Implementation of programs, mechanisms, tools or


techniques to improve product quality.

Strategy that ensures the care and improvement in the


quality offered.

13.5.2.1 Quality Supervisor

Examines the manufactured products, the


production and the main services to ensure that
they meet all standards (such as presentation,
quality, etc).

13.5.2.2 Tasters

Check if correct quality and taste of the


mixtures used.

14. CUSTOMERS COCA COLA COMPANY


Coca Cola Company has only 4 types of customers:

Potential customers.

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Customers.

Loyal customers.

Old customers.

The main customers of Coca


Cola are college students.

15. COCA COLA PUBLICITY


The marketing campaign for Coca Cola is international, and given the
interesting and innovative commercials featuring these remain in the
consumer and do get well message.
For the promotion of products Coca Cola, you have advertising on
television, magazines, advertising panels, also Coca Cola sponsors
some major events in the sector such as tournaments, parties, football
teams, and Olympic Games; which draws attention more to consumers.
The Coca-Cola ads are always characterized by controversy they cause.
These spots are characterized by include some catchy music, a profound
message or simply for its long duration.
For example, some of the spots for Coca-Cola best known are:

1960: The Pause That Refreshes

1980: "The spark of life"

1990: It's really feel

1995: Always Coca Cola


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2001: "For all"

2002: "Sacked"

2004: "Pita Pita Del"

2006: "We are together" (World Cup 2006)

2007: "Generation of 80"

2007: "Happiness Factory"

2007: "Lola"

2008: "Shooting Stars"

2009:

"Today

want"

(Latin

American version of "Lola")

2010: "Open Happiness"

2011: "There are reasons to believe in a better world"

Coca-Cola is a brand positioned globally. In almost every corner of the


world, when a person sees the classic red logo or curvilinear shape of
the glass bottle product know what is. But despite the success of their
drinks, Coca-Cola never ceases to innovate in their advertising
strategies.
The reasons why Coca Cola is considered a master of advertising are:

Because their messages optimistic.

Because it involves the consumer.

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Because motivates them to buy and share.

Because you can tailor the message.

Because it generates that people talk about it.

Because it is a consumer product.

Because it can cause artists and celebrities to share.

Because it is innovative and different.

An example of advertising is that Coca


Cola try to customize with names their cans
and bottles. This advertising campaign is
called "Share a Coke with ..."

16. MARKET ANALYSIS

The purpose of the Company is the realization of related processing and


marketing of beverages in general activities and, in particular, to the
manufacture, marketing and distribution of products franchised by the
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activities of Coca-Cola Company, which has a license renewable


contract.
Since June 1999, the company is a subsidiary of Coca-Cola Embonor
S.A.de Chile, through its subsidiary in Peru, portfolio management
company S.A. Peaceful. Coca-Cola Embonor is exclusively dedicated to
the beverage industry, which operates the franchise bottling, distribution
and sale of The Coca-Cola Company, being the largest bottler of CocaCola South Latin America. Embonor has 19 bottling plants, 35 bottling
lines, with an installed capacity of 2,239 million liters per year and 6
floors blowing. In December 2001, it had sales of 992 million liters with
4,231 workers and 202 thousands of customers.
ELSA is the main bottler of soft drinks in Peru, exclusively licensed by
The Coca Cola Company to bottle, distribute and sell the following
brands: Coca Cola, Cola Cola Light, Fanta, Sprite, nectarine and usta;
and in some areas of Peru, Inca Kola brands and Inca Kola diet. In
addition, in late 2001, due to otorgamientode Schweppes franchise,
which has entered a category aimed at an adult audience with products
such as tonic, Ginger Ale and citrus.
There are four divisions which supplies more than 90% of the Peruvian
territory that includes the cities of Arequipa, Cusco, Ica, Tacna, Juliaca,
Trujillo, Chimbote, Chocope, Cajamarca, Huaraz and Iquitos distributed
as follows:

The Central Division by 71%

South Division with 18%

North Division with 09%

East Division with 02%

17. RIVALRY BETWEEN COMPETITORS

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The soft drink industry is almost dominated by Coca Cola. This industry
is well known as a duopoly between Coke and Pepsi as the most
competitive companies. These two competitors have most of the market
share in the world.
Identification of Competitors
Pepsi Company is racing to par with Coca Cola, the other competitors
are of unequal size, especially in local markets.

Degree of differentiation
Coca Cola and Pepsi compete mainly in advertising and differentiation,
but not in prices. Coca Cola has various
advertising campaigns where the main goal
is to make your users happy. Coca Cola is
recognized as the best known brand in the
world, consumers can not do without Coca
Cola and have established a loyalty over
the years.

Extent of jurisdiction
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This industry is generally global, Coca Cola is present in approximately


200 countries.
Strategic Benchmarking Coke and Pepsi

Coca Cola

Coca Cola Company is the

Pepsi

PepsiCo is a leading

world leader in the soft

international company

drinks industry company.

in the sector of food


and beverages, which

Refreshing drink sold in

is present in more than

over 200 countries.

200 countries, "created


to

compete

against

Coca Cola".

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CONCLUSIONS

Coca Cola is a multinational company that through its marketing strategy


has succeeded in bringing a product to the whole world and to beat his
great competitor Pepsi.

Coca-Cola reached a leadership among all gaseous drinks, product


maintenance of an intelligent advertising style; for this reason, it has
taught us that advertising is an important step in the development and
growth of a product or brand look.

Since its inception Coca-Cola has been a company that has been
concerned about the physical and mental well-being, not only his
audience, but also their employees.

Continue with the strategy of lightening and innovation of its packaging


as part of its commitment to environmental care, in addition to the
implementation of recycling technologies, reuse and recovery and boost
the recycling industry.

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RECOMMENDATIONS

Coca Cola is always looking for new ideas to stay in business and remain
competitive.

It is therefore important that all companies give meaning and significance


to the distribution channels, the motivation to vendors through awards,
advertising to encourage buying customers, the social aspect of products
and other aspects; as does The Coca Cola Company.

With this The Coca-Cola Company has managed to keep the company
customers in competitiveness, as they obtain more information on these
and often, put the company in response to new form of distribution.

This also helps information to the sales force reporting on competitive


products.

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BIBLIOGRAPHY

Euromonitor. (2013). Coca-Cola Co, The in Soft Drinks (World).


Retrieved March 16, 2014, from Euromonitor Passport Database.

"World Demographics Profile 2013." World Demographics Profile 2013.


N.p.,

n.d.

Web.

16

Mar.

2014.

<http://www.indexmundi.com/world/demographics_profile.html>.

"Who, What, Why: In which countries is Coca-Cola not sold?." BBC


News.

N.p.,

n.d.

Web.

16

Mar.

2014.

<http://www.bbc.com/news/magazine-19550067>.

"Common menu bar links." Caffeine and Carbonated Soft Drinks. N.p.,
29

July

2010.

Web.

16

Mar. 2014.

<http://www.hc-sc.gc.ca/fn-

an/securit/addit/caf/caf-ccsd-cbg-faq-eng.php>.

Volpe, Richard . "Price Inflation for Food Outpacing Many Other


Spending Categories." USDA ERS -. N.p., 5 Aug. 2013. Web. 16 Mar.
2014. <http://www.ers.usda.gov/amber-waves/2013august/price-inflationfor-food-outpacing-many-other-spendingcategories.aspx#.Ux5yU47UNg>.

"Press Center." The Coca-Cola Company. N.p., 4 Aug. 2013. Web. 16


Mar.

2014.

<http://www.coca-colacompany.com/press-center/press-

releases/the-coca-cola-company-reportsfull-year-and-fourth-quarter2013-results>.

Walter, Ben"Soft Drinks and Disease." The Nutrition Source. N.p., 4 Feb.
2012.

Web.

14

Mar.

2014.

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<http://www.hsph.harvard.edu/nutritionsource/healthy-drinks/soft-drinksand-disease/>.

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