The Coca-Cola Company is a beverage retailer, manufacturer and marketer of non-alcoholic beverage concentrates and syrups.

The company is best known for its 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 500 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 owns its anchor bottler in North America, Coca-Cola Refreshments. Its current chairman and CEO is Muhtar Kent.

Coca-Cola is a carbonated soft drink sold in the stores, restaurants, and vending machines of more than 200 countries. It is produced by The CocaCola Company of Atlanta, Georgia, and is often referred to simply as Coke (a registered trademark of The Coca-Cola Company in the United States since March 27, 1944). Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics

led Coke to its dominance of the world soft-drink market throughout the 20th century. The company produces concentrate, which is then sold to licensed CocaCola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and Western Europe. The Coca-Cola Company also sells concentrate for soda fountains to major restaurants and food service distributors.

BUSINESS MODEL OF COCA-COLA

THE COCA-COLA COMPANY

Manufactures Concentrate Beverage Base & Syrup

BOTTLER

Manufactures Finished Bottle/Can Fountain syrup

CUSTOMER

CONSUMER 2

Coke in India
Coca-Cola was the leading soft drink brand in India until 1977 when it left rather than reveal its formula to the government and reduce its equity stake as required under the Foreign Exchange Regulation Act (FERA) which governed the operations of foreign companies in India. After a 16year absence, Coca-Cola returned to India in 1993, cementing its presence with a deal that gave Coca-Cola ownership of the nation's top soft-drink brands and bottling network. Cokes acquisition of local popular Indian brands including Thumps Up (the most trusted brand in India21), Limca, Maaza, Citra and Gold Spot provided not only physical manufacturing, bottling, and distribution assets but also strong consumer preference. This combination of local and global brands enabled CocaCola to exploit the benefits of global branding and global trends in tastes while also tapping into traditional domestic markets. Leading Indian brands joined the Company's international family of brands, including Coca-Cola, diet Coke, Sprite and Fanta, plus the Schweppes product range. In 2000, the company launched the Kinley water brand and in 2001, Shock energy drink and the powdered concentrate Sunfill hit the market. From 1993 to 2003, Coca-Cola invested more than US$1 billion in India, making it one of the countrys top international investors. By 2003, CocaCola India had won the prestigious Woodruf Cup from among 22 divisions of the Company based on three broad parameters of volume, profitability, and quality. Coca-Cola India achieved 39% volume growth in 2002 while the industry grew 23% nationally and the Company reached breakeven profitability in the region for the first time.23 Encouraged by its 2002 performance, Coca-Cola India announced plans to double its capacity at an investment of $125 million (Rs. 750 crore) between September 2002 and March 2003.Coca-Cola India produced its beverages with 7,000 local employees at its twenty-seven wholly-owned bottling operations supplemented by seventeen franchisee-owned bottling operations and a network of twenty-nine contract-packers to manufacture a range of products for the company. The complete manufacturing process had a documented quality control and assurance program including over 400 tests performed throughout the process The complexity of the consumer soft drink market demanded a distribution process to support 700,000 retail outlets serviced by a fleet that includes 10-ton trucks, open-bay three wheelers, and trademarked tricycles and pushcarts that were used

to navigate the narrow alleyways of the cities.25 In addition to its own employees, Coke indirectly created employment for another 125,000 Indians through its procurement, supply, and distribution networks. Sanjiv Gupta, President and CEO of Coca-Cola India, joined Coke in 1997 as Vice President, Marketing and was instrumental to the companys success in developing a brand relevant to the Indian consumer and in tapping Indias vast rural market potential. Following his marketing responsibilities, Gupta served as Head of Operations for Company-owned bottling operations and then as Deputy President. Seen as the driving force behind recent successful forays into packaged drinking water, powdered drinks, and ready-to-serve tea and coffee, Gupta and his marketing prowess were critical to the continued growth of the Company.

4Ps of Coca-Cola
1. Product: Coca-Cola. 2. Price: A two liter bottle of coke cost 3. Place: Any store or gas stations , vending machine. 4. Promotion: Free bottle if you get a winning cap. Each component of the marketing mix has variables that can be changed. A change in one variable can result in a change in the perception of a product. Furthermore, different variations of a marketing mix will be more or less appealing to specific individuals or groups of consumers. The different variables of each '''P are:''' Product variables: Functionality, Appearance, Quality, Packaging, Brand, Warranty and Service / Support. Price variables: Discounts, Allowances, Financing, Lease Options and List Price. Place variables: Channel Members, Channel Motivation, Market Coverage, Locations, Logistics & Service Levels.

Promotion variables: Advertising, Personal Selling, Public Relations, Message, Media & Budget. PRODUCTS OF COCA-COLA INDIA COCA-COLA:In India Coca-Cola was leading soft drink till 1977 when Government policies necessitated its departure. Coca-Cola made its return to the country in 1993 and made significant investments to ensure that the beverage is available to more and more people, even in remote and inaccessible parts of the nation. GLASS
200ml, 300ml, 500ml, 1000ml

PET
500ml, 1.5L, 2L, 2.25L, 500ml, 100ml

CAN
330 ml

FOUNTAIN
Various sizes

LIMCA:Limca was introduced in 1971 in India. Limca has remained unchallenged as the No.1 sparkling drink in the cloudy lemon segment. The success formula is the sharp fizz and lemoni bite combined with the single minded proposition of the brand as the provider of Freshness. Limca can cast a tangy refreshing spell on anyone, anywhere. Derived from Nimbu + Jaise hence Lime Sa, Limca has lived up to its promises of refreshment and has been the original thirst choice of millions of customers for over 3 decades. GLASS
200ml, 300ml, 500ml, 1000ml

PET
500ml, 1.5L, 2L, 2.25L, 500ml, 100ml

CAN
330 ml

FOUNTAIN
VARIOUS SIZES

THUMS UP:Thums up is a leading sparkling soft drink and most trusted brand in India. Originally introduced in 1977, Thums up was acquires by The Coca-Cola Company in 1993. Thums up is known for its strong, fizzy taste and it

confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys. GLASS
200ml, 300ml, 500ml, 1000ml

PET

CAN

FOUNTAIN
VARIOUS SIZES

500ml, 1.5L, 2L, 330 ml 2.25L, 500ml, 100ml

SPRITE:Sprite a global leader in the lemon lime category is the second largest sparkling beverage brand in India. Launched in 1999, Sprite with its cutthru perspective has managed to be a true teen icon. RGB
200ml, 300ml

PET
1250ml, 1500ml, 2000ml, 2250ml 500ml, 600ml

CAN
330 ml

FOUNTAIN
VARIOUS SIZES

FANTA:Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong market place and is identifies as The Fun Catalyst. Perceived as a fun youth brand, Fanta stands for its vibrant colour, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special times with friends. GLASS
200ml, 300ml

PET

CAN
330 ml

FOUNTAIN
VARIOUS SIZES

500ml, 1.5L, 2L, 2.25L, 500ml, 100ml

MINUTE MAID PULPY ORANGE:The history of the Minute Maid brand goes as far back as 1945 when the Florida Food Corporation developed orange juice powder. The company developed a process that eliminated 80% of the water in the orange juice, forming a frozen concentrate that when reconstitute created orange juice. They branded it Minute Maid a name connoting the convenience and the ease of preparation. Minute Maid thus moved from a powdered concentrate to the first ever orange juice from concentrate. The launch of Minute Maid in India (started with the south of the

country) is aimed to further extend the leadership of Coca-Cola in India in the juice drink category. Available in 3 PET pack sizes i.e. 400ml, 1 litre, 1.25 litres. MAAZA:Maaza was introduced in late 1970s. Maaza has today come to symbolise the very spirit of mangoes. Universally loved for its taste, colour, thickness and wholesome properties, Maaza is the mango lovers first choice. RGB
200ml, 250ml

PET
250ml, 600ml, 1.2L

POCKET MAAZA
200ml

KINLEY:The importance of water can never be understated, Particularly in a nation such as India where water governs the lives of the millions, be it as a part of everyday ritual or as the monsoon which gives life to the sub continent. Kinley water comes with the assurance of safety from the Coca-Cola Company. Available in PET 500ml and 1000ml. GEORGIA GOLD COFFEE:Georgia coffee was introduced in India in 2004. The Georgia gold range of Tea and coffee beverages is the perfect solution for office and restaurant needs. Today Georgia coffee is available at Quick-Service Restaurants, Airports, Cinemas and in Corporates across all major metros in India. HOT BEVERAGES Espresso, Americano, Cappuccino, Caffe Latte, Mochaccino, Hot Chocolate, Cardamon Tea..