Presented By Group Members

Khuzema.S. Kamri Nitin B. Kori Manjiri Lakde Vishal Nawale Kiran Thakur Zohaib Tuglaque 12 16 18 22 38 40

Roadmap
Company Profile Mission & Vision Company History Marketing Objectives SWOT Analysis Marketing Mix Marketing Strategy Market Share Major Competitors Advertising Conclusion

Company Profile
Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines in more than 200 countries. The Coca-Cola Company possesses one of the most recognized brands on the planet. Total revenue of the company by year 2010 was U.S $ 35.119 billion, with operating income of $8.449 billion and net income of U.S $11.809 billion. Total assets of the company account for U.S $72.921 billion. The total market share of Coca-Cola is 41% Total number of employees on the payroll of the company in the year 2010 was 139,600

Mission & Vision

Mission
Companys mission declares our purpose as a company it serves as the standard against which we weigh our actions and decisions. It is the foundation of our Manifesto. To refresh the world, mind and spirit. To inspire moments of optimism through our brands and our actions. To create value and make a difference everywhere we engage.

Cont
Vision Companys vision guides every aspect of our business by describing what we need to accomplish in order to continue achieving sustainable growth. People: being a great place to work where people are inspired to be the best they can be. Portfolio: Bringing to the world a portfolio of quality beverage brands that anticipate and satisfy peoples desires and needs. Partners: nurturing a winning network of customers and suppliers, together we create mutual, enduring value. Planet: being a responsible citizen that makes a difference by helping build and support sustainable communities. Profit: maximizing long-term return to shareowners while being mindful of our overall responsibilities.

Company History
In 1886, pharmacist John Pemberton created the soft drink Coca-Cola and served at Jacobs pharmacy.

In 1891 Asa Candler, who began to acquire The Coca-Cola Company in 1888, finalizes the purchase and incorporates The Coca-Cola Company as a Georgia Corporation. The Coca-Cola company has its headquarters in Atlanta, Georgia

Marketing Objectives
To increase the market shares in the upcoming years. To increase awareness of the product on the market To survive the current market war between competitors. To increase the size of the worldwide Coca Cola enterprise by 10%. e worldwide Coca Cola enterprise by 10%.

SWOT ANALYSIS
Strengths
Worlds Leading Brand.
Large Scale of Operations. Strong Supply Chain System.

Weakness
Negative Publicity.
Unable to Differentiate itself from Pepsi.

Cont.
Opportunities
Growing Bottled Water
Market.

Threats
Intense Competition.

Dependence on Bottling
Inorganic Growth. Partners.

Acquisitions.

Changing Trend.

Marketing Mix
Product
Product mix of Coca-Cola consists of the various brand
packs and flavors given in the table. Product strategy of the Coca-Cola is to promote all the brands available in all the brands packs and to introduce the product in new flavors and even new product. Regarding this Kinley soda is introduced. Fanta in green apple flavor is also introduced.

Major Brands of Coco Cola

Cont.
Place
The Coca-Cola Company in India is governed from its corporate office located at Gurgaon in Haryana. Then comes the retailers/customer for the company's product, they receive goods from distributors and C&F agents. Finally consumer is there, having the product from the customer's shops or delivered to their home, it is more clearly visible through this chart. In India, there are over 5 million retail outlets dispersed all over the country. The retailing industry provides employment to over 18mn people. 1 out of every 25 families in India is engaged in the business of retailing.

Cont.
Price
Price ranges of coca cola are suitable for all type of its customers. As there is a very large variety of products, so there is also huge price range offered in that perspective. Due to the availability of wide range products the pricing is done according to the market and geographic segment. Each sub-brand of coca cola has different pricing strategy . Their pricing strategy is based on the competitors pricing, Pepsi is the direct competitor to coke.

Cont.
Beverage market is said to be a oligopoly market (few sellers and large buyers), hence they form into cartel contract to ensure a mutual balance in pricing between the sellers.
Coca cola company gives incentives to middle men or retailers in way a that they offer them free samples and free empty bottles, by this these retailers and middle man push their product in the market following "Seen as sold"

Cont.
Promotion
Coca cola adopts various advertising and promotional strategies to create an increased demand in the market by associating with life style and behaviour and mainly targeting value based advertising.
We are more likely to see a coke ad individualised for a particular festival or in with a general positive message. Coca cola uses CSR as its marketing tool to gain emotional benefits in consumers mind. The current promotions through CSR include Support my school campaign with NDTV.

Cont.
It has many brand ambassadors like Hrithik Roshan, South Indian Actor Vijay and Trisha , Gambhir, Aamir khan etc and has signed contract recently with It allows price discounts and allowances to distributors and retailers in order to push more products into the market. It employs both push strategy through promotions and pull strategy through advertisements and campaigns

Marketing strategy
Availability. Aggressive Advertising. Dual distribution plan. Quality. Catchy taglines. Trendy Packaging

Market Share

Major Competitors

Advertising
Advertising has been a key ingredient throughout its history: the brands slogans, radio jingles, songs, TV commercials and signature characters have been acclaimed worldwide. Coca-Colas first advertising theme was established way back in the early 1900s. Since then, a wealth of popular themes have been assimilated into popular culture. These include, Things Go Better With Coke (1963), Its The Real Thing (1942 and 1969), Coke Adds Life (1976), Coke Is It (1982), Cant Beat The Feeling(at the end of the 1980s Always campaign in the 1990s

Id Like to Buy the World a Coke, 1971

Mean Joe Greene, 1979

Always Coco Cola, 1993

Life Begins Here, 2011

Print Advertising
Billboards

Magazine/Newspaper
Public/Street Furniture

Online advertising

Sponsorships have been an important facet of its advertising strategy.

Worldwide Sponsorships

Los Angeles 1932 Olympic Games

1983 FIFA World Youth Championship in Mexico

Vancouver 2010 Olympic Winter Games

Conclusion
The Coca-Cola is truly a global company with presence in multiple countries. The companys biggest competitive strength comes from the strong brand Has been developed 125 years of strong marketing efforts. Economies of scale and the network with suppliers and distributors also contribute to the success. Marketing and advertising has been the most important function that has taken Coca-Cola to new heights. The company has adopted innovative marketing strategies right from the times of Candler and Robert Woodruff. Apart from usual advertising through billboards, Coca-Cola focussed on organisations, events and campaigns and this increased sales while promoting the brand name.