Presented By: Devendra Rai Gokul Raj Mahima Bhatnagar Manjulika Poddar

Founded in 1886 by pharmacist John Stith Pemberton in Columbus, Georgia.

Headquarters- Atlanta, Georgia Currently offers more than 500 brands in over 200 countries serves over

1.7 billion servings each day

The Coca-Cola Company has a number of important soft drinks like: CocaCola, Diet Coke, Sprite, Fanta

Ad Campaigns of Coca cola

STRENGTHS The best global brand in the world in terms of value ($77,839 billion)

WEAKNESS Significant focus on carbonated drinks

Worlds largest market share in beverage

Corporate social responsibility

High debt level due to acquisitions

Negative publicity

OPPORTUNITIES
Increasing demand for healthy food and beverage

THREATS
Water scarcity

Growing beverages consumption in emerging markets (especially BRIC)

Competition from PepsiCo

8th of July 1982- diet Coke was launched in the US- a new period to take risks

April 1985 - removed market-leading Coca-Cola from the US market and

introduced New Coke.

New Coke- a new, high-fructose corn syrup, to make Coke taste sweeter and smoother

The market reaction did not match the research. A large public outcry during the 79 days when old Coke was no longer on the shelves

Consumers overwhelmingly preferred the original taste Coca-Cola to the new

Coke.

Floods of complaints across America.

1985, New Coke captured 15% of the entire soft drink

market and Coke Classic 5.9% with Pepsi at 18.6%

The Coca-Cola Company replaced its winning formula In 1986, new Coke collapsed to 2.3%, Coke Classic surged to 18.9%, and Pepsi held firm at 18.5%

Volume for the classic brand has risen 24 % since 1984,

making it the No. 1 soft drink in the land since 1987

Fig 1. Coca Colas Ad Campaign after the outcry

Fig 2. Profit kept on increasing from 1985

Fig 3. Per Capita Consumption by Region

Areas- ingredients, packaging and distribution

Much of the testing takes place during the production process Machines and a small team of employees monitor progress

To check quality, Coca-cola uses - Quality Control (QC), Quality

Assurance (QA) and Total Quality Management(TQM)
QC- focuses on the production line itself QA focuses on its entire operations process and related functions,

addressing potential problems very quickly

TQM- which involves the management of quality at every level of the

organization, including; suppliers, production, customers etc

All aspects of production process are checked:

the consistency of the formula

the creation of the bottle (blowing), fill levels of each bottle labeling of each bottle overall increasing the speed of production and quality checks

QC and QA reduces the risk of defective products reaching a

customer

Problems are found and resolved in the production process For example, bottles that are considered to be defective are placed in a waiting area for inspection

QA also focuses on the quality of supplied goods to Cocacola, for example sugar, which is supplied by Tate and Lyle.

Every bottle checked for- correct fill level and correct label.
Done by a computer where every bottle passes through during the production process.

Faulty products are taken off the main production line.

If any errors found, the production line is frozen up to the last good check that was made.

The Coca Cola bottling plant also checks the utilisation level of each production line using a scorecard system.

Before production, quality tasks performed to rinse internal pipelines,

machines and equipment.

Often performed during a switch over of lines, for example, changing

Coke to Diet Coke - to ensure that the taste is the same.

Coca Cola uses a database system called Questar which enables them to perform checks on the line.

Other quality checks- packaging and carbonation, monitored by an operator who notes down the values to ensure they are meeting standards.

Lab technicians carry out over 2000 spot checks a day to ensure quality and consistency Quality tests include: CO2 and sugar values Micro testing Packaging quality Cap tightness Coca Cola say that Our Company's Global Product Quality Index rating has consistently reached averages near 94 since 2007, with a 94.3 in 2010, while our Company Global Package Quality Index has steadily increased since 2007 to a 92.6 rating in 2010, our highest value to date.

This is an obvious indication this quality system is working well throughout the organisation. increase of the index shows that the consistency of the products is being recognised by consumers.

QM also involves the training of staff

Employees understand how to operate machinery. Ensures all members of staff receive training prior to their employment

Machinery is also under constant maintenance,

This requires highly skilled engineers to fix problems, and

help Coca-cola maintain high outputs.

A code on the bottles it produces If there is a fault, then code can be entered into the Coca-Cola database finds out what plant it was produced at and where it was distributed to.

If a faulty group of Coke bottles found, they can be recalled before any

other customers find problems with a particular batch of Coke products.

They also have an OTIF rating system for distributors (on time in full) External customers, such as distributors can rate Coca-Colas delivery

based on, if it was on time and the full stock was delivered

Fig 4. Coca Cola vs Pepsico

Fig 5. Stock Split History

Coca Cola abide by the ISO14001 guideline to implement, maintain and

improve an environmental management system Coca-colas responsibilities include: beverage benefits active healthy living community Energy and climate

sustainable packaging
water stewardship workplace

The New Coke, 13 Aug 2013, http://www.123helpme.com/new-cokeview.asp?id=166581 Los Angeles Times, Coca-Cola's Profit Rises 4.6% in Quarter, Feb 22 1985, http://articles.latimes.com/1985-02-22/business/fi-734_1_fourth-quarter Anonymous. (n.d.), The New Coke fiasco: Market research lessons to be learnt, 2nd May 2005, http://www.buildingbrands.com/didyouknow/08_new_coke.shtml, accessed Kompella, K., Your brand's heritage may hold the keys to its future, 2nd May, 2005 , http://www.brandchannel.com/brand_speak.asp?bs_id=68, Aug 25, accessed Cook, B., Coca-Cola a Classic, 3rd May, 2005 , http://www.brandchannel.com/features_profile.asp?pr_id=101