Presented By

Jai Santosh J
1401035

COMPANY OVERVIEW
Type

Soft Drink (Cola)

Manufacturer

The Coca- Cola Company

Founder (s)

John S. Pemberton

Country of Origin

United States

Introduced

1886

Area Served

Over 200 countries (except Cuba &

Brands

N.Korea)
Over 500

No. of Billion dollar brands

10

Product Ranges

Over 4000

Employees

142,400

Servings per Day

1.6 Billion

 Coca-Cola was first sold to the public

in Atlanta at Jacobs Pharmacy
Only 9 servings of the soft drink
were sold each day
Sales for the first year were only $50

VISION
People: Be a great place to work where people are inspired to be the
best they can be.
Portfolio: Bring to the world a portfolio of quality beverage brands that
anticipate and satisfy people's desires and needs.
Partners: Nurture a winning network of customers and suppliers,
together we create mutual, enduring value.
Planet: Be a responsible citizen that makes a difference by helping build
and support sustainable communities.
Profit: Maximize long-term return to shareowners while being mindful of
our overall responsibilities
Productivity: Be a highly effective, lean and fast-moving organization.

MISSION
To refresh the world in body, mind and spirit
To inspire moments of optimism through our brands and our
actions
To create value and make a difference everywhere we
engage.

VALUES

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

Organization Structure

Market Share of
Carbonated Drinks
coca cola

pepsi.co

others

5%

35%
60%

Product Portfolio of CCI

COMPETITORS

Coco cola in India

Coca-Cola was the 1st international
soft drinks brand to enter India in
early 1970s.
Indian market was dominated by
domestic brands, with Limca being the
largest selling brand.
Cola was the largest selling flavor with
market share of 40%, Lemon drinks
31% and orange drinks only 19%.

Withdrawal from India

Up till 1977, Coca-cola was the leading
soft drink brand in India.
But due to norms set by the Foreign
Exchange Regulation Act (FERA), CocaCola left India and did not return till 1993
after a 16 year absence from the Indian
beverage market.
FERA needed Coca-Cola to reveal its
secret concentrate formula as well as
reduce its equity stake which was not
acceptable.

Pure drinks, Delhi launched Campa-Cola, to

take advantage of Cokes exit and by the end
of 70s, was the only Cola drink in the Indian
market.
In 1980, Parle, another major Indian player
launched ThumsUp, the drink which till date is
most popular soft-drink in India.
Pure Drinks strongly objected to ThumsUp
being called a soft drink as it felt its taste is
too strong.
For over a decade, Parle led the Indian softdrinks market, with its market share reaching a
peak of 70% in1990.

Re-entry into the Indian

Markets
Coca-Cola got the permission to enter the
country with a 100 per cent unit in India.
On September 22, 1993, the company bought
out the Parle brands.
As an entry strategy, CCI took over Parle
Foods.
With a fine and detailed distribution network
in place, Coke was now ready to take on
archrival
Over a period of time, CCI also bought certain
bottling units that earlier belonged to Parle or
individual distributors.

In 1993, Thumps Up, Gold Spotand, Limca enjoyed

around 75% share of the CSD market.
With the entry of Coke, CCI decided not to promote
the cola brand they took over i.e., they decided to
withdraw Thumps Up from the market. This however,
did not pay off since the cola market was (and still
is) highly polarized and people were unwilling to
compromise on the taste of their preferred cola.
As a result, Cokes market share (Coke + Thumps Up)
fell to nearly 55%. After 3 years of incurring losses,
CCI finally took a decision to re-launch Thumps Up.
This strategy paid off and today almost 59% of the
market is governed by CCI.

Competitors Analysis
Competitors: PepsiCo, Parle Agro Products
Pepsi gives tough fight with almost similar
investment, advertisement, Strategies and
Products
Parle resurges with refreshing drinks as Appy
Fizz, Fruity, LMN
PepsiCo also has a snack product line
including Lays, Cheetos and Quaker OATs
PepsiCo provide carbonated drinks, Fruit
Drinks and Packaged Drinking Water.

Future Plans
Plans to invest 5 billion dollars in
India before 2020

STRENGTHS

- Strong brand image

- Financially stable
-Strong distribution
channel
-Heavy promotional
activities
-70% revenue-outside
USA

WEAKNE
SS
-Health care issues.
-Product offering
restricted to beverages
-Inability to launch new
product.

OPPORTUNITIES

- Large domestic
market
-Export potential
-- Alliances and
Merges
THREATS

- Changing consumers
preference
-legal issues
-competition (Pepsi)
-Large number of
substitutes
- Increased prices of
raw materials

HIG
H

Questi
on
Mark

STAR

BUSINESS
GROWTH
RATE
LOW

DO
G

CAS
H
COW

HIGH

LOW
MARKET
SAHRE