Presentation

SUBMITTED TO
SIR TANVEER AHMED NAVEED

SUBITTED BY
AWAIS ANWAR

14171521-023

SANIA SHEHZADI

14171521-041

AMNA ZAFAR

14171521-008

MARYAM

14171521-033

COCA COLA

Presented By::

Ashutosh Singh Sengar

Ashwani Kumar Singh
Punit Khatnani

INTRODUCTION
The Coca-Cola Company is the world's

largest

beverage company.

largest manufacturer, distributor and

marketer of

non-alcoholic beverage.

The company is best known for its

flagship product
Coca-Cola invented by pharmacist John

Stith

Pemberton in 1886.

Cont.
The Coca-Cola formula and brand was

bought in 1889 by Asa Candler who

incorporated The Coca-Cola Company in
1892.
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

HISTORY

Coca-Cola Enterprises established in 1986.

ByAtlanta pharmacist Dr. John Pemberton
He began to produce Coca-Cola syrup for sale

in fountain drinks.
The bottling system business began in 1899.

Cont.
The Company offered its stock to the public

on November 21, 1986.

In December 1991, a merger between Coca-

Cola Enterprises and the Johnston Coca-Cola

Bottling Group.
In 1992 sales climbed to 1.4 billion, and total

revenues were $5 billion.

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%.

Marketing strategy

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

SWOT Analysis
Strength
Worlds leading brand.
Large scale of operations.
Strong supply chain management system

Weakness
Unable to differentiate itself from Pepsi.

Less effective campaigns.

Opportunity
Growing bottled water market.
Untouched markets.
Acquisitions Intense competition.

Threats
Intense competition with competitors.
Intense price competition.
Dependence on bottling partners.
Sluggish growth of carbonated beverages.

Key Success Factors

Marketing
Innovation
Globalization

Major brands of coca cola

Coke
Sprite
Fanta
Diet coke
Coke classic
Maaza
Thums-up
Georgia
Kinley

Major Competitors
Pepsi
Slice
Mirinda
Mountain Dew
7up
Nimbooz
Aquafina

MARKET SHARE BY AREA

Sales Growth

Brand
Equity
Brand equity is difficult to measure because much of it
depends on consumers' perception and opinions of a
brand. When a product has high brand equity they are
successful at retaining their current customers by
keeping them satisfied with the quality of products
and service. They are also successful at attracting
new customers who have heard of the brand through
successful marketing or word of mouth.
Coca-Cola's brand equity is difficult to measure
because they have extended their brand to include
numerous products. In addition to the numerous of
versions of Coca-Cola worldwide that compete against
other beverage brands, Coca-Cola competes with
itself. Nationally there are numerous versions / brands
that are a part of the Coca-Cola family. Some of the
brands include Coca-Cola Classic, Dasani Water, Full
Throttle, Fanta, and Soy Products.

Brand identity
The brand identity is the audio-visual 'face'
of the brand - the cues that tell you that you
are are in the right place. The brand
definition is the formal description of what
the brand stands for within different
description categories - its personality, its
values, its stories, its emotional benefits etc..
The brand proposition is the 'deal' the brand
is offering you at any given moment

Brand Positioning

The location of a brand in relation to its

competitors in some pre-defined space. The space
may be defined by criteria used by consumers,
such as "value for money" or "age of consumer"
etc.
5 main factors that go into defining a brand
position.
1.Brand Attributes
2. Consumer Expectations
3. Competitor attributes
4. Price
5. Consumer perceptions

Advertising

Coke was first advertised

as a remedy for
headaches and exhaustion
Coke has been advertising
on television for 50 years.
Songs used in coca cola
commercials have become
popular.
They use catchy mottos
such as:
Adds a refreshing relish to
every form of exercise

International Coca-Cola
In Hong-Kong, heated

Coke is served as a cold

remedy
Coke advertises 200 in
countries around the
world.
In Japan people use
money chips on their
cell phones to pay for
drinks.

Coke in Space
In July 1985, Coke

was the first soft

drink to be enjoyed
in outer space on the
space shuttle
Challenger
A special space can
was developed

Coca-Cola in Our Schools

Students in our surveys

indicated their ads were

similar to those in the
United States. This was
particularly true in
Europe.
Coke vending machines
appear in many schools
around the world.

Business Strategy
Consumer demand drives everything we do.
Brand Coca Cola is the core of there

business.
We will serve consumers a broad selection of

the nonalcoholic ready-todrink

Cont.
beverages they want to drink through out the

day.
We will be the best marketers in the world.
We will think and act locally.
We will lead as a model corporate citizen.

THANKING YOU