TOPIC:

COCA COLA

PRESENTED TO:

SIR ASIR NAQVI

PRESENTED BY:

RAJA ZEESHAN 34

AMMAD PARVEZ 07

ABDUL BASIT 01

FAISAL SHAHID 11
 Contents
• History of the organization
• 4p’s
• Introduction of the coca cola
• Brand elements
• Challenges and opportunities for brand
• CBBE model
• Brand positioning
• Core brand associations
• Brand mantra
• Future growth and extension opportunity
HISTORY OF COCA COLA

• Founder: John Pemberton

• Ceo: james quincey
• Chairman: muhtar kent
• Founded: in 1886
• Employees: 61,800
PRODUCTS
PRICE

It is done according to the market and segmentation.

PLACE

available all over the world .

PROMOTION
OUT DOOR ADVERTISEMENT
 Introduction of Coca Cola

• Coca-Cola is also known as coke, a name that was trademarked by The Coca-Cola
Company after it was discovered many people called it by that particular name) is a
very popular cola (a carbonated soft drink) sold in stores, restaurants and vending
machines in more than 200countries. It is produced by the Coca-Cola Company
which is also often referred to as simply coke or coca cola. Coke is one of the
world’s most recognizable and widely sold commercial brands. its major rival is Pepsi.
• Opportunities
• 1. Consumption of packaged drinking water and aerated beverages is expected to grow
every year in Third World countries.
• 2. With the new trend of fitness and health gaining grounds, the company will benefit a
lot from the promotion of low calorie and low sugar drinks like Diet Coke and Coke
Zero.
• 3. Another significant way the company can expand its market is to acquire companies
already existing in the Third World and BRICS nations.
• 4. Entry into packaged food is another way the company can expand its markets.
• Threats
• 1. One of the serious threats comes from the popular perception that sugar based
drinks lead to various health problems. The company will not prosper if this perception
battle is not won.
• 2. More than 60 percent of the revenue comes from foreign markets. Weak currency
performance of other countries will hamper the sales of the company.
• 3. Rising raw material cost may lead to higher production costs and low profit ratios.
COCA COLA POSITIONING

Coca Cola has strategically positioned itself within the

world soft drink market. It faces a vital question: does it
have to keep the same positioning or to adapt according to
the 200 countries where the brand sells its products.
 TARGETING
• Age

ageAge
LIFE STYLE
OCCUPATION
NATURE
CUSTOMER’S MEDIA HABITS
DIRECT COMPETITORS – OTHER
SOFT DRINKS AND ENERGY
DRINKS
• Pepsi
SPRITE

• Sprite originally started as a competitor to 7 up but it has

ended up being a large market share holder of soft drinks
market and although it is from the house of Coca-Cola, it is
one of the strong coca cola competitors in the market.
Sprite’s clear formula has helped the brand amass an
excellent fan following and it has captured the market
which previously belonged to Limca or 7 Up.
INDIRECT COCA COLA
COMPETITORS.

• Lipton
Most prominently known for its green tea and various
flavors of tea, Lipton is the number one competitor for
coca cola brand especially in tea drinking nations like UK,
India, China, and others. As people are getting more health
conscious, they are turning towards the tea providers which
are brands such as Lipton. Lipton has its own café’s as well
to fulfill the demand of its target markets.
NESCAFE
CORE BRAND ASSOCIATIONS
BRAND MANTRA
FUTURE GROWTH AND
OPPORTUNITIES
• The company rapidly began to grow, quickly surpassing many significant business milestones.

• 1887: The its 50th anniversary

• Fast forward to today, and Coca-Cola is a true giant in the beverage industry. With more than 130 years of serving
customers, the company has scaled up to an impressive size. Almost 22,000 Coca-Cola beverages are consumed every
second.

• Here are a few other statistics on the company’s massive scale:

• Products sold in more than 200 countries

• More than 1.9 billion daily servings of Coca-Cola products

• $44 billion of net operating revenues

• $7.4 billion of net income

• $176 billion market capitalization (as of January 12, 2016)

• first use of coupons to purchase Coca-Cola

• 1898: Coca-Cola moved to their first independent headquarters, which they quickly outgrew. The company had to
move to larger headquarters five times in the next twelve years.

• 1909: The Coca-Cola Bottler magazine begins publication

• 1930: The Coca-Cola Export Corporation was incorporated to help distribute and market the companyís product in
international markets