Coca Cola's Profile, History, Headquartes, Product line n width, Porter's Five force model' Competitors, SWOT, Marketing n Promotional Strategies, Conclusion, KSF i.e., Key Success Factors

2. Coca-Cola is a cola (a type of carbonated soft drink)
sold in stores, restaurants and vending machines.
It is produced by The Coca-Cola Company (United
States).
The Coca-Cola Company offers nearly 400 brands in
over 200 countries or territories, which shows its
reorganization.
The Coca-Cola Company (TCCC) only produces
concentrate syrup which is then sold to various bottlers
throughout the world who hold a Coca-Cola franchise.

3. COMPANY PROFILE
ORIGIN
• The first Coca-Cola recipe was
invented in Covington, Georgia, by
JOHN STITH PEMBERTON, originally
as a coca wine called “Pemberton's
French Wine Coca’ in 1885.
• The first sales were made at Jacob's
Pharmacy in Atlanta, Georgia, on May
8, 1886, and for the first eight months
only nine drinks were sold each day.
• It incorporated in 1892 as Coca-Cola
Company (the current corporation).

4. COMPANY
PROFILE
Interbrand’s Global Brand Achievements
Scorecard for 2011 ranked
Coca-Cola the #1 Brand in the
World and estimated its brand
value at $70.45 billion
Coca-Cola currently offers
nearly 400 brands in over 200
countries or territories and
serves 1.5 billion servings each
day.

5. HEADQUARTERS
The Coca-Cola Company
Atlanta, USA

6. COMPANY PROFILE
Mission, Vision & Values
To Refresh the W orld...in boy, mind, an spirit.
To Create Vale and Make a Difference...everywhere we
engage.
People: Being a great place to work where people are
inspired to be the best they can be.
Leadership: “The courage to shape a better future”
Passion: “Committed in heart and mind”
Integrity: “Be real”

7. VARIETIES OF PRODUCT
From the 1st day of launching till today Coca-Cola has
been introduced in 27 different varieties:

8. Coca-Cola Statistics
 Coca cola owns more
than ½ of the world’s
beverages.
 Coke is affordable in all
the countries. It was not
out of the price range
for an afternoon snack.
 Coke comes in a variety
of sizes worldwide so
you can use it for a
•Coca-Cola is recognized by 94% of the
world’s population
crowd or as a personal
snack drink

10. 
Going Global: to take up global marketing strategy
through standardization and integration of the many services to
ensure uniform growth for the company “Coke” throughout the
world. From now onwards Global marketing strategies will be
incorporated not in a specific area or country but other country
also which was neglected till now, which will get 100%
recognition to the company “COKE”.
Places already company’s
supplying

11.  Our Quality Promises: Quality Is The Highest Business
Objective. Have achieved GOLDEN PEACOCK NATIONAL
QUALITY AWARD 2004 in India and are marching forward to
achieve such more awards globally. Though there were many
problems in quality, the quality department have taken an
immediate action to ensure that consumers do not lose interest

12.  Targeting young minds: Coke’s commercials basically
based on young generations, So, the young generation is the
target market of Coke because they want to represent Coke
with the youth and energy but they also consider about the old
people they take then as a co-target market.
I'm
Extremely
Selfish
Protective
Possessive
With my

13.  Change Of Bottle Designs: While targeting young
minds of India they are also changing the design of the bottle to
attract the young minds of India. As bottles of coke company
have always been simple we are going to launch designer
bottles with few new old attractive taste.

14. • Fun Island : to provide a real fun time in a private
island of coke company. This island is mainly meant for college
couples on a special occasion. To have fun things like
-coke fountain
-coke Halloween parties
-coke games
-coca competitions

15.  Cocateria: to open world wide cafeteria like cocateria.
Where we are going to have all the varieties of drinks only of
coco cola company including refreshments

16.  Coca Cabs: we are providing private cabs for tourists for
their personal use with limited free coke drinks in the cab for the
customers

17.  Coke Hookah: Are planning to introduce a coke flavor
hookah. This flavored hookah combines the taste of generations
which are not harmful and are suitable for girls, ladies, old
people etc…

18.  Coke Pumps: to install coca pumps all over the world .this
will reduce the cost price of the soft drink compared to the
bottled price and will create more demand in the market

19. SW ANALYSIS
OT
Strengths Weaknesses
•World’s largest brand •Negative publicity
•Large scale of operations •Sluggish performance in
•Robust revenue growth in north America
three segment. •Decline in cash from
operation activities
Opportunities Threats
•Acquisitions intense •Intense competition
competition •Dependence on bottling
•Growing bottled water partners
market •Sluggish growth of
•Has sufficient capital to carbonated beverages
expand

20. COMPETITORS
• The biggest competitor of coke is Pepsi.
• Pepsi is often second to Coke in terms of sales , but
outsells in some localities.
• In India, Coca-Cola ranked third behind the leader,
Pepsi-Cola, and local drink Thums Up. However,
The Coca-Cola Company purchased Thums
Up in 1993. As of 2011, Coca-Cola held a 60.9%
market-share in India.

21. 5 force model

22. Coca-Cola : Porter’s Five Forces
 Rivalry  Substitutes (Wilde and Thick causing a
 Thums up significant decline in Coca-Cola profits .
 Pepsi To reduce the threats it embraced
bottling and concentrated on
diversification
 Teas
 Milk
 Coffee
 Juice
 Alcoholic drinks
 Bottled water
 Energetic drinks
 Other refreshments

23.  Barriers to Entry (Penetrating  Power of Suppliers
the soft drink industry is hard  Sugar
because of the established  Packaging
name of Coca-Cola,
 Bargaining power of suppliers is
low due to two reasons.
 Exclusive Territories  First, the main inputs are sugar
 Direct-store-delivery (DSD)
and packaging. Sources of sugar
 Substantial Investment are on the open market which
 Current Market Presence of subsequently makes the creation
Coca-Cola power of suppliers at low levels.
There are several suppliers for
 Coca-Cola has long-term
packaging as well as the
relationships with their retailers
abundance in supply of
and distributors making
inexpensive aluminum.
possible the defense of the
position by means of discounts  Second, direct negotiations from
and other tactics, and concentrate producers to
regulation make it impossible suppliers are present; an
for new bottlers to enter areas initiative to encourage reliable
where an existing bottler supply, faster delivery and lower
operates. prices.

24.  Bargaining Power of Buyers depends on the marketing channel
used. For Coca-Cola, there are six core channels such as:
 Super Markets
 Convenience Stores
 Mass Merchandisers
 Fountain
 vending machine
 Restaurants and Food stores
Bargaining power of buyer is high for fountain supermarkets
and mass merchandising because of the low profitability
and strong negotiation power of retail channels but for
vending bargaining power is non-existing caused by high
profitability.

25. Porter’s value chain: Overview
Infrastructure
Support Activities
Financial
Human Resources
Management
Sales
Primary Activities
Inbound Outbound
Process & Aftercare
logistics Logistics
Marketing

26. KSF
Key Success Factors
Strong global presence
Spread in more than 200 countries
Licensed Bottlers
High utilization of fixed assets
Coca-Cola does not have complete possession of its bottling system,
its major basis of revenue is the sale of concentrate to its
bottlers.
Advertising and differentiation
Coke mainly is competing on advertising and differentiation rather
than pricing.
W recognized and cherished brand name
ell
The main brand of the Coca-Cola Company is sold globally and is
recognized as the best-known brand name in the globe.

27. Retail and distribution network
Coke provides significant margins to retailers up to 15-20%; these
margins are reasonably enough for retailers to keep Coke’s products
Product innovation capabilities
Offers different products lines according to the specific needs,
preferences and tastes of the customers such as Coca-Cola Vanilla,
Cola-Cola Zero, and Coca-Cola Cherry etc.
Breadth of product line
The Coca-Cola organization has occasionally launched other cola
drinks beneath the Coke brand name.

28. Conclusion
 At Coke, the creation of the absolute effective position is
central on investing on Coca-Cola Retailing Research
Councils. Along with its four key processes, Coke creates
value through proactively engaging their retailers at
technically every levels of the value chain from raw
materials down to end-products. Conforming to holistic
improvements, Coke strategically put value to store
management, providing consumers with the right to
choose while also enjoying the health benefits of its
brands.
 More than complying to standards and acquiring first
rates, Coke aimed at enhancing the shopping experience
and enjoyment of refreshments which are reflected in the
figures they accumulate coupled with ethical operation.

30. So,

32. Thank you!