THE COCA COLA WAS INVENTED BY JOHN STITH PEMBERTON IN 1886
THE COCA COLA FORMULA AND BRAND BOUGHT IN 1889 BY ASA CANDLER.
IT WAS SOLD IN BOTTLES FOR THE FIRST TIME ON MARCH ,1894
INTERBRAND Global brand scorecard for 2003 ranked coca cola the #1 brand in the world.
Its brand value at$70.45 billion .
Golden spoon award 2011 .
BRAND AND PRODUCT
THE COCA COLA COMPANY OFFERS MORE THAN 500 BRAND IN OVER 200 COUNTRIES
THE COCA COLA COMPANY DEALS IN EVERY TYPE OF NON – ALCOHOLIC BEVERAGES.
THE COCA COLA IS THE BEST SOFT DRINK IN MOST COUNTRIES.
Coca – cola is worlds leading cola .
In most of the European countries coca – cola is most preferred brand .
COMPANY PROFILE MISSION, VISION AND VALUE
TO CREATE THE VALUE AND MAKE A DIFFERENCE…….everywhere we engage
PEOPLE –being a great place to work where people are inspired to be the best they can be
LEADERSHIP:”to courage to shape a better future
PASSION:”committed in heart and mind
INTEGRITY: be real
Coca-cola owns more than half of the world’s beverages
Coke is affordable in all the countries
Coke comes in a variety of size worldwide so we can use it for a crowd or as a personal snack drink
Financial position Company earn Revenue US$ 35.119 billion Total Operating income US$ 8.449 billion Net income US$ 11.809 billion Total assets scale up to US$ 72.921 billion
Tea & coffee
Flavor of coca cola
price Competitive pricing
PLACEArea served by coca cola is worldwide
Promotion tactics Sponsored tournament . English football tournament . NASCAR, the NBA, the Olympic Games the FIFA World Cups American Idol.
In the Philippines, it has a team in the Philippine Basketball Association, the PowerAde Tiger
Market share in India
Diet coke is consistently gaining market share .
60.9 %present share
DIFFERENTIAL STRATEGIES During 1990 ‘s became responsive towards consumer interest in healthy beverages. Introduced several new non – carbonated beverage brands.
TARGET AUDIENCE COCA –COLA focus on every potential customer. Kids – Fond of Fruit Juice Teens – More experimental Youth – Experimental and more buying power Working People Housewives Elderly people
Travel Industry – Airlines, Railways and Local Transport Systems Recreational – Movie Theatres, Malls, Amusement Parks etc.
JUICE PRODUCT in INDIA MINUTE MAID : - orange apple Grapes nimbus fresh pulpy orange . MAAZA
The biggest competitor is Pepsi.
Pepsi is often second to coke.
In India, coco-cola ranked third leader in juice segment.
COMPARISON WITH GIANTS DABUR Real is a market leader Real market share is 35 % offers range of 9 juices Spread over 11 acres and geared to process 150 tonnes of fruit per day, it has the capacity to produce 192 tonnes of pulp/concentrate
Tropicana Pepsi Pepsi's Tropicana brand fruit juice has outpaced the fruit juices market in India. The company sources concentrates from Brazil. They come in Tetrapaks of one litre and Pepsi also markets sugar free diet Pepsi. Pepsi, in association with HLL have launched Lipton iced tea
Frooti Frooti from Parle Agro is the largest distributed fruit drink in India. It reaches more than 10 lakh retail outlets in up to class C towns The company's another revenue earning brand includes Bisleri water. It has a market share of 15% .
Coca cola Maaza & minute maid Coca Cola India. Over the years, Maaza has become synonymous with mango. The drink became a hit with successful advertisement campaigns like "Taaza mango, maaza mango,' and 'Botalmeinaam, maazahainnaam. It is available in 200 ml , 250 ml , 125 ml Tetrapak .
Strengths & Weakness of competitors
Competitive advantage Pinnacle on goodwill Diversification in each segment Range of product Leading brand
COMPETITIVE ADVANTAGEover DABUR EXPERIENCE in beverage segment . Brand image . Turnover . Marketing and Advertising strategy .