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  2. 2. Coca-colaMarket Leadership:- Coca-Cola is the largest bottlerof Coca-Cola trademark beverages in the world interms of total sales volume, with operations inMexico, Argentina, Brazil and etc…Strong brand portfolio: a one-stop shop for itsretailers by offering a complete beverage portfolio -including carbonated soft drinks, bottledwater, juices, orangeades, isotonics, teas, energydrinks, milk, coffee and even beer in some marketssuch as Brazil.
  3. 3. Coca Cola’s mission statementTo refresh the worldTo inspire moments of optimism andhappinessTo create value and make a difference
  4. 4. Now they are moving from : “Creative Excellence” to “Content Excellence”
  5. 5.  This part consider both the internal and external influence on coca cola marketing planning. The macro environment is analyzed using the PESTEL framework.
  6. 6. Political Factors:  Coca cola operates globally and their performance is influenced by the political stability and instability of these countries.Economic factors  High inflation in any of the countries will cause the price of coca cola to raise and consumption of coca cola may fall.
  7. 7. Social factors  Consumers in the different countries will have different taste and perception about coca cola.Technological factors  The current environment is technological driven and the need for dynamic innovation.  Coca cola has got competent research and development team who discover new technologies to improve productivity.
  8. 8. Environmental  Coca cola’s operations results in environmental footprints. They aim at reducing them in their areas of operations to gain brand image.  Coca cola plant relies heavily on electricity for production. They generate alternative power to reduce this reliance.Legal factors  Coca cola is given the copy right to operate and is the only company that can produce and sell coca cola in all countries.  Several countries have laws regulating how companies should operate and coca cola is a law abiding corporate citizen.
  9. 9.  The micro-environment can be analyzed using porter’s five forces. These forces determines the attractiveness of cold drinks industry. Threats of new entry.  This appears to be very low in this industry as there is exclusivity of right for coca cola to operate in some geographical locations.  Ti is also capital intensive and require huge investment. This serves as a barrier to entry.  Brand loyalty from customers serves as a barrier to entry.  Economy of scale and scope also serve as a barrier to entry.
  10. 10.  Threat of substitutes  Fruits and vegetable juices are closed substitutes for the industry.  For health concerns, many choose to consume organic fruit juice. Bargaining power of suppliers  This also appears to be weak as suppliers’ products(e.g. sugar) are basic commodities and ingredients.  Coca cola buys in bulk and rather has power over suppliers. Bargaining power of customers(B2B)  This appears to strong as customers are mainly large supermarkets and retailer. They have the power to negotiate price down to reduce coca cola profitability .
  11. 11. Competitive rivalry  There are currently three major players in the cold drink industry.  Coca cola  Pepsi cola  Cadbury Schweppes  Coca cola has got dominant position.  There are currently growing markets and niches that can be exploited so competition is not so keen.
  12. 12. Men  The experienced employees of coca cola will help in introducing the new product.Money  The new product development will require finance for developing and launching it. Coca cola is financially sound.
  13. 13. Markets  Coca cola has experiences to market the product to target customers, market exist and can be reached.Make-ups  The culture influences how coca cola considers this new ideas and opinions. the culture at coca cola encourages new ideas for growth.
  14. 14. Management  Management are experienced and successful in launching new products.Machine  Coca cola own plant & equipment and franchisees.Materials  Good relationship with suppliers.
  15. 15.  Transforming our commercial models to focus on our customers’ value potential and using a value-based segmentation approach to capture the industry’s value potential, Implementing multi-segmentation strategies in our major markets to target distinct market clusters divided by consumption occasion, competitive intensity and socioeconomic levels; Implementing well-planned product, packaging and pricing strategies through different distribution channels; Driving product innovation along our different product categories and Achieving the full operating potential of our commercial models and processes to drive operational efficiencies throughout our company.
  16. 16.  LOW COST-HIGH VOLUME STRATEGY• Industry estimates for the January to September 2012 period indicate that the top 2 soft drinks brands are from the Coca-Cola stable. But brand Coke, the worlds most consumed soft drink, doesnt figure amongst those top 2.• Coca-Cola is now counting on the meals campaign to ramp up volumes of its global flagship cola, which languishes at No 4 in the pecking order. The top 2 are Thums Up and lemon-lime flavored Sprite, both brands from the Coca-Cola India stable; global rival PepsiCo is at No 3.
  17. 17.  The price of Coke concentrate has been consciously kept lower than that of Thums Up to spur bottling of the global cola, confirms a top official within its bottling business who did not want to be named. This summer, the company had dropped the price of Coke in 200 ml returnable glass bottles to Rs 8 from Rs 10 in big markets like Mumbai, Tamil Nadu, Gujarat and Karnataka; the prices of other soft drinks in the Coca-Cola stable were not tinkered with. "Bringing the price down to Rs 8 for glass bottles is unprofitable. But the company wants volume gains for Coke, even if the bottling business profits are compromised," the beverage maker has only mentioned growth numbers of only brand Coke. "If brand Coke does well, it is perceived by headquarters as The Coca-Cola Company is doing well... it reflects on shareholder sentiment as well,"
  18. 18. Brand Mapping