Coca cola industry analysis (indian perspective)

  • 2,045 views
Uploaded on

Analysis of Beverages industry focused on Coca Cola brand with respect to Indian Market

Analysis of Beverages industry focused on Coca Cola brand with respect to Indian Market

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,045
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
94
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1.  Ranjeet Kumar Singh
  • 2. Objective of the Study The study aims to perform following objectives  Market Analysis of Coca-Cola Company & find out different factors effecting the growth of Coca-Cola.  Competitive analysis between Coca-Cola and its competitors.  To understand the Customer preferences towards various Coca-Cola products
  • 3. Soft Drink Industry - An Overview
  • 4. Coca- Cola Industry Profile • The Coca Cola Company is the largest beverage company in the world • Has been in business for over 125 years • Offers more than 3,500 beverages, and targets certain brands for certain markets (with only the flagship Coca Cola being sold in every single one of their markets) • Works with over 300 bottlers around the world, and owns substantial stakes in some of the larger ones • Includes 15 brands that have $1 billion or more in annual sales • Sells its products in 200 countries • Offers 1.7 billion servings per day • Employs 146,000 people directly, and over 700,000 people if the bottlers are included in their role as independent contractors
  • 5. Industry Statistics  The revenue of Coca Cola has been in a growing trends in an uniform way  South America has the highest consumption with around 29% of the total consumption  The cash flow around the years been the same  Africa has the least consumption with 11 %  Year 2011 have seen the maximum increase in revenue as compared to last year  Asia Pacific countries’ consumption is on growing trends and is expected to surpass other regions within next 5 year
  • 6. Coca-Cola: Indian Market • Leading soft drink brand in India till 1977 • Forced to close down its operation by a socialist government • Re entered in 1993 by buying whole Parle Brothers operation ( Thums Up, Limca & Maaza ) • Invested heavily for first five year sourcing : Affordability, Availability and Acceptability • Different advertising campaigns for different regions of the country • One of the most famous ad campaigns in India was ‘Thanda Matlab Coca-Cola’ Coca Cola Products in India
  • 7. Coca-Cola: Indian Market • Future plans, India  Increasing per capita consumption of beverages.  Expanding distribution networks.  Leading the beverage revolution in India • For Coca-Cola, India is: Sourcing base for various commodities • “Citizenship Efforts” in tandem with local NGOs to alleviate community issues in the areas of its bottling plants • Coca- Cola, India:     Investment of US$ 1 billion 5,000 employees. 25 wholly-owned, 35 franchisee owned bottling operations 27 contract packers
  • 8. Porter’s Five Forces • RIVALRY AMONG EXISTING FIRMS : Pepsi Co and Cadbury Schweppes • POTENTIAL ENTRANTS : Due to strong brand name and great distribution channels Coca-Cola and Pepsi Co dominate the industry so less chance for new entrants • SUBSTITUTES: In order to compete with the substitutes industry, Coca-Cola has diversified from just carbonated drink industry to other substitute and so have other brands like Pepsi • BARGANING POWER OF BUYERS: While both Coca-Cola and Pepsi distribute their bottled soft drinks through a network of bottling companies, Coca-Cola uses its own network of wholesalers • BARGANING POWER SUPPLIERS: Coke managers have long held 'power' over sugar suppliers
  • 9. Swot Analysis of Coca-Cola
  • 10. Research Methodology • Scope of the study: To discover the current position of CocaCola in the market and to derive the preferences factors for Coca Cola • Research Type: The objective of this research is to describe things such as market potential of the brand or the demographics and attitudes of consumers who buy the project • Sources of data:  Secondary Data: Internet, Marketing Reports, Text Books, Research Papers  Primary Data: Questionnaires and Survey The survey : http://bit.ly/W9VHxt
  • 11. Sampling • Sampling Size:  Through Questionnaires: 100 respondents  Through Personal Interview: 25 respondents Total number of respondents are 125 • Limitations of the study  Since the sampling procedure was judgemental, the sample selected may not be true representative of the populations  The study was confined to a particular location due to which the result cannot be applied universally  Economic and market conditions are very unpredictable
  • 12. Data Analysis
  • 13. Data Analysis  Coca-Cola is considered as aabetter brand as  Coca-Cola is considered as better brand as compared to Pepsi and other beverages compared to Pepsi and other beverages  The others brand of both Pepsi and Coca The others brand of both Pepsi and CocaCola lies behind to the other brand in Cola lies behind to the other brand in beverages beverages  The others brand of Pepsi taste best as  The others brand of Pepsi taste best as compared to the others drinks compared to the others drinks  Surprisingly not many people like the taste  Surprisingly not many people like the taste of Pepsi of Pepsi  Pepsi should consider to review its taste  Pepsi should consider to review its taste according to the needs according to the needs
  • 14. Data Analysis  Pepsi have the maximum satisfaction level  Pepsi have the maximum satisfaction level along with the other brands of non Pepsi along with the other brands of non Pepsi and non Coca Cola brands and non Coca Cola brands  The other brand of Coca-Cola has the least  The other brand of Coca-Cola has the least satisfaction level as compared to other satisfaction level as compared to other brand brand  The availability of both Pepsi and Coca-Cola  The availability of both Pepsi and Coca-Cola is maximum is maximum  Both Coca-Cola and Pepsi needs to increase  Both Coca-Cola and Pepsi needs to increase the sales force of its other brands also the sales force of its other brands also
  • 15. Conclusions  Coca Cola products are more popular than the brands of Pepsi  Pepsi should focus more on the taste as compared to Coca Cola so that it can compete with the same  Mostly the consumers buys soft drink without any specific occasion or festivals  Although the overall consumption of Coca Cola is more and Pepsi is only a bit less, due to the restriction in the survey, it can be clearly stated on the overall result
  • 16. Bibliography • Books  Marketing Management - Kotler Philip  Marketing Research- Malhotra & Dash • Websites      www.thecoca-colacompany.com www.india-server.com www.coca-colaindia.com www.opentonet.com www.magindia.com • Others  Annual Report of Coca Cola 2010  Annual Report of Coca Cola 2011
  • 17. THANK YOU