The Coca-Cola Company is an American MNC A manufacturer, retailer, and marketer of nonalcoholic beverage concentrates and syrups. Founded - 1892 Founder - Asa Griggs Candler Annual Revenue - $31.85 billion (2018)

1. Group 1 -
Nikita Anupama - 19DM126
Pranjal Agarwal - 19DM137
Pulkita Vyas - 19DM147
Rehanshu Vij - 19DM158
Runjhun Gupta - 19DM168
Sakshi Aggarwal - 19DM178
Sejal Agarwal - 19DM188

2. About Coca-Cola
● The Coca-Cola Company is an American
MNC
● A manufacturer, retailer, and marketer of
nonalcoholic beverage concentrates and
syrups.
● Founded - 1892
● Founder - Asa Griggs Candler
● Annual Revenue - $31.85 billion (2018)
source:https://en.wikipedia.org/wiki/Coca-Cola

3. PRODUCTS AND SERVICES
● The Coca-Cola Company sells soft
drinks including beverage
concentrates and syrups, with major
beverage products.
● It has more than 300 beverage
brands all over the world like Coke,
Fanta, Lift, Sprite, Fruitopia 100%
Fruit Juice, and Powerade.

4. ● Packaging : Glass bottles, Plastic
bottles of sizes 2 litres, 1.25 litres,
600ml and 300ml.
● Also available in aluminium cans of
375ml.
● The price of Coca-Cola varies
according to size, place, and
packaging.
● If we compare the price of Coca-Cola,
it varies from country to country.

5. Carbonated
Products

6. Non-Carbonated Products

7. Survey on Consumer Behaviour

9. Why Consumers Like Coca-Cola? Why Consumers Do Not Like Coca-Cola?
✔ Taste
✔ Fizz
✔ It has Caffeine
✔ Good Branding and Advertising
✔ Pricing
✔ Attractive Packaging
✔ Refreshing Drink
✔ Variety of Drinks
✔ Consistency in its flavour
× Contains Calories
× Unhealthy
× Lack of Plastic waste
management
× Contains Sugar
× Contains more fat content
× Wastage of Water

10. COMPETITORS

11. Competitive Advantage
Recipe: a closely guarded
secret, unique recipe.
Some people may dislike the
taste of the it entirely.
The ability to develop new
products and reinventing old
ones offering hundreds of
brands
Multiple brands that can reduce
the market share of the other.
The world's most
comprehensive distribution
system
Resentment among local
communities regarding the
usage of resources
Promotion as the brand that
sells “Happiness”
Sponsoring big sporting events
Competitive Disadvantage

12. SEGMENTATION
Major segmentation Variables:
● Geographic Segmentation
➔ Rural
➔ Urban
● Demographic Segmentation
➔ Age
➔ Lifecycle stage

13. ● Psychographic Segmentation
➔ Lifestyle
➔ Personality
● Behavioural Segmentation
➔ Occasions
➔ Benefit sought

14. TARGETING
The target market for Coca cola is very wide as it satisfies the needs for
many different consumers. For Example:
➢ An average human through its bestselling drink
regular Coke
➢ A healthy diet conscious person through Diet Coke

15. ● The primary market for Coca-Cola
is multicultural young person of
age 13-24.
● This consumer group is most
likely to follow the merchandise as
value of Coca-Cola emphasis
“cool and felicity” which
compatible with their lifestyle

16. “Think Global Act Local”
● When the name of Coke is
mentioned, the first thing that
comes into mind is fun and
entertainment.
● Came up with songs
● “Live the Coke side of Life”
POSITIONING

17. Few examples of how Coca-Cola’s tagline has evolved over
the years:
● 1886: Delicious and
Refreshing
● 1925: Six Million a
Day
● 1982: Coke Is It!
● 2009: Open
Happiness
● 2016 – Present: Taste
the Feeling
Evolution of Packaging

18. System
And
Value
Delivery
Source: https://www.coca-
colacompany.com/stories/coca-cola-
system-and-value-chain

20. Past Plans
In India, Coca Cola -
● Launched Vio, a flavored milk beverage
● Launched a lemon flavored non-carbonated beverage called
“Aquarius” in India, under its “active hydration” category
targeted towards younger consumers who lead active
lifestyles.
These products didn’t gain popularity because the flavours
couldn’t fit to the taste buds of customers.

21. Present Plans
• Focused on driving revenue and profit
growth.
• Invest in brands and business.
• Become more efficient.
• Simplify the company products
• Refocus on core business model.

22. Wholesale and Distribution
● Visit to D.S. Enterprises, Greater Noida
○ Turnover : Rs. 12 Crores.
○ Maximum Demand : 1500 crates in May & June
○ Distribution Area : Retail Shops in Delhi NCR
○ Coca Cola Brands :
■ Coca Cola
■ Thumbs up
■ Maaza
■ Minute Maid
■ Kinley

23. STRENGTHS
● Largest Market Share
● Company Valuation
● Vast Global Presence
● Market Strategies
● Distribution Network
THREATS
● Raw material Sourcing
● Indirect Competitors
OPPORTUNITIES
● Diversification
● Developing Nations
● Packaged drinking water
● Market the lesser selling products
WEAKNESSES
● Competition with Pepsi
● Low Product Diversification
● Water Management
Source : https://www.marketing91.com/swot-coca-cola/

24. Expanding Beyond Soda
● Coffee Market
○ Acquisition of Costa Coffee
● Sports and energy drink market
○ Investments in Monster Energy Drinks
○ Coca Cola Energy
● Pure coconut water market
○ Zico
● Experimenting With Alcohol
○ Alcopop Market- Lemon-Do

25. Future plans
● Planning to invest $5 billion in India by 2020
● Increase its portfolio of non-aerated drinks to attract health conscious
customers.
● Innovation around local flavors to grow sales.
Recommendation for Future plans
Operating only in the beverage sector, Coca Cola has left a huge market
space unexplored which they can gain a foothold in with the help of their
pre-existing image and deep pockets.

26. Thank You