The document discusses the history and global success of Coca-Cola. It notes that Coca-Cola is sold in over 200 countries and has over 3,500 beverage products. The Coca-Cola brand is worth $74 billion and the company spends more on advertising than both Microsoft and Apple combined. The document also discusses Coca-Cola's mission and strategic priorities, strengths, weaknesses, opportunities, threats, and marketing mix strategies.

16. Respected Teacher & All Class Fellows

17. • Mian Zahaib Ahmed G1F18MCOM0068
• Hamza Mughal G1F18MCOM0069
• Awais Malik G1F18MCOM0070
• Adnan Malik G1F18MCOM0056

18. Our Parents and Teachers taught us
“ Keep your dreams alive. Understand to
achieve anything requires faith and belief in
yourself, vision, hard work, determination,
and dedication. Remember all things are
possible for those who believe”

19. Mian Zahaib Ahmed
G1F18MCOM0068

20. • Coca-Cola is everywhere. The iconic American brand is
recognized instantly around the globe and sold in more
than 200 countries. Additionally there are thousands of
subsidiary beverages that you might have no idea are
owned by Coke.
• And altogether 1.7 billion servings of Coke products are
consumed every day.
• Coke makes so many different beverages that if you
drank one per day, it would take you over 9 years to try
them all, more than 3,500 beverages (and 500 brands),
spanning from sodas to energy drinks to soy-based
drinks.

21. • The Coca-Cola brand is worth an estimated $74 billion:
more than Budweiser, Pepsi, Starbucks and Red Bull
combined.
• If every drop of Coke ever produced were put in 8-ounce
bottles and laid end-to-end, they would reach the moon
and back over 2,000 times.
• There are 33 non-alcoholic brands that generate over $1
billion in revenue. Coca-Cola owns a whopping 15 of
them.
• Coca-Cola spends more money on advertising than
Microsoft and Apple combined.

23. The Coca-Cola Company is an American
corporation, and manufacturer, retailer, and
marketer of nonalcoholic beverage
concentrates and syrups. The company is best
known for its flagship product Coca-Cola,
invented in 1886 by pharmacist John Stith
Pemberton in Atlanta, Georgia. The Coca-Cola
formula and brand were bought in 1894 by Asa
Griggs Candler, who incorporated The Coca-
Cola Company.
The company’s headquartered
in Atlanta, Georgia, but incorporated in
Wilmington, Delaware has operated
a franchised distribution system since 1889: the
Company only produces syrup concentrate,
which is then sold to
various bottlers throughout the world who hold
exclusive territories.

24. Coca-Cola is first served at Jacobs’
Pharmacy on May 8, 1886. Nine drinks
a day are sold during this year.
Company accountant, Frank Robinson,
names the drink “Coca-Cola,” and
thinking the two Cs would look well
in advertising, pens the famous
Spencerian script logo.

26. • Coca-Cola’s Journey is carry on with the passage of time
• And now it has more than 3500 products with it.

27. The Coca Cola’s Mission statements:
“ To refresh the world
To inspire moments of optimism and
Happiness
To create value and Make a difference ”

28. • Be a great place to work where people are inspired to be
the best they can be.
• Bring to the world a portfolio of quality beverage brands
that anticipate and satisfy people’s desires and needs.
• Nurture a winning network of customers and suppliers,
together we create mutual, enduring value.
• Be a responsible citizen that makes a difference by
helping build and support sustainable communities.
• Maximize long-term return to shareowners while being
mindful of our overall responsibilities.
• Be a highly effective, lean and fast-moving organization.

29. is to be the world’s leading supplier of branded beverages solutions, to
provide a consistent and profitable growth and to have the highest
quality of products and processes.
To achieve this, the company has established six strategic priorities and
has built these in every aspect of its activity:
1. fizzy drinks Accelerate growth, led by Coca-Cola
2. Broaden the range of products, where appropriate, for example
water, bottled tea, coffee, juices, energy drinks
3. system Grow Profitability & ability along with bottlers
4. Creatively serve customers (e.g. resellers) to build their businesses
5. Invest intelligently in market growth
6. Drive efficiency & cost effectiveness using technology and large-
scale production cost control enabling our people achieve
extraordinary results every day.

30. Strength
Strong advantages over their competitors Coca cola utilizes a strong
marketing strategy and various enterprise Advertisements that entice
consumers to buy their products.
The Brand logo and Image of the Coca Cola company is cemented
within the majority of consumers in the market and has almost become
a daily part of their consumption.
Coca Cola has managed to keep their formula a secret. Giving them a
huge advantage over their competitors
They have an integrated system of Marketing ranging from vending
machines within the fast food industry and multiple strong channels of
distribution i.e. McDonalds.
They Have the ability to produce innovative products via a well
established research and development team.
Due to the fact that they dominate a high market share, their products
are mostly products that lead the market.

31. Weakness
Due to the sheer size of their industry, the control of the
corporation has not been easy due to hundreds of different
components within the franchise.
A consumer Stereotype of Coca cola is that their beverages are
not healthy. This is widely due to the fact that Coke contains
caffeine, sugar and various other ingredients.
Because the products of Coca-Cola Company are mainly bottled
drinks, the quality of the products which consumers finally enjoy
is relatively difficult to control (due to the possibilities of
expiration or metamorphism and other situations).
It tends to be very easy for the consumer’s to buy from the
competitor’s i.e. Pepsi due to the fact that each products are very
similar in how they are made, how they are marketed, their prices
and to some extent their taste.

32. Opportunity
Generally speaking, it is quite easy for the companies to enter the
industry of soft drink. However, the standard which is needed to come
to be an international corporation is quite high.
As is known to all, carbonated drinks suit better with the demand of
young people. Also, the proportion of young people is increasing fast,
especially in some countries in Latin America and Asia Pacific. This
would therefore be a positive sign that Sales in the future should
increase and therefore bring in More revenue.
All over the world, fast food culture coordinates with the carbonated
drinks, Junk Food Outlets such as McDonalds, KFC, King Burger etc.
have normalized the idea of Coca Cola being a drink that goes with
fries and a burger.
Big Events such as The World Cup with draws in millions of viewers, by
sponsoring and or basing advertisements around such events increases
sales.

33. Threat
There is still a high possibility that the other non-coke carbonated
beverage will take place of Coca-Cola, for example Pepsi, one of Coke’s
biggest competitor’s
If the general consensus decided to forgo a healthier lifestyle it would
almost certainly cause a decrease in sales for some of Coca Cola’s main
products i.e. Classic Coke.
Even though the Secret Formula is a key factor to the success of the
company, it also carries a big risk. If the formula was to be discovered it
would prove disastrous for the company and could almost be certain
doom for the firm.

35. Price
The prices for Coca cola products tend to vary between 45 pkr for cans
and 90 pkr for 1.5L bottles. Setting low prices for the products means
that the product is very price elastic. This means that lower prices
guarantee more sales and therefore an overall increase in Revenue.
Also due to the fact that it is a product consumed on a daily basis, it is
more beneficial to the franchise to set cheaper prices. Prices are also
low, due to the fact that it is cheap to make their product and sell it in
bulk to different consumers.

36. Product
The Coca Cola franchise is Responsible for several different products.
For example Coca Cola, Sprite, Dasani Water. By differentiating their
product they are able to satisfy several of the consumer’s wants and
needs. A typical customer is not going to only drink one type of
beverage, and therefore by differentiating your products you are able
to cover all their wants and needs. This also allows the company to
target several different markets, for example the younger generation is
more inclined towards beverages such as Coca cola and sprite. Whereas
the older generation may only drink such beverages on occasion and
prefer Water. It also allows Coca cola to target consumers who may not
be able to drink Normal coke due to diabetics. This area is covered by
the product known as ‘Coke Zero’ which claims to have no Sugar but
still contains the taste of Coke.

37. Place
Coca Cola products such as Coke and Coke Zero can be found pretty
much anywhere. The Coca Cola franchise distributes their products
among various outlets, For example ‘7-Eleven’. By distributing products
to convenient stores, it allows their products to be readily available to
anybody who wants to quench their thirst. Convenient outlets such as
7-eleven are key to Coca Cola’s sales as such stores are located in
highly populated areas where the potential for a sale is very high, if not
guaranteed. On top of that, the products sold at convenient stores tend
to be more expensive. This is due to the fact that convenient stores are
located in such highly competitive locations with little to no
competition.

38. Promotion
Coca Cola do various different types of promotions ranging from small
prizes to prizes worth $100,000 and more. The most common
promotion that they use is to hide a code under the bottle cap, and if
you get the right code you stand to win a prize ranging from hundreds
to thousands of dollars in value. By offering such high end rewards,
Consumers will be very eager and willing to buy the product, as the
chance of winning a product worth hundreds of bottles of coke is too
good to miss. Coca cola on occasion also run more than one type of
promotion during a certain period. Coke also tend to do very well
during Holidays and Major events such as EIDs/ New Year/ Christmas /
The world Cup.

40. Advertising
One way that Coca Cola have implemented their products in the past
was via Advertising. A prime example of how they did this was with one
of their more recent products, ‘Coke Zero’. To successfully introduce
this product into the market, they had to target specific age group i.e.
Young adults. By narrowing down your Target market, it makes it easier
to design the marketing and advertising strategy for the product as it
narrows down the possibilities. If Coca Cola did not carry out this type
of Market Research, they would have most likely not have made as
much revenue as they have done.

42. Celebrity Endorsement
Hiring an iconic figure is a very effective way in implementing a product
into the Market. In The Subcontinent Coca Cola hired Ali Zafar, Mahira
Khan, Depika Podokon and Katrina Kaif to endorse the products of
Coke. The reason why celebrity endorsements are effective forms of
implementation is due to the fact that they are known worldwide, they
have a huge fan base, and almost always have a group of fanatics that
will try to do exactly what they do. The idea of selecting an attractive
successful Subcontinent artists was to entice young men to buy the
products.

44. Sponsorships
Coca Cola have successfully launched their products into the market via
Sponsorships. In Pakistan Coke Studio is very famous among young
generation. Since 2008 Coke Zero have been sponsoring a NASCAR
Sprint Cup called the “Coke Zero 400”. By sponsoring such big events, it
shows the consumers that they are aware of their interests and also
advertises the product as a “Sporty Beverage”. Sponsorships would also
be able to create consumer loyalty as it shows that your supporting
something that they like.

46. • Effective message strategy
Under this approach, the management ensures that message
communicated from any corner of the organization is spread across the
organization and retains its intended meaning.
• Communication channels
Leaders at Coca-Cola have enacted effective communication channels
that allow free flow of message from/to the management; the channels
include internally made mechanisms like telephones extensions,
intranets, emailing systems, notice boards, and meetings.
• Organizational culture and behavior
Coca-Cola has largely invested in an organizational culture that
supports free interaction among employees and the management.
• Effective message strategy
in the case of Coca-Cola; the management has a central department
that dispenses information across the organization whether for internal
or external consumption.

47. • Brand management
To maintain the strength of the brand and attain brand loyalty,
the company ensures its products are differentiable in the
market; this call for high quality good and brand salience.
• Public relations
Coca-Cola has one of the world’s largest advertising budgets
where it ensures that it sells products to people of different
classes by creating adverts and marketing’s that fit the particular
class.
• Media management
In the changing business environments, the company is forced to
maintain some close links with stakeholders via the media. In
international journals and magazines, the company posts some
articles that aims at creating better linkage and understanding
with its customers.

49. Year
Revenue
in mil. USD$
Net income
in mil. USD$
Price per Share
in USD$
Employees
2000 17,354 2,177 17.11
2001 17,545 3,969 15.24
2002 19,394 3,050 15.82
2003 20,857 4,347 14.28
2004 21,742 4,847 15.34
2005 23,104 4,872 14.47
2006 24,088 5,080 15.26
2007 28,857 5,981 19.24 90,500
2008 31,944 5,807 19.71 92,400
2009 30,990 6,824 18.49 92,800
2010 35,119 11,787 22.12 139,600
2011 46,542 8,584 26.84 146,200
2012 48,017 9,019 30.70 150,900
2013 46,854 8,584 33.78 130,600
2014 45,998 7,098 35.82 129,200
2015 44,294 7,351 37.29 123,200
2016 41,863 6,527 40.63 100,300
2017 35,410 1,248 42.80 61,800

50. Famous Brands under Coca-Cola
Healthy beverages
– Minute Maid -Vio (flavoured milk)
– C2 Cola -Fruitopia
– Enviga (Green Tea) -Nestea
– Huiyuan Juice (Chinese Special Recipe) - Powerade
Dasani Water
– Glaceau (Vitamin Water)

51. Coca-cola is one of the most respected brands in the world and it has
long warded off the competition with the use of a strong distribution
strategy and equally strong marketing messages. Coca-cola has over a
period of time used positive marketing to the best of its advantage and
has rarely been involved in negative marketing (which other brands do
frequently).
List of top Competitors
1) All Pepsi’s Products 2) Red Bull
3) Gatorade 4) Dr Pepper (Dr Pepper Snapple)
5) Lipton 6) Nescafe
7) Tropicana