Coca-Cola was invented in 1886 by Dr. John Pemberton and first sold in Atlanta. It grew rapidly under Asa Candler's ownership and marketing expertise from the late 1880s. By the 1920s, Coca-Cola had become a global brand through franchising to independent bottlers. The company diversified in later decades but refocused on its core beverage business in the 1980s. Coca-Cola continues to expand globally through marketing, product innovation, and acquisitions.
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
Coca Cola Brand Positioning. It includes: Journey of coca cola, coca cola brand positioning, coca cola brands, coca cola marketing strategy"mantra of success", coca cola STP, coca cola SWOT, coca cola in India, coca cola motto: think local act local, coca cola and pepsi POP & POD, cocacola brand mantra designing, coca cola IPR
Pricing Strategies by Coca-Cola in IndiaRohan Bharaj
This document describes the the pricing journey of Coca-Cola India right from its entry till today. Coca-cola competes in a very fiercely competitive market and pricing is one of the most important factors it has to consider while conceptualizing its strategies.
Marketing Strategies of Coca-Cola India | MBAtiousaneesh p
Coca-Cola was the 1st international soft drinks brand to enter India in early 1970’s. Indian market was dominated by domestic brands, with Limca being the largest selling brand. Cola was the largest selling flavor with market share of 40%, Lemon drinks 31% and orange drinks only 19%. Up till 1977, Coca-cola was the leading soft drink brand in India.But due to norms set by the Foreign Exchange Regulation Act (FERA), Coca-Cola left India and did not return till 1993 after a 16 year absence from the Indian beverage market. FERA needed Coca-Cola to reveal its secret concentrate formula as well as reduce its equity stake which was not acceptable.
Coca-Cola got the permission to enter the country with a 100 per cent unit in India. On September 22, 1993, the company bought out the Parle brands. As an entry strategy, Coca-Cola India took over Parle Foods. With a fine and detailed distribution network in place, Coke was now ready to take on archrival over a period of time, Coca-Cola India also bought certain bottling units that earlier belonged to Parle or individual distributors.
Segmentation, Targeting & Positioning of Coca-ColaManas Dhibar
* Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles.
* Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business.
* Positioning is the final process and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be the more attractive option in these categories.
Coca
Cola began its journey as a small organization which produced beverage. It’s supply chain was little and
limited to a small market. However as Coco Cola grew and expanded itself its supply chain also got expanded
from traditional mass merchandising to modern Supply Chain techniques like J.I.T.
case study on coca-cola. introduction, segmentation targeting and positioning . selling strategy, marketing planing, objective, swot analysis of the company.
Coca Cola Brand Positioning. It includes: Journey of coca cola, coca cola brand positioning, coca cola brands, coca cola marketing strategy"mantra of success", coca cola STP, coca cola SWOT, coca cola in India, coca cola motto: think local act local, coca cola and pepsi POP & POD, cocacola brand mantra designing, coca cola IPR
Pricing Strategies by Coca-Cola in IndiaRohan Bharaj
This document describes the the pricing journey of Coca-Cola India right from its entry till today. Coca-cola competes in a very fiercely competitive market and pricing is one of the most important factors it has to consider while conceptualizing its strategies.
Marketing Strategies of Coca-Cola India | MBAtiousaneesh p
Coca-Cola was the 1st international soft drinks brand to enter India in early 1970’s. Indian market was dominated by domestic brands, with Limca being the largest selling brand. Cola was the largest selling flavor with market share of 40%, Lemon drinks 31% and orange drinks only 19%. Up till 1977, Coca-cola was the leading soft drink brand in India.But due to norms set by the Foreign Exchange Regulation Act (FERA), Coca-Cola left India and did not return till 1993 after a 16 year absence from the Indian beverage market. FERA needed Coca-Cola to reveal its secret concentrate formula as well as reduce its equity stake which was not acceptable.
Coca-Cola got the permission to enter the country with a 100 per cent unit in India. On September 22, 1993, the company bought out the Parle brands. As an entry strategy, Coca-Cola India took over Parle Foods. With a fine and detailed distribution network in place, Coke was now ready to take on archrival over a period of time, Coca-Cola India also bought certain bottling units that earlier belonged to Parle or individual distributors.
Segmentation, Targeting & Positioning of Coca-ColaManas Dhibar
* Segmentation comprises identifying the market to be segmented; identification, selection, and application of bases to be used in that segmentation; and development of profiles.
* Targeting is the process of identifying the most attractive segments from the segmentation stage, usually the ones most profitable for the business.
* Positioning is the final process and is the more business-orientated stage, where the business must assess its competitive advantage and position itself in the consumer's minds to be the more attractive option in these categories.
Coca
Cola began its journey as a small organization which produced beverage. It’s supply chain was little and
limited to a small market. However as Coco Cola grew and expanded itself its supply chain also got expanded
from traditional mass merchandising to modern Supply Chain techniques like J.I.T.
case study on coca-cola. introduction, segmentation targeting and positioning . selling strategy, marketing planing, objective, swot analysis of the company.
Coca-Cola - History, Evolution, Present and the FutureGreg Thain
A comprehensive background of Coca-Cola containing its History and Origins, Early Evolution, Modern Business, Global Expansion, Company Structure, Recent Efforts and Company DNA. As one of the chapters of the book FMCG: The Power of Fast-Moving Consumer Goods by authors Greg Thain and John Bradley. For more details on their success story and that of other leading FMCG companies, check www.fmcgbook.com or Amazon http://amzn.to/1jRyd20.
Contents:
Company overview,
Mission, Vision & values,
Swot analysis of coca cola,
Business strategy,
Logistics,
Market share of coca cola,
Coca Cola entry into India,
Problems in India,
Changes required in strategy,
Recommendations.
An American corporation named “Coca Cola” was founded back in 1892. It was primarily engaged in the manufacture of a sweet carbonated beverage which is a cultural and symbol of United States tastes. Read about Coca Cola Case Study.
Cola Wars - Coke Vs Pepsi Harvard Business School Case StudyMohan Kanni
A brief presentation on case study Cola Wars where we try to analyse the past history and predict the future of their business and growth opportunities from a Marketing Management Perspective.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
2. Coca-Cola’s History
• Invented in May of 1886 by Dr.
John Styth Pemberton
• First glass sold for 5 cents at
Jacob’s Pharmacy in Atlanta
• May 29, 1886- first newspaper
advertisement pronounced it
“Delicious and Refreshing”
3. Coca-Cola’s Development
• April 1888, Dr. Pemberton sold off
his interest in Coca-Cola and passed
away two days after.
• April 1888, Asa Candler began
buying up Coca-Cola shares
• By 1892, Asa Candler was sole
proprietor of Coca-Cola for a total
investment of $2,300.
4. Coca-Cola’s Growth
• Candler’s expertise in marketing led
to massive growth in Coca-Cola.
• 1894- Coca-Cola opened its first
syrup manufacturing plant outside
Atlanta in Dallas Texas.
• Joseph Biedenharn became fist bottler
of Coca-Cola in 1894
5. Coca-Cola’s Growth cont.
• 1899- Benjamin J. Thomas and
Joseph B. Whitehead secured the
exclusive rights to bottle and sell
Coca-Cola for $1.
• Thomas and Whitehead, with
financial assistance from others,
developed community bottling
operations.
6. Coca-Cola’s Growth cont.
• Sept 12, 1919 Coca-Cola changed
ownership once more.
• Candler sold Coca-Cola as he pursued
a position as mayor of Atlanta.
• Ernest Woodruff purchased Coca-
Cola with an investor group.
• 1923- Robert Woodruff elected new
President.
7. Coca-Cola’s Growth cont.
• During the 1960s and 1970s, Coca-
Cola began diversifying its business.
• Coca-Cola acquired more than 15
different businesses ranging from
food, wine and soft drinks to film and
water treatment.
• 1982, Coca-Cola purchased Columbia
Pictures selling off other businesses
along the way.
8. Coca-Cola’s Growth cont.
• 1985, Coca-Cola changed its formula
introducing New Coke.
• New Coke was roundly rejected by
consumers
• Coca-Cola quickly brought back
Coca-Cola Classic to meet customer
demands.
9. Coca-Cola’s Growth cont.
• Mid 1980s, Coca-Cola came back to
its roots to concentrate on the soft
drink industry.
• Coca-Cola adopted a product
development effort with diet, caffeine-
free, and citrus soft drinks
• introduced POWERADE and
Fruitopia in early 1990s.
10. Coca-Cola’s Mission
Mission + Commitment = Focus
Focus + Action = Results
• Mission statement: “We exist to create value for
our share owners on a long-term basis by building a
business that enhances The Coca-Cola Company’s
trademarks. This is also our ultimate commitment.
As the world’s largest beverage company, we
refresh that world. We do this by developing
superior soft drinks, both carbonated and non-
carbonated, and profitable non-alcoholic beverage
systems that create value for our Company, our
bottling partners and our customers.”
11. Coca-Cola’s Objectives
• Coca-Cola’s first objective is to
maximize share owner value over time.
• Maximize long-term cash flow
• To ensure the strongest and most
efficient production, distribution, and
marketing systems possible
12. Coca-Cola’s Internal
Environment
• Coca-Cola produces franchise
products.
– Products do not have substitutes
– Coca-Cola is a low cost leader
– Coca-Cola has the largest plant capacity
in the world and therefore enjoys
significant economies of scale.
– Low regulatory restrictions placed on the
Company.
13. Coca-Cola’s Marketing
• In 1997, Coca-Cola gave their
products a “global facelift”
• Created new graphics for packaging,
POS materials, street signs, trucks and
vending machines.
• New global advertisement “Welcome
to the World”
• Put Coca-Cola “within an arm’s reach
of desire”
14. Coca-Cola’s Operations
• Coca-Cola’s strategy of strengthening
their distribution system, particularly
in China and India.
• Coca-Cola purchases under-
performing bottling systems, improves
them and sells them back to strong,
existing bottlers.
• This strategy increases the operational
efficiency of Coca-Cola’s distribution.
15. Coca-Cola’s Finance
• Coca-Cola’s concentrate business is a
cash cow.
• In 1997, Coca-Cola generated $4
billion in operating cash flow
• Coca-Cola invests this in 3 ways
– invest in bottling & concentrate plants
– pay dividends to share owners
– repurchases their shares
16. Coca-Cola’s I.S.
• Coca-Cola faces the threat of the Y2K
problem with its computer programs and
those of its suppliers/customers.
• Coca-Cola has been proactive in the
situation.
• Coca-Cola will survey the company’s
critical suppliers/customers to determine
their status on Y2K compliance.
18. Coca-Cola’s Economic
• Coca-Cola’s products are somewhat
sensitive to economic slumps
– Loyal patrons, however, view Coca-Cola
as an inexpensive pleasure
– Disposable income is generally rising
around the world
Coke is exactly the kind of company I like. I like products I can understand. I don’t
know what a transistor is, but I appreciate the contents of a Coke can. Berkshire
Hathaway’s purchase of stock in the Coca-Cola company was the ultimate case of
me putting my money where my mouth was. -- Warren Buffett
19. Coca-Cola’s Economic
• Coca-Cola’s business in foreign
currencies result in currency exposure
of the company.
• Strong U.S. dollar means weaker
currencies elsewhere.
• Coca-Cola utilizes hedging tools to
minimize this risk.
20. Coca-Cola’s Social
• Consumption has been proven to be
inversely correlated with age.
• Health-Conscious Baby-Boomers are
turning towards healthier alternatives.
• Coca-Cola’s Nestea products are
geared towards this market segment.
21. Coca-Cola’s Technological
• The world is getting smaller due to
increased technological capacities.
• a “Global Teenager” has emerged
• Coca-Cola is equipped to market this
group.
22. Coca-Cola’s Political
• Coca-Cola has been faced with an
Anti-Trust suit from Pepsi
• Pepsi claims Coca-Cola has
monopolized the fountain-dispensing
market.
• Suit seeks unspecified damages and
asks the court to stop Coca-Cola from
prohibiting Pepsi products.
23. Coca-Cola’s Ecological
• Coca-Cola’s aluminum cans are
recyclable.
• Coca-Cola’s plastic containers are also
recyclable.
• Coca-Cola’s cardboard containers are
made out of recycled materials.
24. Rivalry
• Pepsi is Coca-Cola’s main rival
• Coca-Cola prevailed from the “Cola
Wars”
• Coca-Cola has two of the top three
soft drinks:
– Coca-Cola Classic (#1)
– Pepsi (#2)
– Diet Coke (#3)
25. Supplier Power
• Coca-Cola faces no significant threats
in this area
• Within U.S., Coca-Cola uses high
fructose corn syrup as a raw material.
• Outside U.S., Coca-Cola uses sucrose
• Both are readily available therefore
restricting supplier power.
26. Buyer Power
• Coca-Cola was restricted from
vertically integrating until 1980.
• With this restriction lifted, Coca-Cola
has been investing in its distribution
systems to improve them.
• These distribution systems therefore
have no power over Coca-Cola.
27. Threat of Substitutes
• Coca-Cola has successfully
differentiated their product.
• Loyal Coca-Cola patrons do not see
Pepsi as a conceivable substitute.
• Tremendous brand loyalty minimizes
threat of substitutes.
28. Threat of New Entrants
• Coca-Cola enjoys significant
economies of scale.
• Coca-Cola has huge market share.
• Coca-Cola has tremendous brand
loyalty.
• These factors minimize the threat of
new entrants into the soda industry.
29. Corporate Level Strategy
• Coca-Cola has long been committed
to a product development strategy.
• This allow Coca-Cola to penetrate
existing markets with new products
due to their high brand awareness.
• This strategy capitalizes on Coca-
Cola’s favorable trademark reputation.
30. Decision Summary
Model Method Value Recommendation
DuPont 2006 30.02%
Analysis 2007 27.51%
2008 24.08%
Geometric Mean 27.09% Yes
Intrinsic Value Pessimistic 0.51 No
Analysis Optimistic 0.98 No
Most Likely 0.71 No
The Graham Model Group A 2
Group B 2
Combined 4 No
Buffett Model ACRR - Equity Bond 17.15% Yes
ACRR - EPS 8.58% No
ROE Projections Low P/E 16.88% Yes
High P/E 19.48% Yes
A summary of the analysis presented here, indicates that Coke at this time is
not a “good buy” and therefore must be a “good bye.”
31. Recommendation
• I recommend Coca-Cola as a valuable
investment opportunity
• Coca-Cola utilizes corporate strategies
that capitalize off their strengths and
work to minimize their weaknesses.
• Coca-Cola has thus far transcended
the bounds of common expectations
and eagerly looks to the future achieve
new feats.