The document provides an overview of Coca-Cola Company. It discusses Coca-Cola's history in India, including re-entering the Indian market in 1993 after withdrawing in 1977. It also summarizes Coca-Cola's market share and acquisitions in India, leadership, vision, products, financials, marketing strategies, and human resources practices. The document presents information on Coca-Cola through text and images in a presentation format.

1. Sit Back And Enjoy
“Business Awareness
Presentation ”

2. VIGNAN INSTITUTE OF TECHNOLOGY AND MANAGEMENT
Presented By :-
Sandeep Kumar Hazra

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Introduction
This project is focused on studying the coca cola company .
 Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending
machines throughout the world.
 Coca cola co. the global soft drink industry leader controlled Indian soft drink
industry till 1977 . After which they backed and withdrew from India as they
were asked to transfer its syrup formula to the govt.
 In 1993 coca cola company came back to India .
 Pepsi and parle became the major competitors . At the time parle had a
market share of 53% and Pepsi had 20%
 Coca cola decided to take over parle so that the company can take the
advantage of parles network and had 2,00,000 retailer outlets and 60 bottlers
of parles network.
 These all led to a market share of 48.3% in 1998 and had the brands such as
thumps up , limca ,maaza .

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Logo
The Coca-Cola logo was created by, Frank Mason Robinson, in 1885

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 To refresh the world
 To inspire moments of optimism and happiness
 To create value and make a difference
Mission Statement

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Vision statement
The vision of Coca-Cola is the framework for their guides of every aspect of its
business.
It is presented in 5Ps:
1. People
2. Portfolio
3. Partners
4. Planet
5. Profit

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Chief Executive Officer
MUHTAR KENT
Chief Executive Officer of The Coca-Cola Company

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BOARD OF DIRECTORS
Muhtar Kent Howard G. Buffett Evan G. Greenberg
Herbert A. Allen Richard M. Daley Alexis M. Herman
Ronald W. Allen Barry Diller Robert A. Kotick
Ana Botín Helene D. Gayle Maria Elena Lagomasino
Sam Nunn James D. Robinson III Peter V. Ueberroth

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History
Invented in May of 1886 by Dr. John Styth Pemberton.
The coca cola formula & brand was bought in 1889 by Asa Candler who
incorporated the coca cola company in 1892.
However the bottling business began in 1899 when two businessmen
Benjamin F. Thomas & Joseph B. Whitehead , secured the exclusive rights to
bottle and sell Coca-Cola for most of the united states from the Coca-Cola company.
It returns to India in 1993 after a gap of 16years
The coca cola got approval from the govt. of India in July 1996 for setting up a
company
With the acquisition of major brands in India it went on to be known as The
Hindustan Coca-Cola Beverages Pvt. Ltd.
The company has stepped forward for reaching 300million soft drinks consumer
through 7,00,000 retail outlets in India
From 1993 -2003 coca cola invested more than US $ 1 billion in India .

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Profile
Coca cola enterprises , established in 1886 , is a young company by the standards
of the Coca-Cola system.
The coca cola company is the worlds largest beverage company . They operate in
more than 200 countries & markets more than 2800 beverages products .
 Headquartered at Atlanta, Georgia .
 Coca-Cola employs more than 700,000 people worldwide
 In INDIA, its head office is situated in Gurgaon, Haryana
 The company operates out of 22 locations across India
 The Coca-Cola system in India has already invested USD 2 Billion till 2011, since
its re-entry into India
 The company will be investing another USD 5 Billion till the year 2020.
 It has 4 regional offices in India
 It has Over 50 manufacturing locations in India

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Headquarter
Atlanta, Georgia

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PRODUCTS

13. WORLDWIDE SHARE AND GEOGRAPHICAL DISTRIBUTION
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14. PRODUCT WISE MARKET
SHARE
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38.20%
32%
19.80%
10%
2009coca-cola
pepsico
Dr. pepper
snapple
group
others
37.20%
30.20%
21.40%
10%
2012 coca-cola
pepsico
Dr. pepper
snapplegroup
others
Soft Drink Market Share

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COMPETITOR
 Pepsi, the flagship product of PepsiCo, The Coca-
Cola Company's main rival in the soft drink
industry, is usually second to Coke in sales
 In South and Central America Kola Real, known as
Big Cola in Mexico, is a growing competitor to Coca-
Cola
 French brand Mecca Cola and British brand Qibla
Cola are competitors to Coca-Cola in the Middle
East.
 Mountain Dew

17. Assets
2013 (Amount
In Million $)
2012 (Amount
In Million $)
Short term
investment
6707 5017
Marketable
securities
3147 3092
inventories 3277 3264
Prepaid
expenses
2866 2781
goodwill 12312 12255
Cash in hand 10414 8442
Property,
plant
&equipment
14967 14625
Total assets 53690 49476
Liabilities 2013 (Amount In
Million $)
2012 (Amount In
Million $)
Accounts
payable &
accrued expenses
9577 8680
Short term loans 16901 16297
Current
liabilities
1024 1577
Long term debt 19154 14736
Capital surplus 7034 8186
Total liabilities 53690 49476
VIGNAN INSTITUTE OF TECHNOLOGY AND MANAGEMENT
Financial position in 2012 & 2013

18. The Coca-Cola Company
-NYSE
40.12
0.21(0.53%) 1:58PM GMT - Nasdaq Real Time Price
Prev Close: 39.91
Open: 40.00
Day's Range: 39.99 - 40.35
EPS : 1.60
Earnings Date: 13 Apr - 17Apr(Est.)
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Target Market Of Coca-cola
•Coca-Cola takes every customer as target and potential who is thirsty.
•All age groups are being targeted but the most potential is the age group from 18-25
that covers around 40% of total age segment.
•AGE:-The target market for the Coca-Cola is based on age. The audience of Coca-Coal is the youth.
It has wide range of targeting. It ranges from the age of 15-25 and reaches to 40.
•GENDER:- Coca-Cola segments INDIAN market with a percentage ratio of 58% females and 42% males
•OCCUPATION:- students and family oriented people.
•NATURE:- Fun loving and entertainment loving.
•SOCIO ECONOMIC STATUS:- Upper lower and lower class
M a r k e t i n g M i x & S t r a t e g i e s
The marketing mix is based on the 4 P’s
Product Price
Promotion Place

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PRODUCT
 The business has over 300 brands of beverages around the world with the main
ones being Coke, Fanta, Lift, Sprite, Fruitopia 100%
Fruit Juice, and PowerAde.
 The Coca-Cola Company packages its beverages into plastic bottles of sizes 2 litres,
1.25 litres, 600mL and 300mL. These are also available in aluminum cans of 375mL
PRICE
 Competition-based pricing Coca-Cola products are usually priced below,
above or equal to its competitors' prices.
For example, during Easter (2003) sale periods (Coca-Cola vs. Pepsi):
 Coca-Cola soft drinks 2L - $1.68 Pepsi soft drinks 2L - $1.87
 Coca-Cola soft drinks 375 x 18 - $9.98 Pepsi soft drinks 375 x 24 - $9.98
 Psychological pricing Most of the Coca-Cola products use this method of pricing.
For example, for a pack of 375mL x 18 cans of Coca-Cola soft drinks it is priced at $9.98 instead of
$10.00.This strategy makes consumers perceive the products to be cheaper.

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PROMOTION
 It mainly uses the television. There are many television advertisements on Coca-Cola
products. This source allows the company's products to reach a large audience.
 The company also uses the radio as another source of advertisement. This is a cheaper
source of approach compared to the television.
 Recently, the company benefited from its involvement in the world's celebrated games such as the
Olympics and the FIFA World Cup. Where millions were watching these games, the business had
substantial advertising and promotions of the company's brands.
PLACE
Indirect distribution The Coca-Cola Company uses intermediaries in its distribution. That is, the
company does not sell its products directly to its consumers.
The Coca-Cola Company uses the intensive distribution strategy.
The business's products are sold in almost every outlet including:
· retail outlets, small shops, restaurants
· petrol stations , schools
· sports and entertainment venues

22. MARKET SEGMENTATION OF
COCA-COLA
• Coca-Cola serves its products using mass market technique. Which obviously falls in undifferentiated
marketing and undifferentiated marketing means no segmentation, but there are minor factors on
which we can say that the coke segments its products and then targets the customers somehow.
• These factors are as follows.
1. GEOGRAPHIC SEGMENTATION:
 INTERNATIONALLY
 CLIMATIC
 LOCALY
2. DEMOGRAPHIC
 AGE
 FAMILY TYPE
 INCOME
3. PSYCHOGRAPHIC:VIGNAN INSTITUTE OF TECHNOLOGY AND MANAGEMENT

23. Human resources at Coca Cola Company
Management at Coca Cola Company focuses on the acquisition and retention of highly
skilled and knowledgeable employees so that it can maintain its top position in the market.
It treats these resources as an asset.
Job Analysis And Designing
 Coca cola company HR department check its own job description and job analysis in which they get the
information about employees work activities, human behavior, performance standard, job context and
human requirements and also other information related to this conduct.
 HR department of Coca cola used this information for Recruiting, selection, compensation, performance
appraisal, training, and employee’s relationship.
Planning and Forecasting
 Coca Cola HR department involves in company strategic planning and they also make sufficient planning
for hiring new employees in the future
 After planning they send this report to the head office for approval. If they get approval from the head
office then they start recruitment process
They are careful about employees’ health and benefits. They give following compensation and benefits:
Basic salary Pick and drop
Bonus Gratuity fund
Medical facility Social security
Employees Happiness
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• Changing user demand for
competitor drinks
• Increased competition in
carbonated drink industry
• Local brands in different
countries
• Growth in beverage
consumption
• Increase bottled water
demand
• Reduced price of
production material
• Reliance on
carbonated drinks
• Lack of
diversification
• Negative publicity
• Brand value $77,839
billion
• Worlds largest
beverage company
• Strong marketing and
advertising
STRENGTH WEAKNESS
THREAT
OPPORTUN
ITY
S.W.O.T ANALYSIS

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B R A N D A M B A S S A D O R S

26. Serial No. Job Title Location Experience
1 Area Capability Development Manager Multiple Locations 3-5 years
2 Factory Manager Wada, Mumbai 8-12 years of experience
3 Zonal Safety Manager Andhra Pradesh 8-10 years experience
4 Zonal Supply Chain Head Bangalore, Karnataka
10-12 years of relevant work
experience
5 Maintenance Manager Wada, Mumbai 10+ yrs (Especially in Utilities)
6 Operational Excellence Manager Delhi
Minimum 10 years - with
working experience in Di
7 Shipping Manager Chennai 4-7 years of FMCG experience
8 Safety Manager Wada, Mumbai
Minimum 8 years in factory.
Minimum 4 years as S
10 Working Capital Manager - General Trade Chennai
4+ years of post Qualification
experience
JOB OPPORTUNITY
VIGNAN INSTITUTE OF TECHNOLOGY AND MANAGEMENT

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ACHIEVEMENTS
 Awards
 2014 U.N. Women’s Empowerment Principles Leadership Award
 2014 Award for Corporate Excellence (Secretary of State)
 2014 Industry Champion of the Year Award (Sustainable Bio Award)
 2014 Best Global Initiative for Women’s Economic Empowerment
 Rankings
 CoreBrand: America’s Most Respected Brands - #1
 FORTUNE: World’s 50 Most Admired Companies - #6
 FORTUNE: World’s Best Multinational Workplaces (Great Place to Work) - One of 25
 Universum Global: World’s Most Attractive Employers - #23
 Forbes: World’s Most Valuable Brands - #4

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CONCLUSION
It was observed that Coca-Cola has been perceived quite positively as it
has been projected .
People are aware of the brands & awareness of Coca-Cola is quite high
in the market.
When a product is launched , avid coke drinkers choose this soda over
any other competitors simply because it’s a Coca-Cola product and they
trust it.
In supermarket and convenience stores Coca-Cola has their own fridge
which contains only their products . There is a little personal selling .
This is made up for in public relations and corporate image.
Coca-Cola sponsors a lot of events including sports and recreational
activities

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