Coca Cola has outlined a marketing strategy to double revenues by 2020 through expanding their product portfolio, connecting with the global middle class, and promoting responsible business practices. Their objectives include refreshing customers in body, mind and spirit through their brands and actions while creating value. In India, Coca Cola holds a 60.8% market share of the carbonated drinks market and aims to grow in emerging categories like fruit juices and hot beverages by leveraging their network of partners. The marketing plan covers objectives, segmentation, budgets, and initiatives to sustain growth in changing market conditions in India.

1. MARKETING STRATEGY OF-
COCA COLA
PRESENTED BY:-
Shrija Mishra (A014119119075)
Anshika Rani (A014119119158)
Manikandan J. (A014119119124)
Aman Singh (A014119119132)
Yuvanesh (A014119119126)
Aryan Chopra (A014119119108)

2. CONTENTS:
• Brief introduction of marketing plan.
• Brief introduction of the company.
• Executive summary.
• Current market situation.
• Objectives of the company.
• SWOT analysis.
• Marketing strategies.
• Marketing segmentation.
• Budgets.
• Issues and initiatives in India.
• Advertisement clips.

3. INTRODUCTION TO MARKET PLANNING.
Coca cola has outsourced the bottling operation to the
franchisee, FEMSA which is the largest bottling
franchisee of the Coca cola trademark beverages in
the world. It helps the company in capturing
important growth opportunities in under-developed
non-carbonated beverages segments and in
strategic acquisitions by entering into agreements.
Objectives:
 A part of business plan.
 Most marketing plans cover one year.
 General to specific: vision to mission and then
down to the individual action plans.
 The most important output of marketing process.

4. OBJECTIVES OF MARKETING PLAN
To set realistic and unambiguous goals.
To develop an action plan for achieving
these goals.
To align the marketing activities with
corporate mission.
To respond to rapidly changing market
conditions.
To quantify the outcome of each activity.

5. INTRODUCTION OF THE COMPANY
1. Founded in 1892, after the formula invented by pharmacist
John S. Pemberton.
2. Headquarters at Atlanta, Georgia- USA.
3. Currently offers more than 500 brands in over 200 countries.
4. Provides 1.7 billion servings a day.
5. Of this coca cola (coke) accounts for nearly 78%.
6. Sales distributed as follows: 42% (USA), 38% (Mexico, India,
Brazil, Japan and China), 20% (rest of the world).
7. Financial details : Revenue US$ 35.119bn
Operating income US$ 8.449bn
Net income US$ 11.809bn
Total equity US$ 31.317bn
8. Employees: 1,39,600.

6. EXECUTIVE SUMMARY
Doubling the revenues by 2020.
Making a positive difference in the
communities.
Project the company as a responsible
corporate citizen.
a) Sustainable water use and packaging.
b) Climate protection
Lift the corporate brand image.
Connect with global middle class by creating
new products and packaging formats for all
lifestyles and occasions.

7. FUN FACT #1
3.1% of all beverages consumed around the world are Coca-Cola
products.
Of the 55 billion servings of all kinds beverages drunk each day (other
than water), 1.7 billion are Coca-Cola.

8. OBJECTIVES OF THE COMPANY
Mission:
• To refresh the world… in body, mind and spirit.
• To inspire moments of optimism… through our brands and our actions.
• To create value and make a difference… everywhere we engage.
Vision for 2020 sustainable growth:
• PROFIT: maximizing return to shareowners while being mindful of our
overall responsibilities.
• PEOPLE: being a great place to work where people are inspired to be
the best they can be.
• PORTFOLIO: bringing to the world a portfolio of beverage brand that
anticipate and satisfy people’s desires and needs.
• PARTNERS: nurturing a winning network of partners and building
mutual loyalty.
• PLANET: being a responsible global citizens that makes a difference.

9. FUN FACT #2
Coke makes so many different beverages that if you drank one
per day, it would take you over 9 years to try them all.
Coca-Cola has a product portfolio of more than 3,500 beverages
(and 500 brands), spanning from sodas to energy drinks to
soya-based drinks.

10. CURRENT MARKET SITUATION IN INDIA
 The carbonated drinks market is close to Rs 6,000crore
($1.36 billion) with growth at 10-12 per cent.
 The fruit juice and fruit based drinks market is close to
Rs 5,000 ($1.13 billion), growing at 35-40 per cent
annually.
 Within the hot beverages category, India is the largest
producers of tea and accounts for 28 per cent of the
global production at 956 million kilograms annually.
 India is the world’s 5th largest producer of coffee
accounting for 4 per cent of the world’s production.
 In india, coca-cola and pepsi hold a market share of
95% of which coca cola has 60.8% the rest belongs to
pepsi.

11. THANK YOU.