Coca-Cola, founded in 1886 by John Stith Pemberton, has grown into one of the largest beverage manufacturers globally, generating $41.863 billion in revenue by 2016. The company emphasizes strong employee relations, adapts its supply chain through modernization, and targets both international retailers and consumers with a focus on health and well-being. As the organization navigates competitive pressures, demographic changes, and environmental concerns, it has developed new products like Minute Maid organic fruit juice to meet market demands for healthier options.

1. • Tahir Kılınçarslan
Bahçeşehir University

2. • Invented in 1886
• Founded by John Stith Pemberton (Pharmacist) in
Columbus, Georgia
• The Coca-Cola formula and brand were bought just
for $2300 in 1889 by Asa Griggs Candler, who
incorporated The Coca-Cola Company in 1892
• It is one of the largest beverage manufacturer all over
the world
• By 2016,
• Revenue: $41.863 billion
• Net Income: $6.527 billion
• Employees: 123,200.

3. The Company
Coca Cola maintains a very strong work ethic by treating its employees and customers well. It also always aims to
excel in performance by producing quality Minute made products and always working towards achieving its goals.
Coca cola is situated in Atlanta USA and has approximately 700 000 employees around the world. It has more than
21 brands and has operations in more than 200 countries.
Suppliers
The fact that coca cola is a very old and well established company, this meant that their supply chain was also old-
fashioned when compared to modern companies. However, Coca Cola decided to deal with this problem by
having a consultancy firm that would help produce a significant portion of their production to modern up-to-date
suppliers. As a result, this allowed a more connected and automated supply chain for Coca Cola which therefore
shows Coca Cola’s capability of using their brand success and awareness to adapt their suppliers to increase their
efficiency and consistency. Consequently, Coca Cola could link their supply and demand more economically.

4. Marketing Intermediaries
The various intermediaries of Coca Cola brands (especially retailers) play a huge role in making sure that
their customers will reach their products. Since Coca Cola is not able to keep track of all these
intermediaries and solve all their problems, they have decided to provide a special website to help them. On
this website companies that sell Coca Cola products can go and find solutions to problems, staff training tips,
new products and ideas and many more things.
Customers
Coca-Cola finds it very important to listen very closely to their customers so that they can understand their
needs and feedback to improve the products and to create a ‘mutual benefit’ for the customers and Coca
Cola themselves. However, unlike most companies Coca-Cola has a different aspect when addressing their
“customers”, this organization likes to see the main targeted customers as the ‘international chains of
retailers and restaurants’. Coca Cola also have a scheme “Customer Development and Training” to help their
customers become fully trained and how to work their businesses more efficiently and profitable.

5. Competitors
Coca Cola competes in the non-alcoholic drink market. Their main competitors now are companies that
produce products fairly similar to theirs like Pepsi and Dr. Pepper. These competitors affect how Coca Cola
operates in several different ways. They affect their price, advertisement, sales promotion programs and
many others. The main competitor that Coca-Cola has now is Pepsi with their sales figures and pricing being
almost the same.
Publics
Coca Cola are constantly getting feedback from customers on how they want healthier products and that
they care for their well-being. Because Coca Cola have made it their goal to make healthier products for the
public and try to tackle obesity. Coca Cola not only are their trying to make their drinks low calorie but are
also trying to spread the message of being healthy by promoting activities and supporting organizations like
The Olympic Games and football associations.

6. Demographic Factor
Within Coca Cola several different demographic factors are relevant to their market sector. Age is a factor that is relevant as
the organization has to obey by certain laws and regulations The Minute Maid product line aims to focus on all demographics,
especially health conscious people such as old age people and their children.
Economic Factor
Inflation increases cost of production. Consequently, Coca Cola have to face the uncontrollable problem of increasing their
pricing. With this increase they risk losing customers who cannot afford their products because it is a desired product not a
necessity. For example, in 2002, a 2-liter bottle of coca cola was 99p whereas today a 2-liter bottle costs £1.98. Due to inflation
in 11 years the price of an identical bottle of Coca Cola has doubled in price. Alternatively, Coca Cola could be forced to lower
their prices to facilitate an increase in consumption whilst taking a less favorable profit margin.

7. Natural Factor
Other ways that Coca Cola are responding to different natural forces is by trying a more environmentally friendly
packaging. Coca Cola say that they are always looking at ways on how to improve their packaging and use less raw
materials when creating them. At the moment, they use raw materials like petroleum and other fossil fuels to
create their plastic bottles. To reduce their use of these fuels they have create a new ‘Plant Bottle’ packaging
which will bring them one step closer in creating a completely petroleum free bottle. They aim to achieve this
goal by 2020.
Technological Factor
Machinery have helped Coca Cola manufacture products in better and higher quantities. Coca Cola has factories
in Britain with top of the name machinery to ensure fast delivery times and quality product development. Coca
Cola has used social media technology to connect with audiences. When they launched their name campaign —
putting real names on their bottles — customers lined up to take photos of bottles with their name on it. These
photos trended on social media sites like Facebook, providing social proof and encouraging Coca Cola sales.

8. Political Factor
The political forces that affect Coca Cola are mostly different rules and regulations the company needs to follow in
order to not break the law. Coca Cola promote their products as strictly non-alcoholic beverages. Because of this
they are constantly monitored by the government and health authorities on what they put in their drinks. Coca
Cola are monitored by more than 200 governments and health authorities which also includes some Muslim
countries where Coca Cola need to include a Halal stamp on their product.
Cultural Factor
The rapidly growing population today has meant that more and more companies can increase their market share
and have more business. This is no different for Coca Cola. As different cultures grow Coca Cola grows with them.
This is because there are more people to buy the products and it rapidly increase Coca Cola’s profit and also their
market share. Coca Cola expect that with a bigger population there will be more people and a greater demand for
products which votes positively for Coca Cola.

9. 42.5
27
17.3
4
3 6.2
Coca-Cola PepsiCo Dr. Pepper Snapple
Cott National Beverage Other

10. • Coca-Cola now has 21 brands with over
$1 billion per year in sales
• These 21 $1 billion+ brands are:

11. 38%
24%
16%
11%
4%
4%
2%
1%
Juices/Juice Drinks
Sparkling
RTD Coffee & Teas
Water
Sports Drinks
Energy Drinks
Soy and Value-Added Dairy
Other
*source:Statista

12. • The brand name came out from a name of a famous city “Minutemen
Militia”
• In 1945, National Research Corporation of Boston, developed a method of
concentrating orange juice into a powder using a high-vacuum
evaporation process
• The U.S Army had a need for 500,000 Ib (227,000 kg) for the war
• NRC created new branch, the Florida Foods
Corporation
• Led by John Fox, the company won the contract for
$750,000
• The war ended and the contract was canceled before
the factory built

13. • Rather than selling powder to the public market, the company decided to
create frozen orange juice concentrate
• A Boston marketing firm came up with the name Minute Maid, implying
the juice was quick and easy to prepare.[3]
• In 1960 it was purchased by Coca-Cola
• Sold under Cappy brand in Central Europe

14. • In the beginning of 2000s, people preferred
soft drinks rather than fruit juices.
• By increasing the level of education of the
people and developing technology, they
started to care about their health.
• In last 5 years, carbonates have the least
growing rate in the sector. Because this is the
most unhealthy product.

15. •Tropicana
•Real
•Juicy Juice
•Tree Top
•Florida’s Natural
•Simply Orange Juice

16. • Founded in Florida in 1954
• Founder Anthony Rossi
• Total revenue is $3.2 billion

17. • Founded in 1977

18. • Founded in 1960 by Bill Charbonneau
• 345 million dollar revenue
• Founded in 1933

19. •Founded in 2001 by Minute Maid.
•Brand of Coca-Cola Company.

20. • Strong brand image
• Excellent distribution
channels
• Healthy soft drinks
• Known logo
• Nature friendly
packaging
• High cost
• Short shelf life
• Lots of competitors
• Low customer
awareness
• Increasing health
awareness
• Growing population
• Global warming risk
• Lack of organic
foods

25. Minute Maid is going to create fruit juice with organic fruits. That means
there is no hormone or rotten fruit in this product. Furthermore, there is no
flavoring expect sugar come from its organic fruit. Today it is very difficult to
find organic fruit juice but Minute Maid supplies to people with Minute
Maid Organic Fruit Juice.

26. The development of this herbal organic fruit juice aims to target both kids and
adults of all ages. This drink is conveniently packaged to take with you anywhere
you go. It also comes in various flavors such as apple, cranberry, orange,
lemonade etc. This product is very much suitable for consumers who are looking
for a great taste and also a healthy beverage. Just like many other Minute Maid
products, the herbal organic fruit juice has also received a health check from the
heart and stroke foundation. The health check is part of the reason for this wide
target group, we know very well that all parents want their children to be
healthy, and so have our new product approved by health officials and
specialists, gives us credibility. Furthermore, we know that as people become
older, they stick with healthier things.

27. The positioning of the new product (herbal organic fruit juice) is established in such a way that the product is
perceived as having the highest quality and the addition of herbal ingredients makes it one of the healthiest
beverage that has ever been produced. This product is basically known to be unique or different from other
Minute Maid productions.
Psychographic segmentation- The development and sale of our new product focuses on the living habits and
the mindset of the consumers. We segment people based on their health concern rate, and prioritize those
who are most willing to have a healthy diet.
Behavioral segmentation- We also look at the behaviors people have towards the Minute Maid production line,
and the pay more attention to those who are frequent buyers of the product line.
Geographical segmentation- We also look at the region in which our potential customers could be. This helps
us target urbanized areas where there is no easy access to organic foods.

28. • Minute Maid organic fruit juice is a type of
line extension because there is an existing
brand and existing product. What Minute
Maid doing is creating a juice with organic
fruits and herbal ingredients.
• By creating an organic fruit juice, Minute
Made is making a product development.
Because, the product is new, market is
existing.

29. • Minute Maid produces several sizes of bottles
to satisfy the need of all types of the
consumers.
• 200, 330, 500 ml cartoon and plastic
• 1, 1.5, 2 lt bottles made by glass
• 13 different languages
• Herbal ingredients, Organic Fruits
• 2 weeks shelf life

30. Advertising: Minute Maid used lots of advertising channels to introduce their new product
such as newspaper, billboard and social media.
Sales Promotion: For reaching more customers, Minute Maid made special offers and price
discounts on Organic Fruit Juice. For example, they offered a 330ml can of Organic Fruit Juice
free with 1 liter bottle. Furthermore, when their stocks increase, Minute Maid sell them with
%30 or more discounts.
Personal Selling: Minute Maid does not use personal selling method because it is very hard to
reach every people and there is a risk of misrepresenting of product.
Public Relations: They took a role as sponsor for some special events to introduce their new
product such as concerts, football and basketball matches. Moreover, they become a sponsor
of some sport teams competing in U.S.
Direct Marketing: Minute Maid does not use direct marketing method. They use indirect
marketing that means there are wholesalers and retailers who provides the product to the
customers.

31. • Minute Maid has targeted
middle and lower income
groups.
• Faces stiff competition from
several brands and has
maintained a competitive
pricing strategy that keeps its
product prices marginally
closer to the prices set up by
its competitors.

32. • Our product will be lie on penetration strategy with high quality &low
prices.
• For introducing new product.
• Price is low in order to capture market share.
• Expect make a profit in sales volume.

33. • Minute Maid Organic Fruit juice is distributed with indirect marketing.
• Minute Maid Organic Fruit Juice is bought by retailers.
• Minute Maid Organic Fruit Juice uses intensive distribution.

34. • Minute Maid made some experiments
on people. People tasted the Minute
Maid Organic Fruit Juice and ordinary
fruit juice. Researches show that %82 of
people preferred organic one.
• Minute Maid also did another survey.
Options were soft drinks, organic fruit
juice and ordinary fruit juice. Survey
show that %72 of people preferred
organic fruit juice.
82
18
Preference
Organic Juice Ordinary Juice
72
10
18
Preference
Organic Juice Ordinary Juice Soft Drink