More than 120 years ago Coca Cola
Dr John Smith Pemberton who was a
pharmacist from Georgia, Atlanta and
Invent the original drink coca cola in
Frank Robinson who was partner to
Dr John Smith Pemberton & He also
attributed Coca Cola trade mark logo .
After 19 88,When Dr John Smith Pemberton sold his
shares the company experienced success in the US
Currently , Coca Cola owns more than 3300 in
more than 200 countries which consist of
carbonated drinks, light and diet beverages
. As far as the soft drinks markets are
concerned, Coca Cola and PepsiCo are the
Coca Cola Is the 3rd position in
the world (Best Global Brand
Our Roadmap starts with our mission,
which is enduring. It declares our purpose
as a company and serves as the standard
against which we weigh our actions and
To refresh the world...
To inspire moments of optimism and
To create value and make a difference.
Our vision serves as the framework for our
Roadmap and guides are,
People: Be a great place to work where people
are inspired to be the best they can be.
Portfolio: Bring to the world a portfolio of
quality beverage brands that anticipate and
satisfy people's desires and needs.
Partners: Nurture a winning network of
customers and suppliers, together we create
mutual, enduring value
Planet: Be a responsible citizen that makes
a difference by helping build and support
Profit: Maximize long-term return to
shareowners while being mindful of our
Productivity: Be a highly effective, lean and
Commitment 2020 Goals
CCE’s Commitment 2020 goals for its five
strategicCRS focus areas are:
Energy Conservation/Climate Change:
Diverse and Inclusive Culture:
The Coca-Cola Company are to be globally
known as a business …..
Conducts business responsibility .
To accelerate sustainable growth to
It forms the foundation for companies
Deep list Stand for …..
Different ages have their specific requirements .
To Serve the Different segments.
Facing increased advertising controls .
Lack of infrastructure .
Coca Cola operations both are
Segmentation: Products for those who are dieting are also
offered, as well as different flavors of Coca Cola .
Target: Coca Cola's target market is young adults to
Position: Coca-Cola, there are many different methods
available to find useful information, including the
company’s website, magazines and others.
Differentiation:They are not adapting Differentiation.
Because they just produce non alcoholic beverage drinks
Product : all non alcoholic beverage drinks such as coca
cola , fanta ,spite etc
Place: More than 200
countries are traded in
the world .
Price : Difference
country different price.
In beverage company ,I think that coca cola is how holding on
Relative Market Share
Existing Products New Products
Coca cola follow First Three Steps
don’t follow diversification
Coca Cola 47
Pepsi Cola 21
Cadbury Schweppes 8
The Coca Cola company
Geographic areas served
$ 48.01 billion (2012)
$ 9.01 billion (2012)
official website: www.thecoca-colacompany.com
Dr Pepper Snapple Group,
Kraft Foods Inc.,
The best global brand in the world in terms of
value ($77,839 billion).
World’s largest market share in beverage
Strong marketing and advertising.
Most extensive beverage distribution channel
Bargaining power over suppliers.
Corporate social responsibility.
Significant focus on carbonated drinks
Undiversified product portfolio
High debt level due to acquisitions
Brand failures or many brands with
insignificant amount of revenues
Bottled water consumption growth
Increasing demand for healthy food and
Growing beverages consumption in emerging
markets (especially BRIC)
Growth through acquisitions
Changes in consumer preferences.
Legal requirements to disclose negative
information on product labels
Decreasing gross profit and net profit margins
Competition from PepsiCo
Saturated carbonated drinks market
In OverAll discussion in beverage sector coca
cola company is leading Position .