It contain the PESTEL on COCA COLA when they entered in INDIA.

2. Nisha Prabhu - (123)
Pranav Rane - (128)
Manasi Raut - (129)
Brinda Sanghavi - (139)
Toshish Sarode - (140)
Charmi Shah - (146)

3. Road Map
1886
1889
1891
1892
1930
2015
Invented by pharmacist John Stith Pemberton in Columbus, Georgia
Formula and brand were bought by Asa Griggs Candler
Company started operating a franchised distribution system
Coca Cola’s first bottling occured
Asa Griggs Candler incorporated The Coca-Cola Company
Company started moving Gobally
Based on Interbrand's best global brand study, Coca-Cola was the
world's 3rd most valuable brand.

6. 1920
• It entered China
1927
• Two bottling production plans were opened in Shanghai and
Tianjin
1930
• Another plant in Qingdao
1946
• Plant in Guangzhou
1949
• Cola had to withdraw all of its plants from china
1978
• the 'open door policy' was announced by Deng Xiaoping
1979
• Cola made a re-entry in China

7. First stage
1979-84
Second stage
1985-92
Third stage
1993-present
Franchise
Joint
Venture
Hybrid

9. • Bureaucracy, corruption & lack of transparency
• Benefits of Open Door Policy

10. • GDP :- $ 14.54 trillion
• Inflation major problem

11. • Coca- Cola means “Bite the wax tadpole”
• Changed to “ K’o K’ou K’o Le”
• Changing lifestyle of people

12. • Large number of R&D institutions
• Technology leads to production of new and innovative
cans, bottles, etc

14.  Product positioning and
Market segmentation
 Strategic marketing mix
 Product
 Price

15.  Ethnocentric
 Polycentric(local)
 Geocentric

16. AIM RESULT
EXECUTION

19. 1950-
52
1977
1993
1999
2002
Set up the
first
bottling
plant in ND
Leaves
India
Acquires Parle
brands and
Thums Up
Introduces
Sprite,
Diet Coke
Thums Up
emerges as
the country's
No.1 SD

21. Beat Congress
and Janata Dal
came to power
Demanded secret formula of Coca Cola
Also ordered the company to dilute 60% of its
stake

22. GDP
AGR– 7.1
% (2016),
7.9%
(2015)
GDP - $
2 Trillion
GDP GR –
1.4%
(2016),
2.0%
(2015)
App. GR
in soft
drink
Ind.- 7%

23. • include the social, religious, and culture
• demographics aspects, such as the average age and
income of the population, level of education

24. • India has strongest IT sector in the world
• technology helps in production of stylish, colourful cans
and bottles which attracts the children and youth and
thus becomes a marketing tool for Coca-cola

26. • On Aug 5, 2003 CSE issued a news that states soft drink
brand contain a deadly cocktail of pesticides
• Pesticide residue was 24 times above limit set by BIS
• In Calcutta , the level of pesticide exceed the bureau’s
standard by 140 times

29. 1. Price strategy
 Trade Promotion
• incentives given to the middle men
• Agreements with shop keepers and stores
 Different price in different seasons
• Product prices are changed according to the
season
• Reduce the price in winters

30. 2. Promotion strategies
• CSR activities
Eg support my school
• Endorsing through top celebrities
• Associating with Mcdonalds
• Associating with cricket, cinema and music
• Adopted dual strategy of jingles and
celebrity endorsement

36. Operations
Coca cola follows two types of distribution strategy :-
1. Direct selling
2. Indirect selling

41. Switching
Cost
Product
Quality
Product Price
Product
Performance
Substitute
Availability

42. Switching cost
Availability of
Substitutes
Buyer
Concentration
Price Sensitivity
Undifferentiated
Products

43. • If the firms in the industry are profitable
then, the industry becomes a magnet to
new entrants.
• Loyalty of end users
• Access distribution channels
• Skilled labour
• Capital requirement

44. • Supplier industry dominated by few firms
• Suppliers’ product has few substitutes
• Suppliers’ product is important to the
buyer
• Buyer is not important to the supplier
• Suppliers’ product has high level of
switching cost

45. • Pepsi
Rivalry
• Tea, Coffee, Juices
• Flavored milk, Energy drinks
Substitutes
• LowBargaining power of
supplier
• Wild Water with vitamins
New Entrants
• HighBargaining power of
buyers

46. •Pepsi
•Future ColaRivalry
• Fruit juices, Vegetable juices
• Tea-related beverages (bottled Wulong Tea), Bottled water
(Kangshifu, Binglu).
Substitutes
•LowBargaining power of
supplier
•President Enterprises (China) Investment Co Ltd(Sea Salt &
Calamansi),
•Guangdong Robust Corp.(Mizone Rose & Grape)
New Entrants
•HighBargaining power of
buyers

47. Recommendations & Conclusions
• Focus on Driving Revenue & Profit Growth.
1. Use segmented revenue growth strategies.
2. Align employee incentives.
3. Increase volume, keep beverages affordable.
4. Increase in price/mix to increase revenue.
• Invest more in Brands and Business.
1. Increase both the quantity and quality of advertising.
2. Improve position in the energy drink category.
3. Global marketing campaign.

48. Cont.
• Become More Efficient.
1. Cut spending on non-media marketing.
2. Innovations in the retail and supply chain.
3. Productivity and continuous savings.
4. Empower employees.
• Refocus on Core Business Model
1. Maintain leadership status as the world’s most sophisticated system
of independent bottling partners.