This ppt contains Marketing Environment of The Coca Cola Company.

1. MANAGEMENT
MARKETING
ENVIRONMENT
MADE BY:
TANNU SHREE

3. ABSTRACT
 The Coca-Cola Company is a global
business enterprise and one of two main
soft drink sellers. Study of this project helps
the reader to know that how Coca Cola has
achieved its current market position by
keeping in sync with its Marketing
Environment.

4. WHAT ENVIRONMENT?
 The trading forces which operate in a Market place over
which a business has no control is a Marketing
Environment and hence achieve its end objective of
“CUSTOMER SATISFACTION”.
 There are two types of marketing environments that may
affect any company’s operation, Microenvironment
and the Macro environment. The Coca-
Cola Company also has its Marketing Environments which
affect on its business.

5. MISSION,VISION AND VALUES
OF COCA-COLA
 The world is changing all around us. To continue to
thrive as a business over the next ten years and
beyond, we must look ahead, understand the
trends and forces that will shape our business in
the future and move swiftly to prepare for what's to
come.

6. OUR MISSION..
 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 action.
 To refresh the world...
 To inspire moments of optimism and happiness...
 To create value and make a difference.

7. OUR VISION…
 Our vision serves as the framework for our Roadmap and guides every
aspect of our business by describing what we need to accomplish in order to
continue achieving, sustainable, quality growth.
 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 sustainable communities.
 Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.
 Productivity: Be a highly effective, lean and fast-moving organization.

8. VALUES…
 Leadership : The courage to shape a better future.
 Collaboration : Leverage collective genius
Integrity: Be real.
Accountability: If it is to be, it's up to me
 Passion: Committed in heart and mind.
 Diversity: As inclusive as our brands
 Quality: What we do, we do well.

9. External Marketing
Environment
Micro - Environment

10. MICRO ENVIRONMENT
AFFECTING COCA COLA
 Micro Environments are the internal environments of any
company like company itself,
marketing intermediaries, suppliers, customers, competitors
& Public following are the major micro enviro -nmental factors
which are affecting Coca-Cola.

11. MICRO ENVIRONMENT
1 . MARKETING DEPARTMENT
 The Coca Cola marketing department develops
core strategies for company brands to ensure that
all communication is consistent in every market.
With this cohesive effort , the Coca-Cola system
maximizes its resources for market leadership and
profitable growth. The marketing departments are
responsible for marketing the products and
advertising the products and promoting the
products. If all these departments perform their duty
firmly then the objectives of The Coca-Cola
Company will meet.

12. COCA COLA TAKES STAKE IN
MONSTER…
(LATEST ACE THROWN BY COCA COLA)
 According to latest trending news , Coca Cola has
agreed to swap some brands and buy a 17% stake
in Monster Beverage Corp. for about $2.15 billion,
increasing its bet on the rapid growth of the energy-drink
market. Under the agreement, the two
companies will share marketing, production and
distribution.
"It gives them exposure to one of the
fastest-growing segments of carbonated
soft drinks globally," said Mr. Dibadj.
"The category's growth is clearly slowing
in the U.S., but the potential is very
strong globally.“
(Source : Forbes)

13. MICRO ENVIRONMENT
2 . MARKETING INTERMEDIARIES
 Marketing intermediaries help the company to
promote, sell and distribute its goods to
the end users. Intermediaries include resellers, distr
ibution firms and marketing agencies.
 For example : Recently Coke signed ten years
deal with US based company Wendy that it will
provide coke to
all the fast food chains located in US. Wendy in this
case is a big example of intermediary for coke.

14. MICRO ENVIRONMENT
3 . SUPPLIERS
 Suppliers always play an important role in any
company’s operation. Suppliers provide resources
and raw material that company requires to produce
the goods and services.
 For example :
Bottling Partners are a Company-owned entity
namely, Hindustan Coca Cola Beverages Ltd.

15. MICRO ENVIRONMENT
4 . CUSTOMER
 Recent survey shows that coke is the only product in the
world with which more than85% of the population is well
aware of. All the companies have to keep updated study
of their customers and in case of coke the company has
always maintained excellent customer retention.
 For example, Coke knows through market survey that
one million of US population drinks coke with breakfast
every day. This is how coke has been favorite drink of
customers for centuries.
 Coke customers vary massively in terms of age. From ki
ds to youngsters, from youngsters to elders and from
elders to older, coke has always captured high
customer attention from decades.

16. MICRO ENVIRONMENT
5. STAKEHOLDERS PANEL
 Coca Cola’s annual Stakeholder Panel is
particularly insightful, with members of the Panel
drawn from NGOs, academia, investors, trade
associations, suppliers and other technical experts.
The Panel’s scope is to identify emerging risks and
opportunities, and to encourage us to demonstrate
ever-greater leadership and innovation.

17. External Marketing
Environment
Macro-Environment

18. MACRO ENVIRONMENT
1 . DEMOGRAPHICS
Coca cola knows its people very well. It offers different flavors & packagi
ng according to its customer’s taste. It offers following sizes & every size
is targeting different slots of customers.
 SSRB(Standard Size Returnable Bottle) is generally targeted to
young children & people going to schools &universities. It is also targeted to the people of lower
class.
 LRB & PET 1.5(Large Size Returnable Bottle &Plastic
Bottle)liters is usually consumed by households &I s one of its economy packs.
 Disposable bottles are for the “on the go” people. As they don’t have the time to
stand at a spot & drink the whole beverage.
 PET 500ml was introduced, on the basis of the analysis, which shows that people
nowadays are in a trend to drink two 250ml coke bottles together. As Coca Cola is a company
who knows its consumers very well, they introduced the500ml Pet bottle.
 Business executives always expect something different for them form an organization, so
Coke CANS were the answer to their expectation from coke.

19. MACRO ENVIRONMENT
2 . ECONOMIC FACTORS
 Economic factors do affect a company in negative
& positive manner. Coke is not an exception here, it
is affected if there is inflation in the country & as a
result coke increases its prices. Pepsi is
always waiting to take a competitive edge.
The increased price is a high negative effect on
coke.

20. MACRO ENVIRONMENT
3 . SOCIAL FACTORS
 Coke, a customer oriented company, always take
steps for the welfare of its consumers. The
recyclable products used in manufacturing coke
helps save people’s environment.Coke is also
helping the needy & knowledge seeking people with
fewer resources by providing them books,
scholarships & opportunities to work.

21. NEWS TRENDS
“SUPPORT MY SCHOOL”
(SUPPORTED BY COCA COLA AND NDTV)
The Campaign leveraged Coca-Cola India’s
reach in its entirety is focused on
communicating the values Coca-Cola India
stands for and leverages Coca-Cola’s
leadership to solve a pressing social issue of
degrading rural and semi-urban schools .

22. MACRO ENVIRONMENT
3 . TECHNOLOGICAL FACTORS
 Technology in any field is effecting the development
of that industry at a high rate. Beverage industry is
also affected by the technological factors but in a
positive manner. The new methods of filling the
bottles, the refrigeration methods, the disposable
bottles,the PET bottles all made so many changes
to the Coke which is one of the giants in the
beverage industry. Coke is adopting all the new
technologies available.

23. MACRO ENVIRONMENT
3 . POLITICAL FACTORS
Political factors usually effects company working on the international
level doing imports& exports. Coke usually performs its operations in
the local market.
 Coke is not usually affected by government regulations &
deregulations as no major changes occur in the food laws.
 Coke is a very environmental friendly product. From the caps till the
labels on the PET bottles, everything is recyclable.
 Depreciation of currency generally has no major effects on Coke they
really don’t do imports & exports on large scale. They try to be local
market oriented, theykeep at least one company owned plant in a
country

24. MACRO ENVIRONMENT
3 . NATURAL FACTORS
 Water is vital to both WWF and The Coca-Cola
Company. Beverages are The Coca-Cola Company's
business, and water is the main ingredient in every
product we make. Safewater also is vital to the
sustainability of the communities we serve. WWF's
mission is the conservation of nature and the protection
of natural resources for people and wildlife.
Protecting freshwater ecosystems is a top
priority in WWF's work. Now, through a partnership
announced on June 5, 2007, we are combining our
international strengths and resources to support water
conservation throughout the world.