Coca cola e commerce

What I m going to Present
 Introduction
 History
 Marketing Mix
 Part of Coca cola in E commerce
 Competitors
 Criticism , rumours and Suggestions

Introduction
 Coca-Cola, the product that has given the world its best-
known taste was born in Atlanta, Georgia, on May 8, 1886.
Coca-Cola
 Company is the world’s leading manufacturer, marketer
and distributor of non-alcoholic beverage concentrates and
syrups, used to produce nearly 400 beverage brands.
 It is now the most recognized trademark in the world, with
94% recognition. It has 490000 employees globally
 Coca Cola have now acquired the attention of more then
200 Nations
 This Coca-Cola system owns, leases or operates more
than 800 plants around the world. Coca-Cola's bottling
partners range from international and publicly traded
businesses to small, family-owned operations
 majority of Coca-Cola products are manufactured and
distributed by the Coca-Cola Bottling Company (CCBC)

Revenue by geographic region
Region Revenue
2004
Revenue 2003 Change %
North America $ 6.64 Billion $ 6.34 Billion 4.7 %
Africa $ 1.06 Billion $ 827 Million 29%
Asia $ 4.67 Billion $ 5.06 Billion - 7 %
Europe $ 7.19 Billion $ 6.55 Billion 9.7 %
Latin America $ 2.12 Billion $ 2.04 Billion 3.7 %
Corporate $ 243 Million $ 223 Million 8.9 %

History
 Atlanta the beginning 1886-1892
John Pemberton, an Atlanta pharmacist he stirred up a
fragrant, caramel-coloured liquid and drink was something
special. So Jacobs' Pharmacy put it on sale for five cents a
glass. water and sampled by customers who all agreed
this new drink was something special. So Jacobs'
Pharmacy put it on sale for five cents a glass.
 Beyond Atlanta 1893-1904
Asa G. Candler after the death of John pemberton took
the charge of company. By 1895, Candler had built syrup
plants in Chicago, Dallas and Los Angeles. Joseph
Biedenharn became the first to put Coca-Cola in bottles.
The woodruff legacy 1919-1940
In 1923, four years after his father Ernest purchased the
Company from Asa Candler, Woodruff became the
Company president. Woodruff in 1928 introduced Coca-
Cola to the Olympic Games for the first time

History
 A world of customers 1960-1981
After 70 years of success with one brand, Coca-Cola®, the
Company decided to expand with new flavors: Fanta®,
originally developed in the 1940s and introduced in the
1950s; Sprite® followed in 1961, with TAB® in 1963 and
Fresca® in 1966. In 1960, The Coca-Cola Company
acquired The Minute Maid Company, adding an entirely
new line of business juices to the Company.
In 1978, The Coca-Cola Company was selected as the
only Company allowed to sell packaged cold drinks in the
People's Republic of China.
 Coca Cola now
From the early beginnings when just nine drinks a day
were served, Coca-Cola has grown to the world’s most
ubiquitous brand, with more than 1.7 billion beverage
servings sold each day.

Coca Cola Mission
Our Mission
1. 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 decisions.
2. To refresh the world...
3. To inspire moments of optimism and
happiness...
4. To create value and make a difference.

Marketing Mix of Coca Cola
 PRODUCTION
The Coca-Cola Company produces the concentrates and syrups
used in its drinks at 30 principal companies owned and operated
manufacturing plants worldwide. The production process is very
secretive thus limiting the availability of production locations.
 Product line
Coca cola have 70 main products with 400 baewarages brands in
which the most important are Coca cola, Fanta,Sprite,Kinley etc
 Pricing
Coke was a company ruling the markets before Pepsi entered.
Earlier the price of coke was cost based i.e. it was decided on the
cost which was spent on making the product plus the profit and other
expenses.
But after the emergence of other companies especially the likes of
Pepsi, Coca-cola started with a pricing strategy based on the basis of
competition. Nowadays more expenses are spent on advertising my
soft-drink companies rather than on manufacturing

Manufacturing and target
market
 Manufacturing
Coca-Cola Enterprises CCE is one of the world’s largest
marketers, producers and distributors of Coca-Cola products.
CCE buys concentrate from The Coca-Cola Company and
combines it with other ingredients to create some of the most
popular beverages in Belgium, Great
Britain, France, Luxembourg, the Netherlands, Norway and
Sweden.
 Coca cola target market
Coca Cola's target market is young adults to middle-aged
people. Although, even kids cannot resist soda intake, it is not
advisable for kids to consume soda because of its unhealthy
effect to the body. Coca Cola has been successfully dominating
its target market for years.
The company's beverages are generally for all consumers.
However, there are some brands, which target specific
consumers. For example, Coca-Cola's diet soft drinks

Board of Directors
 James Robinson III – Director since 1975
 Donald McHenry – Director since 1981
 Herbert Allen – Director since 1982
 Warren Buffet – Director since 1989
 Ronald Allen – Director since 1991
 Cathleen Black – Director since 1993
 Sam Nunn – Director since 1997
 Barry Diller – Director since 2002
 Pedro Reinhard – Director since 2003
 Donald Keogh – Director since 2004

Joint ventures
 Joint Ventures
Beverage Partners Worldwide (BPW) – Coca-
Cola and Nestlé formed Coca-Cola and Nestlé
Refreshments in 1991 in order to expand both
companies’ position in the ready-to-drink tea
category. In 2001, the joint venture was renamed
Beverage Partners Worldwide. The collaboration
currently operates in the United States and 59
other countries and has expanded into the ready-
to-drink coffee business. Some brands within
BPW include Nestea and Nescafe ready-to-drink
products and the Tian Yu Di tea and Yang Guang
tea businesses from Coke.

Coca cola management
Hierarchy

Coca Cola Part in E commerce
What kinds of e-Commerce does the Coca-Cola
Company use?
Coca cola Uses both Business to business and
Business to consumer E commerce

 Coca Cola Co uses business to consumers or B2C.
They created cocacolastore.com, an online shop
designed to expand Coca-Cola's distribution of
branded merchandise. The site features Coca-Cola
brand products from clothing to cookware to
collectibles. Innotrac Inc. is the e-commerce partner in
the venture. The agreement calls for Innotrac to
design and develop the site as well as manage all
aspects of order processing, fulfillment, and customer
care.

Business to Consumer
 Coca-Cola uses two types of search engines in
order to follow its B2C model; Crawler based
search engine and human powered directories.
 Google is considered a crawler based search
engine and automatically creates a list
 Yahoo is considered a human powered directory
where you can type in a word in the search query
 Like other strong brands Coca cola have his own
web site http://www.thecoca-colacompany.com/.

 Internet has made it possible for Coca-Cola Company
to build a strong relation with bottling partners all over
the world internet makes it easier for them to interact
with each other. The Coca-Cola Company’s business
is focused on creating and marketing our brands and
trademarks, while Coca-Cola bottling companies
produce and package the finished beverage.
 with more than 300 bottling partners globally and
operate the most extensive beverage distribution
system in the world
 Coca cola operates more than 800 plants around the
world

Business to business
 Coca-Cola has launched Coke2Home.com, an online store for home
delivery of the group’s various beverage products
 The service is currently available in Ahmadabad municipality only.
Customers need to book their orders before 12 noon to get products
home-delivered the same day. You can also place bulk order or monthly
supplies of products.
 Minimum order for delivery is Rs 300, as of now
 The website is run by Hindustan Coca-Cola Beverages Pvt Ltd, the
largest bottling partner of The Coca-Cola Company in India
E commerce in Pakistan
There are 6 plants of Coca cola are in Pakistan The mega plants are in
Lahore and Rahimyar khan bottle from all over the country are send to
Rahimyar khan to be filled with the beverages and later on are send to
distributers or Intermediaries
Part of E commerce
 PCD plan which is Order booking
 ISIS (Indirect sales information system) software to distributions from
company for sales and marketing information

 Promotion
In 2004, Coke spent $2.2 billion on the production
of print, radio, television and other advertisements.
This total is up from the approximately $1.8 billion
spent in 2003 and the approximately $1.7 billion
spent in 2002 on advertising. 118 In 2003 Coke
spent a total of $472 million on advertising in the
US and was ranked 69 th in Advertising Age’s top
100 Leading National Advertisers. 119 The
company was ranked 57 Th and spent $569 million
in 2002. The payoff for such large investments in
advertising and branding has helped Coke maintain
its position at the head of a list of world’s Top 100
brands. In the fourth annual survey compiled by
Business Week magazine, Coke’s brand value was
cited as over $67 billion US – ranking ahead of
Microsoft and IBM.

Promotion
 How Coca-Cola uses Face book & Twitter
 Face book

Promotion
Face book
 Coca Coca-Cola has attracted 63 million fans to its main
Facebook page,
 And one of the privileges that come with its international celebrity
is the ability to leave its Face book page unattended for long
periods of time.
 While other consumer brands such as ASOS and Red Bull push
out several updates per day in order to keep their fans
interested, Coca-Cola often goes more than a week without
posting anything
 Furthermore, as Coca-Cola doesn’t have its own stores its social
strategy isn’t focused on driving people to its shops or to an
ecommerce platform.
 Instead it’s all about maintaining the brand image and raising
awareness of its ad campaigns.
 , in the past 12 months the company has used its Face book
pages to publicise its Olympics and Euro 2012 ad campaigns.
 Compared to a number of other brands I’ve looked at the level of
engagement on Coca-Cola’s page is actually quite low.

Promotion
Twitter
 As is common with most global brands, Coca-Cola has separate
Twitter feeds for each of the local markets in which it operates.
 It also has dedicated pages for various products and sub-
brands, including Diet Coke, Coke Zero, its racing teams, and the
company’s long-deceased founder Doc Pemberton.
 The main Twitter feed has just over 700,000 followers and has
tweeted more than 75,000 times, which makes it among the most
active brands I’ve looked at.
 It responds to a huge number of mentions each day, including
complaints, follow requests, compliments and general chitchat. And
the social team even has a Spanish speaker among the ranks.
 there are probably still hundreds of @mentions going unanswered
which Coca-Cola could probably address by adding more staff to
the social or customer service teams.
 It has a clearly defined audience and could easily use Twitter to
communicate with its customers and increase brand
loyalty, however it prefers instead to use it primarily as a broadcast
tool.

Promotion
Advertisement
 Coke's advertising is pervasive, as one of Woodruff's
stated goals was to ensure that everyone on Earth
drank Coca-Cola as their preferred beverage
 1941 saw the first use of the nickname "Coke" as an
official trademark for the product, with a series of
advertisements informing consumers that "Coke
means Coca-Cola". In 1971 a song from a Coca-Cola
commercial called "I'd Like to Teach the World to
Sing", produced by Billy Davis, became a hit single
 Coca cola has always been effective in his
Advertisement
 The Coca-Cola Company purchased Columbia
Pictures in 1982, and began inserting Coke-product
images into many of its films

Advertisement
Sports sponsorship
 Coca-Cola was the first commercial sponsor of
the Olympic games, at the 1928 games in
Amsterdam, and has been an Olympics sponsor
ever since
 Since 1978, Coca-Cola has sponsored the FIFA
World Cup
 Coca-Cola is the official soft drink of many
collegiate football teams throughout the nation
 Coca-Cola has a long history of sports marketing
relationships, which over the years have included
Major League Baseball, the National Football
League, the National Basketball Association, and
the National Hockey League

Advertisement
In mass media
 Coca-Cola has been prominently featured in
countless films and television programs. Since its
creation, it remains as one of the most important
elements of the popular culture. It was a major
plot element in films such as
One, Two, Three, The Coca-Cola Kid, and The
Gods Must Be Crazy among many others. It
provides a setting for comical corporate
shenanigans in the novel Syrup by Maxx Barry.
And in music, in The Beatles' song, "Come
Together", the lyrics said, "He shoot Coca-
Cola, he say...". The Beach Boys also referenced
Coca-Cola in their 1964 song "All Summer Long"
(i.e. 'Member when you spilled Coke all over your

Advertisement
COCA COLA Brand Ambassadors
 Tayler swift as Brand ambassador of Coke Diet
 Kareena Kapoor,s as Limca
 Sachin Tendulkar acting as Coke's brand
ambassador.

E procurement strategies of Coca
cola
 The product must be in the catalogue
 Users must be able to find what they need
 The data must be right
 Users must want to use the system

Coca cola’s Information
System
 Different types of information systems are needed for
different companies. Each company has individual needs
and requirements and finding the right information system
mean the difference between success and failure.
 They started out with an old system called the legacy
system. This turned out to be very inefficient, it was not
user friendly and a lot of costs were incurred
 They also did their financial plans manually on
spreadsheets and were submitted as hard copies. This
made it very difficult to update information and was a very
big issue as they began to expand globally.
 As they were growing an integrated business management
system was needed to handle the different aspects of their
worldwide corporation. They decided to incorporate
Strategic Enterprise Management (SEM).

System
Advantages of SEM
 This provided them with business planning for
finances,
 data warehousing for information collection and
data analysis
 generate financial reports and monthly sales
forecasts
 It helps them in decision making
Disadvantages
 data
redundancy and lack of necessary information

System
Microsoft's Enterprise Project Management (EMP)
 Due to data redundancy Coca cola needs a new IS so to tackle
the problem and EMP is supposed to help them
Advantages of EMP
 The
data from different departments will be gathered into one databa
se.
 It can also integrate SAP Microsoft products to reduce our maint
enance costs.
 With spreading EMP all over our company, all managers will hav
e their own account numbers
 managers of production department managers can easily
monitors prodyction processes
 sales managers can acquire sales costs and inventory at the
same time.
 Managers of the financial department can calculate and analyze
all the finances in EMPsolution

Competitors
 The greatest competition that Coca-cola faces is
from the rival sellers within the industry. Pepsi
Co, and Cadbury Schweppes , Nestle are
among the largest competitors in this
industry, and they are all globally established
which creates a great amount of competition. In
which Pepsi is the biggest competitor of all

Competitors
Advantages of E commerce of Coca cola
 Buying/selling 24/7.
 More reach to customers, there is no theoretical geographic
limitations.
 Low operational costs and better quality of services.
 No need of physical company set-ups.
 Easy to start and manage a business.
 Social Networking
Coca-Cola maintains a visible appearance on Face book and
other social networking sites such as Twitter. With over 34
million fans as of 2011
 Online Advertising
Coca-Cola uses subtle yet effective online advertising to make
you feel like you want its products. Targeted advertisements
on websites mean that Coca-Cola has greater control over
who sees their ads and when they see them.

Advantages of Coca cola over
Pepsi
1. Coke and Pepsi are very active in social media,
and I think their hard work is helping to build up
a bank of trust with their audiences. But coca
cola is producing much better then Pepsi on
Social media then Pepsi. Coca-Cola also has
been working in many different ways to use
social media to create trusting customer
relationships. For example, Coke has the
second most popular page on Face book (after
President Obama's) with more than 5 million
fans.
Pepsi number of Fans on Face
book
Coca cola number of fans Face
book
11154757 101534

Advantages of Coca cola over
Pepsi
2. Pepsi Co Return-on-investment is difficult to
calculate.
3. Pepsi Co have had trouble recruiting and
retaining employees with the technological,
design, and business process skills needed to
create an effective electronic commerce
presence.
4. Difficulty of integrating existing databases and
transaction-processing software designed for
traditional commerce into the software that
enables electronic commerce.
5. Pepsi Co faces cultural and legal obstacles to
conducting electronic commerce.

Disadvantages of Coca cola over
Pepsi
1. Promotion
 Both coca cola and Pepsi have great strategies of
promotions but Pepsi always have a upper hand
over coca cola eg
 Pepsi advertisements often focused on
celebrities, choosing Pepsi over Coke
 The blind taste challenge
2. Pepsi home page is more attractive then Coca
cola
3. Pepsi electronic commerce can also make
products and services available in remote areas.

Criticism
 Coca-Cola has been criticized for alleged adverse
health effects, its aggressive marketing to
children, exploitative labour practices, high levels of
pesticides in its products, building plants in Nazi
Germany which employed slave
labour, environmental destruction, monopolistic
business practices, and hiring paramilitary units to
murder trade union leaders. In October 2009, in an
effort to improve their image, Coca-Cola partnered
with the American Academy of Family
Physicians, providing a $500,000 grant to help
promote healthy-lifestyle education; the partnership
spawned sharp criticism of both Coca-Cola and the
AAFP by physicians and nutritionists.
 Bolivia has been reported to consider banning Coca-
Cola prior to January 2013

Rumours
Coca-Cola contains material making it unsuitable
for vegetarians and Muslims.
Some products of the Coca-Cola Company
contain alcohol.

Suggestions
 Focusing on its advertising and differentiation can
increase its profits.
 Changing consumer lifestyle; by becoming health
conscious and preferring substitute products.
Coke can relatively diversify and offering health
conscious products.
 Coke must Use social media effectively not only
for awareness but for marketing also
 Coke must introduce Online sides for booking not
only in India but in other countries too
 In Pakistan coca cola E commerce is not very
impressive it should enhance its e commerce

Conclusion
 Coca cola is one of the most productive and
famous brand of a world with strong marketing
base but E commerce is good but not as effective
as expected from such a world leader

Coca cola e commerce

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