Brief history Its products marketing stratagies and financial statements

3.  Coca-Cola® originated as a soda fountain beverage in 1886
selling for five cents a glass. Early growth was impressive, but it
was only when a strong bottling system developed that Coca-Cola
became the world-famous brand it is today.
 1894 – A modest start for a Bold Idea
 1899 The first bottling agreemen
 1900-1909 … Rapid growth
 1920s and 30s … International expansion
 1940s … Post-war growth
 1950s … Packaging innovations
 1970s and 80s … Consolidation to serve customers
 1990s … New and growing markets

4.  Ranking: We own 4 of the world's top 5 nonalcoholic
sparkling beverage brands
 Associates: 90,500 worldwide
 Operational Reach: 200 countries
 Consumer Servings (per day): 1.5 billion
 Beverage Variety: more than 2,800 products

6. CEO
President
Bottling
Invest/
Supply
Chain
CFO President
Strategy
President General
Counsel
Director
Human
Resources
Director
Public
Affairs/
Commun -
cation
President
of African
Group
President
European
Union
Market
President
of Eurasia
Group
President
Latin
America
Group
President
of Pacific
Group

7.  Cock mission declares our purpose as a
company. It serves as the standard against
which we weigh our actions and decisions.
 To refresh the world in body, mind and spirit.
 To inspire moments of optimism through our
brands and our actions.
 To create value and make a difference
everywhere we engage

8.  Our vision guides every aspect of our business by
describing what we need to accomplish in order to
continue achieving sustainable growth.

9.  1- I believe in order to ensure the success of the
product must test the market and this is through
publicity of the product in all countries of the world .
2- Interest in product name .
3- Attention to the packaging .

10. • 1963 “Things Go Better With Coke.”
• 1970 “It‟s the Real Thing”
• 1975 “Look Up America”
• 1979 “Have a Coke and a Smile”
• 1982 “Coke Is It!”
• 1987 “You Can‟t Beat the Real Thing”
• 1993 “Always Coca-Cola”
 2013 open happiness

12. Financial statements
Swot Analysis
Income Statement
Balance Sheet
Liquidity
RatiosProfitability
Ratios
Strength Ratios

14.  Being a word favourite brand they
understand customers & what thay
want and continusly innovate them
with new product and packaging and
coke strive to deliver the best, most
efficient service to their customer
 Coca-Cola has customized its
Facebook page to enable and
empower users to post videos and win
contest

15.  The product/service section is one
of the most important parts of your
business plan.
 It's your chance to clearly explain
you products/services, identify their
features and benefits,
 and discuss what needs or problems
they address in the market.

16.  values the health & well-being of our
employees
 provides a variety of market-
competitive benefits programs to
address employees' benefits needs.
Our total benefits package is highly
regarded
 designed to meet employees' basic
and life-changing benefits needs,and
promote healthy lifestyles.

17. Important to consider:
 Demographics: the global market
 Elasticity: the relative effect of changes in
price to demand
 Market trend: the decline of sales in
carbonated drinks(2009)
The rise of functional soft drinks juices &
vitamin water(2003)

18. Direct and indirect competitors:
 Direct : cola producers
Supermarket own brands
Coca-Cola
 Indirect: producers of all beverage
types
Tea/coffee
Water
Juices etc.

19.  Coca-Cola takes every customers
target and potential who is thirsty
 All age groups are being targeted but
the most potential is the age group
from 18-25 that covers around 40% of
total age

20.  Associates: 90,500 worldwide
 Operational Reach: 200 countries
 Consumer Servings (per day): 1.5
billion

22. 1. Marketing strategy
2. Pricing strategy
3. Adverting strategy
4. Distribution strategy
5. Sale strategy

23.  Coke‟s core business which has been carbonated
beverages
 Targeting a large audience of soft drink consumers.
 Coca-Cola„s diet soft drinks are targeted at consumers.
 Winnie the Pooh sipper cap Juice Drink target children

24.  The Coca-Cola Company uses marketing strategies to
differentiate its product from its competitors to gain a
competitive advantage.
 To become the market leader in the functional drinks
segment with increased market shares.

25.  The Coca-Cola Company's products are sold in retail
stores, convenient stores, petrol stations etc.
 The pricing strategies are set by those the company
sells.
 Retail outlet uses pricing methods and pricing
strategies when selling Coca-Cola products.
 Meet-the-competition pricing The Coca-Cola products
pricing are set around the same level as its competitors.

26.  Advertising The Coca-Cola Company uses advertising
as its main source of increasing consumer awareness.
 The company also uses the radio as another source of
advertisement.
 If you drink it, you get better of life'

27. Bubble Buzz will be distributed through these channels:
 supermarkets,
 convenience stores,
 independent food stores,
 discount stores,
 multiple grocers,
 vending machines,
 direct sales,

28.  To stimulate the demand by popularizing products.
 To face competition effectively.
 To keep the memory of products in mind of customer.
 To supplement the personal selling & adverting.
 To establish the large market segment.

29.  Idea Development
 Product Screening
 Final Design
 Design and Testing

30. Companies get employees to come up with creative
and innovative ideas.
By shifting from risk-adverse culture to a risk-taking
culture.
Coke‟s Head of Marketing, Strategy, and Innovation,
Mary Minnick idea development strategy.

31. Product Screening
 fit with existing facilities and labor skills,
 size of potential market,
 expected market share,
 share of potential market
 expected profit,
 break-even point

32. Design and Testing
Suppliers involved,
Transformation process is designed,
Prototype built
Prototype taste
Final Design
 Prototype design is modified based on test results
 Final design approved
 Production begins

33.  STRENGTHS
 - Brand equity/image &
recognition
 - Product distribution and
worldwide network
 - Solid financial
performance
 - One of the world's most
recognized brand.
 - Product diversification
(water, juices, soft drinks,
sport drinks, etc)
 - Co-operate identity.
 - Innovation
 WEAKNESSES
 - Credit rating
 - Customer concentration,
particularly in the US
(Wal-Mart
accounts for more than
10% of Coca Cola's
business in the US)
 - A lot of loyal Pepsi
customers are not enough
loyal Coca Cola
customers
 - Does not enjoy the
number one position in
India, Pakistan.

34. OPPORTUNITIES
- Possible growing
demand.
- Expansion – Reaching all
segments.
- Globalization
- Catering to Health
Consciousness of People
- Bottled water growth
- Acquisitions of smaller
players.
 THREATS
 - Health Drinks – Fruit
Juice Companies
 - Key competitors
(Pepsi, etc)
 - Commodity prices
growth
 - Image perception in
certain parts of the
world.

35.  The Coca-Cola Company has a multi-step Income
Statement because it includes the Gross Profit amount
that is stated after net revenues and Cost of Goods
Sold.
FiscalYear(amountsstated
in millions of dollars)
2007 2008 Difference
Operating Income $7,252 $8446 $1,194
Gross Profit $18,451 $20,570 $2,119
Net Income $5,981 $5,807 (-$174)

37. The data shows overall growth with one large
exception, the net income increased in 2011.
Current liabilities also increased .there is also rise in
short term investments. inventory level also
increased. the Balance Sheet and Statement of cash
flow shows that the coke has enjoying profit

39. All accounts, total liabilities and total
stockholders‟ equity led to a decrease of
total assets in 2011.
•Total Liabilities was the account that had
the most change.

40. Average Days Sales Uncollected:
 2007: 37.3 days
 2008: 36.5 days
Inventory Turnover:
 2007: 5.4 times
 2008: 5.2 times
Average Days Inventory on hand:
 2007: 67.7 days
 2008: 70.7 days

41. Working Capital (in
millions):
 2007: -$1,120
 2008: -$812
Current Ratio:
 2007: 0.9153
 2008: 0.9375
Receivable Turnover:
 2007: 9.8 times
 2008: 10.0 times
Average Days Sales
Uncollected:
 2007: 37.3 days
 2008: 36.5 days
Inventory Turnover:
 2007: 5.4 times
 2008: 5.2 times
Average Days Inventory
on hand:
 2007: 67.7 days
 2008: 70.7 days

42. Gross Profit Margin:
 2007: 63.9%
 2008: 64.4%
Asset Turnover:
 2007: 0.79
 2008: 0.76
Return on Assets
 •2007: 16.3%
 •2008: 13.6%
Return on Equity:
 •2007: 34.46%
 •2008: 34.83%From
2007

43. price Earnings Ratio:
 2007: 14.37 times the earnings reported.
 2008: 22.73 times the earnings reported.
Dividend Yield:
 2007: 2.2%
 2008: 3.3%
An increase in the dividend yield shows that coca-
cola shares gained more value per share as compared
to 2007.

44. Questions?
??????
????????