4. Reasons for choosing this company
Famous in youngsters
Kings of cold drinks.
The study whether Coca-Cola is a lifestyle product.
One of the most liked cola flavor.
Does health counts while marking purchase decision for soft drink?
To know brand recall of coke.
5. OBJECTIVES
To know the core values, vision and mission
To understand the internal and external environment in which Coca Cola
operates.
To understand the future prospects of different products
To identify and characterize the different growth strategies used by Coca
Cola
To know about the Coca-Cola Company’s strategies management
process
6. COMPANY OVERVIEW
Type Soft Drink (Cola)
Manufacturer The Coca- Cola Company
Founder (s) John S. Pemberton
Country of Origin United States
Introduced 1886
Area Served Over 200 countries
Flavors Cola, Cola Green Tea, Cola
Lemon, Cola Lemon Lime, Cola
Lime, Cola Orange and Cola
Raspberry.
Employees 92,400
Servings per Day 1.6 Billion
7. • Coca-Cola was first sold to the public in
Atlanta at Jacob’s Pharmacy
• Only 9 servings of the soft drink were sold
each day
• Sales for the first year were only $50
• Today it has 3000 brands-200 nations
8. 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.
VISION
9. MISSION
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.
10. 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
12. INDUSTRY ANALYSIS
The food and beverage industry encompasses harvesting, processing, milling,
packaging, transport and distribution of products to consumers.
In 1999, the value of food and beverage industry shipments reached an
estimated $487 billion.
The needs that customer might be seeking to satisfy are:
Physiological: the need of special food items
Economic: the need for good value for the price paid
Social: a friendly atmosphere, to express feelings
frankly
Psychological: the need for enhancement of
self‐esteem
Convenience: the desire for someone else to do the
work.
14. REVENUE
COMPANY ANALYSIS
Years 2011 2010 2009 2008 2007
Revenue 46.54B 35.12B 30.99B 31.94B 28.86B
Gross profit 28.33B 22.43B 19.90B 20.57B 18.54B
Gross profit 8.499B 8.231B 8.446B 8.446B 7.252B
Net income 8.572B 11.81B 6.824B 5.807B 5.981B
15. 60 %
35 %
5 %
coca cola pepsi.co others
Market Share of Carbonated Drinks
16. STRATEGIES
Differentiated Marketing
Customer satisfaction
Endorsement of celebrities
Reasonably priced
Consumer connecting advertisements
Availability in every local market
17. Future plans
Increasing the per capita consumption of its
Beverages
Expanding its distribution networks
Leading the beverage revolution in India
19. - Strong brand image
- Financially stable
-Strong distribution channel
-Heavy promotional
activities
-70 % revenue -outside USA
STRENGTHS
WEAKNESS
-Health care issues.
-Product offering restricted to
beverages
-Inability to launch new
product.
20. THREATS
- Changing consumers
preference
-legal issues
-competition (Pepsi)
-Large number of substitutes
- Increased prices of raw
materials
OPPORTUNITIES
- Large domestic market
-Export potential
-Alliances and Merges
21. Personality
The totality of thoughts, emotion, intentions, and behaviors that a
person exhibits consistently as he or she adapts to his or her
environment.
22. Personality traits of coca cola
All the personality traits of the Coca‐Cola brand studied in this
research impact directly on at least one of the three relational
consequences under study: trust, attachment, and commitment to the
brand. In addition they have an indirect influence (except for the
Charming and Ascendant personality traits) on commitment via trust
and attachment to the brand.
23. What create a brand personality?
Packaging, advertising, marketing activates.
Consumers experience with brand.
The creation and communication of a distinctive brand personality is
one way marketers can make a product stand out from the
competition.
Slogans/tag lines.
24. Life style
Life style means the ways consumers live and spend their time and
money. its useful in identifying viable market segments. The life
style of the consumers is measured by three words:
Activities
Interest
opinions
25. Leadership Style
For effective leadership, there can be no substitute for strategic
thinking and tireless, relentless execution. There can be no
alternative for attracting and retaining the absolute best people to
lead and creating a dynamic environment for them. And there can be
no job more important than communicating effectively with your
customers and all your key stakeholders. Coca-Cola achieves this by
formulating a clear and compelling vision, getting their system
aligned behind it, executing and constantly communicating
intentions.
26. The Coca-Cola Company, execution involves focusing on three core
capabilities of:
Consumer marketing - which generates that bond and emotional
connection with consumers.
Commercial leadership - which involves all the strategic actions
taken with over 20 million retail customers who sell Coca-Cola
brands around the world each day.
franchise leadership - which is working with its 300 bottling
partners around the world to create greater system alignment
