this was among my best presentations during my MBA, Coca Cola Marketing strategies in the world and in India

1. STRATEGIC POSITIONING OF COCA COLA
IN
GLOBAL MARKET
PRESENTED BY:
OMID ADAB (169)
NIDHI SINGH (164)
MEENALI CHOURSIA (143)
PRATEEK MISHRA (182)
KAUSTAV (134)

2. CONTENTS:
• INTRODUCTION
• COCA COLA GLOBAL
• COCA COLA INDIA
• MISSION
• VISION
• MARKET SHARE
• BRANDS
• STP ANALYSIS
• STRATEGY AND TACTIC GRID
• PORTER GENERIC STRATEGY GRID
• SWOT ANALYSIS
• PACKAGING STRATEGY
• PRICING STRATEGY
• DISTRIBUTION STRATEGY
• ADVERTISING STRATEGY
• CONCLUSION

3. INTRODUCTION:
• Coca-Cola is the most popular and biggest-selling soft drink in history, as well as
the best-known product in the world
• Created in Atlanta, Georgia by Dr. John S. Pemberton on May 8, 1886
• The world's leading manufacturer, marketer & distributor of non-alcoholic
beverage concentrates and syrups.
CONCENTRATE
REGIONAL
BOTTLERS
CONC+WATER+
SWEETNER
COCA COLA

4. HISTORY
COCA COLA GLOBAL
• Originally patent medicine to replace morphine, invented 1886 by John Pemberton,
• Bought out by businessman Asa Griggs Candler in 1892, whose marketing tactics led
Coke to its dominance of the world soft-drink market throughout the 20th century.
• In 1899, Chattanooga site for the first Coca-Cola bottling company.
• First outdoor wall advertisement that promoted the Coca-Cola drink was painted in
1894 in Cartersville, Georgia
• Since then the brand “coke “became a viral for the 20th and the 21st century.

5. HISTORY
COCA COLA INDIA
• Coca-Cola was the leading soft drink brand in India until 1977 when it left
rather than reveal its formula to the government and reduce its equity
stake as required under the Foreign Exchange Regulation Act (FERA).
• After a 16-years absence, Coca-Cola returned to India in 1993.
• Coca-Cola India started business, including new production facilities,
wastewater treatment plants, distribution systems and marketing
equipment.
• Coca-Cola invested more than US$ 1 billion in India

6. Mission + Commitment = Focus
Focus + Action = Results
• Mission statement: “We exist to create value for our share owners on a long-term
basis by building a business that enhances The Coca-Cola Company’s
trademarks.”
• As the world’s largest beverage company, we refresh that world. We do this by
developing superior soft drinks, both carbonated and non-carbonated, and
profitable non-alcoholic beverage systems that create value for our Company, our
bottling partners and our customers.”

7. VISION
• Coca-Cola’s first objective is to maximize
share owner value over time.
• Maximize long-term cash flow
To ensure the strongest and most efficient
production, distribution, and marketing systems
possible
SHAREHOLER

8. MARKET SHARE

9. BRANDS
Coca Cola has got a variety of brands to cater the various geographic locations, from non
alcoholic beverages, fruit juices, energy drinks and mineral water. Some of which are as
follows:
• Aquapure
• Aquarius
• Bacardi Mixers *
• Bacardi Premium Mixers *
• Citra
• Coca-Cola
• Diet Barq's
• Diet Mello Yello/Mello Yello Zero
• Diet NESTEA *
• Dr Pepper
• Fruitopia
• FUZE
• Red Flash
• Simply Orange,etc.

10. EVOLUTION OF BRAND LOGO

11. STP
ANALYSIS

13. SEGMENTATION:
• Categorizing oneself in the market. i.e which category the product is
to be placed
• Coca-Cola does mass market technique, thus no segmentation.
• Still their selling depends on some factors:
1. Geographic Segmentation
2. Demographic Segmentation
3. Psychographic Segmentation

14. SEGMENTATION
GEOGRAPHIC SEGMENTATION.
INTERNATIONALLY: country wise and region wise.
CLIMATIC: In coke marketing, main idea is to serve it cold,
so we that they focus on hot areas of the world.
LOCALY: Major Cities and rural area. Different brands in
different places.
DEMOGRAPHIC SEGMENTATION
AGE: For Children (4-12yr) flavors - vanilla, lime and cherry.
Others (12-60yrs) original flavor , energy drinks , fruit juices.
FAMILY TYPE: economy pack bottles to focus family and
groups.
INCOME:. Coke segments different income levels by packing.
For small income - small returnable glass bottle.
For middle income - small non-returnable bottle.
For higher income - Coke Tin.
PSYCHOGRAPHIC SEGMENTATION
All psychographics variables the social class,
lifestyle, occupation, level of education and
personality Coke segments everyone.
But again its there packaging which is different for
different consumers

15. TARGET MARKETS:
This aspect refers to the targeting the consumers the product is to sell to.
Coca-Cola takes every customer as target and potential who is thirsty.
AGE:
• Youngster or youth.
• 4-60 years of age, 15-25 ~40%
• Not based gender based.
FAMILY: Dependent on their family.
OCCUPATION: students and family oriented people.
NATURE: Fun loving and entertainment loving.
SOCIO ECONOMIC STATUS: Upper Lower and Lower Middle Class.

16. POSITIONING:
BASED ON PRODUCT OFFERING TO THE TARGET AUDIENCE:
• COCA COLA: To all the age groups.
• DIET COKE: HEALTH CONCIOUS people.
• AQUAPURE/DASSANI: To quench Thirst.
• POWERADE: To give energy.
• MINUTE MAID: To drink healthy.

17. STUDY OF COCA COLA

18. STRATEGY AND TACTICS GRID:
Considering what coca cola is doing in
the market and the share it holds in the
non - alcoholic beverage sector, the
company is said to be THRIVING as it is
having
• Desired effect and
• Getting the intended result
• It is able to work well
• Without wasting resources.

19. PORTER GENERIC STRATEGY GRID:
• Differentiation- this is where the
firm tries to differentiate itself
from the competitors. It may be
through higher quality product
or variety of products
• Cost leadership-company trial
and error, independent bottlers,
and striped features, effective
R&D, selling only concentrates,

20. STRENGTH
Brands(~3500)
Global Presence in over 200 countries
Employee strength ~ 1,50,000 Globally
Strong and efficient supply chain network
Strong financial condition
CSR activities in water conservation and
recycling, education, health etc.
WEAKNESS
Traces of pesticides- damage to the brand image
Strong competition over market share
Snacks and food industry
OPPORTUNITY
Untapped countries and market.
Market less known products
Acquire other companies
Diversify its product portfolio-Snacks industry
THREAT
Health consciousness people
Regional Regulations and norms
Inlation, economic slowdown and instability
Strong competition.
SWOT

21. • Coca Cola uses lower price point to penetrate new markets that are
especially sensitive to price.
• At retailers’, regular on-pack promotions are available in order to meet the
company’s objectives and also to attract consumers to buy more.
PRICING STRATEGY:

22. DISTRIBUTION STRATEGY:
• The Coca-Cola Company sells its products to bottling and canning
operations, distributors, fountain wholesalers and some fountain retailers.
• Thus we can cite different point of sales where Coca cola is generally
available throughout the Coca-Cola Company:
• Wholesalers/ distributors
• Retail/corner stores/supermarkets/Groceries…
• Restaurants/cafés/night clubs
• Petrol stations
• Automated teller machines (AMTs)

23. PACKAGING STRATEGY:
Packaging strategy is based on the various factors:-
-Bottle Sizes: 200ml,600ml,1.2ltr,2.0ltr,etc
-Type of Bottle: Glass - for reuse, Plastic – recyclable.
- Tin Can-use and throw.
-Different Brands-Different Color(Distinctive)
Eg: diet coke-white, coca cola-red, cola zero-black
- Bottling designs for its respective sub - brands.

25. ADVERTISEMENT:
• Television Advertisements
• E-mails
• Internet Advertisements
• Sponsored Events: Football FIFA,NASCAR Race Team ,etc.
• Banners/ Hoardings – Road side and on buildings
• Slogans – On internet and on the Banners
• CSR activities – Placed on Websites and during Events.

26. COROPORATE SOCIAL RESPONSIBILITY

27. CONCLUSION:
• The world recognizes the brand Coca Cola (127 years old) for the fact that it is one
of the biggest producers of Carbonated Beverages in the world. -200 countries.
• Its strategies have proved time and again that it deserves the credit and the titles
its has been bestowed with.
• It understands regional diversification thus it has products for every market-
national or international.
• It has constantly developed products that keeps it ahead of the market.

28. CONCLUSION:
• No segmentation with a nice moto to quench thrist of people.
• Develops products to cater the masses, of all age groups.
• Focuses itself to various advertisements and CSR activities to build a position
among customers.
• Need to enter snacks market for a greater share in the world.
• The company’s effectiveness and profitability is obviously well supported by their
strong competitive position and market share in their primary product market –
Coca-Cola.

29. Think.. And enjoy your Drink….
THANK YOU