OVERVIEW

• About Coca-Cola

• Market Share

• Target Market

• Intensive Brand Building

• Product Positioning

• Market Segmentation

• Brand Localisation Strategy

• Coco-Cola’s 4P’s

• Challenges for Coca-Cola

• SWOT Analysis of Coca-Cola

• Conclusion
 About Coca-Cola
• Founded in 1886 by Dr. John Pemberton

• Coca-Cola company is the world’s largest non-alcoholic beverage company.

• Within our mor than 400 brands are nearly 2,400 beverage products.

• Operations in more than 200 countries.

• Coca-Cola accounts for approximately 1.3 billion servings world-wide of the 50 billion
beverage serving consumed every day.

• World’s leading manufacturer, marketer and distributor of non-alcoholic beverage

concentrates and syrups
MARKET SHARE

• Coca-Cola is a leading player in the Indian beverage market with a 60% share in the
carbonated soft drinks segment, 36% share in fruit drinks segment and 33% share in the
packaged water segment.

• In 2004 Coca-Cola sold 7 biliion packs of its brands to more than 230 million consumers
across 4,700 towns and 1,75,000 villages.

• The company has doubled its volumes and trebled its profits between 2001 and 2004.
TARGET MARKET

• Diet coke : weight consciousness

• Maaza : Kids, juice loving people.

• Sprite : young people

• Thumbs-Up: Confident, mature and uniquely masculine attitude people

• Fanta: Girls and ladies

 Intensive Brand Building

• The company focuses on understanding the Indian consumer, and in using these local
insights to build powerful connect for its brands.

• Popularity of cricket and movie stars.

• Activating local Indian festivals and occasions.

• Creating a distinct identity for each of its flagship brands.

• ‘Coca-Cola is the most recognised trademark, recognised by 94% of the world’s population
and is the most widely recognised word after “OK”
PRODUCT POSITIONING

• THUMBS UP
Thumbs-Up of Coca-Cola is targeted to the adventurous and energetic people that
are interested in adventure and love taking risk to succeed.

• MINUTE MAID
Minute Maid of Coca-Cola are specially targeted to health-conscious customers and
want health drink having natural energy in it.

• FANTA
The drink is specially launched for the lady sector of the population and these drinks
are positioned in that way only.
MARKET SEGMENTATION

• AGE

• GENDER

• RURAL Vs. URBAN MARKET

BRAND LOCALISATION STRATEGY: THE TWO INDIAS

• INDIA A: “Life Ho To Aisi”

This designation of Coca- Cola gave to the market segment
including metropolitan areas and large towns represented 4% of the
country’s population.

• INDIA B: “THANDA MATLAB COCA-COLA”

This designation of Coca-Cola includes small towns and rural
areas, comprising the other 96% of the nation’s populations.
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 PRICE
• To effectively achieve the stable balance between
sales and covering the production cost.

• Company has priced the product same as that of

its major competitor of the market leader.
PLACE
Distribution Channel:

Supply chain of Coca-Cola

C & F Agent

Distributor

Retailer Customer
 PROMOTION
• PUSH STRATEGY
- Coca cola is using Push strategy in which they use its sales force and trade
promotion money to induce intermediaries to carry , promote and sell the products
to end users i.e., consumers.

- For example: as Coca-Cola is giving free pet bottles and other trade schemes to
distributors, agency owners and retailers.

• PULL STRATEGY
- Coca cola is also using Pull strategy in which they are using advertising and
promotion to persuade consumers to ask intermediaries for the company brand
product by this way Coca Cola inducing customer to order it from shopkeeper.

- For example: Coca cola is using flanges, display racks, tier racks, standees,
mobile hangers and visicooler brand strips.
SALES PROMOTION
• Coca-Cola & key account of Mc Donald’s launched the “ WE GO TOGETHER”
joint promotion to reinstate amongst consumers a real sense of the affinity
that, both shares globally.

• The promotion kicked off with point of sales material (Danglers, Bunting,
etc) displayed at all Mc Donald’s restaurants along with a special offer for
coke & fries.

• Availability is done according to the type of outlet.

• Activation is important because it helps to boost the sales of the company. It

is done through the Glow sign, Shelf display, flanges., Combo boards, Table
tops. These boards usually gives to the E&D outlets.
SHELF DISPLAY DISPLAY OF RACKS VISI COOLERS
 CHALLENGES FOR COKE
• Poor rural Infrastructure

• Erratic power supply

• Different consumption habits

• Preference for traditional cold beverages ( Lassi , Lemonade)

• Price of the branded beverages

SWOT ANALYSIS OF COCA-COLA
STRENGHTH:
• Coke Company has a good market reputation and a strong distribution network.

• Coke is having a multi brand strategy ad is looking for a great volume opportunity in
India.

• Coke is presently no. 1 player in Indian Carbonated soft drinks market.

• Coke was born 11 years before Pepsi (in 1987) ad a century later still maintains
that pioneering least.

• Pepsi and coke both good brand image.

WEAKNESS:
• Coke has less no. of retailers.

• Less force – it has less no. Have owned bottling plant.

• It has not planned for setting up of any new plants where their competitor has
planned to set up several new plants.

OPPORTUNITY:
• A rapidly growing market, which is expanding @ 205 every year.

• It can take the market very well with the new investment of Rs. 2400 crores.

• It can give a big jerk to its major competitor Pepsi. It can increase its number of
fountain to a sizeable amount.

• Increasing trend of cold drink of different brands.

THREATS:
• It has a continuous threat from Pepsi as well as various other local soft drinks.

• Coke has a major market than Pepsi between the teenager as well as the
student due to advertisement of world cup cricket.

• A large amount of expenses on the advertisement.

• There is no proper policy of distributing the merchandising assets of the

company to the retailers.

• The company should search the new target market to expand the market share
in this competitive era.

• To meet the demand of the customers the company should set up the new
plants as its competitors are planning to set up.
Conclusion
The success of Coca-Cola depends on their world premier marketing strategies.
They do their marketing in innovative methods. Coca-Cola maintains quality and
core features of their product over a125 years. They have their own pricing
system and appropriately they behave according to competitors price levels.
Promotion of Coca-Cola made it as a world most valuable and recognizable
brand. Coca-Cola has world strongest distribution network in FMCG category.
According to this their performances in 4p’s are really strong and over the
industry levels.