THE COCA-COLA COMPANY

Introduction :The Coca-Cola Company is the world's

largest number 1 beverage company, largest
manufacturer, distributor and marketer of non-
alcoholic beverage concentrates and syrups in the
world, and one of the largest corporations in the
United States. The company is best known for its
flagship product Coca-Cola, invented by pharmacist
John Stith Pemberton in 1886. The CocaCola formula
and brand was bought in 1889 by Asa Candler who
incorporated The Coca-Cola Company in 1892. Besides
its namesake Coca-Cola beverage, Coca-Cola currently
offers nearly 400 brands in over 200 countries or
territories and serves 1.5 billion servings each day.
The company operates a franchised distribution
system dating back to 1889 where The CocaCola
Company only produces syrup concentrate which is
then sold to various bottlers throughout the world
who hold an exclusive territory.
The Coca-Cola Company is headquartered in Atlanta,
Georgia. Its current president and CEO is Muhtar
Kent.
OBJECTIVES
The main objectives for the Coca-Cola Company are to be globally known as a
business that conducts business responsibility and ethically and to accelerate
sustainable growth to operate in tomorrow's world. By having these
objectives, it forms the foundation for companies in the decision making
process.

STRATEGIES AND TACTICS

The Coca-Cola company aims to be globally known, they do this by targeting
different areas across the globe with different products, gaining their brand
name and popularity. All the bottling partners work closely with their
customers such as convenience stores, grocery stores, movie theaters and
street vendors to create and use localized strategies developed in
partnership with the Company. Their competition with other beverage
companies are also narrowed down as they own various brands that could be
possible competition. For example, the company sells Coke without the
competition of other popular soft drink brands like Sprite and Fanta because
the company owns those brands as well. The company often reviews and
evaluates their business plans and performance to improve their earnings
and analyze their competitive position in the market. They make decisions in
realigning their business models to match the objectives of the company by
using strategies and tactics in the analysis of their performance.

OUTCOMES AND OUTPUTS

COCA-COLA:-

Coca-Cola made its return to the country in 1993 and made significant investments to ensure
that the beverage is available to more and more people, even in remote and inaccessible parts
of the nation.

GLASS PET CAN FOUNTAIN

200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES

500ml, 1000ml 2.25L, 500ml, 100ml

LIMCA:-

Limca was introduced in 1971 in India. Limca has remained unchallenged as the No.1
sparkling drink in the cloudy lemon segment. The success formula is the sharp fizz and
lemoni bite combined with the single minded proposition of the brand as the provider of
“Freshness”.

GLASS PET CAN FOUNTAIN

200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES

500ml, 1000ml 2.25L, 500ml, 100ml

THUMS UP:-

Thums up is a leading sparkling soft drink and most trusted brand in India. Originally
introduced in 1977, Thums up was acquires by The Coca-Cola Company in 1993. Thums up
is known for its strong, fizzy taste and it confident, mature and uniquely masculine attitude.
This brand clearly seeks to separate the men from the boys.

GLASS PET CAN FOUNTAIN

200ml, 300ml, 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES

500ml, 1000ml 2.25L, 500ml, 100ml

Table - 1.2

SPRITE:-
Sprite a global leader in the lemon lime category is the second largest sparkling beverage
brand in India. Launched in 1999, Sprite with its cut-thru perspective has managed to be a
true teen icon.

RGB PET CAN FOUNTAIN

200ml, 300ml 500ml, 600ml, 330 ml VARIOUS SIZES

1250ml, 1500ml,
2000ml, 2250ml

Table – 1.3

FANTA:-

Fanta entered the Indian market in the year 1993. Over the years Fanta has occupied a strong
market place and is identifies as “The Fun Catalyst”. Perceived as a fun youth brand, Fanta
stands for its vibrant colour, tempting taste and tingling bubbles that not just uplifts feelings
but also helps free spirit thus encouraging one to indulge in the moment. This positive
imagery is associated with happy, cheerful and special times with friends.

GLASS PET CAN FOUNTAIN

200ml, 300ml 500ml, 1.5L, 2L, 330 ml VARIOUS SIZES

2.25L, 500ml, 100ml

Table – 1.4

MINUTE MAID PULPY ORANGE:-

The history of the Minute Maid brand goes as far back as 1945 when the Florida Food
Corporation developed orange juice powder. The company developed a process that
eliminated 80% of the water in the orange juice, forming a frozen concentrate that when
reconstitute created orange juice. They branded it Minute Maid a name connoting the
convenience and the ease of preparation. Minute Maid thus moved from a powdered
concentrate to the first ever orange juice from concentrate.

The launch of Minute Maid in India (started with the south of the country) is aimed to further
extend the leadership of Coca-Cola in India in the juice drink category.

Available in 3 PET pack sizes i.e. 400ml, 1 litre, 1.25 litres.

MAAZA:-

Maaza was introduced in late 1970’s. Maaza has today come to symbolise the very spirit of
mangoes. Universally loved for its taste, colour, thickness and wholesome properties, Maaza
is the mango lover’s first choice.

RGB PET POCKET MAAZA

200ml, 250ml 250ml, 600ml, 1.2L 200ml

Table – 1.5

KINLEY:-

The importance of water can never be understated, Particularly in a nation such as India
where water governs the lives of the millions, be it as a part of everyday ritual or as the
monsoon which gives life to the sub continent. Kinley water comes with the assurance of
safety from the Coca-Cola Company.

Available in PET 500ml and 1000ml.

 GEORGIA GOLD COFFEE:-

Georgia coffee was introduced in India in 2004. The Georgia gold range of Tea and coffee
beverages is the perfect solution for office and restaurant needs. Today Georgia coffee is
available at Quick-Service Restaurants, Airports, Cinemas and in Corporates across all major
metros in India.

HOT BEVERAGES Espresso, Americano, Cappuccino, Caffe Latte, Mochaccino,

Hot Chocolate, Cardamon Tea.
COLD BEVERAGES Ice Teas, Cold Coffee.

PRODUCT LIFE CYCLE

Figure 13 Product Life Cycle along with Service Offered

The graph above shows the life cycle of product having different
stages. These stages explain the various status of product marketed
or sold. It is not just limited to the volume sold rather also includes
the brand image, corporate image of the product. Below the graph
there are service offered in the different stages of product life
cycle.

1. While introducing a product there has to be a good product

management, designing, development plans, testing and
deployment.
2. Secondly when it comes to the growth level of a product life
cycle, there the focus has to be initiated towards
customization, enhancement, versioning, implementation and
deployment and testing to penetrate the market of the
product. In this stage, every company has to suffer a lot,
because the success depends upon the labour and effort done
in this stage. Like as going through the Nepalese market of
Coca cola, we can find it is still in growth level because it has
not reached in every household because of poor infrastructure
and lack of marketing integration.
3. Thirdly, the maturity level, when the product gets sustained to
up front the market. The market penetration has been fully
achieved. Like in UK the data shows that Coca Cola market is in
maturity stage as it has now focusing on research and
development, product differentiation and still testing is going
on for further expansion and diversification.
4. Lastly, when the product gets fully mature in terms of product
life cycle it tends do decline because of lack of research and
single taste. So, the appropriate measure to rectify is to re-
engineering, maintaining and supporting technically.