INDEX

1. Introduction
2. Maior Products OI Coca-Cola
3. History
4. Market Analysis
5. SWOT Analysis
6. Competition
7. Path Towards Success
8. Vision & Mission
9. Marketing Obiective
10.4 P`s OI Busiiness Marketing
11.Stratergy
12.Environmental Issues
13.Health Issues
14.India secret Formula Ban
15.Sponsership
16.The Coca-Cola Company Stock Quote
17.The Coca-Cola Company Income Statement
18.The Coca-Cola Company Balance Sheet
19.The Coca-Cola Company Cash Flow Statement
20.Market Summary
21.Recommedation
22.Bibliography

INTRODUCTION
The Coca-Cola Company begin in 1886, when an Atlanta pharmacist, Dr. John
Pemberton, began to produce Coca-Cola syrup Ior sale in Iountain drinks.
However the bottling business began in 1899 .
Coca-Cola is a soIt drink sold in the stores, restaurants, and vending machines oI
more than 200 countries. The company produces concentrate, which is then sold to
licensed Coca-Cola bottlers throughout the world. The bottlers, who hold the
contracts with the company, produce Iinished product in cans and bottles Irom the
concentrate in combination with Iiltered water and sweeteners.The bottlers then
sell, distribute and merchandise Coca-Cola to retail stores and vending machines.
The Coca-Cola Company also sells concentrate to maior restaurants
and Ioodservice distributors.



Type SoIt Drink (Cola)
Manufacturer The Coca- Cola Company
Founder (s) John S. Pemberton
Country of Origin United States
Introduced 1886
Area Served Over 200 countries
Color Caramel E-150d

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
Website www.coca-cola.com

MA1OR PRODUCTS OF COCA-COLA

Product Name Image

Coke


Sprite


Fanta


Diet Coke


Minute Maid


Minute Maid Juices


Kinley Drinking Water

ISTORY
1886:
- In the Iirst year the company sold about 9 glasses oI coca-cola a day .
- The First Ever Adverisement Ior Coca-Cola appeared in Atlanta Journal.
1887:
-To increase sales Iree drink coupons were distributed to the people.
1893:
-The Coca-Cola trademark registered in the U.S patent OIIice.
1894:
-Coca-Cola was put in Bottles.
1904:
-The First Magazine Ads Ior Coca-Cola Appeared in National Consumer
Publication.
1909:
-The Bottles oI Coca-Cola started to deliver by Horse-Drawn Carriage.
1919:
-Coca-Cola got listed on New York Stork Exchange at $40/share.
1936:
-Coca-Cola Celebrated its 50
th
anniversary.

1941-1959:
-Coca-Cola is Enioyed in 120 Countries Worldwide.
1961:
-Sprite was Introduced.
1964:
-LiIt Top Cans Introduced.
1977:
- Coca-Cola came in India.
1978:
- Coca-Cola came in hina.
1982:
-Diet Coke Introduced.
1985:
-Coca-Cola became the First soIt drink in Space when Astronauts Test the
' COCA-COLA SPACE CAN abord Space Shuttle Challenger.
-The company introduced the 'NEW COKE .
1986:
-100 Years oI Coca-Cola.

1990:
-Coca-Cola came in East-Germany.
1991:
-Coca-Cola introduced Iirst bottle made partially with recycled plastic, an
innovation Ior the industry.
1993:
AIter 16 years oI absence Coca-Cola returned in India.
1999:
-Dasani, a bottled water product , ioins the company line up oI brands.
2005:
-Coca-Cola Zero introduced.
-The company extended its sponsorship oI the Olympic Games through 2020.
2009:
-Worlds largest bottle-to-bottle recycling plant was open.
2011:
-The Coca-cola Celebrates its 125
th
Anniversary with innovation, cultural events
and exclusive collaboration around the globe.

Market Analysis
The biggest company in the soIt drink industry,Coca Cola enioys the largest
market share.This company controls about 59 oI the world market.
In 2002, the company grew their carbonated soIt-drink business by nearly 250
million unit cases and generated record volumes. Because carbonated soIt drinks
are the largest growth segment within the nonalcoholic ready-to-drink beverage
category measured by volume, that is why they are Iocusing more on this and they
are continually increasing the pace because they know that accelerating this pace is
crucial to their Iuture success.
In Asian population, which is the satisIied customer oI Coca Cola, is
approximately 4.2 billion and the average consumer enioys close to Iour servings
oI our products each month. Through an intense Iocus on Coca-Cola, innovation
and new beverages, the company has achieved volume growth oI 22 percent in
2009.
So the company is emphasizing more in this area and is trying to develop a
strategy, which can increase the growth oI the consumption oI Coca Cola by the
people oI Asia. Among the countries oI Asia, Japan has the highest percentage,
which is about 29. Among others, Pakistan, India and Bangladesh are those
countries where the average consumption is increasing day by day.
a) External Factors
i) Customers:
Customer satisIaction is considered as being the most important and vital things in
Coca Cola`s progress.

The company to an extend has increase volume worldwide by 7 percent with

strong international growth oI 8.2 percent by 2010. It Iocuses on:
O Customer Database
O Getting new potential customers, side by side retaining old ones.
O Giving customers more than iust a soIt drink.
O Brand loyalty.

ii ) Competitor Analysis:
MAJOR COMPETETOR: PEPSI CO.



PepsiCo is a world leader in convenient Ioods and beverages, with revenues oI
about $27 billion and over 143,000 employees. The company consists oI the snack
businesses oI Frito-Lay North America and Frito-Lay International.
Pepsi-Cola beverages are available in more than 190 countries and territories. In
Asia, they selected Lahore to make their regional oIIice. This was done in 1970.
This regional oIIice is monitoring all the operations carried out in South West
Asia.
Internal Factors:
i) Company:

The Coca Cola Company has always Iocused on portraying a simple yet strong
brand image. Their motto was:
Know the most recognized word on the planet aIter 'OK!



In December 1991, a merger between Coca-Cola Enterprises and the Johnston
Coca-Cola Bottling Group, Inc. (Johnston) created a larger, stronger Company,
again helping accelerate bottler consolidation. As part oI the merger, the senior
management team oI Johnston assumed responsibility Ior managing the Company,
and began a dramatic, successIul restructuring in 1992.Unit case sales had climbed
to 1.4 billion, and total revenues were $5 billion.

SWOT Analysis
SWOT analysis is a technique much used in much general management as well as
marketing scenarios. SWOT consists oI examining the current activities oI the
organization- its Strengths and Weakness- and then using this and external research
data to set out the Opportunities and Threats that exist.
Strengths:
Coca-Cola has been holding a large part oI world culture Ior a very long time.
Coca cola has Iocused on brand image and brand loyalty along with providing
supreme taste and quality.
Additionally, Coca-Cola's bottling system is one oI their greatest strengths. It
allows them to conduct business on a global scale while at the same time maintain
a local approach.
In India, people don`t care beIore drinking that whether it is 'Pepsi or 'Coke.
They don`t actually diIIerentiate between these two brands in order to their tastes.
Consumers basically drink what they get.
They believe on"WHA1S COLD CE1S SOLD"
For this reason Coca-Cola Intl has provided their coolers and Ireezers in the
market. They have maximum number oI coolers and Ireezers in the market. They
provide this inIrastructure Iree oI cost iust to provide chilled coke to their
customer, which they want to be purchase.

Weaknesses:
Coca-Cola contains caIIeine and caramel which can adverse eIIects on the teeth (iI
prolonged) which is an issue Ior health care. It also has got sugar by which
continuous drinking oI Coca-Cola may cause health problems. Being addicted to
Coca-Cola also is a health problem, because drinking oI Coca-Cola daily has an
eIIect on your body aIter Iew years.
Another weakness which may be considered regionally is its sugar content. Pepsi
Co. makes its sales only because Pepsi is so Iar, having a larger market share only
because it is more sugary and Asian people Iocus on sugary drinks.
Opportunities:
Brand recognition is an important Iactor in aIIecting Coke's competitive position.
Coca-Cola's brand name is known well throughout the world today. The main
concern oI Coca Cola Marketing Strategies has been iust to improvise its system
and make it even more recognizable. The bottling system oI Coca Cola allows the
company to take advantage oI its growth opportunities.
Threats:
The main threat is Price. A small increase in price, let`s say iust 1 rupee will have a
drastic eIIect on sales. Only because people will go Ior the next available substitute
i.e. Pepsi so price change is a maior Iactor in aIIecting Sales oI coca cola and in
marginal proIits. Coca Cola can Iace maior losses iI it goes Ior a sudden increase
or decrease in price.

Competition
The maior competition Iaced by Coca Cola International is Pepsi Co. PepsiCo is a
world leader in convenient Ioods and beverages, with revenues oI more then $27
billion and over 143,000 employees. The company consists oI the snack businesses
oI Frito-Lay North America and Frito-Lay International; the beverage businesses
oI Pepsi-Cola North America, Gatorade/Tropicana North America and PepsiCo
Beverages International; and Quaker Foods North America, manuIacturer and
marketer oI ready-to-eat cereals and other Iood products. PepsiCo brands are
available in nearly 200 countries and territories.

Maior Pepsi Co. products include:
O Pepsi
O Teem
O Mirinda
O Pepsi Max
O Pepsi Lemon
O Pepsi Blue
O Mountain Dew
O 7up

PAT TOWARDS SUCCESS

Coca Cola marketing team Iocuses not only on the results but also on the Iollowing
O They Iirmly believe iI you want to establish a clear image in the minds
oI consumers, you Iirst need a clear image in your own mind.
O Since the maior competitor is Pepsi Co. so Coca Cola Intl has Iocused
on neutralizing the competition.
O II Pepsi Co. launched Crystal Pepsi then Coca Cola Intl launched Diet
Coke.
O The Coca Cola marketing team maintained their Iocus strongly on the
product itselI. When they changed bottle shape, many people started
buying bottles instead oI the drink itselI
O The Coca Cola team learnt from everything. Even iI a customer said
'no, they Iocused on 'why did he say no and then Iound out ways on
'how to solve that issue.
O Formula Ior positioning success :
O They speciIied the criteria Ior each product oIIered because iI you don`t
speciIy the criteria Ior choosing, consumers will develop their own,
which is dangerous.

'ISION & MISSION

Our 'ision
The world is changing all around . To continue to thrive as a business over the next
ten year. and beyond, it is necessary to look ahead, understand the trends and
Iorces that will shape the business in the Iuture and move swiItly to prepare Ior
what's to come. Its must get ready Ior tomorrow today. That's what our 2020
Vision is all about. It creates a long-term destination Ior our business and provides
us with a "Roadmap" Ior winning together with our bottling partners.
Our Mission
To Refresh the World...in body, mind, and spirit.
To Inspire Moments of Optimism...through our brands and our actions.
To Create 'alue and Make a Difference...everywhere we engage.

Marketing Objectives
The ultimate obiectives oI our business strategy are:
O To increase volume
O Expand our share oI worldwide nonalcoholic ready to drink beverages
sale
O Maximize our long-term cash Ilows
The Coca Cola system has more than 16 million customers around the world that
sells or serves our products directly to consumers. We keenly Iocus on enhancing
value Ior these customers and helping them grow their beverage businesses. We
strive to understand each customer`s business and needs, whether that customer is
a sophisticated retailer in a developed market a kiosk owner in an emerging
market.
Aims:
People: Being a great place to work where people are inspired to be the best they
can be.
Portfolio: Bringing to the world a portIolio oI quality beverage brands that
anticipate and satisIy people's desires and needs.
Partners: Nurturing a winning network oI customers and suppliers, together we
create mutual, enduring value.
Planet: Being a responsible citizen that makes a diIIerence by helping build and
support sustainable communities.
Profit: Maximizing long-term return to shareowners while being mindIul oI our
overall responsibilities.

P`s of Business Marketing

Price, Promotion, Product, and Place
a) Product:
Businesses must think about products on three diIIerent levels, which are the core
product, the actual product and the augmented product. The core product is what
the consumer is actually buying and the beneIits it gives. Coca Cola customers are
buying a wide range oI soIt drinks. The actual product is the parts and Ieatures,
which deliver the core product. Consumers will buy the coke product because oI
the high standards and high quality oI the Coca Cola products. The augmented
product is the extra consumer beneIits and services provided to customers. Since
soIt drinks are a consumable good, the augmented level is very limited.
b) Promotion
Over the time Coca Cola has spent millions oI dollars developing and promoting
their brand name, resulting in worldwide recognition. 'Coca-Cola' is the most
recognized trademark, recognized by 94 oI the world's population and is the most
widely recognized word aIter "OK". Coca Cola`s red and white colors and special
writing are all examples oI world-wide trademarks.
There are a number oI branding strategies:
Generic brand strategy
Individual brand strategy
Family brand strategy
ManuIacturer`s brand strategy
Private brand strategy
Hybrid brand strategy

Coca Cola utilizes the Individual brand strategy as Coca Cola`s maior products are
given their own brand names e.g. Fanta, Sprite, Coca Cola etc although they may
be presented as diIIerent lines they operate under the name oI Coca Cola.
c) Place:
The Coca Cola Company has always Iocused wide scale distribution. This is the
reason, 94 oI the world`s population knows about Coke. 'Coca Cola is the most
recognized word aIter OK.
Coca Cola sets its own distributions directly to stores. Stores include a wide variety
oI Supermarket, Marts, Convenience Stores, Retail Stores and Departmental
Stores. The channel distribution oI Coca Cola Intl is extremely large.
Over time, they have produced many products and thus have increased number oI
warehouses Ior speciIic products.
Coca Cola Intl has also improved services via setting up a national service
network.

d) Price
Since Coca Cola Intl Iaces a maior threat Irom its competitor Pepsi Co., so
naturally the Pricing is done keeping in view the increasing rivalry with Pepsi.
Pricing is basically standard Ior all over the world.

Strategy
The strategy Ior the Iuture oI the company is very straightIorward. The marketing
strategy Ior the year 2011 is as Iollows:
Accelerate carbonated soIt-drink growth, led by Coca-Cola.
Selectively broaden the Iamily oI beverage brands to drive proIitable
growth.
Grow system proIitability and capability together with our bottling partners.
Serve customers with creativity and consistency to generate growth across
all channels.
Direct investments to highest potential areas across markets.
Drive eIIiciency and cost-eIIectiveness everywhere.

ealth effects
Acidity and tooth decay
Numerous court cases have been Iiled against the Coca-Cola Company since the
1940s alleging that the acidity oI the drink is dangerous. In some oI these cases,
evidence has been presented showing Coca-Cola is no more harmIul than
comparable soIt drinks or acidic Iruit iuices. Frequent exposure oI teeth to acidic
drinks increases the risk oI tooth damage through dental erosion. This Iorm oI
tooth decay is unrelated to dental caries.

India secret formula ban
Coca-Cola was India's leading soIt drink until 1977 when it leIt India aIter a new
government ordered the company to turn over its secret Iormula Ior Coca-Cola and
dilute its stake in its Indian unit as required by the Foreign Exchange Regulation
Act (FERA). In 1993, the company (along with PepsiCo) returned aIter the
introduction oI India's Liberalization policy.

Sponsorship
Sports
Coca-Cola sponsored the English Football League Irom the beginning oI the 2004-
05 season (beginning August 2004) to the start oI 2010/11 season, when the
Football League Iound a new sponsor in NPower.
Other maior sponsorships include NASCAR, the NBA, the PGA Tour, NCAA
Championships, the Olympic Games, the NRL, the FIFA World Cups and the
UEFA Euro.
In the Philippines, it has a team in the Philippine Basketball Association, the
Powerade Tigers.
Television
The company sponsors the hit Fox singing-competition series American Idol.
Coca-Cola is a sponsor oI the nightly talk show on PBS, Charlie Rose in the US.

The Coca-Cola Company Stock Quote (NYSE: KO)

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The Coca-Cola Company Income Statement

Dec 10 Dec 09 Dec 08
Revenue 35,119.0 30,990.0 31,944.0
Cost oI Goods Sold 12,693.0 11,088.0 11,374.0
Gross ProIit 22,426.0 19,902.0 20,570.0
Gross ProIit Margin 63.9 64.2 64.4
SG&A Expense 13,158.0 11,358.0 11,774.0
Depreciation & Amortization 1,443.0 1,236.0 1,228.0
Operating Income 8,449.0 8,231.0 8,446.0
Operating Margin 24.1 26.6 26.4
Nonoperating Income 6,210.0 821.0 (902.0)
Nonoperating Expenses (416.0) (106.0) (105.0)
Income BeIore Taxes 14,243.0 8,946.0 7,439.0
Income Taxes 2,384.0 2,040.0 1,632.0
Net Income AIter Taxes 11,859.0 6,906.0 5,807.0
Continuing Operations 11,809.0 6,824.0 5,807.0
Discontinued Operations -- -- --

Total Operations 11,809.0 6,824.0 5,807.0

Total Net Income 11,809.0 6,824.0 5,807.0
Net ProIit Margin 33.6 22 18.2
Diluted EPS Irom Total Net
Income
5.06 2.93 2.49
Dividends per Share 1.76 1.64 1.52
All amounts in millions oI US Dollars except per share amounts.

The Coca-Cola Company Balance Sheet

Assets Dec 10 Dec 09 Dec 08
Current Assets
Cash 8,517.0 7,021.0 4,701.0
Net Receivables 4,430.0 3,758.0 3,090.0
Inventories 2,650.0 2,354.0 2,187.0
Other Current Assets 5,982.0 4,418.0 2,198.0
Total Current Assets 21,579.0 17,551.0 12,176.0
Net Fixed Assets 14,727.0 9,561.0 8,326.0
Other Noncurrent Assets 36,615.0 21,559.0 20,017.0
Total Assets 72,921.0 48,671.0 40,519.0
Liabilities Dec 10 Dec 09 Dec 08
Current Liabilities
Accounts Payable 1,887.0 1,410.0 1,370.0
Short-Term Debt 9,376.0 6,800.0 6,531.0
Other Current Liabilities 7,245.0 5,511.0 5,087.0
Total Current Liabilities 18,508.0 13,721.0 12,988.0

Long-Term Debt 14,041.0 5,059.0 2,781.0

Other Noncurrent Liabilities 9,369.0 5,092.0 4,278.0
Total Liabilities 41,918.0 23,872.0 20,047.0
Shareholder's Equity
PreIerred Stock Equity -- -- --
Common Stock Equity 31,003.0 24,799.0 20,472.0
Total Equity 31,003.0 24,799.0 20,472.0
Shares Outstanding (thou.) 2,292,000.0 2,303,000.0 2,313,555.3

The Coca-Cola Company Cash Flow Statement

Dec 10 Dec 09 Dec 08
Net Operating Cash Flow 9,532 8,186 7,571
Net Investing Cash Flow (4,405.0) (4,149.0) (2,363.0)
Net Financing Cash Flow (3,465.0) (2,293.0) (3,985.0)
Net Change in Cash 1,496.0 2,320.0 608.0
Depreciation & Amortization 1,443.0 1,236.0 1,228.0
Capital Expenditures (2,215.0) (1,993.0) (1,968.0)
Cash Dividends Paid (4,068.0) (3,800.0) (3,521.0)
All amounts in millions oI US Dollars except per share amounts

Market Summary
a) Market Growth:
According to the 2005 Annual Report, the company sells beverage products in
more than 200 countries. The report Iurther states that oI the more than 50 billion
beverage servings oI all types consumed worldwide every day, beverages bearing
the trademarks owned by or licensed to Coca-Cola account Ior approximately 1.5
billion. OI these, beverages bearing the trademark "Coca-Cola" or "Coke"
accounted Ior approximately 78 oI the Company's total gallon sales.
Also according to the 2007 Annual Report, Coca-Cola had gallon sales distributed
as Iollows:
37 in the United States
43 in Mexico, Brazil, Japan and the People's Republic oI China
20 spread throughout the rest oI the world
In 2010 it was announced that Coca-Cola had become the Iirst brand to top 1
billion in annual UK grocery sales.

b) Psychographics Segmentation & Market Trends:
Coke segments diIIerent income levels by packaging. Like Ior people with a low
level oI income, it has small returnable glass bottle, Ior the mediocre class it has
non returnable bottle (NRT) and Ior people with a high level oI income it has Coke
tin.

Sometimes, Ior the promotion strategy oI coke, the Coke Company introduces
prizes on the top cover. So they segment people by beneIit sought, i.e. by giving
them prizes.
Coke will always show activities, where people get together to enioy moments oI
togetherness with our brand. Research analysis indicates that youngsters love to get
together, and it is when they are enioying themselves, that will consume coke. For
Pakistani youth, socializing with Iriends and Iamily is core` behavior in their
lives. Coke`s brand personality is all about togetherness.
At times, Coca Cola Intl seeks to promote itselI through sponsoring events. Since
many years, Basanat Iestival has somewhat become ~Coke Festival.
c) Market Needs:
In coke marketing, main idea is to serve it cold, so we can say that, they Iocus
more on hot areas oI the world, i.e. middle east etc and there sale increase in
summer.
The market needs vary with time and Coke Intl. introduces its products over time
e.g. Coke Cherry etc.
d) Market Behavior:
The behavior oI Indian market has always been orientated on "WHA1S COLD
CE1S SOLD". People normally Iocus on buying anything that is cold either Pepsi
or Coke. The market behavior in India has not changed a lot as people are not
entirely health conscious but over a Iew years due to increasing awareness oI
obesity, people have adopted an alienated behavior to soIt drinks, which is why
Coca Cola Intl. has provided them with the perIect solution i.e. provide a product
exactly when it is needed.

Recommendations
AIter completing our proiect we have come up with Iollowing
recommendations Ior the Coca Cola Company, which are Iollowing:
O Currently in India there is more demand oI Coke, the company can extend
their portIolio by introducing new Ilavors.
O It is observed that people in India like less sweet cola drink. So the Coca-
Cola Company should think about bringing innovations in their products Ior
example new diet Ilavors or maybe more iuices so as to IulIill the need oI
local market.
O Marketing team should try to increase the availability oI Coke in rural areas.

BIBLIOGRAPY

ALL SECONDARY SOURCE OF INFORMATION ARE TAKEN FROM
SOME OF THE WEBSITES MENTIONED BELOW:

www.wikipedia.co
www.cocacola.com
www.thecocacolacompany.com
www.fotosearch.com