TEAM MEMBERS

Pranoti Pawar
Jyoti Pramanick
Anisha Rajadhyaksha
Raj Sawant
Ruchi Setia
Ankita Singh

72
75
77
81
83
97

 Coca cola is a cola (type of carbonated soft drink)

sold in stores, restaurants and vending machines.
It is produced by The Coca-cola Company (United
States).
The Coca-cola Company nearly offers 400 brands
in more than 200 countries or territories.
The Coca-cola Company (TCCC) only produces
concentrated
syrup which is sold in various bottlers
throughout the world who hold a coca cola
franchise.

Type

Soft drink

Manufacture

The Coca-cola Company

Country of
origin

United States (US)

Introduced

1886

Color

Caramel E 105d

Flavor

Cola , cola cherry, cola vanilla , cola

lemon , cola orange

Related
Products

Pepsi , RC cola , virgin cola , parsi cola,

COMPANY PROFILE
ACHIVEMENTS

Interbrands global brands score card

for 2011 Coca-cola No.1 in the world
brand estimated its brand value at
$78.861 billion. A coca cola company
nearly offers 400 brands
in more than 200 countries or
territories, and coca cola products
at rate of over 1.7 billion serving
each day.
Thanks a lot to Coke

MISSION
To refresh the world
To inspire moments of Optimism
To create Value and Make a
Difference
The Coca-cola promise says, quite
simple, that
The Coca-Cola Company exists to
benefit and refresh everyone who is
touched by our business.

VISION
People
Planet
Portfolio
Partners
Profit

COCA-COLA IN INDIA
Coca-cola, the corporate nourishing global
community with the worlds largest selling soft
drink concentrates since 1886 returns to India in
1993 after a gap of 16 years.
With the acquisitions of major brands in India it
went to be known as The Hindustan Coca-Cola
Beverages Pvt Ltd.
Hindustan Coca-Cola Beverages private limited is
a 100% company owned bottler.
The company has 3 business regions, and
operates out of 22 locations across India.
Their business model includes manufacturing the
beverages, distribution and sale trade.

PRODUCT FEATURE
Carbonated Soft Drink
Most Popular
Highest Selling Product
Uplifting Refreshment
Great Taste
Goes Well With Food
Made with carbonated water,coca leaves,
kola nuts, sugar, and aromatic
substances.

STRENGTH
Brand recognisation
Market Share
International Brand
Better Network
Bottling
Financially sound
Advertisement Policy

WEAKNESS
Health Issues
Water scarcity
Low Product
Availability
Significant focus on
carbonated drinks
market

SWO
T

OPPORTUNITIES
Growing Bottled Market
Large Domestic Market
Rural Areas
Invest on Outlets
Special Schemes
Cover Institutional Areas

THREATS
Substitute
Health Issues
Pricing
Impulse Customer
Seasonal
Competitors

BOTTLING

PEST Analysis
Government Interventions
Role Of FDA
Changes in government

Purchasing power
Fluctuating foreign
currency rate
Interest rates

Politica
l

Economic

Social

Technologic
al

Changes in lifestyle
Health consciousness
Environment friendly
packaging

Migration from Oracle

to IBM
Using of vending machines
Introduction of cans and
plastic bottles

BCG Matrix of coke Flavors

Market Share

Star

Low

Market Growth

High

High

Cash cows

Low

?
D
O
G
S

New

Existin
g

Market

Ansoff Matrix

Products
Existin
New
g
Product
Penetration
Coca Cola
classis

Developme
nt
Diet Coke

Market
Developme
nt
Coca Cola
Vanilla

Diversificati
on
Coke with
lime
Coca Cola
cherry

Marketing Objectives
FINANCIAL OBJECTIVES
Current

Planned

1)
Profitability

Rs. 119.7
billion

Rs. 131.67
billion

2) Market
share

Coke
26%
Diet Coke
15%

28%
17%

NON-FINANCIAL OBJECTIVES
1) Product awareness

Market Segmentation
Demographic segmentation:
1) Age
2) Income

 Psychographic
segmentation:
1) Socio-economic class
2) Lifestyle
) Behavioural Segmentation:
1) Occasions
) Benefit Segmentation:
1) Value for money
2) Refreshment

Targeting
Young generation
Customer needs
Urban areas
Rural areas

Positioning
Competitors
Customer Associations
Price

PRODUCT

PRICE

Core
Augmented
Actual

Cost Advantage
Developed forecast
Followed Penetration
Pricing

MARKETI
NG MIX
PLACE
intensive
Distribution
mass distribution
Rural and urban

PROMOTION
Above the line
Below the line

Marketing Budget

Category

Q3(in Rupees)

Q4(in Rupees)

Product Discounts

45,896

31,422

Special Offers

91,972

83,792

1,37,868

1,15,214

Newspapers

247 Cr.

125 Cr.

Television

387 Cr.

296 Cr.

53 Cr.

37 Cr.

Magazines

293 Cr.

204 Cr.

Billboards

250 Cr.

167 Cr.

57 L

45 L

1,230.57 Cr.

829.45 Cr.

29 Cr.

24 Cr.

653 Cr.

593 Cr.

94 L

95 L

2.6 Cr.

3.2 Cr

61 L

68 L

4.15 Cr.

4.83 Cr.

1916.73 Cr.

1451.29 Cr.

Promotions

Total

Advertising

Radio

Transit advertising
Total

Public Relations
Sponsorship
Total

Market Research
Web Research
Research Firm fees
Independent Research
Total
TOTAL EXPENDITURES

Marketing Control
Techniques
sales analysis
80
70
60
50

sales analysis

40
30
20
10
0

month 1 month 2 month 3

Consumer survey analysis

consumer survey analysis
80
70
60
50

consumer survey
analysis

40
30
20
10
0

October

November

December

Market profitability analysis

market profitability analysis
80
70
60
50

market profitability
analysis

40
30
20
10
0

October

November

December

CONCLUSION
Life
Maintains balanced
name
and desire.
Uses integration of
culture