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COMPANY CASE STUDY

SUBMITTED BY:Deep Mukherjee Neeraj kr. Sinha Priyanka Gautam Shradha Biyani Sabyasachi Ghosh

COCA-COLA

COCA COLA MADE BY : JOHN PEMBERTON S The coca cola drink popularly referred to as coke ,is a kind of cola, sweet carbonated drink containing caramel and other flavoring agents. It was invented by DR.JOHN SMITH PEMBERTON on may 8, 1886, at Atlanta in the U.S. The beverages was named coca cola because it contained extracts of coca leaves and kola nuts. Frank M Robinson suggested that it should spell coca cola instead of coca kola because the two Cs should look better while advertising.

COCA-COLA

In The Olden Days


Coca-Cola sold only 25 bottles in the first year

 Coca-Cola Company is the world's largest Coca-Cola nonalcoholic beverage company.  Within our more than 400 brands are nearly 2,400 beverage products. Four of the world's top-five beverage products. soft-drink brands which are TODAY formulated to appeal to local cultures and lifestyles.

300 Brands 200 Nations

COCA-COLA

LOCAL COMPETITORS
COUNTRY COMPETITORS BRAND

SOUTH AND KOLA REAL CENTRAL AMERICA SWEDEN JUL MUST SCOTLAND IRN BRU TURKEY TURKA COLA CHINA FUTURE COLA UK ROBINSONS DRINK INDIA PEPSI AND THUMBS UP
COCA-COLA

THE COCA COLA COMPANY


HEADQUARTERS ATLANTA, GEORGIA- USA

CHAIRMAN AND CEO MUHTR KENT AREA SERVED WORLDWIDE NET INCOME US $ 4.2 billion

COCA-COLA

COCA-COLA

RECOGNITION OF THE BRAND


Coca cola has to face many counterfeits in the market and had to spend huge sum of money on educating its customers on how to recognize the genuine product. In 1916 the hobble skirt design bottle was designed by Root Glass Company. The design became as famous as the coca cola trademark. In 1923 Robert Woodruff became the president of coke. He believed in product quality and started a QUALITY DRINK . In 1933,it introduced automatic fountain dispensers that automatically prepared the finished drink. W

Earl R. Dean's original 1915 concept drawing of the contour Coca-Cola bottle
COCA-COLA

ROAD OF SUCCESS FOR COKE


In 1980, Roberto Goizueta became the chairman of coke . It described him as a man with global vision. In 1985 coke changed its old formula to make its product tastier with Pepsi . Customers were vocifererous in their demand for the original taste. In 1982,Diet Coke was introduced as a low calorie soft drink for health conscious customers. In 2005, Coca Cola had operations in over 200 countries selling more than 400 brands like packaged drinking water , Coffee, Juices, Tea, apart from Soft Drinks Products. The major Brands of in the world are: 1.Coca Cola. 2.Diet Coke. 3.Fanta. 4.Sprite. It has other popular brands such as Fruitopia, Minute Maid , POWERrade , Dasani water
COCA-COLA

COCA COLA CODE OF CONDUCT


Coca Cola considered its employees to be the representative of the company and expected them to act with honesty and integrity. The code of conduct covers various aspect such as:  Employee Responsibility  Conflict Of Interest  Financial Record  Use Of Company Records  Working With Customers and Suppliers  Working With Government  Protecting Information  Administration Of Code
COCA-COLA

Market challenges in Mexico


Competitor The chief competitor for coca-cola in mexico was Pepsi .However , coca-cola also faced stiff competition from big cola Strategy Big cola was priced very low when compared to the price of coca-cola. This low price strategy made a big impact on the Mexican soft drinks market because half of the population was poor & had low purchasing power.
COCA-COLA

Business of coca cola


TRADE PRACTICES IN MEXICO Mexico was a very important market for coca-cola as the country was second, after the US ,in terms of per capital consumption of soft drinks in the world. Over the years , some of the highest profit margins for coca-cola in its overseas operations came from Mexico. Coca-cola was the no. 1 seller of soft drinks in Mexico with a 70% market share. Coca-cola largest bottler in Mexico was coca-cola femsa (CCF) in which coca-cola had a 40% stake.

COCA-COLA

Coca Cola In Indian Market


Coca-Cola India (CCI) .The country s largest Carbonated Soft Drinks producer refreshes millions of consumers through the exciting range of beverages through a network of more than one million outlets The company s product range and marketing reflect Indian tastes and lifestyles and company is deeply involved in the life of the local communities in the country. 25 wholly- owned- company-owned bottling operations, 24 franchisee-owned bottling operations. These are only some of the facts that speak about their commitment to the growth of the Indian Economy.

COCA-COLA

Bottling Plant In India


The Hindustan coca cola beverages pvt Ltd. had established a bottling plant at Plachimada locality in Palakkad district in Kerala The unit was established in 1998-99 in 40 acre plot that had previously been used for irrigation of paddy and other food crops The factory site located in the proximity of a main irrigation cannel that drew water from a nearly barrage and reservior
Coca-cola

Issue Of Bottling Plant In India


It was alleged that Coca Cola had dug more than 65 bore wells in the plot to extract groundwater for production and operations. It was estimated that everyday 15 million litres of groundwater were extracted free of cost and used for production and bottle washing. The bottle washing operation involved the use of chemicals and effluents, leading to the contamination of groundwater. Another by product of bottle washing was a foul smelling dry sediment sludge waste .It was sold to farmers as a fertilizers. It was also argued that it contains high level carcinogenic heavy metals like calcium and lead. It was alleged that when the farmers came to know that its toxic and raised protests

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COCA-COLA

Allegation face of coca cola


1.Coke was accused of depleting underground water sources of releasing improperly releasing water. 2. It was reported that ground water turned turbid or milky on boiling and was unfit for consumption. 3.The by product of the bottle washing was a foul smelling dry sediment sludge waste. 4.It was alleged that coca cola had dug more than 65 bore well in the plot to extract the groundwater for production and operations. 5.it was estimated that everyday 15 million litres of groundwater were extracted free of cost and used for production and bottle washing. 6.the centre foe science & environment published a report which revealed that 12 soft drinks brands said by coca cola and Pepsi in India had pesticide level for higher than what was permitted by European Economic commission {EEC} 7.some of the main pesticides found inCOCA-COLA drink brands sold by coca cola and Pepsi the soft

Response Of Coca Cola


Coca cola Rebutted the charges against its bottling plant at Plachimada, Kerala. The study was conducted a study conducted in October 2002 by Dr. R. N. Athvale a scientist at the NGRI which concluded that there was no evidence of over exploitation of the ground water Another report was prepared by plalakkad district environment protection council in June 2002.They too rejected these allegations and attributed the depletion to a decrease in rainfall over the years . Coca Cola stated that technology used for waste water treatment at the plant was among the most advanced in the world. The procedures for treatment and discharge of effluents complied with standard and norms set by KSPCB. Coca Cola said that the dry sediment slurry waste or sludge a by product of its operations was not harmful .The sludge was made up of organic & inorganic material that would not contaminate the land. coca cola conducted an internal investigation and said that they found no evidence regarding the allegation. 4.in reference to the charges against its bottling plant at plachimada, Kerala. the company said that the plant was not responsible for the depletion of the underground waterable.
COCA-COLA

Market strategy in India


Competitor : Pepsi primary competitor Nestl Dr Pepper Snapple Group Groupe Danone Kraft Foods Unilever

Communication In rural and urban market: market:


Coca-cola s brand ambassador Aamir Khan connects himself with the people very well in rural as well as urban market.

Pricing: Low disposable incomes Most of whom are on daily wages cannot spend much. In 2002, Coca-cola launched CHOTA COKE (200ml of bottles) priced at Rs 5
COCA-COLA

FACTS OF COCA COLA


Coca-Cola' is the most recognized trademark, recognized by 94% of the world's population In a competition who can drink the most coke in one go one drank 8 bottles of coke and died on the spot In Hong Kong it is sometimes served hot as a remedy for colds Coca- cola was first green color. Coca-Cola is called Coca-Cola because of the original ingredients used in the medicine, Coca leaves and Kola seeds.
COCA-COLA

Comparison of key financials of the year 2003-2005 2003-

YEAR Total Revenue

`DEC 31,2005 23,104

Dec 31 ,2004 21,962

Dec 31 ,2003 21,044

Gross Profit

14,909

14,324

13,282

Operating Profit

6,085

5,698

5,221

Net Profit

4,972

4,847

4,347

COCA-COLA

Porter s 5 forces
Entry Barriers are HIGH Rivalry among competitors HIGH Bargaining power of suppliers Moderate Bargaining power of Consumers Moderate Threat of substitute - Moderate
COCA-COLA

SWOT Analysis
STRENGTH WEEKNESS OPPORTUNITY THREAD

COCA-COLA

STRENGTH
1. 2. 3. 4. Major brand in India at that time. Has his strong base of capital. Already a well known brand in India & abroad. Has multimillionaire stars & personality like Aamir khan as his brand ambassador. 5. Has launched its product in a very low price @ rs.5. 6. Most of the common man like this as a refresher.

COCA-COLA

WEAKNESS
1. Word of mouth is probably a strength and weakness of ever company had its bad patch during the controversy in India 2. Change in taste and preferences. 3. Another weakness that has been greatly publicized is the health issues that surround some of their products.

COCA-COLA

OPPORTUNITY
1. After coming out from controversy discovered a market of south east Asian countries. Becomes the leader in soft drinks company in India. Started to give full sponsorships in many of the Indian sports like cricket, football, etc. Has got special privileges from the govt. Has become the world leader since than Has earned a turnover of more than Rs 4.2 billion dollars last fiscal year. 2. 3.

4. 5 6.

7 . Has been rated as the most safest brand in India by ministry of health & family welfare.
COCA-COLA

THREAT
Even though Coca Cola and Pepsi control nearly 40% of the entire beverage market, the changing health-consciousness attitude of the market could have a se effect on Coca Cola. In today s world, people are constantly trying to change their eating M and drinking habits. This could directly affect the sale of Coca Cola s products. Other threats are of course the competition. Coca Cola needs to be careful that Pepsi does not grow to be a more successful drink. Other product such as juices, coffee, and milk are threats

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COCA-COLA