PRESENTATION ON COCA-COLA

COMPANY OVERVIEW • A leading manufacturer,

distributors and marketer

of non-alcoholic beverage

concentrates and syrups

• The company owns more

than 200 brands

• It operates in 200 companies

• The company headquarters

are in Atlanta, Georgia

HISTORY OF COCA-COLA

• The first coca-cola recipe was invented in covington,Georgia, by JOHN STITH PEMBERTON, originally as a coca wine called

“pemberton’s French Wine Coca in 1885 .

HISTORY CONT ..• The first sale were made at

Jacob’s pharmacy in Atlanta,

Georgia, on may 8,1886, and

for eight month only nine drink

were sold each day .

• It incorporated in 1892 as

• Coca-Cola Company

Fun Fact 1:3.1% of all beverages consumed around the world are Coca-Cola products

Of the 55 billion servings of all kinds of beverages drunk each day (other than water), 1.7 billion are Coca-Cola 

MISSION

• Our roadmap start with our mission which is enduring. it declares our purpose and serve as standard against which we weight our actions and decision.

• To refresh the world

• To create a value and make

• a difference

VISION • People: Be a great place to work where people are inspired to be

the best they can.

• Portfolio: Bring to the world portfolio of a quality beverage brand that satisfy consumer desire and need.

• Partners: Nurture a winning network of customers and suppliers together we create a mutual enduing value.

• Productivity: Be highly effective, lean and fast moving organization.

• Profit: Maximize long-term return to shareowners while being mindful of our overall responsibilities .

VALUES

• Leadership : To courage to sharp a better future

• Collaboration : Leverage collection genius

• Integrity : Be real

• Accountability : If it is to be, it’s up to me

• Passion : Committed in heart and mind

• Diversity : As inclusive as our brands

• Quality : What we do , we do well

HIERARCHY

Muhtar KentChairman of the Board and Chief Executive OfficerThe Coca-Cola Company

Herbert A. AllenPresident and Chief Executive OfficerAllen & Company Incorporated (a privately held investment firm)

BOARD OF DIRECTORS

Ronald W. AllenAdvisory Director, former Chairman of the Board, President, and Chief Executive Officer

Cathleen P. BlackChairmanHearst Magazines

Barry DillerChairman of the Board and Chief Executive Officer

Alexis M. HermanChair and Chief Executive OfficerNew Ventures.

Donald R. KeoughNon-Executive Chairman

Maria Elena LagomasinoChief Executive OfficerGenSpring Family Offices,

OBJECTIVE OF COCA COLA

Currently the company‘s objective is to

“Increase the volume of sales up to the maximum level as much as possible during the current fiscal year.” The company sets its objective keeping in view the past performance, Historical trends, current market position, economic condition, macro environment and micro environment factors, social values, market size and growth rate ,future expectations and predictions

MARKETING STRATEGIES OF COKE:

Their six strategic priorities are:• Accelerated soft drink growth, led by the coca cola• Selectively broaden their family of beverage brand drive to profitable growth• Growth system profitability and capability together with their bottling partners• Serve customers with creativity and consistency to generate growth across all channels• Direct investment to highest potential area across market• Drive efficiency and cost effectiveness every where.

Fun Fact 4:Coca-Cola spends more money on advertising than Microsoft and Apple combined

Coca-Cola advertising budget (2010): $2.9 billion

Microsoft advertising budget (2010): $1.6 billion

Apple advertising budget (2010): $691 million

PRODUCT, PRICE, PLACE, PROMOTION

PRODUCT

• Wide range of soft drinks.

• World’s most favourite brand

• Consumers will the coke product because of buy  the high standards and  quality of the Coca Cola products

PRODUCT LINE Total number of coca cola products is 3,500 worldwide

PRODUCT LINE IN PAKISTAN

PRICE• Price strategies are important to Coca Cola because the price

determines the amount of sales and profit per unit sold.

• Pricing is done keeping in view the increasing with Pepsi

•  Pricing is basically standard for all over the world

• Each sub-brand of Coke has different pricing strategy according to the market and its segments

PLACE AND DISTRIBUTION

• The place P of the marketing mix refers to distribution of the product  the ways of getting the product to the market

• The distribution of products starts with the producer and ends with the consumer.

• Coke sets its own distributions directly to stores Supermarket

• Wide scale distribution

PROMOTION

• The promotional mix is the combination of personal selling, advertising, sales promotion and public relations that it uses in its marketing plan. Above the line promotions refers to mainstream media: Advertising through

Radio

transport

Billboards

newspapers

Magazines

SALES PROMOTION ACTIVITIES• Coca-Cola Cricket

• Coca-Cola Concerts

• Coca-Cola Food Mela

• Coca-Cola Basant Festival

• Coca-Cola Ramzan Campaign

SWOT ANALYSIS

• Popularity

• High quality and standards

• Proper Time Delivery

• The best global brand in the world in terms of value

• World’s largest market share in beverage

• Strong marketing and advertising

STRENGTHS

• Brand Equity

• Fantastic marketing strategies

• Customer Loyalty

• Distribution network

• A lot of finance

STRENGTHS CONT…

WEAKNESS• Lack of popularity of many coca cola’s brands. 

• Negative publicity

• High cost of marketing

• Non –Availability in small towns

• Brand failures or many brands with insignificant amount of revenues

• Health problem

OPPORTUNITIES

• Bottled water consumption growth

• Increasing demand for healthy food and beverages

• Growing beverages consumption in emerging markets

THREATS

• Competition from PepsiCo

• Changes in consumer tastes. 

• Strong dollar

• Legal requirements to disclose negative information on product labels

• Decreasing gross profit and net profit margins

Fun Fact 2:Coke makes so many different beverages that if you drank one per day, it would take you over 9 years to try them all.

Coca-Cola has a product portfolio of more than 3,500 beverages (and 500 brands), spanning from sodas to energy drinks to soya-based drinks

COMMUNICATION CHANNELS

INSIDE COMMUNICATION CHANNELS

• Face-to-Face

• Written

• Memo

• Letter

• E-mail

OUTSIDE COMMUNICATION CHANNEL• Print media

• Internet/social media

• TV commercial

• outdoors advertisement/Billboards

• newspapers

• Magazines

• newsletters

CELEBRITY ENDORSERS

COMPETITORS

LOCAL COMPETITORS