Coca Cola

Description
 The Coca-Cola Company is the world's
largest beverage company, largest
manufacturer, distributor and marketer of
non-alcoholic beverage concentrates and
syrups in the world
 31,000 people
 230 other soft-drink brands sold by and its
subsidiaries in nearly 200 countries around
the world.
 16 million consumers
Objective
 Increase volume
 Expand share of world wide
beverages sales
 Maximize long term cash flows
 Improving economic profit
Sales
Target Market
 Youth
 Fast food goers
 Coca-Cola's diet soft drinks are targeted at consumers
who are older in age, between the years of 25 and 39.
 PowerAde sports water target those who are fit,
healthy and do sport.
 Winnie the Pooh sipper cap Juice Drink target children
between the ages 5-12.
 The Coca-Cola Company when advertising, has a
primary target market of those who are 13-24, and a
secondary market of 10-39.
4 P’s
 Place:

 Promotion:

 Price:

 Product:
 Product
RegularCoca-Cola · New Coke
· Caffeine-Free Coca-Cola
· Coca-Cola Cherry
· Coca-Cola with Lime
· Coca-Cola Vanilla
· Coca-Cola Citra
· Coca-Cola Black Cherry Vanilla
· Coca-Cola Blāk · Coca-Cola with Lemon · Coca-Cola Raspberry

DietDiet Coke/Coke Light

· Coca-Cola C2
· Coca-Cola Zero
· Coca-Cola Cherry Zero
· Coca-Cola Light Sango · Diet Coke Plus · Coca-Cola Orange
Products
Promotion
 Cricket
 Holdings and bill boards
 Concerts
 Food mela
 TV commercials
 Shop festival
 Party in a park
 With Nokia, Mazza, Mac Donalds
Place
 Eurasia & Africa Group
 Eurasia & Africa Group: Ahmet C. Bozer
India & South West Asia Business Unit: Atul Singh
Middle East & Southern Eurasia Group Business Unit: Iain McLaughlin
Middle East Business Unit: Alexis Sacre
Southern Eurasia Business Unit: Selcuk Erden
Russia, Ukraine & Belarus Business Unit: Zoran A. Vucinic
Turkey Business Unit: Galya Frayman Molinas
East and Central Africa Business Unit: Nathan Kalumbu
North and West Africa Business Unit: Curtis A. Ferguson
Nigeria Business Unit: Islay Rhind
South Africa Business Unit: William (Bill) Egbe

 Wholesalers/distributors
 Retail/corner stores
 Restaurants, petrol stations
 Consumers

Pricing
 Competition-based pricingCoca-Cola products are usually priced
below, above or equal to its competitors' prices.
 For example, during Easter (2003) sale periods (Coca-Cola vs.
Pepsi)
 :Coca-Cola soft drinks 2L - $1.68
 Pepsi soft drinks 2L - $1.87
 Coca-Cola soft drinks 375 x 18 - $9.98Pepsi soft drinks 375 x 24 -
$9.98
Coke, Fanta, Lift, SpriteCoke, Fanta, Lift, SpriteCoke, Fanta, Lift,
SpriteCoke, Fanta, Lift, SpriteCoca-Cola soft drinksCoca-Cola soft
drinks
PowerAde2L bottle1.25L bottle600mL
bottle300mL bottle375 x 30 cans375 x 18 cans ---$2.57$1.35$2.10 -
$2.30$1.30$17.87$12.98$2.80
Pricing
•

Coca Cola Pricing Strategy

 Throughout the years Coca Cola has made many pricing decisions
but one might say that their ultimate goal has always been to
maximize shareholder value.
 . In 2003 both Coke and Pepsi had a solid presence in India and
had each introduced a 300mL bottle. In order to grab market share
Pepsi began to drop prices (even with summer approaching, which
was contrary to policy in America). Shortly thereafter, Coca Cola
decided to drop their prices slightly, but focused on the reduced
price point of their 200mL container. As discussed in articles from
financial express and rediff.com, Coca Cola planned to use the
lower price point to penetrate new cities that were especially price
sensitive. The carbonated soft drink market in India is nearly 37%
of the total beverage market there.
This low price strategy was not unfamiliar to Coca Cola. As
referenced in the HBR article,
Cola Wars Continue: Coke & Pepsi in the Twenty-First Century, both
bottlers utilized a low price strategy in the early 1990s. After
annihilating the low price store brands, Coke chose to reposition
itself as a "Premium" brand and then raise prices.
RECYCLE
Competition

 PEPSI: A quote from Pepsi Co's CEO

"The more successful they are, the
sharper we have to be. If the Coca
Cola company didn't exist, we'd pray
for someone to invent them."

 Other beverages like tea, coffee,

other soft drinks….