Time to open happiness

1

The BusinessCoca-Cola Company

2

3

Introduction• The Coca-Cola company is the

largest corporation, manufacturer, retailer, distributor and marketer of non-alcoholic beverage concentrates syrups.

• It produces more than 500 brands in over 200 countries or territories and serves over 1.7 billion servings each day.

• It is the no#1 consumer product fan page of face book.

• It has a long history of acquisition. It has minute maid, odwalla, barq’s, Fuze, Thumbs up and Columbia pictures

Main Entrepreneurs of Coca Cola

5

John Stith Pemberton: Who made Coca Cola and began to sell this product to people.

Asa Candler: Who bought the formula of Coke and began its marketing which increased the sales

Robert Woodruff: Who bought the company from Asa and because of his performance, marketing and selling technique Coca Cola got world wide recognition.

6

• Coca-Cola was born on Atlanta Georgia, on May 8, 1886.

• Cola drink was first introduced by John Pemberton, a pharmacist. It was that day when the drink was proclaimed, “ Delicious and Refreshing”.

• Cola originated as a soda fountain beverage, selling at about 5 cents per glass.

• In 1887, Asa Candler bought the formula of Cola from John Pemberton and it due to his marketing the sales increased up to 4000% between 1890 and 1900.

History

7

Visions• To become the best place to work for people• To present the world a quality beverage brand.• To make a difference by helping, building and

supporting sustainable communities.• Being highly effective and fast moving

organization.Missions• To refresh the world and inspire moments of

happiness and optimism.• To create value and make a difference.

ValuesLeadership: The courage to shape a better futureCollaboration: Leverage collective geniusIntegrity: Be realAccountability: If it is to be, it's up to mePassion: Committed in heart and mindDiversity: As inclusive as our brandsQuality: What we do, we do well 8

Products of Coca-Cola Company

Life Cycle of happiness

10

COMPETITORS

There are many competitors of coca-cola company and some of them are mentioned below:

Pepsi.Mountain Dew.DR. PepperParle Agro.Nestle.

PepsiCo VS Coca-Cola ?

When drank together people could differentiate the taste.

If you are comparing the original Coca-Cola and the original Pepsi COLA, Coca-Cola has 1 gram less carbonation than Pepsi.

No doubt, Coca Cola is the worlds no 1 beverage company but in few countries like Pakistan PepsiCo has won more votes by people

14

Strategy

• focus on aggressive marketing has been the cornerstone of the culture and strategy of its business.

• Coca-Cola always made expansion efforts.

• Coca-Cola not only produces soft drinks but it also serves energy drinks, tea, juice drinks and water.

• Acquisition for gaining competition advantage.

15

• The most important factor of the Coca Cola company is it’s employees.

• Coca-Cola is selling its product to the multinational organizations like MC Donald's, KFC, Sub-way, Dunkin Donuts and also keeping local market in focus.

• Coca-Cola is focusing on public by charitable contributions.

• Coca-Cola’s value and future development plans lead to increase in the interest are holders.

16

Organizational structure

It introduced decentralization in 90s.

Organization has two operating groups. One is bottling while the other is the corporate.

There are also operating groups. Divided on the basis of six strategic units or continents.

These are further divided geographically.

The Coca-Cola major departmentalization

Global business is organized into six geographic Operating departments:

1. Africa2. Pacific 3. European Union 4. Latin America 5. Eurasia 6. North America

18

the head of the Canadian division reports to the president and COO of the North American Group. That president reports to the CFO, who reports to the Office of the General Counsel. The General Counsel then reports to the CEO

Coca-Cola company has an executive committee of 12 officers. The head of executive committee acts as the figure head of company, chairs the board meeting, acts as CEO and therefore, the senior decision maker.

The other executives are either responsible for regions or have an important business specialism.

Corporate

19

Company head

Marketing Manufacturi

ng and research

Administration

Internal decision

Marketing

Manufacturing and research

Area Managers

EuropeArea staff

Country subsidiary

AfricaArea staff

Country subsidiary

North and South America

Area staff

Country Subsidiary

Middle and far East

Area staff

Country Subsidiary

Administration

Finance

Strategic planning

Finance Strategic planning

Departments Command Chain

DEMOGRAPHIC

GEOGRAPHIC

BEHAVIOURAL

PHYCHOLOGICAL

20

Market Segmentation

MARKETING MIX

PRICING: Coca Cola products distributed according to size and price.

PLACE: Coca Cola is available all over the world. The distribution system of coca cola the FMCG distribution pattern.

PROMOTION: Coca Cola adopts various advertising and promotional strategies to create and increased demand in market by associating with life style and behavior and mainly targeting value based advertising.

MARKET OBJECTIVES

22

• To enable a company to control its marketing plan

• To help to motivate individuals and to reach a common goal.

• To provide an agreed, consistent focus for all functions of an organization.

• Further expansion of business.

Situational Analysis

23

Though Coca Cola is number one beverage company but it still has failed to acquire all the hearts. In few areas like Pakistan, Pepsi beats Coca Cola.

Slow decision taking process due to large organizational structure. If in the meantime the competitor starts producing the same product it might result in loosing customers.

The late exploring of new markets of Coca Cola may result in advantage for competing companies.

Awareness of people, concerning the diseases and harmful affects of soda drinks.

Cases and blames on Coca Cola Company.

Product recall, which resulted in ban of Coca Cola in Brazil.

24

IT is feared that the water used in Coke may be un health and contain pesticides.

The mineral waters were claimed as tap waters.

The company’s diplomatic nature in world war.

Coca Cola’s children time advertisement.

Cokes declaration as harmful for people by nutritionist resulted in fall of customers.

Diet Coke which was introduced, contained more sweeteners than coke itself.

The use of caffeine cause physical dependence.

25

CSR Activities of CokeThe company is working on different health, educational and environmental projects, primarily for the welfare of the less privileged in the society.

It has also been among the first to respond to natural disasters, be it floods or earthquakes, arranging relief for the unfortunate victims and participating in their rehabilitation effort.

Its Water and Environment Conservation project undertaken with the WWF entailed plantation of more than 30,000 trees, 72 rainwater harvesting schemes, nurseries for 10,000 multipurpose trees and water filtration plants access for 10,000 people. It also included a Rs 29 million component for the clean up of Lake Saif-ul-Maluk.

Coca-Cola has also supported the establishment of the Vocational Education Centre for the Disabled

26

Right after the flood disaster in Pakistan, the Coca-Cola System was one of the first to start an aid campaign in Pakistan.

CCI transfers a certain portion of its earnings before tax to organizations that create social benefit. The “Life Plus Youth Program” is one of the programs supported in this context.

FOR A CLEANER HAZAR: The project aims to reduce the damages of camping tourism on the ecological areas on the shore of the Hazar Lake by ensuring an ecologically sound camping tourism in the region.

The Kashf Foundation has been working in Pakistan for poverty alleviation with the vision of providing financial services to poor households, especially women, since 1996.

External Environment

27

• Political Factors

• Economic Factors

• Social Factors

• Technological Factors

Internal Environment

28

Shareholders

Employees

NGO’s

Suppliers

Government

Consumers

Distributors

Partners

PHOTOS OF US AND HAPPINESS

30

The Vice President of the Italian Confederation of Industries, Alessandro Laterza, presented the 2011 Aretè Prize for the best social programme to the Coca-Cola company.

• COCA-COLA WIN 2011 ARETE PRIZE FOR BEST SOCIAL PROGRAMME:

• COCA-COLA AWARDED FOR ITS HEALTH CAMPAGIN ON SAFE DRIVING:

Coca-cola start the health campaign on safe driving and awarded for this campaign at 2012 and the NGOs decided awarded to the coca-cola company.

Awards Of Coca Cola

31