coca cola project

Sit Back And Enjoy

“Business Awareness Presentation ”

VIGNAN INSTITUTE OF TECHNOLOGY AND MANAGEMENT

Presented By :-

Sandeep Kumar Hazra


IntroductionThis project is focused on studying the coca cola company .

Coca-Cola is a carbonated soft drink sold in stores, restaurants, and vending machines throughout the world.

Coca cola co. the global soft drink industry leader controlled Indian soft drink industry till 1977 . After which they backed and withdrew from India as they were asked to transfer its syrup formula to the govt.

In 1993 coca cola company came back to India . Pepsi and parle became the major competitors . At the time parle had a

market share of 53% and Pepsi had 20% Coca cola decided to take over parle so that the company can take the

advantage of parles network and had 2,00,000 retailer outlets and 60 bottlers of parles network.

These all led to a market share of 48.3% in 1998 and had the brands such as thumps up , limca ,maaza .


Logo

The Coca-Cola logo was created by, Frank Mason Robinson, in 1885

http://en.wikipedia.org/wiki/File:Coca-Cola_logo.svg


To refresh the world To inspire moments of optimism and happiness To create value and make a difference

Mission Statement


Vision statementThe vision of Coca-Cola is the framework for their guides of every aspect of its business. It is presented in 5Ps: 1. People

2. Portfolio

3. Partners

4. Planet

5. Profit


Chief Executive Offi cer

MUHTAR KENT Chief Executive Officer of The Coca-Cola Company


BOARD OF DIRECTORS

Muhtar Kent Howard G. Buffett Evan G. Greenberg Herbert A. Allen Richard M. Daley Alexis M. Herman Ronald W. Allen Barry Diller Robert A. Kotick Ana Botín Helene D. Gayle Maria Elena Lagomasino Sam Nunn James D. Robinson III Peter V. Ueberroth


History Invented in May of 1886 by Dr. John Styth Pemberton.The coca cola formula & brand was bought in 1889 by Asa Candler who

incorporated the coca cola company in 1892.However the bottling business began in 1899 when two businessmen Benjamin F. Thomas & Joseph B. Whitehead , secured the exclusive rights to bottle and sell Coca-Cola for most of the united states from the Coca-Cola company. It returns to India in 1993 after a gap of 16yearsThe coca cola got approval from the govt. of India in July 1996 for setting up a

company With the acquisition of major brands in India it went on to be known as The

Hindustan Coca-Cola Beverages Pvt. Ltd.The company has stepped forward for reaching 300million soft drinks consumer

through 7,00,000 retail outlets in India From 1993 -2003 coca cola invested more than US $ 1 billion in India .


Profi leCoca cola enterprises , established in 1886 , is a young company by the standards

of the Coca-Cola system. The coca cola company is the worlds largest beverage company . They operate in

more than 200 countries & markets more than 2800 beverages products . Headquartered at Atlanta, Georgia . Coca-Cola employs more than 700,000 people worldwide In INDIA, its head office is situated in Gurgaon, Haryana The company operates out of 22 locations across India The Coca-Cola system in India has already invested USD 2 Billion till 2011, since

its re-entry into India The company will be investing another USD 5 Billion till the year 2020. It has 4 regional offices in India It has Over 50 manufacturing locations in India


Headquarter

Atlanta, Georgia


PRODUCTS

WORLDWIDE SHARE AND GEOGRAPHICAL DISTRIBUTION


PRODUCT WISE MARKET SHARE



38%

32%

20%

10%

2009coca-cola

pepsico

Dr. pepper snapple group

others

37.20%

30.20%

21.40%

10.00%

2012 coca-cola

pepsico

Dr. pepper snapplegroup

others

Soft Drink Market Share


COMPETITOR

Pepsi, the flagship product of PepsiCo, The Coca-Cola Company's main rival in the soft drink industry, is usually second to Coke in sales

In South and Central America Kola Real, known as Big Cola in Mexico, is a growing competitor to Coca-Cola

French brand Mecca Cola and British brand Qibla Cola are competitors to Coca-Cola in the Middle East.

Mountain Dew

Assets

2013 (Amount In Million $)


Short term investment

6707 5017

Marketable securities

3147 3092

inventories 3277 3264

Prepaid expenses

2866 2781

goodwill 12312 12255

Cash in hand 10414 8442

Property, plant &equipment

14967 14625

Total assets 53690 49476

Liabilities 2013 (Amount In Million $)


Accounts payable & accrued expenses

9577 8680

Short term loans 16901 16297

Current liabilities

1024 1577

Long term debt 19154 14736

Capital surplus 7034 8186

Total liabilities 53690 49476


Financial position in 2012 & 2013

The Coca-Cola Company -NYSE

40.12

0.21(0.53%) 1:58PM GMT - Nasdaq Real Time Price

Prev Close: 39.91Open: 40.00Day's Range: 39.99 - 40.35EPS : 1.60

Earnings Date: 13 Apr - 17Apr(Est.)



Target Market Of Coca-cola•Coca-Cola takes every customer as target and potential who is thirsty.•All age groups are being targeted but the most potential is the age group from 18-25 that covers around 40% of total age segment.•AGE:-The target market for the Coca-Cola is based on age. The audience of Coca-Coal is the youth. It has wide range of targeting. It ranges from the age of 15-25 and reaches to 40.

•GENDER:- Coca-Cola segments INDIAN market with a percentage ratio of 58% females and 42% males.•OCCUPATION:- students and family oriented people.•NATURE:- Fun loving and entertainment loving.•SOCIO ECONOMIC STATUS:- Upper lower and lower class

M a r ke t i n g M i x & S t r a t e g i e sThe marketing mix is based on the 4 P’s Product

Price Promotion Place


PRODUCT The business has over 300 brands of beverages around the

world with the main ones being Coke, Fanta, Lift, Sprite, Fruitopia 100%

Fruit Juice, and PowerAde. The Coca-Cola Company packages its beverages into plastic

bottles of sizes 2 litres, 1.25 litres, 600mL and 300mL. These are also available in aluminum cans of 375mLPRICECompetition-based pricing Coca-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 - $9.98 Pepsi soft drinks 375 x

24 - $9.98 Psychological pricing Most of the Coca-Cola products use

this method of pricing. For example, for a pack of 375mL x 18 cans of Coca-Cola soft drinks it is priced at $9.98 instead of $10.00.This strategy makes consumers perceive the products to be cheaper.


PROMOTION It mainly uses the television. There are many television advertisements on Coca-Cola products. This source allows the company's products to reach a large audience. The company also uses the radio as another source of advertisement. This is a cheaper

source of approach compared to the television. Recently, the company benefited from its involvement in the world's celebrated games such as the

Olympics and the FIFA World Cup. Where millions were watching these games, the business had substantial advertising and promotions of the company's brands.

PLACEIndirect distribution The Coca-Cola Company uses intermediaries in its distribution. That is, the company does not sell its products directly to its consumers. The Coca-Cola Company uses the intensive distribution strategy. The business's products are sold in almost every outlet including: · retail outlets, small shops, restaurants · petrol stations , schools · sports and entertainment venues

MARKET SEGMENTATION OF COCA-COLA• Coca-Cola serves its products using mass market technique. Which obviously falls in undifferentiated

marketing and undifferentiated marketing means no segmentation, but there are minor factors on

which we can say that the coke segments its products and then targets the customers somehow.

• These factors are as follows.

1. GEOGRAPHIC SEGMENTATION:

INTERNATIONALLY

CLIMATIC

LOCALY

2. DEMOGRAPHIC

AGE

FAMILY TYPE

INCOME

3. PSYCHOGRAPHIC:VIGNAN INSTITUTE OF TECHNOLOGY AND MANAGEMENT

Human resources at Coca Cola CompanyManagement at Coca Cola Company focuses on the acquisition and retention of highly skilled and knowledgeable employees so that it can maintain its top position in the market. It treats these resources as an asset.

Job Analysis And Designing Coca cola company HR department check its own job description and job analysis in which they get the

information about employees work activities, human behavior, performance standard, job context and human requirements and also other information related to this conduct. HR department of Coca cola used this information for Recruiting, selection, compensation, performance

appraisal, training, and employee’s relationship.

Planning and Forecasting Coca Cola HR department involves in company strategic planning and they also make sufficient planning

for hiring new employees in the future After planning they send this report to the head office for approval. If they get approval from the head office then they start recruitment process

They are careful about employees’ health and benefits. They give following compensation and benefits:Basic salary Pick and dropBonus Gratuity fundMedical facility Social security

Employees Happiness



• Brand value $77,839 billion

• Worlds largest beverage company

• Strong marketing and advertising

• Reliance on carbonated drinks

• Lack of diversification

• Negative publicity

• Changing user demand for competitor drinks

• Increased competition in carbonated drink industry

• Local brands in different countries

• Growth in beverage consumption

• Increase bottled water demand

• Reduced price of production material

STRENGTH WEAKNESS

THREATOPPORTUNITY

S.W.O.T ANALYSIS


B R A N D A M B A SS A D O R S

Serial No. Job Title Location Experience

1 Area Capability Development Manager Multiple Locations 3-5 years

2 Factory Manager Wada, Mumbai 8-12 years of experience

3 Zonal Safety Manager Andhra Pradesh 8-10 years experience

4 Zonal Supply Chain Head Bangalore, Karnataka10-12 years of relevant work experience

5 Maintenance Manager Wada, Mumbai 10+ yrs (Especially in Utilities)

6 Operational Excellence Manager DelhiMinimum 10 years - with working experience in Di

7 Shipping Manager Chennai 4-7 years of FMCG experience

8 Safety Manager Wada, MumbaiMinimum 8 years in factory. Minimum 4 years as S

10 Working Capital Manager - General Trade Chennai4+ years of post Qualification experience

JOB OPPORTUNITY


http://www.hindustancoca-cola.com/Current_Opening_Details.aspx?id=26


ACHIEVEMENTS Awards

2014 U.N. Women’s Empowerment Principles Leadership Award

2014 Award for Corporate Excellence (Secretary of State)

2014 Industry Champion of the Year Award (Sustainable Bio Award)

2014 Best Global Initiative for Women’s Economic Empowerment

Rankings

CoreBrand: America’s Most Respected Brands - #1

FORTUNE: World’s 50 Most Admired Companies - #6

FORTUNE: World’s Best Multinational Workplaces (Great Place to Work) - One of 25

Universum Global: World’s Most Attractive Employers - #23

Forbes: World’s Most Valuable Brands - #4


CONCLUSION

It was observed that Coca-Cola has been perceived quite positively as it has been projected .

People are aware of the brands & awareness of Coca-Cola is quite high in the market.

When a product is launched , avid coke drinkers choose this soda over any other competitors simply because it’s a Coca-Cola product and they trust it.

In supermarket and convenience stores Coca-Cola has their own fridge which contains only their products . There is a little personal selling . This is made up for in public relations and corporate image.

Coca-Cola sponsors a lot of events including sports and recreational activities

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