Term Paper on MOJO

Assignment on Coca-Cola

Prepared forZahidul KarimLecturer

Department of Business Administration

East West UniversityPrepared by

Fahmida Misu-2005-3-10-128 Faria Faruque Mitu

Mostofa Sakil Ahmed

Mehdi Hasan

Fahmida Misu

Pulak Karmakar

Department of Business Administration11th August, 2010

Letter of Transmittal

11th August, 2010ToThe Lecturer

Department of Business Administration

East West University

43, Mohakhali C/A, Dhaka-1212

Subject: Submission of assignment Coca-Cola for Bus101.Dear Sir:

We are the students of Bus101of your section 05. You permitted us to conduct a group assignment based on established brands covered in your Bus101 course. You instructed us to submit it on or before 12th August, 2010. We would like to inform you that we have incorporated our own original ideas, collected data from various individuals, internet websites, newspapers etc. & have prepared a report based on the products; Coca-Cola. We are presenting the established brand report to you for your consideration.

We have tried our best to make the report as accurate as possible. We have given our best efforts in preparing this report. We hope that you will consider it and oblige thereby.

Thanking you.

Sincerely yours,

Name

Signature

Faria Faruque Mitu

Mostofa Sakil Ahmed

Mehdi Hasan

Fahmida Mishu

Pulok Karmakar

Table of Contents TOPIC

PAGE NOExecutive Summary

VIIOverview about Coca Cola

6

History of Bottling

8

Values of Coca Cola

12

Mission of Coca Cola

13Vision of Coca Cola

13

Franchised Production Model

15

Marketing strategy of Coca Cola

18

Methods of Sales Promotion

25

Financial Strategy of Coca Cola

27

Coca Cola Competitors

30

Corporate social responsibility of Coca Cola

30

SWOT Analysis

31

Recommendation

37

Executive SummaryCoca Cola is the flagship brand of one of the oldest organization of the world, The Coca-Cola Company dating back to 1885. It is produced by The Coca-Cola Company in Atlanta, Georgia and produced by 2 Bangladeshi bottlers, Abdul Monem Ltd. (AML) and Tabani Beverage Ltd. Although they were the global leader in cola market, they are past their prime in this region of Asia. Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. Coca-Cola was first introduced by John Syth Pemberton, a pharmacist, in the year 1886 in Atlanta, Georgia when he concocted caramel-colored syrup in a three- legged brass kettle in his backyard. He first distributed the product by carrying it in a jug down the street to Jacobs Pharmacy and customers bought the drink for five cents at the soda fountain. Carbonated water was teamed with the new syrup, whether by accident or otherwise, producing a drink that was proclaimed delicious and refreshing, a theme that continues to echo today wherever Coca-Cola is enjoyed. Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is todayHere weve worked on studying the Product we are presenting the established brand report on Coca-Cola. We have analyzed the current situation of Coca-Cola products. We have also given their Business strategy marketing strategy Financial Strategy etc. Therefore we have included and presented all our findings in this report. Details of all these findings are given for your kind consideration.OVERERVIEW ABOUT COCA-COLA Every person who drinks a coca-cola enjoys moment of refreshment and sharesan experience that millions of others have savored. All of those individualexperience combined have created a worldwide phenomenon a truly globalbrand. The Coca-Cola company, nursing the global community with the worldlargest selling soft drinks since 1886. The Coca-Cola Company is one of the pioneers in the soft drink industry. Globally they are always fighting with PepsiCo head to head for the leading position in soft drink industry. Coca-Cola, the product that has given the world its best-known taste was born in Atlanta, Georgia, on May 8, 1886. Coca-Cola Company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 beverage brands. It sells beverage concentrates and syrups to bottling and canning operators, distributors, fountain retailers and fountain wholesalers. The Companys beverage products comprises of bottled and canned soft drinks as well as concentrates, syrups and not-ready-to-drink powder products. In addition to this, it also produces and markets sports drinks, tea and coffee. The Coca- Cola Company began building its global network in the 1920s. Now operating in more than 200 countries and producing nearly 400 brands, the Coca-Cola system has successfully applied a simple formula on a global scale: Provide a moment of refreshment for a small amount of money- a billion times a day. The Coca-Cola Company and its network of bottlers comprise the most sophisticated and pervasive production and distribution system in the world. More than anything, that system is dedicated to people working long and hard to sell the products manufactured by the Company. This unique worldwide system has made The Coca-Cola Company the worlds premier soft-drink enterprise. From Boston to Beijing, from Bangladesh to India Coca-Cola, more than any other consumer product, has brought pleasure to thirsty consumers around the globe. For more than 115 years, Coca-Cola has created a special moment of pleasure for hundreds of millions of people every day.

Although globally they are in constant competition with Pepsi in cola market, several inefficiency in tactics for both these companies has lead them to lose the market leading positions in Bangladesh. HISTORY OF BOTTLING Coca-Cola originated as a soda fountain beverage in 1886 selling for five cents a glass. Early growth was impressive, but it was only when a strong bottling system developed that Coca-Cola became the world-famous brand it is today.

YEAR WISE HISTORY OF BOTTLING:

Year 1894: A modest start for a bold idea

In a candy store in Vicksburg, Mississippi, brisk sales of the new fountain beverage called Coca-Cola impressed the store's owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a common glass bottle called a Hutchinson. Biedenharn sent a case to Asa Griggs Candler, who owned the Company. Candler thanked him but took no action. One of his nephews already had urged that Coca-Cola be bottled, but Candler focused on fountain sales.

Year 1899: The first bottling agreement

Two young attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. In a meeting with Candler, Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca- Cola across most of the United States for a sum of one dollar. A third Chattanooga lawyer, John T. Lupton, soon joined their venture.

Years 1900-1909: Rapid growth The three pioneer bottlers divided the country into territories and sold bottling rights to local entrepreneurs. Their efforts were boosted by major progress in bottling technology, which improved efficiency and product quality. By 1909, nearly 400 Coca-Cola bottling plants were operating, most of them family-owned businesses. Some were open only during hot-weather months when demand was high.

Year 1916: Birth of the Contour Bottle Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with imitators. A group representing the Company and bottlers asked glass manufacturers to offer ideas for a distinctive bottle. A design from the Root Glass Company of Terre Haute, Indiana won enthusiastic approval. The Contour Bottle became one of the few packages ever granted trademark status by the U.S. Patent Office. Today, it is one of the most recognized icons in the world. In the 1920s: Bottling overtakes fountain sales As the 1920s dawned; more than 1,000 Coca-Cola bottlers were operating in the U.S. Their ideas and zeal fueled steady growth. Six-bottle cartons were a huge hit starting in 1923. A few years later, open-top metal coolers became the forerunners of automated vending machines. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales.

In the 1920s and 1930s: International expansion Led by Robert W. Woodruff, chief executive officer and chairman of the Board, the Company began a major push to establish bottling operations outside the U.S. Plants were opened in France, Guatemala, Honduras, Mexico, Belgium, Italy and South Africa. By the time World War II began, Coca-Cola was being bottled in 44 countries.

In the 1940s: Post-war growth

During the war, 64 bottling plants were set up around the world to supply the troops. This followed an urgent request for bottling equipment and materials from General Eisenhower's base in North Africa. Many of these war-time plants were later converted to civilian use, permanently enlarging the bottling system and accelerating the growth of the Company's worldwide business.

In the 1950s: Packaging innovations

For the first time, consumers had choices of Coca-Cola package size and type-the traditional 6.5 ounce Contour Bottle, or larger servings including 10, 12 and 26 ounce versions. Cans were also introduced, becoming generally available in 1960.

In the 1960s: Introduction of new brand

Sprite, Fanta, Fresca and TAB joined brand Coca-Cola in the 1960s. Mr. Pibb and Mello Yello were added in the 1970s. The 1980s brought diet Coke and Cherry Coke, followed by PowerAde and Fruitopia in the 1990s. Today scores of other brands are offered to meet consumer preferences in local markets around the world.

In the 1970s and 1980s: Consolidation to serve customers

Advancement in technology led to global economy, retail customers of The Coca-Cola Company merged and evolved into international mega chains. Such customers required a new approach. In response, many small and medium-size bottlers consolidated to better serve giant international customers. The Company encouraged and invested in a number of bottler consolidations to assure that its largest bottling partners would have capacity to lead the system in working with global retailers.

In the 1990s: New and growing markets Political and economic changes opened vast markets that were closed or underdeveloped for decades. After the fall of the Berlin Wall, the Company invested heavily to build plants in Eastern Europe. As the century closed, more than $1.5 billion was committed to new bottling facilities in Africa.

21st Century: Coca-Cola today The Coca-Cola bottling system grew up with roots deeply planted in local communities. This heritage serves the Company well today as consumers seek brands that honor local identity and the distinctiveness of local markets. As was true a century ago, strong locally based relationships between Coca-Cola bottlers, customers and communities are the foundation on which the entire business growsValues of Coca-ColaCoca-Cola is guided by shared values that both the employees as individuals

And the Company will live by; the values being:

LEADERSHIP: The courage to shape a better future

PASSION: Committed in heart and mind

INTEGRITY: Be real

ACCOUNTABILITY: If it is to be, its up to me

COLLABORATION: Leverage collective genius

INNOVATION: Seek, imagine, create, and delight

QUALITY: What we do, we do well.Mission of Coca-ColaTo refresh the world in mind, body & sprit.

To make a difference in our product.

To inspire moments of optimism through our brand and action.

To create a value in brands & difference everywhere we engage.

To do everything differs.

Our product in each hand.

Being a global leader in beverageVision of Coca-ColaProfit: maximize the return of shareholder. People: Establish a great place to work where people are inspired to the

Best they can do. Portfolio: Bringing to the world a portfolio of beverage brands thatAnticipate and safely peoples desire & need.

Partners: nurturing a winning network of partners & building a mutual loyaltyPlanet: Being a responsible global citizen that makes a difference.

FIGURE: VISION FOR SUSTAINABLE GROWTH

Franchised production modelThe actual production and distribution of Coca-Cola follows a franchising model. The Coca-Cola Company only produces a syrup concentrate, which it sells to bottlers throughout the world, who hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the final drink by mixing the syrup with filtered water and sweeteners, and then carbonate it before putting it in cans and bottles, which the bottlers then sell and distribute to retail stores, vending machines, restaurants and food service distributors.

The Coca-Cola Company owns minority shares in some of its largest franchises, like Coca-Cola Enterprises,

Amatil" Coca-Cola Amatil,

Hellenic" Coca-Cola Hellenic Bottling Company (CCHBC) and

FEMSA" Coca-Cola FEMSA, but fully independent bottlers produce almost half of the volume sold in the world. Independent bottlers are allowed to sweeten the drink according to local tastes.

The bottling plant in Skopje, Macedonia, received the 2009 award for "Best Bottling Company".

Brand portfolioNameLaunchedDiscontinuedNotesPicture

Coca-Cola1886The original version of Coca-Cola.

Caffeine-Free Coca-Cola1983The caffeine free version of Coca-Cola.

Coca-Cola Cherry1985Was available in Canada starting in 1996. Called "Cherry Coca-Cola (Cherry Coke)" in North America until 2006. Zero-calorie variant (Coca-Cola Cherry Zero) also currently available.

Still available in Yap and Samoa" American Samoa

Samoa" American Samoa, Austria, Belgium, Brazil, China, Denmark, Federation of Bosnia and Herzegovina, Finland, France, Germany, Hong Kong, Iceland, Korea, Luxembourg, Macau, Malaysia, Mongolia, Netherlands, Norway, Runion, Singapore, Spain, Switzerland, Taiwan, Tunisia, United Kingdom, United States, and West Bank-Gaza

Coca-Cola Vanilla20022005Still available in:

Austria, Australia, China, Germany, Hong Kong, New Zealand (600ml only) Malaysia, Sweden (Imported) and Russia. Was called "Vanilla Coca-Cola (Vanilla Coke)" during initial U.S. availability.

2007It was reintroduced in June 2007 by popular demand

C2" Coca-Cola C2

20032007Was only available in Japan, Canada, and the United States.

Coca-Cola with Lime2005Available in Belgium, Netherlands, Singapore, Canada, the United Kingdom, and the United States.

Coca-Cola RaspberryJune 2005End of 2005Was only available in New Zealand.

Coca-Cola Zero2005

M5" Coca-Cola M5

2005Only available in Federation of Bosnia and Herzegovina, Germany, Italy, Spain, Mexico and Brazil

Coca-Cola Black Cherry Vanilla2006Middle of 2007Was replaced by Vanilla Coke in June 2007

Only available in the United States, France, Canada, Czech Republic, Republic" Slovak Republic, Federation of Bosnia and Herzegovina, Bulgaria and Lithuania

Coca-Cola Citra2006Only available in Federation of Bosnia and Herzegovina, New Zealand and Japan.

Coca-Cola Light Sango2006Only available in France and Belgium.

Coca-Cola Orange2007Only available in the United Kingdom and Gibraltar

Coca-Cola serves in Bangladesh some recalled brands across the world including name such as Coca-Cola, diet coke, Sprite, FantaMarketing Strategy of Coca-ColaFocus on availability of products in Market: This is the main formula of the marketing strategy of each company. So availability of product in the market is clear. For this reason market developer daily come in market to check their product availability.

Focus on availability of products in Outlet: There is big difference between the availability of products in market & outlets. Coca-Cola want that their product displayed in each outlet in market so it is important that the product first available in market after than it put on outlets

Coke products visible for consumers:

The aim of Coca-Cola is that its product should be visible for the customers so company gives to retailers racks so many display items. Now days the company is giving visicoolers to retailers for visible their chilled product in market for more sales.

More focus in rural area:The rural market is a significant part of our sales promotional discount scheme which is enabling us retailers link with our product Said the CEO of Coca-ColaRegular market vigilance by market developer: To know the position of Cokes product in the market coca-cola appoint some executive those go in market & check availability, visibility of product, take care companies assets, check visicoolers and talk to shopkeeper & take feedback about their product.Distribution of product according locality:Coca-cola Company distributes their schemes according to area. Area or place where soft drinks sold in a large manner, on those place company gives good schemes to shopkeeper and retailer. Place like railway station bus stand are consider in this category and place which have low selling where company gives small schemes to the shopkeeper.

Extra focus on monopoly outlets: Outlets which only sales coca-cola product and gives good sale to company, are consider in this category company gives extra schemes, discount and other gift to these shops and tries to keep them happy and make long relationship. Problem of these kinds of outlets resolve as soon as possible

Aggressive rural area advertisement: Coca-cola use the concept of aggressive advertises for sales promotion. Company introduces different schemes and advertises them with electronic and print media. These advertisements build Brand image and establish awareness. Brand ambassador play an important role. Brand ambassador encourage the today youth to trust their instincts, influence them.Target core brands:

Now coca-cola considers more on villages after semi urban areas. Company making now days strategies for villages because they know Bangladesh based on Villages.

And also Marketing strategy consists of STP (Segmentation, Targeting and Positioning). Detailed discussions are given below,Segmentation: In order to select our target market we will evaluate the following segments,

Demographic Segmentation:

a) Occupation: The occupation of our potential market has an impact on our business activities. The food offerings will be different for the student and the teachers or officers. Students tend to like take away foods which can be eaten fast and on the go. But offerings will be different in case of officers/teachers because they will prefer quality food and gourmet meal.

Gender: As Male and female has different food habits and patterns, we will segment our product according to the gender factor. Female tend to eat less and care more about the quality of the food they are eating. So there will be additional caring given to attract this segment. Hopefully our survey will help significantly in pointing out these types of buying behavior. Where pink color is 52% and Blue is 48%

Income: Income of our potential market will have a deep impact on the business. There will be separate packages for personnel of different income level. People of different income level will

have different perceptions on what they will eat. Food pricing will be done in such a way that it will be affordable for people of all classes.

Religion: Religion will play a significant value in our proposed business. As Bangladesh is a diversely populated country, there will be additional care given on the food offerings so that it doesnt have a negative impact on any specific religion. Food offerings will tend to bypass any potential religious controversies possible.

Behavioral Segmentation:

Occasion: Specialized food offerings will be given out on various special occasions. Such as in case of the month of Ramadan, our line of offerings will include Iftar packages. Also specially designed vans will be placed on specific places to boost sales. During Pahela Baishakh, we will place our attractively designed vans with traditional offerings such as Panta Vat and Hilsha fish. It will also increase our publicity as well.

Targeting: The following factors will be considered for our target market,

Occupation: Our target market includes busy office personnel and university students. We targeted this segment because there is a huge demand of product that we are offering. So this will be a very profitable business for us.

Gender: Our offerings will attract segments of both male and female consumers. We will offer our products to satisfy both of the segments needs.Income: At the preliminary stage of our business, we will target both middle and lower income level person. Gradually as our business will develop, we will target people of all income levels.

Religion: Our product will be offered to attract people from all religions.

Positioning: The following factors will be considered for developing our positioning strategy,

Product differentiation:

Only our firm will offer high quality products containing delicacy, nutrition and affordability at a time. Currently no other firms are offering such qualities at a time. This will be our competitive advantage.

Service: We will deploy a very effective and efficient delivery service. We will develop a very active delivery chain to achieve this goal. We also will provide consumers freedom of choice while making purchase decision. Consumers will be offered options to choose and order food through parcel service. Hopefully this unique service will be able to create a huge positive impression on consumers mind.

Image: After considering all of the product characteristics we will build our unique brand sign in the following ways,We will advertise our product through integrated marketing. We will use several advertising mediums to promote our product such as radio, print media (road side displays, printed handouts, newspaper,), direct mail etc.

For promotional purpose, they have developed a unique brand logo

COCA-COLA USING SALES PROMOTIONSales promotion is main tool for increasing sales so flowing causes for adopting sales promotion.1. To stimulate the demand by popularizing product2. To face competition effectively.3. To keep the memory of products in mind of consumers.4. To supplement the personal selling & advertising.5. To establish the large market segment.6. To capture more market share from competitor.7. To maintain the market.8. To attract distributors towards our brands.9. To attract more consumers by gave them free gifts on products.

10. To include middle man wholesaler & retailers to Purchase goods in large quantity by offer them more facilities on higher trade more cash discount, bonus Etc.

11. To arrest seasonal decline in sales.

12. To assist sales man in increasing sales, achieving sales target & salesmans activities for problem sales.

13. To help of new products this introduced in market recently.

14. To introduce such sales promotion methods as to adopt aggressive selling and their by increase sales.

15. To stimulate market research

Method of Sales promotionVarious types of sales promotion methods are being used in organization in Coca-Cola these following methods are using in sales promotion technique.1. Consumer sales promotion methods.2. Traders, wholesalers, retailers sales promotion methods.

3. Sales force promotion methods.

Consumer sales promotion methodsConsumer sales promotion methods are those methods which are directed at consumers to induce them to buy the companys product they are someconsumer sales promotion devices.

Free trails.SamplesPremiumBonus stampsCash refund offer2. Trade sales promotion method

Trade sales promotion is an incentive given to middle man to buy Goods in large quaint form the producer or manufacturer. The main sales promotion methods are such as:

DiscountDisplay and advertising allowanceBuy-back allowancesStore demonstration Free goods .Free tours etc.

3. Sales promotion method:

Sales promotion method is those methods which intended to motivate the sales force to increase sales. These methods support a sales man to perform his job more effectively and sincerely.

Bonus to sales force

Sales force contests Financial Strategy of Coca-ColaDoug Daft, former chairman and CEO of The Coca-Cola Company, today made a five-year $1 billion commitment to diversity in a comprehensive empowerment and entrepreneurship program for the U.S.

"This is a logical extension of our think local, act local strategy and our desire to become a model citizen in the communities we serve," said Daft. "To do that, The Coca-Cola Company must continue to strengthen local economies through the way we invest, the way we allocate our procurement dollars, the partners we choose to help us market and distribute our brands, and the way we build our system."

"This Company was built on a tradition of shared success. I commissioned a disciplined and rigorous inventory of our operations to determine where we could do more to extend that tradition. Everyone who touches Coca-Cola should benefit was one of this Companys early business principles. This program reflects the results of that recently completed review to help us take that principle into the 21st century."

The Financial Strategy of Coca-Cola is increased spending with minority- and women-owned businesses and a commitment to foster a climate of entrepreneurial opportunity through targeted minority supplier identification and a new supplier mentoring program;

Increased Company investments in local economies through urban economic partnerships, including a 50-community expansion of the Urban Customer Partner program and increased marketing investments to strengthen local retailers and entrepreneurs;

Increased opportunities for minority financial institutions and businesses through the Companys financial strategies and investments;

Increased community contributions and support for organizations focused on education, mentoring, economic opportunity and neighborhood revitalization.

Specific initiatives for each commitment

1) Minority Supplier Commitments

Foster a climate of entrepreneurial opportunity through targeted minority supplier identification and a new supplier mentoring program.

Spending with minority- and women-owned businesses will increase more than 50% to an average of $160 million per year over the next five years. The spin-off and alliance are part of the Companys commitment to enhance and grow its supplier relationships with minority and women-owned companies.

Beginning immediately, the Company will institute a multi-year program to identify and mentor key minority and women-owned suppliers within the local communities the Company serves. In addition to the purchase of goods and services, Coca-Cola resources will be available to these key suppliers to provide mentoring to support their competitiveness and growth in the national and international marketplace.

In addition, the Company doubles its investments in 2009 in the National Minority Supplier Development Council Business Consortium Fund from $500,000 to $1 million.

2) Urban Economic Partnerships

A commitment to strengthen local economies through urban economic partnerships and increased marketing investments with local retailers and entrepreneurs.

The Company announced that it will increase the number of communities in its Urban Customer Partnerships Program. Thirteen communities now participate in this program, which creates jobs and training benefits for the community and builds entrepreneurial skills for retailers In addition; the Company will enhance its support for community cultural celebrations, which strengthen local economies. It announced today it had increased its support as a lead sponsor of Festival LA, a two-week celebration of Latino Heritage Month.

3) Opportunities for Minority Financial Institutions

Strengthen entrepreneurs and local economies through financial strategies and investments.

The Company announced that the trustees of its employee pension fund recently doubled the portion of the fund managed by minority- and women-owned investment firms from $56 million to $115 million.

SWOT Anal Coca-Cola competitorsPepsi is usually second to Coke in sales, but outsells Coca-Cola in some markets. Around the world, some local brands compete with Coke. In South and Central America Kola Real, known as Big Cola in Mexico, is a fast-growing competitor to Coca-Cola. In Scotland, the locally produced Irn-Bru was more popular than Coca-Cola until 2005, when Coca-Cola and Diet Coke began to outpace its sales. In India, Coca-Cola ranked third behind the leader, Pepsi-Cola, and local drink

Up" Thums Up.

Coca-Cola Company" The Coca-Cola Company purchased Thums Up in 1993. As of 2004, Coca-Cola held a 60.9% market-share in India. In Bangladesh coca colas main Competitors are Mojo

Corporate social responsibility of coca ColaLive positively is coca Cola commitment to make a positive difference in the world by redesigning the way we work and live so sustainability is part of everything we do

Coca-Cola Bangladesh being one of the largest beverage companies in Bangladesh, realized that CSR had to be an integral part of its corporate agenda. According to the company, it was aware of the environmental, social, and economic impact caused by a business of its scale and therefore it had decided to implement a wide range of initiatives to improve the quality of life of its customers, the workforce, and society at large However, the company came in for severe criticism from activists and environmental experts who charged it with depleting groundwater resources in the areas in which its bottling plants were located, thereby affecting the livelihood of poor farmers, dumping toxic and hazardous waste materials near its bottling facilities, and discharging waste water into the agricultural lands of farmers. S W O T AnalysisStrengthsWeaknesses

Internal-Popularity

-well known

-branding obvious and easily recognized

-A lot of finance

-customer loyalty

-International Trade-Word of mouth

-lack of popularity of many Coca Colas brands

-Most unknown and rarely seen

-result of low profile or non-existent advertising

-health issues

-Negative Publicity

Threats Opportunities

External-changing health-consciousness attitude

-legal issues

-Health ministers

-competition (Pepsi)-many successful brands to pursue

-advertise its less popular products

-buy out competition.

-More Brand recognition

Strengths-Coca Cola is an extremely recognizable company. Popularity is one of its superior strengths that is virtuallyincomparable.Coca Colais knownvery well worldwide.It's branding is obvious and easily recognized. Things like, logos and promos shown on t-shirts, hats, and collectible memorabilia. Without a doubt,no beverage company compares to Coca Cola's social popularity status. Some people buy coke, not only because of its taste, but because it is widely accepted and they feel like they are part of something so big and unifying. At the other end of the spectrum, certain individuals choose not to drink coke, based solely on rebelling from the world's idea that coke is something of such great power. Overwhelming is the best word to describe Coca Cola's popularity. It is scary to think that its popularity has been constantly growing over the years and the possibility that there is still room to grow. If you speak the words Coca Cola, it would definitely be recognized all around the world. Money is another thing that is strength of the company. Coca Cola deals with massive amounts of money all year. Like all businesses, they have had their ups and downs financially, but they have done well in this compartment and will continue to do well and improve. The money they are earning is substantially better than most beverage companies, and with that money, they put back into their own company so that they can improve. Another strength that is very important to Coca Cola is customer loyalty. The 80/20 rule comes into effect in this situation. Eighty percent of their profit comes from 20% of their loyal customers. Many people/families are extremely loyal to Coca Cola. It would not be rare to constantly find bottles and cases of a product such as coke in a house. It seems that some people would drink coke religiously like some people would drink water and milk. This is an improbable feat. Customers will continually purchase these products, and will probably do so for a very long time. If two parents were avid Coca Cola drinkers, this will be passed down do their children as they grow loyal to the company. With Coca Colas ability to sell their product all over the world, customers will continue to buy what they know and what they likeCoca Cola products.

Weaknesses- Coca Cola is a very successful company, with limited weaknesses. However they do have a variety of weaknesses that need to be addressed if they want to rise to the next level. Word of mouth is probably a strength and weakness of every company. While many people have good things to say, there are many individuals who are against Coca Cola as a company, and the products in which they produce. Word of mouth unfortunately is something that is very hard to control. While people will have their opinions, you have to try to sway their negative views. If bad comments and views are put out to people who have yet to try Coca Cola products, then that could produce a lost customer which shows why word of mouth is a weakness. Another aspect that could be viewed as a weakness is the lack of popularity of many of Coca Colas drinks.

Negative Publicity -The Company received negative publicity in India during September 2006.The company was accused by the Center for Science and Environment (CSE) of selling products containing pesticide residues. Coca-Cola products sold in and around the Indian national capital region contained a hazardous pesticide residue. These pesticides included chemicals which could cause cancers, damage the nervous and reproductive systems and reduce bone mineral density. Such negative publicity could adversely impact the companys brand image and the demand for Coca-Cola products. This could also have an adverse impact on the companys growth prospects in the international markets.

Many drinks that they produce are extremely popular such as Coke and Sprite but this company has approximately 400 different drink types. Most are unknown and rarely seen for available purchase. These drinks do not probably taste bad, but are rather a result of low profile or non existent advertising. This is a weakness that needs to be looked at when analyzing their company. Another weakness that has been greatly publicized is the health issues that surround some of their products. It is known that a popular product like coke is not very beneficial to your body and your health. With todays constant shift to health products, some products could possibly loose customers. This new focus on weight and health could be a problem for the product that are labeled detrimental to you health.

Opportunities- Coca Cola has a few opportunities in its business. It has many successful brands that it should continue to exploit and pursue. Coca Cola also has the opportunity to advertise its less popular products. With a large income it has the available money to put some of these other beverages on the market. This could be very beneficial to the company if they could start selling these other products to the same extent that they do with their main products. Another opportunity that we have seen being put to use before is the ability for Coca Cola to buy out their competition. This opportunity rarely presents itself in the world of business. However, with Coca Colas power and success, such a task is not impossible. Coca Cola has bought out a countless number of drink brands. An easy way to turn their profit into your profit is too buy out their company. Even though this may cost a vast amount of money initially, in the long run, if all goes to plan, it results in a large profit. Also, the company will no longer need to worry about this product being part of the competition. Brand recognition is the significant factor affecting Cokes competitive position. Coca Cola is known well throughout 90% of the world population today. Now Coca Cola wants to get there brand name known even better and possibly get closer and closer to 100%. It is an opportunity that most companies will ever dream of, and would be a supreme accomplishment. Coca Cola has an opportunity to continue to widen the gap between them and their competitors.

Threats- Despite the fact that Coca Cola dominates its market, it still has to deal with many threats. 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 serious effect on Coca Cola. This definitely needs to be viewed as a dominant threat. In todays world, people are constantly trying to change their eating and drinking habits. This could directly affect the sale of Coca Colas products. Another possible issue is the legal side of things. There are always issues with a company of such supreme wealth and popularity. Somebody is always trying to find fault with the best and take them down. Coca Cola has to be careful with lawsuits. Health minister could also be looked at as a threat. Again, some people may try to exploit the unhealthy side of Coca Colas products and could threaten the status and success of sales. Other threats are of course the competition. Coca Colas main competition being Pepsi, sells a very similar drink. 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. These other beverage options could take precedent in some peoples minds over Coca Colas beverages and this could threaten the potential success it presents again.

Recommendation

In the end, we want to say that it was all worth it. Working on an established and hugely popular product like Coca-Cola was a big learning experience for us. As we have put all the necessary theories taught in our designated course into the analysis of like Coca-Cola we believe that our analysis is a success. Exercising and enforcing the right marketing strategy will ensure the products existence. In last I conclude the work study that..

The marketing strategy of Coca-Cola is better than its main competitor.

The sales promotion techniques like-Discount to monopoly retailers & scheme son products is better than the competitors.

The market share of coke products is higher than the other products. Advertising campaign of Coca-Cola now can see easily on villages like sign board,hoardings on highways, banners @ outlets.I found the proper display of products in racks & in coolers.

BibliographyOfficial website of Coca-cola company.7