Presented By:Lalain ShahAnka saeed

Mohid moosaniVikas

Coca-Cola history began in 1886 when the curiosity of an Atlanta pharmacist, Dr. John S. Pemberton, led him to create a distinctive tasting soft drink that could be sold at soda fountains.

• The Coca-Cola Company is HOME to 16 billion dollar brands, including four of the top five soft drinks: Coca-Cola, Diet Coke, Fanta, and Sprite. Other top brands include Minute Maid, Powerade, and vitaminwater. All told, the company owns or licenses and markets more than 500 beverage brands, mainly sparkling drinks but also waters, juice drinks, energy and sports drinks, and ready-to-drink teas and coffees. With the world's largest beverage distribution system, The Coca-Cola Company reaches thirsty consumers in more than 200 countries.

• MARKET SHARE• :• Being the biggest company in the soft drink industry, Coca Cola

enjoys thelargest market share. This company controls about 59% of the world market.

• MARKET SHARE BY AREA• :: • Coca Cola is the world-renowned soft drink and the company is

currentlyoperating through out the world. The world widetotal is about 17.8 billion

Products To Offer in Current Market SituationAerated Drinks

Coca ColaDiet CokeSpriteThums upMaazaLimca Kinley Soda

Juices Minute MaidIced Tea NesteaWater Kinley Water Tonic Water SchweppsEnergy Drink BurnCanned Coffee Georgia

SWOT Analysis of CompanyStrengths:Strong Brand Name Corporate Identity Global Distribution AdvertisementInnovationLocal Approach Strong R&D Backward Integration Brand Loyalty Financial Stability

Weaknesses:Not a market leader in India

Quality Downfall

Relationship with Channel Distributors

Direct Competition with PepsiCo

Indirect Competitors

Water Scarcity and other Raw material Costs

Social Dynamics and Attitude variation in each village

Legal IssuesUnder Utilization Of Capacity

Pesticide Controversy

Opportunities:More Potential in Rural Market

Growth through Acquisitions

Bottled water consumption growth

Health and wellness

Engaging Influencers

Invest In Infrastructure

Logistic Alliances

SWOT Analysis of CompanyThreats:Quality Downfall

Relationship with Channel Distributors

Direct Competition with PepsiCo

Indirect Competitors

Water Scarcity and other Raw material Costs

Social Dynamics and Attitude variation in each village

Legal IssuesThe popularity of soft drinks, especially in mature markets, has been on the decline since about 2005 as negative publicity about OBESITY and other health risks continues to threaten sales.

•Modulation in Prices

•Psychological Pricing

•Penetration Method

Price:

•Intensive Distribution Strategy•Warehouse & Delivery•Marketing Channels

•Coverage:

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Promotion:

RECOMMENDATIONS•For the products like diet coke, pulpy orange and kinlely soda it better to stop manufacturing these products

•Invest profits for future growth and for earning more of market share and profits

•Invest heavily into products like fanta and sprite in order to push the products to star status.

•For coca-cola -cost management, product differentiation and marketing have become more important as growth slows and market share becomes the key determinant of profitability

•The organization has to carefully study external environment moves and accordingly devise strategies to gain competitive advantage

•Coca cola has to make every possible move to ensure that its image remains that of an FMCG giant that would never compromise on the quality front