The document analyzes Coca-Cola Company and the soft drink industry. It outlines the objectives of studying Coca-Cola's market performance and competitors. It provides an overview of the global soft drink industry and Coca-Cola's company profile, including its long history, large product portfolio, and worldwide operations. Statistics on consumption trends by region are presented. Coca-Cola's past and present business in India is summarized. Porter's five forces, SWOT analysis, research methodology, data collection, analysis, and conclusions are covered at a high level.

1.  Ranjeet Kumar Singh

2. Objective of the Study
The study aims to perform following objectives
 Market Analysis of Coca-Cola Company & find out
different factors effecting the growth of Coca-Cola.
 Competitive analysis between Coca-Cola and its
competitors.
 To understand the Customer preferences towards
various Coca-Cola products

3. Soft Drink Industry - An Overview

4. Coca- Cola Industry Profile
•
The Coca Cola Company is the largest beverage company in the world
•
Has been in business for over 125 years
•
Offers more than 3,500 beverages, and targets certain brands for certain
markets (with only the flagship Coca Cola being sold in every single one of their
markets)
•
Works with over 300 bottlers around the world, and owns substantial stakes in
some of the larger ones
•
Includes 15 brands that have $1 billion or more in annual sales
•
Sells its products in 200 countries
•
Offers 1.7 billion servings per day
•
Employs 146,000 people directly, and over 700,000 people if the bottlers are
included in their role as independent contractors

5. Industry Statistics

The revenue of Coca Cola has been in a growing
trends in an uniform way

South America has the highest consumption with
around 29% of the total consumption

The cash flow around the years been the same

Africa has the least consumption with 11 %

Year 2011 have seen the maximum increase in
revenue as compared to last year

Asia Pacific countries’ consumption is on growing
trends and is expected to surpass other regions
within next 5 year

6. Coca-Cola: Indian Market
•
Leading soft drink brand in India till 1977
•
Forced to close down its operation by a socialist government
•
Re entered in 1993 by buying whole Parle Brothers operation ( Thums Up, Limca &
Maaza )
•
Invested heavily for first five year sourcing : Affordability, Availability and Acceptability
•
Different advertising campaigns for different regions of the country
•
One of the most famous ad campaigns in India was ‘Thanda Matlab Coca-Cola’
Coca Cola Products in India

7. Coca-Cola: Indian Market
• Future plans, India
 Increasing per capita consumption of beverages.
 Expanding distribution networks.
 Leading the beverage revolution in India
• For Coca-Cola, India is: Sourcing base for various commodities
• “Citizenship Efforts” in tandem with local NGOs to alleviate
community issues in the areas of its bottling plants
• Coca- Cola, India:




Investment of US$ 1 billion
5,000 employees.
25 wholly-owned, 35 franchisee owned bottling operations
27 contract packers

8. Porter’s Five Forces
•
RIVALRY AMONG EXISTING FIRMS : Pepsi Co and Cadbury Schweppes
•
POTENTIAL ENTRANTS : Due to strong brand name and great distribution
channels Coca-Cola and Pepsi Co dominate the industry so less chance for new
entrants
•
SUBSTITUTES: In order to compete with the substitutes industry, Coca-Cola has
diversified from just carbonated drink industry to other substitute and so have
other brands like Pepsi
•
BARGANING POWER OF BUYERS: While both Coca-Cola and Pepsi distribute
their bottled soft drinks through a network of bottling companies, Coca-Cola
uses its own network of wholesalers
•
BARGANING POWER SUPPLIERS: Coke managers have long held 'power' over
sugar suppliers

9. Swot Analysis of Coca-Cola

10. Research Methodology
• Scope of the study: To discover the current position of CocaCola in the market and to derive the preferences factors for Coca Cola
• Research Type: The objective of this research is to describe
things such as market potential of the brand or the demographics and
attitudes of consumers who buy the project
• Sources of data:
 Secondary Data: Internet, Marketing Reports, Text Books, Research Papers
 Primary Data: Questionnaires and Survey
The survey : http://bit.ly/W9VHxt

11. Sampling
• Sampling Size:
 Through Questionnaires: 100 respondents
 Through Personal Interview: 25 respondents
Total number of respondents are 125
• Limitations of the study
 Since the sampling procedure was judgemental, the sample selected may
not be true representative of the populations
 The study was confined to a particular location due to which the result
cannot be applied universally
 Economic and market conditions are very unpredictable

12. Data Analysis

13. Data Analysis
 Coca-Cola is considered as aabetter brand as
 Coca-Cola is considered as better brand as
compared to Pepsi and other beverages
compared to Pepsi and other beverages
 The others brand of both Pepsi and Coca The others brand of both Pepsi and CocaCola lies behind to the other brand in
Cola lies behind to the other brand in
beverages
beverages
 The others brand of Pepsi taste best as
 The others brand of Pepsi taste best as
compared to the others drinks
compared to the others drinks
 Surprisingly not many people like the taste
 Surprisingly not many people like the taste
of Pepsi
of Pepsi
 Pepsi should consider to review its taste
 Pepsi should consider to review its taste
according to the needs
according to the needs

14. Data Analysis
 Pepsi have the maximum satisfaction level
 Pepsi have the maximum satisfaction level
along with the other brands of non Pepsi
along with the other brands of non Pepsi
and non Coca Cola brands
and non Coca Cola brands
 The other brand of Coca-Cola has the least
 The other brand of Coca-Cola has the least
satisfaction level as compared to other
satisfaction level as compared to other
brand
brand
 The availability of both Pepsi and Coca-Cola
 The availability of both Pepsi and Coca-Cola
is maximum
is maximum
 Both Coca-Cola and Pepsi needs to increase
 Both Coca-Cola and Pepsi needs to increase
the sales force of its other brands also
the sales force of its other brands also

15. Conclusions
 Coca Cola products are more popular than the brands of Pepsi
 Pepsi should focus more on the taste as compared to Coca
Cola so that it can compete with the same
 Mostly the consumers buys soft drink without any specific
occasion or festivals
 Although the overall consumption of Coca Cola is more and
Pepsi is only a bit less, due to the restriction in the survey, it
can be clearly stated on the overall result

16. Bibliography
• Books
 Marketing Management - Kotler Philip
 Marketing Research- Malhotra & Dash
• Websites





www.thecoca-colacompany.com
www.india-server.com
www.coca-colaindia.com
www.opentonet.com
www.magindia.com
• Others
 Annual Report of Coca Cola 2010
 Annual Report of Coca Cola 2011

17. THANK YOU