OBE

2. Group members: CMSID
KAMRAN IQBAL: 34816
SABIR SHAH: 34647
M UMER: 33011
ADNAN KHAN: 34099

4. Reasons for choosing this company
 Famous in youngsters
 Kings of cold drinks.
 The study whether Coca-Cola is a lifestyle product.
 One of the most liked cola flavor.
 Does health counts while marking purchase decision for soft drink?
 To know brand recall of coke.

5. OBJECTIVES
 To know the core values, vision and mission
 To understand the internal and external environment in which Coca Cola
operates.
 To understand the future prospects of different products
 To identify and characterize the different growth strategies used by Coca
Cola
 To know about the Coca-Cola Company’s strategies management
process

6. COMPANY OVERVIEW
Type Soft Drink (Cola)
Manufacturer The Coca- Cola Company
Founder (s) John S. Pemberton
Country of Origin United States
Introduced 1886
Area Served Over 200 countries
Flavors Cola, Cola Green Tea, Cola
Lemon, Cola Lemon Lime, Cola
Lime, Cola Orange and Cola
Raspberry.
Employees 92,400
Servings per Day 1.6 Billion

7. • Coca-Cola was first sold to the public in
Atlanta at Jacob’s Pharmacy
• Only 9 servings of the soft drink were sold
each day
• Sales for the first year were only $50
• Today it has 3000 brands-200 nations

8.  People: Be a great place to work where people are inspired to be the best they
can be.
 Portfolio: Bring to the world a portfolio of quality beverage brands that
anticipate and satisfy people's desires and needs.
 Partners: Nurture a winning network of customers and suppliers, together we
create mutual, enduring value.
 Planet: Be a responsible citizen that makes a difference by helping build and
support sustainable communities.
 Profit: Maximize long-term return to shareowners while being mindful of our
overall responsibilities
 Productivity: Be a highly effective, lean and fast-moving organization.
VISION

9. MISSION
To refresh the world in body, mind and spirit
To inspire moments of optimism through our brands and our actions
To create value and make a difference everywhere we engage.

10. VALUES
 Leadership: The courage to shape a better future
 Collaboration: Leverage collective genius
 Integrity: Be real
Accountability: If it is to be, it's up to me
 Passion: Committed in heart and mind
Diversity: As inclusive as our brands
 Quality: What we do, we do well

11. Coca-Cola Bottles
1894 was the first time Coca-Cola was bottled
1894- early 1900s 1905-1916 1915- today

12. INDUSTRY ANALYSIS
 The food and beverage industry encompasses harvesting, processing, milling,
packaging, transport and distribution of products to consumers.
 In 1999, the value of food and beverage industry shipments reached an
estimated $487 billion.
The needs that customer might be seeking to satisfy are:
 Physiological: the need of special food items
 Economic: the need for good value for the price paid
 Social: a friendly atmosphere, to express feelings
frankly
 Psychological: the need for enhancement of
self‐esteem
 Convenience: the desire for someone else to do the
work.

13. BuyersSuppliers
Substitute
products
Potential
entrants
Industry competitors
Rivalry among
existing firms
Threat of
new entrants
Bargaining power
of suppliers
Bargaining power
of buyers
Threat of
substitutes
PORTER’s FIVE FORCEs MODEL

14. REVENUE
COMPANY ANALYSIS
Years 2011 2010 2009 2008 2007
Revenue 46.54B 35.12B 30.99B 31.94B 28.86B
Gross profit 28.33B 22.43B 19.90B 20.57B 18.54B
Gross profit 8.499B 8.231B 8.446B 8.446B 7.252B
Net income 8.572B 11.81B 6.824B 5.807B 5.981B

15. 60 %
35 %
5 %
coca cola pepsi.co others
Market Share of Carbonated Drinks

16. STRATEGIES
 Differentiated Marketing
 Customer satisfaction
 Endorsement of celebrities
 Reasonably priced
 Consumer connecting advertisements
 Availability in every local market

17. Future plans
 Increasing the per capita consumption of its
 Beverages
 Expanding its distribution networks
 Leading the beverage revolution in India

18. STRATEGIC
FORMULATION

19. - Strong brand image
- Financially stable
-Strong distribution channel
-Heavy promotional
activities
-70 % revenue -outside USA
STRENGTHS
WEAKNESS
-Health care issues.
-Product offering restricted to
beverages
-Inability to launch new
product.

20. THREATS
- Changing consumers
preference
-legal issues
-competition (Pepsi)
-Large number of substitutes
- Increased prices of raw
materials
OPPORTUNITIES
- Large domestic market
-Export potential
-Alliances and Merges

21. Personality
 The totality of thoughts, emotion, intentions, and behaviors that a
person exhibits consistently as he or she adapts to his or her
environment.

22. Personality traits of coca cola
 All the personality traits of the Coca‐Cola brand studied in this
research impact directly on at least one of the three relational
consequences under study: trust, attachment, and commitment to the
brand. In addition they have an indirect influence (except for the
Charming and Ascendant personality traits) on commitment via trust
and attachment to the brand.

23. What create a brand personality?
 Packaging, advertising, marketing activates.
 Consumers experience with brand.
 The creation and communication of a distinctive brand personality is
one way marketers can make a product stand out from the
competition.
 Slogans/tag lines.

24. Life style
 Life style means the ways consumers live and spend their time and
money. its useful in identifying viable market segments. The life
style of the consumers is measured by three words:
 Activities
 Interest
 opinions

25. Leadership Style
 For effective leadership, there can be no substitute for strategic
thinking and tireless, relentless execution. There can be no
alternative for attracting and retaining the absolute best people to
lead and creating a dynamic environment for them. And there can be
no job more important than communicating effectively with your
customers and all your key stakeholders. Coca-Cola achieves this by
formulating a clear and compelling vision, getting their system
aligned behind it, executing and constantly communicating
intentions.

26.  The Coca-Cola Company, execution involves focusing on three core
capabilities of:
 Consumer marketing - which generates that bond and emotional
connection with consumers.
 Commercial leadership - which involves all the strategic actions
taken with over 20 million retail customers who sell Coca-Cola
brands around the world each day.
 franchise leadership - which is working with its 300 bottling
partners around the world to create greater system alignment

27. REFERENCES
 http://heritage.coca-cola.com/
 http://en.wikipedia.org/wiki/Coca-Cola
 www.tonylea.com/2007/coca-cola-case-study/
 http://inventors.about.com/od/sstartinventio
ns/a/soft_drink.htm