COCA COLA

Prepared by : FARMAN ULLAH ELECTRICAL ENGINEER

INTRODUCTION  Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one of the most recognizable brands in the world.  Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage at Jacob's Pharmacy by mixing Coca- Colasyrup with carbonated water.

CONTIN…….  Coca-Cola was patented in 1887, registered as a trademark in 1893 and by 1895 it was being sold in every state and territory in the United States.  In 1899, The Coca-Cola Company began franchised bottling operations in the United States and in 1906 bottling operations for Coca-Cola began to expand internationally.

MANAGEMENT FUNCTION  Planning  Organizing  Leading  controlling

PLANNING  Vision of becoming the best and the biggest anchor bottler in the world.  Long term plans for the next 5 years and short plans for the next year.  Apart from strategic plans,it makes the tactical plans with middle management wich increases it’s share from 5 to 30%.

ORGANIZING  Coca-Cola follows the decentralization within centralization model of organizing itself.  Employees with similar skills and common work functions are grouped together.  The managers at all levels are afforded a high degree of autonomy, the responsibilities are clearly defined.

LEADING  It emphasizes the transformative leadership at both the Global and the Local levels.  Coca-Cola believes in a democratic and laissez faire approach to leading  The monetary incentives include pay hikes, bonuses, and commissions based on the sales achieved

CONTROLLING  It is done through periodic reviews of managerial and sales persons performance.  The evaluation period is usually a year for sales managers whereas it is a quarterly cycle for the market development roles, and a monthly cycle for the salespersons.  It ensures the performance of development plan.

MARKETING MIX  A planned mix of the controllable elements of a product's marketing plan commonly termed as 4Ps: –  Product  Price  Place  Promotion

COCA-COLA MARKETING MIX  Coca cola is the brand with the highest brand equity. No doubt it has gone through the ups and downs of business to reach that position.  The marketing mix of Coca cola has been changing over time with more and more products being added such that today it has 3300 products.

Product  The company has the widest portfolio in beverage industry comprising of 3300 products.  Beverages are divided into diet category, 100% fruit juices, fruit drinks, water, energy drinks, tea and coffee etc.  Coca cola is the No.1 brand in sparkling beverages, juice, and retail packaged water in  Coca cola has its market presence around 200 countries.

Price  Due to the availability of wide range products the pricing is done according to the market and geographic segment.  Each sub-brand of coca cola has different pricing strategy.  Their pricing strategy is based on the competitors pricing, Pepsi is the direct competitor to coke.  Beverage market is said to be a oligopoly market (few sellers and large buyers), hence they form into cartel contract to ensure a mutual balance in pricing between the sellers.

Place  Coca cola is the world’s most favorite brand and is available all over the world.  The distribution system of coca cola follows the FMCG distribution pattern.  The effective distribution network of coke has almost eroded the small and middle level players in the market.

Promotion  Coca cola adopts various advertising and promotional strategies to create an increased demand in the market by associating with life style and behaviour.  Coca cola uses CSR as its marketing tool to gain emotional benefits in consumers mind.  It allows price discounts and allowances to distributors and retailers in order to push more products into the market.  It employs both push strategy through promotions and pull strategy through advertisements and campaigns.

Demand and supply Price of relative goods:  Demand for coca cola is also influenced by the change in price of relative goods.  In case of coca cola there are number of substitute goods available in the market, we have pepsi,Mirinda,limca,spirit,etc. Now if the price of coca cola increases and the price of other drinks remain the same,then the demand for coca cola will fall down.

SHIFT IN DEMAND CURVES  Shift in demand curves refers to the change in demand due to change in factors other than price. There are two types of shift:  Upward shift  Downward shift

SUPPLY  Supply is a full description of how the quantity supplied of a commodity responds to change in its price.  More than 1.9 billion times everyday consumers choose their brand for refreshment and expect nothing but 100% quality - every time.

CONCLUSION  The Coca Cola Company has come a long way from selling a few servings of carbonated beverages in a pharmacy, to an international scale business.  The Coca Cola Company has developed all the elements necessary to run a multi-million, worldwide enterprise and refreshes all the people that come in contact with their products.