1. Market study of Coca Cola company
Jumyeong Kim
Xinyi Goh

2. Contents
Overview of Beverage industry and Non-alcohol business trend in the world and in China
Coca Cola business model and brands and products
The consumer value Coca Cola created and What can Coca Cola do to make clients happy and loyal
Consumer market analysis of Coca Cola
SWOT and Competitor analysis in China
How to face the challenges in China C

3. Overview of Beverage Industry Non-alcohol Business Trend
&
Non-alcohol Business Trend
in the World C

4. C Non-alcohol Soda Tea & Coffee Energy Drinks Fruits Juice
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Beverages
Non-alcohol
Soda
Tea & Coffee
Energy Drinks
Fruits Juice
Alcoholic Beverages
Drinking Water
Enhanced Water
Sports Drinks
Milk Beverages

5. Oligopoly(intense competition) Limited growth opportunity
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Beverages
Non-alcohol
Soda
Tea & Coffee
Energy Drinks
Fruits Juice
Alcoholic Beverages
Drinking Water
Enhanced Water
Sports Drinks
Milk Beverages
Oligopoly(intense competition)
Limited growth opportunity
(endeavor to diversify offerings)
Changing consumer tastes
Volatile commodity costs

6. Historically dominated by Pepsi and Coca Cola
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Beverages
Non-alcohol
Soda
Tea & Coffee
Energy Drinks
Fruits Juice
Alcoholic Beverages
Drinking Water
Enhanced Water
Sports Drinks
Milk Beverages
Historically dominated by Pepsi and Coca Cola
Distribute via sizable bottling subsidiaries
Consumer preferences drive product diversification (growing awareness of health issues).
Demand for bottled water, low-sugar drinks, RTD tea increases

7. Overview of Beverage Industry Non-alcohol Business Trend
&
Non-alcohol Business Trend
in China C

8. Carbonated beverages : Tea beverages and fruit juice:
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1980s
1990s
Early 2000
Present
Future
size of the industry will continue to expand
Bottled water, tea drink, protein drink will increase
rise of healthy drinks
domestic beverage industry has a huge market-based
enjoys a great room for growth
Carbonated beverages :
Coca Cola,
Pepsi
Bottled Water:
Wahaha, Robust,
Nongfu
Tea beverages and fruit juice:
Master Kong
Uni-president

9. Nongfu Spring Master Kong Wahaha Uni-president Robust NestleC
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Beverages
Non-alcohol
Soda
Tea & Coffee
Energy Drinks
Fruits Juice
Alcoholic Beverages
Drinking Water
Enhanced Water
Sports Drinks
Milk Beverages
Dominated by 6 brands
Nongfu Spring
Master Kong
Wahaha
Uni-president
Robust
Nestle

10. Growth is limited but large consumer base
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Beverages
Non-alcohol
Soda
Tea & Coffee
Energy Drinks
Fruits Juice
Alcoholic Beverages
Drinking Water
Enhanced Water
Sports Drinks
Milk Beverages
Growth is limited but large consumer base

11. Consumers’ need of natural, low sugar, healthy beverage
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Beverages
Non-alcohol
Soda
Tea & Coffee
Energy Drinks
Fruits Juice
Alcoholic Beverages
Drinking Water
Enhanced Water
Sports Drinks
Milk Beverages
Consumers’ need of natural, low sugar, healthy beverage
Rapid growth

12. account for about 80% of the market share
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Beverages
Non-alcohol
Soda
Tea & Coffee
Energy Drinks
Fruits Juice
Alcoholic Beverages
Drinking Water
Enhanced Water
Sports Drinks
Milk Beverages
Dominated by 2 brands
Master Kong
Uni-president
account for about 80% of the market share

13. Coca Cola business model & brands & products

14. Atlanta, Georgia Founded in 1892 Since 1886 Asa Griggs Candler
 John Stith Pemberton C
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15. 37% : Mexico, India, Brazil, Japan and China
More than 500 brands
in over 200 countries
43% : the United States
37% : Mexico, India, Brazil, Japan and China
20% : spread throughout the rest of the world
Coca Cola refreshments
owns its anchor bottler in North America
Serves
Over 1.7 billion drinks each days C
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16. Coca Cola Business Model Canvas
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17. C Value Proposition Quench thirst Cool down on hot days Get sugar
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Value Proposition
Quench thirst
Cool down on hot days
Get sugar
Familiar Taste
Feel one of the cool guys
Happiness
Uniquness (special feeling)
For Distributors:
Winning product
Guaranteed to sell

18. C Customer Segments Mass Market Children Young Adults/Teens
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Customer Segments
Mass Market
Children
Young Adults/Teens
All the rest
Dep, Stores, Restaurants
Larger retail outlets
Vending machine operators
Redistributors

19. C
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Channels

20. C Customer Relationships Display Advertisement for customers Campaigns
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Customer Relationships
Display
Advertisement for customers
Campaigns

21. C Key Activities Production Bottling Marketing Distribution
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Key Activities
Production
Bottling
Marketing
Distribution

22. C Key Partners Coca Cola Company Advertisement Agency
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Key Partners
Coca Cola
Company
Advertisement Agency
Bottle Supplier/ Bottler

23. C Key Resources Bottling/Syrup Factory Distribution Center
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Key Resources
Bottling/Syrup Factory
Distribution Center
Employees(146,200) 
Marketing Budget
Franchise Contract

24. C Revenue Streams Retail Price
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Revenue Streams
Retail Price
Fixed Pricing(Volume, product feature dependent)

25. C Cost Structure Marketing Bottling and Distribution Producing Syrup
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Cost Structure
Marketing
Bottling and Distribution
Producing Syrup
Franchise Contract

26. Coca Cola Brands & Products
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27. Refrechin Everyone We Touch

28. Refrechin Everyone We Touch

29. Refrechin Everyone We Touch

30. C The consumer value Coca Cola created &
What Coca Cola do to make clients happy and loyal C

31. Feel one of the cool guys
Quench Thirst
Cool down on hot days
Get sugar
Healthy
Feel one of the cool guys
Uniqueness
Happiness
The consumer value

32. Refrechin Everyone We Touch

33. What Coca Cola do to make consumers happy and loyal
Consumer-Centricity
first beverage company to offer front-of-package labeling that states the number of calories in each can
aligning their product offerings with the consumer’s growing search for healthy and green product solutions
Familiarity
Familiarity creates a sense of affinity between the customer and brand
more exposure to Coca Cola by lots of advertisements and campaigns
memory refreshment and positive association

34. How does Coca Cola analyze its consumer market?

35. C
STP
Segmentation
Targeting
Positioning C
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36. Segmentation Geographic segmentation Place of consumption
Dividing the market
Geographic segmentation
Place of consumption
Types of products bought by customers
Demographic segmentation C

37. Geographic Segmentation
To divide markets into different geographic units
World Region or Country Region
Population Density
City or Metro Size
Climate C

38. C
Place of Consumption
At home
Cinemas
Streets C

39. Types of products bought by customers Demographic Segmentation

40. Geographic Segmentation:
Targeting
Geographic Segmentation:
Winter VS Summer C

41. The heath conscious segment of the market
Targeting
The heath conscious segment of the market C

42. Positioning Creating an identity in the minds of a target market
Refreshing and Thirst Quenching
Consistent and High Quality
Happiness C

43. SWOT of Coca Cola C

44. SWOT Analysis C C Weaknesses Strengths
- Very strong brand
- Able to enjoy EOS
- The Coca Cola system
Weaknesses
- Criticisms regarding health and environmental issues
- Dropping sales in several countries
Opportunities
- Inorganic growth and acquisitions
- Growing healthy drinks and bottled water
Threats
- Changing trends
- Dependence on third party bottling partners C

45. SWOT Analysis C C Weaknesses Strengths
- Very strong brand
- Able to enjoy EOS
- The Coca Cola system
Weaknesses
- Criticisms regarding health and environmental issues
- Dropping sales in several countries
Opportunities
- Inorganic growth and acquisitions
- Growing healthy drinks and bottled water
Threats
- Changing trends
- Dependence on third party bottling partners C

46. SWOT Analysis C C Weaknesses Strengths
- Very strong brand
- Able to enjoy EOS
- The Coca Cola system
Weaknesses
- Criticisms regarding health and environmental issues
- Dropping sales in several countries
Opportunities
- Inorganic growth and acquisitions
- Growing healthy drinks and bottled water
Threats
- Changing trends
- Dependence on third party bottling partners C

47. SWOT Analysis C C Weaknesses Strengths
- Very strong brand
- Able to enjoy EOS
- The Coca Cola system
Weaknesses
- Criticisms regarding health and environmental issues
- Dropping sales in several countries
Opportunities
- Inorganic growth and acquisitions
- Growing healthy drinks and bottled water
Threats
- Changing trends
- Dependence on third party bottling partners C

48. Coca Cola’s Competitor Analysis in China

49. Master Kong Tingyi Holding Corporation Largest instant noodle producer
48.3% leading market share in RTD market
19.6% leading market share in bottled water market
Second to Huiyuan in fruit juice market C

50. RTD Teas and Fruit Juices
Coca Cola in Asia VS
RTD Teas and Fruit Juices
24%
Soda
Less than 9% C

51. How does Coca Cola face its challenges in China?

52. C
Advertising
Adapt and Modify!
Health Benefits C

53. C
Refreshing Everyone
We Touch
Thank you