Coca-Cola

The global
drink

Content

History
Mission and Vision
SWOT
Acquisitions

HISTORY
Invented in may 1886 by Dr. John styth
pembenton.
First glass sold for 5 cents at Jacobs
Pharmacy in Atlanta.
May 29,1886-first newspaper advertisement
pronounced it "Delicious and Refreshing.

DEVELOPMENT
April 1888,Dr.pembenton sold off his interest
in coca-cola and passed away two days after.
April 1888, Asa candler began buying up
coca-cola shares.
By 1892, Asa candler was sole proprietor of
coca-cola for a total investment of $2,300.

GROWTH
Candlers expertise in marketing led to
massive growth in Coca-cola.
1894-Coca-cola opened its first syrup
manufacturing plant outside Atlanta in Texas.

GROWTH
During 1960 and 1970, Coca-cola began
diversifying its business.
Coca-cola acquired more than 15 different
businesses ranging from food, wine and soft
drinks to film and water treatment.
Coca-cola adopted a product development effort
with diet , caffeine-free and citrus soft drinks.

MISSION
To refresh the world
To inspire moments of optimism and
happiness
To create value and make a
difference

VISION

COMPETITORS
Pepsico Inc
Nestle
Dr. Pepper Snapple Group inc

SWOT

STRENGTH
1.The number one beverages brand in terms of

reach and sales

2. Popular subsidiary brands like Coca Cola, Fanta,

Maaza, Minute Maid, etc.
3. Global reach with presence in over 200 countries
4.More than 500 brands on offer

Kinley, Limca,

5.An employee strength of around 1,50,000 people

globally
6.Strong and efficient supply chain network
7.Strong financial condition
8.Strong brand recall through advertising and
marketing by associating with celebrity brand
amassadors

9.CSR activities in the field of water

conservation and recycling, education, health
etc.
10. Effective and efficient packaging technique
giving emphasis on recycling and reusing
11. Long association with international sports
events, sponsorships etc

WEAKNESSES
1.The presence of traces of pesticides in
the cola beverages have caused damage
to the brand image
2.Strong competition in the aerated
drinks segment from PepsiCo means
constant fight over market share
3.No presence in the snacks and food
industry.

OPPORTUNITIES
1.Increase its reaching untapped countries
and market
2.Popularise the less known products
3.Diversify its product portfolio by
entering into snacks industry to compete
with PepsiCo

THREATS
1. Health consciousness among people
2. Difficulty in complying with different
government regulations and norms
in different countries
3. Inflation,economic slowdown and
instability
4. Strong competition

STP

SEGMENTATION
oAnyone who needs a beverage for any
occasion
TARGETING
oAll age groups, from kids to adults
POSITIONING
oA beverage brand for the entire family

PRODUCT PORTFOLIO

Coca-Cola
Diet Coke
Coke Zero
Thums Up
Sprite
Sprite Zero
Fanta
Fuze Tea Lemon
Fuze Tea Peach

Limca
Maaza
Minute Maid
Kinley Water
Kinley Soda
Schweppes
Georgia Gold
Vio

ACQUISITIONS
Acquired Minute Maid in 1960.
Acquired Indian cola brand Thums Up in
1993, and Barq's in 1995.
In 2001, it acquired the Odwalla brand of fruit
juices, smoothies, and bars for $181 million.

 In 2007, it acquired Fuze Beverage from

founder Lance Collins and Castanea Partners
for an estimated $250 million.
In 1982, Coca-Cola purchased Columbia
Pictures for $692 million.
It sold the movie studio to Sony for $3 billion in
1989.

FINANCIALS
Market Cap : 191.88 billion USD for
March 2016
Revenue : 44.29 billion USD (2015)
Net income : 7.351 billion USD (2015)

MARKET SHARE

INNOVATIONS