GROUP 7

• PALASH TOTE
• AAYUSHI MANIAR
• DEVENDRA NEWASKAR
• PRACHI SHAH
• FRAVESHI GHEESTA
 INTRODUCTION

• History of soft drinks

• Why is it called “soft drink”?
• Contents
• Different names
• About the term “soda water”.
 COCA-COLA
• It was invented in May 1886, by Dr. JOHN PEMBERTON in
Atlanta,Georgia,USA
• Coca-cola in India:- History
• The most successful products are
1. Coca Cola
2. Diet Coke
3. Sprite
4. Fanta.
• With operations over 200 countries, it has a workforce of 55,000
employees
• Coca-Cola serves over 1.7 billion servings each day.
 STRENGTHS

• Largest Market Share

• Brand Equity
• Company Valuation
• Vast Global Presence
• Fantastic Marketing Strategies
• Customer Loyalty
• Distribution Network
 WEAKNESSES

• Product Diversification
• Health Related Issues
• Water Management
 OPPORTUNITIES

• Product Diversification
• Developing Nations
• Market the Lesser Selling Products
 THREATS

• Health Concerns
• Raw Materials Sourcing
• Indirect Competitors
• Competition with Pepsi
 Market Environment of Coca-Cola
• There are 2 types of Market Environment :
1. Micro (Internal)
a) The Company
b) Suppliers
c) Marketing Intermediaries
d) Customers
e) Competitors
f) Publics
2. Macro (External)
PESTLE Analysis
a) Political Factors
b) Economical Factors
c) Socio-Cultural Factors
d) Technological Factors
e) Legal Factors
f) Environmental Factors
 PRODUCT

PRODUCT MIX
• Energy Drinks
• Juices
• Soft Drinks
• Sports Drinks
• Tea & Coffee
• Water
 PRICE

• Follows a 2nd degree price discrimination strategy

• Oligopoly Market
• Price Parity Agreement with Pepsi
• Prices neither too High nor too Low
• Size Wise Price Reduction
• Discounts on Bulk Purchases
 PLACE

• In the market for more than 130 years

• Market Presence in over 200 countries across 6 operating regions
including Europe, Latin America, North America, Pacific, Eurasia
& Africa.
• An average of 1.9 billion servings of Coca Cola are sold everyday.
• Supply Chain and Reverse Supply Chain
• Extensive distribution channel
 PROMOTION

• TV
• Print Media
• Sponsorships
• Direct Marketing
• Interactive Marketing
• Sales Promotion
• CSR Activities
PORTER’S FIVE FORCES
THREAT OF NEW ENTRANTS/POTENTIAL
COMPETITORS: MEDIUM PRESSURE

• Entry barriers are relatively low for the beverage industry.

• No consumer switching cost and zero capital requirements.
• There is an increasing amount of new brands appearing in the
market with similar prices.
 THREAT OF SUBSTITUTE PRODUCTS: MEDIUM TO
HIGH PRESSURE

• There are many kinds of energy drinks/sodas/juice products in the

market.
• Coca-Cola doesn’t entirely have an unique flavour.
 THE BARGAINING POWER OF BUYERS: LOW
PRESSURE

• The individual buyer - no pressure on Coca-Cola.

• Large retailers, like D-Mart, have bargaining power.
 THE BARGAINING POWER OF SUPPLIERS:
LOW PRESSURE

• The main ingredients for soft drink include:-

carbonated water, phosphoric acid, sweetener, and caffeine.
• Coca-Cola is likely a large, or the largest customer of any of these
suppliers.
 RIVALRY AMONG EXISTING FIRMS: HIGH
PRESSURE

• The main competitor is Pepsi.

• There are other soda brands in the market that have become
popular.
CONCLUSION
THANK YOU