INTRODUCTION

Invented in the late 19th century by John Pemberton Carbonated soft drink operates in more than 200 countries

Markets nearly 500 brands and more than 3,000 beverage products
It is produced by The Coca-Cola company of Atlanta, Georgia

Registered trademark since March 27, 1944

COKE IN INDIA
Coca-Cola was the leading soft drink brand in India until 1977 before it left India. After a 16-year absence, CocaCola returned to India in 1993 Cokes acquisition of local popular India brands including was a strategic step & success. Its annual per capita consumption was only 6 bottles versus 17 in Pakistan, 73 in Thailand, and 800 in U.S. With its large population and low consumption, the rural market represented a significant opportunity for penetration.

SEGMENTATION
Largest manufacturer, distributor and marketer of nonalcoholic beverage concentrates and syrups in the world Coca-Cola, and is one of the largest corporations in the United States Coca-Cola manufactures and distributes juices and juice drinks and certain water products, such as Dasan It's competition ranges from people eating healthy, to plain old water, to Pepsi

POSITIONING
Produce a range of beverages Easily available All our products are enjoyed by the majority of people Our sampling events are directed to people over the age of 12 Ensure that lower energy products are priced attractively and the packaging is in a single serve size

PRODUCT PORTFOLIO

Targeting
Coke is aimed at people between the ages of 12 to 25 Diet coke is targeted at consumers who are between the age of 25 and 39 PowerAde sports water target those who are fit, healthy and do sport. Winnie the Pooh sipper cap Juice Drink target children between the ages 5-12.

THANDA GOES RURAL

2002, CCI launched a new advertisement campaign: Featuring Bollywood star Aamir Khan. Tagline Thanda matlab Coca-Cola Targeted at rural, semi urban customers. Idea was to position Coca-Cola as a generic brand for cold drinks. CCI began focusing on the rural market in the early 2000s in order to increase volumes.

REASONS FOR CCIs MOVE

Flat sales in urban markets. Huge size of untapped rural market. Improvement in income and spending power of rural people. Better physical distribution channel. Aspirations for urban lifestyle. Increased awareness due to television reach.

Promotional Strategies
Discount offers Mass communication

Free offers

Market share

SWOT
STRENGHTS Worlds leading brand WEAKNESSES Negative publicity Bio solids Seasonal sales

Lagre scale of operations

OPPORTUNITIES
Acquisition intense competition Growing bottled market

THREATS
Intense competition Dependence on bottling partner

Sluggish growth of Carbonated beverages

Brand Personalities
All brand ambassadors are Charismatic

Globalisation of brand
The original version of Coca-Cola. Diet coke Cherry Coca-Cola in North America until 2006. Zero-calorie variant (Coca-Cola Cherry Zero) also currently available Capturing rural market in India Powerade sports water Minute Maid Juice Eco friendly canes