GROUP MEMBERS

Vinit Vashishth
Shahbaaz Ahmed
Aditya Khurana
Asmita Sinha
Piyush Sharma

Company Overview
Coke re-entered India in 1993
The CEO of the company is Muhtar Kent, with its global headquarter in
Atlanta, Geogia.
Coke India comprises of:
Coca-Cola India
Hindustan Coca-Cola Beverages
Franchisee bottling operations
Coke globally serves 500 brands in 200 countries @ 1.7 billion servings per
day
Operates a franchised distribution system (1889)
Market Cap: $167.25 Billion (Global)

Brief History
Up till 1977, Coca-cola was the leading soft drink brand in India.
But due to norms set by the Foreign Exchange Regulation Act (FERA), CocaCola left India and did not return till 1993 after a 16 year absence from the
Indian beverage market.
FERA needed Coca-Cola to reveal its secret concentrate formula as well as
reduce its equity stake which was not acceptable.
Pure drinks, Delhi launched Campa-Cola, to take advantage of Cokes exit
and by the end of 70s, was the only Cola drink in the Indian market.
In 1980, Parle, another major Indian player launched ThumsUp.
For over a decade, Parle led the Indian soft-drinks market, with its market
share reaching a peak of 70% in 1990.

Entry Strategy
Coca-Cola got the permission to enter the country with a 100 per cent unit
in India.
On September 22, 1993, the company bought out the Parle brands.
As an entry strategy, CCI took over Parle Foods.
Over a period of time, CCI also bought certain bottling units that earlier
belonged to Parle or individual distributors.
With the entry of Coke, CCI decided not to promote the cola brand they took
over
As a result, Cokes market share (Coke + Thumps Up) fell to nearly 55%.
After 3 years of incurring losses, CCI finally took a decision to re-launch
Thumps Up. This strategy paid off and today almost 59% of the market is
governed by CCI.

Mission
The Coca Cola Company creates value by executing
comprehensive business strategy guided by six key beliefs:
1. Consumer demand drives everything we do.
2. Brand Coca Cola is the core of our business
3. We will serve consumers a broad selection of the nonalcoholic
ready-todrink beverages they want to drink through out the
day.
4. We will be the best marketers in the world.
5. We will think and act locally.
6. We will lead as a model corporate citizen.

Values
LEADERSHIP: The courage to shape a better future
PASSION: Committed in heart and mind
INTEGRITY: Be real
ACCOUNTABILITY: If it is to be, its up to me
COLLABORATION: Leverage collective genius
INNOVATION: Seek, imagine, create, delight
QUALITY: What we do, we do well

Vision
PROFIT: Maximizing return to shareowners while being mindful
of overall responsibilities.
PEOPLE: Being a great place to work where people are inspired
to be the best they can be.
PORTFOLIO: Bringing to the world a portfolio of beverage
brands that anticipate and satisfy peoples Desires and needs.
PARTNERS: Nurturing a winning network of partners and
building mutual loyalty.
PLANET: Being a responsible global citizen that makes a
difference.

Product Specifications

Sales Promotion Activities

Coca-Cola Cricket
Coca-Cola Food Mela
Coca-Cola GO-RED
Coca-Cola & Mc Donalds- We go together joint
promotion to reinstate amongst consumers a real sense of the
affinity that, both shares globally.

Segmentation & Targeting

SegmentationAGE
GENDER
RURAL VS. URBAN MARKET

Targeting-

Diet coke: weight consciousness

Maaza: kids , juice loving people
Sprite: young people
Thums-up: confident, mature and uniquely masculine attitude people
Fanta: girls, ladies

Competitors

Organizational Structure
Chair Person
G.M.
Marketing
Manager

Accounting Dept.

Shipping Deptt.

Factory Manager

Marketing
Manager

Production
Manager
Quality
Control

Sales Manager
O/S
Sales Officer

Sales Manager
(Base)
Sales Officer

Sales Supervisor

Sales Supervisor

Sales Man

Sales Man
Distribution
Officer

Mechanica
l Engineer
Shipping
Manager
Shipping Officer
Personnel
Manager

Shipping

Rewards

Distribution
Area wise distribution & promotion schemes
Focus on high traffic locations
Railway stations , Bus Stands

Manufacturing Plant

COBO

Primary

Direct

FIFO

Company Owned Depot

On Order

Secondary

&
Ready
Stock

Retailers
Tertiary
Customers

3 Day
Inventor
y
Home Delivery
Agent

Manufacturing Plant
Indirect
Secondary
Distributors
cover:

Distributors
Secondary

500-600
outlets
Retailers

Tertiary
Customers

FOBO

Logistics
1. Average Order Size
2. Order Placement
3. Transit time
4. Order Frequency
5. Inventory maintained
6. Technology
7. Mode of Transportation
8. Expenses
9. Warehousing
10. Stock keeping responsibility
. Functions & Problems of Distributors

SWOT Analysis
Strengths

Weakness

Opportunities

Threats

Worlds largest
brand

Negative publicity

Acquisition intense
competition

Intense
competition

Large scale of
operations

Sluggish performance in north Growing bottled water

america
market

Robust revenue
growth

Decline in cash from operation Has sufficient capital to Sluggish growth

activities
expand
of carbonated
beverages

Dependence on
bottling partners

Learnings & Recommendations

Learnings1. The real time order processing system through use of technology helps
reduce the lead time
2. 24hrs working i.e. the loading cases in the night saves valuable time

.Recommendations1. Pre-sellers shouldnt be looked at as an extra cost. On the contrary,

since their inception sales have risen
2. Order devices at Diamond outlets can facilitate quicker order
placement

Thank you