cocacola

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The Coca-Cola Company is the world's largest beverage company,largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups in the world and is one of the largest corporations in the United States. The company is best known for its product Coca-Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892.

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Coca-Cola is a carbonated soft drink sold internationally. The Coca-Cola Company claims that the beverage is sold in more than 200 countries. Coca-Cola, the corporation nourishing the global community with the world’s largest selling soft drink concentrates since 1886, returned to India in 1993 after a 16 year exile, giving a new thumbs up to the Indian soft drink market. In the same year, the Company took over ownership of the nation’s top soft-drink brand and bottling network.

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Coca-Cola India is among the country’s top international investors, having invested more than US$ 1 billion in India in the first decade, and further pledged another US$100 million in 2003 for its operations . The business system of the Company directly employs approximately 6,000 people, and indirectly creates employment for more than 125,000 people in related industries

PROBLEMS : 

PROBLEMS Neglection of PARLE led to the decline in market share. Operation of small bottlers acquired from Parle were inefficient and increasing cost. Frequent change of leadership due to instability created a problem for Coca Cola.(1993-2000) Push for increase in sales had taken a tall on internal systems of company. Resulted into gross violation of discounting terms and credit policies and dubious cash management practices in North India.

SOLUTIONS : 

SOLUTIONS Overhaul of whole system. Repositioning as a beverage company rather than a carbonated soft drinks company. Change in packaging and revamp Thumps Up & other Parle brands. Kept Government happy. Shifted its strategy to “THINK LOCAL, ACT LOCAL” strategy. Expanding its local portpolio.

SOLUTIONS contd…. : 

SOLUTIONS contd…. MAAZA repositioned as juice brand. Different advertising strategy for different regions. Got the local sentiments to its side by leveraging regional festivals. Focus on youth. Brand ambassador like “HRITHIK ROASHAN” in 2000 after the success of KAHO NA PYAR HAI..

SOLUTIONS contd…. : 

SOLUTIONS contd…. Promoted all brands like Thumps Up & Sprite. Affordable price in smaller pack- A hit in Rural areas. Streamlined distribution system. Transparency in whole operations through IT.

Market Share of Coca-Cola and Pepsi : 

Market Share of Coca-Cola and Pepsi Source : ORG

HUMAN RESOURCES INITIATIVES…. : 

HUMAN RESOURCES INITIATIVES…. VRS to cut costs. Relaxation of dress code. Integrity in diversity of work force. Indian approach to management. Career planning system for 530 managers.

FUTURE OUTLOOK.. : 

FUTURE OUTLOOK.. STRATEGY- More fields trips for manager to understand market better. FINANCIAL STRATEGY- Service the trade better in terms of credit, frequency and efficiency. INCREASE PRODUCT LINE- GEORGIA BRAND OF TEA AND COFFEE..

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PROMOTION BY BIG STARS

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Coca-Cola is recognized by 94% of the world’s population Approximately 10,450 Coca-Cola brand drinks are consumed around the world each second of every day In Hong-Kong, heated Coke is served as a cold remedy Coke advertises in 200 countries around the world. There are 27 different varieties of coke made by Coca-Cola A single share in Coke that was bought in 1919 would be worth $92,500 in 1997 INTERESTING FACTS ABOUT COKE

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First bottle of Coke was sold 123 years ago on May 8, 1886 in Atlanta, Georgia. Coke was first advertised as a remedy for headaches and exhaustion Coca-Cola sold only 25 bottles in the first year,Nowadays, they sell over one billion bottles per day. In July 1985, Coke was the first soft drink to be enjoyed in outer space on the space shuttle Challenger. The sales of Coke in the first year was $50, and the expenses were $70