Coca-Cola- Open Happiness

Industry analysis:Food Processing Industry in India

Indias food processing industry is US $482 billion. As per Annual Survey
of Industries for 201213, there were 1.6 million persons engaged in
registered food processing sector. During FY0813, employment in the
registered food processing sector rose at a CAGR of 1.3 per cent. Food
products generated the highest employment in the country in 2011-12
(12.1 per cent). By 2024, food processing sector is expected to employ 9
million people in India

Changing consumer

NOTABLE TRENDS IN THE INDIAN FOOD PROCESSING

SECTOR
Changing consumer tastes

Wide array of products, coupled with increasing global connectivity,

has led to a change in the tastes and preference of domestic
consumers
This trend has been bolstered by rising incomes, increasing
urbanisation, a young
Population, and the emergence of nuclear families. Consumer
preference is moving

Towards healthier snacks

Entry of international companies

Liberalisation and growth of organised retail have made the Indian

market more attractive for global players. With a large agriculture
sector, abundant livestock, and cost competitiveness, India is fast
emerging as a sourcing hub of processed food.
Danone, Nestle, Kraft Foods, Mondelez, International, Heinz are the
international players in food processing market in India.

Rising demand on Indian products in international

market of international companies

Strategic geographic location and continuous increase in raw

material production help India to supply cheaper products to other
countries
Indias exports of processed food and related items rose at a CAGR
of 23.3 per cent during FY1115
Companies like Haldirams and Bikarnervala have a presence in over
70 countries,
whereby they provide Indian snacks.

Consumer Food segment is segregated into 3

segments as listed:

Beverage Industry in India

Tea is the most common hot beverage in India, especially in northern,
western and eastern regions. Hindustan Unilever Ltd. leads this segment
with its Brooke Bond Red Label, Brooke Bond 3 Roses, Brooke Bond Taj
Mahal, Brooke Bond Taaza, and Lipton tea brands. TATA Global Beverages
Tetley tea is also popular. The population in southern India has historically

preferred coffee, both brewed and instant, including coffee blended with
chicory.
Cold drinks such as soft drinks and fruit drinks are becoming more
common in the country. Coca-cola and PepsiCo dominate this category.
Packaged water is increasingly prevalent as the Indian population does not
trust the quality of municipal water. Parle Agros Bisleri, PepsiCos
Aquafina and Coca-Colas Kinley, and Tatas Himalaya are the most wellknown brands. Hundreds, if not thousands of small bottlers also sell water,
some of whom are of dubious quality.

Brief history of Coke

Coca-Cola was invented by a Pharmacist named John Pemberton in 1886.
The sole aim behind the invention was commercial success which
Pemberton wanted to gain post a civil war. Hence, he created a flavoured
syrup, which was mixed with carbonated water and named Coca-Cola by
Frank M. Robinson.

John Pemberton
The first slogan written for Coca-Cola was- The pause that refreshes.
Fact The first servings of Coca-Cola were sold for a mere 5 cents per
glass. In the initial year, the servings were limited to 9 servings per day in
the city of Atlanta.

Current status of the company

1) As of 2015, Coca-Cola holds a market share of 48.6% globally
followed by Pepsi, which has a market share of 20.5%.
2) In 2006, Coca-Cola was ranked 1 on the Fortune 500s list of best
beverage companies.
3) Currently, the company is based out of the United States with Muhar
Kent as the global CEO.
4) Coca-Cola is officially available in every country except Cuba and
North Korea.

Cokes Target Market

Even though Coke targets largely all groups of people thanks to its diverse
product portfolio, the target is usually young people who are 12 years or
older. This is largely because it wants to be responsible as far as its
marketing goes, as it is proven by research that younger kids are affected
by the product more adversely.
Another significant Target market are the health conscious customers with
products like coke zero. Finally, Coca Cola consider each customer as a
target and a potential consumer. All age groups are being targeted but the
most potential is the age group from 18-25 that covers around 40% of
total age segments.
Life style: no life style targeted but more and more busy life style and
mobile generation (youth) are considered to be the most important part of
Cokes consumers.
Occupation: no occupation targeted but consumers are mainly students
and family oriented people
Nature: fun, joy, entertainment loving

Cokes Product Line

Coca Cola acquired Indian brands like Thums Up, Citra, Limca, Maaza. For
the health conscious, it introduced Coke Zero and Diet Coke, Sprite zero
and Fuze Iced tea along with a line of fruit juices Minute Maid and Vio
(Milkshakes)
Other products include Kinley water and soda, Schweppes, Georgia Gold
(coffee & tea)

Factors that give Coke its uniqueness

Coke is synonymous with the word happiness. The motto of CocaCola is happiness shares, from here you can see that the strategy of
Coca-Cola not only sell the product alone but also sell a good
relationship and communication with customers. And this happiness
campaign you can see on their site, where Coca-Cola just preach
about happiness.
Coca Cola has delivered consistency in its products. And for
decades, this builds trust and makes people believe in the brand.

Coca Cola has a wide range of products, and the products are
customized and tailor made according to geographies. For eg, CocaCola produces many custom beverages for the Philippines, but the
cola-flavored Jaz Cola is intended for an even more specific
audience. Not only was it created for consumers living in the
Visayan Islands- the main middle island it has reportedly fueled
Visayan pride among its teen consumers.
Coca cola sponsors events ranging from sports to social awareness
to media. This makes association of the brand with many facets of
life and appeals to different kinds of audiences without limiting itself
to one particular type.