WRITTEN BY- SANDEEP PURI

ARCHIT KHAKER
SHREYA GUPTA
 Coca cola, headquartered in US, giant beverage sector , 500 brands, 200 footprint
in over 200 countries, 7lakh employee.
 Owned 21 brands , valued at over US 1 billion each.
 'Coke' best known product , invented in 1886; listed 5th for most valuable brand in
2017.
 In India , entered in 1950, exit in 1977 , re-enter in 1993.
 Ranked 6th largest market in India (volumes)
 Had 2.6 million outlets to sell its products, over 700 distributors.
 Focused on 3 things majorly : Availability, affordability, and acceptability.
 James Quincy , CEO , in August 2017,sets ambitious goals (announcements) to be
covered by 2025 or 2030.
 Indian soft drink market valued at 19 billion USD, expected to grow 3 times its size
by 2020
 Soft drink market share still dominated by hot beverages; mainly tea and coffee
(83%).
 Coca-Cola lost its market share by around 4.7% ,still remains a leader in the soft
drink market far ahead of its competitors.
 Evolving customer in the Indian market demanded healthier alternatives to sugary
carbonated drinks.
 Key competitors
1. PepsiCo - Entered after Coca-Cola. Expanded its product portfolio to include lays,
Pepsi, Kurkure, etc. with a special focus on the nutritional aspect.
2. Parle Agro - A homegrown initiative included iconic brands such as Appy fizz, Frooti
3. Dabur - Marketed fruit juices under the Real brand. Enjoyed 50% market share in the
fruit juice segment specially catering to the health-conscious customer.
 Coca Cola India’s market shares decreased from 37.6 % in 2012 to 32.9% in 2016

 According to 2016 sales, juices and fruit drinks like Real, Slice, Tropicana, Rooh
Afza, and Tang had pushed Pepsi and Coke out of the top 5 best selling brands in
India
 Competition from local beverage manufacturers like Jayanti Beverages, Xalta,
Campa Cola.
 Introduction of local flavors jaljeera and aampanna and increasing health
awareness among customers was adding to growth of juices.
 Inducting its strong intent to steer away from its core competitors
 Coca-Cola India sought to transform itself by shifting its focus from sugar
carbonated drinks to healthier option
 Reduce sugar content in products like Coca-Cola Zero
 Smaller sizes drinks to facilitate lesser sugar content
 Add mineral based fortified products in it's portfolio
 Introduce juice-based drink and mineral water
 Small entry in dairy segment
 According to a survey, 46% Indians expected their food to be healthier by 2025.
 Increased internet penetration up to 55% by 2025, social media becomes an
opportunistic tool for strategic marketing.
 Emerge as a “Total Beverage Company or One Stop Shop” for all beverage needs
 To ensure sustainable growth, Coca- Cola ventured into new segment
1. Vio (flavored milk beverage)
2. Zico (Coconut Water)
3. Fuze tea
 Will Invest $1.653 billion between 2017 and 2022 to foray into
1. Enhancing into local fruit variants
2. Adding juice to current portfolio
3. Launching new range of products
4. Exporting Indian fruits to global systems
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APURV ADARSH (024011)
KRITI BURMAN (024024)
RISHABH PANDEY (024039)
SHUBHANGI TIWARI (024059)
YASH PANWAR (024060)
PIYUSH KUKREJA (024070)