Presentation by :

Fawad Dalwai
Dharmesh Churiwala
Jannat Khan
Rhea Vijapure
Introduction

• The Coca-Cola Company is the world’s largest

beverage company, refreshing consumers with
nearly 500 sparkling and still brands.
• The company is best known for its flagship
product Coca-Cola.
• Along with Coca-Cola®, recognized as the
world’s most valuable brand, the Company’s
portfolio includes 12 other billion dollar brands.
The company operates a franchised distribution system
dating from 1889 where The Coca-Cola Company only
produces syrup concentrate which is then sold to various
bottlers throughout the world who hold an exclusive
territory.

The Coca-Cola Company is headquartered in Atlanta,

Georgia. Its stock is listed on the NYSE and is part of
DJIA, S&P 500 Index, the Russell 1000 Index and the
Russell 1000 Growth Stock Index. Its current chairman
and CEO is Muhtar Kent.
How It All Began
Like many people who change history, John Pemberton, an
Atlanta
pharmacist, was inspired by simple curiosity.
One afternoon in1886, he stirred up a fragrant, caramel-colored
liquid and, when it was done, he carried it a few doors down to
Jacobs' Pharmacy. Here, the mixture was combined with
carbonated water and sampled by customers who all agreed – this
new drink was something special.
So Jacobs' Pharmacy put it on sale for five cents a glass.  
Pemberton's bookkeeper, Frank Robinson, named the mixture
Coca-Cola®, and wrote it out in his distinct script. To this day,
Coca-Cola is written the same way.
 In the first year, Pemberton sold just 9 glasses of Coca-Cola a
day.  

 A century later, The Coca-Cola Company has produced more

than 10 billion gallons of syrup. Unfortunately for
Pemberton, he died in 1888 without realizing the success of
the beverage he had created.  

 Over the course of three years, 1888-1891, Atlanta

businessman Asa Griggs Candler secured rights to the
business for a total of about $2,300. Candler would be come
the Company's first president, and the first to bring real
vision to the business and the brand.
Brands
The Coca-Cola Company brands include:
• Coca Cola
• Minute Maid
• Fanta
• Monster Energy (distributed by Coca-Cola, made by Hansen Natural)
• Oasis
• Limca
• Powerade
• Maaza
• Sprite
• Thums Up
• Coke Zero
• Dasani water
• Diet Coke
• Fuze
• Hi-C
• Kinley
• Georgia Gold
• Burn
Mission and Vision
Mission Statement
 “At The Coca-Cola Company, we strive to refresh the
world, inspire moments of optimism and happiness,
create value and make a difference.”

Vision
 Our vision serves as the framework for our Roadmap
and guides every aspect of our business by describing
what we need to accomplish in order to continue
achieving sustainable, quality growth.
The Coca-Cola System
The Coca Cola Company is able to create global
reach with local focus because of the strength of
the Coca-Cola system, which comprises their
Company and more than 300 bottling partners
worldwide.
 While many view the Company as simply "Coca-
Cola," the system operates through multiple local
channels.
 The Company manufactures and sells
concentrates, beverage bases and syrups.
It also owns the brands and is responsible for
consumer brand marketing initiatives.
 Their bottling partners manufacture, package,
merchandise and distribute the final branded
beverages to their customers and vending partners,
who then sell the products to consumers.
 All bottling partners work closely with customers
to execute localized strategies developed in
partnership with the Company.
Some Interesting Numbers
 According to the 2005 Annual Report, the company
sells beverage products in more than 200 countries.
 92,400 employees worldwide worldwide.
 In 2010 it was announced that Coca-Cola had become
the first brand to top £1 billion in annual UK
grocery sales.
 We own 4 of the world’s top 5 non-alcoholic
sparkling beverage brands: Coca-Cola, Diet Coke,
Sprite and Fanta.
 Nearly 1.6 billion consumer servings per day.
Lobbying

In the US, Coca-Cola is a major lobbying force

working to gain favourable legislation for the
beverage industry.

 In both 2005 and 2006, it spent $1 million each

year on lobbying. In 2007 that increased to $1.7
million, and by 2008, to $2.5 million. In 2009,
total lobbying expenses jumped to $4.5 million, or
nearly double the previous year.
 Management Principles

The company, led by the some

of
the finest leaders and managers,
can attribute its magnificent
success to the application of
universal management
principles
such as:

 Division of Work
 Remuneration

 Initiative and
Innovation

 Excellent work
atmosphere
Motivation

Stress on Sustainability

Stress on consumer satisfaction

Strengths
World’s leading brand/Brand
recognition
Solid financial performance
Large scale of operations and
world wide network
Robust revenue growth in three
segments
Opportunities
Acquisitions
Fast growth of non-carbonated
drinks
Growing bottled water market
Growing Hispanic population in
US
Weaknesses
Negative publicity
Credit Rating
Sluggish performance in North
America along with customer
concentration in the US.
Decline in cash from operating
activities
Threats
Intense competition
Commodity price rise
Dependence on bottling partners
Sluggish growth of carbonated
beverages
Criticism

 The Coca-Cola Company and its products have been

criticized by various sources for various reasons
including negative health effects resulting from
consumption of its products, exploitative labor
practices, high levels of pesticides in its products,
building plants in Nazi Germany which employed
slave labor, environmental destruction, monopolistic
business practices, hiring paramilitary units to murder
trade union leaders, and marketing unhealthy
products to children.
 Human right violations.

 Monopolistic and restrictive trade practises.

 Relation to the Middle East and U.S. foreign

policy.

 Environmental issues.
Responsible Marketing
Advertising and Marketing to Children Policy

 The Company recognises the right of the parent or caregiver to make the
appropriate choices for your children. This fact is at the cornerstone of their
"Responsible Marketing Practices -- Advertising and Marketing to Children."
While this policy has been in effect for the sparkling, full calorie soft drinks for
more than half a century, they continue to make efforts to change in step with
consumers' needs and the marketplace. As children are increasingly exposed to
marketing messages across more mediums, parents’ need for greater control
and guidance have been heightened.

 It is for this reason that they have broadened their "Advertising and
Marketing to Children Policy" to include all of their beverages, so that
children under the age of 12 will not be directly targeted by any of their
marketing messages in traditional advertising mediums, nor will they be
shown drinking any of their products outside of the presence of a parent or
a caregiver.
Product Safety & Quality
 The global nature of their business requires that the Coca-Cola system
has the highest standards and processes for ensuring consistent product
safety and quality -- from the concentrate production to the bottling and
product delivery. Key product and package quality attributes are
measured to ensure their beverage products in the marketplace meet
Company requirements and consumer expectations. Consistency and
reliability are critical to product quality and to meeting global
regulatory requirements and Company standards.
Live Positively - A CSR initiative

 Live Positively is Coca Cola Company’s

commitment ‘to make a positive difference in the
world by redesigning the way we work and live so
sustainability is part of everything we do’.
• Odwalla is donating 100% of
profits from its new Haiti Hope
Mango Lime-Aid to help
provide training to mango
farmers in Haiti. These
contributions are part of the
Haiti Hope Project, a five-year,
7.5 million dollar initiative
spearheaded by the Coca-Cola
Company.
 The Haiti Hope Project will create opportunities for 25,000 Haitian
mango farmers to double their incomes, with a focus on growing
crops more efficiently and improving their access to markets. The
farmers also will receive technical training and guidance on how to
diversify their income-generating activities and ensure responsible
environmental and labor practices at the farm level.

 For over 83 years, The Coca-Cola Company has been part of the
Haitian community, and the Company’s local bottler is the largest
private employer in the country. Coca-Cola continues to invest in
the long-term growth of Haiti and cultivating new sources for fruit
in a way that integrates its commitment to sustainable communities.
 “Open Happiness”

Open Happiness is a global marketing campaign for The Coca-Cola

Company that was rolled out worldwide in the first half of 2009,
following the company's "Coke Side of Life" advertising campaign.