THE

COCA-

GROUP 4
COLA
PROJECT
GAURAV (19017) | ISHAAN (19020) | NIKHIL (19030) | RAGHAV (19035) RONIT
(19040) | SAHIL (19041) | VAASU (19057)
 PRESENTATION
OUTLINE
TO P I C S TO D I S C U S S

Introduction
Coca-Cola- The Brand
Situtaion Analysis
-Aggregate Factors
-Macro-environmental Factors
-Industry Analysis
Strategic & Competitor Analysis
Consumer Behaviour (Consumer Insights)
Recommendations
INTRODUCTION

THE BRAND
 T H E B LA C K
T H E C O LO U R S T H E B O T TL E
FIZ Z
The colours red and white The black colour liquid The glass bottle of the
together are iconic. with bubbles is more firm is widely recognised
likely to be associated and associated with the
with the brand which is brand.
recognised by more than
94% of world population

"Bubbles" "Cold" "Chill"

"Joy"
and
"Red" "Black" "Happines"
 1176.3
The expected market value of the non-alcoholic cold
BILLION
AGGRE
beverage market by 2020

INR
17.6%
The expected CAGR at which this market is growing
GATE
YEAR-
FACTOR
Sales vary from season to season due to
ROUND
psychographic and climatic factors S
SALES
SITUATI
ON
ANALY
SIS
Political

Environmental
MACRO
Socio-Culutral
ENVIRON
Technological
MENTAL
Economic
FACTORS
Legal
 Threat of Buyer Power

INDUSTR
Threat of New Entrant

Threat of Supplier Power

Y
Threat of Substitute ANALYSI
Competitive Rivarly
S
 STRATEGIC &
COMPETITOR
ANALYSIS
C O CA - C O L A PEPSIC O A B IN B EV
MARKET LEADER MARKET CHALLENGER MARKET ENTRANT
 S E G M E N TAT I O N

TA R G E T I N G
• Full market coverage
through product
specialization

POSITIONING
Coca-Cola •
•
Thirst (POP)
Emotional Attributes (POD)
 HIGH SWEETNESS

Fanta, Limca Sprite, 7UP

LOW GAS HIGH GAS

Coke, Pepsi Thums Up

LOW SWEETNESS

MARKET 1 MARKET 2 MARKET 3

PRODUCT 1

PRODUCT 2

PRODUCT 3
 PRICE PR O MO TIO N PLA CE PRO D U C T

• Competitive pricing • Advertising • Traditional trade • Differentiated Products

strategy • Public Relations distributor • Multiple brands
• Value based pricing • Sponsorship • Wholesaler launched
strategy • The products are • Direct Chain
placed against each • Super
other at times leading Distributor/Stockist
to cannibalism

Coca-Cola : Marketing Mix

PEPSICO
STRATEG Y IN B RIEF

AB INBEV
STRATEG Y IN B RIEF
 Highly value-oriented purchasing

CONSU
 Low-involvement decision-making
“I want it all and I want it now”

MER
 Preference for PET bottles

 Rising Health-consciousness

 Primary preference groups

 Age as a factor INSIGH

TS
 RECOMME
NDATIONS
 Diversification

 Packaging

 Sustainability of the current products

 Reuse– Fountain stations