CASE STUDY

ON COCA-COLA

PREPARED BY :

• ANKIT
• LAKSHIT
• SAHIL
• DEV TEOTIA
• SHRAVAN
Organization 3. Customer-
al Objectives Centric
Innovation

4. Ethical and
1. Sustainable
Inclusive
Growth
Business

2. Portfolio 5. Financial
Diversification Performance
 The Coca Cola Company

Headquater Atlanta, Georgia

Presence 200 Countries

Employees 700,000 World Wide

Valuation $56.4 Billion2017

Invention 1886

Rank 5th by Forbes Worlds Most Valuable Brand

 Coca Cola India
Entrance 1950
Exit 1977

Re entrance 1993

Distribution Network 2.6m outlet

Distributors 700,000

Manufacturing Plant 57

Product Ouality & Safety standards at

KORE
every stage of Production
SWOT ANALYSIS OF COCO-COLA
WEAKNESS
STRENGTHS Dependence on Carbonated
Brand Recognition Beverages
Global Presence Health Concerns
Product Diversification Environmental Concerns
Marketing and Advertising Intense Competition
Strong Distribution Network

OPPORTUNITIES THREATS
Health Regulations
Health and Wellness Trends
Changing Consumer
Emerging Markets Preferences
Sustainability Initiatives Competition
 ICE CREAM AND FROZEN DESERT MARKET
Products Types Available: Sales Contribution (in Thousand Tonnes)
Product 2014 2015 2016
• Frozen Yoghurt
Impulse Ice Cream 173.02 194.16 223.27
• Impulse Ice Cream
Single Portion Dairy Ice Cream 136.52 154.47 179.14
– Single Portion Dairy Ice
Single Portion Water Ice Cream 36.50 39.69 44.12
Cream
– Single Portion Water Ice Take-Home Ice Cream 115.80 124.90 137.61
Cream Take-Home Dairy Ice Cream 115.80 124.90 137.61
• Unpackaged Ice Cream Bulk Dairy Ice Cream 115.18 124.24 136.90
• Take-Home Ice Cream Ice Cream Desserts 0.62 0.66 0.71
– Take-Home Dairy Ice Cream Ice Cream and Frozen Desserts 288.82 319.07 360.88
Bulk Dairy Ice Cream
Ice Cream Desserts
Multi-Pack Dairy Ice Cream
– Take-Home Water Ice Cream
Bulk Water Ice
Cream Multi-Pack Water Ice
•Fastest Growing Market: Globally, India has the fastest-growing ice cream consumption
market, followed by Vietnam and Indonesia.
•Segment Breakdown: Impulse ice cream consumption leads the market, followed by take-
home ice cream.
•Market Size and Growth: A report by Mintel suggests ice cream volume sales reached
381.8 million liters in 2017 and were projected to reach 657.2 million liters in 2021, with a
CAGR of 10-15%.
•Growth Factors: Increased disposable income and discretionary spending are driving the
market growth.
•Improved Infrastructure: Modernization with better cold storage facilities and the
availability of affordable freezers and chillers are increasing ice cream penetration in rural
areas, creating further growth opportunities.
 MAJOR
COMPETITORS
AMUL
• Market Leader: Gujarat Co-operative Milk Federation Limited(GCMMF) leads India's ice cream market
(ICFD) in 2017.
• Production Powerhouse: Processes 17.7 million liters of milk daily, ranking top 13 globally.
• Diverse Products: Offers milk, cheese, beverages, and even sweets & chocolates.
• Financial Strength: Achieved $4.23 billion sales in 2016-17 with 18% growth.
• Ambitious Growth: Group turnover exceeded $543.8 million in 2016-17, aiming for $7.82 billion by 2020-21.

Hindustan Unilever Limited

• Global Powerhouse: Backed by Unilever, the world's ice cream leader.

• Established Brand: Serving India since 1993 with delicious ice cream.

• Variety for All: Offers treats like Cornetto (adults), Paddle Pop (kids), and Fruttare (fruit lovers).

• Celebration Treats: Creates a happy, celebratory brand image.

• Growth Goals: Aimed for $365.2 million profit by March 2017.

Vadilal
•100+ Years Strong: Founded in 1907, Vadilal boasts a long history in ice cream.
•Widespread Reach: 50,000 dealers, 250 parlors, and franchises across India.
•Impressive Growth: Grown 30% per year for the past 10 years.
•₹4.5 Billion Target: Aimed to reach this revenue milestone in 2017.
•Trusted Brand: Voted most trusted ice cream brand in India (2013).
•Diverse Options: Offers various ice cream experiences through brands like Gourmet and Flingo.

Mother Dairy
•Dairy Giant: Established to boost India's milk production.
•More Than Ice Cream: Offers milk, cheese, and even frozen vegetables.
•Sub-Brand Strength: Safal leads in fruits & veggies (North India) & Dhara
tackles edible oils.
•₹100 Billion Target: Ambitious sales goal for 2019.
•Local Flavors: Offers unique ice cream options like Nolen Gur (East India).
 MARKET SHARE OF EXISTING COMPETITORS

Market Share

Company Name Market Share(%) 18

HUL 18
Vadilal 9
GCMMF 8 46 9
Mother Diary 5
Hatson Agro 6
Divyani Foods 4 8

Punjab State Cooperation 1 5

Havmour 3 HUL Vadilal 6 GCMMF
3 4
Others 46 Mother Diary Hatson Agro Divyani Foods
1
Punjab State Cooperation Havmour Others
 FROZEN YOGHURT

• Frozen yogurt is a frozen product containing

the same basic ingredients as ice cream, but
contains live bacterial cultures.

IN 2017 COCA-COLA ENTER

THE VALUE PRICED DAIRY
SEGMENT WITH ITS BRAND
VIO AND PLANNED TO
ENTER FROZEN DESSERT
MARKET WITH MODIFIED
VERSION OF MINUTE-MAID.
 FROZEN YOGHURT MARKET IN INDIA

1. Entered in 2009 in india 1.Launched in 2010

2. First mover advantage 2.Focused in south-india
3. 1cal per gram 3.One retail store in Chennai
4. Gluten free products 4. Two retail store in Bengaluru
5. 32 outlets in 7 cities
 Other competitors of coca-cola

1.In 2012 launched flavyo

1.Chain within 20 countries 2.Only in 2 flavours
2.Two flavours Mango and strawberry
kiwi,Madagascar vanila
 Proper
High as Dairy Controlled Quality
Advertisement and
competitors want Companies by making and taste
Better Value for
to increase may Come up offers and over Price
money can
market share in with new providing can be
influence
Ice Cream And variants of better effective
consumer’s
Frozen Desert Fruit Desert margins
preference
Market
 WAY FORWARD
With the frozen desserts market set to expand exponentially over the next decade,
Coca-Cola India would be well poised to reap the benefits of this growth, should it
decide to enter this segment.

These Factors will be helpful for Coca-Cola :

• Improvements in cold chain Infrastructure

• No Major Monopoly in Frozen Desert Market
• Rising disposable incomes
• Changing lifestyle of Indian consumers : Customer focus had shifted towards
quality, price, delivery, and service, as Indian markets became more
sophisticated and were offered more variety.
• Extreme Climatic Conditions in Indian Subcontinent
• Big Distribution Network Across the Country