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BY : Dipanshu sharma
Divyankur kain
Ajay kumar
Ankit jain
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HISTORY OF COCA-COLA
COMPANY THE COCA COLA WAS INVENTED BY JOHN
STITH PEMBERTON IN 1886
THE COCA COLA FORMULA AND BRAND
BOUGHT IN 1889 BY ASA CANDLER.
IT WAS SOLD IN BOTTLES FOR THE FIRST
TIME ON MARCH ,1894
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COMPANY
ACHIEVEMENTTERBRAND Global brand scorecard for
003 ranked coca cola the #1 brand in the
orld.
s brand value at$70.45 billion .
olden spoon award 2011 .
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BRAND AND PRODUCT
THE COCA COLA COMPANY
OFFERS MORETHAN 500 BRAND
IN OVER 200 COUNTRIES
THE COCA COLA COMPANY
DEALS IN EVERYTYPE OF NON
ALCOH
OLIC BE
VER
AGES.
THE COCA COLA ISTHE BEST
SOFT DRINK IN MOST
COUNTRIES.
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Market scenarioy
Coca cola is
worlds leading cola .
In most ofthe
European countries
coca cola is most
preferred brand .
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COMPANY PROFILEMISSION, VISION AND VALUE
TO CREATE THE VALUE AND MAKE ADIFFERENCE.everywhere we engage
PEOPLE being a great place to workwhere people are inspired to be the bestthey can be
LEADERSHIP:to courage to shape abetter futurePASSION:committed in heart and mind
INTEGRITY: be real
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Coca-cola
Coca-cola owns morethan half of the
worlds beveragesCoke is affordable in
all the countries
Coke comes in avariety of sizeworldwide so we canuse it for a crowd or asa personal snack drink
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Financial positiony
Company earn Revenue US$ 35.119 billion
Total Operating income US$ 8.449 billion
Net income US$ 11.809 billion
Total assets scale up to US$ 72.921 billion
y
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ProductEnergy
drinks.
Juicedrink
Soft drinkSport drinks
Water
Tea & coffee
other
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Flavor of coca cola
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price
Competitivepricing
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PLACEArea served by coca cola is
worldwide
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promotion
Television
Radio
Public
displays
ooh
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Promotion tactics
Sponsored tournament .
y English football tournament .
y NASCAR,
y the NBA,
y the OlympicGames
y the FIFA WorldCups
y
American Idol.
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In thePhilippines, it has a
team in thePhilippineBasketball Association, the
PowerAdeTiger
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Brand ambassadors
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DIFFERENTIAL STRATEGIES
yDuring 1990 s became responsive
towards consumer interest in healthy
beverages.yIntroduced several new non
carbonated beverage brands.
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TARGETAUDIENCECOCA COLA focus on every potential
customer.
yy KidsKids Fond of Fruit JuiceFond of Fruit Juice
yy TeensTeens More experimentalMore experimentalyy YouthYouth Experimental and more buyingExperimental and more buying
powerpoweryy Working PeopleWorking Peopleyy HousewivesHousewivesyy Elderly peopleElderly people
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Travel IndustryTravel Industry Airlines, RailwaysAirlines, Railways
and Local Transport Systemsand Local Transport Systems
RecreationalRecreational MovieTheatres,MovieTheatres,
Malls, Amusement Parks etc.Malls, Amusement Parks etc.
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JUICE PRODUCT in INDIAyMINUTEMAID : - orange
apple
Grapes
nimbus freshpulpy orange .
yMAAZA
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COMPETITORS
The biggest competitor
is Pepsi.
Pepsi is often second tocoke.
In India, coco-cola
ranked third leader injuice segment.
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35%
25%
15%
13%
2% 2% 4% 4%
Chart Title
Dabur Real Pepsi Tropicana
Parle Frooti Coca Cola's Maaza
Godrej Jumpin Pro Soya,s Soya Milk
Nestle's Milo Others
Market Share ofCompetitorsMarket Share ofCompetitors
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COMPARISON WITHGIANTS
y DABUR RealReal isis aa marketmarket leaderleader
yy RealReal marketmarket shareshare isis 3535 %% offersoffers rangerange ofof 99
juicesjuices
yy SpreadSpread overover 1111 acresacres andand gearedgeared toto processprocess 150150
tonnestonnes ofof fruitfruit perper day,day, itit hashas thethe capacitycapacity toto
produceproduce 192192 tonnestonnes ofofpulp/concentratepulp/concentrate
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Tropicana Pepsi
yy Pepsi'sPepsi's TropicanaTropicana brandbrand fruitfruit juicejuice hashas outpacedoutpaced
thethe fruitfruit juicesjuices marketmarket inin IndiaIndia..
yy TheThe companycompany sourcessources concentratesconcentrates fromfrom BrazilBrazil..
yy TheyThey comecome ininTetrapaksTetrapaks ofof oneone litrelitre andandyy PepsiPepsi alsoalso marketsmarkets sugarsugar freefree dietdiet PepsiPepsi..
yy Pepsi,Pepsi, inin associationassociation withwith HLLHLL havehave launchedlaunched
LiptonLipton icediced teatea
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FrootiyyFrootiFrooti fromfrom ParleParle AgroAgro isis thethe largestlargest
distributeddistributed fruitfruit drinkdrink inin IndiaIndia..
yy
ItIt reachesreaches moremore thanthan 1010 lakhlakh retailretail outletsoutlets ininupup toto classclass CC townstowns
yyTheThe company'scompany's anotheranother revenuerevenue earningearning
brandbrand includesincludes BisleriBisleri waterwater..
yy ItIt hashas aa marketmarket shareshare ofof 1515%% ..
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Coca colayy MaazaMaaza && minuteminute maidmaid CocaCoca ColaCola IndiaIndia..
yy OverOver thethe years,years, MaazaMaaza hashas becomebecome synonymoussynonymous withwith
mangomango..
yy TheThe drinkdrink becamebecame aa hithit withwith successfulsuccessful advertisementadvertisementcampaignscampaigns likelike "Taaza"Taaza mango,mango, maazamaaza mango,'mango,' andand 'Botal'Botal
meinmein aam,aam, maazamaaza hainhain naamnaam..
yy It is available in 200 ml , 250 ml , 125 mlTetrapak .It is available in 200 ml , 250 ml , 125 mlTetrapak .
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STRENGTHS & WEAKNESS OF COMPETITORSSTRENGTHS & WEAKNESS OF COMPETITORS
NameName StrengthsStrengths WeaknessWeakness
Coca ColaCoca Cola
IndiaIndia
Global leader in beveragesGlobal leader in beverages
Growing FastGrowing Fast
New EntryNew Entry
PepsiCoPepsiCo Global Brand in beverageGlobal Brand in beverage Less Product LineLess Product Line
Parle AgroParle Agro Market shareMarket share Less Product LineLess Product Line
DaburDabur Market leaderMarket leader Less cost effectiveLess cost effective
GodrejGodrej
BeveragesBeverages
InnovationInnovation New entryNew entry
Ladakh FoodsLadakh Foods NutrientsNutrients TasteTaste
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Competitive advantagey Pinnacle on goodwill
y Diversification in
each segment
y Range of product
y Leading brand
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COMPETITIVE ADVANTAGE
over
DABURyEXPERIENCE in beverage segment .
yBrand image .
yTurnover .
yM
arketing and Advertising strategy .
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Swot analysis
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STRENGTH
Worlds
largest brand
Robust
revenue.
Large scale
operation.
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OPPORTUNITIES
Acquisitionsintenseco
mpe
titio
n. Growingbottled watermarket .
Diversify inproduct line
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THREATS
Intensecompetition
Dependenceon bottlingpartners
Sluggish
growth ofcarbonatedbeverages
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