marketing management project.pptx

8/17/2019 marketing management project.pptx

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Imran farooq

Bilal aliZaar malik shahnawaz


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OBJECTIVES

• To know the core values, vision andmission

• To understand the internal and externalenvironment in which Coca Cola operates.

• To understand the uture prospects odi!erent products

• To identi" and characteri#e the di!erent$rowth strate$ies used %" Coca Cola

• To know a%out the Coca&Cola Compan"'sstrate$ies mana$ement process


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Type Sot (rink )Cola*

Manufacturer The Coca& Cola Compan"

Founder (s) John S. +em%erton

ountry of !ri"in nited States

Introduced -/

#rea $er%ed Over 011 countries

Fla%ors Cola, Cola 2reen Tea, Cola 3emon,

Cola 3emon 3ime, Cola 3ime, Cola

Oran$e and Cola 4asp%err".

&mployees 50,611

$er%in"s per 'ay -./ Billion

!M#* !+&,+I&-


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• Coca&Cola was 7rst sold to the pu%licin 8tlanta at Jaco%'s +harmac"

• Onl" 5 servin$s o the sot drinkwere sold each da"

• Sales or the 7rst "ear were onl" 9:1

•

Toda" it has ;111 %rands&011 nations


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+I$I!

• eople. Be a $reat place to work where people are inspired to %e the%est the" can %e.

• ortfolio. Brin$ to the world a portolio o urture a winnin$ network o customers and suppliers,to$ether we create mutual, endurin$ value.

• lanet. Be a responsi%le citi#en that makes a di!erence %" helpin$ %uild

and support sustaina%le communities.

• ro/t. ?aximi#e lon$&term return to shareowners while %ein$ mindul oour overall responsi%ilities

• roducti%ity. Be a hi$hl" e!ective, lean and ast&movin$ or$ani#ation.


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MI$$I!

@ To reresh the world in %od", mind and spirit

@ To inspire moments o optimism throu$h our %rands and ouractions

@ To create value and make a di!erence ever"where ween$a$e.

+#01&$

• 0eadership. The coura$e to shape a %etter uture

•olla2oration. 3evera$e collective $enius

• Inte"rity. Be real

• #ccounta2ility. I it is to %e, it=s up to me

• assion. Committed in heart and mind

• 'i%ersity. 8s inclusive as our %rands

• 3uality. Ahat we do, we do well


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I>(ST4 8>83SIS

• The ood and %evera$e industr" encompasses harvestin$,processin$, millin$, packa$in$, transport and distri%ution oproducts to consumers.

• In -555, the value o ood and %evera$e industr" shipmentsreached an estimated 96D %illion.

• The needs that customer mi$ht %e seekin$ to satis" are

F +h"siolo$ical the need o special ood items

F Economic the need or $ood value or the price paid

F Social a riendl" atmosphere, to express eelin$s rankl"

F +s"cholo$ical the need or enhancement o selGesteemF Convenience the desire or someone else to do the work.


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Bu"ersSuppliers

Su%stituteproducts

+otentialentrants

Industr" competitors

4ivalr" amon$existin$ 7rms

Threat of new entrants

Bargaining power of suppliers

Bargaining power

of buyers

Threat of substitutes

+O4TE4's HIVE HO4CES

?O(E3


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CO?+8> 8>83SIS

4EVE>E

"ears 01-- 01-1 0115 011 011D

4evenue 6/.:6B ;:.-0B;1.55B ;-.56B0./B

2ross pro7t 0.;;B 00.6;B-5.51B 01.:DB-.:6Boperatin$

income -1.-:B .655B.0;-B .66/BD.0:0B

>et income .:D0B --.-B/.06B :.1DB:.5-B


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/1

;:

:

coca cola pepsi.co others

Market $hare ofar2onated 'rinks


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+roduct +ortolio o CCI


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coca cola -D

thums up ;/

limca --

sprite -1

kinle" -1

others -:


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ST48TE2IES

• (i!erentiated ?arketin$

• Customer satisaction

•

Endorsement o cele%rities• 4easona%l" priced

• Consumer connectin$

advertisements• 8vaila%ilit" in ever" local market


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Huture plans• Increasin$ the per capita

consumption o its %evera$es

• Expandin$ its distri%ution networks

• 3eadin$ the %evera$e revolution inIndia


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CO?+ETITO4S


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Competitors 8nal"sis

• Competitors +epsiCo, +arle 8$ro +roducts

• +epsi $ives tou$h 7$ht with almost similarinvestment, advertisement, Strate$ies and

+roducts• +arle resur$es with rereshin$ drinks as 8pp"

Hi##, Hruit", 3?>

• +epsiCo also has a snack product line

includin$ 3a"s, Cheetos and Kuaker O8T's• +epsiCo provide car%onated drinks, Hruit

(rinks and +acka$ed (rinkin$ Aater.


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Comparison o 7nancialhi$hli$hts

COMPANY NAME Coca cola Pepsi.co

+ro7t ?ar$in 33.768046 10.958194

8sset Turnover 0.577 1.071

4eturn on

8ssets 19.506218 11.736928

Earnin$ +erShare 5.12 3.97


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Comparison %Lw Coke vs.+epsi

cola ;:

thumsup 01

pepsi 6:

ma##a 1

slice 01

anta D:

mirinda 0:


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limca 1

lemon mirinda 01

kinle" :1

evervess :1

kinel" 1

8


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ST48TE2IC HO4?38TIO>


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& Stron$ %rand ima$e& Hinanciall" sta%le-Stron$ distri%utionchannel-Meav" promotionalactivities

-D1 revenue&outsideS8

$T,&:T9$

-&$$

&Mealth care issues.&+roduct o!erin$restricted to %evera$es

&Ina%ilit" to launch newproduct.


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T9,T$

& Chan$in$ consumerspreerence&le$al issues

&competition )+epsi*&3ar$e num%er osu%stitutes& Increased prices oraw materials

!!,T1ITI&$

& 3ar$e domestic

market-Export potential-& 8lliances and?er$es


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BC2 ?8T4I OH COC8&CO38


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Kuestion

?arkST84

C8SM

COA

(O2

MI2M 3OA

MI2

M

3OA

B1$I&$$:,!-T9

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M#,;&T

$#9,&


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!01$I!

Documents

marketing management project.pptx