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World’s Leading Nonalcoholic Beverage Company
Winning the marketplace!
Coca Cola Holds Leadership Positions Across Key Categories
… and geographies
Coca Cola’s Sustainability Initiatives
COCA-COLA ON SOCIAL
How Coke Zero Became a Hero
In 2007, AOL named Coke Zero
the 2nd-hottest product, behind
the iPhone
Low-calorie sparkling option for
younger malesDebuted in June 2005
Most successful product
launch since Diet Coke in 1982 Sold in 159 countries
Coca Cola Zero Ad
Some of the first bottles of Coke Zero were sold on eBay in April 2005
Promoted initially with “Everybody Chill” tagline
The white labels were associated with
feminine-leaning diet drinks
Coke Zero needed a more masculine look
Coca-Cola New Zealand pioneered the black packaging Coke Zero is known for!
Coke Zero debuted in the U.S. in white packaging
A giant “drinkable” billboard at the 2015 NCAA
Final Four
The brand made a big splash on the big screen and online!
In 2010, the Coke Zero Facial
Profiler Facebook app allowed fans
to find lookalikes around the world
A robust Coke Zero campaign tied
to James Cameron’s epic 2009
adventure film, AVATAR
During the Past Two Years, the Topline Growth has Decelerated for Coca Cola
Industry deceleration
driven by emerging markets
Coca-Cola Zero’s key markets:
Brazil (US$864 million rsp)Argentina (US$131 million)
Other markets recorded sales between S$10 to US$40 million. This is very alarmingly.
Forecast of Carbonates sales in India (in mn litres)
2,555.5
Carbonates sales in 2014 in India: 2555.5 mn litres
Market share of Coca Cola in Carbonates
Major competitor is PepsiCo Inc with a market share of 33.8% in 2014
Male-orientated diet cola have flattened, growing
only 4.5% in 2011-2013
While there exists vast potential for the carbonates in
India, low-calorie carbonates remains a niche product
This makes Coca-Cola’s Coke Zero campaign a focus on
branding rather than an investment`
Credits
• http://www.coca-colaindia.com/• http://www.coca-colaindia.com/coke-zero-became-hero-10-facts-know/• http://assets.coca-colacompany.com/00/d9/fde578f54667aa7633361e030628/deutsche-bank-
2015-presentation.pdf• Euromonitor International: Soft Drinks in 2014: Products, Performance, Prospects• Coca-Cola’s Coke Zero Faces Challenges in India• Coca-Cola Co, The in Soft Drinks (World)• http://www.portal.euromonitor.com/portal/analysis/tab• http://www.portal.euromonitor.com/portal/statistics/rankcountries• http://www.coca-colacompany.com/stories/5by20• http://www.coca-colacompany.com/sustainability/• http://www.coca-colacompany.com/press-center/image-library/• https://www.linkedin.com/in/sameermathur
Indian Institute of Management, LucknowMarketing Professor: August 2013 – Present
McGill UniversityMarketing Professor: July 2009 – July 2013
Carnegie Mellon UniversityPh.D. in Marketing : August 2003 – June 2009
Indian Institute of Management, LucknowMBA Student