Coca-Cola India

Parag Waghode 59
Sunil Natekar 41
Mayur Utekar 58
Sachin Sawant 51
Yogesh Kakade 25
Narendran N 38
Coca-Cola India

ƒ Leading player in the Indian beverage market

ƒ A Fortune 500 company in India (73rd Position)

ƒ Coca Cola India with PepsiCo forms “Duopoly”

ƒ Includes 24 Company-owned bottling operations

ƒ Left India in 1977 having a row with Government

ƒ Came back in 1993 & acquired local brands

Objectives of CCI

To increase size of worldwide Coca Cola enterprise

To gain 60% of the markets for soft drink industry

To achieve a 20% return on capital employed

To survive current market war with competitors

To increase awareness of the product on market

Industry Share of CCI

Carbonated Fruit Packaged

Drinks Drinks Water
Current Market Situation Analysis

Product

Price Place

Promotion
Product Portfolio of CCI
 Price & Packaging

ƒ LRB (Large size returnable bottle)

ƒ 200ml: Rs. 9
ƒ NRD (Non-returnable/ Disposable
ƒ 300ml: Rs. 12
bottle)
ƒ 500ml: Rs. 22
ƒ PET (Plastic Bottle 500 ml)
ƒ 1000ml: Rs. 38
ƒ PET (Plastic Bottle 1.5/ 2 liter)
ƒ 2000ml: Rs. 55
ƒ CANS (tin pack 330 ml)
ƒ Can 330ml: Rs. 20
ƒ SSRB (Standard size returnable
bottle)
Promotion

ƒ Getting shelves
ƒ Sale Promotion
ƒ UTC Scheme
ƒ Direct/ Indirect Selling
ƒ Infrastructure
ƒ Advertisement : Moulding attitude of consumer’s
behavior.
Medium: Print media/ POS material/ TV commercial
/ Billboards and holdings
Place
Urban Distribution Network

Bottling
Hub Spoke Retailer Consumer
Plant
Rural Distribution Network

ƒ Events e.g. Olympics, Cricket Matches, Festive

Season
ƒ Tie – Ups: McDonalds
Rural Market: Attractive target

ƒ 74% of country's population, 41% of its middle class

and 58% of its disposable income
ƒ Coke experienced 37% growth Vs 24% growth in urban
areas.
ƒ Driven by the launch of the Rs. 5 product, per capita
consumption doubled between 2001-2003.
ƒ This market accounts for 80% of India’s new Coke
drinkers
Sales 2009 - 2010
ƒ CCI unit case volume rises 31% in Quarter I 2009
ƒ CCI Quarter II 2009-2010 Growth Up By 33%
New Launch
ƒ Coca-Cola India to launch energy drink “Burn”
ƒ CCI unveiled an exclusively designed concept
car, designed by the ace automobile designer
"Dilip Chhabria", to engage consumers
ƒ “Styling of vehicle confirms the brand imagery
ƒ Association is targeted at socially active &
adventurous young adults who are always at
an all-time high in their life
Competitor Analysis
Competitor Analysis

ƒ Competitors: PepsiCo, Parle Agro Products

ƒ Pepsi gives tough fight with almost similar
investment, advertisement, Strategies and Products
ƒ Parle resurges with refreshing drinks as Appy Fizz,
Fruity, LMN
ƒ PepsiCo also has a snack product line including
Lays, Cheetos and Quaker OAT’s
ƒ PepsiCo provide carbonated drinks, Fruit Drinks and
Packaged Drinking Water
SWOT Analysis

ƒ Extremely recognizable ƒ Reduced consumer

branding purchasing power
ƒ Bottling system ƒ Issue for health care
ƒ Brand Ambassadors
ƒ Improved QC
ƒ Heavy Investment

ƒ Service a large geographic, ƒ Substitutes

diverse area ƒ Health-consciousness
ƒ Brand recognition ƒ Consumer preferences
ƒ Sponsorships ƒ Stiff Competition
Marketing Strategy of CCI

ƒ Differentiated Marketing
ƒ Deep penetration channel
ƒ Customer satisfaction
ƒ Endorsement of celebrities
ƒ Reasonably priced
ƒ Consumer connecting advertisements
ƒ Availability in every local market
Action Plans
ƒ To launch Water conservation Project

ƒ Coca Cola Trucks go green in Delhi

ƒ Extensive spending on market research on tastes

and preferences of the customers.

ƒ Coca cola Inc. is set to invest Rs. 1000 Crores in

India to keep pace with its rival, PepsiCo

ƒ Product innovation, product line extensions

ƒ CSR activities .

ƒ To save $ 500 million by 2011

References

ƒ www.coca-colaindia.com

ƒ www.india-server.com

ƒ www.researchwikis.com

ƒ www.agriculture-industry-india.com

ƒ www.magindia.com

ƒ www.adexindia.com

ƒ www.domain-b.com
Thank You
THANK YOU