Parag Waghode 59

Sunil Natekar 41

Mayur Utekar 58

Sachin Sawant 51

Yogesh Kakade 25

Narendran N 38

Coca-Cola India

Coca-Cola India

Leading player in the Indian beverage market

A Fortune 500 company in India (73rd Position)

Coca Cola India with PepsiCo forms “Duopoly”

Includes 24 Company-owned bottling operations

Left India in 1977 having a row with Government

Came back in 1993 & acquired local brands

Objectives of CCI

To gain 60% of the markets for soft drink industry

To achieve a 20% return on capital employed

To increase size of worldwide Coca Cola enterprise

To survive current market war with competitors

To increase awareness of the product on market

Industry Share of CCI

Carbonated Drinks

Fruit Drinks

Packaged Water

Current Market Situation Analysis

Product

Price

Promotion

Place

Product Portfolio of CCI

LRB (Large size returnable bottle)

NRD (Non-returnable/ Disposable

bottle)

PET (Plastic Bottle 500 ml)

PET (Plastic Bottle 1.5/ 2 liter)

CANS (tin pack 330 ml)

SSRB (Standard size returnable

bottle)

Price & Packaging

200ml: Rs. 9

300ml: Rs. 12

500ml: Rs. 22

1000ml: Rs. 38

2000ml: Rs. 55

Can 330ml: Rs. 20

Promotion

Getting shelves

Sale Promotion

UTC Scheme

Direct/ Indirect Selling

Infrastructure

Advertisement : Moulding attitude of consumer’s

behavior.

Medium: Print media/ POS material/ TV commercial

/ Billboards and holdings

Place

Rural Distribution Network

BottlingPlant

Hub Spoke Retailer Consumer

Urban Distribution Network

Events e.g. Olympics, Cricket Matches, Festive

Season

Tie – Ups: McDonalds

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

and 58% of its disposable income

Coke experienced 37% growth Vs 24% growth in urban

areas.

Driven by the launch of the Rs. 5 product, per capita

consumption doubled between 2001-2003.

This market accounts for 80% of India’s new Coke

drinkers

Rural Market: Attractive target

Sales 2009 - 2010CCI unit case volume rises 31% in Quarter I 2009

CCI Quarter II 2009-2010 Growth Up By 33%

New LaunchCoca-Cola India to launch energy drink “Burn”

CCI unveiled an exclusively designed concept

car, designed by the ace automobile designer

"Dilip Chhabria", to engage consumers

“Styling of vehicle confirms the brand imagery

Association is targeted at socially active &

adventurous young adults who are always at

an all-time high in their life

Competitor Analysis

Competitors: PepsiCo, Parle Agro Products

Pepsi gives tough fight with almost similar

investment, advertisement, Strategies and Products

Parle resurges with refreshing drinks as Appy Fizz,

Fruity, LMN

PepsiCo also has a snack product line including

Lays, Cheetos and Quaker OAT’s

PepsiCo provide carbonated drinks, Fruit Drinks and

Packaged Drinking Water

Competitor Analysis

SWOT Analysis

Extremely recognizable branding

Bottling system Brand AmbassadorsImproved QCHeavy Investment

Reduced consumer purchasing powerIssue for health care

Service a large geographic, diverse area Brand recognitionSponsorships

Substitutes Health-consciousness Consumer preferencesStiff Competition

Marketing Strategy of CCI

Differentiated Marketing

Deep penetration channel

Customer satisfaction

Endorsement of celebrities

Reasonably priced

Consumer connecting advertisements

Availability in every local market

To launch Water conservation Project

Coca Cola Trucks go green in Delhi

Extensive spending on market research on tastes

and preferences of the customers.

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

India to keep pace with its rival, PepsiCo

Product innovation, product line extensions

CSR activities .

To save $ 500 million by 2011

Action Plans

Thank You

References

www.coca-colaindia.com

www.india-server.com

www.researchwikis.com

www.agriculture-industry-india.com

www.magindia.com

www.adexindia.com

www.domain-b.com

THANK YOU