INTRODUCTION

Soft drinks constitute one of the largest beverage industries in the world today. Tremendous
advances have taken place in the process technology in the soft drink industries in the past one or
two decades.
The beverages are divided into two groups i.e. carbonated soft drink like Coke, Thums up,
Limca, Fanta ,Sprite etc. & non-carbonated soft drink like Maaza, Minute maid.
The major ingredients of soft drinks are

Water

Sugar and/or sugar substitute

Carbon dioxide

Flavor emulsion and emulsifiers

Coloring agents

Acids and preservatives

Coca Cola: An Insight

Our Roots
While much of the world has changed since 1886, the pure and simple magic of one thing
stays the same - COKE. The name and the product represent simple moments of pleasure for
consumers in nearly 2 0 0 C O U N T R I E S around the globe, who reach for products of The
Coca Cola Company hundreds of millions of times every single day.
John Styth Pemberton first introduced The Refreshing Taste of Coke in Atlanta, Georgia. It
was May of 1886 when the pharmacist concocted caramel-colored syrup in a three-legged
brass kettle in his backyard. He first distributed the new product by carrying Coin a jug
down the street to Jacobss pharmacy. For five cents, consumers could enjoy a glass of CocaCola at the soda fountain. Whether by design or accident, carbonated water was teamed with
the new syrup, producing a drink that was proclaimed

Delicious and Refreshing

Dr. Pembertons partner and bookkeeper, Frank M.Robinson, suggested the name and penner
Coke in the unique flowing script that is famous worldwide today. Mr. Robinson thought the
two would look well in advertising.
By 1891, Atlanta entrepreneur Asa G. Candler had acquired complete ownership of the
Coca-Cola Business. Within four years, his merchandising flair helped expand consumption
of Coca-Cola to every state and territory. In 1919, The Coca-Cola Company was sold to a
group of investors for 25 Millions. Robert W. Woodruff became president of The CocaCola Company in 1923, and his more than six decades of Leadership took the business to
unrivaled heights of commercial success, making Coca Cola an institution the world over.

FIRST BOTTLED
COKE began as a fountain product, but candy merchant Joseph A. Bedenharn of Mississippi
was looking for a way to serve this refreshing beverage at picnics. He began offering bottled
Coke, using syrup shipped from Atlanta, during an especially busy summer in 1894.
In 1899, large-scale bottling became possible when Asa Candler granted exclusive bottling
rights to Joseph B. Whitehead and Benjamin F. Thomas of Chattanooga. The contract marked
the beginning of The Companys unique independent bottling system that remains the
foundation of Company Soft drink operations.
As the Company had many imitators, which consumers would be unable to identify until they
took a sip. The answer was to create a distinct bottle for Coke. As a result, the genuine Coke
bottle with the contour shape now known around the world was developed in 1915 by the
Root Glass Company.

TRADEMARKS
The trademark Coke was registered with the US Patent & Trademark office in 1893,
followed by C in 1945. The unique contour bottle, familiar to consumers everywhere, was
granted registration as a trademark by the US Patents & Trademark office in 1977, an honor
awarded to only a few other packages.

In 1982, The Coca Cola Company introduced Diet Coke to US consumers, marking the
first extension of the Companys most precious trademark to another product. Later years
saw the introduction of additional products bearing the name of Coca-Cola, which now
encompasses a powerful line of six cola products.
Today, the worlds favorite soft drink, Coke, is also the worlds best known and most admired
trademark, recognized by more than 9900 PPEER
RC
CEEN
NTT of the worlds population

Franchised production model

The actual production and distribution of Coca-Cola follows a franchising model. The Coca-Cola
Company only produces a syrup concentrate, which it sells to bottlers throughout the world who
hold Coca-Cola franchises for one or more geographical areas. The bottlers produce the final
drink by mixing the syrup with filtered water and sweeteners and then carbonate it before putting
it in cans and bottles, which the bottlers then sell and distribute to retail stores, vending
machines, restaurants and food service distributors.

Executive Summary
The Coca Cola corporation is defined to be the most well known trade mark in the world, and it is justly
so. Coca Cola owns over 400 brands that appeal to many different people all throughout the world. They
are able to satisfy the needs of all their consumers and make their experiences with Coca Cola better. The
Coca Cola products appeal to a wide range of people from all races, genders, and ages. Coca Cola is well
known for its worldwide popularity as its products are sold to over 200 counties, while major competitors
only sell in several countries, putting Coca Cola ahead of all competition. Coca Cola is a obvious and
easily recognized by all. The popularity of Coca Cola has grown very recognizable company. It is known
worldwide and its branding is constantly earned by Coca Cola surpasses all other beverage companies and
these funds would over the years, is still growing to this day, and will continue into the future. The
finances prove vital in the future of Coca Cola as it allows for the promotion of many other products.
Many aspects of Coca Cola prove to be superior to that of competitors, ranging from promotional
techniques to corporate structure. Some of these aspects include, positioning, market mix strategy, and
implementation plan. These aspects place Coca Cola superior to competitors, instigating Coca Cola to
aspire higher goals and missions. It is our mission at Coca Cola to refresh and completely satisfy the
world and it is our vision to make a bottle of Coca Cola available within arms reach of every person all
around the globe.

Mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company
and serves as the standard against which we weigh our actions and decisions.

To refresh the world...

To inspire moments of optimism and happiness...

To create value and make a difference.

Vision
Our vision serves as the framework for our Roadmap and guides every aspect of our business by
describing what we need to accomplish in order to continue achieving sustainable, quality
growth.

People: Be a great place to work where people are inspired to be the best they can be.

Portfolio: Bring to the world a portfolio of quality beverage brands that anticipate and satisfy
people's desires and needs.

Partners: Nurture a winning network of customers and suppliers, together we create mutual,
enduring value.

Planet: Be a responsible citizen that makes a difference by helping build and support
sustainable communities.

Profit: Maximize long-term return to shareowners while being mindful of our overall
responsibilities.

Productivity: Be a highly effective, lean and fast-moving organization.

SWOT Analysis

Strengths:

The best global brand in the world in terms of value ($77,839 billion)

Worlds largest market share in beverage

Strong marketing and advertising

Most extensive beverage distribution channel

Customer loyalty

Bargaining power over suppliers

Corporate social responsibility

Weaknesses:

Significant focus on carbonated drinks

Undiversified product portfolio

High debt level due to acquisitions

Negative publicity

Brand failures or many brands with insignificant amount of revenues

Opportunities:

Bottled water consumption growth

Increasing demand for healthy food and beverage

Growing beverages consumption in emerging markets (especially BRIC)

Growth through acquisitions

Threats:

Changes in consumer preferences

Water scarcity

Strong dollar

Legal requirements to disclose negative information on product labels

Decreasing gross profit and net profit margins

Competition from PepsiCo

Saturated carbonated drinks market

PEST Analysis
Political Analysis and Factors
The Food and Drug Administration (FDA) regards non-alcoholic beverages such as Coca-Cola
as within the food category. The government regulates the manufacturing procedure of these
products. Companies that fail to meet the government's standards are subject to fines. Coca-Cola
is also subject to the Occupational Safety and Health Act and to local, state, federal, and foreign
environmental regulation. Following are some of the factors that are influencing Coca-Cola's
operations:

Changes in laws and regulationschanges in accounting standards, taxation

requirements (tax rate changes, modified tax law interpretations, entrance of new tax
laws), and environmental laws either in domestic or foreign authorities.

Changes in non-alcoholic business eracompetitive product and pricing policy pressures

and ability to maintain or earn share of sales in worldwide market compared to rivals.

Political conditions, specifically in international marketscivil conflict, governmental

changes, and restrictions concerning the ability to relocate capital across borders.

Ability to penetrate emerging and developing marketsthis also relies on economic and
political conditions, such as civil conflict and governmental changes, as well as CocaCola's ability to form effectively strategic business alliances with local bottlers, and to
enhance their production amenities, distribution networks, sales equipment, and
technology.

Economic Analysis and Factors

During the recession of 2001, the US government took aggressive actions to turn the economy
around by 2002. Coca-Cola took note of this, and realized that loan interest rates would likely
rise as the economy returned. Thus, they took out low-cost loans in 2001 to fund growth in 2002.
They used the loans for research and development on new products to capitalize on in a strong
2002 economy. Currently, as global growth is slowing, Coca-Cola may be watching for a similar
opportunity.

Social Analysis and Factors

Social factors that affect the sales of Coca-Cola's products include the following:

The majority of people in the US are showing increasing interest in healthy lifestyles.
That has strongly influenced the sales within non-alcoholic beverage sector as many
customers switch to bottled water and diet colas such as Coca-Cola Light or Zero.

Time management is a concern for 43 percent of all households, a percentage that has
increased over the years.

Customers from ages 37 to 55 are concerned with their nutrition. Also, a large portion of
the population are baby boomers. As they become seniors, they are more concerned about
life choices that will impact their life expectancy. That will continue to affect the nonalcoholic beverage sector by increasing the demand for healthier drinks.

Technological Analysis and Factors

Some factors that cause a company's actual results to vary from expected results include:
The efficiency of a company's advertising, marketing, and promotional programsFor example,
television, web, and social media advertising are constantly evolving. The ability of a company
to effectively promote their products through these channels impacts sales.

Packaging designIn the past, the introduction of cans and plastic bottles increased sales
volume for the company due to how easy these containers were to carry and dispose.

New equipmentBecause the technology is continuously advancing, new equipment is

constantly being introduced. Because of these new technologies, Coca-Cola's production
volume has increased sharply compared to that of a few years ago.

New factoriesCoca-Cola Enterprises (CCE) has six factories in Britain that use modern
technology to ensure the quality and speedy delivery of product. In 1990, CCE opened
one of Europe's largest soft drinks factories in Wakefield, Yorkshire. The factory has the
ability to produce cans of Coca-Cola at a faster rate than a machine gun can fire bullets.