2. Introduction
Coca cola is the most popular company in the world with a huge
numbers of products. It produce carbonated soft drink which named as
coca cola as its main product. The color of coca cola is caramel E150d.
The Coca-Cola logo was created by John Pemberton's
bookkeeper, Frank Mason Robinson, in 1885.The name of
company is “The Coca-Cola Company”. John Pemberton is the person
who invented coca cola in late 19th century (May 8, 1886; 131
years ago). John Pemberton sold the right of copy to Asa Griggs
Candler. Asa Griggs Candler made the product popular in global
market. The marketing strategy created by Asa Griggs Candler made
the coca cola one most demanding and global recognized product. The
name of product reflects its two main ingredients. Coca means ‘kola
nuts’ and cola means ‘coca leaves’. The compositions of coca
cola remain secret. Which make coca cola hard to copy as same.
The coca cola companies produce concentrate and it is sold
licensed Coca-Cola bottlers throughout the world. There are
number of product produce by the company. They are Caffeine-
Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola
Cherry, Coca-Cola Zero, Coca-Cola Vanilla, and special versions
with lemon, lime, and coffee. More than 1.8 billion beverages are
sold across world in a single day. They are sold in more than 200
countries. The other competition products are Pepsi, RC
Cola, Inca Kola, Kola Real, Cavan Cola, Postobón and Afri-Cola.
3. Five Strategic Actions OF COCA-
COLA COMPANY
1. WE FOCUSED ON DRIVING REVENUE AND
PROFIT GROWTH
Each of the 200-plus nations we serve plays a critical role in our
growth plans.
We used segmented revenue growth strategies across our business
in a way that varied by market type. And we aligned our employee
incentives accordingly. In emerging markets, we focused
primarily on increasing volume, keeping our beverages affordable
and strengthening the foundation of our future success. In
developing markets, we struck a balance between volume and
pricing. In developed markets, we relied more on price/mix and
improving profitability by offering more small packages and more
premium packages like glass and aluminum bottles.
Creating value for our Company and customers looks different in
different countries, and we did a good job segmenting our
markets to drive revenue growth in 2015. While we still have more
to do, we were encouraged by our results. Globally, price/mix rose
2 percent as did volume, helping increase organic revenue 4
percent. We also gained worldwide value share in our industry.
4. 2. WE INVESTED IN OUR BRANDS AND BUSINESS
Healthy businesses require continuous investment. We made a
choice to invest in more and better marketing for our brands,
increasing both the quantity and quality of our advertising. We
increased spending on media advertising by more than $250
million, and we used these funds to share stronger, more
impactful ads.
At the same time, we invested across our expansive beverage
portfolio. We improved our position in the energy category with a
strategic new partnership with Monster Beverage Corporation.
We invested in brands like Suja, a line of premium organic,
cold-pressed juices, and agreed to buy China Green Culiangwang,
a plant-based protein beverage brand. We also expanded to
nationwide the U.S. distribution of fairlife ultra-filtered milk.
In 2015, we developed our first global marketing campaign to
support the entire Coca-Cola Trademark of Coke, Diet Coke, Coke
Zero and Coca-Cola Life. Launched in early 2016, “Taste the
Feeling” emphasizes the refreshment, taste, uplift and personal
connections that are all part of enjoying an ice-cold Coca-Cola.
With this campaign and our broader “one brand” strategy, we’re
letting consumers know they can enjoy Coca-Cola with calories,
5. fewer calories or no calories and with or without caffeine. The
choice belongs to each individual, every time he or she reaches for
a delicious and refreshing Coca-Cola.
3. WE BECAME MORE EFFICIENT
As we took steps to rebuild our growth momentum, we knew we
needed to invest in more and better marketing while also
increasing our financial flexibility. To these ends, we increased
our efficiency and productivity while reducing costs.
Part of the solution was “zero-based work”—a way of looking at
our business that starts from the assumption that organizational
budgets start at zero and must be justified annually, not simply
carried over at levels established in the previous year. We also cut
spending on non-media marketing like in-store promotions. And
we found new savings in our supply chain around the world.
Overall, we were able to realize more than $600 million in
productivity improvement in 2015, which we used to invest
6. further in our brands and business and also to return to our
shareowners.
For the future, we’re working to drive productivity and continuous
savings across our Company and system. We see productivity not
as an event or series of events but as an ongoing, day-by-day
process of becoming stronger, leaner and ultimately better.
4. WE SIMPLIFIED OUR COMPANY
Few industries have changed more rapidly in recent years than
the nonalcoholic beverage industry. Evolving consumer tastes and
preferences, coupled with sweeping innovations in the retail and
supply chain landscapes, have created an environment in which
speed, precision and empowered employees determine who wins
in the marketplace.
To seize this opportunity, we took steps to reshape our business.
We looked hard at our operating structure and identified areas
where we could be faster, smarter and more efficient. We removed
a layer of functional management and connected our regional
business units directly to headquarters. We streamlined a number
of important internal processes and removed roadblocks and
7. barriers that inhibited us from being as effective and responsive
as we knew we could be.
Most importantly, we began to look at ways to enhance further the
employee experience across our Company with the goal of
creating the world’s most exciting, productive, fun and fulfilling
career environment, with workplaces that nourish curiosity,
learning, innovation and growth. While this journey has just
begun, our associates have responded with the resolve,
commitment and passion that have been hallmarks of Coca-Cola
leadership since 1886.
5. W E REFOCUSED ON OUR CORE BUSINESS
MODEL
The Coca-Cola Company has always been a creator of refreshing
beverage brands. Today, our expansive portfolio includes more
than 500 brands, including sparkling beverages, juices and juice
drinks, coffee, tea, sports drinks, water, value-added dairy, energy
and enhanced hydration drinks. Among these brands are 20 that
generate more than a billion dollars in annual retail sales.
8. Another core competency has been our ability to lead the world’s
most sophisticated system of independent bottling partners while
creating value for our retail and restaurant customers. Over the
years, we’ve acquired and managed a number of Coca-Cola
bottling partners with the aim of improving performance,
optimizing manufacturing and distribution systems, and
ultimately refranchising the bottling territories back to
independent status.
In North America, we took aggressive steps in 2015 to accelerate
the refranchising of Company-owned bottling territories with the
goal of completely refranchising our North America bottling
system by year-end 2017. We also announced a transaction to
form a unified new bottling partner in Western Europe and took
action to improve our bottling system in Southern and East
Africa, Indonesia and China. By year-end 2017, we expect
Company-owned bottlers to produce just 3 percent of our global
volume, down from 18 percent today.
9. Coca Cola is produce by Bottlers Nepal in Nepal. It is second
largest industry in Nepal. It is situated in Bharatpur, Chitwan. The
Coca Cola produce by this industry are not sold in hilly region
(charikot & jiri) of Bagmati Zone and Janakpur Zone. They are
sold in other 13 Zone. Coca Cola was first introduced in 1973, It
was imported from India. Bottlers Nepal Limited (BNL) is the only
bottler of Coca-Cola products in Nepal, and has two bottling
plants; namely Kathmandu (Bottlers Nepal Limited – BNL) and
Bharatpur (Bottlers Nepal (Terai) Limited,) which is 160 km from
Kathmandu, its capital. Today Khetan Group, under the
leadership of, Mr. M. G. Khetan, strives to fulfill its
commitments towards quality products and services
The Marketing, Sales & Distribution strategy for Bottlers Nepal
Limited is entitled “Refresh the Marketplace”. Marketing and
advertising communications are focused on POS (point-
of-sale), Radio, TV, hoardings, truck backs, etc…
Emphasis is also placed on Consumer Price to enforce
Price Compliance. Marketing and advertising
communications are customized to suit to local
sentiments – social, religious, ethnic. BNL is committed
to strengthening the community through various
programmes. At the forefront is the health sector. With
the lowest per capital public health expenditure in the
world, the state of medical facilities available to the poor
in Nepal is abysmal. The country is affected by outbreaks
of communicable diseases because hygiene and
sanitation facilities are scarce. In association with the
10. local community, BNL supports Free Health Check-up,
who extends free check-ups to communities around the
plant in the Terai area. The facility has thus far helped
hundreds of families get the best medical attention
locally. Senior citizens and children are the main
beneficiaries.
11. Departmentation by Product
Departmentation means division of work into smaller units and
their re-grouping into bigger units (departments) on the basis of
similarity of features. According to Koontz and O’Donnell, “A
department is a distinct area, division or branch of an enterprise
over which a manager has authority for the performance of
specified activities.” Coca Cola has divided it management on the
basis of product. It has numbers of product.
Example, Departmentation on the basis of product The Coca-
Cola Company.
To make it more effective company has divided into geographical
department and then by product. It would have been a very
difficult and complicated task to manage a large undertaking
without divisionalisation.
parent
company
country 1
product 1
product 2
product 3
product 4
country 2
product 1
product 2
product 4
product 5
country 3
product 1
product 3
product 4
product 5
country 4
product 1
product 3
product 4
product 5
country 5
product 1
product 3
product 4
product 5
12. COCA COLA:
Coca cola is the most popular and biggest-selling soft drink in
history, as well as one of the most recognizable brands in the
world. The trademark of coca cola was registered in 1895 where
as patented it 1887. In 1906 coca cola became international
products. It different product flavors are Original, Vanilla, Cherry &
Caffeine free. One liter of coca cola contains 102 mg caffeine. All
colors used in coca cola have been thoroughly tested and are
recognized as safe by food safety authorities.
SPRITE:
Introduced in 1961, sprite is the world’s leading lemon-lime soft
drink. Sprite is sold in more than 190 countries and ranks as the
No. 3 soft drink worldwide. Sprite is a colorless, caffeine-free,
lemon and lime-flavored soft drink created by The Coca-Cola
Company. It was originated in Germany. Its competitor product is
7UP. Sprite Cherry is the latest product of sprite. It was launched
in 2017.
FANTA:
Introduce in 1940, Fanta is the second oldest brand of The
Coca-Cola Company and second largest brand. Fanta Orange is
the leading flavor but almost every fruit grown is available as a
Fanta flavor somewhere. 130 millions Fanta are consumed daily.
It flavor are orange, grape, pineapple, strawberry, etc. There are
13. more than 100 flavors worldwide. The Fanta drink originated as a
cola substitute in Germany under a World War II trade embargo
for coca-cola ingredients in 1940. It was relaunched in 1955 to
compete with Pepsi product.
DIET COKE:
Diet Coke, also known as Coco-Cola light in some markets, it is
sugar and calorie free soft drink. Today, Diet Coke/coco-cola light
is one of the largest and most successful brands of The Coca-
Cola Company, available in more than 150 markets around the
world. It was launched in august 9, 1982. Diet Coke does not use
a modified form of coca cola recipe, but instead an entirely
different formula. Its advertising slogan is “Get a Taste”.
COCA-COLA ZERO:
Coke Zero was coca-colas largest product launch in 22 years
and launched in 2005, reaching billion-dollar status in 2007.
Coca-cola Zero offers great Coke taste, uplifting refreshment and
zero sugar. All versions of Coca-cola zero sold in various
countries are based on the same flavor formula, and all are
carbonated. One liter of Coca-Cola Zero contains 96mg caffeine.
Coca-Cola Zero sponsors Bundesliga club BORUSSIA
DORTMUND.
14. COCA-COLA LIFE:
Coca-cola life is a reduced calorie cola sweetened with cane
sugar and stevia leaf extract. Cola life has 35% fewer calories
than other leading cola. Stevia, a sweetener with zero calories, is
obtained from the leaf of the stevia plant. Together with cane
sugar, Stevia leaf extract GIVES Coca Cola Life its delicious,
sweet flavor. Coca-Cola Life is the perfect refreshing beverage to
enjoy throughout summer’s sweetest movements and pairs well
with some of your favorite seasonal dishes. It was introduce in
2013 with Caramel E-150d color in Argentina.
DASANI:
DASAIN is a brand of bottled water from The Coca-Cola
Company, launched in 1999, after the success of Aquafina. It is
one of the many brands of coco-cola bottled water sold around
the world. The product is filtered tap water bottled from the local
sources with added trace minerals. It is sold in five different size
bottles.
MINUTE MAID:
Minute Maid has been making juice for more than 60 years and
has a heritage of nutrition, innovation and quality. In 1945, the
U.S. Army ordered 500,000 pounds of powdered orange juice
from Florida Foods Corporation, which later renames itself to
Vacuum Foods and then Minute Maid Corporation. The Coca-
15. Cola Company in 1960, marking its first venture outside soft
drinks.
CIEL:
Ciel is a brand of bottled water owned by The Coca-Cola
Company which is bottled and sold in Mexico, Angola and
Morocco. In 1996 Ciel was introduce in Mexico and was released
in 1997. Ciel is purified, noncarbonated bottled water that has
been enjoyed by consumers.
POWERADE:
POWERADE combines carbohydrate, electrolytes with fluid for
energy and hydration. It quenches thirst and replenishes mineral
and carbohydrate lost during the sport or other intense activities.
It was introduce in 1990.
SIMPLY ORANGE:
Simply Orange is a premium, pasteurized, not from concentrate
100% orange juice. Available in six verities, Simply Orange is
never frozen and never sweetened. It was introduce in 2001. The
company is a major purchaser of Florida Oranges for its orange
juice, but also imports orange juice from Brazil.
16. FRESCA:
With a unique citrus taste, Fresca is a caffeine-free soft drink for
discriminating adults. Fresca was introducing in the united states
in 1966 as a calorie free grapefruit flavored drink. Its bubbly, crisp,
light taste provides a flavored beverage to consumer who wants
great citrus taste in a calorie-free soft drink. It is also available
with sugar in some part of world.
GLACÉAU VITAMINWATER:
IT has always been a simple idea start with water and then adds
bold, fruity flavors and just right amount of sugar to make it
delicious. It is available in 26 countries. It even available with zero
calories.
DEL VALLE:
Del Valle brand has its roots in Latin America and recently joined
billion dollar status within The Coca-Cola Company portfolio of
brands. It has a diverse juice line ranging from 100% juices and
nectar to juice drink and is available in different convenient
packaging for the whole family. It is available in few countries.
GLACÉAU SMARTWATER:
GLACÉAU SMARTWATER is inspired by the way Mother
Nature makes water, known as the hydrologic cycle. It is the most
17. pure water. It was introduce in 1996. It is called Smart because
it's made that way.
MELLO YELLO
The smooth citrus taste of Mello Yello has refreshed people's
thirst for over two decades. Its unique taste and confident, in-
control style sets it apart from other soft drinks. Mello Yello
highlights the smooth choices in life - because when you drink
Mello Yello, everything goes down easy. MELLO YELLO is a
highly-caffeinated, citrus-flavored soft drink produced and
distributed by The Coca-Cola Company which was introduced on
March 1, 1979 to compete with PepsiCo's Mountain Dew.
FUZE
Fuze Beverage was founded by Lance Collins and creative
director Paula Grant in the basement of Collins' Englewood Cliffs,
New Jersey home in 2000. Its parent company is The Coca-Cola
Company. Fuze products may be found in most major retailers.
This drink is jam-packed with delicious and inviting fruit flavor.
FUZE TEA:
FUZE Lemon Iced Tea Adds a vibrant little splash of flavor.
FUZE Iced tea, Georgia and Georgia gold range of hot and cold
18. tea and coffee options, Schweppes, Kinley and Bonaqua
packaged drinking water and Kinley Club Soda.
HONEST TEA:
Honest Tea was founded in 1998 by Seth Goldman, a graduate
of Harvard and the Yale School of Management who got the idea
to found a beverage company while he was at business school.
The first order for Honest Tea was from Fresh Fields, an East
Coast natural grocery chain that was later acquired by Whole
Foods Market.
ODWALLA:
Odwalla was founded in Santa Cruz, California, in 1980 by Greg
Steltenpohl, Gerry Percy, and Bonnie Bassett. Odwalla was
incorporated in September 1985 after five years of growth and
expanded to sell products in San Francisco in 1988. On October
7, 1996, Odwalla made a batch of apple juice using blemished
fruit, resulting in one death and 66 sickened customers.
POWERADE ZERO:
Electrolytes without the calories. POWERADE ZERO™ is a
great-tasting electrolyte-enhanced sports and fitness drink. It
combines electrolytes with fluids for hydration. It quenches thirst