PResentation ON

Analysis of Horizontal Expansion

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COCA-COLA
 Introduction
Coca-Cola Company is the world's largest nonalcoholic beverage
company

 Coca-Cola was invented in May 1886 by Dr. John S.

Pemberton in Atlanta, Georgia.

 The name 'Coca-Cola' was suggested by Dr. Pemberton's

bookkeeper, Frank Robinson. He kept the name Coca-Cola in
the flowing script that is famous today.
 Mission
Everything we do is inspired by our
enduring mission:
 To Refresh the World... in body,
mind, and spirit.
 To Inspire Moments of
Optimism... through our brands and
our actions.
 To Create Value and Make a
Difference... everywhere we
engage.
 Vision
To achieve sustainable growth, we have established a vision with clear goals.
 Profit: Maximizing return to shareowners while being mindful of our
overall responsibilities.

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

 Portfolio: Bringing to the world a portfolio of beverage brands that

anticipate and satisfy peoples’ desires and needs.

 Partners: Nurturing a winning network of partners and building mutual

loyalty.

 Planet: Being a responsible global citizen that makes a difference.

 Values
We are guided by shared values that we will live by as a
company and as individuals.
Leadership: "The courage to shape a better future"
Passion: "Committed in heart and mind"
Integrity: "Be real"
Accountability: "If it is to be, it’s up to me"
Innovation: "Seek, imagine, create, delight"
Quality: "What we do, we do well"
BRANDS OF COCA COLA

Click to view
advertisement

Click to view 200 ml 300 ml 500 ml 1.5 litre 2 litre 200 ml 300 ml 500 ml 1.5 litre
advertisement 2 litre
+ 100 ml free + 100 ml free

Click to view
advertisement

200 ml 300 ml 500 ml

+ 100 ml free 1.5 litre 2 litre

Click to view 200 ml 300 ml 500 ml 1.5 litre 2 litre

advertisement
+ 100 ml free

Click to view
advertisement

500 ml
330 ml 500 ml 200 ml 300 ml + 100 ml free 1.5 litre 2 litre
33 34

Tetra Pack (200 ml)

Pet

500 ml 1 litre Kinley Soda

Click to view 2 0 litre
Click to view advertisement (300 ml)
RGB (200/250 ml) advertisement

1 litre + 200 ml free 500 ml + 100 ml free

50 0 ml
+ 1 00 ml free

35 36

Available in two PET pack sizes

  400 ml and 1 lit400 ml and 1 litre and 1.25 litres.re and 1.25 litres.
The Coca-Cola Network in Punjab
CURRENT ORG STRUCTURE
Market Analysis:
 About Project
Thus project was divided into two parts:-

First Part:-
 Analyze the needs and wants of existing retailers (customers).
 Find out the problems faced by them while doing business
with Coke.
 There reasons of doing business with Coke.
 For this survey on 250 outlets was done.

Second Part:-

 Find out the reasons for not doing business with Coke from
new retailers (customers).
 For this survey on 63 new outlets was done.
Horizontal expansion

 It means opening new outlets. It is done to

increase the market share and to increase the
visibility of product in the market which will
ultimately lead to higher sales volume and larger
market share.
Benefits of horizontal expansion

•Improves profitability of distributors

•Helps improve route productivity

•Incremental revenue for the business

•Helps in distributing the market demand

•Increase market visibility

STATUS OF OUTLETS COVERED FOR SAMPLE SIZE

Out of sample size of 250 -old

retailers were 187 and new
were retailers 63.
Location
 GENERAL FINDINGS

•COMPETITION WITH LOCAL DRINK LIKE- FRUIT JUICE, LEMON WATER, SHARBAT, LASSI &
TEA.

•MOST OF RETAILERS ARE HAVING PROBLEM WITH TIMING AND FREQUENCY OF VAN.
DEALERS SHOULD INCREASE THE FREQUENCY OR ADD MORE VEHICLES WERE
REQUIRED...

•THE MARKETING STRATEGY OF COCA-COLA IS BETTER THAN ITS MAIN COMPETITOR.

•THE SALES PROMOTION TECHNIQUES LIKE- DISCOUNT TO MONOPOLY RETAILERS &

SCHEMES ON PRODUCTS IS BETTER THAN THE COMPETITORS.

•THE MARKET SHARE OF COKE PRODUCTS IS HIGHER THAN THE OTHER PRODUCTS.

•LIMCA IS THE LEADING BRAND OF COCA-COLA IN DIFFERENT REGIONS.

•SALE OF A PRODUCT IS LARGELY BASED ON DISPLAY.

•COMPANY INVESTING MORE FOCUS NOW IN RETAILERS.

•AGGRESSIVE ADVERTISING CAMPAIGNS OF COCA-COLA IN JALANDHAR CITY HELPED IT

LOT TO INCREASE ITS SALES.

•SALES OF COKE ARE INCREASINGLY RAPIDLY IN JALANDHAR CITY MARKET WHERE I DO

WORK STUDY MOSTLY.
 CONCLUSION

Everything in this world is made to utilize properly but it should be reach at the
proper person or to the proper utilized areas. Otherwise the value added to those
things became in vein.

As there is a proverb:-

“Far from eye, far from heart”

Thus marketing role plays a very important role in achieving the objectives of a
company.
Thank You!