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Jumyeong Kim 11340696046 Xinyi Goh 11349086092

Market study of Coca Cola company. Jumyeong Kim 11340696046 Xinyi Goh 11349086092. Contents. Overview of Beverage industry and Non-alcohol business trend in the world and in China Coca Cola business model and brands and products

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Jumyeong Kim 11340696046 Xinyi Goh 11349086092

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  1. Market study of Coca Cola company Jumyeong Kim 11340696046 XinyiGoh 11349086092

  2. Contents • Overview of Beverage industry and Non-alcohol business trend in the world and in China • Coca Cola business model and brands and products • The consumer value Coca Cola created and What can Coca Cola do to make clients happy and loyal • Consumer market analysis of Coca Cola • SWOT and Competitor analysis in China • How to face the challenges in China C

  3. Overview of Beverage Industry • & • Non-alcohol Business Trend • in the World C

  4. Beverages • Non-alcohol • Alcoholic Beverages • Soda • Tea & Coffee • Energy Drinks • Fruits Juice • Drinking Water • Enhanced Water • Sports Drinks • Milk Beverages C Refrechin Everyone We Touch

  5. Beverages • Oligopoly(intense competition) • Limited growth opportunity • (endeavor to diversify offerings) • Changing consumer tastes • Volatile commodity costs • Non-alcohol • Alcoholic Beverages • Soda • Tea & Coffee • Energy Drinks • Fruits Juice • Drinking Water • Enhanced Water • Sports Drinks • Milk Beverages C Refrechin Everyone We Touch

  6. Beverages • Historically dominated by Pepsi and Coca Cola • Distribute via sizable bottling subsidiaries • Consumer preferences drive product diversification (growing awareness of health issues). • Demand for bottled water, low-sugar drinks, RTD tea increases • Non-alcohol • Alcoholic Beverages • Soda • Tea & Coffee • Energy Drinks • Fruits Juice • Drinking Water • Enhanced Water • Sports Drinks • Milk Beverages C Refrechin Everyone We Touch

  7. Overview of Beverage Industry • & • Non-alcohol Business Trend • in China C

  8. 1980s • 1990s • Early 2000 • Present • Future • size of the industry will continue to expand • Bottled water, tea drink, protein drink will increase • rise of healthy drinks • domestic beverage industry has a huge market-based • enjoys a great room for growth • Carbonated beverages : • Coca Cola, • Pepsi • Bottled Water: • Wahaha, Robust, • Nongfu • Tea beverages and fruit juice: • Master Kong • Uni-president C Refrechin Everyone We Touch

  9. Beverages • Dominated by 6 brands • Nongfu Spring • Master Kong • Wahaha • Uni-president • Robust • Nestle • Non-alcohol • Alcoholic Beverages • Soda • Tea & Coffee • Energy Drinks • Fruits Juice • Drinking Water • Enhanced Water • Sports Drinks • Milk Beverages C Refrechin Everyone We Touch

  10. Beverages • Non-alcohol • Alcoholic Beverages • Soda • Tea & Coffee • Energy Drinks • Fruits Juice • Growth is limited but large consumer base • Drinking Water • Enhanced Water • Sports Drinks • Milk Beverages C Refrechin Everyone We Touch

  11. Beverages • Consumers’ need of natural, low sugar, healthy beverage • Rapid growth • Non-alcohol • Alcoholic Beverages • Soda • Tea & Coffee • Energy Drinks • Fruits Juice • Drinking Water • Enhanced Water • Sports Drinks • Milk Beverages C Refrechin Everyone We Touch

  12. Beverages • Dominated by 2 brands • Master Kong • Uni-president • account for about 80% of the market share • Non-alcohol • Alcoholic Beverages • Soda • Tea & Coffee • Energy Drinks • Fruits Juice • Drinking Water • Enhanced Water • Sports Drinks • Milk Beverages C Refrechin Everyone We Touch

  13. Coca Cola business model & brands & products C

  14. Atlanta, Georgia Founded in 1892 Since 1886 Asa Griggs Candler   John Stith Pemberton C Refrechin Everyone We Touch

  15. 43% : the United States 37% : Mexico, India, Brazil, Japan and China 20% : spread throughout the rest of the world owns its anchor bottler in North America Serves Over 1.7 billion drinks each days Coca Cola refreshments More than 500 brands in over 200 countries C Refrechin Everyone We Touch

  16. Coca Cola Business Model Canvas C Refrechin Everyone We Touch

  17. C Value Proposition • Quench thirst • Cool down on hot days • Get sugar • Familiar Taste • Feel one of the cool guys • Happiness • Uniquness (special feeling) • For Distributors: • Winning product • Guaranteed to sell Refrechin Everyone We Touch

  18. C Customer Segments • Mass Market • Children • Young Adults/Teens • All the rest • Dep, Stores, Restaurants • Larger retail outlets • Vending machine operators • Redistributors Refrechin Everyone We Touch

  19. C Channels Refrechin Everyone We Touch

  20. C Customer Relationships • Display • Advertisement for customers • Campaigns Refrechin Everyone We Touch

  21. C Key Activities • Production • Bottling • Marketing • Distribution Refrechin Everyone We Touch

  22. C Key Partners Coca Cola Company Advertisement Agency Bottle Supplier/ Bottler Refrechin Everyone We Touch

  23. C Key Resources • Bottling/Syrup Factory • Distribution Center • Employees(146,200)  • Marketing Budget • Franchise Contract Refrechin Everyone We Touch

  24. C Revenue Streams • Retail Price • Fixed Pricing(Volume, product feature dependent) Refrechin Everyone We Touch

  25. C Cost Structure • Marketing • Bottling and Distribution • Producing Syrup • Franchise Contract Refrechin Everyone We Touch

  26. Coca Cola Brands & Products Refrechin Everyone We Touch

  27. Refrechin Everyone We Touch

  28. Refrechin Everyone We Touch

  29. Refrechin Everyone We Touch

  30. The consumer value Coca Cola created & What Coca Cola do to make clients happy and loyal C

  31. Quench Thirst • Cool down on hot days • Get sugar • Healthy • Feel one of the cool guys • Uniqueness The consumer value • Happiness

  32. Refrechin Everyone We Touch

  33. What Coca Cola do to make consumers happy and loyal • Consumer-Centricity • first beverage company to offer front-of-package labeling that states the number of calories in each can • aligning their product offerings with the consumer’s growing search for healthy and green product solutions • Familiarity • Familiarity creates a sense of affinity between the customer and brand • more exposure to Coca Cola by lots of advertisements and campaigns • memory refreshment and positive association

  34. How does Coca Cola analyze its consumer market? C

  35. C C Refrechin Everyone We Touch

  36. C Segmentation Dividing the market • Geographic segmentation • Place of consumption • Types of products bought by customers • Demographic segmentation C

  37. C Geographic Segmentation To divide markets into different geographic units Population Density City or Metro Size World Region or Country Region Climate C

  38. C Place of Consumption At home Cinemas Streets C

  39. C Types of products bought by customers Demographic Segmentation C

  40. Targeting Geographic Segmentation: Winter VS Summer C C

  41. C Targeting The heath conscious segment of the market C

  42. C Positioning Creating an identity in the minds of a target market Refreshing and Thirst Quenching Consistent and High Quality Happiness C

  43. SWOT of Coca Cola C

  44. C SWOT Analysis C

  45. C SWOT Analysis C

  46. C SWOT Analysis C

  47. C SWOT Analysis C

  48. Coca Cola’s Competitor Analysis in China C

  49. C Master Kong • Tingyi Holding Corporation • Largest instant noodle producer • 48.3% leading market share in RTD market • 19.6% leading market share in bottled water market • Second to Huiyuan in fruit juice market C

  50. C Coca Cola in Asia VS RTD Teas and Fruit Juices 24% Soda Less than 9% C

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