COCA COLA
History
Coca Cola
On May 8, 1886, at Jacobs Pharmacy in
Atlanta, pharmacist John Stith Pemberton
began marketing a syrup designed to combat
digestion problems that also provided energy.
During the early days, he sold about nine
glasses a day, at a price of 5 cents a glass.
It didn't take Pemberton long to realize that the
drink he had created could be a success. His
accountant, Frank Robinson, was the one who
devised the Coca-Cola brand and designed the
logo. The Coca-Cola Company was founded in
1891, formed by the also pharmacist Asa G.
Candler, his brother John S. Candler and Frank
Robinson. Two years later they registered the
trademark with the United States Industrial
Property Registry Office.
PRODUCTS
Coca-Cola® Original flavor
The same as always, original and delicious, the one that refreshes millions
of people around the world. It was created in 1886 by the pharmacist Dr.
John Pemberton, being the drink that for more than
130 years has accompanied you in a special way in
certain everyday moments of your life.
Coca-Cola® Zero sugar
Surely, you have ever dreamed of a delicious tasting
drink, without having to worry about the sugar or
calorie content. Coca-Cola Zero Sugar, is the drink
you've always been waiting for.
Coca-Cola® Flavor light
A light, sugar-free, calorie-free variant of Coca-Cola.
With a unique flavor and all its great refreshing
power.
Launched on the market in 1982 and available in
Europe since 1983, Coca-Cola light flavor
accompanies your little everyday moments, making
them more special for more than 30 years.
Coca-Cola® Zero sugar and Zero caffeine
On July 15, 2010, the Coca-Cola Zero Sugar Zero Caffeine, sugar-free,
calorie-free and caffeine-free variant hit the market,
allowing you to enjoy great taste and keep you awake.
Coca-Cola® Mini
The perfect amount of Coca-Cola is in the Coca-Cola Mini
cans. Discover this beautiful mini size ideal not to share.
Just for you.
Coca-Cola With Coffee
Coca-Cola with Coffee is a unique drink with real coffee *.
Ideal to accompany you mid-morning, at work, on the road
or wherever your “day to day” takes you.
It is a very refreshing drink with a great revitalizing flavor,
designed to be enjoyed on your breaks so that your breaks
taste even better.
Coca-Cola Energy
"Braking is not an option. Coca-Cola Energy has come to
adapt to your rhythm and give your world an extra boost. We have put aside
taurine to include it instead
caffeine from natural sources, guarana extract and vitamins of group B *.
And best of all, you can enjoy a great taste of Coca-Cola while recharging
your mental energy. ”
Coca-Cola Energy without sugar
"Do you prefer it without sugar? Well, no problem, because this variety
without sugar tastes just as good.
Recharge all the positive energy you need for your day with Coca-Cola
Energy. ”
Coca-Cola Signature Mixers Smoky Notes
"Coca-Cola with notes of Ylang-Ylang, ambrette seed, balsam from Peru,
oak extract and guaiacwood.
Coca-Cola Signature Mixers Smoky Notes is intensely aromatic. ”
(U.S.$) 2016 (Ps.) 2016 (Ps.) 2015 2015 %
(1) CHANGE
Sales Volume (million unit 3,334.0 3,334.0 3,435.6 -3.0%
cases)
Total Income 8,620 177,718 152,360 16.6%
Operating Income 1,160 23,920 22,645 5.6%
Net Income of the Controlling 488 10,070 10,235 -1.6%
Participation
Total Assets 13,546 279,256 210,249 32.8%
Long-Term Debt and 4,164 85,857 63,260 35.7%
Documents Payable
Controlling Interest 5,924 122,137 104,749 16.6%
Investment in Fixed Assets 601 12,391 11,484 7.9%
Book Value of the Action 2.86 58.92 50.53 16.6%
Net Income from Participation 0.24 4.86 4.94 -1.6%
Holding Company per Share
CHARACTERISTICS OF CURRENT CONSUMERS
Coca-Cola has become the leader among the different soft drinks, as a
result of an advertising strategy that has privileged the behaviors of the
various social sectors, interests, and ways of relating to people, etc.,
generating a beneficial result for starting from a seductive strategy: the
public has been tempted to prefer Coca-Cola before any other drink,
because the mental association has come to influence it, subliminally.
Coca Cola is sold more as a brand than as a product, it is sold as a
worldview of life. The ethical world of Coca Cola is that of happy, young
people, who are not troubled by nonsense and who really are as they are
and who in some way are untied by social subjectivation and define
themselves and not as they would define it. society. Coca Cola is the
guarantor of that ethical world, it generates identification, a way of being.
Buying the product you can adopt that lifestyle. But without misleading, the
advertising suggests that the product brings you closer to that ideal lifestyle.
The potential consumer of Coca Cola, according to the company, is all the
public that wants to have a good time: alone or accompanied, relaxed or
fun, but always serene, fresh. However, it should be noted that the
population that is most consistently targeted is adolescents and young
adults in an age range between 15 and 28 years.
This means that Coca Cola conducts market studies where the consumer is
studied to manage a reach in its different audiences, such as knowing its
characteristics, needs, tastes, among others.
To reach this strategic position, Coca-Cola also studied the environment,
considering factors over which there is little or no control, which are macro-
factors such as political, social, economic, technological, legal and
environmental, the meso- factors that are trends, ideas of behaviors and
expressions, micro-factors such as individual information resources, time,
energy, money and space. All this maintaining a balance and adaptation in
the operations of the product with the aim of maximizing the results that
they have established.
SECTOR TO WHICH IT IS DIRECTED
Lindley Corporation is diversified and has the following product lines:
Carbonated Beverages
Coca Cola:
Coca Cola has a primary target market of between 13 and 24 years old, we
could even say that it is around 10 to 39 years old. It is known that this drink
is identified by its consumers as the drink to share at all times. In addition,
we could dare to say that its customers are the general public because it
presents a great variety in the presentation of the product, as it is aimed at
both personal and family consumption.
Coca Cola Zero: like Inca Kola Zero, aimed at consumers between 25 and
23 years of age who are oriented to look and feel better, those who seek to
maintain their silhouette.
Of course, the one with the highest demand is Coca Cola.
PRICE THAT THE CONSUMER IS WILLING TO PAY.
The price that a Peruvian is willing to pay for a soft drink is relatively low if
we talk about a personal size drink the maximum to be paid by a person is s
/ 1.20, the exact price at which KOLA REAL or a GUARANA is sold and not
a Coca Cola that costs on average s / 2.50 is due to this that in recent years
Coca Cola has been losing market in some sectors, especially in the
poorest sectors, which it is clear that they will not think if they have
contributed with the environment or if it is a prestigious brand, but to satisfy
their thirst with the few resources they have at the time. But despite these
results, Coca Cola still has loyal consumers who endorse it for its quality,
worldwide recognition, environmental concern and for the innovative
marketing techniques they carry out such as those mentioned before
placing people's names on personal cans.
COMPETITIVE ANALYSIS
In this section we will discuss the importance of knowing the competition, to
determine what are the strengths and weaknesses. When starting with the
analysis of Coca Cola's competition, we find within this market a great
variety of products; Pulp, Cifrut, Frugos, Inca Kola, Sprite, etc. that satisfy
the need for thirst and the consumer could buy any of these products to
satisfy it.
The "Lindley Corporation", which is the official bottler of the Coca Cola
drink, is highly positioned in the minds of consumers and is a leader in the
consumption of carbonated drinks, having 67.3% of the total market.
Second, it is the nectars with 46.2% with its Frugos brand.
The Inca Kola brand remains the leader with 26% market share, followed by
the international Coca Cola brand with 25%. It is important to highlight that
Peru is one of the two countries worldwide where the local brand wins Coca
Cola beverage positioning. On the other hand, Kola real of the Añanos
group knew how to gain an important market by offering a product at a low
price, motivating other brands to lower the price of their products.
In the ranking of the most consumed brands in Peru, Inca Kola and Coca
Cola remain at the top with 26% and 25% respectively, followed by Kola
Real 8%, Pepsi Cola 7% and another 34% of the list according to the
Datum's latest study on the sector.
CLASSIFICATION OF DISTRIBUTION CHANNELS
Producer - Consumer: Through direct sales, since the product is sold
directly from the manufacturer to the consumer.
Producer - retailer or retailer - consumers: Small stores, gas stations,
boutiques and clothing stores. Self-service stores buy the products from the
manufacturer to later sell them to the final consumer.
Producers- wholesalers- retailers- retailers- consumers: The wholesaler
buys the products from the manufacturer, then can sell them either
wholesale or individually, such as restaurants.
Producers- intermediary- wholesaler- retailer- consumers: Here Coca-Cola
has sales agents who are in charge of looking for new customers to offer
this product; Of which, manufacturers turn to agents, who in turn use
wholesalers who sell to large chain stores or small stores.
