复旦大学：《中国市场营销 Marketing in China》课堂展示案例_Market study of Coca Cola company

Market study of Coca Cola company Jumyeong Kim 11340696046 Xinyi Goh 11349086092

Jumyeong Kim 11340696046 Xinyi Goh 11349086092 Market study of Coca Cola company

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

▪ 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 Contents

Overview of Beverage Industry & Non-alcohol business trend ( e in the World s

Overview of Beverage Industry & Non-alcohol Business Trend in the World

Refrechin Everyone We Touch Beverages Non Alcoholic 点点AA死 alcohol Beverages Soda Tea Energy Fruits Coffee Drinks Juice 画sB Drinking Enhanced Sports Milk Water Water Drinks Beverages

Refrechin Everyone We Touch Beverages Non￾alcohol Soda Tea & Coffee Energy Drinks Fruits Juice Alcoholic Beverages Drinking Water Enhanced Water Sports Drinks Milk Beverages

Beverages oligopoly(intense competition) Non Alcoholic alcohol Beverages Limited growth opportunity (endeavor to diversify offerings) Changing consumer tastes Soda Tea Energy Fruits Coffee Drinks Juice Volatile commodity costs Drinking Enhanced Sports Water Water Drinks Beverages

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

Refrechin Everyone We Touch Beverages Historically dominated by pepsi and Coca cola Non Alcoholic Distribute via sizable bottling alcohol Beverages subsidiaries Consumer preferences drive product diversification(growing Soda Tea Energy Fruits awareness of health issues) Coffee Drinks Juice . Demand for bottled water low sugar drinks rtd tea increases Drinkin g Enhanced Sports Water Water Drinks Beverages

Refrechin Everyone We Touch Beverages Non￾alcohol Soda Tea & Coffee Energy Drinks Fruits Juice Alcoholic Beverages Drinking Water Enhanced Water Sports Drinks Milk 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

Overview of Beverage Industry & Non-alcohol Business trend in China

Overview of Beverage Industry & Non-alcohol Business Trend in China

Refrechin Everyone We Touch 1980s 1990s Early 2000 Present Future size of the domestic beverage industry will Carbonated Bottled Water:I.Tea beverages industry has a continue to beverages and fruit juice: huge market- expan d Wahaha based Coca cola Robust Master Kong bottled w Peps Nongfu Uni-president .enjoys a great tea drink ater, room for protein drink will increase growth .rise of healthy drinks

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

Refrechin Everyone We Touch Beverages Dominated by 6 brands Nongfu Spring Non Alcoholic alcohol Beverages Master Kong Wahaha Tea 8 Energy Fruits Uni-president Cottee Drinks Juice Robust Drinkin g Sports Milk Nestle Water Water Drinks Beverage

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

Beverages Non Alcoholic alcohol Beverages Soda Tea 8 Energy Fruits Cottee Drinks Juice Growth is limited but large consumer base Drinkin Sports Milk Water Water Drinks Beverage

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