ADVERTISMENT

pp

Ashutosh Singh Sengar

Ashwani Kumar Singh

Punit Khatnani

Presented By::

INTRODUCTION The Coca-Cola Company is the world's largest

beverage company.

largest manufacturer, distributor and marketer of non-alcoholic beverage.

The company is best known for its flagship product

Coca-Cola invented by pharmacist John Stith

Pemberton in 1886.

Cont.

The Coca-Cola formula and brand was bought in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892.

The company operates a franchised distribution system

dating from 1889

where The Coca-Cola Company only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an exclusive territory.

HISTORY

Coca-Cola Enterprises established in 1986.

ByAtlanta pharmacist Dr. John Pemberton

He began to produce Coca-Cola syrup for sale in fountain drinks.

The bottling system business began in 1899.

Cont.The Company offered its stock to the public on

November 21, 1986.

In December 1991, a merger between Coca-Cola Enterprises and the Johnston Coca-Cola Bottling Group.

In 1992 sales climbed to 1.4 billion, and total revenues were $5 billion.

Marketing Objectives To increase the market shares in the

upcoming years. To increase awareness of the product on

the market. To survive the current market war

between competitors. To increase the size of the worldwide

Coca Cola enterprise by 10%.

Marketing strategy

Availability. Aggressive Advertising. Dual distribution plan. Quality. Catchy taglines Trendy Packaging

SWOT Analysis

Strength

World’s leading brand.

Large scale of operations.

Strong supply chain management system

Weakness

Unable to differentiate itself from Pepsi.

Less effective campaigns.

Oppurtunity

Growing bottled water market.

Untouched markets.

Acquisitions Intense competition.

Threats

Intense competition with competitors.

Intense price competition.

Dependence on bottling partners.

Sluggish growth of carbonated beverages.

Key Success Factors

Marketing

Innovation

Globalization

Major brands of coca cola Coke Sprite Fanta Diet coke Coke classic Maaza Thums-up Georgia Kinley

Major Competitors

PepsiSliceMirindaMountain Dew7upNimboozAquafina

MARKET SHARE BY AREA

Sales Growth

Brand EquityBrand equity is difficult to measure because much of it depends on consumers' perception and opinions of a brand. When a product has high brand equity they are successful at retaining their current customers by keeping them satisfied with the quality of products and service. They are also successful at attracting new customers who have heard of the brand through successful marketing or word of mouth.

Coca-Cola's brand equity is difficult to measure because they have extended their brand to include numerous products. In addition to the numerous of versions of Coca-Cola worldwide that compete against other beverage brands, Coca-Cola competes with itself. Nationally there are numerous versions / brands that are a part of the Coca-Cola family. Some of the brands include Coca-Cola Classic, Dasani Water, Full Throttle, Fanta, and Soy Products.

Brand identityThe brand identity is the audio-visual 'face' of the brand - the cues that tell you that you are are in the right place. The brand definition is the formal description of what the brand stands for within different description categories - its personality, its values, its stories, its emotional benefits etc.. The brand proposition is the 'deal' the brand is offering you at any given moment

Brand PositioningThe location of a brand in relation to its competitors in some pre-defined space. The space may be defined by criteria used by consumers, such as "value for money" or "age of consumer" etc.”

5 main factors that go into defining a brand position.

1.Brand Attributes

2. Consumer Expectations

3. Competitor attributes

4. Price

5. Consumer perceptions

Advertising• Coke was first advertised

as a remedy for headaches and exhaustion

• Coke has been advertising on television for 50 years.

• Songs used in coca cola commercials have become popular.

• They use catchy mottos such as:“Adds a refreshing relish to every form of exercise”

International Coca-Cola

• In Hong-Kong, heated Coke is served as a cold remedy

• Coke advertises 200 in countries around the world.

• In Japan people use money chips on their cell phones to pay for drinks.

Coke in Space

• In July 1985, Coke was the first soft drink to be enjoyed in outer space on the space shuttle Challenger

• A special space can was developed

Coca-Cola in Our Schools

• Students in our surveys indicated their ads were similar to those in the United States. This was particularly true in Europe.

• Coke vending machines appear in many schools around the world.

Business Strategy

Consumer demand drives everything we do.

Brand Coca Cola is the core of there business.

We will serve consumers a broad selection of the nonalcoholic ready-to–drink

Cont.

beverages they want to drink through out the day.

We will be the best marketers in the world.

We will think and act locally.

We will lead as a model corporate citizen.

THANKING YOU